JAMES MARTELL AUDIO SESSION

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					                                                      Table of Contents
TABLE OF CONTENTS ................................................................................................................................ 2
CRAFTING STORIES THAT LEAD VISITORS TO THE SALE! ........................................................................... 4
WELCOME AND INTRODUCTION .............................................................................................................. 4
DON’T SKIP AHEAD .................................................................................................................................. 5
REVIEW OF PREVIOUS SESSIONS .............................................................................................................. 6
ELEMENTS OF A GOOD STORY.................................................................................................................. 7
DEVELOPING WEBSITE BLUEPRINT REVIEW ........................................................................................... 12
#1: COMPLETE THE RESEARCH FOR YOUR HOME PAGE .......................................................................... 13
#2: PRODUCT PAGE(S) ............................................................................................................................ 13
    KITCARCONNECTION.COM PRODUCT PAGE ....................................................................................................... 14
    BABY STEP #2: COMPLETE THE RESEARCH FOR YOUR PRODUCT PAGE(S) ................................................................. 15
#3: “ABOUT THE EDITOR”....................................................................................................................... 15
    SETTING UP AN ABOUT THE EDITOR PAGE ......................................................................................................... 16
    LETTER TO WRITER........................................................................................................................................ 16
    THE COMPLETED ARTICLE ............................................................................................................................... 18
    FLUSHING OUT YOUR PAGES........................................................................................................................... 19
    BABY STEP #3: COMPLETE THE RESEARCH FOR YOUR “ABOUT THE EDITOR” PAGE .................................................... 22
#4: BLOG PAGES ..................................................................................................................................... 23
    BABY STEP #4: COMPLETE YOUR RESEARCH FOR YOUR BLOG PAGES ...................................................................... 25
#5: FEATURE ARTICLES ........................................................................................................................... 27
    FOCUSED FOR BACKLINKS ............................................................................................................................... 28
    BABY STEP #5: COMPLETE YOUR RESEARCH FOR YOUR FEATURE ARTICLE ............................................................... 31
#6: LEGAL PAGES .................................................................................................................................... 32
    BABY STEP #6: IDENTIFY THE “LEGAL” PAGES FOR YOUR WEBSITE ......................................................................... 33
#7: SURVEY PAGES ................................................................................................................................. 33
    COMING UP WITH A REASON TO PARTICIPATE .................................................................................................... 35
    GETTING NEWSLETTER SUBSCRIBERS ................................................................................................................ 36
    WHERE TO GATHER YOUR SURVEY DATA .......................................................................................................... 38
    BABY STEP #7: ORGANIZE A SURVEY FOR YOUR VISITORS ..................................................................................... 39
WEEKLY TASK ITEMS: ............................................................................................................................. 40
Q&A SESSION ......................................................................................................................................... 41
    DRUPAL DROPPED THE ‘WWW’ ....................................................................................................................... 41
    DRUPAL FOR NON-COMMUNITY SITES .............................................................................................................. 42
    KEYWORDS .................................................................................................................................................. 43
    BLOG ARTICLE STEAM.................................................................................................................................... 43
    CAPTURING SURVEY PARTICIPANT EMAILS ......................................................................................................... 44
    LOGGING INTO DRUPAL WHEN YOU’RE OFFLINE ................................................................................................. 44
    ADDING YOUTUBE VIDEO ............................................................................................................................... 45
    WHAT THE VISITOR SEES IN OFFLINE MODE....................................................................................................... 46
    EXCESSIVE SPAM AFTER BLOCKING IN THE DOMAIN NAME .................................................................................. 47


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VIDEO SAMPLE ....................................................................................................................................... 48
CRAFTING STORIES THAT LEAD TO THE SALE PART 2 – REFERENCE MATERIALS ..................................... 50
INITIAL RESEARCH (ARLENE’S EPILEPSY SITE - EXPANDED) ..................................................................... 52
    HOME PAGE ................................................................................................................................................ 52
    PRODUCT PAGES .......................................................................................................................................... 54
    TELL YOUR STORY ........................................................................................................................................ 54
    SHARE A PHOTO........................................................................................................................................... 55
    CHAT IN THE FORUM..................................................................................................................................... 56
    NEWS PAGE ................................................................................................................................................ 58
    ARTICLES .................................................................................................................................................... 59
    WRITING A PRESS RELEASE ............................................................................................................................ 60
    PRESS RELEASE “ARCHIVE” PAGE.................................................................................................................... 60
    ABOUT THE EDITOR ...................................................................................................................................... 60
    PRIVACY POLICY ........................................................................................................................................... 61
    DISCLAIMER ................................................................................................................................................ 61
    CONTACT US ............................................................................................................................................... 62
    SURVEY PAGE .............................................................................................................................................. 62
    TUTORIAL PAGE............................................................................................................................................ 63
    AUTO RESPONDER......................................................................................................................................... 63




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         Crafting Stories that Lead Visitors to the Sale!

Part 2 of 2



Welcome and Introduction

Hi, it’s James Martell here and welcome to Crafting Stories that Lead Visitors to the Sale,
Part 2 of 2. It’s great to see everyone getting logged into the room. I hope you had a
very productive week. I hope you’re comfortable and looking forward to a good session
tonight. In this session, we’re going to continue our discussion about organizing the
content for each of the pages on your website. I know many of you are working on your
home and product pages or the outlines for your home and product pages as Arlene did a
couple of weeks ago. I know a few of you are struggling with this and it’s not surprising
because it’s definitely a challenging area. This is probably what we could call a hump
step. It’s one of those steps that will probably be challenging for many but if you work
through it, you’ll win. It’s worth pushing through.


I had a chance to watch Arlene struggle this week and we’ll talk about that tonight as
well. One you do get through it, I can guarantee that you’ll look back and wonder what
all the fuss was about. It’s really not as complicated as it may look sometimes. Tonight,
we’ll have a chance to add some clarity to a few of the areas we’re working on. We’re
going to talk in detail during this session about how to complete the initial research for
your website. That’s what we began to do in the first session. If you recall, Arlene was
working on her epilepsy site. She was working on her homepage and product page. She
also determined that she had 13 different types of pages on her website.


Over the last week, she’s been hard at work. She organized the content for her home and
product page, which is attached to the end of the transcript for that session. I think
everybody has it by now. She has gone on to work with the rest of her pages and she’s
come up with a document. It’s basically a website outline where she has organized all the
content into a nice, logical flow according to what she wants to see on her website. This



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is a document that’s basically written to her. One of the things she said was a turning
point for her this week was realizing that this document she was creating was simply
notes to herself about what she would be doing on each page. When she came to that
realization of this document being an organization tool for her website, everything
became a lot easier for her to do.


Tonight, we’ll discuss how she went about that. I’m also going to share some of the kit
car site pages we created over the last seven to 10 days to add clarity to this topic. This
includes a product page, an “About the Editor” page and a feature article. I’ll give you a
good example of a feature article we have listed on the kit car site and I’ll take you
through it. This will give you a visual reference for some of the notes. I’m also going to
talk about the legal pages for your sites such as privacy policies and legal disclaimers.
Then, I’ll show you the beginning of the survey for the sterilizer site, which I had a good
chance to work on. I had some screen shots of that for this evening as well. We have a
lot to go through tonight.



Don’t Skip Ahead

Before we get started, I want to quickly talk about Drupal and content management
systems in general. I just want to give everyone a word of caution, if I could. As we’re
working through the process, I know we have a tendency to want to skip ahead. It’s kind
of a natural thing and I do it too. I’m even working on some video and it doesn’t come
up for another month or so. I decided to jump ahead anyway so I’m as guilty as the next
guy. I do have a little bit of a luxury in doing that because I’m full time. I pretty much
know what I’m doing already. For those who are getting into this for the first time or just
working through the process of organizing your websites for one of your first times, I’ll
encourage you to stick with the flow we’re working on. I’m watching Arlene work
through the items on her list and I can see that it’s been a challenge for her just to get the
work done each week.


If you’re in a position where you’re working full time and doing this on a very part time
basis, let me just encourage you not to skip ahead. We’ll get into Drupal in a couple of

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sessions and we’ll get into it with great detail. Don’t worry about digging into any
content management system too deep. Stay focused on the task at hand. This will allow
you to do a much better job on each of these items and you’ll end up with a much nicer
website in the end. I think you’ll find this to be well worth it.



Review of Previous Sessions

We have a lot to cover in this session so I think I’ll just jump right into it. Back in Part 1
of Crafting Copy that Leads Visitors to the Sale, I asked you guys why you think stories
do such an effective job in selling. I had a chance to review the transcript. I was
attempting to pull out my top 10 favorites and I ended up with 11. The reason I have 11
and not 20 is because there were a lot of duplicates. If I don’t mention you’re name,
don’t worry. It’s just because some of you said similar things to someone else.


Here are the top 11 answers:


Rick: People can relate.


Tammy: People can connect to it.


Andréanne: People can identify with the characters


Julian: It has a personal ring so people can relate to it.


Linda: It gives a picture in your mind.


Garth: Makes the product very personal


Dan: Like to hear about others who are just like them


Anthony: Emotional attachment



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Patricia: They catch people’s attention and interest.


Mike: Helps them visualize.


Colin and Luidmila: Links people to the story so they can relate


As I looked at this little list, I noticed that there are basically three themes that reoccur
within all of these answers and many of the other ones I didn’t share with you tonight.
It’s basically the idea of relating. It’s about relating to the person within the story. That
was one of them. They like to hear about people who are like them. That would be
relating to them, I would think. Rick said, “People can relate.” Tammy said, “People can
connect to it.” That would be the same as relating. Andréanne said, “Identifying with the
characters.” That’s a little different but it’s still the same thing. Julian said, “It has a
personal ring to it so people can relate.” When you tie that in with the other items that
are listed there, it’s pretty obvious why stories sell.



Elements of a Good Story

The good news is that it’s relatively easy to tell a good story. If you just work on coming
up with the story line, things get easier. I’m going to give you some examples of that
tonight. Get your fingers nimbled up, if you will. I have a couple of quick questions for
you here. I’d like to throw them out to the room. If we all agree that stories do a good
job of selling for us, let me ask you this question. What are the elements that make up a
story? What are the pieces or components that make up a good story?


Bozena: Arlene has a very good story to tell.


Chris L.: A problem to be solved


Steve: Beginning, middle and end


Duncan: Beginning, middle and end

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Andréanne: Names and places


Chris M.: Problem and a solution


Colin and Luidmila: Start beginning and end


Dan: Something to grab attention


Tammy: Compelling headline that asks a question


Mike: Who, what, where, why


Patricia: Introduction, body, conclusion


Anthony: Theme and plot


Graydon: Emotion


Judah: Capture the interest, take it to a peak and then satisfy


Donald: Identifiable people


Rick: What and how


Tammy M.: Feel, felt and found


John R.: Experience conveyed


Debbie: Similar situation


Alan: Identify the problem and provide the solution


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Gerald and Linda: Main characters and hook


Joseph: Occurrences that others identify with


Julian: Paint a picture


Cynthia: Relate to your audience


Sandra: Hook line and sinker


Cheri: It depends on what story you want to tell


Winston: Plot, setting, problem and solution


James: I think what I’m looking for when it comes to the elements of a story is real
experiences, people, places and things. That’s my personal opinion about what makes a
great story. It may not always be real stories. In our case, it is because we’re telling our
stories online. Still, good stories can be either fiction or non-fiction.


Thank you for that. Let me ask you one more question now. What can make it easy for
you to tell a story?


Judah: Be there


Debbie: Your own experience


Cheri: Images


Duncan: Personal experience


Andréanne: If it’s your own experience


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Winston: Pictures


S. Keshoojee: Personal experience


Steve: Be excited about it


Joseph: If it’s personal


John B.: Experience


Lesley: Be real


Donald: Metaphors


Winston: Story board


Colin and Luidmila: Enthusiasm


Garth: Know the topic, experience or good research


Mike: Good writing


Romeo: Living the story


Chris M.: Feel like you’re there and can relate


Beata: Personal experience and how you solved it


Cheri: Audio and video as well


Tammy M.: Good writer


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Julian: Personal and rich imagery


Linda: Relating to your own and others similar situations and solving it


James: I was thinking about coming up with a little story and I didn’t really get the
chance to get into it. I’m going to wing it anyhow. It was basically a story around the
Cobra and it’s from some rough notes. Someone can explain the Cobra to you in a very
mundane way as if it’s just a car. It’s a cool car but it’s a car. It’s blue with a couple of
white stripes. It’s a nice car and a convertible. It has white tires on it and it’s kind of
fast.


You can get into the vagueness of telling a story. If I was going to tell a story about the
Cobra, it would be something that people would remember and relate to. Some of the
reasons I bought it and wanted it so badly were the cool things that happen with the
Cobra. I’ve wrote a lot of stories about the Cobra in the forum before I purchased mine
and I’ve also lived with it for probably three years now. The Cobra’s birthday was two
weeks ago so there you go. If I was to tell you a story about the Cobra, I would probably
tell you stories about driving down the road. There would be a little three year old boy
holding onto his mother’s hand. All of a sudden, he’ll stop dead in his tracks and looking
behind him. His mother’s trying to pull him and he’s just frozen looking at this car
coming up behind him. I can tell you stories about guys walking across the crosswalk in
front of me, stopping and giving me a bow. It’s hilarious.


I can talk about driving into a gas station and trying to get out of there quickly. It always
draws a crowd and you can end up there for an hour just because it draws so much
attention. I can talk about girls blowing me kisses in the car. It’s a cool car. I can talk
about how people turn their heads a mile away when they hear it coming. Young guys
pull up beside me in their Mustangs wanting to race. I just smile at them. You can get
into a lot of detail about the Cobra. I read a little thing that I put on one of my websites
and it was really the Cobra’s story. I read it and never forgot it.




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It says, “There’s nothing nice about a Cobra. You strip down to the essentials, a big
engine, a small car and four wide tires trying to keep the whole business on the pavement.
It’s loud, smells like gasoline, shakes, shutters and bucks. It makes your arms tired and
your feet hot. You nearly crash about once every 10 minutes. It’s so damn wonderful,
you can’t believe it.” Keep this in mind as you’re going through this. Stories sell and
you are the story teller. We’re going to talk about some ways to get good at it tonight. If
you get good at it, you’ll find that things can get a lot easier for you. It’s really not that
complicated to do that.


I just pulled up the presentation. I’m hoping you guys can see it. Can you see the
presentation? Maybe a couple of “yes” answers over in the left hand column would help.


Denise: What type of stories would you use for the sterilizer site?


James: I don’t have a story for the sterilizer website so what I’m going to do is tell
Shlomo’s story. I’m going to bring him in and we’ll talk about how I’m going to do that
tonight. I’m going to use his story and I’m actually going to get him to tell his own story
on the website.



Developing Website Blueprint Review

Let’s just do a real fast review. Back in Developing Your Website Blueprint, Part 1, you
worked on a visitor profile. Arlene referred to this a lot when she put together her
website outline. That’s what we’re going to call this document we’re currently working
on, the Website Outline. Visitor profile is important. In Developing Your Website
Blueprint, Part 2, we talked about types of pages. This is where Arlene came up with 13
different types of pages. I would imagine that most of you have come up with something
similar to what she has with some slight variations.


Debbie: Worked very well for me.




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James: We also talked about a little schematic. I’m going to take you to the kit car site
tonight. I have some screen shots for it. I’m starting to reorganize it in such a fashion as
you’re looking at here. We came up with a little outline as to how we want the content
laid out on the page. Then, last session, we worked on the home page. We worked on
creating that document. You all have this now. We sent this to you all a couple of weeks
ago when we went through it. If you still need it, it’s back in Crafting Stories that Lead
Visitors to the Sale, Part 1. It’s in the very back of your transcript. You’ll want to have
those documents handy.



#1: Complete the Research for Your Home Page

One of the baby steps was to do the research for your homepage and I decided to throw
this back out there for those who haven’t finished it yet. I think it will be crystal clear to
you if you go through Arlene’s document. If you have any questions about that, you can
go back to that previous session. By all means, you can also join us for a LIVE Q&A or
ask questions in the forum. We’ll be happy to help you with that.



#2: Product Page(s)

The same goes for product pages. I decided to talk a little bit more about product pages.
We’re going to cover product pages a lot as we go through these upcoming sessions but
I’m going to cover it a little bit more tonight. I’m going to do so by taking you to the kit
car site. It’s probably a little bit surprising to some of you but I changed the template. I
tossed the old template away. I couldn’t make it work and I couldn’t get control of the
visitor flow through the website. We’re not going to get into a lot of detail on that tonight
but I decided to change to this look. This is a standard, basic Drupal template that comes
with Drupal Theme, as they call it. It comes directly out of the core product. I turned it
on, loved it, played around with it and got it set up. I got it organized and I’m very happy
with it. I’ll probably work my logo into the top left hand corner.


Debbie: I like it better.


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David: Looks great



KitCarConnection.com Product Page

James: I like it too. It’s really working well and I think the visitors are enjoying it as
well. This is a basic product page. It’s simple and you can see we added the product
pages to the right hand column as we talked about. This one is about Painting Your Kit
Car Yourself and How to Do it Right. Of course, at this point, I have Google ads sitting
up here (middle left below headline). I also have them in the right hand column here.
I’m a Google ads fan. I think Google ads are great and they’ve paid me lots of money.
Personally, I like them. I’m also a big fan of affiliate programs and all the way through
this page, I have links that take you off to the merchant.


If someone comes along and clicks on this link called “Paint Guns,” it will take them
right through to a merchant from Commission Junction who happens to sell paint guns
and supplies for people who want to paint their cars. I’ve organized these little links all
throughout the page. If you scroll down, you’ll see the Google Analytics on the right.
Essentially, this is a story. This is an outline that simply teaches someone how to paint
their kit car. It’s well written and well researched. I actually got it from the merchant
directly. All I had to do was ask for it. You can see that there are all kinds of little links
throughout the page. Every one of those takes them to a particular product on their page.
If someone clicks on “Moisture separator,” I have it open another browser. Now, they
can go and find all the moisture separators that their little hearts desire right in front of
them. When they’re done, they can simply click “Close” and they’re back on the site.


There are all kinds of opportunities to earn income from this merchant on this page. It’s
just a well written, well researched page about how to paint your kit car. Scroll down the
page a little bit more. Again, you have all kinds of links heading off. You have
sandpaper, stripping disks, wire wheels and so on. Right down at the bottom of the page,
you have all kinds of different pressure blasters and down the page they go. If someone
clicks on these links, goes through and makes a purchase, I get paid a commission. I’ve

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got some very nice videos for people. There are some trainings and tutorials on the site.
Right down at the very bottom, I have Google ads. That is a basic product page.


We’ve talked about a few ideas over the last few weeks. I’m working on a page that
you’ll probably see at the beginning of next week or the week that follows at the latest.
You’ll see a page on there where I’m going through the process of having Arlene order
me a Cobra print from art.com. That’s going to be the basis of my story for the product
page. It will be a very simple story and easy to follow along. I think you’ll find that in
following some of these basic strategies, you’ll see a jump in your conversion rates. I
noticed a few of you in the forum today chatting with others who have traffic but not
getting the conversion rate. We’re going to talk about that in more detail. Now that you
have traffic, it’s time to turn the traffic into customers. It’s all about controlling the flow
of the traffic. Dan did a brilliant job on his piano site and we’ll talk about that. We don’t
have a lot of time to get into product pages because we went over it in the last session.



Baby Step #2: Complete the Research for Your Product Page(s)

This page is simple because all of the products are here and the story is about how to
paint your kit car. When you’re going to paint your kit car, you’re going to need this, that
and so on. It’s easy to tie the products into the story. The same goes for your sites. If
you have a product, it will be relatively easy for you to come up with a story for the
product.



#3: “About the Editor”

Now, number three is your “About the Editor” page. Some people call it “About Us.”
To me, this is a nice opportunity to create a page of content that will get a lot of traffic.
“About Us” pages get clicked on a lot. They get a lot of traffic. People who are
enthralled with the site will click on it to find out who’s behind the site. This is your
good opportunity to create a page that can really position your website in the place where
you want it. Thank you for your comments in the forum about this. What we did last


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week was create a little thread in the forum. If you click on “Setting up an ‘About the
Editor’ page,” you’ll find a thread where I actually took members through this process.
I’m going to cover it here as well.



Setting Up an About the Editor Page

I wanted to create a nice little page where someone could find out why I put the website
together, who I am, what this site is all about and what’s in it for them. What I did to let
people share the experience a little bit was create a little post in the forum. This lets
people follow along a little bit. How many of you had a chance to watch this unfold? I
typed a little message in here for everybody and then, I wrote a little message to Kellie,
my writer. I asked her to develop the “About the Editor” page for the kit car site. This is
truly just an article. I told her I wanted the headline for the article to be “From the
Driver’s Seat.” I wanted to keep a little theme. Instead of just saying “About Us,” I
decided to change it up a little bit.


John: Where do we find it?


James: Just type in “Setting up your own ‘About the Editor’ page” and you’ll be able to
find it in the forum that way.


What I just explained took me about an hour. What you’re looking at here is my email
that I sent to Kellie, my writer, so she could develop this page of content for me. I was
watching TV one evening. I went over, grabbed my laptop and decided to work on this.
I think we were watching American Idol. What a crazy show that is. I decided to keep
the theme and came up with “From the Driver’s Seat.” You can probably come up with
your own angle for your page. Arlene will have her own.



Letter to Writer




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This says, “I’d like to have this article positioned in a state of the industry style article,
written from me to the visitor where I am talking about the kit car industry. I would like
the storyline throughout the article to talk about how the Internet has changed the way car
builders, who at one time had to scour local part stores and local junk yards for parts, are
now in front of their computers. I would like you to use my story about how much fun I
had scouring the Internet, researching everything from what kind of steering rack, tires
and rims, braking systems, choosing the paint color, source for a crate engine, right down
to what kind of kit car and which manufacturer.”


These are my notes to Kellie as I was trying to get across what I wanted her to create for
me. I continue on a little bit to say, “In fact, I was referred to Peter Jacobsen in Calgary
to assist me in the construction of the car while chatting in one of the online forums. I
remember sitting down one evening and within an hour, I had spent more than $5,000 on
everything from a soft top and tonneau cover and fuel cell.”


It goes on to say, “Retailers can put their products and services in front of potential
buyers that they had no way of reaching in the past. It’s like Christmas every time the
courier arrives, low cost and to-the-door couriers.”


Then, I just gave her a little list:


What are kit car owners doing online?


           Chatting in the forums
           Researching kit manufacturers
           Shopping for parts
           Promoting car shows
           Kit car club sites
           Posting photos
           Uploading videos
           Booking and organizing cruises
           They’re car enthusiasts


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I gave her a little bit more information. “Some people call these kits, clones,
reproductions, and replicas - whatever you call them. As kit car enthusiasts head off to
cruises and car shows, picnics and parks - you know what they’re doing when they get
home - huddled up behind their computers.”



The Completed Article

Those are my notes to Kellie to help her organize a page of content for my “About Us”
page. I sent that off to her. She came in and it took about a week. She gave me this first
draft of this article and it was great. I probably spent about 10 minutes making some
minor adjustments to it. Then, I added it to the website. There’s a title that I can click on
to get to it. This is not the article. It just shows up first. I’m back at the kit car site but if
you just scroll down to the bottom menu, I have this little link called “From the Driver’s
Seat.” You can get to this article from anywhere on the website just by clicking on that
little link. I’ll click on that and it takes you through to the article. I would encourage
everyone to read this article. You’ll see my outline to her, which was pretty detailed.
Then, she went out and took my idea for the story.


My idea for the story was to share with the reader how much fun I had buying things on
the Internet. The other angle to the story was how the Internet is changing the way
people building kit cars go about doing the process. In the old days before the Internet,
you had to go to the junk yard, buy up some parts, go to the local parts store and buy up
some parts. You don’t do that anymore. You just go in front of your computer for the
most part. It really did change. Those were the story lines. Then, I gave her that outline
you just had a look at and let her go through it for a week. This is what came back and
it’s a beautiful little article.


She starts out with, “Believe it or not, kit cars date back as far as before the 1900s, with
Englishman Thomas Hyler White creating a design for a car in 1896 that could be
assembled at home. The design and its build-at-home concept garnished a great deal of



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attention, with the technical drawings published that same year in the English Mechanic
magazine.”



Flushing Out Your Pages

This is the beautiful thing about a writer. She did a little bit of research, figured out how
she would flush this out and created this wonderful little article called “From the Driver’s
Seat.” It takes people through the industry and talks a little bit about how it got started.
It talks a little about shopping on the Internet, how it changes people who build cars and
so on. When it comes to thinking through your own article, Arlene went through this and
she was funny to watch. She kind of reminded me of Victoria. When Victoria was four
years old, we took her to Disneyland for the first time. She’s a very stubborn little thing
and now I know where Victoria gets it. We were about to go on Space Mountain, which
is a roller coaster that’s in the dark. It’s a pretty intense little roller coaster, especially for
a four year old. She was tall enough and she was determined to get on this roller coaster.
It was like, “Okay, let’s go.” You can’t see anyone because it’s pitch black but we got
off the roller coaster and went outside. Here was little four-year-old Victoria with her
little dress stomping her feet. “Don’t ever put me on that ride again until I’m six.” We
never let her live it down.


That’s a pretty good picture of Arlene with her document. Two days ago, she said, “You
know, this is really hard for me.” She was stomping her little feet as she was trying to
work through what her pages were going to be. It looks like she may have her headset
on. Is that working for you over there, Arlene? I’ll let her come in and give her a chance
to defend herself. It’s working. I can hear you loud and clear. It’s good to have you in
the room now. Maybe we can chat a little about this. As you went through the process of
organizing your content this week, I think people might have the perception that this was
very easy for you and me. Maybe you can share with everyone how you went through
the process. You have 13 pages and you already had your homepage and product page
done. As for all of the other pages like the “Tell Your Story” page, the photo page, the
forum and your blog, why don’t you give us a flavor about the work and how you went
through it?

                                                                                                19
Arlene: I’m telling you working on this document was really hard for me. Not only am I
busy, it just took a lot more thinking and effort than I anticipated when I first started.


James: I think that’s probably surprising for many so it’s good that you pointed that out.
It really is a challenge to actually sit down and think this through. Arlene asked me the
other day about her newsletter and her little auto responder of emails going out to people
who sign up for a newsletter. She asked me, “What are we going to say in these auto
responders? What are we going to write?” We have to figure that out and she had to go
through that process for every one of her pages. I know that yesterday she was asking me
about the blogging and the news pages. I’m going to get to that in just a second but
maybe you can give me some of the things you worked on. What was your biggest
challenge when organizing these other pages on your website?


Arlene: I’d say the biggest challenge was just getting it into my head and deciding what
to put down on paper. I was looking at my visitor profile so I kind of knew what my
visitor needed. I kept writing things down and trying to think of what they wanted. I
seemed to get lost in the process and I kept having to bring myself back on track. As I
said, it was just a struggle for me to follow the blueprint but I have to say that looking at
that page made me realize how important it was to have a blueprint. What I found that I
needed to do was stop and think of one page at a time. When I tried to look at the whole
website, I got really confused. I said, “Okay, I’m going to do one page. Here’s what my
page is really about.” Then, I would just draw a picture over to the side of what I thought
my page should look like.


As we talked about before, I’m more of a visual person. I need to see it in a picture
before I can put it on the paper. I would do a little picture of it and then I could see it. I
would say, “Okay, I need a couple of paragraphs here and I need a few bullet points
below that paragraph. Then, this is what else I want to say. I need audio over on this
page and I need to follow up with my invitation.” Following my blueprint and then
putting it down as a picture made it so much easier for me. I could see what I needed to
get down on that page.


                                                                                             20
James: I know you were telling me yesterday or the day before that one of the things that
made it clear was that you realized you were writing this document to yourself. Maybe
you could elaborate on that a little bit.


Arlene: That was huge for me. I guess I was trying to do it in the third party when I
started. I was saying, “Okay, on this page, Arlene will do this.” When I realized that all I
was doing was making notes to myself, which was such a turning point for me it was
unbelievable. I could change the word “Arlene” to “me” or “I.” “On this page, I need to
do this.” It was huge because I realized if I could just make notes to myself, I don’t have
to worry about all the other things. All I’m doing is making notes about what exactly
needs to go on that page. Then, I just go through my notes a few times and go through
the blueprint a few times to make sure I didn’t miss anything. Then, it was done. It just
made a huge difference for me when I realized that.


James: This document that we’re talking about Arlene has a good name for it. It’s
basically just a website outline. It’s her notes to herself, as she said. It includes
everything that she’s going to do on her pages on her website. For example, it’s about 12
or 13 pages long and she has a list on what her articles are going to be. She also has a
page that’s going to be the archives for her press releases. Then, she has a page that’s
going to be an actual press release. She has a page where she describes her privacy
policy. She says, “On this page, I’ll outline the privacy policy for the website and the
newsletter. It’s my intention to buy a legal document from a website that sells them.
This way, I can cover all the important points. I want it to be easy to read and
understand. I will search the Internet for privacy policy template. The headline will say
privacy policy. It will be three to four paragraphs.”


She goes into detail about what will be on this page. Tonight, I’ll share the site with you
where she’s going to get this privacy policy. All of these notes will be available to you.
I’m just going to go through them with her one more time tomorrow. Then, everyone
will receive an email with this entire document. You can go through it and see exactly
where she went. Your task will be to simply come up with your own outline, using this


                                                                                           21
one as an example. It will give you a visual reference about what she went through.
Then, just struggle through it and get it done. Really push forward and get it finished.
Once you have this document, this is your outline. This is basically the ending of your
blueprint. Now you know what every page on your website is going to be about. When
we get into copywriting, things will be very simple. You’ll have your visitor profile, you
know what pages you need to have on your website and you’ll have all the information
listed as to what you want on every one of those pages.


Once you begin to sit down and do the writing and it becomes time to create this content,
you’ll have everything in front of you that you need. You’ll be able to really create some
amazing content, whether you hire a professional writer or do the copywriting yourself.
Of course, we have the keyword research we have to do in the intermediary. We’ll get
Arlene back on here in just a few minutes. Thank you, dear. It’s good to have you on
there. Thanks for sharing that.


For now, you should probably make a note of the website address for my driver’s seat
article. It’s kitcarconnection.com/drivers-seat.htm. As you can see, I added some photos
to the page. It’s quite lengthy. It’s probably about 700 to 800 words. It’s well written,
and goes into good detail. I’m very happy with it and it’s a very nice addition to the
website. I think once you get yours done and go through this process as Arlene did,
you’ll find that you’ll have it as well.


Julian: Why do you have a username and password login on your site? Can we not get
to every page on your site without logging in?


James: Yes, you can. You can get to every page without logging in. However, if you
want to post in the forum, upload a photo or upload a video, you actually need to log in to
contribute.



Baby Step #3: Complete the Research for Your “About the Editor”
Page


                                                                                            22
Keep in mind that we’re not writing here. This is simply research. You’re simply getting
your thoughts clear about what’s going on each of the pages for your website. Get the
research and get your notes down. You’ll have the notes from Arlene as well. You can
use my notes from the forum for the kit car site if you want another example.




#4: Blog Pages

This is another great topic. This is actually a wonderful way to create content on your
website. It’s a way that I’ve been using for a few years now very successfully. It’s kind
of a hidden secret that I explain but quite frankly, I don’t think a lot of people clue into it.
I don’t know of a more powerful way to get content on your site for less cost than this.
It’s about creating newsworthy, very interesting content on your website on a daily basis,
bi-weekly basis or whatever you decide. Arlene is going to add a new page to her site on
Mondays, Wednesdays and Fridays. On my kit car site, we do this Monday through
Friday. This is so we have fresh content going in. We won’t get into all the benefits of
fresh content now but once we get into search engine optimization and Google, you’ll
learn quickly that they love fresh content.


The way I like to do this and find fresh content for my site is to simply go out and search
around the Internet for things that I find interesting. I like kit cars and I’m out there
looking around anyway. I do go out and look and sometimes, I need to find information
for my site. I’ll head out and surf around. I’ll go to other kit car sites and look through
the kit car world online to see if I can find some interesting stuff for my bloggers to write
about. During my travels, sometimes I come across something like this. Factory Five,
which is a kit car manufacturer in the U.S., has reached an agreement with Transport
Canada to bring kit car into Canada. This is huge because most kit cars are not allowed
into Canada. This is because of our great government and Transport Canada,
unfortunately. When I found this little item, it was on the Factory Five website. Of
course, I already knew about this because I own a Factory Five kit car but I decided that
we need to write an article about this. We need to cover this on the website.

                                                                                              23
We’ll get into how you should go about doing this when we get into copywriting. In this
step, all I want you to do is find some interesting places where you can get news and add
content to your website that’s interesting to your readers. This will keep your content
fresh. This was the little agreement that Factory Five and the Canadian government came
up with. I sent that to my writer, Christine and she went through the process of taking the
information from that website and creating a very unique and interesting article. It’s
about how Factory Five has the process of importing kit cars to Canada down to a fine
art. No, we don’t just copy that press release or article. We completely research it, go
through it and organize the content that’s our own unique content. We’re basically
reporting to our visitors an interesting tidbit, especially for the Canadians.


Tammy: Do you feel that once a week is enough for blogposts and have the newsletter
once a month?


James: That would probably be on the bottom end, I would say. It’s better than none. A
couple or three times a week would be better.


Scott: Does Drupal have a time stand for adding content?


James: Yes, you can schedule your content. You can load it up and set it up in such a
way that it will actually publish for you into the future. It doesn’t all publish
automatically if you don’t want it to. You can say, “I want this to publish next
Wednesday” and it will.


This is just a nice little article that the writers wrote. It’s probably about 500 to 600
words in length. You can see that we wrapped it with the ads on the right hand side.
There’s an ad at the bottom. If you look on Google, you can see that it’s already ranking.
It’s not a hugely competitive keyword phrase but it’s interesting and good.


Dan: Can you add data feeds to Drupal?




                                                                                            24
James: Yes, you can.


Andréanne: Can a lack of fresh content have a negative impact of Google rankings?


James: If you’re in a competitive area where you have other websites that are similar to
yours and they’re adding content on a regular basis, it can.



Baby Step #4: Complete Your Research for Your Blog Pages

I had a good chat with Arlene about how to do this. Maybe I can bring her back in here
for just a couple of minutes and we can talk about this. I know she had some questions
about where to get this information for the website. This is going to go under her little
tab called “News.” In her case, we’re reporting on the epilepsy industry. In my case, I’m
looking for interesting, newsworthy items to cover on the kit car site. Let me bring
Arlene back in and we’ll talk about this just for a second. We chatted about this
yesterday in the car on the way home. We talked about how you were going to look for
interesting content for your own particular website where your goal is to provide
newsworthy information to your readers and keep them abreast to what’s going on in the
world of epilepsy within your niche. Your niche is age four to 21, which is basically
Adam’s life span and age group. We talked about a few ideas for places where you can
find interesting content. Maybe you can talk about that.


Arlene: We talked about going out and looking at current press releases in the industry
right now. They will be talking about newsworthy information that relates to epilepsy.
We also talked about Google Alert articles and really searching the world of epilepsy to
see what I can find to report on. For example, there might be something about the
ketogenic diet, which is the special diet that Adam was on. We decided that I wanted
some warm stories and educational stories that will be very interesting to add to the
website.


James: Tomorrow, Arlene is actually heading up into the interior into Colona. She will
be speaking at a fundraiser they’re having for someone in the area that’s raising money

                                                                                            25
for an epilepsy problem. There’s another good example of something she can write about
on her website.


It works the same way as my kit car site. Anything that I find out in the kit car world
online that we can write and talk about, we cover that. I never have a hard time finding
stuff to write about. I could write for a year and not even begin to cover it all.


Tammy: Would printed magazine articles work?


James: They would work great as a basis for coming up with ideas for topics to write
about.


Bozena: Are these blog pages the same as the article news on your website, James?


James: Yes, they are, Bozena.


Thomas: How does a visitor find your blog on the website?


James: They find these pages primarily through Google. I don’t set my site up for
people to go and dig deeply into the blog in this case. Of course, they can use the search
engine within the website and find articles that way. Drupal has a very robust search
engine within it. If someone wants to find something on Caroll Shelby, Factory Five
Cobra or Lamborghini replica, they can just go and find it.


Essentially, think of this newsworthy information as your net. This is the Internet and
what you’re doing is basically casting your own net of content onto the Net. Most of the
people who are coming into my site are coming in through Google or Yahoo. They’re
not all coming to the homepage. They find these pages directly based on the keywords
they’re searching. I have found that it works very well.


Let’s take just a quick break here. Then, we’re going to come back and talk about some
very interesting things. I’m going to show you a feature article and kind of t-up back


                                                                                           26
links in the future. I’m going to show you a very, very powerful way to build up the
internal PageRank on your own site and disperse it properly through out the website.
You can get these pages to rank well in your website so they don’t get buried into the
bottom of your website never to be found again by the search engines. There are some
strategic ways you can really work. I’m going to show you one of the pages on my kit
car site as we do this. We’re going to talk about legal pages and then wrap it up with
survey pages. Let’s take a quick five minute break. We’ll play a word from our sponsor
and we’ll meet you back here at exactly seven minutes after the hour.



#5: Feature Articles

Okay, welcome back. Let’s dig into feature articles. We’ll open this up to a Q&A so
maybe we can hold any questions until the very end so I can quickly get through this.
What we’re going to cover off will be pretty straightforward. This is an extensive article.
It’s something that is very well written and well researched. It’s basically a core article to
the website. It’s about Caroll Shelby and it’s about 2,500 words in length. I have another
article that we just added. I’ll show it to you now. It’s about the SEMA event and it’s
the car show I went to down in Vegas a couple of months ago. We’ve added audio and
video, which will be coming up shortly. We also added photos to the photo gallery from
that event. This is kind of a lead up to backlinks and top search rankings later on but I
just want to give you a visual as you start to look through it.


Arlene has decided to do the same thing. She will be creating a major feature article
every three months on her website. It’s something you don’t need to get carried away
with. You don’t need a whole bunch of these. Plan for maybe four a year and you can
use these as internal hubs for your website to disperse PageRank, anchor text and that sort
of thing. That will make sense as we just jump into it. Essentially, your task is to come
up with an idea for the feature article for your own website. If you’re working on a
particular topic, you should be able to come up with an idea for an article based on
something that your visitors will find very, very intriguing. In Arlene’s case, she’s
putting something together about the ketogenic diet. That’s the diet that stopped Adam’s
seizures in roughly a day, if you can believe it. He went from 200 to 300 seizures a day

                                                                                            27
down to almost nothing just by changing his diet. It’s an article that she’s definitely
going to develop on her website.


On the kit car site, I have an article about SEMA where we have full coverage of that
event. We have in-depth coverage about how the SEMA show of 2007 exceeds
expectations.


John: Are these product pages?



Focused for Backlinks

James: Not so much. I have Google ads on here. If I had a merchant that was suitable
for this page, I would absolutely add it to the page. Essentially, though, this page is set
up as a very focused place to bring in backlinks. For those of you who are building
backlinks, imagine that this page had 20 solid backlinks coming in and boosting this page
in the rankings. In this case, I would want to rank for SEMA or the SEMA show in Las
Vegas. I have a beautifully, well written page of content here that Kellie put together for
me. When I got back from SEMA, I had the idea. This is basically the place where
you’re at right now. You need to come up with one really solid idea for a feature article
for your website. It needs to be one that can basically becomes a linking point to other
places on your website. I’ll show you what that means.


Imagine that this page is ranking extremely well. It has all kinds of PageRank and is
looked upon very favorably by Google. It’s trusted and has solid PageRank. In Google’s
terminology, it’s important. We’ll scroll down this page a little bit and I’m going to point
out a few elements. First of all, it’s very long. The page itself is 3,396 words in length.
It’s a story. It’s a definitely a story. It’s a story about Justin and me heading down to
SEMA. The way we came up with the idea for this article was when I came home from
SEMA, gave Kellie Fowler a call and had her interview me for an hour. She asked me
everything possible about the SEMA show and what we did down there. You can see
that it attracts more than 100,000 industry leaders and 50,000 domestic and international
buyers. In 2006, it was segmented into 11 sections and so was the 2007. I pulled out

                                                                                              28
some information that I learned down there and I explained it to her. As for the photos
you see on this page, I took those down at SEMA.


All of this content is unique and interesting. It’s very story intense. I told Kellie that
there’s more than 2,000,000 square feet to explore, which is the equivalent of 41 full size
football fields. It was absolutely something else to wander through it. If you scroll down
a little more, you’ll see the very first car I took a picture of. It’s a brand new Toyota
MR2 with a brand new re-body on it. One of the stories we decided to sprinkle
throughout was the story about Caroll Shelby. She had some fun with Justin and I in the
article looking to meet Caroll Shelby. We knew he was going to be there. We just had to
track him down. When dealing with 41 square football fields, we had some looking to
do. We heard he was going to be in a few places. We wandered around and we kept
missing him. Finally, we found him at one of the booths signing autographs. We get in
line and he’s gone before the line-up is done. She had some fun with us.


All the way through this article, there’s that story. We’re talking about Meguiar’s, which
is a product line for cleaning cars. We found the Factory Five booth and here’s where it
gets interesting about internal linking and stuff we’ll get into as you work further into
your article. As you can see, I have a picture of a Factory Five GTM Super Car. It’s a kit
car and basically an amazing car. If you click on the Factory Five link, it will take you
through to my factory five photo gallery where you can learn more and see bigger
pictures of the car. You can just get more information about the car in here. It’s just a
link through for the article. We’ll go back to the article. We ran into Chip Foose from
Overhaulin’. That was a big story we talked about in the article. Scroll to the end of the
page. We went to the Roush booth where you can buy an engine for your Cobra. This
one will set you back about $40,000. You can click on the link, which is named “Roush
crate engines” for a reason. That’s the word I want to rank for. If you click on the photo,
it will take you through to the photo gallery for Roush crate engines where all the
beautiful engines are. Typically, they range from $35,000 to $50,000 for one of those
engines. They are absolutely stunning works of art.


Dan: Wouldn’t all those outgoing links dilute your PR for the feature article?


                                                                                             29
James: Actually, that’s what I want them to do. I want them to migrate my PageRank
from the feature article all the way to all of these other pages. You can see all throughout
the site that I set the anchor text just right. I have the keywords that I want to rank for
like “1933 ford all steel body” and “American Speed Company.” Anywhere I can link to
in my own website using the right keyword phrases, that’s what I’ll do.


You don’t need to get into too much detail on this now. I’m just giving you a picture and
I’d like you to go study this article. Basically, this is exactly what we’re doing. We’re
migrating PageRank throughout the website. Again, if this article had all kinds of links
coming into it from other reputable sites on the Internet, this PageRank would flow from
this page to all the other pages on the website. This allows me to control which pages
will be ranking a lot better. This is going to be a very strong page that’s trusted by
Google. These other pages will be trusted by Google as well. These are the pages I’m
linking to.


There’s Shelby, Shelby, Shelby. We’ll go all the way down. You’ll see that I’ve placed
alt tags on all of my photos. We’ll get to that in just a minute. Again, if you click on the
Caroll Shelby photo, it will take you to the photo gallery where we’ve got Caroll Shelby
signing autographs in the pictures I’ve taken. There’s Justin and this is hilarious. I
actually had to push him toward the SEMA girls to get this shot. He was a little bit red
but he got the hang of it after awhile. There’s the new Dynacom body. Again, this goes
for you guys as well. Get your cameras going. These are beautiful ways to build content
for your website. We have an article that’s maybe 300 to 400 words in length. We have
maybe a dozen photographs on it. It’s completely unique and original and it’s a beautiful
way to migrate the PageRank within the website. When I’m looking for back links, one
of the pages I’ll be pointing those back links at is this one. All of these other pages that
are linked from this page will really become powerful. Plus, I’m not done with this page.
There are all kinds of other pages I can link off to. Here’s Caroll Shelby, Shelby Cobra,
Aston-Martin, IMC Sports Cars and so on.




                                                                                              30
Chris: Looks like the idea is to get lots of people to link to this article so it will get PR.
Then, the links within will leech down to the other pages.


James: Brilliant. That’s exactly right.


Donald: I want a Roush 427IR.


James: Absolutely. It’s a spectacular engine.



Baby Step #5: Complete Your Research for Your Feature Article

The biggest thing that you can do is figure out a story. Don’t sweat this. This is simple.
I went to SEMA and I just told a story about me going to SEMA. Arlene has a story
about Adam and the ketogenic diet. She’s just going to tell that story and it’s going to
become the feature article. When it comes to working over your topic, find some of the
core information that you’re covering and just decide to come up with a hugely well
written, well researched, story-based article. I guarantee that article will rank like crazy.
SEMA is a pretty competitive keyword phrase, if you think about it. It’s very niche but
it’s still hugely competitive. With the right backlinks, that article itself can rock. All the
articles that are linked to it from that page are going to do extremely well because that
page will be very strong. Keep that in mind as you create your page. Baby Step #5 is to
Complete the Research for Your Feature Article.


Rick: How long has the SEMA article been up?


James: Probably less than a week. It was sometime over the weekend when I added it.
You can go to the article and check it out. It’s date stamped so have a peek. In fact, that
may be a good thing. Maybe you can go and do that for me. It’s at
kitcarconnection.com. I think it’s currently the top article on the right hand side.


Rick: Jan. 21



                                                                                                 31
James: What’s today? It’s the 28th or 29th? There you go.



#6: Legal Pages

This is a big deal. Make plans to add one of these to your website every quarter, at least.
That’s all I’m doing and I think that’s all you need to do. You’ll fill it in around all these
other articles. I like to use this service here, FindMyLegalForm.com. As you can see
here, they have over 750,000 legal documents and forms sold. Of course, I can’t give
legal advice and I’m not. You can go here if you need legal documents for your website.
If you need a privacy policy, you can simply type the name of the type of document you
want, click on go and up comes the little search result. Many of you are going to want a
privacy policy agreement. It will probably be all of you. You may want a website
disclaimer. If you happen to be in the medical industry like Arlene, she’s going to want a
medical disclaimer on there. Have a good think through over what you’re talking about
on your website and get a few articles on there.


There are things like “Terms of Use.” I have one of those on the Bootcamp site. I also
have these on the kit car site. I have a variety of different agreements on there. The
privacy policy agreement is $15. You can’t beat it. They also have an Internet package
here. You can see Internet where it says, “Internet Forms Combo Package.” You just
grab these and hit “Add to cart.” It includes Domain Name Assignment, Website
Maintenance Agreement, Website Design Agreement, Website Affiliate Agreement,
Terms of Use Agreement and a few others as well. Just go look through it and find the
ones you need. Spend the $15 or $20 on the agreements you need for your site just to get
that covered off.


Glenn: You can also consider your menus as avenues to spread your PageRank.


James: Absolutely.


Linda: Do you need to change the wording on these agreements?



                                                                                            32
James: All you need to do on these is add your personal name and website domain.


Donald: Should you customize these to be unique?


James: No, I don’t care if the agreement pages rank. These are just pages on the site for
our protection legally. We don’t care if our privacy policy ranks. As far as duplicate
content goes, it doesn’t matter in this case. Legal agreements are very quick and simple
to do.



Baby Step #6: Identify the “Legal” Pages for Your Website

I would encourage you to go buy them and get them ready to go for your site. As for that
13 page document of Arlene’s, right off the bat she needs two agreements. That gets her
down to 11 pages she needs to create.


Chris: So much for Google liking uniqueness. My terms and conditions page ranks well
for some reason.


Dan: LOL. Maybe you should put an affiliate link into your terms and conditions.


James: That’s hilarious.


Again, identify the legal pages for your website and head over to
FindMyLegalForm.com. Spend the $15 or whatever you need to get that done.



#7: Survey Pages

This is something we’ve got going on in the forum. I’d like to make this a more dynamic
piece of the training here where we can actually go through this together. Let me give
you an overview of it now. This is the last section for this evening but I think it’s a very
powerful thing that you should consider doing. If you’re in the same place I am with the


                                                                                           33
sterilizer site and you’re not exactly sure what you’ll be writing about for your home and
product page, I’m going to do a survey on the website to ask my visitors what they want.
As it says right down here, I have found that a very easy way to find out what they want
is to ask them. That’s simple enough and that’s what the survey is going to be. It took
me about half a day to come up with a way to do this. I want to have an incentive. Just
because I’m running a survey, doesn’t mean people will participate. I’m going to have to
think of a way to give them an incentive to give me feedback.


Let’s say you have a website or topic you’re working on where you’re not quite sure what
you’re going to write the page about. Let’s say you’ve got a product page and you’re a
little bit stumped. You’re not quite sure how to position that page on your website.
You’re not quite sure what you’re going to talk about, what the story is going to be about
and so on. What you’ll want to do is work on finding as much information from your
visitors as you can. Of course, if it’s a brand new website, you don’t have any visitors.
It’s just like my sterilizers website that just came up last week. There are no visitors
there. What I’m going to do is spend $50 or $100 on Google AdWords and buy some
traffic. I’ll move them into my survey so I can get some feedback from the visitors and
figure out what they want.


This way, I can do a much better job of creating the content for them. I won’t have to
fumble around trying to figure out what they want. I’ll just ask them what they want,
they’ll tell me and I’ll create the content. I would encourage everyone who wants to run
a survey, whether you know what you’re going to write about or not, it’s worthwhile. I
guarantee that you’ll always get more feedback from your visitors than you thought.
You’ll find that it will help a whole bunch just to get some feedback. I would encourage
you to do this. My job with the sterilizer site is to find what they’re looking for. I set up
a link to a page where I’m going to ask them some questions. I’ve got Kellie back
involved to help come up with the writing I’ll need for my offer.


Let me take you back to the page. You can see that there are already people who have
decided to participate. If you want to run a survey, I would encourage you to find this
thread. Just type “sterilizers360, setting up a survey.” There’s Chris. I like that picture


                                                                                            34
of you and your kiddo there, Chris. That’s adorable. Mind you, Arlene and I were
chuckling yesterday as you mentioned it was -42 degrees there. Now, I understand why
you’re making babies. It’s too cold. There’s another Chris. A number of us are going to
be in there creating surveys for our websites together. If you want to make a survey, go
in, find this thread and join in. It’s on the BootCamp site. If you’re listening to this as a
recording, that doesn’t matter. Find it on the BootCamp site and log in. This will be an
active thread for quite some time because it’s a good thing to do. I’m going to post the
results of my survey from my sterilizer site in here as soon as I have them.


Let me click on through. This is my website. It’s just the bare bones but it’s
sterilizers360.com/ask_question.html. Once I came up with the page, I needed to figure
out what exactly I was going to ask my visitor. I really don’t know them. I don’t know
who they are. I’m guessing at a lot of it. I have some information that I learned from
Shlomo during my Coffee Talk interview with him. I actually need to call him later
today and I’ll probably hear from him in the morning. I have a few more questions for
him. I really want to know and come up with a strong angle for an incentive for my
visitors. So far, what I’ve come up with is, “If you could ask the president of
sterilizers.com, an expert in sterilizers any question, what would it be?” I’m not the
expert here and I don’t know anything about sterilizers at this point. I may know just
enough to be dangerous.



Coming Up with a Reason to Participate

I wrote a little note to Kellie, my writer. It says, “Kellie, here are some ideas I’d like to
discuss with you. I need an article that entices users to ask their questions of Shlomo
Savyon. Then, there are some of my random thoughts down on the page here. If
someone comes along, it can say, “Here’s your chance… James Martell, owner of
sterilizers360.com, given a rare opportunity to interview Shlomo Savyon, President of
Alpha Medical and Sterilizers.com, ranked #1 on Google for sterilizers. Shlomo has been
in the sterilizers and autoclaves business for over 30 years. Since ____, thousands of
businesses, including the U.S. Government and Military have relied on this company for
their sterilization needs.”

                                                                                                35
I’m trying to come up with a reason for them to want to ask Shlomo a question. These
are just my notes to myself. If they will take the minute or two it takes to answer my
question, I’ll send them a complimentary copy of the audio interview I’m going to do
with Shlomo. I’m also going to invite them to participate in coming onto the call, which I
think I’m going to schedule for February 13. As you can see, the basic idea is starting to
flush out. My idea for the survey looks like it’s going to be something to the effect of, “If
you have a question about sterilizers, you will have an opportunity to ask an expert in
sterilizers, Shlomo Savyon, President of Sterilizers.com and Alpha Medical. If you’ll be
kind enough to share your question with me, I’ll ask it for you. Then, when I’m done
with my interview, I’ll actually send you a copy of the interview on audio so you can get
the answer as well.”


Down at the bottom here, there’s a little place for them to answer the question. There’s
also a lot of writing to do on this page. It doesn’t need to be very long but it needs to be
very precise in its writing. The offer is going to have to be very clear. I’m also going to
have a cover made. You guys have seen the audio covers I’ve had made from Vaughn.
I’ll have a picture of a CD cover up (top right beneath headline) here and a very clear
message that says, “You’ll get a copy of this CD if you’ll just send in your question for
me.” Of course, I’ll go to Google AdWords and all the words I’ll buy will be from my
sterilizers keyword list. I’ll know that people coming to the site are looking for
sterilizers. That will be the keyword phrase they typed in. I’m looking for somewhere
between 40 to 50 responses. Once I have 40 to 50 responses in my database, I can start to
make some serious decisions on the product pages I’m going to create for this website.
I’m only going to create two and I want them to be killer pages. I want them to be as
good as I can get them right off the bat so I don’t have to do too much tweaking.



Getting Newsletter Subscribers

For you guys, who are putting together an email newsletter, follow along here. I’ll have
this very nice interview with Shlomo. Once it’s done, I’ll use the audio as an incentive
for them to answer my question for the survey first. This way, I’ll have questions to ask

                                                                                            36
Shlomo. Of course, the people who answer my question are perfect prospects to buy
sterilizers. My little auto responder will be nicely following up with them. I guarantee it.
I’m also going to use this audio for another reason. I’m also going to use the audio as an
incentive to subscribe to my newsletter on sterilizers360.com. Once I get that little form
created as we get into the email portion of the training, they’ll come in here and find a
good incentive to join my newsletter. If they do, they’ll get this amazing interview with
Shlomo Savyon, President of Sterilizers.com and Alpha Medical. He’ll answer all their
questions about sterilizers and how they can learn all of the stuff we’ll cover. If you’ve
never done an interview, don’t worry. You don’t need to do an interview if it makes you
uncomfortable. Maybe you want to do an audio. Maybe you can come up with a quick
little free report. Get your head into this a little bit and figure this out. Pop into the
forum if you find this a little bit challenging. We’ll be happy to help you come up with
an offer to get your visitors to where they will give you feedback. Once you have the
feedback, you’ll have the information you need to create killer pages very easily.


Cheri: Incentives might breach T&C’s for some merchants, true, James. Best to check.


James: Yep, absolutely


Dan: I’m going to get a free piano lesson video as my incentive for newsletter sign up
page.


James: Perfect. That will be great.


Chris M.: I’m doing an interview right now so I’ll post start a thread on how it’s going.


James: That would be great to hear.


Ted: Where are the new Baby Steps, course outline, etc listed?


James: I’ll give those to you in just a second.




                                                                                             37
Denise: Are there any legal issues with publishing photos of someone else’s products
such as you would find at a trade show, pearls at a jewelry show, dog at a dog show, etc.?


James: Not that I’m aware of. If anyone else wants to talk about that point, by all means,
feel free to do so.


Scott: Hi, James. When I registered my domain name it was www…. But when I
installed Drupal it doesn’t recognize the www. Does this matter?


James: It doesn’t matter so much but there is a module you can upload. We’ll get into
that when we discuss Drupal. I can walk you through it and that will take care of it for
you.



Where to Gather Your Survey Data

Let me just get through these last few pages and we’ll address all the questions that are
coming up in the left hand column. This is the service I use. It’s at
www.AskTheDatabase.com. I won’t get into any detail right now. I don’t know if
you’re quite ready to sign up for this. You do get a 21 day trial for a buck. It’s a good
little deal so I recommend doing it. You’ll probably want to stick with it. I could not live
without this service because I’ve done so many surveys. I’ve probably done 30 or 40 of
them and I use it all the time. You might want to consider this as being part of your
overall portfolio. It’s a dynamite little service. When visitors fill out this little form, all
the data ends up in a database at askthedatabase.com. I’ll give you an actual tour of it
once my data comes in from my sterilizer site. Once I have all the answers in there, I can
then sort it by keyword and most popular information. Then, I can start to really analyze
the data using the tools that they give me in the system. It all pours into this database.


As you can see, there’s a little member login at the top right hand corner. Once you’re
logged in, this is what you look at. You can see here that it says, “What’s the biggest
problem, challenge or concern you have when purchasing a sterilizer or autoclave
online?” That’s one question I’m considering. As they come in and answer these

                                                                                              38
questions, they all fill in below. You can see some of the surveys up here (very top of
page). There’s one with 69 responses, another with 74 responses and zero responses for
sterilizers because I haven’t launched it yet. Once I have it, I’ll be able to get a really
good idea and I’m going to pull all the data from my survey in the BootCamp forum.
You’ll get to see actual responses. This week, I’m going to finish the page. I have the
rough notes and I sent them to Kellie. We’re going to hash it back and forth to figure out
what we’re going to write about to draw people to this page. I need to have my little icon
of the CD created to give them a visual on what they’ll get for taking two minutes to
answer the question. As the responses come into this little area here (top), I’m going to
publish them for everyone to see. Even if you’re not currently running a survey, you’ll
be able to see how it works in great detail.


Cheri: Should we sign in through you, James? Are you an affiliate?


James: Yes, I’m an affiliate. Just type in this website address: www.askthedatabase.com.
Then, I will get the commission for anyone who joins, just so you know how that works.



Baby Step #7: Organize a Survey for Your Visitors

I told you we have a lot to cover tonight. Although it’s not nearly as much work as it just
looked, I’m going to encourage you to get your website outline together. I’m going to
talk with Arlene when we’re done this evening and I’m going to make a commitment to
you guys to get her website outline out to you guys by tomorrow evening. Twenty-four
hours from now, you’ll have it in front of you. It’s important to get this piece of the
puzzle done. This almost reminds me of Step #5 in the handbook. There’s a bit of work
to be done here and you’re going to have some hard thinking to do on some of these
pages. You’re going to be challenged. Of course, you can log into the forum at any time
and post your questions so don’t sit there stuck. If you get stumped on anything, by all
means, post it in the forum. We’ll be there to help.


I’m going to give you your task items for the week and just a review of the baby steps.
Then, we’ll go into our Q&A. Mike, I’d like to give you one thing to listen to this week

                                                                                              39
and that’s my Coffee Talk on outsourcing. For those who haven’t listened to this, you’ll
find that you will get a lot out of this. You don’t have to build your business on your
own. You can really get a lot of low cost, highly professional help online by employing
the talents of others from places like Elance, RentACoder and so on. I go into great detail
on that during this course.


Suzzanne: Is this a two week baby step homework assignment?


James: This is probably a three or four week baby step homework assignment. Two
weeks ago, we started off with the homepage and product page. Now, we’ll do what we
talked about this evening and I’ll give you the items in a moment. We’re not going to
jump into copywriting for a couple more weeks. Yes, you’ve got a couple of weeks to
get this done. Of course, we have a session next week but it won’t be nearly as intensive
as this week’s. This will give you a chance to get the work done. As for your task items,
you’ll want to write these down if you have a pen handy.



Weekly Task Items:

       Baby Step #1 - Research for Home Page - Technically, this should already be
        done but if it’s not, you’ll want to get that finished up.


       Baby Step #2 - Research for Product Page(s) - The same goes for Baby Step #2.
        You’ll want to make sure you have the research for your product pages. If you
        haven’t yet selected the exactly product you’re going to market for your merchant,
        you definitely want to make that a priority.


       Baby Step #3 - Research for “About the Editor” Page - Make sure to start that
        process.


       Baby Step #4 - Research for Blog Pages - This is an easy baby step because
        you’ll simply go out and search the Internet. You’ll find four, five or maybe 10
        interesting items that you’ll cover later on when we get into the copywriting area.

                                                                                           40
        Again, these are not that big. The homepage and product pages can be a lot of
        work but the “About the Editor” page and blog page each took me about an hour.


       Baby Step #5 - Research for Your Feature Article - This will probably take
        about an hour.


       Baby Step #6 - Identify the “Legal Pages” - This is also very simple to do.
        Suzzanne, I think you’ll find that this isn’t as much work as it just looked.


       Baby Step #7 - Organize a Survey for Your Visitors - Not everyone wants to do
        this but those who do, plan to meet me in the forum. We’ll work on this together
        over time. Don’t let that one scare you away either. I think everyone should do a
        survey, personally.


       Baby Step #8 - Listen to Coffee Talk about Outsourcing - I think it will be a
        real eye opener, to put it mildly.


How many of you, if I may ask, have already listened to that Coffee Talk on outsourcing?
(Many “yes” answers are coming through.) Maybe you can share a little feedback with
those who haven’t.



Q&A Session

I’d like to open this up to a live Q&A. We’ll probably go for about 10 minutes here. Let
me flip back up to where we were. I’ll go back to Scott’s question.



Drupal Dropped the ‘www’

Scott: Hi, James. When I registered my domain name it was www…. But when I
installed Drupal it doesn’t recognize the www. Does this matter?




                                                                                        41
James: Technically, it doesn’t really matter. There is a module that we’ll cover when we
get into Drupal that will actually take care of that. It’s not really an issue. It’s just that
they’ve decided to go without the triple w. I prefer to have “www.kitcarconnection.com”
and I just dealt with this last week to get this little module installed. It’s very simple to
do. It will solve that problem for you. It’s not really a problem but if you prefer to see
triple w instead, it will take care of that for you.


Chris M.: WordPress defaults to a non-www as well.


Dan: Will your product pages be Drupal format or story format?


James: My product pages are story format.


Marc: Giving out free audio for survey, capturing email and address also?


James: Yes


Dan: Do a redirect for your triple www site.



Drupal for Non-community Sites

Cynthia: Your sterilizer site looks like a Drupal platform. This is good for sites that do
not have user-generated content.


James: Yep, I’ll be using Drupal for exactly that. I’m going to set up the homepage as a
static page. I’m going to set up the blogging area in a page called “News.” Then, I’ll
have a couple of product pages in the top right corner and a very basic bottom menu.
That will be the site other than the privacy policy and all that stuff. It will be a very
simple site and I expect it to make a fair amount of money.




                                                                                                 42
Keywords

Scott: What keywords would you buy?


James: I have my keyword list that I ran for the sterilizers website. All of the keyword
phrases such as “buy a laboratory sterilizer,” “buy a laboratory autoclave” and a few
others I don’t remember off hand will get that done.


Andréanne: How much time does it generally take killercovers.com to create a cover?


James: Usually about a week. Sometimes, it’s a little quicker but usually about a week.



Blog Article Steam

Rick: On the kit car site, your blog seems to be a long stream of articles. Is each article a
separate page?


James: Each article is a separate page. I don’t really envision people digging through my
blog and wandering down these long pages. Some people do this in the blogging world.
Essentially, every one of those pages that link from that long series of pages has its own
ability to rank in the search results. Keep in mind that people are not generally coming in
through the homepage. They’re coming in through whichever page they landed on as a
result of their keyword searches. Typically, they pretty much find what they’re looking
for. For example, if someone is typing something like we were talking about earlier,
“how to get a kit car into Canada,” there’s a good chance they’ll find that article.


Dan: I just hired someone to do my custom Drupal theme for my site using Elance for
$500.


James: Awesome. I can’t wait to see that.




                                                                                           43
Capturing Survey Participant Emails

Denise: Can you capture the customer name/email for the survey but continue the auto
responder without permission (signing up for the auto responder)?


James: In the way askthedatabase.com works, you can set it up to capture their names
and email addresses. When they hit “Submit,” it will send them one email from that
software and that’s all the software is set up to do. It sends just one email but you can
also program your auto responder at the bottom of it. If you already have an auto
responder like AWebber, you can add the addresses to that program as well. It will send
them a series of auto responder emails. If you want to have one of the first emails for
them to opt in and keep it all legitimate, you can set it up so that the second email is the
confirmation email. It can come to them right away as well.


Julian: Will you try to get PADs out for each new feature article?


James: Yes. To me, the feature article is a very strong hub for the website. As I
distribute PAD articles, I’ll have them linked back to there.


Colin and Luidmila: Is there a legal issue if someone sends you their photos and you
then publish them on your website?


James: No, I don’t think so. The worst thing that usually happens is that they’ll ask you
to remove them.



Logging Into Drupal when You’re Offline

Chris L.: James, I put my site into “offline” and now I can only get on the control panel
and I can’t log onto the site to turn it back on.




                                                                                               44
James: Let me just give you the address for that. Just go to your website and turn it back
on. Whatever your website is dot com; then, type a forward slash and “/?q=admin.”
You should be able to get straight in.



Adding YouTube Video

Garry: When adding video on your website from YouTube, does this dilute your
PageRank?


James: Nope, not at all. I don’t really worry about diluting PageRank too much,
honestly. If you notice on that article about SEMA, all of the links on that page went to
internal pages on the website. Of course, I do have a link to the SEMA site as well. I do
want to be associated with the SEMA site. I have no problem with doing that. I’ll add 10
other links to relevant websites if I cover them in the article.


Christian: I found a great domain name that I hate to pass on. The dot com, dot net and
dash versions are available but the dot org extension was taken. Is this a good enough
reason to choose another domain name where all four versions of the domain name are
available?


James: No, I’d grab them. I wouldn’t worry about one of them being gone. If the dot
com wasn’t available, I would probably reconsider. If you have everything but the dot
org, I’d go out and grab it.


Steve: What are the rules regarding using photos, audios and videos we find on the
Internet such as YouTube and other social networks or individual websites?


James: Typically, they give you permission. The person who uploads the video can give
you permission just by giving you the code to add to your website. If they don’t want
you to use it, that functionality is turned off. I plan on using a lot of YouTube videos on
my websites.



                                                                                          45
Bozena: James, when we do not have privacy blocked when hosting our domain, is it
safe to do this so? I have heard that some people can steal your email address for
spamming.


James: Sure, they can but I don’t think that ties back into the privacy issue. The reason
the domain name companies want you to select “privacy” is because other domain name
companies will not be able to get to their customer base. I don’t care if they try to get to
me or not because I want the search engines to see who owns the website. I don’t select
“privacy.”




What the Visitor Sees in Offline Mode

Rick: When I go to my new site, www.all-about…the site shows in my browser, showing
that it is operating in offline mode. Do others issuing the url see the same thing or just
the “Under Development” screen?


James: They just see the “Under Development” screen. You will see it operating in
offline mode, which allows you to surf around the website. You’re in offline mode but
they don’t see that. They only see the little splash page that says the site is down.
Sorry, Cheri. I had my cursor over it so I didn’t see your voice bubble. Let me bring
Cheri in for her question.


Cheri: Hi, James. My question is about the survey and incentive. I’m not actually a
tennis player and I want my visitors to give me content. An incentive to fill in the survey
would be to allow them to post their matches and their videos and that kind of thing.


James: I think that might be stretching it a little. First off, most people will not be those
people who want to post a match. There will be your visitors and then, there will be your
members. I would suggest coming up with something more general and more appealing
to the broader audience.




                                                                                             46
Suzzanne: James, after putting up my site, I added a note to visitors asking them to
bookmark my site and check back on March 1. Then, I said if they’d like to have an
email notification when the site is up and running, to email at (insert website email
address). Is this a good idea or should I take this off?


James: That’s probably a good idea but I wouldn’t put the actual email address. I’d
come up with a different way because that’s how the spammers get your email. If you
post your email on a web page anywhere, I’d recommend taking it off, for starters. The
spam spiders will grab your email address and pull them into databases. This is where
your spam comes from. If you can come up with a way for them to enter a form to be
notified, I would do it. Having said that, if it’s a brand new website, you’re probably not
going to get many people there anyways. If it’s coming up within a month or two and
you already have visitors, it’s probably a good idea.


Dan: If I understand, you will develop backlinks to your product and home pages and
feature articles?


James: That’s correct, Dan. My feature articles will be linked directly to my product
pages as well.


Chris C: Will you go over setting up a contact form in Drupal?


James: Yep, I will.



Excessive SPAM after Blocking in the Domain Name

Rick: I’ve noticed a huge increase in spam since I opened the “blocked” urls. Do you
think this is related to the new urls?


James: Where would this be? Let me go ahead and bring you in.




                                                                                         47
Rick: Hi, James. When I opened a group of hyphened and non-hyphened urls, a whole
group of them, I suddenly went from 30 spam messages a day to 120.


James: Did you set up the emails for those as well? Could that be it?


Rick: No, but I guess they’re all parceled under the same kind of name when someone is
searching for them.


James: That’s an interesting question but I’m not really sure of the answer. You might
want to get a hold of your hosting company and ask them to have a look. They can
probably take a peek at it and see where it’s all coming from. If it happens to be coming
from the same place, you can put a block on their IP address. You won’t be getting
anymore of their emails. They have someone who’s really abusing it.



Video Sample

I think we’re probably starting to wind down now. One of the things I managed to do
over the holiday season is get to work on video. I know it’s coming in an upcoming
session and we’ve had some good chats with people in the forum. We have a couple of
good threads going about video. Obviously, we’re not going to get into it now but I
wanted to leave you with a little video that I put together. Now, I know nothing about
editing video. I do know a few tricks about capturing footage on a video camera.
Essentially, you take little snip its in five, six, eight or 10 second shots. You basically try
to keep your footage in sequence.


Over the Christmas holiday season, I spent about two and a half hours working with my
Windows movie making software, which is the free video editing software that comes
with Windows XP. I’m sure many of you have Windows XP and have this on your
machine without even knowing it. I had no idea how to do this. I was concerned it
would be complicated. I have to say that Charles Johnson from The Buzz gave me a lot
of encouragement to do this. Phil did as well. I’ve seen him work with video so that took
a lot of the mystery out of it. Even though I thought it was much more complicated than

                                                                                            48
it turned out to be, I found uploading video into my computer was as simple as uploading
digital photos into my computer. I found that working with this type of software was
really quite easy and way easier than I thought.


As we get further into this, we’ll cover what I’ve learned. I think those of you who want
to get into serious video will be able to make nice little segments and get them into
YouTube. Just knowing what I know now, I would be willing to bet that I could probably
put together 30 videos in a day or two. I could get them all uploaded to YouTube and
really get them to work well. I know the little Cobra video that I added on November 22
or 23 is already approaching 3,000 views. It’s an exciting way to build traffic. We’ll get
into that down the road, of course. I’ll just leave you with a little video that I put together
on YouTube. It’s a family video and I wanted to use it as a practice video. If any of you
have extra time and you want to start digging into some video, you can do so. I’m just
going to push the “Play” button now.


Here’s a video of Arlene and I when we went on vacation. Maybe you can use it as a
little inspiration. Of course, it was completely funded by our affiliate marketing business.
We actually made more money in Maui on that trip than we would have at home. It was
a great trip and we had the opportunity to spend 10 beautiful days with our youngest
daughter. When you have four kids, something like that can be pretty special. They’re
all tugging at you so 10 days one-on-one was great.


Steve: The Sacred Pools?


James: Yep, we went there. Let me play this for you. We’ll see everybody in the forum
and next Tuesday. Get your homework done. It’s well worth the effort. Goodnight, all.




                                                                                            49
Crafting Stories that Lead to the Sale
Part 2 – Reference Materials
Session #9 Crafting Stories that Lead to the Sale Part 2 of 2

Sample Product Pages

      KitCarConnection.com - Painting Your Kit Car Yourself and How to Do it Right

Setting up About the Editor Page

      Forum Thread - Setting up an ‘About the Editor’ page
      Sample Page - From the Driver’s Seat

Finding Information for Blog Posts

      Google Alerts – http://www.google.com/alerts

Feature Article

      KitCarConnection.com - SEMA show of 2007 exceeds expectations

Legal Forms

      FindMyLegalForms.com - http://www.findlegalforms.com/forms/

Setting Up a Survey

      Forum Topic – Sterilizers360.com: Setting Up a Survey
      EpilepsyMoms.com Survey Page - http://www.epilepsymoms.com/epilepsy-
       survey.html
      Sterilizers360.com Survey Page -
       http://www.sterilizers360.com/ask_question.html

Coffee Talk Interviews

Coffee Talk on outsourcing

Outsourcing Resources

      Elance – http://www.elance.com
      RentACoder – http://www.rentacoder.com

Website Outline


                                                                                  50
   EpilepsyMoms.com - website outline




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            Crafting Stories that Lead Visitors to the Sale!
                              (Part 2 of 2)

Initial Research (Arlene’s Epilepsy Site - Expanded)

Home Page
The primary focus of the home page is to capture the email address of the visitor, outline
exactly what the site is about with a focus on what's in it for the visitor and provide site
navigation. The home page will be well organized and researched and provide a great
headline, strong copy and an enticing audio.

Headline

I would like the following words used in the primary headline:

   i.   Use Words that Relate to Their Feelings – frustrated, overwhelmed

   ii. Use Words that Relate to the Problem They Are Trying to Solve – seizure control

   iii. Use Words that Relate to Hope and Solution – get some answers

Secondary Headline

I would like the following words used in the secondary headline:

   i.   Use Words that Relate to Their Feelings – helpless, scared

   ii. Use Words that Relate to the Problem They Are Trying to Solve – not seeing
       results from current treatment, conflicting advice

   iii. Use Words that Relate to Hope and Solution – talk with someone who has been
        through it before, relief

Primary Content

The primary content for the home page is a simple and to the point letter from me to the
visitor. It will include the current date and a common salutation (I.e. Dear __________,)

I would like 1 to 2 paragraphs maximum and they are to be tightly focused and directed at
building my credibility as to who I am and why they should listen to me. It will also help
them to relate to me.

   i.   when my son was 4 he was having 200-300 seizures a day

   ii. after numerous failed drug attempts the head neurologist at a local hospital
       suggested we put a crash helmet on him and put him in a institution


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   iii. today he is 20 years old, graduated from high-school and has been seizure free
        and drug free for over 10 years

I would like to include below the paragraphs, 5 strong bullet points that let the visitor
know what they will find on this site

       You will get answers to questions about seizure control

       You can meet with other moms, support, hope for the future

       learn the truth about alternative treatments and why the doctors are not allowed to
        tell you about them

       learn what and why the doctors won’t tell you, what research you can (and
        should) do on your own

       learn about the harmful side effects of medications and how they impact their
        learning and behaviors,

       learn why you should not get you health education off the evening news

       And so much more…

Invitation

The invitation starts with a headline. I would like one strong and to the point paragraph
that invites the visitor to subscribe to our newsletter. I would also like the paragraph
above to include an incentive (I.e. Subscribe to my FREE newsletter and I’ll send you a
FREE audio on ___________________.

Email Capture Form

I would like the email capture form to give more details to what they will learn and the
benefits they will receive by listening to the audio.

Audio

I would like a short audio from me so I can touch on the highlights above and personally
invite them to subscribe to my newsletter. I will need to provide a script and it will be
about 2 -3 minutes in length.




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Product Pages

The primary focus for my first product pages is to provide a compelling reason for the
visitor to go to the merchant and purchase a product or service. Each product page will be
well organized and researched and provide a great headline, strong copy, two or three
photos and an enticing audio.

My first product page will be a page that is created by a third party that is used to take
visitors to my Ebook sales page. The product I am selling is my ebook.

Headline

The headline will be a strong quote taken from my letter from Dr. Swingle that is
intriguing to the reader.

Content

I want to lend credibility and endorse the product so the visitor will take action and click
through to purchase the Ebook.

The way I am going to do this is to use a letter that was written to me by Doctor Swingle.
In the letter he gives credibility to me and my ebook. I will use this letter along with the
following:

      Picture of Dr Swingle. Beside his picture I will add a sentence that lends
       credibility to him. I will give my ideas to the writer.

      A link to his website which the visitors can use to find out more about him. This
       will give visitors added value and more faith in my product.

Call to Action

I want the visitor to click on the link that takes them to my Ebook sales letter. To do this I
will write one paragraph that tells my visitor that there is a book available written by me
for other moms who deal with a child with uncontrolled seizures. Here I will introduce
the Ebook.


Tell Your Story
I want this page to explain to visitors that they can share their personal story with me
easily by joining the site and completing a simple submission form.

Headline

I would like the following words used in the headline:

   i. Use Words that Relate to Their Feelings – love, proud of child,

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   ii. Use Words that Relate to the Problem They Are Trying to Solve – help others
       understand what they are going through, knowing someone else is also going
       through it

   iii. Use Words that Relate to Hope and Solution – understanding, sharing story,
        working towards a common solution, support

Primary Content

The primary content for the product page is a simple and to the point letter from me to
my visitor. I want it to be concise and to the point, straight forward and not too long.

In 1 to 2 paragraphs, I need to tell the reader why they should share their story. I want
them to realize that by sharing their story, they can benefits others as well in the
following ways:

   i. They can benefit other readers and provide support by telling what they have been
      through with their own child

   ii. Telling their story brings a sense of relief to readers and lets them know someone
       else has been there before and understands what they are going through

   iii. I want them to know that by telling their story, they become part of a group of
        caring people who all have the same purpose

I would like to include below the paragraphs, a few strong bullet points that let the visitor
know why they should contribute:

       1. It feels good to share – it is therapeutic to write things down

       2. They can talk about successes they have had with treatments

       3. They can tell about how they dealt with situations like school, the public
          ignorance, siblings interaction and family dynamics

       4. By telling their story, they can inspire others

The basic story is asking readers to submit their own personal stories and photos and
become a part of a community of moms all working towards a common solution.

Invitation

There will be instructions from me about how to join the community. I will provide
instructions on how to submit their story and use a text box for them to type their content
into. I will instruct them on how to add a photo to go with their story.

Share a Photo




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The goal of this page is to explain to visitors that they can share their personal photo(s)
with us easily by joining the site and completing a simple submission form.

Headline

I would like the following words used in the primary headline:

Use Words that Relate to Their Feelings – love, proud of child, family, smiles

Primary Content

The primary content for the product page is a simple and to the point letter from me to
my visitor. It is fairly short and concise, 1 to 2 paragraphs, and focused and directed at
telling the reader why they should submit their photo:

   1. Pictures are uplifting. A photo gallery is a great place where moms can show off
      their kids

   2. I want them to feel like they are a part of a group of caring people who all have
      the same purpose, because they are.

I would like to include below the paragraphs, a few strong bullet points that let the visitor
know why they should contribute:

            Photos put faces to the names in the stories. To bring life to the stories.

            Give visitors a sense of community and belonging by seeing others who
             contribute

            They can write a brief description about the photo including the child’s name
             and age.

The basic story is asking readers to submit their own personal stories and photos and
become a part of the community.

Invitation

There will be instructions from me about how to join the community. I will provide
instructions on how to submit add a photo and how to add comments to the picture.


Chat in the Forum

The goal of this page is to explain to visitors that they can chat about issues relating to the
subject of Epilepsy with others by joining the site and completing a simple submission
form.

Headline


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I would like the following words used in the primary headline:

   i. Use Words that Relate to Their Feelings – children having seizures, worried,
      scared,

   ii. Use Words that Relate to the Problem They Are Trying to Solve – causes of
       seizures, need answers, long term prognosis, conflicting advice

   iii. Use Words that Relate to Hope and Solution – alternative treatments, treatment
        options

Primary Content

The primary content for the product page is a simple and to the point letter from me to
my visitor. This is not a sales page, just an invitation to join other like minded parents for
a lively discussion about issues they face everyday having a child with Epilepsy.

The content will be 1 to 2 paragraphs which will be directed at telling the reader more
about the purpose and benefits of a forum:

       1. I want them to know that this is a place where visitors can go to ask questions
          and get answers on a variety of topics relating to Epilepsy

       2. I want them to feel like they are a part of a special group of caring people who
          all have a common interest

I would like to include below the paragraphs, a few strong bullet points that let the visitor
know why they should contribute:

      They can share information and learn about treatments, surgery, medications

      They can ask questions about treatments, side effects of drugs, behavior, school
       issues, family issues

      They can ask questions about different types of seizures

      Get information about alternative treatments such as special diets, oxygen
       therapy, neurotherapy, chiropractic etc.

      I want them to know that they can confide in each other and learn from each
       other.

      They can get hope from other parents.

The basic story is asking readers to submit their questions related to all aspects of
Epilepsy. A place where parents and others can meet and ask questions, get answers, hear
about other peoples experiences, get ideas, hope and support.

Invitation


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There will be instructions from me about how to join the email newsletter from me and
well as join the community and become a part of a special group of parents with the same
focus.


News Page

The goal of the news pages is to provide newsworthy information about the subject to
keep readers informed about the topic. I want anything that relates to Adams story.
Anything that relates to children with Epilepsy.

Headline

Each news item will have its own headline that relates to the news article found below it.

Primary Content

The primary content for the product page is a series of Blog (news) posts. Following the
headline, there will be a snipit of the post text which when clicked on, opens the full
article.

Research

Each month, I will go out and find enough content to write (or have written) 3 stories for
each week. For the month, I will need to go and find a total of 12 newsworthy items. The
basis for the content will be gathered from a variety of sources including:

      Current press releases

      Google alerts articles

      Search the world of Epilepsy and find information I can report on (ex: History of
       the Ketogenic diet) I want warm stories and educational stories

      I will go out and research 5 press releases that I want to write about. Take the
       information in the press release and re write it into a short story.

      I will outsource to a writer –Stories will be unique and about 300 – 600 words in
       length. I will pay $10 - $15 each. The writer will use own name and will also use
       my name on some posts. My writer will have an account set up so they can add
       the content themselves directly.

      A photo will be added to the news if available and appropriate

The basic story is a place where visitors can go and find world news about Epilepsy. It
will deal with a large variety of topics including treatments, types of seizures, learning
problems, food and diet, school, myths, first aid, medications and side effects, prognosis,
hospital tests and much more.


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I am going to add a news story to my website each Monday, Wednesday and Friday.

Invitation

There will be instructions from me about how to join the community and become a part
of a special group of parents with the same focus.



Articles
On my website, I want a page where I can place feature articles to provide an in depth
look at various topics relating to childhood Epilepsy. On this page there will be one
feature article. As a new article is developed, the old article will automatically go to an
article archives page generated by the system.

Headline

Each article will have a strong headline that relates to the article found below. It must
include keywords that relate to the topic and be compelling so the visitor will want to
read it.

Primary Content

Each article is well written by outsourcing to a professional writer and will be unique and
interesting and related to the topic of Epilepsy. I will research different topics and choose
something interesting (ex: history of Ketogenic diet). In addition, the article will also
direct readers to the appropriate product pages as additional product pages are added to
the website.

The guidelines I am looking for are as follows:

      These articles will be written quarterly by outsourcing to a professional writer
       for approximately $100 each.
      1 feature article will be written and added every quarter
      The article will be 2000 – 3000 words and completely cover the topic thinking
       about the who, what, when, where and why. It will also talk about all points of
       view favorable and unfavorable.
      The article must be a general interest piece that will provide good current
       information that will get the readers interest. I can add quotes and also try and
       incorporate my own personal story to personalize the article
      Each article will include an invitation to discuss it in the forum (I.e. write about
       something controversial and invite readers to discuss it in the forum)
      I will provide links to relevant sites in the article (ex: Charlie Foundation)
      I will link the article back to my sales page for my ebook


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Writing a Press Release
Once every 3 months, I will send out a press release. I will need to determine what it will
be about but it will need to tie into events relating to Epilepsy. There will be research
that needs to be done for each idea. The press release will be outsourced to a professional
writer; however I will provide a detailed outline of what I want in each press release.

Some of the ideas I have right now include:

      Announce Epilepsy Awareness Month (March – Canada / November - US)
      Announce the launch of the site
      Medical treatment for seizures

Other items I can add to the press release:

      Links to relevant sites (ex: Johns Hopkins University)
      Quotes about Epilepsy and statistics
      In the press release, I can mention that I am author of the book Getting Adam
       Back – A Mother’s Triumph over Epilepsy and Autism
      Other pages to reference that will provide more details on a topic


Sample Press release – (Epilepsy Awareness month)
      http://www.epilepsy.ca/eng/left_menu/media/M_p1mar06.html


I plan to submit my press release using PRWeb.com.

Press Release “Archive” Page
This is a page that will hold all the archived press releases that have been sent out. For
each press release there will be the press release headline and a brief description with a
link to the full press release. When you click on the link, the full press release will be
shown but it will reside on its own page.


About the Editor

This page is designed to tell the visitor about me and give them a birds eye view of what
is going on in the industry. The visitor will learn about me and why I built this website.
They will find out what the website is all about and it will be all tied up into a nice little



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story. I want the visitor to feel that they know me and can trust me from what they read.
Below is what I want my visitor to see:

       Great headline – using words like mom, Founder of Epilepsy Society
       My Bio – 3 – 4 paragraphs (about 400 – 600 words) talking about who I am, my
        family and where I live plus a bit about my interests. I will also talk about my
        involvement with the Epilepsy society as a founder and President for 5 years.
       I will talk about the lectures and presentations I have given on TV and radio
        shows.
       I will include a photo of myself


Privacy Policy
In this page I will outline the privacy policy for the site and email newsletter. It is my
intention to buy a template online from a legal site that sells them. This way I can cover
all the important points. I want it to be easy to read and understand.

I will search the Internet for a privacy policy template and customize it to my own needs.
Important facts I want to cover:

       The headline will just say “Privacy Policy”
       In three or four paragraphs, I will talk about the purpose I have for collecting the
        information and the protection of privacy for the visitor who participates in
        surveys, chats and becomes a member
       A statement of the guidelines I set out for my site. I will need to determine these
        guidelines and I will use the examples found on the Internet to help me write the
        guidelines.

I have found a website where I will purchase at Privacy Policy for my site:

   i.   http://www.findmylegalform.com


Disclaimer

On my website I will write a disclaimer which will be about 2 – 3 paragraphs in length
and give the reader an insight into why the site of developed and that it is for educational
and informational purposes. The disclaimer will cover the following details:

       I want my reader to know my scope of knowledge and limitations I have as a
        parent and that I am not a medical professional.
       There will be a disclaimer of liability from the advice given by me or other people
        participating in the forum


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       It will let the visitor know that the website is for educational and informational
        purposes only.

I have found a website where I will purchase at Medical Disclaimer for my site:

   i.   http://www.findmylegalform.com


Contact Us
This page will allow the visitors to contact me. I will have a simple fill-in-the-blanks
form on the page where they can leave their name, email and question in a text box. If
need be, at a later date, I may upgrade to a help desk software package for about $100.

Primary Content

In one or two paragraphs, I will ask the visitor to feel free to contact me by using the
submission form and entering their name, email and type their question into the text box.
The headline of this page will say “Contact Us”. Below are ideas I have for the page:

       I will use a submission form available from software
       I want my visitor to get a sense that I am assessable which also conveys trust. It
        can also be used for feedback if technical issues arise, download problems etc.
       It is another avenue for readers to ask questions if they don’t understand
        something.
       It gives reader a place to send me feedback as well about the site or a topic they
        need to know more about or just read about.
       I also want to tell them that they are free to link to my website.



Survey Page
The purpose of this survey is to acquire necessary information and reconnaissance by
surveying visitors and using their answers to create future product pages based on their
needs. I will start with 1 survey which will be placed on the homepage.

Primary content

I will write a one paragraph letter asking my visitor to take a short survey. Then the
survey will appear using software. There are questions I need to ask my visitor in order to
find out what their needs are and how I can inspire them and keep them coming back to
my site, participate in the forum and sign up for my newsletter. Here are some of the
ideas I have that I can ask my visitor:



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      What are you concerned most about?
      What topics do you need more information about?
      Is this a new diagnosis?
      Who are you (mom, dad, grandparent etc) – add a poll
      What is the biggest problem you are trying to solve?

Traffic to these pages will be accomplished periodically as needed using Google
Adwords.


Tutorial Page

If there are any pages that need a bit more explanation, I can do up a little tutorial for the
visitor to help them complete the task.

Primary content

I will need to go through all my pages and see specifically what types of tutorials I might
need. Each tutorial will have a short headline indicating what the tutorial is for. Then
below will be a description of what to do. Some examples of what tutorials I might need
are:

      A members “how to” page
      How to load a picture




Autoresponder

I plan to create a series of 26 emails that will be sent every two weeks to subscribers of
my newsletter automatically using an autoresponder.

At this point I am not exactly sure what each of these emails will say, however, my first
goal is to attempt to get them engaged and participating on the website. I have a few ideas
that I am considering to do so including.

      Email #1 – Welcome email/Thanks for subscribing
      Email #2 – Invitation to share their story
      Email #3 – Invitation to them to chat in the forum
      Email #4 – Invitation to share their photos
      Email #5 – Invitation to learn more about my ebook
      Email #6 – Helpful product recommendation
      Email #7 – A link to an interesting forum post


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      Email #8 – A link to an interesting story

I am not going to attempt to write all 26 emails in advance, but rather write 4 or 5 at a
time and let the list of 26 growing organically.




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