Rob Raskin

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CHAPTER FOURTEEN REVIEW

In this Chapter we learned Three Important Axioms

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

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

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

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

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

There is Only ONE Way to go into Business to be Successful, and that way is: ALL THE WAY – 100% – STRAIGHT AHEAD – FULL SPEED!

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CHAPTER FOURTEEN: SETTING UP YOUR BUSINESS

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

YOUR VERY OWN INTERNET BUSINESS!

HOW EXCITING!

Now, EXACTLY WHAT DO YOU DO?

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

WHAT ARE YOU GOING TO SELL?

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

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

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

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

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

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

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

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

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

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

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

ORGANIZING YOUR BUSINESS:

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

BINDERS:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

BACK-UP SYSTEMS:

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

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

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

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

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

YOUR MARKETING PLAN:

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

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

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

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

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

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

SURE YOU HAVE EXACTLY SEVEN ANSWERS BEFORE YOU

START ACTIVELY MARKETING YOUR SITE!

YOUR BUSINESS PLAN:

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

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

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

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

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

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

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

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

LEGAL CONSIDERATIONS:

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

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

before you are GENERATING SUBSTANTIAL PROFITS.

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

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

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

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

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

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

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

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

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

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

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

DUPLICATION:

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

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

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

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

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

LIMIT YOUR LIABILITY:

YOU ABSOLUTELY WANT TO KEEP THE PROFITS THAT YOU GENERATE!

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

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

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

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

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

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

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

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

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

HAVING YOUR MONEY WORK FOR YOU

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

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

Other ways to invest your money include:

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

FINANCIAL CONSIDERATIONS:

Lets start with this premise.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

THAT’S THE RESULTS YOU WILL GET AS WELL.

GUARANTEED!

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

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

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

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

If you do the following things:

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

YOU WILL BE SUCCESSFUL!

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

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

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

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

BORROWING MONEY TO GET STARTED:

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

NEVER TAKE A PARTNER. EVER!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

NO KIDDING. NO NONSENSE. NO EMPTY CLAIMS.

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

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

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

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

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

GENERATE THE DESIRED AMOUNT OF PROFITS!

Filed under: Sales by Rob Raskin
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CHAPTER THIRTEEN REVIEW

In this Chapter we learned Five Important Axioms:

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.

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.

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.

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

Businesses will run on auto-pilot 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.

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?

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!

Filed under: Review by Rob Raskin
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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.

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?

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!

Filed under: Sales by Rob Raskin
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Part 3 Overview

PART THREE is dedicated to the actual mechanics required for the Successful day-to-day Operation of Your Business.

In PART ONE of this Course, we explored all of the aspects of what it takes to be Successful in Business. From your Self-Image, to defining your Dream, to setting your Goals, to determining the desired amount of Profit that you need to generate to accomplish your Goals and to live your Dream, we created a Solid Foundation for Your Success.

In PART TWO of this Course, we explored the Marketing and Sales techniques that are needed in order to create Visitors, turn the Maximum number of Visitors into Prospects, and Maximize your Sales-To-Prospect Ratio. We determined what types of Products to sell, and we designed a Successful Sales Site as it relates to the Structure and Verbiage required based on Sound Sales Principles.

You now know EXACTLY how much Profit is needed to achieve your Goals, and The Product type, Marketing Plan, Sales Strategy, Site Structure and Verbiage required to Generate that Profit.

PART THREE will address all of the supporting aspects of Your Business, which is an integral part of Your Success. When you have concluded Part Three, you will be provided with the following:

In your hands, you will have an EXACT, TEN POINT PLAN FOR SUCCESS!

YOUR DREAM
YOUR GOALS
YOUR BUDGET
YOUR POSITIVE AFFIRMATIONS
YOUR MARKETING PLAN
YOUR SITE
YOUR TOOLS
YOUR DAILY, WEEKLY AND MONTHLY TASKING
YOUR BUSINESS PLAN and
YOUR WORKING BUSINESS MODEL

You will have a STEP-BY-STEP plan of attack so that you can be SUCCESSFUL in Your Business Venture.

EXACTLY As promised!

Let’s begin with an overview of the actual Operation of Your Business, and we will discuss the principles behind what makes your Business tick and how to best prioritize your efforts.

Filed under: Overview by Rob Raskin
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Chapter Twelve Review

In this Chapter we learned Three Important Axioms:

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.

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!

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.

ALL-ABOUT-BUSINESS.COM

YOUR SUCCESS GUARANTEED!

INTERNET BUSINESS COURSE

PART TWO

REVIEW

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

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

We discussed the Dynamics, the Psychology, and the TIMING and we saw how Your Site MUST have these components ALL WORKING IN UNISON in order to MAXIMIZE YOUR PROSPECT-TO-VISITOR and YOUR SALES-TO PROSPECT RATIOS.

In PART THREE, we will discuss all of the remaining aspects of putting YOUR BUSINESS TOGETHER. This will include:

All of the tools it will take to run Your Business effectively,
Finalizing Your Business Plan
Dealing with the General Aspects of Business and
Looking Toward the Future

I sincerely hope that you are enjoying this Course as much as I am enjoying sharing my life’s experience with you!!

ADDITIONAL RESOURCES:

In order for you be able to put your Business together as easily and with as little confusion as possible, I have designed the BUSINESS TOOLS MENU below in a logical order. This will allow you to find everything that we’ve talked about in PART TWO.

HERE’S AN OVERVIEW OF THE BUSINESS TOOLS MENU:

E-LIBRARY: YOUR SITE: CONSULTING:

Sub-Categories Sub-Categories Sub-Categories:

Marketing                                   Sales Site                                   Business Plan:
Sales                                          Shopping Site                             Ads, Affiliates, Auto Responders
Operations                                  Assistance Site                           Sales Copy
Motivation                                    Site Development                       Site Development
Site Assistance                           Turn-Key                                     Turn-Key
E-Bay

BUSINESS TOOLS:           BUSINESS PLUS:                BUSINESS NEEDS:
Sub-Categories                         Sub-Categories                         Sub-Categories:

Software                                      Business Opportunities               Cameras
Hosting                                        Franchise Opportunities              Books
Marketing                                   MLM Opportunities                      Communications
Affiliate Programs                     Leasing                                        Credit Cards
Courses                                      Office Furniture                            Gifts
Free Tools                                  Office Supplies                             Real Estate
Shopping                                     Financing                                    Travel
Directory                                      Insurance                                    Vehicles

Computer Equipment Phone Cards

Advertising Shopping

Shopping Directory

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!

Once the Site is on the Sales Presentation, the Site will go all the way down to the 7^th “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.

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Chapter Eleven Review

In this Chapter we learned Five Important Axioms:

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!

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.

Axiom Number Fifty-Eight – IN ORDER FOR A SALE TO BE MADE, THE ONE THING THAT MUST BE PRESENT IS EMOTION!

THE ONLY REASON PROSPECT PLACES AN ORDER IS BECAUSE THE PROSPECT HAS A DESIRE FOR YOUR OFFER.

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!!

You need to Direct Your Prospect to TAKE ACTION on average, a total of SEVEN TIMES, so there must be at least SEVEN LINKS that say: “CLICK HERE NOW”

The standard 10 Sales to a SALE will lead to a SALE one out a consistent number of times, once you are up and running. That number is the number that will need to be tweaked by making ONE CHANGE at a time to ONE of the 10 Sections that comprise a SALE, and then watching your statistics to see if you SALE-TO-PROSPECT RATIO IMPROVED, WORSENED, OR HAD NO CHANGE. We will discuss the TESTING PORTION in more detail, but for now you should be aware that the FOUNDATION of Your Site, which is YOUR BEST AND ONLY SALESPERSON, is the SUM TOTAL of ALL OF THE SMALLER SALES, DYNAMICS, PSYCHOLOGY, STRUCTURE, VERBIAGE AND TIMING as we discussed so far.

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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:

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.

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

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”!

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 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’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

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!

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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 Fifty – THE 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:

BUILD A SUCCESSFUL INTERNET BUSINESS
BUILD A SUCCESSFUL MLM BUSINESS
BUILD A SUCCESSFUL CONVENTIONAL BUSINESS
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:

Make it easier to…
Give you more time to…
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.

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CHAPTER FOURTEEN REVIEW

CHAPTER FOURTEEN: SETTING UP YOUR BUSINESS

CHAPTER THIRTEEN REVIEW

CHAPTER THIRTEEN – OPERATIONAL OVERVIEW

Part 3 Overview

Chapter Twelve Review

Your Site

Chapter Eleven Review

Sales Verbiage And Closing Techniques

How To Sell

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