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
by Tom Antion
There is not much doubt in any marketing circles that
third party endorsements from credible people are more powerful than all
of your self-generated pronouncements of greatness.
You can make it easier to stimulate these third party endorsements by
installing recommend forms on your website and suggesting that visitors
These forms can be used to recommend any of your products or services.
PROMOTE YOUR EZINE
I use a recommend CGI script to get people to promote my free Ezine
"Great Speaking." A CGI script is a piece of computer
programming installed on your website server computer. (Unless you are
pretty savvy technically, you wouldn't install this yourself.) When
someone fills in the form and hits the "submit" button a
complex series of events is kicked off behind the scenes. That gets your
marketing done automatically.
Here's how my "Great Speaking" recommend form works:
When you visit http://www.antion.com/recommend.html
you put your name and email address in the recommend form. You then put
in the name and email address of your friend along with a personalized
massage to your friend. When you hit the submit button several things
1. Your personalized recommendation goes via email to your friend along
with a customizable message from me and subscribe instructions for
"Great Speaking" ezine.
2. You can get an optional copy of what was sent to your friend sent
back to you via email.
3. I get notice via email that someone recommended "Great
Speaking" and a copy of what they said.
4. The form pops back up with a thank you note from me to you along with
a suggestion to recommend "Great Speaking" to more of your
friends and colleagues. The form keeps popping up until you get tired of
it or run out of friends.
This is all automated. I had this installed several years ago for a very
small amount of money (about $85.00) and it's been working flawlessly
My record so far is 15 recommendations from one person. I also suggest
to the person recommending that they use this as a way to stay in touch
with clients because it's a nice, quick, and inexpensive way to let them
know you are thinking of them.
This script has resulted in thousands of new subscribers to "Great
Many people ask me if I can email to the persons that were recommended
to "Great Speaking." The answer is NO! That would be spam
email because I have no relationship with these people. I realize that
some people may risk it and claim they had a relationship through the
recommender. But I say it's just too risky that someone will complain.
RECOMMEND YOUR WEBSITE
The same form could be used to recommend your website or free e-book or
whatever you want.
I got this script from a good old boy at http://www.willmaster.com
. The basic script is actually free if you can install it yourself. I
got the $50.00 version that has the recurring pop up feature, i.e., it
keeps popping back up for more recommends until the recommender quits. I
also paid the creator of the script $35.00 to install it on my web
Before you dive into a project like this, read about whatever script you
pick to see the server requirements needed for it to work. Then call
your web host to see if they are using what your script requires.
For instance I think my script needed to be hosted on a UNIX server ( I
say I think, because I don't know anything about that stuff and don't
want to) and it required CGI BIN access (same thing. I don't know what
this means and don't care). All I did was call the web host and ask,
"Do you use a UNIX server and do you allow CGI Bin access?
They said yes. I called Bill back and sent him a check and the
passwords. He installed the script and tested it and sent me
instructions on how to change / customize the sign up message.
I haven't had to fool with it since..
I recently looked into recommend forms that use different types of
programming like ASP, PHP and other acronyms I don't understand. I asked
top search engine expert, John Heard, if he thought these forms would
hurt my search engine positioning and he said no. So feel free to use
any form you like.
You can find many of them at http://www.willmaster.com
or type "recommend forms" with quotation marks around the
words into any major search engine.
If you would like a form like this that takes only about 2 minutes to set up
has it's own module included with it's other advanced marketing features.
Get a 30 day free trial by clicking the link above.
For my "Great Speaking" ezine I put the following text in each issue:
Please recommend this E-Zine to
anyone you know that is interested in being a better presenter, or who
may want to make money speaking and training. (It's a good way to stay
in touch with client's too.) You don't even have to mail them an
I simply put a link with text: Click
here to recommend this site to a friend which is hyperlinked to the
Kick Start Cart automatic recommend form http://www.kickstartcart.com/app/tellafriend.asp?MerchantID=16070
Make it easy for people to recommend your products and services and you'll tap the power of the third party endorsement.
Traffic Generation Technique
When NOT to Drive Traffic
by Tom Antion
One of the biggest mistakes people make is to put Herculean efforts
into driving traffic to their site before the site is thoroughly tested.
When I say tested I mean two things. 1. Mechanically tested i.e., does everything including the
shopping system work smoothly? 2. Does the site convert visitors into buyers?
I had a lady start using Kick Start Cart http://www.kickstartcart.com with a merchant account and a gateway. The moment she threw the settings in the cart she announced her new ebook to her large mailing list of fairly substantial people that
she wanted to impress.
RESULTS: She got buried with complaint emails because everyone that tried to buy the book go their credit card declined which embarrassed them and embarrassed her.
It turns out that she had the wrong setting for the gateway to the merchant account and her AMEX merchant account had not yet been activated. I'm not sure exactly what else was
wrong. I just know that a site that isn't thoroughly tested over a period of at least days is likely to cause trouble.
Test all the credit cards you accept in a live transaction. Get your friends to do it or you may want to sneak a few transactions through using your own credit cards (I'm not advocating this because you may violate your merchant agreement by using your own card in you own system.)
If you ask, most merchant account providers will give you a fake credit card number to use in testing. I have found though that there is nothing that compares to testing with a real credit card. The fake cards test your system, but don't prove that the money actually gets to your bank account which is the whole idea right?
TESTING YOUR SALES PAGES
Once all your links on your site work and go to the correct places and once your shopping system absolutely works, you must begin testing your sales pages.
If you send 1000 people to a sales page and no one buys, do you think it's a good idea to simply send more people to the page? Of course not.
The idea is to send a certain number of people to the page and track the number of people that buy.
Let's say you send 1000 people to your sales page using a pay-per-click search engine and 30 people buy your 19.95 audio tape. You have a 3 percent conversion rate calculated by
dividing the number of people who bought by the number of people who visited the page.
This is pretty darn good. Now you change something about the sales page…Maybe you change the headline or maybe you change the call to action or maybe you change he entire page.
Your original page is now called the "control." You now test the changed page against the "control" and send another 1000 visitors. If you do less than 3 percent
conversion on the new page, you go back to the control page. If you do better than 3 percent you now have a new page that makes you more
money. It is now the "control" for future testing.
You can keep testing until you get tired or you get to the point where you can't get any higher conversion rate.
Now you can drive as much traffic as you want feeling confident that you are selling
a s much as possible from your sales page.
Let's say you end up with a page that gets 3.5 percent conversion on a $19.95
product and each product costs you $2.00 to produce and package.
for every 1000 people that hit the page you sell 35 products.
x $19.95 = $698.25 Gross Income
Your cost of goods
sold (COGS) was $2.00 / product x 35 products sold = $70.00
assume your pay-per-click search engine cost you .20 per click for
your keyword to drive the 1000 visitors to the sales page. This
would be .20 / visitor (click) x 1000 visitors = $200.00
We'll assume the customer is paying the shipping and handling fee
which should cover your cost of postage and labor to haul the
products to the post office.
Here's the math:
- $70.00 - $200.00 = $428.25 net profit
If you have a downloadable product you wipe out the
COGS and shipping hassle which adds an extra profit of
$70.00 / thousand visitors. In the above example you would make
$498.25 profit per thousand visitors.
pay-per-click keyword costs more than .20 that obviously would
reduce your profits and if it cost less than .20 you would make
more profit. If you get high rankings in regular search engines to
drive part of the traffic and/or drive traffic from your ezine,
media or speeches you would increase your profit even more.
We'll talk more about conversion rate in a future issue. But once
you have your site thoroughly tested and have your best conversion
rates calculated, you can drive as much traffic as you want.
Topics for this section
Trade links -- it's great for you in several ways
Write one articles and get at least five uses and
maybe 50 uses
Off line ways to drive traffic
Online ways to drive traffic
When NOT to drive traffic
Product Development Technique
In previous issues we learned how to create an audio tape script and to record an audio tape product.
Now let's take a look at labeling and packaging the tape(s) into a salable product.
For audio tapes I use Avery Label Pro software. This is a convenient software
for all kinds of labels (I don't use this for CDs). One of the reasons it's convenient is because the program has numbered templates that
match up with the numbers on the boxes of labels that you can get at places like Office Depot and
Staples…..well maybe you can get them at Office Depot and Staples. I have found quite often that the audio
tape labels are not kept in stock at the retail stores because the demand is not great enough. You can usually order them from the website of the same stores I just mentioned and have them delivered to your door.
When you set up the Avery program you will have to run a calibration sheet through your printer and make a few adjustments to the software so that everything lines up nicely. You do this
once and then you're setup unless you change your laser printers (ink
jets work too).
It's been my experience that the Avery labels are the highest quality you can get. There are many off
brands and colored labels that you can get to work with the software with enough tweaking, but you'll likely get
lots of paper jams. Also the labels are thinner and tear easily. I say stick with the good quality labels that are seamlessly compatible and you'll get a good looking label with very little frustration.
For higher quantity labels or multi color labels that really must look great or special label stock like gold foil, metallic colored, etc. visit your local
instant print shop.
Unless it's a real print shop they don't print these labels in-house. You order from a catalog and tell them what you want on the labels and they ship your order out to some company that specializes in labels like
Discount Labels. It usually takes about a week to get them back. Sometimes you can have them shipped directly to your office.
You're going to blow a few labels by putting them on crooked. I hold them between my thumb and forefinger on the top edge. I pull them tight and line them up across the top edge of the tape and then
lay then down somewhat diagonally so they don't buckle. I then press my
fingers all over the label to take out any small wrinkles and to make
sure the edges don't curl up.
OTHER LABELING METHODS
As I outlined in the audio tape production
article, your duplication facility can stamp ink right on the cassette shell so you don't have to do any labeling at all.
On short run products and low demand products I make the labels in-house so I can do it quickly and also so I don't have to invest in large quantities like I would if I bought them at a print shop.
For single tapes you can use the standard tape box and "J" card, but I don't recommend it. If you are selling information products, you need to increase the perceived value of the product any way you can which will promote your image and reduce returns.
I think BIG packaging helps toward the above two goals. This is why I won't use small cassette boxes and "J" cards.
For all my tape packaging I use vinyl cassette albums. I get them from http://www.polylinecorp.com
. They have albums that will hold 1, 2, 3, 4, 6, 8 and 16 tapes.
Even the one tape album is 2 or 3 times bigger than a little cassette box. It looks
big and it looks substantial which is precisely the image I want to convey before you even listen to the great
The Album alone normally won't finish off your packaging. ON single tapes I use labels and I also throw in a book mark for my "Wake 'em Up Book."
All the albums I use have a clear plastic cover that is open at the top which forms a pocket so I can slide in pieces of paper to make covers that look really great.
Many years ago when I first started making albums I had to print at least 1000 copies of my color covers to make it cost effective. Cost effective means that the unit cost was small enough so that it didn't eat up all the profit of each product. Small numbers of covers could cost you $10.00 each or more because of the setup costs of the printing process.
That's all changed for the better especially if you are an information marketer. Now I can make up a cover on my word processor, print it out on good paper in gorgeous color, cut them to fit and
have a professional looking cover.
When I need 50 or 100 covers I just take the master to Kinkos or I email them a pdf file and they run the covers on their color copier.
I could do one at a time if I felt like it. Yes, the unit cost is between .79 and $1.50 depending on the size, but both those prices leave a big profit margin on high markup info products.
If you aren't very good at computer graphics, it's pretty easy to find a computer based graphic artist these
days or a high school kid. Get them to supply you with a pdf file and you're off to the Kinko's races.
In come cases when I have a cover that is bigger than 8.5 x 11 inches I output it directly to a pdf file because my laser printer will only take 8.5 x 11 and I don't want to buy
an oversize printer for a few covers.
When I do have a cover that is oversize, many times I can get a 2 for 1 happy hour special.
Let's say the cover I need is bigger than 8.5 x 11, but smaller than 11
x 17 so I have to get an 11 X 17 color copy anyway and cut it down to size. Why not lay out a color coupon on the part that is going to get cut off? Now you get a coupon and a cover for the same price.
So get busy with you audio tape project and use the techniques in this article to make it look great!
Other upcoming topics
Why use a list management company?
by Tom Antion
Because you're crazy not to or you just have way too much
time on your hands.
A list management company specializes in handling all the mundane
and complex functions of maintaining a large email address list.
Why are you crazy if you don't use a list management company?
You will have to handle all the subscribers one at a time by hand.
You will have to handle all the "normal" unsubscribers by hand
You will have to handle all the idiot psycho maniacs
To comply to present day double opt in standards you will have to send a confirmation email to each person subscribing and track whether they return it or not.
If you choose to send a welcome letter (it's a good idea) to subscribers you will have to do it by hand after they have returned the confirmation
email which you had to track by hand (whew! I'm getting
If you choose to offer free ebooks, reports,
etc as incentives to sign up (also a good idea) you will have to do it by hand one at a time.
If you want to keep track of undeliverable emails, you will have to count them up by hand.
You will have to deal with people bitching to be removed because they signed up under one email address and ask you to remove a different one.
The list goes on and on.
That's why you'd be crazy to do this yourself. Do you know how I know?
Because I didn't know any better when I first started and I had to do all the above and more. It's no wonder I didn't have enough time to get my other work done.
Once I started using a list management company all the above tasks (except for dealing with people too stupid to unsubscribe themselves) was taken care of automatically by the list management company.
Subscribers could sign up themselves, unsubscribe themselves, get their confirmation and
welcome emails automatically and also get two free reports automatically.
If I want to know how many undeliverables I have, I simply press a button and there's the answer. It even breaks it down for me into different domains like hotmail and yahoo so I can see which one of those major services is doing the worst. Right now
Hotmail is the worst with Yahoo running a close 2nd.
As soon as I switched to a list management company I had many more hours per week to actually market. With a list of any size at all it would be
impossible to do all the above functions.
Ok I know there are software programs that will do much of what I outlined above, but are they a good idea?
I don't think so unless you are really technically savvy because there is a tremendously steep learning curve . . . not just in learning the software, but in making the entire project work so that your emails get delivered.
This involves locating bulk email friendly ISPs etc, etc. etc.
Another reason it's a good idea to use a large and credible list management firm is because they carry enough clout to get the attention of the
Hotmails, Yahoos and AOLs of the world.
What does that mean?
Let me give you some inside scoop. Companies like Yahoo, Hotmail, AOL and other ISPs routinely dump email. Will they openly admit this? No, not exactly, but I have plenty of experience with all of them.
They'll claim they are simply filtering potential junk mail. Well that "junk mail" could be the Ezine legitimately requested by your subscriber. They won't tell you how the filters are set which makes sense because real spammers could then beat the system easier.
The real reason, in my opinion, is to cut down total amounts of incoming mail to make things cheaper and easier for them.
They figure, "So what if you don't get all your Hotmail mail. It's a free account anyway so too bad."
A large list management company can get a meeting with AOL officials, Yahoo and if lightening strikes Hotmail officials and make deals that you can't.
If the list management company has strict controls against spamming and enforces them, AOL could be persuaded to open the door to email coming from them.
It's doubtful that you'll ever have this kind of clout by yourself.
None of this means that all your mail will get through. In peak periods it could get dumped "accidentally on purpose" or purely accidentally or many free email users let their
boxes fill up causing the rest of their email to bounce.
This is another feature of a good list management company. You can set the number of times you try to deliver to a certain address before the list deletes the name for you (this is called pruning).
You wouldn't want to drop an address after only once bounce. Their server could just be down momentarily or the subscriber's mail box might be full because they are on vacation.
A reputable list management company will keep your list nice and secure. No one else will have access to your subscribers. They also back up their computers regularly.
WARNING: This does not relieve you of the responsibility of downloading your list regularly and backing it up yourself to a
floppy disc, CD, zip drive etc.. Keep at least one copy of the backup out of your office in case of fire or other disaster. Remember -- that list is just like gold bullion to your company.
HOW MUCH DOES THIS COST?
You'll be happily surprised that this kind of service starts at less than $20.00 / month depending on the size of your list and the level of service you require. I pay $299.00 / month now with a list of about 117,000 which is pretty cheap
when you consider this list has brought in close to a million dollars in sales.
If you want to do HTML email, or if you get a smart service that adjusts automatically between HTML, plain text and AOL depending on what the subscriber chooses, that will cost you quite a bit more.
Don't be crazy. Use a list management company right from the start.
I use the standard version of http://www.postmastergeneral.com/?affiliate=antion
topics for this section:
Plain Text Email
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
Killer Copy: Words That Are
Like Magnets to Money
by David Garfinkel
This is a fairly simple
and extremely powerful concept that is not well known to new Internet marketers. It has to do with the fact that some potential buyers like to skim
an ad and make quick decisions. Other potential buyers are more analytical. They read every word.
To take care of the skimmers you brainstorm a bunch of good headlines like you normally would for any ad. You pick what you think is the best one and make
it the headline of the sales page. You take the best of the leftover headlines and make sub headings out of them. Make sure that
jumping from headline to sub head to subhead tells your story. Make the subheads intriguing and provocative.
Along the way put "Buy Me Now" buttons or "Yes, Tom I'm ready to invest in myself" links so the skimmer can make a decision to buy and do so (many times before they get to the bottom of the page).
Just fill in the blanks between subheads with your normal good copywriting techniques.
Having two tracks means your train is heading for a sale.
Killer Copy: Words That Are Like Magnets to Money
By David Garfinkel
I'll never forget what my accountant said five years ago when he saw the ad I wrote for my services: "How many scotches did you drink before you wrote this?"
He was kidding about the scotch. But he just couldn't believe anyone in their right mind would write such a bold and outrageous ad for their own writing, consulting and speaking services, as I had.
Well, I spent $300 on that ad -- $200 to run it in a local trade association directory, and $100 to have it reprinted as a flyer.
The following year, that $300 ad turned into $12,341 in new business for me. And $12,341 was just a tiny fraction of my total business that year.
Why did I make so much money myself while there were so many thousands of "starving writers" in the world? The answer may surprise you. You see, it's not because I'm a better writer. It's not my schooling. Not my resume. Not any talent I was born with.
It's all because I learned how to write "killer copy."
How do you write killer copy?
You start your killer copy with an emotion-packed opening statement that will get the attention of your reader. This opening statement may be:
* a headline
* an opening sentence
* a subject line on an email
* the header on a Web page
… or for that matter, the opening words in a telemarketing script, radio commercial, or TV spot. What's important is that you understand - your first words count for everything… because you must captivate peoples' imagination with those words in order to keep their attention.
Here are examples of opening statements from actual successful marketing pieces:
a) "Take the luxury vacation of your dreams at a reduced cost because of this special offer" (from a travel agency's letter to business owners.)
b) "How to stop overwhelm before it stops you" (from a personal coach's ad aimed at stressed-out overachievers)
c) "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse" (from an investigator's sales letter to divorce lawyers.)
Then, after your emotion-packed opening statement, you just
a) Make a promise
b) Back it up with convincing proof and
c) Ask for action.
1. Make a promise. The letter about luxury vacations starts with these words:
"Imagine taking your winter vacation knowing you aren't
spending a penny more than you have to-secure that you
have a team of travel experts making sure every little detail
of your vacation goes smoothly.
"Here's how you can have that vacation right now: Take
advantage of an unusual promotion our company is doing. Let me explain."
Pretty exciting, right? Even if you don't think so, the people who got the letter did - because the letter produced an amazing $5 million in sales for the travel agency.
2. Back it up with convincing proof. The personal coach's ad for stressed-out overachievers, the one that begins "How to stop overwhelm before it stops you," contains this proof:
* 3 case studies,
* 3 testimonials,
* detailed credentials of the coach
* and a money-back guarantee.
Despite its stunningly bold claims, the ad comes across as very believable and has generated a record-breaking parade of new clients.
3. Ask for action. The investigator's sales letter to divorce lawyers, beginning "Why almost every financial statement in family court may not disclose the full net worth of the opposing spouse," ends this way:
"I would like to meet with you at no charge to show you how I can be of service to you and your clients in future family law cases.
"Please call me at your convenience so we can set up a meeting to discuss further how I can assist your clients recover their fair share of assets. Call me directly at xxx - xxx-xxxx."
Killer copy always asks for action in the most powerful way possible. Notice how the above words spell out exactly what to do, and even make a big promise - that the lawyer reading the letter will recover more money in court for their clients (and, therefore, get more money themselves).
As you can see, a few words of killer copy can lead to massive amounts of money. In fact, many people say writing killer copy is the single most valuable money-making skill in the world.
And recently, writing copy was named as one of the top 10 emerging professions for the new century.
It doesn't surprise me. In the age of the Internet, the old style of advertising copy -- saying something clever, and hoping people remember - just doesn't cut it anymore.
Besides, these days, with business-to-business advertising growing so fast, the traditional advertising industry is feeling a lot of pressure for ads that really produce results. Why? Because, old-style advertising that entertains, but does not sell, is not cost-effective enough for many companies in today's hyper-competitive market.
Recently I heard from my former accountant. (A few years ago, he left accounting to start a new business.)
He asked me if I wouldn't mind sharing some ideas on how he could write killer copy for his own business.
I said sure. And now he's on his way to doing the same thing that I do, for himself.
Funny thing about the conversation we had the other day. Unlike the conversation we had back in 1995, he didn't kid me about drinking scotch, or anything else. Maybe he finally realized that when it comes to increasing your income, killer copy is serious business.
© 2000 David Garfinkel. All rights reserved. David Garfinkel
is widely recognized by many "marketing gurus" as their secret
weapon. That is, he is known as "The World's Greatest Copywriting
Coach"; because, he can, like no other, teach you how to turn
words into cash. David is also the author and narrator of Killer
Copy Tactics, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy.
You can learn more about this course at:
Search Engine Tips
How To Get Listed Prominently
on the New
by Don Crowther
Want more traffic to your web site?
Yahoo may be the perfect source! Yahoo.com is vitally important
to those who want web traffic, with the latest figures showing that
38.9% of web traffic originates from a search on Yahoo.
And with several recent changes in the way they report search
results Yahoo has made traffic gathering from their engine easier than
Yahoo Changes Create Opportunities!
By now you probably know that Yahoo
has changed the way that it delivers search results. Yahoo’s old
method, of showing a page of categories (Business and Economy >
Business to Business > Construction > Metals) and a list of 500
different web sites in response to a search has been replaced.
Visitors now see a list of few category links and some sponsored links,
followed by a list of sites that rank well against that search term.
Here’s a sample of what Yahoo used
to show when you performed a search: (note, make sure the whole url
shows up when you click this link or it won’t work correctly)
Scroll down to where you see the long
list of sites, and notice that they are listed alphabetically.
Here’s a sample of what the new
Yahoo shows in response to a search.
Note that this list looks very similar to those generated by many
of the other search engines: (again, make sure the whole url
shows up when you click this link or it won’t work correctly EDITOR'S
NOTE: I found it easier to copy each line of this url by itself into my
browser address box. Copy them end to end and make sure no spaces are in
this massively long url before you click on "go" or hit enter)
What does this mean for anyone who wants to build their web site
traffic? First, it probably means that your site has changed in
ranking on Yahoo. You might be lucky and your site is in much
better position now than it used to be. But you also may not even
show up in the listing, especially if your past success was based on
having an alphabetically-prominent company name.
Second, it means that the search engine battleground has changed yet
again. My prediction
(and I’m sure Yahoo’s hope) is that since this change makes
information easier to find on Yahoo, it is going to make their directory
significantly more popular, resulting in greater market share, and hence
more searches, going through Yahoo in the future. (I’ve already called
Keys To Ranking High on the New Yahoo!:
The formula for getting ranked high on Yahoo used to be one of the
easiest to understand in the search directory/engine world. Now
that formula’s not so obvious, and more importantly, it will probably
be a moving target, just like most of the other search engines.
What works well this week, possibly won’t next. But that’s
In spite of that, it’s fairly clear that Yahoo will be utilizing
several factors in their equation to determine what comes up first in
their ranking. Keep these in mind as you register new sites:
1. Presence in their database.
Yahoo won’t list you if you’re not in their database! So if
you haven’t done it yet, get off your duff, dust off your credit card,
and fork over the $299 to get your site listed (now an annual fee) You can’t afford
not to, period!
2. Presence of the keyword in your URL, Yahoo title and Yahoo
Yahoo still isn’t ranking their search results based on the page
content of your site itself, but rather by the information in the title,
description and URL that is listed in their database. Your site
must provide valuable information to be accepted into the Yahoo
directory, but when it comes to determining who gets ranked first on any
given search, it’s the words in your Yahoo title, description and URL
that determine the ranking order, not the actual copy on your site.
Ideally, to get great rankings on Yahoo, the keyword that you’re
targeting will be listed in your URL, your company name (which Yahoo
will use for the title of your site in their listing) and right at the
beginning of your site’s description on their database. For example:
http:compostmakers.com Compost Makers Inc.
Compost makers, tools, and equipment for making your garden healthy
will score considerably better for a search on “compost makers” than
http:gardenstuff.com Bob’s Hardware Store
Compost makers, tools, and equipment for making your garden healthy
3. Primacy of the keyword in your URL, Yahoo title and Yahoo
Yahoo places more weight on words at
the beginning of terms than that same word later on in your description.
Compost makers, tools, and equipment for making your garden healthy"
will score better than: "
Garden tools, including compost makers, rakes, shovels and more"
for the term “compost makers.”
Keep in mind though, that this second example will score better on
searches for the term “garden tools” which is searched on 70 times
more frequently than “compost makers.” You need to know what terms
people are actually using to search for sites like yours. How to
do that is the subject of another
article, but the easiest method is
still Overture’s (formerly Goto’s) tool, (currently located at https://secure.overture.com/s/dtc/center/
Click on "Search Term Tool")
Make sure that if you’re going to go to all the work to rank high
against a specific search term, that it’s one that people are actually
using to search for your site!
It’s vital for you to not only know what you are truly selling, but
also what is being searched on in your category.
4. Other factors.
Every search engine applies different weights to certain listing
criteria and change those weightings frequently. At the moment,
Yahoo is doing that in several areas, which may change:
A. Placement in Yahoo’s categories. Yahoo
has not abandoned their old category structure, just changed the way
they list search results. Yahoo currently seems to be giving
higher rankings to those sites that are listed under the categories they
consider to be most important for a given search term rather than the
lower priority categories. (To
see which categories are more important to Yahoo in your subject area,
do a search on your keyword, then look at the top of the page under
Category Matches." The
categories listed there are ranked in the order of importance that Yahoo
places on that category. Ideally,
your site will be included in the first one listed there.)
B. Giving more weight to hyphenated URL’s than
non-hyphenated URL’s with the same keywords. Thus (everything
else being equal) http://compost-makers.com
would score better than http://compostmakers.com.
This is especially true if the keyword is not the first element in the
would score better than http://bestcompostmakers.com.
C. Penalizing sites that have numbers or
early-in-the-alphabet letters before the keyword (probably in reaction
to those who tried to beat their old alphanumeric ranking system): http://1compostmakers.com
probably won’t even show up in the first several pages of their
D. Not differentiating between .com’s, .net’s, .org’s,
This opens up opportunities to achieve top rankings through purchasing
alternative domains to the .com standby. (Caution we have no
idea how the new .info, .biz etc. domains will fare in Yahoo’s new
structure, so approach these with caution).
Want the Hassle – There Is Another Way!
quick and easy method - buy your way to the top.
recent change by Yahoo has suddenly made it very simple (though
potentially costly) to get to the top of the most popular search tool in
the world – now you can buy a #1 ranking!
recently formed a joint venture with Overture, where Yahoo pulls the top
ranked sites on Overture and shows them at the top of Yahoo listings. To see how this works, open two web browsing sessions on your
computer. In one, navigate
to http://yahoo.com . In the other, navigate to http://overture.com
. Now key the same search term into both engines.
Yahoo lists Overture’s first three listings as part of their Sponsor
Matches at the top of their screen?
Now scroll to the bottom of the Yahoo page, and notice that the
other two sites listed as More Sponsored Matches are the sites ranked
4-5 on Overture.
So how do
you get to the top of Overture? You
buy your way there!
how this works click back to the Overture page.
Here’s an example of the top 3 listings for a search in
Overture on the term “steel”
- Industrial Marketplace
Source, quote and buy from more than 550,000 industrial suppliers
searchable by product, service, location, company and brand name.
thomasregional.click-url.com (Cost to advertiser: $0.44)
Steel Suppliers Online
The Thomas Global Register is a directory of 500,000 manufacturers
and distributors from 22 countries, classified by 10,500 products
and services categories. Visit us today.
www.tgrnet.com (Cost to advertiser: $0.43)
/ Cross Reference Steel Standards
Internet and Window software that details/cross-references over
100,000+ standards from around the world. Includes ASTM, JIS, DIN,
EN,GOST, ISO, and 70 other international organizations
www.metalinfo.com (Cost to advertiser: $0.18)
the $0.44 listed at the end of ThomasRegional’s listing as the cost to
the advertiser? That means
that every time someone clicks on the ThomasRegional link on any of
Overture’s partners, $0.44 gets deducted from ThomasRegional’s
did ThomasRegional get listed first?
They were willing to bid $0.44, while tgrnet bid $0.43 and
Metalinfo.com was willing to bid $0.18 at the time of this writing.
(Interesting sidenote – here’s a good example of two
divisions of the same company [ThomasRegional and tgrnet] bidding
against each other to achieve a top ranking.
If the two of them would get together, they could both save over
half of their budget by reducing their bid cost to $0.20 and $0.19 and
still be in the #1 and #2 positions for this search term.
Be careful of this if you own multiple sites all competing for
the same visitor!)
metalinfo.com wanted to be listed first on Yahoo and all of Overture’s
dozens of other partners including MSN and AOL, they simply have to bid
$0.45, beating out ThomasRegional for that top spot.
That will work until ThomasRegional finds out, and outbids them.
But at some point the value of that keyword will be reached and
bidding will stabilize.
does this all mean to you? Simply
that you can instantly (once your Overture account is set up and your
search listings are active) achieve #1 ranking on Yahoo, if you’re
willing to pay for it.
are lots of strategies and techniques that can be used to achieve
maximum results with minimal dollar expenditures - those are the subject
of a future article. But
some experimentation with this method can yield some incredible results
– we’ve seen a number of examples of site traffic doubling simply by
being listed in Yahoo, and increasing by another 25% by buying the top
spot on Yahoo through Overture. So the payoffs can be dramatic.
What We Don’t Know
key issues are not yet clear at Yahoo:
1. There is no indication of site popularity or link popularity
affecting rankings. Yahoo is tracking the number of people who
click on each link so it won’t be surprising to see popularity
affecting rankings in the near future. Link popularity may be
farther out, as Yahoo isn’t currently spidering sites, but we
wouldn’t be surprised to see an acquisition or licensing deal in the
2. There are thousands of sites that are paying extra to be listed
at the top of the category pages as sponsored sites. Yahoo has now
significantly decreased the value given to those paying partners by
shunting as much as 75% of their search traffic off of the category
pages and into their search pages. If you are a sponsored site
owner on the category page, you may want to consider whether you are
still getting your money’s worth from that listing.
All of these changes are vital for internet marketers to understand.
Not only will these changes most likely result in additional traffic for
Yahoo, but for those who understand and act upon these opportunities, it
can yield major benefits of extra traffic, sales and profits!
Don Crowther is the founder of http://netmarketingmasters.com/antion.html
a company dedicated to helping companies build their sales and profits
through the techniques used by the masters of Internet marketing.
For more information on NetMarketingMasters or to subscribe to their
free online marketing newsletter, visit http://netmarketingmasters.com/antion.html
Cool Software and Gadgets
Access your home computer from anywhere that you have an Internet
must have inexpensive software to clean up blocks of text in seconds.
I use this all the time!
Keyword density analyzer. This is what I use to optimize pages for
search engines so that they have the right number of keywords on them.
This does in less than a second what it would take you five minutes
per page to do.
Protect your valuable discs from fire
Gyro mouse wireless mouse
briefcase and presentation screen all in one.
Pen sized scanners
Solar Cell phone batteries
Recharge your cell phone from your laptop battery.
Wireless, headset phone that dials by voice recognition
Track all your product shipments from one website.
Find out how popular any site is by seeing how many other sites are
linked to it. Link popularity plays a big part in search engine
Lots of free and power tools to evaluate and improve your website.
More evaluation and tune up tools for your website
Computer / Automation Technique
Address Grabber is a program that does exactly what is says. It allows you to "grab" your contacts in any format in a text document, from your e-mail, or off the internet, and transfer these addresses into your contact database.
For those of you who collect business cards on the road, this makes it easy to enter these contacts away from home. It will also give you something to do on the flight home or in your room at night.
You simply type the names, addresses, telephone numbers etc. into your
word processor as fast as you can in any old format. Once you have access to your database,
using Address Grabber it will only take an additional few minutes to transfer them.
The way this program works is very simple. First, make sure your transfer destination is
open i.e., ACT or Outlook is open and running.. Type the addresses and/or other contact information into a Word or similar document. Highlight the address you want to transfer and then click on the program you want to transfer to in the Address Grabber toolbar. A screen will pop up for verification that the fields are in the correct position. Once verified, simply hit transfer. Address Grabber will then transfer all contact information into your database in the correct fields.
You can also grab addresses from websites and e-mails. It really is that simple and fast. This really works great when you have collected numerous business cards on the road and they need to be entered quickly.
I keep it running all day so I can grab an address from a signature file
in an email or whenever I see an address I want to "grab" for
The only drawback I have found with Address Grabber, is you can only transfer one contact at a time. However, if you have more than a few addresses to enter, this is the most efficient way to go about entering your contact information. It is less time consuming and you don't need to worry yourself with the details of tabbing over the fields of missing information.
In all, this is a wonderful program to have on your desktop. It will save you an enormous amount of time. And saved time is saved money. This product can be found at
for $49.95. They also offer a 15 day free trial.
Automatically check to see
your website is up as soon as you open your browser window by making
your site the home page. In Internet Explorer Click on
"Tools" then click on "Internet Options." Make
sure you are in the "General Tab." The first area will have
a place to put home page that you want to come up when your browser
opens. In Netscape click on "Edit" then click on
"preferences." On the left hand side highlight
"navigator" then on the right side put in your home page.
If you visit a website
regularly and want to get to it really fast surf to the site in
Internet Explorer. Click on "File" then click on
"Send." Pick send shortcut to desktop and you'll have a
shortcut right from your desktop to that page.
Miscellaneous Stuff You Need to Know
You can get a free CD production guide (watch
out....it's more technical than you really need to make money at http://www.discmakers.com
You can give out free email accounts to your
visitors. This would be especially useful to promote your brand
name. Different programs give you some of the ad space that rides
along with each email or you can pay and get all the ad space for
yourself or to sell. We're planning on having free email in the
not too distant future at Great Internet Marketing.com and Great
Speaking.com Find free email providers for websites by visiting http://www.bigmailbox.com
Add a great search tool for free if you have a
non-password protected site with less than 500 pages http://www.atomz.com
You can try this out at http://www.public-speaking.org
Don't get carried away with some off beat color
scheme that matches your print brochure. Make sure you are only
using browser / web safe colors in your website. There are 216
colors that show up pretty much the same in any browser and on any
Viruses have been discovered that infect Flash
movies played in the Macromedia Player. Those played in your
browser are ok.
Patricia Fripp, CSP, CPAE
NOTE FROM TOM: Patricia
is very complimentary to me in this snapshot of her business and I
appreciate that, but she is an example someone who doesn't sit
around and do nothing just because she's pretty comfortable. I
wish all Butt Camp attendees were like her.
What should you do if your calendar is jam-packed, you have bookings years in advance, and your business is running perfectly? Patricia Fripp knows the answer: "MAKE the time to expand your electronic marketing."
Fripp was quick to see that her website, originally created as a now-ubiquitous "brochure site," was as an opportunity to reach new clients, sell more product, and save time and money on hard-copy materials and administration. Driven by an enthusiasm for both marketing and technology, Fripp has expanded and refined
into a client-getting, labor-saving, money-making success!
British-born Fripp is all about firsts. A professional speaker, she has won every award and designation given by the National Speakers Association including the CSP and CPAE. She is also the NSA's first woman president (1984-85). An admitted "shameless self-promoter," Fripp was among the first speakers to market herself with a speaker press kit (1978), to develop a speaker demo video (1985), and to market her products and services effectively online with her website and her e-zines FrippNews and
Fripp admits she is not a natural "techie." Even so, as a full time and in-demand speaker, executive speech coach, sales trainer, and author, Fripp still finds time to work one-on-one with her webmaster, Aylene Rhiger, orchestrating an ongoing campaign to update and improve content, functionality, visitor traffic, and bottom-line results.
So how does Fripp remain so "hands-on" with her website? After all, her expertise lies in leadership, customer service, marketing, sales, presentation skills, and employee motivation. But she is able to collaborate with her webmaster because she stays up-to-date on the latest in electronic marketing. Fripp's most recent and best resource for this was attending Tom Antion's seminar, "Electronic Marketing Butt Camp."
During her website's first few years, growth of traffic was respectable for the time. Always eager to try new marketing strategy, Fripp worked with her webmaster to increase website traffic. Visits jumped by 80% in twelve months. That was great, but the Fripp team knew that an even higher level of success was possible. Their goals were more traffic, more online sales, and more inquiries about Fripp's speech coaching and sales training services.
Searching for solutions, Fripp and her webmaster both attended Tom Antion's Electronic Marketing Butt Camp. Amazingly, after implementing just a few of Antion's simple solutions, they were able to boost website traffic an additional 30% in just three months--and the success continues today.
Here are some improvements the Fripp team made after attending Tom Antion's Electronic Butt Camp:
Improved strategic placement of keywords on pages. For example, text-link navigation was expanded to include more essential keywords.
* Expanded number of outbound links on site. For example: http://www.fripp.com/links.html
* Established additional reciprocal link relationships with other websites..
* Stepped up publication of Fripp articles on other websites, linking back to Fripp.com.
* Created hallway pages. For example: http://www.fripp.com/forspeakerhelp.html
* Tailored pages to better match specific search-engine criteria.
* Moved Fripp's two e-zines, FrippNews and SpeakerFrippNews, to http://www.postmastergeneral.com/?affiliate=antion
a Butt Camp recommended system. The subscriber base has doubled, because of an easier subscription process and each issue directs subscribers back to the website.
* Improved site indexing: http://www.fripp.com/frippmap.html
* Expanded "feeder" sites, additional small Websites which draw traffic into Fripp.com. Existing feeder sites were: http://www.robertfrippunplugged.com
. Feeder sites recently added include: http://www.aboutemployeemotivation.com
In 2000, Fripp produced an audio program for her brother, legendary guitarist and celebrity Robert Fripp, and has marketed this through the feeder site
. which attracted far more celebrity-seeking visitors than Fripp's primary business sites. Search engine positioning eventually paid off, and, using the many techniques learned at Butt Camp, the Fripp team was able to push traffic up to all Fripp sites. Currently,
now receives the highest number visitors of all the Fripp sites.
Butt Camp further re-enforced Fripp's belief that quality free resources would attract more visitors to her website. For example:
* An extensive selection of articles at http://www.fripp.com/articleslist.html
Online video and audio, some full-length, at http://www.fripp.com/frippclips.html
* Two free content-rich e-zines: FrippNews at http://www.fripp.com/business_newsletter.html
, and SpeakerFrippNews at
Butt Camp also re-emphasized that electronic marketing should not only make money. It should SAVE you money. Downloadable materials on Fripp's websites site have cut printing, shipping, and administrative costs. "My assistant of ten years left one year ago," Fripp explains, "and because of my website I have not had to replace her."
Here are some materials that Fripp provides online:
* Speaker Video
* Complete talks in audio and video
* Press Kit (photos, bio, etc.)
* Program Descriptions
* Pre-Program Questionnaire
* Samples of most of her audio and video programs
The best electronic marketing strategies are constantly evolving and improving. Here's how Fripp plans to update in 2002:
* Fripp will continue to reposition herself online with a greater emphasis on her executive speech coaching and sales training services.
* The Fripp team will leave their old Miva Merchant shopping cart and move over to a Butt-Camp-recommended shopping cart,
. The new cart will be an improvement, offering an easy affiliate program and follow up marketing e-mails to shoppers.
* The ongoing effort to boost search engine rankings will continue through expanded work with the Butt-Camp-recommended system Web Position Gold.
* Fripp will use the Butt Camp model of teleseminars to conduct seminars over the phone.
* The Fripp team will integrate on-line forms into her contact management system.
Fripp's webmaster, Aylene Rhiger, is also an Electronic Marketing Butt Camp alumna and highly recommends the program to other webmasters. "We were already working on our online presence," she says, "and Tom showed us the possibility of a higher level of success. More importantly, he showed how to get there!"
February 2002 with mark Patricia Fripp's third time attending Tom Antion's Electronic Marketing Butt Camp. "Whenever someone approaches my team with an Internet marketing `solution,'" Fripp says, "we ask ourselves, `What would Tom Antion do?' Tom Antion's Electronic Marketing Butt Camp keeps me up with the rapidly changing field of Internet marketing. I have no interest in doing it myself, but I can make more results-oriented choices with my electronic marketing and better direct my webmaster.
"As a seminar junkie for over 26 years, I have never attended a seminar that has more practical, immediately usable content per minute. As long as Tom provides this seminar I will be a repeat attendee!"
Patricia Fripp CSP, CPAE is a San Francisco-based executive speech coach, sales trainer, and professional speaker on sales, marketing, leadership, change, customer service, team building and presentation skills.. She is the author of
"Get What You Want!" and "Make it So You Don't Have to Fake it!" She is a Past-President of the National Speakers Association. named Fripp "one of the country's most electrifying speakers!" She can be reached at
mailto:PFripp@fripp.com , 1-800-634-3035 or visit
Aylene Rhiger, MA, MFA is Patricia Fripp's webmaster and a web developer specializing in websites for speakers, trainers, consultants, and authors. Contact her by
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:firstname.lastname@example.org
As I've been preaching for
a long time forget the Flash and go for the cash. According to an
article in the E-commerce Times Ron Rogowski said operators of the best sites focus on clear navigation, beginning with the home page, and keep flashy graphics and other gimmicks to a minimum.
AOL finished near the
bottom of a Consumer Reports survey of ISPs and now they're raising
their rates for those subscribers who are using their BYOA services.
Rates are going from $9.95 per month to $14.95 per month. They also
became the most expensive ISP last summer when they raised their
subscription rate to $23.90. I use them quite frequently for my
Internet connection when on the road, but service and connections
leave a lot to be desired.
On the other hand AOL has
33 million subscribers who spent around 33 billion dollars last year
on line. You've got to play their game to get your share of that
A study by AnswerThink
found that in 2001 91% of retail websites had an automated email
system. Do you have one? Here it is http://www.kickstartcart.com
Western Europe has passed
up the USA in the highest percentage of Internet Users. They now
have 29.8 % and the USA has 29.2 % Are you thinking Internationally
when you put something on your website? Along with that USA
E-business revenues increased by 7% and Europe, the Middle East and
Africa went up 32%.
According to an Ipsos-Reid/RBC Financial Group survey, as of
the third quarter 2001 the average Canadian family spends 32 hours per week online.
Pizza chain Papa John’s
will make online ordering available at all of its free-standing restaurants in the US.
It is the first pizza chain to offer this service throughout its entire system.
There is fierce
competition among the airlines for providing high speed Internet
access at about $20.00 per hour. I have a tough time seeing this
because no one I know even uses the telephone on airplanes. I just
saw the latest rates. $2.99 connection charge and $7.99 per minute .
. . OUCH. How are they going to have $20.00 per hour high speed
Internet when they can't even have reasonably prices telephone
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 February 2002 Index page