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Written by Jim Edwards

How do you persuade someone to do what you want them to do?

A whole world of marketing exists around us trying to do that every minute ofrepparttar day. Do you even notice it anymore or, like your prospects, have you subconsciously set up a system of "radar defenses" againstrepparttar 137213 daily bombardment of marketing messages?

Take a minute and count uprepparttar 137214 advertising methods which fight for your attention (and money) every day. Justrepparttar 137215 basic list includes:

∑ Yellow page ads

∑ Newspaper and magazine ads

∑ Postcards, catalogs, and direct mail circulars in your "snail mail" box

∑ Radio pitches interruptingrepparttar 137216 flow of your favorite songs

∑ TV ads - about 20 minutes worth per hour now

∑ Hundreds of storefronts, "mega" malls, and strip malls

∑ Highway billboards byrepparttar 137217 thousands

∑ Circulars hung on your doorknob

∑ Illegal signs on stop signs and telephone poles

∑ Legitimate email messages

∑ Spam email or UCE (unsolicited commercial email)

Just these 11 sources can overwhelm your brain with marketing messages. Like trapped rats, people develop defenses against this never-ending onslaught. They throw up a wall or a "radar defense" that goes into actionrepparttar 137218 minute they smell a "pitch" or a sales job. Don't blame them. We all do it!

So how can you get around this psychological wall againstrepparttar 137219 constant sales and marketing messages? Well,repparttar 137220 answer does NOT lie in hitting people with more frequent and obnoxious advertising or sly, sneaky tactics. You might get them to trust you for a minute, but it will backfire inrepparttar 137221 long run.

You must do two things instead:

1. First, you must establish credibility for yourself and your business as an expert.

2. Second, you must reduce their fears about doing business with you.

Doing these two things will get you past their defenses and allow yourepparttar 137222 opportunity to persuade them to buy your product.

So how do you accomplish these two "simple" things? What will win someone's attention, raise your credibility, and lower their fear factor all atrepparttar 137223 same time? The one-word answer really applies to most everyone.


If a seller can get behind your defenses with information which makes you trust them, then that credibility will carry over into a sale much ofrepparttar 137224 time.

Broadcast vs Direct Ads

Written by David A. Wells

How To Design and Deploy a Marketing Campaign

Even if your ad budget is small you should still plan and measurerepparttar results of you advertising. This process isrepparttar 137051 key to your ultimate success.

You see, there are two types of advertising. The first is broadcast marketing. This category includes TV and radio commercials. While broadcast ads can be effective they are very expensive and almost impossible to measure.

And you canít manage what you canít measure.

Which brings us to direct marketing. These ads are sent directly to your prospects. Sales letters, coupons, and order ready websites are some examples of this type of ad. Butrepparttar 137052 truth is, any ad that you can accurately measurerepparttar 137053 results for falls intorepparttar 137054 category of direct marketing.

The advantage of direct marketing is that it is more science than art. You can key every ad you use and measurerepparttar 137055 real world results exactly.

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