May 08, 2002
Table of Contents
Quote of the Week
Staff Article -
LEARNING FROM THE SUCCESS OF OTHERS
Tip of the Week
Guest Article -
APPLYING PSYCHOLOGY TO INTERNET MARKETING
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Quote of the Week
The person who goes
farthest is generally the one who is willing to do and dare. The sure-thing
boat never gets far from shore.
- Dale Carnegie
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LEARNING FROM THE SUCCESS OF
by: Cary Christian
Every week I have the
opportunity to speak with someone who wants to expand their business
activities online. There is almost always a common thread among these
people: confusion about how to market their business to make it grow.
All of the marketing "gurus" will tell you that you need to read constantly.
Some will go so far as to say you need to read everything you can get your
hands on! I don't think I would go that far because there are "nuggets" out
there that aren't gold, if you get my drift.
But you do need to read, and most of you do. That is where the confusion
starts creeping in for some people. There are so many different ways to
market online and there are proponents lined up solidly behind each one of
them telling you that's the way to go.
I was thinking earlier about Gary Shawkey's and Brian Garvin's new book (our
featured resource this week. See above). It explains in detail how Brian
became the marketing dynamo he is and how you can use his experience to find
your own road to success. I'm not going to give away any of the contents of
the book here, but I do have some observations I've developed watching
Brian's rise to fame that I'd like to share with you.
Before I start, however, let me say that this article is not aimed only at
people who promote affiliate programs. Yes, Brian is known for his success
at promoting affiliate programs, but he makes twice as much per year
promoting his own more traditional businesses. So the marketing concepts in
play here are equally applicable to those of you who run more traditional
OBSERVATION 1 - DON'T MAKE UNFAIR COMPARISONS
My first observation is that you can't succeed if you're going to compare
yourself to Brian, or any other successful marketer, and tell yourself you
could never be like them. They all started from nothing and built their
businesses one piece at a time, and you can, too.
At the same time, don't tell yourself you can accomplish the same thing in
an unreasonably short period of time. You're being unfair to yourself either
People are generally an impatient lot. Many of those I have talked to have
read about someone achieving great things and they tend to believe they
should be able to do the same thing relatively quickly. As a result, they
try to do too many things at once. They lose organization and focus and
never seem to complete anything they start in a reasonable time period, or
they simply give up too soon. This type of activity fosters confusion more
than anything else.
Study the marketing techniques used by successful marketers and test them
thoroughly with your own products, services or programs. Once you begin
finding marketing sources that will work for you, begin implementing them
one at a time. Focus on each one and give it the full benefit of your
creativity and effort before moving on to another. Accept the fact that it
will take time and do your best to curb your impatience.
OBSERVATION 2 - UNDERSTAND THAT IT'S MORE THAN JUST MARKETING
No matter how good the marketing source is, you will not achieve the results
you are seeking if your product is not valuable and worthwhile to your
target market. It is your job to build this value first. Then marketing can
be used to create demand based on the value you've built into the product.
Be brutally honest with yourself when it comes to evaluating your own
products. This can be very difficult. Ask for the opinions of others and
steel yourself against feelings of resentment if their opinions aren't what
you want them to be. Take their criticisms and use them to make your
products the best on the market.
If you're selling other people's products, make sure you do your research
and be absolutely sure they're worthy of your time and energy. One thing you
will find common to the "gurus" you read about is that they rarely back a
poor product. On the rare occasion they have, they have lost money, too!
You also need to understand that these "gurus" have built a following. When
they introduce a product or start promoting a new program, lots of people
jump on the bandwagon with them simply because of who they are. You can
build this kind of following, too, but it will take time.
OBSERVATION 3 - LOOK FOR PARALLELS
Once a marketing "guru" tells all, remember that he has "told all" to many
thousands of other people like you. There will be tons of clones out there
doing exactly as the "guru" advised. They will find it doesn't work so well
simply because of the sheer numbers of people all using the same techniques,
and many of them for the same products.
Once all these golden nuggets are made public they lose some of their
effectiveness. But only if taken too literally! Use your creativity and draw
parallels instead. Understand why the "guru's" techniques work and develop
your own variations that are finely tuned to your product.
Understand also that you can learn from the success of others even if they
are selling vastly different products. Maybe you'll even learn more since
the product differences will force you to look for parallels.
OBSERVATION 4 - FIND A WAY TO DO THINGS DIFFERENTLY
We learned a lot by watching Brian with his marketing of the "Secrets of the
Big Dogs" program. For those of you who are not familiar with the program,
let me digress a moment.
The Big Dogs program centers around an ebook that provides marketing
training primarily on hosted FFA pages for marketing purposes. As part of
the program, you join 13 different income-producing programs that are
promoted under the Big Dog umbrella. About nine of those are FFA systems. As
people join Big Dogs under you they also join the 13 programs and you earn
money each month from each program. The FFA pages provide you with about
600,000 leads per month to use for marketing.
So several thousand people promoted Big Dogs using these FFA leads with
predictable results. Too many people using the same lead sources yields very
poor sales. But Brian made a killing! How? Simple. He didn't use the FFA
leads to promote the program! Instead he created a separate web site to
promote the program and used hundreds of other marketing sources which he
eventually placed on a website made available to his signups, and later to
anyone else in the program.
You might want to take a look at this site since it really does contain a
lot of good resources. Look at the following page as an example:
http://www.bigdogpit.com/adv-solos.html . You can navigate the
rest of the site from there.
This is the essence of finding a way to do things differently. Essentially,
Brian added value to the program by providing his recruits with the tools
they needed to succeed. Their success translated into money in his pockets.
Take the time to learn from those who are successful at Internet marketing,
but place your own stamp of originality on your efforts. Take your time,
focus completely on the tasks at hand, and build your business patiently,
one step at a time.
Copyright (c) 2002
Tip of the Week
In keeping with our theme of business
marketing strategies . . . for a limited time you can get a month's free
access to Cory Rudl's "Secrets to their Success" website. It's a good way to
see real life examples of tested, proven strategies that real businesses
have already shown to be enormously successful. You've got nothing to lose
and you might learn something important! Sign up free here:
PSYCHOLOGY TO INTERNET MARKETING
By Terry Dean
The best advertising writers
are those who have some knowledge of psychology. We are not dealing with
"new" people online. We are dealing with the same people who have the same
desires they have always had.
The style changes a little online, but the same approaches that worked one
hundred years ago will also work today. Don't forget that.
Advertising mediums change. Effective advertising does not, because
effective advertising is based on a knowledge of human nature.
Remember the first principle of advertising. Your prospects are inherently
selfish. They will ask one question of everything your web site does,
"What's In it for Me?"
That is the first question you have to answer with your web site. It has to
tell and show your visitors what's in it for them. What would they get out
of ordering from your site that isn't available anywhere else?
Below are four aspects to the human make-up which you can and should use
throughout your Internet advertising.
1. Curiosity is a powerful motivation.
Just about every information product you see advertised has the word
"Secrets" in the ad somewhere. People are afraid to miss out on something.
They are curious to find out just what those secrets may be.
Use this to your advantage. With information products, I love to write the
sales letters so that they hit on the curiosity hot button. You can take
advantage of this factor of human nature by providing some of the results
which were achieved through your information system, but not actually
revealing what the system specifically is.
You will notice that I do this a lot in the bullets that I create to go in
the sales letter. They will tell you that there are 3 insider secrets to
______, but they won't tell you what the 3 secrets are.
The purpose of this is the pull on the curiosity of the reader...and cause
them to order.
2. Extravagance at a bargain price.
People want to keep up with the Jones'. They want the absolute best, but
they want to feel like they got it at a bargain price. No one wants to feel
that they paid too much for anything. So, you need to give them an
impressive value at a bargain price.
In many products and cases, this simply boils down to explaining the exact
process it took to create the product. For example, with an information
product, it may have taken you 5 years of research and $20,000 in testing to
come up with the information in this product. If so, tell them about it.
When your company builds a widget, it might search the country for the best
wood available. Half of the wood in the factory is rejected. You have over
60 people who actually work on the wood to create the product you sell (in
the ad itself you would tell people what many of them do), and you may have
5 people who put it through a strict 13 step test to assure it's quality.
Even if all of your competitor's go through the exact process you do to
create the product, it will still be effective for you to tell the story to
your customers. This is called preemptive advertising. The person who first
tells the story is the one who garners the trade. Anyone else who seeks to
follow them ends up looking only as a copycat, not the originator of the
Once the customer understood the value involved in the product, they were
glad to be able to purchase it at such a bargain price.
What process does your product go through that will add a value to it in
your customer's eyes?
3. Fear of Failure and of Making the Wrong Decision
This is the biggest barrier that we have to overcome throughout the selling
process. People are afraid they are going to make a bad decision in buying
your product. They are afraid you are going to rip them off and not provide
them with the product they are expecting.
Everything that you say as an advertiser is immediately looked at with a
grain of salt. People have been lied to before when it comes to advertising,
so they look at your ads wondering if you are any different. Unless you find
a way to overcome this fear of "being taken" in your prospect's eyes, you
are not going to close a majority of sales.
There are basically two aspects to overcoming this resistance. The first way
is by presenting and adding credibility to your ads. Credibility is produced
through your "proof" and through the testimonials which you provide.
It is often said that salespeople without testimonials have skinny children.
It is next to impossible to build the credibility you need in the eyes of
your prospects without testimonials.
The second way to overcome this resistance is by giving a risk free
guarantee or a better than risk free guarantee. Let your prospects know that
they can return then package for any reason.
Plus, give them several bonuses in the package which they can keep even if
they return the package for a full refund.
An even better method of overcoming this buyer's resistance is by allowing
them to try out the package for free, and having them pay for it at the end
of the trial period. Which one you rather buy from? Would you rather buy
from the person who gives you the horse to try out for a week and allows you
to pay later...or the person who requires up-front payment?
Think about ways where you can overcome the buyer's resistance by offering a
more risk free proposition than all of our competitors.
People like to get a "special" deal which is made just for them. They like
to be told that they are special. They like to have their names mentioned.
They like to have their names engraved on the objects that they purchase.
I have learned how to apply this factor to my own sales. I run a subscriber
only special to my 30,000 ezine subscribers now once a month...People love
it. They are getting something for a special price or with a special bonus
that isn't available to the general public. They are getting it just because
they are one of my newsletter subscribers.
All successful Joint Ventures are also based on this element of exclusivity.
A special deal was created with the list owners partner ONLY for their
customers. No outsider can participate. The list owner cares so much about
their list members that they negotiated to get them this special price or
special deal. These endorsed types of mailings have been known to produce
sales rates as high as 10% - 20%...which is completely unheard of in any
"FREE" without an understanding of the value is actually dangerous.
Along the same lines, the word "FREE" is actually being overdone online. To
some people it appears that everything is free online. Using the word "Free"
without explaining the actual value involved does not profit you according
to final sales figures.
When you are giving away a freebie from your site, it isn't your goal to
just attract visitors I hope. You are not after freebie seekers. Your final
goal should be to sell more of your products and services to your visitors.
This is not accomplished through just handing out the most freebies.
This is accomplished through explaining the value of your products and
services...then offering the freebie. Claude Hopkins recorded that even back
in his time you should never offer a sample to anyone unless you have had
the chance to tell them your product story.
Unless you have actually had a chance to show them the value of your
offering, it could possibly diminish the value of your actual product.
Tell your prospects the actual value of the freebie. Then, tell them "why"
you are offering it free. If you just listed the value at $97, but never
told them why it was worth $97 or why you are giving it to them free, then
your statement is worthless. You must both explain why the free product is
worth $97 and why you are giving it to them for free. Tell them that you
know letting them use it for free will get them hooked and that they will
keep coming back for more. Tell them why it is free...or don't offer it at
This is why there is so much confusion online concerning giving freebies
away at web sites. Some experts recommend giving away freebies. Some
recommend that you don't give anything away. It is all a matter of
understanding and showing the "VALUE" that you are giving away for
free...and if it brings your visitor back to order from you. The ordering
process is what you are after.
Remember the marketing statement, "Tell me why, and then I'll buy."
Terry Dean, a 5 year veteran of Internet marketing, will Take You By
The Hand and Show You Exact Results of All the Internet Marketing Techniques
he tests and Uses Every Single Month" Click here to Find Out More:
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