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Search Engine Secrets


Remember the first time you built a web site. You stayed up into the early morning working it out so that it would be just perfect. Then, you were finally done and you sat back and thought, “The world is good.” After that you dreamed of all the visitors your site would have, how they would all see your ad, and buy your product. And then it hit you, like a ton of bricks. How was anyone going to find your web site?


You thought about it for a while and eventually thought you had the answer. Submit your site to the search engines. But after you submitted your site, you checked it out and you couldn't find your site.


So you waited a few days...and still nothing....


You couldn't even find your site if you looked up your own name!!!


Then, you got discouraged...after all that hard work NOTHING?!?!?


And this is where most people give up...but you went the extra searched for help and now you have found it.


This report is going to give you the tools you need to make your web site a success.


Read through the entire report, then go back and highlight the important stuff, and after that keep it as a reference every time you design a web site!!!


You need a strategy

First you need to pick a strategy that fits your web site. This will matter immensely when choosing your keywords.


Our basic strategy is to create a specific keyword rich doorway page for each major search engine.  Then, we create a page which links to all of these doorways.  Then, submit that link page to the search engines (we let the engines spider all of our doorway pages on their own).


Choosing your keywords

What do you want to come up first under? Which keywords? Which phrases? Make a list. Now organize your list according to importance. Then, go to and use their keyword suggestion list. Start looking up and paying special attention to how often each keyword is used and what the best keyword combinations are (remember to use keyword phrases and not individual keywords which are extremely hard to rank in).


Meta tags

Meta tags give search engine robots more detailed information about your web site. One major plus is that even though the search engines can see them a visitor at your web site cannot!

Here is the basic syntax of a meta tag:






<title>Search Engine Secrets!</title>

<meta name=“description” content=”Vault your site to the top with search engine secrets! Insider information that Infoseek wants banned! Search Engine Secrets revealed.....”>

<meta name=“keywords” content=“search engine secrets web site positioning strategy tips tricks advice new stuff internet secrets microsoft magellan infoseek web”>



All you need to be concerned about is creating an effective description that makes people want to click on your listing and go to your web site.


ALT tag secret

You can use the ALT TAG to describe images and graphics on your site. Here's how it looks:


<img src= “” alt=“describe your web page

using as many keywords as possible. Don't repeat any keyword over 3 times though!”>



H1 tag secret

A title on your body text in a header format (large text) helps you achieve the top rankings. Here's how it looks:


<H1 align=“center”>Affiliate Program Software for Your Web Site</H1>


The H1 tags show that it is a number one header.  A little smaller header has an H2 tag...and so on.  These tags in your body text help you get those top rankings.


Link secret

When you link to a page using text with your keywords in them, it gives you another boost.  Try to have both your link title and the page being linked to somehow involve the actual keyword phrase.


Here's how it will look:


<A HREF=“”>affiliate program software</A>


This has the keyword phrase in the URL and in the link text itself.  This is a double whammy to improving your search engine rankings.


Page popularity secret

Have you ever seen a top page that just doesn't look like it deserves it?


Well, now there is that unknown element. Most of the top search engines now organize and rank pages not only according to their content, but also according to how many people are linking to them. They believe this helps improve their content and relevancy. 


So, the trick is to link everyone of your doorway pages to each other using small dot links at the bottom of all your pages.

If you have 500 doorway pages on all of your domains, they should all have 500 dots at the bottom which link to each other. Just make one list, and copy and paste to the bottom of every doorway page. It will increase your rankings.


Keyword density secret

Your meta tags (and tricks) are not the only keys to achieving the top 20 positions. How often your keyword is used throughout your body text is another key. Try to use your keyword phrase 5 to 10 times throughout 500 or so words on your doorway pages for best results.


The exact densities which work for each of the search engines change every single month, so these numbers change constantly. This number will probably be right for one to three of the search engines at all times.


Keyword prominence secret

The closer you place the keywords to the front of your doorway page, the better. They should be at the front of your title tag, your keyword tags, and your description. You should have a H1 tag near the top of the page with your keyword phrase. You should begin many of your paragraphs in the body text with the keywords near the front.


My secret weapon

All of the above tips are a lot of work, so I let my computer do most of the work for me. Web Position Gold can do all of the work above, and much much more, for a cost less than the average “tiny” banner campaign. 


I couldn't live without it anymore.

To try Web Position Gold for free, simply go to the following site:


Pay-per-click search engines

Pay-per-click search engines only have pay for the actual traffic which comes to your site.


Pick out 1,000 or more keywords for your site and place low bids on them.




It's that easy....







5 Secrets to Writing Great Ads and Sales Letters

Ron Ruiz 1994 (707)257-1472


This report contains 5 proven secrets to writing great ads or sales letters. Although simple, these 5 concepts are very powerful. Start using these ideas in your advertising and you will see your ad responses increase by 50-100-500% or more! Information on how to reach the author is above.


1. Constant testing

No business owner or copywriter knows what ad will work every time, without testing. Anyone who tells you they do is either a fool or a liar. Most business owners write an ad or sales letter, show it to someone else and if they like it they use it over and over. Instead, let your customer’s response tell you if your ads are working.


What items should you test? Headlines, prices, the offer, different packaging etc. Once you have an ad or sales letter that is working, don’t test more than one item at a time.


The suggested order of testing is:  1. Headline or opening   2. Price  3. Ad Copy or Offer


A case study

Don’t underestimate the effects that even a small change make. I recently had a client who had been running the same 4 line classified ad in a computer magazine for several years. The response was OK, but they were thinking of starting an expensive new direct mail campaign to generate more leads. I recommended a few small changes to try in their classified ad first.


The results were dramatic! The same size ad, the same cost, pulled 2500% more responses! They actually had to hire someone to help with all the leads.


2. Use strong headlines

Remember, a headline is the ad for the ad. The headline or the opening of a sales letter accounts for as much as 70% of the effectiveness of the ad. It’s amazing to see the number of ads or sales letters that don’t have any headline. Most of the ones you do see are weak or ineffective.


Most people have the mistaken belief that the whole purpose of a headline is to attract attention. In a sense that’s true. If you put a picture of a scantily dressed model at the top of the ad, it will attract attention. But will it get your ad read? Probably not.


One proven formula for using a headline is get the attention of your target audience and then make a powerful, tangible, self-serving promise.


For example:   Women over 35 . . 5 Ways To Avoid Wrinkles


A case study

I critiqued an ad for a seminar sponsored by a financial services company that actually had a better headline buried in the body of the ad:




Here is the original headline:

Strategies for Potentially Increasing Investment Returns Through Professionally Managed Investment Alternatives


(doesn’t that sound like a bunch of gobbledegook?)


Here is a sub head I found buried in the ad:


How to improve the potential investment returns on your portfolio through some of the nations leading professional money management alternatives


(This still has too many big words for me, but isn't this infinitely better?)


3. Write enough copy to tell your story

One common myth is that people will not read long ad copy or a long sales letter. So the old adage is to keep your message brief. This idea is true with one all important qualifier. People will not read long copy that is BORING! They will read interesting, persuasive, educational copy. Test after test has shown that COMPELLING long copy, will out pull a short message almost every time. When you are interested in something you probably enjoy reading about it don’t you?


Of course when you re writing a classified ad, you must be brief. However, when you get your inquiry, make your sales letter as long as you need to tell your story. Start looking at long add and sales letters that keep your attention. Brainstorm how you can incorporate those ideas.


A case study

Once I critiqued a direct mail letter selling an expensive business opportunity. The letter consisted of a formal 2 page letter filled will lots of pretty graphics, sayings, and white space. I suggested writing a letter that told the story in a charming way of why and how the program was developed. We told the story of the early struggles of the company and how the product improved over time. We gave case studies of other people . . .people just like them who purchased the program and now were successful. The end result was an friendly, informal, 8 page letter which contained NO Graphics. (I have nothing against graphics, except when people use them in place of telling a complete story.)


The results of this letter was a response rate of more than 30%!


4. Keep the prospects wants in mind

Start looking at add and you’ll see many self serving  add that build up the business owners ego. This type of ad usually starts with something like  ABC Investments is proud to announce. If you read the ad further you will normally find a lot of  we's or  I's  with very few  you's  or  yours. When I read that type of ad, my first reaction is “Big deal, what’s in it for me?”  Do you react the same way?


Instead, you should always take your prospects perspective in your writing. Your copy should have way many you and yours. Tell why your product will benefit them.


Which copy is written with the client in mind?


XYZ Insurance Has Low Cost Health Plans


How You Can Protect Your Families Health For Only $5.50 Per Day

5. Be specific

Customers are smart enough not to believe vague claims. They are far more inclined to believe specific, direct information. Look at the number of add that say Fast Service, Satisfied Clients, Satisfaction Guaranteed. These claims are meaningless! Everyone uses them.


Instead of these vague, overused phrases, be specific. It will set you apart from the crowd.


Instead of:                                                                     Say:

We have fast service                                   All orders shipped within 24 hours.

We have many satisfied clients                 218 companies are using our software



How to Write Headlines that Make Sales Soar!

Dear Friend and Subscriber:


I'd like to extend to you a warm welcome to the first issue of The Ted Nicholas Letter.


No one in the world teaches the strategies you will get here. How do I know that? Because every idea comes from my own experience, tests of mailings and space ads over $100 million worth. And 23 years

of 12-16 hour workdays!


I'm excited. I'm fulfilling a dream. Doing a special, one-of-a-kind newsletter for the people in the world I most admire and respect entrepreneurs and writers! And the biggest beneficiaries of all are the small business owners who sell products and services other than books. Reason? As Robert Collier said many years ago, “If you can sell books you can sell anything!”


Dedicated to my favorite people in the world....


In case you have not seen my new book, How To Publish a Book and Sell a Million Copies, the dedication best sums up how I feel about you:


"Perhaps the most precious and important right of all free people is freedom of speech. In America we are guaranteed this right under the First Amendment of the Constitution.


“In dictatorships, it is no accident that as soon as leaders assume power, one of their first acts is to take away the citizens' freedom of expression. Censorship and control of the printing presses are sought by all despots.


“This book is dedicated to the real unsung heroes of all human societies the writers and publishers who, through their efforts, keep everyone free.”


The goal of this newsletter is to help you succeed in direct marketing and self-publishing.


Save money, time and hassles

You will save lots of heartache, time, and money. Unless you feel compelled to invest 20 years and get “beaten up” in the  marketplace, there is no need for you to make the same mistakes I've made. You can avoid them once you are forewarned.


This issue features writing effective headlines. Reason? Ninety percent of the success or failure of any sales offer, whether in a space ad or sales letter, is the headline.


Teaser copy on an envelope and the title of a book are as crucially important as is the headline in a sales letter or ad.


So I feel headline writing is the best place to start. I'll show you how to ignite your sales by creating headlines with amazing power!


What the legends in advertising say....

In case you have any doubt about the importance of headlines, here is what two of the greats in advertising have to say:


“Advice to copywriters: When you are assigned to write an ad, write a lot of headlines first. Spend hours writing headlines or days if necessary. If you happen to think of a headline while walking down the street or while riding the bus, take out pencil and paper and write it down.”

Ñ John Caples


“On the average, five times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money.”

ÑDavid Oglivy


Headline writing is an area in which everyone, including professional copywriters, can be stronger. But, I'm unaware of anyone in the world today who teaches the art of the headline effectively.


Unfortunately, many direct marketing seminar speakers have learned from a book instead of the real world. Often they teach mythology that doesn't work.


What does a headline do?

An effective headline is important for many reasons. It:

-Attracts attention

-Communicates a strong benefit

-Appeals to the self-interest of the reader. It answers the question, "What's in it for me?"

-Sets the tone for the offer


A headline acts like a marquee does for a movie theatre and selects the right audience.


Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!


Because it is so important, I always write many headlines for an ad or book title. For instance, for How To Form Your Own Corporation Without a Lawyer for Under $75, I wrote 217 titles before I published

the book. And the final title also became the headline for my first ad. Here are some guidelines I use for the way a headline is written and presented.

-The promise must be believable.

-Never use more than 17 words.

-Use quotation marks because it is more memorable.

-Use reverse type sparingly, because it is hard to read.

-Use upper and lower case letters not all caps for reading ease.

-If a large photograph is used, place the headline below it.

-Do not vary type size.


How to start writing great headlines

On any product, including an information product, book, special report, newsletter, tape, floppy disk . . . re-review the product, element by element.


Step back from the product. If you have written or created the product, take off the producer's cap and look at it with a “marketer's eye.” Identify all the benefit and feature of the product from the buyer's point of view.


Benefits are the real hot buttons

Benefits are those elements of the product that provide the answer to, “So what?”


Use strong action verbs. For example: “Discover how to slash your taxes by 95%.” The word slash is a strong action word.


A feature is a fact about the product that builds credibility: “It's 11 x 17 inches, 244 pages and has 13 illustrations.”


Both features and benefits are necessary in your copy. But benefits are where to place the emphasis. Benefits close the sale. Reason? People act 90 percent on their emotions. Benefits help bring out emotions. Everyone then justifies their decisions by using logic.


Here is a great technique. Using 3 x 5 cards, write one benefit or feature on each card. If, for example, the product is a book or tape, from some pages or segments you will write several benefits and features. On others, only one or even none. Do this throughout the review of the product.


When you have completed this process, review the 3 x 5 cards. Sometimes you will have 50, 75, 100 up to 200 and even more. In some cases the strongest benefit you can find on a card is also the best headline.


It can just pop out at you sometimes! A benefit you have isolated on your 3 x 5 card can become what sometimes is called your "unique selling proposition" ­--your USP.


The obvious can be your key to wealth!


When you isolate the obvious benefits, you will start building wealth. You will immediately start earning a great deal of money as a marketer. Why? Many marketers miss isolating the obvious benefits of their product.


You will have many headline choices. And the benefits you have isolated will help you write the rest of the body copy. Your entire message needs to be filled with benefits. Put the strongest ones first in order of priority when you get into writing body copy.


Put drama, power and passion into your benefits.


Here is a special technique that can be even more powerful than the procedure I have just described. A technique NOBODY teaches originated by me so only I know it. I call it . . .


Finding the hidden benefit

I often create headlines that do not arise from studying the product itself. Yes! That is not a misprint. By using this special strategy, I've written some of the most successful headlines in direct marketing history.


Here is how it works . . .


Ask yourself this question, “If I had unlimited, godlike powers and could grant my prospective customer the biggest benefit I can possibly imagine he or she would ideally want from my product, what would that be?” Write down your answer.


Here is a specific example. While writing The Complete Book of Corporate Forms, to sell it I naturally wanted to dramatize the book and excite my prospects about its benefits. How could I possibly do that? Numerous publishers sold legal form books. Not as good as mine, mind you, but still form books. (Mine was, and still is, the easiest to use.) What could I do to differentiate my product? How could I make a book of forms (sounds dull, doesn't it?) exciting!?


So I stood back and asked myself that question. I quickly realized that entrepreneurs don't care a whit about forms. Most abhor paperwork. What they want is the benefit from using the forms.


I knew entrepreneurs, more than anyone else, hate to pay taxes. And what every entrepreneur desperately wants is to preserve the corporation's tax shelter status. No one wants to lose that precious benefit.


So it came to me. I wrote the headline, “What Will You Do When the IRS Suddenly Wipes Out Your Corporation's Tax Shelter Benefits?” Of course, the book has narrative information about the importance

of keeping good records to maintain the corporate protection. But, while it happens all the time, there is nothing whatsoever in the book about the IRS taking away benefits. That is why I call it a hidden benefit.


The rest of the copy for the ad was easy to do once I had the lead. You too will find your copywriting task will be simpler.


I used this headline for a 7 x 10 inch space ad. Later I used the same headline for a successful sales letter. A card deck offer selling the book on a postcard was also very successful.


Wow! Did it work!


Results? Since 1979, 350,000 copies of the book have been sold at $70 per copy. That's 24.5 million dollars worth of product sales. And it is still selling just as well today! Selling a million copies of this book in the next few years is easily within reach!


One caveat on the “hidden benefit” headline strategy. Make sure your product actually delivers on the headline's promise. If you have the slightest doubt, here is what to do: change or revise the product! Result? You will both deliver the benefit and greatly add to the product's sales appeal! Other examples of headlines I have written that have nothing whatsoever to do directly with the product, but nonetheless have set sales records, include the ads I did for my book How To Form Your Own Corporation Without a Lawyer for Under $75:


"The Eighth Wonder of the World"

"Wage Your Own Personal Tax Revolt"

"Only Way Left For Little Guy to Get Rich"

And the most successful headline I ever wrote for that product...

"The Ultimate Tax Shelter".


Another example of the technique is the headline:


"What Will You Do When Your Personal Assets Are Seized to Satisfy a Judgment Against Your Corporation?"


Product: The Complete Book of Corporate Forms


Use the “hidden benefit” technique when you are writing headlines and watch your sales explode. And remember:


Write as many headlines as you can. Test, test, test


You will undoubtedly want to test more than one headline or "teaser” before you choose your final “control” headline. And even after you have a control, it is imperative to keep running new headline tests against it for two reasons:


1. to see if you can beat it, and . . .

2. every headline eventually becomes tired and you need to change it. But not too soon!


You will tire of a headline much faster than will your customers. If it is working  never, never, never, never change it until, or unless, you beat the results with a new headline.


Using photography to boost sales

A new trend affecting the art of writing headlines is the increased use of photography in ads and sales letters. People are influenced more than ever before, probably because of the increased watching of video and TV.


Think visually about your headlines. If your headline message can be depicted visually, try using a photograph for up to 1/3 of the first page of a letter or ad. Do at least one variation of the ad with a photo. The old saying is true: “A picture is worth a thousand words.” But here is the key. The headline and photography must work together. Ideally the photography emphasizes the headline.


An example of the headline supported by a photo

A project I am currently doing for a client uses a photo.


The product is a wonderful manual designed for business people and leaders of all kinds who want to improve their public speeches, as do nearly all of them who want to get ahead. (Did you know that 54

percent of Americans would rather face death than make a speech?!)

The headline I wrote is “How To Get Enthusiastic Applause Even a Standing Ovation Every Time You Speak.”


The ad photo depicts an audience smiling, clapping and giving a standing ovation as the speech ends. I bet you can even feel the attention-getting pulling power of the ad as you read this description.

Can't you?  Doesn't that knock your socks off? The ad has yet to be tested, but I would be very surprised if it isn't a smash hit.


A photograph cannot replace a headline

But no matter how good the photograph, the headline has even  more responsibility. The goal? To get readers into the body copy. And the copy should be directly under the photograph, right after the caption.


On the ad for the public speaking book, the headline's promise is not specifically mentioned in the product, as such. It is another example of a “hidden benefit.” However, the excellent information

contained in the product delivers on that promise. I know because it kept the promise for me in a recent speech.


Powerful headline words

Here are my favorite headline words. The safest headline begins with “How To.” It immediately appeals to the reader's self-interest. It piques curiosity. If the benefit is powerful, the reader will move on to the body copy. You are involving the reader immediately.


Did you know there are over 7,000 books in print with titles that start with “How To?” This phrase cannot be overdone.


Here are 26 other provocative words and phrases I like to use in a headline:

1. announcing                      9. advice to                             17. yes

2. secrets of                          10. the truth of                       18. love

3. new                                    11. protect                              19. how much

4. now                                   12. life                                      20. how would

5. amazing                             13. here                                   21. this

6. facts you                          14. discover                            22. only

7. breakthrough                   15. do you                              23. sale

8. at last                                16. bargains                            24. hate


And finally, the two most powerful headline words:

25. free                                   26. you


Other important headline points

Avoid headlines that merely create curiosity. If the headline does not tie to the product or to the benefit derived from using the product, the reader will feel deceived and will stop reading. And, of course, your product will not be ordered.


A good headline is the first step in prompting an action on the part of a reader. The headline must stir an emotion. It must get the reader excited or fearful or protective. It must motivate.


Use present tense, not the future tense, for added power and life. It adds more “juice” to the promise and makes the promise more credible and believable. The present tense is also far more emphatic. Use the

first or second person.


Use verbs which are colorful, vital and strong. Use short words that create images or pictures. Eliminate most adverbs and adjectives; they belong in longer body copy where you can support them.

Do not try to be “catchy” or “cute” as do many copywriters. Instead of dramatizing the product, they call attention to the copy itself which is distracting. Make the product the “hero,” not the copy.



Brought to you by:

Advantagecom Networks, Inc.

Visit us today and see how you can save hundreds on web hosting services!

Join the Affiliate Network
and make extra cash from your web site traffic.  Click here for details.


Get your site listed with over 700,000 search engines and link pages!
For more information, go now to:


Want to really drive your business?
Try setting up an automated affiliate program! Click here!