FoundersClubLetter-Sept09.pdf

The Founders Club Letter

100 NE 5 Ave. Suite B-2

Delray Beach, FL 33483

(954) 429-3114

From: Todd Brown

Founders Club Headquarters

September 2009

Dear Fellow Founder,

Welcome to the inaugural issue of the Founders Club Letter. Every other month, in between your

Founders Club bi-monthly Report, you’ll receive a copy of your Club Letter that aims to do one thing and

one thing only… and that’s hand you proven strategies and tactics you can put to use right now to make

you more money and give you more freedom from your online business.

You won’t find fluff, theory, or conjecture in here. Nor will you find any sugar-coated advice on what we

“think” you should do to grow your income and build your business. Far from it.

Instead, what you can and should expect each month from your Founders Club Letter is a hard-hitting,

down-and-dirty, often in-your-face breakdown of what you can and should do to vastly improve your

online marketing, grow your cash flow and income, and live a life most will only dream of… as a real-

deal business Founder.

A Bold Promise For

A Simple Bi-Monthly Letter?

Yes, indeedy!

And, I plan on proving the validity of that promise within the brief, yet blunt pages of what you now hold

in your hands… your very first Founders Club Letter. So, if you’re up for it… what do you say we just

skip the rest of the introduction and get down to business with this month’s content.

Okay?

Good.

Glad we’re both in agreement. :-)

Let me start off by saying something that might be a bit shocking, but 100% truthful...

The Founders Club Letter

I Believe Many Marketers Are

Either Totally Confused Or Blatantly Lying!

It’s true. I believe the way many marketers talk about their online businesses being systemized and on

autopilot is inaccurate. And, I believe it either stems from a poor understanding of what it means to truly

have a business that is built on real marketing systems, or they simply have a loose grasp of the truth.

Either way, I believe it’s critical to your success that you understand… really understand … how a

business looks and operates when it truly has its marketing systemized. More importantly, and the aim of

the remaining pages of this month’s Letter, is that you have a solid understanding of exactly how to

transform your business from an erratic promotionally-driven enterprise into a consistent and predictable

marketing machine.

Please understand: consistency in new customer acquisition, predictability in income and cash flow, and a

business growing in stability and security only comes about when your business employs and is built on

real marketing systems. Even though sporadic promotional efforts have their place in every marketing

plan and online business, they should never be the crux of what you’re attempting to build your business,

income, and livelihood on.

Uh Oh… You Don’t Have This

Type Of Business, Do You??

So, to make sure we’re on the same page, let’s first define what I mean by a “promotionally-driven

business”. It’s actually pretty straightforward.

A promotionally-driven business is a business with a marketing plan mostly made up of one-time

promotions or marketing activities used as the main vehicle to drive company growth.

In other words, a business that doesn’t have a consistent, continual, and repeatable method for getting

new customers and growing cash flow day-in-and-day-out, is nothing more than a company attempting,

each day, to get built off of the back of its latest promotional effort. Hence, its categorization as a

promotionally-driven business.

Want an example?

Okay, let’s take Petey Promo for a second, a hypothetical online entrepreneur, and his fictional company.

If the only time Little Petey generates sales is when he does… let’s say… a special webinar… he really

has nothing more than a simple promotional-driven business. In this case, his entire business is built, right

now, on the back of the special promotion he does each month in the form of a webinar.

What happens if he wants to go on vacation for a month?

What happens to his webinar and special promotion then?

Even more important, what happens to his monthly sales and cash flow if he misses doing his monthly

webinar?

I’ll tell you what happens: everything stops; everything tanks. And that’s no way to grow or operate a

business. Not as a Founder, at least.

You see, even if Petey Promo recorded his webinar and had it automatically replay on his website…

without having a consistent system in place for traffic and list-building… he’s still missing two huge

pieces of the systemization equation.

Now, as a quick aside, if Petey Promo turned that webinar process into a true marketing system, like I’m

going to show you how to do in this Letter, he would have something working to get him new leads and

customers, and generating sales for him every single day… regardless of what he does or where he goes.

And that’s how Founders grow a business! But, I digress. More about that later.

Is It Really That Bad For My Business?

Seriously?

So, is it really that bad to have a promotionally-driven business, you may be wondering? I mean, what if

almost every time you do a promotion it makes you more money. Am I saying you should stop doing

those promotions?

Well, let’s take one question at a time.

First… YES!... it is really that bad to have a promotionally-driven business.

Why?

Because it all boils down to this:

When you have a promotionally-driven business… where your new customers and growth in cash flow

comes from sporadic and random one-off marketing events… your entire business and growth is solely

based on the power and effectiveness of your latest promotion. In other words, you’re only as good as

your last and latest promotion.

Not only is there no consistency or predictability with results when trying to build your business off of the

back of one-off or two-off promotions, but you never know how the month or quarter is going to turn out,

because you never really know how your promotions are going to perform until they’re over.

For example, if your entire business model online is solely based on a brand new, fresh email being sent

to your list every day… today’s sales are only as good as today’s email. This month’s sales are only as

good as this month’s emails.

With this type of approach can you really ever predict how well you’re going to do for the month?

Even A Marketing Crystal Ball

Wouldn’t Work Here…

Not with any real accuracy, you can’t! Not if you’re relying solely on a new, fresh email being written

and sent every day. Because you never know how well each email is going to perform until you send it.

What happens if one day you write a crappy email or your outsourced copywriter pens a dud? What

then? Well, sales can tank.

One week you might put up banner sales numbers because you happened to really strike a chord with

your list in a couple of your emails. But, the very next week your sales numbers could be in the toilet. All

because you sent a couple of new emails that just weren’t any good or didn’t resonate with prospects.

Where’s the predictability in that type of marketing approach?

Where’s the stability there?

Where are the consistent results?

They’re not there, that’s for sure.

Now, compare and contrast this to having a true marketing system that regularly, consistently and

predictably brings you new leads, converts those leads to paying customers, and adds to your bottom-line

every day… and you should immediately see the vast short-comings and pitfalls of the promotionally-

driven model. (Don’t worry… we’ll get to the goodies of transforming your company into a systemized,

non-promotion-reliant Goliath in a minute. For now, let’s get back to the next question we had from

earlier…)

Second, am I saying you should stop using promotions in your business… like product launches… even

though they make you money when you do them?

No. HECK NO !

Please don’t misunderstand me for a second… I’m in no way telling you not to use special promotions or

one-off special events in your business to generate sales.

What I am telling you is not… NOT… to rely on promotions as the main vehicle to drive new customer

acquisition and revenue growth in your company. But, instead, to have perpetual marketing systems in

place that drive the majority of your business growth on a predictable and consistent daily basis. Once

you’ve got these systems in place, then… and only then… should you work sporadic, one-off promotions

into your calendar. (i.e. product launches, big joint venture pushes, etc.)

So, exactly how does a business look like and operate when it has one or more of these perpetual

marketing systems in place, you’re probably itching to know?

Ahhhh, glad you asked compadre. (Hey, my two little girls are learning Spanish in school so I’m trying to

work it in throughout my day to keep up with them. You know what I mean, right? Comprende?)

It All Begins Here…

Let’s start at the beginning, first, with some traffic generation. Then we’ll move to list-building,

conversion, and then finally, end with customer follow-up. (And, at every step of this process, recognize,

what we’re looking to create are systems that work perpetually for you producing consistent results,

regardless of what you personally do day-in-and-day-out.)

By the time we’re done, you’ll have a complete overview of how your company marketing systems

should be set-up and implemented.

So, let’s talk traffic-generation.

An ultra-simple, yet perfect example, of a true traffic generation system is a properly set-up and

optimized Google Adwords campaign.

Once you’ve done your proper market research and have identified your niche’s core “buyer keywords”,

the next step is to set-up your Adwords campaign with appropriate Adgroups.

Appropriately set-up Adgroups must meet what I call “The Rectangle Of Relevance”.

Use The Enormous Power Of

“The Rectangle Of Relevance”

To Get Tons Of Cheap Traffic

The “Rectangle Of Relevance” occurs when the 4 key aspects of an Adgroup are properly aligned. The 4

key aspects include the Adgroup’s: keywords, ad copy, destination URL, and landing page.

Your Adgroup is in the Rectangle Of Relevance when the keywords in each group are tightly matched…

when the main keyword appears in the headline of the Adgroup ad as well as the body… when the main

keyword appears in the destination URL of the ad… and when it appears within the headline (H1 tag) of

the landing page the ads brings visitors to.

For instance:

Let’s say you sell NFL team paraphernalia online.

You’d have a campaign for each team, with Adgroups under each campaign that target different

paraphernalia items for that team (i.e. jerseys, t-shirts, helmets, towels, posters, etc.)

So, for example, you’d have a campaign labeled “Pittsburgh Steelers”. Then, you’d have Adgroups like:

“Pittsburgh Steelers Jersey”, “Pittsburgh Steelers T-Shirt”, “Pittsburgh Steelers Towel”, etc., and so on

for each team.

Within the “Pittsburgh Steelers Jersey” Adgroup, for example, you’d only have the keyword phrases that

include the words Pittsburgh Steelers Jersey. Then, you’d create an ad for that Adgroup that includes the

exact keyword phrase, “Pittsburgh Steelers Jersey”, in the headline and body-copy (at least once). For

instance…

Pittsburgh Steelers Jersey?

Get Your Pittsburgh Steelers Jersey

Big Discounts - Fast Delivery.

YourDomain.com

Next, you’d make sure the destination URL of that ad also contains the keyword phrase Pittsburgh

Steelers Jersey. The easiest way to do this is to use the old-school “Question Mark URL Trick”.

The Simple Power Of A Question Mark??

Here’s how this works:

Simply take the destination URL, add a question mark at the end, then put the main keyword phrase (used

in the headline of the ad) right after the question mark.

So, in our ad example above, the destination URL would become:

YourDomain.com?pittsburgh-steelers-jersey

Don’t worry… nothing you put after the question mark in the URL will impact the destination page.

Meaning: you can put anything you want after the question mark and it will still go to the same web page.

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: