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Dotcomology

SristY

DOTCOMOLOGY 
BY: STONE EVANS, THE HOME BIZ GUY 


INTRODUCTION
EMPTY YOUR CUP!
DON’T LISTEN TO THE “SO-CALLED”EXPERTS
DO YOU HAVE WHAT IT TAKES TO BE AN E-ENTREPRENEUR?
THE INTERNET — YOUR BUSINESS TOOL
THE RIGHT PRODUCT SELLS ITSELF
THE ETERNAL, CHANGING BUSINESS PLAN
1. GETTING STARTED
1.1 MAKING YOUR WEBSITE ATTRACTIVE, INTERESTING, ENGAGING AND 
INTERACTIVE
1.2 NAVIGATION
1.3 DEFINING A USABLE SITE
1.3.1 Good Content is Critical......................................... 31
1.3.2 Ease of Access to Information................................. 32
1.3.3 Quick Access to Information................................... 32
1.3.4 Cleanly Designed Pages......................................... 33
1.3.5 Download Status.................................................. 33
1.3.6 Usability Problems................................................ 34
1.4 BUILDING INTERACTIVITY AND PERSONALIZATION...................... 35
1.5 GRAPHICS.................................................................... 37
1.6 WEB COPY................................................................... 37
1.7 CHOOSING A DOMAIN NAME............................................... 41
1.7.1 Using Expired Domains to Skyrocket Your Traffic....... 44
1.8 THE HOST................................................................... 45

1.9 TESTING AND PERFORMANCE.............................................. 47
1.9.1 Monitoring and Tracking........................................ 49
1.9.2 Tracking Your Sales............................................... 54
1.10 BUILDING CREDIBILITY AND MAINTAINING IT.......................... 55
2. INTERNET BUSINESS IDEAS........................................ 58
2.1 LEVERAGE THE ADVANTAGES OF THE NET................................ 58
2.2 WHAT BUSINESSES ARE SUCCEEDING ON THE NET?................... 59
2.3 SHOULD YOU BE SELLING A PRODUCT OR A SERVICE?................... 61
2.4 IMPORTANCE OF BACK-END SELLING..................................... 63
2.5 CROSS-SELLING............................................................ 65
3. SECRETS OF WINNING TRAFFIC THROUGH SEARCH 
ENGINES................................................................................ 67
3.1 HOW SEARCH ENGINES WORK............................................ 69
3.2 TOP SEARCH ENGINES..................................................... 72
3.3 SEARCH ENGINE PAGE-RANKING ALGORITHMS.......................... 76
3.4 KEYWORDS — OPTIMIZING YOUR SITE TO GET TOP BILLING AT SEARCH 
ENGINES................................................................................. 82
3.5 WEB COPY FOR SEO....................................................... 86
3.6 SUBMITTING TO SEARCH ENGINES........................................ 87
3.7 SEARCH DIRECTORIES – THE BENEFITS OF BROWSING................ 88
3.7.1 Submitting to Search Directories............................. 89
3.8 PAY-PER-CLICK — BUYING STATUS...................................... 89
3.8.1 Show Me the Money!............................................. 91
3.8.2 Submitting to Pay-Per-Clicks.................................. 92
3.8.3 Google AdWords................................................... 93
3.9 LINK POPULARITY AND LINK ANALYSIS................................... 95
3.9.1 Reciprocal Links and Partner Sites........................... 97
3.9.2 Picking Your Partner.............................................. 98

3.9.3 Inward Link Analysis........................................... 100
3.10 OPTIMIZING YOUR WEBSITE........................................... 101
3.11 MONITORING YOUR PROGRESS........................................ 103
3.12 THREE WORDS ABOUT SPAM.......................................... 105
4. BUYING ADVERTISING AND KEEPING CUSTOMERS!.. 107
4.1 BANNERS................................................................... 107
4.1.1 Banner Glossary................................................. 108
4.1.2 Banner Economics............................................... 110
4.2 TEXT LINKS................................................................ 112
4.3 CLASSIFIED ADS.......................................................... 114
4.4 CULTIVATING NEW CUSTOMERS......................................... 115
4.5 CREATING EFFECTIVE ADS............................................... 117
4.6 ADVANCED AD TRACKING................................................ 120
5. GETTING RICH FROM AFFILIATE PROGRAMS............. 126
5.1 JOINING AN AFFILIATE PROGRAM....................................... 127
5.2 LAUNCHING YOUR OWN AFFILIATE PROGRAM......................... 130
5.3 COOKING OFF THE SPAM................................................. 132
5.4 MANAGING AND TRACKING YOUR AFFILIATE PROGRAMS............. 133
5.5 EVALUATING YOUR WEBSITE’S PERFORMANCE........................ 138
5.6 HOW TO ATTRACT AFFILIATES........................................... 140
5.6.1 Classifying Affiliates for Better Management........... 141
5.6.2 A Few Avoidable Errors........................................ 146
5.7 LINKSHARE – AFFILIATE NETWORK THAT WORKS..................... 149
5.8 THE LEADING DIGITAL PRODUCTS AFFILIATE MANAGEMENT SYSTEM –
CLICKBANK............................................................................ 150
6. EXPLODING YOUR PROFITS THROUGH EMAIL 
MARKETING.......................................................................... 152
6.1 COLLECTING OPT-IN EMAIL ADDRESSES............................... 152

6.2 DOUBLE OPT-IN........................................................... 154
6.3 INTELLIGENT TARGETING THROUGH TAILOR MADE RESEARCH....... 156
6.4 RENTING OR BUYING LISTS.............................................. 158
6.5 CREATING UNBLOCKABLE DHTML POP-UPS.......................... 161
6.6 EMAIL MARKETING TACTICS............................................. 164
6.6.1 Writing Headlines That Grab Your Customers and Sell 
Your Goods!...................................................................... 165
6.6.2 Tips for Building Your Email Lists........................... 172
6.6.3 Email Content – Text vs. HTML............................. 176
6.7 MANAGING EMAIL CAMPAIGNS........................................... 178
6.7.1 Personalization in Email Marketing......................... 178
6.7.2 Creative Segmentation........................................ 181
6.7.3 How Often And When to Mail?............................... 182
6.7.4 Refrain from Spamming....................................... 185
6.8 ANALYSIS OF EMAIL CAMPAIGNS........................................ 187
6.8.1 Tracking Performance - Measuring Useful Metrics.... 187
6.8.2 Enhancing Email Response................................... 191
6.8.3 Should the message trick the reader or be honest?.. 194
6.9 AUTORESPONDERS........................................................ 195
6.10 CALL TO ACTION — CLOSING THE DEAL.............................. 200
6.11 SAMPLE MARKETING EMAIL............................................ 204
7. CREATING NEWSLETTERS THAT SELL AS WELL AS 
INFORM ................................................................................ 208
7.1 ADVANTAGES OF NEWSLETTERS AS A MARKETING TOOL............. 210
7.2 CREATING AN EFFECTIVE NEWSLETTER................................. 212
7.3 STEPS FOR A SUCCESSFUL NEWSLETTER CAMPAIGN.................. 218
7.4 GETTING SUBSCRIBERS FOR YOUR NEWSLETTER...................... 221
7.5 ADVERTISING IN NEWSLETTERS......................................... 224
7.6 PROMOTING AFFILIATE PROGRAMS THROUGH NEWSLETTERS........ 225

7.7 BLOGS...................................................................... 227
7.8 PLANNING YOUR CONTENT............................................... 232
7.9 EZINE JOINT VENTURES.................................................. 233
7.10 MANAGING YOUR LIST.................................................. 234
8. JOINT VENTURES — PARTNERING FOR SUCCESS....... 236
8.1 CHOOSE YOUR PARTNERS................................................ 236
8.2 JOINT SUBSCRIPTIONS................................................... 238
8.3 EXIT POP-UPS............................................................. 239
8.4 PLUG YOUR PALS.......................................................... 239
8.5 STRENGTHENING YOUR JOINT VENTURES.............................. 240
8.6 TRACK YOUR JOINT VENTURES.......................................... 241
8.7 KEEPING YOUR CUSTOMERS............................................. 242
9. SELLING INFORMATION PRODUCTS ONLINE............ 245
9.1 FINDING A WRITER....................................................... 246
9.2 WHAT CAN YOU WRITE ABOUT?........................................ 248
9.2.1 Pleasure Books................................................... 248
9.2.2 Inspirational Books............................................. 248
9.2.3 Study Books....................................................... 248
9.2.4 How-To Books.................................................... 249
9.2.5 Choosing the Right Topic..................................... 251
10. CREATING A HOT SOFTWARE PRODUCT WITH NO 
PROGRAMMING EXPERIENCE............................................... 257
10.1 BUILDING AN OUTLINE................................................. 258
10.1.1 Feature List...................................................... 258
10.1.2 User Stories..................................................... 259
10.1.3 Data Directory.................................................. 260
10.2 STUDY COMPETITION................................................... 260
10.3 DETERMINE PRICING.................................................... 261

10.4 CHOOSING A PROGRAMMER............................................ 263
10.5 DEVELOPING FUNCTIONALITY.......................................... 266
10.6 CREATING A WORK AGREEMENT....................................... 267
10.7 PACKAGING YOUR PRODUCT........................................... 269
10.8 CUSTOMER SERVICE AND SUPPORT................................... 270
11. PRESS RELEASES..................................................... 274
11.1 WRITING AN EFFECTIVE PRESS RELEASE OR NEWS ARTICLE......... 275
11.2 PRESS RELEASE DISTRIBUTION........................................ 280
11.3 WHEN SHOULD YOU DISTRIBUTE PRESS RELEASES?................. 282
12. VIRAL MARKETING.................................................. 284
12.1 VIRAL MARKETING THROUGH EBOOKS................................ 285
12.2 VIRAL MARKETING THROUGH EMAILS................................. 292
12.3 VIRAL MARKETING WITH AFFILIATE PROGRAMS...................... 296
12.4 VIRAL MARKETING ON THE WEB....................................... 300
12.5 WORD-OF-MOUTH VIRAL MARKETING................................ 302
12.6 MEASURING VIRAL EFFECT AND PERFORMANCE...................... 303
13. MANAGING YOUR LIFE WHEN YOU WORK FROM HOME
............................................................................................. 305
13.1 BALANCING YOUR BUSINESS AND FAMILY............................ 307
13.2 KNOW HOW TO SAY “NO”............................................. 307
13.3 TAKE A DAY OFF FROM WORK AT LEAST ONCE A MONTH........... 308
13.4 LEARN HOW TO COMPROMISE......................................... 308
13.5 MAINTAINING A POSITIVE ATTITUDE IS GOOD FOR BUSINESS.... 309
CONCLUSION: ALL YOU NEED TO SKYROCKET YOUR WEB 
PROFITS............................................................................... 312
SOME WARNINGS.............................................................. 314
A PERSONAL INVITATION FROM STONE EVANS............................. 317

Don’t listen to the “so-called” experts… 

In this book, I’m not going to give you some airy-fairy theory about what should work if every thing clicks the way I think it should. That’s the kind of rubbish you can read in any one of a thousand marketing books sitting on the shelves of Barnes and Noble. The fact is, most of those authors have never sold anything online except copies of their book on Amazon. Here’s my first piece of advice: don’t listen to advice from someone who has n’t been there and done it themselves! This is absolutely crucial. If you look around the web or in your local bookstore you’re going to find a ton of hype about how you can become a millionaire with nothing more than a keyboard and a mouse. There are people out there who will say you can get rich with no effort, no work and no investment. There are even some who will try to sell you pyramid schemes, get-rich-quick plans and every other kind of scam you can imagine. And people actually buy them. At the first sign of a chance to pick up fast cash, people whip out their wallets and give away their life savings. You’resmarter than that, right?