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Vol. 2 - Issue 11 - DotComSecrets, Inc. - Nov. 2008
Inside This Issue: How to Quickly Dominate
the Most Popular Video Sharing Sites Like
YouTube, MySpace and Viddler
by Scott Brunson, Video Editor
Plus: Four Ways to Ethically Steal Traffic From
the Top Gurus and Bloggers in Your Niche
by Russell Brunson, President
Now you can siphon targeted leads from the
most visited websites in your niche and become
a traffic parasite with just four simple tactics.
Four years ago Russell Brunson set out
to make some extra cash on the internet
in his tiny, college apartment. He had no
formal training and little money but today
his company, DotCom Secrets, Inc., brings in
millions each year. In 2006, the company grew
from Russell and one other employee to 13 inhouse specialists. To compete in such a rapid
field of business they are studying, testing
and applying new ideas everyday and learning
what works through trial and error.
All of Brunson’s employees signed
confidentiality agreements when they were
hired. But now, he’s given them the okay to
share the trade secrets that make DotCom
Secrets, Inc. a success— but only in this
journal.
Why? Because he knows more than anyone
that making money on the internet takes two
things— dedication and knowledge.
You now have monthly access to the
publication with the highest concentration
of information on the dot com world. Every
month Russell and his team will update you
on the latest tips and trends that will make
your internet business stand out from the
millions already out there. Everything is
inside, from writing cash-sucking sales letters
to generating free traffic to your website.
So, if you have the drive, you now have
everything else you need to make your online
business a success. By applying the secrets he
and his staff use, you will find that living your
dream isn’t as far off as you think.
Wow, it’s only been about a month since we launched our
first ever $100 Million Challenge and the competition is already
getting exciting! Our office has been enjoying the creative
videos that contestants have been sending in - so please keep
them coming! It’s been extremely rewarding to see how many
people are taking action on the principles we are teaching and
this is just the beginning. If you aren’t already competing, you
can join in by going to:
http://contest.dotcomsecrets.com
Remember, there is a brand, new Corvette at stake for the
winner of the competition. So put your game face on and get
started right away if you haven’t already.
Just a note about this month’s issue of the DotCom Secrets
Journal. We’ve been focusing heavily on lead generation for the
last few months, especially as we continue to increase the number
of people who are signing up for the $100 Million Challenge
every day. So in this month’s issue I wanted to make sure to fill
you in on all of the powerful new lead generation tactics we have
been using.
First, you can find out how we create videos and instantly turn
them into hordes of targeted traffic in Scott’s article (pg. 18). And
in my article this month, I’m going to reveal little-known strategies
you can use to ethically steal traffic from other gurus and bloggers
in your niche. We have been shocked by the number of leads these
tactics are getting us, so I urge you to try them out!
Again, thank you for being a member of our DotCom Secrets
Journal and DVD of the Month. My team and I really enjoy
putting it together every month - and we especially enjoy seeing
how the principles we teach are changing people’s lives.
Your Partner for Success,
Russell Brunson
President of DotComSecrets.com
2 | November 2008 www.DotComSecrets.com
Contributors, legal notices and subscription information
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enforced to the full extent of the law.
The information services and resources
provided in this book are based upon the
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techniques presented have been extraordinarily
lucrative and rewarding. Because the internet
is constantly changing, the sites and services
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expand with time. We hope that the skills
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DOT COM SECRETS JOURNAL
Publisher: RUSSELL BRUNSON
Editor: BRITTANIE BYRON
Editorial Questions: editor@dotcomsecrets.com
Contributors:
BRENT COPPIETERS, Affiliate Manager
DEREK FAYLOR, Pay Per Click Manager
KEVIN HILL, Copywriter
ROSS BRUNSON, President of Book Ease, Inc.
SCOTT BRUNSON, Video Editor
TOM RICH, Vice President of Marketing
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Copyright 2008 © DotCom Secrets, Inc.
All Rights Reserved
Insider Journal | 3
©iStockphoto.com/Alexander Hafemann
©iStockphoto.com/Kativ
vol.
2
issue 11
MARKETING
06
Traffic Parasite
Four ways to ethically steal traffic from the
top gurus and bloggers in your niche.
14
You may never know your customer’s exact
thoughts as they make a purchase, but you
can get pretty darn close with these five research methods that will help you get inside
your their head.
24
PRODUCT CREATION
What Makes People Buy?
Residual Affiliate Checks
Learn how you can use affiliate marketing to
work once and profit over and over again.
4 | November 2008 www.DotComSecrets.com
33
A Step-by-Step Guide to
Building Your Own Profitable
Continuity Program
There’s no question that a continuity program can be vital to your business’ longterm growth - but how do you create one
with limited budget and resources? Find out
in this simple-to-follow guide.
©iStockphoto.com/ Nathan Gleave
©iStockphoto.com/Eric Limón
LEADS AND SALES
10
How to Read Like a
Copywriter
Kevin Hill, copywriter for DotComSecrets.
com, reveals a powerful, must-have checklist
you can use to determine if the copywriter
you are paying is worth their salt.
18
Harnessing the Power of
Viral Video
21
How to Laser-Target Your
PPC Ads
FINANCES
37
The Magic of Limited
Liability
Discover a little-known, governmentgranted gift that can help you protect your
business and personal assets.
Insider Journal | 5
6 | November 2008 www.DotComSecrets.com
©iStockphoto.com
TRAFFIC PARASITE
How to Ethically Steal Traffic From the Top
Gurus and Bloggers in Your Niche
Do you ever look at the big marketers and bloggers in your
niche and wish that you could just take a percentage of their traffic
and send it directly to your site? Just think what would happen if
someone with a list of 100,000 people or more sent 10 percent of
their list to your site once a week. And what would be even more
exciting is if you had 20 or 30 people like this all sending you a
percentage of their traffic every day!
Well, even if this just sounds like a dream right now, I’m going
to show you some simple tactics that will make this possible today.
It’s a tactic I call parasite marketing, and I’m going to show you my
favorite ways to snipe traffic for free from all of my competitor’s
sites every day!
Step 1: Understand How A Parasite Works
Before you can become a parasite, you need to understand
how one works. Now I know that parasites usually have a negative
connotation as “blood suckers” who live off of the resources of
something else – but when it comes to traffic I promise you that
it’s a good thing.
I was at an event this weekend where Michael Pennland
talked a little about how parasites work. He said that a parasite
will setup shop on an animal like a cow. Now, when this cow eats
something, or gets something to drink, it feeds the cow, but it also
feeds the parasite. The parasite doesn’t have to do a lot of work
after it’s found its home because it can live off of the nutrients
Now you can siphon
targeted leads from the
most visited websites in
your niche and become a
traffic parasite with just
four simple tactics.
Don’t worry, it’s 100
percent ethical. In fact,
many gurus will happily
send you hordes of their
traffic if you just follow a
few simple ground rules.
By Russell Brunson, President of
DotComSecrets.com
Insider Journal | 7
Now, you need to
realize how most good
marketers run their
businesses. Most of
them have built up
large mailing lists of
subscriber. Most of them
also have a blog where
they communicate with
their members...
Now, wouldn’t it be
powerful if you were
the first person back
to their blog, the
first person to read
the entry, and the
first person to post a
comment with their
signature file...?
that its host provides forever.
Now, if you were a parasite, what
type of animal would you want to
become a parasite on? The skinny
sickly cow, or the fat happy cow?
Of course it’s going to be the fat,
happy cow. You also want to find
a cow that eats often, because the
more often it eats the more often
you would get fed.
Now I want to switch this analogy
to you. Stephen Pierce once told me
that you don’t need to create traffic.
There is already tons of traffic out
there, all you have to do is find out
where it already is, and get it to come
back to your site. You can do this by
using this parasite analogy.
There are other marketers in
your niche who are already getting
tons of traffic to their websites. They
already have huge mailing lists and
already have followings of people.
So, as a parasite marketer, I need to
figure out how I can attach myself
to their marketing, so I can benefit
from their already existing sources
of traffic.
Now, before I share with you my
favorite strategies, I want to give
you a warning that you cannot use
these strategies to go to people’s sites
and spam them. If you aren’t using
them ethically, then you are as bad or
worse than the spammers. I promise
you that these techniques work well,
and are MORE effective when you
use them ethically.
8 | November 2008 www.DotComSecrets.com
Step 2: Comment Sniping
This is one of my favorite new
ways of becoming a parasite on other
people’s sites. Now you need to realize
how most good marketers run their
businesses. Most of them have built up
large mailing lists of subscribers. Most
of them also have a blog where they
communicate with their members.
And what often happens is that
they will write a blog post, then send
an email to their lists saying, “Hey, I
just made a new blog post, check it
out at www.myblog.com.” What then
happens is that tens of thousands of
people rush to their blog post within
minutes and read that person’s blog
post and comment on what they said.
Now wouldn’t it be powerful if
you were the first person back to
their blog, the first person to read
the entry, and the first person to post
a comment with their signature file
that had a link back to your site - so
that when the thousands of others
came to read that blog post they
would read the post and then see the
first comment (which is yours)!
Unfortunately, we don’t always
know the second someone makes a
new post to their blog, but there is a
solution. There’s a powerful software
tool called “Comment Sniper”
that you can get for free at www.
CommentSniper.com.
With this software, you can
watch each of the most powerful
blogs in your niche, and the second
The First Commenter on a DotComSecrets.com Blog Post. The poster’s name is also a link to their website.
anyone posts to them, comment
sniper will let you know, and you
can race to that person’s site and
make the first comment with a
link pointing back to your site! As
the floods of people they send to
that post have a chance to read it,
they are always going to see your
comments and your links!
The keys are to make sure that
your comment adds to what the
original blogger wrote and then
structure your comment so it will
be a resource for other readers. For
example, let’s say someone makes a
blog post talking about how they
use eBay to sell their products. An
intelligent comment that would get
you a lot of targeted traffic would
be something like this:
Hey (name) – thanks for that post.
I’ve also used eBay to sell my products.
What I’ve found is a very powerful
way to use eBay is to use their classified
ad program to send traffic directly to my
site. That way I can bypass eBay fees,
and also get them to join my list. It’s
been a powerful way I’ve used to build
my list up huge.
Hope this helps.
Russell Brunson
To learn 7 other eBay tricks that I
use everyday to build my list download
my free report at www.mysite.com.
Notice that my comment adds
to the creditability of the blogger,
helps give his or her readers more
information and then gives them
something free if they visit my site?
Posts like this can get you 200 to 300
subscribers or more every time you
Parasite cont. on page 36
Insider Journal | 9
READ
LIKE A
COPYWRITER
10 | November 2008 www.DotComSecrets.com
©iStockphoto.com
s a marketer, it is extremely important to understand the
basics of copywriting. There is no question that the best
marketers also know how to write good copy, and you
need to at least know the basics if you want to write a winning sales letter. However, if you don’t want to write your own
copy, or are too busy to write a good sales letter, you can always
outsource it. The only problem is there are a lot of “copywriters”
who haven’t made a sale with their copy, or they just don’t know
what they’re doing. The worst part is they get away with it since
the client doesn’t know what makes a good sales letter tick.
The great Gary Halbert once said that if you can write a
sales letter, spend money on advertising, and make a profit, then
you can call yourself a copywriter. However, there are a lot of
unproven rookies who call themselves “copywriters” but don’t
fulfill this criteria.
After reading this article, you’ll be armed with the information
you need to ensure you’re getting what you paid for. Because I’m
going to teach you how to think like a copywriter when you review a salesletter. This will be your “checklist” when you outsource
a copywriting assignment so you can decide if the copywriter you
hired needs a revision. Are you ready? Let’s get started!
You don’t have to write
your own sales letters,
but you do need to know
good copy when you see
it. Kevin Hill, copywriter
for DotComSecrets.com,
reveals a powerful, musthave checklist you can
use to determine if the
copywriter you are paying
is worth their salt.
Written by Kevin Hill
Copywriter for DotComSecrets.com
Are There Enough “You’s?”
One of the most common faults of sales letters is there aren’t
enough “you’s.” In other words, the letter talks about the business owner or a case study rather than focusing on the customer.
Therefore, there are a lot of “I’s” and “we’s” in the letter.
Here’s a fact: the customer doesn’t care about you. They only
care about themselves and what you’re going to do for them.
If you get a salesletter that has a lot of “I’s” in it, it’s apparent
you’re just talking about yourself and could care less about the
customer. As a result, the prospect will tune out your letter and
the chance of getting that customer will be lost forever.
So you need to make sure there are a lot more “you’s” in the
letter than “I’s” or “we’s.” In fact, at least two-thirds of the letter
needs to be “you’s.” If it isn’t, then you need to shoot an e-mail to
Insider Journal | 11
your copywriter and tell them to write
a more customer oriented sales letter.
Is the Copy Conversational?
Another error most copywriters make is writing their letter as if
they were writing an English paper.
They use long sentences, too many
adjectives, and don’t get to the point
right away (more on that later). If
you were to take their letter and read
it to a friend, it would sound like a
boring novel. And if your letter puts
your friend to sleep, it’s guaranteed
to do the same to your prospect.
The first thing you need to do is
read the letter out loud to yourself
or a friend (the latter is preferable).
Pretend your friend is your target
customer and you’re talking to them
one-on-one. If the letter doesn’t
sound conversational, then you need
to send it back to your copywriter if
you want to make any sales.
This includes using short paragraphs and sentences. This also includes using powerful verbs instead
of adjectives that make the language
sound “flowery.” This is a sure way to
lose your prospect’s attention.
So if you get a “fluff-piece” sent
to you by your copywriter, then send
it back and tell them to read it aloud
to someone and fix the awkward parts
that don’t sound conversational. It’s
the copywriter’s responsibility to do
this, not yours.
Does the Copy Have a Logical
Flow?
Another thing you can check is if
the copy has a logical flow. I’ve written about this many times before, but
I’ll give you the “Cliff-Notes” version
right here of how a successful salesletter is structured:
12 | November 2008 www.DotComSecrets.com
Headline: Get’s the customer’s
attention.
Introduction: Tells the customer
what they’re going to read.
Story that agitates the problem:
Connects with the reader since
they relate.
Story that provides the solution:
Paints pictures in the prospect’s
mind and builds desire.
Offer: What you’re going to offer
them to get the above benefits.
Bullets: Little “teasers” that build
curiosity.
Value-Builder: Where the price
is introduced and reframed so it
appears cheap.
Bonuses: Two to three items that
improve the offer.
Takeaway/Scarcity: Something
that encourages immediate action (like limited time offer or
small supply).
Guarantee: Where you give the
customer a way to back out of
the sale.
Close: Where you ask for the sale.
There can be several variations,
but this is the overall structure of
a salesletter. If you get a letter back
from a copywriter that deviates 50
percent from the above, you need to
tell them to revise the letter so you
can get your money’s worth!
Does the Copy Have an Arresting
Introduction?
When you review your sales letter, does it have a great introduction?
You see, there are some copywriters
who don’t know how to get to the
point in a letter. For many, the actual
letter doesn’t start until the second
or third page because they insert a
bunch of fluff and filler as if they
were writing a short story.
The ultimate test is this: does the
intro deliver a Big Promise to the
reader? For example, if you’re selling
a weight-loss product, does the intro
tell the reader they’re going to discover a method that’ll allow them to
lose weight without changing their
diet or exercise?
Remember what I said earlier,
the letter has to tell the customer
what’s in it for them. In other words,
the letter has to tune into the radio
station WIIFM: What’s In It For
Me. If the introduction doesn’t get
to the point and speak directly to the
customer, then your prospect will go
back to whatever they were doing
before they came across your letter.
So if you get the letter back and
it doesn’t give the customer a Big
Promise within the first paragraph,
then send it back and tell your copywriter to get to the point!
talking about long calls-to-action like
example; they can be embedded commands in the middle of sentences like:
“Or you can take action today and
start experiencing longer drives that’ll
humiliate your golfing buddies!”
In short, if the sales letter doesn’t ask
“So if you get the letter back and it doesn’t give the
customer a Big Promise within the first paragraph, then
send it back and tell your copywriter to get to the point!”
for the order, then send it back to your
copywriter and have them correct it!
Does the Copy Have a Great
There are some copywriters who Headline?
Does the Copy Ask for the Order?
have a great headline, excellent flowing letter that speaks directly to the
customer, and plenty of testimonials
and proof. But the copy falls flat because it misses one important step:
asking for the order!
Go to the end of the copy you’ve
just been sent and scroll to the bottom.
Is there a call-to-action at the end? An
example of a call-to-action is as follows:
“So click on the link below and
start losing weight while still enjoying your favorite foods!”
It’s a simple sentence. Yet there are
some who don’t put in a simple call to
action and assume the customer will
“get it” and fill in the blanks. Better
yet, there should be about four to five
calls-to-action at the end. Now, I’m not
they are doing and read on?”
If you answer, “No” then you need
to get your copywriter to write another
headline. Better yet, get them to write
25 headlines and have them send the
top three headlines to you for testing purposes. So if the finished copy
I saved this important point for last
because I want you to remember it the
most. I’ve said again and again that the
headline is the most important part of
the sales letter. Yet most copywriters
will put all their effort into the body
copy and slap a cheesy headline on top
of the letter as an afterthought.
One way to determine if the headline on your letter is important is to ask
yourself the following question:
“If my target audience sees this
headline on their computer screen
while there’s music blasting, IM windows and e-mail notifications popping up left and right, ten browser
windows open, and their significant
other walks in the room telling them
dinner’s ready, will they stop what
comes back and the headline is dead in
the water, you need to get your copywriter to think of something better!
In Conclusion
I do realize some copywriters have
different writing styles. And this isn’t
meant to be the definitive checklist
for great copy. However, this is a good
basis for you to use if you want to determine if the copywriter you hired
did a good job. A good rule of thumb
is if the copy you get back into your
inbox violates half of these suggestions, then a revision is needed.
That said, the only suggestion that
must not be violated is the last one.
It is critical that the headline is impeccable. Otherwise, feel free to use
these suggestions over and over again
if you decide to hire out your copywriting assignments. DCS
- By Kevin Hill, Copywriter
Insider Journal | 13
What Makes Your
CUSTOMER
14 | November 2008 www.DotComSecrets.com
ver the past several months,
I have been writing about
the three commandments
and ten questions of
successful marketers. Several of you
have requested that I publish the list
at the beginning of each article in this
series. I think that’s a great idea because
as you become more aware of these
rules and can answer these questions,
your probability of marketing success
is increased exponentially.
During the past few months,
we’ve covered all three of the
commandments and two of the ten
questions. If you were unfortunate
enough to have missed out on the
in-depth review of those topics,
no worries… Russell is a kind and
benevolent internet marketing
expert, and has provided a way for
you to access this knowledge. Simply
log in to the member’s website
(http://members.dotcomsecrets.
com) to review the article archives.
For those who are new to the
DotComSecrets Insider’s Journal,
need a quick refresher, or cannot/
simply don’t want to visit the site,
you can review a quick summary of
the commandments and questions
on the following page.
Who Uses Your Product and
Why?
This month, we will be focusing
on the third question, “Who uses
your product, and why?” ( Just a quick
©iStockphoto.com/Michael Monu
side note unless otherwise stated, for
the purposes of this article, the terms
“product” and “service” can, and
likely will, be used interchangeably).
Knowing who your customer is and
how they use your product is such
a critical component of marketing
success it is covered by both a
commandment and a question. If
you ignore your customer, you do so
at your own peril.
Your success in a market is directly
proportional to your ability to do
research. It’s not a fun word. To many,
the term “research” conjures up images
of annoying people with clipboards
wanting to ask you questions in the
mall or annoying pollsters inquiring as
to how you will vote. And while that
is technically a form of research, the
research you will need to do will likely
not involve any of the “annoyance”
types. Really, your research will boil
down to a few key areas:
What makes your customers
whip out their wallets to get
their hands on your product?
You may never know their
exact thoughts as they make
the purchase, but you can get
pretty darn close with these five
research methods that will
help you get inside your
customer’s head.
Written by Tom Rich, The Bitter MBA
Determining market size
Identifying why customers will
want to buy
Revealing who your past, present,
and future customers are
Discovering how customers use
your product
Establishing how you can best
reach your customers
Insider Journal | 15
The Ten Questions and Three Commandments of Marketing
Q8: How long does a customer stay around, and how can
you increase it?
Ten Questions
Q1: What is your product?
Q2: What makes your product better than others?
Q9: How much will a customer spend over their lifetime,
and how can you maximize it?
Q10: What do you have left over?
Q3: Who uses your product and why?
Q4: How can you reach out to that audience?
Three Commandments
Q5: What do you need to do/say to get them to act?
Commandment 1: Know Your Customer
Q6: How can you track advertising efficacy?
Commandment 2: Measure Everything
Q7: What does it cost you to reach them?
Commandment 3: Test, Test, Test
Determining Market Size
Before you begin marketing
any product or service, you need
to understand the marketplace for
it. At the very basic level you need
to have an understanding of who
would buy that type of product;
how many of them are there; and
how much are they willing to pay
to get it.
Please keep in mind that market
size does not determine success or
failure. That said, the price for the
product should match the size of
the market. For example, unless it
was pretty remarkable, you couldn’t
charge $654,400 for a Kleenex;
however, if you happen to be
marketing the fastest street-legal
car in the world, and you were only
going to make oh… 25 of them,
you could demand that price, and
then some.
But not everyone can afford
to drop nearly three-quarters of a
million dollars on a car (after tax,
title and license). So it wouldn’t
make much sense to advertise in
People or TV Guide.
You are looking for a very small
segment of the marketplace. So,
before you start down the road
of production and advertising,
the first question you need to ask
16 | November 2008 www.DotComSecrets.com
yourself is: how big is the market
for my product?
The size of your market is, in large
part, determined by the popularity
of the need or want your product
is trying to fill. Take the above
examples. At one point or another
almost everyone in the world will
have need for a Kleenex (a very large
market seeking to fill a wide variety
of wants and needs).
On the other end of that
spectrum, a very small percentage
of the market will have the want
or need, or more to the point the
means necessary, to attain an ultraluxury sports car.
Identifying Why Customers WIll
Want to Buy
Many volumes have been written,
theories presented, and hypotheses
tested to address the question that
will forever plague businesses: Why
do we buy? These complex theories
discuss utility derived, opportunity
cost weighed, disposable income (or
available credit) to be consumed.
Essentially, they all boil down to
one simple idea, we buy to alleviate
a perceived need/want.
These needs/wants may be
fundamental: people need food,
shelter, clothing, etc. And they buy
your product to fill one of these
fundamental needs.
However, a $1 taco achieves
the same result as a $150 steak. A
$500/month apartment fills the
same need as a $5,000,000 house.
A pair of $15 Wal-Mart jeans
addresses the same need as a pair
of $10,000 Escada jeans. So what
drives consumption on the one
level (need) is not the same as what
will drive it on another (want).
Where needs are almost always
based in logic, wants often defy
anything resembling it. The world
is full of products that successfully
fill wants: 150” plasma TVs, multimillion dollar cars and homes, etc.
Wants help us express who we feel
we are or want to be, compensate for
our shortcomings, or make us feel
good about ourselves.
Where needs are almost always based in logic, wants
often defy anything resembling it. The world is full
of products that successfully fill wants: 150” plasma
TVs, multi-million dollar cars and homes, etc. Wants
help us express who we feel we are or want to be,
compensate for our shortcomings, or make us feel
good about ourselves.
Maslow pointed out that people
act to fill their needs, based upon
their level within the hierarchy of
needs:
Level One: Physiological Needs
(Functional)
Level Two: Safety and Security
(Well-being)
Level Three: Love and Belonging
(Emotional)
Level Four: Recognition and
Accomplishment (Esteem)
Level Five: Self-Actualization
(Perfection)
As we seek to fill higher-level
needs, we tend to be willing to pay
a higher price. Find which type of
need your product fills, make sure
you address that need/want in your
advertising and promotional materials,
and then start reaching out.
Revealing Who Your Past, Present
and Future Customers Are
Based on which need they
are trying to fill, how they heard
about you, satisfaction levels,
their purchase history, etc. your
customers will fall into different
categories. These categories can be
based solely on purchase (as in an
RFM analysis), need fulfillment
(functional, well-being, emotional,
esteem, or perfection), etc. Or
these categories can be multidimensional.
Multi-dimensional
customer
segmentation can be extremely
expensive and time consuming,
but can yield interesting results.
That said, most of what most small
business owners really need to know
can be identified through a single
factor customer analysis.
Survey your customer so that
you know the basic demographic
and psychographics. That way you
know the basic “formula” for a good
Market cont. on page 28
Insider Journal | 17
Powerful traffic generation secrets
that will allow you to
dominate the most popular video
sharing sites like YouTube,
MySpace and Viddler!
18 | November 2008 www.DotComSecrets.com
HARNESSING THE POWER OF
VIRAL VIDEO
What is a viral video? It is a video that, like a virus, spreads itself
around infecting everything with its contagious message. It can be
funny, serious, happy, sad, informative, or just plain stupid. These
videos usually get posted to free video services like YouTube, or
MySpace and then get sent around the world through e-mail, or
just plain word of mouth.
In fact, chances are you have either received an email telling you
to see some amazing stunt or had somebody tell you to watch a
certain music video. Viral videos can spread like wildfires, but unlike
real wildfires, they can be used for good too! They can be used to
promote a business or product, and if your video really catches on, it
could make a difference in your bank account.
What Makes a Video Go Viral
First you need a good idea for your video. This can be tricky and
somewhat time consuming. You need to think of something that
would help make your video stand out. Maybe have a celebrity in
your niche record a video endorsement, or maybe record a mock
news report explaining your product.
Try to think of something that could add a unique element that
would make people want to watch your video again, or tell a friend.
Remember that it should be strong, relevant content to your niche.
Don’t stray from your topic just to make it funny. You still need to
provide relevant content for this to work.
Also, don’t make your videos too long. People want clips that are
quick, to the point and then leave them wanting more. The average
length of most common viral videos is between two and four minutes
©iStockphoto.com/Erik Reis (Video Wall) and Eugene Kuklev (Trophy)
Video has swept away over
50 percent of web traffic
according to eMarketer
and is only likely to gain
popularity. How can you
take advantage of this huge
source of online traffic?
All it takes is a few simple
steps and you could have
your own viral video
spreading your message
across the internet.
Insider Journal
19
Top 20 Video Sharing Sites
Traffic Geyser will submit your videos to almost 50 video sharing sites like these:
Youtube.com
MySpace.com
Viddler.com
Revver.com
http://video.google.com
http://video.yahoo.com
UncutVideo.aol.com
Blip.tv
Break.com
Crackle.com
DailyMotion.com
Graspr.com
Howcast.com
imeem.com
MetaCafe.com
Sclipo.com
StupidVideos.com
Veoh.com
Vimeo.com
5min.com
long. Another reason to keep it short
is so that all the video sharing sites
will accept your video. Remember,
YouTube has a 10 minute limit and
almost every other video site has a
file size limit. If you want your video
to be accepted by the most video
sites possible, it is best to try to keep
it under the five minute mark.
Spreading Your Message
Once you have your video idea
decided and recorded, the next big
step is to make it viral. How do you
make it viral? Well, it is very unlikely
that your video will do extremely
well if you don’t help it out a bit. The
way to do this is with the help of a
few websites. First off, you need a
site to store the video on.
The easiest and fastest place to get
started is YouTube. It is easy to set up
a free account and the upload feature
20 | November 2008 www.DotComSecrets.com
has enough instructions to walk you
through the process the first time.
Create an account, upload your video
and then tell people about it.
You can embed that video in
a web page or a blog or on your
MySpace page. Send out emails, call
people, post to other blogs or forums.
Any way you can get the message
out works. Then you can upload that
same video to Google’s free video
sharing site, and then to any more of
the hundred or so other video sharing
sites and repeat the process.
Yes, that’s one way to do it, but
what if you don’t want to work that
hard? What if you don’t have that
kind of time? Well, there is a solution
to every problem, right? In this case,
the solution is TubeMogul.
TubeMogul.com offers online
video distribution and analytics. This
Viral cont. on page 31
How to Laser-Target Your
PPC ADS
Adwords costs can be steep these days, so to make the most of your advertising
budget and still get the keywords you want, you may need to pull out a few tricks.
Learn the little-known strategy our PPC Manager, Derek Faylor, uses to instantly
laser-target prospects, grab more clickthroughs and boost sales.
Imagine this: you’re the owner of a pizza place
in the middle of Boise, Idaho. You’re competing
directly with five other pizza places in your area,
two of which are major chain stores. You’re barely
breaking even as most of your customers (college
students) are herding over to other pizza joints.
Suddenly, you have a dream that you are able to
discover a secret advertising method that allows you
to annihilate your competitors by placing a single
targeted ad on the internet. It will be live in less
than 10 minutes and will only be shown to people
within your delivery area.
Well, guess what? The dream is now a reality,
thanks to Google Adwords and the ability to target
a specific area with pay-per-click advertising.
While your competition is busy placing classified
ads in the newspaper and blowing money on
postcards, you’ll be able to jump over them
because first, most of them don’t know what the
heck Google Adwords is and second, they don’t
realize you can target your ad to a specific region
with just a couple clicks of a mouse.
In this article, I will show you how to create
region targeted ads via Google Adwords. In other
words, if someone outside the area you choose
types in the keyword you’re bidding on, the ad
won’t show. It’s as simple as that. This strategy
is perfect for people with physical stores, but I’ll
show you later how you can use this strategy with
an online business.
All set? Let’s get started!
Setting up a Campaign by Region
I’m going to walk you through how to set up a
basic campaign that’s targeted to a specific region.
You see, Google allows you to perform region
targeting based on specific areas or the diameter
around a zip code. To choose the first option, you
have to click on “Start with Keywords” when you
start a new online campaign (Step 1).
Insider Journal | 21
On the next screen (Step 2), you’ll
see the “Start a New Campaign”
screen. Click on “Change Targeting”
so you can start targeting your
customers by a specific region.
You‘ll notice Google gives you
four options regarding how to choose
the areas you want to target. If you
want to pinpoint your target area to a
single city, click on the “Browse” tab.
Once you do that, you’ll see a menu
of all the countries you can target.
When you click on the “+ signs” to
maximize the menu, you’ll see the
many different areas where you can
pinpoint your ad placement.
For the example shown in Step
3a, I decided to target the Boise,
Idaho area. You can see that Google
gives me the option to target smaller
areas in the region by simply clicking
on the area I desire.
However, for this example, I’m
going to include the whole Boise,
Idaho region (I’m going to assume
people are willing to drive a couple
hours if they really want something
from my make-believe store).
So after I set my area, all I have
to do is click “Done” at the bottom
of the screen. That’s it! I didn’t
have to do anything “techy” to
my Adwords ads but now, they’ll
only show in the region I set. All
I had to do is click the mouse a
few times and I’m off to launch
my Adwords campaign that’ll only
show in that area!
Step 1: Create a New Online Campaign
Screenshot of the first screen you see when you log into your Google Adwords account.
Click on “New Online Campaign” and “Keyword Targeted” to start a new campaign.
Step 2: Settings For Your New Campaign
Click on “Change Targeting” so you can start targeting your customers by a specific region.
22 | November 2008 www.DotComSecrets.com
Step 3a: Target Your Ad Campaign by State, Metro, City or Region
Step 3b: Target Your Ad Campaign by Zip Code
How to Customize Your RegionTargeted Adwords Campaign
Another option Google lets you
do is select an address or a zip code
and tell them how far a distance you
want your ad to show. This is perfect
if you’re running a pizza delivery
service and only deliver within a
certain radius. Step 3b shows the
screen after I click on the “Custom”
tab and insert the zip code of my
location in Boise. I also told Google
to show my ad within three miles of
the zip code. You can also type in a
physical address if you choose.
What do these ads look like
when someone in your area types in a
keyword you’re bidding on? You can see
an example on page 31.
You’ll see the “Boise Landscaping”
ad at the bottom is a region-targeted
ad since it has “Boise, Idaho” on it.
If you were searching for a lawn care
service, wouldn’t you be more apt to
click on the link with your own city
and state on it?
But What If You Don’t Have a
Physical Store?
If you don’t have a brick and
mortar store, don’t worry. There is a
strategy you can use that’ll allow you
to create more region targeted ads
even though you’re 2,400 miles away.
You can do this by customizing your
campaign and landing page so it
targets a specific region.
Region cont. on page 30
Insider Journal | 23
24 | November 2008 www.DotComSecrets.com
©iStockphoto.com/Viorika Prikhodko
RESIDUAL
AFFILIATE CHECKS
Don’t have your own membership site or continuity program but wouldn’t
mind getting consistent checks in the mail every month? Then learn how you
can use affiliate marketing to work once and profit over and over again.
I want to start this article off by giving a “shout
out” to all of our affiliates. They truly are amazing.
We have some of the best affiliates on the internet.
They work hard, but see the fruits of their labors in
affiliate commission checks and other cool prizes.
Currently, our Zero to $100 Million Challenge
is getting bigger and bigger with more people signing up to participate every day. The reason? We
have turned everyone who signs up for an account
into an instant affiliate. Yes, they can participate in
all the benefits like any member, but as soon as they
get access they are automatically given an affiliate
link to promote and easy access to their affiliate
stats. Darn, Russell is so smart.
Again we recognize the power of affiliate marketing, and it’s my goal through this article and all
of my articles to help you realize this power too.
At DotComSecrets.com we offer our own cus-
tom affiliate program at www.TheSecondTier.com.
We offer exclusive information and training that far
exceeds our competitors in this niche. Russell has
also done something that not many entrepreneurs
in our industry have done; hired his own full-time
affiliate manager. Most entrepreneurs handle this
part of the business themselves. It can be a time demanding position that takes the entrepreneur away
from creating and marketing their products.
My day consists of helping organize upcoming
product launches, networking with other affiliate managers and product owners, researching and recruiting
affiliates and Joint Venture partners, and training our
existing affiliates. I love my job. Not because of my
ability to work so closely with Russell and all the other
terrific individuals who work here, but my interaction
with people like you. People who are working so hard
to better not only their lives, but the lives of others.
Insider Journal | 25
Making Residual Income as an
Affiliate
To illustrate the power of continuity programs, I am going to point
out some options for you, and encourage you to promote continuity
programs as an affiliate.
As more and more companies are
establishing businesses on the internet, affiliate programs have increased
in popularity as a great internet marketing tool. Affiliates are rewarded
with commissions for directing traffic and potential customers to the
company’s website.
Our affiliate program here at
DotCom Secrets has been responsible for paying out thousands of dollars in commissions to our affiliates.
We currently have over 30,000 affiliates who are promoting our products
and services.
A secret to our affiliate’s success is
our continuity based products. First
off, what am I talking about? Here
at DotCom Secrets we have several
products that our affiliates can promote, but only a couple of continuity
based products.
Our continuity program is one
of the best in the industry. Heck,
you should know as you are part of
it. You have subscribed to receive
our monthly DotCom Secrets Journal that is filled with great tips and
suggestions that are aimed at helping you either get started or improve
your online business.
Affiliates are used to working
once and getting paid for that work.
For example: they refer a new customer to our sales page. If that customer buys our product, then we pay
that affiliate a commission for referring them. Our affiliate commissions
are like a “finder’s fee.”
The really neat thing about continuity based products for affiliates
is that you do that same work of referring a customer to our site, and if
they buy a continuity product then
they don’t just get paid once for the
sale, but the affiliates get paid over
and over again. They continue to
get paid a commission as long as
the customer continues to receive
the product or service that they
signed up for.
Think about a newspaper or
magazine subscription. If you referred your friend to receive the local
newspaper, wouldn’t it be nice if you
received a commission every month
that they receive it?
Or what about giving your
neighbor information about a lawn
maintenance program? How neat
would it be to receive a monthly
commission as a result of that referral? Every time the person you
refer is billed, you are cut a commission check.
Wouldn’t You Like to get Big,
Consistent Affiliate Checks Every
Month?
26 | November 2008 www.DotComSecrets.com
We have several affiliates who receive recurring checks from us every
single month. For example, let’s take
our top affiliate. He has promoted
our monthly DotCom Secrets Journal just a couple of times and has
had over $100,000 in sales. So far, he
has made $50,000 plus in commissions for promoting a product just a
couple of times.
Again, this affiliate was going to
do the work anyways, so why not
promote something that will pay a
commission over and over again.
Our affiliates are having some
great success promoting either our
Free DVD or our Wealth Building
Portfolio. We give our affiliates the
choice to either promote the Free
DVD which allows for a digital
version of our Membership site,
and digital access to our monthly
journal, or to promote our Wealth
Building Portfolio which gives access to our membership site, as well
as physical and digital versions of
our journal.
Affiliates like having the choice
of different products to promote.
Some affiliates know that a free
front-end offer may or may not do
very well for them. They may choose
the bigger Wealth Building Portfolio vs. the free DVD. Both are set up
with a continuity program.
Our continuity program not
only makes our affiliates happy, but
also makes Russell happy. He does
the work once, and then makes
money every month. Plus our customers are happy as they are able to
receive an excellent marketing resource in their mailbox every single
month.
Finding the Best Continuity
Programs to Promote
For those of you reading this who
are not currently promoting continuity programs it definitely is the
way to go. A person who I consider
a tremendous online marketer just
e-mailed that he is getting ready to
launch his own continuity program.
Again, as an affiliate I would find a
good program out there that can pay
you good commissions, and really
promote.
One of the best aspects of promoting continuity products is the
residual commission that you receive. Residual commission is when
you receive a commission every
month from one sale. So you can
be on vacation in Hawaii or biking
cross country and still be making
money every month without doing
a thing.
The trick is to find continuity
programs to promote that are able
to retain their subscribers. If you
promote the product or service once
and everyone drops off after the first
month, then that isn’t a good continuity program. You want to find out
from the product owner what their
retention numbers are.
They can also let you know specifically at what point they have
their greatest number of “drop
for. The other day, I received an email from a successful affiliate who
wanted to thank us for our continuity program.
...A successful affiliate... had received some great
feedback from his own customers about the content
of our newsletter. He felt like he was able to refer his
customers to us, and that we would take care of them.
He was also happy because he had made over
$12,000 in commissions just by promoting our
Wealth Building Portfolio one time!
offs.” Do customers unsubscribe on
the third month or the tenth? This
will help you evaluate if it is worth
promoting.
Marketing a Continuity Program
Before promoting, I would definitely sign up for the continuity
program yourself. You will be able
to better evaluate the program to
see if it is something that your list
would benefit from. It will also help
you in promoting. How cool when
you have a picture with you and the
product, or can provide a specific
testimonial about the product’s
usefulness.
I love it when an affiliate e-mails
me and asks me to remind them
what they are getting commissions
He had received some great
feedback from his own customers
about the content of our newsletter. He felt like he was able to refer his customers to us, and that we
would take care of them. He was
also happy because he had made
over $12,000 in commissions just
by promoting our Wealth Building
Portfolio one time!
If you are looking for a time tested continuity program to promote,
I would invite you to promote ours.
Remember, you just have to do the
work once, and you will get paid over
and over again. You can contact me
by emailing me at bcoppieters@
dotcomsecrets.com. DCS
- By Brent Coppieters, Affiliate Manager
Insider Journal | 27
Region cont. from page 17
customer. A quick refresher on
terms: Demographics are anything
that you can reasonably assume a
census would report: gender, age,
income, family size, rent vs. own,
marital status, etc.
Psychographics try to quantify the
qualitative. This comes down to things
that are not so easy to put in a box:
Rolex vs. Cartier, BMW vs. Mercedes,
Pellegrino vs. Perrier, red vs. blue,
hot vs. cold, family time vs. sporting
event, now vs. later, big-screen vs.
kid’s college fund, monogamy vs. well,
you get the point.
Once you know the primary
building blocks of your customers,
break them into segments. The
practice of segmenting your buyers
will help you further refine offers
and help ensure you don’t send
the wrong offer to the wrong
group. You should get to the point
where, based on your segmentation
strategy, you can answer questions
such as the following:
Are your customers old or young?
Do you have customers from both
age groups? Do they buy for different
reasons? Do they buy differently
(offline vs. online)? Do they pay
the same amount? Which is more
profitable? Which is easier to find
and/or market to? Which responds
best to your offers? Do they use your
product differently? Which brings
up a good point…
Discovering How Customers Use
Your Product
You can’t flush toilet-paper in
Asia (for those of you wondering
what you do with it, like parts of
Europe and South America, there
is a little waste basket next to the
commode for your convenience).
Stranger still, if you go to almost
28 | November 2008 www.DotComSecrets.com
any truly authentic restaurant
(meaning the locals will actually
eat there) in Asia, the table will be
prepared with many of the things you
would expect: eating utensils, salt,
pepper, MSG, sugar, and soy sauce.
But you may encounter something
you don’t: a roll of what can only be
identified as toilet paper.
©iStockphoto.com/Michael Monu
You see, in many of the
developing nations, they have
found a great variety of uses for
toilet paper, many far beyond the
limited scope that westerners deem
as acceptable: napkins, paper towels,
cleaning supplies have all been
replaced by the otherwise ignoble
roll of toilet paper. However, a
simple touch and you can tell it is
definitely not the same.
Paper manufacturers in Asia
discovered the toilet paper of the
western world was too flimsy to
properly perform all the duties it
was called upon to perform on a
daily basis throughout Asia. As a
result, they decided to dramatically
reinforce it with glue to support and
stand up to the needs of these less
than genteel purposes.
The obvious downside to this
“steel-belting” the toilet paper
receives is that it prevents the normal
breakdown the otherwise watersoluble pulp-based composition
would normally go through, and
will, upon flushing, get stuck and
clog pipes.
The above example, while perhaps
slightly crass, is used to make a point:
find out how people are using your
product, or more to the point, how
they are trying to use your product,
and make sure it can stand up to
these alternative uses.
Now, this is also an area many
miss out on opportunity, the want/
need consumers are seeking to fulfill
may not be the one you expected or
designed the product to fulfill. In
other words, your consumers are
using your product to serve a need/
want other than the one you expected
them to. For example: toothpaste can
clean silver, A-1 can clean brass, beer
makes a great hair conditioner… if
you’re interested, thousands more of
these unique uses can be found in a
remarkable little book: Uncommon
Uses for Common Household
Products.
As mentioned in a previous article,
the grandfather of multiple uses is
WD-40. WD-40 published a list of
over 2,000 uses check it out if you get
bored: http://www.wd40.com/files/
pdf/wd-40_2042538679.pdf ).
Essentially, the greater number
of potential uses, the greater your
opportunities to sell, but that’s not
all… the more usage opportunities
you present, the more usage
occurs. That little scenario can
exponentially increase re-purchase
rates, which, in case you were
wondering, is good.
Establishing How You Can Best
Reach Your Customers
This is something we will leave
for next time. Be sure to read next
month’s article on how you can reach
out to your target audience.
If you have any questions or
comments, I would love to hear from
you. I will probably answer most the
questions I receive through articles…
so if I don’t answer yours right
away… keep reading, it will likely
be in a future issue. Please feel free
to send me an email at: marketing@
dotcomsecrets.com. DCS
- By Tom Rich, VP of Marketing
Insider Journal | 29
Region cont. from page 23
Region Targeted Ad for “Lawn Care”
For example, let’s say you want
to sell an internet marketing course.
Google Adwords costs are pretty
steep these days for all the “make
money online” keywords, so you
need to pull a few tricks to get more
clickthroughs and sales without
blowing your budget.
So you decide to target the Los
Angeles area. It has a huge population
and it would be a piece of cake to
target the entire area so your ad will
show only there. So, in order to make
your relevancy score high, you decide
to make sure your landing page talks
about Los Angeles so it connects
to readers. For example, you can
say something like, “Teaching The
Citizens Of Los Angeles How To
Quit Their Jobs” in your headline.
You can get creative but don’t hint
you’re not even in the city.
It is also a good idea to have “Los
Angeles” in your ad text as well. The
more relevancy to your audience
(and your landing page), the higher
the clicks you’ll get.
You then activate the campaign
so your ad will show. Chances are,
since your competitors are too busy
posting the usual, “I’m going to
make you rich” Adwords ads, yours
will stand out because it’s targeting
the prospect’s specific locality. From
then on, you just have to rinse and
repeat in different major cities.
I will say this: it isn’t easy since
you have to create a different landing
page. However, that’s only changing
a couple words: from “New York” to
“New Orleans” for example. And you
have to create a lot of these campaigns
if you want to get decent traffic. But
your clickthroughs will probably be
higher, which means you’ll get cheaper
click costs and a higher ad position.
It’s similar to posting to ads in
Craigslist. These days, Craigslist will
allow you to post to three major cities
every 24 hours. There are tons of people
advertising “make money online”
opportunities from New Hampshire
to California who have never seen the
state. And people outside their regions
will never see their ads.
However, with Google Adwords,
your ad won’t be pushed down to the
second page like Craigslist. It will be
in front of the eyeballs of your target
audience in the area you choose 24-7,
until you take it down.
30 | November 2008 www.DotComSecrets.com
To conclude this article, it is
evident that Google Adwords has
come out with a great innovation
allowing anyone to serve targeted ads
to the area they choose. The ability
to do this wasn’t available more
than a decade ago, and most local
businesses were relegated to putting
classified ads in newspapers and
placing billboards on city streets.
The best part is you don’t even have
to have a physical store to benefit. You
can create region-targeted Adwords
campaigns in any location you choose
in the world - even if you have a
website and are miles away.
Believe me,most of your competitors
are clueless about site-targeting. I’ve
even seen ads targeted for Canada when
they don’t ship outside their country!
It isn’t hard to beat out most of your
competition, assuming you have good
ad copy in your Adwords ads and your
site is relevant to the keyword you’re
bidding on.
So if you have an existing website,
go and create an Adwords campaign
targeting a major metropolitan area
using the recommendations above.
I recommend New York or Los
Angeles due to the population
density. If you make a profit over your
general targeted campaign, then select
another region, rinse and repeat.
So what are you waiting for? Take
action today! DCS
- By Derek Faylor, PPC Manager
Viral cont. from page 20
means that instead of uploading your
video to numerous sites individually,
you can upload it once to TubeMogul
and they will send it out to other
sites for you!
Right now, tubemogul has the
ability to upload to about 20 video
sharing sites.This means that with one
upload, your video will automatically
show up on 20 different sites. Your
video has a much greater chance of
becoming viral once it is in front of
20 times the number of viewers.
TubeMogul has different levels of
service that offer additional options.
The basic account is free and allows
you to upload 150 videos a month.
This level also gives you the ability to
track some information about your
videos for a short period of time.
You can see which sites are giving
your video the most views and which
ones are not doing so well. The higher
levels are not free, but they offer
additional features like live training,
file storage, and priority customer
service. Just starting with a free
account will help you get acquainted
with the process.
If you are more interested in
results and you are willing to spend
some money (after all, you have to
spend money to make money, right?)
then you might want to consider
another video distribution site called
TrafficGeyser.com.
Traffic Geyser is similar to
TubeMogul in the fact that it takes
your one video and distributes it
to multiple video sharing sites. But
Traffic Geyser offers many more
tools to help get your video spreading
through the internet like the virus
you want it to be. First, Traffic Geyser
can upload to almost 50 video sharing
sites, so that helps to expand your
reach with just one shot.
But, it doesn’t stop there. It then
takes your video and submits it to
multiple social bookmarking sites.
Then it is off to multiple social
network sites; it creates blogs and
blog posts with your video; and
finally it turns your video into a
podcast and submits it to multiple
podcast sites. This has the potential
to get your video ranked very high in
the search engines within minutes!
Now, that would be amazing even
if Traffic Geyser stopped there, but
they don’t. They then take your video
and convert it to a different format
and send it out again! Then they will
do it a third time, and then even a
fourth time.
This may seem redundant,but what
it does is give you the ability to target
each video with a different keyword.
You can set this re-distribution on
a time delay basis, meaning you can
have the second video sent out in
a day or week or month. This way
you have the potential to keep your
video at the top of the search engines
without doing a thing.
Your video may show up in the
top search result in Google for
four different keywords! Now we
are getting somewhere. Your video
could now be seen by thousands of
people within a short time of you
uploading. This video is starting to
look pretty viral and it didn’t take
much time at all.
Traffic Geyser is a monthly
membership site that runs about $97
dollars a month. This is a reasonable
price to pay if you are really going to
take advantage of what the site has to
offer. You can take this service and use
it to drive huge amounts of traffic and
build a large list of customers. You are
probably already spending that much
a month on other, less productive
forms of paid traffic generation.
So whether you are a small
business just trying to get started
using video to drive traffic or you
are a large company trying to further
increase your client base; you can
definitely benefit from a video
distribution site.
Use a free TubeMogul account to
see what it can do for your business
and then move to a service like Traffic
Geyser when you are ready to take over
the internet and dominate your niche.
After all, 52 percent of all web traffic
is video. So it’s time to jump on the
bandwagon and use your own video to
drive some traffic and build leads. DCS
- By Scott Brunson, Video Editor
Insider Journal | 31
A Step-by-Step Guide to Building Your Own
There’s no question that a continuity program can be vital to your business’
long-term growth - but how do you create one with all limited budget and
resources? Find out in this simple-to-follow guide on creating physical
and digital newsletters.
Are you ready to become a publisher? I bet you
are, even if you didn’t realize it yet. Creating your
own monthly publication – either digital or physical
– is a powerful way to create residual income in your
business or to entice visitors to sign up for your list.
At one point, a continuity program may become
the most important part of your business. It can give
you peace of mind knowing that X amount of dollars
will come in each month and provide tremendous
value to your customers who are constantly looking
for more information on the topics that interest
them most.
There are many ways you can create continuity
programs in your business, but today I want to focus
on newsletters and magazines. They are simple to
create, require little to no overhead costs and can
32 | November 2008 www.DotComSecrets.com
provide great value to your customers.
The DotCom Secrets Journal and DVD of the
Month is just one example of how powerful this
type of continuity program can be in your business.
Let me share just a few of the benefits DotCom
Secrets has enjoyed since we started publishing it:
It creates reliable, monthly income that covers
the costs of running DotCom Secrets for the
month, with a little extra profit to work from.
It reinforces the strategies that are working at
DotCom Secrets when each employee writes
their article.
We are able to advertise the best deals to our most
©iStockphoto.com/David Marchal
Insider Journal | 33
loyal customers on a monthly basis.
It makes it easier to move customers
through our product funnel.
And here are a few benefits
customers like you get from our
continuity program:
The latest marketing strategies
that are working at DotCom
Secrets right now are delivered to
your door each month.
By emailing me at editor@
dotcomsecrets.com, you have the
opportunity to ask our team any
question you have about making
your online business successful.
Access to our entire article archive,
dvds and more training at http://
members.dotcomsecrets.com.
I hope that this helps you see the
power in building a solid continuity
program in your business. For now,
I want to start by giving you a few
guidelines on what kind of content
your publication should include and
a few ideas on how you can get that
content created.
What Kind of Content Should You
Cover?
There is no secret formula for
how many pages a newsletter should
be or what topics should be covered.
But, there are two rules you can safely
follow for almost any publication.
The first rule is that a newsletter
should only be as long as you have
unique, quality content to fill it with.
Don’t pad your pages with useless
information just to fill space because
in your reader’s mind, they are paying
for the whole newsletter – even the
parts they don’t read.
If you publish a 100 page digital
newsletter every month, but only
10 pages have worthwhile content,
what your subscriber sees is that they
wasted money on 90 percent of the
product. You would be much better
off if you put your time into getting
30 pages of quality content instead
of 90 pages of useless filler.
The second rule is contingent on
the first. Do not take this rule to mean
that you should throw a bunch of fluff
into your newsletter just to hit more
topics. That said, the second rule is,
the more unique (and relevant) topics
you cover, the more likely you are to
hit those that floor your readers and
get them to sign all their friends up
for gift subscriptions.
For example, some of our readers
subscribe just for the traffic generation
tips. Some just want to hear what
Russell has to say and some read the
whole journal from cover to cover. All
of them are getting the information
they want out of the DotCom Secrets
Journal, but if we took out traffic
generation, for instance, we’d lose an
34 | November 2008 www.DotComSecrets.com
entire group of subscribers.
Now, you have to balance this
between what you can reasonably
provide and how many of your
subscribers are interested in a topic.
But the basic point is to publish
quality content, and as much of it as
you can. If it’s not relevant to your
readers, throw it out.
Filling Your Newsletter With
Quality Content
Where do you get all this fresh,
quality content every month for a
newsletter or magazine? The first
thought most people have (and I think
what turns them away from ever starting
their own newsletter) is that they have
to write all the content themselves.
But you don’t have to look
far to find great content that will
compel your subscribers to keep
reading month after month. For
example, every month we fill the
DotCom Secrets Journal with
articles written by experts on vital
internet marketing topics like traffic
generation, programming, product
creation and, of course, marketing.
What makes our Journal unique is
that each of these experts work at
DotCom Secrets every day and see
what is working and what is not.
We don’t recommend that you try
a new SEO tactic or create a certain
type of product unless it is working
in our business.
But this scenario might not be
realistic for you, so here are a few
other ideas on how you can get
your hands on unique content for a
monthly newsletter without writing
it all yourself:
Idea 1: Feature an Expert
Call up an industry expert, tell
them what publication you are with
and ask if they will sit down for an
hour long interview.Take careful notes
and be sure to record the interview.
Then write an article that retells their
story and include quotes from the
interview. Plus, since you’re recording
the interview anyway, you can sell the
audio as a separate product!
Idea 2: Tell a Story
I recently came across a popular
wedding blog filled with product
reviews and wedding ideas. Most of
the posts the author made received a
few comments here and there but the
posts that really got the most attention
were those that featured real brides.
All she did was post a few pictures
of the couple’s wedding day and then
she’d get the bride to write a couple
short paragraphs about what made
the day memorable.
The moral of this story is that
you don’t have to try to contact
industry experts and hope they can
fit you in their schedules – you can
contact friends, relatives or even
look on websites like MySpace
and FaceBook for people who are
passionate about the niche you’re
marketing. These people don’t make
the news every day, but you can
bet that if they have a hobby or
They will likely be writing for
other publications as well, but if
you’re willing to share your writer,
you’ll save a lot of money over
Don’t pad your pages with useless information just to fill
space because in your reader’s mind, they are paying for
the whole newsletter – even the parts they don’t read.
talent they love to do, they’ll have a
compelling story to tell.
When you ask for articles or
interviews from people who aren’t ever
recognized in the media, you’ll find
that most of them are happy to help
and won’t ask for anything in return.
We are planning on including a
similar idea in our DotCom Secrets
Journal in the upcoming months.
We’re working on a new section
where we’ll give our students the
opportunity to share their successes
and failures so you, the reader, can
see how the strategies we teach
here apply to businesses outside of
DotCom Secrets.
Idea 3: Hire a Freelancer or Two
There are writers all over the place
who are dying to get their articles
published. In fact, many freelance
journalists will write an article before
anyone has ever agreed to publish it,
hoping to find a buyer. A great way
to get consistent content is to hire a
freelancer to contribute an article to
your publication each month.
hiring a full or part-time employee.
If you’re on an even tighter budget,
you can contact a print journalism
professor at a local university and ask
if they have any students who would
be interested in writing a monthly
article. Many students will jump at
the chance to build up their portfolio
before they graduate.
Once you’ve found a few talented,
reliable freelancers, you can relax a
little knowing that you have fresh
content coming every month. And
as your readers get hooked on a
specific writer’s articles, they will stay
subscribed to your newsletter longer.
Putting Your Newsletter Together
Next time, I will move on to
the next step of creating your own
profitable newsletters and magazines
- putting it all together. For now,
create an outline for the first few
months of your publication and
start getting a few articles written or
outsourced. DCS
- By Brittanie Byron, Editor
Insider Journal | 35
Parasite cont. from page 9
post them!
Just be sure to use software like
comment sniper so you can be there
first, and be helpful so the blogger won’t
mind leaving your post where it is.
Step 3: Live TV Shows
We have been doing a lot of live
TV shows lately at DotComSecrets.
tv. There are services out there like
Ustream.tv and Justin.tv that will
allow you to broadcast your own
television show 24 hours a day!
We have had up to 800 people on
our live shows before and there
are literally hundreds of other
marketers in every niche with their
own live TV shows.
What’s cool about these services
is they allow the viewers to interact
with each other during the shows.
Now, I first noticed this on my shows
when I had people coming on just to
spam their links out to my audience.
We quickly deleted these members
and banned them from coming back,
but there is a way to steal people’s
visitors ethically.
All you need to do is make
sure the username you pick while
you are watching the show is your
URL. The biggest problem that the
spammers have is they drop their
links into the conversation and we
immediately ban them. BUT – if
their username is their website
URL, and they post intelligent
comments that add to the content
of our show, then we let them post
as often as they want!
So, every minute you could
comment on the show, let people see
that you know what you are talking
about and that you’re an authority
on the subject, and they are going
to see your domain name over and
over again. I know one guy who
sold seven tickets to his seminar at
over $1,000 each and added a few
hundred people to his list during
one person’s show using this exact
same tactic!
Step 4: Testimonials and Case
Studies
The last method is to figure out a
way that you can either become a case
study or a testimonial for someone’s
product and they will send targeted
traffic to you all day long. Here are a
few examples:
Testimonials: I have a few friends
who give testimonials for almost
every product they can because they
know that their name, picture and
website URL will show up on the
sales page for that person’s product
and when they drive traffic to the site,
a percentage of the people will always
check out the people with testimonials
and come back to their sites.
Case Studies: I found out that
Mike Chen was launching his
36 | November 2008 www.DotComSecrets.com
new software called “Make Your
Own Software.” A week before it
launched I called him and got a free
copy of the product. I then created a
software product with it, launched it
and sold $11,000 worth of it during
the next 48 hours!
I then sent this case study back to
Mike and he dedicated over a page
on his sales letter telling my story,
he had all of his affiliates telling the
story about “Russell Brunson” and
I added thousands of people to my
lists and sold tens of thousands of
dollars worth of my own product
during this promotion!
Become a resource to people
who buy someone else’s product: A
good example of this is Anik Singal,
who made video tutorials teaching
people how to use Traffic Equalizer
a few years back when that software
was popular. The product owner then
recommended these tutorials to all
of his customers and Anik made tens
of thousands of dollars selling these
tutorials and additional coaching
services!
The key to this whole article is that
you can find out where traffic already
is, and figure out ways to become a
parasite and get those people coming
back to your site instead! It’s very
easy when you follow a few of the
suggestions listed above. DCS
- By Russell Brunson, President
©iStockphoto.com/Nathan Gleave
ACCOUNTANT’S CORNER
Discover a little-known,
government granted gift
that can help you protect
your business and
personal assets.
Accountant’s Corner
is dedicated to
articles addressing
business structuring,
accounting, tax savings
and estate preservation
techniques.
The information contained in this
article is based off current United
States law.
M
any thousands of years ago in the dawn of civilization, mankind
lived under the natural law of survival of the fittest. At that time,
if you were attacked or if your property was threatened, your one
recourse was to fight to protect yourself and your property. If you felt you
wanted your neighbor’s property and if you were bigger than he was, you
would simply take it. If you were big and strong enough you could survive
under your own actions. If you happened to be smaller and weaker, your
survival was not certain.
As you can imagine, having your survival dependant on the size of club
you were able to wield or how ferocious a fighter you were, made for a very
difficult and short life. The young and the old were especially vulnerable and
©iStockphoto.com/Onur Dongel
Insider Journal | 37
left with little or no protection.
As mankind progressed we
realized that there was safety in
numbers. So to insure our survival
along with the aged and weak among
us, we began to band together in
families and then tribal groups of
extended families. As certain tribal
groups became larger and more
powerful, the natural law of survival
of the fittest was still prevalent as
they continued to attack the smaller
groups to get gain.
The realization finally came
that the only way that the natural
law of survival of the fittest could
be overcome was by the banding
together of the majority of
these family tribal groups into a
community. Through the strength
of the large and extended group,
survival of the fittest could finally
be put to an end.
Rules could be put in place to
protect life and property rights of all
members of the group. The young,
weak and the old could be protected
from those who would hurt or take
advantage of them.
If a member of the group should
to be attacked or their property
taken, no longer would that person be
expected to pick up a club, sword or
gun to protect their life or property.
Instead authorized members of the
group would enforce the rules and
ensure the protection of the victim’s
life and property.
Finally the natural law of survival
of the fittest was defeated. In its place
was a group of rules everyone was
expected to obey. These rules became
agency and court system to obtain a
remedy for their loss.
As laws were created, the law
makers felt that each individual
As laws were created, the law makers felt that
each individual had a “duty” to live his life in
such a way so as to not injure or destroy the
property of any other person. If a person violated
that “duty” imposed by general law, resulting in
injury or property damage, that person could be
found responsible or “liable” for those injuries
or property damage. If a person is injured or
suffers property damage at the hand of another,
the current law requires the person responsible or
liable for the damages to make the injured party
whole again.
known as laws. As a result, this
system became known as the “rule
of law.” Governments were created
specifically to enforce these laws, and
protect the life and property of the
members of the group.
Today, multiple communities have
banded together into nations and
governments are a recognized part of
our lives. Today, if someone is injured
or if their property is taken, no longer
can they pick up a gun and go out
looking for justice. Instead they must
work through a law enforcement
38 | November 2008 www.DotComSecrets.com
had a “duty” to live his life in such
a way so as to not injure or destroy
the property of any other person. If a
person violated that “duty” imposed
by general law, resulting in injury or
property damage, that person could
be found responsible or “liable” for
those injuries or property damage.
If a person is injured or suffers
property damage at the hand of
another, the current law requires the
person responsible or liable for the
damages to make the injured party
whole again.
In other words, the responsible
party is “personally liable” for the
damages he created. When a person
is “personally liable” all their personal
assets can be used to compensate the
injured party. If the responsible party
refuses to compensate the injured
party, then the injured party can take
the matter to court and sue for the
damages.
The court will hear the dispute and
will make a ruling. If the court feels
that a person was in fact responsible or
personally liable for another person’s
loss they will provide a “remedy” or
an arrangement by which the injured
person will be made whole. That
remedy will usually consist of taking
money from the responsible party
and giving it to the injured party.
If the responsible party does not
have enough money to cover the
amount of damage he has caused,
the courts may take his personal
possessions and sell them and give
the proceeds to the injured party.
The fact that our society has given
the right for all citizens suffering a
loss to seek redress in a competent
court of law has removed the need to
seek for justice at the point of a gun.
It has guaranteed to all men the right
to life, liberty and property regardless
of your age, strength or size.
The rule of law replacing the
existence of the natural law of the
survival of the fittest has moved
civilization a giant step forward
into an age of equal rights and equal
protection under the law.
The rule of law has been
extremely beneficial to the progress
of civilization and to the individual
citizens of those societies practicing
it. However, the concept of
“unlimited liability” and the legal
duty one person owes to another,
that the rule of law is based upon,
originally had the tendency to stifle
business creation, growth and overall
commerce.
This is easy to understand if we
take a look at a simple example.
Picture a young entrepreneur
who manufactured popular small
colorful toys for children. Parents
in great numbers are purchasing
the toys for their children. Then
suddenly children begin to get sick
and one even dies.
The sickness and death are linked
to the lead in the paint used to color
the popular toys. Suddenly the young
capitalist discovers that a class action
lawsuit has been filed against him.
Not only are the lawyers after his
business assets but they also want his
personal assets as well.
To make matters even worse, the
cost just to mount a defense for the
charges will probably cost more than
the young entrepreneur has been
able to save.
Without some sort of protection
why would anyone want to take
the chance that something similar
could happen to them? Under these
conditions, no one would ever release
a new product into the market
place. The chance to lose virtually
everything they owned would
dissuade even the most serious of
entrepreneurs.
Fortunately for the individual and
for the businessman, government has
determined that unlimited liability
is not productive in every instance
and left unchecked will hinder the
enhancement to the citizen’s quality
of life.
For this reason, the government,
strictly out of the goodness of its
heart, has granted under specific
circumstances a very special gift
to business interests within its
jurisdiction.
This gift cannot be obtained in
any other way except by the good
graces of government. This gift is
known as “Limited Liability.”
Next time in part two of “Liability
– And the Magic of Limited Liability”
we will scrutinize the circumstances
required by government before it will
authorize the gift of Limited Liability
to be granted to a business.
Also coming up, we will examine
all the characteristics of Limited
Liability which have allowed
modern business to flourish and still
allow justice on a personal basis to be
served. DCS
- By Ross Brunson, Pres. of Book Ease, Inc
Insider Journal | 39
Getting Started:
Applying What You’ve Read This Issue
he first step to making money online is taking action. Now that you’ve read through this issue, write down
some ideas you can apply to your business and set deadlines for when you want them to be done. Make notes on
which projects you can outsource and prioritize by what will make you the most money first:
Marketing Ideas:
Product Creation Ideas:
40 | November 2008 www.DotComSecrets.com
Due Date:
Due Date:
Lead Generation Ideas:
Due Date:
Ideas to Boost Conversion Rates:
Due Date:
Insider Journal
41
Cover Photo © iStockphoto.com/Amanda Rohde
First Place for the $100 Million Challenge is Still Up for Grabs.
What Are You Doing To Get Yourself There?