Marlon, was just teaching crowd that on-line success doesn't have to be cosmic. Often, things you need to do are staring you right in face. The reaction from crowd, and conversations with people afterward, showed me that many people do need to develop a strategy for using this powerful tool in their marketing mix. So in this article let's look at how to effectively use pay per click search engines to drive massive amounts of highly targeted traffic to your website.

The real secret to using pay-per-click search engines effectively is driving *right* traffic to your site. Since you are paying for these visitors, you want visitors who really want whatever it is that you are selling. You don't want to attract browsers. You want people who will arrive at your site and take action your site is structured to generate. You also want to do this as inexpensively as practical.

The most important thing that you do in using pay-per-click search engines is write your listing correctly. This is what determines whether you get back many times your investment, or whether you just end up with disappointments and even trouble-makers.

I teach that you should write a pay-per-click listing as if it were a singles ad. A singles ad tells what desirable traits are in person you are looking for. They tell what this ideal person should like to do, and equally as important, what this person should not be like. For example, should person love kids, or be a non-smoker, or enjoy outdoors?

Your pay-per-click listing should convey same information. Your title should grab attention of who you are looking for. Then body of listing should continue describing your ideal prospect, by spelling out benefits, while at same time, disqualifying prospects you don't want.

"Whoa!" I reply. "That's not enough of a reason for media to do a story. Nearly everyone uses a toothbrush and a wallet of one sort or another, but how often do you see stories about either of those items in papers or on nightly news? Prevalent doesn't mean interesting or timely. So let's brainstorm about what would entice media to consider something about your item newsworthy."

By putting a spin on something ordinary, or identifying some unusual aspect of something ordinary, you have a good chance of getting major media hits. For instance:

* Create a controversy. E.g., claim that 90% of Americans use each toothbrush far too long.

* Give an award. E.g., a prize for world's rattiest wallet.

* Offer surprising facts about your product. E.g., how long ago people were using toothbrushes surprising similar to today's.

* Show an unexpected clientele using your product. E.g., wallets for toddlers or for nudists.

* Piggyback on news. E.g., play up connection if there's a toothbrush scene in a new feature film or a popular sit-com.