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"Online Marketing Simplified - 2 Keys To Your Success"
Copyright 2004 - Jeff Smith
Are you confused by the flood of information on how to improve
your online marketing results?
Mastering the search engines, pay-per-click advertising, affiliate
marketing, website design, writing articles, and on it goes.
Doesn't it seem more and more complicated to focus in on what
really works and what doesn't?
After working to build many businesses from the ground up over
the last 10 years, it's more clear than ever that there are 2
main principles that will largely dictate your success in online marketing. All of the other techniques build on these first two
Think of these two main principles as the cement pillars that
hold up a bridge - without them, no matter how well you
construct the bridge, it will still fall down.
Focus your energies, time and resources around meeting these
two key principles - you will immediately see a big difference
in your results.
ONLINE MARKETING PRINCIPLE #1: People Must WANT Your Product
You must have a well positioned product, fulfilling a hot desire
within a clearly identifiable and accessible target market.
Let's break this down.
Making a profit in business is really quite a simple concept,
you have to earn more revenue than your cost. Revenue minus
cost is your profit.
So where does that cost come from?
The two big sources of costs are: costs associated with
creating or finding your product to sell and cost of
reaching your market to sell your product
It only makes sense then that identifying a hot desire within
a market you know how to reach will mean much lower costs
for your businss. Ultimately, this means more profit for you.
Have you ever run against the wind? Tried to swim upstream in
a river? Walk one way in a crowd when everyone else was walking
the other way?
It's a very tough lesson to learn.
I've been brought it to consult with companies that have burned
through millions of dollars before learning this lesson.
You cannot FORCE a low-demand product on a market - no matter how
much money you spend on marketing.
You cannot hope to reach enough buyers in the entire marketplace
even with a very high-demand product in one segment.
In fact, I've seen situations where unknown entrepreneurs enter
a market, quickly identify a hot desire, address it with a less
than perfect product and in a very short time have created wealth
100X higher than anyone else in that market.
It really is true - one great idea can make a massive difference!
An old mentor of mine used to tell me all the time, "focus on the
low lying fruit - there's far more than enough to go around"
ONLINE MARKETING PRINCIPLE #2: You Must Have Great Copywriting
You must reach your market with a clear, empathetic message that
instantly catches your readers attention, interest, desire and
moves them to see your product as THE answer to their deepest
If you were reading closely, you'll recognize Principle #2 as
the same principles that underly great copywriting.
How do you become a great copywriter and master Principle #2?
1. Research, research and research. I make sure I have a pulse on my
target market's desires, needs, emotional triggers. Focus in on WHY
they want a solution to a particular problem. Research takes many forms...
- speak with them
- survey them
- read what they read
- talk to others who do business with your market
- test using articles and special reports to guage the response
- do what they do
By doing this you should have content for 20-30 (at least) different
benefits for your product.
2. Polish your benefit statements. This is where you can use books of
action verbs, swap files (samples of great ads, letters and webpages),
the services of a copywriter. This is the technical aspect of copywriting
which can be learned by reading other great material.
Far too many people go right to #2, as a result their benefit statements
seem bland, miss the mark or seem the same as everyone else.
Next time you get distracted by the latest and greatest online marketing tip, technique or strategy -
know that focusing on these 2 fundamental principles: In-demand product ideas and
effective copywriting, will make the most difference to your pocketbook in
both today and in the future.
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40 Proven Techniques For Finding Hot Topics To Write About
You REALLY can write a book- your own income-generating eBooks, special reports,
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