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$0.05 per click! Now that s a reasonable amount and
you ll get very highly targeted traffic.
We ve found that this works in almost any industry
the generic category name is usually prohibitively expen-
sive, but if you buy a dozen, 50, even 250 of the very
specific terms in your industry, you ll get far more traffic,
at a much lower cost, and usually more sales because the
traffic will be highly targeted.
Actually buying the keywords is easy simply click
on the button on Overture.com to list your site, click the
Self Serve button, then fill out the form and put $50 into
your account. This will be the money from which the per-
click charges are deducted each time someone clicks on
your link. You ll also have the chance to bid for any key-
words that you wish. Simply fill in the blanks, choosing
the keywords you want, a title and description for that
page, and the URL for the page you want that traffic to
come to. I suggest starting with 10 or so words, just to get
the hang of it and to see how it works.
Finally, let me give you one extra hint&
Write your descriptions to try to dissuade people who
are just browsing around from clicking on your link
remember that every click costs you money! So instead of
writing the normal sales-type copy that tries to encourage
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people to click on the link, write copy that only draws
those who are serious, like $7.00 Special Report that
teaches 52 tips on how to write effective press releases
and bonehead mistakes to avoid. You re still selling, but
you re informing the reader right up front that they re
going to have to pay if they want the information you re
marketing.
So, if you want to make 2002 a great year, I recom-
mend getting to know Overture.com and the services it
provides it s one of the fastest and easiest ways to
generate Web site traffic available!
Don K. Crowther is a popular Internet and Marketing speaker
and trainer, and President of Breakthrough Consulting, a
company that specializes in helping companies rapidly build
their sales and profits. Breakthrough Consulting provides Web
site and traditional marketing services, site development and
redesign for those companies that want to outsource these
functions to subject-matter experts, and coaching and training
services for those companies that wish to develop these skills
in-house. For more information, call 262-639-2270, email
info@greatresults.com, sign up for a free email-based
newsletter at http://netmarketingmasters.com/
newsletter.html or visit the sites listed below.
Don K. Crowther
Breakthrough Consulting
5335 Agatha Turn
Racine, WI 53402
262-639-2270
info@greatresults.com
NetMarketingMasters.com
101PublicRelations.com
GreatResults.com
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Advice from Fred Gleeck&
32 Using Seminars to Build Your Business
eminars are the only way
S I ve found to get people to
PAY to be prospects. Over
the last 17 or so years that I ve
been doing seminars, they have
been the single greatest market-
ing tool I ve found for myself or
my clients.
For some people, seminars may not be an effective
business building tool; but for most people, it will work
like a charm.
Getting up in front of a group of people and delivering
solid content and information establishes you as the expert
in your field. Yet, the key is to do it right. Very few people
do.
Here are some tips to make sure you maximize your
seminar results:
1. Understand that for seminars to be effective, you
have to market them well. No matter how good your
content, it won t matter if no one shows up. The
most important thing to remember in this arena is
that you need to find the least expensive ways to get
people to show up. The best way to do this is by
doing joint venture emailings to qualified target
markets.
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2. There are two parts to effective seminar delivery.
First, you need to deliver highly relevant, immedi-
ately usable content. Do that and you ll be ahead of
95% of all the people out there. Don t leave people
guessing what to do next. Give them the step-by-
step A through Z instructions.
3. Make sure you deliver the seminar in an entertain-
ing and engaging manner. For most people, this is
the hard part. The best way to describe my best
advice in this area is BE YOURSELF. If you know
your material cold, don t try and put on an act.
Show people who you are and they ll like you for it.
4. Remember that the real money in seminars comes
from the back-end. Make sure you have plenty to
sell people both during and after your event.
Fred Gleeck is acknowledged as one of the world s leading
authorities on seminar development and marketing. He is
the author of 7 books including Marketing and Promoting
Your Own Seminars and Workshops.
For his 7-day course on how to market and promote your own
events, send an email to tips@seminarexpert.com, or call
Fred at 1-800-FGLEECK (345-3325). Or visit his website at
www.seminarexpert.com.
Fred Gleeck
800-345-3325
fgleeck@aol.com
www.seminarexpert.com
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Advice from Wayne Porter&
Explore New, Different Distribution
33
Channels and Partnerships
he most important thing for any business to do in
T2002 is to place a major emphasis on combining
different channels of promotion with affinity partnerships.
This will enable businesses to find cost effective, cre-
ative avenues to reach new customers both offline and
online.
Here s an example: Two merchants agree to cross
promote each other s noncompetitive products. Merchant
A sells specialized digital software and Merchant B sells
computer memory modules. Merchant A includes a special
HTML-based offer in the software archive (commonly
called a zip file) using a partner tracking (affiliate) link to
drive traffic to Merchant B s site. In return, Merchant B
agrees to put special coupons for Merchant A s software
inside the envelope with their memory
shipments. Each coupon has a special
tracking code so sales are trackable.
In this scenario, both merchants can
cheaply reach many new customers
while increasing their revenue. Both
parties reach customers they ordinarily
never would tap, create secondary
revenue streams, and gather valuable
data for their businesses.
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These types of cross promotion partnerships take some
work to set up, but the payoffs in revenue and reach can be
enormous.
Wayne Porter is the V.P. of AffTrack.com, a meta-aggregator
and data analysis firm for super-affiliates where he is in
charge of product development and business strategy.
Wayne speaks frequently at revenue sharing industry events
and is a well-known business writer. He is an editor for the
popular Revenews.com and serves on the Board of Directors
for the Affiliate Union.
He owns a successful privacy software company, an inkjet
distribution firm, and has large interests in a number of
pioneering new media projects, including the DV feature film
Nothing So Strange and its alternate universe of Web
sites.
Wayne Porter
10155 Sperry Road
Kirtland, OH 44094
440-256-8947
awporter@iname.com
Always listen to experts.
They ll tell you what can t be done and
why. Then go do it.
Robert Heinlein
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Advice from Dana Blankenhorn&
Evolve Your E-business Strategy
34
irst, decide what to do. Find your passion. Is your
Fpassion in a product, a service, a lifestyle, an indus-
try? That s where you focus.
But first, you ll have to go into business.
Whatever you most want to do and be, you ll first have
to be a businessman (or woman) who gets others to do it.
If that doesn t feel right to you, then find a job doing what
you want, or become a one-man band (like me) doing
what you want for a number of employers.
The Internet is a great place for doing business, but a
Web site alone isn t a business. An e-business needs a Web
site, email capability, and databases to be used by custom-
ers, employees, and business partners. It also needs people
and systems for delivering what it promises.
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If you re selling a product, you will need e-commerce
capability. If it s a service, you ll need a network of people
who can help you deliver large projects. It s got to be a
product or service you d be glad to buy, at whatever price
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