Sales from the EDGE
Back Issue #023

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Sales from the EDGE Issue #023

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Sales from the EDGE
Breaking Through the "White Noise" Of Selling on the Net
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>From time to time, the EDGE publishes important updates
that you need to SELL on the Net. Most "latest and greatest"
Net marketing & sales developments simply waste our time.
Today's "hot new technology" is tomorrow's "whatever
happened to??

Occasionally, though, something comes along that STICKS. It
might NOT even be NEW... but we need to be reminded. When
that happens, the EDGE cuts through all the "white noise" of
Web marketing.  It explains the issue and outlines clearly
how YOU can best take advantage of it.

SALES FROM THE EDGE is sent ONLY to SiteSell product owners. 
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
February 2, 2002
Issue #023
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TABLE OF CONTENTS

o SITESELL NEWS

  1) SiteSell Overhauls Site Build It! Site
     Why?  What?  How?...

  2) SBI! Gears Up to Add E-commerce


o Articles 

  1) "So Why Doesn't Everyone Own a Copy?"

  2) Back to Our Roots...
     Grass Roots Internet Marketing

  3) Link Popularity... Worth the Effort and Worry?


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>>~~~~~~~~~~~~~~~~~~~~~~~SITESELL NEWS~~~~~~~~~~~~~~~~~~~~~~
 
 
>-News-
---1---
>-News-

SiteSell Overhauls Site Build It! Site
Why?  What?  How?...

Last issue, I announced a major overhaul in the 5P Program,
and the results have been immediate and substantial...

http://www.sitesell.com/edge/backissues-022.html

-----SIDEBAR-----
If you missed the above issue, check it out
now.  This issue builds upon some of the
ideas is that one.
-----SIDEBAR-----

Over the past few weeks, we've been doing the same to the
Site Build It! site... some extensive renovating!

Why?

Because our support staff repeatedly reported the following
as the most commonly asked question, e-mailed by those
visiting the site...

"I still don't understand EXACTLY what SBI! is or does."

What should you do when you get too many questions like
that?

Go back to the old drawing board!  Here's how...

Start with some solid USABILITY TESTING, also discussed in
our last issue...

http://www.sitesell.com/edge/backissues-022.html

It was clear that users were navigating and otherwise using
the site well -- there were no really serious "standard
usability" issues.  But this time we also focused on an
issue that went beyond the usual usability tests...

>  "DID YOU ***UNDERSTAND*** THE MESSAGE?"

Users of the site USED the site perfectly.  But they didn't
understand THE CONTENT.  Too often we think of USABILITY in
mechanical terms... usability, navigability, readability,
etc., but we forget about "UNDERSTANDABILITY."

It's quite possible for a visitor to your site to read,
read, read (actually, it's more like scan, scan, scan)...

... without UNDERSTANDING, without the info SINKING IN!

So what good is a USABLE site if the user leaves your
site... scratching her head???

>  KEY LESSON
After doing your "Jakob Neilsen USABILITY testing," ask a
few more questions at the very end...

"Did you get the message?"

"What does the product do?"

"How could it help you?"

We were just too close to the trees to see the forest.  We
ASSUMED the message was clear (since of course it was clear
to *US*!).  So we focused on standard USABILITY issues, and
didn't check to see if the message was clear.  A big, BASIC
lesson for us... and one that I hope proves useful to you.

>  NEVER, NEVER ASSUME.

In any event...

We revamped COMPLETELY, from Home Page (which simply didn't
communicate the BIG GUN of "what's in it for me" well
enough), through the 3 Minute Express, to the details in the
FAQ...

We overhauled ALL of it, including the Order Page...

On the Order Page, we make the truly unique-to-the-Net value
clear -- we spell out the value proposition in crystal clear
terms.  We hadn't stated that clearly enough.

One more fault on the Order Page...

Dynamic pricing was confusing first-time visitors to the
site.  So we tested it for weeks against static pricing.

Static pricing won.

So we've switched to a truly super-valued fixed price for
SBI!.  We made a few more dollars at the higher test prices,
but there's just no substitute for having a GREATER NUMBER
OF DELIGHTED CUSTOMERS, so we decided to fix the price at
the lowest of all the prices tested.

Initial results are in -- SBI! sales are up by over 40%
(over 60% for first-time visitors).

Check out the new site now.  I believe that a careful review
will give you some excellent insights and lessons into the
art of selling on the Net...

http://buildit.sitesell.com/indexhome.html

After you review the SBI! site, review AND TEST your own...

Then renovate!



>-News-
---2---
>-News-

SBI! Gears Up to Add E-commerce

Besides the major site overhauls, our other major push has
been to gear up our servers and technology for a major push
on Site Build It!. I'm convinced, based on surveys of
current Site Build It! user, that SBI! is the future of Web
hosting.

-----SIDEBAR-----
That said, the survey also confirmed that
SBI! is *NOT* for everyone.  If you like
doing your own CGI/perl, hiring your own
designers, fiddling with HTML and FTP,
submitting and re-submitting to engines, and
constantly having to stay up to speed on
everything-to-do-with-Net-marketing, etc.,
etc., then you probably won't like SBI! -- it
makes everything seem "too easy."

No problem... we refund anyone who tries it
and does not like it -- that's the whole
point of the Guarantee and why we really
invite visitors to use the Guarantee as a
totally risk-free trial.

Professional traffic-builders, however, love
it for exactly the "too easy" reason... it
MULTIPLIES their productivity (some now run
over 20 SBI! sites simultaneously for
clients).  Why bother with all the tedious,
time-sucking jobs and complexities?  Focus on
the bottom line instead, while SBI! does the
drudge work.

And for the vast, vast majority of small
businesses... all people really want to do is
focus on their BUSINESS, not worry about how
the Net works.  For affiliates, the BUSINESS
is building targeted traffic through themed
content --> and SBI! makes that a snap. NOW,
though, the next big step for SBI! will go
way beyond that...

>  E-commerce, here we come!
-----SIDEBAR-----

As I said in the SIDEBAR...

Folks just don't want to fight technology and complexities.
They simply want to do BUSINESS.  And that's what SBI!
allows them to.  (Heck, if driving a car was like Web
hosting today, we'd be required to take the engine apart and
reassemble it daily!  But all I want to do is step on the
gas and go... or the brake, every now and then -- my wife
insists!  ;-)  )

Up to now, SBI! has really been mainly for affiliates
(although some smart folks have been  using it to sell their
own e-goods through companies like digibuy, to sell their
services, and to drive traffic to their own sales sites).

But NOW we're working full-steam on adding e-commerce.
You'll be able to sell e-goods the way that we (here at
SiteSell) do.   ETA is April/2002.

It's been a far bigger job than I anticipated (as usual!),
but it will include everything, including your own merchant
accounts! You'll even have the option of running your own
affiliate program to boost traffic!

So my advice to you is to get SBI! now, at its current low
price.  Start building targeted traffic and building some
affiliate income.   Get your e-product ready (e-books,
collections of e-photos, whatever you like), and then...

You'll be ready to sell e-products to your growing stream of
targeted visitors, exactly the way that sitesell.com does!

http://buildit.sitesell.com/indexhome.html

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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
>>                THIS ISSUE'S ARTICLES

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---1--- 
-------

"So Why Doesn't Everyone Own a Copy?"

We get tons of wonderful mail about all of our products
every day, but every now and then one stands out.  A couple
of days ago, one made me think...

>   "Why Doesn't Everyone Own a Copy?"

Again, it comes back to THE MESSAGE that we discussed above.
People read a lot of info in a day.  They are exposed to
many sales messages.  Filters are set high, so it's easy to
miss THE MESSAGE... it's easy to miss what becomes so
obvious once you own and start to use the book.

It's just so clear to me, and to those who read MYSS! 2002,
that MYSS! 2002 is THE indispensable Net-selling book.
ANYONE who wants to sell ANYTHING on the Net NEEDS it. Plain
and simple, that's a fact... the truth in a nutshell.

Here's the letter that made my day, and made me think...

>   "Why Doesn't Everyone Own a Copy?"

--------------------------------------------------
Dear Ken,

I must tell you that I am totally impressed with
MYSS! 2002. I recommend it to anyone I think might
be interested. I just mentioned it to a friend in
California, Ulf Wolf, a couple of days ago and he
e-mailed me back that same day to say that he had
bought it and was reading it and would let me know
how it went. He is much more experienced in
website design and building than I am (not that
that's saying a lot). It's a long haul but I don't
see how you would do a thorough job in less and it
is very easy to read.

I am completely new to website construction and I
already feel like I know more than anyone who is
offering professional web services in this neck of
the woods. So much so that I am about to start
offering professional website services
(non-technical) myself, based ONLY on the data I
have acquired from MYSS!2002.

I am already a professional writer and
photographer and have worked extensively in
marketing and PR so this is a fairly natural
extension to my existing skills. But MYSS!2002
gives me all the data I need in order to be able
to help clients build (or mostly rebuild) sites
that will sell and that will attract traffic.

In all of my professional career, I have only
found one reference that was as useful as
MYSS!2002 in terms of imparting valuable
instructions and skills that could be learned and
applied immediately. It was in a disrelated field
- stock photography - but it was clear from the
start, as it is with MYSS!2002 that the author's
intention was to pass on every bit of knowledge he
knew, based on his own success, so that others
could succeed too and that there was no other
intention.

The book was called "Sell and Resell Your
Photographs" and the author was a fellow called
Rohn Engh. It actually got me and my wife launched
on a photography and writing career that
eventually reached $250,00 per year. I just took
his book and followed his instructions like you
might follow instructions for setting up and using
a washing machine. It worked. I feel the same way
about MYSS!2002, although there is a lot more to
this one.

Anyway, this is all by way of thanking you for a
seriously underpriced product that I'm sure is
going to enable me to make a lot more money. You
may use this e-mail in any way that you wish. I
will continue to spread the word and will actually
recommend to my clients that they get hold of Site
Build It! and do their own thing in house rather
than rely on questionable outside help.

David Phillips, dcp@tampabay.rr.com
--------------------------------------------------

David, I thank you for taking the time to praise.  Very
generous of you to share your thoughts and to permit me to
pass your praise on to others.

Dear reader... if you don't already own MYSS! 2002, you
simply canNOT afford NOT to have it...

http://myss.sitesell.com/

And if you already own the original version, the upgrade
price is my way of thanking you for having confidence in us
when we were an unknown quantity...

https://secure.sitesell.com/myss2002/own-disc-order_special.html



-------
---2---
-------

Back to Our Roots...
Grass Roots Internet Marketing


You may know that my initial foray onto the Internet began
with a high-priced niche-investment software called
PennyGold (my own creation). I knew I had a great product
(because it worked!), but could I create a site that would
sell (i.e., convince others), and could I build TARGETED
traffic (i.e., attract people with an interest in this
niche)??

To make a long-ish story short, the answers to those two
questions turned out to be...

YES and YES!  Penny Gold sold out all 1,000 copies, netting
over $750,000 in two years.  Not bad for a 1-person
operation.  More importantly, though, this little experiment
proved to me that the Net was the perfect, low-risk, niche
marketing/selling medium.

It was my experience with PennyGold that led to our first
SiteSell product, "Make Your Site SELL!".  Recently updated
and completely revamped, MYSS! 2002 remains the undisputed
champion of selling on the web...

http://myss.sitesell.com/

Of course you know the rest of the story -- thanks to you,
SiteSell has grown rapidly over the last two years.  

But "SiteSell the business" is a much different e-business
than my very first one.  It's vast in scope.  It's 99%
affiliate-driven -- I believe that we are the only company
on the Net that is committed totally to growing through our
affiliate partners.

As a results, we don't compete with our affiliates.  We
don't even do anything that could be construed as such. For
example, we don't "work the engines"...  we don't bid on the
Pay-Per-Clicks. As a result of this policy...

Marketing SiteSell products is not the same as marketing
PennyGold or what most SOHOs/small businesses might offer on
the Net.  And that presented an interesting problem...

We need to stay close to grass roots marketing to be of
value to you.  And that's why we created our very own
real-world, test lab...

--

I'd like to take a second to introduce a key member of the
SiteSell team, Paul Crane.  Paul is our Site Build It!
Product Manager, as well as "researcher extraordinaire."
Paul does much of the background work and preliminary
preparation of many of our articles.  He also manages the
four traffic-building HQs (HeadQuarters) in Site Build It!
(Search Engines, Paid Search Engines, Directories, and
Pay-Per-Click), keeping the content fresh and cutting edge
(deleting out-of-date material and adding whatever is new
and important).  And he constantly tests our submitting,
spider-tracking, index-watching and ranking software so that
it keeps up with Search Engine changes.

Paul works his usual 9AM to 9PM 7-day a week stint for
SiteSell (what can I say, he's a slacker compared to other
SiteSell personnel!).  And then...

He spends his free time building HIS OWN online business.
Paul wanted to start an online business based upon a passion
of his... fitness and diet.  So he's grown, on a part-time
basis, a growing business which now consists of three
related sites.

First, he built a substantial content site...

http://www.ultimatefatburner.com/

(It didn't start out "substantial" -- it gets that way by
"doing just a bit every day," he says.)

This site drives traffic to his affiliate merchant-partner
and to his own e-book site. It's the first of three sites
that make up Paul's business -- together, the three sites
serve as our test lab.

By the way, Paul treats this business, which is a very real
business that sells a real product (heck, I've even lost
some weight thanks to the book!), much like you might... a
part-time venture that he'd like to grow until he's sure
enough about it that he doesn't need his 9-to-5 job....

HEY, wait a sec!  ;-)

Paul tests and evaluates all SiteSell formulas and
strategies BEFORE we present them to you.


-----PAUL's SIDEBAR-----
Ultimatefatburner.com has jumped nearly
400,000 Alexa points since I began to fully
implement SiteSell strategies on the Site.

Alexa now shows the site's ranking at 88,177
with a visitor score of 3092 visits.  Not bad
for a little part-time business, started from
scratch, simply by following our own advice!
-----PAUL's SIDEBAR-----


Part 2 of Paul's business is another content site.  Paul has
started to use Site Build It! to build this one...

http://www.diet-supplement-review.com/

... and this site also drives traffic to his e-book site, to
his affiliated merchant, and yes, even to the other content
site!


-----PAUL's SIDEBAR-----
Actually, if SBI! existed when I FIRST got
started, I would never have gone through all
the hassle of building Ultimatefatburner.com
the "old-fashioned" way... html, ftp, search
engine submitting, etc., etc. etc. (I should
add 10 "etcs" here!).  I would simply have
created this site using SBI!.

Diet-supplement-review.com is already one of
my top half-dozen referrers.  Not bad for a
site with only 10 pages (contains several
orphan pages used for further testing and
experimenting that you won't see until I hook
them up).

I particularly like the SBI! Analyze It!
feature. Interestingly enough, similar pages
built on Ultimatefatburner.com with Web
Position Gold don't score nearly as well!

Plus, there's no learning curve with Site
Build It!.  Over the coming months, you'll
see diet-supplement-review.com growing
steadily over the coming months.  And as it
does, its traffic will go up, up, up,
building more and more revenue for me through
my affiliate merchant-partners and through
direct sales of my e-book.

Actually, I think this whole idea was Ken's
way of heading off my asking for a raise! ;-)
-----PAUL's SIDEBAR-----


Paul sells his e-book from a single-page sales site at...

http://www.ultimate-fat-burning-diet-primer.com/

Anyone who visits this site comes from one of the other two,
so they are highly targeted, PREsold visitors. Paul's
Conversion Rate is outstanding (over 5%), PLUS he generates
affiliate income from the other two content sites.

By the way, when we launch Site Build It!'s e-commerce
capabilities, you'll be able to do EVERYTHING that Paul does
AT ALL THREE OF HIS SITES... through a single Site Build It!
site.  But I digress.  :-)


-----PAUL's SIDEBAR-----
Anyone who sells an e-book (or anything else
for that matter) and is not happy with their
conversion rate needs to read Make Your Site
SELL!.  It was Ken's original masterpiece
that enabled me to increase my conversion
rate from .25-.5% to over 5%.  Not bad for a
virtual unknown with no credentials, eh? 
-----PAUL's SIDEBAR-----


Now that Paul has built up a wealth of experience with this
"test lab," we're starting a series of hands on, in the
trenches, down-and-dirty approach to what works vs what
completely wastes your time, money, and resources.

These articles will be appear in all three of our e-zines
(Sales from the EDGE, SBI! XPRESS, and the 5 Pillar Report).
Each article will appear only in the zine that is relevant
to the content (i.e., don't worry -- we won't repeat the
same article in all the e-zines). For example, if Paul finds
an affiliate strategy that builds his affiliate income, we
share that with our 5 Pillar Affiliates in the 5P Report.


-----PAUL'S SIDEBAR-----
If you have not yet joined the 5P Program,
please do... even if it's just to receive the
"best affiliate marketing newsletter on the
web" according to gurus like Allan Gardyne
and Ralph Wilson. It's free...

http://www.sitesell.com/affiliateprogram.html 
-----PAUL'S SIDEBAR-----


And when Paul finds cool new ways to get even more out of 
Site Build It!, that article will appear in the SBI! XPRESS, 
which we send out to Site Build It! owners.

-----PAUL'S SIDEBAR-----
For those of you not familiar with the
XPRESS...

SBI! XPRESS delivers news and information
about the world of Site Build It!.  Filled
with timely tips, it's designed to be the
up-to-date "power supplement" that helps
WWWRING the most out of Site Build It!.

We then summarize that content and enter ALL
IMPORTANT INFORMATION into the various HQs in
SBI!'s Site Central (while deleting whatever 
is out of date).

It's all part of the overall SBI! policy...
you should not have to focus on anything that
has to do with technology. Not even keeping
up-to-date.  Because XPRESS does all that for
you.
-----PAUL'S SIDEBAR-----

Let's get started with the first article from our test lab
now, a short and sweet one to get us up and running...



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---3---
-------

Link Popularity... Worth the Effort and Worry?


In Net marketing circles, the topic of link popularity never
seems to lose its shine.  You and I have both seen umpteen
articles emphasizing the importance of link popularity.  We
read discussions regarding the locating and approaching of
link partners.  We read about link farms, and link-building
software.

In all honesty, there's no disputing the importance of
having a few high-quality, credibility-building links. But
as far as any more than that?

A tool by Marketleap sheds some light on the subject.  Take
a peek at Marketleap's Visibility Index...

http://www.marketleap.com/publinkpop/

It determines the link popularity for your own site, and
compares it against 3 competitors of your choosing (as well
of a large selection of sites it believes relevant).  It
delivers results in a tabular format, and ranks your
"Internet Presence" according to the number of your site's
incoming links.

According to Marketleap...

0-1,000 Links: Limited Presence

1,001-5,000 Links: Average Presence

5,001-20,000 Links: Above Average Presence

20,001-100,000 Links: Contender

100,001-500,000 Links: Player

Over 500,001 Links: 900 lb. Gorilla

I ran the experiment with Ultimatefatburner.com.  It
received a measly 122 links.  Geez, I figured, I must be
doomed, right?  Not so...  Not at all...

Marketleap reported some of my competitors with tens of
thousands of links. But guess what I discovered?

Many don't receive the traffic that Ultimatefatburner.com
does (again, as reported by Alexa).   Tenethealth.com, for
instance, receives a link popularity score of 12,372, yet
only receives 1,517 Alexa reported visits (compared to
(3,092 for Ultimatefatburner.com).

-----SIDEBAR-----
Of course, you will find plenty of
competitors with high link popularity that do
receive plenty of traffic -- but often these
are popular well known sites, or sites with a
large off-line presence. So it's not the link
popularity that drives the traffic -- it's 
their already-high offline profile.
-----SIDEBAR-----

And many of my pages beat theirs for competing keywords,
straight up, even though they start with that "link pop"
advantage...  Another reason not to get too excited about
spending a lot of time getting incoming links.

Here's another interesting observation to show you how link
popularity does NOT coincide directly with traffic...

WeightWatchers.com, a site with a link popularity of 14,540,
receives more traffic than The Centers For Disease Control
-- a site with a link popularity reported as 1,327,956.

This is not an isolated occurrence.  Play with Marketleap's
Visibility Index YOURSELF (using examples from your own area
of expertise) to give you a comfort level about how
unimportant link popularity actually is in generating
traffic.

What does this all mean and what SHOULD you do about link
popularity?...

1) Content is king.  Ultimatefatburner.com is a simple
content site -- each page submitted to the SEs follows the
80-20 rule for search engine optimization.  Content,
properly structured for your keywords, brings the Search
Engines to your site, not links.  And high-value content
satisfies your HUMAN visitors... which means click-throughs
to your affiliate programs, purchases of your products, AND
word-of-mouth (including links to your site, if your visitor
happens to have a site).

2) You are FAR better off devoting your time to building
content than you are wasting your time with link popularity.
Ultimatefatburner's #1 referrer is Google, a SE with a
well-known love of content sites.  This, despite Google's
indication of only 8 inpointing links to Ultimatefatburner.

3) Forget all those automatic link-building programs.  If 
you were an engine, wouldn't you rate any site using those 
programs with about 100 NEGATIVE points?  Hey, detecting 
TRULY GOOD SITES is their business.  They take it seriously.
Work WITH the engines, and you'll do much better.

4) Link Popularity DOES NOT equal traffic.  Since this is
true, it's just not worth the time and energy to manually
search out and approach hundreds of sites, 99.9% of whom
will turn down your request for a link.  Sure, if you happen
to find a great directory related to your theme, submit your
site.  If you happen to find a great non-competing site in
the same general area of interest, suggest that you exchange
links.  And YES... definitely get your site listed in the
Open Directory Project and either Yahoo! or LookSmart (or
both, if you can afford it -- if not, I'd recommend
LookSmart since Yahoo! now costs $299 ANNUALLY!).

But that's it.  Your traffic building energies are better
spent elsewhere...

... and those will be the topics for future articles.  :-)


~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~SiteSell Discount Directory~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
http://www.sitesell.com/discount-directory.html

Please bookmark this page -- it's the only page that you
will EVER need to buy SiteSell products at an owners-only
discount. For owners of SiteSell products ONLY, it provides
discounts on all products, except for the Electronic Version
of MYSS! -- if I reduced the price on it, I'd have to pay
*you* to buy it!  ;-)

SiteSell Discount Directory
http://www.sitesell.com/discount-directory.html

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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http://www.sitesell.com/edge/backissues.html

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Contact info: E-mail us at... 

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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Written by Ken Evoy, M.D.,
President, SiteSell.com
(c) copyright 2002 SiteSell.com