What is Free Publicity?

Getting your product or service featured in a online

or offline media for no

cost.

Online vs Offline

text audio

video

Three formats

The big picture…

Membership site

Signup Page

Free Content Page

Landing Page

JVs Affiliates Press release

Adwords

SEO Articles

Blogs

Co-Reg

Teleseminars

Speaking

Ebay

Ad to Free Report

Voice Broadcasts

Fax Broadcasts

Lumpy Mail

80/20

Effective marketing is about both QUANTITY and QUALITY of leads

Do Not Expect the Tactic to do More than it can do.

Register Interest

Buy the Product

The only Three Actions

we want them to take

Refer others

We find that the conversion rate depends greatly on the source

of the traffic…

Warmer leads mean higher conversions

Our conversion rates

• 1-1 face-to-face 80-100%• Stage presentation 40-50%• Teleseminar 20-30%• Email series 10%• Offline articles 5-10%• Google adwords 1-2%• SEO / organic traffic <1%

You need a plan not a BSO

Free publicity by itself is not good enough. You must get

them to the site, get their name, and get the order.

Secrets of ConversionSecrets of Conversion

TimelyTargeted

Trusting

Traffic Triangle

+ MMC

Multiple

Media

Contact

Strategy 1st Tactics 2nd

Planning your free publicity

• Have a way to direct people to your site

• Capture names and emails• Site should be converting first• Have a platform that can handle

volume

Rate of change

online offline

Here today, gone tomorrow

Benefits of Free Publicity• Free marketing• Build your list (can produce huge volume)• More sales• Increases credibility• Positioning• Builds value of the business• It supports other traffic Strategy

Problems with Free Publicity• Not under the radar – invites competition and scrutiny• Conversion is questionable• Can move out of your control – creates a monster!• Can produce huge volume spikes• Hard to stop once it’s started• Difficult to test and measure• Can be hit and miss• Must have site converting first

What to expect

• Online and offline strategies• Lots of info (smorgasbord)• Opportunities to ask questions• Cutting edge (bleeding edge!)

strategies from experts

What we expect of you

• Bring an open mind• Understand you’re not supposed to

be expert by the end of the workshop• Turn off your phone• Be on time• Participate in the exercises

How we’re applying video and podcasting

Video

Nine videos, each 3-5 minutes:1. Our online money-making ebook business2. How to find hot-selling ebook topics3. How to choose the best ebook topic4. Design an ebook that stands out from the

competition

Video (cont)

5. Quick, easy ways to build downloadable products6. How to write a best-selling online sales letter7. How to build a simple, money-making website8. How to increase the income from a niche ebook

website9. Removing subconscious blockages to earning

passive income

Each video has:• 6-8 word title• 6 key phrases (“long tail” keywords)• 1 paragraph description that is

keyword rich

Audio

• 8 x 30 minute audios on our ebook process• In context with the free content page of our

membership site (www.andrewanddaryl.com)• Direct traffic to a mirror landing page to

measure results (www.andrewanddaryl.com/ebookpodcast)

Dinner tonight:Titanium Bar

30-34 Ferny Ave6:30 for 7:00pm

Ph 5538 9677

You are here

Titanium Bar

Start time tomorrow:

8:30 for 9:00am

Resource page (for powerpoints, links etc)

www.andrewanddaryl.com/freepublicity/resources