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Crucial Info On Naming Your Products

Memo From: Marlon Sanders
Re: June 9 Articles By Marlon

The article in this issue is good.

“What I’ve Learned About Naming Your Product Or Service — and
How One Wrong Word In A Title Cost Me My First Copywriting Job”

I analyze the names of 4 of my products and this ezine.  I tell
you why I think they are good or bad names.

The name you choose for your products, offers, services, ezines,
ebooks and memberships is critical.

I lost my first copywriting job because of ONE WORD in the title
of the company’s membership site.  Yeah, it’s a true story.  Read
it below.

Best wishes,

Marlon Sanders

Articles By Marlon
Electronic Newsletter
June 9, 2007

This issue contains:

A. Announcements from Marlon

B. Main Article: “What I’ve Learned About Naming Your Product
Or Service — and How One Wrong Word In A Title Cost Me My
First Copywriting Job”

C. Services You Can Use

D. Tips of the week

Brought to you by: Marlon Sanders – Publisher

Warning: The special bonus on “How to Create A Cover For
Your Digital Magazine” ends next week:

The bonus has a number of screen caps, so it’s easy to
follow.  I think just knowing how to do what’s in the
tutorial is worth 59 bucks.

A. “Announcements from Marlon”

One: MILCERS.  I’m 2 issues behind on Milcers.  Matt is out
of town and Lisa is sick!  So, I think I’m gonna upload a
down-and-dirty version for you guys and gals until Matt
is back from vacation.

Two: Milcers GOLD conference call.  I’m going to do a
conference call for GOLD Milcers next week.  I’ll send
out an email shortly. You can also post in the FORUM
this weekend.  I’ll respond on Monday or Tuesday.

Three: Resellers — You STILL have time to win one of our
prizes in the latest contest.

I realize it says May.  That’s ’cause the contest started
in May.

Four: How To Potentially Go From $50,000 to $500,000
Small Group Gathering — Hang tight.  I won’t get a promo
out to you until Matt is back.  I got 50 apps and 12 spots.

B. “What I’ve Learned About Naming Your Product Or Service
— and How One Wrong Word In A Title Cost Me My First
Copywriting Job”
By Marlon Sanders

The name you give your product or service is crucial.

My first copy writing job was at a company that went bankrupt
because they called their private membership club the
“Millionaire’s Circle”.

Three states in the U.S. said the name WAS an income claim,
in and of itself.  That’s right, just having that ONE word
in a product title put the company under.

After bankrupting the company fighting 3 attorney generals,
they changed the name to the “winners circle” instead of
the “Millionaire’s Circle.”  But that little naming mistake
put the company under and caused me to lose my first
copy writing job.

A lot of people wonder if I’m just a sour puss for making a
big deal over the proliferation of blatant income claims.  There
IS a reason for it.

If you’re in UK, Australia, or Canada, I bet there are similar
precedents in your country you should be aware of.

But naming goes much deeper than just not using “potty words.”

Let me illustrate the vital importance of the name you choose
with several of the names I’ve given products.

1.  The “Cash Like Clockwork” system.

That’s a great name.

The only reason I don’t use the name more is that I really
hate to use things that have too blatant of a money appeal
in them.

The good things about the name are that it conveys a
benefit.  Your product name should usually have a benefit
in it.  The other good thing is that it isn’t too generic.
It implies a brand.  Plus, it lends itself to a visual —

So, overall, it’s a great name.  I would be more comfortable
with “Sales Like Clockwork” than I would “Cash.”  Thing is,
people like names with two letters that are the same.

Think of Coca-Cola as an example.  You’ll also find a lot
of celebrities with names that follow the same pattern.
Marilyn Monroe, Alan Alda and many others.

Marketing With Marlon came out #1 on our name survey.  Part
of the reason for that is the two use of the two M’s.

2.  “The Amazing Formula”

It isn’t as good a name as “Cash Like Clockwork.”  And the reason
I say that is there isn’t a clear benefit in it unless you add
the rest of the name “….That Sells Products Like Crazy.”  But
now, you have a really LONG name.

The positive is that the word “Formula” still hasn’t made the
rounds nearly as much as the word “System.”  Overall, the title
has worked well.  But if I did it over, I’d try to get a benefit
in the core title.

3.  “Milcers”

Milcers has a problem.  It’s a coined name that is hard to
pronounce.  Most people called it Milsers instead of MILKERS.
Plus, I thought the idea of “milk your cash cow” was obvious
but implied.

To me, “Marlon’s Internet Lifestyle Club” explained the
benefit. But to many others, they didn’t like the word

Thing is, my style is to NOT put money directly in the title of
a  product.  One reason is you risk Paypal feeling that you
went over the line. I don’t like my titles to seem too
“bizopy” (short for “like a business opportunity”).

One of the first laws of online business is:

“Protect your merchant processing at all costs.”

Without it, you don’t have a business.  I’m going to rename
Milcers.  I’ll keep what I feel is good in the concept.
But add a new angle or twist.

4.  “The Marketing Diary”

The name is too generic to be honest.  But I liked the word Diary.
And I chose the word “marketing” over some name that more
directly implied money.

At least I should have come up with a “D”-word to use in place of
“Marketing.”  The name would have been better.

The main problem with the name is, “What’s the benefit to the buyer?”
Who cares if they buy a diary about marketing?  See, there’s no

That’s a problem.

5.  “Articles By Marlon”

The title I’ve been using for my ezine is “Articles By Marlon” or
“The Sell Products Like Crazy Ezine.”  I’m going to move to a NEW
title. It’s a secret right now, because I want to create a blog to
match.  The problem with the existing title is, “what’s the benefit?”
Is there REALLY a benefit to getting another article by email?

The only benefit that the article is “By Marlon” is that it isn’t
“By” someone else.  That doesn’t quite cut it in this age of noise.

Tips On Naming Your Products,
Ezines, and Memberships

The biggest problem with names is finding a DOMAIN.  It
seems like most of the good, short ones are taken.  I tried
like crazy to find a nice, short domain for the renaming
of Milcers and got nowhere with that search.

I had the same problem with my blog.  I’ll probably end of
using “” or something like that.  The blog
isn’t up yet, so don’t go there.

The reason short names are good is that they’re easier for
people to spell. The chances people will type a long domain
without a typo aren’t good.

You may have seen the article in Inc. magazine about the
guy who is registering thousands of domains that end in
.cm instead of .com to get the typo traffic.

It costs something like $600 to register a .cm name.  But he
made a deal directly with the country (Cameroon or something
like that).  Point is, a lot of people can’t even type .com
without making a mistake!

Normally, your product name should have a benefit in it.
However, web sites do well with coined names.  Think Google,
Yahoo and others.  Short and memorable. But good luck finding a
name like that in today’s environment.

MSN isn’t a particularly good name.  Do NOT use just 3 letters like
that.  People can’t remember them unless you have the marketing
budget of Microsoft.  In which case, do whatever you feel like.

Oh, if you wanna learn more about naming, I recommend the book
“Positioning” by Trout and Ries.  It’s a classic.

Marlon Sanders is the author of “The Amazing Formula That
Sells Products Like Crazy.” If you’d like to get on his
mailing list and receive tips, articles and information
about online marketing, visit:


REPRINT RIGHTS: You have permission to use the above
article without omission and including the resource box.
You have the right to insert your reseller URL for
“Amazing Formula” in place of the existing URL>

C. “Services You Can Use”

YOUR OWN PRODUCT In 72 HOURS? Actually, originally the title
was “How to Create Your Own Products In Two Hours.”  But I’ll
be generous and say it takes 72 hours.

NEED A SALES LETTER? Let Marlon reveal the step-by-step
formula that has become the de facto standard for sales
letters on the Internet. Before all the other courses,
there was ONE that revealed my test, proven 12-step
formula that got Marlon up to $10,000 a letter as a
freelance copywriter. You’ve read the gist of it in
“Amazing Formula.” Now, get his complete MASTER KSL

D. “Tips Of The Week”

1.  I’m much more productive since I bought my latest
computer.  If you’re hesitating because you love your old
box but it’s slow ’cause you have so much junk on it, take
the plunge and update.

2.  Buy an external “firewire” backup drive and use it.

3.  My knew box has Vista.  I’m not crazy about it.  It’s a
tad buggy. And personally, I like the old XP interface.  Thing
is, if you buy a new box, you have no choice but to get Vista on

4.  I bought a HP Color LaserJet 2605dn.  I’m happy with the
performance so far.  It appears to be a workhorse and the color
cartridges are fairly priced.
“ArticlesByMarlon” is copyright 2007, Higher Response
Marketing Inc. All rights reserved.

Visit us on the web at for
more information on how you can sell products and services
like crazy on and off the net.


May the road rise to meet you. May the wind always be at your
back. The sun shine warm upon your face. The rain fall
soft upon your fields.  And until we meet again, may God
hold you in the hollow of his hands.

— an irish blessing

Marketing Minute With Marlon



Memo From: Marlon Sanders
Re: Sat. Marketing Minute


I’m in at the Hasting’s coffee shop and bookstore in Kerrville,
Texas typing this on my laptop.

I have big hands for a small keyboard, so if there are typos,
I apologize.

Well, my knee is doing better.  I actually have it bent right now.
That’s good!


1.  Next Milcer’s issue will be double sized.  I’m behind as usual.

2.  I still owe an interview with Mike Filsaime to our Affiliate
Dashboard 6-week folks.

3. Our blog header survey was fascinating.  You may recall it from
3 or 4 weeks ago.  A whole bunch ‘o you guys ‘n gals liked me in
a 3-piece suit.  I DO wear it at seminars.  But make no mistake..
at home or when I visit the office, I’m doing good to have a jacket on.

But you know what?  If you all like suits, I’ll be happy to give
ya suits!  Up to you.

4.  The survey we did last week was interesting also.

You told me you have a high interest in learning to get traffic.
OK.  Nothing new there.  But you had a LOW interest in learning
to operate your own affiliate program.

THAT is the fly in the ointment!  What is the best way to
advertise your product?  Word of mouth, right? Referrals, right?
All an affiliate program does is accelerate what happens in

What better way to get traffic than to NOT have to pay upfront
for it?  Now, in my Affiliate Dashboard class,someone asked if
you can get traffic via an affiliate program if you don’t have
an Internet marketing product?

HUGE MYTH that affiliate programs only work for IM’ers.  HUGE!
I don’t have time to peck out the secret today.  But all you
gotta do is give people a PDF they wanna pass on to their
friends.  And stick your affiliate ID in it.

Piece ‘o cake, baby!

You’ve GOTTA have an affiliate program with the “right” tools, the
“right” promotion and all this. I laid out my system in the
Affiliate Dashboard 6-week class.

One of those vital tools are banners.  You can easily outsource
banners.  Another is articles.  You should be doing those anyway.
Another is PDF reports.  If you don’t know how to compile viral
PDF’s, that’s something you need to learn.

It is SO easy to create PDF’s today.  Many neat tools.

Of course, you need software.  I recommend most people get started

Snag the 30-day trial.

However, Mike’s Butterfly Marketing, JV Manager Pro and others
should be considered if you’re NOT a newbie, you’re well-funded or
you have access to technical skills to do custom programming.

You also have to innovate.

In our affiliate program:

1.  I have more and better promo TOOLS than anyone else in the
IM market.  If you don’t believe me, COUNT the tools.  And I got
a fresh batch of new tools coming soon.  Even better than the
existing ones.

2.  I JUST innovated the “roll your own bonus” system that allows
you to double your email response by offering a 72-hour deadline
with a bonus I provide.

3.  We were the FIRST in the IM market to my knowledge to offer
contests for our affiliates.  We got a nice contest running right
now where ANYONE can win any of the prizes.

4.  We were one of the FIRST in the Internet marketing arena to
PAY DAILY.  I’m not saying we were “the” first.  But we were one
of the first.

You need an OFFER to your affiliates.  My offer is:

* Tools
* Roll your own bonus
* Contests
* Daily pay

You can INNOVATE or create your own offer.  There are no rules
other than the law.

The other thing I’ll say about traffic is you start with ONE
method.  Get it going really great.  Implement systems.  Then
you go to the next and the next.  But you start with ONE.

If you’re broke, start with article marketing.  But do NOT stay
there long. Move ON to setting up your affiliate program asap.
Then turn EVERY buyers into an affiliate.

Finally, I’m happy to report a good number of you are interested
in a “How to go from $50,000 to $500,000” program.  More details
to come.  At 5 g’s,it isn’t cheapo.  But really, if I do it again,
I think I’ll raise the price to $7500 or $10,000 .  Yanik just
finished a seminar for $10,000.

The thing is, you run into obstacles like, “How do I find the
NEXT hot product?”  How do I find virtual assistants?  Do I hire
in house or outsource?  How do I expand hosting correctly with
costing myself a fortune?”

There’s really a lot to know that you only gain from having done

Best wishes,


Affiliate program secrets


The good news is I can actually climb the stairs now. The
knee IS getting better.

I had these big ‘ol nasty bandages with huge round blood
spots on them. I thought I had these gigantic holes poked
in my knee.

When the doc took them off, guess what?

You could BARELY see the incisions! Yeah, no joke. Amazing.

Which is why I’m THRILLED I had an expert do my knee
surgery. The doc studies and learns everything (hopefully)
about doing knee surgery!

Now, there’s a marketing lesson here that is really,
really important to understand…

You can’t know it all!

There is simply too much information being dispensed at
too fast a rate. I don’t even think I can keep up with it
all anymore, and about all I do is read.

Seriously. The pace of information being released into the
market is crazy.

So you got something you wanna promote or sell. How do you
do it?

You need a formula. One that is focused enough you don’t
gotta learn everything about all the latest whizbang
methods to succeed.

My formula ( is simple:

1. Target a group of people

2. Come up with 12 product ideas
3. Do your survey
4. Write your sales letter or promo
5. Get traffic via an affiliate program

That’s my model. It’s not flawless. Writing sales letters
is good to a point. But if you’re selling big tickets, you
need to use teleseminars, phone selling or other methods.

Sales letters are good up to a $1,000 product. Over that,
you probably need to add additional elements. But until
you have a base of products going up to a grand, it’s a
great model. After that, you have to layer in new BERC
(Back End Repeat Cycle) factors, as discussed in Amazing

In terms of traffic, search engine optimization,
pay-per-click and buying traffic all work. But in many, if
not most, markets affiliate programs still rock.

The people who were lucky enough to get in on my elite
6-week coaching program for the Affiliate Dashboard found
out the following:

1. You pay AFTER the sale, not upfront as you do with

2. You aren’t at the mercy of the latest Google update.

3. There’s not a big learning curve for starting your own
affiliate program. It depends more on your willingness to
network, make friends, build relationships and create

4. The software to start up your affiliate program is
relatively inexpensive. You can get started for $30.00 a
month. Or you can buy off-the-shelf programs for $300 or

5. Affiliate programs work in most all markets. The MYTH
is that they only work in Internet marketing arenas.
That’s false. It’s something I discussed in our 6-week
teleconference series on setting up your own affiliate

6. Your path to growth is clear. If you need more cashola,
recruit more affiliates. It isn’t exactly rocket science.

7. The game changes LESS than pay-per-clicks or organic
search engine optimization. That means you don’t have to
work as hard to stay up-to-date on the latest methods.

I’m NOT saying the affiliate game doesn’t or hasn’t
changed. In a hyper-competitive arena like Internet
marketing, it sure has.

But in niches, you should have room to roam.

8. You can have your own affiliate program up and running
in literally an hour.

9. Off-the-shelf software like
supports operating your own affiliate program.

The downside of affiliate programs is you will likely
fight “mass consciousness.” That means in forums, you will
NOT hear most people discussing them.

Most people will be talking about the latest flavor of the
month for traffic. Affiliate programs are NOT hot, new and
sexy. So you may feel lonely in your favorite forum of
choice because you won’t be getting a lot of social
support from others.

10. At the end of the day, if you look at how “gurus”
really get their traffic, it IS affiliate programs and the
derivative of joint ventures. THAT is the “big secret” of
why they have more traffic than you.

11. Affiliate programs won’t “get broken” or get outdated
tomorrow. They’re basically here to stay. It’s not a
perfect road. There are problems, legal issues and such
that creep up along the way as there is with ANY method.

12. With even the most basic use of the Design Dashboard,
(, you can create a nice
assortment of banners and other promo tools for your
affiliates.  Or, you can hire this out relatively

The disadvantage is that affiliate traffic is less instant
than pay-per-click, although ppc traffic usually requires
time to make profitable.

That isn’t to say you shouldn’t do ppc or organic seo. The
problem is one of time, energy and focus.

There is too much information and too many changes to be
able to be an expert at affiliate programs PLUS ppc PLUS
organic seo PLUS article marketing PLUS whatever else.

Each method requires software, expenses, learning curves,
updates and all that.

Write it down. Marlon Sanders told you the best
bread-and-butter method of traffic is affiliate programs.

If you wanna do ppc or organic seo, my recommendation is
to outsource it. I’m headed in that direction myself as I
realize someone else can make my ppc program a LOT more
profitable than I can.

Best wishes,

Marlon Sanders

P.S. If you need support of any sort from us, Matt and Tim
are off on Monday due to the U.S. holiday. Support will be
back online on Tuesday.