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| Foreword |
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| 1. | How to Use MYSS! |
6
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| 1.1. Links to Spots within MYSS! |
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| 1.2. Navigation Features |
6
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| 1.3. Viewing Features |
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| 1.4. Search Features |
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| 1.5. Print Features |
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| 1.6. Links to the Web |
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| 1.7. Sidebars |
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| 2. | Intro to MYSS! |
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| 2.1. Why You Need MYSS!... Today |
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| 2.1.1. Already On the Web? |
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| 2.1.2. Just Thinking About It? |
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| 2.2. Who MYSS! is For.. |
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| 2.3. What MYSS! Won't Do... |
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| 2.4. If I Can, You Can! |
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| 2.4.1. The Big 3 to Succeed on the Web |
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| 2.4.2. How to "Nail" The Big 3 |
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| 2.4.3. First, The Product |
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| 2.4.4. Next, Make a Site That SELLS! |
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| 2.4.5. PennyGold As a Site Example |
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| 2.4.6. Finally, Attract Targeted Customers |
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| 2.5. Join the 1% Who SELL! |
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| 2.6. Getting the Most Out of MYSS! |
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| 3. | Most Wanted Response |
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| 3.1. Set Your Most Wanted Response |
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| 3.2. Get Your Most Wanted Response |
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| 3.3. MWR Doesn't Apply to You? |
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| 3.4. It's Not Just the Number, It's the Rate |
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| 3.5. Respond to the MWR... Fast |
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| 4. | It Starts With Product |
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| 5. | You Can Write to SELL! |
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| 5.1. Know Your Customer |
46
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| 5.1.1. So Who Is on the Web? |
46
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| 5.1.2. Attitudes To Web & Shopping |
49
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| 5.1.3. An Informal Top 10 Web Activities.. |
54
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| 5.1.4. Your Surfer-Customer's Mindset.. |
55
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| 5.1.5. Where is Your Target Coming From? |
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| 5.1.6. Write for your Target's Personality Type |
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| 5.1.7. How & Why to Thumbnail Your Target |
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| 5.2. Crash Course... Write to SELL! |
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| 5.2.1. Powerful Tools of the Trade |
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| 5.2.2. Benefits, Benefits, and More Benefits |
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| 5.2.3. Hot Copy SELLS, but.. |
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| 5.2.4. The You : Me Ratio |
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| 5.2.5. Turn the Info-Pyramid Upside-Down |
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| 5.2.6. Never Waver, Never Stray |
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| 5.3. Make Each Page SELL! |
68
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| 5.3.1. The All-Important Headline |
69
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| 5.3.2. How to Write Headlines that Hit |
70
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| 5.3.3. Joints ---The Key to Visitor Pull-Through |
72
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| 5.3.4. How to Write a Magnetic Joint |
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| 5.3.5. Summing It All Up |
74
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| 5.4. The "Write" Tone |
75
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| 5.4.1. Turn Your Visitor Into Your Friend |
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| 5.4.2. Become a Story-Teller |
76
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| 5.4.3. Don't Make These Friend-Losing Boo-boos |
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| 5.5. Cut, Chop, Axe, & Prune |
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| 5.6. The 3 Rules for Words that SELL |
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| 6. | Build Trust & "Likeability" |
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| 6.1. It Starts With Look & Feel |
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| 6.1.1. Two Tasty Examples |
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| 6.2. Join the Big Leagues... Get Your Own Domain |
85
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| 6.3. Win SALES With Valuable Content |
87
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| 6.4. Unique Ways to Use Photos |
92
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| 6.5. Prove It! |
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| 6.6. Specifics Are Reassuring |
97
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| 6.7. Certification Boosts SALES |
98
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| 6.8. More Confidence-Builders |
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| 6.9. Never Mislead... Not Even a Little |
100
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| 6.10. 12 Sales-Killing Ways to Erode Confidence |
103
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| 6.10.1. You Don't Hype Your Friends |
103
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| 6.10.2. Quit Talking... Let Your Visitor Play, Too |
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| 6.10.3. Typos... Sure Sign of a Sloppy Company |
104
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| 6.10.4. Missing Graphics --Amateurs Only |
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| 6.10.5. Outdated Info... Are You Still Open??? |
104
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| 6.10.6. Guest Books, Tired & Tacky |
104
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| 6.10.7. Scrolling Marquees --"Look What I Can Do!" |
105
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| 6.10.8. "Under Construction" ---Who Isn't?? |
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| 6.10.9. "Site of the Micro-Second" Awards |
105
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| 6.10.10. "Download Netscape" (or Explorer) Button |
106
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| 6.10.11. Don't Keep Asking for a Cookie! |
106
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| 6.10.12. Hit Counters --Who Cares? So What? |
107
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| 7. | Make Your Site Usable |
108
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| 7.1. Your Server as Pizza Delivery Car |
109
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| 7.1.1. Get a Fast, Reliable Vehicle |
109
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| 7.1.2. What to Look for in a Web Host |
111
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| 7.1.3. How to Find the Best Web Hosts |
115
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| 7.1.4. How to Make Sure Your Site is Up! |
117
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| 7.1.5. Get a Fast Driver (Web Designer) |
118
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| 7.1.6. Designers, Put the Pedal to the Metal |
120
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| 7.2. The #1 Usability Principle.. |
122
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| 7.3. Make it Readable, then Scannable |
124
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| 7.3.1. Long Scrollers... What to Do |
126
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| 7.3.2. The Optimal Size for Text Blocks |
126
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| 7.3.3. How to Use Lines, Bullets and Other Mini-Icons |
127
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| 7.4. Do Your Links Clink? |
128
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| 7.4.1. Link Rot... The #1 Sales Killer |
128
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| 7.4.2. Links in the Copy... What to Do |
129
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| 7.4.3. Embedded Links, A Big No-no! |
130
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| 7.4.4. How to Fool-proof the Destination |
130
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| 7.4.5. 8 Ways Links Can Cost You |
131
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| 7.4.6. The Bottom Line? |
133
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| 7.5. 13 More Usability Ways to Kill Sales |
134
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| 7.5.1. Frames --Netscape's Curse to the Web |
134
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| 7.5.2. The Agony of Browser-Specific Sites |
135
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| 7.5.3. Not Cross (-platform, -browser, -specs) |
135
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| 7.5.4. Requiring Plug-Ins Will Plug Sales |
137
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| 7.5.5. Long, Messy URLs |
138
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| 7.5.6. Use of Full-Text Search Engines |
138
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| 7.5.7. Orphan Pages... So Now Where Do I Go? |
139
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| 7.5.8. No Link to MWR Closer Page on Every Page |
139
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| 7.5.9. "Best viewed with Explorer 4+ and Shockwave" |
140
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| 7.5.10. The Deadly Horizontal Scroll Bar |
141
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| 7.5.11. The Dreaded 404 File Not Found |
142
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| 7.5.12. Popping Up New Windows Like Daisies |
143
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| 7.5.13. The Impersonal Pre-Fab |
143
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| 7.6. Test, Test, then Test Some More |
144
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| 7.7. And If It's Not Usable.. |
145
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| 7.8. Links to Usability Gurus |
146
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| 8. | Navigation... Where Am I?? |
148
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| 8.1. Points of Reference Help to Build Context |
149
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| 8.2. The Anatomy of a Web Site |
150
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| 8.2.1. Content Page --The Guts |
150
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| 8.2.2. Link Page -- Link Only |
151
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| 8.2.3. Opening Page --Grab their Attention |
151
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| 8.2.4. MWR Closer Page --Get the Order |
152
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| 8.2.5. Pathways --Lead Your Customers |
152
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| 8.3. How To Build a Navbar |
153
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| 8.4. How to Build a Table of Contents |
156
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| 8.4.1. Text-based TOCs |
156
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| 8.4.2. Graphic-based TOCs |
158
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| 8.4.3. The Rule of 7 |
158
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| 8.5. Uses for The Left-Sided Margin |
159
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| 8.6. A Rock-Solid Navigation Structure |
160
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| 8.7. How to Use Links on Content Pages |
165
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| 8.8. Meandering = Lost Sales |
167
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| 8.9. Keep the Browser's Navigation Functions in Mind |
168
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| 8.10. Other Navigational Aids |
170
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| 8.11. Special-Content Sections |
173
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| 8.12. Simple Structure + Clear Pathways = Never Lost |
173
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| 8.13. Cisco as Example |
174
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| 8.13.1. Table of Contents -- Outstanding! |
174
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| 8.13.2. Navbars --Whoops! |
176
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| 8.13.3. Left Margin... a Variety of Uses |
177
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| 8.13.4. Let's Go Product-Hunting! |
179
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| 8.13.5. Drill-Down.. |
180
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| 8.13.6. Click Again.. |
181
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| 8.13.7. Or... the Shortcut.. |
182
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| 8.14. Let There Be Light! |
183
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| 9. | The You-Focused Opener |
185
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| 9.1. Fire Your Biggest Gun First |
186
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| 9.1.1. The Unique Selling Proposition... A "How-To" |
188
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| 9.1.2. An Opener that SELLS!.. |
189
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| 9.1.3. "That's where the money is!" |
192
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| 9.2. Building a Killer Opening Page |
193
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| 9.3. "Talk About My Lawn, Not Your Grass Seed!" |
195
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| 10. | Two Critical Sales-Builders |
196
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| 10.1. How to Make Testimonials SELL! |
196
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| 10.1.1. How to Secure Great Testimonials |
197
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| 10.1.2. Get Maximum Mileage From Your Testimonials |
198
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| 10.1.3. How to Get & Use Product Reviews |
200
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| 10.1.4. Articles on You, Your Company, Your Products |
202
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| 10.1.5. Using Other Third Party References.. |
202
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| 10.1.6. Your Unsalaried Sales Staff.. |
203
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| 10.2. The SALES-Clinching Guarantee |
204
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| 10.2.1. Developing the Perfect Guarantee.. |
205
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| 10.2.2. How to Handle the Refund Request |
206
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| 10.2.3. How to Reduce Refund Requests to Near-Zero |
207
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| 10.2.4. Summing Up... |
208
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| 11. | Site-Sales Techniques |
209
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| 11.1. Build a Form that Works! |
209
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| 11.1.1. Make it Short |
209
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| 11.1.2. How to Qualify Your Prospect |
210
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| 11.1.3. Make it Clear |
211
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| 11.1.4. "Submit" is for Techies |
212
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| 11.1.5. How to Remove Worries |
212
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| 11.1.6. Verify the Data |
212
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| 11.1.7. Put Up a Response Page |
213
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| 11.1.8. Follow-up with an E-mail |
214
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| 11.2. How and When to Use Music |
214
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| 11.3. The RIGHT Picture is Worth 1,000 Words |
217
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| 11.3.1. Where to, Why to & When to Use Graphics |
218
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| 11.3.2. Show Your Products in Their Best Light |
219
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| 11.3.3. Are Your Graphics Confusing? |
220
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| 11.3.4. How to Do Photos Right.. |
221
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| 11.3.5. Clip Art, Buttons, Backgrounds, Bullets, Etc |
221
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| 11.3.6. A Few Basics About Graphics |
222
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| 11.3.7. The $62,000 Graphic-Killing Question |
223
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| 11.4. Give Your Visitor Something to Do... |
223
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| 11.5. A Rarely Used Powerful Tool |
225
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| 11.6. Build Community to Build SALES |
227
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| 11.7. Using FAQs to the Max |
228
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| 11.7.1. 5 Steps to a FAQ that SELLS! |
229
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| 12. | "Who Cares? So What?" <yawn> |
233
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| 12.1. The Product Features Page |
233
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| 12.1.1. It's Not as Easy as It Sounds! |
234
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| 12.1.2. Two Compelling "Show & SELL" Techniques |
235
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| 12.2. The About Our Company Page |
236
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| 12.3. The Tech Support Page... Why NOT! |
238
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| 12.4. How to Use a Disclaimer To Build Credibility |
239
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| 13. | The Closer Page |
241
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| 13.1. Build to the SALE |
241
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| 13.2. Skip to the SALE |
242
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| 13.3. No Distractions, Just Close! |
243
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| 13.4. Why Via the Web |
244
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| 13.5. How to Make an Offer They Can't Refuse |
245
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| 13.5.1. What's the Right Price? |
246
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| 13.5.2. How to Use the Free Bonus |
247
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| 13.5.3. How to Create "Buy Now" Anxiety |
248
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| 13.5.4. The Perfect Offer.. |
250
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| 13.6. The Call to Action |
251
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| 13.7. And How Would You Like to Order Today? |
251
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| 13.7.1. Secure vs. Non-Secure Server |
252
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| 13.7.2. Four Steps to SELLING Via Secure Server |
254
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| 13.7.3. Phone -- "I Just Wanted to Hear a Voice" |
256
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| 13.7.4. Fax -- "I Like to Send Paper" |
258
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| 13.7.5. Snail Mail -- "I Hate Giving My Credit Card" |
259
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| 13.7.6. No Matter How They Order, K-I-S-S! |
261
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| 13.7.7. How to Set up a Currency Converter |
262
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| 13.8. The A-B-Cs of Online Ordering |
264
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| 13.8.1. Order Forms and CGI Scripts (Made Easy) |
264
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| 13.8.2. Shopping Cart Software... The Basics |
268
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| 13.8.3. Shopping Cart Software... Two Recommendations |
271
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| 13.8.4. E-Commerce Solutions... Online Store Building Packages |
272
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| 13.8.5. E-Commerce Solutions... Commerce Servers |
274
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| 13.9. No Clicks from Offer to Order |
275
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| 13.10. The Thank You Note |
276
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| 13.11. The "Last Ditch" Pitch |
278
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| 13.12. Example of "How to Close" |
280
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| 13.13. If At First You Don't Succeed.. |
281
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| 13.14. Summing It All Up.. |
282
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| 14. | The Backup Response |
283
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| 14.1. It's Now or Never. Unless.. |
285
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| 14.2. Keep Your Eye on the Ball |
286
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| 14.3. The Perfect Products for Backups |
287
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| 14.4. Give, then Take |
288
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| 14.5. Match Product to Desired Response |
289
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| 14.5.1. The True Purpose of the Free Report |
290
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| 14.5.2. Text of "Sales Letter" as "Special Report" |
293
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| 14.5.3. How to Use Mini-Apps to Drive SALES |
299
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| 14.5.4. Newsletters --Building Your Business |
303
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| 14.5.5. How to Start & Grow Your Own Newsletter |
304
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| 14.5.6. Sample Newsletter Format |
311
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| 14.5.7. Getting Signups for Future Notifications |
316
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| 14.5.8. Freebies --Your Chance to SELL!... or SMELL! |
316
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| 14.6. Getting the Backup Response |
317
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| 14.6.1. The Compelling Offer |
317
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| 14.6.2. The Crystal-Clear Call to Action |
318
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| 14.6.3. Automate Your Reply to the Backup Response |
318
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| 15. | "Well, that's done!" ......NOT! |
320
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| 15.1. How to Analyze Traffic to Boost SALES |
321
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| 15.1.1. The Ideal Log File Analyzer |
322
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| 15.1.2. The Best Traffic Analyzers for Your |
324
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| 15.1.3. Data from Log File Analysis |
326
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| 15.1.4. Number of Visitors and the Conversion Rate |
327
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| 15.1.5. Do You Know Where Your Visitors Come From? |
328
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| 15.1.6. Use Visitor Behavior to Boost Conversion Rate |
330
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| 15.1.7. More Info On Analyzing Your Traffic |
332
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| 15.2. Quadrupling your Conversion Rate |
333
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| 15.3. A Checklist for Quadrupling Your CR |
334
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| 15.3.1. How to Test and Measure Site Improvements |
336
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| 15.4. Update the Old and Develop the New |
337
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| 15.4.1. Borrow New Concepts and Technologies |
338
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| 15.5. Use Customer Questions to Increase SALES |
340
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| 15.6. How to Fix Invisible SALES-Losing Errors |
341
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| 15.7. Revisit Later with Fresh Eyes |
341
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| 15.8. Bottom Line... It's Never Done! |
342
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| 16. | Using E-mail to Close the SALE |
343
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| 16.1. Power E-mail |
343
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| 16.1.1. For a Pro-Looking Letter.. |
344
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| 16.1.2. Soften Your Writing |
346
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| 16.1.3. Write to SELL! |
348
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| 16.1.4. The Subject... Your E-mail "Headline" |
348
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| 16.1.5. Sig Files That SELL! |
349
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| 16.1.6. Composing the Perfect Sig File |
351
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| 16.1.7. How to Hit Reply for Best Effect |
353
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| 16.1.8. How to Use the '>' Tag for Special Effects |
356
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| 16.1.9. Special Considerations for E-mail |
357
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| 16.1.10. How to Turn It Around in Hours |
358
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| 16.1.11. Putting Water on the Flames |
359
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| 16.1.12. How to Use Autoresponders to Get SALES |
359
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| 16.2. Real-Life Example of Closing the Sale |
362
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| 16.2.1. Letter From Interested Customer |
362
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| 16.2.2. The Three Rules of Power E-mail |
363
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| 16.2.3. Prompt, Friendly E-mail Reply |
363
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| 16.2.4. High-Tech Opens, High-Touch Closes |
365
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| 16.2.5. Prompt, Friendly E-mail Follow-up |
365
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| 16.2.6. It Was More Than Worth the Effort |
366
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| 16.3. Automate Replies to the "Same Old, Same Old" |
367
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| 16.3.1. Best Answer to the Request for More Info |
367
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| 16.4. Real-Life Example of Losing a Sale |
370
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| 16.4.1. First Letter to InfoSeek |
371
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| 16.4.2. InfoSeek's Reply |
371
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| 16.4.3. Second Letter to InfoSeek |
372
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| 16.4.4. InfoSeek's Reply |
372
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| 16.4.5. Third Letter to InfoSeek |
373
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| 16.4.6. InfoSeek's Reply |
374
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| 16.4.7. Fourth Letter to InfoSeek |
375
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| 16.4.8. InfoSeek's Reply |
375
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| 16.4.9. Fifth Letter to InfoSeek |
376
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| 16.4.10. InfoSeek's Reply |
377
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| 16.4.11. Comparison with Excite |
378
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| 17. | After the Sale |
380
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| 17.1. How to Get Paid |
380
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| 17.1.1. Unable to Get a Merchant Account? Here's How! |
380
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| 17.1.2. Don't Step on These Credit Card Land Mines |
383
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| 17.1.3. How To STOP Credit Card Fraud |
384
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| 17.1.4. How to Eliminate Credit Card Chargebacks |
387
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| 17.1.5. How to Do Real-time Credit Card Verification |
390
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| 17.1.6. Want to Scare Away Thieves? |
393
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| 17.1.7. Resources to Help You Avoid The Land Mines |
393
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| 17.1.8. Other Anti-Land Mine "Devices" |
395
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| 17.1.9. The Ins and Outs of Electronic Cash |
397
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| 17.1.10. Accepting Online E-Checks! |
398
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| 17.1.11. Using 1-900 Phone Billing |
401
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| 17.1.12. The Tried-and-True Boosts Income, Too! |
401
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| 17.2. The "Final" Step... Fulfillment |
403
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| 17.3. Nurture Your Customers to Grow the Relationship |
405
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| 17.3.1. Automated, Yet Personal, E-mail Follow-up |
406
|
|
| 17.3.2. Delivering Super Customer Support |
408
|
|
| 17.3.3. Maximizing Support / Minimizing Time |
412
|
|
| 17.3.4. The Best Way to Build A Long-Term Biz |
415
|
|
| 17.3.5. Walk the Walk.. |
416
|
|
| 18. | Sites that SELL! |
417
|
| 18.1. How Small Companies SELL! |
417
|
|
| 18.1.1. Do You Have Success Anorexia? |
418
|
|
| 18.1.2. Web Pages That Suck |
419
|
|
| 18.2. How Big Companies SELL! |
421
|
|
| 18.2.1. Dell |
422
|
|
| 18.2.2. Amazon.com |
424
|
|
| 18.3. Experience Speaks |
428
|
|
| 18.3.1. Learning from the ShopIrish Webstore |
429
|
|
| 18.3.2. Advice from Signature Software |
433
|
|
| 18.3.3. The Success Clinic's "Words to Succeed By" |
437
|
|
| 18.3.4. Mind Food Media's "Food for Thought" |
441
|
|
| 18.4. Words from the Wise |
446
|
|
| 18.4.1. The Ten Secrets of Netsavvy's Sell It! |
446
|
|
| 18.4.2. The Seven "Must-Remembers" |
450
|
|
| 19. | It Ends With Traffic |
454
|
| 20. | Wrapping It All Up.. |
456
|
| 20.1. When to Break the Rules |
456
|
|
| 20.2. Manipulation vs. Ethical Sales |
458
|
|
| 20.3. Practical Nuts-and-Bolts "To Do List" |
459
|
|
| 20.3.1. The Min --Enough to Get You Started |
460
|
|
| 20.3.2. The Max --The Whole Nine Yards |
460
|
|
| 20.4. Building Your Web Team |
462
|
|
| 20.4.1. Sales V.P. as "Head Designer"?! |
463
|
|
| 20.4.2. Hiring or Assembling a Team |
464
|
|
| 20.4.3. Experience Counts |
466
|
|
| 20.4.4. The Legals |
466
|
|
| 20.4.5. Maintain Your Site |
467
|
|
| 20.5. Web Sales Newsletters & Sites... The Cream of the Crop |
468
|
|
| 20.5.1. SELLING on the Web |
468
|
|
| 20.5.2. Traffic-Building |
471
|
|
| 20.5.3. General E-commerce |
471
|
|
| 20.5.4. Miscellaneous, but Important.. |
473
|
|
| 20.6. The Future is Slo-o-o-o-ow... 'til 2003 |
475
|
|
| 20.6.1. Bandwidth Forces Everyone to K-I-S-S |
475
|
|
| 20.6.2. And Don't Be Tempted by "The Latest and Greatest" |
477
|
|
| 20.7. A Great Way to Know You're Succeeding! |
478
|
|
| 20.8. 11 Steps to a Site that SELLS! |
479
|
|
| 20.8.1. Prepare... Don't Repair |
480
|
|
| 20.8.2. Set, and Get, the MWR |
481
|
|
| 20.8.3. Backup Responses.. |
482
|
|
| 20.8.4. Design & Usability |
482
|
|
| 20.8.5. Write the Opening Paragraph |
482
|
|
| 20.8.6. Write the Pathway |
483
|
|
| 20.8.7. Re-write 4 --Tighten and Activate |
485
|
|
| 20.8.8. The 10-Point Pathway Checklist |
486
|
|
| 20.8.9. Html and Usability Testing |
487
|
|
| 20.8.10. Showtime! |
488
|
|
| 20.8.11. Build Targeted Traffic |
488
|
|
| 20.9. The Top 6 Rules in 17 Words |
489
|
|
| 20.10. The Bottom Line |
489
|
|
|
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