© copyright 2002 - 2015 divine write copywriting pty ltd. · pdf filepractical seo...

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© Copyright 2002 - 2015 Divine Write Copywriting Pty Ltd.

The right of Divine Write Copywriting to be identified as author and copyright owner of

this work is asserted by Divine Write Copywriting in accordance with Australian

copyright laws as determined by the Australian Copyright Council.

Copyright extends to any and all countries in which this publication is purchased and/or

viewed and/or read.

All rights reserved. No part of this publication may be reproduced or transmitted, in any

form by any means without the prior written permission of the author, nor be otherwise

circulated in any form of binding or cover other than that in which it is published and

without a similar condition being imposed on the subsequent purchaser.

The purchaser of this publication indemnifies Glenn Murray and Divine Write

Copywriting and its partners, directors, officers, employees and agents from and

against all losses, claims, damages and liabilities which arise out of any use of this

publication and/or any application of its content.

https://www.facebook.com/groups/divinewriteaffiliates/

Table of Contents 3


Introduction 5

About the author 6

Working together 7

Joining my affiliate program 8

How much you can earn 9

How to join my affiliate program 10

Join my affiliate Facebook group 18

My Ebooks 19

What they’re about & who they’re for 19

Why I wrote them 21

What’s good about them 23

What’s bad about them 25

General marketing tips 27

Promote honestly & leverage trust 27


Table of Contents 4


Some sample promotional copy for Practical SEO

Copywriting 29

Some sample promotional copy for SEO Secrets 31

Other resources 33

Banner ads 33

Affiliate Facebook group 33

Conclusion 34


Introduction 5


Introduction 5

Promoting affiliate products can be a great way to earn a little extra cash. Do it right,

and you can earn a LOT of extra cash.

This guide will help you promote my ebooks effectively. Hopefully they’ll become the

top performers in your affiliate portfolio.

This guide is structured in five main parts:

1. Working together — A bit about me and how I’d like us to work together (p.7)

2. Joining my affiliate program — Learn how an affiliate program works, how

you make your money and how you get paid (p.8)

3. My ebooks — What they’re about, their history, and their pros & cons (p.19)

4. General marketing tips — Some stuff I’ve learned about how best to engage

and compel my audience (p.27)

5. Other resources — A couple of goodies that will help you apply what you’ve

learned to make more cash (p.33)

So let’s get to it…

About the author 6


I’m a specialist SEO copywriter. I specialize in writing web copy

that will help increase a website’s search engine ranking (while

also remaining engaging and compelling to readers).

Based just north of Sydney, Australia, I’ve been a copywriter since 2002

and was a technical writer for 9 years before that. Numbered among my

clients are some of the world’s leading companies including Toyota, IBM,

Virgin, Telstra, Honeywell, Kimberley-Clark, Safe-n-Sound, Doubleday,

the Australian Government, Raine & Horne, PMP Limited, Westpac, the

Commonwealth Bank, Reckon and MYOB.

I have a Bachelor of Arts in Linguistics and English Literature, and a

Master of Arts in International Communication.

I’m also a lucky husband and a very proud father of three.

Working together 7


You’re vital to my success. Yeah, yeah, I’m sure you’ve heard that before. But

honestly, it’s true.

There are only so many hours in the day. And most of mine are taken up by my

copywriting business, Divine Write. I can do only so much selling, when I’m writing

client copy 8 hours a day. I rely on my affiliates for at least half of my ebook revenue.

This means I like to put a lot of effort into helping you. But more than that, I like to

know my affiliates. I want you to trust me. When you trust me, you’ll have faith that my

ebooks are good, even if you haven’t read them (a lot of my affiliates haven’t). And if

you have faith in them, you’ll put more effort — and more heart — into promoting them.

If you need help

If you need any help promoting my ebooks or understanding the affiliate program,

please contact me. I WANT to help you, and I’ll do so personally. You can email me at

mailto:[email protected], connect with me on Twitter or Skype me on divinewrite

(chat / voice).

mailto:[email protected]

https://twitter.com/divinewrite



An ‘affiliate program’ is just a kind of commission-based sales.

HOW MY AFFILIATE PROGRAM WORKS

1. If you haven’t already, sign up for a PayPal account (you’ll need this to get

paid)

2. You join my Affiliate Program for one — or all — of my ebooks (it's FREE —

see p.10)

3. You get a unique URL to the ebook's sales page

4. You use that link in your blog, tweets, emails, etc.

5. If someone clicks your link then buys my ebook — within the next 6 months —

you earn a 50% commission on the sale

6. In fact, if they browse to another page and buy another of my ebooks*, you

earn a 50% commission on THAT sale too!

7. It's all automatically tracked & calculated by the Affiliate program, SendOwl

8. You get paid all your commissions within about 10 days of month end

* Excludes the ProBlogger Scorecard, which is handled by Darren’s affiliate program.

You have to join that separately (see p.15).



HOW MUCH YOU CAN EARN My ebooks are deliberately priced to be easy to sell, but still worth your while. When

you sell one, you get USD $25. (For the ProBlogger Scorecard you’d get USD $20.)

So obviously, if you were to sell just one or two a week, you could earn around

$200/month. Sell one a day, and you’re looking at around $750/month. Those sorts of

figures are very achievable.

But if you get really serious about selling, you perfect email marketing, actively

advertise and perhaps even build your own sales/testimonial website, you could earn a

lot more. 10 sales a day is $7,500/month in revenue. (You’d have to deduct your costs

out of that, but you get the picture…)

Theoretically, your earning potential is unlimited, but obviously there’ll be practical

constraints on what you can achieve. As you’re reading this section, you’re probably

fairly new to affiliate marketing, so your earnings will most likely be at the low end. At

least for a while…

How much you earn depends on only one thing, in the end: you.

And that’s the beauty of affiliate marketing.



HOW TO JOIN MY AFFILIATE

PROGRAM When you’re new to affiliate programs, they can sound a little daunting. But trust me,

they’re fairly simple, once you get your head around it.

Step 1: Join my affiliate program

Join my Affiliate Program (it’s FREE). For this you'll need a free SendOwl account

(that's system that tracks when you refer someone and calculates your commission). If

you don't already have one, you'll be prompted to create a free one when you click this

link.

https://www.sendowl.com/programs/14797/join/fc7592c095



2. Enter your PayPal address

So I can pay your commission. (If you don't have a PayPal address, you can sign up

for one here.)

http://www.paypal.com/

http://www.paypal.com/



3. Get your unique link to my sales page

The is how the system knows who you refer.



4. Promote my ebook with that link

Use your unique link in your blog, tweets, emails, etc. Every time someone clicks your

link then buys my ebook, you earn a 50% ($25) commission on the sale (even if they

buy 6 months after they click through). You might even want to grab one of my

banners and attach the link to it (you can get all my banners further down this page).

5. Track your earnings

Everything's automatically tracked & calculated by the system. You get notified by

email the moment you generate a sale, and you can track your earnings on your own

user-friendly dashboard.



6. Get paid

You get paid all your commissions at the start of the month following your sales

(usually around the 10th). Here are some real screenshots from one of my affiliates:



Step 7: Join the ProBlogger affiliate program

The Problogger Scorecard ebook is managed through my co-author, Darren Rowse’s,

affiliate program. To join his affiliate program and get your unique link:

1. Register at E-junkie (if you haven’t already)

2. Log in to your E-junkie account

3. Join the Problogger E-Junkie affiliate program (the Problogger Scorecard

ebook is managed under my co-author, Darren’s, affiliate program).

https://www.e-junkie.com/ej/register.php?section=affiliates&rs=af

https://www.e-junkie.com/ej/login.php?section=affiliates&rs=af

https://www.e-junkie.com/affiliates/?cl=11220&ev=cfd0c38249



4. Select 'Get Affiliate Code'

5. Select merchant 'ProBlogger'

6. Click 'Get Affiliate Code'

7. Select ‘Copywriting Scorecard for Bloggers - 40% (Has Hop-Link!)')*

8. Click 'Get Affiliate Code'



9. Copy the link code displayed. When you paste this into the HTML of your site,

it'll display as a link that says 'Click here to view more details' and links to our

ebook sales page.



10. If you just want the raw affiliate link URL, just copy the bit inside the first set of

double quotes.

JOIN MY AFFILIATE

FACEBOOK GROUP

To get ongoing support and a heads-up about any upcoming promotions.

1. Go to https://www.facebook.com/groups/divinewriteaffiliates/

2. Click Ask to join group, at the top right

3. I’ll then confirm your membership, and we can toast marshmallows over

the Facebook campfire


My Ebooks 19


To maximize your sales, it’s helpful to know a little about my ebooks. Not just their

subject matter, but also their history, their strengths and weaknesses, and their general

philosophy.

With this information, you’ll be in a better position to market them, however you choose

to do it.

WHAT THEY’RE ABOUT & WHO

THEY’RE FOR

SEO SECRETS

SEO Secrets is a 194 page guide to search engine optimization. It starts at the basics,

and works its way up to some intermediate-advanced concepts. It covers nearly

everything its target audience would usually need to know about SEO.

This book is for people who either want to get in and do their own SEO or want to

make sure they know what they’re outsourcing. It targets:

Small or home office (SOHO) business owners

My Ebooks 20


Small to medium business (SMB) owners

Marketing professionals

Bloggers

Aspiring SEO practitioners

PRACTICAL SEO COPYWRITING

Practical SEO Copywriting is a 66 page advanced guide to writing search engine

optimized copy — copy that’s compelling and engaging, but still written to rank well. It

starts at the basics, with a simple embedded movie that illustrates the importance of

key-phrases to search engines, and works its way up to some advanced examples of

how to balance the needs of Google against the needs of your readers. It’s a practical

guide that readers will most likely revisit often (I still do).

This book is for people who are serious about learning SEO copy. They may even

already do it for a living. They want something that goes beyond the usual fluff about

keywords and keyword density.

Professional SEO copywriters (even veterans)

Professional copywriters who want to break into SEO copywriting

Aspiring copywriters

Professional SEO practitioners (both inhouse and freelance)

Small or home office (SOHO) business owners who need to write their own

copy

Small to medium business (SMB) owners who need to write their own copy

Marketing professionals who need to write their own copy

Bloggers

My Ebooks 21


WHY I WROTE THEM My first ebook, SEO Secrets, was an accident. When I started writing it, I was in the

middle of a short-term contract, as a marketing coordinator. It was 2003, and I’d been

running Divine Write for a year or so. (Even though I was a good copywriter, I just

couldn’t get any momentum going in my business. I couldn’t attract traffic to my site,

and I didn’t have any money to advertise. So I was stuck cold-calling, which is a

tedious and time-consuming process that doesn’t leave much time for copywriting.)

When I was interviewed for the contract, the boss told me I'd be optimizing their

existing web copy and writing a fair bit more from scratch. I said that was fine, but I

couldn’t handle all his SEO needs. He agreed — they had someone else to handle the

rest of their SEO.

Unfortunately, when I started, the next morning, he’d changed him mind. He wanted

me to manage all of the company’s SEO, after all. (And we’re talking a multi-million

dollar company, here, not some backyard setup!) I told him I didn’t know how, and he

said, “I’m paying you by the hour to learn. I’m sure you’ll figure it out.”

Luckily enough, I managed to stumble across a few SEO specialists on the Internet

who were very helpful, and who spent a bit of time educating me. So by the end of my

3-month contract, I’d managed to get my employer ranking no.4 in Australia for its

keyword phrase, “disaster recovery”. (Incidentally, when I got home each night, I

applied what I’d learned that day to my own site, and got it ranking too.)

So what does all that have to do with my first ebook? Well, everything really…

You see, I learn by writing. It sounds counter-intuitive, but it’s true. I blame my dad.

When I was in school, and he was helping me with my homework, he’d always say,

“Before you do anything else, write down what you know.” Now, I find it nearly

My Ebooks 22


impossible to learn without a keyboard in front of me. If you walked up to me in the

street, handed me a 1000-piece jig-saw puzzle and told me to put it together without

sitting down, I imagine I’d feel much the same way.

So in order to PROPERLY learn all this complex SEO stuff I was doing, I HAD to write

it down. I wrote about 3 pages a day, and by the end of the 3 month contract, I had me

the skeleton of a book.

That’s how it all started.

My first ebook sold like wild-fire: 2 copies in 6 years (between 2003 and 2009).

Which was quite frustrating, really. Sure, it was an ugly book, and obviously it was a

niche audience (not many people knew about SEO back then). But it was still quality

stuff.

Actually, I wasn’t trying to sell it for that entire 6 year period. I gave up after about a

year, and decided to give it away — to generate leads and build trust and authority. It

wasn’t until the end of 2008 that I thought about taking another shot at selling.

Obviously by then, though, a lot of the book was outdated, so I took what was there

already, and re-wrote it completely. Plus I researched and wrote about as much again.

Then I had my designer make it look pretty, and I launched it in January 2009.

Then things really turned around. I could hardly keep the smile off my face, watching

the e-Junkie sale notification emails roll in.

That really opened my eyes to the power of ebooks. Don’t get me wrong. I’m not

saying I’m some hotshot ebook marketer. (As I hinted at above, I’m really good at

writing them, but could be a lot better at marketing them.) But it was this experience

that made me realize I could make my living off ebooks.

My Ebooks 23


So I got busy…

I released Practical SEO Copywriting in November 2009 and The Copywriting

Scorecard for Bloggers in August 2010 (which I co-wrote with one of the world’s

leading bloggers, Darren Rowse, aka Problogger). I also have another due out before

the end of 2010, a fifth under-way, and a sixth and seventh in the pipeline.

WHAT’S GOOD ABOUT THEM Ok. So here are some of the things you might want to consider talking up in your

promotions. These are the pluses I can honestly, and wholeheartedly stand behind.

Which means you can too.

Easy-to-read, plain English

Before starting Divine Write, I worked as a technical writer in the software industry. I

wrote online help and user manuals for some seriously complicated IT software. So I’m

very good at translating complex technical material into easy-to-read, plain English.

This is particularly important for the sort of ebooks I sell — they’re all pretty technical.

Ease readers in

I like to ease my readers into the book they’re reading. For instance, with my SEO

ebook, SEO Secrets, I don’t launch straight into a discussion of the more advanced

elements of SEO. I start with the basics and work up to the advanced stuff. Likewise, in

my SEO copywriting ebook, I start with a couple of embedded animations that illustrate

the importance of key-phrases to Google. Then I work up to some truly advanced SEO

copywriting stuff.

Target a very specific audience

I don’t try to be all things to all people. I target an audience with very specific needs,

and I stay focused on those needs.

My Ebooks 24


Succinct

I don’t waffle on. Readers want to learn something, or do something. They don’t want

to READ something.

Practical examples

As an ex-technical writer, I know one of the best ways to teach something is to show it.

So I try to do that wherever I can.

No fluff

There are too many ebooks out there that contain little more than hot air. I’m proud to

say my ebooks can hold their own against anything in the market — in print or ebook

format. I’ve read Aaron Wall’s original ‘SEO Book’, and I honestly believe my ‘SEO

Secrets’ is better. It’s certainly more focused on SEO (and better written). And I’ve

seen nothing out there to rival my ‘Practical SEO Copywriting’ ebook.

No bullshit

If I don’t know it, I don’t pretend to. My ebooks are full of actual knowledge, and the

results of 8 years’ experience as a professional copywriter (7 as an SEO copywriter),

and 9 years as a technical writer in the software industry.

Also, feel free to take a look at the testimonials for SEO Secrets here, the testimonials

for Practical SEO Copywriting here, and the testimonials for the ProBlogger Scorecard

here.

http://www.seosecretsebook.com/

http://www.divinewrite.com.au/ebook/seo-copywriting-ebook/


http://www.divinewrite.com.au/ebook/problogger-scorecard-ebook/

http://www.divinewrite.com.au/ebook/problogger-scorecard-ebook/

My Ebooks 25


WHAT’S BAD ABOUT THEM I’m the first to admit my books aren’t perfect. Below is a list of the more pressing

problems on my ebooks ToDo list.

Canonical link element (SEO Secrets ebook)

SEO Secrets needs a little section on the use of the Canonical link element. This isn’t

a big deal, but for readers who work with, say, e-commerce websites, it’s a

consideration. (Ideally, they’ll be structuring their site in such a way that the canonical

link element becomes fairly unimportant, but that won’t always be the case.)

File size

All my ebooks are PDFs, and the PDFs are quite big. The Problogger Scorecard, in

particular; it’s about 6.5 MB. The other two are both about 3 MB each.

Latent Semantic Indexing (SEO Secrets ebook)

I’ve attributed Google’s semantic capabilities to Latent Semantic Indexing (LSI), when

it is more likely the result of phrase-based indexing, Probabilistic Latent Semantic

Indexing (PLSI) and/or Latent Dirichlet Allocation (LDA). Fortunately, this is a fairly

trivial matter; the important thing to note is that Google HAS a semantic capability, and

to discuss the real-life implications of this capability (as I have). In the next version of

this ebook, I’ll probably remove the labels altogether, as no-one seems able to agree

on what Information Retrieval (IR) method is really in use.

Page layout (Practical SEO Copywriting ebook)

Because quite a bit of this ebook is laid out in tables, and because the rows of these

tables vary in height, some pages have big gaps at the bottom, whereas some have no

gap at all. This can be a bit disconcerting, but it’s better than the alternative — allowing

table rows to break across pages — which causes meaning loss. Unfortunately, I’m no

designer, and I currently have no solution to this problem.

My Ebooks 26


Adobe Reader required (all ebooks)

Some of the formatting appears too complex for the Preview app on Mac. Mac users

need to download and install Adobe Reader. (It’s free, so no big deal. And after all, it’s

the same program PC users use.)



I’m by no means an internet marketing expert. I can write great sales copy and I can

write great SEO copy. I can even do SEO. But the broad field of internet marketing is

something I’m still working hard to master.

So the following isn’t intended to be a comprehensive guide to online marketing. It’s

merely some stuff I’ve learned about how best to engage and compel my audience.

PROMOTE HONESTLY &

LEVERAGE TRUST Your readers, followers and colleagues trust you. So your personal recommendation is

the most powerful promotional device you have.

But remember, the trust they have in you is worth far more than anything you’ll ever

earn selling my ebooks. Sure, I’m keen for you to makes us both squillions, but I don’t

want you to risk their trust by promoting something you don’t believe in.



It wouldn’t help me either, by the way. If you don’t believe in my ebooks, people will be

able to tell. They’ll feel it. And that will taint my ebooks, too, in their eyes.

So if you don’t actually like my ebooks, please don’t promote them. But if you DO

happen to like my ebooks, then by all means, talk them up ‘til the cows come home!

Try to keep it objective though. And believable. Talk up the bits you like, and

constructively criticize the bits you don’t (like the bad bits I discuss on p.25). The

criticism suggests you’re being honest, which makes the praise that much more

believable.

And I do mean be objective. Have a good read of the book, and as you're reading, note

down all the things you like and a few things you don't like. By including both the pros

and cons in your review, it won't seem like a sales spiel. Because it's not!

And one last thing: Consider making mention of the testimonials on my sales page.

Perhaps even quote a couple of them. Testimonials are very persuasive, for all the

word-of-mouth reasons I mentioned above.

For more information…

on conveying trustworthiness, read How to avoid ‘hype’ in your sales copy:

Pretend you’re face-to-face (one of my blog posts).

http://www.divinewrite.com.au/copywriting/avoid-hype-sales-copy-pretend-youre-facetoface/

http://www.divinewrite.com.au/copywriting/avoid-hype-sales-copy-pretend-youre-facetoface/



SOME SAMPLE

PROMOTIONAL COPY FOR

PRACTICAL SEO

COPYWRITING Feel free to use the following copy to introduce or position my ebook, Practical SEO

Copywriting. Actually, use it however suits you — or adapt it. Whatever you need.

Sample 1

When Glenn Murray first started SEO copywriting, back in 2003, he had no idea what

he was doing. None. I’ve heard him admit it.

He said there were no courses or books he could turn to. No communities, no

podcasts, no tweetups. In fact, he was one of the only copywriters, anywhere in the

world, actually focusing on search engine optimized (SEO) copy.

Now he’s one of the world’s most respected SEO copywriters, and he says his ebook,

Practical SEO Copywriting, is pretty much the sum-total of what he knows about SEO

copy. Not just the theory, but the practice. How to do it right. How to handle the

difficulties. And most importantly, how to balance the needs of Google against the

needs of your human readers.

Best of all, it’s 100% guaranteed. If you don’t like it, Glenn will refund your money, no

questions asked.



Sample 2

Practical SEO Copywriting is a practical, illustrative, helpful guide to real-life SEO

copywriting. How to do it right. How to handle the difficulties. And most importantly,

how to balance the needs of Google against the needs of your human readers.

Sample 3

'Practical SEO Copywriting' is a handy, comprehensive guide on how to balance the

needs of Google against the needs of your readers, when writing search engine

optimized (SEO) copy. It’s an ebook you’ll use every day.

Sample 4

Glenn used to be a technical writer in the software industry. For 9 years, he wrote

online help and user manuals for some of the world's most advanced software. So he

knows how to translate complex technical information into helpful plain English.

Sample 5

You’ll learn:

8 clever techniques that SEO copywriters use every single day — techniques

that will help you avoid most of the problems you’re having with your SEO

copy now

How to resolve the 15 most common conflicts between what Google wants and

what your readers want

That SEO copywriting doesn’t have to take as much time as it’s currently

taking you (or you fear it might)

And much more…

TIP: Feel free to adapt any of the copy from my sales page too.




SOME SAMPLE

PROMOTIONAL COPY FOR SEO

SECRETS

Feel free to use the following copy to introduce or position my ebook, SEO Secrets.

Actually, use it however suits you — or adapt it. Whatever you need.

Sample 1

Glenn Murray knew next to nothing about search engine optimization (SEO) when he

reached no.1 in the world for "copywriter".

But he did it, nonetheless. This book explains how.

Best of all, it’s 100% guaranteed. If you don’t like it, Glenn will refund your money, no

questions asked.

Sample 2

Glenn didn’t reach no.1 because he’s super-smart. He admits he’s not. He says there’s

nothing special about him that made his success possible. It was simply that he had a

little bit of knowledge and the motivation to put that knowledge into practice.

Sample 3

‘SEO Secrets’ is a comprehensive DIY search engine optimization (SEO) guide for

small business owners, bloggers and SMB marketers. It details a practical 10-step

process that will get you to the top of Google. It's more than tips & tricks, and more

than advice. It's a comprehensive process you can start implementing NOW.



Sample 4

Glenn used to be a technical writer in the software industry. For 9 years, he wrote

online help and user manuals for some of the world's most advanced software. So he

knows how to translate complex technical information into helpful plain English.

Sample 5

It contains:

200+ pages

Understand what SEO means

Choose your keywords

Develop your website right

WordPress blog optimization

Optimize your web content

Link baiting

Other link building methods

Monitor your progress

The future of SEO

TIP: Feel free to adapt any of the copy from my sales page too.

http://www.seosecretsebook.com/

Other resources 33


BANNER ADS Here are some professionally designed banner ads for my ebooks. You can use them

on your blog or website, and even in your email newsletters and EDMs.

SEO Secrets banners

Copywriting Scorecard for Bloggers banners

Sorry, no banners for the Practical SEO Copywriting ebook, as yet. Let me know if

you’d like some.

AFFILIATE FACEBOOK GROUP If you haven’t already, please join my affiliate Facebook group where you’ll hear all the

latest news, upcoming specials and various other tid-bits that will help you make as

much affiliate commission as possible.

http://www.seosecretsebook.com/affiliates.html

http://www.problogger.net/affiliates/


Conclusion 34


As mentioned at the start of this guide, I want to help you however I can. If you can

think of any suggestions or you need any help with promoting my ebooks, please

contact me.

Twitter: @divinewrite

Email: mailto:[email protected]

Skype: divinewrite (yep, I’m set up for voice calls)

Phone: +614 1 33 88 991

Note that I’m on Sydney time, so if I don’t answer immediately, that might be why.

I look forward to hearing from you.

Cheers.

Glenn

https://twitter.com/divinewrite

mailto:[email protected]

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