The button that left $10,000 on the table

There is one key thing all webpages need that will make you thousands of dollars every time. Its something so simple but can make or break your campaigns. Let me tell you a story before I let you in on the $10,000 secret.

Would HP leave money on the table?
I have been researching computers recently and noticed on our friendly SmartCompany site a banner ad for HP. See below:

Latest banner ad campaign with pocket hard disk offer got me excited

Essentially you can get a Free 160GB pocket media drive for any order of a specific notebook or desktop. I clicked through and looked at the landing page to see what types of models this would come with. The page loaded up and I could see the offer presented nicely.

The HP landing page for the user to get details and purchase

Landing page of HP special offer
To be honest I wasn’t ready to buy because I wanted to see how much it would cost to ship so I decided I would add it to my cart and checkout till it calculated my shipping price. Unfortunately, HP left me hanging and didn’t give me a button to add it to my cart.

The secret revealed
So there is one button that prevented HP from making their sales. Just like HP have left money on the table do you have a money button on all pages?

Money buttons
Money buttons mean different things to users, its important to connect the action you want them to take with the text on the button. This plays into what convention has taught people and increases your conversion rate.

  • Buy now – And easy action to take which also includes some time pressure.
  • Apply now – Not everyone can join this particular item and instead you are required to apply.
  • Free Instant Download – Get this whitepaper for free, immediately and straight to your computer. No need to wait for the boys at the snail mail factory.
  • Book Now – There are quite a few people and tend to be limited places so you will need to register your interest. Usually a confirmation will come back after this.
  • Apply online – Complete a form but do it online, there is no offline method to get this benefit.

Too aggressive

I have a phrase that I use when I want to describe something as a little over the top and a little bit challenging to people. Generally if you are doing something and you are described as too aggressive its a good thing.


  • If you found a way to send out 1,000,000 emails for the same price as sending 100, thats too aggressive.
  • Americans are too aggressive when they do sales pitches.
  • Time Life daytime “old music” repackaged up and sold as classics is too aggressive with the words they use to describe the product.
  • If someone cuts in the line at the bank when you wanted to bank a cheque just because they didn’t consider you, that’s too aggressive.
  • For girls they would prefer to be described as being assertive as opposed to aggressive.
  • If you go to someones house and do something a little offensive, like spill something on their couch that they just bought, that’s too aggressive.

You get the idea.

Let me tell you now whats too aggressive in online marketing.

Spending more money on your PPC than on your SEO is too aggressive.

Investing in SEO is like putting money into a savings account. Sure the interest is small at first, but if you get enough cash in there, you can pull in some serious dollars.

Just investing in PPC is like spending all of your pay cheque and not saving a single cent. (too aggressive)

My advice, get the SEO book. Aaron Wall is a golden SEO’r who can actually write down the techniques. I knew SEO and I bought it because I wanted more traffic. I got it, read it and now dominate. Buy it, read it over time, implement the techniques and save $10,000 in SEO fees that some consultant will charge you.

It will help you generate new ideas for campaigns, build a robost SEO site, fix problems with your rankings to get more traffic and actually help you understand technical things that most of us don’t get.

P.S. The ADMA Forum campaign at present is too aggressive. Sex sells, but I don’t want to pick that thing up at work, what are my colleagues going to think? I reckon a simple up the centre, “ADMA Forum, Make your DM pull better, June 25 – 27th 2008, Sydney Convention Centre. Register Now” would work better. The die hards will already go, they just need to know when it is. Spare me your creative mumbo jumbo just give me a simple benefit with some golden copy for this one, the authority is al.

Rob Edwards, if your reading this, invite me to speak and I will help you get some more bums on seats.

Online business

God Created the Internet to Market your Business Online

God created the internet to market your business online – get that firmly entrenched in your mind … and when he created it what he wanted you to have is thousands of visitors to your site.

To achieve this you’ll need a strategy to get quality traffic to your website and drive sales.

An effective online marketing strategy is more than SEO, email marketing, or even optimising your website. It involves a number of activities that, when combined, result in a dramatic increase in sales.

Over seven years Fred Schebesta has learnt the essential secrets to online marketing success.

If you’ve ever wanted to get a handle on online marketing and make a powerful impact on your business, here is your chance. With only ten places available for this seminar, participants learn from one of Australia’s best and awarded online marketing experts – Fred Schebesta.

You will get hands on experience that will improve you online marketing abilities and enable you to start marketing like a professional online marketing agency.

You can get a sneak preview of Fred Schebesta’s 11 Online Marketing Secrets Seminar below, watch Fred as he explains the fastest way to grow your email database:


Learn Internet Marketing from Fred Schebesta, limited places available.

Online business

12 Quick Christmas Online Marketing Review Tips to Increase…

Check Your Website with 12 Quick Christmas Online Marketing Tips

Interestingly the 12 days of Christmas song is not actually a countdown to Christmas day but instead a count from Christmas day to the 6th of January, “The Epiphany Day”. This Christmas whilst you are pondering around and have some time on the internet give yourself a break in 2008 and do a little review of your online marketing with these 12 tips.

  1. Review your competitor’s website – Type in the main keyword you are competing for in Google and browse through the top 10 results to see what they are doing that you might be able to do. Sometimes comparing yourself to the competition can bring about quick shortcuts which you were pondering before.
  2. Review your web stats – If you don’t have access to your web stats, I suggest spend the time to get it. Checkout these metrics and set a reminder for this time next year to make a comparison:
    1. Major keywords bringing you traffic
    2. Which websites are bringing you the most traffic
    3. Number of unique visitors on your website per month
  3. Test your website – Just click around it and pretend you are a customer. You are looking for:
    1. Quick improvements
    2. Spelling mistakes
    3. Errors
    4. A reminder of where you are at with your site.
  4. Increase trust and review your content – Remove your 2005 press release on your website and consider replacing it with some latest news. Fresh content is very persuasive as it shows that the website is alive. Actually read your homepage content and make a quick assessment.
  5. Write a quick article – A good article for your website that helps visitors is invaluable. It helps in the sales process for your visitors and it is also great search engine food. If you are stuck for ideas:
    1. Pickup a your trade magazine and write about what your take is on the industry and what your predictions are for 2008
    2. Write a “How to Choose a ‘your profession’” e.g. How to choose an online marketing consultant.
  6. Hunt for a new domain name – Check if the generic keyword for your industry ( has expired and if you can snap it up. This happened to me quite a few times with our clients. Domain names with keywords inside them are easier to rank in the search engines.
  7. Build your email database – Collect together all of those rogue business cards and other email addresses you have and compile them together into an Excelsheet ready to be put into an online mailout database.
  8. Write a quick enewsletter – Get together some content and prepare to send out your enewsletter in January next year. Be ready to press the send button next year, before it gets crazy again.
  9. Tweak your adwords – Kill poor performing ads and pump up ads that are performing well. If you haven’t got a paid search marketing campaign, get one up and running in 27 minutes with my free guide.
  10. Rewrite your about us page – Include all of the new things that happened in 2007 into your about us. Include new clients, new products and any other big news that occurred.
  11. Check your contact us form – Make sure it works. Is it logical to use, does it make sense to you what it requires. Fill it out. Got back to your website and think where else you could put links to your contact us page to get more people to it?
  12. Plan your 2008 online marketing – Jot down things that you want to do, wishlists and what you won’t do next year.

NSW Young BizStar Entrepreneur Competition

My fellow director of Freestyle Media, Frank Restuccia had a great time talking at the final of the NSW Young BizStar Competition 2007 yesterday.

He told me it was a great opportunity to pass on our experience of the pros and cons of being young and starting a successful business to the next generation of entrepreneurs

I know he inspired them to great deeds with our story of:

  1. Starting Freestyle Media while studying at University in 2001
  2. Building it up to group revenues exceeding $2M in the past financial year
  3. My being appointed ADMA Australian and NSW Young Direct Marketer of the Year 2006 for pioneering work combining traditional direct marketing with online marketing techniques.

Most importantly he motivated them to persevere in their quest to be entrepreneurs because in the words of former President of the United States Calvin Coolidge they should:

“Press on: nothing in the world can take the place of perseverance. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent”