Use Comparisons To Make Your Point: It Works Like a Charm!

Written by Ron Sathoff

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An analogy that we've all heard isrepparttar one about fishing: "By providing information to you about marketing (or promotion, or copywriting, or whatever), we are showing you HOW to fish rather than just GIVING you a fish" --repparttar 101172 reason we understand this is because we understandrepparttar 101173 difference (and advantage) of being able to provide for ourselves over a long period of time, rather than just having a one-time benefit. By usingrepparttar 101174 analogy, you don't have to go into a tedious explanation of what you mean (as I just did!).

These two forms of comparison may seem fairly obvious onrepparttar 101175 surface, but, like an iceberg (see what I'm doing?), there's a lot more substance belowrepparttar 101176 surface. Just remember a few simple tips when using comparisons:

* Use points of reference that are well known torepparttar 101177 audience. This will make your explanations easier to understand. "Our system is organized inrepparttar 101178 same way asrepparttar 101179 18th century Ottoman Empire" is probably NOTrepparttar 101180 best analogy to use.

* When using a comparison and contrast, express differences as being advantages. That is, don't just show how your product or service is different; show how it is BETTER.

* When using analogies, compare your product or service to something LIKED or RESPECTED byrepparttar 101181 audience. Not only will this help you explain your message -- it will also help createrepparttar 101182 right attitude towards it. "Our product has been copied by our competitors, just like Crystal Pepsi was!" might get your point across, but it probably won't make your product any more desirable.

Please realize that these tips are just a starting point. As with any persuasive strategy, you will have to study your own situation and target audience to figure outrepparttar 101183 best way to use comparisons in your sales messages. Whateverrepparttar 101184 situation, however, you should remember that understandingrepparttar 101185 experiences, knowledge, and attitudes of your audience is alwaysrepparttar 101186 first step in reaching them. Good fishing!

Ron Sathoff is a noted speaker and manager of DrNunley's Ron works with business speakers and writers, helping them with their copy-writing, marketing, and Internet promotion. Reach him at or 801-328-9006.

Recent research predicts that the online ad market will decline by 25% in 2001

Written by John Schultz

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3. Offer Incentives to Subscribers and Previous Advertisers.

Your own mailing list is a great source of advertisers! They're familiar with your newsletter and know what type of exposure their ads would receive. Previous advertisers also have this type of first-hand knowledge. Encourage them to book with you by offering great incentives - free bonuses, significant discounts, or anything else of value.

4. Swap Ads.

Approach other editors within your niche market and offer to swap ads. This is a great way to increase your exposure, fill your ad space, and do it all without spending a single dime.

5. Barter.

Is there something you need but just haven't gotten around to doing it? Use your ad space as a bargaining chip. For example, you could ask a graphic artist to create a banner or eBook cover for you in exchange for ad(s) in your newsletter. To sweetenrepparttar deal you could offer an 'endorsed' ad.

6. Gorepparttar 101171 Extra Mile.

Provide prompt, friendly, and reliable service to encourage repeat orders. A little extra attention goes a long ways!

Inrepparttar 101172 meantime, if your business relies heavily upon ad revenues for profits, start building another viable income stream. For example, one model that's becoming increasingly popular isrepparttar 101173 content-rich, fee-based membership site.

Companies that are overly-reliant on ad revenues have a choice: adjust torepparttar 101174 ever-changing world ofrepparttar 101175 Internet, or risk going out of business.

We've all heardrepparttar 101176 phrase, 'Never put all your eggs in one basket'. That's good advice for every online business owner.

John Schultz is the brains behind, the place where webmasters can go to auction off their remnant ad space! Webmasters make some extra money, and visitors can pick up some great deals ... visit today at

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