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- 1 - Terms and Conditions LEGAL NOTICE The Publisher has strived to be as a ccurate and complete as possible in the creation of this report, notwithstanding the fact that he does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. While all attempts have been made to verify information provided in this publication, the Publisher assumes no re sponsibility for errors, omissions, or contrary interpretation of the subject matter herein. Any perceived slights of specific persons, peoples, or organizations are unintentional. In practical advice books, like anything else in life, there are no guarantees of income made. Readers are cautioned to re ply on their own judgment about their individual circumstances to act accordingly. This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advi sed to seek services of competent professionals in legal, business, accounting and finance fields. You are encouraged to print this book for easy reading. This book is for PERSONAL use only . Unauthorized distribution is strictly prohibited. If someone wants to get this book from you or you wish to recommend it to another, send them to http://www.premiumeproducts.com/maxrevenue.htm and they can download it there. - 2 - Table Of Contents Introduction ....................................................................... ............... 6 Chapter 1: The Internet Revolution ................................................... 11 The Proper Mindset ....................................................................... .......13 Web 1.0 vs. Web 2.0 ....................................................................... ....... 15 Why More and More People Are Going Online ...........................................17 High Touch Versus High Tech ................................................................. 19 Chapter 2: Branding Is The Key ........................................................21 Credibility is Vital ....................................................................... ......... 23 The Speed of Trust ....................................................................... ........ 25 Know Thyself ....................................................................... ................ 27 Tell Thy Story ....................................................................... .............. 29 Branding Yourself With A Blog ................................................................ 31 Branding Yourself With Social Networking ............................................... 34 Brand Yourself By Writing A Book ...........................................................37 Outsourcing an E-book ....................................................................... .. 39 Chapter 3: Generating Leads ............................................................41 Traffic is King ....................................................................... .................................. 43 Capturing Leads ....................................................................... .............................. 45 Creating Your Funnel ....................................................................... .....................48 Building Your TARGETED List ....................................................................... ....... 51 How to Drive Traffic Using Craigslist ................................................................... 54 How Blogging Can Work For You ....................................................................... .. 56 How to Get Leads Through Social Networking ..................................................... 59 How to Get Leads Using Press Releases ................................................................ 62 How to Get Leads From Ad Swaps ....................................................................... . 65 How to Drive Traffic Using Forums ...................................................................... 68 - 3 - Getting Traffic Through Article Directory Submissions ........................................ 71 Getting Traffic Through Search Engine Optimization ...........................................74 Getting Traffic Through Google AdWords .............................................................77 Automating Traffic ....................................................................... .......................... 80 Chapter 4: Monetizing Your Leads................................................... 82 Generic Info Products at the Front End ................................................................ 84 The Free-Low-High Model ....................................................................... ............. 86 Dealing With Sales Letters ....................................................................... .............88 Affiliate Marketing For Profits ....................................................................... ....... 93 Going At It For The Long Term ....................................................................... .......97 Chapter 5: Examples Of Powerful Home Businesses At Work .......... 99 Magnetic Sponsoring ....................................................................... ..................... 101 The Renegade Network Marketer ....................................................................... .103 Recommended Resources ..............................................................109 - 4 - “Can This 11 Letter Word Make You Rich?” Click Here To Discover How This Simple 11 Letter Word Can Help You To: - Make Massive Money In Highly Profitable Niches - Create A Market Fusion Helping You To Earn Money In Many Lucrative Markets AT THE SAME TIME - And You Can Get Away With It With Little Or NO Competition! CLICK Here To Find Out! - 5 - Introduction Welcome to Maximum Profit, Zero Competition! My name is Khai, and if you do not know who I am, you might have encountered my handiwork on the Internet as I run one of the most successful Internet marketing services for the past 2 years. In this book, you will learn all about a special technique called “Market Fusion”. This is the one and only marketing technique that you will hear me talk about for many years to come because it has enabled me to generate more than 6 figures over the last couple of months and if it has worked very well for me, it will work for you too! You will be shocked to know that about 24 months ago, my financial situation was so bad; you would never believe that I was actually in that state. Here’s what happened… - 6 - Worse Than Broke… I won’t say that I’m a fast learner. Before I got started in Internet marketing, I was what people considered as an ‘MLM junkie’. I’ve tried virtually every business under the sun because I wanted nothing but success for myself – no matter how long it took. It has led me to join one network marketing opportunity after another. At least 10… Yes, I joined more companies than some people switched jobs in a lifetime. Not convinced? Look… These are all my starter kits stacked together. (For your information, a ‘starter kit’ is a catalog of materials you get when you first join a network marketing company). I was worse than broke – spending money I didn’t have on costly business opportunities. My then girlfriend even threatened to leave me if I kept on persisting in these ‘schemes’… - 7 - After stubbornly joining so many opportunities, I kept on searching for the Holy Grail of marketing techniques. But alas, I kept forgetting the golden rule – “The definition of INSANITY is by doing the same thing over and over again and expecting different results!” The Birth Of A Ground Breaking Concept… Somehow, I just didn’t ‘get it’. I knew that these business models were definitely profitable. The question is… “HOW”? How do I make it work? So I was forced to try something different. After all these companies, I started dabbling online late 2006. Back then, I was in my first joint venture or JV with another marketer w ho excelled at selling E-books on the Internet. I compiled all the knowledge I knew about network marketing and wrote 3 books on the subject. The books sold like HOT Cakes! For ONCE, I actually did something RIGHT! That was the birth of the concept called Fusionology. Although I never named it as such, the concept was already working for me during my early days. Since then, I never looked back! There IS An Easier Way… Here’s why it finally ‘worked’ for me. What are the biggest markets you can name on the Internet? Internet marketing? Network marketing? Home business? Personal Development? Motivation? These niches make big money, right? - 8 - There’s only one problem… competition! So how does one get around it? Simple – by combining the niches together to create a special ‘FUSION Niche’ like what I did with Internet Marketing and my network marketing knowledge. Here’s how I did it… It works because: (1) You are getting the best of all the worlds by getting a slice from all t he profitable markets! (2)There are very few competitors in the Fusion niches. Sure there are Internet marketing gurus and Personal development experts, but rarely do you find both. There are home business or network marketing experts as well, but how many do you know are actually good with Internet marketing? - 9 - (3)You can develop a personal brand on the Internet because the Internet basically levels the playing field! So it doesn’t matter if you have been marketing for years or if you are brand new – anyone can bring their market online and make it BIG! More Than Just Theory What you will learn in the rest of the book is not just theory but the exact methods that I use to combine the three markets together. Make sure you check out the recommended resources and you will be able to make 6 figure income just like me. To your success! Khai Founder Of “No Competition, Fusionology Marketing” http://www.webfusionology.com - 10 - Chapter 1: The Internet Revolution - 11 - Summary The Internet has changed the way we do business. - 12 - The Proper Mindset We all have an image of home businesses as it once was. Perhaps when you hear the term you’re picturing the home partie s. Or people who don’t know when to leave family and friends alone. Perhaps you see long hours of door knocking or telephone prospecting that are not only tedious but largely ineffective. Fortunately, the world has changed, and home businesses has changed with it. The single greatest home business tool has become the Internet, the place where people from all over the world connect. In herent in the Internet is a tool which can bring prospects to you—rather than you going out to find them. With the Internet, you’ll be able to spend your ti me talking to people who have a real interest in what you’re doing, instead of trying to convince poorly qualified prospects that they do, in fact, have an interest. You’ll be able to put together powerful downlines which will make you the kind of success you want to be. Best of all, you can build credibility and trust— and do so with hundreds of people at a time, instead of only one person at a time. The Internet, when used correctly, is the single greatest tool a network marketer can have at his disposal. Respect the ne t, follow its unwritten rules, and use it correctly, and you’ll find it serves you for years to come. Ignore its power or use it in an ineffective fashion, and you’ll find yourself buried at link number 500,000 out of 1 million, and you won’t see any money at all. First, however, you’re going to have to let go of one myth. This is not a “plug and play” proposition. You may have a company issued website, but if you think you can simply sit on that website and hope th at people find their way to it and begin ordering, you’ve got a long way to go. Remember that the hundreds of thousands of people in your organization all have websites just like yours, and many of them - 13 - have websites that have been around a lot longer. Unless you can find a way to start standing out, the other websites are going to be walking off with vast portions of the business you want. - 14 - Web 1.0 vs. Web 2.0 Not only do you have the power of the In ternet to use, but you also have the power of Web 2.0. Web 1.0 is the term for the old days of the World Wide Web, when a webmaster would put together a site and people woul d come visit a site. There wasn’t much more interaction in Web 1.0 than you mi ght have found watching your average television program. In Web 2.0, the playing field has been al tered by social networking and social bookmarking. Through these mediums, some people become contributors to the process. They help other users find thei r way to the best of the best on the Internet, and they comment, provide their own information, and get links to their own sites in return. If Web 1.0 was like a television show, Web 2.0 is like a massive party that never stops, a never ending conversation about any topic you can imagine. In short, Web 2.0 is about meaningful participation. So a good, thoughtful user of Web 2.0 is not only going to offer mean ingful participation, but will also find ways to foster it. A Web 2.0 user is always going to be more focused on the content and the delivery of the content than the packaging. It’s all well and good to have some pretty graphics, but if you don’t have some substance to back it up, you’ll lose. Today’s Internet user is quite impatient wi th sites that don’t deliver. If your presence on the web doesn’t deliver the “goods”—fails to capture interest and provide value—then it will show. It wi ll show as your rankings on social bookmarking sites plummet to zero or to vi rtual non-existence. It will also show as your Google rankings plunge in turn. It will show in your traffic, in your - 15 - comments, in what’s said about you elsewh ere on the Internet, on the number of times people link to you. Which is why, a static, single, company-pro vided web page is only a tool in your toolbox, not the entirety of the work you need to be doing. - 16 - Why More and More People Are Going Online They say real estate is all about “location, location, location.” A new restaurant is goingtowanttobeasclosetowherepeoplegoaspossible. Ahotdowntown hotspot or a prominent location along a busy street is going to bring people and profits fast, where a location on the very outskirts of town, as things begin going rural and traffic disappears, could be a disaster. You go where the money is. Inthemodernworld,unlessyouhappentobearestaurantoranamusement attraction, the “money,” more and morgoing to the internet. With nearly - 17 - everybody living in a time crunch and fami lies struggling just to sit down at the table with one another, fewer and fewer pe ople have the patience for long lines and pushy crowds. Wh y should anyone put up with such things when, with the touch of a button, the shopper can ensure quality products come right to the door with a mere shipping surcharge that amounts to little more than what the price of gas would have been anyway? Let’s not even talk about telemarketing. Businesses either try to navigate the Do Not Call list, resort to annoying computers and auto-dialers, or drop phone sales altogether. Some of the more unscrupu lous businesses pretend they never heard “take me off your list” the first nineteen times. It’s getting to where nobody wants to answer their phones anymore, because the phones have been abused . Now if someone filled out a form somewhere, sa ying “please call me,” and got a call, they’re expecting that. They want the contact. But for the most part, people are perfectly willing to keep watching tele vision while the caller eats answering machine. Dorodoorsenganeos. rsaeutasmecnumigas traditional shopping—and rely on starting up with that old tired standby, friends and family. Even if you’re shameless en ough to start there (or are marketing the kind of product that makes all your girlfriends want to come play), tha t is a pool with finite resources. Yo u can only sell to the same pool so many times unless they really like your product. Hotel meetings are expensive for very little return, and are more about hype than substanc e. Furthermore, you already know that you don’t want to do these things . You picked up these books because you don’t like to “sell”, even though selling is a crucial part of your business, and you don’t feel right trying to get something for nothing, even if the only price of “something” is some sort of mutually beneficial relationship. That’s where the internet can swoop in to save the day. - 18 - High Touch Versus High Tech What if you could make a pitch strictly to the people who were intrigued enough with what you had to offer to come looking for you ? What if you built a marketing campaign around the concept that you only wanted to market to people who had given you permission to share your information with them? Wouldn’t that be powerful? Wouldn’t that put your conscience at ease? What if you could put this power to work for you whether you were at home, on the golf course, playing with your tw o year old, or composing your next masterpiece? You could spend 8 hours a day with a “h igh touch,” face-to-face campaign and talk to maybe 12 people. There’s noth ing wrong with this approach. It is personable and it is traditional—for the people with the personality to withstand high degrees of constant rejection and who are naturally charismatic and talkative. If this isn’t you, great news: you can beat them out every time. Because you’re going to put the power of the Internet to work for you in order to reach 120 people today, in about 18 minute s of focused effort the right way. You may not sell to 120 people, but all 120 people want to be there for the few minutes you have them. If said 120 people reject you, you rarely, if ever, even know about it or notice it, unless you get the rare odd duck who wants to send you nasty e- mail. Instead of having to pump yourself up to stay positive, you hit “delete” and notice someone else has deposited money into your account, signed in for your opt-in e-mail list, or requested more information about your work-at-home opportunity. Sales—any kind of sales—has a wonderful quality. It’s this: it is the only scenario in all of the planet where the so called “Law of Averages” actually works. This means the more people you get in front of, the more likely you are to sell. It’s that simple. Even someone with a rotten 50% cl ose rate is going to sell more if he talks to 120 people than someone with a stellar 85% close rate talking to only 12. - 19 - The Law of Averages goes even a little bi t further. If you are a network marketer in New York City, practicing the old way, you are limited, more or less, to the numberofpotentiallyinterestedpeopleinNewYorkCity. That’saprettybig number and you could potentially do ve ry well with that number—if you are effective enough at the kind of time, trav el, and talk that would allow you to find these people. People who use the internet have, potentially, every potentially interested person on the planet who has internet access . Stop and think about that for a moment. Think about the differences in the numbers. Stagger a little. Then realize this: because of the way a downline works, you only need to connect and hold on to a QUALITY FRACTION of that planetary number. Utilize the internet effectively, and you cannot fail. The reason so many network marketers fail is because they don’t utilize the internet effectively. They lack the business skills, they’re caught up on the easy money, they’re so sold on the product they can’t see why everyone doesn’t want it, or they’re still back in the Stone Age. They don’t invest anything in their educations the way you have, so they fail. You’re going to succeed. - 20 - Chapter 2: Branding Is The Key - 21 - Summary You can have the best product in the world, but if nobody knows about it, you’re toast. - 22 - Credibility is Vital No matter what your busine ss is, no matter how you bring it to the world, your success or failure will rise and fall on one thing: your ability to establish and keep your credibility. We’re living in a world where customers have been burned again…and again… and again. Sho ddy, overpriced products. Planned obsolescence. Items that are unsafe, services that don’t do what they promise, customer service lines that instruct you to keep right on talking to the computer and pressing buttons until that computer is ready for you to hurry up and wait on hold for the next 45 minutes. Is it any wonder any company and any leader who can demonstrate qualities like integrity and excellence can captivate a crowd and bring prosperity to h is door? There are so many business vampires out th ere that we’re all in search of some business knight . It doesn’t take the next big invention, it doesn’t take the snazziest gadget, and it doesn’ t, even in today’s economy, take the lowest price. What it takes is nothing more than doing what you promised and being direct when you’ve made a mistake that might negatively impact your ability to do so. Yet credibility can be a catch-22. It take s time to build relationships and time to build a reputation. A new business can f eel like the frustrated college student who is trying to get a job. “In order to have a job I need experience, but how can I get experience if I can’t get a job?” Fortunately, there are other ways you can build credibility. They work no matter where you are in the life of you r business. Someofthemdo’costverymuchmoney. Someofthemwillevenhelp you make money. What they will cost you is time, effort, and commitment. This is not a path for the lazy or the faint of heart. Of course, it does you no good to have cr edibility if nobody knows that you’re out there, so along the way you’re going to learn some strategies to get visibleso that everyone is able to find out for themselv es how trustworthy you are. Instead of - 23 - begging the world for new customers month after month, you’ll enjoy an established relationship with your old customers that will simply attract the right new customers to you. You’ll spend more time providing value than talking about value, and you’ll reap the rewards for your diligence. Just keep this in mind at every step: cr edibility is the new currency of the new economy. The money that you receive is just a placeholder for the value you provide and the trust you inspire. Mone y is getting from point A to point B, credibility and value are the fuels that get you there. - 24 - The Speed of Trust Business today occurs at the “speed of trust.” This phrase is a catchy way of saying that the life of your business is more dependent on your ability to keep customers than it is to catch them. Of course, you always want new customers. But focusing all your effort on gaining customers is a little like standing in a wind tunnel full of butterflies, holding a net. If the butterflies don’t like the net, you’ll catch each of them one time before they’re on to you. Pretty soon, you’re out of butterflies. Customers who have spent money with you once are more likely to spend more money with you again. They already had an interest in your products. T hey already demonstrated that they are a moti vated buyer. You have a relationship with these people. Spending $20.00 with you worked out the first time, so if you offer the right things there’s much less resistance to spending the next $40.00. Like attracts like. Happy customers attr act more happy customers. They write glowing testimonials, provide referrals, and proudly display their involvement with your business. Take care of the client base you have and you’ll find your way to more clients. It’s just that simple. It’s not just a matter of “underpromise and overdeliver!” That’s a great maxim, and it’s certainly not something you should forget to do. It’s o in knowing when you can’t deliver and having the guts to sa y so, preferably before you take on the commitment. It is amazing what lengths customers will go to work with you when you’re clear. Most customers don’t expect you to always be able to conform to their schedules. They’d rather know for a fact that you’ll tell them exactly what you can and can’t accomplish for them. Trust that if they have to go somewhere else for this on e job they’ll still come back to you again for future ones—but it’s more likely that they’ll be blown away by your ability to walk away from their pocketbook for their own good. By putting their needs ahead of yours, nine times out of ten, you’ll find, “I need it by Friday!” can become, “You know what, Monday’s actually fine.” - 25 - In the day to day motions of your business you can do this in a number of ways. If you have a lot of employees you can set up clear, easy to follow guidelines for dealing with customers. If it’s just you, you can be very careful and honest about how you manage your time. If you take on too much you have to be willing to go ahead and outsource some labor so that yo u can deliver as agreed. Most of all, you can stay educated so that you always know what you’re talking about. - 26 - Know Thyself It’s all about focusing on your strengths. A parcel service called Spee-D Delivery is going to deliver a different kind of service then Get It There With Care . They’re not going to attract the same customer base, because different things are important to different customers. But you can bet both parcel services are going to do well. These businesses know what they’re good at. They know what they’re about and they’ve taken the time to communicate what they’re about. They’re certainly going to beat out the parcel company down the street, the one named, i-Deliver. Chances are i-Deliver is trying to be all things to all people, and they’re going to end up failing. Branding isn’t just about attracting the right customers—the ones who want speed versus the ones who want their packages handled with the utmost care— but also about implying a specific promis e. A company like i-Deliver is leaving the promise up to the imagination of the consumer, leaving the consumer to fill in the blanks themselves and figure out what the definition of “good” service is to them. Thus he can only keep the customers who don’t care very much one way or another, and is left with very little to distinguish himself from the competition— except maybe price. Yet even price will not save him if a fourth business, Deliver Cheap, opens up three blocks down. Get it There With Care is never going to bother selling how fast they can get something somewhere. It gets there when it gets there, because they’re trying to make sure the package doesn’t break. It ’s the top rated service for fragile items that need a little TLC. A customer is unlikely to complain if it takes Get it There With Care up to two weeks to get the good s where they’re going—especially because the company has posted this fact plainly for anyone to see. The company is promising care, and not speed, and so the only angry customers Get it There are likely to see are the rare ones fo r whom there was an accident leading to a package break. Conversely, Spee-D might offer to insure your package, but they’re certainly not going to go about guaranteeing that nothing’s going to - 27 - happen. Therefore, the only angry customers Spee-D willhavetodealwithare the ones whose packages arrived late. The unfortunately named i-Deliver is going to end up with all sorts of angry customers, because there’s no implicit promise at all, leaving customers only with “I want what I want when I want it.” That’s not a good place to leave your customers in. So today, sit down and write down what makes your business unique. Are you fast? Affordable? Dependable? Careful? Do you excel with communicating with your customers? There are always goin g to be other people in the world who have your same product or your same sk ill set. What sets your business apart from all the other businesses that do ex actly the same thing? When you know your primary strength you can begin emphasizing that strength in everything that you do, so that the people around you ass ociate that specific quality with yourself and your business. - 28 - Tell Thy Story Once you understand who you are and who your business is, you’ve got to find a way to get that knowledge to everyone el se. It doesn’t matter how brilliant you are. You’re not going to get anywhere if the only people wh o know how to find your brilliance are down the hall from your mother’s basement. Marketing is nothing more than the simple act of finding a way to get the word out about who you are and what you do. Some methods are better than others, and some are more expensive, but you’ve go t to dive right in somehow. Even if you make some mistakes, you have to star t. You should avoid being intimidated by the term if you’ve never dealt with marketing before. Even placing a classified ad is a form of marketing. Luckily, the days where your marketin g efforts might have revolved around sticking fliers under windshield wipers on a hot summer’s day are gone. You can use the internet to do the bulk of the job for you. While you’re getting your name out there, you can be showing what you know. You’ll be building your credibility and your brand all at the same time, and because you want that credibility to be synonymous with your brand this won’t be a problem at all. You just have to be ready and able to learn how to bring your authentic you to your marketing efforts on the internet. You have to learn how to tell y our story in a way that provides solid value to your readers instead of just another commercial. You want people to think of you and think, “Now there’s someone who knows what he’s talking about.” Internet marketing is cheap, fast, effective, and even fun. Increasing your visibility in a mature, thoughtful way will increase your credibility before you’ve even signed a single customer. By sharing the value of your time and knowledge at no additional expense to the consumer you’ll ensure that the right customers, the paying customers who want your product exactly as you deliver it, will come flocking to your door both online and offline. - 29 - Did you know there are some people today who won’t buy anything from a company that does not have some sort of presence on the world wide web? These days it looks downright unprofessional not to have some sort of internet presence. It makes you look like you’re on a tight budget, or as if you’re s tuck in some rural area that hasn’t heard of the internet yet. This is not the impression you’ll want to convey. People want to check things out for themselves on the internet before they ever talk to a human being about it—when they want to talk to a human being at all. So you want to make sure that you’re packing a powerful leadership punch with every word you type. - 30 - Branding Yourself With A Blog Blogging is a great way to market yourself and to interact with other people on the internet who are interested in what you have to say. This isn’t a personal blog which might wax poetic about yesterday’s trip to the grocerystore. Thisisgoing to be a targeted blog which focuses on offering specific information to tackle specific problems. Let’s take our parcel business Spee-D Delivery. Spee-D wants to start a blog, and he wants to come up with nine starter posts that he can auto-load into Wordpress so that they post at regular intervals without him having to constantly manage entries and to give him time to come up with another set. He knows he wants to establish himself as a leader in the indu stry, so he sits and thinks about some topics which might get him where he wants to go. He might choose: • Challenges small business owners face with shipping • The importance of speed in shipping • How Spee-D handled the speed problem • Packaging tips for safe, fast delivery • Things to look for when you choose a packaging company • An announcement about how Spee-D just hired three more customer service agents so that orders can get processed faster • Why you always want to insure your packages • Things you want to send slow (this goes to implied promise: Spee-D doesn’t really want to deliver a box full of china) • How to sell shipping on your website (with specific instructions on how to get set up with Spee-D shipping for your product or service) Of course, not every post on the list is going to talk about how fast Spee-D is. That doesn’t create very much value at all. Most of the posts all focus on the customer’s needs and problems, with just enough posts that point back to Spee-D to keep what the company does clear in the customer’s mind. Spee-D might - 31 - name the blog, “The Small Business Soluti ons” blog and branch out into other sorts of customer issues as well, because Spee-D is certainly a small business and has all the other headaches a small busi ness owner has: taxes, marketing, advertising, customer service, and whatnot. WhatgoodisitgoingtodoSpee-D topostonthese? Justthis. Spee -D is further branding himself as the fast, friendly, small business expert, making small businesses who are in a position to use his services far more likely to come to him. People like faces. They like faces better than they like brand logos and pictures. Brand logos and pictures are necessary t ools, of course, but it is people who people relate to. Traditionally this is done with a face to face sales team, but tradition never accounted for a global economy and a booming internet marketplace. You might be operating o ut of the attic, and your customers may never see the inside of your building at all. Even if there is a physical building so mewhere for customers to visit, do you really want to miss out on customers in Baton Rouge, Louisiana just because you’re sitting in an office up in Flint, Michigan? Your competitors certainly are finding ways to tap into business markets a ll across the countries. It is a sink or swim economy. Whether you’re on Facebook, making an About page for your blog, or joining a forum, a profile page is the way you put a face on your business. You’re telling people who it is they’re going to relate to when they do business with you. It tells people that you, personally, are a leader . It tells them you might be someone worth getting to know, and that you might care about more than just your bottom line. So it’s important to get your profile right. Your photograph is perhaps the single most important part of this equation. People are going to forget what your profile said before they forget what you look like. Choose a clean, face shot photograph. It does not matter if you’re gorgeous or not, just be smiling and try to avoid anything with red eyes. Most people don’t like what they look like, even supermodels. So just find something that expresses who you are. You need a relaxed photo in reasonable clothing. - 32 - Once you’ve chosen a photo you should use the same one for every site you create a profile on. If you change one photo you should change them all. You should also use your own name. Peop le want to know Joe Smith, they don’t want to knowjs389. It canbe difficult, sometimes, to worka name around your own name, because all too often someone else is using the same name. Bu t there will always be places where you can slip your own name in there, enough that people at least understand the name of the person behind that string of lowercase letters and frustrated numbers. Think up a few focused words to say abou t what your business is about and don’t just say what kind of business it is. Again, this is an opportunity to brand yourself. If you’re Spee-D, you might sa y, “My goal in life is to help small business owners impress their customers through unparalleled delivery services that the bigger packaging companies just ca n’t provide.” That’s going to be far more effective then, “I deliver packages. Fast!” - 33 - Branding Yourself With Social Networking If you’re not on Facebook , Myspace, or Twitter , you need to rectify that situation today. You should also be checking out social bookmarking sites like www.Digg.com or www.Squidoo.com . Squidoo is like a blog, social bookmark, and social networking site all in one, and is definitely worth a visit as the essence of Web 2.0. The thing to remember about all of these tools is that you are networkinghich means you can’t get away with a hit-and-run strategy. You’ve actually got to stick around to contribute and network . If you place socialbookmarks to your own stuff you can’t do it every single time yo u make a blog post—but do it when you put the really good stuff up. In the meanwhile, look for relevant sites that you can bookmark, so that you look like a contributor—not a billboard. The same is true for Squidoo. On Myspace and Facebook the trick is to join some relevant groups and st art talking so that you can honestly make some friends. Your friends will find their way to your profile, which you’ll take some time to set up. You’ll use your picture to increase trust. You’ll also use your li nks to get traffic to your sites—but that’s secondary to making a name for yourself on this most important of forums. Facebook can link to Squidoo and Twitter. You can use Twitter to announce new blog posts and updates to Squidoo whic h then get social bookmarked through Digg. Anintegratedstrategycanreallydriveyourbusiness. Italsomakesyou more accessible. Whatever you do, don’t comment spam. Comment spamming is the practice of making a friend request just so you ca n hop onto someone’s page and make a comment with one’s ad on it. On Myspace, if your profile isn’t set private, some peopleevengosofarastojustshowupandcomment. Thisisrude—the - 34 - equivalent of showing up at a party just to shove an ad in a person’s face before walking off again. That’s not networking and that’s certainly not friendship. If you can’t find a relevant group, start one, and start discussion threads to get people talking! You need to talk too—you can’t just sit back and sponsor. Act as a moderator and get your own point of view in there. Who knows? You might even learn something. If you really can’t find a group that works—and you should check to make sure you’re not re-inventing the wheel—it’s easy enough to create one of your own. Again, the question in your mind shou ld be how much you can contribute, not just how much traffic or how much of a friend’s list you can hijack. You want to make sure the emphasis of your group is focused. Within the broad category of “forests” there are dozens of sorts of trees. If you’re a birch tree, then create a group that focuses on other birch trees. There’s no point talking to pine trees, they’re not on the same wavelength. Just stick to the birch trees. Make sure there’s enough to talk about. Whtusepoliyur demographic facing? If you’re a network marketer, and you’ve narrowed yourself down to “Moms in network marketing, ” then what problems are Moms in Network Marketing facing? This will become the basis for your discussion threads. You can add value to your group by hosting group events and seminars. You can take some of your e-book content, or blog post content, or e-mail content and repackage it into a seminar. You’ll brand yourself as an expert, network live, take questions and answers, and perhaps gain some dedicated downline members on the spot. You’ll do this the fair and reasonable way, not the spazzy way. Write a solid description of your group. Make sure the description is “keyword rich.” That is, when some one types a relevant keyword into the search box you want reasons for the group to show up. Yo u need interested people to find your group. Another way to ensure you get people is to choose a relevant category and sub-category. People who don’t know ex actly what they are looking for often browse by category. - 35 - Keep things fun and lively. Imagine yo ur group is a never-ending party which you are hosting. You want your group to be a fun place to “be” on the Internet so that your users continue to interact with you. Remember, interaction is key to Internet 2.0. You just can’t get by without it. - 36 - Brand Yourself By Writing A Book There’s no denying it: e-books are hot. They’re a great way for a customer to learn about who you are and what you know: and they make great digital “give- aways” that you can use on your lead capture page. For the price of a name and an e-mail address a prospect can have a good, quality e-book. The e-book helps you connect with your prospect and puts you on warmer grounds because you’ve given away something of genuine value at no charge. It reassures the pr ospect that you’ve actually got something to offer once he starts entering his credit card information. The subject matter that you choose for your e-book should serve the customer’s needs and it should not represent an overdone sales pitch. It can be a ut your business or about things that helped you in your business. “7 Principles of Power Shipping” can make a good e-book, so can “7 Principles of Value Oriented Businesses.” When you write your e-book it’s import ant to remember you’re writing for the internet and not for a print audience. This means chapte rs, paragraphs, and sentences should be short and to the po int. The subject matter should be focused. In general, 20-50 pages is a good length, with between 5-10 chapters. You’ll want to format your book in a professional manner and convert it over to a pdf form so that you’ll be standardized to the rest of the internet. After that, remember: value, value, value. This is your in-dep th introduction to the customer. You want them to remember your first experience with you as something that was worth their time. This will make them far more likely to check out your website and give your product a chance. Conversational language is best—no thick academic writing or jargon. Again, you’re trying to connect with your prospect on a very personal level, and even if - 37 - the prospect can’t speak back directly they ’ll generally be able to offer you some feedback at some point. Make sure you remember these points and stick with them. You can become an eBook writer quite easily and a very effective one at that! - 38 - Outsourcing an E-book It may be that you don’t feel you have the skill to write an e-book. Or perhaps you feel like that’s not the best use of your time. You might be marketing around a full time job at the moment, working forward to the day when you actually can fire your boss. That’s fine. If you visit sites like www.getafreelancer.com , www.elance.com, or www.guru.com you can set yourself up as a buyer for a nominal fee. There you can have writers bid on your work. Writers who ghostwrite for a fee are readily available on such sites. The rating an d escrow system will keep both you and your provider protected through the entire process. The best way to get results from your professional is to maintain clear communication. This starts with your outline. Providing your professional with a clear outline of the points you wish to see included is one of the best tools you can use towards ensuring both you and your writer have a good experience. This sort of clarity is equally true if you outsource someone to do your cover and layout as well. If there’s a lot of jargon, do your best to explain it in the outline. Yes, the writer could simply do the research, but what emphasis do you want to see put on the material? Your explanation of the topi c can help the writer understand where you are coming from and what you want done. The writer then fleshes out what you’ve provided and puts it in a clear, understandable format. If you want regular updates be sure to let the writer know, otherwise yo u might end up with a writer who just quietly delivers the project in full. Projects often go best when the provider and the buyer both get a chance for some early feedback in the first 1-2 chapters of the project. Of course, if you’re or ng lots of e- books and you come to stick with the sa me writer, you’ll both know where you stand after awhile and this step may be a lot less necessary. - 39 - When you write up your project, try to stay positive. You might scare off some perfectly good providers by getting snippy inyourprojectdescription. Ithas been known to happen, and it makes you look impossible to please. Think of yourwriterasabusinesspartneryou’retryingtowoo. Whoknows? Inthe course of writing your book the writer ma y want to open up a little side business as a member of your downline! - 40 - Chapter 3: Generating Leads - 41 - Summary - 42 - Traffic is King You could have the best product, the most stellar service, and all the expertise in the world—but if nobody knows how to come to your door, then all your efforts will not amount to very much at all. On the World Wide We b, this translates into traffic the number of people who visit the websites you control. Not all traffic is created equal of course. If 3,000 people visit your site and only 10 stop to interact with it and only 1 buys anything, then you’re probably not capturing the right kind of traffic. You’re probably promising one thing in your advertising and delivering another, or yo u’re failing to stand out. A user’s response should be excitement, surpri se, and interest—never, ho hum, yet another site selling hyped up products. Traffic is so important that there are professionals who devote themselves to doing nothing more than figuring out SEO, or “search engine optimization.” The placement you get on a search engine like Google or Yahoo can be a huge factor in the number of visits you receive. People are most likely to visit the first page worth of results, not the fifth or sixth page. Getting traffic isn’t an instant, overnight process, but there’s a science to it. Get the word out to enough places and you’ll start seeing traffic. Do what you do well, and you’ll start seeing a lot of traffic—an d you’ll figure out how to separate the browsers and tire kickers from the real, interested prospects who you can turn into paying customers or solid business partners. You have to become a contributor, however. InWeb1.0itwasenoughtotoss some ads up and hope for the best. Web 2.0 relies on recommendations, networking, and word of mouth. So roll up your sleeves and prepare to dive right on in. In order to make the most of your traffi c gathering efforts you need to focus on two key principles: value and consistency. Without value nobody will care. - 43 - Without consistency, nothing will stick. It sometimes takes seeing a thing more than once to entice people to take action. You must focus on delivering substance and doing so often, so that people come to rely on you. When the Internet starts expecting to hear your voice, great things can happen. - 44 - Capturing Leads This is an example of a good lead capture page (also called landing pag e, squeeze page or opt-in form) Creating a lead capture page is quite easy actually. - 45 - All you need is one or two compelling headlines that address the common home business problem and you can give away a free report to get people to sign in to your mailing list or your home business name list. A good lead capture page can help you separate the interested from the disinterested before you waste any time. A lead capture page usually o ffers a free product (like your e-book). Visitors fill out their first name and their e-mail address to get the book. When someone does this, you know a few things about them. First, you know: 1) They have some sort of interest in your product, as reflected by their interest in your free e-book. People know darn well they’re inviting you to market to their inbox when you fill this form out, so you know they’re at least a little bit “warm”. Yo u’ll be using an opt-in e-mail list to market to these types. 2) You know that they’re willing to invest in themselves and their own education, at least enough to take th e time to read. This is extremely important if you’re building your downline. Another type of lead capture page gets even more information. It captures names, addresses, phone numbers, and whether or not the user is interested in your product, in working from home (i.e. your business opportunity) or both. These can be leads that you give an actual phone call to follow up on. Ensure that your page is effective by us ing a clear, intriguing headline. This should be a bold, clear statement that ca ptures interest, solves a problem, or implies some manner of promise. Then you’re going to want to authentically talk about your story—about why it’s of any be nefit to the user to take advantage of even so much as your free product. The best lead capture pages are the ones that separate the buyers from the tire kickers. These are the people you can safe ly talk to about your product and your business opportunity without needing to wo rry that you’re wasting time, breath, and space. - 46 - This is another one of thos e things you might want to consider outsourcing. It’s going to take some writing skills to write the copy on the lead capture page, and it’s going to take some web skills to get them up, on the web, and in possession of a useable form. If you can’t do these th ings yourself it is again well worth the money to go to a freelancer site and put in a bid. These are above and beyond the initial investment in your business, but they are investments you should make. - 47 - Creating Your Funnel You did not step into this venture so you could spend all your time working a second job. You stepped into it for the freedom to make the internet work for you so that you could make money work for yo u. You stepped in to leverage the new marketplace to your advantage. In order to do this you need to create a funnel and then put the funnel under a faucet. You want a wide net to catch as many people as you can. As they travel with you, some people will get stuck in the middle of the funnel. Some people, though, will fall down through the narrow tube at the bottom and become buyers or team members. Yet your goal should never be the first sale to each customer, but the fifth or the tenth: repeat customers are the cornerstone of every successful business. Your opt-in marketing list is the key to your funnel: it holds on to your customers until they are ready to take the next logical step or buy another product, whichever makes more sense. Your lead capture page is part of this funnel, as are any marketing efforts you undertake to get people to that page. The mor e you build your sales infrastructure the less yo u will ultimately have to do. You will eventually run out of things to say on yo ur topic, perhaps, but that is okay. Everything you will have said is still post ed on the internet or loaded into your auto-responder, waiting for the next person to come along and benefit fr om it. There will never be a shortage of people who will want or need your product or service. There will always be people look ing. If you can automate the process of being found and automate, as much as possible, the process of following up, then there may be little else to do but sit back and collect your checks. At some point you won’t even be recruiti ng directly. You’ll be teaching others how to recruit on your behalf and ea rning a hefty commission these people’s efforts. You’ll teach your own hard-won system to everyone on your downline and gain massive profits from it—and ultimately this can be automated too. - 48 - Eventually, this can become a business yo u only have to occasionally manage rather than one you have to consistently babysit. Whatever your passion is, whatever else you’d rather be doing, go do it. Your financial future is about to be secured. You will have truly created mu ltiple streams of income and made at least one of them passive. As you progress in the world of Internet marketing, you’ll start to hear some terms like “lead filter” or “sales filter”Simply put, your sales filter or your sales funnel is the process by which browsers become buyers. At the start of the process you drag in all sorts of people in one big net (traffic). Some of those indicate interest (lead capture page) and you follow up on that interest, either with your opt-in e-ma il list or a phone call. Some of those go ahead and buy one of your products. Some of those buyers go on to buy still more product, or more expensive product. Down at the bottom of your filter go the smallest number of people, but the most important: the people who eventually follow you into your opportunity and join your downline. Obviously there’s a bit of a numbers game going on here. Sales is the only place where the law of averages actually works: the more people you talk to, the more chances you have. Your lead capture page is the equivalent of “talking” to every person that you can drive to your page. It talks when you are awake, asleep, or working another job. It keeps right on goin g. It’s up to you to create the value that gets that initial drag net lower and lower into your filter. You have to understand your filter or your efforts won’t be aimed with the greatest possible accuracy. You might focu s too hard on traffic at the expense of what actually happens when the traffic gets to your door, and that could be fatal. You don’t want 1 million people who won’t spend a dime when 100 buyers is what it’s going to take to get you to your personal income goals. Lead capture pages are the best possible wa y to sort through and use your filter. You never bother with the top of the funnel beyond getting them there. It focuses the majority of your time on the bottom halves of your funnel, where the money is. - 49 - Too many Internet marketers and network marketers forget that their activities matter little if each step does not ultimate ly lead to increasing their business. There is no activity that should not be aimed squarely at that goal. Activities that are not aimed squarely at that goal are piddling, playing, and wasting time, not working on your business. - 50 - Building Your TARGETED List Thisisoneyou’regoingtohearagain,sotakenoteofit. Thehotbuzzphrasein internet marketing is “the money’s in the list.” It’s so hot because it’s true. E-mail list building is a cornerstone of what’s known as “permission marketing.” Here’s the pr emise. Youhaveawebpageofsome sort which offers information to a consumer for free. The consumer, if interested enough, provides a name and an e-mail ad dress, then confirms through an auto- responder e-mail that yes, he wants to receive your information. The customer has just told you he’s ok aywithyoubringingonyourspecial knowledge, your marketing, your sales pi tch, and will eventually either act on what you offer or drop from the list. Th e trick is making sure you have valuable things to say every time your email shows up in the prospect’s box, and that it does so on a consistent basis without flooding him. Two to four times a month is plenty. He’s interested in what you have to sa y, and here’s something really great: it doesn’t have to be about your product at all to make sales for you . The people on your list will get to know you and might eventually go see what you’re doing for themselves. Or you’ll have a signature li ne at the bottom of every e-mail which points back to your home business pa ge, and people will check out the link because they like you and the link is attached to you. You can build the list offline a little bt too, because eventually you’ll be asked about your internet business and you can al ways pass on your lead capture page or your main page which will also have link s to your opt-in email list. But for the most part, list building is an online activity and should be treated as such. If of course you canfind some way to make your list relate to your business, that’s even better, because now you are targeting your traffic. The concept of targeting is very easy. It says you don’t try to sell nutritional supplements to the guy who - 51 - eats three cheeseburgers a day. He doesn’t care. You don’t try t o sell make-up to a woman who sees make-up as, at best, a necessary evil. You don’t try to sell scented candles to people who are allergic. You sell nutritional supplements to pe ople who want to know more about improving their health. You sell make-up to people, primarily wo men,whowanttoknowmoreabout how they can put their best foot forward and improve their appearance. You sell scented candles to people who like a touch of elegance in their home or who like aromatherapy or who just like candles. If you have to go a little broad so that you can find things to write about—that’s fine. You’re trying to pay the bills so you can do your other thing you want to do, not supercharge your marketing efforts to build a multimillion dollar home business empire. If your goals change your strategy is going to have to change a little bit, but one might assume that if you chose to sell nutritional supplements it is because you, too, are interested in improving your health, and can provide a service to your customers by keeping them informed of health news so they don’t have to scour newspapers and blogs for the information themselves. A lead capture page can help you separate the interested from the disinterested before you waste any time. A lead capture page usually offers a free product (like your e-book). Visitors fill out their firs t name and their e-mail address to get the book. When someone does this, you know a few things about them. First, you know: They have some sort of interest in your product, as reflected by their interest in your free e-book. People know darn well they’re inviting you to market to their inbox when you fill this form out, so you know they’re at least a little bit “warm”. You’ll be using an opt-in e-mail list to market to these types. You know that they’re willing to invest in themselves and their own education, at least enough to take the time to read. This is extremely important if you’re building your downline. - 52 - Another type of lead capture page gets even more information. It captures names, addresses, phone numbers, and whether or not the user is interested in your product, in working from home (i.e. your business opportunity) or both. These can be leads that you give an actual phone call to follow up on. Ensure that your page is effective by us ing a clear, intriguing headline. This should be a bold, clear statement that ca ptures interest, solves a pro
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