Coffee Talk with James Martell

Learn from James Martell how he chooses merchant partners for his numerous websites and the questions he asks before forging a partnership with any merchant. In this Coffee Talk, James also tells you exactly how to evaluate a merchant and shares six things that make an affiliate program successful, making it one java break you don’t want to miss.

Having just returned from the ShareaSale Think Tank in Scottsdale AZ, where James and 59 other top affiliates participated in the critique of 12 merchant’s websites, he talks about this short ‘breakation’ and how he uses the time away to recharge his own creativity.

He enjoyed the dry desert Arizona weather and the weekend-long brainstorming session that resulted in the sharing of great ideas, many of which are detailed in this edition of Coffee Talk.

The group checked into the Gainey Ranch resort Friday evening and on Saturday sat back as the 12 merchants who were taking part in the event took 45 minutes to present their website and their products or services.

The affiliates then provided constructive criticism about each site. Doing this all day long, we started to see patterns among the sites that have the highest conversion rates, — James says. Of course, he shares this information with you here.

You will also hear all about the top six things you want to consider when evaluating your merchants and the six things you want to look for in a strong affiliate program.

You can then use these ‘checklists’ to help you choose the most successful merchants, the ones that convert at the highest rate possible, and to ensure you seek out the most successful affiliate programs.

In fact, by learning how to identify the best merchants upfront, those with good conversion rates, and getting in the 3% range, affiliates can double, triple and even quadruple revenues from EXISTING traffic.

And the timing of this Coffee Talk is perfect as James talks about how he has recently noticed that several forum members are working on converting more of their existing traffic into more revenue. In fact, the following six things to look for on any merchant site will also be posted in the forum:

The site’s shopping cart needs to be clean and uncluttered. It should be easy to use, and complete with have product photos and descriptions. It should also list availability of the stock.

Look for shipping information. You don’t want to leave a customer wondering about this. The shipping information should be easy to find and if it is complicated (such as international shipping), make sure your merchant has a shopping calculator front and center where it is easily viewed.

Does the merchant have purchase incentives such as free shipping, discounts for shopping with them, or even gift cards? Of course, you don’t want the visitors you drive to the merchant site to have to spend $2000 before they qualify for these incentives. This will not work in your favor.

Are the product details of the specific product your visitor was looking at listed on exact same page where they make their purchase (details such as manufacturer, dimensions, images, colors available, weight, size, materials, colors, etc.).

Does the merchant site have secure shopping certificates? Look for icons from companies such as GEOTrust, BizRate, Better Business Online, VeriSign, etc.

Also consider the comfort and convenience factor. For instance, what is the merchant’s return and exchange policy. Is contact information there and easily accessible? What are the money back guarantees? Can site visitors view the status of shipment while it is being sent to them? Is company information there? What is the merchant site’s privacy policy.

James also talks about a few sites that were presented at the ShareaSale Think Tank that he thinks listeners should visit including: CSNStores.com, JensonUSA.com, TFAW.com, TinyPrints.com, WeddingPaperDivas.com, WashingtonRedskins.com, Hocks.com, TheNerds.net, ReStockIt.com and LandofNod.com.

 Download

INSTRUCTIONS: Simply right-click on the Download link to download the interview into your computer. This session is also available on video, however you will need the QuickTime Player to view it.

Personally, I like domain names that are short enough to fit on a business card and to include a keyword phrase for the search engine optimization benefits.

In the case above, I would register a name such as www.home-alarms-360.com (example only). I would publish my website there.

In addition, I would also register the version of the domain that doesn’t include the dashes (I.e. www.homealarms360.com) and would forward it to the dashed version. (you do this inside the control panel at the domain registrar)

Do this giving me the SEO benefit of having the keyword in the domain name and is short enough to fit nicely on a business card. 

I can also tell someone to go to www.homealarms360.com and not have to say dash, dash, dash when giving out my site URL or email address.

So, to answer the question “is my domain name name too long and should spend the money to purchase a shorter one” … I would say a definite YES!

Getting accepted into the directories is just another BIG reason why it is so important to take the time to come up with truly unique and interesting content for your website.

Unfortunately, many site owners, affiliates included, have a tendency to simply rehash information that can already be found in the directory (and elsewhere on the Net) and then wonder why they get ignored or rejected by the editors.

The real key to getting a listing for your site in the directories is create a truly unique and interesting website.

One rather simply way to accomplish this seemingly difficult and daunting task is to truly submerse yourself in your chosen topic so you have real stories to share with your visitors.

Personally, I am in the process of doing this now in the creation of my new “kit car” website. I have lots of experience and stories to share…all of them unique and interesting. (especially to someone interested in the same thing as me; kit cars)

And if I do a good job of organizing this truly unique information into a website, I should have no problem getting it listed into the directories, yes, ads and all.

James    

Needless to say, at those prices, and with my poor financial situation back in 1999, I was very restricted in the number of domains I could register.

Today though, things have changed not only for me financially, but the cost of registering a domain name has dropped to a new all time low of just $5.95 year.

So now, when I register a new domain name for a site that I am constructing, I register a few variations of the domain name to lock out any potential competitors who might want to purchase a variation of the same name.

I just did this when I registered the domain name for my new website about kit cars.

I did this by first finding a domain name that included the keyword phrase “kit car” and registered it. (I.e. kitcarxxxxx.com) example only

Next, I registered the dashed (kit-car-xxxxx.com) version, plus both of the non-dashed versions of the .net (kitcarxxxxx.net) and .org (kitcarxxxxx.org) domains as well. (although I do nothing with it, other than park them)

So, by registering just three extra domain names for (3 x $5.95 = $17.85), you can lock out any possible competitors.

“ShareaSale is hosting their second (hopefully annual) ShareASale Think Tank on October 19th through the 21st at the Gainey Ranch property in Scottsdale, Arizona.  As is tradition for the ShareASale Think Tank, room accommodations will not only be courtesy of ShareASale, but hopefully will also be as accommodating as last year at the Wynn in Las Vegas.  Gainey Ranch is a Hyatt property and boasts an on-site golf course as well as spa, restaurants, etc…

The format of the event will match last years with a few twists. Participation will be via speaking as well as through non-speaking roles in order to encourage participation without scaring you all into public speaking.  10-12 high-quality merchants will be given the opportunity to speak in front of you – and will be asking for your advice, candor, and help in growing their programs.  This will be your chance to voice your opinion, and to put your stamp on these individual programs.

We will also have 2 sessions dedicated to the improvement of the ShareASale Network in general, as well as hot-button industry issues…”

If you’re looking for topics and merchant’s who know how to turn visitors into buyers for your site, be sure to stayed tuned for a list of the 12 merchants who will be presentating their wares and programs at this terrific event.

James

Early on, I had only a handful of websites.

Actually just three, and they were on the topic of cell phones, satellite tv and credit cards.

I cut my teeth on these sites. I learned how to use FrontPage, how to FTP, how to write content, how to add links, how to add images, how to add affiliates links, how to work with merchants, how to measure conversion rates and so on.

As these skills developed and my income increased it seemed logical to add more and more sites.

Today, I have around 100 online.

Some of these sites are relatively new, while others have been around for years.

Some make money, some do not.

I refer to most of these sites as my “wave one” websites, and although they have made me a great deal of money, if I was starting today as a newbie, and knowing what I now know, I would build just two. Yes, just two sites.

I would use my first site to learn the ropes.

It would make money, not huge money, but it could very realistically earn $1000-$2000 a month when it was finished.

The site would be focused tightly on a small niche. I would focus on developing a great site, and I would cover off the topic thoroughly. It would be every bit as tightly focused as Tie-a-Tie.net, an absolutely wonderful example of a smaller niche style how-to website that that I saw referenced recently on CNN.

It would be every bit as tightly focused as Tie-a-Tie.net, an absolutely wonderful example of a smaller niche style how-to website that that I saw referenced recently on CNN.

I would think, if I was a newbie again, that it would take me four to six months to complete the site, doing what I needed to do, plus giving ample time to let the search engines do their thing.

I would use this small niche site as my schooling to learn what I needed to know.

I would use my second site to hit a home run.

Once I had most of the base learning out of the way, I would then focus on finding a topic for a larger niche site, one that I would enjoy working on everyday. It might be organized and structured in a similar fashion to the extremely popular how-to site AskTheBuilder.com developed by Tim Carter, who was recently quoted in the April 2007 edition of Newsweek to the site “pulling in more than $1 million a year”.

It might be organized and structured in a similar fashion to the extremely popular how-to site AskTheBuilder.com developed by Tim Carter, who was recently quoted in the April 2007 edition of Newsweek to the site “pulling in more than $1 million a year”.

I would focus all of my time and effort continuously expanding and improving upon this site so that within a couple of years it would be an absolutely sought after resource. 

And by staying focused on one site, and not diluting my efforts over many sites, I could:

1. Continually add content (articles, reviews, etc.)
2. Focus ALL inbound links to one site
3. Send a monthly press release
4. Add a daily blog post
5. Send a twice monthly newsletter
6. Add audio and/or video
7. Communicate and work closely with the merchant(s)
8. Monitor and track traffic and conversion rates
9. Promote and moderate an online chat forum (content generated by users)
10. Continually look for new ways to promote your site (paid search, etc.)

One of the things I have learned over the years is NOT to dilute my efforts over too many sites.

And if you want to really make this work, and you are just getting started, I would suggest that you build two sites.

The first, focused on a small tightly focused niche to learn this business and to get the revenues rolling.

The second, focused on a larger niche so you can take a swing and see if you can hit a home run as well. Good luck.    

Food, drink and conversation will compliment the beachfront experience at one of Miami’s hottest beach resorts. Move from inside to outside and visit the art video garden, or the pool lounge surrounded by palm trees.

The fun starts at 7pm.

Come early and be treated to an open bar from 7-9pm as well as various munchies.

Transportation will begin from out front of the Affiliate Summit at 6:30pm and will continue until 12:15 am so bring your sense of adventure!

RSVP at:
http://www.shareasale.com/underthestars/

The Mini-Series is designed as a primer for my full 5-week Backlinks Workshop, the one held in my online conference room, — however, even as a stand alone webmasters can learn a number of strategies, tips and techniques for developing search engine trusted inbound links (”backlinks”) by talking the 5-day mini-course. 

The Mini-Series is broken down into five 30-minute sessions, and can be listened to while working on your computer, – or can be downloaded to an iPod or burned to a CD for those on the go!

You can access the FREE Backlinks Mini-Course by completing the form on the link above to instantly receive Session #1 by email.

You will then receive a new session each day for 5-days.

Subscribe here!

I hope you enjoy it!

Warmly,
James Martell

We have a busy week planned beginning tonight with a concert at Bourbon Street North to watch Dennis DeYoung, former and original leader singer of the band Styx. Some 5,000 people are expected to attend. It should be a great evening.

Tomorrow, we are heading to Mont-Tremblant, home of the Quebec Champ Car World Series race. Hopefully, there will be a little action on the track.

I’ll be holding workshops on a semi-regular basis, — not only for students learning about publishing websites in the affiliate marketing arena — BUT for anyone with a website needing MORE natural search traffic.

So that includes, Bloggers, merchants, hobbyists, affiliates, large companies, small companies, veterans of the Internet or aspiring Internet entrepreneurs.

The format for the workshop consists of one session per week, for 5-weeks, allowing me to cover all steps of the process, in their entirety, — so you can be developing backlinks (also called inbound links) as we progress weekly through the workshop.

Each session lasts from 90 minutes to 2 hours, depending on questions.

In addition, each session is recorded and transcribed so that if you miss a session, or are in a time zone not favorable to your schedule, you can quickly and easily get caught up before the next session.

The next workshop begins Tuesday, July 17th followed by sessions on July 24th, 31st, Aug 7th and 14th (and all sessions can be reviewed or taken on your own schedule through online OR downloadable video, mp3 audio and written transcripts), in addition to email correspondence between sessions.

We’ll meet in my online conference room at 6pm (Pacific Time) Time Zone Converter for each “live” online session.

For details, visit:
http://www.backlinksworkshop.com/

John Grayson, a student of the handbook owns the cabin and was nice enough to offer us the keys for the weekend.

He has a beautiful place, located right on the beach, and is just 3 minutes from downtown Sechelt. It’s very relaxing, and very much part of John’s retirement plans.

I am planning on getting some work done while I am here, but then again maybe not. 

The car is way too much fun!