How to Manage Identities for Multiple Sites?

[BoK]

Hello!

My goal as a Super-Affiliate-to-be includes the idea of creating multiple websites for promoting products. And I want to do as many other marketers do, including Lynn, to show my face and name to make my promotions more believable and trustworthy.

The problem I am having is this, though: if I manage SEVERAL websites, each in a completely different niche, and I use my original name on all of them, might that not make some people suspicious of me (if they check up on me with, for example, a Google search)? Their argument would be, approximately this: How can ONE man be an expert on, say, five, or ten, or fifteen diffferent topics?

Any suggestions on how to plan for this? Pen-names? Avatars? Anyone having live examples of multiple websites in very different niches that are run by the same person?

Hoping you are having a GREAT day!!

Bo

[jkgourmet]

I know that Lynn does not use her real name on most (all?) of her affiliate marketing sites. She uses a pen name. I don't know about photos.

I also think it's going to be very difficult to get people to show you their AM websites. Too much of a risk of people copying successful businesses. That is one of the reasons that the Elite group on this forum exists. It's private, thus limiting that risk to the members, which isn't a risk at all, so far as I can determine.

(I think Lynn has taken the weekend off, but I'm sure she will reply to you later. I just wanted to give you a bit of information from another wanna-be)

[BoK]

Hello Jeanette,

Thank you for this nice answer!

Intuitively, pen names sound good. But is it legal? Do I have to DECLARE it somewhere, that it IS a pen name? And if I should use a pen name, would I still use my own photos? Or should I have a photo showing someone else? Or maybe I should even create a "digital person" with the help of some 3D graphics program, so that no-one can say I have STOLEN someone else's identity? Or maybe I should photoshop my own pictures RADICALLY, so that I become some sort of VERSION of me. Hmmmm...? :o)

As far as the "sharing" issue is concerned, I would agree, in principle, that many people would hesitate to disclose many of their websites if they used "multiple identities". But I honestly don't think that the reason for their non-disclosure is that it is "too much of a risk of people copying successful businesses", for it is fairly easy to locate successful businesses online in ANY niche anyway. Rather, I think the main reason is that they want to keep their multiple personalities as low profile as possible.

In any case: Thanks again, and have a GREAT day! :o)

Bo

[FrankDickinson]

Example of how to work the pen name issue:

For payments/checks:

use a DBS (Doing Business As)

Frank Dickinson dba Ted Smith

[FrankDickinson]

DBA

not DBS

sorry

[marksierra]

I'd be interested in hearing what Lynn and others have to say about this as well.

My take on it though is that while your intentions are admirable, I think you may be overthinking this. :)

Assuming you have your domains (affiliate marketing sites) all on one IP address, then someone could do a search and connect the dots and see that you have "Bob" on one and "David" on the other, etc.

I'm a firm believer in the use of pen names. It just makes sense to keep from having all your eggs in one basket. At the very least, if one pen name's reputation tanks, then you can use another. You could register them with your local city office as a DBA (doing business as) if you really want to, but there's a fee involved each time you register one. Although this may even be going too far.

But regarding the photo, I would avoid doing any 3D representation or trying to modify a photo of yourself. That would look too shady to me. Whether or not you should use a photo of yourself for all pen names is up to you. If you have totally different affiliate markets, what are the chances that someone is going to say, "Hey, I recognize that guy from that other site." If you're keeping your subscriber lists separate, then the risk of that happening is greatly reduced.

[jkgourmet]

I registered on dba and use it for all my affiliate relationships. This required one $10 fee to the state, on $20 fee to my home city and a business checking account, which was free. Any checks or direct deposits would go into that checking account. This could later be turned into an LLC without a lot of hassle, if I wanted. all my domain names were registered in the dba name (but I keep the registrations private anyway.)

The business checking also got me a business credit card, which makes it easy to ease my anal (ex)accountant roots and keep the income and expenses completely separate from my personal funds.

So at least in my state, there was no need for separate dba's for every different pen name. Just one and they all flow up to that dba.

Again, I'm not a lawyer.

[PpcJen]

Oh this is a great topic.

I ran into this very same problem. When I first started online, I felt uncomfortable about using my real name. So I used a childhood nickname for my username at a high profile Internet Marketing forum. Then, several months later, when I decided to "come out of the closet" and start using my real name on my own IM website/blog - some guy started posting links back to my blog on the forum stating that I was a fake/phony.
I felt awful.

I explained (on my blog and in the forum) my personal reasons for using a nickname instead of my real name in the early days. But I didn't like people thinking I was fake/phony. So this has prompted me to feel uneasy about using a pen name anywhere.

This was in the same niche. So I guess discovery was inevitable. But I was shaken by the "phony" claims. I know that may seem like I am being overly sensitive, and I need to toughen up. Perhaps that is true. But it doesn't feel nice having your name and reputation tarnished in person or online.

I am very interested to hear from marketers who do this successfully. How do you handle it specifically?

[Lynn Terry]

Welcome Bo :)

Using pen names is not illegal, and it's very common. Not all affiliate sites require a photo, so I don't use one on every site. On some of my sites I use older or more obscure photos of myself when that's a match for the niche, and I've even used stock photos before. But more often than not a photo isn't really necessary.

There's a difference between blogging as a personality, and selling strawberry shortcake dolls - where the goal is to get the clickthrough and the visitor is more interested in the product and the price than they are the person running the site. In that case, a contact page with basic info will suffice.

[BoK]

Hi Frank!

Thanks for the DBA info!

Bo

[BoK]

Hi Mark,

>> My take on it though is that while your intentions are admirable,
>> I think you may be overthinking this.

My take on managing a new business is to be as prepared as one can be. I realize that my question may be seen as "overkill" or "irrelevant" or "a waste of time" by some, but my question is sincere, and at least *I* think it is important. :)

The issue here is not only one of identity-on-the-net (in terms of risking being accused of being a fraud). The issue is also about one's own ability to (and one's comfortability with) shifting one's online identity. As if that weren't enough, we also have the important issue of PROFITABILITY: can we afford NOT to use a photo on our site? (see post below to Lynn).

>> I'm a firm believer in the use of pen names. It just makes sense to keep
>> from having all your eggs in one basket. At the very least, if one pen
>> name's reputation tanks, then you can use another.

OK, it's a good argument.

>> But regarding the photo, I would avoid doing any 3D representation
>> or trying to modify a photo of yourself. That would look too shady to me.

Certainly!

>> If you have totally different affiliate markets, what are the chances
>> that someone is going to say, "Hey, I recognize that guy from that other site."
>> If you're keeping your subscriber lists separate, then the risk
>> of that happening is greatly reduced.

Yes. All subscriber lists MUST be separate, so the risk certainly would be reduced.

Thanks again, Mark!
Bo

[BoK]

Hi Jeanette,

>> I registered on dba and use it for all my affiliate relationships. This required
>> one $10 fee to the state, on $20 fee to my home city and a business checking
>> account, which was free. Any checks or direct deposits would go into that
>> checking account.

Thanks for this info. However, I am not sure that I would like to register. Also, I am not located in North America anyway, so I would have to check my local rules and regulations here in Europe.

Thanks again, Jeanette!
Bo

[marksierra]

My take on managing a new business is to be as prepared as one can be. I realize that my question may be seen as "overkill" or "irrelevant" or "a waste of time" by some, but my question is sincere, and at least *I* think it is important.

Nothing wrong with being prepared. Nothing wrong at all. I sense that some offense may have been taken with my earlier comment, in which case I apologize. That was indeed not my intent.

Speaking as someone who tends to over analyze things, I appreciate the value in someone pointing out that I may be doing so and then pull back a bit to re-evaluate what I'm doing.

The validity of your inquiry was never put into question in my mind. It's one all serious internet marketers eventually have to consider. :)

[BoK]

Hi Jen,

>> Oh this is a great topic.

Glad you like it!!

>> This was in the same niche. So I guess discovery was inevitable.
>> But I was shaken by the "phony" claims. I know that may seem
>> like I am being overly sensitive, and I need to toughen up. Perhaps
>> that is true. But it doesn't feel nice having your name and reputation
>> tarnished in person or online.

Yes, I can TOTALLY relate to your experience, although I haven't yet experienced it myself.

Thanks, Jen!
Bo

[BoK]

Hi Mark,

>> Nothing wrong with being prepared. Nothing wrong at all. I sense
>> that some offense may have been taken with my earlier comment,
>> in which case I apologize. That was indeed not my intent.

Oh, there is ABSOLUTELY nothing to apologize for. I wasn't "offended" or "upset" or anything. Honestly. I just tried to make a stronger argument for the validity of posting my question on this forum, (which you helped me with!). You should know that I TRULY appreciate your answer and your willingness to participate!! :)

Have a GREAT day, Mark!
Bo

[marksierra]

All is good, Bo. You have a great day, too, buddy. :)

[BoK]

Hi Lynn,

Thanks for the info about how you have used photos in your marketing. It is interesting to see how common it is that marketers use different photos, even stock photos, in their businesses. Here are some specific comments.

>> Using pen names is not illegal, and it's very common.

Not illegal: OK.
Very common: OK.

>> Not all affiliate sites require a photo, so I don't use one on every site.... But
>> more often than not a photo isn't really necessary.

Your assertion that "Not all affiliate sites require a photo" is a good one. This is, however, not because I agree with it (i.e., I don't believe it! -- see below), but because that assertion FOCUSES this discussion.

In other words, as I see it, the whole "pen-name" idea becomes more PROBLEMATIC if one CANNOT (or WILL NOT) dismiss the idea of a *photo* of the blogging person. So if one were *not* concerned with any photographs, then it is easier to swallow the idea of a pen name.

>>There's a difference between blogging as a personality, and selling strawberry
>> shortcake dolls - where the goal is to get the clickthrough and the visitor is
>> more interested in the product and the price than they are the person running
>> the site. In that case, a contact page with basic info will suffice.

Lynn, I am not convinced of this. Everyone who blogs is trying to sell SOMETHING (whether it is a "product" or their own "self-image"), and everyone who reads the blogs are trying to figure out whether the person selling something should be believed or mistrusted. And showing one's (friendly-looking) face on the blog is one component in that scenario, a component that ADDS to the credibility and trust. And with trust comes sales.

The conclusion that I have made, then, after years of studying traditional research in customer behavior in terms of *tested* advertising and leads (Caples, Ogilvy, etc.), and having worked as a professional copywriter at an international advertising agency myself, is that readers respond SIGNIFICANTLY better to ads (blogs) if they can see the writer's/bloggers face (and also read about his previous background and experience, of course).

So for me, at least, I have no intention of producing websites WITHOUT a photo. The only exception I can think of would be if I posted a VIDEO instead, with me talking about myself and/or the product I am reviewing/advertising.

Anyway, I thought your answer was excellent overall, since it triggered me into discovering more about how I shall plan for the future. Discovery is the name of the game! :)

Hoping that everything is well in Tennessee!
Bo

[brad]

Hi Bo,

Sounds like you are thinking through things pretty thoroughly, which is great.

I think it all comes down to what YOU want to be associated with. I use pen names (maybe a photo, maybe not) for the majority of my affiliate sites, those that my only real objective is to make money from. But for sites that I want to be personally associated with, my personal blog, another hobby site, etc., I will use my real name and photo.

Now, a personality with a photo CAN enhance consumer trust, but it doesn't have to be present for the consumer to trust YOUR SITE enough to make a purchase. I think what most people are looking for is a professional looking site that appears to be active. Remember, there's a lot of psychological factors that go into purchasing something.

I have a website in the personal finance niche in this niche there are several successful websites that DONT have photos or people using their real names.

Here's 2:

www.consumerismcommentary.com
www.fivecentnickel.com

The author of consumerismcommentary.com calls himself Flexo. Thats it. It's probably a nickname or something or maybe something he made up. Look at his facebook page (http://www.facebook.com/flexo) His picture almost looks like something out of the Simpsons. It kinda makes me laugh looking at it. The same goofy pic is on his twitter account. http://twitter.com/flexo His twitter bio even states: "Blogger in cognito" But he makes a good living of that one website alone.

The author of fivecentnickel.com is also anonymous. He goes by Nickel. Look at his about page: http://www.fivecentnickel.com/about/ No real name, no photo. Look at his twitter page: http://twitter.com/fcn Again, no picture. I know Nickel makes a killing off his blog.

So my point is a photo and real name is not necessary to make a highly profitable, trustworthy site, as Lynn has already proven. I'd be careful putting my real name on 15 completely different niches sites.

[BoK]

Hi Brad!

>> I think it all comes down to what YOU want to be associated
>> with. I use pen names (maybe a photo, maybe not) for the
>> majority of my affiliate sites, those that my only real objective
>> is to make money from. But for sites that I want to be personally
>> associated with, my personal blog, another hobby site, etc.,
>> I will use my real name and photo.

OK.

>> I think what most people are looking for is a professional looking
>> site that appears to be active. Remember, there's a lot of psychological
>> factors that go into purchasing something.

You're right on the money, there!

>> The author of consumerismcommentary.com calls himself Flexo.
>> Thats it. It's probably a nickname or something or maybe
>> something he made up. Look at his facebook page
>> (http://www.facebook.com/flexo) His picture almost looks like
>> something out of the Simpsons. It kinda makes me laugh looking
>> at it. The same goofy pic is on his twitter account.
>> http://twitter.com/flexo His twitter bio even states: "Blogger in
>> cognito" But he makes a good living of that one website alone.
>> The author of fivecentnickel.com is also anonymous. He goes by
>> Nickel. Look at his about page: http://www.fivecentnickel.com/about/
>> No real name, no photo. Look at his twitter page:
>> http://twitter.com/fcn Again, no picture.
>> I know Nickel makes a killing off his blog.

VERY interesting examples!

>> I'd be careful putting my real name on 15 completely
>> different niches sites.

DEFINITELY!

>> So my point is a photo and real name is not necessary to make
>> a highly profitable, trustworthy site, as Lynn has already proven.

I understand your point, as I have understood Lynn's point before. But perhaps I have not been clear enough. I want both of you to know that I am not in doubt that good money can be made with a website WITHOUT a picture. I do believe both Lynn and you when you explain these things. But MY point is a point about MAXIMIZATION of ROI. I am talking about (very significant) TWEEKING. As a research-oriented person, I am very much into the idea of A/B tests, just like the old advertising school once advocated: Let's try out a test with a real picture and let it run separately; and then try out another removing that picture. How much better was A than B?

This is important since there are so many parameters involved in advertising and marketing, whether on the internet or not. If we can tweek ONE of the parameters upwards by planning carefully, then we may get a significantly better result.

In any case, this was a very nice message! Lots to think about! :)

Thanks Brad!
Bo

[jkgourmet]

I like your idea of testing. But I think the results obtained in one niche may not be the same as for another. For example, do I care who I'm buying a television from? In fact, it might make me think, small time seller, I wanna run over to the Costco or Amazon or Best Buy site in case I have a problem with this very expensive purchase.

But if I'm buying chocolate chip cookies, I think seeing Famous Amos or David or Mrs. Fields makes me feel warm and fuzzy.

In other words, the product dictates some of the value of having a photo or not having one.

Just my 2 cents.

[Lynn Terry]

Thank you, Bo - things are great here in TN :)

I wanted to share an example of what I was referring to earlier, regarding the type of site where a face is not necessarily associated yet it's still very professional and feels trustworthy (I would shop here without hesitation):

http://www.beau-coup.com/

This is an ecommerce site, not an affiliate site, but the same applies.

[Steve]

For my sites I sometimes use a pen name and no picture or I just use my first name and different types of pictures, some obscure some not. Here's an example of one of my niche sites that has a pic and my first name. http://www.screenprintingguy.com

steve

[BoK]

Hi Jeanette,

>> In other words, the product dictates some of the value
>> of having a photo or not having one.

It is definitely true that the (type of) product has something to do with it. Parameters such as if it is cheap or not, if it is a well-known (branded) product or not, whether the photographs of the product on the website are nice or not, whether it is a simple product (a statue or a cup or a scarf) or a more complex product (a car, a 50 inch telescope, or a professional treadmill), whether it is a a software product or not, whether it is a service product or not, whether it is an educational product or not, etc.

Thanks,
Bo

[BoK]

Hi Lynn,

>> I wanted to share an example of what I was referring to earlier,
>> regarding the type of site where a face is not necessarily associated
>> yet it's still very professional and feels trustworthy (I would shop
>> here without hesitation):
>> http://www.beau-coup.com/

Yes, I would shop there also, without hesitation.

Thanks, hoping everything is well in TN,
Bo

[BoK]

Hi Steve,

Thanks for your input!

>> For my sites I sometimes use a pen name and no picture
>> or I just use my first name and different types of pictures,
>> some obscure some not. Here's an example of one of my niche
>> sites that has a pic and my first name.
>> http://www.screenprintingguy.com

Thanks for your comments and example. It's great to see different examples!

Hoping you're well,
Bo

[DeirdreJ]

I have this same question, especially as it relates to Article Marketing. If I am writing 15 articles on knee pain I don't want to use the same name as I do when I'm writing on IM. It seems to take away from the 'expert' status on the subject; however, I see that many of the Article Submission sites clearly state in the TOS that you can only have one account. True, I can use pen names but they are still versions of MY name and very easy to identify with my Author account.

How does one get around this issue?

[robert adams]

I really don't see why it matters if you use the same name for everything.

I doubt that any prospective customer is going to care. If you are giving them what they want then they don't really care who you are or what name you are using.

I would think it would be just the opposite problem. If a customer finds out that you are using different names all over the net, how can they trust you. A lie is a lie no matter what form it takes.


robert

[Lynn Terry]

Deirdre- YOU can only have one account. But your pen name can have another ;)