False Dogma in Web Marketing

Written by Stephen Bucaro

Permission is granted forrepparttar following article to forward, reprint, distribute, use for ezine, newsletter, website, offer as free bonus or part of a product for sale as long as no changes are made andrepparttar 125055 byline, copyright, andrepparttar 125056 resource box is included. ---------------------------------------------------------- False Dogma in Web Marketing

By Stephen Bucaro

The Web is awash with bad marketing advice written by people who have never made any money onrepparttar 125057 Web. This bad advice is repeated over and over again by pretend marketing experts. Are you following this dogma without thinking it through? Below are some misguided ideas you need to ignore.

1. Target your advertising - FALSE!

As an example, let’s say you are selling a business opportunity. Do you place your advertising inrepparttar 125058 same place where everybody else is selling business opportunities? Would you fish fromrepparttar 125059 same pier where two hundred other fishermen have lines inrepparttar 125060 water? Of course not!

Instead, let's say that you place your advertising in a newsletter about gardening. The readers ofrepparttar 125061 publication are exposed to many “targeted” ads about gardening products. Familiarity has trained them to ignore these ads. But your ad isrepparttar 125062 only one promoting a business opportunity.

Do you think a gardener might be interested in starting a business? Gardeners are people with a variety of interests. They will be receptive to your ad because inrepparttar 125063 gardening newsletter yours isrepparttar 125064 only ad promoting a business opportunity.

I’ll tell you a secret: Almost allrepparttar 125065 people reading publications related to business opportunities are selling a business opportunity. They read these publications to find out whatrepparttar 125066 competition is doing. They have absolutely no interest in buying a business opportunity.

Instead of targeting your advertising, place it whererepparttar 125067 audience is not bombarded with similar offers. Where your offer is something unique and interesting.

2. Use testimonials - FALSE!

When people have problems with a product or service they may complain. But if a product or service performs good, they never takerepparttar 125068 time to write a testimonial. Testimonials are only provided in return for money or other incentives. Do you believerepparttar 125069 testimonials you see on TV infomercials? I don’t think you’re that stupid.

Most testimonials are total fabrications. Who’s going to question them? If someone does question a testimonial,repparttar 125070 advertiser can say that they lost contact withrepparttar 125071 individual who gaverepparttar 125072 testimonial.

People know that testimonials are lies, and they view ads that use testimonials as dishonest and an insult to their intelligence.

Instead of using testimonials, provide complete information about your product or service. The more information you provide,repparttar 125073 less risk there is fromrepparttar 125074 customers prospective.

Of course, if your product or service is inferior, then don’t provide complete information about it - use testimonials.

3. Give an unconditional guarantee - FALSE!

There is a large group of people who make it a pursuit to scout out products sold with an unconditional guarantee. They use and enjoyrepparttar 125075 products with full intention of returning them for their money back. This is especially prevalent inrepparttar 125076 areas of software and information products, where they can make a copy and returnrepparttar 125077 original to get their money back.

If you want to support these freeloaders with your hard work, then offer an unconditional guarantee. Sure 90% of your customers are honest and won’t returnrepparttar 125078 product. Butrepparttar 125079 other 10% will not only demand their money back, they may also start selling copies of your product!

Instead of giving an unconditional guarantee, give a conditional guarantee. The purpose of a guarantee is to eliminate risk torepparttar 125080 purchaser of not receiving what they paid for. Carefully word your guarantee to protectrepparttar 125081 honest people, while preventingrepparttar 125082 freeloaders from stealing your work and destroying your business.

For example: “money back guaranteed ifrepparttar 125083 product does not perform as advertised.” Or “ifrepparttar 125084 CD is defective, return it within 90 days for a free replacement.”

4. People need to see your offer seven times before they buy - FALSE!

Are There Too Many Trees In Your Forest?

Written by Arleen M. Kaptur

Internet marketing is a great way to introduce a product/service, sell it to customers or clients, and reaprepparttar benefits of satisfied buyers and monetary gain.

If you have a product/service, you write a descriptive advertisement for it, listing allrepparttar 125054 features,repparttar 125055 dynamics, exclusive properties, endorsements, testimonials, test results, and so on, and so forth. With all this information, you end up with volumes of written words and numerous pages for your visitors to go through. You have included just about every phrase that would pertain to your product/service and used a Thesaurus to find even more descriptive phrases. There isn’t an adjective around that you have not utilized and as for bullets and other fancy features, you’ve covered each and every one of them. So, what’srepparttar 125056 problem?

There you have it- A beautiful depiction of a forest filled with trees, and more trees. Well, this is what you have created. Right there onrepparttar 125057 screen is a beautiful, growing forest of words, and information, with a couple of wildflowers and woodland animals inrepparttar 125058 picture as well. The colorful phrases, highlighted items, quotation marks, and underlined features are all there. Read through it once again. How far down do you have to go or how far do you have to travel into your forest to findrepparttar 125059 tree you are looking for? Namely, where isrepparttar 125060 tree that tells us exactly what your product/service is, with a price tag attached? Many sites will refer to their market product as “it” and yet, they never really tell us what “it” is until we have gone through miles of words.

Allrepparttar 125061 added features and descriptions are fine, but tell your visitors right up front what you are offering and let them know that, if they are interested, they can find additional features, quotations, etc. and in abundance. You will save a lot of disgruntled surfers from having to wade through volumes, only to discover that this is not something they need or have been looking for. Also, userepparttar 125062 correct tags and keywords. If you are offering dolls, don’t feel free to place “food products” as a keyword. It just might bring you visitors, but they will rememberrepparttar 125063 deception and if and when they need a “doll”, they will find it at an appropriate site.

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