Table of Contents by chenmeixiu

VIEWS: 497 PAGES: 170

									Table of Contents




                1
Legal Information: Terms & Conditions                                                             Table of Contents
This book ("product") is owned and operated by Smart Companies Inc. Your access and use of the product
is subject to the following terms and conditions ("Terms and Conditions"), and all applicable laws. By
accessing and browsing the product, you accept, without limitation or qualification, the Terms and
Conditions. if you do not agree with any of the below Terms and Conditions, do not use the product.

Copyrights & Trademarks
The documents and information in this product are copyrighted materials of Smart Companies Inc.
Copyright information contained in this product may not be reproduced, distributed or copied publicly in
any way, including Internet, e-mail, newsgroups, or reprinting. Any violator will be subject to the
maximum fine and penalty imposed by law. Purchasers of our product are granted a license to use the
information contained herein for their own personal use only. Any violators will be pursued and punished
to the fullest extent of the law. No claim of copyright is made on any 3rd party software, websites, images
or text that may be referenced in our product(s). By viewing and/or purchasing our materials, you agree to
be bound by these copyright terms.


Limitation of Liability
Information and any software available for download through this product is provided "As is", without
warranty of any kind, either expressed or implied, including, but not limited to, the implied warranties of
merchantability, fitness for a particular purpose, or non-infringement. our company's entire liability, and
any customer's exclusive remedy, shall be a refund of the price paid.

Though we strive for accuracy, information in this product may contain inadvertent technical inaccuracies
or typographical errors. Smart Companies Inc may also make improvements and/or changes in the
products and/or the programs/offers described in this information at any time without notice.

In no event will Smart Companies Inc be liable to you or any other third party for any direct, indirect,
special or other consequential damages for any use of our site or our product(s), including, without
limitation, any lost profits, business interruption, loss of programs or other data on your information
handling system or otherwise, even if we are expressly advised of the possibility of such damages.

Earnings
All earnings described in this product and shown on our website are accurate to the best of our knowledge,
and should not be considered "typical". As with any business, your results may vary, and will be based on
your background, dedication, desire and motivation. We make no guarantees regarding the level of
success you may experience. And testimonials and examples used are exceptional results, which do not
apply to the average purchaser, and are not intended to represent or guarantee that anyone will achieve
the same or similar results. You may also experience unknown or unforeseeable risks which can reduce
results. We are not responsible for your actions.




                                                                                                                  2
                                                                       Table of Contents




TABLE OF CONTENTS
Chapter   1   Super Affiliate Marketing Strategies for Driving Sales                   7
          A   Who’s Who of Affiliate Marketing                                         7
          B   Choosing an Affiliate                                                    9
          C   Develop Your Sales Method                                               11
          D   Statistics to Consider                                                  12
          E   Smart Sales Strategies                                                  13
          F   Insertion Orders & Media Buys                                           18
          G   Affiliate Marketing and Web 2.0                                         23
          H   Get Paid to Generate Leads                                              26

Chapter   2   Setting Up Your Own Money Making Website                               27
          A   Choose a Domain Name and Hosting Plan                                   27
          B   Tools and Services for Startup                                          29
          C   Website Design and Graphics                                             32
          D   Copywriting and Conversions                                             34
          E   The Importance of Building Credibility and Trust                        40
          F   Create a Perfect Sales Funnel for Maximum Profits                       43
          G   Build an “On-Site” Subscriber List                                      47
          H   Use Pop-Ups to Collect Subscribers                                      48
          I   Use of Intelligent Chat Agent Software to “Save Sales”                  49
          J   Start Your Own Affiliate Program                                        50
          K   Protect Yourself From Illegal Downloads and Thieves                     51
          L   Legal Issues to Consider                                                51

Chapter   3   Selling an Information Product or Service                              55
          A   The Three Rules for Making a Killing!                                   55
          B   Creation and Publication                                                57
          C   Publishing Your Product                                                 58
          D   Tips for Generating Sales                                               58
          E   After the Sale: Customer Service and Beyond                             60


                                                                                       3
                                                                              Table of Contents




Chapter   4   Using Video and Audio to Gauge You Audience                                   61
          A   Why Video                                                                      61
          B   Video Purpose – Selling/Telling/Learning                                       61
          C   Getting Started                                                                62
          D   Video Applications                                                             63
          E   The Power of Viral Marketing                                                   65

Chapter   5   Web 2.0 Traffic Tactics For Attracting Targeted Visitors                      66
          A   What is Web 2.0?                                                               66
          B   Increasing Traffic Using Web 2.0                                               71
          C   Blogging Strategies                                                            75


Chapter   6   Email List Building and Marketing                                             79
          A   List Building: Separating the Millionaires from Everyone Else                  79
          B   Single vs. Double Opt-Ins                                                      83
          C   The Unsubscribe Options                                                        85
          D   Managing and Maintaining your List: Auto-Responder Services                    86
          E   How to Avoid Being Blacklisted                                                 90
          F   Maximizing your Email List                                                     95

Chapter   7   Search Engine Optimization                                                   103
          A   How Search Engines Work                                                       104
          B   Search Engine Optimization Strategies                                         106
          C   Other Page Elements to Increase Rank                                          109
          D   Getting Your Site Listed or Indexed                                           115
          E   Black Hat vs. White Hat                                                       118
          F   Appearing Natural to Search Engines                                           119
          G   SEO Resources:                                                                120

Chapter   8   Pay Per Click Advertising and Search Engine Marketing                        121
          A   The Alphabet Soup: Sorting out SEM                                            122
          B   Pay Per Click Strategies                                                      124
          C   Making Landing Pages                                                          132
                                                                                              4
                                                                  Table of Contents




Chapter    9   Google Adsense and Virtual Real Estate                          133
           A   What is Virtual Real Estate?                                     133
           B   Creating Marketable Content                                      133
           C   Google AdSense and Strategies                                    136
           D   The Long Term Plan                                               139

Chapter    10 Product Launches and Joint Ventures                              141
           A   Building Online Partnerships with Joint Ventures                 141
           B   Find a JV Partner                                                142
           C   Product Launches and Generating Buzz                             144
           D   What’s Next                                                      145

Chapter    11 Buying and Selling on eBay                                       147
           A   How eBay Works                                                   147
           B   How to Make Money on eBay                                        147
           C   Buying Wholesale                                                 149
           D   The Tricks to Auction Types and Timing                           151
           E   Fine Tuning Your Listing                                         153
           F   Getting Images in Your Listings                                  154
           G   Secrets to Skyrocket Your Sales                                  154
           H   Shipping Tips                                                    156
           I   Customer Service                                                 156

Chapter    12 Click Bank and How It Can Make you Rich                          160
           A   A Golden Opportunity                                             160
           B   Getting Started                                                  160
           C   For Merchants                                                    160
           D   For Affiliates                                                   161

Glossary                                                                       164

Index                                                                          127

                                                                                  5
                                                                                             Table of Contents




Congratulations: Smooth Move Smart Guy!
Congratulations on taking the first and easiest step. Now comes the hard part.

Presumably you’re here because you want to make some money. You’ve heard stories about the various online
businesses people have set up and you want a piece of the action. You want to be somebody. You want checks
to just come in the mail every month without having to work too hard, put on uncomfortable dress clothes, or
commute every morning when you just feel like staying in bed.

Perhaps you’re here because you’re already online, doing the work, and not getting many results out of it.
Maybe you’ve got a nice online business set up, but want to find ways to maximize your profits. Perhaps you’ve
started but produced miserable results. Sure, this book is for you, too.

Here’s the secret that few others tell you about making money online that is vitally important for you to know
right away: you’ll have to put in time and effort. There, I said it. Not many people have the guts to say that, but
we do.

However, you want to learn how to work smarter, not harder. Sure, you’re going to have to put in some time
and effort. This may be difficult if you’ve kept your day job. By learning strategies to work smarter, though, you
can work the same amount of time on growing your online business but see bigger profits.

So read through this book at your own pace. You may use the advice in every single chapter, or just one or two.
Whatever your plan and your goals, you can use the practical advice in here as a springboard for all your own
ideas. Just don’t say we didn’t warn you about the time and effort or the giant paychecks. Let’s get started…

IMPORTANT

After you have finished reading my ebook, I highly recommend you become a Smart Wealth Affiliate and use
the same tactics described here to promote my website. I pay 75% commission to you for each sale referred. I
believe in my strategies so much, I want you to use them to promote my site. You bought my book didn’t you,
so what are you waiting for?




                                                                                                                      6
                                                                                             Table of Contents




Chapter 1: Super Affiliate Marketing Strategies for
Driving Sales
So how do you make money on the Internet? If you look at Internet-driven income like you would any other kind
of income, you would buy products for wholesale, sell them at a markup, and then pocket the profits or spend
the profits to grow your business. This is how commerce works in the real world, for the most part. You have
goods and services to buy and sell, and the market will fluctuate back and forth depending on consumer
demand.

What if you didn’t have to sell anything at all in order to make money? With affiliate marketing online, this is
becoming possible. Affiliate marketing harnesses the power of the Internet’s capacity for worldwide
communication with online commerce, a booming way for consumers to purchase products. Merchants who sell
products no longer have to spend all their time with sales and can concentrate more on providing goods and
customer service. Affiliates, on the other hand, can use their sales skills to make income.

There are several different ways we define affiliates, what they do, and how they do it. In this next section, we’ll
define affiliate marketing, who the various affiliates are, and what they do to make huge income online.

A. Who’s Who of Affiliate Marketing
Sometime in the mid ‘90s, companies started to figure out that selling their products or services online was
great. Getting someone else to help sell your products and services was even better. Though they weren’t the
first company to incorporate affiliate marketing into their grand marketing plan, Amazon became famous for
doing this on a large scale. They began a “referral” program that would give their customers an incentive for
telling others about Amazon’s products. The more referrals Amazon received, the more they would pay those
that referred the sale. Convince ten of your friends to buy the newest Grisham novel, for example, and you
could make a pretty good chunk of change.

Affiliate marketing involves the affiliate, the merchant, and the consumer. Each one of these parties has an
agenda. The consumer wants to find the right products at the right price and, in this case, is willing to comb the
Internet in order to find just that. The merchant wants to sell more products which will ultimately lead to bigger
profits on their part. They also don’t want to spend a lot of wasted time and effort promoting their products
through channels that don’t work. The affiliate would like to make a nice profit as well.
                                                                                                                   7
                                                                                             Table of Contents




The affiliate steps in and takes some of the work off the hands of the merchants. The affiliate will begin to sell
items to consumers online, and these products and services can be nearly anything. Affiliate programs exist for
nearly every kind of product imaginable. These products don’t even have to be products that ship. For example,
an affiliate could sell eBooks and software that can be immediately downloaded by the consumer which requires
no actual shipping to the customer. In return, the affiliate gets a cut of the final sale. The affiliate may get a
percentage of the total purchase or may get a set fee for each purchase made by the customer, depending on
the agreement with the merchant.

So now, as an affiliate, you can set up websites, create email lists, and extol the value and quality of any number
of products online and get a cut of the sale whenever one of your visitors actually makes a purchase. Amazon
was once the shining example of a large corporation embracing affiliate marketing. Today thousands of
merchants have embraced affiliate marketing. Amazon still does affiliate marketing and so do reputable
merchants like Best Buy, Circuit City, mega online retailers Shopping.com, and even eBay have their own
affiliate programs. If you can imagine a product that can be purchased online, there’s probably a merchant with
an affiliate program.

Of course, all these affiliate programs have created the business of the affiliate broker, companies that make
their specialty offering affiliate programs to publishers. Some publishers will become an affiliate for one brand
or product that suits them, and this is fine. For everyone else, though, having a diversity of affiliate programs can
also diversify profits. The more affiliate programs you can support, the more you can get in revenue. Affiliate
brokers can then start to offer their services to publishers who want to have multiple affiliates. If you sign up
with an affiliate broker, you can pick and choose from among a long listing of affiliate opportunities. Many
publishers will sign up with multiple affiliate programs to diversify even more.

Super Affiliates

When affiliates start to become really good at their job, they become super affiliates, sometimes called “joint
venture partners.” Super affiliates are those affiliates who are so good at selling a product for a merchant that
they’ve now become a major contributor to the overall sales of that product. Merchants love when they finally
find a good super affiliate because they now have someone they can rely on heavily who will almost always
draw in huge sales. Most merchants appreciate super affiliates so much that they will offer them incentives for
doing a good job, above and beyond what normal affiliates get. Super affiliates may get an extra cut of the
profit, free previews of new products, and more - just for being good at their jobs and for sticking with a
particular merchant.

                                                                                                                    8
                                                                                                Table of Contents




B. Choosing an Affiliate
If you’re interested in becoming an affiliate, there are lots of opportunities for you to get into the business with
very little risk. After all, taking on affiliates is very low risk for the merchant. Unlike pay per click or other types
of advertising, paying for affiliates is much lower risk overall. The only time a merchant has to pay is when a sale
is made, so merchants only pay when they’ve gotten results. This makes affiliate marketing an attractive option
for merchants, which is why so many top companies are using affiliate marketing as part of their sales and
marketing strategy.

With all these opportunities come companies who work as intermediaries between affiliates and merchants.
These affiliate brokers are numerous and work with thousands of top companies. Working with these brokers
has made affiliate marketing easier for both parties. Affiliates can choose from among a huge list of merchants
and choose the best products and companies to promote. Companies, on the other hand, can gain the benefits
of having affiliates without the hassle of running an affiliate program in-house.

Super Affiliate Programs

There are several names in affiliate marketing that you should probably become acquainted with. These are the
major players in the world of affiliate marketing and you’ll probably read their names over and over again:

    1   ClickBank: ClickBank is a large affiliate network of merchants who are selling digital products only. That
        means that all the affiliate marketing opportunities on ClickBank can be purchased and downloaded
        directly to a computer. This makes the transaction time short and the affiliate’s cut big. Truly digital
        products are an affiliates dream. Big profits are possible and there are plenty of buyers looking for
        digital information and software. Commissions on products go as high as 75%.

    2   PayDotCom: Similar in many ways to ClickBank, PayDotCom is a large affiliate network of merchants
        selling digital and physical products. Owned and operated by internet marketing superstar Mike
        Filsaime, PayDotCom is built to meet and serve the needs of fellow internet marketers and
        entrepreneurs.




                                                                                                                       9
                                                                                               Table of Contents




    3   Commission Junction: The merchants and advertisers who use Commission Junction include some
        pretty big names including Dell, Lenovo (an IBM brand), Apple, and Blockbuster. The affiliate
        opportunities on Commission Junction are many and varied. Some affiliate opportunities pay more than
        others, so you’ll have to do some shopping and comparing. Also, there is an application and approval
        process to join and some affiliate partnerships also have an approval process. The results, however, are
        sales opportunities with great brands.

    4   Link Share: Macy’s, AT&T, and American Express call LinkShare home for some of their affiliate
        marketing opportunities. LinkShare also has a wide variety of affiliate marketing opportunities available.
        LinkShare provides their users with comprehensive reports on each publisher’s account summary.

None of these companies requires a fee from publishers. After all, you are doing the hard labor here, though
some may require an approval process before you can begin an affiliate relationship. For the most part, this is a
bit of quality control. Many of these companies are diligent about making sure their brand isn’t associated with
anything offensive.

CPA Networks

What are CPA networks? CPA networks are essentially clearing houses that bring advertisers and publishers
together. CPA stands for cost per action. The advertiser will usually pay not for clicks but for actions completed
by prospects. It could be for instance for each person who downloads a special report. Usually this will entail
them leaving an email address, so the advertiser will be in an excellent position because they will be building up
an opt-in email list. The value of each name in such a list can be a lot of money over a long period of time. That's
why an advertiser will be more than prepared to pay out a huge sum of money for each such lead.

Top CPA Networks:        Hydra                  Azoogle Ads               Modern Click
                         CPA Empire             Primary Ads               Incent Reward
                         ClickBooth             Ad Reporting              Flux Advertising



           If you have a high converting offer and generous affiliate payout, leveraging the power of CPA
           networks is a great way to attract super affiliates who will drive millions of visitors to your site.


                                                                                                                   10
                                                                                             Table of Contents




C. Develop Your Sales Method
Now that you’ve hypothetically signed up with an affiliate, you’ve got to create a sales method. Most affiliates
will provide you with picture ads of different types as well as a special affiliate link. This links is important
because this is how you will get paid as an affiliate. Whenever someone goes to your merchant’s website using
your special link, your merchant will remember that this particular customer was referred by you and will thus
give you a commission off of the customer’s purchase. This is usually done with a cookie. Cookies are small files
that are managed by your web browser and are automatically saved to your computer’s memory so that
websites can remember your preferences and settings.

If that customer clicks on your special affiliate link and then makes a purchase, the merchant will then pay the
affiliate broker who will then pay you. Let’s say you signed up with Merchant A and received 10% of the before-
tax purchase of any customer you refer. A customer clicks on your link and spends $100 at Merchant A’s
website. You now have $10 coming your way from the affiliate broker through which you signed up for this
affiliate partnership.

So how do you pick the right affiliate for you? There are several theories as to how to choose the perfect affiliate
partnership for you. If you want to make money right away and are willing to spend all of your time writing and
producing sales and marketing tactics for your affiliate program, you may want to go with a high-commission
digital product. If, on the other hand, you’re more interested in creating content and virtual real estate, you may
want to go with established, popular brands that your demographic area can identify with. If, for example, you
had a website geared towards young people, you’d want to promote youth-oriented products or brands.

Some people say that the key to success in affiliate marketing is starting with something you know and care
about. If you care about computers and computer gadgets, for example, becoming an affiliate for computer or
computer parts retailers might be a good option for you. Any content you have to generate will be easy to write.
You’ll also be able to add your own experience and interest into your affiliate marketing business and gain an
edge over the competition.

Some say the absolute best way to become an affiliate is to not even worry about anything other than
ClickBank Affiliates. After all, the rate of return on ClickBank, in the very best cases, can be phenomenal. The
products are generally easy to sell to the right audience and many highly profitable opportunities are available.
In fact, ClickBank is so popular with the marketing crowd that you can read more specifics in a different chapter
of this book.

                                                                                                                 11
                                                                                              Table of Contents




The best advice, of course, is to treat affiliate marketing like you would treat any other investment. You should
diversify your efforts in order to test the waters and then work on the winners while also learning from failed
projects. This way, you learn which programs best suit you. Staring out small is always a good idea so you don’t
waste time and money before you know what you’re doing.

D. Statistics to Consider
Look at the statistics of any program before you commit. These statistics should be available to you through the
affiliate broker you’ve chosen. If your affiliate broker doesn’t provide any useful statistics, consider changing to a
different service. Look at each affiliate opportunity. You’ll see several pieces of data, including these:

    1 Affiliate Payout
        Here’s one very important number which answers the most important question: “How much am I
        getting?” When investigating any affiliate, you want to know what your cut is. If you’re selling
        inexpensive items and aren’t going to get a lot in commission, you’ll have to sell an awful lot in order to
        make huge profits. If you’re selling expensive products, you don’t have to sell nearly as many in order to
        make bigger paychecks.

    2 Website Conversions
        Ideally you want to know, of all the people who see this product, how many of them actually buy?
        Obviously, this tells you just how popular a product is with the consumer. If an affiliate program has a
        very low conversion rate coupled with a low affiliate payout, forget about that one. If, on the other
        hand, the conversions are okay but payout is good, you might want to consider that affiliate.

    3 Product Value
        The cost of your product or class of products will tell a lot about the types of customers you’ll want to
        attract and if you can, in the future, upsell these customers by getting them to make a more expensive
        purchase. Again, a higher product price coupled with a high payout will equal a big paycheck. The more
        expensive your products, the more you’ll want to cater to an audience that can afford these purchases.

    4 Demographics
        Demographics can play a big role in your ability to sell a product. For example, you would choose
        different sales methods if you’re trying to sell expensive electronic equipment than is you’re trying to
        sell exercise equipment. Try and figure out the demographics of website visitors which you can do
                                                                                                                   12
                                                                                               Table of Contents




        through polling and analytics software and consulting. The key points you want to know are level of
        income, age, location, and gender. The customers’ levels of income will tell you what your visitors can
        afford to buy. Their location, age, and gender tell you what sort of things they do buy. All of this
        information can also help you predict what your customers might also buy in the future.

E. Smart Sales Strategies
If you’ve got an affiliate program and a general idea of how you want to approach potential customers, your
next step is to develop your pitch. The job of the affiliate is the “presell.” You must give the customers a reason
to buy and convince them to buy before they even click on the link and go to the merchant. All of the elements
you choose for your site and general marketing plan matter and contribute to your presell.

Ideally, you want to become more than just any other affiliate. Your goal is to become a super affiliate, the
affiliate these merchants turn to in times of need. When you have the power to make or break a product for a
merchant, you’re in the territory of making the big bucks. In this section, you’ll find out all the ways to pre-sell
products and get great returns from your affiliate marketing efforts on your way to super affiliate status.

Creating a Sales Letter: The Presell

As an affiliate, you are “preselling” for the merchant. In a pre-sell, you prime the customer for the sale by
developing interest and desire. Then, you give the customer a link to “get more information,” and that link
directs the customer to the merchant’s sales page. When you presell a product, you have to educate the
customer on the product’s benefits. Preselling helps build familiarity in a product or services – and familiarity

breeds trust, a vital element of making a sale. Trust is important because customers are always afraid of getting
ripped off. Again, build trust and you’ll grow a loyal infantry of people willing to throw cash your way.

In other words, affiliates would be wise to presell prospects before directing them to the merchant’s pitch page.
A customer who has been “presold” is more likely to buy because trust and confidence have already been
developed – and a customer who buys puts money in your pocket!




                                                                                                                       13
                                                                                               Table of Contents




The 6 Pillars of Pre-Selling Perfection
The language you choose and the techniques you use to design can make a big difference between a poor and
great-selling page. Your sales letter or pitch page is a single page generally that starts with an attention-grabbing
headline and perhaps a picture. Following you might read testimonials, special offers, and reasons why you
should purchase. Keep the following in mind when creating your page.

   1    Grab Attention First
        Your initial goal is to grab the attention of the reader. Otherwise they won’t have any reason to stick
        around and read your pitch. You must find a hook, perhaps an outlandish statement or seemingly-
        fantastic statement. The top of your sales page is crucial because this is the first thing all customers will
        see when they visit, so an attempt at grabbing attention is crucial for success.

   2    Start With A Short Headline
        The temptation is to create a very long headline that explains the virtues of the product while at the
        same time instantly grabbing attention. Here’s an example: “Do NOT read any further… Unless you want
        to make TONS of money.” By starting off with an unexpected statement, you draw the reader in
        immediately. When you’ve got their attention, you can start the rest of your pitch.

   3    Make Yourself An Authority
        We as consumers have a natural tendency to seek out credibility in our information. This is why, for
        many years, we’ve heard commercials that use phrases like “9 out of 10 dentists recommend this
        product” for years. This appeal to authority works. When we know experts approve of a product, we feel
        better about our purchase. This is why establishing authority becomes a vitally important part of your
        pitch. If you don’t have any personal authority, find another way to establish authority.

   4    Become A Storyteller
        Psychological studies have shown that our memories improve when we are told information in story
        form. We, as humans, have evolved into creatures that have heavily relied on storytelling in the past to
        teach ourselves lessons and carry on our history and traditions. Storytelling not only grabs attention but
        also helps us retain memories. Testimonials are great ways to tell stories of real people just like your
        customers who benefitted from a particular product.



                                                                                                                    14
                                                                                              Table of Contents




   5    Use Emotions
        This point is hugely important. Memory and judgment are both tied to emotions, so making a pitch that
        uses emotion will better help you sell your product. First, harness the power of fear. By instilling a sense
        of fear, you are then able to offer solutions to such an uncomfortable situation through your product.
        This is a highly effective way to make a sales pitch. Phrases and headings like “Other products will let
        you down. Our product won’t,” and “How to avoid scams,” will play on people’s fears. Essentially you
        want to instill the sense of fear then immediately alleviate this feeling with a solution.

                  Hope is another powerful emotion that can generate big sales. When used in combination
                  with fear, hope can be a powerful motivator to action. So how do you instill hope? Show
                  your customers the possibilities and bright future they can have with the successful use of
                  the product you’re selling. Tell them that this happy future is very attainable if they only
                  have the right tools. Phrases like “Despite what you’ve heard, you CAN lose that weight!”
                  shows that there is hope for the future and the product is worth closer examination.


   6    Create Urgency
        A sense of urgency creates a call to action. Without some sense of urgency, many customers won’t have
        any incentive to take action, and especially not right away. Finding a way to create urgency is a good
        way to get people to buy right away. Creating “special” pricing or special offers is one way to create
        urgency. Whether these offers actually are special is irrelevant. The mere mention of “only 100 special
        offers available” and “Today only: special bonus with purchase” is enough to drive some to purchase
        right away which is what you want.

Creating your Sales Website

Now that you know the basics of the pre-sell, you can start to form your ideas for how exactly you are going to
give your sales pitch to the traffic that comes to your various sites. Ideally you would create several different
portals for which your customers can access your affiliate opportunities. These various portals should be linked
together so that if your customer views a video of yours on a free video distribution site, they’ll be able to access
your blog, your squeeze page, and other website’s you’ve got, all filled with your affiliate links, naturally. Ideally
you want to funnel traffic in through multiple sources, and then send all that traffic to your sales pitch.



                                                                                                                   15
                                                                                              Table of Contents




First is the review site, something you’ll read about
in other chapters as well. In essence, the review
site is a site you’ve created online for the purpose
of reviewing various products, all of which you’ve
arranged an affiliate relationship ahead of time. Let’s
say you want to review software and you compare
two different software products. Ideally you should
have an affiliate marketing relationship with both
software companies and, if a visitor decided to click
on the link to one of those products, you’d get a cut.
Your pitch on these review blogs should be more
subtle and less about urgency and more about value.
Remember that your visitors want to trust your blog.
Write in trustworthy language while gently pushing
your visitors towards higher-yield products.

The preview and review blog is another way to drive traffic to affiliate links. Your blog will operate much like a
review site. The articles you post should be short and attention grabbing. The contents of your posts should
obviously drive sales, but do this using many fewer words than you would on a squeeze page or a sales letter.
Also you’ll want to build up a backlog of content. People find already-established blogs much more trustworthy,
so the more archived content you have, the better. Since you have some space to fill, you have lots of
opportunities to plug affiliate products as well as any filler you want to add to fill space and possibly bring in new
traffic. For example, writing about a popular news story might bring in some search engine traffic and will also
present these visitors with your affiliate links.

The Squeeze Page

The squeeze page is also an important element of your affiliate marketing scheme. People have different
definitions about what a squeeze page is, but the idea remains the same. You want a page that will bring in
subscribers to an email marketing scheme. You want to first draw in readers then direct them to offer their
email addresses in order to receive incentives or more information. The idea is to generate sales leads,
obviously, but find a way to add value to the customer so they feel comfortable giving this information. This can
be a sales page that immediately and loudly asks for the customer’s information. This can also be an
informational page that offers bonuses to email subscribers.

                                                                                                                   16
                                                                                               Table of Contents




In order to make your site more effective, you want to immediately offer a sense of urgency through your sales
materials whether they’re review sites or squeeze pages. Some people do this by emphasizing the limited
availability of either a low purchase price or bonus offer. Also, this urgency isn’t just to drive sales. You also want
to make this urgency about using your link to purchase rather than getting the product elsewhere. Some people
do this simply through slick sales writing. Others offer customers extra incentives and bonuses not available
through the merchant.




For example, by buying a certain product through your link, you will give customers a bonus eBook, risk free.
This is a unique bonus they can only get through you and no one else. You can also do this with rebate offers.

For example, offer an extra $5 rebate with their purchase. After they’ve bought the product through your
affiliate link, tell your customers that you’ll give them an extra rebate for their purchase. Then require they send
a receipt to you to verify purchase. This gives the customer an extra incentive to use your link. Also, because
people love to procrastinate, you probably won’t actually have to give out that many rebates in the end. You get
more sales through urgency and pay out very little in order to get higher sales.

As we’ve mentioned before, email marketing is the difference between the huge income earners and everyone
else. You want to increase the number of email subscribers you obtain which you can then use to sell your
affiliate opportunities. The email list creates a somewhat-captive audience. Every week or so, send sales
                                                                                                                    17
                                                                                               Table of Contents




materials to your email list with several obvious affiliate links to various products. You can lift this information
directly from your review site, blog, or even your sales letter.

The squeeze page is the main way most people build up their email lists, though you can purchase email lists
from other companies. Once you’ve generated a sizeable list, you’ve got lots of opportunities to market your
affiliate products to these people. On the other hand, you also have an opportunity to sell these sales leads, too.
Many sales leads brokers out there specialize in the buying and selling of sales leads including email addresses.
This is another way to generate profit apart from affiliate marketing. You’ll learn more about that subject in the
chapter on email marketing.

F. Insertion Orders & Media Buys
Driving highly qualified traffic to your websites is the biggest obstacle you will face in your quest for internet
success. So the question is how and where will you get it? Why not Google?

The Problems with Google:

    1   Getting your site indexed in Google can take a considerable amount of time before results appear.
    2   The cost of pay-per-click advertising increases almost daily and further decreases your profitability.
    3   Google can, and WILL slap you around like a rag doll at anytime it pleases.

By no means should you exclude Google from your advertising efforts. It’s always a great idea to diversify and
maximize each traffic medium. However, anyone looking to expand their business must explore alternative
methods for driving hordes of immediate traffic to their sites at an affordable price.

Look No Further

If you’ve never heard of Insertion Orders or Media Buys, then you’re not alone. Even some of the world’s most
experienced internet marketers are just becoming familiar with these powerful mediums for driving millions of
super targeted visitors to their websites.

So what exactly is an Insertion Order or Media Buy?



                                                                                                                       18
                                                                                           Table of Contents




Assuming you have visited sites like MSN, Yahoo, AOL and
MySpace among other media giants, you have seen Banner
advertisements and Text ads plastered all over these sites.
Banners and Text ads are the product of buying media.
And with all of the traffic that these popular websites get,
it should come as no surprise to find out that banner and
text ads are responsible for more than 50% of all traffic
distribution amongst the internet.

The best part is buying media is incredibly effective and
super cheap. It’s the only traffic medium by which you are
able to target specific demographics such as: age, sex,
location, time of day, marital status, annual income, web
surfing habits, and many others. And that’s just the tip
of the iceberg.

Details You Need To Be Aware of:

    1   Only advanced marketers should dabble in these competitive waters.
    2   Success in this arena will heavily rely on your established business credit.
    3   You must provide several legitimate references from previous joint ventures or partnerships.
    4   You are required to buy traffic in bulk based on the set “IO” contract terms (terms are often negotiable).
    5   Ad Serving Companies usually require a minimum investment of $10,000 per Insertion Order.
    6   There are several additional expenses, some of which include: campaign monitoring and tracking
        software, customer support agents and campaign management fees.

Understanding How it Works

Understanding how Buying Media works is the easy part, while implementing it can be rather difficult. Sites like
Yahoo.com look to profit from displaying 2nd party banner and text ads on their pages, so in order to do this,
they make available spaces for banners of all shapes and sizes. Next, the host website contacts several Ad
Networks to decide the value of each available ad space, leaving the Ad Networks responsible for filling the
available ad slots.


                                                                                                                19
                                                                                             Table of Contents




This is where you enter the picture. Depending on your level of experience, you may decide you would like to
advertise your website or an affiliate website on networks that can deliver loads of traffic. So what you do is
contact an Ad Network to negotiate an Insertion Order with a company representative. The rep will have you fill
out a few forms, complete a credit check, and sign the Insertion Order. Now your campaign should be live.

Ba-da-bing, ba-da-boom. You’re ads will now be displayed in rotation, on several high profile websites for a
term of 30 days (or whatever is stated in the IO). And the best part is you’re not obligated to pay for the traffic
until 30 days after the IO has been fulfilled.

Top Ad Networks

Now that you know the purpose of Ad Networks, you should familiarize yourself with who they are, and what
they have to offer you and your business. Listed below are the top 10 Ad Networks on the Internet, serving
more than 235 Billion impressions monthly.

     Name                                        Number of Sites          Monthly Impressions
1    Advertising.com                             3000                     43 Billion
2    Value Click Media                           13,500                   35 Billion
3    Casale Media                                4,200                    30 Billion
4    Tribal Fusion                               1,000                    30 Billion
5    CPX Interactive                             6,000                    24 Billion
6    AdBrite                                     22,000                   18 Billion
7    24/7 Real Media                             950                      17 Billion
8    Blue Lithium                                1,000                    15 Billion
9    Real Tech Network                           7,200                    12.6 Billion
10   Vizi Media                                  1,000                    11 Billion

Even a fraction of this traffic can make you very wealthy providing you optimize your sales pages, and split-test
daily to improve conversions. That’s a given, but once again the ultimate question remains as to how much of
this traffic you are able to lock down.




                                                                                                                  20
                                                                                               Table of Contents




Ad Servers

An Ad Server allows you to manage all of your traffic and media buys. It is without a doubt, one of the most
powerful tools there is in internet marketing. In fact, it’s so powerful that Google just recently paid over $3
Billion for technology owned by Double Click.

The primary purposes of an Ad Server are to serve, target, split-test and track all kinds of different ads you run
on through networks. In a way, it’s like the cock-pit of a huge airliner, where you have all of the gauges in front
of you and you control your traffic. Ultimately it helps to quickly and easily analyze the effectiveness of all your
ads, campaigns, and traffic sources.

Listed below are the Internet’s top 10 Ad Servers that you should familiarize yourself with:

      Website                              Ad Server                 Monthly Impressions
1     DoubleClick                          Dart                      290 Billion
2     Aquantive                            Atlas Suite               239 Billion
3     247 Real Media                       Open Adstream             200 Billion
4     Accipiter                            Ad Manager                50 Billion
5     Mediaplex                            Mojo Ad Server            25 Billion
6     Value Ad                             Value Ad                  22 Billion
7     Zedo                                 Zedo                      21 Billion
8     Falkag                               Falk Ad Solution          18 Billion
9     Blue Streak                          Ion Ad Manager            10 Billion
10    Check M8                             Advantage                 5 Billion

Behavioral Networks

Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of
their campaigns. In simple terms, site owners are able to display more relevant Ads, based on the interests of
the individual viewing the page.

Things like age, sex, location, time, marital status, annual income and web-surfing habits are all important
factors in behavioral targeting. These factors all lead to more views, clicks, and sales, when an ad is properly
placed.
                                                                                                                   21
                                                                                    Table of Contents




Top Behavioral Networks:         247 Real Media            Connexus          Tacoda
                                 Advertising.com           Drive PM          Tribal Fusion
                                 Blue Lithium              Revenue Science   Value Click
                                 Casale Media              Specific Media

Exclusive Mentoring Program

If you would like to have a Personal Coach to further grow and
expand your business while minimizing the risk, look no further
because we’re here to help!

After 5 solid years of preparation and testing, we have developed
the Internet’s most effective mentorship program for those
interested in building a real business that will produce millions of
dollars online. This is big business for anyone who takes advantage
of the following opportunity. So read carefully.

For a limited time only, we are opening the doors to our
exclusive Personal Mentoring Program. In this exclusive
insiders club, we will show you step by step exactly how we
use the Internet to earn millions of dollars every month.

This incredible opportunity is in high demand, and has only been
made available to 100 special applicants. We’ve done this for
two very specific reasons. Here they are:

    1   Every student deserves an equal opportunity to learn and
        receive the best assistance we can provide. Limiting our
        program to only 100 students allows us to better meet
        your unique needs, and help you achieve quicker results.

    2   Only serious applicants will be accepted into this exclusive
        club. In other words we only choose to work with people


                                                                                                   22
                                                                                             Table of Contents




        who have a passion for learning, a strong work ethic, and a undying enthusiasm for life itself. We’re not
        saying you have to be perfect, but you must be willing to make a commitment, and put in the work.

It’s simple really. Either you will play hard ball with the big boys and become one of the Internet’s wealthiest
entrepreneurs, or you will do something far less extraordinary. Come on, why wouldn’t you want to fulfill your
maximum potential? Let’s stop wasting time here so you can take action and do something about it!

Getting Started: It’s Fun, Quick & Easy!

All you need to do is Click Here to visit the Personal Mentoring Program homepage for more information.
You’ll learn more about what is included if you become a member, and exactly why this is an opportunity of a
lifetime. Whether you decide “YES” or “NO”, just make sure to get your name on the enrollment list! We enroll
our students on a first come, first serve basis and then begin the screening process. If you’re not on the list,
you’re not getting in. Sorry but that’s just how it works.

It would be a shame to miss out on this incredible opportunity, so stop thinking about your future and start
doing something about it. Seize the moment! Do everything in your power to make it through the screening
process! We’ll show you the ropes of Media Buying and guide you along the path of success. Sign Up Now!

G. Affiliate Marketing and Web 2.0
Web 2.0 has changed the face of affiliate marketing. Before these web applications became popular and were
under-utilized by marketers, the simple sales page or static HTML review site was good enough to draw traffic
and then refer that traffic to an affiliate. Today, however, we know that multiple inroads to an affiliate
marketing scheme is a great way to funnel in traffic from multiple sources and send this traffic straight to an
affiliate marketing opportunity. Web 2.0 applications are just another way to do just that. Check out the
Web 2.0 Directory for a glimpse of exactly what Web 2.0 embodies.

Social Bookmarking and Networking Sites

One way to use Web 2.0 is to have your visitors share your information for you. If you have a website and
especially a blog, make sure you have plenty of tools in place for users to share your information on their
favorite social bookmarking site, social news site, or social networking site. Let your visitors know that they can
have all of your information on MySpace or Facebook, they can save your bookmarks easily in Digg or
                                                                                                                  23
                                                                                             Table of Contents




del.icio.us, can email information to their friends, and can receive instant updates through RSS feeds. When
creating your site, you can use software programs or plug-ins to help you add this capability.

Social bookmarking sites allow users to save links to sites that they like, and in many cases, share those sites
with friends or the public. By enabling a social bookmarking system on your site, you can achieve two things:

    1   Visitors can bookmark your site so that they can return

    2   The visitor’s friends can see that they’ve bookmarked the site and check your page out for themselves

Popular Social Bookmarking Sites Include:

               Propeller.com                      Google Bookmarks                   Mister-wong.com
               Digg.com                           Fetch                              Netvouz.com
               Del.icio.us                        A1 Webmarks                        Backflip.com
               Twitter.com                        myVmarks                           Bibsonomy.org
               Tagza.com                          Wirefan.com                        Linkagogo.com
               Newsvine.com                       Links Marker                       Plugim.com
               swik.net                           Ximmy                              Buddy Marks
               Sphinn.com                         Ka-Boom-It.com                     MyLinkVault
               Faves.com                          Slashdot.org                       Jumptags.com
               Spurl.net                          Technorati.com                     OYAX
               Diigo.com                          Stumbleupon.com                    Bookmark Tracker
               Rawsugar.com                       Reddit.com                         Mixx.com
               Folkd.com                          Fark.com                          Danogo.com
               Indianpad.com                     Furl.net                            Symbaloo
               Myjeeves.ask.com                   Connotea.org                      Health Ranker
               Connectedy                         Blinklist.com


                                                                                                                   24
                                                                                                Table of Contents




Others include:

       MyBlogLog
       Ma.gnolia
       Tailrank
       Shoutwire
       Simpy
       Bloglines
       Dzone
       Linkswarm

Social networking sites such as Facebook, MySpace, and LinkedIn, as well as other online communities like
YouTube, Craigslist, HubPages, Blogger, and Squidoo offer a world of opportunity for reaching potential
prospects. Create presences on each of these sites to drive even more traffic to your sales pitch.

Videos

Your sales pitch doesn’t have to be text anymore, either. Videos are an easy way to drive traffic to your various
sites, especially if you are good at producing and distributing these videos. There’s a separate chapter in this
book on making and distributing good web videos, but suffice it to say that there’s plenty of outlets out there.
You just need to know where to direct people. With videos, you do some branding of your website or website
logo and encourage people to go to your site to learn more.

Teleseminars and Webcasts

Another way to add value to your sites is to offer lots of free content that also comes with a healthy dose of
sales language and promotion. Things like teleseminars, webcasts, podcasts, and instructional videos all add
significant value to a site, add credibility, and will increase the conversion rate of your site if done correctly. Your
job is twofold: you want to draw in visitors and then teach them something. This is the “adding value” part of
the equation. Once you’ve added value, you can then begin to funnel traffic. Companies like GoToMeetings,
GoToWebinar, WebEx, and StreamLogics provide ways to stream video to your visitors.




                                                                                                                     25
                                                                                               Table of Contents




H. Get Paid to Generate Leads
Affiliates do not just get paid for sales – affiliates can also be paid for generating leads. Debt consolidation,
mortgage, sales, and credit card companies will pay affiliates just for a lead – contact information about a
potential client who has expressed interest in the company’s products or services.

One easy way to generate leads is to build a website that gives away free digital information or products in
exchange for filling out a form requesting more information about a company’s product or service (i.e.
requesting information about debt consolidation) This type of lead is known as an incentivized lead. While many
companies do not like to pay for incentivized leads, you can often work with the company to get permission to
give away relevant information or digital products.




Basic Steps of Lead Generation

    A Drive targeted traffic to your website.
    B Persuade visitors to complete an action: Subscribe, Purchase your product/service, or fill out an
      informative survey.
    C Collect customer information via email form, after the action has been completed. Make sure to get
      the following: Name, Email, Phone, and Address. Your Lead Company may require additional info.
    D Deliver your accumulation of leads to your Lead Company through email in .CSV format. Make sure to
      enter the total number of leads in the headline of the email to avoid confusion or discrepancies.
    E Get Paid! The Lead Company will pay you a flat rate per lead, or a percentage based revenue share.




                                                                                                                    26
                                                                                            Table of Contents




Chapter 2: Setting up your own Money Making Website
and Business
Owning a money-making website or business is one of the best ways in the world to make a profit. Internet
marketing novices might be intimidated by the idea of creating their own site and have difficulty identifying
ways to make money off of the page. Fortunately, you have help. Part of the key to success online is having the
intelligence to make use of your resources. Why re-invent the wheel when someone else has already done or is
willing to do the work for you?

A. Choose a Domain Name and Hosting Plan
The first step in launching your website is to choose a domain name. The domain name is the web address
Internet users type into their web browser to get to a website. Choose a name for your site, and then make
certain the domain name is available. Paid services such as Yahoo! and GoDaddy.com allow users to select and
purchase a domain name for their website. You can also get a domain name from a free site, but beware. Free
sites offer domain names that are more complicated and more difficult for users to remember. A free domain
name might be yourcompany.freedomainprovider.com or freedomainprovider.com/yourcompany.

How to Choose

Ideally, your domain name should be easy for users to remember. Some very successful websites have very long
and complicated domain names; however, as a general rule of thumb a simple domain that relates to your
business is preferred. A site that sells diet pills will not do well under the domain name of
www.iwillwalkyourdog.com.

If you can’t identify a relevant domain name, pick a catchy name that will lend itself to branding your business
instead. Check below for reputable Domain companies with a proven track record.

       GoDaddy.com
       BuyDomains.com
       NetFirms.com
       Register.com
       NetworkSolutions.com
                                                                                                                   27
                                                                                                Table of Contents




Branding Your Company

Your domain will most likely be the central force of your branding strategy, so select a name that you can work
with. Branding is the process of reinforcing your business’ image in users mind. A brand is the collection of
images and ideas a company uses to keep identify itself to customers. Branding refers to the use of your name,
logo, and slogan in marketing materials. Purchasing a domain name that lends itself to a powerful branding
strategy will keep you ahead of the competition.

Hosting Services

Keep in mind, a domain name is not the same things as a Web hosting service. After you purchase your domain
name, you will still have to select a hosting service. A hosting service “hosts” its client’s websites on its servers.
When visitors direct their browsers to a particular website, the hosting service will provide a copy of that
website to the visitor.

Hosting services vary widely in cost. In general, the higher the cost of the hosting service, the more services (like
extra storage space, email addresses, and bigger servers) you will receive. Websites that generate a great deal of
traffic need to use hosting services with big servers. If the hosting services’ server goes down, visitors will not be
able to access your site. Some domain purchasing sites do offer hosting services for their customers, so be sure
to see if that is an option for you.

Check below for reputable Hosting companies with a proven track record.

       GoDaddy.com
       MidPhase.com
       MediaTemple.com
       ThePlanet.com
       BlueHost.com
       HostMonster.com
       Yahoo Small Business




                                                                                                                     28
                                                                                             Table of Contents




B. Tools and Services for Startup
Aside from purchasing a domain name and hosting services, you will also have to design, maintain, and test your
site, not to mention establishing a payment processing system. Fortunately, there are a variety of services
available online to help you keep your site up and running – and making you money.

Even if you have zero knowledge about HTML, coding, or Internet sales, you can still create a money-making
website. For instance, XsitePro, Live Site and Site-Build-It are great website creation tools that will help you
create and sell your own products or affiliate products. If you have knowledge about some areas of website
creation and maintenance but not others, you can pick and choose your strategy for completing each task.

Website Design

In terms of site design, you have several options.

   1    Design the page yourself with a DIY software program.
        Tools & Services – Dreamweaver, FrontPage, XsitePro, Live Site, Site-Build-It

   2    Buy or find a free Website template online.
        Tools & Services – Template Monster, Free Web Templates, Dream Templates, Hyper Templates

   3    Hire or contract a freelance provider to program a site for you.
        Tools & Services – Elance, RentaCoder, oDesk, Agents of Value

   4    Hire an Independent Graphic Design Artist or Professional Firm.
        Tools & Services –Design Guru Ryan, eCover Frog, Graphic Mavericks

Your website’s design is very important to its success and should not be taken lightly. If you do not think you are
capable of creating an eye-appealing, professional, and user-friendly design yourself, find someone to do the
work for you. You’ll find more information about website design in the next section.



                                                                                                                   29
                                                                                             Table of Contents




Copywriting

Every site needs good content. Your sales page, articles, and all other copy on your site absolutely must be
professional and appealing to readers. Furthermore, all text absolutely must be free of spelling and grammatical
errors. If your site’s visitors see sloppy, error-laden text, they will automatically assume that you have no idea
what you’re talking about or doing and click on to the next site.

We’ll outline the basics of copywriting later in this chapter; however, if you do not feel that you are capable of
generating quality text for your site, do not hesitate to get help. At the very minimum, you’ll need sales copy,
but you might also choose to add articles, a blog, or an eBook.

You can easily hire a freelance copywriter at Elance to write content such as articles and blogs for your page. Or,
if you’re interested in putting an eBook on your site as a promotional tool or as a product, you can hire a
ghostwriter to write your book at GhostWriterPress.com

Split-Testing

Once your site has been designed and you’ve generated content, you will need to test the effectiveness of your
copy and design. You could meticulously test and record the number of conversions you receive each week
using different copy and/or design; however, that would be time-consuming at best and completely inaccurate
at worst. Instead, you can split test to get results instantly!

Split testing allows you to simultaneously test different versions of a web page in order to identify which content
generates the highest conversion or sales ratio. In other words, split testing software will allow you to instantly
see what content and design elements get the best results.

Make sure to split test 1 or 2 different aspects of your website every day for best results. Every successful
marketer making millions of dollars per year does this, and you should too. I guarantee you will be shocked to
find out how much extra cash this will put in your pockets.

Web Analytics

What are web analytics? Well, they’re a component of online business that has been slowly gaining momentum
over the last 5 years. Generally speaking, web analytics is the process of collecting information and data about
                                                                                                                     30
                                                                                           Table of Contents




the activities of people (visitors) browsing your website – how they found you, what pages they visited, how
long they viewed each page, gender and age, what they bought or downloaded from you, and much more. All of
this valuable information can be taken and used to improve your business and website.

Getting your hands on a good web analytics tool can be quite pricey, but keep in mind that the return on
investment can be quite lofty. Always keep ROI in mind. Check out the recommendations listed below, and
decide which is most suitable for you and your growing web business:

       Omniture
       WebTrends
       Lyris HQ
       Site Spect
       Click Tracks
       Unica
       NetRatings
       CoreMetrics
       VisiStat
       Compete.com *
       Quantcast.com *
       Alexa.com *

Payment Processing

If you want to make money from your website, a good payment processing service is essential. After all, you
have to be able to take your customer’s money when you make a sale, right?

In today’s cyber world, a website that accepts only checks and money orders will be left in the dust by the
competition. Customers want to buy their product now and if making a payment takes two weeks, that means
their gratification is delayed. Below are my picks for the best payment processing services you can find on the
Web.

        PayPal – PayPal is one of the most widely recognized payment processing services on the web. PayPal
        allows website owners to accept credit cards from customers, among many other services.

                                                                                                                  31
                                                                                              Table of Contents




        PayDotCom – PayDotCom allows website owners to become a vendor or an affiliate. Vendors get the
        benefits of PayDotCom’s online marketplace, affiliate management, and also can collect payment
        instantly via their PayPal Account. Affiliate, on the other hand, can use PayDotCom to promote products
        and earn commissions for each sale.

        1ShoppingCart – Like PayPal, 1Shopping Cart also allows websites to begin accepting credit card
        payments. This service provides websites with a number of marketing tools, including autoresponders,
        affiliate programs, surveys and questionnaires, online newsletters, contact databases, and surveys and
        questionnaires – all for a low monthly or annual fee. As implied in the name, 1ShoppingCart also allows
        websites to provide a shopping cart for their customers.

        ClickBank – Clickbank allows merchants to sell digital, downloadable products online. Customers can
        pay for their download via credit card payments, debit card, or online checks. In a sense, Clickbank
        charges merchants a small fee to process their sales and for the listing in the online marketplace
        director. Clickbank also serves affiliates. If you are an affiliate of any Clickbank product, the company will
        track and send your affiliate commissions to you.



C. Website Design and Graphics
Your website is your company’s public identity. As such,
the site’s design and graphic selections must represent the
company in a manner that lends itself to credibility and
professionalism. The best, most effective sites:

       Are simple
       Are effective
       Are authoritative
       Make good use of color


                                                                                                                   32
                                                                                                 Table of Contents




Elements of Good Design

Simplicity in design is important. Many novice website designers will stuff their pages with colorful images,
graphics, and a variety of different fonts and text colors. The information and visual aids appear to be displayed
without any sense of organization, and do not lend themselves to ease of use for the visitor or customer.

Similarly, every website aims to be effective, in the sense that the site fulfills its purpose. Most websites have
one purpose: to make a sale. Everything on your site should work toward the end goal of making the sale. Any
irrelevant information, graphics, or content should be left out.

A site’s appearance as an authority figure is another crucial element of design. Authoritative sites are not
cheesy, gaudy, or tacky. Professional-looking sites establish the company’s status as an authority figure about
the product and build the customer’s trust. Good design is a crucial element of creating an authoritative site.

Finally, great website design makes good use of color. You should use no more than two to three colors on the
page, and select colors that complement each other. The colors should be easy on the eyes, and make the text
easy to read. Use company colors whenever possibly to help build your brand’s image.

Recommended Services

If you doubt your design abilities or would like to add a professional touch to your site, try

 Direct Sales Page Design                Ecommerce Website Design                    Flash & Media Design
   Design Guru Ryan                        Network Solutions                           WDA Directory
   eCover Frog                             Volusion                                    Climax Media
   Graphic Mavericks                       Ecommerce Templates                         Oil Change


 Blog Design                             Logo & Identity Design                      Useful Design Tools
   Unique Blog Designs                     Logo Works                                  Photoshop CS3
   Solo Stream                             Logo Care                                   Adobe Illustrator
   iThemes                                 Logo Yes                                    Cover Action Pro



                                                                                                                     33
                                                                                             Table of Contents




D. Copywriting and Conversions
The copy on your webpage is extremely important. When the customer is done looking at the design of the
website they will be drawn in with your words. If your copy is lackluster and does not motivate the visitor to
make a purchase, they will leave and find another site that can give them what they want easily. Your webpage
should be full of usable and easily accessible content that the average user will be able to follow quickly.

Your content can be organized for ease of use by incorporating headlines, subheadlines, and easily identifiable
links. A piece of good copy:

       Pulls and locks in readers
       Entertains
       Informs
       Educates
       Offers solutions
       Convinces visitors to buy from you

                For a few tips on website conversions and improving the sales performance of your
                website, try downloading the following FREE report by Creative Digital Media. It’s FREE
                to download and packed full of valuable information that is guaranteed to increase your
                website sales:     Download Special Report Now


The Sales Letter

A sales letter, also known as a pitch page, is your sales pitch to the customer. A good sales letter should give the
customer something to get excited about, something to care about.

You can excite a customer to the point of purchase by using the concept of AIDA in your sales letter. AIDA is an
acronym used in marketing that describes the way a seller can entice someone to buy his or her product:



                                                                                                                   34
                                                                                            Table of Contents




    A   ATTENTION (Awareness): Attract the attention of the customer.
    B   INTEREST: Raise customer interest by demonstrating features, advantages, and benefits.
    C   DESIRE: Convince customers that they want the product or service and that it will satisfy their needs.
    D   ACTION: Lead customers towards taking action and/or purchasing.

If you keep the concepts of AIDA in mind when designing your sales letter your should come up with something
that not only intrigues the customer into desiring the product, but also convinces them that they must contact
you immediately to take advantage of your offer.

Important Elements to Remember

        The Headline
        The first thing the letter needs is a good headline, something to catch the eye of the customer. Make
        generous use of the words “you” and “your” so your customer is sure that you are only worried about
        their needs, not selling them something. Headlines should be catchy – and if you’re selling your own
        product, as unique as possible. The goal of the headline is to get the customer’s attention and
        encourage them to read more.

        The Call to Action Close
        Finally, you must tell the reader what he or she needs to do next. Your closing should be a call to action
        for the customer; they should feel the need to buy your unique product immediately.

        The P.S.
        While adding a post script to your sales letter might seem cheesy, a P.S. is a great way to hammer home
        an important point to the potential customers. Internet marketers know that many customers will skim
        through the pitch page quickly, reading only bits and pieces as they scroll. Most people, however, will
        always read two things: the headline and the postscript. Make the most of your P.S. by reiterating your
        offer, creating a sense of urgency, or calling the reader to action.

Your customers are looking for a product and trying to avoid being taken in by a scam; so make sure your sales
letter convinces them that they’re going to get a valuable, legitimate product or service! If your copy is
unconvincing or your site doesn’t build trust the customer will leave your site without a second thought.

                                                                                                                 35
                                                                                            Table of Contents




Hiring a Copywriter

Writing effective copy can be difficult, time consuming and down-right frustrating at times. Those of you who
would like to short-cut you way to success should think about hiring a professional copywriter. It’s a great idea
and many of the Internet’s top marketers outsource their copywriting to professionals who have proven
themselves as mega money makers.

You may be asking yourself how much this will cost, or if it’s worth the investment. First, great copy is usually
attached by a high price tag and sometimes royalties. It can run you anywhere between $3,000 and $25,000 per
job. However it’s important to note that you typically get what you pay for, providing you do your research.
Great copy may be expensive but you must think of your return on investment (ROI). So yes, it is absolutely
worth it to hire a decorated copywriter after you’ve determined if they’re a good fit to write for you.


The World’s Best Copywriters

If you’re going to get the job done, you might as well get it done the right way. Listed below are 17 of the
world’s greatest copywriters. If you have a product or service and need a world-class sales letter, these are the
guys you absolutely must get in touch with. Their work speaks for itself, and they have produced most of the
greatest sales copy ever written.

               Gary Halbert: Also known as “The Prince of Print”, he will be remembered as one of
               the greatest and most influential copywriters to ever live. Having passed away in early
               2007, he left us all with a lifetime of extraordinary work that will be studied and praised
               for years to come. View some of his work and more at TheGaryHalbertLetter.com


               John Carlton: Dubbed as “The most ripped off and respected copywriter alive”, Carlton
               has written more than his share of super effective sales copy. Internet marketers from
               the likes of Frank Kern, John Reese, Yanik Silver, and Rich Schefren among others all
               swear by his penmanship for one reason. It works! MarketingRebel.com



                                                                                                                36
                                                                            Table of Contents




Dan Kennedy: Recognized by many as “The Millionaire Maker”, Kennedy has helped
people in just about every category of business turn their ideas into fortunes. Dan's "No
B.S." approach is refreshing amidst a world of marketing hype and enriches those who
act on his advice. Visit Dan and Bill Glazier’s website at DanKennedy.com


Michel Fortin: Is a direct response copywriter, author, speaker, consultant, and CEO of
The Success Doctor, Inc. Visit his blog and signup free to get tested conversion strategies
and response-boosting tips by email, along with blog updates, news, and more! Go now
to MichelFortin.com


Vin Montello: Former stand-up comedian, turned television writer, turned professional
copywriter, Vin Montello is taking the world by storm with his swift and effective style
penmanship. Known for his ability to convert browsers into buyers, and keep them for
life, Montello’s copywriting speaks results. Visit his site: MonetelloMarketing.com


Clayton Makepeace: More than just a great copywriter, Makepeace is recognized as a
world-class marketing consultant, a gifted business advisor, and one of the best strategic
thinkers in this history of our industry. Taking his advice should be more than just a
priority, it’s an absolute necessity! Visit his website: MakepeaceTotalPackage.com



Carl Galletti: Considered by many to be one of the best freelance copywriters and
marketing experts in the country, Carl splashed onto the scene a little more than a
decade ago and has established an elite presence. What makes Carl unique is that he
truly understands the raw needs of an entrepreneur. Visit his site: CarlGalletti.com




                                                                                              37
                                                                              Table of Contents




Harlan Kilstein: Ever since stepping onto the scene, Harlan has been notorious for
writing killer copy that brings in killer profits. Just ask his friend Frank Kern who made
over $500,000 in just 4 minutes from a single website, after hiring Harlan to work his
copywriting magic. Visit his website: Overnight-Copy.com



David Garfinkel: Since 1985, David and his company have been specializing in Results-
Driven Direct Marketing for Entrepreneurial Businesses, helping them get more sales
back from the advertising they do. As a marketing consultant and master copywriter,
David has worked in more than 81 different industries. DavidGarfinkel.com



Joe Vitale: Known all over the world as being a key-note speaker on “The Secret”, Joe
has been teaching his methods of hypnotic thinking and marketing for almost 2 decades.
Joe is also known as “Mr. Fire”, for his ability to write copy that sparks the flame under
the butts of his readers and ignites them to take action. Visit his website: MrFire.com


Daniel Levis: Known and regarded as being a top marketing consultant & direct
response copywriter, Daniel is the publisher of world famous copywriting anthology
“Masters of Copywriting”, which features the wisdom of 44 of the world’s greatest
copywriters. Visit his website: SellingToHumanNature.com


Gary Bencivenga: Arguably one of the world’s greatest copywriters, Gary has been an
invaluable friend and mentor to aspiring copywriters and marketers all over the world.
His celebrated newsletter publication, “Bencivenga’s Bullets”, consistently highlights
marketing tips that are short, fast, and powerful – like bullets! BencivengaBullets.com




                                                                                             38
                                                                           Table of Contents




Peter Stone: From weekly newspaper manager, to a door-to-door salesman, to a
professional copywriter, Peter has seen and experienced it all in the world of sales and
marketing. Praised by the likes of Gary Halbert, John Cartlton, and Clayton Makepeace
for being the “Master of Persuasion in Print”, Stone is a winner. PeterStoneCopy.com


Joe Sugarman: The New York Times called him a “Mail Order Maverick”, and Bottom
Line named him as one of the country’s greatest copywriters. Having sold more than 20
million pairs of his signature BluBlocker sunglasses through direct mailings, Joe is a
former Direct Marketing Man of the Year. Visit his site: PsychologicalTriggers.com


Bob Bly: With more than 25 years of experience as a copywriter and consultant in
business-to-business and direct marketing, Bob has become one of Americas “go-to”
guys and a master at his craft. Having authored more than 70 books, he is truly the voice
of an experienced marketer. Visit his website: Bly.com


Yanik SIlver: Recognized for his ability to command attention and draw some of the
world’s greatest marketers to speak at his highly acclaimed YSS Underground Seminar,
Yanik is always riding the wave of innovation. As a teacher and master as his craft, be
sure to follow his work. Visit his website: UltimateCopywritingWorkshop.com



Drayton Bird: In November of 2003, the Chartered Institute of Marketing named
Drayton Bird one of 50 living individuals who have shaped today’s marketing. As a
teacher, and student of marketing, Drayton continues to act as a consultant and advisor
to some of the biggest companies in the world. Visit his site: DraytonBird.com




                                                                                            39
                                                                                          Table of Contents




E. The Importance of Building Credibility and Trust
Building credibility for your website is a process that involves gaining the trust of your customers by being
honest with them and ensuring the customer’s safety and security in transactions with your site. Ways to build
your site’s credibility include:

       Displaying full contact information
       Use of professional pictures and signature
       Incorporating customer testimonials
       Obtaining trust seals from other websites and organizations, such as the Better Business Bureau
       Offering a guarantee
       Incorporating multimedia elements and cross promoting your site



Contact Information

Websites that don’t have information that allows the consumer to contact them in any way do not look
trustworthy. Consumers are very aware of scams and are constantly on the lookout for them. Your contact
information should include:

      An e-mail address
      Physical address (particularly if you plan to engage in an e-mail marketing campaign)
      Additional URLs (where relevant)
      Phone number
      Fax
By providing contact information that is fully supported, answered promptly and professionally, your customers
will feel that they can trust your site.

Pictures and Signature

Incorporating professional pictures of you along with a digital version of your handwritten signature is an
important move toward building trust. Your signature and picture allow the customer connect a human with the
                                                                                                                 40
                                                                                              Table of Contents




business. This act of building credibility presents your company as not just a website, but a human who cares
about his business and his customers.

Testimonials

Adding customer testimonials can attest to the fact that your company is a secure and friendly company that is
willing to go the extra mile for their customers. Testimonials also prove that other customers have had success
with your company. You can gather testimonials for your site by asking your customers to email you a note
about their experiences with your company.

If a customer has a problem with the service you are providing you should respond to them quickly and fix their
problem. Then encourage the customer to write a testimonial you can display about how you helped and fixed
the problem.

Trust Seals

Using a trust seal is another way to build consumer trust on your website because customers respond to seals.
Your trust seal will let customers know that your site can be trusted with personal information and credit card
details.

Some trust seals are available for free, others must be purchased. When you buy or receive a trust seal from a
website, the authority issuing the trust seal will inform the customer that this site can be trusted for the quality
of products or services. For instance, you can apply for a seal from the Better Business Bureau. A seal from the
BBB demonstrates legitimacy and authority. You can also get seals from websites such:

   www.Truste.com
   www.BBBonline.com
   www.HackerSafe.com
   www.HonesteOnline.com
   www.Trust-Guard.com

Whether you obtain a free seal from a site that recognizes top Web sites or purchase a seal from another
company, you should display your trust seal prominently on the page where customers can easily spot the

                                                                                                                   41
                                                                                             Table of Contents




image. With identity theft posing such a large threat today, trust seals offer customers the knowledge that their
information will be secure and that your site is actually being run by a human with a working email address.

Guarantees

Like trust seals, consumers have confidence in guarantees. You should always offer some sort of money-back
guarantee on your product or service. Offer a 30-day, 60-day, or 90-day guarantee on your product or service,
and specifically outline the terms of your guarantee on the page. For example, your guarantee might say that
you will refund 100% of the customer’s money if he or she sends you a copy of the receipt and explains why the
product was not satisfactory within a specific time frame. Most people will not abuse this policy, and offering a
refund to unhappy customers will go a long way in assuring your site’s credibility. Furthermore, most people will
never remember to ask for the refund.

Multimedia and Cross Promotion

There are many things you can do to simultaneously promote your site and build credibility. The use of
multimedia to expand your website is popular and works. Posting blogs, discussion groups, forums, videos,
audio, and even podcasts on your site can help get people talking about your website – and increase the
likelihood that your site is passed along to other visitors via viral marketing.

When you expand your website to include multimedia and blogging you can also look to other websites to
promote your site. The use of social networking sites to promote your website is as easy as making a profile for
your company and advertising through clubs and group.

For example, you can create a profile for your product on Facebook, MySpace, and other social networking
systems. You can also create groups and fan clubs about the site or group on social networking sites. Once the
profile has been created, you can link your page to the profile and link the profile to your page. Creating profiles
and groups about your product and website creates an identity for the site online, and reassures the customer
that the site is legitimate. Another option is to create a social networking system for customers within your
website.

In any case, the use of multimedia will help you cross promote your site on the Web and entice customers to
visit. If you’re lucky, your site might even get spread across the Internet via viral marketing.


                                                                                                                  42
                                                                                            Table of Contents




F. Create a Perfect Sales Funnel for Maximum Profits
The “sales funnel,” which is the process of guiding customers through a channel of marketing and sales
techniques, is the foundation of success for many Internet companies. In the sales funnel model, marketers filter
prospective customers into customers through the front end sale and then filter those customers further to find
their highly responsive customers. As the sales funnel progresses, the customer base shrinks and profits increase
because the marketer is selling higher-priced items to the highly responsive customers at the back end of the
funnel.

Sales Funnel Structure

The basic structure of the sales funnel is simple. Internet marketers
cast a wide net (the top of the funnel) to get the attention of
prospects. The prospects who purchase a product become customers.
These customers have now identified themselves as having a need for
what the site is selling – and have also demonstrated that they are willing
to spend money to get what they want. Customers are then guided
through the funnel. Customers who are no longer interested in the
product are filtered out, and the target customers are offered more
specific, specialized, and expensive products By the end of the funnel
(the hole) the marketer has pinpointed his most loyal, responsive
customers – and makes even more money from these consumers.

Consider this example of an effective sales funnel:

        John Davis was seeking advice on how to become a successful real estate investor. After searching
        online, John came across an offer to subscribe to a free newsletter designed specifically to help jumpstart
        novice investors’ careers.

        John enjoyed his weekly mailings, and was impressed by the testimonials from other real estate investors
        who had put the author’s advice into action. After six months of the subscription, John decided to buy the
        author’s eBook for the low, special offer price of $39.99.



                                                                                                                 43
                                                                                            Table of Contents




        John found the book to be even more informative than the newsletters. He was impressed by the book’s
        content, as well as the author’s expertise. After he purchased the book, John began receiving a different
        set of newsletters filled with supplemental material to the book. In these new newsletters, John received


        offers for video training seminars, DVDs, podcasts, board games, and books for the “expert investor.”
        When John saw an exclusive, members-only offer to attend one of the author’s seminars, he jumped at
        the chance – despite the high dollar cost of attendance.

John’s experiences with the real estate investor products are a classic example of a consumer being filtered
through an effective sales funnel. The newsletter was part of a namesqueeze page. The marketer used the
newsletter to squeeze John’s name and email address out of him and the namesqueeze newsletter pushed John
headfirst into the sales funnel.


Prospect with the Front End Sale

The front end of the sales funnel is the area that requires constant trial and error. You’ve already learned about
a variety of techniques to push front-end sales, however, there are many more methods that can be
implemented to attract customers. These methods are known as lead generators.

Lead Generation
The objective of the front-end of the funnel is to identify visitors who might be interested in purchasing the
higher-end products toward the end of the funnel. In other words, you want to separate the prospects from the
passers-by. The front end of the funnel is used to attract and educate the consumer of the value of your
products and services. You want people to “opt-in” and identify themselves as prospects who have more than
just a passing interest in what you have to offer.

Common front end marketing tools include:

       Coregistration
       Newsletters
       Article marketing
       eBooks and eZines
                                                                                                                 44
                                                                                           Table of Contents




       Press releases
       Blogs
       Free report
       Free online services or memberships

These front end marketing tools are used to capture the consumer’s attention and give them an incentive to
opt-in. Once you’ve effectively generated leads, you can use your email marketing campaign to qualify your
leads and determine which customers are more likely to buy the higher-priced products at the back end of the
funnel.

Keep in mind that the real profits from online sales are not made on the front end of the sales funnel. The big
money is made on the back end – and in the big scheme of things, your front end products are just marketing
tools to make the bigger sale. Internet marketers must identify how much a lead is worth to the business so that
they can begin building better front end marketing materials.

To recap, your front end helps you qualify prospects and begin developing a relationship with customers. As
customers move through the front end of the funnel, they utilize your free marketing materials, buy your front
end products, and begin developing a trusting relationship with your firm. Once the groundwork has been laid,
they funnel through to the back end and start making the big buys with the high prices.

Make Big Bucks by Building a Back End

The difference between front and back end sales is two-fold. Each type of sale is pitched to a different customer,
and at a bigger price. The products at the front end are relatively inexpensive – usually under $100. The
products on the back end, however, are high-end. These products (or services) might cost the consumer
thousands of dollars.

Even though fewer customers make it to the back end of the funnel, this is where the profits are really made.
When you pitch to customers on the back end, you already know they have an interest in your product because
the customers have proven that time and time again. Furthermore, the profits on the back end have a much
higher profit margin, so you can afford a lower volume of sales.



                                                                                                                 45
                                                                                           Table of Contents




Higher Profit Margins
Consider this sample pricing progression through the sales funnel for the real estate investor program.

               Newsletter/trial software program/eZine - FREE
               eBook - $29.99
               How to Invest DVD collection - $99.99
               Membership in exclusive investors’ club - $29.99 per month
               Two-day workshop - $999.99
               Private mentoring program - $1,499.99


Obviously, the workshops and private mentoring program are not pushed on the front end of the sales funnel.
These products are only pushed once the customer has been qualified and filtered through the tests of the sales
funnel. Only hardcore, target customers will ever read a sales pitch for these products.

Sales Metrics

The sales funnel is all about numbers and figures. Sales metrics are the figures businesses use to measure their
effectiveness at making sales. Each business has its own set of important sales metrics, specific to the unique
industry and product. In Internet marketing, there are several sales metrics measurements you can use to
calculate the effectiveness of your funnel, such as:

       Opt-in Rates: the number of people who sign up for each of your marketing tools (newsletters, free
        reports, etc.)
       Conversion Rate: the ratio of customers who make a purchase versus the number of prospects who
        enter the funnel
       Funnel Value: the potential value of all deals in the funnel
       Arrival Rate: the number of leads put into the funnel in a specified period of time


In order to build an effective sales funnel, you must use sales metrics to determine what each customer is worth
to your business and make effective decisions regarding both your front and back end. For instance, if you know
                                                                                                                   46
                                                                                              Table of Contents




that one out of every 75 people who entered the funnel made a purchase on the back end, you can determine
exactly how much each customer is worth. Once you’ve identified how much each customer is worth, you can
focus your efforts on driving as many leads into your funnel as possible.

Building an effective sales funnel – including the back end – is the best way to make a surefire profit. You’ll find
that it’s a lot easier to make big money when you’re selling more than just your $29.99 eBook (and paying high
commissions to affiliates). Instead, use the affiliates to push the eBook to prospects at the front end and then
qualify those customers through your sales funnel until you make the pitch for the big-ticket items.

G. Build an “On-Site” Subscriber List
Your website has a secondary function to making a sale – gathering subscribers. Although this might seem
unimportant, consider this: most websites have more visitors than buyers, yet the goal of most sites is to
convert visitors into buyers and make a sale.

In order to convert visitors to your site into
buyers, you must maintain contact with the
visitor. Studies show that many potential
customers do not make a purchase on their
first visit to a site. Many customers require
multiple visits and continued correspondence
with the company before they’ll actually buy
something. The best way to keep in touch
with these potential customers and keep your
website fresh in their minds is via email.

Of course, you can only email visitors if you
have their email addresses. As such, your
website absolutely must be set up to collect
email addresses from all of your visitors.

In order to encourage your visitors to give up their email address and contact information, you must give them
an incentive. A free report, newsletter, video, podcast, eBook, or other digital product is a great way to
encourage visitors to provide their email address. Create an opt-in form on your page, offer visitors something in

                                                                                                                   47
                                                                                              Table of Contents




exchange for their email, and then use an autoresponder to correspond with your subscribers. You’ll see your
profits skyrocket.

In Chapter 6, we’ll discuss in greater detail how to use your website to build a subscriber list and set up an auto-
responder to keep up with all of your potential customers.

H. Use Pop-Ups to Collect Subscribers
Popups may be annoying to the consumer, but they are certainly effective at driving visitors to and keeping
visitors on a site. Unfortunately, most Web surfers have enabled popup blockers that prevent these windows
from appearing on their screens. The good news is that there is a new alternative to the traditional popup.

DHTML floating menus are little popups that appear within the visitors open browser. DHTML popups do not
appear in a new window and are not blocked by traditional popup blocking software. DHTML popups are pure
HTML controlled by the browser using JavaScript. The popup is actually just a tiny piece of dynamic code
embedded in the site.

The best way to utilize these popups is to create a sense of urgency in the visitor at two points in their time on
your page: upon arrival and before they leave. You can use these new popups to create scarcity and encourage
the consumer to subscribe and/or buy.

For example, the popup might appear when the visitor navigates to the page. This popup might describe a
specific, “limited time only” offer that the site is currently running, or display an opt-in form that promises a free
report (or eBook, newsletter, secret message, etc.) in exchange for the visitor’s email address.

        “Just enter your name and email address below and I will send you a free report that outlines the two
        most powerful secrets to creating great wealth. Get your report now – this offer expires in 24 minutes
        and there are only 5 reports left!

You could also create a little popup that appears on the customer’s screen when he or she attempts to navigate
away from your page.

        “Are you sure you want to leave? This price is an introductory offer and will be available for a limited
        time only. Don’t miss your chance to buy at this bargain basement price – buy now!”

                                                                                                                    48
                                                                                           Table of Contents




When utilized effectively, DHTML popups are a great way to get your visitor’s attention and to prevent them
from navigating away from the page without making a sale.

I. Use of Intelligent Chat Agent Software to “Save Sales”
In addition to DHTML popups, Intelligent Chat Agent Software is another way to “save a sale” and prevent
customers from navigating away from your site without making a purchase. Intelligent Chat Agent Software
allows you to “communicate” with the visitor in a personal way and ask for the sale.

When a customer attempts to navigate
away from the site, an Internet Explorer
box appears, asking the customer if they
really want to navigate away from the
page. The box informs the visitor that a
virtual agent is waiting to speak with him
or her and has a special message.

If the visitor agrees to stay on the page
(many will, if only to see what the fuss is
all about), the Intelligent Chat Agent
appears on the visitor’s screen in the
form of a chat window. The virtual agent
then identifies itself and begins “chatting”
with the consumer.

Your virtual agent can be “trained” to discuss anything you desire with the potential customer. Many virtual
agents act as an FAQ of sorts, much like Microsoft Word’s Help paperclip character. Like DHTML popups,
Intelligent Chat Software are a great way to connect with the customer, get visitor’s attention, and make an
extra push for the sale. If the chat software is set up to appear when visitors attempt to navigate away from the
page, you have a final opportunity to make a solid call to action and close the sale.




                                                                                                                49
                                                                                           Table of Contents




You can get your own Intelligent Chat Agent at:

       www.saveasale.net
       www.intellichat.com
       www.upsellit.com
       www.virtualsalesagent.com



J. Start Your Own Affiliate Program
One of the most powerful things you can do to start making huge sales on your site is to create your own
affiliate program. When you enlist affiliates to promote your product, you essentially create an army of
commission-based sales people to push your products or services. The best part is that you don’t have to pay
the affiliate until they make a sale!

Creating an affiliate program for your site is simple. ClickBank, 1ShoppingCart, and PayDotCom all offer
affiliate services for merchants. Once you have an affiliate program up and running, you just have to attract
good affiliates to sell your product.

Affiliate Payout and Tools

The key to success with an affiliate program lies in the commission you offer affiliates. In my experience, the
higher commission you offer affiliates, the better. A commission of 75%, for example, will draw more affiliates
and encourage those affiliates to push your product first. Yes, a high commission does reduce the amount you
make on each sale; however, the increase on the total volume of sales should more than offset the high
commission.

You must also offer tools for affiliates on your affiliates’ page. You can offer:

       Pre-sell emails
       Creative banner graphics
       Text ads
       Affiliate link generators
                                                                                                                  50
                                                                                               Table of Contents




These types of marketing materials will help guide affiliates in the right direction and encourage them to join
your program and sell your product. By offering affiliates as many tools as possible to help them sell your
product, you will dramatically increase your total volume of sales.

To attract “super affiliates,” you can also offer affiliates incentive-based sales tier bonuses. For instance, give top
affiliates an extra $5 for every 100 sales they direct to your site each month. Offering a bonus on top of the high
commission will encourage your top affiliates to push your product above the rest.

Another way to gain affiliates is to try promoting your program through Pay per Click ads and SEO and list your
program in as many affiliate directories as possible.

K. Protect Yourself from Illegal Downloads and Thieves
There are always unsavory Internet users who will attempt to hack your site, obtain illegal or multiple
downloads, or access your site’s restricted areas. A sales and download security program such as DLGuard,
www.dlguard.com, will help keep money in your pocket and protect your download pages and “Member’s
Only” areas from digital theft.

           By providing you with a secure sales link, DLGuard will ensure that customers cannot skip the
           payment processing step of the purchase. Customers will only receive a link to the secure download
           area after DLGuard has verified that a payment was made.

DLGuard is more than a download page protector. This program offers a variety of other sales and customer
management services that help websites protect and grow their business. For instance, DLGuard will also help
you create membership pages for your site and prevent search engines from indexing these important
Member’s Only pages.

L. Legal Issues to Consider
An online business faces just as many legal issues and restraints as a brick and mortar business. To stay within
the legal lines, you must include a variety of legal policies, disclaimers, and notices on your site, including:




                                                                                                                    51
                                                                                             Table of Contents




       An earnings disclaimer
       A privacy policy
       Your site’s terms of service
       Affiliate agreements


There are a variety of resources online to help you navigate through the legal notices you must display on your
site. Another option would be to hire an attorney who specializes in Internet business to help you stay within
the laws.

Earnings Disclaimers

If you are selling a business opportunity, such as an affiliate marketing program, or a health product, you must
clearly state on your site that the results described in your sales copy, testimonials, and endorsements are
atypical.

A word of caution: If you permit customers and visitors to post comments on your site, consider actively
moderating all comments before they go online. You can be held liable for outlandish claims made by
customers, so make certain that you know what’s going up on the page.

Privacy Policy

A privacy policy is a legal notice by the site’s owner that is posted on a website and explains the website’s
position on the use of personal information collected on the site. Your site’s privacy policy should outline:

       What personal information is collected on the site
       How the personal information will be used
       Whom the personal information may be disclosed to
       The security measures used by the site to protect personal information
       Whether the site utilizes cookies or web bugs



                                                                                                                   52
                                                                                               Table of Contents




Your privacy policy should also be easy to find and read. Display the privacy policy (or a link to the policy)
prominently on your page. Keep in mind that your privacy policy is a promise to your customer. Posting the
policy is not enough – you must also abide by the guidelines you’ve outlined for yourself.


For guidance on writing a privacy policy and to see a sample, visit www.bbbonline.org.

Terms of Service (TOS)

A website’s Terms of Service are the rules by which users must agree to follow in order to use a service. Terms of
Service essentially describe the relationship between you and the viewer. Your website should have ToS in place
in order to protect both you and the consumer.

Your website’s terms should be fair and outline:

       Your business’s rights
       The rights of the visitor
       What you provide (a service or product)
       How you’ll provide it
       Under what terms you will or will not provide the service or product


Informational sites will have more simple ToS than a merchant site. If the site has affiliate links, those affiliate
relationships should be mentioned within the ToS.

Affiliate Agreements

If you intend to set up an affiliate program for your site, you will need to establish and publish an Affiliate
Agreement. Your Affiliate Agreement should address:

        Tracking
        Outline how the affiliate’s referred customers will be tracked and reported.


                                                                                                                       53
                                                                                             Table of Contents




        Payment
        The agreement should specify exactly how much each the affiliate will be paid for each referred
        purchase (commission). The agreement should also spell out how often commissions will be paid, and at
        what threshold checks or direct deposit can be initiated.

        Enrollment
        Specify how the affiliate will enroll in the program. For instance, you might require prospective affiliates
        to complete an application, which you have the right to reject or accept.

        Terms of Agreement
        Outline exactly how long the relationship between the affiliate and the merchant will last. Most
        agreements state that the relationships can be terminated by either party at any time

        Changes to the Contract
        Most merchants specify that the contract can be changed at any time. If the affiliate does not agree to
        the change, he or she may terminate the relationship.

        Limitations of Liability and Disclaimers
        Specify your exact limitations of liability. A statement to the effect of, “the owner is not liable for
        indirect, special, or consequential damages,” is necessary. Your agreement should limit your liability to
        the amount of the commissions paid or payable under the Affiliate Agreement.

In addition to these topics, your affiliate agreement should also address the use of links, “ownership” of
customer information, and licensing and specify that all affiliate partners must enroll in the program and agree
to abide by the Affiliate Agreement’s terms. Creating a comprehensive, legally binding Affiliate Agreement will
save you a lot of headaches in the event of a potential dispute down the road.




                                                                                                                    54
                                                                                             Table of Contents




Chapter 3: Selling an Information Product or Service
Being an affiliate can be pretty nice sometimes. As an affiliate, you can make a fair amount of income if you’re
any good and can also set your own hours. However, on the other side of the coin, becoming a merchant can
also generate a lot of income. As you can probably already guess, multiple streams of income are the online
marketing ideal. The more income streams you have set up, the more money you can potentially make. In this
case, by selling a product, you can increase your income and create some security through multiple sources of
income.

Of course manufacturing and/or selling actual, tangible products can be quite difficult. Think about all of the
issues you’ll have to deal with in order to become a merchant online. In addition to a website, you have to buy
the products and resell them or make the products through a manufacturer. Not only that, you also have to ship
the products to the people and business who buy them. For the startup, this is a difficult proposition.

In this chapter, we’ll introduce you to the simple task of creating and selling an information product online as a
merchant. An information product is a product that can be purchased through a digital download. In essence,
you are selling information rather than tangible goods. An information product can be software, eBooks, audio
files, videos, or any combination of the above. For the most part an information product is usually an eBook.
Other products mentioned are sometimes added as a sales-boosting bonus but, for the most part, the book
itself is the real sales point.

Selling information products is different from selling tangible products. Tangible products require shipping and
storage. Dealing with products you can hold in your hand adds an extra complicated layer to the process. This is
fine for some people. For those who want instant results online without the hassle of storage and logistics,
selling digital products makes being a merchant easier. Selling digital products also changes the merchant’s
business model and allows him or her more freedom in marketing, advertising, and sales technique.

A. The Three Rules for Making a Killing!
This seems like another no-brainer concepts, but there are three rules you must consider when selling digital
products. If you do all of these things right, you’re on your way to making a killing




                                                                                                                   55
                                                                                            Table of Contents



Rule 1 - Make a Website that Converts:

As you hopefully already know, a conversion is when a visitor goes to a website and takes a desired action. In
this case, you want to create a website that initially attracts peoples’ attentions but also gets them to make a
purchase.

We’ve already discussed in other chapters good sales techniques for making websites that are high-converters,
but here are a few of those concepts to help refresh your memory:

            Establish credibility: Make a website that feels and looks legitimate. Make yourself seem like an
            expert source of information. Make a website that promises and delivers security and
            trustworthiness.

            Remember AIDA: This stands for attention, interest, desire, and action, four powerful sales words
            to remember. First, you must catch attention then follow up by piquing the customer’s interest.
            After that, you generate desire for the product, and then finish off by asking for action.

Rule 2 - Increase the Traffic to your Site

You do this through several different channels depending on your budget and time restraints. Ways to increase
traffic include search engine optimization (SEO) techniques, pay per click (PPC) advertising, Web 2.0 marketing,
and affiliate marketing. You can find out more about these individual methods in other chapters of this book.




                                                                                                                   56
                                                                                            Table of Contents




Rule 3 - Sell a Product in Demand with a High Profit Margin:

How do you know what sells? Simple! You examine the marketplace. While some trends do come and go, the
most reliably high-selling information products generally stay within a few categories like weight loss, making
money through self-made business, relationship help, and saving money on consumer goods. The market is
generally good for nonfiction how-to books, books that give genuine tips and tricks. The eBook market is much
less lucrative for other types of information like fiction, essays, biographies, and criticism.

B. Creation and Publication
Now that you know the three rules, here’s the process of creating and selling an information product. First, you
need to create whatever product you want to sell. Creating a product is easier than it sounds. First, you can
write the product yourself. If you are have a marketable talent, like the ability to write software code or the
ability to create a book, this will probably be an easy step for you.

Outsourcing Product and Content Development

You can also hire others to make a product for you. Under no circumstances should you seriously consider using
the writing of others in order to sell and presumably make a profit. Plagiarism and copyright should be taken
seriously. There are plenty of other writers who would love to find you and sue you for making money off of
their hard work, so make sure you buy the work before you publish.

Ghostwriting services are a good option, as is hiring a local student or freelancer. You can also outsource content
creation, both domestic and foreign content creation companies. These companies specialize in generating
products that are written quickly and hopefully with quality. All you have to do is pay them and the manuscript
is yours to own and put your name on as author.

One such ghostwriting company is Ghostwriter Press: www.ghostwriterpress.com. You might also try:

       Elance.com

       Freelance.com

       Guru.com
                                                                                                                  57
                                                                                             Table of Contents




C. Publishing Your Product
If you’re creating eBooks, getting a good PDF distillation program is essential. As you know,
the vast majority of eBooks are available in the Adobe PDF format, a universal format that
can be viewed on nearly any computer platform. Distillation programs allow you to create a
PDF from nearly any document type including Microsoft Word. These programs can also let
you create passwords, set security levels, determine quality, file size, and more. For more
intense security of your product, creating an executable file, an .exe file, is also a good option. You can set more
stringent security standards with executable file formats, and some PDF software can generate .exe documents,
documents that run as separate programs apart from PDF reading software like Adobe Reader. Some examples
of software that creates PDF documents include Nitro PDF, Adobe Acrobat, and PDF Creator.

D. Tips for Generating Sales
Now that you’ve created a product, you can begin to use some sales techniques to generate lots of sales for
your product. At this point, you’ll want to sign up with affiliates who will help sell your product for you and
there’s a good chance you will be using ClickBank to do so. There’s a separate chapter on using ClickBank at the
end of this book for more information.

Generate Buzz and Get Testimonials and Reviews

Call on your friends, affiliates, JV partners, family, or anyone else who can help you spread the word and
generate some buzz. First, you’ll need some testimonials and reviews from people who have seen your product
and can talk about how good your product is. Post these testimonials on your websites, including your sales
page. These are powerful motivators for people. Also, by using buzz-generating techniques, as outlined in other
chapters of this book, you can encourage more traffic in a short amount of time, especially with viral techniques.

Provide Bonus Products:

When selling a product, offering bonuses is a great way to get people to commit to a purchase. Bonus offers
often push people who aren’t sure they want to purchase to make a purchase. Bonuses can be anything you’re
willing to give to customers. They can be old eBooks you’ve written before, eBook-style pamphlets, access to
members-only websites, access to video and audio tutorials, rebates, and more.

                                                                                                                  58
                                                                                           Table of Contents




Diversify What You Offer

Selling one highly-converting product is good. However, offering a diverse array of products is better. Selling
eBooks is a good way to generate income, but selling yourself will ultimately make more money. By offering
your purchasing customers access to private coaching, a seminar package, or add-on products like specialty
software can increase the amount of income you generate. Also, these diversified offerings won’t require you to
pay any money to affiliates, leaving you to collect almost the entire purchase price yourself.

Offer Upgrades

The consumer goods market knows that there’s a lot of money to be made in upgrades. If you purchase a new,
low-end car without any bells and whistles, the dealership knows there isn’t a lot of profit to be made. However,
by offering the customer upgrades, the dealer knows they can add value to the car for the customer while also
significantly increasing their own profits. For example, adding a sun roof, air conditioning, leather seats, and a
sound system entices the customer to buy while increasing the eventual profit. Businesses from all markets offer
upgrades. Restaurants offer meal “upgrades” like dessert. Computer manufacturers offer upgrades like more
memory, a better monitor, or add-on peripherals like a printer or digital camera. Big companies such as
GoDaddy, Amazon, and Shopping.com use cross-sells to make millions of extra dollars every day. Consider
what you can sell with your informational product to make more money.

You can offer upgrades to your products, too. You want to find add-ons that will add value to the existing
product, have a high profit margin, and entice the customer to purchase. Upgrades include extra cost for access
to a “members-only” website, adding another eBook to your purchase, the option of “premium” customer
service and more. Depending on your product, use your imagination to find ways to offer upgrades or “upsell”
opportunities to your customers.

In the last chapter, you learned about how companies can use the concept of the sales funnel and backend
products to make greater profits. Be certain to create a backend product that will complement the frontend
product and extend the consumer’s education process. The backend product should deliver an even greater
guarantee of results. Backend products like video tutorials, teleseminars, audio interviews, and one on one
coaching work especially well.




                                                                                                               59
                                                                                            Table of Contents




E. After the Sale: Customer Service and Beyond
Now that you’re a merchant, here are a few words on the ever-
important customer service for which you are now responsible.
Don’t worry. If you’re selling an information product, the hassle
of customer service is greatly reduced. After all, there aren’t any
packages to send or track and no broken merchandise to repair.
You do, however, have to deal with some issues. The biggest way
to make your customers happy is to deliver high quality products
and service while at the same time maintaining quality customer
service. If you deliver quality, you won’t get too many complaints.

The Outsourcing Option

If you don’t have the time or desire to handle customer service yourself in a timely manner, remember that you
can outsource customer service to companies like India at relatively low cost. As you already know, you can
outsource content, too, and save money on content creation. You can also do this with customer service. By
giving your customers constant access to support, you keep them happy and willing to purchase from you again.

You can keep your customer service on the home front, too, and “outsource” to an American company. The
difference is cost. By using customer service in this country, you’ll pay more than if you used employees in other
countries. The difference is that a domestic customer service workforce has several advantages. They know our
version of English and are easier to talk to for most Americans.




                                                                                                                60
                                                                                             Table of Contents




Chapter 4: Using Video and Audio to Gauge Your
Audience
Video is the future of the Internet, in part because people respond well to videos, and videos offer consumers an
alternative to reading boring, dry text. If you aren’t already using video on your site or to promote your site, you
should be. Why?

A. Why Video
Video is also the future of Internet marketing. Video is cheap to
produce, easy to transmit, and appealing to audiences. Videos
are powerful tools for getting attention, informing, selling, and
teaching.

Posting a web video can have amazing result because web
videos attract an audience. Video is a tool that can target a
specific audience by placing advertisements or links on related
pages. Hosting sites can integrate your video. Videos with
optimized titles appear on free search engine rankings.

B. Video Purpose – Selling/Telling/Learning
A picture is worth a thousand words. Visitors want to understand your product or service and video allows for
less focus than reading. Instead of time drudging through, a few seconds can get your message out. The
turnaround is immediate after your video is posted; you share your product with millions. Statistics show that
video improves a business’ identity and helps the internet marketer create rapport with general audiences and
potential customers. Video also builds trust, credibility, and authenticity in a company.

Videos provide quicker and easier access for the browser. Reading volumes of information can overwhelm a
person. With a web video, clicking a play button and kicking back is all the viewer must do to become interested.
Videos require less concentration and less work on the viewer’s part.


                                                                                                                 61
                                                                                            Table of Contents




Advantages

       Web videos can spotlight customer testimonials. Viewers relate to a natural, honest customer video
        testimonial.

       Your video can also be streamed to cell phones.

       Video is more personable than a script.

       Getting your video online now gives you an advantage over competition.

Helpful Hint - Adding subtitles or captions to your online video is a great way to reach your audience and outdo
the competition. Many viewers are hearing impaired, or have no audio available. Your subtitles can easily be
translated into hundreds of languages for international viewing and sales.

C. Getting Started
Video is inexpensive. You can purchase a web cam, video editing software, and a digital recorder for less than
$500. This investment quickly pays off as your product sales increase exponentially.

Popular video editing tools include:

       Sony Vegas Pro
       Adobe Flash

Proper Video Etiquette

Once you’d decided to create a video and gathered the necessary tools, you’re ready to begin. Here are a few
pointers for making a great video:

       Speak loudly and clearly. Your visitors will not want to listen to mumbling or garbled speech. If you
        doubt your speaking abilities, you can always hire a freelance voice artist to do the voice work for you.
        Try RAC, Voice123, Voices.com, or Elance to find a voice artist for your project.

                                                                                                                    62
                                                                                            Table of Contents




       Use a friendly tone. Make your video a pleasant listening experience for your audience.

       Be excited, personable, and passionate. If you aren’t excited about what you’re selling or promoting,
        your audience won’t be either. Believe in what you’re selling.

Where to Publish Your Video

There are a number of Web 2.0 communities that offer video services. Post your video on several active
communities and watch traffic to your site increase exponentially. For the best results, try:

   YouTube
   Facebook
   MySpace
   Vimeo
   DailyMotion
   MegaVideo
   BrightCove
   Revver
   Break
   Viddler
   Zango
   Veoh

You might also try posting your video on specific niche pages to reach an increasingly targeted market.

D. Video Applications

Video Weblogs

A video weblog, or vlog, allows quick distribution of video over the Internet. Some vlogs are collaboration, but
most are individual based. Your vlog can be used to attract prospects, as part of a paid subscription, or as a form
of advertisement for your site.


                                                                                                                 63
                                                                                            Table of Contents




Web Videos can Teach

Teaching through a web video is a great way to reach students who can then watch your lessons and pause or
even rewind at leisure.

Having your video online allows students to be reached at any time. Students can take your course through a
twenty- minute web video rather than by reading an instruction manual.

Teaching online also helps you to reach a wider audience – which means you’ll have more prospects. The best
part about using a video to teach, though, is the fact that you’re educating your customers about what you can
do for them. They’ll believe that they’re gaining useful information (rightly so), but you’ll also have a captive
audience for your sales pitch!

Video Advertising

Videos can be used to advertise your product or service on your sites and posted on other sites. One great tip is
to use your videos to captivate your audience and create word of mouth exposure, also known as viral
marketing. Try creating a theme or event-based video rather than a boring advertising spot. These types of
videos are more likely to captivate your audience and build excitement in your product and company.

Video Products

Another option is to use video as a frontend or backend product for your site. Perhaps you are a website
manager who would rather post a downloadable web video and charge for each download. This method is a
definite source of income, as you aren’t waiting for product turnover. Downloadable videos can offer
demonstrations, how-to lessons, sales techniques, or even computer software tutorials.

Once your video is posted on the Internet, you can decide if you’d like to charge, and if so, how much you plan
on charging. A more advanced educational video series might work well as a high profit margin, backend
product for your sales funnel.




                                                                                                                  64
                                                                                        Table of Contents




E. The Power of Viral Marketing
Do not underestimate the power of video in your Internet marketing campaign. You can leverage YouTube and
other communities to reach an audience of thousands or even millions in a matter of days.

YouTube is the second most visited site online, and a great starting point for a viral marketing campaign. By
posting your video to YouTube and other video-based Web communities, you can get millions of views for your
video. If your website URL is featured in the video and you use embedded links on the page, those millions of
views can translate into millions of visitors.




                                                                                                            65
                                                                                         Table of Contents




Chapter 5: Web 2.0 Traffic Tactics For Attracting
Targeted Visitors
The simple fact is that the Web is changing fast. Sorry, but as the years past, each and every Web marketer is
going to have to get used to changing their strategies for making money. No longer are the members of the Web
community satisfied with scraping by with static websites and content being shown on unattractive and poorly-
designed website. Today’s consumer demands a little more out the Web.

Web marketers can take advantage of the change in Web applications and use them to their advantage. Some of
these tools are a marketer’s dream. Web 2.0 means a more open, accessible web. Gone are the days of static
HTML pages that never change. Today’s websites are ever-changing, interactive, built for social interaction, and
sometimes customizable to the individual user. In this chapter, we’ll discuss the basics of Web 2.0 and how the
changing face of the Web can help you draw traffic and increase revenues.

A. What is Web 2.0?
Today’s consumer also knows that there are plenty of
companies and organizations that are willing to give the
consumer what they really want out of a website, web
application, or web service: they want an experience all
their own. The websites of yesteryear were static and
unappealing. Today’s websites are lean, mean, and
sleek, based upon innovative software and ready to suck
in the average Web user with tons of features. The Web
has changed so much in how various sites and
applications operate that tech gurus are giving this
movement a new name: Web 2.0.

When these gurus discuss Web 2.0, they’re generally
referring mostly to the various types of software that are
controlling the Web 2.0 movement. To the marketer,
though, Web 2.0 is a movement away from the way we

                                                                                                              66
                                                                                           Table of Contents




used to look at websites into a new way to search and explore the Web. The new Web software will make a
difference to the typical Web marketer, too. The old model of the Web was that websites were static and not
interactive, based mostly on text, and depended mostly on advertising schemes that weren’t intuitive or precise.
The new model of the Web is like a sleek sports car: the Web moves faster and there are more things to look at.

Characteristics of Web 2.0

So the first thing to look at, even if you are a web marketer who could care less about the technology and
philosophy behind Web movements, are the characteristics of Web 2.0. These characteristics are important
because they give your own marketing scheme a definite direction and context. Remember that the technology
we have in our homes is changing at an alarmingly rapid rate. Ten years from now, you may not even recognize
the capacity of home computers available to consumers, not to mention the portable and other devices that
your customers will be using to surf the web.

The technology and philosophy of Web 2.0 are changing and becoming more powerful and more intuitive, right
along with the computer technology that runs these programs. Below are some of the characteristics of the new
Web compared with the old model of how the Web used to operate. Understanding these characteristics will
help you understand how to market to people using Web 2.0 and how to use this to your advantage, today and
in the future.

        Interactivity
        Yesterday’s Web was interactive, in a way, but still very isolated. Think about surfing the Web circa 1995
        on a dialup connection. Sure, you could send emails to your friends and chat with people from across
        the world on chat room sites or using instant messaging. Let’s say, however, you wanted to talk to
        others about something you saw online. There weren’t very many ways to communicate with fellow
        web users. Today with tagging, message boards, and social sites, interacting is easier than ever.

        Tagging and Folksonomy
        Tagging is to Web 2.0 as keywords are to Web 1.0. Tagging makes sense with Web 2.0 applications
        because they can be self-applied, are more versatile, and are more controllable by both users of content
        and the content creators. Folksonomy is a term that refers to the way that users organize and control
        the content they see. Basically, when people are in charge of creating their own keywords, they organize
        things a little differently than a machine. For the Web marketer, this is one of the appealing aspects of
        Web 2.0 applications.
                                                                                                                67
                                                                                              Table of Contents




        Social Tools
        When you see a great website, you want to know where that site is so you can see it again. You also
        might want to share the site with others. With Web 2.0, sharing and being social is easier than ever. The
        marketer can use this to his or her advantage. Sharing means more exposure. More exposure means
        more visitors which, in turn, means more revenue in the end. Social tools allow users from all over the
        world to collaborate and combine forces to create and organize the content they see online.

Real-World Web 2.0 Tools

Any nut can spout theories about how technology will change in the future, but the proof is in the pudding. Web
2.0 isn’t just a theory, but reflects the current changes in the market. Here are a few examples of services, sites,
products, and classes of products that reflect Web 2.0.

        Blogging
        Blog sites are popular right now with just about everyone. Blogs, if you are unfamiliar, are a kind of news
        and story distribution software that allows users to access blog sites and read “nodes” or articles and
        stories within the blog. As more and more people read blogs and for more and more reasons, blogs
        become a great marketing tool. By providing content on a blog and increasing the blog’s popularity
        through more readers, blogs are a great tool for anyone looking to market to their audience. Blogs can
        actually direct a lot of traffic all at once, and provide a great outlet for new information, affiliate links,
        and more.

        Syndication
        If you haven’t heard of RSS yet, you must be hiding under a rock. RSS and other syndication methods are
        new ways content creators can get their articles and other content to a wider audience. Syndication
        software makes this easier than ever by widely dispersing content from a blog in a very short period of
        time, automatically. Much like TV stations syndicate old TV shows, other websites and individual users
        can syndicate content from a blog quickly and easily, spreading your message to more places.

        Social Bookmarking
        Social bookmarking sites are customizable, social, useful, and fun for users. For marketers, though, social
        bookmarking means a way to potentially get hundreds if not thousands of extra visitors in a short period
        of time. These sites vary, but they allow users to store their favorite Web links with each other, vote on
        the best stories and articles from the Web, chat with each other, and more. Marketers can use these
                                                                                                                   68
                                                                                              Table of Contents




        sites to increase visitors to a blog or news site. Since these sites also rely upon tags, using and optimizing
        for tags—the equivalent of keywords—is easy.

        Social Networking
        Social networking sites used to just be for kids who wanted to interact with their friends after school or
        between classes. Today, however, social networking sites have become major cash cows because of the
        unique marketing opportunities available. Social networking sites like Facebook and MySpace—though
        there are many more—allow users to interact with each other and share personal information and
        multimedia with their friends, online or otherwise. Because social networking users provide a lot of
        information about themselves, these sites become a marketer’s dream. Also, their popularity has
        increased to include a much larger demographic, including people older than teenagers who have
        money to spend. A simple way to utilize social networking sites is to build up a huge friend base and use
        your profile to drive traffic to your other sites. You might also find potential joint venture partners,
        create new professional relationships, and market your products and services via invitations, fan clubs,
        groups, videos, and pictures.

        Multimedia
        Years ago when the Internet was still young, very few people had broadband Internet connections. Most
        had to make do on snail-paced dial-up service, so videos, pictures, and other multimedia like Flash were
        totally out of the question. After all, who had the bandwidth to actually play video online? Today, more
        and more people in the United States and around the world have broadband Internet connections than
        ever before. Because of this, the web marketer can use this to his or her advantage by offering more
        than just text to Web users. Videos, podcasts, Flash presentations, and photos are all great ways to
        market go consumers, can generate traffic, and add value to any website, regardless of that site’s
        purpose.

Web 2.0 and the Internet Marketer

Now that you’re familiar with Web 2.0, you can probably guess the next step in the equation: using all the
available functions within Web 2.0 applications to increase traffic and pre-sell items. If you can’t guess, we’ll
spell it out for you.

Web 2.0 is popular with users and becoming more popular every day. MySpace, the social networking site, is the
third most viewed website in the United States and is in the top ten most viewed sites in the world. YouTube,
                                                                                                                    69
                                                                                           Table of Contents




the video distribution, sharing, and tagging site is the fourth most viewed site in the U.S. Wikipedia, the
encyclopedia that anyone can edit, also comes in the top ten. Of course these are three huge names in the world
of Web 2.0 application, but they are no means the only applications available.

       Content
       The most important issue for any Web marketer is content. Without content, there can’t be any tagging,
       no social interaction, and no social ranking. The first thing most web marketers much create, before
       implementing any Web 2.0 marketing scheme, is getting content together. You’ll read about content
       creation in other chapters of this book, but keep this in mind: nobody has to read your articles, view
       your pictures, or see your videos. People will view them if they’re good and if they catch the eye, not
       just because they’re there.

       Tagging
       Using tagging will help give your content keywords, thus spreading the word to more people.
       Distribution to many different sites might also help, as will generating buzz about your site or content.
       This buzz is sometimes referred to as “buzz marketing” is refers to all the ways you can market to people
       before you’ve even launched a website or released a certain product.

       Viral Marketing
       Related to buzz marketing is its close cousin, viral marketing. Web 2.0 is a great way to share viral
       marketing and generate buzz about content that spreads almost like wildfire. Viral marketing relies on
       individuals spreading a message without being prompted or told to do so. Much like a cold virus spreads
       quickly from person to person within an office or classroom, a viral marketing message spreads from
       email inbox to email inbox, all at the behest of the sender of that message.

       Here’s one early but very good example of viral marketing in action. When Hotmail first began, free
       online email was nearly unheard of, even in the fast-growing Internet world. At this point, Hotmail
       wasn’t yet owned by Microsoft yet and needed a way to spread the word about the service. They began
       putting a text ad at the end of every email sent from a free Hotmail account inviting the recipient to also
       join Hotmail. Every email sent, in essence, became a marketing message. As these emails spread, so too
       did the word about Hotmail. The word spread like a virus from person to person. In no time at all and at
       relatively little cost, nearly everyone knew who Hotmail was.


                                                                                                                70
                                                                                              Table of Contents




        Web 2.0 is useless without some information to back up all these claims about increased traffic and
        demand from consumers. In the next section, we’ll look at practical strategies you can use to harness
        the power of Web 2.0 applications and have them draw traffic for you, often at little to no cost.

B. Increasing Traffic Using Web 2.0

Blogging

Blogging is a great tool for generating traffic. Blogs don’t have to be terrible time
consuming to create, but they can be a great source of traffic. First, you’ll want to
create a blog on your own hosting site. Blogs on free sites can be good, but they
don’t generally get the kind of traffic to them you might need and they often have
rules against hosting any kind of advertising. On your blog, you have the
opportunity to promote affiliate opportunities. You can also publish ads and drive
traffic to your published ads through content generation. After all, that’s how many
content sites online support themselves, through advertising and good and varied
content.

You can also use your blog to funnel traffic to your other sites like sales pages. To do this, the idea is to get
people on your blog to click off your blog. In essence, you want your blog visitors to stick around for a little
while, but be gone as soon as possible. You can do this by prominently displaying AdSense ads near the top of
the page. Also, links within your articles should be enticing by using keywords and convincing language.
Remember that, to generate traffic, you must constantly update your blog. This can be a time drain on anyone
who generates content themselves. However, remember that there is content out there for you to use. You can
syndicate articles from other blogs. You can post articles from free article sites. The basic idea is to bring people
in and get them to click out as soon as possible, hopefully onto your site or your affiliate opportunities.

Article Marketing

If you’re good at creating content, especially articles, you can use this to generate traffic for your site using a
technique called article marketing. The easy way to do this is to create 300 to 500 word articles and post them
on one of several article directory sites. EZineArticles, GoArticles, ArticlesBase, and ArticleCity are just a few,
but there are many more out there. Whenever someone wants to use your articles, they are allowed to,
provided they provide a link back to the site from which the article came. This is your opportunity to include a
                                                                                                                   71
                                                                                              Table of Contents




biography and links about yourself somewhere in the article, though usually at the end. Now whenever
someone uses those articles, they will see your link information.

Squidoo Marketing

This site, Squidoo, is so unique that it deserves a separate category.
This service is free, provided you generate content yourself. In so
doing, however, you have a potential goldmine of traffic available for
only a little work generating a site. Squidoo provides every member
with a free page, known as a lens. On that page, you can write about
whatever you want. Squidoo rules also allow affiliate links and other marketing tricks, so this is a great way to
promote eBay says or provide links to your affiliates or your own site. The idea is that you generate content on
your own lens and then traffic will be slowly driven to your site by loyal Squidoo users. You generate traffic for
free.

Press Releases

Press release sites get a lot of traffic. Sites like PRWeb are very friendly to
Google and other search engine sites, so they can generate a lot of traffic
in a short period of time. Now, this is traffic you’ll have to pay for since
most PR sites will charge you money. However, by generating the occasional
press release and releasing this on a PR website, you can generate some buzz and traffic for your site for
relatively low cost and little effort. In fact, you don’t have to have a press release about anything other than the
fact that your website is great. Press releases really and truly can be about anything. Take some time to craft a
short press article about how your website is the best on the market, use lots of targeted keywords, then post
the release and watch traffic come in.

Social Networking

Sites like MySpace and Facebook are hugely popular with users right now. They draw in quite a bit of traffic and
you can use these sites to market to a targeted audience. Some of these marketing techniques are free, making
these sites even more attractive. First, you can generate a profile as a business, provide links within your profile,
and gather friends. You can use these tools to create relationship with other marketers, do some link sharing,
and general friendship building with your comrades in online business. You can also post videos and picture. On
                                                                                                                     72
                                                                                               Table of Contents




the paid side, social networking does allow for some very specific targeting of audience for paid ads, though this
is somewhat untested waters for affiliates and other marketers. Proceed with some caution.

Social Bookmarking

Sites like Digg, del.icio.us, Furl, and StumbleUpon allow users to sign up for free
then post their favorite bookmarks online. Bookmarks, in this case, refer to site
URL’s. In the old days of the Internet, people simply saved their bookmarks using the browsing software on their
computers. The only problem is that these bookmarks aren’t portable. Bookmarking sites, however, allow you to
save all your bookmarks, tag them, discuss them with other users, vote on popular URL’s, and access your
bookmarks from all over the world.

To use social bookmarking in the online marketing context, the idea is to generate content that will get you onto
these sites. By registering for one or all of these sites, then saving the URL’s of your content, you can get the ball
rolling. Assuming you have friends and associates who can also boost your URL’s popularity, you can then
generate a lot of traffic, for free, in a very short period of time. Sometimes social bookmarking will come
through and generate a lot of traffic. Sometimes this method won’t work. However, this method is free and
might be worth a shot for your URL’s and unique content.

Tagging

As we’ve said before, tagging is very important when generating or using any Web 2.0 marketing method.
Tagging is just like assigning keywords, so use tags whenever possible to drive traffic. You can tag in blogs.
Depending on your blogging system or software, you should be able to add several tags to each entry that are
relevant to that topic. Users can then search by tag and find out even more information and links.

Multimedia sites like YouTube and Flickr also depend on tagging. Tag all multimedia that’s out on the web so
that people can search for and find what they’re looking for. This is also a good way to generate traffic from
these sites. If someone goes to YouTube and finds your instructional video by searching for specific tags, they
can then find a link to your website. These sites can sometimes be a significant generator of traffic, all for little
cost. After all, these sites are free to use, for the most part.




                                                                                                                        73
                                                                                           Table of Contents




Going Viral

Viral marketing messages are a quick and easy way to generate a lot of traffic all at once. Of course, you can’t
guarantee that the content or message you generate will go viral. When this technique works, though, it works
big. We’ve already mentioned the example of Hotmail in the ‘90s. You can use this same technique to establish
your brand. Generate a nice looking logo that you can put on everything you generate like emails, videos,
eBooks, articles, websites and more. Let’s say you were to create a short, informational pamphlet in PDF format
that users can download after signing up for an email. In that eBook, plaster every page with a logo and a hotlink
to your website. If users decide to share your pamphlet with others, their friends will also see these links and
logo.

Another popular marketing method is the viral video. You’ve probably seen these types of videos yourself. Some
company will generate a funny or shocking video that advertises their product and release the video on sharing
sites like YouTube. People who enjoy these videos will pass on the link to friends, generating traffic and
advertising. The more people who are interested, the more traffic you generate. In the case of some viral videos,
the possibilities are almost limitless. Some viral videos generate millions of hits on YouTube. Even though you
don’t generate revenue from all these hits, you’re still getting brand recognition and traffic.

Quick and Dirty Classifieds

Here’s a method that’s somewhat in the gray area of marketing. This method is still allowed, though some frown
upon this technique. The idea of using classifieds is a popular one, and print classifieds have been, for years,
filled with ads from marketers who want to sell their products or generate buzz for their company. Today, with
online ads, generating buzz is not only easy but free.

There are a lot of free classified sites out there including the popular Craigslist, but also Kijiji, Facebook
Classifieds, Google Base, and BackPage. On these sites, there is often more content then can be policed by the
company, so the options for posting are nearly no-holds-barred. As such, you can post affiliate links or
advertisements for your website. Ideally you’d find a suitable heading under which to put your ad, along with an
attention-grabbing headline. Then you can post your own link or affiliate link and watch the traffic come in.
While this may not generate a huge amount of traffic, you can generate some. Best of all, these postings are free
to you.



                                                                                                                74
                                                                                              Table of Contents




Tracking your Success

Just as with any other traffic generation method, you must find ways to track the traffic that comes in through
these Web 2.0 methods. By doing so, you can find out which tactics are actually working and which ones aren’t
worth your time. Even though many of these methods are free or mostly free, they still require time and effort.
Your time is valuable, so you want to make sure you aren’t wasting all your time on methods that won’t get you
anywhere.

There are several tools you can use to track the traffic that comes to your site. These companies are web
analytics companies that specialize in compiling data about where people go online. You can use their free
search tools to find out the most popular sites online based on region, time of day, keywords, and more. You can
also use their paid services to analyze the traffic that comes to your own site. Alexa is one service, owned by
Amazon, which allows users to closely monitor the traffic that comes in, how that traffic comes in, and where
that traffic goes. They offer a free toolbar and some free data, along with more specialized information for
companies that want to use their paid service. Two other services, Quantcast and Compete, also provide
similar information along with page rankings, page demographics, and free toolbars to monitor the information
of the pages you visit. Some of this information can be obtained for free.

C. Blogging Strategies
As we’ve said before, blogging can be a great tool for generating traffic. In general more and more people are
reading blogs. Some blogs have become large fixtures in the way people get information online including news,
photos, videos, reviews, useful information, and gossip. Your blog can become very popular if you do the right
kind of traffic-building. At worst, blogging to generate traffic won’t get that much traffic for you. At that point,
you can re-evaluate your promotion strategy or scrap the whole idea altogether. At best, though, blogging can
generate significant amount of traffic, all for very little money.

Here’s how it’s done. First you have to create a blog concept. Many affiliate marketers have had success with
the “information product review” blog where they can review their affiliate products in a flattering way, or
discuss competing products. With each article and review comes an affiliate link. You can also post content
that’s very keyword-driven in order to generate search engine traffic. When that happens, you can then
introduce your visitors to your affiliate links or the ads which you’ve published on the site. Many sites support
themselves simply through being publishers of ads while generating lots of useable content. Notable examples


                                                                                                                    75
                                                                                           Table of Contents




include celebrity gossip sites and online news outlets that exclusively write content and then generate revenue
through ad clicks they receive. You can also use blogs as a way to generate email lists and sales leads.

How to Create Your Blog

Next you want to create your blog. If you want to do any kind of ad publishing, you’ll probably want to avoid
free blog creation tools and host a blog on your own. Free software often has rules against certain kinds of
advertising which can limit many of your money-making strategies. Here are some blogging software titles you
might want to consider:

                Wordpress: Wordpress is very popular with the blogging crowd and for good reason. It’s free
                software, first off. You can publish it on your host without having to pay a dime to anyone. It’s
                got thousands of free plug-in programs available to augment the software. These plug-ins can be
                very useful and add an impressive array of functionality to this simple program. Plug-ins can help
                you monitor traffic, generate more Web 2.0-based traffic, easily add advertising, generate tools
                like message boards, and more, all for free. If you want power and a free price, and have the
                time to learn new software, try Wordpress for your blog.

                If you don’t want to use the free Wordpress software, you can also generate a free Wordpress
                blog without having to install a thing. On Wordpress.com, you can create your own blog and use
                a free template. You can post pictures and videos and even the free account contain a large
                amount of storage space. There are some fairly strict rules against publishing ads, though
                affiliate links should be no problem. Also, Google indexes the free Wordpress blogs on a regular
                basis, so generating search engine traffic through keywords should be no problem at all.

                Blogger: If Wordpress is too complicated, or you don’t want to bother, you might try Blogger, a
                company owned by Google. Blogger is a free online blogging tool, much like the free hosted
                Wordpress blogs. You create your online blog for free with your Google username, select one of
                the free templates, and then you’re done. Adding entries is a snap. The only problem is the strict
                policy against advertising. Blogger is indexed by Google, as it is a Google product, though some
                say that Blogger isn’t indexed as readily as Wordpress hosted sites. There’s a strict advertising
                and marketing policy, though because of the volume of users, there is little policing of content.
                In short, this is a very easy tool to use, though it might not be your best option.


                                                                                                                76
                                                                                              Table of Contents




                Squarespace: This online blogging tool is another hosted option for those who don’t want to
                install software onto a server. For a monthly fee, you can create a site all your own with plenty
                of storage, and host all the ads you want. This site specializes in providing you with all the tools
                you need in one place, like analytics tools, traffic-generation tools, advertising tools and more.
                Your site or blog will be fully customizable or you can choose from pre-made templates. Other
                tools available to users include form builders, SSL encryption, FAQ generation tools, and more.

                TypePad: This is a paid hosted blog service. You get a hosted blog with lots of tools and
                available widgets, but you don’t get to host the blog on your own site. You’re stuck with the URL
                given to you. Because you pay for this service, you do get some customer support and additional
                tools like widgets, extra bandwidth, and content features not on free blogs. This service starts at
                $5 dollars a month, depending on the options you choose. These services are good for the
                absolute newbie who needs telephone support for questions and is willing to pay for it.

Generate Traffic for Your Blog

Now that you have a blog idea, host, and concept, you can begin to use various methods to make sure your blog
gets plenty of traffic, especially search engine traffic. Remember that you must update regularly. Otherwise, a
dead blog will gather no new traffic. If you’re generating regular content, or using others’ content on your blog,
here are some ways people can access your blog.

Trackbacks: A trackback is a kind of link notification system where the idea is to generate traffic and links which
will then increase ranking within search engines. Also, the more credible trackback links available for a blog post,
the more credible that post becomes. The idea of the trackback was created a few years ago with the intention
of making link building a more controlled and social process. Let’s say you were writing a blog post about
monkeys and, in your post, generated a link to another blog post about the same or a similar topic. You would
include that link in your post and, depending on the blogging software you use, register that link as a trackback.

That trackback is now sent to the owner of the original blog. If he or she accepts the trackback, then your link
will appear on their blog, just as their link appears on your blog. This is a great way to generate links and thus
generate some search engine credibility. Not all software allows this type of linking, however. Wordpress and
TypePad are two notable exceptions that do. You can include multiple trackbacks per entry, so using trackbacks
can be a great way to generate free traffic. All you really have to do is find blogs, especially credible and popular
blogs, and generate good content that relates to a topic they’ve already posted.

                                                                                                                   77
                                                                                          Table of Contents




                RSS and social bookmarking features: This is a great way to generate easy traffic in a way
                that doesn’t take that long and relies heavily on users to do most of the work. What you want to
                do is make syndication and sharing easy for each of your users. To do that, you can use your
                blogging software, service, or plug-ins to make this happen through RSS and social bookmarking
                tools. Ideally, your readers will use these tools to access your content again and share your
                content with others.

RSS is a way of syndicating content. With some RSS tools, you can make syndicating your blog content easy by
using buttons so that your readers can easily syndicate content. This can usually be done with a simple plug-in.
Also, you can add social bookmarking plug-ins or features to your blog that allow users to easily save your blog
posts to their social bookmarking accounts through simple buttons on your blog posts. When they click on these
buttons, your users can then easily add this content to their favorite social bookmarking sites.

BlogRush: BlogRush is a small widget tool that’s available in free and
paid versions. In essence, it works like a giant social network of member
blogs, and the purpose is to share links over a wide network and generate
more traffic. When you sign up for BlogRush, you add a small widget to
your blog, a small plug-in program that displays blogs similar to your own.




                                                                                                              78
                                                                                              Table of Contents




Chapter 6: Email List Building and Marketing
Email marketing lists are the foundation of million dollar companies. No matter what type of product or service
you sell on the Web, you can make your profits skyrocket by harnessing the power of email marketing. Contrary
to popular belief, creating powerful email marketing messages that sell your product or service is not that
difficult and a successful email marketing campaign can put profits in your pocket at record rates!

More and more companies are turning to email marketing to sell their products and services because email
marketing is cost-effective and efficient. Consider these facts from the marketing service and research company
Harte-Hanks, Inc:

       More than 1.2 billion people worldwide now have access to the Internet
       Seventy-three percent of email users receive promotional emails
       Thirty-three percent of users make a purchase from opt-in emails
       Sixty-one percent of users redeem email coupons online or in a physical store

Clearly, today’s Internet users have come to rely on promotional and opt-in emails for finding the best deals
online. Cash in one of the most powerful forms of Internet marketing today by creating an email marketing
campaign for your product or service.

A. List Building: Separating the Millionaires from Everyone Else
The opportunities to build an email marketing list are endless. Internet marketers can employ a number of
different strategies to build an extensive email list of potential customers. The top tactics for creating a huge
subscriber list are outlined in this section.




                                                                                                                    79
                                                                                             Table of Contents




Use Your Website to Collect Subscribers

If you’re not already using your website to collect email addresses, you should start as soon as possible. In fact,
it’s safe to say that every website should collect email addresses from its visitors. Why? Because most websites
have more visitors than buyers, yet the goal of most sites is to convert visitors into buyers and make a sale.

Furthermore, visitors rarely find a site on the web randomly. Internet users find a site because they searched for
a product, service, or subject that relates to the site, or clicked on a link to the site from another page. In other
words, they landed on the page because the page somehow relates to what they were looking for. Even if the
visitor doesn’t make a purchase on the spot, he or she might return later to complete the transaction. As such,
website owners absolutely must follow up with all of their site’s visitors to remind and encourage them to return
and buy.

The best way to follow up with these potential customers is to send an email; however, in order to send an
email you need a recipient and an email address. For this reason, every single contact with visitors on the web
should be used as an opportunity to extract the visitors’ email addresses – and the best way to build a big
subscriber list is to tell your customers to sign up. The golden rule of email marketing is: always have a call to
action.

Webmasters must tell every person they encounter on the Web to subscribe to their email list. You cannot just
expect visitors to know what you want from them; you have to tell them first. Provide a form on each page for
visitors to submit their name and email address. Call your readers to action – and if a simple request isn’t
enough, offer incentives. People always want to know “what’s in it for them.” If you want your visitors to give up
their email address and eagerly anticipate your latest message, you first have to ask. Then, you’ve got to give
them a reason to actually do what you’re asking.

One of the easiest ways to encourage your website’s visitors to release their email addresses is to give them
something. There are a number of cheap digital or electronic products that websites can give to their visitors in
exchange for an address. For example:

       eBooks

       Newsletters


                                                                                                                     80
                                                                                                  Table of Contents




       Special Reports

       Members Only Coupons and Discounts

       Software

       How-To-Guides

Digital giveaways can be mass produced and distributed to website visitors at little to no cost, and are a great
way to encourage potential visitors to sign up on the site.

Successful website marketers will also recognize the importance of creating unique lists for each of their email
campaign needs. For instance, one marketer might possess a list of customers, a list of his or her affiliates, and a
list of potential joint venture partners. You can use different sites to create different lists. After all, people visit a
site because the topic, product, or services offered on the site are of interest to them. So, if you want to create
an email list of potential affiliates, use an opt-in form on a site about affiliate marketing. If you want to create a
list of customers, put an opt-in form on a sales page.

Use Squeeze Pages to Collect Subscribers

A squeeze page is a form page that website marketers create and use for the exclusive purpose of receiving and
recording visitors. A squeeze page is a landing page that directs visitors to the site’s sales letter and opt-in form.
An effective squeeze page incorporates two elements:

        A Collection Form: The purpose of a squeeze page is to collect email addresses and direct visitors to
        the site’s sales page, so an opt-in form is a given. The opt-in form can be obtained from an auto-
        responder service or from a template online.

        A Persuasive Offer: The squeeze page is supposed to simultaneously sell the product to the visitor and
        collect contact information. The offer does not necessarily need to specifically mention the product or
        service, but should instead include an email teaser that will entice the reader to learn more.




                                                                                                                        81
                                                                                            Table of Contents




In order for a squeeze page to be effective, you must to tell the reader how he or she will benefit by opting-in.
What will the visitor get in exchange? Information? A newsletter? An eBook? The secret to financial freedom?
Using bullet points and keywords, you must build the reader’s desire to learn more.

        Write a Headline Hook. An attention-grabbing headline is crucial because the headline is the first line
        the reader will see. The headline should hook the reader into the page and persuade him or her to
        continue reading. You might also employ a sub-heading that expands upon the heading and encourages
        the reader to learn more.

        Pack a Punch with Keywords. The use of keywords is also important. The opt-in form is an
        advertisement that must sell your offer, as well as a form for collecting contact information. Use
        powerful words to convince readers that your offer is the answer to their problems.

        Include a Call to Action. You have to tell the reader what you would like them to do – and in this case,
        you want them to enter their contact information. This is what’s known as a call to action. You also have
        to tell the reader what they will get in exchange. An example of this might be, “Provide your name and
        email address today and receive your free eBook on finding great foreclosure deals in your community.”

To see a great example of a squeeze page, visit www.doubleyourdating.com.

Create Pop Ups that Collect Subscriber Information

You might find it odd that I’d recommend creating popups at a
time when popups have gotten a bad reputation on the Internet.
However, the type of popup that I advocate is a DHTML floating
menu, which is entirely different from the popups of the past.
DHTML popups are not regular windows; they are pure HTML
controlled by the browser using JavaScript. A DHTML popup is
actually just a tiny piece of dynamic code embedded in the site.

These popups are not blocked by user’s software, and they do not
interfere with the user’s experience on the site by opening a new



                                                                                                                    82
                                                                                                Table of Contents




window. The popup simple hovers in the browser tab or window until closed. Because the popup is the first
thing visitors will see on the site, these little windows are a great place for an offer opt-in like a free report,
discount or bonus item.

If you choose to utilize DHTML popups, you must create a sense of urgency in the reader and establish the
reader’s need and desire to subscribe. DHTML popups are a great way to get the visitor’s attention, so make
certain that you do something to entice the visitor to subscribe.

Go the Co-Registration Way

Co-registration is an easy way to boost the number of subscribers your campaign attracts. Co-registration is the
practice of referring leads, subscriptions, or memberships during the registration process for another activity.
Basically, co-registration involves listing your newsletter or campaign next to another marketer’s newsletter so
that when visitors sign up for the other marketer’s list, they get yours as well.

Co-registration leads differ from traditional opt-in subscribers. Almost every email marketer can benefit from
using co-registration leads because a good co-registration lead service can provide the marketer with quality
leads and names without the hassle of traditional methods of generating leads.

There are several different ways to start using co-registration. One way is to find a site that is related to yours
and ask the site’s owner if he or she will list your newsletter on their page. You then offer to list his or her
newsletter on your site in exchange. Many times, visitors who have signed up for the co-registration partner’s
service will be given the option to opt-in for your offer on the tank you page. Other times, visitors are given the
opportunity to opt-in to several different lists simultaneously.

Another option is to sign up for a co-registration service. The majority of these services charge email marketers a
fee for carrying their newsletter on the site. The fee can range anywhere from 25 cents to $1 per subscriber.

B. Single vs. Double Opt-Ins
The single most important aspect in any email marketing campaign is the marketer’s list. The ultimate goal is to
have as extensive of a list of subscribers who are interested in your product or service as possible. You’ve
already learned about a number of ways to encourage visitors to subscribe; however, there are only two
different options for building a permission-based list – single and double opt-ins.

                                                                                                                      83
                                                                                              Table of Contents




In a single opt-in, the marketer uses the opt-in form to collect the visitor’s email address. After the opt-in form is
completed, the visitor becomes a subscriber and can be added to the marketer’s list.

In a double opt-in, the marketer uses the opt-in form to collect the visitor’s email address. Then, the marketer
must send the visitor an email confirming that the visitor wants to be added to the list. The visitor must then
click a link in the email to opt-in again, hence the name double-opt-in.

Single opt-ins are favored by many email marketers because this method is the quickest way to build a large list
and a large list often translates to bigger profits. Double opt-ins, on the other hand, are favored by some
marketers because the double opt-in method ensures that all subscribers actually want to be on the marketer’s
list. Supporters believe that this method makes for a higher quality list and minimizes the risk of being identified
as a spammer.

Advantages of Double Opt-Ins

       Reduced number of spam complaints. With a double opt-in system, the list owner can keep track of the
        date and time of the request, IP address, and referring URL as evidence that the subscriber opted-in.

       Fewer bounce backs: Because the recipient must receive the email message in order to confirm the
        subscription, a double opt-in system greatly reduces the number of misspelled or false email addresses
        on the list.

       More interested subscribers: In theory, anyone who has taken the time to confirm their desire to
        subscribe to a list twice must be interested in the message.

Disadvantages of Double Opt-Ins

       Loss of subscribers. No matter how enticing the incentive or message, the fact of the matter is some
        subscribers will never take the time to confirm their subscription. Furthermore, other subscribers who
        may or may not be genuinely interested in receiving the mailings might be confused by the subscription
        process and unable to complete the confirmation process.




                                                                                                                    84
                                                                                             Table of Contents




       Unintentional subscribers. If you use a double opt-in method in which the subscriber confirms the
        subscription by replying to the email, you might end up adding people to your list who replied, “No
        thanks” or “Cancel my subscription, please.”

There’s a lot of hype about the merits of single versus double opt-ins, but the fact of the matter is that the
advantages of double opt-ins are really only advantages from the perspective of the consumer. Despite what
you may have heard, there is virtually no benefit of attempting to build a double opt-in list because the majority
of people will be too lazy to confirm their subscriptions. If you attempt to use a double opt-in, odds are your list
size will be reduced by 50% or more of its potential size. Experts expect that email services will soon mandate
double opt-in lists to protect the consumers, so your best bet is to create a single opt-in list as fast as you can
and gain as many subscribers as possible before it’s too late.

Follow Up Double Opt-Ins with an Autoresponders

Again, there is a good possibility that double opt-ins will be mandated for all Internet marketers in the near
future. To minimize the subscriber losses caused by recipients who fail to confirm their subscriptions, marketers
can use autoresponders to follow up with these recipients.

To increase the volume of your double opt-in list, simply set up an autoresponder message that contacts people
who do not complete the subscription process within a certain time frame – say 3 to 4 days. The message should
simply state that in order to receive future emails, offers, or incentives, the recipient must confirm the
subscription by clicking the link below (or responding to the message). By reminding would-be subscribers to
confirm their subscription, you’ll dramatically reduce the losses caused by double opt-ins.

C. The Unsubscribe Options
As an email marketer, you absolutely must effectively manage all “unsubscribe” requests by your customers –
and give them ample opportunities to unsubscribe. Failing to unsubscribe a customer who has requested to be
removed from your list is an easy way to be marked as a spammer and blacklisted. As such, handling
unsubscribe requests should be a priority at all times.




                                                                                                                  85
                                                                                           Table of Contents




Don’t Hold Subscribers Hostage

The first thing to remember is that you must give your
subscribers a number of opportunities to unsubscribe.
Provide clear directions as to how subscribers can
remove themselves from your list in every message –
and then honor those requests. Your directions for
unsubscribing will be determined by whether you
handle unsubscribe requests manually or automatically.

If you are not prone to using software and other
programs that can remove addresses from your mailing
lists for you, you’ll have to remove subscribers manually.
The easiest way to do this is to direct customers to
unsubscribe by replying to the email with the word
“Remove” or “Unsubscribe” in the subject line. There
are several obstacles to this method, including time
constraints, the obvious issue of recipients failing to
unsubscribe as directed, and those recipients who think
it is easier to mark a message as spam rather than
unsubscribing.

For most email marketers, software or another automated program is the best solution for handling unsubscribe
requests. Most auto responder services, including Get Response, offer unsubscribe services for users.
Automated unsubscribe services are generally easier on email marketers and are more efficient at actually
removing subscribers who request to unsubscribe.

D. Managing and Maintaining your List: Auto-Responder Services
Collecting email addresses from a website’s visitors does not require advanced computer skills, but starting,
running, and maintaining an email marketing campaign does require a lot of time and effort. Consider a website
which offers a free newsletter to visitors who supply their name and email address. If that website sends a short
thank-you note to each recipient with the newsletter and then stores the email address for future contact, the
website is well-placed for future communications with that customer. Of course, without hiring dozens of

                                                                                                               86
                                                                                            Table of Contents




employees to track and send email messages 24 hours a day, no popular website would be capable of keeping
up with the correspondence. Fortunately, an auto-responder service can help you operate an effective, well-
controlled campaign without expending much effort or wasting precious time.

An auto-responder is a program that allows you to send a message to a customer or website visitor without
manually sending an email message. Auto-responder services will collect email addresses from visitors, provide
the visitors with an opportunity to opt in or opt out, generate automated response messages, and maintain the
email address database. Auto-responders can also be used for other forms of communication including:

       Welcome Messages

       E-mail Reminders

       Schedules

       Coupons, Discounts, & Special Offers

       Order and Shipping Confirmation

       Advertising information

       Frequently Asked Question

       Company and Product Information

Benefits of Using an Auto-Responder Service

Effective email marketing depends on a high standard of frequency and consistency. Auto-responder systems
can help you meet these standards by managing your subscription list and coordinating mailings to be sent in
specific intervals. Auto-responder services make tracking the response to a particular campaign easy, which can
help you coordinate future campaigns.

An effective email marketing campaign also requires instant results. If a visitor to a webpage clicks a link to
receive a free eBook or newsletter, that visitor will expect to receive the requested materials instantly. Most
                                                                                                                  87
                                                                                             Table of Contents




Internet surfers have a short attention span – and if the product is not delivered quickly, the visitor will quickly
forget about the product and move on in search of the next opportunity. Auto-responder services make keeping
up with your customers’ requests for information a cinch.

Auto-Responder services offer many advantages to website owners, including:

    1   A Professional Image: Frequency and consistency of emails is necessary for building a solid
        relationship with your customers. Without an auto-responder service, the website’s emails may vary
        widely in appearance and frequency, which can detract from the professional image the marketer is
        attempting to present. With an auto-responder service, the customer will consistently receive
        professional-looking emails from the marketer on a regular basis.

    2   Higher Delivery Rates: Auto-responder services are designed to get past ISP filters and spam traps so
        that your message will be received by the bulk of your subscribers.

    3   Spam Protection: By paying for an auto-responder service, you are protected from accusations of
        spamming your email list. Auto-responder services will also ensure that you are in compliance with the
        provisions of the CAN-SPAM Act.

    4   Advanced Tracking: Auto-responder services offer built-in tracking software which will allow you to
        analyze the success of each unique campaign.

    5   Efficiency and Reduced Costs: Auto-responders help website owners and Internet marketers make
        the most of their time and money. You only have to create the message and the auto-responder will
        take care of the rest. This also helps cut administrative costs because you won’t have to spend time
        manually sending the emails to your subscribers.

    6   Customization: Customers quickly grow tired of receiving boring, generic messages that say the same
        thing. An auto-responder service will allow you to create multiple, unique messages for your
        subscribers.

    7   Brand Recognition: Auto-responder services allow you to “brand” yourself and incorporate your
        company logo, colors, and slogan into your messages. Repeated exposure to your company’s logo and
        colors helps build brand recognition.

                                                                                                                  88
                                                                                          Table of Contents




Choose a Top Auto-Responder Service

If you Google “auto-responder services,” you’ll instantly receive hundreds of thousands of listings. Sorting
through these services to find the best auto-responder service for your needs can be a hassle, so we’ve
simplified things for you by listing the top factors to consider when choosing an auto-responder provider and
sharing our top picks for service.

The top factors to consider are:

       Deliverability

       Extensive Stat Tracking

       Reputation with Coalitions & ISPs

       Cost

       Support

       Record

       User-Friendly Interface

       Server Uptime, Backup & Reliability

Using these criteria, you should be able to identify an auto-responder provider who will be able to meet your
email marketing needs without breaking your budget. If you’re not inclined to researching auto-responder
services yourself, use one of the providers listed below in “Our Picks.” These providers have an outstanding
reputation for reliability and value.




                                                                                                                89
                                                                                              Table of Contents




Our Top Picks & Recommended Services:

       Get Response
       Aweber
       Email Labs
       iContact
       Constant Contact
       Infusion Soft

E. How to Avoid Being Blacklisted
The biggest disadvantage of email marketing is the possibility that the sender will be mistakenly identified as a
spammer. To avoid having your campaign end in disaster, you must comply with the regulations of both the
United States CAN SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act) and the
European Privacy and Electronic Communications Regulations (UPCR).

The CAN SPAM Act has three primary provisions:

    1   Internet marketers must authenticate their return address and include a physical address with their
        message.

    2   Internet marketers must refrain from using purchased email lists unless he or she is certain that every
        person on the list has consented to receive the message.

    3   Internet marketers must give recipients the option to unsubscribe from the mailings.

The UPCR guidelines must be adhered to because the Internet is an international marketplace. These
guidelines state that businesses may only send emails as a form of direct marketing if one of the
following scenarios applies:

    1   The receiver notifies the sender that her or she wants to receive the communication

    2   If an existing business relationship exists. In this situation, the sender must have obtained the recipient’s
        email address via a business-related transaction with the recipient, i.e. a sale or negotiation
                                                                                                                   90
                                                                                            Table of Contents




The UPCR guidelines further state that the email message must be in regard to relevant products or services
offered by the sender and that the recipient must be given an opportunity to opt out of the subscription at the
time the email address is obtained and in each message.

Failure to abide by the provisions of the CAN SPAM ACT and UPCR can result in serious consequences,
up to and including:

       Earning your ISP a spot on the Spam Prevention Early Warning System (SPEWS) blacklist

       Earning the offending website a spot on other Internet blacklists

       Complete dismantling of the website and business email by the ISP

       Suspension of all email accounts belonging to the website owner, including personal accounts

       Suspension of the website’s account with the hosting service, without a refund

       Closure of the offending company

In terms of SPAM, Internet marketers often find that it’s better to be safe than sorry. Avoid the closure
of your company, website, and email accounts by following these golden rules.

    1   Include your business’s physical address in every email message

    2   Avoid using purchase lists unless you are positive every person on that list has opted-in.

    3   Always give recipients the option to unsubscribe, both at the time you collect their contact information
        and in every message you send them

    4   Keep the messages relevant to products and services offered by your company and/or affiliates

    5   Do not send unsolicited emails to individuals who have not expressed an explicit interest in your product
        or service (i.e. don’t send e-mails to individuals who haven’t opted-in)


                                                                                                                  91
                                                                                              Table of Contents




    6   Keep a record of every subscriber who opts-in to your list. The record should include the date and time
        the subscriber joined, as well as his or her full name, email address, and the IP address of the webpage
        that the subscriber opted-in on.

    7   Post your company’s privacy policy on your website – and then actually follow it! If you say that you will
        not share or sell your email address list to other marketers, then don’t!

    8   Use a valid email address with enough storage to handle all returned messages and unsubscribe
        requests – and unsubscribe all users who request you do so.

    9   Use a name in the “from” field that you users will identify and associate with your business. Don’t use a
        deceptive name, and maintain consistency by always using the same “from” address.

    10 Include a line in your message that states, “This email message is not unsolicited.”


How Do I Know If I’ve Been Blacklisted?

Sometimes, email marketers who follow the provisions of the CAN-SPAM Act and UPCR still end up on an
Internet blacklist. This can happen because the marketer’s IP address is also used by spammers or because
subscribers mistakenly identify the message as spam in an attempt to unsubscribe.

Mail delivery issues are usually the first clue that an email marketer has been blacklisted. If you begin
experiencing email delivery problems, the best thing you can do is audit your deliverability using a free audit
service such as Habeas. The audit will help you identify whether you have been blacklisted or not.

Quite frankly, getting off of a blacklist can be a time consuming and frustrating process, which is why following
the rules of the CAN-SPAM Act and UPCR is important. Following the steps below can help minimize the pain of
a blacklist and get your list running on track again.

       Step One: Make certain you’re in compliance.




                                                                                                                  92
                                                                                            Table of Contents




       The first thing you must do is ensure that you haven’t been inadvertently breaking the rules. Once
        you’ve confirmed that your emails do meet all of the regulations of the ant-spam rules, you can then
        begin fighting the blacklist status.

       Step Two: Contact the blacklist owner.

       Get in touch with the owners of any blacklists your services are appearing on and explain the situation.

       Step Three: Send emails as evidence.

       The blacklist owner will most likely require that you send copies of the emails that aren’t being delivered
        in order to confirm that you are, in fact, following the established regulations.

       Step Four: Be professional.

       Anger and accusations are not going to get you anywhere at this point. You need the blacklist owners to
        see your side, and being rude is not going to work toward your advantage.

Another thing you can do to combat a blacklisting is to contact each of the major ISPs and learn about how to
optimize your messages for delivery to each of the ISPs members. The big four ISPs are AOL, Gmail, MSN, and
Yahoo!.

The “Postmaster” of each of these ISPs will be able to provide advice and suggestions for email marketers who
wish to optimize their delivery services. You can reach the Postmaster services of each of the ISPs at the
addresses listed below:

        AOL – http://postmaster.aol.com

        Gmail – http://www.google.com/mail/help/bulk_mail.html

        MSN – http://postmaster.msn.com

        Yahoo! – http://help.yahoo.com/help/us/mail/defer


                                                                                                                 93
                                                                                                Table of Contents




Get on a Whitelist

Another option to avoid the perils of the blacklist is to get “whitelisted” with the major ISPs. The whitelist is a list
of individuals who are confirmed to be following the regulations and laws associated with the email marketing
industry.

The major ISPs (AOL, Gmail, MSN, and Yahoo!), are dedicated to the fight against spamming; however, these
ISPs also have an interest in helping legitimate email marketers who follow the rules succeed. As such, each of
these ISPs keeps a whitelist of preferred email providers.

In order to get on the whitelists, you must contact each of the providers directly. Prepare to send evidence that
you are a legitimate marketer who abides by the rules. You will most likely need to provide:

       Information about how you collect names and email address

       How you track and record opt-ins

       Other information about your company that is relevant to your status as an email marketer

To learn more about the major ISPs’ whitelists, visit the sites below:

        AOL – http://postmaster.info.aol.com/tools/whitelist_guides.html

        Gmail – http://www.senderscorecertified.com/register

        MSN – http://www.senderscorecertified.com/register

        Yahoo! – http://Add.Yahoo.com/fast/help/us/mail/cgi_bulkmail




                                                                                                                     94
                                                                                           Table of Contents




F. Maximizing your Email List
Once you’ve got a winning list of subscribers, your next task to make your list make money for you. You can
make your list profitable by building loyalty with your readers and doing everything in your power to retain
subscribers. No matter what you do, some recipients will unsubscribe from your list. The trick is to keep the
majority of your readers hooked – and waiting anxiously for your next message.




Email Marketing Tips

        Keep it concise. Lengthy emails will only bore your reader and distract from the message’s purpose, so
        keep your messages short, simple, and to the point.

        Use the signature line. The email signature is a valuable marketing tool that should not be overlooked.
        The signature is two to three lines that can be used as a virtual business card and is attached
        automatically to every email you send. The signature typically includes your name, email address,
        physical address, and phone number, but can also include an opt-in form.

        Write attention-grabbing headlines. The headlines should be compelling and hook the reader into
        the message, while not sounding like an empty sales pitch. The headline should explain how the
        recipient will benefit by reading.



                                                                                                                95
                                                                                              Table of Contents




        Proofread your work. Review all content prior to hitting send. If your recipients spot spelling,
        grammar, or punctuation in your errors, your credibility goes down the toilet. Check and double check
        every piece of written material that will be posted for public consumption.

        Be persuasive, not pushy. Your tone should be polite and friendly. Avoid turning off your customers by
        getting too sales pitchy on them. Offer useful, helpful information and always explain the benefits from
        the customer’s perspective instead.

        Call the reader to action. Again, your subscribers are not mind readers. They won’t know what you
        want them to do unless you tell them first. The two most common calls to action are “Click here to
        subscribe,” and “Click here to find out more.” Either of these calls to action will direct the reader to your
        website, at which point you can continue your sales pitch.

        Pay attention to the first paragraph. Many of your recipients will not bother to read your entire
        message. They’ll most likely read the first paragraph, skim over the rest of the message, and scroll to the
        end of the message. The first paragraph is your opportunity to make the sale, so make the most of the
        space. The most important things to do in the first paragraph are: identify your relationship with the
        reader and explain that the message is not spam, offer benefits to the reader to entice him or her to
        continue reading, and present your information in a way that makes your message appear to be
        something more than a sales pitch.

        Use the postscript to your advantage. The P.S. plays a vital role in the success of an email marketing
        message and cannot be ignored. In fact, the P.S. and the first paragraph of your message are all that
        some recipients will ever read. You can use the P.S. for a variety of different purposes, but one of the
        best ways to utilize this line is to restate the offer – and add a bonus offer which has not been previously
        mentioned. By offering an additional benefit to the reader at the very end of the message, you
        encourage the reader to act.

Writing a grammatically correct, hard-hitting message is not enough. The email must also look good on the
viewer’s computer screen. If the email isn’t aesthetically pleasing, content becomes insignificant because the
recipient is unlikely to read the message. The format and appearance of an email is important because the
reader will form an impression of your company based on these factors.

You can send your email message in one of two formats: plain text or HTML. In order to determine which format
will work best for your email marketing campaign, we’ll briefly outline the basics of each.
                                                                                                                   96
                                                                                              Table of Contents




Plain text messages are a smaller file size than HTML messages and thus open faster. Not everyone has high-
speed Internet, and those subscribers with slow Internet connections will experience delays in downloading
your message. Plain text messages are also less likely to be flagged as spam.

The primary advantage of using HTML email is that HTML allows for dynamic content and creative formatting.
Almost all email programs available today can receive emails in the HTML format; however, some programs do
not display HTML messages very well. Some users also choose to receive only messages in plain-text format or
block HTML images in emails.

The fact of the matter is that if you send your email messages out in HTML format, some of your subscribers will
be unable to view your message. Today’s email marketers would be wise to send out plain text e-mails, or offer
users the choice between receiving HTML and plain text messages.

Formatting Tips for Text Email

Just because you’re sending your messages in text format doesn’t mean your email can’t be visually appealing.
Follow these tips to get the most out of text-only email marketing messages:

        Use Subheadings: If your email will be more than 300 words long, insert at least one subheading.
        Subheadings break up the text and signify that a new topic is coming up. Subheadings also serve as great
        place markers for readers. If the reader turns away from his or her screen to answer the phone, the
        subheading will stand out and remind the reader where he or she left off. Ideally, every four or five
        paragraphs of text deserves a subheading.

        Paragraph Size: Break up your paragraph into bite-sized pieces of no more than 2 to 3 sentences. This
        helps break the e-mail up into sections and is visually appealing.

        Pay Attention to Characters: A standard line should be between 50 to 64 characters wide. This lends
        a professional appearance to the email and makes reading easier for the recipient.

        Use All Caps (In Moderation): Plain text emails do not include bold, italics, colored text, or underline
        capabilities. In order to highlight key points and differentiate the look of the email, you can use all caps
        in moderation. Try using all caps for a subheading or the headline of your article, for instance.


                                                                                                                   97
                                                                                                Table of Contents




Maximize your Profits with Email Marketing Presells

Email marketing presells work especially well for affiliates. In a presell, the affiliate directs subscribers to a page
on their site that “pre-sells” the customer on the product. Basically, the affiliate butters the customer up for the
sale by developing interest and desire. Then, the affiliate provides a link for the customer to click to “get more
information,” and that link directs the customer to the sales page.

In a presell, the affiliate educates the customer on the product’s benefits. If the presell is done correctly, the
affiliate will already have interest and desire in the product being sold, and the website’s sales page will close
the deal. In a sense, preselling is similar to traditional “pre-qualifying” because preselling helps affiliates sort the
prospects who are likely to buy from the prospects that have no intention of purchasing a thing. The customers
with a genuine interest in the product are then delivered to the site when they are ready to make a purchase.

Preselling helps build familiarity in a product and familiarity leads to trust. The number one reason many people
leave a website without buying the product is because they’re afraid of being ripped off! A customer who is
“presold” on a product is more inclined to buy because that customer’s trust and confidence in the product have
already been developed. A presold customer is already inclined to make a purchase because he or she is already
familiar with the product!

Affiliates would be wise to presell potential customers before sending them straight to the sales page. The more
trust and familiarity the affiliate can build in the customer during the presell, the more likely that the customer
will ultimately make a purchase and the affiliate will get paid!

The Personal Touch

Email marketing campaigns work best when the recipients see value
in the message and can quickly identify the benefit of taking action.
In order to make a sale, email marketers have to prove to their
subscribers that the product or service in question has value - and
the more perceived value the marketer can create the better. The
email marketer also has to build familiarity and trust with the
customer, which is best accomplished through repeated exposure
and quality messages and incentives that answer the customer’s
questions and explain how the product or service will meet the
customer’s needs.
                                                                                                                      98
                                                                                            Table of Contents




In order to present the product or service in a way that entices the reader to make a purchase, the marketer
must use everything he or she knows about the target audience to make the pitch. Sales pitches work best when
they are need-based – in other words, when the pitch is written to answer the eternal consumer question,
“What’s in it for me?”

Identifying the basics - the Who, What, When, Why, Where, and How - can help. For instance:

       Who is the customer?

       What products or services does the customer currently like? What about this product is better? What
        would it take for the customer to switch to a new product?

       When is the best time to reach the customer? When is the best day of the week? When are customers
        least likely to respond?

       Why would the customer be interested in this product or service? Why would the customer benefit from
        buying the product from me? Why would the customer want to buy from someone else?

       Where is the customer? Where are customers when they are reminded of their need for the product?
        Where are customers when they actually need the product?

       How can I best convey information about this product to the customer? How does the customer
        normally learn about new products or services? How will they pay? How much will they pay?

Big corporations spend billions of dollars each year to conduct this type of market research for one good reason:
the research works. By identifying the customers and their needs, companies can learn how to encourage the
customer to make a purchase without seeming pushy. Think about your product or service from the perspective
of the customer when you plan your campaign and write your messages. Try to really focus on telling the
customer what’s in it for them.

One great way to differentiate your emails from the other messages in your recipient’s inbox is to customize
your messages. Greetings like, “Dear Reader,” or “Dear Valued Customer,” are a clear indication of a mass email.
Instead, try using the customer’s name in the correspondence. Using their name makes the reader feel special,
and less like the target of a spammer. The trick is to convince your reader that your email was sent especially for
them – and that you can benefit them personally in some way.
                                                                                                                 99
                                                                                           Table of Contents




If you haven’t been keeping track of your customers’ names along with their email addresses, start now. An easy
way to get the customers’ names after they’ve already opted-in is to just ask. Send out a brief survey to your
customers asking for some general personal information about themselves and preferences about products.
Don’t ask for too much personal info – nothing more than a name, nickname, and website – and be certain to
offer a free incentive in exchange for completion of the survey.

Timing Your Campaign

The timing of your correspondence with your readers might not seem important at first, but timing can actually
play a big role in the success (or lack thereof) of your campaign. For instance, important emails that are sent on
a holiday or over a holiday weekend are not going to get as many reads. Any time recipients are unlikely to
check their messages for an extended period of time, (like over the weekend), they are going to experience a
build-up in their inbox. If there are too many messages in the inbox the next day, it’s quite likely that some
messages will be deleted without even being opened. Think about that from the perspective of your customer. If
you open your inbox on Monday morning and discover thirty plus email messages, are you going to read all of
the promotional mail or try to filter the messages and read only those that pertain to your job?

A good part of determining the best time to email lies in identifying and understanding your audience. If you’re
targeting stay-at-home moms or students, almost any time is fair game – even evenings and weekends. Readers
who are not working in an office all day every day are more likely to check their email frequently. Business
people, on the other hand, tend to check their email primarily during office hours. Businessmen are less prone
to check their email on the weekends, so a campaign targeted at business executives would be unlikely to
generate much response if sent on a Saturday.

The best way to determine the most effective time and day to send your messages is to test. Send out emails at
various times and on different days and see which messages generate the best results. As a general rule of
thumb, though, Tuesdays and Thursdays are the best days to email. More specifically, Tuesdays and Thursdays
between 9 a.m. and 3 p.m. is the best timeframe to email subscribers. During those times, most people have
extra time to review email without unusual levels of work stress or pressure. They’re caught up from the past
weekend and not yet preparing for the next weekend.

Again, testing and measuring the results of each campaign is the only way to establish the optimum time for
your messages – and different types of messages might work better at different times. Information about a
product launch is best sent during peak email reading time; however, a discount coupon or information about a
promotion will likely do well no matter what time you send the message.
                                                                                                               100
                                                                                              Table of Contents




Another possibility is to just email your subscribers daily. There are definitely pros and cons to daily mailings, but
the main idea here is, that if the recipient isn’t seeing your name in the inbox every day, he or she will be seeing
someone else’s.

If you think daily emails are overkill, but are uncertain as to how often you should be sending out messages, the
general consensus is that one to two messages per week is more than enough. Promoting your business is a
good thing, but sending out daily emails can come across as desperate, which is certainly not the image you
want to convey to your readers.

G. Top Five Advantages of Email Marketing
    1   Email marketing is cheap. There aren’t any paper, printing, postage, design, or envelope costs
        associated with sending out an email offer.

    2   Email marketing offers ways to track your conversion rate. Tracking software lets marketers quickly
        determine which recipients are buying and which aren’t.

    3   Email marketing is fast. This isn’t snail mail – when you hit send, your message instantly appears in
        potential customers’ inboxes. And of course, a faster distribution rate translates to a faster response
        rate.

    4   Email marketing isn’t passive advertising. Email marketing is active. Marketers can target customers
        that are already interested in their product or service and entice them to buy now, rather than waiting
        for the customer to find them on the Web. Email marketing campaigns can be designed and sent to
        cater to very specific niches of the target market.

    5   Email marketing provides constant exposure. Other types of advertising and marketing have a
        limited amount of time to work. Direct mail pieces end up in the trash, television viewers can change the
        channel during commercials, and popup ads are frequently blocked, but email marketing messages can
        be sent to the customer time and time again. Most Internet users check their email daily, giving
        marketers an opportunity to reach their customers every day.

The list of advantages could continue, but in the interest of brevity understand this: email marketing is an
effective means of selling your product or service online. Email marketing helps you keep customers coming

                                                                                                                  101
                                                                                        Table of Contents




back for more and gives you access to customers who are already interested in what you are selling. If you
choose not to engage in an email marketing campaign, you could be losing out on tremendous potential profits.




                                                                                                          102
                                                                                                Table of Contents




Chapter 7: Search Engine Optimization
If you’re going to spend all this time creating an online business and putting your best efforts into making money
online, shouldn’t people see your hard work. As you can probably figure out, one of the most important parts of
Internet marketing or nearly any kind of online money-making endeavor starts with visitors. If there are no
visitors, there’s no business, simple as that.

This is where the long and complicated process of gathering
traffic comes in. Unfortunately, there’s no warehouse where
you can just order and pick up traffic to visit your site or see
your products. You have to go find the traffic yourself, generally.
Ignore those who say that, for fifty or a hundred dollars at a
time, they can bring the traffic to you. Oftentimes these services
aren’t doing anything more than some simple techniques you
could perform yourself. You are smart enough for that, right?

Getting good traffic is the ultimate goal of search engine
optimization, commonly shortened to SEO. The term is what it
sounds like: you are changing and rearranging a website so that
the site performs well with search engines. When search engines can find and highly recommend your site, you
are guaranteed more traffic. The better your ranking, the more traffic you’ll generate.

SEO is important to those who need traffic for several reasons. Think about the last time you searched for a
term in a search engine. You got a page full of listings, right? Now, which listing did you click first? Did you click
the advertising first? Odds are you clicked the first listed website. Google even has the “I’m feeling lucky” button
so that you can quickly arrive at the first page that comes up in search listings.

If you only click the first few listings after searching for a term in a search engine, you are not alone. Studies of
search engine behavior have shown that, when most people use search engines, they generally only click the
first three listings or so. They don’t click the advertising and they often don’t search past the first page of results.
In this chapter, you’ll learn how you can use this behavior to your advantage and how to use SEO techniques to
bring in much-needed traffic.



                                                                                                                    103
                                                                                            Table of Contents




A. How Search Engines Work
Okay, so you go to your favorite search engine—and we’ll discuss some more of Web users’ favorite search
engines later—and you type in a word or phrase for which you want to know more information.
Congratulations, you’re just like almost every other Internet user out there. You use search engines to find
information. Not only that, you probably do this pretty frequently.

The SERP

You’ve typed in your keywords and you’ve hit the button.
The search engine then begins the process of getting your
results, compiling them on a single page, and showing those
results to you. How long does that take? In most cases, less
than a few seconds until you can find more websites about
Steve Guttenberg or whatever it is you’re looking for. Now
think about that page that comes up with your results. This
page is called the search engine results page or the SERP in
fancy Internet marketing lingo.

Most SERP’s have two or possibly three very important
elements you should remember: organic listings, sponsored
listings, and advertising. Advertising is a real no-brainer. If
your search engine has ads in the margins of the page or uses
contextual text-based advertising, these are ads, genius.
Sponsored listings are a little different. Sponsored listings
often appear towards the top of the page and are often
labeled as sponsored listings. These, too, are ads, cleverly
concealed to look like the regular listings on the page.

You’ll learn about how to use ads and sponsored listings in other chapters. For right now, however, we’re
focusing on the granddaddy of the SERP: the organic listing. Organic listings are the listings you can trust.
Nobody pays for organic listings. The search engines themselves choose the order of these listings. Organic
listings are ranked based on relevancy. The more a certain Web page relates to the keywords searched, the


                                                                                                                104
                                                                                               Table of Contents




higher that page’s relevancy is to those keywords. The more relevant the page is, the higher the listing is. See?
This isn’t rocket science.

Here’s a crash course in how search engines work. This information is important because this is the basis of
nearly all SEO techniques. Working with search engines is a great way to increase traffic. After all, you want to
be friendly and attract as much traffic as possible without having to work too hard to do so. Remember, too,
that search engine companies keep very good secrets. We can’t know for sure exactly how search engines do
what they do. Often search engine companies keep this information secret to avoid fraud. We can, however,
discuss what we do know about how search engines work and how they rank pages.

Spiders

Search engines use spiders when they retrieve information for their users. No, they aren’t using the eight-legged
kind. They’re using the programs made of 1’s and 0’s. These programs, called “spiders” or “bots” spend their
days, all day, every day, scanning the Web. They find various Web pages, look them over, and then move on to
the next site. They compile statistics and information about each of these sites in a giant database. This task is
called “indexing.”

                                                 Now that the search engines companies have this large
                                                 database of information, they can use this data to help their
                                                 users find what they’re looking for. So remember that
                                                 hypothetical search you did for the keywords “Steve
                                                 Guttenberg?” If you type those into a search engine, the search
                                                 engine scans its vast database, finds the sites that are most
                                                 relevant to those keywords, and then delivers those results
                                                 right to you.

                                                 Now comes the tricky part of the whole process: determining
                                                 how that website ranks those pages and determines which
                                                 pages are relevant and which ones aren’t. The whole point of
                                                 SEO quickly turns into a relevancy game. If you want your
                                                 listings to be on top, you have to give the search engine’s what
                                                 they want in order to call your site relevant. In return, they’ll list
                                                 your site high in organic listings where you can enjoy lots and
                                                 lots of traffic that you don’t have to pay for.
                                                                                                                   105
                                                                                         Table of Contents




In the next section, we’ll discuss the various strategies you can use to increase page rank and thus increase
traffic. However, we should mention a little something about the various search engines. Google is not the only
search engine in existence. While Google is extremely popular worldwide, there are still plenty of other sites
that garner thousands, hundreds of thousands, and millions of hits each day. You wouldn’t want to ignore these
sites, would you?

For the most part, search engines frequently play by Google rules with only a few exceptions. Google, as we
mentioned, is hugely popular in both the United States and the world as a search engine. Depending on how you
measure and where you get your data, Google garners between half and three quarters of Internet traffic.
Google isn’t the only site that uses Google search technology. Doing a web search on AOL or MySpace will get
the user Google results.

Yahoo! is a somewhat distant second, both in the U.S. and worldwide. Because of the rapidly changing search
engine market and the barrage of companies who are looking to purchase each other, this data can quickly
change. However, several other very popular search engines include Windows Live Search which replaces the
old MSN search. This technology is created and owned by Microsoft. Other companies include Ask—formerly
AskJeeves—Lycos, AOL, AltaVista, and InfoSpace to name a few.

B. Search Engine Optimization Strategies
So now you know what search engine optimization is and you now
know basically how search engines find results for their users. In
this section, we’ll go over the meat and potatoes of the issue,
namely how to use SEO to your advantage. In this section, we’ll
discuss actual strategies for increasing search engine rank and
relevancy of your particular website.

Website Creation and Design Strategies

Some people have a hard time understanding this concept, but
try very hard because this topic is very important: what you build
to go into your site will eventually make a huge difference as to
whether search engines actually see that site. Build a site from the


                                                                                                              106
                                                                                              Table of Contents




ground up that’s search engine friendly, and you can see increased ranking and traffic. Make your site unfriendly
to search engines and you’re screwed.

        Implement SEO in Every Step
        Your first strategy is to build SEO into every level of a website, from the ground up, starting with the
        domain name. You’re more likely to get more and better traffic if you choose a domain name that
        accurately reflects the keywords you’ve chosen to optimize (more on that later). If your site is about
        grooming dogs, dog-grooming-network.com is much better than, say, SuperFloom.com. If you can,
        always choose a .com domain and make sure your domain has a common keyword that you want to
        optimize like “dog grooming” or “pet grooming.”

        Decide on Static or Dynamic
        The next thing you want to do is figure out the technology behind your site. Are you going to write static
        HTML pages? Are you going to use dynamic features like JavaScript or PHP? How are you going to make
        your site? The thing is, search engine bots don’t read dynamic sites very well, though simpler dynamic
        sites are usually okay. Bots will not read a page with a session ID.

        Avoid Frames
        Frames are not only old fashioned, they have significant disadvantages and can be hard for bots to read,
        so avoid them altogether. Bots won’t read embedded JavaScript, and they don’t read Flash. In fact, Flash
        should probably be avoided by pretty much everyone because of the problems the program can cause
        for someone trying to drive traffic and keep people interested in their sites once they arrive. Since you
        want to be as friendly to bots as possible, try to keep your site free of dynamic elements and rely mostly
        on text and links which bots can easily search and index.

        Link, Link, Link
        Links are also important to maintaining high rank on search engines. The one thing we do know about
        Google bots is that they very seriously take into account links both to and from a particular site and they
        include those links when considering page rank. In short, you need to have a lot of credible links within
        your own site. Also, the more credible sites that link to your site, the higher your ranking will be. This is
        where link exchanges will benefit your site in terms of rank. The more credible links go to your site, the
        higher your site’s reputation. The higher your reputation, the higher your page rank will be.


                                                                                                                   107
                                                                                             Table of Contents




        Anchor Text
        Another important aspect of linking is anchor text. If you didn’t already know, anchor text is that text
        that appears as a hyperlink within text. Let’s say you’re reading along and you come across the words
        “click here” that are underlined and very clearly a hyperlink to another website. Anchor text can make a
        difference in page rank as well. When you use keywords within anchor text, both to and from your site,
        Google and other bots will index that text and use those keywords to determine page rank.

        Using the term “click here” isn’t necessarily a bad thing. After all, studies have shown that people are
        more likely to click on links that give ambiguous directives like “click here.” The downside is that this
        phrase isn’t very good anchor text. It doesn’t tell the bots anything about the link and doesn’t ascribe
        additional keywords to that link. When others link to you, be sure their links have appropriate anchor
        text, including keywords or important phrases.

        Image-Based Links
        Another element to avoid is the image-based link. Some people love using image map navigation
        because they think it looks cool. Unfortunately, bots can’t read pictures. Also, bots can’t read your Flash
        or Java-based navigation, either. Stick to the old basics. Make sure you use mostly text-based navigation
        at all costs. Include full text-based navigation on each page, even if you use an image map or some sort
        of Flash navigation. This makes navigation easier for users and easier for bots to index.

Tags

Now you can begin to include some tagging within the code of your actual page. There was a time when SEO
professionals thought that this code was the most important part of SEO. Today we know that this code, while
helpful, isn’t a substitute for optimizing the entire site. The following code elements should be added to your
site, either by you or by the professional you’ve hired to create your site.

Meta Tags

Meta tags work a lot like keywords, though those keywords are embedded directly into code. Unless someone
reads the code of your website, you’ll never see those tags when you browse to a site, but the bots see these
tags and consider them when deciding page rank. Meta tags should be 10 to 12 words that describe your site
accurately. You should also put meta tag words and phrases within the text on your site, too. Bots will think your
content is more credible if the content and the meta tags match.
                                                                                                                    108
                                                                                               Table of Contents




Page Description

The page description is a short paragraph you embed into code that is also for the eyes of search bots only.
Sometimes these page descriptions will end up on a SERP as the description for your site, but not always. In
essence, you want to take a few sentences to describe what your site is about using as many keywords as you
can.

Title Tags

Some people forget to put a title tag on their website which is a very stupid thing. First, bots look closely at title
tags. They are easy to put in and simply require you to give a Web page a name. Ideally you should use as many
keywords as you can in the title tag, and you should put important keywords as close to the front of the title as
possible.

C. Other Page Elements to Increase Rank
There are a few other things you should build into your site as soon as possible. These elements make your site
friendly to Google, for the most part, which dominates the search engine market. If you want to be friendly with
Google, you should take some extra care in the design of your site. Here are some of those elements you might
consider adding.

Sitemap

A sitemap is looked on kindly by search engines. Somewhere in your navigation structure, and especially on your
index page, you should put a link to a sitemap. On the sitemap page, make sure you have a text-based link
structure that shows the main pages and sub pages on that particular site. These pages are fairly easy to create,
and can sometimes be done with programs that will build sitemaps for you. The benefit, though, is that bots will
crawl these extra links and possibly increase your rank.

Contact Us Page, Privacy Policy and/or Terms of Service Pages:

A site that cares enough to post a privacy policy and a terms of service page is considered highly credible, at
least by Google standards. The mere presence of these pages can have a great effect on the ranking of a
particular website under the auspices that a site that has a privacy policy isn’t trying to spam or manipulate
                                                                                                                    109
                                                                                                 Table of Contents




anyone. Listing your own privacy policy and terms of service page may be a good way to increase Google
ranking. To do this, simply put a few links in the footer of every page. Provide links to your privacy policy, terms
of service page, contact us page, and home page on every page on your site. This relatively simple task will
increase the “bot friendliness” of your page.

ALT Text for Images

Finally, be sure to include ALT text for every single picture that appears on your site. What’s ALT text? “Alternate
text,” as the term is also known, is a way to add code to pictures online that give keyword and descriptive
information for images. Why? For marketing purposes, alt text gives clues as to what the picture is and what
keywords or tags to associate with that picture. Remember that Google bots can’t read pictures. They can only
read text and links. By adding keywords and a description to every picture you use on your site, you are making
your site friendlier to search engine bots. You’re also making navigation easier on visitors to your site, too,
especially if they have pictures turned off or are visually impaired. Also, by using ALT text, you may be able to
bring in traffic through images searches through search engines like Google Image Search.

Full Navigation on Every Page

Finally, you should put full navigation on every single page in your site to make the site friendly for bots. At the
very least, you must avoid the dangling page trap. A dangling page is a page you reach through some link but
have no way to follow any more links to get to other pages in your site. One way to avoid this is to add simple,
text-based navigation to every page. This makes the search engine bot’s job easier. This navigation doesn’t have
to be complicated and can even be tiny text within the footer of the page. The point is that the links should be
there.

Content is Key – But Killer Content is King!

One of the most important parts of your site is going to be content. While you can do all the SEO tips and tricks,
all of the SEO strategies in the world won’t make up for a lack of content in your site. After all, if visitors arrive to
your site and don’t see anything worth looking at, they’ll feel free to leave. Your goal is to make them stay,
obviously, and hopefully take some sort of specific action like clicking on ads or affiliate links. This means that
your content is the key to the success of your site.



                                                                                                                     110
                                                                                             Table of Contents




First, as we’ve mentioned before, there are a certain number of links you should provide on every single page
within your site. At the very least, put a link to the home page, privacy policy and/or terms of service page, and a
contact us page on every page within your site. Even better, include full navigation to your site on every page. Of
course, if your site is very large, you don’t have to put a link to every single page, but you should try to get the
main subcategory pages. Once the user clicks on those they can get to more specific topic pages. Also, including
a link to a sitemap and FAQ page is also a good idea.

Be sure your content is first rate. If you’re generating
your own content, make sure the spelling and grammar
are impeccable. After all, you want to impress your
audience, not make them pity you. If you’re using the
content of others, be discerning. If you’re syndicating
articles from free sites, or are using syndicated blog
articles, make sure you read them first and know they
are good writing with credible information and sources.
After all, you don’t want your readers to lose faith in your
site.

Avoid plagiarism and duplicate content at all costs. If
you’re going to be using content from others, that
content must be in the public domain or you should have
direct permission to use that content. Even if you use
someone else’s content and attribute the content to them, if you don’t have permission, you’re committing
plagiarism. When it doubt, ask permission of the author before including any content. Some fair use, like using
short quotes, is okay. For example, if you want to take a two sentence quote from an article, this is considered
fair use of that content if you attribute your source. Passing off the content as your own, however, is plagiarism
and should be avoided.

When finding, buying, or using online content, you should make sure that all content contains good, usable
keywords, hopefully keywords that are optimized throughout the site. This seems like a real no-brainer, but
some people forget. In order to gain rank, you want to have a large stockpile of good content that is keyword
optimized. The larger the site, the higher the ranking in Google, generally, so use this to your advantage.

Last but not least remember simplicity is an important element of any page. Google loves simplicity and rewards
this characteristic with higher page ranking. Simplicity can mean good, clean design that’s free of Flash
                                                                                                                111
                                                                                            Table of Contents




animation, JavaScript applets, and a clutter of images. Simplicity of text means short articles that use bold and
italicized text, as well as headings to break up text and make text more readable. Simple design will not only
attract and hold site visitors, these design principles are also bot friendly.

Keywords and Keyword Tools

The term “keyword” is one of those indefinable words that can
mean many things to different people. After all, we all know what
a keyword is in the global sense: a keyword is a word or words that
sum up the topic. When using search engines, we know what a
keyword is: that word or phrase we type into the box then search
for. However, for Web marketers, there are a lot more subtleties
that go along with the term keyword. After all, keywords can make
or break your site and how your site functions.

We should point out that what you consider to be keywords and
what Google considers keywords can be two different things. While
you insist that your website fully optimizes words like “nutritional
supplements” or “herbal supplements,” Google and other search
engines may feel differently. When Google indexes your site, the
keywords they find may be much different than the keywords you
intended to put in. When creating content for a website, your job
becomes keeping on top of your content, knowing keyword
density and optimization strategies for every word.

So what’s a keyword? Keywords, to the search engine bot, are those tangible words, mostly nouns but also
verbs, adjectives, and other supportive parts of speech that are the most prevalent within a site and define what
that site is actually about. The best strategy for having optimized keywords is to control those keywords yourself
rather than letting them control you. That’s why you should aim for a keyword density of about 4 to 5%. That is,
if an article has 200 words, 8 to 10 of those words should be your keyword or phrase.

        Picking Keywords
        How do you know which keywords to optimize? Ideally you have a topic in mind for your site and you
        presumably have a long-range marketing plan that also probably includes affiliate marketing or paid
                                                                                                                112
                                                                                            Table of Contents




        advertising, or both. However, you should know that some keywords are far more competitive in the
        marketplace from others. For example, keywords like “weight loss” or “mortgage” are highly
        competitive. More and more people use those keywords for their paid ad campaigns and are probably
        also optimizing their sites for these keywords. If you use popular keywords, expect to have some stiff
        competition from others.

        Here’s one way to check the keywords of any website or any of the content you’re using. Google
        provides a great online tool that checks the keywords within your content or website and analyzes how
        Google would examine this content if a Google bot were to encounter it. This tool is called the Google
        Keyword Tool. Simple go to adwords.google.com/select/KeywordToolExternal and click on “Website
        content.” You can enter a website URL or enter your own text into the text box.

         Google will then spit out the keywords within that text or website and also shows you the AdWords
        competitiveness of each Keyword below that. The idea is to integrate this tool into their AdWords
        service. You can also download a complete list of your keywords by clicking a link at the bottom. The
        idea is to use keyword tools like this—which is, by the way, free to use—and get a sense of your
        keywords before you commit to posting your content online. Also, try downloading the Google toolbar
        (toolbar.google.com) which can show you the page rank of every single site you visit along with showing
        your related sites based on the keywords of that page.

Tips for Selecting Killer Keywords
There are several strategies you can take if you want to get a lot of traffic from search engines in areas that
aren’t nearly as competitive for rank as optimizing for very popular keywords. Here are some of those strategies:

       Start with the obvious: If your website is about classic cars, one of your keywords should probably be
        “classic cars,” “antique cars,” or “vintage cars,” or all three of those. Just because a certain keyword is
        competitive for rank doesn’t mean you shouldn’t use that keyword in a big way. Remember that people
        will want to get to your site in the most obvious way possible. If people are looking for classic cars,
        they’ll search for “classic cars.” They’re not going to be searching for “vintage automobile model” or any
        of the other off-key keywords you may want to optimize.

       Examine the competition and do a little better: Essentially you’ve got competition with many others
        for high ranking. Search the search engines and find your competition. Look over their sites and


                                                                                                                113
                                                                                           Table of Contents




        keywords. Now, do them one better. If you can do as well as a well-optimized site or even optimize
        better with better keywords, you’ll muscle your way up the ranks faster.

       Try misspellings, typos, and split or merged phrases: This is one method that’s become more and
        more popular over the years but is still worth mentioning. People can be very bad spellers. If you type a
        keyword incorrectly, words like “Google” become “Goggle” or “Googel.” Merged phrases are also worth
        considering. Some people might search for “website,” but others will search for “web site.” If your term
        is merged, try optimizing the split phrase and vice versa to attract even more visitors.

       Try using singulars, plurals, and hyphenations: Optimizing the word “potato,” won’t get you nearly
        as far as optimizing both “potato” and “potatoes.” Optimizing “alumni” and “alumnus” will get more
        traffic from people who search for both the singular and the plural. In both these cases, the spelling of
        the plural is very different from the singular form. Another example of spelling changes includes words
        like “ecommerce” which can also be spelled “e-commerce.” If a word can be hyphenated, you might
        want to optimize both spellings for maximum traffic.

       Remember case sensitivity: Search engine searches are case sensitive, so using a variety of case
        sensitivity changes can make a difference to bring in more traffic. For example, spelling proper nouns
        like “Montana” or “Steve Guttenberg” works if the user is searching with capitalized spelling. If they
        don’t, you might want to also include lowercase keywords like “montana.”

       Optimize your brand and the brands of others: People often search by brand name because
        branding can be a very powerful tool. For example, if you wanted to look for “facial tissue,” you’d be
        inclined to search for “Kleenex.” Ideally you’ll want to optimize your own brand name fully so that
        people can find you. Also, you might try optimizing the brands of your competitors. If someone is
        looking for your competitor, they can then find you.

Here are some strategies for fully utilizing keywords within your site. Remember, too, that you should aim for a
keyword density of about 4 to 5%, meaning your keyword or phrase should take up about 4 to 5% of the word
count of your content. Here are some other ways to emphasize keywords that search engine bots will notice:

       Use keywords in links: Whenever you generate a link, try and use keywords within that link. The words
        that appear as a link are called anchor text and are measured and indexed by search engine bots. Google
        and other search engines examine the anchor text of each link as well as the link’s location. Using good
        anchor text can increase the number of visible keywords on your site.
                                                                                                                 114
                                                                                            Table of Contents




       Use bold and italics to emphasize keywords: Google bots also search for emphasized words and
        phrases like bold and italics. If you’ve got a keyword to optimize, try throwing in some emphasis like
        bold or italicized text. Avoid underlining emphasized text. When the typical user sees underlined text,
        they assume that text is a link. Try not to fool your readers and avoid underlining with the exception of
        links.

       Use heading tags and include keywords: Search engine bots not only check the text of a page but
        also the formatting which is why we’ve already suggested using bolded and italicized text. Also use
        headings that involve keywords. Not only will you break up text and make that text more readable,
        you’re also adding emphasis to keywords. If possible, be sure and use <H1>, <H2>, and <H3> HTML tags.

       Use keywords in file names: If you upload photos, videos, word processing documents, PDF files, or
        any other kind of file, be sure and use keywords in your filenames. While you might find it tempting to
        use the phrase “picture1” to name a picture file, you’d be better off fully describing the file by using
        keywords in the file name like “weight_loss_supplement_bottle.”

       Generate volume: Over the years, websites with more volume have tended to garner higher page rank
        which means that the more pages and content you can cram into your site, the better. Of course we
        don’t mean make your pages busier or more crammed with information because this could actually
        harm rank. The more separate pages you have that are optimized, the higher your rank. Spending extra
        time to add content on a regular basis should, in time, increase page rank.

       Only optimize a few keywords per page: Some people feel that if they optimize one keyword on a
        page, they should try to optimize ten or more keywords on a page to maximize the benefit.
        Unfortunately this won’t help much. For this reason, you should try to only optimize only one to three
        keywords per page. If you want to optimize more, you’re going to have to add separate pages.

D. Getting Your Site Listed or Indexed
In order for people to see your site through search engines, those search engine have to know that your site is
there. If they don’t know or aren’t aware of your site, they can’t suggest the site or its keywords to anyone.
Getting a new site indexed can be a real challenge for some, especially since some search engines are in no
mood to listen to you when it comes to the sites they index.


                                                                                                               115
                                                                                            Table of Contents




Your first step in getting a site indexed might be to go directly to a particular search engine and manually add
your site in hopes that the site will be indexed later, and many search engines allow you to do this. The problem
is that direct submission is almost entirely useless. Some search engines don’t care enough to index all the
sites that do free submissions. Others, like Google, simply get around to your site when they get around to it and
are in no hurry to index your site right away. Google tends to wait on certain sites and index them when there’s
enough links to that site to make the bot search worth Google’s time. Because of this, direct and free
submissions of content are almost entirely useless.


                Next you can try a paid inclusion. If you pay for advertising with Google, for example, they will
                make it a point to index the site for which you are advertising. Other, smaller search engines will
                do something similar. Some search engines will require you to pay for inclusion no matter what.
                In any case, paid inclusion may be worth your while or it may be a waste of money. This
                depends largely on the type of site you have and how you are optimizing that site for more
                traffic.


Where to buy text link ads:

       Ad Engage
       Text-Link-Ads
       Text Link Brokers
       Link Adage
       Adster

There are free methods of inclusion you can use if you are on a budget. The problem with free methods is that
they can take some time, weeks in some cases. You’ll have to resolve in your mind which is more important:
having the money or having the traffic.

Link building is one strategy for inclusion in Google but also in other search engines. The idea is to generate
incoming links to your website, enough so that the site increases in credibility and is therefore worth indexing.
Link sharing is one way to do this. By contacting other website with a similar theme, you can ask for a link share.
You will link to the other site, and the other site will link to you. Both sites increase their visibility and the
number of incoming links. Generally most webmaster will share links with the right people and all you have to
do is ask.
                                                                                                                116
                                                                                             Table of Contents




As we’ve mentioned before, there are lots of ways to build links. You can submit your link in web forums
dedicated to a particular topic. Blogging and trackback links are another way to generate some links and buzz for
a particular site. You can also post links in comments of blog posts, social bookmarking, and social networking
sites. Combine many of these methods with link trades and you can generate a lot of links to your site in a fairly
short period of time.

A word of caution: When generating links, one thing for which you must
beware is the Google sandbox, a term that describes the problems facing
frequently-changing and popular domain names. For example, if your
domain name has been frequently used before and is again changing hands
and changing content, Google has a tendency to put these sites on hold
rather than index them. Why? Google’s main aim is to provide good content
 to their users and these sites may compromise this ideal. As such, they
often hold these sites rather than include them, mainly as a way to avoid
spamming and bad content.

Directory Sites

Another method you can use to entice search engine inclusion is to try directory site inclusion. Directories, like
the famous Yahoo! directory and the Open Directory Project, will accept submissions to their ranks. The
difference is that these sites rely on human editors rather than algorithms to generate their links. If your content
is good, inclusion on a directory site can generate links and the interest of other search engines. Inclusion in a
directory, in and of itself, can also generate plenty of traffic.

There are free directory lists all over the Web. There are also paid directories. Most Internet marketers find that
a mix of free and paid directories yields the best results. For the best results, select directories that:

       Relate to your product

       Are frequented by your target audience

       Attract heavy traffic



                                                                                                                117
                                                                                              Table of Contents




E. Black Hat vs. White Hat
With all your newfound SEO knowledge, along with the tips and tricks you’ve been reading about online, you
may generate a lot of free traffic over time. Ideally this is what you want, a steady stream of traffic that you’ve
gotten, in essence, for free from organic search engine results. However, in the worst case scenario, you may
not be so lucky. You may also be banned from a search engine for your actions.

Search engine bans are more than likely the result of black hat
SEO techniques, a term stolen from computer hackers to denote
the type of computer “hacking” they do. Black hat hackers do it
for destruction. White hat hackers, on the other hand, do it for
better security of the site and better security measures overall.
Conversely white hat SEO uses all the legal and Google-approved
SEO methods available for increasing page rank. Nearly all the
methods listed in this chapter are considered white hat methods.

On the flip side is black hat SEO, those techniques that Google
and other search engines define as “spam” or intrusive methods.
There is a certain amount of grey area between the two, but you generally won’t know if your methods are black
hat until you are banned altogether. Google actively bans sites that use methods for which they don’t approve.
If you use certain spam techniques or deceptive techniques, you could be banned. Below are some of those
practices you should avoid.

Cloaking and Doorway Pages

These pages are problematic because the reason they exist is simply to be deceptive, not to improve the
experience for the visitor. In essence, these techniques require creating two index pages for your site. On page is
viewed by the Google bot and is packed full of keywords, links, and is simple and easy to use. The other page,
which is seen by actual visitors, isn’t so Google friendly. Webmasters use this technique to drive a lot of traffic,
but if caught by Google, they could be out of search engine traffic altogether. Some people say you can use
these techniques so long as you take steps to avoid getting caught. However, there’s no guarantee that your
ruse will work, and you may end up with a costly ban anyway. Avoid this technique at all costs.



                                                                                                                  118
                                                                                              Table of Contents




Link Farms

Association with links farms is a bad idea all around. A link farm is a website that is simply a collection of links
and not much else. Some link farms sell links to people who unwittingly hope that this link will result in a higher
page rank. It won’t and could even lead to a ban if the offense is great enough. Associating with, linking to, and
getting links from a link farm is bad all around. Avoid these at all costs.

Spamming

If you’re a known spammer—that is, you are known for sending out spam email or participate is websites whose
sole purpose is spamming—then you risk a Google ban. Remember that spam email is unsolicited email. Never
send out emails to those who haven’t “opted-in” or given their consent for email messages. Also, spam sites—
sometimes known as “spamdexing” sites—are those that try to manipulate SEO rules to increase page rank for a
site that has little to no content, nor has anything to do with the keywords being optimized. Avoid any and all
overt spam techniques at all costs.

The good news is that reinstatement is possible, though not automatic. If you don’t play by Google’s rules and
get caught, they will remove you from the ranks. If you don’t make any effort to change the offending material
or improve, they have no reason to reinstate you. For some people, a Google ban may not be that bad,
especially if you’re getting traffic from other places. If you’re depending on search engine traffic, however, this
can be a real traffic killer. Reinstatement is a slow process, but generally starts when you contact the search
engine and beg forgiveness. Show proof that you’ve removed offending material and wait. While Google doesn’t
have a set grievance policy for banning, Yahoo! does. Hopefully with time your page will be reinstated to the
ranks of the search engine.

F. Appearing Natural to Search Engines
If you are utilizing a site that might arouse Google’s suspicions, there are steps you can take to prevent getting a
lower page rank. One of the easiest precautions you can take is to include these elements on the page:

       Comments

       Forums

                                                                                                                  119
                                                                                             Table of Contents




       Guestbooks

       Bookmarking features

Even if the site offers very little useful information to the consumer (i.e. a blog that uses a content generator),
incorporating these elements on to the page will lead Google to believe that your page is natural. While adding
these elements doesn’t guarantee that your page rank will increase or even stay the same, every little bit helps.

E. SEO Resources:
www.fantomaster.com

www.seoblackbat.com

www.seobook.com

www.stompernet.net




                                                                                                                 120
                                                                                               Table of Contents




Chapter 8: Pay Per Click Advertising and Search Engine
Marketing
If you want traffic, you’re going to have to pay for it. It’s just that simple.

Unfortunately, this is how the system works these days. If you want to try to build traffic little by little spending
nothing or next to nothing on promotion, you’re going to be a sad sack indeed. While using SEO methods is a
good idea and might potentially bring in more traffic as a result of keyword optimization, tagging, and website
design, all the SEO in the world won’t bring in the kind of traffic that a well-planned paid search engine
campaign will bring in.

In this chapter, we’ll examine the various paid campaigns that go
along with Search Engine Marketing (SEM), especially Pay Per Click
(PPC) advertising. SEM, in a nutshell, is a fancy acronym that simply
describes all the various ways you are going to market using search
engines. Does this mean you’ll use SEO to increase the site’s
visibility? Will you purchase traffic using PPC? Will you purchase
other types of online advertising, like directory listing or sponsored
listing? Everything you do to market to search engines is part of
your SEM plan.

So why do people rely so heavily on SEM in order to drive traffic to
their sites? Well, search engines are just obscenely popular with
users. More people will click through results on a search engine as a way to find what they want than any other
type of way people arrive at websites. This means that, if your average user wants to know about a particular
topic, he or she will look at a search engine first. This is where you, the marketer, come in. You want to take
those people and get them to your site as quickly and cheaply as possible.

In this chapter, we’ll examine various SEM techniques and, more specifically, PPC. You’ll find out about the
confusing soup of acronyms marketers use to discuss search engine marketing and what each of these terms
means for you. We’ll also dive right into strategies to maximize SEM to get the greatest benefit at the lowest
cost.


                                                                                                                   121
                                                                                             Table of Contents




A. The Alphabet Soup: Sorting out SEM
The list of acronyms is long and tedious, but that’s just the way some of these web marketers talk. If these
people can make a snappy acronym of about three or four letters, they will. If you’re a beginning marketer,
you’ll want to know what each of these terms means because you’ll probably come across them many more
times. If you’re already familiar with SEM technology, you might want to skip ahead to SEM and PPC strategies
for success.

       CTR (Click Through Rate)
       This number is generally expressed as a percentage and is the number of people who eventually “click
       through” or take a desired action (like clicking on an affiliate link) compared with all people who visit the
       site. So, for example, if 1,000 people visit the site and 100 of them take the desired action and click
       through, you’ve got a CTR of 10%. This number doesn’t describe how many people actually follow
       through on a purchase, though. This is a different term.

       CPM (Cost Per Thousand Impressions)
       This term means just what it sounds like, the cost of one thousand impressions or displays of
       advertising. Because advertising models are so different based on the advertising service used, this can
       mean different things to different advertisers.

       eCPM (Effective Cost per Thousand Impressions)
       Much like CPM, eCPM is an advertising term that indicates the cost per thousand impressions, but also
       makes some adjustments for other factors. For advertisers, eCPM means the maximum cost you are
       willing to pay for one thousand impressions, either on the search engine results or published on the
       pages of others. For publishers, eCPM compares the effectiveness of ads. This term is used mostly with
       Google AdSense and AdWords and can be confusing for the beginner to understand.

       CPI (Cost Per Impression)
       This is an advertising term that describes a method of online advertising different from PPC. CPI is an
       older payment method, though still used today, where advertisers pay based on the number of times
       the ad is displayed for the eyes of others rather than for the number of times that ad is clicked. So, for
       example, if you pay a website $50 to display your advertising 1,000 times, your CPI would be $0.05,
       regardless of whether anyone takes action on your ad or not.
                                                                                                                 122
                                                                                       Table of Contents




PPC (Pay Per Click)
This term is used to describe an advertising model where advertisers will pay based on the number of
people that click on an advertisement. Let’s say you purchase an ad at the cost of $0.05 per click. If
1,000 people click on that ad, the advertiser will pay $50.

CPA (Cost Per Action)
This is another type of marketing method that doesn’t rely on the number of clicks or the number of
impressions but the number of visitors who take a desired action. This model is especially popular with
certain affiliate programs like financial products. In essence, the CPA is the amount of cost for a desired
action to take place, like making a sale or signing up for an email list. As an advertiser, you might offer
publishers and affiliates $5 for each person who signs up for your email list, making the CPA $5. Those
who merely click on a link but don’t sign up won’t cost the advertiser anything.

CPC (Cost Per Click)
This term is very similar to the term “pay per click” and can sometimes be used interchangeably with
PPC. However, there is one exception where CPC can be used differently: the description of cost. While
PPC is a term used to describe the advertising method, CPC describes how much the advertiser must pay
for each click-through generated rather than just the number of clicks generated. So, for example, if a
website receives 1,000 clicks from PPC advertising and, of those, 50% click through, then you’ve got a
50% CTR. If you paid $50, then your CPC would be 50$ divided by 500 click-throughs, or $0.10 per click.

ROI (Return on Investment)
In advertising terms, this term describes a comparison between two numbers: the amount spent on
advertising versus the amount gained. ROI, however, isn’t just an advertising term and can also describe
any kind of business investment. Let’s say you paid $50 in advertising. From that investment, you gain
$100 in revenue, meaning your ROI would be $50.

Conversion Rate
If you are going to keep records of how well your site is doing, and this is always a good idea for the
marketer, you should pay close attention to conversion rates. This term is a way to describe the ratio of
people that take a desired action versus all people who visit and is usually expressed as a percentage.
Let’s say you’ve got an affiliate site that draws in 100 visitors and, of those, 5 take the desired action like
clicking an affiliate link, your conversion rate is 5%.
                                                                                                            123
                                                                                            Table of Contents




        As you begin navigating the world of SEM, you’ll come across many of these terms, so memorizing them
        and becoming familiar with what they mean is a pretty good idea. Some PPC companies are better at
        giving you this kind of information than others. For example, Google provides a lot of tutorials and FAQ
        guides to people who use AdWords, enough so that you could learn a lot about PPC just by reading their
        free tutorials on AdWords. Other companies assume you’re already a pro.

        Click Fraud
        Click fraud has turned into a nasty little problem with online marketing. Click fraud is a term to describe
        clicks on PPC advertising that isn’t actually interested traffic. Some people use click fraud to defraud
        their competition and cost them more money. Some use click fraud to defraud advertising companies in
        order to make more profit on published ads. Some just use click fraud for kicks.

        Whatever the reason, click fraud can take the wind out of the sails of any online marketer. By closely
        monitoring the traffic you do get through any online campaigns, you can take control and stop click
        fraud. You can also purchase software that will monitor your PPC campaigns and alert you of possible
        fraud. If you suspect click fraud, you always have the option of suspending your campaign and reporting
        possible fraud. Click fraud is one major reason why any online marketer or advertiser should pay close
        attention to the traffic generated by their advertising.

B. Pay Per Click Strategies
So how do all these complicated acronyms fit together into a strategy to bring you more traffic? As you already
know, PPC is a paid way to bring in traffic. You’re going to be spending some money and you’ll probably have to
use a bit of trial and error to find the keywords, ad copy, and placement that maximizes your benefits. In this
section, we’ll discuss some of those PPC strategies and how you can use them to increase traffic and possibly
generate income.

Writing Ads that Get Traffic

Writing an AdWords ad can be a tricky proposition. You don’t have very many words to try to influence and
inspire people to visit your website. This applies to other companies as well. Since contextual ads are becoming
the new norm of PPC, companies have space concerns. The less text you use to advertise your site, the more ads
they can fit on their pages. Large picture ads take up so much space that only a few of these ads can appear on a
site at a time. However you can cram dozens of text ads on a single page without anyone batting an eyelash.
                                                                                                                124
                                                                                           Table of Contents



Here’s an example of an AdWords contextual ad:

                                    Luxury Condos in Chicago
                                    Close to Downtown, energy efficient
                                    With exceptional views of the lake
                                    www.ChicagoLuxuryCondos.example


You’ll notice several things about if, first that the ad is very short. Using AdWords, headlines can only be 25
characters, lines one and two can both be 35 characters, and your display URL can only be 35 characters. Your
destination URL, however, the URL where visitors will eventually end up, can be up to 1024 characters. This is
great for affiliates who have very long and complicated URL’s to use.

Your job becomes writing good ads with very little to work with. This is an art in and of itself. So many PPC
campaigns begin and end with poorly planned writing and wording strategies, so there is some learning that
must be done over time to get the write wording down. However there are several strategies you should use to
keep your ad effective with huge impact and a big CTR or click through rate (see above). Here are some of those
tips:

       Try negativity and unexpectedness: When people see AdWords ads, they have a certain expectation
        as to how the ads will read and look. When they see an ad that’s unusual and unexpected, they are
        more inclined to click and find out who would write an ad that would use that wording. For example
        “DON’T buy our product until you’ve tried all others. Ours will actually work,” is one example of
        negativity in action. Here’s another: “You will NEVER make it rich… unless you buy my system.”

       Use power words early and often: Obviously you want to emphasize your keywords but also you want
        to surround keywords with power words that are memorable and elicit some sort of emotion in the
        reader. The difference between “Our product is better than the competition,” and “Our product
        CRUSHES the competition,” is huge. Using action verbs (run, crush, excel, dominate, perform, etc.) is
        preferable over ambiguous or being-verb sentences (using forms like is, are, was, and were). Also, rich
        adjective use is also advisable. Instead of saying “Chicago condos,” we say “beautiful, luxury Chicago
        condos,” or something similar. Packing in good and descriptive adjectives is one way to attract attention.

       Play up emotions, especially fear: In an earlier chapter, we discussed sales letters and the power of
        using emotions like fear as a sales tactic. The fact remains that fear is a very powerful motivator for

                                                                                                              125
                                                                                          Table of Contents



        people. Phrases like “Don’t get scammed,” and “What you don’t know about our competitor’s product
        could harm you,” are ways to play on fear. You want to remind the viewer that you understand their
        fears about being harmed, being scammed, and being lied to by online companies. You also want to
        assert yourself as the company that would do no such thing, offering them some relief from the fear
        that, let’s face it, you caused. This method is very, very effective.

       Make words jump off the screen: The unfortunate part of using AdWords and other PPC advertising
        companies is that you don’t have a lot of formatting choice when creating your ads. For example, if you
        see bold words in AdWords ads, it’s not because the advertiser has put them there. That’s a result of
        Google’s ad-bolding feature, a feature that automatically puts words you’ve searched for in bold. Google
        won’t let you create underlined, bold, or italicized text. The combination of using action words,
        occasional words in capital letters, and attention-grabbing language will make the words fly out at
        viewers.

       Write attention-grabbing headlines: Writing a headline is like writing the first chapter of a novel. You
        want to reader to want more. A headline like “Quality Auto Parts” doesn’t command a lot of instant
        attention, though this ad scheme may work for some advertisers. For our purposes, however, you want
        something short but memorable. Here are some memorable headlines to consider: “Don’t click here,”
        “Everything you know is wrong,” and “You’re getting scammed.” How would you finish these headlines?
        How would you write your own to make an impact on the viewer?

Your goal with ad writing is to improve your CTR. When using AdWords, the better your CTR, the less you’ll
ultimately have to pay and the higher your ad will appear in AdWords advertising blocks. AdWords rewards ads
that perform well by giving you benefits that will ultimately save you some money and possibly bring in more
visitors. You can see why a well-written ad can make a huge difference.

Buying PPC Ads

These are the top ten pay per click companies currently available. Even in the constantly-changing world of
online commerce, most of these are fairly solid, companies which you could use for years.

    1. Google AdWords: AdWords dominates the market, no doubt about it. If you want to see what the
       market on keywords is, go to AdWords. If you want to get the most exposure to the most numbers of
       people, you’ll have to go with AdWords. Large companies use AdWords for contextual advertising, and
       clicks can sometimes become very expensive for highly competitive keywords. On the other hand,

                                                                                                              126
                                                                                            Table of Contents



        Google’s AdWords tools are free and very informative, letting the advertiser know who is clicking which
        links and when.

    2. Yahoo! Search Marketing: Over the years, Yahoo! has swallowed up smaller companies right and left,
       including marketing companies like Overture, a company that specialized in search engine marketing
       before Yahoo! bought them out and made them Yahoo! Search Marketing. Yahoo also provides a lot of
       tools for the advertiser. While Yahoo! doesn’t get the kind of traffic Google does, Yahoo! is still the
       second most popular search engine in the United States. They also have an extensive publisher’s market,
       just like AdWords, for contextual advertising.

    3. MSN Ad Center

    4. 7search

    5. MIVA

    6. ABC Search

    7. Search Feed

    8. Findology

    9. Enhance Interactive

    10. goClick

As you are probably acutely aware, Google’s AdWords service has a stronghold on the online PPC market. Why?
AdWords was one of the first advertising services that were both intuitive and terrifically simple to use and see.
Google’s ads are short and are based only on text. However the ads relate to the text of the page. Gone were
the days of one-size-fits-all advertising. Google managed to both simplify ads and make them more personal to
visitors, increasing the number of clicks ads receive and thus increasing their own revenues.

However, because of the popularity of AdWords, plenty of other PPC providers go unnoticed. The traffic
generated from these sites can be cheap and effective depending on the keywords used. If you want to
advertise on Google, Yahoo!, or MSN, three very popular search engines, you’ll have to go through these
companies’ individual PPC advertising companies. Also, since Google and Yahoo! own other search engines, ads
                                                                                                               127
                                                                                              Table of Contents



that appear on those sites will also be controlled by AdWords and Yahoo! Search Marketing. However, plenty of
people every day use much smaller search engines making advertising on these sites often worth your time and
effort.

Reselling Traffic

Here’s one simple way to maximize the benefits of any website or Web marketing scheme you want to cook up.
This method is very simple, though does require a bit of time, patience, and speculation on your part. If you like
to gamble in the pay per click market, just like in other financial markets, but for only a few cents at a time, you
may enjoy brokering traffic as a way to increase visitors and increase the profitability of most any website. At
worst, you may lose some money. At best, you could dramatically increase the profitability of a website and
bring in $50 to $100 a day or more in gross revenue. This technique is called reselling traffic because this is what
you do: you buy traffic from one place and resell that traffic to another place.

Techniques for this type of traffic exchange vary. Some marketers choose to use this scheme with more low-
brow end search companies, companies that don’t have the high content restrictions of Google. This technique
can also be used with Google AdSense and AdWords, too, though the rules change a bit.

Here’s the essence of reselling traffic, in a nutshell. Let’s say you buy traffic from a search engine marketing
company, just as you would with AdSense or any similar service. You bid on keywords and set an account limit
so you know you’re going to spend a certain amount on the traffic you bring in to your site.

Now, when people get to your site, you redirect them to other advertising opportunities. You do this by smartly
publishing advertising on the website for which you’ve bought traffic. Ideally you optimize the content of the
website, or else use a special service, that funnels traffic onto these advertising sites. Ideally, just as with any
market, you want to buy low and sell high. You buy cheap traffic and optimize your site in order to get higher
returns from the ad clicks on that site, netting you a profit.

To become successful at this strategy, your best bet is becoming familiar with specific types or genres of
keywords. In fact, keyword familiarity is the key way to make traffic reselling successful. Knowing when to
abandon certain keywords and embrace others is the key to making big money. If you’re an online marketer,
you’re probably already aware of the market for keywords in your website genre. For example, if you are
creating and developing websites optimizing weight loss keywords—for example weight loss, weight loss
supplements, buy weight loss products, etc.—you’re probably already paying attention to the volume of
searches and the cost of PPC advertising for these keywords.

                                                                                                                  128
                                                                                            Table of Contents



If you’re not familiar with the keyword market in your particular area of interest, get with the program! Knowing
the keywords in your market inside and out is an integral part of PPC success. In the next section, you’ll read
about how to research keywords and how to use certain techniques to get better results from only a few
keywords.

Finding Keywords

First, get an idea what kind of keywords you may want to use with your campaign. Make a running list of
possible keywords. Don’t forget to include keyword variations that people may search for: misspellings,
grammatical errors, hyphenations, singular and plural versions of words, and split or marched terms are all good
possibilities. To learn more about keyword variations, see the section on SEO.

Next, use one of any number of online tools to help you pick keywords and find out what the market on those
keywords are. Since there are so many available keywords out there and they vary greatly based on market and
product, doing your research will save you a lot of money and time. Remember that you want to find out three
basic pieces of information: you want to know what keywords are related to your keyword, how popular your
keyword is, and how much you’ll have to pay to bid on that keyword. Here are some resources to try out in
order to find out information about keywords and bid prices:

       Google AdWords Keyword tool: This is a free tool and is really easy to use. In fact, you should play
        around with the keyword tool frequently, at the very least to see which words are the most popular and
        which of your keywords aren’t very popular at all. The keyword tool lets you examine keywords within
        text and allows you to compare the Google search popularity of each keyword to that keyword’s current
        bid price.

       HexaTrack: One advantage of this service is that basic signup is free. The paid service costs and also
        includes more tools, but you can always decide later to start paying for service. You can spy on your
        competition as well as keep close tabs on your own site’s performance.

       KeywordSpy: The most expensive service offered, this tool is also the prettiest with plenty of tracking
        tools and lots of access to information and billions of keywords and phrases to help you bid on the right
        keywords and increase revenue.

       KeyCompete: This paid service allows you to keep tabs of your competitors so you can have an
        advantage over them. Remember that your competition is companies who also do advertising under the

                                                                                                                 129
                                                                                             Table of Contents



        same keywords you do. The emphasis of this site is keeping track of the competition and finding
        strategies to trounce them in the future.

       GoodKeywords: This is a free software program that you download and run directly on your computer.
        It’s also free to download and use. You can use their software titles to keep track of your various PPC
        campaigns and analyze keyword usage all over the Web.

Additional PPC Tools and Services:
       SpeedPPC.com

       AffiliateRadar

       Bid Hero

       Lyris HQ Marketing Suite

Now you’re going to pick your keywords. Unfortunately, no book or online guru can tell you which keywords to
choose. The market is so variable that a good keyword this month will turn too costly to bother next month.
However, all of those keyword research tools you’ve seen above should give you a general idea about the
market in your particular class of keywords. You want to choose keywords that aren’t terribly expensive but
which receive a fair search volume. You can check this data using Google’s Keyword Tool for free if you want. So
buy low and start with only one or two keywords until you know how they will do online.

Also, when you sign up with a PPC service, especially AdWords, avoid advertising to the United States audience if
possible. At least try to include traffic to English speaking countries outside of the U.S. Traffic in the US is more
expensive than with other English-speaking countries. Remember that there are many English speakers outside
of the United States, many of whom use Google. India, for example, has over a billion residents and is the largest
English-speaking nation in the world. If you can get good returns in traffic from non-US English traffic, you can
pull larger profit margins. However, if your business is local or only operates in the United States for some
reason, bypass this advice. A visitor from Australia is probably not interested in a product only available in the
United States.

Next write several ads which you feel use keywords effectively, grab attention, and send the right message. Take
your two best ads and make them your jumping-off point. If you’ve never done PPC before, this test will let you
change several variables to see the effect on your CTR. The good thing about PPC is that your results are almost
                                                                                                                 130
                                                                                          Table of Contents



instant. For example, if you change your wording in the morning, you can see the effects that evening. By the
next day you can decide if the changes are worth it or if you need to change something else. Use Google’s free
Traffic Estimator tool to give you an idea what your traffic will be before you actually spend any money.

After a few days, you might make some changes to see how this impacts your CTR. Remember that you should
get all the detailed data about your campaign from your advertising provider. If you’re using AdWords, you
should have a detailed outline including your CTR. During your campaign, you want a CTR above 2% certainly,
though a higher CTR would be ideal. If your ads a performing under this threshold, make changes. If they’re
performing above, leave them alone or, if you’re looking for major returns, do more tweaking to see if you can
get that CTR to raise even higher.

Remember that AdWords will reward ads with high CTR and your costs will lower. As your ads continue to do
well in the future, you can then begin to lower your bid on some of your keywords with the end result of saving
even more money. Higher quality ads tend to perform better and, in turn, bring in more money for Google. This
is why Google assigns ads a quality score to indicate how well the ads perform “in the wild.” In general, when
your quality score is better, your ad position gets better while your bid price goes lower.

Now that you know which ads will work and which ones won’t, you can start to add keywords to your campaign.
If you have the vision of having a PPC empire that brings in huge amounts of traffic, you can begin doing this.
You don’t want to start a PPC campaign with hundreds or thousands of keywords if you don’t yet know which
ones will work. This is why you should always do some testing and tweaking before jumping in with both feet.

PPC Management Firms and Outsourcing

As you can see, PPC can be a lot of work. How would you like to reap the benefits of a well-run PPC campaign
without having to deal with keywords, testing, and measuring? A PPC management firm might be the solution
for you. As with any Internet marketing industry, the PPC management field is filled with unsavory scammers
who will take your money and run. As such, PPC management is only a good idea if you are working with the
right company. Try:

       CreativeDigitalMedia

       PepperJam

       SearchReb

                                                                                                             131
                                                                                              Table of Contents



C. Making Landing Pages
So where do you send traffic once you get it? You send them to a landing page. Your landing page depends
pretty heavily on what, exactly, you are trying to promote. If you’re creating a virtual real estate site which has
the purpose of providing useful content to your visitors, you’ll send your traffic to your site’s home page. If
you’re promoting affiliate marketing opportunities, you’ll send your traffic to a single sales page and so on.

We’re covering exact sales techniques in more detail in other chapters of this book, so if you want to know how
to write good sales material, read elsewhere. In general, though, you’ll want to use some of these techniques on
your landing site in order to keep people there and clicking rather than leaving right away:

       Allow people to sign up for free site membership or sign up for a free email newsletter. This gives you an
        opportunity to sell to them through email at a later date.

       Optimize your site using plenty of keywords within the text, headings, titles, and links the page. Use
        good SEO practices so that users can find your site again.

       Offer free bonuses to visitors for signing up.

       Create a sense of urgency right off the bat so that readers pay attention and read through your site.




                                                                                                                  132
                                                                                               Table of Contents



Chapter 9: Google AdSense and Virtual Real Estate
So where do you like to read news stories, articles, and information? If you’re like many of us, you’ve got your
favorite destination for news, articles, and opinions. Perhaps you’re like the millions of people who read eZine-
type sites, sites like Slate, The Onion, or AskMen. These sites have a fairly transparent purpose. On the one
hand they provide informative articles and information not available anywhere else. They have unique features.
Their main focus is on content, first and foremost. After content, of course, comes advertising.

Content sites like these operate on a fairly transparent strategy. They take on the Field of Dreams school of
Internet marketing: if you generate good content, they will come. So if these sites aren’t generating revenue
from sources like affiliate marketing or selling email addresses, how are they making money? The answer is
simple: published advertising. These content sites work on a very simple principle. The more content you create,
the more visitors will come to the site. The more visitors you get, the more you can charge and/or collect in
advertising revenue.

A. What is Virtual Real Estate?
Sites that deal mostly in content are called virtual real estate. Virtual real estate is a word that denotes websites
that exist to attract traffic through good, usable, and exciting content. Also, virtual real estate often exists under
a keyword-filled or unique domain name, a name that becomes the brand of the site. Virtual real estate, unlike
affiliate marketing sites, is highly branded. After all, you want people to visit these sites and visit often. The
more people you can get and the more people you can get to come back, the better your chances of making big
bucks off of publishing advertising.

In this chapter, we’ll focus on the publishing side of the virtual real estate strategy. The content side is a little
more involved overall and will require some planning and forethought on your part. Also, creating content is an
exercise in creativity. No book can really tell you how to be creative and create something that people will want
to read. We can only tell you what the market is and how to harness the power of the market.

B. Creating Marketable Content
Whenever you create a piece of virtual real estate, keep one thing in mind: why would anyone want to visit your
site? Keep this idea in mind during the entire production process of your site. The purpose of your site is value.
You want to create some value for your site so that people will visit and come back later to read updates. How

                                                                                                                   133
                                                                                            Table of Contents



are you going to provide value to your customers? Why should they come to your site and why should they visit
again? How will they know when to visit again?

Content value is very important with virtual real estate. This is no time to just slap together some short articles
optimized for search engines and hope for the best. What your visitors are going to want is something of use to
them as well as assurance that your site will keep expanding and growing in the future. Do you provide them
with useful information? Entertainment? Is your site a good reference tool? Before creating any of your content,
decide what your value will be. This is key.

Content Options

You have three options for getting content on your site:

       Create the content yourself

       Get the content for free with permission

       Pay for the content.

Elsewhere in this chapter we’ve discussed some of the various ways you can get content or, if you produce your
own content, how to make your content good. Here are some of the ways you can get content from others:

Legitimate Ways to Find Quick Content

Public Domain Content
Things that were written before 1921 are up for grabs. Old photographs and pictures of paintings and artwork
can also be found in public collections for free. Also, many government articles and books are in the public
domain by law, with a few exceptions. Pros: You can make this content your own. You can make derivative
works, works that are based on the original. You don’t have to pay anybody for usage rights. Cons: With public
domain, you’re not likely to find much interesting writing, although this can sometimes happen. With public
domain works, you don’t have to ask permission to publish or alter content.




                                                                                                                134
                                                                                             Table of Contents



Free Articles and Syndication
Article sites like EZineArticles provide articles on a wealth of different topics which you can use on your site,
provided you follow the terms of service of the article site. Generally this means that you have say where the
article came from and provide a link to the original article. Also, you can’t change these articles much. Doing so
might be an infringement on copyright depending on what you change. You may be able to syndicate the
content off of your favorite blog provided you get permission of the author. Pros: You get all this content for
free. You can also get content on nearly any subject this way. Cons: You have to provide a link away from your
own site each time you use syndicated content.

Hiring Freelancers
Maybe you know a college student who’s willing to write articles for $5 or $10 apiece. Maybe you know some
high school students who will write the articles. Or, if you want to be a real professional, you might hire
professional article writers, journalists, or ghostwriters to write for you. That way your writing will be
professional, grammatically correct, and well-formed. Pros: When you hire out your content, you can get articles
about any topic you want, and then pick and choose the articles that are best. Also, when you hire professionals,
you get the highest quality writing. Cons: Cost. If you’re on a shoestring budget as it is, this may not be the best
option for you.

Writing Everything Yourself:
If you have some skill as a writer or can begin to train yourself to write good 200 or 300 word articles, this is a
great option. Not only do you save money but you have creative control over everything that is put on your site
or sites. Pros: By doing everything yourself, you save a lot of money. Also, you can control the contents of the
site closely by controlling tone, length, and subject. Cons: Time is a factor for some. If you aren’t a fast writer
and don’t have a lot of time to spend writing articles, this will definitely hamper your efforts.

Plagiarism and Copyrights

Now that you’re creating content, this would be a good time to remind you about important issues like
plagiarism and copyright. Copyright is applied automatically. That means, if you make a creative work like
written words, pictures, or movies, you automatically own copyright as the creator of that work. After a long
while, after your death, your work is placed in the public domain so that anyone can use that content without
permission. However, during your lifetime, you are allowed to use your content as you see fit. If someone were
to steal your work and pass it off as their own without your permission, you could sue them for copyright
infringement. They are, after all, plagiarizing if they aren’t asking permission to use your work.

                                                                                                                 135
                                                                                            Table of Contents



If you copy content from elsewhere online, you could be plagiarizing. Remember that you can quote other
sources, provided you only copy a small part of the content and cite your source. For example, quoting another
author is perfectly acceptable provided you give citations to your readers. However, outright stealing of content
or photographs without asking permission or attributing the source is plagiarism and should be avoided at all
costs. In addition, Google will sometimes lower page rank of those who plagiarize content. If organic listings are
important, as they are with virtual real estate, never steal from elsewhere. If in doubt, always ask permission
first. The last thing you want is a lawsuit or a lowered page rank.

C. Google AdSense and Strategies
Now that you have a site and content, the next step is setting up and publishing advertising to support the
website. As you probably already know, there are lots of advertising companies out there who will put published
ads on your site. For our purposes, however, we’re going to talk mostly about Google’s AdSense program. Many
of these advertising companies are a lot like AdSense in look and function. If in the future you want to branch
out, you can take the time to tweak the advertising on your sites. Here’s a list of other publishers with which you
could work:

       Kontera

       Intellitxt

       ContextCash

       Chitika

       Yahoo! Publisher Network

       AdBrite

       Kanoodle

       SearchFeed

AdSense and AdWords are two sides of Google’s advertising pie. On the one hand is AdWords, a program with
which you are no doubt familiar. AdWords allows advertisers to sign up, pick keywords, and receive pay per click
                                                                                                               136
                                                                                              Table of Contents



promotion. AdSense, on the other hand, is for publishers who want to put ads up on their own sites. When you
sign up for AdSense, you will put Google ads on your own site. Whenever one of your visitors clicks on these ads,
you will receive a portion of the click price from Google. Remember that AdWords costs while AdSense pays.

Setting up AdSense

Getting AdSense ads on your page is a real snap. All you have to do is go to Google’s AdSense page and sign up.
You’ll have to provide some information about yourself, including information about how Google will pay you in
the future. You’ll also only be able to register on URL at a time. If you’ve got 10 websites, you’ll have to do the
rest of the sites later. However, setting up AdSense shouldn’t take much time at all.

Steps for Success
Now you’ve signed up and Google has given you many options as to how your ads will look on the page. They’ll
present you with all sorts of ad options, so you might be confused. Google will also suggest a default setting
which is, of course, not the settings you want at all. What you want is to make a comprehensive plan. You want
to be sure you know where to place those ads and how to format them so they bring in the maximum amount of
profit. Also, there’s a long list of rules which you should know before you begin. Here is just a sampling of the
information from the AdSense terms of service, a document you should probably read carefully at some point:

       You can’t modify the code Google gives to you. If you get caught, you’re risking a ban. However Google
        gives you lots of tools to format your ads directly on the AdSense page, so editing this Google code isn’t
        really necessary.

       You can’t point out the ads and ask people to click on them. Again, you could risk ban by doing this. Ads
        are supposed to sit there without mention or acknowledgement.

       You can’t put ads on sites with objectionable material. If advertisers find their ads on objectionable sites,
        they’ll probably get a little upset about that. Don’t bother using AdSense if your site is a gambling site, is
        full of profanity, or has foul or obscene content like hate speech, pornography, or violence. If your site
        can’t use AdSense, consider going with another advertiser publishing service.

       You can’t commit click fraud, meaning you can’t hire people to click ads on your page or use software to
        do the same. While this is a tempting way to increase income, it’s also against Google’s terms of service.
        Click fraud could mean a ban, so don’t bother.

                                                                                                                  137
                                                                                                Table of Contents



Elsewhere in this book, we’ve written about how to optimize your site to bring in large amounts of search
engine traffic through organic search listings. This will apply doubly to virtual real estate sites because you’ll rely
on a steady stream of search engine traffic. Optimizing your site, using plenty of keywords and smart formatting
rules will help you gain traffic but will also help you get the contextual ads on your site that you want. Site
optimization is step one in the process.

The next step is modifying your ads so that they fit in with the scheme of your site and attract the maximum
number of clicks. For this reason, you should try and focus almost exclusively on text-based contextual ads.
Banner ads won’t attract the kind of clicks that text ads will. Google offers a large number of ad sizes that you
can place on your site, so many that you may feel overwhelmed. However, here are some strategies for
maximizing your benefits.

       Use blue links. Psychologists have stated that people are more inclined to click on blue links rather than
        any other color. While blue may not fit with the color scheme of your site, consider using blue links as a
        way to attract more clicks. In the future, you can try changing link colors if blue doesn’t perform as well
        as you’d like.

       Ideally, you want your ads to look as much like the rest of your content as possible. To do this, you need
        your general design scheme in mind and the tools available on the AdSense website to make this
        happen. Make the background of your ads the same color as the rest of the site. You may even change
        text colors to match the rest of your text. Remember that you want to make your ads look like they
        aren’t ads.

       Place ads before fold line first, and then fill in the rest. The fold line is an imaginary line on every website
        that indicates where the website cuts off in a user’s browser window. If they want to see below that fold
        line, they’ll have to scroll down. Keeping the most important information above the fold line is crucial to
        your website’s identity. Keeping a large amount of contextual ads above the fold line also attracts clicks.
        Also, you can add ads in other parts of your site like in the middle of text articles, at the end of blog
        pages, or in the sidebar of your site. All of these are great options

       Block ads that don’t work well. Remember that you can tell AdSense not to display ads from certain
        advertisers, especially if they don’ perform well. You can block up to 200 ads, which isn’t all that much.
        However you can also use keyword optimization to avoid getting certain ads again, too.

       Try section targeting. Section targeting is a piece of code you embed directly into your website that tells
        Google AdSense not to count certain parts of your site when generating ads for your site. If, for
                                                                                                                    138
                                                                                              Table of Contents



        example, you write about a completely different topic than the rest of your site, you could exclude that
        portion so that AdSense won’t scan these sections and give you contextual ads that have nothing to do
        with the rest of your site.

The final step of your AdSense success plan is to analyze your site using various analytics tools. AdSense will
provide you with some fairly comprehensive tools to track the performance of your AdSense ads. Of course, if
you don’t have some sort of analytics tools for your website, you’re not maximizing your efforts. How are you
supposed to successful online if you don’t know where you’re starting from?

Test and Measure
Using ads, especially contextual ads, isn’t hard though it does take some tweaking over time. Trial an error is
especially easy when your results are almost instant. If you want to see how changing link colors will affect
clicks, you can change them and see the results of your experiment within 24 hours. This is why experimenting
with AdSense is a smart idea and good business policy. After all, what works for some may not work for others.
Once you have an idea of how success will look, you can duplicate this in other places.

D. The Long Term Plan
So how is virtual real estate supposed to make you income over time? If you’ve ever put AdSense ads on a
website before and collected small revenues of only a few dollars, you are probably asking this very question.
The solution, of course, is that you can continue to add content and sites online. The more you add and the
more visitors you’re able to pull in, the more you’ll ultimately make in the end. Also, by increasing the success of
your sites, you can increase profits using fewer websites to do so. Your long term plan is to continue to grow
your websites and the content of those sites, continue optimizing those sites using keywords and good design
practices, and to continue to add value for your visitors. Over time you can tweak your AdSense campaigns to
follow suit.

Drive More Traffic to Your Site

Now that you’ve got a site or several sites up and running and are working a little everyday to add to your virtual
real estate empire, you’ll want to find ways to drive traffic to your site. You’ll find out a lot of information about
that in the rest of this book. Here is a short description of the various ways you can drive more traffic to your
sites:



                                                                                                                  139
                                                                                         Table of Contents



   By using SEO, you can drive organic search engine traffic to your site. This traffic doesn’t cost anything
    but will require some time and effort on your part.

   By buying cheap PPC traffic from AdWords or other PPC advertisers, you can funnel people onto your
    site at low cost and make a profit off of the ad clicks you get from visitors, hopefully.

   By using cross-promotional methods like social bookmarking promotion, social networking, and
    multimedia, you can drive traffic to your site. This is generally free except for the effort and time needed
    to generate content and tell others about it.

   By buying a sponsored listing with paid search engines, you can drive a lot of traffic to your site and
    hopefully offset these costs through ad clicks.




                                                                                                              140
                                                                                            Table of Contents



Chapter 10: Product Launches and Joint Ventures
So you want to make the big bucks in affiliate marketing? You no longer want to be the small affiliate working
for peanuts but would rather have huge sales and huge commission checks to go along with it? On the other
side of the coin, if you’re a merchant of any kind, wouldn’t you love to have huge sales coming your way, all
without having to work too hard. If this sounds like you, you’ll want to pay close attention to this chapter.

In this chapter, we’ll be talking about product launches and how to benefit sales with joint venture partners.
Both of these concepts are for the more advanced marketer, the one who’s already tried the “beginner’s” tips
and tricks and wants to move on to a new market strategy that will bring in more cash. This plan is twofold for
both affiliates and merchants. However, if you have smartly diversified in order to bring in multiple streams of
income, both of these sides could apply to you. On the one hand, merchants want to create effective product
launches that create big buzz and bring in a lot of cash and traffic. On the other hand, the affiliate wants to
muscle into position to not only bring in higher commission but also bigger sales and bigger income.

The product launch procedure is rather simple to understand, though implementing the plan may be complex
and time consuming if you’ve never tried generating big buzz before. In essence, the merchant knows ahead of
time that he or she wants to launch a new product. The emphasis here will mostly be on information products
like eBooks or software, though this could technically apply to any product. The merchant times the launch
property, making sure the launch is during the right time of year and that the product will be ready to go by
launch date. The merchant buys a domain name and is ready to go. Now what?

This is where the joint venture partners come in. Without a product launch plan, the merchant would probably
just concentrate on getting the product ready to sell and wait until then to being marketing. However, with a
partnership and some know-how, the merchant can begin marketing right away. With the help of the joint
venture partners, the merchant will now go out and begin marketing the product to the public before the
product is even available. How do you do that? You do it through buzz.

A. Building Online Partnerships with Joint Ventures
Having friends, mentors, and partners anywhere in the business world can be a huge asset. For the merchant
and affiliate marketer, this can make the difference between being an aimless wanderer and a major player. You
want to have friends and colleagues within the industry. Your colleagues can help you when you’re sales are
doing so well. Your friends can create partnerships with you where you both can share the wealth of an
impending sales venture. Friends are also great even if you don’t have any business opportunities together. Just
                                                                                                                 141
                                                                                              Table of Contents



because you don’t have need for friends in the industry now doesn’t mean you won’t really need them in the
future.

The Benefits of Partnership

This is the essence of a joint venture partnership, finding partnerships that can help grow your business and that
of your partners. A joint venture partner is more than an affiliate, more than a super affiliate. A JV partner is
someone who’s technically an affiliate but also stakes a major claim in the success of the merchant. A JV partner
brings in huge sales because he or she has an established customer database from years of affiliate marketing
and is effective at sales. The JV partner can them move a lot of products for a merchant. The JV partner knows
that, the more he or she sells for a merchant, the more he or she gets for those sales. This is why the JV partner
stakes a claim in the success of a new product launch. The JV partner wants the product launch to go well
because that can mean big bucks.

If you have a joint venture partnership, there’s many ways you can benefit from this arrangement, the biggest
being the sharing of resources. Anyone who’s struggled with increasing page rank and gaining traffic to a
website knows that having a quality place to share links is a vital resource. Joint venture partners can help you
by sharing links. After all, this is a partnership. You scratch your partner’s back, they’ll scratch yours.

Link Sharing
Link sharing allows you to do some mutual scratching. You promote their product and your JV partner promotes
yours. Everyone wins. You can also use this partnership to share content and content permission. You can
further both your businesses at once this way. The joint venture partnership is all about making top dollar within
ethical parameters. While we’d all like to have friends within the business who would bend over backwards for
us, we can’t expect that. What we can expect, however, is a business partnership with mutual benefits.

B. Find a JV Partner
So how do you find your JV partner or, if you’re interested in becoming a JV partner for someone, how do you
find a merchant partner who will treat you well and respect what you do? There are lots of places to find a JV
partner. The first place to start is with your friends and associates. You can ask those around you, with whom
you already associate, if they’d like to strike up a mutually beneficial relationship. For many, finding a JV partner
simply means a merchant asking his or her best affiliate if they want to pair up more closely.



                                                                                                                  142
                                                                                            Table of Contents



Other than that, there are some web resources you can use to find JV partners. Asking fellow webmasters is
always an easy move. You can also check on web forums like Warrior Forum, and ask around for possible
partnerships. You can also visit various JV communities, such as JVnotifyPro.com, or contact JV brokers who can
help you find partnerships.

Treating JV Partners Well

The key to this relationship is learning how to treat a JV partner. You don’t want to treat partners the same way
you would treat everyone else with whom you have business interactions like regular affiliates. After all, your JV
partners have the potential of brining in a lot of income for you as well as giving you valuable access to their
databases of stored email addresses, phone numbers, addresses and more. In addition, your own reputation is
at stake. Word gets around quickly so be sure you’re ready to provide for your partners. Here are some of the
ways to make sure you are treating your partners as they should be treated:

       Generate quality: Don’t insult your JV partners by offering poor quality websites or offers and pages
        that don’t convert well. Your job is to generate quality by making a quality, high-converting sales pitch
        combined with a high quality product with a high-quality presentation.

       Save them work: Treating your JV partners well means doing some of the sales work yourself. This is
        both a quality control mechanism and a way of saving your JV partners time and effort. Write several
        pre-sell email scripts, generate banner graphics, make videos, and write text ads that they can use as
        part of their partnership with you. This takes out some of the guesswork on their part and makes them
        more inclined to sell for you over other merchants.

       Give them high commissions: Some affiliates will offer their JV partners as much as 100% commission
        on some sales. Why? You want to keep around a JV partner that sells a lot. In the 100% commission
        model, you will lose some money in product revenue. This can be worth it for some merchants because
        they are able to add to their email lists and offer backend products to those who do make a purchase.

       Give them information: JV partners want to make sure they aren’t being screwed over by you. This is
        why transparency in essential. Offer them proof of the performance of your website. Give them screen
        shots or videos of your sales figures. Prove your conversion rate to them. Let them review your products
        for free. In the future, they can provide testimonials and be assured that you are selling a good product
        if they already have the product in hand.


                                                                                                                143
                                                                                              Table of Contents



       Trade service: Offer your JV partners a little extra on the side by offering them more than JV partner
        status. Offer to share your email lists with them. Offer reciprocal promotion where you promote their
        products while they promote yours. If nothing else, you may be able to swap links or share banner ads
        on each others’ sites.

       Reward your high sellers: Keep your top sellers happy. Offer contests to your highest earners where
        the top seller in a certain time frame gets a bonus on top of their commission. Reward high sellers with
        huge commissions, as much as 100% of your profits. This keeps the high performers on your side and
        happy to continue selling for you.

C. Product Launches and Generating Buzz
The second half of this money-making strategy is the ever-important product launch. In the year 1997, as you
may recall, George Lucas figured he’d re-release his original Star Wars trilogy in theaters. This time the films had
been remastered using digital technology with some of the details changed but, in essence, the movies were the
same as those released in the late ‘70s and early ‘80s. Even though these movies were more than 20 years old,
fans still circled the block before tickets were sold in order to be the first to see the remastered version of their
favorite film trilogy.

The Star Wars franchise has always been all about buzz. Even when the newer prequel movies were coming out
and were not well received by movie critics, the films still brought out record-breaking box office numbers, in
large part thanks to the buzz generated. Buzz is that indefinable quality that indicates that there’s huge
anticipation about a coming product or event. Some buzz is inevitable. The buzz around the world before the
Olympic games is a good example. While media outlets in this country create a buzz around the games in order
to bring in more viewers, people around the world would tune in even if no such promotion took place. The
Olympic games have a kind of natural buzz surrounding them.

Buzz for other products takes some work to generate. Corporations have known for years that trying to generate
buzz, negative or positive, attracts attention to you and your product. While the old PR cliché states that there’s
“no such thing as bad publicity,” good buzz is a much better way to bring in people. For our purposes we want
buzz that’s positive and increases a little bit each week or month until a product launches. After that, generating
buzz is a little more difficult though there are plenty of ways for the average Internet marketer to generate some
buzz and thus increase traffic and profits.



                                                                                                                  144
                                                                                              Table of Contents



Create Buzz-Generating Online Space

If you’re looking to generate some buzz, create something to be excited about. Since you already have domain
related to your product launch, put up a page that screams “coming soon.” Create something to be anticipated.
Allow interested parties to join your email list and hear about your product the moment it because available.
Create an online blog that your interested customers and affiliates can read. Make sure all of this makes you
visitors want more.

Give Away Content

Create some multimedia content that will pique the interests of your site’s visitors. Also, try giving away some of
your content for free. You can use Eben Pagen’s principle of “Moving the Free Line.” Give away your best
content, but give it away for free. Why? You want the public to know for sure that your content is the best out
there. Giving away the good stuff creates that perception and thus generates even more interest. You can give
this away through a generated email lists, a list you can generate from visitors to the pre-launch website. Also,
make your free content available to your JV partners and have them distribute the content for you.

Make Things Easier for Your JV Partners

You’ll want to send out several emails to create anticipation among your JV partners as well as members of their
email lists. During the pre-launch phase, you want to generate as much interest as possible in a short period of
time by regularly releasing content, pictures, advertising, and emails to your customers and JV partners. To
make things easier on your partners, write all this material for them. Make sure you’ve already written a sales
email and other sales material. This way they can have an email to their list members in a matter of minutes.
The easier you make the pre-launch process on your JV partners, the more smoothly the process will be.

D. What’s Next
So what’s next after all of this? If your network, content, and marketing strategy are good, you should generate
a lot of buzz and interest in your product throughout the pre-launch phase. If you work for at least a month
before launch, regularly reminding customers of the impending launch, writing good emails, and releasing good
content, you should generate big interest.

The next phase is the actual launch. The buzz you’ve generated should sustain you through a big launch. Buzz
has a nasty way of generating a lot of interest all at once with sales dropping off soon after that, though this isn’t
                                                                                                                  145
                                                                                            Table of Contents



always the case. Your job becomes keeping interest up even after the product’s already launched. You can lean
on your trusty JV partners to help you with this. If, after a while, your product fizzles, you can always launch a
new product. One secret to big money is to be in a “perpetual launch.” If you can sustain the excitement in your
products, you can eventually reap the benefits.

If you’d like to learn more about joint ventures and launch products, I recommend purchasing Jeff Walker’s
Product Launch Formula 2.0.




                                                                                                               146
                                                                                              Table of Contents



Chapter 11: Buying and Selling on eBay
eBay started as a glorified classified ad auction online. Not anymore. eBay is now the world’s largest
marketplace with over 70 million registered users and over 16 million items for sale at any time. The popularity
of the eBay brand, coupled with our increasing acceptance of online purchasing, has made eBay an
entrepreneur’ dream. In this chapter, we’ll examine ways that buying and selling on eBay can make you rich.

A. How eBay Works
eBay is like a giant flea market operating on an auction basis. Sellers can put their goods and services online
while buyers can bid to buy those items. Though there are several different auction types and rules, the highest
bidder wins the auction and thus gets the item. eBay sellers pay a flat fee plus a 1.5% of sale fee to eBay in order
to use the service. eBay buyers can buy for free.

The eBay juggernaut is a powerful force in the line of online commerce. The eBay flea market is so huge it
crosses international and language boundaries and auctions come from all over the world. There is a massive
choice of goods. The auction or fixed price format are allowed. Even with eBay’s popularity, there are some
issues with the service. While buyers can only see pictures of products before purchase, there are guarantees
that they will be satisfied with their purchase. A full-time staff enforces safety and fairness. There are honesty
incentives such as feedback ratings as well as third party payment services like PayPal, Bidpay, and
Escrow.com.

B. How to Make Money on eBay

The Buy and Sell Technique

In order to sell, you need inventory. Building inventory can be as easy as visiting local garage sales, auctions,
thrift stores, consignments shops, and flea markets. However, you also have the option of selling new goods
you’ve purchased through wholesalers. If you are purchasing used goods to sell, here are a few areas you can
use to purchase items:

       Private Sales: Check out the yard sales, moving sales, garage sales, and estate sales sections in your
        local paper. Plan a route with stops in successions to visit them on a Saturday. Go to the wealthy


                                                                                                                     147
                                                                                             Table of Contents



        neighborhoods first to get items with the highest resale values. Bring small bills and change as sellers are
        often not well prepared to provide change. Always be ready to bargain.

       Resale and Consignment Shops: Resale stores tend to cater to a certain clientele. Items that do not fit
        the shop’s profile will usually be placed at the front of the store or near the cash register in order to
        move them more quickly. Start your search in these areas. Shop these types of stores every two weeks
        as their inventory is constantly changing. Make friends with the owners and employees. When they see
        you are a regular customer, they will share more information and give you better deals.

       Stores and Merchandise: You can make big bucks buying off season merchandise. Seasonal inventory
        is usually 75-80% off original retail prices after the season. Retailers have no room to store goods and
        their rental price per square foot is high. You can market the items right away or store them for the next
        season when people will pay more. For example, Halloween, Easter, and Christmas decorations are
        marked down dramatically after the holidays have passed. Be careful not to buy anything that is too
        trendy, such as a Christmas Elmo doll, as it may not be a good seller for you next season.

Some items do not have to be stored and can be marketed instantly. Pool and beach towels near Chicago go on
sale clearance in August. However these items are not on sale in the Southern states. Remember your business
is global. Stock up on in demand items for the holiday season. Utilize eBay’s “What’s Hot” page to find out what
current trends are in each category. You can also find these on “eBay Pulse.” Even if you begin marketing these
items at the same time as competitors you can still get your share of the market.

Choosing Products to Sell

When you are just starting to sell items on eBay, pick one goods that you know a lot about. Once you have
chosen a category, begin selling lower priced items. Save the more valuable items until you have built a good
reputation as a seller with positive feedback. Once you have experience you can start selling higher priced items.
Do not pick products base on your emotions. When buying, nothing is a good deal if you can’t sell it. Here are
some of the best ways to buy the right products:

       Watch what is selling on eBay.

       Walk through the local stores on a regular basis and see which products are moving.

       Watch the Internet and subscribe to RSS feeds about consumer trends.

                                                                                                                148
                                                                                               Table of Contents



       Keep your eyes on the trend spotting websites: trendwatching.com, influxinsights.com, and
        trendhunter.com.

When you have products that are selling well on eBay, you can piggyback related products to tempt buyers. By
offering combined shipping on multiple items, you are more likely to increase sales.
You find items that might sell with your products from competitors’ auctions, online retailers, and commerce
sites like Amazon.com which has a review the suggestions for products that people who purchased a certain
product also purchased.

There are also companies whose goal is to find legitimate wholesale buyers for manufacturers. These
wholesalers can be a great source of product inventory for you. A list of these establishments can be found at
www.coolebaytools.com/wholesale_marts_tips.html. Another great source of products is informational or
digital. If you can write reasonably well and you happen to have a subject you are knowledgeable about you can
write or hire a ghostwriter to create a guide or “how-to” manual that you can sell on eBay. Do not confuse
digital products with “virtual goods.” Virtual goods are by-products of the gaming industry that only exist in the
virtual world of the games for real money. eBay has banned the sale of virtual goods.

The key to making high profits on eBay with inventory is the number of times you turn over your inventory. Keep
from getting into the trap of relisting items that just aren’t selling at high enough prices for a profit. Sell them at
cost and move on. Make sure you understand the value of your time.

Make sure you know what items are prohibited, questionable or potentially illegal to sell on eBay. You need to
be familiar with the laws in other countries as well. While some items might be legal in one place they might not
be in another. Transporting some items is also illegal. You can find a list of what can and cannot be listed on
eBay by clicking the eBay “Help” link and entering “prohibited items” in the search box.

C. Buying Wholesale
Unfortunately, wholesale buying has been a hotbed of scams and scammers who are looking to take money
from businesses and individuals who are looking to sell wholesale goods for a profit. However, don’t let this
keep you from exploring the Wholesale possibilities available to you. There are several things you must never,
ever do when dealing with wholesalers to avoid being scammed, including the following:

       Never buy using a money wire transfer. If you don’t get the goods, you are out of luck. Always work with
        a manufacturer that allows the transfer of money that can be tracked and changed later. If a wholesaler

                                                                                                                   149
                                                                                         Table of Contents



       uses escrow or credit cards, for example, you always have the option of reporting their fraud and getting
       your money back.

      Work with companies you can actually contact with an address, phone number, and reputation. Before
       making a purchase, call and email them just to make sure you can get someone on the phone in the
       future.

      Never buy “grab bags” or pallets of unknown merchandise. If they arrive, you may end up with a lot of
       merchandise that are virtually unsellable.

Now there are plenty of wholesalers out there that aren’t looking to commit a scam. Of course, always check out
a company’s reputation before making a purchase. After all, domain names can change hands very quickly from
a legitimate wholesaler to a shady wholesaler. Here are the best places to get the hottest wholesale goods and
items to sell:

      Wholesale Directory

      Wholesale Drop Shippers Revealed

      Wholesale Database With 800 Wholesale Links

      Wholesale Consumer Electronic Suppliers Contact Information Lists

      Wholesale Video Game Suppliers

      Wholesale Brand new Electronics

      CD And DVD Wholesaler List

      Wholesales for DVD And CD’s

      Printer Cartridges Wholesale

      China Wholesalers


                                                                                                            150
                                                                                            Table of Contents



D. The Tricks to Auction Types and Timing
Before investing in stock items to market on eBay, do your research. Study completed auctions and gather
pertinent information such as starting bids, closing times, length of auctions, marketing strategies, and auction
types. Here are two auction concepts you must understand before proceeding with buying or selling on eBay:

       Reserve auctions: Unless you are selling high ticket price items, avoid reserve auctions. A reserve price
        is the minimum price that you will accept for your item. A reserve price is not revealed to buyers and
        adds an air of secrecy to your auction that most buyers do not appreciate. To protect yourself, set a
        higher minimum price, but don’t resort to reserve pricing.

       Closing time: When should your auction end? Contrary to popular belief, evenings are not always the
        best time to end your auction. Even though bidding activity is at a peak on evenings and weekends, the
        number of ending auctions in this time slot is more than the demand for the products. Late mornings
        seem to be a great alternative. Terapeak is a data service that is currently authorized by eBay to
        perform statistical analyses of closed auctions. You can see some helpful information from Terapeak
        about how listings will perform based on market trends.

Testing Variables

Whenever you list a product, there are lots of other variables to control. All of these variables can add up to
auction success or failure depending on how you change the options available. Below are tips you can use to
make sure your auction has maximum success including lots of views and bids from eBay users:

       Time your auction for success: Sell when buyers spend the most. See the best day of the week to sell.
        Get the highest end price by hour. For example, certain items will sell better in the mornings while
        others sell better at night. Get to know your product’s market so you can keep up and exceed the
        competition.

       Hot category researcher: Locate the hottest items. See top eBay sellers by category. Find the highest
        bid listings and find a way to sell those items or pick up their traffic. For example, selling items with
        brand names like those on eBay’s top seller list is one way to bring in traffic to your auction.

       Price your items better: Determine the best start price. Find the true value of your items. See the
        effects of a reserve price. If you’re new to the eBay game, you can always count on a low price to bring
                                                                                                                  151
                                                                                             Table of Contents



        in traffic to your auctions. This is always a good way to start when you don’t have a seller’s reputation
        yet.

       Build titles that increase traffic: Discover the hottest keywords and use those to your advantage.
        Remember to use plenty of keywords within your auction that actually describe the product, as well as
        keywords that can be loosely associated with that item. Remember that a long product description
        contains more possible keywords. Users appreciate a longer product description as opposed to a short
        and incomplete description.

       Personalize your layout: eBay allows sellers to customize their sales pages fairly closely, including
        color, font, and layout. This way, if you are cross-promoting products with another website, you can
        match your eBay sales pages to your website including colors and background.

The length of the auction is another consideration when posting an item. Seven day auctions work best for
popular items and 3-day auctions work well for high demand items. Use Gallery images in your listing. Do not
expect to sell much of anything without images.

Don’t panic and end auctions early. Many bidders wait until the last minute to bid, a technique known as
“sniping” and the sale price of an item can double or triple during the last seconds of your auction. Don’t let a
buyer talk you into ending your auction early. People will sometimes make you an offer by email and even try to
circumvent eBay if you end early and sell the item to them. This is against eBay’s policy and you might cheat
yourself out of a higher offer.

If you type NR or N/R (for NO RESERVE) in the title heading of your listing, you will most likely get more bids. This
means there is no set price that must be reached to require sale of the item.

Summer is the slow season for eBay. More people are on vacations and outdoors. The best time spans to sell on
eBay are January until mid-June and mid-September until mid-December. During the holiday season be sure to
use more Buy-It-Now listings. Buy –it-Now listings are where you set a price for your item. When someone
agrees to pay the established Buy-it-Now price you agree to end the auction and sell them the item. Christmas
time is also time for impulsive buying and last minute shopping. You might want to accept PayPal during the
holiday season, even if you don’t normally. There are no major differences between the holiday seasons for
online and offline retailers.




                                                                                                                 152
                                                                                             Table of Contents



E. Fine Tuning Your Listing
Title: The title of your auction can make or break sales. eBay gives you just 55 spaces in which to attract buyers.
You need to utilize any “keywords” here that your prospects will use that are looking for your item. Describe
your item with the brand name if pertinent (for example: iPod). Use a category name if used (for example:
antique). Use a condition adjective when applicable (for example: excellent, great, amazing, and impressive).
Use quantity adjectives when applicable (for example: dozen, truckload, two for one).

Categories: Get your items in the right categories. The wrong category can mean no buyers. While some
categories seem similar, you need to learn the differences in the categories for your items. eBay has a feature
that allows you to list an item in two categories for a minimal. If you select the right two categories for your
item, you increase the potential number of bidders.

Bundling: Be careful not to bundle too many or unrelated items. While listing “lots” of items is tempting for less
work and less fees, bundle listing can be a waste of time. How do you know when to bundle items and when to
sell them individually? Compare the expected value of the collection of items to the value of the items if sold
separately. Would you want to buy this group of items? Only consider lots when they are either a really great
price deal for your buyer or hen there is a good chance that a buyer will want to keep the entire collection of
items.

Starting Bid: When you are setting the starting bid for your auctions, begin low. A low starting bid will
encourage more bidders to jump in and the more people that become interested in the auction, the higher the
price will eventually go. Your starting price can range anywhere from $1 to half of the item’s value. If you choose
to include a Buy-It-Now Price in your listing, set it at around the item’s expected value. Make it a little more if
the item is popular or scarce and lower it a little if you want to encourage quick sales.

Format: Avoid using color backgrounds in your ads. Your ad will be seen on different types of monitors with a
variety of screen settings and through different browsers. Keep things simple and clean. Do not type in all caps.
Avoid using sound. Review your listing and have someone else proofread your ad before you submit your listing.
You cannot revise the listing once bidding has started. Spelling Counts – Many people distrust a listing with poor
grammar and typos. Make sure you have spelled everything correctly. Check your title and captions.

Use a counter to track visitors. How many people view your item will become valuable information. For instance
when you receive allot of visitors and few or no bids, chances are there is something wrong with your ad or
price.

                                                                                                                   153
                                                                                             Table of Contents



Watch Others: Keep an eye on the high-volume merchants and “Powersellers.” See what tricks and format they
are using in their listings. Track how successful their actions are.

F. Getting Images in Your Listings
Most people do not pay attention to listings without pictures. Do not underestimate the power of quality
pictures. When using multiple photos, use the best and most informative shot first. Do not load more images
than is needed to accurately view your item and any features.

Avoid large, slow loading graphics as shoppers will not wait for a site to download. Produce modestly sized
pictures that fit on smaller screens and can be viewed in without needing to scroll. Low resolution jpeg images
are fine for most eBay postings.

Shoot your item at different angles and emphasize depth. Make sure the item is in focus. You can crop the
excess background later. Incandescent bulbs create a yellowish tone and should be avoided.
Fluorescent lighting causes blue tones. The best lighting is natural or Halogen 50W track lighting. GE Reveal
        100W bulbs also produce suitable results.

Creative Element Power Tools (www.creativelement.com/powertools) help you format your auction listings in
your favorite Web page editor and then save them as a HTML files. You can easily create super eye-catching
descriptions. You can also add an interactive picture gallery to your auction site. eBay charges fees to do this for
you, but you can do it yourself using with code fund at www.auctioninsights.info/add-an-interactive-picture-
gallery-to-your-listings.html#more-48. Do not add animation to your auctions. These do not attract attention but
distract from your item presentation.

G. Secrets to Skyrocket Your Sales
Reviews: Increase your sales by utilizing eBay’s Reviews and Guides feature. Writing reviews and guides or
hiring ghostwriters to write them for you will establish you as an expert in your field by bringing exposure to
your credentials.

eBay store: Open an eBay store and you can advertise lots of items for only pennies per month. You can create
a customized eBay storefront and that will give you more credibility as a seller.



                                                                                                                  154
                                                                                               Table of Contents



Advertise: Increase your business and auction site traffic with branding and consistency. Put your website and
e-mail address on your business cards and in any advertisements. Make a signature file that adds a link to your
auctions in every email that you send. When you post on bulletin board discussions or news groups, promote
your auctions by including a link to your website. Always include your web address on the thank you note that
you include in shipments to customers.

Software Helpers: Automated listing software can list many new items at once. You can create templates into
which you can insert specific information about each item. eBay’s TurboLister for Windows is free at:
pages.ebay.com/turbo_lister. AuctionSubmit can be found at www.auctionsubmit.com. This one also allows
you to keep records on your listings after you create them.

Selling Manager is another tool available from eBay that works with Turbo Lister to help manage sales. . When
using the them together you can design hundreds of listings and manage all of your sales activities including
activities like sending feedback, printing invoices, printings mailing labels, keeping sales records, and
determining profits and losses. Another tool available from eBay is eBay Sales Reports that allow you to track
your sales and profits.

Lists: Keep email lists of your customers and bidders and develop email campaigns to keep them informed of
your latest auctions. If you do this one right, you could end up selling items to this list before even starting an
auction or when an item does not sell.

eBay Express: eBay Express is an extension of eBay.com that can give you more exposure to potential buyers.

PayPal Shop: PayPal offers a service to all customers called PayPal shops This is a link to your eBay store or
website. People at the PayPal shop are most always there with money to spend.

BuySafe and SquareTrade: Being able to include these site logos on your site can greatly increase consumer
confidence. If you sell more expensive goods, BuySafe provides fraud insurance for your buyers. SquareTrade is
like an eBay Better Business Bureau. More information including the cost of joining these organizations can be
found at: www.buysafe.com and www.squaretrade.com.




                                                                                                                      155
                                                                                                Table of Contents



H. Shipping Tips
Protect yourself against a bidder accusing you of not sending them the product. Use the United States Postal
Service Delivery Confirmation service as this is an inexpensive measure that protects you from damaging
accusations and also protects your buyer if for some reason the item did get lost in shipping.

Automate your shipping via the internet and forget about waiting in line at the post office. You can get all the
supplies you need sent to you by the U.S. Postal Service or by UPS. eBay and PayPal have developed an
automated shipping system that is integrated with UPS and the USPS on their sites.

Go to www.usps.gov or www.ups.com for more information.

I. Customer Service
Coupons: Encourage repeat customers with coupons. Use your computer to produce some creative coupons
that you can enclose with each shipment. These coupons can offer any of a number of discounts on their next
purchase; including free or discounted shipping, a percentage off their final bid price, or a flat amount off their
final bid price. Make sure your coupons include your user name and URL so that your customers can find you
again. A reasonable expiration date should be displayed prominently. Be sure to express your gratitude and sign
the document; giving the coupon a personal touch and also acting as a fraud deterrent.

Maintain Positive Feedback Ratings: Research shows that higher feedback ratings make more revenue for
eBay sellers. From studies by economists Oliver Gunter and Christian Grund at the Universities of Bonn and
Aachen, results show that eBay seller’s positive feedback is directly related to higher selling prices. As little as a
1% increase in feedback roughly translates into an average increase of 4% in final bid prices.

Establish Fair and Clear Policy: Make sure buyers know your policy concerning sales, payment terms, shipping
methods and costs, guarantees, and returns. Your policy should appear in every auction and on the winning
bidder’s email notification. Make your business practices clear and state anything that will cost your bidders
additional. If you are going to limit who you sell based on feedback ratings, make sure that is stated.

Describe Your Products Accurately: Describe your products accurately and extensively. Make sure to include
the condition of the item, the age of the item, if an item is not new and how long and to what extent the item
has been used, the retail value of the item based on a credible source, accessories included (or missing), how the
item will be shipped, and any defects in the item.
                                                                                                                    156
                                                                                            Table of Contents



Be a Customer: Consider spending some time on eBay as a buyer in order to collect positive feedback before
becoming a seller. Also be your own customer and go through your buying experience once or twice a year.
Check on shipping, how and when the item arrived.

Be Visible: Gain the trust of your customers by providing your name and location.

Offer Escrow for High Price Items: Offer the use of an escrow service for any higher priced items.

Give Contact Information: Always list an alternate contact email address for bidders. Computers are great, but
you never know

Make it Easy: Make it easy for your customers to pay you. The most popular payment method on eBay is
PayPal. The seller pays the cost of using PayPal, which is approximately 3% of the amount received. The extra
bids and higher prices that you will get just by displaying the PayPal logo on your site will no doubt more than
offset this small charge per transaction. Make sure that you refuse to accept payment from buyers without
confirmed addresses to avoid being liable to repay any money you received from stolen credit cards. Also give
buyers the option of paying via personal check or money order.

Be aware that spam filters can cause negative feedback when they are overly aggressive. Your payment
instructions might not get to your customer. When a bidder doesn’t hear from you they will retract the bids.
Disable any spam-blocking services you or your internet service provider are using and replace them with a
spam scanner. Spam scanners are more passive and PC Magazine recommends Norton AntiSpam or
SpamCatcher.

Respond Immediately: Respond immediately to questions from potential buyers and winning bidders. Check
your account and email several times a day. Let people know how often you check your email and how often
you respond in your policy or on your website.

Learn to Communicate: While this sounds generic and easy, this is the toughest ability to master. Email is so
easily misinterpreted. Read every communication before you send an email and try to misinterpret it. You’ll be
surprised how many ways your words can be misconstrued. Writer and rewrite until you are sure your sentences
say what you mean. Never respond in haste or emotionally to an email. If someone is angry or upset, let the
information digest for a few hours or overnight and then respond. Use eBay’s Contact Member form whenever
possible for these communications. They are less likely to get trapped in junk mail filters.


                                                                                                               157
                                                                                            Table of Contents



Do Your Job: Winning bidders need guidance through the checkout process. Contact them by email within half
a day of the auction’s closing or sooner. Keep accurate records of all communication and documents. Send your
buyer a receipt, a thank you note, and leave feedback on the winning bidder.

Exceed Expectations: Even though you are a virtual business, you should be professional and provide superior
customer service. Always take the high road, stand behind your guarantees, and be willing to take a loss to
either make a customer happy or at least go away satisfied.

Don’t Get Greedy: Charge customers the actual cost of shipping and handling costs. There are add-on options
for your account that will enable potential buyer to calculate shipping costs. This will help you make more sales
and help you avoid having to quote individual shipping costs to every interested bidder. eBay offers a shipping
calculator you can incorporate into your listing. You need to be aware that there are. There are some cons to
this:

       Only United Parcel Service and United Sates Postal Service rates are quoted so that buyers are forced to
        rely on these shippers only.

       The system is only functional for buyers in the continental United States.

       Sellers can only choose one shipping method so that bidders have no choice as to whether their package
        will be sent First Class, Priority Mail, Next-Day-Air, etc.

Calculated shipping cost is automatically entered into a winning bidder’s notification. This means that the bidder
can send payment without any input from the seller even if the shipping quote is wrong.

Make Insurance Optional: Insurance should always be an optional feature. Buyers do not like being force into
paying anything above and beyond the price of the item. Be sure your policy states that you are not responsible
for lost or damaged items if the buyer chooses not to purchase insurance.

Know the Price of Bad Feedback: Handle your online business with integrity. Your positive feedback can make
or break a sale and should be protected. There are times when just refunding a purchase is the best business
decision.

Ship on Time: When the auction is successful notify your buyer and make sure that you send their item(s) in the
time frame in accordance with your shipping policy.

                                                                                                               158
                                                                                          Table of Contents



Packaging: Packaging is important. Wrap packages in clean paper and if breakable make sure to use bubble
wrap as well. Include a receipt, a business card, and a hand-written thank you note and any instructions
required.

Always Presume Everyone is as Busy as You Are: Assume that bidders are in a hurry. Make it easy for them
to read about your auction. Keep this simple. Get the people’s attention and create interest and desire in your
descriptions.

Offer Incentives: Give buyers incentives to purchase by offering free shipping when the bid reaches a certain
amount.

Guarantee Your Business: Offer a no-nonsense money-back guarantee within a certain time period.




                                                                                                              159
                                                                                               Table of Contents



Chapter 12: ClickBank and How It Can Make You Rich
ClickBank is a force to be reckoned with in the world of affiliate marketing and digital product sales. In a very
short period of time, ClickBank has managed to take the world by storm by offering a very simple business
model. They will control the sales and affiliate marketing of digital products like software, eBooks, and more.
They will also make on-time payments to their affiliates while streamlining the purchase process for merchants.
This is why ClickBank is so popular with digital products sellers and affiliates of all kinds. In this chapter, we’ll
review how ClickBank works and how you can use ClickBank to make money.

A. A Golden Opportunity
ClickBank has an extensive affiliate network of people ready to promote digital products. You simply open an
account and decide how much you will pay. If you want serious affiliates to move your products, expect to pay
at least a 50% commission. If that makes you jump out of your skin consider this: Some affiliates move hundreds
of thousands of products per month. Are you presently selling hundreds of thousands of your products?
Remember you only pay when you make a sale, and ClickBank takes care of the paying for you.

As an affiliate, ClickBank also gives you a lot of opportunities to make high-converting and high-commission
sales. Since ClickBank offers up to a 75% commission on products, some merchants offer this amount to entice
affiliates to sell for them. Technically, when you make a sale on one of these items, you are making more off of
that one sale than the merchant. By promoting products that are proven to be high-converting bestsellers
combined with favorable affiliate terms, your paychecks from ClickBank have the potential to be huge.

B. Getting Started
Signing up for ClickBank is pretty easy. All you need to do is give them some basic information and tell ClickBank
where to send your checks. After you’ve signed up, you can start promoting and/or selling your own or others’
products. If you are selling (or wish to promote) digital products such as eBooks, video, and courses, you need to
know ClickBank.

C. For Merchants
If you are a merchant (a Publisher on Clickbank), getting an account and setting up your products to sell on
ClickBank is like hiring a sales force of 100,000. The trick is to entice affiliates to sell your product for you.
                                                                                                                     160
                                                                                               Table of Contents



As a merchant, you’ll want to set up some favorable terms for affiliates to start off, especially if you’ve never
sold any products through ClickBank before and have no proven sales statistics yet. Offer high commissions on
your sales, as much as 75%, in order to entice affiliates. Remember that they can choose which products they
promote and you hope that they promote you.

The next thing you need is a sales letter and a confirmation page. These are the only page requirements from
ClickBank. In essence, you drive traffic to your singular sales page, a long page in which you give visitors a long
sales pitch as to why they should purchase your products. At the end of the page, give them a link to purchase
directly from ClickBank. At that point, the visitor will be directed to ClickBank’s servers to handle payment.
When that’s finished, ClickBank will then direct the user to the confirmation page you’ve created. At that point,
you can begin the process of providing the customer with his or her products. You then maintain the sale by
controlling customer service. Remember that customer service is your job as merchant, not ClickBank’s.

D. For Affiliates
As an affiliate, ClickBank works a little differently. Affiliates market your products many different ways. Some
affiliates have established websites with heavy daily traffic. Those affiliates will often just post a banner or blurb
about your product with a direct link to your website on their page. Others have consumer review sites,
complete with links to purchase every product reviewed. There are plenty of affiliate strategies, many of which
are described elsewhere in this book. The point is that affiliates will promote ClickBank products through their
established channels and pocket commissions off of each sale.

Productivity Scores

If you choose to become a Clickbank affiliate, one of the most important decisions you’ll make is, “which
product should I sell?”

The productivity scores of each product will reveal your likelihood of making a profit pushing that item online.

The four most important productivity scores are:

$Earned/Sale
The average net dollar earned per affiliate per sale. This score describes the net earnings, and does not account
for sales taxes, refunds, or chargebacks.

                                                                                                                   161
                                                                                               Table of Contents



Helpful Hint – If the $Earned/Sale is far less than the value of the affiliate’s commission from the product, that
indicates the product is being returned at a high frequency. (To determine what affiliates should be making per
sale, multiply the commission offered by the sale price of the product)

%Earned/Sale
The average percentage commission earned per affiliate, per referred sale. The %Earned/Sale should reflect the
affiliate commission advertised on the site.

Helpful Hint – The higher the %Earned/Sale, the better.

%Referred
The percent of the merchant’s total sales that are generated by affiliates. If less than half of the total sales are
referred by affiliates, then the merchant is making most of its sales on its own.

Helpful Hint – Generally, the higher %referred the better; however, if the product is new, don’t be alarmed by
a low %referred figure.

Gravity
Refers to the number of unique affiliates who were paid for referring a customer. The gravity is a weighted sum,
not a specific total. If the gravity is high, that means a lot of people are currently promoting the product. If the
other figures are high as well, that means a lot of people are making money selling the product – and you
probably should too!

Helpful Hint – If a site is highly ranked on Clickbank, but has a gravity lower than the products below it, the
product has not been selling well recently. Look for products that have a higher gravity than those products
listed above them instead.

Productivity Score Checklist

To pick the best products to sell, look for these criteria:

       High %Referred
       High %/Sale
       High $/Sale (that is similar to the company’s advertised payout)
                                                                                                                   162
                                                                                         Table of Contents



        Gravity that is higher than the products listed above the listing

To get started as an affiliate on Clickbank:

    1.   Register
    2.   Select a product to promote using the productivity scores
    3.   Click “Get Hoplink” on the marketplace listings
    4.   Start promoting, inserting your unique hoplink to push prospects toward the pitch page
    5.   Get paid!




                                                                                                        163
                                                                                             Table of Contents



Glossary
AdSense: a Google product that provides advertising to publishers who have their own Web space and want to
post advertising on that space.

AdWords: a Google product that allows advertisers to sign up and advertise on Google’s search engine page
through contextual text-based advertising that relates to the terms on the page.

Affiliate: a person who sells others’ products in exchange for a commission on sales he or she generates.

Affiliate brokers: companies that match affiliates with merchant companies so that both can mutually benefit
from working together.

Affiliate marketing: a process of marketing products whereby an affiliate sells the products of others in
exchange for a commission and the merchant who originally sold the products benefits from increased visibility
and increased sales.

ALT text: a piece of code that is associated with pictures posted online that briefly describes what the picture is.
ALT text can be viewed in most Web browsers by hovering your mouse over the image.

Analytics: describes companies and software that track how people navigate the Web and who Web users are
and what their habits are. Analytics companies often offer their services to Webmasters who operate websites.

Article marketing: a marketing scheme where someone writes articles and posts them on free article sites for
the primary purpose of increasing links and driving traffic to your website.

Autoresponder: a computer program that receives emails and then sends immediate responses to those
emails.

Black hat: in SEO terms, refers to a type of SEO usage that can be considered shady and manipulative and is
sometimes referred to as spam. Often black hat SEO can have consequences including search engine bans.

Blacklist: a list maintained by email providers that documents known spammers or people and companies that
send unsolicited spam emails to their customers.

                                                                                                                 164
                                                                                             Table of Contents



Blog: short for “weblog,” a blog is a collection of “nodes” or posts that generally appear in date order. Posts are
often sorted by tags and categories, both of which are defined by the writer of the post.

Bot: a program created by search engines with the sole purpose of scanning websites and saving the data in a
large database. This process is referred to as “indexing.”

CAN SPAM Act: passed in 2003, the CAN SPAM act is law in the United States that attempts to prevent spam
email or unsolicited email for marketing purposes. Among other rules, CAN SPAM requires emails originating in
the United States have an opt-out notice on them.

Click through rate (CTR): a ratio often described as a percentage that describes who has clicked on a desired
link versus all people who visit a site. For example, if 100 people visit a website and 10 of those click an
advertising link, your CTR would be 10%.

Cloaking pages: a black hat SEO technique that provides two websites. The first website is viewed only by
search engine bots. The other version is viewed by actual visitors to the website. This action can result in a
search engine ban.

Contextual ad: popularized by Google, these are text-based ads that appear on SERP’s and other websites
based on the contents of the website or the keywords used in the search.

Conversion rate: describes the ratio of people who take a desired action compared to all visitors. For example,
if 100 people visit a website and 5 of those make an actual purchase, the conversion rate would be 5%.

Co-registration: in email marketing, refers to the practice of collecting opt-ins for more than one company or
organization when visitors visit your website and sign up for emails from you. During co-registration, the visitor
chooses, generally with a checkbox, to receive emails from other companies, allowing the website to make
money off of selling these email addresses to others.

Cost per action (CPA): a marketing term that indicates that payment is made after the customer takes a
desired action. For example, an affiliate may be paid $10 but only when the customers take a specific action like
signing up for an email list.

Cost per click (CPC): an advertising model that states that the advertiser pays for advertising but only when a
user clicks on that ad. For example, if a CPC ad appears on a website and is seen by 1,000 people but only 100
people click on that ad, the advertiser only pays for those 100 who actually made a click.
                                                                                                                 165
                                                                                             Table of Contents



Cost per impression (CPI): an advertising model where the advertiser pays a certain amount of money so that
an ad will be displayed on a website a certain number of times, called an “impression.” For example, an
advertiser may choose to purchase 10,000 impressions of an ad for $100.

CPM (cost per thousand impressions): generally used in Google AdWords, this means the cost to the
advertiser for every thousand times the ad is seen on a website. This term is similar in meaning to cost per
thousand impression or CPM.

Digital product: a product that can be instantly downloaded online. Examples include software, eBooks, digital
music, digital video files, and more.

Direct submission: a search engine submission technique where the site’s creator submits a new website
directly to the search engine without waiting for the search engine’s bots to index the site.

Doorway pages (see "cloaking pages")

Email marketing: a type of marketing whereby a marketer collects email addresses and then periodically sends
marketing messages to those on the email list in order to drum up sales.

Folksonomy: also known as “tagging,” is a word that describes the organization that occurs when users
organize and categorize content themselves rather than allowing someone or something else to do this for
them.

Indexing: what search engine bots do when they collect information from websites that they’ve crawled
through, collecting data.

Joint venture partners: a kind of affiliate that has a more substantial role in the sales process of a product. A JV
partner adds significant value by making considerable numbers of sales through his or her sales channels.

Keyword: a word that appears frequently within the text of a website’s contents that describes the topics
within that website or individual Web page.

Link building: the process of trading links, adding links to directories, and more in order to increase page rank
within search engines that count the number of inbound and outbound links as part of the indexing process.


                                                                                                                166
                                                                                              Table of Contents



Link farm: a website that’s a “free-for-all” of link listings for the sole purpose of increasing page rank. Link farms
are known to actually be detrimental to a website’s page rank within search engines like Google.

Merchant: someone who sells a good or service.

Meta tag: a property that’s added to the raw code of a website and indicates the description and keywords
within that site. Meta tags are often reviewed and counted by search engine bots and are indexed with the rest
of the page’s attributes.

Opt-in: in email marketing, a term that describes when a visitor gives their consent to either receive emails from
you, receive emails from your marketing partners, or both.

Organic search listings: listings that appear within a search engine that are ranked and chosen by the search
engine. Since rank is determined by the search engine, advertisers can’t increase their rank by paying money,
only through using SEO techniques that optimize keywords and thus increase page rank.

Page description: a type of meta tag that appears within the code of a website and is a short paragraph
describing the contents of a website.

Paid inclusion: a system where a search engine will include a listing in their search results and even give that
listing a prominent placement for a fee.

Pay per click (PPC): an advertising system where an advertiser pays the advertising company money based on
the number of times an ad was clicked by visitors to search engines and other websites. PPC also involves
keyword bidding where advertisers decide which keywords to advertise under which determines how much the
advertiser will pay for each click by a website’s visitor.

PDF: stands for “portable document format” and is a file type created by Adobe for documents that can be read
on nearly any computer platform.

Popups: an additional website or window that appears whenever someone visits a website. Popups can consist
of entirely different web pages that load whenever a visitor goes to a website, but can also be popups that only
appear on that website through the use of dynamic programming.



                                                                                                                   167
                                                                                            Table of Contents



Return on investment (ROI): a ratio that shows the difference between what has been invested in a project
and what that product has grossed in terms of profit or loss. For example, if you invest $100 in a project that
eventually makes you $250 in profits, your ROI is $150.

Search engine marketing (SEM): the entire plan used by a website to promote itself through search engines.
SEM can include techniques like search engine optimization (SEO), pay per click (PPC) advertising, and more.

Search engine optimization (SEO): the process of smartly using keywords, links, design, and other website
elements to increase the ranking of a website within a search engine.

Search engine results page (SERP): the page that results when you enter a search term into a search engine.

Sitemap: typically a separate page on a website that shows all the links that a visitor can access within that
website in one single location.

Social bookmarking: a Web 2.0 application that allows users to save their favorite links, share them with
others, and comment on them with other users.

Social networking: a Web 2.0 application that brings together friends from anywhere in one single location to
chat, share pictures, join groups, and more. Examples include MySpace and Facebook.

Spider (see "bot")

Syndication: a system where someone can access content written by someone else and directly add that
content to their website using a program designed for this purpose.

Tagging: much like keywords, tagging is the process of adding descriptive words to blog posts, photos, videos,
and web content.

Title tag: a type of meta tag that is embedded within a website’s code and gives the page a title. This title shows
up in the title bar of a visitor’s web browser and search engines save this information when indexing websites.

Trackback: in blogging, is a referral system where you can link to another blog post as a reference to your own
blog post. On the other blogger’s blog, a link will appear to your blog post indicating that you have cited that
particular entry in one of your own entries.

                                                                                                                  168
                                                                                           Table of Contents



Viral marketing: a type of marketing scheme that relies on users to spread a marketing message rather than
relying on traditional advertising methods to do so. Examples of viral marketing include viral web videos that
Web users share because they provide some intrinsic value other than being a marketing message.

Virtual real estate: describes a website with the primary purpose of providing good content and getting visitors
from search engines that come for the content and come back frequently. Revenue is generally produced
through posting advertising on these sites.

White hat: a type of SEO at uses quality, non-exploitive practices to increase page rank and thus increase the
number of visitors to a website.

Whitelist: a list maintained by email providers of domain names which are allowed and not counted as spam
when emails from those domain names are received by the email provider’s users.




                                                                                                                 169
Table of Contents




        170

								
To top