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MODULE FOUR
Part One
Part Two
Part Three
Part Four
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PART ONE
THE SEVEN DEADLY SINS
by Graham Hamer
One of the lessons we accept as we grow older is that, if
we fail to learn from our past mistakes, we will just keep
on making the same stupid errors.
And that's dumb.
So here are Seven Deadly Sins and the lessons I already
learned from them. It's why I'm doing quite well right
now, thankyouverymuch...!
_______________________________________________________
Deadly Sin #1: "Just Sit on It"
_______________________________________________________
No, it's nothing to do with a chair, but it might as well
be, for all the income it produces.
"Just sitting on it" was what I did with my first Website.
Built a beaut, then watched it grow hairs! Can you believe
that? I spent hundreds of dollars (and a lot of my time)
building a lovely Website, then I didn't do anything with it.
Lesson Learned #1: "Trafficate your sites"
If you want traffic, you have to go out and get it.
There are three methods that you can use to drag traffic to
your site:
1. The hard way
2. The harder way
3. The correct way
The hard way means writing articles to submit to ezines,
participating in forums, exchanging links, etc
The harder way means offline advertising, banner ads, FFA
sites, and the like.
The correct way means chanelling all the minor traffic-pullers
into a sizeable flow, then diverting that flow to join the
mainstream traffic from traditional sources. (check out my own TheTrafficJam Formula to understand this concept).
_______________________________________________________
Deadly Sin #2: "Sell Rubbish"
_______________________________________________________
If you REALLY want to fail, sell some shoddy products.
It used to be said that if one customer had a bad experience
he or she would tell 10 of their friends about it. Now, with
the efficiency of the Internet, they can tell hundreds of
thousands of people about it... and they do!
When you sell a really great product, news gets around fast.
When you sell rubbish, news gets around even faster.
I know - I once sold somebody else's rubbish...!
Lesson Learned #2: "Choose your products carefully"
If you're selling someone else's products, check them out
first. Does that mean you have to buy them? Sure it does!
How else can you recommend them to other people?
If it's your own product - it had better be good, because
you're putting your name to it. So make it your best work -
every time.
Figure out a way to add extra bonuses to it. Give the customers
more than they expected. You have to "WOW" them.
Purchase reprint rights to someone else's product to throw
in as a bonus. Contact them and ask them if they need
anything else. Go beyond the call of duty and your name will
begin to become well known around the Internet.
_______________________________________________________
Deadly Sin #3: "Selling Something You Don't Know About"
_______________________________________________________
My first attempt at (offline) marketing was way back before
Noah landed. I spent several weeks trying to cajole people
into buying Life Assurance.
Now ask me a question... "How much life assurance did I have
at the time?" answer... "None". Not because I didn't believe
in it, but because I didn't understand it.
So what the $%&!%! was I doing trying to market the stuff?
Fortunately my manager, a fairly intolerant fellow, even
in those days, spotted this inadequacy and sacked me
(kindest thing he could have done in the circumstances!).
Lesson Learned #3: "Sell what you understand"
Don't try and sell Internet marketing products just because
everybody else is doing it. If you haven't made money in
Internet marketing, you've got a steep learning curve before
you start telling others how to succeed!
Find something you're passionate about and build a business
out of that.
If you love gardening, find a way to develop a web site and
product around that. If you're always on the golf course,
create a theme out of that. Review golf courses. Sell golf
videos on your site. Joint Venture with a travel company and
offer golf getaways.
The most successful online sites are the 'niche' sites...
the special interest sites built around specific themes.
_______________________________________________________
Deadly Sin #4: "Forget To Ask Their Addresses"
_______________________________________________________
I was slow! It took me ages to realize that sites which only
have one shot to sell their visitors are doomed to failure. When I began Online Marketing, there was no Terry Dean to guide me with his wisdom.
Statistics prove that 90% of visitors do NOT buy on their
first visit to a site. You think they're gonna bookmark
your site and come back tomorrow? - No way Jose!
You MUST create a sales system where you can follow up on
your prospects again and again. That doesn't mean you've
got to spam them if they don't buy, it just means you need
to ask them why they didn't buy.
It doesn't mean that you inundate them with back-end sale
offers after they've bought from you, it just means they
might like to hear of other incentives you have to offer.
Lesson Learned #4: "Get those addresses"
Take a look at either of my 'sales' sites (www.Unique-Book.com
or www.TheTrafficJam.com) and you will see that I learned my
lesson well. Now, I ask for the visitor's email address at
EVERY opportunity. Another of my sites, www.topprofits.info
is actually a very large site, but the only page that the
casual surfer will ever see is an opt-in form for my ezine!
And it's the Newsletter that gives me the means to get to
know my visitors, to raise their level of trust, and to
recommend other products to them.
Think about it this way. If you can't get a prospect to
commit to you by giving you their email address, how the
heck do you think you are going to be able to sell them
something? So, focus on collecting the email address
when someone visits your site.
_______________________________________________________
Deadly Sin #5: "Forgeting You Have Personality"
_______________________________________________________
My first few months writing Newsletter articles were soooo
frustrating. Almost as many people unsubscribed as subscribed.
Then something happened... I remembered something I had read
somewhere (Zig Zigglar, I think). He said... "No matter how
many thousands of people get your article, in my house only
one person reads it, so you'd better be looking me straight
in the eyes when you're talking to me."
In other words, every person reading it is just one person.
So you'd better talk direct to just one person!
Guess what? Now, my Newsletter has probably got one of the
lowest unsubscribe rates in the industry. Once I get a
subscriber, they stay with me.
Why?
Lesson Learned #5: "Be Yourself"
I use my secret weapon... ME!
Some marketers are ashamed to do this, but you absolutely
HAVE to add a little bit of 'color' to your web sites and
your articles. Your visitors are not looking for 'yet
another corporate site'. They're looking for real advice
from a real human being. Peculiarities and all...!
_______________________________________________________
Deadly Sin #6: "Ignore Your Traffic Stats"
_______________________________________________________
I never used to think it mattered where my traffic came from.
To me, traffic was traffic was traffic - period.
That was until I took a look at where my marketing dollars
were being wasted. At that point, it dawned on me that I could
save a lot of that waste if I examined my traffic stats BEFORE
I spent my dollars.
Lesson Learned #6: "Pay attention to your traffic sources"
Virtually every hosting company offers some type of tracking
features. If you don't know what your hosting company
currently offers, ask them.
Examine your stats to find out where your traffic is coming
from. What search engines do they use to find you? What
keywords did they use? Who else is linking to you?
Which pages do they visit first? Which section of your web
site do they go to the most after they visit the front page?
These are the types of questions your traffic stats should
be telling you.
Once you have a chance to look at them, increase promotion
in whatever areas are working. If you notice that you are
getting a lot of hits from a specific search engine,
increase your promotion on that engine. If you receive most
of your hits through links on other sites, then work more
on creating links.
If you notice your traffic surges every time an ezine
publishes one of your articles, then send out more articles
for ezines to use. Keep on doing whatever is currently
working for you!
Cancel the rest...!
_______________________________________________________
Deadly Sin #7: "Follow the Crowd"
_______________________________________________________
Early on, everyone was raving over banner ads. So I purchased
a load and wondered why my site counter wasn't spinning out
of control.
Then came FFA pages. So I joined a few and wasted a lot of
energy trying to make them work.
Then came my personal 'Road to Damascus' as I realized I was
suffering from "Sheep Syndrome" (a mindless ability to do
everything everybody else does - even if it hurts!).
Lesson Learned #7: "Look ahead"
Most Internet marketing methods only work until everyone
knows about them. Now, you have to do something a little
bit wild and unique to build your traffic. You have to come
up with your own ideas and not just rely on what a few select
'gurus' like me are telling you.
If a guru tells you a successful method for building traffic,
then you can be dead sure that thousands of marketers will
soon be using that exact same method. Although the method
will still work, it won't be half as effective as when it
was first thought of.
Learn to use your mind. Success in your business will follow.
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