Sales from the EDGE
Back Issue #034
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Sales from the EDGE Issue #034
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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.
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January 23, 2003
Issue #034
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TABLE OF CONTENTS
o SITESELL NEWS
1) SBI!'s OpenRate Launches
Is YOUR Newsletter Being Opened And Read?
2) Whitelist SiteSell.com To
Avoid Missing Any Vital Communications!
o Featured Article
1) Test Tube Article: Gear Up For A Great 2003!
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>>~~~~~~~~~~~~~~~~~~~~~~~SITESELL NEWS~~~~~~~~~~~~~~~~~~~~~~
>-News-
---1---
>-News-
SBI!'s OpenRate Launches...
Is YOUR Newsletter Being Opened And Read?
Last week, we announced to 5 Pillar Affiliates the addition
of OpenRate functionality to SBI!'s already state-of-the-Net
MailOut module.
Fantastic news, indeed, considering the MailOut Module
*already* sports unique functionality not seen anywhere
else. For example...
The SpamCheck Report. Another piece of integrated,
invisible technology that empowers uses without intimidating
them. It's just one of the reasons why SBI! does not have
just satisfied customers... it has raving fans. :-)
And now...
These die-hard fans are raving even more!
OpenRate uses some slick technology (invisible to both
marketer and subscriber) to report on both the number of
subscribers who open your e-zine, and the percentage.
This provides SBI!'ers with insightful, useful data as to
whether their e-zines are properly addressing the needs of
their clients and/or visitors. In other words...
Is *your* newsletter being opened and read?
If so, by how many?
And... are more, or less, reading your zine, over time?
OpenRate is especially valuable as it allows you to track
and understand what works with your readers, for maximum
effectiveness. Of course, it's exciting for another reason
as well...
SBI!'ers are thrilled to be receiving greater functionality
than they'd expect to find with a dedicated newsletter
delivery service. And they're doubly thrilled to be
receiving this functionality *and* SBI!'s 20+ other modules
for *less than* the cost of a dedicated newsletter delivery
service *alone.* Here's the full list of features...
http://buildit.sitesell.com/index.html#FEATURES
With the launch of the new OpenRate functionality, the last
piece of SBI!'s MailOut Module falls into place. OpenRate
stands above the best, dedicated newsletter-delivery
services on the Net. And, of course, it's ad-free! :-)
Consider these facts about SBI!'s MailOut functionality...
o We've built the whole MailOut, from the ground up, to
eliminate spamming (either accidental or intentional). Why
is that so important for you? Because if you send your zine
from a sloppy mail server, many ISPs will block *your* mail.
o Rigorous, detailed bounce-back management and automated
abuse reporting keep your newsletter lists
"squeaky-clean"... Which keeps the entire mail server of the
highest reputation... Which keeps *your* mail flowing
smoothly.
o The SpamCheck module is a proactive strategy that helps
you side-step the often "over-vigilant" spam filters,
ensuring delivery of your messages directly to those who
matter most...
Your subscribers.
After all...
The foundation of any successful Net-marketing venture is
the ability to deliver the mail directly to a subscriber's
mailbox. (Not much has really changed since the days of
the Pony Express -- "neither hail nor rain nor sleet...")
So, while you may not actually see a lot of the state-of-
the-Net technology underlying MailOut, believe me -- there
is *no* better system on the Net that *delivers the mail!*
-----SIDEBAR-----
There are hundreds of sitebuilders on the
Net, but only one that focuses on *success,*
which is why so many SBI! sites place in the
top 100,000 sites on the Net at Alexa.com.
Compare SBI! features with other major small
business hosting solutions, and you'll see
why we don't call SBI! a "hosting solution."
It is the only *all-in-one* site-building,
site-hosting, *and* site-marketing *integrated
system of software tools.*
Here's the comparison...
http://buildit.sitesell.com/buildit/compare2.html
You'll notice something especially
interesting about every other Web-hosting or
site-building service...
Very, *very* low starting price.
It's called the "bait-then-switch price"
because that low price basically allows you
to breathe, and that's about it! ;-)
But good news! For just another $30 per
month, you can get the platinum package.
Oh, you wanted to e-mail an e-zine?...
$25 per month, *extra*.
And so on and so on and so on.
Not so with SBI!.
All the tools, all in one place, all for one
low price. Here's the **actual dollar
value** of all that functionality...
https://secure.sitesell.com/build/order.html
.... no bait. No switch.
-----SIDEBAR-----
>-News-
---2---
>-News-
Whitelist SiteSell.com To
Avoid Missing Any Vital Communications!
Over the last few months, I've talked increasingly about the
preponderance of filtering software used to stem the flow of
spam on the Net. The problem, as we all know, is that
oftentimes the filters are a little too diligent in their
duties, culling the good along with the bad (that's why we
developed the SpamCheck tool, right?).
Net result? Mail that you *want,* e-mail that is critical
to your growing business, gets trashed by your ISP or mail
service.
It can take as little as a single complaint to get you
blacklisted for a variable amount of time by different
services. Truly overkill.
Nonetheless, we all have to deal with it. Here's how to
make sure you never miss your mail from SiteSell.com...
Most ISPs and mail services will allow you to "WHITELIST"
the e-mail addresses of the people/companies you wish to
hear from, keeping that mail *out* of the "junk" folder.
There are different protocols for each service, of course.
We've put up on the Net protocols from several of the most
popular services...
http://www.sitesell.com/whitelisting.html
So if you are receiving us via AOL, HotMail, Yahoo!, or any
similar service, please visit the above URL and make the
appropriate modifications -- you'll only ever have to do it
once. Here's that URL again...
http://www.sitesell.com/whitelisting.html
Don't let the spammers beat you. Use your e-mail services'
defences to let SiteSell.com in, while keeping the spammers
out. Keep the EDGE flowing into *your inbox.* :-)
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>> THIS ISSUE'S FEATURED ARTICLE
-------
---1---
-------
Test Tube Article: Gear Up For A Great 2003!
Paul Crane is Site Build It!'s Product Manager, and
SiteSell's "in-the-trenches" Net marketer. Part of his job
is to stay up-to-date on the most recent Net marketing
strategies and to implement and test them on his various
sites. Of course, the good news is you only hear about the
strategies worth implementing.
In his very limited spare time, Paul operates (and makes a
profit from)...
A Yahoo! store...
http://www.ultimatefatburner-store.com/
A content site...
http://www.ultimatefatburner.com/
An SBI! site...
http://www.diet-supplement-review.com/
And an e-book...
http://www.ultimate-fat-burning-diet-primer.com/
-----SIDEBAR-----
We don't use focus groups or marketing
surveys to design Site Build It!. We live in
the same trenches that you do, working the
Net, day in and day out. And I personally
read and tabulate the Wish List requests of
all SBI! owners. It's that mindset and
connection that gives SBI! such an edge over
the competition (if there were competition,
that is -- nothing is even close to what SBI!
does and what its users *achieve* with it).
-----SIDEBAR-----
Paul has his finger on the beat of the "small business Net."
And, to kick off 2003, I've asked him to provide you with a
series of tips you can use to make 2003 the most profitable
year ever. Take it away, Paul!
------
Thanks, Ken. Paul Crane here.
With every new year comes the inevitable soul searching, the
re-establishment of goals, and the birth of new commitments.
For those of us trying to use the Net to leverage income (on
a full or part-time basis), we all want our e-businesses to
grow and become more profitable.
So, today, I'm going to talk about practical realities and
definite, concrete steps you can take to ensure you wring
the most out of your Internet venture in 2003...
.... no matter what it may be!
Let's get started...
-------------------------------------------
Step 1: Organize -- My #1 Tip For Everyone
-------------------------------------------
I don't suppose I'm going out on a limb by assuming that
most of us are in the same boat when it comes to building
our e-businesses...
It's a part-time venture.
And you and I both know that time is a commodity that is in
very short supply. So the first thing on the list is to get
organized -- every ounce of productivity must be squeezed
from the limited spare time you do have. Make sure you
have...
1) A quiet, dedicated work area, where you are not prone to
the everyday distractions of your household
2) A clean, tidy work space that encourages productivity
3) A list of prioritized tasks so you can get to work
immediately (more on this in a few minutes).
Next, allocate some non-negotiable e-business-building time,
(i.e. Sunday mornings, from 8am to 12am), and stick to
your guns. Do not alter this schedule for anything but
earthquakes and major family events. :-)
As Ken says, the key to doing it is...
.... doing it. But, first, you have to *organize* to do it.
Once you get organized, it's time for...
----------------------------------------------------------
Step 2: Analyze And Criticize -- My #1 Tip For Affiliates
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Want to get off to a profitable start in 2003? Sit down and
do a thorough, honest, and critical analysis of your 2002
online offerings -- before you even think about doing
anything else.
Although your analysis will vary somewhat with the nature of
your business, here are a few things to consider...
1) What offers or products are my visitors responding to
most eagerly?
Is there any way I can expand upon this? Are there related
offers I can introduce them to? Is there any way to expose
more of my visitors to the offers that work the best?
-----SIDEBAR-----
Build upon proven successes -- it's the path
of least resistance to greater success.
-----SIDEBAR-----
2) What offers or products are my customers rejecting?
Find out *why,* before you decide whether there is any point
in continuing unsuccessful offerings.
If you have products/offers that convert at a miserable
rate, there's a good chance you are not properly matching
the offer with your audience. Case in point...
On Ultimatefatburner.com, I represent one product that
converts visitors at the range of 8-12%, and has done so
every month for the past 6 months.
Conversely, I also represent a company that provides health,
fitness, and diet programs/counselling online. It converts
at an astoundingly horrific 0%, and does not generate sales
-- no matter what I do, or how I present it to my audience.
At first, I thought *I* was doing something wrong, since my
partner's product and site are both good. But when I looked
at my log files, a different story emerged...
The vast majority of people arrive at Ultimatefatburner.com
as a result of a keyword search for a popular sport or diet
supplement at the SEs. In other words, although they
probably could use a company that provides health, fitness,
and diet programs, that is *not* their mindset when they are
performing that keyword search. Many of them are looking
for the "quick fix." So, although they certainly are
interested in learning about more effective (and perhaps
more competitively-priced) alternative supplements, they are
not interested in any fitness or diet program.
Voila! Zero conversions!
Here's the moral of this story...
Find out *why!*
In this case, I examined my log files for my most popular
"entry" pages... and I determined the keywords that
"unearthed" these pages.
-----SIDEBAR-----
Site Build It!, of course, makes this kind of
diagnosing a snap, providing these and other
tools that will tell you all you need to know
"at a glance."
-----SIDEBAR-----
From that information, it's easy to figure out the mindset
of the visitor. Are your offers consistent with this
mindset? If not, offer a more suitable product.
Don't make the mistake of assuming (like I did) that
related offers will work for your audience. For best
results, "cut the fat." Don't waste time devoting your
efforts to (PRE)selling products that don't generate
results. If you've made a conscientious effort with little
success, quit wasting your time.
Focus and build upon what *works* on *your* site. Cut the
rest.
3) Does my Web site inspire confidence?
It's elementary really... a simple, clean design exudes
confidence, and qualifies you from the exact moment your
site loads into a browser.
On the other hand, a garishly-designed, banner-ridden site
does the opposite. It provides an immense (and unnecessary)
hurdle for your visitors to overcome, should your site's
copy be sufficient to gain their interest. Remember...
On the Net, perception *is* reality.
Be critical of your analysis... view your Web site from your
visitors' eyes, *not* your own. What do they see? What do
they feel? How would *you* feel?
As Ken would say...
Banner farms don't work.
Banner farms don't work.
Banner farms don't work.
So why do people still do them?
4) Are my (PRE)selling efforts up-to-par?
Accurately matching your audience to your products or offers
is the first step of effectively generating click-throughs
and sales (whether to your own products or services or to
your merchant partners' sites). Good (PRE)selling is the
second. Some items for your consideration...
o Do I speak with authority on the products I sell or
represent? Am I familiar with the benefits they provide?
Do I present a thorough, unbiased presentation or do I
gloss over or omit any possible shortcomings?
o Is my visitor's well-being first and foremost in my
mind, or am I instead focused entirely on making the sale?
o Is my (PRE)selling effort a transparent sales pitch?
Good PREselling is really nothing more than looking out
for the needs of your audience. Do this, and they will
reward you!
5) Am I generating enough traffic to sustain my business?
Traffic is the lifeblood of your business.
Without it, your site will whither and die, regardless of
careful customer analysis, (PRE)selling prowess and
confidence-inspiring design.
Yup...
It don't mean nuttin' if you don't have the traffic! :-)
Given that Conversion Rates on the Net can vary greatly
(from .25% to 12% depending on a huge number of factors),
you are simply not going to generate the cash-flow necessary
to sustain your interest without suitable traffic figures.
So minimal traffic flow is a serious problem that must be
remedied. If you can afford it, and your visitor interest
is worth it, consider implementing a Pay-Per-Click program,
or submitting a few of your most optimized pages to one of
the better Paid Inclusion programs.
Other possible solutions...
i) e-zine ads
ii) directory listings
iii) highly optimized Keyword Focused Content Pages
.... to name just a few.
However you set about it, insufficient traffic is a problem
that *must* be remedied!
-----SIDEBAR-----
If you asked me what single benefit most
differentiates Site Build It!, I'd be hard-
pressed to come up with *just* one. But if
you forced me to name that one, it would have
to be its **traffic-building** abilities.
Review the results in the URL below. Soon,
there won't be room in the Alexa Top 100,000
site if you are not using SBI!...
http://buildit.sitesell.com/survey-alexa.html
Do your own survey by checking out SBI! sites
at a third party SBI! Review Site...
http://www.mikino.com/
.... or by checking out our sample sites at...
http://buildit.sitesell.com/sbi-samplesites/index.html
Check the rankings of those SBI! sites at
Alexa.com...
http://www.alexa.com/
(Alexa's an invaluable tool. Just enter the
domain name into Alexa, click on the "Search
the Web" button, and you'll see where the
site ranks.)
Do *all* SBI! sites rank near the top? No,
of course, that's impossible. But the
percentage that do is truly staggering. And
if you use SBI! properly, you *will* succeed,
too.
And like I said... that's just my favorite
benefit out of many powerful *business*-
building modules.
-----SIDEBAR-----
-------------------
STEP 3: Prioritize
-------------------
Once you have determined the strong and weak points of your
business, it's time to prioritize your Action Steps -- from
the most to the least important.
The old axiom still rings true...
"A (wo)man's work is from sun to sun...
.... but a Net-marketer's work is *never* done!" :-)
There will *always* be too much work to do. So do the most
important Action Step first. Stay on the right side of the
80-20 rule.
There's no point, for example, concentrating on building up
your traffic if your site design and (PRE)selling efforts
are not up-to-snuff. Your efforts will be wasted.
Instead, work through the chain...
1) Web site design -- This is the first thing your visitor
sees, and this is how s/he takes a quick measure of your
site. If it needs work, fix it first. (With SBI!, it's a
snap to make sure you have a professional "look and feel" in
minutes.)
2) Web site copy -- This is the second thing by which your
visitor measures your site. If your (PRE)selling efforts
need some re-working, that's next.
3) Traffic -- Now it makes sense to start driving some
traffic, right? Those visitors now stand a much better
chance of converting into customers!
-----
Make tasks more manageable by breaking them into smaller
chunks. For example, let's look at the job of "building
traffic." Where would you start, exactly? It's a little
overwhelming, to say the least, so break the task down into
pieces...
i) Build a Pay-Per-Click campaign at FindWhat.
ii) Build a Pay-Per-Click campaign at Overture (Overture is
becoming such a pain -- and expensive -- that FindWhat is
moving up my priority list *fast*).
iii) Submit your site to The Open Directory. *And,* if
you're an SBI! owner, you know how to get into Zeal.com,
which gives you a free LookSmart listing -- it's all about
content first, then commercialization! I've been getting
lots of nice e-mail about the success of that strategy! :-)
iv) Submit your site to Yahoo!.
v) Build a half-dozen Keyword Focused Content Pages, one
page at a time.
vi) Exchange links with several of the top related sites in
your industry.
vii) Publish and grow your high-value e-zine.
Of course, the easiest way to do all this?
Build a highly-focused Theme-Based Content Site using
SiteSell's Site Build It!...
.... then it all becomes so much easier, so much more
successful (no doubt about that part!), *and* so inexpensive.
--------------------------------
Step 4: Invest In Your Business
--------------------------------
What attracts many fortune-seeking people to the Net is the
fact that start-up costs are relatively low compared to the
"bricks and mortar" world. Unfortunately, costs are going
up, up, up, and there are more and more bogus services
charging significant dollars for low return.
Search Engines and Directories are leaning more heavily
towards paid inclusion programs. Overture has become very
"big business" oriented. So it's becoming harder and more
expensive to achieve great results with a small investment.
As a result, here are my three top picks for investments in
2003...
------------------------------
#1) Buy and use Site Build It!
Far and away, nothing else comes close to results for the
dollar. It's thrilling to see how my SBI! site...
http://www.diet-supplement-review.com/
.... continues to outperform all the major search services
(except Google and Yahoo!, of course), in driving targeted
traffic to my Yahoo! store, my e-book site, and to
Ultimatefatburner.com.
It really serves as my own little "search engine,"
pre-qualifying visitors before diverting them to my other
income-generating sites. Considering all the functionality
and capabilities Site Build It! has, I (almost) feel a
little guilty about using it the way I do.
After all, there's nothing fancy about what I've done with
Diet-Supplement-Review.com -- if I spent a bit more time, I
could make it far sharper. But it doesn't need to be -- its
simple and clean design does not distract visitors. Its
optimized content draws traffic from the SEs. The
PREselling copy diverts visitors down profitable avenues.
Bottom line...
It just plain works! And if it ain't broke...
Don't fix it!
In fact, I'm confident SBI! will work for you, no matter
what you have in mind. With development well underway for
the E-goods and Affiliate modules, and HTML Editor
Compatibility (yes, FrontPage, DreamWeaver, and GoLive),
imminent, there's nothing to stop you from using it to build
your business...
http://buildit.sitesell.com/
Seriously... just follow the process, and build a site that
sucks in visitors from the SEs like a magnet! Heck, I have
not added a page to this site in months and it still chugs
along like a fine Swiss watch... driving traffic like
clockwork.
Imagine what I could do with it if I really had the time?
Perhaps even more impressive is that its pages, built around
"profitable" keyword phrases generated by SBI!'s client-side
Manager, outperform and generate more traffic (on a page by
page basis) then my much larger, older Ultimatefatburner.com
(which also has the benefit of being listed in all 3 major
Directories -- Yahoo!, LookSmart, and The Open Directory).
Highly recommended, no matter what kind of small business
you have or intend to have, online or offline...
http://buildit.sitesell.com/
--------------------------------------
#2) Implement A Pay-Per-Click Campaign
Although Overture is your best bet for driving PPC traffic
on a large scale, it is becoming increasingly difficult to
work with, and very small-business "unfriendly" (and let's
not forget to mention expensive). Several new "innovations"
(like the recent MatchDriver) and recent policies have also
made it difficult to hunt down and bid upon low-cost
niche-related keywords.
Increasingly, my recommendation for quick PPC traffic is as
follows...
Open an account at FindWhat.com, and set up your listings.
(Again, it's a snap with Site Build It!).
Once you've done that, "clone" your account over to Lycos'
InSite Adbuyer. You'll have your FindWhat listings
displayed on the Lycos network (includes Lycos, HotBot and
several smaller partners), which will improve results
significantly.
It's the easiest way to get some decent exposure without
having to deal with Overture.
-----SIDEBAR-----
If you're using SBI!, of course, you can use
the Manager-generated Excel formatted text
template and submit hundreds of your keywords
to FindWhat via e-mail. Much easier than
building a keyword list by hand...
http://buildit.sitesell.com/
-----SIDEBAR-----
--------------------
#3) A Yahoo! listing?
Only if your site...
o is not currently in the Google database
o is in dire need of some link popularity
o has plenty of optimized, content-rich pages to generate
traffic from a Google listing.
-----SIDEBAR-----
A listing in Google is essential to your
business. As you know, Google places special
emphasis on your site's in-pointing links.
Links from quality resources (like Yahoo!)
qualify your site as "quality," and are,
therefore, extremely beneficial is getting
Google to assign your site the value it
deserves within their index.
You can determine the PageRank value
(Google's "link" score, if you like) by
installing the Google toolbar at...
http://toolbar.google.com/
-----SIDEBAR-----
Do I recommend you investigate this option? I bit the
bullet, and forked over $299 for a Yahoo! listing in
October. It's already paid for itself. Here's the
scenario...
In September 2002, my merchant partners built me a Yahoo!
store -- I would be in charge of driving traffic to it,
while they would take care of the database, fulfillment and
processing.
Within a few weeks I recognized the viability of the
experiment. However, I also realized a few other things...
o Given the 1200+ items in the database (complete with
keyword-rich product descriptions), I was missing out on
some huge traffic from Google.
o Given a PageRank score of "0", Google wasn't about to
deep crawl my site any time soon.
o After 30 days, Yahoo!'s fees would start kicking in,
meaning it would cost me $200+ a month just to maintain the
site. This meant that I could really use that extra traffic.
So there was nothing to do but open my wallet and pay the
$299 to get listed in Yahoo!.
The result?
6 weeks later, my PageRank score had jumped from 0 to 5, and
I've gone from having only my store's home page listed in
Google to 1,200 pages in Google. Traffic from Google and
Yahoo! has exploded exponentially, driving traffic that
converts at an above-average level.
I agree, there's no doubt that eventually Google would have
assigned some credence to the store and crawled it
(considering the links I have pointing at it from my other
sites), but I simply couldn't wait that long.
In the end, a darn good investment!
Take a thorough look at your business and see if it makes
sense for you!
-----
OK, there you have it. This series of concrete steps *will*
set you on your way to a stellar 2003. So hey...
You've got work to do. I won't keep you any longer...
Make 2003 your most successful year yet...
.... until 2004, of course (see you next January)!
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~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 MYSS! 2002 -- 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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Contact info: E-mail us at support@sitesell.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Written by Ken Evoy, M.D.,
President, SiteSell.com
(c) copyright 2003 SiteSell.com
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