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7 Step to Make your Blog Profitable!

Here’s a rough breakdown of Alexis’ methodology for locating a profitable topic -

1. Choose an audience - In this section Alexis provides a list of 13 types of people who all have desperate problems that need solving. People who are in trouble with the law, who want to lose weight, who are going through divorce, etc. Alexis provides a very frank description of each type of person, which is critical so you can establish a strong rapport with the audience you eventually choose to sell to.
2. Find websites devoted to your chosen audience - The next step is to find the locations online where the type of person you identified in step one congregate. Alexis suggests you outsource this research and explains how she does it.
3. Study your potential audience habits and language - This step is all about isolating the root problems people in your chosen audience have. You do this by monitoring conversations at the websites you found in step two.
4. Isolate desperate problems - Taking what you learned in step three, you determine where the money is. What are the problems people are desperate enough to spend money on? Find the most common questions people are asking.
5. Find the pain - Once the desperate problems are determined, the next step is to understand the psychology behind the problem. Alexis offers a great list of nine common psychological needs humans have. The problem you find must relate to at least one of these issues (for example, does this topic relate to helping someone keep their job? or maintain their health?).
6. The Dealbreaker (as Alexis calls it) - This is all about traffic and reaching an audience. It’s not simply buying pay per click traffic for the hottest keywords you find in WordTracker, although that can be part of it. Alexis explains why it is critical to figure out how your desperate buyers go looking for solutions and not simply follow what is considered standard practice to drive traffic.
7. Assess the competition - The last step may seem obvious, but I was impressed that Alexis focused on differentiation as a strategy if the market is very crowded and specified exactly how to do so (for example, by using different media like audio instead of text). She also provides a competitor assessment form to help with analyzing the competition.

how about this idea from Poland? (!)

Former prime minister of Poland Jaroslaw Kaczynski told members of his conservative party that people should not be allowed to vote online because the Internet attracts those who like to watch porn while drinking beer.

sounds like he was kidding, however he wasnt...

The conversation of you!!!

From your career to your business, it is wise to think about the current and future conversation about you on the web. When you have a talk with someone at a networking event, that conversation lasts only as long as you’re speaking and in the memory of the people who were listening. Conversations on the web that may passionately express a strong opinion in the moment may live for years, long after the opinion has faded away.

Right now you are probably on the web in some form whether you planned it or not. My invitation is to participate in the conversation that you want about yourself on the web. Trying to control everything that is said about you on the web is not what I’m talking about (and a poor use of time that would drive you crazy.) Just as speaking without thinking in public can have immediate negative ramifications personally, doing the same thing on the web can have ramifications over a longer period of time. For example, when I first started searching my own name on the web I was shocked to find an upset note complaining about a faulty product associated with my name. When I investigated further, I found out that I had actually posted the note a year ago to the manufacturer, and Google had pulled the note out of context with my name attached. This opened my eyes to the importance of paying attention to what I put on the Internet and the value of spending some time attending to that. I am not talking about falsely representing yourself on the web to look good, but I am talking about insuring that what’s on the Web represents the type of person you are committed to being. So you see, “the conversation of you” on the Web is your permanent virtual showcase, including more than just what you do or your job. It is giving people a sense of the total person, beyond a mere description attached to a job.

Just as in business networking in person, trying to be everywhere all the time does not work well. My advice about business and social networking is to start by picking one to three good networking sources. Work with them and get to know them, — even though every one of your friends may be sending you an invite to other online groups you’ve never heard of . For example, you may want to start with linkedin.com, or a local business group like inside919.com. Allot a set amount of time each week for learning about how to use it, or even go to some training on the topic. From You Tube, to blogs, to the site’s own resources, there are a lot of free educational resources on the web to help you learn to navigate wisely. Watch what others do and notice the effect it has on you, both positive and negative. Remember to use the same social skills you would have in person on the web (sometimes people forget this key point.) Don’t over-dominate one community group with listings of things you are selling. Make sure to lead with value and contribution.

Being part of networking communities on the web is as important to a business owner as it is to someone with a “career job”. The saddest thing I have seen is the hardworking employee doing their best to “take care of their family” by focusing only on doing their job. When someone takes no time to build a conversation about themselves outside the company and is suddenly laid off, it is a lot harder and more costly to market yourself for a job on the web when you are unemployed. It is a good idea to talk to your PR person, marketing person, web developer or career consultant to have these conversations aligned strategically on the web. Even if your name is not unique, you can make it stand out with quality information attached to it. Using a Blog reader or a news aggregator is a great way to keep track of many information sources in one location. Look forward to seeing YOU on the web!

Let me see! "Seth godin"

Mark Brooks had a Kindle idea which got me thinking:

1. Let me see the percentage of people who have bought a book and actually finished reading it. (The Kindle knows, right?) Even better, let me see Kindle books that are finished by people who finish books that I finish!
2. Let me see a map of my town with the location of pedestrian accidents highlighted by color.
3. Give me a listing of all the houses in my city sorted by (value of house/taxes paid). That would go a long way to bringing equity to the assessment system.
4. Sort restaurants on Open Table by the percentage of reservations booked by returning diners.
5. Sort Facebook invitations in order of how many times someone has been unfriended.
6. Sort credit card offers based on data from Mint or Wesabe... show me the credit cards with the fewest bankruptcies/financial troubles among recipients first.
7. Sort corporate email by how many people in my company have indicated that a sender is important.
8. Let me see stocks ranked in order of recent purchases by successful investors.
9. Let me review bids from builders ranked in order of complaints filed or the length of time between first application for a building permit and finished building.
10. Let me see potential online dates sorted by how frequently (or infrequently) the person goes on first dates.
11. Sort car models by crash and repair data.
12. Let me see my salesforce ranked by closing rate or cold call rate or customer satisfaction.
13. Let me see my inbound call data by hour, sorted by number of rings before answer, or by percentage of calls unanswered.
14. Let me sort my customer service requests by customer value. (Including loyalty, purchases and referrals).
15. Let me choose a doctor by malpractice suit rate.
16. When I watch TV online, recognize the pundit and flash historical accuracy rates on the screen while she talks.
17. Blank out comments on posts that agree with my point of view.
18. Highlight the floor of the trade show and let me see which paths are walked the most. Or give me glasses that let me follow in the footsteps of people I admire. Or let me walk on paths no one else is walking on.

I guess I'm talking about passive contributions of public behavior information to traditionally-sorted data.

An Adwords Success Story (Twiddy)

Life’s a Beach

Twiddy used Google AdWords and Google Analytics to transform the way it does business and boost its percentage of bookings made online by 50% in the past year.
Stuck in Duck

People said Douglas Twiddy was crazy when he started renting vacation homes in the Outer Banks community of Duck, North Carolina. “There wasn’t much here when Twiddy was started in 1978,” explains his son, Ross, who now serves as director of marketing for Twiddy & Company Realtors. “The joke was: are we gonna see a car come down the road today?”
Douglas went on to open a second office in nearby Corolla, an equally sleepy town back in those days. To acquire new customers, Twiddy & Company sent out thousands of rental brochures, first in black and white, and then in color. “It was a huge day when we got the color brochures,” Ross remembers.
Sun, sand, and surf
Since then, the Outer Banks has become a major tourist destination, enticing visitors with its sunny weather and stretches of unspoiled beach. Meanwhile, the rise of the Internet has fundamentally altered the way people plan and book their vacations. So in 2002, Twiddy shifted its focus to driving traffic to its website, and shortly after began advertising online with Google AdWords™. “We started with the simple question: how do people find us on the web?” Ross recalls. “If somebody’s going on vacation, the first place they surf to is Google. And a lot of visitors to the Outer Banks have never been here before, so that’s really where Google and Google AdWords come into play.”
AdWords offered many advantages over Twiddy’s original marketing activities. “With brochures, updates or changes made to the homes throughout the season couldn’t be communicated to guests,” says Ross. “With AdWords, we can adapt our campaign depending on our inventory. Once a house is booked, we take it off the AdWords campaign and put another available home or week in its place. And we respond to what people are looking for. If people want info on oceanfronts, we post more info on oceanfronts. That’s the beauty of AdWords.”
To drive targeted traffic to their website, the Twiddy team set up campaigns based on specific categories, and later separated out distinct campaigns for brand-related and high-performing keywords. “AdWords worked immediately,” Ross says, “and we knew the good old days of the brochure were over. Effective marketing strategies were shifting from print to the Web. We were in the Dark Ages, but after we joined AdWords, we went right to the Renaissance.”
On the right track
As they began devoting more resources to their AdWords account and their
website, Ross and his team set up Google Analytics™ to gather in-depth performance and navigation data. “We use Google Analytics because it’s free and has worlds of information that we can utilize to make the right decisions,” says Evan Roberts, a consultant from Labitat Inc. who works with Twiddy on search engine marketing.
In November of 2006, the team designed a new website based on information provided by Analytics. They now run regular reports and monitor traffic to each page, using that data to fine-tune the site. “We look at how each individual page is doing and at navigational style and behavior,” Evan explains. “We’re constantly rotating the homes we display on our landing page. Google Analytics tells us what’s working. We also set up a quick search function on the site, and Analytics lets us see what people are typing in.”
“We put a lot of emphasis on delivering traffic from Google to Twiddy.com,” Ross adds. “But once they get to Twiddy.com, what do they do? That’s where Google Analytics has helped us. The more knowledge we have about bookings and our website, the more confident we are using AdWords and increasing our budget based on what the data says.”
With Analytics, the company can also evaluate the success of its AdWords campaigns and adjust its approach on a regular basis. “We look at which words are converting and use that data to make changes to our AdWords campaigns,” says Ross. “The cost per conversion has really become the compass for Twiddy’s marketing.”
The future looks bright
The company still uses brochures and some print ads, but AdWords has become its most successful and measurable marketing channel. “Other advertising methods haven’t produced results like AdWords,” says Ross. “You can’t tell how well they’re working. AdWords is intelligent marketing. There’s nothing else out there that produces the costs per conversion we’re looking for.”
With the help of Analytics, Twiddy has seen even greater success from the AdWords program in recent months. From 2006 to 2007, the percentage of bookings made online jumped 50 percent, while individuals citing Google search as the way they found Twiddy increased by 47 percent. Clicks on Twiddy’s ads went up 26 percent, and the account’s overall clickthrough rate (CTR) increased by nine percent. Twiddy has also used AdWords to take advantage of the Outer Banks’ growing popularity: “People will hear about the Outer Banks on the radio, and then they’ll go to Google to do research and click on our ad. Our presence there helps raise our stature as a service they can trust.”
If Ross has any words of wisdom for other advertisers, it’s the importance of tailoring their campaigns to their goals and needs. “AdWords gives you the tools you need,” he says, “and it’s up to your imagination and creativity to make it work the best for your business.” His advice for their next travel destination? “The Outer Banks. How can you not wanna visit a town called Duck?”

Such a Blogger Story....

EMILY GOULD | The New York Times
What I gained — and lost — by writing about my intimate life online
Back in 2006, when I was 24, my life was cozy and safe. I had just been promoted to associate editor at the publishing house where I’d been working since I graduated from college, and I was living with my boyfriend, Henry, and two cats in a grubby but spacious two-bedroom apartment in Greenpoint, Brooklyn. I spent most of my free time sitting with Henry in our cheery yellow living room on our stained Ikea couch, watching TV. And almost every day I updated my year-old blog, Emily Magazine, to let a few hundred people know what I was reading and watching and thinking about.

Some of my blog’s readers were my friends in real life, and even the ones who weren’t acted like friends when they posted comments or sent me e-mail. They criticized me sometimes, but kindly, the way you chide someone you know well. Some of them had blogs, too, and I read those and left my own comments. As nerdy and one-dimensional as my relationships with these people were, they were important to me. They made me feel like a part of some kind of community, and that made the giant city I lived in seem smaller and more manageable.

The anecdotes I posted on Emily Magazine occasionally featured Henry, whom my readers knew as a lovably bumbling character, a bassist in a fledgling noise-rock band who said unexpectedly insightful things about the contestants on “Project Runway” and then wondered aloud whether we had any snacks. I didn’t write about him often, but when I did, I’d quote his best jokes or tell stories about vacationing with his family.

Henry, seemingly alone among our generation, went out of his way to keep his online presence minimal. Now that we’ve broken up, I appreciate this about him — it’s pretty much impossible to torture myself by Google-stalking him. But back then, what this meant was that he was never particularly thrilled to be written about. Sometimes he was enraged.

Once, I made fun of Henry for referring to “Project Runway” as “Project Gayway.” He worried that “people” — the shadowy, semi-imaginary people who read my blog and didn’t know Henry well enough to know that he wasn’t a homophobe — would be offended. He insisted that I take down the offending post and watched as I sat at my desk in our bedroom, slowly, grudgingly making the keystrokes necessary to delete what I’d written. As I sat there staring into the screen at the reflection of Henry standing behind me, I burst into tears. And then we were pacing, screaming at each other, through every room of our apartment, facing off with wild eyes and clenched jaws.

My blog post was ridiculous and petty and small — and, suddenly, incredibly important. At some point I’d grown accustomed to the idea that there was a public place where I would always be allowed to write, without supervision, about how I felt. Even having to take into account someone else’s feelings about being written about felt like being stifled in some essential way.

As Henry and I fought, I kept coming back to the idea that I had a right to say whatever I wanted. I don’t think I understood then that I could be right about being free to express myself but wrong about my right to make that self-expression public in a permanent way. I described my feelings in the language of empowerment: I was being creative, and Henry wanted to shut me up. His point of view was just as extreme: I wasn’t generously sharing my thoughts; I was compulsively seeking gratification from strangers at the expense of the feelings of someone I actually knew and loved. I told him that writing, especially writing about myself and my surroundings, was a fundamental part of my personality, and that if he wanted to remain in my life, he would need to reconcile himself to being part of the world I described.

After a standoff, he conceded that I should be allowed to put the post back up. As he sulked in the other room, I retyped what I’d written, feeling vindicated but slightly queasy for reasons I didn’t quite understand yet.

Two simple web businesses

The world needs fixed-price web podiatrists.
Podiatrists, not doctors.
Doctors do surgery and prescribe expensive drugs and stuff. Podiatrists can just make it easier to get around.

So, a pretty smart web-savvy person could have a checklist of fifty items and work her way through a corporate website. She could come back with a simple, easy to execute list of things worth changing:
--put USA above Afghanistan on your country pull down list
--make it so clicking on your logo takes me back to your home page
--the font is too small on this page and it's hard to read
etc.

Low hanging fruit, stuff that doesn't need approval from the CEO to fix. Maddening idiosyncracies, worth the few minutes it takes to fix them.

Second gig: Web analytics pro. Someone who can, for a generous hourly fee, set up analytics for a website and do weekly reports (by email) that are actually useful and actionable.

$200 an hour is totally reasonable for work like this. It's worth ten times that when it's done right. We're talking about optimizing an AdWords campaign that returns millions of dollars in profit.

Of course there are people who already know how to do this. The question is: can it be marketed as an easy thing, a simple sale, a matter of course...

Neither will make you rich. Either might open doors for your next step in life.

Firefox Guinness World Record Official

Mozilla officially announced today that Firefox 3 set the Guinness World Record for most software downloads in 24 hours, totaling at an impressive 8,002,530 downloads. Now that it's official, don't forget to get your personalized Download Day certificate.

Seth Godin tells a story about Customink.com

I sent in a t-shirt order to customink a few weeks ago.
Three days later, I got a note from someone named Lori that said,

"Hi Seth,
I noticed that you have designed shirts that appear to be for a charity event. If that’s the case, CustomInk would love to make a small donation to your team or to the charity itself on your behalf.
Please let me know if your order is for one of these events. If you would like us to pitch in and support your cause, please include information about your charity event, a link if you have one or the organization’s name if there is no link to a team web page."

That's it. No policy, no standard operating procedure, no promise in advance. Just plain generosity.
It turns out that customink does this as a matter of course, regardless of whether the customer has a blog or not. They don't do it as an inducement, they just do it.
Formula: The value of a perk is inversely related to the expectation of that perk.

its all we are looking for Seth, to act like "this firm is just working for me!" ;
such proud...
such honor...
such satisfaction...
and at last,such an addictness would it be to that firm...

Why is search engine optimization so important?

The battle is on to get the coveted number 1 spot on search engines for whatever your individual business is. I’d say that this is a good indication that Internet business is alive and well. For growing numbers of businesses, especially those who rely solely on the Internet for the bulk of their profits, achieving a high rank among the search engines is crucial. I’m talking about search engine optimization stuff, people! To help better explain, I will now turn it over to Wikipedia, who so succinctly states,

Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (”organic” or “algorithmic”) search results for targeted keywords. Usually, the earlier a site is presented in the search results or the higher it “ranks”, the more searchers will visit that site.

Why is SEO Important?

Search Engine Optimization is important because it makes the process of finding relevant information easy for search engines to index, find and display. If you think about how many people out there actually use the Internet, it is mind boggling. Every day, every minute, someone is searching for information on a topic. People will go to a search engine like Google or Yahoo and type in a term which will yield endless pages of results (depending on the topic). However, most people will only look at the first few results on the first page only. So, if your business is located on the second or third page, etc., then there is a good chance that your site will not receive any traffic.

Some Bizare Jobs... (lets apply one :p )

Are these jobs crazy, or are the people writing the ads crazy? You decide:

1.I Need a Tiger Strong Office Manager
No whimps need apply. If you really want to work, take charge and care about your job and the company that you work, I need to talk with you.

Well established printing & sign company is seeking highly motivated office manager. This position is for long term employment.
Duties:
Customer service
Invoicing
Accts Payable/Receivable
Light payroll
Ordering, receiving and inventory of supplies
Day to day operation of busy office
We offer great working conditions, pay and benefits

To apply for this position you must submit:
1. Current resume
2. Non family references
3. Current photo
4. Education background
5. Provide proof of competency with Quickbooks Pro
Candidates must wear a sleeveless flannel shirt while wrestling Quickbooks. Business owner will break a custom-printed sign over your head to ensure your pansy ass is tough enough for the job. If you don’t like the job, stop your whining. We have your photograph.

2.Immediate Position @ Family Dollar!!
Assistant Manager 35-40hrs wk
Job Requirements:
Stong mathematics
Loves to organize the unorganized
Great time management(Habit of timing self)

Sounds Like You?? GREAT!! I also have other positions available but I’m only allowed to post one at a time. Since this is coming out of my own pocket please try your luck!!! I look forward to hearing from Mr./Mrs right… Right now!!!
You’ll work directly under ME!! LUCKY you!! I will make sure you time yourself and receive receipts. When something is unmopped, you will mop!!! You will do mathematics!!! Perhaps we will do it together!!

3.Career Testing for Government Jobs and Homeland Security
The U.S. Department of Homeland Security has found that by the year 2010 there will be more than a 33% increase in the demand for Security Agents. Please, come by and see us this week - Athens Limited only by your self communication & certain qualifications.
Daily problems escalate causing security needs to rise: : ENVIRONMENT-US: Global Warming Is Biggest Security Threat: Global climate change, if left unaddressed, is likely to pose. (ipsnews)
Communicate well with yourself, and we may hire you to fend off belligerent heat waves and shoot into tornadoes.

4.Hotel Visitor
Seeking detail oriented individuals in the montana area to visit hotels and report onsuch areas as customer service, check in/out, valet, room service, pools/spa, etc…Potential to earn $500.
You mean I could get paid to poach hot tubs? Sign me up!

5.High Commission-Based Sales in Alternative Industry!
Global Mycologicals and Mondo Mycologicals
Mycological research and development, mainstream and alternative product (smart) industries, and subsequent marketing of product lines.
MycoMate® brand mushroom cultivation supplies and SporeMate® brand spores
Mushrooms and truffles
Enthnobotanicals
Other products
Job Description: Expanding company is seeking highly motivated candidates for outside sales. This position is commission based and potentially quite lucrative. Candidates will be responsible for establishing wholesale business accounts and reporting directly to the president.

Please note that our office happy hours last about eight hours and usually take place in an IMAX theater.

6.Researcher Needed for True Crime Book
I am looking for current and historical newspaper articles and psychology/criminal justice articles that involve identifical twins, one which have either attempted to murder, or murdered, his or her identical sibling. I am really trying to understand how the emotional connection between identical twins gets twisted and results in disaster. Research candidate must have experience with internet and library databases and be able to translate research findings.

Benefits include paranoid nightmares involving twins and shattering disillusionment with humanity.

7.Sign Wavers Wanted!
Saturdays and Sundays. 5 hours per day, 11am to 4pm. Reliable and Courteous individuals wanted to hold/wave an arrow to direct traffic to new home subdivisions.
Listen to music while you work.
No experience necessary, only a great attitude and lots of energy. Good pay for good people.
What does sign waving have to do with being a good and courteous person? You could be a felon and still listen to music and wave a sign.

8.Stealth Startup Needs First Engineer
Are you willing to take the plunge, leave your current job and become our first engineer? Are you stuck in the wrong environment, waiting for an opportunity to ‘do’ a startup? Are you ready to start immediately (i.e. give your two-week notice on Friday 27th)

We are an innovative US-based startup in the educational space (middle-school math). We are geographically spread with team members in Boston, Singapore and Silicon Valley. We are still in stealth mode so we can’t say much more for now, but we can tell you that:
• We have already completed our first round of funding (VC money, not friends/family/credit cards)
• We are funded through the end of 2008
• We think our idea could change the way the world learns

At a minimum you’ll need:
• BS in Computer Science, Math, Physics, Engineering or similar
• 2-4 years experience in software development
• Ability to live on sugar and caffeine for extended periods of time.
• A really good understanding of what it will mean to your life (i.e. your wife, your kids, your social life) to do a startup

We have six months to make this work. If we fail, we’re all going home…….As such, you might want to consider that this is really a contract role for six months, with an option to extend, if we raise a second round of capital.

So you want to do this startup? This startup will clearly “do” you in return…

Happy work week for everyone!

Business Plan

Seth Starts With A Classified

I am always on the lookout for gems of information and here is one I found today on Seth Godins blog:


Seth Starts With A Classified
He basically says that when you go to write a blog post, an article, or an Ad that you start by writing a classified Ad. That way you make sure that you get your message across as you intend. Simple really :-)

So no there is no excuse for writing your blog posts and articles as they will be short - well maybe one or two :-)

The Key Elements Of A Good Niche Adsense Website

Adsense is big business and there are now probably more Adsense websites than their are ants on planet earth! So how do you ensure that your niche websites stand out in this crowded market? And is it really possible to make decent money with Adsense?

In order to explore and answer these questions this article looks at the four elements of a great money earning Google Adsense website:

The First Element - A Unique Website Design
The first element of a great adsense website is a unique design. There are so many mass market templates in use today that most adsense sites tend to look the same. So an easy way to stand out is to have a simple and unique design that gives focus to the content and ads on the site. This way your site won’t look like it has been designed just to display ads. And the good news is that having a unique design is not at all hard to achieve - see niche websites for details.

The Second Element - Unique Content
Google is getting better and better at spotting duplicate and spam content but many people still fall into the duplicate and spam content trap and they use content spinners to generate their sites. This is another fantastic opportunity for your site
to stand out by providing good quality unique content that is not available anywhere else. Visitors can easily see if a site is a spam one or a genuine site that is ocussed on providing good quality content.

The Third Element - Correct Ad Placement
Ad placement is important in order to attract clicks. Many websites place ads in as any places as possible in the false belief that quantity wins over quality. The reality is that a few strategically placed ads will produce a greater return than a page plastered with wall to wall ads.

The Fouth Element - Adding Value
This is really a binding together of your unique website design, unique content and elevant ad placement to produce a website that adds value to the personal or business lives of its visitors. The key is to focus your website on one theme and ensure that he content is relevant and informative. It may take a little longer to produce an dsense website using the four pillar approach but your patience will be rewarded with a great website and happy visitors who will click your relevant ads and earn you the money you deserve.

Top 100's Ad-Spend Growth Grinds to Halt

LNA Report: Budgets Eke Out 1.7% Rise; P&G Breaks the $5B Barrier
By Bradley Johnson

CHICAGO (AdAge.com) -- The Top 100 U.S. advertisers last year increased ad spending by just 1.7%, while measured media spending rose a negligible 0.3% for major marketers -- the most sluggish growth since the 2001 recession.

And while estimated spending in unmeasured disciplines -- largely marketing services such as promotion and direct marketing -- did better, it still increased only 3.6%, well below the typical growth seen in recent years.


The 100 Leading National Advertisers report details overall ad spending as well as spending by medium and brand. Ad Age's new Marketer Trees 2008 database offers profiles of the top 100, listing agency assignments, executives, spending and brands.

Notwithstanding Procter & Gamble Co., which hit a milestone by becoming the first advertiser to break the $5 billion mark on U.S. spending, the point to take away from Ad Age's 100 Leading National Advertisers report is clear: Big marketers, facing a weakening economy and pressure to control costs, clamped down on spending. In fact, ad spending for these top-tier marketers collectively failed to keep pace in 2007 with real gross domestic product (up 2.2%) or with inflation (up 2.8%).

The trend also shows a continued shift away from media measured by ad tracker TNS Media Intelligence -- such as print and TV -- which accounted for 58.1% of top marketers' U.S. ad spending, down from 58.9% in 2006, according to the report, which is Ad Age's 53rd annual.

The rest of spending came from unmeasured disciplines, primarily marketing services such as direct marketing, promotion and digital communications (including unmeasured forms of internet media such as paid search).

Unmeasured also vulnerable
But while marketers continued to migrate toward unmeasured disciplines, last year's slow growth shows that unmeasured fields aren't immune from advertisers' efforts to tighten spending.

Internet proved a bright spot. Measured spending on internet display advertising last year surged 33% for the 100 LNA, according to Ad Age DataCenter's analysis of data from TNS Media Intelligence. Web display ads -- banner ads and the like -- accounted for 6.8% of LNA measured spending in 2007, up from 5.1% in 2006 (and more than double 2003's 3%).

Internet gains, however, couldn't make up for some big losses in old media. The biggest loser: newspapers, where the LNA slashed measured spending 8.5%. The top 100 also trimmed TV spending 1.2%, according to Ad Age's analysis of TNS data.

Put another way, these top-tier marketers increased measured internet spending by $1 billion; slashed newspaper spending by $674 million; and cut TV budgets by $406 million.

The top 100 advertisers last year accounted for 41% of U.S. measured-media advertising. Their share varies by medium: The companies placed 71% of broadcast-network TV advertising and half of cable-network ads but only 37% of internet display advertising.

Mostly increases
In all, 58 of the 100 LNA companies boosted combined measured and unmeasured U.S. ad spending in 2007.


Source: Ad Age DataCenter analysis of TNS Media Intelligence data
The top advertiser: P&G, which increased U.S. spending by 7.1% to a record-breaking $5.2 billion, according to Ad Age estimates. That makes P&G the first marketer to spend more than $5 billion a year on U.S. advertising. P&G has ranked No. 1 or No. 2 in 51 of the 53 years Ad Age has published the LNA report.


General Motor Corp.'s estimated U.S. ad spending plunged 8.7% to $3 billion, moving GM down a step to No. 4 in the LNA ranking. GM was the largest spender as recently as 2004.

GM had a lot of company in cutting ads: Ford, Chrysler, Toyota, Honda and Hyundai all reduced U.S. advertising, according to Ad Age's analysis.

Overall automotive spending slumped 6.4% to $18.5 billion (as car and light-truck sales fell 2.5%). That moved the auto category down a notch: Automotive is now the second-largest ad category, behind retail ($18.7 billion).

Telecom questions
The telecom category is a distant No. 3 ($10.9 billion) -- but home to the nation's three most-advertised consumer brands: AT&T, Verizon and Sprint.

Every year since 2001, either AT&T or Verizon has been the biggest-spending brand.

The U.S. telecom market is maturing, and the main wave of industry consolidation and rebranding campaigns is complete. That raises questions about whether the cacophony of wireless and other telecom advertising will continue at its current level.

But AT&T and Verizon are the only $2 billion U.S. ad brands, with measured spending nearly double that of the third-most-advertised brand. Even if they turn down the volume, those two megaphones are likely to remain the two biggest megabrands.

10 Tips from Kare Anderson

1. Know your best and worst sides.
You'll be able to demonstrate your best talents and temperament more often when you recognize them - and the flip side, your weaknesses, which are often your blind spots where you self-sabotage. Only with this knowledge can you recognize the people and situations that bring out the best and worst in you. Only then will yoube able to seek out the situations and people where your best sides shine and avoid the opposite.

2. Bring out their best side.
In each situation, whether with a stranger, someone you know intimately or someone in between, first bring out that person's better side (temperament) or encourage her to demonstrate or discuss her best talent. Then she naturally sees and supports your
best side. You are off to a good footing to reinforce each other's best talents and temperament to become happier, higher-performing together.

3. Be their trusted, most remembered expert.
Speak English like it tastes good. Give verbal snapshots that penetrate the mind and the gut in an instant then linger, leaving a bright after image. When seeking to persuade or be frequently-quoted be the most specific, vivid and authentic describer of the options in a situation. Provide what-if scenarios, with possible near-term consequences to your listener(s) where your approach either avoids a negative consequence and/or leads to a positive outcome.

4. Praise what you want to flourish.
Reinforce the behavior you admire and support others' self-confidence around you by praising the specific behavior you value and that benefits that person. Multiply the power of your positive words by sharing your praise with the people who matter to that person. Extra benefit? As you praise those qualities, listeners attribute to you, the very qualities you praise in others.

5. Look to their positive intent, especially when they appear to have one.
When you throw mud you get dirty. When you most want to react with a cutting remark, act kindly. In a less-certain, fast-acting world your biggest gift is kindness in the face of rancor. Even and especially when someone else is acting negatively towards you, praise the part of his current or past behavior that you genuinely respect. It's your best chance of reducing the rancor. Regardless of what he chooses to do, others will observe the sharp contrast between your choice of words and actions and his.

6. Problems seldom exist at the level at which they are expressed.
If you are engaged in an argument that lasts more than ten minutes then you are probably not discussing the deeper, underlying conflict. You are simply hardening your opposing sides. Either ask for a break, suggesting when you would like to re-meet or say you think there is something deeper going on and, in good will, you wish to resolve it.

7. To establish trust, look for the underlying motivation or fear in that person.
We are far more revealing by the questions we ask than the answers we give. To get closer to understanding her strongest motivations, let her take the lead in asking questions. Answer genially, directly but briefly so that she becomes interested in learning more. When she asks a follow-up question, again answer briefly and notice the direction of the questions. By the third, follow-up question, in quick succession you'll have an insight into her underlying concern or wishes - even if she may not be conscious of it herself. Then you have a better chance of alleviating that concern by what you say or do, often without directly addressing it. Notice, as well, where your questions lead, in learning about your own fears and desires.

8. Go slow to go fast.
Whenever you push against someone's opposition or press for an answer or ask for something too quickly, others tend to resist rather than agree, even when it is in their best interests. In an often blunt, multi-tasking world, give people time to ask questions their way. The more actions one takes on behalf of exploring an option the more likely one is to take it, talk about it and even defend it.

9. Gain an invaluable, unlikely and treasured ally.
More than once in your life, you've been the most neglected person in a social or work situation. You know how awkward it feels. When entering a room where a group is gathered, seek out the most ignored person. Give him your full attention. Ask an open-ended question such as, "What's been one of your favorite moments recently?" Listen to learn and support him. Genuinely reinforce his comments, letting him take the lead. If another person approaches to speak with you, ask that person to join you, not moving away. I've provided communication coaching to several pro basketball players who get "swarmed" when entering a room. This has become one of their favorite "plays" because they've made unexpectedly rich friendships, seen new sides in themselves - and made their world larger.

10. Keep a talisman of goodness near you.
A glass prism rests on the window shelf in my study, sending rainbows across the room throughout the day, reminding me there's always a way to nourish, to serve, not sabotage a situation, a relationship. It is my choice to ignore or to look for it.

Next to it is this poem:
Remember the many compartments of the heart, the seed of what is possible. So much of who we are is defined by the places we hold for each other. For it is not our ingenuity that sets us apart, but our capacity for love, the possibility our way will be lit by grace. Our hearts prisms, chiseling out the colors of pure light.

The power of remarkable

When I first wrote about Little Miss Matched about five years ago, they were an obscure little sock company, selling funky socks to fashionable girls.

The idea was beyond clever. 3 to a box, 133 styles, none of them match. Instead of a strategy built around a consultant's vision of 'utility' or a strategy built around cheap or a strategy built around excessive retail distribution and heavy advertising, they built their strategy around one girl saying to another girl, "wanna see my socks?"

I couldn't have invented a better Purple Cow story if I had tried.

The company let me know today that they just did a huge deal with Macys and closed a $17 million funding with the folks who financed Build a Bear's retail rollout. Money isn't the only point, of course, but if that's the way you keep score, that's a long way for a little company to come in five years.

[full disclosure: My feet are sponsored by LMM and I wear their socks every day. I am compensated by the company--they give me 33 free socks a year (not pairs of socks, just 33 socks), worth about $110.]

*Quatation from Seth Godin

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Aç Kalsan Bile Hayallerinden Vazgeçme Steve Jobs Apple,Mac,ipod,Pixar gibi ürünlerin yaratıcısı pixar animasyon stüdyosunun sahibi.

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