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Make Your Content PREsell! Guarantee your work. There is nothing more powerful than a simple statement or stamp that says All Work Guaranteed. And of course, you must live up to your promise. Provide verifiable testimonials that include the full names of the people giving their endorsement, the cities/location where they live and their e-mail addresses. An effective testimonial outlines a specific benefit, something that is relevant to your target group. It is believable — you can clean up gross typos/spelling mistakes but don t turn a testimonial into a polished piece. It is proof that someone else has used your service and you more than lived up to her expectations. Be super accessible. Place your contact information (toll-free phone number, e- mail address, fax number, mailing address — whichever way you want people to contact you) in highly visible locations. Some examples… on your site, place contact info at the bottom of every content page and if you like, build a special bio page as well (i.e., some interesting background details about you, including a photo or two). Include a link to your e-mail address in your newsletter. Add your phone number and e-mail address to your sig file. Easy and fast should be the operative words for how people can reach you. 5) Make all traffic count… Have a Second Income Stream. Some visitors who land on your site may be overly cautious, or they may be just doing some preliminary research, or they may be a little short on funds at this time, or… etc., etc. There are many legitimate reasons why not all visitors follow-through and contact you about your service. Use this traffic to your advantage by PREselling related products (or non-competing services) for merchants you represent through their affiliate programs. Action Step Research and join affiliate programs of merchants who offer quality products that are related to your service and fair commissions. For example, let s say that you are a dog trainer. A visitor who has a 3-month old puppy arrives on your site. She is just shopping around and wants to have identified the perfect trainer by the time her puppy is 5 months old. She doesn t need your service now but she is very interested in the puppy books and grooming products that you are recommending. She clicks through to your merchants sites and buys! That s two commissions for you which equals additional income. 6) Continue doing what is profitable. Stop what is not. Action Step The beauty of the Net is that everything you do is completely trackable, totally measurable. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 66
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Make Your Content PREsell! minutes or it s free. The message is simple, clear and hot. Weave your USP into the fabric of your business. Know the value of lifetime customers –An effective way to budget marketing funds and to get the highest Return on Investment is by calculating the lifetime value of a client. This will reveal how much you can afford to spend on the acquisition of new clients. Depending on the nature of your business, a repeat client can bring you thousands of dollars of income during the span of your service relationship. Use the following formula to find your answer (if you are just starting your service business, guesstimate the two variables)…. The average fee of your service X how many times a client uses you = lifetime value of a client Knowing this critical number allows to grow your profits as quickly as possible without overspending your marketing budget. Use it to measure and track each marketing tactic and shift marketing dollars to the high performers, thus saving money. Match marketing strategies to your target group and your business. Remember our earlier example about the two tax accountants, one local and one global in nature? The local beancounter should place ads (which includes his Web site s URL) on local community bulletin boards, in the local newspaper, etc. — great locations for the general tax accountant to market his services. The other more specialized accountant would be better served placing his ads (with URL) in well-known financial investment e-zines or magazines that have a broad circulation base, and through Pay-Per-Click Search Engines. However, they could share some common techniques, too. (Traffic-building strategies are covered later in this Guide). Both accountants will also profit from offering a free opt-in newsletter off their Web sites. A good benefit-focused newsletter/e-zine builds a familiar and credible relationship with subscribers. As I said earlier, a Service Seller s hire cycle (introduction –> trust foundation –> contact –> contract) is generally longer than a Netrepreneur who is selling his own product. And the Conversion Rate (the % of visitors who become clients) will be lower than if you were just selling a $20 book. But remember, the Return on Investment is much higher when you consider the value of a lifetime client. So you can afford to budget more for marketing costs. PREsell! Don t sell. Use great, and related, content that is of value to your visitor/potential client on your site, in your newsletters, and in your ads. It is the most effective way to build likability, trust and an open-to-hire attitude in your visitors mindsets. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 65
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Make Your Content PREsell! Make lists, but stick to The 6 Most Important Things. Plan how long each task will take. Assign time slots for accomplishing each task. Focus on the difficult/important projects first. Throw stuff away that clutters your computer/office. I ve further reduced this to my 4 D s, which appear on a yellow stickie on my computer. Every call on my time must be handled by one of the four D s… DO DUMP DELEGATE DELAY B) Manage your business and money effectively. Focus on your bottom line, manage your cash flow and collect payments that are due. If you lack these skills, get training through books or business courses. Or purchase inexpensive accounting software programs such as Quick Books… (http://www.quickbooks.com/) … to keep track of your records. C) Market the smart way. Get the right message to the right people via the right media and tactics so they will respond and hire you for the contract, with the highest ROIs (Return on Investment) possible. Build your own Theme-Based Content Site… This is the highest ROI technique for any Service Seller, yet most don t dream of doing it. This course will put you five steps ahead of your competition. A Theme-Based Content Site is one that is loaded with high info-value Keyword-Focused Content Pages which rank well with the Search Engines. These optimized pages will pull in more targeted traffic and get more prospects to contact you about your service and hire you for the job (i.e., increase your Conversion Rate). Your PROFITS grow exponentially when you concentrate on maximizing BOTH traffic and Conversion Rates. Develop a powerful Unique Selling Proposition (USP). Create an eye- catching short statement that sums up in a few words what sets you apart from the competition. For example, Mike s Pizza restaurant has this USP… Delivery in 30 (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 64
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Make Your Content PREsell! demand with few suppliers (i.e., your competition). Try to adapt or change your present service to meet that goal as closely as feasible. 2) Be passionate about what you do. LOVE what you are doing. Your enthusiasm and determination will be reflected in your business at all levels of operation. It won t feel like you are working! 3) Offer superior quality service to your clients. Action Step Provide outstanding service every time. WOW your customer with your fast turnaround, or low pricing, or free trial, or unexpected extras, or generous guarantee, etc. Quality and high satisfaction guarantee repeat clients. And, in turn, these enthusiastic clients generate word-of-mouth referrals… the most targeted and least expensive way to develop leads, produce contracts and increase profits. It is as simple as that. 4) Make every moment and dollar count! Identify and focus on attaining your Most Wanted Response (MWR) (i.e., what you most want your visitor to do). So that after visiting your site, or subscribing to your newsletter, or reading an ad, you most want your visitor to CONTACT you. Everything you do must in some way help to attain that MWR. Strive to get the best possible traffic-building and lead-converting results for every dollar… and for every hour you spend on your business. Time is money. So don t count your hours as zero cost simply because it does not cost you out of pocket. Assign your time a dollar value as well. However, maximizing PROFITS does not imply that you must only minimize EXPENSES. After all, if you spend no money or time on a business… you have no business! Action Steps A) Fine tune your time-management skills. Whether your service business is a small home-based operation with a work force of 1 (you!) or a company with 5-10 employees, you are constantly in multi-tasking mode. Follow these simple but effective guidelines… Touch it once and move to the next step. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 63
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Make Your Content PREsell! For an example, a general tax accountant may only attract traffic from his local area. The majority of his clients like the peace of mind afforded by being able to drop off important documents to the office or being able to discuss delicate financial matters face-to-face. Contrast this with an international tax accountant who specializes in tax sheltered investments for the wealthy. His clients could come from anywhere in the world and communication could all be done by e-mail, fax, or courier. Action Steps A) Create a thumbnail sketch of… i) Your service — Write down in point form exactly WHAT, HOW, WHEn, and WHERE you offer (or plan to) your service. Note your range of flexibility — how and where you can adapt your service to particular needs. Describe your strengths (i.e., the reasons why you are better than the competition) and pinpoint your weaknesses (i.e., what you are planning to improve). Give your outline to a family member or a friend (who knows your business) to see if you have forgotten anything and/or to check that the presentation is as objective as possible. ii) Your client — Develop a profile of your ideal client… Baby boomer? Senior citizen? Teens? Family? Single? Partners? Money concerns? Stressed for time? Trend-setter? Conservative? Do-it-yourselfers? City-dweller? Rural home-owner? Neighborhood? Region? Nation? Continent? Make your sketch as comprehensive as you can. If your service has more than one kind of client, do a profile for each major type. As well, ask yourself who should not be your prospect — this technique is helpful to keep you focused on your ideal client. B) Now combine the two thumbnail sketches (you, and your client). This is your service business! Use this detailed snapshot when developing content for your Web site. It will help you keep focused on your target group and their needs which is critical for achieving a high Conversion Rate. This snapshot will also help you narrow your niche, if needed. Use it to discover more profitable angles to your service. The ideal is to offer a service that is relatively high in (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 62
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Make Your Content PREsell! 3) Local visitors come to recognize Mr. Smith as more than some guy with a concrete repair service. Thanks to the bio ( About Us ) page, they learn he s a dedicated father, an active member of the community, and a little league coach, as well as being the owner of a company. 4) Global (and local) visitors produce a secondary income stream. Mr. Smith can refer these surfers to merchant partners (and their products) that he represents (i.e., books about landscape design, a retailer of concrete statues, a garden supplier for concrete molds, trowels, etc., etc.,). See what s happening here? Not only is Mr. Smith PREselling Smith s Concrete Repair Service in the best possible fashion, he is generating another profitable income stream! I d love to have just a little bit of your attention on a site like this… perhaps a button link Powered by SiteSell.com or maybe one page about How You Built This Site. If you can figure out a way to make it fit… … I d be proud to have a partner like you to spread the word about Site Build It!. The 5 Pillar Program provides many unique and powerful tools to help affiliates spread the word and PREsell Site Build It!. Please click here for more information on the 5 Pillar Program. This next section is for Service Sellers in particular. If that s not you, please feel free to leap forward. 3.6. Business Basics for Service Sellers This is a big-picture overview of your yellow brick road to success. Keep it in mind as you follow through the traffic-building, income-generating SBI! process… Step 1) Identify a great niche service and its target group. In order to generate income, enough people must NEED and/or VALUE your service and feel strongly that they will personally profit from the way you deliver it versus your competitors approach. You also need to know whether your marketing efforts should be focused locally or globally (depending upon the narrowness… or broadness… and/or nature of your niche). (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 61
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Make Your Content PREsell! The main point, though, is that you create truly excellent, high-value content that delivers what your reader sought at the Search Engines. And you also weave relevant, in-context text links right into the content, as appropriate. Links to… Books about the topic (ex., concrete statues if that s what the page was about) A garden supplier for concrete molds, trowels, etc. Naturally, a concrete supplier! And so forth. See what s happening? By writing about a niche that you know and love, the content is easy. (Naturally, I ll show you how to also write it to score well for the Search Engines.) By providing great content, you PREsell your reader, increasing your click through (traffic to your merchants) and your Conversion Rate (sales). And by diversifying your affiliate programs among several related and excellent merchants, you develop multiple streams of income from one site. This is the way to go! Let s reconsider this example for a moment, but from a Service Seller s perspective. John A. Smith is a passionate lover of all things concrete, and owner of Smith s Concrete Repair Service. Mr. Smith s company repairs foundations, retaining walls, driveways, statues, swimming pools — heck, if it s concrete and it s busted, he ll fix it! The first thing of note is this… Smith s Concrete Repair Service is a locally-based service, yet Mr. Smith shows great vision by building a Web site that appeals to both local and global interests. How?… 1) His well-written concrete-related articles provide a valuable information resource for both local and global visitors, as well as providing the foundation for a tightly themed Web site — to which the SEs just LOVE sending traffic! And who can argue with more traffic? 2) Local visitors (who are not currently clients) come to trust Mr. Smith as he demonstrates over and over again through his articles, and his e-zine, two very appealing attributes — his unwavering commitment to the GIVE-Then -TAKE philosophy and the breadth of his knowledge pertaining to all things concrete. Before long, he becomes established in their minds as The Concrete Authority. When these local prospects need a concrete repairman, guess who they re going to call? (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 60
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Make Your Content PREsell! Because you do know stuff other people don t… things people would pay to know. You might have learned it on the job or through your hobby. There s a good chance that you don t even realize what you know. It s often right under your nose. But, as you will see, everyone is an expert about something. For now, let s assume that you have a rather unusual area of expertise. Here s a real concrete, non-Web-marketing, example that will succeed… It s all about creating a Theme-Based Content Site that is loaded with Keyword- Focused Content-Rich Pages. Your theme?… You love concrete… … Yes, cement! It s been your hobby, your passion, for years… Concrete statues. Concrete painting. Decorative concrete. Concrete in the garden. Repairing concrete. The various types of concrete. Hand trowels. Things to do with cement blocks. Concrete trade shows. Concrete and swimming pools. Concrete molds. Cleaning concrete. Ready mixed concrete. Concrete countertops. For this example, I had to brainstorm topics for concrete. But I know nothing about it. I chose it because concrete was the first thing to enter my head for this example. Still, I could develop topics about concrete forever. And soon, I ll work with you so you can, too… more about brainstorming and developing high-profitability Site Concepts and topics during DAYS 2 and 3. Anyway, let s say that you decide to create a theme-based site that is all about concrete. Your home page explains how your site is THE site for everything concrete, from structural to esthetic. You also create high-value content-jammed Keyword-Focused Content Pages. For example, your page about concrete statues explains all about how to make… … and how to repair striking statues for the home and garden. You could even expand it into an entire Statue Section, with a page on the history of concrete statues and another one about how to market and sell the statues that the visitor makes. (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 59
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Make Your Content PREsell! Why would I, a merchant, recommend that you not create yet another Web marketing site, and especially not one that is dedicated to selling our SiteSell.com products? It s because I know you ll waste your time. The 2-Step SELL-SELL does not work. Period. Sure, you ll get a few sales. But you won t make enough money to stay motivated to build your business. I d rather give you a far more powerful, successful approach and have a smaller piece of your larger, more successful, attention. Proof? Our most successful affiliates all give SiteSell.com only a piece of their attention. For example, take a look at the site of affiliate guru, Allan Gardyne… http://www.associateprograms.com/ You ll see that AssociatePrograms.com only devotes a small part of his site to SiteSell.com products. Yet we write checks for thousands of dollars to Mr. Gardyne every month. Give me more small pieces like that… … any time! By the way, Allan started his site about affiliate programs very early in the game. His was one of the very first sites out there to focus on affiliate programs. He d be the first to tell you that he would never start a site now with the same focus. But he has started a second and different one… http://www.PayPerClickSearchEngines.com/ Allan has spotted pay-per-click Search Engines as a trend that will grow. He s the first to build a site focused upon this concept. Watch this site grow as the trend does! Bottom line? If you want to create and build a site that is related to Net marketing, take your time and do your homework. Find a new concept, or a unique twist, or a trend that you think will become important, and be the first to do it. Do not be a me too. Where do you find a great concept for your site?… Inside YOU! (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 58
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Make Your Content PREsell! … I ll give you a real concrete example in just a moment. First, let s go back to the example just above. You love MYSS! 2002 and want to create a Net marketing site… Just a minute! Here s my first recommendation… Do not create another Web marketing site. There are zillions of them. There s only one exception to this rule… If you can develop a unique twist to presenting high-value Web marketing, something that no one else is doing and that you think offers high original value, then go for it. Even then, that site should not be dedicated to selling SiteSell.com s products. Here s an example. Create content about how to write truly persuasive sales copy on the Net, finish the article with text links to your Top 3 books about copywriting. According to the feedback we receive daily, Make Your Words Sell! is far ahead in the #1 position — much the same as Tiger Woods is for golf… http://myws.sitesell.com/ But also include a #2 and a #3 recommendation. First, that gives extra content value. Second, it adds extra credibility to the #1 choice (ahem!). And third, it gives you three possible links for your visitor to click upon (instead of just one!). And, on top of that, include your favorite book about writing offline copy, too. Naturally, it s an affiliate link to one of the online book stores!. It s a win-win-win situation where you, your visitors, and your merchants all win. Now… … puzzle me this… (button) (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (Order now > http://buildit.sitesell.com/) Order now > http://buildit.sitesell.com/ (button) 57
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