by Frederick Mann
Version 2 - September, 2007
In my opinion, the big breakthrough in this article is the delineation of "levels of Internet marketing skills," ranging from 1. IMB: Internet Marketing Baby to 6. IMG: Internet Marketing Guru. Please don't be offended by the "baby" terminology. It's not intended to be disrespectful. There's nothing disrespectful about being a baby. We were all babies at earlier times of our lives.
Much of the power of this article lies in that it gives you a means to identify where you are. You can then use it to draw a "roadmap" of how you need to advance in order to become successful.
If the sheer volume of things you need to learn in order to succeed seems overwhelming, I sympathize with you. It may be like digging a long ditch. You start at one end and begin digging. Every day you dig as much as you can. If you PERSIST you'll become a better digger and your progress will accelerate. If you PERSIST with LEARNING AND DOING your success is inevitable!
Originally (in 2002), this article was aimed at members of a program called "Direct Infinity." Unfortunately, after 13 days in DI, it seemed to me that it could be a scam, so I stopped my weekly credit card payments and asked them to deduct my payments from my earnings. (Among other things, overnight my downline had dropped from 56 to 2! Although they made many promises about fixing my downline, they never did. They effectively stole my downline of about 50 people! They did send me two checks. Then they cancelled my account without reason or explanation, effectively stealing my new downline, which had grown to about 20!) Nevertheless, joining DI and interacting with my downline was a most worthwhile experience, because it led directly to some of the identifications in this article.
Most of this report applies to marketing practically anything over the Internet. So it can be applied by promoters of any MLM-type program and by their downlines.
A high percentage of people trying to make money on the Internet by marketing something fail. I don't know what the exact percentage is, but I suspect it's around 98% or 99%.
In order to succeed, there are things to learn, skills to acquire, tools to use, and many actions to take.
At what level is your Internet marketing expertise?
Are you like a baby who has not yet learned to crawl?
Are you like a toddler who has not yet learned to walk upright on two feet?
Are you like a two-year old who can barely walk, but cannot yet run?
Have you learned to run, maybe unsteadily, without falling too often?
Can you sprint 100 yards and comfortably run five miles?
Can you run fast down an uneven mountain trail with lots of rocks and many slippery parts?
Consider a "scale of online marketing skill levels" (note: you can replace "Marketing" with "Moneymaking"):
(6 Minutes to Riches and Thirty Day Challenge provide basics that could enable you to advance from IMB to IMC or higher.)
IMCs may also spend time, ineffectively submitting to search engines, posting weak advertisements, using "blasters", etc. IMCs may think that in order to succeed with a great program, all they have to do is send a weak email to their friends and contacts. When promoting programs, IMCs typically get zero or minimal results, and quickly give up. They may also go (like humming birds that can't drink) from program to program without making any money.
IMWs typically don't realize the value of having and building a growing list of opt-in prospects they can market to over and over. IMWs typically have a low understanding of cause and effect. They may make a little money, but not very much. They tend to blame the programs they're in, other people, and factors outside themselves for their lack of success. Their ability to judge the value, quality, and potential of programs may also be weak, so they may waste a lot of time and money on programs with a low success probability.
IMRs also improve their ability to recognize, write, and use sales copy that produces results. They may be aware of "Cracking the Code" and at least somewhat alert to potential opportunities to apply it. IMRs may also become aware of the principle of "Massive Action." IMRs learn about the "Power of Systems" and increasingly use automated systems to make their marketing more effective with less work.
Typically, IMPs earn enough money on the Internet, not only to live from, but also to pay for assistance in the form of webmasters, programmers, and administrative help. They use one or more websites that attract visitors and they have systems in place to "capture" more and more of the visitors so they become members or subscribers who can be promoted to repeatedly. See Money Skill #40: Marketing. The most powerful BY FAR guide I've come across for writing effective marketing copy is the chapter on "Earthquake Persuasiveness" in the book Simple Steps to Impossible Dreams by Steven K. Scott.
Note that the scale from "IMB: Internet Marketing Baby" to "IMG: Internet Marketing Guru" above pertains to a "skill dimension". There's also a "victim-to-champion dimension". Having a victim mentality may be a more important MBI (Make-or-Break Issue) for you than lack of skill. If so, you should overcome your victim mentality first -- see Shift from Victim Mentality to Champion Mentality!
An important step in developing your Internet Marketing effectiveness is to identify your current "marketing level" -- 1. IMB, 2. IMC, 3. IMW, 4. IMR, 5. IMP, or 6. IMG.
See also: Discover & Confront Where You Are! (contained in the Get-Real Success System).
Soon after beginning to promote Direct Infinity, I started receiving some very revealing emails, some worth analyzing:
Direct Infinity's page says to go to ONLINE HELP for training... would love to - but WHERE IS IT????I need to know what to do with the 100s of leads I have sitting in an e-mail folder.
Where do I learn what to do with these things? (I already know how to turn my computer on and how to "copy and paste" ...) but what do I copy and where do I paste it???
Have spent many $$$ on e-manuals, e-books, etc that claim they will take the beginner (that's me) step-by-step ... but they all start in the "middle" ...
HELP ! ! ! !
JA
The above email made me realize that some people are at a marketing level which is the equivalent of "babies who can lie on their backs, cry, smile, wave their hands, and wiggle their toes, but cannot yet crawl."
I recently joined Direct Infinity and you are my sponsor. Lucky you!! I logged in to my website and to be honest I was overwhelmed with all of the options available. Can you please give me some help on how to get started and guide me to get this going? Any help will be appreciated. Thanking you in advance.JL
The writer of the above email is most likely at the level of 1. IMB: Internet Marketing Baby.
I just joined Direct Infinity and I think my eyes were bigger than my stomach on this one. I have no expericence with marketing. Can you suggest anything at all for me?WS
The writer of the above email is most likely also at the level of 1. IMB: Internet Marketing Baby.
WILL SOMEONE PLEASE HELP ME!!!!!!! I joined DI a few days ago, and don't have a clue what I need to do to proceed! Please give me some guidance or I will be forced to stop my membership. I don't expect for anyone to hold my hand, but I do expect someone to help me get started and tell me what I should be doing. Thanks, BW
If you're at the level of 1. IMB: Internet Marketing Baby, it's important that you realize this and not be offended by the designation. Realizing where you are, coupled with the skills of the next level, helps to indicate your next step to you.
THE PROGRAM YOU ARE PROMOTING "Direct Infinity" IS NOT REALLY EMERGENCY. IT IS JUST ANOTHER MLM PROGRAM JUST LIKE ALL THE OTHERS AND INVOLVE THE SAME STRATEGY. I JOINED FOR FREE AND YESTERDAY I RECEIVED OVER 50 MEMBERS THAT JOINED UNDER ME. NOTHING TO GET EXCITED ABOUT. THEY JUST JOINED---THEY DID NOT PAY. AND THEY PROBABLY WON'T. MOST (99%) WILL BE DOING LIKE ALL THE REST. THEY WILL JUST JOIN, NOT PAY. MAYBE ONE OUT 1000 WILL PAY. YES, IT IS A GOOD MLM PROGRAM BUT I'D PROBABLY SPEND OVER $5,000 BEFORE I WOULD GET ONE <PAID MEMBER>. FOR SOMEBODY LIKE YOU WHO HAS A HUGE DATABASE OF EMAIL NAMES--NO PROBLEM. TRUE, BY PAYING I WOULD RECEIVE EMAIL NAMES TO PROMOTE.LIKE I SAID I WOULD BE SPENDING MORE THAN I COULD AFFORD AT PRESENT TO EVEN GET ONE TO PAY. THERE ARE A ZILLION MLM PROGRAMS OUT THERE. DIFFERENT NAMES, DIFFERENT STYLES BUT ALL THE SAME STRATEGY. I WISH THERE WAS AN MLM PROGRAM WHERE I WOULD PAY $200 TO $300 AND THEY DO EVERYTHING. NO PROMOTING, NO BUYING EMAIL NAMES, NOTHING. THEY WOULD DO IT ALL. THAT WOULD BE THE IDEAL MLM.
HB
The writer of the above email seems to be a perfect example of someone at level 2. IMC: Internet Marketing Crawler. It's very interesting that he "realizes" (probably at a low level of understanding) that "because" I have "a huge database of email names," succeeding is "no problem" for me. But it seems that his understanding of cause and effect is insufficient for him to realize that if he created his own opt-in list of prospects to market to repeatedly, he would have a better chance of success.
Note what he says in the last few sentences about the "MLM program" doing all the work, making it an "ideal MLM." Doesn't he even realize that MLM stands for multilevel marketing? If the company did everything, it would be "ULM" (unilevel marketing)!
(An email (and any other communication) can be analyzed to determine what percentage of it is about the subject the writer ostensibly addresses and what percentage is about him/herself. Note that HB's email above is close to 0% about Direct Infinity and close to 100% about himself.)
A large percentage -- maybe 80-85% -- of people trying to make money on the Internet are at levels 1. IMB: Internet Marketing Baby and 2. IMC: Internet Marketing Crawler. As long as they remain at these levels, and attempt to make money by selling and/or recruiting, their chances of success are close to zero. (Their chances of success are not quite zero, because they might "strike it lucky" in some program by landing a "heavy hitter" in their downline.)
The following exchange is also revealing:
RR: Does this program charge a 15.00 admin. fee on the 25.00 per month payments, same as the 100.00?Frederick Mann: I don't know. What do they say on their website?
RR: They do not mention it at all. Also there have been two upgrades several hours since I upgraded but no credit given for them.
It seems that this person hasn't sufficiently studied the program's website to realize that he needs to generate sales to earn money. In general, his email creates the impression that he has very little understanding of cause and effect -- that it's necessary to think about how you design a communication in order for it to produce a desired effect.
Now I have some really bad news for you. About 10-15% of people trying to make money on the Internet are at a level below 1. IMB: Internet Marketing Baby. A baby knows how to cry in order to receive food, drink, and/or attention. See "Power Messages" in #TL10: How to Achieve and Increase Personal Power.
I'm not going to give this lower level a designation, other than to indicate that it's in "negative territory" and people operating at this level tend to be "their own worst enemies." Again, in my experience, about 10-15% of people trying to make money on the Internet, at least some of the time, operate in this "negative territory." They typically, through their own ineptitude, have trouble reading and following instructions, signing up, logging in, writing sensible emails, etc. If you are one of the unfortunate people at this level, then it's important that you recognize this and start moving up to more productive levels. You may be able to so by studying and applying the following:
It's useful to think in terms of a threshold between failure and success. As you learn, acquire more skills, use more and better marketing tools and use them more effectively, and improve the quantity and quality of your marketing actions, you progress and advance. As you advance, your chances of success gradually improve. Eventually you reach a point where you're winning more than you're losing. This is the threshold between failure and success.
Where you are in terms of the above marketing levels, how quickly you learn, and how much time you devote to learning, determines how long it will take you to reach the success threshold. It may require MASSIVE LEARNING ACTION on your part. If you don't recognize where you are and/or don't make the necessary learning effort, you will not cross over the success threshold... and you will continue to fail...
See Money Skill #100: The Threshold Principle.
The threshold between failure and success for Internet marketing is somewhere in the region of 3. IMW: Internet Marketing Walker and 4. IMR: Internet Marketing Runner.
If finding the time to devote the required effort to advance yourself is a problem, read "The Only Thing That Makes Any Positive Difference In Your Life!" by Gary Halbert.
The first vital step in raising your marketing level is to find out where you are. This is particularly important if you've been spending a lot of time in "negative territory."
As a result of my interactions with various people in my downline, I realized that before some people can allow themselves to advance, they need to Wake Up their Desire to Learn, Grow & Succeed. To address this issue, I've written #TL03C: HOW TO WAKE UP YOUR DESIRE TO LEARN, GROW & SUCCEED.
VERY IMPORTANT: Some people find it difficult or even impossible to figure out how to do certain things on their computers. Sometimes it's due to the poor quality and inadequacy of the instructions. Sometimes it's due to the ineptitude and incompetence of the person. Sometimes it's a combination of the two. In order to advance, it may be necessary for you to get someone reasonably computer-literate and good at figuring things out to sit next to you at your computer to help you figure things out. Some people can't advance without such assistance. This may apply to the writer of the first email quoted above.
Typically, when you join a program, they display your promotion or marketing URL. They also send you a "welcome" email with the promotion URL. They usually tell you to keep the email for future reference. Usually you can also find your promotion URL by logging in to your Member Area.
In order to be successful, "all I need to do" is to persuade enough visitors to access my promotion URL. I say "all I need to do" in quotes because it's much easier said than done.
The following table is important in indicating specific areas of improving your Internet knowledge, skills, and practices. It itemizes some key differences between the successful marketer (a) and the 90%+ who fail (b):
| Successful Marketer (a) | The 90%+ Who Fail (b) | |
|---|---|---|
| 1 | Realizes that marketing requires specialized skills | Desperately hopes shoddy emails will work |
| 2 | Seeks to continuously improve marketing efforts | Persists for months or years without improving |
| 3 | Studies and uses others' successful methods | Does "own thing" whether it works or not |
| 4 | Develops and implements marketing plans | Operates haphazardly |
| 5 | Utilizes extensive automated systems | Operates unsystematically |
| 6 | Tests, tests, and tests -- discovers what works | Doesn't know what works and what doesn't |
| 7 | Markets what's really worth marketing -- quality | Often tries to market "garbage" |
| 8 | Leads with something FREE or easy to sell (like BB7M!) | Leads with hard-to-sell programs or products |
| 9 | Understands "numbers marketing" | Has no appreciation of the numbers involved |
| 10 | Takes massive action, marketing to appropriate lists, etc. | Posts a few ads, sends out a few emails, or spams |
| 11 | Does not try to "close" sales | Tries desperately to "close" sales |
| 12 | Gains "unfair" advantages over the competition | Is ineffective and at a constant disadvantage |
| 13 | Utilizes multiple methods to attract traffic | Is fixated on one or two methods |
| 14 | Uses op-in lists extensively | Rarely or never uses op-in lists |
| 15 | "Captures" opt-in prospects for "permission marketing" | Has no systems to "capture" opt-in prospects |
| 16 | Develops rapport and trust with opt-in prospects | Antagonizes with spamming and junk emails |
| 17 | Markets to the same opt-in prospects repeatedly | Dumps junk emails on unresponsive victims |
| 18 | Helps educate prospects so they become customers | Marketing efforts have no educational content |
| 19 | Develops "communities" to market to | Markets to unresponsive strangers |
| 20 | Realizes that there's a fortune in following up | Hopes for one-shot successes |
| 21 | Continually increases marketing leverage | Has little understanding of marketing leverage |
| 22 | Writes attention-grabbing headlines | Writes weak and/or dishonest headlines |
| 23 | Uses formulas ("AIDA," "Promise & Proof," etc.) | Doesn't use formulas |
| 24 | Uses time-tested and proven words that sell | Doesn't know the words that work best |
| 25 | Continually upgrades self, life, and operations | Stagnates |
I received the following email:
I am in a very elite NWM Company, NOT these Internet things that last a few months to perhaps a few years and you have to be in MANY of them to make the kind of money that I am making focused on one GOOD one. Then after they fail (and they all do), you have to start all over again and again and again. I am not used to that. That is why I wanted your advice. YOUR BIGBOOSTER SYSTEM IS VERY COMPLEX. I SIGNED UP UNDER YOU A WHILE AGO AND DONT EVEN KNOW IF I have my own SITE AND HOW TO PROMOTE IT. Anyway, it is ok. I DO support my people in my company. Nothing personal, but I believe if you support, train and have conference calls you will be more successful. Goodluck!
K
When he wrote the above email, the writer was operating mostly in "negative territory." He doesn't say who he is or what program he's signed up for. He doesn't include in his email what he's responding to. He doesn't say what an "NWM Company" is -- I have no idea. He doesn't seem to realize that if you build your own opt-in list of prospects to market to, you don't "have to start all over again and again and again." The fact that programs fail, and you lose your downlines in them, is another very important reason why it's vital to have your own lists. He says he wanted my advice, but without saying about what -- I have no idea. He wrote about "your BigBooster system." I don't know for sure what he's referring to. My best guess is that it's BigBooster7Million. If so, it seems that he didn't read his "welcome" email and deleted it. I suspect that as an Internet marketer this person operates mostly in "negative territory." It's quite possible that as a telephone marketer he operates at a much higher level!
It's very important to consciously and deliberately design your emails in order to achieve specific objectives. Writing effective emails may require much more thought than you suspect. You need to consider what the recipient knows and doesn't know. You may even need to think about who you should really send the email to. (Sometimes it's an email that you really should send to yourself!) Before asking questions about something you have information about -- for example, a program -- you should read the information.
You need to realize that MLM companies typically receive 100s or even 1,000s of "dumb emails" similar to the above every day. I suspect that a high percentage -- probably more than 90% -- of the emails they receive are "dumb." So, if you contact them, you may need to make a special effort to write a sensible email with a subject that will enable them to recognize your email as "not dumb." Otherwise, your email may simply be deleted like all the other "dumb" emails.
You may be able to learn something from asking the following questions:
On 12/19/2000, at about 2.30 PM, I started promoting The Underground Directory. I emailed the dynamite sales letter to about 8,000 people on our various lists. Less than 24 hours later, about 900 people had clicked through to the "destination website," 40 had purchased the product ("The Most Dangerous Book in the World!"), and 75 had signed up as Affiliates. (Unfortunately, the affiliate program for The Underground Directory has been closed.)
Think of this as a case study in effective Internet marketing, with the following elements:
In his excellent book, Multiple Streams of Income, Robert Allen talks about "cracking the code." As prime example he gives the phrase "Nothing Down" which has been used to generate hundreds of millions in sales. The phrase "Nothing Down" is a "code" that appeals to people. Such a powerful "code" can make a huge difference to the response rates you get. While not quite as dramatic as "Nothing Down," the phrase "GET THE MOST DANGEROUS BOOK IN THE WORLD!" is quite powerful. It's important to find powerful attention grabbers that work well in headlines.
A year from now, it's conceivable that our "community" will have grown to 40,000 people. Had our "dangerous book" mailing been sent to a community of 40,000, the equivalent results would have been 4,500 clickthroughs, 200 sales, and 375 Affiliates -- in less than 24 hours! Our cost, time, and effort, in emailing 40,000 are no more than for emailing 8,000. This demonstrates how exponential earnings can be achieved on the Internet -- earnings that grow the same way compound interest does. It also shows why it's so important to persistently expand your community to market to.
See also Dangerous Books Power Page.
You can obtain leads from sources such as WealthTekk -- upgraded members receive over 2 million leads.
In general, you can email to such leads as often as you like. If phone numbers are included, you may also telephone them.
In emailing to such leads there's a risk of being accused of spamming. I suggest you join the Direct E-Mail Advertisers Association (DEAA) as a member. It's FREE! Read up on the distinction between UCE and spam. Study the DEAA guidelines.
I suggest you use DEAA's FREE List Washer to remove troublemakers and people who don't want to receive UCE from your leads.
Your emails to your leads should always include a "not-spam" paragraph. Check the DEAA guidelines. Always include removal instructions in your emails. Here is an example:
My name is (Your Name) and I'm contacting you because your name is on my list of folks who have expressed an interest in receiving information about home-based business opportunities. If this is not true, please accept my apologies and rest assured that you will not be contacted again if you don't want to be. To be removed from my list, please reply to this email with "REMOVE" in the Subject field of your reply.
The simplest way to email multiple people at the same time is to copy & paste the email addresses into the BCC field of your email ("blind carbon copy" - so recipients do not see each other). This may be good way to start, however, it's cumbersome and not very efficient.
As a more efficient method, you could use an autoresponder (Google: "autoresponder") to manage your leads and email to them.
Another option is to use "Aureate Group Mail" -- do a Google search to find FREE download sources.
Several WealthTekk members have asked me questions about how to promote WealthTekk and how to utilize the millions of leads they provide. Here are some answers:
The first thing to realize is that all your "front-end" marketing (to strangers) should be to build your list(s). Your moneymaking programs should be promoted only to your lists ("back-end marketing). You promote to your list(s) by emailing them repeatedly.
An effective way to promote is to post in Discussion Boards and Forums.
See also TrafficTesters.
Steve Sigman, principal of WealthTekk, told me the monthly subscription for Veretekk is something like $41. He also told me they have a "Vmail" system and you can import 10,000 leads a day. A major advantage of using Veretekk to mail to your leads is that they would get any spam complaints generated.
If you want to buy leads, I suggest you get MLM genealogy lists -- people who've had some experience with MLM-type programs. In my experience, MLMers are better than fresh leads, because MLMers have had some experience. Many MLMers also have contacts they can promote to. Google: "MLM genealogy lists."
You could use a "group mail" program to email them. Google: "group mail." You can get a free group mail program, but it may be better to purchase one for $50-$100. (Free versions usually include "external ads" in the emails you send out.)
Depending on your level of expertise, you may need some technical assistance to import the leads into your group mail program and get it going.
If you promote to about 100,000 prospects (like MLMers with some experience) a day, you should be able to earn several thousand a month with WealthTekk.
If you want to go to the "next level," you could set up a dedicated computer and mailing system to promote to about 1,000.000 prospects a day. This should enable you to earn ten thousand or more a month with WealthTekk.
Sending out UCE ("unsolicited commercial email") is legal if done properly. Google: "UCE." You may want to check your ISP's policies regarding UCE. Google: "UCE friendly ISP."
It may be worth using a separate ISP just for your email marketing. (You don't want to lose your main ISP because of possible spam complaints.) Google: "ISP comparison."
To avoid spam complaints, you may want to initially send out several emails to "clean your list." You give people the opportunity to unsubscribe before you promote to them. You can tell them that if they remain on your list, they are effectively agreeing to receive future promotional emails from you. I have used this approach to email to a purchased list of nearly 500,000 MLMers. Only one spam complaint has been generated.
It's vital to never use a direct program URL in your promotion. You can use a URL redirect service. Google: "URL redirect."
It's also important to minimize the chances that spam blockers will filter out your emails -- see http://www.lyris.com/resources/contentchecker/.
Many companies provide leads (of varying quality) that include an opt-in IP address and date. If you promote to such leads, be sure to include the IP address and date in the emails you send out. (This establishes that the leads have agreed to receive your emails.)
To improve email deliverability, you may want to ensure that your email host account is set up properly to cater for "reverse DNS lookups." (You may need assistance from someone with technical expertise to handle this.) The "PTR record" of your email host account needs to be configured properly. Google: "reverse DNS lookup" and "PTR record."
The most noteworthy statistic below is that by sending 2,106 "interested visitors" to a certain program's website, it was possible for me to earn $107,500. ("interested visitors" refer to people who entered their names and email addresses at the website.)
# of Visitors Who Provided Email Addresses: 2,106
Total Earnings: $107,500
Earnings per "Interested Visitor": $51.04
# of Requests for Callbacks by Professional Team Leaders: 220
Earnings per Callback $488.63
# of $3,000 Sales: 34
# of Callbacks to Produce One $3,000 Sale: 6.47
The statistics reflect my track record with a certain program from 25th January, 2006 (the day I joined) to 18th August, 2006.
The program utilized professional sales people called "Team Leaders." Interested Visitors could complete an online form to request callbacks from Team Leaders. On average, for every callback requested, I earned $488.63
Apart from earning over $100,000, the most important statistic is "Earnings per "Interested Visitor": $51.04." I estimate that the total number of visitors sent to my program website during the case study was about 15,000. About one in seven visitors were interested enough to provide their email addresses. This means that I earned about $7.16 per visitor on average.
Quality of visitors is very important. Most of the visitors came from my own lists I've been building since 1997. It's very important to understand the difference between promoting to "MLMers with some experience and online moneymakers" on the one hand, and "opportunity seekers" on the other hand. Generally, promoting to "opportunity seekers" yields poor results.
The lowest-quality visitors are probably "guaranteed visitors." The ones I've tested have all yielded zero results. There are dishonest and fraudulent ways for companies to send "pretend visitors" to a website -- with your website stats showing the visitors -- but with no visitors having actually seen your website! So, if you purchase "guaranteed visitors" sent to any of your websites, the chances are high that you'll get zero results!
The next lowest-quality visitors are probably leads provided by lead companies. Generally, it's a waste of time and money to promote to such leads.
Good-quality leads are people on your own lists you've communicated with repeatedly -- even if it's just in the form of promotional emails. I started building my own lists in 1997 by promoting to discussion boards. Many discussion boards are frequented by people who've been trying to make money online for some time, and who have spent money on money-promising programs. Most of them have not earned any significant money. If you respond to their questions and you have something really good to offer, you can get them to join your lists. In general, my own list-building methods bring me good-quality leads.
Best-quality leads are people who have purchased from you and/or who have participated with you in one or more moneymaking programs and earned at least some money.
It's important to note that my own promotion of the above program was mostly to good-quality and best-quality leads. Had I promoted to lower-quality leads, my results would not have been as good.
It's also important to note that this case study represents a "statistically significant sample." Once you've established such statistics, you get a "read" on what you need to do to earn money with a particular program, and how profitable your marketing actions are likely to be. You also get a "read" on what it might be worth paying per visitor generated, if you decide to use paid advertising.
From a business perspective, the statistics open the door to testing various forms of marketing. If you can find a way of spending $1-$2 per good-quality visitor to a particular website (earning you $7 each on average), then you can "roll out" what's profitable and earn virtually unlimited amounts!
For additional marketing resources, see Free Submitters & Website Marketing Tools, and more notes on "Cracking the Code" (contained in the Get-Real Success System).
A few days ago I found a business card on my car door, with "This card is worth $250,000+ per year! Let me show you how! If you think this is too good to be true, don't call me. 800-xxx-xxxx." You could use a similar card with a website URL.
You could also experiment with newspaper classified advertisements. See Gary Halbert's website for this and other ideas. You can become quite creative at developing inexpensive forms of offline advertising to attract visitors to your website(s).
[Note: junk-mail, letter-box drops, door-to-door, etc. - generally unwanted, untargeted, offline spam - are amongst the least effective, most expensive, and most difficult methods around - best avoided until you have ample experience with other methods and have explored better alternatives first.]
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