ROB RASKIN - Business Owner, Sales Trainer, Consultant, and a die-hard Patriot!
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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?

How To Market

SUCCESSFUL MARKETING IS THE SCIENCE OF ATTRACTING PEOPLE TO YOUR BUSINESS IN SUFFICIENT NUMBERS AND OF THE NECESSARY QUALIFICATIONS IN ORDER TO REACH YOUR GENERATED PROFIT GOALS.

In Chapter Five we discussed KEY ELEMENT NUMBER ONE:

You cannot have a CUSTOMER until you have a PROSPECT. And we defined a “PROSPECT” as being a “QUALIFIED” VISITOR.

Therefore, we have a “FUNNEL” that looks like this:

|   V-I-S-I-T-O-R-S    |
\                                  /
\  PROSPECTS    /
\                         /
|    SALES       |
|                        |

The reason why these three categories are displayed as a “FUNNEL” is due to the number of people in each category.

In other words, you will get MORE VISITORS to your Site than you will get PROSPECTS, because some of the VISITORS are NOT QUALIFIED OR INTERESTED in what you are selling.

You will obviously have MORE PROSPECTS than SALES, because a percentage that is less than 100% will buy what you are selling.

In PART ONE, Chapter Six, we discussed the ratios of PROSPECTS-TO-VISITORS and SALES-TO-PROSPECTS.

Now we are going to go into detail and focus on the FIRST part of the FIRST CRITICAL RATIO:

THE PROSPECT-TO-VISITOR RATIO

The FIRST PART of the Prospect-To-Visitor Ratio is the “VISITOR” part.

The “VISITOR” is FIRST and FOREMOST in terms of IMPORTANCE because before you can have a QUALIFIED VISITOR, whom we call a “PROSPECT”, you must first have A VISITOR!

The FIRST KEY, as indicated at the TOP OF THE FUNNEL, is to ATTRACT AS MANY VISITORS T O YOUR SITE AS POSSIBLE

Note: Keep in mind that there must be some correlation between the number of Visitors and a Reasonable LEVEL OF INTEREST! We will discuss this issue shortly.

Axiom Number Twenty-NineTHE TOP PRIORITY IS TO MAXIMIZE THE QUANTITY OF THE VISITORS YOU ATTRACT

There’s a saying that goes:

“RUNNING A BUSINESS WITHOUT ADVERTISING IS LIKE WINKING AT A GIRL IN THE DARK. YOU KNOW WHAT YOU’RE DOING, BUT NO ONE ELSE DOES!”

If you do not advertise, how will anyone know that you are there or what you are doing? You can never assume that just because you have an INCREDIBLE Site, offering INCREDIBLE Information, Products or Services, that people will beat down your “door” to find you. THE REALITY IS THAT YOU NEED TO GO AND FIND THEM, AND ENTICE THEM ENOUGH TO COME AND VISIT YOU!

Let’s break this down into the two components: (1) FIND THEM, and then (2) ENTICE THEM.

Axiom Number Thirty WHERE ARE YOUR POTENTIAL CUSTOMERS RIGHT NOW?

First, you need to consider all the places that you can think of where Your Potential Customers are right now. This will take some thought and some research. After all, they’re not all only in one place, waiting for you.

Depending on what subject your Information, Product or Service is, there are certain places where there are bound to be a HIGHER CONCENTRATION of Potential Customers than in other places. What you don’t want to do is to waste your time advertising in areas where the people most probably have NO interest in what you are offering. In Chapter Nine we will address this issue in Great Detail.

Now let’s talk about the flip side of this point for a second, because it’s one of the many small but CRITICAL pieces that are a part of the formulation of your Success.

While Your Offer is most probably NOT universal in appeal (like Pepsi or Coke for example!), if your product appeals to TOO SMALL of a group of people, you are severely limiting yourself on the amount of Visitors that you can drive to your Site.

The lesson to be learned here is this. While you do not want to make your Offer so generic that it doesn’t have a TARGET MARKET, you also DO NOT want to make your Offer SO SPECIFIC that the Market is too small to give Your Business a chance to Generate the Desired Profit.

Axiom Number Thirty-One DEFINE YOUR TARGET MARKET TO BE AS WIDE AS POSSIBLE AND STILL BE CLEARLY DEFINED

Let’s take my Course as a simple example. If I wrote my Course and Marketed it as “HOW TO BUILD A SUCCESSFUL GARDENING INFORMATION BUSINESS”, instead of “HOW TO BUILD A SUCCESSFUL INTERNET BUSINESS”, the size of the Market of Potential Customers would have been CONSIDERABLY SMALLER. On the other hand, if I had Marketed my Course as “HOW TO BE SUCCESSFUL IN ANYTHING YOU DO” I would have watered down my TARGET MARKET, because the Course is SPECIFICALLY GEARED towards BUSINESS, and not just life in general.

Within these confines, from defining too tight of a Market for your Offer, to watering down your Market too much, you need to find the BIGGEST MARKET you can find without crossing the line to watering your Market down too much.

For example, “HOW TO PLANT AZALIAS” might better be changed to “HOW TO PLANT AND CARE FOR PLANTS AND SHRUBS”, because it widens the Market for the product. However, “HOW TO CARE FOR EVERYTHING OUTDOORS” waters down the Market.

While there are more things outdoors to care for than Plants and Shrubs, the TARGET MARKET is no longer clear.

Defining Your Market is Critical as we begin to develop YOUR MARKETING PLAN to attract the maximum amount of Qualified Visitors. Your Site will require these visitors in order to generate the PROFITS called for in your Business Plan. Also remember that:

  • The PRICE of your Offering,
  • The QUANTITY of Sales,
  • The existence of COMPETITION, and
  • The strength of AFFILIATE PROGRAMS,

Are all CRITICAL FACTORS in the Ultimate Success of Your Business.

At this point, you should be thinking about Several Potential Offers, either INFORMATION, PRODUCT, or SERVICE, that you feel has a TARGET MARKET that may be SUBSTANTIAL ENOUGH to be able to generate enough QUALIFIED VISITORS to make ENOUGH SALES to GENERATE YOUR DESIRED PROFIT.

As you can see, ALWAYS KEEP YOUR FOCUS ON YOUR ULTIMATE GOAL, WHICH IS TO GENERATE THE DESIRED PROFIT!

Before we get into the various Marketing Techniques that you will use to Reach your Potential Customers, let’s talk about some Statistics. This will give you a good idea of what in part, the task of Successful Marketing is all about. You’ll also be able to see why so many Businesses fail, just from this One perspective. There are LOTS of reasons why Businesses fail, but faulty Marketing, or a lack of the understanding of the Critical Nature of the task before them, is often a big contributory factor to their demise.

When you are doing “Cold Marketing”, meaning that YOU are making the INITIAL CONTACT to your Prospective Customer, the percentage of time that they respond favorably in general terms is 1% of the time. This is not to say that that aren’t things you can do to increase this return. But I don’t want you to think that if you have a Market of 1000 people that may have an interest in your Offer, that you’re going to have 500 sales. That’s a 50% Saturation Rate and that’s probably NOT going to happen!

If you have 1000 people and 1% of them are interested in your offer; you are going to generate 10 Visitors to Your Site.

Ideally, you’d want a market that is a million or more. It’s a fact that the bigger your market, the bigger your numbers at the Top of Your Funnel.

If you put 10 Visitors PER DAY into the Top of your Funnel, of which 9 are PROSPECTS, and your Sales-To-Prospect Ratio is 1/45, then you are going to get 1 Sale every 5 days, because it will take 5 days to get 45 Prospects at the rate of 9 per day.

If however you have a big enough market to generate 100 Visitors per day, then based on 90% you’ll have 90 Prospects and at 1/45, you’ll have 2 sales per day.

As you can see, there is a HUGE DIFFERENCE to Your Gross Sales Volume, isn’t there? At 10 Visitors a day, you make 1 Sale every 5 days, whereas at 100 Visitors a day, you make 2 sales PER day. Taking it one step further, at 1000 Visitors per day, you’d make 22 Sales per day!

Always keeping the funnel concept in mind, you will want to have the WIDEST POSSIBLE MARKET to attract the LARGEST QUANTITY OF VISITORS, to fill up the TOP of your Funnel. This is a CRITICAL part of Your Success!

Axiom Number Thirty-Two – PERSISTENCE PAYS

Another place in which Businesses often come up short is in the area of PERSISTENCE. Your message cannot go out to people just one time. Or two, or three.

Your message needs to be CONTINUAL. Consumers need to gain a COMFORT LEVEL by hearing about you over time. If you put out an ad, get your 1% response, and stop advertising, then even if you do have a Large Market, what will you do AFTER you send out that ad?

The answer is simple: DO IT AGAIN, AND AGAIN, AND AGAIN, AND AGAIN!

Statistics shows that the FIRST TIME you send out your ad, is NOT the highest percentage of response. Typically, the first time people see your ad, they may or many not even notice it. The second time, maybe they DO notice it. The third time, maybe they give it a moment’s thought. They fourth time the idea is growing on them. The fifth time they meant to call but didn’t. The sixth time they called.

In this case, it took SIX TIMES to get this particular person to respond to your ad.

A lot of times Businesses will send an ad to a particular group of Potential Customers, and then send an ad to A DIFFERENT GROUP, and then yet a THIRD GROUP, and so on. WRONG! WRONG! WRONG!

PERSISTENCE PAYS!  THE SQUEAKY WHEEL GETS THE OIL!!

Axiom Number Thirty-Three SEND THE SAME AD TO THE SAME GROUP A MINIMUM OF THREE CONSECUTIVE TIMES

Send out the ad to the same group a MINIMUM of THREE CONSECUTIVE TIMES. Keep track of the results and if the fourth time is giving you diminishing returns, THEN you might want to run it once more, or move to another area, depending on whether or not the return has diminished to the point where it is no longer Profitable.

If at this point you do not have a solid idea of what you are Offering to sell, that’s okay, because at this point, at least you know what the best Characteristics are for your offer.

You know that you want an Offer that appeals to a sizeable, reachable market, where there is a need that you are filling. And then you know that other factors such as the Cost of the item as it relates to the Sales price, Competition and the Strength of related Affiliate Programs, are all factors.

If you do not know what you will be offering, you can certainly narrow it down to something that you are familiar with, and then spend some time searching for Sites that carry related items to see if there seems to be a Market for Your idea. There are plenty of chat rooms and forums in which you can participate, and ask those folks what they think of your idea.

FREE Market Research in the areas that you will ultimately be advertising in is an EXCELLENT way to determine if there is a Market for your Offer.

Once you determine WHAT you are going to Offer and WHERE you are going to Market it, you have taken a HUGE STEP FORWARD to building the Foundation to Your Business.

In Chapter Nine, we will discuss the BEST WAYS to Market Your Offer to attract as many Visitors as possible.

Always keep in mind that we need to attract QUALIFIED Visitors, whom we call, PROSPECTS.

After we discuss the many different methods of ATTRACTING VISITORS, then we will explore how to design and write the ads themselves.

Then we will proceed to Chapter Ten where we will discuss how to best SELL THEM on Your Offer.

As you can probably see, SUCCESS IN BUSINESS comes from mastering ONE BUILDING BLOCK at a time. There is no such thing as rushing into Business and being Successful in the long term with the exception of the luck of one person in a million.

Success comes from Knowledge, Motivation, Persistence, and Desire, to name a few. What you are learning right now is DETAILED KNOWLEDGE, STEP-BY-STEP, from a 25 year pro, as promised!

Okay, NOW we’re to the FUN and MOST CHALLENGING part of the Business!

Axiom Number Thirty-Four THE THRILL OF THE CHASE!

“ULTIMATELY, YOUR SUCCESS OR THE LACK THEREOF WILL BE DIRECTLY RELATED TO THE AMOUNT OF TIME, EFFORT AND ENERGY YOU SPEND MARKETING YOUR BUSINESS”

THE IDEA IS FOR YOUR BUSINESS TO TAKE AS LITTLE TIME AS POSSIBLE TO DO ALL O THE TASKS THAT ARE NOT DIRECTLY RELATED TO MARKETING YOUR SITE.

When Your Site finally goes “LIVE”, that’s a VERY EXCITING MOMENT for you.

BUT, YOU ARE THE ONLY ONE THAT KNOWS ABOUT IT!

There’s well over a million Sites on the Internet – why would ANYBODY visit YOURS?

The answer is this:

Axiom Number Thirty-Five THE REASON WHY FOLKS WILL VISIT YOUR SITE IS BECAUSE YOU ATTRACT THEM TO YOUR SITE.

THE AMOUNT OF TIME THAT YOU SPEND SUCCESSFULLY ATTRACTING VISITORS TO YOUR SITE IS DIRECTLY RELATED TO THE AMOUNT OF PROFITS YOU GENERATE.

One of the BIGGEST MISTAKES a person who is in Business can make is to not recognize THE MOST IMPORANT TASKS. While there are MANY tasks that have to get done, one thing is AN ABSOLUTE CERTAINTY:

IF YOU DO NOT HAVE A POTENTIAL CUSTOMER, YOU WILL NEVER HAVE AN ACTUAL CUSTOMER!

No matter WHAT KIND of Business it is, that Business needs to ATTRACT POTENTIAL CUSTOMERS, and then TURN THEM INTO CUSTOMERS!

For many years, I have explained the Division of the Work Force as being represented by two groups:

JOB CREATORS AND JOB MAINTAINERS

Both groups, Job Creators AND Job Maintainers, are CRITICAL to the SUCCESS of the Business.

In a Conventional Business, The Job Creators are composed of two groups: The Marketing People, who FIND THE PROSPECT, and The SALES PEOPLE, who turn the Prospect into a CUSTOMER.

Once the Business has a CUSTOMER, The Job Maintainers go to work. The Maintainers go about making sure that the products and/or services that were sold to this Customer are delivered.

Product may need to be ordered, manufactured, assembled or delivered. Service personnel may need to follow up with the Customer to be certain that the Customer is satisfied. There may a Collection Department, a Human Resources Department, and an Accounting Division to MAINTAIN the ebb and flow of the day-to-day Business Operations.

As you can see, BOTH Job Creators AND Job Maintainers are CRITICALLY IMPORTANT to the OVERALL SUCCESS of the Business.

But CLEARLY, UNTIL THE JOB IS CREATED – THAT IS, UNTIL THE BUSINESS HAS A CUSTOMER – THE JOB MAINTAINERS HAVE NOTHING TO MAINTAIN! No product to deliver, no services to render. Nothing to do until the JOB CREATORS, MARKETING AND SALES, FIRST CREATE A CUSTOMER!

THIS IS A CRITICAL LESSON TO LEARN!!

ALWAYS UTILIZE THE MAXIMUM AMOUNT OF YOUR ENERGY WITH THE FOCUS OF FINDING A POTENTIAL CUSTOMER, AND TURNING THEM INTO A CUSTOMER.

DO EVERYTHING POSSIBLE TO AUTOMATE EVERYTHING YOU CAN AUTOMATE that is OPERATIONAL IN NATURE. YOUR PRIMARY FUNCTION MUST BE TO CREATE PROSPECTS, AND THEN HAVE A SIGHT THAT CAN MAXIMIZE THE SALES-TO-PROSPECT RATIO.

Chapters 10, 11 and 12 are devoted to How to Sell, Verbiage and Closing Techniques, and the layout and flow of Your Site. The ULTIMATE GOAL is to be able to AUTOMATE virtually EVERY ASPECT of Your Business. But ONE of the ABSOLUTE MOST CRITICAL POINTS IS THIS:

THE MORE EFFECTIVE YOU CAN BE IN GENERATING PROSPECTS, THE MORE TIMES YOUR SITE HAS THE OPPORTUNITY TO SELL YOUR OFFER.

Let’s review the concept of the “FUNNEL” from Chapter 8.

|   V-I-S-I-T-O-R-S    |
\                                  /
\   PROSPECTS   /
\                         /
|    SALES       |
|                        |

Remember that we said that we start by creating VISITORS, which is the LARGEST of the Three Groups by Quantity.

Then a certain percentage of the Visitors are PROSPECTS. We defined “PROSPECTS” as “QUALIFIED” Visitors.

And then we said that the combination of the NUMBER OF PROSPECTS and THE SALES-TO-PROSPECT RATIO determines Your number of Sales.

So, if you have 100 Visitors per day, and 90% of them are PROSPECTS, which is 90 PROSPECTS, and your SALES-TO-PROSPECT RATIO is 1/45, then you will make 2 Sales per day.

If you have 500 Visitors, and 90% of them are PROSPECTS, which is 450, and Your SALES-TO-PROSPECT RATIO is 1/15, then you will make 30 Sales per day.

Remember, we said that depending on the AMOUNT OF PROFIT that You Desire to Generate to Achieve Your Dream, that the Profit per Sale times the number of Sales determines Your Gross Profit. This means that if you have a Gross Profit of $98 per Sale, and you have 2 Sales per day, then Your Gross

Profit is $196 per day, or $6,000 per month.
Based on 30 Sales a day however, at the same $98 Gross Profit per Sale, you’d generate $3000 per day in Gross Profit, which is $90,000 per month!

We will address all of the issues that go into the MAXIMIZATION of the SALES-TO-PROSPECT RATIO in the next Four Chapters.

FOR THE PURPOSES OF THIS CHAPTER, WE WILL EXPLORE ALL OF THE MAJOR MARKETING TECHNIQUES TO MAXIMIZE THE NUMBER OF VISITORS THAT COME TO YOUR SITE.

A MARKETING TECHNIQUE is simply a method for attracting a Potential Customer. There are NUMEROUS Techniques that we will talk about in Detail.

But before we do so, let’s talk about the CONCEPT OF WHAT WE ARE TRYING TO ACHIEVE.

WHAT WE ARE NOT TRYING TO DO IS TO SELL THE OFFER!

THE PURPOSE OF MARKETING IS TO INTEREST THE POTENTIAL CUSTOMER ENOUGH TO CHECK OUT YOUR OFFER!

There’s a HUGE DIFFERENCE between TRYING TO SELL THE POTENTIAL CUSTOMER ON CHECKING OUT YOUR OFFER, AND TRYING TO SELL THE POTENTIAL CUSTOMER ON BUYING YOUR OFFER!!!!!

Its CRITICAL that you CLEARLY UNDERSTAND YOUR PURPOSE WHEN YOU MARKET!

You will have a SITE that SELLS YOUR OFFER.

When you Market, you are Selling Your Prospect on coming to Your Site.

MAKE SURE YOU ALWAYS REMEMBER THIS DISTINCTION!

Axiom Number Thirty-SixTHE FUNCTION OF MARKETING IS TO CREATE VISITORS TO YOUR SITE IN SUFFICIENT QUANTITY AND TO BE COST EFFECTIVE IN THE PROCESS!

THE COST EFFECTIVENESS OF ANY MARKETING TECHNIQUE IS DETERMINED BY THE PERCENTAGE OF THE COST OF THE TECHNIQUE AS IT RELATES TO THE AMOUNT OF PROFIT GENERATED FROM RESULTING SALES.

Let’s say that you can generate Prospects to Your Site for a cost of $1 each, you are selling products with an average per item profit of $25, and it takes 50 Visitors to make 1 Sale. In this case, obviously this Marketing Technique is not Cost Effective because the net result is that it cost $50 to generate enough Prospects to make 1 Sale with a Profit of just $25. NOT GOOD!

However, if the average Profit per item is $100, and the cost per Prospect is $.25, and you make 1 Sale for every 45 Prospects, then for every $11.25 that you spend Marketing Your Site, you generate $100 in Gross Profit, of which $88.75 is Net Profit before taxes! This is a VERY COST EFFECTIVE MARKETING STRATEGY!

So if a Marketing Technique costs $100 but generates LESS than $100 in Profits, it cost too much for this technique. But, on the other hand, if it cost $500 for a Marketing Technique, but it generates $5,000 in Profits, then this technique was WELL WORTH IT!!

You will want to have your Cold Marketing Costs be 10% AT THE MOST in Relation to Generated Profits. This means that some Marketing Campaigns may cost 20% of the Gross Profits generated, in which case spending $200 to generate $1000 in Profits is still a good investment. There are Marketing Campaigns that you will run that are FREE advertising, and therefore generate PURE PROFIT. And there are those that will be in the 5%-15% range in terms of MARKETING COSTS VERSES PROFIT GENERATED.

But it is NOT necessarily the case that the LOWER the percentage of Your Marketing Costs, the more profit you make!

Axiom Number Thirty-Seven – YOUR ADVERTISING COST, WHEN DONE EFFECTIVELY, IS YOUR FRIEND, NOT YOUR ENEMY!

LOTS OF TIMES THOSE WITHOUT A LOT OF BUSINESS EXPERIENCE THINK THAT IF THEY CAN HOLD THEIR ADVERTISING COSTS DOWN TO NOTHING, THEY ARE MAKING THE MOST PROFIT. THIS IS NOT NECESSARILY TRUE!

We will discuss the 3 Main Marketing Categories in Great Detail in Chapter Nine. For now, let’s define one of the Three Main Categories as “Cold Marketing.” Cold Marketing is the Marketing that YOU PERSONALL DO to attract Visitors to Your Site through Your Own Direct Marketing Campaign.

As part of designing Your Business Budget, we will be dedicating 10% of Gross Sales to be used for your Cold Advertising Budget. This will be achieved by a combination of FREE advertising, with of course some PAID advertising.

If it’s the case that your Cold Advertising Costs are 10% of your Gross Sales, then that means that by spending $10 for advertising, you have generated $100 in Sales.

See the illustration below:

ADVERTISING                  DOLLAR AMOUNT

COSTS AT 10%                  OF GROSS SALES

$     10                                  $     100

$   100                                  $  1,000

$1,000                                  $10,000

 

ADVERTISING                  DOLLAR AMOUNT

COSTS AT 25%                  OF GROSS SALES

$    25                                  $     100

$  250                                  $  1,000

$2,500                                 $10,000

As you can see, even when spending $25 in Advertising to generate $100 in Gross Sales, or $2500 in Advertising to generate $10,000 in Gross Sales,

Accordingly, if you spend $25 instead of $2500, did you SAVE $2475, or did you LOSE THE PROFIT ON THE DIFFERENCE OF $9900 IN GROSS SALES?!

OBVIOUSLY, assuming that there is a PROFIT to be made in the GENERATION OF GROSS SALES, the MORE GROSS SALES YOU GENERATE, THE MORE GROSS PROFIT YOU ALSO GENERATE!

As you will see in the NEXT Table, if the COST OF COLD ADVERTISING is 50%, and the Cost of ALL OTHER EXPENSES is 40%, and the COST OF GOODS IS 33%, then the TOTAL of these THREE IS 123%! Since this is MORE THAN 100%, which is MORE THAN THE GROSS SALES PRICE, THIS RESULTS IN A LOSS !!!!

ADVERTISING        DOLLAR AMT                  GROSS LOSS BASED

COSTS AT 50%       GROSS SALES                   ON EXPENSES OF 123%

 

$     50                                 $     100                                       $     23

$   500                                 $  1,000                                       $   230

$5,000                                 $10,000                                       $2,300

As you can see from the illustration below, the LOSS of $2,300 results from having a 50% Advertising Expense, 40% For All Other Expense, and a 33% Cost of Goods.

Sales Generated         =   $10,000

Less Adver Expense  =   $  5,000  (50%)

Less Oper Expense    =   $  4,000

Less Product Cost      =   $  3,300

—————————————-

TOTAL LOSS           =     – 2,300

CLEARLY, THE COST OF ADVERTISING CAN RESULT IN GENERATING PROFITS, OR GENERATING LOSSES! THIS IS WHY IT IS SO CRITICAL TO ADVERTISE, TO GENERATE GROSS SALES, BUT TO BE AWARE OF YOUR COSTS AS THEY RELATE TO THE GROSS AMOUNT OF SALES THAT YOU ARE GENERATING TO BE SURE YOU ARE GENERATING A PROFIT AS WELL!

We need to discuss one last element of importance before we look at individual Marketing Techniques. That element is TIME.

Axiom Number Thirty-Eight – TIME IS CRITICAL ELEMENT TO THE GENERATION OF PROFITS:

GENERATING $10,000 IN GROSS SALES FROM $2,500 IN ADVERTISING COSTS IS SOMETHING TO GET EXCITED ABOUT IF YOU CAN DO IT EVERY DAY. IF HOWEVER YOU CAN ONLY DO IT ONLY ONCE A YEAR, THAT’S NOTHING TO CELEBRATE ABOUT!

The point here is that you must have a big enough Market, a big enough Marketing Campaign, and big enough THINKING to GENERATE PROFIT RELATIVE TO TIME. By putting in your Effort, your Money and your ingenuity, you need to not just generate Sales, but rather to Generate the NUMBER OF SALES that you NEED TO GENERATE in a SPECIFIC TIME PERIOD in order to GENERATE THE DESIRED AMOUNT OF GROSS PROFITS.

Assume for a moment that Your Dream requires a $10,000 per Month Gross Profit. Based on a 25% Advertising cost, by spending $5,000 in Advertising for the Month you can generate $20,000 in Sales. If $5000 for the month is the Cost of your Operating Expenses, then you have generated $10,000 for the month in Gross Profit.

If however you spend $5,000 PER QUARTER, generating $20,000 in Sales PER QUARTER, then you are generating $10,000 in Profit PER QUARTER. This means a MONTHLY PROFIT OF ONLY $3333, WAY SHORT OF THE DESIRED PROFIT.

Here’s a very serious situation that occurs when your Gross Sales decrease as in the example above. The more that your Gross Sales decrease, the HIGHER the percentage of OPERATING COSTS are against the Gross Sales. We will discuss this in more detail in Part Three.

YOU SHOULD BE AWARE, HOWEVER, OF THE CRITICAL NATURE OF GENERATING SALES IN A PARTICULAR TIME FRAME WITH THE CORRECT PERCENTAGE OF THE COST OF ADVERTISING AS IT RELATES TO THE OVERALL SUCCESS OF YOUR BUSINESS.

We have an understanding of the Principles of Advertising, which are:

  • ADVERTISING GENERATES SALES
  • MAKE SURE YOU ARE ALSO GENERATING A PROFIT and
  • GENERATE YOUR PROFIT WITHIN A SPECIFIC TIME FRAME

Now let’s take a look at Different MARKETING TECHNIQUES and the affect they may have on Your Business!

There are THREE COMPLETELY DIFFERENT DIRECTIONS from which to Market Your Business. Each has its own TARGET group to whom you are Marketing. Since there are 3 different groups, there are three different approaches that are necessary in order to address each group. Within the Marketing Effort for each group, there are different Techniques that can be utilized to attract Visitors to Your Site. Some Techniques will be more cost effective than others will. Others may cost a bit more but are made up in Volume and in your ability to continue to Market your Customers.

Axiom Number Thirty-Nine – THERE ARE THREE POOLS FROM WHICH TO MAKE SALES: COLD MARKETING, REFERRAL MARKETING AND REPEAT MARKETING.

We will look at these THREE SEPARATE AND DISTINCT MARKETING STRATEGIES SEPARATELY so you can CLEARLY UNDERSTAND EXACTLY what you need to do in each area to MAXIMIZE the amount of Visitors to Your Site.

COLD MARKETING:

COLD Marketing consists of MARKETING DIRECTLY TO YOUR POTENTIAL VISITOR.  In other words, you are placing ads to find Prospects to visit Your Site. Depending on the technique, this can be the more expensive of the two ways to Market. However, there’s a rule in Business that says:

20% OF YOUR EFFORTS WILL GIVE YOU 80% OF YOUR RESULTS, WHILE 80% OF YOUR EFFORTS WILL GIVE YOU 20% OF YOUR RESULTS. BUT YOU NEED BOTH TO MAXIMIZE YOUR RESULTS.

Examples of Direct Marketing are Pay-Per-Click engines, Classified ads, etc. COLD MARKETING includes all of the Techniques for you to Directly motivate Your Potential Customer to take action. We will discuss these shortly.

REFERRAL MARKETING:

REFERRAL Marketing consists of Marketing to those who will in turn Market to Your Prospect.  In other words, you are in effect recruiting a Sales Force to find Prospects for you to visit Your Site. Depending on the technique, this can produce sizably more results. It is not without its costs, however. But this approach is critical to the amount of NEW TRAFFIC to Your Site.

You will attract some traffic via COLD Marketing, which in effect is you working on your own to build traffic to Your Site. REFERRAL Marketing allows you to build and ARMY of Sites that PROMOTE YOUR OFFER in return for a Commission, which is in lieu of the Advertising Costs of COLD MARKETING. There are several advantages of Referral Marketing:

  • You only pay commission when Sales are generated!
  • More Sales will be generated by the efforts of many than by you alone and
  • You now have a Customer that you can continue to Market for life for free!

REPEAT MARKETING:

REPEAT Marketing Consists of Marketing to Existing Prospects and Customers. With COLD Marketing and with REFERRAL Marketing you are Marketing to find a FIRST-TIME Prospect.

With REPEAT Marketing, you CONTINUE to Market EXISTING PROSPECTS whether they did or did not purchase anything. If they DID purchase, you now have a relationship with them and can sell them another product or service more easily than the first Sale because now they trust you. If they did not already buy from you, by continuing to Market them, you are interacting with them and building a comfort level with them.

Now let’s discuss the principles of DIRECT and INDIRECT MARKETING.

DIRECT MARKETING:

DIRECT Marketing consists of your attempts to Sell Your OFFER. If for example you want the folks to come to Your Site, you are Selling them in Your Ad to come directly to Your Site.

INDIRECT MARKETING:

Indirect Marketing consists of PRE-Selling Your Offer. This means that instead of advertising to direct Visitors to Your Site, you advertise to direct Visitors to Your Giveaway. Then you whet their appetite enough so that from there, they want to go to Your Site to get ALL of the information because the partial blurb of Information was SO EXCITING!

What To Sell

In PART ONE we explored two examples of expense structures.

In the case of Structure One, we allowed 50% of the Gross Sales Volume for expenses. We saw that if we were selling electronic information, there was no additional “Cost of Goods” over and above the expenses, which we will go into more detail on later.

In the case of Structure Two, we saw that if there was a “Cost of Goods” involved, that cost affected the Gross Profit because the cost of the product was over and above the 50% cost that we are allowing for all other Overhead and Operating expenses.

To refresh your memory, let’s review the following three illustrations that we went over in Chapter Six:

INFORMATION” SALES PROJECTION:

In the case of the Sale of Electronic Information, such as an E-Book, or an E-Course, there are no costs for the Product or for the Delivery. Therefore, the Gross Sales amount is ALSO the Gross Profit amount. See the projection below.

Dollar amount of Sales per Day:          $700

Number of Days per Month                  x 30

—————————————————–

Gross Sales per Month                   $ 21,000

Total Percentage of Expenses 50%

Gross Sales per Month                    $21,000

Estimated Percentage of Expenses    x 50%

—————————————————-

Gross Profit per Month                   $10,500

Gross Profit per Month                  $10,500

Number of Months for theYear           x 12

—————————————————-

Gross Profit for the Year             $126,000

Gross Profit for the Year             $126,000

Estimated Tax Liability               $  26,000

—————————————————-

NET PROFIT GENERATED =  $100,000

“PRODUCT” SALES PROJECTION NUMBER ONE:

In this Projection, we take a look at what happens to the Profit if you have Gross Sales of $700 per Day but you have a 33% Cost of Goods to Factor into the equation:

Dollar amount of Sales per Day           $700

Less 33% for Cost of Goods                $233

————————————————–

Gross Profit Per Day                            $467

Gross Profit per Day                            $467 instead of $700

Number of Days per Month                  x 30

—————————————————–

Gross Profit per Month                  $ 14,010 instead of $21,000

Total Percentage of Expenses 50%

Gross Profit per Month                   $14,010

Estimated Percentage of Expenses    x 50%

—————————————————-

Net Profit before Tax per Month    $ 7,005 instead of $10,500

Net Profit before Tax per Month   $ 7,005

Number of Months for theYear           x 12

—————————————————-

Annual Net Profit Before Tax     $ 84,060 instead of $126,000

Annual Net Profit Before Tax    $  84,060

Estimated Tax Liability @ 25%  $  21,015

—————————————————-

NET PROFIT GENERATED =  $ 63,045 instead of $100,000

“PRODUCT” SALES PROJECTION NUMBER TWO:

To compensate for the Cost of Goods at 33%, Gross Sales need HIGHER than the $700 per day in Projection Number One by the AMOUNT OF THE COST OF GOODS, so that when the Cost of Goods is deducted, there is still a $700 per day Generated Gross Profit.

Dollar amount of Sales per Day:        $1050 instead of $700

Less 33% for Cost of Goods               $ 350

—————————————————–

Gross Profit per Day                            $700

 

Gross Profit per Day                            $700

Number of Days per Month                  x 30

—————————————————–

Gross Profit per Month                  $ 21,000

 

Total Percentage of Expenses 50%

 

Gross Profit per Month                   $21,000

Estimated Percentage of Expenses    x 50%

—————————————————-

Net Profit before Tax per Month    $10,500

 

Net Profit before Tax per Month   $10,500

Number of Months for theYear           x 12

—————————————————-

Annual Net Profit Before Tax     $126,000

 

Annual Net Profit Before Tax    $126,000

Estimated Tax Liability               $  26,000

—————————————————-

NET PROFIT GENERATED =  $100,000

As a reminder, these three illustrations are based on the assumption that Your First Goal is to generate a Net Profit of $100,000, based on a 50% Overhead and Operating Expense.

The “INFORMATION” illustration shows that you need to achieve a Gross Sales Volume of $700 per day to generate Gross Profits of $126,000 for the Year, and thus generate a Net Profit of $100,000.

The first “PRODUCT” illustration shows that if there is a 33% Cost of Goods in ADDITION to the 50% Overhead and Operating Expense, the generated Net Profit for the Year would only be $63,045 instead of $100,000 with the Gross Sales amount as in the “INFORMATION” illustration.

The second “PRODUCT” illustration shows that assuming 50% Total Expense PLUS a 33% Cost of Goods, in order to achieve a $100,000 Net Profit, you’d have to INCREASE Gross Sales from $700 a day to $1050 Per Day to cover the Cost of Goods.

This does NOT mean that a Site that sells “Product” will be less profitable than a Site that sells “Information.” It DOES, however, mean that you MUST take this factor into consideration as you decide WHAT to sell on your Site!!!

Remember, the ENTIRE PURPOSE of what we are doing here is to do one thing:

GENERATE THE DESIRED AMOUNT OF PROFIT

 

In order to do this; one of the MOST CRITICAL thoughts that go into your SUCCESS is what we are doing RIGHT NOW –

Axiom Number Twenty-FiveDETERMINE WHAT TO SELL BASED ON THE ANTICIPATED AMOUNT OF GENERATED PROFITS

Let’s assume that you are selling a Widget for three times what it cost you to buy it. If you buy a Widget at a cost of $49, and you resell it for 3 times this cost, or $147, your Gross Profit is $147 – $49 = $98.

If 50% of the Gross Profit, which is $98, is the Total Cost of Expenses, then this means that out of $98, $49 is the Gross Expense Costs and $49 is the Profit.

See the Illustration below:

 

$ 49 Your Cost of Widget (This is known as the Wholesale Cost)

x  3  Based on a Mark-Up or Resell amount of Three times the Cost

—-

$147 Gross Sales Amount (This is known as the Retail Cost)

 

$ 147   Gross Sales Amount

– $49 – Cost of Goods

– $98 – All Expenses Totaling 50% of the Gross Sales Amount

——

$49 – $49 out of $147 equals a 33% profit margin

 

This means if you choose to sell PRODUCT, instead of INFORMATION, you will generate a Gross Profit of $33 for every $100 of Gross Sales.

If you sell INFORMATION, because there is no additional 33% for the Cost of Goods, 50% of the Gross Sales Price is Profit.

This means that if you sell $100 worth of your own INFORMATION, 50% is Gross Expense Cost, and 50% or $50 is the Gross Profit before taxes.

Whether the Net Profit before Tax is 33% of Gross Sales ($49 out of $147) or

whether the Net Profit before Tax is 50% of Gross Sales ($49 out of $98), the amount of Profit generated per Sale is IDENTICAL. So it is NOT to be said that a PRODUCT Site is necessarily LESS profitable. There’s a LOT of factors involved, which we will talk about now as we consider:

Axiom Number Twenty-Six YOU DREAM BIG, YOU THINK BIG!

 

One of the biggest things I see so often is that even when people dare to DREAM BIG, they don’t expand their THINKING to THINK BIG!

Remember, right back on the FIRST PAGE of Chapter One, we said that ultimately, Success begins where?

That’s right. BETWEEN YOUR EARS!

IF you THINK SMALL, you will get SMALL RESULTS. And SMALL RESULTS DO NOT BUILD BIG DREAMS!

What I am trying to get across to you is that whether you sell INFORMATION, or whether you sell a PRODUCT, you need to sell ENOUGH of them at the RIGHT PRICE so that the Profit comes out to what YOU DESIRE for them to come out.

In other words, let’s say that you feel that you can write an INFORMATION piece that you feel you could sell to a particular market for $98.

Now, let’s say that you feel that you can sell a particular PRODUCT to a particular market for $147 and it cost you $49.

In the first example, selling an E-book Set or Course of your own origin for $98, assuming a 50% Gross Expense, you are generating a Gross Profit of $49 for every Book Sold.

In the second example, selling a $147 Widget, less the $49 Cost of Goods, leaving $98 in Gross Profit before expenses, and less a 50% Gross Expense Allowance, which is $49, you are generating the same Gross Profit of  $49 for every Widget Sold.

Accordingly, for every 100 Books Sold, you generate $4900 in Profit. For every 100 Widgets Sold, you generate $4900 in Profit.

So it is not necessarily the case that INFORMATION is better to sell than PRODUCT. Only ONE of the many Variables is the DOLLAR AMOUNT OF PROFIT that you can generate from each Sale.

The next variable to consider is HOW MANY units you can expect to sell.

Let’s say that the WIDGET has UNIVERSAL APPEAL. There’s COUNTLESS Prospects for this Widget! You can Post your Advertisements in accordance with Your Marketing Plan and never run out of potential Prospects!

Let’s say that the E-book, on the other hand, is only for a very small niche market. Your feeling is that you will sell WAY LESS books than you will sell Widgets.

In this case, the Widget is the BETTER CHOICE, isn’t it!

After all, your purpose is to develop a Site that will GENERATE the PROFIT that YOU DESIRE!

The next Critical Element to explore is the amount of RELATED PRODUCTS that you can also offer.

In most cases, there are Related Products available on the Internet that you can offer for Sale on Your Site. You earn a Commission on these products. We will discuss this in much more depth in a later Chapter.

For now it is important to know that most Sites on the Internet offer what is called an “Affiliate” program, meaning that you can link to their Site, sell their product, and earn a percentage of the Sale for doing so.

With this is mind, let’s say that you have an INFORMATION book that you can write in an area in which you can develop yourself as an “EXPERT”. And let’s say that the topic of this book is a topic that has a lot of products available on the Internet that is complimentary to your Topic. If this is the case, you can develop a Site that sells your book, PLUS you can offer a WIDE SELECTION of complimentary Products and/or Services to your Customer.

Can you see that you NOW have the Profit potential from YOUR book PLUS a collection of other products as well?

Let’s take it a step further. Let’s say that you have several choices of what you can write about. Well, the first factor would be the SIZE OF THE MARKET for which you are writing.

If you can write two books, one of which would be interesting to only a few people, and one that would be appealing to MANY, then the book that has a Market of MANY would be the better choice….

AS LONG AS THAT MARKET IS REACHABLE!

Axiom Number Twenty-SevenIF YOU CAN’T REACH YOUR POTENTIAL CUSTOMER, YOU WILL NEVER HAVE A CUSTOMER!

Make SURE when you are considering a Market that you do your homework and find out where people that would be interested in YOUR INFORMATION or PRODUCT are FOUND on the Internet.

Note: In Part Three we will talk about techniques to reach Prospects that are off-line as well. For starting out however, we will confine Prospecting to the Internet due to Cost Considerations.

Let’s say that you have two books that you could write, on two different, UNRELATED subjects. And let’s say they have equal Market appeal. And they both have complimentary products available on the Internet that you can link to as an Affiliate to add to your Site and increase the Profits that you generate. What would be the determining factor?

In this case, the determining factor is the Price, Percentage, and Potential Number of Units you’d expect to sell through the Affiliate programs.

Let’s say that one subject has complimentary products that you can offer, but they are low priced and a review of the Affiliate programs show that you get 20% of the Sale. So the average sales price of the complimentary products are $20 each, and you make 20% on average, which is $4. THAT’S SMALL!!!!

AND WE THINK BIG!

However, the second subject has complimentary products that average $100 each and the average percentage for you as an affiliate is 30% per Sale for every sale you generate by sending visitors their way.

Which makes more sense to you. To refer people to a Site where you can make $4 per Sale, or to refer people to a Site where you can make $30 per Sale?

As you can see, there are several CRITICAL FACTORS to review when deciding what PRODUCT, SERVICE, or INFORMATION to sell.

The purpose of this exercise is to get you thinking about what you are going to be selling within the context of how much PROFIT it will generate. A lot of times, people sell on the Internet, and make money, but NO WHERE NEAR the money they DESIRE to make. One BIG reason for this is a lack of the understanding of the DYNAMICS that go into GENERATING PROFIT.

KNOWLEDGE IS POWER!

The following Variables need to be considered when determining What to Sell:

  • The type of item, INFORMATION, or PRODUCT,
  • The SIZE of the Market,
  • The REACHABILITY of the Market,
  • The PRICE of the item,
  • The amount of GROSS PROFIT of the item,
  • The amount of COMPLIMENTARY products that can be offered,
  • The average PRICE of those products, and
  • The average PERCENTAGE the Affiliate Programs are offering to you in return for generating Affiliate Sales.

Let’s explore several different scenarios with regards to developing a SOLID FOUNDATION for YOUR BUSINESS while keeping in mind the following:

REMEMBER TO THINK PROFIT!!!

What you DO NOT want to do is to put all of your effort into setting up a Site that is limited to low-priced products. Unless you are planning on selling THOUSANDS UPONS THOUSANDS UPON THOUSANDS of $1 widgets!

THE SINGLE MOST SUCCESSFUL RESULT WILL OCCUR IF YOU CAN FIND A SIZEABLE, REACHABLE MARKET FOR INFORMATION, A PRODUCT OR A SERVICE, AND THEN YOU CAN PROVIDE RELATED INFORMATION, PRODUCTS OR SERVICES THROUGH AFFILIATE OFFERINGS AS WELL.

Let’s take a look at Four different Scenarios, and Critique of them as whether they form the basis for the Foundation of a Sound Business Plan.

Scenario Number One: UNIQUE INFORMATION

  • You have the ability to write meaningful Information that a Specific, Sizable market, that you can Reach, wants and/or needs
  • You have looked at competitive Information and you feel confident that Your Information can compete.
  • You have reviewed the Affiliate Programs in this Market and you see numerous products with attractive pricing and percentage

Note that there are two ways to go about finding Affiliates. One way to find Affiliate Programs is to type Google.com and then enter “affiliate programs” in the search area. A second way is to enter a keyword instead of “affiliate programs” that is related to your subject and then look at the top 40 or so individual sites to see what you are competing with, and what type of Affiliate Programs they offer with regards to price and percentage.

Critique of Scenario Number One:

While a lot of factors have not yet been raised or discussed, based on the Information supplied, this Scenario provides a solid basis for the development of a Successful Business Plan because of a Competitive, Unique Information Product with a Sizeable, Reachable Market and Attractive Related Affiliate programs.

One of the points to consider is the Sales Price that you can charge for your information. As we saw in our tables, in order to generate $100,000 per year in Net Profit, you needed to generate $700 per day in Gross Sales. If the Information that you are trying to sell can be competitive only if it is sold for $9.95, you may not be able to generate enough traffic to make enough sales to generate 70 sales per day in order to reach a Gross Sales Volume of $700.

However, if your Information’s Sales Price is $98, you’d only have to sell 7.4 per day to have a Gross Sales Volume of $700. We’ll talk about Merchandising and Building Value later on in the Course.

Scenario Number Two – UNIQUE PRODUCT

  • You have the rights to a unique Product that a Sizable market, that you can reach, wants and/or needs.
  • You have looked at competitive Products and you feel confident that Your Product can compete.
  • You have reviewed the Affiliate Programs in this Market and you see numerous products with attractive pricing and percentage

Critique of Scenario Number Two:

While a lot of factors have not been raised or discussed, based on the Information supplied, this Scenario also provides a solid basis for the development of a Successful Business Plan because of a Competitive, Unique Product with a sizeable, reachable Market and attractive related Affiliate programs.

One of the points to consider is the Sales Price that you can charge for your Product. As we saw in our tables, in order to generate $100,000 per year in Net Profit, you needed to generate $1050 per day in Gross Sales based on Mark-up of a multiple of 3.

If the Product that you are trying to sell can be competitive only if it is sold for $19.95, you may not be able to generate enough traffic to make enough sales to generate over 50 sales per day in order to reach a Gross Sales Volume of $1050.

However, if your Product’s Sales Price was $147 for example, you’d only have to sell the same 7.4 per day to have a Gross Sales Volume of $1050.

Before we go any further, let’s review Scenario One and Scenario Two from the perspective that 7.4 E-Books at $98 will generate the same amount of profit as 7.4 Widgets at $147. If you have a choice of which one of these two to start off with, you can see how some of the other factors that we discussed; namely:

  • Market size,
  • Market reachability,
  • Product want/need, and
  • The attractiveness of Affiliate programs

Play an important role in your decision as to which is a better opportunity.  There is one more CRITICAL ISSUE TO POINT OUT HERE!

MARK-UP FACTORS:

If you can mark-up the Widget that you are selling by MORE than 3 times your cost, then based on the $147 retail price, you will of Course generate MORE than $98 in Gross Profit, because Your Cost will be less than $49.

But if you can only mark-up the Widget by 2 times, instead of 3, then Your Cost, based on the $147 retail price, at 50% is $73.50 instead of $49. This means that in order to generate the same $700 a day, you will have to sell MORE Widgets to make up for Your Higher Cost.

See the illustration below:

BASED ON A MARK-UP OF 3. YOUR COST OF $49, RETAIL PRICE 3 TIMES $49 = $147

$   147 – Retail Price

7.4 – Sales per day

——

$1,050 – Gross Sales

 

$1,050 – Gross Sales

–  33% – Cost of Goods

—————————

$700 Gross Profit for the Day

BASED ON A MARK-UP OF 2. YOUR COST OF $73.50, RETAIL PRICE 2 TIMES $73.50 = $147

$   147 – Retail Price

7.4 – Sales per day

——

$1,050 – Gross Sales

 

$1,050 – Gross Sales

–  50% – Cost of Goods

—————————

$  525 Gross Profit for the Day instead of $700

THIS MEANS THAT INSTEAD OF HAVING TO SELL 7.4 WIDGETS PER DAY, YOU NOW HAVE TO SELL 9.5 WIDGETS AT $147 TO GROSS $1400, SO THAT AFTER A 50% COST OF GOODS, YOU STILL GENERATED A GROSS PROFIT FOR THE DAY OF $700.

See the illustration below:

BASED ON A MARK-UP OF 2, YOUR COST OF $73.50, RETAIL PRICE 2 TIMES $73.50 = $147 WITH THE INTENT TO GENERATE $700 PER DAY IN GROSS PROFIT:

$   147 – Retail Price

      9.5 – Sales per day instead of 7.4

——

$1,400 – Gross Sales instead of $1,050

 

$1,400 – Gross Sales

–  50% – Cost of Goods

—————————

$  700 – Gross Profit for the Day

 

Obviously, the LOWER Your Profit Margin is, the MORE SALES you must make in order to generate the Required Amount of Profit. As you will see when we get to generating Traffic to Your Site, the More Sales that are required in order to generate the Desired Profit, the more challenging Your Task of generating Traffic to Your Site will be.

Scenario Number Three – Drop Shipped Product

 

  • You have an arrangement with a supplier to Drop Ship Product to your customer so you do not have to stock any product or spend any money on inventory. You do not have exclusive rights to a unique Product, and it is a market that has this very product already offered.
  • You have looked at the Identical Product(s) and you feel confident that there is enough room in this Market for more than one Site to sell this product.
  • You have reviewed the Affiliate Programs in this Market and you see numerous products with attractive pricing and percentage

Critique of Scenario Number Three:

While a lot of factors have not been raised or discussed, based on the information supplied, this Scenario provides a more challenging basis for the development of a Successful Business Plan because though there is a sizeable, reachable Market for this product, this product is already being offered.

 

However, one of the points to consider is that McDonalds, Wendys, Burger King and Jack-in-the-Box can often be found within a few yards of one another! The notion that there is already another Site with the same product, so you shouldn’t “waste your time” is only for those that are beginners! And, the idea that the only way to compete with these other Sites is to be the lowest price, in which case you will have a more difficult time generating the desired Profit, is a MYTH!

What it WILL TAKE, however, is INGENUITY! YOUR OFFER will need to STAND OUT, in IMAGE, in MERCHANDISING, and in EXPERTISE! We will deal with ALL THREE of these issues shortly.

The bigger issue with regard to this scenario is that you have NO CONTROL over the Product. What happens if you get a bunch of Sales, and the Drop-Shipper is out of stock for two to four weeks?! In order for this type of scenario to work, you need to have a CREDIBLE SUPPLIER, someone you can speak with directly, a discussion of how much inventory of an item that they will keep in stock for you, and a guarantee on your price as well. If you are ordering products out of a catalog, with no guarantee on price or availability, no agreement and no rep to speak with, you are NOT on solid ground!!

Scenario Number Four – Purchasing and Reselling Product

  • You purchase product, and then you ship to your customer. This gives you control over distribution. You do not have exclusive rights to a unique Product, and it is a market that has this very product already offered.
  • You have looked at the Identical Product(s) and you feel confident that there is enough room in this Market for more than one Site to sell this product.
  • You have reviewed the Affiliate Programs in this Market and you see numerous products with attractive pricing and percentage

Critique of Scenario Number Four:

While a lot of factors have not been raised or discussed, based on the information supplied, this Scenario provides a more challenging basis for the development of a Successful Business Plan because though there is a sizeable, reachable Market for this product, this product is already being offered.

The bigger issue of Scenario Three, with regard to the fact that you have NO CONTROL over the product, has been resolved by taking control of the product here in Scenario Four. This means you can control the quantity that you keep in stock. And you can control the shipping time.

The offset to the Quality Control, of course, is the cost of laying out the money to purchase the Product, and expending the manpower to physically ship the Product. If it’s a small item, storage won’t be as big of a factor. But if it’s a big, heavy item, you may need space, which may translate into rent, plus equipment, etc. And then you may get into employees, insurance, theft, breakage, etc. All of these ADDITIONAL COSTS need to be calculated into Your Cost of Goods and THEN the 3-times Mark-up needs to be done, in order to cover all of the expenses incurred in this Scenario.

One way that this Scenario would be effective would be if the price per item were large enough to justify the expenses. Let’s say for example that you are selling motorized beds for $2000 each. If that were the case, depending on how many units you can sell, you may not need a 3-times Mark-up in order to generate SIZABLE PROFITS.

Obviously, this Scenario requires a LOT more work than writing your own E-book and selling it so that it is automatically delivered! But, it is a Scenario that will work so long as the Target Number of Sales can be achieved. If for example, you can sell 1 bed per day, based on a 2-times Mark-up, you would generate approximately $126,000 Annually in Net Profit.

See the illustration below:

PROFIT BASED ON 2-TIMES MARK-UP OF A HIGH TICKET ITEM

$ 1,000- Wholesale Cost of Bed PLUS all expenses to purchase, store & ship

x   2 – 2-times Mark-Up

———

$2,000 – Gross Sales Amount

 

$2,000 – Gross Sales Amount

-1,000 – Total Cost of Goods

——–

$1,000 – Gross Profit before Expenses

 

$1,000 – Gross Profit before Expenses

x  50% – Total Expenses

——–

$  500 – Net Profit before Taxes

 

$  500 – Net Profit before Taxes

x 30 – 30 Days in a Month

——-

$15,000 Monthly Profit

 

$15,000 Monthly Profit

x 12 – 12 Months in a Year

———

$180,000 Net Profit before Taxes

 

$180,000 Net Profit before Taxes

x 30% Estimated Tax Liability

———–

$  54,000 Dollar Amount of Estimated Tax Liability

 

$180,000 Net Profit before Taxes

– $54,000 30% Estimated Tax Liability

———-

$126,000 NET INCOME based on the Sale of 1 Bed per day at $2,000 with a 2-times Mark-up and 50% Expenses verses Gross Profit

In this Chapter, we looked at 4 different Scenario’s for establishing the Foundation of Your Business. We discussed the differences, the plusses and the minuses of each Scenario and we correlated our findings with their effect on the PROFIT that will be generated based on each Scenario.

When it comes to offering INFORMATION, PRODUCT OR SERVICES, remember this:

Axiom Number Twenty-Eight YOU ARE LIMITED ONLY BY YOUR IMAGINATION

We discussed that the best way to be Successful is to IDENTIFY A MARKET, AND THEN FIND OR CREATE INFORMATION, A PRODUCT, OR A SERVICE THAT FITS THE NEED OF THAT MARKET. Remember that the Market must be REACHABLE.

As we continue through Part Two, we will go over many Marketing Techniques to Drive Traffic to Your Site. And, we will discuss the difference between Traffic and “QUALIFIED TRAFFIC”.

We will also discuss the many different ways to maximize your Sales-To-Prospect Ratio so that once you get a Prospect, you CLOSE THE SALE!

We will discuss the ways in which you can continue to Market the Customer once they have purchased your key product or products.

We will explore the ways in which you can continue to Sell to your Prospects that didn’t buy Your Offer the first time they visited.

We will discuss Merchandising so that when we DO make Sales, we make the Biggest Dollar Volume Sales that we can make to that Customer!

We will also discuss DUPLICATION, which is of CRITICAL IMPORTANCE, as well as AUTOMATION so you can maximize the time you spend on PROMOTION and not ADMINISTRATION!

I am giving you EVERY BIT of the Knowledge that I have learned in my lifetime to give you the BEST POSSIBILITY OF SUCCESS. So long as you are absorbing the information, making notes, and building your Confidence through your newly acquired KNOWLEDGE, you have the BEST OPPORTUNITY FOR SUCCESS that you can POSSIBLY HAVE because you are learning from someone who has ACTUALLY DONE IT!

DESIGNING YOUR BUSINESS PLAN

In Chapter Four we quantified the amount of Profit that you need to generate in order to work toward your Dream and reach your first Reward Goals.

Then in Chapter Five, we discussed the Ten Key Elements of Business.

In this Chapter, we will determine How To Build Your Business so that you can generate the Profits you desire.

Since we need to have an amount for the generation of Profit, for the purposes of illustration I am going to assume that the annual net amount you need to generate is $100,000.

Remember that we said that if you want to generate $100,000 in Net Profit, that we would divide by 4 and add that amount to the $100,000 to determine how much Gross Profit you need to generate.

Dividing $100,000 by 4, we come out with $25,000. Adding the $25,000 to the $100,000, we see that we need to generate $125,000 in Gross Profit in order to have approximately $100,000 Net Profit left to spend.

Based on an annual Gross Profit of $125,000, and dividing by 12 to determine the Monthly amount needed, this means that we need to generate at least $10,000 per month in Gross Profit for 12 months.

When we talk about the generation of “Gross Profit”, we mean that AFTER all EXPENSES have been paid, you will have generated $10,000 in PROFIT left over. A lot of times when a person is new in Business, they get excited about the amount of Gross INCOME that they generate. But Gross Income BEFORE EXPENSES has no correlation to the amount of PROFIT generated.

Let’s say that a business has Gross Sales of $1,000,000 for the year, and after all expenses are paid it cost $1,000,000 for all Acquisition Costs, Cost of Goods, and Operation Costs.  This Business may have had a million dollars in Sales, but it generated ZERO Profits because one million dollars in Sales minus one million dollars in Expenses equals ZERO Profits.

Now let’s say another business has Gross Sales of $250,000 for the year, and expenses of $125,000. This leaves a Gross PROFIT before tax of $125,000.

As you can see, the first Example Company had four times the amount of Gross Sales, $1,000,000 as opposed to $250,000, but it generated NO Profit. When we build Your Company, we need to take into account not only how much it needs to Gross, but also exactly what all of the Expenses are expected to be. When we’re done, we will have built a Business Model that will generate the amount of Profits You Require!

One of the advantages of an Internet Business is that it operates 24 hours a day, seven days per week. This means that in order to generate $10,000 per month, dividing by 30 days, Your Business will need to generate $350 per day for 30 days in Gross Profit after expenses.

In a Conventional Business, you can expect your total expenses to be as much as 90% of the Gross Sales Amount. In an Internet Business, the percentage of expenses is considerably lower.

For an Internet Business, especially one that is Selling Information, the percentage of Expenses verses Gross Sales is generally about 50% if the Business is efficiently run. For illustrative purposes, we will build a model using 50% of the Gross Sales to cover all expenses.

There are several reasons why there is a Higher Percentage of Profit from an Internet Business than there is from a Conventional Business:

  • NO employee expenses
  • NO separate office rent
  • NO cost of goods once your information is complete
  • NO vehicle expenses

These are the major reasons why the overhead for an Internet Business is considerably less than for those of a Conventional Business.

Okay, so based on generating a Gross Profit of $350 per day, and based on having expenses of 50% of Gross Sales, you need to generate Sales of $700 per day based on 30 days per month.

See the following example:

 

INFORMATION” SALES PROJECTION:

 

Dollar amount of Sales per Day:          $700

Number of Days per Month                  x 30

—————————————————–

Gross Sales per Month                   $ 21,000

 

Total Percentage of Expenses 50%

 

Gross Sales per Month                   $21,000

Estimated Percentage of Expenses   x 50%

—————————————————-

Gross Profit per Month                  $10,500

Gross Profit per Month                 $10,500

Number of Months for theYear           x 12

—————————————————-

Gross Profit for the Year             $126,000

 

Gross Profit for the Year             $126,000

Estimated Tax Liability               $  26,000

—————————————————-

NET PROFIT GENERATED =  $100,000

If you are planning on writing a Set of E-books or a Course on a specific topic that you are an expert in, and if the Net Profit that you want to generate is $100,000, then the Business Model above will work well for you.

If however you are selling a Product, the cost of that product needs to be added in to the model. For example, let’s say you are going to sell widgets. Widgets cost you $10 and you sell them for $30.

If this is the case, then for every $30 that you generate in sales, $10, or 33%, is your Cost of Goods. This means that in the example above of the Business Model that sells Information, you now have to add 33% for Cost of Goods to the 50% for Overhead and Operating Expenses.

See the example below:

“PRODUCT” SALES PROJECTION NUMBER ONE:

 

Dollar amount of Sales per Day:          $700

Number of Days per Month                  x 30

—————————————————–

Gross Sales per Month                   $ 21,000

Total Percentage of Expenses               50%

Total Percentage of Cost of Goods    33%

—————————————————–

TOTAL EXPENSES                            83%

 

Gross Sales per Month                   $21,000

Estimated Percentage of Profit         x  17%

—————————————————-

Gross Profit per Month  (17%)         $ 3570 instead of $10,500 

 

Gross Profit per Month                 $  3,570

Number of Months for the Year          x 12

—————————————————-

Gross Profit for the Year              $ 42,840 instead of $126,000 

 

Gross Profit for the Year              $ 42,840

Estimated Tax Liability                $   8,568

—————————————————-

NET PROFIT GENERATED =    $ 34,272 instead of $100,000

 

As you can see, adding 33% in to the Business Model for the Cost of Goods took $65,728 out of our NET PROFIT GENERATED! ($100,000-$34,272)

Does this mean that you can only Sell information, or you can’t generate the Profit that you desire? ABSOLUTELY NOT!

What it DOES mean, however, is that we need to REVISE the Business Model so that we KNOW, based on ALL factors, to the VERY BEST of our ability, the EXACT DOLLAR AMOUNT your Gross Sales need to be on a Daily Basis. In so doing after All expenses, you will have generated the Desired Amount of Profit.

Axiom Number Twenty-One KNOW YOUR BUSINESS INTIMATELY

You need to know YOUR NUMBERS backwards, forwards and upside down.

Let’s take another look at a Business Model that includes a 50% for Expenses, PLUS 33% for Cost of Goods, and with a Net Generated Profit of $100,000 for the year.

Remember that we said that we need to generate PROFIT of $350 per day in order to generate $10,500 per month, $126,000 per year, so that after $26,000 in estimated taxes, you generated $100,000 in Net Profit.

Assuming 50% for Acquisition Costs, Plus Overhead and Operating Costs, and 33% for Cost of Goods, adding these together, 83% of the Gross Sales covers expenses. In order to generate the same Profit of $350 per day with 83% for Expenses instead of 50% for Expenses, this increases the amount of Gross Sales that you need to make each day.

We need to determine the amount of Gross Sales you need for the day to generate $350 in Gross Profit based on 17% of the Gross Sales being the Profit generated after the expenses of 83%.

To do this, you would divide $350 by 17% and see that you need to generate $2058 per day in Sales in order to generate $350 in profit based on 83% for Expenses and 17% for Profit.

See the following example:

“PRODUCT” SALES PROJECTION NUMBER TWO:

 

Dollar amount of Sales per Day:          $2058 instead of $700

Number of Days per Month x 30

—————————————————–

Gross Sales per Month                   $ 61,740 instead of $21,000

 

Total Percentage of Expenses               50%

Total Percentage of Cost of Goods       33%

—————————————————–

TOTAL EXPENSES                            83%

 

Gross Sales per Month                   $61,740 instead of $21,000

Estimated Percentage of Expenses   x 83%

—————————————————-

Gross Profit per Month  (17%)       $10,500

 

Gross Profit per Month                 $ 10,500

Number of Months for theYear            x12

—————————————————-

Gross Profit for the Year              $126,000

 

Gross Profit for the Year              $126,000

Estimated Tax Liability                $  26,000

—————————————————-

NET PROFIT GENERATED =    $100,000

 

As you can see, adding 33% in to the Business Model for the Cost of Goods means that we need Gross Sales of  $61,740 instead of $21,000 to Generate the same $100,000 for the Year in Net Profit!

CONGRATULATIONS!

YOU NOW KNOW HOW TO CALCULATE THE GROSS AMOUNT OF SALES YOU NEED TO ACHIEVE BASED ON THE ESTIMATED AMOUNT OF EXPENSES IN ORDER TO GENERATE THE DESIRED PROFIT!

This is a MAJOR STEP toward developing a Working Model of YOUR BUSINESS so that you are SUCCESSFUL in your endeavor!

As you can see, one reason why Information is better to sell in terms of Profit is because your Cost of Goods is eliminated except for the time that you spend writing. If you pay a ghostwriter, or if you purchase the Resell Rights to an Information Product, then you have a one-time Cost that is amortized over time. These are pretty insignificant costs by percentage over time that we will discuss later on.

The IMPORTANT thing to realize is this:

Axiom Number Twenty Two BUSINESS IS A SCIENCE

So often people go into business without knowing the FIRST THING ABOUT BUSINESS. As you are starting to see, there is more to Business than having a Business License and a checking account.

Most of the Courses available on the Internet today focus on whether you should start with a Free Hosting Site, or whether you should learn to do your own Web Site. But the CRITICAL INFORMATION ABOUT BUSINESS was no where to be found. That’s why I decided to take the time to put this Course together. For you, this Information will prove to be the difference between Success and Failure!

Okay now that we have done our Overview in which we have seen how the Gross Sales that we need to generate each day in order to meet our Goals, now we need to figure out the following:

  • How many sales per day
  • Of which items
  • At what cost and
  • To whom are we going to sell

To meet our projection.

Let’s go back to the first projection:

INFORMATION” SALES PROJECTION:

 

Dollar amount of Sales per Day:          $700

Number of Days per Month                  x 30

—————————————————–

Gross Sales per Month                   $ 21,000

 

Total Percentage of Expenses               50%

 

Gross Sales per Month                   $21,000

Estimated Percentage of Expenses    x 50%

—————————————————-

Gross Profit per Month                   $10,500

 

Gross Profit per Month                 $10,500

Number of Months for theYear           x 12

—————————————————-

Gross Profit for the Year             $126,000

 

Gross Profit for the Year             $126,000

Estimated Tax Liability               $  26,000

—————————————————-

NET PROFIT GENERATED =  $100,000

 

According to this projection, we need to achieve Gross Sales of $700 per day and maintain a 50% Cost of Expenses in order to earn $350 per day, which is the number we need in this example in order to generate the profit we desire.

Okay, so now we need to generate $700 per day, which means that based on what we are Selling, $700 divided by the Sales Price of the item we are Selling equals the number of Sales we need to make.

Of course, by the time we are done you will have more than one product, but for now let’s concentrate on having an Information product to Sell and determining how many we need to Sell to achieve our Gross Sales Goal.

If you are Selling Information, say an E-book set that you have written on “How To Whatever”, you need to determine how much people would be willing to pay for that book. The best way to get an idea is to see what competitors charge for similar information. This is simple but effective “Market Research.” You want to determine the price that your market will pay for your information.

You WILL need something SPECIAL to differentiate you from the others, but price does NOT need to be the special factor. You do not have to be the cheapest. When we talk about Marketing later, we will talk about lots of different ways to make your offer SPECIAL.

Let’s say that you determine that you can sell your Information for $98. Well, obviously, if you divide the $700 that your business needs per day by the $98 per sale, you’d see that you need 7.4 sales per day to achieve your target of $700.

If however, you can only price your information at $49, then $700 divided by $49 equals 14.6 sales per day to Gross $700 in Sales.

As you will see when we get to Your Business Plan in PART THREE of this Course, you will want the Profit – whether it is an E-Book Set, an E-Book Course, or a Product or Service of any kind, to be about $98 as a minimum. There are exceptions to every rule, of course.

However, it is a FACT that the LOWER the Profit, the MORE SALES you will have to make to reach Your Goal. When we discuss driving Traffic to Your Site, Visitors, Prospects, and Sales Ratios, you will see that it may be easier to achieve Your Desired Profit with a minimum Profit of $98 per Sale.

Ultimately, the BEST PRICE to charge for an item is something that will require TESTING. Once you have determined the amount that you would LIKE to charge for Your Offer, at some point you will need to TEST that Price. We will talk about Testing in detail later, but for now the point needs to be made that Testing requires making ONLY ONE CHANGE AT A TIME. If you are Testing the Price, that would be the ONLY CHANGE you would make, and then you would track the results.

Look at the following illustration, which demonstrates this point:

Axiom Number Twenty-ThreeTESTING YOUR SALES PRICE

Let’s say that you were making:

5 sales per day at $ 98 which equals $490 or

10 sales per day at $ 89 which equals $890

Which is the BETTER PRICE for you to charge?

Obviously, since Electronic Information costs nothing to deliver, the more Gross Sales you generate, and the more Customers you have, the more Profitable you are. So charging $89 is a much better choice.

We need to discuss a lot more information in order to complete a sound Business Plan. When we get to Part Two of this Course, we will go into detail regarding many different ways of adding PROFIT CENTERS to your Site. For now, I just want you to be familiar with the concept of Testing to find your best Sales Price.

In addition, we need to briefly discuss an overview of the concepts of THE TWO CRITICAL RATIOS that determine how many Front-end Sales your Site will have. Combined with your Sales Price, this determines the PROFIT you will generate from your initial sales.

Axiom Number Twenty-Four – THE TWO CRITICAL RATIOS ARE THE PROSPECT-TO-VISITOR RATIO AND THE SALES-TO-PROSPECT RATIO.

Your PROSPECT-TO-VISITOR RATIO separates the total amount of people that click on your Site with those that you determine are actually at least remotely interested in your Information. In order to get an accurate accounting of the number of Legitimate Prospects so you can see what your actual Sales-To-Prospect Ratio is, there needs to be some way for you to determine this.

We will discuss this in more detail in a later Chapter, but in reality, whether it’s due to the advertising, or the keywords, the site, or circumstance, a certain percentage of your Visitors will not be legitimate Prospects.

Let’s say for illustration purposes that you draw 100 Visitors per day to Your Site. And let’s say that of those 100 Visitors, 90 get far enough into the Site for you to count them as a “legitimate prospect”.

Your Prospect-To-Visitor Ratio would then look like this:

90 Prospects out of 100 Visitors equals 90/100 which equals 90%

This means that for every 100 Visitors to your Site, you have 90 QUALIFIED Visitors, or Prospects. The ratio of how many of those Visitors are Prospects will in part determine your total number of First-Time Sales.

Now let’s take a look at the SALE-TO-PROSPECT Ratio. Let’s say that for every 45 Prospects that look at your offer, 1 makes a purchase. This means that if you have 90 prospects, then you would make 2 sales per day. This calculates as follows:

Based on having 90 Prospects, of which 1-in-45 purchase your information, divide the 90 by 45 and you will see that 90 divided by 45 is 2.

This means that if you have 100 Visitors per day to your Site,

and 90 of those Visitors are legitimate Prospects, and

One out of every 45 Prospects becomes an immediate Sale,

Then you will have 2 sales out of 90 Prospects.

This means that for every 100 Visitors, you will have 2 sales. If your Sales Price is $98, then your immediate Gross Sales would be $98 times 2 sales, which means you generated $196 in Gross Sales through first time buyers.

Now, before you panic, this is only meant to be the FOUNDATION for your Business Plan! You need only to see the general factors right now. As we learn more, we will work on making the necessary adjustments in order to determine the profitability of Your Business. At that point we will discuss the options that we have available in order to increase the Profitability to Desired Levels.

But first, let’s take a look at the illustration below to demonstrate the fundamentals of the details that we discussed thus far in this Chapter.

We determined that in order to generate a Net Profit of $100,000 for the year, we needed to have Gross Sales of $700 per day. We are now determining how much of that $700 per day will be earned based upon the price of the item that we are selling, the Prospect-To-Visitor Ratio and the Sale-To-Prospect Ratio.

Take a look at the following table:

 

Sale-To-         Number    $ Sales       Goal

Price    Visitors Prospects  Prospect         of Sales    Generated   Amt    +/-

 

$29.99    100          90           1/45                2           $ 59.98     $700  -$640.02

$39.99    100          90           1/45                2           $ 79.98     $700  -$620.02

$49.99    100          90           1/45                2           $ 99.98     $700  -$600.02

$79.99    100          90           1/45                2           $159.98    $700  -$540.02

$99.99    100          90           1/45                2           $199.98    $700  -$500.02

 

As you can see, even at $99.99 per sale, based on 90 Prospects and a 1/45 Sales Ratio, and based on ONE product only, Sales Dollar Volume is $199.98, leaving the Site $500.02 short of the Projection of $700 for the day.

 

Now to compare, let’s see what the numbers look like if there’s 500 Visitors per day with the same 90% of the Visitors also being Prospects and the same 1/45 Sale-To-Prospect Ratio.

 

Sale-To-        Number    $ Sales       Goal

Price    Visitors Prospects  Prospect        of Sales    Generated   Amt    +/-

 

$29.99    500         450          1/45            10           $299.90    $700  -$400.10

$39.99    500         450          1/45            10           $399.90    $700  -$300.10

$49.99    500         450          1/45            10           $499.90    $700  -$200.10

$79.99    500         450          1/45            10           $799.90    $700 +$  99.90

$99.99    500         450          1/45            10           $999.90    $700 +$299.90

Well, what a DIFFERENCE the number of Visitors makes, all other factors remaining equal!

To demonstrate this point further, let’s take a look at what the numbers look like if there’s 500 Visitors per day with the same 90% of the Visitors also being Prospects and the same but the Sale-To-Prospect Ratio improves from 1/45 to 1/30.

 

Sale-To-        Number    $ Sales       Goal

Price    Visitors Prospects  Prospect        of Sales    Generated   Amt    +/-

 

$29.99    500         450          1/30            15           $449.85    $700  -$250.15

$39.99    500         450          1/30            15           $599.85    $700  -$100.15

$49.99    500         450          1/30            15           $749.85    $700 +$  49.85

$79.99    500         450          1/30            15         $1199.85    $700 +$499.85

$99.99    500         450          1/30            15         $1499.85    $700 +$799.85

 

As you can CLEARLY see, these three factors play a CRITICAL ROLE in the PROFIT you ultimately generate. There is much more to learn, and many more factors to consider. But for now, we have learned three CRITICAL FACTORS.

  • The SALES PRICE of your information and how to test to maximize PROFITABILITY
  • The PROSPECT-TO-VISITOR RATIO and its effect on PROFITABILITY
  • The SALES-TO-PROSPECT RATIO and its effect on PROFITABILITY

There’s a LOT of things you can do to improve upon the amount of PROFIT that you generate. These include:

  • Merchandising
  • Front-end Upsells
  • Back-end Sales
  • Autoresponder E-mail Sales
  • Affiliates Sales
  • Affiliate programs, and
  • Duplication.

We will discuss each of these and determine how they affect you and YOUR BUSINESS.

When we are done with this Course, you will have:

  • A Business Plan of EXACTLY what do to,
  • Direction as to EXACTLY what adjustments to make,
  • An understanding of EXACTLY what it Costs to go into your Business before you start and
  • An understanding of EXACTLY what you can expect Your NET PROFIT to be.

And You will know:

  • How to Market,
  • How to Sell,
  • What adjustments to make
  • How to identify a Target Market,
  • How to cater to that Market,
  • How to Automate your Site,
  • How to duplicate your efforts,
  • How to Maximize your Sales-to-Prospect Ratio,
  • How to charge the best price,
  • How to Merchandise,
  • How to sell products aside from your own,
  • How to have other Sites make sales for you,
  • How to set up your business,
  • How to track your ads,
  • How to manage the profits,
  • How to file your taxes,
  • How to manage your growth, and
  • How to exit the business when you are ready.

It is IMPORTANT that you understand that you are learning a SCIENCE.

I hope you feel that you are GAINING CONFIDENCE as you proceed through this Course!

CHAPTER SIX REVIEW:

In this Chapter we learned Three Important Axioms:

Axiom Number Twenty-Two BUSINESS IS A SCIENCE

By identifying all of the factors that affect Your Business, accounting for them and making the appropriate adjustments, You control to the greatest extent possible the PROFIT GENERATION of Your Business.

Axiom Number Twenty-Three TESTING YOUR SALES PRICE

We discussed the fact that it takes testing to determine what your most PROFITABLE price point is. 10 Sales at $89 yields more PROFIT than 5 sales at $98.

Axiom Number Twenty-Four THE TWO CRITICAL RATIOS ARE THE PROSPECT-TO-VISITOR RATIO AND THE SALES-TO-PROSPECT RATIO.

The two CRITICAL RATIOS when building the Foundation of Your Business Plan are:

  • The PROSPECT-TO-VISITOR RATIO
  • The SALES-TO-PROSPECT RATIO

We learned how changes in each of these three variables: The Price, The Prospect-To-Visitor Ratio, and the Sales-To-Prospect Ratio DRAMATICALLY affect the PROFIT Your Business Generates.

In this Chapter we discussed the Foundation for what will eventually be Your Business Plan.

We learned how to arrive at the amount of PROFIT we want to generate based in part on the anticipated percentage of Expenses.

We learned that if you are Selling a product other than Information, that adding the percentage of the Cost of Goods lowers your percentage of Profit and requires you to have a larger Gross Sales Volume in order to generate the required PROFIT.

We learned that there were THREE CRITICAL ELEMENTS that make up the Foundation of the Sales Presentation.

These Three Elements are:

  • The Price of the item you are selling
  • The Prospect-To-Visitor Ratio
  • The Sales-To-Prospect Ratio

We will explore each of these in Great Detail as we work toward Creating A Business Plan which will Include a WORKING MODEL that demonstrates how the Profit of Your Business is Affected when one or more of these Three Critical Elements are Positively or Negatively changed.

UNDERSTANDING BUSINESS

In Chapter One, we explored the Three Most Important Characteristics that you need to have in order to allow yourself to be Successful. In Chapter Two, we explored the Three Most Important Character Traits that you need in order to be able to work for Your Success. In Chapter Three, we worked on identifying Your Dream – the overall picture of how you ideally see enjoying your life.

In Chapter Four we quantified your Dream by identifying your current net cash requirements.

Then you created Your Reward Goals, defined Your Positive Affirmations, and determined Your Net cash requirements for the next 5 years based on your current Net cash requirements plus the additional cost of your Reward Goals.

As you can see, you are inching our way closer developing a course of action to provide you with the income that you need to have in order to live your Dream.

Our next challenge is to determine what you can do to earn the amount of money that you desire.

The FIRST step is to remember this:

Axiom Number Sixteen – THE AMOUNT OF MONEY AVAILABLE TO BE EARNED TRULY IS UNLIMITED!

We all know people who have made a LOT of money in their lifetimes. We’ve seen their stories on TV. We’ve read about them. We may even know some of them personally. Ask yourself this question: Did they earn the money they earned because they are so much SMARTER than you are? Is it the case that they can earn big money, but you can’t?

I’m not talking about Athletes or Movie Stars; I’m talking about people in Business. There’s no doubt that some of them are more talented in a particular field than you or I will ever hope to be. But there is a UNIVERSAL TRUTH that you need to know in your heart. And knowing this truth will make it MUCH EASIER for you to understand and believe that you have the SAME CHANCE AS ANYONE of earning however much money you want to earn!

The Universal Truth I am talking about is simply this:

Axiom Number SeventeenALL BUSINESS IS THE SAME

That’s the beauty of Business. And the reason why I can help to guide you toward Your Own Dreams. I’ve been fortunate to be Successful in Business for many, many years. In addition, I’ve had the opportunity to help many others in their business ventures. I’ve been fortunate to be involved in many different types of businesses. It’s been the best education a person can ever receive. You can read books forever, but there is NO substitute for experience.

There is NO Business whose Goal is not to ultimately do ONE THING, and this ONE THING is what I spoke of at the very beginning on My Site Presentation. Do you know what this one thing is?

                       GENERATE PROFIT!

It doesn’t matter WHAT type of Business. From a Mom-and-Pop Grocery Store, to General Motors, the purpose of the Business is to GENERATE PROFIT.

I recently had a conversation with a friend who was seeking advice regarding starting out in Business. He said to me “Rob, what’s the Secret to being Successful in Business?”

My shortest answer was as simple as his question: Build a Business that will generate THE PROFIT THAT YOU DESIRE and make sure that ALL OF YOUR ACTIONS ARE CONSISTENT WITH YOUR ULTIMATE GOAL, which is to GENERATE THOSE PROFITS.

The importance of this answer should not be lost. We will talk about several different kinds of Businesses, their potential for Profit Generation, cash requirements, etc. But once you have arrived at the decision of what your Business will be, every decision you make, all of the effort you put in, and everything you do, must be consistent with your ultimate goal of generating the proper income.

Before we talk about some specific types of businesses, let’s talk about the basic Key Elements of All Businesses, so you can more clearly appreciate how similar every Business is.

Axiom Number EighteenTEN KEY ELEMENTS OF ALL BUSINESSES

Key Element Number One – PROSPECTIVE CUSTOMERS

No matter what kind of Business you run, you will never have a Customer if you don’t first have a Prospect. The number of Prospects that are interested in a particular product or service that you want to offer will in large part determine the amount of Profit that you will generate. There are of course numerous other factors that we will discuss in detail, but first and foremost, there must be Prospects for your Business or you will never have a Customer!

Key Element Number Two – REACHABLE PROSPECTS

Your Prospects must be somewhere where it is COST EFFECTIVE to reach them. Cost effectiveness is dependent on the amount of Profit that you generate from each Sale. But no matter what kind of Business, if it is not cost effective to attract your Prospects, the Business will not generate Profit, which is its purpose!

Key Element Number Three – SALES CONVERSION RATIO

Once a Prospect is attracted, the ratio of the conversion of that Prospect to become a CUSTOMER is a Critical percentage regardless of the Business. If it takes 100 Prospects to make a Sale, for example, and it costs $1 per Prospect for advertising costs, it cost $100 in advertising costs for every 1 out of 100 Prospects that becomes a paying customer.

If the Profit on the item that the Business is selling is $500, then the $100 “lead cost” is an acceptable cost. If however, the Profit on the item is only $100, then the entire Profit was neutralized by the cost of acquiring the customer, before any overhead or operating expenses. This means that this Business will fail to generate Profit after all expenses, which is obviously the opposite of the desired outcome.

Key Element Number Four – ACCEPTABLE SALES COSTS

Advertising costs + Sales costs = Acquisition costs. Whatever the Sales costs, the total of the Marketing or Advertising costs, plus the total of the Sales costs, must be at an acceptable percentage of the gross Profit. If the Acquisition costs exceed the Generated Profit, the Business will obviously fail.

Key Element Number Five – COST OF GOODS

This is an obvious one, but part of the equation. If the Sales Price is not sufficient to exceed the cost of goods, then obviously the Business will fail.

There are however, four additional considerations in this area: Spiraling costs, spoilage or breakage, employee theft, and correctly identifying the cost of the goods, taking into consideration labor, shipping, and all costs associated with the cost of producing or procuring that product or service.

Key Element Number Six – OPERATIONAL OVERHEAD

Regardless of the type of Business, there are costs associated with the Operation of the Business and the delivery, service, and collection for products or services rendered. The costs must be controlled so that the Operation runs efficiently.

The cost of the Operation Expenses must be such that the cost of acquiring the customer, plus the cost of the goods to fill the customer’s order, plus the Operation Expenses, are less than the amount of Gross Sales so that the Desired Profit is generated.

Key Element Number Seven – BAD DEBTS

There will be a certain amount of money that doesn’t get collected for products or services rendered. There must be an allowance for bad debt in the Operating expenses. As with all expenses, it must be within acceptable parameters.

Key Element Number Eight – ACCURATE RECORDS

The ONLY way any Business can ever know where they stand is to have accurate records and reports for all aspects of the Business. These include Marketing Reports, Sales Reports, Cost of Goods Reports, Reports for All pertinent aspects of the Operation, Accounting Reports, Projections based on earnings, Future Plans, and of Course, both a Solid Marketing Plan, and a Sound Business Plan.

Key Element Number Nine – MARKET ANALYSIS

No matter what the Business, a quarterly analysis of the Market for that Businesses products and or services is critical to keep up with changes in the market place, competition, or other factors. No Business can be expected to operate Independently of the Market Place.

Key Element Number 10 – Expansion, Duplication, Liquidation

Everything that begins, ends. It’s a fact of life here on Earth. And so it is with Businesses. Knowing when to expand, when to duplicate, when to sell out and when to liquidate are all essential in bringing closure to any Business.

As you can see, ALL Businesses must generate a sufficient amount of Gross Profit in relation to its acquisition costs, cost of goods, and operating expenses, such that the Net Profit is equal to or greater than the amount called for in the Business Plan. All Businesses face similar challenges, and it is up to you, the Businessman, to Rise to the Challenges that face you.

BY THE END OF THIS COURSE, YOU WILL BE PREPARED FOR BUSINESS!

Remember this:

Axiom Number Nineteen: A BUSINESSMAN IS A PROBLEM SOLVER.

From the day you open your Business, to the day you sell or liquidate, you are a Problem Solver. Problems will consistently occur. This is the nature of Business. The worst thing a Businessman can do is to be bent out of shape because things are not running smoothly all the time. Here’s another one of my sayings:

“ If it was easy, ANYONE could do it!”

Well, anyone CAN SUCCEED as long as they have ALL of the following:

  • A Positive Self-Image
  • The Character Traits that are most important,
  • Quantifying their Dreams,
  • Defining their Goals
  • Creating urgency by Dating those Goals,
  • Understanding of the nature of Business and
  • Understanding what is expected of themselves.

And of course, to realize that they are about to become innovative, clear thinking, confident PROBLEM SOLVERS. It’s like the kiss of death to go into Business expecting no problems. From experience, No problems equal No Business!

When I reviewed much of the information that was available today on the Internet, one of the Major things that was Obviously missing was a detailed discussion of everything that we discussed up until now. Specifically when it comes to Generating Profits, there’s a big difference between just telling you what to do, and EDUCATING you as to what makes a first makes a PERSON Successful, and THEN what makes a BUSINESS Successful.

We have discussed what it takes personally to be SUCCESSFUL, and now we are discussing what it takes for a BUSINESS to be SUCCESSFUL.

Business has existed long before the Internet ever even became a thought. Those who had the right outlook, the traits we discussed, and the guts to forge ahead, became rich beyond their wildest dreams. It doesn’t matter if it’s hundreds of years ago, or hundreds of years in the future. It doesn’t matter what Business it is. And it doesn’t matter if it is an Internet Business or not. The 10 Key Elements will continue to be the same.

A SUCCESSFUL BUSINESS WILL GENERATE PROFIT.

It’s just that simple.

Therefore, before learning the specifics of exactly what to do to build an Internet Business, first and foremost you should understand the concepts of running a Successful Business.

A lot of the books that are available today tell you to do this and that and the other. But without a CLEAR UNDERSTANDING of the NATURE OF BUSINESS, you’re setting yourself up for failure. Why? Because when the going gets tough, without a conversation and focus on everything we discussed up until now, you may very well not have any idea of what to do if its not working the way you expected it to work. You may not know what to do, panic, and quit.

That’s the LAST THING I WANT YOU TO DO! Because when you give up, you’re giving up on YOUR DREAM.

Axiom Number Twenty YOU ARE ENTITLED TO YOUR DREAM!

 

And NOBODY is going to take it away from you, INCLUDING YOU!

The Attitude that you need to have by the time you finish this Course and get started with Your Business is that you “OWN” your Business. In other words, you don’t fear it, you’re not worried about it, and you’re not “hoping” its going to work out.

You’re going to be CONFIDENT that you:

  • Belong in Business,
  • Know what you’re doing,
  • Understand what makes Businesses successful,
  • Are prepared to make the necessary adjustments and
  • Solve the problems that arise to make your business Generate the Desired Profit

So often, people go into Business without having any idea what they are doing, the fail, they decide it’s not for them, and they spend the rest of their lives watching others Succeed and feeling inadequate. That’s NOT going to happen to YOU!

KNOWLEDGE BUILDS CONFIDENCE. With this in mind, let’s take a look at a Business example so we can better understand what makes them work.

Okay, let’s have some fun! See if by the following description, you can guess the TYPE of Business that is described.

First, we need to identify the Potential Customer that has the need for this product or service and determine where and how to best REACH that Potential Customer.

Then we need to decide what our Marketing Plan will be. Will we advertise on the radio, television, newspaper, and/or magazines?

Will we send out mailers, or flyers, or should we send out canvassers or use telemarketing?

Once we get the attention of our Prospect, what next?

Should we send a salesperson out to their place or invite the Prospect to our place? How do we train our sales people?

If additional employees are required, how do we go about hiring them, what benefits do we offer and what are our alternatives?

Once the Prospect becomes a Customer, how do we get paid?

Do we offer financing? Do we take credit cards? How do we protect ourselves against bad debt?

What is the best way of storing, making our product available, and delivering the product to the Customer in an expedient and satisfactory manner?

How do we follow up with this Customer so they know we appreciate their Business?

What type of encouragement do we offer for the Customer to refer his friends to us?

What method of resell do we have to continue to sell related products to this Customer?

What is the best way of tracking our Business in all pertinent areas?

Okay, so now that I have described The Setting up of This Business, my question is:

What type of Business is it that I just described?

Think…

IF YOU GUESSED ANY BUSINESS, CONGRATULATIONS !!!!!!!!

What I described could have been a flower shop, a car lot, a homebuilder, a dating service, or an INTERNET BUSINESS.

THE 10 BASIC PRINCIPLES OF ALL BUSINESSES ARE THE SAME!

The reason why I am making this point SO CLEAR is because there are advantages and disadvantages of every Business. Some have more potential for generating Income, but the offset may be a huge budget to start out with or a lot of employees to maintain the level of sales and service. Some may have less of a potential to generate Income but may be much easier to manage. As we discuss different Business choices, which are the prelude to developing YOUR BUSINESS, its important for you to not think of an Internet Business as anything other than what it is. Simply, a Business.

Now, that’s not to say that an Internet Business doesn’t have its advantages. There are some significant advantages to having an Internet Business, as opposed to a Conventional Business. And we will discuss these. But the ONE THING that needs to be CLEAR is that the Foundation for Your Success, as it specifically relates to this Chapter, is for you to have an understanding of the Key Elements of Business. Having an understanding that these Ten Key Elements apply to an Internet Business just as they apply to ANY OTHER BUSINESS, whether it be 100 years ago or 100 years from now, is critical information that is a vital part of Your Success.

Once you understand the Tools that are required, how to set up YOUR BUSINESS, and how to apply the KEY ELEMENTS to your Business, you will be well on YOUR WAY TO SUCCESS!

CHAPTER FIVE REVIEW:

In this Chapter we learned Three Important Axioms:

Axiom Number Sixteen – THE AMOUNT OF MONEY AVAILABLE TO BE EARNED TRULY IS UNLIMITED!

It takes THREE THINGS to earn however much money you desire. It takes SELF-CONFIDENCE. It takes KNOWLEDGE. And it takes RELENTLESS PURSUIT. Once you BELIEVE YOU CAN, You know WHAT TO DO, and You are willing to WORK For it, ABSOLUTELY NOTHING CAN STOP YOU!

Axiom Number SeventeenALL BUSINESS IS THE SAME

There is NO Business whose Goal is not to ultimately do ONE THING, and this ONE THING is what I spoke of at the very beginning on My Site Presentation.

And that ONE THING is:  TO GENERATE PROFIT!

Axiom Number EighteenTEN KEY ELEMENTS OF ALL BUSINESSES

By understanding this concept, and by understanding the Ten Key Elements of Business, you should now have more Confidence as you move forward. The Internet is not an “alien being” that needs to be feared. It is simply a new technology and as such an Excellent Opportunity to build a Business and to generate profits.

In this Chapter we discussed that the amount of money available to be earned

today is UNLIMITED, and that the common thread of ANY BUSINESS is to GENERATE PROFIT.

We also discussed the 10 KEY ELEMENTS OF BUSINESS:

Prospects

You cannot have a customer until you have a Prospect

Reachable Prospects

If your Target Market is not easily reachable, the costs involved in gaining the attention of your potential customer may be cost prohibitive based on how much Profit per Sale you generate.

Sales Conversion Ratio

Once you have the attention of a Prospect, closing the Sale with an acceptable percentage as it relates to your advertising cost is a Critical Element of the Success of your Business.

Sales Costs

The entire Sales Cost needs to be a percentage of the Profit generated by the Sale such as to allow for the Cost of Advertising, the Cost of Goods, and the Cost of the Operating Expenses and still generate the Desired Profit.

Cost of Goods

The Cost of Goods must be monitored to be sure that they remain consistent as they relate to the Sales Price. Sales Price adjustments in this area are common.

Operational Overhead

This includes All of the Expenses of providing delivery, service and collection to the customer as well as all Expenses other than Acquisition Costs and Cost of Goods.

Bad Debts

An allowance needs to be made for products or services rendered for which payment is not received. This amount needs to be monitored and controlled. In general, a bad debt allowance will range anywhere from 2% to 5% of the Gross Sales Amount.

Accurate Records

This includes all reports so every area of Your Business can be monitored, and adjustments made in critical areas to maximize your Profit generation.

Market Analysis

A quarterly review of trends in the Market place is critical to be able to adjust for changes in the market, for competition, for the economy, or for other factors.

Expansion, Duplication and Liquidation

Always keeping in mind GENERATING PROFITS, there may be a time to Expand your Business, or perhaps a time Duplicate Your Efforts. We will talk about the different way to do this in a later Chapter, as well as planning for Your Future, when to liquidate your ownership interest in the business, etc.

We finalized this Chapter with a discussion of the fact that:

KNOWLEDGE BUILDS CONFIDENCE

And that by understanding the Key Elements of Business, you will be much more able to SUCCEED because you will be more prepared and have a better understanding of the tasks before you.

MAKING YOUR DREAM REAL

Let’s review what we have learned so far.

First, we looked inside ourselves to determine HOW WE VIEW OURSELFS in order to move forward without baggage that may hinder our own attempts at Success.

Next, we looked at THE TRAITS that are the most important ones that we must have in order to give ourselves the best opportunity to succeed.

Then we determined what our ULTIMATE DREAM is, and we translated that Dream to writing so we can see it, refer to it, and repeatedly read it so it is REAL.

We determined what our “REWARD GOALS” are so we can measure our Success “One reward at a time.”

Then we added time frames to each goal to create a sense of URGENCY.

Next we created a series of POSITIVE AFFIRMATIONS to help ourselves to become the best that we can be.

Our next step is to determine what your CURRENT BUDGET is. Once you have a starting point for Your Budget, we will then add to Your Budget the dollar amount necessary to achieve your Immediate Reward Goals.

Why? Well, how are we going to Achieve Your Goals without knowing how much money you need to make in order to in fact achieve them?

You see, there are 2 philosophies when it comes to just about anything in life that you choose to do.

One is to PREPARE, to HAVE A PLAN, to KNOW WHAT YOU WANT TO DO and HOW YOU PLAN TO DO IT.

The other way is to put in as little effort as possible and “hope” that you will achieve whatever it is that you set out to achieve.

The majority of the people operate the second way, not the first. Is it any wonder that the more people struggle than celebrate?!

Lots of times, by the time we are as old as we are, we have learned bad habits. We’ve learned not to read the directions. We’ve learned to justify why less than a full effort is okay. And we’ve trained ourselves that it’s just not necessary to go the “extra mile” for our own selves.

And then we decide that we want to be SUCCESSFUL in BUSINESS. And that’s the FIRST STEP. But there are several other steps that are necessary in order to get you on YOUR PATH, YOUR JOURNEY, TO YOUR DREAM!

So, with this in mind, we need to first create a Budget so you know EXACTLY where you are RIGHT NOW.

The Bonus Book: SUCCESS IS IN YOUR REACH, which just celebrated the 20th anniversary of its first print, has a detailed section devoted to Budgeting. For the purposes of this exercise, however, we do not need to have a to-the-penny number. What you’ll want to do is to overestimate your expenses so that you have MORE THAN ENOUGH money to provide for all of Your Living Expenses.

Then you will ADD ENOUGH TO LIVE YOUR DREAM AND REACH YOUR GOALS. THAT’s the number we are looking for!

Axiom Number FifteenWHAT DOES MY DREAM COST?

There’s an old song that goes: “Dreaming is free.”

Well, Dreaming may be free, but turning your Dream into REALITY takes CASH! And if you’re a good Dreamer, it takes LOTS OF IT!

So, before we decide what to do to make the money that is needed in order to realize your dream, the first question is this:

WHAT IS YOUR CURRENT BUDGET BEFORE ADDING ANY REWARD GOALS?

CURRENT MONTHLY BUDGET:

Follow this format to estimate your monthly expenses. This does NOT include any “REWARD GOALS” that you have listed.

 

Rent/Mortgage

Utilities

Maintenance

Food

Entertainment

All other home expenses

Car Payments

Boat Payments

Motorcycle Payments

Insurance

Maintenance

Fuel

All other transportation expenses

Loan payments

Credit Cards

Life Insurance

Tuition

All other monthly payments

Property Settlements

Taxes if applicable

10% for emergencies

10% for long-term savings

 

List all other outgoing

Monies so you have an accurate

Total of how much your monthly

Expenses are in order to live

Your current lifestyle.

Once you have a Total for your Monthly Expenses, then multiply that total by 12 to get an Annual Total. So for example, if your Monthly Expenses are $4,000 per month, then for 12 months, $4,000 times 12 = $48,000. This means that to live the way you are living now, you need to earn an after-tax amount of $48,000 for the year.

 The amount of money that you need to earn prior to taxes in order to yield the Total Amount of your Overall Expenses is dependent upon a lot of factors.  These include:

  • The tax bracket that you are currently in
  • The amount of deductions you have
  • Changes in the tax bracket code

In general terms, a family with a $60,000 Gross Income, and a reasonable amount of expenses, should generate a Net Income of approximately $48,000 based on current tax laws. This is for illustrative purposes only to make sure that you realize that you always need to generate enough of an income so that AFTER TAXES, you have enough money left to comfortably live your dream.

In general terms, by adding 25% to the net amount, you should be in the ballpark of how much you will need for your gross amount to be, until you get up to higher levels of income. At $1,000,000 per year for example, income tax is 35% not including State or Local taxes depending on where you live. So when you get up to $1,000,000+, you’ll have to add 50% to your Net income requirement in order to have a good idea of how much you will need to generate in terms of Gross Income in order to Net the amount that you need to Live Your Dream.

Notice that I added in 10% for Short-Term Savings for unforeseen expenses and items that have not been accounted for, and 10% for long-term savings. That is a really wise strategy. Some experts suggest even more than a 10% for a cushion to cover the unknown. Since you know your lifestyle best, if you feel that you need to add in more than the 10% that I suggest, by all means do so!

ADDING IN THE COST OF YOUR SHORT TERM REWARD GOALS

 

Okay, we now have a figure for how much money you comfortably need, and you know that by adding 25% of the Net, that you will arrive at the approximate Gross amount that you need to earn. The easiest way of doing this is to divide your Net amount needed by 4, to get 1/4th, and then add it to the Net Amount to calculate the Gross Amount.

For example, in our illustration of a $4,000 per month Net household expense, we multiply by 12 months to get the Annual amount, which equals $48,000. We then divide the $48,000 by 4, to get the amount that is equal to 1/4 of the net expenses.

In this illustration, $48,000 divided by 4 = $12,000. We then add the $12,000 to the $48,000 Net expense amount and we get $60,000 total Gross Income required in order for the Net to be approximately the $48,000 needed.

This is how we determine what our gross income needs to be in order to arrive at a sufficient net income. Again, as the amounts increase, the percentage needs to increase as well.

Now, we have both Your Net and Gross Income needs based on your CURRENT lifestyle. All we need to do now is to figure out how much money it will take to be able to Live Your Dream and Reach Your Reward Goals!

Since you put down dates next to your Reward Goals, you need to add the amount of money that you will need for the Goals that you want to achieve in the next 12 months to your Annual Net Requirement. So if you want to put $25,000 cash in the Bank for Savings in the next 12 months, and purchase a motorcycle for $25,000 in the next 12 months, totaling these, $25,000 + $25,000 = $50,000 additional.

Allowing $2,000 for insurance, licensing, maintenance, helmet, jacket, chaps, etc. you need $52,000 total to accomplish putting $25,000 in the bank and owning your Dream bike and related gear.

Based on a current Net requirement of $48,000, and adding $52,000 for the New Goals, you now need a $100,000 Net Income for the year to accomplish all that you’d like to accomplish.

Remember, we said that we need to divide the annual net amount by 4, and then add that amount to the Net amount to determine approximately how much Gross Income you need to generate for the year.

In this case, $100,000 divided by 4 equals $25,000. Adding the $25,000 to the $100,000, you need to generate a Gross Income of $125,000 so that after tax, you have $100,000 Net Income left over so that you can do all of the things that you want to do in this 12-month period.

Its YOUR TURN to calculate for YOUR specific 12-month period, based on YOUR GOALS, how much money you need to earn in order to do what YOU want to do. This Dollar amount is Critical, because in order to live Your Dream and reach Your Goals, you need to know EXACTLY what Your Gross and Net Incomes need to be.

In our example, $125,000 in Gross Income leaves $25,000 for taxes and $100,000 for Net Income. Our example included all living expenses for the year, 10% for Short Term Savings, 10% for Long Term Savings, and then $52,000 for the addition of the two REWARD GOALS for this 12 month period.

This budget is a fairly safe budget from which to work. I say “fairly” safe because as we discussed earlier, depending on numerous factors, the $25,000 that was added to cover tax liabilities may not be sufficient.

Remember. it is the case that as the income requirement increases, adding an estimate of 25% may not be enough. You should consult your Accountant or Tax Planner for more specific information to be sure that you have a good idea of what your Gross Income needs to be based upon your Net requirements.

You have created your Dream, and you have created Reward Goals that are all a part of the Lifestyle that constitutes your Dream. Now is the time to make any adjustments you’d like to make. First, look at the Goals that you have for yourself for years 2, 3, 4, and 5. Then, do the same exercise we just did for year 2. It gets more complicated because in the case of a new home, for example, you are not paying cash, so your monthly expenses will increase.

For example, let’s say that your home is currently in your budget for $2000 per month for your monthly payment, plus your utilities and your maintenance. That means that part of your $48,000 Net Expense requirement includes $2000 per month or $24,000 for the year, for your current home.

If your Dream home is going to cost $5,000 per month for its total expenses, then you are increasing your overhead by $3000 per month, which equals $36,000 per year additional. So that means that in the year that your home would be complete, your Annual Net requirement would increase from $48,000, to $48,000 + $36,000. This means that your BEGINNING OVERHEAD is now a Net Income of $84,000.

Now if your Goal includes not increasing Your Base Overhead, then the cash requirement to achieve Your Goal needs to be determined. For example, let’s say that you have a mortgage of $200,000 on your current home, and it’s worth $400,000. And Your Dream home is $1,000,000. If you wanted to maintain the same overhead with regards to your mortgage payment, you’d want no more than a $200,000 mortgage on the new property.

This means that if you sold your existing home for $400,000, and cashed out $200,000 over the amount of your mortgage, you would have $200,000 to put down on the $1,000,000 dream home. If you only want a mortgage of $200,000 on that dream home, then from the price of $1,000,000, you would subtract the $200,000 cash from the sale of the existing home, as well as the $200,000 mortgage on the new home. This means that you will need an additional $600,000 in cash in order to maintain the same monthly payment.

It’s nice to Dream, and it’s nice to set Goals. But you will have nothing but frustration if you do not take the time to plot your course. You may for example decide that you are willing to increase your mortgage to $500,000, so that when you have $300,000 in cash, on top of the $200,000 from the sale of the old home, you will put $500,000 down and finance the remaining $500,000.

In this scenario, you’d need to calculate how much the new payment, higher expenses, and new furniture will cost, so that you have an exact plan of how much money you need in order to ACHIEVE YOUR DREAM OF UPGRADING TO THE NEW MULTI-MILLION DOLLAR HOME!

For the upcoming 5-year period, you need to know how much money you want to have available for your use BEFORE you get started on a business opportunity. This is CRITICAL because the Business(es) that you decide to pursue MUST produce the necessary income for you to ACHIEVE YOUR GOALS AND LIVE YOUR DREAM.

At this point, you should have 4 documents ready for your wall. First, you should have YOUR DREAM clearly defined and written out, framed, and on your wall in a place where you can see it at all times.

Second, you should have Your REWARD GOALS Clearly written out including Dates for achievement as well as the cost for each one.

Thirdly, you should have Your POSITIVE AFFIRMATIONS written out, framed and on the wall next to your Dreams and Goals.

And finally, you should have Your PROJECTED BUDGET for years 1-5 framed and on the wall so you know how much Net Income you need for each of the next 5 years in order to Live YOUR DREAM and achieve YOUR GOALS.
CHAPTER FOUR REVIEW:

In this Chapter, we learned One Important Axiom:

Axiom Number Fifteen WHAT DOES YOUR DREAM COST?

We’ve taken this Dream and made it a lot More Real, haven’t we? What is needed now is a Business(es) that is capable of generating the Net amount of money needed to make your Dream come true! By the Completion of This Course, that is EXACTLY what YOU Will Have!

We then started with our Current Cash Requirements.

  • We constructed a budget that included 10% for short term savings and 10% for long term savings
  • We calculated approximately how much Gross Income we needed to generate in order to have the Net requirement needed.
  • We then added in the cost of our Goals for the next 12-month period to determine how much money we need for our Net requirement.
  • We then repeated this procedure for years 2, 3, 4, and 5 so that we have a 5-year plan that addresses Your Dream and includes Your Goals.

WHAT WE HAVE DONE IS TAKEN OUR DREAMS AND GOALS AND MADE THEM REAL IN THE SENSE THAT THE ONLY THING LEFT IN ORDER TO LIVE THE LIFE WE HAVE IMAGINED IS TO EARN THE NET INCOME REQUIRED!

To this point, we have also identified the areas within ourselves that are in need of improvement, and we have addressed them in our POSITIVE AFFIRMATIONS so that we get ourselves into More Productive Habits in the areas that are the most in need.

© 2019 Rob Raskin | All Rights Reserved