Lam It Hon Kiem Nhieu Tien Hon

Li cm n
Lm
T hn,
kim NHIU tin hn
LM T HN, KIM NHIU TIN HN
Chng ti lun mong mun nhn c nhng kin ng gp ca qu v c gi

sch ngy cng hon thin hn.
Gp v sch, lin h v bn tho v bn dch: publication@alphabooks.vn
Lin h v dch v bn quyn: copyright@alphabooks.vn
DO LESS WORK, MAKE MORE MONEY

Copyright 2012, Leon Jay
All rights reserved.
Bn quyn ting Vit 2012 Phm Th Phng Mai
Thit k ba: Nguyn V Thin Thanh
Bin tp vin Alpha Books: Bi Thu H
Khng phn no trong xut bn phm ny c php sao chp
hay pht hnh di bt k hnh thc hoc phng tin no
m khng c s cho php trc bng vn bn ca Cng ty Sch Alpha.
Li cm n
P HM T H P HNG M AI L EON J AY
T hn,
kim NHIU tin hn
Lm
NH XUT BN LAO NG X HI
3
Xin dnh tng cun sch ny cho bt k ai quyt nh tham gia n cng
tr chi mang tn Cuc sng. Cuc sng c l l cuc chi l th nht,

nhng a s mi ngi li e s n. Bt k bn chn lut chi no i chng
na, hy chi vi mc ch v am m...
Leon Jay
Li cm n
Mc lc
Li cm n.........................................................................................................................................7
ng Tc Gi..................................................................................................................................10
Cm nhn ........................................................................................................................................13
Chng 1. Ti Sao Bn Nn c Cun Sch Ny?................................................... 17
Chng 2. Tht Bi L Bc u Dn n Thnh Cng.....................................35
Chng 3. Tm Nhn Xa Gip Bn Kim Tin Nhiu Hn ................................ 42
Chng 4. Yu T Ct Li Ca Kinh Doanh Trc Tuyn.....................................56
Chng 5. am M Hay Li Nhun?..............................................................................66
Chng 6. Thnh Cng Ti Chnh Ph Thuc Vo i Nhm......................... 76
Chng 7. Tip Th n Trc Khi Sn Phm c To Ra
(Khng Phi Sau) ...............................................................................................99
Chng 8. To Ra Sn Phm ............................................................................................. 112
Chng 9. My Ch, Bo Mt v Cng Thanh Ton:
Nhng Yu T C Bn Cn Thit Nht ............................................... 153
Chng 10. Ngh Thut Tm L Ca Quy Trnh Bn Hng............................166
Chng 11. Ngh Thut Email Marketing.................................................................. 195
Chng 12. Ngh Thut Vit Qung Co Vt Trn C Ngn T............220
Chng 13. Thit K Cc Yu T Gia Tng
T L Thu Ht Khch Hng..................................................................... 238
Chng 14. Chin Lc Marketing Tt Gip Loi B

Yu Cu Bn Hng (24 B Mt Nng Cao
Gip Gia Tng T L Thu Ht Khch Hng)....................................247
Chng 15. Lu Lng Truy Cp: Nhn T Quyt nh
S Thnh Bi Ca Kinh Doanh Trc Tuyn .................................. 264
Chng 16. Tuyn dng v Qun l Cng Tc Vin............................................. 313
Chng 17. H Tr Khch Hng...................................................................................... 333
Chng 18. Th Nghim V Theo Di......................................................................... 345
Chng 19. S Tht ng Ngc Nhin V Thnh Cng
V To Nn Mt Cng Vic Kinh Doanh Bn Vng.................. 352
Chng c Bit ................................................................................................................... 369
1 thng s dng min ph ti khon FusionHQ...................................................... 371
Li nhn xt ................................................................................................................................372
Cc Ti Nguyn Thnh Cng ............................................................................................375
Li cm n
Li cm n
Ti mun m u bng li cm n chn thnh n tt c nhng
ngi gip ti trong sut cuc hnh trnh, c bit l nhm
FusionHQ.
Pin l ngi i u trong vic pht trin phn mm, Paul v Chor
tri qua nhiu m thc trng chnh sa m code chng ti c th
sn sng ng theo k hoch. V Panisa, ngi lun kin nhn vi
nhng phn hi khng ngt ca ti lin quan n phn ha.
Ben Brandes ngi qun l cng tc vin xng ng nhn huy
chng c bit cho nhng n lc th nghim vt xa tm phm vi
trch nhim ca mnh. Kristina, c bn gi ng yu ca anh y,
khng ch kin nhn vi nhng lc chng ti lm vic in cung,
m cn gip chng ti rt nhiu.
Cn nhiu ngi na FusionHQ, tt c u rt quan trng.
Ti mun dnh li cm n c bit n Mark Joyner. Anh y khng
ch dy ti nhng iu nn lm, m c l quan trng hn l nhng
vic khng nn lm. Cm n Mark v nhn ra nhng tim nng
trong ti.
Mt li cm n su sc khc xin c gi n Gideon Shalwick v
nhng h tr, gip khng ngng v nhng phn hi chn thnh.
Gideon l mt trong s t chin binh Internet m ti gp vn gi
c tnh chnh trc trc mi cm d tin ti. Qu tht khng c
7
nhiu ngi c kh nng dung ha c gia kinh doanh v o c

nh th.
Cm n Mara Dower v tnh bn, v chu ng s cu ton ca ti,
v c bit v bin tp cun sch ny. (Ti bit rng c gi s
trn trng nhng n lc ca c, nhng c th khng hiu trn vn
c c y vt v n th no).
y l cun sch u tin nn ti mun cp n cha m mnh.
Xin cm n v dy con dm ngh khc i mt k nng cn thit
gip con vt qua nhng thng trm ca cuc sng.
V cui cng l v ti Catherine v con gi Aleshya. Tht s ti
khng th i hi nhiu hn s thu hiu hay ng h m h dnh
cho mnh. Nhng ngy lm vic mit mi vi FusionHQ v c cun
sch ny buc ti phi hy sinh kh nhiu thi gian cho gia nh.
Nhng c hai khng ch thng cm, ng vin m cn lm mi vic
gip mong c ca ti thnh hin thc.
Ti mun nhc n nhiu ngi na trong trang sch ny. Hy tin
rng d tn bn c xut hin y hay khng, ti cng mun gi
n bn li cm n chn thnh nht...
LEON JAY
ng tc gi
V tc gi: Leon Jay

Leon Jay n vi Internet Marketing
mt cch tnh c, nhng mt khc
cng do s cn thit.
tng tri qua rt nhiu ngnh
ngh khc nhau (nh tr liu cho
nhng ngi c vn v tm l, bc
d hng ha nh kho v thm ch
tng l mt ngi i o m thu) nhng Leo Jay c ch nht bi nhng
ng gp ca anh trong lnh vc tr liu t nhin.
Tuy nhin, khng ngnh ngh no k trn c th tha mn nim am m du
lch ca anh y. Internet mang n c hi cho php kt hp nhng k nng
v s thch gip anh t c cuc sng nh mun m anh tm kim
trong mt thi gian di.
Leon Jay cng tng m nhn vai tr Gim c Marketing ca Mark
Joyner Inc. (c mnh danh l ng trm ca Internet Marketing), h tr
cho vic tung sn phm WP Mage (vi li nhun t c trn 1.5 triu la
M trong vng cha n 2 tun), ng thi to ra v u cho nhiu sn
phm online khc.
Leon Jay c mi pht biu ti cc s kin marketing trn khp th gii v
gip rt nhiu ngi kinh doanh thnh cng trn internet.
Leon l ngi sng lp nn www.FusionHQ.com, mt nn tng marketing
mang tnh cch mng c xy dng nhm mc ch xa b nhng vn hc
ba lin quan n k thut. Mc tiu ln nht ca anh y l lm th no vic
kinh doanh trn internet tr nn d dng v d tip cn nht n mc c th.
FusionHQ thc hin iu thnh cng v tip tc gip cho vic
kinh doanh trc tuyn ngy cng tr nn n gin v hiu qu hn bao
gi ht.
9
ng Tc Gi
Ti l Phm Th Phng Mai, n t
thnh ph bin xinh p Vng Tu. Hin
nay ti ang l Gim c i din ca
FusionHQ ti Vit Nam.
Ti n vi Internet Marketing v quyt
nh chuyn t Kinh Doanh Truyn Thng
sang Kinh Doanh Online mt cch tnh c.
Cng nh bao ngi khc, sau khi tt nghip khoa K ton - Kim ton ti
trng i hc Kinh t TP.HCM, ti lm Tr l kim ton cho KPMG Ltd.
2 nm, Kim sot ni b cho METRO Cash & Carry 1 nm, Chuyn vin K
hoch - Hp ng cho Ban qun l D n ng Mi Gin Khoan (trc
thuc Tp on Du Kh Vit Nam) 1,5 nm.
Tuy nhin, vi nim am m du lch, yu thch t do v khm ph, ti hiu
rng ch c s hu cho mnh mt cng vic kinh doanh mi mang li cho ti
nhng iu .
Tht kh khn tm ra tng cho vic khi u kinh doanh. Ti t nh
khng mt ai thnh cng m cha tng nm tri tht bi. Ti quyt nh i
tm cc bi hc cho chnh mnh bng cch th sc c 3 lnh vc: Sn xut,
Thng mi v Dch v.
Ti chp chng bc vo thng trng vi vic kinh doanh sn phm Khn
Sng To. Tuy nhin vic kinh doanh ny ch ko di 3 thng. Tht may mn l
ti kim c mt t li nhun t cng vic kinh doanh u i (s tht l ti
lun sn sng cho tht bi).
Tip theo ti m mt ca hng kinh doanh cc sn phm qu tng c o,
sng to. Vic kinh doanh thnh cng ngoi sc tng tng. 6 thng sau, ti
c thm ca hng th 2.
10
ng tc gi
3 thng k tip, ti quyt nh m thm 2 chi nhnh 2 tnh khc, lc ny ti

ng k tham d mt lp hc v Internet Marketing m rng vic kinh
doanh ca mnh trn Internet.
Ti lp hc ny, ti khm ph ra nhiu iu tuyt vi t Internet
Marketing cng nh nhn ra nhng im bt li ca Kinh Doanh Truyn
Thng so vi Kinh Doanh Online m chnh bn thn ti cng ang gp phi.
V iu quan trng hn ht l, ti hiu rng kinh doanh thnh cng lu
di, bn nht nh phi c AM M...
Ti khng c c iu ny cho 2 cng vic kinh doanh u i ca mnh,
tt c ch nhm mc ch i tm cc bi hc khi nghip. Ti quyt nh ng
ca 2 shop lu nim v chuyn hng hon ton sang Kinh Doanh Online.
Ti tip tc u t cho vn kin thc ca mnh v Internet Marketing v
Kinh Doanh Online. Cng i su tm hiu, ti cng AM M lnh vc ny.
Ti tham gia kha hc Gim c h thng Internet Marketing, Gim
c Chin lc Internet Marketing, Doanh nhn thi i Kinh t tr thc
ca anh Nguyn Thi Duy - CEO trng Hc Lm Ch ti Vit Nam.
Ti tip tc tham gia cc kha o to ti nc ngoi: Millionaire Mind
Intensive do t ph T. Harv Eker - tc gi cun sch ni ting B Mt T
Duy Triu Ph trc tip ging dy ti Singapore, kha hc trc tuyn ca
trng Inbound Marketing University ti M, kha hc Best Internet
Coaching Program ca David Cavanagh ti Thailand - ti y ti gp
Leon Jay.
Leon Jay l ngi sng lp ra FusionHQ - mt nn tng marketing mang tnh
cch mng v l tc gi ca cun sch Do Less Work Make More Money
hng dn cc cch Kim Tin v chin lc Kinh Doanh Online, nhn c
nhiu li khen ngi t cc chuyn gia trong ngnh.
Nhn thy FusionHQ l mt nn tng tuyt vi dnh cho nhng ngi
mong mun Kim tin & Kinh doanh Online nhng khng c cht kin
thc no v IT (nh ti) nn ti k hp ng lm i din ca
11
FusionHQ ti sVit Nam, thng lng c cc gi sn phm dnh ring

cho ngi Vit, ng thi chuyn th cun sch Do Less Work Make
More Money sang ting Vit.
Do cun sch c vit cho nhng ngi c nn tng c bn v Internet Marketing cc nc pht trin nn trong qu trnh bin son, ti
gip gii thch kh nhiu khi nim chuyn ngnh cng nh ly cc v
d mnh ha, gp phn chnh sa li cun sch sao cho ph hp vi th
trng Vit Nam.
Ngoi ra, ti cng thit k chng trnh o to trc tuyn Khi nghip
Kinh Doanh cng Internet Marketing tr gi 197 -la nh mt mn qu
hon ton MIN PH dnh cho nhng ai s hu cun sch ny.
Vi mong mun mang li gi tr cho tht nhiu ngi, c bit l cc ch em
ph n Vit Nam - nhng ngi t nhiu b hn ch kh nng kim tin v
khng nh mnh trong lnh vc kinh doanh v vai tr ca h trong gia nh v
quan im x hi, ti mong mun c chia s nhng kin thc, kinh
nghim, thnh cng v bi hc m ti c c trong kinh doanh cng nh
cng vic chuyn mn trc y vi nhng ngi c chung nim am m, s
thch hay km may mn hn ti v khng c iu kin tham d nhng kha
hc t tin trong v ngoi nc.
Hy vng bn s tm c nhiu iu b ch t cun sch ny cng nh kha
o to trc tuyn ca ti.
Chc Bn lun thnh cng v hnh phc!
PHM TH PHNG MAI
http://PhuongMai.vn
12
Cm nhn
Cm nhn
Ti bt u trc tuyn, ging nh Leon lm, m khng c
tng mnh s lm ci g.
Ti ch bit rng mnh mun kim tin, v cn Internet, nhng thc
s khng chc mnh phi bt u t u. Hon cnh ny kh ging
vi min Ty hoang d ngy trc. C rt nhiu vng dnh cho
nhng ai bit ni tm kim v cch khai thc; nhng hu ht ch ton
l nhng g cao bi v nhng ngi kinh doanh du rn.
D vy, ti vn ngh rng mnh c th i i ch sau mt m. V
s li ha hn nghe c v rt thuyt phc.
Ti mt vi thng trc khi kim c t -la u tin, v mt
vi nm mi c th t cho mnh l ngi thnh cng trn Internet.
Ti sao ?
, tht ra th ti khng ngc nghch, cng chng li bing. Vi nm
dc sc cho Internet Marketing chng t ti l ngi kin tr, bn b.
Vy l do g khin ti phi loay hoay qu lu trn mnh t ha ny?
Ti tht s cha bao gi ngh n iu ny cho n khi c cun
sch Lm t hn, Kim nhiu tin hn ca Leon. T , ti bt u
lin tc nhn c nhng khonh khc xut thn th v.
Mc d ti u t rt nhiu tin cho cc kha hc, cc bui hi
tho v mua mt vi phn mm, nhng khng ci no mang li cho
ti mt k hoch hnh ng r rng.
13
Hu ht chng u tp trung vo vic bn sn phm cho ti trc,

sau mi ti vic truyn t nhng thng tin cht lng.
Nhiu bc thy trn Internet dy ti mt ng, nhng li lm
mt no (ch sau khi t ti thnh cng, ti mi nhn ra c iu
ny). Ti b dn dt theo hng ny, ri li hng khc, v thc s
khng bit nn tin ai. Mi ngi u c v nh bit cu tr li.
Tht l sng khoi khi cui cng ti cng tm c cun sch (d
tic rng ti bit n n kh tr) truyn ti mi th m khng h
cng iu ha chng. Mt cun sch m mi ngi u c th lm
theo v xy dng vic kinh doanh thnh cng bt k khng c cht
k nng hay kinh nghim no.
Nu bn ang bt u cuc hnh trnh vo th gii Internet
Marketing, kinh doanh v kim tin qua mng, th cun sch ny
chnh l im xut pht tuyt vi nht dnh cho bn.
Nu bn ang hoang mang lc li v mong mi tm thy cht nh
sng le li cui ng hm, th hy th pho nh nhm. Bn s tm
thy tia sng y cun sch ny.
Nu bn ang s hu mt doanh nghip truyn thng v mun tn
dng Internet m rng vic kinh doanh ca mnh, chc chn bn
s khng tht vng. Bt k ai cng u c th p dng c nhng
tng trong cun sch ny. ng thi, nhng thng tin c th s
gip bn tm ra phng hng tt nht t c kt qu nhanh
chng!
Leon s hng dn bn cch p dng cc nguyn tc ng thi lm
theo cc bc hnh ng c th, r rng gip bn to ra nhng
sn phm cc k c o. y tht s l mt quyn sch c nht
v nh.
14
Cm nhn
Ti quen bit Leon cng c mt thi gian, v rt vui khi cui cng
anh y quyt nh chia s nhng hiu bit su sc, kinh nghim
cng nh s thng thi ca mnh nhm mang n li ch cho mi
ngi.
Hy chun b n nhn s tht. Chun b hnh ng. Chun b
thnh cng!
GIDEON SHALWICK
www.GideonShalwick.com
15
16
Ti sao bn nn c cun sch ny?
Chng 1
Ti Sao Bn Nn c
Cun Sch Ny?
ng c gng tr thnh ngi thnh cng, m hy c gng tr thnh

ngi c gi tr."
Albert Einstein
17

S tht s c sng t! Nhng chuyn hoang ng, di tr v khoa
hc tht s ca vic kim tin t internet bt c ni u.
u tin ti mun ni vi bn rng, l do ti vit cun sch ny l v
ti rt bc mnh.
Bc mnh vi nhng chuyn v vn ngoi kia. Di gc nhn ca
mt ngi trong cuc, ti c th ni thng rng phn ln nhng g
bn c c t th gii Internet Marketing l mt dng ca nhng
cu chuyn vin tng.
V iu tht s khin ti chn nn nht l: nhng iu trn hon
ton khng cn thit.
Marketing trc tuyn c tim nng to ln tr thnh mt cng c
tuyt vi phc v kinh doanh, v to ra mt ti sn khng l t
internet.
Tht khng may, nhiu c nhn thiu o c khin nhng ngi
lm marketing trc tuyn mang ting l nhng k bp bm, ch
khng phi l nhng chuyn gia ng tn trng.
Ni xong iu ny ti cm thy d chu hn ri, ti xin c php
tip tc nh.
Cun sch ny dnh cho:
1. Nhng ngi ch doanh nghip ang tm cch tn dng
internet pht huy ti a tim lc kinh doanh, bao gm vic
tm kim khch hng tim nng, tng doanh s v to thm thu
nhp trc tuyn.
2. Nhng ngi ang tm cch thot khi li sng 9-5 (lm vic
t 9h sng n 5h chiu) hoc nhng ai mun kim tin ti nh
v bt k ni u vi mt my tnh kt ni internet.
18
3. Bt k ai mun tng thm thu nhp ngoi ngun thu nhp

chnh.
Cun sch ny khng ch hng dn bn cch kim tin trn
internet, m cn gip bn gy dng mt cng vic kinh doanh tht
s, bn vng, lu di.
C rt nhiu cch khc nhau kim tin trc tuyn. Nhng xin hy
ch rng phn ln l nhng k thut gy phin nhiu cho ngi
khc (spam) nhm kim tin trong ngn hn.
H ang nhm n chin lc la bp mi nht nh tn dng nhng
s h. V d nh cch qua mt Google, hoc cch d khch truy cp
website nhp chut vo cc lin kt c ti tr (sponsored links).
Gi s bn c mt website/blog/din n vi lng ln khch truy
cp hng ngy. Bn ng k vi Google Google t cc banner
qung co trn website ca bn.
Nhng qung co ny n t khch hng ca Google. H s tr tin
cho Google khi c ngi tm kim v bm vo qung co .
Khi c gi gh thm website/blog/din n ca bn v bm vo cc
banner qung co th Google s tr tin cho bn.
Cng vic xc nh xem c bao nhiu ngi nhp chut vo lin kt
c ti tr u c lm bng phn mm nn c nhiu k h v
mi ngi thng li dng s h ny kim tin bt chnh.
Vn ca nhng m hnh lm giu nhanh chng ny l tri vi
o c, khng n nh, hoc c hai. Vi cch , rt c th ton b
ti sn ca bn s bc hi ch trong mt m.
C l bi v bn cha bit nhng iu khon s dng dch v mi
nht ca Google, hoc ai khc phc nhng s h trn (iu
19
ny chc chn xy ra khi c rt nhiu ngi cng ang li dng

nhng s h nh bn).
Vic mt ngi no thc dy v pht hin rng ti khon b
kha xy ra thng xuyn hn bn tng. Nhiu ngi bn ca ti
b mt khng ch $30,000 hay $50,000, m ngay c ngun thu
nhp nh k ca h cng khng cn.
Cun sch ny hng n nhng m hnh kinh doanh bn vng
hn, di hn hn. Mt cng vic kinh doanh khng ngng pht
trin v thm ch bn c th hy vng n tn ti lu hn c tui th
ca mnh.
Bn c th trao vic kinh doanh cho th h sau tip qun, hoc cng
c th bn i, ty cch bn chn.
Ti khuyn khch vic kinh doanh ca bn c th to ra gi tr cho
mi ngi xung quanh v khng hot ng da trn bt c s la
gt, di tr hay th on no.
Vic dng internet kim tin nhanh trc mt khng phi l iu
m cun sch ny hng n. Tuy nhin, nu bn thc hin ng
nhng ch dn trong cun sch, liu bn c th kim c tin
nhanh hn bn ngh hay khng?
i vi nhng ai tp trung vo vic kim tin trc tuyn, ti khuyn
bn nn tham kho tng t cc nh kinh doanh truyn thng v
ngh cch p dng nhng tng ln th gii internet.
Ngay c khi bn ch mun tp trung vo marketing trc tuyn, th
kh nng bn tm c c hi hp tc lin doanh vi cc nh kinh
doanh truyn thng trong th trng ca mnh l rt ln.
i vi nhng ai v ang hot ng kinh doanh truyn thng, ti
cng khuyn khch bn c quyn sch ny vi mt tm th ci m.
Nu bn qu bn rn khng th p dng nhng chin lc ny, hoc
20
n gin khng phi l nim am m ca bn, hy th xem xt

hp tc vi ngi c kh nng. Chc chn vic ny s khng khin
bn hi tic.
Bt k l bn ang xut pht im no i chng na, hy xem qua 3
l do chnh ca vic tn dng li th t internet sau y.
3 li th ca vic kinh doanh trc tuyn

Kinh doanh trc tuyn mang li cho bn rt nhiu li th.
1. n by kinh t
Bn c th to n by cho vic kinh doanh ca mnh bng cch

thu mn nhn cng hoc nh thu t cc nc ang pht trin
lm nhng vic m bn khng kham ni chi ph nu thu
mn nhng nc pht trin.
(Tc dng ny cng c hiu qu vi qui m trong nc: bn c
th thu mn nhn cng nhng vng t t hn, nhng
nhn cng mun lm vic ti nh hoc lm ngoi gi kim
thm thu nhp.)
Bn c th thu nhng c nhn c tay ngh cao vi mt mc gi
thp hn nhiu. Bn khng bc lt sc lao ng ca ai c v bn
tr h mt mc gi cao hn trung bnh. y l chin lc win win (hai bn cng c li) trong kinh doanh.
2. Chi ph thnh lp ti thiu
Ch cn mt chic my tnh kt ni internet l bn hon ton c

th bt u vic kinh doanh. Ngay c khi bn khng c mt chic
my ca ring mnh cng khng sao, bn lun c cch kt ni
internet: ti th vin a phng, qun cafe internet, hoc nh
mt ngi bn.
21
Ngoi ra, bn cn cn mt tn min (v d:

www.FusionHQ.com) v dch v lu tr ni dung trn internet
(hosting). Khon ny ch tn ca bn khng qu 80 -la mt
nm.
(C th hnh dung nh sau: nu xem website l ngi nh/tr s
doanh nghip/ca hng trn Internet, th Hosting chnh l mnh
t/mt bng xy dng tr s doanh nghip trn Internet, v
tn min l bin hiu, a ch mi ngi nh n v tm kim.)
So snh vi vic kinh doanh truyn thng c tng chi ph c nh
khng l, c s vt cht v cc ha n in, nc, in
thoi...hng thng, th internet qu tht l mt thin ng
kinh doanh.
Nu bn c mt cng ty truyn thng th kh nng m rng
doanh nghip bng internet l cc k ln, v d dng hn rt
nhiu so vi vic m rng bng cc phng php thng thng
3. Khng ch dnh ring cho nhng chuyn gia my tnh,
Internet hay cng ngh
Khng nh nhng g bn ngh, bn khng cn phi l mt lp

trnh vin my tnh mi c th kinh doanh trc tuyn thnh cng.
Internet ch n thun l mt phng tin bn tip th vic
kinh doanh ca mnh n vi mi ngi.
Thc t, rt nhiu chuyn gia internet marketing hng u ti
quen u khng bit cht g v HTML, my ch hay thit k
ha. (Tt hn l bn khng nn bit v c th bn s dnh vo
nhng vic rt tn thi gian).
Internet to ra mt sn chi bnh ng cho tt c mi ngi bt k
gii tnh, sc tc, tui tc, tng lp x hi hay trnh gio dc.
22
Ti bit rt nhiu chuyn gia marketing thnh cng khi vn cn

trong tui thanh thiu nin, mt s n t cc nc thuc th
gii th ba, c nam v n, da mu v da trng, c bng i hc v
c nhng ngi cha bao gi tt nghip.
C nhiu cc nn tng a nng (nh sn phm ca chnh ti,
FusionHQ) c thit k c bit nhm gip cc ch doanh
nghip trc tuyn c th d dng xy dng ton b vic kinh
doanh trc tuyn m khng cn phi bit v k thut.
Vng, bn c th to ra nhiu ngun thu nhp th ng khc
nhau v qun l chng t mt ni trung tm (m khng cn phi
bit mt on m no c).
Mt giao din ko v th n gin gip dp b nhiu tr ngi.
Bn khng cn lo lng rng phi am hiu v my tnh hay phi
thu mt i ng lp trnh vin t tin.
FusionHQ c chy thng qua mt trnh duyt web. Bt k mt
chic my tnh no ngy nay c ci mt b trnh duyt web v
c kt ni internet u c th s dng FusionHQ (hoc nn tng
tng t khc).
iu mu cht l - chng c l do g khng ln mng c.
n lc dp b tt c nhng l do bn t v ra bin minh
cho vic ngi yn, khng hnh ng trc y. Mi hay mi
lm nm trc, vic ln mng c th rt t , tn thi gian v
chng nh hng n vic kinh doanh ca bn l bao. Nhng
ngy nay, mi vic khc.
Ti sao bn cn nhiu tin hn?

Ti hi vng l do bn c cun sch ny l v bn mun thay i
hon ton vn ti chnh, v k n l ton b cc mt khc trong
cuc sng.
23
y l mt thay i c ch ch nhm gip bn t c mt cuc

sng theo mnh. B ngoi tai li khuyn t nhng ngi khng bao
gi t c iu , mc tiu ny rt ng bn vn ti.
Nu bn mun c la chn da trn c mun tht s (m khng
phi n o vi bng gi), cun sch ny s l kim ch nam cho bn.
(Khi bn i nh hng, bn c chn mn n mnh thch hay khng?
Hay l bn da vo bng gi trn thc n ri mi ra quyt nh?)
Bn c cm thy khng hi lng khi bn khng th em n cho gia
nh iu tt p nht nh bn mun?
Bn c cm thy mt mi khi phi lm vic hng gi lin lm giu
thm cho ng ch?
Vic kinh doanh truyn thng ca bn c ang phi chng chi
quyt lit, hay gim chn mt ch khng th no bt ph?
Bn c lo s b mt vic trong thi bui kinh t bt n?
Bn tht s mun thay i tnh hnh ti chnh c nhn, nhng khng
bit cch?
Nu bn cm thy hoang mang, tc gin, hay chn chng vi s
tin t i (thm ch thiu tin) trong ti khon ngn hng, hy tin
rng bn khng h n c.
Mt vi iu cn nhc nh.
Tin khng lm bn hnh phc

Tuy nhin, tin c th khin cuc sng d dng hn rt nhiu.
Nh li ln u ti i du lch vng quanh min Trung nc c
tui i mi, khng bit lm cch no ti c th vt qua c.
Nhng th c bn nh phng tin i li, thc n v ch i vi
ti u rt kh khn.
24
Mi ngy, ti u tm cch i nh xe. Ti thng xuyn pht hin

mnh khng cn ng no trong ti, v phi nh vo lng tt ca
ngi l khi h cho ti n v nh.
Mi mt nm sau , ti cng i du lch ging l trnh trn n
min Trung nc c (vi v v con gi i cng). Ln ny ti i bng
my bay trc thng, thu mt chic xe hi sang trng, n bt k mn
g v ng bt k ni u chng ti mun.
V ti thch c i du lch trn l trnh c ny m khng h bn
tm v gi c ca mi th.
Tin lm cho cuc sng d dng v thoi mi hn rt nhiu. Chng
ta c thm nhiu s la chn n gin v khng phi tht lng buc
bng vi ngn sch eo hp.
Thiu tin c th nhn chm cuc sng

S tht l nh vy. Khng tin c th lm hn nhn tan v, mi
th u khng sun s, cng thng tm l, v thm ch t t.
Nhiu bc s y hc hng u th gii cho rng 80% bnh tt bt
ngun t stress. Stress thng do thiu tin, stress khi c gng kim
tin, hoc vn ca nhng mi quan h xung quanh tin.
S c bao nhiu cuc i tr nn tt p hn nu tin bc c th
gip h sng theo cch h mun? Phi chng chnh bn cng ang
t hi nh vy?
Nu bn khng c nhiu tin nh bn mun, ng u hng s
phn. Hy lm g ci thin tnh hnh.
Mc bn mun tng thu nhp ty thuc vo bn. Vic li cho
hon cnh chng bao gi gip c ai.
Bt lun bn mun to ra mt Google th hai, thay i mc lng hin
ti hay mua cho con mt i giy mi - c m l ca chnh bn.
25
Bng cch lm theo trnh t mt cch ng n v hp l, bng vic

cam kt t c mc tiu ca mnh, bn chc chn s thnh cng.
Vic g cng c kt qu ca n. Nu bn mun mt kt qu khc, hy
lm khc i.
Nu bn sm bt tay vo ci thin tnh hnh ti chnh, bn cng sm
hng th s giu c.
Hy cng khm ph cch nghin cu, sng to, v gii thiu sn
phm ca chnh bn. Cui cun sch ny, bn s bit ton b thng
tin t A n Z hng dn bn cch bt u, duy tr v tng cng
vic kinh doanh trc tuyn ca mnh.
Ch c 3 cch kim tin trc tuyn

ng vy. Bn ch c th kim tin trn mng vi 3 cch: cng tc
vin, ngi to ra sn phm, hoc nh cung cp dch v. Mi hnh
thc khc u bin tu t 3 cch trn.
1. Cng tc vin (Affiliate)
Cng tc vin l hnh thc m nh cung cp sn phm/dch v s

tr hoa hng cho ngi tham gia chng trnh hp tc ca h.
Sau khi ng k mt ti khon min ph, bn s c cung cp
mt ng dn m khi khch hng ca bn bm vo ng dn
n website ca nh cung cp, nh cung cp s bit c
l khch hng ca bn.
Ngoi ra bn cn c h tr cc cng c marketing nh
banner qung co, phiu khuyn mi/gim gi, email gii thiu
sn phm, qu tng...
Vic duy nht bn phi lm l a lng truy cp n website ca
nh cung cp thng qua ng dn ca bn, cc cng vic cn li
26
t vic t thanh ton, giao nhn hng ha, n chm sc khch

hng u do nh cung cp m nhim.
C 3 hnh thc m nh cung cp sn phm/dch v tr tin
cho bn:
Da trn lu lng truy cp (per click): l s ngi bm vo
ng dn ca bn n website ca nh cung cp.
Da trn khch hng tim nng (per lead): l s ngi n t
ng dn ca bn v li thng tin (tn & a ch email)
trn website ca nh cung cp.
Da trn doanh thu (per sales): l s sn phm bn c cho
khch hng n t ng dn ca bn.
Do mc chit khu hp dn nn Cng tc vin nhanh chng
tr thnh mt trong nhng hnh thc ph bin kim tin trn
Internet.
Bn c th tm thy cc chng trnh cng tc vin trn cc
website nh Ebay, Amazone, ClickBank, Google Adsense...
Cng thc to ra li nhun ca bn cng t bin s, th vic kinh
doanh ca bn cng bn vng, t bin ng v t nguy c tht bi.
Lm cng tc vin cho sn phm ca cng ty no l cch
tuyt vi bt u vic kinh doanh vi chi ph thnh lp ti
thiu. Tuy nhin, lc bn ang phi ph mc s phn mnh
cho ngi khc.
Nh ti cp, ti bit khng t ngi b mt trng ch sau mt
m v ph thuc vo m hnh ny. qu l mt c sc khng
khip i vi h.
Tin hoa hng ca h tiu tan ch trong mt m, m h chng
th lm g hn.
27
l l do cho d bn c lm cng tc vin hay khng, tt nht

bn nn kim tin trong iu kin bn c nhiu quyn kim sot
trong tay.
Ti bit nhiu chuyn gia dy rng tt nht nn bt u bng vic
lm Cng tc vin, c l iu ny ng trong mt vi trng hp
nht nh. D vy, ti cho rng phn ln h sai.
Trc tin hy tr thnh ngi to ra sn phm, sau mi n
Cng tc vin (xem iu 3 hiu ti sao).
2. Nh cung cp dch v
Nh cung cp dch v c th lm mi vic t cung cp hosting,

vit qung co, cho n dch v SEO (Search Engine
Optimization Ti u ha b my tm kim).
Th trng ny rt giu tim nng, nhng bn nn nh rng, cng
vic ny i hi s u t lu di c v mt thi gian ln ti chnh.
Lnh vc dch v kh c th t n nh cao, nhng khng c
ngha l khng th. V d, nu bn l mt ngi vit qung co,
cch duy nht gip bn kim thm nhiu hp ng l thu thm
ngi lm vic cho bn.
Mt nh cung cp dch v c th mang li gi tr ln cho khch
hng v to c mt s ngun thu nhp bo b. Tuy nhin, vic
ny i hi cng sc chm cht lu di.
M hnh ny rt kh thit lp v cng khng phi l m hnh
tt nht cho nhng ai mi bt u. Nhng nu bn lm c,
chc chn cng sc ca bn s c n p xng ng.
i vi nhng doanh nghip truyn thng cung cp dch v,
vic ny chng c g kh khn c. B quyt ch bn phi bit
cch to n by cho nhng g bn c, v tm cch tn dng
28
internet thc y tng trng hoc gia tng thu nhp t nhng
khch hng c ca mnh.
3. Ngi s hu sn phm
Bn c thm mt la chn na l lm ch v tip th sn phm

ca chnh mnh. Vic s hu sn phm ng tht l cch tt nht
to ra ngun thu nhp n nh v lu di.
iu ny l do vic bn c th iu khin cc bin s trong m
hnh kinh doanh tt hn v thng khng phi ph thuc vo bn
th ba.
Bn c th qun l sn phm, quy trnh bn hng, vic thanh ton,
vn chuyn v cc iu khon dch v.
Thm ch nu bn ch mi bt u lm quen vi Internet
Marketing th bn vn to ra c sn phm ca ring mnh.
C th bn ang cm thy chong ngp bi tng ny, nhng
thc t th vic ny d dng hn, th v hn, v to ra nhiu li
nhun hn bn ngh.
Mt li th na t vic s hu sn phm ring ca mnh l bn c
th tn dng sc mnh n by t cc cng tc vin. Cng tc
vin l cch v cng hiu qu tng lng truy cp m khng
tn bt k chi ph tr trc no.
V by gi l l do bn nn tr thnh ngi s hu sn phm
trc khi lm mt cng tc vin...
L mt ngi s hu sn phm, bn c th xy dng cho ring
mnh mt danh sch khch hng, to uy tn v nim tin. Ngoi ra,
bn cng s hu phu bn hng (s c gii thch c th trong
chng 10), h thng gi th t ng v danh sch email.
29
Tt c nhng iu c th c tn dng nhm gip cho chin

dch qung co ca bn thnh cng hn gp nhiu ln so vi vic
ch lm mt cng tc vin thng thng m khng c nhng cng
c trn h tr.
Nu bn khng tin ti, hy kim tra bt k cuc thi cng tc vin
no ang din ra s thy.
Hu ht cc cng tc vin nm trong top 10 bt k cuc thi no
u l nhng ngi s hu sn phm (hon ton khng phi l s
trng hp ngu nhin).
5 li ch ca vic to ra sn phm k thut s

Ti sao li nn s hu sn phm ca chnh mnh v ti sao nn lm
mt sn phm k thut s? Hy nhn vo nm li ch chnh sau:
1. Tc dng n by
Khi bn s hu sn phm k thut s ca ring mnh, bn ang c

mt th ti sn c th tn dng ht ln ny qua ln khc.
bc u tin, bn rt vt v to ra c sn phm ca
mnh. Cn vic bin i sn phm k thut s bn ang c thnh
mt hnh thc khc to ra mt sn phm mi th li rt d dng.
Mt khi sn phm ca bn c lng truy cp n nh, cng vi
vic n s t vn hnh phc v cho bn sut 24 gi mt ngy, 7
ngy mt tun, trong khi bn c thi gian tip tc sng to sn
phm tip theo ca mnh.
2. To danh ting nhanh chng
Ging nh mt tc gi nhanh chng c c s tin cy khi vit

mt quyn sch, bn cng s nhanh chng c tn nhim khi s
hu sn phm gn lin vi tn ca chnh mnh.
30
Bn s c nhn nhn nh mt chuyn gia trong lnh vc chuyn

ngnh, v c nh gi l mt ngun ng tin cy.
Ch rng danh ting v uy tn khng ging nhau, nhng
chng thng i chung vi nhau. Danh ting vi uy tn s em
li cho bn tim nng ln nht trong kinh doanh. y l iu
m cc doanh nghip hot ng theo cch truyn thng khng
tn dng c.
Hy suy ngh v iu ...
V d, mt chuyn gia tr liu s tn dng bng cp ca mnh
lm cho khch hng tin cy. Tuy nhin, mt chuyn gia tr liu vi
mt sn phm ring (nh xut bn mt quyn sch hoc mt
chng trnh rn luyn qua DVD) li to thm c danh ting.
Nu bt buc phi chn gia mt trong hai i tng trn, i vi
nhng khch hng tim nng, cu tr li s kh n gin. 9/10
ngi s chn chuyn tra tr liu c danh ting, v thng th
chuyn gia cng c th i hi chi ph cao hn. Chng ta lun
sn lng tr thm tin cho dch v t nhng ni c danh ting.
3. Hiu sut li nhun trn u t (ROI) cao
Vic sn xut cc sn phm k thut s khng tn km qu nhiu.

Thc t, chi ph sn xut l ti thiu.
Ngc li, s tin bn c th kim c vi mt sn phm vt
cht (physical product) so vi nhng g bn u t c th rt ln.
Tt c nhng g bn cn l mt chic my tnh xch tay v mt vi
phn mm tt.
Ngy nay, ngay c nhng sn phm vt cht c th c sn xut
vi chi ph rt r. C nhiu dch v nh www.dlwmmm.com/cafe
v www.dlwmmm.com/fhqpublishing gip vic sn xut v vn
chuyn tr nn n gin hn.
31
C th li th ln nht ca nhng sn phm thng tin vt cht l

lm cho uy tn tng ln. R rng tc gi ca mt cun sch giy s
c coi trng hn tc gi ca mt cun e-book.
Ti khuyn bn nn tn dng c hai.
4. Khng phi au u v vic ng gi v bu ph
Vi nhng sn phm vt cht, bn phi tr tin v sp xp sn

phm ng gi, ri vn chuyn ti tng khch hng. Ngay c
khi bn c ring mt cng ty qun l vic ny gip bn, th n vn
rt tn km.
Vi sn phm k thut s, bn khng cn phi ng gi th g c.
Vic duy nht bn cn lm l gi mt ng link ti v ti a ch
e-mail ca khch hng. (Bn c th thit lp ch gi email t
ng sau khi khch mua hng)
5. S hu danh sch khch hng
Vi t cch l mt cng tc vin, vic xy dng mt danh sch

khch hng c th rt kh khn (mc d khng phi l khng th
c). Tuy nhin, khng phi tt c cc danh sch u c gi tr
ngang nhau.
Khi bn l ch sn phm, bn xy dng c mt danh sch
khch hng gi tr v c kh nng mua hng cao nht khng
nhng cho sn phm ca chnh bn trong tng lai m cn c cc
sn phm bn s cng tc sau ny.
Vi nhng sn phm k thut s, vic xy dng nhng danh sch
ny kh d dng. Cn vi nhng sn phm vt cht, iu ny ph
thuc vo knh bn hng ca bn. Nu bn bn hng trc tip th
vn ny nh nhng hn nhiu.
Gi s bn bn hng thng qua dch v trc tuyn nh Amazon,
h s nhn n hng, thanh ton v vn chuyn sn phm n
32
khch hng ca bn. Tuy nhin, bn c th khng bit thng tin

chi tit ca khch hng thm h vo danh sch.
iu bn cn lm l kim tra xem bn trung gian c gi thng tin
chi tit ca khch hng cho bn hay khng nhiu ch c, hoc
s lm nu c yu cu, nhng mt s th s khng lm vic .
33
Cc bc hnh ng
Quyt nh xem bn mun nhn c iu g t cun sch
ny. Nhiu nghin cu cho thy rng kt qu hc tp c
nng cao khi sinh vin bit mnh mun c cu tr li cho cu
hi no trc khi bt u.
Bn hy vng hc c iu g khi c cun sch ny?
Mc tiu ca bn sau khi hon thnh xong cun sch ny l g?
Bn c mun kim thm thu nhp ngoi ngun thu chnh?
Bn c mun ngh cng vic hin ti v lm vic hon ton
trn mng?
Bn ang c gng m rng vic kinh doanh truyn thng ca
mnh?
Bn mun xy dng mt cng ty internet tr gi hng t -la?
Khng c cu tr li ng hay sai, min l bn tin tng vo
bn thn v cng vic m bn khao kht thnh cng.
Hy vit cu tr li ca bn ra giy v bn s thy thi gian
c cun sch ny c gi tr hn. Hy nh rng nhng g bn
nhn c s tng xng vi cng sc bn b ra.
Khng nh nhiu cun sch khc, cun sch ny khng cung
cp thng tin mt chiu, m hng ti vic tng tc hai
chiu. Ti c th cho bn thng tin, nhng mun thnh
cng, bn phi hnh ng.
Cui mi chng sch u c mt lot hng dn cc bc
hnh ng. Xin hy vit ra giy cu tr li cho mi cu hi, sp
xp cc bc hnh ng v hon thnh ht tt c cc bc
trc khi c tip chng sau.
34
Tht bi l bc u dn n thnh cng
Chng 2
Tht Bi L Bc u
Dn n Thnh Cng
Khng g c th ngn cn mt ngi c thi ng n t c mc tiu ca

mnh; v khng g trn Tri t ny c th gip mt ngi c thi sai lm.
Thomas Jefferson
35

Mi mt ngi thnh cng m bn gp, nghe ni hoc c c
u tri qua tht bi m khng c ngoi l (v thm ch khng
ch mt ln).
Thng thng, nhng bi hc tt nht n t nhng tri nghim u
tin ca bn. Bn khng th bt chc hon ton cch lm ca ngi
khc i n thnh cng; mi chng ta u phi c nhng bin i
khc nhau cho bn thn.
Vn s khi u nan. ng s khi tri nghim nhng bc i u
tin. Tht khng may, rt nhiu ngi khi vp ng li lun ming
phn nn v li cho s khng may mn ca h. T hn na l h
gim chn ti ch v khng mun ng ln. Th tng tng chng
ta lm iu ny nh nhng a tr tp i, tp ni - by gi chng ta
s nh th no?
i khi vp ng s lm bn au n. Nh ti tng mt hng chc
nghn -la trn hnh trnh lm giu ca mnh. V ti cng tri
qua rt nhiu cuc th nghim vi cc tng mi, d n mi.
Nhng iu khng lm ti chn bc.
Tt c nhng ngi thnh cng u tng tht bi, nhng h ng
dy v tip tc bc i.
Khi bn gp tht bi, hy c gng nhc mnh ln, hc hi t nhng
sai lm v tip tc phn u.
3 b mt ca t duy thnh cng

1. ch kin cng
Hin ti cuc sng ca bn c b tc khng?
36
Nu ng nh vy th y c th l c hi tt v cn thit bn
tin ln pha trc. ng than phin hay vin c m hy xem
l ng lc cho mnh.
Nu bn c th lm g thay i tnh hnh ti chnh ngay by
gi, y l ng lc tt bn gt b ci ti ca mnh qua mt
bn v lm nn s khc bit.
Bn mun t b cng vic ca mnh? Bn mun c i du lch
nhiu hn? Bn cm thy khng vui v ang phi tri qua mt
cuc sng khng nh mun?
Hy ngh v nhng iu bn khng thch trong cuc sng. Sau
xem chng nh nhng chng ngi vt m bn cn phi vt qua
t c kt qu tt hn. Bn xng ng c nh vy!
2. Chu trch nhim vi kt qu ca chnh mnh (cho d tt
hay xu)
Khi gt hi thnh cng, hy mm ci; khi nm tri tht bi, hy

tip tc bc i.
Mt b mt khc c li t duy thnh cng l khng li cho
ngi khc. Hy t chu trch nhim cho nhng thnh cng v
tht bi ca mnh.
Khi gp rc ri trong cng vic kinh doanh, ng li cho phn
mm, nhn vin hoc h thng thanh ton. hon ton l li t
duy tht bi.
Trong thi gian lm chuyn gia pht trin nng lc c nhn, ti
dy hc sinh ca mnh rng Blame ( li) c hiu l Blame (b lit). iu c ngha l bn hnh x nh mt ngi b
lit khng c kh nng thay i hon cnh ca mnh.
37
Khi nhn trch nhim, bn s c c kh nng phn ng. l

kh nng ng ph vi tng trng hp bn c c nhng kt
qu tuyt vi m bn ang mong i.
Hy nhn vo bc tranh tng qut v b qua nhng iu lt vt
khng c ngha trn ng di. Cn nhiu ngi khc ngho
hn bn v trong tnh trng t hn nhng g bn tri qua trn
con ng i ti thnh cng. Bn cng c th chng minh rng
bn kh nng gii quyt tnh hung bt k tnh trng hin ti
ca bn l nh th no.
3. Hy c lp
Thng khng kiu, bi khng nn!

Bn va phi lm ch nhng kt qu ca mnh ng thi duy tr
thi c lp trc kt qu. Cho d bn thnh cng hay tht
bi, iu quan trng l bn lun ngng cao u.
iu ny s mang n cho bn nhng iu tt p v s chc chn.
Hy bit rng bn s khng (v khng th) chin thng trong mi
cuc chi. Nhng khi bn t c mt thnh cng ln lao th
nhng n lc ca bn l xng ng.
Gi s bn b mt lng thi gian, tin bc v tm huyt nh
nhau cho 10 d n, s c 6 d n tht bi thm hi, 3 d n ha
vn v ch c mt d n l thnh cng vang di.
Tht kh bit d n no s chm xung v d n no s bay xa.
Vn l bn vn tip tc bc i sau nhng mc tiu ca mnh.
ng bn khon hay t vn liu nhng d n ny c thnh cng
hay khng. Hy c i. Nu bn cho mt d n no l tim
nng th hy theo ui n. Theo ui cho n khi khng cn st
li iu g c th lm c na.
38
Rt nhiu ngi b cuc trc khi t c thnh tu cui

cng. Bn c th chy mt ng ua 5.000 mt nhng nu
khng th vt qua mt cui cng th bn cng khng gt hi
c kt qu.
Nu bn chc chn rng d n hon ton khng c tim nng
th hy b qua v tip tc vi d n khc. Bit dng ng lc cng
l mt iu hay.
Hy nh rng, thnh cng u tin l iu kh t c nht.
Khi bn kin tr vi mt d n, bn s c c phn thng ti
chnh xng ng. V mt khi bn lm c, bn s d dng thnh
cng nhng ln tip theo.
Hy tn hng
Lm cho vic kinh doanh tr nn vui v! i vi ti, cuc sng l
tn hng. Bt k bn chn g, hy lm v bn yu thch n.
Vng, nu bn chy theo tin bc, bn c th thnh cng v mt ti
chnh nhng li khng hnh phc. Hy chn c hai.
Kinh doanh l mt phn ca cuc sng - mt phn nhng c th
chim phn ln thi gian ca bn. l v nhng doanh nghip tt
nht c dng nn bi nhng ngi thc s tm huyt.
Xem kinh doanh nh mt tr chi c th gip bn vt qua nhng
th thch v lm cng vic tr nn th v hn.
thnh cng trong th thao bn phi rn luyn gian kh, i khi
phi chu ng nhng vt thng v ng u vi nhiu i th.
Nhng cui cng, tnh yu dnh cho tr chi s gi bn li vi n.
Chin thng nn l mc tiu, ch khng phi l im n duy nht.
C nhng nim vui khi lm vic khng ch khin bn hnh phc hn
m cn c th gip bn tr li vi tr chi v gt hi thnh cng.
39
V vy nu kh nng ca bn lin quan n golf th c l vic kinh

doanh tt nht m bn c th lm cng l mt vic g lin quan
n golf.
Tip th trc tuyn l mt cng c. N khng phi l im kt thc!
Vn l ng tr thnh mt chuyn gia tip th trc tuyn ch
bn sn phm v Internet Marketing (tr khi y l lnh vc m
bn am m).
Hy s dng tip th trc tuyn nh mt cng c to nn doanh
nghip hoc lm n by cho vic kinh doanh ca bn.
Mt b mt khc (B mt dn n thnh cng)

Xy dng i nhm!
i vi ti y l im mu cht nht (m ti khng nhn ra sau
mt thi gian di).
Ti s ni thm v vn ny sau nhng l iu cn phi nhc i
nhc li v n rt quan trng.
Ging nh rt nhiu ngi (c th bn cng vy?), ti ngh rng
mnh s thnh lp mt i nhm mt khi thnh cng v c tin.
Nhng s tht l ti ch c th thnh cng mt khi ti xy dng i
nhm trc. Ni chuyn vi nhng chuyn gia tip th trc tuyn
khc, h cng tha nhn nh vy.
Mt khi ti lm ra tin, ti c th m rng i nhm ca mnh
nhng ti vn cn mt i bt u.
Ti s ni thm v iu ny cc chng sau.
40
Cc bc hnh ng
Hy cam kt vi bn thn rng thnh cng hay tht bi khng
phi l mt vn qu ln. Hy nh nu khng tht bi, bn
s chng bao gi c tri nghim nhng iu mi v c th
khng thnh cng khi chinh phc mt mc tiu mi.
Truy cp vo trang www.dlwmmm.com/mdt ti v phn
mm min ph My Desktop Therapist (ch dng cho my
tnh c nhn). Phn mm ny s gip bn h thng li t duy
thnh cng.
Chng trnh s chy trn mn hnh nn ca my tnh khi bn
ang lm vic, v vy bn s khng tn cht cng sc no (Li
nhun ca ti tng ln gp 10 ln trong vng mt nm s
dng chng trnh ny).
41
Chng 3
Tm Nhn Xa Gip Bn
Kim Tin Nhiu Hn
Mt ngi ch c c s chun b tt nht khi anh y c tm nhn xa.
Jim Butcher
42
Tm nhn xa gip bn kim tin nhiu hn
Tm Nhn Xa Gip Bn Kim Tin Nhiu Hn

Trc khi bn bt u cng vic kinh doanh trc tuyn ca mnh,
vic ngi li v cn nhc bn tht s mong mun t c iu g l
rt cn thit, v ti sao bn li mun nh vy.
Mt tm nhn xa c th gip bn tit kim rt nhiu thi gian, cng
sc v tin bc v sau ny.
iu sng sut na l ng nn vi vng hnh ng m khng c s
chun b. Thay vo , hy nh hng v ln k hoch cho cng
vic kinh doanh ca bn ngay t khi mi bt u.
Phn ln mi ngi khng lm c iu ny; v phn ln h tht bi.
Hy thnh tht vi chnh bn thn v mc tiu ca mnh.
Bn tht s mun t c iu g? Bn mun cng vic kinh doanh
ca mnh c kt qu nh th no? Khng c p lc no buc bn
phi to nn mt Google th hai.
Bn mun s hu mt doanh nghip nh? Hay bn vn mun gi
cng vic hng ngy ca mnh, v kim thm thu nhp t vic lm
thm? Nu vy th li nhun cn kim c l bao nhiu?
C l bn mun nhanh chng kim c mt khon tin kha kh v
sau chuyn sang mt cng vic kinh doanh khc?
Khi bn dnh thi gian chun b cho s thnh cng v nhng
khon li nhun lu di, th bn c th ln k hoch cho nhng vic
phi lm bo m s thnh cng y.
V tr l tng chnh l ni m sn phm ca bn nm gi quyn lc
trn ton th trng ngch (xem khi nim trang tip theo) - ni
m bn thng tr c mt lnh vc, khng ai c th e da hoc ng
n bn.
43
Cng lc chun b gt hi kt qu th bn cng phi nhn thc c

im yu ca mnh. Th thch chnh nh hng n kh nng sinh
li v hnh trnh ca bn l g?
i vi nhiu chuyn gia Internet Marketing, ni s hi chnh l khi
website ca bn t nhin bin mt trong b my tm kim ca
Google. Vy Google c phi l tr ngi ln nht trn con ng
thnh cng ca bn hay khng?
Nu ng l nh vy, lm th no gim thiu ri ro, v bn s
lm g ngn chn vic d n ca mnh b ph sn nu ni s hi
y tr thnh s tht? Mt s th c th vt qu kh nng kim
sot ca bn, nhng vic ln k hoch cho nhng phng n d
phng th khng.
Th trng ngch
Bt k l bn kinh doanh truyn thng hay kinh doanh trc tuyn,
iu u tin bn phi xc nh c l th trng ngch (niche
market).
Th trng ngch l mt tp hp con ca th trng m tp
trung vo mt sn phm c th nhm p ng nhu cu th trng c
th cng nh gi c, cht lng sn phm v nhn khu hc. N
cng c xem l mt phn khc th trng nh.
V d: thi trang l mt th trng. Vy th trng ngch ca thi
trang c th l qun o th thao cho nam, m cng s n, vy cho
b bu, thi trang cho ngi bo...
Hoc v d khc nh th thao. Th trng ngch ca th thao c th l
dng c nh golf, dng c tp th hnh, qun o tennis, giy bng ...
a s doanh nghip cho rng th trng ngch s lm gim doanh
thu v li nhun bin nn h rt lo ngi v n. Nhng hin thc cho
44
thy th trng ngch c th c xem l mt nhn t mang li

thnh cng cho vic kinh doanh.
Th trng ngch cho php chng ta xc nh i tng
marketing mc tiu m doanh nghip nhm ti. Khi bit i tng
mc tiu l ai, bn s bit c cc n lc marketing nn nhm vo
u v tiu tn ngn sch bao nhiu l va .
Nhn din th trng ngch trc khi tin hnh chng trnh
marketing trc tuyn tht s quan trng vi 5 l do sau y:
Ti a ha ngn sch marketing. Bn s bit chnh xc ni no cn
lm marketing, nn dng website no tip cn th trng. y l
bc khi u.
Gip website t c hiu qu vi cc cng c tm kim, v i
tng mc tiu ca bn s n vi bn d dng hn.
a website n i tng mc tiu. Pht trin website hng
dn ngi c v gip h tm ra gii php, sn phm ph hp m ta
cung ng gii quyt vn khch hng gp phi.
To thun li trong vic pht trin tng cho sn phm, dch v
mi nhm phc v cc nhu cu c th.
Xy dng v th dn u th trng
Vy bn thy c tm quan trng ca th trng ngch cha?
Bn c xc nh c i tng mc tiu ca mnh l ai khng?
Nu cu tr li l cha th hy dnh thi gian t vn vi nhng cu
hi sau y:
Khch hng hin ti ca ti thng c c im g?
Lm cch no ti to c s khc bit so vi i th?
S khc bit trong sn phm, dch v ca ti l g?
45
Nhng gi tr no ti c th em vo th trng?
Cch tt nht tr li nhng cu hi trn l ng nn ln su vo
vic phn tch chng. Ch cn ghi ra nhng iu bn ngh. Mt khi
bn hon tt vic lit k th hy phn tch cu tr li, n s gip bn
d dng hn trong vic nhn din th trng ngch.
Th trng c nhu cu i vi sn phm ca bn khng?

Nhu cu l th thit yu cho s thnh cng ca bt k doanh nghip
no. Nu th trng khng c nhu cu v sn phm ca bn, vic
kinh doanh s khng bao gi thnh cng. Tt nhin tr khi bn c
th to ra nhu cu, nhng iu ny khng dnh cho nhng ai nht
gan cng nh nhng ngi mi bt u.
V d, nu bn bn thc n, mi ngi ai cng cn phi n. Th
nhng, c rt nhiu loi thc n ngon v khng phi l nhu cu thit
yu cho lm li tr thnh mt mong mun. V thng th thc n
m mi ngi mun s bn chy hn thc n m h cn.
Theo suy lun ca Mark Joyner... nu bn tm thy mt m ng
ang kht nc, bn lp tc s c khch hng nu bn bn nc. V
nu l ngi bn duy nht, bn s khng phi to ra mt l th cho
hng. Mi ngi s mua hng ngay khi bit bn bn th h mun.
iu ny s lm vic kinh doanh ca bn d dng hn!
Lm th no bit khch hng cn hay mun sn phm ca bn?

S dng cng c tm kim t kho ca Google:
www.dlwmmm.com/keyword
G trc tip th trng ngch vo cng c t kho tm hiu xem
c nhu cu no cho sn phm ca bn khng. Nhn xem c bao
46
nhiu ngi ang tm kim cm t kha ny. Gi s ti ly cm t

thi trang cho ngi mp (hoc cm t tng t).
Bn cng c th bit c mc cnh tranh cho th trng ngch
ca mnh, iu ny c th hin thng qua s ngi qung co cm
t ny trn trang tm kim ca Google (hay cn gi l Google
AdWords).
Th trng ngch ca bn c xem l l tng khi c s lng ln
ngi tm kim v mc cnh tranh thp. Tuy nhin, hy cn thn v
c th n gin l do cm t hoc th trng ngch khng mang
li nhiu li nhun. V cnh tranh khng phi lc no cng xu.
Nhn vo kt qu trn ta thy cm t thi trang cho ngi mp c
4.400 lt tm kim hng thng Vit Nam (s ln tm kim cc b
hng thng). Nu bn nhn xung pha di, Google s cho bn bit
nhng cm t khc lin quan nh thi trang cho ngi bo vi
5.400 lt tm kim, hoc thi trang bu vi 33.100 lt tm kim.
Mc cnh tranh ca tt c cc cm t ny u l thp, tc l s
ngi dng cm t ny qung co trn Google khng nhiu. Tht
tuyt vi! T kt qu ny, ti c th bit rng th trng ngch thi
trang cho ngi bo v cng tim nng.
Mc d cng c ny khng chnh xc hon ton, nhng n cung cp
cho bn nhng thng tin b ch v tim nng cho th trng ngch
ca bn. Bn cng c th tm c kt qu trong phm vi ton cu.
Nhng thng tin ny l v gi (v min ph na).
Thng th c rt nhiu tim nng cho th trng a phng, y c
l l thng tin tuyt nht dnh cho nhng doanh nghip truyn
thng. Tri ngc vi nhng doanh nghip truyn thng ang cht
vt nhng th trng c mt dn s thp, hay nhng doanh
nghip c th trng ni a ang b bo ha, th kh nng m rng
ra ton cu l rt ln.
47
48
Kh nng tng trng

Hy xem xt quy m ca chnh th trng y, v sn phm hay dch
v m bn c th bn thm cho khch hng c ca mnh. Phn ln
s tin bn kim c chnh l t ngun khch hng .
Nu tip tc bn hng cho cng mt khch hng, bn c th kim
c tin m khng phi tn nhiu cng sc. Rt nhiu doanh
nghip chi cng mt khon tin (hoc nhiu hn) thu ht khch
hng mi bi h ch kim c li nhun t ln bn u tin.
i vi sn phm thi trang dnh cho ngi bo, bn c th bn
nhng th km theo c th tiu dng c nh thc phm gim cn
hoc vitamin dinh dng dnh cho ph n. Th g cn phi thay
th, lm y hoc lp li m khch hng phi mua hng u n.
Phn ln khch hng s vui v khi mua hng t bn thm ln na
(vi iu kin l h hi lng vi sn phm) v h s dng qua v
bn c c lng tin ca h.
Th ngh v bnh x phng m bn ang s dng. Khi s dng ht,
bn s c xu hng mua li cng mt loi m bn dng lc trc.
Thng thng chng ta hay c thi quen s dng i s dng li
cng mt sn phm (tr khi c mt s c ln buc chng ta phi
thay i).
Hy nhn vo tng lai v suy ngm sn phm ca bn s thnh cng
ra sao? N tc ng nh th no n th trng ngch? V nu th
trng ca bn mt i, bn c th ng ph c v tip tc to li
nhun khng?
Nhng cng ty thnh cng tn dng nhng c hi mi trong th
trng ngch ca h v nhanh chng thay i. H c sn nhng
khch hng quen thuc v thu ht thm nhiu khch hng mi khc
trn chng ng ca mnh.
49
3 cch hiu c v th cnh tranh ca bn

Bn cn xem xt nhng yu t no s nh hng n vic kinh
doanh ca mnh. Bn c th cnh tranh mc no? Nu khng
th cnh tranh mc , th liu bn c th cnh tranh mt
mc no khc khng? (V nu khng, bn nn cn nhc n vic
s dng mt m hnh kinh doanh hoc th trng khc).
Di y l 3 yu t chnh gip bn quyt nh xem c th cnh
tranh hay khng.
1. Gi c
C l cch cnh tranh thng thng nht ca cc doanh nghip l

cnh tranh v gi.
Bn h gi c hiu qu, nhng khng phi l k sch tt nht. Mc
d iu ny nghe c v mu thun, nhng i khi tng gi cng c
th lm tng doanh s bn hng.
Khng ch nhn xem sn phm ca bn tn bao nhiu tin, m hy
xem sn phm ca bn mang li gi tr g cho khch hng.
Nu nh sn phm ca bn c th gip khch hng tit kim c
rt nhiu thi gian v cng sc lm mt iu g , th bn ngh
bn s nh gi n bao nhiu?
Bn phi gii thch cho khch hng bit ti sao sn phm ca bn
li xng ng vi ci gi y. Hy phn tch c th v ni chnh xc
li ch ca n l g.
Bn vi gi r nht c th ch em li cho bn li nhun thp v
nhng khch hng km cht lng. Bng cch nh gi cao hn
mt cht, bn c th em n cho khch hng mt sn phm hoc
dch v c cht lng tt hn cng nh to ra sn phm tt hn.
Vi li nhun cao hn, bn s c kh nng chi nhiu tin hn cho
marketing v qung co, t c th d dng thng tr th trng.
50
Bn cng s thu ht c nhiu khch hng c cht lng hn v

h cm thy hi lng hn sau khi mua hng ca bn.
Hy nh rng, mt cch n gin tng gi bn l to nn uy tn
cho bn v cng ty.
Hoc c th bn s tm c cch h gi so vi i th cnh
tranh nhng vn cung cp nhng dch v v sn phm c cht
lng. Rt nhiu doanh nghip thnh cng v lm c vic ny.
Nu vy, hy chc chn rng bn c th gii thch ti sao mi
ngi hiu c lm th no bn c th nh bi i th m
khng n gian cht lng sn phm (nu khng, h s nghi ng).
2. Cht lng
Vic mt cng ty khc bc vo th trng v sao chp chnh xc

m hnh kinh doanh ca bn l rt d dng. Bn phi ngh n vn
ny ngay t u, v hy t gi thit rng nhng cng ty khc
s sao chp t bn.
Vy bng cch no bn c th lm mnh khc bit v ni bt so vi
nhng bn sao (trong tng lai) y?
Thng hiu ca bn ng vai tr rt ln trong vic ny. Nu
khch hng tin tng vo bn v nhng gi tr m sn phm ca
bn mang li, h vn s tip tc s dng d c nhng nh cung
cp khc xut hin.
Hy ngh xem lm th no bn c th thng tr th trng ca
mnh.
Ngoi ra, hy cnh gic nhng cng ty mi bc vo cuc chi vi
cc sn phm thay th. Vng, gi c tt nhin l yu t quan trng
i vi mt b phn khch hng, nhng khng phi vi tt c.
c tnh v cht lng i vi h quan trng hn.
51
(V mt sn phm cht lng s tn ti lu hn so vi mt sn

phm trng vui mt v r tin).
Bn mun nm gi v tr nh th no trong th trng? Sn
phm ca bn c li ch mang tnh chin lc g? V sn phm
ca nhng cng ty khc c li ch no m sn phm ca bn
khng c?
3. Tip th
Trong kinh doanh, bn cn khch hng.

Kh nng thu ht khch hng phn ln ph thuc vo kh nng
tip th ca bn. Mt chin lc tip th tt khng ch mang li
nhng khch hng tim nng mi m cn gip bn bn hng
trc khi sn phm c tung ra th trng.
Mt iu th v l vic bn hng trc khi tung ra th trng li c
hiu qu nht thng qua vic chia s, ch khng phi bn hng.
Thng qua tip th, hy chia s vi nhng khch hng tim nng
ti sao sn phm hay dch v ca bn l tt nht. Vi nhng
doanh nghip truyn thng th internet c th mang li tim nng
rt ln. ng thi, nhng sn phm thng tin mang li rt nhiu
c hi bn c nhiu sn phm hoc dch v hn.
Mt s tht ng bun l c rt nhiu sn phm tuyt vi ngoi
kia nhng li khng bn c mt ng no c.
Chng c mt ci gi rt tt, nhng tnh nng tuyt vi v thm
ch c rt nhiu ngi ang cn sn phm y. Th nhng do k
hoch tip th ngho nn m sn phm y tht bi.
Tri li, c rt nhiu sn phm vi cht lng trung bnh (hay t
hi) li bn chy do b phn tip th xut sc (ng bin sn
phm ca bn thnh mt trong nhng th ny).
52
Hy suy ngh v sc mnh ca tng yu t trn. Lm th no bn

c th xy dng v ci thin vic kinh doanh ca mnh ti u
ha tim nng ca nhng yu t ny?
Thng hiu c nhn v thng hiu cng ty

Mt s ngi xy dng thng hiu c nhn ca h nh mt cng
ty, trong khi nhng ngi khc chn xy dng thng hiu cho
cng ty vi nt c trng ring ca n.
Hy cn thn nu bn quyt nh xy dng thng hiu cho chnh
mnh, v tui th ca cng ty bn c th s b gii hn. Nu bn gp
mt tai nn nghim trng hay qua i, th cng ty ca bn cng s b
nh vy.
V cng s rt kh chuyn nhng hay bn n i khi tn bn
gn lin vi tn cng ty.
Nhng nu iu khng lm bn bn tm th chng c g phi lo
lng c.
Rt nhiu chuyn gia dy rng, ngi mua hng t ngi, nn cch
tt nht l xy dng thng hiu c nhn, ti cng tng tin vo
iu .
Sau ti nhn ra ngi ta mua hng nhng ni m h tin tng.
Nu h tin vo mt nhn hiu th h s vui v mua hng t cng
ty cng nh l nhng c nhn ring bit. Bn s mt nhiu
cng sc hn mt cht xy dng nim tin vo mt cng ty hn
l mt c nhn.
Vi thng hiu cng ty, mt ngi no c th d dng m
nhn li cng ty m khng lm bun lng nhng khch hng hin
ti. Bi gi tr ca cng ty khng ph thuc vo mt c nhn ch
cht no c.
53
i khi mt cng ty qu b ph thuc vo mt nhn vt.

V d nh Apple, mt thng hiu cng ty ln, th nhng hnh nh
ca Steve Job li c sc nh hng rt ln n mc nu chuyn g
xy n vi ng, th trong tng lai cng ty c th s trt dc khng
phanh (v iu ny tng xy ra trong qu kh khi ng ri b cng
ty trong mt khong thi gian).
Chuyn tng t cng xy ra vi Chrysler khi Lee Iacocca n v
ra i.
Mt khc, Richard Branson v Bill Gates l nhng nhn vt xut
chng i din cho cng ty. Th nhng Virgin v Microsoft li
khng b ph thuc vo hnh nh ca h tn ti.
Vng, Richard v Bill nhn c s ch c bit t cng chng,
tuy nhin vai tr ca h trong cng ty hon ton tch bit vi c
nhn h.
Xy dng nim tin l iu phi c thc hin cho d bn chn
xy dng thng hiu c nhn hay cng ty. Ti s ni thm v
iu ny sau.
54
Cc bc hnh ng
Hy ng no - ngay c khi bn bit c sn phm v dch v
ca mnh s l g.
Vit ra tt c cc tng bn c th ngh n v nhng th lin
quan n chng. Th lng mnh ra v cho php bn thn c
ngh n nhng iu ln lao. ng lo lng v vic l tng
in r, khng ging ai hay khng lin quan i chng na.
Bn c thi gian chnh sa nhng iu ny sau.
C cu li cc tng ca bn theo th t m bn cho rng s
c kh nng thnh cng, th v nht v c tim nng tng
trng. Bn cha cam kt vo bt k iu g c, ch mi bt
u kho st m thi.
Vo
cng
kha
ca
Google
ti
www.dlwmmm.com/keyword v kim tra xem c nhu cu no

t th trng cho tng ca bn hay khng.
Quyt nh xem bn s cnh tranh theo cch no vi nhng
tng khc bit ca mnh. c tnh no l c o nht v lm
th no bn to c s khc bit v gi c?
Suy ngh v vic bn mun xy dng thng hiu cho chnh
mnh hay thng hiu cng ty.
55
Chng 4
Yu T Ct Li Ca Kinh Doanh Trc Tuyn
"ng lp li nhng cch gip bn chin thng, m hy ty c ng bin
trong nhng tnh hung khc nhau."
Sun Tzu
56
Yu t ct li ca kinh doanh trc tuyn

Ti rt kh chu khi c nhng li ni di, nhng mnh li v
nhng quan im sai lm v vic to lp v iu hnh doanh
nghip trc tuyn.
Vic tip th sn phm k thut s trc tuyn thc t d hn bn
ngh.
Bn cn phi lm 3 vic: 1. Xy dng sn phm. 2. Xy dng danh
sch khch hng tim nng trong th trng ngch ca bn. 3. Pht
trin mi quan h vi khch hng tim nng.
Tt c ch c th!
Cng c nhiu ngi thch v tin tng, bn cng d bn sn phm ca
mnh. Sau , h s sn lng mua nhng sn phm tip theo ca bn.
Sn phm ca bn s nh th no?
Trc khi bt tay xy dng doanh nghip trc tuyn u tin, tt
hn ht l bn nn ngi xung v quyt nh xem sn phm thc s
ca mnh s nh th no.
Vi mt tm nhn xa, bn c th ln k hoch trong tng lai cho sn
phm ca mnh, ng thi ti u ha quy trnh bn hng.
Nu bn ang iu hnh mt doanh nghip truyn thng, hy ngh
xem lm cch no p dng nhng kin thc chuyn ngnh vo
vic to ra mt sn phm k thut s.
Ti s ly v d c th cho tng loi sn phm. B quyt nm ch
bn nn suy ngh theo nhiu phng din, ng tp trung qu nhiu
vo chi tit, m hy hng n cc nguyn l tng qut.
Hy xem qua nm loi sn phm sau.
57
1. Sn phm ch vit
Sn phm ch vit c th c to ra mt cch n gin,

nhanh v r nht. Tuy nhin, chng cng to ra t li nhun
trc tip nht.
E-book l mt v d ca loi sn phm ny. Bn khng cn bt k
vn u t g - ch cn b thi gian nghin cu ch ri vit ra
(hoc thu ngi vit h).
Bn cng c th to ra mt kha o to trc tuyn (e-course).
Bn ch cn thit lp mt mu ng k n gin khch hng
ng k kha hc. Sau , bn a ni dung kha hc vo hng
lot email c thit lp sn v t ng gi n khch hng mt
cch t ng.
Sn phm ch vit gip bn xy dng s tin cy v uy tn cng nh
thu ht khch hng tim nng.
Khi bn phn pht i nhng sn phm min ph nhm mc ch
thu ht khch hng tim nng, bn s chim c lng tin ca h.
Hoc cng c th l cc sn phm gi r, hng khch hng
tim nng n cc sn phm gi cao hn.
Nu bn l ch mt ca hng hoa ti, hy th cn nhc mt
quyn sch v ngh thut cm hoa v cch la chn hoa ph hp
trong cc s kin c bit khc nhau. Ni dung ny cng gip bn
to nn mt kha hc trc tuyn th v.
Bn cng c th vit mt bi min ph v cch gi hoa ti lu
hn sau khi ct, hoc mi sai lm ngi bn hoa thng gp nht
khi lm mt b hoa.
Nu bn l mt th sa ng nc, hy th ngh v vic vit mt
bi min ph v 10 bin php ph bin gip ngi th lm vic
nhanh v cht lng hn.
58
Khi lm vic ny, bn s xy dng c lng tin trn gi thuyt

(mi ngi s ngh vy v khi bn ch ra nhng sai lm thng
thng ny, chc bn s khng phm phi chng. Hy vng y l
mt gi thuyt ng n).
Bn c th s dng nhng bi vit ny xy dng danh sch cc
khch hng tim nng. iu ny c th hu ch khi bn mun a
ra mt t khuyn mi trong thi gian ngn. c bit, n cng
cho php bn thc hin qung co vi chi ph bng khng m li
thu c kt qu nhanh chng nht.
2. Sn phm m thanh (Audio)
Sn phm m thanh i hi phi n lc nhiu hn mt cht so

vi sn phm ch vit, nhng cng thuc vo loi d. Bi v m
thanh mang gi tr nhn thc cao hn nn bn c th a ra mt
mc gi cao hn so vi sn phm bng ch.
Hy ly quyn e-book bn vit v thu m li. Nu bn khng thch
ging ca mnh, bn c th nh ngi khc c h.
Tht d dng tin hnh mt bui chuyn trc tuyn qua
in thoi. Hy mi mt chuyn gia nghe cuc gi ca bn v
phng vn h. Mi cc thnh gi khc t cu hi trong lc bn
dn dt cuc tr chuyn nhm em n nhiu thng tin b ch
cho h.
Bn c th thc hin cc cuc phng vn qua Skype. Trong khi
ghi m cuc gi, hy t ra nhng cu hi kch thch suy ngh cho
ngi bn ang phng vn. Sau bn c th bin tp nu cn,
hoc ghi chp li lm t liu phc v cho sn phm bng ch.
Mc d ti nghe gi ny nhiu ln, nhiu ngi vn pht
l v ngh rng n khng d thc hin cht no. Khng phi
nh vy.
59
Ti bit nhiu sn phm c to ra theo cch ny ch trong vng

mt hay hai ngy. Mt khi bn c h thng sn sng, c th ni
vic to ra cc sn phm m thanh tr nn nhanh chng v d
dng hn bao gi ht.
Nu bn ang t chc mt chng trnh hun luyn hay o
to no , th vic to ra mt bn ghi m cho kha hc l iu
cn thit.
Nu bn ang iu hnh mt bnh x chm sc sc khe bng
liu php thin nhin, th vic ghi m chng trnh phng vn vi
nhng chuyn gia hng u c th s lm n by cho bn theo
rt nhiu cch khc nhau.
Bn c th bn n qua mng cho nhng khch hng qu xa
khng th gp bn trc tip. Bn cng c th bn cho nhng
khch hng hin ti, hoc dng lm qu tng cho khch hng gh
thm ln u.
Bn c th s dng n nh mt cch xy dng s tin cy thng
qua cc mi lin h hp tc (mt chin lc n gin nhng hiu
qu xy dng uy tn).
Khi ngi khc thy tn v hnh nh ca bn bn cnh cc nhn
vt ni ting hoc ngi ng u trong mt th trng ngch c
th no , bn cng s c hng ly mt cht uy tn t h.
iu ny hon ton din ra trong tim thc, v nh vy m n tr
thnh mt phng php c tc ng v cng mnh m.
3. Sn phm video
Vi nhng cng c d s dng ngy nay, video c th l mt cch

nhanh chng v d dng to ra sn phm k thut s v em
n cho bn rt nhiu tin. Video c gi tr nhn thc cao hn so
60
vi sn phm bng ch hay m thanh nn bn c th a ra mc

gi cao hn.
Nu bn khng quen vi vic to ra sn phm video, th bn phi
tn nhiu thi gian hn (tr khi bn thu nhn lc bn ngoi
lm vic ny). Nhng c l ro cn tm l l l do ln nht khin
nhiu ngi ngi lm sn phm video.
Hy gh trang www.dlwmmm.com/screener, bn c th dng
mn hnh quay video, t c th xy dng ni dung. Bn
khng cn bt k phn mm hay my quay no khin n tr
nn d dng hn.
Chng ta s tm hiu thm v nhng k thut v cc chi tit
lm nn nhng loi sn phm ny sau. Cn by gi hy tp trung
ch vo cc c hi v tim nng ca tng loi sn phm.
Khi bn to ra nhng on video ngn, bn c th dng n thu
ht lu lng truy cp website. Mt on clip hay c th gip
danh sch khch hng tim nng ca bn tng ln nhanh chng
nh vic dn u trn YouTube hoc cc trang mng video khc.
Thc hin phng vn qua video cng rt d tin hnh. Ging nh
nhng cuc phng vn bng m thanh, bn c th mi mt
chuyn gia trong lnh vc ca bn tham gia vi t cch l khch
mi. Ch cn ghi m cuc gi video qua Skype ca bn, hoc cuc
phng vn trc tip vi nhng thit b t tn km.
Hi ngh chuyn trc tuyn (webinar) l mt cch khc xy
dng ni dung video (ging nh quay phim mt s kin ang
din ra). Ch cn thuyt trnh phn ni dung v thu hnh li, chnh
sa li i cht sau khi hon thnh, v th l sn phm ca bn
sn sng ra mt.
61
iu tuyt vi nht ca sn phm video l: n c th l mt cch

hu hiu xy dng lng tin. Mi ngi dn cm thy quen
thuc vi hnh nh ca bn trong video, do vic xy dng mi
quan h tr nn d dng hn.
Nu bn l th sa xe hi, hy cn nhc vic lm mt vi video
trn YouTube v nhng mo vt sa cha c bn ti nh. i vi
nhng ngi cn n n, h s nh n bn khi gp cc vn
phc tp hn.
Ngi bn xe hi qua s dng cng c th lm mt s video v
nhng iu cn quan tm khi mua xe hi c. Bn c th cung cp
thng tin ny min ph thng qua cc qung co trn bo hoc
website ca bn.
Nu bn lm tt, mi ngi s chia s cc video ny v bn s thu
ht thm c nhiu khch hng tim nng.
Cc gio vin v thut cng nh m nhc c th d dng to ra
cc kha hc qua video bn cho hc sinh nghin cu thm
nh, hoc nhng hc sinh xa khng th n lp hc trc tip.
Hy nh rng, vic ny khng ch gip bn kim thm ngun thu
nhp th ng, m cn gip bn xy dng uy tn, t c th
tng mc hc ph ca kha hc.
4. Trang thnh vin
Cc trang thnh vin c th mang n cho bn ngun thu nhp

nh k mc d n khng thng ko di nh a s mi ngi
mong mun.
Mt thc t ca cc trang thnh vin l mi ngi thng ngng
tham gia ch sau khong 3 - 4 thng. Ti ngh bn hy s dng
m hnh nh git thay th. y l loi chng trnh c thi
gian c nh, v d l 6 thng.
62
Bng cch ny, bn gia tng thi gian trung bnh mt ngi s
dng chng trnh ca bn v bn ch cn xy dng mt s lng
ni dung c nh. (Vn chnh vi cc trang thnh vin khng
thi hn l phi to ra ni dung mi vo mi thng).
Nu bn ang kinh doanh dch v t vn ti chnh, bn c th d
dng thit lp mt trang thnh vin gip khch hng cp nht cc
thng tin mi nht v tin t v chng khon.
Quay li v d v gio vin v thut hay m nhc, mt kha hc
qua video c th c chia thnh nhiu phn nh v cung cp dn
cho hc vin.
Cc trang thnh vin gi tr nht s bao gm tng hp video, ch
vit, m thanh km theo cc ngun dn v bn tin cp nht mi
nht v th trng trong lnh vc ca bn.
5. Sn phm phn mm
Vic to ra mt sn phm phn mm cn kh hn nhiu so vi

vic sn xut cc sn phm video, m thanh hay ch vit.
Xy dng phn mm c th km theo nhiu ri ro cao. Nhng
mt khi n c hon thnh, bn c th kim c mt khon li
nhun rt ln v thm ch ko di sut cuc i bn.
Nu bn mun i con ng ny, tt nht l bn nn c mt s
kinh nghim nht nh trong vic pht trin mt vi loi sn
phm khc trc. C rt nhiu ngi mt trng ton b gia ti
ch v khi nghip vi vic pht trin phn mm.
Phn mm tr ph hng thng l mt m hnh tuyt vi nu bn
bit cch s dng n hiu qu. Nhng dch v cung cp h thng
tr li th t ng l mt v d tiu biu cho phn mm tr ph
hng thng.
63
Mi thng bn phi tr tin s dng dch v ca h. Nhiu

ngi tin tng vo h thng tr li th t ng sn sng tr tin
s dng dch v cho n khi hot ng kinh doanh ca h
khng tn ti na.
Phn mm qung co cng l mt m hnh kim ra tin. M hnh
ny s hot ng tt nu bn c mt lng khn gi hng hu, v
c th c pht tn thng qua mng li phn mm min ph.
Nu bn c mt tng hay cho sn phm phn mm, nhng
khng c kinh nghim, hy suy ngh n vic hp tc vi ngi c
kh nng. Vic ny gip bn tit kim rt nhiu cng sc, thi
gian nghin cu v tin bc. Ngoi ra, d n ca bn c nhiu kh
nng thnh cng hn v thc s hi ra tin.
C mt gi dnh cho cc doanh nghip nh l nh ai vit
gip bn mt phn mm nh gn, n gin m hiu qu. Bn c
th dng n lm qu tng thu ht khch hng tim nng, hoc
cm n nhng khch hng hin ti.
V d: mt chuyn gia v gim cn c th nh mt lp trnh vin
thit k mt phn mm gip khch hng theo di qu trnh gim
cn, tnh ton ch s BMI v c tnh lng calo trong cc ba n
khc nhau.
Hy chc chn rng bn c ng logo cng ty ln sn phm v
nh km mt ng dn ti website ca bn lm tng thm s
tin cy cng nh kh nng qung b rng ri khi mi ngi chia s
phn mm vi bn b v ngi thn ca h.
64
Cc bc hnh ng
Bn c th p dng cc loi sn phm khc nhau vo cng vic
kinh doanh hoc th trng ngch ca mnh bng cch no?
Nu bn ang s hu mt doanh nghip truyn thng, hy cn
nhc vic lm th no ng dng cc sn phm k thut s
gia tng uy tn, thu ht khch hng tim nng v to thm
ngun thu nhp th ng cho cng ty mnh.
Hy ngh cch lm th no bn c th lin kt vi cc sn
phm khc tng doanh thu hoc hng hoa hng i l t
cc tng cho cc sn phm khc nhau ca bn.
Chng ta s tho lun vn ny chi tit hn nhng chng
sau, cn by gi hy xem bn c th a ra nhng tng no.
65
Chng 5
am M Hay Li Nhun?
"am m l ngun gc to nn bc k ti."
Anthony Robbins
66
am m hay li nhun
am m hay li nhun?
Bn theo ui mt cng vic kinh doanh v tin hay thc s am
m n?
Nu bn khng tn tm hoc khng hiu bit nhiu v th trng
ngch m mnh chn, bn c th gp phi rt nhiu kh khn
sau ny.
V d, dch v chm sc khch hng s khin bn cc k vt v (v
nhm chn) khi phi tr li nhng cu hi lin quan n lnh vc m
bn ch bit cht t (tt nhin, v lu di bn s mun thu nhn s
lm vic ny. Th nhng ban u tt nht bn nn t tri nghim
v khm ph, t bn c th hiu r hn nhng vn hoc mi
bn tm ca khch hng).
5 l do theo ui am m
1. Nim vui
Nu th trng ngch ca bn l dy cch nu mn n m bn

khng h hng th vi n, chc chn vic kinh doanh s khng
mang li nim vui cho bn. S tht nhm chn khi bn phi
nghin cu, bn hng v h tr khch hng v mt ch m bn
khng thch.
2. Th cho hng thuyt phc hn
Khi bn c kinh nghim cng nh hiu bit r v sn phm ca

mnh, bn s c kh nng truyn t tt hn.
Kin thc v lng nhit huyt to thnh mt s kt hp v cng
mnh m. iu ny s gip bn vit mt bc th cho hng mt
cch t nhin v hiu qu hn.
67
Mt trong nhng phn kh nht ca vic vit mt bc th cho

hng hiu qu l phi hiu r v sn phm v tm l khch hng.
Ch cn c nim am m, bn s thc hin c iu .
3. Kim c nhiu tin hn
Mt khi bn hiu r th trng ngch ca mnh, bn s bit c

nhng sn phm no khc (ngoi sn phm chnh ca mnh) c
th mang li li ch cho khch hng.
Do , bn s c c hi gii thiu vi nhng khch hng m bn
xy dng c mi quan h v lng tin v nhng mt hng lin
quan ny.
4. Gia tng lng trung thnh
Nu bn chia s chung mt nim am m vi khch hng, h s

xem bn nh chnh bn thn h. Mt khi h thch bn, h s cng
tin tng bn hn.
Nim tin s hng khch hng n s tha mn, s cam kt v
cui cng l tng doanh s.
5. Pht trin mng li quan h
Nhiu kh nng bn s nhn c s gip t cc mi quan h

sn c ca mnh. Nhng ngi bn c chung nim am m c
th mun gip bn xy dng ni dung, knh phn phi v cc
lnh vc khc.
Mt trong nhng vic tn thi gian nht ca bt k doanh nghip
no l xy dng danh sch cc mi lin h. Bt c ngi no bn
bit u c th to nn s khc bit. Hy tit kim thi gian bng
cch tn dng ti a nhng g bn ang c.
68
am m hay li nhun
Th trng rng hay th trng hp?

Th trng l mt khu vc, i tng hay ch m bn xy dng
sn phm xung quanh n. Bn c th chn th trng rng hoc
th trng hp.
1. Th trng rng
Mt v d ca th trng rng l gim cn.

Mc d th trng rng nhm n mt s lng ln ngi tiu
dng, nhng c th s rt kh thu ht c s ch gia
m ng.
Hoc bn c kh nng thu ht c nhiu ngi, nhng ng
thi cng phi i mt vi rt nhiu s cnh tranh. Thm na, t
l mua hng cng thp hn do thiu s tp trung, hoc khch
hng c qu nhiu s la chn.
2. Th trng hp
Mt v d ca th trng hp l gim cn cho cc bn n t 13-19

tui. Mt th trng hp r rng hn l gim cn cho cc bn n
chu t 13-19 tui b mc bnh tiu ng.
Mc d th trng hp c t khch hng hn, nhng s d nhm
ti hn bi h ang tm kim mt iu g c th.
Mt khch hng ln Google tm kim gii php gim cn c th
s truy cp vo trang gim cn cho cc bn n t 13-19 tui.
iu ny c th c ph vi h - hoc khng.
Tuy nhin, nu ai ln Google v tm kim gim cn cho n
gii t 13-19 tui v i n trang gim cn cho cc bn n t 1319 tui, th y l mt s kt hp tuyt vi, bi v bn ang gii
quyt vn c th cho h.
69
Mc d ni dung c th tng t nhau, nhng ngi ta s cm

thy ni dung ca bn ph hp hn khi bn thu hp phm vi i
tng ca mnh li v ni chuyn trc tip vi h.
Bng cch tp trung vo cc th trng hp, bn ang gia tng c
hi c tm thy (v gim s cnh tranh) v bn c hng (v
ngi ta thch mua nhng g ph hp vi h nht).
Bn c th thng xuyn sao chp v sp xp li thng tin cho
ph hp vi nhiu i tng nhn khu hc khc nhau nu ni
dung cho php. Cch ny gip bn tip cn c vi nhiu ngi
hn v ti a ha t l mua hng.
V d, i vi mt doanh nghip truyn thng, mt ngi th
in c th cung cp dch v dnh ring cho nhng ngi gi
hoc cc ca hng bn l.
Trong khi chuyn mn cho php h lm c hai vic trn, nhng
bng cch nhm n mt th trng c th, h s c thm nhiu
c hi ni bt hn vi i tng khch hng mc tiu ca mnh.
B quyt lm bn ni bt trong m ng cc k n gin ni
chuyn trc tip vi nhng ngi bn mun hng n.
Cng ging nh khi bn nghe gi tn mnh gia mt rng ngi
ang ni chuyn, th vic tip th ca bn cng s ni bt nh th
trong th gii qung co x b ngy nay.
3 cu hi phi tr li nhm m bo th trng ngch ca bn c

kh nng sinh li
Vic xy dng mt sn phm ph hp vi nim am m ca bn rt
ng hoan nghnh, nhng n cn phi c kh nng sinh li na. C
nhn ti trong lc tp trung vo th trng ngch m ti yu thch, ti
vn c th kinh doanh bt k lnh vc no tim nng. Ti sao ?
70
am m hay li nhun
Bi v am m ca ti l kinh doanh v tip th. Ch n gin th thi!

Ti yu cc quy trnh v do , nim am m chnh ny l ng lc
thc y ti lm vic nhiu hn l bn thn cc th trng ngch.
Cuc sng khng c g l chc chn c, ba cu hi ny s gip bn
m bo kh nng sinh li cao nht ca th trng ngch m bn
chn.
1. Xc nh xem khch hng ang tm kim iu g?
Mt cch tt nht bit khch hng ang tm kim iu g l vo

trang www.dlwmmm.com/seo - mt blog (nht k in t) hng
u v SEO (Search Engine Optimization Ti u ha b my
tm kim). Sau khi ng k mt ti khon min ph, hy g t
kha th trng ngch ca bn vo thanh tm kim.
By gi bn s bit c chnh xc bao nhiu ngi ang tm kim
t kha . N cng chia nh t kha bn ang tm kim ra v
cung cp thm nhiu kt qu ca cc t kha lin quan khc.
Thng thng nhng t kha ny s hng bn n cc th
trng ph mi m c l bn cha bao gi ngh n. Ti khuyn
khch cc doanh nghip nh lm iu ny, v c rt nhiu
ngi pht hin ra th trng hay cch ng dng nhng sn phm
v dch v ca chnh h m h cha tng ngh n.
Ngoi ra, cng c ny cng rt tuyt vi nu bn mun c xp
hng trn cc b my tm kim (nh Google, Yahoo, Bing...) v
cung cp thng tin gi tr cho nhng ai ang tham gia vo cuc
chi SEO.
Nu bn mun thc hin cc cuc tm kim a chc nng th
www.dlwmmm.com/trends l mt cng c tuyt vi khc ca
Google. Bn c th tm kim nhng t kha ph bin nht - theo
ma v theo quc gia.
71
Bn cng c th so snh s lng tm kim gia hai hay nhiu t

kha khc nhau. Google Trends s kt hp tin tc vi cc s kin
gii thch l do ti sao lng tm kim c th ln xung dao
ng bt thng trong mt thi gian nht nh.
Hn na, bn c th tm hiu mt th trng ngch no c hp
dn hay khng bng cch nhn vo Google Hot Trends (Cc xu
hng nng hi). ng dng ny s a ra 100 kt qu tm kim
cao nht trong mt gi va qua. N cng s gii thiu cho bn cc
blog cng nh cc cu chuyn, tin tc mi.
www.dlwmmm.com/keyword cng gi cho bn v gi ca mi
ln nhp chut. iu ny hu ch khi bn mun bit chi ph
qung co trn Google tn km bao nhiu. Nu mc cnh
tranh cao th chc chn rng nhiu ngi cng ang tm kim
trong th trng ngch ny.
2. Th trng ngch ca bn c kh nng sinh li khng?
Truy cp www.dlwmmm.com/cb. Clickbank l mt ch in t

vi hn 9.000 sn phm v cung cp s liu thng k cho tt c
cc sn phm ca h.
G t kha th trng ngch ca bn vo v ch xem iu g xy ra.
bit c mc sinh li ca th trng ny, gravity (sc ht)
l mt ch s tham kho c gi tr. Bn c th bit bao nhiu sn
phm c lm ra, bao nhiu phn trm hoa hng c chi tr, v
phn trm doanh s c c nh s gii thiu ca cc cng tc vin.
Ch s gravity bng 0 c ngha l sn phm khng bn c. Nu
mt sn phm c ch s gravity bng hoc ln hn 30, c ngha l
sn phm y ang bn n. Nu ch s gravity ln n hng trm,
sn phm ang bn rt chy. (Ch s Gravity c th ln ti
1.000, nhng rt him)
72
am m hay li nhun
Truy cp vo trang www.dlwmmm.com/google. G t kha th

trng ngch ca bn vo khung tm kim v hy xem c bao
nhiu qung co xut hin bn tay phi.
S lng qung co nhiu c ngha l mi ngi ang chi tin
nhm thu ht thm lng truy cp vo website ca h. V nu h
ang chi tin, th cng ng ngha l h c kh nng kim tin t
lnh vc ny.
Nu khng hoc c rt t qung co xut hin, vic trnh xa th
trng ngch c th s l iu tt. Tuy nhin, chnh bn s l
ngi phi quyt nh xem th trng ngch ca mnh l mt m
vng cha pht hin ang ch khai ph, hay ch l mt th trng
khng c kh nng sinh li.
Vic xem xt cc tham s khc trong chng ny cng mt s suy
lun thng thng s gip bn ra quyt nh. Nu bn vn cha
chc chn, c mt s bi kim tra th trng m bn c th thc
hin nhng ti s cp sau.
Cn lu n v tr hoc quc gia m bn tin hnh tm kim
thng tin. Nu bn g t kha Australia, bn s nhn c kt
qu khc so vi M.
Bn c th t chnh sa li v tr cho chnh xc, iu ny c bit
gi tr khi khch hng mc tiu ca bn ang mt khu vc khc.
Hy truy cp trang www.dlwmmm.com/flip. Flipper l mt a
ch ni ting chuyn mua bn cc website c hoc mi. Flipper c
th gip bn quyt nh xem th trng ngch ca mnh c kh
nng sinh li hay khng, bi v bn c th thy nhng website
khc trong cng th trng ang hot ng nh th no.
Nhng ngi ch website phi cng khai s tin h kim c,
l mt trong cc thng tin phi c lit k trn Flipper.
73
Ch rng khng phi lc no bn cng tm c kt qu. Nu

th trng ngch ca bn c xc nh mt cch c th v chi
tit, c th bn s khng tm thy website no tng ng. V mt
lu khc l khng phi s liu cng khai no cng ng.
3. Bn c th to ra lng truy cp min ph khng?
Khi bn bt u khi nghip vi mt ngn sch hn hp, vic thc

hin chin lc qung co website vi chi ph bng 0 tht s rt
quan trng.
C ba cch d dng to ra lng truy cp website min ph
(chng ta s i vo chi tit sau):
1. Cng tc vin (Affiliate) (khng hon ton min ph, nhng
bn khng tn chi ph tr trc).
2. SEO (lng truy cp n t cc cng c tm kim mt cch t
nhin m bn khng phi tr tin).
3. Cc nhm hoc din n (ring bit hoc lin quan n th
trng ngch ca bn).
Hy m bo rng th trng ngch ca bn c th p dng t
nht l mt, l tng l hai hoc thm ch ba phng php to ra
lng truy cp website k trn.
74
am m hay li nhun
Cc bc hnh ng
Xem xt qua mt lt danh sch cc tng ca bn. Cn nhc
xem c c hi no nhm sn phm hoc dch v ca bn
vo cc th trng hp khng.
S dng cng c tm kim trong chng ny m bo rng
c s lng khch hng tim nng cho mi tng.
nh gi cc tng ca bn da trn s am m v kh nng
sinh li ca d n. Mt iu rt quan trng l bn phi tht s
yu thch n - m bo rng vic bin tng thnh hin thc
l mt cng vic th v i vi bn.
Gt b bt c th g m bn bit chc rng s khng mang li
kt qu do thiu khch hng hoc thiu am m. Hy bt u
thu hp cc tng ca mnh li.
75
Chng 6
Thnh Cng Ti Chnh
Ph Thuc Vo i Nhm
Lm vic theo nhm l kh nng lm vic cng nhau hng ti mt s

mnh chung, kh nng bin i thnh qu c nhn thnh mc tiu ca t
chc. N chnh l ngun nhin liu cho php ngi bnh thng t c
nhng kt qu phi thng.
Andrew Carnegie
76
Thnh cng ti chnh ph thuc vo i nhm

Cho d bn ang theo ui m hnh kinh doanh no, nu khng c
i nhm, bn s gp rc ri. C th khng phi ngay lp tc, nhng
s sm hn bn ngh.
Khng c i nhm vng chc h tr pha sau, cng vic kinh doanh
ca bn hoc s khng bao gi khi sc, hoc s nhanh chng sp .
C rt nhiu nh tip th trc tuyn lm vic qu sc v vng phi
nhng kh khn do chnh h to ra. Mi ngi thnh cng m ti
bit c u c s gip t i nhm.
iu ny khng c ngoi l (ti gp mt vi ngi c kin tri
ngc nhng khi hi h chi tit hn th s tht sm chng minh iu
ngc li).
Bn khng c tin thu nhn vin? (y khng phi l mt l do
hp l). Hay bn mun lm mi th theo cch ca mnh? (y l
mt trong nhng iu kh khc phc nht i vi rt nhiu ngi,
trong c c ti.)
Nu bn vn cha c mt i nhm, hy thnh lp ngay by gi.
Bt k ai thnh cng rc r u s ni vi bn cng mt iu rng
- h khng th t c s thnh cng hay giu c m khng c
s gip ca ngi khc. iu ny hon ton ng vi nhng
nh son nhc, ngi sao in nh, vn ng vin th thao v cc
doanh nhn.
Lm th no nhng ngi bnh thng c th kim c nhng

khon tin khc thng?
Lm vic theo nhm l kh nng lm vic cng nhau hng ti
mt s mnh chung. N chnh l ngun nhin liu cho php ngi
bnh thng t c nhng kt qu phi thng.
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Cng nhiu ngi chung mt i, c hi to ra cc khon tin khng

l cng tr nn thc t m khng ch l mt gic m xa vi.
Nhng gng mt ni bt nh Richard Branson khng lm tt c
mi th mt mnh. H khng phi l ngi c bit hay gii hn
ngi khc. Chnh i nhm xung quanh gip h tr nn thnh
cng - nhng ngi cng nhau thc hin s mnh chung.
5 l do bn cn i nhm
1. Hon thnh nhiu vic hn (v nhanh hn)
Mt khi bn xy dng hp l c cu doanh nghip ca mnh

cng nhiu ngi song hnh cng bn, mi vic cng c tin
hnh nhanh chng, nhng trn gi thuyt l h c phn b
mt cch ng n. Nu bn khng cn thn, trng hp ngc
li c th xy ra.
Nu bn ging ti (v ti tin rng hu ht cc ch doanh nghip
u nh vy), bn mun tt c mi th u phi c hon thnh
sm nht c th.
C mi ngi tham gia vo i nhm ca bn m nhn lnh vc
m h thnh tho s gim bt gnh nng cho nhng ngi khc.
Mi th s tr nn d dng hn v gip cng ty ca bn pht trin
mt cch nhanh chng.
2. Cht lng chuyn gia
Khi mi bc chn vo lnh vc Internet Marketing, ti t mnh

xoay s mi vic: t thit k ha, to ra sn phm, vit th
cho hng, hc ngn ng lp trnh, thu ht khch hng tim nng
v ti u ha kt qu tm kim. Bt c vic g cn lm, ti u th
v t mnh lm tt c.
78
By gi ti c nhng chuyn gia m nhn cc lnh vc chuyn

mn ca h. Kt qu l vic kinh doanh ca ti cng ngy cng
ln mnh.
Nhng chuyn gia ny hon thnh cc cng vic tt v nhanh hn
ti nhiu, gip ti tit kim c thi gian, tin bc v trnh
nhng cn au u khng cn thit.
Mt li ch khc khi bn c cc chuyn gia lm vic cho mnh
l bi thuyt trnh qung co cng nh cht lng sn phm s
c ci thin. iu ny s gip tng doanh thu v s hi lng ca
khch hng i vi cng ty.
Nu bn ngh rng bn - mt ngi m nhn tt c cc vai tr c th nh bi nhng cng ty vi mt i ng chuyn gia hng
mnh, th c th bn ang o tng hoc t la bn thn rng
mnh c th lm tt c nhng vic mt mnh.
Vng, bn vn c th kim c tin nhng khng nhiu nh
bn c th; v nhng sn phm cng nh dch v ca bn s thua
km h.
D nhin c nhng trng hp ngoi l him hoi, nhng nu bn
thch nhng iu hy hu nh vy th bn cng c th chi x s
m khng cn phi qu mo him vi cng vic kinh doanh ca
mnh nh vy.
3. c h tr nhiu hn (v vui hn)
Khng nghi ng rng bn c th s tri qua nhng ngy ti t nh

ang a ngc. Bt k ngi no thnh cng cng u phi i
mt vi rt nhiu th thch trn sut chng ng ca mnh. Khi
cm thy nn lng, kit sc v mun bung xui tt c, bn s
thy kh hn khi c ng i bn cnh.
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i nhm nn l nhng ngi tin tng bn, tin vo tm nhn ca

bn v sn phm m bn to ra. Nu bn tm c nhng ngi
nh vy, h s gip bn vt qua nhng khong thi gian kh
khn .
Ngoi ra, i nhm cn lm cho cng vic tr nn vui hn, v vy
hy chc chn bn c nhng ng i c th ci cng mnh.
iu ny s gip cho cng vic bt cng thng v th v hn.
Hy nh rng kinh doanh ging nh mt tr chi, bn s mun
c mt i chi tt bn cnh mnh. Cng chi vi nhng ngi
c am m, ti nng v chn thnh s khin tr chi th v hn
rt nhiu.
Ti t chi lm vic vi nhng ngi khng p ng ba tiu
ch trn. tm c ngi thch hp th vic ch i rt xng
ng. S vi vng c th gip bn gii quyt nhng vic trc mt
nhng s gy ra cho bn nhiu vn v sau hn.
4. M rng mng li sn c
Mi ngi u c mng li ca ring h. Bn s khng bao gi

bit c lc no mnh cn n nhng nhn ti, c k nng hoc
nhng thng tin lin h nm n trong cc mng li m nhng
ngi trong i nhm ca bn ang nm gi.
V d, ti c hai trong s nhng lp trnh vin gii nht ca mnh
thng qua li gii thiu ca thnh vin trong nhm. Khng cn
tn thi gian tm kim, phng vn v kim tra, ch thy rng h
khng ph hp.
Khng c doanh nghip no l mt hn o c lp. Bn cn c
cc mi lin h.
Bit cch tn dng mng li ca cc thnh vin trong nhm s
lm tng tc pht trin cng vic kinh doanh ca bn.
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5. Kim c nhiu tin hn
Bn bao gi nghe ai ni rng h khng mun chia s khi

lng cng vic v khng mun chia s li nhun?
S tht l, khi bn t m nhn cng vic ca cc thnh vin trong
nhm (nhng ngi c chung tm nhn, k nng ph hp v thi
ng mc), li nhun m bn c th to ra s thp hn rt
nhiu so vi khi lm vic cng h.
Hy nh rng ch vit tt ca t TEAM (i nhm) l:
Together Everybody Achieves More (Cng nhau mi ngi
t c nhiu hn).
i nhm s gip bn c nhiu thi gian hn tp trung vo
nhng g bn thch nht, to ra sn phm tt hn, nhiu nim vui
v kim tin nhiu hn.
Vy th bn cn ch g na?
4 cch c cu i nhm ca bn
C rt nhiu cch xy dng v c cu i nhm ca bn:
1. Nhn vin
Trong mt doanh nghip in hnh, nhn vin l m hnh thng

thng xy dng i nhm.
Tiu biu l cc nhn vin lm vic gn nhau trong cng mt mi
trng vn phng. Li th ca nhn vin l h (nn) c nhng
cam kt lu di v trung thnh vi cng ty.
Nhc im l chi ph thu nhn vin rt tn km v c rt nhiu
trch nhim lin quan n php l nh chm sc sc khe, ch
ngh hu v ngh m. Nu bn nhn ra rng mnh tuyn dng
sai ngi th vic sa thi nhn vin cng l mt iu kh khn.
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Cc nghin cu cho thy rng trong mt ngy tm gi lm vic

in hnh, ch c mt ting ri n hai ting l nhn vin lm
vic thc s nng sut. khng phi l mt chi ph hiu qu!
V d nh bn tr nhn vin 20 -la/mt gi lm vic, th thc t
bn ang tr cho h 160 -la/mt ngy cho hai gi lm vic c
nng sut tht s.
2. Nhn lc bn ngoi (Outsourcing)
Tt c chng ta u quen vi vic thu nhn lc bn ngoi trong

lnh vc Internet Marketing. l cch ph bin m rng i
nhm cng nh nhiu chuyn gia dy rng bn c th t c
cng vic cht lng cao vi mt chi ph rt thp.
Bn cng c th tn dng li th ca vic cc thnh vin trong
nhm cc mi gi khc nhau (trng hp bn thu nhn lc t
cc nc khc).
iu ny c ngha l bn c th i ng vo ban m v yn tm
rng vic g s c hon thnh vo sng hm sau. Ti u ha
thi gian lm vic s gip cho vic kinh doanh ca bn lun pht
trin vi tc cao.
Mt li th khc ca vic thu nhn lc bn ngoi l bn ch cn
tr cho h theo khi lng cng vic, khng c mc ti a hay ti
thiu cho s lng gi lm vic.
Tuy nhin, hy xem qua nhng bt li ca vic thu nhn lc bn
ngoi:
Bn phi mt mt thi gian di tm ra mt ngi c nng lc
ph hp.
C nhn ti phi mt hng nghn -la v hng gi ng h
chn nn tm kim ngi ph hp. Giao tip cng l mt vn
nu nh ting Anh khng phi l ngn ng bn x ca h.
82
Khng kin nh l mt vn ln hn. Ti tng lm vic

vi nhiu ngi mang li kt qu ng kinh ngc khi h mi
bt u lm vic, nhng ch mt tun sau iu ny dng
nh hon ton bin mt.
Nguyn nhn thng l do ngun nhn lc bn ngoi lm vic v
tin. H khng bit khi no s c cng vic tip theo. H ng
lm vic cho d n ca bn, c l bi v lc h khng cn vic
g khc lm c.
Sau t nhin h nhn thm cng vic t nhng ngi khc v
tp trung vo ba, bn hay nm cng vic cng mt lc (v thng
l s khng hon thnh bt c vic no ng thi hn).
i khi thu nhn lc bn ngoi cui cng li tr nn rt tn
km.
Cht lng cng vic khng phi lc no cng c m bo. V
cng khng c g bt thng khi bn pht hin ra rng cng vic
m bn phi b tin ra chi tr gi y li b bn cho mt i th
cnh tranh khc vi mc gi thp hn.
V bt li cui cng l g?
Khng c mi quan h lu di, khng c ng lc no khin h
phi b thi gian, cng sc v n lc cho vic kinh doanh ca bn.
V vic g h phi nh vy khi h khng trng mong li ch g t
bn ngoi vic c nhn lng vo cui thng?
3. Nh thu
Thng thng, cc nh thu l nhng chuyn gia trong mt lnh

vc c th. Danh ting ca h da trn nhng dch v cht lng
m h cung cp cho bn. Ti ang cp n nhng nh thu
di gc l ch mt cng ty (t nhn hay nhiu ngi) cung
cp dch v m bn ang tm kim.
83
Giao dch kinh doanh gia nhng cng ty vi nhau thng thng
l mi quan h di hn. Bn ang mong i k hp ng vi h
da trn c s tip din v lu di.
Nhng hp ng ngn hn u c nhng im bt li tng t
vi thu nhn lc bn ngoi v thm ch c th tn km hn.
Cng ty m bn ang k hp ng ngn hn thng s c nhng
khch hng khc, do bn c th khng c u tin. Mc d
vy, h vn s c gng lm hi lng bn v bn l mt trong nhng
khch hng ca h.
C nhn ti thch tm kim nhng ngi lm vic t do v sau
k hp ng lm vic ton thi gian. iu ny c th vng phi
s phc tp v php l rt nhiu nc, v vy hy cn thn vi
phng php ny.
4. Hp tc lin doanh
Khi hp tc vi mt ai , bn s khng phi tn chi ph tr trc.

S tin thanh ton s da trn kt qu thu c.
V c bn nu bn khng thnh cng, h cng khng thnh cng
v ngc li. l c hi tuyt vi ca tnh hung i bn cng
c li.
Tuy nhin, n c th khin bn tn km hn v lu di. Nu bn
tha thun vi mt ai rng s chia 50% li nhun vi h, v sau
bn s tn km hn rt nhiu so vi vic k hp ng vi nh thu
hoc thu nhn lc ngoi.
Nhng xt trn mt kha cnh khc, nu 50% bn thu c ln
hn rt nhiu so vi 100% li nhun nu phi c gng lm mt
mnh, iu ny s hp l hn. Ch cn lm mt bi phn tch
nhanh chng v mi tnh hung s khc nhau.
84
Khng tn ti nhng nguyn tc cng nhc

Khng li ch g khi phi i tm nhng nguyn tc tuyt i bi v
chng khng tn ti.
Bn cn phi linh ng m hnh kinh doanh ca mnh da vo tng
tnh hung c th, sn phm cng nh mc tiu m bn t ra.
Thng thng c cu i nhm ca bn c th c quyt nh rt
r rng da trn loi hnh kinh doanh m bn mun thc hin.
C th bn mun kim thm ngun thu nhp mi tun (vi trm la chng hn), hoc to ra mt vic kinh doanh lu di v n nh
gip gia nh bn c mt cuc sng sung tc hn?
Hoc c th bn mun to ra mt Google th hai?
Ty thuc vo nhng g bn mun t c s ch ra loi c cu i
nhm m bn cn. Tnh hnh ti chnh hin ti cng nh hng n
quyt nh ca bn.
Nu bn khng c hoc ch c t tin, hp tc vi ai c l l la
chn duy nht. Ln khc bn c th chn phng php ny n
gin ch v nhng li ch khc m h mang li (mng li quan h
chng hn).
Kt hp i nhm
Hy th kt hp i nhm ca bn. Hin ti bn ang v tr no?
Tt c mi ngi u khc nhau.
Nu bn ch mi bt u, tt c nhng g bn c th cn l thu mt
vi nhn lc bn ngoi to ra khon doanh thu ban u.
Hoc bn phi c gng tm ra ngi hp tc c th gip bn to bc
m khi nghip hay nhng mi quan h hp tc gip bn t
c nhng nhng kt qu tng t m khng phi tr trc bt k
khon chi ph no.
85
Khi c thm ngun lc v ti chnh, bn c th pht trin i nhm

cng nh m rng kinh doanh, lc hy ngh n vic b sung
thm nhng nh thu hoc nhn vin vo i nhm ca mnh.
Cn ti th kt hp tt c.
Ti c nhng ngi hp tc cng lm chung mt vi d n v chia s
li nhun, nhng i nhm m ti k hp ng lm vic vi h
(hiu qu gn ging nh nhn vin) nhng thc ra h l nhng nh
thu c lp.
V ti vn thu nhn lc bn ngoi cho mt s d n khng thng
xuyn v ti ch cn h lm vic mt thi gian ngn. Trong nhng
tnh hung ny th vic thu nhn lc bn ngoi mang li hiu qu.
Cn c mt b quyt khc
Trc khi tm mt ngi lm vic cho bn, hy xt xem bn c th t
ng ha qu trnh khng.
V d, mt trong nhng cng vic u tin ca ti l xy dng
website. Ti c th tr cho mt ngi 10 -la ci t mt tp
lnh (script) website cho ai , sau tnh tin h vi gi khong vi
trm -la.
Thay v vy ti thu mt lp trnh vin to ra mt tp lnh m c
th t ng ci t cc tp lnh tng t. Nh vy ln sau ti ch mt
30 giy xy dng mt website m vn c th tnh ph khch hng
vi gi tng t.
Lm th no tuyn dng i nhm: 7 iu cn phi kim tra

Lm th no bn tuyn c ngi gii nht vo i ca mnh?
u tin hy kim tra xem ngi bn ang cn nhc c thch hp vi
yu cu cng vic hay khng.
86
Theo kinh nghim ca ti, c 2 loi ngi sau:

Nhng ngi c t cht kinh doanh v ang theo ui nhng
kt qu lu di. H sn sng b hng gi, hng tun hoc thm
ch hng nm t c kt qu. H c tm nhn di hn, s
kin nhn v c hy sinh. Nhng ngi ny c th l i tc
tuyt vi ca bn.
ng hp tc vi bt k ai khng p ng c nhng tiu ch ny
nu bn khng mun mi vic kt thc trong nc mt.
Cn li l nhng ngi theo ui kt qu ngn hn, thng ri
vo nhm nh thu v nhn vin. Nhng ngi ny khng
thch mo him nh cc rng sau ny h c c tr cng
xng ng hay khng. H hi lng vi mc lng theo gi.
1. S tn ty
Thit lp mt bi kim tra nh v s tn ty ngay t ban u:

phng vn mt ni khng quen thuc, hoc vo nhng khong
thi gian bt thng.
Kim tra nhng ng dng thc t bt c th g buc h khng
th lm c theo cch thng thng. Nu h sm lm bn tht
vng th c th sau ny cng th.
2. Thi v k nng
K nng c th o to c, nhng thi th rt kh thay i.

Ti lun u tin thi hn k nng (iu ny khng c ngha l
bn thu mt ngi bt ti).
Kim tra k nng v y khng c ngha l bng cp. Ni mt
cch khi qut, nhng ai hc i hc thng tun theo cc l li
khun php v c cu cng nhc. Nhng ngi t hc c th
87
linh hot hn v th hin c rng h sn sng v c kh nng

hc hi.
Lun yu cu h th vic, ni chuyn trc vi nhng khch hng
c hoc nhn vin, sau giao mt vi d n kim tra nh trc
chc chn trc khi k hp ng lu di vi h.
3. S cam kt
Nu bn ang thu ai lm vic bn thi gian, hy xt xem h

cn lm vic cho ngi no khc khng? Nhng g bn mong i
c ph hp vi thi gian rnh ca h khng? C kh nng giao
thm vic cho h sau ny khng?
Bn mun m bo rng lng cng vic bn k vng h s
c thc hin, v nu sau ny bn c k hoch m rng v cn
n h nhiu hn trong tng lai th iu ny hon ton c th.
4. ng i
Kim tra xem h c kh nng lm vic theo nhm khng. Mt s

ngi khng lm c nh vy. Nu bn pht hin ra iu ny,
hy tm ngi khc.
5. Cng chung tm nhn
Mi ngi trong i nhm ca bn phi hiu r cc bn ang lm

vic cng nhau hng ti mc tiu no. Mi ngi phi bit
c kt qu sau cng s l g.
Nu mi ngi i theo nhng hng khc nhau th cng vic kinh
doanh ca bn s b ri rc hay to ra kt qu km cht lng.
6. am m
am m hay b nh gi thp.
88
K nng c th hc c nhng am m th khng. Bn khng

th p buc ai am m mt th m h khng thch.
Tm hiu xem h c ang lm cng vic m c khng. H c
yu thch n mc sn sng lm vic khng cng khng?
Nu c nh vy, bn s khng ch c mt i nhm vui v,
m h c th gi vng tinh thn hc hi nhng cp nht mi
nht trong lnh vc ca mnh. iu ny s mang li li ch cho
cng ty bn.
7. Tc v k nng giao tip
Mt trong nhng iu quan trng khc l kim tra xem tc h

phn hi bn nh th no. Nu ai mt n bn ngy mi tr li
email ca bn, h qu chm chp!
Bn cng mun m bo rng bt k cuc giao tip no cng phi
r rng. Khng g lm mt d n chm li ti t hn bng vic
giao tip km hiu qu. Hy nhn xem chng ta c th khc phc
iu ny bng cch no.
6 Phng Tin Giao Tip Thit Yu

Thng thng chng ta hay gi nh rng ngi khc hiu nhng g
mnh ni, nhng thc t th khng phi vy. Tuy bn khng th
khin n lun lun hon ho, nhng c rt nhiu th gip bn gim
thiu vn ny.
Hy xem qua u v nhc im ca nhng phng tin giao tip sau.
1. Email (Th in t)
Email s rt nhanh nu ngi ta kim tra hp th thng xuyn.

Nu bn s dng email nhiu, hy c gng gim thiu ti a s
lng email nhn c trnh vic nhng email bn thc s cn
b l i.
89
M b lc th rc ln trnh bom th. B lc th rc tt nht

m ti tng th l Gmail.
Tm thi ngng nhn thng tin t mi danh sch trong ti khon
email chnh. Mt khi email x l xong th hy lu tr n. ng
nhng email c lm ngp hp th ca bn.
Mt mo hay khc l dng ch t ng lc nhng email bn
cn, nhng khng nht thit phi quan tm (nh ha n PayPal
chng hn). Chuyn chng ngay n mt th mc khc hoc lu
tr li tham kho khi cn, v bn khng cn phi t x l.
2. in thoi
Nhiu ngi ang tnh n chuyn tt in thoi i. Ngt kt ni

in thoi bi v bn ang trong khong thi gian hot ng
nng sut nht v d nhin khng mun b lm phin.
Nghin cu cho thy rng nu b ngt qung trong khi ang lm
vic, bn s mt t nht 15 pht quay tr li tc trc .
l mt s hao ht nng sut ln.
Him c chuyn no khn cp phi nghe in thoi.
Tuy nhin, cng c lc cn ti in thoi. Nu bn ang ch i
thng tin cp thit t mt cng ty khc, hy gi in cho h c
c phn hi nhanh chng.
Ngc li, nu cng ty bn c dch v h tr qua in thoi, hy
chc chn rng in thoi s c tr li trong vng ba hi
chung. Khch hng s rt hi lng v iu ny.
3. Skype
Skype thc s hu ch cho cc cuc ni chuyn nhanh chng qua

ng di, v c bit trong mi trng vn phng.
90
Khi nhiu ngi lm vic cng nhau, h s d dng khin ngi

khc b nh hng. Hy nh rng, khi ai ang tp trung m bn
ct ngang h, bn ly i ca h 15 pht.
Tt hn ht l bn ch nn gi mt tin nhn qua Skype, h c th
l n i hon tt cng vic. V khi sn sng, h s tr li bn.
Nu bn thc hin c iu ny, tc giao tip s tng ln rt
nhiu (trong khi vn duy tr c nng sut ti a).
4. Webinar (Hi ngh trc tuyn), chia s hoc chp mn
hnh my tnh
Webinar (hi ngh trc tuyn) l t rt ngn ca Web-based

Seminar mt bi thuyt trnh, bi ging, hng dn thc hnh,
hi ngh chuyn c truyn ln web.
Hi ngh trc tuyn v chia s mn hnh l phng php hay
truyn t tng ca bn ti nhng ngi thu bn ngoi.
Bi v li gii thch ca ngi khc v iu bn mun c th hon
ton khc vi gii thch ca bn.
Nu bn hc c cch giao tip hiu qu ngay t ngy u bng
cch chia s mn hnh, bn s rt ngc nhin khi thy kt qu
chnh xc n th no.
D xa, bn vn c th gii thch bng li vi mt ngi no
ng thi ch cho h thy ng iu bn mun trn mn hnh.
Gn n mc nh bn ang ni chuyn trc tip vi h.
C nhn ti s dng Camtasia (www.dlwmmm.com/camtasia),
ngoi ra cn c rt nhiu gii php khc.
5. Phn mm qun l d n
S dng phn mm qun l d n cho php lu tr mt bn ghi

chp ca tt c cc cng vic v li sai st mi. Nhng iu ny
thng b l i, hoc b tht lc qua email.
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Vi phn mm qun l d n, mi ngi u c th nhn thy vic

g cn hon thnh v ai c phn cng. S khng c l do g
vin c c.
C nhn ti ngh bn s dng Streber
(www.dlwmmm.com/streber). Streber min ph, s dng n
gin v hiu qu. (Ti thch www.dlwmmm.com/base hn v
nhiu gii php ph bin khc, tuy nhin khng phi dnh cho tt
c mi ngi.)
6. Lm th no a ra nhng hng dn chi tit?
Nu bn khng nu r rng v c th nhng vic bn mun i

nhm ca mnh lm l g, mi ngi s i chch hng ngay.
Lit k cc gch u dng r rng tng bc v cc vic cn lm
mt cch chnh xc v ai s m nhim. Vic ln danh sch s lm
mi th r rng hn.
a ra nhng phc tho chung bao gm ni dung, nguyn nhn
v i tng nhm ti. Khi nim tng qut s gip cc thnh
vin trong nhm nhn thy c bc tranh ton din hn.
Ngoi ra, to mt bn lit k n gin bao gm ci g, khi no v
ti sao (ng bao gi nh gi thp tm quan trng ca ti sao).
Dng hnh nh v s minh ha cho li ni ca bn.
Nu bn ang pht trin phn mm hoc mt website, ni tt
nht bt u l GUI (Graphical User Interface Giao din
ha), c bn bn mun sn phm sau khi hon thnh trng nh
th no (thanh menu, cc nt nhn, mu ng k, hp thng
tin).
Ti
thch
dng
nhng
th
nh
MS
Viso
(www.dlwmmm.com/msviso) v s tng qut v to ra cc
92
giao din c bn (rt cn thit trong vic pht trin phn mm).
i vi sn phm thng tin, c th phc tho tng cho ba
ngoi (ba sch, ba DVD) v s cho ni dung.
D i su v k thut c th hu ch, nhng chng khng nn l
trng tm. l suy ngh lc hu, hy xy dng mt giao din
ngi dng trc.
Mt khi c giao din ngi dng, bn c th tit kim c rt
nhiu thi gian. Bn cng c th xc nh nhng tr ngi tim n
m trc y cha bao gi ngh ti.
Hn na, nhm k thut ca bn c th nhn qua mt giao din
ha v bit c bn mun iu g. H gii hn bn khon
ny v bn khng cn ch h phi lm cch no.
3 bc n gin di theo i nhm ca bn

Trong cng vic, i nhm s tr thnh mt gia nh mi ca bn
(tuy nhin, ng cm xc c nhn nh hng n nhng quyt
nh kinh doanh ng n ca mnh).
Qu nhiu ngi c gng lm lnh o bng cch lun i pha trc
i nhm. Mt ngi lnh o tt cn phi c tm nhn v mc tiu
r rng. Tuy nhin ngi lnh o ti ba cng cn phi i pha sau
ton i v h tr h tng bc mt.
Nu bn l ngi to ra i nhm, th l trch nhim ca bn.
Bt c i nhm cn g, hy mang n n cho h. Khi mi thnh
vin trong nhm cm thy mnh c h tr, h s hon thnh cng
vic xut sc nht.
Cung cp cc chng trnh hun luyn v o to. Nu ai mun
hc th g, hy cho h hc ci . iu ny khng ch mang li
nhng li ch di hn cho c i v cng ty ca bn, m cn nng cao
93
lng trung thnh v mc hi lng ca h vi cng vic.

Sau y l 3 bc n gin:
8. Giao trch nhim
Giao trch nhim cho i nhm ca bn. Hy dp b thi gim

st gt gao v cho php cc thnh vin t mnh xoay s. iu quan
trng l cng vic c hon thnh, ch khng phi cch bn
iu khin n.
m bo rng cc thnh vin trong nhm u hiu bn s khng
cnh co hay sa thi nu h tht bi. mi ngi t chu trch
nhim vi chnh sai lm ca mnh.
Bn s khng mun to nn mt mi trng lm vic m
mi ngi cm thy s hi nu thnh thong lm sai. Khi mt
ngi mc li, h s hc t iu v tin b hn.
Mi thnh vin tin b th s lm cho ton i tin b, v tt
nhin cng ty ca bn cng s pht trin hn.
9. Tr cng xng ng
Nu nh ai ni bn hy tm kim mt i nhm r nht c th

v tr h mc th lao ti thiu, hy suy ngh li.
Tr lng hu hnh cho bt k ai xng ng ngay t ban u. iu
ny khng c ngha bn phi chi mc lng M cho ngi ang
sng Philippines. Ch cn tr cao hn mc lng thng thng
a phng .
Nu bn c mt nhn ti vi k nng cao v tn tm, h xng
ng c hng th lao hu hnh v nu bn khng lm nh
vy, ngi khc s thc hin iu .
94
Sau ny d n ca bn s lnh chu hu qu. tm c mt

ngi mi va nhit huyt v c ti kh khn (v tn km) hn
nhiu. Nhn ti thng rt kh tm, ng b l h.
Nhng phi tha nhn rng khi mi khi nghip, ti cng khng
th lun tr mc lng cao nht. Vi ngn sch hn hp, ti bt
u vi nhng g mnh c th p ng c, sau tng dn ln
khi cng ty lm n khm kh hn.
10.
cao vai tr ca h
Hy m bo rng mi ngi trong nhm u hiu c h v

cng vic ca h quan trng vi bn nh th no.
Thng th ng tin khng phi l ng c chnh thc y mt
ngi m nhn cng vic ( l mt nhn t quan trng nhng
khng phi l l do thc s khin h li vi cng ty).
Cc cuc nghin cu v tm l cho thy rng ngi ta thng xem
trng gi tr ca mnh hn l tin bc. Phn ln mi ngi s b
cng vic c tr lng cao hn lm mt cng vic h cm
thy c tn trng hn.
Hy chc rng tng thnh vin trong nhm ca bn bit mnh c
nh gi cao, tn trng v hu ch. Ai cng s lm vic hiu qu khi
cm thy tha mn v hnh din trong cng vic ca mnh.
y l iu bn c th thc hin ngay t ngy u tin, cho d
khng th tr c mc lng cao nh bn mong mun i
chng na.
Ti lm nhng vic nh mua mt ci bn bida cho mi ngi,
dn c nhm i chi vo nhng dp khc nhau (gn y chng ti
leo ni bng xe p vo mt ngy lm vic trong tun ch
gii tr) hoc n ti ti mt nh hng sang trng.
95
Hoc bn cng c th thng thm tin cho h vo nhng s kin

c bit (k nim thnh lp cng ty chng hn).
Thm ch nu bn khng lm nhng iu trn, th mt vic n
gin nh ni li cm n, s dng biu tng cm xc trn Skype,
v tt hn ht l hy cng nhn nhng thnh tch ca h trc
ton th mi ngi (hoc thng qua email chung ca nhm) s
gip ch rt nhiu trong vic xy dng nim t ho cho mi c
nhn cng nh c nhm ca bn.
Bt c ai tng s hu mt cng vic kinh doanh cng s ni vi
bn rng: kh nht l tm c ngi thch hp. C rt nhiu
ngi c th lm vic nhng khng phi ai cng lm tt, hoc
vi mt thi ng n.
Rt nhiu sch kinh doanh vit v cch tm c ngi ph hp
cho cng vic ca bn, nhng ch mt s t vit v cch gi h li
vi bn.
Chi ph b ra thu mt ngi thch hp cho mt v tr ph hp
(nu bn tm c) l khon u t khn ngoan nht ca bn.
Ngc li, ci gi phi tr cho mt ngi khng thch hp c th
gy tn hi cho bn nu khng cn thn.
96
Cc bc hnh ng
Lit k tt c cc k nng m bn mun i nhm mnh phi
c. C th bao gm ngi vit bi, bin tp video, lp trnh
vin, thit k ha, ngi vit qung co, th th, qun l
cng tc vin, qun l kinh doanh v marketing.
Vit ra tt c nhng g bn c th ngh n, bt k nhim v
hay k nng nh hay ln. Tt c nhng th u cn phi
lm. Quan trng l bn bit c mnh cn g, t quyt nh
phn b thi gian nh th no v nhn lc cn tm kim ra sao.
Xem li danh sch ny mt lt v chia thnh 3 phn chnh.
u tin l cng vic ngn hn ch cn lm mt ln, c th
bao gm thit lp c cu cng ty hoc thit k logo. Tip theo
l nhng cng vic bn thi gian din ra thng xuyn v lin
tc (nh vit bi hoc lp trnh). Phn cui cng l nhng k
nng bn cn hng ngy (nh qun l cng tc vin hoc
marketing).
Lp danh sch tt c nhng ngi m bn bit, ngi quen ca
h m bn bit, v bt k ai bn c th ngh n, ngay c khi
bn khng bit rng h c gip ch g c hay khng.
Mng li ca bn s m rng hn so vi nhng ngi m
bn lin lc hng ngy. cng l mt trong nhng ti sn
gi tr nht ca bn (hu ht mi ngi u khng hiu c
iu ny).
Vi mi ngi trong danh sch, hy vit ra nhng k nng, s
thch hoc kinh nghim ca h m bn bit. Trong khi vit,
hy ngh xem bng cch no bn c th chuyn bin nhng k
nng ny thc hin c nhim v m bn cn, hoc mng
li no ph hp vi s thch v kinh nghim ca h.
97
Nhng ngi ny c th tr thnh mt thnh vin trong nhm

ca bn, hoc mang li nhng khch hng tim nng khi bn
qung b sn phm sau ny.
Quyt nh xem ai trong danh sch s l ngi bn mun
lm vic cng. Khng phi ai cng l mt la chn ng
n. ng bao gi chn mt ngi ch v bn thch h. H
cn phi c k nng, c tnh v ng lc ph hp vi cng
vic kinh doanh na.
Rt gn li danh sch nhng ngi c kh nng l ng c vin
sng gi v ti sn gi tr cho i nhm ca bn.
Lun cp nht danh sch ny mi khi bn ny ra tng mi.
Khng cn phi lm g vi n ngay by gi, c n nh mt
vic ang trong tin hon thnh.
98
Tip th n trc khi sn phm c to ra
Chng 7
Tip Th n Trc Khi Sn Phm c
To Ra (Khng Phi Sau)
Nhng ngi sng to bt u t im kt thc. u tin h c mt tng,

tng ny i khi khi qut, i khi c th. Trc khi c th to ra iu
mnh mun, bn phi bit sau ny bn mun tr thnh ai cng nh mun
bin iu g thnh hin thc.
Robert Fritz
99
Tip Th n Trc Khi To Ra Sn Phm (Khng

Phi Sau)
Marketing n trc, trong v sau khi bn to ra sn phm
Mt sai lm ph bin thng gp l mi ngi thng to ra sn
phm trc ri mi ngh lm cch no bn n. Nu bn cng nh
vy, bn ang t gii hn mnh mt cch khng cn thit.
Khi ngh v cch tip th trong lc xy dng sn phm, bn s lm ra
mt sn phm tuyt vi m chnh n c th t tip th cho mnh.
Tht bt li khi bn hon thin sn phm v sau nhn ra rng
nu bn thm mt s c im khc vo th n s bn chy hn
rt nhiu.
Chin lc marketing tt s gip bn khng cn thit phi bn hng.
l l do ti sao marketing cn phi tham gia ngay t ngy u tin.
Sau bn s bit c liu c cn thit k li tng sn phm
c th d dng tiu th ngoi th trng hay khng.
Th trng ngch mun g t bn?

Nu khng tm c cu tr li chi tit cho cu hi ny, bn s
khng kim c nhiu tin.
Khch hng c mun sn phm ca bn khng? Hay h thc s
ang tm kim v b ngoi m sn phm ca bn mang li? H c
mun thuc v mt nhm c bit khng? H c mun c yu
thch v ngng m khng? Vic s hu sn phm ca bn c phi
n gin ch l mt tm v thuc v gii thng lu khng?
Khch hng thc s mun loi kem dng da k diu ca bn hay h
ang tm kim s ngng m v ao c t nhng ngi khc phi?
100
Liu h c th m thm cnh tranh vi nhng bn gi khc tr

nn xinh p hn khi s dng kem dng da ca bn khng?
H c ghen t vi nhng c gi mi ln v mun ly li tui tr ca
mnh? H ang soi gng v nhn thy mt ln da b lo ha? Liu
kem dng da ca bn c gip h cm thy t tin giu i cm xc v
tui tc ca mnh khng?
Sn phm ca bn thc s mang n iu g cho khch hng? Lm
th no bn mang li gi tr cho cuc sng ca h? Hy nhn vo
iu ny t cc gc khc nhau. ng qun nhng li ch v mt
cm xc v tinh thn, bi v chng rt c gi tr.
Bn ang tit kim iu g cho khch hng? Thi gian? Tin bc?
Cng sc?
4 cch nhanh chng phn khc khch hng

Khi tht s hiu v quen thuc vi khch hng, bn c th khm ph
ra nhng khu vc gi tr nht trong th trng ngch ca mnh v tp
trung vo .
1. Nhn khu hc
Hy chia nh danh sch khch hng ca bn thnh nhng s

liu thng k c bn. H thuc gii tnh no? Bao nhiu tui?
ang sng t nc v thnh ph no? Mc thu nhp ca h
l bao nhiu?
2. Li sng
Sau khi bit nhng thng tin c bn, hy tm hiu li sng ca

khch hng. H thuc tng lp x hi no? Trnh gio dc ra
sao? H thch lm iu g trong cuc sng ca mnh?
101
V d nh, h va tt nghip i hc, c a con th hai hay sp

ngh hu? H ngh, cn v mong mun iu g bn ngoi cuc
sng thng ngy?
By gi h ang v tr no trong x hi, v trong tng lai h
mun c v tr no?
3. Tnh cch
Bn thn khch hng ca bn thch iu g? H l ngi hng

ngoi hay hng ni? H s phn ng ra sao vi nhng vin cnh
no trong cuc sng ca mnh? H thch g v mt x hi? H
ha nhp vi ngi khc nh th no? H l nhng khch hng
tim nng hay km cht lng? Hy tm hiu mi th bn c th.
4. Hnh vi
Khch hng ca bn ng x nh th no? H tht s quan tm v

am m iu g? H khao kht c tr thnh ai, lm g v t
c nhng g? H s s dng sn phm ca bn ra sao?
Nhn vt i din ca cng ty bn

Nhn vt i din l mt gng mt xut hin ti tt c cc s kin v
tip th cho sn phm hoc cng ty ca bn. iu ny gip bn tip
cn th trng nh mt c nhn v lm cho mi khch hng cm
thy nh th bn ang ni chuyn trc tip vi h.
S hu gng mt i din buc bn phi ngh n vic mt ngi
s tip cn vi ngi khc nh th no. Lm cch no gng mt i
din ca sn phm hay cng ty bn c th giao tip mt i mt
vi khch hng tim nng?
Bn cn phi quyt nh cng ty (hay sn phm) ca bn c nhng
gi tr g. Tm nhn ton cu, mc tiu, tham vng l g? to ra
102
mt sn phm hon ho, u tin hy xc nh khch hng hon ho

ca bn trc.
Xy dng mt nhn vt v ngh v anh/c y nh mt ngi tht.
Tn ca anh/c y l g? H thuc tui no? ang sng quc
gia no? Vng no trong quc gia ? H ang lm cng vic g?
Trnh gio dc ca h mc no? H theo tn gio no v/hoc
quan im chnh tr ca h l g? Ni s hi, hy vng hay c m ca
h ra sao?
Cng c th v chi tit cng tt. Chng ta s cn n h s ca nhn
vt ny khi i n ni dung vit th qung co.
Gi s ti t tn nhn vt ny l Bob. Bn phi lin tc t hi rng
liu Bob c quan tm n v bn ngoi ca sn phm hay khng?
iu m bn hay ngi to ra sn phm ngh g khng quan trng.
Bob c hiu lm th no s dng phn mm m bn to ra?
Bob c cn mt video hng dn chuyn su? Bob c nh gi
cao tnh nng ny khng? Liu n c gp phn nng cao kinh
nghim, lm tng nim vui trong cuc sng hay s khin Bob cm
thy chn nn?
Hy lun ngh v nhng vn nh hng n Bob nhiu nht.
Ngh v tr chuyn vi Bob nh th anh ta tn ti. Hy tm hiu
nhng khch hng ca bn mun g v iu h hon ton khng
mun l g.
Nu cng ty l chnh bn tc l, bn ang xy dng mt thng
hiu c nhn th tt nhin vic ny d dng hn rt nhiu. Bn ch
cn cn thn trong vic phc ha chn dung ca mnh m bo
n s ph hp vi nhng mong i ca khch hng.
103
Thng ip Ca Sn Phm
Nu mt ngi l n gp v hi v cng ty ca bn, bn phi c kh
nng tr li ch trong mt cu duy nht.
Bn c th gii thiu sn phm ca mnh l g v ti sao n c bit.
Kha cnh c bit y chnh l im lm cho sn phm hay dch
v ca bn tr nn khc bit so vi cc sn phm hay dch v khc.
Cht lng tt nht vn cha - mi ngi s ni vi bn iu ny.
Bn cn phi c kh nng tm tt sn phm hay dch v ca mnh
nh hng n ngi khc nh th no v mt cm xc. N tc
ng, thay i hay ci thin i sng ca khch hng ra sao?
N c gim thiu stress bng cch gip h tit kim tin khng?
Mang n nhiu s la chn hn bng cch gip h tng thm thu
nhp? H c nhiu thi gian tn hng nim vui vi bn b v gia
nh hn? Gim thiu lo lng v sc khe? Tng s t tin bng cch
ci thin v b ngoi?
C rt nhiu thng hiu ni ting khng khc bit so vi cc i
th khc v tnh nng m h lm mnh khc bit v nhng cm xc
mang n cho khch hng.
V d: Nike, Reebok v adidas u l nhng hng sn xut giy th
thao. Khng c bt k tnh nng no c bit gia chng v hay
dy giy. Nike, Reebok v adidas khc bit vi nhau v cm xc.
Khu hiu ca Nike l Just do it (C lm i!). Nhng ngi mang
giy th thao Nike s c nhn nhn nh mt ngi hon thnh
cng vic mt cch nhanh chng, a phiu lu v tr trung.
Cc tnh nng ca sn phm rt quan trng mt b c logic phn
on nn mua hng hay khng, nhng vic quyt nh mua sn
phm li do cm xc quyt nh.
104
B Quyt Hng u: Cn Nhc Th Cho Hng Ca Bn Trc

Khi bn phc tho th cho hng trc khi to ra sn phm, bn
s pht hin ra iu cn b sung trong mu thit k sn phm
ca mnh.
Khi ngh ra c gch u dng no trong th cho hng c tc
ng mnh m khin sn phm bn chy hn, bn s bit c sn
phm ca mnh nn c nhng g.
c th l nhng tnh nng c bit, li ch hoc thng tin. N
cng c th l nhng phn qu hu ch hay ph kin m bn s cn
phi trc khi sn phm sn sng tung ra th trng.
Mi khi vit mt l th cho hng, ti lun ngh ra mt vi tng
no khng c trong sn phm gc v c gng bin n thnh mt
l th cho hng hon ho. Sau ti s xy dng sn phm ph hp
vi n.
S dng cch tip cn t sau ra trc ny tht s gip bn c c
mt l th cho hng thuyt phc hn (bn khng b bt buc phi
c gng lm mt th g nghe c v tt), v lm ra mt sn phm
tt hn (bi v sn phm ca bn phi c xy dng ph hp vi
nhng mong i cao m bn to ra trong th cho hng).
Ti bit rng iu ny khc bit, nhng n mang li hiu qu.
Ngoi ra, k thut ny cn mang li cho bn mt li ch khc. Bn c
th kim tra thc t xem liu tng ca mnh c bn c hay
khng, trc khi u t thi gian v cng sc vo vic pht trin n.
ng ti l th cho hng ln website v thu ht mt vi lng truy
cp (cch thc chi tit s c cp sau) xem liu c ai bm vo
nt Mua ngay hay khng. Hy nh theo di kt qu ca cuc th
nghim ny!
105
Trong khi bn khng c php bn cho bt k ai mt cch hp

php trc khi xy dng sn phm, bn c th t nt Mua ngay
hng n mt danh sch ch qua mt mu ng k thng tin. Bng
cch ny bn c th thu thp tn v a ch email ca khch hng
tim nng. Sau khi sn phm c hon thin, bn s c ngay mt
danh sch qung co.
Tin li, n gin v hu dng

Tnh tin li thng b b qua.
Nhng lp trnh vin thng c xu hng thm tht nhiu c im
v chc nng trong khi chng ch c s dng bi mt phn nh t
nhng khch hng ca bn.
S tt hn nu bn tung ra th trng sn phm ch vi mt na
nhng tnh nng nhng vi giao din n gin v d s dng.
Bng cch ny bn c th ra mt sn phm ca mnh nhanh hn, thu
c nhng phn hi gi tr v bt u thu li nhun sm hn.
Hy c ci nhn thc t, n gin ha mi th nht c th v loi b
bt c th g khng lin quan cho d y l mt vi trang trong cun
ebook hay nhng chc nng xa x trong mt sn phm phn mm.
Th ngh v Apple. H c mt chnh sch loi b bt c th g
khng cn thit c kh nng gy nh hng n s ch v th gic
ca khch hng ngay ti thi im .
Ngoi ra, hy dn nhn mi th cn thit mt cch r rng lm
cho sn phm ca bn cng d s dng i vi khch hng cng tt.
Vic ci tin sn phm l mt phn quan trng trong qu trnh
marketing. Sn phm nhn c v d s dng s cng d bn.
Thm ch mt cun sch cng nn c trnh by n gin d
c: chng ngn, on vn ngn, thm ch c cu v ch cng ngn.
106
Nu bn ang vit mt cun sch in t (ebook), hy s dng font

ch khng chn (sans serif font) nh Arial hay Verdana.
i vi mt cun sch giy th dng Times Roman l tt nht. Mt
cun sch d c s lm cho nhiu ngi mun c hn.
Hy b phn marketing ca bn tham gia vo tng bc trong
qu trnh thit k sn phm, bn s tit kim c thi gian, cng
sc v tin bc sau ny.
Thit k, thit k, thit k!

Nguyn tc th nht: khng cho trnh lp vin lm bt k cng
vic g lin quan n thit k, hy s dng mt nh thit k
(designer).
Nguyn tc th hai: khng cho nh thit k lm nhng cng vic
thit k lin quan n cc ti liu marketing m khng c s hng
dn t bn (hoc bt k ai chu trch nhim v marketing).
Trong khi iu ny nghe c v hin nhin, nhng bn s ngc
nhin khi thy phn ln cc d n khng tun theo hai nguyn tc
vng ny.
Thit k l mt yu t v cng quan trng trong marketing v s
xuyn sut qua tng yu t ca d n nh ba sch, s , giao din
phn mm, website, ti liu marketing
Sn phm ca bn khi c c mu thit k ph hp s d dng bn
hn. ng thi n cng c th lm tng gi tr nhn thc v bn c
th nh gi cao hn.
Bn phi nh rng nhng nh thit k him khi c o to v
marketing. K nng ca h thng l lm cho mi th trng tt hoc
p hn. Tuy nhin iu ny cha , cc mu thit k cn phi tun
theo nhng nguyn l v mc tiu ca marketing na.
107
Tng t vi cc lp trnh vin nu bn ang xy dng phn mm.

Tt c h u c th to nn mt giao din nhng hu nh khng ai
c th lm cho n d s dng hoc a nhn.
C nhiu nguyn tc thit k c trnh by xuyn sut cun sch
ny lin quan n marketing v bn cn m bo rng nhng nguyn
tc ny c truyn t ng i tng trc. ng bao gi cho
rng mi ngi u bit ht ri (thc s khng phi vy).
iu ny thm ch ng i vi nhng nh qung co chuyn
nghip.
V d, nu bn quyt nh tip th sn phm ca mnh trn Yellow
Pages (Nhng Trang Vng) hoc bo ch th h s cung cp mt nh
thit k to ra qung co ca bn. ng bao gi s dng nhng
ngi ny. Hu ht h u s dng cc mu qung co c in v
trng chng c v chuyn nghip, nhng ch mt t thi.
Nu bn mun pht huy hiu qu ti a cho bt k qung co no
mnh lm, hy chc chn rng i ng marketing (hoc chnh l
bn) phi ch ng tham gia trong tng bc mt.
Tr li vi vn chnh...
Hy chi tin nu bn thy cn thit. V ng bng lng vi nhng
mu ha hay thit k hng hai, n s ch lm bn tn nhiu chi
ph hn v lu di m thi.
108
Cc bc hnh ng
Hy nhn vo danh sch cc tng d n ca bn, suy ngh
thu o v quyt nh xem bn c th lm cch no tip
th mi tng . Mt khi c thm kinh nghim v c ht
cun sch ny, bn s ny ra nhiu tng hn. Mc d vy,
t by gi bn c th bt u vi cc tng ban u ca
mnh. (Bn s lun tin b hn, nhng phi bt u ti mt v
tr no ).
ng thi hy suy ngh lm cch no gip nhng sn phm
ny (hoc nhng sn phm khc trong danh mc hin ti hoc
tng lai ca bn) c th t tip th.
By gi l thi im a ra quyt nh v cam kt vi mt
trong nhng tng ca bn (nu bn vn cha quyt nh).
Hy s dng ht tt c nhng thng tin m bn thu thp
c ra quyt nh - Tim nng ca sn phm, ngun ti
nguyn sn c, bn c th lm g khc na da trn nn tng
thng tin ca khch hng tng lai, nim am m, mi quan
tm v nhng k nng ca bn
S tp trung chnh l cha kha thnh cng. Bn c th xy
dng nhng tng khc trong tng lai, nhng t by gi hy
gn vi mt th m thi. Nu bn tp trung thi gian, tin bc
v cc ti nguyn khc vo mt d n, n s c nhiu c hi
thnh cng hn.
Ngay t by gi, nhng bc hnh ng ny s ch p dng
cho mt tng d n. C t nhin ci thin v thay i
nu bn thy cn, nhng ng mt tp trung vo mc tiu
cui cng.
109
Hy bt u tm hiu v khch hng tim nng. Chng ta s i

chi tit sau, nhng by gi hy xc nh khch hng mc tiu
ca bn. Nhng vn chnh ca h l g? H ang tm kim
iu g? V h u?
Hy m t chi tit v gng mt i din ca cng ty bn. Nu
bn chnh l thng hiu th hy dnh thi gian i vo chi tit
bn mun mnh c nhn nhn nh th no. o c, mc
tiu v nim tin ca cng ty bn l g? Hnh nh no bn mong
mun c c? Nhng cm xc m bn mun khch hng c
khi tip xc vi mnh l g?
Hy to ra mt thng ip cho sn phm.
Nu c ai hi v cng ty, sn phm hay dch v ca cng
ty, bn s tr li nh th no trong vng 30 giy?
Hy chc chn rng cu tr li tm tt c nhng li ch, yu
t cm xc v ni chuyn trc tip n i tng khch hng
mc tiu. Ngoi ra, cu tr li cng cn khi qut c cc yu
t c bn ti sao bn l duy nht.
V d, thng ip ca FusionHQ l:
i vi nhng ai mun to ra s t do v ti chnh trc tuyn,
chng ti cung cp mt gii php s dng n gin, v chng
trnh hun luyn d thc hnh. ng thi, chng ti cng gip
cc doanh nghip truyn thng m rng d dng bng cch tn
dng li th ca internet c thm nhiu khch hng cng
nh tng doanh s trn mi khch hng.
110
Hy phc tho nhng nt c bn v th cho hng ca bn.

Chng ta s tho lun cch ci thin vic ny v vit nhng l
th cho hng xut sc sau. Cn by gi iu quan trng l bn
phi c mt tng v vic mnh s bn cc sn phm hay
dch v nh th no.
Vit nhp ra mt t giy, my tnh hoc bt c th g bn thch,
bao gm tiu , mt s gch u dng lm ni bt nhng tnh
nng, li ch ct li ca sn phm v chi ph.
Xem li l th cho hng ny v tm ra nhng tnh nng, li ch
m bn c th thm vo sn phm ca mnh gip cho n bn
chy hn. iu ny s gip bn trong vic thit k sn phm,
tit kim thi gian hoc kim c rt nhiu tin sau ny.
111
Chng 8
To Ra Sn Phm
Sai lm ng ngn nht l nhn nhn thit k nh vic cui cng trong qu
trnh to ra sn phm nhm dn dp m hn n m khng hiu rng l
vn cp thit ngay t ban u v l mt phn ca mi th."
Tom Peters
112
To ra sn phm
To Ra Sn Phm
Cc yu t cn thit to ra sn phm (ch vit, m thanh, video &
phn mm)
Trc khi bt tay vo vic to ra sn phm u tin, tt nht l bn
hy ngi xung suy ngh thu o v mc ch kinh doanh cng nh
chin lc marketing.
Vi mt cht tm nhn xa, bn c th ln k hoch tng lai cho sn
phm ca mnh.
Nu bn ang s hu mt cng vic kinh doanh truyn thng, k
hoch ca bn c th n gin ch l gia tng mc nh hng ca
cng ty.
Tng t i vi nhng ngi mi khi u cng vic kinh doanh
trc tuyn. Mc tiu ca bn c th l to ra ngun thu nhp t ng
nh k, hoc kim c nhiu tin, hay n gin ch l xy dng
danh sch khch hng, hoc cng c th l s tng hp ca cc yu
t ny.
Ti cc giai on khc nhau ca vic kinh doanh, bn s mun tp
trung vo nhng mc tiu khc nhau.
Thng thng th sn phm ch vit v m thanh l nhng th tt
nht bt u v chng d to ra nht. Tuy nhin, li nhun em li
cng t nht.
Sn phm video ban u c th khin bn tn nhiu cng sc hn
nhng s tin kim c th cao hn hn.
Nu xt trn mt mc thang li nhun, sn phm phn mm hay
dch v l nhng th dn u trong vic kh to ra nht nhng cng
em li nhiu li nhun nht.
113
Chng ta xem qua cc dng khc nhau ca sn phm k thut s

chng 4. By gi hy i vo chi tit xem nhng g cn lm to
ra 4 loi sn phm k thut s chnh ny: ch vit, m thanh, video
v phn mm.
Ch vit
Cc bn bo co, ebook (sch in t) hay kha hc trc tuyn (ecourse) l nhng v d ca loi sn phm ch vit.
Chng d dng c to ra, nhng xem chng bn kh c th v
hu ch vi doanh thu t mt cun ebook. C vi ngoi l nh cun
sch S Tht V Abs ca Mike Geary em li cho anh mt
ngun thu nhp ng k.
Quyt nh xem bn c mun to ra mt cun ebook hay mt sn
phm chuyn ngnh bn hoc cho i nh mt cch thu ht v
xy dng khch hng tim nng khng.
Lm th no c c ni dung cho sn phm ch vit?

Trc ht bn phi nghin cu v chn ra th trng ngch ca mnh
(ng thi m bo rng n va c th bn c va to ra li
nhun).
Ebook l mt sn phm tt bt u v thi gian bin son nhanh
chng, do bn c th sm thu li nhun t n.
Vy lm th no bn tm ra ni dung cho cun ebook ca mnh?
Nu bn mun t vit, tt nht hy bt u vi nhng th bn am
m. Hoc s d dng hn nu bn bit r v th trng ngch ca
mnh.
Thng thng nhng cun sch c th bn c l nhng cun gii
thch lm cch no (How-To) lm mt vic g .
114
To ra sn phm
to ra c ni dung nh vy, n gin bn ch cn nu ln mt

gii php gii quyt vn c th. Mi ngi ang kht nhng
thng tin chi tit, thc tin c th gip h vt qua nhng kh khn
ca mnh.
ng thi khch hng mun nghe nhng kinh nghim t chnh bn,
cu chuyn ca bn v lm th no bn tm ra c gii php cho
nhng vn tng t m h ang mc phi.
9 bc nhanh chng t vit mt cun ebook.

1. u tin hy ng no. Phc ha nhng chnh bn mun a
vo sch. Vit nhanh m khng cn sng lc li bt c tng no
(iu ny s gip s sng to ca bn khng b gii hn).
2. By gi th hy b i bt k no khng ph hp. Quyt nh cc
khi nim cho cun sch m bn s s dng sau ny.
3. Tip n, chn nhng khi nim ct li v sp xp chng thnh mt
th t logic hp l. Mi tng nn c xy dng da vo trc
. By gi bn c mc lc (hay dn cc chng) ca mnh.
4. Quay li tng khi nim v vit tiu chng vi nhng tng
khc ny ra t qu trnh ng no ca bn. Gch u dng tng
khi nim hay tng lin quan n chnh . Sau quay li
ln na v xu chui nhng gch u dng ny theo mt trnh t
logic.
5. Tip theo, xem li v m rng tng mt. ng lo v vn bin
tp, c vit thoi mi. Mi s tr thnh mt hay nhiu on vn.
Bn c th thm vo cc on lin kt m bo cc tng
tri chy v lin mch t im ny n im khc.
6. Sau bin tp li bn nhp ca bn. Bn c th phi thay i vi
vo nhng chng lin quan hn, hay sp xp v tr cc chng
115
theo th t hp l hn. Nh kim tra li chnh t v nh mt vi

ngi bn thn c qua pht hin bn b l iu g.
7. nh dng cun ebook ca bn c ch Arial 14 hay Verdana 12-13.
8. Thit k ba sch. Hy th www.dlwmmm.com/99 c chi ph
thp nhng thit k chuyn nghip. ng thi yu cu lm mt
phin bn ba sch ebook s dng trn trang bn hng (sales
page) ca bn. (y l bn sao ca mu thit k c lm tng t
cho mt cun sch giy thng l ba 3D).
9. Chuyn bn Word qua PDF. Hy tn dng cc phn mm min
ph lm iu ny (phin bn mi nht ca Microsoft Office
cng gip bn chuyn ti liu sang PDF).
Ty thuc vo s lng chnh m bn b sung, bn c th d
dng c c mt cun ebook di 30, 50 hay 200 trang sau khi
hon thnh.
Bn ght vit lch?

5 cch c mt cun ebook c vit sn
Khng phi ai cng vit c.
Bn khng c kh nng vit, khng kin nhn lm nhng vic nh
nht, hoc n gin l khng c thi gian?
Bt c l do bn khng t mnh vit c l g, hy tm gii php
mt trong nm la chn sau y:
1. Thu ngi vit
y l cch bn tr tin cho ai vit cun ebook. m bo

h nhn thc c rng bn s bn n, t tn bn trn nh
tc gi v bn s hu ton quyn i vi cun sch.
116
To ra sn phm
Quyt nh phng thc thanh ton. Bn c th tr mt khon ph

c nh, hay chia cho h mt phn trm no ca doanh thu.
Ni cho h bit bn mun vit bao nhiu trang, khi no s hon
thnh v tr h bao nhiu tin. Bn c th a dn hoc h t
nghin cu.
Nu bn c mt nh hng sn cho cun sch, bn cn a
cho ngi vit cng nhiu hng dn chi tit cng tt.
Cho php ngi vit phng vn bn cng l cch tuyt vi gip
h hiu c nhng g bn tm kim. Hoc c th a h dn
cc chng m bn lm t qu trnh t vit ebook cp
phn trc.
Khng phi ngi vit no cng s vit tt. Thnh tht m ni,
tm c mt ngi vit tt l rt kh, c bit khi ngn sch b
gii hn.
Hy chc rng bn kim tra qua mt vi tc phm trc ca h
(hoc cng nhiu cng tt).
Mt cun sch tt c th lm bn tn t 500 -la n 50.000 la, ph thuc vo di cng nh kinh nghim ngi vit. Tuy
nhin, i vi mt cun ebook, bn khng cn chi ti a qu
5.000 -lacho mt cun sch di v cht lng tt.
Nu bn phn vn v tnh o c trong vic ny, bn c th s
yn tm hn khi bit rng theo c tnh c khong 70% tt c
nhng cun sch giy u c thu vit (vng, v bao gm hu
ht nhng tc gi ni ting na).
2. T ghi m li ni ca mnh
ghi m nhng g bn ni, n gin ch cn dng mt micro

hoc c th nh ai phng vn v chc rng tt c ni dung
117
c thu li. Sau hy ghi ra nhng g bn ni. ci thin

thnh phm, bn c th thu ai sp xp li ni dung theo mt
trnh t logic, bin tp v nh dng (hoc bn c th t lm ly).
3. Private Label Rights (Quyn s dng nhn hiu ring)
Private Label Rights l mt thut ng trong tip th trc tuyn

nhm ch mt chng nhn m bn s hu hu ht hoc ton phn
quyn s hu tr tu ca mt sn phm k thut s no . Chng
nhn ny do ch s hu ca sn phm quy nh, php lut
khng quy nh v nhng quyn ny.
Bn c th dng Private Label Rights bin cun sch ca ngi
khc thnh ca mnh.
V d th trng ngch ca bn l nu mn , bn c th g nu
mn n PLR trong Google. Sau mua mt cun ebook
khong t 9-17 -la ri bn li vi tn tc gi l bn.
Nh kim tra xem bn c quyn bin tp li cun sch hay khng.
Nhiu sn phm PLR gi r c mt cht lng thp tng ng
v bn c th phi cn chnh sa trc khi bn. Tuy nhin, chng
c th l mt c s tuyt vi bt u v gip bn tit kim rt
nhiu thi gian.
Bng cch ny, bn c th s hu mt cun ebook gc m bn
quyn thuc v mnh.
Nu bn sn sng chi nhiu tin hn, c mt s sn phm PLR
cht lng tt trn th trng nhng bn s mt thi gian tm
kim v chng khng nhiu.
4. Public Domain (Ti sn cng ng)
Public domain l thut ng dng ch cc tc phm m quyn s

hu tr tu ht hn, b mt hoc khng th p dng c. V d
118
To ra sn phm
bao gm c nhng tc phm ca Shakespeare v Beethoven, hu

ht cc b phim cm trong giai on u, cng thc ca nh vt l
hc Isaac Newton
Bn c th bn hay bin tp li cc tc phm thuc ti sn cng
ng thnh ca mnh, v khng ai s hu quyn i vi n na.
(Khng c vn g vi vic o vn).
Hu ht nhng tc phm vit trc 1923 v nhiu tc phm khc
trc 1977 l ti sn cng ng. Hy chc chn trc khi bn s
dng bt k th g, n thc s thuc v ti sn cng ng.
www.dlwmmm.com/gutenburg l ni tuyt vi tm ra nhng
cun sch thuc ti sn cng ng c nh dng sn k
thut s.
Ti s khng ngh bn bn nhng cun sch t bc ny. Hy
s dng chng nh mt nn tng v cp nht li (rt nhiu tc
phm s dng ting Anh c xa).
Mt la chn khc l s dng chng lm nn tng cho cc sn
phm m thanh hay video.
5. Hp tc vi mt (hoc nhiu) chuyn gia
Nu bn nghin cu v pht hin ra mt th trng ngch no

c th em li li nhun nhng khng bit g v lnh vc ny (m
n thc s i hi s thnh tho, tinh thng), bn c th ngh n
vic hp tc vi mt ai c uy tn.
Bn c th tn dng kin thc ca h v cng to ra mt cun
ebook. Thng lng mt tha thun rng h s vit ni dung v
bn ph trch phn bn hng, li nhun chia u 50/50.
Bn c cch tip th cng nh h thng bn sch (khi c ht
cun sch ny), bn ch cn ni dung.
119
Mt la chn khc l hp tc vi nhiu chuyn gia, mi ngi

ng gp mt chng cho cun sch. Bng cch ny, bn thm
ch khng cn phi chia s li nhun. Nhiu chuyn gia thng
vui lng tng bn mt chng ly li s ni ting (khi cun
sch c pht hnh).
Hy ln k hoch ng n, sau ny bn cn c th tn dng cc
mi lin h ca h khi ra mt tc phm.
B QUYT HNG U: hy tm mt cun sch khng cn xut
bn na v lin h vi tc gi.
C nhiu cun sch rt hay hu ht mi ch nhng khng
c tip th tt trn th trng. Chng b cc nh xut bn b ri
v dn chm vo qun lng.
Nhng quyn sch ny dng nh khng c c hi ta sng ln
na, v th nu bn ngh c bn chng, tc gi gn nh ko
cn g mt v s ng cho bn th sc.
Sau khi hon tt vic thng lng, bn ch cn scan li bn in
v chuyn n qua d liu ch (phn mm n gin s gip bn c
mt phin bn d liu ch ca ti liu ti bn li nh mt tp
tin PDF).
Mt li ch khc t gii php ny l nh xut bn thng ch phi
chia cho nh vn 10%. iu ny c ngha l s mong i ca h v
vic chia li nhun s thp hn nhiu so vi suy ngh ca bn.
7 b quyt lm cho cun ebook ca bn thc s xut sc

Khi bn ng dng 7 b quyt ny, cun ebook ca bn s l mt sn
phm khin bn c th thc s t ho (v bn chy hn)...
120
To ra sn phm
1. Li ph bnh
Hy tm mt ngi no thuc nhm c gi m bn ang

hng ti (nhng khng phi l thnh vin gia nh) v nh h
xem qua cun sch. Bn s thch th vi nhng xut chn
thnh v nhng phn hi c tnh xy dng ca h.
Hy hi h rng h hc c nhng g? H c ng dng c
nhng gii php trnh by trong cun sch khng? H thch cun
sch c b cc nh th no? H mun bn vit thm ni dung
g na trong cun sch? V, theo quan im ca h th bn nn
lm g ci thin cun sch ?
Nhn cng nhiu li ph bnh cng tt, t nhng ngi mi bt
u cho n nhng chuyn gia trong th trng ngch ca bn.
Sau bn c th xem liu bn t c nhng mc tiu ban
u cha, hay phi lm vic vi n thm na.
Nu bn nhn c nhng li nhn xt tch cc t cc chuyn gia
trong lnh vc m bn ang vit th hy xem bn c th dng
chng nh mt li chng thc hay ko. Vic ny s lm tng
nim tin cho cun sch ca bn v tng doanh thu.
2. c to n ln
Vic c to cun sch ln s gip bn pht hin ra nhng cu vn

phc tp v kh c. Bn cng c th pht hin ra nhng li ng
php m c th bn b qun.
Hy nh, n gin thi.
3. KISS (Keep It Simple Stupid): n gin ha mi th
Khi bn nm r v mt vn no , bn thng c xu hng

gi nh rng ngi khc cng ging nh vy. Nhng kin thc
bn cho l c bn, ph bin nhng vi khch hng ca bn c th
l khng.
121
Bn cn phi gii thch mi th da trn trnh c gi ca

mnh. V bn khng bit khch hng ca mnh c th hiu hay
khng hiu g nn tt nht l hy coi nh h cha c kin thc g
trc .
Cung cp cho h nhng li gii thch r rng v chi tit h c
th nm bt mt tng mi. Ngoi ra, t cc ng dn tham
kho ti nhng ngun khc cho nhng ngi cn thm thng tin.
4. u tin v cui cng
Mi ngi c xu hng thng nh nhng thng tin u tin v

cui cng h nghe thy. Nhng thng tin phn gia c th d
dng b lng qun.
Hy tn dng iu ny bng cch nhn mnh nhng im quan
trng nht phn u v cui mi chng.
5. Tng tc
Hy thu ht s ch ca c gi bng cch tng tc vi h.

Dng li v hi mt cu hi. To ra mt khong dng vi on
vn mi h c th suy ngh v cu hi v a ra cu tr li.
Minh ha im no bng chnh cc cu chuyn t kinh
nghim ca bn vi nhng vn tng t m c gi cng c
th gp phi. H s ng cm v kt ni vi bn mt cch d dng
hn l bn khng chia s bt c iu g ca bn thn mnh.
Nu cun sch ca bn vit v cc gii php lm mt vic g
th hy a ra nhng bi tp cn lm n gin mi cp . Mt
khi nim mi s d nm bt hn khi bn c hng dn phi
lm g vi cc bc c vch sn.
122
To ra sn phm
6. D dng ng no
Khng ai trong chng ta c th d dng x l mt khi lng

thng tin khng l. Khi c qu nhiu ch gp li trong mt on
vn, bn s khin c gi cm thy b ngp.
Nu bn chia nh thng tin ra th chng s c n nhn mt
cch d dng hn. Vit nhng cu ngn, on vn ngn v khng
qu 3 n 5 gch u dng trong mt .
Cng nh khi bn ang dy hc, nu bn cho hc vin bit nhng
g bn sp ging, sau dy v tm tt li s gip mi ngi hc
v thc hnh tt hn.
7. Hy l chnh mnh
ng e ngi vic bc l c tnh ca bn xuyn sut nhng bi vit

hoc video. Bn ko cn phi cng thng v trnh trng. C gi cho
n t nhin v vui v. Khi iu g c dy theo cch hi hc,
ngi ta s d dng tip thu hn.
Mi ngi u thch bit r cn nguyn, ngun gc. Hy chia s
nhng sai lm ca bn nh l mt v d ca nhng iu khng
nn lm. c gi s nh gi bn l mt con ngi chn tht.
m thanh (Audio)
Hy xc nh mc ch cho sn phm m thanh ca bn.
iu quan trng l bn phi bit mnh s s dng nhng sn phm
m thanh nh th no, t quyt nh cch tt nht sn xut v
nh dng chng.
Sn phm m thanh c gi tr nhn thc cao hn so vi mt cun
ebook, do bn c th nh gi cao hn.
123
Ty thuc vo vic bn mun bn sn phm m thanh ca mnh

giai on u hoc cui ca quy trnh bn hng, bn c th d dng
a ra mc gi t 27 n 147 la, ty theo cht lng v v tr ca
chng m bn xc nh.
Bn cng c th chn cch n gin l kt hp chng li vi nhau nh
phn qu tng km cho cun ebook tng thm gi tr. Mt s ngi
chng bao gi c mt cun ebook nhng li thch nghe audio.
Hoc bn c th tng min ph cc sn phm m thanh ca mnh
thu ht v xy dng danh sch khch hng tim nng. Bn c th thu
thp tn v a ch email ca h, i li h s c c nhng thng
tin gi tr.
Bn cng c th a nhng on audio ln blog hoc website. Vic
ny s lm tng gi tr mt cch nhanh chng v c th c s dng
nh mt chin lc thu ht khch hng tim nng.
Nu bn c mt cun ebook hoc mt cun sch giy, ti ngh
bn nn sn xut thm mt phin bn audio i km, ngay c khi n
ch di mt ting ng h. Nguyn nhn l n c th c chia s (
bt c hnh thc no) v bn s mun c gi ca mnh c l do
truy cp vo website v cung cp thng tin cho bn.
Thit k sn phm m thanh

Vic nghin cu k lng nhn bit kha cnh no trong th
trng ngch ca bn m mi ngi ang tm kim thng tin l rt
quan trng.
Hy tm hiu trn Google ti ca bn xem nhng thng tin no
tn ti v nhng thng tin no b thiu st. Bn cng c th xem
qua cc din n ni v ch ca bn tm hiu xem mi ngi
ang mun bit thm v iu g.
124
To ra sn phm
V c bn s dng trnh t ging nh nh vit 1 cun ebook. S

khc bit duy nht l cch bn trnh by thng tin m thi.
Bn c th tra cu cc cng b v ti sn cng ng tm thm
thng tin cho sn phm m thanh ca mnh hoc s dng sn phm
PLR lm nn tng.
5 cch c o trnh by sn phm m thanh ca bn

Trong khi n gin c to thnh ting nhng ni dung trong
cun sch n c vi nhiu khch hng hn, c nhiu cch khc
to ra ni dung audio. Di y l 5 cch khc nhau m bn c
th trnh by sn phm m thanh ca mnh lm n hp dn v
cng thm nhiu gi tr hn.
1. To ra 1 tin trnh (course)
Nu ch ca bn bao gm rt nhiu thng tin, ti sao khng

bin n thnh 1 tin trnh? Bn c th phn pht audio ca mnh
thnh nhiu phn v vy khch hng ca bn nhn n ti nhng
khong thi gian c nh.
Bn c th trnh by thng tin c bn lc bt u v sau da
trn xy dng nhng thng tin nng cao hn. Cung cp cc ti
liu (worksheets) thc hnh hoc ngun tham kho thm s hu
dng bao gm nh 1 ti liu tng thm min ph.
2. Mi mt chuyn gia
Nu bn khng am tng lm v ch mnh chn hoc

mun tng thm gi tr cho ton b sn phm th bn c th mi
mt chuyn gia t bn ngoi.
H s c th cung cp nhng thng tin cht lng cao v a ra
nhng quan im khc bit cho ch ca bn.
125
Nu l mt chuyn gia ni ting trong ngnh th tn tui ca

h c th lm tng uy tn v gip sn phm m thanh ca bn bn
chy hn. Thm ch h c th s nhit tnh gip qung co sn
phm ca bn mt khi n c hon thnh.
V tt nhin bn khng nht thit phi gii hn mnh vi ch
mt chuyn gia. C rt nhiu cch play (bin ha) vi ch 1
tng ny.
3. Dnh thi gian cho nhng cu hi p
Thng thng khn gi mc tiu ca bn s c nhng cu hi

mu cht trong u cn c tr li. Khi bn xc nh c
nhng cu hi ny v sau cung cp cu tr li, bn a cho
c gi ca mnh chnh xc iu m h mun bit.
Vic ny c th c thc hin thng qua mt cng ty v hi ngh
chuyn qua in thoi (teleseminar) min ph nh l
www.dlwmmm.com/conference.
Thng tin ny c th c thu m, bin tp nu cn, sau cung
cp cho nhng ngi khc nh mt replay (vic nghe li).
4. c phng vn
Nh ai phng vn bn v ch ca mnh. iu ny s lm
bn trng ging nh 1 chuyn gia. Chun b sn sng cu hi t
trc v tp lm quen vi nhng cu tr li.
Bit r cu tr li khi bn tr li cu hi nghe t nhin v am
hiu. Trnh vic c cu tr li tng ch mt v iu ny nghe rt
gi to v thiu chuyn nghip.
Tt c nhng g bn cn l mt ngi bn v mt chic micro tt.
Mt chic micro tt s gip cho cuc phng vn c v chuyn
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To ra sn phm
nghip hn. Hnh thc ny thc s rt cn s chuyn nghip (tr

khi n c thc hin di dng webinar or teleseminar)
Tt hn ht l bn nn nh mt ngi ni ting thc hin cuc
phng vn.
5. To ra mt bui din thuyt
Bn c th trnh by nhng thng tin ca mnh trong 1 chui

audio.
Ngh v iu ny nh mt chng trnh audio. Bn trnh by nhng
thng tin ni tip nhau ti mt thi gian c nh sn vo mi
tun. Bn hnh ng ging nh mt phng vin v c th phn pht
tin tc, cp nht, thng tin, b quyt v nghin cu ca ngnh...
Bn c th tn dng cc danh mc podcast nh iTunes gip
truyn b thng tin v qung co thm cho audio ca bn.
Cch lm ny khng phi dnh cho mi ngi hay bt c th
trng ngch no. Tuy nhin, mt vi th trng n hot ng
rt tt.
3 iu kin sn phm m thanh ca bn phi p ng

1. Phong cch ni tt
Mt cun bng ghi m mang nhiu du n c nhn hn l mt

cun sch in t. Ngi nghe c th cm nhn c bn t
ging c v kt qu l h cm thy c kt ni vi bn nhiu
hn. Hy nh mt ngi bn a ra nhng li nhn xt chn
thnh v ging c ca bn.
Hy thu m ging ca chnh mnh v nghe th. Bn pht m nh
th no? m iu ca bn c thn thin ko? Bn c ni qu to hay
qu nh khng?
127
Bn c th s dng ging ni bnh thng ca bn hng ngy khi

bn tr chuyn vi bn b ca mnh. Khng nht thit phi qu
trnh trng. Bn s nhn ra rng bn ni hi nhanh mt cht khi
bn say m v iu g , v iu ny hon ton chp nhn c.
Tuy nhin, vi mt s ngi th bn cn ch hn vo ging ni
mi khi thu m. Vi mt cht luyn tp, bn s tm ra mt phong
cch ph hp vi mnh nht.
2. Trnh t mch lc
Nu bn c ni lng vng th c th s lm cho ngi nghe thy

ri. l l do ti sao bn cn phi trnh by nhng thng tin ca
mnh theo mt trnh t logic.
Hy gom tt c nhng thng tin c lin quan vi nhau thnh mt
ch chnh. Vic ny s gip ngi nghe theo di c nhng g
bn ang ni.
Ti cha bao gi c hay s dng n kch bn v nghe n rt
gi to. Tuy nhin vic i theo cc gch u dng s gip ch
rt nhiu.
Hy lm theo 3 hoc 4 bc u tin trong phn vit cun ebook
ca mnh v s dng iu ny nh ch dn cho vic thu m ca bn.
3. a ra nhng thng tin c gi tr
Nu bn khng mang li cho khch hng ca mnh nhng thng

tin cht lng th h s yu cu bn phi bi hon. V th ch h
tin nhng thng tin m bn c th chia s.
Hy phng khong vi lng thng tin bn cung cp v lun cung
cp tht nhiu. Khi bn p ng vt hn mong i ca khch
hng, h s thc s vui lng (v thng s mun quay li c
thm thng tin).
128
To ra sn phm
Thit b v dch v m thanh

Cht lng ca bn ghi m s phn nh cht lng sn phm ca
bn. Ngay c khi nhng thng tin ca bn l hng u th sn phm
ca bn s b nhn nhn low grade nu bn thu m low grade.
bo m cht lng thu m tt nht, hy chc rng bn ang
trong mt cn phng yn tnh. Bt c ting n no xung quanh s
nghe t hn rt nhiu trong bn thu m ti thi im .
Bn cng nn gim bt k thit b in t no to nn hi m trong
phng (iu ny lm cho bn thu m tr nn r tin v c m thanh
long xong, c bit l trn mt chic micro tt). lm iu ny
n gin lt phng ca bn nhng tm chn v nm ng sau micro,
v trn sn nh nu nh bn khng c thm.
Hy im qua mt s thit b v dch v m thanh m bn c th
s dng.
1. Microphone
Nu bn mun t mnh thu m th mt chic micro headset kt

ni bng USB tt s rt hu ch. m bo rng n l mt USB
headset ch khng phi loi cm vo l micro v l tai nghe trn
my tnh ca bn.
Mt s la chn tt hn l cc dng micro USB c sn xut bi
hng Blue. y l nhng chic micro desktop mang n cht
lng thu m xut sc.
bo m cho cht lng m thanh c tt nht, bn phi xc
nh mt khong cch ph hp t chic micro. Mt khi bit c
iu ny bn phi duy tr khong cch ny. Hy th nghim cho
n khi bn c c cht lng m thanh tt nht.
129
2. Chng trnh Audacity
Audacity l mt chng trnh bin tp m thanh min ph v d

s dng. Bn c th ti n xung t trang
www.dlwmmm.com/audacity.
Bn c th thu m, thay i cht lng thu m v trn nhng m
thanh cng nhau (tin dng cho phn gii thiu v phn m nhc
lc kt thc).
3. Thu m cho tt c (Record for All)
Nu bn ang s dng nhng sn phm m thanh tng thm

gi tr cho blog hay trang web ca bn,
www.dlwmmm.com/record cung cp cho bn mt gi tin dng.
Bn c th ci t phn mm ny vo my tnh thu m v sau
chuyn chng thnh ch live feeds.
Bn c th mua Podcasting Bundle ca h (i km vi phn mm
Record for All v Feed for All rt ph bin ca h).
C mt phin bn min ph bn c th ti v v dng th. Nu
bn thch th bn c th tr tin mt ln.
4. Dch v hi ngh qua in thoi
C nhiu dch v hi ngh in thoi ngoi kia, v d nh

www.dlwmmm.com/conferencing . N min ph v s dng
n gin.
Bn gi vo, thc hin audio ca mnh (nu bn ang phng vn
mt chuyn gia th nh h gi vo lun) v n s thu m li.
(Thm ch bn c th ti xung tp tin MP3 v sau chp ra
mt a CD v ng ti ln trang web ca mnh.)
130
To ra sn phm
5. To ra mt bn dch
tng thm gi tr cho sn phm m thanh, bn c th gm mt

bn dch ca n. Mt s ngi thch c mt bn sao = ch lm
ti liu tham kho c.
www.dlwmmm.com/dictate l mt dch v gi c va phi v
nhanh chng c th dch/chp li nhng tp tin MP3 ca bn
(thng trong vng 24 ting).
Video
Bn c th giao tip r rng v gii thiu bn thn mnh theo mt
cch d tip cn i vi hu ht mi ngi khng? Bn c nhng
kin thc gi tr, tinh thng c th nng cao i sng ca ngi khc
khng? Thng tin ca bn c c trnh by tt nht khng?
Nu c, th video c th l mt phng tin truyn thng mang li
li nhun cho bn.
Nu bn cha bao gi lm mt video trc , th tng ny c th
lm bn nn ch. Nhng mt khi bn tr nn quen vi n, th video
l mt cch powerful lm nhiu vic.
Nu bn mun to mt sn phm video, gi tr nhn thc cng cao
ng ngha vi vic bn c th bn vi gi cao hn so vi mt sn
phm bng ch vit hay m thanh.
Bn c th mun s dng video postcasting v v-logging thu ht
khch hng tim nng.
Ngoi ra, i ly a ch email, bn c th phn pht thng tin
min ph qua video. iu ny s khuyn khch nhng khch hng
tng lai vo phu bn hng ca bn.
Video c th to ra rt nhiu lng truy cp cho bn (c bit nu
n c lan truyn). Bn c th ng ti nhng video ca mnh trn
131
cc trang chia s video vi mt hng dn hnh ng nhm hng

nhiu khch hng tim nng tr li trang web ca bn.
Video l mt cch tuyt vi xy dng mi quan h lu di vi
nhng khch hng hin ti v tng lai. Tht d h c th cm
nhn bn l ai v bn i din cho ci g.
Lm tht tt, video s xy dng lng tin. Ngc li n s lm gim uy
tn ca bn.
5 cch m bo thng ip ca bn c n nhn

1. Ghi nh i tng khch hng mc tiu
Xem xt bn mun nhm n ai trong video ca mnh v ch ni

chuyn vi h. Lc no bn cng phi c khch hng mc tiu
trong u. iu ny s lm cho video ca bn gn gi v h c th
cm thy kt ni vi bn nhiu hn.
Ngi xem cng giao tip nhiu vi bn, h s cng thch v tin
tng bn. iu ny s lm h s sn sng i theo nhng hnh
ng m bn ngh (v d, gh thm trang web ca bn, ng k
thng tin, hoc mua sn phm ca bn).
2. Vit kch bn ca bn
ng no trc, nhng ng qu lu. Ngi xung vit kch bn

cho video ca bn cng sm cng tt. Hy a ra mt thi hn v
tun th cht ch (mc d bn c th ny ra vi tng trong
sut qu trnh ng no ban u, nhng hu ht cc tng s
n khi bn bt u vit.)
Ch cn vit ht tt c ra. ng lo lng v ng php, tri chy hay
trnh t logic.
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To ra sn phm
Bc tip theo l bin tp. Hy tm nhng cch thu ngn cc

khi nim, hoc cc cch trnh by kin, sn phm hay dch
v. B cc phn tha thi, chn lc t ng v chnh sa kch bn.
Mi ngi c mt khong thi gian ch ngn nn lm cho n
cng ngn gn cng tt.
Mt trong nhng im khc bit ln vi vic vit mt kch bn
video l bn cn suy ngh v vic khan gi s xem cng nh nghe
iu g. Chia nh trang thnh cc phn cnh, mi phn cnh vi
mt khung thi gian nht nh.
Mi phn cnh s c ba phn. Li c ni, hnh nh g s c
chiu ln mn hnh, v nhng hiu ng m nhc hay m thanh
no c chn vo.
Trong nhiu trng hp th vic ny s rt n gin, v d ch mt
video bn ang ni, hoc mt chui cc nh chp mn hnh. Mc
d nu ang lm nhng thc phim qung co, bn hy chc chn
s dng m nhc v hiu ng m thanh bi v chng lm tng
them rt nhiu tc ng.
Bn cng c kch bn sm, bn cng c th quay video sm.
3. Hy th hin (ng ni)
Ngi xem s lnh hi nhiu hn khi h thy mt iu g c

biu th bng hnh ng, hn l ch xem bn ni v iu .
Hy th hin iu bn ang lm vi mt ngi khc, v th khn
gi c th hiu bn ang dy iu g. Bn cng c th nh mt
ngi khc a ra cu hi m khn gi c th hi.
Bng cch ny bn c th lm sang t bt c tr ngi no khi bn
i xuyn sut video.
133
Vi cc video o to v hng dn lm th no, bn s tn dng

c li thuyt minh. y l cch bn ko phi xut hin trc
camera bi v khn gi xem s biu din ca bn.
4. di
Ti cp n iu ny ri, nhng ti s ni li. Mi ngi c

nhng khong thi gian ch ngn ngi (v cc cuc nghin cu
cho thy rng khong thi gian cng ngy cng ngn).
Nu bn ang gii thch lm th no thc hin mt vic g ,
hy tn dng tt c thi gian bn cn gii thch tht k, nhng
ngn gn. Ba n by pht l mt di l tng. Nu iu bn
phi ni tn thi gian di ng k, hy xem xt vic chia ni dung
thnh chui cc video.
5. H c th hiu thng ip ca bn khng?
Trc khi ng ti video, bn phi ginh c nhng phn hi c

gi tr. Hy hi ai trong i tng khch hng bn hng n
a ra ph bnh v video ca bn.
H c th hiu khng? H c nhn c mc ch hay thng
ip trong video ca bn khng? (Nu khng, phn no cn c
lm li?)
Hy hi h xem v mt tng th video ca bn c hp l khng?
Video c chy lin mch khng? Bn khng mun video ca
mnh c to ra bi mt m thng tin hn n an xen vo
nhau.
134
To ra sn phm
7 b quyt ci thin video ca bn nhanh chng

1. S dng tripod (gi ba chn)
Nu bn khng di chuyn my quay th mt ci tripod gi r s

gip bn. Nu bn di chuyn my quay th bn s cn chi thm
mt khon ng k.
Mong i u t khong 150 -la hoc hn cho mt tripod cht
lng c nh my quay xch tay. Bi v ngay c khi my quay
ca bn c b phn chng rung bn trong, th n ch c th pht
huy tc dng cho mt s di chuyn nh.
m bo rng tripod m bn dng c mt ci u c bit dnh
cho vi video, hn l ch mt ci my quay tnh.
2. Di chuyn v phng to thu nh
Khng cn thit phi qut lin tc sau v trc t ch th ny

sang ch th khc, hay phng to hoc thu nh lin tc. iu
gip cho ngi xem gi c hng th.
Di chuyn v phng to thu nh nhm nhn mnh n ch th ca
bn, v khng bao gi lm iu ny m khng c l do. Di chuyn
v phng to thu nh mt cch c ch , chm ri, c ng khoan
thai nh nhng. S uyn chuyn ny s lm cho nhng video ca
bn chuyn nghip hn (v d xem hn).
3. B cc (quy tc mt phn ba)
Tt c ngh s u s dng tam gic vng hoc quy tc mt

phn ba. l cch nhanh nht t c mt b cc chuyn
nghip v cn bng.
Chia nh mt hnh nh thnh 3 phn, c chiu ngang v chiu
dc. By gi bn c 9 phn, vi bn im giao nhau. (Mt ca
135
chng ta vn i theo mt trong bn im giao nhau ny m

khng phi l chnh gia tm nh.)
V th khi bn t mt ca ch th vo mt trong nhng im
giao nhau ny, mi ngi xem video ca bn s nhn thy n t
ng hi ha v cn i.
4. u t cho Lavaliere Microphone (Mic ko dy t hon eo
c hoc ve o)
c m thanh tuyn vi cho bi din thuyt; hy u t mt lav

micro. Chng nh, kn o v kp vo y phc ca chuyn gia bn
ang phng vn gn ming ca h.
Bn cn mt lav micro, bi v thm ch loi micro ca my quay
tt nht cng s thu ting gia bn v ngi bn ang phng vn,
v cng thu c m thanh ng sau v hai bn my quay.
5. nh sng hai phn ba
nh sng ba im vi hai phn ba trn mt bn s cho bn mt

kt qu tuyt vi.
nh sng hai phn ba l ni bn c mt n sng, v mt n t
sng hn c gi l n ht sng. iu ny c ngha mt bn ca
bn s sng hn bn cn li, cho bn r nt v tng phn
nhiu hn.
n ht sng nn cao hn bn, chiu sng ln vai lm tot ln
hnh dng ca bn.
Khng s dng n halogen gay gt v s to ra qu nhiu bng.
Tr nn qu r s ko p. Nu bn nhn ra mnh ang c hiu
ng ny, bn nn phn x li nh sng bng cch dng nhng t
giy, vi hay d.
136
To ra sn phm
Tm trn YouTube nhng video hng dn tuyt hay v lm th

no thit lp nh sng ba im. V cho d bn lm bt c ci g,
ng b qua bc ny thm ch n c th ci thin kt qu ca
webcam.
6. B tr i tng phng vn ca bn
Mc ch ca bn l thc hin mt cuc i thoi thng thng

vi ngi bn ang phng vn h trng va t nhin v chuyn
nghip.
B tr chuyn gia ca bn ngi v mt bn (khng trc tip ngay
gia khung hnh ca bn). Ghi hnh c u v phn ngc trn ca
h. Chc rng bn d nhiu khong trng xung quanh v chuyn
gia h c th c ng t nhin m khng ra khi mn hnh.
Bn khng cn phi c nhn thy khi ang phng vn i tng
ca mnh. Hy mt h nhn vo bn khi ang ni chuyn (ch
khng nhn vo my quay).
7. Phn mm Camtasia
Nu bn khng c my quay, Camtasia l mt phn mm nh

cho php bn thu hnh mn hnh thc t trn my tnh ca bn.
(C 30 ngy dng th min ph, ch cn truy cp vo trang
www.dlwmmm.com/camtasia)
Bn c th phng to hay thu nh vo nhng khu vc quan tm, v
lm ni bt v tr con chut nu bn mun ch vo ci g c th.
Mi ngi xem video ca bn c th d dng nhn thy bn ang
nhp chut vo u.
Nu bn khng rnh v k thut, Camtasia c mt ch lc m
thanh ch vi mt c nhp chut. N hot ng ging nh mt
dng c lc lm r m thanh.
137
Camtasia hon ho cho mt bi thuyt trnh bng PowerPoint

chn m thanh.
C nhng la chn min ph khc, nh Screen Flow nu bn s
dng my tnh Mac ca Apple; tuy nhin, theo kin ca ti
Camtasia n gi vn l tt nht v ng u t nht.
Hy theo ui s hon ho tch cc

Tht khng tt khi theo ui s hon ho qu nhiu v qu t m vi
video ca bn.
Dnh nhiu thi gian lm cho n hon ho c th s khng gip bn
kim nhiu tin hn v lu di. y khng phi l mt cch tip cn
ng n i vi video.
Lm cho video ca bn tt, r v c th xem c l mc tiu chnh
ca bn.
c thm nhiu tng hn v video, hy ly mt bn copy hng
dn
min
ph
ca
Gideon
Shalwich
ti
trang
www.dlwmmm.com/rapid. Mt iu phi c i vi bt k ai
mun s dng video, c bit l thu ht khch hng tim nng.
Phn mm
Pht trin v launch thnh cng phn mm ca chnh bn c th l
mt trong nhng phn kh nht, nhng l th xng ng m bn c
th lm.
N cng c th l mt tm v n vi thnh cng ti chnh to ln.
Nu bn c mt tng cho mt sn phm phn mm, v mun bit
thm v chi tit lin quan th y l chng dnh cho bn!
138
To ra sn phm
Bn mun pht hnh (release) phn mm ca mnh nhanh nh th no?

Bn cn hiu r bn thn mun phn mm ca mnh c mt ngoi
th trng nhanh nh th no.
Hy i qua nm cu hi ny tm ra liu tng phm mm ca
bn c ng pht trin.
1. Phn mm ca bn c c nht hay khng?
Ngay by gi, c bt c chng trnh no ging phn mm ca

bn trn th trng khng?
Nu khng, th vic pht hnh ra phn mm u tin cho bn li
th qung co v cnh tranh khi l phn mm u tin.
Nu phn mm tn ti, bn s mun chc chn rng mnh c
mt gc nhn c o, hay t nht l mt chin lc tt hn cho
marketing.
cnh tranh, vic gio dc cho mi ngi hiu ti sao phn
mm ca bn tt hn nhng sn phm c mt trc ngoi
kia l rt cn thit.
2. t hay nhiu tnh nng hn?
Nu tng sn phm phn mm ca bn l c nht, bn c l

phi b tr t tnh nng hn d kin, ch cn a phn mm ca
bn ra ngoi .
Nu bn i qu lu lm phn mm hon ho, ai c th s
nh bi bn ln v tr s mt v a ra cng tng trc bn.
Mt iu bn c th chc chn l s c mt ai , ni no c
th c cng tng ging bn.
Phn mn t tnh nng hn c th bn chy hn cc phn mm c
nhiu chc nng. iu ny nghe tht khc thng; tuy nhin tnh
139
tin li l vn then cht. Thng ch c 20% cc tnh nng

c s dng bi 80% ngi tiu dng.
3. Bn c kh nng ch i khng?
Bn ra mt phn mm cng nhanh bn cng nhanh chng kim

c tin.
Cng tn thi gian lm cho mi th hon ho, thi gian bn
gnh nng ti chnh cng di.
Phn mm c th kh tn km pht trin, ph thuc vo s
phc tp ca n.
Chc chn bn c kh nng chi tr t nht l gp i chi ph d
kin cho vic pht trin, v c th ch c gp hai hay ba ln thi
gian pht trin d kin. Ngay c khi iu ny nghe c v bo th.
Ti chng kin qu nhiu d n tht bi v khng lm c
iu ny.
4. Nhng khch hng ca bn ngh g?
Cch n gin nht tm ra nhng g khch hng ngh l a

cho mt vi ngi mt bn copy. Hy bt u t nh v tng ln.
Bn ra mt phn mm cng nhanh bn cng c nhiu phn hi c
gi tr nhanh hn.
Mc d lng khch phn nn c th s cao nhng h c th
mang li nhng phn hi tuyt vi cng nh tng lm th no
pht trin phn mm ca bn tt hn.
Rt nhiu li ph bnh cng tt. N cho thy mi ngi quan
tm thc s th v s dng n.
Nu bn dnh nhiu thi gian pht trin phn mm ca mnh,
th bn s mt hn vi vic h tr khch hng sau ny. Tuy
140
To ra sn phm
nhin, nu i qu lu bn c th nhn thy rng khng ai cn

mun dng sn phm phn mm ca bn na.
5. Bn s tip th n nh th no?
Hy nh nguyn tc vng ca marketing - hy r rng trong vic

bn d nh bn phn mm ca mnh nh th no. Lm th no
n ph hp vi bc tranh ln hn?
Nu bit trc iu ny, bn c th thit k phn mm ph hp
vi n. Bn cng s c mt tng r rng hn v vic liu rt
cuc n c xng ng pht trin hay khng.
B quyt sau l pht trin phin bn u tin cng nhanh cng
tt. Bo m rng tt c cc sai st chnh c gii quyt trc
khi ra mt.
ng bao gi tin tng nhng lp trnh vin trong vic th
nghim phn mm. S tht l cho d h c th nghim, h cng
khng th kim tra mi sai st c th xy ra. y l l do ti sao
bn cn mt s gii thiu nh trc khi tung ra th trng ln.
Ngi dng ca bn s tm ra li (nhiu na l ng khc).
Trong khi khng ngng ci thin phn mm v loi b nhng sai
st bn vn c th tip tc tng thnh phn ngi dng. Mt khi
bn t tin rng bn sn sng, th lc c th tung ra ton b.
7 b quyt xc nh mc ch ca phn mm
Vn cha tt khi c mt tng m h v vic phn mm ca
bn s lm ci g.
Bn s to ra sn phm tt hn khi bn t hi chnh mnh bn mun
sn phm ca mnh lm g. V c bn bn mun c mt sn phm
phn mm lm hi lng khch hng.
141
1. Ai s s dng phn mm ca bn?

2. Ti sao h s s dng n?
3. Phn mm ca bn c chc nng g m nhng phn mm khc
khng c?
4. Khi no h s s dng n?
5. H s s dng n thng xuyn khng?
6. H s s dng n u? (Online hay offline? nh, ti vn
phng hay ang i du lch?)
7. Lm cch no h c c phn mm ca bn (H s phi ng
nhp hay n l mt ng dng c giy php?)
Mt khi nhng cu hi trn c tr li, bn s c tng s dng
h thng no (v nhng h thng no cn c hp nht).
Sau bn c th a nhng hng dn ny cho ngi thit k v
gii thch bn mun iu g. iu ny s gip qu trnh pht trin d
dng hn cho h v h bit r tng ca bn.
Phn mm dnh cho trnh duyt hay desktop?

Lm th no quyt nh s pht trin phn mm cho trnh duyt
web hay cho desktop? Bi mi bn u c u v khuyt im ca n.
Vi mt phn mm chy trn desktop, khch hng c th s dng
ngay c khi ang online hay offline.
Cn bt li chnh l vic h tr c th rt tn thi gian (H tr t xa
th li t tin) v n c th kh trin khai. Ngoi ra, cn c nhng
vn ln v tnh tng thch vi nhng trnh duyt khc nhau.
Mt khc, nhng phn mm chy trn trnh duyt web gip cho nn
tng tr nn c lp, tip cn c vi nhiu ngi hn (v ai cng
142
To ra sn phm
c mt trnh duyt) v gp t vn v vic h tr hn. Nhng n li

tn km cho nhng my ch v c th to ra nhng vn bo mt
trong vic qun l d liu.
Bn c th quyt nh gii php no s hot ng tt nht cho phn
mm ca mnh.
Xy dng i ng lp trnh
Vn chnh l nu y l d n di hn th ng mun thu nhn
lc bn ngoi trong mt thi gian nht nh (ti s gii thch l do
ngay sau y).
iu ny c ngha l hy xem qua nhng la chn khc nhau lin
quan c th v vic pht trin phn mm.
Thu nhn lc bn ngoi

Vi vic thu ngoi, bn tr tin cng vic c thc hin v ch
c th. Bn khng phi tr cho bt k chi ph no khc nh thu vn
phng hay cung cp my tnh lm vic cho cc nh pht trin.
iu khng may l nu d n ca bn ln, th vic thu ngoi c th
kh qun l. Bn s mun chc chn rng mnh lun c nhng d
liu d phng thng xuyn, truy cp vo m ngun v kim tra cp
nht thng xuyn.
Mt vn ln khc na vi cc m l vic hu nh khng th tm
c ai c th n v lm vic vi n. M cng di v cng phc tp
bao nhiu th kh nng cc nh lp trnh khc mun ng n n
thp hn by nhiu.
iu ny c ngha l bn c th chi hng trm hay hng nghn -la
cho d n ca mnh, sau nhng nhn lc thu ngoi bin mt v
li nhng th m bn khng c cch no pht trin tip c na.
143
Nu nh bn quyt nh s i theo con ng thu ngoi, th bn c

hai la chn. Tm mt i lp trnh c xy dng sn, hoc l
nhng nh thu t nhn.
Mt i ng c xy dng sn hon tt mi th nhanh hn v h
bit lm th no. Bn s thng lng vi mt ngi i in cho
ton i, c ngha l bn khng phi qun l nhiu. Nhng h cng
tn km hn.
Tm nhng nh thu t nhn c th tn nhiu thi gian hn. Bn
cn phi quyt nh xem liu h c nhng k nng ph hp khng.
Nhng nu bn am hiu, th y l gii php hiu qu v mt chi
ph hn.
Thu lp trnh vin

V i ca bn s song hnh cng bn, kh nng h s dng cng
mt m ngun cho nhng d n khc l rt t.
Ngoi ra tinh thn cng cao hn khi cc bn lm vic cng nhau. V
bn c th thu c nhiu nng sut t mt ngi hn khi h cng
ng hnh vi bn.
Vic ny cng tn km hn. V bn c th phi mua thit b v cung
cp ni lm vic cho h (mc d khng phi lc no cng vy).
Nu bn ngh chia s phn trm li nhun t sn phm, th h s
c nhiu hng th hon thnh mi th nhanh chng hn. V h
cng s tham gia d n di hn v kh c th bin mt trc bn.
Tm i ca bn u: 3 ni ng ch
C nhn ti s dng nhng ni nh Elance
(www.dlwmmm.com/elance), Rent-a-coder v Get A Lancer
(www.dlwmmm.com/lancer) nh l nhng gii php cui cng. Ti
144
To ra sn phm
bit mi ngi xut chng, v cng c mt vi ti nng. Tuy

nhin, ti ngh rng nhng ni sau y tt hn:
1. Bn s phi ngc nhin vi nhng ti nng bn kim c
www.dlwmmm.com/meetup. Hy lm mt cuc tm kim c
th cho nhng k nng m bn cn i mnh.
2. Hy xem qua ti nhng trng cao ng hay i hc v k
thut ti a phng ca bn. Rt nhiu ngi tr sng gi ang
tm kim cng vic xy dng bn s yu l lch ca h. Thng
th h ang tm kim c hi nng cao tay ngh hoc mun
gia nhp mt cng ty no .
3. Din n v m. y l ni yu thch ca ti. Nhng chuyn
vin my tnh thng thch lang thang nhng ni ny. Nu
h th ch bi v h yu thch nhng mt m. lun l
mt du hiu tt cho mt lp trnh vin.
Xc nh r vai tr ca bn: c 3 cch

Cng vic ca bn khng phi l pht trin sn phm m l to
iu kin v truyn cm hng cho s pht trin d n phn mm
ca bn.
Di y l 3 b quyt thit thc gip bn lm iu
1. Thit k trc (xy dng sau)
Ti tng ni iu ny lc trc, nhng ti s ni li mt ln na

(v n rt quan trng v t ngi chu lng nghe)
To nn nhng m hnh trn mn hnh my tnh da trn 7 cu
hi m bn t hi mnh trc .
Mi ng dng u c mt giao din. Bn cn phi m t cho
ngi thit k bit bn mun g. V d, bn mun mt nt nhn
145
mt ch no , hoc khi ai bm vo nt nhn th bn mun h i

n u, hay iu g s xy ra khi h ng nhp?
Ngi thit k ca bn c th chc chn nhng iu c th ny
xy ra.
Mang n cho ngi thit k ca bn ci nhn khi qut loi
thng tin no bn s thu thp. Sau h c th nghin cu
nm c nhng chi tit lin quan n k thut.
Nhng thng tin nh bn mun c mt nt ng nhp hay
khng? Bn mun ch s dng email ca khch hng hay s dng
lun tn ca h?
Bn s chn phn mm da trn trnh duyt hay trn mn hnh nn?
2. Lm th no theo di cc cng vic: c 2 cch nhanh
nht.
Mi sn phm phn mm c xy dng u c nhng cng vic

cn c hon thnh hoc mt s cng vic lin quan n nhau.
Bn cn theo di tt c cc cng vic ca d n ngha l, vic
no c hon thnh, vic no cn c lm xong trc khi
vic khc c th bt u.
Ti s khng khuyn khch cch lm ny, nhng t nht bn cn
c nhng bng theo di. Hy yu cu ngi thit k ca bn xc
nh tt c nhng vic cn lm v chng lin quan vi nhau nh
th no. By gi bn c th qun l quy trnh v xt xem liu
bn c ng thi hn hay khng.
qun l tt hn qu trnh pht trin phn mm ca bn, hy s
dng www.dlwmmm.com/base (c mt phin bn min ph) hay
la chn yu thch ca ti, Streber (www.dlwmmm.com/streber)
(phn mm qun l d n min ph m ti ngh trc )
146
To ra sn phm
Ngoi phn mm, th tt nht bn c th u t s l mt chic

bng trng ln (huge white board). Ch cn mt cht kim sot
phng php n gin ny bng vic xem xt nhng g cn c
lm ch vi mt ci lic nhn.
3. Quyt nh khung thi gian
Khi bt u d n, hy cho nh thit k ca bn hai tun v h

t sp xp cng vic ca mnh min sao h hon thnh trong thi
hn. Khi hai tun tri qua, hy kim tra xem h lm nhng g.
Hai tun mt ln, cho php nh thit k lm vic m khng quy
ry h.
Trong giai on cui ca qu trnh pht trin phn mm, bn c
th thu ngn khong thi gian ny li, nh mt tun hay thm ch
hng ngy.
C th bn s phi iu chnh li thi hn cui cng ca mnh. N
c th lm bn tn nhiu thi gian hn d on. Thm ch nhng
nh thit k ca bn c th nh gi qu cao kh nng ca h.
Nu nh d n ca bn ko c ng hn, bn c th s phi tng
thm ngi vo i mnh. Nhng tht khng may, cng nhiu
ngi trong i th cng tn nhiu thi gian hon thnh phn
mm. L do l bn mt thi gian truyn t.
Nhng ngi duy nht c th y nhanh tin d n ca bn
chnh l cc thnh vin tn ti trong nhm. c th hon
thnh kp thi hn, bn s phi loi b mt s tnh nng.
147
Lm th no tn dng phn hi ca khch hng

Khi bn lm cho n d dng v khuyn khch khch hng cho bn
bit h mun nhng tnh nng g, bn c th nhn c nhng
tng tuyt vi.
Bn c th s dng nhng tng pht trin xa hn phn
mm ca mnh. Bn s c tui th lu hn trong th trng ngch
ca mnh nu ng dng nhng g m khch hng yu cu.
Hy m bo rng khch hng c th d dng gi nhng tng v
tnh nng ca h cho bn. Nhng th h cung cp ng gi rt nhiu
tin. Tuy nhin, hy cn thn, ng th v ng dng mi th. Trc
tin cn bo m l c nhu cu thc s cho tng y hay khng.
Lm th no qun l s thnh cng ca bn?

Khi bn bit c lm th no kim sot s pht trin, bn ang
v tr tt hn t c thnh cng v mt ti chnh trong c ngn
v di hn.
Sn phm phn mm ca bn cng phc tp, th bn cng phi kim
sot s pht trin ca mnh.
Nu pht trin qu nhanh, bn c th khng c kh nng tip tc h
tr cho phn mm. Bn c th phi chun b cho s ng k ca
100.000 ngi. Bn c th ng u vi con s khng?
Mt khc nu phn mm ca bn n gin, bn c th qun l c
s pht trin nhanh chng ca mnh.
Khi pht trin nhanh, bn cn phi thn trng trong vic bo v
danh ting. iu ny ph thuc vo vic bn tip th phn mm nh
th no.
148
To ra sn phm
iu ny c th d dng c tr gip bng cch s dng cng tc

vin nh phng php chnh cho vic qung co. Nhng cng tc
vin s ni nhng iu tt v sn phm ca bn, v v vy nh hng
n s nhn thc ca th trng.
Bn s mun cung cp dch v h tr khch hng mc no cho
khch hng ca mnh? Bn s c h tr qua email hay in thoi?
Mt t ph trch h tr tt (nh www.dlwmmm.com/zend c th
ng gi nh vng. Khi bn pht trin, bn s mun bo m rng
vic h tr khch hng s c ngi khc qun l).
Nu cng vic h tr khch hng l qun l nhng yu cu hon tin
v nhng ng dn b mt, th bn c th d dng thu nhn lc
bn ngoi. Nu nh cn nhiu h tr v k thut hn, th tt hn l
bn nn thu nhn vin, hoc s dng dch v ca mt cng ty bn
ngoi chuyn v h tr khch hng.
Nu sn phm ca bn c th hu ch trong nhng th trng ngch
khc, bn c th ngh vi ai bn di mt thng hiu khc.
trnh vic h cung cp nhng h tr cho phn mm, bn c th
s dng www.dlwmmm.com/cerbeus qun l vic h tr cho tt
c cc white label ca mnh.
Phn mm white lable l phn mm c vit, v bn c th mua
bn li nh l ca chnh mnh. Tuy nhin, n cng c th s c
bn bi mt ngi khc.
Cerberus Web (www.dlwmmm.com/cerberus) c th thc hin
email routing lm cng vic gi th tn in t theo chu k. Bn c
th thit lp nhiu tn min. V tt c u bo co v mt h thng
trung tm. Bng vic cung cp h tr nh mt phn ca white label,
bn cung cp nhiu gi tr hn. iu ny cng cho php bn tnh
tin cho mi gip php white label.
149
Bn cn bao nhiu ngi x l nhng yu cu v h tr? Nu bn

cn phi ci t vi th cho nhng khch hng ca bn, thm ch mt
s lng nh khch hng c th cng li thnh rt nhiu h tr.
Ban u th c th tt, thm ch cn thit nhng nh thit k gip
cng vic h tr. H c th sa cha sai st nhanh hn, hiu r
vn ca khch hng tt hn v m bo xy dng c mt bng
cu hi v tr li v k thut tt .
Tuy nhin v di hn, ng yu cu nhng ngi thit k ca bn
phi x l nhng yu cu h tr (tr khi n lin quan n m). V
khng cng bng cho h khi phi x l nhng vn thng thng.
Bn cn mt i ng chuyn dng m trch vic ny.
150
To ra sn phm
Cc bc hnh ng
Phc ha mt hay nhiu sn phm ca bn (bn c th lin kt
nhiu sn phm vi nhau xy dng mt d n).
Xc nh xem bn s cn mt cun ebook, m thanh, video
hay trang thnh vin... Mi sn phm s c bn hay pht
tng nh th no? Gi tr ca tng loi mang n cho khch
hng l g? Mi th s c bn vi gi bao nhiu? Sn phm
s em li li ch cho cng ty nh th no (thu ht khch hng
tim nng, xy dng danh ting, to thm nhiu doanh thu...)
Xc nh xem n s l mt sn phm thng tin hay khng - v
ni dung s l g?
To ra bn miu t sn phm chi tit cho mi loi da trn bn
phc ha, bao gm nhng thit k m phng, bn miu t chi
tit v cch thc hot ng hoc s dng sn phm... Tm hiu
t cc i th v tham kho xem bn thch g hay khng thch
g chng... Nu sn phm ca bn l mt cun sch th s c
bao nhiu trang? Nu l sn phm m thanh hay video th ko
di bao nhiu gi? Nu l mt trang thnh vin th bao nhiu
tun (hay thng) v loi ni dung g?
By gi hy xem qua tng loi mt v xc nh ai s l ngi
to ra ni dung hay sn phm, ai s cung cp dch v m bn
phc ha? Liu bn c nhng k nng, am m v thi gian
t mnh thc hin hay phi cn thm ngi tr gip?
Lit k tt c cc hnh thc v nhng vic m bn cn gip .
To ra mt khung thi gian cho tng mc trong danh sch ca
bn. Vic g c th lm cng mt lc? V d, bn ang vit mt
cun ebook, v bn quyt nh t mnh vit ni dung, nhng
thu ngi lm phn ha. Trong trng hp ny bn c th
quyt nh vit 2.000 t/mt ngy, v d nh khong 30.000
151
t tng cng. iu ny c ngha l bn s mt 15 ngy hon

thnh ni dung ca mnh.
Trong khong thi gian ny bn c th nh ngi thit k to
ha cho bn, cun ebook ca bn sn sng ra mt ngay khi
bn vit xong. y chnh l k hoch c bn cho mt d n.
Ti khuyn bn ng b qua bc ny. Ti tng thy qu nhiu
d n tht bi, n gin bi v n ko di qu lu v ngn sch
hay lng nhit huyt u khng cn. Kh nng l, mi th s
ko di hn bn mong i, nhng t nht vi mt k hoch
ng n th bn c th gim thiu c vic ny.
Xy dng sn phm.
Thc hin nhng g bn cn phi lm - tm ngi lm nhng
vic bn khng th, khng mun, hoc n gin l khng c
thi gian lm. (Bn cn phi r rng im cui cng. C
rt nhiu th ti ngi khc lm, v ti bit mnh s khng
bao gi lm chng, ngay c khi ti ngh ti s lm tt hn - t
nht l h c th hon thnh chng).
Nu bn cn ngi khc gip , th bn nn xc nh trc s
tin s tr, hoc chn cch hp tc v phn chia li nhun?
Nu bn bit ai s l ngi tham gia th tht tuyt. Hy
chuyn giao cng vic, thit lp khung thi gian v tin hnh.
Nu khng, bn cn thu ai lm vic. y l lc bn
phc tho chi tit ca bn tr nn cn thit. Kh nng l bn
s cn thu nhn lc bn ngoi ti thi im ny. Nu vy, hy
thc hin theo cc bc trong chng ny, v trong chng 6
tm ra ngi m bn cn.
By gi, hy bin iu ny thnh hin thc! Vng, ti bit l
nghe c v qu n gin, nhng tht s l ti thi im ny,
bn hy hnh ng ging nh cu khu hiu ca Nike: Just Do
It! (Hy Lm i!)
152
My ch, bo mt v cng thanh ton
Chng 9
My Ch, Bo Mt v Cng Thanh Ton:
Nhng Yu T C Bn Cn Thit Nht
Phn ct li trung tm l nhng h thng ng tin cy v thc hin nhng
g bn mong i da trn mt nn tng cc k chc chn.
Bill Gates
153
My Ch, Bo Mt v Cng Thanh Ton: Nhng yu t

c bn cn thit nht.
Chng ny thc s rt quan trng! (V ng lo, n khng phi v
k thut.)
Nu s dng h thng khng ph hp, bn ang gy nn nhng cn
au u khng cn thit cho vic kinh doanh trc tuyn ca mnh.
Thnh qu lao ng cc nhc ca bn s sng bin nu bn
khng thit lp n ng cch.
My ch: 4 s la chn
Ty vo vic bn mun ra mt sn phm ca mnh nh th no s
quyt nh loi my ch bn nn s dng.
Hy xem qua 4 s la chn sau y...
4. Shared Hosting (Lu tr chung)
Shared Hosting l h thng lu tr c chia s trn mt my

ch. y l la chn tuyt vi nu bn ch mi bt u kinh
doanh v khng mong i qu nhiu lng truy cp, hoc khi bn
ang thc hin mt cuc kim tra nh.
Bn c th lu tr tn min khng gii hn. Shared Hosting d
dng ci t v kh r (t 4 n 25 -la mt thng).
Nhng nu bn ang pht trin mt phn mm trn nn tng
my ch (server-based software), hoc xc nh s tr nn thnh
cng to ln, th bn khng th xy dng vic kinh doanh ca mnh
trn Shared Hosting c.
iu ny bi v bn ang chia s h thng lu tr vi mt cng ty,
m nu h lm g sai vi mt phn m no s khin cho b nh
154
trong my ch b xa v kt qu l website ca bn s bin mt

khi internet.
5. Virtual Private Server - VPS (My ch o)
y l mt mi trng o m bn dng nh s hu ton b my

ch ca mnh.
Mc d cc ti nguyn (resources) u c chia s, nhng mi
ti nguyn li c dnh ring cho mt ngi nht nh. V bn l
c nht, nn bn khng phi lo lng n vic ai s dng ht
ti nguyn ca mnh.
Nu mun c ton quyn truy cp n my ch th bn cn phi
hiu bit v k thut bit c mnh ang lm g. VPS t tin
hn Shared Hosting, nhng phn ln mi ngi vn c kh nng
chi tr.
6. Dedicated Server (My ch ring)
y l mt my ch thc s ca ring bn v c lu tr ti
trung tm d liu. Mc d phi bo tr n, nhng bn c ton
quyn iu khin my ch cu mnh v ci t bt c th g bn
chn.
Vi my ch ring, mi thng bn s phi chi tr nhiu hn so vi
Shared Hosting v VPS. Nhng nu vic kinh doanh ca bn
ang pht trin nhanh chng, th c l bn s cn phi s dng h
thng my ch dng ny.
7. Cloud Hosting (Lu tr m my)
Cloud Hosting da trn cng ngh tin tin nht cho php s
lng my ch khng gii hn hot ng nh mt h thng v c
kh nng m rng rt cao.
155
Vi 3 la chn trc, lu lng truy cp v cc ti nguyn sn c

bn s dng u c gii hn ti a.
Vi kh nng m rng cao ca Cloud Hosting, website ca bn s
c lu tr mt ni m ngi ta gi l m my. Nu bn
cn nhiu hay t ti nguyn hn, m my ny u c kh nng
cung cp cho bn.
Nu mt my ch b li, website ca bn s khng b sp bi n
c nhng dung lng d phng v nhng my ch khc s tip
qun cho bn.
Cloud Hosting t hn Shared Hosting, nhng li r hn my
ch ring, v thng cng r hn VPS.
www.dlwmmm.com/fusionhq cung cp mt dch v my ch
m my vi gi c ph hp v d qun l. Gii php ny c l l
cch r nht v n nh nht m rng phn ln cc doanh
nghip trc tuyn, c bit nu bn ang s dng ni dung truyn
thng a phng tin.
2 b quyt bo mt
Trong cng vic kinh doanh trc tuyn, bn s thu thp thng tin
c nhn t khch hng c th nhn bit h. Bn phi cn thn
vi tn, a ch email v cc d liu c nhn khc nh thng tin th
tn dng.
Nu bn ang s dng PayPal hoc nhng dch v tng t m
khng thu thp d liu trn website ca mnh th 2 iu di y
khng p dng vi bn:
1. Bo mt kt ni (Secure Connection)
Nu bn ang s dng PayPal hoc nhng th tng t m bn

khng thu thp d liu trn website ca mnh. Nhng nu mu
156
ng k thng tin m bn dng thu thp d liu c tr trn

ng dn URL ca mnh, bn cn phi c chng ch s SSL
c ci t trong h thng lu tr. (Tham kho chi tit ti ni
bn mua tn min).
Chng ch s SSL (Secure Sockets Layer) l mt tiu chun an
ninh cng ngh ton cu to ra mt lin kt c m ha gia
my ch web v trnh duyt. Lin kt ny m bo tt c cc d
liu trao i gia my ch web v trnh duyt lun c bo mt
v an ton.
Chng ch SSL ci trn website ca doanh nghip cho php
khch hng khi truy cp c th xc minh c tnh xc thc,
tin cy ca website, m bo mi d liu, thng tin trao i gia
website v khch hng c m ha, trnh nguy c b can thip.
2. Tun th tiu chun PCI (PCI Compliance)
Khi tm mt shoping cart (gi hng l mt lin kt a khch

hng n mt my ch m khch hng c th chn sn
phm mun mua), hy m bo n tun theo tiu chun PCI.
PCI gii quyt cc vn lin quan n vic thng tin th tn
dng c lu tr v s dng nh th no.
(PCI l ch vit tt ca Payment Card Industry tiu chun PCI
l nhng yu cu bt buc cc t chc hoc doanh nghip phi
m bo thng tin th tn dng, thng tin khch hng v nhng
thng tin giao dch trc tuyn c an ton, trnh s xm nhp h
thng bt hp php.)
Vi cch ny th bn s khng chu trch nhim cho bt k vn
g.
157
c quyn truy cp ti thiu

m bo rng bn s dng nguyn tc c quyn truy cp ti thiu
cho cng vic kinh doanh ca mnh. iu ny c ngha l cc thnh
vin trong nhm ch c th tip cn vi nhng thng tin cn thit
cho cng vic ca h.
V d, ch cho php nhn vin k ton truy cp thng tin th tn dng
ca khch hng, nhn vin marketing c quyn thay bn gi
email, tra cu tn v a ch email ca khch hng.
Nn nh rng bn phi bo v mnh trc ht. Yu cu nhn vin
k tha thun bo m rng h s chu trch nhim nu s dng
bt k thng tin sai mc ch no. (Bn s khng mun ai ri
khi cng ty cng vi danh sch email lin h khch hng v gi
th rc cho h.)
Truyn thng a phng tin

ng s dng ht ti nguyn bng cch ng ti video hoc m
thanh ln cng mt ni ang lu tr website ca bn, tr khi n l
mt my ch m my vi mt CDN c tch hp dnh ring
cho vic ny.
(CDN l t vit tt ca Content Delivery Network Mng li
phn pht ni dung. y l h thng cc my tnh c kt ni vi
nhau qua Internet truyn ti ni dung ti ngi s dng.)
Cho d bn video trn trang ng k thng tin hay m thanh
trong trang thnh vin ca mnh, hy s dng CDN.
Cng vic ca CDN l phn tn nhng th ny n khp mi ni
trn th gii. Khi bn yu cu d liu, CDN s tm nhng gii php
truyn tin nhanh nht cho bn v d liu s n t .
158
Bn s tit kim c chi ph v CDN r hn v gip cho khch hng

truy cp vo cc video cng nh clip m thanh ca bn nhanh hn.
Hy
th
www.dlwmmm.com/simple
hay
www.dlwmmm.com/fusionhq (nhng website ny c im thun
li l bn c th s dng n nh h thng lu tr ca mnh).
5 la chn cho vic thanh ton

Dch v m bn chn nhn thanh ton t khch hng l phn ct
yu trong cng vic kinh doanh trc tuyn.
Vic khn ngoan nht lc ny c l l nn tm hiu v nhng gii
php trc v khng nn dng li la chn u tin m bn nghe
c. Bit c im yu v im mnh ca tng gii php s gip
bn a ra quyt nh tt nht cho vic kinh doanh ca mnh.
Di y l 5 la chn cho vic thanh ton.
1. ClickBank
Mc d sn phm ca bn phi c ph duyt trc khi bn trn

ClickBank, nhng mt khi bn thit lp xong th ClickBank s
mang li rt nhiu li ch cho bn.
Nhng khon hon tin, n b v phn ln cng vic h tr
khch hng u c ClickBank m nhn. Bn c th s dng
h thng cng tc vin ca h v ClickBank cng qun l vic
thanh ton cho cc cng tc vin gip bn, mt iu tuyt vi.
Ngoi ra, h cng quen thuc vi nhng nh tip th trc tuyn v
hiu c vic doanh s bn hng c th tng mnh m ch trong
mt m.
Tuy nhin, ClickBank gi li 7,5% t mi khon doanh s bn
kim c mt con s kh ln.
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2. PayPal
PayPal (www.dlwmmm.com/paypal) d ci t, s dng v c

th tch hp nhng tnh nng cao cp hn (nu bn mun).
Tuy nhin, Paypal li mt n tng xu vi nhng nh tip th
trc tuyn. Chuyn ti khon v s tin khng l ca bn b ng
bng sau khi thc hin mt chin dch ra mt sn phm honh
trng khng phi him, bi khi h ang c gng iu tra xem
bn ang kinh doanh th g.
Thc ra ti ngh iu ting ny kh bt cng mt cht vi PayPal.
Phn ln nhng ti khon thng nghip khc cng s thc hin
nh th. iu n gin ch l bin php bo v bn khi s
gian ln.
trnh xy ra bt k vn g, n gin bn ch cn gii thch
vi h v cng vic kinh doanh v m hnh cng tc vin ca
mnh trc khi ra mt sn phm.
Ni cho h bit cch bn s dng thu ht lng truy cp, khi
no bn s gii thiu sn phm v s lng doanh thu bn mong
mun t c l bao nhiu. Cho h bit v chnh sch hon tin
v lm th no bn c th h tr cho khch hng.
Gi in cho PayPal v thng bo v chin dch ra mt sn phm
sp ti ca bn. Hy chc chn l bn s vit li tn ca ngi m
bn va ni chuyn c th xc minh sau ny.
Khi bn lin tc thng bo cho PayPal v cc hot ng ca mnh,
h s gim thiu s nghi ng i vi vic kinh doanh ca bn.
Mt trong nhng li th ln nht ca PayPal l h khng tnh ph
cho nhng khon hon tr hay n b. Ngoi ra, bn cng khng
mt ph ci t hay s dng hng thng, ng thi mc ph cho
mi ln giao dch cng rt hp l.
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3. Ti khon thng nghip (Merchant Account)
Merchant Account l ti khon thanh ton ca cc doanh

nghip/c nhn khi tham gia thng mi in t m n cho php
chuyn tin vo ti khon ca doanh nghip/c nhn hay hon tr
li tin thu c cho khch hng, nu giao dch b hy b v
khng p ng c nhng yu cu tha thun no gia ngi
bn v ngi mua (chng hn nh cht lng sn phm) thng
qua bn hng ha hoc dch v trn mng Internet.
Merchant Account phi c ng k ti cc ngn hng/ t chc
tn dng cho php doanh nghip nhn c cc khon thanh ton
bng th tn dng.
Mt
cng
thanh
ton
nh
Authorize
(www.dlwmmm.com/authorize) s cho bn bit vic thanh ton
ca khch hng din ra nh th no. Ti khon thng nghip tr
tin cho bn v lm vic chung vi cng thanh ton ca bn.
PowerPay (www.dlwmmm.com/powerpay) hiu c lnh vc
Internet Marketing v bn cht ca nhng chin dch ra mt sn
phm ln mt li th gip bn d dng lm vic cng h, v
mc ph cng tng ng PayPal.
Nhng iu khng may l PowerPay gi li 10% doanh thu ca
bn trong 6 thng nh l mt khon d phng. Tuy nhin
ClickBank v PayPal cng lm nh vy khi bn bt u kim c
mt khon tin ln.
Nu bn c mi quan h tt vi ngn hng, hy dnh thi gian
tm hiu xem h c th cho bn mt tha thun tt hn
PowerPay khng. C th h s ng cung cp cho bn mt mc
ph x l th tn dng tt, nhng bn phi tr mt khon ph nht
nh mi thng (v bn cng nn cn thn vi di ca hp
ng na).
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Vn chnh ca nhng dch v ny l bn phi l cng dn

Canada hoc M. Nhng nc khc cng ang dn bt kp,
nhng phn ln h vn khng c sn nhng la chn tt.
4. Amazon Checkout
Amazon kh quen thuc vi nhiu ngi, do nu bn quyt

nh s dng Amazon, nhng ngi ny s tin tng bn hn v
gip tng t l mua hng.
Amazon c Pay Phrase, ni khch hng c th thanh ton bng
cch nh k t (v d: g mt khu khi ng nhp, khch hng
s khng phi g li nhng chi tit v th tn dng mi khi mua
hng). iu ny s dn h trc tip n ti khon Amazon, tr
tin v vic mua bn tr nn d dng hn.
5. Google Checkout
Ging nh Amazon, hu ht mi ngi quen thuc vi

Google. Mt li ch khc ca Google Checkout l nu bn thm
nt tr tin ca Google bn di phn qung co AdWord cu
mnh, n c th lm tng t l nhp chut t khch hng.
Vn chnh cho c Amazon v Google (tnh n thi im cun
sch c vit) l c hai u yu cu bn m ti khon trc khi
mua bt c th g. Vic thm mt bc na trong quy trnh ny
ch lm gim t l mua hng v nhiu khch hng khng mun to
ti khon, h ch mun s dng th tn dng nhanh chng
thanh ton m thi.
3 b quyt ngn ti khon thng nghip ca bn b ng

S rt kh c ng m mt ti khon thng nghip khc
nu ti khon trc ca bn b ng.
162
Ngoi vic kim tra cc iu khon v iu kin trong khi hot ng,
cn c mt s bin php n gin m bn c th dng trnh vic
ti khon ca mnh b ng.
1. Lin lc trc khi ra mt sn phm
Trc khi thc hin chin dch ra mt sn phm ca mnh, bn

phi ni chuyn vi ni ng k ti khon thng nghip v
nhng g sp din ra. Giao tip chnh l cha kha! Hy cho h
bit s lng doanh thu m bn mong i, thi gian ra mt cng
nh bn kinh doanh sn phm g. Tr li bt k cu hi no ca
h mt cch kin nhn v k lng.
2. Bit hn mc ca mnh
Phi nm r hn mc ca bn l bao nhiu. Nu vt qu hn

mc ny, ti khon ca bn c kh nng b ng ngay lp tc.
ng mnh ri vo tnh th kh khn l khng th tip tc
nhn nhng khon thanh ton ca khch hng v thm ch cn c
th kt thc vic kinh doanh ca bn. S d dng hn nhiu nu
trnh c nhng ri ro ny ngay t ban u.
3. Charge-backs (n b)
Charge-back l cc khon tin khch hng yu cu ngn hng

pht hnh ni khch hng ng k ti khon thanh ton (ti
khon c nhn, th tn dng...) phi tr li cho h sau khi ngn
hng tr tin mua sn phm ca bn.
C mt s l do dn n charge-back nh ti khon khch hng
b nh cp v h khng thc s mua hng ca bn, hay i khi
h thm ch khng nh l mnh mua sn phm, hoc khi c
tranh chp v cht lng hng ha gia ngi mua v ngi bn
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m khng gii quyt c (trng hp ny s cn n s xc

minh ca ngn hng).
Nu vic charge-back ca khch hng thnh cng, bn s tn mt
khon ph (khong 25 -la) cho mi ln nhn c yu cu n
b ny (cho d bn l nn nhn ca hacker i chng na), do
tt nht l khng c phng nga.
Bn hon ton c th trnh c iu ny bng cch cung cp
nhng sn phm v dch v tt. Hoc nu ai mun hon tin
(refund), hy gii quyt ngay lp tc.
Mt s khch hng c th khng nhn ra tn cng ty ca bn trn
giy bo tn dng v ht hong yu cu ngn hng hon tin. Hy
c gng ht sc gim thiu s nhm ln bng cch m bo
rng tn sn phm ca bn c th nhn bit c.
Trn trang download (ti v) ca bn, ni r tn sn phm m
khch hng s nhn thy trn giy bo tn dng ca h.
164
Cc bc hnh ng
Xc nh nhu cu v h thng lu tr m bn cn v to mt ti
khon (nu cha c).
Bn c th th h thng my ch m my min ph trong
mt thng c cung cp bi FusionHQ nu bn vn cha
chc chn. Truy cp vo www.dlmwww.com/hosting ng
k ti khon. Nu bn thch mt gii php Shared Hosting ph
bin hay Dedicated Server, th bn c th xem xt
www.dlwmmm.com/host.
Quyt nh phng thc thanh ton. Nu bn khng c kinh
nghim, ti ngh bn nn bt u vi PayPal. Truy cp
www.dlwmmm.com/pp to mt ti khon min ph.
Tip theo bn quyt nh nn tng xy dng website ca
mnh. C th s dng mt lp trnh vin to lp mt CMS
hay WordPress, hoc s dng mt nn tng c tch hp
nhiu chc nng hn v thn thin vi ngi dng nh
FusionHQ.
Nu bn cn mt lp trnh vin, th ngi ny cn l mt thnh
vin trong nhm ca bn. Mt ln na hy quyt nh xem bn d
nh s thu ngoi, k hp ng hay hp tc vi ai c nhng k
nng k thut (trong trng hp bn khng c).
Nu bn mun th mt nn tng c tch hp (m khng cn bit
v k thut), th hy dng FusionHQ, cng c min ph trong mt
thng. FusionHQ bao gm h thng lu tr v gi mail, nn bn c
th b qua bc 1 v 2 nu dng la chn ny. Ci t phin bn
dng th ti www.dlwmmm.com/fusionhq.
165
Chng 10
Ngh Thut Tm L
Ca Quy Trnh Bn Hng
khin mt ngi lm vic, ch c mt cch l khin h mun lm
vic .
Dale Carnegie
166
Ngh thut tm l ca quy trnh bn hng
Ngh Thut Tm L Ca Quy Trnh Bn Hng

y l iu cn thit cho s thnh cng ca mt doanh nghip trc
tuyn, v cng l nn tng cho s thnh cng ca cc sn phm
thng tin.
Tuy nhin, rt nhiu doanh nghip trc tuyn tht bi khi khai thc
iu ny.
Thm ch rt nhiu ch kinh doanh trc tuyn khng hiu r v bn
cht ca quy trnh bn hng, hoc tm l ngi mua.
Khi khng hiu c suy ngh ca khch hng, l do ng sau nhng
quyt nh ca h, bn s d dng mt i 80% s khch hng tim
nng, hoc hn th na.
Thi im u tin khi khch
hng ca bn bc vo phu bn
hng thng do b thu ht bi
nhng u i min ph bn ang
thc hin mt quy trnh nh gi.
Ti im ny, bt k l khch hng
n t ngun no, bn bit rng
h ang quan tm n sn phm
ca mnh.
y l mt thng tin cc k gi tr.
Khi ngi ta mun mua th g , h thng tm kim cng nhiu
thng tin lin quan n n cng tt. V d, khi ti mua mt cun tp
ch v xe p leo ni, tc l ti ang tm kim thng tin v xe p leo
ni hoc cc sn phm lin quan.
iu cng c ngha rng bn ang c c s quan tm cao
ca mt khch hng tim nng. Mi ngy tri qua s dn dn lm h
167
mt i s hng th . V tt nhin bn mun chp ly c hi ngay

khi c th.
y l l do ti sao quy trnh bn hng (hay cn gi l phu bn
hng) ng vai tr v cng quan trng v cn thit i vi doanh
nghip ca bn.
Tm quan trng ca phu bn hng

Khi u ca mt phu bn hng l vic nh gi nhng khch hng
tim nng. Trong n d ny s dng hnh nh tiu biu ca ci phu
vi ming rng v phn y hp.
Bn bt u vi mt s lng ln khch hng tim nng i vo
ming phu, v kt thc vi mt con s nh hn nhng khch hng
sp, ngi s mua tt c sn phm t bn.
giai on ming phu, bn nn tng cho h mt th g min
ph. Th phi c gi tr thng tin cao, nhm thit lp s tin cy v
uy tn cho bn.
Ch khi no bn to dng c uy tn, cng nh xy dng c quan
h vi nhng khch hng tim nng, bn mi nn bt u cho hng
(c th l sn phm ca bn, hoc ca ngi khc).
Khng phi bt k ai i vo ming phu cng s tr thnh khch
hng ca bn. V cng khng phi khch hng no cng s mua tt
c mi th t bn.
Tuy nhin, c mt tham s cc k quan trng m bn phi ch ,
da trn s khch mua hng v s li nhun trung bnh m bn thu
c t mi khch. Sau mt thi gian kinh doanh, bn s rt ra c
gi tr trn i (life-time value) ca tng khch hng i vi mnh.
168
Khi bit c con s ny, bn s bit c mnh nn u t li

bao nhiu vo vic thu ht khch hng mi vo phu bn hng
ca mnh.
Tham s ny, gi tr trn i ca mt khch hng, c l l mt trong
nhng con s quan trng nht m bn cn phi bit. V bt k ai
hiu r c con s ny s chim c u th trong bt k lnh vc
no m h tham gia.
3 li ch ca mt phu bn hng hiu qu

4. Gia tng doanh s
Ch vi mt t cng sc, bn c th d dng ti a ha li nhun

ca mnh. y l mt s u t v thi gian hon ton c li.
Vi doanh thu cng cao, bn cng c th u t nhiu tin hn
vo vic tuyn dng nhn s v thu mn nhn lc bn ngoi,
nhm nng cao hiu sut cng vic. V quy trnh to li nhun
trn li tip tc.
5. Gia tng gi tr
Hy nh rng, khi khch hng mua hng ca bn, c kh nng h

ang tm kim thm nhng sn phm lin quan trong cng mt
lnh vc.
Khi bn cung cp nhng sn phm khc lin quan trc tip n
sn phm chnh, bn ang gip h tit kim thi gian tm kim
chng v h s vui v mua hng t bn.
Tr li v d v thi trang dnh cho ngi bo, bn c th bn
thm cho h thc phm n king hoc vitamin dinh dng dnh
cho ph n.
169
6. Thu ht thm cng tc vin
Khi quy trnh ca bn gip cho cc cng tc vin kim c nhiu

tin hn, EPC (Earnings Per Click Thu nhp trn mi c nhp
chut) ca h s tng ln. Thu nhp cng cao, cng c nhiu
ngi mun cng tc vi bn.
1 quy trnh bn hng c xy dng bi FusionHQ
Ming phu bn hng (front end)

C 2 thnh t c bn ca mt quy trnh phu bn hng: ming phu
(front end) v y phu (back end). Chng ta s tho lun v ming
phu trc, bi nu khng c n, y phu s tr nn v dng.
Ming phu c th l sn phm min ph ca bn, hoc sn phm
u tin bn bn cho khch vi gi thp nht.
N bao gm trang thu thp thng tin (squeeze page), h thng gi
th t ng (autoresponder), trang bn hng chnh, v nhng ca s
qung co (pop-up) khi m hoc ng trang.
170
Chng ta hy cng xem xt tng khi nim c th.
Trang thu thp thng tin (squeeze page)

Thng thng trang thu thp thng tin l im tip xc u tin
gia khch hng v bn, cng l im u tin trong phu bn hng.
Do , bn cn phi th hin s chuyn nghip, gi tr v khin
khch hng khng th cng li sc hp dn ca n.
Mc ch ca trang thu thp thng tin l ghi nhn tn v a ch
email ca nhng ngi c hng th vi sn phm ca bn. Hy nh,
y l mt s trao i: Bn c c a ch email v quyn lin lc
vi h, i li, bn phi cho h mt th gi tr.
Bn phi xem trang ny nh mt trang bn hng. Bn phi thuyt
phc c h rng cuc trao i ny l xng ng.
Nhng ngi lu li thng tin cho thy rng h quan tm n nhng
th bn cung cp. y l mt yu t nh gi khch hng tim nng.
Nu h khng sn sng trao i tn v a ch email ly thng tin
min ph, him c kh nng h mua hng t bn trong tng lai.
Trang thu thp thng tin l mt cng c thit yu xy dng danh
sch khch hng tim nng cho bn.
Bn c th tham kho mt mu trang thu thp thng tin ti y:
http://phuongmai.vn/dlwmmm
5 th bn c th cho i min ph
Hy suy ngh k v nhng th bn s cho i. Bn cng em li nhiu
li ch v gi tr, t l khch hng li thng tin cho bn cng cao.
Sai lm t hi nht thng thy cc nh tip th hoc ch doanh
nghip l c thuyt phc ngi khc ng k nhn nhng bn tin cp
171
nht t h. Tr khi cng ty ca bn c sn ting tm trn th

trng, bn s phi cung cp nhiu gi tr hn l nhng bn tin cp
nht sn phm.
Bn c th tham kho 5 tng di y:
1. Sn phm mu
y c th l ba chng u ca quyn sch bn vit. iu ny

ng vai tr nh mt bc trc khi hot ng bn hng chnh
thc din ra (pre-sell). Nu h thch nhng g h c, kh nng l
h s mua sn phm ca bn.
Nu bn bn quyn thnh vin ca mt chng trnh no
(membership program), bn c th cho h 2 thng thnh vin
min ph. Hoc bn c th cho h dng th phn mm ca bn
trong vng 30 ngy.
iu quan trng l ng qu sa ly vo nhng g c th y. Hy
th v p dng nhng nguyn l tng qut cho doanh nghip ca
bn. V d: mt nh tr liu c th t vn min ph 15 pht hoc
mt k s in c th cung cp min ph dch v kim tra an ton.
Nu bn kinh doanh bn l c th cn nhc vic pht nhng
mu th. Mt ngi bn ca ti cho th mu mui n min
ph. Chin dch thnh cng n mc h phi ngng vic
pht mu th ch sau mt vi ngy c th hon thnh n
t hng kp thi.
2. Audio
Nu bn phng vn mt chuyn gia trong lnh vc ca mnh,

bn c th pht tng on ghi m ny. nng cao gi tr cho n,
bn c th nh km mt bn thut li.
172
Nu hot ng trong lnh vc pht trin c nhn, bn c th cung

cp min ph mt on hng dn tnh tm, thi min hoc mt
th g tng t.
3. Hi ngh chuyn trc tuyn (webinar)
Bn c th t chc mt hi ngh chuyn trc tuyn, nhng

ngi trong danh sch ca bn c th giao lu cng bn v mt s
khch mi khc. iu ny cho h c hi tip cn vi nhng kin
chuyn mn, cng nh gii p nhng thc mc cp thit ca h.
V d: mt chuyn gia pht trin nng lc c nhn t chc cc
bui hng dn tp thin min ph qua hi ngh chuyn trc
tuyn hng thng pht trin cng vic kinh doanh.
4. Video
Hy th hin kin thc bn thn thng qua nhng video o to

k nng min ph. Chng hn nh k nng s dng phn mm,
hoc phong cch thuyt trnh trong hi tho. Hy sng to v lm
cho nhng video y tr nn th v.
Nu l ch mt ca hng hoa ti, bn c th to ra mt kha hc
ngn hn dy v cc b quyt cm hoa, la chn cc loi hoa
ngha cho nhng dp c bit v lm th no hoa ti lu hn.
Mt gio vin c th dy bi hc u tin min ph, hoc mt tc
gi c th cn nhc n vic dnh ra 30 pht gii thiu cc nguyn
l trong cun sch ca h.
5. Kha o to trc tuyn ngn hn (e-course)
y l th ti thch nht. Bng cch cung cp mt kha hc trc

tuyn bao gm 7 phn, bn c th thng xuyn gi email cho
nhng khch hng tim nng. Bn cng to c cho h thi
quen nhn v c nhng email n t bn.
173
Nhng kha hc trc tuyn c th ch n thun l ni dung ch

trong email, hoc bn c th gia tng gi tr cho chng bng cch
nh km video hay lin kt n nhng trang n (hidden page).
y cng l mt cch tuyt vi gii thiu cc u i c bit
cho cc sn phm khc nhau, hoc ngh cng tc vo nhng
thi im ph hp trong kha hc.
Mt kha hc trc tuyn a phng tin rt d xy dng, v ng
thi mang li gi tr cao nht.
7 b quyt thit k trang thu thp thng tin

Bn cn phi thit k trang thu thp thng tin ca bn theo cch
m bt k ai gh thm ch c 2 la chn m thi: li tn v a
ch email, hoc ri khi trang.
1. Cc yu t cn thit
Bn khng nn bt k th g gy mt tp trung cho khch gh

thm trang thu thp thng tin ca bn.
ng a vo nhng th khng cn thit nh qung co
AdSense, lin kt cng tc, hay nhng ha cu k. Bn cn
phi th hin s chuyn nghip v to dng lng tin ni ngi
xem.
Bn c th t lin kt ti nhng phn khc ca website, m
bo trang thu thp thng tin ca bn xut hin trong cc b my
tm kim v khng b nh du spam (mang ni dung qung co
trn lan).
Tuy nhin, hy m bo rng nhng lin kt ny hi ha vi b
cc trang v khng qu ni tri (Bn c th t chng cui
174
trang, c ch nh, cnh nhng mc nh Quy tc Bo mt).

Nhng trang thu thp thng tin hiu qu nht thng c nn
trng. Bn khng nht thit phi c nhng tiu , hnh nn hay
chn trang bt mt. Ch mt nn trng m thi.
2. Tiu
Tiu ca bn phi thu ht c mi quan tm ca ngi c

ngay t ci nhn u tin, v to kt ni v mt cm xc. Ha hn
mt li ch tc thi l cch tt khin h mun cung cp thng
tin cho bn ngay lp tc.
Hoc t nht, tiu ca bn phi thu ht h tip tc c
nhng gch u dng tip theo, hay xem on phim ca bn.
3. Gch u dng
Lit k nhng li ch bn em li bng cch s dng nhng gch

u dng tht d c. To 3, 5 hoc ti a l 7 gch u dng.
Mi phi mnh v thc s khi dy s thch th i vi nhng
u i ca bn.
Bn khng cn ti nhng li bnh (testimonials) nu nhng li
ch ca bn hp dn. Tuy nhin, li bnh nu c dng ng
cch s lm tng lng khch hng ca bn.
4. Mu thu thp thng tin
Mu ny cn phi ni bt v r rng. Trn nt nhn mu xanh

l, hy mt cm t mang tnh hnh ng. ng dng nhng
t nh nhn tin, ng k hay gi bi chng thng gy
kh chu.
Thay vo , hy vit l ng nhp min ph ngay, hoc gi
ngay thng tin cho ti, hoc xem on phim ny ngay lp tc.
175
Vic cp ti li
ch ngay trn on
ch ca nt nhn s
lm tng kh nng
thuyt phc khch.
Hy m bo mu
ca bn c th c
c d dng m
khng cn phi ko
chut xem ton b.
Cc nghin cu cho thy phn ng mi ngi khng bao gi ko
chut c ton b website. Hy to iu kin tt nht cho
ngi xem thc hin iu bn mun h lm.
5. Bo mt
S bo mt rt quan trng i vi nhiu ngi. Hy m bo vi

h rng bn s khng bn hoc chuyn thng tin c nhn ca h
cho bt k ai khc. Khng ai mun hp email ca mnh y th
rc c.
6. S dng ha hiu qu
Dng hnh nh sn phm c gi tr minh ha cao. Ngay c khi sn

phm ca bn l v hnh (nh ebook chng hn), bn vn nn xy
dng mt hnh nh gy n tng mnh cho n. Mi ngi vn
lun nh gi quyn sch qua b ngoi ca n.
7. Hng dn r rng
Ngi ta cm thy an tm khi h bit iu g s xy ra tip theo.

Nu bn cn khch hng xc nhn a ch email sau khi ng k,
bn nn hng dn c th rng h cn bm vo mt ng dn
176
trong email sp c gi ti hp th ca h.
Hy a ra nhng ch dn tht r rng, ngay c i vi nhng
vic bn ngh l hin nhin. iu ny s lm tng t l ng k
t khch hng.
H thng tr li th t ng (Autoresponder)
Ngay khi mt ngi nhp tn v a ch vo trang thu thp thng tin
ca bn, h s c chuyn thng vo h thng tr li th t ng.
Mt h thng tr li th t ng cho php bn thu thp tn v a
ch email (hoc nhng thng tin khc ty theo bn thit lp) xy
dng danh sch khch hng/khch hng tim nng.
Sau bn c th s dng dch v ny gi nhng email t ng
theo mt chui thi gian c nh trc cho bt k ai trong danh
sch ca bn. Nhng email ny c th l mt phn ca kha o to
trc tuyn, chm sc khch hng hoc nhng iu tng t.
H thng tr li th t ng cng c dng gi email cho tt c
khch hng trong cc danh sch khc nhau ca bn - c th l hng
nghn, hng chc nghn, thm ch hng trm nghn ngi cng lc.
Nhng email pht thanh (broadcast) ny c th dng gi tin
tc, cp nht tnh nng, thng bo v sn phm mi hoc cc chng
trnh khuyn mi.
Nu bn thit lp ch ng k kp (double optin ti khuyn
khch bn dng ch ny), email u tin h nhn c s nhm
mc ch xc nhn. Khch hng s phi xc minh rng h mun
nhn thng tin t bn bng cch bm vo mt lin kt chng thc.
Vic yu cu khch hng chng thc thng tin s lm gim s ngi
trong danh sch ca bn. Nhng b li, n s m bo nhng a ch
177
email l xc thc, hn ch th rc, v gia tng kh nng nhng

email gi i n c ni chng cn n.
Mt khi khch hng chng thc a ch email, bn c th gi cho
h lin kt ti xung sn phm m bn ha cho i min ph. Hy
cm n h quan tm, v cho h bit trong tng lai, bn s gi
thm nhiu email na vi nhng thng tin b ch.
Nhng email c thit lp sn trong h thng tr li th t ng s
gip bn gi nhng thng tin gi tr y, cng nh xy dng mi quan
h vi nhng ngi trong danh sch ca bn. iu ny s nng cao
s tin tng, v dn dn nhiu ngi s mua hng t bn.
Bn ch c th cho hng (sn phm ca bn hoc ca ngi khc)
khi thit lp c mi quan h vi khch hng.
Trang bn hng (sales page)

Trang bn hng l mt la chn khc ca ming phu. Bn c th
hng khch truy cp, hoc cng tc vin hng nhng ngi trong
danh sch ca h n ngay trang ny, nhm thuyt phc h mua hng.
Do tm quan trng ca trang bn hng, chng ti dnh nguyn
chng 12 tho lun v n. Trong chng 13, bn cng c th
tm thy nhng nhn t quan trng m bn c th p dng trc tip
vo trang bn hng.
Hnh thc trang bn hng ca bn phi ng b vi nhng trang
khc, cng nh ton b website, nhng c mt vi yu t cn phi
chnh sa.
Bn c th b i thanh menu pha trn, nhm gip tiu chnh ni
bt hn. Hy lin kt n trang Lin lc, Bo mt, v iu khon
dch v cui bc th cho hng ca bn.
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Bn cn phi tp trung s ch ca khch vo li cho mi ca

mnh. ng h b phn tm bi nhng lin kt khc trong trang.
H cn phi tp trung 100% vo vic mua hng.
Bn c th tham kho mt mu trang bn hng ti:
http://www.3waysin3days.com/live/
Trang iu khon (policy pages)

Trang iu khon cung cp thm thng tin v cc iu kin mua
hng ca bn. N bao gm cc iu khon dch v, Chnh sch
bo mt v Lin h.
C 3 l do bn nn a nhng iu khon ny vo: th nht, chng
c th bo v bn trc nhng vn v php lut. Th hai, chng
lm tng th hng ca bn trn cc cng c tm kim v nng cao
im nh gi v cht lng website. V cui cng l tng t l khch
hng tim nng hoc khch mua hng.
Nu mt ai chu b cng c mc iu khon dch v, Lin lc
v Bo mt, c v nh h c cht hng th vi sn phm ca bn,
nhng cn thm thng tin c th an tm hn.
gia tng kh nng mua hng ni khch, hy to mi iu kin cn
thit cho h. Ngay trn nhng trang thng tin, bn cng c th a
vo mt nt Mua Ngay hoc Thm Vo Gi Hng.
Vi cch ny, khch hng khng phi tr ngc li trang bn hng ca
bn t hng h c th thc hin thao tc ngay trn trang
thng tin, mt khi h hi lng vi nhng thng tin c cung cp.
Nu bn khng mun gii thiu sn phm ca mnh trn nhng
trang ny, bn c th t mt mu thu thp thng tin, h c th
ng k nhn tin t bn.
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Khi s dng cc trang iu khon dch v, Lin lc v Bo mt theo

cch ny, bn lm tng kh nng thu ht khch hng vo phu
bn hng ca mnh.
Trang thng tin

To ra mt trang thng tin thu ht khch hng tim nng vo
ming phu cng l mt cch hiu qu. Tuy nhin, ng nhm ln
trang ny vi trang bn hng. Nhng trang thng tin ny thc ra l
mt trang tin bn hng (pre-sell).
N cha ng rt nhiu ni dung v thng tin gi tr lin quan n
th trng ngch ca bn. Mc ch l thu ht lu lng truy cp
t cc cng c tm kim (m cc trang bn hng n l khng th
lm c), mt khc gip bn thit lp s tin tng.
Bn c th dng trang thng tin chia s vi khch hng v nhng li
ch, gi tr ca sn phm v thm ch lm cho h ngh rng bn l mt c
nhn c lp m khng lin quan n cng ty. Thng thng nhng
ngh ca mt bn th 3 t mt trang uy tn c th gip bn cht hng.
Ngay c khi nhng trang thng tin ch n thun cha ng ni dung
(m khng bao gm bt k mc ch cho hng no), bn cng nn
c n trong chin lc marketing ca mnh. Tuy nhin, ni dung cn
phi b ch v sc hp dn khin cho ngi ta mun c n.
V d: bn c th khai thc Blog nh mt trang thng tin cho doanh
nghip ca mnh.
Ca s qung co (Pop-Up & Exit Pop-Up)

Mc d rt nhiu ngi khng thch cc ca s qung co, nhng
chng vn c hiu qu mt chng mc no . C 2 loi ca s
qung co:
180
Ca s qung co thng thng (pop-up) l mt li cho mi

xut hin khi khch hng gh thm mt website.
Mt loi khc l ca s mang mt thng ip nh xut hin khi
khch hng ng mt website (exit pop-up). Nu h ng
tip tc li website, bn s chuyn hng h n trang m
bn thit k sn mt u i c bit cho h.
Bn c th dng mt trong hai loi ca s qung co cho hng,

hoc gi chn mt khch hng tim nng.
Thng ip trong ca s qung co ty thuc vo website m khch
hng sp ri khi. Nu h sp ri khi trang bn hng ca bn, bn c
th a ra mt sn phm vi mc gi thp hn trong ca s qung co.
Nu h sp ri khi nhng trang khc, bn c th ngh cung cp
cho h nhng thng tin min ph, vi iu kin h phi ng k tn
v a ch email nhn tin t bn. Vi cch ny, bn c th va xy
dng danh sch khch hng, va nng cao doanh thu.
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y phu bn hng (back end)

Mt thnh t khc ca phu bn hng l y phu (back end). y
phu bao gm tt c nhng hot ng din ra sau khi khch mua
hng t bn. Nu bn khng c y phu, y c th l l do khin
doanh thu ca bn khng cao.
Thng thng giai on ming phu ca bn c kh nng b l hoc
ha vn. iu ny khng c g ng lo, nu y phu ca bn
mnh. Vi s tin thu c t y phu, bn c th u t li vo
vic gia tng lu lng truy cp cho ming phu.
y chnh l cch lm cho cng vic kinh doanh ca bn tng
trng.
S tin kim c t y phu c th ln hn rt nhiu so vi ming
phu. l bi khch va mua hng t bn v ang c tm trng vui.
Nu hiu c tm l khch hng cc giai on khc nhau, bn c
th d dng ti a ha s phn hi ca h. Mt khi khch mua
hng ca bn, h c kh nng mua thm vo nhng ln sau.
By gi hy cng xem xt cc yu t sau ca y phu, theo th t:
u i mt ln (One time offer)
Up-sell: y l thut ng dng trong trng hp ngh khch
hng mua mt sn phm t tin hn so vi sn phm ban u,
hoc bn thm cc sn phm i km vi sn phm chnh, nhm
lm tng mc li nhun tng th.
V d: Bn mua mt phn g rn trong ca hng KFC v ngi
bn lun hi bn c mun mua thm khoai ty chin khng?
l up-sell. Bn mua mt ly Coca 300ml vi gi 15.000 -la,
v ngi bn ngh bn ch cn thm 3.000 -la c mt ly
500ml? cng chnh l up-sell.
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Down-sell: trng hp khch hng n o khng mua hng,

bn c th gii thiu mt sn phm khc vi gi r hn, d
dng chp nhn hn. Mc tiu l khng mt khch hng,
cho d sn phm khng mang li cho bn nhiu li nhun
i chng na.
V d: nhn vin kinh doanh xe hi rt gii trong k thut
down-sell. Khi bn mun mua mt chic BMW nhng li e d
vi mc gi qu cao ca n, h s xut cho bn nhng la
chn khc vi chi ph thp hn rt nhiu.
Trang Cm n
u i mt ln (oto - one time offer)

u i mt ln c th xem l mt dng ca up-sell, nhng im khc
bit ca n nm p lc thi gian.
Bn a ra mt li cho mi hp dn vi khch hng, thng thng
l mt mc gi gim ng k, nhng h phi hnh ng tht nhanh
nm ly c hi , bi h s khng nhn c u i ny na mt
khi ng website li.
Khch hng buc phi chn la, hoc mua hng vi gi u i, hoc
mt c hi.
H vn c th mua mn hng t bn vo lc khc, nhng n s
tr v gi bnh thng. p lc thi gian, cng vi mc gi hp dn, l
nhng yu t khin kh nng thuyt phc khch mua hng ca trang
u i mt ln l rt cao.
By gi bn bit cch gia tng s li nhun t mi khch hng.
Khi p dng trang u i mt ln, ch vi cht t cng sc, doanh s
ca bn s gia tng ng k.
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Cc doanh nghip truyn thng c th ti u ha chin lc ny

thu ht khch hng mi. V d mt ca hng Spa c th a ra gi
dch v nu khch hng mua ngay phiu chm sc da cho 8 ln th
h s c chit khu ngay 30%.
Mt nh hng c th a ra chng trnh min ph ba ti cho mt
ngi nu khch hng t ch trc cho 2 ngi tr ln.
Nu bn ang bn mt sn phm vt cht hay sn phm k thut s
qua internet, iu ny cng d hn na. Ring ti th thch tng thm
gi tr cho khch hng hn l chit khu, nhng ti thng kt hp
c 2 iu ny.
Thi im vng p dng u i mt ln

Thi im vng p dng u i mt ln l khi khch va mua
mt mn hng hoc ng k nhn sn phm min ph t bn, v 2
l do sau:
Th nht, h s t c tm trng phng, v h ang hng th vi
vic mua sm. Khch hng ca bn vt qua ro cn ban u khi
quyt nh mua hng t bn.
Th hai, h th hin s tin tng ni bn. Hn na, h va mua
mt mn hng, do th tn dng nm sn trong tay h.
Hy m bo tnh thuyt phc mnh m ca trang u i mt ln
phi ngang bng vi trang bn hng hoc trang thu thp thng tin
ca bn. ng xy dng mt cch s si ch v n l trang u i
mt ln.
Bn cn nh rng khch hng va mi mua hng t bn, do
tiu ca bn phi lin h vi iu ny. Sau , dn dt h vo
ni dung trang.
184
(Bn c th tham kho chng 12 v cch vit ni dung cho

hng, chng 13 v 14 v cc yu t ha cng nh nhng b
quyt lm tng t l mua hng m bn c th p dng vo trang u
i mt ln).
5 tiu ch dnh cho trang u i mt ln

ng a ra nhng u i mt ln ch cho c, hy chc chn rng
n c 5 yu t sau y:
1. Tnh c o
Bn hn nhin khng mun ngh nhng th m bt c nh tip

th no cng lm c. Bn c th cho hng mt phin bn nng
cp hoc sang trng hn km theo nhng tnh nng c bit
khng c sn phm gc.
2. Tnh lin quan
u i mt ln ca bn phi b tr v lin quan ti sn phm gc,

th s bin mn hi h va mua thnh mt tri nghim mua sm
hon ho.
u i mt ln ca bn phi lin quan, chnh ng v hp l.
Nu bn cho mi mt th g khng lin quan n mn khch
hng va mua, h s ngh rng bn ang c cht bp hu bao ca
h - iu ny s nh hng n danh ting ca bn.
Nhng nu bn a ra mt th gip nng cao gi tr ca mn
hng gc (th m c th khch hng cha ngh n), bn s c
xem l tn tm.
Hy cp n n mt cch kho lo m khng ph nh mn
hng trc. Nu bn khin khch hng ngh rng giao dch va ri
ca h l v ch, bn s mt khch rt nhanh.
185
Rt nhiu nh tip th mc phi li ny. H bn sn phm u tin

ca mnh nh mt dch v trn gi, l tt c nhng g khch hng
cn. Th ri ngay trang tip theo, h li bo rng khch hng cn
nhiu hn th na.
ng i vo vt xe ny. Hy ln k hoch tht k cho nhng
li cho hng ca bn.
3. a ra nhiu u i mt ln?
Nu chng thc s hp l, ng ngi a ra nhiu u i mt ln.

Khng c con s no l ng hoc sai c. Nhng hy m bo l vi
mi th bn a ra, chng lm gia tng gi tr cho sn phm gc.
4. Gi c
Thng thng, d khng phi l lun lun, u i mt ln ca

bn s c mc gi bng hoc cao hn mc gi ca sn phm khch
hng va mua.
Theo kinh nghim, n khng nn mc hoc r hn gp i mc
gi trc. Tuy nhin, bn khng phi tun theo quy tc ny nu
bn bit mnh ang lm g, hoc li ngh ca bn l hp l.
5. Gi ng tha thun
Ni g phi lm ny. Bn ch c th cho mi khch hng mt c hi

duy nht nhn u i mt ln t bn. Nu khch hng ca bn
thy mt li cho mi tng t no t bn v sau, h s khng tin li
bn na. ng nh mt uy tn v ting tm ca mnh v s hai li.
Up-Sell
Up-sell l li cho mi thm mt sn phm na cho ngi khch va
mua hng t bn. Mt sn phm up-sell lm tng thm gi tr cho sn
phm va mua.
186
Nguyn l ng sau up-sell l, vic bn hng cho mt ngi xiu

lng vi li cho mi u tin ca bn s thun li hn l bn cho
mt ngi mi hon ton.
Khch hng vt qua tr ngi u tin gia i bn v chp nhn
mua hng t bn. T , vic thuyt phc h mua thm s d dng
hn, nht l khi h ang c hng mua hng.
Ngoi ra, up-sell thng mang li li nhun nhiu hn, c bit l
khi giai on ming phu b chi ph cho vic thu ht khch
hng.
Hy gi mt sn phm hoc dch v m khch hng cha ngh ti,
nhng s em li li ch cho h. Rt nhiu ngi s ng vi li
ngh ca bn, nht l khi bn cho h bit h s nhn c gi tr g
vi ln giao dch thm ny.
Nn c bao nhiu up-sell?

Qu nhiu up-sell (chng hn nh 10) s khin khch hng kh chu.
Tuy nhin, quy tc chung bn cn tun th l lun phi m bo tnh
lin quan v gi tr b tr. ng cho mi bt k th g khng lin
quan n sn phm ban u, hoc khng lm tng thm gi tr cho n.
3 tng v up-sell
1. Da vo l l thng thng
Hy a ra mt li cho mi c kh nng ti a ha gi tr ca sn
phm h mua lc u.
Chng hn, nu h mua laptop, bn c th cho hng phn mm,
b nh nhiu hn, cng nhiu dung lng hn, hoc gia hn
thi gian bo hnh. iu ny l hon ton hp l, khch hng s
khng nghi ng g v s cho thm hng ca bn.
187
2. Da vo cc vn ca khch hng
Hy t mnh vo v tr khch hng v ngh v nhng vn

hoc gii hn h c th gp phi trong qu trnh s dng sn
phm va mua t bn. T hy to ra mt up-sell gii quyt
cc vn .
3. n gin ha cuc sng ca khch hng
Thng thng nhng ngh gip lm n gin ha cuc sng

ca khch hng d c chp nhn. Nu bn bn phn mm, c
l bn nn ngh chng trnh o to 3 thng khi ng v
vn hnh, h tr qua in thoi 24/7, gip h lm quen vi
sn phm.
Cung cp dch v cho khch hng cng c th tr thnh mt upsell tt. Chng hn, nu bn ang bn mt sn phm lin quan
n ngh thut tip th qua bi vit (article marketing), bn c th
a ra dch v vit bi thu.
Thm ch nu bn khng mun t mnh lm iu ny, c th xem
xt vic hp tc vi nhng ngi c kh nng.
Down-sell
Nu khch hng t chi li ngh up-sell, bn nn ch t
ng chuyn h n trang down-sell.
C th h khng mua up-sell l v n qu t i vi h. Bn bit
rng li ngh vn c quan tm, bi mc hng th ca khch
hng c chng minh nhng giai on trc.
Bng cch a ra mt ngh tng t, nhng vi mc gi thp hn,
bn c th lm tng doanh s ca mnh. lm iu ny, bn c th
b bt mt vi tnh nng hoc qu tng, cung cp mt phin bn k
thut s hoc ra k hoch bn hng tr gp.
188
Mt down-sell lun phi r hn nhng li cho mi trc, thng

ch khong na mc gi ca mn hng ban u.
Trang cm n
Ni theo cch n gin, trang cm n l ni bn xc nhn n hng
v cung cp cc lin kt ti xung cc sn phm k thut s ca mnh.
Bn cng nn gii thch r cho khch hng v nhng email h s
nhn c, hoc cc hng dn ti v ci t, thng tin ng nhp
thnh vin
Nu bn bn mt sn phm vt cht, hy m bo vi khch rng
sn phm s c vn chuyn ngay, cng thi gian c th. Hy lit
k li nhng thao tc va c thc hin, cng nh nhng thao tc
tip theo iu ny s gip h an tm hn.
Bn cng c th tn dng c hi cui cng ny kim thm li
nhun. y l ni l tng cung cp lin kt n nhng website
lin quan hoc sn phm khc ca bn, hoc nhng ngh lin
quan ti vic cng tc.
phng vic tn thm chi ph ny sinh qua giao dch bng th
tn dng, hy cho h bit s tin s phi thanh ton trong ha n
tn dng ca h.
5 yu t nht thit phi c trn trang cm n

Hy m bo rng trang cm n ca bn c 5 yu t sau.
1. Li cm n khch hng
Mc d y c gi l trang cm n, rt nhiu doanh nghip trc

tuyn qun mt c ch p ny.
189
Hy nh rng khch hng va quyt nh mua sn phm t bn,

do hy cm n h v xng h vi h bng tn (mt on m
n gin hon ton c th lm c vic ny).
2. B cc r rng
Bn cn phi cu trc trang cm n ca bn theo cch m ngi

c c th lt qua v d dng tm thy thng tin h cn. Cu
trc ca trang cn r rng, phn ni dung cng ngn cng tt.
3. S nht qun trong thng hiu
Thng hiu website ca bn (bao gm logo v cc ha) phi

nht qun t u n cui. iu ny gip khch hng bit c
rng h vn trn trang ca bn.
Trnh s dng nhng mu trang cm n lm sn.
Khch hng s rt bi ri khi h b chuyn n mt website trng
khc hon ton vi website ca bn, hay thm ch khng mang
tn min ca bn.
4. Mc hi p (FAQs)
Hy d on nhng cu hi v bc xc m khch hng thng c,

v lit k chng trong mc hi p. Mt s khch hng c th cn
thm s tr gip. Hy cung cp cho h mt lin kt n b phn
h tr ca bn, hoc chuyn tip h n chc nng tr chuyn
trc tuyn (nu c).
5. S xc nhn
Nh gii thch, hy chc chn rng bn xc nhn n hng ca

khch v cung cp mi thng tin h cn hoc mun. iu ny
nghe c v tt yu nhng rt nhiu ngi li qun mt n.
190
5 cch ti a ha li nhun thng qua trang cm n

Rt nhiu ch doanh nghip lng qun v pht l trang cm n.
Ch cn mt cht n lc hon thin trang ny s d dng em li
cho bn thm mt phn doanh thu.
Khch hng va mi mua sn phm t bn h s ci m hn vi
nhng li ngh ca bn.
Di y l 5 cch ti a ha li nhun thng qua trang cm n.
1. Cho bn cc sn phm lin quan
Hy hc theo cch ca Amazon. Sau khi mua bt c th g t

trang ny, bn s nhn c li cho hng ca t nht 20 sn
phm tng t. Mu cht ca vn nm tnh lin quan gia
cc sn phm.
Nu bn c mt th trng ngch c th, bn c th a ra nhiu
sn phm, tuy khng lin quan trc tip n sn phm chnh,
nhng vn c kh nng c khch hng quan tm. y l thi
im hon ho cho khch hng bit nhng sn phm khc m
bn c.
Nu bn khng th t cung cp, bn c th cng tc vi Amazon v
chn mt plugin hin th cc sn phm lin quan t trang ca h.
2. Gii thiu cho bn b
Khch hng va mi mua sn phm t bn. V c th h mun

chia s thng tin v mn hng ny vi nhng ngi bn ca mnh.
Hy to iu kin cho h bng cch b sung mt mu chia s
(tell-a-friend box). S truyn ming chnh l mt cng c tip th
tuyt vi, c bit khi n n t ngun ng tin cy.
Tuy nhin, ng hy vng ai tip th khng cng cho bn. Hy
tng h mt mn qu cm n s n lc ca h.
191
3. Hp th gp
Bit c khch hng thc s ngh g l mt li th ca bn. Hy

a vo mt hp th gp , ni h c th ni ln nhng iu h
thch cng nh khng thch v tri nghim mua hng t bn.
Bn c th trin khai cc xut ca h, nng cao tri nghim
mua sm cho nhng khch hng khc trong tng lai.
4. Gii thiu nhng ngun khc
y l ni bn c th gii thiu sn phm v dch v ca nhng

ngi khc (m bn ang cng tc cng h).
lm bt i ging iu cho hng, bn c th n thun lit k
nhng ngun m bn xut. V thay v s dng nt Mua Ngay
mt cch s sng, hy th bng mt lin kt vi ni dung Bm
vo bit thm thng tin.
5. Danh sch khch hng thn thit
Hy mi khch hng ca bn ng k vo danh sch khch hng

thn thit, v cho h bit rng h s l nhng ngi u tin
nhn c thng tin v sn phm mi ca bn.
tng sc ht cho li ngh ny, bn c th ha gim gi 20%
cho ln mua tip theo ca h.
Danh sch ny rt hiu qu bn p dng vic kim tra cho
hng nhng sn phm mi. Nu bn khng th thuyt phc c
nhng khch hng ny, cc ngun khch hng khc cng s c kt
qu tng t.
Xy dng danh sch thnh vin

Hy lp nn mt danh sch vi thng tin chi tit ca nhng khch
hng mua sn phm t bn. Mt s l do thc hin thao tc ny:
192
Trc ht, bn c th email cho h trong tng lai, v mc phn

hi ca h s rt cao. Th hai, bn c th gii quyt nhng yu cu
gi li cc ng dn ti xung sn phm ca bn (vi ngi c
th khng nhn c ng dn, hoc lm mt n).
Ngoi ra, nu c danh sch khch hng, bn c th gi h nhng
thng bo v vic cp nht, yu cu phn hi v cht lng sn phm,
hay nhng u i cho vic gii thiu thm nhng khch hng mi.
Bn cn phi cp nht danh sch ny lin tc, chng hn thm vo
nhng ngi va mua hng, hoc loi ra nhng ngi yu cu
hon tin.
Mt s h thng c th d dng lm vic ny (hu ht u tch hp
nhiu gii php, nh FusionHQ), tuy rng phn ln vic lc tn
nhng ngi tr hng bn s phi t lm.
193
Cc bc hnh ng
Thit k quy trnh bn hng ca bn.
Hy bt u trn giy v phc ha t nht 5-10 quy trnh
khc nhau. Ngh v bt k up-sells hay down-sells no bn
mun a vo, ca s qung co hay sn phm giai on
y phu. Bn c th th vi nhiu chn la khin no
thc s hot ng.
Nhn li nhng g bn c v quyt nh s s dng quy trnh no.
Theo iu chnh li k hoch pht trin sn phm. Bn c
th phi thm vi sn phm khp vi bn phc ha, hay a
dng ha tng sn phm gc dng cho down-sell.
Nu bn ang thu mt lp trnh vin, hy vch ra quy trnh r
rng cng vi cc mc gi mong mun cho mi trang, mu n
ng k v h thng tr li th t ng kt ni vi khch
hng, cng nh bt k thng tin no lin quan n mu thit
k cho tng bc ca quy trnh.
Ti
ngh
bn
dng
nhng
th
tng
nh
www.dlwmmm.com/msviso to mt bn PDF r rng gip lp

trnh vin ca bn c th hiu c (kh nng mc li c th xy ra
nhiu hn bn ngh, cho nn hy r rng ht sc c th).
Nu bn ang s dng FusionHQ, rt n gin hy to chu trnh
bn hng bng chng trnh thit k phu bn hng ko v th.
Cc on m c vit sn nn bn s khng lo tn thi gian
hay khng hiu cch lm.
194
Ngh thut email marketing
Chng 11
Ngh Thut Email Marketing
Doanh s khng phi l mt th bn phi theo ui, n s n mt cch t

nhin khi bn say m phc v khch hng ca mnh.
V danh
195
C th bn nghe rt nhiu ln rng danh sch khch

hng l th hi ra tin.
iu ny hon ton ng. Nu danh sch ca bn ng i tng
mc tiu v bn c mt mi quan h tt vi khch hng, danh sch
ca bn c th l mt c my in tin.
S hu mt danh sch khch hng mang li rt nhiu li ch. Di
y l 4 l do.
4 l do v sao bn cn email marketing

1. Xy dng danh ting
Khch hng s kh nh v bn khi bn khng c mt danh sch

nhng thng tin ca h.
Vi mt danh sch, bn c th gi tin tc, cp nht v nhng
thng tin min ph thng xuyn cho h. iu ny khng ch gip
h nh v s tn ti ca bn, m cn gip bn xy dng uy tn.
Mt li ch khc l mi ngi s chia s thng tin ny vi bn b
ca h (vi iu kin l n hu ch). iu ny s gip bn xy
dng ting tm xa hn na, v l mt trong nhng phng thc
qung co min ph tt nht.
2. Mt cng c mnh m gii thiu sn phm mi ngay
lp tc
Mt email gi i s d dng gip bn dn dt lng truy cp.

Bn c th chn thi gian v a im m bn mun mi ngi
gh n.
Bn cnh nhng sn phm ca mnh, bn cng c th gii thiu
cho khch hng sn phm ca nhng ngi khc.
196
Khi bn l cng tc vin ca mt ai , tt c nhng g bn phi

lm l chn ng dn cng tc vin ca mnh vo v gi email
cho danh sch khch hng ni ln cm nhn ca bn v sn phm
. Cch ny s em li li nhun nhanh chng cho bn.
Bn phi cn trng vi nhng sn phm mnh gii thiu. Nu bn
gii thiu nhng sn phm km cht lng, d bn c th mau
chng kim c mt mn tin nh, nhng n s gy bt li cho
bn v lu di. Khch hng s nh mt nim tin vo bn, v danh
ting ca bn s b hy hoi ch trong chp mt.
3. Nhng ngi khc s qung co cho bn
Nu bn khng c mt danh sch email, nhng ngi s hu sn

phm khc trong th trng ngch lin quan s kh lng qung b
cho bn.
l bi v, khi h qung b cho bn, h cng mong i bn
iu tng t.
Nhng hy cn thn, ng mc by. Nh ti cp phn
trc, bn khng nn qung b cho nhng sn phm km cht
lng.
Ti tng thy nhiu ngi nh mt quan h vi khch hng ca
h bi kiu trao i ny. Khi va khi nghip, bn s rt d b hp
dn bi nhng li ngh qung b t nhng ngi khc.
4. Kim tra
Nu bn khng c nhng d liu c kim tra th vic tm

mt i tc kinh doanh qung b sn phm s gp kh khn.
Bn c th vt qua iu ny bng cch thc hin cc cuc th
nghim vi danh sch email sn c ca mnh.
197
Ch cn gi cho h mt email dn n mt website c ci

t sn bi kim tra phn tch (split test) tin hnh thu thp
d liu.
Khi danh sch ca bn ln, bn c th chia nh ra thnh nhiu
phn thc hin nhiu cuc th nghim khc nhau.
Lm th no xy dng mt danh sch email

u tin bn cn ng k mt dch v gi email t ng
(autoresponder). Ti ngh mt trong nhng a ch sau:
www.dlwmmm.com/aweber, GetResponse, iContact v FusionHQ.
Chng s cho php bn thu thp cc a ch email v sau chm
sc h vi mt h thng gi email t ng c ci t t trc,
hoc bn c th t gi nu mun.
Sau , bn cn xy dng mt trang thu thp thng tin (squeeze
page). Trang ny ch c mt mc ch duy nht: Thuyt phc ngi
dng cung cp a ch email cho bn. Ch vy thi.
lm c vic ny, bn phi dng cch no li cun h.
Bn phi tng h mt th g gi tr h vui lng i li a
ch email ca mnh.
c th l mt on phim, ebook hoc bo co min ph. Qu hi
l ca bn khng cn phi qu mu m. Thng thng th n gin
nht li c sc thuyt phc nht.
Cch d nht thuyt phc ngi dng ng k thng tin
(opt-in) l khi gi s t m ca h. Hy ni rng bn c nhng
thng tin b ch mun chia s cng h. To s li cun khi cp
n nhng thng tin ny khin h phi thc mc v n.
C rt nhiu tranh ci xung quanh vic thu thp hoc khng thu
thp thng tin v tn khch hng, bn cnh a ch email ca h.
198
Theo nhng g ti quan st, khi ch yu cu a ch email, bn s c

mt danh sch ln hn.
Tuy nhin, cc cuc th nghim cho thy khi bn xng h vi khch
hng bng tn trong email, kh nng h b thuyt phc s cao hn.
Bn s khng lm c vic ny nu bn khng bit thng tin v tn
ca h.
Ngoi ra, cng c gi thuyt rng nu mt ai khng sn sng cung
cp tn ca h, s khng d g khin h nhp thng tin th tn dng khi
bn cho hng. Do , c nhn ti lun thu thp tn ca khch hng.
Ti sao xy dng mi quan h vi danh sch khch hng gip bn kim

nhiu tin hn?
Lng truy cp ng ngha vi tin. (Hay ni cch khc, khng c
lng truy cp, bn s khng c tin.)
Mi quan h vi nhng ngi trong danh sch khch hng ca
bn cng tt chng no, kh nng h c email bn gi cng ln
chng y.
V khi cng nhiu ngi c email ca bn, website ca bn s c
cng nhiu khch gh thm (v mua hng).
Khi bn gii thiu sn phm ca mt ai khc, nhiu ngi cng s
sn lng nghe theo ngh ny nu h thch v tin tng bn.
Ngay c nu bn cung cp mt sn phm hoc dch v truyn thng,
bn vn c th tn dng iu ny. Mt nh hng c th gi email cho
thc khch ca h thng bo v chng trnh gim gi 25% ti hm
, cng nh min ph ba ti cho khch hng gh n u tin.
Loi hnh khuyn mi ny c th c ty nghi s dng gia tng
lng ngi gh thm trong mt bui ti vng khch.
199
3 b quyt tng cng mi quan h ca bn vi khch hng

Email u tin bn gi n khch hng tim nng s thit lp nn
tng cho mi quan h v sau.
Mt khi ai ng k thng tin, bn phi m bo h thng tr
li thu t ng (autoresponder) s gi ngay cho h mt email
cho mng.
Email ny cn ngn gn v th hin s n cn. Khng ai mun c
mt bc th di v nhm chn c.
Mc ch ca email u tin l khin khch hng nh v bn. Bn c
th thc hin c iu ny bng cch to s thn mt vi tng
ngi. Mt b quyt cho bn: hy gi cho h ng lin kt n mt
on phim do bn quay, k chuyn v chnh bn thn bn.
Bn cng nn gi km min ph mt th g c gi tr. Vic ny s
gy cm xc mnh hn, cng nh to mt ng lc tt hn h
xem on phim.
C nhn bn cng kt ni vi danh sch khch hng mnh bao nhiu
th t l hi p ca h trong tng lai cng cao by nhiu.
iu quan trng l bn phi n vi h nh mt con ngi bng
xng bng tht, ch khng phi mt nhn vin tip th khn kho.
Di y l 3 b quyt thu phc lng yu mn ca khch hng.
1. To s khc bit
Khi bn khc bit, bn s c nh n. iu ny khng c ngha

l bn phi c to ra mt tnh cch lp d.
Bn ch cn n gin l chnh mnh. Hy n bng s chn thnh.
Nu bn ha ln vi nhiu ngi khc v khng to c s khc
bit, bn s b qun lng.
200
Nhng email bn gi phi mang tnh c nhn, v phi n t bn.

ng bao gi gi i nhng ni dung vit sn (v d, ni dung
qung co ca nhng nhn vin tip th khc gi cho bn). Bn c
th mn tng, nhng cch din gii trong email phi l ca
chnh bn.
ng lo lng nu bn khng phi l mt siu sao vit qung co.
Hy vit nh th bn ang vit cho mt ngi bn. Ni nhng
iu bn mun ni. S chn tht s khin bn c tn trng.
2. ng cho bn bt c th g trong nhng email u tin
Sau khi ai ng k thng tin nhn mn qu min ph m

bn ha, h s tr thnh mt khch hng tim nng mi.
ng cho hng h ngay lp tc. Hoc nu c, hy t ra t nh,
tip cn theo kiu gii thiu cho bn nhng th khc ti c.
Nhng email u tin bn gi s quyt nh cc giao dch trong
tng lai gia i bn. Nu bn i i tt vi h ngay t u, h
s tr thnh nhng khch hng thn thit v sau.
Khng c mt con s xc nh nhng email bn nn gi trc khi
bt u cho hng. Nhng bn cng gi nhiu thng tin min ph
v gi tr th lng tin ni khch hng cng cao.
Ngay c khi bn ang cho bn mt sn phm, hy c gng th
hin nh mt dng chia s thng tin (ging nh informercials hnh thc qung co theo kiu t gii thiu trn tivi).
Nh mt tiu chun, hy i cho n email th 3 hoc thm ch
th 5 bt u gii thiu sn phm ca bn. Vi nhng email
sau, bn cng nn cung cp 2/3 ni dung l nhng thng tin gi
tr m khng bn bt c th g c.
201
Bn lun c th ln k hoch trc. Hy dng nhng thng tin

trong cc email bn gi dn dt h n sn phm hoc chng
trnh u i tip theo ca bn.
Nn nh rng, vi mt chin lc marketing tt, bn s khng
nht thit phi cho hng.
3. Phn bit danh sch khch hng ca bn
Xp nhng ngi mua hng t bn vo mt danh sch ring bit,

v dnh thi gian xy dng mi quan h mt thit vi h. Hy
lm cho h cm thy c bit. Qu tht l h rt c bit, v h
cn bit iu .
Phn ln doanh thu bn hng ca bn n t mt s lng nh
nhng ngi nh th ny. V vic bn cho mt ai mua hng
t bn th d dng hn nhiu so vi nhng ngi cha tng mua.
V th, hy chm sc v i x vi nhng khch hng ca bn
bng s tn trng. Hy tht s lng nghe xem h cn g.
H l nhng khch hng gi tr nht ca bn, v bn ch nn lin
lc vi h khi tht cn thit. Nu bn phi son nhng email hp
tc vi mt ai (bn qung co sn phm cho h v ngc li),
ng gi cho nhm khch hng ny. Ch khi nhng u i ca
bn thc s xut sc v c gi tr ln th mi nn email cho h.
2 cch nhanh chng gia tng lng truy cp cho trang thu thp
thng tin ca bn
Bn cng thu ht nhiu lng truy cp vo trang thu thp thng tin
ca mnh, bn cng ko c nhiu ngi vo phu bn hng; do ,
bn cng kim c nhiu tin hn.
y l hai cch nhanh chng gia tng lt truy cp vo trang thu
thp thng tin ca bn.
202
1. Cng tc vin
Nu bn ch c mt trang thu thp thng tin v ngoi ra khng

cn g khc na, nhng cng tc vin bnh thng cng s khng
nhit tnh gi lng truy cp n trang ca bn bi v h khng
c hng li g c.
Nhng khi bn c mt OTO (u i mt ln - l th gi tr v lin
quan n vic up-sell cho mt trong nhng sn phm hoc dch
v ca bn) v c th chi hoa hng cho nhng cng tc vin gi
khch hng n trang thu thp thng tin ca bn, h s vui lng
qung co cho bn.
T trang OTO v ch cn qung co qua hnh thc cng tc vin,
bn rt c tim nng xy dng mt danh sch khch hng cht
lng cao (v bn c hng sau ).
2. Email v Ad Swaps (Trao i qung co )
Ad Swaps l hnh thc trao i qung co gia 2 ngi vi nhau.

Ngi ny s gi email cho danh sch ca mnh gii thiu v
chn ng dn n trang thu thp thng tin ca ngi kia v
ngc li.
Hy g th trng ngch ca bn vo Google v tm kim nhng
website xem nhng ch website no cng ang c gng xy
dng mt danh sch email khch hng. Bn s thy hp thu thp
thng tin tng t website ca h.
Hy lin h vi ch website v gii thch rng, bn cng c mt c
s d liu khch hng tim nng ging nh vy (v sn phm ca
bn lin quan) v hi h c quan tm n vic gi danh sch
khch hng n trang thu thp thng tin ca bn hay khng. Bn
cng s gip h ngc li nh vy.
203
Khi bn c mt danh sch khch hng nh, bn c th tng s

lng ln mt cch nhanh chng bng vic thc hin trao i
qung co. Bn ng gi danh sch khch hng ca mnh n
trang thu thp thng tin ca mt ai , v h s lm tng t
nh vy.
Bn c th nh mt mt s ngi ng k trong qu trnh ny,
bi v bn ang yu cu h ng k thng tin vo danh sch ca
mt ngi khc. Nhng nu bn lm ng, bn s gi cho h ni
dung min ph, v th phn ln trong danh sch ca bn s c
li v khng cm thy phin lng v iu ny.
y l mt cch hay v t tn km bt u. Nhng bn ng k
vng nhng ngi c danh sch khch hng ln s lm vic ny,
v chc chn s khng ai hp tc nu bn khng c trong tay danh
sch khch hng no c.
Hy bt u t nhng th nh v xy dng ln.
Chng ti s dnh mt chng ca cun sch ny (chng 15)
hng dn bn cch thu ht lng truy cp. Mc d vic
hng khch hng n website l mt trong nhng th quan
trng nht bn c th lm, y cng chnh l giai on m hu ht
mi ngi t b.
V d trang thu thp thng tin (t t l thu ht khch hng 55%)

T l thu ht khch hng ng k i vi mt trang thu thp thng tin
l t 15-20%. Nhng www.dlwmmm.com/TheRealTrafficSecret.com
l mt v d ca trang thu thp thng tin t t l thu ht khch hng
vi mc 55% (George Brown s hu website ny).
S d trang thu thp thng tin ny mang li kt qu cao nh th v
chn l do ch yu sau, chng ta hy xem xt k hn.
204
1. Mang n cho ngi xem li ch cao
Trang thu thp thng tin ca George hng n nhng ngi lm

tip th trc tuyn mun gia tng lng truy cp gh thm website
ca h.
Li ch ca mt video min ph c trnh by rt r rng v c
gi tr cao i vi th trng ny.
2. T nhin
Mi th v trang thu thp thng tin ca George u thoi mi

t qun o anh mc, cho n tiu cng ch c thit k bng
Microsoft Word.
George c th d dng thit k ha chuyn nghip v ci thin
ngoi hnh ca mnh, nhng anh c tnh khng lm vy.
iu ny to nn mt khng kh t nhin v chn tht. i vi
nhng ai xem video sau khi ng k thng tin, h s hp tc vi
George v h cm nhn c s kt ni vi mt ngi tht s.
Khi h gim bt s phng th nim tin s tng ln.
Tuy nhin, bn cn cn thn vi cch tip cn ny. Qu t nhin
c th dn n khng chuyn nghip v thiu chn chu. iu ny
c th gim nim tin v gim t l thu ht khch hng.
Mt im khc na cn cn nhc l mc gi sn phm m bn d
nh s bn. a s nhng sn phm ca George dao ng mc
77 -la. Nu mc gi khi im ca anh y t 1.000 -la tr ln,
kh nng l anh y s cn phi gia tng cht lng bi thuyt trnh
ca mnh.
3. Tnh t m v logic
Bn cht t nhin ca con ngi l t m v say m tm hiu mt

iu g m h quan tm.
205
George t m khi anh ha tit l mt k thut gip tng lng

truy cp mnh m m hu nh mi ngi u khng bit ti.
Mi ngi bn khon khng bit l k thut g v cch duy
nht c cu tr li chnh l ng k thng tin truy cp.
Bn cng phi c th g hp dn trong trang thu thp thng tin
ca mnh khin cho mi ngi t m n ni h khng th i
tm ra cu tr li.
George cng nh vo nhng l lun logic ca mi ngi khi ni
rng h c th hng li ch nh th no qua vic s dng thng
tin sp c tit l.
Trn trang thu thp thng tin ca mnh, bn cng phi cho mi
ngi bit nhng thng tin m bn sp chia s c th mang li li
ch ngay lp tc cho h nh th no.
4. Li ch d tip cn
Trn trang thu thp thng tin ca George, iu m tt c mi

ngi phi lm l in tn v a ch email, sau h c th xem
video ca anh y.
H khng phi xc nhn thng tin sau khi ng k hoc c mt
bn tin di dng.
iu m tt c mi ngi phi lm l ch cn xem mt video. Vic
ny d dng i vi nhiu ngi. N va khng tn thi gian, va
khng kh khn.
Hy chc chn rng li ch ca bn phi tht hp dn, v d dng
ht sc c th lm cho mi ngi hng th ng k thng tin
v c nhn li ch t bn.
206
5. Bng chng/S tin cy
Trong video trn trang thu thp thng tin ca mnh, George
a ra bng chng. George ch ra cc kt qu tht s c
mang li do k thut to lu lng truy cp m anh sp tit l
trong video tip theo.
Nu bn khng c bt k bng chng no a ln trn trang
thu thp thng tin ca mnh, iu khng sao c. Nhng nu
bn c, hy a chng ra.
Nu khng, hy cn nhc vic s dng li cm nhn t nhng
khch hng hin ti hoc cc chuyn gia trong th trng ngch
ca bn.
6. Tiu
Mc ch ca mt tiu l gy s ch ca khch hng tim

nng v ha mang li cho h mt li ch.
George s dng s t m trong tiu ca ng y thu ht
khch hng.
Anh y cng ngay tc khc lm tng thm tnh t m khi b i
nhng quan im thng thng v cc phng php thu ht
lng truy cp, bng cch ni N khng lin quan g n SEO
(Ti u ha b my tm kim), Pay Per Click (Tr tin cho mi
ln nhp chut) hay Cng tc vin no c.
7. Hng dn qua th gic
Mc ch ca trang thu thp thng tin l khuyn khch mi ngi

li tn v a ch email ca h.
V th cch trnh by trong trang thu thp thng tin ca bn phi
hng mi ngi thc hin chnh xc iu .
207
Trang thu thp thng tin ca George l mt v d tuyt vi v vic

khng c bt k yu t no gy ra s xao lng. Anh y s dng mt
cch trnh by r rng vi mt mi tn ln hng dn mi ngi
n ni m anh y mun.
Marketing kt hp c hai k thut tim thc, gic quan v mi tn
l mt v d in hnh ca iu ny.
Nu bn khch hng gh thm website v sau h khng bit
mnh s lm g tip theo, bn s mt h. Hy bt u bng tiu
, sau dn n video v cui cng l hp ng k thng tin.
iu ny s hiu qu hn na nu bn s dng phng nn
trng hon ton. Cc kt qu th nghim v kim tra cho thy
n th hin tt hn cc phng nn khc (k c nhng thit k
p mt nht).
8. Li ku gi hnh ng r rng
Bn khng th t gi thit rng mi ngi s bit phi lm g.

Bn phi hng dn r rng iu mi ngi cn lm v h c th
mong i iu g mt khi hon thnh hnh ng m bn mun
h lm.
Trn trang thu thp thng tin ca mnh, anh y nhc nh mi
ngi rng cch duy nht xem video (m s tit l b mt thu
ht lng truy cp), l ng k tn v a ch email ca h.
Bn phi th nghim cm t hng dn hnh ng no hot
ng tt nht trn trang thu thp thng tin ca bn. (Cm t
hng dn hnh ng l nhng ch trn nt m mi ngi bm
vo sau khi in tn v a ch email ca h.)
George s dng Xem Video Tip Theo. Truy Cp Min Ph
Ngay Lp Tc cng chng minh l hot ng tt. Nhng c
208
th c mt cm t hng dn hnh ng khc thu ht khch

hng tt hn cho bn. Cu tr li chnh l s th nghim.
9. Cam kt v s bo mt
Trn trang thu thp thng tin ca George, anh lm mt vic

rt tt l cam kt bo mt tt c nhng thng tin m khch hng
cung cp.
Khng ai mun b spam bi vic bn chia s thng tin ca h vi
bt k ai khc. V th bn phi m bo vi mi ngi rng bn s
khng lm iu ny.
Ngh thut vit email

Tip th qua email bao gm vic gi nhng chui email thng
xuyn (bng cch s dng mt h thng gi th t ng autoresponder) khuyn khch khch hng ca bn u t vo sn
phm ca bn hay sn phm ca ai .
Tuy nhin tht khng may nu email ca bn gi ti ng a ch
nhng khng ai c n c. T l m email ngy nay ang ngy cng
thp dn.
Khch hng thng b tn cng bi nhng bom th.
Bn phi nhn thc c rng khch hng khng ch nm trong
danh sch ca bn. iu ny c bit ng nu bn hot ng trong
lnh vc Internet Marketing, h c th cng c mt trong danh sch
ca 20 nh tip th trc tuyn khc. l l do ti sao bn cn m
bo ni dung bn gi cho h l duy nht.
209
S dng hnh nh c nhn hay hnh nh i din ca cng ty

Bn hoc cng ty u cn c mt hnh nh i din. Khch hng ca
bn v c bn ang c gng mua mt phn ca bn hoc cng ty,
m khng ch l sn phm ca bn.
V d: Coca Cola c mt hnh nh v tui tr, s vui ti v bn
b. Khi mi ngi mua mt lon Coca, v mt tim thc, h ang
mua hnh nh ca cng ty (v hy vng sau khi ung, h s ti tr,
vui v v c yu mn hn). H c th chn rt nhiu nhng
thc ung khc.
V mt ny Apple cng qung b hnh nh rt tt. Nhng sn
phm ca Apple c nhn nhn l cht lng, phong cch v hp
thi. H lm cho n tr thnh s la chn ca mt nh thit k.
S tht l, c nhiu in thoi/my vi tnh/my nghe nhc MP3 tt
hn hn Apple, nhng quyt nh mua hng ca mi ngi b nh
hng nhiu bi hnh tng m h mun hng ti.
(Ti ang thc hin bi vit bi vit ny trn mt MacBook. Ti
cho con gi chic iPhone ca mnh v ti cn mt th lm vic tt
hn l v b ngoi ca n mt pht biu m ti bit n s gy ra
nhiu tranh ci.)
Trc khi khch hng mua sn phm hay dch v, h cn c bn
cho hnh nh ca bn hay cng ty bn trc tin.
Trong th gii trc tuyn, mi nh tip th u c nhn nhn nh
mt nhn vt (trong nhiu trng hp h l nhng ngi sao).
Nhng hnh nh ny chnh l l do then cht ti sao khch hng
chn mua.
V d, Frank Kern thong th ng vai mt g trai lt vn bnh
thng sng mt li sng min bin. i tng khn gi m Frank
210
Kern thu ht thng m rng h s khng cn phi lo lng v tin

bc na.
V bn (hay cng ty ca bn), phi to ra mt hnh nh ph hp
nht vi i tng khch hng mc tiu m bn hng ti.
Lm th no ni bt trong th trng ngch ca bn (y khng phi

l USP)
USP - Unique Selling Point (Li th Bn hng c nht) tr nn
lc hu.
To s khc bit vi cc i th cnh tranh bng cch c mt tnh
nng hoc li ch c nht khng cn hiu qu nh trc. iu
ny khng c ni rng bn khng nn c mt im khc bit m
bn nn c.
Tuy nhin, nu bn khng c mt sn phm hoc dch v mang tnh
cch mng, tht kh cnh tranh ch da trn tnh nng c nht
trong th trng ngy nay.
Nhng bn vn c th cnh tranh nu bn thm vo mt yu t cm
xc cho sn phm ca mnh. Ngy nay bn phi lm cho sn phm
hay dch v ca mnh khc bit trn kha cnh cm xc.
Nu bn c th s hu mt cm xc ring trong tri nghim ca
khch hng i vi bn th s l cm xc g?
N c phi l s quyn r? C phi l ha bnh? c phi l cm
gic mo him? S an ton hay l uy tn?
Mt khi bn s hu mt cm xc v khch hng lin tng n
bn thng qua cm xc , nhng email ca bn s c tc ng
mnh hn.
211
S phi l
Chng ta thng b thu ht bi nhng iu khc thng. Nhng th
ni bt thu ht s ch ca chng ta nhng iu phi l i vi thi
thng hng ngy.
Chng ta bit mi trng ca mnh v mi ngi thng c gi
nh l s hnh ng nh th no. V th khi mt iu g cc oan
xy ra, chng ta t ng iu chnh cho ph hp.
Nu email ca bn ging vi nhng ngi khc v n gin ch l
mt trong 30 email t mt nh tip th khc, khch hng ca bn
s l n i.
Tnh phi l c hiu qu rt tt i vi PPC, AdWords, Twitter v c
tip th truyn thng. Khi bn c th gy ch , t l nhp chut s
tng ln mt cch ng kinh ngc.
V d, mt tiu nh Li bing c l l tiu chun quan trng
nht khi tm mt th sa ng nc s lm cho mi ngi dng
li. N i lp vi trc gic. Sau bn c th tip tc gii thch rng
li bing l l do bn m bo cng vic c lm tht tt ngay
trong ln u tin. Bn qu li khng mun quay li v khc phc
nhng th ng l phi c lm ng cch ngay t ln u tin.
R rng trong v d ny n s l mt tiu mang ging iu a
vui. Tuy nhin, bn ang s dng tnh phi l thu ht s ch .
Lm th no minh bch vi danh sch khch hng

Nhng cu chuyn c nhn, nhng li cm nhn t ngi khc v s
am hiu m bn chia s vi khch hng trong email phi tit l con
ngi tht ca bn.
212
Hy vit mt cu chuyn v chnh bn nhng kh khn, th thch

v thnh tu ca bn.
Bn cng tit l chn tht v minh bch v mnh bao nhiu, doanh
s bn hng ca bn cng tng by nhiu.
i vi khch hng, bn hy tho b lp ngy trang v ng ngi
phi by im yu ca mnh.
Email c th l mt phng tin truyn t rt nht nho, nhng khi
bn bc l bn thn vi khch hng, bn c th lm tng s thn
tnh. V mt khi lm nh th, bn c th hng khch hng n bt
k ni no bn mun.
Hy vit email nh th bn ang vit cho mt ngi bn thn. ng
gi li iu g v hy vit t tri tim ca mnh.
Khi bn chia s nhng cu chuyn v chnh bn, n c th khi dy
cm xc mnh m t khch hng. N c th rt c ngha v bn
ng cm vi h.
y l thnh cng ca Oprah v mi chng trnh tr chuyn hay
tp ch l ci. Mi ngi quan tm n i sng ca ngi khc, v
h mun c nghe tt c cc chi tit. i vi trng hp ca
Oprah, tt c s chn tht v ci m ca c v nhng thng trm v
cc kha cnh u ti trong cuc sng tht to nn hnh nh c y
nh ngy nay.
Bn s nhn thy bn cng bc l bn thn mnh bao nhiu th s
cng c nhiu khch hng mun theo bn by nhiu.
(Nu khch hng ca bn c t thi gian ch , hoc bn khng thch
vit nhng email di dng, bn c th a cu chuyn ca mnh vo
mt video. Ch cn gi h mt email ngn gn dn h n .)
213
B mt ng sau mt chui th tr li t ng
Bn mun thuyt phc khch hng vi mt chui th tr li t ng.
lm c iu ny, bn cn mt ch ton din mt ci g
tht s hp dn.
Gi mt email cha . Nhng khi bn vit mt chui email bn c
thm nhiu thi gian xy dng lng tin. V khi lng tin cng c
xy dng, bn cng c thm nhiu doanh thu.
V vy bn c th khng ngng gi email cho khch hng mt
cch hp php, thit lp chui th tr li t ng di hnh thc
mt kha hc trc tuyn ngn hn. Bn c th bin n thnh mt
kha gm 5 phn, 7 phn hay 9 phn b sung cho sn phm
bn ang bn.
Trong mi email, hy lm ni bt t nht mt li ch c gi tr; v
trong mi email, cho hng sn phm bn ang qung co (vng,
bn c php lm nh vy). Hy cung cp ng dn n ni m
h c th t hng sn phm.
Khi bn gi i mt lot email, bn c thm thi gian (v l do)
xy dng lng tin. By gi bn c 5, 7 hoc 9 c hi bn sn
phm ca mnh.
Nghin cu ch ra rng khch hng hng th nht email th ba hay
th t. Do hy cung cp nhng ng dn n sn phm ca bn
xuyn sut kha hc (m khng ch email cui cng).
Hy nh rng phi gi cho email ca bn cng mang tnh o to
na. Thm ch nu khch hng khng d nh mua sn phm, th h
vn tm thy gi tr trong email ca bn. iu ny s gip h tip tc
c, xy dng lng tin v cui cng c th dn ti vic mua hng.
214
Tht kh bit rng ci by hay phn thng tin no bn cho i s

thuyt phc c khch hng. l l do ti sao khi bn cung cp 5,
7 hoc 9 li ch, bn c th hp dn v thu ht thm c nhiu
khch hng.
Bn thng chn URL u v bao nhiu ln?

Bn nn t ng dn URL u t t l thu ht khch hng
ti a? V bn nn chn vo bao nhiu ln?
Nhng nghin cu ch ra rng ni tt nht chn URL l ba v
tr sau:
Mt hay hai dng u tin trong email ca bn.
Trong phn ni dung ca email.
Dng ti bt
Ch : Vic chn URL hn 3 ln s khng nh hng n t l thu
ht khch hng nhng n c th nh hng n kh nng gi email
ca bn. Nhng cng c lc th rc s xa email ca bn nu c qu
nhiu ng dn trong mt email.
Ch k ca bn
Hu ht cc nh tip th u khng khc bit lm trong ch k ca
mnh. ng chy theo m ng v k tn bng nhng cm t
thng thng nh V thnh cng ca bn hay Chc bn mi iu
tt p nht.
Nhng th ny tht nhm chn.
Hy s dng tnh phi l lm li th ca mnh v k tn mt cch c
o.
V d nh, chuyn gia vit qung co Kenneth Yu s dng:
215
To Pulling Heartstrings and Pursestrings

Kenneth Yu
Trong khi chuyn gia Tellman Knudson li ch k:
SHABAMBO!
Tellman
Tuy nhin, iu trc tin l bn cn phi chc chn rng email ca
mnh c c
7 b quyt vit tiu gia tng t l c email ca bn.

1. X-cng-an (Scandal)
Tht khng may con ngi thng b thu ht bi nhng x-cngan, s git chc v tnh tiu cc.
Hy tn dng bt k vn no hin ti v gn vo nhng cu
chuyn tin tc xu mi nht vi dng ch email ca bn.
2. (S dng du ngoc n)
Nhiu nh tip th khng s dng du ngoc n. t dng tiu

trong du ngoc n c v nh tru ngi v lm chng ta
mun c ci g trong .
Nhiu tiu trn trang www.dlwmmm.com/digg s dng du
ngoc n. Hy gh thm a ch ny tham kho cc tng .
3. Tr nn khc thng
Khi bn gi nhng email thng thng theo mt phong cch c

bit, khch hng ca bn s tr nn quen thuc vi cch ny.
V th khi bn lm iu g khc bit so vi thng ngy, khch
hng ca bn s ngi bt dy v ch . Bn ch cn m bo rng
216
bn a ra mt l do cho s thay i phong cch t ngt ny,

hoc n s ch phn tc dng v ph v mi quan h.
4. Hy ngn gn
Nhiu nh tip th vit nhng dng ch trn email thng i

theo cng thc vit tiu trong l th cho hng. Khi mi ngi
u lm iu ny, khch hng ca bn s nh ng mi th nh
nhau, hoc ch khc bit cht t.
Tuy nhin, khi bn s dng nhng dng ch vi mt hoc hai
t ngn gn, iu ny a khch hng ra khi iu m h thng
c thy. Hy nh thc khch hng ca bn vi nhng cm t
sc bn, mnh m.
5. S tht v .
Khi bn s dng nhng dng ch S tht v, nhng dng

ny s thu ht khch hng rt tt bi n gi nn s t m ca
khch hng. H mun c bit v tm hiu cu chuyn bn
trong ca mt ch c th.
V d, bn c th t l S tht v SEO , hoc S tht v
Liu php Massage , hoc 3 s tht v vic ct ta hoa
hng Hy tht c th v th trng ngch ca bn.
6. 2 ng tt th v
Cm n Kenneth Yu v tit l nhiu b quyt v vic vit nhng

dng tiu trong email, nhng c th i vi tng n gin
nht ny m ti tng thy
Hy truy cp trang www.dlwmmm.com/crack. Website ny c
nhng dng ch rt ni bt. Hu ht cc bi vit ca nhng
ngi ny u c ng trn trang nht ca Digg. Nhng tiu
ca h c tc ng mnh m v kh in r!
217
Hy g t kha th trng ngch ca bn trong thanh tm kim

c c nhng gi tc th. Khi s dng chng trong email ca
mnh, bn s thy mt s khc bit ng k trong t l m email
ca bn.
Gh thm trang www.dlwmmm.com/digg bi v nhng tiu
c vit y c l l c tc ng mnh nht trn th gii.
G t kha th trng ngch ca bn vo Digg. Mt lot nhng
tiu thnh cng xung quanh lnh vc ca bn s hin ra. Hy
nh rng nhng bi vit thnh cng nht s c hn 100 Digg.
(Nhng tiu ny c sc thu ht cng ng rt ln v hiu qu
bi v cng ng b phiu bu chn cho chng.)
7. Hi m (Re)
Khi bn t ch re vo trc dng tiu , n nh la khch

hng rng bn ang tr li email m h vit cho bn.
Mc d t l m email i vi nhng email kiu ny ny cao,
nhng ng lc no cng s dng ch re ny. Khch hng c
th s rt bc mnh khi bit bn nh la h v t chi m nhng
email sau ny ca bn.
218
Cc bc hnh ng
Bn s cn mt h thng tr li th t ng thit lp nhng
email ca mnh ( bit thm thng tin v h thng ny, hy
xem
chng
10).
www.dlwmmm/icontact,
www.dlwmmm.com/aweber
hoc
www.dlwmmm.com/gresponse l nhng la chn tt. Hy vo

trang www.dlwmmm.com/mailer dng th mt thng min
ph h thng gi email ca FusionHQ.
To ra mt chui th tr li t ng theo di tng trin vng
trong quy trnh bn hng ca bn.
Nu bn ch c mt mu ng k thng tin n gin nh l mt
chin lc xy dng danh sch khch hng, hy xem bn
mun gi n h nhng email no. Thng tin gi tr no bn c
th chia s, nhng bc thc hnh no bn c th a ra, hoc
ngun tham kho no hu ch?
Thit k nhng email theo di tp trung vo vic xy dng
mi quan h trc tin (gio dc v gi tr) v sau mi bn
hng (ca chnh bn hoc sn phm m bn hp tc).
Ngay by gi hy lm nhng th tt nht bn c th v sau
ci tin.
Thit lp th tr li t ng v sao chp mt lot ni dung bn
va vit.
219
Chng 12
Ngh Thut Vit Qung Co
Vt Trn C
Ngn T
Mt ngi vit qung co phi am hiu con ngi, nhn thu, v ng cm
vi h.
George Gribbin
220
Ngh thut vit qung co vt trn c ngn t
Ngh Thut Vit Qung Co - Vt Trn C Ngn T

Vit qung co l mt ngh thut cho hng di dng ch vit, v
n phc tp hn nhiu ngi vn ngh ( vit c mt bi cho
hng tt).
Nhng ai cho rng vit qung co l cp tc vit ra vi ba ch nhm
m t sn phm v mong ch khch hng b thuyt phc h cn
phi xem li.
to nn mt bi cho hng hiu qu, bn cn t nht 4 tun lm
vic lin tc. Ch vit mt bn nhp tt thi th cha , bn phi
chnh sa n nhiu ln.
Vit qung co l c mt ngh thut. Bn cn phi kin tr nghin
cu, hoc thu hn mt chuyn gia. Nu bn mun t mnh vit, bn
nn hc theo Joe Sugarman, Ted Nicholas v rt nhiu cc huyn
thoi marketing khc. Nhng g h lm tri qua th nghim v
thc s thnh cng.
Ngay c trong trng hp bn mun thu mt ngi vit qung co,
bn cn phi bit nhng quy tc c bn. Vic bn tr 5.000 -la,
10.000 -la hay thm ch 20.000 -la cho mt bc th cho hng
cng khng th m bo c cht lng cho n. Chnh bn phi l
ngi quyt nh.
Hy suy ngm v vai tr ca vit qung co trong chin dch
marketing ca bn. Ty thuc vo s lng khch hng tim nng, ch
cn thm 1% s ngi b thuyt phc mua hng l bn c th thu li
50.000-100.000 -la hoc thm ch hn th. c mt bi qung
co tt th rt ng bn u t thi gian, cng sc v tin bc.
By gi hy cng xem xt nhng nhn t bn cn lu n
Khch hng ca bn n t u?
221
Trc khi vit mt bc th cho hng (hoc thu mt ngi chuyn

nghip vit thay), bn phi bit l do no khin khch hng n vi
trang bn hng ca bn.
Bn phi phn tch trang bn hng ca mnh trong mi quan h vi
quy trnh bn hng, chin lc thu ht lng truy cp, v ton b k
hoch marketing tng th. ng phn tch mt cch phin din.
Khch hng ca bn va n t u? H u trc khi h n vi
bn? iu g thc y h gh thm website ca bn?
Mt bc th cho hng vit cho mt trang vi lng khch truy cp
do AdSense mang n, s khc vi mt trang vi khch t lin
doanh. (Thm ch s tt hn nu bn c th iu phi nhng khch
n t lin doanh ph hp vi tng cng tc vin. iu ny s
gip nng cao kh nng thuyt phc khch hng ca bn).
Khch hng ca bn thuc nhm t duy no?

Mi ngi c mt xut pht im khc nhau, do o bn cn bit r
h thuc nhm t duy no. Ti sao h li n website ca bn? H
ang tm kim iu g?
Ti bit gn y c rt nhiu tranh ci xoay quanh qung co trn
Facebook so vi qung co trn Google. Theo ti, hu ht cc lp
lun u qun mt mt iu c bn. Ngi dng Facebook khng
tm kim mt sn phm no c. H ch ln Facebook tn chuyn
vi bn b m thi. Trong khi , ngi dng Google lun tm kim
mt th g . ti khng phi l bn khng th li ko khch hng
t Facebook, cng nh kim tin t nhng qung co trn trang ny
d nhin bn c th ch. Nhng bn cn chc rng mi khi vit
mt bi qung co, bn u lu tm n suy ngh ca khch khi h
c n.
222
im n tip theo ca khch hng l u?

Cng nh vic bn cn hiu c khch hng ca mnh va n t
u, bn cng cn bit h s tip tc n ni no. H ang nh lm
g v bn mun h ngh g? Bn mun h lm g? V bn mun h
mua g?
Hiu r v sn phm v dch v ca bn

ng dng li ti hnh thc b ni ca sn phm. Ch thy c
cng dng v li ch ca sn phm bn thi th cha . Bn phi
thm nh su hn.
Vic thc s nm r v sn phm hoc dch v bn ang qung co
s c tc ng tt n tm l ca khch hng.
Lm sao thu hiu khch hng ca bn?

Hy th nh hnh nhng khch hng tim nng ca bn. H tn g,
bao nhiu tui, v lm ngh g? H c m o khng? H c bao
nhiu con? Tnh cch ca h nh th no?
Chng ta tng t ra nhng cu hi tng t trong qu trnh xy
dng mt c tnh cho cng ty chng ta. y l lc nhng m t v
khch hng tr nn cc k quan trng. Hy t nghin cu n, hoc
cung cp n cho copywriter ca bn. Khi bn giao tip ng ngi
v ng cch, s c s phn hi ni khch hng, bi bn kt ni
vi h mt cch thn tnh.
ng c gng lm cho mu qung co ca bn gy n tng vi tt
c mi ngi. l iu khng th. Khi bn nhn thc r v sn
phm ca mnh, bn s thy n khng phi l dnh cho tt c mi
ngi. Do , bn nn tp trung vo nhm khch hng ph hp.
Lm c iu ny, t l thnh cng ca bn s tng ln ng k.
223
4 cu hi thit yu dnh cho bn

Mark Joyner c mt quyn sch rt hay ta l Li Cho Hng Khng
Th Cng Li (The Irresistible Offer). Nu bn cha tng c n th
bn nn c ngay. (Ti xung min ph vi nh dng PDF ti
www.dlwmmm.com/tio).
Ni dung ct li ca quyn sch ni v 4 cu hi m bt k khch
hng no u t t ra trong tim thc ca h, v bn phi a ra
c cu tr li cho chng.
1. Th anh ang bn l g?
y l yu t cn bn, l nhng chc nng v c tnh m sn

phm ca bn mang n.
2. N c ch li g cho ti?
y l li ch m sn phm ca bn mang n. V d, cuc sng

ca khch hng s c ci thin th no? iu g ang sp sa
thay i cuc sng ca h?
3. Ti s phi tn bao nhiu?
y khng ch cp n tin bc, m cn thi gian, cng sc

v cm xc. Chng ta thng ch ngh n kha cnh tin bc,
nhng rt nhiu ngi sn sng chi thm nu iu gip h tit
kim cng sc, thi gian v gim thiu s cng thng u c.
Hy ngh xem, nu khch hng khng mua sn phm hoc dch v
ca bn, h s phi tn nhng g. Nghin cu cho thy ngi ta
thng sn sng hnh ng khi h ngh rng hnh ng y s tit
kim cho h c vi th, hn l em li cho h mt th g .
(D sao i na, bn vn nn ng dng c 2 gc c c
hiu qu tt nht.)
224
4. Ti sao ti phi tin anh?
Bn phi cho khch hng mt l do thc s tin c bn. Bn

cn s tn nhim ca h, bi ngi ta thng thch mua hng t
nhng ngi hoc cng ty m h quen thuc v tin tng.
Nu bn tr li tt 4 cu hi ny cho nhng v khch tim nng,
bn chc chn s bn c hng.
Lm cch no thu ht s ch ?
Tr phi bn thu ht c s ch t nhng khch hng tim nng,
cn nu khng t h s khng bao gi c nh xem qua sn phm
hoc dch v ca bn.
Con ngi thng c 2 ng lc: S hng th v ni s hi (Trong
marketing, chng ta s ng dng c hai).
6 lu to s ni bt cho tiu qung co ca bn

Tiu qung co l cng c chnh thu ht s ch ca khch
hng. V th n phi thc s rt, rt tt.
1. Tr chuyn trc tip vi nhng ngi nghe xc nh trc
Nu bn c th xc nh c khch hng tim nng v truyn

t trc tip ti h thng qua tiu , h s b thu ht. Chng hn,
sn phm ca bn l dnh cho nhng b m n thn, vy th hy
ni Gi nhng b m n thn. Nhng ngi ny s ngay lp
tc ch v dnh nhiu s quan tm hn.
2. t nhng cu hi m
Trnh hi nhng cu ch c th tr li ng hay sai. Nu

khch hng ngh rng h bit c cu tr li, bn s khng thu
ht c h v bn mt i nhng khch hng ny.
225
Nu bn a ra mt cu hi m (ngay c khi h ngh rng h bit

cu tr li), kh nng l h vn s c bi qung co ca bn
xem mnh ng hay cha.
3. Ha hn li ch cho khch hng
Hu ht mi ngi u quan tm n bn thn h. Mt khi khch

hng thy c h s nhn c li ch t vic c bi qung co,
h rt c th s b thi gian ra c n.
4. Cung cp thng tin
Mt trong nhng hnh thc bn hng tt nht l cung cp thng

tin cho khch hng. Hy truyn ti v sn phm hoc dch v ca
bn (ng cho mi). Nn nh l, ai cng thch mua, nhng
khng ai thch b cho mi c.
Mt khi bn to c ni khch hng nim ham thch i vi th
bn cung cp thng qua nhng thng tin v li ch ca n, bn s
tin rt xa v doanh s.
5. Nhng tiu mang tnh v d
Mc d nhng dng m u tiu ny c s dng qu

nhiu ln, chng vn rt kh dng, v thc s mang tnh thuyt
phc cao.
Nu bn khng tm ra tng, hy dng mt trong nhng mu
sau: Lm cch no , Cng khm ph 7 cch , B
mt , Cho ti 3 pht ca bn v ti s, 3 b quyt
nhanh chng , Bn c phm 3 li c bn ny khng?
6. Vit v vit
M u, hy vit thoi mi, ri dn dn trau chut li sau. Th

hin chnh xc nhng iu bn mun ni v khch hng cn nghe,
226
ng quan tm n s lng t. Dnh thi gian tr li 4 cu

hi phn trc.
Khi xong, hy c gng c ng li. c kt, c kt v c kt
hn na. Lm cho phong ph, thm vo v loi ra nhng t ng
cho n khi bn c c mt tiu sc lay ng.
4 cch n gin gi c s hng th ca khch

Mt khi thu ht c s ch ca nhng khch hng tim nng,
nhim v ca bn l gi cho h tip tc c.
1. ng ra v b trn
Khng ai mun b ln lp c. Khi bn giao tip thnh cng vi

khch hng (ni v nghe ch khng phi ni cho nghe), gia i
bn s c c mt mi giao ha.
2. K mt cu chuyn
Tt c chng ta u yu thch nhng cu chuyn hay vi mt kt

cc c hu. Hy t mc tiu k mt cu chuyn gn kt v
truyn ti mt thng ip n khch hng.
Ti sao bn to ra sn phm ? Ti sao bn khuyn khch s
dng sn phm ? Ging nh khch hng, bn khi nghip
nh th no, v t c nhng thnh cng g nhng thnh
cng m chnh h cng mong mun?
Khi bn lng ghp cu chuyn ca bn (hoc ca mt ngi
khc) vo bi qung co, s nghi ngi ca ngi c s gim
xung. Khch hng s mc nh mu chuyn l tht v iu
ny rt c li cho bn.
Hy s dng nhiu ngn ng miu t trong cu chuyn ca bn.
Cc nh vn thu ht c ngi c l bi h lin tc dng nn
nhng hnh nh rt c th. Bn cng nn hc theo cch ny.
227
Hy kch hot tr tng tng ca ngi c,, v bn s kch hot

c xc cm ca h.
3. Ha thn cng khch hng
Con ngi thng quan tm n bn thn h - c bit l nhng

ni s v ham mun ca ring h. Nu bn c th xc nh nhng
ni s v ham mun ny, v bt u t chng, bn s thu ht c
s quan tm ca h v gi cho h lun hng th.
4. Hy ngn gn
Hu ht chng ta u phn nn v khng c thi gian. V th

hy tn trng thi gian ca khch hng v i thng vo vn .
Tng c mt cu chm ngn qung co l: di ca bi qung
co nn ngang bng vi mt chic vy ph n. di bao
trm nhng th thit yu, v ngn to s hng th. D cu
chm ngn ny c th hi s sng i vi mt s ngi, nhng
cng ging nh mt bi qung co tt n truyn t ng thng
ip, minh ha ng v gi nh lu.
Nhng gch u dng

Nhng gch u dng l mt phn cc k quan trng ca mt trang
bn hng hoc mt bi qung co. Chng quan trng v 3 l do
1. Li cun c s ch ca nhng ngi c lt
Phn ln nhng ngi c bi ca bn s chng bao gi c ton

b bi. Do , bn cn m bo nhng yu t chnh c truyn
t mt cch ngn gn, sc tch v ni bt.
2. Phn chia b cc trang
Di gc th gic, nhng gch u dng gip chia nh b

cc trang. Bi qung co ca bn trng phi d c, v nhng
228
gch u dng l mt cch hiu qu phn tch nhng on

ch di ngong.
3. Nhn mnh tm quan trng
Nhng gch u dng lm tng mc nhn thc v tm quan

trng ca ni dung trong n. Nu ai nhn thy mt gch u
dng, h s mc nh rng bt k iu g bn sp sa n u rt
quan trng. V th, chng gip nhn mnh ni dung bn cn
truyn t.
Hy dng gch u dng tm tt nhng tnh nng v li ch.
Thng thng, cc gch u dng ch l cc c tnh sn phm.
(Nhng copywriter gii s lng ghp li ch vo trong cc c
tnh sn phm.)
Bn ch nn dng 3, 5 hoc nhiu nht l 7 gch u dng m
thi. Nhng con s ny c chng minh l em li hiu qu
tt nht.
Hy dnh thi gian cho cc chnh trong gch u dng nhiu
nh dnh cho tiu . Vit i vit li cc ny nhiu ln. Cc
ny cng mnh bao nhiu, t l khch hng b thuyt phc cng
nhiu by nhiu.
Hy nhn rng s ham thch ni khch hng bng cch tn dng
nhng cm xc mnh. Nhng cm xc ny bao gm lng tham, s
s hi, ni bt an v hy vng. Khch hng thng mua da trn
cm xc ch khng phi l tr. Nhiu ngi thng thch cch
ngh ngc li hn, nhng iu khng h ng. Chng ta hng
ng da trn cm tnh (v ch sau khi mua hng th a ra nhng
lp lun nhm bo cha cho quyt nh ). y l l do v sao
bn cng nn a ra nhng l gii hp l cho vic mua sn phm,
229
nhm tng tnh thuyt phc cng nh ngn nga t l khch gi

tr li hng.
Dng cc cng thc tiu cho gch u dng, chng hn nh,
Lm cch no , 5 b quyt , hay 3 b mt...
5 th thut tm l khin khch mua ngay

1. Xy dng hy vng
Xc nh nhng vn ca khch hng v ni r bn c gii php

cho vn . Bn s lm cho khch hy vng rng bn chnh l
cu tr li m h ang mong i.
Ngi ta thng ni, th duy nht con ngi mua l hy vng. Hy
vng rng mt th g s khin h hp dn hn, gii ta lo u
v ti chnh, hoc ci thin sc khe cho h. Bn cng cn m
bo sn phm hoc dch v ca mnh thc s ng vi nhng li
cam kt.
2. To lp nim tin
Bn cn ch r l do v sao khch hng nn tin tng bn. Nu

bn c th a ra bng chng v hiu qu ca gii php ca
bn, nim tin ca h dnh cho bn s gia tng (cng nh nim
hy vng ca h).
Nim tin c th c to lp bng nhiu cch. Cng c hiu qu
nht l bng chng, c bit l trng hp khch hng c th t
mnh kim chng. Biu , hnh nh v on phim u l nhng
bng chng c th tai nghe mt thy v c sc tc ng mnh.
Li nhn xt t nhng khch hng trc y v c nhng chuyn
gia trong ngnh c th gia tng mc ng tin, v thc y nim
hy vng rng sn phm ca bn chnh l th m h cn tm.
230
Nhiu chi tit c th hn s c tho lun sau

3. To cm gic khan him
Bn cn phi to ra mt cm gic khan him cho sn phm v s

khn cp ni khch hng, bng khng rt nhiu ngi trong s h
s khng ra quyt nh mua. H s hon li v t nh rng s mua
vo ngy mai hoc mt ngy no trong tun.
Hy to ng lc cho khch hng hnh ng nhanh chng. Rt
nhiu ngi ngi hnh ng, v s quyt nh mnh a ra l sai.
iu ny dn chng ta n tip theo
4. Loi tr tt c ri ro
n giai on ny, khch hng ca bn c th vn cm thy do

d. y l lc bn loi i mi ri ro cho h.
Hy trn an h rng vic do d l hon ton bnh thng. Ni vi
h rng ng lo lng v tin bc, bi h hon ton c th c
hon tin nu khng hi lng 100% vi sn phm. Hy cho h 30
ngy (hoc hn) dng th sn phm hoc dch v ca bn.
Mt cch khc loi b ri ro l cho php khch hng th
nghim min ph. Vi cch ny, h c th kim nh bt c th g
bn ang bn, m khng phi chu bt k ri ro no. Thm ch h
cng khng cn quan tm n vic bn c hon tin li cho h
hay khng.
5. Yu cu t hng
y khng phi l lc t ra thiu quyt on. Hy cho khch hng

bit bc tip theo l g. Mt ch dn n gin nh Nhn vo
y li lun em li kt qu tt. S tht l,
231
y l lc mi th d dng hon ton. Hy ni cho khch hng

bit cn lm g. K l l mt thao tc n gin nh Click vo y
c th gia tng tm nh hng ca sn phm.
S tht l, khi bn ni vi ai rng h cn lm g, c rt nhiu kh
nng l h s thc hin iu . Hy a ra nhng ch dn tht r
rng, c th v chnh xc.
3 cch nhanh chng to lp nim tin

1. Quy trnh thanh ton
Hy cn trng vi quy trnh thanh ton bn chn s dng. PayPal

l mt tn tui quen thuc i vi nhng ngi trong ngnh
Internet Marketing, v mi khi c vn pht sinh h bit l h
c th phn nh. ClickBank cng tng t.
Nhng ngi khng phi trong ngh, mt khc, c th s khng
quen thuc vi PayPal. Nu bn hot ng M, tt hn l bn
nn dng ti khon thng mi ca Ngn Hng M (Bank of
America). l v khch hng bit r ngn hng ny, v h ngay
lp tc pht sinh nim tin. iu ny ni kt li vi quan im thu
hiu t duy ca khch hng.
2. Nhng li phm bnh
Nhng li phm bnh l mt cng c hu hiu xy dng nim

tin. L tng nht l sau khi mt khch hng c bi qung co
ca bn, h s ngay lp tc mong mun c c kt qu nh
ngi a ra li phm bnh.
C hai dng li phm bnh: mt l li chng thc ca nh khoa
hc hoc nhng tn tui trong ngnh. Li ni t nhng ngi c
thm quyn c sc mnh rt ln. Dng kia l li nhn xt t
232
nhng khch hng tng dng qua sn phm hoc dch v ca

bn v hi lng v chng. Nhng ngi bnh thng li a ra
bng chng x hi rt c gi tr. Nu bn kt hp c c hai, kt
qu thu c s cng tt hn na.
Hy s dng video km theo li nhn xt nu c th. a s mi
ngi u hoi nghi v nhng li nhn xt c vit ra. Chng
vn c th thuyt phc h, nhng nu c nghe t chnh ming
mt ai th vn ng tin hn. Nu bn s dng nhng li nhn
xt dng vit, bn cn phi vin ti cht th thut. Hy lng
ghp chng vo bi qung co (nhn di gc tm l hc, y
l mt phng php cc k tinh t).
Nu ai nhn thy mt hp thoi mang ni dung bnh phm, h
s nhn ra ngay. Vic bn s dng hp thoi thu ht s ch
ca h. iu ny khng phi lc no cng xu. Nhng nu bn
khng lm ni bt phn bnh phm m lng ghp chng vo bi
qung co, s cnh gic ca ngi c s suy gim v h d chp
nhn hn.
ng tn cng trch dn mt li phm bnh yu, chng hn nh cu
Sn phm ca anh tht tuyt. Cm n nh. Km theo nhng tm
hnh chp xu x. Mt li phm bnh yu th th khng c cn hn.
Nu bn b l thuc vo cc quy nh ca FTC, bn cn cn trng
khi a ra cc tuyn b v kh nng ca sn phm hoc dch v
mnh cung cp. Hy tham kho lut php a phng bn nu bn
khng chc chn. (y l mt trong nhng l do bn nn lng
ghp nhng li phm bnh vo trong bi vit ca mnh)
3. Trang web a nhn
Nu trang web ca bn c nhng biu trng r tin v xu

x, mt bi qung co qua loa v cn bn trng rt thiu s u
233
t, bn s mt khch. Vi mt trang web km cht lng, ngi

c s cho rng sn phm hoc dch v ca bn cng s km
cht lng.
Bn c th thit k n gin, khng cn thit phi c nhng
ha cu k v tn tin. Trang web ch cn trng gn gng v
chuyn nghip l c.
Gi gi tr km theo (Bonus)
ng ngh rng bn khng cn phi cp n nhng gi gi tr
km theo sn phm, ch v chng c cho i min ph. Bn hy
cung cp nhng gi gi tr tng km vi tm mc ln, v nhiu khch
hng s mun mua sn phm ca bn ch v gi gi tr thi.
S l mt sai st nu khng chm cht cho nhng gi gi tr ny. Hy
cho mi gi mt hnh mnh ha v cho mi n theo cch ca nhng
sn phm hoc dch v khc. Dnh ring cho mi gi mt tiu
nh, mt hnh nh chuyn nghip, mt gi tr c th, v t nht l 3
gch u dng. Khch hng thng mua mt sn phm v nhng gi
gi tr hu hnh, vy nn bn cn lm cho khon ny thc s thu ht.
Bo hnh
Bn s khng bn c hng nu bn khng c ch bo hnh v
hon tin cho khch. Khch hng cn phi t kim chng nhng tnh
nng ca sn phm hay dch v m bn m t trong th cho
hng (Do qu nhiu nhng nh tip th ni qu s tht v cht
lng). Ch bo hnh ca bn s loi b ht cc ri ro.
Nu bn cha c ting tm trong ngnh, v bn ang bn mt sn
phm v danh vi gi cao, tt nht bn nn c mt ch bo hnh
tht tt. iu ny th hin nim tin ca chnh bn thn bn vo sn
phm hay dch v ca mnh.
234
Ti bt
Mt vi ngi (k c ti) s ko chut n cui trang ch c
dng ti bt. V th bn cn tm gn 4 cu hi chng ta t ra
pha trn trong phn ny. Khi bn lm c iu y, kh nng tc
ng ca bn s cao hn nhiu.
Bn cn tm tt v xut, gi c, kh nng ri ro thp (ch bo
hnh), bt c s khan him no (hoc l do cn nn mua ngay), v
vn ng mua hng.
235
Cc bc hnh ng
Vit ra bn m t hon ho cc khch hng tim nng. To
nn mt bn m t chi tit mt ngi ging nh h c tht, bao
gm gii tnh, tui, a ch, ngh nghip, tn gio, tnh
trng gia nh...V thm ch t tn cho h.
Vit ra mt danh sch cc ni s hi, lo lng v tht vng ca
cc khch hng c th quan st c. ng gii hn bn thn
ch vi nhng th lin quan trc tip n th trng ngch ca
bn. Hy cho php bn thn ngh ra ton cu. Thng s c
nhng ch li th hai n t sn phm hoc dch v ca mnh
m bn cha bao gi ngh ti.
Vit ra tt c cc nim hy vng, m c v nguyn vng ca
ngi ny. Mt ln na nhc li l bn ng gii hn bn thn
vo bt c lnh vc c th no. Bao gm c nhn, gia nh, cc
mi quan h, s nghip, v mc tiu ti chnh cng nh mc
tiu v s thch v cc th vui khc.
Bn cn tt c cc thng tin ny trc khi tip tc vit cc th
cho hng. Nu bn mun thu mt ngi vit qung co, h
cn phi bit c h ang ni chuyn vi ai. Bn cng cn
nm r thng tin v khch hng ca mnh phc v cho ton
b quy trnh bn hng.
Vit mt bn m t r rng sn phm ca bn l g, v c
nhng ch li trc tip, gin tip khch hng s nhn c. Ni
vi h nh th bn ang tr chuyn trc tip vi h - mt i
mt vi ngi tht s.
Gch u dng cc kha cnh then cht v m rng thm li
ch cho khch hng.
Ti sao khch hng nn tin bn? Hy dng ln mt tnh hung
nh th bn ang trong mt phin ta. a ra bng chng,
236
vt chng khoa hc, li cm nhn v nhng nhn xt ca

chuyn gia.
a ra mt ch bo hnh mnh m chng t rng bn
c nim tin vo sn phm ca mnh, v vui lng thc hin vic
bi thng (nu c) sau ny.
Vit ra mt danh sch nhng l do phn i cho ngi mua
hng. Vit ra mi nguyn nhn t chi mua sn phm m bn
c th ngh ra, bt k n ln, nh hay nhng cu tr li r rng
c th xy n.
K n, quay li v tr li tng s phn i mt chng t tr
ngi hn. Mt ln na nhc li, ch cn tng tng ngi
ng trc mt bn v ni chuyn trc tip vi h.
Hy chc rng bn bo cha cho mc gi mnh a ra, c
bit nu n l mt mn hng t tin, hoc thp bt thng i
vi mt sn phm hoc dch v c th no .
Xem qua tng trang trong chui hng bn v tng thng ip trong
hp tin t ng tr li. Ci thin bi qung co da trn cc cu tr
li ca cc cu hi trn, v nhng xut trong chng ny.
iu ny s mt thi gian v cn c xem li mt vi ln nu
mun tc ng tt nht n khch hng. Bn c th chn ai
vit bi qung co cho mnh - v trng i tr gi tt cho bi
qung co. (S c nhiu ngi mun ly gi thp hn mt bi
qung co cn c tr, nhng ng mong bi s tc ng
c khch hng.)
Nu bn ang nhn vit bi qung co cho mt chin lc th
hy bt u ngay by gi. m bo rng xem li bi qung co
gi i v i chiu cho ph hp li mt ln na nhng tiu ch
trong chng ny. D ni dung chng khng bao hm tt c
xut c th, nhng n c t nht 70-80% cc tiu ch cho
mt bi qung co tt.
237
Chng 13
Thit K Cc Yu T Gia Tng
T L Thu Ht Khch Hng
Mt mu thit k tt rt ging vi mt tng tt c hin thc ha.
Edward Tufte
238
Thit k cc yu t gia tng t l thu ht khch hng
Thit K Cc Yu T Gia Tng T L Thu Ht Khch Hng

ng nh gi thp sc mnh ca cch trnh by mt l th cho
hng nhm ti a ha t l thu ht khch hng.
N bao gm rt nhiu yu t nh l kt hp li. Di y l 7 b
quyt gip gia tng t l thu ht khch hng ca bn
1. To nhng khong trng cho trang web
Khng cn g t hn l gh thm mt trang bn hng m mi th

hin th dnh chm li vi nhau. Mt m hn lon ri rm s
khin cho no b ca ngi c b qu ti. Mt h s khng bit
bt u t u, v rt cuc h s ng trang web.
Hy to ra mt b cc tht r rng. C gng sp xp thng hng
cc gch u dng.
Hy chc rng bn to ra cc khong trng (khe trng) di
dng tiu , bn l bi qung co v xung quanh cc hnh nh
hoc video. Khng nn th ny nm chng ln th khc.
2. Tiu r rng
im nhn u tin khi ai nhn vo trang bn hng ca bn l

dng tiu . Hy chc chn rng bn phi lm cho n ni bt.
Th dng mu gch thay cho mu ti. Trng chng
khng r tin m vn thu ht c s ch iu ny c
chng minh l gia tng t l thu ht khch hng.
Ch en trn nn trng cho kh nng c d dng nht, v vn l
mt trong nhng tiu chun mnh m ca ngnh.
239
3. Hp ng k thng tin theo kiu truyn thng (khng

mu m)
Hy s dng hp thoi ng k thng tin bt c khi no c th.

Hp thoi ny nn c t bn phi. ng s dng trang ng
k thng tin vi giao din flash.
Hy nh quy tc KISS (keep it stupid simple - n gin ha mi
th), v u tin cng dng hn l kiu mu.
4. Tp trung vo mt th duy nht
Mt trong nhng l do cc trang Internet Marketing li hot ng

hiu qu nh th l v chng rt n gin. Khi bn gi cho khch
hng tp trung vo mt th duy nht bn mun h lm, kh nng
h thc hin iu s cao hn.
Trnh vic c qu nhiu la chn khc nhau. ng a ra qu
nhiu lin kt, hin th qu nhiu mc qung co (ads) trn trang
bn hng hoc a ra qu nhiu s la chn cho nhng sn phm
hy gi cho n n gin, n gin v tht n gin.
Nu bn s dng u , bn nn gii hn phm vi ca chng
trn cng. u thng ch nhm mc ch lm va lng ngi
thit k v ch s hu sn phm, ch t khi c quan tm bi
khch hng. Vn chnh ca u l chng chim mt v tr
ng gi trn ng gp.
5. p dng ti a quy tc Trn ng Gp (Above The Fold)
Hy nh k quy tc Trn ng gp (l nhng phn hin th

ca trang khi ngi xem cha cun trang xung).
Bn cn m bo hu ht nhng ni dung quan trng u nm
phn ny, bao gm tiu , hp thoi ng k thng tin, video
240
v/hoc cc gch u dng tc ng mnh m thu ht s

ch .
Nu bn mun khch hng cun trang xung xem phn cn
li, bn phi c l do h lm th. Ti thng thy nhiu trang
thot trng c v nh khng cn g xem thm c, v do
khch khng c l do g m cun trang xung.
Nu bn t mt ha cu k vi kch c ln (cao 250 hoc 300
pixels) u trang, bn ang lng ph khong trng ca mnh.
Khong Trn ng gp cn c s dng mt cch khn
ngoan. Mt u nh nm trn cng cng tt xy dng
thng hiu cho t chc (v to lp nim tin) ri.
6. Cc on vn ngn
Hy gi cho cc on vn tht ngn. on ngn nht c th l

mt t. on di nht khng nn vt qu 3 hoc 4 dng.
Bn ch nn vit 1 hoc 2 cu trong mt on, nhiu nht l 3 cu
ngn. iu ny gip ngi xem d dng c c mt trong
nhng b quyt quan trng ca mt bc th cho hng tt.
7. ha
Xuyn sut l th cho hng, bn s cn phi chn thm vi hnh

nh v cc nt mua ngay. Nhng mu ha ny gip lm du
mt ngi c, tng tnh chuyn nghip cho trang bn hng, v
lm ni bt nhng trong ni dung.
Mt s ngi cho rng bn khng nn chn nhng hnh mu c
sn, v chng khin trang ca bn trng r tin. iu ny khng
ng. Min l nhng bc hnh c lin quan, bn khng cn
phi thit k ring mt hnh nh no c.
241
Hy thm vo nhng bng ng n gin. N s lm cc hnh

nh ni bt v trng gn gng, chuyn nghip hn.
Nu c, bn cng nn thit k mt mu ha ring cho tng
tiu chnh v ph. D tn thm mt cht thi gian, nhng
trang web trng s p hn v cc tiu ni bt hn.
Cc nt C v Khng
Thay v s dng nt cn bn Khng, Cm n, bn hy th p dng
mt vi chin thut tm l. Chng hn, nu bn vit Cm n, ti sn
sng b l c hi ny, bn ang ko chn nhng ai khng mun mt
mt bt c th g (m a s chng ta u nh th).
Vng, iu ny c th khin mt vi ngi kh chu (nu h
nhn thc c bn ang p dng cc chiu thc tm l). Nhng
ni chung h cng khng phi nhng ngi c nh mua hng
ca bn.
i vi nt C, thay v vit Mua ngay, hy vit Truy cp min
ph ngay lp tc hoc Ti mun t hng ngay nhng nt ny s
thu ht hn.
Hy dng mu sc minh ha cc nt. chng kch c ln v
m nt mi ngi d thy. i vi nt Khng, cm n, dng
mu hoc xm. Mu tng trng cho s him nguy v nn
dng li.
i vi nt Mua ngay hoc ng k, hy dng mu xanh hoc
vng. Mu xanh tng trng cho trng thi c tip tc v an ton.
Nu l mt trang up-sell, down-sell hoc OTO (u i mt ln),
hy thit lp ngi xem c th thot ra d dng.
242
Nu h khng mun mua nhng th bn ang bn, ng p

buc h. Ngay c nu lin kt thot ra c kch c nh v
giu cui trang, mt khi khch hng khng mun mua, h
s khng mua.
Hy lin kt thot ra y mt v tr r rng. Nu khch khng tm
thy n, h s tc gin v ri khi website ca bn. Khi , bn s
mt h mi mi.
Tt hn ht bn nn a khch hng n bc k tip trong quy
trnh. Bn vn c th bn c hng cho d h t chi li cho
hng chnh bng cch dn h n mt k hoch thanh ton, mt
trang down-sell hoc chng trnh dng th sn phm 30 ngy trc
khi tr ph.
Nu mun, bn cng c th cho bn mt phin bn gi r, m
khng c cc ph kin km theo.
Kim tra phn tch (Split Test)

Lun lun thc hin cc bi kim tra phn tch mi khi bn c c
hi. Nhng tiu chun c ra hm nay c th s phi thay i
vo ngy mai. Hy ngi xem cho bn bit nhng kha cnh no
ph hp vi th hiu ca h nht.
Hy thay i mi lc mt yu t bit chc nguyn nhn no dn
n nhng kt qu khc nhau. V d, th i mt t trong tiu v
so snh vi tiu trc .
Khi bn lin tc kho st tng yu t trn trang bn hng ca mnh,
bn s t c kt qu ti u. ng thi bn s c c t l thu
ht khch hng cao hn, mang v nhiu li nhun hn.
243
Th cho hng bng vn bn hay video?

Khng c ci no hay hn ci no. Tuy nhin, chng c th b sung
cho nhau rt tt.
C th bn hng dng vn bn hay video u c th mnh ring, v
th hy th s dng c hai. Nn nh, mt s ngi thch xem video
v mt s khc li thch c bi vit.
1. Nhng nhc im ca qung co bng video
Nu khch hng s dng ng truyn yu, v bn ch cho hng

bng video, bn xem nh mt h. Ngoi ra, vi video, khch
hng s khng th lt qua nhng chnh c.
Nu khch hng ca bn ging ti, c hi bn c hng ca bn
thc s l rt thp. L do n gin l ti khng bao gi xem
chng. Chng lm ti kh chu.
ng thit lp tnh nng t chy cho video. Hu ht mi ngi u
kim tra email ti ni lm vic. Ngay khi m thanh ca video pht
ln, h s git mnh tt ngay trang web v s cp trn nghe thy.
Ti tng kim chng iu ny, v kh bt ng khi nhn c
nhiu kt qu khc nhau. By gi ti khng cn n nhng gi
nh na, m bit chc chn phng php no l tt nht.
Ti ni chuyn vi Gideon Shalwick - mt trong nhng
chuyn gia hng u th gii v Video Blogging v nhn c mt
kin tri ngc. iu ny lm ti ngc nhin v cng. Tuy
nhin, ti ngh l mnh bit l do ti sao...
Trang bn hng ca Gideon ch s dng video (d bit rng
mnh s mt mt vi khch hng, nhng anh ta chn cch ny v
ght phi vit bi), trong khi , ti th nghim c video ln
vn bn.
244
Nu bn ch s dng video, c v nh thit lp ch t pht l

la chn duy nht. Nu khch ang ti s lm, c ng truyn
yu, hoc ght video (nh ti), thit lp ch ny hay khng,
kt qu cng nh nhau c thi.
2. Nhng nhc im ca qung co vn bn
Khng phi ai cng thch c qung co dng vn bn. H thy

khng hp hoc khng hng th khi i mt vi mt m ch vit.
Ngoi ra, mt bi qung co tt mt rt nhiu thi gian vit ra,
v cng rt t nu khng phi do bn t vit. Thm ch ln dn
thi cng mt thi gian lm ri.
Thi thong, quyt nh nn qung co bng vn bn hay bng
video cn da vo tc sn xut. Nu bn khng c thi gian,
khng g nhanh hn l lm video qung co.
Bn ch vic ngi trc mn hnh my quay v bt u cho hng.
Nu bn thc s tm huyt vi sn phm ca mnh, v c kh
nng thuyt trnh trc ng knh, y l mt la chn tuyt vi
cho bn.
Nu bn c mt video tht s tt, cng vi bi vit hay v cc
gch u dng pha di nhn mnh cc im chnh yu trong
video bn c th to ra nhng tc ng mnh m.
Vi nhng ngi xem lt qua video, c kh nng l h quan tm,
nhng cha hon ton b thuyt phc. Nhim v ca ni dung
ch vit bn di l nhn mnh nhng chnh m khch hng c
th b l. N s gip bn bn c hng.
Bng cch s dng c video v ch vit, bn c th gia tng t l
thu ht khch hng ca mnh. Nu tnh hung khng bt buc,
ng chn ci ny b ci kia. Nhng hy m bo cht lng cho
245
c hai. Nu bn c mt on vit tt nhng video d t, bn s

nh mt mt s khch hng vn b thu ht bi bi vit ca
bn, v ngc li.
Cc bc hnh ng
Xem qua bt k trang web no bn c, bao gm cc trang bn
hng, trang thu thp thng tin hay trang ni dung.
Chng c r rng v gn gng khng? C s dng, c, hiu
n gin c khng? Nhn c chuyn nghip khng? C tn
nhiu khng gian khng? C lm cho nhng ngi gh thm
ch tm vo mt th g ngay c khng?
Bn cn tht s trung thc vi bn thn. Thu nhn nhng phn
hi t ngi khc - nhng ai vn cha xem qua web ca bn
trc s cho bn mt kin trung thc (ch khng ch l cu
tr li lm bn vui lng).
Vit ra mt danh sch tt c nhng th m bn thy cn c
ci thin. Nu danh snh ny khng c g th nn xem li. (ti
vn tm ra c nhng phng thc ci thin hu ht cc trang
web ti to ra hoc nhn thy).
Hy t hi bn thn Ti nn ct bt nhng g hn l Ti nn
thm vo iu g na.
Thay i, hoc phn cng ai thay i gip mnh. ng pht
l bc ny, v kh nng l nu bn khng lm ngay by gi,
bn s chng bao gi lm c.
246
Chin lc marketing tt
Chng 14
Chin Lc Marketing Tt Gip Loi B Yu
Cu Bn Hng (24 B Mt Nng Cao Gip
Gia Tng T L Thu Ht Khch Hng)
Mc tiu ca Marketing l bit r v thu hiu khch hng nhm a ra

nhng sn phm hoc dch v ph hp vi h. Khi , t n s thc hin
nhim v bn hng.
Peter F.Drucker
247
Chin Lc Marketing Tt Gip Loi B Yu Cu Bn Hng (24

B Mt Nng Cao Gip Gia Tng T L Thu Ht Khch Hng)
Ch 5% ch doanh nghip trc tuyn thc s ln k hoch marketing
trc khi to ra sn phm ca h. Ti khuyn khch bn nn gia
nhp con s nh nhoi ny.
Khi bn thu hiu v p dng c nhng l thuyt tm l vo
marketing, bn s khng phi gng sc bn sn phm ca mnh.
Trn thc t, bn khng phi bn g c. y l s tht. Chin lc
marketing tt gip bn khng phi n lc cho hng. Ngay khi
mi ngi bc chn vo quy trnh bn hng ca bn, h mun
mua ri.
24 b mt thu ht khch hng nng cao

Nu bn c th kt hp v an xen 24 b quyt sau y vo chin
dch marketing ca mnh, bn s vt ln nhng i th khc.
Chng ta hy cng tm hiu v chng
1. Marketing Da Trn Danh Ting
y l khi ngi mua tm n nhng chuyn gia xin cc li

khuyn, gi v xut.
Mi khi chng ta mun mua mt th g , chng ta u tm n
s hng dn t nhng ngi chng ta xem trng v tin cy.
Trong chin lc marketing ca bn, bn c th t mnh vo
mt v tr y quyn lc nu bn c yu mn, tin tng v
kin ca bn c gi tr. Tng s khch hng tim nng m bn thu
ht c, v t l mua hng nh m gia tng ng k.
V tr ny c th d dng t c thng qua vic thng xuyn
vit blog, vit bo, pht hnh sch, t chc cc hi tho trc
248
Chin lc marketing tt gip loi b yu cu bn hng
tuyn, xut hin trn tivi v radio hoc thng xuyn pht hnh
cc chng trnh pht thanh trc tuyn (podcast) hoc video.
Bn cng c th da vo ting tm ca cc cng tc vin, cng
nh nhng nhn vt tn tui trong ngnh.
2. Xy dng cc mi quan h
Nu ngay t u bn gi khong cch vi mi ngi, khch

hng ca bn s c nghi ngi v lun trong th phng th. Bn
khng th no tc ng n ngi khc nu h khng qu mn
bn, hoc h cm thy khng th thu hp khong cch vi bn.
Mt khc, khi bn c nhng im chung vi khch hng, v to
nn s ha hp, h s nghe theo bn. Mt khi c c nim tin
ca khch hng, h s sn sng thay i quan im v th bn
ang bn hay ang qung b.
3. Chia s
Lc u, bn khng cn bn bt c mn hng no c. Khi bn

chia s vi mi ngi, bn ang mang n gi tr cho h. V
nhng thng tin ny s gip bn xy dng nim tin.
Khi bn chia s vi khch hng ca mnh nhng yu t cn c
trong mt sn phm no , v sn phm ca bn bao gm nhng
yu t tng t nh th no, h s bt u nghi ng i th cnh
tranh ca bn.
V bi v bn l ngi chia s thng tin cho h, ngay lp tc bn s
c nhn nhn nh mt chuyn gia.
Mt chin thut rt hiu qu khc l cnh bo mi ngi v
nhng nguy him hay nhc im cn xem xt khi quyt nh
mua mt sn phm hoc dch v no trong th trng ngch
ca bn.
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Khi bn cnh bo h v nhng vn tim n nh vy (bn

khng cn nu r tn), h s cho rng bn bit r mnh ang ni
iu g, v sn phm/dch v ca bn s khng tn ti nhng vn
.
Trn thc t, cui cng ny mi l mt trong nhng th thut
hiu qu nht bn c th thc thi. Ngi ta rt s mua hng lm.
Khi h ny sinh s nghi ng i vi cc i th ca bn, kh nng
bn bn c hng cho h s cao hn.
4. To ra mt tro lu
Con ngi chng ta lun c nhu cu c thuc v mt nhm

no , v c mt du n ring i vi nhng nhm khc. Chng
ta thch s kt ni gia cc thnh vin trong nhm.
Nu bn c th pht ng c mt tro lu ni nhng khch
hng ca mnh, bn s gy dng c mt v th ng n. Khi mt
ngi gia nhp mt nhm no (chng hn hi nhng ngi
s dng Mac), h s trung thnh v lun lun bnh vc cho
nhm , d cho n c mt s khim khuyt i chng na.
Nhng fan hm m ny s hot ng v bn v qung b thng
hiu cho bn. V d nh, nhng ngi dng Mac s ni tt v Mac
mi lc mi ni, vi bt k ai chu nghe h ni.
5. Tp trung vo mt th
Thnh cng ca Google l ch h to c nt ring so vi

Yahoo!. Mc d Yahoo! cng l mt c my tm kim, h cn
cung cp nhiu th khc nh bn tin, hp th v d bo thi tit.
Vi Google, h tp trung s ch vo mt tiu im duy nht.
Ch c mt hp thoi trn trang web, v bn ch c th lm mt
th i vi n: Tm kim thng tin. Tiu im ny r rng n
250
mc google tr thnh mt ng t vi ngha tm kim thng

tin trc tuyn.
Hy ghi nh iu ny khi bn pht trin trang bn hng, website
hay chin lc marketing ca mnh. Hy m bo thao tc bn
mun khch hng thc hin c hin th r rng v c th. Cng
nh lm cho mi tin trnh d dng thc hin theo.
Khi bn xy dng mt trang web, hy vit ra mt hnh ng bn
mun khch hng thc hin. C phi mc ch ca bn l mun
khch hng ng k thng tin, bm vo qung co ca bn hay
mua mt th g ? D cho mc ch l g i chng na, hy thit
k trang web ca mnh vi mt hnh ng t ra trong u.
Khi thit k bt k mu qung co no, d trc tuyn hay truyn
thng, hy chc chn bn hiu r mc tiu ca n, cng nh thao
tc bn mun ngi xem thc hin.
6. S c quyn
Mi ngi lun ham thch nhng tin nng ni b. Bo ch phn

ln da vo cc bn tin, cc cuc phng vn v nhng cu chuyn
c quyn bn chy.
Hy p dng chiu c quyn to u th bng cch gii hn s
lng, s thnh vin hoc s video c bn hoc tng min ph.
Nhng con s b gii hn s lm gia tng mc gi bn c th a
ra, cng nh gia tng gi tr mn hng i vi s t ngi mua
c n.
Ngay c trong marketing, bn c th dng th thut ging nh
cc t bo. Hy pht tn mt vi thng tin c quyn thu ht
nhng ngi t m mun tm hiu v n.
251
7. S c th
Khi bn c th to nn nhng im c trng v c th - nht l

trong nhng ti liu cung cp thng tin, bi qung co v tiu ,
bn s c c th mnh ca mnh.
Bn cng c th bao nhiu, t trong tim thc ngi xem s cng
tin tng by nhiu. V bn cng c tin tng bao nhiu,
doanh thu s cng tng by nhiu.
Hy ngh xem. Cu ni no mang li s tin cy cao hn: Sn phm
mang li cho anh ta trn 10.000 -la trong 2 thng, hay mang
li ng 12.323,79 -la trong 64 ngy?
8. S nht qun
Rt nhiu ngi khng duy tr c s nht qun xuyn sut

nhng thng ip v hnh thc marketing ca mnh - iu ny
khin h c v km chuyn nghip.
Nhng ha, b cc, thng ip ca trang web v sn phm ca
bn phi th hin c s nht qun, cng nh u vo ca tng
khch hng v cc yu t xuyn sut quy trnh bn hng.
Mt kha cnh khc ca s ng b lin quan n nhn dng
thng hiu. Nu bn c th to nn mt c tnh ng nht
(identity) cho thng hiu v sn phm ca mnh, bn s to
c s trung thnh ni khch hng.
Mt khi khch hng ng v pha bn, h s lun gn b vi
bn. Ngi ta s phi thay i t tng v kin, bi h t s
kin nh v lng trung thnh vo sn phm ca bn ri.
9. Gy tranh ci (buc khch hng ca bn ng v mt bn)
Bn khng th chiu lng tt c mi ngi, v th, khng vic g

phi lm nh vy. Nu bn c to ra mt ln sng tranh ci i
252
vi sn phm, bn c th phn khc c khch hng ca mnh

(cng nh thu ht rt nhiu s ch ).
Bn cng c a ra tranh lun bao nhiu, th quan h cng
ng (PR) v kh nng xut hin min ph trc cng chng cng
nhiu by nhiu.
V vy, khi bn ni, lm hoc trnh by th g gy tranh ci, bn
buc mi ngi phi chia phe. Nhng ai tm c s chia s
ni nhng iu bn ni s ng v pha bn, v rt c th s mua
hng t bn.
Nhng ngi cm thy kh chu v tc gin vi bn s khng
mua, v nh vy bn loi b c nhng ngi khng nm
trong th trng mc tiu ca mnh ngay t bc u tin.
10. Phn hi cc kin chng i
Mt ngi bn hng c li th ln hn nhiu so vi mt ngi

vit qung co hay chuyn vin marketing. Anh ta c th phn hi
li cc kin chng i nu n xy ra.
Nu bn c th lng trc nhng phn i tim nca khch
hng, v gii quyt chng ngay t trc, bn s bn c nhiu
hng hn.
Rt nhiu kin xoay quanh s nghi ngi hay lo lng v cht lng
sn phm hay dch v ca bn, s khc l v gi c hay thi gian
giao hng.
Hy c gng d on cng nhiu cng tt nhng nguyn nhn
ngi ta khng chn mua sn phm, sau gii quyt tng mi
nghi ngi mt.
Sn phm ca bn khng hon ho. Hy thnh tht v iu .
Thay v pht l mt khuyt im, hy lm iu ngc li v
cp n vi khch hng (min rng khng phi l li qu nng).
253
Ngay t u, hy ch ra im khng hon ho, v sau li n

theo hng c li, hoc t ra ph nhn tm quan trng ca n.
Bng cch ny, nhng im khng hon ho s khng cn lm
khch hng bn tm na.
Bn s t tin hn khi tn dng nhng c tnh khc ca sn
phm, bi phn li ca n c ch ra. Khch hng s cm kch
s trung thc ca bn. H s thch cch bn ch ra li sn phm v
phn tch n di mt gc tch cc hn.
Cch lm ny cng s phng nga bt k thit hi no gy ra khi
cc i th cnh tranh vch r nhng khuyt im ni sn phm
ca bn. Bng cch th nhn trc, bn dp b bt c kh nng
tim n no c th b s dng chng li bn.
11. Chng minh gi tr
Bn cn phi chng minh cho khch hng thy rng sn phm

bn ang bn xng ng vi mc gi a ra.
lm c iu ny, bn cn cung cp nhng bng chng
chng t sn phm ca bn hot ng ng nh nhng g bn
qung co.
Khng nn thi phng s xut sc ca sn phm. Khch hng ca
bn thng minh v s nhn thu nhng pht ngn sai s tht
ca bn.
Nu mt sn phm hay dch v tn nhiu chi ph xy dng, ci
t hoc bo tr, c ni nh vy. Nu sn phm hoc dch v
gip khch hng tit kim thi gian hay tin bc, hy ch ra l bao
nhiu. Nu i th cnh tranh ang bn gi cao hn cho cng mt
sn phm tng t, hy cho khch hng bit iu . Nu bn
ang bn gi cao hn i th cnh tranh, hy gii thch ti sao.
254
Khi bn t ra trung thc khi ni v sn phm ca mnh, v cung

cp nhng gi tr ch thc, khch hng s vui v mua sn phm
ca bn.
12. Th thut tm l mnh m nht
ng bao gi ni di khng ng phi lm nh th!

Nhng bn c th n d mt iu g . Thng th n d s em
li hiu qu nhiu hn l ni thng.
Khi bn dng cch n d, bn ang khch hng t mnh a ra
cc gi nh.
V nhng kt lun m h a ra him khi gp phi s nghi ngi.
iu ny bi v h a ra nhng kt lun da trn nim tin c
nhn ca mnh.
ng nn nh gi thp sc mnh ca k thut ny. Hy p dng
n mt cch cn trng v trung thc.
13. Ch a ra 2 la chn ti cng mt thi im
iu ny l nhng ng s tht. Khi i mt vi nhiu hn 2 la

chn ti cng mt thi im, ngi ta thng cm thy kh khn.
S phn vn s khin tm tr h b xao ng, v h s khng a
ra quyt nh no c.
Do , bn ch nn a ra 2 la chn cho khch hng ti cng
mt thi im. Khi bn ct gim s la chn, ngay lp tc bn s
gia tng c s hng bn ra.
V nhng la chn bn a ra phi lun em li li th cho bn.
Hy hi khch hng l h mun thanh ton ton b chi ph ngay
lp tc, hay ln k hoch tr gp lu di (d cch no th h cng
vn phi mua).
255
iu ny c minh chng trong v d ca Joe Sugarman, khi ln

u tin Swatch tip cn v nh ng em ng h ca h vo th
trng M.
Joe ch chn bn kiu ng h en dnh cho nam, trong khi
Swatch li mun bn nhiu mu sc khc, dnh cho c nam ln
n. Th nn Joe thc hin mt cuc th nghim.
Khi ng ch cho hng loi ng h en, doanh thu em li cao
gp 6 ln so vi cho hng cng lc nhiu loi ng h khc nhau.
iu ny hon ton tri ngc vi nhng suy ngh thng thng,
rng ngi ta thch c chn la nhiu th.
14. Thi quen
Ty thuc vo loi hnh kinh doanh ca bn, hy xem liu

bn c ang phi i mt vi thi quen tiu dng ca khch hng
hay khng.
V d, ngi ta thng gn kt vi mt vi sn phm nht nh,
chng hn nh mt loi thuc l, nc ngt, hay Mac.
Coca-Cola b ra hng t -la ph khp cc bng qung co
trn th gii vi hnh nh nhng con ngi vui v, hnh phc.
iu ny tc ng ln tim thc ca chng ta, khin ta lin
tng gia vic ung Coca-Cola vi vic c mt khong thi
gian sng khoi.
Hy t hi xem sn phm ca bn c gp qu nhiu kh khn khi
cnh tranh vi nhng sn phm tn ti ri khng? Hay n s
d dng vt qua nhng sn phm kia?
Sc mnh ca nhng yu t cm xc ng sau thi quen ca mi
ngi s quyt nh mc kh d ca vic thay i thi quen y.
Nu sn phm ca bn c th mang li mt kt ni cm xc mnh
256
hn, bn s thay i c thi quen ca khch hng m i th

cnh tranh to nn.
15. Tnh nghin su tp
Bn c bao gi mua mt DVD ch v c tng km mt hp ng

cho c b su tp cha? V c bao gi bn mua thm 5 DVD na
ch ng cho y hp khng? (Hoc nhng th tng t nh
tp sch dn hnh hay b su tp th, mt series sch...)
Rt nhiu ngi ght cm gic khng hon chnh. Nu c th g
b thiu, n phi c b sung to nn s cn bng.
Thng thng, gi ca c b DVD mc hn gi ca DVD u
tin. V ngi bn a bit rng nhng ai tip tc mua y b
su tp s mun c chic hp ng hn nhng ai ch mun mua
mt a DVD.
Nu bn c th to ra vi hnh thc khng hon chnh, bn c th
kim c nhiu tin hn. Nhng chng trnh microcontinuity (tnh lin tc nh git) l mt v d tuyt vi ca iu
ny. y l mt chng trnh thnh vin ko di trong mt
khong thi gian nht nh.
Do rt nhiu ngi s rt khi chng trnh sau mt vi thng
u, bn ch nn to mt kha 4, 5 hay 6 thng. Nu di hn, h
s khng c thi gian hon thnh kha hc.
16. Nhng ch vit trn nt Mua ngay
Ti cp n vn ny ri, nhng ti s lp li mt ln na
v nhiu ngi vn cn nh gi thp kh nng ca th thut ny.
ng dng t Mua ngay trn nt Mua ngay. Khng ai mun
b cho bn c. V cng khng ai mun cm thy nh bn ang c
gng ly tin ca h.
257
Khi bn sn phm, tt hn nn dng t Bo m mn hng cho

ti hoc Bo m n t hng ca ti, hoc Bm vo y
truy cp ngay. Hy dng nhng t to c mi giao cm vi
khch hng, mang li cho h cm gic an ton hoc cm gic h s
c c mt th g nhanh chng.
i vi mu ng k thng tin, kim nghim cho thy cm t
Truy cp min ph ngay s tc ng tt hn t Gi.
Nhn chung mu xanh l mu tc ng cao nht khi dng cho nt
Mua ngay. Nhng khng phi trng hp no cng vy. Hy thc
hin cc th nghim xem mu no hot ng tt nht cho bn.
i vi nt Khng, hy p dng n tm l ngc. Hy nh
vo tm l ca khch hng v ni vi h trn nt Khng l h s
mt mt c hi no .
V d nh, Cm n, ti khng mun kim nhiu tin hn, hoc
Khng, cm n, ti mun b l c hi ny. Hy to cm gic
khng thoi mi khi khch hng nhp vo nt ny.
ng giu nt Khng i. iu ny ch lm khch hng bc
mnh. Hy n r rng v ni bt. Mu c l tt hn mu
xm. Hy t mnh th nghim.
17. Font ch
Nhng font ch c nt vin nh chn nh Times New Roman

s em li hiu qu tt trong cc mu qung co c in ra.
Nhng k t ny c vin chn nh, to nn mt ng v hnh
di cu vn gip ngi c d lt mt v c nhanh hn.
Nhng font ch hu hiu trong cc phng tin truyn thng
c in ra khng phi lc no cng em li hiu qu tng t trn
mng. ng b li cun bi nhng font ch l mt v c o.
258
Kim nghim cho thy nhng font ch khng c vin chn (nh
Arial v Verdana) dng cho hot ng online hiu qu nht. iu
ny bi v c Arial v Verdana u l nhng font ch d c v
c s dng rng ri, v vy mi ngi quen thuc vi n.
Khi bn s dng mt trong hai font ch ny, bn s t ng ginh
c s tin tng.
18. Mu sc
Trnh s dng ch trng trn nn en v n hn ch kh nng

c. V trnh s dng mu chi, sc s trn tiu . Khi bn
dng mu gch d chu hn, t l thu ht khch hng ca
bn c th tng ln 50% (ch bng cch thay i mu m
bn s dng).
Vi ton b bi qung co, hy s dng ch en trn nn trng.
iu ny bi v mi ngi cn s tng phn ti a khi c.
Phng nn v mu ch cng tng phn th nhng t ng cng
d c.
Khi la chn mu sc cho trang web ca mnh, bn phi lm cho
nhng khch hng mc tiu cm thy tht thoi mi, v mu sc
phi to nn tin cy cho website ca bn.
19. Thn trng vi nhng ngi thit k web
Cng vic ca ngi thit k web l xy dng trang web ca bn

tt nht c th.
Cn nhim v ca bn l hng dn v cho h bit nhng yu t
no lm cho mt trang web tr nn d c. Trang web cng d
c bao nhiu, t l thu ht khch hng cng cao by nhiu.
Hy nh rng, tnh tin li ng vai tr rt quan trng. Cc thit
k phi h tr cho iu ny, ch khng c h thp n.
259
20. Kch c trang c Google xut
Ngi thit k web ca bn s mun ti a ha khng gian trn

mn hnh. Nhng tht khng tin cht no nu phi c mt bi
vit qu rng. Mt mn hnh kch c 1080 pixel l qu ln cho
vic c ri.
Google kim nghim nhiu ln v xut rng ti u l 770
pixel. rng ny cng va vi cc mn hnh kiu c.
Ngy nay, nhiu ngi s dng cc on phim trn trang bn
hng ca mnh. V rng 770 pixel khng phi lc no cng
hu dng nu bn c hp ng k thng tin bn l. Tuy nhin,
hy m bo rng bt k cu vn n l no trong trang ca bn
cng khng vt qu rng ny.
(y cng l mt l do ti sao bo ch thng dng cc ct vn
bn hp. iu ny gip cho vic c tr nn d dng hn).
21. B cc ca trang (Page flow)
Bt k ni dung bi vit trn website ca bn hay n mc no, s

khng c tc dng g nu khng ai c n c. Do , trang ca
bn phi d tip cn v thu ht.
Vic c mt trang dy c ch s mang n cm gic b qu ti.
V khng ai mun c n nu iu ging nh mt vic nng
nhc. H thm ch cn khng bun ng ti v s nhanh chng
ng trang web ca bn li.
Hy s dng tiu , ph , gch u dng, hnh nh, mi tn v
nhng li trch dn t khch hng chia nh trang ra cho d
nhn. Nhng yu t ny s nn nh nhng dn dt ngi xem t
ni ny n ni khc.
260
22. Hon ho tng pixel
S hon ho trong tng pixel l mt khi nim kh gii thch,

nhng ti s c gng
Khi bn nhn vo mt trang web, mi nhn t phi uc sp
xp hi ha v cn i. y l mt yu t tc ng n tim
thc, v nu bn p dng ng, chc chn bn s kim c
nhiu tin hn.
i khi ngi xem c th cm thy khng ph hp, d khng bit
ti sao mnh cm thy nh vy. C th l do hp ng k thng
tin ca bn cao hn tiu cnh 2 pixels.
Gideon Shalwick tn dng ti u s hon ho tng pixel trn
trang web ca anh y www.dlwmmm.com/gideon. Tt c cc sn
phm ca Gideo (k c nhng bn tin min ph) u duy tr s
chnh xc n tng pixel. Mi th rt r rng, gn gng v ngay
hng thng li.
Ngay lp tc bn c c s hon ho, v nhn c s tin tng.
Trang web ca Gideon ni bt cng v s hon ho ny. Hy gh
trang ca anh y v hc hi nhng g Gideon lm. Sau c
gng lm tng t.
Bn l ngi s hu doanh nghip, v cho d bn thu ai thit
k web, nhim v ca bn l phi hng dn h bn mun trang
web ca mnh trng nh th no.
Nhng g c v hon ho khi xem bng trnh duyt ny c th s
rt khc trnh duyt kia. Vic ny i khi khng th trnh khi,
nhng hy m bo s khc bit ny khng qu ln. Nhng ngi
gii v m (web) c th gii quyt c vn ny.
261
Nu bn c gng ht sc hon ho tng pixel, bn s nhn

c phn thng l s gia tng ca t l thu ht khch hng.
23. Lm ni bt vi mu vng (Yellow Highlight)
Rt nhiu chuyn vin Internet Marketing s dng mu vng sng

lm ni bt cc on vit. (Ging nh ai dng mt cy vit
highlight mu vng trong mt ti liu vn bn).
Khi s dng mc va phi, highlight mu vng em li mt
hiu qu nht nh. im mu cht l s iu tit, v dng nhiu
qu s ging nh bn ang cng iu vy.
24. Kim nghim
Hy s dng kim tra phn tch nhn bit nhng yu t no c

hiu qu, v sau ci tin chng.
Lp mt ti khon email ring v ng k nhn tin t tt c cc
chuyn vin Internet Marketing m bn bit. Hy nghin cu
chng. Ngi ta ang vit v th g? H s dng nhng k thut
g? Hy th xem bn c th pht hin c nhng b quyt ca h
khng?
Vic b thi gian phn tch, th nghim mi b quyt
marketing v p dng n vo tnh hung ca bn l hon ton
xng ng.
Vic kim tra phn tch s gip cng vic kinh doanh ca bn t
mc bnh thng tr nn ni tri (hoc thm ch ngn chn s
ph sn).
ng li bing i vi vic ny.
C rt nhiu h thng kim tra phn tch ngoi kia. Hy s dng
chng.
262
Cc bc hnh ng
Dnh thi gian xem li bi qung co ca bn ln na.
Kim tra qua cc ti liu marketing ca bn v phi hp cc
chin thut trong chng ny.
Mi ln bn thc hin vic ny, bn s tng bc thu v kt
qu tt hn. S hon ho n t qu trnh ti luyn, ch him
khi t c ngay t ban u.
Xem xt k hoch marketing tng th v chin lc marketing
ca bn. Nu khng c, hy to lp ngay by gi.
p dng nhng tng trong chng ny v c chin lc
marketing online v truyn thng. Suy ngh v bt k mu
qung co no c th hin ra sao, v phi hp chng vi
nhau nh th no.
Vit ra lch trnh nhng th s xy n v khi no i vi
nhng n lc marketing ca bn. V d nh bao gm nhng
chng trnh qung co no, trang web, khuyn mi, vit th
cho cc cng tc vin, v sn phm s c pht hnh.
Ti xut bn nn dng lch (calendar) ca Google, v bn c
th d dng chia s vi nhng thnh vin khc trong nhm.
www.dlwmmm.com/calendar
Chng trnh ny cng cha c hon ho lmNhng iu
quan trng l bn nn bt u t ni no , v bn c th ci
thin mi khi c tng mi.
Mi th nn hot ng cng nhau nh mt tng th. Bt k
iu g tch bit cng khng th hot ng hiu qu nh khi l
mt phn ca k hoch tng th ln hn.
263
Chng 15
Lu Lng Truy Cp: Nhn T Quyt nh
S Thnh Bi Ca Kinh Doanh Trc Tuyn
Khch hng l v khch quan trng nht gh thm c ngi ca chng ta. H
khng ph thuc vo chng ta m chng ta ph thuc vo h. H khng phi l
ngi ngoi m l mt phn trong cng vic kinh doanh. Chng ta khng ban
n khi phc v h, m h ang ban n khi cho chng ta c hi lm iu .
Mahatma Gandhi
264
Lu lng truy cp: Nhn t quyt nh s thnh bi
Lu Lng Truy Cp: Nhn T Quyt nh S Thnh Bi

Ca Kinh Doanh Trc Tuyn
ng nh vy!
Mi doanh nghip u cn lu lng truy cp tn ti.
Lng truy cp n gin ch l nhng con ngi, nu khng c h
gh thm trang web, s khng c ai mua sn phm ca bn.
Ngay lc ny, rt nhiu ngi ang tm kim trn mng chnh xc
sn phm m bn ang cung cp. Mt khi bn xut hin trc nhng
ngi ny, h s c c hi mua sn phm hay dch v ca bn.
Ngay c khi trang web ca bn c ti u ha nhiu nht c th, v
sn phm ca bn thuc loi tt nht th gii, bn vn cn lu lng
truy cp.
Nu bn ging nh nhiu ch doanh nghip khc, c kh nng bn
cng c tnh kin nhn. S thc l, nhiu ngun khch hng cn phi
c thi gian xy dng. V bn phi gn b vi mt chin lc lu
di mi gt hi c kt qu.
Nhng ng tic l nhiu ngi d nn ch. H ngh chin lc thu
ht lng truy cp ang dng khng mang li hiu qu, v i sang
th ci khc.
Kin nhn v bn b l cha kha mang li phn thng di hn l
ngun lu lng truy cp bn vng. Khng c cch no nhanh c,
nn bn ng tn cng tm kim.
C mt s chin lc d p dng v c th thu ht lng truy cp
mt cch nhanh chng, nhng chng him khi ko di (chng hn
chin dch qung co thng qua cng tc vin).
265
Qu tht, c hng trm cch thu ht lu lng truy cp vo trang

web ca bn. Chng ta s kho st nhng chin lc c chng
minh l hiu qu sau y, nhim v ca bn l hy p dng chng.
Lng truy cp khng i i vi doanh thu

Mt s ngi ngh rng cng c nhiu lng truy cp, h cng kim
c nhiu tin. y l mt suy ngh sai lm.
Vn khng phi l bn c bao nhiu lng truy cp m l lng
truy cp ca bn tt nh th no. Khi lng truy cp ca bn c
sng lc trc, iu ny c ngha l h thch th vi sn phm ca
bn ri.
Cht lng ca lng truy cp l nhn t quan trng nht d
bn quyt nh s dng phng php tnh ph hay min ph i
chng na.
Lu lng truy cp min ph hay tnh ph? ngun no tt nht?

Khi bn s dng dch v ca c hai dng cung cp lu lng truy cp
min ph v tnh ph, bn s tn dng c th mnh ca c hai.
Thng th khi mi bt u (vi ngun lc hn ch), chin lc to
lu lng min ph l la chn tt nht. Mt khi trang web to ra
tin, bn c th u t li vo phng php tnh ph.
Hin nhin l lu lng min ph lun tuyt vi v n khng lm bn
tn ng no c. (Bn lun c th tr tin to ra lu lng min
ph nh dch v SEO, cc bi bo hoc dch v nh du trang).
Khng may l, lu lng min ph khin bn tn nhiu thi gian hn
lu lng tr tin, v kh nhm vo i tng mc tiu hn.
266
Lu lng tr tin c th cho bn kt qu nhanh hn (nu khng

mun ni l ngay lp tc) so vi lu lng min ph. Nu s dng
ng cch, bn c th tip cn chnh xc i tng khch hng tim
nng ang hng n.
iu quan trng nht l bn phi m bo rng ch s ROI > 0 (ROI
= return on investment: li nhun trn u t). iu ny lun lun
ng cho d l s u t v thi gian hay tin bc.
Nn i chic m no? en, xm hay trng?

Nu bn mun vic kinh doanh ca mnh lun t c li nhun
lu di, ti khng khuyn khch bn chn loi thu nhp nhanh
nhng tht thng.
Tt nht hy xy dng doanh nghip ca bn thu ht c nhng
khon li nhun chc chn v c kh nng tng trng.
1. M en (Black Hat)
Thc hin k thut m en to ra lu lng truy cp bao

gm nhng vic tri vi nguyn tc, v thng vi phm nhng
iu khon dch v ca Google hoc cc nh cung cp lu
lng khc.
Khi bn c gian ln b my tm kim, bn c th s b pht
hin. Nu b bt qu tang, c kh nng ton b trang web ca bn
s b loi ra khi ch mc (v khng th tm thy trn Google).
2. M xm (Grey Hat)
Cc hot ng m xm ri vo gia cc thng l m en v

m trng.
Thnh thong kh m xc nh mt k thut l m en hay m
trng. Nu bn khng t ho khi ni vi ai v mt chin lc c
267
th, nhng n khng tri lut hoc chng li cc iu khon dch

v, th n l mt hnh vi m xm.
Th thut m xm lm nhim mi trng internet. V d, ng
ti 5 video ging ht nhau (ch i ta ) n mi danh mc
chia s video, l mt v d v hnh vi m xm.
Bn khng thc s mang n gi tr cho nhng tri nghim ca
khch hng. Ni mt cch tng qut, tt nht nn trnh loi th
thut ny, c nhiu cch tt hn bn u t cng sc vo.
3. M trng (White Hat)
Th thut tt nht m bn nn thc hin l m trng. N c

cc c my tm kim chp nhn v dnh nhiu thin cm. ng
thi, bn s an tm hn.
Khng c l do g bn phi spam c.
Khi bn cung cp nhng ni dung hay v dng cch chnh trc
to ra lu lng, bn s c tng thng. Hy ch p dng
nhng g c chng minh l hiu qu, v bn s thu c cc
khon li nhun lu di.
5 k thut to lu lng nn trnh

C qu nhiu k la bp trn Internet qu quyt s mang n cho
bn lu lng truy cp ngay lp tc. Hy cn thn! Sau y l 5 th
thut ph bin thng gp:
1. m bo mt s lng ngi xem nht nh
iu ny hon ton l la phnh. C th, cc dch v ny s t

trang web ca bn nh mt ca s qung co vi kch thc 0x0
trn mt trang web khiu dm.
268
Th c gi l chin lc to ra lu lng truy cp ny hon ton

v dng v tht ra khng c ai nhn thy trang web ca bn c.
2. Danh sch hp tc ng k (Co-Reg List)
Danh sch hp tc ng k l khi bn ng k thng tin trn

mt trang web no , th t ng thng tin ca bn s c ng
k vo mt danh sch khc.
Hu ht mi ngi khng bit rng thng tin ca mnh b nh
vy. Do khi h nhn email t danh sch kia, h s cho l th
rc. Tht khng cng bng khi spam mi ngi, v vy ng nn
tn tin tham gia vo nhng danh sch hp tc ng k ny.
Ai s quan tm bn c bao nhiu ngi trong danh sch khi hu
ht h u bc mnh v xa i nhng email bn gi? iu quan
trng l cht lng danh sch ca bn.
3. t cc ng dn qua li
mt thi vic c nhiu ng dn n trang web s gip bn

xp hng cao trong cc b my tm kim. Nhng iu ny khng
cn ng na.
Google nhn bit cht lng ca cc ng dn (chng n t
u) v ch xem trng nhng ng dn mt chiu ti trang web
ca bn hn.
Trao i ng dn vi nhng trang web khc c th mang n hi
nhiu hn li, c bit nu bn t ng dn ti mt trang web b
cm. Uy tn ca bn i vi Google s c nguy c b gim xung.
4. Mua cc danh sch email
Thm ch ng ngh n vic . Bn s ch ph tin nu quyt

nh mua mt danh sch email. Nu bn mua v gi email ti
269
nhng a ch trong danh sch , bn ang tham gia mt hnh vi

phm php v c kh nng b kin.
Nhng a ch email trong danh sch m bn c th mua thng
c, gi hoc s khng phn hi li.
Chng c to ra bi cc phn mm t ng tm kim v thu
thp cc a ch email m ch nhn khng h bit a ch email
ca mnh b bn cho nhng k spam.
Cho d h tng t nguyn cung cp a ch email ca mnh
mt ni no khc, th h cng s khng hp tc vi bn.V vy,
mc d l hp l, h vn xem bn nh mt k spam v nhng
ngi trong danh sch ny him khi mua hng.
5. Trnh 95% cc dch v SEO (Search Engine Optimization
- Ti u ha b my tm kim)
C rt nhiu dch v SEO ngoi kia ang c gng lin lc vi bn.

Hu ht ton l nhm nh. ng s dng mt dch v SEO no
tr khi h c uy tn cao, v bn phi sn sng chi tin cho h.
Nhng g hiu qu khng bao gi r. Cn nhng cng ty khc s
ch lm bn ph tin m thi.
Cch to ra mt chng trnh cng tc vin hiu qu

n by gi bn bit cch to ra sn phm ca ring mnh. Hu
nh mi sn phm u c th t c li ch t nhng chng trnh
cng tc vin ring ca n.
Phn ln cc doanh nghip thnh cng l nh nhng ngi khc
qung b sn phm cho h.
Cc cng tc vin to ra lng truy cp hng hoa hng. Do
bn ang tn dng s lm vic chm ch ca h.
270
Hy xem cng tc vin l i ng bn hng ly hoa hng lm vic

cho bn 24/7.
3 ch li ca chng trnh cng tc vin

C rt nhiu li th khi bn s hu mt chng trnh cng tc vin
ring. y l 3 trong s nhng im quan trng nht:
1. Tng lu lng truy cp trong thi gian ngn
Mi cng tc vin u c danh sch ring ca h. Ch cn gi mt

email, h c th hng hng ngn khch gh thm trang web ca
bn gn nh ngay lp tc.
2. Tn dng uy tn ca cng tc vin
Mi cng tc vin qung co cho bn, u lm vic lu di v

vt v thit lp mi quan h vi danh sch ca h. V vy khi
sn phm ca bn c cp, nhiu ngi s vui v nghe theo s
gii thiu ny.
3. Nhm n nhng khch hng mc tiu
Cc cng tc vin thng c chung th trng ngch vi bn.

iu ny c ngha l ngun lu lng truy cp h gi n cng s
cng trong th trng ngch.
Lng truy cp mc tiu ny d b thuyt phc, v do n t mt
cng tc vin, bn ch phi tr tin nu ai mua hng, v vy hn
ch ri ro cho c hai bn.
3 loi h thng cng tc vin

Bn c mt vi la chn v h thng to v lu tr chng trnh
cng tc vin ca mnh.
271
1. T Lu Tr (Self-Hosted)
y l mt chng trnh cng tc vin m bn lu tr trn my

ch
ring
ca
mnh.
Post
Affiliate
Pro
(www.dlwmmm.com/postaffiliatepro) c mt m lnh (script)
tuyt vi. Tuy nhin, nu khng c kin thc lp trnh, bn kh c
th ci t v tch hp vi trang web ca mnh.
ng thi, n cng i hi nhiu th nghim v c nhiu vn
tim n v ci t v tch hp.
Mt vn khc vi dch v t lu tr l, cc khon hon tin
thng cn phi kim tra th cng v chng khng th c x l
t ng, hoc x l khng chnh xc.
Ngoi ra, bn c th cn phi cp nht cc m lnh. Nhng tnh
nng mi v khc phc li sai l mt phn tt yu ca vic pht
trin phn mm. Nu bn ang lu tr m lnh trn my ch ca
mnh, bn cn m bo l n lun c cp nht.
2. H thng marketplace
Marketplace l ni tp hp tt c cc chng trnh cng tc vin

c ng bi nhng ngi s hu sn phm hoc bt k ai c
nhu cu.
y l mt loi hnh ph bin ca h thng cng tc vin. Bn c
th dng nhng trang web ny to ra chng trnh cng tc
vin ring v sau gi n n marketplace ca h.
BmBank, CJ.com v FusionHQ l v d ca nhng loi hnh ny.
Rt nhiu cng tc vin tch cc tm n nhng ni ny tm sn
phm qung b.
Bn khng cn phi lu tr hay cp nht g c, tt c mi th v k
thut c lm cho bn. Loi hnh ny thng n nh v ng
tin cy hn l gii php t lu tr.
272
3. Phn mm ca bn th ba
ShoppingCart v FusionHQ l nhng v d ca nhng h thng

cng tc vin c lu tr trong mt h thng ca bn th 3.
Cch d dng v nhanh nht to ra mt trang web v chng trnh
cng tc vin l thng qua FusionHQ. Bn khng cn bt k kin thc
HTML hay m no c. Ch cn xy dng quy trnh bn hng v kch
hot chng trnh cng tc vin cho sn phm ca mnh.
Khng cn phi tch hp hay ci t m, ngoi ra FusionHQ cn
c mt li th na l c marketplace.
Mt tng hay hai tng?

Mc d c rt nhiu chng trnh cng tc vin c nhiu hn hai
tng, nhng ti khng khuyn khch bn s dng chng.
Nu c hn 2 tng, bn s gp nhiu vn v mt php l, do lut
v Pyramid Scheme (h thng kim t thp) v MLM (kinh doanh a
cp) phc tp.
1. Chng trnh cng tc vin mt tng
y l loi hnh ph bin nht ca chng trnh cng tc vin cng tc vin ca bn phi to ra doanh thu nhn hoa hng.
2. Chng trnh cng tc vin hai tng
y l loi hnh m cng tc vin ca bn hng hoa hng trn

mi doanh s h to ra.
ng thi, h cng c th khuyn khch nhng cng tc vin
khc ng k pha di mnh v hng mt phn nh hoa hng t
doanh s ca nhng ngi ny.
Hy xc nh xem cng tc vin ca bn c mun tm thm cng
tc vin khc cho bn hay khng. Trong mt s th trng ngch
273
th h s lm nh vy, do h thng 2 tng c th hp l. Vi

mt s phn mm, bn c th ci t chng trnh ny v ch
dnh cho nhng cng tc vin c bit, t cho php bn to
ra mt chng trnh hn hp.
4 b quyt pht trin nhanh chng chng trnh cng tc vin

Khi thit lp xong chng trnh cng tc vin, bn cn phi m
bo hp dn cho n. Ch cn nhn xa hn mt cht, chng trnh
cng tc vin ca bn c th c ti u ha cho s thnh cng.
1. a ra mc hoa hng rng ri
y khng phi l lc keo kit. Mc hoa hng bn a ra cng

cao th h cng sn lng qung co cho bn.
Nu bn chi tr bao gm c hoa hng nh k, hy chc chn l
cc cng tc vin bit c iu ny.
Trong th gii Internet marketing, 50% thng l tiu chun
c chp nhn. Cha k n sn phm thng c tr ln ti
60-75% cho sn phm u vo.
2. Th hin t l thu ht khch hng cao
Cho d bn c tr mc hoa hng cao ngt ngng i chng na,

nu t l thu ht khch hng ca bn thp, s khng c cng tc
vin no mun qung b cho bn c.
Hy m bo sn phm ca bn c mt t l thu ht khch hng
cao, nh cc cng tc vin c th yn tm rng vic qung b
cho bn khng phi l v ch. (T l ny c th bit c qua cc
cuc th nghim.)
274
3. Cung cp nhng cng c tuyt vi
Hy to mi iu kin thun li nht cng tc vin qung b

sn phm cho bn. Vic cung cp nhng cng c hiu qu s
khuyn khch h lm vic.
Hy chp nhn s tht rng: nhiu cng tc vin li bing ch
mun sao chp y nguyn nhng cng c bn a cho h.
Bn cn phi m bo cng c ca mnh lm c 2 iu: d s
dng v hp dn cc khch hng tim nng ( dn dng lng
truy cp).
Nhng cng tc vin khc nhau c th dng nhng phng php
khc nhau to ra lng truy cp. Mt s s dng email, s khc
dng banner, mt s vit blog v sn phm ca bn, trong khi mt
s khc c th s dng mng truyn thng x hi.
Bn cng cung cp nhiu loi cng c tuyt vi bao nhiu, s cng
c nhiu cng tc vin mun qung co cho bn by nhiu, v h
s c nhiu cch to lng truy cp cho bn.
4. S hu mt trang JV (Join venture hp tc)
Mt trang JV thc cht l mt trang bn hng cho cc cng tc vin

khuyn khch h tham gia chng trnh cng tc vin ca bn.
Hy ch n ni dung qung co. Ti ngh bn hc theo
trang JV ny, bi n cung cp tt c nhng thng tin cn thit
nht: www.dlwmmm.com/fusionhqaffiliates.
Blog Uy Tn
Xy dng Danh Ting Ca Bn
C mt blog uy tn trong th trng ngch ca bn l mt chin
lc to lu lng truy cp di hn tuyt vi (nu thc hin ng
cch). Nhng bn cn phi n lc (hoc u t ti chnh).
275
thu hoch kt qu tt, bn phi ng bi ln blog u n, qua

thi gian, bn c th t c s tn nhim v c xem nh chuyn
gia trong th trng ngch ca mnh. (Google cng s xem trng
bn).
Nu bn mun c mt blog uy tn, nhng khng thch hoc khng
th vit thng xuyn, bn c th thu ngi vit h. Vic tm c
mt ngi vit cht lng tt l mt th thch, nhng hon ton c
th v ng lm (nu bn ging ti v ght vit thng xuyn).
3 b quyt n gin cho mt blog uy tn

1. To dng v duy tr cc mi quan h
Ngi ta thch mua hng t nhng ngi h quen bit, yu thch

v tin tng.
Bn c th t c iu ny bng cch tm xem ngi c ang
hng th vi vn g v sau vit bi nhm vo quan im v
s thch ca h.
2. Cung cp ni dung gi tr
Tin hnh mt s nghin cu khm ph nhng vn ph

bin m c gi thng gp. Nu bn c th mang n cho h b
quyt no gip loi b s nn ch, bn tng thm gi tr vo
cuc sng ca h.
3. Dng t kha trong cc bi ng ca bn
Khi bit ngi ta ang tm t kha no trong th trng ngch ca

mnh, bn c th thu ht nhiu c gi hn. Hy gh thm cng
c t kha ca Google: www.dlwmmm.com/keyword tm t
kha trong th trng ngch ca bn.
276
To ra cc bi ng xung quanh t kha di v c t cnh tranh

(nhng t kha c t 500-3.000 lt tm kim mi thng s d
dng xp hng).
Mt khi bn xc nh c t kha tt, hy s dng chng tht
t nhin xuyn sut bi ng ca bn. Nu bn cp n t
kha mt cch dy c, bn d b xem l gi to.
Blog ph bnh:
Lm sao hng lng truy cp nhanh v kim tin d dng t Google
Lng truy cp bn c c t cc blog ph bnh khng bn vng,
nhng c th l mt chin dch ngn hn tuyt vi. Bn c th nhm
vo nhng t kha di v tn hng lng truy cp tng ln t cc b
my tm kim.
Nhng blog ph bnh thng ci t nhanh chng, c bit nu bn
ang dng WordPress. Chng c th l nhng cch tuyt vi
kim tin nh mt cng tc vin.
Ti ngh bn nn dnh ring tng blog cho mi sn phm, hoc
nhm cc sn phm c lin quan li vi nhau.
V d, sn phm X ang trn th trng, hy ci t mt trang
WordPress v gi n l www.dlwmmm.com/productx. y, bn s
ng cc kin, bnh lun v cc xut (xem thm thng tin bn
di) v sau t ng dn cng tc vin vi sn phm X.
Bt k ai c bi ph bnh ca bn sau c th la chn bm vo
ng dn cng tc vin hay khng. Nu c, ch sn phm X kim
c tin v bn cng vy.
Nu bn ang hot ng trn nhng mng x hi nh Facebook v
Twitter, bn c th lin kt ti cc bi ph bnh mi nht bng cch
277
cp nht trng thi ca bn. Bng cch ny, bn c th dn dt

nhng ai thch sn phm ti bi ng ca bn.
4 b quyt nhanh chng cho blog ph bnh

1. kin ca bn c cht lng khng?
vit c mt bi ph bnh su i vi mt sn phm, bn

phi hiu hiu r th trng ngch. Nn tng kin thc ca bn s
cho bn thm quyn ph bnh sn phm. Bn s b xem l gian
ln nu khng bit g v sn phm hoc th trng ngch bn
ang ni ti.
2. Vit mt bi ph bnh chi tit
Mc ch ca bi ph bnh l gip c gi quyt nh c nn mua

sn phm bn ang ph bnh hay khng. Hy ni v im khc
nhau gia sn phm v nhng sn phm tng t. S dng
hnh nh, cc v d v video khin sn phm gn gi vi ngi
c hn.
Bn nn th hin s chi tit v thng tho. c gi s rt tht
vng nu h ch tm thy nhng thng tin t i v khng thc s
gi tr. Khi , h s c nhng bi ph bnh khc, v bn s mt
tin hoa hng v tay ngi khc.
3. Trung thc
Bi ng ca bn phi trung thc v trnh by mi kha cnh.

Ni v ci hay, ci d v ci xu. S khng cng bng cho c gi
khi bn b i nhng thng tin quan trng. Hy trnh by trung
thc m khng th l hay thnh kin thi qu.
c gi ca bn mun bit sn phm ph hp vi ai nht. V vic
ca bn l cho h bit.
278
4. Mua u
Nu sau khi c bi ph bnh ca bn, c gi quyt nh sn

phm l dnh cho h, h s mun bit ni mua n. Hy t
ng dn cng tc vin r rng trn trang web ph bnh ca bn
nhng ai mun mua n ngay lp tc c th mua c.
Vit blog khch mi: V sao phi b cng vit blog cho ngi khc?
Khi bn chia s cng th trng ngch vi nhng blogger c tm nh
hng khc, v vit trn blog ca h vi t cch mt v khch, bn c
th tip cn c gi ca h. y l mt chin lc to lng truy cp
tuyt vi, m bn khng phi tn ng no c.
Khi thc hin ng cch, bn c th nh v mnh nh mt chuyn
gia v dn dt lng truy cp v trang web ca bn. Tt nhin, nhng
blog c nh hng cng c nhiu c gi th bn cng tip cn
c nhiu ngi.
Mt khi xy dng c mi quan h vi nhng blogger khc, bn
v h c nhiu c hi qung co sn phm ca nhau sau ny.
Nu bn khng c xem nh mt chuyn gia trong th trng
ngch ca mnh, bn s phi bt u quy m nh. Nim tin l th
phi tm kim, ch khng th i hi. Hy bt u vi nhng blog
nh trong th trng ngch ca bn, ri sau ti ci ln hn.
Mi tun bn nn t mc tiu vit t nht mt bi ng khch mi
cht lng.
3 ni tm kim blog khch mi vit

Nu bn khng c sn mi quan h vi nhng blogger khc trong
th trng ngch ca mnh, hy s dng nhng b quyt sau bt
u
279
1. Google
Vo Google v g th trng ngch ca bn vo thanh tm kim

vi t blog pha sau. Gi s th trng ngch ca bn l nu mn
n th bn s g nu mn n blog vo Google.
Bn cng c th gh thm cng c tm kim blog ca Google ti
www.dlwmmm.com/bsearch v g th trng ngch vo. Ti y
bn s tm thy rt nhiu blog.
2. Delicious
nhanh chng gip bn tm blog trong th trng ngch ca

mnh, hy lm theo cng thc n gin sau. Nu th trng ngch
ca bn l golf th bn s g: http://delicious.com/tag/blog+golf.
Lc nhng trang blog v golf c nh du v tag s hin ra.
(v nu th trng ngch ca bn l nu mn n th bn s g
vo: http://delicious.com/tag/blog+italiancooking).
3. Technorati
www.dlwmmm.com/tec l mt trong nhng b my tm kim

blog tt nht, ni bn c th tm nhng th (tag) m mi ngi
dng m t nhng blog khc nhau.
3 b quyt trc khi bn lin lc vi mt blogger

S khng hay ho g khi xut hin t ngt v trng i cc blogger
ng ngay lp tc cho bn vit vi t cch khch mi.
y l nhng iu bn cn lm trc tin
1. Thit lp uy tn ca bn
Hy t ra bn c th tin tng c. Nu bn tng vit trn cc

blog khc vi t cch khch mi ri, hy cp n cc bi ng
v a ra ng dn h tham kho.
280
Nu bn cha tng vit cho cc blog khc trc , bn phi

chng minh gi tr ca mnh. a h ng dn ti cc bi ng
ca chnh bn h c th nhn thy phong cch vit v hiu
thm v kin thc ca bn.
2. Chng minh bn l mt ngi hm m h
Hy tm hiu tht k v blogger m bn mun vit cho: ng k

nhn tin t blog ca h bit h vit g v nhng am m c
nhn ca h l g. Bnh lun nhng bi ng ca h nh mt c
gi trc. Cho h thy l bn c mt gc nhn thng minh mun
chia s.
Sau , khi bn lin lc vi h, h s cm kch vic bn bit mt
cht v h. H c th nhn ra bn t nhng bnh lun ca bn.
3. Chng t gi tr ca bn
Hy bt tay vo vit mt bi ng mu cho h. Th hin cho h

thy ni dung bn cung cp c gi tr v mang li li ch cho c
gi ca h.
Khi bn ch ng, h s tn trng hnh ng ca bn. Khng
phi tt c blogger u chp nhn ni dung ca bn, nhng nu
bn nghin cu v khng lp li nhng g h vit trn blog
trc y, bn s c c hi tt.
Lm th no vit bi blog khch mi: 5 b quyt hu ch

Sau khi bi ng khch mi ca bn c chp nhn, bn cn m bo
khng vut mt c hi ny bng cch lm theo 5 b quyt sau
1. a ra cc thng tin gi tr
ng ngi a ra nhng b quyt tht s tuyt vi. Bit u nh

vy, ngi bn ang vit blog cho s t mt ng dn n trang
281
web ca bn. Hy cung cp nhng thng tin su sc, c o v

gi tr m mi ngi c th thc hnh ngay lp tc.
2. Tiu hp dn
Tiu ca bn phi thu ht c s ch , mnh m v li cun

v mt cm xc. S khng ai c bi ng ca bn nu tiu
bun t. Bn phi cho c gi l do c. Ha hn v li ch
thng l mt cch mnh m li cun h v mt cm xc.
3. Cch trnh by v phong cch nht qun
Khi cch trnh by bi ng khch mi ca bn ph hp vi cch

trnh by ca blogger khc th bn s gi c s nht qun. S
dng nhng kiu ch, kch thc v nhng ha gy long khc
s ch lm cho c gi b ri.
4. Khng qung b
Mc ch ca mt bi ng khch mi khng phi khoe

khoang v bn thn bn. ng qung co blog ca bn hay khen
ngi sn phm ca bn hoc ai . Tuyt i khng c
ng dn cng tc vin trong bi ng ca bn.
5. Vit bng nh dng HTML
Hy to iu kin ngi m bn ang vit gip s dng bi vit

ca bn. Gi bi ca bn bng mt file text HTML. lm u
ny bn c th to v nh dng bi post trong blog ca mnh
trc (nhng khng post n). Sau copy v paste bn HTML
vo mt text file.
Hy m bo HTML thn thin vi blog; ngha l, tng thch
vi WordPress. (HTML c to bi MS Word v DreamWeaver
thng khng tng thch.)
282
Tip th qua bi vit:

Bi vit: Tin to ra lu lng truy cp
Tip th qua bi vit l mt cch tuyt vi to ra lng truy cp
thng xuyn cho trang web.
Mc ch chnh ca nhng bi vit l cung cp cc thng tin hu
ch. ng rao bn g y. cui bi vit, trong phn tham kho,
bn c th gi l nu ngi c thch nhng g bn ni, h c th
vo trang web ca bn c thm thng tin.
Xut bn nhng bi vit cng gip bn c xem nh mt chuyn
gia trong th trng ngch ca mnh. Khi cc bi vit ca bn nm
trong danh mc bi vit, nhng ngi khc c th trch bi vit y
trn web ca h (min l nhng chi tit trong phn tham kho cn
nguyn vn).
iu ny ngha l bn c th kim c nhiu ng dn cht lng
v trang web ca mnh, gip nng cao th hng SEO cng
nh c c lng truy cp min ph, tiu chun.
T vit hay thu ngi vit?

Bn c hai la chn khi vit bi:
1. Nu bn tp trung v hiu r ch ca mnh, vic t vit bi rt
d dng.
2. Nu bn ght vit hoc khng c thi gian, bn nn thu ngoi. Bn
cn m bo ngi bn nh vit c kh nng vit tt. Bn c th
tham kho cun Hng dn bin tp bi vit ca Ezine. Hy
gh: www.dlwmmm.com/ezineguidelines
283
5 im then cht cn xem xt khi phc tho bi vit

1. Nghin cu ni dung trn cc trang web hng u
Nu bn khng quen thuc vi ch ca mnh, hy c 5 bi bo

v n, sau vit ra cc thng tin theo cch ca bn thu thp
chnh t nhng g hc c. S dng cc bi bo tin
ny nh mt ngun tham kho v bin thng tin ca h
thnh ca ring bn l mt cch nhanh chng to ra mt bi bo.
Hy truy cp www.dlwmmm.com/digg v g th trng ngch
ca bn vo hp tm kim. Bn s tm thy rt nhiu bi
bo ph bin lin quan n t kha ca bn. Da vo 5 bi vit
vi diggs nhiu nht vit bi vit ca ring bn,
m bo sc li cun ti a.
2. S c o
Nu bi vit ca bn khng c tnh c o, chng s

khng c chp nhn bi th mc bi vit bn gi n. Bn
cng khng th dng chnh xc nhng cm t do ngi khc ngh
ra (y l o vn).
c bit, nu bn thu ngoi ngi vit bi, bn cn kim tra rng
nhng bi vit y c thc s l c o hay khng. n gin ch cn
sao chp bi vit v dn vo hp tm kim ca
Copyscape (www.dlwmmm.com/copyscape). Th mt 5 cent cho
mi ln tm kim, cn hn l ti khon ca bn b cm.
3. T kha
T kha ca bn l nhng thut ng m bn mun xp

hng trong Google. Mc d mt t kha theo ng ngha en l
mt t, nhng xp hng cho mt t kha di 2-4 t s d
hn, bi v chng t cnh tranh hn.
284
Hy g th trng ngch ca bn vocng c tm kim t kha

ca Google. Bng cch ny, bn s tm thy cc cm t chnh xc
mi ngi s dng khi h tm kim.
Vi mi bi vit, bn ch nn tp trung vo mt cm t kha.
Nhng ng c tnh s dng n qu nhiu, ch cn vit v n mt
cch t nhin.
Hy m bo bn cng bao gm n trong tiu ca mnh.
4. To mt tiu thu ht lng truy cp
Tiu ca bn rt quan trng. Nu n qu d, s khng ai mun

c bi vit ca bn. Nhng nu n hp dn, mi ngi s mun
c n (v n cng c kh nng c ng ti trn trang web ca
ngi khc). S dng nt c trng, ha hn mt li ch v khi
dy s t m l cc yu t tuyt vi p dng trong tiu ca bn.
Hy lu li tt c cc tiu m bn c v nghin cu chng.
T hi bn thn nhng yu t no khin cho chng hp dn? Sau
hy s dng chng nh ngun tham kho to nn tiu
ca ring bn.
5. di bi vit
Nhm n t nht l 450 t v t hn 750 t cho mi bi vit. Bn

cn cung cp thng tin cht lng mt cch ngn gn sc tch ht
sc c th.
Nm loi bi vit
Trc khi vit bi, bn cn cn nhc xem bn nh vit dng bi no.
Nhng dng bi vit khc nhau ph hp hn vi nhng ch v
tnh hung khc nhau.
y l 5 dng bi vit ph bin
285
1. Bi vit lit k
Mt bi vit lit k l khi bn i chiu nhng thng tin khc

nhau cng lin quan ti mt ch . Bi vit ny l dng vit
nhanh v d nht.
7 cch gim cn t nhin, 5 b quyt nhanh kim nhiu tin
hn v 3 phng php n gin thu ht khch hng mi l
nhng v d ca nhng bi vit lit k.
Hy vit mi ca bn thnh mt on vn.
2. Bi vit c ng
Nhng bi vit c ng c mt chc nng to cm hng v

khuyn khch c gi thay i hay lm vic g tt hn. Thng
thng nhng bi vit ny bao trm mt vn in hnh m
nhiu ngi c, v sau i vo chi tit v cch mt ngi hoc
nhiu ngi vt qua cng mt vn .
Thng th nhng ngi c dng lm v d l nhng ngi
bnh thng. Mc ch l ngi c c th kt ni v cm
thy rng h cng c th t c kt qu tng t.
3. Bi vit "Lm Th No"
Bi vit "lm th no" l mt sn bi ph bin d s dng.

Nhng bi vit ny chia nh mt nhim v kh khn (hoc mt
nhim v thng c lm khng ng cch) thnh tng bc
hnh ng d dng.
Chng cho ngi c mt hng dn r rng v cch thc t
c th g . Khi bn a c nhng thng tin hng dn
chi tit, bn c th thm vo mt vi yu t tip th khn kho.
286
Hy ni vi ngi c rng bn thm ch c mt phng php d

hn, v thng tin min ph y nm ng dn trong phn tham
kho (resource box).
4. Bi vit kiu "Nh trao i vi"
Thng thng nhng bi bn vit s vai tr l ngi th ba.

Nhng trong bi vit kiu "chp bt", chng c vit ngi th
nht, gip ngi c thy gn gi hn vi bi vit.
Nhiu ngi c nhng thng tin hu ch nhng li khng vit tt.
H c th ni vi bn (ngi vit) nhng iu ny v bn c th
gip truyn t thng ip ca h mt cch hiu qu. iu tuyt
vi l, bn c th s dng nhng ngn t trc tip ca h trong
nhiu ch khc nhau nhn mnh mt im.
V c bn, bn ging nh mt phng vin ang k li cu chuyn
ca ngi khc v to s kt ni v cm xc.
5. Bi vit tng hp
y l dng bi vit bn a ra cc chnh t nhiu ngun khc

nhau. V d, bn c th phng vn nhiu chuyn gia khc nhau
c c suy ngh ca h v mt ch c th.
Cng vic ca bn l trnh by kin, quan im v l do ca mi
ngi. Mt ln na, bn vai tr ca mt phng vin, nhng c
li th l cho php nhiu cuc tranh lun hn.
Bn khng cn phi ni l ai ng hay sai. Hy ngi c t
kt lun.
Hng dn resource box (ngun ti nguyn)

Resource box l ni bn khuyn khch ngi c bm vo ng
dn tm thm thng tin. Tt nht l dn ti nhng ni dung c
287
lin quan, nh l mt bi ng trong blog ca bn hoc mt trang

web c th hn l dn trc tip ti mt ng dn cng tc vin.
Th thut makerting tt l dn dt ngi c i n trang thu
thp thng tin v ng k vo h thng th tr li t ng ca
bn. Sau bn c th gi lin lc v xy dng mi quan h vi
h. Khi bn cho mi ngi nhng thng tin gi tr th uy tn ca
bn s c xy dng.
V mi ngi mua hng t nhng ngi h quen bit, yu thch v
tin tng.
Dnh thi gian to mt resource box ring bit cho mi bi vit l
hon ton xng ng. Khi bn thay i thng tin mt cht ph
hp vi thng tin trong bi vit, resource box ca bn s c lin quan
nhiu hn.
Hy m bo resource box ca bn cho khch hng mt l do
bm vo ng dn. Cng cho mc ch SEO, hy to ng dn
bao gm nhng t kha m bn mun c xp hng.
Resource Box Mu
Hy gi n ngn gn nht c th, trong khi bao hm nhng thng tin
cn thit, bao gm tn bn, l do v sao bn khc bit v ku gi
hnh ng li cun. Li ku gi hnh ng ca bn l yu t lm
cho mi ngi mun bm vo ng dn.
y l hai v d:
1. nhn sch cng thc nu n m thc min ph dy 56 trang,
hy vo http://www.YourSite.com/ItalianCookingRecipeBook.
[Tn bn] l tc gi ca www.YourSite.com, ngi tri qua 5
nm khm ph khp cc nh hng nc .
288
2. tm ra 7 B Quyt D Dng Gim Cn t nhin, hy vo

trang http://www.YourSite.com/HowToLoseWeight. [Tn
bn] l tc gi ca http://www.YourSite.com, chuyn gia
hng dn cch gim cn t nhin, lu di.
Gi bi vit th cng hay t ng?

D bn c t np bi hay mn ai np bi gip, tt nht nn lm
th cng.
Khi s dng cc phn mm t ng, b my tm kim thy hng
trm bi vit c np trong mt thi gian ngn. T nhin h s
nghi ng v trang web ca bn c nguy c b cm.
3 a ch hng u gi bi
C nhiu th mc bi vit m bn c th gi bi. Bn nn tp trung
vo 3 th mc bi vit ny bi chng c nhiu lt truy cp v im
xp hng trang cao. (C 3 trang di y u c im xp hng trang
l 6.0.)
1. Ezine Articles
Vo trang www.dlwmmm.com/ezine to ti khon min ph.

c nhng g cn thit c v tr Bch Kim trc khi gi bi, v
bn s t ti v tr ny nhanh hn.
2. Articles Base
Vo www.dlwmmm.com/base ng k ti khon. Trang ny

c thi gian xt duyt nhanh.
3. Go articles
To ti khon min ph ti www.dlwmmm.com/goarticles ngay

hm nay. Trang ny d post bi v mau chng cung cp mt s
ng dn n trang web cho bn.
289
Din n th trng ngch:

Cch nhanh nht xut hin trc khch hng ca bn
Khp ni trn internet, c nhng cng ng hi t tt c nhng
ngi c cng am m v nhng ch khc nhau.
Vic ng gp cho mt din n th hy hoi danh ting ca bn
nu thc hin khng ng cch. Nhng khi thc hin ng, din n
th trng ngch l mt cch tuyt vi xy dng nim tin, thit lp
uy tn v d nhin dn lng truy cp v trang web ca bn.
3 b quyt tit kim thi gian tm din n th trng ngch

i lang thang khp cc din n trn internet c th l mt tri
nghim tn thi gian. Quan trng l bn ng ch ng gp cho bt
c din n no trong th trng ngch ca mnh. Bn cn tm mt
hoc hai din n hiu qu nht, nhm gip bn to ra nhiu lng
truy cp nht.
y l 3 b quyt nhanh chng gip bn bt u
1. nh r rng
Nu bn khng bit mnh ang tm ci g, lm sao bn bit c

khi gp phi n?
Hy lp danh sch nhng th trng ngch ph hp nht cho sn
phm ca bn. Suy ngh xem th trng ngch no c th hng
li t sn phm ca bn; ng gii hn phm vi tm kim.
2. Tm kim trn Google
G ln lt tng th trng ngch m bn ngh ra vo Google. V

d, nu th trng ngch bn chn l chi cho mo, bn s g
din n chi cho mo vo Google.
290
Din n hot ng tch cc nht vi lng thnh vin cao nht

s hin ra trang 1. Hy kho st nhng din n ny trc.
3. ng gp trc khi qung co
Mt khi tm thy v ng k vo mt hay nhiu din n bn

chn, hy nghin cu mt cht trc. c qua nhng tho lun
trong qu kh v hin ti c mt cm nhn v cch ngi ta
tng tc vi nhau v mc hiu bit ca h.
Gii thiu bn thn, t cu hi v ng bnh lun cho bi vit
ca ngi khc. Quan trng l bn chim c lng tin ca mi
ngi.
Mt khi bn chng t mnh l mt thnh vin din n c gi
tr v ng tin cy, bn c th cp n sn phm ca mnh. Ty
vo tng din n, bn s quyt nh thi gian ch i l bao lu,
nhng t nht cng phi vi tun.
4 php x giao trong din n

Hy nh rng bn l ngi ngoi. Nhiu din n ging nh mt
gia nh gn gi, v bn phi chng t bn thn trc khi c
chp nhn.
Ghi nh 4 b quyt sau
1. Tun theo ngi lnh o
Hy xem bn c th xc nh ai l ngi ch cht trong din n

hay khng. Hu ht din n s c mt vi ngi c sc nh
hng ln. Quan trng l bn c c lng tin ca nhng ngi
ny, v h c s tc ng tch cc vi nhng ngi cn li trong
din n.
291
2. Duy tr s nht qun
S khng tt nu ng 2 bnh lun mt ngy trong hai tun ri

sau khng ng gp g trong 6 tun. Hy m bo bn ng
bi u n v nht qun.
3. Tng thm gi tr
Mc ch ca bn l to thm gi tr, khng phi gy kh chu v

spam mi ngi vi nhng bnh lun v sn phm ca bn.
Hy a ra nhng li khuyn su sc, hu ch v chi tit. y l
cch bn tr nn ng tin v t c thm quyn nhanh hn.
4. Tr thnh chuyn gia
Bn s c nhn nhn nh mt chuyn gia trong th trng

ngch ca mnh mt khi bn gip mi ngi v chng t kin
thc ca mnh.
Nhng ngi khc s tm n bn mt cch t nhin. Gi th hy
cp n sn phm ca bn, nhng ch trong ng cnh l n c
th gip h nh th no. Hy cn thn vi phng php ny.
Hu ht lng truy cp s n t ch k ca bn
Ch k ca bn
Nhng din n khc nhau c quy nh ring v nhng g bn c php
v khng c php c trong phn ch k. V vy hy kim tra trc.
Bn c th c cho php dng HTML, hoc khng c dng ch
in m.
Nu bn u n ng nhng bnh lun gi tr v a ra li khuyn
n din n th trng ngch, bn s ginh c lng tin ca mi
ngi.
292
Bn cng c tn trng v nhn nhn nh mt chuyn gia bao

nhiu, cng c nhiu ngi bm vo ng dn trong ch k ca bn
by nhiu. Bn s c thm lng truy cp cht lng hng v trang
web ca bn.
Hy th s dng mt dng th (tagline) n URL tm tt li ch ca
vic vo trang web, nh Thng tin, ti nguyn v e-book min ph
trn.
nh du x hi (Social Bookmarking)
Tim nng ca s Lan truyn
nh du x hi l ni ngi khc tag (nh) trang ca bn v lu li
xem sau. Nhng thay v lu n vo trnh duyt, n s c lu vo
web. y l cch nhanh chng phn loi v chia s thng tin. Nu
ai c uy tn nh du trang ca bn, th nhng ngi hm m h
cng s quyt nh gh thm.
Nu sn phm ca bn lan truyn (c ngha l nhng ai c ch dn
n trang web ca bn cng s gii thiu ngi khc), trang ca bn
s c mt s lng truy cp khng l trong trng hp ny th
nh du x hi c th l mt chin lc to ra lng truy cp ngn
hn tuyt vi.
Google cng ch khi ai nh du trang ca bn. V khi c
ngi nh du n, bn s c c th hng cao hn trn Google.
5 xu hng cho Lan truyn

Cc trang social bookmarking c lng khn gi ring. Nhiu trang
cng tp trung vo mt th loi. Vic ca bn l quyt nh trang no
ph hp vi ni dung ca mnh.
293
Tuy nhin, lan truyn mang tnh ngoi l hn l quy tc. Tht kh
m d on ci g s lan truyn trn nhng trang social
bookmarking. tng kh nng iu ny xy ra, hy ghi nh 5 xu
hng ph bin sau y
1. Danh sch top 10
Danh sch top 10 rt hp dn. Chng thng d c v khi dy

s t m.
Ngi ta thch tm hiu xem c thm b quyt no h c th p
dng khng.
2. Gii php khc thng
Ti khng ni ti nhng ni dung thng thng c lp i lp

li. Ti ni v nhng bi hng dn cht lng h l mt gc nhn
khc v th trng ca bn. Hy th cung cp mt video vi
nhng bc chi tit d lm theo.
3. Gy xn xao d lun
Nhng vn gy tranh ci lun thu ht s ch . Hy th to ra

mi lin h gia sn phm ca bn vi nhng vn hin ti m
mi ngi ang bn tn. Vic tranh ci s khuyn khch mi
ngi chia phe, v khuy ng cm xc ca nhng ngi t ni.
4. Hi hc
Thng th nhng iu hi hc gip chng ta gii tr. Sn phm

ca bn c gc no nh vy c th thu ht s ch m vn
khng lm nh hng n cht lng sn phm khng?
Hu ht chng ta u quen thuc vi Blend Tec ngi ng
ti mt lot video ln Youtube mi ngy xem nhng th khc
nhau c b nghin nt trong my xay ca h khng. Nhng video
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rt th v v cng gip xy dng thng hiu cho sn phm ca

h. Rt thng minh!
5. Lp d v in khng
Mc d nhng ni dung khc thng s thu ht s ch , nhng

quan trng l bn phi gi cho n thc t. Nu sn phm ca bn
khng th kt ni vi mt th g in in, hy cho ai
thc hin.
Lm sao t ng nh du x hi
nh du ni dung ca bn c th tn thi gian, vy nn ng s
dng tt c nhng trang nh du mng x hi. y l 5 trang nm
trong top hiu qu nht: Delicious, StumbleUpon, Digg, The Buzz
v Propeller.
Nu bn ang tm kim dch v min ph th hy dng SocialMarket.
Trang ny s nh du ni dung ca bn ln 48 trang nh du
mng x hi ph bin nht.
nh du trn nhiu trang hn, hy dng
www.dlwmmm.com/bookmarkingdemon (y l dch v tr tin).
Nhng trang hng dn (Tutorial Sites):

Lm th no to lng truy cp thng qua cc trang hng dn
Mt trang hng dn bao gm chui video, m thanh hoc ch vit
gii thch lm th no lm mt vic g .
i vi nhiu th trng ngch, hc qua video v quan st thc t d
hn nhiu so vi vic c gng lm theo nhng hng dn.
m thanh khng ph bin bng video v li cun t ngi hn,
nhng vn c tim nng trong rt nhiu th trng ngch. Mt s
295
ngi thch hc qua ch vit v thch lm theo k hoch tng

bc mt.
Lng truy cp c to ra khi bn dn h vo trang web ca mnh
vi mt li ku gi hnh ng hp dn; v d nh, cung cp cho h
nhng thng tin gi tr hoc min ph.
Gi trang hng dn ca bn u? 3 la chn

Ty vo sn phm ca bn l g, vic to ra trang hng dn ca
ring mnh cng c l ca n.
Hoc c l sn phm ca bn thch hp gi video v bi vit n
cc trang chia s hng dn (tutorial submission site) hn.
gip bn quyt nh, y l ni dung lin quan (mc d c th
bn s mun lm c hai):
1. Trang hng dn chuyn dng (Dedicated Tutorial Sites)
Ty vo th trng ngch ca bn, bn c th tm nhng trang

hng dn chuyn dng nhm ti n. tm kim, hy g th
trng ngch ca bn trang gi hng dn vo thanh tm kim
ca Google.
Lng truy cp to ra t cc trang th trng ngch c th s
mang tnh chn lc cao v nhng ngi ny quan tm ti th
trng ngch ca bn ri.
2. Nhng trang hng dn tng hp
Nu bn khng th tm trang hng dn chuyn dng cho th

trng ngch ca mnh, hy gi bi n nhng trang hng dn
tng hp hn nh eHow, Good-Tutorials, Tutorialized,
TutorialOutpost,
Tutorial-center,
TutorialsGarden
v
TutorialKit.
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Nhng trang ny c th khng chuyn bit, nhng chng cng

c nhiu lng truy cp v thng xp hng cao trong b my
tm kim.
3. Trang hng dn ca ring bn
Mt la chn khc l bn c th to ra mt trang hng dn ring

ca mnh xung quanh th trng ngch. y l chin lc to ra
lu lng truy cp di hn.
(Thm na, trong trng hp bn gi cc hng dn ln YouTube
v gn chng vo trang ca mnh, bn c th to ra lng truy cp
nhanh chng nu bn tr li cc cu hi ca mi ngi.)
Hy lm mt vi nghin cu t kha xc nh xem ngi ta
ang tm kim iu g c th trn sn phm ca bn, hay trn th
trng ngch. Sau vic mua www.YourProductTutorials.com
hay www.YourNicheTutorials.com s ph thuc vo kt qu ca
vic nghin cu t kha.
Khi khng ngng thm cc hng dn vo trang web, bn s xy
dng c mt trang uy tn v xp hng cao trn Google. l v
tn min ca bn nhm vo t kha, v bn c ni dung thng
xuyn, c o v lin quan ti th trng ngch (hy nh t
mt s ng dn n trang web ca bn na).
Qung co rao vt (Classified Ads):

Mt cch hiu qu dn lng truy cp v trang web ca bn
Loi lng truy cp bn to ra ty thuc vo ni bn t qung co.
Nu bn t qung co mt ni c mc tiu, lin quan, bn s thu
ht c lng truy cp mc tiu. Nhng nu bn t qung co
mt ni chung chung, bn s nhn c lng truy cp khng
tiu chun.
297
Hy nh rng cht lng ca lng truy cp mi c ngha (ch

khng phi s lng).
3 yu t cn thit ca Qung Co Rao Vt

1. Bn cc c nhp chut
ng ph ch trong qung co lan man v sn phm ca bn.

khng phi l mc ch ca mt qung co rao vt.
Vic ca bn l bn cc c nhp chut li cun c gi vi
mt ku gi hnh ng v bm vo ng dn ca bn. Ngay sau
, h s ri vo phu bn hng ca bn.
2. Tr tin hay khng?
Mt s trang cho php t qung co min ph v nhng trang

khc bn phi tr tin.
Thng th qung co tr tin s mang li cho bn lng truy cp
cht lng hn, nhng khng phi lc no cng nh vy. Kim tra
l iu then cht y.
3. Qung co VIP
Qung co VIP l ni qung co ca bn c c v tr qung co

hng u trn trang web ca h. H s to s ni bt cho qung
co ca bn bng cch t mt ng vin xung quanh n hoc
s dng mu.
Bn hy t kim tra xem liu vic tr thm tin c mang li thm
lng truy cp mc tiu hay khng.
4 b quyt to ra qung co ca bn
Thc hin qung co ngn gn v ngt ngo nht c th, m vn
truyn ti c tt c thng tin cn thit.
298
Khi tin hnh qung co rao vt bn cn thc hin 4 iu sau: 1. Thu

ht s ch ; 2. Ta sng; 3. To ra nhu cu v 4. Thc y hnh ng.
1. Thu ht s ch
V qung co ca bn s c t cnh nhiu qung co khc, nn

bn phi ni bt. Nu bn c th dng ha, iu ny s gip
ch rt nhiu.
Nu bn ch c th dng ch, cch duy nht m bo ni bt l
s dng t ng (trnh dng du chm than, tt c u vit hoa v
nhng k hiu ny @#$%&* v chng tng trng cho SPAM
hoc mu bt lng).
2. To nn s hp dn
Mt tiu hp dn gi nn s t m s khin mi ngi mun

c phn cn li ca qung co hn.
Quy tc tng t nh khi vit mt tiu cho th qung co bn
hng cng c p dng y, ch l tiu ca bn phi ngn
hn nhiu c th ch mt hoc hai t.
3. To ra nhu cu
Cng nh khi dy s t m, bn cng phi to s thm mun.

Hy kt ni cm xc vi c gi v lm ni bt nhng ch li ngm
m khch hng ca bn mong mun. y c th l lng tin, quyn
lc hoc s bo m.
Ngi ta khng mun sn phm ca bn, h cn nhng li ch v
hnh m sn phm ca bn ha hn.
4. Ku gi hnh ng
Ngay lc ny c gi sn sng hnh ng theo qung co

ca bn. y l lc bn a ra cho h nhng hng dn n gin
v gii thch h cn phi lm iu g.
299
ng cho h thi gian suy ngh v bt c th g. Hy hng

dn h hnh ng, nhng ng t thi uy quyn. Hy cho h
mt phn thng khi lm theo li ku gi hnh ng ca bn.
Tm li, gii thch h cn lm g v l do ti sao.
ng qung co ca bn u?
Th trng ngch ca bn s quyt nh vic bn ng qung co
trang no. Hy tm trn Google v th trng ngch ca bn
qung co rao vt online hoc th trng ngch ca bn trang
qung co rao vt.
Bn cng nn th www.dlwmmm.com/craigs. N l trang web c
lt xem ng th 8 trn Internet. Bn c th nhm vo cc khu vc
a l c th, d dng ti lp qung co v quan trng nht l n min
ph (phn ln).
Tip th qua video

Tip th qua video l bn s dng video nng cao nhn thc ca
mi ngi v bn hoc sn phm ca bn. Bn c th dng n to
thng hiu cho mnh nh mt chuyn gia, hoc chng t mt
iu g .
Bng cch ng ti mt hay nhiu video ln cc trang chia s video
nh YouTube, bn c th to ra rt nhiu lng truy cp v thm ch
t c a v nh mt ngi ni ting thc s.
iu tuyt vi ca tip th qua video l n cho php bn li dng s
xp hng SEO ca mt trang ln hn. xp hng mt video trn
Google th d hn nhiu so vi mt trang web.
C 2 loi video chnh m bn c th to ra:
300
1. Quay mn hnh: bn ghi li mn hnh my tnh lm mt

video. Bn c th dng CamStudio.com, l phn mm chp
mn hnh min ph, hoc Camtasia l phn mm tr tin vi
nhiu tnh nng hn.
2. Video trc tip: bn ni chuyn trc mt my quay phim hay
webcam, c th l nh, hoc quay mt s kin trc tip m
bn thc hin.
3 loi ni dung ca Video

1. Video Lm Th No
Video lm th no minh ha cch thc thc hin mt th g .

Nhng loi video ny ph bin vi nhng ngi mun hc cch
lm mt vic c th. Nu nh nhng g bn ang gii thch l
phc tp, hy chia nh n thnh nhng chui video.
dn lng truy cp v trang web ca bn, hy a ra mt li
ku gi hnh ng mnh m (ha hn cung cp thm thng tin
min ph). Bn nn t a ch trang web ca mnh trong phn
m t video.
2. Video qung co
Mc d loi video ny l ni bn qung b sn phm, nhng bn

cng khng nn cp n n qu cung nhit. Hy phc tho r
rng nhng li ch v hnh v hu hnh ca sn phm nhng
khch hng tim nng c th hiu iu g trong dnh cho h.
Minh ha cch s dng sn phm ca bn cng l mt cch tuyt
vi lm iu ny, c bit l, nu nh bn c th ngh n mt
u g khc thng thu ht s ch ca mi ngi (chng
hn nh BlendTech), hoc cung cp nhiu thng tin (nh
infomercials).
301
3. Video ra mt sn phm
i khi vic to ra mt chui cc video khi bn ang ra mt sn

phm mi trn th trng li rt c ch.
Bng cch truyn t vic sn phm ca bn c th gip khch
hng nh th no, bn c th to ra mt cm gic mong i. Vic
ny c th lm tng doanh s bn hng, bi khch hng c
chun b tinh thn ri.
Nhng video ny thng khng c nhiu minh ha v vic lm
th no hoc sn phm ca bn c s dng th no, m tp
trung nhiu vo kt qu n mang li. Hy m bo bn cng a
c vo nhng thng tin hu ch, v l gii vi mi ngi ti
sao h cn sn phm hay dch v ca bn.
Gi video
Mt khi hon tt nhng on video ca mnh, bn hy gi chng
n mt trang chia s video mi ngi c th tm thy chng.
www.dlwmmm.com/youtube c mt s c quyn r rng trong tt
c cc trang chia s video. V l do ny vic chng ta c th khai thc
mt lng truy cp khng l sn c ca h l hp l.
Ngoi ra, bn cng c th tm thm mt trang mng ca mt th
trng ngch c th ng ln. Bng cch ny bn s tm c
lng truy cp khng l v nhng khch hng mc tiu trong th
trng ngch ca bn.
G cm t th trng ngch ca bn trang video vo thanh tm
kim ca Google. Vic bn c tm c g hay khng ph thuc
vo ch m bn mun tm.
302
3 b quyt hng u khi ng video

3 b quyt ny s m bo ti a ha s lng xem v truy cp video
ca bn.
1. T kha nm trong tiu
Nu c th, bn khng nn ch xp t kha trong tiu , m nn

xp chng u tiu . Hy nh lm cho ta ging cc tiu
nu bn mun mi ngi xem.
2. ng dn trang web
Bao gm lin kt n trang web ca bn u phn m t video.

m bo rng trang web ca bn c siu lin kt (t nht l
trong YouTube), hy s dng cm Error! Hyperlink reference
not valid phn u ca URL.
Bn cng nn m bo rng mnh a ra l do thuyt phc
h bm vo lin kt .
3. Mt k thut b mt
Tm mt on video ph bin v c nhiu lt xem, c ni dung

lin quan n ni dung video ca bn. Sao chp th ca nhng
video ny v s dng chng cho on video ca bn.
Bn s t c nhiu lt xem v lng truy cp n trang web
hn v bn ang tn dng lt xem ca nhng ngi khc. Khi
mt ngi no xem on video ni ting ny, on video ca
bn s xut hin trong phn nhng video c ni dung lin quan.
Lm tng thm gi tr hay ph hoi?

Khi bn ng cng mt on video ln nhng trang web chia s
video khc nhau, v c bn bn ang lm xo trn internet vi cng
303
mt ni dung. Ngay c khi bn i tn hay th, n ch la ngi ta

ngh rng bn ng ni dung mi, trong khi khng phi vy.
Bn khng thc s lm tng thm gi tr. V l do ny, ti khuyn bn
nn tm xem khn gi ca bn ang u v tp trung nng lng
upload video ln 1 hay 2 trang web chnh thi.
Nhng trang video khc nhau c i tng khn gi khc nhau, v
vy hy chn mc tiu mt cch cn thn (d vy ti s lun bao
gm YouTube, n gin bi v kh nng nhng video ny c tm
thy trn Google, v lng truy cp khng l).
Nu bn mun c mt phng php sng gieo ht cho marketing
video v upload video ln mi trang video c th, bn c th dng
dch v up video t ng: www.dlwmmm.com/tubemogul min ph,
hoc bn c th tr tin dng www.dlwmmm.com/trafficgeyser.
Podcasts
Podcast l hnh thc pht tin tc s dng m thanh trn internet.
Podcast tr nn ph bin khi nhiu ngi s dng iPod bt u
download chng trnh pht thanh (broadcasts) vo iPod ca h.
(y l xut x ca thut ng, kt hp gia iPod v broadcasting.)
To podcast l mt cch tuyt vi thm nhp vo cuc sng ca
nhng ngi bn rn thch nghe v xem thng tin trn ng, bi
khng phi ai cng thch c v xem thng tin trn mn hnh my tnh.
Khi ai ng k nhn theo di nhng podcast ca bn, podcast s
c t ng download. iu ny lm tng s lng ngi nghe.
to ra lng truy cp, hy a ra mt li ku gi hnh ng mnh
m hng nhng ngi nghe n trang web ca bn c thm
thng tin.
304
Ch Podcast
Podcast ca bn c th ni v bt c th g lin quan ti th trng
ngch. Bn c th lm podcast da trn nhng cu hi thng gp,
nhng chuyn hoang ng ph bin hay tng thut tin tc
thng xuyn trong ngnh ca bn.
Hy m bo bn cho i nhng ti liu gi tr, v cung cp nhiu tin
tc trong podcast ca bn. Nu n chn ngt, ngi ta s tt i v
khng nghe li ku gi hnh ng ca bn cui podcast. (iu ny
c ngha l khng c lng truy cp n trang web ca bn).
Mt cch nhanh to ra t liu cho mt podcast l phng vn
nhng chuyn gia trong th trng ngch ca bn. Khi bn a ra
nhng cu hi ngi nghe mun bit, bn s c c nhiu thng
tin tuyt hay v xy dng danh ting thng qua s hp tc.
Thu podcast
C 2 cch chnh bn c th ghi m podcast:
1. Trong 1 mi trng studio (ngay c khi y l vn phng ti
nh ca bn). lm c iu ny, hy mua mt chic micro
tt nh USB micro ca hng Blue. Bn cng s cn mt phn
mm m thanh. Audacity l phn mm min ph v cho php
bn d dng ghi m podcast.
2. Ghi m trc tip trn in thoi, nh phng vn hay
webinar. Bn c th ghi m phng vn in thoi qua Skype
(www.dlwmmm.com/skype)
s
dng
(www.dlwmmm.com/pamela).
305
Xut bn podcast
Xut bnpodcast cho php ngi khc d dng tm ni dung ca
bn. y c th l mt cch tuyt vi dn lng truy cp n
trang web ca bn, v nhiu ngi tm kim podcast hng ngy.
y l 3 cch d dng xut bn podcast
1. Xut bn qua iTunes
Sau khi ng k mt ti khon vi chng trnh iTunes, bm vo

Podcasts trn bng chn bn tri. Tip theo, bm Gi Podcast
v nhp a ch URL feed ca podcast. Cui cng, lm theo
nhng hng dn trn trang .
2. Blog WordPress
Nu c blog c xy dng bng WordPress, bn cng c th

dng plug-in PodPress. N cho php bn upload nhng podcast
MP3 v d dng nhng vo blog.
(PodPress cng s t ng gi podcast ca bn n iTunes v
mt vi th mc podcast khc.)
3. Th mc podcast
tng mc qung co, bn c th gi podcast ln nhiu th

mc podcast khc nhau.
Ging nh gi video, ty bn quyt nh nhm n nhng trang
web c nhng thnh gi ca mnh, hoc th & on bng cch gi
podcast n tt c.
y l 5 th mc podcast ph bin www.dlwmmm.com/all,
www.dlwmmm.com/odeo,
www.dlwmmm.com/blink,
www.dlwmmm.com/blogex v www.dlwmmm.com/digitalpod.
306
Mng x hi
Mng x hi l mt xu hng ph bin trong sut nhng nm qua.
Nhng trang nh Facebook, Myspace, v Twitter ang tip tc tr
nn thnh hnh, thm ch chng cn thay i cch chng ta dng
Internet.
Nhng mng x hi ny c nhng nhm chuyn bit ni m nhng
ngi c cng t tng c th tp hp li cng chia s s yu thch
i vi mt ch no .
Khi bn thm nhp nhng nhm c to thnh xung quanh th
trng ngch, bn c th thm nhp nhm nhng ngi sn quan
tm v ko h v trang web ca bn.
3 b quyt to lu lng thnh cng trn mng x hi

i vi nhng trang mng x hi, chc chn l c nhng quy c
ngm m bn phi lm theo. Hy cng xem qua 3 im quan
trng nht
1. Khng qung co bn hng!
Nhng ngi bnh thng tham gia mt nhm trn mng x hi

khng mun b tip th. Quan trng l bn khng nn vo mt
nhm ri sau ch ni lan man v sn phm ca bn.
2. Xy dng mt mi quan h
Bn cn tham gia v cung cp cho cc thnh vin trong nhm

nhng gi tr ch thc. Thng tin ca bn cng c gi tr, cng
nhiu ngi s xem bn nh mt nhn vt c uy tn.
Mt khi bn xy dng c mt mi quan h mnh m v
ginh c s tn trng ca nhm, bn c th cp n sn
phm ca mnh.
307
3. Hy chn thc
Khng ai thch ngi bn hng, hay nhng ngi bit tut. Hy

bc l tnh cch v cho thy bn l mt ngi thc. Nu bn ni
v sn phm, hy gn n vo i sng hng ngy to tnh chn
thc. Khi cho n thn thin v t nhin, ngi ta s c kh
nng lin lc vi bn mua sn phm, hn l khi bn t ra qu
chuyn nghip. Vic ny rt ging vi nhng phng thc ng
bi trong din n hay comment trn blog.
3 cch nhanh chng ci thin h s c nhn

Tt c cc trang mng x hi u cung cp cho bn mt h s. y l
c hi bn bc l mnh.
Sau y l 3 mo d dng ci thin cch m bn th hin trong
h s
1. Ngn ng
Hy xem bn dng ngn ng g. C thn thin, m p v t t

khng? Cch ni chuyn ca bn s nh hng n thin cm ca
ngi khc dnh cho bn.
2. nh i din
Mt bc nh hn ngn li ni. Hy chc rng bc nh ca bn

mi chp gn y v khc ha bn chnh xc nht. Qua bc nh,
ngi ta on c bn l ngi th no.
3. Thi
Bn c thi tiu cc hay tch cc khi ng bi hay bnh lun?

ng nn b bit n nh mt k a thn vn hay k c .
Bng cch cho i thng tin ho phng, min ph v chia s bn
thn, bn s xy dng c mt mi quan h vng chc vi nhng
thnh vin khc trong nhm mng x hi ca bn.
308
Google AdWords
Google AdWord l mng li PPC (pay per bm) ln nht, v c l
l mt trong nhng cch nhanh nht to ra lng truy cp mc
tiu n trang web ca bn.
Pay Per Bm (PPC) n gin l tr tin cho mi khch gh thm.
Cost Per Bm (CPC) l s tin bn phi tr. Vi th thc PPC,
qung co c chy min ph, nhng bn phi tr tin cho mi ln
mt khch hng tim nng bm vo qung co v vo trang ca bn.
L ch trang web, bn c th chn hin th mu qung co trong kt
qu tm kim ca Google, hoc trn mt trang web c hp thoi
qung co ca Google.
Sau khi to mt ti khon Google AdWords v vit qung co ca
mnh, lng truy cp c th n vi trang web ca bn rt nhanh.
Ch : nu khng bit mnh ang lm g, bn c th s mt rt nhiu tin.
t qung co u?
Google s quyt nh qung co ca bn c t u, v iu ny
da trn 2 nhn t chnh:
1. CPC bid v s tin bn sn sng tr nu c ngi bm vo
trang web ca bn.
2. im xp hng cht lng da trn tiu chun ca Google (m
h khng cng b y ). Quan trng nht l qung co,
trang landing v trang web ca bn c lin quan nh th no.
Thit lp mt chin dch trong AdWords

Hy quyt nh xem bn s qung co sn phm ca ring mnh hay
cng tc vin, v kho st v nhu cu cho sn phm .
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www.dlwmmm.com/keyword s cho bn bit nhng t kha no

(v nhng th lin quan) ngi ta ang tm kim, cng nh mt
tm kim chng. Cn 5 -la kch hot mt ti khon ti
trang ny.
nh mc ngn sch mi ngy ca bn phng nga vic chi qu
tay, sau thit lp chin dch qung co
To chin dch qung co

bt u, bn ch nn to 3 chin dch qung co. Bn c th gim
st chin dch, thay i gi thu v ci thin t l bm bng cch th
nghim nhng mu qung co khc nhau. Dng 3 t kha chnh v
xy nn mt chin lc qung co ring bit cho tng t. iu ny s
mang n cho bn im cht lng cao hn v gip gi qung co c
hiu qu.
Trc khi vit qung co, hy g tng t kho vo Google. Xem tt
c nhng qung co tr tin v nhn xem h ang tr ci g. Hy ch
k n qung co trn cng.
6 b quyt vit qung co

Khi t vit qung co, bn phi m bo n tun theo gii hn ca
Google AdWords (xem nhng iu khon v iu kin ca h).Tiu
ca bn khng c c trn 25 k t. Hai hng m t mi hng
khng c qu 35 k t, v URL hin th khng c qu 35 k t.
y l 7 b quyt cn nh khi vit qung co:
1. Tiu
Tiu phi thu ht s ch ca ngi c, li cun v mnh

m, khin h mun c thm.
310
2. T kha
duy tr s lin quan, hy m bo t kha chnh hoc cm t

kha chnh phi trong tn qung co. Nu t kha c bao
gm trong tiu v trong th qung co th bn s gim c
ph phi tr cho mi c bm.
3. Qung co hp dn
Sau khi tiu ca bn thu ht c s ch ca ngi c; gi

bn phi n lc duy tr s thch th ny. Hy vit i vit li ni
dung cho ti khi n sc quyn r v mi gi.
4. To ham mun
Mc ch qung co ca bn l to ra ham mun, mun nhng g

bn cung cp v mun ngay lp tc. Ham mun l mt cm xc
mnh m lm tng doanh thu bn hng.
Hy nh rng bn khng ang bn sn phm, bn ang bn
nhng c bm. C ngha l, hy thn trng
Nu bn cung cp nhng bi bo co min ph, bn c th nhn
c nhiu c bm, nhng c th khng bn c nhiu. V sao
? n gin l v bn thu ht rt nhiu ngi tm kim qu tng
ch khng phi ngi mua hng.
5. Hnh ng
Mt khi to ra s ham mun, hy ni cho c gi bit cch

c c ci m bn gi . Hy ngh h bm vo ng link
y l hnh ng bn mun h thc hin.
6. Ngn sch hng ngy
nh mc ngn sch hng ngy xem bn thc hin nh th

no. Kim tra l cha kha thnh cng trong AdWords. Hy chc
chn qung co ca bn sinh li trc khi bn chi ra rt nhiu tin.
311
Nhng cng ty Pay Per Bm khc

C nhng cng ty PPC khc t mo him v r hn Google
AdWords.
www.dlwmmm.com/ms v www.dlwmmm.com/yahoo l 2 cng ty
PPC c t cnh tranh v lng bm thp hn Google AdWords.
Chng t cnh tranh hn; v th cng sn sinh ra lng truy cp cng
t hn. (Khng c g ngn cn bn chy chin dch trn nhiu nh
cung cp v tn dng nhng th tt nht t tt c.)
Cc bc hnh ng
Quyt nh xem bn nn s dng chin lc thu ht lng truy
cp no trong chng ny. Tm thi bn ch nn chn 3
(khng bao gm chng trnh cng tc vin).
Vit vi on vn v cch p dng mi th cho vic kinh
doanh ca bn. Thm cc bc hnh ng cho k hoch tip
th ca bn t chng trc.
Nu bn cn ai gip lm vic ny, hy phn cng nhim v
cho h.
Hy r rng trong vic bn mun t c ci g, lm th no,
v sao v khi no. Mt trong nhng cu hi quan trng ny rt
thng b b qua v s thng t tht bi.
Nu bn chu trch nhim to ra lng truy cp, hy lp1 h
thng nhc nh bn lm theo. C gng dnh ra t nht
30pht mi ngy xy dng lng truy cp. Nu bn c th
lm nhiu hn th s tt hn.
312
Tuyn dng v qun l cng tc vin
Chng 16
Tuyn dng v Qun l Cng Tc Vin
"Quy tc vng trong hot ng bn hng l: tt c mi th u ngang nhau,
ngi ta s hp tc v gii thiu vic kinh doanh cho nhng ai h bit, yu

thch v tin tng".
Bob Burg
313
Tuyn Dng V Qun L Cng Tc Vin

Chng ta bit qua chng trnh cng tc vin cc chng trc,
nhng by gi hy xem xt chng mt cch chi tit hn. Nu bn vn
cha c chng trnh cng tc vin no, ti khuyn bn nn ngh v
iu ny.
i vi cc doanh nghip truyn thng, h c th ng dng m hnh
ny nhiu hn.
V d, mt ch ca hng hoa ti c th hp tc vi cc nh tang l,
nhng ngi ln k hoch t chc m ci, nhip nh gia v sau
chi hoa hng cho vic gii thiu.
Nhng ngi th in c th hp tc vi ch thu xy dng, cc th
hn ch, cc i l mi gii bt ng sn hoc nhng ca hng n
in v lm tng t nh vy.
Ti sao phi c mt chng trnh cng tc vin? 3 l do khc...

Chng trnh cng tc vin l mt h thng cho php nhng ngi
khc bn sn phm hoc dch v ca bn hng hoa hng.
Sau y l ba li ch m chng trnh cng tc vin mang n
cho bn:
1. Lu lng truy cp mc tiu nhiu hn
Khi c rt nhiu ngi qung b thay cho bn, bn c th khai

thc ngun lu lng mi v tip cn c vi nhiu ngi hn.
Khi hp tc vi nhng ngi khc, c th bn khng bit cc mi
lin h ca h l ai v kh nng s tip cn c vi nhng ngi
m bn khng th.
314
2. Tit kim thi gian
Mt s ngi c nhng danh sch khch hng khng l, nhng

ngi khc c danh sch nh hn. D th no i chng na, h
tri qua hng nm tri pht trin danh sch ca mnh.
Khi ai ng qung co cho bn, bn cn phi tn dng ti a
cc mi lin h ny v bn ang c hng ly uy tn c
thit lp ca h.
3. Nhiu tin hn
Lu lng v uy tn tng ln ng ngha vi vic bn s to ra

c nhiu doanh thu hn trong thi gian ngn hn. Kt qu cui
cng l tng thm nhiu li nhun hn.
Xy dng chng trnh cng tc vin: 4 b quyt

1. di Cookie
Cookie l mt m theo di nhn din tng cng tc vin. N

c s dng gim st s lng doanh thu m mi cng tc
vin mang v cho bn.
Nu mt cng tc vin gi mt khch hng thng qua ng dn
ca h, on m hoc cookie s c lu tr trn my tnh ca
h. iu ny gip h thng nhn bit c cng tc vin no
gi khch hng n trang web v mua hng, bn bit mnh cn
phi tr hoa hng cho ai v tr bao nhiu.
Nhng cookie trn i ngha l khng c ngy ht hn. Chng
ko di mi mi v iu ny r rng mang n li ch cho nhng
cng tc vin ca bn. Nu bn c mt cookie di 7 hoc 90 ngy,
chng s ht hn sau khong thi gian xc nh .
315
Nu mt khch hng mua hng sau ngy ht hn (gi s 8 hoc

91 ngy) th cng tc vin s khng nhn c bt k hoa hng
no. (Amazon khng c di ca cookie - h s ch tr tin nu
khch hng m bn gi n quyt nh mua ngay trong ln u
gh thm sau khi bm vo ng dn cng tc vin ca bn).
2. Ngng thanh ton: Bao nhiu?
Bn cn quyt nh mc ti thiu m cng tc vin phi kim

c trc khi chi tr hoa hng cho h.
Nhng nu bn chi tr t l thp hn (v d 25 -la) th s
l ng lc cho cc cng tc vin ca bn v h nhn c tin
nhanh hn.
3. Cng tc vin u tin hay cui cng s thng?
Ty thuc bn thch ci no hn. Nhng tiu chun ca ngnh

Internet Marketing l cng tc vin cui cng s thng, c ngha
l cng tc vin cui cng gi khch hng qua ng dn ca
mnh s nhn c tin hoa hng.
Cn cng tc vin u tin thng khi h l ngi u tin gi
khch hng qua ng dn ca mnh v nhn c hoa hng.
Khng c h thng no tt hn, ch l ph thuc vo chin lc
ca bn. Nhng chc chn bn phi cho cc cng tc vin bit bn
ang s dng h thng no.
4. Phn trm chi tr l bao nhiu?
Nhiu cng tc vin s ch qung co khi mc hoa hng bn a

ra t nht l 50% (c bit trong lnh vc Internet Marketing).
Hy chi nhiu hn nu bn c th. Nn nh rng, th cho i 50%
hoc 75% hoa hng ca hng ngn doanh thu, cn hn l nm gi
100% ca mt vi doanh thu.
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Nu chi ph ca bn kh ln, v d cung cp sn phm vt cht,

trin khai dch v hoc c mt chng trnh no din ra hng
thng vi chi ph cao, th bn c th chi mc hoa hng t hn. Tuy
nhin, hy m bo l bn s gii thch l do vi cc cng tc vin
tim nng.
Tuyn dng cng tc vin? 3 iu cn thit trc khi bt u

1. Kim tra sn phm c hot ng hay khng
iu ny nghe c v hin nhin, nhng i khi nhng iu c bn

li b b qua.
Th nghim xem sn phm ca bn hot ng v thc hin
nhng g m bn mun hay khng (vic ny cng s gip bn
gim thiu t l hon tin t khch hng).
Ngoi ra, kim tra k lng phn mm qun l cng tc vin m
bn ang s dng. Hy cn thn vi nhng tp lnh r tin, chng
thng c rt nhiu li.
2. Sn phm c thu ht khch hng khng?
m bo trang web ca bn th nghim vi t nht 1.000 lng

truy cp nh gi t l thu ht khch hng ca mnh. Nu sn
phm hoc dch v ca bn khng thu ht th cng tc vin s
khng mun qung b cho bn.
Nu bn cha kim tra mc thu ht, trong khi cng tc vin
gii thiu sn phm ca bn n danh sch khch hng ca h v
sn phm khng bn c, bn s b ra khi cuc chi ngay.
Khng c c hi th 2 y.
3. iu khin trang cng tc vin
y l mt trang bn hng thuyt phc cc cng tc vin tim

nng ti sao h cn tham gia chng trnh ca bn. Hy cho h
317
bit tt c nhng thng tin cn thit: kt qu kim tra mc thu

ht khch hng ca sn phm, bao nhiu tin h c th kim c
v bn chun b nhng chng trnh o to no h c th
d dng qung b cho sn phm ca bn.
Bi qung co ca bn trn trang ny phi mnh m, hp dn v
y sc thuyt phc.
S khc bit gia vic sn phm ca bn bn cc k chy hay ch
bn tm tm, phn ln ph thuc vo sc mnh ca cc cng tc
vin. Hy dnh thi gian cho trang cng tc vin ca mnh c
c kt qu nh mong i, bn s thy cng sc b ra l hon
ton xng ng.
Bn c cn mt ngi qun l cng tc vin khng?

Ngi qun l cng tc vin l v gi. C h bn cnh, bn s to
c nhiu th hn l ch lm vic mt mnh.
Bn cnh vic tuyn dng v chi tr cho cng tc vin, nhng ngi
qun l ca bn s h tr cho cc cng tc vin khc bng bt c
cch no c th.
H lm vic trn cc thng v mi v lun n lc a sn phm
ca bn ra th trng. H cng to ra cc ti liu qung b v o to,
vai tr ca h dng nh khng c im dng.
H cng phi canh chng nhng hot ng ng ng v ng thi
m en (xem nh ngha chng 15). Nu mt cng tc vin no
ph v tha thun, bn s khng phi tr tin cho h.
(Nu ngi qun l ca bn pht hin ra mt cng tc vin ang vi
phm cc iu khon v iu kin ca hp ng, h c th gi li
hoc hy b tin hoa hng ca cng tc vin ).
318
3 k nng cn thit m ngi qun l cng tc vin phi c

1. Mng li quan h
Mng li quan h l then cht.

Nhng ngi qun l cng tc vin lun cn phi gim st cc
cng tc vin mi v nhng i tc mi m h lm vic cng.
Ngoi ra, h cn phi chm sc nhng cng tc vin hin ti v
gi lin lc thng xuyn.
2. Vua hoc n hong vit qung co
Bi v ngi qun l cng tc vin ca bn s thng xuyn vit

nhng ti liu qung co, bn mun h phi thnh tho trong vic
vit mt l th qung co hay. c th lm c iu ny, h
phi thu hiu sn phm ca bn.
H cng cn phi hiu c tm l ng sau quyt nh mua hng
ca mi ngi.
Ngoi ra, email, cc trang cng tc vin v cc ti liu c vit
ring cho cc cng tc vin cao cp (super-affiliate) cng cn phi
c xy dng.
3. ng c t nhin
Bn mun mt ngi qun l cng tc vin c thi tuyt vi.

Vic tm kim mt ngi nng ng v c sc mnh ni lc l
iu v cng quan trng.
Lm th no thu ht mt ngi qun l cng tc vin?

Hy tr cng cho ngi qun l cng tc vin da trn nng sut
lm vic.
319
Mc hoa hng tr cho h nn da trn s tha thun v s phn

trm ca tng doanh thu bn hng m h c th mang li. Vi cch
ny, h s n lc ht mnh (v ng thi cng c tr cng mt
cch xng ng) gip cho chng trnh cng tc vin ca bn
thnh cng.
Vic tr bao nhiu ph thuc vo s tin m bn sn sng chi ra. 3
n 5% l mc chun thng thng, tuy nhin c khi con s ny
cng ln n 10%.
7 cch tuyn dng cng tc vin

Nu bn ang bi ri khng bit lm th no c th tuyn dng
cng tc vin th hy xem qua 7 b quyt sau:
1. Nhng khch hng hin ti
Nhng khch hng hin ti l ng vin tt tr thnh cng tc

vin, bi v h quen thuc v hi lng vi sn phm ca bn.
H chi tin ra th s c nhiu kh nng mun kim li tin (v
nhiu hn).
2. Danh mc cng tc vin (Affiliate Directories)
Hy t tay gi hoc tr tin cho mt dch v no ng

chng trnh cng tc vin ca bn nhng ni m cng tc vin
ang tm kim (www.dlwmmm.com/notify).
Bn cng c th qung co bng cch gi chng trnh cng tc
vin
ca
mnh
n
nhng
marketplace
nh
www.dlwmmm.com/fusion,
www.dlwmmm.com/cb,
www.dlwmmm.com/pay v www.dlwmmm.com/cj (marketplace
l mt trung tm kt ni gia ngi bn sn phm mun tuyn
320
dng cng tc vin, v nhng ngi mun tm kim c hi tr

thnh cng tc vin).
3. Thng bo trn cc din n
Din n vn l ni c nhiu ngi truy cp thng xuyn. Bn

c th nghin cu cc din n trong th trng ngch ca mnh,
sau tm kim cc mc ph hp cho php ng ti thng tin v
chng trnh cng tc vin ca bn.
Hy chi tit mt cch chnh xc v sn phm ca bn l g, mc
thu ht ca bn l bao nhiu v h c th kim c bao
nhiu tin.
4. Cc bn tin cng tc vin
Cng tc vin thng s ng k nhn cc bn tin thng bo cho

h bit v cc chng trnh tuyn dng ang din ra hoc trong
tng lai cn qung b.
Bn nn ng qung co nhng ni c nhiu ngi theo di
nhn tin nht. (Bn c th tm kim con s ny thng qua
www.dlwmmm.com/feedburner, c bit vi cc blog).
5. Google Adverts
Google adverts s khng em n cho bn nhiu cng tc vin,

nhng nhng ngi m bn c c s rt ng i tng.
Gi s th trng ngch ca bn lin quan n thi trang cng s.
Trong chin dch ca mnh bn s tp trung vo t kha "chng
trnh cng tc vin thi trang cng s".
Ch nhng ngi ang tm kim mt chng trnh cng tc vin
lin quan n thi trang cng s mi hi p bn.
321
6. Bloggers
Mt s ngi chi blog thng c uy tn rt ln bi cc mi quan

h m h xy dng vi nhng ngi theo di tin (subscribers).
Nhng blogger tt nht phi mt hng nm mi c th lm
c iu v h nhn c s tin tng.
Khi nhng blogger ny a ra xut g th mi ngi u nghe
v lm theo. (Thm ch, c nhiu ngi hm m cn khng bun
c nhng l th bn hng!)
Hy truy cp www.dlwmmm.com/blogger tm kim nhng
blogger hng u.
7. Google
ng vy, hy tm kim nhng trang web c nhiu ngi truy cp

trong th trng ngch ca bn v lin lc vi h.
3 k thut t ngi qun l cng tc vin ca fusionhq

1. Tham d cc s kin trong ngnh
S kin l mt trong nhng cch c sc mnh ln tuyn dng

cc cng tc vin mi. Mc tiu ca bn l tm ra nhng ngi
xut sc trong hi trng . (H thng ra ngoi vi nhau trong
khi s kin ang din ra c bit trong lnh vc Internet
Marketing).
Mi quan h thc s thng c hnh thnh qun bar. Chiu
i h thc n, nc ung v tr chuyn.
Tin ti i, xa nay n nh vy ri.
Sau khi thit lp c mi quan h, hy xin h thng tin Skype,
s in thoi, a ch email tin cho vic lin lc sau ny v
theo st h. Khi n thi im ph hp, hy xem bn v h c th
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cng tc vi nhau nh th no. Bn cn lm cho c i bn cng

c li.
2. Tn dng mng li quan h ca mnh
Khi mng li ca bn c m rng, bn s thy rng mnh c

th tn dng nhng mi quan h hin ti bng cch nh h gii
thiu vi nhng nhn vt ni ting hn m h quen bit trong
ngnh. Cch ny s c tc dng mnh hn nhiu so vi vic t to
dng mt mi quan h bt u t con s 0.
iu ny v cng qu gi bi l l s gii thiu n t mt
ngi m h bit, yu qu v tin tng. ng thi, v th ca bn
trong nhng trng hp y cng c nng cao ln rt nhiu (so
vi vic bn lin h vi h mt cch ngu nhin).
Ti lun c gng c c nhng s gii thiu nh th v ti c
th xy dng cc mi quan h theo cch nhanh hn. Bn thn
ti cng thng lm vic v h cng i x tng t vi ti
nh vy.
im mu cht trong mng li quan h l tng thm nhiu gi
tr n mc c th v bn s t c iu m mnh mong mun.
3. Gi cho cc cng tc vin cao cp mt mn qu qua
ng bu in
y l mt th thut ngm m ti tng s dng v n em li

hiu qu rt tt.
i vi FusionHQ, ti thng xuyn gi cho cc cng tc vin
cao cp mt bn sao min ph ca cun sch ny. Nu trc y
ti cha tng ni chuyn vi h, ti s tm thng tin lin lc chi
tit, sau dnh tng nhng li khen ngi v cho h bit rng, ti
mun gi tng h mt mn qu qua ng bu in.
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Tht ngc nhin l rt nhiu ngi hi p li. Pha trong cun

sch, ti c nh km mt l th h bit thm v FusionHQ v
cch thc lin lc vi ti.
Vy bn phi lm g khi khng c sch gi? Khng nht thit
phi l cun sch ca ring bn. Nu bn tht s thch mt
cun sch no , v cho rng h cng hng th vi n th bn
c th gi tng mt bn min ph. Sau bn trong bn nh
km mt l th vi ni dung tng h mt bn min ph sn
phm ca bn.
Bn c th gi bt c th g nhng hy m bo rng n mang li
gi tr cho h. Bn c th gi mt bn sao min ph sn phm ca
mnh, mt chic DVD v th hin s sng to trong .
Ba k thut c trnh by trn y s thc s mang li kt qu
cho vic tuyn dng cng tc vin ca bn, chng mang li hiu
qu cho ti v ti tin chc rng, chng cng s mang li hiu qu
cho bn.
Hy hnh ng ngay t by gi!
Ben Brandes
Qun l cng tc vin ca FusionHQ
www.fusionhq.com/partners
Lm th no lin h vi nhng cng tc vin tim nng?

Lp mt bng Excel bao gm tt c cc ch s hu sn phm v cc
cng tc vin tim nng m bn mun lm vic cng.
Hy in ton b cc thng tin lin lc c bn, danh sch ca h ln
th no v h ang bn loi sn phm g.
324
Bn phi nhn thc c rng cc cng tc vin cao cp s lin tc

nhn c nhng l th ngh h qung b mi th sm nht c th.
ng gi nhng email khun mu ging nhau. Hy c nhn ha nu
c th (v kh nng h c n cao hn). Sau nhanh chng cp
n im chnh v a h tt c nhng thng tin m h cn.
Cho h bit t l thu ht khch hng ca sn phm, nhng ai ang
qung b cho bn, v ngi cng tc vin gii nht ang kim c
bao nhiu tin vo thi im hin ti.
m bo rng bn lun theo di cho ti khi nhn c th tr li
(v cng ng ngc nhin nu iu ny khng xy ra trong ln u,
ln 2 hoc thm ch ln th 3 bn vit th cho h). S kin tr, ngn
gn v lch s s gip bn t c iu mong mun.
Lm th no thc y cc cng tc vin?

Mt s tht ng bun l rt nhiu cng tc vin s khng lm g c.
H khng qung b, hoc qung b mt cch min cng.
Bn cn c nhng chin lc thch hp thc y cc cng tc vin
hnh ng. Vic gi lin lc vi h l iu v cng quan trng.
1. Hun luyn
Bn cng hun luyn h nhiu bao nhiu th kt qu bn nhn

c s ci thin tt by nhiu. Hy kt hp chng vi nhau. Mt
bn tin cng tc vin, mt blog cung cp chng trnh hun luyn
mi, v email cp nht nhng cng c mi m bn va to ra hoc
nhng mo thu ht khch hng, tt c u l nhng v d tt.
2. T chc cuc thi
C l bn nn t chc mt cuc thi gia cc cng tc vin vi

nhau (2 tun l khung thi gian tt nht).
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Gii thng s c trao cho bt c ai t doanh s cao nht,

ng thi cng tc vin ngu nhin no to ra t nht mt doanh
thu cng c nhn gii thng tng t.
iu ny s mang li hy vng cho cc cng tc vin mi ca bn
khi h bit rng mnh cng c th ginh c gii thng tng
t nh mt cng tc vin cao cp. y c th l mt ng lc
mnh m v lm cho h sn lng tham gia hn.
Cui cng bn l ngi thng cuc, v hu ht cc cng tc vin s
n lc ht sc qung b cho bn. Tng hp li th tt c nhng
cng tc vin nh ny s to thm lng doanh thu ng k.
Chin lc ny c bit hiu qu trong chin dch ra mt sn
phm mi ca bn.
3. Gi in thoi
Gi in cho nhng cng tc vin trin vng v cao cp, n l

cch nhanh nht (v thn thit hn) trong vic xy dng mi
quan h kinh doanh ca bn.
ng ngi sao? Lm th no qun l cc cng tc vin cao cp

S tht l hu ht cc cng tc vin s khng mang li cht doanh
thu no c. C l ch khong 5% trong s em n cho bn phn
ln lng truy cp v doanh thu.
S c l hn khi bn tp trung vo nhng nhm nh (nhng rt nng
sut) ny. Vn khng ch l danh sch ca h ln nh th no, m
quan trng l h nhit tnh ra sao. Hy tp trung nng lng vo vic
chm sc nhng cng tc vin cao cp ny.
To iu kin cho h bng cch nh ngi qun l cng tc vin to ra
cc ti liu qung b ring cho tng ngi. Nhng ng ln s khng
326
mun gi ra ngoi nhng ti liu ging vi cc cng tc vin khc. Nu

h chng minh kt qu mang li, iu ny hon ton xng ng.
Tr tin nhiu hn cho cc cng tc vin cao cp. iu ny hon
ton hp l khi h l nhng ngi em li phn ln doanh thu. Bn
cng c th xem xt vic m tng hoa hng th 2 nu h c th gii
thiu nhiu cng tc vin hn.
6 b quyt thit lp chng trnh cng tc vin ng cch

Tt c chng trnh cng tc vin khng c to ra nh nhau.
B quyt l phi xc nh c iu g mang li hiu qu v sau
bt chc nhng kha cnh tng t. iu ny s m bo cho bn
c c mt chng trnh cng tc vin ln mnh ngay t u.
Sau y l 6 b quyt nhanh chng m bo bn thit lp chng
trnh cng tc vin ng cch.
1. H thng n nh
Mt s v d ca nhng h thng cng tc vin n nh l

www.dlwmmm.com/cb,
www.dlwmmm.com/fusion,
www.dlwmmm.com/cj v www.dlwmmm.com/pay.
Bn mun m bo h thng theo di v qun l cng tc vin
ca mnh c th nghim v kim tra. Tuy nhin, im bt
li ca ClickBank l rt kh qun l cng tc vin, v bn cng
khng th cung cp cho h nhng cng c ring m khng s
dng dch v hoc tp lnh (script) ca bn th 3.
2. Thi gian ch
Ti ngh bn thit lp mt khong thi gian ch m cng

tc vin khng th s dng hoa hng h kim c cho n khi
ht thi gian ny.
327
iu ny l gip bn c thi gian cho cc khon hon tin, v

nu sn phm b tr li, bn s khng phi tr hoa hng cho cng
tc vin .
3. ng dn (url) ca cng tc vin
Vi mt s h thng cng tc vin, bn phi copy (sao chp) th

cng ng dn cng tc vin (v c tn) ca h, ri chn vo
trong email.
Trong khi , mt s chng trnh cng tc vin cho php bn
gi email vi ng dn cng tc vin c gn t ng vo
email. iu ny gip h tit kim thi gian v cng sc, do gia
tng c hi h s qung b cho bn.
Nu bn chn cch s dng nhiu dch v khc nhau v kt ni
chng vi nhau th vic ny c th gy kh khn (hoc trong
trng hp ca ClickBank, bn hon ton khng th lin h vi
cc cng tc vin mt cch trc tip).
H thng c tch hp nh FusionHQ khin cho vic ny d
dng v cc cng tc vin s cm kch bn v lm cho mi th
tr nn n gin vi h.
4. Cung cp Email
m bo rng cc email bn cung cp h qung b c s a

dng v cc dng tiu v ni dung th. Vic ny s gip cc
cng tc vin c t do chn la ci no s li cun nht i vi
danh sch khch hng ca h.
Mi ngi u c mt phong cch vit ring. Mc d, bn s
khng bao gi li cun c tt c mi ngi nhng hy nhm
n s ng. Ti thiu bn cng c th mang n cho h mt
im khi u vit email ring ca mnh (nu h thch).
328
ng thi nu h thng ca bn cho php (nh cp trn

y), hy m bo bn s bao gm ng dn ca cng tc vin
c chn sn vo trong email.
5. Banner Qung Co
D cho vic in n c t i chng na th banner qung co vn

pht huy tc dng. Ngay c khi ngi ta khng thch hoc ngh
rng chng tht xu x th chng vn c kh nng thu ht nu
c s dng ng cch.
Cnh bo! Rt nhiu nh tip th trc tuyn nhi nht hng lot
ch vo tm banner ca h c gng bn sn phm trn .
Mt s ngi khc li ch s dng mt hnh nh xy dng
thng hiu.
C hai phng php trn u khng mang li hiu qu cho hu
ht cc chin dch qung co.
Mc ch ca tm banner l d d khch hng bm vo v
gh thm trang web ca bn. Hy nh rng tm banner ch ang
thc hin cng vic bn cc c nhp chut m thi, v th hy lm
cho n n gin. Trch nhim bn sn phm thuc v trang web
ca bn.
m bo rng tm banner ca bn c thit k vi mt trong ba
kch thc sau: 160x600 pixels, 300x250 pixels hoc 90 x728 pixels.
S dng mt hnh nh thu ht s ch , k l ch vit nhm
khi dy s thm mun v mt li ku gi hnh ng.
6. Cc cng c ring
C rt nhiu loi cng c ring khc nhau m bn c th to ra. V

d, FusionHQ c cng c HTML cho php bn vi t cch l
329
ngi ch sn phm, to ra mt trang HTML ln, hoc to ra

nhng cng c qung b da trn HTML.
Bn c th cn nhc vic quay mt video gii thch nhng chc
nng tuyt vi ca sn phm. Bn di video, bn c th vit mt
s gch u dng. Nu sn phm ca bn l phn mm, bn c
th t mt nt "Ti Xung Ngay ".
Khi ci t tt c nhng th trn, bn c th chuyn tt c m
HTML thnh mt dng m JavaScript n l.
Sau , hy cc cng tc vin sao chp dng m JavaScript n
l ny v t n ln trang web ca h. Video, gch u dng, nt
"Ti Xung Ngay" (hay bt c th g m bn m ha bng
JavaScript) s xut hin trn trang web v c theo di bng
ng dn cng tc vin ca h.
Mt cng c ti tng to ra l mt mu "Chia s vi bn b"
(tell-a-friend) m qua nhng ai gii thiu vi bn b v gi
lng truy cp n trang web ca cng tc vin s c nhn mt
mn qu nh. Cng c ny tt cho ti v tuyt vi cho cc cng
tc vin ca ti.
Nu mun cp nht trang web m mnh to, bn ch cn n
gin ng nhp ri sau thay i li.
Bi v cc cng tc vin ang s dng dng m JavaScript n l
nn n s t ng cp nht tt c nhng thay i ln cc trang
web khc ni m h cng ang s dng chung m code ny.
Nhng cng c ring khc m bn c th xem xt s dng bao
gm: qung co bng ch, bi ng trn blog v c nhng bi ph
bnh kh nng y l v tn. Ghi ch li nhng im c bit
m cc chng trnh cng tc vin khc ang lm v hy th
nghim nhng th m bn cm thy thch.
330
Cc bc hnh ng
Quyt nh xem bn mun c mt ngi qun l cng tc vin
hay khng (ti ngh l nn).
Nu c, hy tm mt ngi v ngh h hon thnh nhng
iu sau. Nu khng, bn cn phi t mnh thc hin.
Thit lp chng trnh cng tc vin.
Quyt nh xem bn mun s dng phn mm cng tc vin
no v ng k mt ti khon , hoc bn c th mua v ci
t phn mm. Nu bn c phin bn min ph ca
FusionHQ th h thng ny c ci t sn. Cn nu cha,
bn
th
vo
ng
dn
ny
th
www.dlwmmm.com/fusionhq.
Ngay c khi bn ang s dng ClickBank nh mt h thng
cng tc vin, bn vn c th chn FusionHQ nh mt cch
qun l cc cng c v hun luyn cng tc vin ca bn.
Thit lp mc hoa hng cho cc sn phm khc nhau, sau
vit phn miu t c th cho tng loi.
Son tho cc tha thun cng tc vin, hoc iu chnh mu
c sn nu h thng ca bn cung cp.
To ra mt s cng c gip cc cng tc vin ca bn s dng
qung b. Hy bt u vi mt ng dn tiu chun, sau
l mt s email, banner qung co v t y m rng thm
nu bn thy thch hp. Thm nhng cng c ny vo h thng
cng tc vin ca bn.
To ra mt trang tuyn dng cng tc vin. Hy nh l thit k
n ging nh mt trang bn hng - bn nhng li ch ca
chng trnh cng tc vin. Trong bao gm l do v sao h
s mun qung b sn phm cho bn, li ch h s nhn c,
331
nhng mc hoa hng h c th kim c, nhng cng c no

c cung cp, v h s nhn c nhng h tr no.
Nghin cu v tuyn dng. Hy tm kim cng tc vin v
thuyt phc h ng k.
Cho h bit h cn phi qung b ci g, bng cch no v
u. Vic ny nn l mt phn trong k hoch marketing ca
bn - nu cha, hy thm n vo ngay by gi.
332
H tr khch hng
Chng 17
H Tr Khch Hng
"Bn hng m khng c dch v h tr khch hng cng ging nh nhi nht
tin vo trong mt ci ti vi y l thng"
David Tooman
333
H tr khch hng
Khch hng: trng tm cng vic kinh doanh ca bn
Dch v chm sc khch hng thng thng l mt ni m nh ln.
Nu bn c th cung cp mt dch v chm sc khch hng xut sc,
bn s khin mnh ni bt v khch hng s yu qu bn v iu ny.
Nhng tri nghim trong qu kh khin chng ta t hi liu nhng
dch v t t c cn tn ti na hay khng.
Mt s ngi trong chng ta tng c nhng kinh nghim au
thng v thm ch chng cn mun c h tr na, bi dng
nh n chng em li li ch g c.
Chnh v iu ny, vic quan trng l bn lm cho cng ty ca mnh
ni bt v ta sng. Dch v khch hng tuyt vi him n mc n
cn lm cho mi ngi ni gin hn khi n nhn.
Khi bn t khch hng ln hng u, vic kinh doanh s t ng to
thm nhiu li nhun.
Khch hng l trng tm ca doanh nghip. Nu khng c h, bn
s khng th kinh doanh c. V th bn cn phi chm sc h, v
chm sc tht tt.
Nu nim tin ca khch hng b ph v, h s khng chn ch
quay lng li vi bn. Hy nh rng bn cn khch hng hn l h
cn bn.
Ch cn mt s t khch hng khng hi lng hoc c nhng tri
nghim xu vi vic mua hng th cng s lm tn hi n danh ting
ca bn.
Bn ang trong qu trnh xy dng mt doanh nghip trc tuyn, v
trn internet, li ni c sc lan truyn rt nhanh. Ch cn mt bi
334
H tr khch hng
ng vi li l ch trch trn din n uy tn cng c th khin bn

mt i nhiu doanh thu tim nng.
Nu mt khch hng b thi gian v cng sc tm n bn, th
hin s thch th v mua sn phm ca bn th bn phi trn trng
lng tin ca h bng cch mang n cho h dch v chm sc khch
hng tt nht.
Th no c xem l dch v chm sc khch hng xut sc?

Nu bn khng th cnh tranh bng cht lng v gi c th bn c
th lm mnh khc bit da trn dch v m bn mang n cho
khch hng.
Dch v chm sc khch hng tt khng d b sao chp bi cc i
th cnh tranh.
Nu bn l mt cng ty nh th bn khng ch "u li" m cn vt
tri hn cc cng ty ln bng vic cung cp dch v chm sc khch
hng xut sc.
Dch v chm sc khch hng c xem l xut sc khi nhng tri
nghim khch hng c c vi cng ty v sn phm ca bn khng
ch p ng m cn vt qu s mong i ca h.
Mc tiu ca bn l lm cho khch hng cm thy hi lng. V vy,
iu cn thit l h c c nhng tri nghim tt vi cng ty ca
bn cho d h c mua sn phm hay khng.
Tt c mi ngi u mong mun ng tin mnh b ra phi tht
xng ng.
V khi cng ty ca bn cung cp dch v chm sc khch hng xut
sc, bn ang lm tng thm gi tr cho nhng tri nghim mua hng
ca h.
335
Hy t hi bn thn lm cch no phc v khch hng mc cao

hn h mong i? Lm sao bn c gng hn v gip h? V
cch thc bn chm sc tt nht cho khch hng ca mnh l g?
Nu bn c th gip khch hng ca mnh gii quyt vn , t l
yu cu hon tin t pha khch hng cng s gim xung ng k
(thm ch l khng cn na).
Ngay lp tc khc phc vn ca h mt cch thn thin s khin
khch hng nh gi bn cao hn, v ngh rng h s chng bao gi
gp li vn ny na.
4 li ch v hnh ca vic em n dch v chm sc cho khch hng

xut sc
Khi bn a ra dch v chm sc khch hng xut sc, iu ny chc
chn s mang li li ch cho doanh nghip ca bn...
1. Nhng ngi hm m cung nhit
Bn s to ra c nhng khch hng trung thnh. H s khng

ngt ca ngi v dch v tuyt vi v gip chng lan truyn thay
bn.
K c khi bn phi hon tin cho khch hng, bn vn c th to
ra nhng ngi hm m cung nhit.
H s ni vi nhng ngi khc rng mc d sn phm ca bn
cha ph hp vi h, nhng h li nhn c mt dch v khch
hng xut sc. Hoc h c th gii thiu sn phm ca bn cho
ngi khc m h ngh rng n ph hp vi nhng ngi y hn.
2. Nhng phn hi c gi tr
Bng cch lng nghe khch hng, bn s bit c mnh ang yu

khu no.
336
H tr khch hng
c bit nu nhng li bnh lun ging nhau c lp li, bn c

th ng dng nhng gp ca khch hng v cung cp cho h
nhng sn phm tt hn.
Lun nh rng bn phi cm n h, bi nhng phn hi ca h c
gi tr i vi doanh nghip ca bn.
3. Nhng khch hng trn i
Khng c g phi nghi ng rng nu bn i x vi khch hng

bng s trn trng m h xng ng nhn c, th h s mun
mua hng ca bn ln na.
Vic tip tc mua bn vi nhng khch hng c l cch d nht
to thm nhiu li nhun. Hy thn thin, vui v v bn s c
tng thng v mt ti chnh.
4. C hi up-sell
Khi bn lng nghe khch hng v tm ra iu h thc s cn,

bn c th gii thiu cho h sn phm hoc dch v khc ca
cng ty bn.
Vic thu hiu nhu cu ca khch hng v chia s vi h v nhng
la chn s mang li c hi ln up-sell hoc gii thiu chng
trnh cng tc vin ca bn.
Hy tri nghim dch v h tr khch hng trc tin

Khi bn kinh doanh trc tuyn, khch hng dng nh v hnh vi
bn. Mc d bn khng th nhn thy h, nhng iu khng c
ngha l h km quan trng hn.
Khng nhng th, bn cn phi n lc hn trong vic to ra nhng
kt ni c nhn, con ngi v con ngi vi h.
337
H tr khch hng l mt phn quan trng ca doanh nghip m

bn phi t mnh tri nghim. Bn s c c mt vin cnh mi v
vic khch hng s dng, tng tc v nh gi sn phm ca bn
nh th no.
iu ny c ngha l t bn s thc hin vic chm sc khch hng
khi ln u tin tung ra mt sn phm mi.
Sau ny bn c th thu nhn vin hoc thu ngoi mt (hay mt
nhm) ngi no gii quyt nhng yu cu h tr khch hng.
Nhng trc ht, c nhn bn phi hiu thu o cng vic ny ngay
t khi mi bt u.
Mt phn quan trng ca vic cung cp dch v h tr khch hng
xut sc l bn phi thu hiu sn phm ca mnh. Bn cn bit c
nhng l do ng sau nhng cu hi thng gp y.
Cng vi vic hiu thu o v sn phm, bn phi tm cch x l
nhng yu cu h tr ca khch hng nhanh nht c th.
Nu bn c mt h thng ph hp lm vic ny hiu qu th cng
tt. V d, bn c th to ra cc video hng dn gip mi ngi tm
p n cho nhng cu hi thng thng. Sau , bn ch cn gi
ng dn cho khch hng n cc video ny.
Khc phc nhng vn bn trong

Vn bn ngoi l tha mn khch hng v em n cho h
nhng bin php tc thi nhm p ng c s mong i ca h.
Nhng s khng tt nu bn ch dng li y.
Bn phi xem xt mi li phn nn v tht vng t pha khch hng
nghim tc, sau tm bin php ngn chn cc khch hng khc
khng gp phi nhng vn tng t.
338
H tr khch hng
Khi tm kim gii php bn trong v khc phc n, bn s gip nng

cao sn phm ca mnh.
Mi trng hp u khc nhau. Bn c th phi thay i chng
trnh ci t, cung cp mt bi vit vi nhng cu hi v tr li thng
thng hoc ci thin ni dung ca mt thng bo li sai lm cho
n bt m h hn.
Ngay t ban u bn phi tm hiu xem khi no v nguyn nhn g
lm cho vn ny sinh, sau hy lm bt c th g ngn
chn n khng xy ra ln na.
Vic h tr v mt k thut phi lm vic vi cc lp trnh vin
nhanh chng gii quyt tng vn . Nu bn thu nhn vin h tr
khch hng t mt nc ang pht trin, iu ny s kh hn.
Hy chun b tr cng cho mt nhn vin h tr c k nng cao,
ngay c khi bn ch c mt sn phm thng tin. Bn c th chc chn
rng bn s nhn c nhiu loi cu hi t pha khch hng hn ch
l vic yu cu hon tin. Nu b phn h tr c th gip bn tr li
cc cu hi ny th khch hng s yu qu bn nhiu hn. V bn s
khng hi tic v quyt nh ca mnh.
Nu c mt sn phm phn mm, bn phi xc nh v trao i vi
ngi lp trnh khc phc mt vn no cng sm cng tt.
Khng ai mun ch i c - l s tht hin nhin.
Khi khc phc vn c th mt cch nhanh chng, bn s trnh
c vic hng trm khch hng khc cng than phin v mt vn
tng t.
Nu bn ch tr cho nhn vin h tr vi 1/5 mc gi xng ng, v
ngn hn bn s tit kim c tin. Tuy nhin, v lu di, bn phi
chi nhiu hn cho cc khon hon tin t pha khch hng v phi
mt thi gian gii quyt nhiu ln cho mt vn ging nhau.
339
B phn t vn ca cng ty s him khi c kh nng khc phc c

tn gc r cc vn v sn phm ca bn.
c c dch v chm sc khch hng xut sc, khng n thun
ch l dy nhn vin 10 li than phin thng gp v a cc cu tr
li mu h sao chp. Chng c g khin khch hng chn nn hn
l mt cu tr li khun mu ch c mt na lin quan n cu hi
ca h.
7 cch n gin gim bt cn nng gin ca khch hng

Gn nh phn ln khch hng u mua sn phm ca bn bng th
tn dng.
Nu bn khng hon tin cho h, h s i n ngn hng v yu cu
hon tin t .
Khi ngn hng chp nhn tr tin li cho khch hng, bn s phi tr
mt khon ph cho vic ny (cn gi l charge back n tin). Nu
tnh trng ny din ra thng xuyn, chi ph x l ca ngn hng s
tng ln, hoc t hn l ti khon ca bn s b cm. V th, tt nht
l trnh vic n tin t nhng khch hng nng gin xy ra ngay t
ban u.
Sau y l 7 cch nhanh chng bn c th gii ta ni bc xc ca
khch hng.
1. Sn sng hon li tin
Hy sn sng vi cc yu cu hon tin. Nu nhn c ngh

ny t pha khch hng, hy lm cho h hi lng.
Khng ng phi tranh ci vi khch hng khi sn phm ca bn
khng p ng c nhu cu ca h bi bt c l do g.
340
H tr khch hng
Khi bn sn lng v nhanh chng hon li tin th khch hng s

ra i vi mt tri nghim tch cc v cng ty ca bn.
a ra mt khong thi gian hon tin rng ri (c th l 60
ngy) khch hng c thi gian tri nghim sn phm ca
bn. K c khi khch hng yu cu bn hon tin ngoi khung thi
gian quy nh th c a cho h.
2. Tr li nhanh chng
Hy tr li khch hng ca bn nhanh nht c th. Khng c thi

gian lng ph vi mt khch hng ang tht vng v sn phm
ca bn.
S hiu qu hn nu bn dnh thi gian tp trung vo vic to
thm nhiu doanh thu hn l tranh ci ti lui vi mt khch hng
khng hi lng.
Nu bn c th thit lp h thng to ra s phn hi ch trong
vng mt gi th hy thc hin iu . Hu ht mi ngi khng
th i qu 24 gi.
3. Hy vui v
Mi ngi u c nhng vn ring, v bn khng bit c

iu g ang xy ra trong cuc sng c nhn ca khch hng.
ng nghim trng ha vn hoc tr nn phng th. Chng
c ch li g c.
4. Thng cm vi h
Ai cng mun mnh c lng nghe.

Hy khch hng ca bn bit rng h ng theo cch m h
cm nhn, v bn cng ang cm thy th.
341
5. Thu hiu nhng bn khon ca h
Xc nh vn ca khch hng. Bn s khng th gip h khi

m bn chng bit mi bn tm chnh ca h l g.
Nu bn khng chc chn 100%, hy hi li cho r rng. iu
quan trng l bn bit r h mun g bn.
6. Gii quyt tnh hung
Chp nhn ton b trch nhim cho d gp phi vn g i

chng na. Tha nhn iu g l li ca bn ngay lp tc (d
cho s tht khng phi vy) s lm gim khng kh cng thng
trong hu ht mi trng hp.
Hy xin li, ng thi m bo vi khch hng rng iu s
khng bao gi xy ra ln na v cm n h v cho bn bit. C
gng nhn nhng v tng cho h mt trong nhng sn phm ca
bn lm qu.
7. Lm cho khch hng c cm gic thoi mi
D khch hng c mua g hay khng th iu quan trng l khch

hng c mt tri nghim tuyt vi vi bn.
Hy i x vi mi khch hng nh mt ng vua hoc b hong.
ng thi lm cho h c cm gic c lng nghe. Vic em n
cm gic thoi mi cho khch hng ch mang li cho bn nhiu li
ch hn v ti chnh trong tng lai.
i ng nhn vin cht lng cao

Sau khi t mnh thnh tho cng vic h tr khch hng, y l
thi im bn thu nhn vin c trnh cao m nhn v tr
thay bn.
342
H tr khch hng
Ngay c khi bn c kh nng, bn cng cn phi c ai m nhn

v tr chm sc khch hng. Vic ny s gip bn gii phng thi gian
lm vic bn trn doanh nghip ca mnh (ch khng phi bn
trong n).
Hy nh rng ngi hoc nhm ngi m bn thu lm nhn vin
(hay thu ngoi) ang i din cho cng ty bn.
i ng nhn vin cn phi c o to k lng v hiu r vai tr
ca h. Vic bn ch cung cp cho nhn vin ca mnh nhng cu tr
li khun mu th cha .
Bn ch c th em n cho khch hng dch v h tr xut sc khi
bn nm trong tay i ng nhn vin xut sc.
Lm th no h tr nhn vin ca bn
Cung cp dch v h tr khch hng c th l mt cng vic cng
thng. Phi chu p lc t nhng khch hng ang nng gin ht
ngy ny qua ngy khc l iu chng d dng g.
Nhn vin ca bn ang hot ng trn danh ngha ca cng ty, h
khng c cm xc c nhn ca mnh vo cng vic hoc lng
m khch hng (k c khi bn cm thy khch hng xng ng b
nh th).
Hy cho nhn vin bit rng bn hiu cng vic ca h l g, v
bn trn trng h.
Tm ra nhng kha cnh trong cng vic khin h cng thng, mt
mi nht v lm tt c nhng g bn c th gim thiu nhng yu
t .
Chm sc i ng nhn vin chnh l bn ang chm sc cng vic
kinh doanh ca mnh.
343
Cc bc hnh ng
Thit lp b phn chm sc khch hng. m bo rng nhng
ng dn lin h phi c nh du r rng trn trang cm
n hay t mt (hoc nhiu) trang web ca bn.
Ti ngh bn s dng nhng cng c nh Zendesk - i vi
hu ht mi ngi, ch cn cng c ny l . Bn c th tham
kho ti a ch www.dlwmmm.com/zend
Kim tra hng ngy hoc thu nhn lc bn ngoi (khuyn
khch nn theo cch ny), hoc ch nh ai trong cng ty
m nhn v tr ny. Bn s ngc nhin khi bit mt dch v
chm sc khch hng nhanh chng s tit kim thi gian ca
bn nh th no.
344
Th nghim v theo di
Chng 18
Th Nghim V Theo Di
"Th nghim l mt k nng. iu ny c th gy ngc nhin cho nhiu
ngi nhng thc t n l mt s tht n gin."
Graham Fewster
345
Th nghim v Theo di
Vic th nghim v theo di khi bn gii thiu mt sn phm mi l
rt quan trng.
Bn phi bit c iu g ang xy ra trong cng vic kinh doanh
ca mnh, nu khng bn s khng nm r c phn no cn c
ci thin.
Mt khi bn xc nh c nhng yu t ang lm gim doanh thu,
lc bn c th lm vic khc phc chng.
Nu bn b qua v khng theo di vic th nghim cng lu th sau
ny bn cng kh ci thin n.
Khch hng ca bn ang b tc u? Chnh xc th nhng im
yu trong khu bn hng nm ch no?
ng nh gi thp sc mnh ca mt cuc kim tra phn tch ring l.
ng dng mt thay i n gin m bn pht hin ra t mt kim
tra phn tch c th lm tng t l mua hng ln n 2 hoc 300%.
Ngay c khi bn nhn vo lng tng nh t 1-2% trong doanh s
bn hng th iu ny c th l s khc bit gia vic ha vn v tn
hng mt ngun li nhun di do.
iu quan trng l bn phi thc hin vic th nghim ca ring
mnh.
Trong khi c mt s nguyn tc chung m phn ng trong chng ta
c th p dng c, nhng ng lun tin tng vo kt qu kim
tra ca ngi khc cho sn phm ca bn. Mi sn phm v i
tng khch hng u khc nhau. Hy s dng d liu ca ngi
khc nh mt hng dn ban u, ch khng phi l cm nang.
346
Th nghim v theo di
Vy nhng yu t no cn c kim tra?

Mi th! Hy kim tra mi nhn t bn c th...
Mu sc ca trang web, tiu v l th cho hng; kim tra gi bn,
hnh nh v nt "mua ngay" ca bn.
Kim tra gch u dng, cc on vn m u v kt thc. Kim tra
mc ti bt, ti ti bt, v ti ti ti bt.
Kim tra phn tch c qu trnh bn hng tm ra tng yu t lm
chuyn i t l mua hng tt nht cho sn phm ca bn.
Nn nh mi ln ch kim tra mt yu t m thi.
Nu bn c 2 trang vi 18 th khc nhau, th bn s tm ra trang no
hot ng tt nht. Bn s khng bit nhn t n l no nh hng
mnh m n cc kt qu ca bn.
Ly trang A lm chun v thay i mt yu t m bn ang kim tra
trang B. Nu trang B mang li t l mua hng tt hn trang A, th
trang B chnh l trang chun mi ca bn.
By gi bn c trang mi B v kim tra yu t khc. Bng cch i
theo qu trnh ny mt cch c phng php, bn s dn dn ci
thin c t l mua hng ca mnh.
Khi khng ngng ci tin tng yu t, bn c th p dng kin thc
ny cho cc phn khc trong cng vic kinh doanh ca mnh. Kin
thc mi ny c th c s dng tm kim khch hng mi v
cho nhng bui ra mt sn phm trong tng lai ca bn.
Ti sao th nghim ming phu trc?

Tp trung kim tra ming phu trc v bn mun cng nhiu ngi
vo phu bn hng ca bn cng tt. Chng c gi tr g khi kim tra
y phu nu ming phu ca bn khng hot ng hiu qu.
347
Kim tra, kim tra v sau kim tra nhiu hn na!

Mt khi bn cm thy hi lng vi t l thu ht khch hng ming
phu th lc bn c th tp trung vo y phu.
S dng h thng kim tra no?

Mt s h thng kim tra phn tch i hi s kho lo.
m bo rng vi bt c h thng kim tra phn tch no m bn
s dng, hy a nhng khch hng ging nhau n cc trang
ging nhau.
Gi s bn ang kim tra 2 trang. Bn phi m bo khch hng th
nht nhn thy trang A bt c khi no nhn vo trang ca bn. S
khng tt nu sau khch hng quay li v nhn thy trang B.
iu ny c th lm h nhm ln, cn tr vic khch hng mua sn
phm, hoc n gin l bn khng bit c trang no thuyt phc
h mua hng.
iu then cht l mi khch hng phi c phc v bng trang A
hoc B m khng phi l s trn ln ca c hai.
ng thi, bn cng mun m bo h thng kim tra phn tch
c s dng c th thc hin mt s phn tch ngu nhin i vi
lng truy cp vo trang.
V d, s l v ngha nu bn kim tra lu lng t SEO vi lu lng
t cng tc vin.
Ngun truy cp phi c duy tr ging nhau khi bn thc hin mt
cuc kim tra phn tch.
Hy trung thc v cng bng nht c th, v bn s thu c nhng
kt qu chnh xc.
348
Th nghim v theo di
Theo di khch gh thm

Vic theo di khch gh thm n t u c th em n cho bn
nhng d liu gi tr. Bn c th nhn thy ngun truy cp no ang
chuyn i sang khch mua hng v nn tp trung sc lc vo u.
C nhiu h thng kim tra ngoi kia, nhng Google Analytics
(www.dlwmmm.com/analytics) min ph v l s la chn tuyt vi.
N c th cho bn ci nhn tng qut tt v vic trang web ca bn
hot ng nh th no v nhng thng tin rt chi tit v lu lng
truy cp ca bn n t u.
Xc nh gi tr trn i ca khch hng

Thng qua vic theo di, bn s c th xc nh c phn ln
khch hng ca mnh n t u.
Phn ln li nhun m bn t c n t ln giao dch mua hng
u tin? Hay ln mua hng th 3? Hay phng thc thanh ton 6
thng mt ln?
Ngc li, bn c th xc nh c khu no trong quy trnh bn
hng lm bn mt khch hng. H thng ri b bn t u sau
khi xem trang bn hng, trang up-sell, hay sau khi bn gii thiu c
hi mua hng u tin?
C rt nhiu giai on trong sut qu trnh khin bn c th nh
mt khch hng ca mnh.
Khi bn khng ngng sit cht khu yu km v cng c, tng cng
khu mnh th bn s tit kim v kim c nhiu tin hn.
349
Gi tr trn i ca mi khch hng

Khi bn bit gi tr trn i ca khch hng (c bit nu sn phm
ca bn c th tiu dng c), bn s bit mnh c th chi bao
nhiu tin kim c nhng khch hng mi.
Nhn bit mt khch hng ng gi bao nhiu trong di hn l mt
thc o m mi cng ty u nn bit.
Ngay c khi s tin bn phi chi ra c c mt khch hng cao
hn khon tin h m tr bn trong ln mua hng u tin, nhng
nu bn bit bn c th ly li n (v nhiu hn) sau ny th y c
th l iu hp l.
Vic kinh doanh tun hon ca bn s mang li nhiu gi tr hn so
vi khon u t ban u.
iu ny cng mang li cho bn kh nng cnh tranh xa hn bt k
ai khng bit n thc o ny cho doanh nghip ca h.
350
Th nghim v theo di
Cc bc hnh ng
Thm m phn tch ca Google vo mt hay nhiu trang web
ca bn. Cng c ny hon ton min ph, ci t n gin v
n s cung cp cho bn tt c cc loi d liu tuyt vi c
theo
di.
To
ti
khon
ca
bn
ngay
by
gi
www.dlwmmm.com/analytics.
Thit lp cc cuc kim tra phn tch trn nhng trang thu
thp thng tin v trang bn hng. y khng phi l mt la
chn (m bn phi lm).
C rt nhiu tp lnh (script) ngoi kia c th gip bn thc
hin iu ny, mc d vy ti s ch ngh 2 la chn sau:
u tin l www.dlwmmm.com/optimizer, mt h thng kim
tra phn tch min ph tng thch vi hu ht h thng trang
web kh d dng.
Sau l www.dlwmmm.com/fusion, h thng kim tra phn
tch d s dng nht m ti tng thy. Ch mt c bm chut
l bn c ngay mt bi kim tra phn tch. Ngoi ra, vic
d dng xem cc s liu thng k cung cp cho bn cc thng
tin mi c cp nht s cho bn bit ci g ang hot ng v
ci g th khng. Vn duy nht l n ch hot ng vi
nhng trang c xy dng trong FusionHQ (mc d vy n l
1 im cng tuyt vi, bi vic khng cn m cng nh vic
ci t).
Hy ln k hoch lin tc kim tra v ci thin ngay khi c
kt qu. Nu c iu g cho php bn lm n by vic
kinh doanh t n tim nng ti a th chnh l kim tra
phn tch.
351
Chng 19
S Tht ng Ngc Nhin V Thnh Cng
V To Nn Mt Cng Vic Kinh Doanh
Bn Vng
"Ngi lnh o chn chnh c s t tin ng mt mnh, c lng can m
a ra nhng quyt nh kh khn v c lng trc n lng nghe nhu cu ca
ngi khc. Anh ta khng c sinh ra lm lnh o, m tr thnh lnh

o bi nhng hnh ng u t v mc ch chnh trc ca mnh."
V danh
352
S tht ng ngc nhin v thnh cng
S tht ng ngc nhin v thnh cng v to nn mt

cng vic kinh doanh bn vng.
iu quan trng l bn khng theo ui mt l tng khng c
thc, kiu nh m c chuyn hoang ng "tun lm vic 4 gi".
Nu bn ni chuyn vi bt c ai thnh cng, bn s thy h u lm
vic trn 4 ting mt tun.
Bn hon ton c th thit lp mt doanh nghip v ch lm vic 4
gi mt tun trong khi bn ang hng th mt k ngh mt di,
hoc thm ch s hu n nh mt ti sn v nh nhng ngi khc
qun l iu hnh cng ty thay cho bn.
Tuy nhin, nhng ngi thnh cng tht s lm vic hn 4 gi mi
tun, khng phi v bt buc, m v h mun nh vy. cng
thng l l do khin h tr nn thnh cng ngay t ban u.
Nu bn lin tc lm vic 4 gi mt tun k t thi im t c
mt mc thnh cng nht nh v mt ti chnh, bn s sm pht
hin rng vic tng trng thu nhp v nhn rng thnh cng ca
mnh gn nh l khng th. Kh nng l nu bn bung lng cng ty
cp ny, doanh nghip ca bn s b nut chng bi cc i th
cnh tranh khc ch trong sm chiu.
Vng, bn c th tn hng ngun thu nhp nh k - nhng hy
nh rng khng c g ko di mi mi. Bt c ai ni vi bn iu
ngc li hoc l khng thnh cng thc s, hoc l ni di.
5 b mt khc thng ca mt doanh nghip bn vng

1. Khng sn ui kt qu cui cng
Vic bn nhn thc c mnh ang nhm n mc tiu g l iu

nn lm, cng nh bn phi bit thi hn cui cng thc hin
v cc giai on quan trng t c mc tiu ca mnh.
353
Nhng bn cng phi bit c nhng cng vic thng ngy m

bn phi lm l g t c kt qu cui cng . Hy ngh v
nhng hot ng m bn phi thc hin hon thnh cc d n
ca mnh.
Nu bn khng thy hng th lm nhng cng vic thng ngy
th cha chc bn s t c kt qu cui cng ca mnh.
Lm nhng vic khng thch ch lm chng ta tn thi gian thm
m thi.
Nhiu sn phm trong lnh vc Internet Marketing bn cho
chng ta gic m v kt qu cui cng. V l do khin nhiu ngi
tht bi vi nhng loi sn phm ny chnh l nhng vic cn lm
i n kt qu tht chn ngt v bun t.
Doanh nghip trc tuyn ca bn s khng mang li kt qu nh
mong i nu bn khng hng th vi vic thc hin nhng cng
vic nh to nn cuc hnh trnh .
2. Lng am m
V c bn, lng am m phi tn ti bn c th tn hng c

qu trnh. Khi bn khng c am m v vic mnh ang lm, bn
s phi i mt vi mt trn chin cam go.
C nhiu con ng xy dng nn mt cng vic kinh doanh
trc tuyn bn vng v giu c. V th, bn hy chn cho mnh
mt con ng m bn cm thy c th tm c nim vui .
Mt trong nhng nhn t quan trng dn n thnh cng l s
kin nhn. Khi lm iu g vui v, bn s khng ch n qung
thi gian di phi b ra v c nhng hy sinh m bn phi chu
ng. Nim yu thch s lun bn cnh gip bn vt qua
bt k s xao lng no.
354
Bn cng thnh tht v nhng g mnh thc s yu thch bao

nhiu bn cng c c hi tin n gn hn vi mc ch chn
chnh ca mnh by nhiu.
V khi bn sng vi mc ch chn chnh ca mnh mi ngy, bn
s thnh cng nhanh hn nhiu.
3. Tinh thng lnh vc ca bn
ng b ta c cu Mt ngh cho chn cn hn chn ngh. Vic

tr thnh th ca tt c cc ngh m khng thnh tho bt k lnh
vc no thc s khng mang li gi tr g.
L ch doanh nghip, bn cn phi hiu r mi chc nng v b
phn ca cng ty. Tuy nhin, bn cn bit trng tm ca doanh
nghip cng nh vai tr ca mnh trong phm vi doanh nghip.
Lm mi th khng phi l cch bn c c mt doanh
nghip trc tuyn thnh cng.
Ngay by gi, nu bn khng bit k nng mnh cn thnh tho
hoc mc tiu nng ct ca doanh nghip l g, bn s d dng
b ri.
Bn cn tm hiu mnh s phi thnh tho nhng g v sau gn
cht vi n. Mt khi bn tng tn iu ny, bn s thc hin
cng vic hng ngy vi s r rng v c mc ch hn.
Khi c hi tm n, bn s c th nhanh chng quyt nh xem
liu n c ph hp vi bn v mc tiu ca cng ty hay khng.
Vic a ra quyt nh mt cch dt khot tuyt i c hoc
khng l rt quan trng. Ch khi bn tm ra mt kha cnh ca
doanh nghip m bn c th thnh tho, bn mi tr li c cu
hi trng tm ca mnh l g?.
355
4. Quy lut tc
Bn phi hnh ng mi ngy. K c khi bn cha bit mnh s i

v hng no th bn cng khng c ng yn mt ch.
Khng c hnh ng no l hon ton sai lm. Bt c hnh ng
no bn thc hin s u cho ra mt kt qu. i khi n mang
n kt qu nh mong mun, nhng i khi khng v s l
mt bi hc kinh nghim.
Nu bn thch kt qu , hy tip tc di chuyn theo hng m
bn ang hnh ng. Nu bn khng thch th n gin l hy th
mt hng i mi. Khi tch cc lm iu g , bn s nhanh
chng tm ra con ng ca chnh mnh.
Bit ng dng nhng g c hiu qu nhanh bao nhiu, bn s c
th gy dng nn mt doanh nghip trc tuyn bn vng nhanh
by nhiu.
5. Khng m m nhiu vic
Vic xy dng mt doanh nghip trc tuyn c th s b gy

xao lng.
Hy loi b bt nhng vic yu cu s ch ngay lp tc v lm
gin on cng vic m bn ang lm. ng tt c cc ng dng
khng cn thit trn my tnh m bn m d dng tp trung
vo cng vic ca mnh.
C nhiu d n cng mt lc l vic rt bnh thng. Bao nhiu
ngi trong chng ta ang lm vic nhiu hn 2 d n? C l hu
nh ai cng vy.
Nhng chng ta khng nn lm th.
356
Hy ch thc hin mt d n mt thi im. iu ny s cn s

rn luyn, nhng bn phi hon thnh n trc khi chuyn sang
d n tip theo.
Ci c gi l a nng ch lm phn tn s tp trung m thi.
Mt khi xc nh c th mnh then cht ca mnh, bn s d
dng nhn bit mt d n mi c ph hp vi mnh hay khng.
Nu mt d n mi xut hin ph hp vi th mnh ca bn
trong khi bn ang bn rn vi d n hin ti, th n gin ch
cn hi xem liu i tc c th ch cho n khi bn hon thnh
hay khng.
Thng th h s c th.
Vic tp trung cho php bn hon thnh nhng g bn bt u.
N cng gip bn kim tin nhiu v nhanh hn.
Thiu s kin tr?

Nu bn vn duy tr cng vic hng ngy ca mnh, c kh nng bn
s iu hnh vic kinh doanh trc tuyn tr vo bui ti. Nu
ngh vic, bn chc chn ang lm vic mit mi hng gi lin (t
nht 60-80 gi mi tun) c gng lm cho vic kinh doanh trc
tuyn ca mnh mang li hiu qu.
S kin tr l cha kha ca mi vn . Sau y l 3 b quyt:
1. ch vng vng
bao gi xung quanh bn ton l nhng ngi ch lun khin

bn nht ch? Khi bn giao lu vi bt k ai nh th, bn s b ko
li li vi h.
357
Nu mun thnh cng vi nhng g ang lm, bn phi giao lu

vi nhng ngi ang ni m bn mun n ang tn hng
nhng g m bn mun lm v c nhng g m bn mun c.
Khi bn t bao vy chnh mnh vi nhng ngi ang v tr
tng t m bn mun t c, bn s tin n v tr ca h
nhanh hn.
Khng c iu g tip thm sc mnh cho bn hn vic trong
cng ty ca nhng ngi c cng ch hng ni m bn c th
m rng v pht trin nhng tng mi cng h. Bn cng s
sm l mt phn ca nhm ngi thnh cng y. iu ny l do
h v tr cao hn v i trc bn nn h c th gip bn tin n
v tr .
Mt khi bn vt qua v tri nghim s thnh cng ca chnh
mnh, bn s pht trin vt ra khi nhm c v mun tm kim
iu g khc mt nhm ngi thnh cng hn v li tip tc
hnh trnh cp mi cao hn na.
2. Bit r l do ca bn
Khi bn hiu r nguyn nhn ng sau vic mnh lm th bn s

khng xao lng chng.
Hy t hi ti sao bn li thit lp mt doanh nghip trc tuyn?
Ti sao bn phi n lc tng gi? Bn ang lm tt c nhng iu
ny cho ai?
Vit ra bt c l do no (c ln v nh) m bn c th ngh n
lm cho vic kinh doanh trc tuyn ca mnh thnh cng.
Nu bn tng cm thy chn nn hoc nht ch, hy nhc nh bn
thn bng cch nhn vo danh sch nhng l do khin bn theo
358
ui cng vic kinh doanh trc tuyn. Vic c danh sch y s

thc y bn tin ln.
Bn c th vt qua mi tr ngi khi nhng l do ca bn ln
v mnh m.
3. Bt chc nhng ngi khc
Bt chc nhng ngi thnh cng khc, chnh xc hn l bt

chc ngi m bn mun tr thnh.
(Bn khng cn phi chn mt ngi, hy chn vi ngi v
khm ph ra nhng im chung ca h.)
Nhiu ngi thnh cng thch gip ngi khc. Tm hiu xem
h s dng nhng ti tiu no v nghin cu chng.
Trong khi bn khng th trng ch vo vic s ng dng chnh
xc nhng bc m h lm, bn c th ly tng qut v hn
ch nhng li lm m h mc phi.
iu ny s gip bn tit kim thi gian, cng sc v tin bc.
6 cch tng li nhun rng ca bn

C mt s vn kinh doanh c bn ng vai tr then cht i vi
bt k doanh nghip thnh cng no (truyn thng hay trc tuyn).
Hy nhn qua nhng iu sau y v xt xem bn c ang yu km
kha cnh no khng, hoc bn c th lm g ci thin chng. B
quyt l tit kim thi gian v/hoc tin bc bt c khu no bn
c th, nhng tuyt i khng lm nh hng n cht lng hoc
dch v.
1. Ti u t kinh doanh
Khi bt bt u kim ra li nhun, hy u t chng tr li vic

kinh doanh. Ti nh nhng ngy u mi khi nghip, khi kim
359
c mt s tin t i, ti ho hc n mc n lc khng
tiu xi hay thi bay n.
Khi bn u t li nhun tr li vic kinh doanh, doanh nghip
ca bn s pht trin nhanh v sm to ra nhiu li nhun hn.
2. Gia tng khch hng tim nng
Bn cng c nhiu khch hng tim nng th cng c c hi kim

c nhiu tin hn, tuy rng khng phi cc khch hng tim
nng u nh nhau (nh tho lun trc y).
y c th l phm vi tp trung cui cng v nhng phn cn li
ca quy trnh bn hng cn c ti u ha trc tn dng ti
a nhng khch hng tim nng thm ny.
Mt khi quy trnh c hon thnh v vn hnh vi k hoch ph
hp m rng chin lc thu ht khch hng tim nng, hoc
to ra v th nghim nhng ci mi (xem phn lu lng truy cp
ca cun sch ny c thm tng).
ng thi xem xt cc chin lc khch hng hin ti gii
thiu thm khch hng mi. S gii thiu t nhng khch hng
hi lng khng mt ng no c v thng s mang li hiu
qu nht.
3. Ti u ha t l thu ht khch hng
Vic s dng kim tra phn tch tt s gip ti u ha t l thu

ht khch hng. y l cch n gin nht gia tng li nhun
rng m khng cn u t (nu s dng mt h thng kim tra
phn tch tt) v tn t thi gian.
Hy th nhng tiu , mu, bi qung co, video, hnh nh, quy
trnh bn hng khc nhau...Mi yu t s c kh nng tc ng
n t l t l thu ht khch hng d t hay nhiu.
360
Vi cch no i na, mt khi bn c kt qu v bit iu g

hot ng tt nht, hy gi n li v tip tc kim tra cc yu
t khc.
Trong cun sch ny c rt nhiu tng thu ht khch hng m
bn c th th nghim. To ra mt h thng hoc chu trnh
m bo rng bn lun th nghim.
4. To ra cng vic kinh doanh tun hon
Vic bn cho mt khch hng hi lng l cch d dng nht.

Phn ln cc doanh nghip dnh rt nhiu thi gian, cng sc v
tin bc tm kim khch hng mi. Trong nhiu trng hp,
tng chi ph cho vic c c mt khch hng ln hn li nhun
kim c t ln giao dch u tin.
Nu bn khng c g bn cho khch hng na, bn ang b
l phn ln li nhun tim nng. Hy tm cch tng thm gi
tr cho ln mua hng u tin ny.
Tt nhin, vic lun khin cho h hi lng vi mt sn phm cht
lng tt v dch v chm sc khch hng xut sc s lm cho ln
bn tip theo d dng hn nhiu.
Nu khng thc hin c nhng iu ny, bn s kh lng c
c bt k cng vic kinh doanh tun hon no.
5. Gim chi ph tm kim khch hng
Mt cng thc n gin, nu bn gim chi ph cho vic tm kim

mt khch hng, li nhun s tng ln.Tuy nhin iu ny khng
c ngha l bn chi rt t cho vic tm kim khch hng mi.
B chi ph c c mt khch hng mi thng l mt phn
khng th thiu ca vic kinh doanh. tng y l bn hy
bit cn i ngn sch ca mnh sao cho hiu qu nht.
361
V d nu bn ang s dng PPC, c rt nhiu b quyt chi t

tin hn cho nhng khch hng gh thm trang web. Bn c th
phi cn hc thm nhng chin lc cao cp hn trong PPC, mua
mt vi phn mm h tr hoc thu ngi qun l cc chin dch
cho bn.
6. Gim chi ph chung
Chi ph chung l nhng chi ph tng hp vn hnh vic kinh

doanh ca bn. N bao gm chi ph in nc, thu vn phng,
ha n in thoi, h thng my ch, dch v tr li th t ng
v nhn vin...
Hu ht i vi nhng ngi mi kinh doanh, h s khng c
nhiu tin lng ph cho nhng khon ny. Nhng y l khon
tin quan trng.
Nhng chi ph ny s tc ng n li nhun ca bn.
Ti ngh bn nn n tng chi ph chung vi thng mt
ln v xt xem c nhng dch v, hi ph no m bn khng cn
na, v c ci no bn c th tn dng tt hn hay khng.
Lu : Khng bao gi c gim chi ph chung lin quan n cht
lng sn phm hoc dch v khch hng. Trong ngn hn c v
nh l cch tit kim, nhng v lu di, n s ch lm bn tn
km hn m thi.
3 cch d dng tng nng sut ca bn

1. B i nhng vic vn vt
C rt nhiu cng vic lt vt phc v cho nhng mc ch nh.

Nhiu ngi s dng chng nh mt ci c tr hon nhng
cng vic quan trng.
362
V d, hp th in t ca bn. Ti cn nh mnh nhn c

hng trm th in t mi ngy. Mt cng c lc th rc tt h
tr ti rt nhiu, nhng vn c khong 40 trong s khin ti
phi lu tm.
Ti s dng Gmail phn loi t ng v lu tr email, v vy ti
thm ch khng cn phi nhn n chng. Vic lu gi nhng h
s nh cc ha n thanh ton PayPal l vic quan trng, nhng
ti khng cn phi xem chng.
y l mt quy trnh nh nhng gip ti tit kim c kh
nhiu thi gian mi ngy. V ti cng khng cn phi thu th k
ring khi m vic ci t mt quy trnh t ng n gin khng
tn mt chi ph no.
2. Ci tin quy trnh ca bn
Hy nhn vo nhng quy trnh hoc h thng hin ti ca bn.

c th l vic xy dng sn phm, gii quyt khon hon tr hoc
to ra mt trang web mi.
Nu bn khng c mt quy trnh, bn c th s tiu tn tin bc,
thi gian v nng lng mt cch khng hiu qu.
Hy tm cch tng tc giao tip, t ng ha nhng vic nh
mang tnh cht lp i lp li, hoc loi b nhng khu khng
cn thit.
3. y quyn, y quyn v y quyn!
Bn c th khng ngh rng mnh c kh nng lm iu ny.

Nhng thc s th bn khng th c kh nng lm nhng vic m
bn khng nng lc.
Vng, n c th gip bn tit kim tin, nhng s khin bn tn
nhiu thi gian hn m cht lng thu v li km hn.
363
Vic thu mt ngi c tay ngh s m bo thi gian ca bn

c dnh cho nhng vic ng chuyn mn. Hy nh rng mc
tiu di hn l gip bn lm vic trn doanh nghip ch khng
phi trong doanh nghip ca mnh.
Nu khng c kh nng thu ai , hy tm kim ngi c th
cng hp tc v chia chi ph, hoc mt nh u t cho doanh
nghip ca bn. Hy nh rng, 1% ca 100 ngi vn tt hn
nhiu so vi 100% ca mt ngi.
Gii phng bn thn khi cng vic kinh doanh

Khi bn gia tng nng sut cng vic kinh doanh nhiu nht c th,
lc bn c th bc li li so vi doanh nghip ca mnh.
Tht nguy him nu chnh bn thn bn l cng vic kinh doanh.
Ti xin nhc li...tht nguy him nu vic kinh doanh qu ph thuc
vo bn.
V ma mai thay, rt nhiu ch kinh doanh ri b cng vic lm thu
tm kim t do bng cch lm thu cho chnh mnh, ri sau
nhn ra rng h thm ch c t thi gian hn trc .
Khi mi bt u, vic bn dc ht tm lc cho cng vic l iu cn
thit v d hiu. Nhng xt v lu v di, nu bn vn tip tc nh
th th tht l di dt.
Chng c l do g lm nh vy c.
Bn c th vn mun tham gia iu hnh vic kinh doanh, hay thm
ch dnh nhiu thi gian cho n, nhng y ch nn l s la chn.
Cch duy nht bc li li khi vic kinh doanh m khng khin
n suy yu l thit lp cc quy trnh m ti cp cc phn
trc; v thu ngi ph hp m nhn tng v tr .
364
Mc tiu cui cng nn t ra l bn c th ngh ngi mt vi thng

v trnh xa khi cng vic bt c lc no. V khi tr li, vic kinh
doanh vn c th to ra li nhun nh thng hoc thm ch nhiu
hn so vi trc khi bn ri khi n.
Cng ty nn c thit lp tip tc to ra li nhun, d bn c
mt hay khng.
Vi cch ny, nu trong tng lai c xy ra iu g ti t, bn cng
khng cn phi lo lng cho bn thn hoc gia nh mnh.
Thm ch nu bn khng cn thy hng th vi vic kinh doanh na
v cn tin lm vic khc, lc ny bn c nn tng vng chc
bn i doanh nghip ca mnh.
Mt bao lu mi c th kim c tin?

C rt nhiu bin s nh hng n thi im bn c th kim ra
tin v t c khon thu nhp mong mun.
ng nn chy theo nhng gic m "lm giu nhanh chng".
Thng th ngi ta rt d nghe theo nhng li ha hn l c th
kim c tin trong mt khong thi gian ngn.
iu ny vn c th xy ra vi mt s t ngi nhng c l ch
trong khong t 4 n 6 thng. i vi s ng cn li, qu trnh ny
phi mt t 4 n 6 nm, hoc thm ch cn lu hn na ch t
c im ha vn.
Vic khng to ra li nhun trong khong 2-3 nm u khi nghip
l iu bnh thng (thm ch trong khong thi gian ny bn c th
b l).
C mt l do khin phn ln nhng ngi mi kinh doanh tht bi.
l h t b qu d dng.
365
C l bi v vic t b d hn vic tip tc bc ti. Hy tin ln pha

trc v ch lng nghe nhng ngi ng vin, khch l bn. Thm
ch k c khi ch c mt mnh bn.
Hy nhn vo nhng g m bn t c khi khng ngng n lc
thnh tho vic kinh doanh trc tuyn ca mnh.
Nhng mi quan h v bi hc kinh nghim c th s khng lp tc
bin thnh tin. Nhng, dn dn theo thi gian, nhng ngi m bn
gp g, nhng th thch m bn vt qua s to ra li nhun.
im cn lu
Khi bn ang trong giai on "chuyn i", mi th s din ra
chm ri. D bn c b vic hay tip tc gn b vi n, bn s phi
thch nghi vi cch suy ngh mi t c thnh cng trong vic
kinh doanh trc tuyn ca mnh.
Bn s phi n lc nhiu hn v b no ca bn ang u tranh
chp nhn v sau thc hnh nhng nim mi ny.
giai on u, bn s phi u tranh vt qua ht tr ngi ny
n tr ngi khc. Khong thi gian ny l s kim tra v th
nghim. V cng chnh lc ny hu ht mi ngi b cuc.
Hn bao gi ht, y l thi im bn phi n lc khng ngng
tin ln pha trc.
Nu bn duy tr c iu ny, mi th s i vo qu o v mang
li kt qu ban u. Khi mi vic tr nn d dng hn, bn c th th
gin mt cht.
Nhng c th s phi mt mt khong thi gian na trc khi bn
t c bc t ph ln trong s nghip kinh doanh ca mnh.
Bc t ph ny ch xy ra khi vic kinh doanh ca bn c gy
dng trn nhng nn tng vng chc.
366
Cc bc hnh ng
Gim chi ph. Hy xt li cng vic kinh doanh xem bn c
ang lm tht thot tin bc khng. Hy dng ngay bt k hot
ng qung co no khng em li hiu qu, loi b nhng i
tc hoc dch v khng cn ph hp v kim tra m bo
rng cc khon chi ph nh k hng thng l hp l.
Gia tng s lng khch hng. Kim tra li chin lc thu ht
lng truy cp v k hoch marketing. Bn c th lm g ci
thin nhng yu t ny v khin chng hiu qu hn? Bn c
th ng dng nhng chng trnh no khch hng hin ti
gip bn gii thiu khch hng mi? Lun lun c vic g
bn c th thc hin, v th hy m bo rng bn xc nh t
nht l 10, sau chn li 3 vic c tc ng mnh m nht
vi lng thi gian ngn v s tin u t t nht. Cui cng
hy thc hin n.
Gia tng mc li nhun trn mi giao dch bn hng. C cch
no gip bn nng mc gi trong khi vn duy tr nhng gi tr
tuyt vi cho khch hng khng? C th bn cn ngh n
phng n tng thm gi tr cho sn phm vi chi ph thp
hoc khng tn chi ph. Bn cng c th cn nhc phng n
kt hp nhiu sn phm hoc dch v vi nhau lm tng gi
tr trung bnh trn mi giao dch.
To thm nhiu vic kinh doanh c kh nng tun hon. Bn
c th cung cp thm g na khng? Lm sao c th tng s
tha mn khch hng h mun quay tr li? Sn phm,
dch v no bn c th gii thiu hng tin hoa hng?
Xem xt li vic kinh doanh ca bn. Khu no bn c th t
ng, h thng ha v y quyn c? Thi gian l ti sn qu
gi nht. Cng c nhiu thi gian t do, bn cng c th u t
367
Cc bc hnh ng
n vo vic m rng quy m kinh doanh, sum hp vi gia nh,
theo ui nhng s thch c nhn hoc cc nim vui khc.
t nht hy tm ra ba cch gim lng thi gian m bn tham
gia vo vic kinh doanh v thc hin n ngay lp tc.
Lm r mi vn v thc hin li
By gi bn hon thnh xong cun sch ny, hy quay tr
li ban u v bt u li, ln ny bn c th thy rng mc
tiu ca mnh thay i.
368
Chng c Bit
"Thnh cng l iu quan trng nht vi rt nhiu ngi. Nhng vi ti,

ch l mt phn thng."
Lucas Grabeel
369
Hai chng c bit

cun sch ra mt c gi sm nht c th, chng ti khng c
thi gian hon thnh 2 chng cui cng. Chng th nht c
l l quan trng nht, bi xt trn nhiu phng din, n gip cho
vic kinh doanh ca bn khi sc ngay t bc u tin.
Gii thiu sn phm
Mt k hoch gii thiu sn phm cn thn, t m s mang li cho
cng ty bn mt khon li nhun tng i. Nhng quan trng hn
l n s gip cho sn phm ca bn c nhn bit, xy dng hnh
nh i din ca c nhn hoc cng ty, xy dng c s d liu v
khch hng tim nng phc v cho cc chng trnh qung co
khc trong tng lai.
Thng th cc chin dch ra mt sn phm thnh cng him khi xy
ra ngu nhin. Tht tuyt vi l c nhng l lun khoa hc pha sau
n m bn c th hc theo mt cch d dng.
Chng th 2 l mt phng php kh th v gip bn c th kim
c ngun thu nhp nh k bng cch tr thnh nh cho thu bt
ng sn o. y l mt m hnh kinh doanh c kh nng tng
trng mnh v em li cho bn cc khon li nhun bt ng
nhng nh ng ni cho ai bit nh.
c 2 chng c bit ny, mi bn truy cp vo a ch:
www.KiemTienQuaMang.vn/thanhvien
Chc bn t c nhng iu tt p nht vi s n lc ca mnh
v thnh cng trong s nghip kinh doanh online.
Thn mn,
Leon Jay
370
Chng c bit
1 thng s dng min ph ti khon

FusionHQ
Tn dng c hi s dng FusionHQ trong vng 1 thng m khng b
tnh ph cng nh khng chu bt k trch nhim no.
Cng c xy dng Phu Bn Hng ko v th: cho php bn ti a ha li
nhun bng cch to ra cc quy trnh Up-sell v Down-sell m khng cn
bt c kin thc no v m hay phi tr ph cho lp trnh vin.
Cng c xy dng trang web: cho php bn to lp trang web cho ring
mnh hoc cc trang thnh vin vi cc ni dung c thit lp sn thi
gian v qun l thnh vin t ng.
Kim tra phn tch ch vi mt c nhp chut: cho php bn kim tra v o
lng nhng yu t ang thc s hot ng m khng cn phi n lc nhiu.
H thng cng tc vin: cho php bn xy dng mt i ng cng tc
vin hng lu lng truy cp mc tiu vo trang web ca bn m
khng phi chu bt k khon ph tr trc no.
H thng tr li th t ng: cho php bn xy dng danh sch khch hng
vi s lng khng hn ch, d dng phn loi cc danh sch m khng cn
n dng m no c.
H thng lu tr m my min ph: em n cho bn s la chn vng
chc nht khi xy dng cng vic kinh doanh online ca mnh. Vi y
kh nng m rng v cho php lu tr tn min khng gii hn, y chnh
l s la chn ca nhng ngi kinh doanh chuyn nghip.
Khng cn n nhng nh thit k, lp trnh vin, FTP, HTML, CSS
hay cc vn hc ba v k thut. Gip bn tit kim chi ph thu
ngoi, ph dch v v c nhng sai lm tn km.
Bn s t mnh khm ph ti sao FusionHQ ngy nay ang tr thnh s la
chn tt nht cho hot ng kinh doanh online trn ton th gii.
truy cp min ph trong vng mt thng v bt u kim tin ngay hm
nay, hy truy cp: www.dlwmmm.com/fusionhq
371
Li nhn xt
S au 2 thng s dng FusionHQ, tt c nhng g ti th ni l

WOW! Phn mm Internet Marketing ny thc s tuyt vi! C
mi ln dng n ti li pht hin ra cc phng thc mi kim
tin online. By gi ti c th qun l v thanh ton tin cho cc
cng tc vin, kim sot sn phm, danh sch email, to ra nhng
trang thnh vin hon chnh, trang bn hng n l hoc nhng
phu bn hng phc tp vi cc bi kim tra phn tch, thit k cc
trang web n gin hoc hon chnh v cn nhiu, nhiu hn na.
Ti c th lm tt c m khng cn vit mt on m code no!
FusionHQ thay i cch ti iu hnh cng vic kinh doanh
online ca mnh.
Philippe Boivin
www.PhilB.com
y qu l mt trong nhng th tuyt vi nht m ti tng bit

n k t khi bt u kinh doanh online! FusionHQ gii quyt
vn ln nht - nguyn nhn khin nhng ngi mun kim tin
online phi nn ch... l vn k thut. Phn mm ny hon ho
i vi bt k ai mun qun l v xy dng trang web ca h d dng
t mt nn tng trung tm. Ti thc s thch FusionHQ v xut
n cho nhng ai mun thit lp mt cng vic kinh doanh trc tuyn
bn vng .
Ran Aroussi
www.Aroussi.com
F usionHQ l mt trong nhng nn tng mnh m nht m ti

tng thy. N rt ng tin cy, ti c th linh hot x l mi vn
v nhng trang web c lu tr trn my ch ca ti l mt u th
372
Li nhn xt
ln (iu ny c ngha l ti ton quyn kim sot m khng s

trang web ca mnh b bin mt).
D bn l ngi mi bt u hay l mt chuyn gia marketing cp
cao, hy th s dng nn tng ny. Mi vn v k thut u c
t ng ha v gip ti tit kim c rt nhiu thi gian.
JP Schoeffel
www.CreativeNicheManager.Com
T hc ra m nitrc khi s dng FusionHQ, ti thu mt

lp trnh vin tch hp 5 h thng khc nhau m chng vn khng
hot ng tt.
Chng trnh ny khng c trc trc, mnh khe hay k h
g c.
FusionHQ l s la chn cui cng ca ti trong b cng c ng
dng dnh cho cc chuyn gia Internet Marketing.
Greg Jacobs
www.WPMage.com
G im bt 72 gi b tra tn v k thut
Vic thit lp cc trang marketing cao cp qu tht mt vn ht
sc au u. Bn bit khngnhng loi hnh thng mi in t
sinh li l nhng ni bn c th ci t tt c cc hnh thc upsell
(bn hng khc gi cao hn), downsell (bn hng khc gi thp
hn), v cross-sell (bn km sn phm).
Tt nhin, c mt vi chuyn vin marketing cho cc doanh nghip
ln c gng p ng c yu cu ny, nhng khng may, sn phm
khng th s dng c v cui cng nh phi quay li thc hin
mt cch th cng.
373
Khng bit ti v nhm k thut ca mnh tri qua bao nhiu

m c gng ci t mt trang upsell vo quy trnh bn hng. S
tht l ti mt 2 m khng ng ch thit lp mt trang thu
thp thng tin t hi!
V th bn c th tng tng c s vui mng ca ti khi tnh c
bit n FusionHQ. L mt chuyn gia Marketing dy dn kinh
nghim tng thy qu nhiu li qung co cng iuban u
ti rt nghi ng.
Tuy nhin, nn tng ny khin ti phi kinh ngc khi n hot ng
nh mt gic m. Ci t v s dng, to cc trang upsell ch vi mt
c nhp chut, thi gian ng ti nhanh chng v s tht l bn
khng cn thm mt lp trnh vin t no thc hin nhng
chc nng tng t nh FusionHQ na.
Nu bn l mt nh tip th cao cp ang thc s kim tin online,
bn s d dng thy c nhng gi tr to ln m FusionHQ c th
mang li cho quy trnh bn hng cng nh phu thu ht khch hng
ca bn.
Bn s mt trung bnh khong 72 gi thit lp nhng tnh nng
tng t trn mt nn tng khc. Nhng FusionHQ gip bn tit
kim c 72 gi qu bu ny.
V th, hy s hu n ngay by gi trc khi i th ca bn tm ra
v ng dng nn tng tuyt vi ny trc bn!
Kenneth Yu
www.SalvationSystem.com
374
Cc ti nguyn thnh cng
Cc Ti Nguyn Thnh Cng
375
Cc Ti Nguyn Thnh Cng c Xut

Cng c
Nghin Cu Th Trng Ngch:
Cng c t kha ca Google - www.dlwmmm.com/keyword
H thng theo di:
Cng c phn tch ca Google - www.dlwmmm.com/analytics
Mng li cc bi vit (Articles Network):
Unique Article Wizard - www.dlwmmm.com/uaw (S la chn s 1)
My Article Network - www.dlwmmm.com/man
Ti u ha b my tm kim (SEO):
SEO Book - www.dlwmmm.com/seo
Traffic Travis www.dlwmmm.com/travis
Nn Tng Kinh Doanh Online:
FusionHQ - www.dlwmmm.com/fusionhq
Phn Mm:
Audacity
(bin
tp
www.dlwmmm.com/audacity
audio
min
Sound Forge (bin tp audio chuyn nghip) www.dlwmmm.com/soundforge

Camtasia (quay mn hnh/bin tp video) www.dlwmmm.com/camtasia
376
ph)
Sony Vegas (bin tp video) - www.dlwmmm.com/vegas

MDT (ng dng pht trin t duy min ph) www.dlwmmm.com/mdt
Dch v
H thng lu tr:
Hostgator - www.dlwmmm.com/host
Cool Host - www.dlwmmm.com/cool
H thng tr li th t ng:
iContact - www.dlwmmm.com/icontact
aWeber - www.dlwmmm.com/aweber
Ti khon thng nghip:
PayPal - www.dlwmmm.com/pp
ClickBank - www.dlwmmm.com/cb
Authorize.net - www.dlwmmm.com/authorize
ha
Kho hnh nh s dng cho th cho hng/trang web:
iStockPhoto - www.dlwmmm.com/istock
123RF - www.dlwmmm.com/123
377
Cc dch v thit k ha
99 Designs - www.dlwmmm.com/99
Thit k ba in t vi Photoshop (ba ebook...)
Photoshop Action Scripts - www.dlwmmm.com/actionscripts
o To
Marketing Trc Tuyn:
Rapid Video Blogging (ti liu min ph) www.dlwmmm.com/rapid
Cashvertising (ngh thut vit qung co) www.dlwmmm.com/copybook
FusionDojo Marketing Blog - www.dlwmmm.com/dojo
Thit B
Sn xut Video/Audio:
Yeti USB Microphone - www.dlwmmm.com/yeti
Wireless Microphone - www.dlwmmm.com/wirelessmic
My nh Canon 60D DSLR - www.dlwmmm.com/60d
HD Webcam - www.dlwmmm.com/webcam
H thng nh sng - www.dlwmmm.com/lights
n bn - www.dlwmmm.com/desklights
378
Kha Hc Trc Tuyn (tr gi $197)

gip bn tt hn ti thit k chng trnh o to trc tuyn 7
ngy Khi Nghip Kinh Doanh cng Internet Marketing minh ha
tng bc cch xy dng mt cng vic kinh doanh trc tuyn.
Chng trnh bao gm:

3M b mt dn n thnh cng m bn phi xc nh trc khi bt u
kinh doanh trn Internet.
Nghin cu th trng v phn tch i th cnh tranh. Lm th no
sn phm ca bn tr nn khc bit?
Thit k trang web trong vng 15 pht m khng cn cht kin thc no
v IT...
Xy dng h thng Internet Marketing nhm gia tng lng khch hng
ln mi giy.
Thit lp h thng chm sc khch hng t ng.
Tng thm cc phn mm, ti nguyn min ph - tt c nhng g bn cn
c th bt u kim tin ngay hm nay!
n gin ch cn truy cp www.KiemTienQuaMang.vn/KhoiNghiep
c th ng k min ph ngay by gi...
379
Nh xut bn Lao ng X hi
Ng Ho Bnh 4, Minh Khai,
Hai B Trng, H Ni
T: 04.3246920 Fax: 04.6246915
Chu trch nhim xut bn: Nguyn Hong Cm
Chu trch nhim ni dung: V Anh Tun
Bin tp: inh Thanh Ho
Sa bn in: Bi Thu H
Ba: Nguyn V Thin Thanh
Trnh by: Nguyn Th H
In 2.000 cun, kh 16 x 24 cm ti Cng ty TNHH In TM&DV Nguyn Lm.
Giy chp nhn ng k k hoch xut bn s: 83-2012/CXB/114-318/LXH.
Quyt nh xut bn s: 229/Q-NXBLXH.
In xong v np lu chiu qu III-2012.
380

Lam It Hon Kiem Nhieu Tien Hon

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Li cm n

kim NHIU tin hn

LM T HN, KIM NHIU TIN HN

Chng ti lun mong mun nhn c nhng kin ng gp ca qu v c gi

DO LESS WORK, MAKE MORE MONEY

LM T HN, KIM NHIU TIN HN

tr chi mang tn Cuc sng. Cuc sng c l l cuc chi l th nht,

na, hy chi vi mc ch v am m...

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Chng 14. Chin Lc Marketing Tt Gip Loi B

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nhiu ngi c kh nng dung ha c gia kinh doanh v o c

V tc gi: Leon Jay

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3 thng k tip, ti quyt nh m thm 2 chi nhnh 2 tnh khc, lc ny ti

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FusionHQ ti sVit Nam, thng lng c cc gi sn phm dnh ring

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ny chc chn xy ra khi c rt nhiu ngi cng ang li dng

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n gin khng phi l nim am m ca bn, hy th xem xt

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Bn c th to n by cho vic kinh doanh ca mnh bng cch

Ch cn mt chic my tnh kt ni internet l bn hon ton c

LM T HN, KIM NHIU TIN HN

Ngoi ra, bn cn cn mt tn min (v d:

Khng nh nhng g bn ngh, bn khng cn phi l mt lp

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Ti bit rt nhiu chuyn gia marketing thnh cng khi vn cn

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LM T HN, KIM NHIU TIN HN

y l mt thay i c ch ch nhm gip bn t c mt cuc

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t vic t thanh ton, giao nhn hng ha, n chm sc khch

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