by Martin Avis
The final interview in this series is with an English Although he doesn't seek out the company of his ex Doesn't that sum up this Internet lifestyle? 'If only I BizE-zine: What pushed you to give up teaching - and AF: I started working life as a Physical Education and My brief spell in academia was enjoyable, but when I So I took the best decision I ever made and moved part- BizE-zine: Do you ever miss teaching? AF: No! I think after you have been in the real world I do run a junior football team and scout for BizE-zine: How did you move from sales to the Internet? AF: In 1998/9 my business was bought out. After a So, I took selling web sites into my own business. BizE-zine: What happened next? AF: Web sites became very tough to sell after the dot- My solution to this was to write an ebook/course, which BizE-zine: Looking back, do you know of any of the AF: Well I am bound by a confidentiality agreement (I BizE-zine: Was your book an immediate success? AF: The book has an asking price of $97. In the latter Sales still roll in for the book almost daily. But it's I now consult for a large web designer on new business BizE-zine: So you started making a profit online from AF: That's the beauty of an info product - it is almost But it's the best thing I ever did because of the doors It took me well over two months to write. But it is a Selling an ebook at $97 that still brings in regular BizE-zine: Can you suggest some basic pointers for AF: Concentrate on copy, NOT design. By far the most I have recently compiled emails to cold personalized Quality of copy is the key to success. Definitely. If you can't write, cut a deal with someone who can. If you have the right product or service and want me to BizE-zine: As a writer yourself, which ebooks or AF: I have spent a lot of money on ebooks over the BizE-zine: How do you go about getting targeted traffic AF: Targeted traffic? Without doubt, joint ventures. BizE-zine: Lots of people talk about JVs - how do you AF: I take a lot of time to ensure I contact the right Alexa also has an excellent links service that provided I'll then do a whois search to find out the contact That's for web sites ... ... for e-zines, I'll go through the directories for THEN it's all down to the copy! If I sound like a worn BizE-zine: What has been your biggest mistake? AF: Letting my soon to be ex wife be in charge of the But other than that, I have made some poor partnership BizE-zine: What software do you use and recommend? AF: These are things I use most: Ebook creation software: http://www.ebookcreator.com. I Copernic.com for research (free download). Cant be Alexa.com (free download) This ranks web sites BizE-zine: How do you see your online business AF: I was waiting for this question! I am working on a And even more importantly, instantly turn as little as I will show them step by step how to do this as I have. The details are just about to be announced for the They have also had to contend with the 'big Internet This has meant that sales resistance has increased many Small Business owners are subconsciously screaming And, because of this, they have developed avoidance The numbers game for sales just doesn't work any more: 5 years ago, you may have had to knock on 50 doors for But I have developed a system that cuts through all Mix the New Reality with a concept whose time has BizE-zine: What would you say to someone who has just AF: Don't try to rip up trees when starting out! A lot of people are suckered into writing their own
marketer by the name of Andy Frain. Andy is a 40-year
old ex-teacher who lives in Shropshire, deep in the
heart of rural England.
teaching colleagues, he says, "Old colleagues I now
occasionally meet are envious. I wish I could have a
pound for every one of them that says,'if only I had
the guts!'"
had the guts.' Well, the twelve people that we have
talked with in this series have all had the guts. And
now they are all reaping the rewards.
what did you move on to?
History teacher in a very tough Senior School in
Birmingham. After injuring my back fairly severely I
had the opportunity to do a Masters Degree (in the
Philosophy of Education of all things.)
went back to teaching for a year, I decided it wasn't
for me. It wasn't the kids. I loved them no matter how
tough they were. It was the politics and the eternal
BS. I'm sure I made the right decision because I
believe the situation is even worse now.
time into direct sales. I started selling to
individuals in their homes and progressed to Area
Manager within three months - earning three times my
teaching salary. Within two years, I was Sales Director
responsible for Corporate Accounts. I suppose I am one
of those people with a natural ability for sales.
of business for a while, you see teachers as being
petty. They do a very important job, but boy do they
make it more difficult than it needs to be. In any
case, my soon to be ex-wife is a Head teacher - so I
have had my fill of teachers!
Birmingham FC's academy in my (spare?) time, which
means I still fulfill that desire to help kids
period of contemplation, a friend made me an invitation
and I wound up selling web sites. I knew nothing! Not
one end of a PC from the other. (Some say I still
don't). But I could sell and it was a 'flops' period in
Internet development because of all the hype. 'Flops'
are people with their check books out before you get
there. A fair percentage of people WANTED a web site
because of the hype. It was very easy at first for an
accomplished salesman in this environment.
bombs hit in 2000. The environment totally changed
after the initial rush. Sales resistance ruled. This
was further strengthened as business people started to
realize that web sites were not the panacea for
business that all the hype promised. Of course, the
fact that the average businessperson was being
contacted several times a day by wannabe's and
professionals alike offering to 'build a site' just
made it harder.
launched in September 2000. It was called 'How to Sell
Web Sites Like Wildfire' and directly addressed the
sales resistance problem that was cutting web designers
income.
people or businesses who you sold sites to in the
heyday, that actually made successful web businesses
with them?
sold my web design business), but there are two that I
am very proud of. Both of them have offline promotions
that drive traffic to their sites. They do VERY well.
part of 2000, it accounted for 90% of my income. The
same was true for the first few months of 2001 as I
took on several joint ventures. Eventually, sales
started to plateau but by then I was getting offers for
other opportunities.
the on and offline spin offs that came from writing the
book that account for income today so actual numbers
sold are only a small part of the equation.
sales. Also, I get frequent requests to write copy for
sites and offline campaigns on a profit share basis. I
also have web site 'projects' where I consult offline
businesses on how to get the best out of their web
sites.
the very start?
instant. Apart from the length of time it takes you to
write a comprehensive, quality, 250-page ebook!
it has opened for me, and the contacts that I have made
all over the world.
comparatively high priced ebook/course with a great
deal of content.
income nearly 2 years later has proved a good model for
me on the topic of my expertise.
people who are setting up their own web businesses?
What must they do, and what should they avoid?
useful skill you can have is mastering direct,
emotional-response copywriting. In other words, being
able to get into people's heads and make them WANT your
offering. I am getting better at it. Seriously. But it
has taken a while.
prospects that have achieved a massive 20% response.
And, as Martin knows, a recent offer of mine received
an astonishing *80%* response rate!
You have to be able to MOVE people. Beg, steal, borrow
or barter with a good copywriter because without
emotionally directing prospects you will sell
diddlysquat! (That's colloquial English for not very
much.)
look at it drop me a line. If it's exceptional I will
consider a profit share with no up-front fee. You'll
never know unless you ask!
courses have you read that have really helped you?
years. I am a big fan of Marlon Sanders, Gary Halbert,
Dan Kennedy, Jay Abraham, Bill Myers and Jim Straw. But
the one I really rate is Gordon Alexander. He has a
wealth of knowledge. I am in the process of learning to
be effective in print as I am in direct sales. Remote
Hypnosis, by Gordon, is a masterpiece in my mind. It's
ridiculously low cost for the gems it contains. Gordon
and Gary Halbert are my favorite copywriters.
to your site?
When you are dealing with a tight niche market, often
the quickest route is to use those already there.
go about seeking them out?
people in the first place. Quality research is key. I
use Copernic originally and then Alexa which
automatically measures traffic to web sites. If they
are not ranked in the top 100,000, I don't investigate
any further.
prospect after prospect for me on potential jv
partners.
details, if they are not on the website. If I still
can't find out the details, I'll often phone and ask.
the biggest readerships in my niche.
out record it's because it's true. If you can't get
inside your prospects head and get him to raise his
hand, all the hours spent researching are worthless!
finances! I am still recovering from that one.
choices. Although I am trying to be much more careful
these days, I do have a tendency to be too trusting. A
fairly well known marketer still hasn't paid me for the
rights to my book after over a year.
use this for a multitude of things including:
+ Special reports that can't be copied
+ Cloning web sites for promotional purposes
+ Sales letters that either expire or need access codes
+ And of course, ebooks.
recommended highly enough
according to Alexa usage and is an excellent guide to
site traffic to find joint ventures etc.
expanding in the short term?
project at the moment that involves Local Email
Marketing. It's exciting because I have found a way
whereby people, even without sales experience, can
easily find clients from their local community
one client into an instant four-figure income.
It really is very simple to do.
first time at http://www.hype-free-zone.com but
essentially, small business owners have had 'sales'
people to the back teeth! They are now approached by a
cold call several times a week or even a day.
lie' ... that web sites will earn PROFITS. The figures
available indicate that 95% of web sites for offline
businesses don't generate enough income to cover their
hosting fees! So much for the information-age gold
rush.
times. Even since the publication of my book. The
Internet and web sites are full of BS sales pitches.
Every time a businessperson switches on their PC,
television or radio they are bombarded!
'ENOUGH IS ENOUGH!'
tactics to break through all the manipulation and
learned scripts. They have become a match for even the
most professional sales person.
two sales. Now it's 500 or more! And it's getting
worse.
this. It automatically gets business owners to trust
you. And once they trust you, I have a system of
leverage that will multiply your business quicker than
you ever thought possible. I call it the New Reality.
arrived (Local Email Marketing) and the boom will
follow. Guaranteed!
discovered online marketing and is looking to take his
or her first steps?
ebook or other big project. My advice is to become an
affiliate first of a proven product. We are only
scratching the surface of the Internet so don't worry
about competition. There are always niches that have
not been touched
BizE-zine: How would you suggest they select a good AF: RESEARCH and ask personal questions! If you have trouble deciding on a project, email the Use this experience as your 'Internet University' You have three choices if you want to succeed: 1. LEARN how to sell if so visit: 2. Get an expert so sell FOR YOU. Again, visit and decide whether copy of that quality could sell your 3. STRUGGLE! If you want me to consider selling your product or ____________________________________ About the Author
Martin Avis is a management and training consultant.
affiliate program?
originator and see whether you get a helpful reply. Ask
them whether they can put you in touch with their
highest earning affiliates personally. Then talk to
those affiliates to ascertain their validity and
integrity.
before creating you own master plan, and keeping all
the profits.
http://www.sellmoresites.com
http://www.sellmoresites.com
product or service
service, drop me a line at andy@sellmoresites.com
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