Part 25 … Online Experience for Offline Profits

I have a bee in my bonnet.

I’m on a crusade and I don’t even own a cape.

Everywhere I look there are businesses who have had websites built for them by flashy high-priced designers who are saying ‘We’ve got a website, but quite honestly, it doesn’t do much.’

What do they expect?

A website isn’t a family portrait that you go to a studio to have taken and then proudly look at on your mantelpiece.

A website should never be built ‘because we’d like one.’

A website should and must be an integral part of your business and a fundamental element of your marketing strategy.

See that word ‘strategy’. It’s important.

I have nothing against design and designers (please don’t send me hate mail!). What I do object to is the blind leading the blind.

Unless you have a clear and defined strategy for the Internet side of your business, your website might as well be a flyer tucked at random into the 20-volume encyclopedia in your local library.

Nobody will see it – and the rare person who does will have no idea what it is there for.

In my offline life I deal with businesses who are often in this position. They jumped on the website bandwagon a few years ago, spent huge sums on the latest (then) flashy intro screens and wacky graphics, approved everything because it ‘looked’ so cool and then waited.

They waited for something to happen and it didn’t.

Nobody flooded them with orders. No search engines bothered to list them. No customers said how good the site was. No-one in the business had any idea what to do about it and so the site floundered.

And the CEO is now convinced that it was all a waste of time and effort.

And it was.

But it needn’t be that way if they had bothered to think like marketers and entrepreneurs and not like over-awed design junkies.

I believe that all of those bad websites can be turned around. Sure they will need to be redesigned and rewritten (at a significantly lower price than they originally cost, I expect). But with the application of sound marketing ideas – and a clearly defined Internet strategy – ANY business can and should benefit from an effective online presence.

A hard-working website can be your window on the world. It is such a shame that so many companies keep the curtains closed.

There is an enormous opportunity for you here. When you have built a few websites for yourself and learned the ropes of Internet marketing, your level of knowledge of what makes a website work will be orders of magnitude greater than the general person in the street. And for local business people who are much more interested in the day to day running of their businesses than in learning new skill about the Internet, you will be a shining star. You will literally be their savior.

A book I read (and highly recommended) recently tells you all about how to turn your online experience into offline income. It is called Offline Gold, by Andrew Cavanagh and it is well worth studying. There really is a fortune to be made in helping offline companies make better use of the Internet – and you could be perfectly placed to grab your share. http://www.kickstartdaily.com/offlinegold/

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Part 24 … Your Back End Looks Huge!

Do you want to hear a secret? Something that high-priced gurus would charge you a fortune for?

Okay, I’ll tell you, but only if you promise not to spread it around. This is how the big players make real money on the Internet.

It is called selling to your back-end. Does that sound painful? Well, believe me, pamper your back end and you’ll make piles – piles of cash! Learn about this and you will feel no pain.

The term ‘back-end products’ is jargon that simply means selling additional items to existing customers.

The traditional mail order business, and more recently, Internet selling, depend largely on the power of leveraging (that magic word) existing customers to make maximum profits.

How does it work?

The first point is that there is no rule that says you have to have back-end products. There are many people online who sell a single product and make good money at it. But, in truth, they are wasting a valuable resource, and making a lot more work for themselves, as we shall see.

Let’s look at two examples of how back-end selling works well online.

There is a lady I know online who sells a fantastic topical cream that helps eczema sufferers. She spends time and money targeting her advertising to the right audience so that she can sell as much cream as possible. But she is a one product company. She only sells that one cream and has no plans to introduce new products.

What is her back-end?

More cream. Everyone who buys becomes part of a new ‘super-targeted’ audience. She can email them special ‘repeat purchase’ offers at virtually no cost to her. So she makes these existing customers feel special by giving them great cost savings – and ends up making a higher profit-per-customer than she would have done otherwise. Along the way, these ‘super targets’ also recommend her to their friends and family, so she makes even more sales.

That system works for her because she sells a consumable product, that is effective, and is not available elsewhere.

But what about one-off purchases that do not have a repeat function built in?

As a second example, let’s suppose you want to sell information products, or ebooks. Having created your first book, take a moment and think how you can expand it to add interest to the type of people who would buy. Perhaps a special report, another book on a related topic, a video, a member’s site – the list is almost endless. Only after you have created this second-string product should you launch the first one.

How might this work in practice?

In order to sell anything on the net, you need to invest some money. Don’t believe the people who tell you that it can all be done for free. it can’t. Maybe you need less to start up a business online than in the ‘real world’, but you still need some seed capital. You need money for advertising, web hosting, domain names and so on.

If you are clever and well advised, you will waste as little of your cash as possible. But, spend you must.

Suppose you spend $500 on PPC and you get 5,000 targeted hits to your web site. If you have written a really good sales letter and have a clear message, you might be very lucky and convert 3% of the visitors into sales (very lucky!). That would mean that you sell 150 items and each sale has cost you $3.33.

If your ebook sells for $9.99 you are looking at a healthy 200% profit.

Now, here comes the magic.

You have not just created 150 happy customers, you have also created a list of 150 ‘super-targets’. People who have shown themselves to be predisposed to buy from you.

The next step is to send them an email saying that as a valued customer, you would like to make them an exclusive special offer – a prelaunch special deal on your new ebook – instead of the normal price of $24.99,which it will cost when it goes on general release, they can order it right now for just $17.97.

Your conversion rate against these super-targets should be much higher than before. Perhaps as high as 20%. So you may sell 30 copies and gross $539.10 from these customers that you would not have otherwise got.

At zero advertising cost!

Instead of making $1,498.50 for your $500 investment, you have made $2,037.60. 308% return on investment instead of 200%.

And that is just the beginning, because you now have a loyal following to pre-sell your next product to – and the next.

The lifetime value of your select band of ‘super-targets could be enormous.

I have done a lot of mail order marketing in my time (I worked in the advertising industry for 25 years) and have seen back-end marketing make companies millions. I even did it myself when I ran my own mail order company. We advertised a ‘free’ bottle of aromatherapy oil, which customers just paid carriage on. Thousands responded. We then sent a sales letter with every free bottle selling a great value pack of 6 oils. That sold a lot. Then every customer got a regular order form with additional products on it.

It worked well, and everyone was happy, but believe me, it works even better on the Internet. Repeat contact of customers (often called relationship marketing) offline still carries a considerable cost – paper, printing, envelopes, postage, fulfillment.

Online, all of these cost just melt away.

Leaving you with that lovely, cuddly six-letter word: PROFIT.

So back to the title of this lesson: yes, your back-end does look big. Wonderful, isn’t it?

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The Internet Marketing Lifestyle

One of the most often used phrases connected to Internet marketing is ‘the Internet marketing lifestyle’. It is something that many of my non-IM friends often ask me about. ‘Is it real?’, ‘Is it all hype?’, ‘Does it really exist?’

I thought that today I’d try to briefly dispel some of the myths that surround this mysterious state of being.

The ‘Internet lifestyle’ has come to mean making loads of money by doing very little. Countless hype-filled sales letters allude to it as a kind of transcended state that only the top Internet marketers can ever hope to reach. Of course, if you buy their book/course/mentoring program, you’ll learn the secret of making money while you bask on the beach too.

That’s the image that the Internet lifestyle conjures up in most people: a tanned, relaxed beach bum who taps on his laptop while rocking in a beach hammock, sipping a pina colada.

That is the Internet lifestyle that we all refer to.

Except, er, it isn’t.

Yes, as an Internet marketer you can make money while you relax on a beach, or do your gardening. You can (and often do) make money while you are asleep. I made more money after I went to bed last night that I ever earned in a day when I had a ‘real’ job. And that wasn’t just a display of gratitude from my wife!

Internet marketers can – and do – make money while they are on vacation. Or while they take a bath.

I went to the gym for a sauna this morning and was nearly $100 better off when I got home.

But all that really has nothing to do with the Internet lifestyle.

When you make your money is a red herring. Making money while you sleep is a function of geography, nothing more.

What the gurus who want to sell you on the dream don’t tell you about is the hours of work they put in before heading off to the beach. The late nights and early mornings. The hours they spent making their eyes bleed by staring too long at their monitor, or the endless emails and telephone calls they had to put in to get JV partners on board.

No – they don’t tell you that Internet marketing is hard work because it is a lot more alluring to sell you on the Internet lifestyle dream.

Am I just being a killjoy then? Am I bursting the bubble and squashing the dream flat?

I hope not – and that certainly isn’t my intention because, you see, I believe that the REAL Internet lifestyle is way more interesting, FAR more exciting and a TON more inspirational than the idea of getting sand between your toes and grit in your laptop can ever be.

The Internet lifestyle that I live, and that most of the people I know who make their livings online live, is not about earning loads and doing little. It is about doing what you love, when you want to fit it in and making a fair income as a result. It is about freedom of choice and freedom from the endless drudgery of a job that you hate.

It is about being able to spend an hour in the garden when you want to – or heading off to the gym for lunch. It is about you being in charge of what you do – not being beholden to the whims of someone else who hates their job as much as you do.

Is it all it is hyped up to be? Probably not, but is it worth aspiring to?

Absolutely.

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