Five Steps to Successful Viral Marketing

I have posted below an article that was on my site at http://www.mikeseroveyenterprises.com in the "Articles" directory. I have moved this article, along with some others, to this blog to make room on my site for some new articles. I have edited this old article to remove some dead links. I hope that you enjoy this article and find the links useful. I know that I have.

Five Steps to Successful Viral Marketing
Copyright © 2004 Steve Shaw

I'm sure we've all heard of 'viral marketing' - the first question is usually 'What is it?' (and I won't insult your intelligence by telling you it's nothing to do with ill health).

In brief, you can apply the term 'viral marketing' to any strategy that encourages others to pass on your marketing message.

This can result in exponential growth of traffic to your web site, and therefore, if appropriate to your site, your level of sales as well.

A viral marketing strategy should be an essential element of your web site's promotional strategy, and in this article I'll tell you five different ways you can achieve this.

You may already be following some of these suggestions, and if so that's excellent. But I'm sure there will be others here you can try as well. This applies to myself as well - each strategy takes time to implement, the important element is to work towards them, and over time your traffic and your sales will gradually build, and your business will expand. Persistence holds the key to success on the Internet.

1. 'Send to a friend' script

We've all seen them, those buttons on web sites inviting us to 'Send to a friend'. You generally enter in the names and email addresses of people you would like to recommend the site to, and the script will then send those people an email containing the URL of the web site together with a short message.

Here's some resources you can use:

http://www.referralblast.com - claim you can add it to your site within 10 minutes, charge from $99 per year

http://www.tell-a-friend-wizard.com/ - claims to track your most sent pages and your most active people; from about $6 a month

http://bignosebird.com/carchive/birdcast.shtml - popular free CGI script

http://wsabstract.com/script/script2/tellafriend.shtml - a JavaScript version, allows you to send to a friend via normal email

That's probably enough to choose from!

2. 'Freebies'

Giving something away for free is one of the most powerful marketing methods available.

Giving something away for free in the *right way* turns it into a VIRAL marketing method that is much more powerful.

For example:

Giving away a free ebook will encourage people to sign up to your newsletter - great result.

If you include in the ebook links to your own web site and information about the products and services you want to promote, you'll increase your traffic and your sales - even better result.

If you encourage people to give away the free ebook themselves, you've suddenly turned it into a viral marketing program that will bring you exponentially increasing traffic and sales - excellent result.

If you think you can't improve on this you're wrong! If you use software like the Viral Marketing Program at http://www.instantviralmarketing.com as a mechanism to give away your free ebook, you'll increase your traffic and sales exponentially before you even give the ebook away, and then you've got the traffic and sales you'll get from the ebook itself - this creates an absolutely incredible result, I know.

The important thing is to ensure the freebie actually has some value and has a quality that reflects on the quality of your business - don't give away something just because it's virtually worthless, it will reflect badly on you and the results will be poor.

Instead, give the 'freebie' a realistic value, tell people what this is and then let them download it for free. However, ensure you use the mechanisms above to ensure that giving away something of value actually brings you results in the end - there is certainly delayed gratification involved here, but if you do it right you'll be on to a winner.

3. Write articles

Web site and ezine owners are constantly on the look out for articles, tutorials and other content they can use. Writing articles is one of the most powerful ways to spread your marketing message at targeted web-surfers. All you need to do is allow people to republish it for free, as long as they include a resource box at the end of the article containing details of your web site, or even of your ezine.

If you want an example, take a look at the articles I've written on my PopUpMaster.com site at http://popupmaster.com/articles, and notice the resource box at the end - these have already been published in various forms and in various locations across the web, increasing the traffic to my web site (and let's not forget this article as well of course). You'll also notice various articles by other people on the site too, that I got hold of just by searching the sites listed below - see how quickly and effectively your marketing message can be spread all over the web by webmasters and ezine owners who need content!

As well as posting the articles on your own site, and distributing them to your own mailing list, there are also various places online where 'publishers' and 'authors' meet, i.e. you provide the article, and other people publish it for you if they are interested:

Idea Marketers*
http://www.ideamarketers.com/

Making Profit*
http://www.makingprofit.com/mp/

Web Source*
http://web-source.net/

Marketing-Seek*
http://www.marketing-seek.com/

Yahoo Groups:
http://groups.yahoo.com/group/aabusiness/

Dime Co:
http://www.dime-co.com/

Ezine Articles
http://www.ezinearticles.com/

Go Articles
http://www.goarticles.com/

The resources marked with asterisks (*) are particularly recommended due to the powerful results they can deliver.

4. Affiliate programs

Most of the successful web sites use an affiliate program of one sort or another, that encourage other web masters to partake in publicizing someone else's products or services in return for a commission on the sale price. I'm sure we're all familiar with these.

I personally use ClickBank because they handle both the affiliate program (so I don't have to manage it at all) and the payment facilities, and it's all incredibly easy to set up. For more information:

Sign Up For The ClickBank Affiliate Program

5. Word of mouth

Many businesses grow through 'word of mouth' recommendations. Sure, the 'Send to a friend'-type scripts and affiliate schemes can help with this process, but often web sites are mentioned in other interactions between people. This can be a powerful mechanism, both offline and online, and should not be ignored.

From my own experience, my business has grown largely because of the kind recommendations my customers make to others of the products and services I provide.

You can encourage this process by providing the highest quality customer service possible, and ensuring that any products you sell or recommend are of top quality.

You've heard the phrase 'Customer is king' - I'd extend this to say you should treat every single customer as the most important customer you have ever had, in this way you will easily impress them and attract more customers (perhaps very significant ones) through these referrals. The alternative is bad or unresponsive customer service and poor quality products - this will certainly get you bad publicity that will damage your business.

There are of course many other techniques you can try, but these are my top five favorites, so try them out and see the traffic to your web site explode. It's hard work, but when you see the results you'll consider it more than worth it.

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Steve Shaw creates systems and software for effective e-marketing. His ListInferno.com site allows you to get thousands of 100% 0pt-In leads for your list - for free. For more details visit: http://ListInferno.com

Some of My Pet Peeves

By Mike Serovey

Most of the articles that I have posted here were written by other people. This time, I'm posting some of my own thoughts. Because this is my blog, I can put what I want on it and this is my rant!

Over the past 3 or 4 years I have visited many web sites and subscribed to many newsletters. I have noticed that many of these so called gurus don't bother to proofread their web sites, newsletters, ebooks, and so on before publishing them to the world. Whenever a reader writes to these people and tells them that they are bothered by the typos the authors typically write back and make excuses for laziness! They often say things like, "I give good advice so forgive me for being human"! The most extreme case of this was when I read Carbon Copy Marketing by Mike Filsame. He had an error is spelling, grammar, or punctuation in every other sentence! When I wrote to him about this he basically stated that he wrote the ebook in about 2 days with no sleep while doing it. I have no idea what his hurry was. When I suggested that he rewrite the ebook and correct all of those errors he wrote back and said in effect that he earns more money than I do so my opinion doesn't count! Excuse me! Didn't people like I am help him to earn all of that money by buying his products? What ever happened to "The customer is always right"? I did write back to him and tell him that I have a Masters degree, so I am educated. He will alienate people with any pretense to an education if he continues to put out ebooks with typos and then make excuses for this. Personally, I would be embarrassed to put my name on anything as badly written as Carbon Copy Marketing! To make things worse, much of the advice that Mike gives is "controversial". Read that as unethical! I did ask for, and received, a refund.

In some cases, the authors speak English as a second or third language. I used to subscribe to newsletters written by people in Asia. In almost every case I unsubscribed because I was turned off by the errors in grammar and spelling. If these "gurus" are earning as much money as they claim to, then why don't they hire someone who is fluent in English to proofread their works first? Instead, they show off their ignorance of English! To me, there is no excuse for that! I can remember reading one newsletter in which the author stated, "As you are sitting on your couch next to your potato ...". Either this guy was trying to be funny or he really doesn't know what a "couch potato" is! Either way, it didn't come across very well!

I have also noticed a number of authors using the wrong spelling of words like too, here, there, know, and etc. So, I'm going to give a little spelling and grammar lesson. We have "here" as in, "He is right here". We have "there" as in, "He is over there". You hear with your ear. "They are" is contracted as they're. If it belongs to them, then it is theirs. So, the cat belonging to them is their cat! "To" is the opposite of "from". An example of this is, "I am going to the store". If you mean "also" or "as well" then you would use "too". For example, "I like reading too". If you have more of something than you want, then you have too much of it. Or, you can have too little. Note that this is spelled "too". I have seen statements like, "I no that I am wrong to misspell words like I do". It should be, "I know that ...".

Another thing that irritates me is the use of the double negative. For example, "I ain't got no use for him!". No use is what you "ain't got"! "I don't want no more ..." No more is what you don't want! Correct grammar would be, "I don't have any use for him!" or "I don't want any more ...".

So, in conclusion, you "gurus" need to either proofread your works before publishing them to the world and showing your ignorance or laziness, hire someone else to proofread your work, or continue to alienate educated people people like I am, who will usually ask for a refund after reading your poorly written works!

Here is another one of the articles that used to be at Mike Serovey Enterprises in the "Articles" directory. As previously stated, I'm moving my old articles here to make room for some newer ones there.

135 WAYS TO BE SUCCESSFUL IN MAIL ORDER

This mini course outlines the essential elements for establishing and operating a successful mail order business. Here is a practical guide for beginners and a check list for those already in mail order.

THE COMPANY NAME:

1. Select a short, friendly, informal, easy-to-remember company name.
2. Your personal name is acceptable, but add Co., Gifts, etc.
3. Home address or post-office box makes no appreciable difference.

STARTING SUPPLIES:

1. Neatly printed letterheads and envelopes.
2. A typewriter- or the availability of one is a must.
3. Parcel post shipping labels.
4. Avoid purchasing expensive office equipment or supplies until absolutely needed.

STARTING CAPITAL REQUIRED:

1. To purchase above starting supplies.
2. To pay for two or three publication ads to test your offer.
3. Or, to pay rental for a minimum of 1,000 names for a direct mail program, plus postage costs.
4. To pay for preparation and layout of a display ad.
5. To pay for art work and type-setting of a circular.
6. To pay for additional or continuing promotions if initial results are encouraging.
7. Costs to cover promotion expenses if further testing is required.
8. Extra capital to allow for unforeseen and unexpected expenses.

THE PRODUCT:

1. Is new, unusual and, if possible, exclusively yours.
2. Is of good quality and fairly priced.
3. Fills a definite need for a wide and ready market.
4. Offers strong appeal to the prospect.
5. Is not commonly sold in retail stores.
6. Cannot be bought elsewhere or only from limited sources.
7. You can control its production or distribution.
8. Is not expensive to make or produce; can be sold year round.
9. Interests a large percentage of the market
10. Is not seasonable (except Christmas); can be sold year round
11. Lightweight; not fragile; safe and inexpensive to ship
12. Will be used up or consumed and must be reordered periodically

LOCATING A SUITABLE MAIL ORDER ITEM:

1. Look through mail order sections of magazines to check what types of products successful mail order dealers offer.
2. Inquire of local manufacturers and Chamber of Commerce.
3. Attend trade shows with gift, jewelry, household themes, etc.
4. Contact appropriate manufacturers listed in Thomas Register, available at Public Libraries.
5. Watch for new product listings in trade journals and magazines.
6. Check out close-outs, surplus and overstock offers.
7. Contact mail order supply sources.
8. Design, develop, manufacture or publish your own product.

THE LINE:

1. Develop or acquire other items to tie in with your main product.
2. Present follow-up offers to customers and prospects.
3. Promote succession or products appealing to the same trade.
4. Sell such services as personalization, consultation, etc., if such services are adaptable to your line..

THE ADVERTISING COPY:

1. Use attention-getting, bold headline copy in ads.
2. Illustrate the product if space permits; explain how it is used.
3. Write copy in brief, bouncy, down-to-earth style
4. Avoid any overly-clever, tricky phrases or expressions.
5. Be sincere; don’t exaggerate.
6. Describe the product clearly and fully.
7. Stress the YOU approach; tell how the offer will benefit him.
8. Avoid over talking about yourself or your company.
9. Strive for conviction and sincerity--be believable
10. Instill confidence; make the prospect feel you are honest.
11. Stir him or her into action to order your product.
12. Give specific directions for ordering.
13. Provide a guarantee of satisfaction or money back.
14. Tailor the ad/literature to fit the prospect you want to reach.

TESTING YOUR OFFER:

1. If capital permits, test more than one magazine.
2. Test more than one ad, each in a different publication.
3. Try split runs if the magazine offers regional or sectional issues.
4. Continue a successful ad without change until its pull drops to break-even point.
5. Don’t rush to change at a time: size of ad--copy--different appeal--new headline--another illustration--new price.
6. Use short testimonials if space permits.
7. Offer a bonus--something free or at reduced price.
8. Key each ad or mailing to determine where results were derived.
9. Keep accurate records of returns from each promotion.

SALES LITERATURE:

1. Usually consists of sales letter, descriptive circular or folder, order form, return envelope (Some offers may be effectively sold by only a sales letter)
2. You must create an effective sales letter

ATTENTION, INTEREST, DESIRE, ACTION (AIDA):

1. The circular should fully illustrate or describe the product. It must provide more detailed information about the product--its uses, benefits, advantages and other special appeals.
2. Return envelope is an essential part of sales literature to make it convenient for the customer to mail the order.
3. Mailing sales offers by first-class mail vs. third-class mail usually shows no appreciable difference in results.
4. Mailing envelope can feature an attractive design or teaser message to induce the recipient to open and read the offer.

THE PRODUCT SUPPLIER:

1. Develop or produce your own mail order item, if possible.
2. Try to arrange exclusive mail-order rights with the supplier.
3. Establish supply sources close to home to save delivery time and shipping cost.
4. Seek lowest price if item is offered by two or more suppliers.
5. Order larger quantities, if you can afford such purchases, to get lower or greater discounts.
6. Assure that supplier is reliable and will provide the merchandise you plan to promote; that he will ship orders promptly.
7. Consider only products which allow an adequate profit margin (at least a 3 to 1 profit mark-up on lower-priced items).
8. Consider a supplier who is willing to drop-ship your orders directly to your customers--seek at least a 50% discount.

THE SELLING PRICE:

1. Price merchandise fairly; give customers their money’s worth.
2. Include postage or shipping costs in selling price.
3. Use round number ($3.00, $5.00, etc) for lower-priced items to make it convenient for customers to remit payment.
4. Allow for all costs in marking up prices--postage, overhead, packing, allowances for non-deliveries, refunds, and bad checks.
5. Be certain to allow yourself an adequate mark-up to assure profit.
6. Test different prices to determine which selling price brings in the greatest amount of profit.

ADVERTISING:

1. Don’t attempt to start unless you can afford at least two or three ads; or pay for a direct mailing to at least 1,000 names.
2. Plan to advertise consistently
3. Use ad space relative to sale price, i.e., use small-size ads for low priced items and larger ads for more expensive items
4. Items priced over $3.00 usually do not sell as profitably through classified ads
5. In space ads, offer products in the $3.00 to $10.00 price range.
6. It is usually better to advertise for inquiries if an item sells for $10.00 or more.
7. Two small ads will generally produce more business than one ad twice as large.
8. Keep repeating ads as long as they continue to be profitable.
9. Don’t waste unnecessary space; advertising is expensive.
10. Don’t expect to make a killing from one ad or mailing. Consistent advertising is the key to mail order success.

THE MEDIA:

1. Newspapers with mail-order sections bring quick returns and are acceptable for initial tests. Results are not usually as good as from magazine ads for long range pull.
2. Use only publications with the type of readership who will react favorably to your type of product or offer.
3. Unsold inquirers should be followed up with special inducements or with new offers.
4. Rent names only from reliable brokers or mail order sources.
5. Use only lists of people who are logical prospects for your offer.
6. Compile mailing list from your own inquirers and customers.
7. Offer your names to list brokers; this is a good source for extra income.
8. Advertise in publications which feature large mail order sections; place ads in the same issues or sections that your competitors advertise.

THE ADVERTISING AGENCY:

1. Select an advertising agency experienced in mail order.
2. Check their credentials; current account; successful promotions.
3. Don’t use agencies which represent direct competitors.
4. Expect to pay in advance for ad placements and other services until credit terms are established.
5. Advertising agencies are not infallible. Forgive an honest mistake. Give the agency at least a second chance.
6. Expect to pay for preparation of display ads, copy layout, and other services authorized. Classified ad copy will be prepared without any cost to you.
7. Extend full cooperation; go along with their recommendations.
8. If your advertising budget is substantial, consider setting up your own advertising agency--thereby saving 15% commission, plus a 2% discount in many instances.

SHIPMENTS:

1. Fill and ship orders promptly. Mail order buyers get edgy with delays.
2. Use plain but sturdy packing to ship orders.
3. Ship via parcel post or U.P.S., whichever is cheaper.
4. Use neatly printed shipping labels.
5. Address labels with typewriter; not by hand unless indelible ink is used and address is printed.
6. Specify Return Guaranteed on labels or package.

TERMS OF PAYMENT:

1. Accept personal checks; very few bounce.
2. Avoid C.O.D.’s unless you receive sufficient down payment to assure you have collected enough to cover the costs of the return, plus costs of handling and repackaging the merchandise.
3. Don’t offer to sell on credit or time payments unless item is high-priced and you can afford to carry credit accounts.

THE CUSTOMER:

1. Consider the customer your greatest asset. Acknowledge that he is always right; even when he isn’t.
2. Handle complaints promptly; write courteous explanations.
3. Offer replacement if product is broken or damaged.
4. Issue immediate refunds; adjust overpayments promptly.
5. Promote new or other products to your customer list. No other class of prospect will be as responsive.
6. Work your customer list until it no longer proves to be profitable.

YOU:

1. You, mainly, control the destiny of your mail order business.
2. Be energetic; devote as much time as you can spare to advance.
3. Be determined to make your mail order business a huge success.
4. Learn as much as you can about mail order techniques.
5. Be original; exclusive.
6. Don’t copy just anyone; copy only successful methods and techniques; always strive to improve on them.
7. Keep searching diligently for new, exclusive products.
8. Don’t become disappointed by a slow start, or discouraged by a failure or two along the the way.
9. Always perform professionally; an amateur does not get paid for his services.
10. Build your own financial pyramid; reinvest profits into productive programs that may mushroom your profits steadily.
11. Avoid being an easy mark for get-rich-quick schemes; start and operate your business on sound principles.
12. Refer to this handy check list periodically--remind yourself to follow only accepted guide-lines that control the safe operation of a mail order business.

BEST OF SUCCESS!