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G E T P R O F I T A B L E U P D A T E!

April 4, 2001

The "Get Profitable Update" is an internationally published

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IN THIS ISSUE:

MARKETING: Writing Powerful Ads, Letters, etc... That Sell. Part 2

INTERNET UPDATE: GoTo.com Price Increase and Other Marketing

Options

ENTREPRENEUR: Doing Business Internationally on the Internet

- A Word To The Wise

(Do you have a great web site to recommend to our readers?

If so, please email mailto:kevin@getprofitable.com )

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Where You Can Meet Kevin M. Clark

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Salt Lake City, Utah

Business Trade Expo, Salt Palace Expo Center

April 25 - 28, 2001

Booth 917

Feel free to stop by and shake hands and pick up your

Free Special Report.

================================================================

MARKETING: POWER WORDS:

WRITING POWERFUL ADS, LETTERS ETC., THAT SELL. PART 2

================================================================

Power Words... writing powerful ads, letters, etc... that sell.

Part 2

As we discovered in our last issue in Part 1 of "Power Words:

Writing Powerful Ads, Letters, etc., That Sell," which you can

see at:

http://www.getprofitable.com/SpecialReports.html

we learned some pretty valuable words that can literally have a

dramatic impact on your advertising copy. Also included were

some "How To" phrases along with some WIIFM words. That stands

for "What's In It For Me?"

In this issue, I want to finish up with some more power words

you can use immediately to impact your ad copy from everything

from yellow page ads to customer correspondence.

Information Words and Leadin Phrases

People buy magazines and newspapers and listen to the broadcasts

to get information. You can successfully compete for attention

by telling your prospects the things they want to know.

For example try using these lead ins:

Seven way to ____ The truth about ____

The one sensible way to ____ Plain talks with ____

Profitable tips for ____ Confidential chats with ____

20 tips for _____ Advice to ____

Your one sure way to ____ The common sense of ____

Guide to ____ Facts you should know ____

What you should know about __ Mistakes you can avoid ____

Confidence Building Words and Phrases

No matter how attractive your offer is, you must build

believability into your ad. Here are the phrases that will help:

Award winning

Seal of approval

Make this a test

Founded in (year)

Over ____ thousands sold

Proved in laboratory tests

Established ___ years

Money back if you're not delighted

What others might say about (include testimonials)

See before you buy

You risk nothing

If not delighted, just write Cancel on the bill

Price

The next area to address is that of price. People are always

looking for bargains. Here are some phrases that deal with

price:

Sale priced

Fantastic savings

Only ten percent above wholesale price

Price going up

Save up to $____

Price goes up after ___

Less than half price

Never again at this price

Order before the price goes up

Miscellaneous Phrases

Here are a few frequently use phrases that can work in a number

of situations:

Send no money

No obligations

No salesperson will call

Special offer

Money-saving offer

The secret of____

Yours if you qualify

Do you have these symptoms ___?

Who else wants ____

The key to ____

Only $.25 a day

Now you can ____

You don't have to be rich to ____

From factory to you

Buy direct and save

Easy payment plan

For quick information, telephone ____

Orders shipped within 24 hours

Immediate Action Words and Phrases

Most folks tend to delay action. Urge them to act quickly.

Or better still, give them a valid reason for quick action.

Act now

Don't delay

Order now

Investigate today

Act fast

Be the first

Order today

Order now, pay later

Delay may be serious

Don't put off today

Send today

Send postcard today

Get started today

Rush name for details

For a short time only

While supplies last

Price going up

Supply limited

Last chance

In Summary

In writing your advertising copy, don't neglect the tested words

and phrases that are used by the most effective direct response

advertisers. Keep the lists in this report handy all of the

time. Look them over before you write. Refer to them often and

put some you, new, how to into your ads, and letters.

And before you write your Act Now paragraph, review the actions

phrases that experienced ad writers have found helpful in

promoting the thing that every marketer and advertiser wants...

ACTION!

If you have any questions about this information or need help in

writing your own powerful copy to increase sales and profit

results, feel free to email me at: kevin@getprofitable.com for a

free consultation about how I can assist you to reach the next

strategic level.

Best wishes and make your next ad make you money instead of

costing you money!

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INTERNET UPDATE - GoTo.com PRICE INCREASE AND OTHER OPTIONS

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GoTo.com recently announced a price increase that becomes

effective September 1, 2001. Minimum bids have been raised from

$.01 cent to $.05 cents which is a healthy increase for some e-

businesses using them to drive pay-per-click traffic. In

addition, GoTo has implemented a minimum monthly charge of $20.

In other words, if your monthly click-throughs don't total at

least $20, GoTo will subtract the difference from your account.

To soften the blow somewhat, GoTo has "grandfathered" all ac-

counts until Sept 1, 2001. That means all your $.01 cent bids

remain in effect until that time. Existing accounts are also

exempted from the $20 minimum charge until Sept 1, 2001. GoTo

has raised the minimum amount required to start-up an account

from $25 to $50.

You can't change your bids. Should you decide to, your next

minimum bid is $.05. Since your 1-penny bids are probably

niche-targeted keywords, you're probably fairly safe leaving

things exactly as they are. Remember, if anyone wants to compete

for your word, they'll have to begin bidding at a nickel.

There has been a lot of controversy about this but it doesn't

matter because it is a reality. But for many clients and

serious business people I know a nickel for key word terms is

not a bad deal for a visitor. Especially if you have optimized

your site based on a marketing model so that you have an

effective conversion rate of prospects to customers.

That IS the key to making your site profitable: A site built on

a marketing model that converts visitors to prospects to

customers!

But just so you know there are many other pay-per-click options

available to you that you can list your site in that are still

at the $.01 cent per click price. They are not as well known

and do not have as much traffic as GoTo.com but they can

definitely bring you traffic and potential prospects.

Probably the next best choices based on popularity are the

following four sites:

Bay9

http://www.bay9.com/

FindWhat

http://www.findwhat.com/

7Search.com

http://www.7search.com/

Kanoodle

http://www.kanoodle.com/

But there are plenty more to choose from. You can find them at:

http://www.payperclicksearchengines.com/

If you could use a little help in this area, feel free to email

me at: mailto:kevin@getprofitable.com or call toll free at: 1

-877-854-5963 in the U.S. or 1-801-459-9589 outside the U.S.

=====================================================

ENTREPRENEUR: Doing Business Internationally on the Internet

- A Word To The Wise

=====================================================

The following is an article submitted by Kent Rasband on doing

business internationally on the Internet:

It always surprises me when I come across a company that does

not have a web site. It seems as though almost everyone has a

site that will describe their business and even allow online

users to request additional information or make online pur-

chases.

There are some companies that have some really impressive web

sites with interactive capabilities and integrated customer ser-

vice. Most of them think of their home country as being their

primary market; however, as an e-commerce company they are truly

global.

They could have a customer, anywhere in the world, find their

web site and place an order. This is true for all e-commerce

companies or any firm with a web page. I was interested how

international law would apply for e-commerce companies and came

across an article by Kimberely Podlas that discussed this very

question.

There are obvious benefits of e-commerce, as sellers are able to

target new markets at little expense. More small- and medium-

sized companies are globalizing than ever before. With all the

opportunities that exist what are the risks for e-commerce com-

panies? Many companies are in such a rush to build their web

sites for domestic sales, that they might overlook the possi-

bility of a foreign company, or individual, at the other end of

a sale.

Some companies might not take into consideration the additional

expense of transportation or risks involved with a transaction.

Whether a company is targeting an international audience or not,

they should protect themselves from international risk.

There are two primary issues discussed by Podlas concerning

Internet liability: (1) jurisdiction and (2) choice of law. In

other words, which country's laws apply and which country will

hear the suit if were to ever come along. Once these issues are

understood, strategies can be put in place to protect the

seller.

Jurisdiction

The UCC Uniform Commercial Code and CISG (Convention and

Contracts for International Sale of Goods) provide guidance to

both domestic and international contracts between signed par-

ties; however, such guidelines have not been adopted to address

jurisdiction for Internet business issues. "In order for a court

to render a binding decision, it must posses jurisdiction over

both parties".

Jurisdiction may be designated, as stated in a contract, or

implied. Implied jurisdiction is referred to as "personal juris-

diction". Many countries determine jurisdiction by code or

statute.

In the US, for instance, jurisdiction is determined first by

statute, followed by the court determining the standards of Con-

stitutional due process. The Due Process Clause of the 14th

Amendment of the US Constitution limits jurisdiction over for-

eigners depending upon the amount of contact.

Podlas points out that foreign nations typically set jurisdic-

tion by statutes and intervene where the US might not. However,

a foreign court exercising jurisdiction may not be able to

enforce judgement unless there was "minimum contacts"; thus

deferring to US interpretation.

The Internet has made it even more difficult to determine when

"minimum contact" has taken place. Is jurisdiction the location

where the host's web site resides or the location of the cus-

tomer? Podlas addresses this issue; "The greater the connectiv-

ity or interactivity between the site and the customer, the more

the seller injects or places itself into the land of the buyer,

thereby subjecting itself to jurisdiction".

There are three levels of Internet presence: passive, moderate,

and highly interactive. A passive web site, consisting of ads

and general product information, would not be subject to foreign

jurisdiction. A moderate level of activity is where a customer

can exchange information with the host.

This area puts the seller at an uncertain level of foreign jur-

isdiction. Highly interactive web sites typically include e-

contracts, repeated transmission of files and taking orders al-

most exclusively on the web.

Choice of Law

After the jurisdiction is determined, the next challenge is

which country's law applies. Multi-national conventions have

made sought to clarify this challenge. The Rome Convention,

the Mexico Convention, and the Second Restatement of Conflicts

of Laws, adopted a principle of party autonomy.

The parties involved in a contract would determine which coun-

try's law would apply. If not determined, then the courts would

look for a "connection between the contract and the country

seeking to have its law applied". The problem for e-commerce

companies, is again the risk associated with interpretation.

Click Wrap Agreements

Podlas provides some direction for e-commerce companies or any

country with a web site. One way to protect an e-commerce com-

pany would be to block orders from particular countries. This

might not be the most effective or logical approach for an e-

commerce company; however, it could certainly be a part of the

overall strategy. For example, a company selling computers on

the Internet may want to prohibit sales to specific countries

where they are unfamiliar with the laws, customs or culture.

The most effective strategy is what has been termed "click wrap

agreements". The term derived from "shrink wrap" that puts the

buyer subject to the sellers terms when opening a software pack-

age wrapped in plastic. The same idea applies over the Internet.

Instead of having a clause in an agreement or plastic covering

the product, click wrap agreements have a statement on the web

page where the buyer must agree to the sellers' terms by "click-

ing" for the transaction to continue.

The site would explicitly state that, "in the event of a dis-

pute, the law of "X" applies and any disputes will be in the

court of "Y". The buyer would be forced to select these terms

or cancel the order if they declined the terms. Click wrap

agreements must be simple and unavoidable.

With such an agreement in place, e-commerce companies can take

advantages of Internet sales, while reducing risk associated

with international law. Both the jurisdiction and choice of law

would be pre-determined in any sale by the click wrap agreement.

I found this article to be very helpful in understanding how

international law would apply to an e-commerce company.

Reference:

Podlas, K. (2000, Jun/Sep). Global commerce or global liability?

How e-commerce can lead to suit in foreign courts or under

foreign law. The Mid-Atlantic Journal of Business. 89-101.

================================================================

Do you want increase sales and profits?

Do you want to be the "Brand of Choice" in your marketplace?

Call me with your Marketing or Branding questions at:

1-800-877-5963 toll free in the United States or 1-801-459-9589

outside the United States or email mailto:kevin@getprofitable.com

or go to our website GetProfitable.com for more free information.

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