Honesty allows for clean, mutually beneficial transactions. It benefits seller by resulting in a core of satisfied customers, who become repeat customers, because of positive trust factor. It results in fewer merchandise returns, and, consequently, bigger profits. It benefits buyer by giving him a merchandise source that he can trust in all areas, with ability to rely on word of seller time after time, with no hassles and safety of completely guaranteed satisfaction with his purchases.

Next, realize that you have power to change lives with your words!

Words ARE powerful! (After all, God used them to create universe!) They are one of those powerful, invisible forces in world, along with electricity, love, etc. Do NOT exaggerate in your ads. Tell exact truth.

If you are recruiting people for a business opportunity, don't tell them they're going to be making $10,000 a month, when that is going to be solely dependent on their own efforts. You may state that it is POSSIBLE, but don't mislead them.

Avoid hype headers: "I'm Making $5,000 a month on Internet—You can, too!" is better than "Make a Mint Online!"

Truth in advertising carries many other more subtle benefits, which time and space do not allow to be pursued at this time, but, rest assured, all those subtle benefits are even more beneficial to both seller and buyer than more obvious ones mentioned above.

Along those lines, dear readers, if any of you respond to any advertisement you see in ’elf Expressions Ezine and find that advertisement to be less than truthful, please email this publisher at once with complete details, and if those details check out, we'll no longer publish that ad.

STYLE 2 - Serene and Sensible

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Which one appealed to you? Whichever it was, you may want to try writing in other style if you find yourself always writing your ads same way. If you want to catch different kinds of fish, you'll want to have different kinds of bait! You'll need ads that appeal to different people! I use a variety of ads written in a variety of styles. Some of them experts would love and some they would hate. But, depending on where they are placed, they all work.

When you go fishing, you also learn that you can't simply bait hook and throw it into water and then just sit there. My Dad taught me how to "jiggle" bait, cast it out and reel it back in, "drag" bottom, and numerous other techniques to get fish to bite. In your online marketing you’ll also have to apply some techniques to get your customers to bite.

You cannot simply write some ads and throw them around in a few places. You'll want to try different marketing techniques including banner ads, e-zine ads, classifieds ads, traffic generators, search engine submission, pay-per-click, and even FFA posting. And don't forget, you can use free advertising to test out new "bait" and new "fishing techniques".

Sounds like a lot of work, doesn't it? So why bother? For same reason you keep going fishing. You know those fish are out there, and it's just a matter of time before you "hook" BIG one!