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october 2012




















THE STATE OF THE INTERNET In this section of Internet Marketing Magazine we cover the low down on what are the big plays that have happened online recently and how they affect you. iPhone 5 Thinner and Faster The latest shot across the bow in the mobile wars is Apple releasing their highly anticipated iPhone 5. The launch was similar to previous iPhone releases with fans lining up in the streets to get their hands on the new device.

may not be worth lining up in the rain for. Sorry About Our Maps In it’s latest IOS update Apple replaced Google Maps with its own new Apple Maps. Testing this feature on a recent trip the Internet Marketing Magazine team quickly ditched the Apple Maps application and switched back to Google Maps via the browser on our iPhone.

a smartphone, and one-third use their mobile devices to view news stories and video clips at least once a week. That’s according to a survey by the Pew Research Centre’s Project for Excellence in Journalism, which polled more than 9,500 adults from late June to early August.

Devices based on Google Inc.’s Android platform are gaining momentum. Pew found that just over Early releases of new mapping half of tablet owners reported products are never that great and owning Apple’s iPad, compared as a result Tim Cook, Apple’s CEO with 81 per cent a year ago. made a public announcement this month that the product fell short Forty-eight per cent now own an of their expectations. Android-based device, including Inc.’s Kindle Fire.

The new iPhone 5 is 18% thinner and 20% lighter than the previous version (iPhone 4S). In a move unique to apple they have made the device 9mm longer but not any wider so that it can easily still Mr Cook suggested customers use be held in one hand and driven competitors’ maps software inwith the use of the thumb. cluding the Web version from rival Google until Apple could improve Whilst everything is consistently its own mapping software. He more ‘wow’ than previous re- didn’t say when or how that would leases one area where Apple still take place. needs work seems to be the battery life. Apple is claiming that the new battery can last for 8 hours of Half of US Own Tablet or Smarttalk time. That may be acceptable phone when the battery is new but once the product is a year or two old Half of all adult Americans now and the battery has degraded it own either a tablet computer or


internet marketing magazine october 2012

The Internet Marketing Magazine team road tested the Kindle Fire in the last month and found it to be a disappointing user experience compared to the iPad as a tablet device. We believe the best way to look at the Kindle Fire is as a Kindle that also has a web browser. Kindle users who also have Amazon Prime accounts may have a different experience to our testing. Amazon Prime is an annual membership program that offers customers unlimited Free Two-Day Shipping on millions of items, instant streaming of thousands of movies and TV shows and access to borrow a Kindle book every month, including New York Times

Bestsellers, with no due dates. This service costs just $79 a year. In a very clever marketing move from Amazon US customers who purchase a Kindle Fire are now given a free month of Amazon Prime.

Facebook Release Ads in Search

Sponsored Google Overtakes the Value of Microsoft

Facebook has begun launching its Sponsored Results Search Typeahead ad unit it in the last few weeks, although it seems to be only in limited countries initially.

Google Webmaster Tools now It lets marketers target users More Pro-active searching for specific apps, Pages, and Places and insert a link Google’s Webmaster Tools is a into the type-ahead results that very valuable insight into the points to their own app, Page, way that Google views and crawls custom Page tab, or post. Busiyour site. Until recently it’s been nesses cannot direct users offup to the Webmaster to check site with the ads yet, though they Webmaster tools to see if any can appear above the top organic status changes have occurred. result making them powerful for Google have now changed their diverting traffic from competistance on this and will pro-ac- tors. tively email webmasters with notifications when their sites status changes. The Internet Marketing Magazine team believe this is as a result of the rise in volume of Malware on the web. Below is part of the statement Google sent to all Google Webmaster tools customers in the last month. “To keep you informed about your site’s status Webmaster Tools will now automatically send you a notification email if there are critical or important issues that we detect with your site.

Sky news reported earlier this month that Google has surpassed the market capitalisation of Microsoft for the first time. This illustrates the transition to a webcentric technology world from one dominated by personal computers.

A recent rise in Google shares meant the company was valued at $US249.5 billion, while a slight fall in Microsoft stock gave the PC software maker a market capitalisation of $US247.8 billion. Google was founded in 1998 after graduate computer science students Larry Page and Sergey Brin developed a new way of searching the internet.

Microsoft was founded by Bill Currently Zynga (shown above) Gates and Paul Allen in 1975 and are running Spon- just as personal computers were sored Results. The ad units could starting to become widespread allow Facebook to begin challeng- and became the world’s largest ing Google for search ad dollars. software maker after developing We’ll only send you email for is- The one thing that appears to be the dominant DOS and Windows sues that we think have signifi- missing initially is Ad Relevancy, Operating Systems for PCs. cant impact on your site’s health because as shown in the examor search performance which ple above ‘Texas HoldEm Poker’ Both companies still trail behind have clear actions that you can could be argued as being not rel- Apple, which has built a value of take to address. For example, evant to ‘Marvel’. This may have over $US630 billion, largely based we’ll email you if we detect mal- a negative effect of making the on the amazing success of its ware on your site or see a sig- Facebook searches feel less accu- iPhone and iPad mobile devices. nificant increase in errors while rate to its user-base. crawling your site.”

internet marketing magazine october 2012


From the Desk of the Editor Last month was an excellent month for Internet Marketing Magazine with strong growth figures and also the Leon Jay expert interview generating some real interest from those marketers in the software business space.

Important: We’re working on building the number of reviews we have on the Apple platforms so as to keep dominant rankings in the search. If you are getting good value from Internet Marketing Magazine I’d really appreciate it if you could spare 1 minute of your time and click this link to give us a quick honest review (click ‘view in iTunes’ then scroll down and click ‘write a review’, thanks :).

This month’s expert audio interview with Yaro Starak is now available in the members area. Yaro provides amazing insight into his blogging business methodology and how he has leveraged that to creUntil next time… Wishing you the best of success ate amazing work/life balance. online Existing members will have already received a notification email with a link to the audio download. If you are not already a member please feel free to join the thousands who already are and register for it today at Greg Cassar become-member/


Internet Marketing Strategist & Editor – Internet Marketing Magazine


internet marketing magazine october 2012

internet marketing magazine october 2012




LIFESTYLE DESIGN WITH BLOGGING An Interview by Internet Marketing Strategist Greg Cassar Yaro Starak is a professional blogger and serial Internet Marketer. Yaro is one of the few marketers online who really walks his talk when it comes to lifestyle creation and living the true ‘4 hour type workweek’. Greg: Yaro, you are one of the few guys I know who have gone from a student to a full time Internet marketer without a traditional day job. Can you explain a bit about how you turned your hobby into an income online at such an early age? Yaro: When you say it like that it sounds like it happened overnight, but it definitely didn’t. I was at university and I got my first Internet account from my university. That was back in the dial-up days in the late 90s, and that’s when I fell in love with the Internet to begin with. Prior to that I really wasn’t really a computer user. I read websites and newsgroups; I was interested in hobbies at the time. I was reading about tennis and a card game I was playing called “Magic the Gathering” and just taping into what was going on with the Internet.

about having a website really started this whole process off for me. I wanted to have a better website. I wanted to have a domain name eventually. I wanted to be able to make my website look better, so I bought myself a textbook so I could learn how to do HTML. Then that lead to having a better website and then learning what it takes to grow a website, get traffic to the website, get volunteer writers as well – that’s how I had some of the content for that site. They’d write reviews and reports from tournaments they would go to playing this card game. Really that was my stepping-stone to everything I did going forward. I learned about Internet Marketing 101, bearing in mind this was prior to Google, or Facebook or just anything that’s going on today - it was really quite the Wild West sort of era. I did make about 500 dollars a month from that first website - eventually. It certainly wasn’t overnight. It took me about two years to get to that point. I then used that as a springboard to launch other websites and Internet businesses after graduation and managed to avoid having that full-time job. So it’s really just a case of maybe a little bit of timing, being in the right place at the right time, also having a passion for the Internet, and more important than anything else not wanting a full-time job. I was really adamant about not having to go somewhere from 9 to 5 on someone else’s dime. So it worked out.

I eventually got to the point where I wanted to Greg: Your ‘Flagship online entity’ is the Entrehave my own website and I experimented with blog. How did that come a few free tools; used that to start a card game about? website to begin with. I guess my natural curiosity


internet marketing magazine october 2012

Yaro: The Magic website was fun for three to five years. Eventually I stopped playing the game myself, but I still ran the site; enjoyed that and it was the dot. com boom era, so I was looking to get to something with potentially a bigger up-side. Magic just isn’t a large market in Australia, so I was never going to get rich off of it and I was losing interest in the game. So, I looked at quite a few options. I brought friends together. We had meetings. We were seeing all these stupid stories coming

from the United States, like the etc. Then there were good stories like eBay, actual businesses that had real revenue models making big money, and I wanted to get in. I started lots of websites I could tell you a bunch that didn’t work out, but the one that did eventually work was a proof reading business called I wanted to offer editing proof reading primarily for international students in Australia. We have a lot of them. I’d done a few group assignments with them in my own

studies in my under graduate degree and their English was terrible, so I knew they really could benefit from this service. They usually had disposable income for that; anything to help them get better grades was something they’re willing to spend money on. I grew it to the point where I was living a sort of a two-hour workday scenario. I was making a full time income having a team of editors, editing and proof reading the papers, while I was forwarding emails and doing search engine

internet marketing magazine october 2012


optimization to get more traffic to the website, as well as going to university campuses and putting up posters to promote the service. And that was my life for quite a number of years at that time.

about that subject. So, I started writing about running the proof reading business, instead of using it as a tool to market the proof reading business. So it was more blogging and style. I was talking about the day-to-day operations and then I realized that what I reAnd it was in 2004, a couple of ally wanted to do was talk about years after graduation that I was that sort of thing – what it means told by a friend that this thing to be an entrepreneur, what it called a blog was popular, it was means to run the website in an gaining popularity and also really online business, as well as some good for search engine optimiza- of the experiences that I had had tion. prior to that running offline businesses too. The best way to learn, in my opinion, is to do it, so that’s I bought a domain name. It was what I did. I installed a blog on meant to be a hobby, so I wasn’t my proof reading business and I really thinking too much about attempted to write about proof how good the domain was. I reading, which failed miserably, bought entrepreneurs-journey. because it’s a very boring subject com. It’s a good brand, but it’s that I personally wasn’t interest- a shocker of a domain name to ed in. I was running a business spell. about proof reading, but I didn’t care about writing about gram- Greg: I did similar things. Back mar and spelling and things like then Google really wanted that that – not my strong point. stuff with the hyphen. That helped from an SEO point of view. It’s not as relevant any more. Yaro: So I started the blog as purely a hobby and eight years later now I’m still doing that. I sold the proof reading business. I sold the card game website. I’ve sold every under project I had at the time and became a professional blogger, and then a professional teacher as well with having courses and membership sites and products that I’ve sold and doing email marketing and just building a really substantial information publishing business backed up by that brand. It was difficult to get people to come and visit the site anyway


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you monetize a blog? I know you have multiple monetization strategies in that space. Can you please clarify for the Internet Marketing Magazine Community? Yaro: By the time I’d built my audience and my blog up to about a thousand subscribers – somewhere between one thousand and three thousand were coming to my blog after about 18 months of blogging. So it wasn’t quick, but I built up an audience and I started thinking about my blog less as a hobby, and more potentially as an income stream at this stage. I did some direct ad sales to sponsors - paying me 50 to 100 dollars per month to put a banner on my website. People would go to that page, see how much traffic I got, what advertising packages were available, send me some money through PayPal and I’d put their banner up for a month, or however long they wanted to run it for. That worked better. I started to get 50, 100, 200 – even up to 300, 400 dollars from that during the first couple of years, which started to get better, certainly a consistent income stream. So that’s been very consistent and it’s always been always there for seven years. The next thing I wanted to try was, what’s called affiliate marketing. You get a special link that’s got your tracking ID in it, and if a person reads the article, or whatever it is you publish and clicks that link and then makes a purchase, you get a commission. In my industry commissions are usually about 50 percent.

Greg: The most common question about blogging is - how do I was a student of Perry Marshall

at the time. He had a very, and still has a very well known eBook called, “Definitive Guide to Google AdWords” and it really was a leading book on that subject at the time. And he had a special package that you could recommend to your audience through affiliate marketing, where you could buy the eBook and get some CDs for about 50 bucks – and I’d get 25 of it, or something like that. So I wrote a review and recommended it and I made no sales for the first couple of days. I was really bummed out about that, but then a few days later I got my first sale, and a few more trickled in. I may have made maybe five or six sales, so a couple of hundred dollars commissions there as an affiliate, which opened my eyes to a potentially another income stream, especially over time as I grew my traffic.

You can do paid advertising. Buy some traffic from Pay Per Click, Facebook or you can find niche websites to buy ads from – that’s if you’ve got a budget. The best methods today are, being innovative with your content creation. So, the people I see succeed are very prolific and very consistent with multimedia tools, such as publishing videos on a regular basis with YouTube - which all go back to your blog & running a regular podcast - which goes back to your blog.

What I’ve found for me is that worked early on was doing interviews on podcast. I really enjoyed that and it was a great traffic source too because the people I interviewed – not all of them, but some of them would share the interview with their auAnd those two were the main sources of income for dience, which would get people back to my site. me for a while – affiliate marketing and advertising. I’ve interviewed some people through my blog and I didn’t move on to what you’d call Stage 3, which that’s instantly grown their audience by 700 peois having your own product, for a number of years. ple, just from that one interview. So get yourself interviewed as well if you’re just starting up. Because of what was going on in the Internet Marketing industry, thanks to the product launch formula, I decided that I’m going to do a launch of a membership program on subscription. It took me a couple of months or so of work, but once I got out the door I had 400 paying members and an extra ten thousand dollars a month in recurring income. So advertising, affiliate marketing and selling your own products and services - Those are the most common formats for monetizing a blog. Greg: One of the biggest issues new bloggers and marketers come across is how to get attention and how to get traffic on what is an ever more diverse Internet Eco system. Do you have key strategies that you recommend for getting attention and traffic to your sites? Yaro: There are things I did during the early days with my blog and they work OK. Nowadays they’re not going to grow your traffic really quickly, but you do it often enough for long enough, they do work. That’s just simple things like leaving comments on other blogs; participating in online forums, and in a forum you can have a signature, which is the link back to your own blogs - you spend enough time in a forum and build a profile there and people will start looking at your website as well. internet marketing magazine october 2012


The real trick I believe to getting exposure is just to do things that are interesting and then finding places to tell people about what you’re doing. A lot of the problems people struggle with, with traffic is the fact that their content sucks to begin with. They’re just not being innovative, not doing things that are interesting. If you’ve got a story about how you made a million dollars in one weekend – that’s really interesting. People are more likely to want to know about that. But if you’re just writing about how you made ten dollars selling one eBook, a lot of people do that - so, it’s not as exciting. So, it’s all about doing something unique, but it doesn’t always have to be about money.

you’re basically just selling someone three payments, so it’s not really that continuous a continuity income stream in that regard, you still have to keep bringing in new people. In my own experience I launched with the very first offer of what you might call, an open-ended program. I knew I wouldn’t do it forever, but I didn’t tell my audience when it would end. I was thinking about 12 months. I had a massive drop off, so my attrition was quite large and I obviously was looking for ways to solve that problem.

Later I wanted to test the theory that if I make it a course and have a specific end date, then I Greg: You mentioned before could push them to the compleabout you moved into the prod- tion of the course. So, I changed uct space. I know you had some my 12 month plan to a 6 month good success with membership course and doubled the price for sites. Have you found the mi- the second lot. So I was originally cro-continuity model to convert at $47 a month, I changed it to better than open-ended sub- $97 a month, which meant I bascriptions? And what are your sically could sell people in and thoughts on the recipe of a win- it’d be like they’d be staying for ning membership site? 12 months anyway, because it was double the price. Yaro: I find it seems to depend on what you’re offering. Most people So, that worked really well. The I speak to, even if they have an attrition rate dropped significantopen-ended membership site they ly, and even when I had people have a life cycle seems to average cancel and say, “I want out” I’d between three and 12 months as tell them, “Well listen, you’ve the life cycle I keep hearing peo- only got two or three months left ple quote. before you’ll have this program complete, and you’ll have lifeGreg: What I hear across a whole time access to the material, so if bunch of different industries is you don’t stay in then you’re gothat three months is very much ing to stop at wherever you’re at the average. now and you won’t have access to a complete program”. That saved Yaro: Yes, which if you think about quite a few people from leaving. it, people rave about how it is so great to have all of this continued So I think if you’re teaching someincome, but at the end of the day thing, a shorter timeframe with an


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end date actually psychologically makes it more likely people stay in your program. I think the actual ongoing subscription services are great for software services like AWeber where you go, “I need to keep using that for my business”. So it really does depend what you’re selling, who you’re selling to and that’s how you have to decide. But as an instruction for people who are teaching a course, I would definitely make sure you tell people when the end date is. In fact, if you can even make a shorter time frame nowadays, people don’t want to spend six months going through a course – 30 days is probably more realistic, so you might just want to have a payment plan on a 30 day product. In fact that’s what I saw recently with Andy Jenkins. He had a video course which you get basically in one month - the course can be paid for with two thousand dollars up front, or you can go all the way down to $97 dollars, or $197 dollars over 12 months to pay for it. So, you get the payments over a period of time, but they get the course quickly. It’s about testing really. I don’t think there’s an answer that fits everyone.


I was really adamant about not having to go somewhere from 9 to 5 on someone else’s dime.

“ internet marketing magazine october 2012


Greg: I know you are a big advocate of the 80/20 principle and creating true leverage in your business and lifestyle. What do you think you are doing different in this space to give you time and opportunity to travel etc that others maybe are not?

So, I think the important thing is to find where you get the most leverage from your own personal motivation. Whatever it is that gives you an audience that keeps coming back, because you know you’re going to keep doing that, and then you have a platform.

Yaro: The most important thing, which is the thing I’ve done from day one is to build an asset that I’d maintain long term. My blog is that. You called it “My Flagship Website” and it’s really true. The blog is a platform. Without it everything else I’ve done afterwards would not have as much an impact. I wouldn’t be able to build my email list. I wouldn’t be able to launch courses. I wouldn’t be able to do affiliate marketing, or have an ongoing advertising income stream.

So you have to pick something. If it’s online, then you can’t get out of building some form of asset, whether it’s a mailing list, or a website. I honestly recommend you should be building an email list as a bare minimum online as a means to keep communicating. But if you do that, writing one email to your list is literally an hour a day job, so once you have a list you could have a successful profitable business on one hour a day’s worth of work – and it’s portable, you can take it anywhere you go. And it’s the same with the blog. I’ve written my blog all around the world. I’ve made money as I’ve travelled. So, it’s all about having the platform, your asset to leverage. Once that’s in place it becomes a lot easier.

I’ve always committed to writing or publishing something on this blog for the entire eight years, every single week. I know it’s there for me so I don’t have to worry about things. It doesn’t take much once it’s been built. It’s probably more than a two hour a day sort of job at the start. You really do need to put in the hard work at the beginning to build up your audience. But once you get to a certain point, you’ve got some nice search results coming in – like with my site 80% of the traffic is organic and I don’t have to do anything to keep having 50 to 100 people keep join my email list every day. And that’s because I wrote reports and I wrote heaps of articles so they get Google results and the fact people keep finding me every day, new people – and that allows me to get leverage, so my time is no longer used in that aspect.


internet marketing magazine october 2012

Greg: How can our readers and listeners find out more about your sites and your courses online? Yaro: The domain name is too hard to spell, so I tell people to Google my name, which is ‘Yaro’. Thankfully my name is unique so there is not a lot of competition out there and I’m number one ranked in Google for that. You’ll find my Entrepreneurs-Journey. com blog that way. There’s tons of great podcasts and articles from eight year’s worth of me writing about information publishing and blogging and doing launches.

Make Your Website Easy to Read & Effective on all Mobile Phones

internet marketing magazine october 2012





Here’s a prediction for you: If you don’t get Failure Gravity handled it will send you broke, make you fat, destroy your dreams, ruin your life, and ultimately kill you. Pretty harsh, right? So what is Failure Gravity, and how can you tell if you’re suffering from it? Pop quiz… Have you ever: • Bought a gym membership, gone for a week or two, then had a hard time motivating yourself to go? • Decided to eat more healthy food, then found yourself tucking into junk food a week later? • Made plans to start saving money, only to spend all of your savings on a new gadget / gizmo / holiday… • Planned to go to bed earlier, be an “early riser”, then guiltily stayed up late and slept in the next day? • Hired a life or business coach but not implemented their advice? • Tried to lose weight and not come close to the goal you set yourself? • Decided to stop smoking, and just kept puffing away? • Told yourself you’d stop spending so much time on Facebook, only to head back the very


internet marketing magazine october 2012

next time you grab your laptop or smart phone? • Bought an exercise machine from an infomercial, and have it hidden away permanently under a bed somewhere? • Bought an info-product, training program, book or dvd set, and have it sitting on a shelf somewhere gathering dust? • Gone to a seminar, then came home with a mile-long to-do list that never again saw the light of day? • Been to a networking event, collected a pile of business cards (which now live in the back of a drawer), but never called any of the people you met? I could go on for days with examples of Failure Gravity in action. And if you answered “yes” to just one of the questions above, Failure Gravity is most definitely in action in your life too. The Science and Psychology of Failure and Success In my last article Why People Fail To Make Money Online I explained how my 17 year study into the critical distinctions between people who achieve massive success and people who fail miserably lead me to discover a set of clear and consistent patterns. I refined these patterns into predictable blueprints for both Failure and Success, and created a system for making shockingly effective and efficient changes to these blueprints in 7 minutes or less, detailed in my book 7 Minute Mindset. Unlike most people who teach personal-development, I can’t stand wishy washy “self-help mumbo jumbo” and I refuse to teach it. Instead, everything I teach is based heavily on science and psychology.

During my 17 year mission to uncover The Success lose weight, save money or build an online interBlueprint, one of the most deadly patterns I found net marketing empire. is what I now call Failure Gravity – and today I’m going to explain how to eliminate it before it ruins Hysteresis you. So how does this snap-back actually happen? The Mindset “Snap-Back” Effect The concept of hysteresis is a Greek word which Have you ever noticed that sometimes you have translates to a “shortcoming”. It comes from the the intention to make some changes in your life or word hysterein, which translates as “to be late” or business but for some reason you just don’t follow “to fall short”. through? When you make a change, hysteresis takes place Perhaps you set new goals, you try to stick to your and the effects are not immediately noticeable. new routine, but before long you stop taking the There’s a time-lag between the application and actions you know you want to take and you don’t removal of the cause and its subsequent effect. end up getting the results that you want. When the results are not immediately noticeable I’ve seen it thousands of times with people from (i.e. you go to the gym for months before you see all over the world – and it doesn’t matter if you’re any muscle gain, you need to diet for weeks betrying to lose weight, or learn Google Adwords – fore you see any weight coming off, or you need the end results are always the same; failure, re- to apply consistent SEO strategies for months begret, guilt, unhappiness, and wasted time and en- fore your site gets to page one of the search energy. gines), often you don’t think that change is taking place and you snap back, just like releasing the When this happens I call it the Mindset Snap-Back stretched rubber band. In other words you end up Effect. where you started … at square one. Doctor Maxwell Maltz, author of the book Psycho Cybernetics has this to say: “We all behave according to a picture or portrait that we created about ourselves called our selfimage”. Just like a rubber band, when you stretch your self-image as far as you can beyond its normal limits it snaps back to its original size and shape when the force is released. Neither the elastic band nor your self-image can sustain the change when stretched beyond their capacities. Your new behaviours can’t be sustained when they are inconsistent with the picture you have of yourself. The limits of your self-image snaps you back to your old behaviour patterns.

Failure Gravity and Success Velocity

The reason the snap-back effect is so strong is because it’s harder to get change going than it is to sustain once it’s in place. In classical physics this principle is called inertia, which comes from the This is universally true whether you’re trying to Latin word iners (translated as idle or lazy).

internet marketing magazine october 2012


Inertia is the first law of Newtonian physics. Isaac Newton defined inertia in his Philosophiæ Naturalis Principia Mathematica, where he states: “The vis insita, or innate force of matter, is a power of resisting by which every body, as much as in it lies, endeavours to preserve its present state, whether it be of rest or of moving uniformly forward in a straight line.” How does this apply in your everyday life? Here’s a simple example: For most people, if you’ve been going to the gym for a while it is easier to keep going, but often the first few weeks are the most difficult. I call this Failure Gravity. If you don’t see immediate results, you begin to feel that you’re failing and the gravity of that pulls you back to square one. Unfortunately, this is human nature. The opposite of Failure Gravity is Success Velocity. Imagine that instead of building muscle in the gym, dieting to lose weight, or running your SEO campaign, you are piloting a space shuttle. Failure Gravity is the resistance to your effort required to achieve lift off. It is much more than what is needed once you’re in space. It pulls you back down because you don’t notice all the tiny changes taking place. You also don’t notice the effects of those changes. The hysteresis (time-lag) between making the change and getting the result causes you to feel that you’ve failed and the gravity of that failure pulls you back down to square one. So you write one blog post… SEO the hell out of it… then stop posting to your site. Or you try some Facebook ads… get burned by high CPC rates… then stop running your ad (instead of testing and measuring, and learning how to optimise your ad). In order to produce results and think at a higher level – where you can actually make more money,


internet marketing magazine october 2012

stick to your savings plan, drop a few kilos, cook for yourself instead of eating out, learn to play an instrument, or grow your internet business – you have to overcome Failure Gravity. You need to achieve lift-off and gain the momentum of Success Velocity. How do you do that? Here’s a simple, 3-step formula for eliminating Failure Gravity. 1. Speed of Implementation When you learn something new, or set a goal in your life or your business, take action immediately. Don’t stop and think about it. Put it into practice straight away. Stick with it and notice that once you begin to notice the changes, trusting that they’ve taken place, you will arrive at the point where you want to be. Then it will only take you a very small effort to stay there. And if your action has taken you away from your desired result, be prepared to make small corrections to your course instead of giving up altogether. As one of my mentors is fond of saying, “It’s easier to change direction when you have one.” As simple as it sounds, it really is that simple. The awareness and constant reminder that a change has taken place even though the results may not be immediately obvious can help you to move through that vital danger zone where most people give up.

2. Spaced Repetition You can’t build a body like Arnie with one workout. And you can’t build an online empire with one sale. No matter what your goal is; no matter what endresult you’re after… you must take consistent action – meaning you have to do the same thing over, and over again – to have any chance at success. Consistent action is so important I dedicate an entire chapter to it in the 7 Minute Mindset.

But if you answered “yes” to even one of the questions I posed at the start of this article, you most certainly have subconscious blockages sabotaging your success. They may be in the form or limiting beliefs, values conflicts, or what Freud called “parts conflicts”. Or it may be something else entirely. How long you choose to leave them there is up to you. My personal recommendation is to get rid of them as soon as humanly possible, and as fast as humanly possible (and I think 7 minutes is pretty fast!).

There you have it. Follow this simple 3-step plan, Spaced repetition kills two birds with one stone. eliminate Failure Gravity from your life and you’ll Firstly, it makes you better by reinforcing what finally be able to consistently achieve the goals you you know, what you’re learning, and what you’re set yourself in your internet business. Which is why doing. you’re reading this magazine in the first place. Secondly, it makes your results better because repetition creates a pattern, a groove, a new “path of least resistance” that allows you to be more productive, and achieve more in less time. 3. Eliminate Your Subconscious Blockages Subconscious blockages are insidious because you can’t see, hear, or touch them. You may not even know they’re there.

Nick Cownie

is Australia’s super-fast mindset change expert, author of ‘The 7 Minute Mindset’, and in-demand speaker, coach and mentor to entrepreneurs all over the planet. Nick is known for his unconventional approach to rapid mindset improvement, sales strategy and lifestyle business design. You can secure 2 FREE tickets to Nick’s 3-day live event “The Success Blueprint” on 9th to 11th November on the Gold Coast, QLD Australia by going to http://

internet marketing magazine october 2012



internet marketing magazine october 2012




Getting a lot of quality traffic is essential to your Zopim is a great live chat tool that is also very afwebsite’s success. But if people visit your website fordable (they even have a free plan). and then leave without buying anything or submitting their contact information, what’s the point? The conversion rate of a website is the percentage of visitors that perform a given action (it could be completing a purchase or filling out a contact form, for example.) These are four easy ways you can increase your conversion rate. Live Chat Selling in person isn’t that hard. You get a chance to listen to your customers and overcome their objections. But online, when people leave your site, you have no idea why. That is, unless you’re talking to them. And, live chat is the best way to do this.

internet marketing magazine october 2012


Surveys Surveys are great because you can ask for specific feedback about your website. These are my two favorite questions: 1. How likely are you to recommend XYZ to your friends? (I love this question because people only recommend products they truly like.) 2. How can we make XYZ better? (In this question you’re already implying that XYZ could be better and it forces people to think about how it could be better.)

thought that comes to mind, such as “I can’t find the sweaters on this website” and “I wonder how much shipping is.” My favorite tool for usability tests is UserTesting. A/B Testing There isn’t a better way to know for sure what works than running a test. A/B testing allows you to test different elements on your site. Here are some examples: • Offer: Does $10 off or 10% off work best? • Calls to action: “Buy Now” or “Add to Cart”? Red or blue button? • Layout: testimonials at the top or on the side? • Images: a baby smiling or a picture of your product? My favorite tool for A/B testing is Optimizely.

If you’re looking for an advanced tool to gather user feedback, check out GetSatisfaction. If you want a simpler tool for basic surveys, try SurveyMonkey. Usability Testing Usability testing is extremely powerful. This is how it works: tell someone who’s never been to your website before to complete a certain action (like “buy a red sweater for your sister”) and watch them as they do it.

Tell them that you’re not testing them; you’re testing your website to find what people can’t figure out and where they get stuck so you can fix those issues. Ask testers to say out loud every


internet marketing magazine october 2012

Zeke Camusio is a serial entrepreneur who has built and sold three successful businesses. Zeke is the author of The Internet Marketing Bible and CEO of The Outsourcing Company, an Internet marketing agency with over 300 clients (including Chevrolet, Burger King and Subaru).

internet marketing magazine october 2012



internet marketing magazine october 2012



WHEN IS THE RIGHT TIME TO SETUP AN EBAY STORE? to worry about any of these things before they’ve even established a solid sales flow on the site.

For most people, starting an eBay business is very exciting. The desire to have a successful, thriving business and make lots of money right away can be overwhelming. This makes some new sellers go a bit overboard in the beginning, trying to tackle too much too soon. As a result, many of these sellers burn out early on in the process and never succeed at all.

eBay’s official recommendation on this is that sellers should not even think about opening a store until they have at least 25 or more listings on eBay at all times, but I would venture to go a bit further. Based on my 8 1/2 years of experience working at eBay and being an eBay Powerseller, I recommend that new sellers wait until they have been selling for at least 3-6 months on eBay as well, and until they are already generating at least $500 a month in sales. At this point, you may be wondering whether or not you should ever open a Store at all. The answer to that question is a resounding “YES”, for many reasons, most importantly the following:

One of the primary ways new eBay sellers often take on too much is by opening an eBay store (or eBay shop, if you live in the UK) as soon as or soon after they start selling on eBay. This is a big mis- Benefits On eBay take and an even bigger waste of money. Opening an eBay store soon after you start selling on eBay is like trying to run before you can walk. Some new sellers get confused, thinking that having an eBay store is the equivalent of selling items on eBay, that the two are identical, when that’s completely incorrect. In other words, they think that they have to open an eBay store in order to list items for sale on eBay -- again, that’s totally inaccurate. There are many, many eBay sellers who don’t have eBay stores, and who are still very successful at selling on eBay. In fact, having a store won’t do much in and of itself to help sell your items or improve your sales. That’s not the purpose of an eBay store, nor is increased sales a normal result of opening an eBay store, unless by pure coincidence. There are many facets, features and aspects of an eBay store that justify its monthly subscription fee and which can greatly enhance your eBay business, but new eBay sellers should not be taking the time

1. You’ll have a unique, personalized and customized section of eBay just for your listings to be presented to potential buyers. 2. You’ll be able to develop your own brand, including a color scheme, theme, logo, and format for your Store, to become more memorable and recognizable to other eBay users, particularly buyers. 3. You’ll be able to have a Store header at the top of all of your item descriptions that includes links to some of your Store products/ categories/pages, your Store logo and/or color scheme, and even a search box for buyers to search all of the items in your store right from an item page for one of your listings.

internet marketing magazine october 2012


4. You’ll have access to many additional advertising and marketing tools and techniques,including the ability to create Promotional Boxes to display prominently on your main Store homepage, announcing new items, specials, sales, or featured products. 5. You’ll have an email mailing list for which eBay users can sign up and opt in to receive promotional emails, newsletters, etc. from you, all of which will include links to some of your current listings so people can essentially buy your items right from their email inboxes! 6. You’ll have several different buttons, links, icons, logos, etc. you can use to promote your store and drive attention and traffic to it. Benefits Outside eBay 1. Having an eBay Store is one of the most effective methods of obtaining exposure for your listings outside of eBay. There are many features included with an eBay Store that can provide greater prominence to your listings within the search results on Google, Yahoo and other search engine websites, and many of these don’t exist within regular eBay listings. For example, the Search Engine Keywords feature within “Manage My Store” gives you the invaluable opportunity of determining your own keywords and meta tags for Google indexing. 2. Along with that, there are certain sections of your eBay Store that are highly searchable on the internet, even more so than your Store in general, and you can optimize those aspects of your Store quite easily to improve your rankings in the search results on Google, Yahoo, and other search engines. One of the most notable of these is the custom pages you can create, which are considered extremely content-rich and thus, highly searchable. 3. You’ll have a FREE subscription to Traffic Reports, which measures how many people visit your store, where they came from, what they looked at/clicked on within your store, what keywords they typed in that took them to your store, etc., so you can continue refining and streamlining your store pages, keywords, etc. and con-


internet marketing magazine october 2012

stantly be improving it to obtain more and more traffic and site visitors which will then turn into more and more buyers, purchases, sales, and money for you. 4. You’ll have several different buttons, links, icons, logos, etc. you can use outside eBay to promote your store and drive attention and traffic to it. 5. You’ll have several promotional tools available to you so you can print store-branded business cards, promotional flyers, email templates, etc. and market your store both online and offline. 6. Last but definitely not least, you’ll be given a toll-free telephone number to contact eBayStores Support, which is a luxury non-Store sellers don’t get unless they become a Powerseller, instead of or as well as having a Store.

The main thing to notice and remember about all of the benefits listed above is that they are all supplementary tools, benefits and resources to help improve your eBay sales, but they won’t be very helpful to you unless you already have developed a solid, effective listing strategy and a healthy sales success rate. SaleHoo

SaleHoo is an online wholesale directory and community for online traders, eBay sellers, and traditional retailers. SaleHoo has a huge directory you can use to find a wholesaler, dropshipper or manufacturer for pretty much any product you can think of. SaleHoo provides a vast array of training materials, customer support and community activity to help online sellers get their businesses off the ground.



THE BENEFITS OF APPLYING OLD WORLD SERVICE TO NEW WORLD BUSINESSES By Tony McAuslan I was struck recently by a headline in the Business Section of a major newspaper stating that “OldFashioned Service is Bringing Customers Back”. The article was about how one of Australia’s largest retailers had been forced to admit that recent efforts to slash costs by trimming floor staff had had an immediate and devastating impact on their shop floor figures. Interestingly, its online business wasn’t looking too crash hot either. To me, this sort of statement falls into the ‘bleedingly obvious’ category, but apparently not to those highly paid executives who are currently running this iconic retailer. Any old-world retailer worth his salt would be able to readily identify the correlation between bad service and falling sales; and those of you who are presently moving your retail (or for that matter ANY) business into full-bore web mode would do well to grasp the fact that being online does not enable you to abdicate your responsibility for delivering outstanding customer service. A number of years ago, there used to be a wellknown café down in Sydney’s trendy Double Bay. Its owner was a Hungarian immigrant, and as they say in the Big Apple – what this guy didn’t know about customer service was nobody’s business. In other words he was a master at it. His business was built on the foundation that as far as the customer was concerned, NOTHING was a problem. From the minute you caught a waiter’s eye, you felt like you were being looked after. If there was a wait for a table (and there usually was), your waiter would keep you updated every few minutes. If you were a regular, the wait staff knew your table preference and would do everything in their power to get you your usual table. As soon as

you were seated, no matter how busy, carafes of water and baskets of freshly baked bread would be whisked to your table along with the menus. Most of his staff had been with him for ages, and they knew the regular patrons well. Which means that in between serving there was a running pater of enquiring how their business, or their grandchildren, or their latest building development was going; or how much better their new hair style looked, or how much better the dog looked since the operation – or whatever. The fact is, he made sure the wait staff treated the customers like family, and the customers lapped it up.

And when it came to ordering, nothing – and I mean nothing - was a problem. If you wanted poached eggs with smoked salmon, even at 10.30 at night – no problem. If you wanted poached eggs with smoked salmon AND a scoop of pistachio ice cream sitting on top of it – no problem. If you ordered an ice coffee but asked them to put in 6 extra scoops of chocolate gelato, it was not a problem. If you wanted the peas and carrots separated into alternating rows on the plate – it was not as problem!

internet marketing magazine october 2012


I don’t know where he got his wait staff from, but they had been trained not to blink an eye at your order, no matter how detailed or bizarre. Nobody ever said, “Are you sure you want ice cream on your eggs?”, or “Sorry, we don’t do breakfast after 11.00am”. Or more importantly – “We’re gonna have to charge you extra for those scoops of gelato”.

a returning customer, they are immediately warned of delays or stock shortages, their omission when filling out an order form is flagged instantly (rather than having to wait to get to the end of a form and then being told to go back – one of my bugbears!!), they are whisked away to the section of your site they regularly visit (rather than having to navigate through endless pages), and once there, the site allows for flexibility in ordering, shipping or payment methods, then there is a good chance you are well on your way to building a successful site that is underpinned by great customer service. While price will continue to be an issue in the online space, I can assure you that survey after survey will reveal that consumers are ALWAYS willing to pay more for good customer service. Believe me, there is no point in saving hundreds off that new double door fridge if the people you bought it off can’t even guarantee it will be delivered to you.

Incidently, that clever Hungarian café owner would regularly sell his business off to some enthusiastic You see, what the café owner had worked out was buyer who would ignore the basic tenant that unthat his clients, mostly fellow immigrants who had derpinned the whole thing. You would always know done extremely well financially, just wanted to be it had changed hands when you got there at 11.30 served exactly what they wanted, and were quite on a Saturday morning, only to be greeted by an happy to pay for it. unfamiliar face and be told that “Chef doesn’t do breakfast after eleven”, (what, they lock the eggs You could order anything you liked, and an extra in a safe?), or that there would be a charge for putcharge would be discreetly added to the bill, and ting a scoop of ice cream on that chocolate cake. everybody was happy. In the old days, the first thing you learned in Business 101, was that the price is soon forgotten if the product meets or exceeds expectation. On the other hand, if the product or service is unsatisfactory, there is a perception that you have been overcharged – at any price. So how does this apply to my new world business, I hear you cry? Well consider this – if your customer’s experience when visiting your website is one of being kept waiting, ignorance of their needs, inflexible ordering and a feeling of disdain for them as a regular customer, there’s a pretty good chance they won’t be coming back. If, on the other hand, they are warmly greeted as


internet marketing magazine october 2012

After about 6 months of bad service and sales in free-fall, the original owner would buy it back at a greatly reduced price, wheel in the old staff, and the regulars would flock back again in droves. Makes you wonder, doesn’t it?

Tony McAuslan is a Director of The Interim CEO - a strategic consulting business that specializes in providing marketing and fund raising advise to start- up companies . He has successfully launched a number of international start-up businesses in both Australia and the U.K. Tony can be contacted by email on tmcauslan@

internet marketing magazine october 2012





AdWords is such a sophisticated platform, that in order to fully understand it and be able to use it effectively, you’ll not only have to read up about it, but also have a good hands-on experience. It’s that complicated because there are numerous targeting options and because they have many system rules for pricing and ranking the ads. Google takes many factors into consideration and combines them into one score, the Quality Score: each keyword we target gets one. We eventually want most of our main keywords to reach a Quality Score of 10 in order for us to have great exposure. At the same time, we will be able to get more quality visitors on our website at the least possible expense. Having 2-3 ads for every AdGroup we create is a necessity. We’ll have to leave them running for a There are many things we can do to decrease the few thousand impressions in order to see which ad cost per click, so let’s get started! performs better, then keep that ad, and test again with a new ad. 1) Increase the Click-through Rate of our Ads Our CTR tells us how many people click our ads What is a good “click through” rate for Adwords? out of every 100 times our ad is displayed. When we create advertisement texts or images for our I can’t give you a precise number on what CTR you campaign, we’re trying to appeal to the visitors of should aim for because every language and every Google and intrigue them enough in order to click niche has a more engaged audience or less. As a the ad and see what we have to offer. Ad creation rule of thumb, my record CTR is 14% and I always is a mixture of art and science because there are try to optimize my campaigns until I reach at least so many things that you can do to make your ad 2-3%. perform better or worse: one article alone is not enough for me to explain! We have to test different Why CTR Plays an important role on the price approaches on our ad’s copy, and see which one we’ll pay per click? performs better. For example, having a college/ university website to promote, we can focus on Let’s take as an example two companies, company explaining to the viewer the advantages that they A and B. will gain from attending that particular college or get them nervous that there’s no time to lose – Company A has a 2% CTR as an average and pays if they don’t make that decision, the competition 25 Cents / Click. will leave them behind. While this example is a bit Company B has a 9% CTR as an average and pays extreme, you get my drift! 10 Cents / Click.


internet marketing magazine october 2012

At a first glance, someone would at the beginning, will save you a guess that Google would pre- lot more in the long run! You’ve fer company A because it pays got to try it ;) 15 Cents per click more (more than double the price company B pays). But that’s where we would be wrong! Google has a “pool” of visitors searching on its search engine every single day. For these visitors Google wants to maximize its profits; therefore, it doesn’t just look at how much each company pays per click but pays much more attention to how much money it can make per 100 impressions (different pages seen). Therefore in the end… Company A pays Google 50 Cents per 100 Impressions Company B pays Google 90 Cents per 100 Impressions Therefore Company B’s ads will be displayed first, and the quality score of company B’s keywords will increase. So if company B lowers the click price from 10 cents to 6 cents, it will still be shown first in the ads and profit more from people visiting their website. That’s why raising your ad’s CTR is THAT important if you want to lower your costs. HUGE TIP: Apart from testing different kinds of ads, one great tip that works amazingly well for my campaigns is to pay more than needed in the beginning of each campaign. For example, if for an ad to be shown, 30 Cents per click are needed, I’d pay 50 or even a bit more on some days. This would make my ads appear first almost always, and therefore get a good CTR from the beginning. So spending some more money

That would make Google look good since the ad would be about leather couches and the landing page would be exactly that and not the main page. Doing that will help you increase your quality score a lot! It is given that if you make the AdGroup about leather couches you should also create a specific landing page that contains everything about leather couches so that the whole experience for the visitor would be very optimized. Google loves that.

2) Keyword Relevancy and Landing Page Quality Google cares a lot for its reputation and therefore, pays a lot of attention to the Keyword Relevancy. If for example your ad is about dog training and the landing page you take your visitors when they click the link talks about something else, even slightly close (e.g. dog food), Google gives a lower quality score to that keyword. The more the keyword is far from the subject of the landing page, the worse your Quality Score will be.

HUGE TIP: Creating different AdGroups, landing pages and ads for each group of keywords, gives you another great advantage against your competition. It is very likely that when someone searches for a keyword containing “leather couch”, your ad title or text will contain those exact words since you have created an AdGroup about it, so this text will appear as bold text, increasing the likelihood of the visitor of Google to click your link dramatically, and not someone else’s that couldn’t be bothered to create many AdGroups Case Study Result: I once tried to and landing pages ;) bring in people with the keyword “image hosting” to a games site. The cost per click was calculated to $5 per click. If my site was actually about Image Hosting, it would cost less than 10 Cents / click. Solution: We should try to create a different AdGroup for every group of keywords that we have. For an interior design retail store we would create one AdGroup for Leather Couches (containing all the possible keywords around leather couches), one for interior lighting, and so on and so forth.

Landing Page Quality is the quality of the code of your landing page together with all the tags and images etc. The basics of OnPage SEO apply here. Also keep in mind that the less HTML and CSS errors your site has, the better.

internet marketing magazine october 2012


3) Landing Page Load Time fore control every aspect of my The time it takes for a site to load campaign perfectly. has lately become very important for Google. And it’s makes sense: when someone clicks a link from 5) Competition Competition is another HUGE factor on how much we’re going to pay for every click. It’s logical that when a keyword is targeted by many Advertisers, it will be more expensive than one that no one targets.

Last but not least, what also affects the prices that you’re going to pay for your ads is your:

6) Current Account Standing Lately Google has incorporated another metric determining how much you will pay for your ads. Your account history. If your account is completely new it will take some time to get things started. The same happens if To check your competition, the your old account had many exGoogle to another domain, espe- easiest thing to do would be to periments, many ads rejected, cially if it’s an ad, he/she doesn’t go to Google and search for our banned keywords and low CTR want to wait a lot for the page main keyword. See if all spots campaigns. to load. Subconsciously the wait are taken or if there are availmakes the user “unhappy” and able ones. If not, the keyword CASE STUDY: Having a very old that is transferred to Google’s is ours for the taking! (there’s a AdWords account and learning image. If the page is loading chance that a keyword that we by doing mistakes, when Google fast, that will give a small boost enter with no advertisers won’t tweaked their algorithm to into our Quality Score. The easiest be available because it has low clude this metric, I wanted to and fastest things we can do is search volume). create a new campaign. As you to choose a good host and cache can imagine it wasn’t performing your pages. great but since the new campaign was very targeted and generally The countries we target play a very good campaign, all it took an important role on how much was $400-500 in clicks to bring we’re going to pay per click. It’s back my account to a normal stalogical that a visitor from US is tus. going to cost a lot more to target than a visitor from Greece. Doing all of the above will really help you understand how pricing HUGE TIP: What I’m doing when works and how you can benefit I want to target many countries Solution: If you’re on a competi- from a good quality score. If it’s is to make a campaign target- tive market we can easily out- worth starting an AdWords caming USA and Canada, then repli- perform our competition (once paign for your website, use the cate the whole campaign with again) by going for long-tail key- above advice and start outperAdWords Editor and change the words. Long tail keywords are forming your competition! countries targeted to make the those keywords are keywords second campaign target the good that are not searched that often European countries. Last but not but they get some searches per least the third one will target the month. These add up to a good Angelos Papaioannidis rest of the world. sum if you gather up many of is an Internet Marketing Consultant, Social them and one thing is for sure, Media Manager and Doing the above, I am able to people who search with long tail Business Development change my pricing according to keywords are much more focused Expert. You can find more about him at the countries I target and there- and ready to buy!


internet marketing magazine october 2012



internet marketing magazine october 2012




THE FIVE LANDING PAGE METRICS YOU NEED TO KNOW By Sally Lowery Analytics matter but not every marketer knows where to start – especially when it comes to landing page analytics. In our most recent infographic, we’ve outlined five critical analytics you should know when assessing your landing page optimiza-


internet marketing magazine october 2012

tion performance. We also added additional best practices to improve these key metrics and industry benchmarks. Check out the infographic below.

Sally Lowery

leads ion’s marketing team and is focused on developing interactive marketing programs for both customer acquisition and retention. With a keen knowledge of search engine marketing, digital advertising, and demand generation, Sally brings over 14 years of professional marketing experience, including more than 8 years in the leading-edge marketing technology space.

internet marketing magazine october 2012


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internet marketing magazine october 2012

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