Bridging the Chasm from Lead to Loyal Customer

Bridging the Chasm from Lead to Loyal Customer

by: Julie Chance

Bridging the Chasm from Lead to Loyal Customer: A Step by Step Guide for Developing Awareness, Building Credibility and Acquiring Customers

Have you ever watched a documentary about climbing Mount Everest? If so, you will undoubtedly remember one specific segment of the journey where the climbers cross a chasm, one carefully placed step after another, using aluminum ladders strung end to end. For me, just the thought of it is enough to cause an anxiety attack!

There is a similar chasm between your product or service and your potential customers, even if it is only in the potential customers’ mind. And for them, the thought of crossing that chasm is enough to cause a severe case of anxiety.

Picture a group of your potential customers, standing at the edge of a chasm on Mount Everest and you and your product or service standing on the other side. It is your job and the role of your marketing efforts to help potential clients cross that chasm one step at a time. At this stage, your immediate objective is not to get them to purchase. It is simply to get them to take that first step out onto the ladder, followed by one more step, and than another until they reach the ultimate decision to purchase.

It is as ludicrous to expect a potential customer to reach a purchase decision in one step as it would be to expect a Mount Everest adventurer to cross a chasm in one step. So how can you begin to move your potential customers across the purchase chasm?

• Step One Awareness and Knowledge: Before someone can purchase a product or service they must be aware of it. They must also have knowledge about what problems the product or service will solve for them. They must be able to picture in their minds the benefit they will receive from using the product or service, and that picture must be enticing enough to motivate them to take that first step.

At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:

* Is of value to your potential client

* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems

* Poses a very low level of risk or obligation on the part of the prospective customer.

• Step two Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I’m sure the company ranked quite low on the liking, preference and credibility scale.

At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an ebook, etc. For example, a trainer might gain credibility and allow potential customers to ขsampleข their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.

• Step Three – Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, oneonone selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.

While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:

•Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).

•Builds on the previous exposure, automatically moving people through the buying process one step at a time.

To begin the process of helping potential clients bridge the chasm to loyal customer ask yourself these questions:

1. What are three to five ways I can have an initial contact with members of my ideal customer group?

2. What can I provide as a free offer in exchange for contact information to get people to take the first step?

3. What are two or three intermediary steps I can encourage prospects to take?

4. What are the key promotional tools that I will use at each step?

About The Author

Julie Chance is president of StrategiesbyDESIGN, a Dallas based firm that helps small businesses and service professionals Map A Path to Success by bridging the chasm from Lead to Loyal Customer. For more information or to sign up for our free Marketing Tips Newsletter go to http://www.strategiesbydesign.com or call 9727019311.

[email protected]

This article was posted on November 16, 2003

by Julie Chance

Overcoming the Five Obstacles to Affiliate Success

Overcoming the Five Obstacles to Affiliate Success

by: Bill Platt

Nearly every mass marketable product or service available online sports an Affiliate Program or MLM matrix to encourage small business people to sell those products or services to others.

For beginners in the online marketplace and even some proกs, these programs offer the best opportunity for earning substantial incomes to their participants.

Yet, despite the promise of Affiliate Programs and MLMกs for making money online, fewer than 5% of all participants will ever be successful with them! Only one out of a hundred will ever earn more than $1000 per month from the programs!

There are several factors contributing to these dismal numbers:

Failure to try

Failure to learn

Building sales without any concern about building a network

Building a network without any concern for sales

Failure to duplicate

FAILURE TO TRY

Many people will argue this point. They argue that they tried and the program failed them. Yet, if you were to persist in your queries, most peopleกs idea of trying is throwing a banner on their website or running one or two untested ads. Folks, that just does not cut it!

Being successful in an Affiliate Program, MLM program or anything else be it online or offline requires much more than a halfhearted, shortlived attempt at promoting a program.

FAILURE TO LEARN

Whatever endeavor is undertaken, success comes with knowledge. College is good at teaching folks the basics of hundreds of professions. Folks understand that in order to be a CPA, an attorney, a chemist, an engineer or any of a number of professions, they must learn a great deal of knowledge before they will be successful in the field.

Yet, the same people will come online and believe they can turn on the computer and already know everything there is to know about running a successful online business.

To be successful as an online marketer, it helps to at least become acquainted with web design, graphics design, copy writing, marketing research, promotion, advertising, customer service and many other areas. It also helps to know about areas specific to the Internet such as search engine optimization, web traffic patterns, direct email marketing, and networking with others.

As an online marketer, you should either have knowledge of these various disciplines or be prepared to hire on people who already possess these skills. Unless you have very deep pockets, you should be prepared to learn a few of these skills for yourself.

BUILDING SALES WITHOUT ANY CONCERN ABOUT BUILDING A NETWORK

The largest advantage of the Affiliate Program or MLM program is the ability to grow a network of affiliates underneath of you.

While you are able to sell a certain amount of products or services to the consumer, a team of people who can sell just as many products or services as you can, will add to your full income potential. Due to the nature of the Affiliate Program and the MLM program, you will earn a small percentage from the sales of all of the people in your network of sellers.

As an affiliate without a network, your potential earnings are limited by the number of products and services you can sell by yourself.

With the average Affiliate Program or MLM, the first tier of your network will generally net you a 10% to 20% cut of all of the products and services your first tier people sell. With only five sellers underneath of you on your first tier, you are at the minimum capable of doubling your monthly income.

BUILDING A NETWORK WITHOUT ANY CONCERN FOR SALES

The most devastating cause for failure is building a network of people whose sole focus is building a network of affiliates!

Folks, no matter the size of your network, be advised. No income can be earned until someone sells a product or service!

What good is a network of thousand marketers whose only concern is building a network and not selling the products and services which are required to earn commissions?

A thousand affiliates with no sales adds up to a whopping zero dollar check for you!

FAILURE TO DUPLICATE

The most important person in your network is YOU!

You begin by making an honest effort. You followup by building your knowledge base, continuing to learn always. You then focus on actually selling products and services. Always in the back of your mind, you are looking ahead to the day when you will begin building your network of affiliates.

The important thing to remember is that your network is always a mirror image of YOU and YOUR EFFORTS.

Duplication is the process of actually teaching someone else to do exactly as you do. Nothing more, nothing less.

If you are doing everything right, then those who look to you for guidance and leadership will be making a sincere effort, learning, selling products and services, then building their network, and leading their people to success, just as you are.

It is up to you and you alone to avoid the common pitfalls in Affiliate Programs and MLMกs. It is up to you to do what it takes to succeed in making money online. It is up to you to develop the skills necessary for success and to lead your team by example.

Keep things simple and manageable. Focus your attention to doing what it takes to be successful in whatever program you take on. Then find five good people to lead in the development of their online business and truly DUPLICATE YOURSELF with each of these five people.

You have what it takes to join the 5% who are successful with Affiliate Programs and MLM programs. It is now time to get to work and make your dreams of online marketing success a reality.

About The Author

Bill Platt is coowner of Double Eagle Business Center (DEBC).

By providing an honest and well thought out MLM Opportunity, DEBC meets all the legal requirements for an online MLM plus offers products and services which can support any online business, along with an innovative and a generous commission structure for Affiliates. http://PathTrax.com/x.pl/BP121,52

[email protected]

This article was posted on May 27, 2002

by Bill Platt

Make Them an Offer They Can’t Refuse!

Make Them an Offer They Can’t Refuse!

by: Denise Hall

Every netrepreneur knows that the most important aspect of building a business is responsive leads. Whether you publish an ezine or just send occasional sales letters via email, if you don’t get a good response, you won’t have a profitable business.

The old saying, กYou can lead a horse to water, but you can’t make him drinkก applies here. You can send offers to your prospects, but you can’t make them buy.

So how do you turn those prospects into buyers? How do you get them to read, not just skim or delete, your ezine or sales letter?

Make them offers they just can’t refuse!

Offline businesses frequently have กBuy one, get one freeก specials. Or กBuy one, get one 1/2 off.ก Or ‘today onlyก sales.

Online businesses need to use those same marketing principles. While the rules on the internet are a bit different than offline marketing, many of the same concepts can be applied with the same results.

How many times have you seen an item on sale that was tempting, but you wanted to think about it before handing over your money? By all means, think about it, especially if itกs a large purchase. But if the special is only for ‘todayก or ‘this weekendก, youกll have to decide a little faster, won’t you?

Have you noticed that the checkout area at stores always has candy bars, magazines and other inexpensive items on display? Those candy bars sure look good, don’t they? The headline on that magazine makes you want to read the article, doesn’t it?

Those items are put there on purpose so youกll buy something else while you wait in line to pay for your other purchases. Itกs called กimpulse buying.ก Retailers have used it for years.

Another offline marketing tactic is กloss leaders.ก Retailers advertise an item at or below cost to get customers into their store. Once the customers are there, theyกll normally buy more than just the advertised special.

So the retailer takes a loss on one product to sell other products that will bring profits. Pretty clever, huh?

These concepts can, and should, be used for online businesses. Offer your customers a freebie or second item at half price with their purchase of any product at regular price. Or 25% off ‘today Onlyก on one or more of your products.

Customers like to shop for bargains, but on the internet your website, ezine or sales letter can get lost in the vast array of reading material potential customers see everyday.

Make your offer stand out. Your customers will want that candy bar if it comes with a second one for half price. Theyกll need your newest product if they get one of your other products for $10 off the regular price.

So dare to make them an offer they can’t resist! Your customers will get a great deal and youกll have more sales.

About The Author

Denise Hall is the publisher of Home Business on a Budget Newsletter. She specializes in free and low cost tools and resources to help netreprenuers start and build their businesses on a tight budget. To subscribe to her newsletter

mailto:[email protected] or visit

http://www.homebusinessonabudget.com

[email protected]

This article was posted on June 25, 2003

by Denise Hall

Ten Ways To Make Your Affiliate Site More Profitab

Ten Ways To Make Your Affiliate Site More Profitable

by: Jude Wright

Is your affiliate website ready for business? You may have your content written and your affiliate products in place, but there are more things you can do to make your site more profitable.

1. Have a specific theme for your site and make sure your content, logo and other graphics are relevant to that theme. Don’t add kitty graphics to a website about gaming.

2. Have as much original content content that you have written yourself on your site as you can. Your visitors don’t want to read the same articles on a website that they have just seen on the one they were just at.

3. Create กprinter friendlyก pages for your important content. People are looking for information. Let them print it out. When they go back to read it later, theyกll see your siteกs url at the bottom of the page.

4. Put your web pages into a logical order. Think like your visitors and group like content pages together. Make your site as กuser friendlyก as possible.

5. All links should be กclickable.ก Check and recheck the links to other pages and to your affiliate products.

6. Create a Frequently Asked Questions page especially if you sell your own products. When someone asks a question, publish that question, with your answer, in your FAQs.

7. Have contact information available on each of your web pages. Create a link to a Contact Me form instead of using an email addres. This will cut down on the amount of spam that you receive.

8. Offer Freebies. Free reports, ebooks, autoresponder courses and newsletters give your visitors a reason to come back. Set up an autoresponder for each freebie to help build your subscriber list.

9. Continue to add more valuable content to your site. One way to do this is to add an article directory to your site. Allowing your website visitors to add their articles will create good content for other visitors and it will help get their article noticed. Itกs a winwin situation for all.

10. Add links to other sites. Make sure those links are to websitesก themes are compatible to yours. This will ad interest as well as increasing your search engine ranking.

Using the above methods will increase visitors to your site. By adding fresh, valuable content regularly those visitors will return. The more people that come to your site (and return to it), the more profitable you website will be.

About The Author

Jude Wright is a fulltime Internet marketer who has been working online for three years. She has learned the best ways to market on the Internet the hard way. Her Article Organizer is the article directory script every webmaster has been looking for. http://articleorganizer.com.

[email protected]

This article was posted on August 05

by Jude Wright

Conversation With A Newbie

Conversation With A Newbie

by: Stuart Reid

Iกve been inspired to write this short piece to answer THE most common questions I hear. It takes the form of a fictional discussion.
NEWBIE: กHow do I make money on the Internet?ก
ME: กYou need to sell `something` to `somebody` and of course make a profit.ก
NEWBIE: กWhat??ก
ME: กYou need to persuade people to exchange their cash for your goods.ก
NEWBIE: ‘thatกs another way of saying the same thing. Don’t you have any practical advice?ก
ME: กFirst, you need to know what people are willing to spend their money on. Discover what they want to buy, or would like to buy.
Second, you need to reach these people. You need to be where they are, to go where they go.
Third, you need to present what they want in the way they expect it.ก
NEWBIE: กSure, that sounds like common sense to me. But if it was that easy weกd all be doing it!ก
ME: กIt IS that easy! There is NOTHING else. Thereกs a lot of tactics you can use to make the process more likely to succeed, sure, but at the end of the day your job is to give people what they want.
You could specialise in one market. You could target any market that is likely to give good results. You could if you were that kind of guy blatantly scam everyone for a quick buck, but youกd quickly crash and burn that way.
You need to build a reputation. That involves trust. It takes more than just throwing offers at people make friends with them first.ก
NEWBIE: กNow we’re getting somewhere! I know what you mean Iกm getting sick of the same offers clogging up my mailbox each day, and if I am surely everyone else is?ก
ME: ‘to some extent, yes, thatกs why you need to develop your own style and personality. The market is very busy, so you need to distinguish yourself. For example, it doesn’t mean you shouldn’t jump on the bandwagon *if* the current in vogue product is worth it but you should try to make your offer differ from everyone elses!ก
NEWBIE: กRight. Ditch those carboncopy promotions, then!ก
ME: กYouกve got it! Write your own ads, include your own bonuses, that kind of thing.ก
NEWBIE: กSo, what can I do to reach these people and find out what they want? Is it just a matter of reading the messageboards, and when someone needs help send them to a good offer, with my affiliate link?ก
ME: ‘thereกs so much you can do here. Personally, I think that way is pretty unlikely to succeed.
Remember you need integrity a good reputation. You need to distinguish yourself in whatever market you choose (even if you are active in all markets). Your own web site and mailing list are a good start, and are almost essential. That way you can develop a following.
Then you need to build a basic strategy that encompasses ALL your marketing activities. A good starting point is to drive visitors to your website, and capture their email address. Then provide them with good information and carefuly chosen offers where appropriate. With an autoresponder this can be automated.
Make your site a useful resource for them to return to with perhaps some changing content to encourage repeat visitors, such as a Blog, or a online newsletter, or a กxxx of the Dayก type feature.
Once this is in place you have a good platform to work from, and then you can answer that board members question. If it sounds like hard work, I apologise, but you don’t need to do it all at once. In fact Iกd encourage you to start as soon as you can. Youกll never come to anything if you constantly try to perfect everything. Build something first, and improve as you go along.ก
NEWBIE: (thinks for a moment) กHmmm… I kind of know that already. But this isn’t what I read at other peoples sites. They say I can make a couple of thousand bucks in a few months. After all, they did!ก
ME: กDon’t fall for the greedmerchants. Sure, they may have made that much and have the proof but they didn’t start from the same position you are! Letกs get back on track here:
Now you have a site and a list (or at least something that will start building your list) itกs time to do some research. Thereกs plenty of messageboards you can hang out at for a start. They are one of the most useful resources I know of.
Then thereกs the ezines. Sign up for a bunch (use a spare email address!). Any that you like, stick with. Any that are just endless ads or don’t provide the information you need, unsubscribe.
You can also use the Search Engines to see what comes up. Just enter interesting terms into Google (like กInternet Marketingก) and view the sites you are offered. Don’t pay for anything at least until youกve done a little research to see if the product on offer is worth it. A question in a forum would get you good opinions. And don’t forget the adwords boxes on Google pages. The people who place these have enough faith in their product to pay for visitors, so they are surely worth a look.ก
NEWBIE: (excitedly) ‘this sounds cool, but I need a little more practical advice. Like How do I get money from all this?ก
ME: กYou’re still missing the point. Money *will* come, but make friends first. Profits are made with affiliate programs, products you have created or have resellrights to, and possibly services you provide. They are all potentially lucrative.
People will be wary of buying from you until they know you. And with the market as it is TRUST is essential. Iกm sorry to labour this point but it is very important.
Place your offers strategically at your website, and in your emails, but always second to the help, advice and friendship you offer. Give things away software, ebooks, articles etc. Things like this do wonders for your image. And when you do กsellก it is more about persuasion than blatant inyourface `Buy This!` advertising.
Copywriting is the way you persuade your `friends` to buy. This is maybe the most important skill you can learn and it comes with practice. Appeal to their *wants* (not their needs) and give plenty of reasons why your product will improve their life. As a famous copywriter said sell the Sizzle and not the Steak!ก
NEWBIE: กI think I get the point now,ก (laughs). กBut can you tell me straight, with no bull, is this just a paper exercise or does it really work? Do YOU actually make money on the Internet, or do you profit from others dreams?ก
ME: กHey! I object to that!ก (also laughs). กNo, seriously I do make money. I don’t make hundreds of thousands, I don’t make enough to retire to some carribean island (yet!), but it is a nice second income. It most certainly is NOT a dream. Itกs a reality.
You have to go with the flow sometimes, and you have to chalk up bad results to experience. Some things that work well for you may suddenly collapse and you need to start again, but itกs all a learning experience. You are always learning. Always!
Spend carefuly. Don’t jump into the latest socalled moneyspinner, unless you’re 100% sure, and make friends before you sell. Or rather, `persuade to buy`.
Find the path you like. Invest the profits, or at least some of them (I know itกs hard, but resist the temptation to spend). Running your own business is something many people aspire to, and with the advent of the Internet itกs NEVER been easier.ก
NEWBIE: กHey, thanks! I don’t know it all yet but Iกm raring to go. I sure appreciate all your help.ก
ME: กNo problem. Just remember, when you are on a roll be sure to help others yourself. See the business as a long term venture that includes short term rewards, if you know what I mean. I hope Iกll be hearing from you in the future. Be seeing ya!ก

You are free to use this article wherever and whenever, in whatever format you choose as long as the authors byline is included at the end. If you publish online a live link would be appreciated!
Available online at: http://www.netpreneurnow.com/mini.shtml (along with a number of articles)
Also available via Autoresponder: mailto:[email protected]

About The Author

Stuart Reid publishes Netpreneur News and is the webmaster of Netpreneur Now. To receive the ezine, view the Blog, or access the wealth or Resources at NetpreneurNow.Com and MembersSite.net simply click below. There is absolutely no charge!

http://www.netpreneurnow.com

[email protected]

This article was posted on June 04, 2004

by Stuart Reid

6 MustHave Element of an Effective Brochure

6 MustHave Element of an Effective Brochure

by: Brett Curry

Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 musthave elements listed below you will transform you brochure from trash can lining into a powerful sales tool.

1. A BenefitFilled Headline. On the cover of most brochures you’ll usually find nothing more than the company name, logo, and maybe a quick slogan like ขcommitted to excellenceข. This isn’t horrible, but there is a much better way to enhance your brochure. If you want to turn your brochure into a powerful sales tool you need to grab your prospects attention immediately. You do that through a benefitloaded headline. A benefitloaded headline is a headline that clearly and powerfully communicates a desirable benefit that your product or service offers your customers. For example a benefitloaded headline for a heating and cooling company would be ขHow the New XYZ System Can Shave $800 Off Your Utility Bill This Yearข. This headline is clear, specific, and powerful. If a customer were in the market for a new heating or cooling system this headline would draw the prospect into the brochure.

2. Educational Content. Prospects read brochures because they want to make the best possible buying decision. Usually when someone reads a brochure, they are hungry for knowledge about your product or service. Make sure your brochure is written in such a way that your prospects will know more about your product or service after they read the brochure than they did before.

3. Unique Selling Proposition (USP). A USP is something that separates you from your competition. To be ultimately effective you want your brochure to cause prospects to lean toward your company instead of your competitors. Your USP is a statement that either your competitors can’t, or aren’t saying. A popular old USP that you’ll recognize is ขDelivered in 30 Minutes or It’s FREE!ข This USP was effective because nobody else was saying it.

4. Proof. Anytime you make a statement regarding the benefits that your product will bring, you need to back that statement up with proof. Testimonials, quotes, charts, graphs, pictures, endorsements, and articles are great ways to prove your claims and cause your prospects to believe what you are saying. Remember that most people are skeptical initially, but you can overcome that skepticism with proof.

5. A LowRisk Offer. After a customer has read your USP, your educational content, and your proof, you need to encourage them to take the next step in the buying process. The next step could be to make a purchase, to call for more information, to set an appointment, or whatever. Whatever the next logical step is you need to invite your prospect to take it, and make them feel comfortable about taking it. If you want them to make a purchase, mention a moneyback guarantee. If you want them to call for more information, reassure them that they won’t be pressured. You need to try and remove all of the possible barriers that would prevent a person from taking the next step.

Incorporate as many or these elements as you can to ensure your brochure leads your prospects closer to making a buying decision.

About The Author

Brett Curry is a professional Marketing Consultant and the Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, post cards and more at up to 70% off of retail.

http://www.brochures.com

This article may be reproduced provided that the above bio is listed with the article.

[email protected]

This article was posted on February 02

by Brett Curry

Ebooks are Promotional Powerhouses

Ebooks are Promotional Powerhouses

by: Andrew Wroblewski

Ebooks are part of the new frontier of cyberspace. They are an entirely new medium for sharing marketing information, ideas, techniques, and expert knowledge. Each day the number of people accessing the Internet grows, causing the exposure of your ebook to increase incrementally. Itกs obvious why electronic selfpublishing has become so popular so quickly.

The publishing industry, I hope, does not intend to forever banish the printed word to the dustbin of history. Books in print have their own special qualities and merits, and the world would be diminished by their disappearance.

Having said that, letกs look at what makes ebooks so important and so unique. Ebooks have certain abilities and qualities that other mediums do not possess.

For example, ebooks are fairly easy to produce, and their production cost is inexpensive. Just think about it: you don’t need a publisher, an agent, a printing press, offset film, ink, paper, or even a distributor. You just need a great concept, the ability to write it or to hire a writer, and the right software.

Additionally, ebooks are easily and rapidly distributed online. They are also easily updated; they do not require a second print run. All you need is to go into your original creation and modify the text or graphics. Because of this flexibility, ebooks can change and grow as fast as you can type.

Ebooks are also immediately obtainable. You don’t have to go to a bookstore or search through endless titles at an online bookstore. All you have to do is download it from a website, and presto! Itกs on your computer, ready to be read.

Ebooks are interactive. This is one of the most unique and specific qualities that ebooks offer. You can add surveys that need to be filled out, order forms for customers to purchase your products or goods, sound and video that draw your reader into the virtual world of your ebook, even direct links to relevant sites that will expand your ebook outward. The potential is virtually limitless.

Ebooks have a particular kind of permanence that other mediums do not possess. Television shows and radio shows air once, and then may rerun a few times. Ebooks remain on your computer for as long as your choose, and they can be read and reread whenever you choose to. They can even be printed out and stored on the shelves of your traditional home library.

Another wonderful quality is that ebooks have no barriers in terms of publishing. You don’t need to go through the endless process of submitting your manuscript over and over again, and then once you land an agent, having the agent submit your manuscript over and over again. Nor do you have to shell out thousands of dollars for printing a selfpublished book. All ebooks require is a writer and appropriate software. Figure out your market, write your book, post it on your website, and with the right business savvy, your audience will come to you.

Finally, you have creative control over your ebook. You don?t have to compromise with an editor or the publishing trends of the time. You don’t have to haggle with a designer or wait for copyedited galleys to arrive by snail mail. You are in complete control of the design and the text.

How to Use ebooks for Marketing and Promotion

There are innumerable ways to use ebooks to promote your business and drive quality traffic to your website. Once posted on your site, you can turn them into a daily course, which brings your customer back to read the next chapter. You can use them as a free gift for making a purchase or for filling out a survey. Put your ebook on a disc, and you will have an innovative brochure. Blow your competition away by inserting the disc into your sales packages.

The most effective marketing products are those that are unique. Copyright your ebook, and immediately, you have a powerful tool that you, and you alone, can offer to the public. People will have to visit your site to acquire your ebook, which increases the flow of quality traffic and the potential of sales and affiliate contacts.

Make sure that you keep your ebook current. Update it frequently as the market and trends change. Add new advice and techniques to show your prospects how your goods or services can enrich their lives. By constantly keeping abreast of new trends and techniques, you can continue to see profits from your ebook for years after your original creation.

Another phenomenal advantage of ebooks is that you can test their marketing potential without putting out hardly any cash at all. You can even produce an ebook one copy at a time, each time you receive an order, eliminating the need for storage and inventory. By this method, you can gauge the saleablity of your ebook, and make adjustments as necessary until the orders start pouring in. Ebooks allow you to learn about your market and customer habits and motivation over a period of time, without risking your precious financial resources. They also provide you with an invaluable way to gather marketing information, which you can use in many different facets of your business.

Use your ebook to discover what the specific goals and problems are in your specific industry. Then figure out how to solve these problems, and publish an ebook with this invaluable information. This will increase the value of your business, upgrade your reputation, and get you known as an expert in your field.

You can extend the value of single ebook by breaking the book down into chapters for a serial course, into special reports available on your website, or into audio or visual tapes. Ebooks can be broken down into several different promotional materials by excepting some of the articles and using them to promote your product. You can include a catalog in your ebook to promote all the products or services you sell. You can include a thankyou note for reading your book and an invitation to download a trial version of your product. Or you can include a form for your audience to contact you for further information or with questions, thereby building your business relationships and your mailing list.

Using ebooks in this manner helps to cut the cost of individually producing separate promotional materials. You can use a single ebook to entice new prospects and to sell new products to your current customers.

No other medium has this kind of flexibility and ability for expansion. Think of your ebook like a spider spinning a beautiful and intricate web. Now go and create that web, and see how many customers and prospects you can catch!

About The Author

Andrew Wroblewski

When not on his soapbox, Andrew Wroblewski is doing battle with the thousands of spyware programs that can affect you via his antspyware and spyware removal website: http://spyware.pcwash.com where you can get a free spyware scan of your computer system.

This article was posted on September 14

by Andrew Wroblewski

Interview with a กVideo Virginก

Interview with a กVideo Virginก

by: MarieClaire Ross

Shani Alexander is the founder of Relocations Made Easy (www.relocationsmadeeasy.com) which produces an interactive website and CDROM tool that advises people on how to make a stress free relocation to a new city.

To create her interactive product, Shani needed camera vision of herself explaining to viewers how the product worked in front of a cityscape backdrop.

We interviewed her to find out her experience of using a video production company for the first time.

1. Why did you decide that you needed a video component in your website tool?

I am selling a virtual personal service product and the video component was needed to introduce a real person from which my virtual product could springboard.

The video component showed a real person, a company owner. It gave the personal touch and introduced what the customer was going to receive from their purchase.

2. What were you looking for in a video production company?

I really needed a company that could understand what I was trying to achieve. I really needed them to get inside my head and make real what I was imagining, what I was dreaming up.

It had to be cost effective with no cost blowouts. It also needed to be applied to the media I was using the internet and CDROM. I needed clear picture quality that could be viewed across those mediums without any picture quality loss.

3. How difficult was it to compare proposals between the four providers?

Everyone told me how it is difficult to compare. All the production houses said they could do the same thing, but the prices were extremely different.

When I spoke to Digicast they went to great lengths to explain the type of camera that they used. Whilst I would have liked to think that everyone could produce the same job, I realised that the big differences in prices reflected the different types of camera quality being used.

Digicast also took me on board as if I was a client already. They gave me suggestions about how to do the shoot the best way and started treating me like a client before I even made the decision to go with them. From there, we were able to develop a relationship and work together on the project.

4. As someone new to being filmed, how did you find your shoot?

I found it really long, really tiring and boring! I was really surprised at how dependent you are on the weather to be right – you have to keep waiting for the right light and the sky. It can add hours to the shoot.

Andrew Ross from Digicast who filmed me was incredibly professional. He’s passionate, technical and knows what he is doing and has to keep the poor person on the other end of the camera still interested. He did a good job managing that. I really thought he worked well with me as the presenter. Andrew got me to look at the vision on the shoot and gave me options as to how we could reshoot it to make it better. He controlled everything but I didn’t feel like a pawn. His suggestions were worthwhile.

5. What did you learn about the television production process?

I really learnt something from it and I can now look at all the different shows on television and see how good, and bad, those presenters are. I have a healthy respect for an industry I took for granted before. It was a fantastic experience at the end of it all.

6. What advice would you give to anyone looking at starring in their own video?

I advise anyone who wants to take this on to do lots of preparation.

Digicast gave me some suggestions before the shoot about how I could get myself ready and get the most out of the day. I took those to heart and I did put a lot of preparation into the script. I reedited the script, timed it, practised it and rehearsed it in front of a lot of people beforehand.

I even hired a professional to give me a training session on hand gestures and facial expressions. My preparation even extended to my personal grooming and I had my hair coloured beforehand and bought a new suit.

I also went to a lot of trouble to get the right location. We had to let the City of Melbourne know beforehand about the shoot. The liaising with the council was a much bigger component than I imagined. I checked out the site with a council employee and took some digital shots which I then emailed to Digicast. It was a real team effort to work out the right place to shoot.

7. Would you do it again?

You bet. I’m hoping I don’t need to, as I should get a few years of mileage out of it. After all, it was made to be timeless and dateless. But I’d do it again because I achieved what I set out to achieve. I’m very happy about the experience and I would do it again if I needed to.

About The Author

(c) MarieClaire Ross 2004. All rights reserved.

MarieClaire Ross is one of the partners of Digicast. Digicast works with organisations who are not satisfied that their marketing and training materials are helping their business grow. She can be contacted on 0500 800 234 (Australia wide) or at [email protected]. The website is at www.digicast.com.au.

This article was posted on November 16, 2004

by MarieClaire Ross

Generate More Sales in ANY Affiliate Program – Par

Generate More Sales in ANY Affiliate Program – Part One

by: Gillian Tarawhiti

It is my opinion that the best AFFILIATE PROGRAM ever…is still the AFFILIATE PROGRAM YOU own.

BUT…

For those who are content in promoting other peoples programs…I will share with you a few of my strategies for FREE!

But before I do that, let’s see why most affiliates FAIL in just about any given affiliate program.

Like food products, affiliates have a ‘use by date’ or ‘expiry date’. An average affiliate will expire 30 days after commencing …30 days or less to see if the program is any good and then they move on to the next affiliate program of the month.

If the affiliate doesn’t see a return on there investment in the first two weeks then they will not stay around.

DON’T BECOME A ‘30 DAY WONDER’.

It is time to make an informed decision (in choosing your affiliate program) and sticking with it. If you are one of those netpreneurs who changes affiliate programs often, and not making money from it, you now know why it isn’t working.

So before you go any further, make an informed decision (research) on the program you want to promote.

Now back to those STRATEGIES – TWO STRATEGIES TO BE EXACT.

Strategy One

Very simple and straight forward, KNOW YOUR PRODUCT!

To know your product you need to USE IT, and know EVERYTHING there is to know about it. It’s like going to watch a movie that you really, really enjoyed, you get this scene of excitement to share your great experience with others, well … you need to get that same excitement about your product that only comes about by KNOWING YOUR PRODUCT.

Strategy Two

The Golden Question for all affiliates is ‘How can I create an advantage for me?’

The Answer: Incentive Marketing

If you have never heard of Incentive Marketing, you are sure to have been a victim of it in your every day life.

Think about it… have you ever Up sized your meal at McDonald’s, have you ever brought anything because of the Free Gift or Discount.

Incentive Marketing, Incentive Marketing, Incentive Marketing…

It doesn’t matter that there are potentially thousands of other affiliates promoting the same program because from today onwards you are going to create an unfair advantage. Start thinking about what you could possibly use to create an unfair advantage and in PART TWO, I will give you the strategies you would need to become an SUPER INCENTIVE MARKETER.

To Your Online Success!

About The Author

Gillian Tarawhiti, is Founder and CEO of Community Training Centre, an Australianbased Internet Marketing firm that works with individuals and organisations.

© 2004

Permission is granted to reprint this article in print or on your web site so long as the paragraph above is included and contact information is provided to http://www.millionairerippleeffect.com.

[email protected]

This article was posted on October 04, 2004

by Gillian Tarawhiti

2 Powerful Ways To Capitalize on Your Search Engin

2 Powerful Ways To Capitalize on Your Search Engine Traffic

by: Jean Lam

Many marketers know that search engine marketing is among one of the best methods to get visitors to their websites. Itกs a profitable way to reach new subscribers and new customers.

But getting search engine traffic is only one of the first steps to the doorway of incoming success. While getting top search engine rankings will open the floodgates of targeted traffic, all this traffic is useless if your website visitors don’t take any action be it a subscription to your newsletter, a purchase of your products or your affiliate products or any other action.

To capitalize on your search engine traffic, you need to be able to convert those visits into at least one action. Of course, not all your visitors will do anything on your website apart reading any valuable content you might have or download any free stuff. This is also a good way to get repeat visitors which can lead to an action in the future.

Now is the time to concentrate on your website conversion strategies which will be very crucial for success. In fact this is the second most important aspect of Internet marketing after getting the initial traffic.

The formula is as follows:

=> Targeted Traffic: Good Conversion: Sales/Leads/Subscribers

Here are 2 powerful ways to capitalize on your search engine traffic:

(1) Your Website Design Layout

Website design which does not seem that important is extremely crucial to get success on the Internet.

Consider this, you visit a site which is very unprofessional with flashing graphics, poor navigation, slow loading time, getting you confused and gives you a feeling of mistrust. Your only action would be to click on the กCloseก button at the top of your browser. Now this site has already lost a potential customer or subscriber.

Or you visit a professional site this time, but you don’t really know what to do on the site. The reason is that the person who has designed the site has not taken into consideration the visitors like what he or she wants them to do once they arrive on their homepage or any other pages. Each page on your site must have an objective.

So one of the things that you need to do is to ensure that your site is as professional as can be ie has a friendly navigation menu, fast loading and avoid unnecessary graphics where possible.

The other thing is you need to know beforehand what you want your visitors to do once they arrive on your professional site. When the traffic comes, the best strategy now is to tweak your conversion and make testing often to see what works better for you.

If you run a newsletter, you can place a subscription box on the upper left or upper right corner of your site or if you have some products to sell, you can display one or two on another space. So when your visitors come to your site, either they subscribe or buy one of your products. When any one of these actions is taken, your site is doing its job.

(2) Your Sales Page or Presell Page

If you have affiliate products that you’re promoting, the best thing is to presell those visitors, hence you have more chances in making sales. Itกs like a personal endorsement.

If you have your own products, make use of the following:

(a) A powerful headline which catches attention and entices the visitors to read more, meaning more chances in making sales. Use quotes in your headline. They have been proven to make it more effective.

A headline like กDiscover 3 Hidden Steps That You can Quickly & Easily Use to Start A Profitable Internet Business In Less Than 48 Hoursก is an example of a catchy headline which can make the visitor stop dead in their tracks.

(b) Bullets to emphasize benefits of your product not features. Benefits sell. People want to know how your product can benefit them.

(c) Real testimonials from other satisfied customers. Sometimes you can get unsolicited testimonials which is good but when you don’t, a good way to get testimonials is to offer your product for FREE to experts so that they can review it and send you their feedback.

(d) A professional banner which reflects your product and any benefit that your product conveys.

(e) The use of other colors apart black. The color red catches attention, green makes you think of money, blue soothes the mind.

(f) Use sub headlines to break your minisite sales copy into chunks of information to make it well organized and more readable.

(g) Use power words to make your sales copy more effective. Words like discover, exclusive, proven, secrets, guaranteed, limitedtime, resultsfast, quickly, easily etc…are simple little words that can have a dramatic influence on your sales.

(h) Give bonuses or discounts for a limitedtime. Put the price of the bonuses and offer genuine discounts.

(i) Use a Post Scriptum(P.S) This is used at the end of your sales letter to restate the product benefits and what will happen if these people don’t order today or how your product will make their lives better.

(j) Be brave and put your own picture on your site. This seems to be rather banal but putting your photo on your site makes you more credible. Remember trust is important when doing business on the Internet. People like to know they are dealing with a real person instead of a machine.

(k) Use a clear calltoaction eg กClick here nowก, กClick here now to take advantage of this limitedtime offerก or กClick here now to get your discounted copyก. This is very important. Don’t expect your visitors to take action by themselves. If you have done everything right and forget about including a strong calltoaction, don’t be surprised if you see your conversion drop.

The AIDA principle

(1) Attention

(2) Interest

(3) Desire

(4) Action

should be implemented in any sales copy.

(l) State that all purchases are done securely on your site, hence inspiring trust. Include a picture of credit cards.

(m) Offer a guarantee and use a guarantee icon.

(n) Allow people to contact you by providing your personal details.

Working on your website conversion is fundamental to the success of your Internet business. Traffic without any type of action is worthless and when your conversion improves, youกll probably get more results with the same number of traffic numbers simply because you know how to convert better.

So now, you have no excuse not to get more positive results with your search engine traffic.

About The Author

Jean Lam is the author of the highly acclaimed eBook ‘top Search Engine Ranking Secrets in Google Revealedก, a concise, stepbystep guide to high search engine ranking for the beginner to intermediate level webmaster available now at http://www.toprankingstrategies.com.

This article was posted on March 16

by Jean Lam

Why You Cannot Fail With This Business

Why You Cannot Fail With This Business

by: Nicole Taylor

Iกm going to be straight forward with you folks about this amazing business opportunity that will change your life. No lies. No BS stories. Just facts. I know you’re probably sick and tired of all the getrichquick schemes out there, and you know what…I was too, but not anymore. Let me tell you why.

If you haven’t already heard of SFI (Strong Future International), well you are now. This business has been around since 1998 and has quality products and services that people living in this world need. As a matter of fact, a few months ago I tried their Veriuni Advanced Liquid Nutrition, which is a liquid vitamin. I can’t believe how fast my hair and nails were growing from just a month of this stuff! It was unbelievable!

If you want to check out the Veriuni Advanced Liquid Nutrition click here http://www.ezinfocenter.com/8655259/VNU

What makes this business opportunity different from any other business opportunity is that itกs 100% free to join. Now don’t get me wrong, you can’t just sit at your desk and eat little Debbies and expect success to crumble in your lap. Itกs not going to happen. Anything you love is worth fighting for, am I right?

SFI provides you with everything you need to get started. What I mean by กeverythingก is free Web sites to promote their products and services, free training, free support, and also a free forum for their affiliates. You have all the materials you need to get started with your home business right at your fingertips.

Even though everything is provided to you for free, you still need to do your part. Advertise! Advertise! Advertise! There are free methods and also paid methods, whatever fits your needs. Maybe you don’t have the time to advertise, no problem. Thereกs cheap advertising available. Or, maybe you do have the time and can use the free methods.

Not only are you presenting quality products and services to people but you’re also presenting an incredible business opportunity. No, you don’t have to sell to family and friends (I hate that too, thatกs why I never succeeded in my other business ventures) but you do have the World Wide Web at your service. You have the whole world to advertise to. Isn’t that great?

SFI is NOT a pyramid scheme. This is a genuine business that is a member of the Better Business Bureau. Don’t believe me? Look them up! http://www.bbb.org/

Last but not least, if you sign up under me in SFI you will have my support at all times. You won’t be able to put excuses on the table and say, กI had no help. I had no supportก You will have it. Guaranteed. Sign up here http://www.immakingmoney.com

Being that this is a business that offers their affiliates a free opportunity, free training, free materials, free support and is in good standing with the Better Business Bureau, thereกs no excuses not to join this business.

Success is waiting for you, and youกve just been given the door of opportunity. Why not walk through it?

About The Author

Nicole Taylor

http://www.immakingmoney.com

Nicole Taylor will help you to succeed with one of the best home business opportunities on the Internet! For details please visit http://www.immakingmoney.com

To copy or reprint this article please contact [email protected]

© 2005

This article was posted on February 06

by Nicole Taylor

How to Make Money From Your Book And Get Massive P

How to Make Money From Your Book And Get Massive Profit Before You Finish Writing It

by: Eo Lim

You can generate instant income from your book instead of waiting till you complete it.

There is a way to do it. However, this method may not suitable for all.

One way to get into profit immediately is by strategy of On Peopleกs Money.

I bet most of you already know how instalment on car or house loan works. You get your car or house upfront. And, you must pay it every month.

This is simple to understand.

But, what if it is the other way round?

It works like this.

You gain a lump sum of money selling future contract of your service without having to render it completely now.

The trick here is to make money selling your product upfront and deliver it over a period of time.

By doing this way, youกll have better cash flow for business operation.

How to make it work in your book?

Write and sell one chapter at a time.

Turn the chapters into newsletter issues and sell them at much higher price.

A completed book is usually distinguished by consumers as less valuable than paid newsletter.

Such strange behaviour happens all the time. The longer time it takes to fulfil a product, the higher the perceived value is.

Such mentality is the same to people buying car or house on credit. Theyกll stay with the program until full ownership is transferred to them. It is like a wonderful dream they’re chasing after at.

And, theyกve no choice but to fulfil the credit agreement. Otherwise, it can turn into their worst nightmare.

In this case, situation works against book publisher.

If you know you pay a lump sum of money upfront for monthly solid information, would you wait until you earn back your investment?

Or, you would rather buy a book straight.

I know youกll definitely choose the monthly information.

Let me tell you why.

Most consumers don’t want to miss such product delivery. They’re not stupid.

If publishers take the money upfront, they’re also aware of legal agreement. They must render full service faithfully till the end of contract. Otherwise, customers may request for full refund.

This money making strategy works against publishers. But, it can work against customers if you can deliver your promise.

In fact, many business experts make tons of cash selling through this product format.

Imagine youกve already done 12 chapters for your book.

You could sell these in 12 separate issues for about $9.95 to $14.95 each. A 12chapters book may only fetch a value of less than $49.95.

Do the calculation now. If you sell 12issues newsletter, you already make $119.40 upfront!

The newsletter subscription may be the hardest thing to sell. Nevertheless, it depends on how you exploit the advantage of it.

One simple yet powerful trick is to give 12 issues as bonus. People will buy this deal upfront. The additional 12 monthly issues are just icings on the cake.

Youกll be sending to your customers every month for another 12 months. It means you have the opportunity to sell more backend products. Thereกs no need to spend extra money to generate new leads.

Many entrepreneurs have built at least $200,000 or more per year income stream with only a few simple, short reports at the beginning. At the end of each report, thereกs always an offer to more products. The customers will probably bite on at least one offer as well.

This business has a million dollar a year potential. It can be started in less than a week. And, the reports are usually about 5 pages or more. Unlike sales letter, they’re easy to create. One report can be written in just a single day.

Can you see the potential now?

Thatกs how you make money on other peopleกs money in the Internet.

About The Author

Eo Lim has helped many businesspeople succeed online using the revolutionary P.E.R.F.E.C.T. writing formula. Visit his site to find out how you can get a free consultation: http://www.EoLim.com

This article was posted on November 09, 2003

by Eo Lim