13. Include a back end product o.ffer inside your "customer's only" online club.

14. Join someone else's affiliate program and use it as an upsell or back end product.

15. Follow-up with your customers to see if they're happy and o.ffer them another product.

16. O.ffer people a f.ree sample of your product and tell them they will get a discount if they o.rder now.

17. Send your customers a "thank you" e-mail with a back end o.ffer attached.

18. O.ffer your customers add-on products like gift wrapping, batteries, imprinting, etc.

19. Allow your customers option of signing up to your "future product offers l.ist".

20. Explain to people that for extra money, they can extend g.uarantee or warranty of product.

Quote of Day:

"It's good to have money and things that money can b.uy, but it's good, too, to check up once in a while and make sure you haven't lost things that money can't b.uy." -- George Horace Latimer

6. Introduction

A well constructed introduction helped build empathy and highlighted that Clinton's life had not all been plain sailing. The fact that his father died when he was young, his mother was a nursing assistant and he was born in Hope, a town of 10,000 people, helped put his success and achievements in context.

7. Building on sense of destiny

A strong personal brand is built on stories. The story of Clinton meeting President Kennedy when on a youth leadership camp was used to great effect. Not only was it mentioned in introduction but that famous photo of Clinton shaking JFK's hand was also used in marketing materials. Other brand building shots included an intimate moment with Hilary, a shot of him playing saxophone, a jogging photo, one with Chelsea and one featuring Clinton lined up with 3 past Presidents. They all helped to define Clinton man.

8. Customising message

Clinton's speech in Perth was customised to include stories relevant to a Perth market, including his memories of Perth switching on its lights at night for a US space mission re-entry and comments on a former US President's career as a mining engineer in Kalgoorlie.

9. Using humour

Clinton had some great lines about how he could have helped previous Presidents in dealing with media in tricky situations.

10. Memorable one liners using opposites

This can be very effective. When talking about possible solutions to war against terrorism, Clinton said "most of big things in life are simple".

11. Repetition

Clinton used this proven speechwriting technique to great effect.

12. Using metaphors

Clinton used metaphor of gap between invention of club and shield to describe present situation in war against terrorism. He said "this gap needs to closed". Metaphors can give intangible concepts more impact with an audience.

13. Develop empathy with audience

Clinton told story of how he was in Australia at Port Douglas on September 11th and how his daughter Chelsea was in downtown New York. He connected with every parent in room when he talked about his feelings when he couldn't contact his daughter for three hours on that day.

14. A call to action

The aim of event was to raise money for a Children's hospital. Clinton's final words were "I want you to help". Simple, direct and powerful.

I hope you have enjoyed this analysis. I certainly learnt a lot by seeing one of world's great communicators in action. Whatever your personal views on Clinton are ... his personal warmth, ability to connect with an audience and presentation skills are outstanding.