The JEHM Net News

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Overhead ‘no smoking’ signs will be replaced by ‘no cell phones’ signs on some planes next year when technology is introduced to make it safe for passengers to use cell phones in mid-flight.

Airlines are seeking ways to police potentially annoying on-board phone chat via symbols of a cell phone crossed out, forcing passengers to switch off during take-off and designated “night” periods.

The company developing the satellite technology for Airbus planes also said cabin crew would be able to remotely switch off phones or disable their voice function, allowing travelers to just use text messaging and email during quiet times.

“It is envisaged that airlines will turn the voice capability off, for example on long-haul flight during the plane’s night’,” a spokesman for communications joint venture OnAir said.

“Each airline is likely to develop different protocols for the use of mobile devices, in much the same way that different protocols have developed in different countries for the public use of mobile phones.”

Airbus said it was pushing ahead with plans for trials of cell phones, blackberries and other devices on planes next year, despite heightened security following a suspected bomb plot in Britain and setbacks for on-board communications in the United States.

OnAir is a joint venture with Airbus and information technology systems provider Sita.

Air France KLM is expected to lead the way when it takes deliveries of planes trialing the service in 2007, while European low-cost carrier Ryanair is also close to ringing up extra revenue from cell phones.

However, other carriers said they might limit the service to text messages or ban it altogether, amid fears it will put passengers off traveling unless it can be policed properly.

British Airways said it was interested in the technology but was surveying its passengers to see what level of cell phone use would be acceptable or “downright annoying.”

Germany’s Lufthansa was also cautious, saying it had not decided whether to allow cell phone use on planes yet.

“The issue is how you would get around the problem of disturbing other passengers,” a Lufthansa spokesman said.

An Air France spokesman said the first phase of its trials would only involve data services such as text messages with a second phase covering voice.

TAP Portugal and Britain’s bmi also plan to trial the technology.

In a consultation paper on the subject in April, UK regulator Ofcom warned: “The potential for increased levels of agitation from passengers is a factor to be noted.”

But asked about the social cost of mid-air cell phones, the outspoken chief of low-cost carrier Ryanair Michael O’Leary said: “Why should I care if it is generating some money?

“People are in a confined space. People tend to not want to get into long and involved cell phone discussions with people sitting around them. I think it will be more people sending texts,” he told reporters.

Advancements in airline communications have been slow to take off, particularly in the US.

Boeing said last week it would shut its loss-making Connexion unit, which allowed airlines to provide high-speed Internet service to passengers. The satellite-based service, for which Boeing failed to find a buyer, was too costly and few airlines signed on.

In June, Verizon Communications said it was canceling its on-board phone service by the end of the year.

(Reuters)

By: Ahmed ElNaggar

On-Site-Optimization is an important and major factor in SEO game. Many of web-site administrators start to focus all their effort in Off-Site-Optimization and this is totally wrong, because web-site administrators must make balance between Off-Site-Optimization and On-Site-Optimization. On-Site-Optimization refers to the factors that you can control in your site like:- keyword density, text, and links. One of most critical element in On-Site-Optimization is keyword density, and if you can master it you can get a higher rank position for your site.

Keyword density is the ratio of the number of occurrences of a particular keyword or phrase to the total number of words in a page. The total number of words does not include only the words in your title, description, or even in the body. But it also includes Title, Meta Description, Meta Keywords, Visible Text, Alt Tags, Comment Tags, Domain Name, Image tags, Linked Text, Option Tags, and Reference Tags.

Keyword density is not constant for all Search engines. Simply every search engine algorithm differs, and for that you must choose an average keyword density that make your site rank in the top ten position in all search engines. If we make a research we will find that the best keyword density for Google is about 10%, Yahoo is about 20% and Msn is about 15%. Then you must make your site keyword density about 15% in order to get huge traffic to your site from those major search engines. It’s up to you, you may choose to optimize your site for just one of search engines, or to target all the major search engines.

In conclusion, you must balance between Off-Site-Optimization and On-Site-Optimization. Also you should give some attention to keyword density in order to make successful site, and you can decide whatever you want to target all the search engine or a particular search engine.

For more information about SEO strategies, tips and tricks , please visit:-
http://ambatchdotcom-seocontest.blogspot.com

Article Source: http://www.upublish.info

About the Author:
I am expert ezinearticles, and SEO is my specialization.
ambatchdotcom-seocontest.blogspot.com

By: Mark Nenadic

It would be nice if we could master search engine optimization and procure high rankings simply by editing Meta tags but thats just not going to happen. The reason is because in order to achieve SEO success a combined effort of different longterm methods is required. There is no one quick fix that will solve the problem.

Nevertheless despite the fact that there are no easy solutions people still insist on using various techniques to try and find them. For instance it is possible to quickly generate high rankings from words that no internet users will search for. However even if you rank number one if no one uses the words your business will flop.

In addition the following are some more quick fixes that many people try and fail at.

Changing or Adding Meta Tags Search engines are limited when it comes to deciding what sites should be shown in the result list of a keyword search. Meta keyword tags assist search engines and help them select the pages with the most relevancy that pertain to the keyword of a Web surfer.

Of course there is a difference between a public search engine like Yahoo and an internal search engine. A public search engine contains virtually every webpage they are aware of. Therefore they cant trust all the Meta tags they find as not all website have been designed to provide the internet users with relevant information on the keyword they are searching for. Some website have been set up for the sole purpose of advertising and generating traffic. Thus the goal of a public search engine is to weed out these irrelevant websites and help searchers find exactly what they are looking for.

An internal search engine, on the other hand consists of only a small amount of web pages or products. Therefore it is less difficult for the search engine to produce the most relevant pages. Moreover the Meta tags that are present on the internal search engine on your site are trustworthy because your goal is to help your visitors find what they are looking for.

When all is said and done by adding or changing the Meta tags on your website doesnt quickly or slowly fix anything. The bottom line is this method will have not effect on the result of your SEO traffic.

Increasing Web Content Increasing web content can boost your SEO success but this is something that takes plenty of time. Sure you can quickly increase the content by writing useless puff pieces using auto generating software or ripping off content from other sites but none of these methods are actually going to improve your business profits in the long run.

The only web content that is going to secure your success is information that is relevant and valuable. It takes time and experience to generate this type of information so dont try to cheat your way to the top with wasted words or words that are not your own. Stay true to your business and keep your integrity.

Link Popularity One of the most popular quick fix methods out there are link schemes. Anyone who does business on the internet knows how valuable links are. Links are what help to increase web traffic and increase website visibility. That being said you will want to avoid becoming a link farm because if your goal is to only get links to increase your SEO rankings youre not going to take your business anywhere.

As tempting as it might sound you need to ignore link popularity. Your focus should be on your target market, and how you can reach them to let them know your website exists. Thus you need to market your website which means you may have to dish out a little money to publicize your website in local newspapers magazine or even in a television ad. The more your site is recognized the better chance it has of ending up in the right niche markets to attract the right attention.

If you want to be successful with search engine optimization you need to commit yourself to achieving long term results. This does take patience but is necessary if you want to come out on top. The following tips can help bring you closer to your high ranking goal

Tip 1 Conduct thorough research for keyword phrases use effective keyword programs such as Keyword Discovery or WordTracker. The paid programs of their software will help you generate the best keyword phrases for your business.

Tip 2 Valuable web content Dont create a website that is overrun by graphics. SEO spiders will crawl right over these graphics and pass you by. Your website needs a reasonable amount of web content that is pumped full of valuable information. It needs to be clear and concise and should also convey your website message which needs to include the keywords youve selected to rank high for.

Tip 3 Relevancy Ensure that all your link anchor text and title tags are relevant to one another, as well as to the web content that is presented on your site.

Tip 4 Patience is a virtue It will take almost a year or even longer before you begin to see any traffic from the natural results of search engines. Try not to let this get you down. Take this time to continue to improve your site and give the competition a run for their money. Eventually your persistence patience and positive thinking will pay off.

Always remember it doesnt matter how well you market your website you are not going to achieve overnight success. Just like most things in life taking the easy way out when it comes to marketing your business online isnt going to create you long lasting success. If you want an impressive future that provides you with plenty of reward, you need to spend the time and money and do things right the first time.

Article Source: http://www.upublish.info

About the Author:
Mark Nenadic Mark is the director and face behind FifteenDegrees-North, where you will find articles and resources to help with SEO, marketing and Web design.

By: Karianne

Many SEOs quickly learn why they need a linking strategy. They know now that links from other web sites pointing at theirs are improving their page ranking. Let’s see how links generate traffic.

Inbound links are an important way to increase the page rank, to be known in your field, to generate traffic to the website. This is the most important method to generate traffic, to have more visitors, potential clients or website services’ users.

Without traffic, a website is almost useless. Its role can be only a name on a business card or a place to find a products or services list or email addresses.

To bring clients from the Internet, to be alive, to fulfill its main purpose, a web site must have huge traffic. What can a search engine optimizer do to get this important traffic? The web content including the appropriate keywords, the ease navigation, the most appropriate images, the inspired headlines are improving the traffic.

Do not forget the site’s style, sophisticated and simple at the same time, professional and efficient. But the work isn’t over yet. The inbound links strategy must be used too. It brings spectacular results and realizes the traffic that will attire the clients’ attention. The search engines will note the web site.

Some will think that without traffic, a web site is useless as a marketing and selling tool. The web site will not sell products or services, nor communicate ideas or events, and won’t publish articles about any imaginable subject.

As we have already established, the traffic will be increased in the most spectacular way by getting links from other important websites, and having related topics. You will receive direct traffic from links, but mainly from links that have similar audiences to the main website.

A client visiting a web site similar to the main one, seeing the link to the main one, will visit it immediately. He becomes a potential client, increases the traffic, and improve, finally, the main site’s rank. 21% of the entire traffic is the result of inbound links. This is not a secret, top ranked web sites are using this successful strategy and everyone can see the results.

What is the reason why people are clicking the new links? First of all, this is the human curiosity in action. Maybe the next site can have more products, best prices, most appropriate services.

Maybe the next site is looking better and it is giving to its visitors the look and feel they are waiting for, maybe the next site is more useful, interesting and helpful. The visitors, potential clients at the same time, are hoping to find something to amaze them, to make them purchase without regrets and doubts.

Part of your linking strategy is joining a linking directory. You will need to do a search for these websites with a high PR. In these directories, you will have great success because they are where the strong, relevant websites are. To start linking your websites to higher ranked sites, go to:

o http://www.MyLinkMachine.com

Another part of your linking strategy should be to include your link in articles that you submit to article directories. This will help you out a lot because if a reader is interested in your article, chances are that they will click on your link to learn more. A great site to submit your articles is:

o http://www.MyContentBuilder.com

If you are submitting articles and are looking for a faster and easier way to do this, you might want to consider an automatic article submitter. To watch a video on how to accomplish this, go to:

o http://1trac.com/dt/t/Article_Submitter_Video.php

Article Source: http://www.upublish.info

About the Author:
Karianne Kline is a Graphic Design student currently attaining her Associate’s Degree. She is also learning the other end of the spectrum in Marketing and SEO. You can learn more about what she does by visiting www.LazyLinking.com

By: David Thomas

Affiliate marketing can be a rich gold mine. If you can find a phrase to bid on that somebody ready to buy the product you are marketing is likely to search for, and there is a high frequency of searches for that phrase, you may find that you will build up huge revenues very quickly indeed!

If only life was that easy! Part of the problem is that pay-per-click marketing is extremely popular, both with affiliates and the vendors themselves. You are bidding against other advertisers to get your ads displayed on the search engine networks, and it’s very easy to spend more than you earn. That’s why you have to monitor your advertising campaign very closely.

You need to know a small amount of statistics to succeed as an affiliate marketer. It’s fairly obvious that you need the amount of money coming in to be greater than the amount of money going out, and you also want the rate of increase of your income over time to be as high as possible. However, beware of exaggerated claims of high return-on-investment (ROI) that you will often see from affiliate marketers on forums. A typical case would be an affiliate that has just made one sale; they’ve made themselves a commission of $20; and they paid Google $0.13 for two clicks. They’ll claim a ROI of about 15300%, and, for this isolated case, that is true. Chances are, the affiliate just got lucky when they got their first clicks through. That’s why you need to leave your campaigns running for quite a few clicks to get a good idea of the conversion rate of a product, that is the rate at which visitors convert into leads or sales. Typically it may be of the order of 1-2%, but figures can vary wildly, depending on the quality of the product and how good the sales page and process are. The conversion rate will of course be the number of sales divided by the number of clicks, and it’s quite easy to work out.

Conversion rates will usually vary for different keywords, and they can also vary depending on the text of your ad, so it’s a good idea to track the conversion percentage of each keyword and ad individually. For example, it’s fairly obvious that somebody searching for “word processor” is more likely to purchase Microsoft Word than somebody searching for “free word processor”. Most cases are not this obvious. You can then, over time, find out which keywords convert into sales for you, and which do not.

Sometimes, you may find that you have found a keyword where users entering that keyword convert to sales or leads successfully and frequently, but the cost of bidding on that keyword is too much for you to make a significant profit, or any profit at all. You can often bid on variations of that keyword, such as misspellings and missed spaces, which will help reduce the cost per click because these phrases are not bid on by as many pay-per-click marketers.

With some affiliate networks such as ClickBank, it can be difficult to know which keywords convert into sales well. The Google AdWords interface allows merchants to place code on the page that is viewed immediately after purchase on their site, and if the merchants you promote are prepared to do this for you, you are more likely to be successful promoting that programme.

With Commission Junction, you can place the keyword in the “Shopper ID” parameter, and it will be shown next to any sale that results from that keyword being entered.

Ideally, you should look for merchants that realise the value of their affiliates; they simply represent the sales team of the product! It’s surprising how many vendors are out there that have affiliate marketing networks and yet do not value their affiliates.

What’s really good about this business is that once you have come up with an advertising campaign that consistently makes money, all you have to do is to monitor it, maybe once a week, or however often you feel comfortable with. You then have a campaign that generates income for you, practically on autopilot! Keep on setting up successful campaigns and you will eventually make a significant income from this approach.

Article Source: http://www.upublish.info

About the Author:
David Thomas is a software publisher who provides tools for Internet marketers such as Keyword Transformer. Sign up for his free affiliate marketing course which includes Keyword Transformer Personal Edition today!

By: William King

Branding is perhaps the most important facet of any business–beyond product, distribution, pricing, or location. A company’s brand is its definition in the world, the name that identifies it to itself and the marketplace. A model may be beautiful, but without a name, she’s just “that girl in that picture.” Where would Norma Jean be without Marilyn Monroe, or who would imagine Coca-Cola as just a soft-drink manufacturer?

A brand provides a concrete descriptor to customers and competitors alike, a name for a product or service to distinguish it from anything else. Bob may run a hobby shop, but trying to advertise as “The hobby shop a guy named Bob runs down the street a ways” is financial suicide. Each customer will have to describe the shop, who Bob is, and what the shop does every time someone asks about it.

This makes the process of recommending a good hobby shop too much work for the average customer, and far too much work for a user looking for hobby shops on the Internet. A customer looking up Bob’s hobby shop will have an easier time of it if he or she knows to refer to it as “Bob’s House of Hobbies,” and the customer can then refer others to Bob’s hobby shop by name, increasing the potential advertising exponentially.

Developing a brand involves more than just picking a catchy name and placing an ad in the newspaper–a brand is more than a unique string of letters denoting a particular product; a successful brand is a mnemonic trigger that makes a consumer feel a certain way when the brand is thought of.

For those who drink cola-flavored soft drinks, which is more appealing on a hot day: a cold cola soda, or an ice-cold Coke? Coca-Cola has spent 100 years developing their particular brand of cola-flavored soda as a refreshing beverage and a seminal representation of a market segment. Coca-Cola has used a combination of direct marketing, give-away techniques, and multi-product cross-branding to achieve maximum brand recognition and visibility in not only its immediately competitive market, but in markets as diverse as Coca-Cola branded race cars and housewares.

Brand loyalty is an integral part of building a brand, as consumers usually have a choice of products in the same market segment, and so a successful company will come up with a way to keep consumers re-buying their product or coming back to their location rather than going to a competitor. These brand loyalty-building efforts may come in the form of coupons, incentives such as many grocery chains’ technique of “grocery discount cards” or “loss leaders,” meant to draw consumers into the store, where they will hopefully buy products along with the discounted fare at a higher profit ratio.

In exchange for these discounts and grocery cards, many companies collect information about buying habits and average spending amounts, the better to tailor advertisements and better-focus future promotional efforts. Once a consumer is hooked, brand loyalty tends to result in higher sales volume, as well as loyal customers being less sensitive to price changes of their favorite brands (within reason, of course), as well as less sensitive to competitors’ incentives. Studies have shown that it takes 5 times as much money to gain a customer as it does to retain one. That’s 5 times as much money as could have been spent on other things.

A brand is who your company is, and what it is selling–it is as important as naming a baby, and should require the same amount of effort to develop it, but if done well, can mature into a successful and profitable adult.

Article Source: http://www.upublish.info

About the Author:
William King is the director of Wholesale Pages and Wholesale-Canada. He has 18 years of experience in the marketing and trading industries and has been helping retailers and startups with their product sourcing, promotion, marketing and supply chain requirements.

By: Brice-Mattson

Do you want to make money through the Internet but you don’t have enough experience or capital to start your own online business? You don’t have to worry, for a lot of online marketing options exist for you to start with. One of these options, and shall I say the best, is affiliate marketing.

Affiliate marketing provides first time online marketers like you the chance to market something online even without having your own product to sell. All you have to do is to sign up with an affiliate marketing program, which is usually owned by an online merchant or retailer, and start picking the products you want to promote. As an affiliate, you are paid by the merchant for your services on a commission basis, that is whenever you have directed a visitor to the merchant’s site and the visitor actually buys something.

Becoming an affiliate in an affiliate marketing program is often quick and easy, and for most affiliate programs, signing up is also free. But despite these and all the benefits being promised by affiliate programs, many people are still hesitant to get into affiliate marketing. One of the reasons why a lot of people remain hesitant is the lack of a website to start marketing his affiliate products with. This now leads us to the question of whether a website is required or necessary in affiliate marketing or not.

Many people say that one can do affiliate marketing even without a website to start with. Actually, one can really start promoting and marketing his affiliate products even without a website; and there exist a lot of ways on how this can be done. In fact, many affiliate marketing strategies that leads to success can exist without actually needing a website. Among these strategies are email marketing, offline promotions, writing e-books, writing ezines and engaging in online discussions like forums, chats, message boards and others.

*Email Marketing

Email marketing, or maintaining email lists, is actually the most popular affiliate marketing strategy that doesn’t require the affiliate to maintain a website. In this affiliate marketing strategy, what you basically do is maintain a list of the email ads of your prospective customers and provide them with articles that are relevant with the affiliate products and programs you are promoting. Articles that you provide your contacts with need not always be promotional, for many individuals find such types of email annoying. Rather, it would be better if you provide them with something informative and just add small text ads that link to your merchant’s site.

*Offline Promotion

There are many ways on how you can promote your affiliate products offline. Among the common medium used for such promotions are classified ads, brochures and flyers. Classified ads would generally work better compared to the other two because classified ads in periodicals often get a wider audience.

*Writing Free e-books

If you have a knack in writing, writing an e-book can be the best way for you to promote your affiliate products in the absence of an actual website. Just like in emails and newsletters, your readers would better appreciate your e-book if it is not too promotional but rather informative. Be sure, however, to make the contents of your e-books relative to the actual affiliate products you are promoting. And just like in email marketing, you can just place text ads or banners somewhere near the end of your e-book that links to the merchant’s site.

*Writing Free Ezines

Ezines are publications or articles that aim to inform individuals about a particular topic. If you don’t have a website and yet want to be an affiliate, you can well use ezines to promote your affiliate products or to insert links to your merchant’s site. If you have a website, your ezine article may actually work well as content for your site. But since you have no website, you can just submit your free ezine articles to various websites that hosts ezines, like goarticles.com, ezinearticles.com and others.

*Online discussions (Forums, Chats, Message Boards, etc.)

With or without a website, you just can’t ignore online discussions because they are great venues for marketing your affiliate products. In chats, forums, message boards and discussion boards with topics related to your products, you can easily find people who may be interested with the products you are promoting.

With all these strategies, it may appear that one really doesn’t need to have a website to start marketing his affiliate products and promoting his affiliate programs. Well, starting in an affiliate program without a website may be easy, but getting successful in affiliate marketing without a website is another thing. While one can actually gain enormous success in affiliate marketing even without a website, it is a rare instance that “newbies” like you can reach the same levels of success.

Having a website is not really a pre-requisite in entering into an affiliate program, unless otherwise the program owner would require you to have one. But while this is so, I would still recommend that you have for yourself a website, if not now, then maybe at a later time. Having a website creates a lot of advantages in affiliate marketing. For one, it provides you a place where you can creatively promote not only one of your affiliate products but all of your affiliate products. With a website, you can also advertise your affiliate products to a wider market.

Again, having a website is not a requirement in affiliate marketing. But with the advantages that a website can provide, I’d rather have one for myself and make affiliate marketing a lot easier for me.

Article Source: http://www.upublish.info

About the Author:
To get the Best Internet Home Business, Work at Home Ideas, Opportunities and Training Visit Us Today!! Get A Money Making Website Just For You That’s 100% Ready To Take Orders And Pull In Massive Residual Profits Today!

By: james lowe

Any small or big business, must keep advertising from becoming too costly so you can closely monitor all your target markets to get maximum impression made for your business or organization. Not so obvious a point.

Many small business owners find it difficult to engage in home business marketing, because it appears to be so expensive. However, there are many ideas that you can use to increase your visibility. Many are good. Interestingly, some are not so good but you can make them so if they let you find your desired leads and customers by testing.

Here are some ideas that can be very useful in home business marketing:

Begin a frequent buyer club.
Reward your loyal customers for patronizing your stores. That way, they will give their business to you, and even like you and no one else. It might be helpful for you to track the purchase information of your customers, and once they have reached a certain threshold, by buying your products or helping you sell them, give them a gift certificate or a rebate.

Also, you can consider giving them future discounts, or simply a free gift. These ideas can be varied almost endlessly, so get creative and experiment with what works best for you. Test, a great word in internet marketing.

Use your phone time wisely.
There are many ways to use your phone time for advertising purposes. The best is to call and thank them in person or leave a message of thank you on their message machine after they make a purchase. Hardly anyone does this and it is very powerful.

Again, you simply have to be a little creative. For example, when you put your customers on hold, instead of playing some music, remind them of some of the upcoming events concerning your company. For, example, invite them to a sale. Also, ask if there is any problem, at all, with your relationship with them and your company that they would like you to solve. Solve a customer problem and you will keep a customer forever.

Give away business cards.
This is pretty important, so you really should have me earn my keep and tell you this. A reminder always helps. Especially so when someone is scrambling for help when they need a service like yours to help them fill their needs at a critical time.

Business cards are one of the most inexpensive ways you can advertise, so to neglect their use would be wasting a great opportunity. As much as possible, the card should have an attractive design, and it must include all information relevant to your business.

Give your business cards to just about everyone that you meet. You never know when your little gift will earn you money. Have a tiny discount for ordering any purchase from you on your card. This will give your card guts.

Cards, with pretty pictures, designs and services can be bought extremely cheap with excellent quality on the internet. Put in keyword, business cards, and shop for the best prices.

When anyone ever asks you anything, take out one of your cards and write their needed info on it, and give it to them and you will have a hard working 24 hour, 7 day ad out there for you forever.

Utilize email signatures.
Whenever you mail a potential customer, furnish him or her with your complete business information. This helps you to form associations in your prospects mind. You want them to remember the business when they think of your name, and vice versa. Tinker with this medium frequently to update and improve it.

Website promotion.
Aside from the usual methods of getting listed in online directories and optimizing for the search engines, you should seriously consider other, less prestigious methods. For example, try to include your URL on just about every surface available, on your business cards, the uniforms of employees and you, and on all promotion items such as key chains, coffee mugs, and tee shirts.

Make your url extremely brief and pertinent to your website business. You want people to be reminded of your site everywhere they turn and to be able to remember it easily.

Many website promotion tools out there are very good. The trick is to shop and shop and always be shopping for better ones. The last few years have brought on fierce competition for better and better web site advertisers and promoters.

Never be satisfied. Always be looking for cheaper and better with higher quality services ad places and promoters. They are there and are getting better.

Home business marketing is not as difficult as it may first seem. As long as you have a good supply of creativity, you should be able to generate enough ideas to promote your business. The ideas enumerated here should get you started, but make sure you think up your own variations!

Remember to always keep testing for better ad and promotion places and never be satisfied with a few because they are always getting better. Competition is great which is good for you and your time and money budget.

Article Source: http://www.upublish.info

About the Author:
James M. Lowe writes original articles about www.contenttomarket.com/ArticleWriters/ home business opportunities.

By: J D Moore

I bet you didn’t know that there are multiple levels of advertising and promotion that correspond to intent and stage of business. Understanding these levels helps small businesses tailor their promotions and ads to the proper purpose thus making more money. Let’s look a little closer…

Stage 1 - Awareness
Hey mom look at me! Cries the little child who wants attention. One of the biggest threats to small business is the fact that there may be thousands of people out there who need what they offer - but don’t know they exist.

This stage works on the “if you build it they will come” principle. It’s good if you don’t have much competition, or if you are an established brand opening a new location.

This is the most basic form of advertising and it has its uses. Unfortunately most small businesses never move past this level.

Stage 2 - Gain Market Share
This is a very important stage of promotion an advertising. This is where you put your unique selling proposition out there so that people will choose you over a competitor. You have to be compelling in a way your competitors aren’t.

Most advertising (even from a lot of the big guys) just doesn’t go this far. Your job here is to compel action from the customer.

Stage 3 - Increase Consumption
Gaining new customers is very important, but what are you doing to bring your old customers back? What kind of advertising or promotional tactics will increase the frequency and the size of your average purchase.

Advertising to your current customers is not a waste of money. In fact your ROI is likely to be far higher than advertising to get new customers.

Think about ways to get customers to come back more frequently and spend more with you when they do. You can realize an exponential growth in sales if you get these two components down.

Stage 4 - Capitalize on Opportunity
This stage is where you use opportunities to increase sales. What kind of opportunities? How about holiday sales, long weekends, current events?

Be careful about using very bad news for promotion. Being seen as too mercenary can come back to haunt you. There were some companies that sold terrorist insurance after 911 - but I can’t imagine any did well.

However, offering deals to offset rising gas prices or beat the heat of summer deals can be great was to promote all kinds of things.

You can boil these four stages down into finer points of distinction, but mastering just these basics will give you a head start for a more profitable future.

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About the Author:
JD Moore is a small business marketing expert and author of the Marketing Comet small business maketing blog: marketingcomet.typepad.com