Hello {firstname},
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Yours in Success,
Sam Odiaka
Sam@oraifite.com
http://www.oraifite.com
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The RumourMan
RumourMan is a Free Electronic Newsletter. Like the
internet, it will evolve, and part of that evolution
will come from you. I want to hear from you.
I want
to hear about your successes and your setbacks - the
highs and the lows. Most of all, I want to know what
you want to know. Much of the ongoing power of
RumourMan will come from the synergy of our combined
experiences, information and knowledge. So take the
opportunity to communicate with your rumourman and
your fellow internet entrepreneurs. We'll all
benefit. We'll all move more quickly down the road
towards an automatic, ongoing and very impressive
internet income.
Note: This newsletter is transmitted by subscription
only. See bottom for removal.
(c) copyright Sam Odiaka
< http://www.oraifite.com > mailto:Sam@oraifite.com?subject=Rumour-News23
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5 Lessons Every Internet Marketer Needs to
Learn From Direct Mail Experts
By Terry Dean
I am an avid information "glutton." I have
read most of the marketing courses out there,
and have gotten ideas from almost every one
of them.
Too many Internet marketers are limited in
their viewpoint. They only want to read and
see information which has been produced
especially for the Internet. Well, I have
news for you. I have learned more about
Internet marketing through mail order and
direct mail courses than I have through 90%
of the Internet marketing products out there.
Mail Order has prospered for decades and it
still continues to prosper even during the
Internet revolution. You still receive sales
letters in the mail. You still see ads
through magazines you are reading. If you
will open your eyes you will see that the
"Death" of mail order has been greatly
exaggerated. It is still alive and well
on planet earth.
Mail order has withstood the test of time
and can teach you how to create a
profitable Internet business...if you
let it.
Mail Order Lesson #1: Everything isn't
profitable to sell by mail.
You will see many people online who are
trying to sell products that could have
never made it through a mail order approach.
The sales letter is too poor and the
concept behind the product just won't fly.
Plus, many of them are trying to sell
products which can be picked up at any
local store such as Wal-Mart.
These types of web sites would never have
stood a chance if they tried mail order.
The expenses that went along with it would
absolutely destroy their business - the
postage, the ad costs, the fulfillment,
the order lines, etc. They have chosen a
hard road to travel.
The reason they have never realized that
they have picked such a hard product to
sell is the fact that they have never
compared it to a mail order approach.
Through the Internet and the free
advertising available online, they are
able to make money from even the most
difficult products and the worst sales
letters.
Even though they are making some sales
through free advertising online, what
they don't realize is that their time
could be used much more productively by
selling the "right" product to the
"right" market. They could be making 10
to 100 times as much money by putting
forth the exact same amount of effort
if they had applied a few mail order
ideas to their Internet business.
How does a mail order business choose the
right product? The first test they put it
through is that it must not be available
reliably locally. It shouldn't be
something people can run down to the
store and pick up. It should be something
unique or something that can presented
in a unique way (if it is available
locally).
The second test they put it through is
that it must be easy to target the best
potential prospects and buyers. People
do not start mail order businesses and
try to sell to everyone. They would go
broke. The product needs to be something
that appeals to a specific niche market
(such as gardeners, model train owners,
mothers, etc.).
Mail Order Lesson #2: Target Your
Specific Market.
Successful mail order and direct mail
businesses target their market like a
laser. They don't just go through the
phone book and try to send a letter to
everyone listed. They seek mailing list
managers who can help them find specific
lists of people who:
Have Money.
Bought a Similar Product by mail.
Spent The Same Amount or More.
Did all of the above recently.
They go after buyers of similar products.
In other words, most successful mail order
companies don't create a product and try
to find people to buy it. They find people
who WANT to buy something. Then, they
create something to sell them.
Most Internet marketers have the process
backwards. Creating a product and then
trying to find people to buy it is the
HARD way. Finding people who are ready
to buy and then selling them what they
want is the EASY way. You may be able
to make money the HARD way, but why
should you when you could be making so
much more money the EASY way.
Mail Order Lesson #3: Use a Proven
Sales Process.
Too many people have jumped on the
Internet bandwagon and have led us to
believe that anything goes online. "You
never know what will work," they will
tell you. The way some "experts" talk you
would never be able to figure out what
creates successful Internet businesses.
Well, I have news for you. People have
been selling products and services by
mail for decades now, and every single
one of them has something to teach you
about creating a successful sales process.
Some will teach you what to do. Some will
teach you what not to do.
The same rules which have applied to mail
order advertising still apply to Internet
advertising. For example:
1. Mail Order advertisers have told us for
years, "The more you tell, the more you
sell." Yet, Internet advertisers have tried
to tell us differently. They have said
people won't read long copy online. They
have said people are too educated to be
convinced by a sales letter. They have said
that you don't even want to use a sales
letter on your site. Guess what? THEY are
wrong.
The mail order advertisers had it right...
after decades of testing their hypothesis
again and again. People will read long copy.
People just won't read boring copy. If your
sales letter educates the customer and tells
them more than the competition, then you
will make sales online. Good effective ad
copy still works today just as it always
has.
2. Mail order advertisers have told us to
use a headline on every sales letter. Yet,
Internet "experts" have forgotten to tell
us to use headlines on all of our web pages.
No mail order marketer would even consider
sending out a letter without a headline. So,
why would you even consider having a single
web page without a headline?
Mail order advertisers have also taught us
an easy method of increasing our response
rates by an immediate 27%. All you have to
do is put quotation marks around your
headline and your response rate will
immediately go up, because people believe
the quotation marks show that you are
saying something extremely important.
3. Mail order advertisers have told us to
write our sales letters like we are writing
them to our best friends. Internet "experts"
have told us to present a more professional
appearance. Sales Letters which have been
proven to work time and time again are those
which are written in a friendly tone. They
use underlining to emphasize key points,
shorts words, short sentences, and a
personal signature in blue coloring at
the bottom.
This same process of writing winning sales
letters still works online. You don't want
your visitors to think of you as a big
corporation. You want them to get to know
you personally and to bond with you. Then,
once they know you, they will buy from you.
Mail Order Lesson #4: Keep Detailed Records
Of Everything.
A successful mail order business is always
testing everything that they do. Nothing is
set in stone until it has been proven in the
marketplace. They track how much they spend
for ads, how many people respond, and how
many of the responders actually purchase
their products or services.
Every new ad will be tracked in the exact
same way. If they don't keep the records and
haven't done their math, they won't be in
business for long. Just because much of
Internet advertising is currently free does
not give you any excuse for not tracking
even more specifically.
Mail Order Lesson #5: Develop a Control
and Keep Testing It.
When you hear mail order advertisers talk,
they always speak of a control piece. This
is a scientific word which refers to the
sales piece which has already been proven
to sell. The goal of every mail order business
is to continually test this control document
and try to outsell it with another piece.
Then, once they find a piece which has been
proven to outsell the first one, they will
replace it as the new control. Then, the
process of competition between the pieces
begins again.
Do you have a control web site for your
product? Have you tested a web site again
and again to prove whether it is effective
at selling your products or services? If
not, then as soon as you are finished
reading this manual the first time, start
testing your piece.
Once you have a site that is making sales,
then it is time to create a mirror page
where you make some minor changes such as
a new headline, a different picture, a
different price, etc. Then, test that new
page in the same type of medium as the
first page. Compare the results. Then,
test some other sites.
You should never be completely finished in
testing your selling process. There is
almost always a way to make it sell a little
bit better. Think about the difference in
profits if you find out that a certain
product sells better with a $10 higher
price. What if you sell twice as many by
dropping the price 10%?
The marketers who are usually talked about
as "Geniuses" are not any such thing. They
are just people who have tested every
possible method until they eliminated
everything that didn't work. All they are
left with is the BEST way to sell their
products or services.
---------------------------------------------
Terry Dean, publisher of Web Gold with over
40,000 subscribers:
http://www.oraifite.com/netb
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