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How Will This Blog Help Me Sell My Product?
By Paul Burani
Recently, I took on a client who is looking for a new approach to selling a product whose sales have flattened. (Sound familiar?) Her product is a cookbook full of healthy recipes geared toward diabetics; her question was, how is a blog likely to help her generate sales? Two sentences into my reply, I realized that this is killer material which applies broadly across all kinds of business models. Here's what I told her:
There are a lot of other people out there selling books online, right? But only a fraction of them sell cookbooks, and an even smaller proportion sell cookbooks, and ultimately only one of them combines easy diabetic-friendly recipes, useful anecdotes, a pleasant writing style and a low price - you. (I assume I am representing you at least reasonably well?)
The same trickle-down effect applies to people who buy books, buy cookbooks, buy diabetic-friendly cookbooks. And among those there are going to be people who want exactly what you're offering. Your first objective is to define your very specific category in which you and your product are #1 - and define your target market with the same level of detail. (For those who remember, this same concept was illustrated in an August 2007 post about marketing to the Long Tail.)
Then the blog is how you connect them-in a few easy steps.
1. Define your voice and subject content.
For example, you could define your blog as a "lite" version of your cookbook: stories about your experiences as a diabetic, news items showing how the foods showcased in your cookbook are rising in popularity, the occasional recipe, and so on. Alternatively, you could make your blog more of a forum for other diabetics to share their own "wish lists" for diabetic-friendly recipes.
2. Pull in information from various sources.
Do you cruise the internet consuming content related to cooking, diabetes, health eating, etc? If what you find is germane to the theme of your blog, bookmark everything and use it for future posts! Example: a graph documenting trends in healthy eating, a new bestselling cookbook (and what it lacks, that yours has), another blogger's personal accounts of the difficulties of eating healthy with diabetes. This stuff is all out there. Navigating the internet, particularly with search engines like Google, is an invaluable skill - very apparent in an exercise like this. (Search Engine Guide has some very user-friendly tutorials for novices, on how to effectively search the internet.)
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3.
Write,
and
write
often.
Search
engines
tend
to
favor
active,
dynamic
sources
of
information.
A
web
site
which
is
published
and
never
changes
will
rarely
reach
its
full
potential,
because
Google,
Yahoo!
and
other
search
engines
don't
trust
them
as
much.
If
you,
the
blogger,
show
expertise
and
dedication
by
updating
your
site
with
fresh
content
on a
regular
basis,
you
immediately
establish
your
authority
and
expertise
in
the
subject
at
hand.
As a
rule
of
thumb,
if
your
blog's
primary
objective
is
to
sell
products
or
services,
you
should
write
once
a
week
at
minimum.
Many
bloggers
post
once
a
day,
or
more.
Your
goal
is
for
your
blog
content
to
become
link
bait
-
the
kind
of
content
that
people
read,
reread,
forward,
and
post
all
over
the
internet
by
their
own
volition.
Once
you
get
really
good,
you'll
effortlessly
be
creating
link
bait
on a
regular
basis.
And
then
a
remarkable
thing
will
happen.
After
a
few
months
of
regular,
dedicated
activity,
the
search
engines
will
start
to
take
notice
of
the
frequent
mentions
of
keywords
that
are
relevant
to
what
you
sell,
e.g.
"healthy
eating,"
"easy
recipes,"
"low
calorie,"
"diabetic-friendly,"
and
so
on.
Meanwhile,
visitors
begin
to
interact
with
your
content,
posting
comments
of
all
types:
supporting
your
ideas,
contradicting
them,
elaborating
on
them,
and
so
on.
If a
few
of
those
people
are
themselves
bloggers,
your
visibility
begins
to
multiply.
Your
blog
starts
to
climb
higher
and
higher
in
the
search
rankings
for
these
topics.
A
sizable
proportion
of
people
are
typing
these
terms,
along
with
the
word
"cookbook,"
into
Google
and
other
search
engines.
They're
someone's
customers-and
if
your
blog
ties
back
to
your
e-commerce
enabled
web
site,
they're
yours
and
you're
already
halfway
to
making
a
sale.
With
each
and
every
one
of
them.
Effectively,
what
you've
done
here
is
humanize
your
site,
draw
people
in
and
engage
them
with
your
unique
content,
and
stand
out
in
their
minds
the
next
time
they're
presented
with
a
dozen
options
to
buy
cookbooks.
There's
no
doubt
that
this
is a
significant
time
commitment.
But
patience
is a
virtue-and
like
all
marketing
projects,
you
get
what
you
put
in!
Have
some
fun
with
it,
and
the
upside
is
all
yours
for
the
taking.
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About the Author:
Paul Burani is an internet marketing consultant based in New York, NY. After acquiring account experience working with Fortune 500 clients in the advertising and market research industries, he has since turned his attention to startups and growing businesses. His company, Clicksharp Marketing, serves small business clients in the New York area with specialties in website design and search engine marketing.
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Thinking Outside the Box
By Tom Laios
After doing months
of research on all
the income
opportunities on the
internet, you have
finally made the
decision to join a
program. Now its
time to get to work
and start marketing
your program. Your
splash pages are all
set up and you start
placing ads to as
many sites as you
possibly can. And
you wait… and you
wait…and you wait.
You get some hits
but not many, so you
turn it up placing
more ads, submitting
your web site etc.
and still no sales.
You start to feel
that the internet is
a big lonely place.
This is a sad
reality for
newcomers to
internet marketing.
While all this is
new and exciting to
them, the people who
are actually
searching for an
opportunity or
product online have
seen it all before.
They are tiered of
all the hype out
there and all the
different ads
leading to the same
opportunities or
products.
So what is one to
do? In traditional
marketing, we all
know that one is
more likely to
purchase from you if
you have established
a personal
relationship with
them. Luckily, the
Internet has
increasingly become
a huge social
network. Sites like
My Space, Face Book
and You Tube have
hundreds of
thousands of members
and are visited
daily. Specialty
marketing sites like
AdlandPro Community
and DirectMatches
have thousands of
members networking
their common
business goals and
interests.
Being part of
these types of
social communities
can help potential
customers to get to
know who you are and
at the same time you
will be able to
brand yourself.
This means your
articles, blog
posts, videos,
podcasts, and other
comments on the Web
are now critical
sources of
information about
your company, your
products and
services, and more
important, about
you. The content you
put out is just as
important as
traditional
advertising
messages.
Today’s internet
marketer can no
longer hide behind a
web site and email
address and be
successful. So, get
yourself out there
and market yourself
first. http://tlaios.info
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About the Author:
Tom Laios is a McGill University graduate in Economics and Political Science and has post graduate studies in Accounting and Finance.
You can visit his Business link at http:.tlaios.info or Blog at http://moneymagnetnews.com
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