toc (make your site sell)

Table of ContentsClick here to go to the Table of Contents for Site-Selling Volume.. Click here to go to the Table of Contents for Product Volume.. Click here to go to the Table of Conte

Table of Contents

Click here to go to the Table of Contents for Site-Selling Volume Click here to go to the Table of Contents for Product Volume Click here to go to the Table of Contents for Traffic-Building Volume Click here to go to the Table of Contents for Store Volume.

Once there, click on any chapter or sub-chapter title to hyperlink

to the first part of the corresponding section of

Fore w ord 4

1 H ow t o U se M Y SS! 2 0 0 2 6

1 1 Link s t o Spot s w it hin M Y SS! 2 0 0 2 6

1 2 N a viga t ion Fe a t ure s 6

1 3 V ie w ing Fe a t ure s 1 1

1 4 Se a rc h Fe a t ure s 1 3

1 5 Print Fe a t ure s 1 3

1 6 Link s t o t he We b 1 4

1 7 Side ba rs 1 4

2 I nt roduc t ion 1 5

2 1 Why Y ou N e e d M Y SS! 2 0 0 2 T oda y 1 6

2 1 1 Alre a dy On t he We b? 1 8

2 1 2 J ust T hink ing About I t ? 1 9

2 1 3 Sa ve a Bundle ! 2 0

2 2 E-c om m e rc e is Alive a nd We ll! 2 2

2 2 1 I t Doe sn’t T a k e Lot s of M one y! 2 5

2 3 M Y SS! 2 0 0 2 is For Eve ryone 2 7

2 4 J um p t he T e c h Rope s 2 8

2 4 1 H T M L Ge t t ing St a rt e d! 2 9

2 4 2 Gra phic s For “Do-I t -Y ourse lfe rs” 3 3

2 4 3 Ba nne rs, Ahoy! 3 9

2 4 4 Sit e De sign 4 3

2 5 5 Fina lly, At t ra c t T a rge t e d Cust om e rs 5 9

2 5 6 Pe nnyGold As a Sit e Ex a m ple 6 2

2 6 J oin t he 1 % Who SELL! 6 5

2 7 Ge t t he M ost Out of M YSS! 2 0 0 2 6 6

3 M ost Wa nt e d Re sponse 6 9

3 1 Se t Y our M ost Wa nt e d Re sponse 6 9

3 2 Ge t Y our Most Wa nt e d Re sponse 7 2

3 3 M WR Doe sn’t Apply t o Y ou? 7 4

5 1 6 Ac c e ss Spe e d Y e s, I t ’s St ill Slow 9 9

5 1 7 At t it ude s T o We b & Shopping 1 0 2

5 1 8 An I nform a l T op 1 0 We b Ac t ivit ie s 1 0 7

5 1 9 Y our Cust om e r’s M indse t 1 0 9

5 1 1 0 Whe re is Y our T a rge t Com ing From ? 1 1 0

5 1 1 1 Writ e for your T a rge t ’s Pe rsona lit y T ype 1 1 1

5 1 1 2 H ow & Why t o T hum bna il Y our T a rge t 1 1 1

5 2 Cra sh Course Writ e t o SELL! 1 1 3

5 2 1 Pow e rful T ools of t he T ra de 1 1 3

5 2 2 Be ne fit s, Be ne fit s, a nd M ore Be ne fit s 1 1 6

5 2 3 H ot Copy SELLS, but 1 1 8

5 2 4 T he Y ou : M e Ra t io 1 1 9

5 2 5 Building a Long T e rm Re la t ionship 1 2 0

5 2 6 T urn t he I nfo-Pyra m id U pside -Dow n 1 2 0

5 2 7 N e ve r Wa ve r, N e ve r St ra y 1 2 1

5 3 M a k e Ea c h Pa ge SELL! 1 2 2

5 3 1 T he All-I m port a nt H e a dline 1 2 4

5 3 2 H ow t o Writ e H e a dline s t ha t H it 1 2 5

5 3 3 J oint s - T he K e y t o V isit or Pull-T hrough 1 2 8

5 3 4 H ow t o Writ e a M a gne t ic J oint 1 2 9

5 3 5 M e a suring t he Effe c t ive ne ss of Y our Pa ge J oint s 1 3 0

5 3 6 Sum m ing I t All U p 1 3 1

5 4 T he “Writ e ” T one 1 3 1

5 4 1 T urn Y our V isit or I nt o Y our Frie nd 1 3 2

5 4 2 Be c om e a St ory-T e lle r 1 3 3

5 4 3 Don’t M a k e T he se Frie nd-Losing Boo-boos 1 3 3

5 5 Cut , Chop, Ax e , & Prune 1 3 4

5 6 N e ve r U nde re st im a t e T he POWER of Words 1 3 5

5 7 T he 3 Rule s for Words t ha t SELL 1 3 7

6 Build T rust & “Lik e a bilit y” 1 3 8

6 1 I t St a rt s Wit h Look & Fe e l 1 3 8

6 1 1 T w o T a st y Ex a m ple s 1 4 0

6 2 J oin t he Big Le a gue s Ge t Y our Ow n Dom a in 1 4 2

6 2 1 Ww w yourc om pa ny.se x ? 1 4 3

6 2 2 H unt ing for t he RI GH T N a m e 1 4 5

6 2 3 Re gist e ring Y our N a m e 1 5 1

6 2 4 T he M ult iple Dom a in Ga m e 1 5 4

6 2 5 Che c k ing T ra de m a rk St a t us 1 5 6

6 2 6 Copyright Prot e c t ion 1 5 9

6 3 Win SALES Wit h V a lua ble Cont e nt 1 6 1

6 3 1 T he I nform a t ion Ba la nc ing Ac t 1 6 6

6 9 Ce rt ific a t ion Boost s SALES 1 7 9

6 1 0 M ore Confide nc e -Builde rs 1 8 0

6 1 1 N e ve r M isle a d

N ot Eve n a Lit t le 1 8 2

6 1 2 1 5 Sa le s-K illing Wa ys T ha t Erode Confide nc e 1 8 4

6 1 2 1 Don’t H ype Y our Frie nds 1 8 4

6 1 2 2 Quit T a lk ing Le t Y our V isit or Pla y, T oo 1 8 4

6 1 2 3 M ist a k e s Sure Sign of a Sloppy Com pa ny 1 8 5

6 1 2 4 M issing Gra phic s Am a t e urs Only 1 8 5

6 1 2 5 Out da t e d I nfo Are Y ou St ill Ope n??? 1 8 5

6 1 2 6 Gue st Book s, T ire d & T a c k y 1 8 6

6 1 2 7 Sc rolling M a rque e s “Look Wha t I Ca n Do!” 1 8 6

6 1 2 8 “U nde r Const ruc t ion” Who I sn’t ? 1 8 6

6 1 2 9 “Sit e of t he M ic ro-Se c ond” Aw a rds 1 8 7

6 1 2 1 0 “Dow nloa d N e t sc a pe ” (or Ex plore r) But t on 1 8 7

6 1 2 1 1 Don’t K e e p Ask ing for a Cook ie ! 1 8 8

6 1 2 1 2 H it Count e rs Who Ca re s? So Wha t ? 1 8 9

6 1 2 1 3 Arggggh! T he Dre a de d Blink ing T e x t ! 1 8 9

6 1 2 1 4 Spla sh Pa ge s 1 8 9

6 1 2 1 5 N ot T oo St ic k y! 1 9 2

7 M a k e Y our Sit e U sa ble 1 9 5

7 1 Y our Se rve r a s Pizza De live ry Ca r 1 9 6

7 1 1 Ge t a Fa st , Re lia ble V e hic le 1 9 6

7 1 2 Wha t t o Look for in a We b H ost 1 9 8

7 1 3 H ow t o Find t he Be st We b H ost s 2 0 3

7 1 4 H ow t o M a k e Sure Y our Sit e is U p! 2 0 4

7 1 5 Ge t a Fa st Drive r (We b De signe r) 2 0 6

7 1 6 De signe rs, Put t he Pe da l t o t he M e t a l 2 0 8

7 2 T he # 1 U sa bilit y Princ iple 2 1 1

7 3 M a k e I t Re a da ble , T he n Sc a nna ble 2 1 2

7 3 1 Long Sc rolle rs ➨ Wha t t o Do 2 1 4

7 3 2 T he Opt im a l Size for T e x t Bloc k s 2 1 5

7 3 3 H ow t o U se Line s, Bulle t s a nd Ot he r M ini-I c ons 2 1 5

7 4 Do Y our Link s Clink ? 2 1 7

7 4 1 Link Rot T he # 1 Sa le s K ille r 2 1 7

7 4 2 Link s in t he Copy Wha t t o Do 2 1 8

7 4 3 Em be dde d Link s, A Big N o-no! 2 1 9

7 4 4 H ow t o Fool-proof t he De st ina t ion 2 1 9

7 4 5 8 Wa ys Link s Ca n Cost Y ou 2 2 1

7 4 6 T he Bot t om Line ? 2 2 3

7 5 1 3 M ore U sa bilit y Wa ys t o K ill Sa le s 2 2 3

7 5 1 Fra m e s N e t sc a pe ’s Curse t o t he We b 2 2 3

7 5 2 T he Agony of Brow se r-Spe c ific Sit e s 2 2 4

7 5 3 N ot Cross (-pla t form , -brow se r, -spe c ’s) 2 2 5

7 5 4 Re quiring Plug-I ns Will Plug Sa le s 2 2 6

7 5 5 Long, M e ssy U RLs 2 2 7

7 5 6 U se of Full-T e x t Se a rc h Engine s 2 2 7

7 5 7 Orpha n Pa ge s So N ow Whe re Do I Go? 2 2 8

7 5 8 N o Link t o M WR Close r Pa ge on Eve ry Pa ge 2 2 9

7 5 9 “Be st vie w e d w it h Ex plore r 4 + a nd Shoc k w a ve ” 2 2 9

7 5 1 0 T he De a dy H orizont a l Sc roll Ba r 2 3 0

7 5 1 1 T he Dre a de d 4 0 4 File N ot Found 2 3 1

7 5 1 2 Popping U p N e w Window s Lik e Da isie s 2 3 3

7 5 1 3 T he I m pe rsona l Pre -Fa b 2 3 3

7 6 T e st , T e st , t he n T e st Som e M ore 2 3 4

7 7 And I f I t ’s N ot U sa ble 2 3 6

7 8 Link s t o U sa bilit y Gurus 2 3 7

8 N a viga t ion Whe re Am I ?? 2 3 9

8 1 Point s of Re fe re nc e H e lp t o Build Cont e x t 2 4 0

8 2 T he Ana t om y of a We b Sit e 2 4 1

8 2 1 Cont e nt Pa ge T he Gut s 2 4 1

8 2 2 Link Pa ge Link Only 2 4 2

8 2 3 Ope ning Pa ge Gra b t he ir At t e nt ion 2 4 2

8 5 U se s for T he Le ft -Side M a rgin 2 5 4

8 6 A Roc k -Solid N a viga t ion St ruc t ure 2 5 7

8 7 H ow t o U se Link s on Cont e nt Pa ge s 2 6 2

8 8 M e a nde ring = Lost Sa le s 2 6 5

8 9 K e e p t he Brow se r’s N a viga t ion Func t ions in M ind 2 6 6

8 1 0 Ot he r N a viga t iona l Aids 2 6 8

8 1 1 Spe c ia l Cont e nt Se c t ions 2 7 0

8 1 2 Sim ple St ruc t ure

8 1 3 4 Le t ’s Go Produc t -H unt ing! 2 7 9

8 1 3 5 Drill-Dow n a nd Clic k Aga in 2 8 0

8 1 3 6 Lost a t Cisc o Whic h Wa y t o Go? 2 8 4

8 1 3 7 Or t he Short c ut 2 8 7

8 1 4 Le t T he re Be Light ! 2 8 9

9 T he Y ou-Foc use d Ope ne r 2 9 1

9 1 Fire Y our Bigge st Gun First 2 9 1

9 1 1 T he U nique Se lling Proposit ion A “H ow -T o” 2 9 4

9 1 2 An Ope ne r t ha t SELLS! 2 9 5

9 1 3 “T ha t ’s Whe re t he M one y is!” 2 9 8

9 2 Building a K ille r Ope ning Pa ge 2 9 9

9 3 “T a lk About M y La w n, N ot Y our Gra ss Se e d!” 3 0 0

1 0 T w o Crit ic a l Sa le s-Builde rs 3 0 2

1 0 1 H ow t o M a k e T e st im onia ls SELL! 3 0 2

1 0 1 1 H ow t o Se c ure Gre a t T e st im onia ls 3 0 3

1 0 1 2 Ge t M a x im um M ile a ge From Y our T e st im onia ls 3 0 5

1 0 1 3 H ow t o Ge t & U se Produc t Re vie w s 3 1 0

1 0 1 4 Whe n T o Add T e st im onia ls? 3 1 1

1 0 1 5 Art ic le s on Y ou, Y our Com pa ny, Y our Produc t s 3 1 2

1 0 1 6 U sing Ot he r T hird Pa rt y Re fe re nc e s 3 1 3

1 0 1 7 Y our U nsa la rie d Sa le s St a ff 3 1 4

1 0 2 T he SALES-Clinc hing Gua ra nt e e 3 1 5

1 0 2 1 De ve loping t he Pe rfe c t Gua ra nt e e 3 1 5

1 0 2 2 H ow t o H a ndle t he Re fund Re que st 3 1 7

1 0 2 3 H ow t o Re duc e Re fund Re que st s t o N e a r-Z e ro 3 1 7

1 0 2 4 Sum m ing U p 3 1 8

1 1 Sit e -Sa le s T e c hnique s 3 2 1

1 1 1 Build a Form t ha t Work s! 3 2 1

1 1 3 1 Whe re t o, Why t o & Whe n t o U se Gra phic s 3 3 0

1 1 3 2 Show Y our Produc t s in T he ir Be st Light 3 3 1

1 1 3 3 Are Y our Gra phic s Confusing? 3 3 2

1 1 3 4 Pic t ure Pe rfe c t 3 3 3

1 1 3 5 Clip Art , But t ons, Ba c k grounds, Bulle t s, Et c 3 3 4

1 1 3 6 A Fe w Ba sic s About Gra phic s 3 3 4

1 1 3 7 K e e p or Ax e ? 3 3 5

1 1 4 Give Y our V isit or Som e t hing t o Do 3 3 6

1 1 5 A Ra re ly U se d Pow e rful T ool 3 3 8

1 1 6 Build Com m unit y t o Build SALES 3 4 0

1 1 7 U sing FAQs t o t he M a x 3 4 2

1 1 7 1 5 St e ps t o a FAQ t ha t SELLS! 3 4 3

1 1 8 Going, Going, Gone ! 3 4 6

1 1 9 Post All Polic ie s 3 4 9

1 1 1 0 Affilia t e Y ourse lf w it h a Cha rit y 3 5 0

1 1 1 1 Som e t hing Spe c ia l for t he H olida ys 3 5 3

1 2 “Who Ca re s? So Wha t ?” <ya w n> 3 5 4

1 2 1 T he Produc t Fe a t ure s Pa ge 3 5 4

1 2 1 1 I t ’s N ot a s Ea sy a s I t Sounds! 3 5 5

1 2 1 2 T w o Com pe lling “Show & SELL” T e c hnique s 3 5 6

1 2 2 T he About Our Com pa ny Pa ge 3 5 9

1 2 3 T he T e c h Support Pa ge Why N OT ! 3 6 1

1 2 3 1 Live Support Why N OT ! 3 6 2

1 2 4 H ow t o U se a Disc la im e r T o Build Cre dibilit y 3 6 6

1 3 5 2 H ow t o Cre a t e “Buy N ow ” Anx ie t y 3 7 4

1 3 5 3 Bundle s, Disc ount s, And Coupons 3 7 7

1 3 5 4 T he Pe rfe c t Offe r 3 8 1

1 3 6 Wha t ’s t he Right Pric e ? 3 8 2

1 3 6 1 Pric ing St ra t e gy 3 8 3

1 3 6 2 M a k e Y our PRI CE SELL! 3 8 4

1 3 6 3 Dyna m ic Pric ing 3 9 3

1 3 7 T he Ca ll t o Ac t ion 3 9 7

1 3 8 “And H ow Would Y ou Lik e t o Orde r T oda y?” 3 9 8

1 3 8 1 Se c ure vs N on-Se c ure Se rve r 3 9 9

1 3 8 2 Four St e ps t o SELLI N G V ia Se c ure Se rve r 4 0 1

1 3 8 3 Phone “I J ust Wa nt e d t o H e a r a V oic e ” 4 0 3

1 3 8 4 Fa x “I Lik e t o Se nd Pa pe r” 4 0 5

1 3 8 5 Sna il M a il “I H a t e Giving M y Cre dit Ca rd” 4 0 7

1 3 8 6 N o M a t t e r H ow T he y Orde r, K -I -S-S! 4 0 8

1 3 8 7 H ow t o Se t up a Curre nc y Conve rt e r 4 0 9

1 3 9 T he A-B-Cs of Online Orde ring 4 1 1

1 3 9 1 Orde r Form s a nd CGI Sc ript s (M a de Ea sy) 4 1 3

1 3 9 2 Sim plic it y Rule s U nle ss 4 1 7

1 3 9 3 Aut om a t e t o Grow FAST 4 1 9

1 3 9 4 Sc a le ESSEN T I AL for M a x im um Grow t h 4 2 0

1 3 1 0 N o Clic k s from Offe r t o Orde r 4 2 2

1 3 1 1 T he T ha nk Y ou N ot e 4 2 2

1 3 1 2 T he “La st Dit c h” Pit c h 4 2 4

1 3 1 3 Ex a m ple of “H ow t o Close ” 4 2 6

1 3 1 4 I f At First Y ou Don’t Suc c e e d 4 2 8

1 3 1 5 Sum m ing I t All U p 4 2 9

1 4 5 M a t c h Produc t t o De sire d Re sponse 4 3 7

1 4 5 1 T he T rue Purpose of t he Fre e Re port 4 3 8

1 4 5 2 T e x t of “Sa le s Le t t e r” a s “Spe c ia l Re port ” 4 4 1

1 4 5 3 H ow t o U se M ini-Apps t o Drive SALES 4 4 7

1 4 5 4 N e w sle t t e rs Building Y our Busine ss 4 5 1

1 4 5 5 H ow t o St a rt & Grow Y our Ow n N e w sle t t e r 4 5 2

1 4 5 6 T he M ore T he M e rrie r! Eye ba lls, T ha t I s! 4 6 1

1 4 5 7 Sa m ple N e w sle t t e r Form a t 4 6 3

1 4 5 8 Ge t t ing Sign-ups for Fut ure N ot ific a t ions 4 6 8

1 4 5 9 Se lling Y our N e w sle t t e r 4 6 9

1 4 5 1 0 At t ra c t ing a nd Buying N e w Subsc ribe rs 4 7 3

1 4 5 1 1 Pop-up I nvit a t ion 4 7 6

1 4 5 1 2 Dre ssing U p Y our E-zine 4 7 9

1 4 5 1 3 An I nc om e Ge ne ra t or 4 7 9

1 4 5 1 4 Fre e bie s Y our Cha nc e t o SELL! or SM ELL! 4 8 1

1 4 6 Form a t t ing N e w sle t t e rs I n H T M L 4 8 2

1 4 6 1 H ow H T M L Form a t t e d E-m a il Work s 4 8 5

1 4 7 Ge t t ing t he Ba c k up Re sponse 4 8 7

1 4 7 1 T he Com pe lling Offe r 4 8 7

1 4 7 2 T he Cryst a l-Cle a r Ca ll t o Ac t ion 4 8 8

1 4 7 3 Aut om a t e Y our Re ply t o t he Ba c k up Re sponse 4 8 9

1 5 “We ll, t ha t ’s done !” N OT ! 4 9 0

1 5 1 H ow t o Ana lyze T ra ffic t o Boost SALES 4 9 1

1 5 1 1 T he I de a l Log File Ana lyze r 4 9 3

1 5 1 2 T he Be st T ra ffic Ana lyze rs for Y our 4 9 4

1 5 1 3 Da t a from Log File Ana lysis 4 9 6

1 5 1 4 T ra c k , T ra c k , T ra c k 5 0 0

1 5 1 5 N um be r of V isit ors a nd t he Conve rsion R a t e 5 0 4

1 5 1 6 Do Y ou K now Whe re Y our V isit ors Com e From ? 5 0 5

1 5 1 7 U se V isit or Be ha vior t o Boost Conve rsion R a t e 5 0 7

1 5 1 8 M ore I nfo On Ana lyzing Y our T ra ffic 5 0 9

1 5 2 Qua drupling Y our Conve rsion R a t e 5 1 0

1 5 3 A Che c k list for Qua drupling Y our C R 5 1 1

1 5 3 1 H ow t o T e st a nd M e a sure Sit e I m prove m e nt s 5 1 4

1 5 4 U pda t e t he Old a nd De ve lop t he N e w 5 1 5

1 5 4 1 Borrow N e w Conc e pt s a nd T e c hnologie s 5 1 6

1 5 5 U se Cust om e r Que st ions t o I nc re a se SALES 5 1 8

1 5 6 H ow t o Fix I nvisible SALES-Losing Errors 5 1 9

1 5 7 Re visit La t e r w it h Fre sh Eye s 5 1 9

1 5 8 Bot t om Line I t ’s N e ve r Done ! 5 2 0

1 5 9 T he Sit e Re -Org 5 2 0

1 5 9 1 First De c ision? Look a nd Fe e l 5 2 1

1 5 9 2 Se c ond De c ision? H ow t o Ge t a Cle a n, Cle a r La yout 5 2 4

1 5 9 3 3 rd De c ision? N a viga t ion 5 2 7

1 5 9 4 Fourt h De c ision? Cont e nt 5 2 8

1 5 9 5 Conc lusions Aft e r T he Re -Org 5 3 0

1 5 9 6 H ow t o H a ndle M inor U pgra de s 5 3 0

1 5 9 7 T e st t o Be Be st 5 3 3

1 5 9 8 Anot he r M a k e ove r T he Be ve rly H ills H ot e l 5 3 7

1 6 U se E-m a il t o Close t he SALE 5 3 8

1 6 1 Pow e r E-m a il 5 3 8

1 6 1 1 For a Pro-Look ing Le t t e r 5 3 9

1 6 1 2 Soft e n Y our Writ ing 5 4 1

1 6 1 3 Writ e t o SELL! 5 4 3

1 6 1 4 T he Subje c t Y our E-m a il “H e a dline ” 5 4 3

1 6 1 5 Sig File s T ha t SELL! 5 4 4

1 6 1 6 Com posing t he Pe rfe c t Sig File 5 4 6

1 6 1 7 H ow t o H it Re ply for Be st Effe c t 5 4 8

1 6 1 8 H ow t o U se t he “>” T a g for Spe c ial Effe c t s 5 5 1

1 6 1 9 Spe c ia l Conside ra t ions for E-m a il 5 5 2

1 6 1 1 0 H ow t o T urn I t Around in H ours 5 5 3

1 6 1 1 1 Put t ing Wa t e r on t he Fla m e s 5 5 4

1 6 1 1 2 H ow t o U se Aut ore sponde rs t o Ge t SALES 5 5 4

1 6 1 1 3 Follow -up For M ORE Sa le s! 5 5 6

1 6 2 Re a l-Life Ex a m ple of Closing t he Sa le 5 5 8

1 6 2 1 Le t t e r From I nt e re st e d Cust om e r 5 5 8

1 6 2 2 T he T hre e Rule s of Pow e r E-m a il 5 5 9

1 6 2 3 Prom pt , Frie ndly E-m a il Re ply 5 5 9

1 6 2 4 H igh-T e c h Ope ns, H igh-T ouc h Close s 5 6 1

1 6 2 5 Prom pt , Frie ndly E-m a il Follow -up 5 6 1

1 6 2 6 I t Wa s M ore T ha n Wort h t he Effort 5 6 2

1 6 3 Aut om a t e Re plie s t o t he “Sa m e Old, Sa m e Old” 5 6 3

1 6 3 1 Be st Answ e r t o t he Re que st for M ore I nfo 5 6 3

1 6 4 U sing Aut ore sponde rs t o Re ply N OW! 5 6 5

1 6 5 Re a l-Life Ex a m ple of Losing a Sa le 5 6 7