Introducing: The Internet Advocacy Book for Non-Profit Organizations and Cause Marketing Firms

Chicago, IL (PRWEB) September 5, 2007

The Internet Advocacy Book is for non-profit organizations and cause-marketers that use the internet to advocate for their cause. Starting today, the entire contents of the book have been published, and are freely available, at IssueMarketing.com.

The Internet Advocacy Book demonstrates how to win the battle for "share-of-influence" on the internet.

Topics covered include: internet keyword research, internet copywriting, inbound link campaigns, search engine optimization, internet advertising, internet press releases, advocacy blogging, internet outreach, email alerts, and affiliate programs.

Case studies of internet advocacy leaders are also provided, featuring: March of Dimes, PETA, Pew Center on Global Climate Change, VolunteerMatch.org, and Big Cat Rescue.

While "techies" may benefit from The Internet Advocacy Book, the intended audience is non-profit executives and cause marketers who wish to sway the opinion of a national audience to their point-of-view.

Rather than a "how to" format, The Internet Advocacy Book is written as a "how better to" guide, with laser focus on the best uses of internet-advocacy time. Readers are greeted with candid advice and insightful recommendations, without the bias or self-interest of rah-rah sales reps.

That approach is evident throughout the book. For each internet advocacy technique, coverage of advantages and disadvantages includes at least as many cons as pros. Self-assessment scorecards are provided to help readers identify areas of current strength as well as weakness.

The book's recommendations are concise and specific; so readers may find that they can accomplish many of their internet advocacy goals with in-house staff and volunteers.

The Table of Contents follows:

Chapter 1 Highlights: Keyphrase Research

Overview
First, Profile Your Audience
Target Keyphrases, Not Keywords
Select Your Keyphrases
Step 1: Brainstorm Keyphrases
Step 2: Add Keyphrases from Your Website's Log File
Step 3: Find Related Keyphrases
Step 4: Hijack Your Opponents' Keyphrases
Step 5: Leverage Online Keyphrase Tools
Step 6: Prune and Prioritize Your Keyphrases
Useful Tools

Chapter 2 Highlights: Internet Copywriting

Select a Primary Keyphrase for Each Webpage
Select Secondary Keyphrases
Identify Keyphrase Variations
Aim for Keyphrase Density of 3% - 7%
Structure Page Content Into Related Blocks of Text, with Relevant Headings
Insert Keyphrases Early in the Page Title and the Headline
Stuff, But Don't Clump
Replace Generic Words with Keyphrases
Use Keyphrase-Rich Hyperlink Text
Avoid Over Doing It

Chapter 3 Highlights: Inbound Link Campaigns

Earn Link Love by Offering LinkWorthy Linkbait
Linkbait: Humor, Conflict, and Controversy
Linkbait: Tools and Freebies
Linkbait: Case Studies and Research Findings
Linkbait: Interactive Games, Screensavers, and Ring Tones
Linkbait: Lists
Linkbait: Celebrity Photos and Interviews
Linkbait: Critical Reviews
Linkbait: Scholarships, Grants and Awards
Target the "Linkerati"
Request "Keyphrase-Rich" Text Links
Seek Inbound Links from Webpages with High Relevance and High PageRank
Request Links from Websites that Link to Your Major Allies and Opponents
Use a Contact Management System for Link Requests
Personalize Link Requests
Seek Inclusion in Editorially-Reviewed Internet Directories
Insert Inbound Links Into Educational Material Published at Web Guides
Recommend Your Website to Reviewers
Post, Tag, and Bookmark at Social Media Websites
Earn Links from Government (.gov) and Academic (.edu) Websites
Experiment with Paying Bloggers for Reviews... Selectively
Insert a Link in Your Response at Yahoo Answers
Insert Keyphrase-Rich Text Links into Job and Volunteer Postings
Insert Keyphrase-Rich Text Links into Press Releases
Insert Keyphrase-Rich Text Links into Syndicated Articles
Get Full Credit for All of the Webpages that Link to You
Add a "Link to Us" Button on Every Page of Your Website
Bestow a "Seal of Approval"
Avoid Reciprocal Links and Link Exchanges
Avoid Buying Text Links
Track Your Link Campaign Progress

Chapter 4 Highlights: Search Engine Optimization

Offer 100 Pages that Feature One Narrow Topic Per Page
Translate Topics Into Keyphrases that Attract At Least Moderate Search Activity
Lead Your "Title Tags" with Primary Keyphrases
Treat Description Meta Tags as Keyphrase-Rich Ads
Use the Keywords Meta Tag for Emphasis
Use Keyphrase-Rich Heading Tags
Copywrite for Search Engines
Insert Keyphrases into Alt Text, Image Names, and Image Captions
Use Your Primary Keyphrase in a Link to a Highly-Ranked Authority
Enhance Hyperlinks with Keyphrase-Rich Title Attributes ("Tool Tips")
Insert Keywords into URL Addresses
Do Not Use Frames
Don't Hide Your Content in Dynamically Generated Webpages
Don't Hide Your Keyphrases in Images or Flash
Offer Search-Engine Friendly Navigation Menus
Create an XML Site Map for Google, Yahoo, and MSN
Use a Robots.txt File to Focus Crawlers on Your Most Important Content
Use 301 Redirects as More than a "Forwarding Address"

Chapter 5 Highlights: Internet Advertising

Preview

Chapter 6 Highlights: Internet Press Releases

Be Newsworthy
In the Absence of Hard News, Create "Angles"
Earn Attention in Less than Eight Seconds
Write Like a Reporter
"Insert" Keyphrases
Hyperlink to a "Call-to-Action" Landing Page
Include Links to Visuals
Leverage Your Online Press Room
Earn Press Room Spidering by the Google Newsbot
Distribute Your Press Releases via Newswires
Distribute Your Press Releases Directly to Journalists
Pitch to Influential Bloggers... Carefully
Distribute Your Press Releases via Multiple Channels

Chapter 7 Highlights: Advocacy Blogging

Survey "The Conversation"... Then Assign a Blogger
Optimize for Search Engines
Select a Blog Content Style
Claim Your Blog on Technorati.com
Apply Technorati Tags to Your Posts
Ping the Blog Search Engines
Post Blog Content Regularly and Frequently
Categorize and Archive "Evergreen" Blog Posts
Create Blog "LinkBait"
Encourage Blog Readers to Subscribe
React to Ally and Opponent Bloggers
Embrace Feedback
Set Milestones and Track Your Progress

Chapter 8 Highlights: Internet Outreach

Use YouTube to Promote Your Cause
Use MySpace to Promote Your Cause
Use Facebook to Promote Your Cause
Use Flickr to Promote Your Cause
Use Del.icio.us to Promote Your Cause
Use Digg to Promote Your Cause
Use Care2 to Promote Your Cause
Use Wikipedia to Promote Your Cause

Chapter 9 Highlights: Email Alerts

Build Your Email List via Opt-In Registrations but Not Necessarily Double Opt-In Registrations
Build Your Email List via Co-Registration
Build Your Email List via Sponsored Mailings but Not Email List Rental
Build Your Email List via Exit Pop-Ups
Offer a Related Incentive
Highlight the Topic and Offer in Email Subject Lines
Highlight Key Points in Headings, Bold Text, and Call-Outs
Boost Email Response Rates by Appealing to the Basic Human Motivators
Boost Response Rates with Personalization and Dynamic Message Assembly
Boost Response Rates with Testimonials
Concept Photography: Boost Response Rates with Photographs that Convey Benefits
Test "Creative" and "Offers" Prior to Roll-Out
Test Using a Minimally-Sufficient Sample Size
Test New Email Concepts vs. Your "Control"
Customize Offers for Each Segment of Your Email List
Measure Email Success Based on Conversions, Not Just Click-Thrus
Test Every Time
Mail a Sequence of Emails to New Subscribers from 0 to 60 Days After Registration
Don't Assume that a Very Low Unsubscribe Rate is "Good"
Offer Both HTML and Text Email Formats
Test HTML Appearance and Function with Seed Accounts at Popular Email Domains
Monitor Inbox Delivery
Manage Email Bounces Proactively
Stay Off Email Blacklists
Apply for Whitelisting and Sender Authentication
Leverage Third-Party Email Software and Services
Comply with Email Spam Laws (Even If It's Not Required)
Incorporate Wiggle Room Into Your "Privacy Policy"

Chapter 10 Highlights: Affiliate Programs

Define a Meaningful and Measurable Objective
Calculate Your Maximum "Cost Per Action" (CPA)
Check Comparables Before Committing to Start-Up Costs
Assign an On-Staff Affiliate Manager
Select an Affiliate Network
Recruit Publishers
Motivate Your Publishers
Provide Banner Ads to Your Publishers
Offer Free Content to Your Publishers
Monitor Your Publishers
Optimize Your "Landing Page" for Conversion
Use Verified, Backed-Up Referral and Conversion Tracking

Chapter 11 Highlights: Case Studies

Big Cat Rescue
Pew Center
VolunteerMatch.org
March of Dimes
PETA

About Issue Marketing: Issue Marketing serves nonprofit organizations and cause marketers who leverage the internet to advocate for their cause. Issue Marketing is proud to host the online edition of The Internet Advocacy Book at our website, made freely-available to all.

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Selling Information on the Internet

(PRWEB) February 19, 2006

By far the hottest money making trend on the Internet is selling knowledge in the form of e-books including digital audio and video. Most people use the Internet to do research, gather business intelligence, find fun things to do, indulge their hobbies or as a medium for the exchange of information via e-mail. The idea behind this new business model is to leverage this insatiable hunger for information on the web by creating and selling digital information for profit. Think of this in terms of owning an asset that you can sell to earn recurring revenue without the large capital outlay required for building your own manufacturing plant.

What are Information Products? For the purpose of this article information products can be classified into three:

1.eBooks - eBooks are electronic books you can read on your computer or your MP4 player or print out if you prefer hard copies. eBooks are instantly delivered electronically via a simple download from the Internet to the customer.

2.Audio You can record your information using freely available software and a microphone. Audio CDs are now being delivered instantly via digital download to the customer.

3.Video They say a picture is worth a thousand words, a video is even more powerful. Contrary to popular belief creating a video product is not difficult. Digital video cameras and the necessary software are readily available. Most video cameras now come with full instructions and the software to get this done. A well-planned video presentation may be what is needed to reach your audience.

Why Information Products?

There are several reasons why this business model has become very attractive to many aspiring entrepreneurs:

1.Low cost entry. The cost for entry is small, you can create your products, build a website, pay your hosting fees plus acquire the tools to start an effective e-mail campaign for under $ 500. There is probably no other business with this much potential that you can start for so little money.

2.Easy to Create. Once you have gone through the process of creating your first product, the process becomes second nature to you. You can create as many products as you wish to enable you build multiple sources of income. The technology to do this is available in the form of e-Book creation software. These specialized software will help you automate the entire process including packaging and distribution.

3.Unlimited Inventory. Once you have created a successful product, it becomes an asset that you own and control. There are no more production costs and the inventory is unlimited. You do not need to purchase additional inventory because you now own a product that cannot be depleted. Your job is to continue to market and promote your product for as long as there is demand for it.

4.No shipping and handling required. Your product is delivered automatically without any human intervention. No lost packages, no stamps and no delivery costs. The computer handles all chores and tracks the delivery of your product to your customers.

5.Immediate Payment: No receivables, thank you. Product is delivered automatically once payment is made.

6.You can work from home no long commutes necessary.

How do I get started?

Is this a quick path to riches? The answer is no. No one can promise you instant profits without work. You have to do your research on the Internet to identify the products you can sell and put together a plan of action. There are good Internet marketing companies that will literally guide you step by step if you do not want to do most of the work yourself. A question that I am often asked is how can I create useful content, I have no expertise? In my next article I will show you where to go to find paid talent to write and develop your content for you. For now let us look at a plan of action to get you started.

Action Plan

1.Build a list of 10 ideas that incorporate your areas of expertise, interests or hobbies. Example, Investing in the Financial Market, Day Trading, etc.

2.Create a list of 100 500 keywords related to your interests, hobbies or areas of expertise. Example (currency trading, FX signals, forex training, investment strategy, trading S&P 500, emini trading, options strategy, stock trading, IRA, retirement planning, etc).

3.Now go to Yahoo Marketing (formally known as Overture) or Google AdWord and research these keywords. You want to find out how many people are looking for information using these keywords. You want a niche, so narrow down the keywords to find a sizable target group. Avoid general keywords that produce too many hits, the market is too large for you to compete in.

4.Using the results from this effort, define problems and solutions based on what people are looking for on the Internet.

5.Create or find an existing product that will address the needs that you have identified from your research.

6.Register your domain name, create a website and setup a Paypal account to handle your transactions. This is easier than it sounds. All the resources you need to accomplish this are on the web. Most good web hosting companies will provide you all the tools you need to do this yourself. You must have a website to succeed in this business, do not shortcut this step.

7.Depending on your product, eBay may complement your website. You can setup as a seller on eBay relatively easily.

8.Write a good sales letter describing your product and your unique selling proposition. Use testimonials and reduce the risk for the buyer by offering a money back guarantee.

9.Finally, believe in your plan and work your plan.

The business of selling information on the Internet is alive and well. With some research and a little bit of hard work you can create multiple streams of income by selling your products online.

Another way to get started in this business is to find someone or a company that has successfully done this and use their help to fast track your entry.

Here is a great site that teaches some of these great techniques:

http://www.InternetProfitMentor.com.

They also offer a free 12 hour video course plus many other incredible tips. Check them out.

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