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Chapter 23 - How to Schedule Your Success

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There is no question that Internet marketing is going to take time and effort on your part. I have included a list of things you should do as you move through the steps.

It is kind of like homework.

 - The more homework you do, the smarter you get in class and the higher your marks.
 - If you do all of your homework you will do better than if you only do part.
 - If you rush through your homework hoping to get it done quickly, you are sure to miss something.

So if you are serious about earning online, do your homework, and do it properly. Here are the homework items you should focus on:

Step One

1. Get a product that will sell online and offline.
2. Make sure you have a market for that product.
3. Get your customer profile defined and verified.
4. Research your customer profile and make sure there are customers in that market who are willing to buy.
5. Double check that you are up to marketing this product to this market. You know who you are and who and what you want to accomplish.
6. Develop your Elevator Pitch, that single paragraph that lets everyone know why he or she should or should not do business with you today.
7. Decide and document your Big Fat Claim.
8. Download and install the tools that you need.

Step Two

1. Build a theme based information website to support your Big Fat Claim.
2. Analyze and optimize the site for Key Words.
3. Study what customers actually search for and how that ties into your site.
4. Start to collect How-To information about your theme from as many different sources as possible.
5. Pick events that support your theme and create a schedule.
6. Build up a collection of testimonials.
7. Set your site up as an e-mail capture engine.
8. Start an e-zine and pick the format appropriate to your product and goals.
9. Evaluate any online interactive tools to see if they would be able to capture e-mail addresses.
10. Include a way to measure the traffic on your website.
11. Double check and test:
    

    a. Your e-mail address capture incentives
    b. Your keywords and search engines rankings

Step Three

1. Research and purchase a Contact Management software package.
2. Decide on what information you need to capture about your customers.
3. Start collecting contacts and e-mail addresses everywhere you go.
4. Evaluate and choose how you are going to use:
   

   a. Search Engines
   b. Directories
   c. Pay-Per-Click Directories

5. Investigate and test online tactics that push and educate your potential customers.
6. Investigate and test offline tactics that pull customers through your online sales process.
7. Start an affiliate program.
8. Set up an online campaign tracking system to measure how effective your online selling tactics are.

Step Four

1. Build a series of direct sales mini-sites for individual products or categories of products either as virtual domains on your site or with new domains.
2. Open an online payment processing account.
3. Start to build a swipe file of websites that sell.
4. Build models of direct sales mini-sites that follow the exact steps towards a sale.
5. Test and track your sales copy on every mini-site.

Step Five

1. Decide how many and what kind of e-mail campaigns you want to run.
2. Create a series of e-mail templates that can be sent out to potential and existing customers over a period of time for each campaign.
3. Send your e-zine on a regular basis.
4. Test and track your e-mail copy in every campaign.
5. Advertise your Mini-site pages in other people s e-zines.
6. Advertise your mini-site pages in Pay per click search engines.
7. Give your affiliates copy to send out to their e-mail lists that directed them to your mini-site.

My Internet Marketing Strategy

You have worked hard up to this point, but there is one final step that I cannot take for you. It does not matter what you sell, whether it is a physical good or a virtual download. It does not matter where you live or what you look like. In the end, it comes down to you making it happen. You have to go to market in order to produce orders. Getting ready to sell is a start. Creating a great product is the beginning. Building a site to collect e-mail addresses is the fastest way to grow your list. But, even if you take the next step and build some mini-sites to send your prospects to, if you stop there, you are no better off than you were when you began.

You have to run your campaigns. You have got to direct targeted prospects to your mini-sites in order to create paying customers. We have already looked at some different types of campaigns. I consider each of these a baseline, the minimum requirement for marketing your small business online.

Focus Your Internet Marketing Activities in These Five Areas
 - Your List
 - Your Affiliates
 - E-zine Solo Mailings
 - Your Giveaways with Links Back to Your Site
 - Joint Venture Partnerships

A Simple Schedule to Follow

Here is a typical month for me online. I will go thought the process week by week, so you can see how easy it is to plug your own products and services into a system. This schedule becomes your online sales engine. Your products and services go in one end and orders come out the other. Once you have worked the kinks out, the process will run like clockwork as long as you take care.

In Week One I Choose a Product to Sell and Create an Offer: Decide what product you are going to feature. Remember it does not even have to be yours. Because I have over 30 different products, I only feature my own. The only other time I will include someone else s product is when I use it as a bonus.

Once I decide on the product I am going to offer, I do four things:

1. Double-check the demand for the product. Is it saleable? Why would someone buy it? What offer should I use to make it irresistible to my contact list?
2. Create a mini-site specifically for the product. I use the same template for every mini-site I create. The all have a single page sales letter and an order page.
3. Next, I write a series of e-mails each with a different strategy for getting the reader to visit the mini-site. E-mails with a third party endorsement or testimonial usually work best, followed by the mystery and direct bribe strategies. All of them include a link to track the results.

In Week Two I Send the E-mails to My Contact List Using the Sequential Autoresponder. I use www.Promasoft.com s autoresponder and sit back. The entire series of messages is delivered over time automatically to everyone on the list. This usually includes new prospects, my subscribers and existing customers.

In Week Three I Update My Affiliates: They should already know about the offer. They are on my contact list so this step is done as a follow-up. I send a special message to all of my resellers that provide them with all the new material and links they need to start promoting the new offer. Good affiliates jump at the opportunity to promote new products because it gives them the chance to cash in early.

Finally, In Week Four, I Approach my list of Compatible Joint Venture Partners: By week four, I have had a chance to sell some product and get some real feedback that includes testimonials. With solid testimonials, it is easy to approach your new and existing joint venture partners. I craft an e-mail for the partner using the third party endorsement strategy we looked at earlier. This allows the partner to quickly send out an e-mail to their list that sends their traffic to my mini-site. We share the profit.

All that you need to do is decide on your own schedule and, month after month, sales will continue to build. Like clockwork! It is a foolproof business process that works every time. There is nothing fancy about it. Just follow the steps and use common sense setting it up.

Weekly Activities

During each week, I also purchase solo mailings and create give a-ways to use as marketing tools. Both pull in more and more sales. So, what are the results from this 5-step system? Follow the steps and you will always get:

1. New Orders: As long as your campaign runs and your affiliates and partners send e-mails out, orders will come in. When the e-mails stop the orders stop.
2. New Subscribers: Some visitors will not buy from you. However, every single month you will capture new e-mail addresses for your contact list. Make offers and your contact list will grow. The more offers you make the faster your list grows.
3. New Affiliates: Depending on your product, many of the visitors and buyers will become affiliates. You can extend your reach with a virtual sales team if each new affiliate just sells ONE product a month. You did not try to recruit new affiliates; you did not go looking for them. They join automatically as a result of the system.
4. More Trust: As you build trust with new customers, subscribers and affiliates, you earn the right to sell higher priced items. This means more back-end sales and higher profit margins for your online and offline businesses. Treat them right and sales rise every month.

Next Step

Repeat the process. Test and Repeat. Do more of what works and less of what does not. Each month the results will get bigger and better! More orders, more subscribers, more affiliates, bigger back-end sales. The new customers purchase more products; new affiliates make more sales and bring in more customers and more new resellers. It is a loop that builds and grows month after month.

This is the process that I follow and you can too. How big the process, and how much is up to you. I just told you how it works. It s up to you to get started now!

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