I missed wishing him all the best for St Patrick's Day....to be sure, to be sure - you didn't seriously think I'd go this entire case study without at least 1 "to be sure, to be sure" did you??! :o)
I hope it was a fine day filled with Guinness, song and dance.
This morning he mentioned a function that some supporters of the breakfast are having - Surekil Pest Management. When John did up the flyer for the function he forgot to mention the date of the function.
But that didn't matter at the breakfast this morning.
Turning A Negative Into A Positive
John soon turned that negative into a positive.
Because he'd forgotten the date he received some ribbing, so proceeded to mention the date of the function probably 10 times during the breakfast.
By the time he'd finished the guys at Surekil had fantastic exposure for their function and everyone was left in no doubt when the function was........April 11. And if John wasn't poking fun at that, he was poking fun at my wonderful (but ever-so-slightly out of fashion) sports jacket I wore (that's it to the right).
I set off on Friday morning to fly down to Sydney to start my charity bike ride.
I have a ton of clients who have helped out with support - sponsorship cash and products.
Just yesterday Peter, who sells TENS machines online, called in to offer me the use of one of his pain relief machines for the trip.
I used to use TENS machines on patients years ago when I worked in hospitals and they work by sending out an electrical impulse to stimulate the part of the body that needs stimulating.
They're fantastic for pain relief - especially back pain.
The TENS.com.au Domain Name
Peter's TENS site is a great example of being in the right place at the right time. Just as he was starting the business the domain name TENS.com.au came available and he snapped it up.
The best domain name possible at the minimum price.
Nice when it happens like that.
We register.com.au domain names for $100 for 2 years - if you're after one let us know and we'll take care of everything for you.
If you're the DIY type, try Red Back Hosting ($50 for 2 years) and Cheap Domain Names ($38 for 2 years). Both are excellent registrars in our experience.
# 1 in Google - 20,000 visitors from Google. # 1 in MSN - Sent 2,000 visitors. # 1 in Yahoo - sent 1,000 visitors.
Sure, these proportions will vary with different niche markets, etc - but it is a fact that Google can be a lot, lot more important to your online business than the other search engines combined.
The first thing to do is have the price in the right currency.
If you're selling mostly to the US, then you have to use US $.
I once made a client's sales zoom from 0 to lots by changing just 1 thing on his site - the currency displayed in his shopping cart. I ADD US $ after the price.
He hadn't made a sale in a year. He had his first sale literally minutes after we made the change.
He thought I was a genius. (Just shows you can fool some of the people some of the time!)
I've just had an an email question from one of my readers of the SitePoint Tribune.
The question was in regard to dealing with people you don't want as customers:
"So, how do you tell the prospect to go jump in a lake ... tactfully, of course? :)"
My Email Response
Hello Alicia
Thanks for your email and question. I appreciate them both!
Unfortunately, at this time, due to a tremendous amount of emails I'll be unable to provide you with an answer or a solution to your question within an appropriate timeframe.
As you know, we're committed to providing absolute top quality service - and I appreciate you recognising this through your enquiry.
We would not wish to compromise your business by providing anything other than our best, so reluctantly we'll have to pass on providing assistance at this time.
There is really no one I know who we can refer you to answer your question.
Thanks again Alicia and all the best for the future.
============================================= How's The Above For "Go jump in the lake"?!
I tried to get in there that we're very busy because we're so good, that you made the right decision to contact us because you recognise great quality and that no-one else is as good as us.
Then I've said "Go away" right at the end quite nicely.
The site was # 426 in Google. Now, just 26 days later:
Google - # 15
Yahoo - # 2
MSN# 38
And a few people have been commenting and providing some ideas - which is great.
A Gem From Dave
My online pal Dave Starr (GPS Tracking guru) has done just that - and has given a gem, a diamond in the rough, a stroke of genius!
On this post, Dave comments (I have edited slightly):
".....on the main Google SERPs page what should be the first two or three 'real" results are taken up by a nice mapping application served up by; http://maps.google.co.uk/maps and apparently driven by the local Yellow Pages publisher?
(Click the map to the left to enlarge)
This map 'steals' several results and appears to be strictly driven by the distance a business is from Belfast City center.
I notice on Seamus's site (see Seamus' contact details below) his complete contact info, which is good.
If you follow the trail with Google maps, there may be more specific data being shown that Seamus really wishes to show.
A thought that could combat both issues is:
do a cost benefit think-through on a "virtual office" or "mail receiving" service in the heart of the city, and
the cheapest Yellow pages ad that will get "on the map".
================ Change Address, Take A Yellow Pages Ad & Get To The Top!
What Dave is saying there is that if Seamus changes his address details to being smack bang in the middle of Belfast (by using a mail receiving service) and takes a Yellow Pages ad with those details, then he could be one of those very first results next to the map!
And, in some places, it looks like you don't have to be in Yellow Pages - you can just enter the info direct to Google Maps.
Brilliant thinking.
Easy, cheap and it just may be very, very effective.
And David Williams - one of our long term clients who has a site selling long distance cycling, running and racing nutritional products (like the gels to the left) - has been kind enough to donate 10% of all sales for the next month to the Bike Ride.
I know David's numbers and I know 10% is a lot! :o)
Dave Davis is the man behind these search engine specialists firm in Ireland and whose main site - RedFly Studios - comes up # 1 when you search Google for "web design Ireland".
(Note: Depending on various factors, you might see the site at anywhere between # 11 and 19).
Here's Part 4 In The Video Series
================================ As I mention in the video, Seamus' rankings went up BFEORE Google had even looked at his site:
From: Tailored Consulting [mailto:brendon@tailored.com.au] Sent: 21 February 2007 23:43 To: Seamus @ INSPIRED Subject: Interesting analysis ahead
Hello Seamus
Here's an interesting one.
Your site has increased from # 496 to 175 for 'web design belfast'.
The interesting bit is that Google.com/webmasters tells us the site hasn't been indexed since Feb 6.
And the title tag showing is the old title tag.
Which is consistent with the site not being indexed since Feb 6.
Conclusion
Whilst Google hasn't spidered your Home Page it appears it has counted the new links and given you a boost because of them.
So more links with the keyword/phrase in the anchor text (words we use to link to your site) = higher ranking for the keyword/phrase even though Google has no idea what's on the page.
So, in theory (and in practice) anchor text impacts very strongly on search engine rankings.
And when Google spiders the Home Page your ranking will get another huge boost (I'd think top 50).
I touch on the importance of links to your site helping your search engine rankings - as I'm sitting here capturing the video, Chris Hooley (who has the excellent Chris Hooley's - Think Bait site) wrote about how he helped out a friend's web site with a simple blog post.
As Chris says, "...the appropriate use of anchor text, page titles, and content" is what's important to help a site get ranked for the targeted keyword or phrase.
If you link to the pool site with the words "Arizona pool builder" that will help that site rank for the term "Arizona pool builder" - almost regardless of what is on the page.
Why Inspired Now Ranks Higher For "Web Design Belfast"
Same with Inspired eBusiness - we've linked to it mainly with the term "web design belfast" - and thus, it now ranks higher for the term "web design belfast."
If you link top someone with words "click here" then that help that site to rank when someone searches for "click here"!
We have an ugg boot web site that is an affiliate site - that is, we refer visitors to sites that sell ugg boots and get a % of sales made to these visitors.
We are in the process of changing the site from just focusing on ugg boots, to include recommendations on cowboy boots, women's boots and Timberland boots.
Mel is managing the site and has been wondering which cowboy boots she should recommend. Her thinking has been to recommend the high end boots that sell for $200+ US.But we need to also consider cheap shoes. Boots that sell for just $25.
Because even though these boots give us 1/10th of the commission, it's an easy argument to put forward that we could well make 10 x the sales of the more expensive boots.
I Don't Know The Answer
The thing is this:
even though I'm an Internet expert and have tested hundreds of different aspects with web sites,
even though I own and manage many successful online sites, and
even though I have a solid 8 or 9 years of online e-commerce success
I truly don't know what would be best.
But I do know this. I know how to find out what would be best.
Where To Find The Answer
The solution is simple - and it's what every web site must do.
The solution is to test what works.
Test expensive shoes.
Test the cheaper shoes.
Do multivariate testing - i.e. put expensive, cheap and middle of the range boots on the site together.
Because the only truly measure is what works. Then do that. Simple.
Of those, I think the only really 'safe' place to get links is from directories. Because directories have been developed to provide a useful resource for visitors.
Sure, some of them are now nothing more than glorified link selling operations, but Google has moved to devalue links from dodgy directories.
Buying Links Will Cause You Harm
The other sites will, I believe, come to cause your web site harm.
How?
Easy. Google doesn't like what it sees as an artificial attempt to boost your web site rankings by buying links to your web site.
The day may well come when Google blanket bans or devalues the sites using the services I mention (there are tons of the above services, I've just mentioned the big ones).
There is no better (or should that be "worse") example of a site actively going against Google's wishes than PayPerPost. This is where bloggers will mention your web site for ca$h.
Even though disclosure by the blogger is (now) required, it's a pretty cynical attempt to (at least partly) game Google.
As such, I feel sure Google will move to close down the value of links coming from sites such as that.
The Best Way To Get Great Rankings
The absolute best way to achieve high search engine rankings is simple - develop a great web site with great content. That'll get links. And that's get rankings.
Now this site isn't really about running.....but it is about showing you stuff about making money online. And here's a simple example.
Listen To 1 Minute 16 Sec Audio For How I'll Do It
It's incredibly easy to make money from the simple fact that this page gets 10 visitors per day looking for information about the Gold Coast Marathon, and, whilst it won't make me a fortune, every little bit helps.
There are a few free web site statistics package about - Google Analytics being, I believe, the best free one by a mile.
If you use a free stats package on your site - be careful.
You see, I've just been sitting here with a client reviewing search engine ranking strategies. My client is currently # 11 for his main targeted keyword.
We wondered how many visitors the site at # 1 would get.
A quick look at the site that held #1 soon told us.
At the bottom of the page was this icon on the left - this led directly to every single stat that has been tracked on this site since 2003.
My client now knows this about his main competitor:
65% of the traffic to the # 1 site comes from Google.
The site receives 100 visitors per day.
And much, much more.
All because an old, free stats program required the display of the logo on the site.
Be careful. Don't show sensitive competitive data to every person who visits your site.
It can be critical these days to secure the domain name you want for your business before you even register your business name.
Here are 2 reasons why:
1. A client has a business with a very local specific and distinctive name.
The .com version of the domain was taken - the owner of the domain (that is just being used to display ads - the owner is just waiting for offers) wants $8,900 US for it.
2. If you do look at the availability of a domain name and decide to buy later, domain name registrar companies know you're looking at it, can then register it and then get you to pay an inflated fee for it when you come back to buy.
"Ha! Looks like I'm the lowest; but when you think about it, the lowest is actually the hundreds of people who've donated $0.
I'll issue a challenge to those people!!!
If you can only afford $5 or $10 (or anything less than me), I'll match your donations up until I've donated $50 (I'd love to go higher, but I'm really not in any position to do so).
Start donating!!! Even if you can only afford a few bucks, those donations now count for double."
So if you can donate a few $ to the ride, then that's fantastic. And now it's doubly fantastic because Tom will match it!
Thanks Tom. C'mon and let's spend Tom's $50!
Great Community
That's the thing about web businesses and blogs and forums online. They build a bit of a sense of community.
I kind of get the feeling that the people who visit here regularly and comment here are like workmates. And like workmates and friends, you want to help them out.
Which is great.
Tom mentioned to me today that he's off to Ireland for a couple of months later this month. I have another online mate there - Seamus of Inspired eBusiness. I might get to Ireland and have a Guiness or 3 with the guys!
How Palm Beach Scouts Made Money - And An Example Of Karma
As regular readers might know, I hold the lofty position of President of the Palm Beach Scouts!
My beautiful wife Mel does lots of the fundraising.
On the weekend Mel organised a Sausage Sizzle at the local camping store - Anaconda - probably the Gold Coast's best camping store.
We sold Sausages, soft drinks and raffle tickets.
How To Sell More Of Everything
Here's Mel's tips for selling more Sausages, drinks and raffles tickets:
1. Ask - people are much more likely to buy stuff if you ask them to.
2. Ask current customers to buy more stuff - when someone buys a sausage ask them if they'd like a "Nice cold drink too - only $1."
3. Price right - a sausage was $2, a drink $1.
If the customer proffered a $5 note then ask them if they'd like their change or if they'd like to buy a raffle ticket ($2).
In the majority of case, when a cold drink was offered as the upsell the customer bought. When a raffle ticket was offered instead of change, the customer bought.
Look The Part
And when you're selling raffle tickets for your Scout Group it is important to look the part. That is, your Scouts need to be wearing their uniform and looking cute!
There is fantastic goodwill towards kids in Scouts and people were incredibly generous to us over the weekend. And, thanks to Anaconda allowing us to have the Sausage Sizzle outside their busy front door, we've been able to raise almost $2,000.
And that's a lot for your local Scout Group.
And The Winner Is..........
The guy I'm doing my Sydney to Surfers bike ride with is David Summers. I was talking with David on Sunday and he mentioned he needed to buy some camping gear for the ride.
I mentioned that the Mel was up Anaconda, so he said he'd call in and say hello and see what Anaconda had that would be useful.
Raffle Prize Was $100 Anaconda Gift Voucher When David came up for a sausage he also bought a raffle ticket. The prize was a $100 Gift Voucher to Anaconda.
At the end of the day the winner was drawn by one of the Scouts.......and the winner is (out of 300 tickets sold) David Summers!
So David, who is raising money for his bike ride to help others out, goes along and helps the Scouts out.
And wins enough to buy his tent and sleeping mattress.
That's pretty much where the comparisons ended ......................until 2 pm on Friday!
"Brendon, Do You Want A New Trek?"
Roger, the owner of Palm Beach Supercycle - the local bike shop - rang me on Wednesday.
"I've been reading your blog and the Sydney to Surfers ride seems like a terrific cause. I'll throw in a brand new Trek 5000 Carbon Fiber bike for you. It'll help you a lot more than what you're riding now," he said.
".....Like Riding On A Cloud"
I went in and got measured up.
I picked the bike up and went for a fairly short ride - 10 km.
The difference between the Trek and my old bike is unbelievable. Riding the Trek is like riding on a cloud.
Uphill is a breeze. When you push hard this bike really rockets along.
Downhill is at least 10% faster - I went down a hill I usually do at 65 km/hr - did it the exact same way and did 72 km/hr on the Trek.
The Trek is so light it simply defies belief.
I did a 104 km ride yesterday - it had a climb of 22 kms up a rather large mountain called Springbrook - and the Trek was a dream to ride. It's almost like it wants to go faster than I can make it go!
The Trek In My Office
Thanks Roger!
Roger used to be the Head Mechanic for the Australian Triathlon Team and really knows his bikes - and this Trek 5000 is a beauty.
Thanks Roger.
I still can't believe it.
Cheers
Brendon
P.S: If you'd like to donate to the ride you can do so by clicking this button:
Mel sent out a letter to some friends this afternoon:
===================
Hello
As you well know, Brendon Sinclair is one of Australia’s greatest living (and most modest) sportspeople.
As he is an athlete of incomparable talent, determination and just plain courage I’m sure you, like many Australian’s, look up to him in awe and thinly disguised desire to be him.
This is entirely understandable. I'm married to him and get to live the dream each and every day! Woohoo!
Today Is Your Lucky Day!
You can align yourself with Brendon by sponsoring him on a charity bike ride. Yes, Brendon is riding his pushbike from Sydney to Surfers Paradise as part of the “Sydney to Surfers Cycle Tour” starting March 24, 2007.
He’ll cover approximately 1,000 km over the course of a week.
All funds raised go to the “Youth off the Streets” charity which is part of Fr Chris Riley’s well known Sydney charity. The ride is organised and managed by the Engadine Rotary Club.
If you would be so kind as to sponsor Brendon you will receive:
A receipt,
His commitment to stop talking about how good he is, and
The knowledge that you have helped someone less fortunate than yourself.
To donate to this most worthy cause (he has to raise $1,500 by the ride date) simply:
ring me with a credit card number, or
fill in the form attached and fax/mail back, or
send cash, or
send a cheque.
Any amount would be greatly appreciated.
All donations are tax deductible of course. Thanks and have a great weekend.
Mel
P.S: Have a guess who wrote most of this email??! ===================
Not A Bad Example
Now, that's not a bad example of a decent direct mail campaign.
It grabs attention and is quirky. Obviously the tone of the letter wouldn't work with people we didn't know well.
It states a problem.
It offers a way to assist in fixing the problem.
It gives options on how to assist.
Did It Work
Did it work?
Yep.
About 5 minutes after the letter went out (75% sent via email), Mark and Matt from SitePoint kindly donated $500.
Thanks guys.
Cheers
Brendon
P.S: Your direct mail doesn't have to be absolutely perfect. It can be weird, funny, quirky, different, have grammar errors, etc - all depending on your target market.
The one thing a letter does do is get you top of mind.
And when you make an offer, some people say "Yes".
Although I don't think anyone else in the universe will now come out and say "Oh my god, I'm not wearing ugg boots - I didn't know they were made from sheepskin!!"
But Is That The Real Reason Pamela's Not Wearing Uggs?
Is the fact that ugg boots are made from sheepskin the real reason she's stoped wearing them.
Because further on down on her web site is this:
"I'm looking for alternatives myself for my boys and the men in my life! I'm designing some right now for my family and will try and have some available on my website soon."
Could it be that Pamela's not as dumb as she seems?
Could it be that she's an expert media manipulator?
Luca Magnani, developer of the "Bookmark Converter" program and owner of a web agency in Rimini has kindly donated $33 for my Sydney to Surfers Bike Ride starting Saturday morning.
