Thursday, November 30, 2006

Benefits Of Mobile Marketing

Author: Sandy Baker

Article: Mobile marketing is an excellent way for you to connect to your intended audience in an effective manner every time. There are several benefits to using this time of marketing and you may not realize the potential it creates for your business. Finding that all important target moment when it will strike the individual just right is the difference between effective advertising and a waste of your advertising dollar. Here are some things to consider about mobile marketing.

One of the many benefits that mobile marketing works well for is the simple fact that it is personal in nature. Consider the fact that instead of advertising on a huge billboard and hoping that those that drive by will see it, you are giving personal attention to the individual. Instead of hoping that the channels don't get changed when your commercial comes on, send it right to the individual and know that when they glance at their phone, they already have your message. This personal touch is quite powerful.

Another option is the immediacy of mobile marketing. You don't have to wait for them to act as many times they have the ability to click through the message to obtain information about your product or service right then. One of the hardest tasks in marketing is getting the message out and then making it stick. This method works well as the action can be taken immediately. That gets you immediate results for your advertising.

With hundreds of products coming online each day, it is hard to make one product or one service stand out against the rest. With mobile marketing, the audience you are targeting gets your message about who you are, what your business is and about what products are available immediately and they can then act on it. Mobile marketing is fast becoming the most successful type of marketing. Look for it to continue to grow as the world becomes even more mobile advanced.

About the author: Sandy Baker is a well respected writer and recommends using , the leading provider of <a href="""" target=""_blank"">mobile advertising</a> , <a href="""" target=""_blank"">sms marketing</a> solutions to major consumer brands and media companies.

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Loan Officer Marketing - Why Realtors Don't Read Your Brochures

Author: Jeffrey Nelson

Article: When you place brochures from every mortgage company side by side, you can't help but notice the similarities. Each piece mentions that they have every possible loan program available, proven & experienced professionals, fast & friendly service, a list of documents needed to process the loan, a promise of individualized attention and a commitment to professionally serve the client.

This is fine and dandy for consumers, but what about your brochure for real estate agents? If you're giving to agents the same brochure you give to clients, does it help you stand out? Probably not - and even if you do have a separate brochure for agents, does it avoid the 3 most common mistakes?

Loan Officer Marketing: Brochure Mistake #1 - Feature-Driven Messages

This is the colossal mistake with most brochures. Here's a quick list of features often mentioned in mortgage brochures; loan rates, APR, quality service, mortgage insurance, points, refinance, payments, purchase, full service, originate, retail, interest-only, option-only, ARMS, free quote, to name a few.

Features don't tell the reader anything. Sometimes it only confuses them more about your service. When an agent reads your brochure, they're reading it for one reason. They want to know, ""What's in it for them."" If you've been in sales for a length of time and have been a good student of it, you know that people are interested in hearing benefits, not features. But wait, there's a twist.

If you sell widgets, your brochure follows an old school formula. It describes what the widget is (feature) and than tells the customer what the widget will do for them (benefits). Pretty simple, isn't it?

But you're in the mortgage business. Or better said, you're in the service business. Wherein lies the caveat, when you sell a service, it's invisible. You can't touch, smell or see it. Even though describing the benefits an agent receives from using your services is helpful, it's not enough.

If you want your brochure to make a difference, the kind of difference that gets noticed by agents, than describe the problems they have that you can solve for them.

It's a strange phenomenon, but dreadfully true. Agents are more interested in reading about their problems than reading about the benefits of your services, or features for that matter.

Loan Officer Marketing: Brochure Mistake #2 - Use of Jargon

Jargon is like, ""Swahili,"" a confused, unintelligible language. It's words that you understand, but leaves an agent clueless. Jargon comes across as obscure and pretentious. Instead, keep things in simpleton terms. Your brochure should focus on expression, not impression. Using buzzwords, stylish words or phrases can come off as pompous.

Jargon slows down or stops the reading process. Avoid it by writing your brochure in a casual voice, as if you're having a conversation with the reader. In English class you were taught to write very formal, remember, your brochure isn't a term paper, it's an opportunity to persuade and shape one's perception.

Make use of pictures to communicate, they're only worth a thousand words. Agents understand with their eyes. Graphs, charts, photos, and pull quotes are examples of conveying or supporting key points.

Everyone's brochure mentions good customer service. As an alternative, use a flow chart to demonstrate your service, and than support it with satisfied client testimonials.

Loan Officer Marketing: Brochure Mistake #3 - Me-tooism Disease

Don't take offense - most of us have this disease. You see what might be working for someone, so you copy it for yourself. It's easy to grab the leading competitor's brochure and copy some or all of it. Years ago for instance, rate sheets were a hot marketable brochure. You could distribute a few hundred and get a respectable response. Well, when you have hundreds of loan officers copying it, guess what happens? It wears out, but we keep using it.

Me-tooism isn't worthwhile. Look at how much mail you're still getting from other mortgage companies trying to get you to refinance. And they use the same formatted letter as everyone else. The letter specifically states, in bold print, how much you could be saving, and includes an advertised low rate. Sometimes it's printed in the form of a fictitious check ready to be cashed.

Don't be afraid to be different. It's easy to use what others have and challenging to come up with originality. But it's originality that can earn the biggest reward.

The Power of a Well-Crafted Brochure

Like a good movie plot, a well-crafted brochure sets the storyline in motion. It shapes an agent's perception before you sit down with them - curtailing rejection and lessening resistance. It provokes thought in their mind, making you more memorable. And it helps you stand out and be noticed among a huge crowd.

About the author: <a href="" ok.html> Click here to get a free copy</a> of Jeff Nelson's Marketing Planning Guide, a 20-page workbook designed to help you outline a strategy to become an <b>Agent Magnet</b>.

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Certain Things to Look While Doing Stock Research

Author: James Hunt

Article: Stock Research is a complicated thing. There are certain things that you have to look at when doing stock research. Below is a list of things that you need to research when looking at stocks.

1. Read Annual Reports - If you are looking and studying certain companies while doing stock research then a good area to start with is there annual reports. To find these reports all you need to do is ask the investor relations and they will send you a copy of the report. You should also read the financial section of the newspaper. This is a good place to start with companies.

2. Long-Term Hold - When doing some stock research you should look at your long-term hold on the stocks that you currently hold. Many companies take a great deal of time to make gains or loses. This is why you must study the company and stocks over a period of time.

3. Industry/Company Leader - When doing some stock research you should always look at the company or industry leader. Besides for researching how the company is going, you need to research who is running the company. If you are looking at the financial section of newspapers, you are likely to find out some information about the person who is running the company. This will offer some information about why the company is doing good or why the company is failing.

4. Earnings and Profitability - Stock research involves checking the earnings and profitability of the company for each year. It is always good to go back a few years when researching earnings. If you are looking for the financial status of a company or industry then you should always go back far enough so you can make a valid judgment of the company. This is very important if you are interested in investing money in a company. You do not wish to invest money in a company that is not financial stable.

About the author: James Hunt has spent 15 years as a professional writer and researcher covering stories that cover a whole spectrum of interest. Read more at <a href="""">www.stock-research-</a>

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Web Site Copywriting - The Headline Said What?

Author: George Dodge

Article: One of the most important aspects of web site copywriting is learning to write good headlines. But what, exactly, is a good headline? A good headline grabs the reader's attention and actually draws him or her into reading the article below it. In today's world, the headline is more important than ever before. With so many people living very busy lives, many people don't take much time to read more than the headline. It's important, then, for your headline to be informative and to draw the reader down into the article. When you provide concise, informative headlines in your web site copywriting, you provide a great benefit to the reader. You show that you value his or her time when you can communicate your product or service's benefits in a headline.

The headline trend is not unique to the Internet. The same goes for newspapers, television and radio - busy people these days need their news in an extra brief form, like a headline provides. When preparing your web site copywriting, try to create a call to action in your headline. If you want potential customers or clients to ACT NOW, say so.

You've heard that you won't get the sale unless you ask for it, right? Look at the call to action in your headline as your way of asking for the sale. Phrases such as ""Call today,"" ""Act now,"" and ""Limited Supply"" all create a sense of urgency. If you don't act now or call today, you might miss out.

And, of course, limited supply lets potential customers know that they must act quickly to get part of the available supply. If possible, be specific when mentioning ""limited supply."" For example, ""...only for the first 500 people to order..."" While most people who have journalism experience have been taught to avoid the use of ""You"" in a headline, the rules are different for the Internet and web site copywriting. The Internet is a more personal experience. After all, a person may search online for whatever he or she desires. The use of ""You"" in a headline further tailors the personal experience for the reader. ""You"" is actually encouraged in online headline writing and Website copywriting. When you are using the Internet as your source of sales, remember that your web site copywriting must find a way to ask for the sale. The best, most efficient way to do this is through the headline. It doesn't have to be a clever play on words or a tongue twister in order to grab attention. Instead, it should focus on the readers' emotions regarding your product or service. Not only will you be selling your product faster, you'll be helping readers better use their time by writing concise headlines that are to the point and informative.

About the author: George Dodge is owner of where you will discover 757 explosive <a href="""">Website copywriting techniques</a> guaranteed to skyrocket your sales and put more cash in your pocket - even if you haven't written a thing since high school!

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Wednesday, November 29, 2006

Cost Effective Ways to Use Direct Mail

Author: Chris Burns

Article: Cost Effective Ways to Use Direct Mail to Increase Investor Leads

Direct mail is able to offer highly targeted, detailed sales information to a large audience quickly and effectively. Therefore, sending direct mail pieces to your investor lead list is a great way to show off your businesses service or product in a positive light, with the intent that they will invest in your business. This article will detail three strategies you can use while targeting your investor lead list to increase your profits and results.

Repeat the Same Offer More Than Once If your investor leads aren't becoming actual investors, don't hesitate to send them the same sales package more than once. Remembering that people change and forget items quickly are the keys to this tactic becoming successful. However, sending them the same information more than once a quarter probably isn't a good idea, although testing this theory based on your own business needs is an excellent idea to be sure.

Repeat Different Mailings to the Same People Before sending a series of mailings to your investor lead list, make sure to use a highly targeted list, first. Without people who are already open to your message (i.e. demographically similar to other investors, and who have asked about investing in businesses similar to yours recently), you'll fall flat on your face no matter how many pieces you mail out. Then, lay out a timeline as to how you want your direct mail marketing campaign to unfold, such as: letter one talks about benefits, letter two expands on the benefits, letter three introduces a new benefit, etc.

Try Full Color Postcard Mailings Postcards get people's attention, no matter what sales pitch or benefit they are making. Your direct mail marketing investor lists will appreciate the change in tactic. Plus, it's really difficult for someone to throw away a full color postcard without even glancing at it first. Your message will get in front of the right people (provided you've chosen a targeted investor list, as discussed previously) without question using this creative method.

What direct mail success comes down to is that you need to keep your message in front of your intended audience as often as possible. Make sure that you offer informative, persuasive or meaningful information to your investors list, and you'll be sure to increase both your leads and sales.

About the author: Chris Burns - American Profiles is a full service mailing & telemarketing list company with over 40,000 lists available.

Online counts and orders 24/7

Providing telemarketing lists to the direct marketing industry since 1996.

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Why Is It Important To Have Your Own Information Product On The Internet?

Author: Michael Port

Article: Imagine this, you open your email first thing in the morning and you see fifteen new orders; one from Switzerland, one from Australia, one from India, and a dozen from all over the United States. All for the product you just recently made available on the Web. It's 7 a.m., you're still sipping your first cup of coffee and only half awake, and already it's been a very profitable day. While this scenario may seem more like a dream than reality to you right now, it's entirely possible to achieve and it's much easier to do than you might imagine. Besides starting each day with a big, Cheshire Cat grin, and dollar signs floating through your mind's eye, there are numerous other benefits to having a product available on the web.

Positions you as an expert - Perception is everything on the internet and the creation of your own product results in positioning you as an expert and is a critical step in generating new business.

Builds your brand identity - Your product represents you and your business in the marketplace, and making it available on the Web is the first step toward getting your product into more hands, heads, and homes.

Reaches a global marketplace - Having a product available on the Web means that you've expanded your geographic marketplace from local neighborhoods where your product sits on a shelf, to the entire world via your website.

Creates a 24/7, passive revenue, profit machine - The Web never sleeps which means that you can literally turn your computer and website into a cash register around the clock, and many, if not all, of the processes can be automated.

Levels the playing field - In the past, the entrepreneur or small business owner was unable to compete with the larger companies which could afford to mass market products. The Web makes it possible for even the smallest of businesses to compete.

Instantly increases the effectiveness of your sales cycle - This is especially critical for service professionals. Often a consumer will opt to purchase a product as a trial before deciding to purchase your service. Having a quality product available on the Web allows them to get to know a bit more about you and what you have to offer.

In addition to the great benefits listed above, which apply to any online product, there are several more which apply specifically to information products and make them an even more attractive choice.

Greater cost-effectiveness - Since traditional production and distribution is unnecessary, your costs are significantly reduced and your margin for profit is significantly increased.

Increase your speed to market - While it might take months or years to get a hardbound book written, edited, published, produced, and distributed to book stores, you can deliver the same content in the format of an e-book and bring it into the world in a matter of days or weeks instead.

Content can be leveraged in several formats - The same content can be presented in several different formats; as an e-book, an ecourse, a teleclass, a home-study course, and the list goes on and on.

Opportunity for bold self-expression and learning - The Web allows you to get your message to millions simultaneously while at the same time offering you the opportunity to learn in action as you challenge yourself to create something totally unique.

© 2005 Michael Port & Associates LLC

About the author: Get more clients with Michael Port, expert marketing coach for small business owners and professional service providers. Free small business resources, networking opportunities, articles, advice and coaching on professional services marketing at . Receive a free chapter from 'Book Yourself Solid' at

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TR Cutler's January 'Ask the Expert' Column for Manufacturing & Technology Probes Value of Local Consultants

Author: Thomas Cutler

Article: Thomas R. Cutler is the President and CEO, of Fort Lauderdale, Florida-based TR Cutler, Inc., Cutler is the founder of the Manufacturing Media Consortium of 2300 journalists writing about trends in manufacturing. Cutler is the lead spokesperson for the ETO Institute. Cutler is the author of the Manufacturers' Public Relations and Media Guide and a frequently published author within the manufacturing sector, authoring than 200 feature articles annually.

Manufacturing professionals submit questions to Cutler who with the help of many industry experts provides timely responses and informative answers in the monthly ""Ask the Expert"" Column for Manufacturing & Technology. In the January issue (see 0Technology%20Magazine.pdf) Cutler examines the value of utilizing local consultants.

Manufacturing & Technology reaches customers and prospects throughout Indiana, Kentucky, and Ohio, and is an important source for news in technology and manufacturing. The Manufacturers Group Inc., the parent company of the publication, is a diversified media company providing authoritative print and online media.

David N. Zaluski, President, The Manufacturers Group Inc., publisher of the nationally recognized Manufacturing & Technology publication is pleased by Thomas R. Cutler's monthly Q & A column.

Manufacturing & Technology's monthly print readership exceeds 94,500 company presidents and vice presidents, managers, engineering, buyers, maintenance, safety personnel and others. The industrial publication primarily targets tier two and tier three manufacturing companies. The subscribing company profile typically has 10 to 300 employees and includes upper management, plant managers, design, engineering, purchasing personnel, and others.


David Zaluski 800-264-3303

# # #

About the author: Professional Marketing Firm

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The TOP 3 Absolute MUSTS Before You Submit To Article Directories

Author: Chad Barrie McDonald

Article: To all webmasters, whether your a writer or a not, now is the time to start putting those creative writing skills to good use!

With modern communication technology comes the popularity of information-based marketing, which is one of the oldest and most effective techniques in getting targeted prospects to sites and converting them into buyers. This is why article writing, submissions and publications are also getting popular. There are already many tools that people can use to make the process of distributing their articles more easily. Though this is invaluable in getting the contents more exposure, which is only half of the story.

Let us take a look first at the common mistakes that some people make before submitting their contents to article directories:

1. Confusing the reason to promote the articles with the reason to write them.

In article writing, there are three key benefits why you are promoting them; branding, lead generation and promotion, which are all part of your optimization efforts. But there is only one reason why you write an article, and that is to inform your audience. If the article is not focused on this primary and most important purpose, it will fail to achieve the three promotion benefits because no one will be interested in reading them. You need to figure out first how to get people to read what is in your article, then make them click on your resource box. You can achieve this by producing better content.

2. Failing to maximize the promotional opportunities of <a href="""">article marketing</a>.

You may know already that your articles can help you generate additional links back to your site. But do you know that you can get more visitors and better search engine results from that same articles? Mention keywords at strategic places. Just be sure not to overdo them. Some are even using anchor texts which is also an effective method. But it is important to know that majority of the directories are not able to support this. Remember that is not only about the links back to your site. Part of doing well in your article marketing is getting picked up by publishers with a large number of audiences and gaining the ability of leveraging other brands because of the quality of your work. Better search engine results also are great benefits. But these things do not put much money in your pocket. There are other factors that can turn your article marketing efforts into an opportunity that can boost your earnings. Not just increase the number of visitors to your site. Start out with a plan and see to it that your article will serve the function that you intended it to have.

3. Publishing content that does not help your readers.

Maybe in the process of writing articles, you are thinking that all that is you wanted is links back to your site. And any visitors it can generate are fine. Guess what? Not all article banks and directories are going to accept your content automatically. Oftentimes, they have some guidelines and specifications on the articles that they are accepting.

You can double the number of sites you can submit to by writing articles that the directories want to share with other people. All it takes is one publisher with a hundred thousand readers to increase your potential audience overnight.

Write the articles that publishers want in their publications if you want your article marketing to work the most effective way for you. This also means you have to obey the standard guidelines, spell checks, researching on a good topic and even hiring a writer to produce a good content on your behalf. In the end, it is all really a matter of choice on your part. You can start getting a little exposure from increased links back but on a very basic level. Or enjoy massive exposure from a little extra time making quality contents.

It will be your choice. You may not be aware of the fact that an article submitted on directories is not meant to have the same level of exposure as highly-targeted content ones geared on a narrow group of people.

Learn the difference between these two and it will surely help you know what kinds of articles to write and to submit.

About the author: Chad McDonald is the creator of, an <a href="""">article marketing</a>, <a href="""">article info</a> site.

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Tuesday, November 28, 2006

Pick One

Author: Paulette Ensign

Article: Pick one thing, one focus for this year. That's right - one. I've never been fond of new year's resolutions, for all the reasons most observers report. However, I am completely in favor of identifying a theme for the year. The theme is a guide for decisions you make throughout the year. It's not a way to stifle you or shut you down. Some themes for your business could be one specific topic among many areas of your expertise. Or your theme might be product development or approaching a specific new audience or traveling more for business or staying within your own zip code as much as possible. Those are a few of many choices.

What about the booklet or booklets you've already done or the one you are considering doing? View it as part of a bigger picture, fitting into a year-long theme. Is your booklet the first of a new product line for you, or the low-priced smaller addition to an existing product-line? Where can you go with it if your theme is product development? The booklet manuscript has at least a dozen or two ways it can be expanded and modified to be offered for sale. Write it once, leverage it many times. You can record it as an audio CD, make it into a card deck, expand it into a manual, or develop it into a teleclass or ecourse. All of these formats and many more can be offered as both hard copy and as digital downloads. Your mission is to keep developing product this year, to give you a large enough repertoire of products to lead to your new focus the following year. Is your theme of the year to reach a new population? Boomers are the rage, aren't we? Re-purpose your products and services for that audience. Do everything you can to reach them, with your promotional efforts, speaking engagements, product offers, and networking with everyone you can.

Are you getting cabin fever these days being in your office or being alone during the week more than what makes you happy? Is your highlight of the day going to the post office or greeting a delivery person? Determine how much time away is good and how much makes you a worn-out road warrior. Visiting prospective clients and delivering workshops can be an hour or two drive or a six-hour airplane trip. Meeting with local consulting or coaching clients in person rather than always by telephone can breathe a different level of life back into your work.

Have you been in motion to the point of exhaustion, not really enjoying all that activity? For you, there are ways to better utilize your telephone and computer as your focus for the coming year. It may mean delivering teleclasses and consulting or coaching from your own office. You can certainly deliver more products online through your own website or those of other companies.

Yes, these can all be amazing grasps of the obvious, yet it's also amazing how easy it is to overlook what seems like common sense. Give some thought to what has been the greatest joy and the greatest irritant to you in your business. Choose a single theme to focus on in 2006. If you haven't already written a booklet as part of that theme, which would certainly be an excellent starting place.

© 2006, Paulette Ensign

About the author: Paulette Ensign provides Rent-a-Brain services through her San Diego-based Schedule an hour with her to unearth your theme for the year. She's sold over a million copies of her tips booklet without spending a penny on advertising. You can, too.

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5 Tips For Profiting From Private Label Content

Author: Rodney Boettger

Article: Private Label Content is becoming increasingly popular as people join the rush to fill their websites with high-quality information. Admittedly, you can have articles written by freelance writers at sites like Elance or Rentacoder, but it gets expensive. For those who are not yet generating a high income through AdSense or affiliate sales, Private Label Content (PLC) provides a welcome alternative.

=== What is Private Label Content? ===

PLC generally refers to articles, e-books and manuals that are free for subscribers to use as they wish. There are a few restrictions, however: you cannot claim copyright to PLC, or submit it to article sites, unless you change the content significantly. (Interpret 'significantly' as 'unrecognizable as the original article'.) The cost of membership varies, but typically ranges from around $24 to $67 a month. For this you might receive anywhere from 150 to 300 articles per month. Some sites also offer graphics (e-book covers and site header graphics) and even ready-made sales letters.

To use PLC to the best advantage, you need to be aware of a few things.

=== 1. How Can You Use PLC Articles? ===

The most common use for PLC articles is to provide useful, interesting content for websites. There are other uses, however. Think about your immediate needs. If you require an incentive for people to sign up for your newsletter, you can offer an e-book or training manual made up from PLC articles. It's easy to tweak these to be more relevant to your website and your clients. (As well as putting yourself in Google's shoes, put yourself in your clients' shoes. What do they most need to know?)

You could also create an e-course (anything from 6 to 52 articles - a short e-course, or one that offers an article for each week of the year). This gives you an excellent reason to stay in touch with your clients.

=== 2. How Can You Alter PLC Articles? ===

Submitting articles to public article directories along with your resource box is a great way to generate traffic to your web-sites. However, many directories don't allow you to submit duplicate content - ie, you have to submit your own unique article. Therefore, when submitting an article that you obtained from a private label content resource, it's advisable to first alter the article before submission. Here are a few tips in that regard...

(a) Change the title of the article. If you are using keyword-optimized articles, make sure you keep the keyword in the title - but be creative about the words that surround it. So if your article is based on the keyword ""Mongolian Guinea Pig"", your title might be ""Where to Find the Mongolian Guinea Pig"" or ""Taking Care of Your Mongolian Guinea Pig"" and so on.

(b) Change the opening paragraph. All you need to do (usually) is make sure that your keyword appears once. Take a look at the rest of the paragraph. How can you say the same thing in a different way? Look for synonyms - using your thesaurus - or alter the tone. Perhaps you can adopt a more casual approach (this might work better for your readership anyway). You might prefer write a different introduction altogether.

(c) Work through the article. Add a sentence here; subtract one there. Present the facts in a different order. Expand by adding some new points. Break a long article into two shorter articles. (If you do this, make sure each article seems complete in itself.)

(d) Rewrite the ending. When you do this, think about what you want the reader to do. Is this a good place to put your own affiliate link, or write a lead-in to your own product or services?

=== 3. Blend Several Articles Into One ===

You can get a whole new look if you take two or more PLC articles on the same theme and blend them into one longer, fact-packed article. Sometimes you might find you HAVE to do this, if an article seems a bit 'lightweight'. Not all PLC articles are created equal! Sometimes it's obvious that the writer was low on inspiration.

=== 4. Think Outside the Square. ===

Most PLC articles are presented in batches relevant to one niche. For example, you might find that over the course of a month you get 20 articles on golf, 20 on cell phones, 20 on credit cards and 20 on travel. Let's say that you are busy building a golf site. It might seem at first glance that only 20 of the 80 articles are relevant to your needs.

Not so! Golf vacations, for example, are very popular. Could any of your travel articles be massaged to fit the theme of golf vacations? It's very likely that they could. And what about communication while you travel - or while you play golf? Does the golfer need a new cell phone that will easily adapt to overseas communications? How will the golfer pay for a new set of clubs or a golf vacation? Might he need to explore credit card options?

You see how it's done. Be creative in your use of Private Label Content, and you will definitely get your money's worth.

=== 5. One Final Tip - Hold Out For Quality! ===

Now that Private Label Content is becoming popular, more and more PLC sites are opening up. You can afford to be choosy. Check out the quality of the articles on offer, and especially the niches being targeted. Niche areas like golf and credit are popular, and that's exactly what you want. You want to go where there is an *existing* demand. You do NOT want obscure niches where there is little activity. You WANT to go where there is competition. Naturally, the profitable niches will always have competition. Where there is competition, there are buyers! So you want to look for demand, look for competition, and carve your niche!

Although each PLC site offers articles you need to research and see what unique benefits they offer and what best suits you.

For example if you enjoy writing articles you can use a site like <A HREF=></A> since they will credit you a full month's membership for each article you write and is approved.

On the other hand if you just want to be building niche sites mainly for adsense type income a site such as Joel Osbournes' <A HREF=>http://www.Ready-Made-Cont</A> maybe a better fit.

Finally, consider being a member of more than one PLC site. Is it worth it to you to spend $150 a month on quality, no-strings-attached content? That would get you membership of 3-4 sites and upwards of 400 articles each month. Even if you can use only 50 of those articles, you're getting them for $3 each - a bargain!

About the author: Mr. Boettger's consulting firm helps business market effectively without spending more money on advertising through a growth performance guaranteed system. An extensive DIY small business action plan is available free on their website at

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3 Key Questions To Ask About Internet Marketing

Author: Deanna Mascle

Article: Internet marketing is exciting, challenging, and confusing. It can make or break your internet business career and yet many people who depend on internet marketing don't have a full grasp of the essentials involved in internet marketing.

In fact, many internet entrepreneurs waste a great deal of time, energy, and momentum because they do not fully understand internet marketing. Don't let this lack of understanding undermine your income potential.

In order for you to better understand internet marketing and its impact on your internet business you must know the answers to these three key questions:

1. What Is Internet Marketing? 2. What Is The Cost Of Internet Marketing? 3. What Is The Benefit of Internet Marketing?

What Is Internet Marketing?

Marketing is actually rather simple. Marketing is communication about an idea, product, service, or organization. Marketing therefore encompasses advertising, promotion and sales as well as the various techniques and forms of communication used to advertise, promote and sell.

Marketing is broader than simple advertising or promotion in that it includes researching the market to learn what consumers want and then setting out to meet their needs with the appropriate product, price, and distribution method. Marketing includes market research, deciding on products and prices, advertising promoting distributing and selling.

Marketing also covers all the activities involved in moving products and services from the source to the end user including making customers aware of products and services, attracting new customers to a product or service, keeping existing customers interested in a product or service, and building and maintaining a customer base for a product or service.

Internet marketing includes these same activities but also pulls in various internet tools including web sites, email, ezines, banner advertising, blogging, RSS, text links, search engine optimization, affiliates, autoresponders, and other ecommerce applications. What Is The Cost Of Internet Marketing?

The range of expenses for internet marketing is huge. There are a number of promotional and marketing ventures that can cost you nothing or only pennies a day while other advertising efforts can cost you thousands a day.

It is important to consider your goals -- both long-term and short-term -- as well as how much each prospective customer is worth to you. This will help you determine a workable budget for your internet marketing campaign.

Many internet promotions are free, you can set up a web site and/or blog for $250 a year, and you can buy text links for $10 a month. You could easily spend $25-50 a day for advertising but there are many cheaper ad options available.

The best program is to start small and cheap and slowly build as you test and learn what is successful for your market and product. There is no perfect acvertising solution that works wonders for everyone. Each marketer and each product has a different formula.

What Is The Benefit of Internet Marketing?

Internet marketing offers more benefits than many traditional marketing mediums. The very nature of web sites and blogs is that they continue working to promote and market your product long after your initial marketing effort is over. Similarly many advertising efforts, such as ezines, newsletters, banners, and text links also continue to increase in power over time.

Email marketing can be a tremendous surge in contacts and sales and offers the ability to personalize your message as well as reach a targeted audience so your chance for sales goes up exponentially.

The other tremendous benefit of internet marketing is that it offers convenience and immediate satisfaction. Your potential customer sees your marketing message when it is convenient for them -- and often when they are seeking information about your specific topic. Then you offer them the ability to act on that interest right then. They can locate your product and buy in the time it would take to watch a commercial on television or turn a page in the newspaper. That is the power of internet marketing.

Now that you have the answers to these three key questions, you are ready to begin your own internet marketing campaign -- and succeed with your internet venture.

About the author: Experienced webmaster Deanna Mascle is glad to offer <a href="""">Answers About Internet Marketing</a> at .

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Posters for Presentations

Author: Viojieley Gurrobat

Article: It is amazing to know posters are considered to be less significant to an oral presentation by many people. But others consider it as a great medium to communicate with customers and colleagues alike. Poster presentation has become more popular in businesses nowadays. When there is a need to exchange ideas and information, posters offer for a more convenient setting.

Basically, a poster can allow for a clearer and more insightful process of presentation. You can even highlight main points and conclusions in the poster. In doing so, you are facilitating for a better way for readers to absorb the information you want to convey. It can also be viewed for several hours providing readers the opportunity to carefully read the data included in it. Additionally, poster sessions allow for a lengthier discussions allowing viewers to go forwards and backwards through the poster.

Nonetheless, posters cannot contain all the details of your work or research unlike in an oral presentation where you can include everything there is to know about your work. For this reason, it is essential that you see your poster not only as a summary of your research but more as an advertisement of it. Just like an advertising poster, presentation posters have to have the right information, paper choice and color. So if you want to print your posters in different colors, make sure that you do not sacrifice readability to attractiveness. The choice of paper color, shade and type will also play an important part in the success of your presentation. This simple detail should never be taken for granted as it could be your ticket to success or failure. For instance, a simple white paper has many different shades. It could be soft crème, soft gray or perhaps a soft blue. From afar these papers all look white but when you put them next to each other you will immediately notice the difference. The choice of the right paper color is important as it could mean the difference between an effective promotional material and a lousy ineffective one.

Even so, a well prepared and provided presentation is still the essential concluding factor of your work. Understand that however brilliant your work may be, it will be lost if not properly communicated and presented. So get to work and make your posters work wonders for you.

About the author: Viojieley Gurrobat loves readings books in her spare time. She writes stories and poems about anything under the sun. For comments and suggestions kindly visit

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7 Keys In Getting Your Prospects To Act

Author: Ray L. Edwards

Article: Today I would like to look at the matter of persuasion. How do you get your prospects to take action?

I remember as a door-to-door salesman, my instructor often said that you must understand 'why people buy'. It has a certain ring to it doesn't it? If you know why people buy then you can gear your ads towards these 'psychological buttons'.

Before I go any further, I would just like to mention that this is in no way 'manipulation'. It's just common sense that you don't approach someone about an important decision when they're angry. Every wise wife knows how to place their husband in that 'mood' before they spring their special request on him!

Even kids wait until their parents are in a good mood before they tell them the cost of the special outfit that they MUST have.

Having cleared the air let's look at these important principles.

1. Scarcity - People go after those opportunities or products that are limited in availability. That's why you must show in your ad that your offer is for a limited time or in limited quantities. Field tests have shown that limited-quantity ads pull much better than limited-time ads. Procrastination is still a large part of human nature, so there're always those who would wait until the last minute to act. If the prospect knows that the item is in limited quantity, there's no way of determining when they'd be all sold out.

2. Herding Instinct - Your prospects will better respond to your ad if you can show that people JUST LIKE them are responding. Just recently a high school senior knocked on my door selling magazine subscription for a college scholarship program. She used that number on me - she was sure to let me know that my neighbors had bought subscriptions! We all just want to keep up with our neighbors. Needless to say, I fell for it. Whether I would read the magazine is another story.

I often point this out to my wife and you can try looking for this pattern as well. You would seldom find a satellite dish on a single home on a block. You often find dish receivers in pairs or more. One neighbor gets that service and the other follows. The same goes for gardens and lawns. Nobody wants to be the sore thumb! This is where the use of testimonials comes in. Your testimonials say ""See, a lot of people like you are making this decision"". Use lots of testimonials.

3. The desire to pay back a good deed - If someone thinks that you've given him or her something of value then there is a strong desire to pay you back the favor. One example is that of AOL that marketed their service by giving away those floppy disks. They literally blanketed the USA with these floppy disks. They still do but now with CDs and 1000 hrs free etc. Do you think that this is working for AOL?

In your marketing efforts you must give something of value FIRST - this builds loyalty and results. Always show the value of what your 'free' service is - never just say 'FREE'. Show the value of the gift then say that it is free. This is important because you want the person to place value on your bonus. (You'll notice that in all the bonus ebooks that I've given through these articles that I first tell you the value of them -and even go out of my way to prove the value sometimes.)

4. Authority - People will listen to you if they see that you have authority on your subject. There was a TV commercial that used this line - ""My son-in-law recommended that I take _____ for my heartburn. Why should I listen to him you say? He's a doctor"". You may think that you do not have authority on what you are advertising. In this case appeal to authority figures - quote from a respected journal, expert ... you get the idea.

5. Commitment - If someone has made a PUBLIC commitment to something then they are more likely to follow through. Find some way of getting someone to make a commitment and he or she's more likely to follow through than if they did not. That's why any motivational trainer would tell you that it's important to WRITE your goals down -you are more likely to complete them!

Just today I received a sales letter in the mail for which I had to send for free information. My physical act of commitment was to peel a nice red label marked ""free"" and place it in a designated spot on the mail back card. Now you know why they make you do this little silly stuff.

Only if weddings worked the same way!

6. Your 'likability' - People would respond to your offer if they like you. It's hard to sell to someone to whom you have no relationship even if it's just a 'perceived' relationship. This is one of the most overlooked areas of marketing on the Internet.

The Internet can seem a little cold sometimes. I've found that even after making email contact with my prospect I still have to make voice contact before they sign up for my offers. At the same time the Internet is a wonderful tool to build relationships through emails, message boards, instant messages ... the list goes on. It's a known fact that someone would buy from you if THEY think that YOU like them. Give people value, more than they expect and you have a customer for life!

7. The eternal ""what's in it for me?"" principle - As your prospect read your ad this is the question they are seeking an answer to. Make sure that you give them plenty of answers. Appeal to their desire for recognition, wealth, better health, and security -yes all those nice things on Maslow's Hierarchy of Needs - all the way up to self-actualization. (Check out a Psychology 101 text book if you are not familiar with Maslow -you will glad you did.) But do not forget to appeal to their FEAR of pain and loss.

Field research has shown that people are more responsive to loss than gain. Be sure to show them what they would LOSE if they don't get your product.

Read through your sales letters again and see if these buttons

About the author: Ray L. Edwards is a sought-after copywriter, published author and Internet Marketing Consultant. You may find more of his inspiring articles by signing up for his <a href="""">FREE Copywriting Newsletter</a>

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Monday, November 27, 2006

Ignore At Your Own Peril - Article Submission Mistakes

Author: Bonnie Jo Davis

Article: The most important task in the world of marketing with articles is to create relationships with editors. This is not to say that you need to invite them to dinner or even call them on a regular basis. You do have to be polite, reliable and submit quality articles. If possible, engage the editor in conversation via e-mail and let them know to ask you for additional articles when they have a need. Don't be one of those authors that drive editors crazy. If you do, editors are likely to make sure your articles end up in the ""delete"" folder. Follow the best practices below and editors will likely put you at the top of their ""favorite authors"" file:

* Be courteous and use professional language when approaching editors. Treat editors the way you expect to be treated.

* Using correct spelling, grammar and punctuation is vital. Experienced editors will throw out an article with even one of these mistakes.

* Format articles properly in a text editor. Never use a traditional word processing program when writing your articles or your format will be garbled.

* Avoid boring titles and boring text. Tell a story, add a twist and have some fun while writing. Editors love receiving something new and exciting.

* Write only about things you know. You are not an expert on everything.

* Submit only your own original documents. Don't copy from someone else.

* Read the guidelines and view archived articles to make sure you follow all the rules.

* Submit on-topic articles only. Today I wasted time getting rid of articles about diving, nursing and frugal living. My guidelines clearly state I only accept articles about article submissions!

* Fill out forms completely and include contact information with e-mails.

* Savvy article writers never submit articles that are thinly disguised sales letters or advertising.

* Some editors will send you an e-mail when they use your article and some don't. Never, never, never bombard an editor and ask when and if your article will be published.

* Remove editors from your list promptly when asked. If you continue to submit when told not to then you are in violation of spam laws.

* Submit only one or two articles per week to your list. I know writers who submit dozens of articles a week to their list. This is annoying and can be seen as ""spamming"" even if you follow all the rules.

Remember that editors are busy people just like you and me. Don't waste their time, be professional and let them know you appreciate the opportunity to work with them. Carefully cultivate your relationship with editors and your article submission efforts will bloom!

(c) 2006. Davis Virtual Assistance. All rights reserved. Permission to publish online or in print granted provided the article and byline are printed intact with live links.

About the author: Ready to launch your business into the stratosphere using the proven marketing with articles technique? Learn from an article submission expert, Bonnie Jo Davis, and benefit from her wisdom by visiting <a href="""">http://www.ArticleSu</a>. Sign-up for her no cost monthly e-zine focusing on marketing with articles by sending a blank e-mail to

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Profiles Of The Powerful: Advertising Exec Dudley Fitzpatrick

Author: Allan Kalish

Article: In a sense, the entrance to SFGT is a window into the person who leads the company, Dudley Fitzpatrick, CEO. Open the big front door of the old town house on Walnut Street and the first thing you notice is three old stone steps. Couldn't they afford new steps? Then you see the second door. It's all glass and through it you see the modern reception room, the classic furniture, the attractive receptionist and the small oriental rug in the center of the beautiful wood floor. ""I get it,"" you think to yourself.

When you meet Dudley and chat with him, you really get it. He's a traditionalist, like the steps and the beams on the ceiling. He's confident and assertive, like the stately furniture and the offices themselves. He's tasteful, like the oriental rug and like the conference room on the fifth floor. You go there for the interview after a trip on the modern elevator.

And Dudley's a trip.

This is a man who knows where he's going, who wants to do it the right way, who has strong feelings about his beloved business. Notice that I didn't say ""his beloved advertising business."" He has different views about that way of looking at the business of marketing and advertising.

Life and career are quite different than he would have anticipated when he graduated from Miami University in Ohio. He got a degree in Mass Communication even though he says he went there primarily ""to play hockey."" While there, he discovered that ""movies were more fun"" and decided that he would like to write movies. Off to New York, he ""bummed around for over two years"" trying to connect in the film business and finally had to get a steady job.

He decided to settle for ""30 second movies"" and he landed a job in the creative department of one of New York's biggest agencies, now known as Ammirati Puris Lintas. There, he worked exclusively on television and participated in network spots for Heineken, Diet Coke, Lysol and Mennen.

The agency was account-service dominated which influenced his firm belief that ""strategy and creative are really the same thing."" That is an idea which continues to drive his work and the agency's intentions.

While in New York, he was recruited to a Los Angeles agency, Dancer Fitzgerald-Sample. He took the job and became their youngest ever vice president but he admits that he probably took it because making movies still had some intrigue for him. At D-F, he worked on their efforts to get accounts to supplement their Toyota business. The agency landed Pioneer Electronics which became one of his proudest successes. His campaign, ""Catch The Spirit of a True Pioneer,"" led Pioneer to great success.

Dudley created and produced the first music-video commercial in the industry for his client, Pioneer. It was a takeoff on West Side Story. Because it reflected the social realities of that era, it was selected to be part of the permanent collection of the Smithsonian's Cultural Mores Section.

Both Dudley and his wife, Tanice, were raised in New Jersey. They live there now, in Pennington, with their three children: Aubrey, Drew and Tess. The two older children go to The Lawrenceville School, Dudley's alma mater. The proximity to New Jersey was one of the reasons he responded to an opportunity at Lewis Gilman and Kynett (now Tierney Communications.)

He was very impressed by the quality of LG&K's work. As vice president and group creative director, he participated in what he calls their ""glory years"" but was one of the victims of one of their many top management changes.

He and a good friend at LGK, Bob Schell, were both let go with quite limited severance. Fortuitously, they were contacted by Herr's Potato Chips which offered them the account if they wanted to start an agency. That was in 1992, the beginning of what is now SFGT. Herr's was with them for 12 productive years. Today, the agency has 30 people and serves eight accounts. Interestingly, two of their accounts, Tylenol and Sunoco, are deeply involved in NASCAR racing.

Dudley feels that their work with NASCAR is one example of why he prefers not to be thought of as a traditional advertising agency. He insists that the agencies which rely primarily on ""advertising"" for success are on the wrong track. His vision calls for an agency which is deeply involved in all aspects of a client's marketing communications activities. For SFGT's clients, NACAR is one (important) ingredient in all-inclusive programs for the clients' core consumer markets, for clients' public relations focus and for clients' employee pride.

When asked about the account he is most proud of, he winces and reminds me that he's proud of every account. Prodded, he volunteers that he is particularly proud of the work SFGT did for the opening of the Constitution Center. His feelings of patriotism seem to be reflected in the positioning they created for the Center, ""The Freedom To Be You. It All Starts With The Constitution.""

Oddly, he says that the ""dumbest"" and the ""smartest"" things he ever did in business are actually the same thing. ""The smartest thing I ever did was to surround myself with my two partners: Sarah Lenhard, Managing Director and head of Account Service and Dan Reeves, Managing Director and Executive Creative Director."" The dumbest thing? ""Not bringing them on board sooner.""

That supports his conviction that the toughest part of the ad business is finding, hiring, nurturing and growing with good people. He worries about that because he finds it difficult to find candidates with outstanding talent, valuable experience and a good cultural fit. He also worries about the possibility that good clients may be losing confidence in agencies. He says, ""Agencies have to be emotionally able to have complete confidence in themselves in order to be secure enough to warrant meaningful collaboration from clients and in order to provide optimal service.""

Dudley Fitzpatrick is confident. It's apparent. Think about the old stone steps leading into the agency. Sure, they could afford something new but ""old"" has character and character is what he wants to project. It's apparent when you take the elevator to the spiffy conference room on the fifth floor. That's another, positive message to visitors. It's apparent when you hear his straight forward answers to direct questions. Yes, Dudley Fitzpatrick is confident about his agency, about his vision of the business he's in and about himself.

About the author: Allan Kalish founded, managed and sold Kalish & Rice, one of Philadelphia's largest ad agencies. He is currently chairman of Trichys, providers of extranet ( and intranet solutions for online collaboration and document sharing (

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So you have a company logo

Author: Mark Knerr

Article: All dressed up with nowhere to go...

Having a company logo with no plan of action is a lot like wanting to show off your modified sports car in the barren countryside:

You can wash and wax that baby until your blue in the face and rev that engine across every last dirt road in a ten-mile radius. But if there's no one around to see you in action, you might literally be spinning your wheels for nothing. In the same way, a well-designed company logo will only capture the essence of your company and effectively translate what core values it stands for if it reaches people in the first place. In other words, your work doesn't end at the design stage.

The best way to get your company logo out there is to spread the word. The best way to do this is to emblazon it to every single communication that you as a business entrepreneur send out to the business and consumer world. Stationeries, brochures and business cards are the most obvious. Your personal briefcase, presentation folders, calendars and company uniforms and vans are other possibilities.

When it comes to branding, almost nothing is sacred. If you ever stepped into the headquarters of some of the most successful corporations in the world, you might think you were stepping into a foreign country almost too nationalistic for its own good.

Think of yourself as the proud dictator of your own little serene republic. Your company logo is nothing more than your corporate flag. Fly it proudly. If that means redesigning your company brochure just to match the colour of your logo, or making sure every last stapler in your building has a company logo on it, then so be it.

Never forget that a company logo serves as an introduction to potential clients. The more clients are exposed to it, the more likely it is to become imprinted in their minds and the more likely they are to get in contact with you.

Of course, before you decide to brand your company logo into the heads of millions, you need to make sure that your company logo is both unique in its design and well protected by copyright laws. There are several national agencies who provide services like trademark research and monitoring and whose job it is to ensure that your company logo is not being mishandled in any way.

Make sure that all these points are discussed with your graphic designer. Because once your company logo hits the prime time, there should be no turning back.

About the author: Copyright 2006, All Rights Reserved Mark Knerr is a graphic designer specializing in company logo design and business card design services. He also offers professional, full color postcard, plastic cards and business card printing. <a href="""">http://www.businesscards4</a>

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Celebrate this festive season with corporate holiday gifts

Author: Stephen Ng

Article: <b>Corporate holiday gifts</b> are probably the most popular time of the year for any company to give gifts to its employees and customers, and there are a lot of great ideas out there for just what to give. Holiday gifts are often gift baskets of some kind, but they can also be seasonal items, home furnishings, or even gift certificates. You have a lot to choose from, so consider all options carefully and think about which corporate holiday gift would be most appreciated by the person you're giving to.

<u>Gift Baskets</u>

A perennial favorite holiday gift is the <a href="" te-gifts.html"">chocolate basket</a>. These come in all shapes and sizes from small and quaint to big and grandiose. As a corporate holiday gift, you can choose a basket that contains treats that are typical holiday favorites like cider mixes, cheeses, and fruits, or you can get a little creative and choose a gift basket containing an assortment of fresh pastas or a bottle of red and white wine. If you find the right supplier, you can choose a bunch of different types of baskets and even allow your employees to choose which kind they'd like. Imported niceties are a special treat people don't often enjoy throughout the year, so keep that in mind and look for something exotic when choosing a gift basket as your corporate holiday gift.

<u>Seasonal Items and Home Furnishings</u>

Seasonal items for <b>corporate holiday gifts</b> include items such as decorative blankets, kitchenware, or even a pair of warm gloves. In other words, things you normally have around during the holiday season. This is the kind of gift where preferences might vary based on gender, so if your corporate gift is going to be along these lines, try to pick unisex designs or pick two different designs that might satisfy the majority of either men or women.

<u>Gift Certificates</u>

Here's the corporate gift idea that satisfies everyone. A gift certificate to a nice restaurant or the movie theater is a perfect holiday gift. The reason dates so often include a dinner and a movie is because everyone loves to eat out and go to the movies, and we all love it even more when someone else pays! On top of that, the holidays are when most people have plenty of time to go out and enjoy themselves. <b>Corporate holiday gifts</b> vary in cost from company to company, but this is a gift that works even if you're working with a smaller budget.

<b>Some key things to keep in mind:</b> Pick restaurants that offer several different dishes so no one gets a certificate to a restaurant that makes food they hate to eat. Pick restaurants that are local. Most people won't use the certificate if it takes more than an hour to get there.

Everyone loves to receive gifts around the holidays, which makes corporate holiday gifts an excellent way for businesses and colleagues to show their appreciation. Choose wisely and always be conscious of what the person you're buying for might like to receive.

About the author: For more great ideas on corporate gift giving solutions, visit

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Sunday, November 26, 2006

This is the story of Lynne and Dave.

Author: Glenn Harrington

Article: (Note to reader: This is the actual story as created and told by Glenn Harrington of the Harrington Newsletter Company. Other renditions of this story are in circulation, especially in Western Canada. This is the original.)

Lynne and Dave are two successful retail investment advisors, both of whom used a Harrington newsletter, and one of whom remains a successful investment advisor.

Lynne issued a Harrington newsletter for five bull-market years, then stopped it when the stock market turned in a bear run. She retired a few months later. Dave's story has a rebound, but not of the stock market. He really found the source of resilience in client relationships - heart.

The Story of Lynne and Dave is a story of differing approaches or philosophies about newsletters and client relationships. It also reflects how people's characters show in their businesses. I'm a strong believer that it's rewarding to let your character shine through in business - even if some people don't take to your true colours. We'll see, at the end of this story, what conclusions Lynne and Dave might have drawn.

When Lynne signed up with Glenn Harrington, she was a high-volume, top-grossing investment advisor. She put on seminars regularly. She did frequent advertising. She provided good performance to her clients. Her clients were pleased with their investment returns. Lynne accordingly put emphasis on her stock-picking acumen when she presented herself to the world.

It's a common principle in marketing to focus on what you're best at, or what makes you unique. Lynne regarded this as the stock-picking performance that her clients enjoyed. So, she made that her sales proposition.

Dave differed. He came to us a couple years after Lynne did. Dave was more modest. He seldom made performance claims. In terms of what was important to Lynne, Dave did speak of getting good returns for his investors. Yet, he didn't take a lot of personal pride in his ability to generate competitive returns for people. More importantly, he gave people confidence that he would make sure their money was well cared for, then delivered on that.

Lynne was a higher-profile investment advisor. One of the reasons why she came to us - actually, the main reason why Lynne came to us - was that she basically rejected the corporate newsletter. Lynne did not want a head-office newsletter that would include stock-picking advice, with her name and photo pasted onto it. Stock picking she regarded as her own specialty. It was important to Lynne that she had her own claims to make. She had a reputation to maintain and build upon. It was important to her that her newsletter was authentically her own. Her ideas were expressed through her newsletter by us, with some value-add from us. We did newsletters for Lynne for about five years - that is, before she retired.

Dave started dealing with us because he was buying what's sometimes called the ""off-the-shelf"" newsletter or ""canned"" newsletter from a newsletter service. Not from his head office. His firm didn't have a head-office newsletter that he would even consider, though his head office did encourage advisors to use newsletters.

So, Dave subscribed to a newsletter service, where his name, photo, and phone number were pasted in with pre-written, pre-approved content and his firm's logo and disclaimer. He even had some choice as to which articles would go into those newsletters. The service gave him a small menu each, so that he could choose what articles he wanted in his newsletter - each time, if he wanted.

In any case, even though Dave regarded the off-the-shelf service as better than a corporate newsletter, he came to us because, frankly, he felt embarrassed sending a newsletter where the content was not from him. He felt uncomfortable that there was a lack of authenticity in that newsletter. He was concerned that someday, somebody would have a question and he could give an answer contradicting what the newsletter said. So, Dave was seeking authenticity and a more genuine connection with people who would listen to his newsletter as his voice.

Over the five years that we created newsletters for Lynne, I advised her several times that there was more to a client relationship than providing stock-picking advice and generating investment returns. She, as a woman in the investment business, considered it very important to come across as professional rather than personal. Her philosophy: Why show a caring side when you have edge?

Lynne decided that the colours of her newsletter would be a dark blue and black. She considered the blue to be professional. The paper she would print her newsletter on was a standard white bond: a very normal, unnoticeable paper for any newsletter.

The combination of black and blue on white paper led to a somewhat cold newsletter. When I told Lynne this, she replied that professionalism is a little bit cold; it wasn't her responsibility to be personal or luxurious with her clients, but rather to make sure that they get good returns.

Lynne did actually follow my advice in a few issues. For example, she ran a little story about her son and a little story about her daughter. She also started a lending library of business books that she made available to her clients as announced in two or three issues. Then, she basically told me that she decided to can this attempt at including personal content, because it did not get the phone ringing or increase her income. Nobody was borrowing books from the lending library, except for two people who borrowed books that they never returned. Lynne regarded these as failures. So, she would continue focusing in her newsletter on stock-picking and providing investment returns.

Dave, on the other hand, really took the advice to include some personal content. We ran stories about his family (which would be safe in the hands of people who were not his clients). We ran some stories that reflected Dave's personality. Also in photos of his client events, we let Dave's character show through.

Dave's involvement in the newsletter (in supplying source material) made that really easy - so that we did not have to do any guesswork. We worked together with Dave in a collaborative way, as we did with Lynne. Lynne and Dave each had their character showing in story angles and in other ways because of this.

One of the advantages of the collaboration with Dave was that we were able to get Dave's likeable, trustworthy character to show through in the newsletter - including the fact that he was modest about investment returns. We plainly implied (rather than explicitly stated) in his newsletter that people who want incredible stock-picking performance basically don't belong with him.

On the other hand, people belong with him who simply want to feel that their life savings are safe, being cared for by a trustworthy, likable, conscientious professional. This was the underlying message in every issue of Dave's newsletter.

Eventually, Lynne's business became strong enough that she continued to follow basically her own formula for her newsletter. We were mainly wordsmithing Lynne's ideas and doing assembly work for layout. I was concerned that her approach took unnecessary risk for her reputation, with transaction- and returns-based client relationships. It turned out that these concerns were justified.

When the stock market turned bearish in 1999-2000, Lynne lost clients. In fact, even though her stock-picking saved many of her clients from suffering as badly as the stock indices, over years Lynne had created a reputation for herself as somebody who would get people incredible stock returns. Her clients were not getting incredible stock returns - her clients or anybody else's. Because Lynne implicitly promised that they would get incredible stock returns with her, when they did not get incredible stock returns, she lost clients. In fact, Lynne lost so many clients that, in the first-quarter of 2001, she retired.

Lynne had just stopped issuing her newsletter, because she didn't think that the newsletter could make a difference on her main problem: client attrition. The attrition continued to a point where she basically would have had to rebuild for years - and those years of rebuilding could only start after the stock market had an upward trend again.

Lynne now spends much more time with her children. (The children that her clients barely knew about.) Dave, on the other hand, suffered very little attrition during those bear market days. Basically, the only attrition he endured was from clients who died, or in other cases, people who were leaving the country.

Dave actually managed to maintain normal attrition, even though other investment advisors (such as Lynne) were basically losing their book. Not only did Dave continue to maintain his clientele through periods of low investment returns, but he actually received new referrals. He continues to receive referrals.

In fact, Dave's business continued to grow so healthily after the bear market that he said, ""My business is so successful that I don't need a newsletter anymore."" Dave stopped his newsletter in the summer of 2003. By the summer of 2004, he had received so many expressions of concern from his clients that he felt he had to resume the newsletter to maintain that connection with them.

After he stopped his newsletter, Dave's clients became concerned that he was not successful. The truth is that he was so successful that he didn't think he needed a newsletter anymore.

They, however, were concerned they had lost their connection with their liked and trusted investment advisor. They were wondering, ""Is my portfolio so small that I don't qualify to receive your newsletter anymore?"" or ""Are you not focused on people like me anymore?"" or ""Are you still in the business? What happened to you?"" or ""Have you been sick?"" Dave received so many inquiries like this that he resumed his newsletter with us in the summer of 2005.

He found that attendances at client events became healthy again quickly. After the newsletter began again, attrition remained low and new referrals began again. Dave just recently announced to me that he has brought on a partner to help manage his business, because he has so many investors that he needs somebody else's help to serve them. He already had a full-time, licensed assistant with experience.

In summary, we can say that both Lynne and Dave rejected the conventional idea that any good newsletter sent regularly will work (in Lynne's case, the corporate newsletter; in Dave's case, the off-the-shelf newsletter). They came to us wanting their own voice with Harrington's value-add (writing, layout, arranging printing and delivery on schedule).

In Lynne's case, her main show of character was her pride in her stock-market performance. Lynne's pride and her career performance both turned southward quickly when the stock market did, because she failed to develop more actual relationship with people, rather than relationship with their money. When her performance sucked by the standard she had set, she lost clients.

Dave learned that when people like you and trust you, they stay with you and they bring more money to you. Let me say that again. When people like you and trust you, they stay with you, and they bring more money to you.

We have discovered with Dave, and learned the hard way with Lynne, that professionals who show their character, get involved, and put heart into their newsletter, enjoy a loyal clientele with good depth of relationship, low attrition, and good referrals. Dave's business was so healthy that he had to bring on a partner in early 2006.

These contrasting stories each represent an approach to a newsletter and to CRM. Two successful investment advisors. One built resilience into client relationships with help from Glenn Harrington and found resilience in his own career. One regarded client relationships as transactional, and so gave only passing attention to connectedness with investors in her client newsletter. She left her career seeking greener pastures.

Dave and Lynne each represent many other financial services professionals. Which type are you: a Dave or a Lynne? Which would you rather be?

About the author: Glenn Harrington is Principal Consultant of the <a href="""">Harrington Newsletter Company</A></b> in Victoria.

<a href=""""></A > <a href="""">doctor@harringtonnew</a>

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Does Your Thank You Page Redirect People From Potential Profits?

Author: Heather Jacobson

Article: When I began my newsletter, I needed a page to redirect my subscribers to once they signed up. Because I was in a rush to get it set up, I redirected them to the archives page of my newsletter.

Big Mistake #1.

When I had some free time I went back and made a thank you page that simply stated, ""Thank you for subscribing. Your first issue will arrive shortly."" and listed the archives.

Big Mistake #2

What I failed to realize when I set up those two pages is that I had my visitor's attention. They were already interested in what I had to say because I convinced them to sign up for my newsletter or eCourse and I let them get away. I missed an opportunity. I missed potential profits.

When I redesigned my thank you page I included the standard ""thank you"" and ""make sure you look for your confirmation email"". I also instructed them to make sure they added me to their safe senders list to ensure they receive my emails. But this time I included ""You may also be interested in these additional free offers:"" and listed a free eBook, the opportunity to sign up for a free eCourse, and information about my favorite business author - all using my affiliate links.

Guess what happened? When I checked my affiliate stats, my click through rate increased 100% in just two days. Every person who subscribed to my newsletter also subscribed to the free eCourse I offered. My affiliate sales for the three products I promoted have doubled.

I've been publishing my newsletter for five months and it makes me sick to think about how much money I've lost because I didn't take the time to talk to my visitors.

Do you know what's mind blowing? Not only did it take me 30 minutes to set up the new thank you page, it didn't cost me a dime. I already had all the information tucked away in my personal affiliate tool kit and was just too lazy to pull it out and put it to use.

Don't make the same mistakes. Take a look at the page you're redirecting your new subscribers to. Are you offering targeted product recommendations? Are you keeping them with you or just letting them close that window to possibly never return? Take thirty minutes of your time and the resources you already have available to you and update your redirect page.

Your bank account will thank you.

About the author: Heather Jacobson is the owner of Valley Virtual Assistants, providing marketing support and services to entrepreneurs and small businesses. She is also the author of ""Making Dollars Out of Cents: 101 Tips for the Frugal Marketer"". For more information visit or

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Supercharge Your Traffic & Sales With Direct Targeting Tactics

Author: Carole Nickerson

Article: The usual article format for a product usually goes like this: introduction, features, a sprinkling of sales copy and then a closing statement to encourage people to buy. But then what? The reality is that one article alone isn't going to sweep the web and result in massive profits, especially if you're competing for inclusion in article directories amongst 100's of other people who might be writing about the same product. This is not to say that this isn't a good approach, because it does have it's own benefits in reaching people who are specifically interested in the product.

But is that all there is to the story? It seems kind of pointless to write another article basically recycling and rewording what you've already written because you're still just limiting yourself to the people who are looking for information about the product.

So what can a smart marketer do to get more exposure for the product and reach a wider audience?

Simple - direct targeting by focusing on features. For every feature you have a new opportunity for an article which goes beyond the product itself, giving you a means of reaching every single person who is looking for ""something that does x and y"". What you're doing really is creating for more traffic and sales channels by targeting people's actual wants and needs. Because the direct targeting strategy tightly focuses on individuals seeking specific solutions instead of more broader targeted groups with a ""window shopping"" attitude, you are really increasing your chances of making sales significantly.

Now here's the catch! Once they find out the product not only does ""x and y"", but ""a,b,c,d....etc."" , they start to get excited. When you are able to exceed someone's expectations and they know that they are getting more than they could have hoped for, you've got their attention in a big way. Even better if the product provides solutions to problems they didn't even know they had.


Let's say ""Annie"" is an affiliate of rss software which has the following features:

- downloads rss feeds from the web

- allows you to modify existing feeds

- feed website publishing wizard

- feed customizing tool

- submits your own feeds to feed directories

- converts feeds into different formats

- feed language translation tool

Annie then looks at each of these features and comes up with ideas for articles, like:

- how to modify rss feeds

- how to publish rss feeds on your website

- how to publish rss feeds on your blog

- how to customize feeds

- 10 Ways rss feeds can bring free publicity

- how benefits of submitting your feeds to directories

- How to translate feeds

- how to convert rss to html

- how to convert html to rss

- how to create rss feeds

- how to use feeds to promote your website

- how to find the best feeds

- 10 benefits of using feeds on your website

- etc.

The possibilities are endless for Annie. But she takes it a step further when she goes to Wordtracker to discover just what people are looking for in terms of rss software. This gives her even more highly targeted ideas for articles with often little competition in the search engines, giving her yet another advantage in reaching fresh buyers. Instead of just one article outlining a single product, she's got a dozen or more out there targeting people's specific wants and needs. Her chances of having the articles picked up by other sources is dramatically increased and she now has even more opportunities for generating traffic and sales.

Way to go Annie!

Whether you choose to use Wordtracker or not is up to you, though doing some good keyword research using free tools can help you target your article ideas and optimize pages much better. Write enough related articles and you could compile them into an ebook or create an entire site based on them if the product sells well. But this strategy isn't just for affiliate marketers, it works just as well for your own products too.

About the author: Carole Nickerson has been a web developer and internet marketer since 1998. She now spends her days actively filling up her new blog with all she has learned. To find more free articles, tips, and resources like this visit: Learn how to make money online at:

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Don't Read This Article - I Dare You!

Author: Aaron Potts

Article: See? It worked! The title said 'Don't Read This Article - I Dare You!', and here you are reading it anyway. Victory for me and my amazing psychic abilities?


Actually, this Maiden Voyage article of The Don't Chronicles has but one goal: to teach you the power of negative thinking! No, I don't mean that you should give up on your positive attitude. I mean that people don't like to be told ""DON'T!""

Think about it. Why did you read this article? Defiance? Curiosity? Don't like being told what to do - or NOT do?

These are the same emotions that people will experience when you tell them ""Don't buy my product"", ""Don't use my services"", ""Don't visit my website"".

They will say things like ""I don't care WHO that person thinks they are! I'll buy the product, use the service, or visit the website if I want to; I don't care what they say!""

They will think ""I wonder what is so special about that product, service, or website that this person is willing to risk losing his or her audience by telling them not to participate?""

You don't have to have the ""Next Big Thing"", or have some ""Incredible New"" product in order to get someone interested. Instead, just get them interested!

Tell them that they don't want to look into your services or products. They don't need to read your information-packed website. They don't want to spend time learning about how your product or service could help them.

Do you know what their first question is going to be when you tell them these things? ""Why Not??""

Now you've picqued their interest! Now they want to learn more. They want to learn about this top-secret product they weren't supposed to know about. They want to see this website that you told them not to bother visiting. They want to find out why your services are so in-demand that you can afford to tell people NOT to use them!

Human beings are people, and people are curious, and people don't like being told what to do. This isn't Sales and Marketing 101. This is Human Nature. If you want to sell your products and services to humans, you need to learn how humans think.

Or Don't. I don't really care anyway. I've obviously piqued YOUR interest, or you wouldn't have read this far!

DON'T check out the rest of The Don't Chronicles! After all, no one could possibly have a point of view or a unique way of dealing with life that you haven't already thought of, right?

About the author: Aaron Potts is the owner of <a href="""">Fitness Destinations</a>, the author of <a href="""">The Don't Chronicles</a> and offers Free Daily <a href="""">Fitnes s Tip Podcasts</a>.

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