The Success Formula - The Easy Way to Write

The E-Files.net
Module Six – Success Formula
Rob Parnell

The E-Files
© Rob Parnell
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The E-Files - Volume Six
The Success Formula
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2 ¼ Hours to Online Success
You know what it’s like. You go online because you have things to do. You
don’t have long – you just want to open your emails and maybe check out
some moneymaking ideas…
Three hours later you’re still there, clicking aimlessly from one site to another.
Your eyes are sore and you don’t really want to stand up because you think it
might hurt!
Do you think you’ll do any better when you’re in business?
The bad news is that you will have to. When the money start coming in, so
does the work. You will need to be focused. The best way to do this is to write
down a list of what you must do before you go online – and then stick to that
list!
To start you off right, I’ve developed a simple 10-step plan for getting your
website up and making money within 2 ¼ hours of online time.
The formula is at the end of this chapter. It might not be the most thorough
strategy you’ll ever come across. It is however, proven.
It is the barest minimum you can do to get your website up and running and
making money – quickly – with your own e-book.
The formula’s strength lies in its simplicity and in the steps it leaves out. Steps
that other systems would have you believe are essential – but can be as timeconsuming
as they are ineffectual.
My advice is to finish reading this module, print off the 10-step guide, do all
the steps in order, and you’ll be getting big checks before you know it!
So – ready to set up an entire business empire in 2 ¼ hours? Okay – let’s go!
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The Online Success Formula
It’s 10 o’ clock in the morning – say you slept in late – but you want to get your
business up and running by lunchtime. Sound impossible? Nah!
Let’s go for it.
Step One: Get a Company Name
Go to one of the many websites that now offer “Name Parking” facilities. In
case you didn’t know, this is not the same as a web site host, which we will talk
about in Step Five. However, many web site hosts nowadays do also offer
name parking at competitive rates.
www.NameSecure.com is the oldest and most famous of the registration sites.
Prices are much the same whomever you choose. You can park your company
name for 3 months to a year, but most often the cheapest is for 2 years. If
you’re really going to make a go of your Internet business, you may as well go
all the way, and give it at least 2 years!
Want a free website with your new dot com? Go to www.doteasy.com Say ‘no’
to every option they offer and you’ll eventually get to their no cost plan.
You do not have to be a registered company to get a dot com. Com stands for
commercial and, unlike the real world, you don’t have to do anything to prove
you’re a working company to qualify for a dot com. You just have to have the
money to pay for it – and it must be available.
Company names with country tags are different however. Co.uk and com.au,
for instance, can only be used by trading companies in the UK and Australia
respectively. They’re useful if being local is important to your business.
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Dot com, dot org, dot net?
There’s no pressure on you to get a dot com. However, if you go for an “org” or
“net” or any other derivation, there is always the chance someone else will buy
the dot com and undermine your ownership of the name – especially if it’s a
good name and someone else wants a piece of your action.
For now, it’s probably best to stick with a dot com and not worry about the
other versions. There are many arguments for and against but if you want to
start cheap and credible just take the dot com.
This may be more difficult than you think. Many of the best and shortest
names have been taken. This doesn’t mean they are in use, just that they have
been taken by certain individuals to stop anyone else from using them and,
usually, to demand huge amounts of money for them!
Try to get something short and snappy. It’s now possible to get company
names up to 63 characters, although unless you’re using a common or snappy
phrase, your customers are going to have a hard time remembering what your
company is called.
That doesn’t always matter nowadays.
Most people who buy your book will be clicking through a link you have
posted. It’s unlikely they will ever write down your dot com name to use in
future. The Net is so fast, it doesn’t work that way. If your customer can’t
remember you name or can’t find it, they’ll just shrug and move on.
If you can, get something that suits your expertise and your future products.
That way you won’t have to buy a dot com every time you write another e-
book.
Consider using your own name, as this may be short and unusual enough to be
available. If you can’t get the name you want, make slight alterations to the
spelling or add words like e-book, yes, fast or wow – things like that – to
customize your company name.
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Unavailable Names
If there’s a dot com name you feel you must have but is taken, all is not lost.
You can find out who owns the name through www.whois.com
If you type in a name to your browser that you want then nowadays a ‘name
parker’ will let you know they have it – at a price. Of course, this puts you at a
disadvantage from the seller’s point of view.
You can also register your interest in a name you want or names like it with
websites that will tell you when they become available.
www.dotcomagency.com is one place you might go.
www.distinctivedomainnames.com is another.
Warning: Trading dot com names is turning into a big business (for some – but
not for you!) Don’t spend all your money on a good one – it’s more important
to have a good business than a good business name.
Once you’ve got your name, take a few moments now to insert it into your e-
book header or footer
Step Two: Convert Your E-book to PDF
At this stage, I’m assuming your book is finished and ready to go. I’m also
assuming you did the work required in the last chapter - it’s much better to
have all that behind you before you start.
Log in your ISP and type in www.adobe.com Don’t mess around looking at your
emails or any of the other sites you regularly go to check out what’s
happening.
Remember, this is an exercise in focus.
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Got Adobe up yet? Good. Go to their free tryout section and sign up. Submit
your e-book file to them and wait for the confirmation. The Adobe computers
will now start converting your file. As long as it’s not too big a file – as in over 1
meg – you should get it back within the hour.
Adobe will faithfully copy your book and turn it into a read-only format that
you can send to your customers. The file is always smaller than your original
and, because it’s basically a digital “photograph” rather than a word processing
document, you can set it to have the characteristics you want. For instance,
you can set it so that it can’t be copied, or edited in any way.
You can also change the depth of color and B&W, how dark or light you want
the data to be. In the professional version, you can also set up indexes and
contents pages that link all the way through the document.
It should be remembered that, before you buy a professional version, the
Adobe file you sell technically belongs to Adobe (although the copyright of the
material contained will still belong to you). When you’re 2 or 3 books down the
line, buying the professional version will be inevitable. However, for now,
make good use of the free try-outs!
Alternatively go to www.software995.com and download their free PDF maker.
Step Three: Write a Sales Page & Download/Thank You Page
You should already have these files if you did the work from the last module.
Open them on your computer and have them ready to copy.
Do a final quick check for spelling and grammar.
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Step Four: Write 5 Email Messages Promoting Your E-book
As with the above step, open these files and check them over for spelling,
grammar and all the essential items – like unsubscribe details -listed in the
previous chapter.
Take out any references to dates and times or any mention of the seasons! You
might not edit these messages for a year or so – maybe never. Make sure they
are timeless and yet appear to be spontaneous and fresh!
Check the clock. What is it now? Twenty five past ten? We’re working slow.
Better get a move on.
Step Five: Get a Reliable Website Host
Remember the old adage? You get what you pay for.
There are some excellent web-hosting companies around. There are also some
very bad ones - though fewer nowadays; reliability being the number one
criteria on which webmasters make their choices.
Type in web hosts into your search engine and take around ten minutes to
survey the top three.
Get a host that can offer 100% uptime. Or least go for the ones who are honest
enough to admit their best is 99%. If you’re in business on the Net, you can’t
afford to be offline for a second. You never know when your next customer will
be trying to reach your site.
You will need to register and pay for the web host. Most work instantly. Some
want you to wait for 24 hours while they set it up. Don’t forget you’ll need to
link your company name with your host site – if you haven’t gone for one of
the “all-in” packages.
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Read between the lines of the web host blurb. If you don’t understand
something, ask them a question. Net businesses are always much more helpful
before you’ve spent any money with them. If you don’t get an answer, move
on to the next web host. Being a web host is about providing a service. If they
don’t get back to you now, what are they going to be like in a crisis?
The most important thing to look for in a web hosting company is if they have
back up servers that kick in if their own fail. This is the future. Good companies
will not rely on just one back up server but six or a dozen. Hackers and Internet
saboteurs are on the increase nowadays and despite severe penalties, these
guys do it for a laugh, a thrill. It’s okay for them. It’s just a game. But never
forget, these guys are messing with your profits.
Don’t think that saving a few pennies on your web host is a good idea. It’s not.
Go for the best, with the most services, the best tracking devices, ftp interfaces
and most of all, customer support.
You need all the advice you can get – and quickly - when you’re starting up a
Net business. A lot of companies out there (not just web hosts) won’t even
answer your email if you’re asking what they consider a dumb question. This is
total arrogance on their part. We all have to learn. The Internet companies
that understand this will be the ones to prosper in the future.
As a general rule, make sure you involve yourself with service providers who
understand this!
I’ve always used www.powweb.com I think they’re the best – plus they can
answer questions online anytime night or day which for someone as crap at
technology as me is a serious boon.
I use www.doteasy.com too though I don’t like the way I keep seeing phantom
charges for their supposed free services coming through on my bank
statements.
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Have a Backup
Plan for disaster. Imagine the worst and know what you’d do about it if it
happened! Spend just half an hour now to develop contingencies – this could
save hours of heartache at some point in the future.
When everything on your PC or laptop is working fine, it’s easy to forget the
pain and anguish involved when things go wrong. Remember the last time you
couldn’t access you computer because Windows lost just one file and wouldn’t
open?
If this has ever happened to you, you will know that feeling of horror when you
realize you might have lost everything. It’s startling and unbelievable at the
same time, you feel almost surreal – the idea that you have wasted all that
time on files that don’t exist anymore!
You hear it all the time – MAKE BACKUPS! But do you?
When you’re running an Internet business, the situation is potentially
catastrophic.
You’ve heard of Murphy’s Law?
If something can go wrong, it will.
The Internet not only adheres to this rule, it embraces it lovingly. It has added
its own caveat.
Not only will things go wrong, they will always go wrong at the worst possible
time!
Don’t get caught out. Spend a few moments now – just fifteen minutes
developing what in the commercial world is called a “Disaster Recovery Plan.”
This should cover the following:
• An alternate web host & credit card merchant you can switch to immediately
if necessary
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• Back up copies of all your mailing lists, affiliates and buyers contact details
• Access to another PC – within 12 or 24 hours
• Back up versions of your website(s) including your e-books, newsletters and
bonuses
• The number on hand of a fast, efficient PC and modem repair service
• A punch bag or something else to take your frustration out on
At the very least, find alternative service providers and click them into your
favorites list.
Whatever you do, don’t leave it until the worst happens – as it will!
So it’s just coming up to 11 o clock now in our imaginary time scenario and
you’ll be wondering if there’s something important you should be doing. There
is:
Step Six: Get a Free Web Page Editor & Create Site
Go back to your search engine and type in “free website templates and
editors.” Pick one from the list and download an editor. It’ll probably be on
trial for a month or so – but no matter, you’ll be able to pay for a proper one
soon!
Alternatively go to www.nvu.com and get their free HTML editor.
Use the simplest template you can find. If nothing strikes your fancy, use the
editor to save someone else’s page – like mine! Just don’t leave any details on
it pertaining to the original owner!
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HTML
This is the basic language of websites. It looks simple – and it is – but it’s
laborious and prone to errors that the beginner can be completely mystified
by!
The good news is that with Front Page, and many other page-building
packages, it’s not absolutely necessary to understand HTML.
If in doubt, use standard templates and add text and graphics like you would
with WORD, TEXT or PowerPoint. Let the program do all the hard work. You
can always flick over to the HTML screen and see what changes you’ve made
to the script – that way you’ll learn slowly without having to get down and
dirty with the code.
On the other hand, you sometimes will have to adjust HTML. But if you’re not
sure what you’re doing, it’s not to be recommended. If you can’t find anyone
to fix your problem, either delete it and start again or leave it until you’re
pretty sure you know what you’re doing!
Always save your work as you go along and always make a back up of your
most important work before you make any major changes.
Copy and paste your sales letter into a basic template. Make adjustments to
the font sizes where necessary but don’t go over the top. Choose a neutral font
like Verdana and use only the most basic primary colors as background and
black on white for the text.
Steal graphics you like from Google images and cut and paste them into your
documents. Sometimes this is not strictly legal but hey, everyone does it.
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An E-book Cover?
Putting book covers on your website can certainly help sales. They can be
custom made quite cheaply nowadays for about $100. Alternatively you can
make your own.
The simplest and cheapest scanner package will have a graphics interface that
you can use to download images and write text to make a rudimentary cover.
Again, it’s not absolutely essential to your web site at the beginning but it can
help customers get over that psychological barrier to e-books. Plus it looks
slicker.
Having an appealing (female) face on your also cover increases sales.
Don’t go for this option if you’re uncomfortable with it – or the cost and effort
involved. Perhaps leave it till later – when you know you have an e-book that
sells without it.
Step Seven: Get a Free FTP Program – Upload Website
You can usually upload your website directly from your editor. However, this
may take some time, especially if you’re trying to upload your ebook too.
By this stage, you will probably have come across the acronym ftp, which
stands for File Transfer Protocol. In theory it’s an easy way of interfacing with
your web site.
There are free ftp packages around that you can experiment with for a month
before you need to pay for them. They’re reasonably inexpensive but, there
again, they don’t do very much. They do load files onto your website more
quickly than web page editors and later on – that might be useful to you.
Alternatively go to www.ftp995.com and get their free program.
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When your website is ready, it’s relatively easy to transfer everything from
your hard drive on to your web site host’s server. Usually all you need is your
website’s server address and user name and password you use to access it. The
software does the rest.
Gosh, it’s getting near half eleven now. Are we running out of time? Nope,
we’re nearly there!
What’s next?
Step Eight: Get a Free Autoresponder, Load Messages
Type “free autoresponder” into your search engine and wait. Sign up to one
there and then.
If you aspire to be a serious Internet writer, this one single tool is probably
your most important!
You will need at least one, and more as your business expands. (I have almost
100 autoresponders working at any one time.)
The best thing about autoresponders is that, as well as answering your
customers’ requests for information instantly, you can also set up a whole
string of emails in advance that will go out to them at pre-specified intervals.
Take the five you constructed in the last chapter and load them on to your
autoresponder site, setting the interval at which you want them to go out.
Every day for five days if you like, to maximize your subscriber’s exposure to
you first off.
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Step Nine: Get a Clickbank Account, Put It On Your Site
In the olden days (about ten years ago!) you couldn’t trade online without
having a merchant bank account. This was extremely expensive to set up and
maintain, and prone to all sorts of unexpected charges.
Thankfully nowadays, sanity rules and the number of companies offering credit
card and online checking facilities is growing.
www.clickbank.com is cheap and easy to administer, it remembers all the
relevant accounting information, can process refunds and will send you instant
messages pertaining to sales and send a check out to you, at limits you
predetermine, to anywhere in the Western World.
Link your “Pay now” button with Clickbank and test the system to see if the
potential customer ends up back at your “thank you” page. When you’re
satisfied it all works, set your price at Clickbank. They charge a one-off fee to
do this, usually $50. Don’t pull that face. You do have to spend money to make
it.
No idea what to charge for your own e-book?
Pricing an “no-physical” product is always going to be difficult. There will
always be those who regard any charge for information to be a gross insult.
That’s a fair opinion, it just doesn’t happen to be yours.
There was work to be done preparing the book. There is much work to be done
maintaining access to the book, not to mention marketing and promotion.
Setting your price is about giving value for money. Are you selling something
you consider valuable? How much would you pay for it?
Real books – new ones - sell for between $20 and $40. Why wouldn’t you price
yours within that range? Okay, there are many e-books on sale on the Net for
around $7 to $11. What do you think of this price? Do you think the
information these books contain will be valuable?
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Books about making money could be inordinately valuable – worth many times
the sale price – to the right buyer.
How much will the customer make out of my information? What will it be
worth to him? Think backwards. What do you think your customer would be
willing to pay for information that could change their lives - and their bank
balances?
Still stuck?
As a rough guide, charge $10 for every 100 pages.
Affiliates
There’s a lot of debate about how effective affiliates are.
In case you didn’t know, an affiliate is someone who, in theory, sells your e-
books for you. You get them to sign up to your program, you feed them a
customized link, banners and some promotional blurb and they go off and
promote your products for a percentage of the profit – usually 50%.
The gurus swear by them. They say you can’t get rich without them.
That may be true. However, my experience is that if you want them to do well
for you, you have to keep them well fed – that is, you have to keep reminding
them you’re there! This can be time consuming and relatively unproductive if
you only have a few. In theory I have thousands. They advertize my name and
my site all over the Net. Some of them even sell stuff…
Trouble is, it’s well known in the industry that only about 1 in 20 of your
affiliates will ever sell anything. BUT – the big but – that one person may well
sell a lot!
Initially, setting up an affiliate program can be expensive, especially if you want
to track sales and have total accountability to your affiliates.
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As I’ve mentioned, Clickbank do a relatively simple version of affiliate tracking
and sales capturing – and this is as much as you will need at first. It’s only really
worth investing in a more sophisticated affiliate product after you are sure you
have e-books that actually sell. It’s best to wait and see before you spend a
sizeable chunk of your profits on an untested e-book.
Click through to the ‘affiliates’ link on the bottom of most sales pages and
you’ll get an idea how these systems operate. Don’t do what I did and spend
$1300 on an affiliate management program from the late Cory Rudl – only to
discover it was useless to me (and didn’t work.)
However, when you do have affiliates, keep them happy and well supplied with
information on all your products and services. You may even want to have a
set of web pages especially designed for them to help them download
promotional material, banners, articles and sales letters. The more varied the
content, generally the better. You never know what will work for some and not
others.
Think of it as a separate advertising medium, one where you can be more
candid and sales oriented than with your buyers and subscribers. As I said,
most of your affiliates will never sell anything. The majority sign up because
there’s a possibility of freebies or because they just like signing up to things.
That’s okay. Never underestimate the power of one more affiliate. You just
never know.
That said, at the beginning of your Internet career, you’ll have enough to do
just writing and selling your first e-book without all the extra work involved in
attracting good affiliates.
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Pre-Launch
It’s just coming up to midday and you’ll be itching to go, I know, but hold back
just a little.
First, before you do ANY promotion, you need to see if everything works.
Test your web links, test your link to Clickbank and back to your site (Clickbank
allows you to do this as many times as you want before you put a price on your
book.)
Test your download page. Call up a friend and get someone else to do it too.
Go out to an Internet shop and test your site there.
Check your autoresponder, especially the part where names are substituted by
way of the coding system. There’s nothing worse than receiving an email with
Dear !!>>firstname

Warning! Criticism will flow.
Don’t be surprised if you’re accused of all kinds of sins against humanity. At
best, your scary professionalism and perhaps a grudging acceptance of the way
the world is nowadays.
At worse, you’ll be accused of intimidation, exploitation, even fraud!
Don’t listen to them!
They are not your buyers!
You will never EVER sell a book to them!
Okay, seriously, they are friends and family. They care about you. Take what
they say and see it in context. Make changes only to what you feel they are
right about.
Whatever you do, don’t scrap everything and decide you will need to start
again. That’s silly.
The fact is most people are too scared to do what you have done. Making
money on the Internet is a fine art – as any writer will tell you. And it’s only
those who have enough courage to put themselves up for this kind of criticism
– and can take it – that succeed.
This is how the Internet works. The louder and more outrageous your publicity,
the more people respond. In fact, the kind of credit card toting surfers who do
buy from the Internet almost expect you to be outrageous, and will respond to
you because of it.
So, if you’re happy, just leave the site as it is and get on with bringing home the
bacon!
But, you ask… what about the final quarter of an hour? What am I supposed to
do now?
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Easy:
Step Ten: Place Classified Ads in 10 Relevant E-zines
Now for the bad news. If you’re just starting out it will take around six weeks
for Google to even take note of your website. Then they’ll probably list it as
just another website.
You can speed up the process by logging into Google’s webmaster tools – and
following their instructions. But you want to get people – buyers – to your site,
right?
Then you need to pay for some ads. That’s quickest, cheapest and easiest way
to get sales before the end of the week. Trust me. I tried everything else at the
beginning of my Internet career – and it was the only way that worked.
Put 10 classified ads in relevant e-zines. That’s my best advice.
Of course you could put ads in 100 ezines if you could afford it. But 10 is
enough to prove to yourself that Internet Marketing works.
In the first few days of your website promotion, forget all the “stuff” you could
do to promote yourself online.
Type “ezine list” or “free newsletters” into a search engine and have a look at
the wealth of e-zines and newsletters on offer. Find the ones that are specific
to your market and subscribe to them.
Check the circulation and the ad rates, then pick ten you’d like to advertise in.
Buy the ads. This may cost you say, $100 a go or, if you go for 6 or 12 week
runs, perhaps $500 but, if you’ve done everything else I’ve suggested, you will
make many times more than your initial investment.
Go for it.
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Usually you need to pay for the ads first and wait for confirmation and perhaps
a little correspondence before the ad goes out.
You may have to wait a week or so before the ads go out but I promise you’ll
be making money before you know it!
If you’re working to a small budget, get one ad at a time. That’s what I did. I
picked one e-zine, took out an ad that was due to air on the following Friday,
then wait for the sales. Use some of that money immediately to buy another
ad.
I read once that Net marketers should spend 80% of their income on more ads.
I never did – and still don’t. I rarely spend anything.
Before we go on to the next series of modules – that are mainly to do with self
promotion – let me give you just one piece of advice:
Don’t get sucked in to Google Ads. They are blinding rip-off. Google Ads will
suck money out of your credit card so fast you won’t even know what hit you.
And it’s unlikely you’ll make even one sale to compensate for the hole in your
pocket. I don’t quite understand why this is – but it’s true.
There. You heard it here first.
So, at 12.15 you can shut down your Internet connection and go fix some
lunch.
You’ll most likely be sitting there wondering if there’s anything else you can do
to promote your site.
That’s all covered in the next four modules.
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The 10-Step On-Line Success Formula
1. Get a company name
2. Write your e-book, convert it to PDF
3. Write a sales page & a download/thank you page
4. Write 5 email messages promoting your e-book
5. Get a reliable website host
6. Get a free web page editor & create site
7. Get a free FTP program – upload website
8. Get a free autoresponder, load messages
9. Get a Clickbank account – put on site
10. Place classified ads in 10 relevant ezines
That’s it. Print off this page and place it above your computer or stick it on your
study wall, on the fridge, anywhere it might catch your eye to remind you how
simple it is to start making a sustained income on the Net, month after month,
practically on autopilot.
Do everything listed – and nothing else! -in the precise order presented and
you won’t waste any time, plus you will start to make real money – quickly and
easily. With this “Easy Way to Write” formula, it’s practically impossible not to!
Good luck!
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What, You Mean – Now?
So, now you know how it’s done, I dare you to start. Right now!
Draw up a plan, scribble a few lines, invent some titles to e-books – send me an
email – anything at all. Do something – anything and do it now.
Change your life in an instant! Make the decision. It’s that simple!
A Thought
Before we go, I want you to ponder on this for a while.
The truth is there’s only one way to make real money on the Net. All writers
and marketers agree on this one point:
You have to do it yourself
It’s the only way. No amount of following advice will help you in the long run.
You have to become an Internet writer. And to do that, you need your own
product, your own lists and, eventually your own affiliates.
It’s the only way.
Plus, it’s one helluva lot more lucrative than anything else you could spend
your time doing on the Internet!
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Last Word
When you’re setting up your business and looking for help and new ways of
promoting yourself, you will be bombarded with people like yourself,
clamoring for business, each new voice shouting louder than the last.
My advice? Stay calm. Rise above it and, whatever you do, keep a close eye on
what you’re spending. It’s all too easy to get carried away and think the answer
to your current problem is in one more e-book, a membership to a program, or
in one more piece of software.
There are a lot of good people out there in cyberspace but there are some that
are only interested in your money. They will lie, cheat and steal to get it. Don’t
get taken in. There is nothing that won’t wait a day. Whenever you feel
tempted to go for something new, sleep on it. Think about it carefully before
you decide.
Now that you’re the expert, you need to be in control and not be swayed by
every half-baked promise of untold riches.
Keep in mind what you think is a reasonable amount of money for you to
make, aim for it and once it’s in sight, stick with it. Experiment yes, but don’t
risk everything on a whim.
You’ll do okay, I’m sure.
And as you watch the money rolling in, every day, just a little bit more…
Remember that a guru is someone who guides your life and helps lead you to
the truth. But, as any real guru will tell you - more often than not - the ultimate
truth is inside you, and is something you already know.
Best of luck.
Rob Parnell
www.the-e-files.net
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© Rob Parnell