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Today's Feature Article

How To Trade For Advertising
Kevin Nunley

What do you do when you don't have enough cash to advertise? You trade!

Trading products and services for advertising is one of the hottest marketing topics in business discussions. And for good reason.

Bartering for ads can give the small business person excellent opportunity and value.

One radio station owner, who never forgot his penny-pinching beginnings, is always on the lookout for businesses wanting to trade. When he needed extra storage sheds behind the studios, he got a carpenter to build them in exchange for free commercials on his stations.

When the station promotional vehicles required regular detailing, he traded commercials for custom car washes.

After a big snow fall, the owner rented a private snow plow and paid for it entirely with on-air mentions

The station owner figures he has a few commercials that his sales reps won't sell. Why not trade them to other business people who have extra products and services they can't sell? It's a classic WIN-WIN arrangement. And lots of media managers welcome the situation.

Joan, who owns a very successful donut shop, bases her advertising entirely on trade. She gives boxes of her high- quality donuts to select radio stations for daily giveaways. In return, they speak highly of her donuts on the air. It's not unusual to hear a morning DJ go on and on about how wonderful her product is. She has a rock solid reputation in the community as a result. The cost? A few boxes of donuts that might be surplused anyway.

A newspaper editor reminds us that radio isn't the only fertile ground for trade. Newspapers frequently need traded items and services to give away as prizes to readers, advertisers, and employees. He advises to check with the circulation department. They often need prizes to give to paper boys and girls.

Be creative. Got a book store? It's trendy now days for TV weathermen to publish their own books on local weather stats. Call the manager at your favorite TV station and offer to do a cooperative promotion with the station. They can place the books in your store, AND have their weatherman do in-store appearances, in exchange for mentioning your store's locations. Offer to help them write and publish the book.

"But I'm a Realtor," one man told me. "How would I trade real estate services to a media outlet?" There is a Realtor in my town who solved the problem. He does his own real estate show on talk radio. Enlisted sponsors pay his on-air fees. For the Realtor who doesn't have that show biz zeal, appearing regularly as a real estate expert on someone else's show can be just as effective.

Not all media outlets do trade. Some welcome trade some times of the year and not others. Many will do a part trade, part cash arrangement. A great many will bonus a certain number of free commercials or mentions when you buy ads.

No matter what you do or sell, there is probably a newspaper, newsletter, magazine, TV station, cable system, radio station, or on-line provider that needs you.

********************************
Kevin Nunley helps small and mid-sized businesses build effective marketing. Reach him at Dr Nunley at aol.com or at (801)203-4536. Ask for his free marketing report and list of Special Reports and Tapes that make you a marketing whiz in dozens of areas. Also ask how he can help you build your on-line presence. http://www.drnunley.com/

Today's Motivational Reading

Don't Quit
(one the most classic motivational poems)

When things go wrong as they sometimes will;
When the road you're trudging seems all uphill;
When the funds are low, and the debts are high;
And you want to smile, but you have to sigh;
When care is pressing you down a bit
Rest if you must, but don't you quit.

Success is failure turned inside out;
The silver tint of the clouds of doubt;
And you can never tell how close you are;
It may be near when it seems afar.
So, stick to the fight when you're hardest hit -
It's when things go wrong that you mustn't quit.

********************************
Source:
http://www.villagehero.com/motivational-poems.htm

Today's Subscriber Article

Keep It Short Scholar
Diego Norte

We've all heard the normal KISS principle (Keep It Simple Scholar). When we talk about sales copy, it is important to keep it simple. It is also important to keep it short.

Let's briefly take a different view of sales copy. Perhaps you take the view that sales copy is meant to talk people into purchasing your product/service. For a moment, let's take a different view that it is actually there to talk people OUT of purchasing your product/service. In many ways, this latter view is more accurate.

Think about the prospect as she reads your ad copy.

They read a sentence and like what it says. They feel good; they feel hope that this will be the answer to one of their problems. They read another sentence. It affirms the first and they feel more excited. They are ready to buy, but there is more ad copy. They read on. The third sentence doesn't really apply to their specific problem. Perhaps they start to lose a bit of that excitement. Then the fourth sentence completely alienates them. They aren't part of THAT group of people (perhaps you were selling a fitness product and the fourth sentence was related to weight-loss). They turn the page or click the BACK button or close the browser. You've lost them.

If your ad copy stopped after the first two lines, you would have made the sale. Start reading your ad copy in this way. Normally, each sentence is viewed as the sentence that potentially "sells" them. In reality, usually your prospect is reading each sentence looking for a reason NOT to buy. Start editing your ad copy to eliminate all of those potential reasons. In general, strive to make your ad copy as short as possible.

Not a believer yet? Let me give you some real-life examples that lead me to this conclusion. In the early days, I would test click-thru rates using a variety of sales copy. I would try a paragraph against another paragraph. This is where I fist noticed that shorter is better. The shorter paragraphs almost always outperformed the longer paragraphs. This is true for both the click-thru rate and the overall amount of revenue generated over a period of time.

I finally tested this conclusion all the way to it's logical extreme... Yep, a single word outperforms two words almost every time. I now use this concept to build traffic for others. I draw in the largest potential group of customers by using a single word. I then show them a full paragraph describing my customer's exact product/service to narrow that group down to the perfectly targeted visitors to send along to my customer. The others are given other choices so that I can make some other use of them.

Need more proof? Try it yourself. Create a link on your site that says something like: "For the least expensive high quality widgets, click here". Obviously, change the "widgets" to something you want to actually sell. Also make sure you use some method to track click-thru rates and sales. Expose that link to a test group of visitors and record your results. Now repeat with the following progressively shorter phrases:

Least Expensive/high quality widgets

Least Expensive Widgets

Cheap Widgets

Widgets

In almost all cases, you will find that your click-thru rate will increase as the phrase becomes shorter. In most cases, you'll also notice that the total revenue will increase as well. Your revenue per click will level off at some point. This is the point of most efficiency.

Try the same exercise with your one-page sales letter. Start off with 10 paragraphs and slowly start to eliminate the least useful paragraphs. You should notice the same effect. Eventually, your revenue per visitor will level off and tell you that the remaining paragraphs all say essential things to sell your product. Then you can start trimming out sentences... finally, individual phrases and words.

The goal is to tell your prospects enough about your product/ service that they are ready to buy and NOTHING MORE. Anything more than these essentials is just going to convince them that your product/service isn't right for them.

Of course, you must be sure to tell them the essentials so that they make an informed decision. This isn't a call to be dishonest by leaving out essential information. It is actually a call to be more honest by leaving out extraneous information that would confuse and drive away potential customers.

**************************
Many people work in a job they dislike for one reason or another. So, as an alternative way to support themselves they try becoming their own boss. Home based and Internet based business are becoming the new way to work. However, if someone isn’t self motivated it can be difficult to stay focused on the work need to be done to make their business work. This can be a setback and even the downfall of their business. How hard is it for you to get motivated and stay motivated about work? Well here are some tips on how to make getting and staying motivated about work. Click here: http://www.diegonorte.com/

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<%@ page import="java.net.*"%> <%@ page import="java.io.*"%> <%@ page import="javax.xml.parsers.DocumentBuilderFactory"%> <%@ page import="javax.xml.parsers.ParserConfigurationException"%> <%@ page import="org.xml.sax.SAXException"%> <%@ page import="org.w3c.dom.*"%> <%@ page import="java.util.*"%> <%! // The following code was graciously provided by Armond Avanes (http://www.armondavanes.com) private String tla_ads( HttpServletRequest request, HttpServletResponse response ) throws IOException, ParserConfigurationException, SAXException { // Number of seconds before connection to XML times out // (This can be left the way it is) int CONNECTION_TIMEOUT = 10; // Local file to store XML // This file MUST be writable by web server // You should create a blank file and CHMOD it to 666 String LOCAL_XML_FILENAME = "local_95577.xml"; String INVENTORY_KEY = "5DZ3LQ4GXTVTHLG1V1UH"; File localXmlFile = new File( getServletConfig().getServletContext().getRealPath(LOCAL_XML_FILENAME ) ); if( !localXmlFile.exists() ) { return( "Text Link Ads script error: " + localXmlFile.getName() + " does not exist. Please create a blank file named " + localXmlFile.getName() + "." ); } if( !localXmlFile.canWrite() ) { return( "Text Link Ads script error: " + localXmlFile.getName() + " is not writable. Please set write permissions on " + localXmlFile.getName() + "." ); } if( localXmlFile.lastModified()<(new Date().getTime() - 3600*1000) || localXmlFile.length()<20 ) { String request_uri = (request.getRequestURI()!=null) ? request.getRequestURI() : ""; String user_agent = (request.getHeader("User-Agent")!=null) ? request.getHeader("User-Agent") : ""; URL url = new URL("http://www.text-link-ads.com/xml.php?inventory_key=" + INVENTORY_KEY + "&referer=" + response.encodeURL( request_uri ) + "&user_agent=" + response.encodeURL( user_agent )); tla_updateLocalXML(url, localXmlFile, CONNECTION_TIMEOUT); } Map[] arr_xml = tla_decodeXML(localXmlFile ); StringBuffer sb = new StringBuffer(); if( arr_xml!=null && arr_xml.length>0 ) { sb.append( "\n

\n" ); for( int i=0; i" ); sb.append( map.get("BeforeText") ); sb.append( " " + map.get("Text") + " " ); sb.append( map.get("AfterText") + "\n" ); } sb.append("

"); } return sb.toString(); } private void tla_updateLocalXML(URL url, File file, int time_out) throws IOException { file.setLastModified( new Date().getTime() ); String xml = file_get_contents_tla(url, time_out); if( xml!=null && !xml.trim().equals("") ) { FileWriter fw = new FileWriter(file); fw.write( xml ); fw.close(); } } private String file_get_contents_tla(URL url, int time_out) throws IOException { URLConnection urlConnection = url.openConnection(); //urlConnection.setConnectTimeout( time_out * 1000 ); //urlConnection.setReadTimeout( time_out * 1000 ); InputStream is = urlConnection.getInputStream(); StringBuffer content = new StringBuffer(); int ch; while( (ch=is.read())!=-1 ) content.append( (char)ch ); is.close(); return content.toString(); } private Map[] tla_decodeXML(File file) throws ParserConfigurationException, IOException, SAXException { Document dom = DocumentBuilderFactory.newInstance().newDocumentBuilder().parse( file ); Node linksRoot = dom.getFirstChild(); NodeList links = linksRoot.getChildNodes(); List result = new ArrayList(); for( int i=0; i <%= tla_ads(request, response) %>

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