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    Expert to expert_ebook Expert to expert_ebook Document Transcript

    • See what the Experts Have to Say!
    • www.marketingtrendz.com Welcome To The World Of Internet Marketing Discover: FREE Marketing Tools FREE E-Books FREE Members Only Club FREE E-Zine Subscription ...and Much More! Click Here to Enter The World of MarketingTrendzClick Here to Enter The World of MarketingTrendz To read an article, click on it’s title below Kick Start Your Business Increase Your Sales with a Powerful Offer Doorway Pages PLAN-OF-ACTION TRUE SUCCESS POINT BLANK CREATE A SUCCESSFUL WEBSITE LESSONS TO LEARN IN BUSINESS HOW TO START YOUR OWN E- ZINE THE DO'S AND DON'TS OF INTERNET MARKETING Pack Some Power in Your AD Copy Power Of The Internet Getting Sidetracked vs. Getting More Build A Successful Business By Staying Connected Is Your Business Web Promotable? Customize Your Web Site's BookMark Eight secrets of selling Getting it done Internet marketing medicine Covert marketing Cooking up a web presence Refine your marketing message Keep an open mind Persistence - The Magic Key to Success Qualities of success FUN WITH SEARCH ENGINES A CREED TO LIVE BY QUIZ: Is Your Site Doomed? 7 Inexpensive Ways To Promote Your Web Site HOW TO DEVELOP AN ATTITUDE FOR SUCCESS IT'S NOT SUPPOSE TO BE EASY HOW TO SUCCEED WITH YOUR WEBSITE THE IMPORTANCE OF CUSTOMER TRUST Do You Have A Vision For Your Online Business ELECTRONIC MARKETING - the future of commerce Mirror sites & doorway pages How to be G.R.E.A.T. Let's take a little test How to Write Persuasively
    • www.marketingtrendz.com Traits and Skills of Successful Internet Entrepreneurs Key words & search engines The bottom line Search engine tricks Business Plans Revealed ADD Something EXTRA The 5 step marketing check list Creating Your Own E-book For Distribution 10 Ways To Indirectly Get To The Top Of Search Engines! Six little used online marketing strategies Finding your target market on the web How to write email messages that get read Screaming Your Headlines Can Increase Your Response Plan your work How to create multiple streams of income Creating a benefits web page When all else fails-- don't quit Creating your own product for profit Five point plan for promotion The 2 Interrelated Tasks of Real Web Marketing How To Start An Online Business That You'll ENJOY Search Engine Spamming - Don't Go There Why the Internet is an Entrepreneurs' Dream How to Use Viral Marketing Strategies Simple AD Mistakes That Will KILL Your Response Setting up a home business TOP 10 Ways to Stay Focused on Your Objectives WANT UNIQUE VISITORS HOW TO Write An OnLine Article Writing Your Own Ebook...What it can do for your Sales Developing your Verbal Logo Why Your Business Could Fail And How To Prevent It From Happening #1 Reason Internet Marketers Fail What Business Are You REALLY In? You can't make an income from the Internet. Pardon me? Attract More Customers With Less Effort Through the Right Cross -Promotions HOW SERIOUS ARE YOU? Words Can Be Lethal Business and You
    • www.marketingtrencz.com 1 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ KICK START YOUR BUSINESS! by Sara Hardy and Debbie Solomon Do you know where or how to start planning this years advertising? The fact is, SUCCESSFUL advertising MUST be planned andstrategized or the effect on your business will not be something you can take to the bank. But where should you start? The most obvious place is your Marketing Plan, which forms part of your Business Plan. But, since more than 90% of small business people have neither, here's a useful place to begin - Your Promotional Calendar. This is one of the most important selling tools you can have. Done properly, it can maximize your budget, save you lots of money and avoid potential mistakes Plus it gives you a basis for long-term cash flow projections. A Promotional Calendar is simply a list of events happening in your market place during the coming year that may offer opportunities for promotion or perhaps highlight times not to promote, or to advertise differently. It helps you to plan a coordinated advertising campaign for your business, well in advance. You can even make it simple by doing a Quarterly Promotional Calendar, if projections for the full year are not fully secured. It is easier to manage your advertising budget this way. It's simple, it's easy, it's obvious - and most people in small business don't do it! Don't be one of them. Here's a quick run-down on how to create your own Promotional Calendar. Report No. 1 1: Setting Up: Take a sheet of lined paper and divide it into three vertical columns: Date, Events, Promotional Ideas. 2: Dates and Events: List all holidays and events (local, state and national). Now, here is a little suggestion to give you an idea of when it is BEST to advertise, spending a larger amount of your advertising dollar, and when to minimize your advertising dollar. ie- Holidays: Start A LARGE advertising Campaign 8 weeks prior for business opportunities, services, etc... That is when most people are LOOKING around. Spend a minimal amount of your advertising dollars one week prior to the specified holiday through one week after the specified holiday. 3: Promotion Ideas: List any bright ideas for related promotions. Brainstorm various ideas. List absolutely
    • www.marketingtrencz.com 2 everything. Various promotion ideas include; Ezines, Newsletters, Press Releases, Productive Classified Advertising, Flyers, etc.... 4: Fine-tuning : Begin sifting your ideas for worthwhile promotions to drive your advertising and getting the leading edge. This will help get you get started toward achieving the level of profit you have in mind for your business and help you get a head start on the competition. After examining the best times to advertise so that you will not be wasting your money and efforts, now you need to focus on squeezing the most out of your hard-earned advertising dollar. The best way to go about doing that is to create an advertising budget for the year. Report No. 2 This essential business tool goes overlooked by most small business advertisers. Perhaps you are not sure how to even go about setting an advertising budget. There are three commonly used methods. The question is not "how much will I spend this year, or this quarter?" but "how much should I spend?" 1: Percentage% of Sales The most commonly used method because it seems safe: You can't spend more than you make in relation to your sales results. You need to allow for three extras when you use this method: * New business * Inflation * Competitive situations. 2: Sales Take your Sales from previous quarters, deduct all expenditures to get your profits. Take 20% of your profits in order to budget that for your Advertising Campaign. If you are NEW to the Business industry, you need to use your own discretion on what you can afford each month. It is imperative to remember to maintain records of all advertising expenditures, and what each profit turnaround resulted. This will help you for your Quarterly Promotional Calendar. No. 3: Goal/Task This is the most accurate method and the one most used by professionals. It requires: *Specific goals for each promotion or ad. *Accurate cost estimates. Add individual goal/task totals to calculate annual/quarterly advertising budget. Beware of wishful thinking, Over-optimism and self-indulgence when setting your advertising budget. It's a good idea to keep aside a 5% to 10% reserve fund for emergencies, too, such as new competitors. Strike a balance between what you should spend and what you can realistically afford, using past results as a guide, plus the incentive to do a little
    • www.marketingtrencz.com 3 better this year. With these marketing tools, (your Promotional Calendar & Advertising Budget for 2000) in hand, you will be able to examine your businesses weaknesses and set the bar a little higher to start Your Next Quarterly Advertising Campaign out right. TO YOUR PROFIT! ************************************************** Sara Hardy & Debbie Solomon are the creators of the world renowned Marketing Trendz Workshop devised for small and home businesses in learning all the various marketing tools and techniques that are required for success online. They are also co-authors of "Mind Your Own Business" E-Book, and The Online Exchange Ezine. Please visit their site at: http://www.marketingtrendz.com admin@marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ INCREASE YOUR SALES AND PROFITS WITH A POWERFUL OFFER Copyright 1999 By Bob Leduc Did you ever buy something you didn't really want because the bonus you received was worth the price you paid? I did it this week. Several days ago I received an offer in the mail from a leading business magazine. Only one paragraph in the two page letter mentioned the benefits I'd gain by reading the magazine. Instead, it promoted the "perfect book for entrepreneurs" I'd get free by subscribing. The letter even enhanced the offer by guaranteeing a full refund of the entire subscription fee if at anytime during the coming year I didn't like the magazine. The free book alone was worth the subscription fee. It was an offer I couldn't refuse. I subscribed. ALWAYS INCLUDE AN OFFER IN YOUR ADVERTISING An irresistible offer is the number one reason why people buy something. Anytime you want to dramatically increase the response to your advertising, dramatically improve your offer. Many small businesses don't always include an offer in their advertising. This is a costly mistake because it doesn't provide a reason for prospective customers to respond. The best way to get a response to your advertising is to make an offer your prospects can't refuse. Your initial offer doesn't have to generate sales. It can generate leads or traffic to your business or website. An offer to generate leads or traffic requires you to develop another offer to convert those leads into customers. Developing two different offers is
    • www.marketingtrencz.com 4 more work but it usually produces the maximum number of sales at the lowest cost per sale. HOW TO DEVELOP AN OFFER I've used the following 4 step procedure many times to create powerful offers. It's simple and easy to follow. Even someone without special talent, skill or previous experience can use it to create a powerful offer. STEP #1: Select one product or service to promote in your offer. If you sell a variety of products or services select only one to feature in your offer. STEP #2: Decide what specific action you want from prospects or customers who receive your offer. For example, do you want them to call or write to you for more information? Do you want them to visit your website? Do you want them to come into your store? Do you want them to call for an estimate? STEP #3: Make your best offer. Make it as attractive as you can afford. A discount plus a free bonus will generate more responses than a discount alone. A discount plus a free bonus and a money back guarantee will generate an even greater number of responses. STEP #4: Calculate the profitability of your offer. Don't forget to include the cost of advertising. A thin profit from your initial offer may be acceptable if you know it will generate repeat business. Otherwise, revise your offer. **SUGGESTION: Sometimes you can increase your profit and the benefit to your customer at the same time. Simply add a low- cost bonus item with high perceived value and increase the price to the level required to produce the profit you need. Always include an offer in your advertising. It's the primary reason why people buy something. Use this simple 4 step procedure to develop your offer and watch how fast your sales and profits increase. ======= Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. Bob recently wrote a manual for small business owners titled "How to Build Your Small Business Fast With Simple Postcards" and several other publications to help small businesses grow and prosper. For more information... Email: BobLeduc@aol.com Subject: "Postcards". Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Promoting Your Site With Doorway Pages By Mathew Zupanec
    • www.marketingtrencz.com 5 Over 95% of Web users find what they are looking for by visiting the top 6 search engines. And everyone agrees that, If your site doesn't rank in the top 10 or 20 when doing a keyword search at the top search engines, your target audience won't be able to find you. WHAT IS A DOORWAY PAGE? Doorway Pages (also known as bridge pages, portal pages, jump pages, gateway pages, entry pages) are the best solution for many Webmasters to rank well for a specific keyword. They are pages specifically created for a keyword phrase and optimized for a particular search engine. These pages then provide a link to your main web site. WHAT DOES A DOORWAY PAGE LOOK LIKE? Make the doorway page in a way it makes sense to the person viewing the doorway page. If the content on the doorway page is not interesting and compelling enough, the surfer is very likely to simply click on the back button of the browser and move on to other sites. HOW TO MAKE A DOORWAY PAGE? Your first step is to decide upon the exact keyword phrase you wish to target. Picking the correct keyword phrase to target is very important. Each doorway page will target a specific keyword phrase (only one for better result). Never use more than 7 keyword phrases in the page. Try to create a doorway page without using these components: - No image maps - No background images - No frames - No embedded sounds - No Java - No JavaScript - No banners - No counters - No words written in the same or similar color as the background - Nothing complicated or intricate (CGI or FLASH pages) - No "refresh" tag (NOTICE: I deliberately change all the "<"s to "(" and ">"s to ")" in the codes below. As many email programs now read HTML, they may display the HTML codes like the way you see them in your browser. When that happens you will not be able to see examples.) Page TITLES This area is one of the most important factors when ranking highly in the search engines. Write page Title with keyword phrase at beginning, about 7-9 words maximum
    • www.marketingtrencz.com 6 in length. Example: (TITLE)Doorway Pages for Webmasters(/TITLE) Meta DESCRIPTION Tag Describe your web page with the keyword phrase at the beginning of the description, about 15 words. Example: (META NAME="Description" CONTENT="Doorway pages also known as bridge pages are HTML pages designed specifically to rank highly on search engines.") Meta KEYWORDS Tag Place keyword phrase at the start of the tag. Do not put a long list of keyword in the keyword meta tag. Keep the number of meta keywords down to around 6 words or so. Example: (META NAME="Keywords" CONTENT="doorway pages, bridge pages, doorway bridge") Meta ROBOTS Tag One other meta tag worth mentioning is the robots tag. This lets you specify that a particular doorway page and linked pages should be indexed by a search engine. Example: (META NAME="robots" CONTENT="index,follow") HEADINGS Some of the search engines give extra relevance to keyword phrases that appear within a heading tag. The best doorway pages will includean (H1) tag with the keyword phrase and one or two subtitle tags containing other key phrases. Example: (h1)Doorway Pages(/h1) ALT The ALT tag defines the text to display for a graphic if the user has graphics turned off, or if they put the cursor over it in web browser. Some search engines will look for keywords in the ALT tags. Example: (IMG SRC="logo.gif" ALT=" For More About Doorway Pages, Click Here"(/a) BODY TEXT Add about 200 to 400 words of content where the keyword phrases are repeated three or four times in different ways. Use complete sentences, make each sentence different. COMMENT You can insert hidden "comments" into your page that are not visible to the user. A couple of engines will read this text. Example: (!--Begin Doorway Pages Navigation--) (!--End Doorway Pages Navigation --) HYPER LINKED TEXT Use one or two hyperlinks. We suggest two links, if possible. This helps avoid the problem of being considered "spam". Example: (a href="http://www.yoururl.com")More About Doorway Pages(/a)
    • www.marketingtrencz.com 7 (a href="http://www.yoururl.com/help.htm")Click Here For Help(/a) FILE AND DIRECTORY NAMES Be descriptive with your file and directory names. Make sure at least one keyword phrase appears in the folder and file name and try to put it at the beginning. Always use hyphens (-) or underscores (_) to separate the words in your file and directory names. Example: doorway-pages/doorway-bridge-page.htm Before you create your doorway page make sure you visit this site where you can find example of doorway page. http://www.neocitizens.com/doorway-page.html TIP: Place the copies of your doorway pages at somebody else's server. They will have a different address but will perform the same in bringing you extra visitors. ---------------------------------------------------- Article by Mathew Zupanec webmaster of NeoCitizens.com's Doorway Pages NeoCitizens.com is the fastest growing doorway pages creating and hosting service. Move into a home a receive 1 MB (up to 100 doorway pages) of FREE web space to create your own doorway pages optimized for AltaVista, HotBot, Lycos, Excite, Infoseek and other search engines. http://www.neocitizens.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ PLAN-OF-ACTION by Debbie Solomon It is obvious that we all need to re-think our plan of action every few months in order to keep a fresh and positive attitude towards our business. Things get old fast and we all tend to get bored with the same ole' thing happening everyday. As we all know our main priority is to get traffic to our website. We advertise our product like crazy. We have great catchy Ads, but it just doesn't quite do it the way we want it to. Here is an incentive that will drive people to your site and keep them coming back: Give something of value away. A Freebie. But, don't just give it away, have a monthly contest drawing, so people will keep coming back each month. Now, this does not have to cost you an arm and an leg, but you need to make sure it is quality that you are giving. Here are a few ideas of what you can do: **Buy a worthwhile valuable E-Book, or a collection of E-books for your monthly drawing. Check out the E-book collection at: http://www.marketingtrendz.com
    • www.marketingtrencz.com 8 **Give away a FREE Vacation Getaway for 2. This is a valuable asset and main attraction. You can do this for very little investment. Go to: http://www.freevegas.com and check it out. **A nice gift. Find someone online who has beautiful gifts to sell and see if you can come up with a deal for the monthly drawings at a discounted price along with FREE promotion on your site. People in business are always willing to work with you, if you give them a chance. It builds credibility. The key is, people will keep coming back trying to win these valuable assets, and though they may not discover the GREAT product or service you are selling right away, but they will notice it once they go to your site a few times. But that is not all......now is the FUN part. The Advertising. There is so much competition out there selling the same type of products & services, you need to get people to YOUR site rather than someone else's. ADVERTISE your Big Contest and get people to your site for the contest rather than advertise for your product. Once they are at your site, they will see your product or service and will notice it. They will gain respect from your professionalism and great giveaways, you will make the sale. One important thing you need to remember: You MUST have this promotion clearly stated on your site. Do not make your prospects run in circles around your site for the contest or giveaway. They will lose their interest, exit out and you will never see them AGAIN. This is a sure fire way to drive people to your site. You will gain respect by giving something of value away. You can always just give something away to everyone, but where is the excitement? People LOVE to WIN contests. It heightens their day and really raises the adrenaline. In fact, here is another little promotional aspect to this great Monthly contest....once you have your winner, email them and announce the great news. Also ADD your little pitch about your product or service along with it. This is double promotion now. This is a Win/Win situation for you. It gets you out of the everyday blunders of the same old advertising. It adds excitement for you as a business entrepreneur to be able to offer something of value. And the increased traffic to your site will really raise some positive action on your part. I LOVE to write Ads for contests. It is different and much more attractive looking. I get instant hits to my site upon publishing these Ads. This is a different Plan-Of -Action then most of you see around, but that is why it works so well. ******************************************* Written by Debbie Solomon The creator of the World Renowned MarketingTrendz Workshop. Author of 2 Business Building E-Books And also the Owner of the OnLine Exchange Ezine.
    • www.marketingtrencz.com 9 Visit me at: http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ TRUE SUCCESS by Debbie Solomon http://www.marketingtrendz.com The FACT is: Business on the internet is one of the most competitive concepts in the marketing world today. It is attractive, inexpensive and supplies us with the most lucrative marketing edge any business could endure. However, it is SO competitive that it is a constant up hill battle to stay on top and sustain that leading edge. Well, the fact is, being on top does not mean you are successful. Success means you are achieving your goals. Success means; your dreams are coming true you are making enough to pay your bills and maybe even enjoy a vacation you enjoy your business and what you are doing with your life. If these are the goals you want to achieve in a successful business, then you are realistic and logical. Face it: most of us in the internet business will not become wealthy. What most of us will have is True Success; A business we can support our families with and something we enjoy doing. Here are a Few Facts you must remember for True Success: **You do not have to have a unique product, but you have to have a unique style. ** Have a presence. A business without a website is basically doomed from the beginning. People need a place to go to research your product or service. Give them that chance. ** A personal Customer service attitude. It doesn't hurt to give a little, and never think you are above anyone. ** Try, Try and try again. What ever you do, don't give up. One venture may not work. It doesn't mean you can't do it. You just have to find your niche. If you are serious about it, you will succeed. Though competition is extremely high, it does not mean that it is impossible
    • www.marketingtrencz.com 10 to achieve what is rightfully yours. It took me 3 business ventures to find out what I was good at, what I knew most about, and what I enjoyed. Take the advice of others. Let others help you out. Always be a teacher, and always be teachable. You will never know it all, but you will continue to know it. True Success does not mean millions of dollars. It means happiness, stability and satisfaction. Do what you love and love what you do. Then you are truly a Success. ******************************************* Written by Debbie Solomon The creator of the World Renowned MarketingTrendz Workshop. Author of 2 Business Building E-Books And also the Owner of the Top Rated OnLine Exchange Ezine. Visit me at: http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ POINT BLANK Part 1 by Debbie Solomon & Sara Hardy This is no joking matter; There are NO Get Rich Quick Schemes, Easy Way Outs, or Money For Nothing "opportunities" that actually work. Starting a Business and Marketing it primarily on theinternet is one of the most serious decisions any ONE person can make. It takes 100%... *Dedication *Determination *Hard Work *Tons of Research *Serious Attitude ...And YES, a lot of Hours And this is just the start. This day in age, we have technology on our side. But it is the person that makes a business successful. You cannot just jump online, pick something that is FREE and plan on making a bundle working only 3 hours a day. I know many businesses promise it, but it is just not that simple. I have been marketing online for sometime now, and I have yet to see actual facts to back up these claims. The fact remains that some people just are not cut out for making an online business work. A Successful business person requires the proper skills, business manner, know- how, and creative talent in order to even begin on a path in the right direction. I have
    • www.marketingtrencz.com 11 seen it a million times and expect to see it a million more. That is why 95% of online businesses fail, lack of originality and individualism. So what do we do to set up a successful business online? POINT BLANK- GET SERIOUS AND PERSONAL What do I mean by this? You need to create your own product. This is the plain truth. Also, do not be afraid of a direction that your product or business takes. There is nothing wrong with starting down one path and then finding a better one. As long as you are not jumping at every "opportunity" that comes along, and you go with the ideas that your product takes you. For that is how one stumbles upon the road to success. But that is not all. There is so much more entailed into being successful. Let's cover the bases on where to start finding what is right for you, taking an idea and utilizing it in making your own unique business. And that is the key word, "UNIQUE". How to create your own Product: This does not mean you have to formulate your own product. You can use existing products that are being sold online, but the key is to build your own product line out of it. This means using your own creativity. Take a product or service that you know will flourish. Something people will get something out of. The most important part of this is that it is something you believe is 100% worthy of you taking the time and energy to build upon and make a career out of. Obviously we all are in some sort of business on the internet at this present time, but it might not be drawing attention the way you were hoping, and it is not always your marketing techniques that causes your business to go sour. It just may be your product OR lack of product line. So how do you create your own unique business with "Your Own Product"? By creating a website that is YOU and marketing your business from YOUR viewpoint. Have your primary product or service as the main streamline of your business, but build on it. Do not just be a follower, but use your OWN individual points of view. Learn to grow and find out what you are capable of. Offer other things that will enhance on your main product or service to attract a wider range of prospects. This is what will make it unique. Because it will be YOUR product line, your words of wisdom, and your belief that will make it sell. NO ONE will have the same product line as you because you built it yourself, by using various products and services that enhance each other, that is being "Unique". This is the heart and soul of your business and only YOU can make it work! ************************************************** Debbie Solomon & Sara Hardy are the creators of the world renowned Marketing Trendz Workshop devised for small and home businesses in learning all the various marketing tools and techniques that are required for success online. They are also the author of "Mind Your Own Business" E-Book, and The Online Exchange Ezine.
    • www.marketingtrencz.com 12 Please visit their site at: http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ POINT BLANK Part 2 by Debbie Solomon & Sara Hardy We discussed in this mornings issue of the Online Exchange Ezine, the importance of setting up your own product line for your own business, in order to make your business unique which will enhance your own online presence. Now that we know that basics of how we can become unique in our own business, we need to research the various ways of building our business to meet our own expectations in order to reach success. This is not easy, but it is fun and very informative. We all receive tons of "junk" mail or "spam" as some put it, in our email box. If you glance through these offers, something may catch your eye. Something that is in the same target market of your present product that you are selling, BUT, not in direct competition. When reading ezines and newsletters, look through the classified ads carefully. It holds merit to look through these offers in the ezines and newsletters for these reasons alone: People who advertise in ezines and newsletters have had some sort of success in one way or another if they are able to budget their dollars to advertise in this fashion. Or at the very least they are aware of the power the ezine and newsletter advertising has for businesses online. Find a product or service that you really feel is right for you and will enhance your product. You can create a product line of 3 or 10 various products and services. You must make sure that they will in no way jeopardize your main streamline. Here is an example: My business is targeted to current home and small businesses who would like to succeed online and improve their marketing skills. I created my own Marketing Workshop, as my main streamline. I then created an Ezine targeting the same market and I also sell Business Building E-Books. NO ONE has the exact same scenario as I have in my business. Similar, YES, exact, NO. And I am continually researching all avenues to enhance my business on a daily basis, and always coming up with new and innovative ideas that I know will really build my business. One very productive product that could enhance any business are E-Books. Buy E- Books with re-seller rights, so you can sell them or even give them away at your site. Make sure they are based on the subject of your main streamline.
    • www.marketingtrencz.com 13 Start your own Newsletter, and just begin adding all clients and prospects to your mailing list, and in time it will grow. Write about what you know about your business in these newsletters. People will get to know you as a person and a very respectful business owner. You can even run your newsletters directly from your website, and not have to worry about subscribers, but at the same time encourage prospects to keep returning to your site to read your newsletter. They will continually see your product line, and sooner or later just may invest. Create something personal on your site for your business that will mark you as an individual, and will show your personality. Even just a logo. Something people will remember, and will most likely cause them to bookmark your site for future reference. Build your business a step at a time. If you do not have your own website, or your own domain, start it. If you do not know how to go about it, collect your ideas, begin your product line and start building. You can hire a web designer, or you can use many FREE services on the internet that will allow you to build your own web site. It is strongly recommended you get your own domain in order to build your business the right way, and you will make your mark on the internet. Ok...POINT BLANK....Your business is YOURS, no one else's. Do what you feel is necessary in order to achieve your ultimate goals. Think of the many successful businesses out there and think of how they had to have gotten their start. They are no different then you or me. It CAN be done! Have confidence in that fact and build on it. No one will stop you or tell you what you can and cannot do. These are your dreams and ambitions, so create your "Own Uniqueness", get noticed and you will be remembered. Please feel free to email me with any questions or concerns pertaining to this article, and I will be happy to assist you getting started on the right track. ************************************************** Debbie Solomon & Sara Hardy are the creators of the world renowned Marketing Trendz Workshop devised for small and home businesses in learning all the various marketing tools and techniques that are required for success online. They are also the author of "Mind Your Own Business" E-Book, and The Online Exchange Ezine. Please visit their site at: http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ CREATE A SUCCESSFUL WEBSITE ...by Debbie Solomon The most logical marketing tool on the internet is a website. In order to maximize your
    • www.marketingtrencz.com 14 exposure of your website with minimum costs, it is essential for you to develop a productive online presence. It is not as hard as it may seem, for a great web site is simply the result of logic, with creativity being correctly applied. Here are some of the most important lessons to remember in order to maximize your online presence **Your Product Represents You Your product represents who you are. In order to for people to know you and your product, use your creativity. Images must be sharp, Navigation must be simple. Every detail about your site -- right down to the colors and fonts -- must invoke specific feelings and demonstrate certain characteristics about your business. Using bright neon colors with flashing images shows disorganization. Subtle colors with simple terminology that each person as an individual can understand shows you care and understand people. A good rule of thumb is to think back to when you logged on to the internet for the first time. Assume that this is your audience's first cyber experience while at the same time show that you respect them as intelligent entrepreneur. . **Know Who Your Target Audience Is Do you know what you are selling? Is it a product, service or both? Who is your audience? New prospects, existing customers, or both? What are your customers asking of you? Can you provide your clients with what is asked of you? Are you doing what you can to serve them accordingly and professionally? What are your weak points? What is your competition doing in this area? Why is your service or product better than your competition? **Customers Come First Customers always come first. There is nothing else to it and nothing else matters. Because if their needs aren't met, they will take their business to someone else, and it will most definitely be your competition. And one unsatisfied customer means 10 fold. Because they will tell others. Make it easy for your customers to get what they need from your web site. That means posting information about your industry in general and about your products, services, procedures, and policies in particular. A well designed, simple to follow online solution will help you assist all your customers needs. Remember the Entire Sales Cycle: Awareness Product/Service Knowledge Consideration, Conversion Post-Sale Service Full Support Throughout the Sale ** Compliment Your Product Offer some free incentive that will enhance your main product or service. Do not use any contradictory material. To do so may invite confusion and reduce the chance of return business from your customer. If a prospect visits your site, and you offer a free
    • www.marketingtrencz.com 15 incentive, that person will most likely check out that first. So make sure your promotional incentive is valuable and informative so your prospects will return and most likely buy your product or service with confidence. Maximize your branding effect by using similar fonts, logos, and colors online. People will remember you by constantly using your company name, and using the same colors and logos for similarity purposes. ** Communicate your Selling Position The most effective way to communicate your selling position is to ask yourself this question: What is the primary benefit your business offers that gives you an upper hand from your competition? What makes you better? Think about it. That benefit should be the focus of most of your marketing communications, and will be key in developing an attractive and informative web site you can leverage to YOUR competitive advantage. The Internet is a very competitive world. You must have exposure at all times. You must possess a unique web presence that will get you noticed above the rest. Your own personality is the key to an exceptional web site. Do not be shy or think about what others may like better. Use your own talent and creativity on your website, and your prospects will get to know you and you will gain respect with your uniqueness. ****************************** written by: Debbie Solomon owner of MarketingTrendz http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ LESSONS TO LEARN IN BUSINESS It does not matter whether you have been in the marketing business for 1 week or 10 years. The constant changes on the internet makes it possible for people like us to continually learn new ways of marketing our business. Any one who claims they know all there is to know on the internet is sadly mistaken and aiming for DOOM. No one knows it all. There are too many changes taking place. We all need to keepan open mind and be willing to accept ideas and assistance. We all have ONE goal, to SUCCEED in our business. I have learned many lessons in my experience in marketing on the internet, and I would like to share it with all of you: LESSON #1: Search Engines Search Engines are a necessity in business. However, it takes a lot of time and effort to continually being ranked near the top. If you are not in the first 10 pages of a search engine, you will not be noticed. Take one day a week just to submit to your search engines. Have as many doorway pages as possible in order to increase exposure rate
    • www.marketingtrencz.com 16 on the Search Engines. The most important lesson, however, is, DO NOT depend on Search Engines, they are NOT your bread and butter of Internet Marketing. It is ONLY part of your marketing strategy. LESSON #2 Your Own Domain I never realized the importance of having your own domain until I got one for our business. My partner kept telling me that we need to get one, and I just kept telling her to hold off, it is not that important. Well, we finally got our domain, and the small investment that we put toward it has paid off unbelievably. I now feel like I have a place on the internet. I have a NAME and an IDENTITY. Having a domain shows professionalism and consistency in your business. You have so much more available to you in your marketing potential when you make the right move and get your own domain. When people see you have your own domain they know your business is a success. Using these FREE Web Sites, make people wonder; how successful can they be if they don't have their own domain? Be a true professional and make sure you have your own domain. You will be one step closer to having a successful business. LESSON #3 Merchant Accounts This is the MOST important lesson I have learned in my marketing experience. I started my business with a form sheet for OnLine Checking. I thought that was all I would need. I figured once I started making my fortune, then I would get my Merchant Account. Well, the money trickled in some, but I was going nowhere fast. I took the chance and got the merchant account. My business picked up 100% within 2 weeks. 85% of all my sales is in credit cards. That is an amazing difference. I would not have a successful business today without being able to accept credit cards. These LESSONS are just a few examples I have learned in my experience of marketing on the internet. If you want to succeed, you need to take a chance and invest a little to gain a lot. NOTHING worth while is for FREE. Take these Lessons into consideration and increase your marketing potential a little at a time by taking advice of others who are succeeding in the Marketing World. With a lot of work, effort and dedication, with an open mind and willingness to accept help, you will SUCCEED. Join us next week for the continuation of LESSONS TO LEARN IN BUSINESS Author: Debbie Solomon owner and creator of OnLine Exchange Ezine for assistance and advice, please visit my site at: http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
    • www.marketingtrencz.com 17 LESSONS TO LEARN IN BUSINESS~PART 2 Last week we discussed the importance of a domain name, accepting credit cards online, and the relevancy of Search Engines. This week I am going to let you in on other important lessons I have learned in my experience of marketing on the internet. One of the biggest problems we face on the internet when marketing is finding the best source of advertising and generating HITS to your site. Not only HITS alone, but sales. ADVERTISING When I first started advertising on the internet, I spent numerous hours a day placing ADS at FREE Sites. I guess it is obvious that I wasted valuable time. I added my site to classifieds with 1000's of others hoping people would see mine before anyone else's. I lived in illusion and quickly found out it was not the answer. I shortly learned that I needed to try out the waters, do all kinds of advertising like; Newsgroups, Ezines, low- cost paid ADS, like in AOL and Excite. I write Articles and Publish an Ezine. And I always keep in mind, that I am also a consumer and need to see my site from a consumers point of VIEW. It has helped me a great deal. I am constantly trying various ways of advertising and with each source I use a different AD so I can track where most traffic is coming from. My personal favorites are the EZINEs and also the Newsgroups. They are easy to use and very profitable. EMAIL Spamming is a very touchy situation. A friendly email can turn out to be a fury fight. A lot of people don't even read an email and will reply screaming in your face about spamming. I used to get so upset about this. But I have learned my lesson well. Let me put it to you this way, I find my targeted market, which in my case, are people who already have their own business, and I send them an invitation to visit my site to research FREE Reports and Articles that will help them in increase their business potential. I am NOT selling anything, and I am NOT soliciting. WHY? Because I always have a way for these people to be removed from my list. This is assistance for Business Entrepreneurs, and I am not trying to sell anything. This is one way I Network my business. Yes, I still get a few nasty emails sent back to me and I remove them promptly, but these people are just refusing FREE help. WEB SITE Now that we know how important a Domain Name is, we also have to realize how important the contents and view of your Web Site is. One thing I cannot stand in web sites is BRIGHT colors and neon signs. I can tell you for a fact that the majority of people looking at sites will tell you the same thing. KEEP IT SIMPLE! Use Warm Colors; black is the most common or a smooth green or browns andbeiges. A nice textured background with some subtle graphics will be the best thing you could do for your web site. Just recently I was looking for some helpful tips on Logo's, and I was at the Search Engines. If I entered a site where the colors were bright, I exited right away. If I entered a site that was confusing with tons of information on the first page, I exited. I like an easy to navigate page. A nice description,
    • www.marketingtrencz.com 18 with a way to get the information I need. My lesson is that TOO much information at once is NOT a good thing. Have your main web page as a navigation guide for people, with a brief description of your site. People will find it a lot easier and will with no doubt bookmark your site for future reference. I am sure with all the lessons to be learned on the internet, it will take a book to show you all of them. These are very important aspects to learn. We are all here for one reason only, to make a success of our business. ********************************* Author Debbie Solomon owner and creator of OnLine Exchange Ezine http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ HOW TO START YOUR OWN E-ZINE We are frequently asked many questions pertaining to ezines, which include: "What Is An EZINE?" "How Do I Start ONE?" "Why Should I Start An Ezine?" Being that we have been publishing this ezine for a period of time, and that we receive favorable response from what we include in each "Online Exchange Ezine", We present these explanations and suggestions for you to review: The Most Common Question that Home Business Entrepreneurs ask is, "What is an E-Zine?" You are very familiar with Email, which stands for Electronic Mail. So, an Ezine would thus be an Electronic Magazine. Many use the title "Ezine" and "Newsletter" interchangeably. Basically, ezines are a collection of articles and advertisements sent out in email form on a regular basis. If you are a subscriber to more then one ezine, you will notice a basic format. Most ezine publishers lay out their ezine similar to this one. Each Ezine is based on one subject, so that you have a targeted market. This way, people will read your ezine and look forward to each one for information they will be able to utilize. "How Do I Start An E-Zine?" One important aspect I have found in creating an ezine, is Research. You need to Subscribe to various Ezines. Look at the formats of the different ezines and create your own format using others as a guideline. 1. Create a Name that is based on the subject of your E-Zine. This is an intrical part of
    • www.marketingtrencz.com 19 your Ezine, so be decisive. 2. The Frequency of your Ezine: Monthly Bi-Weekly Weekly We do suggest you start out with a Bi-Weekly or monthly Ezine in the beginning, until you build your business to a desired stage. 3. Create the format: hints: *Start with the Name of the Ezine *A Basic summary of what your Ezine is about *Date of Publication *A Personal Note From the Editor (include your goals and ambitions for the Ezine) *An Index of each Ezine Titles of Articles, Classified ADS, Advertising, etc... *Body of your Ezine (The Contents) *Removal Instructions (very important) *A Disclaimer ( for legality purposes) 4. Research Various Articles on the Internet based on the Subject of your ezine. Save these articles, and out of courtesy to the people who write them, email them and ask permission to publish the article. 99% of the authors will say yes, as long as you include their name, email address and web address. In time you should start writing your own articles. Now that you have a name for your Ezine, a format, and various articles that will be essential to each ezine. It is time to start your mailing list. In order to build a Mailing List, you need to attract people. What we did, as well as many others do in the beginning, is Give away FREE Ad Space. This will generate many subscribers in a short amount of time and also advertise your Ezine at the same time. When your Ezine mailing list reaches the numbered goal you had in mind, you can start charging for ad space. Research various Ezines for the different AD packages that are available and use that to format your own. After you start to build your ezine mailing list, you will need to spend a small amount of money on software for sending out your ezine. There is a large selection to choose from for sending out your ezine. Some more desirable then others. You also need to talk with your internet provider to be sure that there are no restrictions etc. for sending out a large amount of emails on a regular basis. In our next issue, we will discuss who, and where to go for your mailing list, the best place to locate reliable software, and the most effective ways to build you mailing list. There are also many places NOT to go for your email addresses. We will provide this information for you as well. "Why should I start an Ezine?"
    • www.marketingtrencz.com 20 To be honest, I basically did not see the importance of an ezine in the beginning. My partner insisted that it was something we needed to have, so I said "Ok, you take care of that part." When we began to charge for ad placement in our ezine, I began to see what an asset this was to our business. The fact is, it is THE most important part of our business! It provides our subscribers with the information that they need to improve their sales. It also serves as a supplement to the marketing manual that we provide many business. I would still have to say that vast majority of our income each week comes from our ad sales alone, so we have something very substantial for a weekly income. And the rave response we get from our advertisers have made it all worth while. We are sincerely helping others in their business. However, I could never handle this on my own. I recommend that anyone planning to start an ezine have a competent partner to help out. There is a lot of work involved in publishing an ezine, but it is well worth. With a reliable partner, you will be much more efficient in your efforts and outcome. I hope this gives you a little more insight as to what an Ezine is and the basics on starting one. If you should need additional advice or assistance, please do not hesitate to contact me at anytime: admin@marketingtrendz.com ********************************* Article by: Sara Hardy & Debbie Solomon Co-owners and creators of Millennium Marketing 2000 & The Online Exchange Ezine http://www.marketingtrendz.com admin@marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ STARTING YOUR OWN EZINE ~ PART 2 Now that you know how to begin to go about creating and publishing an E-zine (electronic magazine), here are some helpful tips to insure that you acquire a professional and respected ezine. **Where does one get reliable and responsive email addresses?** Well, there is no easy or exact answer to this question. Many people have many different ways of doing it. However, I have experienced something's that may prove to be a benefit to you if you are fighting to reach a goal of subscribers for your advertisers benefit.
    • www.marketingtrencz.com 21 I was amazed to find out how some are able to go about getting email addresses. I think that everyone should know how they "happen" to receive an offer from someone they have never heard of before. Consider this: There are programs a person can buy that are designed to "strip" or "capture" email addresses off of a ISP server or chat/discussion group. So, it doesn't matter who you are, if you are online, receiving a message from someone who has obtained their addresses in this manner. On top of this seemingly underhanded activity, programs also enable a person to disguise or cloak themselves as they send out bulk email to these addresses. This makes it impossible to know where spam came from so as to report them. Is it any wonder that we all react so badly to spam? This certainly throws a question on a person's intentions if they utilize such privacy-stripping programs to achieve online income. Many companies sell these programs, then others use them to gain mailing lists and then sells them as Direct Mailing Lists. Many of these lists are genuine, but many are also from this horrible program that strips people of their privacy. If you are establishing a real business, obviously you would not want to go about it with such questionable programs. But, you also need to realize that mailing lists that you may buy could also be gotten in this manner. If that is the case, when you send out to those addresses, you could be asking for big trouble. Not only could you get disconnected from your ISP, you could also be losing business because of being labeled as a spammer. If a tenth of the people respond to your mass mailings, is that effective? I would say no! If you market in a responsible and honest way, you will find that 99% of business person's you contact will respond positively. It is easy to forget that on the other end of an email, there is a real live person. If you deal one-on-one with people as much as possible, your business will definitely be benefited. The way to go about building an emailing list is by patience and perseverance. One way we have found effective is by researching classifieds in your targeted market and responding to people's ads. By telling them that we are looking for interesting online businesses to add to our ezine mailing list, we are able to add email addresses that will be interested in what we have to say each week. We also are able to respond to spam with our offer to add them to the list too. There is nothing wrong with that. But, be sure you wait for anyone's permission to add them. It is much better to only get 150 from a 500 mailing then having 490 unsubscribe. This will take much longer, but in the long run, it proves to be 100% more effective and you will reap the benefits as your income increases list, you too will see that result. Whichever way that you chose to promote your business in building your emailing list, please be responsible and find out what is legal and what will kill the business you have worked so hard to start. **How do you Mail an enormous list of subscribers efficiently?**
    • www.marketingtrencz.com 22 There are a couple ways to do a mailing of your Ezine. There is the FREE way and the Low Cost Way. Of course the Low Cost Way is much more reliable and effective. But I will discuss both of them for your benefit. FREE Mailing List Software Basically, this software is set up on many sites as part of an attraction when you join there community. Of course this is FREE, and one place I found that had this that was more reliable than most is at My Free Office: http://www.myfreeoffice.com You sign on as a member. When you log on to your account, it is called the Power List. I was doing very well utilizing this list for some time. It is easy to use. HOWEVER, once my list increased quite a bit and my list was over 4,000, for some reason, during my mailings of my ezine, the list would stop sending at about 2,000. There is no way to do the rest of the list, so I was stuck. This made me realize that for reliability purposes, I need to buy software for this. LOW COST Mailing Software This is the most reliable way to send your ezines, offers, etc... The average cost for software such as this is around $50. It is amuch needed investment, and will assure you guaranteed mailings. The best way to research this type of software is to go to a major search engine, such as Alta Vista, key in Mailing List Software, and get rates on quite a few of the Sites. This will give you an idea of what is available. Personally, we use AySoft AyMail http://www.aysoft.com . It has been very beneficial for our business and has never caused us any problems. Of course, you will want to use these to programs until you know that you are going to continue publishing your ezine. As your list builds, you will need to seek out and shell out some money for the use of a list server. We personally recommend www.worldprofit.com I hope this gives you more insight of what is entailed in starting your own ezine or newsletter. Our goal is to assist you in any way possible to achieving success online. All the people who read this article have one Goal ~~ Success at Home. Starting an Ezine is the most beneficial way to increase your business potential. It is a proven method. I see so many people starting out in their own businesses and they have been told that they can have their own business and it will cost them nothing. You can go that avenue, but take it from experience, you need to invest something. I am showing you a low cost and effective way to enhance your business by starting an ezine. There are many low cost avenues of success. But the FREE ones are the Dead Ends. Invest Time, Energy and just a few dollars in making a success of your business. Read the ezines that are sent you and learn from them. There are many resources available to you. That is why Ezines are the most effective way of advertising and gaining the proper knowledge of the internet. ********************************* Article by: Sara Hardy and Debbie Solomon Co-owners and creators of The Online Exchange Ezine http://www.marketingtrendz.com
    • www.marketingtrencz.com 23 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ THE DO'S AND DON'TS OF INTERNET MARKETING by Debbie Solomon It is safe to say that there are very effective ways to get your business noticed on the Internet. But, do you really want to waste your time testing various marketing arenas that just do not work? So, let's get rid of all the blunders that will waste your valuable time and start marketing efficiently and effectively. DONT's of Internet Marketing *Don't Bother with Banners. For one, banners are not novel any longer and customers screen out what they are use to seeing. In ad terms it's called "selective perception". Our minds don't have time to interpret every item we see, so we only look for what's new, relevant and different. Banners have become so intrusive they are no longer noticed. In the strange paradox of advertising, that which tries to get noticed too much, get tuned out and overlooked. *Don't waste your time with FFA Links The only people who even SEE FFA Links are the ones placing them. Sure it is great to autosubmit to millions of them in just minutes, but what do you get back? NOTHING! *Don't Use Search Engine Submission Services YES, it is important to be ranked in Search Engines, but the worthiness of the search engine submission services are questionable to say the least. And how do you know they are actually doing it? It takes time to get ranked in Search Engines as it is, so the guarantee is null and void. *Don't Fill Your WebSite with JUNK Sure neon lights catch the eye, but in all actuality, it is a REAL EYE SORE. All kinds of banners all over the page just takes away from the real reason why someone should be there in the first place. Selling a Product or Service? Than that is what should be on your page. *Don't Throw Away SPAM Funny to say, but people who send Spam are all potential customers. Don't report them or yell at them. Send them Your Offer with a LINK to your site. Always reply to each and every spam you get....you may get some very loyal customers this way. Because they send offers, they are more willing to read them when they receive them. DO's of Internet Marketing
    • www.marketingtrencz.com 24 *DO have a WebSite Your Website is your LIFE. Without it, you will NOT succeed. It is your calling card. You need to have a business-like product worthy site that is easy to navigate and Rich in Content. *DO Rank in Search Engines It is very important to rank in Search Engines, but it is strongly advisable that you submit to the Top Engines Manually. Here are the most important Search Engines to rank in: http://www.infoseek.com http://www.altavista.com http://www.questfinder.com http://www.excite.com http://www.google.com http://www.lycos.com http://www.hotbot.com http://www.msn.com http://www.webcrawler.com http://www.snap.com http://www.yahoo.com * DO Use Keywords and Meta Tags Meta Tags Before you get started with anything, you need to create some meta tags and place the coding into your web site. To learn how and what to do with meta tags, please visit http://searchenginewatch.com/webmasters/meta.html It is a great resource full of helpful information. Keyword Writing When you write your text for your homepage, try to place a variation of your keywords throughout the page. You want to place the keywords as many times as you can, but do it throughout the entire web page and make sure it sounds professional. *DO ADVERTISE in E-Zines and Newsletters It is a known fact that advertising in Ezines and Newsletters is the most effective way to get the word out. Your AD is sent to thousands of people who are actually interested in what you have to offer. Just make sure it is a Targeted Ezine you are advertising in. These ezines and newsletters are sent directly to the subscribers mailbox. There are only around 30 ADs per issue on a normal basis, so people have time to go through them to see what is available to them on the internet. You can view a large list of Ezines based on Targeted Markets at: http://www.topezineads.com *DO Get yourself fully licensed and legal People do not realize the importance of being fully licensed. Don't think that because you have a website on the internet, that is all you need to be successful. Being licensed puts your business out there in the marketing world. Your business is put into a ledger and though you may get tons of sales calls trying to sell you stuff and give your
    • www.marketingtrencz.com 25 business credit cards, many businesses look at that ledger to seek legitimate businesses to work with. *DO Accept Credit Cards OnLine This is about the 100th time I have brought this up. You cannot expect people to buy a product over the internet, without access to buy it right then and there. This is Mandatory for success. Don't fool yourself into thinking otherwise. Here is a good company to check out: http://www.charge.com/welcome.cgi?mktg6059 *DO offer your visitors something to look forward to. What do I mean by this? A Freebie, an incentive, a reason to come back. They may not buy the first time around, give them the chance. Give them a reason to bookmark your site. Free giveaways? Free Contest drawings? Use your imagination and your creativity. It works if you work it. A book can easily be written with the Do's and Don'ts of Internet Marketing, but these are the top factors that are involved when marketing your business on the internet. This gives you the basic format of what works and what doesn't and how you should spend your time running your business efficiently. Please feel free to email me with questions or concerns relating to this article. Your input and suggestions are always welcome. ******************************************* Written by Debbie Solomon The creator of the World Renowned MarketingTrendz Workshop. Author of 2 Business Building E-Books And also the Owner of the Top Rated OnLine Exchange Ezine. Visit me at: http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ PACK SOME POWER IN YOUR AD COPY by debbie solomon & sara hardy Are you having trouble writing your AD copy? Are your ads pulling in sales? Do your Ads get any attention? These are all big concerns when marketing your business online. The HARDEST part of marketing is writing an AD copy that will draw attention to your business. Most people just write an AD about their product, explaining what it is and adding the URL on the bottom. This type of Ad will get you no where. On a normal basis, you only have a very limited amount of space to "Get To The Point".
    • www.marketingtrencz.com 26 So in order to Pack some Power into your Ad copy, and draw the attention of the reader, try some of these helpful tips: Start at the TOP. The first line. This is your POWERLINE. This is what will draw the attention of the reader to even consider reading further. *Use ALL CAPS, just in your HEADLINE (I like to call it the PowerLine). *The biggest attention-getter I see, is using your powerline as a Question. Ask the question that your product or site can answer. *Visualize a person reading this first line and think of what it is that will make a person read on. Example: My main product line is a Marketing Workshop, that teaches people step by step the essential tools and resources of marketing online. My website involves various types of Marketing tools and strategies that will help people market their business more efficiently. My PowerLine can be something like: DO YOU WANT YOUR BUSINESS TO BE PROFITABLE & SUCCESSFUL? Well, anyone who is looking to increase their marketing potential and want their business to be more profitable will read on. Next, is the rest of AD. You must remember, you do not need LENGTH to get to the point. You need POWER WORDS. The most powerful word in any AD copy is BENEFIT. What will the reader benefit by your business? Who cares how long you or the company has been in business? Who cares about the history of the business itself? These are things people will read about once they get to your site. Your AD is to get peoples attention and get them to visit your site. Let your web site do the rest. You need to realize that your AD is to get people to your site. NOT to sell your product right off the bat. An Ad cannot do that. An AD is an invitation. The body of your AD must reap the benefits people will receive once they visit your site. Example: As stated above, you see my PowerLine. That is to entice the people to read on. Now for a short invitation that is packed with power: "Find Out What is HOT and What is NOT in today's Marketing World." Benefit Your Marketing Strategies today! The SOLUTION to Successful Marketing Starts Here.... http://www.marketingtrendz.com This Ad is a total of 5 lines. It gets to the point. The benefit people will receive is obvious... When they visit this site, they will receive the benefits of how to successfully market their business online.
    • www.marketingtrencz.com 27 No one said it would be easy to come up with an AD that is packed with power. You need to: * Visualize * Use Your imagination * Be Creative ...And most of all trust your product or service. Do you know your product or service will sell? and what benefits will people receive when using your product or service? When you watch TV, do you pay attention to the commercials? These commercials are ADs, just like yours. They have the advantage of Visualation. Our ADs don't. But listen to the wording of these Ads. They all have a PowerLine, an attention grabber. Really start listening to the commercials, and more ideas will come to mind on how to really PACK your AD with POWER You can also start critiquing what commercials are effective and which ones are not. This will also guide you when you write your ad copy. Your Ad copy is everything. This is what brings people to your site. People want excitement in what they read. Give it to them. Let them know what is in store for them if they visit your site. Let them know they will benefit from it. A PowerPacked Ad copy is the ONLY answer to driving people to your Site! By using this wisely and putting thought into it, you are sure to see results. ******************************************* Written by Debbie Solomon & Sara Hardy The creators of the World Renowned MarketingTrendz Workshop. Author of 2 Business Building E-Books And also the Owner of the Top Rated OnLine Exchange Ezine. Visit me at: http://www.marketingtrendz.com mtrendz@cs.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ THE POWER OF THE INTERNET We are all aware of what the power of the internet can produce for businesses today. The internet is the Key to most businesses success. Here are some key points you need to consider in order to gain the power of success on the internet: **Your Product** What are you selling? Is it something you truly believe in and have full knowledge of?
    • www.marketingtrencz.com 28 Make sure you know all there is to know about the product that you are marketing online, whether it be an actual product, service or opportunity, these factors are the most imperative to consider when doing business online. **Customer Service** I cannot stress enough the importance of the customer coming first. Each person that inquires about our business must be taken special care of, whether they are difficult or not. Happy customers mean return business and referrals to others. No, it is impossible to satisfy everyone. But if you know that you gave it 100% effort in your attentiveness, then you are servicing your customers to the best of your ability. And that is what counts **Your Web Site** Is your web site fully up and running? Is it readable and understandable? Do you know for a fact that if a person goes to your site for a particular reason that they will find what they are looking for without being given the runaround? Is your site uniform and easy to follow? If the answers to these questions are yes, then your web site is ready for marketing. If you answer no to any of these questions, you must go back and make your site customer reliable. **Your Domain** Do you have your own domain? Or are you using a Free Service? A Free service will get you nowhere fast. People who see a product with a business type web address know that it is a true professional they are dealing with. You must realize that saving a few dollars by not getting a domain will cost you your business. This is a known Fact. **Accepting Credit Cards ** If you are selling anything on your web site, you MUST have the capabilities of accepting credit cards. If you do not accept credit cards online, then this is the first thing you must do. When people are searching the Net for something and stumble upon your site, and find the product or service they want, they will want to buy it right then and there. If you do not have a way of purchasing your product or service at that moment, you have a 90% chance of losing the sale. People will go else where to buy what they need. No matter how good you are, accepting credit cards is vital to your business. You are fooling yourself if you think that you can do without it. **Knowledge of Marketing Your Business** Now we all know that without this knowledge, we may as well call it quits. There is so much to consider in this factor, but the most important aspect of gaining the proper knowledge is to test and learn. Joining a Workshop or Training Center is always the best tool to require because they keep you up to date on all the best and most profitable ways to market your business, and most of them include incredible marketing tools and software to really give your business the cutting edge. It may involve a small investment, but the increased profits of your business will more than make up for it. As long as you consider these factors into your Business Plan, you will find out what all the hype is about when it comes to the "Power Of The Internet"
    • www.marketingtrencz.com 29 Success is what you make of it, and only you can decide if you will succeed. But I cannot stress enough the importance of what these key factors I have pointed out to you can do for your business. Without them, it is a losing battle. It is your choice. Success is on your side! ********************************* Debbie Solomon is the creator of the world renowned Marketing Trendz Workshop devised for small and home businesses to acquire all the various marketing tools and techniques that are required for success online. She is also the author of "Mind Your Own Business" E-Book, and The Online Exchange Ezine. Please visit her site at: http://www.marketingtrendz.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Getting Sidetracked vs. Getting More The biggest problem that new "Online Marketers" have is a lack of focus. You get online, post your ads for your business and then you're suddenly inundated with everybody else's opportunities. Then you say to yourself, "If one money-maker is good, two are better and three - well, I'll be a millionaire in no time at all!" Well, I hate to disappoint you, but that's not at all how it works. If you apply all of your efforts to one program, you're 3 times as likely to become a success before Joe Businessman with his 3 programs. Why? FOCUS! If you take the time & energy to focus on one program, to know the product, to develop a full-scale marketing program and put it all into action, you'll be successful at it and probably make a nice living. If it happens that after all that, you feel like you're not being challenged anymore - THEN you can put your program on "auto-pilot" and expect reasonable success from another program as well. But if you haven't been in a program more than a month or two and you're not very sure of yourself, I certainly wouldn't recommend taking on another. Have you ever met someone who just couldn't find a program that worked? By joining those programs, I receive newsletters, tips, tricks of the trade, free reports and sales letters absolutely FREE! When I get all of that information, I scan it for anything I can use in my program. I take everything I can use, add it to my program and pass it on to my clients. By doing this, we are developing the absolute BEST Program . FOCUS on your program, work it and once you get to your goal with that program, then shift your goals and add something more, but don't bit off more than you can chew. Don't get sidetracked, get more. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
    • www.marketingtrencz.com 30 Build A Successful Business By Staying Connected (c) 1999 L.D. Publishing By Larry Dotson Over the course of your business life you'll come in contact with a number of other business people. They could be lawyers, business services, suppliers, customers, etc. These people are important to your business in more ways than one. Yes, you may have hired them, or they bought your product or service. You can also gain their business knowledge, experience, ideas, and advice. How do you do this? Stay Connected! Network! Networking is when two or more different businesses stay in contact on a regular basis to build and improve each others business. Consider all the benefits you'll gain from talking to other business people: -Knowledge or information that you didn't have before -Advice on how to solve a current business problem -Leads to a new business project or opportunity -Joint ventures and cross promotion deals -Learn important skills that you didn't have before -Constructive criticism that improved your business -Brainstorming that sparks a profitable business idea -Encouraging and motivational statements Their are many ways to meet business people. Join business clubs and associations. Participate in online business related forums, e-mail discussion groups, and chat rooms. Go to business expos and trade shows. There are other ways use your creativity to come up with more. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Is Your Business Web Promotable? by Joshua Brown and Jon Cardon Universal Solutions Consulting INTRODUCTION What you are reading is privileged information. Many clients of my consulting firm have paid thousands of dollars for this information. I feel the time has come to make it available to the general public. Every year thousands of businesses and entrepreneurs set up shop on the Web, and most of them disappear with little to show for their investment. Many more are only marginally successful. Failure in the Web Marketplace is generally due to one of the following three reasons:
    • www.marketingtrencz.com 31 1) Misjudged the Internet market 2) Lack of advertising, or a poor advertising strategy 3) Failure to maximize visibility relative to the competition If you are expanding your business to include an internet customer base or starting a new internet business, you need to know how to start. The first step in any business should be MARKET TESTING! This article describes some principles of advertising on the web that will help you test your market, and outlines a strategy for trying out your product. KNOW YOUR CUSTOMERS Customers on the Web have low attention spans. They often have some idea of what they are looking for when they log on, but they are easily distracted. This is because they know that the whole world waits at their fingertips. They also tend to be young, middle class, have white collar jobs, and have reasonable amounts of discretionary cash. A notable departure from this includes the large numbers of students, especially from colleges and universities, who take advantage of educational Internet access. Is your product likely to be something your customers will go out of their way to find? Poor products to promote include low cost or everyday items one might find at the store. Also, obscure gadgets are unlikely to attract many people. More promotable kinds of products include expensive items, since people are more likely to seek out bargains on investment caliber purchases. One way to decide if your product is likely to be successful is to scope out your competition. If no one else is promoting similar products on the Web and you don't know why, then maybe you shouldn't either. Something else to think about if you aren't selling a product is why do you want to be on the Web. If you own a restaurant, for example, then perhaps you would be better off advertising in travel brochures and newspapers. Few people look for restaurants on the Web because other advertising mediums already work so well. The Web is a global advertising forum. People in Australia don't search the web for diners in Braddock, PA. Regionality is a real issue with the web. Many malls and search engines try to create regional directories and listings, but the most effective businesses by far are those that can handle a national clientele. Direct mail businesses are exceptionally easy to make into web businesses. ADVERTISING FOR THE DIGITAL AGE A little knowledge of the Web can go a long way toward refining your advertising technique. First of all, web surfers hate waiting. After all, there's so much to see. Web pages that have too many large graphics, especially animated ones, will often send surfers to less busy waters. Adopt an attractive but lean Web presence. Potential customers will also move on if they are confused about who you are or what you are
    • www.marketingtrencz.com 32 selling. Avoid being too coy or clever. Straightforward is usually the best policy. Make sure your web site has a strong, convenient, easy to understand structure so that your customers won't become lost, since being lost tends to cause people to look for more familiar territory elsewhere. DON'T FORGET the primary principles of normal advertising! People don't watch TV just to see the commercials! This is even more true on the web. Often, people are shopping for a specific product, looking for free information, or seeking entertainment on the web. You test advertising needs to be well written, interesting, and useful! You can create content which attracts your potential customers to your web site. If you are selling information, you can demo a small portion of your info (for free) as a promotion. If you are selling products, you should give detailed information about your products, or even create reviews of your product vs. several competing ones. You can drastically reduce the per lead/hit cost of your advertising by creating content that attracts your customers. BE EVERYWHERE Your competitors know how web surfers find things. Do you? The number one starting point for Web browsing is a search engine (or web directory). There are eight major search engines on the Web, and all have their own criteria for judging how to organize their lists. Knowing the ins and outs of search engines is important for being listed at the top of their search lists. Knowing that you need to submit your site to them is a good first step though. Also, find other sites whose products or topics are complementary to your product and e-mail their webmasters or site maintainers about having them put links to your site on theirs. Some especially popular sites sell banner space to others. Most of the search engines do, for example. At least fifty companies on the internet claim to sell the secret to "getting your site to the top of the category" on search engines. The author of this article has purchased many of the books on how to do this, and a lot of them are quite good. Picking up one of these texts is a great start to understanding search engines. We recommend one that comes with a subscription to periodic updates. Another way to go is with a multi-submission service. My personal favorite is ROBO- SUBMIT. (http://www.inetwebs.com/ROBO/) They will let you test out their engine for free, and a cheap monthly subscription lets you submit to over 200 places as many times as you want. This really beats the typical cost of up to $200 for a single submission to 200 engines from many places. A SIMPLE PLAN FOR MARKET TESTING We have replicated this simple plan many times to test the market for various products on the internet. Here's how it works: 1. Create a simple web site that explains your product. Don't list your price, but DO include your PO Box, Phone Number, and E-mail address.
    • www.marketingtrencz.com 33 On your web site, you MUST HAVE A FORM FOR TAKING NAMES, ADDRESSES, and E-MAIL ADDRESSES. For an example of a site like this, check out: http://www.uni-sol.com/window/html/morinda.html The requests should go right into your mailbox. Later, you will get an auto-responder to take care it for you. You also need a hit counter, so you can gauge how may people visited to your site. 2. Create a CONVERSION LETTER (if you are in direct marketing, you probably already have one) that sells your product to interested customers. It MUST include ordering instructions, the price, etc. (There are many excellent resources available on how to create this sort of letter.) 3. Advertise your site by buying advertising space. Two quick and relatively inexpensive ways to do this are to use a Businesslink mailing (www.businesslink.net) or an Infoseek targeted banner (www.infoseek.com). I won't say that these are really cheap, but they ARE very fast and easy to use. You will get some immediate feedback on how interested people are in your product. 4. E-mail and/or snail-mail your conversion letter to everyone who asks for more info about your product! * After running your advertising, check out these ratios: - Dollars of advertising per hit to your site If your hits cost less than $0.10, you have an incredible product! If your hits cost more than $5.00, you have either a poor product or a very poor advertisement! - Hits to your site per request for info The best results here are around 2 hits per request. You may have as many as 10 hits per request and still have a good product. - Sales per request for info Many marketers are happy if they sell product to even 1% of the customers who request info. However, many clients of ours have had as many as 1 sale per 5 requests. If you get ratios like that, you have really marketable product! NOTE: If you don't take credit cards and you don't have online or 1-800 ordering, you should expect 80% less response to your conversion letter! It's okay to test market without taking cards, having 1-800 or online ordering, etc., but it won't give you an accurate idea of how many prospects will BUY your product.
    • www.marketingtrencz.com 34 The Web is a very powerful marketplace, but it is not universally useful. Knowledge is very important to avoiding frustration and wasted money. Now you have the tools to decide if the Web is for you. Remember that this is only the first step. Once you have proven that you can sell your product on the internet market, you need to create an automated system for doing it. Visit the Window of Opportunity next month for a follow- up article on how to do this! Copyright (c) 1996 J. William Brown, All rights reserved. This document may not be copied in part or in full without express written permission from the publisher. All violations will be prosecuted to the fullest extent of the law **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Customize Your Web Site's BookMark! By Curtis Stevens To be successful online with a business, your web site has to be advertised and marketed well to receive the maximum amount of exposure and sales. There are many ways to draw traffic to your online business, and I'm going to show you a free way to do it. When someone bookmarks your web site, they see a default image that Microsoft set the browser with, next to the title of your web site. Instead of having this image, you can change it to your company logo. Currently, Internet Explore 5.0 is the only browser that supports this wonderful technique. According to Microsoft, there has been over one million people who have downloaded the Internet Explore 5.0 browser, so you should receive a very good percentage of your visitors using this browser. This image can be a customized image you make. It will show up in several places, like the Favorites section of the browser, the address box and other places. Not only will this let your web site's bookmark stand out from the rest, it will also help you gain name and logo recognition while increasing the chances of people clicking on your bookmark and returning to your web site. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ EIGHT SECRETS OF SELLING by Deleone Quintana [ Deleone Quintana is a top seller who works in the music and computer industries developing sales strategies and marketing tactics. ] INTRODUCTION Are there secrets to selling? Do some people know something that others don't? I believe so. Many salesmen work for years before they learn the secrets of success. Top sellers in my industry have some basic principles that they use in every sale. Most
    • www.marketingtrencz.com 35 salesmen fail because of ego. They base their ability to sell on their own personal "attitude" and usually neglect the foundation of good selling, which is solid character. Let me share eight principles that can turn you into a sales leader, if you will apply them to your work: BE HONEST The number one most important trait necessary to truly be a successful salesman is honesty. You must always be honest with your client, your boss, and yourself. If you stretch the truth or lie, you will never be in the top producers of sales. You will be spending your time figuring out what you already said instead of what you should say next. The easiest way to be completely honest is represent a product you believe in. Selling anything less than something you believe in makes you a confidence man, not a salesman. SOLVE PROBLEMS This secret of selling is a frame of mind AND a much less stressful way of selling. The concept is to look at each meeting with a client as a problem solving experience. Help your client identify problems, and then explain how your product can solve these problems. If your client has no problems that can be solved with your product then don't try to sell them! (This goes back to honesty.) RESEARCH This is one of the most important skill and the least practiced by salesman. This skill is to always do your homework. The last thing you ever want is to be asked a question from a client about your product and not know the answer. This is your job as a salesman. You provide information in the most attractive manner possible, so know your information. Know your client, too. Take the opportunity to read or listen to information about your client before you start the sale. LISTEN You won't be able to effectively sell anything if you don't know what your client wants. The prospect is a real person with real problems and real needs. You should know the answers to all these things by your first meeting. The easiest way to effectively listen is to occasionally repeat what their needs are. When you are approaching the end of the meeting, go over all the points the client noted in detail. This will build trust and help the client understand that you are concerned about their interests. SELL AT THE RIGHT PRICE Price is always a sensitive issue. One thing you have to remember is that you are a professional, and professionals get paid. Every time you go to a meeting, realize you're also selling a quality product from a professional company. If you don't plan on paying yourself or selling a quality product for a quality price, leave sales now! Don't ever drop your price without a fight and for a good reason. You may look unprofessional, and you won't like the financial results! Special Note: A key to rapid success is to sell an expensive product. Expensive products mean large commissions. Isn't that why we got into sales in the first place? ALWAYS BE CLOSING
    • www.marketingtrencz.com 36 Closing is where you get paid, so know how to close. Practice your closes and trial closes. Start a library of close approaches you can use. Each client is different, so you also must be able to adapt instantly. Using good listening skills combined with research and honesty will generally make the close very easy. Too many salesmen look at the close as "this is the moment when we have to trick the client into signing." This is an awful way of looking at the close, and it will lead to poor performance. See the close as the moment of fulfillment for yourself and your client. Follow this solid rule of sales: Always Be Closing. We all have to eat, and you can't eat for free. FOLLOW UP Some statistics have shown that if a prospect asks for Information, whether they buy right now or not 48% will buy within one year. What this means is always keep in contacts with your prospects. Send cards every holiday. After every meeting, send a thank you card containing a business card, and make sure they are hand written! Keep a database or address book for your clients so you never forget. If 48% are going to buy, make sure you are the one they buy from! STUDY CONSTANTLY The last principle is: Always study your trade. Never think you know all there is. Every time you don't close, buy a sales techniques book and read it, or reread one you already have. Create a reference library of sales material. Read the paper for small talk purposes. Subscribe to trade magazines. The bottom line is: know what you're talking about, whether selling or not. Copyright (c) 1996 J. William Brown, All rights reserved. This document may not be copied in part or in full without express written permission from the publisher. All violations will be prosecuted to thefullest extent of the law. Visit THE WINDOW OF OPPORTUNITY: http://www.uni-sol.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Getting it Done By Brian Welch One of the biggest problems I have seen with working online, full or part time, is productivity. Whether you are doing it in the evenings after work or it is your full time profession, many people find it hard to be productive at home. Time management is essential if you are going to have a successful business. You have to learn to shut out all outside distractions. Stay focused on what needs to be done and do it. Just because your time is more flexible, doesn't mean you can waste it. Just last week I talked to someone whose online business was doing very poorly. I gave him a few pointers and proceeded to ask him how many hours a day he puts in. He told me he puts in 14 hours a day
    • www.marketingtrencz.com 37 at home. When I pressed him to outline for me what he does in the 14 hours, he admitted that a good portion of that time he is watching TV or talking to friends or just surfing the net. That was a big part of his problem. He wasn't managing his time properly. Becoming a success on the Internet is a lot of work. You have to put in a lot of long hours and any time you waste just sets you further and further away from your goal. It is vital that you do everything you possibly can to organize your time. Make a list every Sunday of the things you want to accomplish the following week and post it in a prominent place at your workstation. Take your "to do" list very seriously and make every effort to get it done. Start with the things you want to do the least and get them over with first. Challenge yourself to conquer that list each and every week. Next step is to setup a regular schedule for yourself. Set aside time each day to answer e-mails, follow up on prospects, make phone calls, market your site, do the books, etc.. If you make these things a regular part of your daily schedule, it will become second nature. The third thing you need to do is remove as many outside distractions as you can. Tell your friends and family that just because you are home does not mean you are not working. Let the answering machine get your home phone. Setup a workstation that you can be comfortable at and get things done. The list goes on and on. There are many things you can do to be more productive, the key is to manage your time more effectively. Thanks, Brian Welch -------------------- Brian Welch is the owner of the BizBot Search Engine. A search engine designed to help people do business online. Check it out at http://www.bizbot.net. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ INTERNET MARKETING MEDICINE! By Dr. Michel Fortin, Ph.D. In today's world, it is an understatement to say that we are constantly bombarded with information of nuclear proportions. The roles of both the consumer and the entrepreneur have become so immensely challenging that choosing a business to buy from - let alone being and remaining in business - has become a dizzying process. Therefore, how do you survive, let alone thrive, in today's explosive hyper-competitive marketplace, especially on the Internet? Unfortunately, many businesses are still marketing themselves with old-style, "knock-
    • www.marketingtrencz.com 38 until-you-drop" institutional marketing approaches - the kind that says "I'm open for business." The web is certainly not immune to this practice. However, these methods no longer work, or at least not as effectively as they used to, and certainly not on the web! For instance, a portion of my clientele have websites that produce little or no traffic, while others successfully attract tremendous amounts of traffic, but generate little business. Online or offline, the key is not to advertise that you are "in" business but that you are "the" business of choice. Where people used to ask "Why should I buy this product or service?" today, that question has changed to "Why should I buy this product or service FROM YOU?" Simply put, today's consumer will choose one company over another because the perceived value in that choice is greater. This is a particularly important marketing lesson to learn when doing business on the Internet. The web is so full of "raw" data that people no longer have the time to sift through all the information that is thrown at them - let alone the time to shop around for the best product from the best company at the best price. They usually make a decision based on the kind of information that instantly communicates a specific benefit; one in which there is an implicit added value in making the purchase. Getting traffic to your site is one thing, but getting that traffic to actually buy from you is another. So, how can a company communicate that it is "the" business of choice? How can it give the kind of information that will get people to buy what it has to offer and do so effortlessly, especially in a hyper-competitive world? The answer is through positioning. TOP-OF-MIND AWARENESS In today's world of hyper-competition, top-of-mind awareness is the most effectively provocative form of marketing now available. The idea is to create, within the subconscious minds of prospects, a psychological "anchor" that causes people to choose, when a need presents itself, one company over another, instantaneously. Ultimately, the goal is to market your business in specific ways so that the name, location (URL), product, or service stays at the top of your prospects' minds at all times. I call this Miracle-Making Marketing. In other words, since people no longer have the time to shop around, when they do have a certain need, they will go to (or search for) the company or site that happens to be at the top of their minds at that very moment. Ries and Trout, authors of the bestsellers "Positioning" and "The 22 Immutable Laws of Marketing," state what I believe to be the most powerful notion in the world of business... that marketing is a battle of perceptions, not products. In fact, marketing is all about perception. You don't need to be the best company offering the best product or service at the best price in order to be the best. As long as people perceive you to be the best, you have the upper hand. However, here's the caveat. People want the best and that has never changed. But if
    • www.marketingtrencz.com 39 you outright state that you are the best, you then place yourself in a very fragile position, for people will think that you're either bluffing or exaggerating. As an old mentor of mine once said, "Implication is more powerful than specification." If your marketing implies that you are the best without utterly claiming it, people will then perceive you as being the best and you will thus gain a winning edge over your competition. In essence, top- of-mind awareness marketing is to win the battle for your clients' mind and not their money. Now, there are many steps that you can follow in order to achieve top-of-mind awareness, but this deserves a book entirely on its own. So, let me share just one of them with you, which is the first and most important step in Miracle-Making Marketing: PACKAGING NAMES. Does the name of your business, website, product, or service intrinsically reflect the result or benefit of that which you provide? It should. I am astounded to see many businesses today that are still called by ordinary or blatantly unappealing names, such as acronyms like "MGF Technologies, Inc." I agree that some businesses may have notable or even "catchy" names. But if they don't create top-of- mind awareness, they won't create more business. Consider this example: Which investment company would come immediately to mind if you were in the market for one: "John Smith Investments" or "Wealth Wise, Inc."? What about "John Smith, Accountant" or "A Knack with Knumbers"? Would you choose "JSI Brokers" or "Money Mastery"? You see, your package is extremely important in order to position (or anchor) yourself in the minds of your prospects. If your name does not tell people who you are and what advantage people have in choosing you (i.e., the added value you bring to the table), consider changing your name, especially to a brand name that reflects the benefits of choosing your firm. The same goes for your website (domain) name. I've recently registered mine as "success-doctor.com," but for now it's members.home.net/mfortin. Nevertheless, you should do the same for your own, but don't stop there. Choose a name that communicates your unique competitive edge and does so effectively and efficiently. While your domain name may or may not be the same as your business name, as long as it follows the above rule, you're in the game. Today, with the very limited time people have, many of them would love to skip the hassle and inconvenience of sifting through hundreds of search engine results in order to get to that one company that offers exactly what they want. If they've heard of your business and want to know more, many will attempt a to go directly to your site by typing in a URL similar to your business name before trying a search engine. However, if they do have to resort to one, their search will be much more simplified if your name
    • www.marketingtrencz.com 40 conveys a specific, unique, and direct benefit. TAG-LINES Another tip is to add tag-lines to your business, domain, and product/service names. A tag-line is a small sentence, preferably five words or less, that says all that you are in one single swoop. I'm sure you've heard of "The Midas Touch," "Kills Bugs Dead", "Quality is Job #1," or "You deserve a break today." These are tag-lines and more than likely you know from which company they derive. Tag-lines are extremely effective, particularly in casting an aura of superiority or exclusivity and doing so without stating it outright. They usually complement your business or domain name and help to anchor it in people's minds more effectively. Tag-lines are particularly beneficial when you are a small company, self-employed, running a home-based business, or limited in making claims due to the type of industry in which you operate. Through a brand name, and especially through a tag-line, you can create the perception of superiority and anchor yourself quite effectively in the minds of prospective clients. Here are some examples: Rather than saying "John Smith, Business Etiquette Consultant," say "John Smith, Where Protocol Meets Profits." Instead of saying "Jane Smith, Graphic Designer," say "Jane Smith, Great Graphics Guaranteed." Rather than saying "John Doe, Fashion Consultant," say "John Doe, Flat-Out Fabulous Fashions." You get the picture. Additionally, tag-lines can usually be incorporated as metatags on your site or become part of the keyword library that is included in a search engine's URL submission. Remember that the more top-of-mind awareness it creates, the more simple the search for your site becomes. In other words, think benefits. For instance, if you were to put two products from two separate companies side by side, two products that are of the same type, quality, and price, which one would you buy? Naturally, you would have a tendency to choose the one whose package is such that it makes the product appear as if there is more value added to the purchase. This added value may be in the form of a guarantee, lower price, better quality, additional features, faster results, etc. Essentially, put a special name and possibly a tag-line on your product or service that communicates this added value. If your product seems ordinary, or is similar to that of your competitor's, make it extraordinary through its name. A typical, or even nameless, product or service may be easier to sell when face-to-face with a consumer.
    • www.marketingtrencz.com 41 But in cyberspace the lack of human interaction takes away the emotional element in the sale, as well as the ability to overcome objections. Therefore, a name must communicate that emotion. By doing so, it positions the product or service in the prospect's mind and empowers him to buy. The object of packaging is not to claim superiority or to make yourself "look good," but to turn the assumed into the assured in people's minds (i.e., to make their choice a simpler and more confident one). For instance, most mechanics or garages offer free estimates these days. Not only do people assume that most of them do, they also expect it. This seemingly ordinary service has become but an intellectual cliché. However, let's say you've heard of a garage offering "Free Fee Finders" or "No Guesstimate Estimates," or one whose tag-line says "Where Estimates and Smiles are Free." Now, if you had to choose a mechanic and do so in a hurry, and you specifically wanted one that offers free estimates, would you go to one you think offers free estimates, or to one you know does? EVERYBODY CAN DO IT This process is amazingly simple yet so remarkably effective. If people don't have to assume that your company, website, product, or service offers a certain benefit, or in other words if you take the guess work out your prospects' decision, you instantly place yourself head and shoulders above your competition. You might think this process is a little silly or even meaningless, but people have made fortunes by simply packaging ordinary companies or products - even those that are identical to that of their competition - a little differently. Remember the "pet rock"? In my consulting practice, I hear this "silliness" objection time and time again and especially with doctors. But I say that the above techniques can be applied even in these situations. For instance, a dentist offers traditional general anesthesia and nitrous oxide (laughing gas) sedation in order to make the process of dental work a pleasant and more comfortable experience. Many if not all dentists in her area offer the very same thing. However, she markets it with two simple words: "Dream Dentistry." 'Nuff said. In essence, in today's hyper-competitive and hyper-informed world, top-of-mind- awareness is probably the best marketing tool now available. Through packaging, an ordinary company, site, product, or service can become irresistibly compelling. This is what I call "Crazy Glue for the Mind." So, make the ordinary extraordinary. Make yourself outstanding by making yourself stand out! ---------- Michel Fortin, Ph.D. is THE SUCCESS DOCTOR™, an award-winning business
    • www.marketingtrencz.com 42 development consultant, speaker, copywriter, and marketer. Visit his site at http://members.home.net/mfortin mailto:success-doctor@home.com?subject=mm2000article Thank You, Dr. Fortin! **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ COVERT MARKETING You're spoiling your marketing by being a sheep! Don't run with the flock, strike out and be different to pull in those sales! As an Internet marketer you'll know the benefits of ezine advertising. You can reach a highly targeted audience for a low cost, with no risk of being labeled as a spammer. How would you like to maximize your ezine ads to bring you even more traffic and business? Traditional Marketing ----------------------------- There are two problems with using the name, URL and company literature from your opportunity in your ezine ads. 1. The advertisements that you are placing will be very similar, if not exact to everyone else who is marketing your opportunity on the Internet. If you receive an advantageous position in an ezine you could still benefit, notice I said could. It's human nature to disregard something that isn't unique. If you saw three or four advertisements using virtually the same copy and URL you'd probably wonder how you'd be able to market that opportunity with all of the competition. If you don't think you can succeed, you won't even take the first step to look at the opportunity. 2. You suffer from other people's mistakes! Your potential client could have reviewed your opportunity from another source. This source may have provided poor support or not explained the benefits of your opportunity. This leaves your potential client with a negative view of that opportunity. Never mind how good your ad is they won't click on your URL because they've already reviewed your opportunity and made their minds up! Covert Marketing ------------------------ This isn't a military operation, but it is a skill. The aim is to get the message across about your opportunity without giving away the opportunities name or using any known slogans or tag lines. You can achieve this by using a two level entry system. Your ezine ad is your first level; your second level is a Web page you create to pitch the opportunity. At the very end of this page you add a link to your opportunity page. The first thing to do is sit down and think why you joined your opportunity, what are it's benefits and what can you offer to help people to succeed. Once you have a list you can begin to create your copy. The secret here is to be original. Create copy that entices, copy that makes the reader want to know more without you telling them what your opportunity is. Follow up your first level of covert marketing with the second strike on
    • www.marketingtrencz.com 43 your Web site. This can be more click pulling sales pitch making your prospect eager to visit the site where they can find out about your fantastic opportunity. Alternatively the URL can be a lead in page that automatically whisks your prospect off to the site you want them to visit. Here's the code to set-up your own lead in page. _________________________________________ <meta HTTP-EQUIV="REFRESH" CONTENT="1;URL=http://www.your_url_goes_here"> </head> _________________________________________ I've received a 70% increase in interest using this method because it allows you to generate interest in the opportunity, instead of just saying, "Hey Here's a great opportunity." ================================================== *Article by Simon Vause of Strontium Webs. http://www.strontiumwebs.com Subscribe to their FREE monthly newsletter at http://www.strontiumwebs.com/free_newsletter.htm **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ COOKING UP A WEB PRESENCE by Doug Ausbury Creating a web presence is a lot like cooking a savory meal. But, what if you're a lousy cook? The good news is, you don't have to be a connoisseur if you know the recipe. Are you looking to create a web presence for you or your company? Follow me to the kitchen and let's take a look at the six phases of a successful web site project. Phase One - "Deciding On The Recipe" Drawing the blueprints, brainstorming, setting objectives, planning, developing the concept, and listing individual components. Phase One begins with a blank notepad and ends with an assortment of ideas, notes, lists, goals, and an outline of your site's structure. From this should evolve an overall site concept, your site's objectives, and a detailed plan for the site from start to completion. First impressions are critical on the web. Describe your site's main areas, content, and any freebies or special offers you'll provide your web visitors. Special offers might include savings from ordering online, giveaways to guestbook registrants, or special offers such as my recent favorite - a Free ISP (Internet Service Provider) account. I've seen too many people wait to prepare a marketing plan after their site is up. This is the "What Now Syndrome" that cripples many web projects so determine now not to fall into it. During Phase One, formulate the initial and ongoing marketing plans for your site to both your warm market (your customers or the people you know) and your cold market (for example, search engine strategy, reciprocal links, etc.). Otherwise, be prepared to be the best-kept secret on the Internet. Also during Phase One you'll want to secure a domain name of your choice, set up a hosting account where your web site will be published and accessed by visitors, and set up email addresses with your new domain name (joe@mydomain.com, etc.). Feel free to email me ausbury@vow.com with any questions about these and I will
    • www.marketingtrencz.com 44 be glad to answer you and make any recommendations. Phase Two - "Gathering The Ingredients" Material gathering and site framework design. During Phase Two, work with your web design company to gather all the existing information (text, images, brochures, prices, logos, booklets, etc.) required for the site. Many images and text can be attached to emails and sent to your designer. Other material will need to be sent in hard copy or faxed. Often during this phase, any required new material is written or edited for publishing to the site and new images are sought out or created. The blueprints of the site will begin to take shape as theframework of the pages are constructed. At this point, your web design company should publish your site to your new hosting account. You'll see the basic framework of the site minus all the details and be able to provide feedback prior to the heavy detail work in Phase Three. Phase Three - "Mixing The Ingredients" Site detail design. Phase Three includes all the coding and page construction details as well as the initial testing of the site. This is often the longest phase...text is edited, fonts are chosen, graphics are sized and "tweaked," colors are tested for web viewing, special code is written, etc. Once all the details have been added to your web pages, your site should be uploaded to your domain for your viewing and feedback. Phase Four - "Putting It In The Oven" Testing and fine-tuning. This phase is very important since it allows time for checking the entire site for bugs, bad links, and any other possible problems prior to officially launching the site. This includes testing of your site on a variety of web browsers for proper viewing, navigation, layout, and correct links. At this time, you should take a final, discerning look at your web pages, and make the final series of corrections to your pages. This phase should not be complete until everything meets your specifications. Phase Five - "Serving It Up" Site launch. Coding and registering your site with the search engines. Now that your site has been fine-tuned, you're ready to officially ring the dinner bell and launch the site. Any promotion and public relations strategy you have developed for your site's launch will begin at this time. Once launched, the best way to ring the dinner bell is to immediately have your site registered with the Internet search engines. Listing your web site the right way with the most popular search engines is extremely important to its success. After all, over 80%
    • www.marketingtrencz.com 45 of the 50+ million people currently on the Internet use search engines to find what they're looking for. Work with your web designer to develop the very best site title, description, keywords, and key phrases that will give you the best possible position in the search engines. It is also wise to prepare a specific strategy for a high ranking on each of the top seven engines that the majority of people use. Within a few days to several weeks, the web search engines will have listed you, and you begin to get "cold market" visitors. Phase Six and Beyond - "Extra Helpings" Traffic building, site maintenance, updating, and ongoing marketing. Okay, let's review. You've selected your recipe, gathered your ingredients, mixed them up, tossed it in the oven, and served it up. Are you finished? Actually, you've only just begun! Now, like a marketing savvy restaurant, it's time to get people coming back for more. This phase could also be called "The Head Scratching Phase". Here are two important considerations for your site at this stage. One - Now that you've launched and registered your site, how will you get people to visit you again and again? Remember the ongoing marketing plan you prepared in Phase One? This is where your marketing plan begins. Two - Spend some time answering these important questions. How often will you need to update your content? What about the need to add additional pages as your business expands? Who will be responsible for answering emails about the site and handling the general maintenance of your web pages and links? What about staying current with new Internet applications as they arise? Who will manage your ongoing search engine strategy? All of these can be solved with an ongoing updating, maintenance, and marketing program that can be customized by your web design company. If your site is to be a long-term success with a steady stream of new visitors and repeat visitors, I guarantee it will demand aggressive marketing and monitoring as well as consistent care. Sites with missing images, dead links, and "stale" content, simply don't get visited again. Your web design company should provide a basic updating and maintenance plan that puts them in charge of caring for your web site. A more extensive plan can provide all the above plus input on what to consider to keep your site fresh and keep people coming back regularly. They may even help you develop and deliver a monthly newsletter or e- zine to subscribers to keep them informed of new site material and other happenings on your site. I hope this article has been helpful to you as you think about "cooking up a web presence". Time for me to go. I think I smell something good coming from the kitchen.... ---------- Article by Doug Ausbury, Marketing Director of Voices Of Wellness http://www.vow.com Productions, the Internet's premier wellness network **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
    • www.marketingtrencz.com 46 REFINE YOUR MARKETING MESSAGE by Mark Landsbaum, Landmark Communications You don't have to be a marketing genius to achieve your goals or close that sale. Simply refine your message. Don't waste words. Don't waste time. In 15 seconds or less let your targets know what you can do for them. They can't buy if they don't know why they should, or what you're selling. The secret is to make your target market comfortable (which buys you time with them), find out what they want (which enables you to offer it) and then deliver it (which closes the deal). It's an elementary three-step process that you can apply to all your marketing efforts, whether it's direct mail, web pages, advertisements or face-to-face encounters. Make your targets comfortable by not insulting their intelligence with outrageous claims or by conning them. Those tactics may gain momentary attention, but in the long run they only disappoint and create mistrust when your target discovers you've been less than truthful or blatantly dishonest. Find out what they want. How? Ask. There are few marketing tactics more effective than simply asking. There's no need to overcome sales resistance here. You ask, they answer and in effect they have pre-qualified themselves. For example a mailing list broker's ad might ask: "Do you need to reach buyers of non-fiction books?" There's no question the people who read further are in the market for what the broker is selling. Once your targets are comfortable with your approach and have pre-qualified themselves they are ready and willing to hear your answer to their prayers. Now is your chance to deliver your best offer to fill their need. You've gotten them this far, don't beat around the bush and risk losing them. Deliver precisely what you've promised and what they've asked for. ------------------- Mark Landsbaum Landmark Communications landmarkcommunications@email.msn.com http://www.smallbusinessresources.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ KEEP AN OPEN MIND I need to voice my opinion on this matter for the sake of all Business Entrepreneurs who are working diligently to succeed in their own business. With all the scams on the internet, it has made it very difficult for honest people as ourselves to achieve our goals. But it is obvious that we are not giving up. YES, there are scammers out there. No matter where you go and what you do, they will always be there. There is NO way to stop it. BUT, there are SO MANY more LEGITIMATE businesses out there. And we all need to keep that in mind. Do yourself a favor; Safeguard your business. Offer some kind of guarantee that will ease peoples minds in doing business with you. Not all of us can offer a money back guarantee. Personally, I sell a Business Plan Manual. If I offer a money back guarantee, I will never make money. People will buy the manual, copy it and send it back for their
    • www.marketingtrencz.com 47 money back. It has happened. SO, what I do to ease peoples mind is offer something for FREE. I offer FREE Software, where that alone is almost worth the manual itself. I got it for FREE, but it sells for quite a bit of money. I understand that it is not fair to honest people to have to prove their worthiness. But it is necessary. Keep an Open Mind and understand the feelings and hesitations others may have. Ease their minds and guarantee them that you are genuine and trustworthy. It is the only way to succeed on the internet. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ PERSISTENCE - The Magic Key to Success! By Kevin Sinclair. How often have you seen, or read stories about, people who have given up just one step short of achieving their goal? I bet it is many. Just one more attempt and they would have "been there". Instead, someone else came along and took up where they left off and claimed the glory. Persistence can be defined as continued effort or tenacity. It is not accepting defeat and continuing on against the odds to success. But how many of us persist correctly? Recently, I attended a seminar series on Global Best Practices. The information presented was based on the principles of Total Quality Management which seems to be the latest management fad. Through each session I thought that most of the material was really common sense. One phrase that came through was continuous never ending improvement. This set me thinking about my own life and business. And this lead me to think of persistence. I can recall situations where I have set myself a goal and figured out the steps I should take to achieve it. I have put these steps into practice but failed to achieve the result I was expecting. So I have tried again, and again, and again still getting the same lower than expected result. Each time I have said to myself - persist and you will succeed. So I kept on trying but without success. On the verge of quitting I have recalled that many people stop one step short of their goal. So I have tried again without success. The cycle continues on and on with greater frustration and doubts begin to enter my thinking. So what had I been doing wrong? I had been repeating the same activity over and over again. Of course I would get the same result each time because nothing had changed! True persistence is reviewing the steps taken, looking for ways to improve the process
    • www.marketingtrencz.com 48 and then carrying out the revised steps. And then you repeat the process until you achieve your goal. Edison, that great inventor, often tried an experiment 1,000 times before he discovered what he was trying to achieve. But were each of those 1,000 experiments exactly the same? No. Each was slightly different as he tried new ideas and methods of achieving his desired result. Through continued improvements in his methods, he achieved his success. So how can you apply continuous never ending improvement into your life or business so that you are using the "right" form of persistence? First, you need to review what you have been doing in your efforts to achieve your goal. Ask yourself how each step you take can be improved. Ask what would happen if you changed the order of the steps. What would happen if you left a step out? If you replaced a step with a new step? When reviewing, don't just concentrate on the physical activities you undertake. Consider your own thought processes also. For example, what are you thinking as you do each step? Are your thoughts full of positive expectancy or do they reflect a fear you will fail? Changing your thoughts can have a major influence on the results you get from the same set of physical activities. Also, be prepared to think outside of the box. What I mean by this is that sometimes we constrain our thoughts by our experiences and we don't see solutions or improvements that are possible. For example, my wife and I were trying to come up with a workable plan for our home renovations/improvements. Our thinking was constrained by the fact we wanted to preserve the ornamental ceilings in a number of rooms. Therefore, none of our ideas involved changing the use of those rooms or knocking walls down. Consequently, we were having much trouble arriving at a suitable plan to achieve our goal: a more livable home. It wasn't until we started to change the name of different rooms (ie., lounge room to spare bedroom, etc.), and then considered relocating doorways, that we achieved a workable plan. Once we stepped outside the box and stopped thinking some aspects were better plans for our "new, improved" home. (A driving force to this project was my desire to have a larger office! However, we have not yet commenced this project due to budget constraints!) When we apply continuous never ending improvement to our persistence, we may even achieve our goals that much quicker. Start today to make improvements in all that you do - the results will astonish you! **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ QUALITIES OF SUCCESS By Chris Small On the Internet a small home based business has virtually the same opportunity that
    • www.marketingtrencz.com 49 much larger well monied companies and individuals have. Some of the little guys are doing extremely well on this new medium. Some of them started with nothing more than an idea and turned it into thousands. Some have even become millionaires. And then there are the super stars of the Internet. The people who are now Billionaires after only a few short years. The creators of Yahoo, Hot Mail, Microsoft, Amazon, etc.. What characteristics do they possess that most people don't? Or do we all have these qualities hidden within us just waiting to be unleashed? Why do some Internet Marketers achieve phenomenal results while others barely break even? What differentiates a success from a failure? We are going to look at five essential qualities to success. Recently I had a conversation with very successful Webpreneur and asked him what he thought the necessary skills were to achieve great success on the net. His immediate response was the following five points. These five are not the only ingredients to high achievement, but they are crucial elements of it. Desire No major success happens without desire. Successful people all know what they want and are willing to exert great amounts of energy and effort to achieve it. They find an eagerness and enthusiasm that overcomes simple wishfulness and translates into intense commitment. The Internet (and the World) is filled with people who WISH for success. The ones who achieve it are always the ones who truly DESIRE it and are willing to commit to it. Commitment People who are committed to their business objectives have equipped themselves with an essential tool that will see them through the trials and challenges of building an Internet business. They will persistently forge on until they see the resolution to their problems. They may have to change direction to reach the target, but they will never quit. On the Internet, the only thing that doesn't seem to change is change itself. What worked yesterday may not work today. New technologies keep popping up and replacing old ones. A committed webmaster will not be daunted by this but rather embrace it. You know the old saying "Place your goals in concrete, but the path to them in sand" Cooperation of Family Whenever you embark on a new path it is extremely important that you acquire the support and cooperation of your loved ones. If you doubt this you either live alone, or you have never tried to do something BIG. Time Management Skills Time is something that only happens once. You can't go back, only forward. Make that time count. The most significant portion of your commitment to your Internet business is in the time that you devote to it. It is advisable to make a list of all the projects that you need to work on for the week and
    • www.marketingtrencz.com 50 break them down into Daily Action Plans (DAP's). Look at your DAP each morning and prioritize each item. Then determine how much time you will need to commit. Of course new things will pop up that you hadn't planned on and some things will take longer than anticipated. Other items may take you less time. The key here is to get the most important things done first and then you can decide if you want to pursue lesser tasks. Simply spending time on the Internet is not necessarily time used effectively. It's alright to have some recreational time, but make sure that when you are engaged in building your business you don't get distracted with unfruitful activities. Identify Areas of Profit This is critical. Successful webmasters will zero in on the most profitable areas of their business and spend the bulk of their efforts there. It's very easy to become distracted with unproductive tasks and neglect the important ones. Practice the 80-20 rule.. Find the 20% of your enterprise that produces 80% of the profit and focus on it. This may sound slightly unrealistic, but it is a very effective success mechanism. Devote 80% of your efforts to these key areas and leave the remaining 20% for the other things. Do you have these necessary areas under your own control? Are you ready to take that big step onto the cyber stage? All the world loves a winner! We're eagerly awaiting YOUR appearance. Ready, Set, Go... ----------------------------------------------------------- Chris Small is a cyber entrepreneur and host of the very successful 'World Deal Center'. His main website is http://www.WorldDealCenter.com/ **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ FUN WITH SEARCH ENGINES by Merle It never ceases to amaze me, the misconception that search engines are the cure all for gaining more traffic to your site. Now I'm not saying they're not important, but rather a piece of the pie in a well thought out marketing plan. There are a number of things one can do to make sure your site is ready for indexing by the engines before submitting it. First of all, get rid of the "under construction" signs. Make sure the site is complete and offers interesting content. If you send a site up before it is ready to be viewed by the public, with lack of content and signs promising material in the future, odds are you'll lose those visitors forever. Give people a reason to visit your site besides the fact that you have one. When it comes to search engines, two never function in the same manner. They all play by a different set of rules, but here is a list of general indexing practices that you should
    • www.marketingtrencz.com 51 perform on your pages to get them ready for listing. 1. The first 25 words on the page are the most crucial for indexing. 2. Make good use of title tags, they are very important and should include your business name and a few primary key words that are related to your site. Try to keep the size down to 40 characters or less. 3. Meta Tags- Some engines use them, some ignore them, but you really need to include them on all of your pages. There are two primary attributes, keywords and descriptions. Do not repeat keywords more than 6 times as some of the engines will penalize you for it. The length should not exceed 1000 characters. A meta tag that is used by all spiders to guarantee your site will be re-indexed at regular intervals looks like this <META NAME="revisit" CONTENT="15 days"> This tag tells the spiders to come back and re-index every 15 days. If you only update the site once a month change 15 to 30. If you update daily or weekly leave the number at 15. If you need help writing Meta Tags visit http://searchenginewatch.internet.com/webmasters/meta.html Another useful Meta Tag that will make sure the spiders index not only everything on your page but follow all of the links on it include this tag on every page <META NAME="robots" CONTENT="index,follow"> If the thought of going through your site and inserting all of these tags doesn't thrill you, and why would it, there is plenty of software that can be downloaded for free that will do the work for you. One that I recently used and really liked is Tag-Gen 2.0 download it at http://www.hisoftware.com If you're confused as to which search engines you should submit to here is a list of the current major players in the game. AltaVista http://www.altavista.digital.com/ This is one of the most difficult engines to get listed in AOL NetFind http://www.aol.com/netfind/ This is a branded version of excite Hotbot http://www.hotbot.com Utilizes Meta Tags Infoseek http://www.infoseek.com Uses all kinds of Meta Tags and getting listed is easy
    • www.marketingtrencz.com 52 LookSmart http://www.looksmart.com/ Lycos http://www.lycos.com Lycos places more weight in the full text of your document, and looks at Meta Tags SearchCom http://www.search.com/ WebCrawler http://www.webcrawler.com Does not take advantage of Meta Tags, utilizes keywords someone might type In to find your site. Yahoo http://www.yahoo.com Not really an engine but a very important directory and the hardest one to get listed in. Puts the most relevance on the title and comments you provide. Remember your listings won't show up overnight allow 4 to 8 weeks for your pages to surface in the engines. With the millions of new Web pages being put up daily it takes time to get them all indexed. By getting your pages ready for the search engines before sending them up You'll obtain a much higher placement, and that's exactly what the game is all about! ----------------------------------------------------------- Visit Merle's World Freebies for Webmasters http://www.merlesworld.com Sign up for Merle's Mission Newsletter at http://www.merlesworld.com/newsletter.htm **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ A CREED TO LIVE BY "Don't underestimate your worth by comparing yourself with others. It is because we are different that each of us is special. Don't set your goals by what other people deem important. Only you know what is best for you. Don't take for granted the things closest to your heart. Cling to them as you would your life, for without them life is meaningless. Don't let your life slip through your fingers by living in the past or for the future. By living your life one day at a time, you will live all the days of your life. Don't give up when you still have something to give. Nothing is really over until the moment you stop trying. Don't be afraid to encounter risks. It is by taking chances that we learn how to be brave. Don't shut love out of your life by saying it's impossible to find. The quickest way to
    • www.marketingtrencz.com 53 receive love is to give love; the fastest way to lose love is to hold it too tightly; and the best way to keep love is to give it wings. Don't dismiss your dreams, to be without dreams is to be without hope; to be without hope is to be without purpose. Don't run through life so fast that you forget not only where you've been but also where you're going. Life is not a race, but a journey to be savored each step of the way." ...........Nancy Sims **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ QUIZ: "Is Your Site Doomed?..." The already-high percentage of websites suffering from little or no income is growing each and every day online. And while there are certainly more reasons for this alarming failure rate than I can cover in a short quiz, I'm quite sure I've identified the top reasons why more sites than ever will shut down over the next few years... Warning: You may not like what you learn about your own site from this quiz. The quiz is not designed to make you feel bad. It is here to help the large number of businesses who are NOT getting the results they envisioned when they set sail online. It is completely up to you what you do with the results. THE QUIZ... Read the following eight questions and answer them honestly. The questions can be answered with a simple YES or No answer. Answer "NO" just twice and you have a choice... make changes or face the consequences. -QUIZ START- #1. Do you have your own domain name? ___ Sounds like a no-brainer, right? Well you'd be shocked at the number of small business owners still trying to make a go of it with a free host. If the first impression you make is coming across as www.somefreewebspace.com/user/" instead of an established "www.yourcompany.com", you're in trouble. It is a simple fact of business online that if your company won't spring for a domain name at $35 a year, many potential customers will think twice before they buy from you. #2. Does your site offer FREE, VALUABLE information about your area of expertise? ___ Too many websites are merely sales letters and nothing more. The best sites offer
    • www.marketingtrencz.com 54 genuine, quality assistance. It is a simple fact online, that businesses who willingly share valuable information are more likely to keep people at their site and earn repeat visitors. Moreover, if you are trying to sell something, you can earn your potential customer's respect and confidence by sharing your hard-earned knowledge. #3. Does your site really and truly look professional?___ Or does your site look like a beginner designed it? While there's nothing wrong with being a beginner to online business, your website MUST be attractive and professional. Ask five people who are not related to you for their honest and brutal opinion of your site. Take their suggestions to heart. If you want to grow successful online, you have to look professional! This also means your sales copy must be precise, accurate and professional and must MOTIVATE your visitors to take action. Is your current sales copy effective? If not, get it looked at by a pro. An attractive site with effective copy can earn serious money online, especially with all the duds out there! #4. Do you display a privacy statement at your site? ___ This has quickly become a hot topic online. Not only is the press talking about it, many of your would-be customers and newsletter subscribers are looking for it! This is why a brief privacy statement is fast becoming an essential component at every website. In short, it lets your web site visitors know what you will do with any information they share with you. (Hopefully you'll keep in confidential!) It takes just 15 minutes to post your own privacy statement at your site. I did mine at the wizard supplied by TRUSTe: <http://www.etrust.com/wizard/> #5. Do you offer your website visitors secure credit card ordering? ___ This is one of the biggies! Secure credit card ordering is a MUST at every business site. It's as simple as getting a merchant account and offering a secure order form. For a crash course see <http://www.bizweb2000.com/security.htm>. #6. Are you growing an "opt-in email list" by asking your site visitors to leave their email address with you? ___ You need to give every visitor to your site a good reason to leave their address. A free e-newsletter, discount specials or industry news will usually suffice. Convince them that they MUST get on your list! As far as collecting the info, a simple signup form is best. Don't ask a million questions in your signup form. They may be interested in letting you stay in touch, but may shy away if they have to reveal too much information about themselves. A lead is a lead. Don't scare them away - they may never be back. #7. Do you contact your opt-in list regularly? ___ Whether you publish a weekly email newsletter, a monthly tip sheet or even regular
    • www.marketingtrencz.com 55 specials, a solid "keep in touch" strategy is the most cost effective way to get visitors back to your site. It is your guarantee of higher revenue each and every year as your list grows! You'll continually be able to offer special deals and introduce new products and services to your best prospects in the world -- your private club of prospects and past customers! #8. Is your website promoted on a regular basis? ___ Once you know you have a product or service that will sell, the only other key to success is telling people about it. Online, sales figures are directly related to the number of visitors your site gets. If you sell something to every 100th visitor on average and get 100 visitors a day, you can triple your income by getting 300 visitors to your site each day. Sounds simple right? Well too many folks don't get it. They don't promote regularly so they don't grow their traffic or their revenue. If you need help you putting together a regular marketing regiment, I've posted what works for me at <http://bizweb2000.com/plan.htm>. -QUIZ END- So, how many times did you answer NO? If you were forced to answer NO just twice, your site may be doomed to a fate worse than the dinosaurs. That's right, answering NO to just two of these questions means your company may lose a bundle of revenue while your competitors build thriving businesses. Remember, I didn't write this to upset any small business owners out there. Quite simply, I know from experience why many sites fail, while others flourish. If yours isn't doing so well, time is on your side. Print this quiz and get busy implementing each item one at a time. Before you know it your site will be ringing up sales like there's no tomorrow! **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ 7 Inexpensive Ways To Promote Your Web Site It seems that many Internet marketers believe that all they need to do to be successful is put a site on the web and wait. They believe surfers will flock to the site, credit cards in hand, anxious to make them the next Internet millionaire. At the risk of destroying someone's dreams, this simply is not the way it happens. Surfers must know about your site before they can visit it. In its most basic form, a web site is a billboard directing your visitors to your products and services. To be effective, surfers must see your billboard. To accomplish this, it is necessary to promote a web site constantly. So how does the Internet business person go about promoting their web site? Basically, there are two choices. The easiest way is to pay someone else to do it. There
    • www.marketingtrencz.com 56 are several companies, including my own, that specialize in helping people promote their web based businesses. The problem with these services is they are relatively expensive. What does a person do if they run a small business, making small monthly profits? How do small businesses, with limited budgets, entice surfers to visit their Web site? Below, I discuss seven effective methods that are available at little or no cost. 1. Direct e-mail is the one of most effective way of promoting your web site. We will examine other methods of promotion, but none are as cost effective as direct e-mail. With the proliferation of free e-mail services such as Hotmail, many people as choosing this as their primary means of web site promotion. One reason for direct e-mail's effectiveness is that everyone who receives your message will read the subject line. No other form of commercial promotion can claim this. A catchy subject line can guarantee a high percentage of recipients will open your message. [Note from editor: MarketingTrendz does NOT condone spamming. Direct emailing MUST be done in a responsible way.] 2. Advertise in E-zines. E-zines offer most of the advantages of direct e-mail, without the risks or the effort. Additionally, e-zines usually reach very specific, targeted markets. This is the real beauty of e-zine advertising. General, untargeted mailings advertising a good product at a reasonable price generate responses on the order of 5%. Of these responses only about 3% will actually make a purchase. You can see how untargeted mailings could generate the need for you to do a large amount of work for very little return. With targeted advertising, I have experienced numbers more on the order of 7% response with 40% purchases. The reason for the dramatic difference is obvious. The readers of the e-zines were pre- qualified as interested in my products. Higher interest equals higher sales percentage. Ezines are the safest, most beneficial way to advertise your business and receive results. 3. List your Web site with the search engines. There are many search engines available on the Internet, with more coming online every day. The process of registering is very simple, but can consume a large amount of time. This is especially true when you consider that you will probably need to resubmit your site on a regular basis. My suggestion is that you focus your attention on the major search engines. Excite, Infoseek, WebCrawler, Lycos, Alta Vista, Hotbot and Yahoo probably account for 80% or more of the searches performed on the Internet. Also, I recommend that you avoid the myriad free submission services and take care of the submissions to these seven yourself, by hand. If you want to try the freebies for submission to the minor search engines, give it a shot, but your listing in the big seven is too important to take a chance on. 4. Buy banner ads. This does not mean avoid banner exchanges, however, you will receive better quality visitors from good banners placed on carefully selected, high volume web sites that receive visitors who may be interested in your product. There are
    • www.marketingtrencz.com 57 many brokers, such as WPRC (http://www.wprc.com) or WebConnect (http://www.webconnect.com) that can assist you in placing your ads. To test the effectiveness of your banners, link each different ad to a different "doorway" page and monitor the traffic through your web site statistics. 5. Place ads on high traffic links pages and negotiate reciprocal links with complementary businesses. The links pages may not generate traffic for you directly but it is an inexpensive way to get your URL on many pages. This can improve your standing in search engines that use link popularity as part of their placement algorithm. Be cautious of who you exchange reciprocal links with. Try to find businesses that compliment yours, not compete with it. If you offer accessories for automobiles, link with auto dealers or auto parts suppliers. 6. Put your e-mail address and URL on all your company's print literature, letterhead, and display advertising. If you provide people a means to find out more about your products or services in a low pressure way, many will do so and some of those will buy. 7. Utilize the news groups. First, find the groups that are likely to be frequented by people interested in products such as yours. DejaNews (http://www.dejanews.com) might be of help to you as you perform the necessary research. It can search thousands of groups for particular subjects, revealing the groups for your to target. After you have identified some target groups, monitor the discussions for a few weeks to get the feel of the group. Once you have a grip on what is going on in a particular group, start contributing to the discussions. At the bottom of each of your messages, be sure to include a "signature". A "signature" is a short, 5 to 10line, advertisement of your product or service. Be sure to include your product, URL and e-mail address in your signature. Every time you contribute to the discussion, hundreds of people will see your ad. This method requires some effort, but can pay big dividends if you are in it for the long haul. None of these methods are a magic bullet, none of them will bring you millions overnight. By employing these seven methods of promotion consistently, over time, you should notice an increase in your web site traffic. More importantly, you should see an increase in the quality of the traffic you receive, resulting in more sales. And that is the real bottom line. ----------------------------------------------- Tony L. Callahan is president of his own Internet marketing company, Link-Promote <http://www.link-promote.com>. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ HOW TO DEVELOP AN ATTITUDE FOR SUCCESS
    • www.marketingtrencz.com 58 Let me take you back a few years when I first started life as an Internet Marketer. Upon encountering my first experience with a site that actually sells products on the Internet, sparks sparked and cogs turned in my mind on how I could replicate the same procedure and start developing my own products and services on the 'Net. This was the turning point that would change my life forever. I quit my part-time job the very same week as I knew that the Internet was the way to go and I just had to become a part of it. Pound signs were in my eyes (not dollar signs, as I'm British you see) and my work from that point on would be to concentrate on learning everything I could with this new and fascinating discovering. Being wet behind the ears at this time and not really having a clue what was going on, I bravely entered the world of Internet Marketing with wide eyes and an open mind, not realizing what I was getting myself into. I'm sure some of you are at the exact same point in your lives' right now. You've seen the potential for the Internet, you've heard the stories of success that have been told a thousand times over. Now you want to concentrate on something yourself. Your own product or service. Your own online marketing venture. Your own creation. Well, congratulations. Step one has been reached. But it's where you go from here that will make a whole truck-load of difference. Let me give you the blunt truth. Internet Marketing is not easy. It's a very time- consuming and bumpy journey. There are mistakes to be made and lessons to be learnt. The myth of 'build it and they will come' doesn't apply in this virtual world. Instead, the correct phrase is 'work hard and you will achieve'. The purpose of this article is to give you an insight on developing the right frame of mind and attitude needed before venturing into this hard, yet very rewarding and exciting business environment. Believe me, I'm speaking from experience with the advice I'm preaching. It's only recently when I finally learned to put the pieces together and realize EXACTLY what I did wrong over the years. Here are the things I learned ..... The Internet is still very much in it's infancy. Although profits in ranges of billions of dollars are being made every year online, no-one has really found out the exact in's and out's of online marketing. Even the 'gurus' are learning something new every day. What you'll need to learn isn't taught in any school or college. It really is that new. So in reality, you're venturing into a realm with no official rules on 'what' exactly you need to be doing. It took me over two years to find out what it is that I'm supposed to be doing.
    • www.marketingtrencz.com 59 Look before you leap. Learn everything you can about Internet Marketing. Work like crazy is the best way to put it. ------------------------------ Lee Benson is a successful Internet Marketer Subscribe to his bi-weekly FREE newsletter and you'll also have the chance to win over $200 worth of marketing prizes every issue. Send a blank email to mailto:sub@cyberprosper.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ IT'S NOT SUPPOSE TO BE EASY!! Would you like to know an easy way to meet your goals and exceed your goals? Want to know an easy way to motivate yourself and others? Want to know an easy way to become rich and famous? Guess what? It doesn't exist! There is no easy way. Not only that -- it's not supposed to be easy. If you want to stop smoking, lose weight, get in better shape, make more sales, etc ...IT'S NOT SUPPOSED TO BE EASY. If you want to get stronger...that barbell at the gym SHOULD feel heavy. If you want to get smarter...that book SHOULD have concepts that are difficult to understand. If you want to sell that big account...that client should demand a lot of attention to details and a great deal of follow-through. No matter what you want to do...IT'S NOT SUPPOSED TO BE EASY. I'm shocked that people are shocked when they start something new and they groan, "This is difficult!" At the beginning it is difficult and it takes discipline to persevere BUT, the good news is, that eventually the discipline will turn into desire...if you persevere. If you keep committed to your commitments. EVENTUALLY. . . You won't have to diet, you'll WANT TO diet. You won't have to work out, you'll WANT TO work out. You won't have to _____...you'll want to _____ ...(You fill in the blanks.) It doesn't start out as easy but it does get easier. Make it easy on yourself, realize
    • www.marketingtrencz.com 60 that it's not supposed to be easy. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ HOW TO DEVELOP AN ATTITUDE FOR SUCCESS Let me take you back a few years when I first started life as an Internet Marketer. Upon encountering my first experience with a site that actually sells products on the Internet, sparks sparked and cogs turned in my mind on how I could replicate the same procedure and start developing my own products and services on the 'Net. This was the turning point that would change my life forever. I quit my part-time job the very same week as I knew that the Internet was the way to go and I just had to become a part of it. Pound signs were in my eyes (not dollar signs, as I'm British you see) and my work from that point on would be to concentrate on learning everything I could with this new and fascinating discovering. Being wet behind the ears at this time and not really having a clue what was going on, I bravely entered the world of Internet Marketing with wide eyes and an open mind, not realizing what I was getting myself into. I'm sure some of you are at the exact same point in your lives' right now. You've seen the potential for the Internet, you've heard the stories of success that have been told a thousand times over. Now you want to concentrate on something yourself. Your own product or service. Your own online marketing venture. Your own creation. Well, congratulations. Step one has been reached. But it's where you go from here that will make a whole truck-load of difference. Let me give you the blunt truth. Internet Marketing is not easy. It's a very time- consuming and bumpy journey. There are mistakes to be made and lessons to be learnt. The myth of 'build it and they will come' doesn't apply in this virtual world. Instead, the correct phrase is 'work hard and you will achieve'. The purpose of this article is to give you an insight on developing the right frame of mind and attitude needed before venturing into this hard, yet very rewarding and exciting business environment. Believe me, I'm speaking from experience with the advice I'm preaching. It's only recently when I finally learned to put the pieces together and realize EXACTLY what I did wrong over the years. Here are the things I learned ..... The Internet is still very much in it's infancy. Although profits in ranges of billions of dollars are being made every year online, no-one has really found out the exact in's and
    • www.marketingtrencz.com 61 out's of online marketing. Even the 'gurus' are learning something new every day. What you'll need to learn isn't taught in any school or college. It really is that new. So in reality, you're venturing into a realm with no official rules on 'what' exactly you need to be doing. It took me over two years to find out what it is that I'm supposed to be doing. Look before you leap. Learn everything you can about Internet Marketing. Work like crazy is the best way to put it. Self-Motivation and Dedication ------------------------------ SM & D are the absolute top-dogs of success. The common denominator of my marketing success would have to be put down to the fact that I always maintain a strong sense of motivation and dedication. If you take a look at ANY success story and grasp the one element of similarity between them, you'll notice that virtually EVERY self-made successful person has this one super-important object of success in their mind. The ever-important BURNING DESIRE OF SUCCESS. I tell you now without a word of a lie that this is the absolute most important thing you could ever have. If you've got the white-hot desire to succeed and you'd do anything to reach your goal WITHOUT even considering for one single millisecond the thought of quitting, then you're miles ahead of the rest. Burning Desire + Dedication = GUARANTEED SUCCESS You CAN and WILL succeed ------------------------ I'm telling you, you CAN and WILL succeed. This goes with anything in your life, not just Internet Marketing. It's all about the frame of mind that counts. Age, location, ethnic origin, gender and any other individuality have absolutely no part in your success. Owning a legitimate and successful online business is one of the most rewarding things you can ever do. It's not just about the money, it's the fact that you get to converse with people all around the world who become your friends. You also have the freedom of a lifestyle that you could only ever dream of. I'm telling you this because I KNOW that if you work hard and you have a genuine desire for success and you're willing to do whatever it takes to achieve this, that you CAN and WILL succeed. Do yourself a favour. Give yourself a genuine reason why you want to succeed. If you
    • www.marketingtrencz.com 62 work at something so much, you never know, it might just happen. Best of success to you. Lee Benson is a successful Internet Marketer Subscribe to his bi-weekly FREE newsletter and you'll also have the chance to win over $200 worth of marketing prizes every issue. Send a blank email to mailto:sub@cyberprosper.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ THE IMPORTANCE OF CUSTOMER TRUST Each time I begin to write about an aspect of marketing online, I ask myself the same questions: Is this information going to be valuable to my subscribers? Will it help them in developing or improving their own home- based business? Is it accurate and timely? There's no shortage of subjects to write about when dealing with your own business, either online or off. And each writer brings to their work their own experiences, techniques, and opinions about what works and what doesn't. But all successful online marketers will agree with what traditional marketers have known for years to be true - your customer's trust in you is paramount. If you are currently marketing online or have plans to do so in the future, this is a critical element to be considered when developing your marketing strategy. It is obviously even more important online, since the face-to-face contact we are so used to in the traditional marketplace is absent. So how do we develop and cultivate our customer's trust in us? There are many ways, but the most important should be the most obvious - HONESTY. How often have you seen the headlines "Make $14,000 a month working at home in your spare time?" or other such garbage? Even though we'd all like to believe that such a thing is possible, our common sense tells us it's not. Developing your own home-based business online is just like any other endeavor - it takes time, along with a lot of hard work, to be successful. Anyone who tells you otherwise is simply not being truthful. Be honest with your customers and they will return to you time and again because they know you won't mislead them. Another way to develop trust with your customers is to deliver what you promise - whatever that may be. If it's information, products, services, and/or support, make sure that they get what they expect. Remember that the customer is always right, and if they're not happy, they won't do business with you any more. What are some specific things you can do online to deepen the trust that your customers place in you? Communicate with them as much as possible. Newsletters
    • www.marketingtrencz.com 63 such as this are a good way to keep in contact with your customer base, and they are easy to implement. You don't even need any special software - there are many free services that will host your newsletter for you. The following are all free services: http://www.onelist.com http://www.topica.com http://www.egroups.com http://www.listbot.com A great site that can help you get your newsletter up and running can be found at http://www.e-zinez.com This site is full of resources for you, including articles that you can publish in your newsletter along with a template to get you started. You can also receive a FREE five-part email course and a free sample of Robb Willmann's book, "Turn Your Newsletter into a GOLDMINE!" by visiting http://www.ubrande.com/goldmine/sample.php3?159 These are all the same resources I used to start my own newsletter. They worked for me, and they can work for you. Don't forget the most important thing of all – answer your emails promptly and courteously! This is probably one of the hardest to implement, but it is vital to your long- term success. When people need help, they want to know you're available. Things sometimes happen unexpectedly that get us off our schedule, but if you know you will be unavailable for some time, you owe it to your customers to make them aware of that. Communicate with your customers with honesty and deliver what you promise, and they will continue to place their trust in you. The loyalty of your customers is a key element in helping you grow and prosper in your own business. ************************************************************ Cathy Bryant is the creator and publisher of HomeBizJunction E-Zine, an email newsletter dedicated to helping anyone who is interested in starting or improving their own home-based business. To subscribe, send a blank email to: mailto:homebizjunction-subscribe@onelist.com Interested in placing a free ad with HomeBizJunction E-Zine? For details, mailto:freead@homebizjunction.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Do You Have A Vision For Your Online Business?
    • www.marketingtrencz.com 64 A characteristic of many successful businesses (both online and off-line) is that they have a vision for their business. They know what they are working towards, and they are creating a business that will be like their vision of the future. It is always a good idea to stop every so often and reconsider what your vision is for your business. So how do you create a vision for your online business? The first step is to ask yourself what you really want to create with your business. Imagine the ideal business that you want to own. Do not be distracted by what is or is not possible and do not evaluate whether it will work. Just consider the possibilities and how aiming for what you want will be unique to you. No one else will be able to copy it because it will be yours. Some people will be inspired by a desire to create something new and different. Others will want to create a second income. Some will want to create a new shopping experience for their customers while others will want to create new products or services that better meet the needs of people today. Others may just want to get rich. Once you have imagined your ideal and have a vision of what you want, spend some time considering how you will make a difference. Will you be setting a standard of customer service that will be the envy of other businesses? Will your product or service meet a need so fully that your customers will tell their friends and generate business for you? Will you be an inspiration to all those who come in contact with you so that they will want to stay in contact and follow your recommendations? The list of how you can make a difference is endless. Write a short statement setting out your vision for your business and how you will make a difference. If your vision is based on assumptions, spend some time testing those assumptions to make sure they are valid. Keep the vision before you so that it guides your decisions and plans for your online business. Make sure you breathe life into your written vision statement. Use powerful language that is strong on stories, or metaphors or examples. Ensure that you speak from the heart and work to make the intangible tangible. Use symbols, themes, slogans, etc., to make it come to life and be real for you, your employees and your customers. As you move towards your vision, ensure that you listen first and often. Your customers and your employees will be able to provide you with ways to achieve your vision through their feedback. Listening in a non-defensive and uncritical way can be very enlightening which will enable you to be better able to define the needs of your customers and to satisfy those needs. Over time, you will need to adjust some of your actions and tactics as they will not be taking you closer to your vision. Through listening to the feedback you have received, and monitoring the results you have achieved, you will know which actions or tactics need modification or change. By way of a simple example, the results of an ad may improve with one headline but not with another. Change to the one that is providing better results. Some businesses have experienced tremendous success through having large
    • www.marketingtrencz.com 65 audacious goals. Remember that large goals can take a long time to achieve. However, if your vision is driving you strongly, you will thrive on taking the actions required to achieve your vision over a long period of time. Also, some visions are so powerful that they rewrite the industry rules and create a new competitive space. Make the time to develop your vision for your future online business success. Know what you want to achieve and ensure that all your actions are taking you in that direction. Listen to the feedback you receive and monitor the results you are achieving so that you can change tack if necessary as you move closer to your vision. Dare to be different and to make a difference with your online business. ********************************************************* Article by Kevin Sinclair, CPA, of Be Successful! Business & Personal Success Resources (http://www.ksinclair.com/). Kevin is the publisher of "Be Successful News" a free ezine dedicated to your online business success to subscribe, send a blank email to mailto:pbsr-subscribe@listbot.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ ELECTRONIC MARKETING - the future of commerce! Cyberpreneurs are increasing tremendously with the boom of the digital/electronic frontier. Electronic marketing is a proven and profitable method with a global market, incurring the smallest investment. It is more advantageous than conventional marketing and the risk is minimal. The prospects are millions worldwide and can be reached for pennies. A cyber business can be on autopilot and run 24 hrs a day. It can be worked at part time or full-time. If you are presently in business this is a great medium of marketing to consider. However, some effort is involved. PROFITABLE ITEMS TO MARKET ON LINE and/or OFF LINE The Information Superhighway exists as bits of electrons within a network of computers, which forms cyberspace. The existence of the Information Superhighway narrows down to one important factor; information. INFORMATION IS POWER. Likewise, KNOWLEDGE IS POWER. The existence of the Information Superhighway narrows down to one important factor; information. It's been proven repeatedly that the ideal cyberspace products are books, software, computer related materials, information, and services. Most businesses marketing these products and services on-line do so successfully while successfully marketing off-line as well. EXPERIENCE & EXPERTISE
    • www.marketingtrencz.com 66 If you know the basics of the computer and on line, then you may qualify for a computer/on line based business. However, the right product & marketing method must be present to succeed. There are a number of excellent on line businesses out there. Be forewarned however, for various reasons not all of them are profitable. PRODUCTION COSTS & PROFITING Regardless of the product/service, most experts agree you must be able to produce the product to keep your product acquisition costs DOWN. To profit, you must keep your product acquisition costs DOWN. Normally, the way to do this is to produce your own product. For the beginner, lack of knowledge, product, time and capital necessary to operate a business is either insufficient or unavailable. However, because of the digital era and the medium created by the Internet, many products can now be produced in- house, such as: software, information, electronic books, Internet services, and etc... The digital era has begun...it's not too late...but don't wait ! The Information Age has begun & it is BOOMING ! THE OPPORTUNITY !!!! ---------------------------------- The greatest aspect is that your product can be e-mailed or downloaded to your clients directly from a website. The cost in this scenario may be that of your online website hosting fee. You can even send it to your clients by email....NO POSTAGE! PEOPLE WILL ALWAYS SEEK INFORMATION .................... today & tomorrow. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ MIRROR SITES & DOORWAY PAGES There are a lot of terms in use on the internet these days. Many of them can be confusing even for the veterans to web life. I've noticed references to doorway pages and mirror sites quite a few times recently in ezine articles and discussion groups. These two terms are pretty unfamiliar to many of the people I have run into lately. Let's clear up some of the confusion. A mirror site is simply a copy of your site. It's usually your main page but it doesn't have to be. The point is it's just a copy. Just like looking in the mirror is a copy or reflection. A mirror site looks exactly like the original. Making a copy is easy. Using a free site for your mirror site is the preferred way because of cost considerations. This works best if you have your own domain but I suppose you could make a copy of a free site. Besides, having your own domain tends to demonstrate that you are serious about what you are doing.
    • www.marketingtrencz.com 67 You can find quite a few free web hosting sites around. Here are a few to get you started. (to find others go to the search engines) www.hypermart.net www.freeyellow.com www.angelfire.com www.geocities.com www.tripod.com To create a mirror site just open an account with one of the free hosts. Then follow their directions for uploading your page to their server. You will want to change the meta tags a bit so the search engines will recognize the "new" site. Keep in mind the more pages you have listed in the major search engines, the better are your chances of a higher ranking. Doorway pages, on the other hand, are pages that are created for the sole purpose of pointing traffic toward your site. There are a variety of things you can do in creating doorway pages. Your imagination is your only limitation. These pages must be very focused. They are usually only one page in length and the design tends to be quite simple. There is no need to be extravagant because it serves only one purpose. To make a doorway page, just pick one of the benefits of a product or service you want to promote and focus on it. Create a simple page that list some important points about that one benefit. Make sure the points exploit the benefit to the point of great interest in the product or service. Then offer a link to your main site for more information and a possible sale. Once the page is created you will want to develop meta tags for it and install them. Then submit the page to the search engines . Doorway pages and mirror sites can both be great ways to increase traffic to your main site. Neither of them are difficult to do nor do they take much time. The time and effort spent will reward you with increased web site traffic and ultimately more money in your pocket. So what are you waiting for? Get started now. You won't regret it. ------------------------------------------------------------ Article by Bruce McCullough,aka, Buruse of Buruse on the Web. Buruse on the Web is dedicated to bring regular folks clear, concise information about marketing, associate programs and anything involved with working at home with your computer. Visit Buruse at http://www.buruseontheweb.com.
    • www.marketingtrencz.com 68 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ How to Be G.R.E.A.T. ...........by Rod Nichols I recently listened to a seminar by one of the top motivational speakers in the world, Brian Tracy. In this article I would like to give my summary of this speech. His subject was greatness and what it takes to be great. First, you need to know that great people are not born, they are made. Some people make lifetimes of greatness and others make greatness for just a fleeting moment in their life. You have the opportunity every day to create greatness in your life. Learn the keys to greatness and apply them to your life every day. G = Goal orientation R = Results E = Excellence A = Action T = Time orientation GOAL ORIENTATION Goals give you direction. They are like destinations on a map. If you were going to take a trip across the country wouldn't you map out the route, places to stop, things you want to see? Your network marketing business is the same. You must map out the course with goals as the temporary destinations along the way. Having written goals makes your journey more enjoyable and rewarding. The keys to effective goal setting are: 1) Written 2) Specific 3) Realistic 4) Measurable 5) Timely. Write your goals and review them every day. As you start the day, ask yourself, "what can I do today to move towards my goals?" Prioritize these activities and plan them into your daily schedule. For example, let's say that your goal is to recruit 4 people each month. Figure out how many people you will need to talk with in order to sponsor 4. Then break this number down to a daily figure. Plan to make this number of contacts each day. RESULTS Many network marketers get so caught up in activities, they forget the actual results they want. For instance, you could spend many hours each week organizing your office, calling your upline/downline, making up lists of prospects, and writing letters. These are all great activities, but let's analyze the result that you want. Most likely it is to sponsor people into your network or retail products. Will any of the above mentioned activities
    • www.marketingtrencz.com 69 directly result in sponsoring someone or selling products? NO! The only way you can sponsor people or sell products is to talk directly with prospects or current customers. If you focus on results, you will always do the most productive thing possible at every given moment. EXCELLENCE The oriental cultures call this mastery. They believe in mastering whatever they begin. We westerners tend to be more of the "jack of all trades" types. The top money earners in network marketing have all reached a very high level of excellence because they sought it. If you are serious about a career in network marketing, you should do the same. Read every book and article you can find. Subscribe to publications like Success Magazine and Upline. Attend every training seminar you can find. Learn everything there is to know about your company and products. Become a master. Excellence in your everyday business will produce excellent results. ACTION This is a pretty simple one. Set a goal, make a plan, move into action. DO IT NOW! If you're not happy with the size of your network, the amount on your check (or lack of checks), or the number of retail customers you have, then change it. Set a goal, make a plan, move into action. DO IT NOW! Stop talking about what you are going to do and do it. Remember action speaks louder than words. So what are you waiting for, get to it! TIME ORIENTATION Since you are probably working your network marketing business along with a full-time job and a very full life, time planning is critical to your success. Misuse of time is one of the major reasons for failure. At this point you should already have written goals with plans to reach those goals. As you review your goals each day to set the activities, prioritize according to how quick that activity will move you toward the goal. Those that have direct results are classified as "A" priorities - calling a prospect to set an appointment, meeting with a prospect, doing a product demonstration, leading a nutrition clinic (if you sell nutrition products), walking and talking (meeting people out in public), giving a seminar on network marketing, are all good examples of " A" activities. "B" activities are those that will result in an activity that will directly affect your goal - sending letters, placing ads, putting out flyers or opportunity cards, are good examples of "B" activities. Work hard each day to plan mostly "A" and "B" activities and you will achieve much better results. That's what it takes to be GREAT. It's not that difficult. I know you can do it. So DO IT NOW! ******************************************************** Rod Nichols has been involved with the network marketing industry since 1979, as a distributor, consultant, trainer, and author. Rod is on the Board of Directors for the
    • www.marketingtrencz.com 70 Professional Association for Network Marketing (PANM). To contact Rod e-mail him at rhinorod@millenniumteam.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Let's take a little test. Imagine you are surfing a website. You are looking for an exact piece of information. Now imagine you have to navigate through an incomprehensible maze of text and bizarre links. After 30 tedious seconds of this, imagine what you would do next. If you're like me, you'd just hit the back button and go away. Who needs it, right? I barely have enough time to eat lunch. Where am I going to find the time to pour through an incomprehensible site that may, or may not, have what I need? This is a common problem on the net. Even sites that are otherwise well-designed often miss the mark here. Take a moment right now and look at your site. Is it easy to navigate? This exercise requires quite a bit of honesty. You have to step outside yourself. What makes sense to you may or may not make sense to someone else. Wouldn't it be nice to have some hard and fast rules, here? To ensure your site always makes sense to the surfer, you can do one of two things (or both): 1. Provide a linear path that takes you through the site step by step. 2. Provide a non-linear navigational structure that is: a. Easy to understand b. Easily Recognizable c. Consistent Now, take a look at the following site: http://foreverweb.com/cgi-foreverweb/kt.cgi?sponsorID This site employs both of the above examples. It provides a linear path through the site in the form of an article. Since the purpose of this site is to sell a product, providing a linear path is an extremely effective choice. However, what if someone visits the site and has a particular question? For example, they might say: "Look, I just want to download the software."
    • www.marketingtrencz.com 71 That is where the non-linear navigational structure comes in. Take a look at the above site again. You'll see that the "nav-bar" (the series of buttons on the left that tell you what else is available on the site) has the following three features: 1. It is easy to understand. By looking at the label of each button, you immediately know what you will see if you click on it. 2. It is easily recognizable. That is, it is where you would expect to find it. The person looking to download or purchase the item will immediately know where to go. 3. It is consistent. On each page, the nav-bar is in the same position. That is, you don't have to hunt for it each time. No matter what type of content you have on your site, you should follow these rules to make surfing easier. If you can find another way to ensure your site is easy to surf, then go for it! However, these rules will provide a ready guide for you. Apply them to your site now and your repeat visits will increase dramatically. Article by Mark Joyner, CEO of Aesop Marketing Corporation. http://www.aesop.com ******************************************************** Rod Nichols has been involved with the network marketing industry since 1979, as a distributor, consultant, trainer, and author. Rod is on the Board of Directors for the Professional Association for Network Marketing (PANM). To contact Rod e-mail him at rhinorod@millenniumteam.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ How to Write Persuasively By Jennifer Stewart When writing an advertisement, your aim is to persuade your readers to follow a particular course of action - willingly. There are three elements in this process: 1. you must win the trust of your audience 2. you must appeal to their emotions (rather than to their intellect) 3. you must rationalize their decision for them If you succeed in all three areas, you will have engineered their consent to buy your
    • www.marketingtrencz.com 72 product or service. Here are some tips to help you to achieve this desirable state of affairs: 1. Win the Trust of Your Audience The first step is to show that you are a person who can be trusted - so try to give your audience something of value - advice, interesting "inside" information or helpful tips. Indicate why your opinion here should be valued - give a little detail about your background and your credentials. To win their trust, you must know something about your audience: a.. What sort of people are they? b.. How old are they? c.. What are their special interests? You must also try to find some common ground with your audience: a.. Begin with a point of common interest e.g. "I'm sure we all want to give our kids the best start possible..." a.. Anticipate their responses by using rhetorical questions e.g. "You're probably wondering where you'll find the time to ..." Use generalizations to persuade your audience to agree with you - people feel more comfortable when they know that, "80% of families use ..." or that "8 out of 10 teachers state that parental interest improves student grades ..." 2. Appeal to the Emotions We all know that people respond to emotional appeals more readily than to intellectual appeals, so utilize this in your advertising. There are three steps to follow: First, arouse an emotion - anger, fear, resentment, envy, greed, sympathy. Second, give a reason for the emotion - "your children are precious to you, don't risk their future by ..." Third, give your audience an appropriate course of action to follow - "Call now to ensure your place in this new ..." When appealing to the emotions, your most powerful tools are words - learn to use them to create the desired effect on your readers. a.. Words can have literal meanings (denotation) and emotional meanings (connotation)
    • www.marketingtrencz.com 73 e.g. a 'house' is a building where people live, but a 'home' is much more. a.. Some words have strong emotive appeals 'built-in' e.g. 'chaos' implies something much stronger than 'disruption'. a.. Select your facts carefully - choose only those that support your point of view. 3. Rationalize This is giving people good reasons to believe what you're telling them. We all do this to ourselves everyday. How many times have you said something like this to yourself, "My old car is going to start costing me money soon; I'd be better off buying a new one now"? Tell your would-be customers that they'll save money in the long run by spending it now and you've given them a reason to act immediately. Consider how you can use these persuasive techniques to sell your products or services. ________________________ Jennifer Stewart offers professional writing services . For those who want their own writing double-checked for accuracy, Jennifer offers proof reading or full editing. Website: http://www.write101.com Subscribe to free, weekly Writing Tips now. mailto:WritingTips-subscribe@onelist.com?subject=Tips **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Traits and Skills of Successful Internet Entrepreneurs (C) 1999, Marty Foley There are certain traits and skills that many successful online entrepreneurs have in common. Several mentioned in this article may seem simple, but don't overlook their importance. You may not personally be strong in all areas, but you can get by as long as you can delegate tasks that call for them to someone on your team that is. * Good Communicator Whether you are communicating by email, your web site, ICQ, web-based forums, or whatever, you (or someone in your organization) need to demonstrate good communication skills - especially good writing skills. Unfortunately, many online communications are very weak in this area. I'm not saying this to be critical, but to point out an area for improvement that we can benefit from by giving attention to.
    • www.marketingtrencz.com 74 Since we're all human and prone to making mistakes, our communications may not be flawless, but the more clearly and accurately we get our message across - with fewer mistakes in spelling, punctuation, and grammar - the more likely our prospects will grasp our message and take the desired action, and the more professional image we will project. However, that does NOT mean that we need to try to impress people with complex language. Research has shown that clear, simple language outsells complicated language. * Calculated Risk-Taker True entrepreneurs aren't necessarily foolhardy gamblers or risk-takers, but tend to be willing to take carefully calculated risks after careful thought and planning (thereby reducing the risk). This is better than dragging one's feet too long, suffering from "analysis paralysis," wasting precious time over-analyzing things. * More of a Doer Than a Dreamer Having dreams and aspirations about becoming a successful entrepreneur is all well and good. The problem is, it is much easier to dream than it is to roll up our sleeves and get busy making those dreams come true. Only when we do more doing than dreaming will we ever become successful. * Persistent As I've watched new online ventures come and go, and others (including my own) come and GROW, I've noticed that persistence is a key ingredient missing from many failed ones. And some are right on the brink of success when they quit! * Cautiously Optimistic Rather than have a negative outlook on life (which will eventually by conveyed to prospects and customers) successful entrepreneurs usually tend to have a "can do" attitude, and to see opportunity where others only see problems. * Goal Oriented Entrepreneurs take a lot of satisfaction in setting and reaching business-related goals. This isn't surprising, as all humans have a natural desire to find satisfaction in their accomplishments. * Customer Oriented Hit and run entrepreneurs don't usually last, but those that focus on understanding and satisfying the wants, needs and buying trends of their customers tend to thrive. * Passion for the Type of Business Entrepreneurs aren't just motivated by a desire to earn a living. They usually have such an interest in their line of business that it rarely seems like work to them. It helps them put in the long hours that getting a business up and running sometimes calls for. *Flexible Things change rapidly, especially online. The successful entrepreneur is willing to
    • www.marketingtrencz.com 75 overcome mistakes, meet new challenges head-on, and adapt to change. Doing so can mean the difference between success and failure. * Skilled at Marketing In business, as the saying goes, "Everything is marketing." The world can not and will not beat a path to your door to buy your "better mouse trap" if the world doesn't know about it. Regardless of what business you're in, marketing is the tool used to present the solutions that your products and services offer to the rest of the world. As legendary promoter P.T. Barnum said: "Without promotion, something terrible happens - NOTHING!" Like any other skill, your marketing can be improved through increased knowledge and practice. Invest in expanding your knowledge of marketing. Doing so can serve you well throughout your entrepreneurial career. Benjamin Franklin put it well, when he said: "An investment in knowledge always pays the best interest." Of course, there are lots of other skills and traits that successful Internet entrepreneurs have at their disposal, but the above list covers many of the most crucial ones. May it help you to also find success as an online entrepreneur. ----- Find out how Marty Foley went from a wage slave in the "rat race" to successful Internet entrepreneur Click now to discover this and other revealing success stories in Internet Marketing Goldmine: http://profitinfo.com/catalog/?rb150 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ KEYWORDS PLAY A KEY ROLE IN SEARCH ENGINE PLACEMENT Search engines are used 24/7 by Internet enthusiasts and researchers around the world to locate everything they need from A to Z. When someone is looking for the very thing that you sell, whose web site does the search engine direct them to? Does it reach your web site or your competitor's? Search engine submission is gaining growing popularity with each passing day, as site owners compete for top ranking. What exactly lands you on top? The answer to that question is not simple, as gaining exposure through search engines and directories is more complex and time consuming than one article will allow me to explain. But there are some interesting concepts that merit some experimentation. Search Engine Placement Many of the engines determine placement by keywords and phrases planted throughout
    • www.marketingtrencz.com 76 your site pages. This suggests that your site should be rich in words and phrases that relate to the products and services you wish to market. This concept would work best by actually deciding on which keywords and phrases you want to implement prior to actually composing the text. I'm sure you are asking about now, "Isn't that backwards?" Normally, it would be. But when we are speaking about search engines and how they work, this is an exception to the rule. Implementing Keywords and Phrases By choosing your keywords and phrases first, building your meta tags rich with keywords in the order of importance, and then designing your pages filled with your chosen keywords and phrases, you are going to substantially increase your potential for gaining a higher ranking on the search engines. As you are compiling your list of keywords and phrases, think about which words Your potential clients might be likely to provide in their inquiry to the search engine. Try to put yourself in the chair of the surfer. A short list of powerful, targeted words will probably obtain you higher placement, but it will also limit the number of keywords in which a surfer can input to find you. A longer list will rank you lower, but you will have a broader range of words that would be compatible to the surfer's words and phrases. There are many ways you can determine what keywords and phrases to use. Let's explore the following: 1. Go to any search engine and test your potential keywords by typing in a word and see where it leads you. Check out the top ranked web sites on several search engines by utilizing different keywords and phrases from your list and even add to your list the keywords and phrases they are using. 2. Use the plural form of the word. For example, instead of typing "cat," type "cats." In doing so, the search engine will pick up both forms of the word. 3. Key phrases are encouraged and should be used as an entire group of words with each phrase itself being separated by commas. Follow the example provided in this tag: <cats, black cats, wild black cats, house cats>. NOTE: commas also separate the phrases containing more than one word just as they were when we used the single words. 4. Create gateway, or splash, pages to your site that serve as a doorway for your visitors to pass through and optimize your site for higher placement. The pages must be compelling enough for your visitors to want to see more, but they must also be very short with minimal load time at two to three seconds. Create different meta tag descriptions that will stand out from those of your competitor. These pages are highly important to your search engine placement and serve to attract a larger audience of visitors to your site.
    • www.marketingtrencz.com 77 TIP: Conduct your own search on "How to Create Gateway or Splash Pages" and see what you find! Maximize your potential ranking by incorporating effective keywords and phrases, as well as splash or gateway, pages throughout your web site. From your title, right down to your page content, keywords and phrases will make all the difference in the world for your search engine rankings. _________ Rozey Gean, founder of the Women Entrepreneurs Online Network, (WEON), is a thirteen year veteran to entrepreneurship. Her expertise includes mentoring women in business and sharing her vast knowledge through written works. Visit her web site at http://www.weon.com Copyright 2000, Rozey Gean, All Rights Reserved Worldwid **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ THE BOTTOM LINE " FACE IT, nobody owes you a living. What you achieve, or fail to achieve in your lifetime Is directly related to what you do or fail to do. No one chooses his parent or childhood, But you can choose your own direction. Everyone has problems and obstacles to overcome, But that too is relative to each individual. NOTHING IS CARVED IN STONE! You can change anything in your life If you want to badly enough. Excuses are for losers! Those who take responsibility for their actions Are the real winners in life. Winners meet life challenges head on Knowing there are guarantees, and give it all they've got And never think it's too late or too early to begin. Time plays no favorites And will pass whether you act or not Take control of your LIFE Dare to Dream and take risks....... Compete! If you aren't willing to work for your goals Don't expect others to.
    • www.marketingtrencz.com 78 BELIEVE IN YOURSELF!" **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Search Engine Tricks Get listed on a major search engine and you could suddenly find 2,000 visitors per day dropping by your web site. That's free promotion that would otherwise cost youplenty. Recently it has been hard to get and stay listed on searchengines. One of the most important engines accidentally erased much of their database (including your URL!). Several more were taking new submissions but weren't registering them. Search engine expert Jerry West says you only need to worry about three: Yahoo, Alta Vista, and Excite. Together they account for 88% of search engine use. Get on Yahoo by submitting your web address at Canada.com. Both use the same database and Canada.com can have you listed in three days or less. Submit at dmoz.org. That's the page for the OpenDirectory Project which supplies the database for Lycos and Hotbot. Be sure to include Meta Tags in your site's html code. See Jerry's free manual at WebMarketingNow.com. ********************************************************************** See Kevin's 10,000 tips you can use now to promote your business for $1 a day at <http://DrNunley.com/>. New searchengine tips, free promotion tools, five marketing deals under $50, and Kevin's new book "How Websites Sell--Money-making strategies experts use to earn big incomes online." Reach Kevin at kevin@drnunley.com <mailto:kevin@drnunley.com>. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Business Plans Revealed: How to Write Your Plan and Why ================================ By J. R. Beach A business plan is your vision of where you want your business to go and how you’re going to get there. It’s a road map and, like a map, it helps to document the route on paper, rather than simply commit it to memory. A coherent, written plan is as important to your success as a set of blueprints is to a home developer. Without it, building becomes a chore.
    • www.marketingtrencz.com 79 As indispensable as it is, unless you’re using it to secure capital or financing, it needn’t be overly complex and exhausting. So let’s make it easy. We’ll cover some basic guidelines, enough to help you create one you can use. Here are six sections you should write into your business plan. COMPANY PROFILE This is the first section you’ll write because it drives the remainder of your plan. What is your company’s mission? What are you trying to do? This section describes why you’re in business. If this section reads "I’m in business to make money", you’re in trouble. Any company can say that. Instead, the profile section should describe how you’re going to meet the needs of businesses or consumers in such a way that you can make money. You make money by 1. meeting the needs of customers 2. at a price they’re willing to pay 3. at a cost at which you can make a profit MARKET ANALYSIS A critical component, this section should demonstrate your knowledge of the market in general. It involves thinking about what you can do better than others in the same business, and honestly acknowledging what can they do better than you. Look at your competitors, compare them with your company. What you’re looking for is what Xerox called a USP, a "Unique Selling Proposition" and what I call a JND, a "Just Noticeable Difference" that makes you unique or different. How is your industry doing? Is it growing? Shrinking? Are there barriers to entry that will keep others from offering the same product (service)? Are the big boys moving into your territory? Also consider: Is your competition local, regional, national or global? Consider external factors over which you have little or no control, such as the economy or changing laws or regulations. MARKETING PLAN This section outlines your sales strategies. You’ve got something to offer. Here you describe how you’re going to let people know about it. Advertising? Press releases? Direct mail? Word of mouth? Flyers? A blimp? Take whatever is unique about your business (your JND) and make it the hero. Use it to develop a positioning statement, such as "I will be the cheapest source of this product", or "I will add more value to the customer relationship than my competitors", or "I’ll deliver it faster than my competitors".
    • www.marketingtrencz.com 80 Consider how you’re going to obtain new customers and how you’re going to keep the ones you get. What are your goals for new business development? How many customers do you want? How many can you handle? This section also encompasses new product (or service) development. What will you introduce during the coming year? When and for how much? FINANCIAL PLAN This section addresses your short-term and long-term financial goals. It might be the least fun but the most important section of your business plan. You don’t have to be an Excel genius to do it. Here you determine your company’s start-up cost (if new) or overhead costs (if it is an existing enterprise). You look at pricing and potential for profitability. Your budget also is contained within this section. What are your fixed and variable expenses? List the various expenses and estimate how much you’re going to need each month. How much can you afford for advertising? You also outline equipment purchases, like a new PC or printer, a Zip drive or a new telephone. EXECUTIVE SUMMARY The last part you’ll write, the first section to appear, it sums up the overall intent of the plan. Write it as if you are going to show it to others to explain your vision. There, we kept it simple. If you need a more complex, detailed plan, here are some resources: Here you’ll find a business plan template http://www.moneyhunter.com This site has sample plans and some advice http://www.morebusiness.com Here are two software packages to help you create a credible plan. BizPlan Builder Interactive ($90, www.jian.com) offers a template to make a fill-in-the- blank plan. Business Plan Pro 3.0 ($90, www.paloalto.com) uses a wizard like the tax or financial software you’ve seen. As you write your plan, think beyond what you’re doing today to what you expect to do (or may be forced to do) tomorrow. Railroads failed because they thought they were in the railroad business instead of the transportation business. And remember the six Ps: Proper prior planning prevents poor performance. -------------------------------------------------------------- Mr. Beach is a marketing veteran and webmaster of award-winning BUSINESS-OPP.COM, featuring a unique Three-Step Process to make
    • www.marketingtrencz.com 81 money on the internet. All opportunities carry a money-back guarantee. Free marketing reports, resources and an excellent e-zine, all at http://www.business-opp.com/ **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ ADD SOMETHING EXTRA Want lots of customers to rave about you to their friends and business associates? Give them a little something extra. Studies show that little extras are the fuel behind word-of- mouth. When you add an extra cookie to the order, customers notice. When a customer starts talking, up to 100 people can eventually hear the story. A customer's referral is the most powerful marketing known. Look for ways you can deliver extras that don't hurt your bottom line. Include a free report, a brochure of helpful tips, or a bit of personal advice. Sometimes small gestures of kindness and concern can go a long way. Offer to find an answer to a customer's question on the Internet. Place a call or email several weeks after the purchase to see how things are working out for the customer. These days, even answering email quickly with a personal note can impress customers. Get involved with charities that your customers care about. See Kevin's 10,000 tips you can use now to promote your business for $1 a day at <http://DrNunley.com/>. New search engine tips, free promotion tools, five marketing deals under $50, and Kevin's new book "How Websites Sell--Money-making strategies experts use to earn big incomes online." Reach Kevin at kevin@drnunley.com <mailto:kevin@drnunley.com>. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ THE 5 STEP MARKETING CHECK LIST ------------------------------- Marketing is sometimes referred to as the "refined art of persuasion". But actually, true marketing begins from the moment you decide to start your business. Marketing is the whole of everything you and your business communicate to your customers; past, present and future. Below is my version of a quick reference check to marketing your
    • www.marketingtrencz.com 82 business. 1) Your Business a) Name should be descriptive, brief and easy to remember. b) Logo should plant an unforgettable image in people's minds. c) Present an image of being down to earth, yet professional. d) Operate your business with Passion, Honesty and Integrity. 2) Your Products and/or Services a) Quality is the Key. b) There has to be a Demand or Need. c) Your Profit Margin must support your efforts and overhead. d) Be Ready with Backend Products/Services. 3) Advertising a) Advertising should be constant and consistent. b) Set and stick to an advertising budget. c) Research and Test your Advertising. d) Get Free advertising in any "positive" manner available. e) Try various media to target your audience. f) Stick with Successful Campaigns. 4) Customer Relations a) Provide Accessibility for the Customer. b) Immediate and Decisive Action. c) Be Courteous at all Times. d) Be Friendly and Personable. e) Consistent Trouble-Shooting Techniques. f) Explain Your Actions. 5) Follow Up a) Without Repeat Business, Your Business Dies. b) Build Confidence & Loyalty by Checking In with them. c) Send out Catalogs, Brochures or Circulars. d) Always have another Product or Service ready to go. e) Offer Discounts or Special Offers for repeat customers. f) Personalize Your Follow Up, They're Part of the Family Now. This in no way come close to explaining the hows and whys of marketing. If you're getting ready to start a business, a business fledgling or an established Entrepreneur, consider the list above and examine how your business, product or service and customer relations are stacking up. Until Next Time! "Wild Bill" Montgomery >>>>>>>>>>>>>>>>>>>>>><<<<<<<<<<<<<<<<<<<<< Get The Best In Marketing & Business Information!
    • www.marketingtrencz.com 83 To Subscribe go to <http://www.MakingProfit.com> or Email to <subscribe-infozone@makingprofit.com> **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Creating Your Own E-book For Distribution by Libby Sinclair Creating your own e-book is an excellent way to generate traffic to your site for free. Information products are the hottest items on the internet right now. They are packed with great resources and your visitor has immediate access to the information. Your e- book will contain links back to your website so every time someone downloads your e- book, you are creating instant traffic for your product or service. Of course, you have to write an e-book that people want. Here are some tips to get you started; 1. Choose a subject to write about. Select something you enjoy or want to know more about. You also want to write about something your visitors are going to be interested in as well. Once you have decided on a subject that interests you, head over to GoTo's Search Term Suggestion page at: http://inventory.go2.com/inventory/Search_Suggestion.jhtml . Type in your subject and you can see how many people searched for your term. Try different keywords until you find one that will bring you results. 2. Now you need to start collecting the information to put in your e-book. Go to any of the popular search engines and type in the subject of your e-book. Pick out some of the more popular web sites and contact the website owners. Ask the website owner for permission to use their website and/or links in your e-book. This is a win-win situation. You get the information you need and it's free publicity for the website owner. You can also add a link on your homepage or in your newsletter asking people to contribute their links. 3. Once you have all of your information collected you have to start organizing it. Create a new folder on your computer and label it "Ebook". All of your html files/pages for your e-book will go in this folder. Start by creating a table of contents page. Divide your subject up into different categories and start creating pages for each category. You should now have quite a few html documents in your "Ebook" folder containing your table of contents page as well as all of your category pages. 4. When visitors download your e-book, you will want to provide them with links back to your site. You may choose to use text links throughout your e-book, however, you will probably want an attractive banner and/or logo on the cover. Here are a few places you can create your own banner or logo online for free; Cool Text - http://www.cooltext.com Create your own customized logos for free.
    • www.marketingtrencz.com 84 Instant Online Banner Creator - http://www.crecon.com/banners.html Create your own custom banner. Excellent banner template selection 5. Now it is time to put everything in e-book format. Fortunately there are a lot of products available that will do this task for you. I've listed below a free and low cost e- book creation product: Win Ebook Compiler - http://superwin.com/super.htm This software will compile and create your ebook. $39.95 6. Now start giving your e-book away. Add a link for your e-book on your homepage and in your newsletter. Send it out to all of your friends. Offer it as a free gift to ezine publishers. The ezine publisher benefits by offering great content to their readers and you get extra publicity. Below are a few ebook directories where you can submit your ebook for free; Biz Web Solutions Ebook Directory - http://www.bizwebsolutions.com/download/downloads The eBook Directory - http://the-ebook-directory.com About.com Ebook Directory - http://pages.about.com/publishingadm/ebooks1.html Start creating your own free ebook now! ****************************************** Libby Sinclair is the owner of Web Head Central, your directory of free website promotion resources at http://www.webheadcentral.com and Web Head Central News, your ezine for free website promotion resources at: http://www.whcnews.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ 10 Ways To Indirectly Get To The Top Of Search Engines! by Larry Dotson There are millions of web sites trying to get listed in the top 20 spots of the major search engines. That amounts to a lot of competition! I say if you can't get listed at the top, indirectly get to the top. How do you do this? Look up the top 20 web sites on the major search engines under the keywords and phrases people would find your web site. The key would be to then
    • www.marketingtrencz.com 85 advertise on those web sites. The most expensive way would be to buy ad space on those web sites. If you don't want to spend any money, you could use the ten strategies below. These strategies may not apply to every web site. 1. Participate on their discussion boards. You could post questions, answer other peoples questions, and join in on conversations. Just include your signature file and link at the end of your messages. 2. Ask the web site owner if they would like a free ebook to giveaway to their visitors. You could have them link to your web site or include your ad in the free ebook. 3. Submit content to their web site. You could write articles for their web site and include your resource box and link at the end of the article. If they publish it, you'll indirectly be at the top of the search engines. 4. Write an excellent article review of their web site, products or services. Then publish the review on your web site. E-mail the web site owner and tell him or her about it. They may link to your web site so their visitors read it. 5. Ask the owner of the web site if they would want to trade advertising. If you don't get as much traffic as they do, you could throw in some extra incentives. 6. Propose a cross promotion deal with the web site. You both could promote each others products or services together in one package deal. This means a mention and link back to your web site. 7. Give the web site a testimonial for their product or service. Include a little text link for your web site with the testimonial. You never know; it could end up on their ad copy. 8. Post your advertisement on their free classified ad section on their web site. You want to be sure you have an attractive headline so they will read your ad. 9. Post your text link on their free-for-all links page. You want to go back and post your link regularly so it stays towards the top. 10. Sign their guest books. You could leave a short compliment about their web site on their guest book. Just include your signature file and link at the end of your message. ---- 2213 Pages Of Internet Marketing Information! 1075 FREE Internet Business eBooks, Web Books and Courses! Visit: http://www.ldpublishing.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
    • www.marketingtrencz.com 86 SIX LITTLE USED ONLINE MARKETING STRATEGIES by Larry Dotson 1. UTILIZE YOUR KNOWLEDGE Do you have extensive knowledge in a particular subject? Offer people free consulting or advice on that subject via e-mail if in exchange they either link to your web site, run your promotional ad in their e-zine or place your banner ad on their web site for a set period of time. 2. BECOME A PUBLISHER Publish e-zines for other people for free. In return for your work in designing, updating and gathering content you request that your promotional ad be placed at the top of each issue. Their duties will be to promote and send out each issue to their subscribers. 3. PERSUADE THEM TO SIGN A great way to get e-mail addresses and testimonials for your online business is to ask people to sign your guest book. The problem is a lot of people won't take the extra time to sign your guest book. An effective way to persuade them to sign your guest book is to give them something free in return. 4. CREATE AN E-MAG Publish your e-zine in ebook format. You could offer more articles per issue. You could add graphics with the articles just like in print magazines. Your advertising revenue would increase because you could charge businesses for full page color ads. 5. TELL THEM WHAT'S NEXT Get your visitors excited about revisiting your web site. Tell them about upcoming articles, prize drawings, free stuff, etc. If they know what's in store for them, they will revisit. Tell then to sign up for an e-mail reminder or tell them to bookmark your web site. 6. SHARE YOUR INFORMATION Create a web book that's related to your web site topic. Give people the option of linking to the web book so they give it away to their visitors. Put your ad on top of the title page to get free advertising. This strategy will easily multiply your advertising exposure. About the Author: 1075 FREE Internet Business Related E-Books, Web Books And Virtual Courses! Visit: http://www.ldpublishing.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Finding Your Target Market on the Web By Martin Greening, martin@ezine-traffic.com --------------------------------------------
    • www.marketingtrencz.com 87 One of the most common questions people new to Internet business ask is, "Where do I find my target market?" Most of these people know exactly whom they want to sell their products/services to, but they have no idea where to find them on the Internet. Most of the people selling online are offering a good product or service, but many of them aren't making any sales. What's the problem? It's not their product. It's their marketing, specifically where they are marketing. Hundreds upon hundreds of Internet entrepreneurs are making the very same mistakes every single day. They are under the impression that placing their URL on FFA link pages and submitting to billions of search engines will attract tons of ready to buy shoppers to their website. Could they be more wrong!? These tactics are kind of like trying to sell ice to Eskimos. They have no need to buy ice when it's all around them. The same is true for most of the people who are attracted to these websites. They have no need for what's there. So how do you find your target audience? First of all, you have to think like them. Put yourself in the place of your customers. What do they want? Where will they go looking for it online? The obvious answer is search engines. Yahoo! isn't the most visited website on the Internet for nothing. But unless you're willing to spend months just trying to get a top ranking, or pay someone big bucks to do it for you, this isn't the best way to find your audience. Okay, we've ruled out search engines as the best place to find your target market. What's the answer then? Ezines and newsletters. Why ezines and newsletters? Why do people subscribe to an ezine? They're interested in whatever the topic of the ezine is. If it's about Internet marketing, then the readers are interested in Internet marketing. If you're marketing products designed for Internet marketers, what better place to advertise than in a publication with a subscriber base made up completely of Internet marketers? All of them are potential buyers. No longer are you trying to sell ice to Eskimos, but to desert nomads looking for ice! Advertising in ezines and newsletters is very effective and it works! There are millions of subscribers around the world who are receiving ezines on a regular basis because they are interested in hearing what the publisher has to say. So how do you place an ad in an ezine targeted to your audience? First you have to find an ezine whose topic matches your target market. There are several searchable directories online that list ezines organized by subject matter. These directories usually list contact information, advertising rates, and circulation. Try out one
    • www.marketingtrencz.com 88 of these: http://www.lifestylepub.com http://www.ezineadsource.com So check them out, find a targeted ezine (maybe this one?), and place an ad! You'll be amazed at the number of buying visitors who drop by your website. ----------------------------------------------------- Martin Greening is an avid Internet marketer and is currently looking for motivated individuals to fill a small group of top leaders in his new organization. Potential is limitless. Please check out http://www.roibot.com/w.cgi?R347_hb for more details. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ HOW TO WRITE EMAIL MESSAGES THAT GET READ! By Jim Turner (c) 2000 ==================================================== Email is a very effective tool for promoting and selling your products online. You can contact many prospects at once using non-spam techniques, for very little money. You can target your message to those most likely to buy what you have to offer. But many marketers are making crucial mistakes daily! I see them in my inbox, as I'm sure you do also. Here are some tips for getting more prospects to at least read your message and not put it into file "13." (1) Use a Killer Benefit in the Subject Line. This is one of the most under-utilized techniques that I witness on a daily basis. You must grab the readers attention with your subject line. This is done by telling the reader what's in it for them; what problem(s) are you going to solve for the reader. It should be constructed like a a short attention grabbing, curiosity arousing outer envelope teaser used in the offline world. Don't forget that you are competing with all the other messages in your readers inbox list. Keep it brief and to the point. Try to use no more than 30 characters. If you have the capability with your software, use the person's first name in the
    • www.marketingtrencz.com 89 subject line. This is powerful! Most folks love to see their name in print. (2) Make Use of the "FROM" Line. The "FROM" line identifies you as the sender if you're mailing to your opt-in list. If you're mailing to a rented list, you might want to use the list owner as the sender. This is very effective with opt-in lists where the list owner has a good relationship with its members. If you're sending out your ezine, you may want to use the name of your ezine in the "FROM" line. I use my own name in this field. My list members recognize my name, so it has a better chance of being opened among all the other messages. (3) Use the Word FREE with Extreme Caution. Although you hear a lot about the power of the word FREE and the impact that it can have in your advertising, you need to be discrete in how you use it in your email messages. Many people see the word FREE as a tip-off to spam messages. You should avoid using it in your SUBJECT line. The reason is the "spam filter" software some Internet users have installed to screen their email. These filters eliminate incoming email and many identify any message with FREE in the SUBJECT line as promotional. (4) Use Powerful Copywriting! Lead off your message with a benefit-rich headline or lead-in sentence. Try to capture your readers attention immediately. You have only a split second to get their attention before they hit the DELETE key and move on to the next message. Give the reader a mini-version of your complete message. Tell them what your offer is and give them a reason to CLICK on something very quickly, such as an email address or a URL that has more information about your offer. After the first paragraph, provide your complete offer in terms of features, benefits, testimonials and any other information that you feel will help the reader make a decision. Close by repeating your offer and asking for a response now!
    • www.marketingtrencz.com 90 (5) Use Lots of White Space. Use wide margins. It's very difficult to read across the full width of a computer monitor. The ideal line width is 55 to 60 characters. Avoid the weird looking line wraps that result from not using hard returns at the end of each line. Insert double spaces between paragraphs and titles. (6) Avoid ALL CAPS! This can be very annoying to your reader. It's difficult to read and in the online community, all caps give the impression that you're shouting at the reader. You can use all caps in certain cases, such as in titles and subjects and to emphasize certain key words. (7) Project the Right Tone. Don't try to "sell" the reader. No one wants to be "sold," they want to be helped. Be sure that you appear to be friendly, helpful, and educational. Do not use the hard sell approach. Hype is becoming ineffective, people have seen too much of it. All they want to know is how you're going to help them solve their problem. (8) Give Them a Way Out! Always include a means for the reader to opt-out. It can help you avoid getting flamed by people who feel they have been spammed by you. Even if it's your opt-in list that you're emailing, it's an expected courtesy that you provide the recipient with a way to prevent further promotional emails from being sent to them. You can include a statement at the bottom of your message that simply says, "We respect your time and privacy, and pledge not to abuse this privilege. If you prefer not to receive further emails from us of this type, please hit REPLY and put REMOVE in the SUBJECT line.
    • www.marketingtrencz.com 91 ========================================== Jim is the Publisher of WebPROFIT Tips Newsletter and author of the new manual "Online Moonlighting dotCOM" that shows Internet marketers how to build multiple streams of profits online while holding down a full-time job. For more information, visit his Web site at http://www.webprofitsource.com/ml.htm or subscribe to his newsletter at mailto:tips@webprofitsource.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ "Screaming Your Headlines Can Increase Your Response" By Chuck Crawley As Internet users we are all aware of the fact that *it is not nice* to type in *ALL CAPS*. This is considered screaming on the net. However, if you are placing your ads in Electronic Magazines (Ezines), then putting your ad headlines in a *screaming format* (ALL CAPS) will draw more attention to your ad. Also, centering your headline within the 55-60 character space that is allowed for most Ezine ads will help to make your ad *stand-out* and therefore give you an additional advantage. Sometimes just a *little* change in your headline can increase your response rates *though the roof*. ----------------------------------------------------- "New Software claims Blistering Fast Web Speeds" Guaranteed to Work and a Great Moneymaker Too! http://unionez.net/adsezine/Turbopage.html?SHLine ----------------------------------------------------- **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ PLAN YOUR WORK...WORK YOUR PLAN...AND SUBSTITUTE BY PRIORITY Whether you are a one-income or two-income family and especially if you are a self- employed person, planning your work is critical to your success. Career individuals usually have set goals. The action plan for their achievement is the critical part. What is it going to take for you to achieve your desired end result? What do you need to accomplish in the days, weeks, months and years ahead to get where you want to be? Going through life working without a plan is like taking a cross-country trip without a map.
    • www.marketingtrencz.com 92 PLAN YOUR WORK 1. Set goals for yourself. 2. Write all your goals down on paper. 3. Next, create an ACTION plan for accomplishing your goals. 4. Write down your Action Plan. Include as much information as you can, even down to the hour. Include the work you know you will do, but also include the work that you know you "should" do but usually don't. Remember to include your fun and recreational time as well. All of this work will reveal results. Write down the results you know you will achieve and you have "planned your work." WORK YOUR PLAN Now, "work your plan." On a daily basis, do all the things you've planned on doing. There will be occasions when you don't FEEL like doing your work. So then how does the professional journalist write the article when he doesn't FEEL like writing the article? HE WRITES THE ARTICLE! Working your plan sometimes means working when you don't feel like it. Make working your plan a habit. Make a habit out of getting things done and doing them now. SUBSTITUTE BY PRIORITY There will, of course, be times in which circumstances require your immediate attention. Clearly, these situations become priorities. However, once your priorities are taken care of, it's back to work. Make all necessary adjustments and get back to work on your action plan. Plan your work, work your plan and substitute by priority. . .making this strategy a habit will bring you great rewards in your business endeavors and lifetime achievements. _________ Article by Lucille Whiting, owner of the All-Mortgage-Services.com web site at http://www.all-mortgage-services.com/jump/index.shtml, a web site that helps people pick a mortgage to suite their financial needs. Visit her web site and secure the funding you need today! Copyright 2000, Lucille Whiting, All Rights Reserved Worldwide **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ "How to Generate Multiple Streams of Revenue from Your Online Business" by Marc Goldman
    • www.marketingtrencz.com 93 The biggest mistake that people who run an online business make is to rely on only one product or service as their sole source of income. Don't get me wrong, if that one product or service is providing you with all the income you need or desire, then by all means continue on that path. However, most people who make their living on the web do so by maintaining several profitable revenue streams that bring in a steady and dependable flow of income. This does not mean that you have to develop several of your own products and/or services. There are many other ways to find additional sources of income, some are right under your nose. 1. Sell advertising space: If you publish an opt-in newsletter you already have an extremely powerful vehicle for reaching a target market. If you have 1,000+ subscribers you could begin selling advertising space in your publication. As soon as those wishing to target the same market are made aware of your newsletter offers to purchase ad space will begin to flow in. Some newsletters with high circulations (over 15,000 subscribers) bring in anywhere from $1,000-$10,000 a month just from selling ad space in their ezines. TIP - In order to make potential advertisers aware of your newsletter and the advertising packages you offer, you should make sure your newsletter is listed in the 40 or 50 ezine directories available on the web. You can also generate a revenue stream by offering banner advertising space on your website. This is one of the easiest types of online advertising to sell. You simply need to install banner ad serving software and provide advertisers with a way to track their ad campaigns and measure their effectiveness. If you do not wish to go through the trouble of setting this up and managing it on your own, you can use the services of a third party company such as Doubleclick. They specialize in bringing together advertisers and websites offering ad space for sale. 2. Joint Venture: Form strategic joint ventures with other websites or newsletter publishers who offer a non competitive product or service that your audience would be interested in. One of the simplest joint ventures, albeit not the only one, is to participate in other peoples affiliate programs and make a personal recommendation of their product/service to your audience and both parties reap the benefits. Here are some tips to help you develop the most effective joint ventures possible: a. Be very selective in what you recommend to your audience (i.e. customers, subscribers and website visitors). If your website is cluttered with banner ads for several different products or you send out solo mailings endorsing a new affiliate program to your subscribers every other day, you decrease your credibility which in turn decreases the effectiveness of your endorsements. This naturally lessens your profit potential. Remember, you always want to maintain the trust you've built up with your audience especially since it has been proven to be easier to sell to your existing customers than it is to someone who has never before had dealings with you.
    • www.marketingtrencz.com 94 Therefore, you must always try to be as selective as possible when forming your joint ventures. Carefully examine the affiliate programs and other products and services you endorse to insure that your audience can definitely benefit from them. Do not think solely of your bank account. This way your personal recommendations will carry a lot more weight with the people who trust your opinion. This is how people really make money with joint ventures. b. If you wish to create a joint venture with someone who does not offer an affiliate program but offers a high quality product or service, you should not hesitate to approach them and offer to market their products/services to your audience in exchange for a share of the profits. Keep in mind that not everyone will respond to your offer and the ones who do may not fully understand the concept or the potential power of joint ventures. Patience and some time spent educating your prospective partners will go a long way here. Make them aware that joint ventures are win/win situations. Many of your joint venture partners may also be looking for additional revenue streams. If you own your own products/services you can offer potential joint venture partners the ability to recommend them to their audience for a split of the profits. We have used this joint venture technique to promote our http://www.goldbar.net/yoap/d.cgi?index-1003 Ultimate Marketers Resource to a much wider audience than we would have reached on our own. 3. Consider purchasing reseller or reprint rights for software or information that your target audience would be interested in. For example, if you have a website or newsletter that focuses on stock market information you can look for software that helps your audience track their portfolio and analyze stock trends. Try to make a deal with the software developer to resell his software to your audience. Many of the developers on the web offer various reseller programs and opportunities where you can purchase several copies of their program at wholesale and then resell them at whatever price you choose. Reprint rights involves purchasing the rights or ability to sell someone else's information (ebooks, books, manuals, website content, etc.) for full profit. However, at no time do you take credit for creating the material. As long as you pay the one time fee you can then sell that information for whatever price you choose to your audience. This is one vehicle that many folks in the Direct Marketing business use on a regular basis to generate a very profitable revenue stream. 4. Consider other non-traditional methods for earning revenue from your online business. For example, if you spend quite a bit of time online running your business you could join a program that pays you to be online. For example, Alladvantage http://www.alladvantage.com/go.asp?refid=LCK128 offers a free to join service that pays you to place a small toolbar on your website and receive banner ads while you are connected to the internet. This will not make you a millionaire but it will provide you
    • www.marketingtrencz.com 95 with a real and consistent flow of money that can be considered an additional revenue stream. When you open your eyes to the potential income opportunities that exist online and you set up several streams of revenue then you can begin to expect a constant and predictable flow of income from your online ----- Article by Marc Goldman, Goldbar Enterprises subscribe to The Marketers Resource Weekly: The Free Internet Marketing Resource for the New Millennium. Subscribe at http://www.goldbar.net Discover the exclusive members only website that will propel your business to dizzying heights. http://www.goldbar.net/yoap/d.cgi?index-27 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Creating A Benefits Web Page ================================= © 2000, by Gauher Chaudhry One of the most powerful methods of marketing your products or services on the Internet today is to create a benefits web page. Let's face it, customers are interested in knowing how they will benefit from purchasing your products or services. Most companies waste precious space in brochures, pamphlets and web pages writing about themselves and not enough about the potential customer. Do you really care if a web hoster has been in business for ten years? No, not really. What you do care about is whether they can provide you with unlimited 24 hour support in case you have a problem! Most customers want to know "what is in it for me?," if they purchase your products and services. You will quickly find potential customers tuning out to your sales message if you do not talk enough about how THEY will benefit by doing business with YOU! Creating a benefits web page will also help create a perceived difference from your competitors. You and your competitor could be providing the exact same service that benefits the potential customer, but you could gain a huge advantage by directly spelling it out to the customer. An example of a benefits page for an Internet Service Provider could be as follows: <-- Example Starts Here --> Here are five good reasons why you should get your Internet access through Dave's
    • www.marketingtrencz.com 96 ISP service: 1. We will provide you with unlimited 24-hour telephone support through our toll-free 1- 800 line. 2. We guarantee that you will never get a busy signal trying to connect to the Internet or we will give you one month of free Internet access. 3. We will personally install the latest Microsoft or Netscape browser on your personal computer. 4. We will provide you with ten megabytes of free web space on our servers for your own personal web space with up to five different pop email accounts. 5. We have fast and reliable T1 lines, therefore your connection to the Internet will never be slow. <-- Example Ends Here --> This benefits web page explains specifically how a potential customer will benefit by doing business with Dave's ISP service. Ken's ISP service could provide exactly the same benefits listed above and even more, but without specifically stating it anywhere; Dave's ISP service will get the sale. Think about the products and services that you sell. How does your potential customer benefit? Once you get those points down on paper, create a web page where your customers can view those points. It does not necessarily have to be about the products or services that you sell. It could simply be about your business or the services your business provides. For example: "You will always receive friendly and courteous treatment from our expert staff here at Dave's ISP service." Some advertisers do not realize how powerful a simple statement like the one above can be in persuading a customer to do business with your company. Tap into the human mind and make the customer feel confident about doing business with you rather than your competitors. I have used this strategy when it comes to selling advertising space in my ezine with great success. I specifically state why an advertiser should advertise in my ezine rather than a competitors. This has dramatically increased my conversion ratio from a simple prospect to a satisfied customer. Do not let your competitors steal your sales away. Gain a competitive advantage by setting up your benefits web page today!
    • www.marketingtrencz.com 97 ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Gauher Chaudhry is the author and publisher of a new book "EZ Money With Ezines." Gauher teaches you step-by-step how you can make a fortune in the ezine publishing business using proven techniques. For more details, please go to http://www.freecoolcash.com/ads/ez1.html **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ When All Else Fails - Don't Quit! © 2000 by Claudia Chestelson, URelate.com There you sit. Staring at a computer screen. Feeling as if nothing is happening with your life. Feeling as if your "business" is simply a waste of time. Feeling like quitting! DON'T! That's what most people would do... But you're not most people. In fact, you are extraordinary, and capable of reaching a level of success that you only dream about now. You just need to change your outlook and start believing in yourself TODAY! I have discovered that there are three constants in life: 1. Murphy's Law 2. The Great Unknown 3. Success Streams Let's discuss each one... ==> Murphy's Law Murphy's Law covers what I think of as "the small stuff." * The ladder that's supposed to reach theceiling, doesn't. * The check that was supposed to be in themail, wasn't. * The tire that was supposed to be filled with air ready to roll, isn't. Instead, the ladder is too short, the check doesn't arrive and the tire is just sitting there, waiting to be discovered as you hurriedly dress for THE job interview of your life. ==> The Great Unknown The second constant in life concerns the Great Unknown – circumstances that each of us must face -- good or bad, but which are completely unexpected. * SUDDENLY, you are confronted with a terminal illness.
    • www.marketingtrencz.com 98 * SUDDENLY, Great Aunt Harriet dies and leaves you $25,000. * SUDDENLY, you receive a do-or-die job offer that forces a move to another state, or another country! These situations cause stress, excitement, and change. ==> Success Streams The last constant in life involves what I call "Success Streams." These are the never- ending activities that we are RESPONSIBLE for and are IN CHARGE of every single day of our lives. Success Masters -- those who have achieved success because that's what they intended to do -- know and recognize these success streams. They know, like us, that life happens. What the Success Masters have mastered is knowing emphatically WHAT TO DO WITH life as it happens! Most of us get lost in the little stuff. We spend eight to ten hours every day spinning our wheels around the little details, forgetting or never understanding the big picture. YOU are the center of your universe -- your life. Not to say that others in your life don't matter, but that YOUR life revolves around you... what you do, where you go, who you talk with. Good or bad, YOUR life is YOUR universe. So, how are you running your universe? What are the laws that govern your universe? Are they creating success for you? Or are they keeping you from reaching your goals? Some key questions to help you decide how effective your "universal laws" are might be: * What does your checking account(s) look like? * How much money have you saved or invested? * Did you set and reach financial goals last year? * Are you satisfied with the way your body looks? * Is your business making you as much money as you want? Do you know that you CAN DO any ONE THING in a span of eight months, or four months, or even 24 hours? You CAN! Notice how, when there's an emergency -- a REAL emergency such as when a loved one is injured, you're fired from your job, your spouse leaves -- you drop everything and deal with that emergency and nothing else? All thoughts, all energy, all adrenaline goes into that particular emergency until it is handled, until it's complete and until you have done the very best you can do to solve that problem, to deal with that emergency. Want to reach a particular goal? Treat it like you would an emergency. When one thing you try doesn't work, try something else. When that doesn't work, try another tactic. When that one fails, look for other choices. Don't have any more
    • www.marketingtrencz.com 99 choices? Find some! Whatever you REALLY DESIRE, right this minute -- become obsessed with it. Do it over and over and over and over... DON'T give up! DON'T quit! DON'T throw in the towel! Keep pushing, keep plugging away, and I PROMISE YOU... you'll make it. You can't lose! Be prepared once you've changed your attitude and begun this process to achieve a different -- better -- result than you ever imaged you would! You see, energy -- all that energy that you have been throwing into your passion -- develops a life of its own... YOUR GOAL LIVES when you give it energy. So, stand up, take a deep breath and go for it! YOU CAN'T FAIL... "Nuture your mind with great thoughts, heroes are made by believing." --Benjamin Disraeli ---------- Claudia Chestelsonis a professional success and motivational counselor, and the publisher of Daily Success Journal, a free daily ezine for those who want to create a successful online business by learning from, and emulating the masters who have already achieved financial freedom -- or who are well on their way to it. Contact Claudia and subscribe to Daily Success Journal at http://www.urelate.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Creating Your Own Product For Profit! (c) by Wes Blaylock Creating a product is much easier than people think it is. A lot of people have been on the net a long time and are still marketing affiliate programs. Although I have nothing against affiliate programs, I just think it would be much more profitable for you if you created your own product and started your own affiliate program. Think about how hard you work for that affiliate program you are promoting. Now don't you wish you had somebody like you promoting YOUR product? I bet you do. Look how far Cory Rudl came. He created a $27 book. He learned how to sell his book and then came out with a marketing course. He now has one of the most successful affiliate programs on the net. Thousands of people advertise his site for him everyday. Can you create something worth $27? So how do you create your own product? Well ask yourself what you are good at. Can you cook? Are you a good speaker? Do you really know how to save money? What are you good at? If you have one thing you are really good at that other people would be interested in, you can have a great product.
    • www.marketingtrencz.com 100 If you don't have anything your good at, then think of friends that you have that are good at something. Here's an example: I can't cook worth a hoot, but my mom is one great cook and I have 2 friends that are head chefs in good restaurants. Right now I have them working on a Kitchen Tips booklet. Now this won't sell for much, but it is a 2 step process. I would sell the tips booklet for about $5 and make a $3 profit on each book. The plan is to sell them by the hundreds and keep every customer's address. Once I have a big enough database, I come out with a cookbook from my friends and mom that sells for $39. See where I’m going here? If they bought a $5 info packed tips booklet, they might think, Wow I wonder how much great info I would get for $39. Creating a book isn't the only way to go. If you know somebody that has a great talent in a specific field, do an interview with him/her and record it. Now you have audio tapes. Have somebody else build you a product. There are plenty of programmers out there that would build you something you could sell, as long as the programmer gets some money out of it. Either buy the resell rights, or give him/her a percentage of every product out the door. I knew a guy who used to go to business seminars every weekend. He kept telling me how good they were and that if only he could have their information in a book, he could sell it and make a fortune. Well I told him to go buy some video equipment and get to the seminar early. I told him to ask the speaker if he could video tape the seminar, duplicate it, and resell it. He did and the speaker said yes but I want 20% of all profits. That's pretty reasonable if you ask me. They wrote up a quick contract and there he was, sitting in the back of the seminar with his video camera. He made 2, two hour tapes on business building and sold them for $69. Think you could gather up enough info to charge for a monthly newsletter? You could become your own internet researcher and put together a 2 page report on a specific topic in a niche market. You don't actually have to know anything, you just have to find information about that specific topic and make sure that it is something people want to know about. You could charge $1 per month for a subscription. You might be saying, 1 dollar, is that it? Think if you had just a few thousand subscribers at $1per month! That's not bad at all for writing about something you like. This is just the tip of the iceberg when creating your own product. So reread this article and think of a product you could make that people would want. Now get off your butt and put it into action. You will thank me later. See you at the bank, Wes Blaylock Wes Blaylock is the publisher of The Marketers Pick Newsletter! Discover the latest and greatest internet marketing techniques and strategies by receiving your free subscription! Subscribe at http://www.muchsuccess.com today!
    • www.marketingtrencz.com 101 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ FIVE POINT PLAN FOR PROMOTION By Pamela Heywood There are no secrets: there are no magic formulas. Forget about making money fast while you sleep. Sure, you can automate processes so that your business continues to operate while you are snoring away, but there is no substitute for your initial application and hard work. That's the bad news. The good news is that it isn't difficult. The even better news is that most of it can be done for FREE. OK, assuming that you have built a website appropriate to your business (no, one of those self-replicating ones will NOT do!) and that you are publishing a regular ezine. Both need content: both need quality, but there's plenty of help out there to achieve it. Now what you need is traffic, or in less technical terms, people looking at your site, your business, what you have to offer. How? Every single day we are bombarded with plans andschemes which claim to beat the system, drive masses of traffic to your site, make you rich overnight, all your dreams come true so that you'll live happily ever after. All similarities to a fairy-tale are decidedly intentional. It is confusing. Where do you start? Now I am not saying that these things don't work, except the ones which are undoubtedly scams! Generally, every single one will give you some benefit, some link out there, but no single one is the magic answer. No matter what they claim. Doing them all will take time, but if you work through methodically, each and every one will help you in some way. So to eliminate some of the confusion, here is my Five Point Plan for organizing your promotion and traffic building efforts. It isn't the be-all and end-all either, but it is a good, organised start to a regular process. Incorporate one item from each step each and every single day and you will keep making a little progress and after a while it becomes self-perpetuating. Build subscribers to your newsletter and keep sending them back to your site for something; offers, content, freebies. These will be your best customers: your best sales force. Concentrate on building rapport with them and above all make it real easy for
    • www.marketingtrencz.com 102 them to recommend your site. Consider http://recommend-it.com and give them an incentive for doing so. Submit to search engines once a month. Your daily chore is to ensure that your site is fresh, your META tags in place, your links live, etc. I recommend http://SelfPromotion.com You can use it for FREE or pay a small amount to have your details kept in the system to simplify repeat submissions. You will find all the information and guidance you'll ever need right there and this service works. You get listed. Concentrate on getting reciprocal links with other sites which are similar to and complimentary to yours. There are specialist directories for finding people who want to swap links, try http://www.swap-resources.com or use the search engines and find out who is linked to your competitors. Write and propose swaps to the webmasters. You'll get as much, if not more, targeted traffic from these links than you will from the search engines, plus having links back to your site will improve your ranking on the latter because of the way the link-popularity algorithms work. Make sure those who link to you are listed on the search engines. Do it for them if they are not. Once a day, submit to one links network, classifieds or FFA network or some such similar entity. Again, this takes a few moments and is a no-brainer. It won't get you direct traffic because mostly no-one sees them, but it does help keep those links topped up to improve your rankings. Repeat steps 1-4 incessantly. ------- Pamela Heywood is webmistress of http://www.tucats-design.com where you will find services and resources for building, maintaining and promoting your small business on the net. Find out why TuCats is Purr-fect! You can also subscribe to the weekly TuCats Mewsletter (sic) mailto:subscribe@tucats-design.com and get regular FREE hints, tips, articles, freebies and resources. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ 'The Two Interrelated Tasks of Real Web Marketing' by Scott T. Smith of Copywriting.Net As you market on the Web, there are two things you should always keep in mind: 1. Not every lead turns into an immediate sale (or any sale at all...) 2. Your Web sales process can always be refined People get very excited when they first generate a lead online. After all, this lead may
    • www.marketingtrencz.com 103 very well BUY! But here's why they shouldn't just sit back and wait for the virtual terminal to 'ring'. The Internet is a very compelling environment. That lead can easily get distracted and pulled away to somewhere else, and the result is often...no sale. Of course lots of things factor into this: the strength of the words on the Web page, the clear sales path through the Web site, the professionalism of the site design, the right price for the product or service, and so on. All of these are specific elements that can be tested and refined for better results. But the reality is that not every lead you generate will become a paying customer. And you shouldn't worry about it. What you should do is view your Web marketing in terms of two separate, closely related tasks: 1. Getting an increasing number of leads through your Web site doors 2. Converting an ever-increasing percentage of these leads to sales These are the two interrelated tasks of real Web marketing. Concentrate your energies here, refine your processes, and you cannot help but succeed. ... 'Make Profit Happen' ... .. <http://www.copywriting.net> .. .__Hand-Tailored Marketing __. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ How To Start An Online Business That You'll ENJOY Written by Larry Dotson & Stuart Maynard Contact email - mailto:stuart@ezine-traffic.com ================================================= When starting a venture on the Internet, many people go looking for the perfect 'money making' opportunity. Let me give you a little bit of advice. Starting an online business shouldn't just revolve around the income generating side of it, as this article will prove. There are numerous ways to create income with your web site. You should consider making a living doing something you love or enjoy, then you won't mind the long hours and late nights you'll spend making the business successful. And believe me, those late nights can be very hectic if you're not working for enjoyment!
    • www.marketingtrencz.com 104 Idea # 1: Your web site could be related to a favorite hobby like collecting rare coins. You could sell a booklet about collecting rare coins, and include tips and information you've learned over the years. Idea # 2: You might enjoy playing golf in your spare time. You could create a web site directory or search engine that includes links to thousands of web sites about golf. You could generate income by selling ad space on your web site to golf related businesses. Idea # 3: You may have a skill or an education in business management. You could charge other businesses to consult them on management issues via email from your web site. You could add on a second income stream by joining business related affiliate programs. Idea # 4: Your web site could be related to a favorite pastime like bird watching. You could create an e-zine about bird watching and sell subscriptions to it from your web site. Another option would be to give it away for free and sell advertising space in your e-zine. Idea # 5: You might enjoy cooking and creating new recipes. You could create a web site that lists cooking tips and recipes. Publish part of your recipes on a private web site and charge people money to get access to them. The bottom line.... Don't just start a business with your web site to earn money alone. You'll have a better chance of earning a lot more money doing something you enjoy. You want to wake up in the morning being excited and enthusiastic about working on your business. As I always say, "Motivation breeds success", and the only way you'll be completely motivated is if you choose to work in a business that you'll completely enjoy. Until next time, Stuart Maynard is a professional Internet marketer who devotes his time to showing people like YOU how to profit more than ever before with his AMAZING steps to success. Get free EXCITING information and a FREE jam-packed newsletter only at the URL of: http://www.thefuturebusiness.com ****************************************************************************************************
    • www.marketingtrencz.com 105 $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Search Engine Spamming - Don't Go There! Copyright 2000 by Willie Crawford In the quest for more traffic, some people do anything they can think of to get a higher search engine listing. They reason that a higher listing will bring in more traffic, and it usually does. However, there are some things that MAY only temporarily boost your search engine rankings, and also MAY get you banned from some search engines altogether. If you use these techniques, just when your campaign is ready to take off, you will find your pages removed from the listings completely. What are some of the things that you should not be doing if you want your search engine listings to aid your long-term business growth? What are some of the things considered spamming the search engines? - Keyword stuffing. This is putting your keywords on your page over and over again in hopes that it will be ranked higher for that keyword. There was a time when you could insert a section into an html page that just repeated a keyword hundreds of time. This made that page seem to be more about that keyword and it did help in ranking for that keyword. Now, search engines look for this and ban such pages. - Listing unrelated keywords. There are many programs, and many sites, that will tell you what the most popular keywords being search on are at any given time. Some people add these keywords to their metatags in hope of capturing some of the traffic researching that topic. Putting keywords in your metatags that have nothing to do with your website will get your pages banned. The search engines check for this. Your competition checks for this - and WILL report you. Surfers who go to your webpage in search of a topic only to see that your site is about something else will also complain loudly to the search engines. The search engines want their users to be happy since that's part of how a search engine gets repeat users and earns money. When a user complains about a site defeating the search engines purpose, the search engine is inclined to respond - by removing your page and perhaps even your entire domain from their database. - Using invisible text. Text that is the same color or very similar to awebpages background is invisible to the surfer but not to search engine spiders. This is another way used to stuff extra words into a page to up its ranking for a given term. It has the same effect as keyword stuffing listed above. Many search engines now look for this questionable practice. - Using very tiny text. Using text so tiny that your average webpage viewer cannot see it has the same effect as using invisible text. For that reason, many search engines consider it spamming and do ban such pages. - Using nonsensical text. Another way to pack your target keywords phrases into a page is to add them to sentences. If you try to weave your keywords into a sentence too many times it will not read logically. There are people who will use a phrase numerous times in a completely nonsensical sentence. Their competition and surfers coming
    • www.marketingtrencz.com 106 across these pages will report such pages to the search engines and they will be removed. Some search engines also check for pages where the same words appear on the page a disproportionate number of times. These pages are ranked lower than "normal" pages. - Pages with quick refreshes or redirects. Some pages can be designed to rank well with a search engine but aren't appealing to the human reader. Designers seek to get around this by using a page that will rank high with the search engines and then after a surfer clicksthru, rapidly redirect the surfer to a page that reads better. If the second page provides the surfer with what he is searching for, many would argue that there is nothing wrong with this use of a redirect. After all, the surfer did find information on the topic he was researching. Redirects can also be used to get people searching for one topic to visit a site on another topic. Some sites have been promoted offering information on a hot topic, but having pages that quickly redirect the surfer to unrelated pages that the webpage creator wants him to visit. Adult websites have been known to use this technique for example. The thinking is that a certain percentage of those mislead or misdirected to visit a site will have an interest in what the site sells. Being tricked in this fashion upsets a lot of surfers and will get a site removed from the search engine listings. This is a big part of why webpages with html code quickly redirecting surfers are not indexed by some search engines. - Too many, too similar pages . Some search engines will penalize a domain that submits too many pages that have essentially the same content. They want their users to get a wide variety of choices. A site that is successful in submitting many very similar pages that then take up the entire first page of returns at a search engine has defeated the very purpose of the search engine. Some search engines get around this by bundling all returns from a given site for a specific term under one listing. Other engines simply remove sites that submit too many pages that are too similar. This is also an area where competitors will complain about unethical practices and get a site banned. - Oversubmission. Search engines take anywhere from 1 day to over 2 months to index a site. Some will spider most of a site with just the submission of a single page. Submitting a site too frequently, or submitting too many pages from a given domain, only serves to bog down the search engine spiders or human reviewers. Many spiders go back and reindex your pages at differing intervals automatically. Over submitting makes it more difficult for the search engines to do their jobs, garbage up the database, and can get a domain removed altogether. Many search engines spider the homepage first, and then go back and spider other pages of the site weeks or even months later. To be sure a specific page is indexed, it is important to submit that page (when allowed). Just be careful not to oversubmit. The techniques listed above are techniques used in the past with some success in getting a good search engine listing. Most of these are screened against now to protect the usefulness of the search engines. Doing things to make a search engine less useful harms that search engines long-term viability. The search engines have to fight back to survive. They fight back by setting up filters to look for these
    • www.marketingtrencz.com 107 questionable techniques. At the same time, your competitors and search engine users are looking for those who use these questionable techniques. They will also complain to the engines and get domains removed. If you are hoping to have people find your site by using search engines, remember, they can't find you if you have been removed from the database. -------------------------------- Willie Crawford is a search engine optimization and promotion specialist. For more on building your internet based business, building your mailing list, and promoting your site visit <http://williecrawford.com> now. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Why the Internet is an Entrepreneurs' Dream (C) 1999, Marty Foley Last summer a vacation that entailed traveling across much of the U.S. helped me reflect a bit about my Internet business and reminded me of some of the advantages of doing business online. Let's consider just a few of them... 1) Generate Multiple Self-Sustaining Income Streams While I was on vacation, my online business continued to make money. The Internet allows you to generate multiple streams of income that are more or less on autopilot; an advantage which most types of businesses (and jobs) simply don't offer. 2) Internet Businesses are Portable As I tossed around the possibility of relocating to the beautiful countryside area that I visited on vacation, I was reminded how most people are geographically tied to their jobs. Unfortunately, where they live is largely dictated by where they work. And if they don't live near their jobs, lots of commuting is required, which is often a major headache. However, if you earn your income online, you have the flexibility of living and working most anywhere that you want, as long as you have Internet access. There aren't many businesses or jobs that allow much freedom to choose where you live. Since you can operate an online business from home, your commute to work may involve nothing more than a leisurely stroll from your breakfast table to your desktop computer. No traffic hassles, office politics, or related headaches. 3) Low Startup and Overhead Expenses Low startup and overhead expenses mean low risk. If you try opening a retail store,
    • www.marketingtrencz.com 108 manufacturing plant or other offline business, chances are you'll need several thousand dollars just to open your doors, let alone pay the monthly bills. Not so with an Internet business, which you can start, build, promote and maintain on a shoestring budget. My basic recurring expenses include web hosting and Internet access, totaling well under $100 per month. 4) Tremendous Marketing Reach Of course, one of the greatest advantages is the ability to reach very large numbers of prospects online. Statistics vary based on who you listen to, but the numbers of existing Internet users are staggering, not to mention the new users that sign on daily. I could go on and on about the various advantages of an online business, but you get the point. If you've been thinking about starting your own Internet venture, keep the above advantages in mind. They are just a few of many that make the Internet an entrepreneurs' dream. ----- Find out how Marty Foley went from a wage slave in the "rat race" to successful Internet entrepreneur - working from a corner of his bedroom in his spare time - without spending a single penny on advertising. Click now to discover this and other revealing success stories in Internet Marketing Goldmine: http://profitinfo.com/catalog/?rb150 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ How to Use Viral Marketing Strategies to Grow Your Newsletter by Thousands of Subscribers... Guaranteed by Rob Willmann Growing your newsletter doesn't have to be a boring, tedious process. Here's 3 viral newsletter marketing tips that will add thousands of subscribers to your newsletter and increased profits to your bottom line. =========== 1) Create a Free Ebook with your Subscribe URL on each page. =========== I recently created a free ebook by compiling 25 articles from some of the best ecommerce writers on the net. At the top of each page in my ebook I created a form where people could subscribe to my newsletter. Next I gave a few of my ezine publishing friends a free copy of theebook and asked them to give it away to their subscribers.
    • www.marketingtrencz.com 109 The results were electrifying. This technique is a definite winner. TIP: Offer your new ebook to other ezine publishers as a freebie they can give to their subscribers. =========== 2) Write a high-quality article and submit it to other newsletter publishers. =========== Sending articles to newsletter publishers is one of the main ways I grow my own newsletter. Articles have many advantages over placing ads: o You gain credibility with the reader. This leads to more subscribers. o There is no cost involved. (a *definite* plus!) o Articles are read much more than ads. More eyeballs reading your article means more subscribers. Here's a few tips to help you increase your results: 1) Be sure to send a personal email when you send your article to publishers. If they're anything like me, they're really busy. Personalizing your email will increase the chance that it'll get read. 2) Don't forget to include a short resource box at the bottom with info on how to subscribe to your newsletter. Use mine at the bottom as an example. 3) Write short, snappy copy. Guide readers through your articles by using ellipses... white space, and bullet lists. The first time I tried this technique over two years ago I wrote a small 4 paragraph article and sent it to Link Exchange Digest. I received over 100 subscribers in less than 4 hours. =========== 3) Ask your current subscribers to refer others. =========== Although by definition this isn't a viral technique, it works. Here's three ways to use this tip to increase your subscriber base: o Add a referral form on your ezine archives webpage. o In each newsletter, ask your subscriber to forward a copy of your newsletter to their friends.
    • www.marketingtrencz.com 110 o Create a form on your "Thank You For Subscribing" page where new subscribers can send a recommendation email to their friends. I've personally used these techniques to successfully grow my own newsletter. If I can do it, so can you. Good Luck! ======================= Article written by Rob Willmann, the CEO of Ubrande, LLC. Subscribe to Rob's "Gold Mine Daily Tips" and discover: o How to Double your Subscriber Rate by Working Less o How to Create a Sense of Community with Your Readers o How to Find Free Content for your Publication o How to Use Freebies to Gain Subscribers http://www.roibot.com/w.cgi?R5978_m04art **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Simple Ad Mistakes That Will Kill Your Response By Randy Zakowski Advertising in the internet can be pretty tough. Many factors go into a successful ad: Targeting your market, Powerful headline, Great ad copy etc. etc. At the same time here are some common mistakes (some I've made and some I've seen) that you should avoid. Misspelling and Poor Grammar How creditable can you offer be if you can't take the time spell check and proof read your copy. Using All CAPS All caps makes your copy very hard to read. In Net etiquette all caps is considered SCREAMING. URL Does Not Work Net Users have a very short attention span. If your does not work you've lost them. Not Using An Autoresponder If I like your ad and want to know more I'm interested NOW! You have my ATTENTION. If it takes until the next day to hear back from you, Forget It! Chances are I will even forget what I was requesting. Getresponse.com offers free autoresponders and so do many other places.
    • www.marketingtrencz.com 111 Not Using White Space in Your Ad A large continuous block of text is hard to read. It will turn readers OFF. Keep you copy and paragraphs short. Break it up with white space to make it easier to read. Not Telling Readers What to do Next Increase your response rate by telling people what to do next: Click Now, Go Now, Respond Now or as Nike would say "Just Do It" Your Solo Ad Runs By Itself I recently ran a solo ad. My ad and 3 others came to my mail box at the same time, from the same place. What's the sense of a solo ad if it's going to compete with other solo ad's? Your Offer Loads Slow People that visit you want your page to load fast. Fancy graphics may look nice but will have viewers clicking on the back button. Your Offer is on a Page with a Ton of Other Offers I sometimes respond to an ad, and can't find what I'm looking for because the page has so many other offers. Guess what I quit looking. Make your offer clear. Don't make it compete with other offers. Not Tracking Your Ads How will you know what type of response you received without using some type of tracking? Getting Frustrated and Quitting It happens to us all. You run an ad and expect big things. Instead you get nothing. DON'T GIVE UP! If you feel you have a good offer stay with it. Advertise somewhere else, Change your ad. Just don't quit. Advertising works, you have to find out how to make it Work For YOU. Good Luck. ....................................................... Randy Zakowski randyz@stratos.net Killer sales letters in just minutes...without writing! http://www.ezineadspecials.com/tk.cgi?Article S-T-R-E-T-C-H Your Ezine Advertising Dollar! Subscribe Now. Ezineadspecials-subscribe@egroups.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
    • www.marketingtrencz.com 112 Setting Up A Home Business ============================ By Betty Ann Wilkins, of the-work-at-home.com The idea of working from home is more than just appealing, it is a reality for nearly 50 million, according to Link Resource's National Work-at-Home Survey. By working from home many people avoid the high overhead and start-up costs of obtaining a commercial office. Knowing where to begin can be daunting to say the least. Getting yourself set-up correctly can help make your business a success, here is a guide to help you. ==> Decide What Type of Business Make a list of all the things you like to do along with your work experience, education (formal or self learned), and items you already own that could be used in a business. Check over this list carefully. From it you can make a list of possible businesses to start. Narrow down your list of possible businesses by crossing off any that do not fill a need or is just not interesting to you. ==> Decide What Area of Your Home to Use Be sure to choose a place away from family activity. It is best if the area is completely separate, such as the garage or remodeled basement that doesn't get used, but any area that is large enough to hold all the supplies and equipment you will need is fine provided that you make it clear that this area is "off limits" and for business purposes only. ==> Assess How Much Time You Can Devote to the Business Don't assume that you have plenty of time just to find out that really you don't have the time. Make a list that shows your weekly activities and time usage, examine it and decide exactly how much time you can devote to the business without overloading yourself. Be honest with yourself and remember, you do not have to start out full-time. Numerous people start a home business on a part-time basis. ==> Sole Proprietorship, Partnership, or Corporation Which is best? To start, a sole proprietorship because it is owned by one person and is the easiest to start and the least complicated to dissolve. Other benefits are that you own all the profits, you are the boss, you get the tax savings you will have more incentive and motivation because it is your business. ==> Do Your Homework Take the time to research different home businesses. You will find numerous books on the type of business you are interested in at the Library. The Small Business Administration also has many reports and information that will help you. ==> Choose a Name for your Business
    • www.marketingtrencz.com 113 It is very important to register your business name in the area you live in (Check with your City Hall). Should someone else already be using the name you chose you will be notified and will need to choose a new name. ==> Create a Business Plan This plan should establish a plan of action for your business. You will re-evaluate and possibly revise your plan every 6 months or so. Be sure to detail all aspects of your new business here. ==> Get Licenses & Permits You may need some special licenses & permits. Be sure to call your City Hall or the local Chamber of Commerce and they will be able to tell you exactly what you will need to start your business. ==> Set up a Business Checking Account Check out different Banks to see what their minimums and rates are. Get the best deal that you can. Be sure to check into Credit Card services to be able to accept credit cards from your customers. You should get a charge card in the business's name if possible. If it is not possible set aside a personal credit card for your business. A checking account, when used properly can be a great bookkeeping record for a sole proprietor. This will help you get started on the right road to starting your own business on the right foot. Best of luck in all your endeavors. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ The Top Ten Ways to Stay Focused on Your Objectives by Michael Angier www.successnet.org/topten/TTfocused.htm People often ask me what I think are the most important keys to achieving successful outcomes. There are many, but the one thing that I see as being the most essential-and often ignored-is consistency. Any worthwhile, challenging goal requires sustained effort. Doing the things necessary for a day or two isn't hard. Where most people fall down is in stringing those days together and thereby creating the progress, the momentum, and ultimately, the successful accomplishment. What follows are ten ways to maintain your focus, your energy and your optimism while pursuing your goal. They've worked for me and they'll work for you. When I've employed all of these components, I've never failed to achieve my intention. 1. Have Powerful Reasons. With a strong enough reason you can and will find the how and the wherewithal to achieve your reward. Reasons plus belief keep you motivated.
    • www.marketingtrencz.com 114 When you're excited about your goal, it doesn't seem like work. If you're not excited, your efforts will require more discipline and energy. Make sure it's YOUR goal. Make sure it excites you. And then act enthusiastically. 2. Write Your Objectives Down. This is a critical step. Don't think it, ink it. When you write your goals down, they appear not only on paper, but they become indelibly written upon your consciousness. 3. Visualize. "See" your objective already in existence. Nothing can withstand the power of a clear, multi-sensory vision of what you are intending. What does it look like? What will people be saying about it? How will you feel? The more detailed and "real" you can make your vision, the more powerful it will be. It will operate like a magnet and draw forth all kinds of things you never thought possible. 4. Affirm Your Success. Speak your goal into existence. An affirmation is a present- tense, positive statement of your intended outcome. I now have achieved ______________ (fill in the blank). The more sensory rich you can make your affirmations, the more effective they will be. All of these techniques help you to feel the presence of your objective and build belief. 5. Make a Plan of Action. To achieve and stay focused upon your objective, create an action plan. What are the steps you will take to get you from where you are to where you want to be? Your strategies will likely change as you go along, so set your goals in concrete and your plans in sand. Keep your eye on the goal, but remain flexible in your path to it. 6. Measure Your Progress. You can't change what you don't measure. Create mechanisms that will allow you to see your progress. Use charts. Log your actions. Use anything that will encourage you by allowing you to objectively track your progress. We all need feedback-it's the breakfast of champions. 7. Maintain a Support System. Have a Master Mind Group. Use the Buddy System. Surround yourself with people who will encourage and challenge you. Be accountable to someone other than yourself. Read positive books. Review past successes. 8. Focus On Only a Few Goals at a Time. You can achieve anything you desire, but not EVERYTHING you desire. Concentrate your efforts and your energy on just a few. I might have dozens of goals and projects, but I keep three key goals in the forefront of my mind. 9. Take Action Every Day. An important objective warrants daily attention. A 400-page novel is not written all at once. To many, writing a 400-page novel would be overwhelming. But a little over a page a day will get it done in a year. Every goal can be broken down into doable tasks done consistently. 10. Celebrate Your Milestones. Mark your successes and acknowledge yourself for your progress. As you achieve one goal, you can see better and believe more easily in the accomplishment of others. You deserve to succeed and you deserve to celebrate
    • www.marketingtrencz.com 115 your successes. ============================================== Copyright 2000 Michael E. Angier, used with permission. Michael Angier is the founder and president of Success Networks International, publishers of SUCCESS STRATEGIES and SUCCESS DIGEST. Success Net is an association committed to helping people to be more knowledgeable, productive and effective. Their mission is to inform, inspire and empower people to be their best- personally and professionally. Free subscriptions, memberships, books and SuccessMarkT Cards are available at http://www.successnet.org **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Want more unique Visitors? by Robin Porter ============================ Getting more traffic must be one of the most widely covered subjects on the Internet today. Everyone wants more visitors to their website, and with online competition increasing daily, marketing your business online can seem like a daunting task. But as we come across ever more imaginative ways to lure them in, I can't help feeling that the vast majority of webmasters are overlooking a vast untapped online market. Potential markets of many millions of "surfers", many of which are likely to be interested in your products / services / website. But if such huge markets exist, why are nearly all webmasters overlooking them? The answer is language. We take it for granted that English is the language of the Net. Most of us don't give it a second thought that many tens of millions of people are surfing the web in languages other than English. The rate of new user growth in the United States may be starting to slow down, but in Europe and elsewhere it's just heating up. Everyone's getting online! And the mixture of languages is enormous - French, German, Spanish, Italian, Swedish. In many of these countries, the Internet is being embraced in ways not seen in the US. One such example is Finland -now widely recognized as a pioneer in the use of new Internet technologies and ways of using the Internet. It is also home to techno giants such as Nokia and Erricson. Historically, the Europeans were colonist empires, and consequently, their languages are spread throughout the world. Spain and Portugal dominated central and South America, and the French reached Canada, the Caribbean and large parts of Africa. Consequently Spanish is the official language of twenty countries, is spoken by over
    • www.marketingtrencz.com 116 250 million people, and is the third most widely spoken language in the world. Then of course, there's China. With over 1 Billion people -that's over 16% of the population -it's not going to be very long before we have to sit up and take notice of this huge emerging market. So how do we tap into these markets? Firstly, you need a translated version of your website. If you have a large site, you may prefer to produce an abridged version. Translation services are easy to find locally, or you can find them online. Ideally, use one where the translator translates into their native tongue. There are some online services where you can just type the URL of a webpage, and it will provide you with your page instantly translated. These services are inexpensive or even free (such as http://www.freetranslation.com or http://www.plustranslation.com ). It is advisable, however, to get a fluent speaker of the language to check the results before you use them. You don't need to go to the trouble of new domain names, new hosting accounts -just put them on the same server as your current site. Next, you may want to include links from your homepage -perhaps in the form of flags relating to the language - to channel foreign language surfers who inadvertently end up on the English language site. Once you have translated your website, you must of course promote it. Register it with search engines and directories in the appropriate countries. You can find listings of search engines and directories, country by country, at http://www.searchenginecolossus.com . If you have an international domain (such as .com), you shouldn't have too much trouble registering, though you may come across some that insist you are registered in that country. If so, you will need to weigh up how important that search engine is, against the potential number of surfers for that country/language. If it's too big to ignore, then you can register a domain for that country, and set up a separate website. 1. Identify countries suitable for your business, that you would like to tap into - and find out their native tongue. 2. Translate your website, using local translators, software or online services. 3. Have someone check the translation 4. Place links on your homepage, showing you have other language options. 5. Promote your website in the local countries, through directories, search engines etc. There you have it. As the competition increases in the English speaking world, you now have the opportunity to inexpensively access fresh markets with tens of millions of potential customers. Food for thought! ---------------------------------------------------------------- Article by Robin Porter RP Associates brings you "The Internet Marketing Wizards".
    • www.marketingtrencz.com 117 They've earned fortunes online -now you can discover their Marketing and Success Secrets. Find out the techniques they use to ensure they absolutely cannot fail, and how you can use them to skyrocket your Internet income. Get the FREE "Wizards Success secrets" e-book and Newsletter at http://www.theinternetmarketingwizards.com/index.htm?a11 before your competitors do. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ How to Write an Online Article Words power the Internet - and now it's your turn. Getting published online is one of the best ways to invite new traffic to your site, generate more sales, and build your credibility and visibility on the Internet. Ezine publishers get lots of article submissions, but they still don't get enough good articles. Here's the truth: if you talk about a business issue from your own personal perspective and offer genuinely useful information, you WILL get published. Keep your articles short – under 500 words - and end with a list of 5-10 quick problem-solving tips. Here's a simple 4-step outline for an article: 1. Tell a personal story that highlights a problem of interest to your audience. 2. Describe how you discovered the solution. 3. List the specific benefits of your solution. 4. Give the solution in a series of simple steps. TIP SHEETS One secret I use to getting many articles published is to send out a 'tip sheet'. Here's how it works: Pick your topic, create an introduction, then list a series of problem-solving tips. This can be emailed to ezines, magazines, newsletters, and even to newspapers. Ezines publish tip sheets for two reasons: 1. They're aimed at solving the problems of their readers. 2. They're short, to-the-point, and valuable content separating their ads! ARTICLE IDEAS
    • www.marketingtrencz.com 118 Here are five article ideas to jump-start your writing process: 1. 'How To' Articles These include detailed step by step instructions. Examples: how to sell your products, how to promote your business, how to attract visitors to your Web site, insider methods for dealing with customers in YOUR industry... 2. Hot Tip Lists These are a group of hot tips listed in order, usually numbered from first to last. Examples: 'top 7 ways to get customers', 'top 10 ways to build your product line', 'the 3 most important ways to keep your customers coming back for more'. Customize your title for your specific industry. 3. Industry News Articles These can include news about your industry or company information. Examples: joint ventures, new product releases, special events, mergers. 4. Interview Articles Includes interviews with customers, employees or experts. Examples: interview a satisfied customer, an employee that won an award, an expert in your industry, or the new person entering your industry. 5. Product Articles Describes your product or services from the standpoint of the benefit to the end-user. Examples: new product announcements, existing product enhancements, or innovative uses of your products. Explore these ideas, pick your approach and get started right away. Not only will you build more visibility for yourself online - you'll also create valuable new content for your Web site! Article by Scott T. Smith of Copywriting.Net ... 'Make Profit Happen' ... .. <http://www.copywriting.net> .. Web Marketing Communications **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
    • www.marketingtrencz.com 119 Writing Your Own Ebook...What it can do for your Sales by Jayne Spencer, 2000 Ever consider writing an ebook? They're really popular right now and best of all, they're easy to write and sell. Good marketers know that a good ebook is good marketing power for their websites as well as a good salesman for the products they're selling. Why? Because it's a 24 hour salesman just for you. You can offer it free to other websites that want to give their visitors something for free. This will create duplication of your ebook which also creates advertisements for your own particular products or services. When other websites pick YOUR book as a free giveaway on their site, they're really advertising for you---at absolutely no cost to you. Imagine how much FREE advertising that will bring for you just giving something away! Where do you get information to write about this ebook? From the internet, of course. You choose your subject, go to search engines to browse information on this subject, and compile the information you want to go in your particular ebook. There are government reports that are considered Public Information. This means it's free for you to use. One guy wrote an ebook that's generating thousands of dollars of sales for him each month. The neat thing is, this will continue to make profit for him as the free ebook is distributed over and over again by many websites. By giving it away free, he's also getting enormous amounts of free advertising that's included in his ebook. How do I create my ebook? It is very easy now to create an eBook with the software listed below The first 3 of these sources below create ebooks from web pages. You simply build the site (book) to look the way you want it to and then click on compile. Out comes your ebook in an .exe file ready to run. www.webcompiler.com www.bersoft.com www.e-ditorial.com www.neosoftware.com You want to make sure that your ebook contains valuable information. Make it something that you would be proud to sell. Other sites might be willing to pay you for the book, but you want tell them it's free for them to use. Offer it free from your site. This maneuver is just good marketing sense as it carries your own advertising and gets your name out to more people who will visit your site and buy your products. When you give your book away free, you just make sure to have a zinger sales letter included in it. This will draw people to contact you for more information or to buy your
    • www.marketingtrencz.com 120 product or service. You can also use a more subtle approach by putting your sales message in several places inside your ebook that will convince other readers that they need your main product. Next time you see a free offer for an ebook, download it and take a look at how it's put together. You can do the same thing with yours. Make sure you put advertisements on each page for your particular product or service. You can also advertise your affiliate programs too. It doesn't take long to produce one for a free giveaway on your site. Just think of these money making possibilities just by writing an ebook. Perhaps you can think of other profitable uses. Get going with this today! It can make you lots of money as a result. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Developing your Verbal Logo The next 30 seconds may determine whether you get your funding, make the sale or establish your point-of-view! In this faced-paced, mile-a-minute world, you often have only a few seconds to get your message across. Where could you use an effective 30 second commercial message about your business? These mini-messages are ideal for investor meetings, networking meetings, trade shows, interviews, sales calls or anytime where you need to quickly promote your business. How do you develop these messages effectively? Think in terms of "sound bites". Prepare your brief message just like a speech, with an opener, the content and the closing. The Opening The purpose of your opening is to grab attention. You must assume that your audience is generally as busy and preoccupied as you are. So you need to first get their attention with a question, 'grabber' words, humor or an interesting visual. The Content Once you have their attention, it's time to relate your main message. Since you usually have only three or four sentences, you need to craft this message carefully. The most effective message is the one that states what your business can do for the listener. The bottom line is that your listeners don't care what you do. They care about what you can do for them. Talk in terms of results, feelings, benefits, outcomes, ideas. Imagine your listener with a sign on their forehead that reads "So What? What's in it for me?"
    • www.marketingtrencz.com 121 The Closing Here is where you ask for action. As a result of your 30 second commercial, you want your listener to do something or think something. Also appropriate is your catchy tag line. The closing may be the only part of your message that your listener will remember. What do you want them to remember? So, there it is. In our MTV world of excessive sights and sounds and experiences, you can make your point and get your message across in a well prepared, well rehearsed 30 second commercial. Think of it as a brief speech. Mix preparation with inspiration and you'll get a standing ovation. __ Gary Lockwood is Your Business Coach. Contact Gary for a FREE report on "Getting Breakthroughs in your business". (760) 325-9505 * Fax: (815) 361-3041 Email: Gary@BizSuccess.com * Web: www.bizsuccess.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ ========================================= Why Your Business Could Fail And How To Prevent It From Happening - By Jim Davis + Larry Dotson ========================================= I have heard many former business owners give many reasons why their business failed. They have said it's because the market was slow, their suppliers raised prices on them, too much competition, etc. It's usually because they didn't have enough entrepreneurial traits. There are a wide range of entrepreneurial traits you need in order to run a profitable business. I'm not saying you need all of them, but the more you have the greater chance you'll succeed. It could also depend on the type of business you have. You need to be goal oriented. Making reachable goals for your business is important. The goals will give you something to focus on and lead your business in the right direction. They can also give extra motivation to overcome your business problems and obstacles. You need to have patience. Many business owners give up way to early. They think you can get rich over- night by starting their own business. You need to have a positive attitude and stick with it. You need to have the energy. It's important to give yourself the extra time out of your business life to eat healthy and exercise. You will have a healthier mind and body to
    • www.marketingtrencz.com 122 work the long hours a business requires. You need to be able to take risks. I'm not saying to take high stakes risks, but take calculated risks. Most entrepreneurs aren't afraid to take risks, because they can visualize the end result. You need to be organized. When you run a business there is a lot of paper work involved; taxes, record keeping, licenses forms etc. You need to be able to organize your business and marketing plans in order for your business to be successful. Just because you may not naturally posses some of these entrepreneurial traits doesn't mean you can't learn them. There are a number of books, courses and web sites out there that you can use to develop these traits. The bottom line is that your future depends on the actions you take right now. By being organized and prepared, you're making your business "failure proof". And this is exactly what's needed online. Written by Jim Davis and Larry Dotson. Comments to: jimdavis@ezine-traffic.com ===================================================== Jim Davis invites you to secure your financial future right NOW and prevent business failure by joining one of the Internet's GREATEST shopping sites. Cash in on the e-commerce revolution at http://thecoolest.ws **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ #1 Reason Internet Marketers Fail By Terry Dean ================================================= I am always amazed when I discuss marketing techniques online with other internet marketers that MOST of them are missing the key ingredient I find in my own online success. They usually are well focused on producing internet traffic or on writing good ad copy (which are both key ingredients to success), but then they leave out what I consider to be the most important tool of all online...Follow-up. Almost every one of them without fail tells me when follow-up comes up, "I have autoresponders" or "I answer all of my email." Well, good for you. That isn't followup though. Making the sale will usually take you 5 to 10 contacts with a prospect. The recognized
    • www.marketingtrencz.com 123 number we all quote is 7 contacts. So, if it takes at least 7 contacts with a prospect to make the maximum number of sales of your product or services, what are doing to make sure you reach that number with EVERY prospect? You cannot take a passive approach to marketing and hope that if someone is a real prospect, they will come back to your website later to check it out again. That is financial suicide! All of your marketing has to be active...In other words, YOU are the one who has to make sure you reach at least 7 contacts. Don't even consider leaving it up to your prospects! We have the most powerful tool in the entire marketing world only available to us online...yet only a small portion of us are taking advantage of it. That tool is Email. Is there any other tool where you can follow-up consistently with dozens or even hundreds of prospects EVERY day of the week and not spend a single cent extra. If you followed a daily follow-up system in direct mail, you would quickly mail yourself right into the poorhouse. The same thing would occur with telemarketing. With email though, I can send hundreds of follow-ups for FREE as often as I like. If you are not following up on all of your prospects online, don't make excuses. Change it or admit that you are too lazy to care about the success of your business. Make a commitment that today you will follow-up. I am asking for that commitment to be made to me and to yourself. Plus, I am going to help you. Below I am going to detail the three most important steps for getting started in email follow-up so that you will have a base to build upon. I can't list everything in this short space of time, but if you would like to learn how to make money every day of the week by email marketing, refer to my "Internet Marketing Secrets" course at http://www.allthesecrets.com/ic/a732z/index.html 1) You have to capture the email address. This is the very beginning of your marketing process and I make it a chief priority in all of my website's designs. Take a look at my website at http://www.bizpromo.com and notice how I give you a chance to subscribe to my newsletters, hit my autoresponders, fill out forms with your email address, etc. Everywhere you try to go on my website, I am giving you another opportunity to give me your email address. This is all because I know that real internet marketing begins when you give me your email address! (NOTE: Throughout this whole report I am referring to only following up on prospects who first contacted you and gave you their email addresses willingly. I don't believe in using SPAM to promote your business, because you will offend people, lose your ISPs,
    • www.marketingtrencz.com 124 and lose your reputation online if you start sending unsolicited bulk email) 2) Buy & Learn How to Use High Quality Email Software Although you may start off with low or no cost email software which is included with your browser or with your computer. I recommend changing it to professional email software. I personally use Eudora Pro version and can recommend it to you. That is not the only one out there, but it is a great one to get started with. The key element of using this type of software is that you will be able to manage hundreds of email addresses, sort mailboxes, and assign address books for follow-up. You will be able to add all incoming requests for info into special address books so that you can follow-up on dozens or even hundreds of prospects all at one time. I don't want to get into a complete study of the software programs here, so I recommend that you actually pick up and read the email software's manual. It will take some time, but you will find that your email software's features can quickly become your biggest time saving feature in your online business. 3) Learn the skill of making offers Here is a simple technique for getting you started in email follow-up correctly and consistently. Have your first offer or salesletter prepared on an autoresponder or as a automated reply in your email software. Collect every request for that information into an address book for follow-up. Then, begin mailing out to that address book your follow-up offer daily. The simplest way of doing this is by sending the same salesletter (We don't want to confuse your prospects), but attach a new paragraph to the top of each outgoing message everyday. On this paragraph, you could do a scarcity offer or an email probe. A scarcity offer at the top of the email would look like this: "ONLY 5 MORE LEFT IN STOCK...The first five who turn in their orders today will receive a...." Then, go on to describe exactly what your prospects get if they order today. Then, the next day you could do the same thing, but list "ONLY 3 MORE LEFT..." and continue through with scarcity. The other technique is to actually put a paragraph on top of the email saying that your surprised that you haven't heard from them yet and you wanted to know if they had any questions, etc. Followup can be just that simple. Include the same salesletter, but change the top paragraph in every letter you send out. Then, keep it up with each of your prospects until they buy or they tell you to stop. If someone asks you to quit following up, simply remove that address from your address books and continue with the rest of your
    • www.marketingtrencz.com 125 prospects. Learn and follow this technique in your online business and your sales will double or triple in the upcoming weeks! ====================================================== Terry Dean is the webmaster at http://www.bizpromo.com Visit today for turn-key web site solutions, turn-key products you can sell, and answers to all of your Internet marketing questions. For "115 Internet marketing tips" please send an email to 115tips@aweber.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ "What Business Are You REALLY In?" The Art of Niche Marketing and Why It's Important to Your Bottom Line Success By Susan Carter When asked "what business are you in" many business owners often identify an industry. You might answer, "I'm a computer consultant" or "I have a pet grooming shop" or "I write an online newsletter." But claiming to be part of an industry is not what attracts customers. Customers come to you because you offer a specialty. For instance, you are the computer consultant who specializes in dental office computer networking. Customers come to you because you specialize in grooming award-winning poodles. People read Online Exchange because it specializes in providing small business advice that helps solve problems! Niche marketing--choosing a specific target audience and speaking directly to it--brings you three things: 1. More customers 2. Qualified buyers 3. Repeat business Why? Because you're filling an IMMEDIATE need. Some of my clients hesitate to market as a niche business. "We can do it all," they argue. "Why should we market just one aspect of our business?" So, I ask them this one question: When YOU are the customer, how do YOU buy products or services? For instance, let's say you need a lawyer to help you with a few legal matters as you set
    • www.marketingtrencz.com 126 up your new catering business. What do you do first? You might ask a few friends and associates for referrals. You ask things like, "Does he/she deal with a lot of small businesses?" "Can he/she help me draw up client, employee and independent contractor agreements?" "Can he/she help with securing the business to pass on to my children?" These questions define very specific criteria-a niche. You are looking for a company that provides very specific services to fill an immediate need. In addition to asking for direct referrals, you might also look in the yellow pages. Which ad are you mostly likely to respond to: Ad #1: "1998 recipients of the prestigious 'We've Got You Covered' service quality award." Ad #2: "Big or small-we do it all" Ad #3: "We specialize in family-owned businesses" Ad #4: "Your business partners for contract law and succession planning" I would bet big money that most of you would call the companies who placed Ads #3 and #4. Why? Because Ad #1 talks about a two-year old award that doesn't mean much to the potential customer. A service quality award is nice but it doesn't say anything about how that helps the customer. Ad #2 is too general. Do you really want a firm that tries to be all things to all people? Or do you want a firm that understands YOUR specific business needs? Ads #3 and #4 tell you exactly what they do best. Don't you deserve an expert working on behalf of your business? So do YOUR customers! Niche marketers win over their competition because: 1. They know who their primary customers are, 2. They know what those primary customers want, 3. They give those customers what they promise. You will get more qualified customers coming to your business if you consciously develop a specific niche market. This doesn't mean you can't "do it all". The point is to lead with what you do best. Once you attract customers to your business because of your specialty, you can introduce them to the other products or services you offer. Here's one of my favorite examples of terrific niche marketing. A local surplus store here in Minneapolis/St. Paul has been running commercials that perfectly hit its niche market of customers. It's one of the best ad campaigns I have seen in a long time. Here's the winning slogan that gets the attention of its target market: "For people with nothing to do, and all day to do it."
    • www.marketingtrencz.com 127 Does it work? Well, this little run-of-the-mill, 'one-man's-trash-is-another-man's-treasure' surplus store has grown to four locations in the metro area. Can you say the same? So I ask you again, "What business are you REALLY in?" Once you know the answer, you're well on your way to attracting more customers-and bigger profits. -------------- Susan Carter is a small business operations consultant and author of How To Make Your Business Run Without You. Get first 3 book chapters FREE at: http://www.successideas.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ You can't make an income from the Internet. Pardon me? by Phil Wiley http://www.ozemedia.com You're most likely reading this newsletter because you're interested in making an income online. But plenty of readers, and I hope you're not one of them, are failing in their quest to make money from the Internet. Read that bit again...." failing in their quest to make money from the Internet." That's exactly why people fail. They're trying to make money from the Internet. Your income doesn't come from the Internet, does it? It comes from individuals, from people just like you and me, who make a decision to buy your product or service. Unless you market directly to those individuals you will not make sales. And that's why so many people to make an online profit. They fail to talk directly to people, to individuals, to "you." Forget branding and subtle lifestyle positioning. Online marketing is all about getting the right message to the right person at the right time. Get hold of a good book on mail- order ( direct marketing ) and follow the same principles. Online marketing should be on a one to one basis, each individual getting a message especially for them. Think about this...it's ALWAYS an individual surfing the web. It doesn't matter if that individual is logging on from home or from the workplace, you've got to talk directly to them. So always talk to that person, the *you*. Just the way I'm talking directly to you. Remember this: the Internet ( as we use it for selling services and products ) is a vehicle
    • www.marketingtrencz.com 128 for mass marketing directly to the individual. Are you talking to individuals, or addressing the mass market? Talk directly to people and you'll start to profit. So if you're not making sales: * have a fresh look at your web site. * reread your sales material. * reword your advertising. * look again at the style you write your ezine in. Hope this helps you increase your income a little. __________________ Phil Wiley's All the Secrets is one of the Top 10 business ezines in the world - (ListUniverse) And it's yours for Free. Subscribe at http://www.ozemedia.com or mailto:join-allthesecrets@lists.dundee.net **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ Attract More Customers With Less Effort Through the Right Cross-Promotions ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ by Kare Anderson, Emmy-winner and former Wall Street Journal reporter To stand out from their competition in an over-advertised world, all kinds and sizes of businesses, non-profits, and government agencies are joining forces to reach their mutual market of "customers" more efficiently. Their cross-promotions include "bundled" offerings, cause marketing, co-branding, co-op marketing, and shared space. Cross-promotion has the potential for a big marketing payoff because partners can successfully expand through one another's customer base. They can gain an inexpensive and credible introduction to more of their kindof customer more effectively than with the traditional "solo" methods of networking, advertising, or PR. Here are some low-risk and high-opportunity ways to jump-start your first cross- promotion. 1. Print joint promotional messages on your receipts. 2. Offer a reduced price, special service, or convenience if customers buy products from you and your partner. 3. Hang signs or posters promoting one another on your walls, windows, or products.
    • www.marketingtrencz.com 129 4. Mention one another's benefits when you speak at local events or are interviewed by the media. 5. Drop one another's flyers in shopping bags. 6. Pool mailing lists and send out a joint promotional postcard. 7. Promote your partner is products during their slow times, and ask them to do the same for you. 8. Share inexpensive ads in local shopping papers or a nonprofit event program. 9. Give a joint interview to local media. 10. Put one another's promotional messages on Lucite stands on counters or floor stands in waiting areas. 11. Encourage your staff to mention how your partner's products can be used with yours. 12. Give your partner's product to your customers when they buy a large quantity of your product, and ask your partner to do the same. 13. Use door hangers, posters, flyers, or postcards to promote special offers for one another's products. 14. Co-produce an in-store or office event iñ a demonstration, celebrity appearance, free service, or lecture. Some More Ways to Cross-Promote to StandFar Out from the Competition 1. Co-produce special promotions you could not afford by yourself. Hire local community college broadcasting/cable TV students to produce a "how to use" video and/or audio tape that involves you and your partner's products and services. Show the video on an eye-level TV monitor in your outlets where people have to wait or in the window for 24-hour viewing. Or play the audio-tape portion as background. ***Example: An enterprising advertising agency, local quick-copy printer, and video production house get priceless visibility for cross-promoting with others to co-produce an educational audio/video/book package that prominently displays their company names: "Thirty Ways Smart People Make Their Homes More Safe." The package is widely displayed and distributed to their partners' customers: a hardware store, home security company, police department, real estate firm, home contractor, electrician, and school district. 2. Display combined use of partners' products in your outlet, and ask partners to do the same. ***Example: A "Valentine Love Food" display appeared in all partners' outlets a month before Valentine's Day. Partners -- a cooking school, kitchenware shop, florist, card shop, restaurant, and supermarket – all displayed the makings for a romantic
    • www.marketingtrencz.com 130 dinner menu to be served on Valentine's Day at their partner's restaurant. Their displays were created by a local theatre set designer, who designed the current play, for which the customers of the partners outlets received a reduced price ticket when they bought the restaurant meal or certain products from the participating partners. A local newlywed couple who won the partners' "Valentine Love Food" drawing and the local couple who proved they've been married the longest joined the local newspaper's food critic at the center table for the featured meal, free to them. 3. Have a contest, with the prizes contributed by your partners. For the next contest, roles change, and you contribute your product or service as a prize for a partner's contest. ***Example: For two weeks, a dry cleaner places tags on all customers' hangers, containing fashion tips. The tags are numbered tickets for a contest to win gifts from the partners' clothing stores. When the dry cleaner's customers make any purchase from the stores, they show their hanger card to see if it matches one of the "winning numbers" on a card of numbers created by all the partners at the beginning of the contest. Vary this cross-promotion by asking partners to have a card of winning numbers for the customers of the other partners to match for prizes. 4. Give customers a free product or service from a participating partner when they buy something that month from all of the partners listed in an ad or on a promotional postcard. ***Example: Participating pediatrician practices, child care centers, children's clothing shops, and toy stores all display a "Love Means Being Prepared" child-designed poster describing the recommended contents for a home medicine cabinet for families with young children. 5. Cross-promote by literally getting closer, sharing space. ***Examples: A store or franchise leases space within another establishment (or agrees on side-by-side sites, or actually sells both kinds of products on site) -- Noah's Bagels sells Starbucks Coffee. A restaurant or fast-food operation leases space within a hospital or motel -- Pizza Hut in Days Inn. Kinko's leases space within certain hotels. Popeye's Chicken & Biscuits in a Kroger supermarket increases traffic for both guest and host companies. The post office locates a substation in a supermarket. An accessories store leases space within or next to a clothing store and is joined by internal doors. A stadium leases space to a concession operator. The less traditional cross-promotions are just starting. A campus leases space to a travel agency. Some franchises are co-branding with complementary services such as Copy, Pack & Ship. ~~~ If you'd like to learn more, 1) look at Kare's articles, and 2) sign up for her free, online, monthly bulletin, “Say It Better”, now read by over 17,000 people in 32 countries on our web site -- http://www.sayitbetter.com
    • www.marketingtrencz.com 131 **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ HOW SERIOUS ARE YOU? We all want to succeed in our business. That is a fact! But what does it take to achieve that goal? Do you have what it takes to be one of the best businesses on the net? I know we all want to be the best. And what we all need to do is be serious about all the aspects of business. It takes 100% dedication, effort, and WORK. We will get nowhere fast if we assume that placing a few ads a day will bring us our well deserved fortune. We need to stay informed at all times of the latest internet marketing techniques, even if that means spending a few dollars on workshops and effective software. Even if that means placing ads in targeted ezines and newsletters. We cannot expect our business to thrive if we do not invest in the necessary materials and marketing tools. It is sad to say, but if you really think you can make a success of your business without investment of any sort, than you will not succeed. SO many businesses promise you a road to riches with NO COST, well that cannot be more UNTRUE. Even if it is a good business that you are entering, in order for you to get noticed you must invest some marketing dollars and show people you are serious about your business and because investment leads to success, you can take that path. No one wants to part from the almighty dollar, but sometimes it takes a little bit of money and a lot of resources in order to achieve our ultimate goal. Here are some examples of investing your marketing dollars for profitable returns: *Your Own Domain *Merchant Account for accepting Credit Cards *Checking Software *Advertising in Ezines and Newsletters to Targeted Markets *Joining a Marketing Workshop for up to date marketing strategies *Submitting to major Search Engines on a regular basis *Publications *Major Networking None of these investments are expensive or unrealistic. They are all necessary in achieving a seropis business. If you are truly serious about making your business a success then take a chance on it. IF you truly believe in the product you are offering then you need to do what it takes to get noticed. Just from all my experience on the internet and numerous things I have tried and tried again, it has become evident that nothing is for FREE, totally. But with dedication, hard work, complete effort and a serious mind, you will succeed.
    • www.marketingtrencz.com 132 Listen to other marketers. Share ideas and never believe you know all there is to know when it comes to marketing on the WWW. New things are coming about on a daily basis. I keep in touch with hundreds of marketers all the time, and I make it a point to always stay informed of all the trends, and more important keep an open mind, stay tuned and listen to all the new ideas people are offering. Because of this, I am succeeding in business, and I can assure you, YOU WILL TOO. **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ WORDS CAN BE LETHAL! by debbie solomon ------------------------------------------- We all know the power behind words. Basically, email can be so dangerous, it is lethal. Let me explain to you why. It is so important for all of us to realize the serious nature of this reality, because a majority of our business is based on Email. Our main source of communication is through email. There are no faces, no tones of voices, only the words in front of us to express our tones, moods and professionalism. THIS CAN SO EASILY BE MISINTERPRETED. When you are on the phone or in a meeting, you can hear a person talking and know their intentions by their tone of voice. When using email, you only have words, so when someone is explaining something in an email, and it is not worded very precise, people can misinterpret your tone and essential meaning. It is essential that you always choose your words carefully, and maintain a professional tone in your words at all times. When a business person is misinterpreted, most recipients would become defensive in the matter, which can cause a domino downfall affect on your business. If one person presumes you are just a bit unprofessional and assumes your tone of words is less than what it should be, you can be assured that this will cause a negative affect on your business. Here are some suggestions you will want to consider when corresponding via email with prospects and clients: * Always maintain a positive attitude in your words. * If there is a problem, do not make excuses for it, just answer them with the solution to the problem. * Even if something negative occurs and you know it is not your fault, never let the client know it was whose fault. They do not want hear that. Apologize for any inconvenience
    • www.marketingtrencz.com 133 and again, offer a solution. * HONESTY...Always be completely open and honest with your clients/prospects. NEVER promise more than you can produce. And make sure they know what has to be done in order for them to achieve their anticipated goals and expectations. * Always remember, the CUSTOMER IS ALWAYS RIGHT!!!! Even when they are not. You may think this is a Catch-22, but it isn't, because you will only gain respect. I am sure you have the idea of what an email should consist of. And how to properly handle clients. ONE negative sentence or word in an email could truly KILL your business. If you have one unhappy customer, you will have 100, because that one person will tell 10 people and they will tell 10 people and the next thing you know, your business is in a spiral downfall. Don't let this happen to you! Always keep a positive attitude, and even if you cannot please all your customers, as long as you know you maintained a professional and positive attitude, you are the winner and you will succeed. Be careful of what you say, and more important, be careful of the way you say it!!! =========================== Debbie Solomon is the owner of the world renowned Marketing Trendz Workshop devised for small and home businesses in learning all the various marketing tools and techniques that are required for success online. She are also the author of two business building E-Books, and The Online Exchange Ezine. Please visit their site at: http://www.marketingtrendz.com mtrendz@cs.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ BUSINESS AND YOU by debbie solomon What is the Hottest and Most Achieved Phenomenon going on in the cyberworld today? YOU GOT IT!.....Starting your Own Business! It is so much easier to start your own business these days. You do not need $1,000's of dollars of overhead just to get started. Most people these days only need a computer with internet access. There are more home businesses starting everyday. The percentage rate is increasing faster than Gas prices are rising. THAT IS BIG!!!
    • www.marketingtrencz.com 134 So, now you realize the concerns so many people are now encountering. With Home businesses increasing so rapidly, how are YOU going to compete with that? That is Keyword...COMPETE! It is a dog eat dog world out there and everyone is out to get a piece of that American Dream. How can you beat the competition? Get to know them. Once you have your business plan layed out, your product line in order... the next step is to research your competition. See what they are doing. Get ideas, write them down. Alot of businesses are giving away FREEBIES. Everyone loves Freebies. Can't go wrong with that. Look for FREEBIES that NO other competitor has. Look for specials that will enhance your product line. Be DIFFERENT! The main reason you research other competitors is to do exactly the opposite. Sound strange? The last thing you want to do is to be like your competitors. Why are they going to buy from you when someone else has the same thing? A Word Of Warning.....Do NOT be a COPYCAT!!! You will notice alot of competitors with great graphics, great selling strategies and a great site. This does NOT mean you will be able just copy what they do! I see so much of that and it is sad. How will you be DIFFERENT if you do what everyone else is doing? You can have a very common product, add some twists to it and have one of the highest traffic generated sites for that target market. But where do you come up with these ideas and twists? It is called surfing the NET! You will be amazed of what you can find out there. Here are some example of being DIFFERENT: **FREE E-Books is Great...but very common. The Twist....Write Your OWN E-Book. Share your experience. **Give away FREE Vacations. There are tons of company's that are striving to have businesses market them on their site in exchange for FREE Vacations. The Twist....Look for a different kind of Vacation giveaway. Not only an island giveaway. Look for a unique vacation setting. **Collect helpful Tools that are related to your product or service and Give them away. The Twist...Create a Members only site with these tools and offer FREE Access. **Write your own newsletter. The Twist...ADD Humor! **Start your own Discussion Forum relating to your product line or service. Offer help! The Twist....Offer everyone in the forum a FREEBIE just for joining in on the discussion! Are you getting the idea? All these ideas are very common. But none of them are your own. Add those twists. It will keep you energized. It will excite your prospects. Owning a business online or offline can really be boring if you let it. SO DON'T LET IT!
    • www.marketingtrencz.com 135 Use your imagination. Your business is YOURS! NO one elses. NO one can tell you what you can and cannot do. Create your dreams! Have the business you love and most of all just ENJOY IT! ///////////////////////////////////////////////////////// Debbie Solomon is the owner Author of two business building E-Books. Also the founder of the Profit Zone: The source for FREE Marketing Tools, and owner of The Online Exchange Ezine. Please visit their site at: http://www.marketingtrendz.com mtrendz@cs.com **************************************************************************************************** $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ THIS DOCUMENT IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY. The information contained in this document represents the current view of MarketingTrendz on the issues discussed as of the date of publication. Because MarketingTrendz must respond to change in market conditions, it should not be interpreted to be a commitment on the part of MarketingTrendz and MarketingTrendz cannot guarantee the accuracy of any information presented after the date of publication. INFORMATION PROVIDED IN THIS DOCUMENT IS PROVIDED "AS IS" WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND FREEDOM FROM INFRINGEMENT. The user assumes the entire risk as to the accuracy and the us of this document.