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May 13, 2003
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MY IBIZ WEEKLY........Vol.5, Issue 4.........May 13, 2003
Editor : Donesia Muhammad
Copyright (c) 2003 KDM Publishing
A Free Newsletter Brought To You By http://EzineAdHelper.com
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Table Of Contents
===============================================================
1. Editors' Notes
2. Subscriber Discounts
3. "Would You Like An Ebook With That?" What McDonald's Can Teach
Us About Internet Marketing -- You'll Be Surprised! by Scott M.
Britner
4. Weave Well: Writing Tips for the Web By Virginia Rounding
5. An eBook Publisher's Dilemma: Should I Use PDF or Exe
Format? by Michael Southon
6. Need Quality Ezines to Subscribe To?
7. List Maintenance and Ad Rates for My IBiz Weekly
8. Contact Information
===============================================================
Welcome From Your Publisher...
===============================================================
Hello and welcome to another edition of MIBW. I took a break from
the ebook series this week to show you two great articles to help
your ebook gain its maximum potential.
There are so many aspects to ebook publishing, it can go on
forever as there are tons of ezines dedicated to this topic. But
once I read these articles, I knew it would help you to succeed.
I want to let you know of the current ad special going on for MY
IBiz Weekly.
Normally when you purchase:
1 Solo Ad, 2 Top Sponsor Ads, and 2 Spotlight Ads for My IBiz
Weekly, it would cost you $36.00
But for this week only, you can grab the same package for only
$27.00
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Now my first available date for a solo ad is June 3rd, so act
quickly. Ad space fills up very quickly so order today
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PUBLICATION DATE CHANGES
The week of June 1st will be the last weekly publication date for
MIBW. Afterwards, I am changing to a bi-monthly schedule.
Hopefully I should be back to HTML by then and pretty soon
myibizweekly.com will be up and running.
I love this ezine. I have loved it ever since the first day I
started publishing, but it is also very time consuming, and I
need to finish up a lot of projects that I have started. Plus I
plan to go back to school so I have to get things organized.
So as of now I am not sure if I will publish two issues every two
weeks or just one issue every two weeks. I will let you know of
that. Solo ads will also reduce to 3 times a week as well.
The Ebook series isn't finished by the way, I just took a break.
There is still a lot to cover. I am gathering my pages now for my
ebook as well. I definitely want to create a free ebook for my
visitors as well as a paid ebook for the summertime. Time will
tell..........
That's about it for now. Thanks again everyone for all your
lovely comments and feedback.
Have a great Tuesday
Best Regards,
Donesia Muhammad
Publisher, My IBiz Weekly
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"Would You Like An Ebook With That?" What McDonald's Can Teach Us
About Internet Marketing -- You'll Be Surprised!
===============================================================
by Scott M. Britner
http://www.headlinecreatorpro.com
In a class I just attended called "Creativity and Innovation", we
discussed the many types of ways to brainstorm ideas.
One of the ways of brainstorming ideas is to put yourself into
another industry than the one you are currently in and think
about your question from their standpoint.
So let's do this brainstorming activity with the burning question
on most of your minds, "How do I make more sales?" and let's use
McDonald's as our viewpoint.
What does McDonald's do to attract customers, keep customers and
make additional back-end sales?
1 Fast Service
Some would disagree with this but in all honesty McDonald's does
create and deliver to you a hamburger faster than at a sit down
restaurant. Is your service faster than your competition? Do they
offer downloads and you still only offer
products via CD-ROM?
2 Same look and feel
All of the McDonald's staff get trained the exact same way, dress
the exact same way and the restaurants look the exact same way.
The layout might be slightly different but you can walk into any
McDonald's anywhere in the world and know you are in McDonald's
just by looking around.
If your potential customers go from one of your webpages to the
next do they know they are still on your site or do they start
questioning where they are?
Trust is hard enough to earn on the internet by default. Don't
make it harder for your customers to trust you because you are
not presenting them with a consistent look and feel. Don't let
your customers question whether you are as flighty as
a person just throwing sales pages on the internet.
3 Kids' play area/Newspapers
McDonald's uses things like newspapers and children's play areas
to keep people in their restaurant longer. Have you ever tried to
get a 4-year-old out of those tubes?
What does this have to do with profits? Simple. The longer you
stick around the more likely you are to buy something else. The
person who sits and reads the paper for 30 minutes is more
likely to go get another breakfast biscuit. The mother who lets
her children play for 30 minutes is more likely to buy another
order of fries or an apple pie.
What do you have on your site that keeps the customer (or for
that matter brings them back). That same paper brings the elderly
widower back each morning bright and early. The play
area brings parents back because it's the only inside play area
for their kids on a rainy day. If it doesn't make sense to have
free content, polls or other items on your site (because it's a
sales page designed for 1 purpose only - to get
sales) then are you capturing email addresses so you can bring
the customer back?
4 "Do you want fries with that?" or "Would you like to Super-Size
that order? (Up selling)
Haven't we all laughed at one time or another at all the jokes
that have been made about "Do you want fries with that?" Of
course we have.
But what an incredible marketing strategy. In fact, that simple
question was being asked by employees at McDonald's LONG before
anyone thought of the concept of "upselling" customers in many
other industries.
That's right - it's the classic "upsell" technique. When you sell
your customer a product, do you offer them the chance to add
something to their order before checking out. I'm not talking
about a shopping cart where they can browse and pick
out another item.
I mean between the "buy now" action and the "thanks for your
order" do you specifically offer the customer another item that
fits with the first product they just purchased?
For example, the customer buys a Low Fat recipes ebook. Once they
click the Buy button, they should be presented with a page that
shows their current purchase with an offer to add a
product like a weight management membership site or a Tae-Bo
workout product.
You know they are a willing customer, what else can you upsell
them?
5 The $1 value menu
A new solution that has recently been implemented is the $1 Value
Menu. First of all the word Value is certainly a Hypnotic word.
It gives you the impression that everything on that list if
valuable.
Also the use of $1 is a "direct sales" type advertisement. How
can you not want to buy something for $1? Well, guess what? A lot
of $1 orders can really add up to a nice hefty profit. I
know I ordered our entire meal off the $1 menu during one trip
and the total still came to $13 (you figure drink, fries and a
burger for 4 people = 12 items).
Many marketers are giving away products just to capture email
addresses. That's a great plan because the money is certainly in
the list. However, I wonder how many of them have
tested setting up a $1 value menu, of sorts, where customers can
choose any of their items for only $1?
I have a feeling that many of the people grabbing free downloads
would easily pick up a minimum of 1 - 3 items off the list. The
others you could simply offer a pop-up after the fact to offer
them a freebie. Don't believe this will work? Take a look at how
profitable the "Dollar" Stores are.
There are at least three different franchise version of that
concept!
6 Branding (the golden arches) What's in a name? Everything!
Branding, Branding, Branding.
You need to create a brand for yourself. Something that appears
on all of your pages on all of your products, etc. People need to
begin associating you with that graphic or tag line.
What if Bill Gates was to leave Microsoft? Wouldn't the majority
of people still associate Bill Gates with Microsoft. He IS
Microsoft. Become your company.
Disclaimer: Only do this if you are offering value and quality to
the market place. The last thing you want is your name associated
with poor quality and terrible service.
7 Teaming up with Entertainment or
other Businesses
We call them Joint Ventures in the internet
marketing world.
McDonald's has teamed up with Wal-Mart and movie theaters and the
entertainment industry. I'm not talking about advertising - I
mean partnering.
Wal-Mart let's McDonald's set up a small version of their
restaurant in the back of the store for the Wal-Mart customers to
get something to eat. McDonald's and Wal-Mart both win with more
profits.
Look outside the normal scope. See if there are possible Joint
Venture opportunities in other fields that are yet untapped. Look
outside your immediate niche and see if your product or
service overlaps or touches another niche. And go for it!
8 Special promotions (2 apple pies for a $1)
The person who was teaching our Creativity and Innovation class
commented that one morning when her husband went to McDonald's to
get breakfast, he came back with 4 apple pies in
addition to the normal breakfast items.
She said I was shocked and just had to ask, "Why did you get
apple pies for breakfast?" His response, "The lady asked if I
wanted 2 apple pies for a $1 and I couldn't resist - I bought 4."
Cross-selling! Are apple pies a traditional breakfast food? (I
said traditional...) Of course not. But when cross selling your
products - always test everything. You never know what
the customer is willing to buy and when unless
you ask.
9 Happy Meals with toys
McDonald's does a wonderful job of "repackaging" to take
advantage of different price levels. You can get hamburgers on
the $1 Value Menu. You can get hamburgers in the $2
price range and, yes, you can even get burgers in Happy Meals
that include toys.
What's the difference? Hardly anything. The patties are the same
in many cases. The more expensive burgers have 2 patties instead
of one. Some have all the fixings and others are just
plain - and some even come with toys.
It's the art of repackaging at its best. If McDonald's just had a
one-price burger on its menu that you could buy, what do you
think their profits would look like?
What are you doing to repackage and resell your products. It's
not just a matter of taking an older or outdated product and
packaging it with others to produced a "set". It may mean having
a Gold, Silver and Bronze version of the product you are
currently offering.
I'm sure some of you didn't think we could find more than one or
two things McDonald's did that would even remotely pertain to
those in internet marketing. If we can do this with McDonald's
and come up with this many ideas, try other companies and other
industries.
Brainstorm, come up with new ideas. There is a proven set of
guidelines you must follow to be successful on the internet. The
basic function does not change - but how you accomplish it
does. The ones who will survive the next evolution of internet
marketing success will be those who proactively adapt new
innovations to the old proven techniques.
Scott M. Britner is the creator of the extremely
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===============================================================
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WEAVE WELL: Writing Tips For The Web
And A Final Word On Apostrophes... (More Revision)
===============================================================
By Virginia Rounding
Following on from the previous two articles, I now want to
revisit another common difficulty with the apostrophe -
that is, the difference between "it's" and "its" and when
each of these should be used.
The difficulty is that "its" is the exception to the usual
rule as, although it means "belonging to it", no apostrophe
is used. This is in order to distinguish it from "it's",
meaning "it is".
It's raining! - RIGHT
My computer won't work - I've thrown it's keyboard out of
the window! - WRONG
"It's" always means "it is". So you should never put an
apostrophe in "its" when it means "belonging to it" or "of
it" - as in "its benefits", "its cost", "its downside" (or
"its keyboard").
The trick is to read what you've written out loud - but
without abbreviations. You wouldn't say "I've thrown it is
keyboard", so then you also wouldn't write "I've thrown
it's keyboard" - would you?
One final word about apostrophes. I wrote in last week's
article about where the apostrophe comes when more than one
person or thing is doing the belonging - as in "my sons'
girlfriends" or "the members' exclusive offers". The only
time the apostrophe doesn't come after the "s" in such
cases is where the plural of the word doesn't end in "s".
For example, with words like "children" and "people" (the
plurals of "child" and "person"), the apostrophe comes
before the "s". Examples would be "the children's toys" or
"the people's rights".
I do hope you are not more confused now than you were when
we started on all this apostrophe business!
One thing I've noticed today (Sunday, 11th May) - which I
*think* must be a mistake, but being a Brit I do wonder -
are the references to "Mother's Day". Surely you Americans
(and South Africans? - and I don't know who else) are not
celebrating only one Mother, and it should be Mothers' Day?
Over here we stick with the church celebration of
"Mothering Sunday" being on the fourth Sunday in Lent, so
we don't have this particular apostrophe problem.
Virginia Rounding
http://www.virginiarounding.com
A writer's site, for writers
(I've recently added links to some good value fashion sites -
well, writers do need underwear, don't they?)
To receive regular news of current poetry competitions,
with details of how to enter, amounts of prize money
offered and entry fees, as well as information about the
judges, links to their work etc, subscribe to Virginia's
newsletter, Poetry Competition Updates, at
http://www.virginiarounding.com/links.html.
If you are interested in reprinting any of Virginia's Weave Well
for The Web column, please contact here first to request
permission
mailto:webmaster@virginiarounding.com?subject=reprintingcolumn
===============================================================
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An eBook Publisher's Dilemma: Should I Use PDF or Exe Format?
===============================================================
by Michael Southon
If you write and publish eBooks, sooner or later you
will probably be faced with a dilemma - should you
create your eBooks as .exe files or .pdf files?
PDF, which stands for Portable Document Format, is the
file extension for files created with Adobe Acrobat.
Exe, which stands for 'executable', is the extension
for files created by eBook compilers.
PDF is widely considered to be the 'industry standard'
for eBook publishing, and for good reason. Here are
some of the advantages of PDF files over exe files:
(1) With most eBook compilers you have to set up each
page of your eBook as a separate web page. With Adobe
Acrobat you can use a single MS Word file as the
source document.
(2) PDF files automatically number each page - exe
files don't.
(3) PDF files are very easy to edit - you can insert
pages, replace pages and delete pages (and the page
numbering is automatically adjusted).
(4) Printing from a PDF file is much easier than
printing from an .exe file.
(5) The 'bookmark' column on the left side of a PDF
file makes navigation very easy - much easier than in
an exe file.
(6) PDF files compress better than exe files, so you
end up with a smaller, more manageable file.
(7) It's virtually impossible to transmit a virus
through a PDF file - exe files are susceptible to
virus transmission and can become corrupted during
download.
(8) Finally, by using PDF you automatically expand
your potential market because PDF files can be read on
both a PC and a Mac (exe files can only be read on a
PC). Over 8 percent of the online population in the
U.S. are currently Mac users
(www.nielsen-netratings.com ) - not a huge increase in
your market, but nevertheless significant.
But exe files do have some advantages over PDF files,
and perhaps the most important of these is price -
most eBook compilers are a fraction of the cost of
Adobe Acrobat.
Another advantage of exe files over PDF is the
rebranding feature. The following eBook compilers all
have a built-in rebranding function:
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http://www.ebookgenerator.com/
http://www.ebookedit.com/
http://www.ebookpaper.com/
If you use free eBooks as a viral marketing tool,
rebranding is the key to success, because people are
much more likely to promote your free eBook if they
can customize it with their own affiliate links.
(c) 2002 by Michael Southon
Michael Southon has been writing for the Internet for over
3 years. He has shown hundreds of webmasters how to use
this simple technique to get massive free publicity and
dramatically increase traffic and sales. Click here to find
out more: http://www.ezine-writer.com
===============================================================
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