So how do you go about getting customers?

Well in snail mail order business you could run ads in business opportunity magazines, or you could go direct mail renting mailing lists.

Online business works something same you can post your message on Newsgroups or Free For All sites.

To promote my latest opportunity I recently rented a mailing list of 200 fresh business opportunity seekers supplied on sticky labels.

Out of 200 names and addresses at least 30 of them were regular advertisers in UK business opportunity magazines, another 10 had business names and addresses but biggest surprise was finding my own name and address on list.

After I discarded useless names I sent my offer to rest of list and had a 0% response to mailing. The whole mailing had been a complete waste of time and money.

It wasn't until later that I found out why my response was so low.

I ran a small classified ad in around 10 business opportunity magazines and small adsheets for a month and coded each ad to see which publications were bringing in best response.

I got a reasonable response from all ads for up to two months.

After two months I was still receiving replies from these ads but instead of further information requests these replies were filled with business opportunity leaflets and had a sticky label on envelope.

Content analysis is rather dry term used to describe quantitative and qualitative value of news stories generated by an organization's PR department. Content analysis goes beyond determining "equivalent advertising value" - what coverage would cost if it were purchased as advertising – to determine impact of specific messages on reporters in a media campaign.

And while learning that equivalent ad value of your campaign is multiples greater than your original budget is indeed gratifying, diving deeper into details will tell you whether your messages are hitting their mark and how a campaign may be refined to increase its effectiveness.

IS YOUR NEWS GENERALLY POSITIVE OR NEGATIVE? In comprehensive content analysis, we tabulate every news story and track how positively or negatively news items about your organization are being covered.

WHICH OF YOUR MESSAGES ARE BEING CONVEYED? Most organizations seeking media coverage understand power of key messages – the, perhaps, three succinct media lines that are woven into interviews, releases and other interactions with media. Content analysis, we can tell you whether those messages are getting out. It will also tell you specific issues media is focusing on.