Yesterday I stepped off a plane, gathered my luggage, and found my way to my car – naturally parked at “Wally Park”.   As quick as I could, I drove myself to the nearest Village Inn to get a down home breakfast.  After a weekend of meeting with some of the top minds in the internet marketing world, I was starved.

To catch up on the world and most importantly the Denver Broncos, I picked up Monday’s newspaper.  For 75 cents, this thing was pretty thin.  I had to do a double take to make sure that I hadn’t missed getting the entire paper out of the bin.

But that’s how it is in the newspaper business these days.  They’re going out of business, and trying to cut costs by sticking it to the customer.  I’ll go out on a limb here and say that sticking it to the customer isn’t going to work.

As I sat there eating my eggs and hash browns, looking through my paper-thin paper, it didn’t take very long before I gave up and just switched to reading sports on the iPhone.  Ah, much better.  The stories are available at your fingertips, and easier to find.

This is where we’re headed.  Even the waitress was trying to figure out how to get an iPhone.

If you’re in business, you’ll need to become your own newspaper publisher to succeed.  People want to hear about what you’re up to, and what you can offer.

And there are 4 things that you absolutely must have on your website if you hope to succeed in getting your message out there.

If you do these 4 things right, you’ll not only have more customers knocking down the door.  You’ll have something much more powerful, magical, and super important.  You’ll have pre-qualified customers knocking down your door.

No more tire kickers, asking for that “free proposal”.  No more “hey, can I just buy you lunch and ask you a few questions”.

Instead…

You’ll be activating the law of attraction direct to your business, and guaranteeing that the best people for you to work with are finding you, and practically begging to work with you.

The 4 laws your website MUST follow if you ever hope to make a sale are a lot like 3rd grade show and tell:

1. Show what you provide for customers.
2. Tell what kind of customers you focus on and can serve best.
3. Show how your business is unique from others who provide the same product or service, so customers can decide if your solution is the right one for them.
4. Tell what your company stands for.

Get your personality out there.

People want to do business with other people.  Not a faceless corporation.

Show and tell.   It’s that simple.

Reach for the top,
-Wally

P.S. – Show me your website and I’ll tell you how you can double your income within a year.  For details, click here.

P.P.S. – “Anyone who wants to get serious about making money on the web or already has a website would be crazy not to hire you immediately. Feel free to pass on my contact info if they have any doubts about hiring you – I’ll tell them the straight scoop about “Wally the Web Guy”.”
- Sensei Harrison Huff
http://bullyproofkids.com
Sensei @ bullyproofkids.com

Summer is flying by.  I hope you’ve been out swimming, hiking, biking, and hitting up the barbeque as much as humanly possible.  I’ve definitely been taking my fair share of the bike lane this summer, but there’s always time for one more ride…

Today I want to share a quick story with you that happened about a month ago while working with one of Wally’s Web Stars.  We were on the phone, working together to create a bunch of content that we’ll use to populate her website, and, also, parts of the Internet, with her expertise.

In our discussion, something came up about the true magic of the Internet today.

Here’s a window into our discussion…

In the old days, we had to rely on broadcast marketing.  You’d put your name out there in hopes that hundreds and thousands of people would see who you were.  Maybe on TV, maybe on a billboard, maybe in a newspaper.  You’d hope and pray that out of the hundreds or thousands of people that saw your advertisement, a select few would eventually remember you when the time came to buy.

It’s a lot like what you see with the Goodyear blimp.  It’s sitting above a football game, even though nobody at the football game is buying tires.  They’re hoping that every couple of years when you’re buying new tires that they’ve made such an impression on you, that you connect it to that positive emotion you had at the football game.

They’re tossing up the hail mary and praying that you’re going to remember Goodyear the next time that you go and buy some tires, even though you just wanted to see a football game.

Maybe it works, maybe it doesn’t work.  There’s no way to find out.

There are a lot of unfortunate things about the old school broadcast model, and the biggest one is that you spend a hell of a lot of money and you’re completely unable to measure your return.

Another problem is that you’re not able to really tailor your message to the people you want to speak to, and connect to the
people that really need to hear it.   So you’re spending a bunch
of money but there’s no way to find out if you’re spending it wisely.

Compare this with the Internet, which takes all of these problems and eliminates them – if you know what to do.

One of the biggest keys of what to do to be successful on the Internet is to harness the power of long tail keywords.

Imagine for a second the bell curve in a standard statistical distribution. In the middle is a big hump, but on either side are the tails.  Within every search term that you can choose, are more specific terms that are closer to the EXACT match that you’re looking for.

The big hump in the middle is a general term that everyone’s looking for – but on the sides – that is where the specific money making terms reside.

Think about the last time you really wanted something online.
Your search terms were probably pretty long – not just a word, but probably a descriptive phrase.

So, if you’re selling a book, the term “book” is being used by just about everybody.  And that’s crowded, so it’s not a very valuable search term.  “Book” is way too general.

But what if you’re looking for a very specific book, something like “Gulliver’s Travels Book”?

Now all of a sudden, that’s a very specific type of book, in fact a specific name. And, on the standard distribution curve, that’s not going to be part of the bell, that’s going to be way
out on the tail.   Gulliver is not a word that is used every day.

So that’s why it’s called the long tail.

Think about the power of this for a moment.

We can imagine the Internet as a giant sorting machine.

When somebody comes in and types in a very specific keyword that’s two, three, four words long, they’re looking for something that is very specific.  In fact, statistics show that they’re looking to buy something most of the time when they’re using specific key phrases instead of general terms.

But…

It doesn’t really do you any good unless your website is positioned at the right spot in the search engines. The giant sorting machine of the Internet wants to connect you to the terms that connect you with your audience.

Luckily there’s a quick and easy way to make sure that you get connected.  And it’s ridiculously simple.

First, you find out what your keywords are.  (A really easy way to do this is to have a look at my Turnkey Long Tail SEO Keyword Research)

Then, you make sure that the search engines are finding you with some Search Engine Optimization.

Wisdom is often deceptively simple.  A 116 year old lady was asked how to live a long time.  She said, “Just keep breathing.”

Same thing with using the Internet to make money.  Find your keywords.  Get ranked for them.  Cash your checks.  And just keep breathing.

Until next time,
-Wally

PS – The quickest and easiest way to increase your traffic is to begin with a powerful keyword analysis.  You can read about that
here.

PPS – “After following Wally’s recommendations, Google was indexing us within a week, the traffic started flowing in. We haven’t looked back since!”  -Vallene Mros, Graphic Designer