Introduction to Autoresponders

Introduction to Autoresponders
===================================================

If you've reached the point of exhaustion trying to keep up
with answering the mountain of emails that threatens to
bury you alive every single day, you're ready to learn
about autoresponders.

The bad news is that people expect prompt replies to their
email inquiries. However, unless you can figure out how to
work continual twenty-four hour shifts, or hire enough
people to constantly monitor incoming emails (while they're
eating up your revenue), you have a problem. The good news
is an autoresponder is an inexpensive - or even free -
method of quickly responding to emails. What these programs
do is automatically respond to incoming emails as soon as
they are received.

Emails are essential to your business for many different
reasons. Most importantly, these invisible email voices
give you their feedback about your website - for free!
However, if you spend all your working hours answering
these emails, how are you supposed to run your business?
The answer is simple: use autoresponders. Autoresponders
are programs that automatically respond to your emails
without you so much as having to click on your mouse.

There are a number of good reasons why you need an
autoresponder besides just answering your email. For
example, autoresponders can be used if you need a way to
send information about your services or products, price
lists, or if there are repeated questions asked across
large numbers of emails. Maybe you want to offer your site
visitors a special bonus of some kind, such as advice or
relevant articles. All of this can be handled by an
autoresponder. Additionally, you can advertise your
business and then build stable relationships with your
customers by using autoresponders.

Autoresponder programs vary from software that runs with
your email program to a specialized script that runs on
your web hosting company's server. This kind of script may
use a web page form or simply operate with your email
account. This kind of script is programmed to send out a
standardized message whenever an email is received. The
message is sent to a particular script or email address.

Some autoresponders can do more than simply send out
standardized messages. They can send out an unlimited
number of follow-up messages sent at predetermined interval
of time. For example, you can set your autoresponder to
send out a new message every day for as long a period as
you desire.

There are numerous companies who offer autoresponders free
of charge. Your website hosting company often provides
autoresponders as a free service. If this is not the case
with your web hosting company, there are numerous companies
who offer this service for a small fee, or free of charge,
providing you attach an advertisement for their company to
your emails.

To personalize your autoresponder messages, you can attach
a signature. Signatures in this case are much like business
cards. You can include your name, company, all your contact
numbers and addresses, and a brief message.

It's a good idea to attach a signature to every email that
is sent out. This works as a repeated reminder of your
business identity every time a customer sees it. The more
they look at your signature, the more likely your company
will spring to mind when your particular service or product
is needed.

You can create a standardized signature that every employee
in your business uses, or you can go wild, and let every
staff member create their own personal signature. Of
course, like everything in life, there are some rules and
guidelines to creating a personal signature.

Keep the length of your signature between four to six lines
of text, with no more than 70 characters in a single line.
Make sure that your email program does not cut off your
text! The content should include your name, your company
name, your email address, fax number, and any other contact
details, such as 800 numbers. Lastly, always include a
short personal message about your company. It should be a
subtle sell of your services or your products, and possibly
your company's reliability and longevity.

Another specialized use of autoresponders is to create
courses that you can then offer your site visitors for
free. You must choose a topic in which you are an expert
and that precisely targets your potential customers.

Once you have carefully chosen your subject, divide it into
a number of different sub-topics. Then offer your site
visitor a free 10 or 15 day course, each day offering a
different sub-topic. The first topic should always be a
welcome message to your site visitor and an explanation
about what is to follow. Your explanation should be
enticing, getting the point across that you are offering
free, quality information that your target audience will
find of great value.

With every lesson, include the number of the lesson, the
topic title, information about your company and its
services or products. At the end, include a few blurbs
about the next lesson to entice the subscriber to continue
on.

Make sure each topic is packed with essential and valuable
information, and leaves the visitor lusting to know more.
Otherwise, you may lose them in the very beginning.

Of course, you have to write up your course before you can
offer it. Once you have done this, and gone over the
material carefully, employing a professional writer or
editor if necessary, you must transfer your text to your
autoresponder.

There are a number of free autoresponders you can use. Try
http:/www.getresponse.com, or http://www.fastfacts.net. Or
go onto Google and you will find a long list of free
autoresponder companies. Then sign-up for your chosen
autoresponder. Once you do, you will receive instructions
as to how to set it up and transfer your text.

Email is an excellent marketing tool; it is inexpensive and
it is fast. Use it to advertise your business by choosing
your email address carefully. Your website should contain
different email addresses for different contact requests.
For example, use info@yourdomain.com for information
requests, or sales@yourdomain.com for questions about
sales. It's a good idea to set up one for the owner, such
as president@yourdomain.com. This presents your company in
a personal, approachable light and insures that direct
contact is provided.

Autoresponders are an effective and powerful marketing
tool, allowing you to make contact with thousands of
potential customers. This is an invaluable asset
considering how many potential customers you usually have
contact with before you make an actual sale. Essentially,
an autoresponser allows you to automate part of your
marketing campaign.


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Creative and Profitable Ways to Use Autoreponders

Creative and Profitable Ways to Use Autoreponders
===================================================

An interested visitor who has been strolling through your
site has finally come to just what she is looking for and
is about to make a purchase. It's a sunny afternoon, and
her cat, who happens to be sitting on the moss under the
visitor's large fifty-year-old snow-rose bonsai tree,
suddenly jumps down, and the priceless tree topples over.

In the blink of an eye, your visitor exits your site, and
your sale is dust - unless you have had the foresight to
utilize an autoresponder that has captured her email
address. If you have installed an autoresponder, you can
then follow-up with her, and in all probability, make the
sale when the poor woman has finished repotting her
precious bonsai.

Autoresponders are remarkable, versatile programs that do
so much more than just automatically answer your email.
Here are a few ideas that will help you to creatively and
productively use your autoresponder to transform the casual
visitor into a profitable customer. Use your autoresponder
to:

1. Publish a newsletter. Certain quality autoresponders
will manage subscriptions and follow-up with interested
prospects. Your newsletter can keep your visitors informed
about your services or products, while building your
reputation as a credible expert in your particular
business.

2. Publish a newsletter only for your affiliates. Inform
them of current sales you are running and of promotional
material that your affiliates can use themselves to
increase their commissions. Include tips, advice, and
techniques that your affiliates can use to successfully go
out and promote your business.

3. Write reviews. Cover books, software, music, e-books,
movies, etc., and put each review in an autoresponder.
Review your affiliate programs, using a link to your
affiliate's page in your autoresponder.

4. Distribute your articles. Writing and distributing
targeted articles is a powerful tool to build your business
credibility, bring traffic to your site, and increase your
sales potential. If your articles contain valuable
information, many editors will print what is known as a
resource box for you. A resource box contains your bio and
a brief description of your service or product. It can also
contain your autoresponder address. Let's say you've
written fifty articles. Put them on separate autoresponder
accounts and create a master list that contains the titles
of each article, the autoresponder address, and a brief
abstract. Then promote your master list. Additionally,
include your publishing guidelines so your affiliates can
add their articles to your list, increasing the number of
writers who are represented in your article list.

5. Create mailing lists. Inform subscribers to your
articles when you've written new ones that they may want to
publish in their own newsletter or website.

6. Automate your sales process. Use an ad to insure
repeated exposure of your message, which has been proven to
effectively increase sales. In your ad, put your
autoresponder address where a visitor will be exposed to
numerous marketing materials. This multiplies the chances
of converting visitors into customers. For example, if
you're selling a particular product, put testimonials about
how spectacular it is on your autoresponder, and add a
detailed, enticing description of your product.

7. Distribute advertising. Let's say you sell advertising
on your website or in your newsletter or e-zine. Set your
autoresponder to send the information about rates and how
to place an ad automatically to all prospects' email
addresses. Then have your autoresponder follow-up. It can
also send notification of any special deals you are
currently offering.

8. Distribute an email course. Each day, have your
autoresponder send out another lesson. Just be sure that
each lesson has quality content - not a sales pitch. Your
content will do the selling for you, and will do it much
more effectively. You can include tips centered on a
different topic for each lesson, illustrating how your
product will benefit the reader. Include the tangible
benefits the visitor will reap by purchasing your product.
Make sure to include a paragraph or two at the end of each
lesson enticing your prospect to consider making a
purchase.

9. Automate a reminder about your service or product after
a visitor has completed your course. This will increase the
possibility of sales from visitors who have taken your
course but are dragging their feet about actually making a
purchase. You can also use these reminders to promote new
products or services, and the products and services of your
affiliate programs.

10. Distribute free reports. This gives your visitor an
idea of the type of information you can provide and the
quality of your product or service. Make sure these reports
are not sales letters or you will more than likely lose a
potential customer than gain a sale.

11. Create trivia quizzes on your site and place the
answers in an autoresponder. Your visitor will then be
motivated to request your autoresponder, and you will have
a record of the visitors' email addresses who took your
quiz. Or create a contest and have any visitors that enter
send their responses to your autoresponder. Your
autoresponder can be set-up to send them a confirmation of
their entry.

12. Offer a trial version of your product. Give your
prospects a sample of your ebook, course, software,
membership, etc. People who are exposed to a little taste
often end up wanting the whole pie. You can also capture
their email addresses when you offer them a free trial from
your website. Set up your autoresponder to give
instructions on how to obtain their free trial, and then
make sure to follow-up to try and close the sale.

13. Link to hidden pages on your autoresponder. For
example, a hidden page could be your affiliate page that
contains graphics, promotional articles, and text links
that interested affiliates can make use of. Inform visitors
that they may have free access to your affiliate page by
simply requesting your autoresponder. You will then gather
a list of visitors who may be interested in becoming your
affiliates.

14. Use an autoresponder on your order page. Post a request
form for visitors to be notified of special offers or
discounts in the future. This creates a very effective
mailing list that contains the names of people who are
already your customers.

15. Put your links page on your autoresponder. It should
contain up to fifty links that would be of particular
interest to your visitors. Make sure to add your own
promotional copy at the top or bottom of this page.

Now that you have proof that autoresponders can be used
creatively, see if you can come up with some brilliant
ideas of your own!


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Steps to Publishing Success

Even if your best friend owns a top publishing
company, giving you an immediate "in," this does not
guarantee publishing success.

First, you have to write a quality book that has a
clear target audience. And your book must answer a
common problem or need that audience shares. Then you
have to develop a marketing plan, and stick to it for
at least two years.

Let's begin with the process that should commence
before you write your first word. Begin by reading A
LOT. Read both books you passionately love and books
you can't seem to make it past page five. Then figure
out what the author did in the book you loved, and
what was wrong with in the book you couldn't finish.
Write down these points so they are crystal clear to
you. Read other people's books for inspiration and to
discover what you should avoid as a writer.

The next step is to plan out your book. Narrow down
your subject, and then divide it into chapters. Each
chapter should address a specific aspect of the
problem your book is going to solve. In each chapter,
break the specific aspect down into several parts.
This will help your readers take in your information a
bit at a time instead of overwhelming them with every
bit of information clogging up the pages until they
feel like they're about to go blind. It's not quite
spoon-feeding the information to your readers, but
it's close.

The next two steps are obvious. Write your book and
then revise it. And then revise it again. And perhaps
again. Of course, writing is extremely hard, and
writing a book can seem like an impossible task. There
are many books out there that give you guidelines to
help you become familiar - and even love - the process
of writing and revision. Find a number of books about
writing. Better yet, find a number of books about
writing the specific type of book you aspire to write.
These can serve as roadmaps on your writing journey.

Once you've written your ebook and revised it at least
twice, show it to someone else whose opinion you
respect. If you're lucky enough to know a good editor,
see if you have something to barter for him or her to
go through your manuscript. Or join a writing group
and let the other members critique your work.

Then take all these ideas from other people, and
revise your manuscript one last time. And then stop!
Put down that pen! Get your hands off the keyboard!

One of the most important steps to actually producing
a book is to know when to stop writing and tinkering
with it.

You've finally written your ebook! Pop open the
bubbly! Give yourself a night out on the town!

Okay, now that this necessary celebration is out of
your system, what do you do next?

How to turn your ebook into Profits

Ebooks are a revolutionary way to publish your book
without incurring the costs of print production. All
you need is a relevant and targeted subject and some
inexpensive software, and you can transform your
manuscript into a book.

The problem, in terms of actually seeing any profits
from your ebook, is that the market is overwhelmed
with ebooks, and many of them are not worth the time
it takes to download them. Just because the ability
exists to easily produce an ebook, doesn't make it
good writing.

Make sure your book does not simply rehash old
material. You will injure your credibility as an
author by claiming to offer valuable new insights and
disappointing your audience with material they've read
a zillion times before. So spend enough time writing
and revising your book to make sure it's of the
highest quality and presents the most current
information. A good book will eventually sell itself;
false claims about your book will make it extremely
difficult to sell any future books you may write.

Assuming you have determined that you do indeed have a
quality product that answers some question or need of
your target audience with NEW information, how do you
know how much to charge for it? Rule number 1: Set a
price for your book equal to its value. An
under-priced book will only give the impression that
your book isn't worth very much.

To figure out a fair price, estimate how much time you
put into creating it and how difficult it was to
transform the necessary information into
understandable and engaging writing. Figure out how
much your time and effort is worth, and then price it
accordingly. The goal is for you to be adequately
compensated for your talent, your time, and your
effort.

Once you've figured out a price that is high enough to
convey the value of the book, but not so high as to be
out of the reach of your target audience's mean
budget, then it's time to offer it for sale on your
website. To attract sales, you will need to develop a
promotional campaign, particularly if you are an
unknown author.

There are multitudes of books about self-promotion
that will guide you in your efforts. Choose a plan
that is both creative and professional. Learn how to
write a catchy yet informative press release, and send
copies of your ebook to sites that specialize in ebook
reviews.

Learn how to write powerful sales copy, or hire
someone to write it for you. This is an essential. You
absolutely need excellent sales copy to sell your
book. Make sure the copy includes all the reasons your
target audience needs your book, and the benefits they
will derive from buying it.

Use graphics in your promotional materials. Beautiful
graphics have the power to instantly convey the
quality and value of your ebook. Graphics can also
convey the amount of valuable information the book
contains, and your careful attention to detail.
Professional graphics sell professional books. They
reassure the customer that the product is what it
claims to be.

Consider excerpting chapters for articles. You can
offer these tidbits for free on your website as a sort
of demo of your book. Include an order form for your
ebook at the end of the excerpted articles.

Finally, when you set-up your download link, make sure
to simplify the process. It's a good idea to offer a
few bonuses that make your book even more enticing to
purchase, but make sure the bonuses are valuable and
high quality. Too many bonuses that are basically a
load of useless stuff will compromise the impression
your audience has of your ebook. The goal is to convey
to your audience that they are getting a quality
product for a good deal. That means applying
restraint, especially when it comes to adding bonus
items. Too much free stuff offered diminishes your
credibility.

Make sure your book is a quality product. Make sure it
is relevant and current. Develop an effective
marketing plan that includes excellent sales copy and
excerpted articles. Then offer your book for sale, and
wait for your audience to discover you!


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What is writer's block?

Well, I just can't think of a single darn thing to
say. Oh well, I'm outta here!

Sound familiar? No! Oh, get real! We've all
experienced this phenomenon when we absolutely have to
write something, particularly on deadline. I'm talking
about. . . . .uh, I can't think of what the word is .
. . oh, yes, it's on the tip of my tongue . . . it's:

WRITER'S BLOCK!!!!

Whew! I feel better just getting that out of my head
and onto the page!

Writer's block is the patron demon of the blank page.
You may think you know EXACTLY what you're going to
write, but as soon as that evil white screen appears
before you, your mind suddenly goes completely blank.
I'm not talking about Zen meditation
stare-at-the-wall-until-enlightenment-hits kind of
blank.

I'm talking about sweat trickling down the back of
your neck, anguish and panic and suffering kind of
blank. The tighter the deadline, the worse the anguish
of writer's block gets.

Having said that, let me say it again. "The tighter
the deadline, the worse the anguish of writer's block
gets." Now, can you figure out what might possibly be
causing this horrible plunge into speechlessness?

The answer is obvious: FEAR! You are terrified of that
blank page. You are terrified you have absolutely
nothing of value to say. You are afraid of the fear of
writer's block itself!

It doesn?t necessarily matter if you've done a decade
of research and all you have to do is string sentences
you can repeat in your sleep together into coherent
paragraphs. Writer's block can strike anyone at any
time. Based in fear, it raises our doubts about our
own self-worth, but it's sneaky. It's writer's block,
after all, so it doesn't just come and let you know
that. No, it makes you feel like an idiot who just had
your frontal lobes removed through your sinuses. If
you dared to put forth words into the greater world,
they would surely come out as gibberish!

Let's try and be rational with this irrational demon.
Let's make a list of what might possibly be beneath
this terrible and terrifying condition.

1. Perfectionism. You must absolutely produce a
masterpiece of literature straight off in the first
draft. Otherwise, you qualify as a complete failure.

2. Editing instead of composing. There's your
monkey-mind sitting on your shoulder, yelling as soon
as you type "I was born?," no, not that, that's wrong!
That's stupid! Correct correct correct correct?

3. Self-consciousness. How can you think, let alone
write, when all you can manage to do is pry the
fingers of writer's block away from your throat enough
so you can gasp in a few shallow breaths? You're not
focusing on what you're trying to write, your focusing
on those gnarly fingers around your windpipe.

4. Can't get started. It's always the first sentence
that's the hardest. As writers, we all know how
EXTREMELY important the first sentence is. It must be
brilliant! It must be unique! It must hook your
reader's from the start! There's no way we can get
into writing the piece until we get past this
impossible first sentence.

5. Shattered concentration. You're cat is sick. You
suspect your mate is cheating on you. Your electricity
might be turned off any second. You have a crush on
the local UPS deliveryman. You have a dinner party
planned for your in-laws. You . . . Need I say more.
How can you possibly concentrate with all this mental
clutter?

6. Procrastination. It's your favorite hobby. It's
your soul mate. It?s the reason you've knitted 60
argyle sweaters or made 300 bookcases in your garage
workshop. It's the reason you never run out of Brie.

FACE IT ? IT?S ONE OF THE REASONS YOU HAVE WRITER'S
BLOCK!

How to Overcome Writer's Block

Okay. I can hear that herd of you running away from
this article as fast as you can. Absurd! you huff.
Never in a million years, you fume. Writer's block is
absolutely, undeniably, scientifically proven to be
impossible to overcome.

Oh, just get over it! Well, I guess it's not that
easy. So try to sit down for just a few minutes and
listen. All you have to do is listen ? you don't have
to actually write a single word.

Ah, there you all are again. I am beginning to make
you out now that the cloud of dust is settling.

I am here to tell you that WRITER'S BLOCK CAN BE
OVERCOME.

Please, remain seated.

There are ways to trick this nasty demon. Pick one,
pick several, and give them a try. Soon, before you
even have a chance for your heartbeat to accelerate,
guess what? You're writing.

Here are some tried and true methods of overcoming
writer's block:

1. Be prepared. The only thing to fear is fear itself.
(I know, that's a clich?but as soon as you start
writing, feel free to improve on it.) If you spend
some time mulling over your project before you
actually sit down to write, you may be able to
circumvent the worst of the crippling panic.

2. Forget perfectionism. No one ever writes a
masterpiece in the first draft. Don't put any
expectations on your writing at all! In fact, tell
yourself you're going to write absolute garbage, and
then give yourself permission to happily stink up your
writing room.

3. Compose instead of editing. Never, never write your
first draft with your monkey-mind sitting on your
shoulder making snide editorial comments. Composing is
a magical process. It surpasses the conscious mind by
galaxies. It's even incomprehensible to the conscious,
editorial, monkey-mind. So prepare an ambush. Sit down
at your computer or your desk. Take a deep breath and
blow out all your thoughts. Let your finger hover over
your keyboard or pick up your pen. And then pull a
fake: appear to be about to begin to write, but
instead, using your thumb and index finger of your
dominant hand, flick that little annoying ugly monkey
back into the barrel of laughs it came from. Then jump
in ? quickly! Write, scribble, scream, howl, let
everything loose, as long as you do it with a pen or
your computer keyboard.

4. Forget the first sentence. You can sweat over that
all-important one-liner when you've finished your
piece. Skip it! Go for the middle or even the end.
Start wherever you can. Chances are, when you read it
over, the first line will be blinking its little neon
lights right at you from the depths of your
composition.

5. Concentration. This is a hard one. Life throws us
so many curve balls. How about thinking about your
writing time as a little vacation from all those
annoying worries. Banish them! Create a space, perhaps
even a physical one, where nothing exists except the
single present moment. If one of those irritating
worries gets by you, stomp on it like you would an
ugly bug!

6. Stop procrastinating. Write an outline. Keep your
research notes within sight. Use someone else's
writing to get going. Babble incoherently on paper or
on the computer if you have to.

Just do it! (I know, I stole that line from
somewhere?). Tack up anything that could possibly help
you to get going: notes, outlines, pictures of your
grandmother. Put the cookie you will be allowed to eat
when you finish your first draft within sight ? but
out of reach. Then pick up the same type of writing
that you need to write, and read it. Then read it
again. Soon, trust me, the fear will slowly fade away.
As soon as it does, grab your keyboard ? and get
writing!


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How To Write An EBook

The hardest part of writing is the first sentence.
When you look at the whole project, it seems like an
impossible task. That's why you have to break it down
into manageable tasks. Think of climbing a mountain.
You are standing at the foot of it and looking up at
its summit vanishing into the clouds. How can you
possibly scale such an immense and dangerous mountain?

There is only one way to climb a mountain ? step by
step.

Now think of writing your ebook in the same light. You
must create it step by step, and one day, you will
take that last step and find yourself standing on the
summit with your head in the clouds.

The first thing you have to do, as if you actually
were a mountain climber, is to get organized. Instead
of climbing gear, however, you must organize your
thoughts. There are some steps you should take before
you begin. Once you've gone through the following
list, you will be ready to actually begin writing your
ebook.

Beginning Steps to Writing an ebook

First, figure out your ebook's working title. Jot down
a few different titles, and eventually, you'll find
that one that will grow on you. Titles help you to
focus your writing on your topic; they guide you in
anticipating and answering your reader's queries. Many
non-fiction books also have subtitles. Aim for clarity
in your titles, but cleverness always helps to sell
books ? as long as it's not too cute. For example,
Remedies for Insomnia: twenty different ways to count
sheep. Or: Get off that couch: fifteen exercise plans
to whip you into shape.

Next, write out a thesis statement. Your thesis is a
sentence or two stating exactly what problem you are
addressing and how your book will solve that problem.
All chapters spring forth from your thesis statement.
Once you've got your thesis statement fine-tuned,
you've built your foundation. From that foundation,
your book will grow, chapter by chapter.

Your thesis will keep you focused while you write your
ebook. Remember: all chapters must support your thesis
statement. If they don't, they don't belong in your
book. For example, your thesis statement could read:
We've all experienced insomnia at times in our lives,
but there are twenty proven techniques and methods to
give you back a good night's sleep.

Once you have your thesis, before you start to write,
make sure there is a good reason to write your book.
Ask yourself some questions:

* Does your book present useful information and is
that information currently relevant?

* Will you book positively affect the lives of your
readers?

* Is your book dynamic and will it keep the reader's
attention?

* Does you book answer questions that are meaningful
and significant?

If you can answer yes to these questions, you can feel
confident about the potential of your ebook.

Another important step is to figure out who your
target audience is. It is this group of people you
will be writing to, and this group will dictate many
elements of your book, such as style, tone, diction,
and even length. Figure out the age range of your
readers, their general gender, what they are most
interested in, and even the socio-economic group they
primarily come from. Are they people who read fashion
magazines or book reviews? Do they write letters in
longhand or spend hours every day online. The more you
can pin down your target audience, the easier it will
be to write your book for them.

Next, make a list of the reasons you are writing your
ebook. Do you want to promote your business? Do you
want to bring quality traffic to your website? Do you
want to enhance your reputation?

Then write down your goals in terms of publishing. Do
you want to sell it as a product on your website, or
do you want to offer it as a free gift for filling out
a survey or for ordering a product? Do you want to use
the chapters to create an e-course, or use your ebook
to attract affiliates around the world? The more you
know upfront, the easier the actual writing will be.

Decide on the format of your chapters. In non-fiction,
keep the format from chapter to chapter fairly
consistent. Perhaps you plan to use an introduction to
your chapter topic, and then divide it into four
subhead topics. Or you may plan to divide it into five
parts, each one beginning with a relevant anecdote.

How to make your ebook "user friendly"

You must figure out how to keep your writing engaging.
Often anecdotes, testimonials, little stories, photos,
graphs, advice, and tips will keep the reader turning
the pages. Sidebars are useful for quick, accessible
information, and they break up the density of the
page.

Write with a casual, conversational tone rather than a
formal tone such as textbook diction. Reader's respond
to the feeling that you are having a conversation with
them. Break up the length and structure of your
sentences so you don?t hypnotize your readers into
sleep. Sentences that are all the same length and
structure tend to be a good aid for insomnia!

Good writing takes practice. It takes lots and lots of
practice. Make a schedule to write at least a page a
day. Read books and magazines about the process of
writing, and jot down tips that jump out at you. The
art of writing is a lifetime process; the more you
write (and read), the better your writing will become.
The better your writing becomes, the bigger your sales
figures.

In an ebook that is read on the screen, be aware that
you must give your reader's eye a break. You can do
this by utilizing white space. In art classes, white
space is usually referred to as "negative space."
Reader's eyes need to rest in the cool white oasises
you create on your page. If your page is too dense,
your reader will quit out of it as soon as their eyes
begin to tear.

Make use of lists, both bulleted and numbered. This
makes your information easy to absorb, and gives the
reader a mental break from dissecting your paragraphs
one after the other.

Finally, decide on an easy-to-read design. Find a font
that's easy on the eyes, and stick to that font
family. Using dozens of fonts will only tire your
readers out before they've gotten past your
introduction. Use at least one and a half line
spacing, and text large enough to be read easily on
the screen, but small enough so that the whole page
can be seen on a computer screen. You will have to
experiment with this to find the right combination.

Of course, don't forget to run a spell and grammar
check. You are judged by something as minor as correct
punctuation, so don?t mess up a great book by tossing
out semicolons randomly, or stringing sentences
together with commas. (By the way, that's called a
"comma splice.")

Last of all, create an index and a bibliography.
That's it! You've written a book! Now all you have to
do is publish your ebook online, and wait for download
request from your website visitors.


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How To Price Your EBook

You've written and compiled an ebook. Now you have to
decide how much to charge for it. Finding the right
price is essential to the success of your product. If
you charge too little, people will think it's of
little value, and they won't purchase it, or even it
they do buy your book, you will have to sell thousands
of copies to get to the point where you can begin to
see a profit. If you price it too high when compared
with your competition, you will find yourself steadily
lowering the price, which will cause you all kinds of
new problems in the future. For example, if you sell
your ebook at first for $39.99, and later reduce it to
$24.95, don't you think the people who bought it for
$39.99 are going to be PISSED?

Choosing the right price for your ebook is one of the
most critical parts of the marketing process. The
first rule of pricing ebooks is to never underprice.
Determine the highest price your audience can afford,
and then if you find your book isn?t selling, you can
always reduce the price. Before you take that step,
make sure you are promoting your book like crazy on
the Internet and on websites. The price should be
aimed at bringing in profits, but you should never
forget that price is one of the factors that people
use in judging the value of your ebook ? before they
buy it. So always start with the highest price, and
then launch a mega-marketing campaign.

Pricing an ebook is particularly difficult because
ebooks are a fairly new commodity. Since they are
digital, the value of an ebook is as confusing as the
understanding of what digital actually is to the
average layperson. This means that we must look at
ebooks in a different light in order to determine
their actual worth in this brave, new cyber world.

Let's look at the difference between a book in print
and an ebook. A printed book is an object you can hold
in your hand, store on your bookshelf, even hand down
to the next generation. It is priced on factors such
as paper stock, design and production costs, and
marketing.

But the fact that unites ebooks and print books is
that they are composed of ideas. It is the ideas in
these books that have the ability to change, or
possibly transform, people's lives.

What do you think an idea is worth when evaluated
against the cost of paper and ink?

It is the IDEAS that are valuable! That is how you
determine the cost of your ebook.

What should I charge for my ideas?

There are all different formulas and methods for
determining the correct price for your ebook. Let's
begin with honing in on your ultimate goals.

Decide if your goal is to get wide distribution and
maximum exposure. This goal is aimed at drawing
customers to your business or service, or to
establishing the credibility of your reputation. If
this is your main goal, you should aim to keep your
price on the low side. Some authors have even priced
their ebooks at a profit loss to draw a high number of
new customers. The key is to find a price that
maximizes your profits and the number of books you
sell.

This is an excellent pricing strategy if you are
looking to acquire long-term customers. Long-term
customers are extremely likely to buy from you again
and again ? as long as the first ebook they buy is of
exceptional quality and beneficial to the customer.

However, if your book contains valuable ? and more
importantly NEW information, references, or techniques
? then you should aim to price it on the high end.

After you figure out your goal, you must figure out
what your audience's need is for your ebook. For
example, does your book solve a particular problem? If
it does, and solves it in a way that hasn't been
written about in one hundred other ebooks, you will be
able to achieve high sales at a high price. If your
book solves a problem or answers questions in a new
and unique way, you should price your book as high as
you can go. You will achieve larger profits this way,
but bring in fewer customers. Just make sure the
question or problem that your book solves is one that
is important and relevant to the majority of your
market audience. If your ideas are not common
knowledge, or you are presenting a brand new
technique, you will be able to sell books at a high
price. Just be prepared for your competition to
undercut you on price as soon as they hear about your
book.

Keep in mind that the above pricing strategy is
temporary. Eventually, you will cease to sell books at
this high price. So figure out in advance how long you
plan to offer your ebook at this high price, and when
that time is up, change your pricing strategy.

If you want to see large profits over customer draw,
aim for an audience that is looking for easy solutions
to their problems at a low price. If your book is
aimed at solving one particular problem rather than
general advice, then you can charge more. Start at the
highest price the market will bear to bring in the
largest profits, and plan to discount the book a
number of times throughout the year.

Marketing Strategies

The key that unlocks the sales potential of your ebook
is to find a single sentence that becomes your selling
handle. This sentence states what question or problem
your book answers and the benefits your ebook can
provide. Then be sure to use that sentence in every
piece of sales and promotional material, and every
time anyone asks you about your ebook.

Besides promoting your books assiduously online, there
are several other strategies that can help you sell
more books.

One is to give something away for free with your book,
such as a valuable bonus item. Or bundle several
ebooks under one price, which lowers the price for
each ebook if they were sold separately.

An effective technique for figuring out a price is to
send out a survey to your current customers. If these
customers have already bought an ebook from you, ask
for their opinion in terms of price. Do this by
creating a sales page for the new book, but don't
include a price on that page. Instead, add a number of
links to survey questions that ask pointed questions
to aid you in assigning a price to your ebook.

Another strategy is to test out prices by creating a
number of duplicate sales pages with different prices
on each page. Make sure your sales copy is exactly the
same on every page, and includes your selling-handle
sentence. Then figure out for each page the conversion
ratio between visitors to your site and sales of your
book. This will tell you what your optimum price is.

Ultimately, if you've written a book that solves a
problem or presents a new technique, your book will
bring in both traffic and profits. So be sure to write
that selling-handle sentence that sums up what problem
your book solves and what the benefits of your book
will be to the customers who purchase it. And then
watch your market come to you!


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Ebooks are Promotional Powerhouses

Ebooks are part of the new frontier of cyberspace.
They are an entirely new medium for sharing marketing
information, ideas, techniques, and expert knowledge.
Each day the number of people accessing the Internet
grows, causing the exposure of your ebook to increase
incrementally. It's obvious why electronic
self-publishing has become so popular so quickly.

The publishing industry, I hope, does not intend to
forever banish the printed word to the dustbin of
history. Books in print have their own special
qualities and merits, and the world would be
diminished by their disappearance.

Having said that, let's look at what makes ebooks so
important and so unique. Ebooks have certain abilities
and qualities that other mediums do not possess.

For example, ebooks are fairly easy to produce, and
their production cost is inexpensive. Just think about
it: you don't need a publisher, an agent, a printing
press, offset film, ink, paper, or even a distributor.
You just need a great concept, the ability to write it
or to hire a writer, and the right software.

Additionally, ebooks are easily and rapidly
distributed online. They are also easily updated; they
do not require a second print run. All you need is to
go into your original creation and modify the text or
graphics. Because of this flexibility, ebooks can
change and grow as fast as you can type.

Ebooks are also immediately obtainable. You don't have
to go to a bookstore or search through endless titles
at an online bookstore. All you have to do is download
it from a website, and presto! It's on your computer,
ready to be read.

Ebooks are interactive. This is one of the most unique
and specific qualities that ebooks offer. You can add
surveys that need to be filled out, order forms for
customers to purchase your products or goods, sound
and video that draw your reader into the virtual world
of your ebook, even direct links to relevant sites
that will expand your ebook outward. The potential is
virtually limitless.

Ebooks have a particular kind of permanence that other
mediums do not possess. Television shows and radio
shows air once, and then may rerun a few times. Ebooks
remain on your computer for as long as your choose,
and they can be read and reread whenever you choose
to. They can even be printed out and stored on the
shelves of your traditional home library.

Another wonderful quality is that ebooks have no
barriers in terms of publishing. You don't need to go
through the endless process of submitting your
manuscript over and over again, and then once you land
an agent, having the agent submit your manuscript over
and over again. Nor do you have to shell out thousands
of dollars for printing a self-published book. All
ebooks require is a writer and appropriate software.
Figure out your market, write your book, post it on
your website, and with the right business savvy, your
audience will come to you.

Finally, you have creative control over your ebook.
You don?t have to compromise with an editor or the
publishing trends of the time. You don't have to
haggle with a designer or wait for copyedited galleys
to arrive by snail mail. You are in complete control
of the design and the text.

How to Use ebooks for Marketing and Promotion

There are innumerable ways to use ebooks to promote
your business and drive quality traffic to your
website. Once posted on your site, you can turn them
into a daily course, which brings your customer back
to read the next chapter. You can use them as a free
gift for making a purchase or for filling out a
survey. Put your ebook on a disc, and you will have an
innovative brochure. Blow your competition away by
inserting the disc into your sales packages.

The most effective marketing products are those that
are unique. Copyright your ebook, and immediately, you
have a powerful tool that you, and you alone, can
offer to the public. People will have to visit your
site to acquire your ebook, which increases the flow
of quality traffic and the potential of sales and
affiliate contacts.

Make sure that you keep your ebook current. Update it
frequently as the market and trends change. Add new
advice and techniques to show your prospects how your
goods or services can enrich their lives. By
constantly keeping abreast of new trends and
techniques, you can continue to see profits from your
ebook for years after your original creation.

Another phenomenal advantage of ebooks is that you can
test their marketing potential without putting out
hardly any cash at all. You can even produce an ebook
one copy at a time, each time you receive an order,
eliminating the need for storage and inventory. By
this method, you can gauge the saleablity of your
ebook, and make adjustments as necessary until the
orders start pouring in. Ebooks allow you to learn
about your market and customer habits and motivation
over a period of time, without risking your precious
financial resources. They also provide you with an
invaluable way to gather marketing information, which
you can use in many different facets of your business.

Use your ebook to discover what the specific goals and
problems are in your specific industry. Then figure
out how to solve these problems, and publish an ebook
with this invaluable information. This will increase
the value of your business, upgrade your reputation,
and get you known as an expert in your field.

You can extend the value of single ebook by breaking
the book down into chapters for a serial course, into
special reports available on your website, or into
audio or visual tapes. Ebooks can be broken down into
several different promotional materials by excepting
some of the articles and using them to promote your
product. You can include a catalog in your ebook to
promote all the products or services you sell. You can
include a thank-you note for reading your book and an
invitation to download a trial version of your
product. Or you can include a form for your audience
to contact you for further information or with
questions, thereby building your business
relationships and your mailing list.

Using ebooks in this manner helps to cut the cost of
individually producing separate promotional materials.
You can use a single ebook to entice new prospects and
to sell new products to your current customers.

No other medium has this kind of flexibility and
ability for expansion. Think of your ebook like a
spider spinning a beautiful and intricate web. Now go
and create that web, and see how many customers and
prospects you can catch!


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What is an eBook compiler?

You've written and revised your ebook, hired an artist
who has produced outstanding graphics, and now you're
ready to actually put together your ebook. What you
need to make an ebook is software called an ebook
Compiler.

There are many different compilers to chose from, but
first, you need to know exactly what an ebook Compiler
does. Here is the simple explanation:

An ebook compiler is a software program that converts
either text pages or HTML text into a single
executable file or an ebook.

If you or someone you hired has created a file with
graphics in HTML, you will need an HTML ebook
Compiler. This type of compiler requires a working
knowledge of the HTML tag language. You can also use
software to do this for you, such as Microsoft
FrontPage or Macromedia Dreamweaver.

How do you choose an eBook Compiler?

There are a large number of ebook Compilers available
on the market, all with glowing sales copy and tekkie
language. It can get very confusing and overwhelming
very fast without some simple guidelines to help you
figure out which compiler is right for you.

Choosing an ebook Compiler depends on a number of
factors:

1. How did you create your pages? Did you use HTML or
PDF format? There are many more compilers available
for HTML, but you can find some very good compilers
that will covert your PDF files into an ebook.

2. Consider how easy the program is to use and the
thoroughness of the software's instruction manual. It
is absolutely necessary that the compiler you buy have
an instructional manual, documentation, or online
"wizards." If it doesn't, your chances of figuring out
how to correctly use the program are compromised, and
the time required doing so is going to be significant.
Many manufacturers of compilers offer a free trial
version so you can play around with it and see if it
suits your needs. Download the trial version and
ascertain that it actually does what it claims to do.

3. Security features. If you plan to sell your ebook,
check out the security features of the compiler
software carefully. Security features should include:
prevention of the reader from modifying text, access
only to the pages you assign or by entering a
password, different ways of generating passwords such
as secure passwords, user-friendly, and open
passwords.

4. Supported scripting. Find out what scripts the
software supports. Scripting allows you to create
special effects, customize menus, and create and
modify other user interactivity. Choose a compiler
that permits you to include graphics, search windows,
hyperlinks, forms, surveys, etc.

5. Pricing. This is a factor that is not always easy
to gauge. The highest priced compilers are not
automatically your best choice. Choose your compiler
based on the necessary requirements for your Ebook.
That means you need to know exactly how you plan to
use your Ebook and what functions you require.

Let's look at some of these factors in more detail.
First of all, make sure you have the correct browser
to run the compiler. The majority of HTML compilers
use Microsoft Internet Explorer or Netscape. Check out
the version that the compiler supports. Compilers that
require a browser will not run on a computer that does
not have the required browser installed. However,
there are ebook HTML compilers that don't require you
to have any browser installed on your computer. These
compilers run on any Windows system.

If you choose a compiler that requires a browser,
check to ascertain that the browser is installed
correctly and that it is properly configured to the
specifications of the compiler. Check to see if
certain functions are turned off or on, and make any
adjustments according to the compiler instructions.

Security is an essential element of any compiler,
regardless of whether you plan to sell or give away
your ebook. One of the main reasons for using a
compiler is to prevent the reader from modifying the
contents. A secure compiler allows access only to the
pages you want the user to access unless they enter a
correct password.

To find out how secure an ebook HTML compiler is, open
an ebook on it. While it is open, check the temporary
directory of your computer. This can usually be
accessed by typing in C:\Windows\temp. If you see a
bunch of files when your ebook is open or running, it
means that your computer is decompressing the secure
data from your ebook before showing the ebook to the
viewer. This method is not secure! It means that
anyone with the knowledge of how to access these
temporary files can steal the secure data and then
they can fiddle with your ebook to their evil heart's
desire. Remember, one of the main purposes of buying
and using an HTML compiler is to protect your
property.

Next, let's discuss passwords. When trying to choose
an ebook Compiler, check out the type of passwords
that the compiler supports. Almost all compilers offer
some kind of password protection that insures that the
user can only access the contents they have purchased
from you. However, the best compilers offer varied
ways to generate different types of passwords. Choose
a compiler that gives you the options of secure,
user-friendly, and open password generation.

Another important factor when it comes to passwords is
how the compiler generates them. A compiler that has
internal password protection generation built into the
software is more secure than compilers that link to
live Internet password control systems.

Find out if the compiler generates passwords online.
If it has this option, it allows you to choose any
payment processing system you want or to do the
payment processing yourself.

Next, look into the size of ebook the compiler
supports. The best compilers can create ebooks up to 2
GB in size without decompressing the HTML pages or
images to your hard disk. Usually, ebooks that are 2
GB in size can easily support 6 GB of compressed data.
The catch here is that only text files will generally
be compressible.

You do not want a compiler that decompresses this
amount of data when the user attempts to open your
ebook. This would mean that anyone who purchases your
ebook will have to wait for all the data to decompress
before they can access your ebook right after
downloading it. So look for compilers that only
decompress temporarily files that are NOT HTML to the
local hardisk. Non-HTML files include Flash, Word, and
Acrobat files. This type of compiler is more secure
and certainly faster.

Make sure the compiler you choose is compatible with
your system software. Check out what version of
Windows it requires, and make sure you have that
version before buying your compiler.

Support issues are extremely important. Choose a
compiler that includes an installation program. This
program allows your user to choose a number of
different places on their computer to install the
ebook, to place a shortcut on their desktop, and to
add the ebook, if they choose, to the Start Programs
menu.

You also want excellent and accessible vendor support.
Make sure you can access quick technical support! At
three o'clock in the morning, this factor will be VERY
important. Also, check to see the terms of free
technical support offered. Unlimited technical support
is obviously the best option.

Check to see if the company that puts out the compiler
software offers a service level agreement. This
agreement is to assure you of their quality response
to your questions or problems.

A good thing to consider is how long the compiler has
been on the market. Usually, the version number will
give you an idea. The longer the program is on the
market, the higher the version number, the more bugs
have been worked out.

When choosing an ebook compiler, do not be swayed by
incredible promises and dazzling sales copy. Do your
homework first, and then consider all the above issues
and factors before choosing an ebook compiler.



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Joint Ventures

JV Mailings – For certain product or service offerings, direct mail can be prohibitively expensive. That’s why card decks and Value-Paks are so popular. But aside from those types of mailings, you can always partner with a non-competitor (or two or three) that offer a complementary or similar product/service with the same target market as yours. By splitting the cost of the mailing, you still get your message out, but at a much-reduced cost.

JV Inserts/Flyers/Circulars – Similar to JV mailings, you could arrange to have your flyer, insert, or circular inserted into another publication already being mailed. This “hitching a ride” approach works best when your audience is targeted, although newspaper inserts are popular with local bricks and mortar businesses. The JV part comes into play when you pay so much per lead or a percentage of all sales resulting from the arrangement. Depending on your price structure, you can pay a percentage of the first sale only, or a tiered approach where a smaller percentage is paid for all first year purchases, a percentage of the back-end purchase, etc. You need to determine what types of deals bring in the biggest profits for you, while still providing a valuable incentive for your JV partners. And that really goes for any type of deal.

JV a Mini-Seminar or Teleseminar – Using the lawyer/accountant example again, the two could get together and hold a seminar for new business owners, offering a package deal for both of their services.

Sell Your JV – When you have an income stream from a JV deal you have worked out, you can always sell the rights to that deal to someone else. Just like a money-making website that you can sell, JVs that have a positive cash flow are assets in their own right.



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Joint Ventures

Leverage Buyers and Sellers – A business broker sent a letter to 30,000 CPA firms saying “We’ve got buyers ready to pay all cash to buy your practice whether you stay or not.” 500 people responded, so he took those 500 people out and mailed the other 29,500 firms saying “We’ve got 500 hundred firms right now that are big money makers ready to be sold. Owners will stay or not. Terms or cash is your choice.” Then it was a simple matter to match the buyers to the sellers, resulting in a million dollars worth of commissions. This is a very powerful technique that can be used in a variety of different ways.

Match Front-End/Back-End Products – If you sell a high-ticket back-end product, you can seek out people who don’t yet have a back-end product and JV yours via an affiliate program. Likewise, if you don’t have a high-ticket back-end product, the reverse is also true. There are plenty of expensive product and service sellers out there to partner with.

You can also broker deals between businesses selling front-end books and tapes and businesses selling back-end expensive seminars, for example.

JV a Sales Force – There are plenty of professional sales people that sell a variety of different products on a commission basis. It’s a snap to put an ad in the paper to get these folks to sell your products and services.

The Neon Sign Approach – I call this the “Neon Sign Approach” because Jay Abraham talked about a particular JV deal with a neon sign maker. He would have high school and college students drive around at night and look for neon signs that were not lit or only partially lit. Then he would pay them per “find,” and report those locations to the neon sign maker. Voila! Instant leads.

A variation on this approach could be done with motor vehicles. There are numerous services to get the names and addresses from a motor vehicle registration plate. Those same high school and college students can be on the lookout for broken taillights, body damage, cracked windshields and the like. When they find one, they write down the license plate information and give it to you. You can then supply the leads to auto repair shops, body shops, windshield replacement shops.

What if you owned a furniture store? You could JV with door-to-door salespeople and have them on the lookout for badly worn furniture. They’re already going to be in their prospect’s living room, right?

How about the furnace maintenance person who keeps an eye out for water damage in the basement? If you offered basement-sealing services, wouldn’t you want as many furnace maintenance folks as possible getting you leads?



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Joint Ventures

Sell an Idea – A lawyer knew how to make a million dollars in a year with one person and three associates. Since many attorneys don’t make that much, he codified his knowledge and had someone sell it. A realtor had a list three times better than anyone else, so she trained other realtors for a fee. A lumber mill knew how to kiln dry wood and get greater quality wood in less time with half the energy cost, saving him millions of dollars. He taught his techniques to other lumber mills. If there’s something remarkable about your business, or something you know how to do better than 99% of everyone else, you have an opportunity to license or teach your skills to others.

JV With Your Suppliers – Your suppliers generally want you to be more successful, since it means more sales for them. They may fund sales people, mailings, extra staff, etc. You’ll never know unless you ask them.

Seek Out Other Business That Cater to Your Market – I used the lawyer and accountant example above. A realtor may JV with moving companies, custom framers, carpet cleaners, pest control services, lawn care companies, painters, electricians, plumbers, the list goes on. Just be sure to JV with those businesses who have products and/or services your customers may need (i.e. a realtor JVing with a video game company doesn’t make much sense).

Make a list of businesses who want and need a constant flow of leads: lawyers, doctors, dentists, realtors, home remodeling services, carpet cleaners, pest control services, etc. Broker deals between them where there is a fit to generate leads.



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Joint Ventures

Joint ventures (JVs) are one of the best ways to lure new leads and customers. By partnering with other businesses whose customers are part of your market, you have an additional profit center of incremental income. For example, an attorney can refer his clients to an accountant, and the accountant in turn refers clients to the attorney. It’s a win/win situation, because many times a new business will need both an attorney and an accountant. Depending on which one they approach first (the lawyer or accountant), they’ll be referred to the other.

JVs can go much further than this simple arrangement, however. They can be very complex, and there can be 3-way deals going on. In fact, JV brokers make their money by taking a slice of the profits between two or more different businesses, where he has brokered the deal and set up everything between them.

The key to making these deals work is to make sure that you let a prospective JV partner know from the start that:

v You’ve discovered an additional profit center for them that they are probably unaware of (offer projected profits, if possible).
v The additional profit center will not detract in any way from their current income stream.
v The additional profit center will not incur any additional costs or labor on their part to implement.
v The additional profit center will not incur any risk whatsoever on their part.
v You will perform all of the leg work to set it up.
v They can stop at any time for any reason.

There are so many potential JVs that are possible that there’s no way to cover every conceivable one here. So instead I will give some examples. Some of them may be applicable to your business. Some may not. And, like the accountant and lawyer example I gave above, it’s not feasible for me to cover every type of business. Therefore, you should look at each example and see how it may apply to your business. These examples are designed to get you thinking creatively. By no means is this an exhaustive list. It’s designed to put you in the right mindset, where you will look at your business and others around you and see possibilities that you never noticed before.

A great course on JVs is the JV Mastery Course, by Jay Abraham and Marc Goldman. It may be out of print now, but if you can get a hold of it, I highly recommend it. If you have it, you may recognize some of these examples from the course (no need to reinvent the wheel here). Others are variations and some examples that I have personally done.

One Tip: If you try to set up a JV with a business, and they already have a deal in place with someone else, you can take that information to their competitor and say “Your biggest competitor is already doing this.” And if your partner ever decides to stop the JV deal, you can go to their competitors and say the same thing (Hint: if you let them know you are going to do that, they may reconsider). Never feel that you have to partner with one specific business exclusively. Ideally you should have JV deals going on all over the place.



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Free Advertising With Publicity

Publicity is a great way to reach a lot of people with a limited budget. The key is to have a message that is newsworthy, which obviously changes all the time. Years ago it was enough to launch a new website. Nowadays that’s too common. As I’m writing this, there’s a 12-year old girl making news because of an experiment she conducted for her school’s science fair: she had fast-food ice samples tested for bacteria and compared those test results with samples of toilet water from those same fast-food restaurants (about 30% of the ice samples had more bacteria in it than the toilet water).

Besides ordering your next soft drinks sans ice, this illustrates something profoundly important: news sells. You need something fresh. Something the public would want to know about.

So, that being said, let’s explore some ways to get your free publicity.

Write a Regular Column – Whether in a newspaper, magazine, ezine, or offline newsletter, a regular column is a great way to establish you as an expert in your field. You can also send reprints to your clients and prospects to add proof to your sales letters and promotional materials.

Write an Article – Articles can be anything from a short essay on a topic to a feature article in a magazine, newspaper, ezine, newsletter, you name it. Again, article reprints help the selling job in adding proof to your persuasion.

Align With a Charity or Other Non-profit Organization – This is a great way to get free publicity. Let’s say you’ve created a course on starting a mail-order business on a shoestring budget. You can hold a free seminar with local low-income families and youths, give a presentation, and then give them all free copies of the course. Be sure to issue press releases with your local newspaper, radio and television stations, and community publications. Stories like these make great humanitarian interest pieces for these media outlets. Who knows? You could be the next guest on Oprah or the Today Show!

Issue a Press Release – An oldie, but goodie. The trick is to make sure your press release is a newsworthy event. For example, starting a new newsletter is not necessarily a newsworthy event (but it might in certain niche markets for smaller publications). Issuing a press release about a large donation you are giving, complete with relevant background story might be newsworthy. It all depends on your target audience and the publication(s). Editors pick up press releases if they think there is news for their readers. They do not care about you or your company. Your press release must be framed that way. “What’s in it for me” is very relevant here.

Create a Newsworthy Event – Here’s an idea that a local stereo and electronics store did that would qualify for a newsworthy press release:

v They arranged a “superstition obstacle course” on Friday the 13th in their parking lot, complete with ladders to walk under, a roaming black cat, mirrors to break, umbrellas to open indoors, etc.
v They called all the local radio stations and invited their morning personalities to come down and take the obstacle course challenge.
v One radio station took them up on their offer, and broadcast live from the event.
v The result was that tons of people came down to their store to watch and take part. And of course pick up some gear or supplies while they were there. And that, of course, not only provided a boost in sales for that day, it brought in new customers and generated lots of “word of mouth” advertising for them.

Any business can do something like this; I don’t care if you’re a conservative lawyer or accountant. The key is to find a theme and run with it. There’s no reason why a jeweler or restaurant couldn’t do something like that for Valentine’s Day. Or a local Irish pub could do for St. Patrick’s Day. Or any retail outlet for Christmas. The list goes on and on.

Attend Special Events – Watch your local news and constantly be on the lookout for events in your area where you can increase your visibility. As always, the best lead generation methods are those that introduce your products and services by way of something free (in exchange for their contact information, of course).

Take Time to Get to Know Your Local Editors and Publishers – It’s a lot easier to pitch a press release or idea if you already know someone on the inside. Years ago I was in the middle of writing a book, and I started shopping for an agent, figuring it was easier to go that route than to approach the publishers directly. My wife managed insurance policies at the time for a Fortune 500 company, and one of her clients was the publishing firm Simon & Schuster. One day she happened to be talking to a prominent editor, and she mentioned my book. The editor told her to have me send it to his VP, at his request. Just like that I was no longer an unsolicited submitter. It was (and to my knowledge still is) Simon & Schuster’s policy to not accept unsolicited manuscripts. That contact alone allowed me to bypass that barrier.

Write a Book – With Print on Demand (POD) publishers, nowadays it’s easy and cheap to type up and edit a book in your favorite word processor, upload it to a POD’s server, and have the book available for shipping within weeks or less. Books are also a great way to position yourself as the expert. There’s something almost magical that takes place when you send your clients an autographed copy of your latest book. In their eyes, you instantly gain credibility. Your status becomes elevated. They are more likely to want to do business with you.

There’s little doubt that successful people want to surround themselves with other successful people. And a book shows them that you are successful. It gives you prestige. You are now an author. It’s far easier to dismiss your self-claims in a salesletter than it is from a book. The fact that anyone can have a book printed is irrelevant (at least for now).

If you don’t have the time or patience to write a book, you have several options:

v You can dictate the book and have it transcribed (elance.com and guru.com are good places to get a transcript done for you, but there are many other places online and offline to have them done as well).

v You can have someone ghostwrite the book for you. Be sure to check out their previous work, though!

v You can hold a teleseminar by yourself or with other experts and have it transcribed and edited into a book.

v You can get together with other experts in your field and each contribute a chapter or two for a book.

v You can interview other experts and compile it into a book.

v You can take books that are in the public domain, update it for today, and release it as a book (you may want to consider legal resources to make sure your choice is actually in the public domain…it’s not always straightforward).

As you can see, it’s fairly easy to have a book done in very little time and at very little cost. Just be sure the subject and material is relevant and fills a need. Ideally a book can also be used as a selling device for a back-end item or as a lead generation device.

Blogs, Podcasts, etc. – Yes, this is supposed to be about offline marketing methods, but in today’s information age, I would be amiss if I didn’t mention them.




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7 Diet Secrets of the Stars

Celebrities always look fabulous. Whether appearing in television or films or strutting down the red carpet during movie premiers and awards, they never cease to fascinate us with their larger than life presence. The truth is, it takes a lot of effort to look the way they do, and being the public figures that they are, they cannot afford to slack off when it comes to taking care of their physical appearances. Their livelihood largely depends on how they look. Aside from the clothes, the hair and the makeup, celebrities have to take good care of their bodies.

So it is no surprise that these stars have their own secrets when it comes to staying fit and gorgeous. Their health agenda can range from extreme workouts to well-planned meals. Who doesn't want to know their secrets in staying absolutely sexy? Here are some of the diet secrets of seven women celebrities.

1. Jennifer Aniston
The star of the phenomenal television show Friends not only mesmerized audiences with her adorable comic sense and her famous hairstyle, she was also known for having one of the sexiest bodies in Hollywood, as she appeared in countless magazine covers. To stay trim, Jennifer follows the 40:30:30 diet method. The diet consists of:

40% Low glycemic carbohydrates
-Foods such as beans, fruits and vegetables, legumes

30% lean proteins
-Tofu, fish, chicken, turkey, beef and low fat dairy products

30% essential fats
-nuts and seeds, fish and olive oils

It is essential that every meal should contain macronutrients to attain the balance of hormones and maximum weight loss.

2. Kate Hudson
The gorgeous daughter of actress Goldie Hawn gained 60 pounds during her pregnancy, which she needed to shed quickly before commencing on her next film. From her previous eating plan, she switched to a higher protein diet. She consumed high protein meals in smaller portions, and she combined this diet with an exercise program that includes weight training and cardiovascular workouts. After getting a lot of flak because of her post-pregnancy figure, Kate removed all that baby weight in only four months and has gained abdominal muscles that gained the envy of many in Hollywood.

3. Oprah Winfrey
As one of the most successful talk-show hosts in the world, there is no question that Oprah needs to maintain her physical appearance for her millions of audiences. Known as one of those celebrities who are constantly battling weight gain, she has recently toned up her figure and has never looked figure in age 50 by combining a regular exercise regime and diet plan. Oprah works out five days a week, spending 30 minutes on the threadmill and doing free weights. Her eating plan consists of legumes, fish, nuts, fruits and vegetables, chicken and dairy products that are lowfat. She limits her consumption of white sugar and flour. Oprah also credits her trim figure to her habit of not eating anything after seven in the evening.

4. Gwyneth Paltrow
A lot of people may find it hard to believe that the perpetually slim Academy award-winning actress actually needs to diet. Gwyneth actually follows a healthy eating plan that resembles Oprah's, avoiding sugar and white flour. She usually follows a macrobiotic diet, eating foods like vegetables, brown rice, and lean meat. She also eliminated dairy from her diet, and does yoga everyday.

5. Madonna
The pop star known as the Material Girl has always flaunted a body that is to die for, and has become a true fitness paragon over the years. She keeps herself in tip-top shape by having Ashtanga Yoga, and follows a strict diet that mostly shuns junk foods. She adopted a macrobiotic eating plan that includes organic foods rich in lean protein.

6. Claudia Schiffer
The bodacious German supermodel eats salad and steamed vegetables for dinner and eats only fruits before the afternoon. While on locations, she prefers to eat black grapes and drinks tomato juice and herbal tea.

7. Christie Brinkley
Long-time supermodel maintains her all-American good looks by being a vegetarian. She does not keep junk foods of any kind inside her home to make sure that she does not eat them when cravings occur. She snacks on sweet potatoes in place of candy bars, and she adopts a liquid juice diet when she needs to slim down fast.

Celebrities are just like ordinary people. They need to maintain their figures just like anyone else, and there is more pressure on their part since they are constantly in the public eye. Ordinary folks can have celebrity-like bodies, too, and by following these diet and fitness plans, they can also look like red-carpet worthy.



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What is advertising?

What is advertising?

Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition?

It’s none of the above.

Advertising is salesmanship multiplied.

Nothing more.

And advertising copy, or copywriting, is salesmanship in print.

The purpose of a copywriter’s job is to sell. Period.

The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio.

As Claude Hopkins wrote in his timeless classic, Scientific Advertising:

“To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman's standards.

“Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

“It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.

“The difference is only in degree. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. It involves a corresponding cost. Some people spend $10 per word on an average advertisement. Therefore every ad should be a super-salesman.

“A salesman's mistake may cost little. An advertiser’s mistake may cost a thousand times that much. Be more cautious, more exacting, therefore. A mediocre salesman may affect a small part of your trade. Mediocre advertising affects all of your trade.”

These points are as true today as they were when they were written nearly one hundred years ago!

So the goal then becomes: how can we make our advertising as effective as possible.

The answer is to test. Test again. And then test some more.

If ad “A” receives a two percent response rate, and ad “B” receives three percent, then we can deduce that ad “B” will continue to outperform ad “A” on a larger scale.

Testing takes time, however, and can be expensive if not kept in check. Therefore, it’s ideal to start with some proven tested known ideas and work from there.

For example, if testing has shown for decades or more that targeted advertising significantly outperforms untargeted advertising (and it does), then we can start with that assumption and go from there.

If we know based on test results that crafting an ad that speaks directly to an individual performs better than addressing the masses (again, it does), then it makes little sense to start testing with the assumption that it does not. This is common sense.

So it stands to reason that knowing some basic rules or techniques about writing effective copy is in order. Test results will always trump everything, but it’s better to have a starting point before you test.

So this starting point is the essence of this book.

The ten tips expressed here have been generally time-tested and known to be effective.

But I can’t emphasize enough that when using these techniques, you should always test them before rolling out a large (and expensive) campaign.

Sometimes a little tweak here or there is all that is needed to increase response rates dramatically.




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