####################################################
From Chris Kilian, Stealth Promotions
Austin, Texas
E-mail: chris@stealthpromotions.com
Secrets for Success
Issue 75, May 3, 2000
This is a 100% opt-in newsletter delivered to
webmasters, marketers, and others seeking online
success. Your email address is protected and we
will NEVER share your information with anyone OR
trade our prized list of subscribers with any
other list of subscribers. Your info is PRIVATE.
Promise.
Here is what we have for you this week.
####################################################
Contents:
1. Editor Ramblings
2. Article: How to Instantly Double the Response of
Any Ad, Letter or Web Promotion
3. Useful Sites: Online Gold Mines.
4. Worthy Newsletters: Add yourself as a subscriber
5. Surfing News:
6. Great offers for you from our advertisers
7. Article: You can't make an income from the
Internet. Pardon me?
8. Pro-Motion
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
A message from this week's Top Sponsor:
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worthy of your attention. This week, I am telling you
I have found a great new site that is worth a look.
It is called the "Ultimate Marketers Resource," and
that is not bragging, it is a fact.
"Secret sites" are all the rage these days. I have just
located a new one that will be VERY successful because
it has CONTENT galore that you can sink your teeth into
to make a real difference in your online marketing efforts.
This site is a compilation of months of research and a
very selective listing of resources you would be hard-
pressed to put together for yourself for less than the
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Matching promises and the actual delivery of the goods
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continue to grow with more and more resources and links.
Yes, you could find all this stuff...eventually...if you
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YOU? While you are out looking, your competitors will be
USING these resources to increase the distance between
themselves and you. If you want to catch or go ahead of
other marketers, you need to begin USING this resource
NOW.
Anthony Blake, an experienced, proven marketer, says this:
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Behind the protected walls of this unique website are
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that every marketer should have access to... when you
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can... with the UMR, you not only get bullets but
nuclear tipped artillery shells aimed at exploding your
success and profit potential!"
I agree with him, and I am sure you will agree with
both of us, once you get a chance to begin to absorb
the goodies inside this site.
How to Instantly Double the Response of Any Ad, Letter or Web
Promotion
By David Garfinkel
Masters of marketing know a secret that most business people
don't. I'm going to share it with you now: You can go from
losing money to making money - sometimes, a *lot* of money -
just by changing a few words.
What words are those? The first words... in any letter, ad or Web
page. The words that make up the headline.
Recently I was speaking to a business group about writing killer
copy, and to make my point, I took that day's edition of USA
Today and covered up all the headlines on the front page with
inch-wide white correction tape. I asked them what was wrong
with the newspaper.
"No headlines!" they blurted out, almost all at once.
"Then why," I asked, "do so many of your ads not have
headlines?"
It's a fact: We have been conditioned to decide what to read
based on the effect a few choice words have on our thoughts and
our feelings. With books, it's often the title. With articles
in the newspaper, it's the words in a headline. With a magazine
on the newsstand, it's the headlines on the cover.
Whether you know it or not, we decide whether or not to read
ads, letters and Web pages the same way.
So, if that's the case, how do you write headlines to make
people want to read your copy, and get interested in doing
business with you?
Make your headline create a vivid picture and/or stimulate a
strong feeling
In your business, many of your conversations are logical and
factual. That's the nature of business - and to do otherwise
would be considered "unbusinesslike."
However, about the worst thing you can do for your promotion is
to have a strictly factual, logical headline at the top of your
Web page, letter, ad, flyer or postcard. Oh yes, the headline
has to be believable and make sense. And what your headline
says has to be supported by logic and facts later in your
promotion.
But remember that the purpose of your killer copy headline is to
stir the emotions of your prospect in the direction of buying
what you have to sell... and to get your prospect interested in
reading what comes next in your copy.
Here's an example for a hypothetical product that helps children
do better at school.
First, an ineffective headline:
Children who don't do well at school will have many problems
later on in their lives
Now, a more effective headline:
"Daddy! Daddy! I got straight A's!" he said proudly. Suddenly
my son's future was looking much brighter...
Notice how the first headline states a fact but does not stir
emotions in a big way. The second headline, using the same
number of words (17), conveys 1) excitement 2) pride 3) hope
for the future, and it also creates a beautiful scene in the
reader's mind of a happy parent-child situation.
Action: When you are preparing or revising a promotion, take the
time you need, or get the help you need, to write a great
headline that creates a vivid picture and stimulates strong
feelings in the mind of your prospect.
Use headlines that make your prospect instantly understand your
most important benefit.
One of my favorite pieces of advertising is a headline (and an
old slogan) for a plumbing service. I'm not that big on
plumbing, personally - it's the kind of thing you wish would
work perfectly all the time so you never have to think about it!
Why, then, am I so fond of an old plumbing headline? Because
it's a great example of making your prospect instantly aware of
the benefit of your service.
The company is Roto-Rooter.
The headline is as follows:
Call Roto-Rooter - that's the name - And away go troubles, down
the drain!
Wow - is that perfection in a couple of lines, or what? You
get 1) a call to action 2) company identification and 3) a
visual description of the benefit.
That's hard to beat! If you've ever had a stopped-up drain, you
know exactly why this would be of benefit to you!
Killer Copy Point: Show your headline to people who are
unfamiliar with your product and company, but who would be good
prospects for what you are selling. See how slowly or quickly
they understand what you are saying - especially, what would be
the benefit to them. Keep rewriting your headline until these
people instantly "get it!"
Make your headline pass the "Shortcut Test"
Imagine all you were allowed to do was run your headline plus a
toll-free number... as a classified ad. Ask yourself this
question: Would it generate inquiries for you in that form?
I'll give you an example from my own business. I'm taking the
headline and subheadline from a long-copy print promotion for my
product called Killer Copy Tactics:
Money-Making Secrets Every Business Owner Needs
For years, sales copywriting experts have quietly made millions
with these little-known secrets. Now you can use this
information yourself. Call (000) 000-0000
I used this example for purposes of illustration. Read it
again, and ask yourself if these words alone, printed in the
right location, wouldn't prompt qualified prospects to call for
more information?
Killer Copy Point: Put your headline and subheadline through
the Shortcut Test. Make sure that these words alone plus a
toll-free number are likely to generate a response from
qualified prospects.
The art of writing headlines is a special skill well worth the
time and effort it takes to develop. There are many known
statistics in direct marketing that bear repeating here:
· Five times as many people read the headline as read the ad or
letter.
· Changes in headlines have produced documented increases in
sales of 200%, 500% and, in one extreme case, 1,850% more sales!
· It's a good idea to write 15 or 20 headlines for your letter
or ad, and use the "leftover" headlines as part of the selling
copy itself.
Become a student of headlines and a connoisseur of great
headlines. Collect them, think about them, practice writing
them. The reward for your efforts will show up every time you
get another order or inquiry that you never would have gotten if
you didn't make the effort!
(c) 2000 David Garfinkel. All rights reserved. David Garfinkel
is widely recognized by many "marketing gurus" as their secret
weapon. That is, he is known as "The World's Greatest
Copywriting Coach"; because, he can, like no other, teach you
how to turn words into cash. David is also the author and
narrator of Killer Copy Tactics, the Web's first and only
totally interactive audio/visual learning system for writing
killer sales copy. You can learn more about this course at: http://www.roibot.com/kc.cgi?R258_nl
So you want to get a new domain, or a second domain for
promotional purposes, but you hate the thought of digging all
over to find the domains that might work and are available?
Try this neat search tool which is take your "keyword" and
give you lots of ideas on new domain names. You will see
an ad for these folks later in the classifieds, but I am
telling you myself, this is a GREAT place to find a domain
name that will work for you. Definitely worth a visit. http://www.nameboy.net
Is someone asking you question after question about how to
do this or that? Want to give them the answer but no time?
Send them over to eHow for the answer to loads of questions. http://www.ehow.com/
You have a got a product. Your site is ready. You have
submitted to search engines (who will take MONTHS to index your
site.) What else can you do? There is a growing crowd of pay-
per-click sites that will sell you traffic. Allan Gardyne has
put together a site that has collected and analyzed your choices
for paid traffic. Use this whole link, and Allan will know I
sent you <g>. It is definitely worth a look, and a good place
to learn about this: http://www.payperclicksearchengines.com?stealthpromotions
Here is an online marketplace for buying and selling services.
It is free to register and once you register you can request
prices with no obligation to buy, you can give quotes on
other's requests and more. http://www.roibot.com/w.cgi?R258_el
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1-1
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5.#################################################
Surfing for pay this week:
*What a difference a week makes. Last week, I announced
I was through with GetPaid4 because they had done a VERY
poor job of dealing with my "lost account." This week?
With apologies to real poets everywhere....
--------
Gather round readers and posters and hear
of the biggest surprise I've had this whole year.
Just when I thought all of GP4 was black,
they had the audacity to respond to me back.
"We sorry," they said in a tone so sincere
that I immediately lended to them my good ear.
"Our database lost you..an error...a snafu..
a screw-up...fiasco..but now we found you..
We are going to restore your referrals and hours
and clickthroughs and money, all in our powers..
and we need you to help us to locate the others..
your friends, their friends, their sisters and brothers."
"How did you find me," I asked quite perplexed.
"We read your newsletter and your problems fixed.
We also had your seen your thread in Delphi,
'cause believe it or not, we do drop there by
to see what is said by those building our biz
and when we read your post, we went 'Gee Whiz.'
This shouldn't have happened, this mess up is bad
and we know why it is that so many are mad.
You were right to complain, but we hope that quite soon
you and the others will see income zoom
as we fix what is broken, repair what is frazzled
and mend all our fences, you will be bedazzled."
After pinching myself to be sure I weren't dreamin,
I asked, "What's next with you guys, what ya schemin?"
"Well, we are looking for those who wandered away
'cause our system lost many, how many, can't say..
We want them to contact us, information provide
and refrain ('though deserved) from tanning our hide."
So listen you lost ones, the instructions are clear.
You can return to the herd, if you wish, without fear.
You should send: user name, real name and address
and the email they used to contact you is best
with a subject "Missing Member Data" so their in-box will see
that you'er one of the lost ones (but soon you won't be).
If you will do that for them, they can find you they're sure
and restore you to your position and glory of yore
in GetPaid4's tree which is filling more daily
(though they can't tell you how many, they will say gayly
they look for bigger, better things in all of our futures)
and I thought, "if you'er wrong, you'er gonna need sutures"
but I wrote it all down so I could drop by today
to tell you (perhaps) GP4's changed their way
-----
I have since heard from Jess again, so far it seems less
than 5 people have contacted GetPaid4 regarding missing
accounts. If your account was lost, you have help looking
for it from GetPaid4 if you send your email as above.
As for you others in the "missing/nonexistent" category,
do the following. Send an email to:
User name: XXXXXX
Full name: XXXXXX YYYYYYYY
Snail mail Address: 1234 MMMMMMMM, RRRRRRR, TX 12345
Email address: SSSS@KKKKK.COM
One last note....
More people have tried to get back accounts closed for
SPAMMING and CHEATING. If you are in those categories,
you are out of luck and I am glad. You do neither yourself
or the industry a favor. Go back to shoplifting or whatever
you do offline to satisfy your need to get over.
*CashSurfers came in at only $0.12/hour payrate for March.
The huge drop is blamed on cheaters who hurt the bottom
line - dramatically. I do not doubt it, and I blame them
too. It must be very difficult to out-think the thoudands
of hackers who can concentrate on getting around cheat
barriers put up by these companies. They are outnumbered
thousands to one. Hopefully all these companies will be
able to withstand the attack of folks who really want
something for nothing (as if being paid to see a few ads
is not already exactly that.)
*RadioFreeCash is NOT ready with its software for the "pay
to listen to the radio" program. The software is still
being worked on and now we are told that the launch date
will be later. The new date is July 15. Quite a setback
time-wise, but I really think it is wiser to give a soft
opening date and then get the software out before that,
and that is what I really expect from RFC. In the meantime,
you can earn a CD each month when you listen to more than
10 hours in one month.
*Rumor has it that a fella from China won JackPot's 1st
million dollar prize. New prizes for this month, and I
think more smaller prizes (as some suggested recently)
which should be good for all of us.
*mValue has updated their stats page even more. I was
surprised to see my hours below the total I could have
surfed in April (40). I thought I was well ahead, but
then for so long we went without any information. Worse
is that the new software has eliminated the handy tool
used to indicate you are/are not being paid. Someone
"forgot" that very useful pair of lights. Knowing I am
earning points is nice, but their value is still to be
determined. Hopefully, the next big release will fix
that. Meanwhile, if you had the software wrestle with
your system, you might log in again. They have been
updating this software version a lot to fix some bugs.
ALSO, did you change your referral links yet for MV?
It should be changed within 60 days as the old link
will NOT work after that. http://www.mValue.com/Register.asp?ReferralId=stpromo
put "your ID" in place of mine "stpromo" and that
is the proper form from here on. At least they DID
tell us about this. Also to their credit, the "tell
a friend" system DOES now include your ID if used
from your member page. Good.
*PayBar has done an upgrade to servers making it faster.
Expect a blackout period with them as they move the
main pages to the faster machines.
6.#################################################
These folks have paid for your attention, please
give it to them, and let our sponsors know you found
them here. Thanks, Chris.
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You can't make an income from the Internet. Pardon me?
by Phil Wiley http://www.ozemedia.com
You're most likely reading this newsletter because you're
interested in making an income online. But plenty of
readers, and I hope you're not one of them, are failing in
their quest to make money from the Internet.
Read that bit again...." failing in their quest to make money
from the Internet."
That's exactly why people fail. They're trying to make money
from the Internet. Your income doesn't come from the Internet,
does it? It comes from individuals, from people just like you
and me, who make a decision to buy your product or service.
Unless you market directly to those individuals you will not
make sales.
And that's why so many people fail to make an online profit.
They fail to talk directly to people, to individuals, to "you."
Forget branding and subtle lifestyle positioning. Online
marketing is all about getting the right message to the right
person at the right time. Get hold of a good book on mail-
order ( direct marketing ) and follow the same principles.
Online marketing should be on a one to one basis, each
individual getting a message especially for them.
Think about this...it's ALWAYS an individual surfing the web.
It doesn't matter if that individual is logging on from home
or from the workplace, you've got to talk directly to them.
So always talk to that person, the *you*. Just the way
I'm talking directly to you.
Remember this: the Internet ( as we use it for selling
services and products ) is a vehicle for mass marketing
directly to the individual. Are you talking to individuals, or
addressing the mass market? Talk directly to people and
you'll start to profit.
So if you're not making sales:
* have a fresh look at your web site.
* reread your sales material.
* reword your advertising.
* look again at the style you write your ezine in.
Hope this helps you increase your income a little.
8.##################################################
Pro-Motion
Answers for the "Pro in Motion"
by jl scott, ph.d., Director, IAPO
Q. Do we really have to put up with ezines sending "solo ads"
and extra mailings? Isn't there something we can do about
that? (Anonymous)
A. Let's think about this logically. I subscribe to TIME
MAGAZINE - and I pay for it. Yet, TIME makes their money mainly
from advertising. They routinely send me extra mailings with
special offers - in addition to the regular ads in each issue.
If I don't like it - they are not going to give me my money
back. In fact, I would be lucky if I could make them stop
sending the magazine before the subscription ran out.
Online ezines are published to build a mailing list. This is no
secret. Most publishers don't do all that work out of the
goodness of their hearts. They are in business! The subscriber
base is a controlled list of possible buyers for whatever
product/service the publisher is marketing.
For the most part, publishers try to give good - and valuable -
content. Very few charge for their ezines so this information
is FREE to the subscriber. Can you imagine what you would have
to pay for the information you receive in a free ezine if you
purchased it in training courses?
As a publisher, I have repeatedly refused to accept "Solo" ads
to send to my readers. I only send out extra mailings if I
believe it's something my readers really need to know about.
However, I have no problem at all with publishers who DO accept
solo ads. Advertisers want these ads because they are more
likely to be read than a small 5 line ad in the middle of an
ezine.
A couple of minutes of my time to read an extra ad sent by a
publisher who is providing me with valuable information and/or
entertainment every week is a small price to pay for what I'm
getting without charge.
Putting out a good ezine every week is a LOT of HARD work!
Expecting an ezine publisher to teach us and/or entertain us -
then complaining about the occasional extra ad (or even "too
many" ads in an issue) is like the people who go to a free Happy
Hour buffet - eat $20 worth of free food - then complain because
they have to serve themselves.
Ezines were not designed for the sole delight of the subscribers
who receive this information for free - then complain about it.
They were not designed by publishers to have something to fill
up their time - make them crazy - and give them a lot of guff.
An electronic magazine - as with any print magazine - is a
vehicle for profit. The trade off with a free ezine is MORE
than fair to the subscriber! You get the free information - the
publisher gets the exposure for advertising. Extra ads are part
of the deal unless otherwise stated.
Is there anything you can do about it? Yes - there is. Learn
to live with it or stop taking the gift of the free information
the ezine offers you.
This article may be reprinted with permission by including the
following resource box:
-----------------------------------------------------------------
dr. jl scott is the Director of the International Association for
Professionalism Online (IAPO) http://www.IAPOnline.org
- and also
the publisher of MONDAY MEMO! - the ezine dedicated to upgrading
Professionalism on the Web. For your FREE subscription: http://www.MondayMemo.org/ezine.htm
Increase traffic and earn money with this suggestion
service. I have earned $1000s with nothing more than this
FREE service and links on my site. Why NOT you too? http://stealthpromotions.com/af/mb.htm
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Trade links with us at http://www.stealthpromotions.com/cgi-bin/linkt.cgi
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Build more traffic to your site with a free
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Easy set up when you click "apply for classifieds"
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Thanks to Oaknet Publishing who helps deliver
this newsletter. If you would like some help with
your ezine, get more details at http://www.oaknetpublishing.com/services/welcome.cgi?181
**********************************************
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**********************************************
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We are VERY interested in your feedback.
Make suggestions, give us comments, good or bad.
Share your thoughts with email to mailto:spezine@stealthpromotions.com
Expect more tips, hints, web sites, tools and advice
to increase your web traffic and Internet success
next issue.
All contents Copyright (c) 2000 Chris Kilian and/or,
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 and publisher accepts
no liability for direct or consequential damages.
Contact Information:
Chris Kilian, Editor
Secrets for Success Ezine mailto:chris@stealthpromotions.com
and webmaster for Stealth Promotions http://stealthpromotions.com/
PMB C-1291
701 Capital of Texas South
Austin, Texas 78746
Phone: 1-512-330-0404
Fax: 1-512-328-8323
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