Wednesday, August 27, 2008

High Fuel Prices and the Inevitable Game of Political Hot Potato

Article Presented by:
Copyright © 2008 Bill Platt



The price of gasoline raced passed the $4 per gallon mark and teases another race to $5 per gallon, and hard-working Americans across the country are bracing for the worst. The price of fuel is not just affecting the price at the pump, but it is also affecting the prices at the grocery store and at the department store.

Some of the factors that are directly affecting this inflationary cycle are outside the control of the U.S. Government, such as wheat and corn crops destroyed by flood waters in the Midwest, but other factors could be dampened, if only our political leaders had the will to influence real change.

Many economic analysts point to a weak dollar, speculative trading and growing demand from China and India as the driving force behind the astronomical increase in fuel prices. In testimony in front of Congress, Energy Policy Analyst, Kevin Book estimated that current oil usage is running at 97% of the current oil supply.

Wagging The Finger Of Blame

As American families are feeling the pinch of high gas prices, combined with high food prices, and businesses struggle with the economic downturn, our elected officials stick to their talking points and wag their fingers at other people in the blame game.

Today, in the area of energy policy, America is sorely in need of good leadership. But our leaders are neglecting us in this time of dire need.

Historically, we have had decent leaders over the last forty-years, with Nixon, Ford, Carter, Reagan, daddy-Bush, Clinton, and Bush Jr. in the White House. Each of these individual Presidents had their strengths and their weaknesses.

I may have disliked at least one of these guys, and you may have disliked several of them. But regardless of our personal feelings for these men, if you are at least honest with yourself and the rest of us, you have to admit that each of these men have given us good leadership in certain areas.

My grandmother always told me to look for the positives in other people. She insisted that all people had some redeeming value as a human being, and I should seek that out in people, as others looked for the same in me.

Each of our last seven Presidents have brought something positive to the table, providing good leadership, each in their own unique ways.

Unfortunately, our last seven Presidents have all let us down in one very important area, and that area is energy policy. Today, we are paying the high price of ignoring a coming storm for 34 years.

And yet today, as we are in the midst of the economic storm, our leadership in the White House and in the Congress is more interested in finding someone to blame for the crisis, than in finding solutions that will help resolve this situation.

Some politicians are saying, "Oh, that solution will take ten years to reach fruition..." so they sit on their hands feeling justified that they said the right words. Well, if it really is something that takes ten years to bring to fruition, if we were to start today, it will be ten years, and if we sit on our hands another two years, then it will be twelve years before we find resolution.

Is it any wonder that the White House and Congress are suffering from such low approval ratings?

Weak Approval Ratings For President Bush And Congress

President Bush has been hovering in the 30's since the middle of 2006, and according to Real Clear Politics, his approval rating is right now sitting at 31.0% (http://www.realclearpolitics.com/epolls/other/president_bush_job_approval-904.html)

Congress has it much worse. Even though the Democrats managed to overtake the Republicans in the 2006 election cycle, their current approval rating is hovering near 18.5% according to Real Clear Politics (http://www.realclearpolitics.com/epolls/other/congressional_job_approval-903.html)

Congress' current approval ratings are still lower than its approval rating in December 2006 (21%), when the Democrats won the majority in both houses of Congress. According to the Gallop folks, they began tracking this data in 1974, and Congress had reached its all-time low in August of 2007 when it reached its 18% approval rating. Congress' rankings have hovered in that range for most of the last year.

Previous lows included: the 19% approval rating in the summer of 1979, during the 1979 energy crisis; and ratings near 18% during the check-bouncing scandal in 1992. Congress enjoyed a brief 6-month honeymoon in the aftermath of the 2006 elections, and then ratings began to fall once again. (http://www.gallup.com/poll/28456/Congress-Approval-Rating-Matches-Historical-Low.aspx)

The Why Of Our Current Situation

Beyond the lack of a coherent energy policy for the last three decades, our current Congressional and Presidential leaders are continuing to fail us today in the midst of this economic storm, by looking for the talking point that will allow them to sell the American public on who is to blame for the current crisis.

My vote in November will be for the people who appear to offer the best hope for fixing our current energy problems. This is something that has been dear to my heart, since I have been old enough to vote in the early 1980's. But as a voice in the wilderness, people were not listening to those who spoke of energy independence and alternative energy over the last three decades.

The "coming energy crisis" has always been tomorrow's problem, which meant that the difficult decisions could be passed to the future. Well, welcome to the future! The future energy crisis has finally arrived, and now we are going to pay for 34 years of inaction on energy.

What The Politicians Are Doing About Gas Prices...

When discussing energy, one should never put their faith into the words of politicians. Our politicians have done one thing, over and again, and that is to distort the answers to questions to support their political causes and to diminish the political positions of their opponents.

In June of 2008, House Appropriations Committee Chairman David Obey (D-Wis) said, "We are kidding ourselves if we think we can drill our way out of these problems." This comment was made to explain the House Appropriations Committee's rejection along party lines of a Republican proposal, to open up U.S. waters between 50 and 200 miles off shore for drilling.

Mr. Obey, I suggest we are kidding ourselves that we can solve this crisis, if we think we can ignore even one piece of the overall puzzle. Drilling is not the whole solution, but it is a major piece to the puzzle.

Congressional Wisdom

While Congress assures that new oil drilling will take ten years to produce new oil, oil-drilling companies suggest that they can bring up the oil in only a few years. Whomever is right on this point, we will get the oil out of the ground sooner if we take action now, as opposed to waiting another two or thirty years until we say yes to new drilling.

Congress assures us that the oil companies currently have the rights to drill on 68 million acres of ground, and they say oil companies should drill that land first. Currently, one quarter of that ground already is being used for drilling. But, let's ask an important question. Is it better to mine gold in New York City where we do not know if gold exists, or should we mine for gold in California where we know there is gold? That is what Congress is telling oil companies to do... drill for oil where they do not know if oil exists, instead of drilling for oil where everyone knows there is oil.

Of course, I am not the only one talking about these issues. The Business And Media Institute recently did a lengthy analysis of how the press is sticking to the "anti-oil talking points", so much so that they are ignoring public opinion and industry experts: (http://www.businessandmedia.org/articles/2008/20080625151619.aspx)

Oil Usage And Supply

According to statistics provided by the federal Energy Information Administration (http://tonto.eia.doe.gov), the assertion that the growth of oil consumption in China and India really is a real factor in the price pressures on a barrel of oil is true.

Since 2000, Chinese consumption has grown by 67% or 3.22 million barrels of oil per day. Other Asian countries are consuming an additional 1.5 million barrels of oil per day, against the 2000 data. And, third-world countries have also increased their consumption by 3.4 million barrels per day.

In fact, total world consumption has increased by 9.72 million barrels per day, since 2000.

Between 2000 and 2005, American fuel consumption continued to grow unabated. When fuel prices started climbing in the United States in 2005, US consumption began to decline. The United States still consumes 20.41 million barrels of oil per day, five-times as much oil as the next five top oil-consuming countries combined.

Since 2005 American consumption has dropped by 1.85%. It is a step in the right direction, but just as we cannot drill our way out of this crisis, we cannot rely solely on conservation as a long-term solution either.

Reducing our fuel use is a temporary step we can take towards resolving our current fuel crisis, but with the growth of consumption in China, India and in other countries, conservation will only help us until the next crisis. Next time around, no amount of conservation will help us.

Steps We Must Take

Americans as individual consumers can do some of these steps on their own. Some of these steps will require government intervention.

Auto manufacturers will never embrace Compressed Natural Gas (CNG) as a fuel source under the current regulatory conditions. It is simply too expensive for any automaker to consider CNG as a viable automotive fuel technology. Natural gas burns cleaner, is in great supply domestically, and costs the equivalent of less than one dollar per gallon in today's market.

NGVAmerica (http://www.ngvamerica.org/) states that there are more than 7 million NGVs in use worldwide, but only 150,000 of those vehicles are in use in the United States. They have put together a detailed report showing how regulations in the U.S. have ensured that automotive manufacturers and after-market providers will stay away from NGV-technology for the indeterminate future: (http://www.ngvamerica.org/pdfs/FAQs_Converting_to_NGVs.pdf)

What Government must do:

Streamline the processes for approving and building:

  • Compressed Natural Gas (CNG) fueled vehicles (NGV).

  • New oil drilling platforms and oil refineries;

  • New nuclear power plants (which are currently operating safely around the world in dozens of countries);

  • Right-of-Ways for electric transmission lines for Wind-, Solar- and Wave- generated electricity (http://www.pickensplan.com).

  • Individual consumers should consider:

  • Solar Panels and small home-sized wind generators;

  • Green technology in the home;

  • When replacing a vehicle, buy hybrid vehicles (combining gasoline and electric);

  • Use proven fuel-conservation techniques with existing equipment (home and car).

  • In Conclusion

    We need to stop looking where to place blame for our energy problems. The time has come for us to start building a regulatory environment where we can start solving the problems we face, now.

    Oil drilling may not be the long-term solution that any of us seek, but more oil availability will help us to stay afloat until we can transition our economy to greener technologies.

    Government needs to enable private industry to build the technologies of tomorrow and to support the industries that can help us today. When our government gives the American people the ability to excel, the American people always come through and meet the challenges put in front of them. Let's cut through the red tape and get our economy going forward once again.


    About the Author:
    Bill Platt owns http://www.thephantomwriters.com ghost writing service. To satisfy his personal interest in alternative fuel and green technology, he started http://www.automotivewebmasters.com to share what he had learned. Interestingly, Bill had always noticed that he gets 18-30% better gas mileage in his vehicles, than his wife did. As a writer / researcher, Bill sought out additional gas saving tips to combine with his own observations, to help others increase fuel mileage by at least 30%.


    Look Beyond Google: Meta-Search Engines Can Help Online Marketers

    Article Presented by:
    Copyright © 2008 Bill Platt



    For businesses that market wholly or partially online, it may seem that three words are the only way to get more customers: search engine optimization (SEO). Typically, the search engines being referred to are: Google, Yahoo, and MSN. These three engines have almost become interchangeable with the phrase "do a search", so much so that the word "Google" has entered the English lexicon as "find information".

    There are actually hundreds of search engines, not just the Big Three that many Internet users think of (Google, Yahoo, and MSN). By focusing only on the most well known search engines for your online marketing strategy, you may be missing out on as much as 30% of the billions of searches being done online every single day.

    While not the oldest search engine on the internet, Google does have the reputation of being the granddaddy. However, it is worth investigating alternative search engines - niche engines, meta-search engines, and human-powered engines.

    Niche search engines focus their searches on a particular subject matter, such as blogs (http://www.blog-search.com) or articles (http://www.goarticles.com). Meta-search engines compile results from multiple search engines (http://www.dogpile.com, http://www.widow.com). Finally, human-powered search engines are composed of directory pages with link and general information, put together by humans who search for the most relevant content (http://www.mahalo.com, http://www.dmoz.org). These alternative search engines tend to have pretty high page ranks, which give more credence to the fact that online marketers shouldn't overlook them.

    There is also the fact that some Internet searchers do not want to use Google because of personal or political views. Because of Google's popularity, it can (incorrectly) be perceived as having a monopoly on the search engine market. That perception, combined with opposition to a seemingly growing "corporate world", turns off some potential customers and eliminates your potential to reach them, if you focus only on Google or other big search engines.

    As part of SEO, using keywords to bring in consumers is all the rage. Businesses spend a great deal of time and money researching keywords, keyword density, and effects on page rankings in results lists. Guess what? It's not only a pain for the businesses to constantly be looking for which words may get them more hits and higher rankings; it's quickly becoming over done.

    Consumers are fatigued with seeing keyword-loaded articles and websites tagged with anything that could possibly be related to their search terms. This online marketing strategy may make sense in the short-term, but chances are good that by the time the strategy is perfected by your marketers, there will be a different trend altogether that needs to be learned. Marketing with the intent to only increase your page rankings, by any means necessary, is only a quick fix and could be quite expensive.

    SEO tactics are starting to turn customers off. If SEO is the main priority of a marketing campaign and keyword-dense content was the impetus for the customer finding the website, this hurts the site's credibility with the consumer. Perhaps they'll buy from you once because you showed up at the top of the results page, but will they remember you next time or just do another search?

    Another concern with search engines is the program spiders that crawl the Internet, looking for relevant pages for search results. Even the largest of the search engines can only cover a portion of the internet. According to Wikipedia, no search engine can search more than 16% of the net! (http://en.wikipedia.org/wiki/Spidering)

    In addition, the spiders have a massive amount of searching to do, which can be a slow and taxing process on the sites they are crawling. By the time a spider finishes crawling the Internet, the information collected can be outdated - pages and links have either been deleted or new information added. Spiders are certainly not a perfect means of finding good results with one search engine.

    Searching just one engine at a time is time-consuming and not very cost-efficient for searchers looking for the most appropriate information or businesses to suit their needs. Enter, meta-search engines. As mentioned earlier, meta-search engines compile results from multiple engines.

    Among these, dogpile.com is probably the most well-known. The problem with dogpile, as I see it, is that it spits back the top 10 results from each of the Big Three engines. This results in a lot of sponsored results at the top of the result list, followed by a mix of "normal" results and more sponsored results. The truth be known, I simply consider dogpile to be really annoying, so I avoid it.

    In comparison, widow.com uses a different sort of math equation that sorts through search engine results for the most relevant information and ranks them in their results page. In an unscientific but entertaining comparison I performed, I plugged in "celebrity gossip" to both dogpile.com and widow.com.

    On dogpile.com, I felt like I had to search through commercials to find the content. The results on widow.com were much more relevant, giving me results with the desired content. Plus, I didn't have to look between the annoying sponsored results to find the information I wanted.

    Utilizing meta-search engines can be very time-efficient and cost-effective for online marketers, especially when doing market research, even for keyword research.

    More importantly, if you can also rank in the meta-search and smaller niche search engines, you have a better chance of reaching the approximately 30% of searchers who do not use one of the Big Three engines, as their search tool of choice.

    The niche audience may be smaller than the quantity of consumers you're exposed to on Google, but if you can gain an audience in the niche search engines, you are likely to find consumers intent on buying what you are selling. It's a good general marketing strategy to remember that "quantity exposure" does not always equate to "quality exposure". It's also a good general marketing strategy to never rely on only one advertiser to help you reach your target audience.




    About the Author:
    Bill Platt has been helping online marketers promote their online businesses since 2001, through http://www.thephantomwriters.com By using article marketing to promote his business online, he has always been able to generate lots of traffic from inside and outside of the search engines. In 2007, his website generated 125,000 visitors from non-search sources and +119,000 visitors from 59 search engines. Learn Bill's secrets - get his ebook: http://thephantomwriters.com/ebooks/article-marketing-traffic.html


    Online Visibility For Your Website-less Small Business

    Article Presented by:
    Copyright © 2008 Newark Prebleford



    There are a myriad of ways for small, local businesses to gain greater visibility on the web. More and more potential customers turn to the web each day to find businesses and services, and the number of options available to small business owners is also growing rapidly. For the web-savvy business owner, the path to greater online sales is complicated, but manageable-- it just takes a lot of time to keep up. But what about the millions of business owners that, say, do not even have a website? For this group, there are still many (free) options to help connect with online customers. This article highlights a few of the best options available.

    If your business does not have a website, many of the standard tips and techniques do not apply. However, there are a number of websites out there that can still help you dramatically increase your web visibility. The following list describes some of the ones that I recommend. (Note: they are all free, and none of these require that you have a website.)

    1. Google Maps. Everyone knows that Google is the #1 place where people begin their web research. Google Maps is Google's "yellow pages" and any business can submit, or enhance, their listing for free. The benefit of doing so is that Google often places Maps business listings at the top of its search results. When someone searches Google for a product of service of your business, you will be right there at the top.

    2. Yahoo Local. This site is Yahoo's equivalent to Google Maps. It gets less traffic, but gives visibility within the #2 search engine which makes it very worthwhile.

    3. Manta.com. Manta contains millions of profiles of U.S. businesses, large and small. Business owners can add their own profile information for free. Simply find your business in the directory follow the instructions. Manta differentiates itself by having much more of a business-to-business flavor than the typical yellow pages.

    4. Merchant Circle. This is one of many national sites that allows businesses to both add their company to the directory, and modify their listing if already in the directory. Recently, Merchant Circle business profiles have been appearing more frequently in web search results, so it makes sense to be sure yours is in the mix.

    5. Local directories. There are many custom, local directories out there that can also help get your business more visible on the web. For example, if you are a business in Newark, Ohio, there is a website called www.NewarkOhioOnline.com that has a complete Newark business directory. Business owners in the Newark, Ohio area can add contact information, photos, brochures, logos and much more to their listing on the site. Not every town and city has one of these directory sites, but many do. Check out whether your town has one.

    6. Facebook and MySpace. These "social networking" sites have become extraordinarily popular with businesses both due to their popularity, but also because of the great tools they provide for business owners. There are a growing number of businesses that use their highly-customizable Facebook page as their actual website.

    7. Superpages. The last time I checked, business owners could add their own profile to this site for free. It isn't much, but surprisingly it tends to drive some pretty decent traffic and online contacts. This is definitely the last of the group, but worth doing nonetheless.

    This is probably enough to get started. There are almost limitless ways for the motivated small business owner to grab more web visibility, and many of these options do not even require a website. If you take advantage of these seven, you can almost certainly expect to start hearing from new online customers as they find you through these websites. It should not take too long either; I'd expect you could finish these in one solid evening's work.


    About the Author:
    Newark Prebleford is the editor-in-chief of Newark Ohio Online, a community resource website for Newark, Ohio business owners, residents and visitors. His helpful and informative articles provide tips and techniques for using the web to its fullest potential in central Ohio.


    Tuesday, August 26, 2008

    Increasing Your Targeted Traffic

    Article Presented by:
    Copyright © 2007-2008 Casey Moher



    There are dozens of good ways to send people to your website. These methods come with a wide variety of results and difficulty. Attempting various methods and studying the results has been a focus of mine. I'll review one of my favorites for you.

    Offer something FREE to your visitors.

    There is a high perceived value on the part of your visitor if you can provide them with useful information. By capturing and sharing this free information, you can make somebody's life better and easier in many regards.

    It's simply human-nature that you must constantly work to over-come a basic mis-trust on the part of your visitor. This level of mis-trust MUST be overcome before you can succeed in your efforts.

    Your focus should be to find and share valuable information. Finding (and sharing) information on-line is the quickest and most effective. It doesn't take much search time before you will be discovering subjects and information that folks want to know. This shows you the topics that are being inquired upon and which you will want to include in the information you give away.

    One strategy you can employ is to share the information in the form of a multi-day mini-course that people can receive from you. Make the information package you send be of top-quality for maximum results. A little more time and attention at this point will have tremendous benefit in the value of your subscriber list. It costs much less than you might think to do this.

    You will be offering to share this information in exchange for your visitor's name and e-mail address. A 'squeeze page' is the best tool to use for capturing this information. A squeeze-page is simply a basic website that presents your message offering the information.

    Some very professional design work is available at affordable prices these days. Your own squeeze page can be up and capturing names for you in a very quick time.

    If you would like to have your own squeeze page up and running, let me know. This is a great starting point in establishing your own highly-profitable list.

    With care, your subscriber list can be cultivated and a long-term relationship built with the members. You can build a very rewarding and long-lasting enterprise by steadily and thoughtfully putting these concepts to work.

    Like any offline business, you are providing genuine value to your customers who have grown to trust your motives and your interest in helping them. You can be paid very well in the process.

    The best strategy in any relationship-selling environment is one where you give before ever trying to take. As with other strategies, here, again you are providing something of value free to the reader. This time it is in a different format and is made available to the reader using different tools and strategies. Quality in what you provide and how you provide it is essential, easy and inexpensive.

    A focus on providing information to the people you wish to reach should be foremost in your mind. They will be willing to buy something from you (now or in the future) only if they first perceive that you have something they need or want. The biggest obstacle you will always face with new readers is one of NO TRUST! Providing something free is a great way to start building it. Valuable information can be found readily on the internet. You also likely have more information and knowledge of your own than you realize. There are many sources of information where you can find topics of interest to huge numbers of people.

    The article should inform, educate and even enthuse the reader, but should NOT sell something. Your articles are not the place to sell some product or service. It is their job to inform and establish your credibility and TRUST! Your key marketing tool with the article publishing strategy is found in using a resource box. This is simply an area at the end describing who you are and giving your website address where they can visit and benefit by what you offer there.

    I've seen a tremendous piece of software in action that automates the process of article-writing. This tool merges blocks of words, uses a 30,000 word thesaurus and manges data bases, as well. There is some new software out there (along with people-run businesses) that helps with article production as well as distribution.

    Article writing and publishing should be part of an on-going strategy. Computers and professional service companies make this vital function much easier. If you want more information on these useful tools (or anything else in this article), just contact me.


    About the Author:
    Casey Moher - Caseymoher@comcast.net (801) 941-3334

    Mr. Moher is a Registered Pharmacist and Life-Long Marketing and Sales Professional. You Can Get His Free Five-Day Mini-Course on Building Targeted Website Traffic by visiting: http://www.newtrafficmaster.com


    How Pro-Active Salespeople Can Increase Their Yearly Income Through Diversification

    Article Presented by:
    Copyright © 2006-2008 Casey Moher



    There are a variety of salesmen and saleswomen in the business world, and each possesses a different approach to their work. Salespeople, depending on their fields of work, can be divided into two categories: proactive or reactive. It is important for any salesperson to understand what type of sale he or she is making, and to tailor their technique according to the client at hand.


    The Reactive Salesperson

    A reactive salesperson may be described as a person working at any type of retail enterprise. For example, an appliance salesman is a reactive salesman. People come to the appliance store because they are looking to make a purchase, or because they want to check the prices of available products; they might willingly seek out the salesperson for help or advice.

    The local home improvement store's appliance expert does not have to go out and attract potential customers. The customer knows of the store by various marketing and media, and enters with the intent of either purchasing or preparing to purchase merchandise. Now it is the appliance salesman's job to accommodate that customer and fit him or her with what they are looking for.


    The Proactive Salesperson

    Proactive salespeople are those who must go out and find customers on their own. Even if they sell a quality product that people are familiar with, many of them still must target potential clientele and encourage interested customers to make a purchase. A proactive salesperson often commands his or her own income, which is based on a commission of their sold properties or goods. Simply put, the more sales this individual makes, the more he earns from his hard work.

    An example of a proactive salesperson is a real estate agent. This person has a product that consumers may be interested in purchasing, but since customers may choose which real estate agent they elect to use, the agent must create a name for him or herself in order to attract business. Another example of a proactive salesperson is an insurance agent. It is not uncommon for there to be multiple agents selling policies for the same company; therefore, the individual agent must utilize a unique selling point in order to encourage customers to do business through him.


    Diversification

    Since a proactive salesman depends on commission as income, it is often a good idea for him to diversify and expand his available product line. The idea of having multiple products or services available for sale means that the salesperson has more opportunities to earn money. Diversifying also means that the proactive salesperson is not being forced to "put all of (his) eggs in one basket." He or she is not forced to depend on one product or service, which may prove unpopular at any given time in the marketplace. Instead, by offering an array of products, that salesperson will have a greater chance of appealing to the customer.

    Let's imagine, for example, what might happen if the insurance company that an agent works for is the target of some negative publicity. That negative publicity could cost the insurance agent the majority of his business and income; if this is the only service that he sells, he will face a dangerous disadvantage.

    If the same insurance agent has multiple products and services to sell, then negative publicity may hurt his earnings, but it will not put him out of business. If the publicity was aimed at the company's auto insurance policies, but he offers life and homeowner's insurance as well, customers may still be interested in coverage through another branch of the company. Certainly then, it is a smart (and safe!) move for proactive salespeople to offer multiple products or services and to diversify their offerings.

    Diversification will also help the proactive salesperson deal with seasonal demands. Some products or services experience a lull in demand throughout the year; diversification can help the proactive salesperson survive these slower periods. The proactive salesperson that offers a product that is in demand when his other products are in low demand will be a successful salesperson.


    Resell Services

    A proactive salesperson can easily diversify by reselling services and products for others. This may be considered an affiliate or consignment program of sorts. A proactive salesperson already has knowledge of the local market, and has the sales skills that are needed to succeed within that market. Resell services are a great option, especially if there is a national product or service that may not be currently available in the local market. By bringing in affiliate agencies or product lines, the salesperson would hopefully detract business from alternative venues like internet or catalog shopping.

    If you work as a proactive salesperson, then you may want to look into methods of diversifying yourself so that you can survive market lulls or any other problems that may arise in your primary line of business. By allowing yourself this safety net, you may even find that you are more in demand as the purveyor of desirable goods or services in the marketplace.




    About the Author:
    Written by: Casey Moher - http://www.cashretrievalsystems.net
    Casey's company specializes in helping reunite commercial property owners with their hard-earned cash, by helping them to locate and retrieve money overpaid in a variety of areas. If you are a proactive-type sales person who is interested in adding other opportunities to leverage your time for profit, then Casey can help you. If you believe that some of your current business contacts might benefit from Casey's Cash Retrieval Systems it would be a good idea to visit his website. Your clients can get a No-Risk and No-Obligation analysis of their situation with some quick-to-get information.

    You can make some nice money helping your clients get more of their own money back. You will also earn a new and improved perception in your client's mind as you expand your usefulness to them in these unique ways. Visit http://www.cashretrievalsystems.net for more information.


    Managing Pay-Per-Click Campaigns For Greater Profits

    Article Presented by:
    Copyright © 2008 Greg Jerum



    All online business owners need a steady flow of traffic and paying customers to their websites in order to keep the cash register ringing and profits flowing. Most webmasters struggle with exactly how to make that happen, until which time they discover pay-per-click (PPC) advertising through the search engines, utilizing the Google Adwords and Yahoo Search Marketing programs.

    As small business owners discover the powerful advantage of using PPC advertising, they tend to spend a lot of time learning the systems and figuring out how to use these top-tier search-marketing tools to gain an advantage over their competitors.

    In the growth curve of any business, a day will come when the business owner realizes that his or her personal time is best spent taking care of other business processes. When this time comes, the business owner will seek out other people to manage his or her PPC advertising campaigns.

    It is at this juncture when business owners will either hire an in-house marketing person, or they will employ a third-party PPC Management company to service their PPC advertising accounts. This is where most businesses using pay-per-click advertising start to go wrong.

    In-House Marketing Staff

    It is true that the business owner needs to get back to the tasks that will make his or her business a true success. Part of the growth cycle is to find people who can replicate certain business processes, freeing the business owner to focus on other more important areas like product or service fulfillment, customer service, sales, human resources management, strategic planning and financial management.

    But, finding the right person or company to best represent the needs of the business, in regards to PPC Management, can frequently be a crap shoot at best.

    Racing to the local university to find a recent marketing graduate to bring into the company often results in opening a can of worms. Most college grads, which leave college with a degree in marketing, leave school with a very general understanding of basic marketing principles, human psychology, consumer behavior, advertising and promotion concepts, business finance, organizational management and strategic planning.

    Although most universities do a good job at preparing their students for an entry-level job in marketing, few give their students any hands-on training in specific advertising methods that will be used in the real world, let alone with the advertising methods that enable commerce to flow on the Internet.

    Pulling a marketing person from another business is often as problematic as hiring a recent college graduate. Unless one hires from a company that has used PPC advertising for some time, one might find the new hire possesses the same lack of hands-on experience with PPC advertising methods as the college grad.

    Don't get me wrong; marketing professionals are essential to the overall implementation of a business' marketing plan. The problem is that the process of managing pay-per-click advertising campaigns really requires someone with very specialized experience, skills and knowledge.

    The Problem With Most PPC Management Companies

    An alternative to hiring someone in house is to hire a professional PPC Management company. The problem with most PPC Management companies is the same problem most people have with ordinary marketing companies.

  • First, typically there is that huge down payment to get the job started;

  • Most marketing companies require an ironclad contract committing the buyer to a six-month or twelve-month service contract;

  • Marketing service companies typically require huge monthly fees to maintain the contract (with most PPC Management companies, these fees frequently run in the range of 10%-20% of your monthly PPC spend);

  • The worst part about the typical Marketing company and PPC Management company is that while they extract a high toll from their customers, these companies seldom if ever offer any kind of real guarantee of results for the work that they will do for you.

  • After being burned two or three times by Marketing or PPC Management companies, most businesses start shopping for performance-based service providers. Unfortunately, it is a buyer-beware market out there.

    PPC Management companies frequently suggest that their services are "performance-based", but what they define as "performance-based" is often different from what you or I would define as truly "performance-based".

    How to Identify a "True" Performance-Based PPC Management Provider

    When you are spending thousands of dollars per month on your pay-per-click campaigns, there are certain things that you should be able to expect from any PPC Management provider, who is claiming to offer performance-based services. I will outline some of the questions you should ask here:

  • How are your performance-based programs structured?

  • How will you measure performance improvements?

  • Will I have to pay any fees that are not directly linked to performance improvements?

  • Will the compensation that I have to pay be in proportion to the results you achieve for me?

  • Who will be working on my account? Is their compensation fixed or is it derived from the real performance improvements they make for my account?

  • How are you going to help me bring additional net profit to my business?

  • What other clients have you worked with, and what kind of successes have you achieved for them?

  • How long will I be required to keep my commitment to your company, if you are not producing real measurable performance improvements?

  • Do I have any recourse if you do not produce better results than I can accomplish on my own, without your help?

  • The problem within the PPC Management industry is that most management companies see themselves as advertising services companies. They often lack the in house skill that it takes to consistently produce significant performance improvements for client accounts. Their only recourse to stay financially viable is to offer fee-based services where client payment is guaranteed but clients' results are not.

    But, when a marketing management company adopts a true "performance-based" stance and begins to see itself as a partner in its client's future, then the management company will have the appropriate incentives to take care of its client's businesses in the same manner that it would take care of its own.


    About the Author:
    Greg Jerum is a principal at Net Return Marketing, a company which delivers true "performance-based" PPC Management to its clients. Net Return Marketing's programs require little to no up front investment and the long-term compensation that a client pays is based directly on account performance. Whether you are just getting started with PPC advertising or spending $100K plus per month, Net Return Marketing could be the solution to your PPC management needs. Learn more at: http://www.netreturnmarketing.com/ppc-management.html


    Thursday, July 17, 2008

    How Understanding What Your Customers Value is the Key to More Sales

    Article Presented by:
    Copyright © 2008 Judy Murdoch



    Have you ever had this experience? You work hard on developing an offer for your product or service. Maybe you even ask a few people to take a look at your Web page or brochure to make certain they get your message. Then you send your offer out into the world.

    And you get no responses. Or a puny little trickle.

    So you send multiple offers out over a couple month's time. Maybe you sell a few but given the time and money you've invested, not enough to count.

    The Fatal Error

    The fatal error that will kill your marketing efforts every time is failure to understand

    value as your customer defines value. Not as YOU define value.

    Defining "Value"

    Think of customer value as a simple formula:

    Cost of Non-action (minus) Cost of action = Value

    When Value is positive (meaning, there's more to gain by acting on your offer, buying your products, taking your class, etc.) prospects take action.

    When Value is zero (meaning they think it will cost about as much to act as not to act) or negative (meaning there's more cost to acting than not) it is very likely that they will stick with the status quo.

    To improve your response rate, you need to increase perceived value.

    How to Increase Perceived Value

    Looking at it this way, there are two things you can do to your offer to improve your response rate.

    1. Decrease the cost of taking action.

    2. Increase the perceived cost of not taking action.

    Examples:

    Decreasing the Cost of Taking Action

    Before we began promoting our Info Product Roadtrip program we interviewed a variety of small business owners to get their reactions to our idea. It was a good thing we did. Although most of the business owners we spoke with loved the idea of passive revenue, about half were very concerned about the time, effort, and expense of creating information products.

    To make the program more valuable, we decided to focus on a smaller group: authors and speakers. Why? Because authors and speakers have existing content. It is far easier (less costly) to create an information product based on a chapter in a book than creating it from scratch (which was the challenge for many entrepreneurs we spoke with.).

    Increasing the Perceived Cost of NOT Taking Action

    Put simply, this is about "sweetening the deal." Oftentimes, when customers are slow to respond to an offer our first instinct is to lower the price. That's a mistake. Yes, money can be a barrier to purchase but not as much as most people think. In my experience, if your offer is valuable enough to your prospect, they'll find the time and money to act.

    For example, the author of a book on their great grandmother's life growing up in the Louisiana Bayou might include some authentic recipes for gumbo and fried okra as a bonus for buying her book. Or a realtor giving a presentation on buying vacation property might offer a no strings attached discount to stay at a popular resort. When you offer additional value, you are in effect, increasing the cost of NOT taking action because you are creating the perception of missing out on something special and valuable.

    Bottom Line

    To get people to take action--to sign up for your free teleclass, or buy your new book, or schedule an appointment, you need to make sure that the cost to your prospects of not taking action is higher than the cost of taking action. You can do this by (1.) lowering the cost of taking action or; (2.) increasing the perceived cost of not taking action.


    About the Author:
    Judy Murdoch helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. To download a free copy of the workbook, "Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!" go to http://www.judymurdoch.com/workbook.htm
    You can contact Judy at 303-475-2015 or judy@judymurdoch.com