This document provides an introduction to building an internet business by learning key marketing components. It explains that marketing is essential for business success and how internet marketing can be done at low cost. The introduction emphasizes understanding customers' perspectives and giving value to others to attract more business. Basic computer skills are sufficient to get started in learning internet marketing concepts from this manual.

1. An Idiots Blueprint To Building
An Internet Business...
Now You Can Crack The Code!
by Frank Stuart
Ver. 2
FrankStuart.com

2. TABLE OF CONTENTS
Introduction.......................................................................................3
Your Computer Skills.........................................................................7
Key Components................................................................................8
Personal Development.......................................................................10
Market Research................................................................................16
Keyword Research.............................................................................22
Naming Your Website……………………………………………………………..25
Can You Sell.......................................................................................27
Copy...................................................................................................29
Traditional Traffic Generation..........................................................35
Traffic From Social Networking.......................................................41
A Few Secrets To Social Networking................................................47
Traffic From Blogging.......................................................................49
Traffic From Document Sharing Sites..............................................51
Traffic From Content Sharing Sites..................................................52
Traffic from Pay Per Click.................................................................53
Traffic From Video............................................................................55
Social Bookmarking..........................................................................58
Monetizing Your Blog.......................................................................60
Your List............................................................................................63
The Last Chapter...............................................................................65
Author Bio……………………..………………………………………………………67
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3. Introduction: How To Start Changing Your Life.
W e are both very fortunate, you because you were able to find a manual
that can help you to understand the process of building a money
generating site on the internet and me because I had the privilege of writing it
for you. This manual is the result of my personal search for an explanation or
overview of just what it takes to launch a business on the internet.
One of the reasons I wrote this Manual, is that I have felt for some time that the
term “internet business” was lacking, as an adequate term to explain what this is
all about. It‟s a bit confusing, after all, you probably already have some business
experience so what‟s different about running a business on the internet?
Well, you still need to be able to count and you still need lots of creativity and
common sense… oh, and marketing smarts. However pretty much everything
else is quite different than running a local “bricks and mortar” business.
One piece is universal though and that is, you need prospects and customers.
Without prospects and hopefully qualified ones, the best business or product in
the world is merely a lot of potential with nowhere to go.
Many businesses die on the vine every year for lack of customers. I would go so
far as to bet that it is ultimately the single greatest reason for business failure
worldwide.
In order to avoid unpleasant results, your internet business has one all
encompassing aspect you must focus on... your marketing.
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4. Most new businesses are chronically lacking in the marketing department. You
don‟t get to be a successful business without proper marketing. However
marketing is a subject that is lost on most business owners, on or off the
internet. You may know how to sell, but that does not address the issue of how
you find prospects. Marketing is how you solve your prospect problems.
A marketing plan is the primary and essential “How” in your business.
Marketing is how you are going to sell your product; How you are going to grow;
How you are going to make money. The money part is how you keep score. This
manual will help you to learn how to do that because it will teach you marketing
concepts you can use.
Now how does this all this marketing talk work on the internet? Let‟s find out!
Marketing has traditionally been expensive and beyond the reach of most small
businesses. However, it has always been the small businesses who was paying
attention to their marketing that grew. What kept so many companies out of the
game, was always the large amounts of capital needed to pull off a marketing
plan.
When a small business is trying to grow, the availability of capital is usually very
elusive. It has often been a lack of capital that got in the way of a company‟s
growth, due to the inordinate costs historically associated with marketing.
The internet has turned all of that squarely on it‟s head. Now even a simple
promotion that would have cost thousands in traditional print media, can be
accomplished for free on the net. You can certainly spend money to make your
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5. advertising and promotion happen a bit faster, but the reality is you don‟t have
to spend anything to accomplish a stunning success for your companies
promotion and marketing on the net.
You are about to learn how this happens, how to create business and start the
process of never wanting for your financial growth. You can literally become as
successful as you want once you learn how to market properly.
What follows, is simply a duplicatable list of the components needed for
marketing success on the internet. You will have to master these components
in order to develop proficiency… if you do that you will never worry about money
again. This recipe will work for any business that wants for customers, to
permanently solve that oh so vital component of your business plan, your
marketing.
I would like to close this introduction by explaining a few basics of how things
work on the social marketing side of the internet. The primary concept you
need to grasp is that, the more you give, the more you get, when it comes to
operating a successful social marketing operation on the internet. Now you may
see this as some trivia from your childhood, but others who read this will
recognize it for what it is... the truth.
It is vital to understand that what you are about to undertake, is actually about
your eventual customer, not about you. Every promotion you undertake, in
whatever web medium you undertake it, HAS to be from your customers
perspective if you expect it to bring you new business.
This manual will address all the important concepts regarding customer centric
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6. business in more detail in the marketing chapters but for now, please reflect on
the fact that the more your actions are for the benefit of others, the better you
will do.
This vital point of view is, I believe, the missing link in a vast majority of
businesses both on and off the web. In order to evolve your marketing and
understand your prospect, you will need to do some research, but it will pay off
like a slot machine. Once you have a good idea of how your ideal prospect thinks,
you will be able to make him or her your customer.
Lastly, please remember that this is not an instruction manual but rather a birds
eye view of the components needed for a successful business plan on the web to
work. The manual shows those components in a progression that will, in the
end, help you develop a picture of what you will need to pull this off. Be aware
that you don‟t need to learn all of the traffic methods that follow, in depth, to
succeed at this, you just need to select a few core methods to get really proficient
in, and you will score touchdown after touchdown as you build a wildly
successful business. Please be aware that each chapter of this manual
encompasses a huge body of information. There is simply no way to cover it all
in any depth inside one publication. I have included a link or links at the end of
most chapters where you can continue your education.
Thanks for taking the time to read this, your journey starts on the next page.
Frank Stuart
September 15, 2010
2:10 PM
Omaha, NE USA
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7. Whatever Your Computer Skills,
You Can Get This Done.
If you know how to use a computer, please skip to the next section.
O bviously, in that all this planning and doing will take place on the internet,
you at least need to have basic skills on a computer. The computer is one of
those things that you learn by doing. As you progress through your journey, you
will become more and more skilled at using it. The message here, is to just dive
in and figure it out as you go. Each day that you use the computer, you will
become more skilled. I have seen many people with virtually no computer
background up and running at this in remarkably short time spans.
One thing that you should get in the habit of is to have another browser window
open so that you can read the manual on one and at the same time have a
window open to see the examples being discussed. You do this by going to the
file section on your browser menu bar and opening a new window. Now keep
this manual in one window and use the other to look at the links being given.
You might want to re-size the two windows so they somewhat co-exist on your
screen.
Remember, you can‟t break anything, so don‟t let that box intimidate you. If you
lose something, just re-load it and next time, things will go smoother for you.
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8. If you’re just starting out, this section will outline what you need to
get started on the internet. If you are already online, please skip to
the next section.
Key Components You Will Need.
I am going to be referencing these 4 parts of your new system from now on, so
without further ado, you are eventually going to build and assemble the
following components;
An ISP or Internet Server Provider.
You will need a place to park your website. These service providers create a
parking place for your website on the World Wide Web. You can find perfectly
adequate hosting for less than $10 per month.
A Domain or Web Name For Yourself.
This is the WWW part. You can pick up a website domain for under $10.
A Blog.
This is best built with Wordpress software which is free and will serve as the
center of your own personal web.
Your Lead Capture or Squeeze Page.
This is a simple one page documen t that includes your form for capturing emails
and names when people fill them in on your site.
An Autoresponder.
This is the data base service that records your email captures (description above)
and costs about $20 per month.
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9. So let me tell you more about how to gather and install these resources. For
buying your domain or URL use Namecheap. If you do a search for “Namecheap
coupon” you will find discount codes that will knock down the cost of a URL to
$9 and change.
For hosting I recommend Hostgator . The reason I recommend them is that
they are very established, very large, secure and cheap. Check out the “Baby”
plan which is like $8 per month and you can add future domains as you expand,
without additional charge. A Wordpress blog setup is included in the hosting
plan, with it you can install a new blog in about 2 minutes.
You will learn about your lead capture page or squeeze page, as we go along, so
let‟s finish with an Autoresponder. I recommend Aweber . These guys are used
by most of the internet… it‟s the biggest and the best out there. They cost about
$20 a month and are a necessity for running your list of subscribers.
OK, those are the pieces you will need to build your new empire, so when I
mention one of them in the upcoming subject matter you will know what I‟m
talking about, let‟s move on.
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10. Personal Development,
Get Tuned Up For The Job Ahead.
If you are new to the internet, you are about to start on a learning adventure
that, in many ways will be the most important learning you will ever do in
business. This manual is your first step. Every authority on the subject of the
internet agrees, in one way or another, that this most important invention in the
history of mankind has just started and is indeed, still in its infancy. You are now
going to be a part of its growth.
When I said that your life could change, in the beginning of this manual I was
not just stating that for the sake of editorial impact, I really meant it. What you
will read in these pages has the power to make permanent changes in your
lifestyle... forever kind of stuff.
The degree to which this plan, or more properly the version of it that you evolve,
impacts your life and bank account, is going to depend on how and to what
extent you learn ways to contribute to others. You will find that as you go along,
an increasing number of ideas will occur to you about contributing. The more
you get caught up in the exercise of contributing, the more your creative skills
will evolve in order to fill that creative vacuum that you may be feeling at this
moment. Don‟t worry about getting this all done by next week, this is an
evolutionary process you‟re undertaking and you will grow into it daily if you
just follow the path in front of you.
I am going to suggest some basic exercises to help you evolve these new skills of
yours. You can take my advice or not, that‟s up to you. But please be warned, if
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11. you don‟t follow what I am going to suggest (as well as anything you want to add
of your own) you will be doing things the hard way. If you want this work you are
doing to be successful, start by building the correct emotional base for yourself.
If you do, your journey through this will be just the beginning of a truly wild
ride.
What’s Your Why?
O ne of the most important and powerful exercises you can do, is to ask
yourself Why. Why are you doing this? Why do you want to do this?
What‟s in it for you to do it?
I have a sheet taped to the bottom of my computer that has my Whys on it. Let
me tell you that it has pretty well eliminated my getting distracted by one or
more of the thousands of things that come whistling by every few minutes on the
net. There is virtually no moment in my day that is not influenced by my list of
Whys.
In my experience, this small personal exercise is more important than goal
setting (although goals are still vital) or virtually anything else you can do under
the umbrella of personal development.
In most instances, you can come up with a list in just a few minutes. As long as
you have a strong enough list of Why‟s, you can pretty well accomplish anything.
Think about it... without a strong enough Why, you never get anything
productive accomplished. After all you already have a long list of whys‟ in your
life if you think about it. Your why for eating is “hunger”. You already have why‟s
for your relationships... companionships, friendships plus a long list of
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12. emotional whys‟ depending on how you are put together. The thing is, that you
probably never thought to put your life in terms of Why. However the more
Whys you have on any given subject, the stronger it‟s rooted in your
consciousness. If you ever had (or have) a job that wasn‟t emotionally fulfilling,
you probably had a very short list of Whys for that job. In fact you can reflect on
adding more positive Whys for that job and make it more enjoyable
immediately.
So, do yourself a huge favor and spend a few minutes making a Why list for
yourself. Make sure to put it somewhere you will see it, in your day timer or on
the computer and watch the magic happen.
Goal Setting.
B oy, I bet you are tired of hearing about goal setting. There are few subjects
that are so overworked as goals. Nevertheless, there is something about
committing your list of desires to paper. Personally I tried goal setting when I
was much younger and found it didn‟t work too well for me. Sort of like going
window shopping without any money in your pocket or purse.
I have found (in later years) that the process of putting down what I consider to
be attainable goals is a huge help.
We live in THE age of distractions. 10,000 things fly at us all day long and in
order to survive, our brains filter out as much as they can, yet a lot still escapes
that filter and we frequently get overwhelmed. We need some methods just to
stay on track. Those things are a Why list and a short list of goals.
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13. I promise not to get off on a litany of goal setting exercises so you can relax :}.
Just remember that to stay on track you need to have a set of reminders for
yourself.
Mindset.
H ere‟s a short list of attitudes/values that, if you adopt them, will
significantly ease your journey through not only this materiel but
anything else you decide to tackle.
Value; Learning.
You will find this manual to be a comparatively short treatment of a very in
depth set of subjects. You certainly do not need to know all of them cold. In fact
learning a short list of what follows in this manual will serve you very well. At
the same time, it‟s to your very great benefit to understand what is out there; you
may decide you want to use a different method to market with next week or next
year. The way to accomplish this competency is to learn as many of the basics as
you can.
In business, as well as life, we all (hopefully) go through stages of awareness.
First; we don‟t know what we don‟t know and then hopefully we graduate to;
knowing what we don‟t know. To get to this second and vitally important
mindset, you need to have a passing knowledge of what is out there. Remember
you don‟t need to be an expert on all of this, just learn how to be aware of what‟s
out there.
That is the purpose of this manual, to give you a passing knowledge on the
subject of marketing, so you can go on to fill in what you need in your marketing
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14. plan. There are many ways to combine these methods and it‟s up to you how you
decide to put these resources together.
Value; Action.
You gotta take action if this plan is going to work. Action is the secret sauce that
makes your plan work. Many parts of what you are about to read are pretty well
mandatory to success. It‟s vital to apply what you learn here to build assets on
the web, such as your blog. The various pieces that you put in place will become
valuable assets that will grow in value over the coming months and years, so the
sooner you take action and build them as instructed, the faster all of this plan
will come into reality for you to enjoy and profit by.
Leadership.
T he training in this manual will show you the subjects you will need to know
to build a business on the internet. That‟s all pretty straightforward and is
simply (really) a matter of getting the various pieces in place.
The last mandatory component you will need to develop is leadership. Now
some of you reading this have practiced leadership for years and know much of
what I am about to say. Others will be new to this and need to pay close
attention, because without leadership the mechanical stuff in this manual
basically won‟t work.
You need leadership skills in order to successfully develop a business. You will
find that here on the internet there is no one to tell you what to do, no one to
lead the way, it‟s all up to you.
Although leadership encompasses a number of key components, most of it is
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15. attitudinal. Your posture in dealing with your prospects and customers is
critical. Truly, leadership is a process. Whether you have been in a leadership
role before or not, your growth never stops. Every day, regardless of your
experience you will learn more if you are out there doing the work.
Anyone who has achieved a leadership role in life, had to start out somewhere.
They became leaders because they learned to jump in and take the reins. Just
keep in mind that every leader on the planet, is still a work in progress, just like
you. Make the decision to be a leader now!
The main benefit to you for taking the responsibility of Leadership, from a
marketing perspective, is best explained as follows.
Most of you reading this manual, have chased business at one time or another
during your business career… you have been the pursuer. As you learn to be a
leader, gradually (and sometimes very quickly) you flip over to being the
pursued. What will cause or fuel this metamorphosis for you? Simply your desire
for leadership, your attitude and some tutoring. Once you have your posture
and confidence where they need to be, you will notice that people are actually
attracted to you (and hopefully your products). This is the essence of Leadership
in Marketing and it‟s something that can be learned. Just remember to always
lead, not follow.
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16. Why Market Research Is Your #1 Priority.
D o you know what everybody's favorite radio station is? It‟s WIIFM. The call
letters stand for What‟s In It For Me.
Now you may find that a bit cynical but I promise you it‟s not meant that way.
It‟s meant to illustrate a point about human nature. One of our most basic
survival mechanisms is an immediate ability to sense whether something is in
our best interest or not. People are all uncanny about this.
This is precisely the principle that gets you rejected when you approach someone
with your business proposition without getting to know them first. They know
that your proposal is, in all likelihood, about you not them.
It‟s a vital concept to grasp and can make a huge difference in how well your
business performs. Once you switch over your awareness to what is in your
prospects best interest, doors begin to open.
But just what IS in your prospects best interest? Most of you do not have a quick
answer for the question and that is what kills a business.
We are taught universally, that everyone is a prospect. Let me share a fact with
you, that concept is simply wrong. Hear the buzzer?... wrong.
As you make your, soon to be, debut in social marketing circles, you will soon
realize that places like Facebook are comprised of millions of interests. Facebook
has more than a half Billion members and they all have a different set of
interests. How can you possibly approach half a Billion people with your
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17. products? The answer is; you can‟t.
A key marketing paradox is that the narrower you define your target market, the
more people you will attract. If that seems counter intuitive to you, then simply
take my word for it „cause it‟s a fact.
The need for an “Ideal Client” profile will arise constantly throughout this
manual so try to give this your attention while I give you some tips to get the job
done.
I suggest that you start to think about and then write down, what are your
perfect prospects likes, dislikes and what they are probably thinking about. Here
is a partial list to get your gears engaged; money, security, paying the rent,
tuition for the kids, how do I make money in on the internet?, how do I build my
list?... get the idea? Then do the same exercise and describe what gives them
pain, what do they most dislike? Rejection is definitely one you might put in the
pain column; also not knowing what to do next is another pain people will do
anything to avoid.
Work on that list of yours and you will start to see a picture of your perfect
prospect start to take shape. Once you have a good profile put together, you are
in a position to start hunting. Keep in mind that you can profile more than one
ideal prospect. In fact you can profile as many as you have time for but start with
one to get your feet wet. This is one of the subjects that you will need to get very
comfortable with, as it is the foundation for everything else you will do online.
Learn about defining your market and your journey will be much easier.
Here is an excellent article from Entrepreneur Magazine that might give you a
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18. bit more insight into what I have been talking about.
Entrepreneur
Be sure to spend as much time as you need to get this right… it‟s vital.
One great idea that you can use to help formulate a feel for your market is in
Facebook. You‟ll need to first join Facebook if you haven‟t already, then set up
an ad account, however you don‟t have to run any ads or spend any money, just
set up an ad account by going to “Advertising” at the bottom of any page.
Once you have an account, look in the left hand column of the ads page and you
will see a link for Select “Campaigns”. Then you will see a green button on the
top left that says “Create an Ad”… click it.
Don‟t worry, you don‟t have to run an ad to do this research. When you are done
with what I am about to show you, you‟ll just close out of the page.
Now that you are in the ad setup page take a look at section #2. Targeting below.
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19. You can see that the market count of 120.270,840 represents the US Facebook
market of those over 18. In other words everyone of legal age in the US on
Facebook which is NOT your market.
A part of this search is unique to Facebook and is called “Psychographics” or the
ability to search on interests and lifestyles. This is very valuable information if
you use it correctly to dial in your market. Check out this link for more;
Facebook Psychographics
So now start to plug in variables starting with location. If you are going to be
marketing to English speaking markets go ahead and add Great Britain and
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20. Australia to the location list by typing them into the box next to United States.
A drop box will appear as you type, just select the country and the software will
populate the list.
Next, what age group is your target market? Baby Boomers for instance, are
from 1945 to 1964. Every age group is motivated by different things, you need to
do your homework to be sure that whatever message you develop is targeted to
the correct age group.
The last item you need to dial in is “Likes & Interests” this is the Psychograph
and where things start to get interesting.
I suggest that you start to plug in your likes and interests. You probably noticed
by now that each time you add a variable, Facebook recalculates the market
count. Up till now, the number has been huge because it represents the entire
Facebook market.
Now as you start to personalize your market the number will come way down
but that‟s OK. Keep adding likes and interests to the list including what you plan
your business to be about. If it‟s gardening or whatever, you will actually be able
to see your market on Facebook.
Spend some time with this, like an hour or so. Make a list of the likes & interests
that were the best combination for you. This list is the core of your marketing
plan… your audience. It is the key to how to approach them and what to market
to them. Do it Now!
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21. Now you should have a pretty good idea of what your potential market wants
and likes as well as a rough idea of how large it is. Granted, this is information
from Facebook, yet the Facebook enrollment is so huge that it is an excellent
bellwether of your intended market.
You are going to want to take that list you made on Facebook of ideal likes and
interests and do keyword research on them as described in the next chapter. By
further researching the actual market you will end up with a lot of information
that will be invaluable to your development plans. Mostly the data you collect
will give you a great view into the depth of your market for your intended
project.
After you have done the keyword research spend time looking at your
competitors websites. See what kind of products are being offered. Most of them
will have a free offer to join their list… sign up for the ones that interest you.
Examine every part of their process. What happens in their email series? What is
their freebie about? How do they stay in touch? Do they hammer you with sales
emails or do they romance you before the sales presentation? Just how do they
go about marketing to you? Look at every piece you can identify. Add a
bookmark folder in your browser for marketing and save the sites you research
in there for future reference.
Do this research on sites that are on the first page of search results that are a fit.
You will end up being quite knowledgeable about your market and how to
position yourself so that you are unique. Always be looking for an angle that
makes you different.
This is how I develop a marketing plan, I hope you prosper with it.
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22. Keyword Research.
N ow we begin to get into the “Internet Stuff” and we‟re going to start with
keywords. A definition of keyword is; “any significant word or phrase,
especially a word used to describe the contents of a document”. Keywords are
the gas that drives the search engines. All the words and phrases that people
have used to search for various topics, are organized by the search engines into
key words.
One of your ongoing jobs as an internet entrepreneur is to find the best
keywords for your website and publishing projects. Was that a surprise?
Publishing is an integral part of your plan. Don‟t worry you will learn how to
write… more on this later.
There are millions of keywords out there but only a certain set that are ideal for
each publishing project. Finding these keywords and incorporating them in your
documents is how your published works get found in the search engines. If
something you published, let‟s say an article, is indexed on page 200 of Google ,
don‟t expect much traffic. If, on the other hand, it gets indexed on page 1 of
Google for your search term, you can usually expect a fair amount of traffic to
your blog. Keywords are a major ingredient of how the search engines index or
place you.
Proper keyword selection takes research and (for me) pretty much the best tool
for crunching keywords out there is Market Samurai. This is one of the most
popular keyword tools in the world for a reason... it just works. Now the
downside is that it costs $100 and that may be too much for some of you at this
point. Rest assured that you can get an adequate job done by using the
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23. Google Search Based Keyword Tool . If you can‟t afford a full featured keyword
tool right now like Samurai, Google is your next best bet. Samurai does have a
twelve day trial though if you want to check it out for free. Another major point
in favor of using this software is that there is a very complete school in keyword
research included in the price. The school (called the Dojo) is the most complete
and easy to understand learning experience on this subject anywhere on the
web.
Your goal is to come up with what keywords or phrases people are searching for
within your topic. When you‟ve found them, you can use these keywords in
articles and other written materiel you will produce. You then take these words
or preferably phrases (because the 2 and 3 word phrases are easier to rank for in
the search engines) and run a search for them in the Google search engine (Not
the keyword tool). Search with the phrase in quotes. Searching in quotes ensures
the search is for the actual phrase, not the individual words contained in the
phrase.
You will see the search returned with a results number in the upper left as to
how many pages Google found in the search. Select phrases that are under
50,000 pages and more than 20,000 pages. That way you won‟t be drowned out
by too much competition or no search volume. More than 50,000 and you will
often have trouble competing in the beginning.
Now look at these keywords and make a list of them somewhere on your
computer or on a pad of paper. This list can be used first as a guide in naming
your website. If you do use one of these keyword phrases to name your site,
make it a phrase at the upper end of your list, in other words, closer to 50,000
searches, more if you are committed to doing the work needed to rank. This will
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24. give you some headroom to build some search volume as you go along. If you
choose a lower search volume to use as a naming guide, you will probably find
your site listed on the first page faster but you will be on a very low volume
search page. This will limit your search options as your site matures.
The same steps apply for how you develop your articles for publication as well as
the pages you develop for your site.
Now be aware that this is a grossly oversimplified explanation of SEO and you
would be well served to find a more in depth source of information to make a
study of the subject. The field is so large that there is simply no way to
adequately treat it in an article or two so I‟m not going to try.
Instead I have a great free solution for you that will leave you knowing more
about SEO than 95% of the people on the web. Go to:
http://www.seofaststart.com/ which is a training site owned by Dan Thiess. Dan
is one of the smartest people in the world on the subject of SEO and he offers a
course located at that address which runs for 12 weeks and is free.
Also be sure to download Dans manual when you land, entitled; “SEO FastStart”
it is a classic soup to nuts treatment of the very complex subject of SEO and as
soon as you read it, you will be one heck of a lot smarter about SEO than you
ever have been before. Dan makes it all easy to understand.
Good luck with your studies , please don‟t neglect this vital subject, it can and
will make a tremendous difference in your traffic. Remember traffic is money.
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25. Naming Your Website
T here are basically two schools of thought when it comes to choosing a
name. One approach is to choose a popular and targeted search phrase
from your keyword research and to build your name around it.
As you research keyword phrases, you can count on the fact that everything that
comes up in a domain search will be already taken.
How you get around that is to start hyphenating words and to add other words
like this. Internet Marketing is long gone but perhaps you can add your name,
like; GeorgesInternetMarketing.com. If that‟s gone, again try hyphenating it. If
that doesn‟t work add a word to the end; GeorgesInternetMarketingAdvise.com
as an example. When you get into longer names, it‟s my best opinion that the
phrase should be hyphenated. It‟s easier to read for your prospects and visitors
and it‟s easier for the search engines to pick out the original key phrase you used.
Remember not to get too carried away, try to keep the name as short as possible.
Also be sure to use either a .com or .net extension with .com being the most
preferred. People are used to the .com extension much more than any other. By
using it, you ensure the highest amount of conformity for most markets.
Your other naming option is to use your own name. Personally, I prefer to use
my name for my primary site due to the benefits of branding my name. My
business, as an example, is to publish an ongoing and growing number of
information products. I want my name on these products so that my customers
know who is standing behind their purchases.
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26. Another benefit of using your name, by the way, is that you will come up on the
first page of search results almost for sure. If you use your name in your
marketing, your prospects can easily find you in a search.
Your website is your brand, no matter how you choose to name it, that‟s the
brand you will need to promote your business on. So give this some thought
before you jump into a name. Remember, your whole business will revolve
around the name you pick, so choose wisely.
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27. Can You Sell?
E very business needs to sell their product. Therefore you are going to be
doing a lot of selling as your business takes off.
I want to give you my take on sales after 30 years of doing it for a living. Here is
my personal test of whether or not I have done a good job of selling... Do I Have
To Close or does the prospect close him/herself? That is my yardstick. I want to
give this person all the information they need in order for them to arrive at their
own conclusion. My sales history has a lot of sales to my credit and very few of
them ever backed out. The reason why was they made the decision, not me.
Now there are probably some sales types, fond of closing tricks, who might
disagree with that advise but I will promise that if you use this standard as your
yardstick, you will develop very strong relationships with all your new clients.
Closing tricks and sleight of copy do not make for strong relationships.
Strong relationship selling puts you in the role of guide and trusted advisor, not
some hammer wielding salesman. The real beauty of consultative selling like this
is that you can accomplish quite a bit of it by remote control through your
emails and your written materiel (that you‟re going to develop). If you do a
thorough job of “papering” your market, people will enroll in your business all
by themselves.
In the meantime, it‟s a good idea to brush up on basic selling procedures and
habits once in awhile. One of my favorite sales books of all time is “How To
Master The Art Of Selling ” by Tom Hopkins. The link is to Amazon, where you
can buy the paperback for like $10. This manual has been around since 1982
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28. and is a classic. It has everything you will ever need to understand selling, if you
need to learn, or even brush up on rusty skills.
Another very hard to find classic is by the late Harry Browne. Browne was a
legendary investment advisor and master salesman. He wrote what I believe is
the best book on selling I have ever read. It is ideal for those of you who find
selling to be a bit uncomfortable. The book is available at Harry Browne
And goes for about $10… Highly recommended.
A concept I‟ll address in the next section is “Salesmanship In Print”.
Knowing the basics of how to sell is an all important arrow in your quiver of
marketing knowledge, be sure to use it always in everything you write.
Remember, you don‟t have to be a great salesman to succeed wildly just be a
competent communicator and you have it made.
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29. Copy.
T his is a big one. Learning to write good copy is certainly an art form. Even
so, it‟s a sport you need to get competent in. I am going to go over a few
subsets of why this is so important and how you will be able to apply what you
learn.
W riting good copy takes a lot of study and practice. Thousands upon
thousands of pages have been written on the subject so there‟s no way to
teach you anything but starter material in this report. I will show you some
basics, as well as where to continue your education on copy as this chapter goes
along.
First comes the headline. It has been said that your headline is 80% of your ad.
Unless you can get a reader‟s attention immediately, your ad or sales page pretty
much gets ignored. The best way to get your headline writing into shape is to
study headlines that have worked in the past. You will quickly figure out how to
massage them into your niche. The first link is to a collection of the top 100
headlines ever written courtesy of the marketing legend Jay Abraham. The
second link goes to a top 10 headlines article on CopyBlogger.
Top 100 Headlines
Top 10 Headlines
Next comes body copy. Body copy together with bullets (next) are what makes
up most of your copy requirements to produce the various pieces you will read
about in this chapter. Once again I‟m going to call on CopyBlogger to show you
Copy 101. Also take a look at Clayton Makepiece‟s website to find more
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30. information on writing copy. Clayton is one of the most famous direct response
writers alive and you can spend days reading articles about copy writing on his
site.
http://www.copyblogger.com/copywriting-101/
http://www.makepeacetotalpackage.com/
The last major component of your sales page will be bullet points. These should
be like mini ads for your prospect. People like to scan copy and it‟s vital to have
as many benefits for their eyes to latch onto as you can. Perhaps the best advise
I‟ve ever read on the subject of bullets was written by the dear departed
copywriting Moses, Gary Halbert. Gary was pretty much universally considered
one of the top 1 or 2 copywriters of the last 50 years or so. His website is
maintained in his absence by his sons and is; The Gary Halbert Letter . The link
goes to an inside page on writing bullets called “Do The Twist”. You will get a
better education in writing bullets from that article than anywhere else I can
think of. When you‟re done with that article, back out to the home page and start
reading the articles. You will get some of the best copywriting training anywhere
on earth here for free.
Sales Letters
A s you get the basics nailed down and get ready to start generating traffic,
you will quickly see the immense value in learning to brand yourself.
Incumbent in this process is learning to develop written products that fit your
particular niche market(s). As you evolve, you will naturally and in time, start to
notice you have ideas about what products you can develop for your market.
This manual is an excellent example of a product idea. The idea to write it
occurred to me when I couldn‟t find a similar product. As you develop ideas you
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31. will also need to sell those ideas to the market. Even if it‟s a freebie, like my
manual, you still need to have ways to market the product. You do that by
developing sales letters that will sell for you 24 hours a day.
As you develop various sales letters, over the coming years, you will be amazed
at the power of these letters to market in your complete absence. You can be on
vacation and your sales letters are always working around the clock for you.
Reports
R eports are very easy to write and pure gold when it comes to gathering
peoples email addresses. Suffice it to say that writing reports on subjects
that interest your “ideal prospect” is just what you will need to use on your web
properties. These brief reports are especially valuable to fuel your squeeze pages.
Squeeze Pages
Y ou have surely seen ads on the internet where you exchange your name and
email for a free report that is of interest to you. These pages are known as
“Squeeze Pages” and are the leading method on the internet for collecting
prospects emails. What makes squeeze pages work, is the offer of something
valuable for free. The report should always be of interest to your prospect and
that‟s what makes most squeeze pages so successful. It‟s a simple exchange of
value and works very well indeed to grow your all important list.
Remember the section on Market Research? In it, I alluded to the fact that you
will probably develop multiple “Ideal Prospects” as you do more homework to
identify different niches that you might want to market to. Well here is how that
multiple prospect scenario plays out.
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32. Each time you identify a different niche that might have promise for you, here‟s
what you do. You buy a new domain ($10) and write a new squeeze page geared
to that new Ideal Prospect. Then you write a new report to go with the new page
and now you can test an entirely new market segment.
Email Marketing.
O nce you have captured someone‟s email, you need to market to them and
support and develop your relationship with them. The primary method for
this is email. You have undoubtedly given out your email at one time or another.
Did you notice how you immediately received an email communication? That
was their autoresponder confirming your email address. You should have also
received a welcome email from the person you signed up with. You must learn
how to write these emails in a very effective manner in order to set up your own
response system.
Hopefully, You‟re now permanently impressed with the concept of approaching
prospects from their point of view... right? So bearing this in mind, you can write
these short letters pretty easily or at least they are a fairly easy project to learn.
One of the things you will also need to learn is how to format your emails so that
they get read. From now on, start looking at all your emails to find examples or
styles that you like and can sort of “knock off”. Not copy mind you, but rather
emulate the styles that you like. I have an email inbox called “Go-Bys” where I
save emails that caught my attention. If you become a student of reading emails,
you will develop your own style of formatting and writing these things in no
time.
When you consider that this is the primary way you will communicate with your
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33. prospects, you soon realize how important it is to do it right. Start your
collection of emails today and begin studying how they‟re constructed so you can
start to write your own ASAP.
One of your first projects, once you are up on your feet, will be to write your first
email “series”. Your autoresponder gets stocked with the email series you have
written and automatically sends each one out at an interval you have set; 2 days
4 days, whatever you want to try. The way to do this is to sit down for a day or so
and write as many emails in progression as you can churn out. By progression I
mean that the series should stay linked to each other with a central theme and
should always tell the prospect what you want them to do next. Before you write
each one be sure to ask yourself what the goal of the email is.
Do not send every email trying to sell something. I usually reserve that for every
fifth or sixth email. In every other one, my goal is to provide as much value as I
can pack into the email. Again, fall back on your market research to search out
information that will interest your readers. You can start your information
search at Alltop which has a scad of new internet articles every day.
Classified Ads
T here are numerous opportunities for you to practice your writing skills in
producing small cheap ads to run. I run mine in US Free Ads. You can
publish pretty much unlimited ads for about $10 per month. The advantage is
it‟s a cheap way to test ad copy. These little ads can definitely produce traffic and
are also a way to reciprocally test your sales page copy, by testing your headlines
and bullets.
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34. By testing out headline ideas in classifieds, you will be able to tell which
headlines created the most traffic. You then use these winners as part of your
copy assets. Start keeping a journal of what worked.
You can also use those winning headlines in your articles and reports because
you know they pull… you‟ve tested them.
=====================
All of what you know about selling as well as all that you learn from now on
should find its way into your copy. Your sales letters, squeeze pages and
anything else that sells should be “Salesmanship In Print” which are the words
of John E. Kennedy, a legendary copywriter at the turn of the century. In fact,
that quote literally changed the face of advertising permanently. The manual
that resulted; “Reason Why Advertising” can be bought at Don Crowther‟s
website for about $30 and would be money well spent if you want to start
learning about how to write good copy.
It is generally concurred by everyone who has made it big online that the ability
to write selling copy is the #1 skill for success out there. Spend time and make
copy writing one of your favorite hobbies.
The links provided in this article represent a wealth of learning resources for
you. Put these sites in your browsers favorites list and visit them often, they will
make you a lot of money!
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35. Traditional Traffic Generation Methods.
T his is a very important section of the manual. Traffic is what the internet
marketing game is all about. I will be giving tips throughout this section but
please remember, I am not always going to go into great detail as the
information exists elsewhere to cover this stuff more completely. My goal is to
give you ideas and boost your confidence that the overall plan really does work.
Article Marketing
I Love article marketing. It is a subject I am very familiar with and I‟m going
to spend a little extra time on the subject because it is likewise a very
productive way to spend your time.
The way to start an article project out is keyword research. Now what I am going
to show you, uses Market Samurai but I have also described how to do this
research using the Google search tool on page 23.
Let‟s use the example of internet marketing. Open up Samurai and start a new
document with the name internet marketing then choose “keyword research”.
Once you‟re on that screen, select “generate keywords”. Samurai will return a list
of keywords that are the result of the internet marketing search. Now go to the
bottom right of the screen and select “analyze keywords”. This will open up the
screen and give you more information. Now sort the “searches” column by
clicking on it and eliminate all the searches under 50 a day. Now go up to the top
and hit “Analyze” again. This time Samurai returns all the market information
for the keywords. Now be sure “SEOTC” is checked in the selection boxes up top
and delete any keywords under 20,000 competing pages (no search volume) and
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36. delete any keywords over 50,000 (too much competition for you to rank right
now). What is left is your article keyword list.
Look in this range of 20,000 to 50,000 to start. Is there a keyword or phrase
that you could write an article about? Use that keyword as the title of your
article. You can add words to either side of the phrase if it reads better but leave
the search term intact in the title.
Doing this manually is obviously much more work but just try it on a few of the
keyword phrases you get from the Google Search Tool and you will find an
article title to use. Remember that you have to take the search results, one at a
time, and run them through a Google Search Engine search in quotes to get the
counts. Takes a little longer without a tool but you pretty much gat the same
information.
Now write a 4-500 word article using the keyword phrase you selected. Be sure
to weave the keywords into the first 100 words and the last 100 words. Also find
a discreet place in the middle to place the same words.
Always capitalize the first letter of each word in the title and I usually put it in
quotes.
If you are not used to writing, it helps to do a small outline first of what you want
to write about. Then you just fill in the outline sufficiently to fill out the article.
This is another one of those things that gets much easier with practice. So, the
more you write the faster it goes.
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37. A good guideline to follow is;
1. Tell them what you‟re going to tell them about.
2. Tell them.
3. Tell them what you just told them.
Now let‟s talk about publishing your article. All publishing services (I am going
to give you a few shortly) have what is known as a resource box. The resource
box is designed to show a short bio from you except that there is a better way to
set it up than a bio.
Before I start with the resource box, it‟s a very good idea is to end your article by
making reference to the great deal you have for the reader, waiting inside the
resource box. Sort of gets them acclimated to what comes next… which is the all
important click!
Decide what you want your reader to do, first. Are you going to be selling either
an affiliate product or your own product? Put your sales link inside a strong call
to action and make it a link. “Click Here To Download My Free Report On Hang
Gliding” would be a good one if you are collecting emails for your list. The more
blue you have in the link the better except that Ezine Articles, especially, might
cut down how much of the phrase is highlighted.
If possible, you need to weave the title keyword phrase into your resource box
copy if you can. When you have it in there, highlight it and create a link to your
squeeze page or home page. The reason this works so well with your placement
in the search engines is; Google, especially, gives great weight to links of this
nature. They are called anchor text. And by doing this your title and anchor text
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38. match… more brownie points from the search engines.
By the way, no more than 2 links in the resource box or many services won‟t list
your article.
Now publish your article at either Ezine Articles or ArticleBase . Both of these
services are great, with Ezine Articles having a slight edge due to somewhat
increased exposure for your article. The advantage to ArticleBase is that your
article will generally be on the internet, published in a day. Ezine takes a week.
Personally, I have been very happy with ArticleBase recently. A high percentage
of my ArticleBase articles are published on the front page of Google and I like
that a lot. Also be sure to check the coming section on social sites for more
submission sources.
Press Releases
Press Releases are a sure bet to create a great surge of traffic whether you are
going to announce your new web site or you are announcing a new product.
Press releases can give you a substantial amount of traffic and a consequent
number of sign ups.
A great source to learn about (free) publicity is the Publicity Insider . This is a
huge website with every publicity tip and angle imaginable. If you are going to go
this route at some point, you need to read up on how to put together a press
release, all the information you need is in the Publicity Insider.
Another thing to bear in mind is, as usual, you get what you pay for, so if you
want to get the most mileage out of your press release, plan on ponying up $100
and go to PRWeb for your release. These guys are not cheap, although you will
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39. definitely get the most traffic and exposure from their service.
RSS
R SS stands for Really Simple Syndication. Once you have gotten an RSS
address for your website through Feedburner, you are free to submit your
website to any number of RSS syndicators on the web by using the Feedburner
address you were given. This is a lot of added exposure for your blog. Once it‟s
hooked up, it will pretty much run under its own power and is an addition you
should add to any blog that you manage. Here is another link to a very good
learning resource for RSS
RSS Tutorial
Forum Marketing
O nce you have a few of these traffic assets set up, it‟s a good idea to spend
part of everyday being proactive and finding new traffic. To that end, one
of the things you should expose yourself to is forum posting in your niche
market. It‟s easy to find forums for your niches. Simply go to Google and search
for your keyword or phrase + the word “forum”. There are an extraordinary
amount of forums on the internet. A little homework on your end and you will
have a list of forums that you can visit again and again.
Here‟s the recipe. Visit the forums you have on your list and be sure they have
enough active members so that you‟re not wasting your time. You can‟t promote
in an empty room. Once you find a forum that has traffic and conversation going
on, join it. In the members area you will find a place to add your signature or
“Sig”. Just like the article resource box, you will have space to add a very short
promotional sentence and a link back to your blog.
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40. Now you can start reading the various posts and look for something you can
make an intelligent post on. When you comment, your Sig will appear at the
bottom of your post. If you have posted something helpful or useful, then others
will check out your post and more to the point, your link. This is a great way to
pick up subscribers and should be a part of your core traffic strategy.
Here is a great article on the subject of forum marketing that will help fill in the
details for you; About.com
Blog Commenting
This is an excellent way to get increased exposure for your blog. Go to Google
and do a search for your main keywords one at a time along with the word
“blog”. Each search result will give you several blogs that are in your subject
area. Start looking for blogs where you can comment. Now read the articles and
make a real post. No quickies here, you need to post something thoughtful,
something that will hopefully, elicit a response from the authors readers and
even the author him/herself.
You will not only get backlinks from this activity but you will also pick up
readers for your blog or website if you do a good job of posting a quality
response. This is a highly effective process so, again, please be sure to have read
the article you are commenting on and give a good thoughtful response.
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41. Traffic From Social Networking.
"No man becomes rich unless he enriches others." - Andrew Carnegie
Social networking is fast becoming the holy grail of traffic sources. Sites like
Facebook and Twitter have an insane amount of people. Facebook recently
passed One Half Billion members! You can easily find your niche market in
these places if you have done your marketing homework and know what your
niche really is.
Facebook
More than 500 million active users
50% of the active users log on to Facebook in any given day
Average user has 130 friends
People spend over 700 billion minutes per month on Facebook
Facebook is the social center of the internet worldwide. I like what Dan Thiess
(sign up for his newsletter) says; “The Internet Is Really Really Big”. So no
matter what you turned up in your marketing research for your ideal prospect,
they are on Facebook in droves. You really need to learn to use Facebook,
because you can create an impressive traffic volume from this incredible super
site which means incredible signups for your list and then sales..
All the concepts I have discussed so far about approaching business from the
other guys perspective, are personified on Facebook . The more you are able to
connect with what the other guy is feeling, the more friends you will end up with.
This is the main reason you did marketing research, so you DO know what
they‟re thinking.
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42. As I showed in the list at the opening of this chapter, the average user has 130
friends. What this means is that if you only have 30 friends you are networked
into 3,900 other people. Likewise if you have 100 friends then you are connected
to 13,000 others. You see how viral this system of Facebooks is?
Here‟s how you get your friends list started. First use the tools that Facebook
recommends which will go through your address book and invite those in it to
Facebook to be your friends. The other thing you can do is to do a search for
your topics or keywords. Now search through the information and start making
contact with the people you see listed in your area of interest by going to their
sites and checking out their friends. This is a long process at first but if you are
careful to promote your site with good information, that‟s of interest to as many
members of your market as possible, you will start to grow.
If you do have a friends list started, are your friends in your area of interest?
Until I learned how to work Facebook, I managed to have a collection of the
wrong people for my desired markets. The reason I created that mess is I had
not done the proper research into my ideal prospect. That research quickly
showed me the error of my ways and I started to rebuild.
I will continue to remind you of the importance of identifying your ideal
prospect. Armed with that information, here is one way to go hunting for your
new friends. Browse to http://Facebook.com and do a search for your ideal
prospect. If you don‟t have a Facebook account, now would be the time to set one
up.
You can select any keyword or phrase that fits your ideal profile. You will get
back a listing of pages that fit your search. Start visiting these pages and look for
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43. an opportunity to engage someone in a conversation. When you‟re on that page
that looks like a fit to your marketing theme, start making friend requests.
Remember to include a note in your friend request... this is a must! You might
say something like “I saw you on such and such page and couldn‟t help but
notice we have X in common”.
Be careful not to add many more than 20 new friends a day, as the Facebook
police may flag you for breaking their speed limit. The trick is to be consistent
and do it every day. If you‟re posting good content and staying active in your
posting your growth will happen like clockwork.
Be creative and respectful. Once again, see your request from their point of view.
They will wonder “who is this person and do I want them for a friend?”. So with
that in mind, write your perfect note. When I am out hunting for friends like
this, I copy and paste what I wrote to a notepad and change it just a little to
personalize it for each person.
There are a number of tricks and options when using Facebook. I have taught
you the basics here. The mindset if you will, needed to succeed in Social
environments is in the next chapter.
Here is a great article from Computerworld that explains more;
Facebook Article.
I am getting ready to launch a full featured course on Facebook
marketing. If you would like to be on the special pre-release list
and get a special price, then click the link below and leave your
name and email.
Pre-Release For Preferred Customer
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44. Twitter
106 Million Users
300,000 New Users Every Day
180,000,000 Unique Visitors daily
97% of twitter followers have less than 100 Followers
Twitter is the other major social phenomenon after Facebook. It is not nearly as
big as Facebook, nevertheless it‟s huge. Twitter allows you a maximum message
of 140 characters in your “Tweets”, so you need to really think about how to pack
your messages into a short space.
There are ways that you can do some very cute marketing tricks like cross
linking from Facebook to Twitter so you get more mileage from the two
combined. This is the very definition of synergy and results in a very powerful
punch when you post in either spot. Here are the instructions;
http://twitter.com/widgets/Facebook (you‟ll need to login).
Set up a Twitter account now if you don‟t already have one.
The same mindset recipe discussed in the Facebook section also applies exactly
the same here. So once again, do a search for your ideal prospect by searching
keywords and phrases. You will get back a list of accounts that fit your
description. Start looking through them to see if they are a match for your
market(s). Then start by contributing, not selling.
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45. A good daily posting schedule is as follows;
A Joke or Something Humorous
A Quote
A Video (doesn‟t need to yours)
A Guru re-tweet (do a search)
A Follower re-tweet
Some Niche news
An Open ended question
A Promotion (sell something)
What you are doing
Connect with someone
This schedule was something I recently read and saved but I don‟t have the
author, who deserves attribution. Nevertheless, you can break this up over a few
days if your schedule dictates. Notice that only 10% of the activity concerns itself
with selling.
I find Twitter to be a bit more complex than Facebook, there are a number of
concepts to grasp before you will really understand how to maximize it. Not a big
deal really, just recognize that you need to learn the nomenclature before you
can take full advantage of this resource.
Take a look at Twitters tutorial; http://support.twitter.com/
As you start to generate marketing collateral, like articles and the like, Twitter is
a good place to announce how others can read them. This will lead people back
to your blog and once again give them the opportunity to sign up with your list.
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46. The central object of Twitter marketing is getting followers. To do this, you first
“follow” others. Typically they will follow you back and now you have a follower.
You can send direct messages to your followers, sort of a private network if you
will.
As I said there is some learning curve on Twitter so just read the tutorial. The
actual act of Twitting (making a post) is stupid easy and will get you started.
Remember that this is a social environment so no selling until you have started
pattern of useful contribution to your network.
I will confess, that I use an automated tool to get followers on Twitter. You can
build a huge following with this software. TweetAdder is discreet and will not get
you in trouble if you follow directions
The next section will discuss what sort of mindset you need to turn these
networking powerhouses into leads for your business.
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47. A Few Secrets To
Social Marketing.
A lthough you still have some homework to do on the subject of Facebook
and Twitter, I‟d like to give you a very key concept that you can use in any
social network environment you want.
OK, here‟s the first; Learn To Ask Questions.
Like many important concepts, this is a deceptively simple one.
Don‟t be fooled by its simplicity, this truly is a very powerful concept. Questions
cause people to respond to you, which is exactly what you are looking for as a
member of any community. Your goal is to have people remember you and
correspond with you. Getting a business relationship off the ground takes
planning and personal attraction. One of the fastest ways you can create
attraction is through the use of questions.
Specifically you want to study up on open ended questions. These are questions
that cannot be answered with a yes or no. Closed end questions can be answered
yes or no… stay away from them. You want to elicit a response, not a yes or no,
you want to pick a conversation. For an example go to Media College.com .
If you‟re wondering how to come up with timely questions that will get results
try checking out the news. One place I shop for ideas is to do a search for
“interesting facts”. For instance, I just looked up interesting facts on Google and
found 11,000,000 pages in the search... that should get you going and keep you
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48. going. The first page returned, had a fact about Facebook reducing its privacy
settings to stay more competitive with Twitter. So how about this question? “Do
you think Facebook made a mistake by lowering its privacy settings and allowing
strangers into our accounts”? That question will get responses.
That was a quick example and I would certainly spend more time formulating
questions for my market, if I were you. The point here, is that you can do some
digging around for topical subjects on the net and come up with all sorts of data,
a lot of which can be repurposed into questions that will strike up a little or a lot
of controversy.
That‟s the second secret of writing good social copy... look for controversy. So
long as you don‟t get too offensive, controversy sells. You will probably upset
some people but that‟s actually what you want. You want to tickle your
audience‟s emotions. Believe me they will start to notice you with this tactic. Just
remember that you are walking somewhat of a tightrope here, so select your
topics carefully. Here‟s another idea; “Do You Think Internet Marketing Is On
The Level”? How about; Do You Think There Are Too Many Marketing Scams
Going On”? Those questions will stir emotions and get you lots of responses.
Asking open ended questions is really a mental habit you can quickly get into.
You will soon find that you start to think more in questions which will kick up a
lot of creative ideas for you to add to your tool kit.
Come up with some great questions and post them on Facebook and Twitter
today.
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49. Traffic From Blogging.
Y our blog should be the centerpiece of your marketing system. Google loves
blogs because they are designed to contribute information to the net which
is Google‟s prime focus for their customers… fresh information.
When you start your first blog, it doesn‟t need to be a work of art, you can evolve
your blog as you go, as far as graphics and appearance are concerned. What it
does need is fresh information. Remember that your blog will be where nearly
everyone who is looking you over, will end up at some point.
Design your blog content so that it matches your market. Once again, we are
back to your ideal prospect profile. Take a descriptive keyword or phrase from
your ideal profile. Now run this keyword through the Google search tool
described on page 23. If you have Market Samurai, set up a new search for that
keyword. What this will give you is a list of topics that you can research for
further development. This is a great way to come up with article ideas. Write
those articles then publish them as described on page 38. As soon as you have
them published, put the article on your blog and announce them on Facebook or
Twitter.
Every time you publish something new, Wordpress will “ping” or announce that
new post for you to the rest of the internet. Make sure you have your privacy
settings set to let the search engines find you.
Now installing the actual blog is easy. Most web hosts have an almost instant
installer for Wordpress called Fantastico which is in your cpanel. If you don‟t
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50. have hosting yet this will be Greek to you. Anyone with a webhost should know
about cpanel. Fantastico is located at the near bottom of the cpanel page.
Once the blog is installed, you need to decide on a theme. The new Wordpress
3.1 comes with a very nice theme but I would advise you to look at a custom
theme for your website.
I have been using the Thesis theme for a year now and like it a lot however it‟s
not for beginners. I‟ve also heard great things about Woo Themes which has
some really good looking themes.
There are two social plugins that should be installed on your blog. They both
allow readers to post likes (if they like your article) to Facebook and Twitter
respectively. Just download them and install in your plugins folder.
http://www.wordpress.org/extend/plugins/tweetmeme
http://www.wordpress.org/extend/plugins/Facebook-share-new
Setting up a blog is challenging the first couple of times through. If you are
totally new at this and need a step by step, consider checking out this product on
the world famous Warrior.com forum; Blog Course
Last I checked it was $14 and covered everything you need to get your blog up
and ready for business.
Blogs are relatively straight forward yet you will have to put some time in to
become familiar with the controls and all the options. If you are new to building
a blog I advise you to learn how to do it step by step with a good course.
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51. Traffic From
Document Sharing Sites.
T hese directories are not unlike the article sharing sites from page 38. The
difference is that they are mixed media, so you can upload Power Point
presentations and often video. Google absolutely loves these sites. Articles
routinely rank higher in Google when they are listed from one of these sites.
Another point in their favor is they don‟t limit your links to the resource box
only, like article sites do. You can add your links in the body of the article with
no problem.
They also do not review your articles like the article sites, so you get published
instantly. No more waiting a week for Ezine Articles to review your copy.
Google sometimes indexes (shows) your article in as little as a few minutes. A
few hours is probably more realistic, still it‟s blazingly fast indexing.
Duplicate content is perfectly acceptable. So, for example, if you have published
your article on ArticleBase you are fine publishing on one or more of the
document sharing sites.
My two favorite sites are http://www.Docstoc.com and http://www.scribd.com.
Be careful with Scribd though, they can be a little touchy if your article is too
promotional. Send them articles that are informative and are oriented towards
teaching. Don‟t worry, you know more than you think just by reading this
manual. Write something good and submit it!
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52. Traffic From
Content Sharing Sites.
T here is a fine line between Document Sharing and Content Sharing sites.
You may have heard the term Web 2.0? The concept behind Web 2.0 is that
it marked the evolution of the web into an interactive medium. Content sharing
still lets you publish your article but it delivers a richer environment in which to
do so. What does richer mean? Well 2.0 sites are the next thing to an actual web
page you might put together.
The two content sharing sites I am going to refer to here are;
http://www.squidoo.com and http://www.hubpages.com which are two of the
biggest. These sites take a modular approach to publishing your content. That
means they include additional content options in addition to just your article.
For instance they include the ability to run advertising and you can publish
photos. Squidoo even has a modular add-on for conducting polls.
Articles published on either of these sites also do well in the search engines. The
final product, in both cases, is reminiscent of a finished web page rather than
just an article. You should plan on adding these content sharing sites to your
work list and publish to them on a regular basis.
They also get a lot of Google love so they are excellent spots to put on your
regular posting list.
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53. Traffic from
Pay Per Click.
A fter you have hit a few home runs, you may feel like tackling paid traffic.
BEWARE, you can lose a lot of money very quickly if you do this wrong. I
am only going to teach you one method here as well as general concepts.
Learning this subject before you jump in is absolutely mandatory if you don‟t
want to lose money!
Pay Per Click, just as the name implies, allows you to buy traffic for your web
site. The 3 major search engines have access to spectacular amounts of traffic
and they would love to sell it to you yet you need to move slowly here.
The way PPC basically works is that you load in a highly refined keyword list and
numerous versions of your ad, then the search engines place your add on
websites all over the internet based on those keywords. People who do this for a
living have raised key word research to unbelievable levels.
I am going to show you the best training site for PPC that I know of on the
internet. The site is PPC Coach. Now a word of advice, PPC Coach is huge and
will take you quite a bit of time to swallow. Do not join that site until you have
everything in your network set up and working first. Learning PPC is more than
a full time job. If you try to get smart about it before you have your system up
and running, you won‟t have anything to promote with PPC. You have to get set
up before you tackle this.
There is no question that you can drive insane amounts of traffic to your blog or
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54. your squeeze page using PPC but it‟s going to cost you money. I have been
successful at buying traffic for .60 to .70 cents per click but it‟s a safer number to
look at a dollar a click to as much as $4 per click depending on your
niche/keywords.
Experienced readers will find .60-.70 to be an awfully low number . So how did I
pull off .70 cents? I am going to tell you but I want you to understand that this
information is not all over the place and I want you to respect it… when the time
comes, use it as part of your strategy.
Now I have only done this on the Google network so I am not going to know too
much about Yahoo and MSN however they should be pretty similar. The way I
did this is to use what is known as the “Display Network” and I did not run text
ads but rather banners. Banner advertising is very cheap and completely
effective in that it can produce a lot of leads for you.
To do this you will need to set up a series of banners for the different display
categories and sizes. Most people will have the banners made by a professional
graphics artist. If you Google “banners” you will see that there are plenty of
people looking for work.
You have to write the copy for the banners also. This is the primary reason to
take your time with PPC as you will need copywriting skills to do this right.
You then submit the banners for editorial approval, set up your campaign and
launch it.
If you would like to get more specifics on this, drop me a note at
mailto:frank@frankstuart.com and I‟ll hook you up with more information.
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55. Traffic From Video;
It Isn’t As Hard As It Looks.
V iewers watch 2 Billion videos a day on You Tube. Every minute of the day,
24 hours of video is uploaded to that website. If that gives you some idea of
the strength of video on You Tube, don‟t forget there are dozens more video sites
around the internet.
It has become pretty much impossible to market on the net without using video.
Problem is, it scares a lot of people to think of making a video of themselves. You
need to get over that quickly because the train is leaving the station on this one.
Hopefully your computer has a built in cam, in which case you are in great shape
to get started. You will need video recording software to record with. If you are
on a Mac I highly recommend Screenflow which is what I use and it‟s a terrific
piece of software. It goes for $100 and you can check it out on that link.
If you are using a PC, you will be fine with Windows Moviemaker which is
standard now with Windows. If you have Windows 7 you will need to download
it from the web, just do a search for it on Google.
If you don‟t have a built in camera, you can pick up a “Flip” Camcorder on Ebay
for between $100 and $125. Remember that if you get a Flip, you are definitely
going to need a tripod also so that you can film yourself.
An easy trick to get started is to video your articles.
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56. This is a much easier way to get started than trying to script and shoot a
production for the first time. Article recording really works best if you have a
cam in your computer. The reason is, you can set up a sort of TelePrompTer on
your computer by copy and pasting your article into a text file and setting the file
to “wrap” in your settings. Then make the page very narrow so your eyes can
take in the text without moving too much. Once all that is done, tuck the file into
the center of your screen, right under the camera. With your hand on the scroll
control of your mouse, start the camera and read into it till you are done. You
will need to play around with this recipe but it works very well, once you have it
set up. Don‟t forget to put some life into your reading. Be animated and the
recording will be much better. Don‟t forget to smile.
Now if you are shooting from your Flip this isn‟t quite so easy to do because you
will have to work from a printed page, because the Flip is obviously not
connected to the computer. What you can do is to outline your article with bullet
points so it fits on 1 or 2 pages. Then print the outline in large enough type so
you can read it from say 10 feet away. Then tape it to the tripod under the
camera where you can read it from that distance. If you print the article
verbatim, it will be too hard to read from a distance so to do it this way, you‟ll
just have to wing it from the outline.
Another simple recipe to start with is to work from Keynote on a Mac or Power
Point on a PC. If you don‟t have either of these download Open Office which is
cross platform (works on any computer) and has a perfectly adequate Power
Point knockoff.
Outline your article in the software then just narrate the slide show and you are
done. Instructions for every application and computer combination can be found
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57. quickly with a Google search. I am seeing more and more gurus use this model
every week so it must work pretty well as far as grabbing prospects or they
wouldn‟t be doing it.
Once you have a finished product you need to publish it. First go to
You Tube which is the largest video market in the world. Next, go set up an
account at Tubemogul which is a free video distribution site.
There is a paid option available that every serious video marketer should
consider, period. It is called Traffic Geyser and will distribute your video to fifty
video distribution sites at a time. As attractive as that is, the real benefit is the
education they provide. If you take the classes they offer you will learn how to
make very good movies. TG is $100 per month, so again; if you aren‟t going to
use it don‟t waste your money. If you are ready to join the video community
though, you will make your money back fairly easily every month using this
resource.
This is the end of the traffic section. There are lots of other methods out there,
but learning these and putting them into practice will keep you plenty busy. If
you are on my list plan on getting Traffic Updates which will show you even
more ways to get free traffic.
If you‟re not on my list, go ahead and join now, you will be glad you did.
Go Ahead…Enroll Now!
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58. Social Bookmarking,
Another Layer In Your Web.
B ookmarking was originally developed as a way to keep your browser
bookmarks at a remote location so that if you crashed your computer, your
bookmark library would be safe at that external website.
This personal cataloging quickly evolved into an indexing system with the
introduction of tags (labels) that allowed information to be cross referenced. In
other words, you could gain access to everyone else's favorites depending on
what keyword you searched.
That stage of bookmarking soon morphed into Social Bookmarking and became
a way to promote your site or blog by listing your articles for others to add to
their index which quickly led to the discovery of your website or blog.
That posting activity also created backlinks from the social bookmarking site to
yours and backlinks are how the search engines score popularity. So the more
links, the more you moved up in the search listings.
This worked like a charm for awhile until, like so many other things, it got
abused. So, Google has changed how they score these bookmarks. The key to
success here is to use strategy in your bookmarking. If you do what I tell you,
you can get still a lot of mileage out of bookmarking.
In order to appear natural to the bookmarking sites, you have to kind of take off
your promoters hat and look at this as if you were using the sites for the
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59. purpose they were intended, i.e. not as a promotion tool.
Only bookmark your best articles and then sprinkle other bookmarks in liberally
that are not yours. Just take a few moments to look at other articles in whatever
directory you are publishing with and bookmark them along with your own. This
takes a little extra time but will result in a good chunk of traffic once you are
trusted by the bookmarking sites. You will develop trust because you are
bookmarking lots of sites in addition to your own.
Here is a list of Social Bookmarking sites you should get signed up for.
Delicious
Digg
Furl
Technorati
Stumbleupon
You don‟t have to use all of these, they are quite similar. I would suggest picking
one to get used to the process and then add more to your collection of weapons
as you go along. Don‟t be surprised if one or more of your bookmarks show up in
the search engines, they frequently do.
One last tip; prepare a list of keywords that fit your ideal prospect to use as tags
in your bookmarks. Save this in a text file because you will find that many places
you frequent will ask for tags and that way you‟ll have them. All the article sites
require tags for instance. If you have saved a list you won‟t have to re-invent the
wheel every time you need tags.
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60. Monetizing Your Blog.
Affiliate Products
T his chapter addresses how to make money from your blog. Affiliate
programs will pay you a percentage of each sale you refer to them and they
handle all the details, you get the check. Just as this manual cannot possibly
cover all the details you need to know about its subjects, the people on your list
will naturally (and correctly) seek out additional information for their education
once they have read your blog posts. If you have done a good job of researching
valuable information sources, many of them will buy through your links.
Additionally, you need to weave these affiliate links into what you write about
except, of course, for submitted articles which don‟t allow body links. There are
actually a lot of ways to market affiliate programs though for your needs as a
social networker, your articles and your blog are the place to do your affiliate
marketing. You should actually write and submit articles to the directories about
individual affiliate programs you are promoting. Don‟t forget to include the link
to your affiliate product in your resource box and to have that link match your
title if you can.
Be sure to disguise your affiliate links because they are all really ugly and
broadcast to your prospects that they are affiliate links… very unprofessional.
The best way to cover your tracks is to use Bit.ly http://bit.ly/, just put in your
link and Bit.ly will encode it into a shorter and pretty much universally
recognized format, just like many of the links in this manual.
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61. Your Very Own Products
D eveloping your own information products will positively impact every
component of your business for the better. You will be able to promote
your own products on; your squeeze page; your blog; and all your social
networking memberships like Facebook and Twitter. Your information products
will become universal tools to build your cash flow and reputation. This is the
ultimate goal in building an internet business as far as I‟m concerned.
I believe that as the net continues to grow, affiliate products will come under
increasing pressure in the big advertising mediums such as Google and
eventually Facebook. There are already rules in PPC that prevent direct linking
(where the ad links directly to the affiliate product) and I believe the rules will
get more stringent. There‟s always a way around the rules, but wouldn‟t you
rather guide yourself to a more trouble free model for your business? There will
always be demand for branded products, as long as you have done your
marketing homework before you develop anything.
Don‟t let the idea of writing your own branded product stress you out! You will
find that as you put your marketing plan and web components together, ideas
will start occurring to you. Always keep notes of your ideas. In no time you will
have a great list of ideas. I keep a text file open on my desk all the time to
capture ideas. I have learned over the years that ideas arrive pretty much when
they want to and they often get forgotten if I don‟t write them down. With the
text file I have a place to immediately write that idea down. Try this and you will
be amazed what will find its way onto your list over the course of a few weeks.
If you are stuck for ideas, go to the Amazon book section and do a keyword
search for your topic. You will find all sorts of books that are published… now go
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62. look at their table of contents to start generating ideas. Needless to say, you
aren‟t going to plagiarize anything you are just looking for ideas. Once you spend
a little time in there and start making notes, you should never run out of product
ideas again.
Anyway, having an information product of your own creation, will also give you
a real boost in your online status. It is a necessity to have something unique to
give away in exchange for your prospects name and address. Many new
marketers start with a free report as a giveaway. I got a little carried away and
wrote this manual. Whatever you develop, load it with value and get it out there.
If you need something to bait your capture page and don‟t yet have a giveaway,
you are welcome to use this manual as a stop gap until you have had time to
develop your own product. Just drop me an email to let me know you have used
it, my email is at the end of the manual.
Having said that, your main priority is to develop something of your own. Once
you have the right idea, and you will know instinctively when the time is right,
just sit down and write it even if it takes you a week or two, it will be time very
well spent.
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63. Your List.
H opefully, by now, you have started to visualize your outcome and see how
all these pieces; your blog, squeeze page, capture page(s), Social Network
sites, articles and marketing pieces of one sort or another, all come together into
a synergistic whole to produce sales and relationships for your business.
The most valuable asset you will ever build though is your list. Everyone that
signs up for your report or newsletter, or whatever you are exchanging for their
name and email, goes into building your list. The larger your list the more
valuable it is and the more money you will make.
Because it is so valuable, you need to feed it religiously with timely, interesting
information so it will bond your subscribers to you a little more with each
mailing. We talked about email on page 32. Email is how you get your list to fall
in love with you. Romance that list and you will do very well for yourself. Every
time you write an email, look it over and ask yourself; how can I add more value
to this for my list?
Let me share with you why a list can mean so much money for you. A list is a
captive audience to sell things to forever. If you have done your list building
correctly, that list will be very responsive to your suggestions and
recommendations. As long as you bend over backwards to provide value in your
emails to them, they will stick around to buy stuff from you.
In the beginning, before you have developed a product, you will be best served
by offering carefully selected affiliate products to your list.
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64. Now let‟s say you decide to write an email about one of Lee McIntyre‟s products
and recommend it. Once you have written a persuasive email, you are
going to have a percentage of your list buy that product you are recommending
from Lee. He has a lot of grade A information products and one of his
cornerstones is his Gold Membership which sells for $97 per month (and is
worth every penny by the way). This pays 50% for each sign up EACH MONTH.
He has a scary high retention rate so you actually may get your buyers to stick
for awhile.
Be sure you have consumed what you are recommending. I recommend
McIntyre because I buy his information products. No one can develop passion
for another product without having already become a customer of whoever is
offering it. I see affiliate marketers doing this on a regular basis and it lacks
credibility in the extreme. Your copy will give you away if you don‟t own the
product.
Now you can do these sales on a fairly recurring basis as long as you don‟t
irritate your list with constant sales pitches. The secret is to continue to give
them regular value interspersed with occasional sales presentations.
Learn to be provocative in your emails, ask good questions. As we discussed on
page 47, “questions are the answer” to strong copy and great response from your
list.
In closing, never forget that building your list is your #1 task and goal. With time
and proper care, your list will grow into your own personal cash cow... don‟t
forget to feed it.
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65. The Last Chapter.
I Would like to thank you for sticking with the program long enough to read
the whole manual... you did a great job. Now you have a pretty complete
overview of what it takes to succeed at building and running a successful
business on the internet. As I said in the introduction, building out the pieces
and putting them into action will change your life.
There‟s nowhere where reading one manual or book can map out your whole
future; this is certainly not one of them. This manual has just been a brief
outline of the job ahead for you.
Many times in life, we shy away from tackling big jobs because of the unknowns
involved. I hope this manual has eliminated some of the unknown as an excuse,
now you have the big picture... it‟s yours… no one can take it away.
It‟s time to answer the question many of you have asked throughout this
manual... what about the details? How do I actually learn how to do all this, now
that I have the concept?
There‟s no sense in sugar coating the fact that setting up a winning business on
the internet is a lot of work. The good news is that every time you develop a new
idea or product for your market, you own it, once it‟s done and you can sell it for
years to come. Building this kind of equity takes time but it‟s time incredibly well
spent.
If I were to advise you as to a prime source of “How To” today, I would say that
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66. One of the best sources of information currently on the internet is Lee McIntyre
in Northern England. I have learned more from him than all the others (and
there have been many) put together. It‟s a fact that money spent in learning the
best and fastest path to your goals is money well spent. You simply must learn
what you need to know in the fastest time possible. Lee provides that very rare
combination of total disclosure and teaching skill that is so hard to find amongst
all the noise out there.
Check out Lee McIntyre Today.
So, let‟s wrap it up... Thanks ever so much for reading my manual, I completely
appreciate it.
All the best to you and yours, thanks again and please, feel free to contact me if I
can be of any service to you.
Frank Stuart
http://www.FrankStuart.com
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67. My Bio.
I am the owner and operator of 52ecommerce blogs. These blogs were set up to
send business to Ebay, Amazon and various other smaller merchants depending
on the theme of the blog.
I simply got sick of retailing and affiliate work and started Frank Stuart.com in
order to share what I have learned on the net in the last five years. My intention
is to help those folks who are starting out or still trying to figure out a recipe that
will bring in money.
Numerous “Webucation” products are in the works and will be released soon. In
the meantime, please do yourself a favor and enroll yourself in my newsletter at
FrankStuart.com. There will always be lots of free information on internet
marketing and a few surprises. Enroll now, after all, you can always unsubscribe
if you don‟t get as much out of it as I have promised. Don‟t miss out!
Simply click on the following link… Enroll Now!
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