The OnLine Exchange Ezine

FIRST EDITION

~Stay tuned into the latest in internet marketing and networking by reading each issue of the online exchange! We will show you how to make your business succeed and how to use the internet to your advantage.~ (To review more business tips, go to http://www.marketingtrendz.com/archives.htm )

ATTENTION ALL SUBSCRIBERS:

Due to the enormous amount of marketing information that we would like to share with you this week, we have decided to make 2 editions for this Ezine. We do not want to overwhelm you in ONE Ezine, so we have broken it into 2 sections. This is your FIRST EDITION. You will be receiving the SECOND Edition tonight. We hope you will benefit from all the marketing assistance we will be providing in these editions.

For all our Advertisers, if your AD is NOT in this edition, it is in tonight’s Edition.

ONLY subscribers or those corresponding with us in reference to home business opportunities should receive this ezine. We will NEVER provide it's subscriber list to ANYONE. We respect the privacy of our readers. Please see the bottom of the Ezine for removal instructions.

MILLENNIUM MARKETING 2000 presents.....

The OnLine Exchange Ezine!
Discover business success tips, free offers, and business building resources to help you profit online & off.

(c) Online Exchange Edition October 25, 1999

From the Creators of The OnLine Exchange E-Zine.....

Welcome to the latest edition of The Online Exchange Ezine. Our weekly Ezine has regular articles and Features all included to help Internet Entrepreneurs make money on-line. We hope you enjoy this Issue. If you have any suggestions or comments then please let us know. We would personally like to welcome ALL our new subscribers. We are now in circulation to over 11,000 recipients and continually growing. Please review our Advertising Special at the bottom of the Ezine! It will bring you astronomical exposure to your business!

In this Issue:
~ A Word From Our "Sponsors in the Spotlight"
~ Feature Article * WHAT IS ADVERTISING AND WHY MANY FAIL TO USE IF EFFECTIVELY
~ "A-1" Classified Ads
~ Business Thoughts * PERSISTENCE - The Magic Key to Success!
~ "ROCKTOBER" ADVERTISING SPECIAL with the OnLine Exchange Ezine
~ Removal Instructions



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FEATURE ARTICLE*

What is Advertising and Why Many Fail to Use it Effectively

Advertising is the language of business that is used to tell someone something of importance. It's a means of communication with the purpose of delivering a worthwhile message to a SPECIFIC audience of ONE.

You must always aim your message to one person. Aim what you have to say at someone who has every reason to be interested. If the message is clear, then everyone else who has any reason to be interested will get it. In trying to write to everyone, the chances are that the writer will reach no one.

* Advertising should not be designed to be clever. Readers don't read advertising for fun. Advertising is often fun to make. But when it comes out funny, it is usually disastrous. Advertising, after all, is not a form of entertainment. It is serious business.

* The "What" in advertising is important; not necessarily the "How". The confidence of the advertiser in what he has to sell and the real value of his proposition, to the right prospect, usually make the difference between success and failure. It also keeps him honest. Figure out what you want to say and get straight to the point. It's a matter of being as direct and simple as you can. For an ad to be useful it must be clear. Ads should have honest promises explained sensibly.  You can't tell a reader what you meant to say. He either gets it in a second or you have failed. In an advertisement you only have one chance - the first. If you fail, you fail entirely. Plan your advertising to convince the skeptical.

You should try to write ads as you would talk. The closer you come to "conversation", the better you do. Advertising should be thoughtful and honest with no exceptions. It is not enough that a product is a good product. It is also necessary that it be a good product for the particular reason and for the purpose that it is promoted. Many ads are poor because of things they contain rather than things they leave out. Most products have more than one appeal. The key is to figure out which appeal is the most important to the
consumer.

Words have work to do. It is not the words themselves; it is the message that the words convey that matters.  Make your proposition complete and understandable. The right proposition can be more valuable than any other aspect of the selling process. REMEMBER: Advertising is Salesmanship In Print! Some words are more powerful than others. Saying, your ad must "spark your readers interest," is more powerful
than saying, your ad must "get the readers attention." Why? because by using "spark," you can see something igniting within the reader, flaming their interest, and sense they are feeling some excitement. Yes, getting them to have feelings about your words is what you want to accomplish. It is the feelings that are attached to the words that give them power. If you have trouble finding power words to use in your ad, it is probably because you are concentrating to hard on what words you want to use instead of what sorts of
feelings you want the reader to feel. Decide on the feelings first and then experiment with the words that best convey them.

Three (3) Questions You Need To Answer Before Writing an Advertisement:
1. What is it you are trying to say?
2. What is it you are trying to sell?
3. What is your "proposition"?

Six Rules Of Advertising:
1. You must immediately make CLEAR what the basic proposition is.
2. What is CLEAR must also be IMPORTANT and express a well defined VALUE.
3. You must express the VALUE of the offering in PERSONAL terms. It should be beamed directly at the most logical prospects for the proposition. No one else matters.
4. Good advertising will always express the personality of the advertiser. A promise is only as good as it's maker.
5. A good advertisement will always demand action. It will 'ask for the order'.
6. Discontinuing a successful advertisement is foolish.

Good Advertising Qualities:
1. Advertising should command attention but never be offensive.
2. Advertising should be reasonable but never dull.
3. Advertising should be original but never self-conscience.
4. Advertising should be imaginative but never misleading.

Advertisers Big Mistakes:

1. They rely on a passive promotion strategy to get the word out about their site. Most people think that putting up a website means  that hundreds of visitors are going to flock to their site with cash in hand practically begging to buy your products or services.

Sorry, a passive marketing strategy will bring you in either a trickle of sales or absolutely no sales at all. While a person who relies on active marketing does not wait for visitors to come to them, they do everything in their power to bring targeted visitors to their site. Active marketers utilize tools such as E-zine advertising and submitting articles to targeted e-zines in order to draw traffic to their site. They will also use Free publicity such as press releases in order to really get the word out about their site to an audience that cares.

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2. Ineffective Advertisers do not have a method of capturing prospect's names and email addresses when they visit their site.  Get this set up immediately and start building your mailing list of interested prospects. You see people are stopping by your website and looking around but this doesn't mean they are going to buy at that moment. People may not buy immediately so you need give them a reason to return to your site in the near future. Offer them FREE Web Marketing tools like a Free Guest Book. You can get these at your
Leading Edge Free Classifieds site and USE it. If you don't have a Leading Edge Free Classifieds site go to: http://www.websitings.com/classads/sites/promo.htm
and get on and then setup your Free Guest Book. (In just a few weeks, we'll show you how to turn Free Guest Books into CASH! But you need to wait a few more weeks for one of our "Insiders Tips").

3. Ineffective Advertisers don't follow up when people ask you for more information.

HUGE mistake. That person has raised their hand and said I am interested in what you have to sell. Statistics show that people need to be exposed to your message at least 7 times before they will respond. Sending one email explaining your product is not good enough. Keep sending info and inquiring if they have any other questions. Ask politely but firmly, if people ask you to stop "bothering" them, by all means do
but always, always follow up!



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BUSINESS THOUGHTS*

PERSISTENCE - The Magic Key to Success!
By Kevin Sinclair.

How often have you seen, or read stories about, people who have given up just one step short of
achieving their goal? I bet it is many. Just one more attempt and they would have "been there". Instead,
someone else came along and took up where they left off and claimed the glory.

Persistence can be defined as continued effort or tenacity. It is not accepting defeat and continuing on against the odds to success. But how many of us persist correctly?

Recently, I attended a seminar series on Global Best Practices. The information presented was based on the principles of Total Quality Management which seems to be the latest management fad. Through each session I thought that most of the material was really common sense.

One phrase that came through was continuous never ending improvement. This set me thinking about my
own life and business. And this lead me to think of persistence.

I can recall situations where I have set myself a goal and figured out the steps I should take to achieve it. I have put these steps into practice but failed to achieve the result I was expecting. So I have tried again, and again, and again still getting the same lower than expected result. Each time I have said to myself - persist and you will succeed. So I kept on trying but without success.

On the verge of quitting I have recalled that many people stop one step short of their goal. So I have tried again without success. The cycle continues on and on with greater frustration and doubts begin to enter my thinking. So what had I been doing wrong? I had been repeating the same activity over and over again. Of course I would get the same result each time because nothing had changed!

True persistence is reviewing the steps taken, looking for ways to improve the process and then carrying out the revised steps. And then you repeat the process until you achieve your goal. Edison, that great inventor, often tried an experiment 1,000 times before he discovered what he was trying to achieve. But were each of those 1,000 experiments exactly the same? No. Each was slightly different as he tried new ideas and methods of achieving his desired result. Through continued improvements in his methods, he achieved his success. So how can you apply continuous never ending improvement into your life or business so that you are using the "right" form of persistence? First, you need to review what you have been doing in your efforts to achieve your goal. Ask yourself how each step you take can be improved.
Ask what would happen if you changed the order of the steps. What would happen if you left a step out?
If you replaced a step with a new step?

When reviewing, don't just concentrate on the physical activities you undertake. Consider your own thought processes also. For example, what are you thinking as you do each step? Are your thoughts full of positive expectancy or do they reflect a fear you will fail? Changing your thoughts can have a major influence on the results you get from the same set of physical activities.

Also, be prepared to think outside of the box. What I mean by this is that sometimes we constrain our thoughts by our experiences and we don't see solutions or improvements that are possible. For example, my wife and I were trying to come up with a workable plan for our home renovations/improvements. Our thinking was constrained by the fact we wanted to preserve the ornamental ceilings in a number of rooms. Therefore, none of our ideas involved changing the use of those rooms or knocking walls down. Consequently, we were having much trouble arriving at a suitable plan to achieve our goal: a more livable home.

It wasn't until we started to change the name of different rooms (ie., lounge room to spare bedroom, etc.), and then considered relocating doorways, that we achieved a workable plan. Once we stepped outside the box and stopped thinking some aspects were  better plans for our "new, improved" home. (A driving force to this project was my desire to have a larger office! However, we have not yet commenced this project due to budget constraints!)

When we apply continuous never ending improvement to our persistence, we may even achieve our goals that much quicker. Start today to make improvements in all that you do - the results will astonish you!



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Until Next Time!!
Best Regards,

Debbie Solomon and Sara Hardy
Owners and Creators of the OnLine Exchange Ezine
Be the best that you can be!
Take Action Today!



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