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The Truth About Legitimate Email Marketing!

 


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                 ** DEMC ** Volume IX No. 33 **
        The Truth About Legitimate Email Marketing!
          Serving the Internet Since November 1995

Quote for today:

"If you want to succeed, you must make your own
opportunities as you go." - John B. Gough
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What's In This Issue - Features

1) Editor's Note: "8 Keys to Online Success"
2) Marketing Insights: "On The 12th Month of Emailing Marketing Systems... DEMC Gave to You"
3) Feature Article: "The Fundamentals of Selling - Getting Back to What Works"
4) SOHO Help Desk: "Recent Tax Law Changes"
5) DEMC's - Advertising Information



======================

1.

Editor's Note:

"8 Keys to Online Success"

The news reviewing record breaking online salės for Thanksgiving weekend once again emphasizes the success of the online marketplace.

According to Nielsen//NetRatings', Holiday eShopping Index, 26% more shoppers, or 13.3 million more people, visited online stores on November 26th than the previous Friday, November 19th of 2003. What's more these visits translated into salės. According to ComScore Networks, online salės for last week's Black Friday increased by 40% from Black Friday in 2003.

Further a new survey conducted by AC Nielsen for eBay Inc., found 84% of Americans said they will buy at least one holiday gift online, up 10 percentage points from last year.

Every year the numbers for Internet commerce rise. So when I hear from readers that they're struggling with their Internet businesses, I know their business must be missing some critical elements.

While I can not go into specific detail about all of the factors crucial to online business success in this short space, what I would like to review are the marketing tactics of one of our successful SendFree members. This SendFree member uses our autoresponder service at - http://www.sendfree.com .

I will not be disclosing the name of the member or the exact details of his products, but I will be sharing the 8 key elements of his business model.

1) The SendFree member has created several of his own products. He is not a reseller of other's services. He is not involved in a pre-made business opportunity or a networking marketing business.

Too often I see individuals trying to run an Internet business that just sells another's product / service. These individuals have no unique selling proposition for their businesses. They are competing with everyone else reselling the same products. As a result they more often fail than succeed.

Developing your own products / services is the first key to online success.

2) The SendFree member has a separate web site for each of the products he sells.

The benefits of having a web site for each type of product / service you sell allows you to focus the sales message of each site. For example if you sell tracking software and Internet marketing books, you would want 2 sites. Having separate sites, avoids having a prospect become confused about what you offer.

I frequently see sites attempting to sell many different products / services with no clear message. The result is the site is difficult to follow and I end up not knowing exactly what the seller offers.

Further, I see individuals with no site of their own trying to use a generic company site to resell a product / service. There is little chance of success, when your site looks like everyone else's site who's involved in the program. What differentiates you from the next guy? Nothing!

Having your own web site with your own domain is the second key to online success.

3) The SendFree member's products have a high perceived value as they fill desires we all have. One product fills the desire to makė monėy. The other product fills the desire to save money.

Just creating a product / service is not sufficient. Your product / service has to be desired or it will not sell.

Fulfilling a want or need is the third key to online success.

4) The SendFree member markets his sites predominately using Google's AdWords. And his campaigns are continuous. He does not advertise, then stop, then start, then stop. The member understands ongoing advertising is essential to keep driving traffic to his site.

The success of his site is not due to AdWords. Rather it is the consistency in his marketing.

Ongoing promotion is the fourth key to online success.

5) The SendFree member sends all prospects from his marketing campaigns to an entry page for each of his site. The prospect must fill in a web form with his/her name and email in order to enter the site.

The SendFree member uses a powerful offer to encourage visitors to complete the form.

Simply sending prospects to a page of your site with no offer to sign-up for your email list wastes valuable promotion. Your site should try to capture the email address of every visitor to your site. Either placing a sign-up form on each page of your site or using an entry page.

Lead collection is the fifth key to online success.

6) Upon entry to any of the SendFree member's sites, a prospect will find a persuasive salės letter. The sales letter includes testimonials of past purchasers, free bonuses for purchasing and a time sensitive offer to buy right away.

I frequently encounter web pages which do not persuade me to purchase. The page simply shows the product / service with no sales copy. Prospects need encouragement to buy so make sure your site provides it.

Good sales copy is the sixth key to online success.

7) The SendFree member's web form completed by each prospect in order to enter his sites, triggers an immediate email message. The email includes the promised information while also reminding the prospect to visit his web site.

The immediate email follow-up with the desired information builds trust and rapport for the SendFree member with his prospects. The SendFree member delivered what was promised. A prospect then believes that if he/she purchases the product offered he/she will receive it.

Develop trust is the seventh key to online success.

8) The SendFree member sends follow-up emails to those prospects who do not purchase his product. Each email encourages the prospect to buy. In addition, the SendFree member sends follow-up emails to all those who did purchase his product. The emails have information about his other products.

These follow-up emails make additional sales. They remind prospects about the products available and drive visitors back to his site.

No follow-up is a classic mistake marketers make. Autoresponders make sending out a series of email messages easy so use them.

Follow-up is the eighth key to online success.

You may be wondering is the SendFree member I've discussed real. And if so, how successful is he?

Here's the answer. This particular SendFree member has so much traffic and hits to his autoresponder that he needs his own server to handle his email and house his prospect and customer databases.

That's right I had to set-up a dedicated server just for this one SendFree member! (If your business is similar to our members and could benefit from a premier dedicated autoresponder/list management server let me know. Drop me an email at - sales@sendfree.com )

As shown by our SendFree member's example as well as the recent Holiday statistics, online business is booming. So consider the business model outlined above and be sure your business is incorporating the 8 key elements of online success.

Plus, if you'd like to read about another autoresponder user's success, see today's SOHO help desk.

Abbie Drew
DEMC Editor
mail@demc2.com


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2.

Email Marketing Insights:

* Exclusive *

Email Marketing Systems to Help Boost Exposure and Profits ...

"On The 12th Month of Emailing Marketing Systems...
DEMC Gave to You?"

By: Denise Ryder

Twelve email marketing systems working on autopilot... And an email message that reaches and is read...

Ok, ok so I can't sing and ummmm I am thinking that my song writing abilities are out the window too...

BUT...

Wow, where the heck did the time go?? I remember writing my first article for Abbie in this series and thought, hmmm can you imagine the possibilities if the readers would put even just one or two months worth of systems to work for their eBusiness. Now we are on number 12...cool!

I wanted to do a quick recap of the last 11 Systems but ya know, why reinvent the wheel when all you have to do is go to the DEMC Archives and see them yourself, they are all there ;o)

Today, I want to focus on a few different systems per se, that will keep the momentum going for you and of course provide you with a bit more food for thought as it relates to the changing times of ėmail markėting.

REMEMBER THIS...email marketing IS NOT DEAD...oh contraire. Yup, there have been changes, it happens when something is new, BUT email marketing STILL remains on of THE MOST IMPORTANT aspects of online marketing. It all boils down to how you use it ;o)

So what do you say we roll up our sleeves and get at it, huh?

What we are going to do is cover a few little extras that you can incorporate within your email systems that will keep the momentum going for you.

Your email marketing systems are only going to be effective if you work them on a persistent and consistent basis. You need to stick with them and show patience. I have seen too many people throw in the towel with respect to these systems and they were so close. Nothing happens overnight...and ėmail markėting is certainly no exception. So if the thought is coming that you want to toss it in, GIVE YOUR HEAD A SHAKE...and stick with it!

It's one thing to put the systems into practice, however, it is getting the email read in the first place that will make all the difference. In order to get past the spam filters etc you need to take on a proactive and educational mindset. With that said...

EDUCATE Your Subscriber - Teach them how to receive emails from you. How you ask? Well there is some prime cyber marketing space that we all have that few people really use to their benefit. The "land" I am referring to is the page that pops up after someone subscribes to receive your report or course. You know the one that comes up after people hit the send button when they give you their name and email address...ya ya, that "land." Instead of saying "Thank you for subscribing and your welcome email will arrive shortly." How about taking the space and REALLY hit the ball out of the park! Thank people by all means, but also go a step further and explain to people how they can avoid having your messages filtered by accident.

You'll find a Whitelisting Instructions Generator tool (frėė) at : http://www.CleanMyMailbox.com/whitelist.html

If you are a do-it-yourselfer, you can design that page up yourself and just go through the process of explaining whitelisting and of course what to do if your subscriber is using each type of email address.

Psssssssst...in addition to educating your subscriber, this is also great "land" to throw in a few other offers etc to get these people on more than one list.

NEXT ...

Use Double Confirmation. I don't like following the bouncing ball to get something. If I have provided my email address and name then I expect to have what I requested delivered PDQ. BUT...I changed my mindset a little bit when it came to double confirmations and this is why. I and probably you too, get little notices saying that xyz joined your list by email. For a while I did not really paid much attention because I thought ok...cool someone hit my autoresponder. WRONG. I decided on day to open one of these, I am not sure why I did but I was glad for it. It was a junk message for Rolex Watches and for some reason my autoresponder address ended up on some email lead list.

The fact that my autoresponder address ended up on the list was ticking me off enough because I am quite careful, and we'll go into this in just a second. What ticked me off more was the fact that these messages are giving me a false count on my subscriber numbers. Your quest is to have a responsive list, remember in ėmail markėting it is the quality of your list that is of prime importance not the quantity. You can have a list size of 236,000 but it doesn't mean "jack" if no one responds to your offers and information.

The best way to ensure quality of your list is to use the double confirmation approach. The people who have subscribed to your lists and want your information will go through the double confirmation process. The ones who don't won't and that's ok because we don't want them anyway. Plus those "ca ca" emails will drop off as well.

NEXT...

AUTORESPONDER ADDRESSES. I mentioned above that I don't publish my autoresponder email addresses for several reasons. One, I noticed a long time ago that when I just advertised my email address it was harvested and it ended up on those email leads lists...ya know the one. The one you paid x amount of money for, for 5000 people who are seeking business opportunities so you can send out your messages:o(

Two, I practice what I preach and I always use the 2-step advertising method, send them to a sign up page for a good information based report or course because you want the name and email address...you can't market to a ghost. Not only that, leading someone to a page with a form on it also gives you yet another marketing opening to promote an offer or another list. Not only are you looking at creating a good solid list of responsive subscribers but you want to take full advantage of ALL marketing opportunities.

LAST BUT NOT LEAST...

SEND A CHASER. A chaser system is similar to the 2-step system. First step you send out your original message and the second step is that you follow it up with a BRIEF message letting your subscribers know that you sent the first one. Why send a chaser? There are many reasons why you should send a chaser. One being maybe the original was filtered out, maybe it was accidentally deleted...etc, etc. From a pure marketing aspect send a chaser to gain even MORE exposure and take advantage of the branding that a chaser message can bring. MAKE SURE your chaser is brief (I know I said that before...but really make sure) AND that it includes the one major benefit or "what's in it for me?" that they will get by clicking the link. Look at this quickie example ...

------------SAMPLE--------------

Hi

In case you missed it, I just sent you the newest DO-IT-YOURSELF MARKETING Manual. You'll want this manual in your life because I am giving away one-to-one marketing coaching for your eBusiness.

Read all about it at ... http://www.yourpageaddresshere.com

Denise Ryder
Marketing Coach

P.S. HELLO..tap, tap, tap...This N0 COST Coaching offer is only available to the first 15, don't miss out go NOW!

-----------------End Sample

And...that my email marketing friends is that!

There you have it, 12, actually probably a few more than 12 email marketing systems to help you gain exposure and generate sales. Remember on top of everything else being persistent and consistent is the KEY.

From My Family to Yours...We Wish You A Very Merry Holiday Season and I'll See You Next Year!!!

###
Denise Ryder is a Marketing Coach writing from her home office in Northern Ontario (Canada). Hey...are you a do-it yourself marketer? Are you struggling a little? Need just a little help??? Can you imagine how far your business could grow with a Marketing Coach in your pocket??? Take a no cost Test Drive TODAY!! http://www.profitspace.com/coach


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3.

Feature Article:

* Exclusive *

"The Fundamentals of Selling - Getting Back to What Works"
By: Kevin Nunley

Everyone has an opinion about which marketing methods work best. Many experts even take a stand on things like which colors are the most persuasive, which phrases sell best, and even what kind of handshake to use in greeting prospects.

This is all fine and good, and maybe these people are onto something. But what about the fundamentals? If your website is the right color and uses all the right phrases, but leaves out the important basics of an effective sales message, you're not going to see much success.

With all these opinions floating around out there, it's easy to loose sight of the basics; the simple strategies that have worked time and time again. As with anything, you first have to understand the fundamentals of selling before you start dealing with the fluff. There are four fundamentals I want to remind you of.

1. Remember that persuasion is not coercion -- you are NOT trying to force your audience into buying something they really don't need or want. You are offering your audience the information they need to figure out that they, in fact, DO want or need what you're selling. But they must come to this conclusion themselves...with a little help on your part (grin).

2. You must show the logic of your point. Logical arguments are the most basic type of persuasion. If you can use facts, figures, or basic logic to help show that your product or service is useful to the customer, it is difficult for anyone to ignore. Be prepared to back up your sales message with facts, figures, statistics, and real testimonials.

3. Focus on your customer's emotions. Your salės pitch will always be more powerful if you include things that your audience has strong opinions or feelings about. For instance, if you know that your audience is afraid of losing their jobs or retirement savings (which a lot of people are these days), show how your product will help improve their financial security. You can use the same tactic when discussing your customer's values. We all value the basics of safety, freedom, and family...so try to tie your product or service into these things.

4. You need to inspire trust. It may seem unfair to some, but the kind of person (and business person) you are will affect how your prospects respond to your message. Therefore, you should do everything you can to prove your expertise, your trustworthiness, your kindness, and your passion for what you are doing. Be warm and personable, and know your audience well enough to talk to them on their level.

Any powerful, persuasive salės message incorporates all of these fundamental techniques: persuasion, logic, emotion, and trust. Remembering these fundamental tactics and how to make them work for you will benefit your customers AND your bottom line. You might want to print out this article (or at least the bullet points) and hang it somewhere in your office where you can see it. That way, the next time you find the fluff is getting in the way, you can get back to basics...and return to success.

###
Kevin Nunley provides marketing advice and copy writing for
businesses and organizations. Get back to the basics that really
work! Read all of Kevin's money-saving marketing tips at
http://DrNunley.com/. Reach him at mailto:kevin@drnunley.com or 603-249-9519.


======================

4.

~/~ SOHO Help Desk ~\~
http://www.demc.com


"Recent Tax Law Changes"

Today's SOHO Help Desk provides some great reader feedback.

Plus you'll find important tax law information from a long time contributor to DEMC E-Magazine, Sandy Botkin. Sandy was a former trainer of IRS attorneys and currently he lectures nationally to self-employed people and companies on taxes.

If you have a valuable tip, promotional idea, question or answers you would like included in an upcoming issue of DEMC, all you have to do is submit it by email to - mailto:helpdesk@demc2.com

Before we get to today's tip, a DEMC reader need your input on business ideas. Take a minute to see if you have any advice you can share.

=== Help Request ===

From: Luke Nichols

I'm looking for ways to do business on the internet, that are above board and not chain letters, or worthless reseller programs. No banner exchanges, or spamming email inboxes with ads. I have two computers, and I'd like for them to be doing something, besides wasting electricity.

If anyone has any ideas, can you contact me?

Thank you!

Luke Nichols

You can send me something tangible by mail:

Luke Nichols
299 Old Oakvale Road
Princeton, WV 24740

Or to have your answer published in the next issue of DEMC send your email response to: mailto:helpdesk@demc2.com

=== Reader Feedback ===

From: Bill Gaw

Abbie,

Your recent article, "How to Invest Your Marketing Budget?" was the first effective article I have read that focuses on marketing to business people and I have been in the business for over 7 years. I realize that your business is primarily B2C and consequently I would not expect to read such an important B2B message in your ezine.

Of particular interest to me was the statistics for which I have been searching. "82% select Google." This is mega- important information. Most of my business comes from Google but I will increase my efforts in that direction.

Fortunately, I have implemented all of the recommendations and consequently my business has been profitable over the past five years. For example I have used your autoresponder process to build a 6700 ezine subscriber's list and to email my weekly ezine bulletin. Your services have been the greatest. Of the five Internet related ezines I subscribe to yours is the best. Keep up the good works.

Have a nice day and keep the faith.

Bill Gaw
Manufacturing Training you'll not find at Amazon.com
Business Basics, LLC
http://bbasicsllc.com

Editor's Note: If you missed my article last week you can read it online at the DEMC web site -
http://www.demc.com/newsletters/11_17_04.html#1

=== Recent Tax Law Changes ===

From: Sandy Botkin

Factor new tax law into your tax planning.

On October 4, 2004, President Bush signed the Working Families Tax Relief Act of 2004 into law. It's the fourth tax law in as many years. As you consider ways to minimize your tax bill for 2004 and 2005, be sure to factor this latest round of tax revision into your planning.

The new law is essentially an extension of provisions that either had expired or that were scheduled to expire at the end of 2004. Let's review the extended tax breaks:

* The $1,000 per child tax break will remain at that level through 2010 instead of dropping back to $700 in 2005.

*The accelerated marriage penalty relief set to revert to previous levels next year will be extended through 2010.

* The 15% tax bracket and the standard deduction for married couples will remain at double those of single taxpayers.

* The expanded 10% tax bracket continues through 2010.

* The higher exemption from the alternative minimum tax will apply through 2005 instead of reverting to lower levels as previously scheduled.

* The $250 above-the-line deduction for classroom expenses paid by teachers is extended for 2004 and 2005. It originally expired at the end of 2003.

* The full $2,000 deduction for the purchase of clean-fuel vehicles is reinstated for 2004 and 2005.

* The business tax breaks for research and development, welfare-to-work, and Work 0pportunity are extended through 2005.

But watch out, Congress seems to be ready to reduce the heavy vehicles (and other assets) expensing deduction back down to $25,000 from the $100,000 they passed in May of last year.

The law also includes a number of technical corrections relating to previous tax laws, a uniform definition of "child" throughout the tax code, and provisions aimed at tax relief for low-income and military families.

###
Sandy Botkin CPA and Attorney is president of the Tax Reduction Institute. He is well known for his program "Tax Strategies for Business Professionals," " Wealth Building Tax Benefits for Real Estate" and for his best selling book, ":Lower Your Taxes: BIG TIME." You can find out more about Mr. Botkin and his products by going to http://www.taxreductioninstitute.com

===

Send in your feedback for an upcoming issue. Email your quėstions, advice and/or thoughts to: mailto:helpdesk@demc2.com

Be sure to include your SIG and contact URL with your post as we'll be sharing any viable ideas/ information in an upcoming issue of DEMC E-Magazine.




======================

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