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The OnLine Exchange E-ZINE....
"Biz-Talk" Edition
http://www.marketingtrendz.com
ISSN: 1528-3992
(c)Online Exchange...December 22, 2000
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The OnLine Exchange E-Zine is a high quality newsletter
created to help everyone promote their website and
business on the Internet. Over 20,000 webmasters,
opportunity seekers, and small business owners
depend on it week after week.
Please, forward this newsletter to all your friends
and co-workers who might be interested!
Please See The Bottom For Detailed Ezine Advertising Information
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IN THIS ISSUE:
~ Our Biz-Talk Sponsors
~ Biz Thought -- CHANGE
~ Interactive Classifieds
~ Featured Article -- Exclamation Points Are Your Enemy !!!!
~ E-Zine Advertising Information
///////////////////////////////////////////////////
"TOP
SPONSOR"
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=========================
"TOP
SPONSOR"
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Thanks,
Ian Herculson
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*BIZ THOUGHT*
CHANGE
I've continued to recognize the
power individuals have to change
virtually anything and everything in
their lives in an instant. I've learned
that the resources we need to turn
our dreams into reality are within us,
merely waiting for the day when we
decide to wake up and claim our
birthright.
Anthony Robbins
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*INTERACTIVE CLASSIFIEDS*
................
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..................
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.................
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...............
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...............
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*FEATURED ARTICLE*
===============
Exclamation Points Are Your Enemy !!!!
........by Tim Gross
===============
Dear Online Marketer: Do your ads look like this?:
** Best Home Business In The Universe!!!!!!
** Earn $20,000 Your First Week!!!!!!!!!
** YOU WON'T BELIEVE THIS ! ! ! !
** INCREDIBLE ! ! ! !
** FANTASTIC PAYOUT ! ! ! ! !!!!
If the sentences above resemble the ad copy
you're using online, I can tell you why the money's
not rolling in: You're killing your credibility, which
kills your sales. The exclamation point is the most
over-used and abused character on the keypad
these days, and the "quotation" key is getting
mighty jealous. (I'll explain what that means in
a minute.)
Much in the same ways that insecure kids become
bullies in the schoolyard to compensate for their weaknesses, unsure
online marketers are littering
their sales pitches with enough exclamation points
to declare the internet a disaster area.
Tell-Tale Sign
If you feel your sales pitch needs a few dozen
exclamation points to raise the enthusiasm level,
it's a sure sign that your ad copy is weak and
needs improving. Stating the benefits of your
product with quiet self-assurance and backing
it up with concrete facts, enthusiastic comments,
and real testimonials will beat exclamation points
any day of the week. (Testimonials don't get
used nearly enough online - that's what I meant
about the 'quotation' key being jealous.)
Which of the following is more convincing to you?
1) Earn $100,000 a year or more with this exciting product!!!!
2) Our top rep earned $127,432 last year, and
many others earned between $41,489 and
$105,995. This proven product almost sells
itself, and with our ongoing one-on-one help,
you can do the same. Remember: We'll be by
your side every step of the way.
(Did you choose #2? So does everyone else.)
1) Our MLM is incredible!!!!!! Your downline
does all the work!!!!! Most generous payout in
the industry!!!! There's nothing else like this!!!!!
Sign up now!!!!!!!
2) If you're wary of MLM programs or have
had bad luck with them in the past, I understand
your skepticism. MLM has gotten a bad rap from
some fly-by-night companies selling shady products.
Let me assure you that our program is completely different from anything
you've seen before. With
our top-quality product, experienced leadership,
and generous pay structure, we are positioned for
success - especially for those who get in on the
ground floor. Sign up right now and get all the
facts immediately. If you're not convinced it's
everything I've said it is and more, your membership
fee will be cheerfully refunded.
(Deal with known concerns - It makes your offer
more believable.)
As you can see from the above examples, here's
the bad news: Writing without exclamation points
requires more ad copy. (I call that bad news
because for the person trying to write the ad, it
seems like more "work".) In fact, when I re-work
an ad that is riddled with !!!!'s, sometimes the ad
winds up being 3 times longer than before.
THE GOOD
NEWS
The good news is that longer ad copy is necessary
to make the point and to make the sale, and it
maximizes your chances of success.
If you're still not convinced: Have you ever noticed
that on your favorite television sitcoms you never
notice the laugh-track? ...That's because you're
laughing at the same time. On really BAD sitcoms,
the laugh-track can drive you crazy with its inane guffawing after every
line. That's because the lines
aren't funny, so the canned laughs feel forced
and remind you how bad the show really is.
The same goes with exclamation points. When
they naturally follow an unusual or strong statement,
you don't even notice them. But when they follow sentences that just
aren't convincing or exciting, they
seem forced and actually DRAW ATTENTION to
the fact that the ad doesn't seem genuine or effective.
The internet community is an intelligent, educated
bunch. They're more likely to read U.S. Weekly
than The National Enquirer. They won't be sold
by empty hype and incomplete explanations. In
addition, a good percentage of them have been
taken advantage of through the internet before.
They're wary - and for good reason. Using too
many exclamation points is the sign of an amateur,
and people want to deal with professionals.
So go forward, be fruitful, and un-multiply.
(Your exclamation points, that is!)
###
Tim Gross is the director of the "Masters of
Marketing Inner Circle" as well as being an online marketer and
webmaster. He credits his success
to using little-used credibility-building tactics. Go to
http://www.enlowcircle.com/go/credibility
to
download a free complete 14-chapter marketing
course on credibility and internet marketing now!
__________________________
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