Diary of an Ad Man

April 8, 2016

“ THE CASE AGAINST SEARCH ENGINE OPTIMIZATION ”

SPECIAL REPORT:

“ THE CASE AGAINST SEARCH ENGINE OPTIMIZATION ”

Here is what I told a big shot Venture Capitalist about why he was getting no results with his online marketing. This message could apply to many, many web site owners and marketers. That’s why you should read this entire message. It may contain the key to a new level of profits for your business in a quick way.

Please pass this special report on to any web site owner you know.

FROM: Marketing Consultant and direct response copywriter Linwood Austin

Dear Friend,

I SAID TO THE GUY– How long have you had your web site up and running? One year? Two years? Five years?

You know in your heart it’s just not doing the trick for you, right?

You know something is wrong… but what?

You know that somewhere… there has to be someone who can figure this stuff out.

FIND THE MAN… is what you’re secretly screaming out every time you have to talk to your “web site developer”… or computer graphics hack.

FIND THE MAN… is what you want to do every time you see some post on LinkedIn or industry trade journal that half-way hints that someone might know something about “SEO”… or “Hi, I’m from Pakistan, I’m here to help you”…

You know you want to scream… WHAT’S GOING ON HERE?

Your web site sucks. It looks good BUT It’s not bringing you the cash you know it should.

Your web site sucks. You’ve got a bazillion competitors jacking around trying to white hat and black hat google for rankings and traffic.

Your web site sucks… you’re tempted to BUY traffic… but you check the PPC bid per click and the prices seem OUTRAGEOUS!!!

(HINT: Some prices for PPC are OUTRAGEOUS. For example: There are some search terms that you must pay north of $20 or more for. $20 for a click is way too much for some marketing situations. Let’s say you have a budget of $1,000. And you pay $20 per click… you’re only going to get 50 peeps—50 sets of eyeballs looking at your site. BUT—BUT—BUT—if you use that $1,000 advertising budget in a direct mail campaign… and it cost you in postage, printing, paper, etc. $1 per piece mailed out… you’re going to get 1,000 people to see your sales message, not a mere 50 from that spicy PPC campaign.)

(DOUBLE HINT: Go back and read that paragraph again. It’s important.)

Do you want to know the truth ABOUT your web site marketing—search engine optimization – and why you’re not making money?

I’m here to tell you.  

If you’re a smart business operator… You should… know EXACTLY why your web site is stuck with no traction… I’m going to tell you and give you the tools you need to fix your web site and to get it ranking HIGHER, HIGHER, HIGHER… THIS will help you get the traffic you want and the sales you want… and live a happier, wealthier life.

Here’s the deal.

I provide a unique and powerful analytical service that breaks down everything you need to know about your site.  See for yourself what is working in your favor and what is hurting your sales. I’ll tell you all the things your ‘web site developer’ cannot or will not tell you.

I tell you what’s broken so you can fix it. I tell you what’s working exceedingly well so you can do more of it.

I provide this service for an amazing low price for all you’re going to get.

In a moment, I’ll tell you some of what you’re going to get and why it’s important. I’m going to use some terms you might not understand… but wade through it all. It’s vitally important that you stop what you’re doing and give me permission to look at your site and give you report after report… telling you what’s going on and why.

Nothing could be more important than getting your site analyzed right now. Profits are at stake. Income is on the line. Competition is not out to “play fair”. Yes, everyone wants what would seem to be like an “unfair advantage”.

I’ll give you that advantage. But first I want a commitment from you that you’re going to put the information to use and actually CHANGE things NOW.

I’m going to analyze your site and give you six reports.

#1. The first report gives you a STRUCTURE Audit of your site.

#2. The second report shows you a BACKLINK Analysis of your web site.

#3. The third report gives you a Keywords Analysis, their rankings, and visibility across the universe of the web.

The next three reports will be all about your keywords… your adwords… what kind of competition you’re facing from your competitors… what kind of prices others are having to pay for them.. and how many monthly searches are being made for each keyword you target. These three reports use the same information…but each one is sorted and ranked so you can quickly and easily see for yourself HOW you need to focus your time “blogging”, updating your site, making videos and using social media for every keyword… PLUS

…You can also see if you want to BID on various keywords… compared to what your competitors are bidding… or compared to how much you might pay in a DIRECT MAIL campaign OR other marketing efforts.

You see… I don’t have any “skin in the game” like your web site developer does. I’m an advertising man. I’m an old school direct response advertising copywriter. That means IT DOES NOT MATTER WHAT MEDIUM YOU USE… as long as it pays off with ROI (Return On Investment)— that makes sense to you. If you use Billboards…I don’t care. If you use direct mail… I don’t care. If you use PPC… fine. If you use so-called “word-of-mouth”… that‘s OK by me. As long as you’re getting a decent price on—COST PER LEAD and COST PER SALE. That is the only “cost of advertising” that really means anything. Cost per lead and cost per sale.

OK… This is an unusual service that hardly anyone else will do for you. Mostly because no one knows how. Nor do they know WHY it’s important.

It’s important because we want to help you prevent throwing money down a rat hole and turn our whole marketing budget into a MONEY MAKING MACHINE… a marketing budget that’s an ASSET… not just a EXPENSE.

Before I explain more about what will be in your reports… let me say this…

If you don’t do this… if you don’t hire me to snoop around your web site… you’re silly and foolish. You’re condemning yourself to go on flushing more and more money down that stinky rat hole called “internet marketing”… And “search engine optimization”.

I think we’re all done with the “fad” aspect of internet marketing. It’s time now to make the web pay up or shut up. Give me the opportunity to peek under the skirts of your site and give you a complete sketch of what’s going on under there.

The cost to you is a measly $1,495. I can’t guarantee you’re gonna like what you see. I’m not going to pussy-foot around with you. I’m going to show and tell you what’s hurting your site… warts and all.

The valuable thing about this service is this— you’ll know exactly what to tackle first to fix things to make your site start SKYROCKETING in the search engines… and start making you some FRESH, NEW money.

PLEASE NOTE: I’m not going to analyze THE MESSAGE of your site. I’m just going to analyze the way google and the other spiders see your site. If your message converts the visitor to cash… that’s WONDERFUL… but that’s not the purpose of this unique analytical service. We can talk about that later. But for now.

HERE’S HOW IT WILL GO–

FIRST, I will go look at your web site… and analyze it 52 ways from Sunday. And I’ll give you a complete report showing you what no one else will show you. Not even your web site developer.

(Why won’t he/she show you? Because you might just FIRE THEM… when you are armed with the knowledge of how bad your site really is.)

VITAL POINT: I’ll tell you everything you need to know about YOUR SITE—the good, the bad, the very, very UGLY.

I’ll look at your structure… your PR rank… your Alexa rank… your Compete.com traffic… your DMOZ listings. And more.

I’ll check your domain internet bookmarks…. Your domain social mention popularity.

I’ll look at your CRAWL STATISTICS… and see what google sees, what yahoo sees, what bing sees.

Are your web pages “available to crawl”… or do the search spiders choke on the errors in your site?? I’ll tell you what percentage of pages on your site are good and what is dragging you down.

I’ll tell you if you have missing code… tags that are too long… duplicate pages…duplicate content… or lousy descriptions that push visitors away.
I’ll tell you if you have restricted and broken rules on your server… and more.

I’ll tell you how many errors and how many warnings your site has.

I’ll tell you which pages on your site have good PR or lousy PR rankings.

Do you have “follow” links all over your site… or “no-follow” links? You should know this.

Valid links? Or broken links?

And speaking of links… how many links have FULL SEO value? And how many are useless?

Do some links pointing to your site come from a domain that hurt you by association? It’s possible.

Exactly how many pages show a 404 or 500 server error?

Do you have backlinks from unique domains? If so, how many?

Are backlinks coming to you from sites that are old enough? One year? Two years? Five years old? You’ll want to pay attention to all of this. It’s vital to your present and future cash flow.

What part of the world are your backlinks coming from? China? The USA? Canada? Russia? Turkey? It could be very important to your ranking, your traffic and your cash flow.

Are your backlinks coming from DOT COMs… or some other domain type? You should know. Google knows. And they care. – Better believe they care.

Now what about your IMAGE links? Do they have winning descriptions?

Are the links in your site DOfollow or NOfollow?  If you don’t know – I will show you…and show you why it’s important.

Next—we gotta research all of the ANCHOR TEXTs connected to the links coming to your site. Understanding your ANCHOR TEXTs and the right way to use them holds more keys to your success.

Which leads us to check out the KEYWORDS in your backlink anchors. What are they and what do they prove to Google about you?

Stop… take a deep breath. Because NOW we need to look at your top back links by their LINK VALUE. Are they helping or hurting you? Is there any “link juice” to be squeezed by these links… or do we throw up our hands in disgust?

And what about the top linking domains? Do they have any real link value?

After all that… then we must break down YOUR KEYWORD RANKINGS and understand how much VISIBILITY they provide you…compared to your competition.

SO—We’ll give you a report of your keywords’ VISIBILITY in the search engines.

Total visibility and current visibility.

Next, we’ll show you HOW you’re looking in the Top Search Engines as to ranking in the first 30 results.  You’re as good as dead on page 2 and 3 of the search results.  The competition for web site ranking is furious and there’s a ton of money being left on the table if you simply sit and wonder.

Line by line… we’ll show you the keywords you ARE ranking for… and whether or not you’re even in the top 100 of BING, GOOGLE or YAHOO.

Is that enough? Hang on… there’s more.

We’re going to take the trouble of giving you THREE SPECIAL REPORTS all about your keywords… ranked and sorted by AVERAGE MONTHLY SEARCHES… how much COMPETITION you have for the keyword… AND  what they are BIDDING for each keyword in a PAY PER CLICK environment.

Listen… this is one “hellava” service you’re getting for the small investment on your part of $1,495. You could waste that much money in 75 minutes on $20 pay per clicks… on a limited budget… and still be WASTING, WASTING, WASTING… precious time and money… with a site that is BOUNCING/ANNOYING your visitors as it just wasn’t what they wanted to see. Bounce rates can kill your chances of ranking.

Listen… let’s say we find 100 things wrong and you just fix 50 of them… or maybe even 10 of them… I’m telling you… that could be enough to launch you into a new level of cash, sales and income–FAST.

This service — dear serious marketer — is vital to your online marketing future.

You’ll get all six reports, PLUS… an hour of my time to go over the reports with you… to help you understand what each item means to you and to google and the search engines.

And if… after you get the reports… and you let me explain what it all means… we can discuss how you might fix and improve things. I’m open to helping you in any way I can.

Are you ready to do this?

I don’t offer this to a wide audience. And I don’t have it automated like some “CLICKBANK” affiliate product. No way. There is too much hand-work and real BRAIN POWER needed to give you this type of breakdown. So you’ll have to call me to see if I’m available right now to give you an analysis of your web site. And I’ll have to check to see if one of my clients is your competitor already. First come, first served ya know.

If you have a decent product, not some shady deal… and if I’m free to give you my time in this manner… I’ll block out some time for you. And you can pay by check, Paypal or Credit card. And we’ll get started right away.

Remember, I don’t care if you use internet marketing or old school offline marketing… I just want you to be successful in your marketing efforts. There’s no reason in the world to waste any more time or money screwing around with web site marketing if you’ve got dozens of things wrong that NEED TO BE FIXED NOW.

Listen. Give me the opportunity to contribute to your ongoing success. Let me take a look at your site and show you what’s wrong. I don’t need a password… or anything like that. I just need the name of your site…. And your check… and I’ll snoop around like the search engine spiders… and tell you what Google, Bing and Yahoo plus what the other bots see.

Then… you can make the fixes and changes that could bring in THOUSANDS OF FRESH new customers and visitors… and THOUSANDS OF FRESH new dollars in sales and profits.

After we give you the reports… you’ll have 30 days to get your site fixed.  If you do so… we will rerun the analysis and see if your site is working as it should,  or as you have been promised by your ‘web site developer guy’.  That means we’ll check under the skirts of your site again… to make sure you’re making real progress.

OK? OK.

I’m Linwood Austin

Advertising man and direct response copywriter.

And I’m excited about your future.

801-895-9598

yourlinwood@gmail.com

 

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June 19, 2009

How To Advertise On The Radio And Make A Ton Of Profits.

How To Advertise On The Radio And Make A Ton Of Profits.

So many profit seekers are hacking at internet-marketing these days. It’s so easy to forget that marketing is marketing. Every medium has power. Billboard advertising has its advantages. Post cards have power. Business cards have some power. (I once did a mailing and sent out three business cards in an envelope. No letter. No explanation. I got a whopping response off that mailing. Curiosity got them. They called in bundles asking “Why am I getting this card?” My only failure was not having a prepared sales script ready to make a pitch. I forgot why we did the mailing. It was years ago. But we got a surprising response.)

Anyway… I’m writing to give you some ideas on radio advertising. Radio is an overlooked darling in the marketing mix. Radio has a loyal following. Radio is intimate. Radio is immediate.

Here are my random thoughts on radio advertising.

1.    Use 60-second spots. 30’s and 15’s are too short to do any real selling. If you can get them, use 120 seconds.
2.    Be human and make mistakes. My example is the old Paul Harvey ads. Mr. Harvey would pause, sta… sta…stutter and sound very earnest when he was endorsing this or that product.
3.    If you’re going to follow my advice, avoid “donuts”. Donuts are radio spots with music at the beginning and the end, and your message in the middle. The companies who use donuts mostly do not measure RESPONSE. If they measured response they’d know that the music at the beginning and end is the equivalent of white space in your print ads. White space sells nothing. In your print advertising you want to want to pack your ad with convincing copy. Over the years I’ve collected many ads that were mostly white space. For fun. I even have one ad from the NY Times that was ALL WHITE SPACE except for the address of the seller in the middle of the ad. No name of the company. No message. No offer. No convincing. No reason to pause. No reason to reflect. No reason to slip a check under the door… no matter what the address of the business was. The creators of the ad, were full of themselves. But buyers could care less about you the seller. They only care about what’s in it for them. So… fill your radio ad with persuasive, convincing REASON WHY copy. Don’t waste your money on music. Let the radio station supply the music. Your job is to convince the listener to stop what he’s doing and change the course of his/her life and buy what you’re selling.
4.    Make sure you MEASURE your response. Ask the listener to do something RIGHT NOW. Call this toll free number NOW. Go to this web site NOW. Write down this number NOW. Mention this offer code x889. Etc.
5.    Identify yourself at the beginning of the ad. Listeners want to know who is speaking to them. It also implies authority.
6.    Preach BENEFITS in your ad. Benefits are different than the FEATURES. You need some features to make the benefits they get believable. But BENEFITS are the key to getting response.
7.    Don’t try to be too cute, clever or funny. People don’t buy from clowns. They buy from serious presenters who present a deal that will really give them an advantage in their lives.
8.    If the people at the radio station tell you your ad is good. Kill the ad. They are so used to hearing it all, that they typically think an ad that is funny, clever or cute…is the winner. NO. NO. NO. You want your ad to be INVISIBLE. If people say yours is a good ad, you’re in trouble. Instead, you want people to hear the ad and say “Wow, that sounds like a good product/service.” If you can make the PRODUCT or SERVICE shine… you ad becomes invisible. You can get the wrong kind of attention. You’re goal is seven-fold: To (1) Attract and (2) Hold the (3) Favorable (4) Attention of the (5) Right Kind of people (buyers) while a (6) Selling Story is told and a (7) Desired Reaction is induced. It’s not to entertain.
9.    Identify your buyers right at the beginning. “If you’re a home owner, listen up… I’ve got good news for you.” Or… “If you’re looking to supplement your income, here is a tested, proven way to make money in today’s tough economic world.” Etc.
10.    Use enthusiasm. You cannot bore people into listening and buying from you. If you’re excited about your product or service, let your excitement shine.
11.    If you want to know WHICH station(s) to advertise on… go to the local car wash. People will tell you they listen to this station or that station… because people say one thing but actually do another. But if you go to a car wash, you can grab some towel wipes and wipe down the inside of their car. While sitting there, turn on the radio. You’ll see for yourself exactly what people are listening to the most. A surprising number of people listen to talk radio. The Rush Limbaugh stations are hot and have been for a long time.
12.    Negotiate the price. Some radio stations will do “Per-Inquiry” ads. But you have to have a track record of paying off on those deals. Or be associated with a legit inbound call center that tracks inquiries and sales. Also, remember that a radio only has TIME to sell. And if they don’t fill those spots, they can never recover that lost income potential. They will negotiate. I often say… “What do you want for 5 spots a day for 10 days?” … and they say “$X amount.” Then I say, “I was thinking only half that amount… what if we meet in the middle?” You goal is to make a profit. Not to profit the radio stations. Know your numbers. If you sell a product for say $100… you need to sell at least one product for every $100 dollars of advertising expenditures. You’ll be losing money, but know your numbers. Most companies lost money on the “front end” when they market a product or service. But they make it up in spades on the “back end”. The “back end” is when a one-time buyer becomes a multiple buyer. Know your numbers.
13.    Test in small markets. Roll out in larger markets. You can buy radio time in small towns like Beaver, Utah… or Clinton, N.C. for $5 or $10 bucks a spot. Bigger towns demand $100 to $400 a spot.
14.    Mix your radio with other media. Even with a 60-seond ad, you’ll likely need to do more convincing. Have your telephone people ready with a prepared, convincing script. Drive them to your website. Tell them to watch their mail for a special offer from you.
15.    If you’re going to do radio in mass… slightly change your message around so the listener won’t shut you out. Perhaps you’ve read about Broca’s area of the brain. If things get too predictable this is the area of the brain that gets bored and seeks something new and more entertaining. By slightly changing your message every other ad, the brain says “wait… didn’t I hear that differently before?” They suddenly become more engaged.
16.    Use celebrities if appropriate. There are lots of actors and actresses who are out of work. If you can find one that fits your target audience… or fits your product model, a celebrity can boost response.

Hope these ideas help. If you want to talk, my contact information is below.

December 4, 2008

How To Become Your Own "Marketing Genius"

Finally Revealed…

How To Become A “Marketing Genius” Even If You’re “Clueless” About Marketing. You Can Use These Ideas And Techniques For Any Kind Of Business, Although They Were Written For “MLM” Marketers. Let Me Explain…

Dear Marketing Buddy,

Linwood Austin here
From: Salt Lake City on a Sunny Afternoon.

If you’re confused about marketing your business in today’s world of “internet marketing”… “direct mail marketing”… “viral marketing”… “TV marketing”… etc…. I have good news for you.

Below you’ll find a link to what I feel is the best “All Around” marketing system you can find today. I’ve had my nose in marketing books for 25 years now.

I’m one of the top advertising copywriters in the country. I’ve created ads, sales letters and internet marketing that have generated millions upon millions of dollars in sales and profits… bringing in hundreds of thousands of new customers and repeat business for everything from furniture to cars to books to subscriptions to high-price seminars. You name it… I’ve created marketing to sell it.

The book I’m recommending to you below…  covers all kinds of sales and marketing tactics and strategies. If you want to WIN in the marketing universe with your product or service… I’m betting you’ll love this unique discovery….  no matter what kind of business you’re in.

You could be selling wine… shoes… professional advice…dating services… computer software… almost anything. You’ll find this 145-page downloadable book full of hidden marketing gems and insights.

Don’t be fooled by appearances… the book was written with “Network” marketers in mind. Yeah—that’s right. It looks like a marketing book for MLMer’s. (Multi-Level Marketing) But it’s really a book about marketing ANY PRODUCT or SERVICE. Let me explain.

The author of this book (Ann Seig) realized that most network marketers are totally clueless about classical direct marketing techniques. Most people who sign up for some MLM try to get their family and friends involved. After they run out of family and friends… THEY QUIT. They don’t know jack about attracting targeted buyers and a loyal following. They don’t know jack about MARKETING period. This book is like an advanced course in everything they DON’T teach you in the typical MLM… or in a typical business school for that matter.

Ann Seig discovered that classical “direct” marketing techniques are the only kind of marketing worth doing. Why? Because when you use “direct marketing” techniques you can instantly measure your R.O.I. (Return on Investment).

Using these kinds of marketing and advertising techniques on the web… in newspapers… in direct mail… etc., you can tell right away what your “cost per lead” and “cost per sale” will be. And when you compare that with your known “customer net worth”… you can make smart business decisions about ANY kind of marketing you want to do.

Let me give you an example of this: Stay with me on this thought… Let’s say you sell a product for $100. And your profit on the product is $50 bucks. If your customer only buys ONCE… then your customer’s net worth to you is only $50 bucks. If he buys TWICE, he’s worth $100 bucks to you. So… now you know you can spend up to $49 in marketing costs to get him to be a ONE TIME paying customer and you’re still $1 ahead in the game.

If you can make him a two-time buyer… your profits go from $1 on his first purchase to $51 in pure profits when you factor in the second sale— if your marketing costs were only $49 “cost-per-sale”.

This my friend… is just ONE topic covered in this powerful profit-generating, idea book. But that’s not all. There are tons of practical ideas and insights in this volume.

The book is yours for the small investment of $67. I’ve personally spent perhaps $10,000 on marketing books over the last 25 years. Some rare, insightful marketing books I’ve bought have cost me $500 or more. I can tell you this small price is nothing when you consider the fact that… the ideas you’re going to discover in its pages will help you avoid costly marketing mistakes from now on. PLUS—You’ll have the marketing tactics, marketing techniques and marketing strategies that will really help you skyrocket your profits in today’s difficult economy. Many of the techniques you’re about to discover can be implemented for ZERO DOLLARS. That’s right. You can increase your business without increase your advertising budget.

Face it… the companies who cut back on marketing during an economic downturn will suffer sales and profits. This guidebook will make you a “fearless marketer”. You will grow your sales and profits in spite of these uncertain times.

When you click on the link below… you can read the heavy-duty sales letter about this book. The sales letter contains a complete explanation and tons of testimonials. It should convince you that this is worth your time. And worth every penny of the $67 she asks.

After you get it… and read it… I want to talk to you about implementing any of the ideas you discover.

I’m excited to share this with you.

Yours for greater profits.

Click here:
http://www.linwood.therenegadenetworkmarketer.com/

Onward.

Linwood Austin
Marketing Consultant
Austin Marketing
Here’s my cell phone: 801-201-9026

P.S. One of the things you’ll discover when you download this ebook… are ideas about “viral marketing”. These are cheap but powerful ways to beef up your sales. Let’s talk.

ONE MORE THING. IT’S IMPORTANT: You could…. use this information to become a consultant.

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