About Dean Martin

I help businesses, both online and offline increase their customer exposure using new media marketing techniques. I'm an old guy by internet terms as I've been doing this for over 15 years. I hope you find something of value in my rantings and ravings on various blogs and social media.

WordPress Child Theme

Wouldn’t it be great if you could create a custom theme for every site you build, every client site you build and have it automatically updated with the latest security fixes directly from WordPress themselves?

Thankfully, you can and it’s a very simple process. In fact, WordPress designed their platform so that any of us, with only a few simple steps, can use a robust basic theme and make as many or few changes as we’d like. When the basic theme is updated it keeps all of our customization intact.

The following video shows how to do it with the twentyeleven theme but it is just as easy to do with any theme you want to use. I am currently using twentytwelve that comes standard in the WordPress install.



How To Set Up A Podcast Feed

A great marketing tool to use for your business is to transform your articles into audio files or interview experts in your field and provide those audio files to your niche as a podcast feed.

We’ll assume you already know how to record and save your audio as an .mp3 file. We like to use WordPress as a platform for our podcasts and for the last 4 we created we also used a plugin from the folks at Blubrry.

This first video shows you the steps we take in setting up WP and the plugin configuration settings.

The second video shows how we actually add the podcast entries and .mp3 file fields along with testing the RSS feed and some additional configuration settings.

Coming soon will be the steps to submit your podcast to itunes.

If you want to see what this looks like in real life check out http://youvegotfiveminutes.com/ and the feed on itunes

Tagging On Facebook – The Magical @ Sign

Many of you have asked about what Facebook tagging is all about and how to use the @ sign in your updates.

The @ sign is a nomenclature that is taken from Twitter land and Facebook simply uses it to create links to and tie together references to other pages.  In the same way that you would use a hyperlink on the web so that people could click through to the web page you are referring to, Facebook uses tagging but goes one better.

Not only does Facebook create a link in your update, that also post that exact same update on the other person or fan page wall.  This allows everyone who is friends with the person you tagged or has ‘liked’ the fan page you are referring to the opportunity to see an update that you created.

This is just another way to multiply your exposure.  You may only have 400-500 fans on your particular page, but if you create an update and in that update tag a fan page with several thousand fans, your update is potentially seen on that page and the walls of all the fans of that page.

How Can You Use This?

For local business, I will mention upcoming Chamber of Commerce events and tag the chamber.  Look for non-profits or civic organizations that are celebrating something and congratulate them in an update – tagging them in the process.

Find ways to congratulate influential people in your market niche and tag them.  If you have an event that you participated in and took photos of, put them online and tag individuals in the photo and also their name in the update.

Here’s a video that shows exactly how the tagging process works:

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Offline Social Media Hotsheet – Ultimate Plan For Offline Marketers

Unless you’ve been living under a rock the last couple of years you know that social media and especially Facebook have become super hot items.  Much like the perfect storm, Facebook began just about the time that smart phones became popular and suddenly, people could upload photos and videos right from their phone, see where their friends are and what they are doing 24/7, etc.  With such incredible growth, huge popularity and user base, businesses are scrambling to figure out how to use it for marketing purposes.

Download The Offline Social Media Hotsheet

I receive trade magazines from several different business segments and every one of them have been encouraging their members to integrate social media into their marketing strategy.

Unfortunately, the businesses that can benefit most from social media are the ones that are so called ‘boring businesses’ and don’t provide enough visual interest or social buzz to enable friends to share with others.

Let’s begin by looking at social media and why it is such a powerful platform.  All of the platforms work on somewhat the same principle, but we’ll look specifically at Facebook since it has the largest user base.

Time For Some Mathematics

Download The Offline Social Media Hotsheet

When a user joins Facebook they actually start a personal profile.  This profile includes their photo, information about themselves, videos they may upload that they find interesting, photo albums of their friends or family, etc.  This profile also includes what is called a ‘Wall’.  This wall can be thought of as kind of a personal news feed.  Individuals can update their own news feed (talk about their day, somewhere they’ve visited, post a photo they took, etc.).  All their ‘friends’ will then see everything in this news feed.  They can also write something, post a photo, video or web link on their friend’s wall which that persons ‘friends’ then also see.  Let’s assume each of these people have 500 friends.  Every time either of them posts something on each other’s wall, both sets of friends will see it (thus 1000 people).

Now let’s take it to the next level.  Facebook allows people to ‘tag’ themselves or their friends in photos (basically assign a name to the face in the photo).  So, let’s say that I upload a photo of 10 of my friends and ‘tag’ each of them.  For simple math sake we’ll say that everyone has 500 friends.  Instantly, my photo is in front of 5000 people.  Wall posts, photos, videos, web links, etc. can also be ‘liked’, commented on or shared.  Because my photo is incredibly funny, besides the 10 people that I tagged in it, 90 other people (those friends of friends) who saw it either made a comment about it, shared it or ‘liked’ it.  Now, I’m in front of 50,000 people.  Of course, there are going to be a number of those people who are ‘cross pollinated’ so to speak or have the same groups of friends but even given that fact I can reasonably get in front of 10-20,000 people fairly easily.

Offline Marketing – So Easy A Caveman Could Do It!

Well, not really – but it is one of the quickest ways for a new internet marketer to start making some income.

I was on one of my favorite marketing forums the other day (Earn 1K a Day) and one of the members was recounting a recent conversation with his ‘regular job’ boss and they began to discuss using the internet to market several of their products.

Offline Marketing To Local Business

Offline Marketing Webinar

My friend proceeded to talk about landing pages, email autoresponders, Facebook business pages, social media, backlinking, etc.

His co-workers were astounded at the amount of knowledge he had and began to pick his brain on various subjects and what they could do to begin implementing some of the ideas.

The truth is that as an internet savvy marketer you have skills and techniques that brick and mortar business owners want, need and are willing to pay significant amounts of money to have you implement.

*** Check Out The Free Offline Marketing Webinar***

It is certainly nice to build and promote 100 or so affiliate sites that each bring in $20-50 a month revenue but with just a little more work (and some personal salesmanship) you can have 30 or so offline clients and charge $300-500 and even more each and every month.  You’ll probably need to outsource some of your work so it won’t be 100% profit, but with 5 figure stable income each month you have a great business model to build off of and add more geographic areas and niches.

Also, as you build your outsourcing team you can use them to further build out and promote your own affiliate sites and strengthen that portion of your business model also.  To learn more about profiting from offline businesses check out the webinar link below

*** Check Out The Free Offline Marketing Webinar***

Online Profits Secrets – It’s All In The Details!

I get emails all the time – “I’ve tried this technique” or “I’ve tried that technique” and nothing seems to be working.  They are frustrated because they feel like the techniques they’ve been taught just do not work.  It’s not that the techniques do not work, the problem is that someone has failed to tell them the real secret.

Creating a profitable business (online or offline) is a lot like cooking the perfect Brisket!

Online Profits Secrets - The Perfect BrisketI love to cook.  I may be good – I’m probably not – the truth is that 100 people can make a recipe and you’ll see the typical bell curve results.  Ten percent or so will be excellent, 10% will be inedible and the remainder will be average and elicit no real response good or bad.

Relating this to business – if you’re in that top 10% your customers are going to become raving fans and tell all their friends about you providing fabulous free advertising and making your business an instant success.

If you’re in that bottom 10% there’s absolutely no way you’re going to make it in this business niche until you improve your skill set or change business model.

If you’re that average guy in the middle you are going to need to do some incredible marketing / advertising / awesome promotions to generate enough traffic to overcome the ‘averageness’ of your product.

What does this have to do with Brisket?

Unless you’re a barbeque aficionado you may have never even eaten a great brisket.  It’s a cheap cut of beef that’s (without proper handling) tough and almost inedible.  However, hit a great New York deli and ask for corned beef or pastrami and you’ll soon know how a master craftsman can take a cheap cut of beef and turn it into perfection.

Or visit a BBQ competition and taste the perfectly smoked brisket and you’ll know that it is indeed the details that make the difference between poor / average and “the most delicious bite I’ve ever had”.

Are You Willing To Do The Work?

I had read about great BBQ – I even tasted great pulled pork in Memphis many years ago but never knew that it could be replicated.  It wasn’t until my wife bought me a ‘BBQ Bible” kind of book that I began to understand.  There are a thousand variables and none of them can be narrowed down into a ‘recipe’ of sorts.  Yes, the ingredients are all the same and the procedures are all the same but the subject is completely different every time.

In the case of brisket – none are exactly the same so a scientific formula is never going to work.  You need to have enough experience with the cut of meat and the cooking / smoking process to know when it is done.

In the case of your internet business – again, none are the same.  You need to know your market, your niche and your customer base well enough to know exactly how to position yourself perfectly.

How did I learn to smoke the perfect brisket?    I made a bunch of tough, leathery clumps of meat that my family had to endure and practiced over and over, tweaking each time until I eventually got to a deliciously smoked tender cut of meat that sliced into a magical piece deliciousness.  Oh, and the perfect brisket has yet to be cooked…

Likewise, the perfect business has yet to be created.  And nobody can tell you how to perfect your own business.  They can give you the tools and techniques that work, but it’s going to take practice on your part to find all the little details that make the difference between a technique failing or succeeding.

Let me recommend a shortcut

You can learn the hard way like I did by trying 100’s of times and tweaking a little here and there – or you can find someone (or a group of people) to bounce ideas and questions off and shorten your learning curve significantly.

Check out Two Shortcuts To Fast Online Profits

Occupy Fails – Are You A Victim or a Victor?

While I agree with the anger toward bankers or anyone else who has exploited others and then were bailed out while adding millions of dollars to their personal wealth, I find most of the rhetoric coming from the 'occupy movement' simply a lot of general complaining and no real solutions.  The truth is that there are and will always be inequities in every area of life.  We don't all have the same physical ability, looks, financial status or family money available to us.

We are, however, all given the same 24 hours in each and every day.  What are you doing with that time?  The difference between victors or victims is how we react to the circumstances around us and the barriers that each of us are faced with.

The fact of the matter is that most of us have almost limitless opportunities available to us.  I found this amazing video yesterday that reminded me of that fact.

Are you faced with physical or financial adversity or possibly a broken marriage or other relationship?  You can choose to allow it to destroy your spirit or you can use it as a stepping stone to push off of.

I have an acquaintance who lost his job 2 years ago.  It was a job that he really didn't enjoy anyway although the money was good.  I saw it as the perfect time to learn some new skills, build an internet business since he was collecting unemployment.  I tried to show him a couple things and offered to teach him anything he wanted to know.

For the next year he sat around the house, watched TV, played video games, went out with friends in the evening and pretended the unemployment checks would continue forever.  I tried to challenge him a couple of times but my words fell on deaf ears.  Then last year the unemployment stopped, the rent payments were late and faced with the eviction notice he suddenly began looking for any work available.

The opportunity and time available to learn a new skill was an incredible gift and he basically squandered it.  Now he's struggling to keep his financial head above water and plays the victim any time you talk to him.

What about you?  Are you a victim or a victor?

Dropped Domain Names Are Like Gold… Or Are They?

Finding a great domain name is like finding real estate in the perfect location.  It can make all the difference when it comes to the value of your future web site.  Of course, if you've had to search for the perfect domain name lately you know that most of the incredible names are already registered.

This is where the secondary market comes in and many of us have systems in place to search for names that have been previously registered but for some reason the owner lets the renewal lapse or they've lost interest in their business model or web site.  As such, there are a couple major auctions to purchase these domains as they drop.  Finding one from a previously popular site can reward you with instant backlinks and traffic to jump start your new site.

On the negative side you may be purchasing a problem child that has been used for less than savory purposes or been banned from the search engines for one reason or another.  It pays to do some research before purchasing any domain name.  Following are a couple of the tools and techniques to use in your detective work.

1. The Google Index Is Your Friend.

This is the first place to begin.  Using a couple simple searches we can find previous site references that are indexed in the search engine and also find backlinks and references to the domain.  Type the following searches into Google:


Use both of these as the domain could have been indexed both ways.  If you see no results it's a red flag that Google may have removed the site from their index.


These searches will show you various references to the domain or web site on the web.  If you see a lot of negative comments you will have an idea about the character of the person who previously owned your domain.

2.  Domain Tools

This is a one stop shop to find out a lot of information on your previous domain.


From here you can find out who owned the domain previously, how many times it was moved from one server to another, how often the ownership changed over the years and when it was first registered.

3.  Archive or WayBackMachine


Here you'll find an archived history of what your domain or web site has looked like throughout it's history.  Unfortunately, it's not a complete history of everything that could have happened to your domain but it's the best we have available.  At a minimum it's fun to look back through the site's history and see what the domain was used for.

Online Profits Mindset – Change Your World!

I’m overweight – have been for a couple of years now.  When I sold the contracting business several years ago I suddenly went from burning 3500-4000 calories a day from 10-12 hours a day of continuous hard work to burning 1800 calories a day sitting behind a computer.  Unfortunately, I kept eating like that 30 year old construction worker and added 10, 20, 30, 50 pounds and more over the next couple of years.  I love to eat – in fact I love to eat a lot and in my mind I was still tough, strong and somewhat invincible.  Sure, my stomach protrudes a bit more than it used to but I still look pretty good…   NOT!

My parents 50 year anniversary is coming up so several weeks ago I went and pulled all their old 35MM slides and brought them back to my office to scan and create a video for the party.  Looking back through those old photos from 10, 20 and 30 years ago I was faced with the stark realization that I’ve become something I don’t want to be.  I’m FAT, I might as well admit it and also admit that I don’t want to be that way anymore.  Since then, I’ve reduced my calorie intake to well under what I need each day and am beginning to burn away those pounds.

What Does This Have To Do With Online Profits?

 It is so easy for us to convince ourselves that we’re something we’re not.  I see people read and study, visit forums and webinars – all the while thinking they’re putting effort into building their online business when in fact they may only be putting in an hour or 2 a week of actual content creation and traffic building.  When you talk to them they say “I’m putting so many hours and effort into this and don’t see many results”.  The fact is that they are actually looking for some kind of ‘secret sauce’ or shortcut that is going to suddenly make their profits explode.  We all love to ‘eat’ or absorb and collect information.  The real secret to online success (or any success for that matter) is to use that ‘food’ or in this case information that we’ve taken in and implement it consistently to create something worthwhile.

What Is Your Mindset?

Are you running around searching for the next ‘secret loophole’ to online profits or are you setting consistent goals to finish the small steps each and every day that will build your 6 figure plus business?  Are you convincing yourself that you are working hard and paying your dues when in fact you really only spend a couple hours a week producing actual content or building traffic to your web properties?  Have you spent any time at all taking a hard look at yourself, your skillset and talents and then figuring out how to leverage them to make the most progress in the shortest possible time so you’re not just spinning your wheels?

You’ve probably seen the study that says it takes 21 days to form a habit.  This study was actually done in 1960 and had to do with how long it takes to adjust to the loss of a limb.  The truth is that the time varies widely depending on the type of behavior you’re trying to implement.  Easy things take a very short period of time while very difficult things take much longer (hundreds of days).

Do you have the mental toughness to be successful?  Only you can answer that question but I hope the answer is yes.  It really is possible to change your world!

Internet Marketing Coach – Shorten Your Learning Curve

“I want it all and I want it now” – Queen

I belong to a select few internet marketing forums that I check almost daily and also run two of my own.  I usually drop in for a minute or two and click on the ‘new posts’ button to see what’s new and being discussed so that I can keep up with the latest trends.  I see new people come and go continuously as many people who are facing lost jobs or economic struggle see the internet and the myriad of businesses that can be run online as some instant remedy for their financial problems.  Unfortunately, most of them struggle with the steep learning curve and give up after a couple of months.

It’s an interesting paradox – the people who can least afford to spend time struggling and learning everything themselves are the people who stubbornly think they have a unique answer to the problems they face and refuse to ask for help or refuse to follow the guidance they are given.  You’ve heard the joke about the guy that falls off a cliff and grabs on to a small twig on the way down catching his fall.  As he hangs there in mid air he cries out to God for help.  God calls out “Just let go and I’ll catch you”.  The guy thinks about it for a minute or two and then says “Is there anyone else up there?”.  There’s something in our human nature that causes us to ask for help when we can’t figure something out – then when we get an answer from a marketing coach that doesn’t quite agree with our own idea of what should happen we disregard the advice and try to do it our own way.

I think some of this also has to do with our fast paced culture and the “I want it all and I want it now” mentality.  The gurus all play off of this by promising instant, overnight results with no effort.  Unfortunately, this has never been true, nor will it ever be true.  Casinos and state Lotteries know this all too well and publicize the huge jackpots and winner stories but in truth, the house always wins.

Which brings us back to Internet marketing.  Whether you’re building an online only business or using the internet to increase the customer base to your existing or new offline business there are some simple basics that have never changed.  True, a couple of methods are new and there are some shortcuts that most of us have learned over the years but the overall basics are the same.

Find An Internet Marketing Coach

I’m not talking about some overpriced guru charging $2000 for his super course, I’m talking about a mentor or trusted experienced internet marketer that you can turn to for answers – then FOLLOW THEIR ADVICE!  After you’ve built a couple of successful models and have recurring income in place then you can branch out and do some testing of your new theories and innovative methods.

As I mentioned above – the very people who come to the internet looking for a quick fix to replace a lost job, high debt load and resulting stressful relationships are the very ones who need to slow down, follow the basic outline and build a solid business and residual income stream.  After you have that in place, pay down the debts and get rid of the immediate stress, then you can focus on developing the next Facebook, Microsoft or iPad.