Boost Your Internet Sales 1,000%
In 90 Days or LESS
In this issue:
- Why the Internet will at least DOUBLE in size in the next four years …
- Why that’s not necessarily a "good" thing for Web marketers …
- 3 "Waking Nightmares" stalking Internet marketers now …
- The one missing ingredient that can easily multiply the response to most Web promotions today …
- A one-second IQ test for Web marketers …
- And much, MUCH MORE!
Dear Business-Builder,
Hiya. Hope you’re doing great.
Me? Well, it’s 3:45 AM on a Saturday morning and I just woke up, made my way to the office and sat down to write this issue for you.
What a guy – right?
So what would you like to talk about today?
What’s that you say? "The Internet?" OK, what about it?
"… How business owners, marketing execs and copywriters could be – should be – making about ten times more money than they are now?"
Amazing how great minds think alike, isn’t it? That’s just what I was thinking about!
Alrighty then – here goes …
Internet gurus – especially the hypesters who want to sell you a book on "How to Make a Gazillion Bucks by Noon Tomorrow on The ‘Net" – will tell you that the Web is a godsend for anyone looking to get rich quick.
They shout about how hundreds of millions of people browse the Web and read their e-mail every day – and that thousands of them are just dying to buy the product you’re selling.
Well, there’s no doubt that the World Wide Web is huge. According to the CIA World Factbook, 223 million Americans – roughly 74% of the U.S. population – now have Web access.
Throw in the rest of the English-speaking world – and millions more around the globe who are fluent in our language – and it’s a pretty good bet that well over 300 million consumers and business people can read and respond to your English-language sales messages.
300 million prospects not enough for you?
Ok …
- If you translate your e-mail blasts and websites into Spanish, you’ll pick up about 76 million more prospects in the U.S., Mexico, Central America, South America and, of course, Spain.
- Add French, German, Russian, and Portuguese sales messages and you can talk to 116 million more future customers.
- And if you can figure out a way to make your sales messages readable to Web nerds in China and India, you’ll pick up another 313 million prospective customers.
That’s about 805 million prospects in all – and still, the Web is just getting warmed up …
2 Billion Web Users by 2010
Altogether, about ONE BILLION people on the planet have Web access at this very moment: That’s one out of every 6.5 human beings alive today.
In 2005, about 136 million new folks joined the Internet community for the first time. That’s 248 new Web users every minute … more than 15,000 per hour … and more than 372,000 per day, 365 days a year.
At that rate, the number of people on the Internet will DOUBLE AGAIN – to about 2 billion users – in the next 2 years!
And even that "2-billion-by-2010" number may prove to be a gross underestimation.
The wildest wild cards? China and India: Nearly half of the world’s population lives in those two countries – about 2.4 billion souls. And so far, only about 13% of those folks have found their way to the ‘Net.
If you asked a roomful of 100 Chinese and Indian folks, "How many of you use the Internet?" – well, my guess is that almost nobody would understand a word you said – because they all speak Chinese or … uh … Indian or something.
But even if you went the extra mile and asked them in their native tongues, only about 13 of them would stand and be counted.
Ask a roomful of 100 Americans the same question, and 74 of them would jump to their feet. The way I figure it, that’s only slightly less than would jump up if you’d asked, "Who wants free beer?"
My point is: Internet use is 12 times greater per capita in the U.S. than in China and India. But that’s changing – and FAST.
See, when it comes to economic growth, China and India are punking us – big time.
Here in the good old U.S. of A., our economy is expanding at the sedate, "civilized" rate of about 3.8% per year. But India’s economy is growing nearly TWO TIMES FASTER … and China’s is exploding by double digits – nearly THREE TIMES FASTER.
That means every day of the year, millions of Chinese and Indians are packing their knapsacks … leaving the farm for the big city … getting jobs … opening bank accounts … becoming consumers … and discovering the incomparable joys of something called "disposable income."
And every day, millions of these new consumers are using a part of their newfound disposable income to join the Internet community.
The thing is, the combined population of China and India is more than EIGHT TIMES LARGER than ours – so …
- When per-capita Internet use in China and India reaches just 25% of what it is in America, they will have 380 MILLION users online – nearly half as many surfers as exist in the entire world today.
- When Internet use is only half as widespread as it is in the United States, China and India will have 760 MILLION consumers online – almost equaling today’s entire Internet community.
- And when they finally catch up to the U.S. – with 74% of the people in these countries finally joining the World Wide Web – there will be a staggering 1.8 BILLION Chinese and Indian people on the ‘Net.
That’s more than one and a half times the number of Internet users in the entire world today!
So when folks tell you that the number of consumers on the Web is huge and getting huger – and that any self-respecting business owner, marketing exec and direct response copywriter would be certifiably insane not to make their Web-based marketing a big, BIG priority – they are NOT blowing smoke up your skirt.
Especially since reaching those hundreds of millions of prospective clients on the Web is unbelievably cheap …
Just like direct mail
– but with no printing or postage costs!
Twenty years ago, if you had told me that one day, I’d be able to reach all the prospective customers I wanted to without paying a penny in printing, postage or letter shop fees … and without paying through the nose for print space or TV and radio time … I would have probably smiled and backed away from you v-e-r-y s-l-o-w-l-y.
I would have instantly pegged you as a raving lunatic. But I would have been wrong. Thanks to the Internet, you actually can reach millions of prospects without spending a dime on any of those things – and that’s huge …
When I write a direct mail package, I know my client is going to have to cough up an average of $550 to mail it to every 1,000 prospects in his universe. That’s $55,000 to send it to 100,000 potential customers … and $550,000 to send it to 1 million prospective customers.
On the Web, you can post a website that millions will see for five hundred bucks – and then blast a million e-mails to drive folks to your site for next to nothing!
So yeah – the Internet is huge and cheap, just like the hypesters say it is.
And yes, marketing products and services on the ‘Net can make you a bundle. I know lots of Internet marketers who make tens of millions – even a hundred million or more – every year on their Web promotions.
But there is just a little bit more to it than that …
What Internet Hypesters Don’t Tell You
Wouldn’t it be great if the guys trying to sell you ridiculously expensive books, courses and seminars on Internet Marketing were right?
I mean – how great would it be if all you had to do was toss a site up on the ‘Net, send out a bunch of e-mails for free or nearly free and then go goof off on the beach while the Web filled your bank account to overflowing for you?
Unfortunately it’s not quite that easy. Before you can become the world’s next Internet mogul, you’d better get used to dealing with the three waking nightmares that plague more and more Internet marketers every day …
Nightmare #1 – Delivery Disasters: Because direct mail, print, and TV and radio advertising cost serious money, marketers are extremely careful to send solicitations ONLY to people who have demonstrated that they are ready, willing and able to buy the product or service being promoted.
Not so on the Web: Due to the fact that e-mail marketing is cheap – or even free in some cases – Web marketers have filled our e-mail boxes with far more junk mail each day than the U.S. Postal Service has ever delivered in a week.
As a result, all the major Internet Service Providers (ISPs) now screen your mail and block as much of the obvious spam as they can. And if you’ve bought a new computer or upgraded your software in the last few years, it’s a good bet that your own machine is blocking even more.
Nevertheless, we all still get dozens of junk e-mails every day – and at the same time, these automated spam filters are often guilty of throwing out the mail we want along with the junk!
I, for example, sometimes have trouble getting an issue of THE TOTAL PACKAGE to people who have asked to receive it – even after my issue has passed our own spam-checking programs with flying colors.
Heck, I’ve even had personal e-mails from good friends blocked or re-directed to my junk e-mail folder!
Needless to say, if you’re marketing a product on the Web, this kind of wildly erratic delivery can KILL the response to your promotions.
Nightmare #2 – The Competitive Challenge: Remember when Amazon was the ONLY major bookseller online? Google the word "books" now and you’ll get 1.5 BILLION hits!
Remember when eBay was the only major online auction? Google that word now and you’ll get 409 million hits!
Remember when Yahoo was the only major search engine? Type "search engine" into a search engine today and you’ll get 277 million hits!
I remember when I could search for "Copywriting" and see only a handful of hits. These days, I get 10.7 million – and another 767 million for "marketing."
Plus "weight loss" gets 91.2 million hits … "hair loss" gives you 17.2 million hits … "erection?" 26.6 million hits … "real estate:" 667 million hits … even "rutabaga" gets 720,000 hits!
Sure – you can spend a fortune on search engine optimization and Pay-Per-Click advertising on Google and the others – or maybe spend big bucks in other media to send people to your site.
If you’re very good and very lucky, your prospective customers might find you on, oh let’s say … the first five or ten pages that get served up.
The point is – the days when Internet marketing was cheap or even free are gone forever. The cost of getting your site noticed is rising – and will only get costlier as the number of websites on the ‘Net continues to explode in the years ahead.
Nightmare #3 – The Credibility Catastrophe: To me, this is the biggie – the monster that, unless some computer geek somewhere has a flash of inspiration and SOON – has the power to forever KILL the Internet as a marketing tool.
See, all direct mail, print, TV and radio advertising in this country is closely regulated by the Federal Trade Commission as well as other government agencies. When they catch someone lying, cheating, or stealing (or even "misleading"), regulators can shut them down in a heartbeat.
Not so with the Internet. It doesn’t give a flying fig what regulators or politicians say or do. If Washington proclaims something they’re doing is illegal, they can just pull up stakes and move to another country where the laws are more lenient, or the officials more bribable, or both.
And so, the Internet has become the sleaziest of all the channels available to marketers – with armies of scam artists filling your e-mail box with fraudulent promotions and other swindles.
- Like the jerk whose e-mails look exactly like an official communication from an eBay member, asking you to "sign in" – provide your user name and password – to answer a question.
Once you do, he has full access to your account, enabling him to re-route money due you to him!
- Or like the creeps that put out official-looking e-mails from Amazon.com telling you that your credit card is no longer valid and asking you to "log in" and give them a new one.
Fall for that one, and you can bet someone else will be living the high life on your money in no time flat!
- And like the hordes of swindlers who fill your inbox with unsolicited e-mails swearing that they can make your bank account, your hair and your male member grow while making your waistline shrink.
Listen to any of those swindlers, and you might as well flush your paychecks down the toilet along with the very, very expensive urine you’ll be producing!
No wonder more and more consumers only believe about half of what they see on websites – and nothing that they read in their e-mail boxes!
Needless to say, this is NOT a good thing for honest marketers.
BOTTOM LINE: With spam filters and other problems depressing e-mail delivery rates … with skyrocketing competition on the Web lowering individual website traffic … and with rising skepticism among consumers hammering readership rates, click-thru rates and conversion rates …
… The cost of making sales on the Web is rising and many promotions – even ones that once brought big bucks to marketers – are flagging.
In short …
The Web is Growing UP;
It’s Time Web Marketers Did Too!
Frankly, most Web marketers have been spoiled rotten.
Sorry guys, but you know it’s true!
For more than a decade now, the fact that your medium was brand-new and your prospects were wide-eyed has allowed you to get rich without ever having to think much about the strength or weakness of your Web-based sales copy.
So, you’ve written the copy yourself – or cheaped out by hiring neophytes to write for you.
And the fact is, the copy in 99% of the e-mails you blast and 99% of the websites you build is so weak, it would have long ago sent any direct response mail, TV or radio marketer into bankruptcy.
Now, with the Internet maturing and becoming more competitive … with the costs associated with driving prospects to websites rising … and with the average ‘Net consumer growing older, wiser and more skeptical – amateur night is over.
Suddenly, many Web marketers are beginning to find themselves in the same boat as their peers who use other advertising media – desperately searching for ways to boost response.
This simple fact of life
presents a truly dazzling opportunity
for every business owner, marketing exec
and copywriter reading this!
The other day, I was studying a series of landing pages hosted by one of the nation’s most successful Internet marketing companies.
Now, this company has it all. It has hundreds of wonderful employees who are experts in all the nuts and bolts of Web marketing. One word from the Prez, and the company’s Web division can conceive a new website before 10:00 AM … have it written by lunch … and have it designed, programmed and making sales by quitting time.
In short, the owners have built a Ferrari of a company – with all the high tech talent and infrastructure they need to dominate their industry …
… But instead of paying for high-octane fuel – powerfully compelling sales copy created by proven professionals – they’re pouring cheap kerosene into the gas tank!
Fact is, if they ever try sending their Web sales copy out via snail mail, they’ll be lucky to recoup 10% of the money they spend on postage!
Nevertheless, on the low-cost Web, the company’s lousy copy generates nearly $100 million a year in sales – and they’re laughing all the way to the bank.
The fact that they’re getting rich doesn’t mean that they’re smart. To the contrary: It’s proof positive that ignorance truly is bliss.
Because if their copy didn’t suck, they’d be making $1 billion a year instead of a lousy $100 million. And since everything else is already in place, that 1,000% increase in sales could happen in the twinkling of an eye.
Unfortunately though, the company’s copy will probably continue to suck – and the owners will continue leaving 90% of their sales on the table – because they just can’t quite bring themselves to pay a top copywriter a commission on the increased sales he or she could produce for them.
And so in hopes of helping any reluctant Web marketer reading this to see the error of your ways, allow me to offer this simple, one-second IQ test …
What would YOU Rather Have?
100% of $100 Million?
… Or 90% of $1 BILLION?
If you said, "100% of $100 million," you may as well stop reading this now, go get your resume in order and prepare to go to work for one of your competitors.
Because your company is about to get its head handed to it on a not-so-silver platter.
But if you instantly recognized that paying a top copywriter 10% of sales and settling for 90% of the $1 billion increase that stronger copy could bring you is the smarter move … because IT WOULD MAKE YOU NINE TIMES RICHER … then do this:
- Go to the head of the class, and …
- Call one. NOW!
And if you’re a copywriter looking for a way to make big bucks fast, do this …
Spend a day surfing the Web. Find a site that’s obviously making money, but the copy is stinking up the room. Call ‘em up and tell them you’ll multiply their sales in 90 days or less – and all you want is 10% of what you produce for them, or better yet, 20% of the increase in net revenues that you generate.
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE
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15 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Glen Kohlenberg — September 18, 2008 @ 12:49 pm
Great post Clayton and I agree with you. But I must ask a question? Thanks to you and your team I finally made the plunge to build a member only site for contractors.
This has been my passion and livelihood for 25 years and when just starting out you only have limited funds how do you find a copywriter that you can find to grow with you.
I want to be able to hire a copywriter because I clearly understand the difference to have one on your team. It’s like living in Siesta Key on the ocean or choosing to settle on the bay. So how can I find a copywriter that I can afford to grow with? Thanks
Comment by John Deck — September 18, 2008 @ 1:07 pm
In talking with SMB (small, medium business) owners, too many have bought into internet guru pitches. Just put up a quick web site, dump some poor copy into it, and your business will grow. Regretfully too many web designers do not know better either. My best clients are those that have already been burned, and are now looking (prepared to pay) for real solutions.
The web is maturing at a quick pace. Those that get it will be giant slayers, and the rest left in the dust.
John
http://www.DirectMarketResults.com
Comment by Deanna Blanchard — September 18, 2008 @ 1:33 pm
Hi Glen,
You could always offer a copywriter a percentage of sales. A lot of copywriters would jump at that!
Deanna Blanchard
Copywriter
Response Ink
Comment by Wendy Makepeace — September 18, 2008 @ 2:41 pm
Hey Glen:
Clayton and I use to live on Siesta Key! Small world:)
You should check out AWAI and Michel Fortin’s Copywriters Board. They have copywriters looking for jobs on their sites. You won’t get the best, but, you ‘ll get adequate for now and it won’t be too expensive. And, do what Deanna suggest, offer a percent of the deal and very little upfront.
Wendy Makepeace
Comment by Susan Connors — September 18, 2008 @ 5:54 pm
Hi Glen
What Wendy said is great!
I have had a look around your site http://www.contractorblab.com
and like the concept you are using.
I am a copywriter based in Australia
with my own ventures.
I would be interested in discussing this opportunity
with you
I believe you need to crawl before you
walk. As you start you can grow and from there
who knows where you end up.
I have four years in the trade as a plumber. Odd,
plumber turned copywriter/business owner..
Based on this experience alone, I can see the merit
in your idea for http://www.contractorblab.com.
I also noticed your post in Daniel Lewis post this week
Daniel Levis -"Why the old rules of authority longer apply.."
I could not find an email address or I would have sent this to you directly
Regardless all the best for your business,
Sue in Aus
http://www.marketingforlife.com.au
Comment by Susan Connors — September 18, 2008 @ 5:56 pm
Clayton and Wendy
I hope I haven’t put my foot in mouth by expressing in interest here to Glen. If I have please let me know and I will apologize.
On the other hand, thank you for a great post with plenty of food for thought!
Sue in Aus
http://www.marketingforlife.com.au
Comment by trudy goad — September 18, 2008 @ 9:50 pm
Clayton i have never written a word or copyright but i know i can do this, please give me a place to start. i have and am reading masters of copyrighting 2008. i have determined not to quit no mater what it takes. please give me an idea where to start yours always Trudy goad p.s. i know i can do this thing.
Comment by trudy goad — September 18, 2008 @ 9:53 pm
please talk to me about where to start trody goad
Comment by trudy goad — September 18, 2008 @ 9:55 pm
they were good information
Comment by Glen Kohlenberg — September 18, 2008 @ 11:18 pm
A special thanks to everyone for the great advice. To Clayton and Wendy I know you must miss sinking your toes in the Siesta Key Beach Sand! Priceless
I’ll drop you a line Susan. Thanks
Comment by Hendry Lee — September 19, 2008 @ 12:41 am
I agree, Deanna. Offering percentage for every sale is not something everyone can make, so it is very compelling.
For instance, in one of my web site, I offer 75% commission for an info product for affiliates. If I offer 10% from the sales, I’m getting just 15% from the gross revenue. Clickbank charges another 7.5% + $1.
Even with a relatively high margin, it is hard for me to take that kind of revenue sharing model.
If my traffic is mostly from natural search, that’s an entirely different thing though.
Comment by Jeremy Reeves — September 19, 2008 @ 8:32 am
Hendry Lee,
You also have to realize that you’re getting FREE money. Those affiliates are making you money w/o you doing anything - so ANY extra money would be great.
Plus…you’d still have better conversions on the traffic you were getting yourself.
I actually just figured out that if a copywriter asked for 20% of increased revenues…they’d have to increase it by about 75% in order for you to make money on the deal.
BUT - that’s with using affiliates. It would all depend on what percentage of your sales come from affiliates…
I’m working with a nutritional supplement company right now on a percentage basis that will slowly rise as I do more work for them.
I’m kind of like on a retainer but getting percentages instead of a fixed amount, and getting periodic "pay raises" lol.
I like doing it on a percentage basis b/c then you NEED to create good copy or you don’t get money. It makes you give that extra "push".
Jeremy Reeves
http://www.controlbeatingcopy.com
Comment by deanna — September 19, 2008 @ 8:39 am
Susan,
Wendy was in my office as I was reviewing the comments and she told me to tell you that’s she thrilled you responsed to Glen’s need for a copywriter through our blog. That’s one of the things we want people to do. (And we hope it works out well for you. :))
Deanna Blanchard
Copywriter
Response Ink
Comment by lawton chiles — September 19, 2008 @ 5:36 pm
Clayton, I’m getting right down to it and getting a translator button for my sites to Chinese and other languages.
Oh, and writing a few e-mails, possibly to those whose copy grow to despise.
P.S- sorry you got hosed in the Stompernet promo-all they gave you was a wifi finder? Weak…:)
Comment by Susan Connors — September 20, 2008 @ 4:28 am
Hi Deanna and Wendy
Thank you for letting me know it was ok for me to contact Glen.
I appreciate you taking the time to let me know personally
Thank you for your positive thoughts.
Wishing everyone continued success,
Sue in Aus
http://www.marketingforlife.com.au