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       ** DEMC ** Volume VIII No. 18 **
        The Truth About Email Marketing!
    Serving the Internet Since November 1995

Quote for today:

"The world is all gates, all opportunities, strings of tension waiting to be struck." - Ralph Waldo Emerson _________________________________

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What's In This Issue - Features

1) Editor's Note: "Who Else Wants To Be A Success Story?"
2) Email Marketing Insights: "For Memorable Marketing ... Tell Your Story"
3) Feature Article: "Shawn Casey Interview - How I Succeed on The Internet"
4) SOHO Help Desk: "Secrets to Improve Article Submission Click-throughs"
5) DEMC's - Advertising Information

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

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

1.

Editor's Note:

"Who Else Wants To Be A Success Story?"

My last notes column, on being prepared for potential complaints, prompted another flurry of feedback.

In particular during the course of my communications with subscribers, I was surprised by the negative outlook I encountered. I found both long time marketers as well as newbie marketers, frustrated by their online marketing results.

In my discussions, I bolstered attitudes and encouraged the individuals to stick with their efforts, emphasizing that the Internet and email marketing are far from dead. I thought today, since I expect the individuals I spoke with are not the only ones feeling discouraged, I should share my optimism with you too.

So in response to the question, "Is there any opportunity left on the Internet?" My answer is, Yes. And what I'd really like to say is - Yes!, Yes! Yes!

The Internet is loaded with opportunity. All it takes is an idea and the guts to pursue it!

For example, just last evening, I was speaking with a subscriber, Robert Keys who has developed a tool to create secure encrypted PayPal buttons. (http://paylock.salestipz.com) He's in the process of working to get PayPal to endorse the product and he's diligently contacting webmasters to joint venture with him.

Robert found a need, worked to develop his product to fulfill that need and he's determined to make it work. That is what success on the Internet all about.

I also was reading at eMarketer.com about another recent start-up Internet business founded by Neil Fox. His company PunchLine Network, (http://www.punch-line.net) is capitalizing on the fact that humor is the most popular advertising theme.

Punchline negotiated with New Yorker magazine for exclusive online marketing rights to New Yorker cartoons. Punchline now delivers New Yorker cartoons in permission emails for clients. They match a client's product with a cartoon and deliver it to that client's prospects and customers via opt in emails. So far their idea has been a hit at developing loyalty and sales for their clients.

Every week, I see great ideas like these being created and successfully launched on the Internet. Just read today's "Feature Article" for another inspiring Internet success story. It's an interview with Shawn Casey.

Is every business started on the Internet going to make millions? No of course not, but if you continue to push yourself and think creatively you will find success.

Even if you're frustrated and hearing that others are closing shop on the Internet don't give up. Instead view this time as your chance. Go after the opportunity others are leaving behind.

A great example of this phenomena is Mark Joyner's 'Farewell' package. As you may have heard from other online sources and as I previously mentioned in a note's column, Mark Joyner is leaving Internet marketing.

If you're not familiar with Mark Joyner. He's an Internet marketing giant. He has sold millions and millions of dollars in products and services on the net. Now, he's leaving the industry and selling off his tools, his ideas and his software, including the source code, that he used to build his online empire. You can read all about it here:

https://www.websitelifeline.com/cd_order/salescopy.php?b=DEMC

For the enterprising entrepreneur this is an incredible opportunity. First off, by leaving, Mark is opening up the playing field for others to fill his shoes. What's more he is offering up the online business software he developed along with his knowledge and his resources to help you get going.

Having been in the online arena since 1995, and having spent thousands of dollars and man hours to develop business software to run our sites DEMC.com, SendFree.com and CustomLead.com, I was stunned to see what he's making available.

Here is a situation where opportunity is slapping us all in the face. The question is who's going to take advantage of it and be the next big Internet success story.

Mark's package is a true gold mine. It has everything you need to make an online business run. Just to give you an idea, it includes affiliate management software, email broadcasting software, viral traffic generation systems, customer support systems, resale rights products, revealing interviews and lots, lots more. In fact, for the online newbie, it's probably too much. But everyone newbies and old dogs alike, have got to take a look at his information. It is an incredible testimonial to the power of the Internet.

My advice to you is "Carpe Diem". Don't waste time being discouraged or frustrated. Look around you, the opportunities are out there waiting for you to take advantage of them. And before you know it, you too will have a success story to tell.

Abbie Drew
DEMC Editor
mail@demc2.com

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2.

Email Marketing Insights:

* Exclusive *

"For Memorable Marketing ... Tell Your Story"
By: Kevin Nunley

Email marketing usually focuses on one of two things: tell the world about your special deals OR share useful information you hope your customers will appreciate.

There is one more thing email marketing should do. It should tell your story. Most firms completely miss this opportunity.

Every business and company has a story: how they started, what obstacles were in their way, the moment when they realized the brilliant idea that would change their lives, etc...

Some stories are so inspirational they become part of American lore. The founders of McDonalds and Walmart both wrote best-selling books about how they started their businesses. People love those stories.

Yes, even your business has a story if you think back. But did you know your company story is the foundation of a marketing concept called narrative theory?

The idea behind narrative theory is that, when you tell your story, people will feel closer to you and be more likely to remember you. It instantly personalizes and makes your business memorable.

The human need is so powerful I've seen it work in strange ways. If you or your business becomes well-known and you DON'T tell your story, the public will invent a story for you.

So when do you tell your story? You might use it in a presentation, include a separate page about it on your website, insert your story into a couple of paragraphs in your sales letter, or even post your story on the wall of your retail business for everyone to see. Using company stories is proven to improve productivity, motivate employees, and attract return customers.

Here are some of the types of stories you can tell:

*The Big Idea -- How did you come up with the idea for your product, service or business? Detail the exact moment in a story, including how you felt, the people who were involved, and what came of the idea.

*The Cinderella Story -- Did you start at the bottom? Were you the most unlikely person to succeed with your own business? Tell us how you went from scullery maid to belle of the ball.

*I Will Survive -- What obstacles did you overcome to get to where you are now? Tell us how you survived against all odds.

*I Need a Hero -- Did a good deed help you establish your business? Maybe you instigated your business by helping out the community. Maybe there was a noble cause behind your business startup.

"But my story isn't anything special. I'm an ordinary person," you say. I'll bet there is plenty about you that IS special. A professional PR person could sit with you, listen to all the mundane details you could tell her, then pick out useful features that could be BUILT into a good story.

I'm not saying fabricate your story, simply pull together the parts of your experience that fit into one of the story models above.

Then tell your story every chance you get. Put it in a press release on your web site as Jim Daniels did at http://bizweb2000.com/howiquit.htm . Tell your story in a paragraph at the end of each of your newsletters. Provide a link to your story in your solo ad copy.

###
Get Kevin Nunley's top-notch writing for your web site, sales letter, or press release. Then watch your sales grow! See http://DrNunley.com Reach him at mailto:kevin@drnunley.com or 801-328-9006.

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3.

Feature Article:

* Exclusive *

"Shawn Casey Interview - How I Succeed on The Internet"
By: Cort McCadden

I'm so glad to be back in the saddle interviewing the movers and shakers of Internet Marketing!

This time we have a real professional that has become a household name - Shawn Casey!

Cort: Shawn, when I first saw your name on the Net several years back I thought I remembered something to do with Real Estate.

Shawn: I was the CEO of Ron LeGrand's company - Success Development International - and I've spoken across the country at real estate conferences to his customers and those of Carleton Sheets and Russ Whitney. My focus is asset protection and tax planning; however, I escaped the practice of law in 1995.

Cort: So how did a very successful attorney get involved in Internet Marketing?

Shawn: After I left the practice of law, I was the CEO and Vice Chairman of Success Development International (SDI) - a leading provider of educational materials and training resources to entrepreneurs. I left in 1999 to pursue other ventures, primarily on the Internet.

Cort: Shawn SDI was honored by Inc. as one of the fastest growing companies in the USA both in 1996 and 1997. So you gave up all of this to pursue Internet Marketing. Why?

Shawn: First, the opportunity is amazing. You have so many choices of ways to make unlimited amounts of money. And we're just seeing the beginning of the Internet's growth. Last year, I sold 42,292 copies of an ebook to customers in 118 countries. The global market is huge and, thankfully, many of them read English.

Second, I'm never bored. I have the attention span of a gnat so I love the Internet because it offers something new and exciting every day.

Third, I can't imagine a way to have more fun, help more people and make more money. Yanik Silver and I were talking last week about how unbelievable this business is. We get paid incredible amounts of money to have fun.

Cort: Shawn, as you mentioned, the opportunities are unlimited. So what would you tell the "newbies" entering the world of Internet Marketing?

Shawn: Primarily, stop thinking and get started doing something. Anything. Go out and make some mistakes and get your nose bloodied (metaphorically speaking, of course). It won't kill you. You'll learn a lot and make some m^ney. Have some fun. Then, you can build on that experience.

The biggest mistake that people make is just sitting around thinking about what they should or should not do. Just do it.

The second biggest mistake is not learning as much as they can about the Internet and marketing. Everyone wants the magic pill - just take this pill and tomorrow you'll be successful. Sorry, it doesn't work that way.

But, there are lots of shortcuts and some great teachers online to show you what to do and what not to do. Learn from them and put what they teach into practice.

The third biggest mistake is quitting on themselves. I get email almost daily from people that tried something that didn't work. So, they quit. Never going to take a chance again. And, they're miserable because they really want to try, but they won't let themselves.

Let me share something with you: I know an old guy who bought stock one time back in the 1950's. Invested $2,000. The stock went down and he lost half his m^ney. He never bought stock again on the theory that all brokers were thieves and they'd just steal his m^ney. Instead, he "invested" his m^ney in bank accounts where it would be safe.

Over the next 4 decades, his business made him a million or two, but he missed out on another million or more he would have made if he invested in the stock market.

Go into a retirement home and interview the residents. Ask them what they regret most. Can you guess what the number one answer is?

They regret the things they never did. You need to take their perspective at the later stage of life and apply it now.

Cort: Shawn, just the other day as was predicted even by my editor, Congress has started investigating Spam and its ramifications. How do you handle the problems that are occurring due to Spam filters?

Shawn: I know that sales messages trigger Spam filters. I tested sending boring "non-sales" messages. The results were horrible. The results from the sales messages even after getting blocked are still far better than the alternative. I just try to avoid obvious trigger words.

While the responsiveness of my subscribers has fallen, email marketing still has the best ROI for the time and money spent.

Cort: Many Internet Marketers are getting caught up in HTLM Email? What are your thoughts?

Shawn: My tests don't show a greater response with HTML email even though it's much prettier to look at. Second, you have to spend more time formatting it. According to my friend that manages a database with millions, HTML rarely outperforms text to their lists.

Cort: Finally here is my favorite question that I like to ask: If you were starting all over again what would you do differently?

Shawn: When I started my company I went looking for the Internet experts that were successful and were sharing the info that made them successful. Most of the people I found were fakers and scam artists.

I knew some people were raking in the cash so I studied what they did right and wrong. Then, I took what I learned and put it into action. I kept testing, tracking results and refining my methods.

Today, you can start with a tremendous advantage because you have access to so many successful Internet marketers who are willing to share their strategies. Yes, you do have to pay for that access. But, the investment will pay you back forever.

Don't bother asking who I recommend because I recommend everyone. I buy everything and devour the information. I've got bookshelves jammed with information on the Internet and marketing. I've got more in storage. I spend thousands each year going to seminars. I'm spending $4,000 this week to send two key staff members to get more training.

If I were starting over again now, I'd grab everything I could afford from a solid Internet marketing expert. I'd lock myself in a room for a few days and devour the information. I'd leave that room with a plan and I would immediately start to implement that plan.

And I'd keep working relentlessly every single day to make that plan a reality.

Our thanks to Shawn Casey and make sure and check out http://www.mininggold.com .

###
Cort McCadden has been a contributing writer to Money Makers Monthly and Direct Sales. Currently he is fulfilling his James Bond fantasy by producing SpyFest 2003 aboard the Queen Mary.
Check it out at http://www.spyfest.org

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4.

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

"Article Submission Tips"

Today's SOHO Help Desk offers 4 great tips to improve the results you get from the articles you submit to ezines. Plus you'll find a couple of new questions from readers looking for your help and input.

Take a minute to review the questions below and then email in your advice, thoughts and opinions. Send your response to - mailto:helpdesk@demc2.com .

Thanks in advance for sharing you small business expertise.

=== Help Request ===

From: David

When you send a business proposal to an ezine publisher, and you have not subscribed to his/her email list, would this constitute spam?

David

Send your answer to: Mailto:helpdesk@demc2.com

=== Help Request ===

From: Ketura Wisdom

I wanted to know if someone could address this issue.

Which pay per lead acquisition is better? Pay per click or Pay per leads. One is definitely cheaper but could you shed some light on what factors to consider to make the best decision?

Ketura Wisdom
Creator of the Free Marketing Directory.
Get your free copy http://free-leads-and-training.has.it

Send your answer to: Mailto:helpdesk@demc2.com

=== Article Submission Tip ===

From: Sharron Senter

"Secrets to Improve Article Submission Click-throughs"

I've discovered some secrets to improving click-throughs from submitting expert articles online. As you know, submitting articles to ezine and web site editors can drive qualified leads to your web site. I personally define a click-through as an article reader who visits my web site and signs up for my free Small Biz Survival marketing tip ezine. Your definition may differ, such as a reader who emails your autoresponder for your free report on, "7 Steps to a Clutter Free Kitchen." Either way, it's a click-through and the beginning of a relationship that'll generate revenue for your business when cultivated.

Secret #1 -- Make it Seasonal
When I submit an article that's seasonal more editors not only publish it, but use it as a feature article. An ezine editor knows that quality content equals improves readership. One trait of quality includes timeliness of information.

For example, I recently submitted an article to several ezine editors and article submission web sites called, "Small Biz Spring Growth Tactics." I saw a 17 percent improvement in click-throughs compared to an article I submitted a month prior called, "Small Biz Build Sales Using Image Tactics." My most significant content change was to focus on a current event, i.e., springtime. All I did was spend a little extra time tweaking my marketing strategies with springtime themed examples.

Secret #2 - Spill Some Secrets
Let's face it; if you don't have anything interesting to say, who's sticking around to read your bio? Quality content is crucial to improving click-throughs. What do I mean by quality? I'm talking about tactical information -- concise and thorough do-it-yourself directions about your expertise.

To accomplish this you must disclose three or four secrets. Your trade secrets lure your prospect. Begin with your most powerful secret and sprinkle others throughout your article until your reader can't resist uncovering who's the expert behind this truly helpful article.

Secret #3 - Use Names in Headlines
Some authors get bored and try to jazz-up headlines by making them funny or cute. Why make editors and readers go through the extra step of dissecting your headline, when you can simply tell them what your article is about? I encourage you not to be cute. Your prospects will hunt until they find an interesting, to-the-point headline.

Instead, try these two strategies to create an effective click-through headline. One, use your target audience's name. I frequently use the term "Small Biz." I want readers to know immediately that if they're a small business owner, I have some helpful information for them.

Two, state the benefit in your headline. I use "improve sales" or "affordable new customer tactics." Each time I submit a new article I'll use "Small Biz" in the headline. I may change the headline to address a specific benefit, but my target audience always remains the same. And they're NOT going to remember that Sharron Senter used "Small Biz" in her previous headline. If I could be so lucky....:-) Before publishing your article ask yourself, "Will my audience know I'm speaking to them and what I'm about to say? If the answer is no, then you're asking readers to take a leap of faith at the exact moment they're being bombarded by hordes of competing articles. Now that's audacity!

Secret #4 - Be Focused
I find the more focused my articles are, the more click- throughs. It's imperative to pick one very isolated topic and write about it in detail. For example, if you're an organizational consultant, don't just write about how to get organized; rather, try "10 Minutes to Closet Organizing Bliss," or "Ladies, 3 Hidden Places to Store Every Shoe."

Make your articles timely, packed with information and readers will visit you.

Sharron Senter
A New England-based marketing consultant, writer and speaker who specializes in helping small and home based businesses make more money while spending very little using affordable marketing tricks and maneuvers. She's well known for her free weekly marketing tip ezine, Small Biz Survival. Learn more at http://www.sharronsenter.com

===

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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