Tạp trí Internet Marketing Số 12 - JUN 2012

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JAMES
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SYSTEMIZATION FOR MILLIONS

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INTERNET UPDATE

THE STATE OF THE INTERNET
Google Killing Off Google Website Opti- All in all this change to the new ‘Content Experiments’ may be a good move for the beginner to
mizer
Google Website Optimizer is a free tool used by
many marketers to increase the conversions on
their website. Google is in the process of shutting
it down and merging it into Google Analytics and is
calling it ‘Content Experiments’

intermediate marketers who don’t currently do any
testing or only use A/B testing. Serious marketers
who do a lot of multi-variate testing may be looking
for a new testing tool.

Bing to Launch New Social Search
Microsoft introduced a new version of the search
engine with a three-column design combining traditional Web search and social. The product is rolling out in the U.S as of early June with other countries to follow.

Introducing Content Experiments

A sidebar titled “Friends Who Might Know” connects searchers to friends on social sites who may
have insight into specific search queries. If a friend
“liked” an Italian restaurant and posted photos
from a recent trip to New York, they can be served
up in related searches that you do for similar information.

Website Optimizer will be going away on August 1.
The verdict is still out on whether or not the migration into one tool will be an improvement. “Content Experiments is a somewhat different approach
from either standard A/B or multivariate testing,”
Google says in a help center article. “Content Experiments is more A/B/N. You’re not testing just
two versions of a page as in A/B testing, and you’re
not testing various combinations of components on
a single page as in multivariate testing. Instead,
you are testing up to five full versions of a single
page, each delivered to visitors from a separate
URL.”
In a really weird move from Google - Google will
not offer a migration option for Google Website Optimizer users, so if you have tests running you can
run them up to August and then you will have to recreate the tests on the new Content Experiments.

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internet marketing magazine
june 2012

Bing Social Search

Derrick Connell, corporate VP of search program
management, said the right rail paid-search ads will
remain in place and should perform slightly better.
In the future, Microsoft will “start to experiment
with new ad formats and models.”

Facebook Helping Out in the Anti-Virus top free iPhone app on the App Store in the last
month — with much of that growth emanating from
Business…
its new Facebook Timeline app.

If you’ve been infected by a dirty little virus called
DNSChanger, you won’t be able to access the Internet after July 9th. Even though the people behind
the virus have been arrested, there might be millions of computers still infected.

Viddy, which celebrated its first birthday on April
11th, enables users to shoot, customize, and share
15-second video clips directly from their mobile
devices. Its video creation platform allows users to
choose from custom video overlays and audio effects from their favorite musicians, movies, and
celebrities, and share their short video clips across
across social platforms like Facebook, Twitter, and
YouTube.

DNSChanger was operated as a botnet, which infected computers, switched up search results, altered ads and redirected those affected to malicious sites. This is achieved by manipulating your
DNS settings and swapping them over to a service
Today, Viddy’s community is 8 million-strong, acoperated by those who were arrested.
cording to Viddy Co-Founder and CEO Brett OBrien,
Facebook is now able to notify users likely infected and the app has seen a significant bump in growth
with DNSChanger malware and direct them to in- since launching its Facebook Timeline app in Februstructions on how to clean their computer or net- ary.
works.

If you’ve unknowingly been infected with DN- SEO and Pausing PPC Ads Traffic
SChanger, here’s a popup that you’ll see when you
What happens if you turn off your Google Adwords
log into Facebook:
Ad? Will this traffic be replaced by your organic
SEO listings if you are ranking well?
A recent meta-study of 400+ Search Ads Pause studies, shows what happens when advertisers pause
their search ad campaigns. This video explains the
methodology and walks through results that show
paid search traffic is incremental to organic search
traffic.

Facebook Anti Virus Message

The Instagram of Video?
With the skyrocketing popularity and billion-dollar
sale of Instagram, there’s an ongoing race to apply
Instagram’s wildly successful photo sharing model
to mobile video. There are a number of startups vying to claim the ‘Instagram for Video’ title, with Socialcam, Viddy, Klip, Mobli, and even the infamous
Color all in the running. Viddy may now be the one
to beat, as the social video sharing app became the

Search Ads Pause

june 2012

3

From the Desk of the Editor

We’re trying to build the number of reviews we
Last month was a great month for Internet Mar- have on the Apple platforms so as to keep domiketing Magazine with the Internet Retail expertise nant rankings in the search. If you are getting good
of Paul Greenberg a real highlight. Our strategic value from Internet Marketing Magazine I’d really
partners at Kampyle provided us a copy of their appreciate it if you could spare 1 minute of your
online feedback tool for our InternetMarketingMag. time and click this link to give us a quick honest
net site and we received feedback about the Paul review (click ‘view in iTunes’ then scroll down and
Greenberg interview via that new communication click ‘write a review’, thanks :).
channel in the last month also.
Until next time… Wishing you the best of success
This month you will now find the new full ‘System- online
izing Your Way to Millions’ James Schramko Interview audio in the ‘Audio Expert Interview’ section
of the member’s area. James is an incredible entrepreneur who has taken his learnings from traditional offline business and applied it to the online
arena with great success. It’s free, so if you haven’t Greg Cassar
been sent your link to the member’s area please Internet Marketing Strategist
feel free to register for it today at http://internet- & Editor – Internet Marketing Magazine
marketingmag.net/become-member/

GregCassar

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june 2012

>

EXPERT INTERVIEW

SYSTEMIZATION FOR MILLIONS
An Interview by Internet Marketing Strategist Greg Cassar

James Schramko is an Australian Internet Marketing success story. After learning traditional
small, medium and large business, James started marking online in 2005 and has gone on to
generate several million dollars worth of profit. James has mastered many aspects of Internet
business including affiliate marketing, SEO, local business marketing, traffic techniques and
information product marketing - just to name a few. In 2011 James did over one million dollars
in profit online.
Greg: James, prior to getting into Internet marketing, you were very successful in what we
would consider the more traditional business
arena, and in particular with the management
of Mercedes Benz dealerships. What would you
say are key business or sales learnings that
you’ve been able to take from those traditional
business environments and apply to the online
business environment?

gurus at the time, then trying to find blogs and
understand business models, and I think we all get
sucked in a little bit by the promise of easy riches
- it was so appealing and so exciting and thrilling
to think that I’d be able to tap into that.

James: I think the real fundamental things about
business transferred across for me - which was
management, leadership, selling, marketing, having an awareness of brand values and a really good
fundamental understanding of the different channels between wholesale and retail - and being
able to understand the numbers of costs, profits
and projections. These things have been vital in
growing my own business online. I was able to reJames Schramko Dealership Days
produce a lot of the same things that I had in a
real business, but just use a different channel - But it was devastatingly difficult in the beginning.
and obviously different products and services. But And progressively over the years I started rolling
a lot of the things are exactly the same.
back in things that I knew from business until I’ve
ended up where I am today - and we’re roughly
Greg: When you approached Internet market- seven years down the track. Now my business is
ing did you approach it with a proper business very similar to the last job that I had, with a few
owner mindset right from the word go or more notable exceptions, and one main one being that
of a hobby mindset as many people do?
it’s my business, and rather than be the employee
in the business, I am the owner and I am creating
James: I think I did fall into the trap of approach- an asset.
ing it from the hobbyist mindset in the beginning,
because I was by day running this large dealer- Greg: It’s interesting you talking about the early
ship in an office with lots of staff, and by night I days online. You have obviously had a lot of sucwas there in my tracksuit pants at my computer, cess online now. Can you remember when you
by myself with no staff, no leverage whatsoever, got the bug and knew that this was what you
trying to learn from MP3 recordings of American wanted to do?
june 2012

5

James : I definitely got the bug before I was successful at it, otherwise I don’t think I would have reached
success. I really had to believe that it was possible
and I worked just on the pure logic of “If other people are able to do this, surely it’s something that can
be learned, or understood”.

industries that adapted the Internet marketing as a
way of doing business, and I just got that inkling –
“well this is so open, it’s wide open and it’s only
early days”.
I didn’t know what I would sell or what I would market. I just knew the channel was the Internet and
I knew that I had sales and marketing ability, but I
really didn’t know what. So I started blogging with
a blogger blog. I started doing a few other bits and
pieces. But it was when I struggled to build a website
that I really had a breakthrough, because after trying to do it so many different ways I ended up buying
some software that help me create the website, and
that finally got me online.

It took way longer than I thought. Some of the key
things were seeing John Reese’s million dollar day,
which I think was around about 2005. That was like
three times my annual salary and the guy did it in
16 hours. I thought that was inspirational. I didn’t
realise the truth until later that you had to pay half
of that to affiliates and then a third of them will refund, then you get left with a fraction of it and you
had to work your butt off for years prior to it, and
then many months after it. So, they don’t tell you So the first thing I did was create a website that was
that stuff when they’re telling you the big stats - but a case study for the website software, so that I could
the idea of it caught my imagination.
understand all the features - and it’s like a test site.
And then I made another site that talked about my
journey through struggling to be able to build a website, to actually being able to build one, and I put an
affiliate link for the software. So my first real success
was convincing someone else who was struggling,
just like I was, that this software would help them
build a website, and they’d purchase it through my
link and I made a sale.
I really made the tough sales in the beginning and
then it escalated from like three to five to ten to 15,
to 20, to 50, to 100 sales a month. I actually rode
that out for years.
The experience that I had when I went online looking for a Jay Abraham book caught my imagination.
I found the free report. They gave me these really
valuable PDF reports for free and all they asked me
for was my email address and my name. But then I got
turned into a sales person for that product, through
the process; they indoctrinated me into becoming an
affiliate. That’s when I started trying to put up a little web page on my new hosting. I was able to put my
affiliate link on there. Of course I made no sales and
I had no one come to the site and it looked terrible,
but just that concept of wow, I probably should learn
how to build a website because this could be big.
My family were in the travel industry at the time and
I could see that they were losing sales to people buying tickets online, and travel was one of the earliest

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june 2012

Greg: One thing I really like about you is that you
are an amazing systems guy, and I know you’ve
created massive leverage with your businesses by
building a big, and now very systemised in-house
team. What do you think you were doing different
in that space, compared to others who have not
really achieved that level of systemisation, or automation in their business?
James : One thing we really try and do is have the
least amount of systems and the simplest possible
system. So that sounds counter-intuitive, but less really is more. And I take inspiration from the Russian
satellite Sputnik, which beat the Americans in the
space race. It was very, very simple but it worked.
And that’s what our systems have to be. We want the
least amount of moving parts so that it’s reliable and
that it can be. We want the least amount of moving

parts so that it’s reliable and that
it can be easily taught to new
people. So the core foundation
for our business is that we have
standard operating procedures for
every role. That way we can interchange people from one role
to another and when we hire and
scale we can bring someone in and
they can quickly learn the system
because it’s documented.

probably better than most is we
are pretty good with our projections. We work out how many jobs
we’re doing, how long they take
to do, how long the average person can actually work then we can
therefore magically arrive at the
number of people we need in that
department. And then we can
factor in growth - if we’re going
to increase our sales 20 percent,
how many more jobs is that? How
many more hours is that? How

people wouldn’t know what you
mean by it. Could you please explain what you mean by wealthification?

James: I sort of coined this phrase
‘wealthification’ as the process of
creating wealth through having a
business. So you get your business
working and performing for you
and you’re building up cash flow
and assets. Most assets are easy
So documenting the steps for evto recognise, like the sale value of
erything that
the domain, or the
we do is probbusiness, but also
ably one of
the other assets
the best things
like authority and
that
we’ve
list equity. And
done,
that
they sound kind of
most people
funky but that is
don’t do. And
the intangible asif you go and
sets that actually
speak to alhelp you with conmost any busiversions and marness
owner
ket
reputation,
they
would
and the ability to
tell
you,
get better joint
“Yeah, I know,
venture partners
I should write
and the ability to
that down”,
hire and attract
or “I should
amazing
people
create a sysinto your business.
tem for it, I
So,
wealthificajust haven’t
tion is really just
had
time
setting up the sysyet.” But really, that’s the thing many more people do we need in tems and the structure and having
that frees you up. Having system that area of the business, and we the right strategy and the right
and structure actually gets much can actually start hiring before people in place to have your busimore performance from you than we need the person, so that we’re ness working well, as much as it
not having it. And I think of it like not stretched or right on the lim- can without you.
train tracks for a locomotive. If it, which again is a pretty comyou can have some reliable train mon failure point for businesses One of my goals is to make myself
tracks laid down you can put that in that they just get out of control redundant in the business as much
powerful engine on it and it can so quickly.
as possible so that it’s still working
go back and forth reliably forever.
even if I’m not. It should be able
If you don’t have train tracks and Greg: There is a key business to operate without me for periods
it’s just left to go in the desert, concepts I learned from you of a time, and then my involvewho knows where it’s going to end called “Wealthification”. Some ment is really sort of optional, or
up.
people who are around your to take it to the next stage, or to
community definitely would enhance it in some way. And that’s
And the other thing that we do have heard of that, but a lot of basically what I did. I started dointernet marketing magazine
june 2012

7

cumenting all of the things that most business owners tend to overlook, or don’t ever get around to.

James: ‘Chocolate wheel’ is like those big game
show wheels that they spin, and you end up winning a prize. I like to think of my business like a big
circle like that, like a wheel, and I put my customer
in the middle of that circle.

Greg: I know you’ve travelled a lot all over the
globe with either attending, or speaking at events
and holidays etc, is that how you’ve been able to
do it by these systems and procedures to make I first connected with this idea way back when I was
the system to be able to run without you there with Mercedes Benz, I did some management trainfor sometimes weeks on end?
ing and one of the assignments was, to do a project
that would help the dealership. And the concept
James: Exactly, because my business is virtual - that I came up with was called “One Customer”.
Pretty much all of my business exists in the cloud. What I had realised was that, our dealership had
People are working from home. All of our assets are all these little systems and departments; there was
online; stored in electrons. You can’t see or touch the service department, the sales department, the
our services, we just do stuff and then there’s an parts department, the finance department, the adend result, like a website, or a search engine opti- min department, and they all had their own little
misation - you know someone’s site will rank better profit silos and they’re all guarding each other’s custhan it used to rank. So you can see the end re- tomer - but then I said, “But guys, you’ve got the
sult but it’s all-virtual - there’s no factory as such, same customer. You actually have one customer.”
there’s no physical box of bits. We don’t have any
physical goods anymore in our business.
And that’s the same with my business. I have one
customer in the middle of the business and they
So that’s what really stretches your brain I think, deal with the different parts of my business - hence
to work out how to best organise it. So you start the wheel, but they can move around my chocolate
thinking about, how do we manage our emails bet- wheel and never have to leave my business. They
ter? How do we manage our digital assets better? can buy a website, then they can buy a search enWhere do we put them? How do we move them from gine optimisation to improve the positioning, or the
one person to another? What sort of process should promotion of that website, then they might buy inwe work on with? Where do we centralise our data- formation products that enhance their understandbase? How do we centralise our affiliate army? How ing of how to leverage their business and then they
do we set up our cart so that we can take payments, might buy some coaching to have me help them to
send payments? And basically organising all of these build their business faster. So they didn’t actually
things into a structure that can continue to work have to leave my business.
when you’re not there.
That’s when you start to get into your sequential
auto responder messages. You have triggers for
things that happen in your support desk. If you
don’t hear from a customer for seven days it should
send you a note saying - should send the customer a
note saying, “Hey Greg. Are you still there? We’re
just checking up on you”. So you can automate a
lot of these things and systemise them so that once
you put people into the system and they’re trained
well then they sort of pick it up and start running it.
Greg: I know you’ve got a very customer-centric
model and you’ve coined this term, called “The
Chocolate Wheel”. Can you please identify some
of the key components of this modular type chocolate wheel approach?

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june 2012

James Schramko’s many products and services

So there are these different elements and services
and products that I provide but I have the same customer. And I can have a useful conversation with
that customer and very, very low pressure recom-

mendations between the different areas. But each
one of those slices of the wheel could be sold off as
an individual asset and they stand alone. So you’ve
still got that Parthenon theory that Jay Abraham
talks about where the business stands alone, like
legs on a table. I’ve got five or six legs on my table
that prop up my business, so it’s still very profitable. It’s very protected against losing the whole
part of the business.

So, the real key to the chocolate wheel is the
lifetime customer model. So if you can surround
yourself with products and services that can be repeatedly consumed then that really enhances the
business.

Greg: You’ve got a lot of different strings to your
bow when it comes to traffic generation. Do you
have some preferred traffic methods that you always start with when you’re doing a new busiLet’s say, Google falls out of favour; makes radi- ness or niche and then expand into less effective
cal changes and suddenly Bing is more popular, or things over time?
Facebook is the only platform that people want to
promote on. I might lose my SEO leg of the table, James: I do. And I mean I learnt so much about
but I’ve still got websites, I’ve still got software, traffic because when I was being a super affiliate,
I’ve still got information products, I’ve still got which was about half my business four years ago,
affiliate marketing. So you can still have a strong I found offers that would convert so my immedibusiness with stand alone pieces, but when they ate requirement was to go and find as many places
slide together, that’s when it becomes powerful, that I could put this offer - and that’s why I tried all
because the same customer can buy five, or six dif- these different traffic sources.
ferent things from you and you get five or six times
the profit. And that’s where you go from hundreds A lot of people only have one traffic trick, and I
of thousand, to millions, just by looking after that think that’s a mistake as one is a dangerous number.
lifetime customer.
So I tried all the different traffic things and I found
some that I like. Number one is my own customSo that’s one of the main things that I learned from er list, and having just talked about the chocolate
Mercedes Benz, is that my Mercedes Benz customer wheel that should be no surprise. I’ve built up cuswill continue to buy Mercedes Benz until I give them tomer list equity. They trust me. They will look to
reason not to. And they’re loyal, brand loyal cus- my recommendations and that’s why - if someone
tomers who want to continue to enjoy that product only had one product or service they could immediof service. Where so many car sales people have ately make it a chocolate wheel by adding affiliated
that, ‘stick it to the customer approach’. They get recommendations. As the second product or service
the customer once and they never see them again. that they want to do - just find things that your cusBut in my case I like the same customer over and tomer consumes and recommend them.
over again, because the lifetime value of that customer is worth a fortune compared to trying to mar- But in the traffic side of things, my standard operatket and one-time customers over and over again.
ing procedure is, make really good content, especially now. That is more important than ever before.
So I am doing videos every day. I put out a video,

We then convert that into audio and put it on to
our iTunes channel so we’ve piggy-backed our main
The same customer can buy
business website as a podcast. But I’m now putting
five, or six different things
it on my website, which will get some Google love.
from you and you get five or
I’m putting it on YouTube so it’s getting that video
traffic pickup. As a result of putting it on iTunes, I
six times the profit. And that’s
can go out to people’s portable devices. So that’s
where you go from hundreds
the first stage.

“

“

of thousands, to millions, just
by looking after that lifetime
customer.

The next phase is we’ll then announce it on Facebook, because with Facebook I’m reaching over one
million people through my friends and fan pages,
june 2012

9

through Organic, and then we
may actually follow that up with
a paid campaign if it’s a feature
piece. Now I’m not going to do
the paid advertising every day
but I might pick the best one for
the week, or the best one for the
month and really hit that hard,
because there is a name-catcher device on my website, which
leads to my list, which of course
is my number one.
I broadcast my list and tell them
about the new content, and
that’s by channel, so if they’re interested in website stuff they get
the website news update. If they
want all the updates they’ll probably get one every day. We also do
a press release every single day
on our blog content. And that will
pick up relevant traffic. It also
helps search engine results and it
gets us the occasional interview,
or media exposure, which then
gets me in front of new people.
The next step is I would announce
it to my community. So I will embed the content into my forums.
I’ve got three separate forums, so
I put it into the most relevant one
for whatever the item is.
Greg: The other thing I really like
about it is, you’re becoming the
media and not always dependent
on going out and buying the media. All traffic has a cost, whether it’s either time or money, but
definitely the content syndication
model works great.
I know you work with business
owners and entrepreneurs of
all different skill levels from experienced or high-end Internet
business people through to what
we call ‘Internet newcomers’.
You must see some exceed and
also some that don’t. Have you

10

june 2012

given any thoughts to - what are
the traits or habits that are in
common for those who succeed
online versus those who don’t?
James: I’d say my most successful
students are implementers. They
will rapidly implement. They literally say “This is my challenge”
and I will help them discover the
answer. And by that I don’t mean
that I’ll always just tell them the
answer. I might tell them what
the questions are that they need
to answer so at to really refine
their thoughts. Then they implement and that’s where they get
traction.

of what needs to be done and
they’re not open to getting learning outcomes and adjusting. So
you have to be able to pivot quickly. There’s a lot of great information in a book called, ‘The Lean
Startup’. It will help the average
business owner understand about
this. But if people pursue the
wrong niche and they’re too slow
to recognise that and they don’t
change then they go extinct. So
the most dangerous things that I
hear from people are, “I’ve got
this great idea.” Or, “This is what
I want to do because I think it’s a
good idea.” Great, but are people actually buying it? Is there a
hungry crowd. If you’ve got the
hungry crowd you really can’t go
wrong.

That implementation will cause a
result. The result might be positive or negative but they get a result and then they can adjust and
then make another implementation. So we’re talking about
these ‘build, measure, learn’
loops - they’re implementing
and they’re getting learning outcomes and that guides their next
decision. So the people who have
faster implementation cycles, are
getting faster results. The people
who have less discipline, or the Greg: I was particularly imless capacity to implement, do pressed last week when you
nothing, and get nothing.
talked me through your ‘Fast
Web Formula’ environment.
Greg: What about on the niche For those who haven’t experiside? I see definitely with In- enced Fast Web Formula, would
ternet marketing - nailing the you mind explaining a little bit
niche is so important because about what it is and also how
they can be doing everything people can find it - and, as well,
right, but if its not that sort of you online?
starving hungry crowd who really actively want what it is that James: When I was going really
you’re selling then you can do well with my affiliate marketing
everything right, but if you’re selling software and then started
missing that one piece then it selling local business services,
can all come to nought.
I really did have a fast runner.
I quickly went from a hundred
James: Yes that’s because some thousand dollars a year, to a milpeople are too rigid on their idea lion dollars a year. And people

James Schramko’s Fast Web Formula

just kept asking me about it. “How? How did you do
this? What’s the secret?” So I started holding events
to teach people and that opened up my information
marketing division.
I ended up running about seven events of a reasonable size and I recorded most of them. And what
I did is actually put all of the recordings of that
into an online community, so that I had one central
place now. You can just watch the recordings. But
you don’t have to watch them all. You just have to
watch the ones that are going to get you the result
you need to get today, or this week.

ronment with a click of a button. In an hour from
now you can have world-class copywriting ideas
running around in your mind. If you want to back
that up with another world-class copywriter then
you’ll watch the Alexi Neocleous one. And so then
two hours later you’ve got a really rich copywriting
journey that you’ve got in this one place and the
best thing about it is if you want to ask some more
questions you just go below the video and you have
this forum discussion – “in the video Alexi mentioned this - what do you do on your site?”. I go in
and answer these questions every day.

So, already within the first month there’s been four
If you want to boost the copywriting on your site and a half thousand posts in this community and
you go and watch John Carlton speaking about there’s almost 300 members. And the interesting
copywriting; one of the world’s best copywriters, thing is that more than half the members are interhe’s speaking about it for an hour straight on my mediate or advanced. So, the good news for a new
stage. You can just transport yourself to that envi- person is, if they want to get good you go and train
june 2012

11

with the guys that are really good. If you wanted to
be a body builder you’d go down to Golds Gym in
LA, or wherever it is, and find all the hulks and say
well what do you - what protein do you eat, what
weights do you lift. They’ll get you bigger than if
you’re going to try and learn at the free gym in the
YMCA; some country town. So that’s what I did. I
put everything in one place and I made it like this
melting pot of brains and information. It’s a really
good community of people who are kicking butt.
By getting access to the right stuff you can very
quickly get pointed in the right direction.

questions. So, so far it’s been richly rewarding, and
probably posted nearly 20 thousand posts in other
forums up until now, so I’ve got a lot of experience
about managing and working with communities. I do
think there is a payoff for spending so much time
with my best customers, I keep my customers, and
I’m able to help them and see dramatic change for
their business. That’s very exciting to me.

Greg: I encourage all Internet Marketing Magazine
readers to visit FastWebFormula.com and experience the amazing environment that James has created there. A big thanks goes out to James SchAnd we also add to that with live training each ramko and the amazing overview he’s provided in
month. We do a live webinar where we go through systemisation for serious profit.
a topic and then we can do Q&A and just answer

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ONLINE ADVERTISING

ALWAYS TEST YOUR
ONLINE ADVERTISING
By Armand Morin
I believe there is a grand change going on in online
advertising.

how to run my business which is what Google has
been doing.

Whether you know it or not, whether you want to
admit it or not, or whether you want to hide behind
a rock and forget about it, it’s changed dramatically.

With Bing and Yahoo, there’s still opportunity there,
but the problem is getting enough clicks. It’s more
difficult to get clicks on Bing and Yahoo than it has
been on Google.

We do things now that we’ve never done before.
We are very critical of our email and its delivery
and the reason is because email is getting blocked
faster than it ever has been in history.

In our company, we are always testing and tweaking ways to break through advertising barriers in
order to get more traffic for whatever it is we may
be doing, but it’s a lot of work so what you want to
focus on is outside advertising sources.

We’re still doing fine with ours, we have a great delivery rate thanks to several services like EmailDelivered.com, which is owned by Heather Seitz.
They help us get our emails through and keep us
white listed. But direct email is only one marketing
source.
Another is advertising.
Typically people only use the big three — Google,
Yahoo or Bing. That’s just not going to cut it anymore. The reasons vary…

What I mean by outside advertising sources is ad
networks and there are a ton of them out there.
I keep what I call my secret bookmark list, which is
simply a list of bookmarks that I add to every day. I
find new places to advertise as I surf the Internet.
If I see someone serving an ad and I want to find out
where the ad is coming from and see if I can advertise there, I bookmark that and test it repeatedly.

Google itself is dangerous for anybody right now.
Someone asked me not too long ago, what’s the
best way to advertise on Google and I said don’t
do it. They asked me why and I told them, because
they’re too volatile. I don’t want to put a lot of
time and effort into something just to know that
I’m ultimately going to get banned.
Sure, I could tell you the ways to get yourself approved and stay clean on Google, but it’s a lot of
work and there’s always that risk.
I hate the idea of having to look over my shoulder
to see whether I’m doing it right or not. You’re an
advertiser, and I want to buy space with you, take
my money and let me advertise but don’t tell me

14

june 2012

The Current Advertising Ecosystem - Image credits Luma Partners

Driving traffic is actually easier
on these ad networks because
you simply buy space, pay the
money and they send you traffic.

tising and marketing goes, so you
just don’t know where to go for
advertising, so your choices are
limited.

Do this right now... go to Google
and type in the words ‘ad network’. You’ll find a day’s worth
of work that you could do finding
various places in which to advertise.

Whereas, I know where not to go
which rules out a lot of places.
I know where I should be looking and that opens up a world of
choices to me.

Targeted Traffic

I look everywhere I go, whether
it’s new sites, a social network
of some sort or whatever. If I see
they’re using a different form of
advertising, then I’ll backtrack to
find out where the ads are coming from, pull up the site to see
what it looks like and whether
it’s possible for me to advertise
there, as well.
This gives me a huge range of advertising sources, which in turn
means choices. When you have a
plethora of places where you can
advertise, it gives you the advantage of having multiple sources
of traffic, and that’s a huge advantage.
One of the biggest differences
between a person beginning in
the world of Internet marketing
and one that’s been around for
a while is that, as veterans we
know how to limit and direct our
choices in a very positive way.
You may be new as far as adver-

• I want to see where they are
located geographically.
• I want to know everything,
and I don’t want to risk a lot of
money in the process.

So when you’re trying out new
advertising sources, don’t blow
everything you’ve got in the first
couple of days testing out 20-30
different elements. You want to
The more choices you have when limit the amount of money you
it comes to advertising, the bet- spend and therefore, you limit
ter position you’re actually in, so your liability.
start looking at alternative sources of advertising.
You may have money to spend,
but that doesn’t mean you have
Know that I’ll try anything once, to spend it all testing. Test safely
especially if it doesn’t cost me a and then spend more money on
lot of money.
the sources that deliver the best
results.
I placed an ad on an ad network
that started recently. I was mess- A lot of people have what I call
ing around with it just to see what the Ricky Bobby syndrome, which
would happen. I threw a product means they want to go fast.
up there, set up the campaign Sometimes fast isn’t good beand monitored it.
cause that allows you to make
mistakes that you wouldn’t have
I’m not talking about huge results made if you had gone slower and
because I always limit my cam- taken your time.
paigns, meaning I’ll put a $5 or
$10 limit per day when I start out. Limit your budget and find a
I don’t spend hundreds of dollars source that’s working, then into test an ad source. I’ll usually crease your budget a little at a
test a system with whatever their time. As your results increase, inminimum requirement is.
crease your budget and advertise
your business so that you maxiWhen I test, I am looking at some mize your return on investment.
very specific things.
Armand Morin
• I want to see the quality of is a self-made multitraffic.
millionaire author and
• I want to see if I can generate best-selling recording
artist. He is one of
a sale.
• I want to see if I can generate the most well known
Internet
Marketers
an opt-in.
in the world today.
• I want to see what kinds of Having started online in 1996, his personal
people are coming.
businesses alone have generated over $80
• I want to see where they are million in revenue. Armand is known for
revealing his latest epiphanies, his wildly
coming from.
successful no-nonsense strategies, and his
• I want to see what the demo- proven marketing models. http://www.
graphics of those people are.
armandmorin.com/
june 2012

15

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COPYWRITING

“THE AVENGERS”
IN YOUR BUSINESS?
By Bret Thomson
“SMASH”. No time to procrastinate. Doesn’t second-guess.
Zero hesitation. There’s only
one speed, one focus, one objective: To Smash, conquer and
demolish his task. (Don’t get
distracted, take focused action)
4. Hawkeye: As Eben Pagan
says, “Get Altitude”. Scale to
the highest roof and look down
at the whole picture. Keep an
eye on what’s working, what’s
not and spot the targets that’ll
get the best results. (Take time
to look at your whole business)

Image Copyright of Marvel Inc.

It’s the big rave right now...
The Blockbuster flick, “The Avengers”. Pulse-pumping adrenaline
fix for the year...
Six superheroes: Captain America, Thor, Ironman, Hulk, Black
Widow, and Hawkeye.
Each with individual ‘gifts’ that,
once united, can obliterate any
enemy... (Except Chuck Norris, of
course).
So here’s my take on how to posses each of their unique skills...
to decimate your competition and
be the hero in your niche...

1. Captain America: Tactical
thinker. Under extreme pressure he’ll whip out a strategic
action plan with unquestionable
confidence. He’ll delegate with
such clarity and vision that others are compelled to follow his
lead. (Lead with vision and confidence)
2. Thor: God of Thunder. He
knows what his main strength
is. His lightening Hammer. He
doesn’t waste time picking up
swords or guns. He knows what
works and he’ll wield the hammer to annihilate his competition. (Know your strengths)
3.

The

Hulk.

One

5. Black Widow: Stay in the
fight. Be grounded, stay where
the action happens and sharpen
your skills with street-smart,
practical experience, not just
theory or observation. (If you’re
going to preach being an expert,
get in the trenches and earn
your respect)
6. Iron Man. Exude confidence almost to the point of arrogance. Display your skills with
dynamic impressive demonstration. And have the intelligence
to know your enemy. (Your clients won’t believe you’re the
best until you believe in yourself
and show them)

Let’s face it... we all need a bit of
the avengers within us to triumph
in our daily battle of entrepreword, neurship, right?

june 2012

17

But here’s a reality check... As any truth telling entrepreneur would admit... it’s not easy wearing all
those hats in your business.

You can become a “Marketing Avenger” (That’s the
name I gave my copywriting team as of 6 seconds
ago).

True or true?

You just need the wisdom of knowing when to call in
these superhero attributes...

I have days when I smash out work in true HULK fashion. And other days where Dr. Banner won’t unleash
the HULK... no matter how many times I prod him.
Maybe that’s just me? Anyway...
Look, in a perfect world, sure, we ‘should’ encompass all these skills. And maybe you can.
Just maybe... you can tap into ALL of these superhero attributes in any one time. If so, then hats off
to you my friend... Maybe you should be the 7th
Avenger?
For me (and I’m guessing most of us) it’s a matter of
timing. It’s knowing when to pull these skills in.
I know instead of wielding my hammer (like I do), I
need more “Hawkeye time” and “Captain America
style” planning sessions...
What about you? Moving on. Let me land this plane
with some good news.

18

june 2012

Your mission:
To avenge yourself from the clutches of marketing
despair... eradicate your competition... and gain
global domination in your niche!
Think big. Be different.

Bret Thomson
is one of Australia’s highest paid indemand copywriter/marketing & conversion
strategists, best selling author, speaker,
coach and mentor to thousands. Bret has
been the secret weapon behind some of
the largest (and most profitable) direct
response marketing campaigns in Australia.
His wickedly effective ability to nail the BIG
IDEA is admired and respected by even the
most seasoned marketing experts. You can
get instant access to free video training form Bret by going
to his blog www.bretthomson.com

>

EMAIL MARKETING

10 BEST EMAIL MARKETING
TOOLS FOR SMALL BUSINESS
By Carl Taylor
Email Marketing must be the most
misrepresented and misunderstood online marketing tool today. And yet, it is becoming more
popular especially to ambitious
small business owners and entrepreneurs.
If used wisely, email marketing
can be a very powerful tool that
will increase not only sales but
customer retention through the
strengthening of your relationship
with your prospects and customers.
So often my clients say to me,
I understand I should be using
email marketing in my business,
but where do I find the best Email
Marketing tools available and how
do I know they are the best.
It’s obvious that email marketing
is a fast way to reach your target
market and distribute information
and marketing materials. Plus it is
so easy and convenient since the
good ones will automate much of
the process for you.
Results are fast and astounding if
you use the best Email Marketing
tools.

marketing tools that you can
choose from ranked from 1 to 10.
I’ve ranked them based on my experience and from what feedback
I’ve received from my clients and
entrepreneur networks.

What I like most about Send Pepper however is that once you outgrow all the Send Pepper packages – and if you are serious about
Email Marketing you will – is that
it’s really the baby sister of Office
Autopilot, an Email Marketing and
While I highly recommend and use Automation CRM that is designed
personally Office Autopilot, I’ve for entrepreneurs and informaranked it 3rd due to it being not tion marketers and all you need
an entry level product so there- to do to upgrade to Office Autofore it’s baby sister Send Pepper pilot is click a button and all your
gets the #1 spot.
data comes with you – no painful
migrations, or paying people to
move your data.
1. Send Pepper – Affordable,
Scalable Email Marketing and So if you are looking to just get
Basic CRM
started and then get more advanced later on – This is where
I’d start.

This is perfect for small businesses, start-up companies and smalltime entrepreneurs who do not
have a huge budget for marketing
but you’re looking for a high-quality marketing tool.

They have 3 affordable packages
to choose from – starting from
$29.95 per month, then you can
upgrade as your needs change and
Today, Email Marketing software as you begin seeing success from
are a dime a dozen. You have to your email marketing campaigns
be careful in choosing the right up through two additional packprogram for your business.
ages which gives you extra features like shopping cart plugins
Here is a list of the best email and more contacts.

2. Aweber – The Most Used Email
Marketing Software in The World

This is probably the most affordable and easy to use Email Marketing program for small business
and entrepreneurs. For only $1
for the first month and $19.00 per
month for the following months
with a money-back guarantee,
you get a great deal and great results.

june 2012

19

The reason Aweber is the most
popular system in the world today is due to it’s 99% deliverability rate, proven and tested. This
means 99% of emails get through
spam filters and are delivered to
inboxes.
The thing that you might not like
with the Aweber’s service is one
of the reasons its so popular – its
99% delivery rate. To achieve
this 99% delivery rate Aweber
is extremely strict with its opt
in process, not allowing you to
Import your past or current customers that you have in another
system without sending them
all an email saying “You’ve just
been added to a list, Click here
to confirm” this can means you
lose up to 50% of your database
when you move to them.
As the most popular system, you
should check it out. I’ve used
it but definitely preferred Send
Pepper due to Importing and
scalability.

Now it’s not necessarily cheap,
which is why I recommend starting with Send Pepper and upgrading as you need the features.
Their starting package “Pro” is
$297 per month and their Team
package which allows you a team
of 5 users is $597 per month.

Packages do start from $199 a
month going all the way up to
$999 per month. But there is a
required setup fee of roughly
$2,000+

There are also some challenges
if you aren’t based on the East
coast of the United States, the
This is the tool I myself and many time and date for all schedulof my marketing and high level ing and all aspects in infusionentrepreneur friends use, due to soft will not be in your time and
its flexibility through the use of you’ll have to manually convert
“active response rules” – which the time yourself. It was for this
trigger based on certain actions reason mainly that I chose not to
your database contacts take.
go with Infusionsoft myself, plus
also a lot of features that Office
If you are serious about your Autopilot now has built in are admarketing and how you will au- ditional monthly fees for in Infutomate your sales and prospect sionsoft.
pipeline. Office Autopilot is a
great choice to make.
If you have a team of 5+ and
want a strong automation tool,
check out Infusionsoft.
4. InfusionSoft – Sales Automation and CRM for Small to Medium Sized Business
5. MailChimp – Free Email Marketing Tool – Great for Startups

In the Australian startup community MailChimp is by far the
3. Office Autopilot – Your Marmost popular and I’m pretty sure
keting on Autopilot (I personit’s because it offers some great
ally use this for my email mar- Infusionsoft is very similar to features, a really funky user inketing)
Office Autopilot feature for fea- terface and branding, and to get
ture, but while Office Autopilot started its 100% free.
focuses more on the small business solopreneurs and businesses
with a team of less than three
staff, Infusionsoft’s CRM abilities
makes it better suited to compaThis is a very useful tool that I nies with sales staff and larger
highly recommend for most small teams.
Mailchimp is a great email marbusinesses and for the serious
keting tool for business who send
entrepreneurs. It is very effec- Boasting automation functions of out monthly marketing materials
tive software that will help you email, payment processing, af- to regular and potential custommarket, promote, up sell, moni- filiate program and all the good- ers and they don’t really want
tor and follow up marketing and ies you want for an automated to create sequenced marketing
sales efforts across all your web- online business or an offline campaigns. It has been a while
sites and lead capture channels. business with strong online sales since I’ve used MailChimp but
channels.

20

june 2012

it doesn’t really handle Autoresponder marketing sequences very
well and is better suited for individual email blasts.
Overall it’s an easy-to-use email
marketing tool but I found it to
be less professional and flexible
when it comes to true marketing
automation.

it comes to Email Marketing.
What GetResponse does well is
its tracking and montitoring, very
similar to Google Analytics, you
get a huge amount of flexibility in
how to interpret the data.

9. Vertical Response – Email
Marketing Made Simple and Effective
Simple but very effective email
marketing tool for less than $10
per month. They have good tracking options and professional templates plus excellent customer
service.

If you are a small startup just
starting out, it might be a great
place to start.
There is also heaps of documentation and tutorials on how to use
it, but the feedback I’ve heard
6. Constant Contact – Profes- is that if you want to speak with
sional Designs Without A Design- someone, their customer support
er
isn’t that reliable and you’ll often turn to a Google search to
find the answer instead.

They’ve recently acquired and
moved into the social marketing space as well, and the email
platform will soon integrate with
their Roost system that managed
Facebook, Twitter and LinkedIn
It’s worth a look, while doing your all from one place, very similar to
comparisons – I’ve not used it so Hootsuite actually.
can’t say for sure.
I’ve never personally used it, so
With 400 templates to choose
can’t comment much more, but it
from, surely you will find one 8. iContact – Easy, Intuitive and has been recommended to me a
suitable for your business. Con- Affordable Email Marketing
number of times before. And I’ll
stant Contact offers a great 60be watching the Social Marketing
day trial and affordable monthspace for a while.
ly rates starting from $15 per
month.
10. 1ShoppingCart – Lots of FeaThe platform also includes extra
tures, Used by Many, Basic Email
features like sending Survey’s but
Marketing
these are additional services that Easy to use but sophisticated
will be charged for.
email marketing features. Out- A shopping cart system for your
standing user interface that is website that also offers basic
If you are looking for a system not intimidating to anyone. Their email marketing. This platform is
that sends graphical and profes- prices are affordable and iCon- again quite popular but I’m not
sional looking newsletters easily tact offers many customisation entirely sure why. As an email
without needing a web designer options when it comes to sign up marketing platform it is very
–Constant Contact is a good bet.
and lead capture forms.
poor, which is why most people
who use it then integrate it with
It’s a popular system, again I have another like Aweber.
7. GetResponse – Reports and no direct knowledge only what is
Analytics That Marketers Drool passed on to me. Check it out and
Over
see if it suits you.
Another popular platform when

june 2012

21

Email Marketing

Also if you are not a tech-savvy person, it may take some time to get
used to the software, as its interface is restrictive and not always
easy to follow.
It made the list, mainly because it is used a lot, but personally I
wouldn’t actually recommend it.
If you want to find out more, take a look at 1ShoppingCart.
So Bottom Line – What Are The Best Email Marketing Tools?
From the list above, if it’s not already clear my recommendations are
all affordable, effective and user-friendly.
If you are looking for entry level go with Send Pepper or Aweber, just
be wary of Aweber’s strictness on requiring double opt ins.
And if you are serious about your email marketing Office Autopilot
and Infusionsoft are the best Email Marketing tools for today’s full
service online marketing.
Do your own research, give them a try… and ensure you have a great
system that meets your business needs.
Carl Taylor
is the Author of #1 New & Notable Business Book ‘Red Means Go!’
and Founder of The Marketing Matrix a deep-dive training program
for entrepreneurs and small business owners to Attract more Leads,
Convert more Customers and Increase Profits.
www.carltaylor.com.au

22

june 2012

• L I M I T E D

O F F E R •

Heralded as the most extraordinary marketing mind in Australia, John Dwyer has opened a limited
number of memberships in his exclusive Imagineers Club.
For just $1,947 per month, this membership gives your business personal access to John and his
powder keg of creative sales building marketing ideas.
John’s Wow Factor Marketing Principles are very different from conventional thinking, hence why his
clients boast about exceptional sales increases in a matter of months.
He’s the guy who convinced Jerry Seinfeld to be spokesman for a small Australian building society –
a marketing coup of epic proportions.
THE RESULT?
The building society tripled its market share in just two years!
John has released just 9 memberships, so if you’d like to have sales exploding ideas
on tap when you need them, quickly visit the Products Page at his website at:

www.theinstituteofwow.com
PHONE ENQUIRIES: 07 55 919 566

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june 2012

23

>

MOBILE MARKETING

MOBILE MARKETING
By Ludwina Dautovic

I recently recorded an interview for my podcast
show – Red Tent Radio - with a woman who specialises in mobile marketing from the USA – Tracy
Repchuk. The conversation left me really curious
about this whole concept of mobile marketing and
how it could impact my business.
I also found myself thinking ‘Gee, another thing
to learn’. But as I delved into my research I discovered that mobile marketing and being mobile
ready is not that difficult at all. However, it is
necessary. If you have a website and particularly
if your business is primarily online, you must be
not only mobile ready by utilising mobile marketing strategies. I also learned from Tracy Repchuk,
that if your website is not mobile friendly, Google
will penalise you by lessening the ranking of your
website.

case, you could consider having a mobile version
of your website created. I thought this might be
a huge process with high costs attached but I was
pleasantly surprised to discover it’s not. There are
a number of services I found online with programs
that equip you to make the necessary changes. One
in particular that caught my eye was Duda Mobile.
I had a tinker with it and it seemed quite simple
to use and fairly straight forward. There is a free
version of the program and then a premium service
which is only $9 per month that gives you special
features like: click to call, click to text, mobile
maps and more. It’s definitely worth a shot and I’ll
be giving it a go. Now let’s talk about some mobile
marketing strategies and how you can implement
them into your business model.

It’s also important to note that more people will
use their mobile phones to get online than their
PC’s. Users will expect their mobile experience to
be as good as their desktop experience. Add to that
the explosion of QR codes and SMS marketing and
you’ll see that mobile marketing is an opportunity
you’ll not want to miss.
Mobile Friendly Websites
Let’s begin by ensuring your website is mobile
friendly. How does your website view on a mobile
device? How fast does it load? If you were a visitor
to this site, would you be pleased with the experience? According to Oracle Digital, “you want to
avoid being ‘flashy’. Flash can be good for some
purposes, but being flashy isn’t mobile friendly.
IPhone users for example, don’t recognise flash so
your iPhone using audience will only see a blank
screen. “
Mobile Version
It’s worthwhile to note, that even though your website may be easily viewable on a mobile device, the
experience still may be taxing for the user. In this

24

june 2012

QR Codes
Let’s start with an explanation of what a QR code
is. According to What Is A QR Code “a QR code or
‘Quick Response Code’ is a type of two-dimensional barcode that can be read using smart phones
and dedicated QR reading devices, that link directly to text, emails, websites, phone numbers
and more! “

These QR codes can be used in print media, billboards, videos, web pages and more. The QR code
is scanned using a smart phone that has a QR code
scanner application like ‘QR Reader’ which I found
for free in the app store. There are a number to
choose from and most are free. You simply open
the app, scan the QR code and it takes the user directly to the webpage you select. I tested it today
in a video I created. I added a QR code for the page
I wanted the user to visit and it sent them to the
web address I selected in an instant! In my interview with Tracy Repchuk she gave me an awesome
tip: Put a QR code on your business card that is
directly linked to your free offer on your website.
Imagine that in use at a networking event! The applications for this are endless! To get you started
I found a simple, free QR code generator at www.
qrcode.kaywa.com. The program is basic, but it
will get you started.

mobile friendly, you should be also thinking about
SMS marketing. However like all marketing strategies, there are things to consider when implementing an SMS marketing campaign. The basics being:
make sure you collect their mobile phone numbers
in your contact forms, get their permission before
sending texts, don’t overload with messages, give
them an opt out option, don’t send the message in
the middle of the night, build rapport and don’t be
the pushy salesman. Beyond that, it’s a viable and
accessible option that many businesses are underutilising.
I recently experimented with SMS marketing with a
networking event I was hosting. I sent an SMS campaign to my list and the instant replies and bookings were phenomenal. I then sent another text
to the guest list the day before the event with a
reminder of the details and again I had replies of
gratitude for the ease of communication. When
used wisely and respectfully, the results will be unparalleled.
The world of mobile marketing is vast and there’s a
lot more I could have covered, however, it’s best to
start of with one bite at a time. If you were to implement the three elements discussed here it will
be a terrific start to getting you mobile friendly.
Just to recap – 1) Make sure your website is mobile
friendly or create a mobile version, 2) Implement
QR codes in your online and offline marketing, 3)
Begin building a mobile phone list and start to
market directly to their mobile devices.

Text Marketing
According to SMS Marketing NW, “It takes 90 minutes for the average person to respond to an
email. It takes 90 seconds for the average person
to respond to a text message.” That’s powerful.
Email open rates are dying. In fact, I am continually
hearing that email marketing has had its day. When
you consider the global statistics of mobile users
around the world, as a marketer it makes sense to
market directly to the device they are closest too
– their mobile phone. SMS is the only mobile app
that is compatible with 99.9% of mobile phones.
With an open rate above 95%, and when thinking

Ludwina Dautovic
is the host of the global podcast
show Red Tent Radio. For inquiries
about being on the show or how to
subscribe, simply visit the website
– www.RedTentRadio.com. We also
offer new and start-up businesses
the opportunity to be featured
on our new show, ‘The Business
Podcast Show’, as a part of our
Media Package. To find out more go
to: www.TheBusinessPodcastShow.com or call 1300 799
491 in Australia or +61 3 9939 4258 for international
callers. If you’d like more information about how to
podcast, go to www.HowToPodcastLikeaPro.com.

june 2012

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27

>

DIGITAL PRODUCT STRATEGY

UNCOVERING THE MYSTERY

WHY EBOOKS SELL MORE THAN PHYSICAL BOOKS

(and how you can use the same principles to increase your sales)
By Leon Jay
However there is much more to it than that.
This phenomenon of digital costing more than
physical I have only ever seen occur with ‘How to’
books. Software usually charges a small premium
for a physical version to be shipped to you. Music,
movies and fiction books typically sells at a discount in digital format.
This means that the instant delivery cannot account for too much.
So, the search continues…
For a long time people were sceptical if you could
sell an ebook at all. Now we know it is not only
possible, but some ebooks even sell for more than
most physical books.
How is this possible?

With ebooks the potential customer has usually
found themselves faced with a dedicated sales
page to this one book. And they have usually
found themselves there because of a careful lead
generation process that has ensured they are a
targeted prospect.

After all, everyone knows a physical book cost
money to setup, print and ship (even if it is only to Even with nonfiction if there is a physical version
the actual bookstore itself). A physical book even of the book then the ebook will sell for less than
its physical counterpart. So this gives us another
cost money to store as it takes up real space.
clue…
Yet ebooks can often sell for more despite often
having less actual content in them, being poorly The sales letter must promise information that
edited in comparison and also being virtually free will lead to some benefit that the consumer will
not find elsewhere. If someone is really keen to
to store, reproduce and deliver.
learn something and the solution lies but a few
The reason is simple. And is has everything to do dollars and a couple of clicks away, chances are
they will take it.
with the method of selling.
You see in a book store there are many books fighting for your attention. Each one usually has only
the spine to grab you, and at best the front and
back covers to sell you.

And I believe this is 80% of the reason people will
pay more. The simple dedicated focus on a promise to a solution to something they can’t find (or
are too lazy to find) elsewhere.

Some people have said it is because customers To further increase sales then the power of scarwant fast delivery and are impatient. And it is city is bought into play. This needs to be done in
true that instant gratification does play a part. the right way of course.

28

june 2012

I have seen sales pages that say ‘limited copies’ –
for a digital product!
One time offers (OTOs) work well as they can package other bonuses or discounts in for buying NOW.
This leads us to the power of the sales process itself.

If someone arrives at your site consider how they
got there. Did they find it though SEO, from an ad,
via an affiliate link or some offline advertising? What
are they expecting to find when they arrive, and do
you meet this expectation?

Once on your site do you offer them a range of
choice or focus them into a funnel. Contrary to
This is where a squeeze page (sometimes called a many peoples logic, the sales funnel will usually
landing page) or an optin form on an information give a much higher conversion rate over providing
site leads to an offer, or series of offers.The pur- maximum choice.
pose of this is to take full advantage of a targeted
prospects full attention. Something that is hard to Try to start with a low resistance entry point. Either
get, and even harder to keep, in almost any other a free optin or a low price point offer.
situation.
Once the visitor to your site takes this first action
You have their undivided attention, and you have it consider what you know before making the next ofwhile they are focused on gathering information on fer. You know they are interested in your niche, and
your niche. This kind of targeting and focus should you know that they are seeking information there
not be taken lightly, nor should it be squandered.
and then. So offer something too good to refuse.
By creating a sales process you are able to offer
products or services in a sequence that makes sense
to an interested prospect. Each offer should increase the value and be targeted to the previous
action someone tool to arrive at any given page in
the process.

Create an offer that is targeted to their first action
(opting in or purchasing your front end offer). Create time scarcity by making the offer unique to that
page. If they don’t take action then and there they
will miss out. People hate missing out.

Let me explain…

An Example of a One Time Offer with FusionHQ

june 2012

29

You could offer a bonus not usually included, or a discount not
usually available. Either way
make it good.
They will then make one of two
choices. Either buy or not buy.
If they buy and you have something else that is relevant and
can add additional value then
now is the best time to offer it.
(This is known as an upsell).

If they don’t buy however then
consider why. You know they are
interested in your niche otherwise they would not be on that
page. And for the same reason
you know they are looking for
more information.
Perhaps your price point was too
high, or maybe they don’t trust
you enough yet to hand over
money. This is the time you might
want to try a downsell.
Either a free trial of your product, or a lite version for a cheaper price. Either way you will
make extra sales that you would
not of otherwise had. By using a
good piece of sales flow software
you can build, change and test
these flows to get the maximum

30

june 2012

number of sales for each visitor
to your site.
This same principle can of course
be applied to all digital media.
Software, audios and video courses all benefit from this method of
selling.
So to summarize… If you want to
sell digital products:
• Focus on a targeted audience
• Promise and ensure instant delivery
• Make sure it is not available in a physical format if you
want to get maximum price for
the digital version
• Sell the benefits the information contained in your product will provide them
• Use some form of scarcity
(such as a good OTO offer) to
increase conversions, and make
use of a sales process to get the
best ROI.

Leon Jay
is
an
international
author
and
speaker
on
the
subject
of
internet
marketing. His
book ‘Do Less
Work,
Make
More Money’ has rave reviews from
readers and industry experts alike.
You can download your free copy at
www.dolessworkmakemoremoney.
com/imm
He is also founder and CEO of
FusionHQ, a drag and drop sales
and
marketing
platform
for
internet based businesses. For more
information visit www.fusionhq.
com/imm

>

WEB TOOLS

15 FREE TOOLS TO
CREATE AWESOME CONTENT
By Zeke Camusio
Blogging is so 2011! Everybody
is blogging these days, so if you
want your content to stand out
you need to start creating some
rich-media content. These are
some free and easy-to-use tools
that I’m sure you’ll love.
Jing is a free screen recording
software. It’s ideal to create
video demos and to turn PowerPoint presentations into awesome videos.

Infogram is another really cool GoAnimate is a free tool that
Infographics option.
allows you to create animated
videos in minutes. Really, really
cool.

Hohli allows you to create awesome charts very easily.

Animoto is a free video editing
tool. I love it.
Wordle is a great tool to create
word clouds.
Tools to Create Awesome Infographics
Infographics tend to get a lot of
traffic and links. It’s normally
very expensive to hire designers
or data visualization experts to
do your infographics, but these
tools will allow you to create
your own:
Icon Archive has a very extensive collection of great-looking
PikToChart is very powerful and icons for your infographics.
easy to use.

QuizMaker
People love quizzes. They’re fun
and engaging. Create yours in
minutes with this cool tool.

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31

Meme Generator
Create your own memes with
this free tool. It’s really easy.

Dipity is a really fun tool that
allows you to create timelines in
minutes.

More Ideas for Great Content
I hope you liked the tools in this
post. Here are some more content ideas based on what has
“What I Really…” Generator
worked well for our clients:
• Interview experts in your
industry.
• Conduct webinars and
show your attendees how
you’ve helped other clients
just like them. Make sure that
at least 95% of your presentation is high-quality content;
keep the marketing pitch under 5% of the total time.
• Simple tools (like interest
You’ve probably seen these all
rate calculators and calorie
over Facebook. You can now cretrackers) can be built for $50
ate your own in two minutes.
and they’re extremely effective. You can use oDesk to find
Try other cool image generators
affordable developers.
from the same company: Poster
• Free whitepapers and
Generator, Phone Text Generaebooks work really well, too.
tor and Difference Between.
Invest in a great designer to
make sure that the content
StoryBird is the coolest way to
looks amazing.
tell stories.
Zeke Camusio
is is a serial
entrepreneur who
has built and sold
three
successful
businesses. Zeke is
the author of The
Internet Marketing
Bible and CEO
of The Outsourcing Company, an
Internet marketing agency with over
300 clients (including Chevrolet,
Burger King and Subaru).

32

june 2012

>

WEBSITE SECURITY

TRUST SEALS,
IT’S A NO BRAINER

Website security isn’t a new
thing, however the need for it
is growing at a rapid rate. Every year hackers get better and
smarter, and identity theft,
fraud, and data theft grow exponentially. Fortunately, website
security helps prevent security
holes that allow hackers to retrieve sensitive data. But in addition to protection and security,
website security scanning also
contributes to more sales, and
customer trust.
Our customers at Trust Guard
have long boasted about their improved conversion rate after purchasing our services. The Trust
Seals, which are placed directly
on the website after we scan it
and verify it, are visible to the
public. Trust Seals let shoppers
know that the merchant is safe,
secure, and has been third party

verified. The small seal basically says, “this is a real business,
they do what they say and mean
what they do, and they have a
safe and secure system so you
won’t be victim of data theft after a purchase.”

trust seals. Like having an SSL
certificate, it should be just
“what you do”. I initially doubted the hidden power of trust
seals. I thought that because of
our stunning web site and incredible product, people would
just trust us. Nope.The Trust
Guard seals improved our conversion by 59.61%. I recommend
Trust Guard because they are
upfront, transparent, and their
system automatically tests itself
so you can see how well it works
for you. The competition seems
to focus on marketing & sales.
Trust Guard focuses on results.”

Merchants shouldn’t be willing
to take the risk of not having security scanning. Not only is PCI
Scanning REQUIRED by credit
card companies where non-compliance can result in massive
fines, but having scanning and
Trust Seals actually boosts sales.
It’s really a win-win situation.
The alternative is to make less
money, become a victim of hack- ~Paul Young, Skybound Software.
ers, and be potentially fined by
the credit card (name), for us at For more information on Trust
Trust Guard it’s a no brainer.
Guard’s Trust Seals visit the
TrustGuard website.
“There shouldn’t be a decision
whether or not a website uses
june 2012

33

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Tạp trí Internet Marketing Số 12 - JUN 2012

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