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You must have a web site. I design all of mine as one-page sales letters. The reason I do this is that others who are highly successful do things this way. Using “monkey-see-monkey-do” marketing, I just followed their lead and it has worked quite well. (My partner Dan Shafer over at PublishingProfit.com has some ideas about adding features to this basic concept that we are always experimenting with. Drop by the site for our latest thinking on the subject.)

I offer people a low end product (under $50 if possible, but no more than $100). Once they buy, I try to trade them up to higher and higher-priced products and services. People can also sign up to receive marketing tips at no charge. In other words, I try and get them to buy the initial product (called the front-end product) and then convince them to buy one or more of my higher-priced (backend) products.

Each event you promote should have its own web page to promote that event. I DID NOT say Web site, I said web page. Two very different things. If you’re having a bootcamp (like I did) for self publishers, you could put up a page as an extension of an existing site.

The web address might read www.selfpublishingsuccess.com/bootcamp, or possibly bootcamp.selfpublishing.com.This works fine as long as you have a way to track people who come to your site based on referrals from others. Doing this will allow you to make sure that the right people get compensated for registrations.

One common way to do this is with affiliate tracking software such as the program you find at WebMarketingMagic.com. There are other ways of accomplishing this tracking that don’t require you to sign up for an affiliate program that are explained in the seminar Dan Shafer presents as a joint venture with me, “Let Technology Give You an Unfair Advantage in Online Marketing.”

Regardless of which way you choose to handle it, you need to know when one of your joint venture partners sends someone to your Web site and they sign up for the seminar. Those partners need to feel comfortable that you’ll automatically be able to track where referrals come from so they can be confident of being paid for their help.

Make sure you allow people to register for your event on-line. If they came to you through a Web site, they are probably reasonably Web-savvy and will therefore likely expect and appreciate an online registration option. It will also take up less of your time to do it this way.

The Web site to promote your event need not include all of the bells and whistles of most Web sites. It should look like a sales letter describing all the features and benefits of attending your event. Resist the temptation to add features that don’t have a demonstrable positive impact on your revenue and profits. Particularly avoid graphical and other doodads that increase the time it takes for your site to load into your prospects’ and customers’ browsers.

Make sure to offer people incentives for signing up immediately. Urgency is even more important on the Web than with direct mail. Once someone clicks away from your site, it’s almost impossible to get them to return if they haven’t bought something. You should also give them the option to purchase the audio or video tapes of the event. 

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