Those who are successful in Internet Marketing employ a method which I call the Domino Principle. If you have ever seen one of those exhibitions or contests where the object is to set up a large number of Dominoes and then simply knock the first one over, resulting in all of the dominoes being knocked over in sequence, you will understand the idea. Many people seem to think that having a website is all you need to make money in an online business. In some cases, having a website is not even necessary…

All of the following elements should be incorporated in a well-defined Marketing and Operations Strategy, and even beginners would do well to include most, if not all of them:

1.Product(s)
2.A Sales Page (or an affiliate page)
3.Squeeze Page(s)
4.Autoresponder(s)
5.Upsell Page
6.Thank You Page
7.Error Page
8.Advertising Resources
9.Ad Tracking

The idea is to set all of these up in such a manner that if you feed the funnel, the system takes care of the rest. So when someone is introduced to the one of the inputs leading into your system, the system takes care of the rest:

1.Advertising Resources should be many and varied and specific to the product or service you are promoting. The old adage, ‘never put all your eggs in one basket” applies – all products are not suitable in all channels. I would never advertise ‘big-ticket’ items or services in classified or ffa (free-for-all) sites, for example, since those sites are typically frequented by freebie-seekers and program-hoppers…

2.I always use tracking links. It is simply insane not to, especially when, for example, MyViralSurfer employs links that look like English sentences and inspire the viewer to click. These links should be employed to answer the question “Where is my web traffic coming from”, and should tell you not only which ad was clicked but where the ad was placed. This enables you to make decisions about resources as well as alter ads so that they work better. If you’re not tracking, you don’t know, and if you don’t know, you’re marketing in the dark…

3.If someone clicks on your ad, the worst place you can take them to is an affiliate website. Why do I say this? Because in most cases you have just lost the only opportunity to promote to them, and if they do not buy this time, it’s all over, they’re gone. Most people do not buy the first time they see a sales page, and they are more likely to do so from someone they know. Familiarity breeds trust on the Internet, and trust is earned, so what can you do to earn their trust? There are many ways, but the object is to turn a visitor into a captive audience. A captive audience is one that I have a measure of control over – I can promote to them whenever I wish to – and the best way of doing this is to get them to subscribe, via one of a number of ‘vehicles’ we use for this purpose, whether a free ebook, an ezine, a training course or free software, to our mailing list. We call the page that we take people to for this purpose a ’squeeze’ page and the idea is to make them a ‘mafia’ offer (an offer they cannot refuse) so that before they know it, they have their goodies and you have their name and email on your list. GetResponse and Aweber offer the best services on the Web for capturing your subscribers’ information, and if you’re not using an autoresponder (the system responds, not you) you’re probably not very serious about marketing…

4.Once your subscriber is ‘hooked’, the system should then autopromote to them, and such autopromotion will be built-in when you set up the autoresponder. So when they place their information in the spaces, the next place they ideally are taken to is a ‘Thank-you’ page, because they still have to confirm their email address before you can send them information. On the Thank-you page, you’re not just going to say thank you. They’re still a captive audience, and you can focus their attention on something related to whatever they just subscribed for. I include four tactics on thank you pages – peel ads, (those ads that ‘peel’ out over the page to reveal a clickable corner ad) pop-up exchange ads, ( I earn credits every time the pop-up is displayed, and my ads are shown elsewhere) exit floating ads which arrive in the page when they move their cursor towards the top of the page, and a single ad below the ‘thank you’. I generally employ no more than two of the above together, since in the first place I do not want to irritate a new subscriber and secondly people who are offered too many choices often take none. Of course, I employ tracking links everywhere.

5.Another opportunity is the 404 or ‘error’ page, which visitors may see if there has been a glitch with the url or finger trouble when placing the ad. This may be seen to be a disaster, but it’s really an opportunity to offer another service or product to the visitor, even if it’s an ebook explaining how to make better use of error pages…

6.I only promote Sales pages to my own list, never to list memberships like ListJoe and List Bandit, where I promote only squeeze pages. I only sell to people who know me. So what I do have set up in my autoresponder sequence is a number of emails in which I will alternatively send free ebooks, resources and software, promote certain affiliate programs, services and products, all set up so that anyone subscribing will receive those emails automatically. It goes without saying that I use tracking links throughout, always with a keyword that tells me where the link was clicked….

7.The Upsell is a unique type of Sales page, where the person has either just subscribed to a free offer or has purchased something relatively low-priced. The OTO (One-Time-Offer) is an example of such a strategy, where a special offer is made, never to be seen again, with all manner of incentives to make the decision immediately. These can often be employed instead of thank you pages, the idea being to ’strike while the iron is hot’, particularly in the case where the person has already spent some money.

I have a simple term I use for these elements – they fall into two groups – DORM and DORF. DORM stands for Do Once, Repeat Many times, and it refers to things that I will change quite often, like ad structure and content. DORF stands for Do Once, Repeat Few times, and I try to make most of my system DORF, so that once it is set up, all I have to do is feed it.

It’s actually less work in the long run and often I get traffic from sources I had forgotten about because I set it up ONCE, and it’s still working for me…

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Selling is an exchange of information, and if the customer knows what you know, they’ll buy. Keep in mind that you always want to express gratitude for a customer’s time by communicating that you understand their needs. Selling is about having basic conversations and dialogues with people. I emphasize dialogue because good selling involves asking good open ended questions and listening. Selling is just understanding other people’s perspectives and helping them understand how your perspective can be beneficial.

Selling is an acquired skill that is discovered, developed and honed over time. It’s a fact that some people come to sell easier than others, but it’s not because they are fitted with some “sales gene” at birth. Selling is all about the whys. There are some very important whys that you want answered and there are some very important whys your prospect wants answered.

Selling might have been done by the seat-of-the-pants in the 20th century, but that isn’t going to work now. Those who miss this shift will find themselves further and further behind quotas and locked in a corporate pressure cooker. Selling is hard enough. Selling after your client has gone through re-sell is like a divorced couple getting remarried.

Salespeople need to not only probe for needs, but also probe for an understanding of the prospects design point-of-view, if they have one. Salespeople as a breed are resistant to change, especially when the change affects how they do their jobs. They don’t get very far in their field without knowing how to work a prospect, stay in touch until closing the sale (or getting a definite “no”), and track their numbers against projections.

If you’re an ethical person involved in selling, by nature your concentration will be on ethical behavior; filling someone else’s need, providing real benefits or services, or doing something useful by helping your customers. Nothing in life is entirely fair, and a billionaire in need of a kidney is a poor man if he can’t buy one at any price. Nothing is more important to a company than bringing in revenue, and no one brings in the revenue like a good sales coach. Become the best one you can possibly be and you’ll always have a place in 21st century “Sales” America.

Customers are the most important part of any business. Without customers, service and businesses would not flourish. Customers will come to your business if you offer clear benefits to them, not just nifty features. They will need to be motivated, so make it easy and make it logical for them to choose you.

Good direct salespeople don’t have a care in the world. They can make money any time they want. Good direct selling begin by breaking the ice with a little small-talk (and equated small talk with relationship-building). Then they deliver the razzle-dazzle pitches to wide-eyed, hopefully-receptive prospects. Good direct salespeople are masters at hiding burnout. They may continue to appear positive and upbeat, but their sales numbers will tell the story.

Good salespeople in general are successful for a reason. And these reasons can be distilled into a structured series of impressions that capture the critical points of the sales conversation. They are very competitive. No matter how well they did yesterday, they want to do better today and still better tomorrow.

If you’re interested in a non-direct selling approach, please visit our Web affiliate programs.

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