SUBSCRIBE TO WEBSITE MARKETING MAGAZINE TO WIN AN IPAD2 P.15 LEARN HOW TO MAKE MONEY ONLINE » C O N C E P T IO N » C R E A T IO N » M O N E T IZ A T IO N » S O C IA L IZ A T IO N » A U T O M A T IO N » R E C R E A T IO N Is affiliate MARCH 2012 20 Questions Marketing Answered by Dead as we know it Penny p.11 SansevieriAllen Lundry p.16 Penny Sansevieri + plus Gadgets interviews PINK CAKE BOX products success Q and A story Earl Stringer p.30 Jesse Heap How to make money with facebook p.20 get your copy today CLICK HERE TO VISIT OUR WEBSITE
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WMM 4 wmm contents [ MARCH 2012 ] Regular Columns6 Editor’s Letter Welcome to the August edition. 7 WMM Inbox Got something to say? Tell us what you think. 8 What’s On Seminars, Expos and 12 Suzanne Meyer Summits, oh my! 10 WMM News Stuff you should know about. 12 WMM Success Story Laurie Meyers: Success in the Online Coupon Business 15 Subscribe Subscribe for free to win an ipad. 16 Ask the Expert 20 Questions Answered by Penny Sansevieri 43 Anne Heap 22 WMM Gadgets and Toys You know you want them. 35 WMM Marketplace 25 Advertise in WMM Buy & Sell domains and websites. Be seen by 150,000+ potential customers. 37 Featured Products & Contributors 26 WMM Tools The people and products that helped Books, Courses, Software etc. make this edition. 28 WMM Videos 43 Back Story Watch useful videos on internet marketing etc A Small Business Marketing Success Story: Pink Cake Box 30 Q&A Learn From the Best-‐-‐ An Interview with Internet Marketing Consultant, Mike McMillan 33 WMM Useful Links All the links in one handy place.
WMM 5wmm contents [ MARCH 2011 ] Features11 Is Affiliate Marketing Dead as We Know It By: Allen Lundry 20 Making Money Online Using Facebook By: Earl Stringer Increasing Your Online 34 Sales - 3 Common Mistakes To Avoid When Selling 21 Online Marketing Versus Traditional Online Marketing By: Chris Green 23 Dont Let Fear Stop Your Internet Business Start Up By: Michael Tasker 29 A Variety Of Extra Income Ideas To Consider By: Cynthia Minnaar 42 Get Your Business Online and 34 Increasing Your Online Sales - 3 Raise Your Revenues Common Mistakes To Avoid When Exponentially Selling Online By: Ruth Morgan 41 Starting A Web Business Is Not As Easy As It Sounds40 The Best Ways To Write An Article By: Carl Orlafsky For Internet Marketing By: James Stevens 42 Get Your Business Online And Raise Your Revenues EXPONENTIALLY38 Contributors By: Diane Potter
WMM 6 wmm editors letter Welcome to the March edition of Website Marketing Magazine. Id An like to welcome our new contributors this month. economist We have some great contributions from Earl Stringer, is an expert Subscription enquires:Allen Lundry and Jesse Heap and other innovatorscontributing some great articles that you should get a lot who will Click Hereout of. know Order the printed edition: Click HereWe are firmly into the 2012 now, and your marketing tomorrow Advertising enquires: Click Hereefforts should be well under way. You should now beputting into place marketing strategies for Easter as well why the Contribute articles: Click Hereas other holidays for the second half of the year. things he Website Marketing Magazine Published 12 times per year.If you havent had a chance to download out iPhoneApp, check it out now, as we have recently updated it. predicted Printed by MagCloud. Copyright ♥ Leigh Burke and Website Marketing Magazine. All rights reserved.Get access to the latest issue of the magazine right fromyour iPhone or iPad. Its available in the app store, see yesterday Reprinted with permission. No part of this publication may be reproduced, translatedour website for further details. didn’t or converted into machine-readable form or language without the written consent of the publisher. Articles express theI hope you enjoy this months issue of the magazine, and happen opinions of the authors and are not necessarily those of the publisheras always please email me if you have any comments,contributions or feedback. today. Contributors -Laurence L. PeterLeigh Various experts in their fields The instructions and advice in the magazine are for entertainment purposes >> Talk to me only. The creators, producers, contributors and distributors or Website Marketing Magazine disclaim any liability for loss or lack of results from following the advice www.Twitter.com expressed herein. www.Facebook.com Keep your valuable feedback coming. I try to reply to every email, I appreciate Your input as it helps to make wmm the Best magazine possible. Drop me an email, and the best email will receive a new FlipCam. Write to me at: CLICK HERE Follow me on Facebook: CLICK HERE Both the paper and our printer meet the international standard ISO 14001 for environmental management. The paper comes from sources certified under the Programme for Endorsement of Forest Certification scheme (PEFC). Please recycle this magazine – or give it to a mate.
wmm inbox WMM 7 How do I revive an How can I take advantage of old product to get the mobile marketing more sales? craze? Ive got an old I hear a lot about mobile product and the sales marketing and how most have really dropped commerce will be done from off. Is there smart devices in the future, something I can do to how can I position myself to revamp the product take advantage of this and relaunch it to phenomenon? -‐ Jenny. start getting sales If you tell us what you rolling in again? Like and don’t like about Your right, a lot of commerce Website Marketing Magazine, is already being done on What worked for you Or what you think sucks, mobile devices. Apple Then we can make it an introduced a whole new world I dont really have a Even better magazine. of online commerce with their whole lot of money or So come on, iTunes store and App stores. time to spend on Flick us an email Of course people are making updating the product, And let us know. TOP EMAIL You might win our money with apps, but all the but would love to Great prize on same rules apply to other start selling copies Page 6. products. You need to make again. -‐ Jezza. sure your site is optimized for smart phone viewing as well. Often all that is -Ed. required to update an old product is an extra few chapters, some new Im just starting our and just want videos or bonuses. to make some money. Then look at I havent been online long, but I really revamping the product just want to make some money -‐ I graphics and adding a dont really care how. Whats the best "Version 2" or "Newly way? -‐ Dean. updated" banner to all your sales materials. You should have a look at providing People love to get the services like article writing or blog latest versions and posting. Companies are always on the updated content, so lookout for great unique content to that should get things help advertise their products, so this is rolling again for you. -Ed. a good place to start. -Ed. >>Email Us: CLICK HERE Who coined the phrase World Wide Web? Did you know: Tim Berners-‐Lee in 1990. Hes also considered by most people as the person who started the whole thing rolling.
WMM 8 wmm what’s on MAR Elevate Your Digital 08 Marketing eMarketing < Workshop Date: March 12, 2012 Social media isn’t rocket science, but to The Enterprise Ireland Internet Marketing Unit is hosting an eMarketing event for clients fully understand and embrace digital on Thursday 8th March 2012 in the Radisson Hotel, Ennis Road, Limerick. This event will marketing, which includes an emphasis on focus on how companies can use the Internet to market their products and services more social media marketing, in todays successfully in international markets, learn about the strategies and processes needed to identify, reach and retain new customers on the Web. consumer environment, three critical factors must be learned: New standards of Digital Cream MAR behavior, technology and a sound > strategic approach to using them. B2B London 15 Those lessons and more highlight Explore, Social Media Explorers signature learningIn response to demand, Digital Cream B2B London is the newest event, which comes to Dallas-Fort Worthaddition to the global series of Digital Cream events taking place in March 17, 2011. Reserve your seat nowLondon (now in its sixth year), New York, Dubai, Singapore,Sydney, Chicago and San Jose. for the first in a 2012 series of one-day, intensive seminars and workshop eventsRunning parallel to Digital Cream London, Digital Cream B2B is an designed to help the business owner,exclusive invitation-only roundtable event for senior client-side B2B marketing professional, public relationsdigital marketers to discuss best practice and the reality of digitalmarketing with those leading the way. practitioner and even non-communications discipline professionals understand a what’s onDigital Cream B2B is a unique opportunity to air specific issues deeper, more strategic approach to digitalfaced by B2B marketers, network with peers across various and social media marketing for theirbusiness focused industries and benchmark where you are withinyour organisation and what you’re trying to achieve. business.This is not your average one way conversation B2B conference, it’s MAR an interactive event where you have a say …the more you engage,the more you take away. Social Media Boost your client base, 27-‐28 World Forum empower employees, Europe and enhance your Top-level strategic advice and insight around how to engage customers, manage brand business through perceptions, empower employees and open new un-tapped audiences through diverse social media channels. diverse social media The fourth annual SMWF Europe will be the biggest show yet, gathering around 4000 industry channels and Internet professionals; delivering experience and practical, hands-on guidance from a huge collection of marketing the world’s leading marketing and business minds. “ Quotable: This year SMWF includes six conference streams, focusing on networks and social media on the Internet, all of these 500 Right now, with social the fundamental other tools disciplines that our expert industry partners and SMWF community members believe are the key million people have a way to say what theyre thinking and have their voice be areas of growth and opportunity within the social media space. heard. --Mark Zuckerberg Read more:http://www.brainyquote.com/quotes/keywords/inte rnet.html#ixzz1l14SgD13
WMM 10 wmm news 33% of Small Yahoo! vs. Email Business Turning to Viral Marketing SpammersA new survey conducted by Staples has found that one Even with our spam filters guarding our in box, we’re still inundated with unwantedthird of small businesses are moving away from traditional email. There’s the eye-rolling medication-advertising in place of viral and word of mouth marketing. related spam (you know what we’re talkingThe study asked the opinions of 500 random businesses about), the spam from the exotic royal whothat have 20 employees or less. wants to share his wealth if you only wire him some money, and the hundreds ofStaples also found that two thirds of small business owners emails that tell you that you’ve won somehave a marketing budget for the year ahead, an average of lottery or another.over $2,000 per business.The survey discovered that 35% of businesses have According to the Associated Press, Yahoo!increased their social media presence in the past year has filed suit against the senders of theand that seven out of 10 small business owners are latter – or at least those who told recipientsoptimistic about the future. to click on a link to Yahoo in order to receive their prizes. Although the company“With more than 25 years of experience working with our doesn’t know exactly who the senders are,core small business customers, we know that investing in it is confident that they will be identifiedmarketing to grow a small business is essential, yet many during the discovery process.do not have the money to do so,” said John Giusti, vicepresident of small business marketing at Staples.The survey also indicated that over 50% of small business Yahoo! is using state laws, federal anti-owners want to do more marketing and advertising, but spam laws, and trademark-related laws tobudgets will not allow it. pursue the suit.“Successfully marketing your small business is the life This aggressive pursuit of spammers isblood of any company, but with limited budgets, good news for companies who engage inentrepreneurs must be creative and resourceful,” said legitimate email marketing. After all, mostRieva Lesonsky, CEO and President, Grow Biz people welcome commercial email forMedia/SmallBizDaily.com. “Any marketing boost that theyreceive from a program such as the Staples ‘Give Your products and services that appeal to them.Small Business the Push It Needs” can make all the If their in boxes are free of spoof anddifference in the world, especially in the current business phishing emails, they are much more likelyclimate.” to be responsive to legitimate offers made by legitimate companies.Staples have also reported annual sales of $25 billion and is now ranking second in world eCommerce sales. Quotable: “If it doesn’t make cents, it doesn’t make sense.”—Fortune Magazine, Oct 2000
WMM 11 Feature Article . . Is Affiliate Marketing Dead As We Know It - I Doubt It By Allen Lundy Theres been news that the America Federal TradeCommission are planning to force blog and websiteowners to "disclose" the fact that you and I areprofitingfrom our recommendations.In other words, when you recommend something tosomeone and someone buys a product based on theconfidence on your recommendation, the FTCbelieves its the customers "right" to know they are The question you ask yourself, given the abovebeing profited from. examples, is if you believe its your right to be told whos making money off of your purchase possiblyThe argument with marketers and promoters is that influencing your decision to buy, or not?they have every right NOT to tell people they areprofiting from their decisions to buy as long as the In my opinion, it can go both ways. In somecustomer is satisfied with their purchase, what does it industries, you want to know whos profiting so yourematter to the buyer? not supporting a bad cause or scam...and in others, it really doesnt matter so much because the likely hoodIs it because the seller is afraid the buyer wont of being ripped off is almost unlikely.purchase because they know someone is profitingfrom the sale? It seems like the higher the risk to the buyer, the more they want to know whos pockets their lining with theirBesides, when you walk into a cellphone dealership purchases. In contrast, the LESS risky the purchasestore and a salesman/woman approaches you and and the more the industry is perceived to be "legit",sales you on a brand new plan and phone...are they the less cause for concern of being ripped off.required to disclose to you what percentage of thesale they make? And consequently, as more buyers are getting ripped off and cheated on their online purchases by zealousNo. affiliate marketers, the cry for "regulation" gets louder.In fact, I bet you could care less one way or theother WHO makes money from your purchase, as This system can be abused by agencies like the FTClong as you get the cellphone youve been dying to for their own personal agenda of sticking their handshave in your hands in the cookie jar and getting more "control" overfor months. something the government knows it has no control over.What the FTC dont know, is that disclosure ofincome and profit is already being done in most As you can see, there is no cut-n-dry answer to a veryindustrys including network marketing, direct sales, complex question full of holes. But is affiliateinsurance salesmen, real estate investors, and so on. marketing coming to an end? I doubt it.
WMM 12 wmm success story Suzanne Meyer: Success in the “Personal Greeting ServiceBusiness By: Isabel Isidro Find your Moving to a new house can be an exciting experience — new life, new neighbors andeven new friends. But it can also be a little daunting. There are transitional challenges,and the social and emotional changes can take some time getting used to. passion and by Lyve Alexis PleshetteSuzanne Meyer started The Welcome Committee http://www.thewelcomecommittee.net tohelp welcome newcomers to the area of Lake Norman, North Carolina. She and her staff be true topersonally welcomes new homeowners to the community who recently purchased homesin the $200K – $2 million price range. They bring gift baskets with goods from businesses yourself.and advertisers in the area seeking to reach out the new residents. It’s a win-win situationfor everyone: the new homeowners feel welcomed and receive helpful communityinformation that can ease the transitioning process, while advertisers get to tell the new Anything is possiblemovers about their businesses.We talked with Suzanne Meyer on the idea behind The Welcome Committee and thechallenges she faced when starting the business: when youWhat is The Welcome Committee? Can you briefly describe what servicesyour business provide? believe inThe Welcome Committee, Inc. is a word-of-mouth marketing service that connects yourself. ”newcomers and new homebuyers with local business, community, medical andprofessional services in the four county Lake Norman region. Our personalintroductions pair up new consumers with products and services they need,influencing their buying decisions at a critical time in their decision-makingprocess. For business development purposes, our advertising sponsors receive amonthly follow up prospect list of where we have been and to whom theirinformation, coupons and gifts were distributed to. Physicians use the prospect listto track new patients, and businesses use the list to track new customers, or addthem to their mailing list.What prompted you to start a personal greeting service?When I received a pink slip from my former employer (Welcome Wagon,International, Inc.), I decided it was now or never to start a welcome servicebusiness of my own so I could retain as many of my former advertising sponsorsas possible. Quotable: The Internet: transforming society and shaping the future through chat.~Dave Barry
WMM 13How has the business grown since you started The Welcome Committee? What strategies do youuse to grow the business?The business has grown quite a bit from my meager beginnings. In 1999, Welcome Committee wasservicing the town of Huntersville, in Mecklenburg county. Today, we are serving nine towns in fourcounties. My strategy for growing the Welcome Committee is based on the supply and demand principle.When five or more sponsors request that we branch out into a new zip code, then it’s worth doing.What were the challenges you faced in starting the business?My biggest challenge (or fear) was a non-compete agreement I signed with my former employerprohibiting me from starting a similar business for twelve months. When the Welcome Wagon trademarkwas sold in 1999, the new company changed advertising formats from face-to-face to direct mail. Theformer Welcome Wagon Ambassadors were warned NOT to start a competing business with the newWelcome Wagon, nor try to recruit “their” former advertising sponsors or legal action would be taken. Thebusiness attorney who incorporated Welcome Committee said I had a right to work, so that squelchedsome fears, but I still sat on pins and needles for the first twelve months not knowing if I would be sued.How are you marketing The Welcome Committee? How are you finding advertisers?Marketing is so important to any business, you have to constantly keep your name out there or you will beforgotten. I do reciprocal trade agreements with many media outlets in the Charlotte and Lake Normanarea. I also write articles for newsletters, local newspapers, and magazines, and submit press releaseswhenever my company has something newsworthy to report. Also, I network like crazy. WelcomeCommittee is a member of four area chambers of commerce, and I’m on the Board of Directors for one ofthose chambers. While it’s impossible to attend every ribbon cutting, grand opening, Before and AfterHours events, etc., I make it my mission to attend as many as possible. I also require my staff to attend atleast one event a month. I’m active in several leads groups too. Even in this challenging economy, we arestill finding advertising sponsors. Being visible and accessible is my best marketing strategy for obtainingnew sponsors. People like to do business with people they know, and see often.How has The Welcome Committee changed your life?It has given me the flexibility to work when I want to, and to be home with my three children when I want.It’s empowering to be your own boss and have complete control of your schedule. Everyday is aneducational adventure as I learn so much about our vibrant community. Welcome Committee representscivic and 501(c)(3) non profits pro bono. Each week I get the opportunity to tour and learn about so manycharities that I would not have known about if it were not for my affiliation with Welcome Committee. Lastweek I brought my 12 year old son to tour a nearby foster home. He donated books and school supplies tothe children. After the tour, my son and I felt blessed to have a family, a home and basic necessities.Welcome Committee has opened many doors and provides many opportunities to be actively engaged inmy community.How are you balancing your work and family? What are the main challenges of running a home-based business?All mothers are faced with the challenge of balancing work and family. There never seems to be enoughhours in the day to get everything done. To stay organized, I make a “to do” list. Every night, I prioritize thefollowing day’s activities, (i.e. the kids orthodontist appointment, Lacrosse practice, business luncheons, sales presentations, etc.). I’ll leave a little cushion for unexpected surprises, but seeing a daily list helpskeep me on track and focused on the current task at hand. The main challenge of running a home-basedbusiness is knowing when to turn it off. I’m still trying to figure that one out….I work way too many latenights.
WMM 14What are the important factors needed for a personal greeting business to succeed? First, you need to have a passion for what you do. This is a people oriented business, so one needs to be outgoing and sociable, polite and courteous. A sales and marketing background is helpful, as well ascustomer service experience and good listening skills. But basically, a desire to want to help others by being a “connector” is the most successful ingredient in this business. What are your plans for the business in the next five years? Are you thinking of replicating thebusiness in other states? I have thought of replicating my business model in other states…years ago. After researching the franchise possibility, I decided instead to write a franchise style manual based on the WelcomeCommittee blueprint. Franchising was too expensive, not just for me, but also for the purchaser. I thought I could share the same information for a whole lot less, making it affordable to anyone who is trulyinterested in starting a welcome service business in their community. In 2006, I published Home-Based Business: The Complete Guide to Owning and Operating a Successful Welcome Service Business. InJanuary 2010, we are rolling out a B2B welcome mat. We’ll use the same successful business model currently being used to market to new consumers, only we’ll be welcoming new business owners in the community. What lessons can you share other women entrepreneurs?Find your passion and be true to yourself. Anything is possible when you believe in yourself. Always lookat the glass as half full, and keep a positive attitude, it will get you far. Don’t give up easily….persevere.Be interested in others, and they will find you interesting. Smile and be happy….your inner beauty will shine through. Associate yourself with like-minded female entrepreneurs and get together regularly…you will learn so much! Most of all, enjoy what you do, and take pleasure in the little things!
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WMM 16 wmm ask the expert 20 Questions Answered by Penny Sansevieri Interview by Jodi WebbPenny C. Sansevieri, CEO and founder of Author Marketing Experts,Inc., is a bestselling author and internationally recognized bookmarketing and media relations expert. Her company is one of theleaders in the publishing industry and has developed some of themost cutting-edge book marketing campaigns. Her company “researched, developed, and implemented the first comprehensiveInternet publicity campaign called The Virtual Author Tour™.Penny successfully marketed her first book, The Cliffhanger, in If youre marketing2000. After a strategic marketing campaign, it soared up the ranksat Amazon.com and held the number one spot for three months.She eventually signed a three-book deal with a mainstreampublisher, Morgan James Publishing, to re-release From Book toBestseller (January 2006) and Get Published Today! (January 2006) online,as well as publish her latest book, Red Hot Internet Publicity (June2007). books tendsThank you for taking time to answer our questions, Penny. How did you become anexpert in online book marketing? to beTruly, it was through the experience marketing my own book. I had been working in evergreen, and the Netmarketing and PR for a corporation, and then I got published and found that the samerules could be applied to book marketing. My first book became an Amazon.combestseller. The book was self-published, which made this success even more doesnt carechallenging. I decided to leave my day job and forge a path on my own; and so, AuthorMarketing Experts was born!What types of packages do you offer authors? if your book is old(er). ”Thank you for asking! We have tons of packages ranging from $299 to $3,000—it justdepends on what you want to accomplish and, of course, budget. We use both searchengine marketing techniques combined with online "buzz" pieces to get the word outabout your book. They’re aggressive, effective, and unique in that they are superfocused. We dont take chances with the market or direction online. Weve had ten bookson the bestseller list in the last year—all of them in our programs. Authors can learn moreabout our packages athttp://www.amarketingexpert.com/.“ Did you know: When was the first mouse introduced? The first computer mouse was introduced in 1968 by Douglas Engelbart at the Fall Joint Computer Expo in San Francisco.
WMM 17 wmm ask the expert Weve all heard that the industry abandons books if they dontWhat are some tips for writing a must-read release that catch fire in the first three months. So on the flip side, is there acatches a media outlets attention? time when its "too late" to start marketing?First off, it’s important to know what problems your reader needs Some books do have a timing element to them, specifically books thatto solve as it relates to your topic. You also need to know what’s are tied into fads or hot news topics like the recent death of Michaelhot about your market and topic right now. A press release written Jackson. But if youre marketing online, books tends to be evergreen,about the book won’t garner a ton of attention, but a release and the Net doesnt care if your book is old(er). Offline reviewers,written about what the book can do for the audience will. however, are very date sensitive.Second, you need to have a powerful headline. Sometimes (and An important marketing tool for an author is her ownespecially if the release is syndicated online), the headline is the website/blog. What are some essential ingredients for creatingonly thing you’ve got to grab the reader and media attention! an effective web presence?Third, keep it short—if you can keep a release to 600 words, you’ll Ideally, you want to have someone else create your website for you.likely get more people to pick it up. Short is best. Cut all the While there are a lot of tools to help you design your own site, in myextraneous words that are just page fillers. Keep it tight and on view, its sort of like cutting your own hair. I recommend leaving it topoint. an expert. It doesnt have to cost a fortune; you can get a good site starting at $500, which is an amazing price actually.Fourth, make sure you have at least one to three hyperlinks backto your website. This is important because most releases Once you have decided whom to go with for your site design, makenowadays wind up online, so you want to give readers easy sure they understand the message of your book. While your site canaccess to your website! do a lot of things, your home page should do just one. So one focused goal, which for many of us will be to sell a book.Is marketing for a nonfiction book different from marketingfor a fiction book, or are they basically the same? I also recommend having some sort of newsletter or mailing list sign up. Why? Because you really want to get e-mail addresses of yourThey are the same up to a point; where they differ is that you can’t visitors. Studies show that less than seven percent of first timealways and easily find a hook for fiction. With nonfiction, it’s website visitors are compelled to act the first time. So if you cant re-generally self-evident; with fiction, you have to find a hook within market to them, you may have lost a sale.the story. (It might be based on: spousal abuse, dating issues, orcurrent books that are in the news.) For example, a few months How can an author drive traffic to her website?ago, I taught a webinar, and there was an author who wrote avampire YA novel. He said that he was not looking forward tocompeting with Stephanie Meyer, who had just released her book. High traffic, high quality incoming links. You really want to network orI told him to pitch himself locally on the topic of YA vampire fiction "cyber-schmooze"—meaning that you want to get to know blogs andand see if he could get himself on some shows. He was on three bloggers in your market, offer your book for review. Offer to submitshows in his area, talking about the trend of this type of book; and tips for their readers (that the blogger can post to their blog). Incomingof course, during the interview, he was able to mention his own links are critical to gaining exposure. You can also get incoming linkstitle! from your Twitter and social networking accounts!So many times Ive read that you should start marketing for Many authors are short on time—day jobs, writing, family. Howyour book before its even released. How can authors do this? can they make the most effective use of their time?You can do this by building your platform online. This means Create a goal list and give yourself five things to do in a week. If youhaving a website and getting to know bloggers and websites in can do more than five—great, but start there. With five goals, at leastyour genre. Once you identify who these people are, visit their youre keeping the wheels turning and checking off things you need tosites and get to know them. Comment on their blogs and cyber- do to keep marketing your book. Also, remember to get rid of the stuffschmooze with them, just like you would network at a networking that doesnt really make sense. For example, if everyone in yourevent. The key really is to start getting a foothold into your market writing group is doing book signings, but you hate them and/or theyand build your exposure there. You want people to know who you dont work for you, then dont do them. Do what works for you andare months before the book is out. Then, when it is released and your market; this will save you a lot of time.you pitch these same people for a book review, they already knowyou. Nowadays, were all a little short on money, too. When setting a marketing budget, how can an author determine how muchMake sure you have a website long before the book comes out money is a good investment and how much is over the top?and spend some time blogging on your site. Also, try to collect e-mail addresses so you can announce when your book is out. An e- That really depends. You want to spend your dollars wisely, so Id stayzine sign-up on your site is a great way to build a mailing list. away from buying ad space. This is alluring because its easy to do, but ads dont have the pull they once did. Consumers no longer trust ads; they trust other consumers.
WMM 18Generally, I find that anything in mass doesnt work. For example, a Also, local events are great to get local media. Your regional media likes topress release service that sends your release to a thousand outlets is tie into something thats going on or happening in your area; and an eventprobably worthless. Why? Well, there are several factors involved. First is a great way to get their attention. I often tell authors that events in and ofoff, how compelling is the press release and how is it being sent? If its themselves might seem like a waste if you dont maximize them; but when you do, they can really help you gain some great exposure even if thebeing faxed, you can forget it altogether. turnout is low.If your marketing budget is tiny, what’s the one thing you should In your opinion, what makes a blog tour successful?spend your money on? Well, first off, the word "tour" is a bit deceptive. It infers that theres an endA website and make sure it has a blog. If youre tight on funds, dont date to the program; and often, I see that these tours run for a week or aoverlook your 24/7 sales tool. few days. This isnt effective. For a tour to be successful, you need more time—a month at the least.It seems one big chunk of the marketing budget is comp copies toreviewers, interviewers—everyone it seems. How many books Second, you want to connect with blogs in your market. Dont just take ashould an author plan on giving away—because publishers aren’t link from any blog just to get the link; make sure the blog is related to your audience.giving authors that many anymore? Social networking. Valuable tool or waste of time?A lot—as long as its to the right people. Lets face it, the minute you getpublished, everyone thinks youre suddenly rich, which as we all knowis far from the truth. The only person who should get a free copy of your Valuable, if its used correctly. By this, I mean that an author should view any of their online work as going to a big networking event. You wouldbook is Mom; everyone else should buy one. And as long as the never lead a discussion at a networking event by telling someone you hadreviewers are legitimate and review for a publication or blog, they grilled cheese for lunch or just washed your cat. Your social networkingshould get a copy of your book. presence should be much the same. Lead with helpful information. Dont ask for the buy first. Offer to be helpful; offer guidance tips, insight.Often, youll end up buying copies of your book, Im sorry to say. And I Become a funnel of information related to your market. Engage and interact. The first word in social networking is "social," so network withhear you on the review copies, publishers have gotten stingy on them, others in your market.and this baffles me. Ditto for Twitter. How can a 140-character message help sell a book?So many author websites have entire chapters or sections for youto read. Should authors be giving their writing away? Thats the deceptive part of Twitter. Most people think you are limited to 140 characters. Period. But youre not. When I tweet, I will often link backI have no problem giving away content. I give away pieces of my book to the blog on the website or to an article Ive written thats posted online. Iall the time. I know this frightens a lot of writers out there; but honestly, will also link to other blogs or articles that are of interest to my market. Usewith so much shopping online, you really want to give readers a taste of a compelling headline; then link. Why do it this way? Because the moreyour book. So yes, post a chapter on your website. you can become a resource for your market, the better you serve them; the more of an expert youll become; the more followers you will get; and the more traffic youll get to your site. Sales of my book have quadrupledIs there a marketing tool many authors are overlooking? Or is since I started tweeting as have requests for new business.there anything that lots of authors do or use (Im thinking theubiquitous bookmarks) that makes you want to say, "STOP! Dont Finally, someone has explained to me how Twitter can work fordo that anymore." authors—I’m a techno dinosaur! What about pursuing being a guest on TV, radio, and online shows. How can authors convince hosts that they would be a good guest?Candidly, I think a lot of authors overlook their own website. You knowthe bookmark thing is funny—those of us in the industry are overloadedwith them. (I now have enough bookmarks that even if I read ten books Develop a hook—the worst thing an author can do is sell the book. No onea day for the rest of my life, Id never need another bookmark.) But the (except Mom) cares that you wrote a book; they only care about what the book can do for them. This goes for fiction, too.consumer market lovesthem. How do we judge a marketing tool? Is there a ruler for measuring“Take the ordinary to the extraordinary.” I love that! It should be success of marketing tools or plans?every author’s mantra. How can we apply that to book signings—which I’ve found boring both as an author and a potential book Keep in mind that not everything you do will relate in sales; and candidly,buyer. you should never measure the success of what youre doing in sales alone. And heres why: traction for a book is cumulative. Its what I call theYes, book signings are boring. Do talks instead. When you compare a long runway of publishing success. You have to keep the momentumbook signing to a "talk" at the same location, youll find that the turnout going for a while before you see results; and often, authors getis much better; and you also have the opportunity to pull in people who discouraged at the 90-day point and give up. Thats why I suggest keeping a running list of things to do and surround yourself with people who willwere "just" shopping in the bookstore when you do a talk. help you keep the momentum going even when you feel like giving up. If youre doing the right marketing, youll see a marked difference—perhapsAlso, consider doing talks in places other than bookstores. For in web visitors, sign-ups to your social networking page, or a jump in yourexample, weve done events in video stores (for books with a movie tie- Twitter followers. Success leaves clues, so does effective marketing; but toin), restaurants, coffee shops (Helloooo, Starbucks), and other unique measure it by sales is too discouraging. Remember the Rule of Seven—it takes seven impressions to your book, message, or product for theplaces. This is good because then you are offering them something consumer to buy. I almost think that the Rule of Seven is the Rule ofunique that they can promote, and youre not competing with the nine Seventy. With so much stuff coming at us at any given time, its tough toother authors they might have in that month. sift through it. Thats why consistency of message and consistency of marketing are both important.
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