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Every piece of your website is a link in the sales chain.

Each link leads to the next, and at the end of the chain is the sale – and profits for you and your business.

Of course, as we all know, any chain is only as strong as its weakest link.

One way to get quick sales boost is: find the weak or broken links in your sales process and strengthen or repair them. And almost every website has at least a few week or broken links. I’m not just talking about hyperlinks, here… I’m talking about any crucial part of the sales process.

No website is perfect – no website is ever optimized fully. There’s always room for improvement. In most websites I look at for clients, there are some basic fixes that can pay off in a big way.

Here are three examples of things you might want to do on your own website:

• Fix Broken Links. The most obvious example is actual broken links. These are frustrating at best for your visitors, and for many it will kill the sale instantly (“if they can’t get their links fixed, what must their product be like?”).
• Remove Inconsistencies. In the world of direct mail, there’s a proven response boost when the message on the outside of the envelope matches the message on the headline of the letter inside; the reason this is so is, we are wired to respond positively to consistency. We like getting what we expect. Even seemingly small inconsistencies send a subconscious signal to your prospects that all is not right. Some specifics to look for: different typefaces or look & feel on your pages; lack of consistent layout from one section of your site to the next; jarring differences between your major sales pages (opt-in page, salesletter page, order page, thank you page). Get fanatical about consistency.
• Remove “Mind Stoppers”. Some things just cause us to “stop our mind” when reading a website. For example, strange or unnatural wording can cause us to stop in the flow of reading and ask “What? Huh?” Even though these “Mind Stoppers” may only cause a pause of 1 or 2 seconds, they interrupt the flow of your sales message. Avoid “Mind Stoppers” at all costs. The best way to find them: read your copy aloud, to another human being, in a natural tone and at an easy pace. Then have them read it aloud back to you. In each case, mark any section that causes you to pause or stumble. Re-write those sections and remove the “Mind Stoppers”.

When you forge stronger links in your “Sales Chain”, you’ll increase your sales results. And that means more profits for you and your small business.

“And how about Taguchi testing – do I have to use that, too? What about multivariate testing?” The questions go on and on in this often-confusing subject!

Now for the good news: split-testing is easy! By using simple, yet sophisticated, split-testing techniques, you can increase your conversions and gain more business.

Today’s resource is for you if you want an easy way to test your copy. By using Website Optimizer, you can easily test your writing. No, I’m not making bunches of money by recommending it – you can’t buy this software, so there’s no affiliate link here. But you can have it free, and it’s all courtesy of Uncle Google.

This is truly wonderful software. While it is very sophisticated, it is also easy to use. With all these features, you would expect to pay hundreds, even thousands of dollars. Not only can you use it to perform split-testing, it even does simple multivariate testing too.

While doing a traditional “split-test” means you test one element at a time, with multivariate testing you can do so much more. Test everything all at once, from your headlines and sub-heads to your background and graphic elements! The statistically-reliable testing offered by this program can help you sell more of whatever you sell by increasing your conversions.

Google has great tutorials right on their website to teach you how to use it, so I won’t spend a lot of time explaining that. Just read and watch the tutorials.

Here’s the easiest way I know of to start testing, and it will take you one hour or less to get started:

1. Get a Google account. Use this link to set it up.
2. Set up your first test. Follow the step-by-step instructions in Website Optimizer.
3. Start your test. Just click and let Google do all the work. The software can test all your copy, headlines, and so on, advising you which version will convert the most sales for your business.

It couldn’t be easier, and you sure can’t beat the price!

Check out Website Optimizer today. It’s the best way I know to get started split-testing.

His name is Ben Settle, and if you don’t know about Ben you should. He has one of the best copwriting blogs on the ‘net.

Anyway, the interview was supposed to be a one-hour interview. It ended up being well over 2 hours.

After listening to the finished product, I realized it was pretty darned good (Ben is a great interviewer).

Here’s some of what we covered in the interview:

• Why studying successful ads can actually hurt your copywriting!
• How to use an ordinary copyright notice to instantly banish “writers block.”
• A free piece of software that can realistically nab you well over an 80% opt-in rate on your squeeze pages!
• What to do if you’re starting from scratch online and need to make a lot of money—fast!
• How to set up profitable online joint ventures—even if you live in a cave with no friends, contacts or business connections whatsoever.
• A little-known way to build a hyper-responsive email list without turning on your computer!
• How to use dopey little ad “jingles” to drive thousands of qualified leads to your websites.
• An almost unknown way to make a TON of money from your email list… without sending them any emails!
• How to make more profits from your sites by purposely getting a lower opt-in rate.
• A secret trick (even an “SEO dummy” can use) to almost instantly get top google rankings on any key words you choose!
• How to use video on your sites for little or no money and without any big learning curves.
• A little-used “loophole” in the Warrior Forum that lets you quickly add a few thousand cash-in-hand subscribers to your email list—without spending even one thin dime.
• Why your telephone is your #1 most profitable “tool” for making money online!
• The secret of getting world-class marketers (with gigantic lists of buyers) to joint venture with you—even if your list is puny and they have no idea who you are.

Grab your copy of the interview by clicking here.

The Point: Anyone can increase their conversions by using simple split-testing.

The Resource: Website Optimizer

Here’s the easiest way I know of to start testing (one hour or less):

1. Get a Google account (use the link).
2. Set up your first test.
3. Get the test started.

What do you think?

I welcome and invite your comments (click the link at the bottom of this post).

Click for the Podcast Audio:

Click Here

The Story: If you sell to narrowly focused niches, you’ll make more money.

The Point: A lot of people say “niche marketing” is dead; nothing could be further from the truth.

The Resource: “5k In 30 Days”

5 steps to your niche market empire fast and easy:

1. Locate a product.
2. Set up your sales page and testing software.
3. Link payment pages to Clickbank or Paypal.
4. Use Adwords to drive traffic.
5. Repeat.

Click for the Podcast Audio:

Click Here

Bullets break up your copy into short, readable bursts.

People tend to scan copy before they read it. Breaking your benefits into bullets increases the chances your copy will "catch the eye" and thus get read.

To recap the benefits – bullets do the following:

• Break up copy (just like this) into short pieces.
• Make the copy easier to scan.
• Make it easier to pick out key words and phrases.
• Get prospects to read more of your copy.
• Help you make more sales.
• The more bullets the better (usually).

Hard to believe? Maybe. But it’s true anyway; people just don’t want to ask for the order.

There comes a point where you’ve presented all the benefits of your offer; you’ve demonstrated its value; you’ve supplied lots of credible testimonials; you’ve shown your iron-clad guarantee… and you just need to ask for the sale.

On the Internet, this can be as easy as putting in a link that says "Order Now".

Online software mogul and marketing expert Armand Morin usually has anywhere from 5-14(!) order links on each of his sales pages; he says that the more "order links" he adds, the more sales he makes.

And by the way…all of these tips, techniques, and tactics are incorporated into copy I write for my clients. Does it make a difference for them? Just ask Aden Rusfeldt – the copy I wrote for him created a 197% increase in sales.

Now, you may know that I worked in radio for over 25 years, and was very successful in that industry. I think I know my stuff when it comes to radio. But even I was blown away by some of the ideas Dave and I ended up discussing on this call.

There’s nothing for sale on the call; it’s pure ideas, tools, and tactics.

Listen to it online by clicking below.

Click to listen.

Enjoy.

There are only a few simple things you need to get started making money with your own internet-based business.

It’s not complicated, really.

Let me break it down for you. I’ll tell you the basic items you need, and Google can tell you the rest (just search for information on the areas where your knowledge is weak or incomplete). Here’s what you need:

1. A Product. Obviously, you need something to sell. This could be software, or items you sell on eBay, or a service, or an information product. People get hung up on how to come up with a product — and the truth is that products are the easiest thing in the world to get. It’s taking action that’s tough.

2. A Domain Name. This seems obvious, but you need a name for your business. You can get one at http://NewHostingPlan.com.

3. A Web Page. I say “page” instead of “site” because a “site” seems complicated. A “page” seems easy, doesn’t it? You can get one through http://NewHostingPlan.com.

4. Web Page Software. You need to build a page with content on it. You can do it yourself with free software from http://nvu.com, or you can use a paid product like Dreamweaver (which is available at http://www.adobe.com/products/dreamweaver/). If you don’t want to do it you can get a designer at http://sitepoint.com.

5. Graphics. You need a logo and a “look and feel” for your products or services. Again, you can use free software (like that at http://www.gimp.org) or you can buy something like Photoshop (at http://www.adobe.com/products/photoshop/compare/). Or you can get someone to do it for you at http://sitepoint.com.

6. Autoresponder Account. This is an account that allows you to build a mailing list so that you can mail to your customers or prospects. It can also do this for you on an automated sequential basis, so once someone signs up they get an email from you on a regular basis (automatically). The service I use and recommend is http://RaysAutoResponder.com.

7. Shopping Cart Software. You need to be able to take payments somehow, right? My advice is to get a nice, proven, all-in-one solution. I use http://newmarketingautomation.com.

Now, each of these are somewhat complex discussions that we could probably spend a one-hour teleseminar talking about each of them. Do a quick search on Google – there are plenty of online resources that will teach you more about each of these subjects.

You now know the basic building blocks needed to build your online business.

Can you spend years learning to master it all? Yes. But is it simple enough to get the basics in just a few minutes (as you just did)? Yes.

Don’t let yourself get overwhelmed. Just remember these basics, figure out which pieces you already have… and figure out what the next logical step might be. Then just do it!

1. It’s good for business. It wasn’t always this way. When I started blogging it was more about self-expression. It didn’t take long for me to realize blogging was building my business, too. I get a steady flow of new business from people who say something like, “Well, I started reading your blog and finally decided I would call you.”
2. Self-expression. Once upon a time, I was a radio DJ. Highly-rated, successful, and loving it. Being on the radio was my own personal megaphone. It was my way of being heard. Now I get that same satisfaction from blogging. You can too. Now everyone’s a DJ!
3. Building a relationship with my readers. There’s nothing like a blog to build a relationship with your readers. My blog is the source of most of the conversations I have with my readers. Why? I have some theories, but the fact is they don’t matter. It just works.
4. Marketing. I know there are many who say you can’t “monetize” a blog. Really? My own blog has brought me… well, let’s call it “a substantial amount” of revenue. And I don’t even use Adsense (as of this writing). One of the very best Internet Marketers is a guy name Dave Winer. And you’d never categorize him as a marketer… but last year he made over 7 figures using his blog as the primary marketing medium. Even as as I write this, he’s in the beginnings of a “product launch”, though most of his readers probably don’t realize it.
5. Research and testing. The quickest way I know to test a new idea, get some feedback, or get an answer is… make an appropriate post on my blog.

Okay, those are my 5 reasons for blogging. And now, I tag:

• Ben Settle
• JP Maroney
• Stu McLaren
• Jeff Mills
• Alice Seba

http://www.surveymonkey.com/s.asp?u=87122591528

Take 2 minutes, fill out the survey, and I’ll give you exclusive access to a live “Q&A” telephone call with me…

There’s no obligation, and nothing for sale…

1. Focusing On You, Not Your Customer. In the context of an ad, your prospects don’t care about you. They care about themselves, and whether your product can help solve their problem(s). Look for and eliminate phrases like: ‘our friendly staff’, ’20 years in business’, ‘for all your [INSERT PRODUCT HERE] needs’. Those are about you. Use phrases that speak to the solution to your prospect’s most pressing problems.

2. Using Cliche Language. Cliches are like wallpaper, nobody notices them unless they’re so bad they can’t be ignored. Some cliches to look for: ‘giant blow out’, ‘explode your sales’, ‘save like never before’, ‘savings throughout the store’… There are too many advertising cliches to list here. You probably recognize them when you hear them. Get them out of your copy.

3. Speaking Inappropriately. No, this doesn’t mean correcting your grammar – unless your intended audience is English Teachers. Speaking inappropriately means using language patterns that cause your audience to disagree with you on some minor subject. Once that happens, it will be much more difficult to get their agreement on a more important topic (such as buying your product). For example, if you are selling to English Teachers and you use poor grammar in your copy, it will be much harder to make the sale (even if the sale has nothing to do with grammar). Why? Because you have lost credibility with your audience – you are not ‘speaking their language’.

I am frequently asked, “Ray, how do I get started with testing?” Here are 3 simple ways you can start testing today – without complex math, expensive software, or arcane technology.

1. Test your current headline against a new one. Don’t worry about getting software or other tools just yet. Simply run one headline for a while — then run the other headline for an equal amount of time. If you can run equal amounts of traffic past both headlines, you will have at least a general idea which one works best.
2. Test your current price against a higher one. That’s right — I said higher. If the higher price loses the test, THEN test a lower price. It may surprise you that higher prices often bring more orders! So, this week track your numbers at your current price — and next week test a higher one.
3. If you use graphics on your page, test the page without a header graphic. Often, the page without the header will produce more results. The theory is that the graphic distracts from the copy, possibly causing your prospect to bypass reading the headline. But don’ t accept the theory – test it yourself. It is true that to do mathematically reliable tests, you will need some kind of software to track the results.

If you’re not doing any testing at all, start with these 3 simple tests. You may end up increasing your profits!

It’s a full seminar put on by Inc. Magazine and the link above will take you to a place (once you register) where you can watch the whole thing for free.

One of the presentations I especially like was Bernie Marcus (Co-founder of Home Depot). His story of how and why he started Home Depot was inspiring but what was more intriguing was the advice he gave for entrepreneurs in today’s marketplace.

You’ll also be able to watch a presentation delivered by President Bill Clinton.

To get the video, just click here.

It’s not your fault.

Most business people are not trained as copywriters. But once you’ve read this article, you’ll know exactly what to do to correct the problems that are killing your sales and lead generation efforts.

This is “Part 2” of a 2-Part series; while this post stands on its own, I urge you to read my previous post, and also learn about the first “5 Deadly Mistakes”.

And now, “5 Additional Deadly Copywriting Mistakes You’re Probably Making…”

Deadly Mistake #6: Sentences and Paragraphs That Are Too Long

Keep your sentences and your paragraphs short.

A paragraph in a sales letter should be no more than 3-4 sentences long – and they should be short sentences.

People will read more of your copy if the sentences are and paragraphs are short. This is especially important on the first page (or the first screen, if it’s online) of your sales letter, when you are trying to draw them into your story.

Don’t scare people off with big blocks of text.

Deadly Mistake #7: Not Enough Testimonials

One of your first tasks as a copywriter is to break down that skepticism, and get them to believe you – even just a little bit.

Once that initial barrier of skepticism comes down, you have a chance of making a sale. How do you break through that skepticism?

Testimonials.

You need lots of testimonials in your copy. How many? As many as you can get.

Here’s a good rule of thumb: however many you have now, get 25% more.

Deadly Mistake #8: Offers That Stink

If your offer stinks, the best copy in the world won’t help you.

By your offer, I mean the bundle, widget, or information as presented for sale. This includes your price, and how you demonstrate the value of your offer versus what you’re charging for it.

It’s best if you’re in the position of “selling dollars for dimes”. Then it’s easy to show the value of your offer.

For instance, if you sell a device that causes a 20% increase in a car’s fuel efficiency, you might frame the offer like this: “The FuelSaver is $99 – but you’ll save ten times that amount per year in fuel costs. So you get back more than TEN TIMES YOUR INVESTMENT in just one year!”

Is your offer good? If not, figure out how to make it good!

Deadly Mistake #9: Forgetting To Ask For the Sale

It’s one of the most common mistakes in all forms of selling – not asking for the sale. Hard to believe? Maybe. But it’s true anyway; people just don’t want to ask for the order.

There comes a point where you’ve presented all the benefits of your offer; you’ve demonstrated its value; you’ve supplied lots of credible testimonials; you’ve shown your iron-clad guarantee… and you just need to ask for the sale.

On the Internet, this can be as easy as putting in a link that says “Order Now”.

Online Marketer Armand Morin often has 5-7 order links on each of his sales pages; he says that the more “order links” he adds, the more sales he makes.

Deadly Mistake #10: Pricing Before Benefits and Offer

Sometimes business owners want to use price point as a selling feature, and so you see lots of web pages that right near the top will say something like “Now Only $24.95!”.

That’s a deadly mistake.

First, you are signaling readers that this page is an ad, not a page of information. That will cause you to lose readers before you’ve had a chance to tell them your story.

Second, you haven’t had a chance to elaborate on the benefits of your product or service, or to show the value of your offer.

Long before the price ever shows up on your page, you need to make the prospect feel that they must have the benefits that your product offers. They must desire those benefits in a strong and intense way.

Don’t reveal your price before you spell out the benefits of your product, and the value of you your offer. If you do this well, and you do it in the correct order, price will never be an objection; your offer will always seem like a bargain.

What to Do Now

Here’s your “takeaway” from this blog post: it’s the same advice I gave in Part 1 of this series.

Grab your own sales copy, this list of copy mistakes, your favorite beverage, and go through your copy line-by-line. Ferret out these mistakes and eliminate these mistakes.

Do it now.

Don’t put it off.

You’ll be glad you did.

And if writing is “not your thing” – hire a professional. Having great copy is the single most important tool you have at your disposal to sell your products or services.

Let me make you a bold promise: examine your own sales copy and eliminate these copywriting mistakes, and you will see an instant improvement in your sales.

Let’s get started…

Deadly Mistake #1: Being Focused On You, Instead Of On Your Market

This is the easiest mistake to make, and the most common. Most ad copy is focused on the advertiser, not on the consumer. Big mistake.

When you read copy that says things like, “We’re the best in the industry… we’ve been in business since 1979… we have the most well-trained associates… our facility has won many industry awards…” what is your reaction?

Most likely, your reaction is, “So what? What does that mean to me and my life?”

If you’re using copy that says “we”, “us”, and “our” a lot – find a way to change that copy so that it says “you”, and “yours”. Speak about the things that matter to your customer.

Here’s a hint: those things are probably not what you think they are. Why not ask your customers? They know the answer, and they’ll be glad to share it with you if you’re wise enough to listen.

Deadly Mistake #2: Using a Weak, Wimpy, or Just Plain Bad Headline

In the beginning, you only have one chance to grab the reader’s attention. That chance is the headline. Make sure your headline is strong, aggressive (without being pushy), and compelling.

Think of your headline as the sales pitch to get the prospect to read the whole ad. It has to be compelling enough that the reader thinks, “Hey, if this is true, I need to know about it…”

You get one shot. You can’t afford to blow it.

A poor headline for an automotive shop: “Our Experienced Staff Can Tend to Your Every Automotive Need, And Are ASE Certified with the Guaranteed Lowest Prices.”

A much better headline for the same client: “Are Hidden Mechanical Problems With Your Car Threatening The Health And Safety Of Your Family? Our 9-Point Safety Inspection Could Save Their Lives – And Give You Peace of Mind…”

Deadly Mistake #3: Not Using Enough Bullets

Bullets break up your copy into short, readable bursts. Especially on the web, people tend to scan copy before they read it; breaking your benefits into bullets increases the chances your copy will “catch the eye” and thus get read.

To recap the benefits of bullets:

• They break up copy (just like this) into short pieces.
• They make the copy easier to scan.
• They make it easier to pick out key words and phrases.
• They get more of your copy read.
• They make you more sales.
• The more bullets the better (usually).

Deadly Mistake #4: Using big words and jargon.

Copy should read like conversation; it should flow naturally and be easy to process.

Using big words and jargon might sound impressive, but it won’t get you sales. Which would you prefer?

Use strong, punchy words. Write simply and clearly.

Read Strunk & White’s Elements of Style – and follow its advice.

Avoid jargon.

Deadly Mistake #5: Using Weak, Wimpy, or Just Plain Bad Sub-Heads

You should use subheads every 3-4 paragraphs in your copy.

Make subheads strong and compelling; think of them as headlines for each section of your copy.

If read in sequence, your subheads should sound like an abbreviated version of your sales pitch (which is what they are). Sub-heads done correctly are a way to “stop the eye”, catch the reader’s interest, and get him to slow down enough to read that section.

What to Do Now

Here’s your “takeaway” from this article: Grab your own current sales copy, this list of copy mistakes, your favorite beverage, and go through your copy line-by-line.

Ferret out these mistakes and eliminate them from your copy.

Do it now, and don’t put it off.

You’ll be glad you did.

And if writing is “not your thing” – hire a professional. Having great copy is the single most important tool you have at your disposal to sell your products or services.