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Copyright Notice
All rights reserved. No part of this report may be reproduced or transmitted in any form
whatsoever, including: electronic, mechanical, photocopying, recording, or by any
informational storage or retrieval without express written, dated, and signed permission from
the author.

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Disclaimers
ANY EARNINGS/INCOME STATEMENTS AND/OR EARNINGS/INCOME EXAMPLES ARE ONLY
ESTIMATES OF WHAT WE THINK YOU COULD EARN. THERE IS NO ASSURANCE YOU'LL DO AS
WELL OR EARN ANY MONEY AT ALL. ANY AND ALL CLAIMS OR REPRESENTATIONS, AS TO
INCOME EARNINGS, ARE NOT TO BE CONSIDERED AS AVERAGE EARNINGS. THERE CAN BE
NO ASSURANCE THAT ANY PRIOR SUCCESSES OR PAST RESULTS, AS TO INCOME EARNINGS,
CAN BE USED AS AN INDICATION OF YOUR FUTURE SUCCESS OR RESULTS.
MONETARY AND INCOME RESULTS ARE BASED ON MANY FACTORS. WE HAVE NO WAY OF
KNOWING HOW WELL YOU WILL DO, AS WE DO NOT KNOW YOU, YOUR BACKGROUND,
YOUR WORK ETHIC, OR YOUR BUSINESS SKILLS OR PRACTICES. WE DO NOT, THEREFORE,
GUARANTEE OR IMPLY THAT YOU WILL MAKE ANY SPECIFIC AMOUNT OF MONEY.
AS WITH ALL TYPES OF BUSINESSES, INTERNET BUSINESSES HAVE UNKNOWN RISKS
INVOLVED TOO AND ARE NOT SUITABLE FOR EVERYONE. MAKING DECISIONS BASED ON
ANY INFORMATION PRESENTED IN OUR PRODUCTS, SERVICES, EMAILS, OR WEBSITE
SHOULD ONLY BE DONE WITH THE KNOWLEDGE THAT YOU COULD EXPERIENCE
SIGNIFICANT LOSSES, OR MAKE NO MONEY AT ALL.
ALL PRODUCTS AND SERVICES OFFERED AND RECOMMENDED BY OUR COMPANY ARE FOR
EDUCATIONAL AND INFORMATIONAL PURPOSES ONLY. USE CAUTION AND SEEK THE
ADVICE OF QUALIFIED PROFESSIONALS. CHECK WITH YOUR ACCOUNTANT, LAWYER, OR
PROFESSIONAL ADVISER, BEFORE ACTING ON THIS OR ANY INFORMATION. USERS OF OUR
PRODUCTS, SERVICES, AND WEBSITE, AS WELL AS SUBSCRIBERS TO OUR EMAILS, ARE
ADVISED TO DO THEIR OWN DUE DILIGENCE WHEN IT COMES TO MAKING BUSINESS
DECISIONS. ALL INFORMATION, PRODUCTS, AND SERVICES THAT HAVE BEEN PROVIDED
SHOULD BE INDEPENDENTLY VERIFIED BY YOUR OWN QUALIFIED PROFESSIONALS. OUR
INFORMATION, PRODUCTS, AND SERVICES SHOULD BE CAREFULLY CONSIDERED AND
EVALUATED BEFORE REACHING A BUSINESS DECISION ON WHETHER TO ACT ON THIS
INFORMATION.
YOU AGREE THAT OUR COMPANY IS NOT RESPONSIBLE FOR THE SUCCESS OR FAILURE OF
YOUR BUSINESS DECISIONS RELATING TO ANY INFORMATION PRESENTED BY OUR
COMPANY, OUR COMPANY'S PRODUCTS OR SERVICES, OR THE PRODUCTS OR SERVICES WE
RECOMMEND.

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Table of Contents
Introduction……………………………………………………………………………………………… 5
Step #1: Introduction and Overview of List Building ………………………………….7
Step #2: Creating Effective Outgoing Messages to Send Subscribers ………..11
Step #3: Building a List / How to Get Subscribers……………………….……………..22
Step #4: How to Use Social Media to Attract Customers…………………………..29
Step #5: Leveraging Authority Sites to Generate Viral Traffic ……………….....39
Step #6: Protecting Your Company’s Online Reputation ……………………….....47
Step #7: How to Write and Submit a Press Release for Free Publicity ………57
Step #8: Search Engine Optimization & Tracking Website Traffic ……………..71
Step #9: Pay Per Click Advertising ………………………………………..…………………..82
Step #10: Highly Targeted Offline Marketing……………………..……………………..99
Conclusion:………………………………………………………………………….…………………...108

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INTRODUCTION
Dear Friend,
First, thank you for your purchase. Your decision to invest in this course is
something that we take extremely seriously. Providing you with value is a
Responsibility that we don’t take lightly.
Onlinecreativespace.com is a digital marketing agency that endeavours to
present simple systematic, easy ways to understand and implement effective
online marketing strategies to entrepreneurs or small businesses in a cost
effective manner.
We have been in the digital marketing industry for over 8 years now and over
the years we have seen that the biggest challenge by far that small businesses
have is growing their revenue.
We’ve put this Training together because we truly believe that people, of all
experience levels, have the greatest opportunity to build a solid business
online, with no experience and starting from scratch with the information we
are about to share with you.
Before we get going, though, we want to make sure that you understand a few
critical things. First, the business model that we are about to teach you is not a
magic potion that will shoot money out of your computer screen, when you
get to the last page of the training.
This is a business that will take some effort on your part, or on the part of
anyone you might choose to hire, to do the work for you. The second crucial
point that needs to be made is the following: The general concept itself is not
a “top secret” internet marketing method that an enlightened monk whispered
into my ear, high atop a mountain in Nepal.
This might sound harsh, but we need to make sure that we’re all operating in
reality, before we get into the meat and potatoes of this business model. The
majority of people who are making substantial amounts of money online are
just doing fundamental things that work, not “secrets that they stumbled
upon” or “loopholes” that only they know about.

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Specifically, we wanted to show you a business model that is solid, that works,
and that other people are successfully doing each day. More importantly,
though, we wanted to ensure that you didn’t have to invest hundreds of
dollars into running expensive ads or hiring content creators.
We also didn’t want to provide you with an opportunity that would require you
to have advanced technical skills or expertise. Additionally, We wanted to
make sure that We provided you with an opportunity that will still work 10
years from now, which also has tens of millions of potential customers for your
business.
Additionally, this is not a business that will require Google, Facebook, or any
other highly influential website to rank you well or look favourably upon you in
order to succeed.
Running a business that relies on another company, such as Google, to do
something such as give you a good ranking, is not running a business at all –
that’s simply placing a gamble and hoping that websites, which are outside of
your control, work in your favour.
When you run a real business, you control the variables, not some other
company, website, social media platform, or search engine. In this course, we
are going to teach you all of the steps and provide you with all of the materials
that you need to build your business online.
This training is a very high quality, 10-Part training that will teach you as a
business owner many different ways to attract new customers, while lowering
your customer acquisition costs in the process.

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Step #1: Introduction and Overview of List Building
Welcome to the customer acquisition training!
When it comes to properly harnessing the power of the internet, most
companies and business professionals go about it all wrong. Specifically, most
businesses put up a basic website and consider their work done.
This common approach does not even begin to utilize the immense power of
the internet, within the context of bringing in new customers and maximizing
your profit potential.
One of the most powerful ways of attracting new customers and maximizing the
lifetime value of each customer is to build an email list. An email list will enable
you to send out special offers and communicate with your customers on an
ongoing basis.
There is an incredibly inexpensive tool that can automate the entire process of
sending out emails to your customers and people who have requested to
receive emails from your company.
The tool that automates this entire process is known as an “autoresponder”.
While it may have a funny-sounding name, an autoresponder has the power to
generate revenue for your business, each time you send out an email to the
people on your autoresponder’s email list.
In a nutshell, autoresponders collect the email addresses of people who would
like to receive your emails, they send emails to everyone on your list or to
“sub-lists” that you can choose to create within your autoresponder (e.g.

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customer lists, prospect lists, etc.), and they automatically remove people from
your e-mail list if they choose to unsubscribe or “opt-out” of receiving future
messages from you.
Marketing professionals and experienced business owners commonly use the
phrase “the money’s in the list”. This expression applies to online businesses
as well as offline businesses.
As you may have guessed, this common expression refers to the fact that a
company’s profitability is often directly tied to their email list of customers and
prospects.
Conversely, businesses that do not communicate with their customers and
prospects, through autoresponders, are leaving an enormous amount of
profit on the table for their competitors.
It’s absolutely vital to understand that the majority of people who reach your
website are not going to do business with you the first time they visit your site.
In fact, the majority of people will click away from your site, never to return
again.
Without offering your website visitors the ability to receive relevant emails and
offers from your company, the people who visit your site and click away will be
of no monetary value to your company.
On the other hand, if someone who visits your site doesn’t purchase anything
when they’re at your website, but they do enter their email address, to join
your list, you now have the ability to email them special offers, which they
might be interested in at some future point.

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In realizing that most people do not make a purchase the first time they visit a
website or the first time they are exposed to your company’s products and
services, it becomes apparent as to why it’s crucial to invite people to join your
company’s email list.
It should also be noted that having an email list of your company’s customers
and prospects is considered to be an extremely valuable asset. If the time were
to ever come, when you were to sell your business or simply have your business
appraised, your company’s customer and prospect list(s) would definitely
increase the overall value of your company.
Savvy business owners and marketers understand that a customer list, and
even a targeted prospect list, is basically the equivalent of having your own
money machine, which can generate revenue whenever you sound out an
email.
Whether you have any plans to sell your business in the future or not, it simply
makes good business sense to enable yourself to generate revenue, each time
you decide to send out an email to the people on your list.
Autoresponders are, in our opinion, the most cost-effective way to
communicate with your customers on an ongoing basis.
From a cost standpoint, you’d be hard pressed to find another marketing tool or
advertising method that allows you to communicate with your customers and
prospects, on an unlimited basis, for such a low cost.
In our opinion, CLICK HERE for the best autoresponder for small-to-medium
sized businesses.

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The ability to reach your customers and prospects, on an unlimited basis, for
such a low cost, is critical for businesses that wish to retain or grow their market
share.
In the next lesson, we will be going over exactly how to use your autoresponder
to its fullest potential, to maximize profits. In the meantime, though, we highly
encourage you to sign up for your autoresponder by CLICKING HERE.
There are a few simple sign-up steps when you set up your autoresponder. To
ensure that you’re able to implement the steps we will be teaching you in the
next lesson, we strongly recommend getting those sign-up steps completed
now.
Also, please keep in mind that we will be showing you some incredible ways to
attract new customers, in many of the upcoming lessons.
In order to realize the full potential of many of the methods that we’re going to
reveal to you, it’s ideal to have a way to obtain your customers’ and prospects’
email addresses.
Otherwise, you will only be gaining a small fraction of the benefits that you
could realize, with the ability to collect the email addresses of people who are
interested in your company’s products and services.
We look forward to teaching you how to fully harness the power of
autoresponders in the next lesson.

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Step #2: Creating Effective Outgoing Messages to Send
Subscribers
By this point, you should have signed up for your autoresponder service, so
that you can begin to maximize your profits by simply sending emails out to
your customers and prospects.
If you haven’t signed up for your autoresponder service yet, CLICK HERE so that
you can implement the steps in this second lesson.
Today we’re going to show you how to craft enticing emails, to maximize your
profitability and build strong relationships with the people on your List(s).
Once you have these emails set up, we’ll be able to focus on showing you
how to add customers and prospects to your list, so that you can
communicate with them on an ongoing basis.
Note: Before we continue, it’s best to have your autoresponder’s opt-in / sign-
up form set up somewhere on your website. Please follow instructions in the
video below on how to get started with the autoresponder.
https://www.youtube.com/watch?time_continue=1011&v=hZjyenUNro4&fe
ature=emb_logo
If you personally do not have the time or inclination to set up your
autoresponder form on your website, like the idea, but don’t have the time to
do this yourself?
When you set up your opt-in form on your website , be sure to give your website
visitors a tempting reason to sign up to your list in the first place.

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Your offer could be a special discount on a particular product or service, a set of
coupons that you’ll email them as soon as they sign up, or simply a free
membership on your “VIP List”, which might include “early bird” access to new
products and services, special VIP Member Discounts, or inside information that
only your VIP Members will be told about.
Just be sure to think of something special that your customers and prospects
would want, when deciding on what to offer them in exchange for them
signing up to your email list.
OK, assuming that your autoresponder is set up and ready to receive subscribers
at your website, it’s time to create some emails that will have your prospects
and existing customers coming back to you, to purchase additional products and
services.
Keep in mind that there are two types of emails that you can send out to your
subscribers: “Scheduled” emails and “Broadcasts”. A scheduled email, as the
name implies is an email that you pre-load into your autoresponder.
When you add a scheduled email into your autoresponder, you decide when
your subscribers will receive the email, in relation to when they first signed up
to your list.
For example, you could specify that you want all of your subscribers to receive
a particular, scheduled email 3 days after they sign-up to your list.
Once you’ve loaded your scheduled email into your autoresponder and you’ve
specified when you want the email to go out, you never have to do anything
with that email again.

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From that point forward, all of your subscribers will receive that particular email,
on the specific number of days after they signed up, as pre-determined by you.
On the other hand, with a “Broadcast” email, all of your subscribers will receive
this type of email at the same time, regardless of when they signed up to your
list.
Obviously, the main drawback to a broadcast email is that it will only go out the
subscribers who are on your list at the time the broadcast email is sent.
Subscribers who join your list after a broadcast email is sent out will not receive
the message, unless you send out the broadcast email again.
The only problem with this, of course, is that your current subscribers will then
get the broadcast email a second time.
With this in mind, it’s usually best to try and focus primarily on sending out
scheduled email.
It’s ideal to send out broadcast emails for things that are more seasonal in nature
or “one-time” type offers.
One question that often arises is how frequently you should send emails out to
your subscribers. Of course, if you send out emails too often, many of your
subscribers are likely to get annoyed by all of the emails and they’ll unsubscribe
from your list.
On the other hand, if your subscribers never hear from you, they’ll never be able
to take advantage of any special offers that you send them.
Many marketing professionals will attempt to make broad sweeping
statements, suggesting that all businesses should email their subscribers “x”

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number of times per week or per month. In our view, this is a highly
misinformed, blanket statement to make.
All business types are different and their customers often have unique buying
habits. Some businesses are seasonal, while others are not.
Some businesses sell high ticket items that customers may purchase once a year,
or once every few years, while other businesses offer lower ticket or middle
ticket items that customers purchase all throughout the year.
The best person to determine a reasonable number of times to email your
subscribers is you. It would be foolish of us to try and tell you what makes sense
for your particular business or your market.
You should know, better than anyone else, how often you think your customers
would want to hear from you.
Just to provide you with a few basic guidelines though, consider the following:
If your customers typically only make purchases from you once a year or every
few years, they would not need to hear from you more than once a week or
perhaps even once every couple of weeks.
On the opposite end of the spectrum, if your customers make purchases from
you on a weekly or monthly basis, you might want to consider sending them
emails weekly, since they typically would make purchases from you on a more
frequent basis.
Once you’ve determined how often you’d like to send out emails to your
subscribers, the next thing to decide is what to actually include in your emails.

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For the most part, all of your emails should include some “call to action” or some
form of value that you’re providing to your customers. Obviously, this does not
mean that you should try to “hard sell” your customers in every email you send
them.
At the same, though, you don’t want to send emails that lack a purpose, or else
your subscribers will be confused as to why you’re emailing them in the first
place.
Don’t forget that your “cost” to email your subscribers is extremely nominal
and you can contact them as often as you want, for the very low monthly cost
of your autoresponder service.
In consideration of how relatively inexpensive your autoresponder service is,
you don’t need to factor in expensive advertising or marketing costs, when
deciding on the type of deal or special to offer your subscribers.
In other words, the low monthly cost of your autoresponder service provides
you with the flexibility to offer a more enticing offer to your subscribers, as
compared to if you had to run an expensive ad in the newspaper or send out a
costly print mailing.
Clearly, only you know your profit margins and what you can and can’t afford to
offer your customers. Naturally, though, the more enticing your offer, the
better response you’re likely to get.
Also keep in mind that you have the right to place specific terms and conditions
on any special offer that you send out to your subscribers.

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Many businesses make the mistake of thinking that they can’t send out special
offers, because certain days or times are already busy, and so they don’t want
to lose revenue, by making offers to customers who already pay full price.
By simply including some basic terms and conditions into your offer, you can
solve this issue entirely.
Some examples of terms and conditions you could include are:
“For first-time customers only”
“Offer valid on Monday-Wednesday”
“Offer valid between the hours of 9:00am-12:00pm”
“Offer valid between the hours of 2:00pm and 4:30pm”
“This offer can only be used once per customer, per household”
“Not valid on weekends”
“Valid on purchases of $100 or more”
“Valid when an item of equal or greater value is purchased”
As you can see, there are many different types of terms and conditions that you
could include in your offer.
These terms and conditions can allow you to virtually eliminate the risk of
losing current profits, while achieving your specific objective.
Whether your objective includes bringing in new paying customers, increasing
sales on a specific day or time of the week, or increasing sales of a particular

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product or dollar amount, you can easily target your specific goal, by simply
including some basic terms and conditions.
The next thing to consider is perhaps the most important part of the email that
you send your subscribers: the subject line.
The subject of the email is what your subscribers will see when they log in to
their email and they see an email from you.
A good way to think of email subject lines is like headlines for traditional print
ads.
If the headline or email subject line is not exciting in some way, the person is not
going to continue reading the ad or, in this case, open the email.
Your email could have the best offer in the world, but if the email’s subject line
is poorly written, very few of your subscribers are going to take the time to open
the email.
The good news is that writing effective subject lines is rather simple, once you
understand how.
The main thing to keep in mind, when it comes to email subject lines, is that they
should tell your subscriber “what’s in it for them” if they open the email. To
illustrate, here are two email subject lines. You should be able to tell, right away,
which subject line is effective and which one is unlikely to get a good “open
rate”:
1.) Check out what we’re giving you, our valued subscriber
2.) We’ll be closed on Monday for renovations

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Hopefully, you see that #1 is a better email subject line. Of course, you might
think that it would be important to send out an email, to let your customers and
subscribers know that your store will be closed for a day.
In reality, though, people only care about one thing: “What’s in it for me?” As a
matter of fact, if you were going to be closed for renovations, you could still use
subject line #1, in the example above, and then just mention that you’ll be closed
for renovations in the actual body of the email, along with the actual offer that
you’re providing.
Just make sure that your subject lines are exciting enough to pique the curiosity
of your subscribers, so that they open the email.
It should go without saying, of course, that the information in the email itself
should be consistent with the exciting subject line.
In other words, you never want your email subject lines to be misleading or
deceptive or else you’ll virtually guarantee that many people will begin to
unsubscribe from your emails.
With respect to the content in the actual emails that you send to your
subscribers, remember this: less is more! In other words, you don’t want to send
out 2,000 word emails that are pages and pages of information that your
subscribers have to read through.
Keep the email brief and cut right to the chase, to let your subscribers know
what you’re offering them and how they can take advantage of your offer.

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On a related note, you may also want to include an expiration date or timeframe
in your terms and conditions, to get your subscribers to take action sooner than
later.
Here’s an example of a simple, but effective email that you could send to your
subscribers:
Subject Line of Email: Can we give you [the name of one of your products or
services]?
—————————
Hi everyone,
As our way of saying thank you for being our valued subscriber, we’re sending
you this email voucher, so that you can receive a free [the name of one of your
products or services] when a purchase of equal or great value is made.
We will be extending this offer to all of our subscribers for the next three days
(expires month/day/year).
Simply print out this email today and bring it in between now and (last day of
offer).
Enjoy!
Sincerely,
Your Name
Your Title
The Name of Your Company
Your Phone Number
—————————

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The above email may seem rather basic, because it is. At the same time,
however, it contains all of the important elements of an effective email:
It tells the subscriber exactly “what’s in it for them”, it includes a time frame
in which they can take advantage of this offer, and it tells them exactly what
to do, to take advantage of the offer [e.g. “Simply print out this email today
and bring it in between now and (last day of offer).”].
Most importantly, though, the email is quick and to the point. Obviously, we
could have made the email above hundreds or thousands of words longer.
Doing so, however, would greatly reduce the response rate. As you probably
realize, just about everyone is crunched for time these days. They don’t have
time to read long emails.
They just want the facts and, more accurately, the benefits that they will receive
by following clear and simple steps.
By just making sure that your emails follow these simple, common sense
guidelines, you’ll have far happier subscribers, many of whom will look forward
to your emails.
One final thought to keep in mind is the following:
Any time you send out an email, no matter how good it is, you’re always bound
to get some people who unsubscribe.
This is unavoidable, regardless of how well your email is written or how good
the offer is.

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Of course, the important thing to focus on is getting more people subscribing
than unsubscribing from your email list…and that’s exactly what we’ll be
covering in the next lesson: Getting subscribers who are interested in your
company’s products and services.

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Step #3: Building a List / How to Get Subscribers
In the last two lessons, we discussed how it is absolutely vital to have an
autoresponder set up for your business, due to the fact that it is the most cost
effective way to generate revenue and communicate with your customers and
prospects.
We then covered how to create compelling emails and subject lines, in order to
maximize your “open rate” and “response rate” (i.e. the percentage of people
who take the desired “call to action” that you specify in your emails).
If you haven’t signed up for your autoresponder service yet, please do so
by CLICKING HERE, so that you can implement these steps.
By this point, you’ve probably started thinking about some enticing emails that
you could send out to your customers and prospects. You may also be
wondering how to add existing customers and new, targeted prospects to your
email list.
As we promised at the end of the last lesson, this lesson will cover some
excellent methods and strategies for growing your list of customers and
prospects.
Let’s first take a look at how to get your existing customers to join your email
list.
The best way to get your existing customers onto your autoresponder email list
is to look at the ways that you currently interact with your customers, and then
simply invite them to join your email list, during your existing interactions.

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For example, if you own a retail storefront and you interact with your customers
face to face, here’s a great way to quickly build your email list with paying
customers.
Incidentally, paying customers are the best types of people to have on your
email list, since they’ve already proven that they will spend money with you.
When your customer is making their purchase at the cash register or wherever
else they make their purchase, explain to them that your company now has a
V.I.P. list that will allow them to save money on future purchases.
You should also explain that they can unsubscribe from your email list at any
time and that you will only email them with valuable offers and information.
Unless your customer doesn’t like saving money, they should be very happy
and willing to join your email list, since it only means potential savings for
them.
If you have an internet connection at your place of business, you should then
ask for your customer’s email address and enter it onto your form. Just let your
customer know that they will receive a confirmation email, so that they can
verify that they’ve chosen to receive emails from you.
This process of receiving a confirmation email is known as “double opt-in”
and all reputable autoresponder services offer it.
This just helps you to ensure that you’re sending emails to people who actually
want to receive them. Whenever you’re setting up your autoresponder, or if
you have someone else doing it for you, make sure that the “double opt-in”
option is selected.

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You should sign up to your own email list, with your own email address, to
make sure that this is set up properly. Plus, you’ll also want to make sure that
you get the emails that are going out to your customers, to ensure that
everything is running smoothly.
Follow the instructions is the video below to setup your signup form if you
have not already done it.
https://www.youtube.com/watch?v=Go0f9pmvhNc&t=18s
If you don’t interact with your customers face to face or you don’t have internet
access at your place of business, you can include a message on your company’s
invoices and receipts, telling customers about your “VIP List” and any special
gift or savings that they’ll receive when they sign up.
Of course, also include your website address where your sign-up form is located.
Everyone who works at your place of business, who interacts with customers,
should also be trained to encourage each customer to sign up to your email list.
Your employees should explain the benefits that customers will receive when
they sign up, they should tell your customers that they can unsubscribe at any
time, and they should emphasize that they will not send them too many
emails.
On a related note, it’s also a good idea to let your customers know that you
won’t share their email addresses with any other companies.
In short, you should take a look at every way that you interact with your
customers and use all of those ways to encourage your customers to join your

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list. Of course, the more benefits that you can tell your customers they’ll receive,
if they join your list, the more customers you’ll get to actually join your list.
Most businesses have no idea how valuable a paying customer’s email address
is.
More specifically, the majority of business owners do not know the “Average
Lifetime Value” of their customers.
As the term implies, the “Average Lifetime Value” of a customer refers to how
much money a customer will spend with you, over the entire course of their
relationship with you.
For example, if you own a barber shop, your average customer gets their $20
hair cut once a month, and your average customer remains your customer for 5
years, this means that the Average Lifetime Value of your customers is $1,200,
or $240 per year for 5 years:
$20 haircut x 12 months per year = $240 per year x 5 years = $1200
You might be wondering what this concept of a customer’s Average Lifetime
Value has to do with building and growing an email list.
The answer is that it has just about everything to do with dominating your
market and maximizing the number of customers and targeted prospects that
join your list.
More specifically, when you know how much each customer is worth to you,
over the course of their relationship with you, you’ll be able to gain a better
perspective on the savings that you can offer them for joining your list.

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Unfortunately, many businesses grossly underestimate how valuable a paying
customer is to them. As a result, businesses fall into the trap of making typical
offers that are extremely boring to the customer, such as “10% off your next
purchase”, “Buy 4, get one free.” etc.
With the majority of uninformed businesses making such bland offers, it’s no
wonder why the majority of businesses are constantly struggling for market
share.
On the other hand, let’s say that you took a half hour of your time to figure out,
or estimate, the lifetime value of your paying customers.
Let’s assume that you then learned that each of your paying customers was
worth, on average, $1,000. Upon learning that each new customer is worth
$1,000, do you think that you could afford to offer a new customer $50 off their
first purchase of $100 or more?
Of course, without knowing your type of business, your profit margins, or a
variety of other factors, we couldn’t tell you exactly how much of a discount you
should give to new customers.
We can tell you, however, that if you were willing to breakeven on a new
customer’s purchase, or make a very nominal amount of profit on a new
customer’s initial purchase, it’s very likely that you will be making an offer that
will be much more exciting than your competitors.
As a result, you will start to win a greater and greater share of your market, while
your competitors scratch their heads, wondering how you’re able to make such
an amazing offer to new customers.

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Of course, if your customers don’t stay with you for very long, due to low
product quality or poor customer service, none of this will work, because your
lifetime value per customer will be relatively low.
If, on the other hand, your biggest challenge is getting new customers, but once
they become a customer they stay a customer, then this simple concept could
be exactly what you need to do, to dominate your entire market!
Now, within the context of building your email list with prospects (i.e. people
who haven’t spent any money with you yet), you want to keep this critical
concept of a customer’s Average Lifetime Value in mind.
Specifically, when you decide on the thing(s) that you will offer to people, in
exchange for joining your email list, you should be factoring in the Average
Lifetime Value of your paying customers.
In other words, if your Average Lifetime Value per customer is $1,000 per year,
for 10-15 years, for a total Average Lifetime Value of $10,000-$15,000, do you
think you could offer a new email subscriber more than $5 off their next
purchase?
Of course, even if you offered them a $500 savings on their next purchase, and
you knew that you’d profit, on average $1,000 from them over the course of the
next year, you’d still double your investment on the $500 savings that you
initially extended to them.
However, these figures assume net profit, without factoring in your expenses.
The main point to take away from this section is that you want to make your
customers a really good offer that would be almost impossible for them to resist,

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in exchange for them joining your list. Just make sure that your offer isn’t so
good that it puts you out of business.
When you have a clear understanding of the Average Lifetime Value of your
customers, you’ll be able to make an enticing offer to anyone who joins your list.
Additionally, you’ll be able to make offers in your follow-up emails that will take
into account this ever-important consideration of Average Lifetime Value.
Keep in mind that without an exciting offer and a very good reason for people
to join your list, your list building results will only be a small fraction of what
they could be.
There are tons of highly skilled writers who can craft very compelling emails and
offers for your list. These professional writers can often be hired for an
extremely affordable, “per job” fee. Here’s one website where you can find
many skilled copywriters, who can write all of your “customer-getting” emails
for you: Fiverr.com
In the next lesson, we’ll continue to delve deeper into some incredible ways that
you can bring in customers, who are actively searching for your products and
services, without you having to spend thousands of dollars on advertising or
marketing!

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Step #4: How to Use Social Media to Attract Customers
In the last lesson, we went over how to grow your email list. We also discussed
the importance of calculating the Lifetime Value of your customers, so that you
can develop a really enticing offer, to get people to join your list.
In addition to building a list through your website, you should also consider
having a Facebook fan page for your business.
Unlike your company’s website, Facebook fan pages are located on one of the
most highly trafficked websites in the world:
Facebook, of course! Plus, since it’s completely free to have a Facebook fan page
for your business, it only makes sense to tap into this massive resource of
prospective customers.
When you have a Facebook fan page, you’ll be able to attract people, who are
actively looking for your type of business on Facebook.
As these people come to your fan page and “Like” it, this can help to generate
more referral business for you. When someone “Likes” your company’s
Facebook fan page, their Facebook friends can see that they did this. This can
result in a passive, ongoing source of referral business for you.
Creating a Facebook fan page is extremely simple. All you have to do is go to
Facebook.com, scroll to the bottom of the page, and click the link that says,
“Create Page”.

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From here, you would just select the options that apply to your business. Once
you’ve completed the simple set up steps, your basic Facebook fan page will
officially be live.
Keep in mind, though, that there are a great deal of things that you can do, to
create a highly professional looking, customized Facebook fan page.
Obviously, a more professional looking fan page will create a more professional
image for your company. Here’s a really inexpensive way to get a great looking
fan page set up within a matter of minutes:
Fiverr.com: “Just run a search on Fiverr.com, for “create Facebook fan page.”
Once your Facebook fan page is set up, it’s a really good idea to create an
outgoing message that will automatically be sent out to your mailing list’s
subscribers.
The outgoing message that you schedule to be sent out should provide your
subscribers with the web link to your Facebook fan page.
You should also tell them about other, ongoing benefits that they’ll receive if
they become a fan of your Facebook fan page.
These ongoing benefits could include additional coupons that you’ll only be
sharing with your Facebook fans, “early bird” notifications about things that are
related to your business, or anything else that you believe would appeal to your
mailing list subscribers.
In addition to notifying your existing mailing list subscribers about your
Facebook fan page, there’s another very powerful, free way to find people who
are likely to have an interest in your company’s products and services.

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This free strategy leverages a little-known feature inside of the largest search
engine in the world: Google. Specifically, this feature inside of Google is known
as “Google Alerts”.
The way that Google Alerts works is as follows:
First, you would simply go to google alerts and enter terms into the “Search
query” field that are related to your business.
If you’re a local business that exclusively serves a specific, geographic market,
you’d also want to include those geo-specific terms in the “Search query” field.
For example, if you own a florist that serves the Atlanta, Georgia area, you could
enter the following terms into the “Search query” field:
Atlanta Flowers
Atlanta Florist
I need a florist in Atlanta
Atlanta wedding florist
After you enter a search term, the next field to choose from is the “Result type”.
Google Alerts allows you to choose from “Everything”, “News”, “Blogs”,
“Video”, “Discussions”, and “Books”.
Your choice here will really just depend on what you want to receive an alert
on.
For example, if you just want to receive an alert each time someone says, “I need
a florist in Atlanta”, in an online discussion forum, you’d select “Discussions”.

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After entering in the various terms that you want to receive alerts on and
selecting the types of results you’d like to receive alerts for, you would then
select how often you’d like to receive these alerts. Google Alerts gives you the
option to receive these results in real-time (“As-it-happens”), “Once a day”, or
“Once a week”.
Just select the option that works best for you, based on how often you’ll be able
to check your Google Alerts.
Next, you’d select whether or not you want to receive “Only the best results” or
“All results”.
The option that you select here will depend upon how many different search
terms you set up in Google Alerts.
You can set up Google Alerts for up to 1,000 different search terms.
You might find that if you choose to receive alerts on “All results” that it
becomes too cumbersome to sort through all of the results you receive.
On the other hand, if you select, “Only the best results”, you might find that you
don’t receive any alerts at all. Ultimately, this is an option that you’ll have to test
out and see which one works best for you and the search terms that you choose
to receive alerts for.
The last thing you’ll need to enter is the email address where you’d like
the Google Alerts sent to.
It’s important to keep in mind that you probably aren’t going to want to use
your main email address, for receiving your Google Alerts.

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The reason why is because you could end up getting tons of Google Alerts each
day or each week. In turn, this could make it difficult for you to find other, more
urgent emails that you receive. The best thing to do is to have your Google Alerts
sent to a secondary email address that you set up specifically to receive Google
Alerts.
When used correctly, Google Alerts can be an extremely powerful, free tool for
businesses.
As you can see, not only does Google Alerts allow you to find the people who
are actively searching for your products and services, but they will send you an
email alert, directly to any email address that you specify, each time something
that’s relevant to your business goes online.
If you’ve spent any amount of time or money investing in expensive newspaper
ads, trying to actively reach out to the people who are interested in your
products and services, you likely have an appreciation for this free tool.
It is indeed a very powerful thing when you can receive a Google Alert, anytime
someone expresses an interest in the products or services that your company
can provide to them.
In this regard, Google Alerts has turned the entire premise of traditional
advertising upside down.
In other words, instead of having to pay to “push” your advertisement out to
people, who may or may not be interested in what you have to offer, Google
Alerts sends those people to your email inbox!

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In addition to Google alerts, there is also another powerful tool that can help
you to monetize your Facebook profile called Profile Profit Machine.
Twitter is also a massive social media site, with millions of people who are
interested in millions of different things.
When used correctly, Twitter can provide you with a huge resource of
customers who are actively looking for your company’s products and services.
For businesses, the most powerful feature of Twitter is its search function. This
search feature works in a very similar way to Google Alerts. The only difference,
of course, is that if you run a search on Twitter, it will search for related “tweets”
that people have written on Twitter.
At first, it may not seem like a big deal to be able to see what other people are
tweeting about on Twitter.
When you consider the fact that you could type in your company’s products or
services and your city name, though, you should begin to see how Twitter can
be an absolute gold mine of new customers and prospects, who are actively
seeking out your products and services!
For example, let’s say that you’re a Real Estate Agent in Houston, Texas. Just one
very simple search you could type into the Twitter search bar would be, “looking
for a house in Houston”.
Obviously, a good number of the tweets will be ads from other Real Estate
Agents in Houston, who may have tweeted things like, “Are you looking for a
house in Houston? Call me!”

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Nevertheless, you can also find tweets from people who are actually looking to
buy or rent a house in Houston.
This one simple search feature on Twitter can literally be a goldmine of new
customers for many businesses.
While this tip might seem extremely simple – because it is – it is very often the
simple things like this that can reap huge rewards, for the businesses that take
advantage of these highly targeted prospects!
Of course, there are tons and tons of different types of searches that you could
enter into Twitter’s search feature, to find people in your area, who are actively
searching for your products and services.
When you really start to think about all of the different ways that people will
express an interest in your company’s products and services on Twitter, it
becomes clear that the possibilities are endless with this very simple, free tool!
Again, consider the fact that a traditional, expensive advertisement will go out
to hundreds or thousands of people, with the hope of finding that small
percentage of people who are looking for your products and services.
Now, compare that expensive advertisement to this completely free search tool
on Twitter, which only finds you the people who are actively expressing an
interest in your products and services, in their Twitter tweets.
A good analogy, to contrast running an expensive newspaper advertisement
and using Twitter’s free search tool, is the following:
It’s like choosing between paying thousands of dollars to try to find a needle
in a hay stack (the expensive ad), versus going to a store that is giving away

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the same needles for free (the free Twitter search tool that shows you people
who are expressing an interest in your company’s products and services).
Obviously, if you’re going to take advantage of Twitter’s search tool, you’ll have
to create a free Twitter account.
Signing up to Twitter is as easy as choosing a username, providing your email
address, and selecting a password. For your username, you may want to select
the name of your company.
Alternatively, you could make your username something that describes the
benefits that your company provides. As an example, if you’re a DJ that’s based
out of New York City, you might want to select a Twitter username such as
BESTNYCDJ.
This way, if you reply to a tweet, from someone who mentions that they’re
looking for a DJ in New York, they’ll see that you’re someone who provides
exactly what they’re looking for, just by seeing your Twitter username.
Unlike Google Alerts, the Twitter search function, by itself, has a couple of
major limitations.
First, you don’t have the ability to receive email alerts, if someone tweets a term
that you’d like to be notified about. This means that if you were to just use the
Twitter search function on its own, you’d only be able to benefit from it by
constantly running searches on Twitter.
Obviously, this could take you hours upon hours each day, just to try and find
people who are tweeting about looking for your company’s products and

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services. The second disadvantage to the Twitter search tool, when used by
itself, is the fact that you can only search for one term at a time.
Unlike Google Alerts, where you can set up 1,000 different search terms to
receive alerts on, the Twitter search tool works more like a traditional online
search, where you can only run a search for one term at a time.
Fortunately, there is an amazing tool that solves all of these limitations of the
Twitter search tool. The tool is called Social pilot.
While this tool actually does several amazing things, its ability to track and log
multiple search terms as a time, as people tweet about them, is the feature that
we’re most excited about.
In the same way that Google Alerts will email you, Social pilot will automatically
add someone’s tweet to your social pilot “dashboard”, if their tweet includes
any of the search terms that you set up in social pilot.
With this feature, you won’t have to sit at your computer for hours, running
countless searches on Twitter, trying to find people who are tweeting about
things related to your business. Instead, those relevant tweets will automatically
be sent to your social pilot dashboard, as people type tweets that include the
search terms that you specify.
If you’d like, you can even set up an audio alert to sound on your computer, if a
tweet comes in to your Social pilot dashboard, which contains a search term that
you specified.

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This audio alert feature will make it very easy for you to be the first one to
respond, if someone tweets that they’re looking for your company’s products
and services.
With over 200,000,000 active users, your company simply can’t afford to miss
out on all of the people who could be tweeting about looking for the products
and services that your company offers.
By combining the Twitter search tool with Social pilot’s ability to send you those
targeted search results, directly to your computer, you can allow interested
prospects to be sent directly to your computer.
Again, this is a far more targeted and cost-effective option, as compared to
investing hundreds or thousands of dollars into one-time ads, in the hope of
trying to acquire new customers.
To learn more about Social pilot, CLICK HERE.
Congratulations on now learning about these very powerful and easy-to-use
tools, which will enable you to harness the true power of social media.
Being able to receive Google Alerts and tweets, in real-time, from people who
are actively expressing an interest in your company’s products and services will
give you a major advantage over the majority of companies, who are not familiar
with these extremely powerful tools.
Get Instant Access To 200 Powerful Social Media Marketing Tactics, To
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Steps #5: Leveraging Authority Sites to Generate Viral Traffic
In the last couple of lessons, we discussed the power of growing your customer
and prospect list by leveraging social media sites. While social media, by itself,
is an extremely powerful channel for growing your business, you can add
another “ingredient”, into the mix, to create even more powerful results.
Specifically, you can take advantage of popular, interesting, or funny stories and
videos.
By using the strategy we’re about to teach you, you can grow your own customer
base by simply leveraging popular content, such as funny videos, interesting
articles, and popular stories on other websites!
By using a very simple piece of software, known as a WordPress plugin, your
company can benefit from popular online content.
In order to do this effectively, you’ll first want to consider who your customers
typically are. For example, does your customer base generally consist of
teenagers, senior citizens, parents, pregnant women, single people in their 20’s
and 30’s, etc.?
Of course, your business may appeal to more than just one age group and
demographic, which is great because then you can take advantage of even more
popular news stories and topics that appeal to all of those groups.
If you’re a local business, perhaps your customers all reside within a particular
geographic area. If that’s the case, you could benefit from popular news stories
and topics that are relevant to your specific city or region.

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You’re probably wondering exactly how your business can benefit from stories
and videos that are popular on other websites.
As we alluded to above, there is a very simple, yet powerful piece of
software/plugin that you can add to your website or blog. This software will
enable you to have the message of your choice appear, when you send people
to a popular story or video that lots of people would be interested in.
You might be wondering why you’d want to send people to another website to
begin with.
Well, in essence, you won’t actually be sending people to another website.
Instead, you’ll just be leveraging the popularity and authority of a popular story
or popular video that is somewhere else on the web.
Ultimately, though, you will have total control over any message that you’d like
to appear, while people are checking out the popular story or funny video that
you referred them to.
To illustrate how this method works and why it’s so powerful, let’s use a fitness
center as an example.
Let’s say that they are looking to attract new members to join their gym. The
fitness center could simply do a quick search, for a funny video of someone
working out, or just doing something that looks silly, impressive, etc., which is
related to fitness in one way or another.
Next, the fitness center could set up a special offer to join their gym, which will
appear during or after people watch the funny video that the fitness center
sends them to.

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The fitness center could then just use this software, to set it all up, and post it
on their Facebook page. The end result would be that when anyone clicked on
that link, to view the funny video, the fitness center’s special offer could appear,
at a time specified by the fitness center.
For example, if the video is 30 seconds long, the fitness center could have their
special offer appear at exactly 30 seconds!
This way, the person will be able to see the funny video that they want to see,
without interruption, and the fitness center will be able to have their offer
appear at the perfect time.
There’s even an option in the software, where you can choose to have a message
appear if someone goes to click away early, before your company’s message is
timed to appear!
Perhaps you’re wondering, in the example above, why the fitness center
wouldn’t just post their special offer or invitation to join their mailing list right
on their Facebook page, without sending people to the funny video.
There are a couple of important reasons why it can be more effective to use this
approach.
First, when you have Facebook page for your business, you don’t want to appear
as though you’re constantly just advertising to your customers and prospects.
Otherwise, the people who are fans of your Facebook page won’t feel that
they’re getting any value from being a fan of your Facebook page.
In other words, they’ll just feel that you’re always trying to sell them things.

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On the other hand, if you post an interesting or funny story or video, your fans
will be more likely to remain your fans, if they enjoy the content that you share
with them.
This is the best of both worlds, because you can still present them with a special
offer or invitation to join your mailing list, while they’re reading the article or
after they view the video that you share with them.
Providing valuable content to your customers and prospects, while also giving
them an opportunity to receive a special offer from you – or join your mailing
list – is a win-win for you and your fans!
The other, huge advantage to this approach is that it can help you to create a
“viral buzz” around your business.
For example, if you find a story or video that a lot of people would want to share
with one another, you would simply set it up with the software, so that your
offer appears when people click on this content that’s likely to go viral.
You then just post this story or video, which people will be likely to “Share” and
“Like”, on your Facebook fan page.
As more of your fans “Share” and “Like” the popular story or video that you post
on your company’s Facebook fan page, their Facebook friends will see that they
liked or shared the story.
In turn, there’s a very good chance that they will also click on the story or video.
Of course, when they click on the popular story or video that you posted, your
special offer or email sign-up form will appear for them too!

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Essentially, by posting other interesting and funny stories or videos on your
company’s Facebook fan page, there’s a far greater likelihood of people “Liking”
and “Sharing” it with their Facebook friends, as compared to if you just posted
an advertisement for your company directly on your Facebook fan page.
Of course, you could try to build a viral buzz solely around things that only have
to do with your company, and not connect to anyone else’s popular stories or
videos.
Eventually, though, you may find that it’s difficult to keep generating free, viral
traffic by only sharing offers and information that is related to your company.
With so many interesting stories and popular videos that people naturally want
to share with each other, you can easily capitalize on these stories and videos
that are already going viral or have the potential to do so.
Having the ability to then make an offer or invite people to join your mailing list,
while people are reading a popular story or watching a popular video, is just
smart marketing. One very effective software I would recommend for this is
called Snip.ly.
We realize that this entire process may sound a bit confusing, if you’ve never
done anything like this before.
For this reason, we’ve outlined the specific steps that can allow you to generate
viral traffic to your offers, with the method we’ve described above:
1.) You find a popular, interesting, or funny article or video online. It’s best to
find something that is either related to your type of business or something

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that is likely to appeal to your customer demographics (e.g. teens, women,
men, married couples, brides-to-be, golfers, fitness enthusiasts, etc.).
You can find these types of stories or videos by simply doing an online search
for things related to your business or your company’s products and services.
You could even add words like “funny”, “amazing”, “hysterical”, “scary”,
“unbelievable”, etc. to your search, to find things that people will be very
likely to want to share with one another.
For example, if you own a shop that sells wedding dresses, you could do a
simple online search for things like, “hysterical bride and groom”, “funny
wedding dance”, “unbelievable wedding speech”, etc.
Online searches like these are certain to bring up stories and videos that
people will want to “Like” and “Share” with their Facebook friends.
2.) After you find a popular, interesting, or funny story or video that would
appeal to your customer base, you would simply follow the software
instructions, to combine this popular video or story with an offer that you’d
like to appear, when people are viewing the content that you send them to.
The software provides extremely detailed instructions on how to set this all
up, so that even a non-technical person can follow the steps!
3.) Once your special offer or invitation to join your mailing list is set up to
appear, with the content you send people to, you would simply post the link
that the software gives you, onto your Facebook fan page.

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You could also send this link out to your existing email subscribers or Twitter
followers.
Posting the link on Facebook is a particularly good idea, though, since people are
so accustomed to “Liking” and “Sharing” these types of things with their friends.
4.) Watch the “viral effect” take place as you gain more Facebook fans and, in
turn, more customers! Of course, some of these fun little viral campaigns
that you set up may work better than others.
The beauty of this strategy, though, is that the internet has an almost endless
supply of popular, interesting, and funny stories and videos, with more great
content being added online every minute of the day!
Another thing to keep in mind is the following: As your number of Facebook fans
grows, the “viral effect” of posting these types of articles and videos is likely to
become more and more powerful each time.
In other words, since your Facebook fans should grow in number over time,
this should also result in more people who will be likely to share any articles or
videos that you post to your fan page.
In turn, your results with this strategy could quickly snowball, as your Facebook
fans increase and share your content with their friends, who then share your
posts with their friends, and so on!
Have lots of fun with this method! Just be aware, though, that the fun of posting
content that goes viral can get addictive, as you see your fans and customers
increase, whenever you post popular, interesting, and funny content onto your
fan page!

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CLICK HERE to check out this amazing piece of software, which truly has the
potential to start growing your fan base and customer base, starting today:

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Step #6: Protecting Your Company’s Online Reputation
Up until this point, we’ve talked about many of the positive aspects of internet
marketing and social media platforms. We’ve also gone into substantial detail
on how you can use these interactive social media platforms to engage your
customers and prospects. We would be remiss, however, if we did not address
the very real, “dark side” to online marketing and social media.
Unlike any other time in history, consumers now have a voice that is more
powerful than ever.
Specifically, customers and clients have “carte blanche” when it comes to saying
good or bad things, about businesses, online.
Whether your business participates in online marketing and social media
marketing or not, one thing is guaranteed:
Your customers will definitely be talking about your business online –
especially if they have a positive or negative experience with your company.
If you’re one of the rare businesses who does not yet have some of your
customers talking about your company online, it’s very important to come to
terms with the fact that this is going to happen eventually, whether you want it
to or not.
We now live in a world where anyone can say just about anything that they want
to say online. People no longer need to be an authority figure to have an
influential voice.

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Unfortunately, even if your business is doing everything right, we all know that
it’s impossible to please everybody 100% of the time.
To make matters worse, unethical competitors could even say negative things
online, about your company, using an anonymous or fictitious name. It’s very
easy for anyone to pretend to be a consumer or client who had a bad experience
with your business.
When you consider the fact that we live in a world where anyone can make any
online comment that they want to make about a business, while being
completely anonymous themselves, it becomes clear that protecting your
company’s reputation is not an option, but rather a requirement.
There are several options available to you, when it comes to managing your
company’s reputation online.
First, you could hire a firm to manage this for you.
Yes, believe it or not, there are entire companies dedicated to the sole task of
protecting the online reputations of other companies.
These firms, commonly known as Reputation Management companies, know
how to implement the most effective strategies for protecting a company’s
online reputation.
Specifically, these companies are proficient in monitoring your company’s
online reputation, across the vast number of websites where your company’s
online reputation could be compromised.
Many of these companies use highly proprietary method for protecting and
managing their clients’ online reputations.

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As you may realize, it only takes one anonymous person to post something
negative about your company online, for it to have a major impact on your
business.
Of course, the best way to protect your company’s online reputation is to do
everything that is reasonably within your power to keep your customers and
clients happy.
If your company slips up in some way, and this results in a customer or client
having a bad experience, it’s important that you take steps to rectify the
situation with the customer or client.
More importantly, it’s critical to resolve things in a way that exceeds the
customer’s or client’s expectations.
When your business goes above and beyond, to resolve issues that were initially
negative, you could actually turn a negative experience into a positive one for
your customers and clients.
Obviously, avoiding negative situations in the first place is the best way to avoid
a potentially negative online review of your business.
Since no business is perfect with everyone, though, it’s critical for your business
to have a system in place, for resolving issues, directly with unhappy
customers.
It’s not enough for only you and your upper management to be aware of your
strategies for resolving negative customer experiences.
In many cases, you and your upper management will not become aware of a
negative experience that a customer had until you read their negative

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comments about your company online. As we alluded to above, most people
will make their comments anonymously.
This often means that there’s usually no way to properly resolve a negative
experience, by the time you end up reading about it in a negative online review
or online post about your company.
It is absolutely essential that all of your employees, who interact directly with
your customers, are trained on your company’s procedures for resolving
negative experiences that your customers have.
Of course, in order to help ensure that your customers have a positive
experience with your company, it’s vital that your employees, who interact with
your customers, don’t do or say things that will result in the customer having a
negative experience.
A company could spend millions of dollars on advertising, marketing, providing
the best product in your industry, and even hiring the best Reputation
Management firm in the world.
At the end of the day, though, if your employees are treating your customers
poorly, or they are not properly doing their jobs, your company is going to have
a major problem trying to manage your online reputation.
It is critical, therefore, for you to know exactly how your employees are treating
your customers.
Here’s a quick list of questions that you should ask yourself, to determine if you
may have a potential problem on your hands, when it comes to your company’s
online reputation.

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These questions apply to you, your managers, and any employees who interact
with your customers in person, over the phone, via email, or through any other
form of communication that your company employs for customer interactions:
Are they polite?
Do they smile?
Do they thank your customers when your customers make purchases with you?
Are they effective in providing the products and services that the customers
have paid for?
Do they get back to your customers quickly, on matters that require a response?
Are they knowledgeable about your company’s products and services, in case
the customer has a question?
Do they know how to handle things when the customer is not happy with
something, so that your company stands the greatest chance possible of turning
a negative experience into a positive experience?
Do they understand the importance of reporting any negative situations, so that
you can be made aware of it, before it’s too late to resolve things?
Of course, this is just a sampling of general questions that can apply to just about
any type of business. You will likely have additional criteria and questions that
you can ask yourself, to determine how to avert potential problems for your
specific type of business.
For example, if you own a business that customers walk into, you may want to
ask yourself these questions:

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Is your store clean?
Are the bathrooms clean?
Do you stock the products that you advertise?
Do customers have to hunt down your employees for help?
If your business involves going to the location of your customers for
appointments, here are some other questions to take into consideration:
Are your employees neat and clean when they arrive at the customer’s location?
Do they arrive on time?
Do they leave at the time that they’re supposed to leave or are they leaving too
early or too late?
Do they perform the services or deliver the products to the customer’s location
in a timely manner?
Do they leave the customer’s location in the same condition that it was in before
they got there or do they leave a mess behind?
When they’re driving to and from the customer’s location, do they drive safely
or aggressively?
Clearly, many of these questions are common sense oriented. Basically, you
need to put yourself in the position of the customer and consider the various
things that you would want if you were a customer of your business.

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Out of all of the things to consider, keep the following in mind: Many
businesses greatly underestimate the importance of providing experiences
that exceed the expectations of their customers.
It’s unfortunate to think about how much time, money, and sacrifice goes into
starting businesses, where there are employees who treat customers rudely.
Similarly, it’s a shame to think about situations where so much time and effort
goes into getting a new customer in the door, but then the customer is unable
to get what they want, due to the employee not being trained properly, or some
other circumstance that prevents a transaction from occurring.
It’s also too common these days for customers to walk into a store, pay for a
product, and never receive a thank you or a smile from an employee.
Something as simple as failing to thank your customers for their business can
result in a reputation management nightmare for businesses.
By the same token, the fact that so many businesses fail to train their employees,
in this area of common courtesy, can be a huge opportunity for your company.
If each of your employees were trained to give a warm smile and welcome to
your customers and thank them for their business at the time of purchase, this
small gesture alone would give you a major advantage over the majority of
businesses, who do not instil these values in their employees.
If you’re the owner or a member of your company’s management team, you’re
not going to be able to properly monitor this yourself.

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In other words, many employees have a tendency to suddenly remember all
of the things they’re supposed to do, the moment the owner or manager is in
their presence.
With this in mind, it’s a good idea to have someone else, whom your
employees don’t recognize, go through the entire experience that a typical
customer goes through. After someone else has done this, you can ask them
questions, such as the ones we’ve stated above, to determine how good or bad
their experience was.
You may also want to let your employees know that your company will be
conducting regular, “mystery shopper” exercises, with the help of others who
will be posing as customers.
Obviously, when you send your mystery shoppers in to make a purchase, you do
not want any member of management, or any owners, within view of the
employees.
In other words, you want to find out, directly from your mystery shoppers,
exactly how your employees behave when you’re not there (assuming that there
are times when you’re not in the presence of your employees).
Something else that you could do to stay in the loop, with regard to how your
customers feel about doing business with you, is to survey them.
These surveys can be sent out to your email list, sent through the postal mail,
conducted right at your place of business, or they can take place over the phone.
The survey questions can include many of the questions that we’ve listed above.

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You should also include an area, on your survey, which allows the customer to
write out, in their own words, anything else that they would like to share about
their experience.
When you include an area on your surveys, for your customers to express their
own thoughts, in their own words, about their experience with your company,
you could end up learning completely new things, positive or negative, that you
never even considered.
Many companies that conduct surveys make the mistake of only including
multiple choice questions, or they’ll ask their customers to “rate” their
experience on a numeric scale, for only the things that the company chooses to
question the customer about.
A huge opportunity is missed when your surveys do not allow the customers to
tell you, in their own words, the things that were good or bad about their
experience with your company.
The above suggestions cover several effective ways for you to identify and
resolve problems, before they get out of control.
You may also want to take other proactive steps, to manage your company’s
online reputation, and see what other people are saying about your business.
While there are many different services and tools available, which enable you to
see what others are saying about your company and proactively deal with
negative reviews, we encourage you to check out the following resource
first: Reputation Management Solutions

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With so many companies fighting for market share, and doing whatever they
can do to get new customers in the door, most companies are doing nothing to
protect their reputations.
In business, a company’s reputation can be its most valuable asset.
Unfortunately, for most companies, they do not know how to protect their
reputation or take the proper steps when their reputation is compromised.
The resource we’ve recommended above will give you a massive advantage,
when it comes to managing your company’s online reputation.
Please just keep in mind, though, that even if you have the best reputation
management resources at your disposable, you absolutely must take positive
steps, to help ensure a positive customer experience.
In the same way that your business could be hurt by too many people saying bad
things about your business, your business could also reap huge financial
rewards, if people can’t help but rave about how impressed they were by your
business and your employees.
In many regards, creating an experience that exceeds your customers’
expectations is just common sense and a matter of paying attention to the finer
details.
Just be sure, though, that those finer details are, in fact, given the proper
attention.
If you implement some of these strategies, your business could truly gain a
huge advantage over the many companies that do not understand how vital it
is to provide an exceptional customer experience.

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Step #7: How to Write and Submit a Press Release for Free
Publicity
Today we’re going to discuss a rather well-known, but under-used form of
marketing: Press Releases! A press release is typically a written document that
is sent to editors or other related media staff members, to let them know about
a newsworthy topic.
The idea, of course, is to provide these people in the media with stories that
they’ll report on.
Ideally, this creates a win-win for your business and the media company: The
media company gets content for a news story, while your business reaps the
financial rewards of the free publicity.
When used in the offline business world, press releases can garner free publicity
for your company in newspapers, magazines, and on television and radio
stations.
Advertising in a newspaper, magazine, on TV, or radio could easily run into the
tens of thousands of dollars. With this in mind, it quickly becomes apparent why
this free form of promotion can be highly beneficial and profitable to the
company or companies featured in the news story.
It should also be noted that prospective customers and clients of your business
regard news stories as being far more credible than traditional
advertisements, which are notorious for making over-hyped claims.
Additionally, people have a subconscious tendency to mentally block out
advertisements, due to being bombarded with so many advertisements on a

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daily basis. On the other hand, people actively seek out news events and recent
headlines.
In general, news stories simply have a far more credible feel to them and they
are much more likely to get the attention of viewers and readers.
It’s no wonder why so many companies are willing to pay PR firms large sums of
money, simply for the possibility of getting major news coverage.
The internet has greatly levelled the “press release playing field”, allowing
small businesses to get noticed far more easily, through press releases.
Additionally, with many do-it-yourself tools, businesses can now submit many
press releases, to multiple news sources at once.
Things have certainly come a long way since the days when businesses would
have to hire an expensive PR firm, who would then fax out a press release to one
news organization at a time.
Prior to sending out a press release, though, it’s important to understand that
press releases need to be written in a specific format.
In order to have the greatest likelihood of having your press release “picked up”
by a media outlet, it’s critical to follow the proper formatting, when preparing
your press release.
Press releases that are not written in the proper format will not even be read,
let alone considered for publication.

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It’s vital to understand that media companies receive large volumes of press
releases each day. In turn, they only choose from the best press releases that
they receive.
Below, we’ve included a sample press release, to show you the proper
formatting, followed by important notes that detail the important elements that
we’ve included in this sample:
YOUR COMPANY LOGO HERE WITH YOUR COMPANY ADDRESS
DATE HERE
FOR IMMEDIATE RELEASE
CONTACT: Firstname Lastname, Job Title of this contact person here
Email address and/or phone number of the contact person listed above
TITLE OF YOUR PRESS RELEASE HERE
City, Two-Letter State Abbreviation – In this first paragraph of your press
release, you should provide the introduction. This introduction should consist
of a general overview of what your press release is about.
Do not, under any circumstances use salesy wording or plugs for your
company in the body of your press release.
Your company will not get the publicity you’re aiming for, if you attempt to
promote yourself here.
This is a good place to go over the general “when” and “what” of your press
release.

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In this paragraph, stick to the facts. State the dates that pertain to the
newsworthy event in your press release.
For example, if your restaurant will be hosting an event for small businesses, on
specific dates, list those dates here. You can also state the general purpose and
objective of the event here.
In this paragraph, you want to start to get into the more specific details of your
newsworthy event.
If your business is hosting a special event, you want to get into the more granular
specifics of what the event will be about here. If food will be served, you can
mention that here.
If there will be specific industry experts at your event, you can mention that here
too, along with the specific dates when those people will be at your event, if
your event takes place over more than one day.
This paragraph should include the primary features of your newsworthy topic.
In this paragraph, it’s best to discuss some of the secondary aspects of your
newsworthy topic.
For example, will your event’s attendees receive special “door prizes” or other
complimentary items as part of this event? Will other “side events’ also be
taking place during breaks or in other areas, in conjunction with the main
event?
In general, this paragraph should just provide supporting details of your
newsworthy topic.
This paragraph should include factual information about your company.

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Specifically, how long has your company been in business, what are the
primary functions of your company, and what products and services do you
provide to your customers or clients?
Again, avoid selling yourself. Stick to the facts about your company. The
promotion will come when and if you get featured in the media.
This final line should just include where people can go to learn more about
the topic discussed in this press release, such as a web page or Facebook
page you’ve set up, related to the topic.
The above example includes all of the important elements of a properly
formatted press release. Let’s discuss each of these elements in more detail, so
that you’ll better understand how to use this formatting for your specific
purposes.
First, your company logo with your company address should appear at the top
of the page.
Ideally, if you have company letterhead with your logo and contact information
already on your letterhead, that’s the best type of paper to type your press
release on.
Your official logo and letterhead, at the top of the page, allows the media
company to see that this is a press release that came directly from your
company.
The first line, directly under your company logo, should be the date that you
are submitting the press release to the media company.

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This way, when your press release gets into the hands of the right person, they
will be able to see when the press release was submitted, to determine if the
content and topic is fairly recent.
Underneath the date of your press release should be the words “FOR
IMMEDIATE RELEASE” in all capital letters.
This lets the media company know that they can publish the story immediately.
Ideally, you want to provide media companies with this ability to publish your
story as soon as possible.
Otherwise, if you place restrictions on when your story can be published, you’ll
greatly reduce your chances of having your story used. Keep in mind that media
companies have many things on their publishing and broadcast schedule.
As such, you’ll greatly diminish your chances of being worked into their
schedule if you can only have your story published or broadcast on certain
dates.
Nevertheless, if it is completely unavoidable to include the “FOR IMMEDIATE
RELEASE” permission, this line should instead say, “HOLD FOR RELEASE UNTIL
[DATE]”.
If you have no other choice but to include this “HOLD FOR RELEASE UNTIL
[DATE]” instruction, just be sure to submit your press release well in advance of
the date you specify for release.
The more notice that you can give a media company, the better chance they’ll
be able to fit your news story into their schedule.

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Underneath your release instructions, you should include the contact
information of the person at your company, who can be reached about this
particular story.
It should be formatted exactly as shown in the example above, with the word
“CONTACT:” followed by your contact person’s first and last name, a comma,
and their job title at your company.
This section should also include the phone number and email address of your
contact person. If the media company likes your story, they’re going to want to
speak with someone at your company, so this information is absolutely
essential.
The next item to include in your press release is your headline.
This headline should be in all capital letters. Unlike headlines in advertisements
and marketing materials, this headline should not be salesy or hypey in any way
whatsoever.
The headline should simply sum up exactly what the press release is about. This
headline should read more like the headline of an article that you would see in
a newspaper.
In keeping with the press release example above, let’s assume that your
business will be hosting an event for other small businesses in the area.
The following are examples of bad headlines and good headlines that you could
use for your event:

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Bad Press Release Headline Examples
10% SAVINGS ON ALL MEALS TO BE SERVED AT ABC RESTAURANT’S BUSINESS
NETWORKING EVENT
ATTRACT TONS OF NEW CUSTOMERS AND CLIENTS WITHIN TWO HOURS, BY
ATTENDING ABC RESTAURANT’S BUSINESS NETWORKING EVENT
LEAVE YOUR COMPETITION IN THE DUST BY ATTENDING ABC RESTAURANT’S
BUSINESS NETWORKING EVENT
Good Press Release Headline Examples
BUSINESS NETWORKING EVENT TO BE HELD AT ABC RESTAURANT
TWO-DAY BUSINESS NETWORKING TO TAKE PLACE AT ABC RESTAURANT
ABC RESTAURANT TO HOST BUSINESS NETWORKING EVENT
As you can see, the “good” press release headlines are much more matter of
fact than the hyped-up “bad” examples.
Of course, this is exactly the opposite of what you attempt to do in
advertisements and marketing pieces, where the focus needs to be on
emphasizing the benefits to the customer.
Keep in mind that these press releases are not being sent to your customers,
but rather to members of the media, who are simply trying to determine if your
press release will be newsworthy.
Hyped up headlines will be thrown in the trash, while factual, interesting
headlines stand a far better chance of being published.

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After your headline, your first paragraph, otherwise known as the “lead”
paragraph, is the next element to include in your press release.
As shown in the example above, you’ll start the first paragraph with the city and
state abbreviation of your company’s location. This city and state abbreviation
should be italicized, as shown, followed by a dash, and then the first sentence
of your paragraph.
This introductory/lead paragraph should be a general overview of your topic.
Specifically, this is the paragraph where you should include the “who”, “what”,
“where”, “when”, and “how”.
When writing your press release, it’s very important to write it in the 3rd
person. In other words, the press release should not include words like, “we”,
“I”, “we’ve”, “we’re”, “I’ve”, or “I’d”.
The press release should be written as if a reporter has written the press release,
not someone within your company.
Here are some bad and good examples of how to word your press release. You’ll
notice that the wording in the “bad” examples is written in the first person,
whereas the wording in the “good” examples is written in the correct, third
person format:
Bad Examples of How to Word a Press Release (What Not to Do):
We will be hosting a networking event at ABC Restaurant, for small businesses
in our local community.
We will be serving complimentary coffee and dessert at our networking event.

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We will be providing small businesses with an opportunity to get to know one
another.
Good Examples of How to Word a Press Release (What to Do):
ABC Restaurant will be hosting a networking event, for small businesses in the
local community.
Complimentary coffee and dessert will be served at the event.
The event will provide small businesses with an opportunity to get to know one
another.
After your lead paragraph, the subsequent paragraphs should simply go into
more detail about the “who”, “what”, “where”, “when”, and “how”.
The second paragraph should talk about the main features of the story. The
paragraphs that follow the second paragraph should discuss the secondary
features of your story.
The last paragraph of your press release should be factual information about
your company.
Facts such as how long you’ve been in business, where you’re located, and the
general products and services you provide to the community should be included
in this paragraph. Again, this paragraph needs to be written in the third person,
as if a reporter is describing your business in an article.
This final paragraph is commonly referred to as the “boilerplate”, because it
includes standard information about your company, which you should be able
to include in any press release that you submit.

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In other words, this final paragraph should only include the basic facts about
your company, without including any details about the specific press release
itself.
Underneath the final paragraph, you can include one more line about how
people can contact you or how they can get more information about the topic
discussed in the press release.
A simple line such as: “For more information, visit
www.ABCRestaurantofHouston.com/BusinessNetworkingEvent or call (555)
555-5555.” is all you want to include in this final line.
Underneath the final line of your press release, you should include the three
hash marks, as shown in the example above: ### These three hash marks
show that there are no additional pages to the press release.
If your press release was, for example, two pages, the bottom of the first page
should have one of the following two notations at the bottom of the page:
##more##
or
-more-
Then, the bottom of your second and final page would have ###.
Keep in mind, though, that your press release should generally be about one
page. You want to keep things brief and to the point. Always keep in mind that
you’re not trying to sell the reporter or media company on the actual benefits
of your company’s products and services.

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The objective of your press release is simply to provide the reporter or media
company with the facts that will allow them to determine if your topic will be a
newsworthy subject for their audience.
Also, just keep in mind that your press release does not need to be the most
earth-shattering news.
Of course, the more interesting your story is the better. At the same time
though, remember that media companies must constantly provide fresh content
and new stories to their audience.
If your business acquires a new piece of equipment that uses some interesting,
new technology, if you’ve added some exciting new products and services to
offer your customers, or if you opened a new location that will be more
convenient to the general public, these are all things that a media company in
your market might want to do a story on.
Another good tip to keep in mind is that you don’t want to constantly bombard
your local community’s media companies with a barrage of press releases,
which they’re not likely to be interested in.
Otherwise, you could start to develop a reputation, with key media contacts in
your local market, as someone who is constantly hounding them, just to get
some free publicity for your company.
On the other hand, when you submit high quality press releases, that members
of the media are somewhat likely to have an interest in, you will be able to build
good relationships with these important media contacts in your market.

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If you regularly watch your local or regional news, you may notice that certain
businesses are often featured on a repeat basis.
You can be sure that the reason why the same companies are often featured is
because they have properly cultivated relationships with their local media, by
providing newsworthy topics of value.
By providing value, to your market’s media contacts, you could end up getting
ongoing, free publicity that is worth its weight in gold.
In addition to the enormous offline benefits that can be derived from
submitting press releases, there are substantial advantages to submitting your
press releases to online-based news and media groups.
Inarguably, the internet is one of the primary ways that people get their
information. Even if you’re a local, offline business, there are still people in your
local market who use the internet.
Making your press releases available to online media, therefore, is equally as
important to offline businesses, as it is to businesses that are solely online-
based.
Another, less understood benefit to submitting online press releases is the fact
that the major search engines generally love press releases. Specifically, the
search engines often give much greater weight to a news story, as opposed to
a web page or website that is more promotional in nature.
Search engines are rather similar to local newspapers and offline media
companies in the sense that they are committed to providing a high quality user

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experience. In other words, the major search engines, just like any local town’s
newspaper, want to provide their audience with high quality content.
They both realize that if they only provide advertisements and promotional
messages to their audience, they will eventually lose their entire audience.
Providing quality content, therefore, is the primary goal of offline media
companies, online media companies, and even the major search engines!
Distributing your press releases online, therefore, is equally, if not more
important, than distributing it through offline means, irrespective of whether
you’re an online or an offline company.
It should also be noted that the process of submitting press releases online has
been greatly simplified.
As mentioned at the beginning of this lesson, there are some incredible, dirt-
cheap tools that can greatly ease the process of submitting your company’s
press releases. To learn more about these excellent tools, click the links below:
https://www.newswire.com
https://www.24-7pressrelease.com/
https://www.ereleases.com/
https://www.issuewire.com/
http://www.ibwire.com/
https://www.prdistribution.com/

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Step #8: Search Engine Optimization & Tracking Website Traffic
In this lesson, we’re going to talk about two topics that are somewhat related:
Search Engine Optimization (“SEO”) and Website Tracking.
With regard to search engine optimization, we recognize the fact that the great
majority of you will not have the time or the inclination to personally perform
the tasks we’re about to describe to you.
Additionally, the “best practices” for search engine optimization are constantly
evolving. The SEO activities that might help your business today could actually
hurt your business tomorrow.
Prescribing a specific set of procedures, therefore, could easily become
outdated at any point in time.
With that in mind, our primary objective is to provide you with an overview of
what search engine optimization is and how it works.
We’ll then discuss whether or not it would make sense for your particular
business to pursue a search engine optimization strategy.
If you come to the conclusion that it would make sense for you to take
advantage of the website traffic that can be obtained through search engine
optimization, we will provide you with some sensible solutions for achieving
that goal.
After we discuss search engine optimization, we will cover an absolutely vital
part of your business: tracking the activity of the people who visit your website.

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This key data can easily mean the difference between having a positive cash flow
or a negative cash flow.
In other words, if you don’t know the value of each of your website visitors, it
will be virtually impossible to determine how much time and/or money you
can afford to spend, to attract new customers to your website.
On the other hand, when you can see exactly what people are doing when they
go to your website (e.g. printing out a coupon, calling your company, filling out
your contact or “Request a Quote” form, etc.), you’ll have the vital data
necessary to grow your business in a way that will prevent you from over
spending, to acquire new customers or clients.
Before we get into this important topic of tracking, though, let’s cover search
engine optimization first:
Search Engine Optimization: An Overview
Search engine optimization is the area of internet marketing that focuses on
achieving a top position in the search engines, such as Google, Yahoo, and
Bing.
Of course, Google is the top search engine that the majority of people use
when searching for things online. In that regard, SEO Experts typically focus on
getting top rankings in Google.
The appeal behind search engine optimization is that it can be, in theory, a way
to receive lots of free website visitors (i.e. “traffic”) to your website, without
having to pay for advertising. Of course, “in theory” is the operative term, in the
preceding sentence.