The big payoff really comes when bad economic times rebound into good. When people have more money to spend, your business will have a higher, better mind share than folks who chose not to advertise. Higher mind share leads to higher market share when public starts buying again.

There's story of a brand of peanut butter that, due to government-mandated conversion of its factory for effort during World War II, was not even commercially available. Yet, brand was consistently advertised. When war was over, guess which brand had higher market share?

And it's in this atmosphere of free spending that market share is hardest to hold onto. More dollars to throw around, more choices, market gets diluted. Why not go into that phase leader, or biggest gainer?

So, when your competition rolls back their ad spending, pump yours up. You stand only to benefit from less-competitive atmosphere. Still a little unsure? Then set up a dollar cost averaging system for marketing. Spend same amount every week, every month, every quarter. You might be surprised you get more results in "down turned" markets.

Marketing is everything. If it weren't, your company would only subsist on word of mouth and chance.~

On flip side of this advertising coin are people who really don’t care. They are after, and only want one thing. Your money. They couldn’t care less whether they were providing a service to someone, or solving someone’s problem with a “win-win” solution. This causes real solution provider much grief and increases distrust between consumer and salesperson/advertiser. Ultimately it makes job of “real” business owner that much more difficult.

Two of oldest business ideals around are Quality and Quantity. Which one do you use in your business? Which one do you believe in? If you are of latter group, than please stop reading this article right now. The internet would be a better place without these types of advertisers. Unless of course you are ready to change your world weary ways.

People are tired of reading ads that SCREAM at them. A few examples are:

·ALL CAPS! ·Excessive Punctuation!!!!!! ·Make 10 Million Dollars By This Time Tomorrow Night! ·Incorect Speeling!

Nothing turns a potential prospect off more than these types of ads. Yet we see them day in day out. Everyone has their own idea about marketing. Some work, some don’t. Some just simply play numbers knowing they can always get about 1% conversion and don’t really care about writing good ads, fulfilling articles, or most importantly, solving consumers problem.

You must be credible. Your prospects will know if you are not. You must be trustworthy. Your prospects will know if you are not. You must be straightforward. Your prospects will know if you are not. You must offer hope of a solution. Your prospects will know if you are not. You must be believable. Your prospects will know if you are not.

You must realize… Your prospects are not stupid!

I started to explain solution principle to you when I described chair. You don’t normally purchase a chair because it’s pretty, or it because it matches drapes. You don’t purchase a chair because it was on sale or even because you save money. In fact, you don’t buy chair at all. You invest in solution it provides. Remember this and your sales will show positive results.

Invest in your customer first and he or she will invest in you and your product or service. Show credibility and trust, and your prospects will be more likely to purchase from you rather than your competitor. Be ethical, honest and straightforward in your ads and your bottom line will increase exponentially.

The old adage, “The customer is always right.” Is only part of it. The customer is always looking for a solution. Provide it to them and they will thank you for it with their order.

By: Eric Wichman Founder: Pdtimes.com

Copyright 2005 Eric Wichman. All rights reserved.