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					In this issue:

   Editorial: How to make the most of your time
   Your headline: The most important words you'll ever write
   Case study: How to get a #1 ranking in Google -- in only 6 days
   Ask the Expert: Meta tags, landing page relevance for PPC

The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1998
Editorial: How to make the most of your time
By Derek Gehl

The other week we sent out a survey asking you, "What are the top challenges you're
facing with your Internet business RIGHT NOW?"

A lot of you responded by saying you just can't find the time to start your business -- or
take it to the next level.

Hmm.

I hate to be the one to tell you this, but if you don't actively MAKE THE TIME to achieve
your Internet business goals, then you're never going to reach them.

So how do you do it? How do you find the time -- when you're already so busy with
everything else that's going on in your life?

Here's a hint: it's all about how you SET YOUR GOALS.

The #1 reason people fail when they try to start a business is because they have no
clear direction. They chase one idea after another with no clear path to success, and
they never see anything through to completion.

(Sound familiar?)

But you'll NEVER achieve any level of success if you spend your time going off in all
directions, chasing every single opportunity that comes your way.

On the other hand... if you set measurable goals with specific timelines for yourself -- as
well as carefully thought-out action plans to help you hit those goals -- you'll start
seeing results right away. And you'll achieve success faster than you would have
thought possible.

So here it is: my recipe for success, distilled into six simple steps. It's the exact same
goal-setting system I've used to get where I am today.

(And guess what: I went from a debt-ridden college grad with a useless computer
programming certificate to CEO of a $60-million company in just 6 years. So this plan
certainly worked for me!)

Step #1: Set your "Ultimate 3-5 Year Goals"




                                                        1
Ask yourself this: In 3-5 years, what do you want your life to look like? What do you
want your finances to look like? What do you want your business to look like?

Think big -- but stay within reason! Rome wasn't built in a day... or in five years, for
that matter.

Something else to remember: Your goals need to be measurable.

For example, rather than setting a goal like, "I want to be rich!" -- come up with an
actual dollar value. How much money do you want your business to be making in 3-5
years' time? THAT'S the goal you should be aiming for.

Step #2: Set your "Annual Goals"

Now that we know where we want to be in the 3-5 years, we need to break it down into
more manageable objectives. Let's take a look at what you want to achieve in the
upcoming year.

Ask yourself: "What do I need to accomplish in the next 365 days in order to
achieve my ultimate 3-5 year goals?"

Write down as many goals as possible. Chances are, you'll come up with a big list! But
when you're done, you need to pare it that list down to the top 5 "must-do" items.

What are the top 5 things you absolutely MUST do in order to achieve your
ultimate goals? Once you've answered this question, you'll have your top five goals for
the year.

Step #3: Set your "Quarterly Goals"

Those yearly goals seem pretty big, don't they? In order to achieve them, you've got to
break them down into more realistic milestones: your quarterly goals.

This is something you should do every three months -- so if you're working on a regular
calendar year, you should be setting new quarterly goals for yourself every January,
April, July, and October.

At the beginning of each quarter, take a step back and look at how well you managed to
reach your last quarterly goals. Based on that, decide what you need to do during the
next three months to keep moving toward those annual goals.

Remember: Keep your goals specific and measurable!

Step #4 - Set your "Monthly Goals"

Are you starting to see a pattern yet? :-)

Now you need to determine the top 5 goals you have to achieve every month in
order to hit your quarterly goals.

But do you stop here? Nope!

Step #5 - Set your "Weekly Goals"


                                             2
Ask yourself: What are the top things that have to happen this week in order for
you to hit those monthly goals?

Don't limit yourself to five weekly goals. Sometimes you'll have fewer than five --
sometimes you'll have more. When I set my own weekly goals, I find there are
numerous small tasks that need to be accomplished -- or just a couple of big ones.
But at the start of each week, I always make sure I know what tasks are most
important.

Wait -- you're still not done!

Step #6 - Set your "Daily Goals"

Each morning -- before you even check your email -- you need to create a list of
things that have to happen before you go to sleep that night.

Once again, these tasks should be driving you toward your weekly goals.

It doesn't matter if you have only an hour a day to spend on your business. By setting
goals and focusing on the really important things you need to achieve, you'll be shocked
at how much you can get accomplished in a really short period of time.

But the fact remains: you still need to MAKE THE TIME.

Even if you're able to spend only two yours a week on building or growing your
business, it's better than nothing!

Once you have all your goals down on paper, don't file them away in your desk
somewhere! Make sure you can see them in a number of different places.

Tack them to the wall of your office. Put them on your fridge... beside your TV... even
beside your toilet! (I do my best reading there anyway ;-)

You need that constant reminder.

Remember: the only person holding you accountable for hitting those goals is
YOU.

So turn off your email, shut out all distraction, throw procrastination out the window,
and start setting those goals NOW. If you follow this system, I guarantee that 30 days
from now you'll surprise yourself at how much progress you've made!

Your headline: The most important words you'll ever write
By Ric Mazereeuw

Do you want to know the secret to selling things successfully online?

It's finding the RIGHT WORDS for the job.

Consider this: Most visitors take 10 seconds or less to decide whether to stick around or
move on to the next site. Just 10 seconds -- that's all the time you have to convince
them YOUR site is where they want to be.


                                            3
It doesn't matter how well-designed your site is... how high your search engine ranking
is... or how amazing your product is. If your words don't grab your visitors and keep
them glued to your site, they're going to leave -- and probably never return.

Of all the words on your site, the most important are the ones in your HEADLINE.

Your headline is the first thing your visitors see. It needs to capture their attention --
spark their curiosity-- and compel them to read further. And it has to do it fast.

To guarantee YOUR headlines jump off the page and pull potential buyers deeper into
your site, always follow IMC's Top 5 "Unbreakable" Headline Rules:

Rule #1: RELATE A PROBLEM

Most visitors, when they come to your site, are looking for information -- probably in
relation to a problem they want to solve.

Maybe they're curious about local flight schools in their area. Maybe they're searching
for molded chrome fenders to put on a 1953 Chevy Bel-Air. Or maybe they're trying to
figure out how to "unshrink" wool clothes that accidentally ended up in the dryer.

Whatever their problem is, relate to it. Show them YOU know what it's all about.
Demonstrate a clear and genuine understanding of their wants and needs -- and they'll
be far more willing to buy from you.

Rule #2: PRESENT A SOLUTION

You've described a problem. Now you've got to solve it -- in a way that creates a
powerful image in the mind of your visitors.

Tell your visitors they're about to discover how to get the most qualified flight
instructors at the lowest price in town.

Describe how their new chrome fenders will help them outshine the competition at the
next state-wide car show.

Promise them their wife or girlfriend will NEVER know her favorite sweater once shrank
small enough to fit a chihuahua.

Get them to see the end result -- and you're more than halfway to making the sale.

(NOTE: "How to..." and "Discover..." headlines are good at getting people to imagine the
end result.)

Rule #3: FOCUS ON BENEFITS -- NOT FEATURES

People aren't so interested in what your product or service is. They want to know what it
does.

Specifically, they want to know what it'll do for THEM.

Tell them they'll get the real "inside scoop" on the flight school scene -- because they'll


                                              4
be learning it from someone who's been a pilot in the area for more than 30 years.
(Provided that's true, of course.)

Have them imagine the honks, smiles, and admiring glances their car will get every time
they drive it down the road.

Describe the relief they'll feel when they know they're back in their wife or girlfriend's
good books.

Remember the most important question that's on all of your visitors minds -- "What's in
it for ME?" -- and make sure you answer it.
Rule #4: SPEAK DIRECTLY TO YOUR VISITORS

Write your headlines as if you were talking to your favorite customer -- someone you
know very well. Make that person the focus of everything you say.

Don't tell them how great your product is... Get them to picture how great their lives will
be after they've used it.

Just make sure your words are genuine... and use the same kind of language your
potential buyers use.

(For example, if your business is designing sew-on patches for leather biker jackets,
you're NOT going to speak to your customers in the same way as someone who sells
quilting supplies!)

It's like this:

If your customers say "dude," you say "dude."

But if they're the kind of people who say "folks," then don't say dude -- or you're dead.

Rule #5: MAKE YOUR HEADLINES "POP"

Here's a rule we rarely tell anyone but our top customers: When it comes to writing
headlines, it's not just what you write -- it's how you format it.

If you clump all the words together into a dense paragraph, like this one, for example, in
which I'm going to go on and on and use lots of commas and incredibly unnecessary
adverbs and adjectives and pile one idea upon the next (and even include a
parenthetical comment) until you can't even remember how the sentence even started -
- well, your most important ideas will end up lost in the visual clutter.


                   BUT: if you limit yourself to just one important idea per line
                                 And use simple formatting tricks
                            Such as bolding and italics and ALL CAPS

                  ... Then your readers can get your meaning in a single glance!


So those are IMC's "Top 5 Unbreakable Headline Rules"... keep them in mind when it's
time to craft your next headline.



                                                 5
Just remember: Your headline can have a massive impact on your sales, so you'll want
to spend lots of time on it.

We spend HOURS writing our headlines, and we often test four or five of them before we
settle on one that works. But that time is always well spent.

In fact, we once made one tiny tweak to one of our headlines...

... And overnight our revenues jumped by 714%!

Once you've written a few different headlines, TEST THEM. Run them for a couple of
weeks, then compare the results against other headlines. Then, tweak them and test
them again!
You may have to do this a few times before you hit on one that pulls consistently... but
it's definitely worth the effort.

[Ed. note: Ric Mazereeuw is IMC's Director of Mentoring. To learn more about our
Advanced Mentoring Program, click here

Case Study: How to get a #1 ranking in Google -- in 6 DAYS
By Mitch Tarr

Peter Cunningham recently launched a site selling a series of eBooks about salt water
aquariums. At the end of March, he came to the Internet Entrepreneur Club forum
looking for suggestions on how to get more qualified traffic to his new site.

Here are the traffic strategies he'd implemented up to that point -- in Peter's own words:

"I have optimised the site as per the instructions at Search Marketing Lab, started
submitting articles, updating my blog, done a press release, created a couple of viral
books which are doing the rounds and slowly started submitting to directories. I have
also changed my signature in some forums I am active in."

(I love this guy -- he's done a great job of learning the "IMC Way" and putting all our
favorite strategies into practice.)

One of our more advanced Club members advised Peter to put more effort into his blog
and focus on using it as a traffic source.

Andrew Mallory -- an IMC mentor and expert forum contributor -- seconded that
suggestion. Here's what he told Peter to do:

 Keep blogging

 Make sure your blog is being "pinged"

 Submit your blog to blog directories

 Write articles that have your best keyword phrases as titles -- wait until they have
been indexed by Google and submit them to article sites

 Spread your signature block around


                                            6
 Look for blogs that are in your niche. Comment on them

 Look for forums that are in your niche. Ask and answer questions. Let them know
about your free guides and services, like your free classifieds

 Look for joint venture partners to leverage their reach and cross-sell each other's
products

 Submit ads to free ad websites and advertise your free classifieds!

Peter then asked for some input on how he could improve the look and performance of
his blog. One of our advanced members told him to write his blog entries in a more
personal tone. Andrew Mallory backed that up by advising Peter to...

 Be more specific in his "Categories" section in the side bar -- e.g. say,: "aquarium
articles" instead of "articles" and use benefits and keyphrases.

 Edit his HTML template to include meta tags, if possible, so he could insert his top
keyword phrases into them.

   Include keyword-rich <alt> tags with his images.

 Create a blog description that is keyword-rich and focuses on what the chief benefits
of reading the blog are.

   Include an opt-in offer on your blog.

   Start a campaign to get comments on your posts.

On April 4th, Peter wrote back. He thanked everyone for their suggestions and promised
to put them into practice right away.

On April 9 -- just 5 days later -- Peter came back to the forum, bursting with
excitement...

In less than a week, he'd scored a first-page ranking in Google and Yahoo for ALL of the
keyword phrases he'd been targeting with his blog entries. In some cases, he was in
the #1 spot!

So it just goes to show you -- using a blog to get good search engine rankings QUICKLY
really does work.

To check out Peter's blog, click here.

To read the entire discussion thread and find out what else our advanced members and
experts had to say about Peter's business-growing efforts, click here.

(You'll need to scroll UP from there to read the whole thread.)

[Note: Mitch Tarr is IMC's Vice President of Marketing. When he's not busy helping Derek
run the show, you can find him hanging out and offering advice in The Internet
Entrepreneur Club.]



                                            7
Ask the Expert: Meta tags, landing page relevance for PPC
By Nicole Ephgrave

For this issue's new "Ask the Expert" feature, we asked our resident search
marketing expert Nicole Ephgrave to answer a couple of pressing search
marketing questions we recently received from customers -- one about using
keyword meta tags in SEO and the other about landing page relevance for PPC
marketing.

Read on to learn what Nicole has to say:
Question #1:

Hi Nicole! Is there a restriction on the number of keywords that you can put into a
keyword meta tag? If you use too many, do you get penalized by the search engines?

Nicole:

The first thing to keep in mind is that your keyword meta tag will NOT help propel
your site to the top of the search results — regardless of what keyword phrases you use
in it.

Search engines used to look to keyword meta tags to get an accurate picture of what a
web page was about...

But because site owners caught on to this, and began to stuff their keyword meta tags
with keyword phrases for SEO purposes, the search engines switched their algorithms to
compensate. Now the search engines pretty much ignore keyword meta tags.

However! While a well-written keyword meta tag won't necessarily help you as far as
SEO goes, a poorly written one can actually hinder you!

If you stuff your keyword meta tag with keywords, or worse yet, repeat your keywords
over and over again, you could be penalized by the search engines for "keyword
spamming."

With this in mind, here are a few guidelines you should follow when writing your
keyword meta tag:

   Keep the length of your keyword meta tag to 150 characters or less

 Use the keyword phrases you've optimized your web page with ONCE — ideally at
the beginning of your tag — and do not repeat it

 In the rest of the tag, insert keyword phrases that are most related to the keyword
phrases you have optimized your site with

And in case you're wondering whether you should separate your keyword phrases with
commas or dashes... search engines generally ignore these characters, so a simple
space between your keyword phrases will do just fine.

Question #2:



                                           8
Nicole, I put up a site with a fiction novel written by my sister.

I pulled 967 keyword phrases out of Wordtracker that seemed relevant — with high 24-
hour and lower competing.

I wrote ads to the effect of "(Great Novel Name) it's Not — But A Thriller" and clearly
explained in my ad text what the offer was.

Google basically turned off all but 4 of the 967 keywords saying I had to pay up to $5 or
more per phrase — even my sister's name!! (OK, she's out there, but she's not famous
yet) — but I left the "content ad" turned on.

In two weeks, there have been several hundred thousand impressions and about 400
clicks (about $50 worth) with a 0.03% average click-through rate — but all for content.
There have only been 3 opt-in sign-ups so far.

Is it worth it to just leave this up, pause it all and rewrite the ads — or take the content
stuff off?

Thanks!

Answer:

Hi there,

Google AdWords has a landing page quality bot, meaning they will check your landing
page for certain qualities to make sure it is relevant and useful to a searcher clicking on
your ad.

If the page does not meet the standards they will make your minimum bid higher. You
are much better getting 50 qualified customers where your sister's book is exactly what
they are looking for than 10,000 customers that are not qualified. I would go back and
find some more targeted keywords. That will help increase your conversion rate.

Or set up different keywords groups with each group relating to one area and create
different landing pages for each area related to the group.

Hope that helps,

Nicole

[Ed note: You can read more of Nicole's search marketing tips on her blog or meet up
with her in our exclusive "members-only" Search Marketing Lab forum -- it's her favorite
online hangout.]


  Meet the IMC team of experts

  Meet the IMC team of experts -- join us for an exclusive two-day "Wealth-Building
  Bootcamp" coming soon to a city near you!

  For two full days in each of the cities listed below, my IMC team will speak live on



                                              9
stage, giving away the exact step-by-step blueprint you need to grow a lucrative
Internet business...

... Using the most current, most advanced Internet marketing secrets, strategies,
and technologies that we've used to generate over $60,000,000 in online sales.

Upcoming Bootcamps:

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To claim your tickets, click on the links above -- or call my team, who will be happy
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Tell us what you think!

To leave us feedback on the contents of this newsletter, go to:

newslettersuggestions@marketingtips.com

We'd love to hear what you have to say!




Do you have a question for Derek Gehl?

Drop him a line at questionsforderek@marketingtips.com -- and you might see your
question answered in an upcoming issue of The IMC Insider!




                                          10
Do you have an idea or comment you'd like to share with the IMC
community?

Leave a comment on Derek's blog: http://blog.marketingtips.com/derek/

And let's get the conversation started!


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                                           11
In this issue:

   Editorial: How to make the most of your time
   Split-test your headlines with the 'Net's #1 FREE testing tool
   Case study: Site review winner sees revenues jump 25% -- almost overnight!
   Upcoming IMC Bootcamps
   Ask the Expert: SEO tip -- How to avoid the "duplicate content" dilemma

The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1998
Editorial: How to make the most of your time
By Derek Gehl

When I wrote last week's editorial on time management, I had no
idea it was going to spark such a frenzy of goal-setting!

Since then, 167 of you have posted comments on my blog, stating
what your top three 30-day goals are.

And let me say, your goals are pretty darned impressive.

As I promised last week, in this issue I'm going to provide a
detailed critique of some of those goals.

I'm sorry, but I can't provide feedback to absolutely everyone who commented on the
blog. There are simply too many of you.

(Which is good! It means that a lot of you are serious about taking your business to the
next level.)

But I WILL give you some pointers on how to critique your own goals, and make sure
they're specific and realistic enough for you to actually be able to meet them.

Then I'll take a closer look at the goals set by four different people, showing you where
they hit the mark and where they need to sharpen their focus.

Finally, I want to point to a specific problem that a LOT of you seem to be dealing with -
- particularly if you're just starting out, or have a web site that's not making any real
money yet.

(And guess what... to help you deal with this problem, I'm going to be giving away
another FREE eBOOK later this week! I'll tell you more about it at the end of this
article.)

To start off, when analyzing your goals, you have to ask yourself some questions.

How specific are your goals? What "measurables" are associated with them?

For example, are there actual numbers attached to them? If not, how will you know
you've actually reached them?

And are there any "how" statements in your goals?


                                               12
Here's what I mean: It's not enough to say you want to increase your traffic.
HOW are you planning to increase your traffic in the next 30 days? What
specific strategies are you planning to use? And how many visitors are you
expecting to get?
If you don't lay out a clear plan for yourself, you may end up going off in all directions,
and never fully complete a single task.

All right... now that you have those questions in your mind, take a look at the goals
listed below and compare them to your own.

What do your goals have in common with the ones I'm critiquing? And how can you
make my feedback work for YOUR business?

Amy's goals: On the right track, but need a little more focus

Here's what Amy told us:

Okay, here are my top 3...

1. Fix my site as discussed in recent newsletter
2. Increase traffic
3. Make $1,000

So, what do you think? Realistic?

Amy, you're off to a good start, but try to make your goals more measurable and
specific. For example, "increase traffic" is pretty vague. Exactly how many visitors are
you hoping to attract to your site?

Pick a number -- and then work your way toward it.

In terms of making $1000 in 30 days, that's certainly achievable -- so long as you're
trying to sell a product to people who actually want to BUY it.

Far too many people base their business on a product, without EVER having done any
research to find out whether there's a market for it online.

That's not what we teach at IMC! We believe the secret to Internet success is finding a
hungry market that's trying to solve a problem but not having any luck doing it. THEN
you find a product that solves that problem.

It's the only way to guarantee online success -- because you KNOW people are eager to
buy your product before you invest a dime in your business.

Mark's goals: Ambitious but achievable

Here's what Mark said:

Great challenge. Thanks for the impetus.

My 3 goals for the next 30 days for http://romanticsaxmusic.com




                                             13
1. Increase traffic to 500-600 unique visitors per day (from 60-70).

2. Increase sales to $150-200 per day (from $0-35).

3. Create and implement an organized and effective email campaign.

Thanks, again, for your efforts on our behalf, Derek. Any comments you might have are
most appreciated.

Mark, you've got your work cut out for you. But if you're willing to burn the midnight oil,
I'm pretty sure you could achieve at least two of your three goals.
It'll take you a minimum of 10-20 hours a week though. Do you have that kind of time
to spare?

(If it's at all possible, DO IT. You can always catch up on your sleep in 30 days' time,
right?)

One question: Have you ever done any keyword research to discover whether people
really are searching for "romantic sax music" online?

If you know the market is definitely out there, then I think your next step is to get
some traffic to your site using pay-per-clicks. Then you can work on improving
your salescopy.

Your copy is already in better shape than most -- you do include some compelling
benefits, and you've got some great testimonials.

But now you have to take it to the next level.

Focus on your headline first. Right now, it doesn't have any benefits in it. You need
to make your headline speak to your visitors' needs.

How will listening to your music improve their lives? That's what you need to be telling
your visitors -- as soon as they land on your site.

The next thing I'd work on is your email opt-in form. (It's great that you have one, by
the way!) But right now all it says is, "Join our email list."

You have to give your visitors a compelling reason to join your list. Offer them a free
download of one of your songs. Or maybe a free report on the world's most famous
saxophonists.

Remember: if you want your visitors to give you something (like their email address),
first you have to give something to THEM.

Julie's goals: Specific and easily "do-able." But are they too easy?

Here's what Julie said:

Thank you for the push.

My goals in the next 30 days:




                                            14
1. Blog twice a week

2. Add compliments from previous clients about my product/services to my website

3. Add a list of the last 5 states where client have come from.

Hi, Julie. I think your goals are easily achievable. In fact, depending on the time you
have, you may even want to dial it up a notch.

You talked about doing two posts a week on your blog... Why not add another goal:
spend one or two hours a week commenting on other people's blogs? It's a great way to
build some name recognition for yourself and get more visitors to your own blog.

To learn more about the different ways you can use a blog as a traffic-generating tool,
check out the advice our Internet Entrepreneur Club experts have been giving Peter
Cunningham.

You can read about it here.

(Peter acted on their advice -- and got a #1 ranking in Google in less than 6 days!)

Bob's goals: Lofty but vague

Finally, I'd like to take a look at one of Bob's goals because he offered me the best bribe
-- the Nobel Peace Prize of all things! (How did you know it's what I've always wanted?)

Here's one of the goals he talked about:

"I would like to aim at high net worth individuals in a unique way using internet
marketing because the old traditional ways of marketing are not working anymore."

Simply put, Bob, you want to have an Internet business that caters to people who are
relatively wealthy.

Okay. That's a start... but you have to narrow your focus. Are you talking about wealthy
older people? Younger people? Parents? Childless urban professionals?

All those "niche" groups have different needs... different wants... and different
problems they're trying to solve in their lives. What you need to do is focus on one of
these smaller niches -- and find out what problems its members are trying to solve.

Are they looking for off-shore investment advice? One-of-a-kind designer jewelry
pieces? Information on how to buy a summer home in the country?

Once you discover what they're looking for, only then should you build a site that gives
it to them.

You might want to check out Wordtracker to better define your niche.

This useful tool -- created by a couple of guys in the UK -- allows you to discover the
words and phrases people type into search engines like Google when they're looking for
information.




                                            15
It's hands-down the best way to start researching the problems people are trying to
solve online.

(Now... where do I pick up my Nobel Peace Prize?)

All right, everyone. Good luck achieving your goals! I look forward to checking back in
with you in 30 days and seeing how well you've done.

In the meantime, keep your eyes on your inbox later this week...

I did a lot of thinking over the weekend -- and I've decided to give you another free
eBook!

Why? Because it seems a lot of you are frustrated with the lack of progress you've been
making with your websites. You've put a lot of work into your online businesses -- but
still aren't seeing results.

I've taken a look at many of your websites, and I see a lot of you are facing a common
problem. And you know what? It's the #1 problem why people FAIL with their online
businesses.

I don't want that to happen to you!

The good news is, there IS a simple solution to that problem.

Coincidentally enough, a couple of months ago my team and I wrote an eBook outlining
that solution in detail. And to help you rev up your site's income-generating capabilities
-- I want to give that eBook to you for FREE.

It's just another way of saying "thank-you" for being such great subscribers -- and for
sharing your goals with me.
I want you to REACH those goals. And this eBook will give you the knowledge you need
to make that happen.
So make sure you watch for my emails later this week. You won't want to miss the
information I'm about to give you!

Split Test Your Headlines with the 'Net's #1 FREE testing tool
By Mitch Tarr

A couple of weeks ago, I wrote an article on the top 5 things you need to know about
testing.

Then last week, Ric Mazereeuw (our Director of Mentoring) wrote an article about
headlines.

Today I'm going to combine the two topics -- and tell you how to split-test headlines!

Here's why: after my article on testing went out, some of you wrote in to say you just
don't know HOW to test. You don't know which software to use, or how to install it on
your site, or even where to go for that kind of information.

So in order to fill in those blanks, I thought I'd walk you quickly through the process --
using headline testing as an example.


                                            16
(After all, your headline is THE most important element on your entire site -- so it's the
first thing you should test. You have to make sure you've got a good one!)

Okay. Here's what you do:

Step 1: Sign up for a Google AdWords account if you don't already have one. (I'll
explain why in a moment.)

Step 2: Sign up for Google's Website Optimizer tool and install it on your site. (It's free,
but only available to people with an AdWords account. Hence the need for Step 1.)

Step 3: Come up with two different headlines you'd like to test. Make sure they both
include your top-performing keywords.

(Remember, you've got to write to your visitors' expectations. If they're coming to your
site via the free or paid search engines, they're expecting to find something specific.
Make sure it's staring them in the face!)

The two headlines should use different angles to try and "hook" your visitors. Make sure
your audience is able to perceive a real difference between them. If they're too similar,
you probably won't get very good test results.

For example, if you sell a low-carb recipe eBook -- and want to use the keyword phrases
"eat as much as you want" and "lose all the weight you need" -- you might try testing
the following headlines:

       Discover the secret to eating as much as you want, whenever you want
                          And still lose all the weight you need
             While buzzing with the non-stop energy of a 9-year-old kid!

                                        -- versus --

       Tired of trying one diet after another... and never seeing any results?

           (Guess what? There really IS a way to eat as much as you want...
                    ... And still lose all the weight you need!)

             Discover how YOU can get off the "diet rollercoaster" for good!

What do you think -- which of these two headlines will get the best results? You may
have a theory... but you'll never know for sure until you test!)

Step 4: Set up two "experiments" in Website Optimizer to run an "A-B" split-test on the
headlines you've chosen. (Don't worry -- Google will walk you through the whole
process.)

For as long as you run your two experiments, half of all your visitors will see headline A,
while the other half will see Headline B.

Step 5: Run the test for a week or so. Then look at your results.

The headline with the highest sales conversion rate (the highest percentage of


                                             17
visitors making a purchase) is the winner.

Okay... now here's where things get really crazy.

If your site is getting a decent amount of traffic, you might want to test-drive Website
Optimizer's multivariable testing option. It allows you to split-test different aspects of
your sales process at the same time.

For example, while you're testing two different headlines, you could also test two
different price points. Google will tell you which combination of headline and
price scores you the most sales.

(Pretty cool, don't you think?)

NOTE: multivariable testing works best if your traffic numbers are reasonably
good (say, 1000 visitors in a week or less).

Otherwise, it'll take you too long to get any meaningful test results.

But maybe you're not a big fan of Google for whatever reason, and aren't interested in
using the Website Optimizer tool. You can still do some rudimentary testing without it.

Here's how: Run one headline for one week, and count the number of visitors you get
compared to the sales you make. Divide the number of visitors by the number of sales
to get your conversion rate.

(Next week, change your headline and do exactly the same thing.

Which headline has the best conversion rate? That one is probably your winner.

However, other factors may influence your sales numbers during the first or second
week of testing -- and they may throw your results out of whack.

For example, say you run a new pay-per-click ad during the first week -- and it sends a
lot of targeted visitors to your site, boosting your conversion rate.

Or maybe your site gets dropped from Yahoo's listings during the second week, resulting
in a major fall-off in traffic.

Either of these two things could have a huge impact on your conversion rates. And that
makes it almost impossible to know for sure how your two headlines actually performed.

So if you're going to try testing without using Google Website Optimizer, you need to
pay careful attention to whatever else is happening to your site during the testing
period.

One last thing: there's no point in testing your headline -- or anything else on your site -
- if you're not seeing any traffic.

So your first order of business is to get those visitors coming in!

If your budget permits, run some pay-per-click ads through Google AdWords or Yahoo
Search Marketing. That way, you can start driving traffic to your site right away.


                                             18
Then you can test your headlines -- and discover the "magic words" that compel your
visitors to buy.

[Ed. note: Mitch Tarr is IMC's Vice President of Marketing. When he's not busy helping
Derek run the show, you can find him hanging out and offering advice in The Internet
Entrepreneur Club.]

Case study: Site review winner sees revenues jump 25% -- almost overnight!
By Andrew Mallory

As an IMC mentor, I'm always delighted when people apply our strategies to their
business and experience phenomenal results.

Chris Bryant is an excellent example of someone who's doing exactly that.

He sells study guides that teach people how to pass the high-level computer courses
they need to take in order to be certified to work in the information-technology industry.

He got the idea for his business when he was taking those very same computer courses.
He thought the course materials were far too complicated for the average student, with
too much "techno-babble" and not enough practical knowledge.

And the study guides available at the time were either incomplete, out of date, hard to
read, or way too expensive.

So like any good engineer, Chris looked at the problem and found a better solution.

He created a series of study guides that are comprehensive and easy to understand. And
then he started selling them online as eBooks.

(eBooks are great because once you've created them, it costs absolutely NO money to
reproduce them over and over again -- so you keep nearly 100% of the profits. And you
can automate the entire process, so you can spend all your time growing your business
instead of running it!)

Last fall, Chris was the "$5,000 Site Review" winner for the October issue of our monthly
"Secrets to Their Success" private members' e-zine.

Chris was already doing a lot of things right with his site. For example, he...

   Was selling an in-demand product to a well-defined niche market

   Was using a long copy salesletter to convince visitors of the value of his product

 Had scores of great testimonials from satisfied -- and certified! -- customers on his
sales page

 Had written hundreds of short articles and got them posted at free-content
sites (which is a great way of generating traffic to your site)

   Was getting 1000s of visitors to his site each month



                                             19
   Had started his own blog

 Had opened his own eBay store to promote his product on the world's largest auction
site

... And his efforts were paying off. In 2005, his site pulled in $35,000 -- and 2006 was
shaping up to be a MUCH better year.

But when the IMC team of site design experts looked at his site, they knew it could be
doing a whole lot better.

The team of experts -- including our head website designer, a professional copywriter,
and our senior editor -- went to work redesigning Chris's site and overhauling his
salescopy.

Specifically, they...

   Made the overall design cleaner and more professional looking

   Simplified the navigation, reducing the number of links

 Streamlined the salescopy, placing more emphasis on Chris's unique selling
proposition ("USP") and the benefits his product offers

 Included an opt-in offer, so Chris could stay in touch with his visitors and customers
and persuade them to buy more products over time

   Showcased his testimonials more effectively

   Created a catalogue page that features all his products at a glance

 Advised him to automate his eBook delivery process, so he'd no longer have to
spend 30 hours a week fulfilling orders

 Suggested he implement a linking strategy with his giant article archive -- and
include a link to one of his salespages in every article

(It's a great way to improve your ranking with the search engines and drive more people
to your salespages.)

... And that's just scratching the surface.

Chris was so excited to act on our advice, he had the new site up and running in less
than a week.

And the difference was immediately noticeable!

His search engine rankings for his best keywords skyrocketed to the top #10 (often #1
or #2!)... The number of visitors he got from Google went up 200%... And his revenues
shot up by 25%!

(To see what the most recent version of Chris's site looks like, click here.)



                                              20
But Chris wasn't content to stop there. Last December he joined our exclusive Internet
Entrepreneur Club (which is where I met him). He was happy with the way his site was
performing, but he knew it could still do better.

(That's true of EVERY business... No matter how well you think you're doing, by
constantly testing and refining your site... your salescopy... your offer... ...and your
sales process... you'll always find new ways to make your site perform better.)

So Chris went back to the experts for advice. He came to the Internet Entrepreneur Club
forum bursting with questions on how he could make his site even more effective.

In recent weeks, the IMC experts in the forum have been giving Chris tons of advice on
how he can improve his site's performance still further.

You can read our recommendations -- and discover how they might apply to your
business -- by visiting this week's featured thread in the Internet Entrepreneur Club
forum.

Simply click on the following link: IEC featured thread.

After all -- the advice we're giving Chris may be the key to unlocking higher profits with
your business, as well!

[Ed. note: Andrew Mallory is an IMC mentor and regular expert contributor to the
Internet Entrepreneur Club forum.]
Ask the Expert: SEO tip -- How to avoid the "duplicate content" dilemma
By Nicole Ephgrave

After last week's issue went out, a number of you wrote in with questions
related to search marketing. I've asked my resident search marketing "wizard"
Nicole Ephgrave to answer a couple of them for you:

Question #1:

I've been reading a lot lately about how publishing free articles on sites like
EzineArticles, GoArticles, etc. can hurt your Google rankings for duplicate content.

Is this true? Is it better to make adjustments to each article you submit in an attempt to
avoid it being labeled duplicate content - and if so, how much of an adjustment is
needed so that Google's software doesn't consider it duplicate content?

Thanks,
Sherryl

Nicole:

Hi Sherryl,

A great question. Duplicate content is always a hot topic!

First, let's talk about how Google defines duplicate content: "Duplicate content is
substantive blocks of content within or across domains that either completely match


                                             21
other content or are appreciably similar."

It's not rocket science but now you have a clear picture. Let's get back to your question.

Google wants to make sure that it gives a good mix of different content when someone
does a search. It does not want your article to come up as all of the first 10 results (too
bad :o).

So it will cite a source for the article, and that will get ranked while the rest of the
versions usually don't get ranked at all -- or end up in the supplemental index.

A good idea is to wait until Google indexes your article and THEN submit it to other
places. Otherwise someone else gets YOUR rankings. Although it is still your article with
your details, it is always preferable to have them land on your site.

As a side note, I would always go a step further than just submitting to article
directories. To increase your exposure even more and get high quality inbound links,
you're better off writing individual articles for high-quality web sites.

I usually have my clients contact websites individually and form a relationship with them
-- even as far as offering customized content -- to get their content on pages with has a
higher Google Page Rank. You want to have really high-quality links.

So when you are syndicating your articles, make sure you put as much detail as possible
in the resource box, including a link to the original article and more information.

Some people will have two different versions of their article -- one for syndication and
one for their website. These should be totally different. If there's just a small percentage
of different copy, Google will still count it as the same article.

Hope that helps!
Question #2:

I own a website, www.fun4partyanimals.com, that sells franchises in mainly South
Africa. It also lists my rental franchises in South Africa.

I have worked hard to get the site high in Google's rankings. I feature high in the Google
global rankings, but I am struggling to get my rankings up in the region that the site
targets, namely South Africa.

Please can you give me some advice. I know I have registered a dot com and not a
.co.za, but surely if lots of local sites point to me it should count?

Also my site is hosted in North America, does this matter?

I also have the same problem on MSN. (Global and local that is.)

Please let me know if you have any advice that can help.

Regards,

Andrew




                                              22
Answer:

Hi there, Andrew.

Wow -- your site looks like fun!

Some pointers when you are working with a local site:

 Try to put the city, state, and country in all your title tags.

 On the footer of each page have the local address information. That's also a great
place to put your keyword phrase (e.g., Jumping Castles 1234 South Africa Street)

 Buy the country-specific domain name and redirect it (do not put up a mirror site).
Although it's not necessary to have your website country code domain, it doesn't hurt.

 Just as you suspected, your site should be physically hosted in the targeted country
(and the server IP must resolve to that country) OR...

 Submit your site to as many local directories as you can, e.g., Google Local, Yahoo
Local, Ask City, Local.com, AOL local, Any African yellow pages. SuperPages, BBB, or
local directories.

 Take advantage of PPC advertising. All the major PPC services (Yahoo Google and
MSN) allow you to specify regions where you want your ad to show up.

You can also report to Google if your site is in the wrong place. Here's where you need
to go:
http://www.google.com/support/webmasters/bin/answer.py?answer=34450&query=cou
ntry+&topic=&type=

I would also recommend updating your site without frames and using keyword-rich,
benefit-oriented headlines coupled with all the useful on-page and off-page SEO
optimization factors.

That should get you pointed in the right direction. Before long you should be in the right
place!

Nicole

[Ed note: You can read more of Nicole's search marketing tips on her blog or meet up
with her in our exclusive "members-only" Search Marketing Lab forum -- it's her favorite
online hangout.]


In this issue:

   Editorial: Outsourcing 101 -- How to get your site built for as little as $200
   Start-up tip: Top 7 ways to identify "no-fail" affiliate opportunities
   Writing tips from "The Club": Features vs. Benefits
   Ask the Expert: How to use the Internet to promote an offline business




                                                     23
Upcoming IMC Bootcamps
The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1998
April 30, 200
Editorial: Outsourcing 101 -- How to get your site built for as little
as $200
By Derek Gehl

Many people think it costs thousands of dollars to hire other people to
build a business on the Internet.

That's a myth!

In reality, you can outsource the "drudge work" of building your business
-- and get twice as much done in half the time -- for as little as $200.

But in order to do this cheaply and effectively, you have to know which
jobs to outsource -- and how to choose the right person for the job.

Here's how you do it...

Derek Gehl's Top 3 Jobs to Outsource:

1. Website Design: Good news! Site design costs a fraction of what it used to. You can hire great
designers to build terrific sites for as little as $100.

Just post a "designer wanted" ad at one of these two popular freelance sites:

eLance.com

RentACoder.com

Web designers from all over the world will bid on your ad. You can choose the person or company
who will do the best job for the lowest price. Best of all, it's free to post an ad at these two sites --
and there's no obligation for you to use anyone who bids on your job.

2. Programming: If you're not a computer programmer and your site needs some programming
-- say, to set up a shopping cart or add a custom feature like an opt-in form -- then hire someone
to do it!

Computer programming isn't the sort of thing you learn how to do overnight -- no matter how
smart you are. If you hire a freelancer through Rentacoder.com, you'll find someone who can do
the job in hours instead of days.

Fact: I have met many entrepreneurs who hired a programmer or designer through eLance.com or
RentACoder.com -- and have continued to use them for years with massive success!

3. Writing: If you want to write an eBook, a book, or a course -- and you're not a professional
writer yourself -- put together an outline describing what you want and then hire someone else to
write it for you. You're guaranteed to get a better product faster.

How much will it cost you? Well, we have lots of clients who have hired professional to write and
edit 100+ page eBooks -- for less than $650. (Okay... so it ain't "dirt cheap" -- but when you work
out the hourly rate it's still pretty darn good).

Just remember -- you'll save yourself money and get a better product if you present the writer
with a detailed outline of what you want them to write.




                                                   24
And where can you find good writers for the job? You guessed it... eLance.com.

You may be asking yourself, "How much will it cost to get my entire site done by other people?"
Well, I did a little searching on eLance.com and found the following info, based on all of their
transactions in 2005:

                  Service                       Lowest Cost                Average Cost
             Web Development                          $100                      $622
              Graphic Design                          $50                       $264
                   Writing                            $50                       $376
         Audio, Video, Multimedia                     $50                       $832

... And prices have come down since 2005!

In my experience, the money I spend outsourcing jobs nearly always results in greater profits.
That's because it frees up my time so I can stay one step ahead of the competition and bring a
best-selling product to market before anyone else does.

When you find someone you think you want to hire, remember these important tips:

 Take the time to set your expectations down in writing -- so the person you hire knows
exactly what they are. That way, you'll eliminate confusion or misunderstanding -- which will save
you time and money in the long run.

 Before you hire people, check their references! Pick up the phone and actually call their
previous employers. If I'm going to hire someone to write an ebook for me, I want to be 100%
sure they're good writers who can do the job! The only way to know for sure is to interview people
who hired them in the past.

 Set deadlines -- and make sure penalties are in place if the deadlines are missed. This may
sound harsh, but if you are trying to run a business you want to make sure everyone involved is
motivated to work towards the same goal.

Now, if you're on a real shoe-string budget and the prices quoted above seem a bit steep, don't
despair. You don't HAVE to outsource any work.

It's totally possible to do everything yourself -- even if you don't know the first thing about
programming or website design. You'll just have to invest more time in learning how to do these
things yourself, which means it'll take you a bit longer to get to the finish line.

But once your profits start rolling in... you can reinvest some of them in your business and start
outsourcing your "drudge work," too! It's a great way to grow your business bigger, FASTER.

Have YOU ever outsourced any work? Tell us about it! Was it a good experience for you? Or did
you end up paying too much for work that wasn't what you wanted?

And if you have any favorite outsourcing resources I didn't mention here, please share them with
us on my blog.

Happy outsourcing!
Start-up tip: Top 7 ways to identify "no-fail" affiliate opportunities
By Chris Reynolds

Last week, Derek gave you an eBook on the 3 fastest ways to make money online. If you've read
the eBook, by now you know the fastest way to earn profits online is to join affiliate programs.




                                                 25
(That's when you sell another company's products for them, in exchange for a commission fee. It's
a great way to add instant revenues to a website, whether you're just starting out or already
running a profitable business.)

When you're researching possible affiliate programs to join, here are the 7 most important
questions to ask yourself...

(Note: This information is all taken from the free eBook Derek sent out last week. I've just turned
it into an easy reference list, so you can print it up and have it beside you as you do your
research.)

1. Is the product actually valuable?

Any product you promote is going to reflect directly on you. If you choose a good-quality product
that's reasonably priced, your customers and subscribers will continue to trust you and be
interested in future product recommendations you make.

2. Does the company have a good reputation?

Before you join an affiliate program, check out the company's reputation. They should offer good
customer service and be very professional at all times. You don't want to offend people by
referring to a company that treats them like dirt!

3. Can you provide an honest and informed recommendation of the product?

Sincerity sells. It's hard to be genuine when you recommend a product you've never actually tried.
Do your homework -- buy the product and try it out yourself. At the very least, talk to a number
of people who have tried it, so when you promote it, you sound like you know what you're talking
about.

4. Does the affiliate program pay a good commission?
You should expect to be paid 20% to 50% of the net profit for every product you sell. Don't waste
your time on programs that offer only 5% to 10% -- they'll never earn you the kind of money you
want.

5. Is the product a "best-seller"?

There's no point trying to sell a product that nobody wants to buy.

Look for sites that have at least a 1% conversion ratio. (That means they'll get a sale from 1 out
of every 100 visitors you send them). It's your job to send them targeted visitors -- but it's their
job to convince those visitors to buy their product.

6. Do they pay you for every sale you help them make?

Look for a program that tracks all of your sales --whether they're made online or through the
phone, fax, or email. (Many companies only track online orders, and this means you'll never get
credit for 5% – 10% of your affiliate sales!)

The company should also give you access to your own real-time statistics, so you can see how well
your promotions are doing. You should be able to see…

   How many visitors have clicked through from your site to theirs
   How many of those visitors made a purchase
   Your sales totals for that month and previous months
   How many sub-affiliates you have (if you belong to a "two-tiered" affiliate program)




                                                 26
7. Do they give you free promotional tools, tips, and strategies?

A good affiliate program will provide you with everything you need to be successful -- such as
traffic-generating banner ads, text links, and salescopy. They should offer to teach you everything
you need to know to earn good money. After all, their success is directly based on YOUR success!

Here's something else to keep in mind: Affiliate websites are just like any other kind of online
business -- they're only successful if they appeal to a focused niche market. Make sure your site
targets a specific group of people who are all trying to solve the same problem. And then make
sure the affiliate product you promote really does solve that problem.

If you do these two things -- and are able to answer "yes" to these 7 important questions -- then
you're guaranteed to make money recommending affiliate products.

One last thing -- if you haven't downloaded your copy of the free eBook we gave away last week -
- "Derek Gehl's Three Proven Strategies to Making Money Online," it's not too late. Simply click
here now:
http://www.marketingtips.com/foolproofstrategies

... And you can start putting our information to work for your business right away.

[Ed. note: Chris Reynolds is IMC's Director of Business Development and manages our own
successful affiliate program.]
Writing tips from "The Club": Features vs. Benefits
By Andrew Mallory

Since Mitch Tarr wrote an article about headlines a couple of weeks ago, a lot of people have
written in asking us, "What's the difference between a feature and a benefit?"

Good question! When it comes to writing your salescopy (the words you use to sell your product
on your website), knowing the difference between a feature and a benefit is essential.

Coincidentally enough, I started a discussion thread on this exact topic in the "Internet
Entrepreneur Club" forum just the other day.

(It's like I'm psychic or something... =)

I'll give you the link so you can visit the discussion thread in a moment. But first, I want you to
participate in a short copywriting exercise, so you can determine how well YOU know the
difference between features and benefits.

Here's the exercise: Imagine your business sells red waterproof boots.

Now come up with a list of benefits associated with your product. What would people "get" out of
buying your product? How would it improve their lives?

(Remember: Keep the focus on them -- not the product itself. Your benefits should answer the
most important question in your potential buyers minds: "What's in it for ME?")

So. Red waterproof boots. What's good about them?

Grab a pen and some paper and brainstorm your list of benefits. Then come visit this week's
featured discussion thread in The Entrepreneur Club and see how your list compares with the
benefits some of our top Club members came up with.

Click here to visit the discussion thread:

www.internetentrepreneurclubforum/featuredthread




                                                  27
... And get a FREE crash course in salescopy writing.

(Just be aware that you're starting at the bottom of the thread. In order to see how the
conversation progresses, you'll want to scroll UP.)
Let the benefits begin!

[Ed. note: Andrew Mallory is one of IMC's advanced mentors and a regular expert contributor in
the Internet Entrepreneur Club. To learn more about how you can join this exclusive private
members' club, click here now.]
Ask the IMC Expert: How to use the Internet to promote an offline
business
By Ric Mazereeuw

Here's a question recently sent in by Phylis. She wants to know if the information we offer can be
used to promote her offline flower shop. (In a word: YES!) I've asked my Director of Mentoring,
Ric Mazereeuw, to answer her.

Phylis asks:

I am the owner of a Flower & Gift Shop. I also have a website for the shop (adannas.com).

I have been subscribing to your marketing tips for the last few years but have not taken it
seriously until now. I never considered my business an Internet business, but I'm beginning to
think otherwise. (hope this is not a stupid question) Can the tips you offer be used for my
business? If so, can you let me know exactly how?

Ric answers:

That's actually an excellent question, Phylis -- and one I'm happy to answer.

Here's something I can't stress enough: The Internet is a necessary part of any successful
business nowadays.

Your store is a perfect example. You run a flower shop. In order to keep your customers returning
to your store, you want to stay in touch with them. You need to communicate with them.

Well, the Internet is the ULTIMATE communication tool.

Here's how you can use it: From now on, every time a customer buys flowers from you, you
should collect five very important pieces of information:

   Their first names
   Their last names
   Their email address
   The name of the person they're buying flowers for
   The REASON they're buying flowers

Let's say one of your customers buys flowers for his mother on her birthday. About 11 1/2 months
after that purchase, you send him an email reminding him his mother's birthday is coming up
soon.

Then you offer him a 25% discount off one of your nicest floral arrangements if he calls you to
place an order in the next 48 hours.

Your phones will be ringing off the hook!




                                                28
Not only will you be giving your customer a highly compelling reason to take you up on your offer,
you may also be doing him a HUGE favor by reminding him his mother's birthday's coming up.

With that kind of customer service, you'll really stand apart from your competitors.
Of course, once you have your customers' email addresses, you can send them occasional
promotional messages all year long. For instance, you can let them know when...

 You have rare or hard-to-find flowers in stock

 When you're having an "end of season" or "clearance" sale

 You're running holiday specials (for Valentine's Day, Mother's Day, Father's Day, Graduation,
Secretary's Day, and so on.)

You can even send them friendly follow-up tips after they make a purchase, telling them how to
care for the flowers they just bought.

Again, it's all about providing excellent customer service -- so the next time one of your customers
needs to buy flowers, yours is the first store that comes to mind.

Hope that helps, Phylis!

[Ed. note: Ric Mazereeuw is IMC's Director of Mentoring. To learn how you can apply for a spot in
our Advanced Mentoring program -- and get "round the clock" advice from your own personal
Internet marketing mentor, click here: http://www.marketingtips.com/advancedcoaching.]




In this issue:

   Editorial: Using testimonials -- 4 "best practices" to instantly boost your sales
   How to earn "no risk" eBay profits in 7 days or less
   Case study: A "search engine marketing" success story
   New feature: Internet marketing term of the week!
   Upcoming IMC Bootcamps

The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1998
May 07, 2007
Issue #146
Editorial: Using testimonials -- 4 "best practices" to instantly
boost your sales
By Derek Gehl

When you're running an online business, unbiased third party
recommendations -- aka "testimonials" -- are one of your most potent
sales tools.

Here's what you need to know...

1. If you are going to sell online you must have testimonials.




                                                          29
2. If you're trying to sell online without much success and you're not using testimonials... get
some now and put them up! I guarantee you'll be surprised by the results.

3. If you're selling successfully -- but not using any testimonials -- if you put some on your site,
you will sell MORE.

Seriously, it's that simple. More testimonials = more sales!

However, there is a catch. I'm going to be candid: at least 85% of the websites I visit (and I'm
being generous here) completely screw up the way they present their testimonials.

So if you want to start using testimonials effectively, here are the top 4 testimonial "best
practices" you need to start using yesterday:

1. Use testimonials that offer real MEASURABLE results

Avoid using "feel good" testimonials. They're the ones from customers who gush about how great
you are and how much they love you -- but fail to mention what kinds of results they got from
using your product!

Good testimonials describe how your product helped someone...

 Make or save more money. (If so, how much -- and how long did it take?)

 Become more successful at something. (If so, how much more successful -- and how long did it
take to achieve that success?)




 Improve their health. (If so, exactly how did their health -- and life -- improve after they used
your product?)

Maybe your product doesn't offer tangible results like these. Maybe you sell collectibles, like coins
or model trains -- or entertainment items, like CDs or DVDs. In that case, use testimonials that
build your credibility as a seller.

They should answer questions like:

   Was the quality of your product accurately represented on your website?

   Were you responsive to your customer's needs?

   Was shipping and packaging good?

   How did their shopping experience at your site compare to the competitors?

.... You can see what I am getting at here. Your customers don't want to hear how nice you are. (I
mean, I know lots of nice people I'd never buy from -- because I don't think their products offer
any real value.)

Your customers want to know if your company keeps its promises and offers products that deliver
results. Use testimonials that clearly show those results -- in as specific a way as possible -- and
your customers will show YOU sales.

2. Keep your testimonials SHORT and POWERFUL




                                                 30
If your testimonials are longer than 4-5 lines, most potential customers will just skim them or skip
right over them. Keep them short and get to what matters... Results!

3. Include as much PERSONAL information as possible

The majority of online testimonials I've seen include just the first initial and last name of the
happy customer. That's not enough information -- it doesn't fully establish the testimonial giver's
credibility. You want to present as much information as possible, including:

   First name
   Last name
   City, State/Province
   URL if they have a web site
   Brief demographic or professional description:
   Stay-at-home mom
   Retired
   Teacher
   Doctor
   Student
   Etc.

.. As well as any other relevant information your customers will allow you to publish on your site.

. 4. Use the most EFFECTIVE formats

Here are the different formats you can use on your web site to present your testimonials (from
most effective to least effective):

1. Video testimonials

2. Audio testimonial with photo of customer.

3. Written testimonial with photo of customer.

4. Written testimonial

With technology today, anyone can sit down with a basic digital camera and give you a powerful
video testimonial to use on your web site. If you limit yourself to written testimonials, then you're
limiting your results.

And remember... don't be shy! Ask your customers for testimonials. You'll be surprised how easy
it is to convince a happy customer to record an audio or video testimonial for you.

In fact, many will volunteer on their own -- but chances are you'll get more quality testimonials
sooner if you simply ask for them.

**Shameless plug** If YOU'RE a customer who has experienced success with one of my products
or strategies, I'd love to hear from you! What product was it? What kind of results did you get?
Send an email to questionsforderek@marketingtips.com and tell me about it.

If your testimonial shows great results, then chances are I'll feature it on my web site soon.
(Which means your website URL could be seen by an extra 2,300+ people a day!)

To see how we use testimonials on our web site go to: www.marketingtips.com/marketing-online




                                                 31
You'll see lots of examples applying the 4 "best practices" outlined above. Don't try and reinvent
the wheel... just copy what works.

The 2 tools that guarantee eBay success
By Jim Kobialko

The first thing people ask me when they discover I'm a professional eBay mentor is, "Can you
really make a living selling on eBay?"

The answer to that is a definite YES!

In fact, thanks to the great research tools available, you can discover exactly what products are
hot-sellers on eBay -- and find cheap sources of those products -- so you can set up your own
profitable eBay business in less than a week!

Here's how to do it:

Step #1: Brainstorm possible research topics

Brainstorm a list of your skills and interests. What topics are you most interested in? What skills
have you picked up on the job or in your personal life? Any one of these could be the basis of a
highly profitable eBay business.

Step #2: Choose a topic to explore further

Narrow your list down to your top 5 choices. Now pick one to research further. It should be
something you could see yourself basing a business on. For example, maybe you're a high school
basketball coach, or a huge NBA fan. One of the topics you'd probably want to explore further is
basketball.

Step #3: Use Terapeak to discover what people are buying on eBay
Terapeak is hands-down my favorite research tool. It costs only $16.95 a month to use and
shows you exactly what products people are buying on eBay. It shows you the exact search terms
people are using to look for products on eBay.... how much the products are selling for... and who
the competition is.

In short, it tells you absolutely everything you need to know to determine what products to sell --
and how much to sell them for -- in order to make a profit on eBay.

Let's go back to the basketball example. Terapeak can tell you exactly how many people are
buying basketball-related items on eBay. Then you could drill down deeper to discover exactly
what those basketball-related items are.

Plus, it'll tell you the exact keyword terms people are using when they search for those items on
eBay!

You could even discover what percentage of items actually got sold -- so you'd know how
successful your listings are likely to be, before you even post them.

Say you discovered that Nike "Air Force S.T.A.T." basketball shoes were selling on eBay for an
average price of $79.99 -- and that 60% of all listings for those shoes received bids. That means
for every 10 listings you post, you'll successfully sell six pairs of shoes.
Step #4: Calculate your profit margin

As you probably know, eBay charges you money for every listing you post. How much you pay
depends on how much your starting price is, how much the final sale price is, and how fancy your
listing is. (For example, how many pictures you include.)




                                                 32
You need to figure out these costs, so you know exactly how much of your profits will end up in
eBay's pocket. Once you know that, you'll know how much you have to charge in order to make
more money than you spend.

Step #5: Find a reliable drop-shipper

Drop shipping is an arrangement in which a manufacturer or distributor ships products to your
customers on your behalf. You do all the selling and the drop shipper is responsible for product
development and order fulfillment.

Drop shipping is a great way to start making money FAST on eBay because it allows you to
auction new products almost instantly. You don't have to build up your own inventory. And you
don't have to worry about leftover stock.

All you have to do is use Terapeak to figure out what you want to sell -- then find a drop shipper
who supplies that product, sign up for their program, and you're in business.

The downside to drop shipping is, you won't make as much money as you would if you were
selling your own products.

Also -- due to the growing popularity of drop shipping, there are a lot of scammers out there
selling fake lists of drop shippers for hundreds of dollars online. There are also middlemen posing
as drop shippers who'll charge you much more for merchandise than you should be paying.

Don't let these scammers scare you away. Just be aware they exist and always look twice at any
company before agreeing to enter into a business arrangement with them.

Here are two drop shipping resources that offer reliable information and have a good reputation:

   Worldwide Brands offers a directory of legitimate drop shippers with excellent reputations.
Worldwide Brands is also the ONLY directory publisher of drop ship and wholesale product sourcing
information on the Internet that is certified by eBay.

   Doba allows you to source products that you can drop ship to your buyers. You can browse
product categories or search for specific keywords, and then buy the ones you want to sell, or use
the "Push to Marketplace" feature to list them on eBay immediately.

Step #6: Write your own listings -- and make sure they stand out from the crowd!

Here's a trick that'll have you making more money than your competitors who also sell drop ship
products: WRITE YOUR OWN LISTINGS!

The vast majority of people who sell products through drop shipping use the product listings
they're given by the drop shipper. That means shoppers see the exact same salescopy for every
product they click on!

Make sure YOUR listing stands out from the crowd by writing it yourself -- and including the
keywords you found during your Terapeak research. These are the exact words and phrases
people are using when searching for products on eBay. Place them prominently throughout your
copy -- and you'll have a listing that catches people's attention because it speaks directly to their
needs.
Step #7: Start selling!

That's it! As you can see, by using a research tool like Terapeak and a product sourcing tool like
Doba or Worldwide Brands, you can set up a profitable eBay business in well under a week. Best
of all, you can guarantee it's successful before you even set up your first auction.

Happy eBay selling!



                                                  33
Ed. note: Jim Kobialko is head of IMC’s expert team of eBay mentors. To learn more about how
you can set up your own highly profitable eBay business, click here:
www.auctiontips.com/course].

Case study: A "search engine marketing" success story
By Nicole Ephgrave

Debra LaPorte was a stay-at-home mom who didn't like the idea of going back to work at a nine-
to-five job. So she didn't!

Instead, she started YourSafeChild.com, an online business selling child safety and identification
kits -- and her business brought in over $500,000 last year alone.

We recently interviewed Debra for our private "Secrets to their Success" website. And she told us
that she owes much of her success to search engines like Google and Yahoo. Her only form of paid
advertising are the "pay-per-click" campaigns she runs through Google AdWords and Yahoo
Search Marketing.

She's also a self-taught "SEO" expert and has scored herself a top position in the free search
engine listings, as well. (And THAT'S traffic gold!)

The results of her efforts speak for themselves: YourSafeChild.com gets around 3,500 unique
visitors per month and some of those visitors, like Brinks Security and Subway Restaurants,
turned into HUGE sales!

Pay-per-click marketing is Debra's primary Internet marketing strategy.

When you're working on a PPC campaign, you need to create a budget and track your ad costs --
it's extremely easy to overspend!

But that doesn't mean you shouldn't bid on more expensive keywords. Once you've calculated how
much a visitor is worth to you, just keep your keyword bids under this amount and you'll stay in
the black.

Here's what Debra says...:

I'm spending about the same amount a month for Yahoo and Google, with nearly equal results.
With Yahoo, my major listings are at least $1 per click, sometimes $2 (I long for the days when I
only spent about $.10 per listing!) And it seems to be about the same for Google.

Any good pay-per-click strategy doesn't just rely on one or two keywords. You need a long list --
and that's where the Debra's favorite, Keyword Selector Tool, and Wordtracker come in handy
They'll help you develop a list of "long-tail" keywords that by themselves, don't amount to much,
but taken together, can bring you lots of targeted traffic.

Here's how Debra uses her keywords...

Search engines are our only advertising, so we take great care to stay in first or second place for
each of our pay-per-click keywords (we have about 130 on Yahoo alone!)

On Google's non-paid listings we're usually in the first five listings for our top converting
keywords, such as "child ID kit." On Yahoo and other engines like MSN, our listings are usually in
the first two pages. I am working on improving this.

In 2000, when we were only using GoTo (now Yahoo Search Marketing), I made a list of
keywords, which not only included the product names and categories, like "Child ID," and
"Toothprints," but also variations such as "Protect Child, "Safety Tips," and "School Safety."




                                                 34
The Keyword Selector Tool was extremely instrumental in choosing our keywords. I had no idea
there were so many ways to say "ID Card"!

The keywords that have been most effective for us have been related to identification product
categories (Child ID, child ID kit, kid identification, etc.), more so than the actual names of the
products.

It takes a while to see which keywords perform best -- it's kind of like a science. But over time, it
becomes apparent that you may be wasting money on keywords that don't generate results.

Even better, the act of hunting down those keywords can open your eyes to new marketing
strategies you never considered.

During her keyword research, Debra discovered that there were a lot of companies and
corporations looking for ways to raise their brand profile or raise money for charity. That gave her
a great idea for a new service. She offered to print company logos on kits and found a whole new
market!

She says...

Our list has also expanded to include "Logo Imprinted Product," and "Fundraising for
Organizations," which targets our promotional and fundraising customers.

In terms of organic SEO, Debra rolled up her sleeves and became her own SEO expert...

After looking up site optimization on the Web, I recently began working on refining the keywords
in our meta tags and our site description. I've also been adding keyword-rich descriptions to the
ALT tags. I read that Google is now using ALT tags as one of their criteria for placement.

I truly believe that if you want to save money on hiring a professional, you can search the Web for
information about any subject area and learn how to do it yourself. I have no experience with
SEO, but I am willing to learn, and so far, it's working.

Working? You bet!

Last year's revenues of $500,000 were up more than 43% over 2005, and Debra's aiming for
$1,000,000 in sales this year. She's a great example of someone who understands the importance
of strategic search engine marketing -- and the role it plays in the success of an online business.

[Ed note: You can read more of Nicole's search marketing tips on her blog or meet up with her in
our exclusive "members-only" Search Marketing Lab forum -- it's her favorite online hangout.]
New feature: Internet marketing term of the week!
By Derek Gehl

A lot of people have been asking me recently to provide definitions for some of the terms we
commonly use in our articles.

That's a great idea! After all, I want to be sure you get the most out of the information we provide
you each week. That's why I've decided to include a new feature in our newsletter: the Internet
marketing term of the week.

This week's term is "forum thread"...

As you may know, a discussion forum is a website where people gather to discuss a particular
topic — an interest or hobby, perhaps, or something related to a specific industry. Forums can be
free for anyone to join, or they can be members-only subscription sites.

A forum thread is a set of messages that have been grouped together according to topic, and



                                                  35
ordered in terms of when they were posted.

All forum members are able to start new topic threads or post their comments on a pre-existing
one.

For example, if I went to an Internet marketing forum to get some feedback on a new tool I'd
heard about, I would start a new thread asking people what they knew about the tool. Anyone
could then add their comments to the thread I started.

To see an example of a forum thread, click here to see the weekly "featured thread" at our private
members' forum, the Internet Entrepreneur Club:

InternetEntrepreneurClub/featuredthread

(Just be aware that you're starting at the bottom of the thread. In order to see how the
conversation progresses, you'll want to scroll UP.)


In this issue:

   Editorial: The top 10 questions you NEED to ask if your site isn't making any sales
   Yahoo Search Marketing's "Panama" upgrade -- boom or bust?
   24 free and cheap design resources to help you build your site
   Internet marketing term of the week: Longtail keywords
   Upcoming IMC Bootcamps

The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1998
May 14, 2007
Issue #147


Editorial: The top 10 questions you NEED to ask if your site isn't
making any sales
By Derek Gehl
Imagine: After weeks of hard work, your website is finally live. You've officially been open for
business an entire week. And yet you haven't made any sales.

Not. One. Single. Sale.

Arggh!
Don't despair -- we've all been there before. In fact, it's one of the most common problems people
ask me to solve for them.

Here's something that'll help ease the pain of turning a "dud" site into one that rakes in the
profits: Derek Gehl's surefire "My Website Ain't Making Money!" troubleshooting checklist!

If you recently launched a new web site and aren't getting the results you expected, you need to
ask yourself every single question on the list below, starting at number one.

Once you're able to answer "yes" to all ten questions, I guarantee the sales will come rolling in.

Print out the following checklist and start your troubleshooting right now:

1. Is there actually a market for your product? By that I mean, are you POSITIVE you're
selling a product or solution people are actively looking for online -- and not finding? That's the
formula for a successful business.


                                                      36
The best way to answer this question is to do keyword research and confirm whether people are
using search engines to look for a solution to the problem your product addresses -- but not
having any luck finding one.

(Our favorite keyword research tool is Wordtracker. You can learn more about it here:
www.wordtracker.com)

2.Are you getting enough traffic? Before you can really judge your website's effectiveness, you
need at least 1,000 unique visitors (not pageviews).

If you've only had 100 visitors and haven't made a sale, be patient! You just need more traffic.
Once you've had 1000 visitors, then you can begin to assess how effective your site really is.

3.Are you getting targeted traffic? If you've had 1,000+ visitors to your website and you still
haven't made a sale, find out where your visitor traffic is coming from. That'll help you know if it's
targeted or not.

The best way to get top-quality traffic to your site is by bidding on extremely targeted keywords in
the pay-per-click search engines.

(By "targeted," I mean, keywords that speak directly to the people who are most likely to buy
your product.)

If you drive 1,000 visitors to your site -- using targeted keywords in your PPC ads -- and you still
don't make a sale, then we know the problem isn't the quality of traffic you're getting.

It's your website.

So let's take a look at that next...

4.Is your headline effective? If your site doesn't have a compelling headline that clearly
communicates a powerful benefit, your potential customers aren't going to stick around for your
offer.

Writing a better headline is typically the easiest way to fix a floundering website. If you get more
people to stay on your site and read your offer, more people will buy your product.

5.Are you distracting your visitors from your main sales message? You need to get rid of
everything that encourages your visitors think of something other than your main offer.

This includes: links to other websites, Google Adsense ads, banner ads for other products, free
articles that don't support the sale... the list goes on.

Keep your visitors focused only on buying your product -- and your sales will go up.

6.Are you using testimonials effectively? Like I said in last week's editorial, testimonials are
one of your most powerful selling tools.

Nothing says, "Buy it now!" like an unbiased third-party recommendation.

If your site is brand new and you don't have any testimonials yet, give your product to a few
friends and ask them to provide you with testimonials on how well it worked for them.

7.Does your guarantee take away the risk of buying? A good guarantee is an essential
selling tool -- especially on the Internet.

Unless you're a major brand (like Sony, Walmart, Pepsi) that your customers inherently trust, you



                                                  37
need to let them know you'll stand behind your product.

Reassure them that if they're not 100% satisfied they can send it right back for a full refund. And
remember, a longer guarantee usually results in more sales -- and fewer refunds!

8.Is your price too high? Or too low? Most people know that if you price your product too high,
you'll hurt your sales. But this can also be true if your price is too low.

People get suspicious when the price is far below their expectations. They think it's probably "too
good to be true" -- and as a result, they don't feel confident making a purchase.

9.Is your ordering system easy to use? Just because you can figure out how to navigate
through your ordering process, it doesn't mean your average customer can.

If you want to make sure your ordering system is "user-friendly," find a few friends who aren't
very Internet savvy and get them to order your product.

Watch over their shoulders and take notes. Where did they get stuck?

Make sure you fix whatever problems they encountered -- because your potential customers are
encountering them, too!

10. Do you have good salescopy? If you aren't using well-written salescopy to sell your
product, then you'll never achieve online success. It's that simple.

It doesn't matter whether your particular site needs short copy or long copy, the fact will always
remain: Your product isn't going to sell itself! You need to find the right words to do the job.

So there they are... the 10 questions I ask whenever I look at a website that's not turning visitors
into sales. Once I'm able to answer "yes" to all 10 questions, I always see a substantial
improvement to the site's conversion rate.

Now, if you're scratching your head, wondering what a good sales letter looks like... how to test
pricing... how to write a headline... or how to use the pay-per-click search engines -- then I have
to be honest and tell you, you need more help than I can provide in a single newsletter!

If you want detailed, step-by-step training on everything I mentioned above, then go to
www.marketingtips.com/marketingstrategy and check out my best-selling Internet marketing
course, The Insider Secrets to Marketing Your Business on the Internet.

I know I'm biased, but I truly believe it's the best investment you'll ever make.

To your continued success...

Derek Gehl
Yahoo Search Marketing's "Panama" upgrade -- boom or bust?
By Nicole Ephgrave

It's been more than six months since Yahoo Search Marketing rolled out its new ad platform --
named "Panama" -- to Canada and the U.S.

And recently, I've been getting a lot of questions from people who want to know, "SO? Is it
working better than the old Yahoo?"

In my opinion, yes!

There was a big outcry when Yahoo first announced its new ad platform. Some advertisers didn't
want Yahoo to mimic Google AdWords and move away from being a "pure" pay-per-click program



                                                 38
(in which the highest bidder on a particular keyword gets the highest ranking for that keyword).

Like Google, "Panama" now takes the relevancy of the site into account as well as the amount
advertisers bid -- so there's no way to guarantee exactly where you'll end up in the listings.

(Of course, the upside is, useless sites without any meaningful content can no longer take the top
position simply because their owner placed the highest bid!)

When the switch first happened, there was a lot of confusion as advertisers tried to understand
how their ads and keywords should best be managed.

However, the feedback since then has been very positive. Not only that, the upgrade seems to
have halted the steady trickle of advertisers who had been leaving Yahoo for Google AdWords.

Avenue A| Razorfish -- a large ad agency -- has been using Yahoo's new ad platform and recently
released the following stats. Since they've been using the "Panama" platform, their...

 Search impressions are up an average of 5%
 Click-through rates are up a whopping average of 10%
 Cost-per-click prices actually decreased an average of 6%

I've heard echoes of these stats across the board. People are saying their cost-per-click prices
with Yahoo Search Marketing are going down -- while their click-through rates are getting higher.
Interesting stuff!

If you're not aware of the difference between Yahoo's old ad platform and this latest version,
here's a brief rundown. "Panama's" new features include...

   Multiple ad testing: You can now have multiple ads running for the same ad group! An ad
group can contain up to 1000 keywords and up to 20 ads and each of your campaigns can have up
to 1000 different ad groups.

Plus, new feature called "Ad Optimize" automatically determines which ad is getting the best click-
through rate -- then makes sure that ad gets shown the most.

    Geo-Targeting: You can set your ads to be shown only in specific cities and regions -- which
is great if you have a local business or want to test different ads in certain geographic areas.

However, one drawback is, you still have to set up different accounts for different countries.
(Hopefully, they'll fix that soon.)

  Campaign-based Analytics: You can use Panama to set your goals -- such as ROI, for
example -- and the system will automatically adjust to help you reach them.

   More advanced campaign scheduling and reporting: You now have more control over the
timing of your ads, which will help you make the most of your budget. (Because you can make
sure they only get displayed at times where you get the most converting click-throughs!) Plus, you
can customize your reports better.

   A bidding structure that rewards relevant sites with great content: As I mentioned
above, Panama uses a bidding algorithm that looks at more than just the bid amount. Other
factors are considered as well, such as your click-through rate, landing page relevancy, and site
history.

The more appealing your ad is to your audience, the better position you'll get -- and the lower
price you'll pay!




                                                 39
   Instant ad and account approval: You used to have to wait at least two days before your
account would be set up. And once you got your account and created your ads, you'd have to wait
another two days (or longer!) for your ads to be reviewed before they went "live."

Now you can set up your account and start posting ads immediately. This is a great improvement!

   A more user-friendly interface: "Panama" gives advertisers better control over their
account and makes it easier for them to target their exact audience. Gone are the days of waiting
for ad approval and having to set up nearly duplicate campaigns to try testing different ads. And
good riddance, I say!

Of course, the system isn't perfect. Yahoo's still working on some tweaks and plans to add new
features to the ad platform in the near future.

Now, if you're like most of the people I know, your next question if probably, "Which is better --
the "new" Yahoo Search Marketing platform or Google Adwords?"

Honestly, they both have their pros and cons. Yahoo Search Marketing still has a minimum bid of
10 cents -- while Google's minimum is only 1 cent. So depending on the keywords you target, the
paid search program you use could have a major impact on your ROI. Yahoo is great for "long tail"
keywords but you may end up paying more for general keywords.

However, I recommend you take them both for a test drive and see which works best for you. If
you're a newbie, choose one and learn how to use it well before moving on to the next. Be patient
as you run your first pay-per-click campaigns and remember to test, test, test.

Before you know it, you'll probably be using both!

[Ed note: Nicole Ephgrave is our in-house SEO "wizard." You can meet up with her in our exclusive
"members-only" Search Marketing Lab forum.]
24 free and cheap design resources to help you build your site
By Andrew Mallory

One of the questions we often hear from our Advanced Mentoring clients is, "How can I build a
website? I don't know the first thing about site design!"

You don't have to build your own site if you don't want to. You can always outsource the job to
someone else.

However, it's a good idea to learn as much about web design as you can. Even if you get someone
else to build your site, you should learn enough basic HTML so you can make any necessary
changes to your site yourself.

It'll save you a lot of time -- and money! -- if you don't have to hire a contractor every single time
you want to update your site.

The good news is, you don't need to study for weeks on end to learn how to use today's most
popular design tools. Lots of them have been built with complete novices in mind and come with
great tutorials that walk you through the whole process.

And the best thing is, lots of them are really cheap to use -- or even free!

Here's a list of the top 20 resources we recommend to our top-paying clients. If you want to learn
how to build your own site from scratch -- or want more control over a site that's currently up and
running -- be sure to check out them out!

1. Domain tools




                                                 40
Your domain name is your business's "address" on the Internet, so it's crucial you choose the right
one. Try to find a domain that gives browsers a hint of what they'll find at your site.

Tools to help you get a domain include...

   Wordtracker (www.wordtracker.com) -- to locate possible domain names with popular keywords
   Nameboy's "Gen" (www.NameBoy.com/gen.php) -- to get more ideas for domain names
   Domain tools (www.DomainTools.com) -- to see if a domain name is available
   For registering domains: www.GoDaddy.com

2. Website hosting

Your web host is responsible for ensuring your web site is always up and running at top speed. If
you site is always down... or if it takes ages to load... you're going to lose money. So it's essential
you choose a host you can trust!

Here's our favorite hosting solution: www.1and1.com

3. Basic HTML tutorials

There's plenty of software you can use to build a site without knowing any code at all. But it's
actually helpful if you at least understand the basics of HTML. For some good free HTML tutorials,
check out these sites:

   www.Davesite.com/webstation/html
   www.HTMLgoodies.com
   www.PageTutor.com
   http://www.webreference.com/authoring/design/tutorials.html

4. Design tips & resources

For some great tools and information on simple, effective design, check out these sites:

 SitePoint: www.sitepoint.com
 Builder.com: http://builder.com
 Useit.com: www.useit.com

5. HTML editors

"HTML editors" are software programs that allow you to design a webpage with little knowledge of
HTML -- and they're as easy to use as any basic word processor.

 Nvu (www.nvu.com): Anyone can use this free tool to create and manage a website -- even if
they have no technical expertise or knowledge of HTML. (In fact, I'm using Nvu to write this article
right now!)

 Dreamweaver (www.dreamweaver.com): This is a tool that's very popular at IMC. It's good if
you're willing to spend some money to get additional features not available on the free HTML
editors out there.

6. "All-in-one" website builders

If you're a bit intimidated by technology, you may want to consider an all-in-one website builder,
where a company provides you with all the tools you need to quickly piece together a site.




                                                  41
Go here to find our favorite: www.MarketingTips.com/allinone

7. Resources for designing your web site

For good articles and resources on developing effective navigation and a simple, user-friendly site
architecture, check out these sites:

   Webmonkey: www.webmonkey.com
   AnyBrowser.com: www.anybrowser.com
   WebDeveloper.com: www.webdeveloper.com
   Web Page Analyzer: www.websiteoptimization.com /services/analyze
   NetMechanic: www.netmechanic.com

8. Adding "extras" to your site

You may want your site to go beyond basic HTML, especially when it comes to automating chores
and making it more interactive for visitors. You can find "extras" -- like forums, content
management systems, and shopping carts -- at these websites:

 www.HotScripts.com
 www.cgi.ResourceIndex.com
 http://ScriptSearch.com

9. Hiring a designer

If you can afford it, it's a good idea to hire a web designer to build the initial "template" for your
website. Typically, this should include a logo, navigation menu, and the overall "look" for your
homepage. Then, you can make tweaks as necessary later on.

For a good, affordable designer, try: www.eLance.com

So, those are the tools we most often recommend to people. What are YOUR favorite design tools?
Are there any that aren't on this list? Go to Derek's blog and tell us about them! We're always on
the lookout for great new resources to share with people.

[Ed. note: Andrew Mallory is one of IMC's Advanced Mentors and a frequent contributor to our
exclusive Internet Entrepreneur Club. To Learn more about the benefits of joining the Internet
Entrepreneur Club, please visit: www.marketingtips.com/internetentrepreneurclub]


Internet marketing term of the week:
Longtail keywords
By Derek Gehl

In Nicole Ephgrave's article on Yahoo Search Marketing's "Panama" upgrade, she mentions the
strategy of bidding on "longtail keywords" as an effective low-cost way to drive targeted traffic to
your site.

For those of you who aren't familiar with this term, here's the IMC definition:

Longtail keywords are 3 to 5-word phrases with a very specific meaning that applies
directly to the product or service you sell.

The more specific, the better! That's because people who are searching on highly specific phrases
are closer to making a buying decision. And that means they're far more likely to purchase your
product than people who are searching for more general information.




                                                   42
    For example, if you sell custom-made hubcaps for antique cars, who do you think is more likely to
    buy your product:

    ... someone who does a search on the keyword, "antique car info"

    -- or --

    ... someone who does a search on "1935 Chevy truck hubcaps"?

    The second person, obviously!

    So when you run your own pay-per-click ads, make sure you try to target as many highly specific
    phrases as possible. There'll be fewer people searching on those phrases, but they'll be far more
    likely to buy your product.

    And the great thing is, longtail keywords are cheaper than more popular ones -- which means
    you'll get more converting customers and save money on your ad campaigns at the same time!

In this issue:


              Editorial: What NOT to sell on the Internet
              Imagine: The answers to ALL your questions right at your fingertips!
              Buying a "targeted" email list: 4 questions you MUST ask before you open your wallet
              Term of the week: ISPs
              Upcoming IMC Bootcamps


The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1998
May 29, 2007
Issue #149
Editorial: What NOT to sell on the Internet
By Derek Gehl
  Are you just getting started and trying to figure out what to sell online?

    If yes, there are 3 rules you absolutely MUST follow in order to avoid going down the wrong
    product path.

    These rules have nothing to do with researching supply and demand or locating a niche market to
    sell to. They actually precede that kind of research. And if you violate one of them, then I can
    guarantee the product you choose will NOT be a good money maker.

    So here they are...

    Rule #1: Don't sell something people can easily buy at the local supermarket!

    Or mall, or hardware store, or electronics shop, or sports store, etc. etc.

    Why would people go online to buy something they can easily get on their regular weekly
    shopping trip?

    Unless you can offer something truly unique -- such as a lower price or a hard-to-find product --
    you'll find it tough to compete with the convenience and the lack of shipping costs those offline
    alternatives offer.

    Rule #2: Don't sell a "time-sensitive" product!




                                                             43
If you try to sell something people need RIGHT AWAY, you're going to have a hard time
convincing them to wait a few days for it to be shipped to them.

For example, if you do proper keyword research you'll see that thousands of people do searches
every month on the keyword, "cure sore throat fast."

But here's the challenge: If someone wants to cure a sore throat fast, do you think they're going
to wait for you to ship a herbal remedy? No! They're looking for immediate results. And once their
cold has gone, their desire to buy any kind of cough remedy will vanish along with it.

Rule #3: Don't enter a market with a massive amount of competition!

If there are already a huge number of savvy marketers selling to your intended market, you
should probably choose a different market.

Take world-famous online "shopping mall" Amazon.com, for example. They're one of the hugest
online vendors out there. If you decide to start your own catalog site selling a general selection of
books, or music, or DVDs, how will you ever be able to compete with an industry giant like
Amazon?

Unless you figure out a way to offer a lower price (doubtful) or cater to a very specific niche
Amazon hasn't yet tapped (difficult), you're going to have a hard time getting your business off
the ground.

Nothing is impossible... but the more competitive a market, the more time and money it will cost
for you to become successful.

If these rules seem ridiculously obvious, then I apologize for wasting your time. But I had to
mention them. Every day, I see budding entrepreneurs break these rules and spend weeks...
months... and even years working extremely hard for minuscule results.

And it frustrates me, because I know it didn't have to be that way.

If you want to learn how to find hot products that people are absolutely GUARANTEED to buy --
before you even start selling them! -- you can discover the formula that teaches you exactly how
to do it in Step One of my best-selling course, "The Insider Secrets To Marketing Your Business On
The Internet."

For more information, go to:

http://www.marketingtips.com/tipsltr

If you're just getting started online, you cannot afford to choose the wrong product! That's why we
dedicated a full 5 lessons in our course to showing you how to choose the right product. You can
let us hold your hand and walk you step-by-step through this entire scientific process.

Or you can base your business on guesswork and hope for the best... but I hope you'll take my
advice instead. :-)

To your online success,

Derek Gehl
Imagine: The answers to ALL your questions right at your
fingertips!
By Derek Gehl
Admit it: You have a LOT of questions about Internet Marketing.




                                                 44
How do I know this? Because every day you send me a ton of questions about every possible
aspect of marketing a business online.

   "How do I find a niche?"
   "What numbers do I need to use when calculating conversion rates?"
   "How can I tell if this guy's scamming me or not?"
   "How long should my guarantee be?"
   "How do I market other people's products?"
   "Is blogging really a good way to get traffic to a site?"
   "How do I upload an eBook to my site and make it viral?"
   What's the best email automation program to use?

The list goes on, and on, and on.

Don't get me wrong! I love getting your questions, and I try to reply as many as I possibly can --
both directly and within this newsletter.

But the truth is, I can't answer everyone's. There's just not enough time in the day. And I know
that for every question asked, there are 1000s NOT being asked. It drives me CRAZY knowing so
many people are groping in the dark for answers, but not finding them.

That's why I'm taking a moment to shamelessly promote my best-selling course, "The Insider
Secrets to Marketing Your Business on the Internet."

I'm doing it for YOU.

Because I'm hearing you say over and over again you NEED the information in my course. And if
you need it, then you should have it!

"The Insider Secrets to Marketing Your Business on the Internet" has been the #1 selling online
marketing course for 8 years. Why? Because its proven 8-step system actually WORKS.

It walks people through every single stage of building a business:

 From learning how to guarantee the success of your business right from the starting gate, by
finding a product people are ALREADY eager to buy...

 To building an effective selling site and driving 1000s of visitors a week to it...

 To automating the entire process so you only have to spend a few hours a week running it!

It doesn't matter what your question is... you'll find the answer to it in my 819-page course.

(Plus tons of answers to questions you don't even know you have yet!)

So if you don't want to wait around hoping you'll see the answer to your question in one of my
upcoming newsletters -- if you're impatient to jump-start the growth of your business and see
massive improvements in record time -- then get this encyclopedia of online marketing
information working for YOU right away!

Just click here to discover exactly how my proven 8-step system can help you reach your goals:

http://www.marketingtips.com/tipsltr

I guarantee it'll be the best investment you'll ever make for your business!




                                                   45
Okay... Here ends the blatant product plug.

(I'm sorry, but it had to be done. So many of you obviously need the information included in my
course, I actually felt I was doing you harm by not telling you about it!)

We now return you to your regular programming... =)
Buying a "targeted" email list: 4 questions you MUST ask before
you open your wallet
By Andrew Mallory

[Ed. note: Andrew Mallory is one of our top Internet Entrepreneur Club experts. To learn more
about the Club, please visit: marketingtips.com/internetentrepreneurclub]

A subscriber named Tony recently wrote us to ask if buying targeted email lists is a good way to
drive traffic to a site.

(A "targeted email list" is a list of email addresses belonging to people who are likely to buy your
product.)

Here's the short answer: Yes... sometimes.

But before you decide to buy, there are four very important questions you need to answer:

Question #1. Is the list vendor legitimate?

Do some careful research to make sure the vendor is a reputable company. I'm sure you know,
there are a lot of scammers out there!

You can check out what the Better Business Bureau has to say about the company at
www.bbbonline.org.

If you don't find anything there, go to a search engine like Google and type in phrases like:

 (company name) + fraud
 (company name) + rip-off
 (company name) + scam

You'll quickly find out if anyone has ever had an unpleasant experience with them.

(That's the great thing about the Internet... There are lots of scammers out there, but there's just
as many people who will point their fingers and cry, "Foul!")

If you don't come across any complaints, chances are they're legitimate.

Question #2: Is the list actually targeted?

Imagine you're a real estate agent. Which email list would you rather buy:

1.A list of people who recently visited a mortgage broker in your area, inquiring about a first-time
home owner's loan

-- or --

2.A list of random names pulled from phone books all over the world?

The first option, obviously! It's made up of people who are very likely to buy your services. It's an
extremely targeted list.



                                                 46
If you're thinking about buying a list, make sure it's targeted to your particular market. Contact
the vendor directly and ask them exactly how they got the names on the list. Don't settle for
anything less than full disclosure.

Question #3: Did the people on the list give the vendor permission to share their
addresses?

This is another question you should ask the vendor. If the people on the list haven't given their
permission -- watch out! Sooner than later (and probably sooner), someone will report you as a
spammer -- and that'll get your email address blocked by the major ISPs.

Same goes if the list includes a lot of "dead" email addresses (ones that people don't use
anymore). Unused email addresses are often used as "spam traps," and companies who send to
them get labeled as spammers.

That's something you definitely want to avoid. Getting yourself removed from a spam list involves
jumping through a lot of hoops -- and wasting a lot of time in the process.

Question #4: Is this really the best way to spend my advertising dollars?

In certain circumstances, the answer to that is going to be "yes." For example, if you sell hospital
equipment, then a list of hospital administrators' email addresses is probably worth GOLD to you.

In most cases however, I would recommend you explore other free and cheap traffic sources --
especially if you're just starting out. Email lists can cost you hundreds -- or thousands -- of
dollars.

The following options are often much cheaper and more effective:

 Co-registration: Works great if you have a newsletter. Arrange a deal with another company,
so people who subscribe to their newsletters are given the option of subscribing to yours as well.

 Blogging: Drive traffic to your blog via the search engines and offer a free report full of
valuable information to people who opt in to your list.

 Forums: Hang out in forums that are popular with your target market. Let people know you
have a free report that's full of information they'll find useful, and include a link to your opt-in
page in your signature.

 Buy advertising space in other people's newsletters: Just make sure they have a large list
and target the same market you do. (Offering a complementary -- NOT competitive -- product, of
course.)

If you offer the right price you could even ask them to mail a special promotion to their list on
your behalf. And the great thing is, there's no chance you'll be accused of spamming -- because
you won't be the one mailing them!

One last piece of advice. If you do buy an email list, remember that the people on the list don't
know you from Adam. They're not expecting an email from you. They might even have forgotten
they gave the list vendor permission to share their address.

You should probably not hit them with a hard promotion the first time you mail them. It takes a
while for most people to feel comfortable enough to make a buying decision. Help them get to
know you -- and trust you -- before you start selling to them.

Finally, make sure you send them an eye-catching email that captures their interest and speaks to
their needs in a friendly, personal tone -- and above all, doesn't read like spam!


                                                   47
Term of the week: ISPs
By Derek Gehl

In Andrew's article on buying email lists, he talks about the danger of getting your emails blocked
by the major ISPs.

"ISP" stands for "Internet Service Provider." Your ISP is the company that provides you with
access to the Internet. AOL, Earthlink, and AT&T are three examples of ISPs.

The ISP is (or should be) connected to the Internet 24 hours a day. If you have telephone dial-up
access, your computer's modem dials the phone number of the ISP, which then connects you to
the Internet and allows you access to your email and the World Wide Web.

If your ISP provides high-speed cable or DSL service, you have access to the Internet 24 hours a
day - whenever your computer is turned on.




                                                48
In this issue:


   A special message from Derek Gehl
   Editorial: How to start an Internet business with $179.72
   How much is success worth to YOU? And what are you willing to give for it?
   "Why is my site not showing up in Google?"
   Meet the IMC team of experts at a city near you!


The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1996
June 25, 2007
Issue #153

*A special message from Derek Gehl*
In the past 10 days, you've sent me more than 400 cries for help.

I'm talking about the comments you've been posting on my blog in response to the question,
"What's your biggest challenge right now?"
Some of your stories really touched me -- like Mark, who just lost his business in a fire and is
looking for a way to start over. (Mark, I'm really sorry to hear that. I'll be giving you some advice
on how to turn around your fortunes in just a moment.)

Susan's story inspired me. She sells luxury condos in 4 and 5-star hotels and was asking about
email marketing strategies that will make her business even more successful. (I'll be answering
that question next week, Susan!)

And I was motivated by Ed, who wrote to say that he went from making minimum wage to five
times as much in just a year, thanks to IMC. (Thanks for letting us know, Ed. Success stories like
that make us happy to come to work every day!)

I want you all to know that I am absolutely committed to helping you solve as many of your
challenges as possible. And I'm bringing in my team of experts to help.

So make sure you read all the upcoming issues of the IMC Insider -- and also look out for some
mid-week emails I'll be sending you as well. You never know when we might answer YOUR
question!

Mark, this next one's for you...

Editorial: How to start an Internet business with $179.72
By Derek Gehl
Recently I asked you to leave me a comment on my blog, telling me what your number one
challenge was.

One member of the "IMC Insider" community is currently facing a more difficult challenge than
most. Mark just lost his entire business in a fire and doesn't know what to do next in order to
begin again.

Well, Mark, if you're thinking about starting an Internet business, you're definitely on the right
track. Out of any business you could start, an online one is by far the cheapest -- and the
quickest!

To help you get started on the right foot, here are some tips on how you can get your business up
and running in 30 days -- and making a profit -- with under $200.

Step #1: Use Wordtracker to find a product people already want to buy (1 month =



                                                       49
$55.78)

The first thing you need to do is locate a niche market and discover a product you can sell to
them.

Wordtracker is a keyword research tool that makes this step as easy as possible. It shows you
what people are searching for in the search engines, so you can discover what their problems are
and then present them with solutions.

A one-month membership should give you plenty of time to complete this first step. You can sign
up for Wordtracker at: http://imc.wordtracker.com

Step #2: Choose a domain and set up your hosting account
(3 months = $23.94)

Most hosting companies are dirt cheap these days and will give you a domain name when you sign
up.

If you get a beginner account with 1and1Internet, you can get three months of hosting for just
$23.94. It's a great hosting company and will provide you with everything you need to get started.

You can sign up by going to http://www.1and1.com.

Step #3: Build your site using NVU (It's FREE!)

Although 1and1.com provides you with a basic website builder, you may decide you need more
advanced web editing capabilities to customize your site.

If you're on a tight budget, NVU will do the trick. It offers a great WYSIWYG editor for free. As you
get more advanced, you may want to upgrade to Dreamweaver (which you can buy at
Adobe.com). But NVU is more than enough to get you started.

You can try it out at: http://www.nvu.com.

Step #4. Set up your payment process using PayPal (It's FREE!)

If you're going to sell your own product online, you need to be able to take payment for it! And if
you're counting pennies, PayPal is by far your best option because it's free and so easy to add to
your site.

Be sure to sign up for a "Premier" account. It's still free but offers some additional features you
need as an ebusiness.

Okay... so your site's up and you're able to process payments. Now you need visitors!

But how do you get traffic on a shoestring budget?

Step #5: Use pay-per-click engines to drive qualified traffic to your site (1 month
starting cost = $100)

Here's some good news: When you sign up for your hosting account with 1and1.com, you get
$100 in free traffic from Yahoo, Google and Microsoft. If you match that investment, you'll have
$200 to play with -- and that amount of money can go a long way if you play your cards right.

Just make sure you don't blow on your money on high-priced, overly general keywords!

Stick to savvy pay-per-click strategies and bid on cheap, overlooked keywords -- and you'll be
able to get quality traffic without draining your bank account.




                                                  50
(Hint: think synonyms and misspellings!)

Step #6: Distribute articles to free directories and content sites
(It's FREE!)

One of my favorite free traffic strategies is simply writing a couple of info-packed articles and
posting them in newsletter directories and free content sites where other people can pick them up
and republish them.

It's a great way to get inbound links pointing to your site, so it rockets to the top of the search
engine listings. Plus, the articles spread word about your business and help build your credibility
as an industry expert, so your visitors will be more likely to buy from you.

Those are just two traffic strategies that cost very little and will get you ramped up and making
money quickly. There are lots of others as well -- such as blogging, Web 2.0 strategies, affiliate
marketing... the list goes on.

That's what I love about the Internet -- it's so unbelievably cheap to get started.

How cheap? Well, the six steps I listed above will cost you only $179.72 -- not a bad investment
for a profitable business!

However, there's one thing you need to know: The secret to setting up a truly successful business
in such a short time is to make sure you have the right training and information guiding you along
the way.

The entrepreneurs who end up blowing all their money with nothing to show for it are the ones
who spend too much on strategies that haven't been proven to work... or get sucked into "get rich
quick" scams... or try to reinvent the wheel.

A small investment in your education will save you a huge amount of money over the long term.
Not only will you learn what you need to do to avoid costly mistakes and grow your business in
record time -- you'll also discover how to recognize incredible money-saving opportunities when
they come your way.

(Opportunities, for example, like the one I'm going to tell you about below!)

So Mark, I hope that gives you some direction on how to bounce back from the fire and get
started with your next business. I'm willing to bet this one will be more successful than your last
one ever was!

Please drop me a line and let me know how you're doing. And if there's anything else I can do to
help, just let me know.

To your success,

Derek Gehl

How much is success worth to YOU? (And what are you willing to
give for it?)
By Derek Gehl
What are you going to spend your next three dollars on? A Starbucks coffee? A Big Mac at
McDonalds? A Haagen Daz ice cream bar?

... Or the complete solution to the biggest challenge you're currently facing with your
online business? (As well as the challenges you'll be facing next month... next year... even next
decade?)




                                                 51
Here's why I'm asking you all these questions...

Last week I offered you the chance to test-drive my comprehensive e-business training
system, The Insider Secrets to Marketing Your Business on the Internet, for a full 30 days -- for
just $2.95.

But I limited the offer to just 250 people (because guess what, I actually lose money when I offer
my course for $194.05 off the regular price.)

Well, your response to my proposal blew me away.

Those 250 copies flew off the shelves in just a few hours, leaving me the not-so-fun duty of
writing hundreds of emails saying, "I'm sorry, but the offer has ended" to a lot of disappointed
people.

It seems like many of you were eager to become my next success story!

Well, I'm sick of talking to disappointed people. I'd much rather talk to people who are bursting to
share their latest victory. That's why I've decided to widen the ranks of future success stories by
extending the offer to another 129 people.

(In a stroke of luck, I paid a trip to my warehouse this weekend and discovered that we actually
had 129 more course packages in stock than I'd thought. They were hidden away on a back shelf,
go figure. That's why I'm now able to extend this offer to more people!)

So if YOU'D like to be one of this week's lucky 129 future success stories and get your
hands on my 800-page Internet marketing bible -- the #1 rated online marketing course on the
Web -- and test-drive its strategies for a full 30 days, all for the price of a Starbucks coffee,
then I encourage you to visit:

http://www.marketingtips.com/testdrive30days

It's the ultimate risk-free way to turbo-charge your business growth and get on the fast track to
success!

"Why is my site not showing up in Google?"
By Nicole Ephgrave

[Ed note: Nicole Ephgrave is our in-house SEO "wizard." You can meet up with her in our exclusive
"members-only" Search Marketing Lab forum.]

Note from Derek: Quite a few of you have written to say how frustrated you are because your site
isn't showing up in Google's search results.

Rob wrote me personally to say, "I selected all the best KEIs and sprinkled them properly
throughout my salescopy. One of the keywords had a KEI of over 1,500 with over 100 hits a day.
Why am I not showing up on Google's searches?"

Rhys is dealing with a similar problem. For one of his top search terms, he's ranked #1 in MSN,
Yahoo, and Alta Vista - yet he's not showing up on Google at all!

I've asked Nicole, my in-house SEO guru, to give them some answers. I hope her advice helps
you, too.

Now here's Nicole...

Hi Rob, Rhys, and everyone else who's having problems getting listed with Google. To start, I




                                                   52
want to point out that there are two important components to any successful search optimization
campaign:

   Your on-site optimization efforts -- such as "sprinkling" your best keywords throughout your
salescopy (like Rob did)

   Your off-site optimization efforts -- such as getting quality inbound links to point to your site

You need to focus on both these areas if you want your SEO efforts to pay off.

Now, in terms of how to get Google to give your site a good ranking, there are three specific
things you need pay attention to (because they're what the Google spiders pay the most attention
to!):

1. Your inbound links

I'll say it before, but I'll say it again because it's just so important: If you want to get a good, solid
ranking with Google -- one that won't just disappear overnight -- you need to build a network of
high quality inbound links pointing to your site.

By high quality I mean, from sites that have a Google PageRank of 4 or more. (You can check out
a site's PageRank by downloading the Google Toolbar to your browser.)

The best ways to get these links are to:

         Get your site listed with the 'Net's top directories, like Yahoo and DMOZ.org (the Open
Directory Project)

         List your site on industry-specific directories

         Write content-rich articles and submit them to high PageRank article directories

          Offer free content to high PageRank sites that target the same market as you (but offer
different, complementary products)

          Participate in forums that are popular with your target market and be sure to include a
link to your site in your signature block

Make sure you acquire your inbound links gradually over time, so they look natural. As I
mentioned in last week's newsletter, you can buy links, if you want -- just don't buy a whole
bunch at once. Nothing screams "paid advertising" more than 100 links mysteriously pointing to
your site overnight!

2. Your anchor tags

It's not just enough to have any old inbound link pointing to your site... do whatever you can to
make sure the anchor tag has your top-performing keywords in it.

Google is looking for hyperlinks attached to actual phrases (as opposed to URLs). The idea is,
hyperlinked phrases are more likely to lead to a useful reference site.

For example, if you have a dog training site, Google will pay more attention to a hyperlink that's
attached to a phrase like, "best dog training tips" than a link that's attached to:
www.doghouserules.com.

Here's what the ideal link looks like:




                                                   53
<a href="http://www.yoursite.com">keywordphrase</a>

And like I said last week, make sure your anchor tags don't all use the exact same keyword
phrase. They should include variations on a number of different keywords. That'll make them look
more natural in the eyes of the search engines.

3. Your title tags

Did you know that your title tag is one of the most important tags on your site?

It's one of the first things the spiders look at when they arrive on your site. That's why you
absolutely have to make sure you include your top-performing keyword phrase in your title tag.

(You can see what your title tag is by looking at the very top of your browser when you're on your
homepage. What information appears there? Does it include your top keyword phrases? It
should!)

On top of that, your title tag is the text some search engines display in the listings that appear in
the search results. So it needs to clearly communicate to your visitors exactly what they'll find
when they arrive at your site. And the best way to do that is by including the keyword phrases
they typed into the search engine.

Finally, I wanted to point out that you need to have patience. Search engine optimization isn't an
overnight cure to your traffic woes. Sometimes it can take up to six months to see the results of
your work. But I promise you, the results will be worth it!

In this issue:


               Attention Internet newbies!!
               Editorial: How to "Think Success"
               Five email marketing tips to turn those "tire kickers" into eager buyers

Meet the IMC team of experts at a city near you!
The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1996
July 02, 2007
Issue #154

**Attention Internet newbies!!**
I'm officially declaring July "Make Your Dreams a Reality!" month.

I've been getting a lot of comments on my blog recently from Internet marketing beginners who
feel like they're stuck in quicksand and just can't seem to get their business moving forward.

You're telling me things like...

               "I have no clue what to sell!"
               "Keyword research is a mystery to me!"
               "I don't know where to get started and I'm suffering from information overload!"

Well, I'm here to throw you a rope and get you on to solid ground.

For the entire month of July, I'm going to make an extra special effort to send you newsletter
articles and educational emails that speak directly to the needs of all you beginners out there.
(But there will still be lots of useful info for all you advanced entrepreneurs, of course.)



                                                         54
So if you're struggling to get started, watch for my emails this month! I'll be sending you a TON of
information that will demystify the whole online business-building process and slash through the
overgrown jungle of marketing mumbo-jumbo that's preventing you from clearly seeing what you
need to do.

Oh, and one more thing -- make sure you...

                             Mark July 18TH on your calendar!
My team and I are working on a really exciting project that's going to help you overcome the
challenges all "newbie" Internet marketers face when they're first starting out.

I can't tell you anything about this project right now because it's still in the planning stages -- but
it's something we've never done before and I think you're going to find it enormously helpful!

In the meantime, if you're a beginner and haven't yet shared your specific challenge with me, go
to my blog and tell me about it. The more my team and I know about the problems that are
holding you back, the better we can help you solve them.

And if you consider yourself an "advanced" Internet marketer, why not give something back to the
community by offering the beginners the benefit of your wisdom? What were the big problems
YOU faced when you were first starting out -- and how did you overcome them?

You can share your stories on my blog at: http://blog.marketingtips.com/derek
Let's work together to make ALL our dreams a reality!

Editorial: How to "Think Success"
By Derek Gehl

If you have been subscribed to my newsletter for any length of time, you
should be familiar with my hands-on, "how to" approach to Internet
marketing and building a business online.

You may have also noticed that I rarely venture into the intangible,
"emotional" side of being an entrepreneur...

... But today I am going to venture into the uncharted territory known as
the "Entrepreneurial Mind," in order to help solve a challenge that some
of you have described on my blog as the #1 problem currently holding
you back.

I think Jeff said it best:

"My biggest problem right now rests squarely between my ears. It's learning to accept
the fact that it's OK to succeed.'

Now this may seem like a paradox... But I did a little research on the subject and discovered this
is a serious problem that psychologists have been studying since 1915, when Sigmund Freud
wrote an essay called, "Those Wrecked by Success."

Freud noted the "surprising and even bewildering" tendency of some people to fall apart "precisely
when a deeply rooted and long-cherished wish has come to fulfillment... as though they were not
able to tolerate happiness."

Turns out this is a serious problem that afflicts many entrepreneurs, destroying their chances of
success before they've even started!




                                                  55
During my research, I came across story after story of entrepreneurs on the brink of success...
employees on track for a huge promotion... and even businesspeople who had already achieved
massive success -- subconsciously destroying everything they had worked so hard to accomplish.

Now, Jeff, I'm not going to get into the nitty-gritty "psycho babble" that could be used to explain
what drives otherwise brilliant, hardworking people to self-destruct... I'll leave that to the
professionals. But I will say this (and please note this is only my opinion)...

Awareness is probably your best medicine. If you are aware that you may be cursed with a
self-defeating tendency to limit your own success, you need to consciously remind yourself that
this tendency exists and develop a system to recognize it, avoid it, and extinguish its power over
you.

So what would such a system look like? Simple... here are three steps you can take to 'let yourself
succeed'...

1. Envision what success means to you -- then get it down on paper!

You don't have to write an essay. It can be an outline or a list of bullet points that describe what
you want YOUR success to be like.

Remember, success isn't just about money! It goes far beyond that. Your picture of success could
include time with family, time enjoying your hobbies, time on vacation, etc.

2. Post your picture of success all over your home!

Place it in obvious places around your home, in your office, in your car, etc. Everyday you want to
remind yourself of what you want your success to be like. It needs to be ingrained in your mind.
Only then will it start to seem real -- and achievable -- to you.

3. Believe you can achieve it -- and live that belief every single day!

Ever since I was a teenager I knew what success looked like to me and since then I have never
looked back. That doesn't mean I had the highest grades in high school (far from it, to tell you the
truth)... nor did I skip any college parties to study (even when I probably should have!)

Instead, I knew what my success looked like, and I jumped on every opportunity that came my
way in order to achieve that success. I took risks, constantly stepping out of my comfort zone, and
I never once let myself fall into the trap of believing that I might not achieve it.

Now, Jeff, I am not a psychologist, but I can tell you that chronic self-defeatism is a real problem.
If you are going to be successful, you need to train your mind to allow yourself to envision your
success, believe in it, and act on any opportunities that come your way -- so you can achieve it!

You can have the best strategies in the world but if you don't believe in yourself, then you'll never
apply them. And you'll never let yourself succeed.

Jeff, please don't fall into that trap!

For more information on this subject, here's a great article I found on the CNN Money website:

http://money.cnn.com/magazines/fortune/fortune_archive/1996/07/08/214330/index.htm

This article definitely goes into more detail than I am qualified to give. Hopefully it will help you
overcome yet another obstacle in your quest for online success!

Until next week...

Derek Gehl



                                                  56
Five email marketing tips to turn those "tire kickers" into eager
buyers
By Andrew Mallory

[Ed. note: Andrew Mallory is one of our top Internet Entrepreneur Club experts. To learn
more about the Club, please visit: www.marketingtips.com/internetentrepreneurclub]

Derek has asked me to answer the following question, sent in by Susan:

My company sells condo hotel units -- luxury condos in four-star and five-star hotels...
To get our more detailed property data sheets, the visitor must send us an email
request. We get 100-200 requests a day.

The problem is that after receiving the data sheet from us, we often don't hear from the
client again... My question is, should I implement some sort of automated follow-up so
that after receiving the property data sheet, the buyer is prompted to interact with us
more with the hope that eventually we convert them into a sale?

In a word, YES! Susan, you're in a perfect position to use personalized email marketing strategies
to convince your leads to buy from you.

Email is an incredibly powerful communication tool. It allows you to build strong relationships with
your leads over time and establish your credibility as an authority in your field.

By sending your leads useful information that helps them make a buying decision, you can reduce
their "purchase anxiety." Plus, you can automate the entire process so you spend less time dealing
with customer service -- and more time growing your business!

However, the key to effective email marketing is to overdeliver free useful information and create
a sense of obligation so your leads feel compelled to buy from you.

This philosophy works just as well in the offline world. For example, I've heard of a shoe store that
offers free shoe shines, no questions asked. You can go in there every day if you want to get your
shoes shined and the owner will never try to sell you a thing.

However, the shoe shine service is at the back of the store, so in order to get to it you have to
walk past all the shoes on display. So after six months of getting free shoe shines, when it comes
time to buy a new pair of shoes, what's the first store you're going to think of? The one that's
been giving you all those free shoe shines, of course!

So, Susan, in order to launch your fully automated email campaign, here's what you need to do:

1.        Get your hands on a GOOD email marketing software program

(The one we recommend is Mailloop. You can learn more about it here:
www.marketingtips.com/mailloop)

Make sure the program you choose allows you to merge at LEAST five different pieces of
information into the body of an email (more is better), so you can customize your messages as
much as possible.

As a point of comparison, Mailloop allows you to merge an unlimited number of details into a
single email! You can include personalized details such as...
                 First name
                 Last name
                 Email address
                 City




                                                 57
                 State
                 Country
                 Date of property sheet download
                 Products purchased
                 Date of product purchased
                 Answers to survey questions (more about that in a moment!)

... And so on.

Use a survey to collect as much information from your leads as you can

The more information you can gather about them, the better! This allows you to personalize your
emails and make sure they target your leads' specific needs.

I suggest you program your email marketing software to send out a survey to everyone who
downloads one of your property data sheets.

Be sure to ask questions that will help you give the best, most personalized service to your
customers. The more specific your emails are to their particular situation, the better.

For example, you'll want to know which countries or cities they're interested in buying a condo
in... how much they're willing to spend on it... the number of bedrooms they require... if they've
ever lived in a hotel condo before... and so on. Then you can set up your automated email
program to send them a message whenever a property meeting their criteria comes up.

2.        Divide your list of leads into multiple segments

Here's where you put all of that survey information to good use. Group your leads according to the
criteria that allows you to send them the information that best addresses their needs. Then you
can send them highly targeted offers that speak directly to each group.

For example, you'll want to send different messages to people who have lived in a condo hotel
before, as opposed to ones who haven't.

Which brings us to your next step...

Write a series of personalized emails targeting the needs of each segment of your list

After your leads have downloaded a property data sheet from you, send them a simple follow-up
email asking if the property met their criteria -- and if it didn't, to provide you with more
information so you can show them properties that better suit their needs.

You could also use this email to point your leads to your survey.

Follow the survey with a series of other emails that deliver valuable, personalized information that
tells your future customers exactly what they need to know in order to make a buying decision.

For example, if someone has never lived in a hotel before, tell them

3.
exactly what that entails. What are the potential benefits of buying a condo in a hotel? How much
will they be able to personalize their space? What are the limits? Can they tear out the carpets or
knock down the walls, for example? This is information they'll probably thank you for.

You can also point them toward other information and services they'll find useful, such as:

                 Reputable mortgage brokers


                                                 58
                      Reliable moving companies

                  Easy ways to sell their furniture or put it in storage (if the hotel condo they want
to buy is already furnished, for example)

                   Practical information about the city or country they're thinking of buying a condo
in (if they don't already live in that area)



The point is, you want them to view you as a helper -- someone they can turn to whenever they
need information and advice.

4.              Keep those emails coming!

Whatever you do, don't just send your leads a few targeted emails then call it quits! You've got to
provide them with regular emails offering valuable information, in order to keep the lines of
communication open. You want to train them to open your emails -- so when you do have an offer
to present them, they'll jump at it.

One thing you might be wondering is, how many emails is too many? And how often is too often?
Well, every market is different. Maybe your list will respond best if you send them messages three
times a week. Or maybe they'd prefer to receive a message only once every couple of weeks.
That's something you'll have to discover for yourself.

The great thing is, with email marketing, you can easily measure how effective your sales
message is. That's because everything is trackable.

If your leads don't open your email, that means you need a more attention-grabbing subject line.
If they open your email but don't click through to your salespage, you need more compelling copy
in your email. If they click through to your salespage but don't take action, then the problem is
with your web site.

You develop a chain of events that you can track every step of the way, so you can discover which
links are weakest and work to make them stronger. You end up being able to spend your time
more efficiently and effectively, because you know exactly where to focus your efforts.

I hope that helps, Susan! And for everyone else, I just want to point out that these email
marketing tips will work for ANY online business. So if you haven't already started building a list of
targeted leads for future email campaigns, now's the time to start!

In this issue:

               Attention 'newbies' -- It's Day 9 of "Make Your Dreams A Reality!" Month
               Editorial: So many opportunities, so little time!
               "Is it better to have a one-product long salesletter website or a big content website?"
               Meet the IMC team of experts at a city near you!

The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1996
July 09, 2007
Issue #155

Attention 'newbies' -- It's Day 9 of "Make Your
Dreams A Reality!" Month


                                                     59
That's right, in case you missed last week's issue of the IMC Insider, I've declared July to be
"Make Your Dreams a Reality!" month.

This is the month when you get that business of yours off the ground, once and for all. And my
team and I are prepared to do everything we can to help you.

For the rest of this month, you'll continue to receive a couple of emails a week containing tons of
useful information that will help you get off your butt and actually make things happen. You'll
discover exactly what you steps you need to take -- and in which order -- so you never stop
marching straight toward your goal of online success.

And once again, I urge you to   Mark July 18TH on your calendar!
My team and I are close to finishing our "top secret" project -- a guaranteed way to bring you up
to speed on everything you need know NOW about Internet marketing, combined with hundreds of
hours of personal consulting time with my "dream team" of Internet marketing experts.

(All for less than a tenth of what you'd normally pay to consult with experts of this caliber!)

I'll tell you all about it on July 18th... But until then, if you're a newbie and you haven't yet shared
the number-one challenge that's preventing you from moving forward, then go to my blog and tell
me about it!

And for all you advanced marketers, it would be great if you could take a few minutes and talk
about what YOUR biggest challenge was back in the "old days," and how you managed to solve it.
It's time to "pay it forward" as a way of saying thanks to the people who gave you a leg up when
you really needed it.

You can share your stories on my blog at: http://blog.marketingtips.com/derek

The IMC community -- working together to help each other achieve massive success.

Let's make it happen!
Editorial: So many opportunities, so little time!
By Derek Gehl
Last week I talked about entrepreneurs who subconsciously fear success and constantly prevent
themselves from achieving it.

Well this week I'm going to address one more success killer that plagues so many aspiring
entrepreneurs. This success killer is what I call "So many opportunities, so little time" syndrome.

As an entrepreneur you always have your eyes open for a good opportunity. It's in your blood.
You can't pass up a good opportunity that could be the next big thing, right?

Now at first glance, this may seem like a good problem to have. Well it is, but it does present a
significant problem and the problem is simply this:

If you constantly chase after EVERY opportunity that comes your way, you will spread yourself too
thin and you will never fully see any of the opportunities through to completion and success!

Does this sound familiar?

How many websites have you partly completed before you moved on to the next potential
opportunity? How many products have you started to sell before you were attracted to another?
How many business opportunities have you bought into but never seen through to completion?

It's a curse that plagues many of us... but fortunately it is easily controlled, as long as you are
conscious of it.



                                                  60
The fact is, my most successful students have picked an idea and stuck it through. They did their
homework to make sure they had a viable business idea and then they focused... and focused...
and focused... and they did not stop until they found success.

Now there is a point where an idea just does not make sense to pursue any longer, and
unfortunately there's no magic formula to dictate when to move to the next opportunity. I know
people who have hit bankruptcy, not given up, and still brought their idea to fruition and made a
fortune. When to abandon an idea is really up to you.

On the other hand, you don't want to miss a great opportunity that could be bigger than what you
have, and you need to always "consider" every option.

But at the end of the day my advice is this: Pick your business and stick it out. Successful
businesses do not happen overnight. The grass will look greener with the next opportunity on
more than one occasion, but looks are not everything.

Focus, perseverance, and patience are key. Apply them generously to an opportunity you're
pursuing and success will come.

Happy July everyone!

Derek Gehl

"Is it better to have a one-product long salesletter website or a
big content website?"
By Mitch Tarr

[Ed. note: Mitch Tarr is IMC's Vice President of Marketing. When he's not busy helping Derek run
the show, you can find him hanging out and offering advice in The Internet Entrepreneur Club,
www.marketingtips.com/internetentrepreneurclub]

Derek has asked me to answer a question a reader named Fabio recently submitted to his blog:

"Which is better? A one-page "long salesletter" website selling one product and with some affiliate
links OR a big content website?"

Fabio, I'm not entirely sure what you mean by a "big content site."

If you're wondering whether it's a good idea to create a site with lots of content-rich articles all
linking to the salespage where you sell your main product then absolutely, yes!

All those articles will be help you get a better search engine ranking and will help build your
credibility as an expert in your field.

However, if you're talking about building a catalog-type site that sells a bunch of different
products, that's another story.

One thing you have to realize if you're hoping to build a successful online business is that when it
comes to selling items over the Internet, it's your SALESCOPY that does the heavy lifting.

If you create a catalog-type site that sells a whole bunch of different products without using
compelling salescopy to explain to your visitors exactly WHY they need to buy each product --
well, your business probably isn't going to do very well.

Frankly speaking, I have never mentored a client with a multi-product site who didn't improve
their conversion rates by taking my advice and using long salescopy pages to sell one product at a
time to one audience at a time.



                                                  61
The fact is, shopping on the Internet is not the same thing as shopping offline. A website isn't like
a hardware store, where people might walk in and wander through the aisles, then decide, "Hey! I
should probably buy some car wax."

On the Internet, people go online already knowing they want to buy car wax. They want to go
straight to the car wax section and find information that will help them choose the best car wax
for their needs. If your website doesn't provide them with that information right up front, then
they'll leave and go somewhere else.

So if you want to succeed with a multi-product site, you need to devote one full page of salescopy
to each product in your online store.

Sure, you can have a homepage that showcases each of your different products and serves as a
"front door" to your site. Just make sure you drive different streams of targeted traffic to each of
your product-specific salespages -- NOT to your homepage.

The vast majority of your sales are going to come from people who enter through all your different
"back doors" and go straight to the page selling the specific product they want to buy.

That's why you have to make it easy for them to find what they're looking for. You need to use
product keywords in all the right places on each salespage so people looking to buy that product
will be led straight there from the search engines.

One more thing, Fabio -- you talked about putting affiliate links on your long salesletter website. I
strongly recommend against that.

When visitors land on your salespage, you want to keep them there, not send them off somewhere
else. You want to draw them into your sales message, tell them about the benefits of your
product, overcome their objections, and lead them straight to the order form. Anything that
doesn't serve that purpose (like an affiliate link) is just going to distract them.

However, that doesn't mean you shouldn't sell affiliate products!

You should be thinking about your business in terms of its "front end" and "back end." Focus your
efforts on getting people to buy the product that most effectively converts visitors into sales.
(That's the front end.) Then you can use email marketing to build a strong relationship with them
and offer more products to them over time. (The back end.)

Andrew Mallory wrote an article on effective email marketing in last week's IMC Insider. You can
check it out here.

I hope that answers your question, Fabio. Keep in touch with us and let us know how you're doing
with your business. Here's to your future online success!

  In this issue:

             A special message for Internet marketing beginners
             Editorial: An Official Announcement: The Internet has run out of niches -- NOT!
             So you've done some keyword research with Wordtracker -- now what?
             Meet the IMC team of experts at a city near you!
        

  IMC Insider
  Helping The Real People create wealth and freedom with Internet businesses since 1996
  July 16, 2007
  Issue #156




                                                         62
   A special message for Internet marketing beginners...

   ** There are only 48 hours left! **
   For the past month, my team and I have been working on a "top secret" project...

   ... a guaranteed way to bring you up to speed on everything you need know RIGHT NOW
   about Internet marketing -- combined with hundreds of hours of personal consulting
   with my "dream team" of Internet marketing experts -- for less than your daily cup
   of Starbucks coffee!

   And on July 18th, we'll be revealing it to the world!

   Imagine being able to ask all the questions you want and receive personalized
   responses that are customized to YOUR particular situation, within 24 hours or
   less.

   (All for less than a tenth of what you'd normally pay to consult with Internet marketing
   experts of this caliber!)

   Not only that... imagine *finally* being able to grasp the big picture of what
   building an online business involves, from start to finish -- without suffering from
   "information overload" or being forced to read an entire library's worth of books that make
   "War and Peace" look like a comic book and are so full of technobabble and marketing
   jargon you can't understand what they're talking about!

   In less than two days, all this will be possible -- but only for a handful of people.

   Given the level of one-on-one guidance my team and I will be providing, we don't want to
   spread ourselves too thin by opening this offer to too many clients at once. It simply
   wouldn't be fair.

   So make sure you check your email frequently on July 18th!

   If you're at all interested in working personally with me and my team to grow your
   business -- and eliminate the painful trial and error that plagues most Internet
   marketing beginners -- then you are going to want to jump at my offer as soon as it
   arrives in your inbox.

   Talk to you on Wednesday!

An Official Announcement: The Internet has run out of niches -- NOT!
By Derek Gehl

Here's a question I felt I had to answer as part of "Make Your Dreams
a Reality!" month, since it's probably one that a lot of beginning
marketers have on their minds.

It comes from Katerina, who writes:

"I have read all the ebooks and have the programs to find niches and
still I come up empty handed because when you follow the directions
you discover that most of the niches I like have a high demand but
also high supply.

I have not found yet a niche that has a good demand but a low supply.




                                              63
Are niches all dried up now?"

Well, Katerina, if I said the Internet isn't becoming more competitive, I would be lying. If I
told you that finding a niche market on the Internet is as easy today as it was five years ago, I
would be lying.

The Internet is a competitive hunting ground, and it's only going to get more competitive --
but does that mean all the good opportunities are gone?

NO!!!

You are talking about a business medium that allows you to reach every wired corner of the
world from your computer at home. According the Internet World Stats, as of June 10, 2007
there were 1.133 BILLION people online -- and it's still growing at a phenomenal rate.

With those kinds of numbers, I'd be willing to guess there are still a few great opportunities
waiting to be discovered!

However, the fact is: If your hobby or interest happens to be something like "golf" or "health
products," the chances of finding a niche are slim to none. These are saturated markets, and
it's time to expand beyond them.

If you are serious about making money online and you have explored your interests and have
found them to be too competitive, then it's time to broaden the scope of your search.

What would you enjoy learning more about? Don't let your lack of knowledge stop you from
exploring a topic you're interested in. I know if I set aside an hour a day for the next month
and immersed myself in an unfamiliar niche, I would have enough knowledge to start an
online business based on that topic.

The point I am trying to make here, is don't limit yourself to what you know today. Broaden
the scope of your search and explore new niches where you aren't already an expert -- and all
of sudden different potential businesses will start to appear.

My final comment is this: Don't always write a business opportunity off simply because there's
some competition in the market. Rather, you should determine the viability of an opportunity
by analyzing the quality of the competition.

If you look at the competition and believe you could do a better job meeting the needs of the
market -- if you can come up with a unique selling proposition that offers more value and truly
differentiates you from all the other sellers out there -- then you can be massively successful
in an already competitive market.

Remember: Perseverance is key! Like Albert Einstein said:

              It's not that I'm so smart, it's just that I stay with problems longer.



    To your success...

    Derek Gehl


So you've done some keyword research with Wordtracker --
now what?
By Andrew Mallory

As part of July being "Make Your Dreams a Reality!" month, Derek has asked me to answer
the following question, sent in by a reader named Grant:



                                                64
"I have come up with an idea for a boat motor flushing tool that has the potential to solve /
reduce two problems for neighbors of trailer boat owners:
1. Noise pollution
2. Exhaust fume pollution
I tried searching for "Outboard motor maintenance," "Boat motor accessories" in
word tracker. Best KEI I could get was a 4.7. Does this mean a successful product
for the above problem would be a flop on the internet?"

Grant, I'm so glad you asked this question!

Keyword research with an online tool like Wordtracker plays such an important role in building
a successful business... when it's done properly. However, so many beginners just don't know
how to do keyword research -- and it ends up being their biggest stumbling block.

What is "KEI" -- and how important is it?

"KEI" is one of the numbers you get when you do keyword research with Wordtracker. It
stands for "keyword effectiveness index."

KEI shows how many searches are being done on a keyword, compared to the number of sites
that appear in the search results for that keyword. Generally speaking, you want to look for
keywords with a high KEI, as it means there're a lot of searches being done but not a lot of
competing sites out there.

However, Internet marketing beginners often get too hung up on KEIs and think an idea is a
flop if they can't find a bunch of keywords with 100+ KEIs.

Alternatively, they think they've hit the jackpot if they find a keyword with a KEI of 400+ --
even if that KEI only gets 5 searches a day!

The truth is, KEI is a great guide -- but a terrible master.

KEI gives you some idea of whether a business idea is worth pursuing, but it never gives you
the whole picture. For example, one of your keywords might have a KEI of 1.66 because it has
19,200 sites competing for 40 predicted daily searches. Another keyword might have a KEI of
1024, because there are NO competing sites (but only 7 predicted daily searches).

Which keyword do you think will be most effective in driving the greatest number of visitors to
your site?

The keyword that gets 40 searches a day -- even if it does have a much lower KEI!

In the grand scheme of things, 19,200 competing sites aren't a whole lot. Most of those sites
might not be your actual competitors at all. Maybe they don't offer a product for sale... or the
product they do sell does a lousy job of solving your market's problem... or they aren't
properly optimized for the search engines. By using strategic search marketing techniques you
could easily go up against them and come out at the top of the listings!

So, Grant, don't let low KEI keywords get you down.

There are more important things for you to focus on -- namely, the number of searches
being done, and the quality of the competition.

You want to look for keywords that are getting a decent number of searches, and don't have a
lot of *quality* sites competing for them.

(And by quality, I mean, professional, well-regarded businesses that are providing perfectly
good solutions to your target audience's problem. If you can't think of a way to set yourself



                                                65
apart from the existing competition with a strong USP -- "unique sales proposition" -- then you
should probably start looking elsewhere.)

As a very general target to shoot for, if you can accumulate a group of similarly themed
keywords that together have 300 or more daily searches being done on them -- and each of
those keywords has less than, say, 20,000 competing sites -- then you're probably on to
something.

Just remember to check out the quality of the competition and make sure that the market isn't
already saturated!

Make sure your keywords accurately describe a problem

Something else to keep in mind, Grant, is that your keyword phrase should clearly describe
the problem your product is going to solve.

In my mind, the two keywords you mention ("outboard motor maintenance" and "boat motor
accessories") are far too general and don't describe the real problems you're trying to solve.

If I were you, I would go back to Wordtracker and conduct some more preliminary research
around these two problem statements: "decrease outboard motor noise" and "reduce outboard
motor exhaust pollution" and see what you get.

Make sure you try to describe these two problems in as many different ways as possible. The
words you use may not be the ones your target audience uses. You've got to find out how
THEY express the problem if you want to find the keyword phrases they're using with the
search engines.

And that leads us to next stage of your research, Grant...

Your market knows best! Find your target audience and ASK THEM what they want

Once you've done some preliminary research with Wordtracker -- regardless of whether you
think you've hit the "KEI jackpot" or not -- you need to find your target audience online and
discover what THEY have to say about the problem your product is going to solve.

Grant, in your case, I'd say your target audience is small boat owners. However, when
searching for them, you need to be as specific as possible. Are they small boat owners who
have motors of a specific size and only go boating in lakes? Then look for them -- not just
anyone who owns a boat.

Here's where to look:

      Google Groups (http://groups.google.com)

       Google has a discussion group for pretty much EVERYTHING, so it's a great place to
       start out. Plug in keyword phrases related to your market and the problem your
       product will solve (e.g., freshwater boating, outboard motor pollution, complaints
       about my noisy boat) and see what comes up.

      Online forums

       Go to Google or Yahoo and plug your keyword phrases + forums into the search bar.

       Grant, you might want to try searches on phrases like "freshwater boating + forums,"
       "lake boating + forums" or even "pontoon + forums," depending on which keywords
       have the most traction with your target audience.




                                              66
        Look for forums that target your audience as specifically as possible. For example,
        don't waste your time on boating forums that cater to ocean-going yacht owners or
        people who are interested in buying boats but don't have one yet. They're not your
        target audience.

       Blogs

        Go to Google Blog Search (http://blogsearch.google.com) or Technorati
        (www.technorati.com) and search for your keywords. Then explore the results to see if
        any bloggers or commenters are talking about the problems your product is going to
        solve.

    As you do your research, look for groups, forums, and blogs with recent entries and lots of
    activity. Be sure to avoid marketing forums or blogs. You want to find real people who are
    having real conversations about something they're passionate about. They'll give you the
    best feedback!

    When you find a good forum, group, or blog, join the discussion. Ask people if they've ever
    had complaints about their outboard motors, and what they've done about them. Do they
    wish they could find a solution to these problems? Would they be willing to pay for such a
    solution? Do they know of any solutions that are already available?

    Their answers will help you determine whether there really is a demand for your product.

    Not only that, you'll be able to discover the exact language people use when describing
    these problems. Then you can go back to Wordtracker and start researching the phrases
    your audience actually uses to see if they yield better results than your initial research did.

    Finally, you'll also be able to see which companies are advertising on these forums or
    blogs. Some of them might be your competition -- but others might be companies you can
    form lucrative joint ventures with!

    So in closing, Grant, I wouldn't throw in the towel just yet. Wordtracker is just the
    beginning... There's a lot more research you need to do in order to discover whether your
    business idea really is a winner or not.

    Good luck with your research, Grant! Let us know how it works out. And remember, as
    you do your research keep your eyes open for other business opportunities.

    You may discover that your initial product idea might be a "flop" after all -- but you may
    stumble upon a completely different idea that will lead you to online success!

    [Ed. note: Andrew Mallory is one of our top Internet Entrepreneur Club experts. To learn
    more about the Club, please visit: marketingtips.com/internetentrepreneurclub




In this issue:


       Attention Internet marketing beginners
       Editorial: How to get more from what you've already got!
       Looking for inspiration? Check these guys out!




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         Meet the IMC team of experts at a city near you!


The IMC Insider
Helping Real People create wealth and freedom with Internet businesses since 1996
July 23, 2007
Issue #157
Attention Internet marketing beginners:

                 Make sure you have lots of room in
                        your garbage can...

                  ... Because TOMORROW is the day
                       You can throw out all your
                      Internet marketing books**
                         And start working with a
                       PROVEN INTERNET EXPERT
                          Who will give you the
                 custom-tailored advice you need to
                   Start making REAL money online
                        in just a matter of weeks!

                    ... All for just 10 minutes a day!
Get ready to finally see RESULTS from all the long hours you've been pouring into your
fledgling online business...

... Because the top-secret project my team and I are working on is ready at last -- and we'll
be revealing it to you tomorrow (Tuesday, July 24th).

(I know I said it would be released on July 18th... but I wanted to make sure it was 100%
bug-free and ready to go before I introduced it to you.)

Imagine spending the next 30 days working with an experienced Internet entrepreneur
-- someone who has at least one website making a healthy income -- and having that person
look over your shoulder as you build your business...

...Pointing out your mistakes before you make them and showing you the secret "tricks
of the trade" that will help you skip the learning curve and get your website making you
real money in a matter of weeks...

... And all we ask from you is just 10 minutes a day!

If you're sick of asking questions no "made for the masses" marketing book can answer... If
you're tired of feeling like a deer caught in headlights, never knowing what to do or
where to go next...

... THEN WATCH YOUR INBOX TOMORROW.




                                                 68
The solution to all your challenges is just 24 hours away!

** Except the Insider Secrets to Marketing Your Business on the Internet, of course! ;-)


    Editorial: How to get more from what you've already got!
    By Derek Gehl

A reader named Ed recently wrote to ask for help dealing with the following challenge:

"After creating a very successful DVD and e-book course. I am not sure how to take my
existing product to the next level.

In theory "I kind of know what to do" but having trouble getting started and I am having the
most difficult time finding a new product.

I would like to add that IMC has changed my life for the better, considering 1 year ago I made
minimum wage and currently I make 5 times that wage thanks to IMC and team."

(You can see Ed's site at www.donutedvd.com.)

Ed is currently dealing with a very common challenge that most online entrepreneurs face at
one time or another. He has a site that's already doing well -- but he wants to know how to
make it better.

On the surface, Ed, the answer is simple. In order to make your business more successful, you
have three options:

1. Get more customers

2. Sell your products for more money

3. Sell more products to the customers you are already have

I don't mean to oversimplify, but really, that's all there is to it. If you get more customers,
your sales go up. If you can sell your products for more money today than you did yesterday -
- and still ship the same number of units -- you'll make more money.

And finally, if you can sell more products to your existing customer base, you'll make more
money.

Whenever I analyze a business that's doing well but could be doing better, I start by
determining how well it's doing in each of these three areas.

Is it doing everything it can to get more customers? Is it charging as much as it could be for
the products it is selling? Is it making the most of the lifetime value of its existing customers?

Very rarely do I find businesses that are performing to their utmost capability in one of these
areas -- let alone all three.

So, Ed -- where should you start?

Look at these three areas of business, then pick the one that has the most potential to boost
your revenues right now. I suggest you focus on the one that's currently most neglected
because typically that's where you'll get the highest return for the amount of time you invest.

Once you choose the area you want to focus on first, here are some growth strategies for you
to try out...




                                                69
1. To get more customers:

           a.   Increase your organic search engine rankings

           b.   Get more traffic through the pay-per-click search engines

           c.   Start an affiliate program

           d.   Joint venture with complementary businesses

2. To sell your product for more money:

           a.   Simply test an increase in price (try a simply 5 - 10% increase -- you may be
                surprised).

           b.   If you increase your price and your sales drop to the point that you're making
                less money, then write better salescopy to support the new price and try
                testing again.

(FACT: The more value you build in your salescopy the more you can sell your product for!)

3. To sell more products to your existing customers:

   a.   Find other products your customers are looking for and find a way to sell them by...

    Developing the product yourself.
    Finding another website that sells the product and sign up as an affiliate.
    Find a drop shipper that has the product you want

   b.   Utilize email marketing to stay in touch with your customers, build a strong
             relationship with them, and sell more products over time.

   ... These are just the basics. I haven't touched on the many advanced strategies that can
   really accelerate the success of an established business.

   The bottom line is this: Out of the three core strategies to grow your business, figure out
   which one holds the most opportunity for your business and start there.

   Keep focused, apply the strategies I mentioned and your profits will grow! I promise!

   All the best...

   Derek Gehl




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