Internet marketers are always looking for new ways to build their e-lists quickly and at an affordable cost.

Let me tell you about an under-used, non-obvious technique for adding new subscribers to your opt-in list.

Using it, I added 982 new subscribers to my e-list in just a few days—and these were buyers, not just prospects.

What I did is to create an e-book with broad appeal to my major markets, which are copywriters and Internet marketers.

In case you are curious, the title of the e-book is “Writing E-Books for Fun and Profit” and you can see the landing page at www.myveryfirstebook.com.

I also priced it to sell. The cover price is $59. But for a limited time, it is available from me for only $19—a discount of $40 off the regular rate.

Then I approached my affiliate with the biggest list and asked if they wanted to offer my new e-book to their subscribers.

Here’s the twist: instead of offering them the usual 50% commission, I told them they would get 100% commission.

That’s right. They’d keep all the money.

It worked like a charm.

My affiliates thought the e-book would appeal to their list, which makes sense, because they target some of the same markets (copywriters, Internet marketers) I do.

And with a 100% commission, they had a bigger-than-usual financial incentive to offer my e-book to their list.

So they sent a solo e-mail blast to their subscribers on a Thursday.

The e-mail they sent had a hyperlink that goes to my landing page for the product.

It’s a special affiliate hyperlink so we can track the source of the orders.

So what happened?

4 days later, by Monday, we had almost a thousand orders.

The affiliate was happy because they made nearly $19,000 on the deal.

Their subscribers were happy because they got a great e-book worth $59 for only $19.

And how did I win?

Since their subscribers bought the e-book directly from me, I added 982 new subscribers to my online list.

You could argue that by not collecting my usual 50% of the sale, I gave up $9,500 in profits.

But not really, because if I had not given 100% commission as an incentive, this affiliate, who owns a big and profitable list, would not have sent an e-mail promoting my product to their readers.

My out-of-pocket cost to fulfill these 982 orders was virtually zero, because the product is a downloadable PDF file.

Best of all, these are top quality subscribers I added to my list.

Unlike most list-building techniques, which add names to your list through free offers, here all the new names added to my list are buyers, not prospects—they’ve already spent $19 with me.

And buyers are always better than inquirers (those who join as a result of a free offer).

The lesson is threefold.

First, if you want affiliates and other online marketers to promote you to their lists, you have to make it financially worth their while to do so.

For a $19 product, a 50% commission means the affiliate gets only $9.50 per order.

That’s just too little to compensate them for the slot in their e-mail schedule you are asking them to give up to promote your product.

However, a 100% commission on a $19 product is equivalent to the standard 50% commission on a $38 product.

That’s still a relatively modest profit per order. But apparently, it was sufficient to get my affiliate to go forward with the promotion.

Second, price the product low. If you attempt this technique with a high-end product, you’ll get fewer orders—and add fewer new names to your e-list.

Third, create a product with broad appeal for this 100% commission affiliate deal.

That way, you capture the maximum number of new names from each affiliate’s mailing list.

Why is this technique of offering affiliates 100% of the sale used so infrequently by Internet marketers?

It’s psychological: even though you know it makes sense, writing that big commission check to your affiliate is painful.

But it really shouldn’t be. It costs you nothing out of pocket—revenues from product sales cover it 100%. And you added all those new subscribers without paying a dime for online advertising.

One other tip: on the landing page for the product, state clearly that $19 is a special time-limited offer, and that once it expires, the price will go up.

This gives visitors an incentive to buy now and not put it off, maximizing your conversion rates.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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One of the easiest and most effective ways to generate more leads and orders from your marketing is to offer, as a bonus, a free special report.

But be careful of this hidden danger: your prospects already have too much to read and don’t really want a “report” per se.

What they seek is valuable content that can help them solve a problem, do their job better, or make more money.

If they think your free report can deliver some of that, they’ll respond to your e-mail or sales letter just to get their hands on it.

So how can you transform a ho-hum offer of yet another “free report” into a compelling free content offer that sends your response rates soaring?

The most important factor determining the desirability of your free special report is the topic: does it cover something your prospects need or want to know?

Great topics for free special reports include tips, predictions, news, interpretation, analysis, case studies, and discussion of a controversial issue.

Example: a newsletter publisher found that its most popular feature was the monthly “You Be the Judge” column summarizing a court case and challenging the reader to guess the outcome.

Subscription rates skyrocketed when the publisher began offering a “Best of ‘You Be the Judge’” compilation as a bonus to new subscribers.

I’ve found that anything having to do with making money works well as a free information bonus.

For instance, a newsletter published, as part of its subscription, an annual salary survey of the industry it covered.

When we offered reprints of last year’s salary survey to new subscribers, orders for new subscriptions increased 25%.

Giving your free report an attractive or compelling title also helps boost response rates when offering it as a premium.

During the Clinton years, the American Spectator offered a special report “Inside the Clinton White House” (that may not be the exact title; it was years ago and memory fades) free to new subscribers.

Since so many marketers offer free reports, you may stand out by offering free content in other media; e.g., audio CDs, videos, software, online tools.

Here’s a way to quickly and easily create an effective information premium: promote a paid tele-conference to your list and record it.

Then duplicate it on audio CD and offer that as a bonus. If you charged $79 for the teleconference, you can legitimately say the CD has a value of $79.

That’s important, because the higher the perceived value of the free bonus, the greater the demand.

If you use free special reports as information premiums, put a price in the upper right corner of the front cover of each report.

Set up a reports library on your website where visitors can purchase the reports for that price.

That way, when you give them away as free bonuses and specify the value, you can legitimately say: “This report sells for $29 on our website, but reply today and it’s yours free.”

Here’s a gimmick that works well: instead of using an 8½ by 11-inch page size, make your report digest size (5½ by 8½-inch page size).

Let’s say the report is tips about leadership. Print the title on the front cover in large reverse type—white letters on a black background—and call it “The Little Black Book of Leadership Secrets”.

Both “secrets” and “little black book” create an aura of importance and exclusivity that makes people want the booklet.

If you want the free booklet to build your image as a thought leader in your industry, consider publishing it as a small paperback book.

Then, when you offer it free in your marketing, you can position your company as “The Folks Who ‘Wrote the Book’” on Topic X.

If you sell to the federal market, government employees are not allowed to accept free gifts worth more than $25, so the price on your free book or report should be $24.97.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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The other day, one of my online subscribers, CR, complained about the e-mail marketing of a famous Internet marketer.

“I unsubscribed from his list,” she told me haughtily. “As soon as I joined, I got e-mails from him once or twice every day and there’s no one I or anyone else needs to hear from that much.”

That begs the question: how frequently can you e-mail your online subscribers?

Or: how much e-mail is too much?

People have lots of opinions about this issue, which they support with arguments that are both passionate and logical.

The problem is: their opinions are wholly subjective.

The fact is: there’s an easy way to objectively and accurately determine the optimal e-mail frequency for your online subscribers.

How does it work?

Well, every time you send another e-mail blast to your list, a small portion of your subscribers will opt out of your list.

Why?

They decide that your content is no longer of value to them or you are doing too much selling or they don’t like your style or you are e-mailing them too often.

The “opt-out rate” is a Web metric that you can measure: the percentage of online subscribers who unsubscribe from your list per e-mail blast.

A 0.1% opt-out rate means that if you have 10,000 online subscribers, 10 unsubscribed after getting your most recent e-mail.

When your opt-out rate is around 0.1% or less, you can rest assured that you are not sending too many e-mails to your list too often.

If you were, the opt-out rate would be higher.

On the other hand, when your opt-out rate gets much above 0.2% to 0.4%, you are losing subscribers at too rapid a rate.

For instance, if you have 10,000 subscribers and an opt-out rate of 1%, you lose 100 subscribers every time you send an e-mail to your list.

You should measure and keep track of your opt-out rates with every e-mail you send.

Adjust your e-mail frequency, ratio of sales pitches to content, message length, and topics until your opt-out rate hovers around 0.1% to 0.2% or less.

Now, watch what happens if you increase the e-mail frequency—for instance, go from one e-mail per week to two e-mails per week.

If you get a sharp upward spike in the opt-out rate—double or more—your subscribers are telling you they don’t want to hear from you that often.

And you should probably eliminate the extra e-mail.

On the other hand, if you add an extra e-mail per week and the opt-out rate does not rise significantly, you are safe in continuing at the higher frequency.

But should you?

Yes.

We have lots of preconceived notions about what our market wants—and doesn’t want.

And one of these preconceived notions is that people don’t want too much e-mail.

But when the opt-out rate is low, your subscribers are telling you they DO want to hear from you often via e-mail.

That’s important, because the more times you can reach out to your list with a valuable offer or content, the more money you make online.

My colleague Amy Africa, a top consultant in B2B e-marketing, says that one of the most common online marketing mistakes is not e-mailing your list frequently enough.

And by making that mistake, you are leaving money on the table.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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1. Tell your audience what kind of support they’ll get after they buy. It could be free consulting, tech support, free servicing, etc. This may also answer some of their buying questions ahead of time. People don’t want to buy products without knowing you will be there to help if they have problems.

2. Ask people at the end of your copy why they decided not to buy. This will give you new ideas on how to produce ad copy that’s more profitable. Have a web form or e-mail link in place so they can answer you. You may find out they don’t like your guarantee or graphics. It could be anything.

3. Think of ways to get your site or business in the news. You could sponsor a fundraiser, break a world record, hold a major event, etc. Simply write a press release about what you’ve accomplished, then send it to media outlets that cater to your target audience.

4. Hold a contest on your website. Give other websites the option of offering it to their visitors. This will multiply your advertising all over the Internet. It would become a viral contest. Of course the contest must either be ongoing or held regularly so you could allow other online publishers to offer it to their visitors or subscribers.

5. Tell your potential customers that your ordering system is highly secure. Also reassure them that you take every effort to protect them. People want to feel they are safe online. They want to know that you care about their well-being. Tell them all about what you currently do for them to make them feel more secure.

6. Carry business cards with you wherever you go. Have your web address printed on them. You can hand them out to anyone you meet. Just think of all the people you meet on a regular basis: grocery clerks, post office workers, bag boys, family members, friends, salesmen/women, etc.

7. Contact national radio stations to ask them if they are looking for guest speakers. Tell them your area of expertise; maybe they’ll book you for a show. Of course you would want to contact targeted stations and shows which would want to know more about you and your area of expertise.

8. Join clubs related to your area of business. You could trade leads with other businesses. Learn new ways to run your business and sell your products. You could also create your own online business club. You could provide private chat rooms, message boards, articles, etc.

9. Think of a domain name for your website that’s easy to remember. It should be related to what your business does, sells or provides. If there aren’t any business names available, use your actual birth name. You could at least brand yourself. Your own name will give you credibility.

10. Position your website at the top of pay-per-click search engines. You will only pay your set amount for each click-through you get to your website. Just make sure your profits will pay for your advertising cost. If they won’t, maybe you could share a website with another related business and split the costs.

11. Allow your visitors or customers to increase your traffic or sales. Ask them how you can improve your business, website or product. You can ask them at your website, in your e-zine, on your message board, in your chat room, in your guest book, in your product packages, etc.

12. Team up with other e-zines that have the same target audience. Combine subscriber bases and then publish one e-zine together to increase subscribers. You could all include your ads and announcements in the e-zine. You could also take turns for the top advertising space.

13. Swap endorsement advertisements with other websites. Endorsement ads usually pull more sales and traffic than regular advertisements. People have taught themselves to ignore advertisements because they see hundreds of them every day. Endorsements usually don’t look or sound like normal ads.

14. Outsource part of your workload to save time and money. You can spend more of your time and money promoting your business. You’ll save money on employee costs, space costs, training costs, etc. Keep the work you enjoy doing to keep you motivated and outsource the work you don’t like.

15. Include a signature file on all the e-mails you send out. Provide your business name, phone number, e-mail and web address, etc. Also include a brief blurb for your business or the product you’re selling. For example, you could say, “How To Wash Your Car In Two Minutes or Less!”

16. Use pictures or graphics on your website that support the product you’re selling. They could give your visitors a clearer vision of your product, the benefits of the product, people’s emotion when they own the product, etc. You could also use ‘before’ and ‘after’ pictures.

17. Create a friendly, long-term relationship with all your customers. Practice good customer service and follow-up with them on a regular basis. You could follow-up with gifts, greeting cards, free things, coupons, special offers, reminders, your e-zine, helpful advice, etc.

18. Create strategic alliances with other websites. You could exchange banner ads, sell each other’s products as back-end products, cross-promote, etc. You could also create a website together and promote it on your separate websites. You would both just split the costs and profits.

19. Increase the perceived value of your product to skyrocket your sales. Add on free bonuses, after-sale services or an affiliate program. Other factors that would help are: your own domain name, a professional web design, a good-looking product graphic and persuasive ad copy.

20. Give customers a discount on their total order to increase sales. You could give them a discount for ordering over a set dollar or product amount. For example, you could say, “Buy over $39 worth of products and get a 20% discount on your order!” Another example, “Get a 15% discount if you order 3 or more products!”

21. Allow your visitors to reprint the content on your website. Just ask them to include your resource box and a link to your site in exchange. This will turn your content into a traffic machine and the external links will help increase your ranking in some search engines.

22. Provide a free contest or sweepstake at your website. It’s a fact, people like to win things. If you can fulfill that need, people will visit. You can also attract them to revisit by holding one every week or month. You could also start an opt-in list for people who enter your contest or sweepstake so you can follow-up with them regularly.

23. Save time and money by using ad submitters. You will reach a larger part of your target audience far more quickly than by manually submitting your ad. You should manually submit your ad to the most popular websites so you have a better chance of being listed or placed in a good position.

24. Create a good first impression. You will not be able to sell very many products if your visitors think your website looks unprofessional. Use crisp graphics, attractive color combinations, a readable text size, even spacing, even margins, bold headlines, indent benefits etc.

25. Stop procrastinating and start finishing all your business tasks. Do one at a time. Don’t get caught up thinking that you can never get them all done. Make a list. Do the easiest or most crucial one first and move down the list. Cross off each task as you complete it.

26. Develop a relationship with all your visitors and customers. Tell them how much you appreciate them visiting your website or buying your product. Invite them to online and offline events like free chat room classes, parties, dinner gatherings, business events, etc.

27. Hire a business coach to help improve you and your business. That could help increase your sales, motivate you, balance your workload, etc. It would be like renting an extra brain. You would have double the thinking power.

28. Stay away from being too comfortable with your income or life. You should always be making new goals for yourself and developing new sales ideas. The world keeps changing and if you pause too long, you might miss out. You only live once.

29. Make sure you don’t become a workaholic. Your mind needs time away from your business life. This will help your brain think clearly while working. The best time to get profitable ideas is when you’re not thinking about them. They just pop into your brain.

30. Create and follow short/long-term goals for your business. The short-term goals can create early success and the long-term goals can create future success. Design each goal so they all add up to your ultimate goal. Don’t make your goals too unrealistic otherwise depression and frustration could move you farther away from them.

If you like to elaborate on some of these tips, feel free to expand on them by putting your comments below. Thank you!

Whenever I am writing copy, I like to gather lots of statistics on my topic.

The great thing about statistics is that you can always use them to support almost any sales point you want to make in your promotion.

In fact, the same statistic can often be interpreted either to make a sales point or its opposite!

For example, the statistic of number of units sold is often cited to prove that a product is popular and therefore must be good.

In the good old days, McDonald’s restaurant signs would proclaim “Over 1 Billion Sold”.

Advertisements for books frequently tell us that the book is a “New York Times best-seller”.

The logic is that because the product is so popular, people think the product is good, and therefore it must be good.

(Of course it is not true: there are many restaurants that make hamburgers better than McDonald’s.)

Ironically, a statistic that says the exact opposite of “this product is a best-seller”—a number showing it does not sell well—can also be used to make the case for superior quality.

Perhaps you have received in the mail a catalog for Harry & David, the mail order gift fruit company selling Royal Riviera Pears.

The copy says, “Not one person in a thousand has ever tasted them.”

It makes the product sound exclusive, special, rare, and desirable.

But what it really means is very few people buy them!

Here’s another example of how to use statistics in your favor.

I was asked to write a brochure for a company that did competitive research for manufacturers.

I asked the client about the competition and where his firm stood in the marketplace.

“That’s a negative,” he said. “There are hundreds of small mom-and-pop operators doing this kind of research out of their homes, but only 5 real companies—and of those 5, we are unfortunately the smallest.”

In the brochure copy, I wrote: “XYZ Research Associates is one of the 5 largest industrial research companies in North America”, thus turning a potential negative into a bragging point.

Here are a few additional guidelines for using statistics and numbers to make the case that your product or service is superior:

>> Write numbers using the largest units of measure: “a quarter of a century” sounds longer than “25 years”.

>> Round off to make numbers sound larger: if the client tells me their newsletter has 2,015 subscribers, I talk about the “thousands of satisfied subscribers”.

>> Use “negative statistics”: say what the product doesn’t do or have, rather than what it does do or have. For instance, club soda has “no sodium, no artificial flavors, no calories”.

>> Prove statistical points with pictures: compare 2 quantities with a bar chart, or show a price chart illustrating how shares of the stock you recommended went up.

>> Say it multiple times: give the persuasive statistic at least 3 times: in the body copy, in the chart or graph, and in a caption for the chart or graph.

>> Make unexpected comparisons to dramatize numbers: a speaker giving a talk on health told his listeners “more people have died from malaria over the past century than are now living in the United States”—much more memorable than just giving a number.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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If you operate a traditional “brick and mortar” business, perhaps you haven’t thought much about how you can use Web marketing to drive more foot traffic into your store. That might be especially true if your product or service cannot be purchased online.

But I’ve got exciting news for you! Regardless of the nature of your product or service, you can use your website—in conjunction with the right Web marketing strategies—to increase your revenues and boost your year-round store traffic. Here’s how:

1. Use your website to educate potential customers.

When potential customers are getting ready to make their buying decision, they are full of questions, such as:

“Am I getting the right product for my needs?”
“What features does this product have?”
“What other product/service options are available to me?”

At this point in the buying process, you have an excellent opportunity to establish yourself as a trusted authority. When you provide helpful information, you begin to establish yourself as the vendor of choice. An attractive and informative website that encourages long visits strengthens your favorable position!

2. Design your website to show your competitive edge.

When potential customers search the Web looking for the type of product or service you offer, the results they receive from the search engines will include your competitors. They must now peruse the alternatives presented until they find something that interests them.

Make your website the one that grabs their attention! Create a great first impression so that visitors can easily see why you outshine your competition.

How do you do that? First, identify the characteristics of your product or service that differentiate it from the competition. What are the primary qualities that give you a competitive edge?

Next, present your competitive advantages on your website, giving details, examples, customer references, and other information to back up your claims. Most websites don’t do a very good job of this, so when you present your case clearly and forcefully, you will stand out from the pack.

3. Form strategic alliances

Form strategic alliances with other companies and use their websites to draw prospects to your own.

Consider what other products or services your customers tend to buy in conjunction with yours. Then identify local businesses that provide those products or services and inquire whether they are open to linking their sites to yours. Such links can be a steady source of highly qualified leads. As an incentive, you could offer to exchange reciprocal links with these other companies, or you might agree with to pay them a percentage of the business that results from their website referrals.

4. Use web marketing techniques to draw more leads to your website.

When you advertise in the Yellow Pages, there’s only one main way to stand out from the competition: buy a bigger ad. Web marketing is more complex. You must use a variety of strategies and techniques in order to rise above a sea of competitors.

For example, you can use SEO strategies, including effective keywords, to increase the probability that your website will come up at or near the top when people search the Internet for your product or service.

Pay-per-click advertising is another popular way to increase the traffic to your site. Buy an online ad on a high-profile website, and pay a fee for it each time qualified leads click through to your site.

And don’t forget your Google Local listings! Keeping those up-to-date is a great way to get your name in front of customers who could literally be right next-door.

Because Web marketing is complex, it is advisable to engage the services of a professional who specializes in it. The results they produce can cover their costs many times over.

5. Design your website so that it invites visitors to buy.

Think of your website as a funnel. Design it to guide every visitor toward a purchasing decision both online and in your physical store.

At the outer edge of the funnel, make it easy for new visitors to find the information they need. Clearly present your competitive advantages.

As they enter farther into the funnel, lead them to the next stage of the purchasing process by inviting them to e-mail you for more information. Or, even better, encourage them to make a personal visit to your physical location by offering them discount coupons, free samples, or other hooks.

6. Set up a uQast™ Digital Media Store

Set up a uQast™ Digital Media Store as a forum to sell even more local business! Visit uQast for more!

If you’ve been thinking about your website only in connection with online sales, now’s the time to change your attitude. Utilize the strategies outlined above to create an online presence that initially provides useful information to visitors, and ultimately increases the traffic to your physical store!

Extracted from StomperNet SEO Intelligence Report, September 16, 2011.

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There’s no doubt about it, Twitter has been steadily gaining momentum over the past few years and, like Facebook, has found its place within business marketing as well. So if you aren’t yet using Twitter to help your business, now is a good time to start!

Twitter is an exceptionally effective way to get out quick, succinct marketing messages while allowing you to reach audiences you may not otherwise have reached. How? Through hashtags. If you’re wondering what a hashtag is, it’s simply the # symbol followed by a keyword that you’re using to reach out to people. Once the # is in front of your buzz word, it becomes a link that Twitter users can click on to see what else is being said about that word.

Creating Your Own

A good way to get started is to create your own hashtag. This doesn’t mean go crazy and use the # symbol after everything you tweet, instead use it strategically to create a brand.

For instance, if you were promoting a wine tasting event for your company you could tweet something to the effect of “Getting ready for our #winetasting event – #WT2011”. This does two things:

1. It means that anyone who has searched hashtags for wine tastings will now find yours as well.

2. It has helped you to create a branding for your event (#WT2011).

But don’t just stop at Twitter to promote the hashtag you’ve created. Put it on your collateral marketing as well on your Facebook page, in your e-mails, on flyers being sent out, etc. This way, people will be able to search the hashtags to find all the different tweets regarding it.

Utilizing #FF

#FF is something called “Follow Friday” (or #FollowFriday), where users can utilize the #FF and then list out other followers they believe are worth following. This is a good way for you to help promote other businesses to your followers and in turn for them to promote you to their followers, so you are able to gain a wider range of people following your tweets. It’s also a good way to create a bond with those you are promoting and vice versa.

Use it Correctly

When using hashtags you need to be sure to do two things:

1. Make sure it’s all one word. For example, you want it to be #winetasting not #wine tasting. In the first instance, the entirety of “wine tasting” will be the link that people will be able to click on. In the second instance, only “wine” will become the link, with “tasting” left out.

2. Strategically place your hashtags into tweets, not just at the end. That way if people were to retweet your tweet to their followers, people will get the whole message. Because only 140 characters are allowed, sometimes retweets get cut off. So it’d be better to tweet “#WT2011 is almost here and we could not be more excited” instead of “Our upcoming event is almost here and we could not be more excited #WT2011”.

Twitter has the potential to help businesses maximize on marketing and increasing business, you just have to be willing to use the shortcuts they provide. Otherwise, you risk missing out on some valuable opportunities, and in today’s cut-throat business world, missed opportunities are not something you want to happen!

Kate Croston is a freelance writer, holds a bachelors degree in Journalism and Mass Communication. She writes guest posts for different sites and loves contributing Internet service related topics. Questions or comments can be sent to katecroston.croston09@gmail.com.

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