Primiere Issue December 2001
Print and Go
is the entire ezine for you to print and take with you. Simply
print this entire web page by using your "File/print"
command. All of this month's articles are included and there is
plenty of room in the margins for notes
Introduction from Tom
About 5 years ago I got my first website up at http://www.antion.com
. I was certain that I was going to become rich overnight because I was
one of the first in the speaking industry to have a website. After two
years of nothing happening I found that there was something
associated with my website called "statistics." When I saw
these statistics they said that only 400 people had visited my site in
two whole years. TWO YEARS AND ONLY 400 PEOPLE! This was my proverbial 2
x 4 in the head that made me wake up and start studying the Internet and
how to make money with it.
Since then I have spent thousands of hours and tens of
thousands of dollars figuring out what works and what doesn't work for
small businesspeople on the Internet. I have spent many thousands of
dollars consulting with the top Internet marketers in the world. I have
had them rip me to shreds to make my Internet operation better. I've
bought and tried all kinds of Internet marketing products to see what
really works and what doesn't. I've built an Internet marketing machine
that brings in anywhere from $20,000.00 to $50,000.00 per month.
I'll hear a naysayer attack my credibility by commenting that I am
selling "How to make money on the Internet" materials. Here's
my answer to them. I never intended to be Mr. Internet guru. I was
selling "How to be a better public speaker" tapes on the
Internet. I still sell them . . .and lots of them I might add. Why is
this significant? Because most people hate public speaking. It's a very
small market, yet I learned how to capture it and make lots of money
while sitting home in front of my computer.
literally forced to become an Internet expert speaker and consultant
because people were bugging me to death to help them have the same
success on the Internet in their respective fields.
then, I've helped hundreds of small businesspeople in many different
fields learn what they need to know to capture a market or multiple
markets on the Internet and make a small fortune selling their markets
products and services.
Here is just a sampling of some of
the small businesses I've helped:
and the list goes on and on
I was even
selected as a spokesperson by CBS owned Switchboard.com in their small
business outreach program "Main Streets Online." I beat out
thousands of other so called Internet experts who never actually sold
anything on the Internet. Do you know why I beat them out? It's because
I really sell on the Internet . . . I wasn't just giving a book report.
regularly asked for my opinion by periodicals like "Newsweek,"
"Fortune Small Business," and "Entrepreneur." Just a
few months ago a website I built for $650.00 got Best-of-the-Web in
"Inc. Magazine" and beat out other websites costing hundreds
of thousands of dollars. Your subscription to "Great Internet
Marketing" will help you learn all the techniques that got me
Best-of-the-Web and also the techniques that can make the money pour
into your bank account.
What you'll get from your
Me and my staff review over 50 of the
major Internet marketing Ezines every month to keep up with the latest
and greatest in Internet marketing techniques. I'll also be telling you
all the successes and failures I've been having along with instructional
Traffic Generation Techniques
Product Development Techniques
Search Engine Tips
Computer / Automation Techniques
Miscellaneous Stuff You Need to Know
And we'll even do monthly case studies so you can see
how people in real life are using the techniques they learn here in
"Great Internet Marketing" magazine and in my rapidly
becoming infamous Electronic Marketing ButtCamp where you learn how to
make money while sitting at home on your rear end.
It's my goal to fiercely cut your learning curve and get you making
money quickly. I don't want you going two years like I did with no
traffic and no sales. Please feel free to email me with suggested topics
and I'll do my best to work them in whenever possible.
I've read tons of daily and weekly ezines on Internet
marketing and I can tell you that any one of them can put you on
overload quickly. What happens when you are on overload? . . .
NOTHING. That's exactly what I want to avoid. I want to give you
thirty days between issues to implement all or part of what you read
here. The people that do something every month march to victory. The
people that get on overload turn on the TV.
For those of you that are more Internet savvy, you will
knock out the work outlined in each issue in a couple weeks and can
spend the next couple weeks working the useful website section to glean
additional tips that are right for you.
In addition, when I get you really excited about product
development, you may spend an entire month writing or recording and I
don't want to interrupt you from knocking out new and extremely
Well, let's kick this thing off and get you moving. I
can't wait to hear about your successes.
a Good Hard Look
In this premiere issue I'm going to encourage you to
take a hard and objective look at your website. I'm even going to
encourage you to call your most blunt and tactless friends to help out
with this. Why? Because I want you to get the 2 x 4 to the head wake up
call like I mentioned in the introduction.
The usability of your site is critical to getting people
to stay on your site. If they get frustrated with too many choices and
confusing navigation, they will be gone in no time and you can be sure
they won't be back.
Here's what I want you to do:
1. Think about the main types of visitors that
you want to come to your website. In my case at http://www.antion.com
there are two types of visitors. One is a person who wants to be a
speaker and the other is a person who needs a speaker for an event. Who
do you want to visit your site?
2. Pretend you are one of those people. Go to
your home page and see if the choices are really simple and that you
have a choice specifically designed for that type of visitor. In my case
I have a navigation button called "Need a Speaker." This
button takes that type of visitor down a path specifically designed to
give them the information they need. I don't want to give them too many
choices right at the home page because it will likely confuse them.
other type of visitor I have is a person who wants to be a speaker. I
give them a navigation button all their own to take them down a separate
path. I don't want the person who wants to be a speaker having to wade
through all the stuff that the other type of visitor is looking for. I
give them both separate paths right from the home page. It's kind of
like separating them at birth.
I don't expect you to be
very good at this because you are way too close to the situation. This
leads us to number 3.
3. Get someone else to play
the role of one of your types of visitors. Get them to sit at their
computer and seek out the information that that type of visitor would
want. Have them jot down every question that comes to their mind along
the way. Do not coach them in advance of what to look for and do not
talk to them on the phone while they are doing this. Just let them do
it. When they are done have them report to you the trouble they had
along with the questions that arose while they were trying to get the
Next, have someone sit at your computer and
do the same thing. Get a piece of leather to bite on to keep yourself
from talking to them while they are doing this. Videotape them if you
can. You will be amazed at the questions that will come up and the
trouble that they will have finding the information. Absolutely refuse
to talk to them until they are done or so frustrated that they quit.
This may hurt, but it is better to uncover problems with the usability
of your site now rather than two years down the road when you have no
traffic and no sales.
Repeat number 3 for each type of
visitor that you are looking for and use several different people that
don't know much about your business to do this exercise.
This exercise is a pain in the neck, hurtful
emotionally and probably one of the best learning experiences you'll
ever have. Don't cheat. Don't say a word to the people helping you
because no one will be there to coach a real potential client who visits
your site from their home or office. If your site isn't usable, then
they'll leave and go find another one that is.
After you compile the information and uncover the
problem area, look at your site again and reduce the number of choices
on your home page to the bare minimum to send the visitors down their
separate paths. Fix any other usability problems you uncover.
go to the library. Look at your website on the older, crumby and cheap
computers they have there. You again will be shocked at what you learn.
Your site will likely look much different on a different computer.
download and install both Internet explorer (about 85% of the big two
browser market) and Netscape Navigator (about 15% of the big two browser
market). Don't forget to look at it on AOL which is a different animal
Remember to always create your site for the
lowest common denominator so that it loads lightening fast and looks
relatively good on all the major browsers.
we'll talk about creating a sales flow on your site to get customers to
pull their wallet out and spend money with you.
Pop Up Boxes
Recommend this site forms
Ask the expert
How to make your website sell
How to get free and cool content
Web customer service
Product Development Technique
Basic Audio Tape Production
Although very, very slowly on the way out, the simple
audio tape can still bring a great deal of money to your business. Not
only that, it is extremely easy to create compared to other audio and
My philosophy is to create informational products and
giveaways that help push your agenda. I've sold as much as $32,000.00
worth of audio tapes at the back of the room on one speech and $8500.00
in one teleseminar.
One of the easiest information products to create is the
audio tape. You don't even have to know how to type to create an audio
tape although it will be easier on you if you choose to write a script
to use while recording your tape.
Before we get into the details lets dispense with
Myth 1: You have to go to a studio and pay big
hourly fees to create a decent audio tape
Tom's Response: I
have only done one audio tape project in a studio. It worked out just
fine and wasn't really that expensive in the long run. I think it cost
about $40.00 per hour for a digital studio in someone's basement. If you
practice before you get there you can save lots of time and money.
The rest of my audio tapes have been recorded in my
office using my own equipment, or by the company providing the phone
service when I was doing a telephone seminar. When necessary, I edited
the tapes right on my personal computer with inexpensive software.
Myth 2: You must have music on the tape and make
it sound like Nightingale Conant to be successful with audio tapes.
Tom's Response: None
of my tapes have music on them. They are completely informational and
sell around the world with virtually zero returns.
Myth 3: You need four color packaging and lots of
expensive graphics so the product looks professional
Tom's Response: I
make my packaging look as good as I can, but I never spend big money on
graphics. About the most I've ever spent is $85.00 for an artist to draw
a color picture for me which I scanned and used both on the web as an
advertisement for the product and on the cover of the product. Want to
see? Click here http://www.antion.com/teleseminarkit.htm
This is fairly easy
The human voice is just about the easiest thing to record. I have
literally used a radio shack portable cassette recorder to create
demonstration tapes and tapes for sale. You don't need the fanciest and
most expensive recorders to create your products. Of course I recommend
that you buy the best that you can afford because you will get a greater
clarity with higher grade equipment . . . up to a point.
You see there comes a point when the extra clarity and
quality is not enough to be worth the extra expense. Also, when you
consider that the tape will most likely be listened to in a car or while
someone is jogging, the extra little increase in clarity (which may cost
a bundle to get) is just not worth it.
equipment I use
Small TeleSeminar Recording
When I'm recording something at my home office here are the methods and
equipment I use:
If I'm recording a small TeleSeminar, I usually use a
Marantz portable cassette recorder. I use it just because I happened to
buy it a long time ago when I had some extra money. You certainly don't
need a $300.00 machine to do this.
I put it next to me on
my desk where I can actually see the amount of tape left as the
recording goes along. I'm also timing with my watch. I use a one hour
tape which gives you 30 minutes on each side. During the seminar, when I
see both by my watch and by the amount of tape left on the first side
that it's time to turn the tape over, I call for a halt to the seminar.
I come right out and say, "Let's hold it for a moment folks while I
turn the tape over." This keeps me from missing anything that was
said during the tape turnover.
I continue recording until
I get near the end of the second side and then I take tight control of
the seminar so that I finish up totally before the tape runs out. This
really reduces or in most cases eliminates the need for extensive
editing and recreation of things that didn't get on the original
I then take this tape that I call
"Original Footage" into my bedroom where my personal stereo is
located. I have a dual cassette player/recorder as part of my stereo.
This allows me to make copies of cassette tapes. I carefully load in the
original footage tape and fast forward it to the end of side one. I
locate the last thing I said on side one. I have already pre recorded
another tape that says, "You have reached the end of side one.
Please turn the cassette over to listen to side two."
put the pre-recorded tape in one side of the dual cassette machine and
copy the turn the tape over stuff on to the end of side one of the
I have another tape that has
pre-recorded "You have reached the end of this tape please fast
forward to be ready for your next listening."
variation of the above would be, "You have reached the end of this
tape please fast forward to the end and proceed to the next tape."
could also do custom responses for each tape like, "You have
reached the end of tape 1 side 2. Please fast forward to the end to
prepare this tape for it's next listening and proceed to tape 2."
then turn the original tape over to side 2 and fast forward to the last
thing I say at the end of the tape. I then record one of the above
closing statements on to the end of the original tape.
I have the original tape doctored up with the turn the tape over and
closing statements, I make a regular speed dub. This means that I copy
the original tape at regular speed on to a brand new high quality
cassette. Of course, it is also an hour long tape. I use regular speed
because that gives me the highest possible quality copy. This takes
about an hour because it is copying at the same speed at which you
Next, I put the original tape into a fireproof
media safe. The copy of it that I made is called the "dub
master." This is the tape I'll use to make all other copies.
Remember, with audio tape you are eventually going to wear out the dub
master. When it wears out, I make another regular speed copy off the
original that was in the safe and begin using that copy as the dub
master until it wears out and so on.
If you are on a budget and don't have money or time to wait to ship the
tape out to a duplicator, then you can make copies one at a time on your
home stereo. Most dual cassette decks have a high speed dub mode which
will cut down on the time needed to make a copy or "dub."
your sales volume increases somewhat you can purchase a small office size
cassette duplicator. I use a Telex mono3 http://www.longselectronics.com/category.jsp?path=
that cost me about $900.00 when I bought it, but they have smaller
My duplicator makes three copies of an hour long tape
them in about 4 minutes.
When I have
a big job, I farm it out to a duplicating company. I recommend you find
one near you to reduce the shipping costs. Look on the web or in your
Yellow Pages under "audio tape duplication."
If you are only doing a one shot deal for a couple hundred tapes you can
just supply your dub master to the tape company and they will duplicate
it from your master (they will probably make another dub master as a
If you are doing large numbers of tapes or you
expect to comeback for more copies regularly, you probably want to let
the duplicating company prepare a "bin loop master." This is a
special master that allows them to duplicate your tape at very high
speed. This costs you more up front, but you save in the long run
because the dubs are cheaper.
Record directly on to
I don't normally record directly on my computer if I'm doing a live
Teleseminar because I'm afraid of computer crashes which rarely if ever
happen to a tape recorder. If I'm not doing an event live, I will most
likely record directly onto the hard drive of my computer. This will
immediately create a high quality digital file.
Macs can do this easily although I don't know how. On a PC the record
capability is included with Windows. It's called the sound recorder and
can be found by clicking Start > Programs > Accessories >
Entertainment > Sound Recorder. This is definitely the "el
cheapo" method and I don't recommend it because you don't have much
control over the sound quality.
I use an $80.00 program
called Sound Forge XP. You can find it at http://www.sonicfoundry.com/products/default.asp
This is a streamlined version of their professional grade sound editing
software that is far too sophisticated for our needs. You will have a
little learning curve with this software, especially if you have never
edited sound before on a computer. I can tell you though, once you get
the hang of it, it's really fun and cool. You can actually see your
voice on the screen and cut and paste just like with a word processor.
say you stumble over a word during a speech or teleseminar and then
correct yourself. You simply highlight the stumble, hit delete and it's
as if the stumble never happened.
You can also adjust
the sound quality by adjusting the different frequencies. For instance
one time my voice was recorded over the phone lines and it had a high
frequency noise on the tape. By using the Equalization (EQ) part of the
software I was able to completely remove the annoying sound. This takes
a little experimentation, but you don't have to be any great expert to
Large TeleSeminar recording
I generally have the TelePhone bridge company record my seminars now.
The reason is that I've got plenty of money and it takes the recording
load off my mind. I can better concentrate on emails coming in from
participants during the seminar and the seminar itself. I happen to
presently use http://www.voicetext.com
for my large TeleSeminars.
The microphone for TelePhone seminars is obviously the telephone
microphone. I use a Plantronics headset microphone, but I have found
overall that their reliability is in question. I've been fortunate not
to have a problem during a TeleSeminar.
recordings again, you don't have to have the best of the best to make
this work. My Butt Camp CD was recorded with a $9.95 headset microphone
I got at Radio Shack.
I highly recommend that you
use a headset microphone because it is just more handy. It leaves your
hands free to manipulate your notes without stopping or making excess
noise. Also if you are doing TeleSeminars headsets are much less tiring
than trying to hold a handset to your head.
can afford a really high quality microphone and don't mind spending a
few bucks you can visit a large music store and try out ones like the
rock stars use. You'll have to adapt the connections to use it in your
computer. This is generally overkill, but be my guest if money isn't an
When recording a TelePhone seminar I take the telephone cord that is
coming out of the wall and put a "Y" adapter on it. I send one
part of the "Y" to the telephone and the other part of the
"Y" to the recorder. Make sure you test this out thoroughly
before you try a live TeleSeminar. If in any doubt about the
connections, take the recorder and your telephone to Radio Shack and ask
them to help you with the connections. Just ask them what connections
you need. You probably will only need the "y" adapter and a
few short telephone lines. Bring the entire deal home and test, test,
test with a friend calling you (make sure you tell them you are
recording unless you want to end up like Linda Tripp of the Clinton
For direct recording to your computer you plug the
microphone into the sound card that is in the back of your computer.
There will be a very tiny icon (either a sticker or a picture of a
microphone etched into the metal of the sound card) on the back of your
computer. You might need a flashlight and a magnifying glass to find it.
Once it's plugged in the right hole you can generally leave it there
Other recording options
Two other recorders are being used that are very high quality. They are
digital in nature instead of analog (analog generally means normal
magnetic tape). Recording directly to a digital signal generally gives
you a higher quality.
The first is a DAT (Digital Audio
Tape) recorder and the second is the Sony Mini Disc.
a link to compare a few DAT recorders http://www.storescanner.com/cat/Portable-DAT-Players.asp
They can be had for under $600.00
Here's a link for the
Sony minidisc which can record up to 320 minutes at a shot for under
of these machines have the advantage of being extremely portable, yet
extremely high quality in their recordings. You can take them on the
road with no problem and record speeches, interviews and the like.
to get good sound quality at home
Record in a room with lots of clutter. This reduces
echoes and harsh sounding sound.
Unplug your phones so they don't ring in the middle
of your recording (although you can go back to your last sentence
and record over the ringing using your Sound Forge XP software)
Turn off your air conditioner/heater. The background
noise may be heard on your recording.
If you have lots of street noises you may want to
record in your basement or at a time when their is the least
Some people sit in the doorway to their closet.
Talking toward the hanging clothes makes a really good dead space
with no echoes.
Well there you have it. A simple way to make extremely
high profit information products that can make you a fortune.
Next month we'll talk about writing your script/outline
and other ways to get content for your audio tape products
In future issues we'll discuss really cheap but gorgeous
packaging for your tapes, CDs and other products.
Other upcoming topics
Mail Merge by Tom Antion
Sending out permission based* emails has been the most
profitable thing I have ever done in 25 years of business. One way to
maximize the response from any emails you send is to personalize them.
In email marketing this is known as "mail merge."
Mail merges can get a much higher response from people
because it appears personalized when it is received in the email box of
the recipient. Although you can overdo this, in most cases you will get
more people to open and respond to your email when using this technique.
A mail merged email message may look something like this
before you send it out.
Subject: [Name], we have
a special on ButtCamp CDs
Body of message:
Thanks so much for purchasing
the [Product] on [Date]. By now you are certainly putting all the
techniques you learned into action.
(Insert good copywriting
paragraphs here . . . )
[Name], don't you think it's
about time to make the next move and get the knowledge you need to
increase your revenues on the Internet.
If so, order easily from our
secure shopping cart . . . . .
In the above example [Name], [Product] and [Date] are
placeholder fields.. When you send out a mail merge the person's name is
inserted where the [Name] field is. The product they purchased is
inserted where the [Product] field is and so on. You can make any number
of custom fields and insert the actual data in each email that goes out.
You actually have two files that are "merged"
as each email is delivered. One file is called the data file. This is
where all the real information about your email recipients is
The other file is the message file (like the sample
above). This is the structure of the message you wish to send. It
contains the placeholders [fields] that will be replaced by the real
information from the data file.
The data file typically looks like this:
"Joe","Wake em Up System","11/2/01"
"Pete","Publicity Hound Book","11/4/01"
usually create this by exporting from your database program in
"comma delimited" text. You'll have to learn how to do this if
your mail merge email program needs this kind of file.
programs you may want to use run on someone else's server and do the
mail merge automatically for you. Two examples of programs that I use
that handle this for me are
is a sequential autoresponder program. When people sign up for my free
electronic marketing 7 day minicourse mailto:firstname.lastname@example.org
the company captures their email address and first name and the date
they signed up. Anytime I want I can log into their site and send a mail
merge email to all the people that signed up. Or I can send it to just
the people that signed up after a certain date. They have lots of
The downside is that some people put in goofy or fake names or no
name at all which makes their email look funny when they receive it
because information will be missing from the data file.
Another program I use is the shopping system that I promote called http://www.kickstartcart.com
It has it's own database that does automatic mail merges so I don't have
to go through the creation of the comma delimited data file like the
For most of my email merges (you've probably gotten one if you are a
customer) I use the sophisticated program called Mailloop. http://www.marketingtips.com/mailloop/t.x/12273
This program uses two plain text files as I outlined above. One is
the data file of my customers and the other is the file with my message.
I fire the program up and it sends out all the personalized emails while
I do other work on my computer.
Presently I personally only use mail merge for my customer database. I
have all the first names of the customers so virtually every email that
goes out looks good and makes sense. There are no missing fields.
Make it really personal
Once in awhile I have a little trouble with someone who bought something
and listed his/her name as R. Wilson or something like that. If you mail
merge this person the message would read "Dear R." which
sounds and looks stupid. When we run across a record like this we do
everything possible to find out the real first name.
One way to make an educated guess of their name is to look at their
email address. It might say Rob@123.com . In that case we change the
database to say Rob Wilson instead of R. Wilson.
In some cases we visit 123.com and see if they own the site. Their
real name is usually listed.
Another thing we'll do is call the customer to make sure their order
is OK and in the course of conversation make sure we get the first name.
One more tip.
The database may say the customer's name is William Harrison because
William used his legal name on the order form to make sure his credit
card authorized properly. If we see a formal name like William we make
every effort to determine if William is actually "Bill." It
doesn't sound very personal to get an email marked "Dear
William" if William goes by Bill. Mail merging to Dear William
could actually be counterproductive because Bill will know immediately
that you are not very familiar with him and he may delete the email as
soon as he sees the name William in the Subject Line of the email or the
Dear William inside the email.
Mail merge can really increase the amount of money you
make from your existing database.
Here are some other programs to check out. I haven't
used any of them:
for small lists. Free if you let them advertise.
More serious bulk email and mail merge program.
Permission based means that people have asked to receive my emails
topics for this section:
Plain Text Email
List management companies
Getting subscribers fast
Getting content fast
How to make money with your zine
How to gain clout with your zine
How to maximize the signups on your website
by Tom Antion
The Secret Behind Million-Dollar Ads
by David Garfinkel
The headline is by far the most
critical part of marketing both on your website and via email. The
headline consists of the words that get people to read further on your
webpage. When it comes to email, the headline is actually the subject
line. If the subject line doesn't grab the person immediately, it is
doubtful that the email will be opened at all.
have meant the difference between a multi-thousand dollar promotion and
a total bust. I've put the exact same promotion out to my list with one
headline pulling almost nothing and another headline having my email box
light up with orders all day.
The fastest, cheapest and
easiest way to get started learning about headlines is to pick up the
classic book by Dan Kennedy "The Ultimate Sales Letter." It
has a simple section with fill in the blank headlines.
of my biggest drawing email headlines of all time was:
Speaking: Boy did I get in trouble . . ."
on my email list couldn't wait to see what I had done to get in trouble.
I'll be relating more of this story in future issues as we get into
other aspects of copywriting.
Start collecting headlines
so you get a feel for the thoughts that went into creating them. Ask
yourself if you want to read more because you read the headline.
another one that hit big for me:
when I sat down at the computer . . ."
line inside the email then followed:
"but when I
started to click"
This was a spin off of one of the
greatest headlines of all times
"They laughed when I
sat down at the piano . . . but when I started to play."
is nothing wrong with taking successful headlines and spinning them off
to include your information. In fact that's what Dan Kennedy's headline
section is all about. He gives you successful formulas and you just fill
in the blanks with your info. Here's an example from his book:
How _____ made me _____.
"How a fool stunt made me a star salesman."
a simple idea made me plant manager of the year."
Dan's book. It's only about 10 bucks.
"This business mistake could make your child go hungry"
don't have any kids, but if I did I'd be reading the rest of this letter
so I can find out the mistake I better avoid.
when you can
"Every author must know this publishing secret."
are targeting a certain group which cuts out all those except the people
you really want to open your email.
Get a big
benefit in when you can
Dentists that read this letter increase sales by 35%
dentist wouldn't want to read the letter?
careful with email headlines
Many people and companies screen the subject lines of incoming email
(some screen the entire email). If you put $$$, all capital letters or
even the word "Free" in the subject line, your email may be
immediately deleted because the filters see the words and think that the
email is spam (unwanted commercial email). When I promote my Emarketing
camp I combine the words Butt and Camp into ButtCamp in hopes that it
slides by the electronic filters that might see the word
"Butt" as part of a porn email. Many times I eliminate the
Butt word altogether to avoid the filters.
Spend lots of time on your headline
I'd say about 75% of your time should be spent on your headline.
Brainstorm as many as you possibly can.
Pick the best headline as the main headline and use the others as
subheads throughout the sales letter. Many people scan the letter or
webpage before they read it. They scan the sub heads. If each subhead is
a pretty good headline, then you have a pretty good chance the person
will take time to read the rest of the letter.
heck out of headlines. It will make you a fortune in all your Internet
operations AND your printed promotional material.
a good course on writing headlines:
The Secret Behind Million-Dollar Ads
By David Garfinkel
Want a little secret to turn your advertising into an irresistible magnet for customers?
Dale Carnegie knew the secret, and that's one reason his book "How to Win Friends and Influence People" has sold more than 15 million copies. In fact, British Airways recently named it "The Business Book of the 20th Century."
It's a great book. But if Dale had titled it "How to Remember People's Names and Curb Your Incessant Urge to Argue," do you think it would have sold as well? Probably not. There's great power in good titles.
What you may not realize is the words "How to Win Friends and Influence People" are not only the title of the book. Those words were also the headline of a mail-order ad, which sold the book. The ad ran successfully for many years and sold hundreds of thousands of copies.
So what does this have to do with turning your advertising into an irresistible customer magnet?
Here's what. Behind the title and headline is a "secret code" that makes it powerful. Dale knew it. Great advertising copywriters know it. And now, you're going to know it, too.
The "secret code" is actually a generic formula that gets attention and creates desire in your prospect's mind. Every winning headline has a unique generic formula hidden inside. Here's the formula in Dale Carnegie's book title and headline:
How to _____ and _____.
Let's see the formula at work. Say you are an executive recruiter, and you help companies find new executives. In reality, your biggest problem is finding the executive candidates in the first place. So, to increase your group of
candidtates, you decide to run an ad in your local business journal. Here's how you could use this formula to write a headline for your ad:
How to Get a Better Job and Make More Money
… and right after reading that headline, anyone who's even a little interested would want to read your ad immediately. Then, if your copy (text) is even halfway decent, you'd get plenty of calls.
Or, let's say you run a martial arts school. Here's how you could apply the formula in an advertising headline to get you new students:
How to Stay Fit and Protect Yourself
Do you see how powerful that is? You've just zeroed-in on people who are likely to be interested in learning martial arts.
The brutal reality of advertising: An ad with a good headline and even mediocre copy will get you a response and generate sales. But with a poor headline, even the most brilliant copy will get you little or no response. Why? Because without a good headline to get their attention, most people won't read any further.
The good news is, once you have identified a good headline that works in one industry or market, you can adapt it (like we did with the Dale Carnegie headline, above) for your own business. Great headlines work as subject lines in emails, titles on Web pages, and of course as headlines in print ads and sales letters. Great headlines will literally transform your sales.
How does this work in today's economy?
Recently a client asked me to help him introduce a new service to Internet Service Providers. (Note: To understand what you are about to read, you should know that ISPs call their suppliers "backbone providers.") I wrote a direct mail letter and my client sent it out to ISPs. Because my client was revealing new information his prospects hadn't heard before, we used the following "teaser headline" on the front of the envelope:
What Your Backbone Provider Isn't Telling You
Was this an entirely original headline? No. I had seen a similar "teaser headline" on a successful mailing to promote an investment newsletter:
What Your Broker Isn't Telling You About High-Tech Stocks
So I merely identified the "secret code" in the original winning headline, and applied it to my client's market, ISPs.
The response to the mailing was overwhelming! Nearly 10% of the entire ISP industry responded to our letter - and my client has added eight figures of new annual revenues as a result of the business that developed.
I'm telling you this not to brag, but to point out the awesome power of good headlines. While many people spend hours and hours trying to come up with "the perfect headline" for their ads, there is an easier way. Find proven headlines that already work for another business in another industry, and adapt them to your business.
Then prepare for a flood of new customers!
David Garfinkel is a successful results oriented copywriter and the author of Advertising Headlines That Make You Rich, which shows you exactly how to adapt proven money-making headlines to your business. For more information about the book, and to purchase a copy, visit
Search Engine Tips
Picking keywords is the FIRST
thing you should do before creating or overhauling a website. This area
is the one that most people (including web designers) totally ignore and
it is the most important part if you want to be found by search engines.
There are two critical methods used by search engines to find pages. The first is by keywords, and the second is metawords or META Tags. An extremely critical part of this whole mix is the keywords and keyword phrases you select that match the services and products you offer. A keyword is the term someone uses when they look for information. What are they actually going to type into their computer? It's really to your benefit to find out what they would enter into the search engine. It may not be what you would use and in many cases it will totally surprise you. What they type would be the "keywords" that the search engine uses to look for the information.
If you kill yourself designing your site based around certain keywords that you think are great, but the searcher is searching using other keywords, then they'll simply find your competition who did a better job of picking out keywords. We don't want that to happen, do we?
Each page of your site may have different keywords associated with it's content, or you could have a site that has every single page optimized to the same keyword. The important thing is that it MUST BE THE RIGHT KEYWORD or you will never be found.
For example, let's say someone goes to the search engine Alta Vista and types in the keyword phrase "presentation skills." Alta Vista has cataloged millions and millions of pages, so they can find the pages on the Internet that are most relevant to that particular keyword phrase. Their goal is to return the proper list to the person that is looking for information on "presentation skills."
What Makes a Good Keyword?
General keywords are not so hot. Here's why. Let's say you are a public
speaker an you use "speaker" for your keyword. Go ahead and try typing it into a search engine like Alta Vista and see what you get.
http://www.av.com For the most part you get information on stereo speakers. Yes, some public speaker related stuff slips in, but using a general keyword like that gives you incredible competition fighting for the top ten results. And that competition isn't even from other public speakers. It's mainly from stereo speaker companies. Yes, you should use the word, but it should not be number one on your list. There are much smarter words to use.
What products and services do you provide? Let's say you are a customer service speaker based in Los Angeles. Some keyword phrases for you to use would be "customer service speaker," "customer service trainer," or "customer service training."
Here's an even better one: "customer service training Los Angeles." You could add the city name to any of the above keyword phrases to make it more specific. The more specific it is, the better. There will be less people typing this in, but they will be highly targeted people who are better for you than general people. The only exception to this is if you use a keyword phrase so specific that no one is using it.
OK, OK, I hear you saying, "but Tom, I speak all around the country or the world. Using this technique would eliminate me from all business other an Los Angeles." No it won't! Here are some more keyword phrases that might make you start getting the idea: "customer service speaker San Francisco," "customer service speaker Seattle," "customer service speaker Las Vegas," "customer service speaker New York."
"WAIT A MINUTE TOM. I DON'T LIVE IN ALL THESE AREAS!"
Tom's answer, "So what?" When someone finds one of these pages in a search engine, the top of the page could read, "Special Discount to Programs in Las Vegas Area" or something like that. You make a special deal for these people. The Las Vegas people won't know OR CARE that you make the same deal for someone in Miami, or San Antonio. REMEMBER: We're playing the search engine game here. Someone searching for customer service training in San Francisco is never going to see the page that says customer service training Detroit. You'll at least get a shot at the business, even though some of the people typing in these phrases are looking for locals so they get out of travel expenses.
[NOTE: If you want the job, and they don't want to pay travel expenses, you could use frequent flyer miles to get there which just might seal the deal.]
People in different parts of the world use different terminology for the same product. Where I come from, if you want a soft drink you might say, "I want a bottle of pop." In other areas of the country they might use the term "soda." In some areas they even say, "give me a cherry Coke," when they actually mean a cherry-flavored soft drink. You can seek out and use these alternative keywords by checking with friends or colleagues from different parts of the country.
You can do the same for other countries. The folks in England use the word "bonnet" for the hood of a car. Finding all the name variations for those products and services you sell can be an easy way to get lots of traffic and qualified buyers to your website.
How do you find out what people are using for keywords when they find your site? This is where you get into the field of statistics. Statistics are another thing that your ISP might provide for you. Everybody here that has a website or that's thinking about getting a website should ask their ISP, "Do you provide a statistic package? If you do, what does it tell me?" What you'll find out is it tells you what hours of the day people are coming to visit you. It will say where they're coming from and it will tell how long they stayed there.
The more sophisticated ones have the keywords that people typed in and which search engine they used. These are critical pieces of information. The first package I had from my provider did not give me that information. I knew I was getting many people. I knew when and from where they were coming, but I did not know what keywords they were using. This is critical information. I currently use a package called Web Trends. It's actually about a $500 program but my service provider gives it to me for free. Verify these things with your service provider.
If your own service provider does not have that kind of tracking for you, there are other companies who will do the tracking for you. Here are some paid and free places to get stats. I'm in favor of WebTrends because I use them, but you can check out some of these other places:
That's great information and yes, there are companies that will do it for you for a fee. I have to tell you that the Web Trends thing is a little bit of a hassle because it's got to run all the log files. This can take a long time so I do it in the middle of the night, and you must learn the program. It's something I usually have a guy in Tucson do for me every once in a while. I don't do it every week anymore because I'm just too busy. You definitely want one that has the keywords though . . . that's one of the critical pieces.
The keywords you find through your statistics package are great to have. The only drawback is that you are getting only those keywords people are typing in that actually find your site. What are the keywords people are typing in that don't find your site? If you find out what those keywords are, you can design pages in your site that are optimized for those new keywords.
One of the best tools for finding other keywords is a free tool at http://www.overture.com
(formerly goto.com) called the search term suggestion list. This tool gives you all kinds of variations for terms that people are actually using. If
you can't find the tool at Overture's site they may have hidden it
again. They do this regularly because it is such a popular tool and it's
free. I guess it gets used so much that it bogs down their system. The way to get around it is to sign up as an advertiser and put up a $50.00 deposit. Believe me, it's worth it to get to use this tool.
There is another site called http://www.Wordspot.com
that has both a paid and a free service. In the paid service, you can enter your keywords. They will search the Internet, doing millions and millions of searches, and find out where those keywords come up and how often they are used. You might find out that one of your keywords is used a lot more than another keyword. With that information in hand, you design around specific keywords because more people type them in.
You can also take a free trial at http://www.wordtracker.com
/ , another service that has tools to help you pick the best keywords for your product or service. Take a peek at this site too:
Using these tools can save you lots of wasted effort and money. A client of mine wanted to build his site around the keyword "Value Added Selling." I found out for him that no one was typing that phrase when they were looking for sales training. Knowing this saved him a fortune of wasted time and money.
Want to see exactly what people are typing into the Internet right now in real time? Click here
One additional word on what to do with all these keywords. If you find a keyword that applies to you that doesn't get searched on much, don't discard it. Always keep in mind two things: 1. the big target theory; and 2. time management. Work on your most popular keywords first because obviously they will bring in the most traffic the fastest. As your time allows, go down your list of keywords from the most popular to the least popular. After you have worked on the most popular words, start making pages based around the words that are not as popular. People are still typing them in all around the world and they add up to increased, targeted traffic.
alternative approach is to work on the least popular words first. This
is a good idea especially if you are just learning how to make pages.
The less popular keywords also have less competition from other
websites. You might be able to get high rankings easier on these less
competitive keywords. When you add up all the people searching for these
less popular keywords it could be quite a bit of traffic for you.
It is very difficult for you to be totally objective when it comes to your own site. It's hard for you to know what someone sitting at their computer in the middle of the day, or the middle of the night, will type in to find your service. Remember -- don't put your name as a main keyword unless you are a celebrity!
You must make sure your designer knows about keywords
You need to put a great deal of effort locating keywords that apply to your products and services. These keywords need to be worked into the design of the site. Most designers don't know about this. You must demand that they either learn, or you should find someone who does have this kind of knowledge. If you don't, it is unlikely your site will be found by someone searching for your product or service. You also can't let fancy designers talk you into design elements that will hurt your chance of being found.
Search Engine Resources click here
Future topics for this section
How to submit your website and individual pages
How to beat Search directories like Yahoo
Using side door / gateway pages to grab lots of
Side Doors: How to make pages that get high rankings
Search engine ranking software
Why you should have lots of links
Site Popularity: Writing descriptions that make
people click on your site
How to keep up with search engine changes
The inside scoop on paid top ten placement services
How to be sure your web designer knows what he/she
Cool Software and Gadgets
Incredibly increase the efficiency of your web searches and it's FREE.
Opens up a small window that runs next to your Internet Explorer browser
that gives you thumbnail looks at the results of a search BEFORE you
bother visiting the site. Lots of other cool features.
Like lo jack for your computer. Invisible software that the police can
track if your computer is stolen.
Even if they get your computer they won't get the data with this high
end encryption software.
Makes your email unreadable after a specific time period set by you.
Your confidential emails won't be hanging around for ever for prying
eyes to see.
Keychain USB hard drives. Keep your important files with you wherever
Take digital pictures with a hidden camera.
Olympus digital voice recorder. It's very, very tiny. Weighs only 3 oz.
Up to 90 minutes record time. Street prices as low as $44.00 US
Spend lots of time sitting in front of your computer? This site will
sell you a chair totally customizable to your butt and back :)
Keep in touch from any telephone. You get a personal toll free number to
call to have your email and faxes read to you over the phone. You can
even get notice of your favorite stock moves radically. About $14.95 per
month for 60 minutes of access.
Other competitors to coolemail
Voted best free Internet telephone by Yahoo Magazine. I used this from
Thailand when my international cell phone was on the blink.
Tremendous site for finding all kinds of facts. Area codes, encyclopedias,
flight trackers, almanacs and tons of other stuff.
Really top notch and up to date Internet marketing info.
A Better Way
to Use the Signature File Function
People ask me all the time how I get so much done. My
answer is always the same. "I learn to make the computer do the
work for me." Now don't get me wrong. I don't want to get the
reputation that I'm a techie because I'm not. I just learn the bare
minimum necessary to get my job done.
Many of the tools that you probably already have on your
computer are very powerful if you would only learn how to use them.
Today we are going to talk about one specific email automation feature
that I'm virtually sure you already have that can enormously increase
Most email programs have a function that allows you to add your name,
address, phone number, email address, website, brief advertisement, etc.
to the end of your emails. You can either set it to add the information
automatically or you can add the information manually. It's normally
your choice. This block of information is called a "Signature
file" or "Sig file" for short.
Here's a sample of one of mine:
Get your free Subscription to Great Speaking
New Speaker Video http://www.antion.com/speakervideo.htm
Tom Antion Communications http://www.antion.com
"A Rare Mix of Business and
Keynotes/Seminars and Advanced Presentation
Voice 1-301-459-0738 Fax 1-301-552-0225
Box 2630, Landover Hills, Maryland USA 20784
Trade Links with Us - mailto:Linktrade@antion.com
This is added automatically to the end of emails I send
out through Microsoft Outlook. If I don't want this sig file to be used,
I have a variety of them ready to go to suit the nature of the recipient
to which I'm sending the email. For instance if the recipient is already
on my Ezine, I might sent them a different sig file encouraging them to
join my associate program.
Even AOL gives you the capability to have five or six
different sig files. Outlook gives me an unlimited number that I can
create and choose from and this is where it starts to get really
The cool thing is that you don't have to use the sig file as a sig file.
It can be used for any kind of text and popped into your email anywhere
you want it.. You can imagine that with the size of my "Great
Speaking" Ezine (over 100,000 subscribers) I get all kinds of
questions that are similar. If I had to take the time to create a custom
response for each person that wrote me, I would never get anything else
done. When I recognize that I've had a question before, I type the
response and then copy it to use in the sig file area. That way I never
have to type it again when I get a similar email from someone else.
You can use this for all types of boilerplate text about
your products and services. It will save you an enormous amount of time.
Here's a sample of my response when people ask me
about my Internet consulting services: (all I have to do is put in
their first name and hit send. My investment in time is no more than 10
I help people get their websites designed
"properly." By properly I mean that anyone can make one that
looks nice. The marketing aspects to suit the nature of search engines
and directories must be worked into the site.
Then I teach them how to use email
effectively (this is where all the money comes from).
Then I teach them product development.
I also keep them from making the costly
mistakes that I made along the way and provide a sounding board for
their ideas and someone to talk to when they need expert help.
I also find trustworthy people to do the
work that they either can't or don't want to do. These people don't mess
up with my referrals because they know they won't get any more from me
if they do.
I highly recommend that you find some way to
get to one of my Butt Camps. This way you gain most of the knowledge you
need to get started at a minimum cost. I can tell you these things on
the phone, but it will cost alot more.
Next best would be to get the Butt Camp CD.
It will give you five hours of training and you can watch it over and
over. We now also have the entire Butt Camp on audio tape.
For distance consulting my three hour
starter package is $750 and eight hours is $1600.00
Let me know what works best for you.
You should still customize
When you pop in one of these boilerplate responses it's still a good
idea to put the name of the person at the top in the Dear Joe area.
Also, just because you've popped in a block of text, doesn't mean that
you can't edit it a little bit as necessary to make sense in a
Sometimes you don't have to customize. I remember
recently doing a large TeleSeminar and at the last minute people were
emailing because they lost the instruction email and the phone number to
call. No problem. I already had all the details set up in a sig file. I
was busy as heck, but in less than two seconds I was able to get them
the info they needed.
To get to your desktop immediately without
minimizing all your programs hold down the Windows key (little
Windows icon near the bottom left of your keyboard) and hit letter
To get to your file listings in Windows explorer
again hold down the Windows key and hit the letter "E"
Upcoming topics for this section
Pop in strings of repetitive text anywhere (not just
Organize your email
Reduce the impact of SPAM email
The greatest keyboard shortcuts
Respond to emails while you sleep with
Using templates so you never have to reinvent the
You Need to Know
viruses can't get into compressed files so if you have important
material you want to protect you might want to use a compression
utility like zip.
Make it a
rule in your business to not open attachments. In most cases
you can simply reply to the sender and ask them to resend the info
in the body of an email.
suspicious file names. Like ILoveYou.exe something like this
is probably a virus that has been renamed to fool you.
Back up, Back up. You'll be crying big elephant tears if you put off
this critical component to making money on the web
Internet Fraud and Security
Free site to teach you all the ways to keep from getting ripped off
by criminal customers.
They have a free ebook on keeping your website secure.
Note: Don't feel you have to spend a ton for one of their
secure pages. In many cases they are given to you for your use when
you buy some other service. For instance if you use http://www.kickstartcart.com
as your shopping system you are given a secure Verisign site to use
and it's included in your shopping system fee.
Do yourself and everyone else a favor and don't look
like an idiot
Don't forward virus
Don't forward requests for
donations for a child with seven heads
Don't forward info about
the post office trying to charge us 5 cents an email.
Don't forward something
just because it came from a trusted friend that appears to know one
of the people involved in the stupid email you are considering
Pretty much don't forward anything. There is a 99.9
percent chance that it is a hoax and you will hurt your business
reputation and waste lots of time by participating. Just delete them
when you get them.
Visit the sites below to see why you will look really
stupid for forwarding all this crap.
Ignorance is bliss, they say and was I ignorant as to
the ways of a successful internet presence until I participated in Tom
Antion's Internet Marketing Butt Camp.
This program and the key strategies I learned and implemented has been
the most successful and profitable learning curve to position me as the
expert in my field in the entire 19 years I have been in business.
I was already successful in my business. My seminars and executive
coaching on image, etiquette and power communication skills have taken
me to Italy, Canada, Asia, South Africa, South America and Australia. I
had a presence in the marketplace and I had a presence on the web.
However, my web presence "looked good" but I had not booked
any business from my web site.
I met Tom when he spoke at the Florida Speaker's Association. He
told us our web sites looked good, but most of them were useless pieces
of artwork and he was right!
I took the plunge and signed up for the Butt Camp. The information Tom
presented far exceeded my expectations and it was presented in a way
that made sense to a non-technical person. One by one I incorporated the
strategies beginning with the meta tags and imbedded links throughout
the pages. I made the site easier to navigate and then began to submit
the site to the search engines for positioning. I followed the advice
from Tom and then I was hooked. It WORKED!
I was getting up in the middle of the night to check the statistics. I
was consumed. I implemented the strategies he presented and it worked! .
. . .Immediate results. Now that's my idea of success!
Then I took him up on his offer to take Butt Camp again free as a
graduate of the program. I then incorporated all of the new things I
learned that I missed the first time around. Next, I purchased Tom's
electronic book "Click" and downloaded it and read all night
with my yellow highlighter and started on the campaign to make my site
Within a few months my site went from 30 to 50 users a day to 500 to 950
users a day. From zero sales or inquiries about my seminars to
$150,000.00 worth of business booked directly from my site in about
At Tom's advice, I also wrote and added an electronic book to my site.
"Tips and Tactics to Outclass the Competition" is selling and
exceeding my expectations as a positioning tool for me as the expert in
Now I really like to get good value for my dollar investment. Did I get
good value? Absolutely. I liked the nuts and bolts of how Tom presented
the material. It made sense. I could understand it and I became my own
web master and was able to make instant changes to the copy and design
I took action and I am totally responsible for my success. The internet
is a global highway that has a very low toll to drive on if you know
where you are going. And yes it has worked very well for me.
Want a New Perspective on Your Business?
You are the Message.....
NEW: Tips and Tactics to Outclass the
Competition E-Book available online at:
Gloria Starr SUCCESS STRATEGIES
Life Strategist, Professional Speaker, Executive Coach
Phone: (561) 547-1802 Fax: (561) 547-1872
Palm Beach, Florida
Winner of the Golden Web Award for
in design and content 1999, 2000, 2001
Upcoming case studies
If you would like your case
study used, attend Butt Camp, apply what you learned and tell us what
happened to your business. mailto:email@example.com
US consumers like
permission based email. According to a survey done by Doubleclick in
October 2001, 78% of US consumers preferred permission based email
as their main form of contact with online merchants. -- So where is
More people are likely to
participate in some form of online group discussion because of the
fear of flying. The Pew Internet & American Life Project said
that 71% of those surveyed are getting involved with or learning
more about group activities on the net. -- This website is
housing my first discussion board ever.
The 2001 "Holiday
Readiness Report" from Vividence finds that 71% of US online
consumers are concerned about the economy. And because of attacks on
the country, 40% plan to shop less is stores this holiday
season. 29% say they will shop more online this holiday season
because they are concerned about store safety. -- Do you have
anything that would be a good gift to be purchased from your site.
Get it ready now!
According to a survey from
the National Consumers League (NCL) as of August 2001, 59% believe
it is safer to pay for something bought online with a check or money
order than with a credit card. -- It's up to you to continue to
build confidence on your site and with all your dealings with
Consumers International, employed 15
consumer organizations from 14 countries to make online orders
between November 2000 and January 2001. They found that 63% of
worldwide business-to-consumer (B2C) websites provide instant,
online acknowledgement that orders have been processed.
Additionally, 82% calculate total order costs. Only 11% include
guarantees or warranties with orders. -- This means that the
expectations are for you to have real time credit card processing.
This also means that it is no surprise that people are afraid to
order when only 11% are displaying guarantees and warranties.
Yippee for online retailers! There will
be two additional years added to the moratorium on taxes for
Internet businesses. The White house said in a statement supporting
the moratorium, "The administration believes that government
should be promoting Internet usage and availability, not
discouraging it with access taxes and discriminatory taxes." --
Just another reason to start selling stuff on the Internet. It's
much easier because you don't have to fool around with collecting
sales taxes on your out of state sales.
You will have to print out
the following reference pages separately. They are included in each
issue, so there is no need to print them out every time. Do,
however, check them frequently because I will put new additions to
these pages at the top of each page until the next issue comes out.
Recommended Learning Tools
Back to December 2001 Index page