Index :// · 2014. 9. 13. · supercharging your reputation, 5–9 turning negatives into...

P1: OTA/XYZ P2: ABCJWBT527-bind JWBT527-Cockrum August 8, 2011 7:25 Printer Name: To Come

Index

AAccount names:

e-mail marketing and, 183YouTube and, 71, 118

Adobe Acrobat Connect Pro, 281Advertising:

CEOs in, 244e-mail marketing and, 189on Facebook, 152–153finding partner sites, 91humor in, 242note taking and, 304pay-per-click ads, 58

Affiliate managers, hiring of, 213Affiliate marketing blog example, 24Affiliate programs, partnerships and,

xxii, 137, 215, 222–223, 224Alexander, Nancy, 88–89Amazon.com, 131, 134, 226, 304American dream, Godin on,

257–258America’s Funniest Home Videos (tv

show), 159AngiesList.com, 8Animated shows, creating, 53, 122,

148Animoto.com, 53, 122, 148Archives, of customer support, 17Article hosting sites, 62, 148Article swaps, 181, 225Artist within, releasing, 257–258

Artwork for book covers, 133–134,137

Asking for help, 250–251Audacity software, 272Audience for book, xxiii–xxivAudience for sites. See also Prospects

determining, 32–33expert interviews and, 226–227finding with eBay, 87–90growing, 43social media and, 161

Audios:content distribution strategy, 147e-mail marketing, 185expert interviews, 228expert knowledge and, 271–273habits of marketing success, 51newsletter articles, 141on outsourcing, 287reputation management, 8teleseminars, 276–279voiceovers for videos, 123voice-recording software, 133webinars, 281

Authenticity:business story and, 235content creation, 26habits of marketing success, 49, 51humor and, 242mobile marketing and, 101podcasts and, 272, 273

307

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308 Index

Authenticity (Continued )selling yourself, 239–240,

244–246, 248, 250, 259targeted traffic, 73Twitter and, 155viral videos and, 159–160

Authorship auction, xxiiAutomated e-mail marketing. See

E-mail marketingAvatars, on Twitter, 156Aweber.com, 167, 169, 172, 229

BBack links:

automation of, 59, 63press releases and, 98

Barcodes overview, 105–107Big launches, controversy and,

252–253Billboards, websites as, 31Bing:

finding partner sites, 91indexing of websites, 67trying to fool, 75

Bing Local, 8Blogs:

article swaps, 181, 225author title and, 129, 130big launch example, 253collaboration and, 298contests and, 210e-mail marketing and, 173, 174,

175, 181, 185finding partner sites, 91–92giving away secrets, 24giving customers a voice, 206lawn sprinkler example, 148podcasts and, 271, 272–273press area of, 45, 95reputation management, 9RLC metric and, 290targeted traffic, 62

teleseminars and, 278three-way wins and, 215website building, 42–45

Blubrry.com, 272Body language, podcasts and,

272Book covers, 133–134, 137, 228Books:

business story and, 236–237calling yourself an author,

127–130e-book basics, 135–138expert interviews and, 228love of learning and, 304martial arts school example,

112pattern guidebook example,

24–25sales boost from, 131–134three-way wins and, 215tips for, 133–134

Bottom-up approach, 226–227Brand, building:

business story and, 233leverage and, 274–275relationships and, 289–290reputation management and,

1–3Branson, Richard, 195Brevity:

in e-mail marketing, 50, 173, 179,185

as marketing skill, 50in teleseminars, 278

Broadcast e-mails. See E-mailbroadcasts

Broadcast media. See Media (news)“Build-A-Bug” program, 88Business models:

e-mail marketing and, 164free content in, 144giving away secrets and, 22–25

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Index 309

Business names:e-mail marketing and, 174Google Alerts for, 10targeted traffic, 68Twitter and, 156

Business partnerships. SeePartnerships

Business plans:funnel drawing and, 77, 79–81persona drawing and, 77, 82–83

Business purpose, 234–235, 259–260Business stories:

documenting, 233–235power of, 231Unique Selling Proposition and,

236–237BusinessWire.com, 99

CCafepress.com, 7Call center teams, sales strategy, 15Camera phone pictures. See PicturesCameras, video, 52, 121Camtasia, video marketing and, 122Capturing content, 51–53Car sales example, 239Categories for blog content, 44–45Cavanagh, Andrew, 18, 217–219Cell phones. See also Smartphones

contests using, 210great ideas overview, xxnote taking and, 304prevalence of, 101reputation management, 6teleseminars and, 277text marketing and, 102, 103–104website building and, 31

Chat forums. See Forums, onlineCI (Community Influence), 41–42City names, targeted traffic and, 65,

68–69CitySearch.com, 8

CJ.com, 223ClassicVWbugs.com, 88Classified ads, eBay rules, 90CleaningForAReason.org, 249Clickbank.com, 137, 222–223Coaching programs, 267–268Co-authorship auction, xxiiCollaboration overview, 297–298.

See also PartnershipsCommission-only sales, 137,

222–223, 224Community, definition of, 213–214Community Influence (CI), 41–42Community leaders, in

three-way-win strategy,214–215. See also Expertknowledge

Community pages on Facebook, 152Community sites, 40–42. See also

Forums, onlineComplaints from customers. See

Customer satisfactionConference calls:

collaboration, 298expert interviews, 228reputation management, 8teleseminars, 276–279

Confirmation of opt-in, 170Constantcontact.com, 169Construction analogy, 274Contact information:

e-mail marketing, 165press kit basics, 95website building, 38

Content, capturing, 51–53Content categories for blogs, 44–45Content contributors, guest. See

Guest contributorsContent creation:

for e-mail newsletters, 184–187giving content away, 27–28for membership sites, 209

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310 Index

Content creation (Continued )reputation management, 16–18,

23world’s foremost expert title, 111

Content distribution strategy:basics of, 147–148e-mail marketing and, 181quality considerations, 1810X10X4 formula, 119–120

Content quality:e-mail marketing, 180, 181great content characteristics, 125great ideas overview, xixreputation management, 16–18targeted traffic, 58, 59, 66, 73, 80videos, 265website building, 44world’s foremost expert title, 111

Content-to-sales pitch ratio, 186Contests:

boosting exposure, 210mobile marketing, 108reputation management, 6

Controversy, selling yourself and,245–246, 252–253, 254–255,293

Conversion rate, testing of, 39, 299Copyright concerns, 136–137Copyscape tool, 137Createspace.com, 134Creative partnerships. See

PartnershipsCreativity:

account names and, 118, 183exercise and, 195–196love of learning and, 303releasing, 257–258in RLC metric, 289–292

Credibility. See also Expertknowledge

customer reviews and, 13customer testimonials and, 8, 108giving away information, 27–28

membership sites and, 41,208–209

online forums and, 29, 113teaching as marketing, 269

Cross promotions, 216, 224Crowd sourcing, 163, 286–287Customer-attracting content, 16–18Customer-centered approach, 21–29Customer e-mail lists. See E-mail

listsCustomer feedback. See also

Customer testimonials; Surveysblog creation and, 45business story and, 233contests and, 210finding partner sites, 92giving customers a voice, 206–207Google Alerts and, 11incentive programs and, 221–222refund policy profits, 19–20reputation management, 1–3selling yourself, 250–251supercharging your reputation,

5–9turning negatives into positives,

12–15Twitter and, 157

Customer loyalty:business story and, 235giving customers a voice, 206–207joint ventures and, 216membership sites and, 208–209reputation management, 3selling yourself, 239–240,

252–253Customer personas, identifying:

community site building, 40drawing exercise for, 77, 82–83

Customers, research by:content creation, 17reputation management, 2, 11selling yourself, 239targeted traffic, 60, 64

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Index 311

Customer satisfaction. See alsoCustomer feedback; Customertestimonials

real-time problem-solving,203–204

reputation management, 1–2turning negatives into positives,

12–15Customer service:

accessibility as key, 114, 256irrational approach to, 21–29, 89,

145, 249real-time problem-solving,

203–204spoiling customers and prospects,

197–198, 199–200Customer support archives, 17Customer surveys. See SurveysCustomer testimonials:

expert interviews and, 226great ideas overview, xixguidelines for, 8–9habits of marketing success, 51, 53incentive programs and, 221–222mobile marketing and, 108press kit basics, 95problem-solving and, 203reputation management, 1service providers and, 229supercharging your reputation,

5–9targeted traffic, 63, 66website building, 38

DDated material:

on blogs, 45current content as goal, 58, 125in newsletters, 184in webinars, 282

Defending your reputation. SeeOnline reputation management

Degree of Ownership (DO), 42

Delegation, outsourcing and,285–288

Dell, 149Demographics:

article swaps and, 225community site building, 40Google Alerts and, 294joint ventures and, 216persona drawing exercise, 82–83

Dial-in testimonials, 8Direct mail, limitations of, xviiDirectories, online, 64–67. See also

specific directoriesDiscussion forums. See Forums,

onlineDistractions, brevity and, 50Document sharing sites, 122, 298DO (Degree of Ownership), 42Dog collar example, 99Doll-clothing sales example, 24–25Domain forwarding, 70Domain names:

in e-mail addresses, 89Google Alerts for, 11great ideas overview, xxtargeted traffic, 68–71Twitter and, 156

Dragon NaturallySpeaking, 133Drawing exercises:

customer persona, 77, 82–83funnel, 77, 79–91

Drip campaigns, 177Dropbox.com, 298

EEasy Video Player, 121eBay:

book about succeeding on,236–237

co-authorship auction, xxiicustomer feedback, 14–15, 19–20e-mail marketing and, 181–182finding your audience, 87–90

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312 Index

eBay (Continued )giving away secrets, 22–25global network and, 109

E-books. See also Booksbasics of, 135–138business story and, 236–237expert interviews and, 228pattern guidebook example,

24–25three-way wins and, 215

E-covers, 22880/20 rule, 82Einstein Bros., 14, 152Elance.com, 163, 286E-mail addresses. See also E-mail lists

domain name in, 89obtaining by questionable means,

168, 188E-mail blasts:

definition of, 170spam complaints and, 169

E-mail broadcasts:blog posts and, 173definition of, 169–170newsletters and, 185spam complaints and, 169

E-mail correspondence. See alsoE-mail marketing

author title and, 130brevity in, 50, 173, 179, 185customer support archives, 17HTML vs. plain text, 173Jing and, 197–198with past customers, 201personalizing, 168, 172, 173,

179reputation management, 6, 9teleseminars and, 278video marketing and, 122

E-mail lists. See also E-mailmarketing

as asset, 164, 165

big launches and, 252cross promotions and, 224definition of, 168growing, 178–183, 188–189improving on what worked

before, 284–285joint ventures and, 216opt-in process for, 170, 171, 177,

180three-way wins and, 215

E-mail management services:automated follow-up and,

172basics of, 176–177as marketing partners, 229newsletter posting by, 187squeeze page leads and, 37tools overview, 167, 168, 169,

170E-mail marketing. See also E-mail

listsautomated follow-up, 172–175benefits of, 163–166brevity in, 50, 173, 179, 185business story and, 235e-books and, 138great ideas overview, xixgrowing your lists, 178–183,

188–189language of, 167–171mobile phones and, 105newsletters as cash generators,

184–187past customers and, 201surveys and, 193, 194targeted traffic and, 72, 80three-way wins and, 215tools for, 167–171, 176–177Twitter and, 155, 165webinars and, 282website building and, 35–37,

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Index 313

E-mail newsletters:article swaps, 225basics of, 139–142content distribution strategy, 147e-mail marketing and, 181,

184–187podcasts and, 271three-way wins and, 215

E-mail service providers, spam and,164–165, 168–169, 185

Embedding and viral videos, 44Endorphins, release of, 196Established Trust (ET), 41–42Event ticket sales, 22–23EverNote.com, 284, 304Exercise, importance of, 195–196Expert knowledge:

audio and podcast creation,271–273

author title and, 129becoming an expert, 263–264bottom-up approach, 226–228coaching and mentoring,

267–268community site building, 41, 42content quality and, 125customer-attracting content,

16–18e-books and, 135–136finding forum fame, 113–114giving content away, 27–28global network and, 109–110interviews with experts, 209,

226–228, 276–278leverage and branding, 274–275media relations and, 97membership sites and, 209partnerships and, 226–228press release basics, 98–99RLC metric and, 291teaching as marketing, 269–270teleseminar tips, 276–279

three-way wins and, 214video creation, 265–266video marketing, 122, 123webinar tips, 280–283world’s foremost expert title,

111–112Extreme Sports example, 178–180EZS3.com, 121–122

FFacebook:

accessibility as key, 256advertising on, 152–153asking questions on, 250–251authenticity and, 244–245author title and, 130blog content sharing, 45business model of, 144collaboration and, 298contests and, 210crowd sourcing and, 163e-mail marketing and, 165, 179finding partner sites, 92finding your audience, 161giving customers a voice, 206great ideas overview, xixhabits of marketing success, 49humor use, 241–242marketing basics for, 151–153media relations, 97mobile marketing and, 105past customers and, 201power of social media, 149reputation management, 5, 9, 14,

29RLC metric and, 290spoiling influential customers,

199–200targeted traffic, 62

Face time in videos, 123, 265Family, treating customers and

prospects like, 26, 173

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314 Index

Fangager.com, 153, 300Features and benefits, in sales letters,

38Feedback from customers. See

Customer feedback; Customertestimonials

Fees:for membership sites, 209,

217for referrals, 221–222

File sharing sites, 298Fiverr.com, 300Flip video cameras, 52, 121Follow-up sequence, automation of,

172–175, 177, 185Follow-up sequencer, definition of,

169Food critic example, 261Food vendor course example, 109Former customers, contacting,

201–202Forums, online. See also Community

sites; Membership sitesaccess to, 209expert knowledge and, 264finding partner sites, 91–92giving customers a voice,

206–207reputation management, 13–14,

28–29website building, 40–42

Forwarding, domain, 70Forwarding of information:

in e-mails, 182in newsletters, 140

FourSquare.com, 105, 161, 198Freeconferencecall.com, 8, 228,

276, 298Free Internet access, reputation

management and, 6Free services, as marketing, 249.

See also Giveaway products

Free stuff, viral power of, 143–145.See also Giveaway products;Giving away secrets

Frequently asked questions:content creation and, 17videos and, 119

Frey, David, 205FTC rules on testimonials, 8Funnel drawing exercise, 77, 79–91

GGeographic business focus:

targeted traffic and, 64–65, 68–69Twitter and, 157

Getresponse.com, 169Ghostwriter services, 133Giveaway products:

blog readers and, 45books as, 132, 136e-mail marketing and, 173–174free services as marketing, 249real estate course as, xxiv, 27–28reputation management, 6–7,

26–28targeted traffic and, 72, 80

Giving away secrets:irrational customer service and,

22–25, 89shoe sales example, 114viral power of free stuff, 143–145

Gladwell, Malcolm, 290Global network:

opportunities in, 109world’s foremost expert title,

111–112GlobeNewsWire.com, 99Gmail:

collaboration and, 297, 298e-mail marketing and, 165, 172video marketing and, 122

GoDaddy.com, 70Godin, Seth, 257–258, 291–292

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Index 315

Golden rule, as X factor, 248Google:

business model of, 144collaboration and, 298domain name selection, 68e-mail marketing and, 165finding experts, 226finding partner sites, 91, 218great ideas overview, xixGroupon.com and, 242indexing of websites, 67, 75keyword marketing, 60–61keywords in videos, 52keyword tool, 61lawn sprinkler example, 148podcast directories, 272QR codes and, 105ranking algorithms, 59, 63, 65reputation management, 2, 3,

13–14search engine optimization,

57–59, 62–63trying to fool, 57, 59, 66, 74–75Twitter following tool, 97world’s foremost expert title, 111

Google Alerts:finding partner sites, 91great ideas overview, xixlove of learning and, 304marketing offense and, 293–294reputation management, 9,

10–11Switchblade and, 137

Google calendar, 298Google documents, 122, 298Google Maps:

great ideas overview, xixtargeted traffic, 65, 67, 74

Google PageRank metric:description of, 58–59indexed websites and, 67swapping links and, 63

Google Places:targeted traffic, 63–67, 68, 74testimonial guidelines, 8

GoToWebinar.com, 281Gowalla.com, 105Graphic design:

blogs, 44book covers, 133–134, 137videos, 73websites, 163

Greeting cards, 201, 205Groupme.com, 300Groupon.com, 105, 242Guarantee policies, xix. See also

Return policiesGuest contributors:

article swaps, 181, 225community site building, 41targeted traffic, 62three-way wins and, 214–215

Guitar pedal mods example,143–144

HHabits of marketing success:

brevity as, 50capturing and sharing content,

51–53introduction to, 47social media and, 49

Handwritten notes, 201–202, 205Hanes, Tracy, 52–53Hardware store analogy, 274Hartunian, Paul, 111Hash-tag use, 157, 298Headlines, note taking and, 304Headsets:

podcasts and, 271–272teleseminars and, 277

Hightower, Cullen, 241Homebuilder analogy, 274Homeless disc jockey example, 123

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316 Index

Hope Village Detroit, xviiiHoulihan’s restaurant, 9House cleaning service example, 249HTML:

in e-mail messages, 173in newsletters, 185

Humor, use of, 241–243HVAC systems example, 285Hype, controversy and, 252–253Hyperalerts.no, 153

IIcontact.com, 169ID3 tags, 273Incentive programs, as partnerships,

221–222Inch-wide, mile-deep niche:

finding forum fame, 113–114global network and, 109–110world’s foremost expert title,

111–112Indexed sites:

e-mail newsletters and, 187targeted traffic and, 67, 75

Indispensability, importance of,254–255

Inflatable games rental example,xvii–xviii

Influential customers. See Sociallyinfluential customers

Informational website building. SeeWebsite building

Inspirational material, saving, 304Instant Customer, 281, 282–283Insurance broker example, 284–285Internet age, authorship in, 128–130Internettranscribers.com, 133, 228Interviews, telephone:

in teleseminars, 276–279tips for, 226–228training members for, 209

InvisibleShoe.com, 113–114

IP blacklisting, 176IP tracking, 7, 8Iranian protests, Twitter and, 155Irrational customer service

approach, 21–29, 89, 145, 249iTunes, 272–273

JJing.com, 197–198Joint ventures. See also Partnerships

e-mail marketing and, 180influential customers and, 262leveraging power of, 216

Jokes, use of, 241Jonas, John, 287Jott.com, 298Journalists. See Media (news)

KKennedy, Dan, 79, 80Kerber, Tim, 42, 207Keywords:

finding partner sites, 91, 218Google Alerts and, 293Google tool for, 61ID3 tags and, 273lawn sprinkler example, 148press releases and, 98targeted traffic, 58, 60–61, 68–69tracking via Google, 10–11, 13Twitter and, 157–158video descriptions and, 52

Khaki, Hanif, 284–285Klout.com, 199, 261Kodak Zi8 camera, 121Koenigs, Mike, 119–120Kramer, Doug, 180

LLadyBugWreaths.net, 88–89Language of e-mail marketing,

167–171

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Index 317

Laughing at yourself, 241–243Lawn sprinkler site example, 148Lead capture pages. See also Squeeze

pagesmobile marketing, 105video marketing, 118, 120website building, 35

Leaders, in three-way-win strategy,213–215

Leadership, in RLC metric, 289–292Lead generation. See also Prospects

content quality and, 125eBay classified ads, 90social media marketing and, 152targeted traffic, 70, 71, 72–73,

79–81website building, 35–37, 45

Lead management, funnel drawingexercise, 79

Learning, love of, 303–304. See alsoTeaching

Legal concerns in partnerships, 217LeMoine, Mike, 265–266Leverage:

branding and, 274–275great ideas overview, xixjoint ventures and, 216RLC metric and, 292

Liberty Jane Clothing, 24–25“Like” button and rankings, 152Linchpin (Godin), 257–258Linkedin.com, 161Link policies:

eBay, 89Google, 59, 63

Links, swapping, 63. See also Backlinks

ListBuildingClass.com, 37, 122List-scrubbing feature, 170Literacy, authorship and, 127–129Live chat feature, website building,

38

Local.com, 8Logitech headset, 271Loopt.com, 105Love of learning, 303–304Loyalty of customers. See Customer

loyaltyLulu.com, 134

MMacs, video marketing and, 122Mailchimp.com, 169Mailing lists. See also E-mail lists

blog readers and, 45joining, 294

Management pride, websites and,32

Managing your reputation. SeeOnline reputation management

Marketing partnerships. SeePartnerships

Market Samurai tool, 61MarketWire.com, 99Martial arts school example, 112Massie, Mike, 112Mass media. See Media (news)Maverick Web Video LLC, 266“Maybe” leads, following up with,

282Mayors, on FourSquare, 198McGrath, Skip, 166McKinney, Jamie, 148Media (news):

author title and, 129becoming a celebrity, 18e-mail marketing and, 182influence of, 93media stalking, 45, 97press area of blog, 45, 95press kit basics, 95–96press release marketing, 62,

98–99, 147relationships with, 97

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318 Index

Media (news) (Continued )Twitter and, 155, 158world’s foremost expert title,

111MemberGate software, 42, 207,

208Membership sites:

author’s success story, xxi–xxiicommunity site building, 41, 42e-Bay story and, 237finding partners, 18, 217–218giving customers a voice, 207martial arts school example, 112

Mentoring programs, 267–268MerchantCircle.com, 8Micro Niche Finder tool, 61Microphones for podcasts, 272.

See also HeadsetsMicrosoft Office Live Meeting,

281Microsoft products, collaboration

and, 297Mobile marketing. See also Cell

phones; Smartphonesopt-in systems, 102, 103, 104phone use statistics, 101spoiling customers and prospects,

198website considerations, 31,

101–102Mobile pictures. See PicturesMonitoring your reputation. See

Online reputation managementMP3 file format. See also Audios

expert interviews, 228newsletter links, 185podcasts, 272–273teleseminars, 276

Mturk.com, 163, 286Music, royalty-free, 272Mute feature, teleseminars and,

276–278

NNaymz.com, 11Negative customer experiences. See

Customer feedback; Customersatisfaction

Newsletters:article swaps, 225basics of, 139–142content distribution strategy, 147e-mail marketing and, 181,

184–187podcasts and, 271three-way wins, 215

News media. See Media (news)Newstimeline.Googlelabs.com, 9199Designs.com, 133–134, 286Ning.com, 29, 42Note taking, 304Not-so-serious spam, description of,

169

OOdesk.com, 163, 286Official pages on Facebook,

151–152OfflineBiz.com, 104, 269–270Off-topic e-mail marketing, 186Old customers, contacting, 201–202101FreeMarketing.com, resource

page link, xxv, 98, 295, 298Online collaboration examples and

tools, 297–298Online directories, 64–67. See also

Google PlacesOnline forums. See Forums, onlineOnline leaders, in three-way-win

strategy, 213–215. See alsoExpert knowledge

Online reputation management:basics of, 1–3customer-attracting content,

16–18

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Index 319

defending your reputation, 10–11e-mail marketing and, 174free Internet access and, 6Google Alerts and, 9, 10–11great ideas overview, xixirrational customer service and,

21–29overview of book, xxvpartnerships and, 214, 217–218refund policies, 19–20reputation as salesman, 223supercharging your reputation,

5–9turning negatives into positives,

12–15Online videos. See VideosOpen-ended questions, in e-mail

marketing, 174OpenOffice, 122, 297Optimization of search engines. See

Search engine optimizationOpt-in systems:

for e-mail marketing, 170, 171,177, 180

for mobile marketing, 102, 103,104

Opt-out systems, for e-mailmarketing, 170

Organic search results, definition of,58, 62

Outlines for books, 133Outsourcing:

of e-mail management, 177options for, 286–288sites for, 163

PPageRank metric:

description of, 58–59swapping links and, 63website indexing and, 67

Paid search results, definition of, 58

Paper airplane video, 73PA (Perceived Authority), 41–42Parents, helping of as goal, 234, 235Pareto principle, 82Partnerships. See also Three-way

winsaffiliate programs, xxii, 137, 215,

222–223, 224article swaps, 181, 225bringing down barriers, 219–220cross promotions, 216, 224customer-attracting content, 18e-mail marketing, 180, 188establishment and success of,

xxi–xxiiexpert interviews and, 226–228finding sites for, 91–92, 217–218great ideas overview, xixincentive programs, 221–222influential customers and, 262joint ventures, 180, 216marketing synergy and, 217–218persona drawing exercise, 83prospects and, 211service providers and, 229website building and, 85

Pa-software.com, 273Past customers, contacting, 201–202Pattern guidebook example, 24–25PayPal, 39, 92Pay-per-click ads, 58PCs, video marketing and, 122PDF file format:

e-book basics, 135–138guitar pedal mods example, 144pattern guidebook example,

24–25Perceived Authority (PA), 41–42Personal names:

domain name selection, 68e-mail marketing, 174Twitter and, 156

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320 Index

Personas, identifying:community site building, 40drawing exercise for, 77, 82–83

PGeverydaySolutions.com, 17Phase 3 Marketing Inc., 285Philippines, outsourcing and, 287Photographs. See PicturesPictures:

contests using, 108, 210habits of marketing success, 51,

53inspirational, 304mobile marketing, 105, 106,

108press kit basics, 95reputation management, 6Twitter and, 156, 158website building, 38

Piracy concerns, 136–137Pizza shop example, 104Place names, targeted traffic and,

64–65, 68–69Plagiarism, Google Alerts and, 11Plain text in e-mail messages, 173Play, importance of, 196Pleasing everyone, as impossible,

291–292Plug-ins. See also specific tools

blog comments, 298blog content sharing, 45blog creation, 43–44membership site creation, 208mobile phones and, 102podcasts and, 272–273

Podcasts. See also Audioscontent distribution strategy, 147definition of, 271expert knowledge and, 271–273

Point of purchase, invitations at,182–183

Politics, as topic for businesses,245–246

Positive customer experiences. SeeCustomer feedback; Customersatisfaction

Postcard campaigns, 189Posture, podcasts and, 272PowerPoint, 122, 280–281PowerPress tool, 272–273Press. See Media (news)Press kits, basics of, 95–96Press releases:

basics of, 98–99content distribution strategy, 147sites for, 62, 99

Pricing, funnel exercise, 80–81Print media. See Media (news)Print on demand services, 134Prnewswire.com, 99Problem-solving, real-time,

203–204Productivity, exercise and,

195–196Prospect e-mail lists. See E-mail

listsProspects. See also Lead generation

business story and, 233–234customer-attracting content,

16–18e-mail list for, 168, 172, 178finding partner sites, 85, 91–92finding with eBay, 87–90,

181–182giving content away, 27–28great ideas overview, xixmultiple points of contact with,

174–175partnerships and, 211spoiling of, 197–198targeted traffic, 60, 82–83treating like family, 26, 173Twitter and, 156valuing time of, 15website building, 32–33

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Index 321

Protecting your reputation. SeeOnline reputation management

Prweb.com, 99Purpose of your business, 234–235,

259–260

QQR codes overview, 105–107Quality of content. See Content

qualityQuotes, inspirational, 304

RRamsby, Kevin, xv–xviRanking algorithms, 59, 63, 65Rankings, optimizing for searches.

See Search engine optimizationRanks on Facebook, 152Ratatouille (film), 261Real estate course example, xxiv,

27–28Real estate investors, article swaps

and, 225Real-time conversations on Twitter,

155Real-time problem-solving,

203–204Re-blogging, definition of, 44Recordings, audio. See Audios;

Telephone call recording;Telephone conference calls

Referrals:to competitors, 25fees for, 221–222partnerships and, 229

Refund policies. See also Returnpolicies

real-time problem-solving, 204reputation management, 19–20

Regional business focus:targeted traffic and, 64–65, 68–69Twitter and, 157

Registrars (domain names), 70Relationships, Leadership, and

Creativity (RLC) metric,289–292

Religion, as topic for businesses,245–246

Reminders:for past customers, 201–202for webinars, 283

Reports, special, 180, 290ReputationDefender.com, 11Reputation management. See

Online reputation managementResearch by customers:

content creation, 17reputation management, 2, 11selling yourself, 239targeted traffic, 60, 64

Resource page address, xxv, 98, 295,298

Return policies. See also Refundpolicies

great ideas overview, xixreputation management, 19–20,

21–22Retweeting, 50, 156Review sites:

reputation management, 3, 6–9,13

targeted traffic, 66Ringtone sales example, 136RLC (Relationships, Leadership,

and Creativity) metric,289–292

Roever, Dave, 242–243Royalty-free music, 272RSS feeds, 273

SSales funnel exercise, 77, 79–81Sales letters, 38, 146Sales pages, 38–39, 137

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322 Index

Sales strategies:affiliate programs, 222–223book writing as, 131–134e-mail marketing approach,

173–174, 177incentive programs, 221–222telephone call centers, 15treating prospects like family, 26,

173Sanders, Marlon, 191, 196Sashen, Steven and Lena, 113–114SA (Size of Audience), 42Satisfaction of customers. See

Customer satisfactionSchoemaker, Jeremy, 23–24, 136Schultz, Julie Anna, 26Scraping, serious spam and, 169Screen capture, Jing and, 197Screen savers, inspirational, 304Scripts:

for podcasts, 272for teleseminars, 278

Search engine optimization (SEO).See also Traffic, targeted

e-mail marketing and, 182overview of, 57–59, 62–63

Search engines. See also specific enginescontent creation and, 18content distribution strategy,

147domain name selection, 68–69e-mail newsletters and, 187finding partner sites, 91indexing of websites, 67press releases and, 98reputation management, 2, 3YouTube as, 72

Search.Twitter.com, 157Secrets, giving away. See Giving

away secretsSelf-deprecating humor, use of,

241–243

Selling yourself:accessibility as key, 256asking for help and, 250–251authenticity and, 239–240,

244–246controversy and, 245–246,

252–253, 254–255, 293creativity and, 257–258great ideas overview, xixhumor and, 241–243indispensability and, 254–255influential customers and,

261–262purpose of business and, 259–260serving and marketing, 249, 304X factor and, 247–248

Sendoutcards.com, 201SEO. See Search engine optimizationSerious spam, description of,

168–169Serving and marketing, 249, 304Shiny-object chasing, 275ShoeMoney business model, 23–24Shoe sales example, 113–114Shyness, video marketing and, 123,

265SilentJim.com (site):

domain name selection, 70–71e-mail marketing, 182squeeze page example, 35

SilentJimDotCom (account name):classified ads video, 90creative account names, 118, 183domain name selection, 71

The Silent Sales Machine (Cockrum),24, 25

Size of Audience (SA), 42SkipMcGrath.com, 166Small-dojo-big-profits.com, 112Smartphones:

contests, 210great ideas overview, xx

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Index 323

picture and video use, 108prevalence of, 101, 102QR codes, 105–107reputation management, 6, 8spoiling customers and prospects,

198website building, 101–102

Smiling, podcasts and, 272Socially influential customers:

business story and, 234identifying and rewarding, 145,

157, 199–200RLC metric and, 290selling yourself, 261–262tools for tracking, 199, 262webinars and, 283

Social media use. See also Facebook;Twitter

accessibility as key, 256authenticity and, 244–245business story and, 235free content and, 145giving customers a voice,

206–207great ideas overview, xixhabits of marketing success, 49hiring tips, 149humor and, 242power of social media, 149reputation management, 5–7, 9spoiling customers and prospects,

197–198, 199–200tool choices, 161

Social proof, testimonials as, 8Software compatibility concerns,

297Sony Vegas Software, 121Spam:

confirmed opt-in and, 170control of, 164–165, 168–169e-mail broadcasts and, 173e-mail newsletters and, 185, 186

HTML use and, 173types of, 168–169

Speaking engagements, arranging,270

Special reports, 180, 290Split testing, 39, 299Spoiling customers and prospects,

197–198, 199–200. See alsoSocially influential customers

Squeeze pages:domain name selection, 70, 71e-mail marketing, 171, 177, 180,

182–183mobile marketing, 105video marketing, 118, 120website building, 35–37

Starbucks, 149Step-by-step lists, 146Subscriber, definition of, 168Super Bowl ad, 242Surnames, domain name selection,

68SurveyMonkey.com, 193, 251Surveys. See also Customer

feedbackcontent creation and, 17e-mail marketing and, 175, 185,

193, 194in marketing success formula,

191membership sites and, 208tools for, 193, 251trends revealed by, 252

Swapping blog articles, 181, 225Swapping links, 63. See also Back

links, automation ofSwitchblade tool, 137Synergy:

e-mail marketing and, 182expert knowledge and, 270partnerships and, 217–218, 220,

224

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324 Index

TTacticalPaintballSniper.com,

178–180Target customers, identifying:

community site building, 40drawing exercise for, 77, 82–83

Targeted traffic. See Traffic, targetedTeaching. See also Expert knowledge

coaching and mentoring,267–268

as free marketing, 269–270teleseminars, 276–279webinars, 280–283

Telephone call center teams, 15Telephone call recording:

habits of marketing success, 51pizza shop example, 104reputation management, 8teleseminars, 276–279

Telephone conference calls:collaboration and, 298expert interviews, 228reputation management, 8teleseminars, 276–279

Telephone interviews:in teleseminars, 276–279tips for, 226–228training members for, 209

Telephone numbers:obtaining by questionable means,

102in QR codes, 107toll-free, 38for webinars, 281, 283

Telephones, mobile. See Cellphones; Smartphones

Teleseminars, 276–279Television advertising. See

AdvertisingTelevision media. See Media

(news)10X10X4 formula, 119–120

Terminology of e-mail marketing,167–171

Testimonials, customer. SeeCustomer testimonials

Testing of conversion rate, 39, 299Text marketing:

basics of, 103–104contests and, 210group texts, 300spam concerns, 102

Text reminders for webinars, 283Thank you/Invitation letters, 285Thank you notes to past customers,

201–202Thank you page, 39Three-way wins, 92, 213–215Tibet Super Bowl ad, 242Ticket brokering industry, 22–23Timelines, avoiding on blogs, 45The Tipping Point (Gladwell), 290Titles, using:

becoming an expert, 263–264calling yourself an author,

127–130power of titles, 146world’s foremost expert title,

111–112Toll-free numbers, 38Top 10 lists, title examples, 146Traffic, targeted:

domain and business names,68–71

Google, trying to fool, 57, 59, 66,74–75

Google Maps and Google Places,64–67

industry claims about, 55, 74, 75keyword marketing, 60–61online video and leads, 72–73press release marketing, 98search engine optimization,

57–59, 62–63

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Index 325

Transcription services, 133, 228Trust as factor:

brand building and, 289–290in e-mail marketing, 168, 174,

177global network and, 109, 110overview of book, xxvin partnerships, 215reputation management and, 7in selling yourself, 244, 247–248,

252–253T-shirts:

picture contests and, 210reputation management, 6–7

Tumblr.com, 44Turnbull, Stuart, xxiiTurning negatives into positives,

12–15TweetBeep.com, 11, 157Tweetmeme.com, 45Twilio.com, 38Twitalyzer.com, 199Twitdom.com, 157Twitpic.com, 158TwitScoop.com, 158Twitter:

accessibility as key, 256authenticity and, 245author title and, 130blog content sharing, 45brevity and, 50collaboration and, 298contests and, 210crowd sourcing and, 163e-mail marketing and, 155, 165expert knowledge and, 264, 270finding partner sites, 92finding your audience, 161following tool for, 97habits of marketing success, 49marketing basics for, 154–158media relations, 97

mobile marketing and, 105, 107power of social media, 149reputation management, 11retweeting, 50, 156spoiling influential customers,

199–200targeted traffic, 62

TwitterGrader.com, 199, 2612D codes overview, 105–107

UUnique Selling Proposition (USP),

236–237Unsubscribe links, 170

VVacation settings for e-mail, 172Vallone, Chris, 88Vegas Software, 121Verizon Web Conferencing, 281Viddler, video marketing and, 121Video cameras, 52, 121Video editing tools, 121Video playing tools, 121–122Videos. See also YouTube

brevity in, 50collaboration and, 298content distribution strategy, 147contests using, 108eBay classified ads and, 90e-mail marketing and, 167,

180–181, 184–185embedding and viral videos, 44experts and, 265–266finding your audience, 88great ideas overview, xixhabits of marketing success, 51,

52–53lawn sprinkler example, 148making videos go viral, xix, 44,

117–118, 159as marketing necessity, 115

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326 Index

Videos (Continued )mobile marketing and, 108overcoming fears about, 123, 265press kit basics, 95reputation management, 6RLC metric and, 290shoe sales example, 114spoiling customers and prospects,

197–198targeted traffic, 61, 72–7310X10X4 formula, 119–120tools for marketing, 121–122, 123voiceovers for, 123, 265webinars and, 280, 281

Vimeo, video marketing and, 121VIPs, e-mail marketing and, 177.

See also Socially influentialcustomers

Viral marketing:basics of, 159–160elements of viral videos, 117–118great ideas overview, xixhomeless disc jockey example, 123power of videos as, 115re-blogging and, 44reputation management, 6

Voicemail messages, 50Voiceovers for videos, 123, 265Voice-recording software, 133VOIP, webinars and, 281Volkswagen customization business,

87–88Vworker.com, 163, 286

WWaiting rooms:

mobile marketing, 105reputation management, 6

Wampler, Brian, 143–144WamplerPedals.com, 144Watchdog sites, reputation

management, 3

WAV file format. See also Audiosexpert interviews, 228newsletter links, 185

Webcams, 197, 266, 281Web design firms, site size and, 32Webex.com, 281Web form, definition of, 171Webinars, 280–283Weblogs. See BlogsWebsite building:

blogging for customers, 42–45community sites, 40–42crowd sourcing and, 163for e-books, 137lawn sprinkler example, 148questions for, 31–33sales pages, 38–39site size considerations, 31–32,

101–102squeeze pages, 35–37timing of, 85

Website names. See Domain namesWebsite partners. See PartnershipsWebsite traffic, targeted. See Traffic,

targetedWhy of your business, selling,

234–235, 259–260Williams, Evan, 154Williams, Ted, 123Win/win/win strategy, 92,

213–215Wooden, John R., 1WordPress:

blog creation, 43–44, 206lawn sprinkler example, 148membership site creation, 208mobile phones and, 102podcasts and, 272–273

Working out, importance of,195–196

World’s foremost expert title,111–112

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Index 327

WP–Touch plug-in, 102Wreath building business example,

88–89

XX factor in marketing, 247–248

YYahoo!:

finding partner sites, 91indexing of websites, 67trying to fool, 75

Yahoo! Local, 8Yelp.com, 8, 105YouTube:

business model of, 144classified ads video, 90collaboration and, 298content distribution strategy, 147e-mail marketing and, 185embedding and viral videos, 44experts and, 265

finding partner sites, 92finding your audience, 88habits of marketing success, 51,

52–53homeless disc jockey on, 123as keyword tool, 61love of learning as skill, 303overcoming fears about, 123press kit basics, 95reputation management, 6RLC metric and, 290shoe sales example, 114squeeze page example, 36targeted traffic, 61, 72–73trying to fool, 75video marketing tools, 121–122viral videos, making, 44,

117–118, 159

ZZappos, 21–22, 207Zero Injury Institute, 53

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