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SITE-SELL! Issue #014
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SITE-SELL!
The World's Most USABLE E-commerce E-zine
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>A free, occasional e-zine dedicated to showing you...
> ... how to SELL on the Net!
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January 10, 2001
Issue #014
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>ALL-TIME FAVORITE ARTICLE
If a friend forwarded this copy of SITE-SELL! to you, here's
our readers' all-time favorite SITE-SELL! article. It's a
powerful example of how to makeover your own site to...
... SELL on the Net! :-)
http://articles.sitesell.com/bhh/
If you like what you see and want to keep getting more of
the same, please visit...
http://myss.sitesell.com/s-ezine.html
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>READER'S CHOICE...
Care to see the VERY BEST ARTICLE (according to reader
feedback) from each of our OTHER two e-zines?...
http://articles.sitesell.com/
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>TABLE OF CONTENTS
o SITE-SELL! Xpress News
1) Site Build It! Launches...
The Ultimate e-Solution, No Matter WHAT You e-Do
2) Really...
Start by Taking the NEW Affiliate Masters Course
o Featured Articles
1) Two Old Friends...
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>~~~~~~~~~~~~~~~~~~SITE-SELL XPRESS NEWS~~~~~~~~~~~~~~~~~~
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--1--
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Site Build It! Launches...
The Ultimate e-Solution, No Matter WHAT You e-Do
Yes, it's done! Site Build It! is available... and please
allow me to immodestly state... that it's the best
ebusiness-building system on the Net... at any price... no
matter what you e-do.
If you're an affiliate, or thinking about starting an
affiliate e-biz... it's indispensable for building TARGETED
traffic, which is what builds ANY successful affiliate's
income.
If you have an online store, there's no better way to drive
TARGETED traffic to it... and generate ADDITIONAL income
streams at the same time.
If you have a site that is dedicated to selling your very
own "labor of love" (an e-book or software, perhaps), or
maybe a site that sells your professional services... it is
THE perfect way to drive exactly those kind of people who
are most likely to become YOUR customers to YOUR site.
Really... no matter what you e-do, it is simply the best at
helping you build that business.
OK, enough bragging. :-)
--
Actually, it's NOT hard to be the best. Why?
Because Site Build It! is the only system that breaks the
entire process down into tiny steps, each of which WORKS and
is... DO-able by anyone. AND, then...
Site Build It! supplies all the tools that convert the most
tedious, time-consuming, and difficult steps into simple
clicks of buttons.
Of course...
You still have to THINK. You still have to put in the
EFFORT. There's simply no such thing as "easy money"...
anywhere. People looking for that are doomed to face one
disappointment after another.
Count me out -- I won't market to those folks.
But if you are ready to supply the MOTIVATION, Site Build
It! supplies EVERYTHING else you need. So... if you do only
one thing this bright and shiny new millennium, take your
time and review the site...
http://buildit.sitesell.com/
Within the first few paragraphs of the site, you'll know if
Site Build It! is right for you. If it is...
Take a full hour to review the whole site. There's a wealth
of information there... take the time to absorb it all... to
turn this bright first year of the millennium into a success.
As you'll see, there are three parts to Site Build It!. You
can start, risk-free, by subscribing to PART I of Site Build
It!, the NEW Affiliate Masters Course. Just send a blank
e-mail to tams@sitesell.net to get started right away.
There's really only one thing wrong with the Affiliate
Masters Course... I misnamed it. As many, many subscribers
have noted, this 100+ page course is not JUST for
affiliates. Whether you have an online store, or are
selling your own professional services, or have a sales site
that sells ANYTHING ELSE...
... your next important step is to become YOUR OWN
SUPER-AFFILIATE. And, at the same time, build ADDITIONAL
streams of income --> all by using Site Build It!
No matter what you e-do...
Site Build It! puts you on a solid course to success.
Site Build It! stops the noise and distractions from a
million different voices.
As the Net changes, so does Site Build It!. It will
continue to grow and improve, adding only techniques and
technologies that will make you more profitable on the Net,
not matter what you e-do... all at no additional charge.
It's the ultimate e-commerce value bundle! :-)
http://buildit.sitesell.com/
-----
--2--
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Start by Taking the NEW Affiliate Masters Course
There is so much information in the NEW Affiliate Masters
Course. Much of it is info that you have never read
anywhere else. I've organized it in a super-effective
manner. How good is it, really?...
You *WILL* graduate from the 10-DAY course (delivered over a
period of 5 days via e-mail) with the ability to do
EVERYTHING in the course -- you don't actually need the rest
of Site Build It! to DO it. Of course...
Yes, I'm hoping that when you see and understand the real
power of this ebusiness-building system, you'll decide to
use the Site Build It! tools to leverage its implementation.
But you don't have to necessarily.
As I said, there's really only one thing WRONG with this NEW
Affiliate Masters Course... I did misname it. This course
is REALLY not JUST for affiliates. It's for ANYONE who
sells ANYTHING else.
Be your own BEST affiliate. And, at the same time, build
ADDITIONAL streams of income.
Of course, if you ARE already an affiliate, or simply
considering it, the course is tailor-made for you.
Take the new, still free, Affiliate Masters Course. It will
show you EXACTLY how to finally carve yourself a piece of
that e-commerce pie (now that you've finished off the
HOLIDAY pie, of course!).
Just send a blank e-mail to...
<>
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>~~~~~~~~~~~~~~~~~~~~FEATURED ARTICLES~~~~~~~~~~~~~~~~~~~~
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---1---
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Two Old Friends...
During my very first days on the Net, I quickly discovered
two Net marketing pros, John Audette and Ralph Wilson...
REAL people with strong visions, common sense (so UNcommon),
solid ethical values, and the outstanding ability to
consistently pass along information that was useful for me
to build my business.
I thought about them because this past week both of them
"hit me" on the same day with strong and useful information.
Let's start with John Audette and his excellent mailing
list, I-sales. This past week, on January 7, 2100, he
reprinted the following post from a Ms. Marry Morris,
entitled...
THE INTERNET: MASS MARKET OR MASS OF MARKETS?
As *YOU* read it, please remember that Ms. Morris posted it
exactly 5 years ago!. Here it is...
------START MS. MORRIS POST----->
When the Internet was introduced to businesses last year, it
was introduced as a "mass market of 30 million". We all know
that the 30 million figure depends on so many variables that
it is likely to be both true and false for the measurable
future. Unfortunately, even if the 30 million figure is
removed, the concept of the Internet as a mass market is
still firmly implanted in people's minds.
This mass market fixation is something that older business
people and business school professors have been advocating
because they are stuck in a rut. The new wave of marketing
techniques are target marketing, network marketing and
direct marketing. Anyone who chooses to be stuck in the mass
marketing mind-set is doomed in both cyberspace and the real
world.
The Internet has never been a mass market.
It is important to draw the distinction here between the
classical business school definition of mass market (i.e. a
group of buyers that the seller mass-promotes one product to
such as Henry Ford's any color car as long as it is black),
and the current perceived definition of a large group of
people usually 20% of the population or an audience of
millions. However, regardless of the definition, "the
Internet" is not a mass market.
The new perception of a mass market has evolved because even
in the real world the mass market is becoming a thing of the
past. The introduction of targeted magazines and cable TV is
eroding this a little more every day. Thus people now
consider a mass market to be nothing more than a large
audience.
"The Internet" is not in any way, shape or form, a single
entity. There is no way to reach "the Internet". Reaching
out to or communicating with "the Internet" can only be
guaranteed to be done by private email which is impossible
in this distributed often unlisted medium.
The Internet is the ultimate network of niche or target
markets. People congregate in areas where their interests
lie. Because of the large amount of data circulating on the
Internet, people guard these sanctuaries of interest
vigorously. Intrusions of material not pertinent to the
interests of the group are beat back with mail bombs,
cancelbots, flames and complaints to the offender's ISP.
The home page of places like Yahoo and Excite may be the
closest thing to mass markets that the Internet has. This is
not to say that all of the pages of these sites are equally
mass market. There are less than 20 web pages on the entire
Internet where you can guarantee that even a significant
minority of the Internet will visit. 20 pages out of a few
million is a pretty small percentage. Once the person gets
off of the main home page and into a topic area, their minds
are fixed on the topic that they may be searching for.
Erroneous data such as un-targeted advertising banners in
these topical areas have limited impact.
Someday the Internet will be fairly standard and have a good
portion of the population. After all, 1995 saw the sales of
more computer equipment than TVs. Someday there will be a
critical mass on the Internet to declare that you really can
reach more than a million people in a few targeted markets.
Nonetheless, this still won't be a mass market.
The Internet has a remarkable phenomena where once a
critical mass is reached a group fragments into a set of
subgroups that are even more specific. There used to be one
netnews group comp.infosystems.www. There are now 16 or more
comp.infosystems.www.* newsgroups. Fragmentation is the only
way to prevent the latest industrial disease, Information
Overload. It is a spontaneous process on the Internet.
Critical mass market mass will rarely ever be reached. If
you are Pepsi or Coca-Cola, this means problems. If you are
someone trying to sell Italian shoes, this is a good thing.
The more the market fragments, the more targeted things
become for you automatically.
Remember the future of the Internet is agent technology that
searches the Net for specific information for us, and
filters the incoming information. The more the individual
filters or controls their input the farther away from the
mass market things become.
------END MS. MORRIS POST----->
Is Ms. Morris a prophet, or what? Brilliant post!...
Despite all the changes and growth the Net has seen, every
word still rings true.
John Audette replied (in 2001!)...
------JOHN'S REPLY----->
Mary's crystal ball is crystal clear.
Ideally we like to have a format for the Sunday Feature
where Mary and I disagree. However, she is so right on this
week that I can't even play devil's advocate. So instead of
disagreeing for the sake of disagreement, or attempting to
restate what she has so eloquently said, I'm going to
comment on how we as online business people should position
ourselves so as to derive maximum advantage from this
exciting new medium.
Mary states,
>The new wave of marketing techniques are target marketing,
network marketing and direct marketing. Anyone who chooses
to be stuck in the mass marketing mind-set is doomed in both
cyberspace and the real world.
The Internet has never been a mass market.
The Internet is the ultimate network of niche or target
markets.<
Now if you're the CEO of Pepsi reading this, you might not
find it too thrilling. But if you are selling a service or a
product that is of interest to a specific market, you oughta
be thrilled. The Internet gives small businesses virtually
(pun intended) unprecedented opportunity to reach a
specialized market (target marketing), to build community
(network marketing) and to directly address the
prospect/buyer (direct marketing). Realizing this is
important as it has several implications as to how you
direct your online sales effort:
o Don't by seduced into measuring the success of your
website by raw hits. The quality of your audience is far
more important than the quantity of your audience. Use sales
as a measurement.
o Be certain that you are providing content designed for
your selective audience; don't dilute your content by trying
to be all things to all people. You'll end up being no
things to all people.
-----KEN'S SIDEBAR-----
Boy, does that sound like Site Build It!!
-----KEN'S SIDEBAR-----
o Do what you love and the money will follow. I know, it's
an old cliche, but I think it has a greater chance of being
true with online business efforts than ever before. Your
level of interest and knowledge in your specific product or
service will be all too evident. There's no place to hide
ignorance or lack of passion online.
-----KEN'S SIDEBAR-----
Boy, does that sound like Site Build It!, too!
-----KEN'S SIDEBAR-----
o Don't compete on price. When you are dealing with a select
audience, one that is sincerely interested in your product
or service, they are more concerned about your expertise,
level of quality and commitment then saving a buck or two.
The Internet is not WalMart.
o Respect the intelligence of your audience. The Internet is
a highly literate community. Marketing and sales techniques
that work "outside", such as hype and noise, simply don't
cut it "inside". In their place, provide information and the
opportunity for your viewer to continue to "drill down" for
more. And isn't it nice to have the neighborhood hardware
store back?
Pretty interesting stuff. That Mary Morris was something.
------JOHN'S REPLY----->
I-sales has been one of my very favorite, "don't miss"
e-mails that hit the old INBOX. You can subscribe at...
http://www.audettemedia.com/subscribe.html
-----------------
The second "old friend" is Ralph Wilson. Ralph's widely
read Web Marketing Today (a free e-zine) is awesome. It's
hard to find a Web marketer who does NOT read WMT.
Ralph publishes a second e-zine, Web Commerce Today. WCT is
every bit as good, every bit as important. Yet it's hard to
find a Web marketer who actually DOES subscribe to it.
The only reason I can fathom is that you have to pay for it.
Yet the $49.95 for an annual subscription to WCT is one of
THE "best buys" on the Net.
Amazing. It's a big part of the reason why the Net is
moving more and more to paid models. Hard-working,
straight-thinking, OVERdelivering information providers
can't survive by providing "gold for free" forever.
This week, Ralph sent me a copy of his new book entitled...
"12 Ways to Give Your Webstore a Sales Boost: Proven
Techniques to Increase the Conversion Rate in Your Online
Store."
It's so great that I've asked him if he'd consider expanding
this into a new book that I've been considering for
SiteSell, called Make Your Online Store Sell!
He's a busy guy, though. So in the meantime, you can get
this 71 page book that will most certainly multiply the
sales from your online store simply by subscribing to what
is already one of the best bargains on the Net...
WEB COMMERCE TODAY
http://www.wilsonweb.com/wct/
I hope you enjoy my two old friends as much as I do. :-)
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>~~~~~~~~~~~~~~~~~~~~SITESELL PRODUCTS~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Make Your Site SELL!
"The definitive work on making any Web site SELL!"
<>
Make Your Knowledge Sell!
"Turn knowledge into income -- sell your brain on the Net."
<>
Make Your Price Sell!
"Price with complete confidence & double your Net profits."
<>
Make Your Words Sell!
"Want to sell MORE? Become an e-persuader."
<>
Site Build It!
"Build income through content."
<>
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Written by Ken Evoy, M.D.,
President, SiteSell.com Inc.
(c) copyright 2001 SiteSell.com Inc.