ezine

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Publicity is a very different beast than advertising.

DEFINING THE DIFFERENCE BETWEEN PUBLICITY AND ADVERTISING

Dictionary.com defines Publicity as “Information that concerns a person, group, event, or product and that is disseminated through various media to attract public notice.”

Dictionary.com also defines Advertising as “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.”

While the two concepts seem very similar in nature, the real difference lies in the word “paid.”

PUBLICITY IS NOT ALWAYS FREE

If certain resources need to be gathered together to launch a drive for publicity, then the publicity cannot be thought of as free.

In fact, some publicity stunts can be very expensive to plan and to pull off. Additionally, press releases can consume a lot of time or money to get them to the news sources that need to see them. Constructing an effective press release often requires a writing specialist to construct it. Then press release distributions can run $300 apiece if an experienced third-party vendor is contracted to get them delivered.

No matter the cost of effective publicity, the cost of the same amount of media attention generated by advertising will always be much, much greater.

WITH THE RIGHT ANGLE, YOUR PUBLICITY CAN COST EVEN LESS

Joe Vitale has told the story about how the U.S. Parachute Association wanted to draw attention to one of their events. They had hired publicist Linda Credeur to help them to develop ideas to promote their upcoming event.

When Linda learned that the elder George Bush had been the only U.S. President to parachute from an airplane — in WWII — Linda thought it would be a great idea to “invite Bush to the convention, and to even give him an award.”

Although George Bush generally gets $50,000 an appearance, Linda was able to get Mr. Bush to attend the event for free. Joe said that the event was able to generate “wall-to-wall news coverage” with at least four camera crews in attendance for a week.

To read the full story, please visit Joe Vitale’s site at:
http://www.mrfire.com/0018.html

LEARN TO SCALE YOUR PUBLICITY

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Not all of us have the resources to pull off an event on the magnitude of the U.S. Parachute Association convention. Despite the fact that Mr. Bush attended and participated in the event for free — Bush even made an additional jump on his 75th birthday two years later — the convention still required the U.S. Parachute Association to corral a lot of resources to make their event successful.

Realistically, most of us do not need to generate publicity on the same scale as the parachuting convention. And even if we were able to generate that kind of coverage, we might not be prepared to handle all of the new interest in our business — especially if we run a service business.

Two things kill more businesses than any other — not enough operating capital to stay afloat, and more business than we can actually keep up with.

It is important to keep our publicity efforts to a level that is more consistent with our ability to keep up with the results of our efforts.

PRESS RELEASES

Press releases are designed to call attention to “a person, group, event, or product.” However, for a press release to be effective, it must be constructed in a manner that makes the topic newsworthy.

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Simply calling attention to the existence of a business is seldom effective in generating real publicity, unless your business has just opened — and then the announcement only has merit at your local newspaper office.

Especially when you are attempting to generate attention in the local news media, it is important to take special care not to annoy your local newspaper reporters. These people can actually make you or keep you out of the paper completely.

Even if you are attempting to distribute your press release at the national level, take care to make your press release interesting and newsworthy so that you may gain real advantage with your release.

GENERATING PUBLICITY ON A ZERO BUDGET

The most overlooked method of generating publicity for your business can be had with three simple lines of text:

Your Name
Your Business Name or Your Domain Name
Your City and State

All over the world, there are newspapers, magazines, online ezines and websites. Every single newspaper, magazine and online ezine generally accepts and publishes “Letters to the Editor.”

In addition, webmasters are generally looking for solid testimonials that they can use on their websites.

Just think, if you were to take the time to read a few publications or visit a few websites and take the time to notify the publisher of your thoughts, you might just find your comments being published in all sorts of locations. You never know just where your next paying customer might come from, so take the time to get yourself quoted in these media outlets. You might just find more and more traffic and sales coming from places where you would never think to buy advertising.

About the Author

John Calder is the owner/editor of The Ezine Dot Net. Subscribe Today and get real information YOU can use to help build your online business today! http://www.TheEzine.Net

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5 TOP Proven Ways Of Driving Traffic To Your Website As Practiced And Used By Successful Internet Marketer Around The World

 by: Ben Tiew

Would you like to get in on one the Internet’s biggest secrets to getting visitors to your website for free?

There are many hidden secrets that big-hitter “gurus” use to drive traffic to their website and generate huge amount of income every year .They are willing to spend hundred to thousand of dollars every month for marketing their website. All the advertising dollars worthwhile as they know what works and what doesn t.

It s however many proven ways that waiting to shoot your website to your customer without having you to use your hard earned money. I know there are many new netmarketers out there that have been spending more than what they can afford to. Eventually they lose their shirt and give up their internet business.

To Success in Online Business, You need to get as many ‘irons in the fire’ as possible. That’s a sure way to success. Don t worry if you don’t have the big money to advertise on google adwords, or on sponsored links, I have a solution for all you wanting to increase your traffic which will translate into Sales/sign-up and generate Profit for you. (Traffic Sales/Sign-up Profit ) Below I present you with a myriad of ‘fires’ where you can stick your ‘iron’ into.

If you would have say 14 ‘fires’ going with your iron in it and each of those fires would produce only ONE new member for you every 14 days, you would in other words be generating ONE new sales or member every day which would make you a ‘top recruiter’ or top seller straight away.

Proven Way 1

Well. You will feel requited to examine the subsequent paragraphs. Just keep on reading, you’ll gain some further awareness.

You need to Trade links with other web sites. This will attract and drive a lot of free traffic to you website that you ve never expected.They should be related to the subject of your web site. For example if your website are promoting Internet Income related ebook, you should link to website that are selling/promoting something that related to Internet income and NOT linking to those selling video games. (Tips : go to Google and search for working at home business, internet Income, etc).

The other advantage of trading links (reciprocal links) is that it will also shoot your search engine ranking up to the higher position. Everybody knows that Search Engines love website with consist of inbound and outbound theme-related links. You will drive a lot of targeted traffic by well-positioned your site in the search engine.

To get complete course of internet marketing that internet marketer need to know, secure your copy by clicking HERE or send a blank email to working-at-home-biz.com@getresponse.com

Proven Way 2

One of the Simple and Proven way to generate free traffic to your website these days is to use a free Traffic Exchange service. The different types of exchanges are start page exchanges, manual surf, and auto surf. (Tips : go to Google and search for Traffic exchange)

Generally, a traffic exchange is website service that enables you to view someone’s website, and others in turn view yours. You earn credits when you view someone’s site, and you use those credits to have others view your site. The other alternative is to purchase credit if you want a fast and easier way to promote in Traffic Exchange.

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The greatest benefit comes in when you sign up others and receive traffic from their efforts. The key is to join more than one exchange, it could be start page, manual or auto surf exchange, and promote them to get referrals. You’ll be amazed how much traffic you get from traffic exchange itself !

Proven Way 3

Form an Online Community or join the existing community on the internet (go to Google and search for internet business, online forum, working at home forum, etc) . It could be an online message board, e-mail discussion list or chat room. When people get involved in your community they will regularly return to communicate with others.

One exciting thing about forums is that when you setup your account, you can create a “signature file” or description of your business and a link back to your website or newsletter that will automatically be added to the bottom of every post you make. It’s basically like having a conversation with someone and leaving them your business card.

Hanging out in forums will not only help you build your reputation as someone who is honest, knowledgeable, sincere, helpful, it is a good way to generate traffic to your website, after all, it’s FREE.

Proven Way 4

Another Highly effective way to generate free traffic to your website is by Writing Article . It involves some additional work on your part but can be quite rewarding. The part that do the tricks is the resource box.

Include your resource box at the bottom of the article. This will be a brief description of you, your email address and website address. You’ll get visitors who wish to learn something that is within your expertise and will not hesitate to check out your website.

You should start write articles (at least one article per week) and submit them to e-zines, web sites and magazines that accept article submissions.

Use an attractive title. Examples

…………ways to………….

How to…………………….

………….tips to…………..

Include your resource box at the bottom of the article. This will be a brief description of you, your email address and website address.

Proven Way 5

Publishing newsletter is one of the best ways to build an opt-in list and generate free traffic to you r website. Don’t worry if you are not a writer. There are literally millions of articles that you can get from the following sources:-

1. Check out from search engines using words like “free articles” or “free content”.

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2. From ezine directory that provide articles from peoples who want to get their articles listed in your newsletter.

Those who subscribe to your free newsletter will receive latest tips , tricks and useful information about your subject matter. To get yourself a FREE complete 400 days newsletter with your website link and built-in autoresponder to follow up with prospect check out http://www.working-at-home-biz.com/pips.html

About The Author Copyright reserved @ 2005 Ben Tiew Ben Tiew Will Show You How To Get Your Very Own Money Making Website Built Just For You And That’s 100% Ready To Take Orders And Pull In Massive Residual Profits. Get Details And Signup Today At: http://www.working-at-home-biz.com/profit.html tiewkb@monstercyber.com

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21 Search Engine Terms Every Web Marketer Should Know Part 1.

 by: Kamau Austin

All right. Further parts of the article could be a treat to the expert. Your nose for news would get a treat in the statements that follow.

1. Search Engine - Is a database of web sites that is ranked according to the computerized criteria that the programmers decide upon called an algorithm. Various search engines determine ranking on their own different factors of importance or relevancy. For the last few years the Google search engine was the most popular search engine supplying the search results for Yahoo and to a lesser extent MSN and AOL. This all changed recently after Yahoo purchased different search engine companies and developed its own search engine. Soon MSN will enter this market with its own search engine algorithm.

Searchers input keyword queries into search boxes and are given results from the databases of the search engines in accordance with the ranking algorithm from whatever search engine they are using.

In other words, search engines index sites it feels will be of value to its customers, which are Internet surfers searching for information.

The most important concept to grasp with a search engine, is that it uses an automated computerized system to find and rank the sites within its database of web sites.

2. Internet Directory - An Internet directory is a large listing of categorized web sites - however the concept that should be understood with the Internet directories, is that they actually have editors that decide what goes into the directory. Remember an Internet directory is decided and managed by human editors, while in contrast, a search engine is ranked by a computerized algorithm or system. Directories are important to get links from because, they will raise your rankings in the Google algorithm (which is based on PageRank or links from other sites to a great extent).

3. SEO - Search Engine Optimization From the Tao of Search Engine Promotion represents the Ying or Female Principle in that it is more fluid and receptive to the algorithms of the search engines, which of course you - do not control. SEO promotion is using known conventions and in some cases deconstructing the algorithms of the developers of the search engines and working with them. In other words it is like Judo where you use the momentum and power of the search engines to build your business. You will have to be constantly vigilant, in order to try to stay abreast of the latest developments in SEO promotion.

4. Pay-Per-Click (PPC) advertising with the search engines is bidding for particular keyword phrases or search terms used most frequently by Internet users related to information on certain niches and sectors. Overture was the first great pay-per-click advertising sales channel for the search engines. It presently represents Yahoo, MSN, AOL, Alta Vista, Hot Bot, and related partners allowing advertisers to bid on particular keywords. Google presently runs its own PPC Search Engine advertising branch called Google’s Adwords Select. Since PPC advertising is so expensive use it in moderation by setting daily and monthly budgets (otherwise for high volume searched keywords you could go broke).

After setting budgets, which you do in the Overture and Google advertising interfaces, use PPC to test your conversion rates for subscribers, sales, etc., and constantly monitor it and fine-tune it. You want to increase your conversation rates. This is critical because as we alluded to the expense of PPC in earlier in this article the typical major ad agency or corporate brand only spends $5 - $15 dollars to reach a thousand people (CPM). Although they may go higher for a responsive direct mail lists like $100 or $150 to reach a thousand people. In PPC advertising small business are usually paying at least 35 cents on the dollar (for any word with any real competition) to reach a thousand people or $350 dollars. I have seen and experienced people paying $2.50 a click or $2250 dollars to reach a thousand people.

The true expense of PPC is never discussed by experts in that industry. Any small business using PPC should have an outstanding product ready for prime time, to see any return in investment. Alternately, they should only use it for limited testing or to get a product quickly to market on-line. Given the expense of PPC some small business people might be better off buying classified direct response advertising in a niche publication or obtaining ad space in ezines.

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Another point to discuss in PPC is how the major companies hurt their advertisers (stab them in the back) by using pop-up blockers, which hurts the advertisers ability to collect email addresses on the front end, and with spam filters block even legitimate marketers ability to reach opt-in subscribers on the back end. Google is more of a front end pop-up blocker, AOL is more of an email blocker, while Yahoo is both. There are better ways to stop email and web site spam. What is important is that small business, if it is not careful with PPC could be paying AOL, Google, and Yahoo/Overture to put them out of business.

5. Pay Per Inclusion is paying to be included in the database of a search engine or Internet directory. Presently it is free to be included in the Google search engine. You just need a link to your site from a few other sites already in the Google database and your site will be spidered in many cases. Recently it has been announced Yahoo will charge a fee to update your new content into their search engine database. From what I understand if you are already listed in Yahoo its all well and good, but any new content that you put on your site will not be indexed.

6. Search Terms (AKA Keywords or Keyword Phrases) - Search terms and more specifically keyword phrases are words searchers put in a search box to find information on a particular product, service, or item. Keywords and Keyword phrases have different tiers. For instance the top tier keyword ‘business’ probably receives 500,000 searches a month. But it is so general that it would not be a good keyword for which to optimize your site. However, the second tier Keyword phrase ’small business’ would have less searches, but it is more of a targeted search. The third tier keyword phrases are even more targeted and would be ideal for persons to optimize their sites for although there are less monthly searches for them.

7. Search Engine Algorithm - Algorithms are sets of rules according to which search engines rank web pages. Figuring out the algorithms is a major part of SEO. The thinking is that if you understand how they calculate relevance, you can make specific pages on your site super relevant for specific search terms. For more on algorithms and SEO in general, please check out http://www.searchengineplan.com .

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We have additional write-ups on if you need to go through. Towards the final paragraph, don’t be forgetful to find the resources on .

About The Author Kamau Austin, helps small and minority business make more money, by creating, search friendly web sites. He is the owner of http://www.Ebizbydesign.com, http://www.Einfonews.com, http://www.carolsartshows.com and the creator of the Free Search Engine Promotion Tele-course. See the free telecourses at: http://www.SearchEngineplan.com

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So many people launch their first or second business with the
misconception that they can survive without advertising. It is
their fear of failure that almost single-handedly assures their
failure. They fear spending the money that they need to get and
keep their business running during those early years of their
operation.

Let s face it, when you start in business, money is usually
pretty darn tight. So, you must figure out how to get off the
ground without throwing your money down the drain. Every single
red cent is important enough to hang onto with a tight fist.

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NOW IS NOT THE TIME TO REINVENT COPPER WIRE

I am reminded of an old joke a friend used to tell about himself.

My friend had always told me that both he and his brother were
the inventers of copper wire. He insisted that the two of them
were fighting over a penny one day and managed to stretch it out
into the first strand of copper wire known to mankind.

Indeed, now is not the time to try to reinvent copper wire.

ADVERTISING IS A NECESSARY COMPONENT OF A SUCCESSFUL BUSINESS

The point of advertising is to notify your customers of the
existence of your business. It is necessary to tell people that
you are in business and to tell them what products and services
you are offering.

Unless people know that you are offering a certain product or
service at a certain price, no one will knock upon your door to
buy your wares.

If you fail to attract customers and dollars, your business will
die. Therefore, advertising is a must for the success of your
business. Sure, word of mouth can take you places, but it can
only take you so far. Advertising is designed to pick up where
word of mouth leaves off.

ATTRITION IS A DEFINITE FACTOR TO CONSIDER

Attrition is a factor in all businesses. A business is able to
pick up so many customers and dollars on every advertising or
promotion venture. Yet, a certain portion of your old and new
customers and dollars will drop off over time.

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You simply cannot rest on your laurels. You must continue to
generate new business and new dollars or your business will die.

EZINE PUBLISHING DELIVERS A GOOD EXAMPLE OF COMMERCIAL ATTRITION

If you have ever published an online ezine, then you will have
seen attrition first hand.

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You can spend all week advertising your ezine and note that your
efforts have generated for example 500 new subscribers. Yet, by
the end of the week, your subscriber base has only climbed by
250 subscribers. What went wrong?

Well, this is how it works. Keep in mind this is only an example
to make my point, but if you have ever published an ezine, then
you will know I am right on the money with this observation.

In one week:

500 people sign up for the first time.
40 of those people unsubscribe after the very first
issue because they do not like the content.
30 people quit after the first issue because their
only purpose in subscribing in the first place was to get the
freebie you had offered to new subscribers.
30 of those people unsubscribe because they do not
remember subscribing to the ezine in the first place.
80 email addresses bounce due to ISP email filters.
20 people bounce because they did not pay their
Internet bill.
35 people have simply changed their email addresses
without submitting a change of address to you.
15 people have quit the Internet altogether.

In the final analysis, 100 of your new subscribers, or 20% of
your newcomers are gone after one week. Another 150 subscribers
were long-time subscribers who are gone for other reasons.

If you make the mistake of stopping your advertising, your ezine
list will eventually wind down to one subscriber — you. In our
example, 150 long-time subscribers disappear every week, and
there is nothing you can do to stop it. You must absolutely keep
a fresh flow of new subscribers coming into the ezine in order
to stay ahead of the attrition curve.

STAYING AHEAD OF THE ATTRITION CURVE

An ezine or a business, what is the difference? Not much. Your
business will suffer the same fate as the ezine if you do not
advertise. I don t know how to make it any more clear than this.

Yes, you must be careful not to throw your money away on
advertising that does not generate results. But you cannot
afford to throw the baby out with the bath water.

Carefully, pick your advertising, study your results, and put
your money back into what is working for you.

In conclusion, you must decide. Do you want to advertise your
business, or do you want to watch your business die? The
decision is yours and yours alone. Well, what are you going to
do?

About the Author

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Ezine Community

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Trade shows will naturally draw those with high end interest and
the technical knowledge that leads to that jargon spewed by
keynote speakers. Enterprise-speak vendors display their wares
and attendees at break-out sessions are full of techno-geeks
seeking the latest knowledge enhancement for their narrow interest
area. InternetWorld 2002 was no different.

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But I’ve made a couple of interesting trade show discoveries.

1) Privately funded companies who are themselves small businesses
are more likely to create applications for small business use,
NOT applications that may promise to make them millionaires in
a rapid initial public offering of vastly over-rated stock.

2) Privately funded small businesses are run by Apple Mac owners!
The start-ups often bloom from existing businesses as a further
development of existing privately held companies. Those small
business developers offer software that works on EVERY operating
system, not just one.

Windows, Linux, OS2 Warp, Sun Solaris, other Java platforms,
Mac OS9 (Classic) and Mac OS X! Did I hear you say, that would
work for anyone? So rule number one for small business use is
affordability and flexibility — those overpromised and
underdelivered qualities listed on every news release ever
written for software solutions.

This second discovery sort of slowly dawned on me while I’ve
wandered show floors over the course of the last year searching
for valuable tools for the little guy. I find a worthwhile small
business solution and there’s a Mac on the booth demo display!
I quickly learned to reverse that 2nd phenomenon in my favor to
make it easier to find valuable small business stuff on vast
convention center show floors.

I no doubt noticed those Macs because I own a couple of them
myself. I’d like to make the corollary that Mac users are
successful business operators who run reasonably profitable
businesses. The Mac test proved effective at InternetWorld
when all but a couple of the most valuable eBiz discoveries
made were being demonstrated on Macs. ALL of the Mac’s I
discovered prominently displayed were demonstrating worthwhile
small business tools, and each of those Mac users provided
software that would run on a Mac. I may have discovered a way
to avoid the frustration of finding unusable or overpriced
tools at internet trade shows!

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The mainstream is missing here. That is clearly part of the odd
atmosphere at web conferences as vendors hawk their wares from
fancy show booths . . . and to whom? To the enterprise, stupid!

Individual sales for those companies offering small business
solutions means income of less than $100 monthly, or licensing
fees of between $500 and $2000 for those vendors and not
multimillion dollar deals that you read about in the Wall Street
Journal. This means that those vendors that do offer small
business solutions most often don’t attend trade shows because
they can’t reach their audience there. Unless they can also sell
their tools to enterprise level Dilbert-like drones, there is
little reason to hawk their wares at trade shows.

Are there any folks out there (other than Mac users) who just
have a middle level interest, run a small business online and
don’t sound like they are spelling everything when discussing
business applications? CRM, ROI, ERP, J2EE, XML and even SOAP
are on the tongues of corporate suits. Are the rest of us lost
and wandering aimlessly through InternetWorld, sponsored by AOL?
Even the MacWorld conference seems to be overflowing in stuff
only giant corporate Goliaths can possibly afford for their
business.

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I hope that the adoption of the UNIX platform for OS X makes
Apple more successful, but I’d sure hate to see ENTERPRISE
software and business users make Apple move to that lucrative
market and forget what made them a success in the first place,
lack of jargon, intuitive commands and pleasing, even fun to
use computers. Maybe Apple could develop a GUI for corporate
use that reminds Dilbert-like drones that they are WORKING
after all! Don’t enjoy your time on the clock, by golly! The
screen is gray and lifeless and commands are full of jargon.

I’d like to propose to Steve Jobs that he attempt another
launch of NEXT, which is essentially his basis for OS X.
That way, if Big Business adopts NEXT with enthusiasm, we
won’t lose the entertaining sound effects, understandable
language and attractive graphics that make Apple delicious.

About the Author

Mike Banks Valentine
Search Engine Optimization for the Small Business
http://WebSite101.com/Search_Engine_Positioning/
WebSite101 “Reading List” Weekly Netrepreneur Tip Sheet
Weekly Ezine emphasizing small business on the Internet
http://website101.com/free_ezine_content/

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Breaking The Chains!

 by: Jason Gober

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Ways for Independent Businesses To Compete With Corporate America

Everyday, customers and business owners are bombarded with billboards, logos, print and electronic ads from huge corporations. With annual ad budgets that are more than our businesses’ SALES in an entire year, our small independent businesses are getting squeezed out of consumers minds (and wallets) more and more each year. But the good news is, there are ways to fight back and break the chains :

-Build that website and perfect your online presence.

The Internet is one place where, compared to print and other forms of electronic media, the playing field is relatively level. A website filled with loads of great content will be loved by the search engines like Google and Yahoo!, and because of that, customers that may not even know where you are can find you and buy online. If you own a retail store, start an e-store. If you own a restaurant or a service-related business, offer a gift certificate or printable coupon. Starting a mailing list on your website with the latest news, events and special offers is a great way to get (and keep) loyal, regular customers. The options are endless, and best of all, content is the Internet king, not slick, flashy, repetitive advertising. If you aren’t comfortable with all things Internet, there are many companies that are, and can help you with web design, web hosting, search engine optimization, and web marketing.

-Join (or start) a co-op or business association.

Strength in Numbers is more than a catchy phrase, it is becoming a necessity in our current business climate. Trade organizations can purchase products together to get better rates and buys, they can advertise together with direct mail coupons and newsletters (another big money saver), and they carry more political clout by appointing representatives to call on state legislatures or even Congress in order to promote legislation favorable to small independent businesses. If your area doesn’t have a trade organization, or does but you feel it doesn’t meet your needs, start one! The National Federation of Independent Business is a great resource with representatives in all fifty states and Washington D.C.

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-Don’t mimic Corporate America

Advertising is not cheap, because the prices that the large corporations are willing to pay for it have priced it out of the reach of most small businesses. This is not necessarily a bad thing; let them have all of the cold, impersonal, beat you over the head repetitive advertising! People only care about this on Super Bowl Sunday anyway! Always go for the personal touch. If you own a restaurant or retail store, introduce yourself. Let them know you appreciate them coming by, and you can’t wait to see them again. Always offer coupons or incentives. Remember that word of mouth advertising is so great you can’t put a price tag on it. Put yourself in the customers shoes, and stay there! Don’t ever do what you want; do what they want. Don’t just market your business, market yourself. It leaves an impression, and with the sorry state of customer service today in most (chain) businesses, people won’t forget it!

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Remember, you are an independent business because you wanted to do something new or different, so promote yourself accordingly. Here’s to you breaking the chains and becoming successful with your chosen endeavor.

About The Author Jason Gober is the owner and founder of Independent Business Online (www.myibol.com & www.shopindies.biz), helping companies start or improve their web presence with design, hosting, and promotion. He can be reached at support@shopindies.biz. sales@shopindies.biz

We made a grand effort to write this article. So, we believe you enjoyed it. This was a specific option for newsletter.

Here is your ezine report. Make usage this article to identify more profoundly and distinctly.

Copyright 2005 Ron Hutton

OK boys and girls. Today we’re having a pop quiz.

I heard that groan. Don’t worry. This will be over in a matter of seconds.

Q1: “__________” is King.

Okay. Further parts of the article would be a surprise to the connoisseur. Your hankering for facts could get quenched in the consequent lines.

Q2: Link “____________” and link “____________” matter oodles to Google.

The answers are provided in the following…

Are you hearing a lot of talk from marketers about writing and submitting artic|es to art:cle directories and other ezine publishers? I knew you were. There’s been a glut of articles on writing articles. For good reason.

Now I haven’t been actively writing and submitting articles until just recently, but the effects have been noticeable. So, what have I noticed?

In the last 4 weeks, I submitted three artic|es to a broad network of article directories and announcement groups. Yes, I did take one week off. So call me a slacker. The three article titles that I submitted were:

Well. Have you realized the worth of this stuff? I’m positive you must have.

We have other material on if you desire to read over. We shall give you with resources at the close of this report.

“How to Put Your Bookmark on Top Every Time.”

“When a Customer Has Done Everything to Get Your Goat”

“We’ll fix that later…”

I’m going to report the following numbers in real time as I’m writing this article. This relates to “Q2″ above. You can do this too because I’ll describe each step exactly. It’s real simple.

1) Go to http://www.google.com 2) Type the exact article title for each of the following titles and put it inside of quotation marks. (The quotation marks force Google to look for the exact phrase.) 3) Click the “Google Search” button, and… 3) Be am@zed.

Google reports:

“How to Put Your Bookmark on Top Every Time” - Indexed on 5,820 pages

“When a Customer Has Done Everything to Get Your Goat” - Indexed on 62 pages

Oh yes! Further insight to the piece of the article could be a fun to the expert. You must be persistent in order to have the value of this write-up. So, go on flipping through the pages.

“We’ll fix that later…” - Indexed on 554 pages

Now, am I going to tell you that in 3 weeks time I’ve managed to generate 6,436 inbound links to my website? Not. Submitting artic|es doesn’t do those kinds of miracles, but my artic|es are definitely out there for other webmasters and ezine publishers to use.

Unique visitor count to GoThrive.com has double since starting my article submissions, and as the artic|es get picked up and published, the inbound links will continue to materialize with time. Not a bad investment of time since the entire process of writing the article and submitting it takes no more than one hour per week.

Inbound links pointing to your website are a very good thing to have. This is part 1 answer to question 2 above.

Link Popularity.

The second part of the answer to question 2 above is equally important. You see, it’s not just how many inbound links are out there voting for your site, but it’s also important that they’re voting for the right thing.

Link Reputation.

Let’s say you have a website that promotes running shoes, and you write an article on the wonderful benefits of odor eaters. When you write your article, you’ll have the opportunity to include a resource box at the end of your article and this is where you can capitalize on your chance to build link reputation.

The idea behind “link reputation” is that the inbound links use keywords in the text that match the theme of the page to which the link is pointing.

One more time nice and slow. I don’t want you to miss this.

*** The idea behind “link reputation”… *** is that the inbound links use keywords in the text *** that match the theme of the page *** to which the link is pointing.

This is a fundamental SEO principle that you should keep in mind not only when writing a resource box for an article, but also when you’re designing your web pages.

So, to do this right, you’ll want your odor eater article’s resource box to have an odor eater keyword-laden link pointing to an odor eater page on your running shoes website. Does that make sense?

As the article’s author you’re in the perfect position to get the second part of the linking equation just right.

~ You decide what your resource box will say. ~ You decide what keywords are used in the link pointing to your website. ~ And you decide which page the link is directed to.

2 down. 1 to go.

Now for Q1. “Content is King.” There. I said it. There’s no disputing that all of the major search engines crave content. Enter stage left, Mr. Article Author.

If you’re writing artic|es and submitting them to article directories, you also need to be posting those artic|es on your 0wn website. When you do so, add about 20% unique content to your webpage so that it’s not exactly like every other webpage that’s been uploaded to the net. Search engines don’t like to see a lot of duplicate content, so take this little extra step to make sure that your page is unique.

Let’s review…

Q1: “_____________” is King.
A1: “C_o_n_t_e_n_t” is King.

Q2: Link “___________________” and link “___________________” matter oodles to Google.
A2: Link “P_o_p_u_l_a_r_i_t_y” and link “r_e_p_u_t_a_t_i_o_n” matter oodles to Google.

The service that I’ve been using for article submissions is SubmitYourArticle.com (http://www.submityourarticle.com), and I’ve got to say that I love it. I make one submission using SubmitYourArticle.com and my article is automatically submitted to an additional 22 article directories with only one click of the mouse. They offer a number of cool tools and if you’re looking for content for your 0wn website, it’s a terrific place to start.

Start today by casting a vote for your 0wn website. Nobody will mind. In fact, you’ll find that there are large masses of ezine publishers and webmasters who’d be glad to vote for your website too.

About the Author

Ron Hutton is a 20 year sales and marketing veteran with a passion for coaching and training. Subscribe to “GoThrive Online”, for big juicy marketing tips in small, easy-to-chew, bite size servings. 17 Free Cool Tools…
http://www.gothrive.com

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Copyright 2005 John Jantsch

Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs.

No, before any of those things will really have any impact on your business you ve got to uncover and communicate a way in which your business in different from every other business that says they do what you do. You ve got to get out of the commodity business. You ve got to stake your claim on a simple idea or position in the mind of your prospective clients.

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Here s what I mean. I have a client that provides custom computer programming. Essentially, they use programming languages to build custom applications for businesses. What they do is often hard to explain and
even harder to put a price on, making it difficult for a prospective client to compare different companies. As a way to differentiate their business, they have begun to offer something they call Perfect Coaching. Perfect Coaching is a unique blend of training and programming and, here s the key, no one else in their business is offering anything like it. Prospects like the sound of it and are asking to know more. It s too early to tell but I suspect this point of difference will open a lot of doors for them.

Ways to differentiate

Let s look at a number of tried and true ways to claim a unique point of difference.

Product Can you offer a product that is so unique or even trendy that your business is associated with that offering? Or, can you extend a product and offer a valuable service to make the product more useful to the customer.

Service Same goes for a service. Many times this can be the packaging of a service as a product. Consulting is often delivered on an hourly basis. Packaging a consulting engagement based on an outcome, with defined deliverables and fixed package price is a very effective way to differentiate a service offering. Don t forget to give the service a powerful name!

Market Niche Carve out an industry or two and become the most dominant player serving that industry. A really nice bonus to this approach is you can usually raise your prices dramatically when you specialize in this manner.

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Offer Can you become known by an offer you make? I know an accountant that offer his tax preparation clients a 100% refund on their preparation fee when they refer four new clients. They are the 100% refund tax guys.

Solve a Problem Is there something that prospects in your market fear or seem to believe is universal for what you do? If so, focus on communicating how you have the answer. Painless dentistry for example. I know a remodeling contractor who found that what his clients appreciated the most was the way his crews cleaned up at the end of the day. He began to promote the fact that he owned more ShopVacs then any other remodeling contractor on the planet.

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Message of Value Many times there are things that you do that don t get communicated. Extra that you provide or services you think should be included. Your positioning might just rest in more effectively communicating what you do. I know an office furniture dealer that has adopted the message We Make Your Business More Valuable to communicate all the things they bring to the party. Now, everything they do is focused on delivering on that statement. Everyone else in the industry sells furniture.

Unique habit I know a financial planner who has his client s car detailed right out in his parking lot when they come in for their annual review. They can’t help but rave to their friends about this unique touch.

Guarantee Can you offer a guarantee so strong that no one else in your industry would dream of doing it. This one frightens some people but, you probably guarantee your work anyway, you just don t say so. Come out and boldly announce that you guarantee results and watch what happens!

Customer Service Everyone knows the story of over the top customer service provided by Nordstrom s Create your own over the top customer response system and word of mouth advertising will flow liberally. One of the greatest ways to kick this off is to over deliver on your first customer contact. Give them something more than you promised, give them a gift, give them a related service for free.

Against the competition Many times you can create your category niche by looking for holes in the offerings of your competitors. If every one in industry fails to address a certain problem, boldly grab on to solving that problem and use your competition as the point of difference.

Clues to uncovering your difference

Look at your current clients. What common elements exist among your best clients? Interview your clients. See if they can tell you why they chose to work with, why they stay, why they refer? Study your competitors more closely. What do they do that you could do better, what don t they offer they you could, how do they position themselves?

Communicate the difference

Once you find your chosen strategy or combination of strategies to differentiate your business, all of your advertising and promotion should be centered around shouting about that difference.

Commit to it, stay at it and resist the temptation to wander off in the next new direction. Building a brand, and that s what I m talking about, takes time and patience. The payoff, however, is what differentiates the winners from the losers in this big marketing game.

About the Author

John Jantsch is a marketing consultant based in Kansas City, Mo. He writes frequently on real world small business marketing tactics and is the creator of Duct Tape Marketing a turn-key small business marketing system. Check out his blogs at http://www.DuctTapeMarketing.com/weblog.php and http://www.BloggingBusiness.com

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Using Baclinks to get Top Search Engine Ranking

 by: Richard Moore

There are no hidden secrets on how to rank high with the major search engines. All that is needed is a basic understanding of how search engines work and a bit of know how. Perhaps the biggest contributing factor to a successful web site is incoming links or Back Links. Without links, your website will more than likely go unnoticed. So how should you accumulate these links? Below are a few basic methods to accumulate quality back links.

Before you get started

You MUST understand how search engines work. Over 90% of your business will likely come directly from search engine results. Therefore, it is absolutely essential to optimize your site for search engines. You could have the greatest deals in the entire world, but if no one knows about them then your efforts are wasted. Do a search on google for Search Engine Optimization (SEO). You will find tons of great information on how to create a website that is both user friendly and search engine friendly. There are also countless numbers of companies and freelancers out there who offer SEO services. Just be cautious of their offers and do your research first. Remember, NO ONE can guarantee top placement in major search engines, no matter what they say.

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Where should back links come from?

Okay. Did you notice some embellishments to your info warehouse of ezines?

There is no limit for us. You could read other write-ups. Be sure not to forget the hierarchy on at the close of this stuff.

1. Articles are a fantastic source of links and additional traffic to your site. There are countless sites online that want your articles. It s a win win situation for everyone. When you write articles and submit them online, you are able to leave a link to your own site and sometimes even anchor text. I know what you re saying, I can t write about anything. I use to feel the same way. But the truth of the matter is, anyone can write. You just have to find a topic that interests you. You can write about anything from dogs, to computers, to personal training, to web hosting, heck you can even write about writing. The bottom line is, articles are a valuable source of relevant back links to your site.

2. Submit to directories. There are literally hundreds of free and paid directories online. With 3 hours of painless work, you can have your site submitted to hundreds of great directories. There are many quality lists of directories that are regularly updated. One of my favorites is http://www.best-web-directories.com/ which is always updated and maintained.

3. Develop link exchanges with relevant sites. The major search engines such as google see incoming links from relevant sites, and give them more rank compared a link from an unrelated site. For example, if you have a website about pet care products, your link strategy should target pet related sites. Again with a bit of hard work and determination, you can develop a great deal of relevant back links.

4. Forums are a great source for additional traffic and links. Many forums allow their users to display signatures in their posts. These signatures can consist of both text and links. When you post a new message on that forum, your websites link will be displayed for everyone to see. This not only helps build valuable back links, but will bring additional traffic to your website.

5. Join a link co-op. Co-ops such as the one found at http://www.digitalpoint.com/ are an amazing source of valuable back links and free advertisement. What is a co op network? A Co op network is a network of site owners/webmasters that offer ad space to the network. In return, the ads they define are displayed across the entire network. The best part of ad networks such as the one found at digital point, is, they are free. Having your site in a co-op can literally mean thousands of back links for your site.

6. Buying ezine ads is a paid method of advertising, but it works, because it is the most targeted of these approaches. Write a concise ad for your business, and link to either a lead-capture page or directly to your autoresponder. Then, begin contacting ezines to place your ad. (Do a search for ezine directories, and you will find enough lists to keep you busy.) When you contact an ezine, look for rates for both classified ads and solo ads. The advantage to a solo ad is that your ad goes out by itself in a separate email, but they can be more expensive. Because these ads are targeted (you should NOT advertise in an unrelated ezine), you will definitely see traffic, but you will need to track your results to see which ezines bring you the most and best traffic.

Okay. You’ve been patient enough to read till this point, it means you are basically meddlesome in ezines and . If you continue reading, we assure that your curiosity in this would intensify.

7. Ad Swaps can be an exellent source of advertising. Start by writing some killer copy (to coin a phrase…there are many free articles and ebooks writen on the subject). Simply use your favorite search engine and type in…how to write ad copy. I googled this as I am wriying this and it showed 12,400,000 results. WOW! Once you have your ad written, search out Ezines that are in the same catagory as your business or service. Again use your favorite web search. Build yourself a list of ezines and then email them asking if they except ad swaps. Include your ad in your corrospondance with the ezines so they can see what you are offering. Another place to check for ezines is to type in Ezine directories in your seach engine. Look up ezines in your catagory of business or service. Most listings will tell you if they except ad swaps and the peramiters of the ad such as how many lines and how many characters per line. Don’t forget to ad your website url in your ad.

If you want to have a successful site, whether-it-be a hobby or for business, you have to understand how search engines work. Part of that understanding, is knowing about link development. Maybe in the early 90 s the idea of if you build it they will come might have been true. But in the year 2005 the internet is a far more competitive and complex place. To be successful today, you have to work at it. Without a quality source of back links the search engines will all but ignore your site.

About The Author Richard D. Moore is the President and Founder of IncomeNow! Marketing Masters. We were established to provide information, tips and reviews relevant to all things pertaining to online business. We are quickly growing and becoming one of the most popular internet and home business resource sites available. We give you new and innovative, up to date real and honest information and techniques to start and/or grow your online business. Everything from advertising to marketing to search engine optimization. Free ongoing one on one support for all subscribers to IncomeNow! Can We Help You? You Bet We Can! http://www.incomenow.9k.com incomenow9k@hotmail.com

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Affiliate marketing is a good tool.

IF YOU ARE LIKE MOST BUSINESSES, IT IS A REAL challenge to attract paying customers to your site and still meet your ROI needs. Many companies who are successful in this area have reverted to a very traditional, real-world selling technique. They have taken this technique that has been successfully used for centuries and have finessed it into the cyber world. It is called Commission-based selling. Its embodiment in the online world takes the form of affiliate programs.

The easy definition of an affiliate program is Gain more customers through smaller sites run by others, which usually have a strong, loyal following. The small guys get a commission on sales that they send the bigger guys way. In a sign that the affiliate approach is working, a 2002 Forrester report said spending toward affiliate marketing increased by 50% while budgets for portal deals, e-mail, and banners all decreased significantly. Forrester also says that affiliate marketing is now driving $10.5 billion, or 15%, of online sales. By 2005, this figure will jump to $54 billion (Forrester, eCommerce Brokers Arrive, ). Today, 97% of online marketing deals have a performance component. Growth rates for pay-for-performance spending will be seven times the growth rates for CPM- based spending through 2006.

Pre-sell / Warm-up Phenomena
The most popular model is where Affiliates do not sell the merchant s product, they Pre-sell /Warm up their visitor and send them to the merchant s Web site in an open-to-buy frame of mind.

Some affiliates even have syndicated content from the merchant on their site and they take the visitor as far as possible before switching transparently (one hopes) to the merchant when the visitor is ready to put a credit card to use.

In the best situation, the visitor doesn t even realize that a switch from the smaller affiliate site to the larger merchant site has even taken place.

Affiliate Revenue Models Sales Commission:

Affiliate receives fixed % of sales as a commission.
Traffic exchange: One qualified clicks from my site is exchanged for one qualified click from yours.
Pay per contextual visitor Or Qualified Lead: Merchant pays a fixed amount to the affiliate per qualified click or lead.
Hybrid Model: A custom solution with two or more components of above revenue model.

What do affiliates look for when considering your affiliate program?
Product Profile: The Product plays a very important part in the success of this program. The basic criteria of product qualification are:

Products / services should be a purchasable item online.
Your catalog and offering should have sufficient content about the product or market segment
Miscellaneous, complementary accessories and services that will boost sales
A perfect sales pitch with pictures.
Mass appeal is an added plus.
Competitive Price.

High commission

Depending on the profit margin, the merchant should offer a good commission to their affiliates. The simple way to determine the commission is to calculate the current cost (Cost per acquisition) to make one sale by means of existing online marketing efforts using banners, paid placement, and other traditional Internet media.

Let s then assume that cost is 15 % of the existing revenue. It is safe to offer 10% commission to the affiliates with the other 5% assigned to the administration of the program. One can calculate the same formula Based on Cost per acquisition too.

Lifetime commission

Many affiliate programs just set the identifying cookie to last for a short period of time (perhaps 24 hours, some only for the duration of the visit to merchant s site). If the visitor doesn t buy within the short time the cookie is set, the visitor is no longer identified with the referring Webmaster and there is no commission paid to that Webmaster.

Good affiliate programs not only set the cookie for longer, up to a maximum of 10 years, they also use database tracking on the merchant s system. So, whenever a visitor that has been tagged and referred comes back to the merchant and buys, the merchant credits the referring Webmaster and pays the commission. This long-term cookie and database backup enables the merchant to provide the affiliate with a lifetime customer . Now that really is looking after affiliates!

Customer Service and Call Center
Effective customer service and call center support can make or break your affiliate program. Many online buyers would like to call when they make an online purchase. Well-managed CRM activity adds creditability in your offerings. A separate toll free number for each affiliate can add affiliate value by personalizing the experience for the customer and making certain proper credit is given to the affiliate for call center reservations.

Syndication Capabilities: You can affiliate with web sites in two ways first, by placing offers on your affiliates sites that link back to your company servers, where the sale is made; second, via hybrid models. The program models come in six basic types, and your company can offer any or all of them to potential affiliate partners: Banner or text links, Storefronts, Pop-ups, Embedded commerce, Email, Hybrid

Some merchants that go all out to support their affiliates and help them succeed offer newsletters, promotional ideas, up-to-date information, even whole web sites devoted just to affiliate support.

Contextual Relevancy
The Affiliates that are successful are those who are becoming ever more context-centric and offer contextual relevancy That is, what s being offered to site visitors closely matches the content of the site itself. Place the product or service in context and more people will buy. An affiliate site would be more effective selling video games than lawn mowers on a site targeted to teenagers. It s about presenting the right message to visitors in the right place at the right time.

After sale reporting and transaction
Affiliates like to see their transactions in detail on a daily basis to measure the performance of their investments. A detailed reporting mechanism for everyday sales, product names, and product categories are a very important part of successful program. Affiliates use these statistics to optimize their offering and marketing methods.

Also paying your affiliates on time and offering alternate payment methods is a must.

Wrong Assumptions about affiliate marketing

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Wrong Assumption 1: Having many many small sites promoting my product in mass will bring success to my affiliate program. It is not about how many affiliates you have, what really counts is how many affiliates producing significant results. Identify which affiliates are producing results and work with them closely to bring their revenue up.

The 80-20 rules applies: 80% of revenue is probably coming from 20% of your affiliates. Your results will be dependent on finding the right partners, big or small, that drive results.

Wrong Assumption 2: Affiliate programs will get new customers automatically with a low acquisition cost. Affiliates are becoming smart business entities day by day and they have a wide variety of offerings to choose from. They also understand the value of the traffic their sites are getting. They know that in their focus market segment good traffic is costing more, because it is worth more.

You get what you pay for. As a merchant, create a process that generates performance for both the merchant and the affiliate. To do that, you need to identify sites that will perform, based on their contextual relevancy and amount of traffic, and make sure you pay them enough to make it worth their while. It s not as easy as the mythology might suggest, but if you do it right it will certainly be worth your while.

Wrong Assumption 3: Action or Performance-based marketing has no risk. Straight media buys offer more control than performance-based marketing. Affiliates may be offering content and promoting your products, but there is a chance that the quality of consumer is not what you expected. There is a chance that they will produce more then you have budgeted for. There is a chance that your product will be misrepresented by the affiliate.

By playing an active role with the program and handpicking your affiliates, you can minimize all of these risks. Paying on results sound lucrative to the merchant, but affiliates need to make their fair share of revenue, too. Commissions work when the risk on both sides is evenly weighted.

You don t get that performance by putting a link on the World Wide Web and hoping for the best. You get it by taking control of your affiliates as a serious reseller channel.

Wrong Assumption 4: Since I have an affiliate program running I will not have to buy advertising on a CPM basis. Affiliate programs often can generate 30 percent of overall revenue if merchants focus on them. Obviously, the other 70 percent comes from somewhere else.

So companies must know how to live in both worlds (Pay per performance and pay per impression). CPM can be countered productive if you don t know the performance metrics behind the campaign.

However, if you know the number of new customers acquired and the amount spent on the media buy, you can determine if this meets your acquisition cost goals.

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Your affiliate technology will allow you to track these metrics in a turnkey way to determine whether buying on CPM makes sense for you. You may find buying on CPM is cheaper than paying CPA.

Win-Win
One of the reasons affiliate programs are so popular is that that offer a win-win situation for both merchant and affiliate.

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Merchant s Win: The merchant s cost for advertising a particular product is mostly limited to the commission paid to an affiliate, and the merchant only has to pay when a purchase is complete.

This is superior to banner advertising, where the merchant pays purchase or no purchase. Impressively, the amount paid to an affiliate for a purchase through an affiliate link is probably only 10% to 20% of the cost of that sale through banner advertising.

Affiliate s Win: The site owner should make money if enough visitors click on the affiliate links and make purchases. The affiliate doesn t have to go through the setting up e-commerce functions, taking credit cards, or shipping products. They just join affiliate programs and let someone else do the hard stuff.

By Yatin Patel
Published in http://www.siliconindia.com
August 2003

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