Howard Luck Gossage, dubbed The Socrates of San Francisco, believed that “most advertising in existence is, in itself, a detriment to the industry.”

“Trying to explain responsibility to advertising men

is like trying to convince an eight-year-old that sexual
intercourse is more fun than a chocolate ice cream cone.”
Howard Luck Gossage; 1917-1969

Howard Luck Gossage, an advertising man who hated advertising, had a vision of what it should be. He believed that too many people who create advertising rely on repetition of an essentially dull message .

“There is only so much fertilizer one ought to use,” Gossage observed, “but people tend to lay it on so thick that it begins to obliterate the crop it was supposed to nurture… At which point it starts to attract flies, the neighbours complain and the stench is unbearable!”

“Is advertising worth saving? From an economic point of view, I don’t think that most of it is. From an aesthetic point of view, I’m damn sure it’s not; it is thoughtless, boring and there is simply too much of it.”

Marketing legend David Ogilvy described Gossage as “the most articulate rebel in the advertising business.”

One year after his death, Gossage was posthumously inducted into the Advertising Copywriters Hall of Fame.

Thirty four years after his death, a landmark study by the Direct Marketing Association (DMA) verifies that the fertilizer is, indeed, still obliterating the crop.

The average response for web only direct marketing is a weak 1.35%

In the bestseller, “The Fall of Advertising & the Rise of PR,” co-author Al Ries says;

“War and marketing have many similarities. Military generals who fight today’s war with last war’s weapons are no different than marketing generals who fight today’s marketing war with advertising when they should be using PR. Yesterday it was armor. Today it’s airpower. Yesterday it was advertising. Today it’s PR”

Simply put, advertising has no credibility to the consumer. It’s a self serving message paid for by a company eager to make the sale. To grow your business, you need the validity that only a credible third party endorsement can bring.

While direct marketers get two thumbs down from 97 out of every 100 people that read their messages, companies like Starbucks, The Body Shop, Amazon.com, Yahoo, eBay, Google, Playstation, Red Bull, Microsoft, Intel and Blackberry eschewed advertising and rode the back of the PR pony to fame and fortune.

Every business has a story to tell.
Are you telling yours?

Need a little website magic? Get it, free, at
LindaCaroll.com

Positive publicity about your product, service or business can mean the difference between success and failure. It can also mean the difference between modest success and outrageous success. Publicity will increase your name recognition, give you credibility, serve as a platform for you to educate your target market, and help you leap ahead of your competition.

So, you know what’s the real shame about publicity?

That most of the people who achieve it don’t make the most of it.

Publicity is hard earned. So when it does come, you need - to put it bluntly - to milk it for all it’s worth.

If you score a feature article in the local paper or even an expert quote in a major national daily and you rely solely on who happens to read that article - no matter how impressive the circulation numbers - you’re missing out on a huge amount of your potential audience. After all, what about all the people who didn’t pick up the paper that day but who would be just as influenced? Reaching them is up to you.

So, how do you do that? Follow these tips and you’ll be on your way to maximizing your publicity potential:

Create a newsroom on your Web site.

Many people neglect one of the easiest ways to remarket their publicity - on their company’s Web site. Simply create an “in the news” tab visitors can link to from your “home” page and post PDF versions of all print news publicity and digitized versions of TV or radio publicity. At our agency, we are fortunate enough to have a very bright account exec who’s also technologically savvy. It takes him just a few minutes to scan originals of articles and convert them to PDF format for posting on our site. Likewise, he can create digitized formats of TV and radio spots for visitors to link to from our Web site. Chances are you have a company Web site already, so don’t miss this easy opportunity to promote yourself to prospects.

Use reprints as mailers.

Using article reprints as mailers is a great way to stay in touch with former clients as well as prospects that you haven’t yet been able to “close.” Simply sticking a high quality, glossy article reprint in an envelope with a handwritten, personalized note that says something like, “Jack - just thought you might be interested in our company’s recent profile in the Sun-Times. As you can see, the reporter was especially interested in how we are ahead of the curve in our production methods, which enables us to keep our costs down to our customers. Hope all is well and I look forward to speaking with you soon.” Bingo. Not only does this put you top of mind with Jack - who might not have thought of you in months - but it also skyrockets your credibility. Whatever the reason for your publicity, mention it as in the above example and just wait to see if Jack - or Jill, for that matter - doesn’t call.

Take advantage of your “captive audience.”

This is especially valuable for professionals, such as doctors and lawyers, who have “captive audiences” waiting in reception areas. We represent several cosmetic physicians who are very savvy marketers. These doctors take advantage of their office waiting rooms in two ways. First, they frame reprints of their print publicity and hang them around the reception area for patients to peruse while waiting (hey, it’s better than the three-year-old copies of Good Housekeeping). Second, they hire a professional video company to string their TV appearances onto a continuously running “loop,” which then plays in the waiting room. The result? Patients, prospects and everyone else who enters their offices leaves with a reinforced sense that these people are leaders in their fields.

Following the suggestions above will take you well on your way to maximizing the exposure of your hard-earned media coverage, enabling you to reach even more of your target audience and, ultimately, positively impact your bottom line.

© 2006, Diana Laverdure
All rights reserved. You are free to use this material in your print or e-mail newsletter, as long as you do not alter its content in any way and you include a complete attribution, including a live Web site link.

Diana Laverdure is vice president of Reeves Laverdure Public Relations, Inc. in Boca Raton, Florida. Reeves Laverdure Public Relations is a five-person PR agency staffed with former journalists who know how to develop strategic, targeted publicity campaigns in a wide range of industries. Reeves Laverdure’s clients are regularly profiled in local, regional and national print, radio, TV and online media. The firm’s clients have been spotlighted in the Wall Street Journal, USA Today, Fortune, Associated Press, Bloomberg TV, Good Morning America, CNN and many more. For more information visit http://www.reevespr.com

Publicity will take your financial planning practice, your business, and your life to the next level. It’s going to bring you:

• more recognition
• more credibility
• more value to the marketplace
• more business

It’s obvious that getting more publicity - exposure in the media - will yield you more marketplace recognition. But how do the other three “mores” work?

By magic mostly, I have concluded. You see, there’s something powerful, magical, and perhaps even a little irrational about this - but I have found it consistently to be true:

Something special happens when you are featured or quoted in the media. Not only do more people get to see more about you, but they somehow think more of you.

The response is almost universal–and it’s a marketing dream. It goes something like this: “Oh, Jennifer must be good at what she does. I see her quoted all the time.”

Or - raise your hand if the description fits - you’ll tear an article from the paper because it talks about exactly the problem or need you’re facing right now.

Maybe it’s a health concern. Or a personal finance question. Or maybe it’s just some useful information on what type of cell phone to buy.

The article quotes someone. An expert. Someone who seems to really know the topic. “He must be good, he’s in the paper.” And you call them. Or, at a minimum, you make a mental note of the expert’s name and you save the clipping for the day you’re ready to act. Ideal marketing.

That’s what we mean by more credibility. And when you think about it, it’s not really so irrational.

Getting quoted in the media - which is way different than touting your own self in an ad - means that professional journalists have evaluated you, held you up to the light, and judged you worthy of being interviewed and quoted.

To use big words, it’s called third-party validation. Instead of you saying you are worthy, they are saying it for you. Powerful stuff, no?

And when you achieve that higher level of credibility, your value in the marketplace automatically goes up. You’re that expert who was on the TV news last week.

I know of one practitioner who was flabbergasted to experience this effect after he was quoted in his hometown newspaper.

“I was riding to work on the train the morning I was in the paper,” he recalls, “and I couldn’t believe what happened. One of my neighbors saw the story - someone who knew me - and he asked me to autograph it.”

His value went up. And, before long, so did his business. The fourth “more.”

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele’s MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.

When was the last time you bought a car? Did you really NEED a car? I mean REALLY need a car? Chances are the one you were driving was still running when you bought the car you have now. Yep, Americans rarely buy because they need… they buy because they want to experience the feeling that comes with buying.

We enjoy new purchases. Sure, we can convince ourselves that we really needed a new one, but if we’re totally honest we’ll have to admit that would could’ve got by without it. What does this mean to your advertising campaign?

1. State The Benefits Of Your Product or Service

Capitalize on the ways a customer will improve his lifestyle by making the purchase. Will he increase his own business profits by 50 percent? Say so in the opening statement of your sales letter, or at the top of your Web page.

Don’t obsess with the features of the product itself or your credibility. Frankly, customers could care less. Let’s face it… they’re a bit selfish when it comes to dishing out their hard earned money. All they want to know is what’s in it for them.

2. Paint Word Picture That Let Them Experience the Benefits

“Wake up tomorrow, with no boss! You can spend the day with your family or on the golf course… there’s nobody to tell you what to do.”

A Multi Level Marketer may want his audience to feel the freedom of having no one to answer to if they become successful in the business. He’ll dramatize that desire, and put the listener in the seat to inspire it to take hold until the listener is ready to sign up and get started.

3. Inspire Immediate Action

Hey, let’s face it… the longer a customer lolly gags, the greater the chances he’ll never take the plunge. Don’t let him off the hook that easily!

Set a deadline. Put on the pressure to buy now, or miss out on the deal. Chances are pretty good that the procrastinator will get with it just to save a few bucks.

What about your sales materials? Have you taken a good look at the things you are advertising? Make sure you are focused on the benefits the consumer will experience from the purchase, and not on the features of the product or service.

Copyright 2005 Cutts Group, llc

Who is Allyn Cutts, and why should you care?

Allyn has spent over 24 years helping businesses like yours find new customers and increase sales to current customers. Allyn is a marketing and sales fanatic, providing measurable marketing solutions that drive huge results for small-to mid-size business clients. Allyn works personally with clients to design and deliver off-line and on-line direct marketing strategies that focus on metrics and measurable results. You can learn more about Allyn Cutts at http://www.AllynCutts.com and you can call 610.437.4106 between 10 AM and 4 PM Eastern Time Tuesdays and Thursdays.

While every business has, or should have a business card, often it is neglected as a part of an overall strategy. If you take the time to devise even a simple marketing, public relations, or sales strategy, your business card should be an integral part of your plan.

Location! Location! Location!

If you sell product, consider including your card with the product when it is delivered to your customer. Same goes for services. For example, if you are an auto mechanic, consider slipping your business card in your customer’s car visor, or create a sticker business card that will adhere to a discrete area of the customer’s car windsheild. If you provide regular on-site services, consider a business card magnet to be prominently placed on a refrigerator, or filing cabinet. Keep in mind, you don’t need to actually sell product, or deliver service to ensure your business card gets and stays in the hands of others. Include your business card with every piece of correspondence: quotes, RFP’s, letters, even photocopy your business card and include it in fax transmissions. When mailing out information, include it in the mailing by stapling your card (if possible) to the bottom or top corner of your letterhead.

Easy Access

The best thing you can do with your business card is not only carry it around with you, but have other people carry it around and pass it around for you. Having other people carry your card allows them to provide it to their friends or associates when they are looking for a product or service. It is a proven and inexpensive marketing technique.

Keep a small stack of business cards everywhere you can store and access them: in your car, your jacket pocket, your briefcase, your purse or wallet, in your day planner, at home, etc. You’ll always want to have some on hand when you meet a prospective customer and you never know who might be your next prospect.

Getting creative with your business card distribution

If you look at your daily routine, don’t overlook the opportunities which lie in front of you to distribute your business card and be pro-active in your business marketing. Nothing is over the top. If you conduct or attend seminars, or trade shows, make sure to drop your card in a “fish bowl” or card collection box. Tack your business card to bulletin boards at supermarkets, restaurants, retail stores, schools, libraries and other public spots that have a well placed bulletin board. With in-person distribution, consider giving out two cards at a time, one for your customer prospect and one for her/him to give away, or at the very least, reduce their chances of losing the only business card you gave them.

Finally, ask businesses in your neighborhood if they will display your business card near their cash register, or checkout (reassure them there is no conflict of interest). If you start to build relationships with business that offer complimentary products or services, even in your immediate neighbourhood, you will realize there is strength in numbers. Many larger organizations will form strategic alliances to further accelerate business development and mutually benefit from each others sales channels. Based on the same methodology, small businesses can adopt a similar, and certainly less political approach. Jointly agree to mail the business cards for other companies in the same position as you. If you agree to include them in your mailings or other promotional activities, they will do the same for you. A small business network, or circle of businesses can quickly grow to become a large and high effective business co-operative.

Doing business is about finding opportunities and capitalizing on those opportunities. The catch is that many opportunities can arise when you least expect them to. You are certain to cover your bases by having your business card as part of a well defined marketing strategy whether you are involved directly in executing the strategy, or a network of people jointly execute the same strategy for mutual gain.

If you’ve ever wandered around a company’s web page in search
for an address to send a press release or article off to,
chances are you’ve stumbled across the elusive Media Kit link.
“What’s a media kit?” you might ask. Good question.

A media kit is a kind of prepackaged PR tool that most large
corporations use, but that can come in handy for small
businesses as well. The materials within a media kit are
standardized, prewritten documents that can be printed up or
pulled out of a file for those inquiries that happen along when
you least expect it.

There are a few essential items that should be included in your
media kit: the media kit cover, a set of press releases about
many aspects of the company (including individual products),
short biographies of key individuals, copies of articles,
photos, and some types of product literature, such a data sheets
or brochures. You can put whatever else you think is relevent,
but these are some of the most common items.

A media kit cover is really just a pocketed folder for you to
put the rest of the information inside of. However, it is
generally a glossy, colorful folder with your company name or
logo printed on the front. Embossing the logo is another effect
that can be a great attention grabber. The standard size for the
media kit cover is 9″ by 12″, so that 8 1/2 by 11 inch documents
can easily be stored inside.

Your media kit should include more than one press release. One
should be focused on the company’s background, providing an
overview of the history, accomplishments, markets, products and
services offered. Don’t overly dramatize your story. Most
editors will only use the information found here as a reference
for articles written about other aspects of your company. You
should also include a press release for each individual product
that you market, unless you produce an abundance of different
items. In which case, three or four of your main products should
get individual releases. If you think it’s necessary, a
combination release can be written about the others.

If you’re not sure how to write a press release, check out
http://www.InternetWriters.com for their free press release
builder. There are also examples of what a press release should
look like. If you’re still wary of the world of press releases,
find a service to write one for you professionally.

Individual biographies should be focused on those people that
would most likely be interviewed by the media as a resource for
articles. Include their full name, job title, responsibilities,
and some personal information, such as their educational
background, about their families, and certain accomplishments.

Large, black and white photos of these individuals should be
included, along with photos of products, facilities, or anything
else that might be of interest to the media. Typed captions
should be affixed to the back with a non damaging adhesive.

Including archive articles in your media kit shows that the
press has found you newsworthy before, and also gives them a
good example of how they could base their own article. Any other
literature you include should be very important, and not too
intimidating. Many editors avoid media kits that are too full of
information, or too heavy.

Public relations can sometimes depend on how well your media kit
is put together. If you send off your initial press release and
an editor requests additonal information, you should get your
media kit to them immediately, in order to help them meet their
deadlines. Also, if the information they need is not in your
media kit, they might decide to pass the story up all together.
Having a media kit is probably not going to be the life or death
or your business, but it will save a lot of time when you’re
dealing with media people.

Do you know:

* Exactly how many people are visiting your website? * How long
they’re staying on your site before they move on? * Exactly
where those visitors are coming from, each day? * How much of
your website traffic is repeat visitors? * The exact paths
people take as they click their way through your website?

Here’s what I’m getting at:

If you don’t know your visitors, it makes it *very* difficult
for you to improve the performance of your website and turn more
visitors into customers - AND - get more quality traffic. For
the simple reason that you’re effectively working blind.

Without knowing how people visit your site and what they do on
your site, any attempts at growing your traffic and improving
the profitability of your website is working with one armed tied
behind your back, at least.

And unfortunately - the web stats that come with your
web-hosting are generally not enough these days.

Depending on your web host, chances are you’ve either got
Webalizer, Analog Stats, or AWStats installed on your server.
Here’s how that software works:

It takes the “raw” (unreadable to the human eye) information
your web server stores of everyone that visits and presents this
in an easy to understand way.

Unfortunately, due to a number of technical reasons, this
information is often presented in quite an inaccurate way.

And in my personal experience, these software packages don’t
present this information in a particularly helpful way either
for someone trying to improve the conversion ratios and
profitability of their website.

What I personally do, and what I would suggest you do is use a
“Tracking Solution” that accurately tracks and reports all your
visitors in an easy to read and understand way. These solutions
come in two forms: Software & Services

Both these options have their pros and cons, but what they both
do very well is present exactly what’s happening on your website
right up to the minute, and in a way that’s very helpful to you
for making good (and profitable) decisions for your business.

To start with here’s a software solution you can install and use
for free on your website:

Now before you go and install it, you should of course be
familiar with installing software on your server. If you’re not
comfortable installing software on your website, a tracking
service (which I’ll come to in a moment) would probably be best
for you.

And it’s also important to note that installing software on your
website can often put more strain on the server. This is
particularly true if you’re on shared hosting.

I’ve personally used the following free tracking software and it
works well. See what you think. Go to http://www.curve2.com and
look for “TrackPro”. As I write this, version 2 is in Beta and
is downloadable from the site at the following address:
http://www.curve2.com/trackpro.php

You’ll also find many further free tracking software solutions
at http://www.hotscripts.com

But personally speaking, what I’ve found works very well and
avoids putting any increased strain on my existing websites is
using a third party tracking service.

The only things really to worry about when using a third party
service are:

* How long will this service be around? (If they stop their
service after a year, you wouldn’t be able to access your past
data and will have to change all your tracking codes on your
pages too.) * What is their privacy policy regarding my web
stats? (Are they honest and trustworthy in other words. You
don’t want the service owners studying and then duplicating your
successful business plan.)

Over the past month I’ve been using ecommStats
(http://www.ecommstats.com). Now, this service isn’t free, but
at this time they give you 50,000 free page views per domain,
and depending how busy your site is those page views can last
you a very long time.

The service works great and is very easy to add to your
pagessimply add three lines of code at the bottom of each of
your pages (you can easily do this with Server Side Includes if
you’re comfortable with that) and all your visitors get tracked
accurately and in great detail.

Alternatively - an entirely free (at this time) and very
established service is StatCounter (http://statcounter.com). It
even has a rave review from Tucows.com (one of the largest
download sites on the internet) which speaks for itself and adds
a lot of credibility to the service.

And just in case you’re wondering how a free service like
StatCounter makes money, well - since it’s such a popular
service with many webmasters logging in every day (and many I’m
sure even more than once a day just like me) that it’s made it
very easy for them to sell a lot of advertising on their site.
They also offer an upgrade to their advanced paid service.

But thinking beyond free services, as your business grows you
may choose to upgrade to high end paid services that provide
even more in depth information about your visitors…

Services like Urchin (Urchin.com - owned by Google) or Deep
Metrix (DeepMetix.com). However, to help you grow your business
to that point you need to keep a close eye on what your visitors
are doing and where they’re coming from, and free tracking
software and services is a great way for you to start to do
this.

With the invention of Carpet, the invention of a Carpet cleaning machine was not far away. The first hand held Carpet cleaning machine was designed and tested in the 1860’s in Chicago, while the first power operated vacuum machine was invented in the early 1900’s by an English man named H. Cecil Booth.

At around the same time as H. Cecil Booth’s invention, a man by the name of James Murray Spangler came up with his own vacuum cleaner invention, which he later sold to his cousin Hoover. As you well know, Hoover has become one of the most prominent names in the vacuum cleaning machine business and is certain one of the most popular household names in the western world.

The vacuum cleaner was heralded as a blessing in disguise for many housewives, whose weekly task it was to keep the house clean. Initially, vacuum cleaners were only capable of sucking up dust and dirt, but with modern technology inventors were soon capable of designing a wet-cleaner that can steam carpets and kill germs.

Carpet was capable of covering the floor of a house, flat, or bungalow and keeping peoples feet warm in winter. Initially, people needed to sweep their floors, or carpets, but with the invention of the vacuum cleaner, people could easily detract the dirt and dust from their carpets with less effort. It was also realized that businesses, apartments and corporations would need someone to clean their carpets too, so the invention of the commercial carpet cleaners was next.

Essentially, the vacuum cleaner operates using a pump system. The pumping device sucks up air from a house, which in turn sucks up the dust and dirt from anything in front of the house opening. Inside the vacuum cleaner is a filtering system that collects the dust and dirt that can later be placed in the garbage outside.

Currently there are seven main types of vacuum cleaners; the upright vacuum cleaner, the Canister vacuum cleaner, the back-pack style vacuum cleaner, the built-in vacuum cleaner, the robotic vacuum cleaner, the hand held vacuum cleaner and the wet/dry vacuum cleaners. These different types of vacuum cleaners are available in different styles, sizes and have various voltage/power potentials.

One of the most significant developments in carpet cleaning machines has been the invention of the cyclone carpet cleaner. Unlike previous carpet cleaning machines, the cyclone carpet cleaner collects dust and dirt in a large cylinder type container. The cyclone carpet cleaner operates using a central air force and a number of filters. These filters filter the dust and dirt into stages, so that the air being sucked up into the cylinder container can then be cleaned and re-released into the air through a central outlet.

Robotic vacuum cleaners are also a relatively new invention, enabling the carpet to be cleaned by a carpet cleaning machine without the need of people power. Using a simple control mechanisms, the robotic vacuum cleaner can navigate its way around the floor of an apartment, or home, cleaning dust and particles from the floor and then return to its docking station for re-charging.

Peter Vermeeren is the owner and webmaster of: Machines and Tools - Revista Airsoft- Carpet cleaning Machine

Google’s AdSense program is a proven money-maker that has enriched the pockets of many website owners. Unlike many pay-per-click systems, the AdSense program has a large pool of advertisements to draw from — the ads come from Google’s AdWords program, which you can think of as the flipside of AdSense — which almost guarantees that AdSense can find relevant advertisements to display alongside a site’s content.

There are times, however, when using AdSense makes no sense at
all. Here are some common scenarios:

1. Your site gets too much traffic.

The basic AdSense program is geared for small-to-medium sites. If your site gets significant traffic, look into the Google AdSense Premium Service (http://services.google.com/ads_inquiry/ct). This is the program used by sites like Amazon.com and the New York Times.

2. Your site does not conform to AdSense program policies.

You cannot display AdSense advertisements on any site that violates the AdSense program policies (https://www.google.com/adsense/policies). This is outlined in the first section of the AdSense terms and conditions (https://www.google.com/adsense/terms) to which you agreed when you joined the AdSense program.

Practically speaking, this means that any content that promotes pornography, gambling, drug use or any illegal activity is unsuitable for AdSense use. You are also forbidden from using AdSense to promote alcohol, tobacco, conterfeit goods and other controversial products or services. If you’re running an online casino, for example, AdSense cannot be used on the casino’s site.

3. Your visitors are offended by advertisements.

Above all else, AdSense is an advertising distribution program: you’re renting space on your pages to Google for the display of advertisements drawn from its AdWords program. In return for the use of your space, Google gives you a cut of the pay-per-click revenue it makes from the advertisements shown on your pages. If most of your visitors find ads offensive, they’ll stay away from your site and you won’t make any money from the ads that are displayed anyhow, so you might as well not display any ads.

Note that there’s a difference between offending your visitors by showing any advertisements at all and offending them by showing the advertisements in so obnoxious a manner that all they want to do is leave your site. In fact, displaying ads in an intrusive manner violates the AdSense program policies and should be avoided for that reason alone.

4. The ads are simply unsuitable.

Although Google does its best to find targeted advertisements that are relevant to a page’s content, sometimes that targeting fails and unsuitable ads are shown. If your content is about the evils of dieting, for example, you probably don’t want to see advertisements promoting specific diets. Nor do you want to see advertisements for competing products or services. AdSense lets you filter out many advertisements, but in some cases it’s simply impossible — or too much work — to keep out the unsuitable advertisements.

5. You make more money by keeping visitors on your site.

The fundamental premise of pay-per-click advertising is that you’re willing to send your visitors elsewhere in return for some kind of payment. If AdSense is your only form of revenue then this is an acceptable trade-off. If, however, your site makes you more from other programs, you should consider whether or not losing some of your visitors to pay-per-click ads is worth it.

You don’t have to remove ads entirely to handle this problem. You can simply reduce the number of ads that you display and even reposition them so that they’re clicked less often. Or place them only on the site’s exist pages — the pages from which your visitors typically leave the site. Remember that your visitors are going to leave your site eventually anyhow, you’re just trying to get them to stay longer.

Another strategy is to use AdSense link units instead of regular text or image advertisements, because you can configure link units (unlike the regular ads) to open in a separate window when clicked.

Remember that the AdSense program is a flexible pay-per-click
program. You don’t have to show advertisements on each page of
your site — in fact, the AdSense program policies forbid
you from displaying ads on certain kinds of pages. Nor do you
have to display ads on each site you own. You can even decide
whether image or text advertisements (or both) are to be shown
on a page-per-page basis. And of course you can use AdSense
channels to discover just exactly which pages are making you
money and which pages aren’t.

Use AdSense’s flexibility to your advantage, but don’t get
stuck on it if it’s not working for you. There are other
pay-per-click and impression-based advertising systems out there
to explore. For a general, all-purpose program it’s hard to beat
AdSense, but your situation may warrant a more specialized
program. Some sites make more from affiliate programs that from
selling advertising, or use a combination of both. Do the
search and figure out what’s best for you.

Copyright 2005 by Eric Giguere. Permission is granted
to reproduce the article in electronic newsletters
or on websites provided that the complete article text is
included, unchanged, and that neither the copyright declaration
nor this license are removed. This article was originally published at http://www.MakeEasyMoneyWithGoogle.com/no-adsense.html.

Eric Giguere is the author of Make Easy Money with Google: Using the AdSense Advertising Program, an introductory AdSense book published by Peachpit Press. Find out more about the book from the companion site http://www.MakeEasyMoneyWithGoogle.com or by contacting the author directly at eric@makeeasymoneywithgoogle.com.

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