From the Desk of the Editor
Welcome to ‘Internet Marketing Magazine’ ‘Internet Marketing Magazine’ will be Bi-Monthly
– the original and leading free magazine initially, and will provide you with the knowledge of
those fundamentals and the boxes that you need to
designed specifically for Internet Marketers to
tick to achieve success online. The content will also
be delivered on the iPad, iPhone and cater for advanced marketers with leading tips and
Android platforms. strategies on what is working on the Internet
Internet Marketing can sometimes be perceived as
a difficult thing to achieve great success with except The panel of writers for ‘Internet Marketing
for the ‘lucky few’. The team at ‘Internet Marketing Magazine’ is quite diverse in it’s knowledge base. All
Magazine’ believe success online is not difficult once the contributing writers are doing Internet Marketing
the fundamentals are in place and all the correct or Direct Marketing and Copywriting on a full time
boxes are ticked. basis, so the experience that we can draw on for the
articles and content for you is quite extensive.
We aim to deliver you up to date relevant timely
information on all facets of marketing on the internet
from niche markets through to traffic, conversion
optimization, marketing funnels, online stores, social
media, eBay and just about anything else you can
So sit back and enjoy your first edition of ‘Internet
Marketing Magazine’. If you have any questions,
feedback, content or advertising requests please
don’t hesitate to contact us via our new site
Wishing you the best of success online
Internet Marketing Strategist
& Editor – Internet Marketing Magazine
Internet MarketIng MagazIne 02
5 Steps for a More Profitable 2011
2010 has now come and gone. It was what it was. For you it urgency? Give yourself tight deadlines, hit those deadlines and
may have been a massively profitable year with your internet make things happen quickly.
businesses, or you may be at more of a beginner or intermediate
stage and still be finding your feet and testing and measuring Effectively you will test and measure more techniques, niches
new things to see what works and what doesn’t. and product offers more quickly. This will dramatically reduce
the amount of time it takes to achieve the results you are after.
Either way, no matter what your results last year it’s always
possible to, and it should be a goal to make this year bigger than 2. Build your list faster
When you know what niche(s) you are going to specialize in
Let’s get stuck straight into our 5 steps to make your Internet online you really need to build a list (database) of prospects and
marketing businesses more profitable in 2011... clients that you can market to over and over again.
1. Speed of implementation The most common way of building your list is to give away
something of high perceived value to your target market in
This is a concept I can honestly say I really only ‘got’ in the last exchange for their contact details so that you can follow up with
few months. How it came about for me was that I was doing them again via your auto responder software.
pretty well online in that I was already a full-time Internet
marketer, but my consulting business was demanding more of There is an art to this so that you create a good relationship
my time than my other ‘Real Passive Internet businesses’. with your prospects and customers by providing them great
information and value, while also implementing enough offers to
When I thought about it my real goal was to be in the ‘lifestyle them so that you make a profit while actively building your list.
creation business’ meaning that I really needed to get my passive
income streams cranking more, rather than adding additional This point is also closely related to the first one we covered - are
active income streams. you implementing quickly with building your list? Do you have a
sense of urgency with it?
I got some advice to go see a man by the name of Richard
Bandler, the co-creator of NLP (Neuro-Linguistic Programming) Ultimately the bigger you build your list and the better your
and get my head right. So I got on a plane to London and did relationship and offers with it the more money you will make in
exactly that. As luck would have it on the 2nd day of my Licensed your business. So what can you do in 2011 to actively and rapidly
Practitioner of NLP course I got hypnotized on stage by Richard build your list?
and he made it plainly obvious to me that if I wanted my
passive income streams to grow then I needed to focus on those 3. Work on your mindset
businesses with the same amount or more energy as I was doing
for my active income streams. Have you ever noticed that people who win the lottery are
after broke again after 5 to 10 years? It’s amazing isn’t it? I often
The other big learning was the speed with which I needed to thought about how could this be, and then I heard Pat Mesiti say
implement to achieve the results that I was after. “you can’t stay a millionaire if you have a two
Following that trip I am now implementing in my businesses at dollar mindset”.
roughly 12 times the rate that I was previously.
Now think about this for your businesses. Are you treating
your Internet business like a hobby or like a real business with
Internet MarketIng MagazIne 03
This is pretty clever. What it means is that as your wealth creation 5. Cut the dead wood
mindset expands so will your opportunities and your prosperity. It
also means that you can do all the clever Internet marketing traffic Over time as you test and measure new products, niches,
and conversion strategies etc but if your mindset is not right you will sites etc you incur both monetary costs and also tasks that
never get wealthy - sad but true. require your time.
There is no easy way of getting your mindset right, and in many On the financials in your business, if you take it back to the
ways it is a journey rather than a destination. For me learning NLP fundamentals to make more profit you either need to make
has made a massive difference because I now understand how the more sales revenue or reduce your expenses. With this cut
unconscious part of my brain works and can control it better rather the dead wood theme, review your business credit card
than letting it run it’s own programs. For you it may be different, statement - is there any software tools or other expenses
but ultimately this mindset area is a field of study that should get as that you don’t need anymore? If so then cancel those
much of your attention as the Internet marketing area in 2011 services and reduce your expenses where ever possible. In
and beyond. our businesses we review all our expenses quarterly and
anything that is not actively being used gets culled. This
4. test and measure like a pro one technique will save you thousands of dollars over the
course of the year.
With our Internet marketing strategy and consulting business we
get to see the inner workings of hundreds of businesses that do The other part of cut the dead wood is look at all the
marketing on the Internet. The great thing about this is that we no different aspects of your business such as the websites and
longer guess about what is going to work online, we can gather data product offerings you have. Are there any there that are
and observations across a number of industries and identify trends taking up a lot of your time but not significantly increasing
and traits of successful businesses online. your profits? If so look at them with a critical eye to see if
you can cull them to free up your time and make space for
One thing that we notice about all successful Internet marketing new opportunities to enter your business life.
businesses is that they test and measure consistently. There is a
saying that “you can’t manage what you don’t measure” and this We like to think of it as “run your winners long and cut your
seems true with Internet marketing 100%. losers short”…
We measure our stats like clicks, opt-ins, sales, conversion rate, cost Treat your business with priority, efficiency and urgency.
per lead, cost per sale etc on a weekly and also monthly basis. We Implement the 5 strategies above in 2011 and watch your
have monthly goals that then roll up into annual goals. This works results improve.
beautifully because at all times there is visibility of what is working
and what isn’t and it allows for quick adjustments along the way. Greg Cassar is the leading
The other part of test and measure like a pro is to be constantly strategist behind the
working on improving your conversion rates. Google website scenes of many of
optimizer is a fantastic free tool to help with this as in its simplest the biggest Internet
form it allows you to run two versions of the same web page against marketers in Australia
each other and see which converts the best. and abroad(InternetM
You then declare the page that converts the best as the winner com). You can follow
and try and create a new page that will convert better again. What Greg online at his
this means is that for the exact same advertising spend over time blog GregCassar.com
you start to get better and better return on your investment (ROI). or receive his 21 free
Professional marketers do this constantly and you should too. Internet marketing
training videos (paid
Now think about your business, do you have a spreadsheet with your membership site
weekly, fortnightly or monthly stats on it? If not how quickly can now free) at
you get one implemented? Do you have Google Website Optimizer DolDay.com
implemented for the main landing pages of your website? If not how
quickly can you get it implemented?
Internet MarketIng MagazIne 04
The Key to Successful Web Sales Copy Article
Did You Wake Up this Morning W.I.I.F.M. - What’s In It For Me needs to be the acid test for every
thinking about this? Well did you? ad, mailing, email you create for your business.
If your prospects can’t immediately see what’s in it for them
Wake up this morning thinking about J.R. Smith & Associates? they’ll turn the page, bin the letter or click delete... sale lost.
They are one of the better builders where I live. So remember WIIFM, it forms the cornerstone of effective
So did you wake up thinking about them? Why not? marketing yet it is so often lost to the time-poor business owner
juggling a million and one things at once who wonders why their
They do great work. Everyone raves about them. Lots of advertising isn’t working.
successful and beautiful new homes and renovations... strong
guarantee, great logo and corporate branding, always seem busy. Don’t be one of them!
Can’t fault them.
Of course, WIIFM is just one piece of the puzzle, next you must
So why didn’t you wake up thinking about them? stand out from all the clutter out there but that’s a discussion for
There are two answers to this question, one obvious and the
other contains a powerful marketing lesson for any business. Remember WIIFM... apply it to everything you do and watch
First, the obvious one. your responses soar.
You didn’t wake up thinking about them because you’re not Steve Plummer
looking to build or renovate, or you don’t live in my area and Copywriter and Marketing Strategist
therefore don’t even know they exist and have no interest in
them. Fair enough too. Steve Plummer is one of Australia’s highest paid and in-demand
copywriters and is the personal copywriter for Australia’s
And the second? This runs so much deeper and you must really “Millionaire Maker” Mal Emery. Steve’s marketing and writing
“get” this as a business owner and marketer of your products savvy have resulted in hundreds of thousands of dollars in
or services. extra sales for many happy clients. Follow Steve’s blog at
We don’t care! “We” being the marketplace.
This is not a comment on the ills or otherwise of society but is
a statement of fact. People are self-absorbed, busy, selfish time
poor creatures. Period.
And you want to sell them something?
No one cares if you’ve been in business for 20 years and your
experts have been servicing the local area for blah blah blah...
All your market cares about is themselves, so your marketing
must focus on THEM and not YOU.
Internet MarketIng MagazIne 05
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‘The Big Idea in Your Business’ Article
I heard about this story the other day. The simplicity of it is 2. Can you “name a process” in your business that you and
beautiful and it has a powerful lesson. I won’t keep you hanging your industry peers take for granted? Name it. Own it. Think
any longer… outside the box.
I live in a small town in North Queensland (where they bend 3. Never assume that your clients will “join-the-dots” - spell it
bananas); there was a serious epidemic unfolding… A real out for them as if you had to explain it to a 7 year old.
tragedy in the making. Here’s where it started… NEVER ASSUME THE OBVIOUS.
At the local supermarket and fruit stores, locals had the choice of 4. Always communicate your biggest benefits (or point of
two types of bananas to buy. The big, long banana in one bay… difference) in the best most obvious possible way.
and the small puny bananas in the other bay. (If you’ve ever been
the small or less athletic kid at school who always gets picked 5. Can you use a recognizable word or phrase and marry it
last, then this story will give you hope). into your message? I saw this the other day when someone
was referred to as “The Richard Branson of the Internet”.
In short, (no punt intended), the smaller bananas were not Here are a few more examples:
selling. To the point where they were going to totally wipe them • The “Entrepreneurial Bible”
out all together. Shut down the harvest plants, lay off the workers • The “Ghost Whisperer”
– the whole deal - Never to be seen or sold again. • The “Cash Flow Queen”
Until… One smart cookie splashed a creative marketing spin on You get the idea…
the problem. It only took two words.
So can you find your “Lunchbox Banana” story? Keep your eyes
Get this…they placed a sign in front of the small banana bay that “peeled” It could be just around the “bend”
read this: “Lunchbox Bananas”
Think big. Be different.
And guess what happened?… whooooosh… Bret Thomson
They became so popular that they practically ran out the door.
Shopping mothers INSTANTLY made the distinction and Bret Thomson is a master copywriter and profit
changed their buying habit to fill a need. And that need was strategist. You can get a free copy of Bret’s
fitting a banana into a school lunch box. DVD ‘How to Write a Winning Sales Letter’ at
the Lessons from this:
1. You could be just one great ‘big idea’ away from a marketing
(and financial) breakthrough. It could be the media you
choose, the new market you tap into, the message, hook,
twist or USP (Unique Selling Proposition), your strategy,
and the list goes on.
Internet MarketIng MagazIne 07
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‘The 5 keys to Making a Fortune From the Internet’
Creating your business avatar
Let me share with a you a very simple, and incredibly powerful This is how it impacts on the 4 Dimensions of a successful
exercise (the most powerful ones usually are the simplest). If Internet Business:
you master this exercise it has the power to revolutionize your
business. Seriously. 1st Dimension: You
After you have created your Avatar think to yourself “Is this a
The concept of an ‘Avatar’ is a term that has been bantered person I want to do business with?” You have a choice you know.
about on the Internet lately. I first heard it from Jeff Walker of If you think to yourself that you’d rather not have their company
Product Launch Formula fame though it is a concept you may then you need to look at what type of customers you really want
also hear of under the term “Composite Ideal Customer”. This to work with.
is my version and how it relates to my framework for creating a
successful internet business, called 4th Dimension Mastery. 2nd Dimension: Your Customer
You need to do research to really create your Avatar. At the end
What is a Business avatar? of this process you will be incredibly clear on your customer
needs and frustrations. An important thing to note is, you may
You may be familiar with the movie Avatar? The human have more than one Avatar, especially if there is one group who
researchers take on the form of the indigenous (and gorgeous) want your service (such as children) and another who makes the
creatures on the moon of Pandora. Or you may be aware of the buying decisions (such as their parents).
original meaning of Avatar from the Hindu religion where deities
/ gods take on the form of humans or other creatures. 3rd Dimension: Joint Venture Partners
A Joint Venture (JV) partner is someone who has a very similar
When it comes to business, an avatar is an imaginary person Avatar to you. They are already providing a complementary
who represents the composite of your ideal customer. They are (though not identical) service to them. Once you are clear on
described in such detail that they almost seem real. Real enough your Avatar it is easy to identify potential JV Partners.
for you to have a conversation with.
4th dimension: Community Engagement
Well, not a real conversation (they’re an imaginary friend, not This is the dimension where your customer really interacts with
a real one OK?). But real enough for you to have a one-on-one you. By always communicating with your Avatar, rather than
conversation with when you write your emails, blog posts and communicating as if to a blur of many customers, you will attract
sales letters. They are also the person you are talking to on your them, convert them to sales easier and encourage interaction
tele-seminars and videos. in numerous ways (for example they will be more likely to
comment on your blog posts if it feels as if you are talking
What are the Advantages of Creating a Business Avatar? directly to them).
If you get the avatar right then your ideal customer will truly
resonate with every message you make. They will be naturally
attracted to you and may even find themselves thinking, “How
did she know that is what I am thinking?”. It doesn’t mean you
will be excluding others who aren’t your exact avatar but you will
get the message across clearly to the majority of your
Internet MarketIng MagazIne 09
How Do You Create an avatar? She wants to build a business on her passions and she is driven
by more than money. She wants to make a change in the world
You can research your current customer base, forums, Facebook in some way though finance and lifestyle is also very important
groups, and other areas where your target market hangs to her. Interestingly, she also has an interest in natural therapies,
out to really get a good feel for their frustrations, needs and the environment and personal development. She has access to
demographic info. income other than her business income (through her partner,
a part or full time position, or home equity) but knows she
Your Avatar should be very specific and include things such as: can’t rely on this for too long. She’s been learning how to build
an Internet business and has taken some action already but is
• Gender frustrated because she’s not making any money from
• Age her endeavours.
• Life Circumstances
• Income Sound familiar? Of course, this doesn’t exclude people who don’t
• Biggest frustrations fit this profile. After all, 10% of my customers for Wonderful Web
• History Women are men. But it will only attract those who can relate to
• Aspirations my Avatar in some way.
You can even give them a name and find an image to represent Your turn
them (just like with the Avatar you may choose to represent
yourself in a forum or game). It’s your turn to take action. Spend
time this week to research your
Here’s Mine Avatar for your business. Then
write it down and see if you can
To give you an idea, here’s one I prepared earlier. This is an Avatar refine it further. Ideally you want to
we created after an intensive survey of my customers last year. I get to the same level of detail and
was surprised by our findings (mainly their family situation and understanding of the avatar for your
interests) which is a good thing in my books. Of course, this is not business as I have for mine. So, get
the profile of every customer but writing to this imaginary person to it! Can’t wait to meet your Avatar.
makes my sales copy, blog posts etc much stronger. Ready?
My Avatar (Jenny) is between 35 and 45. She has children who Janet Beckers is the host and
are close to leaving home. She is a professional in that she has founder of Wonderful Web Women.
education or experience in a career and is actually pretty smart. An award winning on-line community recognised for generous
She wants a change in her life. She doesn’t find her career as and honest marketing advice for women on the internet. She
fulfilling as she would like and wants more lifestyle freedom. She is also an international best selling author and multiple award
wants to build her own business and is quite frustrated because, winner, including Australian Marketer of The Year 2009.
even though she knows she is capable, she is overwhelmed with To learn from the most successful women on the internet
how much there is to learn and where to start. through live webinars, masterminds and forums absolutely free,
visit http://www.WonderfulWebWomen.com and join today.
Internet MarketIng MagazIne 10
7 Steps to Keep Your Ads Alive in Google in 2011
You probably would have need to have been hiding under a rock So, based our extensive research and experience from our
to not notice Google ‘thinning the herd’ of advertisers over the InternetMarketingDoneForYou.com business here are our 7
last year or so. Ultimately Google is trying to provide a better Steps to Keep Your Ads Alive in Google in 2011… really its about
and more relevant search experience for their users. It seems having high quality score!
they are willing to do this at any cost, and are not concerned
about how many advertisers they get rid of in the process. 1. Improve Your Campaigns Relevance
google is Currently… • Align your keywords, ads & landing pages so that they are all
relevant to one another
• Reducing the Quality Score of many campaigns so that their • Use small adgroups – ideally 1 keyword per adgroup. Tools
ads no longer show impressions like SpeedPPC make this easy for you to achieve
• Permanently disabling accounts and Permanently disabling • Ideally your keywords should be in your ad and also on your
any other accounts disabled users create The trick then to landing page visible above the fold
keeping your ads and campaign alive in Google in 2011 is • Your keywords should be in your meta tags and
really to know what Google wants and ultimately what descriptions etc.
2. Transparency – Provide up front all the information that
Here is What google Wants? Google wants to see
• Highest quality Ads – providing safe, relevant and high • On your landing page clearly identify the benefit you
quality experiences for their searchers described in your ad
• Easily find what your ad promises • Clearly identify in your sales copy what your business does
• Relevance – from your keyword to your ad to your • Ensure your Billing/Pricing not hidden
landing page • No free + shipping offers with monthly continuity
• Clear, easy, Above the fold navigability (menu bars etc)
3. Improve Your Landing Pages Navigation
Here is what google Hates?
• Add a clear menu above the fold with links off to the other
• Get Rich Quick sites page on the site
• Data Collection sites for free items. This is a weird one • Build it with Wordpress preferably or any other standards
because their Google Website Optimizer and Google based content management system
Analytics tools are designed to measure exactly this course • A good trick is to put your opt-in form on the other pages if
of action you can so that you can keep your opt-in rate as high
• Poor Comparison/review sites as possible
• Data Entry Affiliates designed to drive traffic to
• Popups – on entry or leave
• Malware sites
Internet MarketIng MagazIne 11
4. Build out your site’s Footer
• Have a clear footer section at the bottom of the page
• Don’t make the links invisible
• Add the following sections as a minimum to the footer as
this is what Google is looking for –> Home, Blog, Privacy
• Name these pages logical names eg. privacy-policy
5. Unique Content
• From the footer add links to unique articles on your site
(don’t put them multiple places on your site)
• Also add links to blog articles
6. Click Through Rate (CTR)
• Google thinks this is key to relevance because highly relevant
ads get clicked more so split test your ads to get high CTR
• Sort your campaigns by CTR – tune or delete anything with
7. Hope and Pray
• I say this one as a bit of a joke, but it’s true… Google can kick
you out any time for no reason – so don’t get dependant on
them as your main only source of traffic and leads.
I hope this is beneficial to you and it helps you to keep your
Google Adwords account alive and healthy in 2011 and
Greg Cassar is the leading Internet marketing strategist behind
the scenes of many of the biggest Internet marketers in Australia
and abroad (InternetMarketingDoneForYou.com). You can follow
Greg online at his blog GregCassar.com or receive his 21 free
Internet marketing training videos (paid membership site
now free) at DolDay.com
Internet MarketIng MagazIne 12
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Why Would We Choose A Niche Rather Than A Catalogue Store
For many people starting out on eBay choosing a market to After comparing the prices that those lenses and cameras were
sell into can be a bit overwhelming when you first look at the selling for on eBay, John realized that he could probably source
possibilities and opportunities. After all, there are over 50,000 the same items and sell them for a profit.
categories with thousands of products in each category to
choose from. This interest has now led to a full time business where John
actually flies around the world on buying trips, to pick up more
Often a new seller can see so many opportunities they want to traditional photography equipment. And just loves it!
try to take advantage of them all. We’ve personally looked at
thousands of opportunities on eBay and yet we still only ever set Part of John’s success is, knowing that he can source the items
up an eBay store to sell into one niche exclusively. cheaper than they would sell for on eBay. He’s also building
relationships with many large Pawnshop owners in many
At first it’s so exciting just making sales that you want to do different countries. These contacts now look for, and hold
everything and sell everything all at once! While its great to foster photography items for him ready for his next buying trip.
that enthusiasm, and also good to build up your feedback at
the same time, in the long term, it really pays to find the niche John has chosen the niche of high quality cameras. Within that
market you want to enter into, and become the expert within niche, there are also a few different items he could market within
that field. that category. He knows his stuff, he knows what the market will
pay for it, and he knows how to source it.
If you’re not familiar with the term ‘niche’ it basically means a
hot selling, profitable area within a specific category. Some of now that’s the perfect eBay business!
the biggest eBay successes come from sellers who concentrate
on these niche groups. So instead of trying to be everything to For example, you may be interested in parrots. You could create
everyone as so many other sellers do, choose a niche market and your whole business around birds and parrot related products,
fully concentrate on that market. right down to e-books about parrots.
For Example, John lives in Singapore. He was an architect Become an expert in one market so that buyers feel comfortable
working the usual long business hours, but he really loved shopping with you because you are perceived as the expert in
photography and cameras. Not digital cameras, but cameras your field.
that still used film and traditional photography methods and
cameras. We like the idea of niche markets because it’s very simple to
automate your eBay business. Say for instance if you sold ‘parrot
After selling a few of his old lenses and camera equipment on cages’ and you had a core base of 10 items that you sold 7 days
eBay that he no longer needed, John realized that there were a week.
lots of bidders for his, (what is now considered old and retro)
changeable lenses for a traditional SLR film camera. You’d only have to do most of your work once at the beginning
because every day as an item sold, it would relist automatically,
After trawling through all of the local Pawn shops and second saving you many hours where you could be concentrating on
hand stores, he realized that he could buy many items he’d seen more important things…like growing your business!
up for auction on eBay from the pawn dealers.
Internet MarketIng MagazIne 14
There is so much traffic on eBay that selling into a niche market
is very profitable and more often than not offers better returns
for your money.
So think outside the box, would you rather spend your hard
earned money with someone that is selling garden sheds,
clothing, photo frames and perfumes or someone that is just
selling gardening products that looks like an expert in gardening?
Here are 3 steps to help you find your niche on eBay:
1. Decide on your niche market by finding out what’s hot and
what’s not on eBay. Finding this information is relatively
easy; you can just visit places like eBay Pulse &
2. Choose 3-5 products you would like to have in your cluster
of products within your niche and research them to make
sure they are selling on eBay
3. Find suppliers for your niche products and then begin
selling with templates.
We’ve now shown hundreds of people all over the world how to
sell effectively and profitable on eBay. When people vary from
the proven strategy of choosing a niche, (we can completely
understand as there is so much opportunity out there) then
things can happen slower and often end in frustration.
We’ve got plenty more tips and strategies we’ll be sharing with
you in our column here at Internet Marketing Magazine but if
you want to reach your eBay goals faster you can follow us on our
blog at www.BiddingBuzz.com.au.
Bye for now and we look forward to hearing of your success on
Matt & Amanda Clarkson
Bidding Buzz…the worlds leading eBay Education Company!
Internet MarketIng MagazIne 15
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