January 31, 2003
Your Guide To Making Your Own Personal Fortune Online
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Update from Jeff...
Welcome back everyone.
I'm one happy infoproduct entrepreneur this week.
Each week I get the benefit of hearing from customers and subscribers to this ezine with some really cool stories about how my product or newsletter has made a difference in their life.
This last week, I heard from Wayne Davies of: http://www.infoproductcreator.com/part/tax/
Wayne purchased The Ultimate Information Entrepreneur's Success Package a while back, and had this to say...
"I bought your eBook "The Ultimate Information Entrepreneur's Idea Guidebook" a few months ago. I'm writing to tell you a little bit about myself and how your ebook has helped me tremendously...
Wayne is a tax accountant in the US. I was BLOWN AWAY at how great this product was. He sent me $47 for my product and THEN saved me $1000s of dollars in taxes in his excellent You Save On Taxes Toolkit - pretty good deal huh!
I can't say enough about this - if you reside in the US, then you can't afford NOT to pick up a copy of Wayne's tax savings toolkit. Check it out here...
And WHATEVER YOU DO - Don't underestimate the value of your own knowledge. Wayne is going to do incredible things with his infoproduct. He's already among the top 10 affiliate products on Clickbank - I can see his smile a thousand miles away!
You can do it too. With a few weeks work, you could have your own hot selling infoproduct - the key is to understand the value of your knowledge. Everyone has value, we just need to discover what that is.
Do me one favor though - make sure whatever topic or subject you choose has high market appeal! That's Soooo important. If you need help, then do what Wayne did and use the benefit of over 10 years experience to help - http://www.infoproductcreator.com
Until next time...
Help me to HELP YOU.
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- Tell us about you
Come up with a couple of paragraphs and send them to us here: mailto:firstname.lastname@example.org with the subject "Subscriber Spotlight"
I'll do my best to publish your comments along with your contact information in an upcoming issue.
How To Write Captivating, Mesmerizing Web Pages
Copyright 2003 - Jeff Smith
Wouldn't it be incredible to be able to consistently convert 3-5% of your visitors into eager buyers?
You've no doubt heard the 1-2% goal that seems to be in every marketing book going. You may be shocked to know that you can definitely do better!
There are sites that regularly pull more - in the 3%-5% range, with spikes to 10-15% with well targeted traffic generation campaigns.
Isn't that more like it?
Many factors will lead to better conversion results for your webpage: product you sell, your competitive advantage, how well targeted your marketing is, your competition, and even how long your product has been on the market.
No doubt though, your sales letter will be the primary factor in converting visitors to your page into buyers who put money in your pocket.
So what's the secret to writing web copy that sells?
This is not an exhaustive list, but IS based on actual testing I've done over the last 12-months where my own web conversion for http://www.infoproductcreator.com has gone from a measly .5% to well over 3% with spikes in the 10-15% range.
Here's what I've found to make the biggest factors in making a ho-hum webpage into a super seller.
Copy Tip 1: Keep It Simple
Focus on one product or service at a time. Don't confuse your prospect. Be super clear on your key benefit right up front, then follow with additional benefits. Go for the jugular, you only have one shot, in most cases. Words sell better than pictures in most cases. Always be thinking - can I be more direct, succinct, to the point?
Copy Tip 2: Write A Killer Headline
It's the single most important part of your sales letter. If you have not spent at LEAST double the time on your headline than on the rest of the letter combined, shame on you! I spend on average 4X the effort on my headlines than on the rest of the sales letter.
Copy Tip 3: Write A Killer Sub-Headline
Same rules apply as writing your headline. You can reinforce the same benefit as is in your headline (my personal preference) or introduce another hot benefit.
Copy Tip 4: Journey Through Benefit Land
Make your copy take your customer by the hand and lead her through an ever more exciting treasure hunt - until BINGO, you arrive at your irresistible offer. Start with your most attractive benefit and continue to reinforce with credibility, then benefit and more credibility.
Copy Tip 5: Sell with Sub-headings
Have AT LEAST One Sub-Headline per viewable page. Web readers scan - 90% of your visitors will not read through your copy, but will scan your headline, then if you are lucky, will read your first paragraph and then scan your sub-heads. Your sub-heads should tell your story and intrigue your reader to read more or order.
Copy Tip 6: Trigger Key Emotions
Reinforce Emotions Your Customer is Already Feeling. Wait a minute - how do I know what my customer is feeling? Well you better know! You will never have truly killer copy until you understand your customers emotions about your subject area better than they themselves know. Once you have identified a few of their emotional buy triggers, then don't beat around the bush. Come right out and expose that emotion - build on it. Using phrases like "Imagine you have found..." or Wouldn't it be great to..." allows you to "remind" your visitor why they absolutely MUST have your product.
Copy Tip 7: Have an Irresistible Offer
Once again, live in your customer's shoes. You can triple or quadruple your sales by tweaking your offer to include more perceived value. Throwing tons of freebies at your customer is NOT perceived value. Including something unique, something personalized (Like a consultation with an expert), something that they will get again and again (updates) all increase the perceived value of your product.
While there is more to writing great copy than outlined here, these are the main building blocks.
Work on these areas first, as they will make the most impact on your bottom line.
If you want to learn more about mastering the art of copywriting, here's two resources I recommend highly!
Believe it! Words really do sell.
Please feel free to use this article in it's entirety in your online or offline publication - the only requirement is that you use the following resource box following your article: (Note, sign up for our affiliate program at: http://www.infoproductcreator.com/affiliateinfo.html and substitute your own affiliate link into the resource box):
Jeff Smith is an online marketing expert and author of the highly recommended Ultimate Information Entrepreneur's Success Package. Discover exactly how to quickly create one hot selling infoproduct after another. Building your own Infoproduct Empire is easy with the Success Package. See it here:
Joe Vitale - "How To Package Your Knowledge For Massive Profits "
Special Interview Excerpt
I love being able to share some of these incredible nuggets with you guys!
I have some of the best subscribers on the internet, you guys are terrific, loyal readers -- at least I can partially return the affection by letting you in on some PURE GOLDEN nuggets right from the mouths of hard-working infoproduct entrepreneur experts.
After many times trying, I was able to corner internet marketing SUPERSTAR Joe Vitale for 40 minutes and hit him with some of the toughest questions I've ever asked any business person.
Joe is an infoproduct creating machine - with 17 infoproducts to his credit, having sold over $1Million of his own products -- including one eCourse he charged over $25,000 to take -- he is truly someone who can help you fastrack your own infoproduct business.
Here's an excerpt that lets you in on Amazing tips about getting maximum value for your knowledge.
If you missed the last few powerful interview segments with Yanik Silver, Marc Goldman, and Willie Crawford then you can find them in our new online newsletter archive available at:
Now, for this week's interview excerpt!
Joe, could you give our listeners some background on how you started developing and selling infoproducts, a fascinating story in itself I'm sure.
Well that's a great question. I don't know exactly where to begin, because where does anything REALLY begin.
I wanted to be an author ever since I was 15 or 16 years old. I had met Rod Serling of the Twilight Zone when I was a teenager. It was one of the biggest disappointments of my life and one of the biggest joys of my life.
It was a joy because I got to meet this idol of mine who made all those fascinating episodes, but it was also disappointing because he was human and I expected him to be like a god who would appear on stage and do some sort of magical, miraculous things.
He was very much flesh and blood. And it donned on me, if he can do it, I can do it. And I began to pursue writing books.
But I also very quickly learned that books are very poor, at least traditionally published books, are very poor information products from a money-making standpoint.
What I'm getting at is that my first book came out in 1984, it was called "Zen and the Art of Writing".
I quickly learned that publishers don't know how to market books. I sold more books than my publisher ever did.
I also learned that if you sell a book for $7.95 or $15.95 or whatever books were selling for back in 1983/84 - you don't make very much money off of that book. Especially when the bookstores and book publishers take 50-60% and if it's published traditionally, you only get a tiny royalty off of those sales.
So I started to be nudged, economically into developing my own information products, not calling them books but calling them courses. One of my earliest courses was a correspondence course based on "Zen and the Art of Writing" and I took all of the stuff that was in the book, took the Chapters out of the book, turned them into lessons and charged much more for people to take the course and sold it as a correspondence course -- and information product.
That was really my first taste of blood, because the book business is not that great, unless you change what you are selling, repackage what you are doing and start to become an information entrepreneur and create your own information products. From there you can do, and I have done, much better.
Interesting, so allot of this has to do with getting a higher value for your knowledge I would guess?
That's certainly part of it.
It's the old saying, how something is packaged is how it is perceived, and the other rule of thumb...
how something is priced is how it is perceived.
So if you have a typical book that looks like all the other books in bookstores, then the average person is going to perceive the worth of that book to be what all the other bookstores are charging.
And that may not actually be the case. The information in that book may be worth ALLOT more to that person, then just don't realize it because of how you packaged it.
And then the other insight is if you only choose a price of $9, or $10 or $15 for something, then people perceive it as not being worth all that much, but...
If you create an information product, call it something other than a book -- it's a course, a tutoring, a college education in a box -- any number of ways of calling it something else and you charge more for it then the perception goes up, they're more willing to pay for it and then the other thing is, they're more willing to appreciate it once they get it....
If you would like me to make this interview available in it's entirety (I haven't decided if I will as of yet), then let me know by emailing me at: mailto:email@example.com and let me know if you feel $17 would be a fair price to pay for combined audio and transcribed text interview - I'll only release it if there is interest however.
There are some incredible golden nuggets Joe shares about his product development methods, his hypnotic marketing techniques and what exactly you need to build an infoproduct empire. I believe $17 is an absolute steel, but I need to hear it from you first.
** Blockbuster Copywriting Resource!
Since starting my online business a mere 10 months ago, I've become preoccupied with writing effective copy. I am fascinated by what impact a few choice words or a simple headline change can do to exponentially increase your sales -- it's literally the equivalent of reading people's minds!
If you are like me, you've realized that writing copy is NOT easy. It takes allot of trial-and-error, to get things right. It can easily take a newly launched site 6-8 months to even get your site converting a baseline 1% of your traffic.
That all changed when I read Make Your Words Sell from Ken Evoy and Joe Robson. I was skeptical of the value in this eBook because it's DIRT CHEAP. All I can say is --
It's instantly become my best companion - I take it everywhere I go, as I am often writing sales letters, emails, web copy, ads or other marketing material for my business. Think about it!
If you are spending time properly in your business - you should be focusing at LEAST 75% of your time marketing your business. That means you MUST know how to write compelling, mesmerizing and results-oriented copy.
You can't miss with this one - it's written by a 30-year veteran - one of the TOP GUNS in the industry. It's chalk-full of nuggets that will earn your money back a 100 times. Check it out here:
** Keynote Tabbed Notebook
This is a really cool, free software application that may just become your new best friend. It's basically a hierarchial Notepad allowing tree structures, highlighting and tons of other markups -- perfect for brainstorming ideas, maintaining features against ideas, etc... Take a look here:
** You just have to see this one!!<
The site URL sais it all - it's really an Inflatable Church!
** Spam Detector - How To Beat The Spam Filters
It's a growing problem - legitimate email (opt-in) being filtered out due to words, symbols, patterns, or design of your emails/newsletters. How do you know what they are looking for? Here's a super free tool put out by Sitesell (Ken Evoy) allowing you to run your email or newsletter through to get an idea of how likely you are to be filtered - and correct any problems you have. I've used this, and you may be amazed by what you find.
Have a wonderful week, and thanks for reading this week's issue. Full steam ahead until the next issue - see you then!
As always... Love to hear from you guys, so be sure to drop me a mail with questions, comments or if you need any help. You can always reach me here:
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