Would You Rather Be Rich or Famous? This is Not a Trick Question.

“Champagne wishes and caviar dreams…” 

Our fascination with the “Lifestyles of the Rich and Famous” kept us riveted to the TV screen for 9 years as Robin Leach entertained us with mouth-watering glimpses of how the rich and famous live. 

Most of us yearn for wealth and fame, and yet secretly believe that those commodities are beyond our reach — that they are reserved for others, not us. A Direct Response Minisite Can Be A Sticky Situation!

What if I told you that most of the rich and famous people in the world became rich and famous simply because they knew how to ethically influence the media? And what if I told you that if you could learn their publicity secrets, wealth and fame are yours for the asking? 

The truth is, there is no method more powerful or less costly for creating fame or fortune than publicity 

Publicity starts with a news release. The news release is one of the world’s best marketing tools, but is also that wretched thing that often shatters the hopes of all who dare to seek publicity. But stick with me and I’ll show you how to get the upper hand that will put you far ahead of all others who have tried and failed. 

Most experienced business people have a story to tell about their attempts at getting publicity — and it always ends with the same question: “Why do I even bother?” 

The fact is that millions of dollars worth of publicity is available to anyone who knows how to get it. One person I know who has the best batting average at getting publicity is Paul Krupin. Paul’s PR client list consists of the largest roster of rags-to-riches people and companies ever to be assembled in one place. 

Paul reveals the sobering fact that 90% or more of the news releases received by editors end up in the trash. According to Paul, nothing annoys busy editors more than news releases that are poorly written. More particularly, there are 3 mistakes — and these are serious, fatal errors that most people make with news releases. 

1) Your news releases talk about you too much. They say me, me, me — or my product, my product, my product.

2) Your news releases are an advertisement. They sell, sell, sell.

3) You’re sending your news releases to the wrong media. 

Okay, so you’ve made some or all of these mistakes at one time or another. But don’t worry, it’s not just you. Most people fail to focus on the needs of the editor. They don’t create information that is aimed at the editor’s audience. So they fail to get the editor’s attention, and ultimately fail to get publicity. 

How then can you make sure that your news release does not end up as a statistic? 

Your news release should be about one thing only — news. If you have a newsworthy angle, it hooks the editor into reading every word of your news release. Make the subject of your headline sound as big and as startling as possible. You need to make a huge impact because you just don’t know what other news releases you may be competing against at any given time. 

Your product can then ride on the strength of the news angle. Use the soft sell approach so that your news release will not be regarded as an advertisement. 

Never tell the whole story in your news release. Instead, generate a curiosity that must be satisfied. This is the principle of cognitive dissonance that I teach in-depth in 1001 Killer Internet Marketing Tactics. If you create dissonance in the mind of the editor with an unanswered question, the editor must resolve that conflict by seeking the answer; i.e., by calling you. 

Before you send out your news releases, hand pick your target  media with surgical precision. This is crucial. Getting publicity is not a numbers game. It’s not how many copies of your news release you can broadcast at once, but whom you send it to that matters. The most well-crafted news release will be trash-bound if you send it to the wrong segments of the media. 

Do yourself a big favor. Do not read those mediocre how-to books on publicity that are available everywhere. The only thing you’ll learn from them is how to get your news release thrown into the trash. My theory is that a few decades ago, some misguided person from the school of “Those who can, do — those who can’t, teach” wrote a book on how to write news releases. Then someone else took the same myths and fallacies, and wrote yet another version of the book. Pretty soon, there was a flood of how-to books on publicity — all rehashing the same old dreary methods that simply don’t work. 

Instead, study the PR campaigns of those who have been extremely successful at getting publicity. Study their news releases to find elements that you can emulate for your purposes. Find out the media targets they sent their releases to. 

It is immensely easier, faster, and less expensive to learn, model, and achieve success by following in the footsteps of those who have been successful than it is to learn how to succeed by trial and error. Don’t buy into publicity theory. Go with the hard facts — those strategies that have been proven to work.

Article by Mark Joyner, CEO of Aesop Marketing Corporation and creator of “1001 Killer Internet Marketing Tactics” – a *must have* tool for anyone serious about doing business on the Internet. Do yourself a favor and check this one out today!

The Death of Positioning?

I always get a bit nervous when I start talking about the less testable theories of marketing. I call this “touchy-feely” marketing. I’m a real “show me” kind of person, and I will rarely make a statement about marketing without having tested a theory on real products I’m selling myself. 

This is one exception. It would be quite difficult to test some of the ideas I’m about to put forth here. Nonetheless, it’s an important concept that will change the way you think about your web promotion efforts. 

For years it has been believed that for a product to succeed it must “position” itself properly in the mind of the consumer. 

Ries and Trout (the best known spokesmen of this theory) make 
a powerful case. They claim that the overall mass of information with which a consumer is bombarded every day makes it hard for him to remember any information at all. 

However, the way our brain categorizes and stores information helps to determine which of these bits of information are remembered. The Law of Primacy, for example, states that it is easier to remember the first of any list. 

For example, can you name the following: 

1. Your first kiss 

2. The first President of the United States 

3. Your first day in your current house 

4. Your first day at your last job 

Now, try to name your second kiss, the second President, the second day… Do you follow? It’s obviously much easier to remember the first. It almost goes without saying. 

According to Ries and Trout, this phenomenon accounts for the success of many of today’s continued successes. Coca-Cola, Levi-Straus, IBM…. These companies have a primary position in the minds of the consumer because they got there first. 

Now, there is more to it than that (there are a great many other psychological factors that affect the position of a product in one’s mind- see 1,001 Killer Internet Marketing Tactics for more details), but you get the general idea. This concept has been a decisive one in shaping the ad campaigns of the last 20 years. The only problem is, the whole field of marketing and advertising itself has been turned on its head by the Internet. The rules have changed. We have had the great privilege of witnessing a “paradigm shift”. 

A paradigm shift occurs when a new invention or discovery completely changes the way we look at the world. The Internet has not only caused a paradigm shift itself, but it is the catalyst of other paradigm shifts by increasing the rate at which we exchange information. So, we have to be willing to let go of certain beliefs when this occurs. 

The million dollar question is, is Positioning one of these concepts which we will have to discard? 

My answer is a resounding “no”, but there is a new concept that will greatly affect the importance positioning will play in determining who buys. The position of a product in one’s mind will always have a great impact on whether or not one chooses to purchase that product, but, I propose that on the Internet, there is one single factor that is of even greater importance:  

Timing 

This states that the marketer must deliver the Right Message to the Right Consumer at the Right Time. 

These days, when your average net consumer wants something, he wants it fast. For example, some time ago I was looking for a web host for one of our web sites (to protect those involved I won’t mention any names). For various reasons, we had to move and we had to move fast. I really didn’t want to have to spend a lot of time talking to prospective companies. I just wanted to get the site up and running on a new server so we didn’t lose traffic. An acquaintance linked me up with a company that reportedly could get the job done quickly and do it well. There were even a few things that bothered me about this company from the start, but I was assured all would be well. How to Get Your Inner Forces All Moving Toward the Same Goal!

I hate to admit it, but I’m just plain lazy. We decided to go with this particular company because of the Timing of the whole deal. At that time, this was more important than a company name. There were a number of big name companies that had a better Position in my mind, but that just didn’t matter. The decision was a mistake, for sure – one I will always regret – but, it is the decision I made at the time. This inferior company got my business because of timing. 

Now, if one of the big name companies had been there at the right time, there is almost no doubt in my mind that they would have received my business. But they weren’t. So, in this case, Timing was more important than Positioning. Loyal Readers or Subscribers?

If you spend a few moments thinking about this, you’ll surely find a few examples in your past experience where this theory has held true. 

Now, here are a few ways that you can apply this principle to your online business: 

1. Offer Speedy (If Not Instant) Fulfillment 

Have you ever had to make a decision between two similar products – one that could get it to you right away and another that would take a few days? Personally, I’ve chosen products of lower quality based on their delivery times. (OK, now you know. I’m lazy and impatient. But, you’d better love me. I *am* Joe Six-Pack.) Public Speaking Tips.

2. Find the Right Consumers in the right place 

There are places online where people ripe for your product are hanging out right now. Seek those places out and get your message there one way or another. An obvious example would be someone searching for your type of product on a search engine.  Or, perhaps you sell saddle-soap and there is a forum or newsgroup all about horse saddles. Maybe you offer rare books and you find someone that owns a newsletter dedicated to rare book finding. These are the places where you want to get your message seen. 

3. Create the Right Time 

Sometimes you get the Right Message to the Right Consumer, but at the wrong time. Maybe the consumer just isn’t ready to buy right now. That’s no problem. Create a sense of urgency by explaining what would happen if the consumer didn’t purchase your product today. What would they stand to lose? Do this and it will become clearer to them that the right time is now.

My 3 Must Use Secrets for Big Fat Subscriber Lists

1. Give the Subscriber a *Reason* to Subscribe 

Several psychological studies have demonstrated that giving someone a reason to comply to your request will greatly increase their chances of compliance. And the reason doesn’t even have to be good! Amazingly, just using the word “because” will increase your response. 

2. Really “Sell” the Content of Your Newsletter 

People don’t know whether your newsletter contains pure junk or gold. You could have the greatest, most informative newsletter in the world – if you don’t *tell* them, they will never know. 

Now, here’s the key. You don’t want to tell them yourself “my newsletter is the best”. No one will believe you. The best way to let people know how great you are is to have someone else tell them for you! 

You should get a testimonial or two about the content of your newsletter and use this to “sell” the content of your newsletter. 5 Reasons Why Your Site Needs to Publish a News Feed.

3. Provide an Incentive to Subscribe 

How many people offer a free newsletter? No one can know for sure, but I’ll tell you that the answer is: “too many”! 

What is *unique* about what you offer? If you tie your subscription into being able to access something unique, I promise your subscriber rate will go through the roof. 

Can you offer a free service? Can you offer a free download? A free (and unique!) report? Access to some exclusive information? 

Generate curiosity in your potential subscriber. People are inherently curious and it is painful when curiosity is not satisfied. Set it up so subscribing to your newsletter is the only thing they can do to satisfy that curiosity. 

Now, let’s put this all together. Here is an example of a “call to subscribe” you can use that puts all three principles together. Put this above your subscription form for one week and I predict your visitor-to-subscriber rate will *at least* triple: 

—— 

“~Newsletter Name~ is fantastic.

“It’s one of the very few newsletters I actually read every time.”
– Mark Joyner of ROIbot

Subscribe right now; because, for a limited time you will be given instant access to the powerful report: “My 3 ‘Must Use’ Secrets for Big Fat Subscriber Lists.” 

And you’ll get more great tips like this in each and every issue. SIXTY DAYS TO YOUR FIRST BARGAIN PURCHASE.

—— 

This should be enough to get you started. Sit down right now and brainstorm. Think of at least 5 ways you can apply these principles to your newsletter subscription process. Pick the best ones and apply them *today*.

A Down and Dirty Guide to Search Engine Positioning.

I’ve been asked here to sum up what everyone should know about search engine positioning. 

First, two caveats: 

1) Search Engine Positioning is only a tiny part of the big Internet Marketing picture. It takes time and there are other things that will pay off far more in the long run.  /public-speaking-tips

2) This is a gross simplification of the whole process.

With that said, let’s dive in. 

1. This discussion will focus on spider engines. That is, an engine that goes to your site and indexes you based on what it finds. Directories are a whole ‘nother ball game (which we will address in another article). Good examples of spiders are: Infoseek, Excite, and AltaVista.

2. Every search engine is different. You need to learn the “algorithm” (set of rules) used by each engine to rank pages. An algorithm is a set of rules.

3. These algorithms change constantly. This is why tips like “put 3 % of your target keyword in your title tag” are probably worthless by the time you hear them.

4. The only reliable way to learn a sites algorithm is to analyze actual results of a search on that engine. This must be done using a reliable keyword density analyzer. This tool will show you the weight of particular keywords in high ranking documents. You then simply reproduce this weight in your document to attempt to reproduce the results. Any advice you find that did not come from an actual analysis is probably smoke and mirrors. This method is very reliable. There are a few other factors that will affect rank that can not be measured this way (link popularity, spam filtering etc.), but keyword density is the easiest to measure and most reliable factor. 

Here is the only keyword density analyzer that I use.

5. You should not only be concerned with the rank of your listing, but with the way it appears in the engine as well. If your listing is #1, but looks like a bunch of junk (try a search right now and you’ll see what I mean), it will be a waste of your time. The appearance of your listing depends on two of three things: 

a) your title tag e.g. <title>title here</title> 

b) your description tag <meta name=”description” content=”description here like this”> (applies to some engines – all others use the following)

c) the first 250 words (or so) of visible text on your site on your site

“A” above is what the engine links to your page.B or C are used as descriptive text for your link.You must balance your work on these tags. That is, sometimes what gets you a high rank will not make for an enticing listing. Remember that your title is most important. Think of it as a headline for an ad. 

6. No software in itself is going to get you a high position on a search engine. Period. There are many software products claiming to get you a higher position on the web. For the most part, save your money. There are really only two programs you need (and you may not even need them): 

a) A keyword density analyzer. You don’t really need this if you have some other tool that will allow you to analyze the relative mathematical composition of any text. If what I just said flew over your head, a keyword density analyzer is for you. Again, here is the only one I use.

b) A site submitter. You don’t really need one of these, either, if you are strictly focusing on a high position in the spider engines. You can probably submit these pages one by one just as easily since the process of gaining a high rank is a surgical one. However, if you need to submit many pages at once (if you do it will save time), or you want to submit to other types of sites (most submitters submit to over 900 sites and spider engines account for about 12 of those), then it is a good idea to get some software that will automate this task for you. We’ve developed a powerful multi-use tool that will spider all of your pages and submit each of them to all known spider engines (it has about 20 other functions as well – all of them key). You can check that out out right here

There is, of course, much more to it than I have listed here, but this information will get you started on the right track.

Why Test?

Marketing should be treated like a science. If you are serious about making money on the Internet, it is absolutely crucial that you spend some time testing your results and refining your approach. 

Let me drive this point home. Say for example you have a website that gives you a visit to sale ratio of about 200 to 1. Not really bad as far as web sites go. Most do far worse. 

Now, assume that you get 5,000 visits per month. Do the math. That’s 25 sales per month. If your profit from each sale is $50, you are making $1250 per month profit from your website.Now, what would happen, if by changing one small thing on your website, you could improve that ratio to say 150 to 1. It may not seem significant, but let’s see how it works on
paper. 

Now, instead of 25 sales per month, you are doing 33. Multiply that by $50 and you are now making $1650 per month. That’s a difference of $400. It’s not like you’re having to work any harder for that additional $400. Your website is always there. 

Now, the example I have shown you here is quite mild to some of the drastic improvements I have seen as a result of market testing. All my life I’ve heard people say “don’t work hard – work smart!” 

This is excellent advice. Working smart means getting more from less effort. 

Well, testing is a systematic way of helping you to work smart. It’s just like the scientific method, really. You may remember it from school. There are many versions of the scientific method for different disciplines and many scientists will argue about which approach is best. For our purposes, let’s take a very bare-boned and simple version. It’s really all we need: 

a. Generate a hypothesis. 

b. Test your hypothesis by performing an experiment and recording the results. 

c. Perform calculations and draw conclusions. 

d. Confirm or refine your original hypothesis. 

For example, let’s say in the above example, we hypothesize that by adding a money back guarantee, we will get a better visit to sale ratio. This is our hypothesis. To test this, we make the change on our websites and record our results. That’s our experiment. After a few weeks (or any period of time we determine to be sufficient) we conclude the experiment and perform calculation on our data. We then discover that the visit to sale ratio did, indeed, improve during the course of our test run. We can then draw a conclusion that our original hypothesis is correct.Seems pretty simple, right? Well, actually no…

*Controls and Statistical Significance* 

In the preceding example, we did a pretty straightforward and simple test. However, the results we have drawn may not be valid. 

For example, what if the majority of visitors we received before the test run came as the result of a banner ad campaign we were running? Then, without us knowing it, sometime during the campaign a company favorably reviews our product and drives people to our site. It could be the case that people who read that review were more likely to buy the product. 

It could also be the case that they were much more likely to buy and that adding the guarantee lessened the effectiveness of the site. Or, it could even be the case that the guarantee did increase the effectiveness of the site, but not as much as we thought. 

The problem is, we just don’t know.To address this issue and to improve the reliability of our tests, we need to establish “controls”. A control is a measure that allows us to isolate the factors which are causing the effects we record. 

For example, a better way to run this test would have been to run two websites at the same time. Both of them identical in every way (promoted the same way, designed the same way- everything) except for the one element we think will make a difference. The site without the change is called the control site. The site with the change is the test subject. 

This same principle can be applied to any other type of marketing. If you want to test the effectiveness of a banner ad, run two banner ads on the same site for the same period of time. If you run one banner ad on one site and the other on yet a different site, you can’t be sure that your results are valid. 

Using strict control techniques improves the chances that your findings will be valid. 

*Statistical Significance

Even if we use good controls, we can still never be sure of our results. There may be something affecting the test we haven’t thought of. That’s why we also need to resolve ourselves to the fact that the results of one single test should not be accepted as conclusive. 

Rather, we need to perform a great many tests and look at the over all trends. Only after we have compiled a considerable amount of information can we safely draw any conclusions. 

Just how much testing is enough is up to you. You should test until you are satisfied, but be honest with yourself. Don’t just stop testing out of laziness! 

*Turning tests into profits

The idea here is to test as many different methods as possible, discover the most effective method, and crank up the volume on your best method. When you get into serious volume and your business is really doing well, even minor differences in results will have a major impact on the amount of money you take home. And sometimes very subtle and minor changes to a website will make huge differences in your results. 

If you could find out which of your advertising campaigns was bringing in the most money for you, wouldn’t it make sense to put more effort into that campaign? Or do more of that type of campaign? Wouldn’t you be crazy not to? 

In the following chapters… 

Pets.com: Branding Goes to the Dogs.
… we’ll show you exactly how to track and monitor the results of all of your Internet marketing efforts. After we show you the logic behind each method of testing, we’ll show you the physical tools and techniques you need to employ to track your success. 

Tracking is just recording the results of one campaign or another. 

Testing is the systematic monitoring of these campaigns to discover what is working and what is not using the scientific method.

Article by Mark Joyner, CEO of Aesop Marketing Corporation and creator of “1001 Killer Internet Marketing Tactics” – a *must have* tool for anyone serious about doing business on the Internet. Do yourself a favor and check this one out today!

How to Easily Increase Your Affiliate Commissions in Two Days or Less?

Clearly, the people benefiting the most from affiliate programs are the companies running them. My goal here is to help you – the affiliate – earn more money. If you’ve gotten past the idea that you can simply slap a banner up on your site and start earning money, but you’re not sure what to do next, this article is for you. 

Allow me to cut right to the chase. Here is a plan of action. This may seem like a lot of work, but don’t worry! At the very end, I’ll show you how to automate all of these steps. For now, just read through to get a general idea of how you need to proceed: 

Day 1 

Step 1– Vow to organize your affiliate efforts. Begin with organizing all contact information, payment information, and vital statistics about your affiliate programs in one central location. This may seem like a silly step, but believe me; you don’t want to spend your time digging through emails for contact information and codes. You should also know, with just a few mouse clicks, how much is owed you by the various affiliate programs in which you are participating. 

Step 2 – Select one affiliate program on which to focus your efforts for the next 3 weeks. In order to apply some of the various principles I will show you in a few moments, you need to select one area of focus. It’s best to select an affiliate program that has several products, instant online tracking of sales, instant notification of sales, and the ability to segment your promotions. Internet Marketing ProShop has all of this and more. 

Step 3 – Select three promotion methods and two products to promote. 

This is crucial. This will make sense in a few moments. If you can’t think of three promotion methods, here are a few ideas: 

An ad in someone else’s eZine 

A mailing to your own subscription list 

A text link on your site with some ad copy 

A banner on your site 

A product review on your site 

An FFA submission 

Now, some of these methods are more effective than others. But you don’t need me to tell you that. I’ll show you how to find out for yourself. 

Step 4 – For each promotion method and each product, develop two ads. So, since you have three promotion methods, two products, and two ads for each – you will have to write 12 ads total. So, for each ad, let’s give it a code.  If it’s method one, product one, ad one, you can call it: 

M1P1A1 

For method one, product one, ad two, you can call it: 

M1P1A2 

For example, if you plan to promote my marketing course 1,001 Killer Internet Marketing Tactics using ads in someone else’s eZine, you will need two ads. One would be M1P1A1, and the other would be M1P1A2. If you also plan to promote it using a review on your site, the first review would be M2P1A1 (method 2, product 1, ad 1) and the second would be M2P1A2 (method 2, product 1, ad 2). 

This is just one way to code your ads. You can do this any way you like as long as you can distinguish precisely which campaign these codes refer to. 

This sounds like a lot of writing. Don’t be daunted by this! Just crank it out. Don’t think too much about each ad. We’ll find out in a while which one is good and which one is bad.  You won’t decide this – your customers will! Don’t be afraid to try something wild. 

Now, when you promote each product, you’ll need to tie each promotion to the code you created. With the Internet Marketing ProShop Partner program, you can segment your campaigns by adding an _code to the end of the URL you use to promote each product. 

For example, if you are promoting 1,001 Killer Internet Marketing Tactics, you would use this URL: 

…./kt.cgi?sponsorID 

To segment your campaigns, you would add your campaign code on the end of that URL for each campaign: 

…./kt.cgi?sponsorID_M1P1A1 (for campaign one) 

…./kt.cgi?sponsorID_M1P1A2 (for campaign two) 

Note: The above method is only valid for our affiliate program, so don’t try this with any other affiliate program. We don’t know of any other affiliate programs that allow you to segment your campaigns, this way, so please use caution here. 

Step 5 – Before you finish for the day, promote the product using your “ad 1” for each product. 

You’ll need to record: 

Impressions. If you’re advertising on a web page, this will be the number of times your ad appeared on the page – or the number of times the page was viewed if your ad comes up each time the page is viewed. If you’re advertising using some form of email, impressions = number of emails sent. 

Clicks. You should be able to get this from the affiliate program you are promoting. 

Amount Earned. Again, your affiliate program should provide this information to you in real time. 

Now, in order to do a valid test, you’ll need to promote to a fairly significant number of people. I would recommend that at least 300 people see each ad. Otherwise, you won’t have enough information to make a valid judgment. Ideally, you should hit about 2,000 with each ad, but your resources may not allow for this. 

*Learning point: If you’re going to send an ad via a newsletter, see if you can run a “split”.  That is, get one ad sent to 1/2 of the list and another sent to the other 1/2. That is the most accurate way to compare the effectiveness of any pair of ads. How to Improve Response to Your Website Sales Letter?

Day 2 

Step 6 – Run your “B” ads. Now that you have run your “A” ads and have given them a bit of time to take effect, run your B ads. Do this first thing this morning! 

By the end of the day, you should have some good results from both campaigns to compare and see where you stand. 

By comparing and analyzing all of the information you have just compiled, you will be able to start to have a good idea about: 

Which product seems to sell more. Which type of campaign is most effective Which type of ad for each campaign is most effective This short bit of testing won’t allow you to make clear conclusions, but it will put you on the right track. Immediately, you should start using the ads that sell as much as you can. If ad A is making you 5 cents per impression and ad B is making you 5 dollars per impression – using ad B just increased your affiliate commissions by 9900%! OK, that’s a dramatic example, but you get the point, right? If you aren’t tracking these things, you’ll never know. If you track and continue to refine, before you know it, you’ll have an arsenal of ads that you know pull well to use over and over again. Once you do the leg work, it’s easy! 

As you see, though, this can get quite complex. How does one actually analyze these campaigns? What if you have scores of affiliate programs and quite a few campaigns for each? 

Don’t worry. As I told you at the beginning, there is an easy, cost effective way to keep track of all of these things with just a few mouse clicks. It’s called Affiliate Assistant.  Marketing in a Tough Economy – Do’s & Dont’s.

I highly recommend checking this out as it will, among other things, allow you to quickly and easily implement the above plan in one central location. With just a few mouse clicks you can compare and analyze all of your various affiliate ad campaigns so you’ll know which are making you money and which are wasting you time. 

You could do all of the same things yourself with a good database program and multiple spreadsheets, but Affiliate Assistant will save you quite a bit of time and money without having to go through all that. 

Either way, you should implement some type of organizational and tracking plan like this for your affiliate advertising efforts immediately.  The amount of time you put into this will pay off exponentially in terms of higher commissions.

What is Guerrilla Marketing?

History is full of stories where tiny, unadvanced armies have handily defeated better equipped and much larger armies. 

The history of these battles is the history of guerrilla warfare. 

There are similar stories in business. 

One example is that of the “Marlboro Man”. Before the Marlboro Man, the Marlboro brand of cigarettes was ranked 31st – almost rock bottom. 

After the introduction of the Marlboro Man, and the guerrilla branding campaign to promote it, Marlboro became the #1 brand in a multi-billion dollar industry. 

It may shock you how many of the “big business” names (that are now household words) started out as struggling small businesses. 

The history of the ascent of these icons is the history of guerrilla marketing. 

Until 1984, the principles of guerrilla marketing were known only by a select few people in the world. They jealously kept this information quiet with almost fanatical secrecy. And who can blame them? If you had some special knowledge that allowed you to rise to the top of your field, would you want this information to be made public? Of course not! 

The balance of power was dramatically upset by a maverick marketing genius named Jay Conrad Levinson – a man who is arguably the most respected marketer in the world. 

He is the man who coined the term “guerrilla marketing” and introduced these secrets to the average Joe (like me). His concepts are so successful that he has published 27 books on the subject (in 37 languages), his books are required reading in the most respected MBA programs in the world, and he is now the most widely read and respected author of business books in the world. 

And Jay did all this “from scratch”. That is, the success of the “Guerrilla Marketing” brand is a testament to the very principles Jay himself teaches. 

It just so happens that he is also one of the creators of the Marlboro Man. (Think what you will about tobacco, but you can not deny the power of the marketing behind Marlboro – arguably the most successful marketing campaign in history, and the most widely recognized brand in the world.) 

So, what then, is Guerrilla Marketing all about? 

Let’s take a segment from Jay’s new book “Guerrilla Marketing for the New Millennium” to learn:

“Marketing is absolutely every bit of contact any part of  your business has with any segment of the public. Guerrillas view marketing as a circle that begins with your ideas for generating revenue and continues on with the goal of amassing a large number of repeat and referral

customers. 

“The three key words in that paragraph are EVERY, REPEAT, and REFERRAL. If your marketing is not a circle, it’s a straight line that leads directly into Chapters 7, 11, or 13 in the bankruptcy courts. 

“HOW IS GUERRILLA MARKETING DIFFERENT FROM TRADITIONAL MARKETING? 

“Guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. Eighteen factors make it different from old-fashioned marketing: ” 

Jay then goes on to list 18 things that separate guerrillas from “mere mortals”.

(See below for info on his new electronic book – it’s recognized as his most powerful work yet – and can’t be found in book stores.)

So, how then, does this information apply to those of  us marketing on the Internet? 

Far more than you think! The Internet is not just a new guerrilla battlefield – it’s the *ultimate* guerrilla battlefield. There have been more small business mega-success stories in the last 5 years than in the combined history of business. 

And there are clearly two factors that have influenced this more than anything: 

1. The Internet 

2. Guerrilla Marketing 

Ever wonder why big businesses are totally blowing it online? Because they are not guerrilla thinkers! 

These big bloated bureaucracies are sluggish and set in their ways. This means that someone like you can step in and out-maneuver them. (More and more big businesses are turning to small business entrepreneurs to teach them how to market online – the tables have turned!)

So, start thinking like a guerrilla right now. You have the advantage – all you have to do is take it.

Here’s the definitive place to get started – where you will find an easy to follow step by step plan for launching a “guerrilla attack”! History is full of stories where tiny, unadvanced armies have handily defeated better equipped and much larger armies. 

The history of these battles is the history of guerrilla warfare. 

There are similar stories in business. 

One example is that of the “Marlboro Man”. Before the Marlboro Man, the Marlboro brand of cigarettes was ranked 31st – almost rock bottom. 

After the introduction of the Marlboro Man, and the guerrilla branding campaign to promote it, Marlboro became the #1 brand in a multi-billion dollar industry. 

It may shock you how many of the “big business” names (that are now household words) started out as struggling small businesses. 

The history of the ascent of these icons is the history of guerrilla marketing. 

Until 1984, the principles of guerrilla marketing were known only by a select few people in the world. They jealously kept this information quiet with almost fanatical secrecy. And who can blame them? If you had some special knowledge that allowed you to rise to the top of your field, would you want this information to be made public? Of course not! 

The balance of power was dramatically upset by a maverick marketing genius named Jay Conrad Levinson – a man who is arguably the most respected marketer in the world. 

He is the man who coined the term “guerrilla marketing” and introduced these secrets to the average Joe (like me). His concepts are so successful that he has published 27 books on the subject (in 37 languages), his books are required reading in the most respected MBA programs in the world, and he is now the most widely read and respected author of business books in the world. 

And Jay did all this “from scratch”. That is, the success of the “Guerrilla Marketing” brand is a testament to the very principles Jay himself teaches. 

It just so happens that he is also one of the creators of the Marlboro Man. (Think what you will about tobacco, but you can not deny the power of the marketing behind Marlboro – arguably the most successful marketing campaign in history, and the most widely recognized brand in the world.) 

So, what then, is Guerrilla Marketing all about? 

Let’s take a segment from Jay’s new book “Guerrilla Marketing for the New Millennium” to learn:

“Marketing is absolutely every bit of contact any part of  your business has with any segment of the public. Guerrillas view marketing as a circle that begins with your ideas for generating revenue and continues on with the goal of amassing a large number of repeat and referral

customers. 

“The three key words in that paragraph are EVERY, REPEAT, and REFERRAL. If your marketing is not a circle, it’s a straight line that leads directly into Chapters 7, 11, or 13 in the bankruptcy courts. 

“HOW IS GUERRILLA MARKETING DIFFERENT FROM TRADITIONAL MARKETING? 

“Guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. Eighteen factors make it different from old-fashioned marketing: ” 

Jay then goes on to list 18 things that separate guerrillas from “mere mortals”.

(See below for info on his new electronic book – it’s recognized as his most powerful work yet – and can’t be found in book stores.)

So, how then, does this information apply to those of  us marketing on the Internet? 

Far more than you think! The Internet is not just a new guerrilla battlefield – it’s the *ultimate* guerrilla battlefield. There have been more small business mega-success stories in the last 5 years than in the combined history of business. 

And there are clearly two factors that have influenced this more than anything: 

1. The Internet 

2. Guerrilla Marketing 

Ever wonder why big businesses are totally blowing it online? Because they are not guerrilla thinkers! 

These big bloated bureaucracies are sluggish and set in their ways. This means that someone like you can step in and out-maneuver them. (More and more big businesses are turning to small business entrepreneurs to teach them how to market online – the tables have turned!)

So, start thinking like a guerrilla right now. You have the advantage – all you have to do is take it.

Here’s the definitive place to get started – where you will find an easy to follow step by step plan for launching a “guerrilla attack”!

3 Proven Ways to Make Your Newsletter Make You Money Today

You may or may not already manage your own email newsletter (AKA “eZine” – short for “email Magazine”). 

If you do, this article will help you to make more money with it today – no matter how big your list is! 

If you don’t, read this to learn why you should begin building a subscriber list immediately. 

As you surely already know, your newsletter is a must have key to your success online. I don’t care what you do – not building and maintaining an email newsletter is suicidal. 

Now, everyone knows that much and you will hear many speak these same words – but you rarely here folks talk about the real value of your list. That is, how do you use it to really make money? What I’m about to show you applies to… 

1. Educate 

“All Links are Not Created Equal.” This is a phrase I coined in my  marketing course years back. 

The idea here is that the state of mind of your customer when leading to your site is crucial in determining whether or not he will buy. This is a natural extension of what salesmen call “qualifying”. That is, you need to determine before wasting your time, whether the prospect is ready 

to go or not. 

Pretty basic salesmanship 101 stuff here. How does it apply to your newsletter? 

Well, chances are, your prospects don’t even realize that they need your product or service. What may be obvious to you, may be totally unknown to your prospect. 

Your newsletter can be used to educate your prospects about the value of your product or service. That is, they don’t know they need it – so educate them! 

Ad educated prospect will come to your site “pre-qualified” and ready to be sold. He knows he needs what you’ve got. All he needs now is a little nudge. 

2. Endorse 

If the content of your newsletter is good, and not just a sales pitch, over time you will gain the respect of your readers. Once you’ve gained their respect, they will be more likely to listen to what you have to say (they are pre-qualified to receive your opinion – see how this all fits together?) 

When you recommend a product or service to them, they will arrive at the sales site for that product or service pre-qualified and ready to buy. Your opinion means a lot and will go a long way on the path of making the sale. 

The application of this concept to affiliate programs is quite obvious – just endorse the products you are offering, right? 

What if you are selling a product or service of your own? 

If you’ve read my course you remember the concept of the “Internet Marketing Battle Plan”. The 5th and final tactic in your Battle Plan is “Working the Back End”. 

Once you’ve sold your product to your customer, continue to sell related products to that customer as long as you can. These don’t have to be your own products – they can be products from other companies selling related products… 

Heck, they can even be your competitors! 

Use the power of your endorsement for these products to sell like crazy.  

Endorse and Educate and you will always send pre-qualified and excited prospects to your sites. 

3. Automate 

Do you manage your newsletter by hand? Or is the tool you are using to manage your newsletter unreliable and difficult to use? 

If so, properly automating your newsletter will make you money. 

How? 

It’s simple. Automation of your newsletter management will save you time and spare you the mental anguish of having to worry about your list. In the end you’ll have more time and mental energy to apply to your other projects. Or, if you’re lazy, it might just give you some extra time in front of the tube! 

Either way, you want to make sure that your automation solution for your newsletter: a. Is highly configurable. 

You want it to be able to grow and change as you grow 

and change. 

b. Is reliable and located in a trusted spot. 

You can only guess what happens to your newsletter when it’s hosted on a remote site, or when it’s managed by scripts you don’t understand. A solution you run locally solves this problem by putting you in control. 

c. Handles subscribe and unsubscribe requests efficiently. 

This will save you hours of time. 

d. Can schedule and automate the mailing of your newsletter. What if you go on vacation or have a family emergency? Does you business stop? Of course not! 

It simply can’t. You need a management tool that can run things while you’re gone. 

TIP: ROIbot Newsletter Server is a new tool that handles all of the above quite nicely. You can learn about by clicking here.

Apply the above techniques today and I promise you will immediately begin making more money as a result of your newsletter marketing. 

Just remember to always test everything you try every step of the way.

Warning: Your Email is Invisible.

What I’m about to show you will increase the number of people that read your email significantly. (I’m talking about legitimate opt-in or one-to-one emails here, not spam.)

Many email clients will allow you to filter out “junk” based on a set of rules. For example, anything that starts with  “ADV:” or includes such text as “this email is sent in compliance with…” can be filtered out and sent directly to your trash file.

If you’re like me and get tons of email every day, this can be quite useful. I just don’t have time to read about every time some South American pharmacy is running a special on Viagra.

The problem is that these rules are not always accurate. That is, sometimes these “junk email” rules filter out important email as well.

Surprisingly, these rules are not very forgiving at times. If I were to write such rules I would do so under the assumption that it is better to let some spam slip through than to erroneously filter out something important. But, we’re not so lucky. Many of the junk filtering rules are valid, but others are not. 

You should comb through any of the automated follow up emails or newsletters you send out and remove anything that might trigger a spam filter. Since some of these rules are quite arcane, it is probably best to send the email to yourself and receive it with a client that has junk-filtering rules turned on. I’ve found that the Outlook junk filtering rules are the harshest, so you might try that. If the email is not filtered, you’re probably OK. If it is, play with it until the email is accepted.

Here are some things to look for that you may not expect. The following will trigger junk email filters in Outlook and keep your email from being read:

“FREE”

When in ALL CAPS anywhere in your email. You shouldn’t use ALL CAPS for anything anyway, though, if you can avoid it.

“sales@anydomain”

If this is in the from address. Believe it or not!

“extra income”

When found anywhere in the message.

“for free?” or “for free!”

When found anywhere in the message. This one is really silly. I can think of quite a few uses for this phrase outside of junk email…

Of course, there are quite a few other rules that will trigger junk email filters, but these are ones that could easily trip you up. 

Just remember to test the mail yourself to make sure. Doing this will significantly increase the number of people that actually read the mail you send them.What I’m about to show you will increase the number of people that read your email significantly. (I’m talking about legitimate opt-in or one-to-one emails here, not spam.)

Many email clients will allow you to filter out “junk” based on a set of rules. For example, anything that starts with  “ADV:” or includes such text as “this email is sent in compliance with…” can be filtered out and sent directly to your trash file.

Membership Sites- Your Money Making Venture Online

If you’re like me and get tons of email every day, this can be quite useful. I just don’t have time to read about every time some South American pharmacy is running a special on Viagra.

The problem is that these rules are not always accurate. That is, sometimes these “junk email” rules filter out important email as well.

Surprisingly, these rules are not very forgiving at times. If I were to write such rules I would do so under the assumption that it is better to let some spam slip through than to erroneously filter out something important. But, we’re not so lucky. Many of the junk filtering rules are 

valid, but others are not. 

You should comb through any of the automated follow up emails or newsletters you send out and remove anything that might trigger a spam filter. Since some of these rules are quite arcane, it is probably best to send the email to yourself and receive it with a client that has junk-filtering rules turned on. I’ve found that the Outlook junk filtering rules are the harshest, so you might try that. If the email is not filtered, you’re probably OK. If it is, play with it until the email is accepted.

Here are some things to look for that you may not expect. The following will trigger junk email filters in Outlook and keep your email from being read:

“FREE”

When in ALL CAPS anywhere in your email. You shouldn’t use ALL CAPS for anything anyway, though, if you can avoid it.

“sales@anydomain”

If this is in the from address. Believe it or not!

“extra income”

When found anywhere in the message.

“for free?” or “for free!”
When found anywhere in the message. This one is really silly. I can think of quite a few uses for this phrase outside of junk email…

Of course, there are quite a few other rules that will trigger junk email filters, but these are ones that could easily trip you up. 

Just remember to test the mail yourself to make sure. Doing this will significantly increase the number of people that actually read the mail you send them.

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