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

Take a minute and count up advertising methods which fight for your attention (and money) every day. Just basic list includes:

· Yellow page ads

· Newspaper and magazine ads

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

· Radio pitches interrupting flow of your favorite songs

· TV ads - about 20 minutes worth per hour now

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

· Highway billboards by 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 action 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 against constant sales and marketing messages? Well, 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 in 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 you 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 at same time? The one-word answer really applies to most everyone.

Trust!

Even if your ad budget is small you should still plan and measure results of you advertising. This process is 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 can’t manage what you can’t 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. But truth is, any ad that you can accurately measure results for falls into category of direct marketing.