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Beginners Guide To Online Marketing

VIEWS: 148 PAGES: 33

Geared toward starting an online mlm business, this resource can help with any internet business. Topics I cover are: How to get your domain name How to get hosting How to upload your site How to do keyword research How to use video How to use Pay per clicks like google's adsense How to set up an autoresponder How to test and track results And finally, some MLM training resources that you need to read.

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									Mike Rutkowski’s

MLM Lead Factory:
How to Generate Fresh Online Leads in One Day at No Net Cost

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

Disclaimer & Terms Of Use Agreement
LEGAL NOTICE: The author and publishers of this book and the accompanying materials have used their best efforts in preparing this program. The author and publisher make no representation or warranties with respect to the accuracy, applicability, fitness or completeness of the contents of this program. Every effort has been made to accurately represent this product and it's potential. Even though this industry is one of the few where one can write their own check in terms of income; there is no guarantee that you will earn any money using the techniques and ideas in this material. They disclaim any warranties (expressed or implied), merchantability or fitness for any particular purpose. The author and publisher shall in no event be held liable for any loss or damages, including but not limited to special, incidental, consequential or other damages. As always the advice of a competent legal, tax, accounting or other professional should be sought. The author and publisher do not warrant the effectiveness, or applicability of any sites listed in this book. All links are for information purposes only and are not warranted for content, accuracy or any other implied or explicit purpose. The manual contains material protected under copyright laws. Any unauthorized reprint or resale of this material is strictly prohibited.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory Monday, 2:07 PM From: Mike Rutkowski

Welcome! I want to congratulate you on taking what will be the first of many steps to expanding your business, and improving the quality of your life. This industry needs more leaders like you that are willing to invest in themselves, and treat their business like the business that it is, and not like a hobby or a way to get rich quick. Should you have any questions at all about the material here, or any questions about more advanced material found at my website at www.theonlinemlmblueprint.com, please do not hesitate to call or e-mail me anytime. (Just remember I’m in the eastern time zone, US, so don’t call before 9am or after 9pm please!) My e-mail is mike@theonlinemlmblueprint.com and my cell phone is 1-(330) 391-0139. First off, I want to quickly cover what we will be going over, and then jump right in. There will be no fluff in here, just step by step instructions on precisely how to go about setting all of this up. In every case I also provide a link back to an online video tutorial as well, just click on the video icon after you’ve read each section and you’ll be taken to the video. In some cases, I will touch on material that could be a full course in itself, which I simply do not have time to go into in full detail here. When that is the case, I will refer you to further reading. Ok, on to the topics:

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

TABLE OF CONTENTS
Section 1: Overview……………………………………………………………Page 1 Section 2: Getting your Domain Name………………………………………...Page 3 Section 3: Getting your Hosting………………………………………………..Page 5 Section 4: Website Templates………………………………………………….Page 6 Section 5: Uploading your Pages………………………………………………Page 7 Section 6: Setting up an Auto-responder………………………………………Page 8 Section 7: How to Make Videos and get them on your Site…………………...Page 11 Section 8: Keyword Research ………………………………………………....Page 13 Section 9: Using Google Adwords Properly……………………………..…….Page 16 Section 10: Creating Pages that Google (and vistors) Likes………...………....Page 20 Section 11: How to Test and Track……………………………………….……Page 22 Section 12: The Secret to MLM Success That You Don’t Know Yet…………Page 24

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

1

Section 1: Overview
The reason that you are reading this, I’m assuming, is that your business is stalling out somewhat and you’ve run out of warm market prospects to talk to; OR, you are just looking to expand your marketing online. If that is the case, you have already, or are about to, move into cold market prospecting, and possibly a new territory of the internet that you might not be familiar with (from a marketing perspective). This is a scary place for many of us to find ourselves for the first time, for a number of reasons. What I want to do for you here is to lay out very quickly the most efficient way to start generating leads in the cold market online, while removing any fears and reservations. When done correctly, the method here will actually be fun to do. You won’t have to feel that you are chasing anyone down, do any cold calling, and in many cases you can do all of this at no net out of pocket cost. Instead of the old school methods (the fun days of door to door, flyers at the mall, calling dead beat leads you paid $5 for!), you will be using the internet to efficiently reach people that ARE LOOKING FOR YOU, provide valuable solutions to their problems, find high quality prospects that are exclusive to you, and make friends in the process. How does that sound? If you read through this manual, and follow the videos, here is what you will learn: • • • • • • • • • • • • • How to choose a domain name, buy your domain name, and get hosting (now you have your own website, can do this in about 15-20 minutes) How to get a free html editor, free templates, and a free ftp program (you can now create a website and post it. If you use my template, you can do all this in 15-20 minutes) How to set up an auto-responder, with free content from me, so you have a good starting point (you can do this in 10-15 minutes) How to set up video on your site (optional, but once you have a video file you can get it live to your site in 15 minutes or so) How to do keyword research How to set up a Google Adwords account, with some quick tips on how to properly use it (can be done in about 15 minutes) How to track your results through a number of different methods, so you know what works and what doesn’t

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory • •

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Where to get some phenomenal training for yourself, your downline, and to refer to others that are looking for it.

When this is all set up and running properly, here is what is happening: Prospects with Problems  Use the internet to find you  You provide solutions to them, automatically (via web pages and autoresponders)  Follow up with them on the phone, keep in touch via e-mail  Offer them your opportunity when the time is right When done properly with skill, this can all be accomplished at no cost, or even at a profit! No hard selling or convincing. You are only talking to people who have searched YOU out for help. You are simply helping people, making friends, and working with the people YOU choose to. Alright, now that you understand what our ultimate goal is, let’s jump right in!

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

3

Section 2:

Get Your Domain Name (URL or Website name)

Actually getting your domain name will be very simple to do, but choosing your name (and finding one that hasn't already been taken!) may be a little frustrating. Here are the top general rules of thumb that you need to know: 1. Use your main keyword in the title, if possible. I will talk more about that below. 2. Do NOT use the name of an opportunity that you might be promoting now in the name. Not only is that likely not legal, it would be a poor choice for a number of reasons, also discussed below. 3. Keep it as short as you can. Do NOT go over 35 characters in length, including the 4 characters that go with the ".com" portion. (If you go over that limit, you will not be able to use your website in paid ads in Google's search results, known as Google Adwords, which we definitely will want to be able to do. Adwords will be discussed at length in Section 10.) 4. Although .net and .org URLs are starting to become more popular, I would recommend getting a ".com" instead. This is still by far the most popular website suffix, and some search engines actually rank ".com" sites higher than other versions, so you may even end up with more website visitors in the long run. 5. A helpful tip: add prefixes and suffixes to your website name if the one you have chosen is already taken. I.e.: start with “the” or “a”, and end with “guide”, “strategy”, “success”, etc. I will discuss keyword research in much more detail in section 9. In fact, that is one of the most important elements to study in order to begin generating traffic to your site. For right now, you just need to understand that ultimately, we will be helping to direct people who are searching for certain keywords to our website. By carefully tracking results, we will begin to uncover some tremendously profitable information, like which keyword phrase searches result in visitors that buy from us, and which keyword searches result simply in tire-kickers. As a starting point though, you likely already have a few general phrases in your mind of likely searches related to "MLM" or "Network Marketing" or "Work from Home" that you will want to be high up in search results for down the road. Enter some of those phrases into the site at www.freekeywords.wordtracker.com. That is a great free tool that returns the estimated number of times that searchers across the globe search for that particular phrase per day. More importantly, it shows the number of times that related searches are done as well. You can click on those results and keep drilling down for more specific search phrases.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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If some phrases pop out to you, you'll want to find various combinations of those as potential names of your site. To do that, go to godaddy.com, and enter your potential name in the search box in the top (or middle) of the page. Keep going until you find one that is still available. NOTE: The first video you’ll watch shows me doing each of those two steps. Easy to do, but finding the right name may take a little bit of time. If you have an "angle" in mind for your website, try to include some element of that in your name too. With me as an example, I knew I wanted to focus on providing precise step-bystep instructions and tutorials. In addition, helping people to add a strong online component to their business was also paramount in my mind. That led to the idea of incorporating the words "online" and "blueprint" into the name. "Network Marketing" is searched just about as often as "MLM", but it is much longer. Since onlinemlmblueprint.com was already taken, www.TheOnlineMLMBlueprint.com became the name of my site. Perhaps a little longer than I would have preferred, but it fit in well with my overall concept. Once you are happy with your name, you are ready to make the purchase and start setting up your account. If you use godaddy.com, which is the service I absolutely recommend, you'll only pay a couple dollars for the name and about $4/month for the hosting. You have to pre-pay that for a year at least, so for just $51 or so you'll have your website name and hosting established for your first year. (Hosting just means that they will store your web pages and files, and display those to your visitors when they click onto your site.) Tip: Don’t bother with all the extra bells and whistles they offer, you don’t need them. Just get the basic service for one year, and you’ll be set. On the video linked below, you can see me buying a webpage and setting up the hosting (discussed on in the next section). This will just take 10 minutes or so, and I've generally found that usually within just one hour you can actually have a webpage loaded up that displays when you go to your website name through a browser, though they state that it can sometimes take as long as 1 to 2 days for that.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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Section 3:

Get Your Hosting

Getting your hosting will be pretty straight-forward. I would recommend using one service for buying the domain name and getting hosting. That just makes set up a little easier to do. You don't have to mess around with giving one provider account information to the other, which can add time and frustration to the process. Like I said, godaddy.com is what I use and recommend, not only because it is competitively priced, but because they have a lot of free add-ins that will make life easier later on, and they have great 24/7 free phone support. I've only gotten clear English speakers, and they've always been helpful. Godaddy will try to upsell you on tons of other things though, which is slightly annoying. You don't need any of that stuff, just skip right past all of that and get your basic domain name and hosting for 12 months, and you'll be all set. Another important feature that you'll want to know how to use is the ability to create subdomains. (Most domain providers also have this, but I'm familiar with godaddy so I'll show you how to set that up with them.) A subdomain is really just like a folder, a different place that information is stored for your website. An example would be www.mystore.mysite.com, where your site is www.mysite.com. The "mystore" is the subdomain. How to set that up is included in the first video. (As with anything in this ebook or on my webpage, if you have any questions just e-mail me or give me a call.) You'll probably want to use that when promoting separate products from your website in the future. 90 subdomains are included with each domain name that you get. After you get your name and hosting setup, we'll just need to do two quick things before you can start putting up web pages. You'll need to have some way to create pages (an html editor), and some way to "upload" those pages to godaddy (an ftp program, for "file transfer protocol".) I have adequate, free programs that I refer you to in the next couple sections. The html editor even includes some free webpage templates. (One of those is even the one I used to make my site!)

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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Section 4:

Get Your free HTML editor

The free html editor I use is called PageBreeze. If you already have dreamweaver, Microsoft FrontPage, or another program and are familiar with those, of course use what you are comfortable with. If you have never built a webpage before, you have a few choices now. You can actually just hire out this work to someone else. If you don't want to build a webpage yourself, and don't know anyone who can put this together for you, you can go to www.elance.com and hire this out for $50 to $100. However, what we are going to do is going to be relatively simple (have simple websites instead of fancy ones) and you'll probably want to be making numerous updates and adding content regularly. Because of that, I think it will probably be better for you in the long run to just learn how to do the basics yourself. The software toggles between a "what you see is what you get" format and html-coding, so you really don't have to know html itself to make the pages. I show you a few key things in the video below to get you familiar with this program, but it really isn't that bad, really more like using Microsoft word to create a document than anything else. You can download the program here, and I'll even show you how to access free templates right from pagebreeze in the video too. (Note that there are also plenty of other places where you can download free templates or buy some as well, usually for about $20 or so. Just Google "free web templates" or "website templates" to get some. You can get a lot of free templates from here too.) For starters, you can just go to my site at www.theonlinemlmblueprint.com/template.htm and copy that to use. I show you how to do that in the video too. Then, you can use that as a starting point and just make some changes to that. The next thing to learn is how to upload your web pages once you make them. That is really easy and straight-forward. I'll show you how to get a free program that does that, and show you a quick video of me doing that on the next page.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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Section 5:

Get Your free ftp program and upload your web pages

The free ftp program is here. (FTP stands for File Transfer Protocol. This is just a program that transfers your website files that you’ll make from your computer to godaddy. Then, when someone uses the internet to find your site, godaddy will show those web pages to them.) That is pretty simple to use. You just enter your account information, then go to the web pages, images, and other files and double-click them to upload to godaddy (or whatever host you chose.) Couple things to be careful about is entering your account information. The "host" is in the form of www.yoursite.com. Then just enter your user and password for your account, after selecting "normal" for your log on type. If you have to enter a port number, it will probably be 21. Other than that, you are all set. I show all of that in the video below. Note that if you have multiple domain names that you are managing through godaddy.com, you can have those different account usernames and passwords stored in the site manager profile of your ftp program, so you just need to select the correct website when logging in to your ftp program and you are good to go. I show that on the tutorial video as well. Now, if you need to make a change to a webpage, you can open the page, make the change, save the file, open up the ftp program, log into your appropriate site manager, and upload the file, all in fewer than 30 seconds. When you go to your site through the internet, your changes will be there immediately. Pretty cool! Here is the video that show how to get and use this program:

Next, I’ll show you how to set up an auto-responder, and explain why you NEED to have one.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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Section 6:

Setting up your auto-responder

This is an important topic that we probably need to discuss now in a little bit of detail. I will also discuss this in more detail on my website in a later section, where we discuss how best to use technology to leverage our time and effort to get the most out of our business.

Tip: If you want to throw money right out the window, just skip this section. If you
want to build up a long term asset that will pay you for years to come, is unaffected by your mlm business, and has no competition to fear, then keep reading…. Auto-responders are really just a series of pre-written e-mails that people automatically get at times pre-determined by you, once they sign up. Don't let the simplicity of this fool you though: this is EXTREMELY powerful stuff. Think about what businesses used to have to do (and some still find it useful in certain industries to do to this day) in order to stay in touch with customers or potential customers. Create physical newsletters, mailers, and catalogs; maintain a mailing list; pay to mail out to the list. Then, next month or next season, do it all over again. Sounds expensive to me! They aren't just sent a newsletter or catalog once: that would be wasteful on the part of the company. They recognize that the timing may just not have been right for you when you happened to receive their mailer. But next month may be. Or next season. Or next year. The important thing is to keep in touch relatively often and consistently, so that when you think of their industry or product category THEY are who you think of as providing that product or service. Without maintaining such a pipeline a lot of money would be left on the table since most people don't buy the first time they are exposed to a product or service. It is said that it takes 5 to 9 times or more on average of hearing a message before a purchase is made. That concept is equally important to us as network marketers. The "purchase" we have to offer is more than just a simple product or service, it is an opportunity that is going to cost some level of time, energy, and money commitment, depending on their particular goals. Because of that, timing is EVERYTHING. Now, think about what an auto-responder is again, keeping all of that in mind. We write our messages once and they are sent out to potential "customers" continuously, on a schedule, for free, and indefinitely! This is all automated, without the need for us to do anything more than: 1.) write the messages, 2.) put a way for them to opt in to our list on our website, and 3.) get targeted people to our website! I will help you with each of those 3 components at various places. Below, I will help you with finding a service to use, and getting the opt-in box onto your website. (See the video tutorial below for exactly how to do that.)

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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As a bonus, I will also let you import my e-mail messages right into your account to use, so that you have a great starting point and can modify the messages to your liking from there. Finally, in regards to getting targeted traffic to your site in order to have people that will opt in to hear what you have to say, I will teach you many different paid and free ways to do that on my website. The exciting thing is that as you build up a list of 500 to a couple thousand subscribers, as long as you provide good information and keep in contact with them, the timing will be right almost EVERY DAY for someone to join you in your MLM or network marketing company! Ok, so let's get started.... First off, there are three main autoresponder services that I would recommend: 1. 1shoppingcart - This is the service I recommend that you use and the one I use myself. It is slightly more expensive than the others, but the basic package (which includes everything you'll need to get started) is just $29 per month. The nice thing about 1shoppingcart is that you can upgrade to also accept payments via a shopping cart (when/if you have your own product to sell), so you won't need to add a different service at that point. And, you can even manage your own affiliate program from here, which you may want to do at a later time. The other big bonus here is that you can set your e-mail campaigns to be sharable so that others can import your messages. This is how you can use my e-mail series, I'll tell you more about that on the next page. 2. GetResponse - This is a very popular service, and is only $18 per month. If you know that you will never want to expand further into internet marketing, by offering your own info product to sell at some future time (which I can help you with), this is a great service to use. 3. Aweber - This is another popular service, only $20 per month. Once you set up your account, it should be fairly straight forward to start an e-mail campaign. These services make it very easy for you to add the code for an opt-in box to your website. You will just be cutting and pasting their code into your html editor program. Then, you simply need to write and save the e-mails in the campaign when you are logged in to your account online. Click on the video link on this page to watch me set up a campaign, create an opt-in box, get the opt-in box to my webpage, and write the first e-mail of my campaign. Note that I will be doing all of that in 1shoppingcart, but the other two services should look similar if you chose one of them.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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As a final word on that, always make sure you test your opt-in box to make sure it is working properly. If there is a problem, you will know immediately. Give me a call if there is. As I stated on the prior page, if you are using 1shoppingcart for your auto-responder, you can easily import my free e-course series into your account, and have that as a starting point for your own newsletter. You can feel free to modify that however you'd like as well. Just click on the video to watch how easy it is to do that, and you'll have your own valuable newsletter in minutes! If you are not using 1shoppingcart, e-mail me and I can get you the e-mail series another way. Here is the video on how to get set up, and get your starting e-mail series:

Next, we’ll discuss how to set up video on your site.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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Section 7: Making Videos and Using Them on Your Site
There are many good reasons to use videos on your site. First off, it establishes a certain level of trust and credibility instantly. You just can't help but feel more connected with the person behind the website when you see them talking directly to you. Secondly, if you are conveying sometimes tricky information, especially involving things online, there is nothing better than watching "over the shoulder" as someone does exactly what you need to do. If pictures are worth a thousand words, then video must be worth a million! Lastly, search engines are also starting to love video! I'm now learning that some people are able to get on the first page of Google results very quickly by correctly using video. Even without considering search engine traffic, just posting your video up to youtube can generate substantial traffic. There are certain principles that must be followed to do this correctly. The more advanced methods, involving generating traffic, will be saved for my website. (As a quick funny story though, when I was first putting up video on my site, I was testing posting a youtube video connection. I didn't have any video to use at the time, other than a short 10 second clip from my honeymoon. The clip was from one of the ports of call on our cruise, where for some reason we had gone on a tour of an ostrich farm. The video was of a woman feeding the ostriches. I posted that clip, with a couple keywords relating to this site, and it worked fine. When I got up after sleeping for 5 hours, 10 people had already viewed the clip! This stuff is POWERFUL when used correctly!) Other than having a video camera, there are a couple other things I would recommend to purchase, but of course you should do whatever fits your budget and purposes. If you don't have a video camera, you can get a simple "flip" camera at Best Buy for just $150. It is really simple, with just two buttons, but is perfect for our purposes. You can get a standard tripod for that at Radio Shack for $10 to $15. I have a five foot standard tripod, and it is very easy to put together and take down. (A quick note here: if you happen to have a JVC camera like I do, you'll run into the same problem I did. For some reason, they use a proprietary video format which few other programs recognize. You'll need to convert those .MOD files into something more common like .AVI or .MPEG. I read on some discussion boards that you can just rename the files with an .MPEG extension, but that didn't work for me. I just bought Movavi for $30, and that works fine. You can get a free trial version of that here. You can also get a full video editing suite for another $30. That is what I use and it works great. I have a video that shows me using a few of those functions below. You can get a free trial version of that here.) In terms of software, I have two recommendations. First off is FLVProducer. (Cost for that is $97.) This will convert your video files to flash files, and will give you a player to use on your site. This is what I use on my website. (Note that you can use youtube for free for this

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory as well, but it doesn't look quite as nice, has some length limitations, and the youtube player on your site will show other videos once your video stops playing. I would ABSOLUTELY still recommend posting your videos to youtube though, for the traffic. Again, that is covered on my website.)

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Second, if you want to capture screen images together with audio, you should get camtasia. The cost here is a little more expensive (I got my copy for about $250 from amazon.com), but it is well worth it if you want to produce online tutorials. This is exactly what I use to produce all of my tutorials. To see exactly how to get your video files onto your webpage, watch the video tutorial I have linked below. Once you actually produce your video and are happy with it, getting it onto your webpage is a pretty quick process, once you know a few tricks. This took me several hours (at least) to get right, but watch my video and you should be able to get your own videos up in 5 minutes or less easily. I have three separate videos linked to the same page below. The first shows how to use FLVProducer, the second shows how to post using youtube, and the third shows how to use a couple features of Movavi.

Next, we will want to learn all the important keyword research tools we have at our disposal.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory

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Section 8: Keyword Research
Keyword research is a vital first step in generating traffic, whether it is via paid methods or free methods. Quite simply, if people are going to find you via the search engines (whether in free, "natural" results or by paid sponsor results), they are going to find you by using certain keyword phrases. When you set things up by using the information here, these phrases are literally a pathway to you! You have the "information super-highway" leading right up to your doorstep! There are some really cool tools that allow you to do some pretty intensive keyword researching. Many of these are free, but some are paid as well. I'll discuss each of these in turn. First off, in my opinion the best tool to start with is Wordtracker. It is free to use and you don't need to set up an account or even give your e-mail. You just type a starting keyphrase in the box and out spits the estimated daily, world-wide number of times that phrase is searched for, as well as many different combinations and more specific extensions of your main phrase. What you really want to do here is to "drill down" to find specific keyword phrases that are a subset of your main phrase. The power in these "long tail" keyword phrases is that these are "buying" words. If you think about it, this makes sense. When someone is searching for something in very general terms they are likely looking for basic knowledge about the subject. As they learn more, their questions will get more and more specific when they search. Those more targeted keywords are called "long tail" words, since there are less of those types of searches done. However, because there are fewer searches there, there is also less competition on those keywords! Before we continue here, I want to stress that there are two types of research that we will need to do: one for natural search engine results, and one for paid results. For natural search engine results we will search for less frequently trafficked words at first, that consequently have lower competition. Then we will move up and focus on more competitive words as we build up traffic and rankings on the easier phrases. We will focus only on 2 or at most 3 keywords per page, and have a full strategy for each page. This is somewhat more advanced and I will not cover this here. I will discuss this in a little more detail at the end of this book, and will refer you to a free e-book and also my website to learn more about this. For right now, we are going to focus on paid search results research. For this strategy, we want to cast a wide net of (eventually) 500 to 1,000 or so keyword phrases broken into groups of 5 to 10 that share a common root phrase. We will then carefully track how well each group (or even keyword) does, eliminate keywords that aren’t returning good results, and focus on those that are. We will end up with a smaller campaign of market-tested

© 2008 Mike Rutkowski

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phrases that produce a positive return for us in terms of leads or profits. Then, we just leave that running and monitor it weekly. At that point, we can expand to Yahoo and MSN paid services, e-zine ads, and we will know better what phrases to focus our SEO (search engine optimization) strategies on to get natural (FREE!) traffic from. The way to approach all of this then is to generate a large list of keywords to start testing. There are three main tools to use to do this: wordtracker, keyword elite, and Google. I will discuss each one in turn now. Wordtacker’s free tool is a useful start, but you can go much deeper and get things very automated if you upgrade. If you want to go even deeper into the long tail words, and have the full list e-mailed to you, wordtracker’s paid service will do all this and more. In fact, instead of just getting the “vertical” results when you enter a main keyphrase, you can also get the “lateral” results as well. (Lateral results are phrases that are related, but don’t necessarily have any words in common.) That can really help to expand your keyword list quickly. You can get this for one month at $60, or for a full year at about $27 per month by clicking to this link at WordTracker. If you just want to try it first without spending money, you can get a free 7 day trial here. Note that there are other keyword search tools like the one at digitalpoint and overture (now yahoo!), but I don't like those because they are either down frequently, or don't seem to return good results. For more research, Google has a great free tool built into its adwords program. That tool will become available once you set up a Google adwords account, which we will do in the next section (Cost there is a one-time $5, and Google adwords is an ABSOLUTE musthave.) In the video, I show how easy it is to use. Best of all, it gives a lot of great data in terms of how much people are paying for clicks, advertiser competition, and estimated monthly searches. TIP: In Google’s keyword tool, the default is set to “broad” match. That means that they are showing results that show up when searches are done that contain the keywords, but with the word order possibly mixed up, and possibly including many other words in the search as well. That means that the estimated search volume may be quite large. To get a better idea of search volume, change to “exact” or “phrase” match. Now, when we have these keyword phrases nailed down, it would be good to know what our competition is doing. If we know what they are doing, we just need to do a little better and we'll be right where they are. For this information at the click of a button, I would recommend keyword elite. This software lets you know what your competitors are doing both in the "natural" results and paid results, as well as helps you to generate lists of keywords using several methods that aren’t available in wordtracker or Google. You can buy this software, and I consider this a must have, for $176 here. (Note the $76 discount below though.) I will walk through the cool things you can do with keyword elite in the video linked below.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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(Note that the maker of this software also has another must have tool for SEO that is indispensable in analyzing competition and improving your natural search engine results. When you buy that product for $167, you can get keyword elite for just $100 at the same time. This is a great buy and really a necessity if you are serious about getting traffic for the least expense possible. I will discuss that much more in the SEO section of my website, but you can get both programs here in the meantime if you are ready to invest in your business.) Now, in the video below, I will show how to use each of these tools.

Now that we have our list of keywords to target and know how to generate hundreds of keywords for pay per click campaigns (PPC), let's look in depth at how to manage a PPC campaign in Google, to generate nearly instant traffic to our website!

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Section 9: Using Pay Per Clicks, including Google's Adwords
If you follow along with this section, you can learn how to set up an account and have live, targeted traffic coming to your site within 10 - 15 MINUTES! This is an extremely useful tool to have at our disposal. I heard a quote from a long time direct marketer (directed thousands of "sales letters in the mail" campaigns over decades) who said that pay per click (PPC) had been the biggest advance in marketing in the last hundred years, and have completely changed the dynamics of marketing. You see when you set up a PPC campaign, your target audience is finding YOU, not the other way around. Even beyond that, you can easily and automatically track exactly what search terms people are finding you, and how many are performing a certain action like signing up for your newsletter or purchasing a product. This information, coupled with the instant reports from Google on how much you are spending in total and by keyword, and with the tracking information you can generate with the tools in the next section, allows you to quickly determine which keywords are profitable and which are not. Perhaps even more importantly, you can very easily allow two different ads to "compete" to see which one performs better, and use Google adwords to perform quick, live "market tests" on different products that you may be considering to promote or create. Imagine how much more efficient you will be than large companies that do things like spend millions of dollars on super bowl commercials to create "brand awareness" and usually have NO WAY to accurately measure resulting sales! If you are not yet aware, when you do a Google search sometimes in addition to the "natural" results on the left there are short 4 line ads that show up on the right, and sometimes 2-3 ads that show up on top of the regular results. These are ads that someone has paid to be placed there when you search the term you did. (And sometimes not the exact term you searched for, which can sometimes lead to irrelevant and ineffective advertising, which I'll tell you how to avoid below.) Now, the cool thing about Google, and the difference between Google and some of the other PPC options we'll talk about, is that the relative placement is NOT strictly determined by highest bidder. (I.e., in some cases, the ad that is showing in the #1 spot cost LESS than the ad showing in the number #5 spot!) Google likes to have more relevant ads showing more prominently in their results, regardless of how much the sponsor is willing to pay. To figure this out, they calculate what is known as a click through rate (CTR) for each ad, which is simply the number of times the ad is clicked on divided by the number of times they show the ad. Then, they combine the CTR with the maximum bid each advertiser is willing to pay in a proprietary formula to determine the order in which they show the ads. It is this CTR rate that will allow us to separate from our competitors (most people just don't do what I am

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory going to show you), and consequently allow us to get targeted visitors more costeffectively. Here is what we will be doing as an overview:

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1. Set up an Adwords account. That will only take 10 minutes and there is a one-time setup fee of $5. 2. During set up, Google asks you to create your first ad, so we will know how to do that. 3. I will show you how to generate large lists of keyword phrases to help you cast a wider net to bring in more traffic. Remember, some of the longer, less frequently searched phrases will perform well. 4. Most importantly, I will show you how to organize your campaign into smaller 5-10 related keyword groups into adgroups that each have their own slightly different ad. This will allow you to get higher CTR than you would otherwise, and allow you to get traffic as cheap as possible. This is what many people miss out on, because it takes a little more time to do, and can make the difference between making money and losing money. TIP: The #1 mistake people make when starting a pay per click campaign is to dump 1,000 keyphrases into ONE ad group (i.e., one ad is showing for 1,000 different searches.) This will KILL your Google Adwords campaign. We will need to be much more strategic than this, but that will help to set us apart. The videos below will walk you through each of those steps. What I'm showing you is what you need to get up and running quickly. If you are serious about using PPC to generate visitors and sales (and I'll discuss some things you can sell that are related to MLM and can also generate leads for you at the same time in the Funded Proposal section), you really need to pick up a copy of Perry Marshall's The Definitive Guide To Adwords. This is a 200+ page e-book that lays everything out in more detail than I can go into here, and will help you separate yourself from everyone else. It is simply a must read. (Join Perry Marshall’s MasterMind Group for $29.95/mo here and get a copy of The Definitive Guide To Adwords free. Or, just buy The Definitive Guide directly for $50 here.) Very quickly though, here is some quick advice right now on writing your Google ad line by line: 1. Headline - make your headline catchy by asking a question that targets your audience, or makes a statement they can relate to, and use your main keyword from the corresponding adgroup. (i.e., if your adgroup centered around the phrase "MLM Leads" a good headline might be: "Sick of Buying MLM Leads?") 2. 2nd line - This should always be a BENEFIT, which lets the reader know what is in it for them. For example "Learn How to Get Free Leads."

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory 3. 3rd line - This should generally be a feature of your product or service, or a call to action. For example "Expert Marketer Teaches You How" or "Free Report Teaches You How". 4. 4th line - This is your display URL. It doesn't have to be the actual website of the landing page, but it must work. I.e., if your landing page was www.mysite.com/landingpage, the display URL could just be: www.mysite.com or even mysite.com.

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A couple general tips: use your keywords as much as you can in the ad itself (and use it exactly), and use the keyword in the URL of the landing page too if you can. The reason you want to do this is that whenever their exact search words appear in your ad they will be highlighted, which will attract their eye and help your CTR out. Questions and quotes are also always good to use because they are eye-catching. A couple other quick notes before we go on to the next section. There are several other places out there that you can run PPC campaigns. Once you master adwords and get profitable, there are really only two other places that I think are worth your time: Yahoo and MSN. In the market research I've seen, Google accounts for about 80% of the searches done on the internet world-wide, Yahoo has about 12%, and MSN another 5% or so. Just by learning and applying adwords, which has the best reporting and tracking features, you are already hitting 80% of the traffic off the bat. That being said though, if you have a profitable campaign, why not pick up another 17% by going to Yahoo and MSN? I will write more about how to use those services at a later time. Lastly, there is something frustrating that you are going to have to watch for, usually I've seen this happen about 1-2 days into an adwords campaign. It is called a "Google slap". What happens is that all of a sudden, keywords that were costing you 25 cents a click and were generating sales(!) now have a minimum bid of $10. (FYI, not many markets can support that! For our market, depending on the product you are selling, you generally won't want to go above $1 or so as your maximum bid, and usually not more than 50 cents if you can help it.) What has happened?!? Google has decided as an overall philosophy that it prefers large websites with many pages vs. smaller websites with just a couple pages. Although that might seem to make sense in some cases from a user perspective (more info is better), sometimes that really may not be the case. In our case, we may just have a one page "sales letter" website that effectively conveys why they need to buy a particular e-book or product. People find the page useful, buy the ebook, and find that very valuable as well. But, Google doesn't see all the pages of the ebook. They just see a one-page website and penalize it for not having enough content.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

MLM Lead Factory Google calls this "landing page quality", and like it or not, that is now a factor to be dealt with in adwords. A few quick tips will usually help you get around this penalty. That is exactly what I will be covering in the next section. For now, the video on setting up your Google adwords account, some things to watch for, and quick copywriting tips are in the video below.

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TIP: Be sure to include all the concepts that I cover in this e-book TOGETHER. Get your own domain name, use your own auto-responder, write a good ad that targets your audience and offers to solve a problem they have, use Adwords as described by Perry Marshall and highlighted in this section, direct them to a good landing page with an autoresponder (discussed in the next section), do good keyword research, carefully track your results, and refer your visitors to quality products (discussed in the last section). It is easy to jump into Google Adwords and lose money. If you follow these steps, you should be able avoid that and at least break even while you generate all the leads you want, or even PROFIT while you generate leads. Here is the video on how to set all of this up, and show you around Google Adwords a bit:

Now, onto creating landing pages that Google will like…

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Section 10: Making Landing Pages that Google (and visitors) likes
Prior to 2005, if you wanted to be an affiliate for a product that you liked, it was very easy. You simply grabbed your affiliate link (that led directly to an excellent sales page that you didn’t have to write), put up a catchy ad in Google adwords, and watched the traffic and sales roll in. You never even had to own a website yourself, or write any copy other than your ad! That all changed in early 2005, when Google instituted their landing page quality. One element to that is a new rule on affiliate pages: only ONE affiliate can be showing per search results page. That means that you could no longer throw an ad up quickly without having your own site. (Unless of course you were the FIRST and BEST affiliate out there, with the highest CTR.) That makes for a little more work on our part, but in the long run is a good thing anyway, because we really SHOULD have our own website anyway, with our own content, and control of the opt-in process, tracking, etc. In fact, this whole course is really centered on that concept. So, here are the tips you should follow to side step the landing page quality issue once and for all, and promote as many useful affiliate products as you’d like to. First off, make sure the landing page is part of a larger website. That is no problem in our case. You can simply add 5 to 10 relevant articles (that you liked and found useful) to your site. Now you have a 10 page website quickly and easily! You can use any of my articles at my site here, or get them from places like ezinearticles or freearticledirectory. Or, just search in Google for free articles. You have full reprint right on any of these articles, as long as you keep the links live, and keep the resource box at the bottom that includes a link back to the author. The writers of the articles love for you to reprint their articles, because it points people and the search engines back to them! I talk about how you can use this to your advantage in a later section of my website. Tip: I am currently offering something that no one else is offering yet in this area, to my knowledge. Using this can help you develop free traffic from search engines much more quickly than you would otherwise. To learn more about that, pick up my free report here and then buy some articles that you can brand here. Secondly, use plenty of the keywords that you are targeting on the landing page itself. If you have to, make several different landing pages for each keyword group. Third, make sure there is a decent amount of content on that page. A simple page with very little text may not work that well. Lastly, it is also good to link to other highly regarded websites that relate to your topic from your landing page to avoid any type of quality penalty. You can do this at the bottom of your page, so that you are not losing traffic to that link.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Once you make those updates, it may take half an hour or so before your minimum bids requirements reduce back down to what they were before. If they don't, give me a call or email and I can take a look at it for you and see if I can help. You can learn more about how to write great ads and copy in the copywriting / advertising section of my website. One important aspect to all of this is that you are directing people to a relevant landing page after clicking on your ad that continues the theme, and fulfills the promise of the ad. If you talk about a free report in the ad, mention the free report right away on the landing page, and tell them how to get it. Free reports are a great strategy to use, because you can give visitors something of value, and in the process you can ask for their name and e-mail in the process. By doing this (using our auto-responder) you can begin building your list, which is an asset that NO ONE can ever take from you. You can get some Free Reports here. So, to overview the process quickly: Well-targeted Google ad  Landing page with opt-in and free report  Thank You page (with Google Conversion coding)  Affiliate Product (in the future, your own product) I will cover the affiliate product concept in the last section. This will usually be a generic training product that meets the specific needs of our target audience. That way, we fill their need, get them good information, and get their contact information so that we can maintain a relationship with them. One thing I didn't cover here is how to set up proper tracking tools, so that you can quickly and efficiently know which ads are producing, and which ads are simply costing you money. All the detail behind this critical step is covered in the next section.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Section 11: How To Track and Test Your Ads, Website Traffic, and Everything
There are five main programs I am going to discuss here that you will be using to track everything that you are doing. Three are free, and two are paid programs that are very useful. Let me briefly describe each one, then we will look at each one in more detail in the video below. First off, I use keyword radar to track actual sales of products to the keyword. This information is absolutely CRITICAL for your success long-term. This doesn’t work with every program, but it does work with many, and is easy to implement. This is a one-time paid program ($97). If you sell any products through clickbank, which I will discuss in the next section, this works GREAT with that, and many other popular affiliate programs. Second is a membership program called hypertracker ($20/mo) that is the industry standard. This helps to give a compare between the results from the other tools, and hypertracker is very easy to use and integrate with any activity, not just PPC. The more data you have (in easy to use form) the better. You can get a free 14 day trial to test it out and see if you like it. When you expand into e-zine ads and other e-mail advertising, which I discuss at my website, you will want to have a tool like this. Thirdly, you should be using a free tool from Google imbedded within your Adwords account whenever you can. This is called “conversions” and allows you to track things like opt-ins and sales. You need to control the webpage in order to use this, because you need to paste in a small amount of html coding into the page that people are referred to after performing the action you want to measure. You can generally use this to track opt-ins, but cannot track sales unless you are selling your own product. You should still use this to track opt-ins, and use keyword radar when you are selling other people’s products. Fourth is free tracking that is provided with some affiliate programs. For an example, I walk you through the tracking included with Mike Dillard’s Magnetic Sponsoring affiliate program, which I HIGHLY recommend. Unfortunately, because of how the tracking ids are provided (assigned rather than allowing you to choose them) keyword radar cannot be used. Google’s conversions and hypertracker also cannot be used because you don’t control the sales page. In this case, you just need to manually assign the tracking ids provided in your ads. I would do this by keyword group rather than individual keywords, to save time. Lastly, I use Google analytics to track website visitors. That is a free tool to use, has great reports and summaries that are easy to use, and doesn’t interfere with adwords. Here is the video that shows the set up of each of these tools. As always, shoot me an email at mike@theonlinemlmblueprint.com or give me a call at 1-(330) 391-0139 if you have any questions with any of this:

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Now, let’s discuss the one last critical concept before you can tie all of this together to start generating your own exclusive, live, high-quality leads for free.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Section 12: The secret to MLM success that you don’t know yet
The secret is, in a word, …… tools. Did you know that the top earners in generally any network marketing company make a VERY large portion of their money from the sale of tools, and NOT from actual commissions? That is NOT to say that there is anything wrong with this, as they step in to fill a valuable role of providing teaching, training, and sales tools that the company itself generally does not provide. That’s not to say though, that the fact alone isn’t… interesting. What if you could flip this fact on its head, and start profiting from the sale of tools and training material NOW, before you are making a gazillion dollars at the top of your company? Well, quite simply, you CAN. And best of all, you aren’t restricted to your own downline, or even your own COMPANY, in terms of potential prospects. THE ENTIRE WORLD OF CURRENTLY STRUGGLING NETWORK MARKTERS ARE YOUR POTENTIAL CUSTOMERS. And, as we all know, MOST of the people in network marketing that are actively building a business are struggling and looking for answers. In fact, it is VERY difficult to succeed in network marketing in any reasonable period of time WITHOUT doing this. Sure, you are going to have the handful of superstars who quickly move through the income ranks just by talking to people they know, and grow a large, successful business. But that is NOT the norm. Most of us will run out of warm market people to talk to before we have established a large, self-sustaining organization, that is just a fact. Then where are we at? At that point, we need to do some marketing. Which, of course, very few of us know how to do correctly and for which in many cases there isn’t adequate training for within our own organizations. Because of the fact that we are ONLY promoting our opportunity, we need people to join us and quickly duplicate in order to recoup our advertising costs. But, most of us are also not good at sponsoring, and often times get low quality leads anyway. We quickly find ourselves moving backwards. And worst of all, working pretty hard in the process. The answer out of this is two-fold: we need to be better trained ourselves, and we need a way to recoup our advertising costs on the many people that we pay to talk to who do not join us in our opportunity. (Most people will not join our opportunity, no matter how good we are at prospecting, that is also just a fact.) Now, if we find excellent quality training (generic in nature) for ourselves, why not sell that to the masses of networkers who we know also need it? That, when done correctly, is the answer to generating endless leads for free, if our profits can equal or better our advertising expenses. This is known as a funded proposal, and is particularly powerful when used with the power of the internet and auto-responders. But, there is plenty to learn in that arena as well.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Ra-ra meetings and company events are all fine and good, but we need something more in addition to that. We need nuts and bolts training, exactly what I’m doing here for helping you to get up and running quickly in order to establish an automated, online marketing pipeline. The training we need covers topics like: personal development, goal setting, leadership skills, effective communication, marketing skills, copywriting skills, and some internet-related skills. I have four EXCEPTIONAL training products to tell you about now, that can function as the end of your marketing pipeline and provide you with the training you need as well. (Actually, they will be the middle of the pipeline. You will continue to follow up with the people that want this training, offer them more training, and when/if the time is right offer them your opportunity.) This training material is all inexpensive but VERY useful. In fact, it should be mandatory reading for anyone that you bring into your business. (Think about owning a regular brick and mortar store, hiring employees, and then providing them with no training. Absurd, but that is what many of us do with the partners we invite into our network marketing business, where training is even MORE critical.) Here is a quick summary, with an accompanying link that will take you to the place that you can read more about them. I know you’ll enjoy these, as well as profit immensely from the knowledge you’ll gain!

Magnetic Sponsoring by Mike Dillard – Learn why your MLM is NOT your entire business, learn how to be a professional, how to attract people to you instead of chasing people away, and other psychology secrets. This alone is what has completely changed my career, philosophy, and strategies. Also, join the online community he has started for great networking opportunities.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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Building on a Budget by Mike Dillard – Believe it or not, you are NOT at a disadvantage if you don’t have a lot of money to invest in your business at this point. You just need a different approach. Mike walks through many ways that you can start marketing online for a very low cost, and in many cases for free. Even if you do have a decent advertising budget, you should learn, apply, and teach these strategies.

SureFire Sponsoring by Mark Wieser – Learn from the master. How to get your mind right, how to work with prospects, how to build instant rapport, how to position yourself as an expert, never try to convince or sell anyone. Also, how to sponsor your warm market, local market, and cold market. Includes several bonus e-books and a great audio too. This is required reading for anyone in MY downline.

Black Belt Recruiting by Mike Dillard and Mark Wieser – Getting leads is only the first step, you also need to know how to talk to them on the phone. This 6 audio cd set & manual covers extensive material that you need to know and teach to get the most out of your marketing efforts. Learn how to position yourself and be an expert and an educator rather than trying to sell. How to deal with objections, and much, much more.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com

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In closing, I want to congratulate you for going through this book (and hopefully for following my advice!) The promise of a dream life-style that network marketing can provide has all too often been hyped up, but it is real nonetheless. There is a price for success, though. That price is to become educated, and then teach what you’ve learned to others. Make your decision to pay that price now, pay it, and enjoy the process and then the rewards. I’d like to be your friend and coach in that process. To that end, I will be taking massive action both to continue educating myself, and applying that knowledge and helping everyone that I possibly can. I will continually be updating my website about new knowledge that I learn, referring useful training that I find, reviewing products and services that I find helpful, and providing help in many, many areas. You’ll find it most useful to come back often to www.theonlinemlmblueprint.com.

To Your Success, Mike Rutkowski

P.S. – Drop me a line and let me know what you thought about the material here. I’m always looking for ways to improve this and make it as useful as possible. And, when you have your own website up and running, let me know where it is at and we can exchange links! If you are not on my e-mail list already, sign up here. When you do that, I have a free report to send you that has some cool ideas of my own in it that you can give away free to anyone you’d like, as well as a free e-book all about basic SEO, which will be the next step that you’ll want to take after your Google Adwords campaign is returning some good results. P.P.S. - I know there is a lot of information here, especially if you are just beginning. Just take it slow, make a plan, and stick to it. Give me a call or e-mail anytime, I’ll be glad to help you out. As I continue to learn more advanced techniques, I will break them down step by step like this and get that information to you. If I can’t do it better than someone I learned from, I’ll just refer you to their work. I will only refer products and programs that I use myself and find very helpful, so you can always trust my recommendations.

© 2008 Mike Rutkowski

www.TheOnlineMLMBlueprint.com


								
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