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Now, we’re going to talk about using print news releases to do on-line free advertising.

Okay, so, what are the best ways to build a business? We think it is to use news releases. Many of us do it to get those free publicity sales. We’ve sold tens of thousands of dollars worth of books and other products by mailing news releases. They really work. They’re a billion dollar off-line method you can use to get rich with your on-line web site! They’ve brought direct marketers billions and billions of dollars over the years . . . now put them to work for you!

Typically, a news release is written double spaced on a single sheet. That’s one of the drawbacks, or disadvantages, of press releases. You usually can only use about 100 words to tell your story. Print publishers will only give you so much space.

On our web sites, however, space is no problem. We’re assuming that you have a web site listener, and if you don’t, we really think you should, because that is the basis of great Internet marketing. You can do it with e-mails. You don’t have to have a web site, but you have a major advantage if you do have one. With a web site, we can use as many pages to tell our story as we want.

We’re recommending that you continue to send out news releases to print publications or start doing it, if you’re not. At the end of your news release, we strongly suggest that you give your web site address.

To make it even more exciting for people to go to your web site, you can tell them that if they go to your web address, they can get a complete description of your great products. This is very important, because you can’t tell the full story in a short news release to print publications. We’re using off-line news releases to promote our on-line site.

If you’re trying to sell direct from the news release, keep in mind that it is hard to sell things for $195, $300, $

400, or more. Most of our success has come from products that were under $50. However, if you’re just asking people to check out your web site for more information, then you can use page after page after page to tell the complete story that could get you those $195 or $295 sales.

You have a better shot to sell something when you have more copy and illustrations to tell the complete story. Send out those press releases to journals, magazines, and news- letters that give your complete web address and information, and tell them that a complete description of your product can be found on the web.

The offer is so important. Packaging everything up and making shipping free is, in fact, all just part of having an attractive offer.

We feel many of the infomercial people have made a big mistake on television. We recently bought a juicer and it was $179. We thought that’s a pretty good price, plus shipping and handling. We didn’t pay any attention to it.

When we got it, we saw that they had tagged our credit card for $39.50 for shipping and handling. It was shipped from a ware-house only 100 miles from where we were!

We fell they’re making a big mistake - a mistake that could easily be made by Internet marketers - when so many people hate high shipping and handling fees. They could package it together in their offer.

One of the low cost treadmill companies doing infomercials calculated that their shipping and handling fee actually paid for the cost of the product!

Shipping and handling can be a profit center. It’s making some people mad. But another thing to look at on the Internet is the fact that we have a great advantage. We can eliminate shipping and handling, and sales tax all in one swoop, because we can deliver electronically. And so far, to the best of my knowledge, if you deliver electronically there is no sales tax even in most states. Because no product ever changes hands, only electrons.

Another very important ingredient to learning, and therefore success, is feedback. You need to know when you are failing and when you are doing something right or wrong. A good instructor constantly gives you feedback. The Internet provides for almost instant feedback. You can put something up on your site and you know, sometimes within hours and certainly within a day or a week, whether it’s working or not. And on the Internet you can make instant course corrections. That’s another value of the Internet compared to direct marketing or space advertising.

We believe that the best two methods to get people to buy everything today are:

1. To be considered a great expert.

When you paint yourself in the position of an expert in your copy, you appear to be someone who truly knows what they’re talking about, not just someone trying to get a few bucks with a sale. Being an expert makes your product very valuable, since it’s coming from such a reliable, successful source.

2. Paint yourself to be just like the people you’re marketing to on the Internet.

By setting yourself up as a common member of your market who just happened to find an answer that worked, the prospects will identify with what you say and the situations that you’ve been in. This personalizes your copy, and gives them the belief that what worked for you would work for them, too.

You can charge good money with either technique. Either you’re the ultimate expert and they just have to have what you have because you’re the master who can teach, or you’re just like them, but you’ve found some ways to make excellent money or you developed a great product.

Even though you’re just like them, now you’ve made a fortune if you’re selling money-making or financial information. Now you can help them with the techniques that you learned. Those are the two best ways to make money, in our opinion.

You also must not isolate yourself from the rest of the world. Knowledge can be found in many different places. Money-making ideas are everywhere you look! You’ve got to be open to seeing things that other people generally don’t see.

Instead of saying, “Hey, that’s a great idea!” you should be saying, “Hey, that’s a great idea! I wonder how they did it. I wonder how I could do something like that too.”

It’s all a matter of thinking. You need the ability to think big. Start thinking, as we like to put it, on the other side of the cash register. When you see a good idea, you shouldn’t just notice it, you should notice it and then try to figure out how you could do something like that.

After years of thinking about things like this, reading all of the good books and magazines out there about the success in business that other people have had, you will start thinking like a businessperson, and you will begin noticing the common denominators that are out there in many different businesses.

How do they generate their profits? How do they earn the sales? You will be able to start figuring all of these kinds of things out. You’ll start seeing that money-making ideas are everywhere you look. Then, all you’ll have to do is just go out there and put it into effect!

For years, we’ve all searched for some kind of a miracle.

It’s a miracle if you can just sit at home, even in a wheel chair, tap-tap-tap on a computer, and have money come to your house. We’ve been looking and looking for that.

Well, we think this is the miracle that could save a lot of individuals! It’s instant. They just go on the Internet, put something that they have in their attic on e-Bay - or whatever auction - and by the next day two million people in 90 countries around the world are looking at it. It’s how to turn your “junk” into someone else’s treasure - and make thousands of dollars doing it! It’s cash from your attic!

Like the quote from the Wall Street Journal, “With two million people looking at it, there’s always someone who says, ‘That’s exactly what I want.’” Then they make friends, they’re doing what they love, and they’re making money. It’s just a miracle!

It will be your job to introduce an unknown product to the mail-order company, a much more doubting reader. Your offer must provide solid reasons why the catalog house should consider selling your product to their customers.

To develop convincing reasons, you must research every fact that could possibly influence a buying decision. Offer an item with a more competitive price, a major price break, better quality, or extra benefits.

You have to think about every aspect of your product first. The simpler and easier you make it for the catalog house, the more inclined the catalog house is to accept and run your promotion. Why? Because you’ve already done all the work for them.

Nobody should put in as much work to sell your product as you do. This is the same thing we tell those who write press releases. We tell them to do it all for the editor and make it as easy as possible for them to run the piece in their publication.

The key here is to know everything about your product. Know why it’s a winner, and work on it as hard as you can. Then, you can write the best pieces about it. You can get it into the catalogs much easier if the catalog house doesn’t have to put much - if any - work into what you’ve already done! By doing this, many companies have made thousands of dollars in a matter of months. And knowing everything about your product could put giant sums of money in your pocket - within only a few months!

When we speak with many people starting into business for themselves and bring up the topic of starting a newsletter, many of them invariably say, “Oh, I don’t know if I can publish a newsletter.” Don’t let yourself fall into that mind trap - you really can! A great number of successful marketers - including us - find newsletters to be great ways to build business.

We publish newsletters both online and offline (for years we published off-line only) for one main reason - to keep in touch with our customers. Any profits we make from the newsletter are just icing on the cake. With newsletters you can be in touch with your customers maybe six, ten, or twelve times a year. If you’re going to try and have more online content that’s of a higher quality, there’s no better way for you to do this than to publish a newsletter weekly, monthly, or whatever schedule you decide on. People will come back to the site to see it.

We think it might be a good idea to make your prospects and customers come to your website to see the newsletter rather than e-mail it to them. Let them download it from the site or read it on site. Don’t get us wrong, e-mailing your newsletter to them can be good - There’s nothing wrong with it - but it doesn’t get your prospects and customers to visit your web site on a frequent, regular basis. Newsletters are a shocking way to make more profits every 30 days - by putting a unique item on your side!

Now let’s go over how you do a newsletter. Many of you are highly qualified - you don’t have to be a great writer or a famous author. You just have to be able to piece together different information to publish a newsletter. It really isn’t very difficult, guys and gals!! You should consider doing it. You could get someone to write it for you. You could scour the Internet where there’s just literally thousands upon thousands of pages worth of free information and pick out the best of it that relates to the subject that you’re trying to promote and put together a newsletter that way, along with some original stuff of your own.

We’ve said it before, and we’ll say it again - seriously consider a newsletter! It is a great way to get Free Advertising and build your business because, in addition to having the newsletter on your site, you can offer that newsletter for free on so many other sites and related websites. Then, in the newsletter, there’s information on how to subscribe, and you can go a step further - you can sell advertisement space on your newsletter.

We believe the best way to make money on the Internet unless you’re Dell Computer a great software company, is to sell advertising. We’ve made more money selling advertising on the Internet and websites than we’ve ever made selling books and other products and services.

We’re sure some people could say that they’ve sold more products than many of the advertisers, but advertising is probably the best way to make money on the Internet. If you have an E-zine or a newsletter and you take in advertising, that is a great way to make money.

There are so many sites on the Internet where there are many, many ads. You surf your way there and find that there’s something like 1,000 classified ads - maybe even 10,000! Most people, we believe, will not wade through all those ads. If the ads are stuck here and stuck there in a very interesting E-zine or a newsletter, then people will read the ads as they read the content.

We’re telling you that there are two ways to make money. You can sell your products and services with the newsletter. You can get your newsletter on related sites. You also can make money by selling advertising. Consider publishing an on-line newsletter!

Your biggest hurdle to getting prospects to buy your products is the fact that they are going to be naturally skeptical of the claims in your sales copy.

We live in a very consumer-aware time. So many people have been scammed, and so many scams have been revealed to masses of people courtesy of the media and through the efforts of organizations like the Better Business Bureau and Consumer Reports, that people don’t instantly believe anything an advertisement tells them without some sort of proof that what’s being said is true.

How can you overcome this skepticism? Do a little role-playing, and put yourself in your customers’ point of view! This is how to read your customers’ minds!

In order to get the most success selling to a market, you have to know the people who make up the market. Not all the people themselves, but the average mindset of these people. Think about them, know them, find out who they are.

Is this a market where people are scammed often? Do most products offered live up to their promise? Which companies are the most successful, and why? What are these people afraid of when they get offers? What keeps them from buying?

Once you know these things, start listing the reasons why your market turns down offers - what could potentially keep these people from buying from you!

If you jot down a list of why people will not buy your product or what problems or challenges they might have and you can eliminate all of these factors in your own offer and sales copy, you could make thousands of dollars where others have failed!

The secret is in intimately knowing your market, and understanding how your market works. Doing this one thing could put thousands of extra dollars in your pocket!

The purpose of any headline is to attract readers, and get them interested in your offer. Bottom line: Headlines are how you can attract customers. Some writers will create a blind ad or another clever headline that is designed to attract a general audience. However, that does not mean there will be orders.

Often, an ad’s targeted prospects may fail to realize that the ad is offering something they want, and they scan right over it. Ads must be targeted at the “most-likely” prospects.

The headline is what makes the prospects and customers the compelling beneficial promise that in turn draws the reader into the ad copy.

Also, you should make your headline as dramatic as you can. This helps make the headline very clear and very compelling. It draws people into your ad. The more dramatic you can make it, the better.

We like to keep things simple because the simpler they are the more apt you are to put a little time into just giving them a try. We read some great ideas, and we see a lot of great ideas. We go to conferences. We read the books. We see a lot of very complex excellent ideas, but we know that very few people are going to go through the trouble to carry out the complex ones. The simpler they are, the more apt any one of us is to try them.

This is how simple it is - say thank you. If you want to make your website stand out, say thank you. Make your web site do something more than just sit there. Say thank you, and your website can almost just sit there. Just say thank you to every visitor that comes to that website.

To do that all you’ve got to do is make sure your website has some kind of a form. The way we design our packages, there’s always a collection form to collect mailing list information.

Put a form on your website. Say, “Hey I got some exciting, free information from my catalog,” or “I’m going to give you my restaurant’s menu. First, could we please have a little information about you so that we can keep in touch with you?”

Ask the person for their e-mail address and ask them for permission to e-mail them now and then. Once you’ve got the e-mail address, just send them a thank you for visiting the website.

Why’s this so powerful? We were just looking at some recent surveys on the number of new domain names registered or the number of domain names actually registered. A domain name is a web address that you obtain for a website. This doesn’t count the number of websites, mind you, that are under a domain. There can be more than one website on a domain.

Just consider that domain names alone are websites. In July of 1998 there were thirty-six million domain names. In July of 1999, there were fifty-six million domain names. That means in one year there were another twenty million new domain names and more than that. Say two to three times that on average are the number of websites you’re competing with.

Roughly 90% of those websites don’t even bother to ask you for your e-mail address. They don’t even bother to ask you for any information. They just statically deliver information. Of that 10% that do bother to ask, 90% never send you anything in response.

So just think, by putting that e-mail form on your site that sends an e-mail to you when they respond and gives you a visitor’s e-mail address and permission to e-mail them, that alone makes you stand out above 90% of those millions and millions of other web pages. It makes you in the top 10%!

When you get one of those e-mails, just send a standard response saying thank you for visiting my website. You now stand head and shoulders above 90% of that remaining 10%. You’ve just knocked down the competition and the odds against you 200-fold or a thousand times, actually!

The other thing we would do is include a tag line on that e-mail that offers the person that you’re thanking a nice discount or a special offer on whatever you’re selling on your website. Something special, a free gift if they come back. A special discount because they bothered to give you their e-mail address. Also, of course, you’ll want to send additional e-mails down the road reminding them if they haven’t visited or reminding them of specials. The key is now you’ve collected their e-mail, now you’re creating a relationship.

There may be millions and millions of websites out there but there are very, very few of them generating a relationship. A relationship is the most powerful thing you can create between yourself and a customer to guarantee sales for years to come and a customer that comes back to you even though there are millions of other pages they could be visiting.

It takes a little effort. You’ve got to set up an e-mail address. You got to have e-mail, but you don’t even need a computer to do that and we stress this all the time. You can go to several places. There’s a company called Hotmail.com, www.hotmail.com. There’s a company called Juno.com, www.juno.com. You can reach these two places with any computer that runs a web browser that’s connected to the Internet and fill out and set up an e-mail account of your own or multiple e-mail accounts if you want to.

What this does is it enables you to go to your local library. You can tell the librarian there that you need help getting on the Internet and “Show me Hotmail. Help me set up a Hotmail account.” You can go to the library twice or three times a week to see who’s visited your website and send out an e-mail. Have that be the e-mail address where the form is sent to, and you just reply saying, “Thank you for visiting my website.” You could have a friend do it.

We have always said that every neighborhood has at least, probably, ten high school aged kids within a few block area radius of you that’s got their own personal computer and Internet connection. They would be happy for ten to twenty bucks a week to collect and send e-mails for you. It’s that simple.

As a consultant, you may have clients call you up and want your help with some aspect that you aren’t very familiar with. What do you do then?

Would you be willing to forfeit other profit areas because you lacked the expertise? Absolutely not! All you have to do is identify other consultants who do have the expertise. This is how to easily get the help you need to do anything you want to do!

You then have some options to consider:

You can refer them directly to the business owner for a commission.

Obtain estimates from the other consultants and present a total one-package deal to the owner.

Pay the consultants a percentage, or hire them outright.

No matter which way you go, the important thing is you didn’t miss that client - or the money you made from helping that client!

A market is a group of customers that have something in common that makes them targetable for certain advertising promotions. A marketplace is a place where you can reach that market.

Where are the big gaps in the market place that you can fill and make a bundle?

In order to fill a gap in a market, you have to constantly look for companies that are not serving a market well enough. You should constantly look for groups of people who are buying for certain reasons. You are constantly looking for needs and hungers in the market that other companies just aren’t filling.

Behind every successful company is a group of customers that are hungry for the benefits that company provides them. But, more often then not, those companies have weaknesses and gaps that they are not filling.

But, you can fill those gaps yourself. Look for those needs and desires that just aren’t being met by the other companies in your market. What are they overlooking that their customers want and need?

Offer these things to your prospects and get the message out that you have it, and you will attract the market’s attention. Then, since you are able to offer the market the things it wants that no other companies are offering, the market will be much more open to doing business with you. This will help pull customers your way, and will also help you bring competition away from your competitors. In essence, the money that your competition is making now could potentially be just waiting to be yours!