Search Engine Marketing – How Persuasion is Used in the Marketing Message

Search engine marketing is one form of inbound marketing, which uses the power of words to persuade consumers or people searching for information on the Web, to click on links which direct them to a specific webpage. Many of the concepts used in search engine marketing are grounded in the psychology field with regards to persuasion and the manipulation of people.

The participants in the Stanley Milgram study had similar reactions to authority figures in the experiment as high school football players do with their coaches. Within the Milgram experiment participants overrode their personal moral value levels by following instructions from the researchers and, in their mind, creating extreme pain for the research participant.

The similarities between the Milgram study participants and the high school football players show that when people are put into social situations where they are being directed by an authority figure there is often a pressure felt to perform the task as requested by that figure. No different with search engine marketing and social networking, people are persuaded and manipulated by the words they read from messages and advertisements posted by businesses and other online users. Is it possible that the motivation to please these authority figures in life could stem from childhood, where efforts are directed into learning and performing for parental figures as a way to receive recognition and rewards.

Persuasion is very much present in today’s marketing world. Whether online or off-line advertising, communication techniques in the form of pictures, sounds, colors and word choice are used to illicit specific emotions, thoughts, opinion and feelings in consumers in attracting them as leads.

If you are out to increase the effectiveness of your online exposure and attract prospective online customers, you owe it to yourself and the financial future of your business to learn everything you can about effectively using advertising in a virtual environment and facilitate company growth.

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Why Network Marketing Makes Sense

Why network marketing? This is a question I have been asked many times since entering the industry. I find that there are many misconceptions about multi level marketing as a whole, often fueled by bad experiences with overzealous friends, family and co-workers. In spite of these things, I think it is important to step back from the emotional and look at this business model objectively.Why Network Marketing? Directing Your FutureThe first reason why network marketing makes sense is the opportunity to control your future. There are many angles through which to view this benefit. For those that make multi level marketing their “full-time” profession, this model of business affords the opportunity to determine how and where an individual spends the hours of their day. If a person wants to work normal office hours they can, but many choose to work hours that accommodate their lifestyle. Some work late into the night, while other work early in the morning and all points in between. Another benefit is the ability to choose who you work with. How many of us have had “difficult” co-workers that we were helpless to do anything about. In network marketing you ultimately determine who joins your team and the amount of contact you have with an individual. Being able to strategically choose those with whom you have a working relationship is definitely far more desirable than simply dealing with the hand that you have been dealt.Why Network Marketing? Unlimited PotentialThe second reason why network marketing makes sense is the unlimited potential of your business. No one sets your salary or determines whether or not you deserve a raise this year. Your compensation is tied directly to your performance. When your business produces, you get paid. Now when you couple that with the ability to build a team who is working towards the same objective as you, the opportunities are simply amazing. The fact that you have a team working together, makes the business model even sweeter. Unlike traditional sales where your compensation is based on your efforts and your efforts alone, a network marketing business allows you to benefit from your efforts and the efforts of the team.The third reason why network marketing makes sense is the low cost of starting this type of business. It is no secret that going into business for yourself does involve a certain degree of risk. This is one of the reasons why so few people make the entrepreneurial leap. When you consider that the starting cost of a multi level marketing business is typically five hundred dollars or less and you compare that to a typical franchise cost which can cost tens of thousands of dollars on up to millions of dollars, once again the network marketing model makes sense. There is high potential for gain, but the risk of loss is minimal. With the ability to operate most home businesses online these days, a person could run a thriving business with little ongoing monthly expense.The final reason why network marketing makes sense is the uncertainty of traditional employment. Many people have learned through painful experiences that the jobs they thought would be around for years to come have simply evaporated. The days of finding a high paying job that you could remain at for 25-30 years are mostly gone. People are finding themselves downsized and outsourced out of gainful employment. Job skills that were once highly sought after are now no longer in demand. A network marketing business creates an opportunity for the individual in which their skill sets will never be no longer needed or outsourced because they can be done at a cheaper rate. Job security is simply based on the continual productivity of the individual and their business team.These are just a few of the reasons why network marketing makes sense for someone looking to take hold of their future.

Green Marketing – Fundamentals of a Successful Direct Marketing Campaign

There are three elements to a successful green marketing campaign: being credibly green, addressing a need, and communicating in an environmentally friendly way. We will explore each in more detail.

First: Credibility. This requirement is somewhat unique in the realm of marketing. Consider the scenario where Harley-Davidson had to certify that all employees ride motorcycles or Whole Foods had to attest to the good eating habits of its employees. Neither do, of course.

If you are going to make green marketing claims, however, the first place your customers will look in assessing those claims is at you. Have you determined your environmental impact and are you taking steps to mitigate it. You need not have eliminated all environmentally unfriendly practices, but you should disclose them along with your plan to address them (sooner or later).

As part of establishing your green credibility, you should seek to obtain valid third-party certification and you should demonstrate executive level (ideally CEO) commitment to sustainable business practices. The third-party certification can come from any of array of private or non-governmental organizations with business practice evaluation programs. The executive level commitment should be on-going and incorporated into regular business oversight policies and procedures.

Second: Address a Need. This is the fundamental purpose of business overall, but often gets lost in the complexities and mythology inherent in green business. Products or services must solve for a need or leverage a trend in order to be successful. Green products and services do not get a pass just because they have environmentally friendly attributes.

Consumers, for the most part, are unwilling to pay more for environmentally friendly products, services, or green attributes added on to existing products and services. So address the need, just do it in a green way.

If you are incorporating green attributes into an existing product or service, be clear and specific with your claims. Set the green benefits in context and communicate in a straight-forward way. Any hype or promotional tonality is likely to ensure your audience views the message with a high degree of cynicism.

If you designing entirely new green products or services, then identify the need, and address it in an environmentally friendly way. Thus, you may reformulate a product using environmentally friends raw materials and manufacturing processes, but it still must perform as well as non-green competitors, and may only yield a modest price premium (if at all).

Third: Communicate using Eco-friendly Channels. One example of a recent perceptual shift is in financial services. Until recently, solicitations were viewed negatively primarily because of concern around the security of personal information and the potential for identity theft. Now those solicitations are a predominantly a bad thing because they kill trees. Imagine the reaction if a [paper] solicitation arrives in the mail offering a green product or service: instant credibility loss.

Be creative about how you promote the product or service. Investigate and leverage new channels, such as solar power billboards, or street advertising. Go beyond soy inks and recycled paper to leveraging virtual channels and viral marketing. Both are lower impact methods of getting the message out. Green is becoming very popular. Do it right by taking these fundamental steps and you will stand out; building a lasting, engaging relationship with your customers.