Tuesday, 10 June 2008


When trying to market an expensive product it just might be worth considering spending your time selling them the cheaper option instead!

Let me explain…

Buying is an emotional affair which plays an important role in any purchasing decision, even if only subconsciously.

People are naturally sceptical at first but are also willing to be wooed and coaxed into making the decision to buy, and that’s the traditional job of the marketeer.

Part of tapping into all that resourceful emotion is for us to explain to the customer the highlights and potential benefits of owning such an item. Depending on the type of product we might also need to provide detailed technical information before they part with their cash along with some educational stuff illustrating what the product is, can and/or cannot do. But for the most part, emphasizing the benefits and playing down the limitations is the game; and a gentle nudge is sometimes all that may be required to close the deal. As always, each sale is followed up by the obligatory complimentary bullshit; “congratulations on your making a good buying decision” etc. This little pat on the back, however gives them the feeling of well being & gratification, a little self appraisal that we all want as human beings. Some of these values still hold true but for the more expensive (or overpriced products) I have a slightly different approach in which I surreptitiously encourage them to spend even more money but blatantly insult them too!

Don’t just treat the customer like an idiot – insult them too!

Treating customers with kid gloves is just too much like hard work, and besides a charm- offensive is not the natural way to talk to people. Sure you can be charming and courteous and we all like a bit of flirtatious fun, but most people are used to such sales bullshit and you will only reinforce their feelings of scepticism anyway. If you’re trying to sell something then just cut to the chase - you’re just wasting everyone’s time and your desperation will be all too evident if you don’t. A more natural approach and a little bit of emotional blackmail will work every time!

Let’s exploit the buying decision briefly…

People are naturally willing to buy so why waste their time with bullshit when all you really need to do is spend time to explain and educate them as to the products potential benefits. The only difference in wanting the product and actually owning it is “the money” needed to buy it, and provided they actually have the necessary funds (or can get it) it should be a simple process. Selling something cheap is easy, especially without comparison to existing or similar products or competition (unique). Selling something of a higher perceived value in the face of competition however can be a little tricky.

Here are a few more emotions we can exploit. We can later use these emotions to insult our customers and get them to spend more!

  1. Greed
  2. Jealousy
  3. Curiosity and;
  4. Embarrassment

Human beings are instinctively greedy creatures, we all want the best for ourselves and our families and we all want more and more. It’s like a competition amongst us, always striving to outdo others wherever possible. We’re also envious of each other and embarrassed if we cannot or don’t have what other people have (keeping up with the Jones’s syndrome). Combining these emotions we can exploit anyone with their natural desire to want expensive things and makes for an easier sale.

What if the product is too expensive or overpriced?

If the product is beyond their reach then apart from offering finance there’s not much you can do about it except offering a cheaper alternative if one exists. If it is a matter of choice between buying the cheaper branded item then that’s what they will do but if more funds are available, then you should try to simply but subtly embarrass the client into suggesting perhaps they cannot afford the expensive option! A brief but passing comment here and there or reference to the expensive option is all you need to do... just enough information to make them aware of its existence with the occasional dismissiveness and to pitch the lesser item instead.

Human nature; greed, want, desire, jealousy, curiosity and fear of embarrassment will work in your favour, they will override your presumptuous attitude to provide them with a cheaper deal, (how dare you!) while the more expensive and profitable option (and all its benefits) is what you really want them to do anyway!

An idiot can do this

Insulting the customer this way won’t win you any friends but it will generate a higher turnover and make a big difference to your bottom line. Just try pitching the customer on the products limitations and see what happens! If they are aware you can provide them with a better alternative and they can afford it, which do you think they will buy?

A customer will always try to resist temptation to buy expensive from a salesperson because they have a natural inbuilt or learned distrust. But because you’re an idiot and you “inadvertently” treat them like one too - by pitching the lower end product... they can only assume and regard you as having inferior motives to sell effectively.

So you’re not really a proper salesperson after all are you?

Pitching the lower end product gives them the perceived upper hand (intellectually speaking) and their own distrust of you as a salesperson quickly wanes.

Your ineffectiveness to sell by pitching a lower priced product to someone who can obviously afford the better alternative convinces them that you’re not very good at your job. Either that or they think you’re not very good at reading people by statements such as:
“…but this is the more affordable alternative for you” or
“Because it’s more expensive let me show you this instead”

The other thing to notice here is that if you’re convincing enough they will actually question you and your motives for trying to sell a low valued item. Just be dismissive - try to look flummoxed, take on their embarrassment for your mistake, maybe apologize for your ineptness and be as passive as you can. People who have the means (the money) will insist on wanting the best, always wanting the unobtainable, dismissing your roll and talk themselves into buying the more expensive product for themselves – who needs you as a salesperson?

The whole process is made easier because nobody likes to be pitched-to but if you think about it, you’re not really spending your time pitching the product you’re actually selling. Instead you’re surreptitiously spending time pitching the lesser product while at the same time downplaying the more expensive (profitable) product. Your communication with the customer is therefore easier and more natural, less pushy and ultimately more convincing.

The only downside to which I call my “surreptitious marketing” technique however is for me to keep my poker face. It’s sometimes difficult especially in a face-to-face situation to keep eye contact with that bewildered look on their faces!

In a future article I will write about using “surreptitious marketing” to help you sell affiliate products online using ClickBank

Sunday, 8 June 2008

Website Privacy and Security Policy

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Wednesday, 4 June 2008

A Technological Demon

One hell of a learning curve for such a novice!

Not too long ago back in the days of Windows '95/'98, the UK retail store Dixon's announced the arrival of it's flagship product "Freeserve" with dial-up connections at just 0.01 pence per minute, I somehow still managed to run up bills in excess of £80.00 per month!

It would seem an impossible thing to do what I did back then some 10 years ago, running up those sorts of phone bills, but this just proves how hungry I was for the knowledge of the technological marvel of what we now know as the internet (aka) the world-wide-web. Obviously other ISP's existed but "Freeserve" became the mainstream internet gateway for many Europeans.

In my hunger for such knowledge I quickly found myself spending more and more time online, not that I was misspending that time for inappropriate downloads (not all the time anyway), but it seemed that any little piece of knowledge just fueled my urge and led me to investigate and learn even more. I was preoccupied "hooked" into the technologies and faced with learning all that I could just for the sake of it. Unfortunately in those first couple of years I realized I was still left with more questions than answers. But as time went on I progressively became more "expert" however; and technological advances appeared to slow down compared with what I had learned and my ability to learn existing stuff from new. I soon caught up to speed in what was available in terms of computers and existing internet technologies. I even enrolled with the OU (Open University) and studied towards a degree: "Information Technology & Computing".

My problem was and always has been to involve myself fanatically and become entirely engrossed into what ever it is I do. This is still true of myself today, and in the last decade I have turned somewhat into the proverbial geek!

The old fashioned way
Building my first "hobby" generic computer with it's then massive 6.4GB HDD and, website: http://www.mouldmaking.freeserve.co.uk (long winded url) was an enjoyable but very steep learning curve for me. Not only did I learn basic html initially through newsgroups such as alt.html and using Microsoft Frontpage (Yuk), and then Dreamweaver wysiwyg editor. I also needed to learn FTP, CGi, Perl, javascript etc. this was on top of having to learn the intricacies of the FreeBSD (Unix operating system derivative), '95/'98 operating systems (more Yuk), and build my own PC to boot!
I was also promoting my website and learning SEO techniques (Search Engine Optimization) which took up most of my remaining time.
Actually my website did quite well and although competition was quite thin those first few years, I did hold No.1 position worldwide on Google for most of my keywords for 10 years straight. BTW Freeserve was sold out to a french company Wanadoo in 2000 for £1.65bn ($2.37bn) and that was that. Following a rebranding exercise in June 2006, Freeserve and Wanadoo UK now form part of the UK operation of Orange, and are known as Orange Home UK plc.

SEO was understood implicitly but the tedious link exchanges between webmasters were a real nightmare!
Then came the guest books and FFA link farms. These were seen as an easy option to "link back to yourself" (back-links) without fear of rejection provided you furbished them with "I think your site was great", and "I really enjoyed my visit" kind of bullshit to the respective site owners!
Unfortunately for many however; Search engines took a poor view of such spamming techniques and many sites simply disappeared into the murky depths of search results.

Happier times ahead - The modern way...
These days things have changed for the better I'm happy to say, and although spamming is still frowned on by the search engines, a new kind of link building is revolutionary to the SEO arsenal. Far be it for me to sell you on the idea of social bookmarking but with carefully timed posting to these sites, exposure can work their magic for the website owner and those concerned with SEO and back-links.

Read more about Social Bookmarking

Social Bookmarking Tool:
Automated "Spam- free" Search Engine Optimization tool through Social bookmarks"

Social Bookmarking

Social Bookmarking as a SEO Tactic!

A new kind of link building tactic is revolutionary to the SEO arsenal. Far be it for me to sell you on the idea of social bookmarking but with carefully timed posting to these sites, exposure can work their magic for the website owner and those concerned with SEO in creating back-links.

If you are a responsible site owner intent on creating back-links for legitimate purposes then you can use software to "Automatically register and submit metatags" (keywords) to hundreds of Social bookmarking sites including CAPTCHA protected sites.

Automatic submission tool:
Automated "Spam free" Search Engine Optimisation tool using Social bookmarks

Social bookmarking is a great method for Internet users to permanently store, organize, search, and manage bookmarks of interest found on the Internet with the help of metadata (metatags).

In a social bookmarking system, users save links to web pages online in a personalized manner usually for free. Such bookmarks are usually public (social), but can be saved privately, shared only with specified people or groups, shared only inside certain networks, or other combinations of public and private domains - Sorted chronologically, by category or tags, or via a search engine.

Most social bookmark services encourage users to organize their bookmarks with informal tags instead of the traditional browser-based systems.
They also enable viewing bookmarks associated with tags, and include numeric information about the number of other users who have bookmarked them. Some social bookmarking services also enable Drag-and-dropping (Ajax) relationships of tags to create clusters of (grouped) tags or bookmarks.

Many social bookmarking services also have web feed capabilities for new lists of bookmarks. This allows subscribers to become aware of new bookmarks as they are saved, shared, and tagged by other users.

As these services have become more popular, new extra features have emerged such as ratings and comments on bookmarks, the ability to import and export bookmarks from your own browser, emailing bookmarks, web annotation, and other social networking features.

With the launch of itList in April 1996, the concept of shared online bookmarks was born who's features included publicly shared and private bookmarks. Within the preceding three years, other online bookmark services had arrived with venture-backing such as Backflip, Blink, Clip2, ClickMarks, HotLinks, and others entering the market. They provided folders for organizing bookmarks, with some automatically sorting bookmarks into virtual folders. Blink included browser buttons for saving bookmarks; Backflip enabled users to email their bookmarks and displayed "Backflip this page" buttons.

Lacking any viable business model however, Backflip ceased trading citing "economic woes at the start of the 21st century". In 2005, the founder of Blink said, "I don't think it was that we were 'too early' or that we got killed when the bubble burst... I believe it all came down to product design, and to some very slight differences in approach."

Founded in late 2003 by Joshua Schachter, del.icio.us (since acquired by Yahoo! in 2005) pioneered "tagging" and coined the term "Social bookmarking". In 2004, as del.icio.us began to take off, Furl and Simpy were released, along with Citeulike and Connotea, and Stumbleupon. In 2006, Ma.gnolia, Blue Dot, and Diigo entered the bookmarking field, and in 2007 IBM Lotus Connections included a social bookmarking service aimed at businesses and enterprises.

Sites such as Digg, reddit, and Newsvine offer a similar system of organized "social news".


A social bookmarking system has several advantages over traditional bookmarking methods.
All tag-based classification of Internet resources (such as websites) are done by real people (That is to say; You and Me), who understand the content of the resource, as opposed to using the sites own software, which algorithmically attempts to interpret the correct meaning of a resource. Also, You and Me tend to find and bookmark some web pages (gems) that have not yet been noticed or indexed by web spiders. Additionally, some social bookmarking systems can rank a resource based on how many times it has been bookmarked by users, "back-links" which may be a more useful metric than systems that rank resources based on the number of external links pointing to it.

From the users point of view, social bookmarking is an effective and useful way to store and access a consolidated set of bookmarks from various computers, organize large groups of bookmarks, and share bookmarks with others etc. For the Search Engine Optimizer (SEO) however, it can be a very effective free tool if used properly and can even outperform traditional paid methods of driving targeted and qualified traffic.
Automatic submission tool: "Bookmarkingdemon"


Social bookmarking can also be susceptible to corruption and collusion. Unfortunately due to the popularity of social bookmarking, some users are using it as a tool to increase a websites exposure along with their search engine optimization (SEO) efforts making their website more visible. The more often a web page is submitted and tagged, the better chance it has of being found. Spammers are spending a lot of time and effort manually bookmarking the same web page multiple times and/or tagging each page of their web site using a lot of popular tags. Some social bookmarking websites add CAPTCHA protection to fight spam, but unfortunately this can prevent blind users from registering for those services if accessibility CAPTCHA's are not provided.

If you are a "responsible" site owner intent on creating back-links for legitimate purposes then you can use software to "Automatically register and submit metatags" (keywords) to hundreds of Social bookmarking sites including CAPTCHA protected sites.

Automatic submission tool:
Automated "Spam free" Search Engine Optimization tool using Social bookmarks