1.) "THE EDITOR'S CHOICE
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A "Warm" Welcome to All our New Subscribers.

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Quick update:

For those who don't know, our Editor, Debbie Solomon, was right in the worst of hurricane Wilma. I just talked to her and she does have electric since she is on the same grid as a hospital. But she still doesn't know when she will be online. One thing she is dealing with is that there is talk that there will be no school until November 15th there! Debbie is also sick on top of everything else. So keep her in your thoughts.

I can't believe it has been a week since the storm hit. Debbie was so glad to hear that our faithful subscribers care! Please remember that she has more expenses then usual and is unable to get out to make any additional income. It does take a while before things get straightened out in this situation. The bills don't stop coming, but the money does.

SO, I am calling for your help.
 *****Debbie authorized me to release our anticipated Hot Holiday Packages all under $200**** and I am giving Debbie all of the profits until she is back on her feet.

Don't forget that this is the best time of year to get your ad out to our subscribers. She has 6 packages, 3 under $50 just for you. All of these packages allow for at least one month of advertising in our ezine. Go check out Debbie's Holiday Ad Specials. Please don't wait until the last minute to book your holiday advertising!

Or here is the link to our regular ad packages:
http://www.online-exchange.com/advertising.htm

If you are hesitant to advertise with us, check out our archives and you will see that we have been doing this for over 6 years now.

Have a great week!

Please forward this e-zine to all your friends and co-workers who might be interested!

Until Next time,
 
Sara Hardy
Substitute editor of The OnLine Exchange Ezine

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2.) HEADLINE ARTICLE
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Two-Step Marketing - An Old Idea Come Full Circle
By Dan B. Cauthron

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Whether out of necessity or perhaps wisdom, cost conscious mail order direct marketers of past decades did manage to develop and perfect a unique promotional method that, if applied correctly, still cuts a wide swath in today's market.

Using a two-step approach toward market contact, employing small classified advertisements as the vehicle, they learned to validate prospect interest at the front end, increase bottom line profit, and cut cost of sale to the bone by eliminating cold broadcast mailings and other fruitless marketing actions.

To this day, one can scan magazines, tabloids, and even local newpapers to see countless offers that are still being promoted with small two-step ads. Many of those tiny ads have been running without stop for years on end, while the foundation of the entire system lies with the ad itself.

A great two-step ad is carefully worded, with only two reasons to exist:

- to create interest or curiosity in the reader

- to prompt her toward taking an action.

That is the essence of step one in a two-step mail order promotion. The reader was typically promised "further details" or a "free report" in exchange for her postcard or letter sent to a designated postal address.

In his turn, the direct marketer would then exercise step two by returning an appropriate reply, again by postal mail. While it proved immensely profitable, the process was labor intensive and time consuming at its best.

Still today, even with the advent of Internet marketing technology, the underlying concept of two-step marketing has changed little. The singular difference is that the prospect is no longer required to mail a letter, or wait days or weeks to get the information she desires.

Instead, she can acquire that information immediately by sending a simple email to an autoresponder system, by visiting a website, or by calling a toll free telephone number. Her action in step one still qualifies her as a highly targeted prospect, but there is no cooling off period while waiting for the postal mail to arrive. The opportunity for further action on her part (ie. making a purchase) is presented immediately, while her interest is at peak level.

So it goes without saying, this current evolution of the two-step classified ad, coupled with modern methods of instant information delivery, has forged one of the most powerful marketing strategies available to today's direct sellers.

Still, to achieve maximum effectiveness with two-step marketing, there are a few rules to be observed.

Rule 1 - Don't Try to Sell From a Small Ad

Once again, a two-step advertisement has one purpose only - to create interest or curiosity in the reader, and prompt her to take a desired action. That action is, of course, to contact the marketer for further information. Selling is not the issue at this point.

Rule 2 - Advertise Benefits and Solutions

Many experienced two-step marketers say the product or service itself should never be directly mentioned in the text of the ad. Instead, the ad should only convey benefits the reader can gain, or possibly a solution to a defined problem.

Rule 3 - Convenient Contact

Make it as easy as possible for the reader/prospect to get the information she wants. It's best to include at least two contact methods within the ad text (ie. email autoresponder, website URL, toll free telephone number.)

Rule 4 - Follow Up for the Sale

Depending on the statistics one reads, as little as 20% of all sales are made on the first contact. That means as much as 80% of potential profits hang in the balance, depending on multiple follow up contacts to close sales and render a profitable campaign. Email marketing by autoresponder has infinitely streamlined the multiple follow up process, without adding any
appreciable amount to cost of sale.

Rule 5 - Test Several Ads and Track the Results

Two-step ads are traditionally small, often comprised of only three to five lines of text. Since each single word should be weighed and measured for effect, it's important to develop several different ads for any promotion, and to track the results from each ad. The pulling power of one ad will frequently outweigh all others by virtue of a few simple word changes.

Rule 6 - Consistent Placement of Ads

Small classified type ads do not carry the immediate credibility of a larger display ad, a webpage, or even an email solo advertisement. A typical reader may need to see the ad more than once in the same venue, before she feels comfortable in making a response. This writer's own campaign tracking has revealed the majority of response from two-step ads often comes after the second or third ad run in any particular venue. On the other hand, one time insertions have, more often that not, proved a financial loss.

The decades old concept of two-step marketing has evolved and meshed perfectly with today's electronic marketing technology. When used properly, it can pre-qualify prospects, generate high
value emailing lists, dramatically reduce cost per sale, and improve bottom line profit for small and large direct marketing companies alike.   


Get No Nonsense Information and Resources for Serious Internet Marketers FREE of Charge at:
http://DanBCauthron.com



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3.) INTERACTIVE CLASSIFIEDS
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4.) BIZ*TECH SAVVY SOLUTIONS
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"Stand By Mode Freezing Your PC?"

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Using standby mode, is supposed to save energy when your PC
is unattended, and help your Monitor last longer.

How valuable this function is, I don't know.

However, this facility can cause problems, because sometimes
when you try to bring back your 'normal' screen you find
your PC is frozen. No mouse, no alt/ctrl/delete function ...

Zilch!

Then you have to switch off your computer (even that doesn't
work sometimes), reboot and run scan disk, just to get back
to where you were before you took time off for that cup of
coffee.

If this has happened to you, the answer is to disable the
standby mode. Here's how ...


RIGHT Click on a blank area of your desktop.

LEFT Click on

Properties

Screen saver

Settings (or Power)

Check everything in there to 'Never'.

Click OK and OK again.

Job done.

Now you can have a cup of coffee with peace of mind:-)


Many Thanks to The NewbieClub
I'd be Lost without 'em!
http://www.newbieclub.com/?trendz 


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5.) EZINE A*D*VERTISING DETAILS
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A*dvertise with The OnLine Exchange TODAY:
Take advantage of our Established Ezine and YOUR A*D*
could be seen by over 20,000 Subscribers as soon as
this week. Start YOUR Success Story Today!

Get Spotlight solo a*ds as low as $40
Get Sponsor a*ds as low as $13
Get Classified a*ds as low as $3
L-I-M-I-T-E-D TIME ONLY....
http://www.online-exchange.com/advertising.htm

You can get even L-O-W-E-R Prices when you
order one of our  VARIETY A*D Packages:
http://www.online-exchange.com/anniversaryadspecials.htm

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EZINE BUSINESS DIRECTORY
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The OnLine Exchange is brought to you by MarketingTrendz.  Please visit our directory of resources for helpful information for your online business.  

• PARTNERS-2-SUCCESS

• Article Submission Services 

• Articles-to your-InBox

You can find all this and more at:

MarketingTrendz
http://www.marketingtrendz.com 

ONLINE EXCHANGE DIRECTORY & INFORMATION DATA
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PRIVACY POLICY-

ONLY subscribers who have personally and voluntarily subscribed to this Ezine will Receive it. We are 100% Opt-In. We will NEVER provide our subscriber list to ANYONE. We respect the privacy of our readers.

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CONTACT INFORMATION-

Editor: Debbie Solomon
Publisher: Sara Hardy
http://www.marketingtrendz.com
MarketingTrendz
1640 West Sandpiper Circle
Pembroke Pines, FL 33026
support@marketingtrendz.com

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DISCLAIMER-

   The appearance of advertising on OnLine Exchange should not be interpreted as an endorsement by the editors of the service, product, business, or program being advertised.  We take no responsibility for claims or representations made in any ads.  OnLine Exchange is for informational purposes only. In no event shall Debbie Solomon , Sara Hardy, or OnLine Exchange assume liability  for any damages whatsoever resulting from any action arising in connection with the use of this information or its
publication.  All advice should be weighed against your own circumstances and applied accordingly.  It is up to the reader to determine if advice is suitable for their own situation.

All opinions and viewpoints in each editorial of The OnLine Exchange Ezine is expressed solely by the editor and writer, Debbie Solomon. The opinions set forth by the editor is not necessarily an interpretation of viewpoints made by the company.

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