 ####################################################
From Chris Kilian, Stealth Promotions
Austin, Texas
email: chris@stealthpromotions.com
Welcome to the 46th Issue of Secrets for Success.
September 22, 1999
This is an opt-in newsletter, delivered this week
to 2,277 web masters, marketers, and others seeking
online success. Your email address is protected and
we will never share your information with anyone.
Promise. Here is what we have for you this week.
####################################################
Contents:
1. Guest Article:You Can't Buy That Kind of Advertising!
2. Useful Sites: Online Gold Mines.
3. Worthy Newsletters: Add yourself as a subscriber
4. Editor Ramblings
5. Links For Your Consideration: Great offers for you.
6. Guest Article: How Your Web Site can Generate Over 25
Times More Buying Customers in Less than a Year
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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1.##################################################
Guest Article:
You Can't Buy That Kind of Advertising!
By Scot Dantzer
scot@smarthomebusiness.com
It's all too easy to get caught up in the latest and greatest
online marketing methods. But let's not forget the one
marketing strategy that outperforms them all...
the "Power of the Press."
In this article, we'll briefly talk about why the press is such
an invaluable marketing tool:
>>Even the smallest bit of press will advertise your
>>company or product to thousands, if not millions, of
>>potential customers.
>>Anybody can write a press release and distribute it
>>worldwide in a few hours.
>>Editors welcome a relevant story. Give them a
>>suitable topic and you're 99% on your way to free press.
When the press writes about your business, it's subliminally
telling its audience to seek you out. In many cases this
audience could be millions of people. Can YOU afford to buy
millions of ad impressions? Not me!
Let's take a quick look at how we begin developing your press
campaign.
Step 1: Identify Your Target Market and Media
'Shotgun Marketing' is a waste of valuable resources. Your
product doesn't interest everybody in the universe, just a very
small percentage of it. Learn what they read, watch and listen
to, and you've targeted your media. Make a note of the address,
fax number and contact, and you've got your distribution list.
Take a look at the online news resources available at:
http://www.crayon.net and
http://web-source.net
Take note of the kinds of stories these publications feature
and think about how your business can fit in. Does it have
local appeal? Can you tie it to a recent current event? Is
there a niche publication that reaches your target market?
Step 2: Grab a Pen and Write the Release
The press release is a sales letter, plain and simple. Create
the headline and content in a way that makes editors want to
'buy'... that is, call for an interview.
Make it newsworthy. Ask yourself, "Why would the readers care?"
Once you answer that question, tailor your press release around
it. You may need different releases for different publications.
Remember, you're selling a story to the editor, not your product.
Work your company's products or services into a news story.
When you get the interview you can go into all the wonderful
benefits of doing business with you, but save it until then.
For help on crafting a press release, see:
http://drnunley.com/
http://www.free-publicity.com/
Remember this about press releases: Your editor's audience
doesn't care to hear about your company, they want to read NEWS.
Give the editor news and work your company into the interview.
Step 3: Include Additional Information to Help Develop the
Story.
There are only so many hours in the day to dig up content. When
you send journalists ideas that fit their reader's interests,
you make their job easier.
They like this!
To further assist your new friend the journalist, you could
include a one-page biography (to let the journalist know why
you would be such a great interview), and a list of sample
questions to help shape the interview.
Test your press kit with a few journalists and track the
response. Once you find the ONE that gets the interview, that's
the one you send to your whole distribution list.
Once your story hits the newsstand or airwaves, it could turn up
anywhere. I recently sent a single page to a small local paper.
They ran the story and submitted it to a wire service. Within
48 hours our website had topped 6,000 visits (and still counting)
from around the country...
You Can't Buy that Kind of Advertising!
----------------------------------------------------------------
Copyright 1999, Scot Dantzer scot@smarthomebusiness.com
Scot Dantzer is a successful home based media consultant in
Philadelphia. He wants to help you with your online marketing
programs and welcomes your subscription to My SmartHomeBusiness...
"Online Marketing for The Technology Challenged"
Visit http://smarthomebusiness.com/press.htm
SmartHomeBusiness.com
Internet Marketing for "The Technology Challenged."
http://smarthomebusiness.com
freegifts@smarthomebusines.com
2.##################################################
Useful Sites:
Reading another newsletter, found someone mention their
high rank in a BIG ezine directory that ranks various ezines.
I wanted to pop over and see if my leg was being pulled and
then check to see if this ezine showed up and where. Wow,
we are ranked in the top ten (of 212) for the category of
"Internet." That is pretty cool, but we would like to be
higher, if you have an ezine that is NOT included at the
directory located at http://www.infojump.com/ put it in.
If you enjoy the effort we are making for you each week,
would you drop by and boost our rankings (or egads, lower
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If you don't have that much time, you can still give us a
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If you ARE already in the extensive list there, you can
get some HTML to add to your "subscribe" page which lets
your subscribers rank your publication by going to
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Found a SUPER search engine bot for you guys this week.
I am still experimenting with it, but you have got to pop
over and see what you think. It looks and feels VERY
useful. http://www.agents-tech.com/ to download the
Copernic searchbot.
Make your site a bit more interactive with the free tools
at http://www.sitepowerup.com/
EgoSurf finds web pages that include your name, or any name
you provide. It's a perpetual search that gathers new links
daily, to build your list over time. It even visits those
links, to bring back just what they're saying about you.
http://www.egosurf.com/
3.##################################################
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4.#################################################
Mixed Bag:: Editor's Ramblings
*You know it's going to be a tough week when you make some
deals for promotion of a product, and then loose the right
to sell that product. Last week, I offered auto-responders
that would have multiple follow-up capabilities as the sponsor
for the week. Then, BANG. Couldn't sell it. At the same
time, I learned that my hosting company is offering unlimited
use of the same kind of automation for free with most packages.
IF you have been looking for new hosting service OR your new
webpage is about to go online somewhere, you really, really
owe it to yourself to look at my favorite hosting company
before you make a mistake. Lots of other features come
free too. Too many to go into, if you are looking, you
could not do better. Drop by to check out the possibilities
http://stealthpromotions.com/af/host.htm
*PCData Online Ranking for August 1999 puts AllAdvantage at
number 23 for the month. That puts them ahead of GoTo.com and
iVillage.com who do HEAVY offline advertising. Current AA
members know the excitement of a growing organization. Do
you? http://stealthpromotions.com/af/all.htm
*Meanwhile, GoToWorld promises to reveal its CPM rate next
Monday. Time to put up or shut for them. Elsewhere, a new
"hard" date has been set for DeskTopDollars to release its
ad-delivery software after being blown off course by recent
hurricane activity. They claim September 24 is THE day. That
is the 5 days before the date set for release by Utopiad for
theirs. And still elsewhere, Epipo says it will release its
software before the end of September.
*Speaking of hurricane activity. Some of you may know that I
have been experimenting with a new service that pays me 15 cents
each time the service's script is used to invite others to the
page where the script is included. In other words, this service
should deliver more traffic and more money. I like that. I like
even more that after this service lost several days to problems
with upline backbone providers, so that the script was useless,
this company decided to provide more than you might expect. They
are going to pay me for the traffic/income lost for the several
days the service was down based on the last day of full activity.
That truly is "money for nothing." They could have EASILY hidden
behind the hurricane, act of God, problems beyond their control
and kept their hands in their pockets. But they won't be doing
that. Do you suppose you might still be entered into a contest
to win a hand-held computer if this problem confronted one of
the BIG boys in the recommendation service fields? Hmmm?
If you could use more traffic and money coming into your site,
get the service. http://stealthpromotions.com/af/mb.htm
*However, if you have a Spanish site, or have a friend/associate
who does, do you know where you can now get a Spanish version of
a recommendation service that is FREE and dependable and brings
more traffic? Do you? Yes. Here. Queremos ayudar todos.
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*GoToWorld is announcing a "surfing contest" for the THIS week.
First place $1,000 to the member with the most hours surfed.
Second place = $500 and Third place = $20. Only the third place
prize will be paid to more than one member (3rd place = 175 members.)
That is encouraging. Fire up your browsers if you have 'em folks.
5.#################################################
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__________________________________________________
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1-1
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6.###################################################
Guest Article:
"How Your Web Site can Generate Over 25 Times
More Buying Customers in Less than a Year."
by Michael W. Campbell
Get Rid Of Everything On The Home Page
Put what you now call your home page inside your web site
and use it as a directory to navigate your site. Set up a
new home page, its sole purpose should be to attract a
major search engine and funnel the visitors inside, to your
site's directory. The home page should not contain any
frames, tables or scripts of any kind. Use plain simple
html consisting of title, headlines, links and body copy,
perhaps even a small graphic or two. You don't even need
meta tags on the home page.
Use More Than One Site
Retailers do it in the real world so why limit yourself to
one location in the virtual world. What is hosting going to
cost you, $25.00 a month? That's a drip in a ocean compared
to the enormous boost in traffic that more sites will
bring. Start with six web sites, mirror the content, put
slightly different headlines and meta tags on each of the
mirrored pages. If your original site consisted of 10
pages, you now have 60 pages working for you in the search
engines. Since mirroring is being frowned on by some
lately, you might want to get around this by making each
site into a different product category. Simply make each
site highly targeted to one product line and tie the look
and feel of the various sites together by using the same
graphic design style and logos.
Cross Linking
Very important, make sure each page inside your site (not
the home pages) links to all your other sites and pages.
Each internal page will contain 59 links, the best way to
do this is with a 1x1 pixel transparent gif. Doing this
will beat the link popularity penalty that's employed by
several search engines. It will also create a self
maintaining "stickiness". Now it doesn't matter if the
engine tosses out all your pages except two of them. When
it comes to crawl again, the two pages that stuck in the
index have links to all your other pages, and the crawler
will find them again.
Set Up 150 Doorway Pages (I call them hook pages)
Yes it seems like a lot, but if you have products from 10
manufacturers and they each have 10 different models, thats
100 hook pages per manufacturer or 1000 hook pages in all.
Just start with your most popular makes and models, or
generic product categories. Make two a week and you'll have
over 100 hook pages working for you in the search engines
by the end of the year. Will you be accused of spamming the
engine, no. They are not going to penalize you for
providing legitimate pages that contain content that people
are actually searching for. Do hook pages still work, yes.
Hook pages are my number one source for generating
visitors. They work extremely well.
Invert Your Database
Someone once told you that an online database is a good
thing, well not if you want to be found in the search
engines. If your database contains 2000 items, there might
be 100 different makes or models and they each have 20
different accessories. Make a static web page for each make
or model. That will give you 100 additional highly targeted
pages working for you in the search engines. Price changes
are easy if your html software is like mine and can make
global changes to everything in a folder. Just add an item
number or sku number before the price. Then tell your html
software to search and replace all instances of that sku
number from old to new price.
Submitting an Announcing
Announce only one page per day to each search engine. If
you have 60 web pages it will take 60 days. Just be sure to
track which pages have been announced to which search
engines. If the search engine specifies that only the home
page can be submitted, follow the rules, you have been
cookied.
Summary
Get more than one site, mirror the content or put different
product categories on each. Just be sure to get domain
names with keywords in them. Put up a plain home pages -
but they'll be search engine beauties - that lead to your
"real" home / directory / navigational pages. Cross link
everything with invisible pixels. Write two hook pages a
week focusing on both generic product categories and
specific makes and models. Wait at least 24 hours before
submitting another page from the same domain to the search
engines.
There, in less than a year, you've gone from one site with
10 pages, to six sites totaling 60 pages, plus 100 hook
pages, plus 100 database pages, to a grand total of 260
pages working for you in the search engines. From 10 to
260, that's 26 times more likely to be found, 26 times
greater chance of having just the right keyword density to
be "flavor of the month". If you follow this simple formula
and put in the "sweat equity" required, you'll always have
at least 20 top positioned pages in the 8 major search
engines at any given moment in time.
===========================================
Michael W. Campbell is the author of the new internet
marketing book "Nothing But 'Net: How I Generated
$750,000.00 in Internet Revenues in Less Than a
Year With Virtually No Advertising Costs."
( http://www.palis.com/net )
===========================================
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Until next time-
Plan your work. Work your plan. Succeed.
Chris Kilian, Stealth Promotions
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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All contents Copyright (c) 1999 Stealth Promotions,
except where indicated otherwise. All rights reserved
worldwide. Reprint only with express permission from
copyright holder(s). All trademarks are property of
their respective owners. All contents provided as is.
No express or implied income claims made herein --
your business success is always dependent on many
factors, including your own abilities and efforts.
Advertisers are solely responsible for ad contents
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Contact Information:
Stealth Promotions' Secrets for Success
PMB C-1173
701 Capital of Texas South
Austin, Texas 78746
Phone: 1-512-330-0404
Fax: 1-512-328-8323
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