Change, or Reinforce?

Written by Robert F. Abbott

Do you know aboutrepparttar distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?

If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.

Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not onlyrepparttar 141500 content, but alsorepparttar 141501 presentation, and perhaps evenrepparttar 141502 medium.

For example, suppose you own a bookstore and every couple of months you send a newsletter to all residences within a two mile radius.

Now, if you have good market share and you're profitable, you won't want to rockrepparttar 141503 boat. You'll want to reinforce existing behaviors (which include buying at your store).

Onrepparttar 141504 other hand, if you just opened a new bookstore and need to take market share from other bookstores, then you want change existing book buying behavior.

Another example: Suppose your employee safety program has worked well forrepparttar 141505 past year and you want to maintainrepparttar 141506 practices that led to this longest-ever period without an accident. Your communication would reinforce. Onrepparttar 141507 other hand, ifrepparttar 141508 safety record was unacceptable, you would try to get change through your communication.

In a change situation, we want to upsetrepparttar 141509 status quo, to challenge existing beliefs and ways of doing things. That meansrepparttar 141510 words and style could be somewhat inflammatory.

We can do this by making bold claims or allegations: Just listen to, or look at, advertising claims like these: "If you shop at Joe's Bookstore, you may be paying too much!" or, "Drive a bit further and save a lot more at Jane's Bookstore!"

Submit Your Website to Seach Engines

Written by Joanne King

Some search engine submissions are free and some pay for this benefit but before I get into it I would like to place a little word of warning.

There will be some places that will offer to submit your website to hundreds or even thousands of search engines for free. Avoid these at all costs! I know I know they are tempting, thoughts stray to “woohoooo now I can do it in one push ofrepparttar button”.

Problem is this, when you submit your website to these programs they use a script to send out your url and most search engines these days have equipment in place to pick up when these scripts send your url to them. It’s considered spam and oncerepparttar 141499 search engines put your website in their “spam” pile they won’t add your website, possibly never!

The best way is to submit your website to search engines manually yourself. Here are a few websites to get you started that you can submit to for free:

Cont'd on page 2 ==> © 2005
Terms of Use