The Money Is In Your Email List

October 25, 2006

The Internet marketing landscape changes constantly.  There are new products and software programs every day it seems. 

I’ve been doing business online successfuly since 1996.  One thing hasn’t changed in all these years.  The money is in your list.  This was true in 1996.  This is true today.  This will be true in the future.

If you run an information business, the money is in your list.  If you run a local business and market online, the money is in your list.  If you’re an affiliate with other people’s products, the money is in your list. 

I’ve worked with thousands of different companies in my coaching programs and through products I’ve offered.  No matter what type of business you’re in, the money is in the list. 

Some people have made good money online without a list, but I’ve never seen an instance where having a list wouldn’t have increased their income.

Are you getting what I’m trying to tell you here?

I’m sure this isn’t brand new information to you if you’ve been online for any amount of time.  The question is just how much do you focus on  your list? 

Step One – Concentrate on Building Your List

Make it a priority.  Use a squeeze lead generation page such as I have at or at least focus on it in your main web page as I do on 

Focus your visitor’s attention on your list.  Give them a valuable gift for signing up (not just a sales letter to buy a product).  Give them real value at the beginning of your relationship as an incentive to join your list. 

Then concentrate on effective marketing for your list.  Use SEO, PPC search engines, article submissions, joint ventures, etc. all with the intention of building the list.  If you can grow your list, you’ll grow your income. 

Step Two – Build a Relationship with Your List

Write emails to your list as if you’re talking to one individual.  It may not be accepted in English class, but the most powerful word for your online writing is “You.”  Give them some content for free.  There are thousands of lists your subscribers can be on. What will separate you from all the others?

I’ve always worked on my relationships with my subscribers by telling short personal stories about my own life.  I’ve shared with them my  successes and my frustrations.  I’ve also always spoken to list members as an individual. 

Be personal.  Give content and value.  Be a real person they can trust.

Step Three – Make Good Honest Offers to Your List

You don’t just send content.  You also have to send offers.  It’s the combination of the two that will build your income.  Get too unbalanced in content only and you don’t make any money.  Get too unbalanced in offers only and people will stop reading.

Don’t just jump on the bandwagon of whatever new product is being sold this week.  I know there are always product launches promising you a large income if you jump on the next big thing.  You have to ignore the majority of these if you want to really build a valuable list.

If you promote the exact same thing 50 other people are promoting this week, you’re not a “leader” any more.  You’re a parrot.  There is no more reason to subscribe to your stuff than anyone elses. Be a little different. 

If something comes along that you know will really give value to your list, then go with it.  But never become the parrot marketer that just says what everyone else is saying.  And I can assure you that doesn’t occur every week.

Copywriting…the Vital Business Skill!

October 4, 2006

If you’ve studied any of my Internet marketing training products, you know I focus pretty heavily on copywriting during it at some point.

My book, “Internet Integrity: The Truth about How Any Business Can Increase Profits Online” is focused on ethical strategies for improving the profits of your Internet business.  Although it covers quite a bit about how to build a site and generate traffic to it, it still has an entire chapter dedicated to a fifteen step system for writing online ad copy.

My course on how to create and profit from information products has three audios dedicated to the subject of copywriting.  My upcoming teleconference on how to build profitable email lists will have several calls where I talk about using ad copy to get people to subscribe…and then how to write effective selling emails.  A 300 page manual I’ve designed for local business people to increase their business has several sections that deal with ad copy.

Let’s face the facts of the matter.  If you’re going to have a successful business of any type, you must learn how to either write effective ad copy…or at least recognize it when you see it.  Just like any other part of your business, you may want to hire out this job to someone who’s an expert in it.  But how will you recognize a good job when you see it?  Major corporations are ripped off all the time by ad agencies who produce “good entertainment” that can’t sell their way out of a paper bag.

Knowing how to write good ads is essential to doing business online.  Let’s look at it this way.  Let’s say you have a website where 1 out of 200 or 0.5% of your visitors buys your $100 product.  This means your site earns 50 cents per visitor.  Lets take another website in the same market who follow good copywriting principles.  They start off with a 1% conversion rate but through testing are able to get their site up to 2%.  So they earn 2 dollars per visitor.  If you’re both using PPC advertising, the first site loses money at 60 cents per visitor while the second earns a fortune.  The second site can go all the way up to $1.50 for their visitors and still be in profit.  The first site is going bankrupt by this time.

You may say, “Well I don’t use PPC advertising.”  Fine, let’s use a free advertising method…an affiliate program.  The first site decides to pay out 80% of their profits to their affiliates so they end up paying an average of 40 cents for every visitor sent to their webpage.  The second site decides to be generous but not nearly as generous and only pays 50% of their overall profits.  So their affiliates end up earn an average of $1 for every visitor they send.  Which webmaster would you prefer to affiliate with…the one paying 80% for 40 cents per visitor or the one only paying 50% for $1 per visitor?

It’s obvious, isn’t it?  The one who is going to have affiliates promoting for them is the one only paying 50% because it adds up to more money for their affiliates since their website has a better conversion rate.  This same fact applies to everything you do in your business.  The business with a better Yellow Page ad gets more phone calls for the same money spent.  The opt-in list publisher earns more from the same size list because of better promotions.  If you improve your ad copy, you improve your profits and your overall business.

Please understand that when I’m talking about copywriting I’m talking about writing in a concise manner to show your clients the benefits of what you offer.  I’m not talking about tricks, scams, or hype.  If you’ve been online any amount of time, I’m sure you’ve seen these.  Someone puts up their webpage with their moving deadline, “You must purchase before Wednesday the 21st to get this deal.”  Tomorrow the date moves ahead another day through their Javascript.  There is only one answer for that kind of marketing….a scam.  I’m sure you’ve also seen enough copywriting tricks to make you sick. 

What I’m talking about are the basics of copywriting…really showing your clients the benefits, offering a strong guarantee, telling the whole story, giving the reason why you’re making the offer, and honest testimonials from real users of the product/service.  I guess I’m a little sick of the “guru club” who all go around making a testimonial about each other’s products and then tell you about the next greatest offer to ever hit the planet (for some reason those offers are always expensive so they can pay high commissions also).

Copywriting doesn’t have to be difficult.  It’s really simple.  What are your clients dreaming about and what are they afraid of?  Let them know how your products/services can help them with those issues.  “Paint a picture” with your words to describe it to them since people don’t think in words.  They think in pictures.  For example, think about the word dog.  If I say dog, do you think of the letters d-o-g in your mind or do you picture a dog you know about?  I’m sure you see the picture.  What if I describe it as a golden retriever with a big floppy tongue?  Do you see that picture?  I’m sure you can.  All you’re really doing with your copywriting is painting a picture for your clients of what their life is like right now…how it will be once they get your product/service…and how it would be without your product/service.  Then you tell them about the guarantee and remove all risk from the purchase.

If you’d like to know more on this subject, my book is already out and available at  I also have several new Internet marketing products coming out this month.