5 Steps To Selling More Copies Of Your Book

Biana BabinskyHow To Get More Clients Online

Don't be haphazard in your marketing. Have a plan, and stick to it. Don't jump between methods and not follow through.

1. Find your target market
- be specific - who can afford it now
- question - what is attractive to supernatural/sci fi shows?
- solve a pain or seek a pleasure

2. Informative website that talks to target audience
- have your own domain name
- have lots of copy to sell product
- have one page of copy per product
- outlining benefits of product per page

3. Newsletter is greeeattt
- offer free gift to subscribers
- what do they really want to know, what pain or pleasure are they seeking?

4. Blogs shorter and more informal than...

5. Articles are nice
- dovetail with what's being offered in the newsletter

Track your efforts. If you're getting people to your website/clients through one method and not another, refocus or adjust. What search engines, etc. etc.

5 Secrets That Will Make Your Web Site Go Ka-Ching!

Beth Schneider and Michele PW
1. Traffic - need marketing plan
- break it down by month and day
100 visitors a day is a goal to have... at that point, it'll become a lot easier
------ for small list, direct mail is much better, with URL!
-Pay per click is good for fast traffic - best for a product, not coaching, because you can only get 5 words
- use articles, make sure you have bio box at the end with a good ad
- press release - prweb.com - costs money, but worth it

2. Headline(s)
-People take 3-5 seconds to decide whether to stick around. We'll read your headline, above the fold. Good headline is orange or red:
How much business are you losing because your copy isn't doing its job?
- person visiting it are in some kind of pain. They're there to make more money, for example. Looking for solution to the pain. Offer solution, or relate to pain. Use words your targets understand (do they know what copy is?) Don't use jargon. Hard to sell "You'll be happier." But can sell "fear of loss." Negative gets people reading. Avoiding pain/loss more powerful than pleasure-seeking. But do balance it... start with pain, then go into solution.

3. Call to action
Need to tell them what to do. Near the bottom, after reading copy. Be specific: click here to go to order page. Call here to do it.
- long sales letter -- people read it out of order, so good to have the call to action all over

Verdana - good for text
Sans serif for headlines

4. Adding credibility elements to your site
- want to know you'll deliver what you promised
- photo is very important - with dog/kids as side/about us photo - considered more credible and likeable (for real?) - people with think you're more likeable and trustworthy
- audio - welcome message 30-60 seconds. Physical address. Phone number.
- signature... handwritten
- associations, whatever
Ali, E-zine Queen - more personal she got, the more money she made

5. Have a follow-up system
-way to collect e-mails
- because you will educate them, then when they have need, they will search and go with your competitor
- suggests 1x a week, but 1x a month better than nothing
- follow up can be direct mail. Can be e-course...

Improve response on e-mail

Postini --
Gives info on spam

How do you whitelist yourself across the board?

Sending e-mails:
Must have mailing address (not PO Box!) and phone number, obvious opt-out thing (must be honored in 10 days), clear subject line that says it is a marketing message (from mass sender) - July 2007 Newsletter is okay

If you send too many e-mails to wrong addresses, must regularly scrub your list, or else they (spam-monitors) will think you're evil spammer

1. User-focused approach to opt-in. Why sign up? What benefit will it give to them? Discounts? Whatever?
Take away the confusion and fear of dealing with a writer.

Show what the e-mail looks like in opt-in, what it includes.

Then opt-in... say what you ordered, set up expectations, (remind to whitelist), no surprises, when they'll start getting e-mail

2. Outsource deliverability monitoring...
3. Authenticate sender address
4. Establish rep as good sender
-SPF, Sender ID, Domain Keys... work with your e-mail service provider to see if you're using this tech
-accreditation services that will #1 Sender Score Certified, Habeas, and Goodmail - pay fee to assess your sending history, your database... then they will monitor and will say you're good person :)
Always send from same IP address.

www.forrester.com/emailmarketing

6-7 figure success stories

Alexandria Brown conference call

1. What to do
2. Most efficient way to do them
3. Do it in the correct order

Valerie, from Changingcourse.com
It's the list stupid!
Be on other people's conference calls and vice versa

Clientattraction.com
High value/high content stuff to drive list-building
Before working with clients was her only income, now she does workshops, different packaging
Passive income, leveraged income
Offer the information... easily incorporated. Not smoke and mirrors. This is it, this is an example of it. Be very high value/high content, not much smoke and mirrors.
This woman created this elite program, and it took her 45 minutes to pull together. And people really wanted it! Don't feel like you have to struggle for your money. It can be easy and fun.

Alicia Forest, make more sales, etc. etc.
clientabundance.com
Was struggling for years as a web designer/developer

Epiphanies Inc.
ahayourself.com
Focuses on the aha moments.
It's about creating multiple products. Many do workshops, then mastermind groups. Mastermind groups are regular meetings with a bunch of people who paid to be there.

stopyourdrama.com
I help internal/external drama that drains your energy.

Working with virtual teams

Tracey Montefort, MPPowers.com

1. Have an idea of what your team will look like when it's successfully built/why it's important... what will it get you more of
2. Delegation hot seat... data dump of all the tasks that you do that don't excite you and don't have high payoff... write them all down, usually personal assistant, bookkeeping, and website
3. Finding a person to work with; FIT....
A. Get clear about what your ultimate team will look like/why - don't hire someone like you, you want someone to balance you
B. Be clear about values and standards
C. Create written job description
D. Know where to find them... go to place where you can pick them, look at their res, don't put them in control of the hiring process...
ivaa.com, assistyou (assistu?)
Da. Write your own job description... what you do
All successful people need someone on their team, someone behind you.

Have a team that becomes your partner, not something you have to manage. We don't have to follow the corporate management model. On time results model system.
The difference is not what you need to start doing, but what you need to stop doing.
Have a plan for consistent business growth.
What's gonna get you money now;
Money in 2-5 years

To make a big impact, run a big company (6-7 figure business). To do that, you need people.

Barter/Trade is one of five ways to get the support you need without having cash flow issues. Not a huge fan of it.
intern, retirees, stay-at-home-moms, VA matchmaking services, affiliate lead (if in charge of marketing, for example)

Allows you to be in your passion and in your strengths. It's a way of life.
Do you want to build your team the hard way? Or the easy way?

Blogging and Branding

Ruth Klein & Blogsquad

If having blog problems, etc., might be because no brand, or underbranded. May need to rebrand yourself.

1. Must have brand
2. Must communicate clearly
3. Must have targeted audience

If you don't have these, won't know how to cross sell or upsell.

Business brand - external reflection, that clients see. This should be in line with personal brand.
Also, emotional benefits should be in there too
What it's all about... about diversity, or about common sense in business...
Sam Horn: POP... how to stand out in your crowd. Cute doesn't sell by itself.
Blogging has to be transparent, personalized - more face-to-face time
Kodak - Very serious at first, then said silly "Man did we blow it!"
Clever and memorable tone wins out over business and serious tone because of transparency and personalization trend
Transparency... say you're selling something, I guess

A brand is measured by:
1. Psychological - what do people think when they see your brand?
2. Emotional - How do they feel when they think of your brand? These are the emotional benefits
3. Physical - How it looks? Colors, grammar, etc.

How to grow? Exploit your intangibles, like a hobby, or something that didn't work, but could be used in a new way. Intellectual assets... interest in France, for example. Man whose hobby was to do media, might sell media presentations from then on.

How to promote your blog
1. Name your blog well. Post 2-3 times about your expertise. Use key words that say who you are, what you do, and how you solve people's problems
2. Press releases, put in your e-mail signature

1. Establish yourself as the expert - via blog
2. Writing white papers - great for B2B, also can put in stats etc. and make it a press release
3. Personalization in everything you do - Get a review of the company by someone in your company once a month on MySpace or YouTube, gather.com
Sharper Image guy uses every product they have

Be consistent.

How to name your brand:
Think about the benefits your clients get when working with you, ie the organizer, the divorce buster. Play on your name. Look at cliche dictionary. "Go ahead, make my Ebay" "Blood, Sweat, and Gears" for a bicycle shop. Innocreator... combine words.

Create a survey: ask 7 people with 4 questions. 7 past clients or customers, prospects, vendors, joint ventures, affiliates...
Spend 4 hours a week on your brand/business - blogging, too

Business brand - is the external piece of your personal brand that emphasizes what you give to people.

Blogs should have a goal Each post should be 200-300 words.

Know your client's pain points, what keeps them up at night, then ID how you address them.

1. Have a good title
2. make it clear who you're talking to
3. Easy to read/understand/navigate
4. Original stuff
5. Good headline

What are your interests? What are your values? What do you admire about certain brands? Their USP?

One attractor to Ruth Klein is a successful company that has reached its tipping point... plateued and you need to take your brand to the next stage.