ROB RASKIN - Business Owner, Sales Trainer, Consultant, and a die-hard Patriot!
Call: 702-240-4309 | Email: info@robraskin.com

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CHAPTER EIGHTEEN: YOUR FUTURE

In a matter of 18 Chapters, and 450 pages, you are now equipped with EVERYTHING that you need to know in order to be SUCCESSFUL IN YOUR BUSINESS ENDEAVOR.

Following, you will find a COMPREHENSIVE Overview of the MOST CRITICAL ELEMENTS that You will need in order to be able to get started on YOUR PATH TO SUCCESS.

There’s only ONE THING standing between You and Your Dream, and that’s the answer to One Simple Question:

DO YOU WANT IT BADLY ENOUGH?

If the answer is “YES”, you have EVERYTHING YOU NEED RIGHT HERE IN YOUR HAND. If the answer is “NO”, then no further action on Your Part is necessary. I don’t know about you, but at the end of MY life,  I want to be able to say that I gave Life everything I had and then some, and I have no regrets.

This is YOUR TIME to decide if YOU WANT TO TAKE YOUR SHOT AT THE BRASS RING, or PLAY IT SAFE and keep doing what you’re doing now. I suspect if you were Satisfied with the way things are, you would not have read this 450 page Course. But as always, the Decision as to whether or not to go ahead is YOURS TO MAKE.

I hope that whether you Build Your Own Business or not, that I was helpful to you in seeing the Enormous Potential that exists Right Now and Exactly what to do to be a part of it.

Whatever you decide, I wish you and yours the very best life has to offer!

IN PART ONE of this Course, we looked at all of the Traits, Characteristics and Mechanisms that MUST BE PRESENT in order for YOU TO SUCCEED.

We discussed the importance of Self-Image, and we created Positive Affirmations to help to Strengthen them. We Dared to Dream and to create exciting Goals, the achievement of which will give You the Satisfaction of the Feel of Success.

We then developed Your Budget, so we have a starting point, and we quantified Your Goals in terms of Cost so You know what the Desired Amount of Net Profit needs to be in order to achieve Your Goals.

And we laid out the Foundation of a Business Plan, to be developed through the remainder of the Course.

IN PART TWO, we looked at the many, many steps that it takes to build a SUCCESSFUL BUSINESS from the perspective of the detail of everything that goes into Marketing and Sales.

We discussed what to Sell, and the effects of different types of Products on Your Bottom line. We discussed Specific Marketing Techniques, and we developed a PRECISE MARKETING PLAN.

We went on to learn HOW To Sell, and the importance of both Structure AND Verbiage as it relates to Your Site. We then created a mock Site to Sell the Widget X-100 and attachments, and we went on to Design the Perfect Sales Site in Great Detail.

IN PART THREE, we discussed all of the remaining aspects of putting YOUR BUSINESS TOGETHER. First, we created an Operational Overview of All of the Tasks required to Operate Your Business Successfully. We separated them into Daily, Weekly and Monthly tasks.

We then explored Everything that is involved in Setting Up Your Business, from Incorporating, to Licenses, to Insurance, to Financial Considerations.

Then we identified All of the required Tools that you will need in order to Execute Your Marketing and Sales Plan.

You learned how you can get started for anywhere from $588 to $9999, depending on Your Budget and Your Desires.

We went on to create Your Business Plan, including a Working Business Model in Excel Format. We identified 10 Variables that will impact the Amount of Profit that Your Business Generates, and we explored in Detail exactly what affect each Variable has. This is an INVALUABLE TOOL to help you to Monitor how close you are to Generating the Desired Profit.

Finally, we proceeded to Advanced Tips and Techniques, where we explored all of the Additional Information that will help you to make the necessary adjustments to Your Business to Maximize the Amount of Profit it will Generate.

When we set out, we said that when you were done with this Course here’s what you will know:

  • Seeing Yourself as a Success,
  • Developing your dream,
  • Determining your goals,
  • Calculating their cost,
  • Understanding the concepts of Profitability
  • Choosing a Product,
  • Marketing,
  • Sales,
  • Site Structure and Development,
  • Analyzing reports,
  • Handling the money,
  • Duplicating and diversifying, and Exit strategies

MOST IMPORTANTLY, IT WAS MY INTENTION FOR YOU TO KNOW EXACTLY WHAT TO DO IN ORDER TO MOVE FORWARD UPON THE COMPLETION OF THIS COURSE.

WE HAVE ACCOMPLISHED EXACTLY WHAT WE SET OUT TO ACCOMPLISH!

OKAY! TO GET STARTED RIGHT NOW, HERE’S EXACTLY WHAT YOU NEED TO DO:

  • Create and Post Your Positive Affirmations
  • Identify and Post Your Dream
  • Define Your Budget and Create and Post Your Goals
  • Quantify The Cost of Your Goals
  • Review The 10 Principles of All Business that Are the Same
  • Build the Foundation of Your Business Plan
  • Determine What To Sell and Who Your Market Is
  • Review the Fundamentals Of Marketing
  • Create an EXACT MARKETING PLAN`
  • Review the Fundamental Aspects of All Sales
  • Develop Your Sales Verbiage and Closing Techniques
  • Create an EXACT SALES SITE
  • Evaluate the Business Tasks for Day to Day Business Operation
  • Set Up the Business including Incorporation, Insurance, Etc.
  • Purchase the TOOLS that are required for Success
  • Create YOUR BUSINESS PLAN
  • Review the advanced Tips and Techniques
  • Execute Your Marketing Plan, Monitor Your Statistics and Make the appropriate adjustments

These 18 Steps are laid out in the Order of the Course. Simply Start at Chapter One and Follow the Course Straight Through.

SO now, you get to Decide if in Your Heart, You are an:

ENTREPRENEUR

He casts aside his assurance of 40-hour weeks,

Leaves the safe cover of tenure and security,

And charges across the perilous fields

Of change and opportunity.

 

If he succeeds,

His profits will come

Not from what he takes from his fellow citizens,

But from the value they freely place

On the gift of his imagination.

 

What does YOUR IMAGINATION Tell You?

CAN YOU ENVISION YOURSELF AS A SUCCESSFUL BUSINESS OWNER?

DO YOU HAVE DREAMS THAT YOU’D LIKE TO MAKE COME TRUE?

AND DO YOU WANT THEM BADLY ENOUGH TO WORK FOR THEM?

BECAUSE IF YOU DO, YOU NOW KNOW THE WAY.

YOUR FUTURE IS ENTIRELY UP TO YOU

All you have to do to make YOUR VERY OWN SUCCESSFUL BUSINESS HAPPEN is to match a Reachable Market with a Product or Service that they want, and then follow the Course to put Your Business Together.

If you have any doubts as to whether or not you have created a Sound Business Plan, ask me for assistance.

Asked to further Summarize Your Success down to the 3 MOST CRITICAL ELEMENTS, here’s what I’d Say:

(1) A POSITIVE SELF-IMAGE – IF YOU DO NOT HAVE THE SELF CONFIDENCE AND THE BELIEF IN YOURSELF THAT YOU ARE ENTITLED TO SUCCESS, YOU WILL SABOTAGE YOUR OWN EFFORTS.

(2) A SOUND BUSINESS PLAN – INCLUDING AN EXCELLENT MATCH OF A REACHABLE MARKET TO AN OFFER THAT THEY WILL WANT, AND A WORKING MODEL THAT GENERATES THE DESIRED AMOUNT OF PROFIT.

(3) RELENTLESS EXECUTION – THERE CAN NEVER EXIST ONE THOUGHT THAT THERE IS ANY FORCE THAT CAN EVER STOP YOU FROM ACHIEVING YOUR GOAL.

We’ve spoken in Great Detail about everything that goes into each of these Three CRITICAL AREAS for Your Success, but as I close this Chapter, I’d like to give you a Gift. For if you TRULY DO FOLLOW YOUR DREAM, and if you DO CHOOSE TO FORGE AHEAD ACROSS THE PERILOUS FIELDS OF CHANGE AND OPPORTUNITY, then there WILL BE TIMES when the POEM on the next page will Help to GUIDE YOU THROUGH the Difficult Times.

                    DON’T QUIT

When things go wrong as they sometimes will,

When the road you’re travelling seems all uphill,

When the funds are low and the debts are high,

And you want to smile but you have to sigh,

When life is getting you down a bit,

Rest if you must – but don’t you quit.

 

Life is erratic with its twists and turns,

As every one of us sometimes learns,

And many a failure turns about,

When he might have won had he stuck it out.

Don’t give up when the pace seems slow-

You might succeed with another blow.

 

Often the goal is nearer than,

It seems to a faint and faltering man.

Often the struggler has given up

When he learned too late, when the night slipped down,

How close he was to the golden crown.

 

Success is failure turned inside out,

The silver tint of the clouds of doubt,

And you never can tell how close you are,

It may be near when it seems afar.

So stick to the fight when you’re hardest hit,

It’s when things seem worse that you mustn’t quit.

 

Unknown

 

I sincerely wish you my very best, no matter what path you choose.

Remember, that regardless of whatever you do, Success is a Journey, not a destination.

It is important to learn from the past, and to look toward the future.

But MOST IMPORTANTLY, always remember is to appreciate the PRESENT.

There’s an old saying that goes:

“Yesterday is a canceled check. Tomorrow is a Promissory Note. TODAY is cash in the bank.”

In your quest to build a better tomorrow, don’t forget to enjoy each and every TODAY.

I’d love to see you go on to Build A Successful Web Based Business so can have the Satisfaction of knowing what it feels like to Really Make It Happen!

Likewise, You must be motivated to be relentless in the pursuit of Your Goals, and in living Your Dream without allowing anyone or anything to prevent you from achieving Your Success.

I felt an obligation in closing to remind you to remember to enjoy The Journey, to Enjoy each and every TODAY, and to remember that the Most Important thing in each of Our Lives is the Love that we share with those that are Close.

That having been said, GO MAKE YOUR MILLIONS!!

CHAPTER SEVENTEEN: ADVANCED TECHNIQUES

At this time we want to take Your ENTIRE Business Plan, from creating the number of Visitors, through the paying of the Taxes, and identify at each point, any Tips or Techniques that will help you to MAXIMIZE THE GENERATED PROFITS.

To do this, we need to list the Major Components in Your Business, and then add to each category so you can see what you can do to effectuate a Positive Outcome in each area.

THERE ARE 10 VARIABLES:

VISITORS-Set at 100 for Cold Marketing & 300 for Affiliate Marketing

PROSPECTS -Set at 90% of Visitors

SALES  – Set at 1/45 Prospects

PROFIT – Set at $98 Per Sale

ADVERTISING EXPENSE – Set at 10% of the Target Gross Profit

AFFILIATE COMMISSION – Set at 30% of the Overall Gross Profit

OVERHEAD EXPENSE-Set at 10% of the Target Gross Profit

FRONT UPSELL – Set at 10% of the Target Gross Profit

BACK-END SALES – Set at 25% of Target Gross Profit

ESTIMATED TAXES – Set at 25% of the Gross Profit

VISITORS:

As you will recall, there are 3 major components of Your Marketing Effort:

  • Cold
  • Referral or Affiliate
  • Repeat

COLD MARKETING:

In the area of COLD Marketing, we started with 5 techniques:

  • Pay-Per-Click Search Engines
  • Utilize Existing Targeted Lists
  • Utilize Services that Guarantee Traffic
  • Free Classified Ads
  • Search Engine Ranking

There are a number of Additional Marketing Techniques that are used on the Internet to drive Traffic to Your Site. Rather than being overwhelmed with a list of all of them, I chose the best 5 to start with because they are easy to understand, execute, and have Success with.

Here are some Additional Marketing Techniques for you to consider adding to your arsenal after you have established a track record and have gathered some Consistent Statistics utilizing only what is in the Marketing Plan as it now exists. If you add additional Marketing Techniques before you develop a Base Line of Statistics for Your Business, it will be more difficult to track each Technique and determine what Adjustments need to be made to Improve the results.

With this having been said, here is a list and a brief description of some Additional Marketing Techniques:

  • BANNER ADVERTISING – I trust that you have seen the Banner ads at the top of the page when you are browsing the Net. This type of ad has a low rate of return, but in large quantity, it can still produce some traffic. They normally charge a nominal fee per 1000 impressions. The numbers sound better than the results, but you may want to add this down the road.

However, a word of caution. There are companies that offer “free” banners. It works like this: They will put your banner on Top of their page, and in return, you put their banner on the Top of Your Page. DO NOT DO THIS!

What you DO NOT WANT TO HAPPEN is to work to get Traffic to Your Site, and have some of those Prospects immediately click on the Banner, and just like that, you lost your Potential Prospect to Another Site!

If you ever participate is a Reciprocal Link or Banner program, place the banner AFTER YOUR OFFER on Your Site, NOT BEFORE IT! The template that was proposed has a Shopping Cart and Affiliate Link Site as the SECOND PART, or Back-end of the Site. This is an EXCELLENT LOCATION to advertise Reciprocal Links. Whether you utilize the Template or not, make sure that you have a way to promote other Sites WITHOUT HURTING YOUR OWN SITE!

  • AD OR ARTICLE SWAPPING – Another Ezine Editor will most probably be glad to swap an Article or an Ad with you so long as you both have approximately the same number of Subscribers. Once you have developed Your Opt-In list to a significant number, say 5000, then you can look to swap with others.

REMEMBER, THE OPT-IN LIST IS ULTIMATELY YOUR NUMBER ONE ASSET, BECAUSE YOU CAN CONTINUE TO SELL THESE SAME FOLKS AGAIN AND AGAIN AND AGAIN!

  • DISCUSSION GROUPS – There are a ton of Discussion Groups these days, on virtually every topic you can think of. You can always join one of these groups and offer your Expert Opinion and a suggestion of where to go to find out more information, which of course would be Your Business. This is a time-consuming but Free method of developing traffic.

One other thing that you can do is to create Your OWN Discussion Group on a particular evening for an hour, and invite Your Opt-In list to participate. This gives you more contact with your group. There are companies on the Net that set up and monitor discussion groups. As always, whenever you are searching for something of this nature on the Net, go to Google and enter the keyword of choice: In this case, “discussion groups.”

  • CHAT ROOMS – Like Discussion Groups, this is also a time consuming but Free method to develop Traffic. You are once again not allowed to advertise in Chat Rooms, but you can always give your opinion.
  • MESSAGE BOARDS – This is another way to develop conversation about Your Business. Like Discussion Groups and Chat Rooms, Your Market is limited to a small but Targeted group. The one advantage is that all three of these methods are free, so if you have the time in the evening to “talk up” Your Site, it certainly can’t hurt.

These 5 additional Marketing Methods can be effective, but I suggest that you start with the 5 that are detailed in Your Marketing Plan, develop a base set of Statistics for Your Business, and then add One Additional Technique at a time, if you choose to do so.

PREPARE FOR HIGH RANKING WITH SEARCH ENGINES:

Without getting Overly technical, You can HELP your ranking with the Search Engines by following some suggestions. Here are some of the things that you can do:

TITLE PAGE: Each Page should have its own Descriptive Title. Once you are aware of the best Keywords for you to use to promote Your Site, by using SITE PROMOTER or WORDTRACKER, make sure you use the Keywords generously in Your Description of the Title of the Page.

META TAGS: The Meta Tag is the Description of the Page. These Keywords help the Search Engine to determine how to catalogue Your Web Site. Once again, as in the TITLE Description, your use of Keywords is CRITICAL to the Ranking in that Engine in the Category that you want to be found in.

PICTURE DESCRIPTION: Some Visitors to Your Site will have their “images” turned off so they don’t see a picture. Describe the Picture including as many Keywords as is feasible, while maintaining sentence structure, since the Visitor will see the description.

REDIRECT PAGE: This is a technique where you submit a Keyword-Rich Domain Name to the Search Engine to get a High Ranking, and then you redirect that page to Your Site. The Visitor will be unaware of the redirect, but this method can help with Your Ranking.

KEYWORD RICHNESS: This is a CRITICAL ISSUE with regard to Top Ranking. SITE PROMOTER, which is one of the 10 required TOOLS from the TOOLS Section, chooses Your Keywords taking the logic of the Search Engines into Account. This helps you to achieve a Higher Ranking. Then WEB-POSITION GOLD, another of the 10 TOOLS, monitors the position of the ranking based on the Keywords.

For more assistance with Keywords, there is a program called WORDTRACKER. This program will read Your Site and print a list of Keywords including Capitalized Keywords, incorrectly spelled Keywords, and combinations that you may not have thought of. There is a downloadable version of WORDTRACKER that is free, though the paid version is a LOT more powerful.

You don’t want to be Penny wise and Dollar foolish. The difference between Top Ranking and Mediocre Ranking is literally the same as the difference between night and day. If you aren’t in the Top 20, nobody will see you and you will wind up with little or no Search Engine Traffic. Search Engine Traffic from the FREE Engines is FREE to you.

So you want to do EVERYTHING YOU CAN DO to get yourself the BEST POSSIBLE RANKING!

REFERRAL OR AFFILIATE MARKETING:

In the area of REFERRAL or AFFILIATE Marketing, as you can see now that we have finalized the Business Plan, you should expect More Traffic and Sales from Your Affiliates than from Your Cold Marketing campaign. This makes sense, since you are ONE PERSON promoting Your Offer, whereas you may have 100, or 1,000, or 10,000 Affiliates promoting Your Offer as well.

This is why I suggest that you keep your COLD Marketing Campaign to the 5 main types to start with, and spend the rest of your time FINDING AFFILIATES.

Axiom Number Seventy-Five The BIGGER YOU BUILD YOUR AFFILIATE BASE, THE MORE SALES YOU WILL HAVE.

Rather than spending time in a Chat Room, I’d MUCH RATHER you spend your time utilizing LINK POPULARITY, SUPERSONIC or SPYDER to build a list of Potential Affiliates to contact through the use of MAILLOOP.

Can you see the potential difference to Your Bottom Line by expanding Your Affiliate Base?

REPEAT MARKETING:

There are two elements that will add to Your Repeat Marketing that we need to discuss here.

  • VIRAL MARKETING – In Your Newsletter or Ezine, a FREE E-Book or Report, or anything that you send out to either Customers or Prospects, always include at least one link back to Your Site. As the recipient of Your item forwards it to a friend for example, now that person can sign up for Your Newsletter or click on the link to check out Your Site or Promotion.
  • SPECIAL PROMOTIONS, DISCOUNTS, AND OFFERS – The program CONTRIBUTE allows you to create “SPECIAL SUB-PAGES.” This means that instead of a Prospect going directly to the First Page of Your Site, you can give Your Subscribers a “SPECIAL OFFER” whenever you want to create Sales because of the URGENCY INVOLVED. This is a GREAT WAY to Make SPECIAL OFFERS to Your OPT-IN LIST!

“John, since you are one of my Special Customers, I’d like to make you aware of a PRIVATE, SPECIAL PROMOTION. This offer is only good for 72 hours. Right now, you can purchase the WIDGET X-200, which is sold on my Site WIDGETS-ARE-US.com for $99, FOR ONLY $49 as my way of saying “Thank you” for being a Loyal Customer. However, you CANNOT GO directly to My Site because there, its FULL PRICE.

“Click Here Now” to go to “SPECIAL PAGE” for this SPECIAL OFFER, just for you. Enjoy Your Widget 200!”   Click Here Now!

The page that they will link to will look something like this:

Widgets-Are-Us.com/special3dayoffer

This is a sub-page of Your Site, only accessible by those who have been informed that it is there. In 3 days, you would just go in and remove the link, until the next time that you want to run that promotion.

PROSPECTS:

The Prospect-To-Visitor Ratio is dependent on two factors: the Targeting of Your Market, and the Impression of Your Site.

The Statistics that you will receive from Your Host will speak VOLUMES about Your Traffic. If a LARGE PERCENTAGE, say over 10% of the Visitors, spends LESS than 1 minute on Your Site, you can interpret this group as being a VISITORS, but not PROSPECTS.

With regard to properly Targeting Your Market, if you send out blind or misleading ads, or you advertise in places where the folks that see your ad are not interested in Your Offer, you will get curiosity seekers. These folks are NOT Interested or Qualified Visitors, so Your Prospect-To-Visitor Ratio will be low. At the beginning of Your Marketing Campaign, you will want to concentrate on Targeting Your Best Markets in terms of Interest.

Over time, however, once you have established your Baseline Statistics, you may then want to slowly broaden the Market to which you Advertise, then watch the results Closely.

If the percentage of Prospect-To-Visitors goes DOWN, but the overall number of Visitors goes UP by enough to have a POSITIVE IMPACT, then this is a Positive Adjustment.

For example, let’s say that when you Target Your Best Markets, you have a Prospect-To-Visitor Ratio of 95%. This tells you that you are in the Right Market, and Your Site is working well.

Now, let’s say as you broaden the Market, Your Prospect-To-Visitor Ratio goes down from 95% to 80%, but the number of Visitors DOUBLES, from 100 to 200!

In the Best Market ONLY, you had 95 Prospects out of 100 Visitors. When you broaden the Market, you had 160 Prospects out of 200 Visitors. You would take 160 Prospects OVER 95 Prospects ANY DAY IN THE WEEK, wouldn’t you??!!

By carefully tracking Your Initial Results, you will be able to gauge the effectiveness of any changes that you make. By tracking BOTH Your Sale-To-VISITOR Ratio AND Your Sale-To-PROSPECT Ratio, you will be able to see the spread more clearly as you broaden your Marketing base.

In so far as Your Site is concerned, you will want Your Site to turn EVERY Visitor into a Prospect. If the Visitor is unimpressed with Your Site, and exits, not only will you have a low Prospect-To-Visitor Ratio, but you will also have a low Sale-To-Prospect Ratio.

Once you have established a Base Line for Your Prospect-To-Visitor Ratio, and Your Sale-To-Prospect Ratio, Then you have a foundation upon which to make and test your adjustments.

SALES:

We are starting out with the premise that Your Sale-To-Prospect Ratio is 1/45. In fact, the Ratio that you start out with will depend on many factors as we discussed earlier: Your Headline, Your Sub-Headline, Your Information line, the Presentation of Your Site, Your First Paragraph, etc.

Whatever Ratio you start out at, you should Definitely Improve it over time. Sometimes just the changing of any one of the 10 Variables mentioned above can have a DRAMATIC effect on your Sales Ratio.

It doesn’t matter HOW MANY Visitors you drive to Your Site if Your Site doesn’t ever CLOSE THE SALE.!! If you are having trouble with the performance of Your Site, you might want to consider having someone such as me review Your Copy for you. For the money that you will spend to have a Professional Write or Critique Your Sales Copy, Review Your Ads and Autoresponders, and Adjust the Mechanics of the Sales process, you may end up with a SUBSTANTIAL INCREASE in the Sale-To-Prospect Ratio.

Often, this is not only the difference between generating Your Desired Profit as opposed to a WEAK Profit, but a STRONG SALES SITE will develop Affiliates, and a Weak Sales Site will LOSE Affiliates.

The Sales-To-Prospect Ratio is a CRITICAL ELEMENT for BOTH YOUR PROFIT and THE FUTURE OF YOUR BUSINESS as well.

PROFIT:

In our Business Plan, we have an anticipated Profit Margin of $98 per Sale. If you DOUBLE this amount, you only have to make HALF as many Sales to generate the same amount of Profit.

Conversely, if you HALF this amount, you have to DOUBLE your Sales in order to generate the same amount of Profit.

A CRITICAL ELEMENT that we touched on before is MERCHANDISING. Here’s an example of how Merchandising can be the difference between Success and Failure in Business.

There was a Business that sold Toupees. No matter how they Advertised, the Cost Per Sale for the Advertisement was Too High to make a Net Profit after All Expenses. Because of Competition, there was a limit as to how much the Business could charge.

One day the owner came up with a brainstorm. “From today forward,” he said, “Nobody can buy a toupee from us any more. They have to buy a set of two.”

He then launched a campaign Selling the Benefits of having 2 Toupees: How if one is damaged, needs to be cleaned, for that special occasion, etc. etc. you’ll always look and feel your best.

The result? The Advertising Cost, known as the Lead Cost, per Sale was cut in half, Business actually picked up because the “Set of 2” really caught on, and the Business went on to be Very Successful.

So, when you are determining what to Sell, keep in mind that if it is an Item with a $98 or more Profit per Sale, you have to hit the numbers as outlined in the Business Plan. But if you are considering selling an item that is less than $98 in Profit, consider using some MERCHANDISING TECHNIQUES to create a SET, A GROUPING, A COMBINATION, etc. that will give you a $98 or greater Profit per Sale.

On the other hand, depending on the item and the competition, perhaps it is an Offer that with a Lower Price will sell Sizably More Units. This involves knowledge of Your Business and Testing. But you should at least understand how the Concept of MERCHANDISING could be helpful to you.

ADVERTISING EXPENSE:

As we discussed, there are MANY, Pay-Per-Click engines, MANY Lists available for purchase, and MANY services that guarantee to bring Traffic to Your Site.

When you develop your Advertising Budget, as we did in the Business Plan, make SURE to ALWAYS spend the money on Advertising. Remember, as the saying goes: “Running a Business without Advertising is like winking at a girl in the dark – YOU know what you’re doing, but NOBODY ELSE DOES.” As long as the Advertising is bringing you Sales and Building Your Opt-In list, and costing you 10%-20% of the Gross Profit, don’t stop Advertising because Business seems to be good. It is MUCH EASIER to MAINTAIN BUSINESS than it is to restart it if the fire goes out.

While on the subject of Advertising expense, I should add that we have 5 Cold Marketing Methods in the Marketing Plan, and 5 secondary Methods in this Chapter.

However, some of Your Market may not be on-line at ALL! There are numerous ways of Targeting Markets that are NOT on the Internet. Methods include:

  • FAX ADVERTISING
  • POST CARD ADVERTISING
  • MAILER PIECES

If you go once again to Google and enter any of the above phrases as keywords, you will get a list of companies that Market off-line as well as on-line.

Remember, just because you are now in the World of the Internet doesn’t mean that there isn’t a HUGE WORLD around you that is NOT yet on the Internet. And just as there are folks ON the Internet that can use Your Offer, there are also folks that are NOT on the Internet that can also use Your Offer.

AFFILIATE COMMISSION EXPENSE:

Once more, let’s go over the Two-Tier concept and the Commission Structure.

A Two-Tier program means that you pay 30% to Your Affiliate, who is on the FIRST Tier, and Then Your Affiliate gets to promote Your Affiliate Opportunity to Another Affiliate, who is the SECOND Tier.

The First-Tier Affiliate gets 30% on Sales that they generate. They also get 10% on All Sales generated by the Affiliate that they brought in on the Second Tier. The Second Tier Affiliate gets 30% for bringing Traffic to you that resulted in a Sale. The addition of the 30% Plus the 10% when the two Tiers are involved, equals a 40% Total Commission.

Since Affiliate Commission is only paid on AFFILIATE GENERATED SALES, the 40% Commission is only paid on a PORTION of overall Sales.

If the mixture is 3 Affiliate Sales for every 1 Cold Sale, and the Commission is 40% on those 3 Affiliate Sales, then the Commission is 30% overall, including the Cold Sale for which there is NO Commission.

In the event there isn’t a Second-Tier involved in these Sales, then Your Affiliate Commission is only 30% on the 3 Affiliate Sales, which works out to 22% when you add a Sale on which there is No Affiliate Commission paid.

OVERHEAD AND OPERATING EXPENSES:

There are certain expenses, such as Bank Charges, Hosting Fees, Affiliate Program Fees, and the Corporate Share of the payroll taxes, etc. that are carved in Stone. You can’t operate the Business without these. However, there are other expenses that you may be entitled to write off as a Company Expense, that may save you money on your taxes at the end of the Year.

While you need to hold Your Total Expenses to 50% of the Generated Profit, with instruction from your Accountant, you may be entitled to certain “additional” expenses such as Company Health Insurance for example.

Always keep the Advertising Expense, Affiliate Commissions, and Overhead Expenses to 50% or less of the Gross Profit. THEN if you are advised to charge some expenses to the Business that are NOT essential to the Operation of the Business, but advantageous from a tax perspective, keep track of these Expenses SEPARATELY in QUICKBOOKS. This will insure that you can track your ESSENTIAL EXPENSES to keep them UNDER 50% of the generated GROSS PROFIT.

Let’s have a word about Total Expenses. There is an old saying in Business:

Axiom Seventy-Six BUSINESSES NEVER GO OUT OF BUSINESS ON WHAT COMES IN, BUT RATHER, ON WHAT GOES OUT.

Remember, you are indeed only as strong as Your Weakest Link. If you are Strong in Marketing, Sales, Controlling Your Expenses, Testing, and Operating Your Business Plan SOUNDLY, THEN YOU WILL SEE THE SUCCESS AND GENERATE THE PROFITS THAT YOU DESIRE!

But if you are concentrating on Marketing and Sales, and you are NOT WATCHING your Expenses, OR, if you are watching your Expenses and NOT WATCHING Marketing and Sales, whatever it is that you are NOT WATCHING will be what ends up fouling up Your Business Plan.

FRONT UPSELL:

If you are Selling a Unique Product, and you can offer a Complimentary Unique Product of your own as the Front-End Upsell, that is ABSOLUTELY THE BEST CHOICE.

If you are Selling a Product that is part of a Product Line and you offer a Complimentary Product in that Line as the Upsell, that is ALSO an Excellent Choice.

But there are TWO things that you do NOT want to do: Do not offer a Product that is unrelated to Your Offer, and do not offer a Product that is very cheap or very expensive in comparison with Your Offer. In general, try to find an offer that costs about 25% of your Initial Offer, and definitely do not go over 50% of the cost of Your Initial Order.

BACK-END SALES:

By offering Affiliate Products and Services on the Back-End, you can dramatically Increase Your Site’s Profitability. However, beware of the following:

When you offer an Affiliate Link, you are sending the Prospect or Customer AWAY from Your Site. If the offer you are sending them to is in DIRECT COMPETITION with Your Offer, that’s NOT a good Affiliate Link for you!

There are many products that you can purchase the Resell Rights to. The reason why these products are available is because of all the links in them to offers that make the Author money. Make sure you look CLOSELY at the Products that you carry.

Sometimes, MASTER RIGHTS are available. This gives YOU the right to change the links to Your Link. This is a much safer avenue than having Resell Rights, but the Master Rights are sometimes fairly expensive.

Interestingly, the same applies with Copy for Your Ezine. There are Sites on the Net that are there for the swapping of articles between Ezine Editors. Be careful when doing this because just as Your Link will appear at the bottom of Your Article, the other Ezine Editor’s Link will appear at the bottom of HIS Article. You may not want to promote his Link if he is in Direct Competition with you, because you do not want to direct Traffic AWAY from Your Site.

ESTIMATED TAXES:

Last but certainly not least are the Taxes that you will owe on the Profit that you have generated.

In the U.S.A., there’s Social Security Tax, Unemployment Tax, and Income Tax on a Federal Level, and then there are almost always some kind of State and Local Taxes.

Make sure you check with your local authorities so you are aware of all of the Expenses BEFORE you go into Business, so you don’t Overspend, and find yourself playing catch-up. The whole idea of going into Business for Yourself is to be:

  • In charge of Your Own Schedule,
  • To Operate Your Business with a laptop and an Internet Connection from ANY location, and
  • To be able to make MORE MONEY than you can make in a job where you are building someone else’s dream.

Don’t let Your Dream turn into a Nightmare because you aren’t prepared to pay your Taxes when they come due.

As a part of Your Retirement Plan, you may choose to Sell Your Business at some point. For Business Evaluation, or to Sell Your Business, there are many, many choices. When you are ready, just go to Google and enter the Keyword phrase “Web-Based Business Evaluation” or “Sell my Web-Based Business.”

Whether you are planning on Selling Your Business or not, it is wise to keep track of its worth on an Annual Basis. What if you didn’t know until you were 60 years old that you could have Sold it when you were 50 for $5,000,000?

Successful Businesses often Sell for more than you’d think One Business that I owned generated approximately a $1,000,000 Gross Annual Income. I had an Offer of $7,500,000 for that One Business from a larger company because in that particular field, the multiple to determine the Sales Price was 7.5 times earnings.

Some Businesses are 2 times earnings, while others are 20 times earnings. WELL IN ADVANCE OF SALE, you should be aware of the Valuation of Your Business so you KNOW what it’s worth and you can make decisions as to what to do with Your Business based on FACT!

HOWEVER, NEVER FORGET THIS ONE FACT:

Axiom Number Seventy-Seven: ONCE YOU KNOW HOW TO BE SUCCESSFUL IN BUSINESS, THERE IS NO LIMIT TO YOUR ABILITIES OR TO YOUR INCOME!

Once you have ONE Web Based Business up and running, you now KNOW EXACTLY HOW TO DO IT!  This means that you can start another Web-Based Business at ANY TIME, following the formula that made you Successful.

Let’s say you have 3 Web-Based Businesses, and two are each generating a $100,000 ANNUAL NET PROFIT, while the STRONGEST of the Three is Generating a $250,000 Profit. And let’s say you KNOW that you can get a multiple of 6 for the Business that is generating the $250,000 Profit.

Your choice is to continue to run that Business, Collect Your $250,000 per Year, build it up, and try to Sell it for more down the road. Or, you can take 6 times $250,000 = $1,500,000 for it NOW. Depending on Tax planning and other issues, you may not want to Sell it, but at least you have the option!

Selling the $250,0000 Business would leave you with 2 Businesses generating $100,000 each, and $1,000,000 CASH IN YOUR BANK assuming an All-Cash deal with $500,000 for Taxes. You’d also now have the Money and the Knowledge to start up however many more Web-Based Businesses that you want, to replace the $250,000 Income if that’s your plan.

The POINT of this exercise is to KNOW how much Your Business is Worth, and to proceed with the CONFIDENCE that you now have the KNOWLEDGE to DUPLICATE Your Success over, and over, and over again!

CHAPTER SIXTEEN: YOUR BUSINESS PLAN

Well, are YOU EXCITED YET??

If you are not, CALL THE DOCTOR CAUSE YOU DON’T HAVE A PULSE !!!!!!!

Seriously, let’s think about what’s happening for a second. You are being taken by the hand and shown by a Pro EXACTLY what to do STARTING with YOUR DREAM, CONTINUING with PROTECTING YOUR ASSETS, and ENDING with ESTATE PLANNING!

I FIRMLY BELIEVE that you really are only as strong as your weakest link. Therefore, its CRITICAL that you HAVE NO WEAK LINKS. That’s why I have left NO STONE UNTURNED as we explore everything that goes into being SUCCESSFUL IN BUSINESS. It is of the utmost importance to me that you leave this Course knowing the following:

  • EXACTLY WHAT YOUR DREAM AND YOUR GOALS ARE,
  • EXACTLY WHAT YOU NEED TO DO TO ACHIEVE THEM, and
  • HAVING BOTH THE CONFIDENCE AND THE KNOWLEDGE TO GO AHEAD AND DO IT!

Stop and think of some of the people that you know that financially, have achieved significantly more than you. Now ask yourself this question:

ARE THEY SMARTER THAN YOU?

INTELLIGENCE is NOT the Key Factor. All you need is:

  • SELF-CONFIDENCE,
  • A GOOD IDEA,
  • The KNOWLEDGE to execute Your Plan, and
  • The KNOWLEDGE to protect Your Assets.

We’ve spent 15 Chapters systematically building the Foundation for you to form Your Business Plan.

In PART ONE of this Course, we started with the Traits that you need to have in order to be able to accept the Success that WILL BE YOURS when you Execute a Sound Business Plan.

We went on to discuss Your Dream and Your Goals.

We then determined the COSTS associated with Your Goals

We then developed an Understanding of Business

And we discussed the Concept of Designing a Business Plan

We then proceeded to PART TWO, where we discussed What to Sell and the importance of identifying a Reachable Market for Your Offer.

Then, we went on to Marketing, where we spent TWO Chapters, one on HOW TO MARKET and one on MARKETING TECHNIQUES.

We then spent TWO Chapters on Sales, one on HOW TO SELL and one on SALES COPY and CLOSING TECHNIQUES.

And then we went on to develop Your Site keeping consistent with the Principles of Sales as we had just learned.

Now, in PART THREE; we discussed an Operational Overview of the nuts and bolts of actually running Your Business.

We went on to discuss how to set up Your Business with Legal, Accounting, Asset Protection, Insurance, Retirement, and Estate Planning.

And then we discussed the EXACT TOOLS that are needed in order to effectively achieve the required tasks required for the Marketing, Sales and Operations aspects of Your Business.

You NOW have ALL of the information that you need to have in order to put together a Sound, Successful, Business Plan!

THIS IS INCREDIBLY EXCITING, BECAUSE HAVING A SOUND PLAN TO FORM THE FOUNDATION OF YOUR BUSINESS IS THE HARDEST PART OF BEING IN BUSINESS!

ONCE YOU FIGURE OUT EXACTLY WHAT TO DO AND HOW TO DO IT, ACTUALLY DOING IT IS THE EASY PART OF THE EQUATION!!!

But first, the HARDEST PART lies straight before us.

There are 20 questions that stand between GOING FORWARD and remaining still.

These 20 questions are CRITICAL TO YOUR SUCCESS. They are not easy. However, first we will list them, and then, one by one, we will answer them. When we are done, YOU WILL HAVE A SOLID BUSINESS PLAN!

HOWEVER, IN ORDER TO KNOW EXACTLY WHAT YOU NEED TO DO, AND IN ORDER TO TRACK THE EFFECTS OF CHANGE IN CRITICAL AREAS OF YOUR BUSINESS, WE NEED TO HAVE SOMETHING THAT I HAVE NEVER BEFORE SEEN OFFERED IN ANY COURSE ON BUILDING AN INTERNET BUSINESS.

A WORKING BUSINESS MODEL:

A WORKING BUSINESS MODEL IDENTIFIES ALL OF THE VARIABLES OF THE BUSINESS, AND THEN BASED ON THE ASSUMPTIONS, SHOWS YOU WHAT YOU CAN EXPECT YOUR PROFIT TO BE.

 

NOBODY SHOULD EVER GO INTO BUSINESS WITHOUT HAVING A WORKING MODEL.

Let’s start by Identifying the 10 Variables that ALL have an EFFECT on YOUR PROFIT.

I have also included a snapshot of YOUR WORKING MODEL. As Part of this Course, you will have access to a “LIVE” Working Model, which you will be able to use for Many Years to Come to Effectively Manage Your Business (Es)!

Then we will discuss the Questions that relate to Your Business Model.

THIS IS AN INVALUABLE TOOL FOR THE SUCCESS OF YOUR BUSINESS!

IN FACT, THERE ARE THE FOLLOWING VARIABLES:

Visitors – Set at 100 for Cold Marketing and 300 for Affiliate Marketing

Prospects -Set at 90% of Visitors

Sales  – Set at 1/45 Prospects

Profit – Set at $98 Per Sale

Advertising Expense – Set at 10% of the Target Gross Profit

Affiliate Commission – Set at 30% of the Overall Gross Profit

Overhead and Operating Expense-Set at 10% of the Target Gross Profit

Front Upsells – Set at 10% of the Target Gross Profit

Back-End Sales – Set at 25% of Target Gross Profit

Estimated Taxes – Set at 25% of the Gross Profit

Changing ANY of these variables will change the bottom line Profit. At the end of the Chapter, there will be a link to an Excel Spreadsheet that consists of this Actual Business Plan. By changing any of the variables, you will be able to see the effect – positive or negative- on Your Profit. This is an invaluable TOOL and an ABSOLUTE NECESSITY.

As I said, it’s REALLY HARD to believe that I have NEVER ONCE seen this offered before. There’s NO WAY anyone should EVER go into Business without a BUSINESS PLAN that INCLUDES A WORKING MODEL and a method by which they can make adjustments to the variables to see their effect on the Bottom Line of the Business.

SAMPLE WORKING BUSINESS MODEL:

COLD MARKETING CAMPAIGN     AFFILIATE MARKETING CAMPAIGN
       
VISITOR-TO-PROSPECT RATIO VISITOR TO PROSPECT RATIO
100

 

Number of Cold Marketing Visitors 300 Number of Affiliate Marketing Visitors
90% Prospect-To-Visitor Ratio 90% Prospect-To-Visitor Ratio
90 Number of Cold Marketing Prospects 270 Number of Affiliate Marketing Prospects
SALES-TO-PROSPECT RATIO SALES-TO-PROSPECT RATIO  
            90 Number of Cold Marketing Prospects               270 Number of Affiliate Marketing Prospects
45 Sale-To-Prospect Ratio 45 Sale-To-Prospect Ratio
              2 Number of Sales From Cold Marketing                   6 Number of Sales From Affiliate Marketing
COLD GENERATED PROFIT AFFILIATE GENERATED PROFIT
$98 Profit Per Sale $98 Profit Per Sale
              2 Times 2 Sales from Cold Marketing                   6 Times 6 Sales From Affiliates
$196 Total Profit generated from Cold Marketing $588 Total Profit generated from Affiliate Marketing
TOTAL DAILY PROFIT-COLD + AFFILIATE AFFILIATE COMMISSIONS DUE
$196 Total Profit generated from Cold Marketing $588 Total Profit generated from Affiliate Marketing
$588 Total Profit generated from Affiliate Marketing 40% Percentage of Two Tier Affiliate Commission
$784 TOTAL Profit generated from Cold plus Affiliate $235.20 Total Commission to be paid to Affiliates
ADVERTISING EXPENSE ALLOWANCE OVERHEAD EXPENSE ALLOWANCE
$784 TOTAL Profit generated from Cold plus Affiliate $784 TOTAL Profit generated from Cold plus Affiliate
10% Advertising Expense Percent Allowance 10% Overhead and Operating Expense % Allowance
$78.40 Advertising Expense Dollar Allowance $78.40 Overhead and Operating Expense $ Allowance
TOTAL EXPENSE ALLOWANCE EXPENSES / GROSS PROFITS
$784 TOTAL Profit generated from Cold plus Affiliate $392 Total Dollar amount of allowed Expenses
50% Total Expense Allowance $235.20 Less Total Commission to be paid to Affiliates
$392 Total Dollar amount of allowed Expenses $78.40 Less Advertising Expense Dollar Allowance
$78.40 Less Overhead and Oper Expense $ Allowance
                  – Total of Expenses over/under 50% allowed
TOTAL MONTHLY GROSS INCOME
$784 TOTAL Profit Daily from Cold plus Affiliate
            30 Times Number of Days in the Average Month
$23520 TTL MONTHLY New Sales from Cold + Affiliate
TOTAL MONTHLY GROSS PROFIT TOTAL ANNUAL GROSS PROFIT
$23520 TTL MONTHLY New Sales from Cold + Affiliate $11760 TTL MONTHLY PROFIT -Cold + Affiliate New Sls
50% Amount of Total Expenses 12 Times the Number of Months in the Year
$11760 TTL MONTHLY PROFIT -Cold + Affiliate New Sls $141120 TOTAL ANNUAL GROSS GENERATED PROFIT
ESTIMATED TAX LIABILITY ESTIMATED NET INCOME AFTER TAXES
 141120 TOTAL ANNUAL GROSS GENERATED PROFIT $141120 TOTAL ANNUAL GROSS GENERATED PROFIT
25% Estimated Percentage of Tax Liability $35,280 Estimated Dollar Amount of Tax Liability
$35280 Estimated Dollar Amount of Tax Liability $105840 YOUR NET INCOME-New Cold + Affiliate Sales
ESTIMATED UPSELL PROFIT ESTIMATED BACK-END PROFIT
105840 YOUR NET INCOME-New Cold + Affiliate Sales $105840 YOUR NET INCOME-New Cold + Affiliate Sales
10% Estimate for Additional Profit for Front-End Upsell 25% Estimate for Additional Profit from Back-End Sls
$10584 Dollar Amount of Additional Profit from Front-End $26,460 Dollar Amount of Additional Profit from Back-End
TOTAL ESTIMATED NET INCOME
 105840 YOUR NET INCOME-New Cold + Affiliate Sales =  $  142,884 TOTAL ESTIMATED NET INCOME
$10584 Estimated Net Income from Front-End Upsells  $    142,884 BASED ON BASE SET OF VARIABLES
$26460 Estimated Net Income from Back-End Sales  $              – Difference Based on Change of Variable
NOTE: VARIABLE SET AS FOLLOWS: 100/300 for Visitors, 90% for Prospects, 1/45 for Sales, $98 for Profit, 10% Advertising, 30% Affiliate Commissions, 10% Overhead Expenses, 
  10% Front Upsells, 25% Back-End Sales, and 25% Estimated Taxes.

 

As you can see, what you have here is a WORKING MODEL of a SUCCESSFUL BUSINESS.

There are MANY VARIABLES as stated above. If for example, you are Selling an item with only HALF of the $98 Profit, you have to Sell TWICE as many of them in order to achieve the Income stated above.

If on the other hand you are Selling an item with DOUBLE the $98 Profit, you only have to Sell half as many.

Similarly, if you have twice the Sale-To-Prospect Ratio, or half, twice the Visitor-To-Prospect Ratio, or half, more or less Visitors to start with, more or less expenses, or more or less additional income, each of these variables will have an effect on the bottom line Profit of Your Business.

THIS IS WHY IT IS SO CRITICAL TO HAVE A BLUEPRINT TO FOLLOW, AND THEN TEST AND MAKE CONSTANT ADJUSTMENTS SO THAT YOU HAVE A POSITIVE EFFECT ON THE INCOME THAT YOUR BUSINESS PRODUCES

WORKING MODEL ANALYSIS:

INCOME REQUIREMENTS:

How much Gross Profit do YOU NEED TO GENERATE per month?

How much Net Profit do you need to generate per month?

YOUR OFFER:

WHO is Your Target Market and is it sizeable?

What will YOUR OFFER BE?

YOUR NEW SALE PROFITABILITY:

What is the Projected Gross Sales Price per Item?

What is the Gross Profit Amount per Item?

What is the percentage of Profit verses the Gross Sales Price?

YOUR TRAFFIC REQUIREMENTS, AND SALES RATE:

How many Sales do you need to have on average per day?

What is your Projected Sale-To-Prospect Ratio?

How many Prospects do you need to average per day?

What is your Prospect-To-Visitor Ratio?

How many Visitors do you need to average per day?

YOUR ADDITIONAL SALES PROFITABILITY:

What is the Projected Gross Sales Amount from Your Upsells?

What is the Projected Profit from Your Upsells?

What is the Projected Gross Sales Amount from Your Backend Sales?

What is the Projected Profit from Your Backend Sales?

YOUR PROJECTED EXPENSES:

What are your estimated expenses for Advertising?

What are your estimated expenses for all Miscellaneous?

What is your Projected percentage of Sales are from Affiliates?

What is the Projected commission expense from these Sales?

What is Your Start-Up Cost and monthly payment if applicable?

Let’s take these categories one at a time, and answer them together.

INCOME REQUIREMENTS:

How much Gross Profit do YOU NEED TO GENERATE per month?

How much Net Profit do you need to generate per month?

In Part One, we calculated the cost of Your Goals over the next 1 year period, and in so doing, we determined the NET PROFIT, which is the Profit AFTER PAYING TAXES that you need to generate in order to achieve Your Goals.

We also said that we should add 25% to the Net Amount of Profit that you need to generate in order to have the approximate amount of money available for Tax purposes. In our example, we used a Net Profit amount of $100,000 for Year One. We then multiplied the $100,000 by 25%, or .25, and we calculated that 25% of  $100,000 is $25,000.

We then added the $25,000 that we calculated for estimated Tax considerations to the $100,000 Net Profit that we desired to generate in Year One to reach our goals. We determined that $100,000 plus $25,000 means that the amount Gross Profit that we need to generate is $125,000, or roughly $10,000 per month.

Desired           Times 25%          Gross Profit        Divided by 12

Net Profit        Est. Taxes            to Generate        For Monthly Amt.

 

$100,000         $25,000                $125,000            $10,416

At this time, follow this example to create Your Target Amount that YOUR Site MUST GENERATE MONTHLY in order to reach YOUR GOALS. Note: do not round down. You will need every bit of the 25% cushion to cover Tax liabilities, and the 25% amount will need to be increased as the amount of Profit increases.

For example, on a Net Income before Taxes of $1,000,000, you will need to add 50% instead of 25% to cover the tax liabilities. It is best to consult with Your Accountant to make sure that you have put aside enough money to pay all of your Taxes without incurring any penalties and interest.

If you follow the advice in this Course by putting aside 25% of the Gross Profit for Tax liabilities, and 25% for short and long term savings, and you live on 50% of the Gross Profits, you will always be safe. If on the other hand you spend ALL of it, LOOK OUT!

In the example above, where the calculation comes out to $10,416 per month, I’d round it up to $11,000 per month as the MINIMUM GROSS PROFIT AMOUNT to generate in order to be assured of having a NET, SPENDABLE PROFIT of $100,000.

YOUR OFFER:

WHO is Your Target Market and is it sizeable?

What will YOUR OFFER BE?

As we discussed, the SECRET TO SUCCESS is to find a Market in need, and FILL the need. There is an endless amount of Information that so many Markets are starving for. You can create your own Ebook, you can buy the rights to an Ebook, or you can hire someone to write an Ebook.

You can design and build a Product, contract someone to build a product, or buy the rights to Resell a product.

You can offer a Service. You can contract someone to provide a Service, or you can purchase to rights to offer a Service.

The KEY, VERY SIMPLY, is this:

MAKE SURE YOU HAVE A REACHABLE TARGET MARKET IN MIND. ARE YOU CONFIDENT THAT YOU HAVE A SIZEABLE MARKET THAT WOULD WANT YOUR OFFER?

One way of seeing if there is a reachable Market is by going to Google and entering the keyword that best describes the Offer that you are considering. Are there a LOT of Sites catering to what you are considering doing? If so, what will set you apart? What will you do to be able to compete? How and where are your Competitors Advertising and what are they saying?

A MARKET CAN BE COMPRISED OF LESS THAN 1,000,000 PROSPECTS, BUT 1,000,000 PROSPECTS IS THE FUNDAMENTAL RULE.

One Exception is if it’s a Market where there are less than a million prospects, but because of the nature of this particular Market and of Your Offer, a LARGE percentage of the Market would buy Your Offer. A second Exception is if there is a HIGH Profit Margin in Your Offer, so you don’t need to sell a Large Quantity in order to generate the Desired Profit.

Also, make sure to consider the Control that you have over whatever it is that you are offering. If you are offering INFORMATION, an Ebook for example, you are in TOTAL CONTROL OF DELIVERY. If on the other hand, you have arranged with a Supplier to promote his line of Products and have him Drop-ship to Your Customer, you need ASSURANCES that the supplier will ship within a specific time period. Otherwise, you will look bad to Your Customer; you will have complaints, and you will hurt Your Company’s Image.

WITH ALL THAT YOU HAVE LEARNED, BE THOROUGH IN FINDING WHATEVER IT IS THAT YOU WANT TO MARKET. AND MAKE SURE THAT YOU DO HAVE A MARKET FOR YOUR OFFER THAT IS REACHABLE!

YOUR NEW SALE PROFITABILITY:

What is the Projected Gross Sales Price per Item?

What is the Gross Profit Amount per Item?

What is the percentage of Profit verses the Gross Sales Price?

Let’s make sure that we ALWAYS REMEMBER TO UNDERSTAND REASON NUMBER ONE FOR THE VERY EXISTENCE OF YOUR BUSINESS:

TO GENERATE PROFIT!

If Your Prospective Offer is a LOW PROFIT ITEM, then you need to be CERTAIN that you are going to Sell a LOT OF THEM!

Or, that you are using a LOW PROFIT ITEM to develop Traffic, and then to Sell a HIGHER PROFIT ITEM.

Axiom Number Seventy-Two – IT TAKES THE SAME EFFORT TO SELL A HIGHER PRICED ITEM AS IT DOES TO SELL A LOWER PRICED ITEM.

Very simply put, it takes NO MORE EFFORT to Sell a HIGH PROFIT ITEM than it does to Sell a LOW PROFIT ITEM. The Dynamics are the same: Sell Yourself, Sell Your Company, Create the Need, Offer Your Solution, and Close, Close, Close.

Whether it is a $1 item, a $10 item, a $100 item, or a $1000 item, your job will be the same. You will still have to generate QUALIFIED TRAFFIC from a TARGET MARKET, KEEP THEM AT YOUR SITE, and SELL THEM YOUR OFFER. You will still have to execute the very same Marketing Plan, doing Cold Marketing, Referral or Affiliate Marketing, and Repeat Marketing and you will still have to build Your Opt-In list.

For all of the EFFORT that you will be putting into Building Your Own Business, DON’T DO IT FOR PENNIES! DON’T SET YOUR SITES LOW. DON’T MAKE THE MISTAKE OF THINKING THAT LOW IS EASIER, OR BETTER. IN FACT, LOWER PRICES MIGHT MAKE YOUR PROSPECT SUSPICIOUS.

If you have an item that you want to Sell but its not an overly expensive item, BUNDLE IT with two other items, making it a SET OF THREE. So instead of one item being $34.99, NOW:

“It’s a THREE PIECE SET – INCLUDING A, B, and C – A $199 VALUE – YOURS FOR ONLY $98- A FULL 50% OFF – ONLY WHILE SUPPLIES LAST! HURRY – ORDER YOUR SET TODAY!”

Don’t put in all of the Effort, Energy and Commitment for something that isn’t going to generate a decent Profit. If your Goal is not $100,000 per year MINIMUM TO START, you are setting it TOO LOW!

Okay, so now we are up to determining the Gross Sales Price of the item, the Profit, and the percentage of Profit verses Gross Sales Price.

MAKE SURE THAT YOU KNOW YOUR NUMBERS BEFORE YOU BEGIN!

A FLAWED PLAN WILL MEAN DISASTER!

If you are buying a product at a Wholesale Cost and reselling the Product, you MUST be able to mark it up 3 times. In other words, if you are buying a widget for $49 YOUR COST, you must be able to Sell it for 3 times your cost. $49 times 3 = $147.

If an Ebook Set Sells for $98, you will need 2714 Sales for the Year to Gross $266,000, and at 50% Total Expenses, have $133,000 Net Profit before Taxes, an Estimated $33,000 in Taxes, and a $100,000 NET PROFIT TO SPEND!

Likewise, if you have a product that Sells for $147, with a $49 cost and a $98 profit, you will need to make exactly the same number of Sales, 2,714, to Gross $398,958. After deducting the Cost of Goods, the numbers work out EXACTLY THE SAME as in the example above because the PROFIT PER ITEM, $98, is the same in both cases.

So, in BOTH CASES, you will have to Market to attract enough Visitors to Your Site, have enough Prospects from Your Visitor Count, and enough Sales per Prospect, to close 7.4 Sales per day for 365 days, which is 2,714 Sales.

THERE ARE MANY WAYS OF ACHIEVING YOUR GOAL. AS LONG AS YOU CLEARLY UNDERSTAND THE NUMBERS HERE AND THE EFFECT THEY HAVE, YOU WILL SET UP YOUR BUSINESS PROPERLY AND BE ON A SOLID FOUNDATION AS YOU MOVE FORWARD!

OBVIOUSLY, THE MORE MONEY YOU MAKE PER SALE, THE LESS SALES YOU WILL HAVE TO MAKE TO ACHIEVE YOUR GOAL. CONVERSELY, THE LOWER YOUR PROFIT MARGIN, THE MORE SALES YOU WILL NEED TO MAKE TO ACHIEVE YOUR GOAL.

YOUR TRAFFIC REQUIREMENTS, AND SALES RATE:

How many Sales do you need to have on average per day?

What is your Projected Sale-To-Prospect Ratio?

How many Prospects do you need to average per day?

What is your Prospect-To-Visitor Ratio?

How many Visitors do you need to average per day?

In the Prior Section, we calculated that in order to generate GROSS SALES that will result in a NET PROFIT of $100,000 for the Year, based on the following:

  • A $98 Profit Per Sale,
  • A 50% Total Expenses Allowance, and
  • An additional 25% added on for Estimated Taxes,

You need to generate 7.4 Sales per day.

Now we need to figure out how we are going to do this.

Let’s say that through Cold Marketing, you generate 100 Visitors per day, of which 90% are Prospects. This means we have 90 Prospects per day. Now let’s say that we are estimating our starting Close Rate to be 1/45. This means that you will generate 2 Sales per day.

Since you needed 7.4 Sales per day, 90 Prospects is not sufficient at a Sale-To-Prospect Rate of 1/45.

To have 7.4 Sales, you’ll need 334 Prospects. Based on a 90% Prospect-To-Visitor Ratio, you’ll need 372 Visitors.

However, what happens if your Prospect-To-Visitor Ratio is 80% instead of 90% and your Sale-To-Prospect Ratio is 1/75 instead of 1/45?

If this is the case, you’ll need to compute the following:

7.4 times 75 = 555. This means that at 1 Sale per 75 Prospects, you’ll need 555 Prospects to generate 7.4 Sales.

555 Prospects times 80% = 693. This means that if the Prospect-To-Visitor Ratio is 80%, it will take 693 Visitors to generate 555 Prospects, which at a Sale-To-Prospect Ratio of 1/75, will generate 7.4 Sales.

As you can see, the adjustment in the TWO KEY FORMULAS –

THE PROSPECT-TO-VISITOR RATIO, and

THE SALE-TO-PROSPECT RATIO,

Play a CRITICAL ROLE IN THE DEVELOPMENT OF YOUR BUSINESS PLAN.

It is ALWAYS best to be CONSERVATIVE.

If you calculate a WORST CASE SCENARIO of a 75% Prospect-To-Visitor Ratio, and a 1/100 Sale-To-Prospect Ratio, and then you design Your Marketing Plan to Achieve the Number of Sales that you need based on these CONSERVATIVE NUMBERS, THEN you are starting out on a SOLID FOUNDATION.

In this case, 7.4 Sales at 1/100 Sales-To-Prospect Ratio means 740 Prospects, and at a 75% Prospect-To Visitor Ratio equals 986 Visitors per day.

As you can see, conservatively you will need 986 Visitors per day, and aggressively you will need 372 Visitors per day, in order to achieve 7.4 Sales per day, which is 2,714 per Year, which generates enough Gross Profit such that the Net Profit is $100,000.

Now, imagine generating 986 Visitors per day, and improving over time on your Prospect-To-Visitor Ratio, from 75% to 90%, and on your Sale-To-Prospect Ratio, from 1/100 to 1/45.

Now you are back to the original example ratios, but with 986 Visitors, instead of 7.4 Sales per Day, you are now generating:

986 Visitors times 90% = 888 Prospects

888 Prospects divided by 45 = 19.7 Sales per day

In THIS example, 986 Visitors at a 90% Prospect-To-Visitor Ratio and a 1/45 Sale-To-Prospect Ratio will generate 19.7 Sales per day.

Let’s take a look at the effect on the Profit that generating 19.7 Sales per day will yield:

19.7 Sales per day times 365 days in a Year = 7,202 Sales.

7,202 Sales instead of 2,714 Sales = 2.65 times MORE SALES for the Year.

This means that instead of generating a Net Income of $100,000, you would generate a Net Income of:

$100,000 times 2.65 = $265,000 ANNUAL NET INCOME!!!!!

Actually, your Profit will be Considerably Higher than $265,000 because as Your Sales-To-Prospect Ratio becomes more efficient, the percentage of expenses in Relation to the Gross Sales Volume decreases.

This has the effect of increasing the percentage of Profit. In real numbers, if your expenses for the Year are $133,000, and your Gross Sales are $266,000, then the percentage of Expenses to Sales is 50%.

But if, because your Sale-To-Prospect Ratio is more efficient, you have 2.65 more Sales, so that your Gross Sales are $699,000, AND YOU MAINTAIN $133,000 in Expenses, then the percentage of Expenses is only 19%, instead of 50%. This means that the percentage of Profit is AN INCREDIBLE 81%!!

So, based on a Profit Per Sale of $98, having $133,000 of Total Expenses, and generating $699,000 of Gross Sales Volume, Your Gross Profit would be:

$699,000 Gross Profit Volume minus $133,000 Total Expenses =

$566,000 BEFORE TAX PROFIT!

 ASSUMING A 30% TAX LIABILITY, YOU WILL HAVE A  $400,000 NET INCOME!

AS YOU CAN SEE, THE POTENTIAL FOR A STRONG INCOME IS DEFINITELY HERE IN AN INTERNET BUSINESS. THE KEY IS TO HAVE A SOUND BUSINESS PLAN, AND TO THEN EXECUTE YOUR PLAN, MAKING ADJUSTMENTS AS YOU GO TO GET IT

TO BE THE BEST IT CAN BE.

YOUR ADDITIONAL SALES PROFITABILITY:

What are the Projected Gross Sales from Your Front-end Upsells?

What is the Projected Profit from Your Front-end Upsells?

What are the Projected Gross Sales from Your Backend Sales/Upsell?

What is the Projected Profit from Your Backend Sales/Upsell?

FRONT-END UPSELL:

Up until now, we have not included the PROFIT in the Front-end Upsell into our Projection. When the Prospect decides to accept Your Offer and enters their Credit Card information, Before the Sale is completed, they are presented with a “SPECIAL OFFER” to purchase an Additional Product or Service RIGHT THEN AND THERE while their Credit Card is out. This is the Front-end Upsell. It Increases the Amount of NEW SALES GENERATED and it Increases the Average PROFIT PER SALE.

As you can see from the Prior Section, we ONLY calculated how many NEW SALES we need at a PROJECTED PROFIT of $98 each to Generate a $100,000 NET SPENDABLE INCOME. We did NOT INCLUDE a Projection of any Front-End Upsells into the Calculation!

However, you COULD add a 10% figure to represent the percentage of time that a New Customer will purchase the Front-end Upsell.

This Additional Income can be added to the Projection. So lets say that you are selling a $48 item with a $16 Cost and a $32 Profit.

Let’s say 10% of the time, a New Customer will buy the Upsell. If there are 2,714 Sales for the Year, and 10% of those Customers result in the purchase of the Upsell, then that means that you can also count 271 additional Sales at $48 into the amount of Gross Sales generated.

$48 times 271 Sales = $13,008 in additional income, of which 1/3, or $4,336 is additional cost, and $8,672 is Additional Profit.

Now let’s look at what happens if 20% of the New Customers buy the Upsell.

20% of 2,714 Sales = 542 Sales

$48 times 542 Sales = $26,054 in additional income, of which 1/3, or $8,684 is additional cost, and $17,369 is Additional Profit.

Testing the Upsell is Critical. You may be able to get the Upsell to be purchased as often as 50% of the time, if it is a STRONG, RELATED OFFER and a TRULY GOOD DEAL.

A 50% Sale Rate on the Front Upsell will generate OVER $40,000 IN ADDITIONAL PROFIT!

BACK-END SALES:

After the NEW Purchase is completed, the Site takes the Prospect to the Shopping Cart Section. This is known as part of Your Back-end Sales.

When Your Customer makes a purchase on the Back-end, and they re-enter their Credit Card information, they receive another “SPECIAL OFFER”, which is the Second Upsell. It is the Back-end Upsell.

In addition, the Autoresponders send messages to Your Opt-In List on a Consistent Basis, offering MORE PRODUCTS through Affiliate Programs or Your own Products that they have not yet purchased. The Autoresponders also work on Selling Your Offer to those who gave their First Name and Email Address but who didn’t buy the original offer. This is yet Another facet of your Back-end Sales.

THE PROFITS GENERATED FROM YOUR BACK-END SALES, INCLUDING:

  • THE BACK-END SALES ON YOUR SITE, PLUS
  • THE BACK-END UPSELL, PLUS
  • YOUR REPEAT SALES, WHICH ARE ALSO BACK-END SALES,

CAN AMOUNT TO AS MUCH OR MORE THAN YOUR FRONT-END SALES!

AND YOUR GOAL IS TO GENERATE YOUR DESIRED PROFIT  WITHOUT INCLUDING THE BACK-END SALES OR THE BACK-END UPSELL!

You’re concentrating on building your Front End Sales through a Powerful and Potent Three-Point Marketing Plan:

  • COLD MARKETING
  • REFERRAL OR AFFIILIATE MARKETING and
  • REPEAT MARKETING

You work Avidly and you Succeed in producing the number of Visitors, Prospects and Sales to meet or exceed your Profit Goal.

You are TOTALLY HAPPY WITH YOURSELF!

But there’s this ADDITIONAL REWARD! YOUR BACK-END SALES AND UPSELL MAY HAVE DOUBLED YOUR PROFITS!

NEW BUSINESS is the lifeblood of Your Business. The STRONGER you build your NEW BUSINESS, the more VISITORS you get to Your Site, the more PROSPECTS you have, the more SALES you have, and the STRONGER Your BUSINESS will be.

So you DO NOT WANT to use Your Back-end Sales nor the Back-end Upsell as a crutch to just barely make your Profit Goal.

BUT CAN YOU SEE THE POTENTIAL HERE FOR GENERATING TWICE THE INCOME THAT YOU STARTED OUT PROJECTING?!!

Regarding the Generated Profit on Your Back-end Sales and Back-end Upsell, this varies based on Several Key Factors. Do your Back-end Sales consist of High Profit or High Volume items, or low percentage Affiliates?

It is NOT NECESSARY to carry a TON of AFFILIATE PRODUCTS.

RATHER, CONCENTRATE ON PROFITABLE ONES!

Once the Prospect has purchased from you, you can then feel free to offer related items that may be Higher in Price and that carry a reasonable Commission if Sold through an Affiliate.

Track Your Back-end Sales separately, starting with an estimate of 25% of New Sales. Then make your adjustments in inventory, whether it’s Products, Services or Affiliates, replacing offers that are not generating Profits until you develop a Shopping Cart area filled with HOT SELECTIONS.

Axiom Number Seventy-Three – YOUR GOAL SHOULD BE TO BEAT YOUR DESIRED PROFIT with FRONT-END SALES ONLY, AND THEN TRY TO BEAT YOUR FRONT-END SALES WITH YOUR BACK-END SALES!

By not including your Back-end Sales in with your Front-end Sales, they will not skew your Front-end Sales numbers. This means that the percentage of your overall expenses will be in relation to your Front End Sales, where they should be, since the majority of the expenses are for the purpose of generating Front-End Sales.

In Quickbooks, you will have a place at the bottom of the Financial Statement for “additional Income” and additional Expenses”. This would be the appropriate place to keep track of the Back-end Sales and Expenses.

WHEN YOU PRINT YOUR MONTHLY FINANCIAL STATEMENT, YOU WILL BE ABLE TO SEE EXACTLY HOW BOTH THE FRONT-END AND THE BACK-END ARE PERFORMING IN RELATION TO YOUR GOALS AND MAKE THE APPROPRIATE ADJUSTMENTS.

YOUR PROJECTED EXPENSES:

What are your estimated expenses for Advertising?

What are your estimated expenses for all Miscellaneous?

What is your Projected percentage of Sales are from Affiliates?

What is the Projected commission expense from these Sales?

What is Your Start-Up Cost and monthly payment if applicable?

One of the unknown quantities when you first go into Business is the initial return on the money you spend for Advertising. You can only spend the amount money that you have put aside for this purpose since there is No New Sales Amount from which to calculate a starting Advertising Budget.

You will need to tally how much the Start Up Costs, the Site, the Tools and the Product Costs are, and then calculate how much money you will have left over in order to do your preliminary advertising. DON’T SPEND ALL OF IT RIGHT AWAY!

We will look at the Costs shortly in order to see what it would take at the MINIMUM to get started, and what it would take for a Turn-Key system. You can be Successful both ways. It just depends how much Money you have, how Serious and Committed you are, how much you Believe in Yourself and the Likelihood of Your Success, and how Hard you are willing to Work to get things started.

Let’s estimate the expenses for Advertising at 10% of the gross Sales Volume, 10% for All Other expenses, and 30% for Affiliate Commissions. This means that the percentage of Expenses is 50% of the Gross Sales Volume.

If you are anticipating starting out with 7.4 New Sales per day, based on 100 Visitors, a 90% Prospect-To-Visitor Ratio, and a 1/45 Sale-To-Prospect Ratio, then you are anticipating 222 Sales in Month 1.

If the Profit Per Sale is $98, then 222 Sales time $98 per Sale equals $21,756 in Gross Profit for Month 1.

If 10% is Advertising Cost, then that means that you have a first month Advertising Budget of $21,756 times 10% which equals $2,175.

As Your Affiliate Base increases, Affiliate Sales and the amount of Commissions paid to the Affiliates will also increase. By having a Two-Tier Affiliate Program, where you pay 30% to the First Tier, and 10% to the Second Tier, you are paying a generous 40% in Commissions.

Remember though, that you only pay Affiliate Commissions on Affiliate Sales because there’s NO Affiliate Commissions on your Cold Marketing Sales. If the percentage of Affiliate Sales is 75% of all new Sales, 40% Commission on 75% of the Sales calculates to 30% of the overall TOTAL Gross Sales Amount.

IF THE RATIO OF AFFILIATE TO COLD IS MORE THAN 75% OF THE TOTAL SALES, THEN THE TOTAL PERCENTAGE OF AFFILIATE COMMISSIONS MAY EXCEED 30% OF THE GROSS SALES VOLUME.

IF THIS IS THE CASE, THEN THE AMOUNT THAT YOU ARE OVER THE 30% BY, IS THE AMOUNT THAT YOU NEED TO REDUCE THE ADVERTISING BUDGET BY OR CUT OTHER EXPENSES BY.

Axiom Number Seventy-Four – UNDER NO CONDITIONS SHOULD YOU GO OVER 50% OF THE AMOUNT OF THE PROFIT THAT YOU ARE GENERATING!

BY SETTING YOUR ADVERTISING BUDGET AT 10%, THE TOTAL OF ALL OTHER EXPENSES AT 10%, AND THE OVERALL AFFILIATE COMMISSION AT 30%, THIS TOTALS 50% OF THE GROSS SALES VOLUME.

Let’s take a look at what happens when you generate 100 Visitors per day through your Cold Marketing campaign, and Affiliates generate 300 more Visitors per day.

On YOUR 100 Visitors generated through YOUR Cold Marketing Campaigns, you generated 2 Sales based on 90% Prospects of the 100 Visitors, and 1/45 Sales. Based on 300 Visitors generated by Your Affiliates, they generated 6 Sales.

On YOUR 2 Sales, you generated 2 times $98 Profit  = $196.

On the Affiliates 6 Sales, they generated 6 times $98  = $588.

The TOTAL PROFIT GENERATED is $196 plus $588 = $784

The $588 in Affiliate Sales has commissions of 40%, or $235.20 to be paid out.

In order for the TOTAL of EXPENSES to be 50% OR LESS of the GENERATED PROFITS, $784 in Generated Profit times 50% equals $392.

This means that the TOTAL of ALL EXPENSES, INCLUDING ADVERTISING, INCLUDING AFFILIATE COMMISSION, and INCLUDING ALL OTHER EXPENSES, CANNOT EXCEED $392 IN ORDER TO BE WITHIN THE 50% BUDGET LIMITATION.

We know that $235.20 is the amount of the Commission for the Affiliates for the day. We also know that we have $392 Total for Expense allowance to work with to be within 50% of the Generated Gross Profit for the Day.

$392 for Available Total Expenses, less $235.20 for Affiliate Commissions = $156.80.

If your total Advertising Budget for Month 1 is $2,175, then $2,175 divided by 30 days = $72.50 per day.

This means that the $156.80, the Allowance for Expenses after Affiliate Commissions are paid, minus the $72.50 for Advertising and minus another $72.50 for a 10% allowance for All Other Expenses means that for this day, Total LESS than 50% of the gross volume.

It stands to reason that when SALES EXCEED the target figure of 7.4, as in this case, where you had 8 Sales for the day, that you will be UNDER the 10% allowance of the Target Budget.

Conversely, if you have LESS than 7.4 Sales, you will be OVER the 50% allowance for your Total Expenses.

THIS IS WHY IT IS SO CRITICAL TO MAKE SURE THAT YOU KNOW HOW MANY SALES YOU NEED AND HOW MUCH PROFIT PER SALE YOU NEED TO MEET OR EXCEED YOUR DESIRED AMOUNT OF GENERATED PROFIT!

Certainly, you should now be able to see the VALUE of having a WORKING BUSINESS MODEL to serve as the Foundation of Establishing the Variables that AFFECT Your Business and of being able to determine by projecting in advance the effect of the change of a Particular Variable.

YOU NOW HAVE MORE KNOWLEDGE WITH WHICH TO SUCCESSFULLY OPERATE YOUR BUSINESS THAN 90% OF THE BUSINESSMEN IN THE MARKET PLACE TODAY – HOW’S THAT FOR A BOLD STATEMENT!

STARTUP COSTS:

NOW THAT YOU CAN CLEARLY SEE THE POTENTIAL FOR OWNING YOUR OWN INTERNET BUSINESS, LET’S TAKE A LOOK AT THE TOOLS YOU WILL NEED AND THE STARTUP COSTS THAT ARE ASSOCIATED WITH THEM:

One of the most aggravating things that I found on the Internet is that nobody will tell you how much things really cost.

Simply put, going into Business Costs money. Even those who say you can start with NO money know that if you truly start with a Free Site, a Free Host, and only Free Advertising, you have a better chance of being hit by lightning than you do of Building a Successful Business!

One of the things that became apparent to me is that the Principles of Business, and in fact, the Principles of Common Sense, dictate that in order to be Successful, you have to:

  • Prepare to be Successful,
  • Have a Sound Business Plan, and
  • Aggressively Execute that plan.

The fact that this is a Business that is located on the Internet has THREE CRITICAL ADVANTAGES:

  • No monthly rent for a separate Office
  • No costs for employees and
  • You have a WORLD WIDE MARKET to sell Your Offer to!

There’s just no way it is reasonable to think that you can go into Business for nothing and expect incredible results. Keep in mind that there are Over 1 MILLION SITES and almost BILLION WEB PAGES on the Internet today.

And the Internet is in its BABY STAGE!

ONLY A SMALL PERCENTAGE of the People and Businesses in the World are on the Internet today. In fact, reports show that over 80% of all Businesses are NOT YET ON THE INTERNET!

You are about to get in on the GROUND FLOOR of an INCREDIBLE OPPORTUNITY. THE INTERNET WILL MAKE TENS OF THOUSANDS OF MILLIONAIRES OUT OF FOLKS JUST LIKE YOU!

Once you have the knowledge, and once you have the Confidence, there should only be ONE THING STOPPING YOU:

YOUR DECISION TO TAKE ACTION. PERIOD!

ONCE YOU DECIDE TO TAKE ACTION, FINDING THE MONEY TO BUILD YOUR BUSINESS TO PROVIDE YOU WITH THE  DESIRED AMOUNT OF PROFITS THAT YOU NEED TO ACHIEVE YOUR GOALS, SHOULD NOT PREVENT YOU FROM FOLLOWING – AND REACHING – YOUR DREAM!

STARTING YOUR BUSINESS:

This is a Complete List of Everything that you need in order to achieve everything that we have discussed. I have broken this list down into Three Ways to Start out so you can choose the one that fits you the best.

Form Your Corporation  – Per your Team’s advice

Licensing Fees                – To be able to legally Operate Your Business

Office Expenses              – Set up Your Office in an Organized Manner

Site Template                  – Create the Perfect Sales Person for Your Offer

Web Master Services      – To connect AssocTrac, Verisign & E-Merchant

Shopping Cart                 – To be able to Offer Additional Products/Affiliates

Power Submitter             – To Advertise Free in 2000+ Classified Listings

Site Promoter                  – To Submit to all of the Major Search Engines

Web Position Gold          – To Track Your Site’s standing in Search Engines

AssocTrac                       – This is Your Affiliate Program

Link Popularity               – To Build a Contact List for Potential Affiliates

Mailloop                          – The Mail and Autorespond Program

Quickbooks                     – To Create Financials and Cut Affiliate Checks

E-Merchant Solutions     – To Accept Visa, M/C, Discover and Am Ex

Verisign                           – The Secure Gateway to Link E-Merchant To Site

CHOICE ONE: THE LEAST EXPENSIVE FEASIBLE WAY OF GETTING STARTING:

If money is TIGHT, here’s the MINIMUM that you need to get started.

1) You’ve got to have Your Site. You can lease the Site for $299 for the Set-Up fee and $99 per month for as long as you use it, with no increases, upgrades or royalties.

2) Mailloop – You’ve got to have the Autoresponders and follow-up program to assist in the Delivery and follow-up of Your Offer.

3) E-Merchant and Verisign – You’ve got to have these 2 in order to Accept Credit Cards. There is a free service called Paypal but I do not recommend them. However, if you NEED to use them, I’d suggest starting with them, and then UPGRADING AS SOON AS POSSIBLE.

Sometimes Mailloop can be purchased for 4 or 6 payments of around $100 each or so. Since it is not my Product, there’s no way I can guarantee this of Course. I can only hope that it is available for you with these terms when you are ready.

E-Merchant is a $250 fee to Start up and Verisign is about $750 or so for the Secure Gateway.

PayPal is a Service that replaces the need for E-Merchant and Verisign.

It is limited, but it’s FREE. The two drawbacks of Paypal are that a person who is NOT a member of Paypal may have to first sign up with Paypal and then wait a week or more before they can make the purchase, and your money is held by Paypal, so you have to request it. If you use Paypal to get started, transfer your money DAILY.

Otherwise, if Paypal gets a complaint from a Customer, they may FREEZE your funds until they complete their investigation.

So for $299 for Set-up for the Site, Plus your first payment of about $100 for Mailloop, a Business License for maybe $75, and $114 for 6 months for Your Hosting Fees, starting out with Paypal, for about $588 YOU’RE IN BUSINESS!

If you start out with E-Merchant and Verisign instead of Paypal, it’s about $1588 to get started. But you have more control over your funds, you get better reporting, and Your Site will look more substantial.

But you do what you have to do to get started, and then, as you make Money, you can build the rest of Your Business by acquiring the Required Tools.

Keep in mind, that at the beginning, you won’t have the Tools to run the Classified Ads or to Submit to get Top Search Engine Ranking. But you can still generate Traffic to Your Site with Pay-Per-Click Engines, Services that Guarantee Hits for a set price, and Opt-in Lists to send your Offer to.

You’ll have to wait to start Your Affiliate Program until you generate some Profit, but it won’t be long!

You also don’t have a Shopping Cart, but you can still offer a Front-end Upsell and you can offer Affiliate Products and Services through Mailloop on the Back-end.

BUT YOU’RE IN BUSINESS FOR ABOUT $588!!!!

WHERE IN THE WORLD CAN YOU GO INTO BUSINESS WITH THE STRONG POTENTIAL OF MAKING $100,000, $200,000, $300,000, $1,000,0000 OR MORE, FOR $588?

CHOICE TWO: STARTING OUT WITH MORE TOOLS AT YOUR FINGERTIPS:

Let’s add the ADDITIONAL TOOLS that you would NOT BE STARTING OUT WITH in the first START-UP Scenario to help Your Business to get off to a faster and a MORE PROFITABLE start!

Power Submitter allows for the Submission of 2000+ Classified Ads.

Site Promoter and Web Position Gold work together to Submit to the Search Engines and provide feedback to assist you in gaining Top Ranking. If you are not in the Top 20, you’ll get very little Traffic from the Search Engines.

AssocTrac is CRITICAL to Your Business in order to Build Your Affiliate Program. (Note: there’s a monthly Service charge for maintenance and upgrades for this program of about $47 per month. Since this is not my program, I of course cannot guarantee that it will stay at $47. I just hope this program is available for you because it is Excellent.)

And the Shopping Cart and the required Verisign Upgrade to accommodate the Shopping Cart are CRITICAL for you to be able to Sell a VARIETY of ITEMS in Shopping Cart Format.

Power Submitter, Site Promoter, Web Position Gold, AssocTrac, Shopping Cart and the Verisign SSL Certificate will cost about $2500.

So, to Start out, here’s THE ESTIMATE of what it would Cost up to this point:

$   299 – The Site

$   100 – Mailloop per month for 4-6 months or you can buy it outright

$   114 – Six Months Hosting Fees

$     75- Business License

$   250 – E-Merchant Solution Set-up Fee

$   750 – Verisign Gateway Set-up

——

$1,588

$  200 – Power Submitter

$  200 – Site Promoter

$  200 – Web Position Gold

$  100 – AssocTrac per month for 4-6 months or you can buy it outright

$  200 – Link Popularity

$  200 – QuickBooks

$  250 – Shopping Cart

$  750 – Verisign SSL Certificate

$  250 – Web Services to Connect Shopping Cart, AssocTrac and Verisign

——–

$2350

$1588

+2350

——-

$3938 – Projected Cash Outlay plus balance of payments for AssocTrac and Mailloop.

When you install the Shopping Cart Software, your Hosting fee will go from $19.99 to $49.99 per month in order for you to accommodate that program so expect to pay an additional $30 per month for 6 months.

NOTICE I SAID THIS IS AN ESTIMATE! I WILL PROVIDE YOU WITH ALL OF THE NECESSARY LINKS SO YOU CAN DETERMINE CURRENT PRICING, AVAILABILITY, AND TERMS!

If you have Credit Cards, instead of spending all cash, you can use the Credit Cards for a part of it, and then calculate the payment on the Credit Cards into the Monthly Overhead Expense of the Business.

So let’s say that you have $2000 in cash to put into your New Business, and you put $2000 on Credit Cards. Let’s estimate the payment on the $2000 on the Credit Cards is $200 per month. You would set this up as a loan to the Business, and this payment would come out of the Profits to pay off the debt.

The only other Expense from the Tool List left at this point is the Cost of forming Your Corporation. I estimate this Cost at $750, when you are ready.

If you want to have the Web Designer make changes to Your Site Template after it’s up and running, they charge $65 Per Hour.

The Monthly overhead for the Monthly Site Fee, Hosting Fee, and Affiliate Program Fee is $99 + $49 + $47 = $196 per month. Imagine, YOUR ENTIRE MONTHLY OVERHEAD TO OWN YOUR VERY OWN BUSINESS WITH ENORMOUS POTENTIAL FOR $196 A MONTH!

Just two Sales with $98 Profit COVERS YOUR ENTIRE OVERHEAD FOR THE MONTH!

And if You would like for me to Consult on any of the following:

  • Your Business Plan and Site Structure,
  • Your Ad Program – Ads, Affiliate Recruitment, and AutoResponders,
  • Your Sales Copy

To both Review them and make Recommendations, or to write Your Copy so that you have a Turn-Key Site, I will provide you with a link so you can review the Services that are available to You.

CHOICE THREE: THE TURN-KEY OPERATION

Form Your Corporation  – Per your Team’s advice

Licensing Fees                – To be able to legally Operate Your Business

Office Expenses              – Set up Your Office in an Organized Manner

Site Template                  – Create the Perfect Sales Person for Your Offer

Web Master Services      – To connect AssocTrac, Verisign & E-Merchant

Shopping Cart                 – To be able to Offer Additional Products/Affiliates

Power Submitter             – To Advertise Free in 2000+ Classified Listings

Site Promoter                  – To Submit to all of the Major Search Engines

Web Position Gold          – To Track Your Site’s standing in Search Engines

AssocTrac                       – This is Your Affiliate Program

Link Popularity               – To Build a Contact List for Potential Affiliates

Mailloop                          – The Mail and Autorespond Program

Quickbooks                     – To Create Financials and Cut Affiliate Checks

E-Merchant Solutions     – To Accept Visa, M/C, Discover and Am Ex

Verisign                           – The Secure Gateway to Link E-Merchant To Site

In Choice Two, we were at a total of $3938 plus the balance on AssocTrac and Mailoop, which is somewhere around $1000. So we can round off the Costs at this point to $5000.

The we can add $750 for Forming Your Corporation, $240 for the additional $30 per month for 6 months for Hosting Fees, and $510 for 8 hours at $65 for Enhancement to Your Site.

$1,588

+2,350

——-

$3,938 – Projected Cash Outlay

$1,000 – Balance on AssocTrac and Mailloop

——-

$4,938

$5,000 – Rounded $4,938 for Illustrative purposes

$   750 – Cost to Form Your Corporation

$   240 – 6 Months additional Hosting fee of $30 Per Month

$   510 – Custom Web Design for 8 Hours @ $65 Per Hour

——–

$6,500

 

$6,500

$   500 -Miscellaneous Expenses and Supplies

$2,999 – DELUXE Premiere Consulting Package

——–

$9,999 – TOTAL TURN-KEY AMOUNT FOR EVERYTHING!

What I have just shown you are 3 ways to get started in Business.

As low as $588 to get started for a POWERFUL 30 PAGE SALES SITE, MAILLOOP, Your Autorespond Program, 6 Months of Hosting Fees and Your Business License using Paypal, or $1588 using E-Merchant and Verisign.

The Next Level is $3938 to get started, giving you most of the Tools to execute Your Business Plan, and $4938 including paying for AssocTrac and Mailloop in Full instead of in payments.

The TURN-KEY LEVEL allows for All of the Tools that are included in Level Two, Plus EVERYTHING ELSE THAT YOU CAN POSSIBLY NEED TO HAVE A TOTALLY TURN-KEY BUSINESS.

It includes: An allowance to Form Your Corporation, To cover the increase in Hosting Fees, To allow for 8 hours of Custom Web Design to Your Site, To allow $500 for miscellaneous supplies, and to INCLUDE The DELUXE Premiere Consulting Package.

The DELUXE Premiere Package includes the following Services:

  • Review of Your Business Plan and Make Recommendations to Strengthen it
  • Recommend and Oversee Any Structural Changes to Your Site
  • WRITE All of Your Ads, Autoresponders, and Affiliate Letters
  • WRITE All of Your Sales Copy and Rebuttals for Your Site
  • Be available via Email to answer ALL Questions until you go “LIVE”
  • Be available for 90 days After you go Live to assist with Adjustments

In short, for $2,999, you are hiring me as Your Consultant to get Your Business up and running for you.

In the case of the TURN-KEY SOLUTION, You need to supply 3 things:

  • DEFINE YOUR MARKET
  • DEFINE YOUR PRODUCT
  • HAVE $9,999 TO SPEND!

THERE IS NO EASIER WAY THAN THIS TO GO INTO BUSINESS AND BE SUCCESSFUL IN GENERATING MORE PROFITS THAN YOU EVER DREAMED POSSIBLE!!!!!!!!!!!!

In the event that you do not have all of the money that you need:

FIND IT SOMEWHERE WITHOUT TAKING ON A PARTNER!

THIS IS THE BEST OPPORTUNITY TO CHANGE YOUR LIFE THAT YOU WILL EVER HAVE AT THE RIGHT TIME TO TAKE ADVANTAGE OF IT.

CHAPTER FIFTEEN – THE RIGHT TOOLS

FORTUNATELY, those that have truly pioneered the Internet have developed TOOLS so that they can be effective in Marketing their Site.

Remember, we said that NO TRAFFIC = NO SALES.

Getting Traffic to Your Site requires performing certain functions well. Without the right TOOLS, you will not be as effective, or in some cases, totally ineffective, and your results will be disastrous.

Following is a listing of EVERY TOOL THAT YOU NEED TO HAVE. This is not a Sales List or a Wish List. It is THE List of TOOLS that you’ve got to have in order to get the job done.

Imagine a Carpenter NOT having a hammer, a saw, a measuring tape, nails, screws, etc. etc. etc. etc. Yes, he could still be a Carpenter, but I sure wouldn’t want him building MY Custom Cabinets!!! J

It’s the same thing with these TOOLS. YOU NEED THEM.

I will explain what each TOOL does, what part of the Marketing Plan or Business Plan it affects, and why you need to have it.

 

TOOLS OF NECESSITY

 

At the end of this Chapter, there will be a listing of the links to click on to find out more information about All of the Tools required in order for you to be able to MAXIMIZE THE AMOUNT OF PROFIT THAT YOU GENERATE.

These include Tools to assist you in every area, including Your Site, Your Marketing Plan and The Operation of Your Business, so that you can run Your Business most efficiently

YOUR SITE

Part One: THE STRUCTURE OF THE SITE

First, let’s start with Your Site.  Your Site is Your Sales Person. A Weak Sales Site, either in terms of Structure or Verbiage, means a low Sale-To-Prospect Ratio. You now know EXACTLY what the Site needs to do in order to Maximize Your Sale-To-Prospect Ratio.

  • You can create your own template if you know how to write code, or if you are willing to learn how to program.
  • You can look for a template, which you can then modify for Structure and then write Your Verbiage.
  • You can have the EXACT TEMPLATE that is laid out in detail in Chapter Twelve – YOUR SITE.

Since it cost me THOUSANDS OF DOLLARS to create the Site, it will undoubtedly cost the same for you to produce a 30, 40 or 50-page Site from Scratch as well. So after the Web Designer created my Site, they then created a TEMPLATE of the Site that could be used as the Foundation for ANY SALES SITE. The advantage, of course, is that it is already set up to be consistent with everything that we discussed. The STRUCTURE will serve as the foundation of Your Site and is available to you for WAY, WAY LESS than it will cost you to reproduce them.

So whether you are going to build Your Own Sales Site, a Shopping Site, or an Entry Site, you should take a look at the Templates that are available to you and then decide if you want to start with them or create or design one on your own.

Part Two: THE VERBIAGE OF YOUR SITE

 

As we discussed, there are TWO CRITICAL ELEMENTS to Your Site:

STRUCTURE, and VERBIAGE.

You now know EXACTLY what you need to do to write the Verbiage for Your Site.

  • You can write the copy on your own, and then test your copy one element at a time as we discussed in the TEST Section
  • You can write your copy, and then have me review your copy so you have first-hand input from me as to how to make your copy stronger to start with, if you feel you need the assistance
  • You can have someone with experience write the copy for you.

I do make myself available for those who need assistance. I am not sure how much longer I will be able to make myself available due to time restraints, because I do not allow anyone but me personally to write the copy for The Sites, the Ads, the Affiliates, and the Autoresponders. If I take on a project to provide you with a Turn-Key Site, then you get a Turn-Key Site where all the copy has been written directly by me.

YOUR MARKETING PLAN:

 

Let’s take the Marketing Plan one step at a time, and be certain that you have the Tools you need in order to accomplish all of the tasks at hand:

COLD MARKETING:

  • Utilize Pay-Per-Click Engines via Google search

There are no tools required in order to do a search, locate the pay-per-click engines, and set up your advertising with them

  • Utilize Rented Opt-In Lists via Google search

There are no tools required in order to do a search and locate lists that you would like to send a message to. Providing that the company that is offering the list also sends out the message, no program is required for you to be able to do the mailing.

  • Utilize Services that guarantee a certain number of hits from a TARGET MARKET LIST via Google search

There are no tools required in order to do a search, locate the companies that offer this type of service, and arrange with them to bring Traffic to Your Site.

  • List Your ad in 2000+ Free Classified Ad locations via program in TOOLS Chapter of Part Three

This task requires a program in order to achieve it. There is simply no possible way for you to spend all of your waking hours manually placing 2000 ads, nor would you want to! The Tool that you need to accomplish this task is called POWER SUBMITTER,

POWER SUBMITTER will do the following for you:

      It will place the ads for you in the click of your mouse,

      It will track the productivity of your ads so you know which ones to  

      cancel and which ones work, and

      It will let you know when to re-list the ads so they are always pulling

      Traffic for you.

At the end of the Chapter, all of the Tools will be listed along with the links that you need in order to find them.

  • Do everything in Your Power to obtain TOP PLACEMENT in Search Engine Ranking

There’s no feasible way to accomplish this task manually, and it is way too expensive to hire a Consulting firm to do this for you. In addition, you give up all control to the process, leaving it up to someone whose schedule you cannot control.

There are TWO Programs that you need in order to ACCOMPLISH AND MAINTAIN Your Search Engine Rankings. The Tools that you need to accomplish these tasks are SITE PROMOTER and WEB POSITION GOLD.

The combination of these two programs is invaluable. Each Search Engine requires information in its own format. If you just have someone submit to all Search Engines for $9.99, you will regret it!

SITE PROMOTER knows how to submit the information to each Search Engine to gain a Maximum Ranking. It is an invaluable Tool.

Once you have submitted Your Site Information to the Search Engines, you need to track your ranking and occasionally make adjustments to improve upon your ranking.

WEB POSITION GOLD is designed to do exactly that. It will not only track your position in all Search Engines and provide you with a report as to where you stand, it will also tell you where to add keywords to specific web pages in order to improve your position!

Since increased positioning in the Search Engines increases Traffic, and since the Visitors from the free Search Engines are free to you, these two programs are a MUST in order to accomplish and maintain high ranking.

So there you have it.

  • POWER SUBMITTER,
  • SITE PROMOTER, and
  • WEB POSITION GOLD

Are the Three Tools that you need in order to accomplish your COLD MARKETING PLAN. Thank goodness someone came up with these 3 programs because it would be impossible to accomplish these tasks without them!

REFERRAL MARKETING:

In order to build an army of Affiliates, which you MUST HAVE in order to be able to MAXIMIZE YOUR PROFITS, you MUST HAVE YOUR OWN AFFILIATE PROGRAM. There are a lot of them out there, and in fact there are even companies that will run your Affiliate Program for you. Building your Affiliate program this way, however, is VERY, VERY Expensive.

There’s only one way to develop your own Affiliate Program, and that’s with a Tool called ASSOCTRAC. It was designed specifically to track every Affiliate. It has way to many features to list here, but it is ABSOLUTELY the BEST ONE OUT THERE! And not only that, it is WAY LESS EXPENSIVE than some of them out there that are not even in the same league.

In order to build your Affiliate Program, you are going to need to be able to find a listing of all of the Sites that you will want to contact to Sell them on linking to Your Site. There are Two Programs that you need to accomplish this task.

The first one to start with is called LINK POPULARITY, and it works in conjunction with MAILLOOP.

LINK POPULARITY is designed to extract the appropriate information from other Sites that you will want to link with so that a personalized list can be built. LINK POPULARITY also provides good example letters of exactly what to say to your Prospective Affiliates.

MAILLOOP is the program that then takes the list and does the actual mailing to Your Potential Affiliates. This program will be useful in other areas as well, as will be explained shortly.

There are two other programs that may be more aggressive with regards to building even a bigger list of Potential Affiliates. I suggest, however, that you start with LINK POPULARITY AND MAILLOOP because they work together and they will definitely move your effort in the right direction.

Once you do start becoming established, the two other programs for you to consider are SUPERSONIC and SPYDER. Both capture information and both can be Valuable Tools in helping you to expand Your Affiliate base, which will increase your Traffic and your income!

So there you have it.

  • ASSOCTRAC,
  • LINK POPULARITY, and
  • MAILLOOP

Are the Three Tools that you need in order to accomplish your REFERRAL MARKETING PLAN. And once again thanks to those who came up with these 3 programs because it would be impossible to accomplish these tasks without them as well!

REPEAT MARKETING:

GREAT NEWS HERE! In order to utilize Autorespond messaging, which is absolutely essential for the following:

  • Automating your business so that you can concentrate on PROMOTING Your Business and ENJOYING Your Life,
  • Reselling Your Prospects based on Survey Responses, and
  • Selling Your Customer New Products as you join Affiliate Programs,

The ONE program that you MUST HAVE to accomplish this task –

YOU’LL ALREADY OWN!

That’s right. When you purchase MAILLOOP so you can build Your Affiliate base, you Also have MAILLOOP to do ALL of your Repeat Marketing. There are Services available on the Internet that charge a monthly fee to do the Autorespond Service for you. You absolutely don’t need to spend the money for a Service. By having MAILLOOP, you are in complete control, and you have no monthly fee. Just the cost of the program one time, and that’s it. DEFINITELY the way to go!

As a side note, MAILLOOP is also the Tool you need to produce Your Newsletter, Bulletin, Report, etc.

OPERATIONS:

Okay, so you have a template for a Sales Site and the Six programs above to execute Your Marketing Plan.

WHAT ELSE DO YOU NEED?

There are 3 more Tools that you MUST HAVE in order to be able to operate Your Business.

E-MERCHANT SOLUTIONS AND VERISIGN

This is the combination that allows you to accept Master Card, Visa, Discover and American Express on Your Site. If you cannot accept Credit Cards, do not go forward with a Site. Providing an easy and Secure way to pay is CRITICAL to the Success of Your Site.

E-MERCHANT SOLUTIONS is the BANKING PORTION. They are the ones that deal with the Approval of the credit cards, and of You as an Approved Vendor.

VERISIGN is what is called the Gateway. The bank is not in the computer Business, so they require a company to provide a SECURE WAY for the Customer to enter Credit Card information with Confidence. VERISIGN is perhaps THE MOST RESPECTED Secure Gateway Company on the Internet today.

QUICKBOOKS is the Accounting Program that you will need in order to write checks, prepare Financial Statements, Budget Reports, etc. The reason why QUICKBOOKS is CRITICAL is because it works in conjunction with your Affiliate Program.

When you have 100 Affiliate checks to write once a month, you will be VERY GLAD that ASSOCTRAC and QUICKBOOKS work TOGETHER!

ASSOCTRAC will compile a list of all of the Affiliates that are due to receive Commission Checks, along with their Name, Address and report information. QUICKBOOKS then takes this list and prints the checks AND the envelope labels too! So while there are a lot of Accounting Programs out there, QUICKBOOKS is inexpensive and ABSOLUTELY ESSENTIAL!

And that’s IT! A Template and nine Programs, and You’re in Business!

 

ADDITIONAL TOOLS FOR FUTURE CONSIDERATION:

SUPERSONIC – Similar to LINK POPULARITY, but more potent, SUPERSONIC will open the door to even more potential Affiliates.

SPYDER – Similar to LINK POPULARITY, but more potent, SPYDER will open the door to even more potential Affiliates as well.

Since it is SO CRITICAL to build Your Affiliate Base to be AS BIG AS IT CAN POSSIBLY BE, you should review BOTH of these programs, SUPERSONIC AND SPYDER, down the road to help your Affiliate recruiting effort.

EBOOK EDIT – If you are writing an Ebook of your own, this program will make it look professional and up to date. As with MOST E-Book editors, however, they are NOT MAC Compatible. You’ll either need to use Adobe for the MAC users, or not offer an E-Book to approximately 5% of the Market.

REAL PLAYER – To add audio and/or video to your presentation, this program will assist you with Professional, First Quality results.

HTMLCODEGUARD – This program helps to protect your Site and your E-books from theft.

FREE DOWNLOADS:

WINZIP – This program compresses files so you can receive and send a big file more quickly. This program may make your E-Book easier for Your Customer to download.

EUDORA PRO – This is a highly popular Email program. You will need an Email program to work in conjunction with MAILLOOP, and this is the best one out there for that purpose

INTERNET EXPLORER – This is a very capable program for you to use to browse the web.

TIME & CHAOS – This program is to be used as an organizer.

If you do not have a Word Processor and a Spreadsheet program such as MICROSOFT WORD AND MICROSOFT EXCEL, you will need both of these in order to be able to function as a Business.

And last but not least, DOWNLOAD.com is a Site that has the most downloadable FREE Software on the Internet. So if you are looking for a FREE TOOL, check out DOWNLOAD.com.

DOMAIN NAMES:

In order to get started, you will need to pick a DESCRIPTIVE DOMAIN NAME for Your Site. It is the name of Your Business. You will have the opportunity to for Your Company to be Your-Business.com.

When you have a list of potential names, go to GoDaddy. They specialize in Domain Names and they are reasonably priced. Take a name that ends with .com, as opposed to .net or .org or .us etc. Companies that end with .com are easier for the public to remember, and have been around the longest. I suggest you accept the “unpublished” Option for the few Dollars that they charge for the Year to limit the amount of junk mail that you will otherwise receive. The other choice is to set up an Email Address in Mailloop specifically for junk mail so its manageable. Another feature of Mailloop is that it can handle unlimited Email Addresses.

HOSTING SERVICE:

 

The Host is a CRITICALLY IMPORTANT piece of the puzzle, because it is the HOST that keeps Your Site up and running!

You want to find a HOST that has an excellent track record for no downtime as well as being reputable so they don’t take information that belongs to you. In addition, the HOST needs to report your Statistics to you, and they need to be available 24/7 in case you need assistance with Your Site.

When I went to a Web Design Company to have my Site designed and to subsequently have them create the template for the Sites, I chose an established Web Design Company that was also a HOSTING Service. The reason I did this is because since they programmed the Site, and since they are the HOST, if there is ever a problem with the Site not working properly, I will never have the HOST pointing a finger at the Designer, and vice-versa.

The responsibility for maintaining the Site such that it is up and Operational, and that my reports are available at the click of a button, is met consistently by this company, which I recommend highly.

They are a pleasure to work with. They are available to Customize the template, to link Your Template to Your Affiliate Program, to get Your Autoresponders going, and to connect the Verisign Gateway to the Site.

You will need someone who is qualified to connect the Affiliate Program and to connect the Verisign Gateway and E-Merchant Solutions to Your Site at the very least. Since they designed the Site and are familiar with the process, it would probably be best to have them take care of getting you set up and running.

They have two packages from which to choose to start out with. $19.99 or $49.99 per month, depending on whether or not you have a Shopping Cart as a part of Your Site. If you purchase Resell Rights to multiple Products that you want to display in Shopping Cart format, or if you have a line of Products, you will need SHOPPING CART SOFTWARE, which they have readily available to connect to Your Site as well.

The EASIEST WAY to have a FIRST-CLASS SITE is to purchase the TEMPLATE and have the Design/HOST Company connect the bells and whistles to it and HOST it for you.

CHAPTER FOURTEEN: SETTING UP YOUR BUSINESS

So, let’s assume that you have decided to start:

 

YOUR VERY OWN INTERNET BUSINESS!

 

HOW EXCITING!

 

 

Now, EXACTLY WHAT DO YOU DO?

 

 

Let’s explore everything that you need to do to go into business today!

WHAT ARE YOU GOING TO SELL?

First, based on your knowledge thus far, you need to decide what Information, Product, or Service you will be offering.

First things first! Do you have your own information book or do you plan on creating one?

DO YOU HAVE A TARGET MARKET IN MIND? THIS IS A MUST!

Or perhaps you have a Product or Product line in mind that is unique in nature?

Axiom Number Sixty-Nine DEFINING YOUR TARGET MARKET AND MAKING SURE THEY ARE REACHABLE IS YOUR FIRST AND MOST IMPORTANT DECISION.

 

THERE ARE LITERALLY THOUSANDS OF PRODUCTS AVAILABLE TO BE SOLD ON THE INTERNET TODAY, INCLUDING INFORMATION BOOKS WITH RESELL RIGHTS, PRODUCTS, AND SERVICES, ETC.

THE SINGLE MOST CRITICAL PIECE IS TO DETERMINE WHO YOU ARE GOING TO SELL TO. ONCE YOU’VE ESTABLISHED A REACHABLE TARGET MARKET, AND A PRODUCT THAT THE TARGET MARKET WANTS OR NEEDS, YOU EVERYTHING ELSE WILL FALL INTO PLACE.

One way to find out where folks who will want your product are hanging out on the Internet is to go to Google enter the keyword that identifies your Target Market. Then, review the Top Sites that come up and find out where they advertise. Make sure that you know WHERE you are going to advertise to reach Your Market before you invest time, energy, effort or money putting together a Site and a product!

If you are going to look for an Information Product, for example, that you can buy resell rights to, just go to Google and enter the keyword “resell rights”.

If you are going to set up a Shopping Site based on a number of Affiliates, go to Google and enter the keyword “Affiliate programs”.

THE COMBINATION OF IDENTIFYING A TARGET MARKET AND THEN LOCATING OR CREATING A PRODUCT OR SERVICE TO FILL THAT MARKET IS THE FIRST CRITICAL COMBINATION FOR SUCCESS.

ORGANIZING YOUR BUSINESS:

 

 

It won’t take you long to have a ton of information, some of which you will want to print out so you can sit in your favorite chair and review.

BINDERS:

I have a set of 12 1″ Binders for www.All-About-Business.com that I use to organize my efforts as follows:

AGENDA – This binder is for all of my lists of things to do, notes for enhancements to the Site, etc.

MY SITE – This binder has a printout of the Site as it was in its development stage, along with anything from other Sites that I would like to incorporate into My Site.

TOOLS – This binder contains all of the information for each of the programs that are necessary in order to be able to properly operate the Business.

INVENTORY – This binder contains all of the products for which I have purchased Resell Rights.

SUPPORTING DOCUMENTS – This binder contains all of the information from Sites that have offers that I may be interested in and need to review.

AFFILIATES – This binder contains the information for My Affiliate Program, as well as a printout for all of the Sites whose Affiliate Programs I offer in the Business World Section of My Site.

MARKETING PLAN – This binder contains my plan for exactly what I am doing in the three areas of Marketing: Cold Ads, Affiliate Letters, and Autorespond Messages.

BUSINESS PLAN: This binder contains the blueprint of exactly what I am attempting to achieve, along with the projections of what I am actually achieving and a write up of the adjustments to be made so that the results exceed the projections.

TESTING – This binder tracks every change that is made and the result of that change so I know what I already tested and the results of that test.

FINANCIAL STATEMENTS – This binder contains all of the Financial Information for the company, including bank statements, copies of expenses,  and The Financial Statements, prepared Monthly, as well as the quarterly tax deposit statements.

LEGAL – This binder contains the information for the copyright of the book, as well as the filing all agency paperwork, a copy of the Business license, and all agreements with agencies, vendors, and suppliers.

READING MATERIAL – This binder contains Newsletters and articles that have information of particular interest for quick reference.

One shelf holds the 12 1″ binders that make up the ORGANIZATION behind www.All-About-Business.com. You’ll also need a box of 100 dividers because you will want to separate items within each binder for easy access, a three hole punch, and some way to affix a label to the side of your binders for easy identification.

At the beginning, I put a sheet of lined paper inside as the first page of each binder. As the binders took shape, I made an index for each binder. What I have now is a very organized and efficient system where I can locate just about whatever I need with virtually no hassle whatsoever.

BACK-UP SYSTEMS:

 

Let’s talk about a Back-up System for your computer. If your hard drive dies, and you do not have a Back-up, you WILL be crying! Make sure that your Business Information is Backed-up Daily. This resolves only 1/2 of the problem, however. If the Back-up System sits on top of your computer for example, and there is a fire or a theft, you just lost your Back-up System. However, if daily or weekly you can move a copy of the Back-up to a remote location, then all of your data will remain intact.

There are several ways of doing this. You can download Daily to a Floppy Disk. You can Back-up to a tape if you have this kind of Back-up system and store the tape in a safe deposit box at your bank once a week. You can have a small, fireproof safe in a secure location. Or, you can download your information to a Secure Site to store your information. If this option interests you, go to Google and enter the keyword “data storage.”

One of the beautiful things about an Internet Business is its simplicity in relation to a Conventional Business or a Multi-Level Marketing Business. For my entire Operation, I have 12 binders on the Bookcase, 3 folders on my desktop – SITE, TOOLS, and INVENTORY, and a protected Back-up System. The Site resides on the Internet, and that’s that.

The entirety of the Success of the Business is left up to me to Market it properly, test it relentlessly, and Direct the Business as I choose.

There are those that make no money in an Internet Business. They either never read this Course, or never followed what they were taught. If you do, it’s NOT possible to not make money! It IS possible to not make enough money with any one Site to reach Your Goals, depending on how lofty Your Goals are. But one of the beauties of the Internet is that you can operate Several Sites, which is always wise. This way, in the event of a Market change or anything unforeseen, all of your eggs are not in one basket.

YOUR MARKETING PLAN:

There’s an old saying that goes: “Most people don’t plan to fail – they just fail to plan.”

As you can probably see, I am trying to get across to you to be meticulous in your preparation. You are, after all, going to “Charge across the perilous fields of change and opportunity.” You MUST HAVE A SOUND BATTLE PLAN!

There will be numerous and never-ending Adjustments and Tests as you continually strive to maximize the amount of Profit that you generate. But before you can make an Adjustment, there’s one thing that you MUST HAVE: A STARTING POINT!

In accordance with the Marketing Plan Section and Techniques, you need to know the following:

  • EXACTLY which Pay-per-click engines you are going to start out advertising with.
  • EXACTLY what categories you are going to place your Classified ads in
  • EXACTLY what supplementary services you are going to utilize to Bring traffic to Your Site
  • EXACTLY what your beginning ads are going to say
  • EXACTLY what you are offering to generate AFFILIATE INTEREST to build your ARMY of Promoters
  • EXACTLY what your Autoresponder messages are going to say, and
  • EXACTLY what Products or Services aside from yours are you going to be promoting as a part of other Affiliate Programs.

THERE ARE EXACTLY SEVEN “EXACTLY’s” ABOVE – MAKE

SURE YOU HAVE EXACTLY SEVEN ANSWERS BEFORE YOU

START ACTIVELY MARKETING YOUR SITE!

 

YOUR BUSINESS PLAN:

In addition to Your Marketing Plan, you need to have Your Business Plan Completed Before You Begin so you have your initial Goals in place as to what to expect.

You need to know EXACTLY what you are expecting as you start out in terms of the six Major Components to GENERATE PROFIT:

  • The number of Visitors you expect
  • Your Prospect-To-Visitor Ratio
  • Your Sales-To-Prospect Ratio
  • Your anticipated Advertising Costs
  • Your Gross Dollar Sales Volume
  • Your Gross Generated Profit

THESE SIX COMPONENTS FORM THE FOUNDATION OF YOUR BUSINESS PLAN. IF YOU FEEL THAT YOU ARE GOING TO GENERATE 100 VISITORS PER DAY, OF WHICH 90% ARE PROSPECTS, AND YOU ARE EXPECTING YOUR SITE TO CLOSE 1/45, THEN YOU ARE EXPECTING 2 SALES PER DAY.

IF YOUR GROSS SALES VOLUME IS $200 FOR THE 2 SALES, AND THE COST OF ADVERTISING IS $50, OR 25%, THEN YOU ARE ANTICIPATION $150 IN GENERATED PROFIT FOR THE DAY.

THIS MEANS THAT FOR YOUR FIRST FULL MONTH, YOU ARE EXPECTING TO SEE $150 PER DAY, WHICH EQUALS $4500 IN GENERATED PROFIT FROM FRONT END SALES THAT YOU ARE GENERATING THROUGH COLD MARKETING.

ADD AN ARMY OF AFFILIATES, AND ADD THE REPEAT MARKETING ON THE BACK END, AND TEST AND IMPROVE YOUR ADS AND YOUR SALES SITE’S EFFECTIVENESS, AND THE SKY IS TRULY THE LIMIT !!!!!!!!!!!

 

I hope you are now starting to see the BIG PICTURE of EXACTLY WHAT IT TAKES TO BE SUCCESSFUL – IT IS REALLY NOT THAT HARD ONCE YOU CLEARLY UNDERSTAND EXACTLY WHAT YOU NEED TO DO!

LEGAL CONSIDERATIONS:

Setting up a Business requires some decisions for which an Attorney that works in conjunction with an Accountant should be consulted. It is important that they know each other so if you get conflicting advice, its easier to resolve, and also because its much smoother when they know each other and already have an open line of communication.

If you have an Accountant OR an Attorney, ask him for a recommendation so that you have a TEAM working for you. Remember, it should not be long

before you are GENERATING SUBSTANTIAL PROFITS.

This raises numerous questions as to how your Business should be legally structured. Everything that I am going to suggest is based on my many years of experience as a Businessman. If there is one thing of which I am CERTAIN, it is to Verify your course of action with Your Team because laws change and because I am not an attorney to be CERTAIN that you are taking the BEST Course of Action.

You’ll want to distance yourself from liability, and one of the ways of doing that is to form a Corporation or a Limited Liability Company (LLC). If it’s a Corporation, you will want to make an “S” election, which means that the Corporation isn’t a Separate Tax-paying entity. Otherwise, in effect, the Profit gets taxed twice. So you will want to talk to Your Team about the benefits and drawbacks of an “S” Corporation verses an LLC.

Attorneys generally charge anywhere from $500 to $1500 to Incorporate. You can do one of three things: Pay their fee and have them do it, go to Google and enter the Keyword “form a corporation” and create the Corporation or LLC yourself, or start off with a Sole Proprietorship, and Incorporate once you have the money. It is MUCH CLEANER, however, to START OUT being Incorporated. If you do not start out as a Corporation or an LLC, at some point, if you do change, you will need to:

  • Change Your Checks to the Corporation name,
  • Change Your Business Cards to the Corporation name,
  • Notify all of the Affiliate programs that you participate in that your checks now need to come in the name of the Corporation, and
  • Notify Vendors and Suppliers for Product or Advertising to change billing to the name of the Corporation

Corporate records need to be kept current, and certain reports need to be filed on a timely basis. Find out upfront what needs to be done, and put them in Your Scheduler so that you keep up on this. Otherwise, you will get hit with late fees and unnecessary grief.

For paying taxes, you may very well find that you’d rather have a separate bank account and have a Payroll Service handle the payroll. This way, for a small fee:

 

  • The proper taxes are withheld,
  • The proper income reporting is done,
  • The proper paperwork is filed in a timely manner by experts, and
  • You can concentrate on MAXIMIZING YOUR PROFITS instead of figuring out which form to file when. For a list of payroll services, go to Google and enter the keyword “payroll service”.

Once you have set up your Corporation and your Payroll Service, you will then need to get a Business License to conduct Business in your locality. Since localities make their own rules, you need to call Your Business License department and find out what licenses are required. The first time you call, you may want to ask anonymous questions such as:

I am thinking of working out of my home. What is the difference with regards to licensing requirements if I work out of my home verses maintaining a Business Address? Businesses like Post-Net and Mailbox Etc. allow you to hang your license at their address, rent a mailbox, and use their address as your Business address.

This means your Home address doesn’t need to ever be given out as a Business address. You’ll need to check with the Phone Company to see about listing your phone number and fax line under the Business Name so you can deduct it as a Business expense if the Business address is NOT the Home address.

While we are talking about phone lines, if you have cable modem access to the Internet, make sure to have that bill changed to be billed to Your Corporation as well. In fact, ALL BUSINESS EXPENSES should, of course, be billed Directly to the Business. If a high-speed Internet Connection Service, such as Cable Modem, is available in your area, you’ll be MUCH HAPPIER with the faster connection.

DUPLICATION:

The day may very well come when you have several Sites. To plan for this in advance, when you set up Your Corporation, the name of the Corporation shouldn’t be the same as the name of Your Site.

For example, you can name your Corporation MY DREAM, INC. The Corporation then will do Business under various different names, each of which is the name of your individual Sites.

If you set up the Corporation to be the same name as your first Site, you will eventually either want to do a name change, which is a hassle, or create a new Corporation for the each Site, which is expensive. Each Corporation requires a tax return, annual maintenance, report filings, etc.

So, think ahead, and think big. Create an “S” Corporation or an LLC per your Team’s advice, and then get a Business license for the Corporation and file a D.B.A., which stands for “Doing Business As” for each Site with your local licensing bureau.

This way you are establishing a Foundation for Expansion, so you won’t run into unnecessary aggravation when you go to build a second Site and only find out then that had you set your Corporate Structure up this way in the first place, you could have avoided the entire hassle.

LIMIT YOUR LIABILITY:

 

 

YOU ABSOLUTELY WANT TO  KEEP THE PROFITS THAT YOU GENERATE!

 

 

As you build your wealth, it will become more and more critical that you PROTECT your Wealth. Remember, the more money you have, the more of a TARGET YOU BECOME!

There are numerous ways that you can suddenly find yourself subject to unforeseen liability:

  • Product Liability- a customer sues for damages and is rewarded a large judgment
  • Car accident – only now, since you have a lot of money, the injured party doesn’t settle for maximum auto insurance amount and sues you personally.

There are several ways to protect business-related claims from affecting your Personal Assets:

  • By having a Corporation or an LLC instead of a Sole Proprietorship,
  • By NEVER MIXING PERSONAL BILLS OR FUNDS with the Business Bank Account, and
  • By keeping the Corporate Records current (the attorney’s office should do this once per year

However, an aggressive creditor may try to pierce the Corporate veil and go after your personal assets.  There are several ways to protect yourself:

  • Carry an “umbrella policy” to insure yourself against unforeseen liability. It is not expensive, perhaps $500 per $1,000,000 in coverage, and could make a tremendous difference.
  • Talk to your attorney about the creation of a Trust. There are certain Trusts, like Family Trusts, that do not do a very good job of protecting your assets. But others, like the Off-Shore Trusts and the Dynasty Trusts, do an Excellent job. In the case of a Dynasty Trust in the State of Nevada, for example, once an asset is placed in the Trust, so long as there were no pending legal actions at that time, and so long as Four Years pass, after that time any asset of the Trust is 100% protected from creditors and judgments. Of course, since laws change, verify the validity of this statement at the time you would create one.
  • Create a Government approved Retirement Plan. The money that is put into this Retirement plan from the Profits from the Business are 100% protected. There are requirements to qualify, but this is perhaps the strongest protection for cash assets.
  • And lastly, be concerned with Inheritance tax. If you have heirs that you would like to leave your Estate to, you certainly don’t want the Estate to be sold off in pieces for pennies on the dollar to pay the inheritance taxes. One way of covering the tax liability is to carry a term life insurance policy, so there is cash available upon death to pay the inheritance tax, leaving the Estate intact. You can also leave an Insurance Policy Directly to a loved one by creating an Irrevocable Life Insurance Trust. Trusts can be very helpful in helping your heirs not to inherit a nightmare.

 

Your team should include a Qualified Accountant and Attorney, and a reputable Financial Planning Firm to help you to develop Your Estate Plan. Once you execute Your Marketing Plan and Your Business Plan, you WILL develop a Sizeable Estate. Eventually, you will have Estate Taxes to be concerned with.

Having a SIZEABLE ESTATE, with lots of Assets to protect, is a Good problem to have!! But, it does still need to be addressed. Take it from one who has been there. The more money you have, the more of a target you will become and the more critical the proper planning and handling of your Assets, including your finances, becomes.

 

 

HAVING YOUR MONEY WORK FOR YOU

Not only do you not want to lose your money due to liability or negligence; you also do not want to lose it due to bad investments.

When the Stock Market is unsteady, it’s a huge gamble to invest your money in the Market.

Other ways to invest your money include:

  • Follow the biggest roads in your area in the area of expansion and buy large parcels of raw land. There’s no overhead, no hassles, and no renters. In time, as growth goes in that direction, property historically goes UP in value.
  • Invest in a Safe, Historically well-performing Fund. Rather than just take a variety of Stocks and hope they perform, stick with a known quantity. There are funds that do not produce huge results, but they do consistently grow.
  • Invest in the Bond Market. Bonds do not return as high of a yield on your Investments, but they are more Secure, often Guaranteed, and much less volatile.
  • Maintain low debt. The amount of interest that you are paying on your Home, Auto, Credit Cards, etc are probably higher than you are earning on your investments. It makes sense to pay them off.
  • A Financial Planning Firm can help you to create a Portfolio based on Your Retirement Needs, Income Requirements, etc. However, be careful to choose a reputable Firm. Notoriously, their presentation is nothing more than a front to sell Insurance, or a particular Stock. You will want to find an Investment Firm that is not tied to one particular avenue that they refer to all of their clients, but rather, is TRULY looking out for Your Best Interest.
  • And lastly, is the StockBroker. Some firms only push their own Stock offerings. If you invest in the Market, only do so by finding someone REPUTABLE through word of mouth that will NOT invest your money if you don’t have a Stock that he is comfortable is performing well. ANYONE can buy a Stock. The key is to have someone who is Reputable in showing Consistent Growth for his or her client’s Portfolio.

FINANCIAL CONSIDERATIONS:

Lets start with this premise.

Axiom Seventy IF ITS WORTH DOING, ITS WORTH DOING WELL.

 

 

THIS NEEDS TO BE THE FOUNDATION OF EVERYTHING THAT YOU DO. HALF-HEARTED EFFORTS ALWAYS EQUAL HALF-HEARTED RESULTS.

When you go into a Conventional Business, its not unreasonable to expect to have an overhead of $1000 a month just for your rent and expenses associated with your office space, plus the cost of commuting, potential theft, damage, liability insurance, garbage pickup, etc.

When you start a Business in your Home, you can do it for WAY LESS than you can EVER THINK OF STARTING A CONVENTIONAL BUSINESS.

In addition, the best feature of owning your own Web Based Business is that you have NO EMPLOYEES. Employees are a TREMENDOUS EXPENSE, and while their productivity increases the bottom line, you also have all the expenses that accompany having employees. These include:

  • Workman’s Compensation
  • Health Insurance
  • Raises
  • Functions
  • Theft
  • Advances
  • Personal issues
  • Lawsuits
  • Absenteeism

The list goes on. Al things considered. having a Web-Based Business is INFINITELY EASIER THAN RUNNING A CONVENTIONAL BUSINESS. INFINITELY!

WHY THEN, FOR GOODNESS SAKE, WOULD YOU NOT WANT TO INVEST THE AMOUNT OF MONEY NEEDED IN ORDER TO SUCCEED?!

There are SO MANY ads that offer this, that and the other for FREE. There are a ton of shortcuts available, some of which actually may save you a couple of dollars, and some of which may cost you THOUSANDS of dollars in lost Traffic, lost Sales, lost etc.

In Fact, THERE IS NO SUBSTITUTE for NOT having the Tools that you need in order to get the job done.

In Fact, THERE IS NO SUBSTITUTE for NOT having the Sales Site set Up to MAXIMIZE YOUR SALE-TO-PROSPECT RATIO.

In Fact, THERE IS NO SUBSTITUTE for NOT having the Statistics that you need from the HOST in order to know whether or not your Adjustments are effective.

In Fact, THERE IS NO SUBSTITUTE FOR NOT DOING EVERYTHING YOU CAN DO TO INSURE YOUR OWN SUCCESS!

You can search the Web for a free template, write your copy, place your Site on a free host, get a free domain name, and download some free software to promote your Site and be off and running for NOTHING!

THAT’S THE RESULTS YOU WILL GET AS WELL.

GUARANTEED!

Axiom Number Seventy-One SUCCESS STARTS WITH THE MENTAL COMMITMENT AND THEN FOLLOWS THROUGH IN EVERY ASPECT OF EVERYTHING YOU DO.

 

 

I want you to take this to the bank. From a 25-year Expert in Business, I am telling you straight up NOT TO SKIMP ON WHAT YOU NEED IN ORDER TO EXECUTE YOUR PLAN.

So many times, people come so far as to Dream, are shown the way, get up to the edge, and right before they put their foot in the water, they say “it LOOKS cold” and they go back to their blanket.

“ONLY THOSE WHO RISK GOING TO FAR CAN POSSIBLY KNOW HOW FAR THEY CAN GO.”

If you do the following things:

  • Identify Your Market,
  • Identify a Product that that Market can use,
  • Design Your Marketing Plan,
  • Design Your Site in accordance with sound Sales Principles,
  • Design Your Business Plan
  • Structure Your Business in accordance with this Course,
  • Have all the necessary Tools for the job, and
  • Meticulously and Expeditiously implement each and every aspect of Your Plan, with Relentless Testing and Adjustments,

 

 

YOU WILL BE SUCCESSFUL!

This Course wasn’t named “YOUR SUCCESS GUARANTEED” as a joke, or a come-on to sell Courses. I am intent upon teaching folks JUST LIKE YOU EXACTLY WHAT TO DO TO BE SUCCESSFUL.

Thus far we have laid out a SPECIFIC, EXACT, AND METHODICAL PLAN OF ATTACK for GENERATING THE PROFITS YOU DESIRE TO ACHIEVE YOUR GOALS AND TO REACH YOUR DREAM.

I want to make the point to find the money you need Before you start so you go into Business the Right Way from the beginning. Don’t start with half of an arsenal of Tools. Remember, there is a HUGE DIFFERENCE between being “IN BUSINESS”, and being “SUCCESSFUL IN BUSINESS“.

SUCCESS LIES IN THE EXECUTION OF A SOUND MARKETING, SALES AND BUSINESS PLAN.

BORROWING MONEY TO GET STARTED:

 

 

If you do not have the money to get started, there is ONE THING that you should NEVER EVER DO.

NEVER TAKE A PARTNER. EVER!

Marriages fail 50% of the time. That’s a GOOD PERCENTAGE compared to Partnerships. You do not want to “pool” your money with a friend and then split the Profits. It’s the FASTEST WAY TO LOSE A FRIEND, and even if you don’t, for a few thousand dollars, you are giving away 50% OF THE PROFITS! IT IS A TERRIBLE, TERRIBLE IDEA TO TAKE A PARTNER.

As a matter of fact, you should be the ONLY ONE on the Bank Account and the ONLY ONE with access to handle the money. Of course, if you are married, you may want to have your spouse backing you up in case you are sick or out of town. But if you ever hire an employee, KEEP THEM AWAY FROM THE CHECKBOOK, FROM THE MONEY, and FROM ACCESS TO ANYTHING OF VALUE, to the GREATEST EXTENT POSSIBLE.

One of the BEAUTIFUL QUALITIES of a Web-Based Business is that your security is not internally threatened by the presence of employees. I cannot tell you how many times I have heard the following:

“I can’t believe that my friend John’s son, daughter, Aunt, Uncle or Cousin just quit with no notice, or walked off with my only copy of my Marketing Plan, or” … well, you get the idea.

In order to SUCCEED in BUILDING YOUR OWN BUSINESS, it’s up to YOU to Find the money and set it up For Yourself to the greatest extent possible.

Now, there are ways to find money.  You could go to Google and enter the Keyword “government money.” There are programs available for everyone, and even more for minorities and for women who own the majority of the Business. If you are a husband, and you find a program that works, you may want to create an LLC, have your wife be the owner, and have an agreement that you can purchase 50% at any time for $500. This way, your wife owns 100% and thus she can qualify for a Government Grant or a Loan.

Of course, there are other ways that are quicker. An equity loan on a home, the sale of an asset, a loan against something of value, or the use of a combination of cash and credit cards. You can borrow money from a finance company easier than a bank so that may also be an option.

If all of these options don’t work, you can try to borrow money from a private party and give them something of value as collateral and a fairly high interest rate with no payment for 90 days to allow you time to develop your income.

But the one thing you DON’T EVER WANT TO DO IS TO GIVE AN INVESTOR A PERCENTAGE OF THE BUSINESS. You’re better off paying 100% INTEREST THAN TO GIVE UP A PIECE OF YOUR BUSINESS.

The bottom line when it comes to going into Business is whether you have CONFIDENCE in yourself, whether Your Dream and Your Goals MOTIVATE you, and whether you BELIEVE in the OPPORTUNITY.

IF YOU DO, YOU WILL FIND THE MONEY! AND IF YOU DO NOT, YOU SHOULD NOT GO FORWARD.

In the FINAL ANALYSIS, ONLY YOU KNOW what’s going on inside of you. In the Course of 450 pages, you will have been shown STEP-BY-STEP in INCREDIBLE DETAIL from a 25 YEAR PROFESSIONAL BUSINESSMAN EXACTLY WHAT TO DO, WHEN TO DO IT, WHY TO DO IT, AND HOW TO DO IT.

 

THIS IS THE MOST COMPLETE INFORMATION AVAILABLE TODAY, AND IT’S LIGHT YEARS AHEAD OF ITS TIME. NO ONE WITH MY LEVEL OF CONVENTIONAL BUSINESS EXPERIENCE, COMBINED WITH MARKETING, SALES AND CONSULTING EXPERIENCE, HAS TAKEN THE TIME TO CREATE A COMPREHENSIVE COURSE BASED ON SOLID EXPERIENCE DETAILING EXACTLY WHAT TO DO TO BE SUCCESSFUL.

But, as with everything, at some point, it comes down to whether or not YOU BELIEVE you can do it. And as the saying goes, “WHETHER YOU THING YOU CAN, OR YOU THINK YOU CAN’T, YOU’RE RIGHT.”

 

Consider the simplicity of the Opportunity before you though. It’s really quite remarkable.

 

You have learned EXACTLY HOW TO MAKE HOWEVER MUCH MONEY YOU WANT TO MAKE.

NO KIDDING. NO NONSENSE. NO EMPTY CLAIMS.

STEP BY STEP, FROM BEGINNING TO END, you’ve been shown how to follow a SYSTEM that works, and once mastered, can be DUPLICATED over and over FROM YOUR OWN HOME ON YOUR OWN TIME SCHEDULE.

After you are established, a Web-Based Business can be run from ANYWHERE IN THE WORLD as long as you have Internet access. You can actually run this Business from the beaches of Hawaii or St. Thomas as long as you have a wireless hookup and a laptop.

 

AND, MAKE MORE MONEY THAN YOU CAN EVER MAKE DOING WHAT YOU’RE DOING NOW!

HOW COOL IS THAT ?!!!!!!!!!

 

 

In Chapter 15, we will discuss all of the TOOLS that are needed in order to be prepared to go forward, building YOUR BUSINESS to do ONE THING:

GENERATE THE DESIRED AMOUNT OF PROFITS!

CHAPTER THIRTEEN – OPERATIONAL OVERVIEW

There are several aspects of Business that are present in EVERY Business.

In the most general terms, of course, Your Goal is to do one thing effectively. As we have discussed numerous times, the Number One Goal is simply this:

GENERATE THE DESIRED AMOUNT OF PROFIT!

Based on what we have learned thus far, we now know that a more complete Goal is to generate the DESIRED AMOUNT OF PROFITS based on Your adjusted Budget to Include Your REWARD GOALS.

Shortly, we will discuss why the Amount of Profits that you generate is TRULY UNLIMITED, which is a Very Exciting and Very Real!

In the course of Operating Your Business, while you must focus on Profit generation, there are also key factors that must be addressed in order for Your Business to remain both viable and healthy.

In short, there’s more to running a business than deciding on a Product, executing a sound Marketing plan to generate Traffic, building a sound Site to Maximize Sales, and run an Affiliate Program and an After-Market campaign to increase Back-end Sales. These are the fundamental mechanics of the Business as they relate to generating Profits.

Just as a car has a thousand parts that must work together in unison in order to function, the same is true of Your Business. Think of your coolest Dream car, and imagine it with every conceivable option. It’s got everything you want except for just a tiny amount of air.

In one tire.

All of a sudden, you’ve got a beautiful car that’s not going anywhere!

If you don’t have every piece of the puzzle in place, then as the saying goes:

Axiom Number Sixty-Four YOU ARE ONLY AS STRONG AS YOUR WEAKEST LINK

 

 

THERE ARE MANY ASPECTS TO YOUR BUSINESS. EVEN THOUGH IT IS CRITICAL TO PRIORITIZE, IT IS JUST AS CRITICAL TO MAINTAIN EVERY ASPECT OF YOUR BUSINESS SO YOU DO NOT HAVE A WEAK LINK.

In terms of prioritizing, that’s EASY!

Axiom Number Sixty-Five UNLESS THERE IS AN URGENT SITUATION REQUIRING YOUR IMMEDIATE ATTENTION, YOUR NUMBER ONE PRIORITY WILL ALWAYS BE TO GENERATE PROFITS.

 

 

There are times when a licensing issue, or a tax issue, or a customer issue, or a Site issue, or a banking issue, or a computer issue, will become the hot issue of the moment and need to be dealt with. If this is the case, never ignore a problem in the hope that it will go away. Life doesn’t work that way, and neither does Business. But unless you have a non-profit-generating-issue that is in IMMEDIATE NEED OF ATTENTION, ALWAYS FIRST EXECUTE WHATEVER YOU NEED TO DO IN ORDER TO GENERATE PROFITS.

Specifically, this means to work on either Your Cold Marketing Campaign, Your Affiliate Marketing Campaign, or Your Repeat Marketing Campaign, in order to Generate More Profit.

I have seen this time and time again. Because most people are not Marketing and Sales People, they find paperwork or research or Something that is NOT Marketing Related to do to keep themselves busy, and they build the busywork into a large part of their day. In actuality, they’d rather do everything they can do to keep busy, look busy, and act busy, but when they are done, they didn’t do one thing to Promote their Business and Increase their Profits!

AND THAT’S THE WHOLE REASON FOR BEING IN BUSINESS!

 

If you are NOT doing something that is DIRECTLY or INDIRECTLY GENERATING PROFIT, then you are doing something that is NOT YOUR PRIORITY. It might be more comfortable, more familiar, or even more enjoyable, but if it’s not INCREASING YOUR BANK BALANCE, it’s simply NOT YOUR PRIORITY!

I make this point because psychologically, you may not want to risk failure by working on Your Marketing Plan, or testing the SALES Strength of Your Site. It’s psychologically safer to file a bunch of papers, or open a bunch of mail. But if you get into the habit of coming into your office and looking for things to do ASIDE FROM:

  • PROMOTING YOUR SITE,
  • IMPROVING YOUR NEW SALES, and
  • PROMOTING ON THE BACK-END to your existing Prospects and Customers,

You aren’t doing ALL THAT YOU CAN to MAXIMIZE YOUR PROFIT GENERATION!

Think about this for a second, because it is a CRITICAL CONCEPT:

IF YOU AREN’T YOUR BEST PROMOTER, THEN WHO?

Make sure YOU give 110% to YOUR OWN BUSINESS! Don’t sit back and “wait” for things to happen. Take the bull by the horns. Take the confidence that You will have when you have completed this Course to know Exactly what you’re going to do to GENERATE YOUR DESIRED PROFIT, and don’t let ANYONE or ANYTHING STOP YOU, UNFOCUS YOU, OR UNMOTIVATE YOU.                    NOT EVEN YOU!! 

Now that we have made this point, let’s take a look at all of the other tasks involved in the day to day Operation of a Business, some of which are either directly or indirectly related to the GENERATION OF PROFITS, and some of which are more administrative in nature.

When you prioritize your tasks, make sure that the tasks that are the least associated with the GENERATION OF PROFITS are recognized as the tasks with the LOWEST PRIORITY.

Task One – MARKETING

 

 

First and Foremost, EVERY BUSINESS IS A MARKETING AND SALES BUSINESS, AND YOURS IS NO EXCEPTION.

ON A DAILY BASIS:

 

MARKETING:

Make sure you spend time EVERY DAY managing Your Marketing Strategy. Remember, it has 3 facets:

  • COLD MARKETING, of which there are 5 tasks that must be maintained in accordance with a Schedule (recommended in the TOOLS Section upcoming) as well as 5 additional Techniques discussed in Chapter Seventeen.
  • REFERRAL MARKETING, of which there are a series of letters, faxes and phone calls that need to be made in accordance with a schedule to Increase your base of Affiliate Sites that promote Your Site, and
  • REPEAT MARKETING, of which there are a series of Autoresponders with multiple purposes ranging from selling a Prospect the original product to offering a New Product or a Special Offer to an Existing Customer.

STATISTICS:

Every day, you will want to quickly review Your Statistics. These should be accessible by your host in real-time (we’ll talk about this in the TOOLS Section as well). This will tell you how many Visitors you have had, and how much time they have spent. From this information, you will be able to determine the amount of Prospects out of the number of Visitors, determine Your Prospect-To-Visitor Ratio, and log the results into Your Daily Spreadsheet for this purpose.

You will also calculate and record Your Sales-To-Prospect Ratio.

FINANCIAL:

You will then go into Your Banking Program (also in more detail in the TOOLS Section) and see exactly what was purchased yesterday, and for what amounts. This information will go into Your Spreadsheet for Your Projections so you know exactly where you are in terms of generating YOUR DESIRED PROFITS! Check on any collection issues that may need your attention.

SERVICE:

Next, you will check your Customer Service Mailbox to help any Customers in need. ALWAYS PROVIDE GREAT CUSTOMER SERVICE – FAST, FRIENDLY, and UNDERSTANDING. BE THE BIGGER PERSON AT ALL TIMES.

These Operational Tasks, DONE DAILY, accomplishes the following:

  • Keeps Your Marketing Efforts alive,
  • Checks your two Most Important Ratios, Prospect-To-Visitor, and Sale-To-Prospect,
  • Relates Your ACTUAL GENERATED GROSS SALES with YOUR DAILY GROSS PROJECTIONS,
  • Handle any Collection issues, and
  • Provide Your Customers with GREAT CUSTOMER SERVICE

 

THESE FIVE TASKS MUST BE DONE DAILY IN ORDER FOR YOU TO MAINTAIN YOUR HANDLE ON YOUR BUSINESS AND TO BE SURE THAT YOU ARE CONSISTENTLY PROMOTING YOUR BUSINESS AND CLOSELY WATCHING THE RESULTS.

Depending on what kind of business you have, you may need to check on such items as Product availability, shipping, manufacturing, etc. If you are working with a Product that is produced or drop-shipped as opposed to an electronically downloaded Product for example, you’ve got to keep a tight hold on your Product line. This will ensure that your customers get timely delivery of their Product.

ON A WEEKLY BASIS

 

 

Axiom Number Sixty-Six TEST ONE VARIABLE EVERY WEEK FOR THE ENTIRE WEEK

The Scientific Method is the accepted manner for conducting tests to see what if any effect there is when one and Only one variable is changed.

TESTING:

Let’s say that for week one, you have 1000 Prospects and 10 Sales, so Your Sale-To-Prospect Ratio of 1/100. And let’s say Your Headline for Your Site is:

“EVERYONE LOVES A GOOD WIDGET”

For week number two, your ads remain the same, and Your Site is the same, with ONE VARIABLE. The ONLY THING YOU CHANGED IS THE HEADLINE. THE NEW HEADLINE READS:

“THE NEW WIDGET X-100 INCREASES YOUR PRODUCTIVITY BY A WHOPPING 250%!”

 

At the end of week two, your Sale-To-Prospect Ratio has gone from 1/100, meaning 1 of every 100 Prospects to Your Site made a purchase, to 1/50, meaning that now 2/100 Prospects made a purchase. You had about the same amount of Prospects, 1000, but you had 20 Sales instead of 10. This is a 100% increase, from 1/100 to 1/50. The ONLY VARIABLE that was changed was the Headline, so you can draw the conclusion that Headline Two works better than Headline One.

Be careful not to draw conclusions based on really small samples. Out of 50 Prospects for example, if 1/50 or 2/50 buy, the sample is too small to draw any conclusions. When in doubt, Repeat the Test. Don’t jump to conclusions!

Each week, take ONE ASPECT, ONE VARIABLE, and change JUST THAT ONE. If you are changing a Marketing ad, don’t change the ad AND the Site in the same week. If you do, you won’t have clear results. If it is more of a priority to increase Traffic, test the number of Visitors and the Prospect-To-Visitor Ratio based on changing ONE VARIABLE. If the Traffic numbers are in line with Your Projections, but the Sale-To-Prospect Ratio is lower than you expect, change ONE VARIABLE on Your Site and track the results.

FINANCIAL:

On a weekly basis, make your bank transfers. Don’t run every day to the bank, creating 100 transactions to track as to where the money went. As a Business Owner, you are responsible to keep ACCURATE RECORDS for all government and regulatory agencies. You may THINK you work for yourself now, but NEWSFLASH! You just became a LOT MORE RESPONSIBLE than you EVER WERE as an EMPLOYEE of someone else’s company!

The Legal and Financial aspects of running a Business are not so cumbersome as to be a deterrent, but they definitely are a new responsibility if you have never before been in Business for yourself.

By making bank transfers weekly, you have a lot less banking transactions to account for in the event of an audit. (Once again we will talk about the right program for the job in the TOOLS Section.)

When you own your own Business, you should operate it as if you are expecting an IRS audit on any given day. It should never be a frightening thing. If you keep accurate track of the money, and handle the money properly, then your records should be able to be checked and given a clean bill of health at any time.

Part of the problem that often occurs with New Business Owners is a lack of recognition that you are responsible to government agencies for the accurate reporting of income, expenses and taxes. You cannot just start taking cash out of your Business and spending it with no receipts. This is a recipe for disaster. REMEMBER, YOU’RE ONLY AS STRONG AS YOUR WEAKEST LINK! Don’t make a mess of your records!

You’ll want to set up your banking at the beginning so that on a weekly basis you transfer 25% into an account for income taxes, and 25% into an account for savings. This will leave you with control of 50% of the Profits that Your Business is generating. As we discussed back in the budget section, 10% of the Gross Income should be for short-term savings. This would be for brakes for the car, Holiday gifts, etc. Another 10% would be for long-term savings, to be invested in a Portfolio, land, etc. By putting 25% into one account for taxes, and 25% into another account for Savings, you have a 5% “fudge-factor” built in just in case your taxes are more than 25% for example, or you have more expenses than 10% to exhaust your short-term savings.

But it is CRITICAL that you understand NOT TO SPEND EVERY PENNY, BECAUSE IT DOESN’T ALL BELONG TO YOU!!! Even though you are in Business for Yourself, you DO HAVE A PARTNER.

THE GOVERNMENT:

Their cut in general is 25% of the profits in return for doing Business in their country.

If of course you are NOT a United States Citizen, since this Course is Sold worldwide, you need to calculate the amount that gets paid to Your Government and make sure to put it aside.

SPECIAL PROMOTIONS:

 

 

Perhaps on Thursdays, you’ll work on a SPECIAL PRODUCT, SERVICE, DISCOUNT, or OFFER for either Your Cold Marketing Campaign, Your Affiliates, Your Repeat Business, or Your Site, to promote more Traffic and more Sales.

YOU ARE TRULY LIMITED ONLY BY YOUR IMAGINATION.

You can actually offer Discount Certificates (which will also be in the TOOLS Section).

In addition to Discount Certificates you can:

  • Create Special Pages for Traffic to go to get a Special Giveaway,
  • Sign up for a Special Drawing,
  • Run some type of contest,
  • Offer an additional discount in return for a 25-word testimonial

There’s literally an endless array of Promotions. AND ONE THING IS FOR CERTAIN:

 

IF YOU DON’T MAKE YOUR MARKETING AND SALES PROCESSES EXCITING, ENTICING, AND DYNAMIC;

IF YOU ARE NOT EXCITED ABOUT IT,

IF THE PASSION IS NOT THERE,

IF YOU CAN’T FEEL IT,

NEITHER WILL YOUR PROSPECT!

ADDITIONAL PRODUCT:

 

 

 

Whether or not you have your own unique Product or a Product line, there are those who have visited Your Site who are no longer interested in Your Product. Either they have already purchased it, so they are not going to buy it again, or they felt it didn’t fit their needs.

These folks are on Your Opt-In List. You need to have a RELATED PRODUCT to OFFER TO THEM in an Autoresponder. In either an Ezine, a Newsletter, a Bulletin, or a Special Promotion message, they need to be advised of this SPECIAL OFFER and be given a link to go to a SPECIAL PAGE to learn more about this offer. (The program that develops the special page for you is one of the programs already in the TOOL Section.)

In order to do this, you need to have another Product to sell. What you need is to be a part of someone’s AFFILIATE PROGRAM that sells a Product that is RELATED TO YOURS but NOT IN DIRECT COMPETITION WITH YOU.

You want to sell a related product, and earn a commission, BUT YOU DO NOT WANT TO LOSE YOUR CUSTOMER!

So, on a weekly basis, you need to be looking for Affiliate Programs to join so that you can offer Additional Products. This becomes a PROFIT CENTER for Your Business. In addition to YOUR OFFER, you now have an UNLIMITED AMOUNT OF ADDITIONAL OFFERS!!!

One way of finding out more about Affiliate Programs is to go to Google and entering the keyword “Affiliate Programs”.

By constantly expanding your Product line, you get closer and closer to MAXIMIZING THE AMOUNT OF PROFITS THAT YOU GENERATE!

An Affiliate Program really works from BOTH Directions. YOUR AFFILIATE PROGRAM allows others to link to you and to allow them to promote YOUR OFFER for a fee.

Other Site’s AFFILIATE PROGRAMS do the very same thing for YOU!

There are a few things to watch out for, however.

  • Make sure you do some research with regard to the accuracy and completeness of the Affiliate Software they are using. You want to make sure that you get paid for the Sales that you generate through the Traffic that you create.
  • What is the percentage of the Sale that you will receive,
  • When will you receive it,
  • Is there a minimum amount under which you will not get your money, and
  • For how long will the Prospect that YOU CREATED earn income for you through their purchases from that Site. If the Prospect that you generated to their Site doesn’t buy something today, but comes back in 30 days, do you still get Commission? In 90 days? In one year? For as long as you are an Affiliate of that Site?

The stronger Affiliate Programs track and allow a commission to be paid if the Traffic that you send to their Site buys the Offer you are promoting for at least 1 year as a minimum, and generally for as long as you are an Affiliate.

READING MATERIAL:

 

 

There’s a big difference between having 20 years of experience doing something, and having 1 year’s worth experience repeated 20 times. The distinction is simple. If you Stop Learning after one year, you will repeat only what you have learned, over and over and over again.

If on the other hand you CONTINUE TO GROW BY LEARNING, not only through Experience, but also through Reading, you will one day have 20 years of Experience, not one year’s worth repeated over and over again.

There are a lot of good Ezines out there, and depending on what field you are in, you will not only be gaining Knowledge in your field, you’ll also be keeping an eye on your Competition. You’ll get to see Special Offers and Promotions and decide if you’d like to do one like it.

Part of your reading material should always be about new ways to Market on the Internet as well as different Affiliate Programs to belong to and what they offer. For a list of Ezines, just go to Google and enter the keyword “garden Ezines” or “garden newsletters” if you are in the gardening field. If not, substitute the field that you are in for the word garden!

PROJECTIONS:

 

 

On a daily basis, you are entering your information for the number of Visitors, Prospects, and Sales, as well as for the dollar amount of Your Sales.

On a WEEKLY basis, it won’t take you long to set up an Excel type spreadsheet, enter all of your Daily columns, adding your Advertising Expenses, Overhead Expenses and Product costs, and determine your Profit for the Week.

Then bring your total for the month, the quarter, the half of the year and the annual projection up to date and see how it compares to the DESIRED PROFIT.

If the Generated Profit is NOT meeting Your Projection, then you need to make some adjustments.

ADJUSTMENTS:

If the profits are not meeting Your Projection, here are some of the adjustments that you should make.

  • You need to increase your response in each of the three Marketing Areas
  • You need to strengthen the Sales Ratio on Your Site.
  • You need to look for related products with high profit margins

In each Marketing area, there is ALWAYS ROOM TO BE MORE AGGRESSIVE. Increase the following:

  • The number of Ads,
  • The Strength of your Offer to draw them to Your Site, or
  • The STATED VALUE of the Offer itself.

If you are not ranked number one on the Pay-Per-Click engines, bid yourself up to number one as long as it is feasible in terms of the Cost per Visitor as it relates to Your average Profit per Sale.

If you have confidence in your ads, consider placing some PAID Classified ads, and/or consider renting a bigger Opt-In List.

Additionally, you can actually submit an ad to an Ezine editor and have that Ad draw people to Your Site. The reason why this wasn’t suggested earlier is that if you can get that Editor to become an Affiliate, he will promote Your Site for FREE and be paid only on Sales. Not only is this more cost-effective for you, but the Ad will pull a heck of a lot better when the Editor of that Ezine is promoting it himself, telling his readers in his OWN WORDS why is impressed with your offer. It’s not the same amount or level of interest when it’s a paid ad verses when its an AFFILIATES TESTIMONIAL!

Be more aggressive in Your RECRUITING of Affiliates. Not enough Sales means in part that there may not be enough Traffic to Your Site. What would the addition of 100 more Affiliates promoting Your Site do for your Profit Generation? Send out your letters to potential Affiliates. Strengthen your copy and/or your offer to them. Fax them. Call them. Get them to sign up. If you’re not generating enough Profit, you NEED THEIR HELP!

Strengthen your Autoresponders in every area. From responding on a no-sale, to offering a Special Discount, to offering a New Product, Your Opt-In List is worth GOLD to you IF AND ONLY IF you use it to your optimum advantage. There are indeed Sales on the Back- end and its Your Job to find them!

Now take a look at Your Site for the Sale-To-Prospect Ratio.

Have you tested your Headline? How about your Sub-Heading? Your information line?

Does your first paragraph develop interest?

Does the passion of Your Belief in Your Offer come through?

What would lowering the price do? Would it increase Sales enough to Net more money to you? How about Raising the Price? Have you tested either of these?

Marketing and Sales, and Sales and Marketing, and Marketing and Sales.

Get the Picture?

ON A MONTHLY BASIS:

 

 

 

There are three main tasks that need to be done on a Monthly Basis.

FINANCIAL STATEMENTS AND MONTHLY REPORTS:

On a monthly basis, you need to produce your Financial Statements. If you are unfamiliar with this aspect of Business, don’t panic. The program that will be recommended to you in the TOOLS Section makes it easy for you to enter information and then it produces your Financial Statements based on that information.

The idea of the Financial Statements is of course to know your Financial Condition. It also creates a track record of the growth of Your Business so that when the time comes that you’d like to sell, you can get Top Dollar for it!

In addition to the monthly Financials, you’re going to want to complete Your Projection for the Month, and how the reality compared to it. This will give you a percentage of the projection that you achieved for the month. Your goal of course, is to reach 90% of your goal at the minimum. Why 90%? Why not 100%?

Well, if you are achieving 100% of your goal EVERY MONTH, you may be setting your goal a bit too low. Reach for the STARS! PUSH YOURSELF! WHY NOT GENERATE MORE PROFIT THAN YOU NEED?!

Make sure that Your Financial Statements are set up to break out your various costs, so that you can see what you paid for the month, quarter, and year to date for specific types of Advertising. If for example, you have 5 pay-per-click engines that you pay monthly, do not lump them into one account. If you do, you won’t know how much you paid for each one. Only by tracking the costs separately, and then following those Visitors through your system to see which Sales resulted from that source, will you know whether that source is an effective source to spend your Advertising dollars on.

If you need to generate $10,000 per month to reach your goals, and that’s what you enter as your number for the month that you are shooting for, and you reach 100% of the goal, then you hit your $10,000 for the month, which is good.

But if you set your goal for $12,500 for the month, and you only reached 90% of goal, that’s $11,250. In the first case, you reached 100% at $10,000. In the second case, you reached $11,250 at 90%. I don’t know about you, but I’d rather REACH FOR THE STARS and come up a bit short, but HIGHER than I would have if I set my goal for the actual number that I needed without adding in a “fudge-factor.”

DIRECTION:

 

 

On a monthly basis, it’s up to you to evaluate Your Business. How is the Market for Your Business? Is it as big as ever? Bigger? Shrinking? Do you need a new approach? A different “lead product”? Has there been damage to your name? Do you need to change Domain names? Is your Site layout stagnant? Or passed by with new technology? Is your product outdated? Is there more competition that ever? And if so, how are going to meet that challenge? Sell more benefits? Merchandise more imaginatively?

Axiom Number Sixty-Seven IF YOU AREN’T STEERING YOUR SHIP, EVENTUALLY YOUR SHIP WILL CRASH AND BURN.

Businesses will run on autopilot for a short while when times are good. But they will not run that way indefinitely. There are way too many hungry newcomers who want what you have. And the Market is constantly changing. If it were the case that Businesses could run forever on Auto-pilot once they are cranked up, there wouldn’t be nearly so many Businesses that go out of Business, especially after many years in Business. Often times, once the money starts coming in on a consistent basis, the owner gets sloppy

And that’s when bad things happen.

Don’t let this happen to you!

DUPLICATION:

 

 

So, now you know how to run a Successful Web-based Business. You may or may not be generating the Desired amount of Profit, but you have this one down to a Science and you’re good at it. You know the ins-and-outs now. You know how to set up a Site, how to Market it, how to build your Affiliate Program, and how to make your After-Market Sales through the use of Autoresponders. You know how to make your adjustments, track your profits, review your Reports, add new Products, and earn a strong income.

WHY NOT DUPLICATE YOUR EFFORTS?

Axiom Number Sixty-Eight IF YOU ARE EARNING $200,000 A YEAR FROM YOUR ONE SITE, IS THERE ANY REASON WHY ANOTHER SITE WON’T ALSO MAKE YOU $200,000 A YEAR?

 

 

IS THERE ANY REASON TO STOP AT JUST TWO SITES?

If you can develop Your Site to earn $200,000 per year, and then you could develop a second site to earn $200,000 per year, THEN YOU COULD DEVELOP AS MANY SITES AS YOU WANT, TO EARN $200,000 PER YEAR EACH!

WHAT YOU ARE LEARNING IN THIS COURSE TRULY IS YOUR WAY TO EARN THE AMOUNT OF PROFIT THAT YOU DESIRE TO REACH YOUR GOALS AND LIVE YOUR DREAMS…

AND THEN SOME!

 

This new technology, known to us as the INTERNET, has created the opportunity for regular folks to learn how to Market and how to Sell without having to knock on doors or dial phone numbers. And because of the INFORMATION AVAILABLE on HOW TO DO IT, and the TOOLS AVAILABLE to GET IT DONE, NOW MORE THAN EVER, YOU REALLY CAN, FOR A PRETTY SMALL INVESTMENT, GO INTO YOUR OWN INTERNET BUSINESS AND BE SUCCESSFUL AT IT BEYOND YOUR WILDEST DREAMS!

On a personal note, I cannot tell you how good it feels to be the one to help you along!

In Chapter Fourteen we will discuss some of the legalities involved, things that you may not be aware of, and everything that you need to know to run your business legally, legitimately, and in accordance with rules that you may not even know exist!

Your Site

We now understand the DYNAMICS OF A SALE, the PSYCHOLOGY OF A SALE, how the DYNAMICS AND THE PSYCHOLOGY work together, and the NEED for these TWO ELEMENTS to work in CONJUNCTION WITH THE STRUCTURE OF YOUR SITE.

It is ONLY NOW that we can EVEN BEGIN TO DESIGN YOUR SITE!

There are THREE DIFFERENT TYPES OF SITES that we are going to talk about in THIS SECTION.

THE UNIQUE SALES SITE

THE FIRST SITE IS THE UNIQUE INFORMATION, PRODUCT OR SERVICE SITE. 

To review, we have designed the verbiage, we have dissected the Dynamics of a Sale and we explored the use of Psychology and Rebuttals in DETAIL in Chapter 11.

Now let’s talk about the EXACT STRUCTURE of Your Site:

  • How the Site needs to be designed to accommodate the Process up to this point, and
  • What the Site needs to do from the point that we left off in Chapter 11, “LAST CHANCE TO ORDER” or “TIME TO MOVE ON”, to Completion.

In order for Your Site to MAXIMIZE YOUR SALE-TO-VISITOR RATIO, so that You can GENERATE THE AMOUNT OF PROFITS YOU DESIRE, Your Site, which is YOUR SALESPERSON, needs to be a FINELY TUNED MACHINE THAT WORKS IN UNISON WITH ALL OF THE PRINCIPLES WHICH WE HAVE PREVIOUSLY DISCUSSED.

To recap what we have learned so far:

THERE ARE AT LEAST TEN SALES IN EVERY SALE

Sale Number 1 – SELL YOUR PURPOSE CLEARLY IN 3 SECONDS

Sale Number 2 – SELL CLARITY AND DEVELOP INTEREST PAR. 1

Sale Number 3 – SELL YOURSELF – CREDIBLE AND BELIEVABLE

Sale Number 4 – SELL THE NEED

Sale Number 5 – SELL THE SOLUTION

Sale Number 6 – SELL THE PRICE

Sale Number 7 – SALE THE PERCEIVED VALUE

Sale Number 8 – SELL THE NO-RISK

Sale Number 9 – SELL THE CREDIBILITY WITH TESTIMONIALS

Sale Number 10-SELL THE LOGIC AGAIN WITH RECAP ON P.S.

Sale Number 11-SELL VIA ALTERNATE-CHOICE CLOSE IF NEEDED

Sale Number 12 – SELL VIA TAKE-AWAY CLOSE IF NEEDED

SINCE THESE ARE THE STEPS THAT COMPRISE A SALE, THESE ARE THE STEPS THAT YOUR SITE MUST WORK WELL IN UNISON WITH!

THE ULTIMATE SALES SITE FOR YOUR UNIQUE OFFER:

The Ultimate Sales Site is one that has EVERY COMPONENT that it needs to have in order to be able to follow all of the principles that we have discussed to the letter.

It is a FACT that for EVERY PRINCIPLE that you MISS, Your CLOSING PERCENTAGE WILL DECREASE.

For example, if you don’t CLEARLY DEFINE Your Site’s purpose, you will lose a percentage of Prospects that may have otherwise purchased Your Offer.

If you don’t build Credibility, you will lose a percentage of Prospects.

If you don’t Establish a need, or sell your Solution, etc. etc. for EVERY STEP that you MISS, YOU WILL MOST DEFINITELY LOOSE SALES!

The GOAL, then, is to MAKE SURE THAT YOUR SITE IS COMPLETE from the perspective of having EVERY ONE OF THE TWELVE COMPONENTS that are SO CRITICAL TO YOUR SALES-TO-PROSPECT RATIO.

With this in mind, here is how Your Site needs to be laid out from your HOME PAGE, to Your Final page.

Page 1 – HOME PAGE –

At the Top of the Home Page is the Logo, Site Name, Sub Heading and Information line followed by the TOOL BAR, which has THIRTEEN links to other pages that are necessary to the Site. These include:

Home Page, Contact Me, Tools, Advertising, FAQ’s, Site Map,

Newsletters, Affiliates, My Account, Testimonials, Order Now,

Subscribe to Newsletter, and Save to Favorites

We will discuss these pages in more detail shortly.

THE HOME PAGE:

  • The Site opens to GRAB their attention,
  • CLEARLY STATES the BENEFIT to the PROSPECT by looking at this Site, and
  • Proceeds to Develop into Your Establishing Your Credibility

The “HOME” page is really a VERY CRITICAL and VERY FUNCTIONAL page. Its called the “HOME” page in the industry, but it would be more properly named the “ANCHOR” page. It is from this page that the FOUNDATION to Your Sale is created. Before you get to Your Sales Presentation, for NUMEROUS REASONS, as we discussed, you can lose a Prospect. Making sure that this page is set up properly in every area is CRITICAL to the Success of Your Site in terms of the Sales-To-Prospect Ratio.

From the “HOME” page, there needs to be a menu choice to easily go to Your Offer. Depending on how many UNIQUE ITEMS you are Selling, you should have a SALES PRESENTATION for EACH OF THEM. Thus, there needs to be a Menu Choice for each of them.

In addition, there should be a Menu Choice to CONTINUE to read more about YOU. The reason for this is that if you make your Personal Profile Too Short, it may not be a Sufficient Amount of Information to Build Credibility in the Mind of Your Prospect. However, if your Personal Profile is Too Long, Your Prospect may lose interest and attempt to exit Your Site without ever going to the Sales Presentation.

However, by giving the Prospect a CHOICE of whether or not they want more information, Your Profile becomes neither too short nor too long. Rather, it’s enough information to whet Your Prospect’s appetite and KEEP THEM READING. Once again, as we discussed regarding the Benefit of Alternate-Choice Closes, by giving the Prospect their Choice of THE PRESENTATION or MORE INFO ABOUT YOU, either choice is a GOOD CHOICE FOR YOU!

If on the other hand there is only One Choice at the bottom of the page, which is to go to THE PRESENTATION, then Your Prospect is faced with a YES-OR-NO Decision.

Axiom Number Sixty-One – NEVER put a Prospect in the position of making a Decision where one of the Choices is BAD FOR YOU!

At the bottom of the “MORE INFO” Page, if there is ONLY ONE UNIQUE PRODUCT, you’d roll right into the SALES PRESENTATION. If there is MORE than ONE Unique Product, then the CHOICES would be at the bottom of the “MORE INFO” Page.

Once the Site is on the Sales Presentation, the Site will go all the way down to the 7th “CLICK HERE TO ORDER” and will also have a Menu Choice of “MORE INFORMATION.”

This “MORE INFORMATION” choice goes to the FIRST REBUTTAL Page. At the bottom of this page, the “CLICK HERE TO ORDER” and the “MORE INFORMATION” is repeated.

The “MORE INFORMATION” choice goes to the SECOND REBUTTAL Page. At the bottom of this page, the “CLICK HERE TO ORDER” and the “MORE INFORMATION” is repeated again.

The “MORE INFORMATION” choice goes to the THIRD REBUTTAL Page. At the bottom of this page, the choices are “LAST CHANCE TO ORDER” and the “TIME TO MOVE ON” is repeated again.

At any time during the Sales Presentation, or during any of the Three Rebuttal Screens, when Your Prospect Clicks to ORDER, they go to the ORDER SCREEN. The ORDER SCREEN summarizes the OFFER and allows Your Prospect to enter their purchasing Information.

In PART THREE of this Course you will learn exactly what needs to be done to be able to accept Credit Cards at Your Site. NOT accepting Credit Cards is like running a Business without a Cash Register. Your Site MUST accept Credit Cards.

Up to this point, we have set up Your Site in unison with ALL of the PRINCIPLES that we have learned thus far.

Let’s take a moment and discuss the TOOL BAR and their functions.

YOUR TOOL BAR:

Home Page, Contact Me, Shopping, Advertising, FAQ’s, Site Map

Newsletters, Affiliates, My Account, Testimonials, Order Now

Subscribe to Newsletter, and Save to Favorites

HOME PAGE – Since the TOOL BAR is at the TOP of Most of the PAGES, having a “HOME PAGE” tab allows Your Prospect to easily find their way back to the “HOME PAGE”. If Your Prospect feels “lost”, they may panic and attempt to Exit. By making the Site EASY TO NAVIGATE, including a way to for them to get back to a familiar page, you’ll be less apt to lose Your Prospect.

CONTACT ME – Communication is not only a CRITICAL way to give Your Prospect a COMFORT level, it’s an EXCELLENT WAY to turn Your Prospect INTO a CUSTOMER! One of Your BEST SOURCES OF LEADS are the folks who send you Email. It’s Your Opportunity to strengthen Your Relationship with them and to build their CONFIDENCE in you.

SHOPPING – We’ll discuss this one in more detail, but here’s the short version of what we will discuss. On the Internet, MANY sites allow you to link to them so that anyone coming to Your Site can then choose to go from Your Site to another Site. You then earn a commission on any Sale that results from that link. Part of the SHOPPING portion of the Site allows Your Prospects and Customers to link to other Sites to shop. This is known on the Internet as an “AFFILIATE PROGRAM” as we discussed in detail in Chapter Nine.

A second part of the SHOPPING tab is for additional items that you may be able to sell in a “Shopping Cart” format. There are numerous items on the Internet that you can purchase “RESELL RIGHTS” for. We discussed this in detail in Chapter Nine as well.

The SHOPPING portion of the Site is CRITICAL to Your Profit Generation. It needs to be strategically placed and it needs to have controlled access. Locating it strategically in Your Site, the SHOPPING portion of Your Site can be EXTREMELY LUCRATIVE.

ADVERTISING – This tab has TWO purposes. It invites Other Sites to ADVERTISE on Your Site, which we spoke about in Chapter Nine. This is also a good place to offer your Copywriting Skills as a Service, if this is something that is of Interest to you. In addition, this tab opens the door to invite them to Explore YOUR AFFILIATE Program, as we discussed in detail in Chapter Nine.

FAQ’s – This tab addresses FREQUENTLY ASKED QUESTIONS. It gives you the opportunity to address and answer the issues that are MOST IMPORTANT. This will give Your Prospect more of a comfort level, which means that when the FAQ’s are properly used, they HELP to MAXIMIZE Your SALES-TO-PROSPECT RATIO. Make sure that you ask and answer these questions with the Goal of Supporting Your Sales Efforts.

SITE MAP – As we discussed in Chapter Nine, the SITE MAP is a useful Tool to help the Search Engines to rank Your Site HIGHER than it would if there were NO Site Map. The advantage of the Higher Ranking in the Search Engine is that it correlates with an INCREASE in the number of Visitors to Your Site.

NEWSLETTERS – In Chapter Nine we discussed allowing access to the archives of your Newsletters so NEW Subscribers have access to ALL of the INFORMATION AVAILABLE.  This NEWSLETTER tab allows for access.

AFFILIATES  – This tab is where another Site owner will go to explore the Affiliate Program that you are offering. Remember, in Chapter Nine we discussed in detail the necessity of having an Affiliate Program as well as being a part of many other Affiliate Programs.

MY ACCOUNT – This tab keeps track of the purchases that Your Customers have made, and of any special credits or discounts to which they are entitled.

TESTIMONIALS – This tab is also designed to give Your Prospect a COMFORT LEVEL by being able to go DIRECTLY to Testimonials. Adding Testimonials should be a CONTINUAL PROCESS. In Chapter Nine we discussed always asking for Comments AND free Permission to use them.

ORDER NOW! –  Let’s assume that Your Prospect doesn’t have their credit card available, so they leave Your Site. They come back to PURCHASE Your Offer. This tab makes it EASY for them to go DIRECTLY to the PURCHASE screen instead of having to Navigate through the Site to find their way.

SUBSCRIBE TO NEWSLETTER – This Tab gives immediate access for Your Prospect to sign up for Your Newsletter. The advantage to the Prospect is that they have Educational, Up To Date Information available to them on an ongoing basis. As we discussed in Chapter Nine, the advantage for YOU is that you have their First name and their Email Address and PERMISSION to repeatedly Market this Prospect for FREE unless they choose at some point to unsubscribe.

SAVE TO FAVORITES – This tab allows the Prospect to Save Your Site to their list of Favorites. The advantage of this one is obvious. The easier it is for Your Prospect to visit Your Site, the more times you will get them to come back, and have the opportunity to Sell them again and again.

Make sure the Title of Your Home Page makes it EASY for the Prospect to REMEMBER Your Site by the Title Page name.

Let’s recap this Site layout before we go any further.

There are 13 pages on the Tool Bar, as identified above. There are 2 Home Pages, A Sales Presentation + 3 Rebuttal Pages for each UNIQUE item, a PURCHASE PAGE, and a SHOPPING CART page that needs to be flexible in opening to handle and unlimited amount of Products.

13 pages for the TOOL BAR

2  pages for the HOME PAGE

4  pages for the Sales Presentation

1  page for the Purchase

21 pages for the Shopping Cart.

1 Page for the Survey on Exit

1 Page for the Newsletter to back up the Survey

1 Page to Close the Presentation at the end of the Site

This totals 48 pages for this Site, based on having a Site that Sells just 1 UNIQUE ITEM. Add 4 pages for the Sales Presentation of each additional Unique item, one for the Sales Presentation, and one for each of the three Rebuttal pages. This means that if you have a second Unique item, Your Site would be 52 pages. If you have a third Unique item, Your Site would be 56 pages, and if you had four Unique items, your Site would be 60 pages.

We will discuss the remainder of the Site shortly. It needs to be pointed out that there are a lot of “free” templates available for Sites on the Internet today, and there are Free Sites that are given out sometimes when you sign up to Host with a particular service. It should be CLEAR that if the Site is not STRUCTURED to do EXACTLY what it needs to do, then the “free” offer really isn’t “free at all!

IT WILL HAVE COST YOU YOUR BUSINESS, YOUR PROFIT, YOUR GOALS AND YOUR DREAM! THAT MAKES IT PRETTY EXPENSIVE, DON’T YOU THINK?

AFTER THE INITIAL SALE:

Okay, we now have the Prospect up to the point of entering their credit card information on the Order Page. The verbiage on this page needs to make CLEAR that the Order Process is SECURE and PROTECTED. We will deal with this issue in more detail in PART THREE.

Once the Prospect has entered their credit card information, next up is what is known as THE UPSELL.

Your Prospect has their credit card out, they’ve made the decision to purchase, they have entered the required information, and they are waiting for Confirmation that the order was accepted.

NOW IS THE PERFECT TIME TO GIVE THEM AN OPPORTUNITY TO BUY A RELATED ITEM!

This is known as “THE UPSELL”.

Here’s how the Upsell goes:

“For a LIMITED TIME ONLY, we are offering The EXTREMELY POPULAR Thing-a-ma-bob, which will help you to get Tasks X, Y and Z done in record time – PLUS it Stores EASILY and you can take it with you when you TRAVEL!

The Thing-a-ma-Bob is NORMALLY $79.98, but as a SPECIAL OFFER, ONLY WHILE SUPPLIES LAST, You can ADD The Thing-a-ma-Bob to Your Order RIGHT NOW For ONLY $37.77!!! That’s a SAVINGS of OVER 50% OFF THE RETAIL PRICE, ONLY HERE AND NOW!!”

CLICK HERE TO ADD THE THING-A-MA-BOB TO MY ORDER!

CLICK HERE TO CONTINUE WITHOUT ADDING

The TIMING of THE UPSELL is CRITICAL because they are already in “BUYING MODE” and they don’t have to re-enter their credit card information!

Whether the PROSPECT does or does not order THE UPSELL, the next screen that comes up will CONGRATULATE THEM FOR THEIR ORDER.

AND WITH THAT MY FRIEND, AN INCREDIBLE TRANSFORMATION HAS JUST TAKEN PLACE:

YOUR PROSPECT HAS JUST BECOME YOUR CUSTOMER!!

We have WORKED ON THIS FROM PAGE 1 OF PART ONE!

LET’S ENJOY IT FOR A SECOND, FOR IT IS THE VERY REASON FOR THE ENTIRE EXERCISE !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

We started off in PART ONE discussing all of the GENERAL COMPONENTS that are CRITICAL TO YOUR SUCCESS.

We then proceeded to PART TWO, and we discussed EVERYTHING that SPECIFICALLY goes in to achieving YOUR DESIRED OUTCOME, WHICH IS TO GENERATE ENOUGH SALES TO MEET OR EXCEED YOUR DESIRED PROFIT.

THAT’S EXACTLY WHAT WE HAVE DONE !!!

WE HAVE SOLD OUR WIDGET X-100!!! AND WITH NO MORE EFFORT, WE MAY HAVE ALSO SOLD THE THING-A-MA-BOB TOO!

AHHH, THE SWEET SWEET TASTE OF SUCCESS !!!!!!

Imagine how you will feel when you achieve the amount of Visitors to Your Site that Your Business Plan calls for, the percentage of Prospects Your Business Plan calls for, and the Sale-To-Prospect Ratio that Your Business calls for!

YOU WILL THEN HAVE AN AUTOMATED, PROFIT GENERATING BUSINESS REQUIRING MINIMAL EFFORT ON YOUR PART!

AND MOST IMPORTANTLY, YOU NOW HAVE THE KNOWLEDGE TO KNOW HOW TO DUPLICATE THIS EFFORT TO CREATE ADDITIONAL SITES IF YOU SO CHOOSE TO GENERATE EVEN MORE INCOME!

YOU NOW KNOW WHAT IT TAKES TO BE SUCCESSFUL. YOU CAN APPLY YOUR MARKETING AND SALES EXPERIENCE TO ANY BUSINESS, BUILD A SOUND MARKETING PLAN, AND BUILD A SUCCESSFUL BUSINESS!

NO MATTER WHAT KIND OF A BUSINESS IT LOOKS LIKE IT IS, THE FACT IS THAT IT’S A SALES AND MARKETING BUSINESS WHOSE PURPOSE IS TO GENERATE PROFIT!

Now that You have made The Sale, let’s SELL MORE ITEMS TO THIS NEW CUSTOMER!

Assuming that:

  • You belong to Affiliate Programs for Related Products,
  • You have Other Products that are yours to sell that Do Not require an entire Sales Pitch, and/or
  • Products to which you have the Resell Rights

The Site will NOW DIRECT Your CUSTOMER to Your Shopping Cart Portion of Your Site.

This portion of Your Site will allow for Your Customer to Purchase Items that you are Selling, PLUS, it will allow for you to include a write-up to INTEREST Your Customer enough to Click on the Link to an AFFILIATE!

If Your Customer clicks on an item or items to Purchase, Your Site will take them to the Checkout Page, and they will re-enter their credit card information.

At this point, Your Site will follow the same layout as when Your Prospect purchased Your Initial Offer, which is to offer another UPSELL! Then Your Site will go to the CONGRATULATIONS page, advise them to PRINT THIS PAGE for their records, and proceed to a CLOSING PAGE.

The CLOSING PAGE does the Following:

  • Thanks Your Customer for their Patronage
  • Congratulates then on their Purchase
  • Advises them of specials, advertisement, highlighted links, or any information that you want them to leave your site with,
  • Includes an invitation to return at a specific time for a specific reason, and
  • Once again suggests that your customer saves your site to their “favorites” and has a simple link for them to do just that!

Remember, as we discussed in Chapter Nine, Your Customer is of TREMENDOUS VALUE to you in terms of being able to CONTINUE to Market Additional Products and Services through the use of Autoresponders to SELL ADDITIONAL OFFERS or SUGGEST ADDITIONAL AFFILIATES!

The SAME IS TRUE for Prospects. Once they come to Your Site and turn from a VISITOR into a PROSPECT, they are of GREAT VALUE to you as long as you can capture their First Name and Email Address before they leave Your Site.

Even if Your Site didn’t CLOSE THE SALE on Your First Interaction with Your Prospect, remember that you can CONTINUE TO MARKET THEM FOR FREE with the use of Autoresponders.

If the Prospect attempts to EXIT the Shopping Cart area, the next Page of Your Site is the Survey Page, where you give away something of VALUE in return for the Prospect’s input on how they felt about Your Site and Your Offer.

The CRITICAL PART OF THE SURVEY is the two questions that together gave you the REASON that the Prospect came to Your Site, and the REASON they didn’t buy from you.

Axiom Number Sixty-Two – THE REAL OBJECTION IS THE MOST CRUCIAL PART OF THE SALE.

If the Prospect leaves Your Site without you ever learning WHY, the odds of Selling that Prospect Your Offer is CONSIDERABLY LESS than if you KNOW WHY THEY DIDN’T BUY!

By encouraging Your Prospect to fill out the Survey in Return for something of Value that they can download (which by the way in part can point out the benefits of Your Offer!) you are asking them for their OBJECTION!

YOU CAN THEN PERSONALIZE YOUR AUTORESPONDER MESSAGES TO ADDRESS THIS PROSPECT’S SPECIFIC OBJECTION as we discussed earlier!!!

THIS IS AN INCREDIBLY USEFUL AND EFFECTIVE SALES TOOL!

Upon attempt to Exit, if Your Prospect doesn’t take the time to fill out the Survey, you’ll at least want to get them to SUBSCRIBE to the Newsletter so you have their First Name and Email Address.

The next screen that comes up will offer the Prospect A FREE NEWSLETTER FOR 1 YEAR, a $119.40 VALUE (Based on a SUBSCRIPTION RATE of $9.95 per month) ABSOLUTELY FREE FOR SUBSCRIBING RIGHT NOW!

You won’t get the Objection from Your Prospect this way, but you will still be able to build Your Opt-In list as we discussed in detail in Chapter Nine.

One other thing we should talk about is the SEQUENCE of Your Site. When a Visitor comes to Your Site, if they attempt to Exit at any time, the Site needs to bring up the SURVEY first, followed by Your NEWSLETTER SUBSCRIPTION offer, so you have 2 chances to capture their First Name and Email Address.

As you can see, the description of this FIRST CLASS SALES SITE is intricate, specialized, well thought out, and working in UNISON with the Principles of Sales as we discussed. Now you KNOW EXACTLY what you need in order to MAXIMIZE Your SALES-TO-PROSPECT RATIO.

AND ONLY BY KNOWING CAN YOU FINE-TUNE YOUR SITE TO MAXIMIZE ITS EFFECTIVENESS!

If you know how to program, you now have the layout to make Your Site the MOST EFFECTIVE it can be at its Fundamental Core

If you do NOT know how to program, then You will need to find the Services of a Web Designer and have them design a Site of this nature for you.

I wrote this Course to help you to have the KNOWLEDGE that you need in order to GENERATE YOUR DESIRED AMOUNT OF PROFIT.

I realized that like me, unless you knew how to program a complicated Site, you’d need to find a QUALIFIED WEB DESIGNER. This is not easy! Finding a GOOD, RELIABLE ONE that understands what you want, and gets it done in a reasonable amount of time, is NOT the easiest thing to do.

And, having a 30 or 40 page Web Site CUSTOM DESIGNED, building in ALL the features that you need PLUS the FLEXIBILITY for you to be able to have an UNLIMITED SHOPPING CART, is PRETTY EXPENSIVE and VERY TIME CONSUMING!

At the same time, ONE BIG REASON why so many New Businesses fail is because since money is usually tight at the start, they go into their new Business UNDERCAPITALIZED. And since they don’t have enough money to go into Business and do things the way they NEED to be done to be SUCCESSFUL, they can only go through the motions.

But if you don’t do the job the way it needs to be done, you will not get the results you are looking for. IN ORDER TO BE SUCCESSFUL, YOU NEED TO SET THE BUSINESS UP PROPERLY, FROM THE GROUND UP AND DO IT RIGHT THE FIRST TIME!

This means that you need to have ALL of the BEST TOOLS at Your Disposal. YOUR SITE, WHICH IS YOUR ONLY AND ULTIMATE SALES PERSON, HAS TO BE TOP NOTCH!

Axiom Number Sixty-Three SUCCESS DOESN’T HAPPEN BY ACCIDENT

SUCCESS IS THE RESULT OF HAVING A SOUND PLAN, AND OF EXECUTING THAT PLAN WITH RELENTLESSNESS.

When you create a SOUND PLAN, such as the detailed layout of the Sales Site that we just finishing developing, you CANNOT then put up a simple Site that is missing the features that Your Site needs to have, and expect to be SUCCESSFUL!

At the same time, for each person who reads this Course and decides to start their very own Internet Business to go out and try to find a Web Designer and pay thousands of dollars for their own Web Site and actually get what they need, is also unrealistic.

FORTUNATELY, I can offer you a Solution! I explained this situation to my Web Designer, and she was MOST HELPFUL. She arranged it so that I could BUY THE RIGHTS to the SITE that we just finished describing!

That means that the layout of the 30 to 40 page Site that we just finished working out, that would give you YOUR BEST OPPORTUNITY FOR SUCCESS, is available to you EXCLUSIVELY!

This means that you don’t have to worry about how you are going to go about putting Your Site together, because the work is already done!

We will discuss this in more detail in PART THREE of this Course.

THE SHOPPING SALES SITE

ANOTHER TYPE OF SITE IS A SALES SITE THAT SELLS OTHER FOLKS INFORMATION, PRODUCTS OR SERVICES. 

This type of Site is similar to the First Site that we just finished discussing, with the exception that if you do not have A UNIQUE INFORMATION, PRODUCT OR SERVICE to offer, you may not have to Sell Yourself first.

A Site of this nature would start out with the Same Logo, Sub Heading, Information line, and of course the principles of having 3 seconds Your Prospect’s attention still remain.

However, if you are offering SPECIAL ITEMS for sale from a supplier that you have arranged to Drop Ship to Your Customers, for example, then THAT’s what you’d want Your Prospect to see on Your HOME PAGE. In this case, you may want the “MORE ABOUT YOU” or “MORE ABOUT YOUR COMPANY” to be a Tab on the TOOL BAR because building Your Credibility is not crucial to Your Sale.

Remember though, in order to have a CREDIBLE SITE, you need to have a CREDIBLE OFFER. There needs to be a REASON WHY Your Prospect wants to come to Your Site, and what will keep Your Prospect INTERESTED in Your Site.

You need to decide whether you DO or DO NOT need to Sell Your Prospect on either YOU or YOUR BUSINESS FIRST, or whether they need to see YOUR OFFER FIRST.

By establishing a relationship with a Supplier where You can sell a product line, and then by going into another page where you can attach numerous Affiliates to Your Site, you can develop quite a nice Sales Site.

Make sure to apply all of the other techniques that we discussed in Site ONE above, of course, including your UPSELLS, Newsletter Subscription, and Save to Favorites.

This Site is easier to put together, and IF YOU HAVE IDENTIFIED A NICHE MARKET, could be very lucrative. But there needs to be SOMETHING UNIQUE. Whether its Your Newsletter or Ezine, or whether Your Site provides some type of Free Information, or whether Your SPECIAL OFFERS are REALLY THAT GOOD, Your Site needs to work in UNISON with ALL THE PRINCIPLES OF SALES that we discussed in detail.

FORTUNATELY, THE LAYOUT OF THIS TYPE OF SITE IS ALSO AVAILABLE EXCLUSIVELY, AS IS THE LAYOUT FOR SITE ONE, THE UNIQUE SALES SITE.

We’ll discuss this more in PART THREE as well.

 


THE “ASSISTANCE” SITE

The third and final type of Site that we need to discuss is NOT a SALES Site at all!

This Site is a Site that is of ASSISTANCE to an Internet Visitor in General. The idea of this Site is to do the same thing as a SALES SITE, which is to GENERATE TRAFFIC!

The Traffic BECOMES Your Asset as long as you capture their EMAIL addresses, because as you develop THOUSANDS of addresses, you can then do one of THREE THINGS:

  • SELL ADVERTISING on Your Site because You have HEAVY TRAFFIC
  • CONVERT YOUR SITE TO A SALES SITE now that You have Established Traffic
  • SELL THE SITE to another company that would LOVE To have a Site that has HEAVY, REPEAT TRAFFIC.

If you have an idea for an ASSISTANCE SITE, these are more Unique in appearance and varied in Design. This is the kind of Site that would be most effective if produced by a Professional Web Designer.

The PROFIT from this Site ONE YEAR after creating it could be PHENOMENAL! But for that First year, don’t expect to make much money from it. That’s the whole idea of this type of Site – to let it grow first, and THEN harvest the rewards.

If you have the foresight to see how lucrative developing a Site of this Nature can be, you can always develop a SALES SITE for yourself AND an ASSISTANCE SITE as well. The SALES SITE will generate income TODAY, and the ASSISTANCE SITE will build a potentially HUGE INCOME in the Future.

Depending on how the ASSISTANCE SITE is designed, you may be able to draw thousands of Visitors to that Site, and ADVERTISE YOUR SALES SITE ON THAT ASSISTANCE SITE!

This way, whatever it costs you per month to Operate that Site is not lost because the ADVERTISING will drive Visitors to Your SALES SITE!!!!

For food for thought, let me share with you what I have done in this regard.

As you know, the Site that I operate is www.All-About-Business.com  and the Site that my lovely wife operates is www.All-About-Home-And-Family.com.  Kathey Jo’s Site is a GREAT SITE FOR THE LADIES! Free Recipes, Helpful Household hints, Advice, Gossip, Classified Ads, Specials of the Week, and Shopping Sites that are listed by Category for EVERYTHING for HOME and FAMILY in order of “Thrifty”, “Moderate” and “Sky’s The Limit”. With ALL of her Years Cooking, Caring for people with special circumstances, and being a Professional Purchasing Agent, this Site was a NATURAL for her!

Anyway, aside from the two “ALL-ABOUT” Sites, we have a THIRD SITE called www.The-Net-Directory.com. Instead of going to a Search Engine, entering “INTERNET BUSINESS” and having a search give you “1 of 10 of 2,000,000,000 choices in 1/2 a second, I had an idea.

My idea was to pull up THE-NET-DIRECTORY, enter your keywords, say “INTERNET BUSINESS”, and then enter 3 CRITERIA for the Search:

.COM companies only, .NET companies only, etc. or all Sites

Over 1 year in Business, Over 2 years in Business, Over 3 years, etc. all Sites

A rated, B rated, all Sites (there are services on the Net that rate businesses based on customer surveys)

This means that by using the NET DIRECTORY, you can get INTERNET BUSINESS information from .COM companies only that are 3 years minimum in Business and have an A rating only.  I thought this would be more helpful to an Internet Visitor than a list of 2 MILLION possibilities!

I used the principles for Marketing in Chapter Nine that applied to this type of Site, and then I added one:

A $25 PER DAY GIVEAWAY!

All a person has to do is to check the Site every day to see if they won, because they have 24 hours to claim their prize. The Site is COMPLETELY Automatic, so it requires no work to maintain.

The Site generates a TON of Traffic. And both WWW.ALL-ABOUT-BUSINESS.com and WWW.ALL-ABOUT-HOME-AND-FAMILY.com are ADVERTISED on WWW.THE-NET-DIRECTORY.com !

The Site is FREE to the user, AND FREE to the Companies listed!

Of course, THE-NET-DIRECTORY has joined EVERY AVAILABLE AFFILIATE PROGRAM FOR EVERY BUSINESS ON THE DIRECTORY!

Can you see the Wisdom in having an ASSISTANCE SITE to COMPLIMENT YOUR SALES SITE and GROW TO POTENTIALLY ENORMOUS PROPORTIONS?

In Chapter One, Page One, we started by saying that SUCCESS STARTS FIRST AND FOREMOST IN ONLY ONE PLACE- BETWEEN YOUR EARS.  HOW TRUE IT IS!!

The layout for a Directory Type of a Site is also EXCLUSIVELY available. We will talk about ALL THREE TYPES OF SITES IN MORE DETAIL in PART THREE of the COURSE.

Sales Verbiage And Closing Techniques

Let’s recap where we are right now in terms of the Creation of Your Sales Site. At this point, you have attracted a Visitor to Your Site, and you have done all you can do to Maximize the Percentage of Visitors that are PROSPECTS.

You have that Prospect right where you want them:

IN FRONT OF YOUR BEST SALES PERSON – YOUR SITE!

You have established that:

  • YOUR OFFER HAS MERIT,
  • YOUR OFFER HAS VALUE,
  • THEY NEED TO ACT NOW, AND
  • WHY THEY HAVE NO RISK

And we’ve answered the Two Questions:

“WHAT DO I THINK OF THIS OFFER?” and “HOW DO I FEEL ABOUT THIS OFFER?”

We NOW have the FOUNDATION OF KNOWLEDGE from which to begin, as well as an awful lot to add, to arrive at a STRONG SALES SITE.

Axiom Number Fifty-Six – THERE ARE AT LEAST 10 SALES THAT MUST BE MADE IN EVERY SALE:

Making a SALE is a Step-By-Step Process, as you will see. If you rush it, you will LOSE Sales. If you skip some steps or do them poorly, you will LOSE Sales. But if you make an EFFECTIVE PRESENTATION, then YOUR PROSPECT WILL VOTE THAT THEY LIKED IT BY PURCHASING YOUR OFFER!

HERE ARE THE 10 SALES IN EVERY SALE:

Sale Number 1 – SELL YOUR PURPOSE CLEARLY IN 3 SECONDS

Sale Number 2 – SELL CLARITY AND DEVELOP INTEREST PAR. 1

Sale Number 3 – SELL YOURSELF – CREDIBLE AND BELIEVABLE

Sale Number 4 – SELL THE NEED

Sale Number 5 – SELL THE SOLUTION

Sale Number 6 – SELL THE PRICE

Sale Number 7 – SELL THE PERCEIVED VALUE

Sale Number 8 – SELL THE NO-RISK

Sale Number 9 – SELL THE CREDIBILITY WITH TESTIMONIALS

Sale Number 10-SELL THE LOGIC AGAIN WITH RECAP ON P.S.

WE WILL DISCUSS THESE NEXT TWO SALES NEXT!

Sale Number 11-SELL VIA ALTERNATE-CHOICE CLOSE IF NEEDED

Sale Number 12 – SELL VIA TAKE-AWAY CLOSE IF NEEDED

Sale Number 1 – SELL YOUR PURPOSE CLEARLY IN 3 SECONDS

REMEMBER THAT YOU’VE GOT THREE SECONDS TO MAKE ENOUGH OF A POSITIVE IMPRESSION UPON YOUR PROSPECT FOR THEM TO CONTINUE TO READ ON.

Your Site will open to a HEADING, SUB-HEADING, and INFORMATION LINE that CLEARLY DESCRIBES WHAT THE BENEFIT OF THIS SITE IS TO THE PROSPECT and Develops enough Interest to Direct The Prospect to Read the FIRST PARAGRAPH!

You have made your FIRST SALE! Your have SOLD Your Prospect on Staying and Reading the first paragraph. You have obviously informed, entertained and inspired the Curiosity of Your Prospect enough for him/her to continue.

Sale Number 2 – SELL CLARITY AND DEVELOP INTEREST PAR. 1

Your FIRST PARAGRAPH has to be clear, concise, and MOST OF ALL, it MUST BE OF INTEREST TO YOUR PROSPECT! Remember, Your Prospect is in charge of his/her own mouse and can click off at any time. If you are boring, verbose, or vague, you are sending a message that you are not offering anything CRISP, SHARP or WORTH Your Prospect’s time!

Sale Number 3 – SELL YOURSELF – CREDIBLE AND BELIEVABLE

Your purpose is to Establish Yourself as the EXPERT so Your Prospect says to themselves “THE OFFER FROM THIS INDIVIDUAL COULD BE VALUABLE TO ME – I BETTER READ ON!”

The purpose of Your Profile is to SELL the Prospect on YOU. Once you have developed Yourself as Both CREDIBLE AND BELIEVABLE, you have made your SECOND SALE.

You don’t want Your Copy to go on for too long, but you don’t want to be too short either. What I did on My Site is I wrote a bit about myself, and then I gave the Prospect a “MORE ON ROB” button and had a 30 year Associate of mine write a biographical background piece on me. This way, if a Prospect wanted more of a Comfort level with me personally, they could go to that second page. If the one page was enough for them, they could go on to the Sales Presentation.

Whether they chose to go to MORE INFO or to The OFFER, they were NOT making the choice to EXIT the Site! When either choice is an ACCEPTABLE CHOICE from the Perspective Your Prospect that Your Prospect is moving closer to the Final Sale, this Technique is called an “ALTERNATE-CHOICE CLOSE.”

At this point, the Prospect has entered the Site, and has been impressed enough in the First Three Seconds to decide to read the First Paragraph. They’ve read that First Paragraph and it set a tone of No Nonsense, Interest and Value, so the Prospect is now reading with an Interest. They are now Sold on YOU so they are Interested in hearing what you have to say. So now they either roll into your Sales Presentation, if you have just one item to Sell, or, they roll to a “Choice” section where they choose which item is of Interest to them.

This is known as doing a “warm-up”. Before you begin the portion that addresses what they THINK of Your Offer, you have first warmed up their FEELINGS regarding how RECEPTIVE they feel about entertaining an Offer that comes from YOU based on what they now know about You.

YOU NOW HAVE YOUR PROSPECT IN THE PROPER FRAME OF MIND TO LISTEN TO YOUR OFFER!

Axiom Number Fifty-Seven – IT IS CRITICAL THAT YOUR PROSPECT IS IN THE RIGHT FRAME OF MIND WHEN THEY HEAR YOUR OFFER.

If they “Buy You”, meaning that they Accept Your Credibility and Believability enough to read on, you have an EXCELLENT CHANCE of Making the Actual Sale. The purpose of Sale One and Two is to keep the Prospect at Your Site long enough for you to Sell YOURSELF to them. Only at THIS POINT, does “The” Prospect become “YOUR” Prospect.

Sale Number 4 – SELL THE NEED

You are now ready to pose the Situation that you wish to Address that is of Concern or Interest to your Prospect. Take Your Time building your case, but do not intentionally belabor the point. In other words, say everything you need to say in a Clear and Concise manner so Your Prospect can CLEARLY UNDERSTAND what the Concern is that you are Addressing.

After you have addressed this Concern adequately, and in Your Prospect’s mind you have ESTABLISHED A NEED, THEN AND ONLY THEN are you ready to Propose a Solution.

Sale Number 5 – SELL THE SOLUTION

Whenever possible, YOUR SOLUTION should be the THIRD ONE you propose. For example:

“Now there are Three Ways to deal with this situation. One way is for you to ignore it and hope that it will go away. But I seriously doubt that that will work for any length of time!

“A second way is to look for something that will do A, B and C so you can minimize the problems you have to deal with as a result of this situation.”

“Or, you can find a Product that will do A, B, C, D, and E for you. (Itemize the benefits to the Prospect of A, B, C, D, and E.) That would be WONDERFUL, wouldn’t it?”

“What if I showed you a Product that will NOT ONLY do A THROUGH E for you, it will ALSO DO X, Y AND Z TOO!! SOUND TOO GOOD TO BE TRUE?”
Well I am PROUD TO TELL YOU that BASED ON MY _____ YEARS IN THIS FIELD, I CAN PROUDLY RECOMMEND THE BEST PRODUCT ON THE MARKET – IT WILL DO ALL THIS AND MORE!”

What you have done so far is this:

You have just COMBINED the STRUCTURE OF THE SITE, PLUS the VERBIAGE OF THE SITE, to be IN SYNC WITH THE DYNAMICS AND THE PSYCHOLOGY OF THE MAKINGS OF A SALE!

THIS MY FRIEND, IS A BEAUTIFUL, BEAUTIFUL THING!!

YOU’VE JUST MADE YOUR FIFTH SALE – YOU’RE HALFWAY HOME!

Sale Number 6 – SELL THE PRICE

What you need to do now is to justify why the Sales Price of this Product should be a MUCH HIGHER AMOUNT than you are charging for it. The simple fact here is that EVERYONE likes to feel like they are getting a GOOD VALUE, a GOOD DEAL, on whatever it is that they are buying.

By Building up the PERCEIVED VALUE, when you DO get to the REAL PRICE, the Prospect will “FEEL” more like they are getting a GOOD DEAL, and therefore the PRICE of the item will not be a reason why Your Prospect didn’t buy Your Offer. So it will go something like this:

“Now how much would you expect to pay for a Widget of this type? You’ve probably seen similar Widgets for $329 and frankly, they LOOK like they MIGHT do the job, but we all know they don’t do everything we want them to do. In fact, they don’t even CLAIM to be able to do A, B, and C.

For the Product that you are being offered today, we could EASILY charge $495 and get it all day long, because its WELL WORTH THE MONEY. But what we want do, for a limited time only, is to put 1000 of these Fabulous Machines on the streets as quickly as possible and get feedback from the new owners of how much they LOVE THEM! THEREFORE, here’s our SPECIAL, ONE TIME, LIMITED TIME OFFER –

 

 

Solve the problem of A, B, and C BY OWNING THE BEST PRODUCT ON THE MARKET FOR THIS EXACT PURPOSE-

THE WIDGET X-100!

In return for your feedback of how you like it, INSTEAD of $495, or $395, or EVEN $295, RIGHT NOW YOU CAN ORDER THIS WIDGET X-100 FOR THE INCREDIBLY LOW PRICE OF ONLY $198 !!!

THAT’S OVER 50% OFF THE RECOMMENDED SALES PRICE!!!

Obviously, we cannot do this FOREVER! In fact, I can’t promise that we will be able to do this TOMORROW because at THIS PRICE, we’ll probably be out of stock before very long!!!

THE TIME HAS NEVER BEEN BETTER THAN RIGHT NOW to OWN YOUR VERY OWN WIDGET X-100!!!

–  Do you FEEL the EXCITEMENT BUILD in the Course of the Copy??? IF you don’t I GUARANTEE that your Prospect WON’T, either!

Axiom Number Fifty-Eight IN ORDER FOR A SALE TO BE MADE, THE ONE THING THAT MUST BE PRESENT IS EMOTION!

If Your Prospect were wishy-washy about Your Offer, WHY would they reach into their pocket to get the credit card out?

THE ONLY REASON PROSPECT PLACES AN ORDER IS BECAUSE THE PROSPECT HAS A DESIRE FOR YOUR OFFER.

A COMBINATION OF STRUCTURE AND VERBIAGE IN UNISON WITH THE DYNAMICS AND THE PSYCHOLOGY OF THE MAKING OF A SALE CREATE THAT DESIRE!

NO EMOTION = NO DESIRE = NO SALE. YOU CAN BET IT ALL ON THAT!

Sale Number 7 – SELL THE PERCEIVED VALUE

Okay, we have SOLD the PRICE. Next we need to make INCREASE THE PERCEIVED VALUE. This is the same principle that has been around for many years. Its been used on TV for everything from Ginsu knives to portable sewing machines: “You get the regular knives, the steak knives, the bread knives, and the butter knives, a $49.99 value – all for the one low price of only $19.99– BUT WAIT THERE’S MORE!

The “BUT WAIT THERE’S MORE” is known as PACKING VALUE.

It goes like this:

“AS EXCELLENT OF AN OFFER AS THIS ONE IS, TO OWN THE WIDGET X-100 FOR OVER 50% OFF, IT GETS EVEN BETTER AND HERE’S WHY! FOR THE FIRST HUNDRED ORDERS WE ARE GIVING AWAY A COMPLIMENTARY X-100 THING-A-MA-JIG! THIS THING-A-MA-JIG MAKES DOING A, B, AND C EVEN FASTER AND EASIER!

YOU’LL ALSO RECEIVE THE DO-HICKEY WHICH IS PERFECT FOR THOSE HARD TO REACH PLACES! SO YOU GET THE WIDGET X-100 FOR ALL OF YOUR BLANK NEEDS,

PLUS FOR ORDERING TODAY YOU GET THE X-100 WHACHA-MACALLIT TO MAKE IT EVEN EASIER TO DO Tasks D AND E!

AND THIS INCREDIBLE PACKAGE IS ALL YOURS FOR THE UNBELIEVABLE LOW PRICE OF ONLY $198 WHILE SUPPLIES LAST!”

We have just DEVELOPED URGENCY!

We have packed the value and done all we can do to Sell the Prospect on the VALUE of purchasing Your Product.

Sale Number 8 – SELL THE CONCEPT OF NO-RISK

“Now because I want you to SEE FOR YOURSELF how INCREDIBLE the WIDGET X-100 ACTUALLY WORKS, LET ME PUT YOUR MIND TOTALLY AND COMPLETELY AT EASE.

OUR IRON CLAD GUARANTEE:

IF AT ANY TIME, IN THE NEXT WHOLE ENTIRE YEAR, YOU FEEL FOR ANY REASON WHATSOEVER THAT THE X-100 IS NOT EVERYTHING I SAID IT IS AND MORE, SIMPLY RETURN IT FOR A FULL REFUND, NO QUESTIONS ASKED!

HOW’S THAT FOR CONFIDENCE IN OUR PRODUCT!”

Based on how your verbiage is flowing, YOU determine when to utilize your Testimonials. Testimonials are beneficial because Your Prospect KNOWS that YOU are going to say that the X-100 is INCREDIBLE. They’d like to know how other folks that are JUST LIKE THEM feel about the X-100.

Sale Number 9 – SELL THE CREDIBILITY WITH TESTIMONIALS

For your piece of mind, here’s what just THREE of the THOUSANDS of SATISFIED OWNERS of the WIDGET X-100 have to say!

“I can’t believe how easy it is to do A, B, and C” There was a time when this was a dreaded task – but NO MORE!”  J.B. Atlanta, Georgia

“I used to hope my wife did A, B, and C because frankly, I hated that job. But, with the WIDGET X-100 its fast, its easy, and MOST OF ALL, I get BIG POINTS for helping my wife around the house!”  L.F. San Diego, Ca.

“I don’t know what I ever did before I had the WIDGET X-100. But I will NEVER be without a WIDGET X-100 AGAIN! WHAT A WONDERFUL BENEFIT TO OWNING THIS WIDGET! – MY LIFE IS 100 TIMES EASIER!”  S.G. Smithtown, N.Y.

This is TRULY an INCREDIBLE PRODUCT! CLICK HERE TO ORDER NOW! Your WIDGET will be shipped within 24 hours of receipt of the order! CLICK HERE NOW!

These are what Folks JUST LIKE YOU have to say about the INCREDIBLE WIDGET X-100! ISN’T IT TIME YOU MADE YOUR OWN LIFE EASIER? CLICK HERE RIGHT NOW TO HAVE YOUR WIDGET X-100 SHIPPED RIGHT TO YOUR DOOR!”

Thank you in advance for your order.

Sincerely,
John Smith

Widget-Master

 

SALE NUMBER 10: RESELL THE OFFER WITH RECAP ON P.S.

At this point we will use a P.S. that Recaps the following:

  • The Problem
  • The Solution
  • The Price
  • The Perceived Value
  • The No-Risk
  • The Testimonials

P.S. Remember, this WIDGET X-100 will do A, B, C, D, and E, PLUS X, Y AND Z. By ordering TODAY, you are getting THREE BONUSES:

  • The X-100 THING-A-MA-JIG TO MAKE A, B, and C EVEN EASIER,
  • The DO-HICKEY for those HARD TO REACH AREAS and
  • The WHACHA-MACCALIT to make Tasks D AND E A BREEZE!

Normally we’d sell JUST THE WIDGET X-100 FOR $495, but for TODAY’S SPECIAL,

YOU GET ALL FOUR!

  • THE WIDGET X-100, PLUS!
  • THE X-100 THING-A-MA-JIG PLUS!
  • THE DO-HICKEY                      PLUS!
  • THE WHACHA-MACALLIT

ALL FOR THE INCREDIBLY LOW PRICE OF ONLY $198 !!! AND THAT’S WITH A FULL, ONE YEAR, NO QUESTIONS ASKED, MONEY BACK GUARANTEE !!!!  You’ve heard what folks JUST LIKE YOU Had to Say!!!   CLICK HERE TO ORDER NOW!!!

P.P.S REMEMBER, THIS OFFER IS LIMITED TO SUPPLIES ON HAND. ORDER RIGHT NOW TO MAKE SURE YOU DO NOT MISS OUT ON THIS INCREDIBLE OFFER! CLICK HERE TO ORDER RIGHT NOW!

I should mention that P.S. stands for “Post Script”, which comes after the script has been completed. P.P.S. stands for “Post, Post Script” meaning it comes after the Post Script. If you wanted to add a third message, you could add a P.P.P.S.

Such as:

P.P.P.S. I just wanted to give you MY PERSONAL WORD THAT THE WIDGET X-100 REALLY IS AS INCREDIBLE AS WE HAVE TOLD YOU THAT IT IS!!  CLICK HERE TO ORDER RIGHT NOW!

Now Your Prospect is going to do one of two things:

  • PLACE AN ORDER or
  • ATTEMPT TO EXIT

This is NOT GOOD, because Choice Two means you did not sell this Prospect your Offer! So, let’s increase the odds in YOUR FAVOR:

At the end of the Presentation, if the Prospect Places an Order, that’s GREAT!

If however, the Prospect does NOT Place an Order, We’re JUST GETTING STARTED!

Remember, Every time a Prospect says “NO”, they are really saying, “NOT YET, make me feel more comfortable.” Otherwise, they wouldn’t be continuing to read! It is NOW YOUR SIGHT’S JOB TO CLOSE THESE PROSPECTS!

YOUR PROSPECT WANTS TO BUY- HELP THEM!

Let’s explore EXACTLY HOW TO CLOSE THE SALE!

We now turn our attention to Sale 11 and Sale 12.

Sale Number 11-SELL VIA ALTERNATE-CHOICE CLOSE IF NEEDED

By giving Your Prospect the OPTION to get MORE INFORMATION at the bottom of the Presentation, they now have two choices facing them:

  • PLACE AN ORDER or
  • CONTINUE READING MORE INFORMATION

ISN’T THIS A MUCH BETTER SECOND CHOICE??? YOU BET! THE PROSPECT IS STILL AT YOUR SITE WHERE YOU STILL HAVE A CHANCE TO MAKE THEM A FIRST TIME BUYER!!!! THAT’S THE WHOLE PURPOSE OF THE SALES SITE, REMEMBER? TO SELL!!!!!!!!

The bottom of the screen will look like this:

CLICK HERE TO ORDER NOW                       MORE INFORMATION

Rather than purchasing, Your Prospect is not yet totally convinced so they choose “MORE INFORMATION.”

What this Prospect just said to you is NOT “NO”. What this Prospect just said is “NOT YET”! This Prospect is saying “Look, I am INTERESTED or I would have moved on, but I am not yet comfortable enough to make the Decision to purchase. PLEASE HELP ME TO MAKE THIS DECISION BECAUSE I WANT YOUR OFFER BUT I AM HESITANT.”

Your Prospect can only be hesitant for TWO REASONS:

EITHER THEIR LOGIC/REASON HAS RAISED A QUESTION, or

THEIR EMOTION/FEELING HAS RAISED A QUESTION.

And you do NOT know which one it is!!

BUT, you DO HAVE THEIR ATTENTION, so you now have the opportunity to RESELL THEM ON ALL THE PERTINENT FACTS!

This means that you have the opportunity to Recap the reasons why this WIDGET X-100 is a WISE PURCHASE, and that the PRICE is JUSTIFIED. This appeals to their sense of LOGIC and REASON.

You ALSO have the Opportunity to Recap the reasons why they can FEEL GOOD making the purchase through additional testimonials and by reiterating the NO-RISK guarantee! This appeals to their sense of EMOTION and FEELING.

Then, by writing with the ASSUMPTION that you have answered their concerns, you can simply move forward with the direction for the Prospect to ORDER, and you top it off with some URGENCY, as in “CLICK HERE TO ORDER NOW!”

Let’s try writing the copy for this first REBUTTAL page:

“You know, sometimes I am asked if there is anything that the WIDGET X-100 CANNOT DO!!

And I always say “it doesn’t do WINDOWS!!”

Seriously, for the past SIX YEARS, the WIDGET X-50 has been the MAINSTAY of the ENTIRE INDUSTRY.

NOW, the MOST EXCITING ADDITION to this industry TRULY IS the WIDGET X-100.

Let me share with you some more UNSOLICITED TESTIMONIALS from EVEN MORE FOLKS JUST LIKE YOU that have had the OPPORTUNITY to ENJOY THE BENEFITS of the WIDGET X-100:”

“I never thought I’d ever take the time to write to any company about their product. But this WIDGET X-100 has made my life SO MUCH EASIER I can’t believe it. Keep up the good work you guys!”  K.D. Denver, Colorado

“I’ve owned the WIDGET X-100 for 9 months now, and EVERY TIME I use it, I am so glad I bought it. It not only used to take me THREE TIMES AS LONG to get the job done, but I dreaded it because it was a CHORE.

Now I look forward to it because the WIDGET X-100 makes it easy to accomplish the task, and in 1/3 the time!”  T.Y. Chicago, Illinois

“I bought the WIDGET X-50 when it came out about 5 years ago. It gave me 5 years of TOTALLY RELIABLE SERVICE. So when the WIDGET X100 came out, I mentioned that it would make a GREAT Christmas gift, and I guess Santa heard me. THANKS SANTA for making my life THAT MUCH EASIER!”  J.G. Salt Lake City, Utah

Its pretty clear that the WIDGET X-100 is a well designed, well thought out piece of equipment that will make your life easier, get the task done in less time, and leave you feeling good too. The price of the WIDGET X-100 will NEVER BE LOWER and will NOT be ONLY $198 for long!

But ONE THING is for certain:

NOW IS THE TIME TO BUY ONE, because you’ve got NOTHING AT ALL TO LOSE. THERE IS NO RISK FOR YOU because of our ONE-YEAR 100% MONEY BACK GUARANTEE if you are not ABSOLUTELY DELIGHTED!

We ship within 24 hours, and it takes just 3 days for Delivery, so YOU WILL HAVE YOUR WIDGET X-100 IN YOUR HANDS WITHIN 5 DAYS!

CLICK HERE TO ORDER NOW!                   FOR MORE INFORMATION

As you can see, here’s what we have done:

  • We RESOLD THE BENEFITS to the Prospect,
  • We RESOLD how they FEEL about it,
  • We RESOLD what they THINK about it,
  • We RESTATED that there is URGENCY to the Offer,
  • We ASSUMED that they will now buy, and
  • We CALLED FOR ACTION on their part.

This gave us a good second chance to Close this Sale. But there always exists the possibility that for whatever reason, the person still isn’t convinced. If there was no “MORE INFORMATION” at the bottom of this rebuttal page, the Prospect would have to choose “YES” or “NO” with regards to the purchase. But since there is another page for MORE INFORMATION, if the Prospect is not convinced enough to purchase, but interested enough to keep reading, then Your SITE might as well KEEP SELLING!!

Before we go further, here’s a little CONVENTIONAL WISDOM when it comes to Sales. It takes 7 “NO’s” to get to a “YES” on average in Sales. This means that if in Your Sales Presentation, before you get to the REBUTTALS, you ask for the Prospect to “Click Here to order NOW” in one way or another, 7 times, then you will have asked enough on average for the Prospect to say “YES”.

Averages however, are deceiving. It could take asking a Prospect just 3 times to get them to say “YES”. It could take 20 times to get them to say “YES”!

Axiom Number Fifty-Nine – EVERY “NO” FROM YOUR PROSPECT IS ONE STEP CLOSER TO A “YES”!

THE MORE TIMES YOU ASK FOR THE SALE, THE MORE TIMES YOU WILL GET A SALE! So after you have written your copy, BE CERTAIN to go back through and MAKE SURE THAT you ASKED for ACTION SEVEN TIMES in the body of Your Sales Presentation, and SEVEN TIMES During the Course of Each “MORE INFORMATION” page, which is called a Rebuttal.

Axiom Number Sixty – WHEN IT COMES TO ASKING FOR THE SALE, DO NOT BE SHY!!

To recap, at the bottom of the Sales Presentation, we gave the Prospect an ALTERNATE-CHOICE CLOSE, which was to “ORDER NOW”, or “MORE INFORMATION.”

If the Prospect asked for “MORE INFORMATION”, we then proceeded to SALE 11, which is a REBUTTAL that RESELLS THE PROSPECT on the TWO QUESTIONS, “WHAT DO THEY THINK ABOUT THE OFFER” and “HOW DO THEY FEEL ABOUT THE OFFER”.

At the end of this Rebuttal, we AGAIN use the ALTERNATE CHOICE CLOSE of “ORDER NOW” or “MORE INFORMATION.”

As a matter of timing, the “MORE INFORMATION” choice should be to Continue to EDUCATE the Prospect on WHY this SUCH a GREAT Offer, giving the Prospect MORE INFORMATION upon which to base their decision to PURCHASE.

But I would only do this for a SECOND TIME. If you get into the habit of continuing “MORE INFORMATION” screens forever, TOO MUCH INFORMATION IS JUST AS BAD AS NOT ENOUGH INFORMATION!

An EXCELLENT EXAMPLE of this principle can be demonstrated in the case of selling Shoes. A Prospect is looking at a pair of shoes in Yellow and a second pair in White. The Prospect says to the Salesperson, do you have them in Beige also? The Shoe Salesmen has two choices. He can say “YES” and go get the Third Pair in Beige, or he can say “YES, out of THESE TWO pair, which do you PREFER, the White or the Yellow?”

This encourages the Prospect to make a DECISION between the Two choices, White and Yellow. Well, if the Prospect CANNOT DECIDE between the White and the Yellow, her decision will be THAT MUCH HARDER when Beige is added. Add two or three or four more pair of shoes to the Decision, and the Prospect may walk out of the store with NO SHOES at all because she just COULDN’T DECIDE.

So, you want Your Site to provide an EXCELLENT SALES PRESENTATION, asking for a CALL TO ACTION SEVEN TIMES. If the Sale was NOT MADE at that point, you then want to Offer a REBUTTAL PAGE, and RESELL Your Prospect on the all the CRITICAL POINTS as we just discussed above:

  • That it’s a WISE PURCHASE and
  • That the PRICE is JUSTIFIED.

This appeals to their sense of LOGIC and REASON.

  • Opportunity to offer Additional Testimonials and
  • Reiterate the NO-RISK Guarantee!

This appeals to their sense of EMOTION and FEELING.

  • Write with the ASSUMPTION that you have answered their concerns
  • Continually Direct the Prospect to ORDER, and
  • Make sure to CREATE URGENCY, as in “CLICK HERE TO ORDER NOW!”

If the Prospect chooses “MORE INFORMATION” a SECOND Time, The SECOND REBUTTAL should be STRONGER, almost as if there is NO OTHER INTELLIGENT CHOICE BUT TO TAKE ADVANTAGE OF THIS OFFER. OTHER THAN STRENGTH OF COPY, IT SHOULD FOLLOW THE SAME FORMAT.

“Well, since you are still reading, it means that you are VERY INTERESTED in purchasing the WIDGET X-100 but you’re just a bit hesitant.

LET ME PUT YOUR MIND AT EASE RIGHT NOW.

For the ACCOMPLISHMENT of Tasks A-E and X-Z, you do have SEVERAL CHOICES.

  • You can of course continue to do these tasks the way you’re doing them right now. I suspect though that if you were HAPPY doing it that way; you wouldn’t be looking for a BETTER WAY!
  • You can purchase one of the LESS EFFICIENT PRODUCTS on the Market and take a little longer and work a little harder to get the task done.

OR!

  • You can let the WIDGET X-100 HELP YOU TO GET THE JOB DONE IN LESS TIME, WITH LESS EFFORT, FOR LESS THAN HALF OF ITS SUGGESTED RETAIL PRICE!

Remember the ADDITIONAL BENEFITS of the X-100 THING-A-MA-JIG to make tasks A, B AND C EVEN EASIER!!!

The DO-HICKEY is STRICTLY for those HARD TO REACH PLACES! It ALONE is worth $49, and once this offer ENDS, it will NOT BE OFFERED AGAIN! That’s a PROMOTIONAL ONE-TIME OFFER!

And the WHACHA-MACALLIT will Help You to FLY RIGHT THROUGH TASKS D AND E WITH EASE!

The FACT is that THOUSANDS of people do this task regularly. The HAPPY ONES, the SMART ONES, THEY are doing it with the WIDGET X-100. You’ve read what some of them have to say:

“I can’t believe how easy it is to do A, B, and C” There was a time when this was a dreaded task – but NO MORE!”  A.Z. Washington D.C.

“I used to hope my wife did A, B, and C because frankly, I hated that job. But, with the WIDGET X-100 its fast, its easy, and MOST OF ALL, I get BIG POINTS for helping my wife around the house!” O.W. Miami, Florida

“I don’t know what I ever did before I had the WIDGET X-100. But I will NEVER be without a WIDGET X-100 AGAIN! WHAT A WONDERFUL BENEFIT TO OWNING THIS WIDGET!” P.L. Dallas, Texas

“I never thought I’d ever take the time to write to any company about their product. But this WIDGET X-100 has made my life SO MUCH EASIER I can’t believe it. Keep up the good work you guys!” J.W. Cincinnati, Ohio

“I’ve owned the WIDGET X-100 for 9 months now, and EVERY TIME I use it, I am so glad I bought it. It not only used to take me THREE TIMES AS LONG to get the job done, but I dreaded it because it was a CHORE. Now I look forward to it because the WIDGET X-100 makes it easy to accomplish the task, and in 1/3 the time!” D.S. Salem, Oregon

“I bought the WIDGET X-50 when it came out about 5 years ago. It gave me 5 years of TOTALLY RELIABLE SERVICE. So when the WIDGET X100 came out, I mentioned that it would make a GREAT Christmas gift, and I guess Santa heard me. THANKS SANTA for making my life THAT MUCH EASIER!”  E.H. Phoenix, Arizona

Remember that THERE IS NO RISK TO ORDERING! You have a ONE-FULL YEAR 100% MONEY BACK GUARANTEE IF THE WIDGET X-100 IS NOT EVERYTHING WE SAY IT IS AND MORE.

THE WIDGET X-100                    ($495 VALUE)

THE X-100 THING-A-MA-JIG    ($  69 VALUE)

THE DO-HICKEY                         ($  49 VALUE)

THE WHACHA-MACALLIT       ($  49 VALUE)

————————————————————

$662 VALUE!!!

FOR THE AMAZINGLY LOW PRICE OF ONLY $198 FOR ALL THREE!

DO NOT MISS OUT ON THIS FANTASTIC OFFER!!!!!!!

ORDER NOW!!

YES I WANT THE PACKAGE OF ALL THREE OF THESE FABULOUS ITEMS FOR ONLY $198 WITH A FULL ONE-YEAR 100% MONEY BACK GUARANTEE!!

CLICK HERE TO ORDER NOW!                           MORE INFORMATION

At this point, you have made an EXCELLENT SALES PRESENTATION to Your Prospect. You have made an EXCELLENT FIRST AND SECOND REBUTTAL to Your Prospect.

You have DIRECTED Your Prospect to ACTION 21 TIMES, 7 on Your Presentation, and 7 on each of the TWO Rebuttals. If there was a Sale to be had, you did JUST ABOUT EVERYTHING YOU COULD DO to get it!!

JUST ABOUT EVERYTHING, but NOT QUITE EVERYTHING. And now, the TAKE-AWAY!

Sale Number 12 – SELL VIA TAKE-AWAY CLOSE IF NEEDED

The Take-away is the Science of Using Reverse Psychology. When you are pushing a Prospect in the Direction of getting them to Take Action, their automatic defense mechanism will be to resist. That’s why it is SO IMPORANT to follow each of 10 Steps of the Sale, so that the Prospect feels like they are making their Own Decision and not being forced into something.

Some Prospects need that EXTRA PUSH however. A Prospect who didn’t make the Decision to Buy AFTER reading the Sales Presentation AND Two Rebuttals, AFTER being directed to a CALL TO ACTION 21 Times, and yet is STILL READING to get to your LAST REBUTTAL, is telling you that they WANT TO BE CONVINCED!

However, up until NOW, Your Best Efforts did not result in the Prospect’s Action to PURCHASE, so its time to take a different tact. This is where the Take-Away can Close the Sale where another standard Rebuttal may have no more Success than the first two rebuttals.

THE TAKE-AWAY.

The Take-Away works best when preceded by a SUMMARY-CLOSE. A SUMMARY-CLOSE is a LISTING of ALL THE FEATURES AND BENEFITS OF YOUR OFFER TO YOUR PROSPECT. THEN, AFTER YOU SUMMARIZE ALL OF THE FEATURES AND BENEFITS, YOU THEN TAKE IT AWAY FROM YOUR PROSPECT.

This Psychological REVERSAL is often enough to TIP Your Prospect to TAKE ACTION!

“Well, You have looked at the BEST FEATURES of the WIDGET X-100.

  • It is RELIABLE
  • It is STURDY
  • It is GOOD FOR TRAVEL
  • It is INEXPENSIVE TO OPERATE
  • It is EASY TO OPERATE
  • It is FAST
  • It is ON SALE
  • It provides TREMENDOUS RESULTS
  • The offer INCLUDES THE THING-A-MA-JIG PLUS THE DO-HICKEY PLUS THE WHACHA-MACALLIT
  • It is a $662 VALUE FOR JUST $198 FOR A VERY LIMITED TIME
  • There is a ONE YEAR, 100% MONEY BACK GUARANTEE

And, You have looked at the BEST BENEFITS TO YOU FROM THE FEATURES OF THE WIDGET X-100:

  • THE PIECE OF MIND THAT IT WILL GET THE JOB DONE
  • THE JOB WILL GET DONE FASTER
  • THE JOB WILL BE DONE WELL
  • YOU CAN TAKE IT WHEREVER YOU NEED TO USE IT
  • YOU CAN COUNT ON IT
  • YOU CAN HAVE THE CONFIDENCE IN A JOB WELL DONE
  • YOU ARE GETTING TREMENDOUS VALUE
  • YOU HAVE NO RISK DUE TO THE GUARANTEE

And in ADDITION to the FEATURES AND BENEFITS TO YOU OF THE WIDGET X-100, You have heard from NUMEROUS, SATISFIED CUSTOMERS JUST LIKE YOU!

CERTAINLY You can see how having the WIDGET X-100 to do Tasks A, B and C as well as X, Y and Z is OF GREAT BENEFIT TO YOU!

The fact is that if you DON’T FEEL that having the X-100 is a GREAT BENEFIT to You, then there’s only ONE THING LEFT to say –

DON’T BUY IT!

Maybe you don’t do tasks A, B C, D, and E – or tasks X, Y and Z for that matter.

Maybe you have an old system that you can nurse along for a little while longer and “hold off” on buying the X-100.

That is CERTAINLY YOUR PRIVILEGE. I want to THANK YOU EITHER WAY for Visiting this Site today and I wish you much Luck and much Success in getting these TASKS done whether you have the X-100 or not.

The ONLY thing I want to point out is that there is ONLY ONE DIFFERENCE between ENJOYING THE BENEFITS OF THE WIDGET X-100, and struggling along WITHOUT IT.

There have been many times in ALL our lives when we saw a GOOD DEAL on something that we WANTED, NEEDED, and COULD USE, but we DIDN’T do it when we had the Chance. And then the Chance was gone.

THERE IS ONLY ONE THING STANDING BETWEEN YOU AND A BETTER AND FASTER WAY TO GET ALL OF THESE TASKS DONE –

YOUR DECISION TO ACT NOW.

I want to make SURE that you KNOW that this is a LIMITED TIME OFFER, and it will NEVER BE REPEATED at this Price. So if you DO have the NEED for a WIDGET X-100, YOU’D BE WISE TO TAKE ADVANTAGE OF THIS OFFER RIGHT NOW WHILE IT IS STILL AVAILABLE.
Either way, my very best to you.

Sincerely,

John Smith

Widget Master

OKAY JOHN. I DO NEED A WIDGET X-100 AND I AM GOING TO TAKE ADVANTAGE OF YOUR NO RISK OFFER!

LAST CHANCE TO ORDER                                         TIME TO MOVE ON

Pretty GUTSY, huh?
Well, you had nothing to lose! If this INCREDIBLY STRONG SALES PRESENTATION, along with TWO STRONG REBUTTALS and 21 CALLS TO ACTION didn’t Inspire Your Prospect to Action, then a little REVERSE PSYCHOLOGY CERTAINLY COULDN’T HURT – you didn’t have a SALE ANYWAY!

In Chapter 12 we will discuss where the Site goes if the Prospect clicks “TIME TO MOVE ON”.

They have NOT GOTTEN OFF THE HOOK YET- THEY JUST THINK THEY HAVE!

How To Sell

One of the biggest shortcomings that I have seen in the materials that I reviewed that are available today on the Internet is in the area of making The Actual Sale.

Keeping in mind that I was involved in making Training Tapes and Training People to CLOSE SALES for over 25 years, this is an area in which I have a TREMENDOUS amount of Expertise AND Success!

Rather than giving you the standard discussions of how to set up a Site for free, or refer you to a Web Designer for a professional Site to be made, let’s first discuss what the Site’s PURPOSES are and how to best ACHIEVE them.

Axiom Number Forty-Nine  – A SALES SITE’S JOB IS TO SELL!

Let’s start with the simple premise that what you want is a Site that will SELL your INFORMATION, PRODUCT or SERVICE with the HIGHEST CONVERSION RATE of SALES-TO-PROSPECTS.

As we discussed, if 100 VISITORS come to your Site, and 90% of them are Qualified Visitors, which we call PROSPECTS, you have 90 PROSPECTS, or Potential Customers.

If YOUR SITE, which is YOUR SALESPERSON, sells ONE of them, then your Sales person’s rate of Closing the Sale is 1/90.

If this is the case, there is one and ONLY one thing for you to do:

FIRE YOUR SALESPERSON!!!!

If you had a Conventional Business, like I did for 25 years, and you had a Salesperson that you had to give 90 Prospects to in order to get ONE Sale, you could NEVER EVER afford to do that!

Well, when it comes to an Internet Business, Your Site IS Your Sales person, so if Your Site is closing 1 Sale out of every 90 attempts, there is NO WAY you can afford to allow that to continue any more than if it were a Conventional Business!

SUCCESS comes from several key factors among which are the following:

  • THE AMOUNT OF TRAFFIC YOU DRIVE TO YOUR SITE
  • THE AMOUNT OF THAT TRAFFIC THAT IS QUALIFIED, and
  • HOW MANY OF THE QUALIFIED ONES YOU CLOSE!

We’ve discussed in DETAIL both ATTRACTING VISITORS, AND MAXIMIZING the PERCENTAGE that are QUALIFIED.

NOW THAT WE HAVE THEM WHERE WE WANT THEM, WHICH IS BOTH INTERESTED, AND AT OUR SITE, NOW WE’VE GOT TO CLOSE THEM!

There are TWO CRITICAL FUNDAMENTALS that go into the makings of Your SALES MACHINE –

Axiom Number FiftyTHE STRUCTURE AND THE VERBIAGE OF YOUR SITE ARE THE TWO BIGGEST CONTRIBUTING FACTORS TO THE PERCENTAGE OF SALES YOUR SITE WILL CLOSE.

There’s a lot of good information available that talks about having “Compelling Sales Copy”, which is a fancy way of saying that you need to be persuasive. We’ll discuss HOW to be persuasive and what makes copy persuasive shortly.

But, no matter HOW COMPELLING your Sales Copy is, if the STRUCTURE of Your Site is not set up properly to CLOSE THE SALE, your SALES-TO-VISITOR RATIO will be CONSIDERABLY LOWER than it would be if you did have the CORRECT STRUCTURE.

Determining the STRUCTURE of Your Site will depend on several factors, so we need to have a discussion of the Components that go into the making of a Sale.

THE STRUCTURE OF A SALE:

This is an area that is SO CRITICAL that you need to have an in-depth understanding of the Dynamics of Sales and of the psychology behind making a Sale. Before we get to different types of layouts, let’s discuss what needs to be done in order to make A SALE.

First, you need to realize that as CRITICAL as it is to have a POTENTIAL CUSTOMER, which is why the MARKETING EFFORT was covered and explained in such detail, IT IS EVEN MORE CRITICAL TO HAVE THE HIGHEST POSSIBLE CONVERSION RATE OF SALES-TO-PROSPECTS.

Axiom Number Fifty-One MAXIMIZE YOUR SALES-TO-PROSPECT RATIO:

Let’s focus on all of the things that result in the MAXIMIZATION of Your Close Rate, which is also called the Conversion rate in the Sales Business.

Your Close rate is the best it can be when your:

  • Site is STRUCTURED properly
  • Verbiage is correct
  • The Market you are attracting are interested
  • Your Offer has Merit
  • All of the Components of a Successful Site are present.

These components include:

  • A Secure Site
  • Enough Credibility for a Prospect enough to buy
  • A sound money-back guarantee
  • A professional and competitive Site
  • Links to and from Credible Sites

At this time, we’re going to talk about the STEPS involved in making a Sale, and how they relate to Your Site’s STRUCTURE.

A SALE is comprised of many BUILDING BLOCKS. If you look at a SALE as you do a Marriage, you’d realize the intricate steps involved. One doesn’t go from zero to Marriage, just as one doesn’t go from zero to a SALE.

Axiom Number Fifty-Two – EACH AND EVERY STEP OF A SALE IS CRITICAL TO THE OUTCOME OF THAT SALE.

Let’s start with the exploration of an INFORMATION PRODUCT – say, an E-book that you have written based on your experience, and take a look at the components of a Sale based on this scenario.

Let’s view a SALE as follows:

There is a HALLWAY that leads to Your SALE, which sits at the end of the Hall. There are DOORS all along the HALLWAY. Your goal is to lead your Prospect down the Hall to the SALE. The Prospect has the right to head out any door at any time. YOUR JOB IS TO CLOSE THOSE DOORS!

DOOR NUMBER ONE – WHAT ARE YOU OFFERING?

YOU ONLY HAVE THREE SECONDS TO IMPRESS YOUR PROSPECT!

What will Your Prospect see in the FIRST THREE SECONDS looking at Your Site? You must CLEARLY ANSWER THAT QUESTION in order for the Prospect to make the FIRST DECISION, which is to CONTINUE down the HALLWAY that LEADS TO A SALE.

THE FIRST SALE YOU MUST MAKE IS THAT THE SITE IS WORTH CONTINUING TO INVESTIGATE.

DOOR NUMBER TWO – PERSONAL CREDIBILITY

Always put yourself in your Prospect’s shoes. If you cannot be objective doing this, rely on input from someone in whom you have confidence. But ask yourself this question:

WHAT GIVES YOU CREDIBILITY? WHY WOULD A PROSPECT BE WILLING TO LISTEN TO YOU?

THE SECOND SALE YOU MUST MAKE IS THAT YOU MUST SELL YOURSELF TO YOUR PROSPECT SO THAT YOU ARE WORTH LISTENING TO.

I cannot be ANY MORE CLEAR on this point. If you are Selling Information, and you FAIL to Establish YOURSELF as an EXPERT, you just

killed your Sale. You’ve shot yourself right in the foot!

DOOR NUMBER THREE – THE INFORMATION THAT YOU ARE OFFERING MATCHES THE SITUATION YOU ARE ADDRESSING

You’ve identified a niche that you feel you are Qualified to fill. You have your Prospects attention, and they believe in you enough to continue. WHAT NEXT?

Supply Good, SOLID, No-nonsense Information about the Situation that you are addressing. Identify the Situation and pose Your Solution. BUT NOT TOO QUICKLY! If right off the bat Your Prospect feels that you are trying to SELL THEM SOMETHING, YOU HAVE FAILED!

WHY? The Prospect needs to feel that THEY are in the DRIVER’S SEAT. That is to say, they want to feel that THEY ARE MAKING THE DECISION TO PURCHASE, not that they are being FORCED, or COERCED, or BROWBEATEN into buying!!

If you start SELLING them something right away, they will feel rushed and/or threatened, and you’ll lose them. So, while you don’t want to waste 20 pages of “fluff”, you do not want to tell them why they’ve got to buy your product before they are sufficiently warmed to the idea that there is indeed a problem that your Information might provide the SOLUTION for.

THE THIRD SALE YOU MUST MAKE IS THAT THERE IS INDEED A SITUATION THAT EXISTS THAT YOU HAVE NOW IDENTIFIED.

DOOR NUMBER FOUR – THE PROPOSED SOLUTION

I hope you can see the progression as we take our Prospect down the Hallway, closing the DOORS as we go. Incidentally, that’s why its called “CLOSING” a Sale.

Let’s recap.

  • When the Visitor came to Your Site, you IDENTIFIED WITHIN 3 SECONDS WHAT INFORMATION OR SOLUTION YOUR SITE OFFERS THEM. Then,
  • You ESTABLISHED YOUR CREDIBILITY and thus “Sold” Your Prospect on WHY they should have Faith and Confidence in You. Then,
  • You IDENTIFIED THE SITUATION that is of INTEREST to Your Prospect, and
  • NOW YOU ARE PROPOSING YOUR SOLUTION THAT WILL HELP YOUR PROSPECT

THIS LOGICAL, FOUR STEP PROGRESSION IS CRITICAL TO FORM THE FOUNDATION TO YOUR SALE.

Again, put yourself in the position of Your Prospect. The Prospect has come to the Site. It identified what it offers, Sold Credibility, Identified a Situation of Interest to the Prospect, and Proposed a Solution.

Now let’s ask the question: We identified the Key Elements of a Sale and we handled them WELL.   WHY WOULDN’T THE PROSPECT BUY?

There are Several COMMON Reasons, which are called OBJECTIONS.

Part of the SCIENCE OF SALES is IDENTIFYING and OVERCOMING THESE OBJECTIONS SO THEY DO NOT STOP THE SALE.

Overcoming an OBJECTION is done with a tool called a REBUTTAL. By anticipating the most common of objections and building them into your Sales Presentation, you minimize the reasons why a Prospect might not buy after reading your Sales Presentation.

THE FIVE MOST COMMON OBJECTIONS ARE:

  • CREDIBILITY
  • NEED
  • COST
  • SKEPTICISM
  • RISK

CREDIBILITY:

HAVE YOU ESTABLISHED YOURSELF AS THE EXPERT?

Introduce Yourself as a REAL PERSON, explaining your background and your accomplishments in the pertinent areas. Utilize personal Testimonials, Awards won, Promotions based on performance, anything that will help Your Prospect to have Faith in you. The Internet, by its nature, is IMPERSONAL. You need to give Your Prospect a COMFORT LEVEL as to WHO YOU ARE AND WHY THEY SHOULD TRUST YOU!

NEED:

HAVE YOU ESTABLISHED A NEED?

If you have either not established a Need, or if the Need for Your Offer is not matched to Your Market, then you will lose Sales for this reason. In the “Testing” section we will discuss how to identify and correct the weak areas of your Sales Presentation.

THE SOLUTION MUST MATCH THE NEED AND YOUR PROSPECTS MUST HAVE THAT NEED.

COST:

HAVE YOU ESTABLISHED VALUE IN YOUR SOLUTION?

If the Prospect doesn’t feel there is SUFFICIENT VALUE to Your Offer to JUSTIFY the COST, then you will lose Sales for this reason. BUILDING VALUE IS CRITICAL TO YOUR SUCCESS as it will have a Direct Effect on Your Close Rate.

SKEPTICISM:

DOES YOUR OFFER SOUND TOO GOOD TO BE TRUE?

These are two SEPARATE considerations, and they are BOTH CRITICAL to having Your Prospect “FEEL GOOD” about their purchase. If you have OVERSOLD Your Offer, making it sound TOO GOOD TO BE TRUE, Your Prospect will be left wondering “WHAT’S THE CATCH?” Just like YOU would if YOU were the Prospect. Make sure to mix a dose of REALISM in with your Enthusiasm.

RISK:

WHAT HAVE YOU DONE TO MAKE THEM FEEL COMFORTABLE THAT THERE IS NO RISK ON THEIR PART?

People do not like to risk being “Taken” as much or more than they don’t like to risk losing their hard-earned money. The clarity and strength of your RISK-FREE GUARANTEE is CRITICAL to Your Close Rate!

THE PSYCHOLOGICAL BLUEPRINT OF YOUR PROSPECT!

You’ll notice that the Two Considerations, “NEED” and “COST”, appeal to the LOGIC and REASON of the Prospect.

The Considerations, “CREDIBILITY”, “SKEPTICISM” and “RISK”, appeal to the EMOTION and FEELING of the Prospect.

Axiom Number Fifty-Three THE DYNAMICS OF A SALE ARE BASED IN TWO AREAS – LOGIC/REASON, AND EMOTION/FEELING.

THE PSYCHOLOGICAL ASPECTS THAT DRIVE THE MAKING OF A SALE MUST BE UNDERSTOOD IN ORDER TO BE MASTERED.

If we represent a person as a circle, and we draw a line down the center of the circle, yielding two sides, we would determine the following.

Each person has two “sides” to himself or herself. One side is the LOGIC/REASON side, and the other side is the EMOTION/FEELING side.

In the simplest terms, when a person is considering a purchase, they are considering it on two terms –

  • “WHAT DO I THINK ABOUT IT?” and
  • “HOW DO I FEEL ABOUT IT?”

In the case of a perfectly balanced person, they weigh the logic/reason factors, such as need and cost; equally with how they “feel” about the purchase.

Most folks lean a little more toward one side than the other. Those involved in the Arts, for example, might weigh more heavily how they “FEEL” about such a purchase, whereas those involved in the Sciences might weigh more heavily how they “THINK” about such a purchase.

THE CRITICAL ASPECT OF THIS PART OF THE LESSON IS TO MAKE SURE TO SELL BOTH SIDES CONVINCINGLY.

“COMPELLING SALES COPY” means that you have addressed ALL of the following issues:

  • You have Created CREDIBILITY
  • You have ESTABLISHED a NEED
  • You have Proposed a SOLUTION
  • You have Eliminated the RISK
  • You have Established URGENCY
  • AND MOST IMPORTANTLY, YOUR SALES COPY APPEALS TO BOTH WHAT A PROSPECT THINKS ABOUT YOUR OFFER, AND HOW YOUR PROSPECT FEELS ABOUT YOUR OFFER.

There are MANY, MANY, MANY Elements to Success in Business. ONLY someone who has BEEN THERE, can possibly IDENTIFY all of the nuances that go into creating a SUCCESSFUL BUSINESS.

I hope you are enjoying learning as much as I am enjoying sharing this Knowledge with you!

STRUCTURING YOUR SITE IN ACCORDANCE WITH THE STRUCTURE OF A SALE:

Now that we have discussed the Structure of a SALE, and the Psychology behind the mechanics of Your Prospect’s Decision Making, we need to look at HOW TO BEST STRUCTURE YOUR SITE TO MAXIMIZE YOUR SALES-TO-PROSPECT RATIO.

First, when we enter the Site, WE HAVE THREE SECONDS to IDENTIFY WHAT THE SITE OFFERS AND TO BE INTERESTING ENOUGH TO KEEP THE PROSPECT AT THE SITE TO BEGIN TO READ THE TEXT.

Let’s take a look at the www.All-about-Business.com Site for an example.

When the Visitor comes to the Site, they see:

The Heading:

ALL-ABOUT-BUSINESS.COM

The Sub-Heading:

YOUR SUCCESS GUARANTEED!

The Information Line:

PROFIT BIG with Information and Solutions By A 25 Year Pro!

The 4 Menu Choices that they see are:

  1. BUILD A SUCCESSFUL INTERNET BUSINESS
  2. BUILD A SUCCESSFUL MLM BUSINESS
  3. BUILD A SUCCESSFUL CONVENTIONAL BUSINESS
  4. BUILD A SUCCESSFUL ON-LINE PRESENCE FOR YOUR EXISTING BUSINESS

Then the CAPTION on the PICTURE says:

FIND OUT HOW YOU CAN ALSO HAVE YOUR VERY OWN MANSION WITH PROFITS YOU GENERATE FROM YOUR SUCCESSFUL BUSINESS!

And Finally, the HEADING of the TEXT is INTRIGUING:

BE CAREFUL WHO YOU FOLLOW – YOU MAY JUST GET LOST!

Now, in THREE SECONDS, ONE GLANCE REALLY, there is a CLEAR PURPOSE TO THIS SITE. IT is:

  • INTERESTING,
  • INTRIGUING, and
  • PROFESSIONAL in its Appearance.

THE RESULT??? The Site HELPS ITSELF to CONVERT VISITORS INTO PROSPECTS because:

  • THE SITE CLEARLY STATES ITS PURPOSE, and
  • THE SITE DEVELOPS INTEREST

Axiom Number Fifty-Four BE CLEAR OF PURPOSE AND DEVELOP INTEREST

THESE TWO ELEMENTS ARE THE FIRST TWO ESSENTIAL ELEMENTS OF YOUR SITE! The FIRST PAGE of Your Site needs to load quickly, not be overly fancy, but be CLEAR and DEVELOP INTEREST.

Now there are two choices as to where Your Site will go from page one, depending on WHAT Your Offer is. If Your Offer is INFORMATION, then you MUST:

  • SELL YOURSELF FIRST,
  • PROPOSE A SITUATION OF CONCERN TO YOUR PROSPECT,
  • OFFER A SOLUTION FOR THE SITUATION

THE CARDINAL RULE IS TO DESIGN THE SITE FROM THE PERSPECTIVE OF THE PROSPECT, following the Key Elements of the Sale that we just finished discussing above.

If Your Offer is INFORMATION or a SERVICE that YOU are PERSONALLY OFFERING, you MUST SELL YOURSELF and ESTABLISH YOURSELF AS AN EXPERT.

If Your Offer is A Product or a Service unrelated to You directly, unless the Prospect needs to have a Comfort Level with Your Expertise, go directly to your BEST OFFER. EXPLAIN YOUR PRODUCT, and/or SPECIAL OF THE WEEK, along with whatever Menu Choices you need to present to Your Prospect. You will need to decide if a comfort level in either Your or in Your Company is required before presenting the problem and posing the Solution.

REMEMBER TO MAKE NAVIGATION OF THE SITE AS SIMPLE AS POSSIBLE! If the Prospect feels “stuck” or “trapped”, they’ll hit the “X” in the top right corner faster than you can blink!

Before we go any further, we need to talk about a CRITICAL TOOL in the world of SALES.

THE ALTERNATE-CHOICE CLOSE!

The ALTERNATE-CHOICE CLOSE is a technique that allows for either alternative that the Prospect chooses to result in the desired outcome, which is a SALE.

For example, if you are making a Sale and you ask the Prospect at the end of the Sale “Do you want to buy this item, or would you rather wait?” then one of these choices is NOT the choice you want them to make!

It’s Much better to ask a question such as “Would you rather have this item delivered before noon, or would AFTER noon work better for you?” In THIS case, as you can see, either choice results in a Sale.

The other factor that needs to be identified is that there is an ASSUMPTION here that this Prospect WANTS to buy the item. This is called an ASSUMPTION CLOSE.

When an Alternate-Choice Close is coupled with an Assumption-Close, as in the case of “Which is better for delivery of this item, BEFORE noon or AFTER noon?” the BIGGER question, which is whether they WANT the item, is ASSUMED, and either of the two choices CONFIRMS the Sale!

Now that we have had this discussion of Closing Techniques, I want to point out something that almost EVERY SITE on the Internet is missing, and it’s a CRITICAL, CRITICAL, CRITICAL Element to the Success of Your Site:

THE ALTERNATE-CHOICE CLOSE!

If you take a look at some of the Sites of the Pros, you will see that their technique for Selling their product is a LONG Sales Pitch, followed by several “Click Here Now’s” and a P.S. to reiterate the offer and create urgency.

All of this is good technique.

BUT, here’s where they are lacking, and this would REALLY INCREASE THEIR SALES:

THERE NEEDS TO BE AN ALTERNATE-CHOICE CLOSE AT THE BOTTOM OF THEIR SALES PRESENTATION!

After you get down to the “end” of the Sales Presentation, the Choice CANNOT BE to Order or to Exit. That is the SAME THING as getting to the end of your Sales Presentation, and saying “Would you like to buy my product, or would you like to wait?”

AND AS WE KNOW, THAT’S NOT AN ALTERNATE-CHOICE CLOSE!

Axiom Number Fifty-Five AS LONG AS THEY ARE WILLING TO LISTEN, YOU MUST BE WILLING TO TALK

At the VERY BOTTOM of Your Sales Presentation, on the bottom left, make sure it says, “CLICK HERE TO ORDER NOW” and on the bottom RIGHT, make sure it says ” MORE INFORMATION

If the Prospect was ready to buy, the Prospect will most probably waste no time and make the purchase. But, if the Prospect is still skeptical, THIS IS YOUR OPPORTUNITY TO CONVINCE YOUR PROSPECT TO PURCHASE YOUR OFFER!

When you get down to the end of the ADDITIONAL INFORMATION PAGE, you can repeat this same Closing Technique AGAIN! On the bottom left, “CLICK HERE TO ORDER NOW” and on the right, “MORE INFORMATION

Now each time you proceed to the next Page, you will want to develop a little more URGENCY in getting the Prospect to TAKE ACTION. We will go over the actual Verbiage later. But for this section, on STRUCTURE, we have now gone to a THIRD “ADDITIONAL INFORMATION” Page.

If you have Additional Products to sell, and when we get to the part about Affiliates, I will show you how and why to do this, the THIRD Information page should be what is known in Sales as a The TAKE-AWAY CLOSE.

The TAKE-AWAY Close is a challenge to the Prospect that perhaps this Offer ISN’T for them, and here’s why. Then you list all the reasons it might not be for them.

Listing all the reasons why Your Offer WOULD be wise for them to buy is called a SUMMARY CLOSE. This is where you list the benefits of Your Offer to Your Prospect.

When you do Your TAKE-AWAY Close, it’s actually a SUMMARY CLOSE expressed from the negative perspective. For example:

If you DON’T need a Product that will:

  1. Make it easier to…
  2. Give you more time to…
  3. Help you to keep…

THEN it’s probably a good decision to pass on it. But if this is NOT the case, THEN NOW’s YOUR CHANCE TO FIX THIS PROBLEM ONCE AND FOR ALL!!!

This is a Summary Close flipped to the negative to be used to Strengthen the Take-away Close. The reason why you’d want to flip it is because taking something away CHANGES THE DYNAMIC from you wanting them to take it and the Prospect resisting, to you NOT wanting to Sell it to them. Since the Prospect is in “Resist” mode, they resist you NOT wanting them to have it, which means they DO want to have it!!

It’s reverse psychology in the Sales arena, and works very well.

So, the Structure of Your Site so far, is:

  • Grab The Prospects Attention
  • Establish Credibility (choice at bottom for more info or your offer)
  • Proceed to Sales Presentation (choice at bottom for sale or Add Info 1)
  • Proceed to Additional Information One (choice for sale or Add Info 2)
  • Proceed to Additional Information Two (choice for sale or Add Info 3)
  • Proceed to Additional Information Three (choice for sale or move on)

On the Third Information Page, since it’s that’s Take-away Close, the two choices at the bottom of THAT page are “LAST CHANCE- CLICK HERE TO ORDER NOW” and “TIME TO MOVE ON“.

If the Prospect chooses “TIME TO MOVE ON” they then proceed to your Shopping Cart, or your listing of Affiliate links that you get a Commission from if the Prospect links to another Site through yours, and they buy from that Site. This is called an AFFILIATE SALE and there will be an ENTIRE SECTION on this topic because it is a PROFIT CENTER for you and you need to FULLY UNDERSTAND IT.

For now, for the purpose of the STRUCTURE of the Site as it relates to the dynamics of MAXIMIZING YOUR SALES-TO-PROSPECT RATIO, you simply need to know that there WILL BE a part of Your Site that is dedicated to RELATED PRODUCTS and SERVICES.

Of course, YOUR OFFER is a PART OF THIS NEW SECTION that they have moved on to, so you have YET ANOTHER OPPORTUNITY to get them to PURCHASE YOUR INFORMATION. PRODUCT YOU CREATED, OR SERVICE YOU ARE OFFERING!

There are Many More Elements that need to go into Your Site in order for you to MAXIMIZE YOUR SALES-TO-PROSPECT RATIO. We will devote an ENTIRE SECTION to ALL of those Key Elements. At this point we have discussed:

  • The DYNAMICS of a Sale,
  • The PSYCHOLOGY behind a Sale and
  • Their Relation to the STRUCTURE of the Site.

Marketing Techniques

This is normally the most disappointing part of every Course I have reviewed. Quite simply, what you want to know at this point is

“EXACTLY WHAT DO I DO TO PROMOTE MY SITE AND GET TRAFFIC TO IT?”

Because we know very well that: NO Traffic = No Sales!

Well, there are a TON of Marketing Techniques. We are going to CONCENTRATE on the BEST ones, explain them ONE AT A TIME and when we’re done with this Section, you will be able to execute a MARKETING PLAN that will drive Traffic to Your Site.

First, we need to break the Techniques into the THREE CATEGORIES that we discussed in Chapter Eight:

  • COLD MARKETING,
  • REFERRAL MARKETING, AND
  • REPEAT MARKETING.

COLD MARKETING:

Its called COLD MARKETING because these are Visitors that you are trying to attract that have never before been Visitors. You will want to cap your TOTAL initial COLD MARKETING advertising expenses at 10% of the GROSS SALES Amount. Some of the Marketing that you will do to attract Visitors are FREE through different types of programs, which we will discuss.

Remember, you have a TWO-DIRECTION APPROACH TO YOUR MARKETING PLAN to attract New Visitors: COLD MARKETING, and REFERRAL MARKETING. This means that you do not need to RELY SOLELY on COLD Marketing to attract Visitors, but rather, to supplement your effort to add Visitors to Your Site.

Technique Number One – PAY PER CLICK ENGINES:

A “KEYWORD” is a word that a person searches by in order to find Sites that address the issues that he/she is looking for. There are a lot of strategies for being ranked highly in Search Engines in order to attract Traffic to Your Site. We will discuss these shortly.

There are Search engines however, that allow you to BID on a Keyword in order to get your ranking in the Top 10, or even number one. Pay-Per-Click engines are easy. There’s no magic, really. You just go to a Search Engine, such as Google.com, enter the keywords “Pay-Per-Click” and MANY choices will appear for you. The Pay-Per-Click Search Engine will tell you what the Top Bid Price is for a click from that Search engine for that Keyword.

If you want to be the TOP choice for that particular Keyword, just bid slightly more than the current Top bid. Its that simple.

Once you have some actual Statistics as to how many clicks it takes for you to get a Sale, then you can calculate EXACTLY what the cost of the Advertising is and whether it is effective for you. If it is not immediately cost effective, there’s a LOT of adjustments that can be made. We will explore of this in more detail in PART THREE of this Course.

Google also has something called “Ad Words”. This allows you to place an ad in the Keyword Location that will bring you QUALIFIED VISITORS. A thorough review of your options in this area, and a well-placed and well-worded ad, can do wonders to generate traffic.

One great feature that Google has is that they allow you to limit your daily budget. Otherwise, if it was $0.25 per click, and you had 10,000 clicks for the day, your bill for that day would be $2,500!! If you generated $10,000 is Sales for that day, you probably wouldn’t mind J

But its always better to start a little slower, limit your advertising budget to what you have to spend, and then as you start making Sales, allow 10% for your overall Cold Marketing Advertising Budget, and proportion the money to the Techniques that work Best for you.

The advantage of the Pay-Per-Click Technique is that its simple, it will develop traffic to Your Site, and you are only paying for Visitors that have an Interest in Your Site. Plus, you can limit the amount of money that you want to spend to start off with; adjusting for the next month based on the Gross Sales from the prior month.

Technique Number Two – UTILIZING EXISTING LISTS

Until you build your own list of Prospects and Customers to reach repeatedly, when you just start out you don’t have them! Not to worry.

There are numerous companies that RENT Targeted Opt-In-Lists so you have a pool of folks to contact to start off with. These Companies charge based on the number of delivered messages, so for all that aren’t delivered, they should be replaced or credited. Once again you must be conscious of costs, because if they charge $0.10 per delivered message, that’s $100 per 1000. You should try 1000 at a time, and remember that your message needs to GRAB THEIR INTEREST AND CREATE URGENCY.

If you aren’t getting the desired results, then work through your ad, changing ONE KEY ITEM at a time. Try your headline FIRST, then your Offer, etc. At the end of this Section we will discuss the benefits of DIRECT verses INDIRECT Marketing and the effects they may have on your response rate.

To find Opt-In list rental companies, simply go to Google.com and enter the keywords “opt in email lists”.

Before we go any further, let’s make this point clear: NEVER ATTEMPT TO SEND OUT UNSOLICITED MAIL TO LARGE GROUPS OF UNSUSPECTING PEOPLE! This is called SPAMMING. You DO NOT WANT TO DO THIS FOR TWO REASONS: Not only is it NOT COST EFFECTIVE because most people ignore unsolicited messages, BUT YOUR HOST WILL SHUT YOUR SITE DOWN FOR SPAMMING, which means NO SALES until you relocate to a new host!

YOU WANT TO MATCH YOUR OFFER TO PEOPLE WHO HAVE AN INTEREST IN YOUR OFFER.

Technique Number Three – UTILIZING SERVICES THAT GUARANTEE A SPECIFIC NUMBER OF HITS FOR A SET FEE

There are numerous companies that will advertise for you and drive traffic to Your Site. This increases your effectiveness and the nice thing about these Services are that you know for certain how many Visitors you will receive. Some of these services count a return Visitor within 24 hours as one Visitor, not two. Just make sure you understand who they are contacting. You definitely want a guarantee that they are NOT spamming, and you want them to be TARGETING an audience, not just sending out to addresses that may get you Visitors, but no SALES. Remember, if you spend $100-$200 for every $1000 or more in business that you generate for COLD MARKETING, you are doing WELL!

Always work with a small sample first and test your ads before you go to a big package. Not only will you save some money if the campaign is a bust, but you don’t want to send an Ad out to a large group of people that isn’t overly effective. It’s MUCH BETTER to KNOW that your ad is pulling BEFORE you send out the ad to a HUGE amount of Prospects!

To find services of this nature, go to Google.com and type in the keyword “targeted traffic.”

Remember, attracting non-interested Visitors has a Negative effect on your PROSPECT-TO-SALES RATIO and it skews the Statistics. Your Site may show a very small of Prospects to Visitors, because a higher percentage of your Prospects were really just CURIOUS VISITORS, not QUALIFIED VISITORS.

ALWAYS CONSIDER WHETHER OR NOT YOU WILL ATTRACT QUALITY VISITORS WHEN YOU ADVERTISE.

There are two major factors that affect the percentage of Visitors that are QUALIFIED VISITORS, which we call PROSPECTS. One of the factors is the Quality of the folks you attract in the first place. If your ad is:

  • In the wrong place, or
  • If it is misleading

You may very well attract Visitors, but these may not be the people that you want to attract! When you are planning to place an Ad, consider WHERE you are placing it and WHAT the ad says. If you are attracting people just for the sake of attracting people, then you’ve lost sight of your NUMBER ONE PRIORITY – WHICH IS TO GENERATE THE DESIRED AMOUNT OF PROFIT!

IN ORDER TO MAXIMIZE THE SALES-TO-PROSPECT RATIO, ONE OF THE MOST CRITICAL ELEMENTS IS THE NUMBER OF PROSPECTS THAT YOUR SITE DEVELOPS. WHENEVER YOU BUY A LIST OR PLACE AN AD, MAKE SURE YOU KEEP THIS IN MIND!

The other factor that will affect Your PROSPECT-TO-VISITOR RATIO is Your Site itself. If Your Site doesn’t follow all of the fundamentals that Your Site needs to follow in order to help “turn” a Visitor INTO a Prospect, then the Visitor will lose interest and exit early. We will discuss this in GREAT DETAIL in Chapters Eleven and Twelve.

Technique Number Four – PLACING CLASSIFIED ADS

There are Thousands of places on the Internet that display Classified Ads. This is a VERY INEXPENSIVE way to develop Traffic. The Classified Ads are all FREE! There’s an easy program to use that submits your Ad to over 2000+ Classified Ad Web Sites and Databases – AUTOMATICALLY!

This saves you weeks and weeks of wasted effort by AUTOMATICALLY SUBMITTING THE ADS – all with the click of a few buttons.

It’s just that simple! All you need to do is:

  1. Type in your ad …
  2. Pick the categories and sections of the classified ad sites that you would like your ad to appear in …
  3. Press Start
  4. And then WALK AWAY!

At the rate of 30 ads PER MINUTE it will automatically place your ads, leaving you free to look after other aspects of Your Business!

The program is inexpensive and will be listed in the “TOOLS” Chapter of PART THREE of this Course.

One of the things that drove me crazy about the available materials that I purchased was that there was seemingly no order to anything. For programs that I needed to purchase, I had to look through 100’s of pages to find them. For Marketing ideas, I had to do the same. I would have LOVED to have had the benefit of THIS COURSE!

At the end of this Chapter, you will have a SUMMARY, which you can use as your MARKETING PLAN.

When you get to Chapter Twelve, YOUR SITE, you’ll know EXACTLY WHAT TO DO AND HOW TO DO IT to Create a SUCCESSFUL SITE.

And when you get to the Chapter 15 on TOOLS in PART THREE, you’ll know EXACTLY WHAT TOOLS TO BUY AND WHAT THEY DO.

WITH THESE THREE SUMMARIES:

  • YOUR MARKETING PLAN,
  • YOUR SITE, AND
  • YOUR TOOLS,

PLUS THE FOUR THAT WE CREATED IN PART ONE:

  • YOUR DREAM,
  • YOUR BUDGET,
  • YOUR GOALS, AND
  • YOUR POSITIVE AFFIRMATIONS,

PLUS THE THREE THAT ARE STILL TO COME IN:

  • YOUR DAILY, WEEKLY AND MONTHLY TASKING,
  • YOUR BUSINESS PLAN, AND
  • YOUR WORKING MODEL,

YOU’LL KNOW EXACTLY WHAT TO DO TO START YOUR BUSINESS AND TO GENERATE THE PROFITS YOU DESIRE!

And you’ll be WAY AHEAD of ANYONE who DOES NOT have THIS COURSE and instead has to fight through a SEA OF PAPERWORK to work through Sales Presentations and tons of unnecessary information to try to figure out WHAT TO DO AND HOW TO DO IT!

Technique Number Five – SEARCH ENGINE RANKING

A sizeable portion of your Traffic will come from Search Engines. This is a complicated topic, one that I can easily drone on about for 20 pages. But the bottom line to Search Engine ranking is to answer this question:

WHAT’S THE BEST WAY TO GET THE HIGHEST RANKING IN THE SEARCH ENGINES SO I CAN GENERATE THE MOST QUALIFIED TRAFFIC FOR FREE?

For this you need to purchase two programs that work together to submit Your Information to the Search Engines in the appropriate format for the Search engines to accept, and to then Monitor Your Position and know what adjustments to make to Your Site to move up in ranking. This is simply an impossible task to do without the right Tools, submitting manually to 100’s of Search engines and having no idea what to do. And hiring a professional is not only way more expensive than the Tools that are available, but you have more control over what is done and when it is done because its in your hands.

The first program will submit Your Site to the TOP 150 Search engines, Directories and Indices including the TOP 50 SEARCH ENGINES and the TOP 100 GENERAL BUSINESS SEARCH ENGINES. It is not expensive but it is CRITICAL in order to get the best Placement.

The second program monitors your placement in all of the engines and offers you an incredible amount of features to help you make it into the TOP 10 So Your Position GENERATES TRAFFIC. As you probably know, if you are not listed in the first page or two, the odds are you will not generate Traffic.

Both of these programs are very affordable, and absolutely essential.  Trust me when I tell you that if they were NOT essential, I absolutely WOULD NOT be recommending them to you!

Note that while some of the Search Engines will list you fairly quickly, others will take weeks, so this is NOT an immediate traffic generator. But this is an ESSENTIAL PART of your 5 point COLD MARKETING PLAN, because for just the Low Cost of the two programs, worked properly, you could be generating INTERESTED, TARGETED TRAFFIC!

Remember to NEVER LOSE FOCUS OF YOUR GOAL, WHICH IS TO

GENERATE PROFIT!

EVERYTHING THAT YOU DO NEEDS TO BE WITH THIS GOAL IN MIND!

Let’s review this Section before moving forward.

IN ORDER TO GENERATE TRAFFIC TO YOUR SITE ON YOUR OWN:

  • Utilize Pay per Click Engines via Google search
  • Utilize Rented Opt-In Lists via Google search
  • Utilize Services that guarantee a certain number of hits from a TARGET MARKET LIST via Google search
  • List Your ad in 2000+ Free Classified Ad locations via program in TOOLS Chapter of Part Three
  • List Your Site in the TOP SEARCH ENGINES and utilize the Software to get you a TOP RANKING via 2 programs in TOOLS.

One-Third of Your Marketing Plan is now complete. There are 5 simple processes. No magic to them at all! I hope your Confidence is building! By the time you are done with the Course, YOU WILL KNOW EXACTLY WHAT TO DO TO GENERATE THE PROFITS THAT YOU DESIRE TO REACH YOUR DREAM!

THAT’S MY PROMISE TO YOU!

REFERRAL MARKETING:

I refer to this type of Marketing as REFERRAL MARKETING instead of COLD MARKETING because these are Visitors that are being REFERRED to Your Site by other Sites. Remember that we said that there are 2 ways to attract NEW VISITORS to Your Site. One way is for You to generate them DIRECTLY by utilizing the 5 Techniques in the COLD MARKETING Section.

Now let’s look at a second and VERY POWERFUL WAY to DRASTICALLY INCREASE YOUR SALES WITHOUT ANY POTENTIAL ADVERTISING LOSSES.

You can probably see that by working ONLY the 5 Techniques in the COLD MARKETING Section, you are limiting the amount of Traffic to Your Site to the amount of Traffic that you can generate utilizing these methods.

Once you have ads that are pulling, you can increase the size of the Opt-In lists that you rent, and you can employ the services of more than 1 company to guarantee more hits by purchasing bigger packages. And with more profits, you can make sure that you rank number one on the pay per click engines as long as they are financially feasible.

You can also branch out to paid classified ads, sponsored links, and other Marketing methods that are available to you once you are up and running.

And of Course you are building YOUR OWN OPT-IN LIST, which we will discuss in more detail in the REPEAT MARKETING Section coming up next.

BUT THE POTENTIAL FOR EMPLOYING AN ARMY OF SITES THAT WILL GENERATE TRAFFIC TO YOUR SITE FOR YOU THAT YOU DO NOT PAY ONE CENT TO UNTIL SOMEONE PURCHASES YOUR PRODUCT, IS ENORMOUS TO YOUR GENERATION OF PROFIT.

Think of it. Imagine that there are 100 Sites that have established Opt-In lists of 10,000 each. That’s 1,000,000 – ONE MILLION TARGETED, QUALIFIED, TRUSTING PROSPECTS. NOW IMAGINE THAT THOSE 100 SITES WANT TO GENERATE TRAFFIC TO YOUR SITE TO TAKE ADVANTAGE OF YOUR OFFER!

What’s their Motivation? MONEY OF COURSE! COMMISSION! Is it better to make 100% of EVERY SALE, but only generate the amount of Sales that YOU PERSONALLY CAN GENERATE? OR, Is it better to pay a 30% commission and have 100 SITES GENERATE TRAFFIC FOR YOUR SITE FROM THEIR COMBINED LISTS OF 1,000,000 according to our example?

REMEMBER, ONCE YOU HAVE THAT CUSTOMER, YOU CAN THEN PROMOTE ADDITIONAL PRODUCTS AND SERVICES TO THEM FOR LIFE! FOR FREE! We’ll get to that in the Next Section on REPEAT MARKETING.

The reason why I chose to call it REFERRAL MARKETING is because it makes sense to me. Your Site will get REFERRALS from THEIR SITES. They in turn get paid an agreed upon commission ONLY when Your Offer Sells.

Having 100 Sites that promote Your Offer gives you 100 times the power of promoting Your Site on Your own. And actually, maybe more, since some of these Sites have HUGE Opt-In lists of their very own!

And CERTAINLY, you are NOT LIMITED TO 100 Sites! These Sites, which are the equivalent of a SALES FORCE WORKING ON COMMISSION, could number in the tens of thousands as time goes on! It just depends on whether once they generate Traffic to Your Site, Your Site SELLS Your Offer. Otherwise, they’re not making any money, and like any commissioned Sales Person, they’ll quit! In Chapter Twelve, WE WILL MAKE SURE THAT YOUR SITE KNOWS HOW TO CLOSE SALES!

In “Internet Lingo” these Sites are called “AFFILIATES”. And REFERRAL, or AFFILIATE MARKETING, is estimated to be responsible for 25% of ALL INTERNET SALES.

Axiom Number Fourty THE BIGGEST SALE YOU WILL NEED ON THE INTERNET IN ORDER TO BE SUCCESSFUL IS TO CONVINCE ESTABLISHED SITES TO PROMOTE YOUR OFFER.

Luckily, as with the TOOLS for placing the Classified ads, and the TOOLS for Search Engine Ranking and Tracking, there are TOOLS available for AFFILIATE MARKETING that are CRITICAL to YOUR SUCCESS.

I get angry when I see all of the “hype” Ads that are telling people that all you have to do is “click here” and you’ll be up and running in 5 minutes. FIRST of all, NOTHING EVER TAKE 5 MINUTES!

With NO MARKETING PLAN, NO DISCUSSION OF THE LAYOUT OF THE SITE, FOLLOW UP, or ANYTHING ELSE THAT IS SO CRITICAL TO THE SUCCESS OF ANY BUSINESS, MAKING THAT CLAIM IS REDICULOUS. It actually insults your intelligence!

First, you need to have an AFFILIATE TRACKING PROGRAM. From my Research, there is only one on the Market that I chose for My Site. It has a ton of features that we will discuss in detail in the TOOLS SECTION in PART THREE of this Course.

Then you need to have the program that goes through all of the Sites that are related to Your Site by Keyword, Identifies those Sites and ALL OF THEIR AFFILIATES, and captures ALL OF THE INFORMATION SO YOU CAN SEND THEM A SERIES OF LETTERS TO JOIN YOUR AFFILIATE PROGRAM! I’ll bet you did not even know there IS such a TOOL! J

You will need a Third program that takes the List that was just created, and after you write your letter ONCE, it will AUTOMATICALLY send the letters to everyone on Your List with one click!

Axiom Number Fourty-One BUILDING AN ARMY OF AFFILIATES TO REFER QUALIFIED VISITORS TO YOUR SITE IS THE SINGLE MOST CRITICAL PART OF THE PROFIT GENERATION OF YOUR BUSINESS!

BOTH Your Own individual efforts, AND the efforts of the ARMY that You assemble, will combine to DRIVE TRAFFIC TO YOUR SITE!

I hope that I have made CLEAR to you the CONCEPT of BOTH COLD MARKETING AND REFERRAL, OR AFFILIATE MARKETING.

BY TESTING YOUR ADS AND YOUR SALES COPY, TO MAXIMIZE YOUR RESULTS, YOU’LL BE ABLE TO SHARE THOSE SAME ADS WITH YOUR AFFILIATES, AND THEN YOUR SITE IN TURN WILL HAVE THE SAME SALES-TO PROSPECT RATIO FOR THEM AS IT DOES FOR YOU!

AND NOTHING BUILDS A SALES ORGANIZATION FASTER THAN SUCCESS!

Since the programs that you will be using to launch and manage your Affiliate Program will be explained in more detail in the TOOLS Section of PART THREE of this Course, there’s no need to have an in-depth discussion here. What I wanted to do is to make the MARKETING TECHNIQUES that you will be using to promote Your Site as easy as possible so you understand the CONCEPT of WHAT you are doing and WHY you are doing it.

The “HOW” to do it is easy because the programs were designed for beginners. So there’s no need to worry about “HOW”. At least, for NOW! J

**************************************************************

REPEAT MARKETING:

Axiom Number Fourty-Two – THE SINGLE MOST CRITICAL ELEMENT OF YOUR MARKETING SUCCESS IS ACHIEVED BY BUILDING YOUR VERY OWN LIST OF PEOPLE WHO HAVE AGREED TO HEAR FROM YOU.

This is called Your OPT-IN List, because the folks that are on it are there because they are Interested in something that you offered to them, so they Opted In to participate. A better name would be the “Voluntary Participation” List, but it’s probably NOT worth the effort to change the “Internet lingo”!

The LARGER you build this List, the More people that you will be able to approach to either CONTINUE TO MAKE YOUR OFFER, or, OFFER NEW PRODUCTS OR SERVICES.

Just as one of your Goals is to build an army of Affiliates to help you to promote Your Offer, it is also CRITICAL that you have some products that You can offer to Your Customers and Prospects aside from Your Unique Product.

If you do not have a Unique Product, or if you want to Add Products to Your Site, there are two ways of doing so.

The First way is to go to Google.com and do a Keyword search for “Resell Rights”. This will give you Products that you can Resell and keep ALL the Profits. The reason why people allow their E-books to be given away is because there are links in those E-books that direct the reader to Offers that result in generating Profit for the Author. So the Author allows the E-book to be sold to get it into the hands of a Target Market.

This means that you make the Profit for the Sale of the E-books, and the Author makes the profit for anything that gets sold through the links in his E-book. Unless the E-book is competing with you for all of the products that you are trying to sell, this is a great way to build your income.

The Second way is to go to Google.com and do a search for the Keyword “Affiliate Programs”. This will open up a whole New World of Products for you to Sell for a Commission without ever handling the Product. Remember that in the case of Affiliates, you may earn a commission of 20%-50%, whereas when you have Resell Rights to E-books and/or Software, you keep 100% of the profits. It’s best to have Your Site set up so that you can accommodate both of these types of offers. While E-books are 100% profit, they may only sell for $20. At a 30% Affiliate Commission on a  $200 Course, on the other hand, your profit on a Sale is $60!

So both have value, and by having additional Products, whether it’s an E-book Set that you put together for Your “Special Price”, or an Affiliate offer, you can repeatedly offer these items to YOUR OPT-IN LIST.

Let’s say you have 100 Visitors to Your Site per day, and Your Site’s Sales-To-Prospect Ratio is 1/50. This means that you are making 2 sales per day, which means that you are NOT MAKING 98 Sales per day! Now, how beneficial would it be to at least have the Email Addresses of those 98 people so you could contact them again and again and again for free?!
NOW YOU CAN SEE THE IMPORTANCE OF BUILDING YOUR LIST!

Once you have Your List you have a ready-made group of people that you can REPEATEDLY MARKET. You can:

  • Invite them back to Your Site for a “Special limited time offer”,
  • Give them a Coupon or a Special Link to go to for a “Discount for acting in the next 3 days”, and
  • Offer them your unique product, a product to which you have the resell rights, or an Affiliate product.

You will NEVER run out of products to offer!

Axiom Number Fourty-Three – THE REPEAT METHOD, DONE PROPERLY, COULD RESULT IN GENERATING AS MUCH PROFIT AS YOUR GROSS NEW SALES VOLUME!

Your contact with Your List that will include both Prospects and Customers is done through your own Electronic Magazine. This is called an “Ezine”.

By publishing one twice a month, for example, you are INFORMING your List by providing Valuable, Free Information, and at the same time Promoting a New Offer.

There is a program required for creating the layout of the Ezine and merging it with Your List, as well as keeping track of Subscribe/Unsubscribe requests, which needs to be a part of every Ezine issue. This program is already one of the Tools that were needed to send out your mail to recruit Your Affiliates, so you will already have it! In addition, its also one of the Tools that will be required in order to automate much of your Business with the use of Autoresponders, which we will talk about in more depth shortly.

If you are not a proficient writer, do not worry! Just go to Google.com and do a search for the keyword “free content”. You will find a lot of content available out there that you can use for your Ezine. The thing to watch out for is that the free content comes with the requirement that you do not alter the link from the Author, which of course invites people to his Site. If his Site is in direct competition with you, don’t use it! You don’t EVER want to direct people AWAY from Your Site to a Competitor’s Site!

By sending out an Ezine twice a month, of leaves you the two off-weeks to send out some kind of “Special Offer”. You want to treat Your List like GOLD, because that’s what its worth to you! And because the folks on Your List BELIEVE IN YOU. So you don’t want to wear out your welcome. Contacting them once a week is as often as you should go.

You are probably personally subscribed to more than one Ezine, or Newsletter. I am sure you are receiving mine. You will want to follow a similar layout in terms of the Header, Footer, Content Space, etc. so it’s consistent each week. You wouldn’t want your local newspaper to have the Sports Section be Part A one day, Part B the next, Part C the next, etc.

Axiom Number Fourty-Four – CONSISTENCY BUILDS A COMFORT LEVEL WITH YOUR LOYAL FOLLOWERS, AND CREATES AN AIR OF PROFESSIONALISM AND CONFIDENCE.

Now let’s discuss HOW TO GET THE EMAIL ADDRESSES of people that have visited Your Site to build the list of those folks to continue to Market them.

Axiom Number Fourty-Five – OBTAINING THE NAME AND EMAIL ADDRESS IS A CRITICAL PART OF THE AMOUNT OF PROFITS THAT YOU GENERATE.

MAKE SURE YOU CLEARLY UNDERSTAND THIS CONCEPT!!

The reason why you want the Prospect’s First Name and Email Address is because the program you will be using will personalize the Email that you send to them, putting their First Name in the Subject Line of your message. This INCREASES the percentage of time that an individual will open a message.

Personally, whenever I get a message in my private mailbox that starts off “Friend”, I immediately report it as Spam! I never open it because I don’t know who sent and I don’t want to risk introducing a virus into my machine.

So, we have established WHY WE MUST HAVE AN OPT-IN LIST, and we have established WHAT INFORMATION WE NEED in order to maximize our Success Rate. Now let’s take a look at some of the ways to entice the Prospect to give us the information!

One of the very first ways is to simply OFFER THEM SOMETHING OF VALUE in return for their First Name and Email Address. This could be an Ezine subscription, or you can call it a Newsletter, a Special Report, a Handbook, an Audio Book, or anything that is inexpensive if not free to you. Some Sites will mail an audiotape to the Prospect, for example. I prefer to keep it simple and work with something of value that is downloadable, such as the specific items listed above. This way the cost to you is free, and there is no labor involved in producing or handling a Product.

At the Site, if the folks PURCHASE YOUR OFFER, you automatically have their Name and their Email Address, as well as what they have purchased, as long as Your Site is set up properly to capture this Information. Heck you even have their City and State to personalize follow-up Emails with!

Just add to your Sales Presentation: As one of the BENEFITS of PURCHASING TODAY, I AM INCLUDING A ONE YEAR SUBSCRIPTION TO “MY FABULOUS EZINE”, a $119.40 Value, ABSOLUTELY FREE!

Axiom Number Fourty-Six – IF THEY DO NOT PURCHASE YOUR OFFER, YOU CANNOT LET THEM LEAVE YOUR SITE WITHOUT OFFERING THEM SOMETHING OF VALUE IN RETURN FOR THEIR NAME AND EMAIL ADDRESS.

You would then offer Your Prospect something of Value in order to get their First Name and Email Address. Here are some GREAT WAYS TO DO THIS!

First, when the Prospect attempts to exit Your Site, a pop-up comes up that presents Your Offer:

SUBSCRIBE TODAY TO OUR NEWSLETTER- A $119.40 VALUE FREE FOR THIS LIMITED TIME OFFER ONLY!

Or SUBSCRIBE NOW TO OUR NEWSLETTER – A $119.40 VALUE -ABSOLUTELY FREE!

Instead of “NEWSLETTER”, you can say “SPECIAL REPORT” – a $19.95 VALUE – ABSOLUTELY FREE!

OR OUR “AUDIO BOOK”, FILLED WITH INCREDIBLE, VALUABLE, MUST-HAVE INFORMATION – A 29.95 VALUE – ABSOLUTELY FREE!

You get the idea. Give them some reason to NOT LEAVE without taking you up on your ENTICING OFFER! Once you have their First Name and Email Address, you have the potential of Years and Years of Sales to this Prospect!

Now let’s talk about one of the MOST IMPORTANT ASPECTS OF SALES, because this is a CRITICAL TIME in Your Site’s interaction with Your Prospect.

What I just described to you is what MANY SITES do and do effectively to capture the information that they need in order to build their lists.

But if Your Site is advanced enough, you can employ a Series of TWO POP UPS, having the “SIGN UP NOW FOR OUR NEWSLETTER” Pop up be SECONDARY to the SURVEY POP UP.

Axiom Number Fourty-Seven – IN SALES, THE SINGLE MOST CRITICAL PIECE OF INFORMATION, THE DIFFERENCE BETWEEN CLOSING THE SALE 100% MORE OFTEN, IS FINDING OUT WHAT THE OBJECTION IS.

The REASON why Your Prospect didn’t buy, in Sales Terminology, is called the OBJECTION. Getting the OBJECTION IS CRITICAL because it allows you to design an Autorespond message that SPECIFICALLY ADDRESSES the issue of the Prospect’s OBJECTION.

For example, let’s say that the Prospect came to Your Site because they were interested in Your Offer, but they didn’t buy. Was it because the Price was too high? Was it because the Offer wasn’t clear? Was it because they were Skeptical that it could live up to its claims?

Would this information be HELPFUL to you? YOU BET IT WOULD!

You’d be able to design an Autorespond message that said:

Jim, thank you so much for visiting our Site on Thursday 2/8 to inquire about our Widget X-100. I understand that you were looking for a Product that will not only do Tasks A, B and C EFFORTLESSLY, but will also do TASKS D and E just as effectively!

(This is known as a RECAP of the benefits, which is a form of using what is known as a SUMMARY CLOSE; much more on Closing techniques later)

“As I understand it, You LOVED the Widget X-100 but the price of $198 was a little steep right now, eh?! Don’t worry, your secret’s SAFE with me.”

(This is another Sales technique – “AGREE. And then DISARM”)

“Well Jim, let me put your mind at ease, because I’ve got GREAT NEWS FOR YOU! I am sure you KNOW the BENEFITS of OWNERSHIP of the Widget X-100, and frankly I’d LOVE for you to own one! So here’s what I have done.

I have created a “SPECIAL LINK” for you to be able to take advantage of purchasing the Widget X-100 TODAY. Clicking on this link will take you to a SPECIAL PRIVATE SITE that will allow you to purchase the Widget X-100 today, but instead of billing your credit card for $198, Jim – We’ll do just $33 a month for the next 6 months!

Jim, HOW’S THAT FOR GREAT CUSTOMER SERVICE AND CONFIDENCE IN OUR PRODUCT!! J

I only ask that when you tell your friends where you bought your Widget X-100, PLEASE KEEP THIS SPECIAL OFFER UNDER YOUR HAT! If we were to try to sell EVERY Widget X-100 this way, we just couldn’t do it!

But on a LIMITED BASIS, for a LIMITED TIME, to folks who would honestly benefit from owning one, it just seemed like the Right Thing to Do.

So Jim, Click Here Right Now to go the SPECIAL SITE for the SPECIAL OFFER, and Your Widget X-100 will be in your hands before you know it!”

Sincerely,
John Smith

Widget Master

P.S. Jim, “I want to make sure to mention that you DO STILL RECEIVE the THING-A-MA-JIG X-100 ATTACHMENT, THE WATCHA-MA-CALL-IT AND THE DO-HICKEY EVEN WITH THESE SPECIAL TERMS!

AND, DON’T FORGET, THERE IS STILL ABSOLUTELY NO RISK FOR YOU BECAUSE THE ENTIRE PACKAGE COMES WITH A FULL ONE-YEAR, NO QUESTIONS ASKED, MONEY BACK GUARANTEE!

 

 

CLICK HERE RIGHT NOW TO TAKE ADVANTAGE OF THIS INCREDIBLE OFFER WITH OUR COMPLIMENTS!”

Now, can you see how VALUABLE having the Prospect’s First Name, what Offer they were interested in, and what their OBJECTION is, can help you to CLOSE SALES?!  I thought so!

This is known as “Back-end” Sales. As opposed to COLD AND REFERRAL MARKETING STRATEGIES, which are Sales to NEW PROSPECTS, done on the Front-end of Your Site, REPEAT MARKETING TAKES PLACE ON THE BACK END OF THE SALES PRESENTATION.

So, when a Prospect attempts to exit, Your Site would be the MOST POWERFUL if the FIRST POP-UP offered something of VALUE in return for filling out a 6 or 8 Question SURVEY.

Let’s explore EXACTLY HOW to Set Up Your Survey to work in conjunction with Your Autorespond Program.

One of the questions of the Survey will be:

What Offer were you interested in Today:

Followed by a drop down menu of choices of product or product lines.

And One of the Questions of the Survey will be:

What was the reason why you didn’t buy today:

Followed by a drop down menu of choices, such as “skeptical”, “too costly”, “not enough time”, didn’t have credit card handy, etc.

Then your program gathers the information, and knows that Jim, at Email address JimTheProspect-@-Example.com wanted the Widget X-100 but couldn’t afford it right now. And the next thing you know, your Autoresponder AUTOMATICALLY sends a message like the one that we just reviewed!

Let’s say that you have 4 Products that they could have been interested in, and 5 reasons why they may have chose not to Purchase the Product today. If the Prospect chose Choice One on the First Question, and Choice One on the Second Question, then a message from the Survey would be generated to a Specific Mailbox that you could name 1,1. Likewise, you would set up 1,2, 1,3, 1,4, and 1,5, then 2,1-2,5,  3,1 – 3,5 and  4-1 – 4,5. You would then set up 20 SPECIFIC AUTORESPOND MESSAGES to go to the folks in these SPECIFIC mailboxes to address their SPECIFIC OBJECTIONS!

If the Prospect refuses to fill out the Survey, and instead exits the Survey, THEN the Second pop-up offering a free Ezine, newsletter, or a $19.95 report, etc. should Pop up to give you a SECOND CHANCE to obtain the Prospect’s First name and Email Address. You won’t have the OBJECTION, but at least you will be able to continue to contact the Prospect.

To review, there are Two ways of obtaining the First Name and Email Address if the Prospect does not make a purchase. The BEST WAY is the Survey Pop-up and the Second Value-for-Info Pop-up upon exit by your Prospect. You should also have the Option for the Prospect to EASILY voluntarily sign up for your Newsletter or Ezine on every page that is feasible so you have their information and you can add them to Your List. When we get to Chapter Twelve, YOUR SITE, we will see in Detail exactly how these two pop-ups fit in to the STRUCTURE of YOUR SITE!

IN ADDITION TO OFFERING SOMETHING OF VALUE TO YOUR PROSPECT ON EXIT FROM YOUR SITE WITHOUT PURCHASE, YOU CAN ALSO OFFER SOMETHING OF VALUE IN YOUR ADS!.

THIS IS A CRITICAL PIECE OF MARKETING TECHNOLOGY SO PAY CLOSE ATTENTION.

INDIRECT MARKETING WITH A TWIST!

When you run your ad, say in Classifieds, instead of whetting their appetite and then directing them to click on a link to Your Site, which is DIRECT MARKETING, you can have them click on a link to obtain a FREE REPORT- VALUE $19.95.

THIS REPORT PRESELLS THE IDEA OF YOUR OFFER AND DIRECTS THE PROSPECT TO YOUR SITE.

This is an EXCELLENT EXAMPLE OF INDIRECT MARKETING because it involves going to Your Site indirectly through the invitation in the Report that they are retrieving. HOWEVER, IN ORDER TO GET THEIR COPY OF THE REPORT, THEY MUST PROVIDE THEIR NAME AND EMAIL ADDRESS!!!!

AND JUST LIKE THAT, YOU’VE GOT THEIR INFORMATION BEFORE THEY EVER GET TO YOUR SITE!

BOTH DIRECT and INDIRECT MARKETING have their plusses and minuses. If you entice a Prospect to come directly to Your Site, and they do not buy, at least you got them to Your Site and you have two opportunities upon exit, the “SURVEY” screen and the “VALUE” screen, to obtain their information.

But sometimes, if they weren’t “Warmed up”, or “Pre-sold”, Your Site’s Sale-To-Prospect Ratio will be lower than if the Prospect WAS warmed up first.

On the other hand, if you attempt to get their First Name and Email Address before they can open the “FREE REPORT -$19.95 VALUE”, here’s the concern. Unless it is a TRULY COMPELLING OFFER, you will lose potential Prospects who may have come to your Site but now do not know what Your Site even is.

One Solution to this dilemma is to put both the link for the Report AND the link for the SITE in Your Ad. This way, if a Prospect goes to retrieve the Report, and sees that they have to enter information, and gets cold feet, they can return to the ad and have the opportunity to go directly to the Site.

Only by trying different ads and tracking Your Results will you know which type of Promotion works best for you. Fortunately, one of the programs that we will talk about further in the TOOLS Section of Part Three tracks the ads FOR YOU! So you will KNOW which ads were Successful and which weren’t. This will allow you do stop running the ads that do not produce the desired results, and run more of the ads that are productive as well as to try new ads.

Once you have a few Successful Ads, then you can move to the next level, which would be strategically placed PAID Classified ads, as opposed to only free ones. This expands your COLD MARKETING Campaign, helping you to personally develop more Traffic to Your Site and earning the full Sales Price less the cost of the ad, of course. But there’s no Affiliate to pay a percentage of the Commissions on Business that you generate yourself.

Now there are TWO THINGS that will help you to build the Army of Affiliates that you need. One is MONEY. There’s no substitute for it. You need to pay a reasonable commission, or other Sites won’t participate. And you need to make it a TWO TIER Affiliate Program, so that Your Affiliate can in turn recruit Affiliates so that the Army continues to grow! Your hope is that in time you have THOUSANDS of AFFILIATES sending TONS OF TRAFFIC YOUR WAY!

But here’s a NEW TWIST on SELLING YOUR AFFILIATES ON PUSHING YOUR OFFER. SHARE THOSE WHO SIGN UP FOR YOUR OFFER WITH YOUR AFFILIATE!

In other words, let’s say that Your Affiliate has a link to Your Site on their Site, and a Prospect clicks on that link. If the Prospect BUYS, the Affiliate earns a Commission. But if the Prospect does NOT buy, the Affiliate doesn’t earn anything. In time, without Sales, the Affiliate will most probably choose to utilize the space on his Site for another Site’s Offer since yours isn’t making money for him.

Now the BOTTOM LINE is that Your Site MUST Make Sales with a reasonable Sales-To-Prospect Ratio. But the point that I am making is this: If the Affiliate sends Traffic your way, that Affiliate not only earns a Commission IF the Prospect BUYS, the Affiliate ALSO RECEIVES the First Name and Email Address of this Prospect to ADD to their list as well!

THIS AFFILIATE WILL BE MUCH MORE EXCITED TO DO BUSINESS WITH YOU AND TO RECOMMEND YOUR PROGRAM TO OTHERS!

Just think of it this way. The Affiliate is now helping himself to BUILD HIS LIST AND GET PAID FOR IT because in the process of referring Traffic to you, he is gaining access to the First Names and Email Addresses of the Traffic that he generated!

WHAT YOU NOW HAVE ARE A BUNCH OF EXTREMELY MOTIVATED AFFILIATES THAT WANT TO SEND YOU TRAFFIC BECAUSE YOU NOT ONLY SELL SO THEY MAKE MONEY, BUT YOU ALSO HELP THEM TO BUILD THEIR LISTS. PLUS, YOU ARE MAKING THEM LOOK GOOD TO IN THE PROCESS BECAUSE THEY ARE GIVING AWAY VALUABLE INFORMATION.

SO YOU ARE NOW THEIR HERO!

When it comes to Repeat Marketing, this should be Clear:

Axiom Number FourtyEightIT IS MUCH MORE COST EFFICIENT TO SELL AN EXISTING CUSTOMER, THEN AN EXISTING PROSPECT, OR A NEW PROSPECT, IN THAT ORDER.

A CUSTOMER WILL BE MORE APT TO TRUST YOU AND BUY ANOTHER PRODUCT BECAUSE THEY HAVE AN ESTABLISHED RELATIONSHIP WITH YOU.

If a customer has purchased something from you, they have received it, and they’re happy with it, when you make a new offer to them, Statisically, Your BEST CHANCE for a Sale is from an EXISTING CUSTOMER.

The next most Cost-effective group to Sell to are your EXISTING PROSPECTS. These folks haven’t purchased anything from you, but they Opted In at some point to receive your Ezine or Newsletter or Bulletin. They know who you are and have somewhat of a comfort level with you. Approaching this group with a New Offer will not be as cost-effective as that of Your Customers, but it will still yield better results than “Cold Prospects” will.

This leaves “COLD PROSPECTS” in the third position, as the least cost-effective of the Three Groups.

However, even though Your OWN Opt-in list to Your Customers and Prospects are the Most Cost-Effective, when you are first starting out, YOU DON’T HAVE ANY! That’s why COLD MARKETING TECHNIQUES are so CRITICAL to get started, as is the DEVELOPMENT OF AN ARMY OF AFFILIATES TO HELP YOU TO SELL YOUR OFFER!

Since BOTH Cold Marketing AND Affiliate Marketing are the Two Sources for the generation of NEW BUSINESS, it is CRITICAL that you ALWAYS DEVOTE TIME AND EFFORT TO BOTH COLD AND AFFILIATE MARKETING!

You now have a good idea of exactly what to do in order to get QUALIFIED TRAFFIC TO YOUR SITE!

Remember the “funnel” concept that we talked about earlier. By driving Qualified Traffic to Your Site, you are over the first two hurdles. You have Driven VISITORS to Your Site, and, you have driven QUALIFIED Visitors so you have maximized your PROSPECT-TO-VISITOR RATIO.

In terms of Profit, let’s say that you generate 100 Visitors per day from your Cold Marketing, and another 300 Visitors per day from your Affiliates. That’s a total of 400 visitors. Now lets say that you are selling something for $100, and that 1/50 Prospects buy your offer. Let’s say for example that all of these Visitors are Prospects for illustration purposes:

This means that for the 100 Prospects that you generated through COLD MARKETING, 1/50 purchased, so you have 2 Sales at $100 each, totaling a Gross Sales Volume of $200.

Affiliate Marketers drove 300 Prospects to Your Site, and at 1/50, Your Site closed 6 Sales. At $100 per Sale, this totals $600. If you are giving out a 40% Commission, then the Affiliates earn $240, and you earn $360. ($600 in Gross Sales minus $240 in paid commissions to Affiliates equals $360).

So for this day, you had Gross NEW SALES of $200 + $600, which equals $800 for the day. This does not include any BACK END SALES through the use of the Autoresponders, which we will talk about next, and it doesn’t consider The Value That Your Business Gained By Adding to Your List.

If 1/50 purchased, then 49/50 DID NOT! That means that out of your 400 Prospects, you made 6 Sales, while 394 DID NOT PURCHASE! BUT, if you were able to obtain 1/2, or 200 First Names and Email addresses out of the 394 who did not purchase, then you will be able to continue to contact these 200 Prospects. This provides you with the Opportunity to either Sell them Your Offer, a Profitable AFFILIATE OFFER or a Product for which you have the Resell Rights.

Autoresponders are an INVALUABLE TOOL. As I HOPE you are starting to see, PROMOTION is the KEY to GETTING TRAFFIC. Without Traffic you’ve got a dead Site. So Traffic is CRITICAL! The MORE TIME AND EFFORT you put into BOTH Cold AND Affiliate Marketing, into finding Affiliates, into making sure that your ads are placed, and that your Search Engine Ranking is as good as it can be, etc. is CRITICAL to the GENERATION OF THE DESIRED AMOUNT OF PROFITS!

NEVER FORGET YOUR GOAL, WHICH IS TO GENERATE THE DESIRED AMOUNT OF PROFIT!

As part of the setup of Your Site, you will have NUMEROUS MAILBOXES. The Autoresponder is set such that whenever an Email comes into a specific box, the Autoresponder sends a pre-set message. At the bottom of that message you should insert the following. “In the event this message did not answer your question, please feel free to contact me at Mysite.com”.  This automates all mailboxes except for the ONE that you need to check daily to answer customer inquiries.

LOOK FORWARD TO THESE MESSAGES- THEY ARE AN EXCELLENT SOURCE OF FUTURE CUSTOMERS BECAUSE YOU ARE DEVELOPING A PERSONAL RELATIONSHIP WITH THEM.

In addition to automating your mailbox responses so you are not answering Emails all day instead of promoting Your Business, the Autoresponders can be set up to:

  • Send an automatic message confirming their order
  • Send password information as required for access
  • Send the correct rebuttal message based on survey response
  • Send a series of messages based on a pre-set schedule to introduce new products and services
  • Send your Ezine, newsletter or bulletins
  • Send special limited time offers to your prospects

One word of caution though. Do not attempt to SELL in the email. All you want to do is whet their appetite and entice them to click on a link where you can THEN Sell them on Your Offer in accordance with The Sales Principles that will be discussed in detail in the coming Chapters.

REPEAT MARKETING IS INCREDIBLY COST EFFECTIVE because with the click of a button, through the use of Autoresponders, you can Continually Market Your Opt-In List, MAXIMIZING THE AMOUNT OF PROFITS THAT YOU CAN GENERATE From Your EXISTING Base.

Well, CONGRATULATIONS! You now have something that I didn’t have when I started out. With so much Information Overload, I couldn’t figure out EXACTLY WHAT I NEEDED TO DO IN ORDER TO GENERATE TRAFFIC TO MY SITE, AND WHY!

You can take a copy of the Summary of This Chapter, and have the FIRST CRITICAL PIECE OF YOUR BUSINESS PLAN IN PLACE!

YOUR MARKETING PLAN!

IMAGINE, WITH ALL OF THE STUFF THAT IS AVAILABLE TODAY ON THE INTERNET, HERE’S EVERYTHING YOU NEED FOR YOUR MARKETING PLAN TO DRIVE TRAFFIC TO YOUR SITE, SUMMARIZED ON ONE PAGE!

IS THAT COOL, OR WHAT?

© 2019 Rob Raskin | All Rights Reserved