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       ** DEMC ** Volume VIII No. 29 **
        The Truth About Email Marketing!
    Serving the Internet Since November 1995

Quote for today:

""Success is living up to your potential. That's all. Wake up with a smile and go after life ... Live it, enjoy it, taste it, smell it, feel it.
         - Joe Knapp

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What's In This Issue - Features

1) Editor's Note: "What Goes Around Comes Around"
2) Email Marketing Insights: "How Long Should Your Email Copy Be"
3) Feature Article: "4 Steps to a Profit Making List"
4) SOHO Help Desk: "How to Get A High Ranking on Google"
5) DEMC's - Advertising Information

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1.

Editor's Note:

"What Goes Around Comes Around"

I can't believe it. Anti-spam groups are under serious attack, their sites are being shut down.

While I'm no fan of spam, neither am I a fan of anti- spammers. Spam is a BIG time waster. What's more spam has lead to the development of email filters, which cause all sorts of email delivery trouble. But as I noted last week despite the nuisance spam causes, Double Click's recent findings indicate email marketing remains powerful and effective. And spam has never threatened to destroy our business.

Anti-spammers on the other hand have been a plague to legitimate businesses. On more than one occasion anti- spammer organizations have put my business on the edge of extinction. A few accusations or a trouble maker falsifying some sign-ups and suddenly the anti-spammers have had me labeled, pigeon holed and guilty!

When the anti-spammers have you black listed, your business is on the ropes. You're fighting to prove your innocence and save yourself from termination by your ISP. If you've ever been accused of spamming, you know the stress and fear it can cause. If you've never been accused, be thankful because you may not have to undergo the biased trials many of us have faced.

Over the summer anti-spammer black list sites have been under attack from worms and distributed denial of service (DDoS). The result of the massive data strikes against anti-spam sites is causing some of these sites to close. Most notably the main host of the well known black list, Spam Prevention Early Warning System, also known as SPEWS, was shut down.

The main host of SPEWS, Osirusoft.com, operated by Joe Jared was forced into pulling the plug during the last week of August. Jared, who received criticism for failing to give a warning before shutting down, was quoted as saying "I had to shut it down to protect my livelihood," he also noted how the attacks had already cost him $10,000.

Other free black list site operators when interviewed about the attacks, have complained how the attacks are effecting more than just their online business. They've said anyone associated with their sites and services as well their ISPs and upstream providers are being hurt.

Bigger anti-spam players, like Spamhaus.org and SpamCop.net, have also felt the attack. So far they have been able to withstand the saboteurs hits but their comments indicate it has not been easy. Julian Haight, president of SpamCop told a reporter his site has been knocked offline intermittently by the attacks and that it will cost about $30,000 to set-up a network that can hold off such assaults.

The anti-spam site operators in interviews about the siege state their belief that the DDoS attacks and worms originate from a spammer. They also lament that they've reported the attacks repeatedly to the FBI, but nothing has been done.

No one it seems cares that the anti-spammers are being bombarded and knocked offline. In fact, upon reading the stories about the anti-spammers' woes, I had to refrain from popping open a bottle of bubbly. (I thought that it really would not display good form to celebrate another's troubles.)

But honestly, I can't say that there are too many small businesses feeling sorry for the anti-spammers. I've experienced myself, as well as heard, the stories of grief that they've caused. In every occasion the anti-spammer has displayed much arrogance in their dictate of guilty, costing many businesses thousands and forcing some out of business all together.

And now the anti-spammers are experiencing the same treatment. They're struggling to stay in business and they're looking for help and assistance. I think, however, they'll find little support and compassion in the Internet community from other businesses.

As the old saying goes, "what goes around, comes around". Anti-spammer organizations have been hurting legitimate online business for years and now they're on the receiving end of an unfair attack.

Abbie Drew
DEMC Editor
mail@demc2.com

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2.

Email Marketing Insights:

"How Long Should Your Email Copy Be?"
By: Kevin Nunley

Marketers are constantly haggling over how long email copy should be. Do you keep the message super short, or draw the pitch out for 300, 900, or 3000 words?

Unfortunately, looking to the long history of print sales letters doesn't do us much good. Email is different. Email arrives in a mass of messages that require your prospect to start clicking the delete button immediately. Not only is it super simple to drag an email into the trash, it takes very little effort. Any message that seems confusing, looks boring, or will take too much time to read gets zapped.

A recent study of how people read their email showed the shortest messages got read 87% of the time. The messages that did best were no more than a paragraph or two long.

Does that mean you should make all your emails brutally short and to-the-point? Not necessarily. Your copy will do best if it is as long as it has to be to:

- Give the prospect enough information to want to buy or at least find out more from your landing page.
- Get the prospect's emotions involved in your product or service.
- Show the prospect how your product or service can benefit their situation.

Some products and services just demand longer copy. For example, people don't need much motivation to buy a software program for $9.95. But they want lots of facts, benefits, and motivation before they'll pay $345 for a software package.

Could you sell a fine car with a two-paragraph email? I doubt it. But don't get carried away and make the message one word longer than it has to be. Copywriters have known for generations that good, personal, compelling copy gets people to read and read and read.

Pay particular attention to your subject line AND email address. Those are the first things people see when your message arrives. Your email address should engender confidence, familiarity, curiosity, or excitement. I've written a lot of articles that appear on web sites all over the Net. The best thing my email address can give is my name: kevin@DrNunley.com.

Your email address might work best with YourName@; or service@; or GreatDeals@.

Copywriters have also known for years that a great headline will make people read longer copy. The longer your copy, the more time you should spend making sure your subject line and main copy headline are as compelling as they can be.

Keep your sentences short and action-filled. Start sentences with action words like: Click to my site, Save time now, or Jump into this new look.

Be sure your email copy lists the major features and benefits of your product or service. Never leave the reader confused or in the dark in an effort to keep your copy shorter.

###
Kevin Nunley has written email and web site copy for thousands
of businesses. See his copywriting tips and professional writing
service at http://DrNunley.com
Reach him at kevin@drnunley.com or 603-249-9519.

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3.

Feature Article:

* Exclusive *

"4 Steps to a Profit Making List"
By: Denise Ryder

It's amazing how something so simple can be overlooked. Perhaps it's because we keep looking for something to be hard; thinking wow, this is way too easy... there must be a catch. But, after reading through today's column, you will have a step-by-step plan on how to use a simple freebie to start building your own golden list!

What you are going to do today is set up a simple process that will yield several profitable results. With today's column you will use one tactic that will give you the power of:

1. Viral Marketing / Leveraging
2. List Building
3. Exposure
4. Trust and Rapport

All right, let's move out.

Step 1 - Viral Marketing is when you have something that you are giving away (or selling) that has YOUR links, name, site address inside. You give this item away to others, who give it to others, and so on. It spreads through the net like a "virus" but, in this case, a very good virus.

The idea here is that YOUR NAME and links are laced throughout the eBook, as an example. Which means YOU are getting exposure by giving this eBook away to as many people as possible ... more people than you could possibly reach on your own.

Do you see how that works and understand the full power behind it?

To use Viral Marketing you need something of "value" to give away. "Value" is the key word here. Something that will "help" your prospect, something to which they will say "yes," you have PERMISSION to send me this." So, look through your "stuff" and find that "of value" Report or eBook to give away.

If you don't have something you feel is appropriate, here's a freebie for you: Help yourself to a copy of "How To Turn A Simple Sign Up Process Into An...Unstoppable Income Stream." Just click on: http://www.profitspace.com/book.html

When you are looking through your "stuff" make sure not to choose something that everyone and their dog has given away already. Things like umm, "33 Days to Online Profits," Autoresponder Course...stuff like that has been kicking around for a while so, chances are, people will already have it, which means your "of value" just isn't" of value" anymore.

Now, with your item, you NEED TO SPEND a little here. If customization rights are available, where you can pay money to get YOUR NAME, LINKS and/or SITE ADDRESS put into the book or report, DO IT!

Here's why: People will give you permission to send them your eBook/report, but if your information isn't inside - reminding them where they got the eBook -- then your power of viral marketing and exposure just left (did you hear that door of opportunity slam shut?). Also, when they send it out to "their people" and so on, you have lost out totally.

By NOT spending the money to get your own information in that eBook or Report, you have just taken YOUR marketing efforts and it has benefited the person you got the book from. IT'S DONE NOTHING for you because, after they take that book from you, NO ONE KNOWS you exist...because you aren't in it.

I don't know how to make that any more clear for you. Many people do this AND IT IS THE BIGGEST MISTAKE they are making. DO NOT GIVE AWAY anything unless it has YOUR BUSINESS and contact info inside. Otherwise you are marketing someone else besides you...and, why would you want to do that?

Step 2 - You need to get something out of this. You have your eBook/Report with your name and site address which is great, but...you still need to get more. Your next step is to keep building on your own list. You have something of value to give away, but you want to be able to follow up with the people who request your "something" so that you can build trust and rapport with them.

So, you set up a web page. Yes, even for a free offer...it needs a home. Through that web page you are going to describe the eBook/Report, so that people will get a better understanding as to what it is about. If they know what it is about, then they will know if it is of value to them and will, of course, say "I need this in my life" and give you permission to send it to them.

You've gone through and described the eBook or Report and they want it. At the end of the page you say, "This eBook is yours completely free when you become a member of my.... xyc List."

Or you could say when you subscribe to my ... xyc newsletter.

Or you say when you subscribe to my ... xyc tips/.

Fill in whatever it is that you are sending out on a regular basis...BUT MAKE SURE whatever they need to sign up for is good, quality value, because if all you are going to do is blast with them pitch after pitch, you are going to shoot yourself in the foot. They'll smell pitch in the wind and bolt on you so fast...you won't know what hit you.

Here is an example of my webpage: http://www.profitspace.com/book.html

Now here's an example of a webpage with a goal that is totally different from promoting a free eBook. It is what you might do if you were going to get people to subscribe to a tips list or to a newsletter. You change the pitch on your signup form to read something like this:

"How to Turn a Simple Sign Up Process Into An... Unstoppable Income Stream" is yours free when you become a subscriber of (My Ezine)

Where the (........) brackets are you just replace that with whatever you want the person to subscribe to.

--Side Note--
If they don't sign up, that is ok. You ONLY WANT people who are in serious need of your eBook/Report. You don't want to waste your time on people who are out on a free thing scavenger hunt. ----

Step 3 - you have your autoresponder all set up providing the download link. Of course you can use this as an opportunity to promote an EXCLUSIVE SPECIAL OFFER (pssst just like the Unstoppable eBook describes).

When a person signs up to receive this eBook through the web page, two things happen:

Thing Number 1 - they are sent a message from an autoresponder that says something like this...

---------------------------------------------------------
How to Turn A Simple Sign Up Process Into An
Unstoppable Income Stream$
---------------------------------------------------------

Hi Denise,

Thank you for taking the time to read about our latest eBook.

Here is the download you requested. WARNING before you click: This will be like removing the plug from the dam. Money will flow! To download "Unstoppable" please click here: http://www.profitspace.com/xxxxxx

The file is approximately 428k and should take about 5-10 minutes (if that) depending upon your connection.

Psssssst -- Hey, while you're waiting, here's a question for you: Do you have your own in-house list yet? Did you know that the ONE thing that ALL the guru's agree on is the fact that, in order to succeed online, you absolutely must have list? It's so true. Not having a list is eBusiness suicide... because let's face it... You can't market to a ghost!!!

So, while your new ebook downloads, slip on over and read all about The Marketing Brief (http://www.profitspace.com/brief/index.html)

It's the unique new list building program that can quickly and easily put you into guru territory. There is no reason for you to be without a list of your own!

Enjoy your download and DON'T leave it on your hard drive to collect some form of cyber dust. Crack that puppy open, read it and apply it. You can also give it away as a "thank you" or "just because" and share the wealth with your fellow emarketers.

Take care and best of luck with your eBusiness!

Sincerely...

Denise Ryder Your Marketing eCoach
Phyllis Schwartz Your Copywriter Guide
-----End of Example

Thing Number 2 - after they click the button "Send Me my eBook Now" they are bounced to a "Thank You" Page.

The "Thank You" page is basically the same as the page that is sent by the autoresponder, without the download link. Note, though that I have a Special Offer promoting The Marketing Brief.

Step 4 - you gain exposure by promoting the free ebook page specifically. If you are a member of the traffic generating programs, then include that page in your rotator. If you are doing any sort of ad swaps, add that page within your ad swap.

Take a sign up process to a whole new level -- "For my free ebook, click here." You can even do it for your classifieds. Remember, we have said it is a lot easier to get people to see a free eBook or Report than to get them to buy something. Give them the eBook and then follow up with good solid helpful info. Promote your page in any of the forums you belong to. If you belong to an affiliate program, drive your members to your page. There are all kinds of ways to promote your page!

In the beginning, I mentioned that this one tactic will kill many birds with one stone and give you the power of:

1. Viral Marketing / Leveraging
2. List Building
3. Exposure
4. Trust and Rapport

Viral Marketing/Leveraging is fully covered because you have spent the extra bit of money to have YOUR information promoted in whatever you are giving away.

So, each and every time that eBook is opened, YOU are there. If they give that very same book away to others...YOU are in their copy -- unless, of course, they decide to customize the book themselves. If they don't see the potential, as you have today, and don't bother to spend the money to customize the book, then of course their marketing efforts are helping YOU because YOU will be in the book they give away.

The POWER of Viral Marketing and Leveraging is out there working for you.

List Building comes into play here because you need to get something more out of your marketing effort. You are giving away this eBook for the price of subscribing to your LIST...whatever that LIST IS. It could be your newsletter, or your tips list -- it could be anything. BUT IT MUST BE something of value so that they will subscribe. Remember, if they smell a sales pitch coming, they will bolt.

The POWER of List Building is working for you as well.

Exposure comes when you start to promote that page. If you belong to an affiliate program, I would use this as a means to break free from the rest of the herd and use this as an incentive. I gave you some good, solid ideas above and a real live example. I am using my page and promoting it to various forums. If it is a new group I just joined, then I am writing my Intro to the Group and using it as a gift. My subject goes something like...

"My proper introduction and I come bearing a gift..." They read my intro and, of course, because it is a gift, then they will go and check it out.

The POWER of Exposure is working -- in all the people who get your copy of the eBook with YOUR INFO in it and, of course, in the marketing you do to drive people to that page. Plus, again, if they don't customize the book you gave them, but give it away as is, that is free exposure for you ... how cool is that??

Trust and Rapport come in the form of the material you are giving them. Your download should be good, quality information and NOT hype. When you are asking them to subscribe to your list...then of course your list should follow suit. Good quality information, to build trust and rapport. It cannot be emphasized enough. When you have the trust and rapport, your recommendations will be followed.

It is a process, not a get rich tomorrow scheme. But you know, when you have the trust and rapport and not pitch, people appreciate you.

Today, we have gone through a simple, anyone can do, 4 step process with examples to show you how to use a freebie to build a list.

All you need is a web page, which basically takes no special skill to design, and an autoresponder that you can get through http://www.sendfree.com.

Even the download I mentioned above is available to you to use. You can request a free copy of it here: http://www.profitspace.com/book.html

Through DEMC you have the tools and the means to start yourself on the road to building a list. Apply what you have learned today and start building a list for yourself ;o)

###
Denise Ryder is a Marketing Coach and publisher of ProfitSpace Newsletter. She writes from her home office in Northern Ontario, Canada. Did you know that NOT having a list is eBusiness suicide? If you are struggling with building a list of your own, then you need to read about The Marketing Brief. Run don't walk to: http:www/profitspace.com/brief/index.html

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

"How to Get A High Ranking on Google"

Today's SOHO Help Desk is from a guest contributor to DEMC E-Magazine. Jerry Minchey is a long time student and practitioner of search Engine Optimization. He has put together a tip on how to improve your site's ranking in Google.

If you have a valuable tip, promotional idea, question or answer 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

=== Google Ranking Tip ===

From: Jerry Minchey

"Use the Ugly Duckling technique to get high ranking on Google and watch your Internet sales skyrocket."

Whether you want to start a business and sell on the Internet or you're an old pro and want more Internet sales, here's the easy way to do it.

To get the most sales on the Internet you need to have a high PageRank on Google. One of the common techniques everyone uses (or tries to use) to get a high ranking on Google is to convince other websites with a high Google PageRank (PR) to link to them. Here's what's wrong with trying to get 500-pound gorilla websites to link to you.

The Google algorithm for calculating PageRank says that the amount of PageRank a page has available to pass on to each page it links to is the PageRank of the page divided by the number of outgoing links.

For example, a page with a PageRank of 4 with two outgoing links would pass on 2 units of PageRank with each outgoing link. But remember . . .

PageRank is the rank of a PAGE . . . NOT the rank of a website.

Even if a website has a PR=8 for its home page and the webmaster agrees to link to you, they'll probably put the link to your site on their "Links" page which may have a PR=1.

After all, the Links pages on most websites never have a high PR. Even worse than that, they may have 50 to 100 or even 200 outgoing links on their Links page. What does a PR=1 divided by 100 get you?

Also, Google likes links from pages with on-topic content. Even if the website that's linking to you is about the same general topic as your site, their Links page probably doesn't include many (if any) words about the topic.

I think you are beginning to see why links from the 500- pound gorillas may not be as valuable as most people think they are.

Now consider the Ugly Duckling technique for getting a high PageRank.

We've all heard about the so-called Ugly Duckling that turned out to be a beautiful swan. Likewise, Ugly Duckling websites are websites that no one else is interested in . . . yet. Links from these new or low-ranked websites could be great even if they only have a PR=1 or PR=2.

Here are several reasons why Ugly Duckling websites are valuable.

1. First, it's much easier to get them to link to you. You could soon have a LOT of incoming links.

2. You can probably convince them to put your link on their HOME page.

3. They usually don't have many outgoing links meaning that a link from them passes on a lot of PageRank.

4. Unlike Links pages, the Ugly Duckling's Home page will have a lot of on-topic keywords making it a valuable link for you in the eyes of Google.

5. It's usually easy to get the Ugly Duckling websites to link to you using your keyword phrase in the links. Incoming links that don't include your keyword phrase don't help you much with Google or most other search engines.

6. Ugly Duckling websites (that are good websites) are NOT going to stay Ugly Ducklings. Their PR will be increasing.

Here's how a link from an Ugly Duckling website could give you 10 times more PageRank boost than a link from a 500-pound gorilla website.

Let's do the math. A link from an Ugly Duckling page that has a PR=2 and has 5 outgoing links (one of those going to your site) would give you a PR boost of 2/5=0.4. A 500- pound gorilla page with a PR=8 and having 200 outgoing links would give you a PR boost of 8/200=0.04.

That's 10 times more PageRank boost from the Ugly Duckling website.

Jerry Minchey
Editor of the new website, http://www.SearchEngineU.com which is dedicated to showing search engine beginners how to achieve high ranking on Google and other search engines.

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

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