Ok, ok we are not talking about dancing the 2-step, however, there
is a 2 step process that you can follow with respect to advertising.
A process that will help you gain exposure, because that is what
advertising is all about, but if you plan it the right way you could
find yourself building a list and eventually never having to advertise
again!

Think about that for a second...because it is quite powerful and it is
also what the "guru's" do. Yes, they started advertising in ezines and/
or newsletters initially, however eventually they used this very same
process to set themselves up so that eventually they would never have
to advertise again...or at the very least be more selective.

Have I gotten your attention now???? Excellent...

Ok, the idea behind advertising is to gain exposure, however, you need
to understand that a one time shot in an ezine, regardless of how big
the subscriber base is, isn't going to give you the exposure you need.
This is a misconception that many people have about advertising, whether
it be on or off line. People will get all excited thinking mannn I just paid
for an ad in such and such ezine with a subscriber base of 225,000 or
their local city paper with a subscriber base of 150,000 and their sales
counter or phone is going to ring off the wall.

I am sorry to break this to you...but it isn't going to happen. Yes, you
"may" receive a couple of queries but you aren't going to receive the
response you are anticipating. Why? Well, for one thing you have a
huge compeition pool. Your ad is jockeying for attention along with
the other 15-25 (or so) ads that have been placed in the very same ezine.

The other problem is that people are sending prospects to a sales page
where they will be pitched, while yes it is understandable you want to
make a sale...you really are missing the boat. Nine times out of ten when
people send a prospect directly to a sales page, there is NO download.
A prospect comes...perhaps reads your information and they are gone.
You will NEVER get them back again, which means you are continually
having to go out and spend money trying to get more prospects to your
sales page. Can you afford to keep doing that?? I'm suspecting not.

Instead of sending a prospect to your page, send them to where they
can get a report, or ecourse at no cost to them. Use this course/report
to educate your prospect and build a relationship with them, gain their
trust. Within the confines of your report the information you are providing
leads them to your sales page. The operative word here is "lead" not pull
them by the scruff of the neck and force them to your sales page.

Having said all that...you write a classified that will send a prospect to
your report or ecourse (that's Step 1). From there they download the
report and read your information. What is cool for you is that now you
have the email address of a prospect. A prospect that you can follow up
with on a regular basis and build trust and rapport with (Step 2).

This process is used by all the guru's. They don't lead you to a sales page,
they lead you through a simple little process that builds trust and rapport
along the way.

The idea is to work smarter...not harder and this one simple process will
certainly put you on that right track ;o)

About the Author
Denise Ryder is a Marketing Coach writing from her home
office in Northern Ontario (Canada). Hey...are you a do-it
yourself marketer? Are you struggling a little? Need just a
little help??? Can you imagine how far your business could
grow with a Marketing Coach in your pocket??? Take a no
cost Test Drive TODAY!!
http://www.profitspace.com/coach