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MODULE FOUR
Part One
Part Two
Part Three
Part Four
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PART ONE

THE SEVEN DEADLY SINS


Graham Hamer by Graham Hamer

One of the lessons we accept as we grow older is that, if we fail to learn from our past mistakes, we will just keep on making the same stupid errors.

And that's dumb.

So here are Seven Deadly Sins and the lessons I already learned from them. It's why I'm doing quite well right now, thankyouverymuch...!

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Deadly Sin #1: "Just Sit on It"
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No, it's nothing to do with a chair, but it might as well be, for all the income it produces.

"Just sitting on it" was what I did with my first Website. Built a beaut, then watched it grow hairs! Can you believe that? I spent hundreds of dollars (and a lot of my time) building a lovely Website, then I didn't do anything with it.


Lesson Learned #1: "Trafficate your sites"

If you want traffic, you have to go out and get it. There are three methods that you can use to drag traffic to your site:

1. The hard way
2. The harder way
3. The correct way

The hard way means writing articles to submit to ezines, participating in forums, exchanging links, etc

The harder way means offline advertising, banner ads, FFA sites, and the like.

The correct way means chanelling all the minor traffic-pullers into a sizeable flow, then diverting that flow to join the mainstream traffic from traditional sources. (check out my own TheTrafficJam™ Formula to understand this concept).
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Deadly Sin #2: "Sell Rubbish"
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If you REALLY want to fail, sell some shoddy products. It used to be said that if one customer had a bad experience he or she would tell 10 of their friends about it. Now, with the efficiency of the Internet, they can tell hundreds of thousands of people about it... and they do!

When you sell a really great product, news gets around fast. When you sell rubbish, news gets around even faster.

I know - I once sold somebody else's rubbish...!


Lesson Learned #2: "Choose your products carefully"

If you're selling someone else's products, check them out first. Does that mean you have to buy them? Sure it does! How else can you recommend them to other people?

If it's your own product - it had better be good, because you're putting your name to it. So make it your best work - every time.

Figure out a way to add extra bonuses to it. Give the customers more than they expected. You have to "WOW" them.

Purchase reprint rights to someone else's product to throw in as a bonus. Contact them and ask them if they need anything else. Go beyond the call of duty and your name will begin to become well known around the Internet.
_______________________________________________________

Deadly Sin #3: "Selling Something You Don't Know About"
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My first attempt at (offline) marketing was way back before Noah landed. I spent several weeks trying to cajole people into buying Life Assurance.

Now ask me a question... "How much life assurance did I have at the time?" answer... "None". Not because I didn't believe in it, but because I didn't understand it.

So what the $%&!%! was I doing trying to market the stuff?

Fortunately my manager, a fairly intolerant fellow, even in those days, spotted this inadequacy and sacked me (kindest thing he could have done in the circumstances!).


Lesson Learned #3: "Sell what you understand"

Don't try and sell Internet marketing products just because everybody else is doing it. If you haven't made money in Internet marketing, you've got a steep learning curve before you start telling others how to succeed!

Find something you're passionate about and build a business out of that.

If you love gardening, find a way to develop a web site and product around that. If you're always on the golf course, create a theme out of that. Review golf courses. Sell golf videos on your site. Joint Venture with a travel company and offer golf getaways.

The most successful online sites are the 'niche' sites... the special interest sites built around specific themes.
_______________________________________________________

Deadly Sin #4: "Forget To Ask Their Addresses"
_______________________________________________________

I was slow! It took me ages to realize that sites which only have one shot to sell their visitors are doomed to failure. When I began Online Marketing, there was no Terry Dean to guide me with his wisdom.

Statistics prove that 90% of visitors do NOT buy on their first visit to a site. You think they're gonna bookmark your site and come back tomorrow? - No way Jose!

You MUST create a sales system where you can follow up on your prospects again and again. That doesn't mean you've got to spam them if they don't buy, it just means you need to ask them why they didn't buy.

It doesn't mean that you inundate them with back-end sale offers after they've bought from you, it just means they might like to hear of other incentives you have to offer.


Lesson Learned #4: "Get those addresses"

Take a look at either of my 'sales' sites (www.Unique-Book.com or www.TheTrafficJam.com) and you will see that I learned my lesson well. Now, I ask for the visitor's email address at EVERY opportunity. Another of my sites, www.topprofits.info is actually a very large site, but the only page that the casual surfer will ever see is an opt-in form for my ezine!

And it's the Newsletter that gives me the means to get to know my visitors, to raise their level of trust, and to recommend other products to them.

Think about it this way. If you can't get a prospect to commit to you by giving you their email address, how the heck do you think you are going to be able to sell them something? So, focus on collecting the email address when someone visits your site.
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Deadly Sin #5: "Forgeting You Have Personality"
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My first few months writing Newsletter articles were soooo frustrating. Almost as many people unsubscribed as subscribed.

Then something happened... I remembered something I had read somewhere (Zig Zigglar, I think). He said... "No matter how many thousands of people get your article, in my house only one person reads it, so you'd better be looking me straight in the eyes when you're talking to me."

In other words, every person reading it is just one person. So you'd better talk direct to just one person!

Guess what? Now, my Newsletter has probably got one of the lowest unsubscribe rates in the industry. Once I get a subscriber, they stay with me.

Why?


Lesson Learned #5: "Be Yourself"

I use my secret weapon... ME!

Some marketers are ashamed to do this, but you absolutely HAVE to add a little bit of 'color' to your web sites and your articles. Your visitors are not looking for 'yet another corporate site'. They're looking for real advice from a real human being. Peculiarities and all...!
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Deadly Sin #6: "Ignore Your Traffic Stats"
_______________________________________________________

I never used to think it mattered where my traffic came from. To me, traffic was traffic was traffic - period.

That was until I took a look at where my marketing dollars were being wasted. At that point, it dawned on me that I could save a lot of that waste if I examined my traffic stats BEFORE I spent my dollars.


Lesson Learned #6: "Pay attention to your traffic sources"

Virtually every hosting company offers some type of tracking features. If you don't know what your hosting company currently offers, ask them.

Examine your stats to find out where your traffic is coming from. What search engines do they use to find you? What keywords did they use? Who else is linking to you?

Which pages do they visit first? Which section of your web site do they go to the most after they visit the front page? These are the types of questions your traffic stats should be telling you.

Once you have a chance to look at them, increase promotion in whatever areas are working. If you notice that you are getting a lot of hits from a specific search engine, increase your promotion on that engine. If you receive most of your hits through links on other sites, then work more on creating links.

If you notice your traffic surges every time an ezine publishes one of your articles, then send out more articles for ezines to use. Keep on doing whatever is currently working for you!

Cancel the rest...!
_______________________________________________________

Deadly Sin #7: "Follow the Crowd"
_______________________________________________________

Early on, everyone was raving over banner ads. So I purchased a load and wondered why my site counter wasn't spinning out of control.

Then came FFA pages. So I joined a few and wasted a lot of energy trying to make them work.

Then came my personal 'Road to Damascus' as I realized I was suffering from "Sheep Syndrome" (a mindless ability to do everything everybody else does - even if it hurts!).


Lesson Learned #7: "Look ahead"

Most Internet marketing methods only work until everyone knows about them. Now, you have to do something a little bit wild and unique to build your traffic. You have to come up with your own ideas and not just rely on what a few select 'gurus' like me are telling you.

If a guru tells you a successful method for building traffic, then you can be dead sure that thousands of marketers will soon be using that exact same method. Although the method will still work, it won't be half as effective as when it was first thought of.

Learn to use your mind. Success in your business will follow.

 
 
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