So the first point here is the benefit to the customer must be clear. It’s got to be up-front. They’ve got to see it early on in your message. Because if they don’t find it, they’re not going to respond, obviously, to your site.

   The other thing here is they can also click out and go to another site. The fact of the matter is that’s what’s happening on the Internet. You’ve got to hit them square between the eyes with benefits.

   The best place to put it, just like in offline marketing, is in the headline at the top of your page. We talked about file size implications of a logo. Well, there’s also implications here with your logo. If your headline is competing with your logo, then that’s not good. So you’ve got to tell them what’s in it for them. The old WIIFM, What’s In It For Me, that you’ve probably heard before.

   So we’ve got to tell them how our product or service can solve their problems and how we can change their life and improve their life, and why they should do business with us. So if you continue to move forward with your website, like many of the other websites out there, you put your mission statement up there, how many years in business, the "Why Instant Profits?" button. Things that people just don’t care about. They don’t care about any of that stuff.

   When they find out that you have something that they want, then they care about those other things. They don’t care about it first. So you’ve got to give the benefits to them right away.

   Okay, let’s move on.

   The next thing we want to be concerned with is limiting the choices they have. We don’t want to confuse things. They should be able to take action one way or another. That’s it. But each step should move them closer toward the action you want, whether it’s a sale or a request for information.

   Most Web pages offer too many choices.

   So many people want to put links to other people and other resources. It allows them to click away.

   Think about the way you browse now on the Internet. Most times, you’ll never come back. Or at least, you don’t come back that day. Quite frankly, we want people to take the action while they’re at our site. It’s really one of the most common mistakes that’s made on the Internet.

   Everything on your page from favorite links to a CNN button, all those things, they’re competing with your message. So you need to carefully consider whether any link to another site is worth it and if it promotes moving them closer to the action you want them to take. You only facilitate links that will increase the buying decision or the customer information decision that you may want.

   Okay, the next point with the website is you need a risk-free offer. You want to be building trust. You saw the offer in our Instant Profits site was simply ask for your money back and you get it. That’s just all there is to it, even if it was the last minute of the last hour of the last day of the month, you’d get your money back for that month. And quite frankly, when you’re trying to get merchant accounts on the Internet, they go out to your site and they look at your guarantees and your offers also to see how credible you are.

   We believe that a company’s only going to stay in business if they really have value. There are scam artists and people that go in and milk a situation for profit. But they don’t do it long-term. Not most of them. Most of them end up in jail.

   So if you’re prepared to really do a good job and offer value, and your product or service does what it says, then guarantee it. Some people will take advantage of you, but the bump in response you get from having a great guarantee will more than take care of the deadbeats.

   You may have heard it called "risk reversal." That’s a popular phrase for it. That’s a good phrase for it, too, because it means you’re assuming the risk. And you should assume the risk, not the customer. That’s not the way things are done anymore. And it makes your offer more compelling. And if what you have, your product or service, really solves a problem or improves someone’s lifestyle, then they’re crazy not to do it because there’s no risk. They basically profit. Maybe not in money, but in what they learn from you or what you can do for them.

   Now, if they look at you and they don’t trust you, then they’re not going to do business with you. So you’ve got to build trust. What you have to say has got to be believable. When you do this effectively, then sales and requests for information will just skyrocket because it’s a no-brainer.

   Some of you may be envisioning, "Gee, if I offer that kind of a guarantee, everybody’s going to be sending stuff back and taking advantage of me." There will always be deadbeats. There will always be someone out there who wants something for free. But like I said, the increase in sales will far outweigh any returns or people taking advantage of you. And if you do get a bump in returns, then it’s not because of the guarantee. It’s something wrong with the product.

   There’s a positive to take away from that, too, if you can figure it out and fix it. So if you need to fix it, you’ll find out by the returns. You can fix it and then your risk reversal is really still a brave way to get your customers to give you negative feedback, because if you’re taking all the risk and what you’re giving isn’t all that positive, they’ll let you know about it. If you want to stay in business, it gives you the opportunity to fix it.

   And don’t worry about the crooks. They’re always going to be out there. If they want to return, send them their money back and get rid of them.

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