Internet Marketing

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The Six Step Cybercopy Formula Step One
Create Effective Copy(Effective means Does it
Persuade you?)

• Promise a Unique Benefit (Headline)
• Spell Out the Promise (Subheadline)
• Develop the Body of the Page
• Use Bullets
• Credibility... Provide Proof of the Claim
• Instruct Reader to Take Action

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The Six Step Cybercopy Formula Step Two Create
Persuasive Headlines

• Headlines are responsible for 80 of your
  response
• Headlines are the Ad for the ad
• Grab the Attention of your Reader
• Peak your readers interest
• Stress Benefits, What pain is eliminated?
• Demonstrate what your product or service will do
  for them

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The Six Step Cybercopy Formula Step Two Create
Persuasive Headlines

• Keep it Short and Simple
• Focus on the Primary Benefit
• Select Your Words Carefully appeal to your
  prime prospects
• Use Action Verbs
• Apply the Test If I read only the headline..
  Will I know the Product and the Benefit?

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The Six Step Cybercopy Formula Step Two Create
Persuasive Headlines
10 Action Words for Headlines
- Be - How - Realize - Discover - Learn
- Acquire - Achieve - Get - Gain - Invest
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The Six Step Cybercopy Formula Step Two Create
Persuasive Headlines
12 Most Persuasive WordsIn the English Language
- You - New - Money - Save
- Results - Health - Safety - Love
- Discover - Proven - Guarantee - Easy
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The Six Step Cybercopy Formula Step Three Use
Bullets

• Mini-Headlines
• 50 of your text should be in Bullets
• Bullets should scream out PRINT A HARD COPY
  NOW!!!

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The Six Step Cybercopy Formula Step Four
Credibility
Provide reasons why you are telling the
truth Logic and Proof Statistics Support from
others (Testimonials) Be Specific, Be Relevant

• Reputation
• Trial Offers
• Seal of Approval
• Demonstration

• Testimonials
• Money Back Guarantees
• Warranties

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The Six Step Cybercopy Formula Step Five
Personal Style

• People like doing business with friends
• Talk one-on-one, me-to-you. We like personal
  attention.
• Use plain and simple terms
• Stories of personal experiences work great

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The Six Step Cybercopy Formula Step Six
Action Step

• Build Urgency
• Compelling reason to act now
• Dont decide now
• You cant lose
• Bonus or discounts
• Make Security well known
• Dont forget old methods...Phone, FAX, Email,
  Mail
• P.S.
• Make it easy! EZ EZ EZ EZ EZ
• Be content with building leads

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How To Get People To Visit Your Site

• Publish on Search Engines
• Remind past visitors and customers. Email is
  the best push technology.Get their permission
  first, then give them your
• Befriend customers... Give them the best
  information This is our love group... Give them
  valueNever spam them or give their address
  out... Ever
• Update regularly... Keep your pages fresh. The
  best sites are always under construction.
• Inform them. Get them to the front page and then
  make it easy for them to stay. Use simple,
  consistent and convenient navigation.
• Make it fast. 28.8 modems are the rule.

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How Do We Become Ranked On The Search Engines?

• Analyze Search Engine AlgorithmsMost search
  engines are differentAlgorithms are changed
  regularly
• Review Search Ranking Regularly
• Design page

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Sample Findings of Search EnginesTop 10 Sites

• Yahoo
• Altavista
• Hotbot
• Excite
• Lycos

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Making Internet Business Work

• Advertising builds awareness and image... On the
  Internet we present an offer. Like direct mail,
  internet can and should be used to be intrusive.
  Push E-mail is the best.
• Internet is an interactive media that facilitates
  exchanges... Amazon.com
• Internet must be involving... Webauction.com
• An offer presents a benefit and offer to sell at
  a quantity/quality/value ratio. Compare.net
• The offer should create a profitable customer
  base. Make it acceptable and affordable.
  Landsend.com

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We must Analyze our Internet Customers

• We want to obtain information from the prospect
  and sell specific features and benefits to the
  customers individual situation and needs.
• Find out who is most interested in our products?
• How do we create the message and information?We
  simply try it out....We offer new productsWe
  test new pricing optionsWe test new messages,
  formats and imagesWe test what else we can sell
  to our customers.

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Taking Advertising Targeting to the Next Level...
Make it Smart

• SelectCast from Aptex Software in San Diego
  "learns" on its own through a pattern-matching
  technology just like those used in credit-card
  fraud detection.
• Profiles are generated by observing online
  behavior where the program watches what the user
  clicks on and creates an "ad profile."
• Ads selected for the users pattern are then
  presented.
• The click through rates are twice as high as
  those for all other advertising links across the
  Internet
• Source Scientific American , December 1997

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What are the Future Internet Challenges and
Opportunities?

• Ability to track and optimize impressions to sell
  in a fully accountable manner.
• Need for Bandwidth to enhance the experience
• How to make money and at the same time make the
  content interesting enough to come back.
• Satellite Technology, Cable and Wireless Modems
• Database and relationship marketing tools, data
  mining and e-commerce logistics solutions.

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Real-time Feedback Tracking System
Market Strategy
Frontline Employee Strategy

Targeting Hot Spots

Forecasting

Purchase Process Modeling

• Employee Satisfaction
• Burnout
• Turnover
• Quality Perceptions
• Passion Factors

Segmentation

Database Mapping
Total Market Dominance
Customer Strategy
Leading Indicators of Market Success

Loyalty Analysis

Decision Attribute Modeling

Real-time data access and manipulation

Decision Choice Modeling
Leveraging Technology with Marketing Expertise to
increase Market Share and Profitability
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