The Internet's New Secret Weapon For Getting Free Publicity

Vint Cerf Talks Google

Narrow Your Market to Hit Your Target

Subtle Emotion - The Key To Copy That Works

Make More Sales with the Two-Step
10 Important Marketing Tips

Google's new web page spider

10 Key Steps to Turn Your Customers ON!

10 Ways to Exceed Your Client's Expectations Every Time!

Advertising Costs Getting Too High?

Maximizing The True Value Of Your Traffic

A Lesson From “The Apprentice” That Can Make You A Master

5 Exceptional Bonuses That Will Increase Your Online Sales!

Search Engine Marketing Issues

Pay-for-Performance SEO

Hi Jill,

Yesterday I met someone who is not willing to pay for SEO, but is willing to pay a commission for any sales (the company offers management courses) received via the website.

From an SEO point of view the website leaves a lot to be desired, so there will be a lot of effort involved there.

What do you think about such a proposal?  One other thing -- there is no way I will be able to gauge if any queries were generated through the website or if these queries actually became orders.

I was going to decline this business, but I would appreciate your feedback if possible.

Thank you so much

Liz :)

Jill's Response

My original answer to Liz was simply, "Run like the wind! People who aren't willing to put any money up front are not serious about their business and you definitely don't want to work with them."  However, it seemed that I might be able to expand upon that answer for others who may have been approached with similar offers.

There are various layers to this situation, many of which set off red flags for me.  There's the original issue I already mentioned, where the client isn't willing to spend any money, making you wonder how serious they are about their business.  Beyond that, there are issues of trust.  This potential client doesn't trust the SEO company enough to pay them their normal fee, and/or they don't trust the whole SEO process.

Liz might be able to educate this client enough to trust her and the SEO process in general so that he might be willing to pay for her services up front, but that alone could take more time than it would be worth to her.  She would need to provide many client references which state how much return on investment they have made while using her services, and she would also need to educate him on how SEO works. She'd have to be sure he understood the time involved, the structural changes it might be necessary to implement on his site, and the hit-or-miss nature of the search engine results.

This type of education is very draining and doesn't guarantee that the client will be willing to pay for the services.  I'd be more inclined to point the client to the various articles and information at sites like my HighRankings.com and Search Engine Watch and tell them to come back when they have a better understanding of what SEO is all about, and when they're serious about fixing their site to be all it can be.

If Liz was absolutely positive that she could fix the site in question, and that the client would provide her with free reign to do exactly what she wanted, there would still be the problem with tracking the sales in a pay-for- performance gig.  This would be necessary in order to determine how much she was to be paid once the revenues started rolling in.

Most SEO companies that work with this type of model create completely new websites for their clients so they can track every single order or clickthrough.  Unfortunately, there are problems with this as well, since you're basically creating something strictly for the search engines.  You've got to come up with completely new content in order for the site to be different enough from the original site or the engines won't even bother with it. Plus, with Google's aging delay now, a new domain could take up to a year or possibly more to start seeing results.

All in all, it's generally just not cost effective to work with clients who don't already understand the value of search engine optimization, and who don't trust your ability to help their site gain targeted traffic and sales.  That's my story and I'm sticking to it!

Jill Whalen of High Rankings is an internationally recognized search engine optimization consultant and editor of the free weekly High Rankings Advisor search engine marketing newsletter.

Article by Jill Whalen,   www.searchengineguide.com  -    Published May 2005

Subtle Emotion - The Key To Copy That Works

Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak the word "emotion" to a copywriter and s/he should see dollar signs. Why? Because a good command of subtle emotion is the key to copy that works.

The Difference Between Subtle and Obvious Emotion

Confusing obvious and subtle emotion is a common mistake among copywriters. Let's say your copywriting client tells you his product should make the end user feel classy and sophisticated. He wants the copy you write to convey that message. What happens when writing with obvious emotion is this:

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Our silverware patterns will make you feel classy and sophisticated. They will decorate your table in an upscale manner so you and your guests will think you're in a fine-dining restaurant.

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Obvious emotion tells readers what they will think, see or feel. This approach is clumsy and awkward and rarely has the result the client is looking for. On the other hand, subtle emotion has a much greater appeal. Why? Because it deals with imagery. When you show people, rather than tell them, how they'll feel or what will happen after they buy your product or service, you evoke core emotions rather than shallow feelings. Here are several examples of subtle emotion at work:

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Graceful and elegant, these silverware patterns are sure to bring compliments from your guests. With an exceptional display of taste and style, you can adorn your table with distinctive stainless or sterling silverware that highlights every element of your table setting.

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As peaceful and charming as a Sunday afternoon on grandma's front porch, these metal gliders are recreations of the WWI originals. Rock the afternoon away with a big glass of lemonade and a little nostalgia wafting through the air like a gentle summer breeze.

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Spend lazy days and restful nights in this poster bed dreaming about romantic interludes. Finished with Gabon mahogany veneers, your bed has reed posts, a removable canopy frame and a louvered headboard reminiscent of a shuttered window.

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Do you see what's happening in the copy examples above? No one came right out and said, "Your table's gonna look real classy if you use our silverware," but the notion is there. From the description given, you pick up on the fact that this silver will do more than make your table look good. It will make you look good in front of your guests and give you a little boost of confidence due to all the compliments you'll receive.

The metal glider chair copy never said your blood pressure would be reduced as you sat on your porch de-stressing from a long, hard workweek, but that's the distinct impression you get from the copy, isn't it?

And the poster bed? Just the mention of the materials (Gabon mahogany, reed posts) and romantic interludes gives a feeling that this bed is something special, although the copy never actually says so.

By using subtle emotion, by painting a picture of what the customer will get from these products, by incorporating them into the customer's everyday life, you - as a copywriter - are able to pique interest and increase sales. Ah! The power of words!

Copy not getting results?  Learn to write SEO copy that impresses the engines and your visitors with The Step-by-Step Copywriting Course. Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)."

By Karon Thackston Copyright © 2004  -   Published May 2005

Make More Sales with the Two-Step

Typical scenario: Business owner buys ad for the "Latest, Greatest Widget!" Ad runs. 864 people visit website. 10 people buy. And if the profit margin is enough, the business owner makes money.

Everybody's happy.

But what if the business owner had added just one more step to the process? What if he had not run an ad directing people to his "sales" site but instead to a free report of interest to his target market?

Here would have been the likely scenario:

Ad runs, the same 864 people visit, but 216 people download the report.

Out of those 216, 22 people end up buying the product. In addition, over the next 6 months, another 43 people end up buying the product after repeated exposures.

Over six times as many sales from the same ad buy.

How can you make this happen in your own business? Here are some keys:

1. Create a compelling free report.

To get as many people as possible to pick up your free report, you want to give it a provocative and interesting title.

2. Give solid, informative content in the report.

The purpose of your report, primarily, is to establish the credibility and quality of your "brand." By giving valuable content, you are establishing your company, your product and yourself as the "place to buy."

3. Make the report an "advertorial" for your product.

This is the important part...as you write this report, giving your high quality information; you want to be moving the prospect to purchase YOUR product.

For example: If your product excels in 5 areas, produce a report on "The Five Things Every Widget MUST Have." Then, during the course of your report, you give your product's features as examples.

4. Give repeated exposures to your sales message over time.

Once you have captured the contact information with your free report, provide many opportunities for these people to hear about your product. A newsletter, follow-up reports or updates can all give ongoing exposure to your product.

Two-step sales technique can quadruple your sales. Give it a try --you won't be disappointed.

By Kevin Bidwell - owner of http://www.all-in-one-business.com - Copyright © 2004  -   Published Dec. 2004

10 Important Marketing Tips

Each of the following Ten Marketing Tips is based on a highly effective - but often overlooked marketing tactic. How many are you using? How many have you overlooked?

Tip 1:
Insulate yourself against the impact of change by increasing the number of products and services you offer ...and by using a variety of different marketing methods. Only a small portion of your total business will be affected if the sales of one product declines or the response to one marketing method drops.

Tip 2:
Customers are prospects too. Stay in contact with them. Find or develop other products or services you can offer them. It's easier to make a sale to a previous customer than to someone who never bought from you.

Tip 3:
Avoid making any claim that sounds exaggerated ...even if it is true. A bold claim creates doubt in your prospect's mind and jeopardizes the sale. Reduce any bold claims to a more believable level.

Tip 4:
Express numerical claims as odd numbers with fractions or decimals. For example, "Our clients save 17.7 percent" sounds more believable than "Our clients save 20 percent" ...even if 20 percent is the accurate number.

Tip 5:
To create an absolutely irresistible offer, combine a special discount price and a set of valuable bonuses in the same offer.

Tip 6:
Develop a series of 4 or 5 different special offers. Use them one at a time with an expiration deadline. When one offer expires, replace it with the next offer and a new deadline. Continuously recycle through the same series of offers. This enables you to keep using special offers to generate sales without taking time to develop new ones.

Tip 7:
If you're attracting many prospects who really don't have (or can't get) the money to buy your product or service ...you need to change your market. Target a market where prospects have an intense desire for the benefits produced by your product or service - AND the money to buy it.

Tip 8:
Set yourself apart from competitors by offering an exclusive benefit your competitors cannot copy ...or one they're not willing to copy. One business owner I know includes his personal phone number on every order. His competitors don't - and they are not likely to start making themselves that accessible to customers.

Tip 9:
Advertising copy produces the biggest response when each reader can believe the message was written specifically for him or her. As you write any sales message, visualize you're writing to one person instead of to a large group of people. This will help you write in a less formal and more personal style.

Tip 10:
Most sales are not made on the first contact. Develop a method to capture and save the names and contact information of prospects who don't buy from you. Follow up periodically. A little gentle coaching will eventually convert many of them into buyers.

Each of these 10 marketing tips implements a simple but highly effective marketing tactic. Take action now to apply those you overlooked. You'll be surprised by how much business it produces for you.

About the Author: Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards ...and launched *BizTips from Bob*, a newsletter to help small businesses grow and prosper. You'll find his low-cost marketing methods at: http://BobLeduc.com or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

By Bob Leduc  -   Published Nov. 2004

Google's new web page spider

Search engines use automated software programs that crawl the web. These programs called "crawlers" or "spiders" go from link to link and store the text and the keywords from the pages in a database. "Googlebot" is the name of Google's spider software.

Many webmasters have noticed that there are now two different Google spiders that index their web pages. At least one of them is performing a complete site scan:

10 Key Steps to Turn Your Customers ON!

"How to turn "slightly interested" customers into "I've got to have it!" customers!"

I am truly amazed as to the lack of information websites contain. You would think that a business would realize that a potential customer would at least like to know how to contact the customer service department. But, you'd be astonished at how many times I've actually come across NO information on the business except "place your order here". That truly leaves the customer with a feeling of abandonment. Since I visit so many websites throughout the year, I wanted to list some of the top 10 things I look for when making the decision whether to purchase or not.

Number 1: Include some type of contact info.

You need to make sure the customer has some type of information to contact you after the sale. If you happen to work out of your home, think about getting a post office box or a mail station. I realize that still doesn't tell the customer your physical address, but it's always nice to know the city, state, or even country of the company involved. And by all means, add a phone number to this list.

Number 2: Update your website often.

If you list your copyright or other dated information, make sure it is changed on a regular basis and includes the current year. Nothing is more frightening than to purchase from a website selling e-books or software that is older than a few years old. It always makes me think I'm getting old information that was written for a different set of problems. Now I know that copyrights should have the year they were developed, but list the year it was established plus the current year. For example, list your copyright like this - © 2000 - 2004. Customers won't enter their personal information (especially credit cards) on a site that looks like it's been abandoned. So, take a long look at your site and see if something needs to be freshened and brought up to date and then do it.

Number 3: Make your benefits clear.

Most companies will list the product or service features, but that doesn't tell a potential customer how this will help solve their problem. The best sites I've visited, not only list the features, but have a separate list detailing the benefits for each. It's easy to say you're the best in your field and you're the only ones that do "this" - whatever your "this" is, but go a step further and tell the customer what that means to them. In other words, what's in it for them? If you have trouble defining your benefits, ask the one person that would know best - your customers! If they are happy with your products or services, they will be able to tell you what problem it overcomes and the benefit they receive. Besides, what better way to find out how you're doing in servicing their needs?

Number 4: Watch for broken links.

How many times have you tried to click on a link and it goes nowhere? It's sometimes hard to believe that when we develop our websites and include working links, in a short period of time the links become broken. Why would this happen? Well, if other sites are like ours, they are always changing the information included on the site. In other words, the page link you have listed on your website might get renamed without the benefit of a redirect link attached. Then if your customer clicks on that link, they will be left to wonder just how old this information might be. The best way to stay on top of this is to check your links often and ask the visitors of your site to report back to you if they find a broken link.

Number 5: Make it easy to purchase.

If you're doing business on the internet, you'll need to have some way for your customers to pay. The best way is to accept credit cards. If you don't have a merchant account already, the easiest way to get set up immediately is through services like Pay Pal, Click Bank, and 2Checkout. But, you still need to add other convenient ways to shop for those that prefer not to purchase online. Make sure you list a mailing address, a phone number, or even a fax number they can send their payments. You'd be surprised at the number of individuals and companies that would prefer to send their payment (even if it's a credit card purchase), rather than send their personal information over the internet.

Number 6: Don't use pushy sales talk.

You'd be surprised how many times I'm shopping on the internet and find people using the old tactic "buy right this minute or you'll never see this price again". I know that's not going to make me buy immediately, in fact, it will probably cost that company my business. I don't like to feel "bullied" into buying anything. Now that's not to say that you shouldn't run a sale occasionally. But, if you do, list the time period of the sale for everyone to see. Just make sure you don't tell every customer that visits that they must purchase now (today), because most customers will price shop and compare products before they purchase.

Number 7: List your guarantee.

Everyone wants to feel that if a service or product they've purchased is not up to the standards or expectations they thought, that the company will take care of them. And because of that, you should always list a guarantee. It doesn't have to be a lifetime warranty, but it should be a reasonable amount of time or a reasonable procedure to follow in order to return an item. And better yet, if you have the type of service or product that you could allow a limited amount of time for a "test drive", it will decrease the apprehension some people have about doing business with someone they don't know.

Number 8: Include your privacy policy.

This is one of my big pet peeves. I want to know how my personal information or email is going to be used. I always read the privacy policy before entering any of my information. If I feel like my privacy is not going to be protected, then I move on to the next company. So make sure you list yours and make it easy to obtain.

Number 9: Include a terms and conditions.

This is also a way to convey to your customers and potential customers how your company does business. This is the place to list exactly how you do business and in what conditions you will offer a refund or replacement. You have to take into account that the majority of your customers are not looking for something for nothing. Now I will admit there will always be a small percentage of your customers that will try to take advantage of you, but you'll find most customers just want to be treated fair and know you'll take care of them.

Number 10: Explain all the steps in making the purchase.

After they've purchased, do you tell them what the next step will be? Will they be able to download their purchase? If so, how long before they'll know where to log in? Or, if you ship your product or service, when can they expect delivery? These are just a few of the things you should let them know as soon as they purchase. Nothing can be more frustrating than to make a purchase and then have to call the company a week later wondering where your order is. Make sure you explain each step and show them what great customer service you provide right from the beginning.

That's my favorite list of how I like to do business online and I hope these 10 key steps will help you as you develop your company online. Just remember, treat your customers with the same great care you like offered to you and they'll keep coming back for more.

Website Savvy: 10 Key Steps to Turn Your Customers ON! by - Carmen Wisenbaker, President of Penworth Publishing, http://www.penworth.com Carmen has been in the publishing industry for more than 23 years. Because she has so many subjects that have to be researched, she spends a good deal of her time on the internet. Many times when looking for products to purchase, she comes across many websites that tend to hinder the sale. This article covers her favorite pet peeves about what to do and what not to do, in order to get your customer to purchase online.

By Carmen Wisenbaker Copyright © 2004  -   Published Jul. 2004

10 Ways to Exceed Your Client's Expectations Every Time!

The following tips are just a few of the things I do to set my service apart from the crowd. In general, the weakest areas in the Internet marketing and Web development business are "customer communications" and "customer service." Set your effort towards learning to deliver "excellence" in both customer service and communication, and you'll have distinct advantages over many of your competitors. These tips are based on the tried and true philosophy of "under promising and over delivering."

(1) Manage expectations on initial search engine placement.

Do NOT tell your prospect that you will get their Web site in the top 10 search results immediately. Don't guarantee that you will get them thousands of visitors right away. I tell my prospects that I will do my best to position them within the top 30 search results initially. As you know, in this business there are no absolute guarantees, but even if you can often position a client within the top 10 search results on at least a few of the major engines right off the bat. Think about what you say before you say it.

People are tired of hearing a lot of hype. Many firms make the mistake of selling a lot of trumped up claims, even before they learn and understand a prospect's business. With so many people out there who will promise the world to get a sale, a little realism goes a long way toward establishing your credibility. Setting a client's expectations conservatively from the outset only enhances the effect of achieving a high-ranking later.

I like to teach the client to expect top placement over a period of 3 to 6 months. It's much more realistic and for each time you immediately place within the top 10 quickly, the client has another exciting surprise! To ensure happy customers, try to set realistic expectations that you can attain every time. Focus on educating your clients and teaching them the truths that others only gloss over, or are not aware of themselves.

(2) Offer some kind of peace of mind guarantee.

While no credible search engine marketer can guarantee a certain organic search position without qualification, you must put the client's mind at ease, particularly before you've had time to build a relationship. While competitors may promise the world, if you can guarantee to at least achieve a certain number of top rankings or traffic over a certain period of time, you will gain the trust of skeptical prospects. If you don't achieve your minimum stated goal, then you could offer at least a partial refund, or to continue working until the goal is met. Of course you must know your own abilities and examine how competitive the client's keywords are before jumping right in. While a guarantee is riskier for you, it will encourage clients to choose you over your competitors by giving them additional peace of mind.

(3) Blow away old misconceptions.

While some Web firms talk about the huge volume of "hits" to their customer's sites, I teach my prospects very early that "hits" are irrelevant. Hits are not the best means of determining site activity. A hit is NOT a visitor. A hit can be any action from the server. For example a page that displays 1 image, 10 buttons, 1 logo and plays music in the background might generate up to 14 hits for every visitor to that page.

This is best explained by showing the client an activity report and pointing out the difference between hits (any action from the server) and User Sessions (actual visitors). Eliminating any of the common misconceptions about traffic right from the start will serve you well in a marketplace where others are selling nothing more than hype. Set yourself apart from the crowd. Instead of letting customers believe old ideas, educate them and help your customer to grasp how things really work.

(4) Teach your client about the time required for initial indexing.

I tell my client not to expect much site activity right away. I like to prepare them for the time it takes robots to visit their site for the first time. Once again, this is a great opportunity to set your client's expectations. If we give them an expectation of waiting approximately 6 weeks after registration, before traffic commences, we know that some search engines will probably begin to visit in 3 to 5 weeks. Indeed a few may occasionally visit within just 48 hours from the time you register. However, creating an expectation of 6 to 8 weeks gives you a better chance of out-performing your goals. If your client must have results more quickly, discuss paid inclusion and paid placement options. Offer them the choice.

Success Principle: Teach your client's the truth and learn to manage their expectations. If you deliver above average results and communicate well, you will have a client for a lifetime. Customer loyalty is the key to long-term profitability.

(5) Warn about mass search engine registration.

Have you been telling your client about how you are going to register them with 250 search engines for free? This is an old, out dated approach but you may be surprised at how many competitors will be saying the very same thing. That's because literally anyone can buy auto submission software and press a button to submit a site.

I take a different approach. I ask the prospect this question:

"Have you ever wondered why some web developers may offer to register you with 250 search engines for free?" The answer is simple...that's exactly what it's worth -- ZERO. I then go on to teach them how traffic is only realized through achieving a high ranking on the major search engines. Show them an activity report to validate it. Then educate them about how you will remain focused on optimizing their Web site for the major search engines.

By setting realistic expectations on search engine registration, and telling them the truth about where most of their traffic will come from, you once again are providing an education that many others in the business fail to give their clients.

(6) Teach your clients about the risk and annoyance of FFA Links:

FFA Links (which stands for Free For All links) are NOT search engines. What you may have learned by now is that FFA sites are often times nothing more than e-mail collection sites hoping to spam your e-mail address after submission. Over the years I have tried subscribing to these services at times just to determine if there may be any benefit. I can determine no benefit in FFA links and I like to educate my clients so that the many "special offers" do not suck them in. Educate your clients and save them headaches.

(7) Build long-term relationships with your clients.

Taking the consultancy approach with SEO offers many opportunities to not only build customer rapport but also to maintain it on a long term basis. I see my role as teaching my clients as much as I can about the Internet side of their business. The time you spend educating your client pays big dividends in terms of customer loyalty. What happens after a while is that your customers will seek your advice on issues rather than just being taken advantage of by one of those e-mail offers that sounds too good to be true. Care for your client's business as if it were your own!

(8) Does your client need help to write a media release?

This may be a stretch for some SEO's, but look for opportunities to help your client promote their Web site in different ways. I like to assist my clients by doing little things that are easy for me to do, don't really take too much time, and add extra value to my service. Examples of these services might be to help your client write a good media release or the creation of little counter top signs that advertise the clients URL. Do they need a checklist of ways to help them promote their URL? Think value added!

(9) Practice customer service excellence.

One of the biggest tragedies in the Internet marketing and SEO business is lack of quality customer service. Do you return customer calls promptly? Do you keep them informed about the newest trends?

(10) See your customer as a customer for life.

Care for your customer's business as much as you can with full attention to detail. Most business owners are far too busy running their business to look after all of their "Web presence" issues. This is why they hire you in the first place. If you remember to deliver "excellence" in both customer service and communication, you'll have distinct advantages over other competitors. Take care of your customers, and they will take care of you.

John Alexander is the Co-Director of Training of Search Engine Workshops with Robin Nobles. Together, they teach 2-day beginner, 3-day advanced, and 5-day all-inclusive "hands on" search engine marketing workshops in locations across the globe. John also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and he's a member of Wordtracker's official question support team

by John Alexander  -  search engine marketing workshops  -  Published Jul. 2004

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business. One problem that small business owners have always faced is the high cost of marketing. Most, however don't realize that there is aneffective way to reduce the cost of your advertising while - at the same time - increasing its reach.

Advertising co-ops are nothing new. Usually they are a "perk" offered by major manufacturers to encourage retailers to promote their products. Because the retailer has direct access to customers that would want to buy certain products, it only makes sense that they should do joint advertising. You've seen it - McDonalds mentioning Coke in their commercials, Dell stating that you get a free Epson printer with purchase and so on.

The retailer doesn't make the product the manufacturer is providing, but it IS a great match with what they DO offer. Nobody would want to eat a Big Mac without something to drink, and a computer wouldn't do a lot of good without a printer.

Now you can use this same strategy to create your own advertising co-op to increase the reach of your ads and drastically reduce the cost, too.

How It Works

Generally speaking, the cost of any advertisements (bulk emailings, ezine ads, banners, newspaper, etc.) would be split equally between all participants. If you and two associates decide to purchase a solo ad, you would each receive equal mentions in the ad and you would each pay equal portions of the cost.

So if the solo ad were going to a list of 200,000 and cost $150, each of the three would pay $50. You get to reach 200,000 people for 1/3 the cost you would have normally paid. And, because this ad relates you to other types of businesses, you actually expand your advertising reach.

Getting Started

So who would be qualified to enter into an ad co-op with you? It depends on the nature of your business. Think of others that reach your same target customer and make a list. If you design Web sites, you might approach hosting companies, graphic artists, copywriters or programmers. If your business is landscaping, you could invite yard maintenance companies to join you.

Once you have a list of one or more business types, think of current associates you know who belong to those groups. Also, ask others if they know of any reliable businesses that fall into the categories you've outlined. Making the Approach

When you have a list of businesses to approach, simply write or email them with your offer. Be sure to point out the benefits such as:

 (1) a win-win situation
 (2) reduced cost of advertising
 (3) expanded reach of advertising
 (4) larger, more prominent ads for a fraction of the cost

Also, be sure to ask about the advertising outlets these businesses currently use. You will likely find new avenues that lead to greater exposure.

Finalizing the Deal

You'll need to work out payment arrangements with your partners prior to placing the ad(s). The best way I have found to handle the finances is for each party to pay me for their portion of the cost with a credit card. I then place the ad order with MY credit card. This way, you are assured of receiving the dollar amount due to you; and your partners have the assurance that - should you default on your end of the deal - they have recourse for getting their money back.

Working in cooperation with other businesses can lead to tremendous successes with advertising. When like-minded companies pool their resources to reach one target audience, the impact is doubled while the cost is reduced by at least half. That's the best advertising bargain around today!

By Diane Hughes Copyright © 2004 - ProBizTips.com

Article by Shelley Lowery,   http://www.web-source.net  -    Published Jul. 2004

Maximizing The True Value Of Your Traffic

You may be shocked to hear this.

You DON'T need a lot of traffic to make your website a screaming success.

Many new marketers are led to believe the key to profits lies in throwing as much traffic as possible at their sites. Hence increasing the popularity of traffic blasting programs which are inevitably money-drainers for the honest marketers.

If only it was that easy.

The truth of the matter is, there are only two basic ways to increase the profitability of any website, and in turn maximize the true value of your traffic.

One is by targeting the traffic you get, the other is by generating a call to action from that traffic.

Lets look at each one in more detail:

(1) Targeting your traffic

What you need is the right kind of traffic. To put it another way - what you need to make more money right now is highly targeted traffic.

As mentioned, the true value of traffic is in how you can maximize it to achieve certain positive outcomes you desire - be it higher sales or more quality subscribers.

Such outcomes are only possible if the traffic is highly targeted to what you are offering.

The question is in how you can receive such targeted visitors quickly and easily.

You can do this by using certain proven traffic generation strategies such as writing articles, joint ventures with targeted marketers/e-zine publishers, search engines, your own affiliate programs, etc.

== side note ==

"Autopilot Traffic Streams" reveals hidden ways to generate your own automatic streams of targeted traffic quickly and easily. You can download this $37 ebook here free, simply right click and choose 'save target as..' from this link: http://TurnkeyMoney.com/AutopilotTrafficStreams.pdf

========

These highly effective methods attract pre-qualified visitors who are mostly 'pre-sold' before arriving at your site.

(2) Generating positive responses

The hands down easiest way to maximize any traffic is by increasing your website's conversion rates.

You can achieve double, triple or even 10X more profits by converting more visitors into customers.

Let us look at a very basic example:

If your current website converts at 1% (meaning 1 sale for every 100 visitors), you would make 5 sales for every 500 targeted visitors you sent there.

Lets say you managed to increase this conversion rate to 3%, the same 500 visitors will give you 15 sales, an addition of 10 sales from just a 2% increase in the conversion rate!

While this sounds ideal, how do you heighten your site's conversion rates and maximize each visitor's value?

There are many ways to achieve this, some of which include:

Faster loading time; Easier navigation; Easier reading; Flexible payment options; Packaging of unique offers; Increasing product value and of course creation of more effective copy, etc.

In summary, generating highly targeted traffic and motivating positive calls to action is the key to achieving higher profits more quickly and easily.

It's a powerful and synergic strategy you can't afford to ignore as an internet marketer - so start maximizing the true value of your traffic today!
 
About the Author: Discover The Profit-Pulling Marketing Secrets Of The Gurus To Instantly Skyrocket Your Profits And Turn Your Website Into A 24/7 Cash Vault Quickly And Easily...Guaranteed! FREE eCourse "Instant Marketing Secrets": http://www.InstantMarketingSecrets.com

By Ewen Chia Copyright © 2004  -   Published May 2004

A Lesson From “The Apprentice” That Can Make You A Master

I have to admit, I was curious. When I saw previews of a new show called “The Apprentice,” it made me want to at least watch the premiere to see what was going on. Immediately, I was hooked. The whole idea of candidates - from all walks of life, not just college grads fresh from their commencement ceremonies - vying for a position in one of Donald Trump’s organizations piqued my interest. What kept my interest were the real-life advertising lessons every business owner needs to be reminded of.

Take, for instance, one episode where the teams were challenged to create an ad campaign. I was, needless-to-say, on the edge of my seat for the entire show. One team immediately decided to phone the client and setup an appointment to find out about the product, the end user, and other aspects that would make a big difference in creating the campaign. (Smart move!)

The other team, however, said they didn’t have time to talk with the client. They were running behind schedule. Meeting with the client - in their opinion - would just waste an hour or two that could have been spent on more important tasks. (Excuse me?)

What happened? First of all, my husband came charging into the living room asking, “Do you believe that? Even *I* know you have to talk to the customer first!” Yes, he had been listening to me after all.

In the end, the campaign from the team who did speak with the client won the challenge. Once the losing team arrived in the boardroom, the project leader, Jason (Mr. “We Don’t Have Time To Talk With the Client”), really got it from all sides.

Donald Trump’s assistants, George and Carolyn, made a point of bringing up the fact that the client was not contacted. Jason’s own teammates made a point of bringing up that the client was never contacted. And Donald? To quote, Donald said, “That was a HUGE mistake… you’re fired!”

This was fairly early in the show so you would have thought the other contestants would have learned from Jason’s mistake. Not so. There was yet another episode where an Apprentice put what they wanted over what the client wanted/needed.

In this task, the teams were charged with selling Donald’s new product, Trump Ice (bottled water). The winner was simply the team who sold the most in a given period of time. Nick, a salesman by trade, was immediately confident his team would win if they would just step aside and let him work his magic.

Ereka, the project manager for Nick’s team, urged Nick to sit with her at the computer and research the market and the customer base for bottled water. Nick wouldn’t even hear of it. To quote, “Telling me how to sell is like someone telling the Pope how to pray." So off went Nick using his same “high energy” sales pitch on every customer and focusing on what Nick wanted to sell - instead of finding the best benefits for the clients.

What happened? Nick flopped time and time again. A teammate (Bill) jumped in during one sales meeting and helped the client to understand the benefits of buying Trump Ice. Bill made the sale.

In the boardroom, George immediately noted his disappointment in how little the team seemed to know about their prospective customers. And Donald chimed in by saying he had no idea why Nick thought his sales skills were so great when he had no clue about the customers he was selling to. Ouch!

The bottom line? The team lost. Why? Because Nick was busy trying to sell what he wanted to sell, and in the way he wanted to sell it, with no regard for the customer whatsoever.

The moral of the story? Know your customers. They are the ones with the money. It doesn’t matter what you like. If *they* aren’t happy with your site, your copy, your graphics, your product, or your service… they’ll abandon you cold.

When you’re creating a business plan, when you’re writing copy, when you’re creating a website, or developing a brochure. It’s not about you… it’s all about them. If one of the richest and most profitable businessmen in the world tells you target market research is vital to success, you can bet it is a wise strategy to follow.

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword. You can also learn to write you own powerful copy at http://marketingwords.com.

By Karon Thackston Copyright © 2004  -   Published Apr. 2004

5 Exceptional Bonuses That Will Increase Your Online Sales!

Do bonuses really work?

At least once a week we get asked about the common approach to offering bonuses -- has this technique been overused?

My answer is always the same...

Crappy, freely available, 3rd party bonuses are definitely overused and have become quite ineffective.

Bonuses that are different, relevant and of high perceived value will often double or even triple your sales - It has
happened to me.

WHY BONUSES WORK

Since the beginning of time, bonuses have been used by advertisers to entice users to make a buying decision.

Bottom line is, they do work and here's why...

We make buying decisions based on emotions, you've no doubt heard that statement before.

However, being rational, thinking and logical humans, we also must justify our decision to buy we do that by convincing ourselves there is enough value to justify our emotional decision.

You read a sales letter, are intrigued by the headline. Your attention is kept through the first paragraph and you decide that you want the product or service based on benefit statements you relate to.

Now, you check the price - and it's somewhat higher than you anticipated.

Buyer's won't usually give up at this point.

They will actually attempt a value calculation by re-looking at what they get.

That's where your bonuses can make a big difference - they either justify the cost and click your order button, or they are gone forever.

5 EFFECTIVE BONUSES YOU CAN USE

It used to be you could throw just about anything into your offer and it would increase your response rate.

Not today though, today's customers look closely at the benefit they will get from their bonuses.

Select the right combination and you can still easily double or even triple your response rate.

So what can you bundle that will provide value for your customers WITHOUT taking months to create?

Here are 5 power-packed bonus ideas to increase your sales:

1. Work Sheet or Checklist.

This is one of our favorites, we've had terrific feedback using checklists in the past - some of which could have been sold on their own. If you have a product that explains a series of steps, processes, techniques or strategies to your customers, then pulling those into a checklist can be extremely simple and effective.

Use Microsoft Word's ability to insert a square symbol and a check mark - you will find both under the "Webdings" symbol options.

Checklists are also wonderful bonuses to use for tele-seminars, coaching sessions, consulting services, seminars and other educational opportunities.

2. Short Summary.

You're ebook, audio or video may be 100's of pages long. Summarize the key points into 3-5 pages and you will have created a high-value bonus without having to create additional content.

3. Audio or Video clip.

Use a related audio clip to help communicate your point, cover a case study or example that is related to your ebook.


Interviews are a great way to quickly generate high-value bonuses. A 15-20 minute telephone interview will give you a 1-2 Meg audio file that can prove very valuable to your customer base - as long as it is directly related to your content.

Assume your ebook topic is exotic travel. Find a few people who have traveled to exotic locations and request a few minutes of their time to answer some questions over the phone.

If you need more information on recording telephone interviews - you can download our complimentary special report here:
http://www.infoproductcreator.com/freereportdown.html

4. Software

You are selling an eBook on how to make it big in the stock market. Imagine if you could bundle bonus software that makes it simpler and quicker to apply your techniques.

Software has a high perceived value.

You can find tons of free or trial software at sites such as http://www.download.com (Select "Advanced Search" link in upper right hand corner and select different License options in drop down list), http://download-soft.com, or http://www.50download.com.

Another option is to hire a developer through http://www.elance.com or http://www.freelance.com to create a simple software application you can offer as a bonus.

5. Bundled service

I've had great success bundling relevant services with my products. For example, if you order "Ultimate Information Entrepreneur's Success Package" - http://www.infoproductcreator.com you will not only get an incredible package for creating your own income-generating infoproducts, but you get a complimentary 20-minute consultation with a top copywriter online.

Makes sense right?

You are creating a product to sell online, you will need to create a highly effective website.

Think beyond the specific problem/problems you are solving for your customer. What ELSE will they need solved?

Match that need up with a service professional and you have a very high-value bonus.

Most service professionals offer some form of gratis trial, that's what you can offer to your customers.

MAKE YOUR BONUS STAND OUT!

The final point on effectively using bonuses to enhance your sales is to stand out from the crowd.

What is everyone else doing - offering some crappy, resell rights, largely useless eBook.

The perceived value of such bonuses are less than zero - meaning they can HURT your sales more than help them.

Create a high-value bonus, and you will see immediate positive results on your sales and profits.

About the Author: Jeff Smith is dedicated to helping you turn your knowledge into highly desirable, hot selling information-based products (eBooks, booklets, seminars, courses, etc...) Through his highly acclaimed site: http://www.highertrustmarketing.com you will find exactly what it takes to create and market high-profit infoproducts.

By Jeff Smith Copyright © 2004  -   Published May 2004

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