PUBLISHER: Willie Crawford willie@williecrawford.com
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Phone 850-651-3527/3594
Fax 850-651-3527
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In This Issue:
** Happy Mothers' Day to all who celebrate it! Mothers
loved us unconditionally and gave to us before we knew
what love and giving was. Give back to a mom today.
Walking A Mile In Your
Customers' Shoes
by Willie Crawford
Personal Private
Minisites Pave Paths To Profits!
By Michel Fortin
Our * NEW * NEW* Spot The Doubles Contest
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Presenting..........
Our *NEW * Spot The Doubles Contest!!!
One of the ads in today's issue appears twice. Find that ad
and email it to us at <mailto:doubles@williecrawford.com>
We
will pick a winner every week (from all correct entries received
by each Monday night). The winner gets his 50 word or
less ad run free in an issue of LIMITLESS MARKETING EZINE
(a $40 value). Starting with the next issue, we will also post
the website url of the winner, so be sure to include your
website url in your entry.
This weeks winner..... Will Freeman
http://www.geocities.com/wilfree47
Will, please send in your ad as soon as pracical and we
will start sending orders your way!
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Walking A Mile In Your Customers' Shoes
© 2002 by Willie Crawford
There are many saying explaining that to really understand
someone you need to "walk a mile in their shoes." This
means that you can't really understand a persons needs and
wants until you share their thoughts and experiences.
Seeking to understand your customers this well is
essential to your online success.
You should seek to understand your customer enough to
know:
What he wants for his business, family, or himself?
You want to know this so that you can see how your
products or services might fill these wants or needs.
What are his dreams and ambitions? Again, you want to see
how you can help fulfull these dreams.
What are his fears? This will allow you to determine how
you can protect him from or resolve these fears.
What are his failures and problems? You need to know what
failures you can keep him from repeating. You need to
know what problems you might be able to solve.
Once you have walked enough in your customers' shoes to
answer the above questions, offering him the products
or services he anxiously seeks is simply. But how do you
get to know your prospect this well?
The easiest way to walk in your customers' shoes is to
REALLY listen to what he is saying. If you really
listen, your customers will tell you HOW you can help
him. He'll tell you how you can profit nicely by
giving him what he wants and/or needs.
Listen closely and your customer is all to happy to
share insights about himself with you. You can hear
what you customers are saying to your by listening:
- On public and private discussion boards.
- On email discussion lists.
- To responses given in surveys.
- To concerns expressed in emails when a customer
inquires about a product.
- To what the customer is really saying during
phone calls.
In these mediums everyday customers tell you what makes
them feel uncomfortable, frustrated, happy, proud, loved,
betrayed, successful, secure, etc. Understanding their
FEELLINGS is essential to understanding their motivation.
The real key to understand what your customer is only
to looking for and perhaps all to anxious to buy from
you is listening to him. Do this and you will understand
him enough to feel that you really have "walked a mile in
his shoes."
-------------------------------
Willie Crawford cuts through the HYPE and double-talk to
show you how to really make it online. Discover the TRUTH
about how to build your own thriving internet business today.
Subscribe to THE Internet Business Success Course now.
It's free. Signup at:
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Personal Private Minisites Pave Paths To Profits!
By Michel Fortin, C 2002 SuccessDoctor.com
A recent, growing trend on the Internet is the private minisite
-- it's a small, password-protected website that offers "insider
information" on a topic that might be of interest to a specific
audience. Similar to an ebook, it primarily offers information
that's geared for a specific group, niche or vertical industry.
A private "minisite" is like a small, niche-oriented community,
where access is restricted and granted for a fee. Of course, web
communities are all the rage, right now, for various reasons --
one is certainly the fact that these places help to humanize the
digital experience as well as offer "insider information" that's
current and more palpable, particularly for that group of people.
However, the success of a private site, whether large or small,
is largely predicated on the idea that it is dynamic and offers
many extras that plain, static information products (like ebooks,
for example) don't or can't. One of its greatest benefits is the
fact that it is constantly updated with the latest information.
As an example, private sites offer many resources, which help to
make the site vibrant, vital and valuable: checklists, surveys,
applications, downloads, resources, chatrooms, scripts, services,
links, file sharing, "hot" topics-of-the-day, discussion forums,
event calendars, instant messaging, reviews, consultations, etc.
Membership-based minisites, however, are not large or bulky. And
they don't necessarily need all of the above bells and whistles.
They are called "mini" because, typically, the private section of
the site consists of content and the public site consists of just
one long copy sales letter. (Being a web copywriter, the bulk of
my work consist of sales letters for private sites, these days.)
The driving force behind private minisites is the idea that their
members feel part of an elite group who have access to exclusive
knowledge, and the fact that they are constantly being updated on
the subject matter. It's an important part of their membership.
If you're an expert on a specific topic, or if you know how to do
something better (or different) than anybody else, then you have
a basis for a private minisite. But unlike ebooks or information
products, your income will not be based on one-time sales but on
recurring, billed memberships, including renewals and upsales of
non-competing products or affiliate programs to your members.
An additional yet enormously compelling benefit of private sites
is the idea that the owner offers personalized consulting on the
topic area. Members receive not only information but also one-on-
one, individualized support. (A good way to accomplish this is by
erecting a members' discussion board. It also reduces redundancy,
since questions need to be answered only once in many cases.)
The more niche-oriented or unique the product is, the greater the
chances of success for the private site will be. Simply offering
content that's exclusive to private members is a start, for the
feeling of exclusivity is the catalyst behind any private site.
As a long copy, web sales letter copywriter, there are several
things that help make private minisites compelling to aspiring
members. Let me give you a few examples to give you a headstart.
1) Drive customer actions by telling them, specifically, what you
want them to do. Use expressions like "click here," "subscribe
today," "visit this," "join now," "go there," "discover
how"
and "learn these" are commands in which you compel people
to
take action. Take them "by the hand," in other words.
Private sites (or any sales-oriented, single-product site,
for
that matter) must have the least amount of links on or
around
the sales letter. The more links there are (to other resources
or pages, for example), the more you distract users and
take
their focus away from your letter (and away from the purpose
of your public site, which is to sell private memberships).
I know I'm going against the grain, here. But offering
extra
pages, like FAQs, links, testimonials and so on, are great
for
information-based sites (or those selling multiple products).
They help to make the site "sticky" and drive search engine
rankings. But for private minisites, they're dead weight.
If you're selling a single product, keep visitors focused
and
steer them in only one direction. Too many messages, choices
or "things to do" only confuse people. If you offer an
opt-in
email newsletter, for example, turn the subscription form
into
a pop-up or add it to the body of your sales letter. In
short,
if you offer people too many choices, they will not make
one.
(You're unknown, so a newsletter, opt-in mailing list or
even
a multipart course delivered via autoresponder is an important
tactic, since you build trust and develop a relationship
with
your prospects who might not be inclined to join right
now.)
Look at how I incorporated the opt-in form within the copy
I
wrote for Kirt Christensen at http://successdoctor.com/kirt/.
There are only three links: order page, affiliate signup
page
and login page. But the form is added on the sales letter
and
in a pop-up window. Bottom-line, the sales letter won't
drive
people away and keeps them focused, interested and excited.
2) Jim Rohn said that, "Without a sense of urgency, desire loses
its value." People fear making bad decisions. With scams
and
snake oils rampant on the web, the fear is even greater
when
shopping online. So, most of them tend to procrastinate,
even
when they're interested in your offer. Therefore, communicate
a certain sense of urgency that compels visitors to act
now.
Use "takeaway selling" to stop people from procrastinating.
In
other words, shape your offer -- and not just your product
--
so that it is limited, time-sensitive or quantity-bound.
Make
your offer scarce. As an example, put a deadline on your
offer
or some kind of limit on the number of people you accept.
(Takeaway selling is based on the fact that "people don't
know
how much they want something until it's about to be taken
away
from them." It's the supply-and-demand mentality: the
rarer or
less available something is, the more people want it.
And it's
also one of the reasons behind the success of private
sites.)
Add a deadline to your offer, or limit the number of products
you sell (or the number of new members you allow to join).
But
there is a caveat: to make sure that people believe your
need
to limit the offer, give a reasonable, logical explanation
to
justify your time-sensitivity -- or else your tactic will
be
instantly discredited. (How many "time-limited" offers
have
you seen on the web that are totally false or misleading?)
If you add a deadline or limit the number of members, you
must
explain why you're doing so. Here's an example of what
I put
on some sales letters I've written -- they sell memberships
to
private sites and offer personal consulting to their members:
Example #1:
"To be candid with you, I don't know how long I'm going
to
keep the doors open to new members because this information
is
extremely sensitive and limited. I don't want to dilute
the
value of this information for my paid members. If you
were a
member, wouldn't you want the same, too? So, I must restrict
the number of users for quality control purposes."
(In this case, it is very true. The author
sells access to
a limited number of "hot" real estate
opportunities that he
finds through his unique system, which
he also teaches his
members. If too many people join and
get their hands on the
opportunities or the system, it will
surely lower the value
of the information to the member-base,
and contradict the
purpose of the site. Otherwise, why
would one join?)
Example #2:
"We're only human, and there are only so many hours in
a day
(and so many people we can physically attend to)! So,
in order
to limit the number of hours we do provide, we must put
a cap
on the number of new members for obvious reasons. We can
only
guarantee that people who sign up through [date] will
qualify
for membership, completely custom-tailored consulting
support
and this incredible set of free bonuses worth over $[amount]!
'You snooze, you lose'. So, don't wait. Join NOW!"
(This example demonstrates the importance
of the support
they offer private members and, at the
same time, drives
home the idea that such a service is
limited. I'm sure the
owners can hire part-time help if the
need ever arose. But
nothing can replace expertise that comes
from straight the
experts -- the more people join, the
less time they have.)
3) People are instinctively curious. And nothing piques curiosity
more than something that's secret, rare, private, unavailable,
exclusive, limited, scarce, uncommon, prohibited, hidden,
etc.
The unknown drives people's interest. They love having
dibs on
something that's not readily available (especially if
it gives
them an edge over the competition before they know about
it).
So, use words like "private site," "exclusive members area,"
"insider access" or "restricted vault." Moreover, people
love
not only hidden information but also the idea that it's
all
put together into a single place that's easy to access,
learn
and digest. It all comes down to a matter of convenience.
Expressions like "secret formula," "custom checklist,"
"unique
process," "specialized system" and so on all help to heighten
perceived value because they imply less time, money and
effort
in finding that same information. As an example, when
I write
the copy for private sites, I use terms such as: "Proficiency
Program," "Secret Formula," "Inner Circle," "Hidden Vault,"
"Mentoring System," "Treasure Trove," "Coveted Toolkit,"
etc.
Even though such phrases are truly qualifying the product
as a
whole (i.e., the entire private minisite) and not one
specific
item, formula or system, it still helps to make the product
a
little more tangible and convenient in the visitor's mind.
It
also adds a certain mystique to it. Use it to your advantage!
4) Finally, put a numerical value on any benefit you promise, be
it in dollars or hours. And make it an odd number, for
they
are more believable than even or rounded numbers. (That's
why,
for example, Ivory said it's "99 and 44/100% pure." If
Ivory
had said "100%," it wouldn't have been as believable.)
In fact, here's a rule of thumb. A true benefit is one that's:
1) Quantifiable,
2) Measurable and
3) Time-bound.
One private site, whose copy I recently critiqued, offers
golf
training to its members. But originally, one benefit promised,
"You will hit stronger drives." I told the owner to replace
it
with, "My unique, mentoring system will show you how to
boost
your drives by as much as 27 yards in less than 30 days."
The word "yards" makes the benefit measurable, the word
"27"
makes it quantifiable and the words "30 days" make it
time-
bound. Now, that's a clear, cogent and compelling benefit!
Nevertheless, if you're an Internet marketer or entrepreneur, the
private minisite may be the product for you. But realize that the
number of memberships you successfully sell will hinge greatly on
the words and expressions used in your sales copy. If you ignite
your site with killer copy, you will detonate your response rate.
---------------------- About the Editor ----------------------
Michel Fortin is web copywriter, author and marketing consultant
dedicated to helping turn businesses into powerful magnets. Long
copy, email and web sales letters are his specialty. Get a FREE
copy of his ebook or subscribe to his FREE monthly newsletter,
"The Profit Pill," by visiting http://SuccessDoctor.com/
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DISCLAIMER: We cannot investigate every advertiser who places
an ad in our ezine. We urge you to exercise due diligence in
responding to any advertisement or article. We do not give
business or professional advice in this ezine and therefore
cannot be held responsible for results you get from responding
to ads or articles in this ezine. We urge you to exercise due
diligence in all of your online dealings.
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