| We are constantly bombarded by the same generic | | | | Buyers are simply people prepared to invest for |
| internet marketing information day-by-day. Over the | | | | getting the information they want and the Free |
| last 2 years very little has changed in the overall | | | | Buyers who simply want everything for FREE. In the |
| process of internet marketing but what internet | | | | first list we created for Microsoft Word Tips we |
| marketers do not tell you is why some keywords sell | | | | found that very often when we would put offers |
| and some do not. This is the whole reason why | | | | into our list, we would have people abuse us stating |
| some websites make enormous amounts of money, | | | | we shouldn't be selling anything, we should be giving it |
| while other similar sites make very little if any at all. | | | | all to them for free. This one occurrence tells you |
| There is a science to keyword selection for both | | | | very clearly the choice of keywords is so important. |
| Organic Search and Pay-per-Click which means that | | | | When looking for Real Buyers through Pay-Per-Click |
| you can find yourself in a situation where you have | | | | or Organic Search you need to choose keywords |
| invested huge amounts of time in trying to Search | | | | that are product specific, name specific or teach a |
| Engine Optimise a website for certain keywords only | | | | person something. For example, if you had a product |
| to find they bring you no money at all or invest | | | | such as a book that was a course on teaching dogs |
| obscene amounts of money for Pay-per-Click only to | | | | to obey commands the most successful keywords |
| find no sales and a huge bill at the end. Personally, my | | | | you could use would incorporate the words - |
| team and I have invested huge amounts of money in | | | | - learn |
| generic keywords to find that the conversion rate | | | | - teach |
| for the keyword is sitting at 0.1% where as more | | | | - course |
| focused and targeted keywords would in fact bring | | | | - study |
| greater reward and much greater conversion rate. | | | | - taught |
| I know, we have all heard that statement before! | | | | - skilled |
| But there are keywords that should be avoided if | | | | - knowledge |
| you truly want sales over just building up a customer | | | | Sample keywords you could use for your training |
| database. | | | | course keywords would be - |
| My team and I have found that keywords that use | | | | - teach your dog tricks |
| the word Free, at no cost, complimentary, or on the | | | | - teach dog tricks |
| house will in fact be poor sales converters and in | | | | - learn how to train your dog |
| most cases will not provide any substantial revenue. | | | | - study how to teach your dog |
| This is particularly true of those who use those | | | | If you are selling specific products like a book for |
| keywords in Pay-Per-Click. In one test we undertook | | | | Bread Recipes for a bread machine then the |
| using Google Adwords we offered a FREE Tips | | | | keywords that would work the best for sales would |
| Newsletter on using Free Microsoft Word to capture | | | | be keywords like - |
| names to build a customer database. My team and I | | | | - Bread Recipes for Bread Machines |
| chose keywords that incorporate the keywords Free | | | | - 500 Bread Recipes for the Bread Machine |
| within the keyword and we spent 12 months working | | | | - Bread Machine Recipes Book |
| with the list and had over 10,000 names on the list | | | | Whilst the number of hits you will find for each |
| only to find that we achieved no sales. | | | | keyword may only be 20 to 30 hits per day, you can |
| I should note that we employed a number of expert | | | | confirm this by using tools like Wordtracker, you will |
| sales writers and email marketers to assist and try to | | | | find that sales will be more effective than if you use |
| engineer copy that would entice people to buy but | | | | keywords that say - |
| the bottom line was that none of it was going to | | | | - Free Bread Recipes for Bread Machines |
| happen because certain keywords attracts certain | | | | - Free Bread Machine Recipe Book |
| types of clients. | | | | - Free Recipe Book for Bread machines |
| We than ran a second test in parallel in which we | | | | The bottom line is this, not all keywords sell simply |
| changed the keywords to disavow the use of the | | | | because they attract a different type of customer. |
| word Free within the Keywords. This new list with a | | | | Some keywords will attract buyers prepared to buy |
| similar number of people in it had a greater | | | | and other keywords will attract people who have no |
| conversion rate than that with the word Free. | | | | intention of ever buying. |
| Actually the conversion rate was around 3-5%. Keep | | | | If you are having trouble selling online and you are |
| in mind one thing, we were still giving away a Free | | | | doing everything that the Internet Marketing Gurus |
| Daily Microsoft Word tips but the difference was | | | | are telling you, then I would suggest you start to |
| that we were attracting two different types of | | | | look further at your keywords because maybe you |
| people. | | | | are attracting the wrong customer type. Often there |
| To finish off the test we then compared the two | | | | is nothing wrong with your sales copy, nothing wrong |
| lists for duplicates and here is the truly interesting | | | | with your sales process, nothing wrong with your |
| aspect to our test. There were no duplicates even | | | | website, quite often and simply you have chosen the |
| though they came form totally different websites. | | | | wrong customer for your business by attracting the |
| What this told us was that we literally had two | | | | wrong customer through the keywords you have |
| different market places within the Internet. | | | | chosen. |
| We have the Real buyers or the Free buyers. Real | | | | |