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Co-host Brad Forsythe interviews Lance Still, Executive Vice President of National Promotions for New Line Cinema.  Still has been instrumental in expanding the company’s relationships with a number of blue chip partners. She has set up recent promotions with such national brands as Anheuser-Busch, Chrysler, Quiznos, Cadbury Schweppes, and Samsung.  Founded almost 40 years ago, New Line Cinema is the most successful independent film company in the world.  In addition to the production, marketing and distribution of theatrical motion pictures, the fully-integrated studio has divisions devoted to home entertainment, television, music, theater, merchandising and an international unit.  Still is currently developing promotions for New Line’s theatrical releases of Tenacious D in the Pick of Destiny, Hairspray, Snakes on a Plane and Mimzy.

For entertaining advice join hosts, Ray Schilens and Brad Forsythe, for a lively and informative discussion.

I love my RSS reader. I have a gazillion website, blog and news feeds set up in there, and I get the latest information from all of my favorite sites. That means I can be one of the first to share it with you. And RSS Reader 1.0 has a doorbell sound effect that rings when there are new feed entries to read. So wherever I am in the house I hear it and take a look. I also get the additional bonus of six barking dogs to announce the new feed entries.

As an aside, I noticed something very interesting. Because of my RSS reader I was one of the first to cover adsenseblacklist.com, a terrific new web site that will help you screen out the cheesy AdSense ads. Because I was on it first, I popped up in the first five Google search results for this keyword for a while, which drove traffic to this site. So watch your RSS reader.

All that being said, we are beginning to see RSS used as auto update feature for websites and blogs. The first application was RSS feeds that automagically update your site with articles in your subject area from a free article site. The rationale is that this will give you fresh content that search engines will eat right up. They call it spiderfood. I call it a dumb idea. Have you read some of these articles? There's a wide disparity in quality from one to another, and I would never allow articles to be put blindly on my web site without my approval. For crying out loud...you spend hours and hours of time getting your site to a certain level of quality to build a certain level of trust with your visitors, and then you're going to allow some hack to put his content on your site without your approval, just so maybe a search engine will come a few extra times? That's just stupid.

Need more content? Turn off the football game and write some.

Seriously...if you want to use articles as supplemental content, hand pick them. Just like famous Internet marketer Wille Crawford did on his blog when he picked my article Chitika - What Went Wrong (a little humor there). I have at least 20 - 30 articles in an Outlook Folder that I'm going to post on the site as soon as a I get a chance. That's the good news - the bad news is I went through 500 or so articles to get those.

Closer to home, affiliate merchants are starting to get into datafeeds, which are sort of like file-based RSS feeds. Datafeeds provide direct access to merchant products using text files. The file contains a list of products, services, special offers, coupons or other information that you can display on your site. You then upload that information to your server and use some kind of tool or script to display the different items in that file. There are programs on CJ, LinkShare and Shareasale that have datafeeds.

While others are absolutely gaga over this, I look at it with the same jaundiced eye as the whole article thing - it all depends on your niche, the level of trust you want to maintain with your customer, and how technical you want to get.

If you have a niche that has a well-matched affiliate program, you might try a product feed. If you want to put up an occasional coupon or special offer, you can probably do it by hand rather than going through all of this mumbo jumbo.

We are starting to see products that convert merchant datafeeds to RSS, allowing you to auto-display products from affiiliate programs. Again, if you can maintain relevance across the entire affiliate line, it's a good idea. If not, you're not going to get conversion anyway, so you're wasting your time. Personally I want everything including the advertising, to have relevance to my visitors.

There's always a shortcut - in this case you're shortcutting the time and effort involved in finding relevant offers for your visitors. That may work with some sites.

If you want to know more or give it a shot, here are some resources:

1. FiveStarAffiliatePrograms - They love the idea, but I think they're plugging their own tool.

2. Smartsville has a nice synopsis. Oh...they also have a tool.

One last thing - while I was out looking for links and information, this is what someone said about using datafeeds:

Soon, I will let you know how I put this all on autopilot and never have to think about the blog again after I spend a few hours setting it up!

How do you think that blog is doing?

About the Author

Matt DeAngelis runs AffiliateBlog.com - A resource for Affiliate Marketing and Internet Marketing. Matt is the former CTO of Modem Media, a pioneer in the Internet ad space. As a foot soldier in the Internet revolution, Matt devised the technology behind many of the most successful ad campaigns of the time.

AffiliateBlog is his latest venture, and was started as a resource to help site owners and bloggers get more revenue from their sites.

I made some comments today during Steve Rubel's Gnomedex session. Steve asked, what are PR and marketing professionals doing right and wrong? What do people who blog want/need from such departments?

After much arm waving I got Steve to notice me, and I answered with three P's.

1. Permalinks: folks, this is such a simple one. Don't make your press release page be "press.php" and old news be "archive.php". Have a single, unique link for each press release, news story, product, or (*gasp*) blog post you make. This means not trying to make me figure out a crazy javascript or Flash navigation system, but simply having a clear, single link I can use to directly get to information. URL schemes like /news/2006/07/01/bigstory or /products/coolproduct/model-vw83 are some good examples.
2. Product Info: I like product info. I like permalinks to direct product info. I like tech specs, and I like easily grab-able (and even better, friendly licensed) product photos. Heck, encourage me to hotlink images from your corporate server. Include copy/paste code that includes the permalink and a caption that I can drop into any system that groks HTML. For bonus points, make a little Flash/Javascript/rotating GIF widget that I can put into a post.
3. Personality: yes, I want personality. This one is last, because a lot of corporates just can't get past legal, or want the community to bring in the personality. If you're not going to blog, perhaps upgrade your press release writer to someone with a little more human in their blood, or give me a contact that I can talk to/interview to get more of a human face to the information you're presenting.

It seems so simple. But I know how difficult this can be. Many marketing and PR departments rely on a chain of consultants, contractors, or other folks to manage their web presence somewhere down the line. PR types need to become actively vocal about the needs they have. The three P's might be a good place to start.

So, I wasn't going to write about this at all, but now Travis has, so I'm going to tell how it went down with me.

This is cool: Nokia’s going to be sending me a fancy free (not fancy-free) cell phone soon, because I have the POWER oF BLOGGING at my fingertips.

That said, me and 44 other people (or should I say 44 other people and I? The use of “other” depends on a predicate, doesn’t it?) will be getting a Nokia 6682 multimedia smart phone, fully equipped with 512 MB of memory, a stereo headset and a wireless Bluetooth Headset as well.

A company that does "buzz marketing", Matchstick.ca, had three separate people contact me via email. All of those emails were sent en-masse -- I consider it to be spam. And I happen to know at least two other people (David Crow, Roland Tanglao) that got the same email.

And, it turns out, Darrent Barefoot was spammed by Matchstick.ca, too. So, rather than go into all the sordid details, I'll just point you at his post. Hey Matchstick.ca, consider me pissed off. Oh, and Nokia? Like I said to one email:

I have been using the MSN Search service in its beta form for several months. To be 100% honest here, I started using it primarily because I work for Microsoft, but I was also very curious to see how the MSN search folks were doing. I know some of the folks working on that team and they are really pushing the Windows platform hard to make this competitive.

It took me a while of switching back and forth between the MSN search beta and Google to prove to myself that I wasn’t wasting time using MSN search.  I wasn’t. Here are my approximate, unscientific results:  about 60% of the time I find what I am looking for on either site on the first page within three searches, about 20% of the time I find it faster on MSN and about 20% of the time I find it faster on Google.  I also use the site tag (site:msdn.microsoft.com) on either search for MSDN specific searches. 

So for now, I am 85% switched to search.msn.com and my theory here is that that they are still just learning how to make search work…so MSN should be better a bit faster rate, right?   I still like the fact that it is easier to type “google” + Ctrl + Enter to get to Google (especially on other peoples machines), but now that the MSN search is the default on the “msn” + Ctrl + Enter… it is a wash.

I use them both a lot and can’t imagine trying to write code without them any more. So I am basically a convert and use http://search.msn.com most of the time.

So, without meaningless rants, what do you think is good and bad for developers about either MSN or Google search?  What can we ask them do to make our lives better? 

The 7 Mistakes That New Michigan Real Estate Investors Should Avoid in their first 5 deals:

1. Buying houses in area that they have no clue about:
You live in Chesterfield Township. You work in Sterling Heights. You just bought a junker on East Side of Detroit, which you just saw for the first time when you bought the house.

First you will kill yourself driving back and forth to the house. In two weeks you will start hating this house and yourself for buying it. Next since you have no clue about the area or the price point to buy or sell, you will probably end up buying the “wrong” house in the “bad” area to begin with.

Stick to the cities you know ‘something” about – either where you live or where you work or a city right next to them. Don’t experiement with the unknowns on your first 5 deals. Also just because you have a friend who lives in Detroit does not makes you a Detroit expert or make his opinion worthwhile anything.

2. Buying a junker that requires way too much money to fix for your first deal:
I have said it over and over again that for your first rehab deal you should draw the line at $20,000. Actually it would be better if it was $15,000 or less.

I am happy to report that best to my knowledge everybody I have told this too has ignored the advice. Typically I get emails / faxes and calls after the fact – they have bought it, are fixing it and now regretting it.

My rule is this - for your sixth deal it may be O.K. but not for your first five deals. Rehab that takes that much money also takes a whole lot longer time to complete, that means you cannot sell the house till it is done. It will also suck every single OPM you have accumulted so far which at this point is probably not too much to begin with.

Last point – I don’t care if your contractor is rubbing your shoulders as he is giving you a quoate and smiling assurances - $40,000 rehabs don’t get done in one month. You are looking at 3-4 months easy unless you are sitting in the house 9-5 by yourself managing them and working with them. Which is probably something you cannot do. The more expensive the rehab – the longer it will take to get done.

3.Buy an expensive house to sell:
That ties up with #1. For an example right now it is not a good idea to buy houses in the city of Detroit that have a high sell price. Anything over $150,000 will take longer to sell in Detroit than say some house in the $100,000 range.

Why? Because the property taxes, homeowners insurance etc make an expensive house in Detroit even more expensive than the suburbs. You will have a comparatively harder time finding a qualified buyer.

Similarly there are hundreds of “good deals” available in Oakland county in the $300,000 and above range – you don’t even have be to too smart to find them. They are everywhere. Problem with a $400,000 house is it will take one year to flip.

The money is in this business is made when you buy and also knowing what the conditions on the ground are when you go to sell. Good economy; Bad economy does not matter – the $100,000 - $125,000 house never ever goes out of style. Stay in the “safe” price range and you will be be able to buy and sell Michigan bank foreclosures without sitting on turkeys.

4. Fixing houses like it is a Home and Garden Television event:
If you live in a $360,000 home in Farmington Hills and you just bought a $100,000 ranch in Oak Park – you don’t need to remodel the Oak Park house in the image of your home. Really! Unless you have a crew from HGTV following you.

I stay away from perfection in my business and life. Perfection is a good thing – but not in rehabbing houses. You want good quality work but not at the expense of going overboard in fixing your houses or taking 5 months when it could have been done in 2 months.

Putting granite counters in a $150,000 house where a Formica counter would have done just because you want to, it is a dumb idea and most likely to cost you money that you cannot afford to blow up when you are new to the game of buying and selling Michigan bank foreclosures.

5.Not giving yourself enough time to sell:
It is easy to sit and whine about a house not selling. Much more harder it is to admit that you have done absolutely nothing so far to sell it. There is a checklist in the Inner Circle members area for things you can do to sell your house. If you are a member, download it, print it and tape it to a wall on top of your computer.

If you are want the biggest mistake that pretty much everybody makes is to wait for the house to finish up renovation to start the selling the house. You just wasted 60 days for nothing. Whether it is running an ad or contacting loan officers – it has to be done way before the house is finished.

A smarter way to handle sellling houses is to make your business partner or significant other involved and 100% responsible for selling the house. So you can concentrate on findinding, financing and fixing – they are focused on flipping. If you are by yourself then use robots (AVS, websites, hotlines etc) to replace manual labor on your part to sell the house.

6. Doing Random Marketing to sell your foreclosure:
Whether you are running ads to sell houses or attract leads – they have to run consistently. For some reason everybody I talk to runs an ad for a week. Stop. Wait two more weeks. Run an ad again. Stop again. This is not the way a business is run.

First of all you never want to call in and run an ad randomly. It is too expensive. I have said again and again to sign a contract with a newspaper for at least 13 weeks to get the best possible rates. Putting color or running a bigger ad all sounds good but I rather have a consistent black & white ad, boring but running over and over again.

7. Being Distracted By Other “Stuff”:
If you are working on an REO deal well that is all you should be thinking about all day long. Not about getting private money, not about Short Sales, not about Apartment Complexes, not about wholesaling.

Your whole business plan at this time should be – fix this house and sell this house. And that is all you need to know about real estate investing in Michigan at this point. The Short Sale, lease option, apartment complex, etc does not go away. It will all be here tomorrow and the day after tomorrow.

You need to sell the deal you have and get your first check. That is all you should be thinking. Same way if you are working on a Short Sale deal – well that is all you need to be doing. One deal and one check sounds much better than 4 deals and no check. This is yet another piece of advice that nobody wants to hear.

Listen up – you can hibernate in a cave for 60 days up North – come back and there will still be foreclosures / apartment complexes / short sales / lease options / REO’s / OPM – available for you. It never goes away. One a side note it also does not matter if you sit on the sidelines or do a deal. Your desire / ambition / intent to do something is really irrelevant because somebody else always acts upon theirs.

What you really really need to know and remember:
Almost everybody puts way too much effort in buying and fixing and practically none in selling the house. Actually it should be other way around. Tons of deals available. Don’t buy houses that require too much time to fix. Wait till the right deal comes around if you have to. Wait 30 days if you have to. But follow the above 7 rules and you will sleep better and happier.

Put the effort, the thoughts and the money toward selling the house. Espeically if it is your first deal. Get the check. Don’t look at another house. Don’t try to get private money. Don’t try to build an investor network. Don’t try to do a Deal Finder business. Don’t try to look at apartment complexes. Don’t try to write a blog.

Sell. Sell. Sell your first deal. Get your first check.

Everything else is unimportant.

Disclaimer: This post is about (gulp!) the Internet. If even the idea of putting up a real estate website for lease options leads makes you sleepless then wait for the next post on Hotlines etc that don’t require you to even have a computer. :-)

How to use the Internet to attract buyers for your Lease Options:

There is a pretty big section in most newspapers, week after week, called Rent To Own in the Real Estate Section. Some newspapers call the section Lease Option also.

You will also see ads targeting to prospects with bad credit saying something to the effect that if you have been turned down by the mortgage companies – call us to get the home of your dream.

As a side note I am not a big fan of Land Contracts in Michigan. The foreclosure process that is required to kick out a non-paying Land Contract buyer who bought your home and then defaulted is long and governed by the same laws in Michigan that govern a bank foreclosures.

Although in certain circumstances (property being vacant) you can accelerate the eviction and some astute investors who play in the Land Contract world have told me that they add a eviction clause in their custom made Land Contracts – I have yet to see one contract in reality.

So some of the companies in Michigan who advertise and focus especially on bad credit / home ownership themes might be selling a 12 / 18 month Land Contract deal which gets the seller cashed out at a later date via a refinance. So keep that in mind when you are reading these ads.

Rent To Own Ads are pretty much 100% Lease Option ads and it is a good idea to check them out in your local newspaper before you do anything so to get a feel of the marketing.

Very very few real estate investors use the Internet to market their lease options which if you choose to do so does gives you a pretty good advantage over your competition in your local city. This is how it works:

1. Run advertisements consistently (more on classified ads later) in your local newspaper. I said “local” and “consistently” – two very important and precious words to keep in mind. Also you want to run these ads EVEN when you have NO house at the moment to Lease Option (more on that strategy later also).

2. Direct your prospects to your website.

3. Your website has pictures (lots of them), virtual tour if you want to really blow them away, description of the house with the list of all the upgrades you have done, any promotion you are running (free appliances, gift gas card etc), lease details such as monthly payments, Option number and finally the most important thing of all….

4. An invitation to join your Lease Option Buyer List. So lets say 10 people come to your website as a result of an ad that you ran in your local newspaper.

Well technically you can only sell your 1 home to one out of 10 but the other 9 are still in the market to buy something. May be they don’t like “that” house but who is to say that will not like the second house that you put up next month.

Entice them and ask them to join your Hot Lease Option Upcoming Houses Notification List so they get priority notification even before the house hits the classified section.

Sort of a Pocket Listing Invitation if you want to use the REO slang.

Understand that this strategy is advanced and mostly not used by anybody. Everybody wants to wait till they have a house or worse when the house is done.

The term you need to remember in real estate is Build To Suit – if you doing this, week in, week out your market will tell you what kind of houses you should be looking for.

This is the beauty of having a website and use it for more to tell you what the market wants in your local Michigan city instead of thinking about your website as something to sell that ONE house that you have right now.

I know it might sound hard to believe at first try but really most investors get so tied up in “doing” that deal that they have burning a hole in their head that they forget to build a business.

Nothing personal – just a fact of life. All entrepreneurs go through it. I did too in the beginning.

5. These are some of the things that you should be asking at your site from your site visitors – name, email, number of bedrooms in the house they want to get, basement preference, brick or frame, garage preference, city preference, if you are operating in a city which is comparatively big – it would help to ask a more specific question for example if you see Detroit ads they will mention something like East Side or West Side preference.

Where can you advertise on the Internet to get leads?

1. Detroit Craig’s List; at http://detroit.craigslist.org Free

2. Google Base: http://base.google.com Free

3. Google / Yahoo will be a pain the rear to do and get some leads because you are competing against everybody and their mother selling a $20 book on how to do lease options. Very hard to do Pay Per Click ads and get some leads out of there – not to mention expensive.

4. The thing that I am watching closely is the evolution of Google Local ads that will let you target and run really local ads on Google, which will be really effective for our kind of business.

5. For Sale By Owner sites: cheap prices for the most basic packages. Owners.com is a good example. The whole idea is to get people come to your Lease Option website.

6. EBay – will cost money to run - $150 at least. Plus my feelings about EBay are that it is more suited toward building an Investor List than attracting local homebuyers.

Where can you advertise offline to get Lease Option leads?

I am very old fashioned when it comes to real estate leads. May be the reasons that the damm $26 ads have made me so much money. Real estate is a Local game.

Seriously doubt that a guy in L.A. is thinking about buying a 3 bedroom in Redford. But there are renters in Redford with kids in Redford schools and mom & dad working in Dearborn and Sterling Heights.

They are reading the Sunday’s Free Press and Redford Observer – may be a small percentage looks on the net – may be it is a big percentage; there is a no hard data available anywhere that can pinpoint where most of the people are looking for Lease Option deals.

But I would suggest to you that do both – with 1-2 Knockout punch:

Punch #1: Use the free resources – Google Base; Detroit Craig’s List initially till you close on some deals, put some new money in your business checking account and then think about spending some money on the Internet. Since both of the above are free (at least for the time of writing this)

Punch #2: Spend you money where it will get you the biggest Return on your Advertising Dollars – your local newspapers. In the above example – run small ads driving people to your website in BOTH newspapers – Detroit News and Redford Observer – I repeat run ads in not one but both newspapers.

Sometime I get emailed about the cost of running these ads – well I worry about what comes back to my bank account and not too much on what I have to spend.

As long as coming in number is bigger than going out number – all is good. You can charge the advertising on your business credit card and pay it once the house is Lease Optioned off.

Or you can close one deal and take $500 off right from the top to spend it on advertising on your next deal. The real big mind shift that most entrepreneurs never make is not to think of advertising / marketing as an expense but as investment to build their business.

There are 2 big things in my business I spend money like it is going out of style – my education and my advertising. As long as I feed these two dragons, all is good in Planet Ijlal.

Website Domain Name Tips:

Spend some time thinking of a good and short domain name for your website. Rule of thumb is that keep it within 21 characters with the dot COM thing so it fit in one line.

Newspapers classified sections have a notorious tendency to break down the name in 2 lines if it is long and put a hyphen in the middle. I don’t have to tell you that that becomes a different name.

I had this experience personally one time when my ForeclosureTour.com ad became Foreclosure-Tour.com in two lines. Suffice to say that I did not get any leads that week.

So keep it within 20-21 characters and you will be in the limit. Also you don’t have to use www moniker anymore. I don’t use it anymore. www.MarkIjlal.com or MarkIjlal.com work the same way.

Also I hate long winded domain names – abcpropertyinvestmentsgroup.com is a great tribute to your LLC’s name but come on…. One of my coaching group member Lou Provanzano got a cool name recently for his Detroit deal – www.DetroitOnTheMove.com which gets full marks for originality and sounding good when you say it, print it and leave it on your voice mail.

And yes I am guilty of having long names in the past too – some of them are so crappy that I am actually embarrassed to share them here.

But the point is you want to have a good name; should spend some time on it, make a list of 10-20 names; ask your significant other, if you are in my coaching group, email me the names before you blow the insignificant amount of money needed to reserve them via Godaddy.com. Get a second opinion. This is how the world will see and your business. It is worth spending some time on.

How to get your Lease Option Website Designed:

This is the part where most will hesitate because they are still thinking big dollars when it comes to websites. In 2006, websites are so cheap that there is no excuse left for not to have one.

Where can you get a decent site made?

1. Do you have kids? Do you have neighbors who have kids? Do you have nieces, nephews, and little cousins? Know anybody who goes to a high school??? Every High School in America has a clique of geeks who can design a better-looking site than most web design firms out there.

I have personally hired 16 year olds – one time even flew one from Denver, CO to Michigan to work for two weeks on a business that I used to have. I had one 18 year old actually move to metro Detroit from U.P. to work on a project.

These kids were smarter, harder working and had a better work ethic than most grown ups I have worked with in the last 10 years. They get it. And they love doing this stuff and putting it for the world to see it.

I met an 18-year-old two years ago who was designing websites for Detroit Hip Hop acts – his sites could go heads up with a $50,000 site – he was doing this for $10 per hour.

Ask anybody who is going to high school and is between 14-18 in your life. They know a geek who can whip up a world class website for you in 7 days for probably pennies.

2. You can always go the outsourcing route and use a website a www.elance.com or www.rentacoder.com which will let you post up for free what you are looking for; bunch of companies (most of them in India / China and Eastern Europe) will put up competitive bids. They all have reviews on the previous work they have done; read them and give one the site to do.

If you are totally lazy and don’t want to do anything at all – then spend couple of hours trolling Google and Yahoo and find a website on lease options that you like and then tell whomever is doing your site to make your site look like them.

And for crying out aloud don’t copy blatantly but use it for inspiration and ideas. Most people like me use a copyright protection service that trolls the web looking for lift offs.

When we find somebody cutting and pasting our stuff – we get him or her shut down. I did that to bunch of bogs already that were just copying and pasting my content on their sites.

Next Part 5: How to figure out your Cashflow Payments, Exit Strategies that nobody wants to hear about but they sure do work, the absentee owner thing.