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                 ** DEMC ** Volume X No. 10 **
        The Truth About Legitimate Email Marketing!
          Serving the Internet Since November 1995

Quote for today:

"Do not wait for ideal circumstances, nor the best opportunities; they will never come." - Janet Erskine Stuart
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For details on advertising to DEMC E-Magazine's 175,000 subscribers for as little as $36.
Go to: http://www.demc.com/Advertise/advertise.html

Share DEMC with your friends and associates. They can subscribe free by emailing: Subscribe@sendfree.com

What's In This Issue - Features

1) Editor's Note: "How To Start a Internet Business"
2) Marketing Insights: "Why Should I do Business With You?"
3) Feature Article: "Why isn't Your Website Selling?"
4) SOHO Help Desk: "The Massive Promotion Technique That You're Missing"
5) DEMC's - Advertising Information

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

1.

Editor's Note:

"How To Start a Internet Business"

I have some exciting news. You are going to get an inside look at how an Internet business is developed.

My partner and I have a new project we are working on. I plan in the upcoming issues of DEMC to review each of the steps we take from inception onward.

And, this will be unlike most Internet marketing advice which is based on developing internet marketing services. The new product / service we are developing is not an internet marketing service.

So you will see how we apply the Internet marketing know-how we've gained from making our living online for the past 10 years to starting a non-internet marketing product / service.

It is going to be interesting and exciting and I hope you'll come along for the ride! So let's get to it.

Step One: Decide on a Niche

A critical aspect of finding success on the Internet is choosing a target market to whom to sell your product / service.

When looking for a target market you want to consider a few elements.

a) Are you familiar and comfortable with this audience base?

Knowing your audience, who they are, where they are, etc. makes it easier to develop and market your product / service to the group.

b) Do you share the same interest as the audience base?

You are going to enjoy working your business much more if you have an interest in the product / service you develop for your audience base.

For instance if you choose gardeners as your audience base, if you do not like gardening you're likely to be miserable. Gardeners are going to want to talk about gardening. So you have to be prepared to talk shop about gardening. If you hate gardening, prepping up and acting excited about gardening and the product / service you have for gardeners is going to be extremely difficult.

c) Is the audience base the right size so that it would be profitable to sell a product / service to them? But the audience base should be small enough to constitute a target group.

For instance, you might want to sell a product to women. Women make up a nice large audience base and they are good consumers. (See the article in last month's issue http://www.demc.com/newsletters/4_13_05.html#2 ) However, if your audience is "ALL" women it's really too large a market for most small businesses.

You need to narrow the audience to a particular group of women. But be careful not make your audience base too narrow, such as single women who own their own home and raise chickens. (Okay odd example but you get the idea.)

d) Does the audience base have monry to buy?

If we use men as an example, and ask do they have money to spend the answer to this question is yes most do. However, to be extreme and illustrate my point, if you further targeted "unemployed men", you'd probably have problems. These men would not presently have disposable incomes to spend.

So using these 4 points what target audience base did my partner and I select?

As you can imagine, DEMC happens to be just one interest of mine. I enjoy horses, tennis, cooking, romantic getaways . . . Sorry I digress. Back to the point, I also am an investor, as is my partner. Being investors in the financial markets ourselves, we decided this audience base is one with whom we are familiar and comfortable.

But just as women are too large a group, so are investors. Therefore to be effective we felt we needed to narrow our focus. We decided to work in particular with futures traders.

Futures traders make up a good size audience base. What's more they spend money on products / services they need. And most are active online, as most trade using online brokers.

Step Two: Develop a Product / Service

You could also call step two the research phase. You should study your audience and find out what products / services they currently buy.

During step two, you emerge yourself into your audience. You do intensive surfing on the web, you become involved in forums and discussion, you read books and review trade publications and relevant magazines.

This again is another reason why it is important to make sure you are comfortable as well as have the same interest as the target group you've selected. First if the audience base is one you know, you probably already have good knowledge about the products / services they use. Second, you'll enjoy the research phase much more if you like what you're researching.

You'll want to do some or all of the following to assist your product / service development.

a) Don't re-invent the wheel!

First look around at other successful businesses in your selected field. It is far easier and less risky to copy another successful business. Start up the same type of business giving your business a unique selling proposition.

While you may have a brand new invention that you believe is going to sell like crazy, if it's not already in the marketplace be careful. You really have no idea if your "what-cha-ma-call-let" is going to be a good seller as no one is out their selling it.

Instead, copy what already works. But add value to the customer above and beyond what your competitors offer. (See today's Marketing Insight article for more techniques on how to determine what value you can offer.)

For example, we started up our SendFree autoresponder service (http://www.sendfree.com ) because we had seen other autoresponder companies on the Internet. We believed we could offer autoresponders too, as they were a tool being used by email marketers. And yes, we have a successfully autoresponder service.

What's the extra value SendFree offers? Free email advertising to its users.

b) Examine other industries.

Again consider being a copycat. In this instance rather than looking at businesses in the niche you're targeting, look at businesses in other niches. Take what works in other markets and apply it to your own.

For instance let's say your target audience is dog people. You see there exists a business that sells massage therapy and acupuncture to cats. You could develop the same business but offer it for dogs.

c) Find out what is wanted.

Visiting online forums and discussion groups where your target audience hangs out is a great source of information. You'll discover what your audience likes and dislike about current vendors. What wish lists they have or tools they are missing. You can even put together a quick survey and ask group members their opinion about product / service ideas you have.

Use the input from your audience base to shape the business idea you are developing.

d) Investigate demand.

As you finalize your ideas for a product / service you'll want to see if there are any prospects currently looking for it.

You can do a quick look up on demand using the Overture search term suggestion tool at: http://inventory.overture.com/

To use the tool, you first need to think up keywords or keyword phrases that a prospect would use if he were looking for your product / service. Then enter those keywords into the search tool to see what type of demand exists.

If only a handful of people are looking for a "bird leash" for their parrots you may want to rethink your business idea.

e) Evaluate your own interests.

After looking over the businesses that currently exist, and talking to your audience base about what they want, stop and consider yourself. You are part of this target group too, so ask yourself what you think?

- Would you buy the product / service you're thinking of offering?
- Do you want to sell and promote the product / service?
- Can you develop a unique selling proposition for the product / service?

Remember you are going to have to run the business you start. So make sure you are positive and interested in selling the product / service.

I expect you're curious what product / service we're developing for our futures trader audience, based upon using the above 5 research techniques.

Well you're just going to have to stay tuned to DEMC to find out!

Abbie Drew
DEMC Editor
mail@demc2.com


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2.

Marketing Insights:

* Exclusive *

"Why Should I do Business With You?"
By: Denise Ryder

It's the question that is on the minds of all our customers regardless of what products or services we are offering. Potential customers want to know what makes you so different and why should they do business with you as opposed to one of your competitor's.

Price at one time use to be a determining factor in the decision making process when it came to a purchase, at present that is not always the case.

Our customers are much more informed and savvy when it comes to buying and while they want the BEST deal (I mean don't we all?) it goes much deeper than that. Many have said that they will spend the extra monëy on a purchase because they are getting better care, better customer satisfaction... whatever "better" is in their minds.

"Care, Customer Satisfaction, Service" these are all "values." These values, when visible answer that important question

"Why should I do business with you?"

And these values are what sets you apart from your competition.

Ok, so this is all well said and good, what do you do?

What you need to do is sit down and determine your values. If you have a downline then hey many heads are better than one, set up a training night and brainstorm.

Make a list of ALL the values that set you apart from the competition and the best place to start is why you got into the business or joined a specific program in the first place.

Chances are it's those VALUES that will attract people.

When I say list VALUES, I am not referring to the aspect of a specific company having TUV dollars in assets and it is run by so and so. While that shows company stability they are NOT values. People don't care how much in assets or who the person is - THEY WANT SOLUTIONS TO THEIR PROBLEMS.

If you know what sets you apart from the competition then make it known and visible. Don't keep it a sëcrët, include it in all your emailing campaigns, put them up on your web site. These "values" can be known in the form of testimonials which are an excellent way to set you apart from the competition AND adds credibility because they were written by unbiased sources.

Another thing you could do is include "Your Story."

Explain your situation as to why you got involved with a specific program or why you are in the business you are in. People like to align themselves with "like-minded" people, they want to know that "hey this guy is just like me!"

When you make your values visible you are really setting the "bar" for the competition as well. They have to step up and exceed this bar. They have to work that much harder to keep and attract customers.

From a business perspective which would you rather be??

Make Your Values Visible and make it obvious WHY a person should do business with you as opposed to your competition.

###
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3.

Feature Article:

"Why Isn't Your Website Selling?
The 4 Most Common Problems and Their Simple Solutions"
By: Kevin Nunley http://www.DrNunley.com

We've all been there. We spend countless hours coming up with a concept, a product or service, and finally get our website up and operational. And then what? We wait. And wait. And wait for sales to start coming in.

Perhaps you're just starting out or going through a dry spell. But no matter what stage of the game you're in, if your website isn't selling, your business can't survive.

So what can you do? How do you know what the problem is and how to fix it? Let me offer a few ideas and suggestions:

Problem: Your home page copy doesn't give enough of the story. Copy that is too short or confusing will send people clicking away. People want to know right away what you're selling, how it benefits them, and how much it costs.

Solution: Try selling the product right on the home page, with short descriptions of each product or service. This allows visitors to find the order button easily. Then, you can offer links to more info for each product for those who want to know more.

Problem: Your site is promoted entirely with pay-per-cl1ck. Unfortunately, this method just doesn't work that well for most sites. Nobody quite knows why, but theories range from 3rd world computer sweat shops hired to cl1ck on your link, to software that lets competitors automatically cl1ck your link all day. Whatever the case, it's not unusual to get 1,000 pay-per-click visitors and never make a salë.

Solution: Search engine optimization. If you have a hard time doing this on your own, it might be worth it to hire someone to do it for you. Make sure your keywords are on target and that your site is registered with the major search engines.

Problem: Your only promotion has been a press release. A release is usually a good idea, but it needs to be combined with other forms of advertising. Articles, classified ads, email announcements, and even direct mail are great options for advertising your site.

Solution: Find some ezines that are read by your target audience. Then, place some classified and solo ads in those publications Many whose websites have done very well will swear by this method. Ask a few people you admire which ezines they have had success with, and try some of those.

Problem: Your site is too wordy or too complicated. Believe it or not, too much copy on your site can be just as bad as not enough. How much you need depends on what you're selling, how much explanation is necessary, and what the price is. Sites that simply talk too much or speak in terms average people don't understand are bound to fail.

Solution: Go through your site copy and get rid of unnecessary clutter. Delete redundant paragraphs and cut out the fluff. It might be wise to give brief descriptions of what you're selling on one page, then offer links to more detailed info on another page. Don't try to show off your vocabulary. Explain your product or service on your site in the same way you'd explain it to someone who walked into your store in person.

If people can find your site but it still isn't selling, it's likely that you have at least one of these problems. Once these issues are corrected, chances are your site will become the selling tool you designed it to be.

###
Kevin Nunley provides copywriting that SELLS! From web copy to classified ads, you'll find everything to help your business succeed at http://www.DrNunley.com. Reach Kevin at mailto:kevin@drnunley.com


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4.

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

"The Massive Promotion Technique That You're Missing"

Today's SOHO Help Desk has some great reader feedback. Plus you'll find a good strategy on how to use Ebay to build up your ezine subscriber base.

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

To start us off today, we have two DEMC subscriber questions. I have answered the first question but I would love some volunteers to assist with the second reader's request. Please take a minute to see if you can help out and then email - helpdesk@demc2.com

=== Help Requests ===

Hi,

I was wondering why you use other text for free such as fr*ee and for traffic like traff1c. Is this to stop spam filters from grabbing your email? Should I be doing this as well in my email marketing, and if so, is there a good resource of no-no words?

Thanks,

Gary Gray
http://www.couponchief.com

=== Answer ===

Hi Gary,

Great question - and yes I do use this other text to prevent spam filters from grabbing the issues of DEMC E-Magazine.

I definitely recommend checking your emails against spam filter checkers. 2 fr*ee resources you'll want to use are -
http://ezinecheck.com
http://www.lyris.com/contentchecker/

Good luck with your email marketing!

Abbie Drew
DEMC Editor - http://www.demc.com

=== Help Requests ===

Hello,

Thank you for the ezine .... I have a number of questions about setting up my website can you suggest an expert who will answer . . .I know time is monëy.

Thank you again, .... Ian

=== Reader Feedback ===

Hello,

I applaud your efforts. I found the recent article on RSS feed advertisement especially enlightning and helpful. Keep up the great work!

Theresa Crawford
Totally Theresa's, Inc.
Occasio aegre offertur, facile amittitur
American Handcrafted Fine Jewelry
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== The Massive Promotion Technique That You're Missing ==

From: Dermot Hogan

How would like to have an email list of thousands of people who are looking to buy products related to your website. Do you think could make monëy with that list? Of course you could.

We'll unless you're using ebay to market your business you are missing out on this.

I know this isn't exactly a new idea, but many people think they can't market with ebay because they don't have products that sell well on ebay.

So let's review is a simple solution that ANYONE can use to build there business with ebay.

Just follow these simple steps and you'll soon be getting a constant stream of subscribers from ebay.

1. Create a free offer that's related to your product or website. An ebook, a free course, a free gift etc.

2. Set up your "about me" page on ebay advertising your free offer and add your autoresponder sign-up.

3. Find a product drop shipper who offers a product related to your website

This is easy enough. There are tons of dropshippers available online. Try netdropshipper.com for example.

4. Create an auction selling one of the related products from your drop shipper.

5. At the top of your auction mention your free offer with a link to your "about me" page.

To get the most out of this promotion method you need to tweak your auction headline to get the most possible visitors. You can use ebay's different listing features to make your auction even more attractive to shoppers.

Once you've got this method down you can create multiple auctions like this bringing you even more subscribers.

A quick example of how you could use this:

I own a website that sells a book on how to become a professional DJ.

I have a free newsletter offering advice and I create a free report called "10 Tips To Becoming The Hottest DJ in You Town"

I set up my "about me" page to give away the free report.

I list an auction for some new DJ equipment from netdropshipper.com and advertise my free report on top.

Within a few days the subscribers start rolling in.

Soon after come the salës. It's that simple.

###
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===

Send in your feedback for an upcoming issue. Email your questions, 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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(c) 2005 DEMC All rights reserved

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