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Terry: So if somebody searches for, “HP Pavilion desktop computer,” that’s what should be in the headline of my Google AdWord.

Phil: Yes, absolutely. That’s far more likely to get the click than a generic headline of “desktop computers.”

Terry: Right. So, where do I go about getting these keywords? I have a computer company, I’m sure I can think of a bunch of things off the top of my head, but not keywords that people are searching on. Where do I go to find out what people are actually looking for?

Phil: That’s a great question, Terry. The most important point that I touched on earlier is to not just go by gut feeling using the tool at Google. They are improving that tool all the time, though. But, I have a great example from our first website why not to do your keyword research that way. When we started out on the Intern et, we started with a site that sold and still sells high quality oil painting. Now, I wouldn’t have set up an oil painting website if I knew then what I know now.

We got everyone together, including friends and family, and brainstormed the phrases that we thought people would be typing into their favorite search engine if they wanted to buy a painting, which is what we were selling. The two phrases that were most popular in our discussion were, “oil paintings from photographs,” and, “old master reproductions.” They sounded fair enough. Within that business field they were the field that people used to describe those products.

We spent hundreds of hours and hundreds of dollars on software to learn search engine optimization for ourselves to enable us to create web pages that should rank high in the search engines for those phrases. This isn’t talking about pay per click; this is talking about generic search listings, which is the database of listings that cause pages to appear at the top of the ranking when people search for a particular term. That was the free search engine listings, if you’d like to differentiate it from pay per click.

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Terry: Yea, I’ve gone through the same procedure that you’re talking about now, yep.

Mike: Yea, you know, as soon as you join they ask you for two e-mail addresses, your admin and your safe list e-mail. As soon as you enter your safe list e-mail, the first thing that happens is they send you to a page that says, “We just sent a validation e-mail to this address. Please go to your inbox and click on the validation link, and then you could start using our mailer.”

But what ended up happening, and I’m sure you remember this if you joined, sometimes you didn’t get those validation e-mails for about five minutes, sometimes an hour. So what ends up happening is, if you start using a lot of safe lists, your inbox starts getting up to 5,000 or 10,000 e-mails a day.

So what I started doing was the next day, I would just do all the validations at one time and I would sort my inbox alphabetically and scroll down to the “v” section, or I would just type in the filter, “val” and then all of a sudden I would see all the validations. That’s when it hit me.

I said to myself, “If all these other people are getting 10,000 e-mails a day and using a one click delete option and not reading everything, what if I put the subject line ‘validation’ in the subject of my ad?” So at that time I got a course from Mark Joyner and he had said something about target, tie in and collect; you want to target your audience, tie in a free offer, and collect their e-mail addresses. So basically what I did at that time, just to speed up the story, is I created this little membership called “Powerless,” and I took about 15 of the biggest safe lists on the Internet and I just created an ad for them.

I also made a free membership area around it and I said that Powerless will give you access to e-mail millions of people each month spam-free, 100% double opt in. Then, I tied in some free offers. I said, “If you join now, you get the safe list directory eBook, and this web army knife…” They got four or five different gifts just for giving their name and their e-mail address.

So now at this time the submitters started coming out; things like I post ad or a safe list submitter. You could join about 500 of these safe lists automatically and then it would automatically once a day, at midnight, when all the clocks reset, I would just reload the software and send it out.

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Terry: So, the difference between a pyramid scheme and an MLM company really focuses on the integrity of the company and the integrity of the product. Are they not built exactly the same way… where you have somebody on top and that person signs up two people and that person signs up two people? The actual structure of the downline is the same, is it not?

Joe: The difference between a legitimate company and a scheme is the fact that it’s not built on any substantial, solid foundation. Although both concepts have people who introduce people who introduce people, and the multi-level aspect is similar, other things are different.

The most well known pyramid scheme is chain letters, where people are encouraged to send money to the first five people on the list and then add their name to the list. That sort of approach has no product associated with it, it is not based with a company that has passed any cultural commitments with integrity, it is not recognized by the DSA or any legitimate bodies who help to self-regulate this industry. So, people who are involved in those scams will always go under, and unfortunately they will take a lot of people with them and leave a bad name.

Terry: Okay. The industry average for network marketing success is about 3% to 5%. Why is it so low and what are people doing wrong?

Joe: Unfortunately because this is a volunteer type business, people don’t treat this in the same manner that they would treat a professional income or professional occupation. They do it sometimes when they feel like it, which may just feel like an inconvenience. So, it’s not pursued from a solid business prospective and no business plan is put into place.

My new book, The Seven Step System to Building A Million Dollar Network Marketing Organization, actually addresses that exact question because people don’t have a solid system or the belief in what they’re doing or the structure to support their success. They don’t take on personal development to make themselves an attractive sponsor or business partner.

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Richard: The alternative is, for some people, the family lawyer might offer you a free will when you buy a house. That’s done in Australia. That’s fine for a lot of people, and that’s certainly better than not having any estate planning done at all. But, if you have any complications in your situation, or if you’re not really happy about the advice that you’re getting, spend the extra money, get the good advice, and have the peace of mind.

Terry: So, you have this business, which I would say is definitely a very niche market. It’s definitely not a mainstream product that you would be able to just get. How do you market your business and who is your target market?

Richard: The first product I did was Drop Dead Organized, which was an introduction to estate planning eBook. I sold that through joint ventures with ezine owners.

Terry: What kind of ezine owners?

Richard: All sorts; mostly in some financial ezine and small business ezines. It’s a hard sell because you’re trying to sell something that is about death and problems in the future that people don’t want to anticipate.

Terry: Exactly. What kind of a response did you get from small business ezines?

Richard: Slow. Lots of interest, but you’re trying to set up joint ventures, and you’re coming up against this all of the time. It’s important stuff, but it’s something that most people don’t want to address. I can understand that because when I was practicing, you come up with the same issues. People ask you about wills and estate planning and you explain why it’s important. But, when it comes down to people actually taking the next step and doing something about it, there’s a reluctance to do it. Death is a hard sell.

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Jay: Basically, you're going to have to upgrade the hardware on your computer. If you have a desktop computer, that's relatively easy. To make it as simple as I can, I would suggest, for anyone who is contemplating doing that, is to go see a techie personally. Go to, in England it would be Tesco, overseas; here in the states it would be Circuit City. Talk to a techie and tell him what you want to do. 'I want to start making impression videos, give me the necessary ram, video card, for the computer I have.'

Let him make recommendations for you, he can take you right to the equipment you need. Because there are so many variables as far as getting good quality, you don't want to buy something you don't need, but you certainly don't want to under buy. because you simply won't be able to get the work done that you really want to.

Terry: Let's assume that I have a Hewlett Packard Pavilion Desktop, fairly heavy duty, it has pretty much what I need. Now I've got this video I created in Windows MovieMaker, it's 1 GB. Is Windows MovieMaker the piece of software that's going to render that, compress it down for me to be able to upload it onto my website?

Jay: I've never taken that big of a file and worked with it in MovieMaker, I would have to test it. Usually I use Sony Vegas ad Camtasia Studio. I'd never tried it but I can tell you this, get at least 1 GB of memory on your computer; also a high definition video card. These are just general guidelines. You said you have Hewlett Packard; I would call their support or sales and tell them what you want to do; ask them what you can add to this computer from what they offer.

If you have HP, I'd probably stay with HP peripherals that you could slap in there. I'm not a big techie, but I know that you're going to have to get more memory, a video card that can handle the things that you're throwing at it to be able to render this with any software that you use. The software is like the organizer that can put it all together. You have to have a machine that can handle the processing, the computing power that would be required to do that.

Terry: Okay, let's assume the computer is set; I've got everything that I need hardware-wise. Let's use the system that you use, it makes send to follow along with the exact process that you use. You use Sony Vegas and Camtasia Studio; that software, will that render?

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Mark: Exactly! With videos, almost 90% of the time there's a comedy element to them. But with a report for a particular niche, you want to help people. And if your report does that, it'll get passed around.

Terry: Excellent! Now how about if you send out a report and you let people brand it with their affiliate link. Then it goes viral even faster. How can you let people co-brand your report? Is there a special way to do that?

Mark: Yeah there’s a piece of software called Viral PDF. Basically you could do just like Terry said. Put your links in there and let your affiliates rebrand it with their affiliate link. Then when they send it off, they get commissions from the report. So they're motivated to send and promote it, because they getting money every time people buy a product.

Terry: Exactly! So it becomes more viral, because people have an incentive to send it further. They've got their link in it as well.

Mark: Exactly!

Terry: Excellent! As far as video, is there any way to brand a video? So if I want to send a video for one of your products, for example, can I brand that video with my affiliate link?

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Terry: When you first started the site did you contact FK technologies first and describe what you wanted?

Darryl: Actually I didn’t start through FK I found FK through some affiliates of mine. I started with two friends that I was working with and they created the initial site. However they were part of the corporate downsizing so they had to move across country and we kind of lost touch, but they initially created the site based on what I wanted. I laid everything out for them and they made it happen. The same thing for FK. The amazing thing with FK is I sent them what I called my butchered layout. I will make something up in word for a part of the site where we want to make it happen, and they take that and turn it into a beautiful work of art. I think that is very important for people who want to create a website. You have to have a good relationship with your programmers and build the trust so they can almost anticipate what you’re thinking and what you are trying to say when you’re telling them.

Terry: Great. As far as doing a layout, when you first started with ISO you put it on paper and then went to programming guys, they put it together, it went back to you and you uploaded it on line?

Daryl: No, they do all that stuff.

Terry: They do that as well, okay. So you have your finger on the button and the overview of everything?

Darryl: True. I know what I want and I know that with the internet there has not been one thing that I wanted to do that my guys have not been able to figure out how to do it. To give you an example the auto responder was a big undertaking. We launched the auto responder in May of 2004. We went to our current members and told them we were going to include an auto responder in the system because it’s something they were saying they wanted. We asked the members what they wanted an auto responder to do and we had about twenty five pages of requests from our members. Jeremy and I went through these things and created a customized outline, took it to FK, and then they built the auto responder based on what our members wanted. That’s how the entire ISO system works. It’s not just us now creating websites; we get input from our members and put something together to get a functional product. Then FK creates the backend of the site so everything works together.

Terry: It sounds like it runs really smooth now, but did you hit any stumbling blocks as you were going along?

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David: The first thing I would focus on is the title tag. You want to get your keyword or keyword phrase in there. You also want to work on your description tag. You want it to be on your page once or twice. You want it in your header, in your headline, and you want the keyword and some links coming in from other websites or other pages from your own site. If you do all that, you’re already ahead of most of your competition.

Terry: So there’s a link from one page on my website to another page on my website. Does Google look at that as a positive aspect?

David: Yeah. That’s what tells the search engine what that page is about.

Tim: And you can apply the same concept to use some good keyword phrases within your link from page to page, and even in your navigation for example.

Terry: Ok. So my navigation links are also part of optimizing my website? So instead of a navigation link that says home page, it should say organic gardening, then another navigation link says organic tools. All of that makes the difference?

Tim: It does. Just to illustrate how simple this can be. A real sample that is an effective trick could be, instead of using the home page, I use a keyword title for that link.

Terry: Ok. So basically the title tag of your website should also be included in your navigation? Is that what we’re saying David?

David: Yes. Unless your website is about home pages, why would you link back to your home page using the keyword home page? All you’re doing is telling Google that your home page is about home page, which it isn’t. So instead of having the keyword “home page” in your link back to your home page, put your keywords in there. If your website is about dog food, have the links back to your home page with the keyword dog food in it.

Terry: Ok. That brings up another aspect of developing your website. The content. I would like to switch gears for a moment from search engine optimisation and take 5 minutes with you Roy. If you can describe how you start to write copy for your website. Right from the very beginning.