The Question...
>>>>> How do I get the "ready-to-buy" client or customer to come to my website? <<<<<


The background...
1. You're going to learn about pay-per-click search engines today.
2. These are a relatively low-cost way of directing pre-screened traffic to your website.
3. These pay-per-click search engines NEED to be a part of your Internet marketing strategy -- there's just no way around these pay-per-click search engines.




How pay-per-click search engines work...
1. The public goes to goto.com or AOL.com or Google.com.  
2. They type in what they are looking for just like any typical search.
3. They are presented with 10-1000 or so sites, each with a short description (much like Yahoo does).
4. If/when the person clicks on the link to YOUR site, you pay GoTo.com anywhere from 5c to a couple of dollars.  (Typically, 50 cents or so.)
5. So, you are paying for traffic, but it's relatively high quality traffic of ready buyers, or at least, the very interested.

Test it for yourself...
The Coaching Scoop (my ezine for coaches) has a listing at GoTo.com, which sends us a couple of hundred visitors a month to our site.  We pay about 60c each.  If you go to goto.com and type in coaching or mentor, you'll see that the Coaching Scoop is positioned in the Top 10.  You can do the same for your site/service using the best keywords (more on that next week).

How to get started...
1. Go to GoTo.com.  
2. Click on the link to List Sites and Products (at bottom)
3. Fill out the form; put down a deposit on your credit card.
Simple as that.

Each month, you receive a report as to how many folks GoTo.com sent to your site.   Also in the report is a list of the key words you have 'purchased' and where your site ranks in each of these keyword areas.

Are you resistant?
Yeah, I know what you mean.  We're so used to getting traffic to our sites for free from the search engines.  But there is SO much money in this for the search engines that most are going this route.  Might as well not fight it.
And remember, if you establish a 'client acquisition' budget, then it makes total sense to allocate part of your budget to these pay-per-click search engines.

Part 2 is coming next week
I'll be answering these questions:
1.  Are there other pay-per-click options besides GoTo.com?
2.  How much should I be willing to pay for clicks?
3.  Should I opt for a premium listing?
4.  Which/How many key words should I buy?
5.  How do I convert my site visitors to become buyers?
6.  What is the 'real/compelling' reason to go with GoTo.com and these other pay-per-click search engines?

The moral of the story...
It will cost you anywhere from about a buck to maybe a hundred bucks to land a new client using one or more of these pay-per-click search engines.  Isn't the $1,000-$25,000 or more of lifetime revenue from a single client worth it to you to bite the bullet and start paying for traffic?

Have a great week.  And check out Dave's all-inclusive eMarketing for Professionals TeleCourse below...

Best,

Thomas

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6 Mondays, May 7, 14, 28; June 4, 11, 18, 2001 (no class on May 21)
8-9pm Eastern/NY
Register here.
Or visit http://www.thomasleonard.com/teleclass and type in class 2025


May 3, 2001


From:  Dave Buck
To:      All Professionals
Re:      Internet Marketing Course


Dear Friend:

I would like to walk you through the 50 most valuable Internet Marketing strategies, tactics and technologies in just six 1-hour sessions.  The full agenda is just below, but I can summarize this course for you in a single sentence:

By the sixth session of my course, you will know more about e-marketing than 99% of other professionals.  Period.

If you want to learn this e-marketing stuff, I can teach you.  If you are at all interested in getting your arms around e-marketing, I would like to be your bridge between your traditional marketing efforts and your next generation of marketing -- e-marketing --  using the push, pull and dangle strategies that work for the top professionals in the world.

It is my view that within a couple of years -- for the professional practice to thrive -- professionals will simply have to know a distinct set of e-marketing strategies that work to attract, educate, filter, screen and service their ideal clients.  You know, those clients who are your best clients.  Low maintenance, highly profitable, and a pleasure to work with.

I offer a 6-week training course exclusively for professionals (attorneys, accountants, consultants, counselors, coaches, trainers, reps, etc.).  This training is conducted via live, interactive conference call and also includes a live, managed web-tour of websites of professionals who are using the precise e-marketing strategies that you will be learning during this training.

The cost of this training is $99 (I know, it's under-priced).

Here's a taste of what you will learn via our discussions, have access to at the matching participant-only website, and what you will SEE during the live web-tour portion of the course.



Session #1
How to increase traffic to your website (pull marketing) by 
...using powerful meta tags to increase search engine ranking.
...getting your site properly listed on Yahoo within 48 hours.
...driving additional traffic to your site via pay-per-search engines.
...getting 250 other professionals to link to your site.
Session Bonus:  During the session, we will TAKE you and your browser to ACTUAL SITES on the net and show you exactly how to do this yourself.

Session #2
How to craft an effective website that blows away the competition by:
...learning the key design elements of a website.
...choosing the right colors for your field.
...selecting the best ways to create instant credibility.
...proper use of client testimonials, if any.
...orienting the website around the visitor's life and situation, not yours.
...not making these common mistakes that turn visitors off.
Session Bonus:  During the session, we will TAKE you and your browser to ACTUAL SITES on the net that are the best we've seen in their categories.

Session #3
How to use an ezine to quickly build 10,000+ fans (push marketing) by
...selecting the most compelling focus, title and content of your ezine.
...selecting and setting up an e-broadcast system.
...showing you how to build up your subscriber base.
...searching you how to convert subscribers to buyers of e-products and services.
Session Bonus:  During the session, we will TAKE you and your browser to ACTUAL SITES on the net that have well-done ezines and you'll see for yourself the obvious -- and subtle -- techniques that make all the difference in building a subscriber base.

Session #4
How to write and market an e-book, e-course, e-academy or TeleClass.
If you are wanting really passive revenue, you'll want to learn the basics of 
...crafting, writing and marketing an e-book.
...designing and automating an e-course.
...setting up a virtual university or e-academy.
...writing, packaging, marketing and delivering a TeleClass.
Session Bonus:  During the session, we will TAKE you and your browser to ACTUAL SITES on the net that offer this variety of e-products and services.

Session #5
Turn your website into a cash machine (conversion marketing) by
...building a relationship with visitors that has them warm up to you in stages.
...polling visitors to find out what they would like to buy from you.
...showing you examples of e-products that other professionals are offering.
...showing you how to set up a merchant account within a week.
...showing you what NOT to do, which is terribly important when you're new.
Session Bonus: During the session, we will TAKE you and your browser to ACTUAL SITES on the net that are converting effectively -- and to sites which are not.

Session #6
Getting all of your technical, procedural, budgeting and vendor questions answered.
By this time in the course, you're bound to have a lot of questions about the many aspects of e-marketing, websites, email, ezines, ebooks, technical issues, which vendors to work with, etc. So, we devote an entire session to answering your technical questions in depth.  (And there are literally hundreds of questions and answers at the website for your exclusive use as well.  As a participant in this course, you have a full year of access to this password- protected website.)

So, how much WOULD you benefit by learning the above concepts, techniques and strategies?  If your guess is that this figure is $10,000 or more of additional fees and new sources of passive revenue over the next 10 years, then you are perfect for this course. 



Dates:
6 Mondays, May 7, 14, 28; June 4, 11, 18, 2001 (no class on May 21)
8-9pm Eastern/NY
The course is led by Dave Buck

Important Note:
In order to participate in this course, you will need one phone line to call into our bridge for the telediscussion and you will also need to be online at the same time in order to take the web-tour during the telediscussion.  So, probably 2 phone lines.  Any type of speed of internet connection is fine -- 28.8 or satellite or DSL or cable.  There is no special software you need to download. Any browser will work.  At class time, simply dial into the bridge (we'll furnish you the phone number upon registration) and point your browser to TalkSee.com (we'll supply you with the password to get past the entrance).

Register now: click here.
Or visit http://www.thomasleonard.com/teleclass and type in class 2025
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