web site designs...Built On CONTENT!







web site designs Proclamation

The Chief Cornerstone being Jesus Christ

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Special Proclamation Prayer for Today

Father, God of Abraham, Isaac and Jacob,

Your Word declares that if we, Your people, who are called by Your name, will humble ourselves and pray and seek Your face and turn from our wicked ways, then will You hear from heaven and You will forgive our sin and will heal our land. (2 Chronicles 7:14)

We bow before Your sacred throne and humbly ask Your forgiveness for the sin of idolatry! Your word demands; “Thou shalt have no other gods before Me”, yet we have, under the banner of pluralism and hedonism, embraced and worshipped the gods of this world. Take us back to the God of Abraham, Isaac and Jacob! (Exodus 20:3)

Through moral and spiritual compromise and complacency, we have allowed our nation to conform to the ways of the world by turning away from our spiritual roots found in Your Word. (Romans 12:2)

Our silence has produced a secular nation and all nations that forget You, shall be forsaken. We ask that You hear our cry, for we need You, in these desperate times, to lead us out of our politically correct fog of constant confusion and take us back to Your moral clarity. (Psalm 9:17)

O Lord our God, King of the Universe, we confess that America cannot survive without Your presence. Your statutes founded this blessed land and we look to You, Father God, to preserve it, for “Blessed is the nation whose God is the Lord.” (Psalm 33:12)

As commanded in scripture, we pray for all who are in authority who govern our nation; may their decisions be led by the perfect compass of your Holy Word which clearly discerns right from wrong. (I Timothy 2:1-3)

O Lord our God, You have promised to raise up righteous leaders into high places and to remove those who have displayed unrighteous authority. We earnestly pray that You will once again exalt the righteous and expose the deeds of the ungodly. (Proverbs 14:33-35)

America must have spiritual renewal for moral survival! In this season of prayer, we unite in humble heartfelt hope and ask that You forgive us and deliver us from the folly of our transgressions. Guide and sustain our nation as we turn from our sin and return to You, the God of our fathers. (Psalm 51:1-17)

The time has come to declare our trust in You to heal our land. (2 Samuel 22:2-4; Psalm 5:11-12; Psalm 57:1-3)

We pledge to exercise our God given rights of “life, liberty and the pursuit of happiness” in voting for future leaders from the county courthouse to the White House who obey and honor Your Word. (Deuteronomy 28:1-14; Psalm 119:44-48; Psalm5:11)

We pledge to vote the Bible in selecting those that will govern our country. (Deuteronomy 16:18-20)

Blessed are you, O Lord our God, for You are good and Your mercy endures forever. We petition heaven with our united prayers as we seek Your blessing, Your peace and Your protection for America. (I Chronicles 16:34; Numbers 6:22-26; Romans 15:13; Psalm 5:11)

May the Lord our God, be with us, as He was with our forefathers; may He not leave us or forsake us; so that He may incline our hearts to Himself, to walk in all His ways... that all peoples of the earth may know that the Lord is God and that there is no other. (1 Kings 8:57-60)

Amen

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web site designs done properly mean more traffic



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Google...

Will Yours Be The Business That is Found? Despite the overwhelming advantages of a Web site, most small local businesses have at least one Yellow Pages ad, but they do not have a Web site. (Or if they do, their sites are dying from a lack of traffic and results.)

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Yes... If your business is primarily driven by local clientele, you can still survive without a Web site for the next short while. But local businesses are catching on to the Net... to use this global medium to grow their local businesses to steal your customers even to add brand new revenue streams that they would never have thought possible.

Combine this growing small business trend with another one... more and more consumers find those big, heavy paper Yellow Pages too inconvenient and limiting. It's so much easier and flexible to use Google and other Search Engines. People are now comfortable with the Net -- and soon, most will be using broadband access with 24 x 7 constant, convenient and high-speed access.

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web site designs the bottom line



web site designs: HERE'S THE BOTTOM LINE...

1. Take your passion, your hobby or other knowledge.

2. Convert it into web site designs full of good content.

3. Attract targeted traffic to that marketing plans content.

4. Refer your visitors to the affiliate programs of merchants who sell related goods or services.

5. Earn commissions when your visitors buy from your merchants.

It's time -- develop a solid Web presence, generate targeted traffic, build loyalty through a newsletter for customers get the

edge on local competition, and add new income streams.

How do you do that?

It's all in the process.

Think Of A Web Site As A Super-Yellow Pages Ad This "ad" delivers 100 times the results... at 1/10 of the price. People are searching less and less by the offline and more by the online ...

If your small, local business does not use a Net presence to promote itself, keep in touch with its customers, extend its reach, and take your competitors' customers, your competitors will do it to you, and soon. Yes...

(yellow ad pics)

Does Your Yellow Pages Ad... attract hundreds, even thousands, of visitors, many of whom become new business, per day?

PREsell prospective customers before they call you?

Nurture, encourage and develop the relationship you already maintain with existing customers, increasing both loyalty and repeat business??

Command undivided attention?

Once they are on your site, you have their total attention (unlike a crowded Yellow Pages page)!

Take clients away from competitors?

Develop new ways to monetize your skills and knowledge? Give you the ability to update frequently and to reach your clients with seasonal specials, interesting tidbits, etc.? Open new markets globally (yes, your local business!)? How could it? After all, what could you possibly accomplish in a small rectangle, on a big yellow page crammed with other ads? Compare typical Yellow Pages results with

Site Build It! (SBI!) results (which cost far less)




web site designs a New Marketing Direction



A NEW MARKETING DIRECTION

Like the picture filled catalogs that first invaded our homes during the early days of mail order, infomercials now serve as standard fare on our television viewing menus.

In fact, references to "those late night things on TV" are no longer accurate,because infomercials now air and make money during daytime and mid-day hours as well as late night, selling every conceivable product, from Ginsu knives to Body by Jake.

Direct response television is faster and more effective than conventional

mail order in marketing products direct to the end users for several reasons:

1. It's audio visual.

Direct response television presents your sales message with both sound and pictures.

2. It's instantaneous.

You can monitor your sales results seconds after your message is delivered.

3. It's cost-effective.

Airing you infomercial may cost less than a conventional mail order campaign. Example:

You can buy a half hour of airtime at WNEU and reach over 200,000 homes in Pittsburgh for around $200. With conventional mail order marketing, $200 will only buy 689 first class stamps. Add to that the cost of mailing lists, production, and printing of your mailing piece.

The future of marketing is in the consumer's own living room, in the TV set, where a new, more convenient way of shopping is taking shape.

For the advertiser, the reasons for using infomercials and DRTV are obvious. Producing a half-hour infomercial is a lot cheaper than opening a new store in the mall. And for a month's rent, an infomercial can be aired on cable stations that reach 60 million homes nationwide.

It is inexcusable for an entrepreneur to ignore infomercials and DRTV spots as integral parts of his marketing mix. At the same time, if you're looking for a new frontier with exceptional growth potential, DRTV is an exciting new territory with no boundaries - a territory that has all the ingredients for success you'll ever need.

THE CONCEPT STAGE In this section, we will discuss what you need to know in formulating your direct response campaign. It assumes that you already know everything there is to know about your product, and that you believe your product will do well on TV, either because it has sold well elsewhere or because similar products are already doing well with DRTV.

1. DETERMINE WHAT YOU WANT.

Certain fundamental questions should be answered before you continue: What do you want the viewers to do? What do you want to get out of your DRTV campaign? Do you want sales or leads? Are you better off with a lead generation DRTV spot or a sales generation infomercial?

A reminder: Whatever type offer response you decide upon for your web site designs, that response must meet these criteria: BE EXPLICIT. Tell the viewers exactly what you want them to do. Some advertisers bury their solicitation message. By becoming engrossed in highlighting the fantastic features of their product, they fail to stress what they want the TV viewers to do.

THE RESPONSE MUST BE DIRECT. Provide your viewers with a direct response pipeline to you. Remember, an infomercial or DRTV spot that asks viewers to visit their nearest shopping center to look for your product is not direct response advertising. An infomercial or DRTV spot requires the viewer to respond directly to you.

THE RESPONSE MUST BE MEASURABLE. Even if you're running a simple opinion poll, you must be able to measure the response to determine the success or failure of your product or service or of your advertising itself.

2. LEADS ONLY

There are three practical reasons why you may prefer to produce a lead generating campaign as opposed to a sales generating one:

PRODUCT FEATURES ARE TOO COMPLICATED.

If the uses of your product cannot be described in a simple, entertaining manner, you will have serious problems with a sales generation DRTV campaign.

SEVERAL MODELS. If your product line contains a variety of models that may confuse the viewer, you're better off sending follow-up sales material that distinguishes the features of each model.

COSTS OVER $100. This Guide is more concerned with the rule rather than with the few exceptions to the rule. If you can sell a $500 item with a sales generation infomercial or one minute DRTV spot, go for it. You are special; you deserve to be a millionaire. But you are an exception to the general rule that a DRTV product should cost no more than $100. (One exception to the rule is offering an installment payment plan. We'll tell you more about that later.)

3. TWO-STEP CAMPAIGN

A lead generation DRTV spot or infomercial is alway a prelude to direct mail campaign, hence the term two-step is applied to the use of a DRTV spot or infomercial to generate leads. The following usually takes place:

THE VIEWER CALLS. In a lead generation DRTV spot, you advertise a toll-free 800# for viewers to call to leave their name and address in order to get more information by mail. The calls are answered by live operators or by an automated voice-precessing system.

YOU SEND SALES INFORMATION. Brochures, videos, or other forms of sales material are sent to induce the recipient to place an order. Example: Nordic Track sends an impressive combination of a video and a booklet of their product lines to people who respond to their DRTV spot.

4. DUAL-PURPOSE CAMPAIGNS

A lead generation infomercial

Therefore, lead generation advertising should usually be in the form of standard-length DRTV spots, not infomercials. If you have already decided to use a infomercial, at least offer the viewers the opportunity to make a direct purchase. This will offset the costs of production and media.

If you do want to generate both actual sales and lead inquiries, be explicit about it. If you show only your 800 number order line, you may alienate people who want to call for additional information. On the other hand, if you ask for lead generation, you probably won't get any sales.

If at all possible, have two telephone numbers: one for sales, one for inquiries.

5. PRICING

DRTV advertising should not dictate the price of your product, which must be identified before you start formulating your DRTV project. However, certain factors should be considered in determining the price of your product.

ECONOMIC VALUE. This factor has nothing to do with your manufacturing cost. It is the perceived value of your product based on the convenience or satisfaction it is likely to provide the consumer. A $100 toothbrush cleaner has little economic value, since a consumer would purchase a replacement tooth-brush for $2 before investing $100 on a toothbrush cleaner.

SHIPPING & HANDLING. The consumer sees this as a cost added to the price of your product. You should view it as a way to pay not only shipping costs, but also your cost of order taking. Furthermore, where possible, up sell the buyer to order overnight delivery at a premium charge.

PAYMENT PLANS. Payment plans for credit card buyers come in a variety of packages, depending on the category and base price of the product. For products under $100, plans offering 3 payments are the most common. On the high-end of the spectrum, for example, Crosswalk, and exercise machine has a plan offering 10 payments of $49.95

(See our PAY PAL OFFER elsewhere on this site)

Several studies indicate that the number of infomercials offering payment plans have increased threefold over the last two years. Since the single pay threshold is usually $100, you should offer a payment plan if your purchase price is $100 or more.

6. CREATING URGENCY

Try to create a sense of urgency by offering an incentive. No matter how good your product is, no matter how low the price, offering a bonus is an old strategy that usually works like a charm. Bonuses entice viewers to purchase immediately.

TV PRICE. You may offer a special TV price lower than the regular retail price of your product.

PRICE BREAK. This technique is usually effective for consumables. You can offer a 50% discount on additional quantities of the product purchased at the same time.

FREE PRODUCT. Offer a special item free to those who purchase through your special TV offer.

WHAT IS AN INFOMERCIAL ?

The term infomercial refers to a very specific form of TV advertising. Let's break apart the pieces and identify the parameters and ingredients of an infomercial.

1. An infomercial is an advertisement. 2. An infomercial must be program-long. 3. An infomercial must solicit a specific direct response from the viewer.

IT IS AN AD. First and foremost, an infomercial is simply another form of advertisement. It is a commercial message, and as such represents the viewpoints and serves the interest of the sponsor. It is a "paid program." IT IS LONG FORM. Unlike conventional 30 and 60 second TV ads, an infomercial runs at least a half hour. The reason: a half hour is the smallest block of airtime a TV station will sell without interrupting its programming schedules. (NO program on TV is shorter than 30 minutes.)

IT SOLICITS A "DIRECT" RESPONSE. An infomercial must solicit a response which is specific and quantifiable. The solicitation and the delivery of the response must be direct between the advertiser and the viewer.

Unfortunately, the term infomercial is not universally understood in the industry, and infomercials may be called different things by different people. The list of official sounding names, from "docu-mercials" to "long-form advertising" is "paid programming," is endless and can be confusing: some term do not adequately define the scope of this new form of advertising.

For example, the term long-form advertising seems to be a favorite among media people. Unfortunately, the term describes only the time aspect, disregarding purpose and content. Of course, it does reflect the focus of those in TV circles, as opposed to the broader perspective of those in the marketing community. What will become of the term long-form advertising when paid advertising program extend to an hour or longer?

Will we upgrade the term to longer-form advertising and then longest-form advertising?

By contrast, the term direct response advertising is obviously of a marketing heritage. But like the former, the term is incomplete because it does not qualify the medium being used. Mail order is also a form of direct response advertising.

Finally, there are those who feel uncomfortable with the term info-mercial because it sounds too gimmicky or colloquial. We think otherwise. More and more companies are accepting and using the term infomercial, and because of that we feel it will stand the test of time.

WHAT ARE DRTV SPOTS?

The term DRTV spot as used in this report refers to standard length direct response advertisements that are aired within or between regularly scheduled programs.

Like infomercials, DRTV spots are designed to solicit a specific direct response from the TV viewers. Unlike infomercials, however, they are not program-length ads. Although standard length is usually one or two minutes, spots may run anywhere from ten seconds to three minutes.

Your product and the type of response you are trying to generate will dictate when DRTV spots may be more cost-effective than infomercials, and vice-versa.

SOLICITING A RESPONSE:

Infomercials and DRTV spots are both designed to solicit a specific response directly from TV viewers. What do you want the viewers to do? What do you want to get? These are the two fundamental questions you infomercial or DRTV spot must answer effectively. Regardless of which form of advertising you use, certain rules always apply:

Be Explicit: Tell the viewers exactly what you want them to do. Some advertisers get so engrossed highlighting the fantastic features of their product, they bury their solicitation message and fail to stress what they want the TV viewers to do.

Be Direct: Solicit a response that is direct - and measurable. If your objective is to get the consumers to visit their nearest shopping center to look for your product, this is not direct response advertising/. Infomercials and DRTV spots require the viewer to respond directly to you (the advertiser).

Must Be Measurable: The response must be quantifiable. Even if you're running a simple opinion poll, the response must be something that can be measured in a way that defines the success or failure of either the advertisement itself or of the product being advertised.

LEADS OR SALES:

Infomercials and DRTV spots commonly solicit either a direct purchase or an inquiry about a product. Again, be explicit. don't give the viewer an option. If you do, your response mix will be inaccurate, confusing, and counterproductive.

LEAD GENERATION:

A lead generation infomercial or DRTV spot asks the viewers to call your toll-free 800 number and to leave their name and address to receive additional sales information about you product or service.

SALES GENERATION:

A sales generation infomercial or DRTV spot prompts the viewer to call your toll-free 800 number to place an order for you product or service, paying by credit card or COD.

STICK WITH A SINGLE RESPONSE OBJECTIVE; ANYTHING ELSE IS PURE WINDFALL.

Your infomercial that solicits viewers to make a direct purchase may also generate calls requesting additional information.Although these unsolicited calls must be treated as highly qualified leads, they cannot be used to measure the actual success of you infomercial. Since you principal objective is to generate direct dollar sales, all the calls that generated leads must be treated as windfall.

WHAT HAPPENS WHEN CUSTOMERS GO TO THE SHOPPING CENTER LOOKING FOR YOUR PRODUCT ?

As a rule of thumb, infomercials and DRTV spots are never designed to encourage retail sales. However, some consumers want to look and see a product before they purchase it. Others don't have a credit card or fail to note the ordering information provided in you infomercial.

This large contingent of potential customers can provide you with extra profits from retail sales generated by your infomercial or DRTV spot. An increase in retail sales of a number of products has been directly attributed to infomercials or DRTV spots. For example, exercise machines like the Thigh Master and certain types of sunglasses, like Blue Blockers, have enjoyed increased retail sales due to direct response advertising by the aggressive marketers of those products.

CREATING A TREND. Direct response pioneers like The Juice Man and The Juice Tiger sold truckloads of juice extractors with their infomercials. These two competing brands, however, did more than sell juice machines on television - they convinced consumers that juice was important and showed them how juice machines can help them lead healthier, happier lives.

Consequently, these infomercials helped the retail sales of almost every brand of juice maker. With their new awareness, consumers became receptive to the idea of owning a juice machine. Suddenly a product line that once collected dust on department store shelves became a top seller. Stores began merchandising juice machines, allocating prime store footage to display different brands. Without any new advertising effort, juice-making machine manufacturers now enjoy additional retail sales that were generated by The Juice Man and The Juice Tiger infomercials.

This example proves that an infomercial may effectively sell directly to a specific TV audience while simultaneously producing retail sales. You can see how retail sales can be generated without any additional advertising expense - since the infomercial or DRTV spot which prompted the retail sales actually paid for itself through direct sales to TV viewers.

OUTPERFORMING RETAIL SALES

Moving consumers from conventional retail buying to direct response television buying is another triumph that demonstrates the power of infomercial marketer.

Until recently, women bought cosmetics from department stores or their Avon lady. Victoria Jackson began to sell complete systems exclusively through television infomercials. The only way customers could buy her products was by responding to her paid TV programming.

Prior to her infomercial, 3 out of every 4 Victoria Jackson customers bought cosmetics exclusively from department stores. In response to Jackson's success, Avon is designing an infomercial campaign of their own.

A NEW FORM OF TV ADVERTISING

Today's infomercials are a far cry from the "long-form" televised sales pitches (5 and 10 minute commercials) of the early '60s. This was when half-hour shows sponsored by soap manufacturers gave birth to the term soap opera.

TV advertising three decades ago was largely confined to promotions which: (1) told viewers that a particular product with certain features existed, and (2) motivated viewers to go to the nearest retail outlet to buy the product. Television then, in the strict sense of the word, was nothing but an advertising medium.

Today television has evolved from a mere advertising medium into a dominant distribution vehicle. Today's infomercials and direct response TV commercials go beyond product promotion. They actually give the consumer a means to directly purchase the merchandise being advertised. Conventional TV advertising presents a product that is available through retail outlets or a distribution network. Direct response TV ads actually sell products direct to the TV viewers. Direct response marketing remained the domain of mail order and other print forms of direct marketing until television matured, and advertisers began to recognize its direct marketing potential. In fact, the terms infomercial and DRTV spots came into being because television gives the advertisers a platform conducive to direct marketing.

Coverage 98% of all U. S. households have at least one television set. In this Electronic Age, TV has surpassed all other media as our primary source of information and entertainment. Cable TV 60% of all TV households in the U. S. have cable service, providing a wide variety of channel selections in comparison to an all broadcast environment.

Longer Hours Since we've evolved away from being a 9 to 5 society, television executives recognized the profitable viewership base found in late night hours. Remember when TV stations signed off at midnight?

Airtime Availability With thousands of national, regional and local TV stations, and with extended programming hours, airtime is readily available. The growth of Cable TV, satellites, and superstitions has brought television a long way since the time when we only had CBS, NBC, and ABC.

PRODUCING YOUR OWN INFOMERCIALS

Although most advertisers hire experienced production firms to develop write and produce their infomercial campaigns, many entrepreneurs produce their own, Self-managed, web site designs, self-produced projects have become a popular option for a lot of advertisers because of relatively lower expenses, because of the nature of the products themselves, or because the advertisers want creative control. Following are the main reasons why this is so:

FINANCIAL INTEREST. Some entrepreneurs don't want to share profits with partners or investors. But without them, most start-up companies do have the capital to hire a full-service infomercial company.

PRODUCT APPEAL. The entrepreneur's product is untested as an infomercial item, making it difficult to attract partners or investors.

CREATIVE CONTROL. Many entrepreneurs argue that they know more about their product than anyone else. They therefore prefer not to leave the creation of their infomercial to an outsider.

Three stages are normally involved in the creation and production of any infomercial or direct response TV campaign:

1. CONCEPT STAGE

2. PRODUCTION STAGE

3. MEDIA STAGE

THE BIRTH OF DRTV

A comparison of infomercials and DRTV Spots with all types of TV advertising from 30 years ago reveals what made direct response TV advertising feasible. Three services made available during the last decade made direct response television possible. They are:

TOLL FREE 800 NUMBERS - The consumer is now able to respond or interact directly with the advertiser. The numbers are widely available, convenient, and most importantly, free to the consumer.

PROLIFERATION OF CREDIT CARDS - Over 100 million credit cares are in circulation in the U.S. alone. This tool enables a huge number of consumers to make purchases over the telephone.

OVERNIGHT DELIVERY - To get consumers to respond to your sales offer right away, make sure you give them the satisfaction of having you product right away. Remember, consumers are willing to pay a premium to get you product overnight. They want it now!!

MERCHANT ACCOUNT - Service bureaus that handle order taking for you will almost certainly require you to have your own merchant account. Without a merchant account, you will not be able to accept credit card payments. Needless to say, this will seriously affect your overall sales figures. If you do not have your own merchant account to process credit card orders, it is essential that you use a service bureaus or enter into a joint marketing venture with a company that is able to extend you this privilege.

NOTE: (we can do this with Pay Pal at no cost. Merchant accounts can cost over a thousand )

ACCEPTING CHECKS OVER THE PHONE - Don't limit your phone in sales to credit card holders. By expanding the way TV viewers can pay for their purchases, you increase you probability of making a sale (with the introduction of checks-by-phone, your potential market is likely to grow by another 30%). Check Verification makes you product available to millions of people who do not have a credit card but do have a checking account. Here are some practical reasons why you should consider accepting check orders over the phone:

IT COMMITS THE BUYER - The buyer doesn't have to write a check, write his name and address on a piece of paper, look for an envelope, get postage, and then mail the order. These steps can take anywhere from a few minutes to a few days. The longer it takes, the higher the odds your potential buyer will change his mind.

INSTANT GRATIFICATION - Your customer's order can be cleared and processed faster if he doesn't have to mail a check which your bank has to clear before the order is processed. With Check Verification, you get the money within 48 hours and you customer receives you product sooner.

COMPETITIVE RATES - If your ticket price is over $59.00, your unit cost to process a check order by phone will be almost the same as the commission the bank charges your merchant account. As this service become more readily available, and as merchant account become more difficult to acquire, accepting check orders over telephone is a feature DRTV marketers can no longer ignore. CONTINUITY PROGRAMS - Develop a product or service that will fit into your back-end marketing program of your web site designs. Remember, the easiest person to sell is one who has already purchased from you. A continual program will product sales or products or services to customers who have just made a purchase through an infomercial. The best way to promote a continuity item is through a brochure or other sales literature inserted with the original order.

Developing a successful continuity program will only enhance you bottom line, particularly since your advertising message is usually delivered at not additional expense to you. Furthermore, your continuity item is being offered to satisfied customers, because your company made their TV buying pleasant and satisfying.

SEEK RELATED ITEMS - Continuity items should normally be related to the initial product. The consumer purchases your initial product to satisfy a specific need, so it stands to reason that auxiliary products catering to this same need stand a higher chance of success than totally unrelated products.

For example: If an exercise machine is you main product in the infomercial, a monthly vitamin subscription plan can be an ideal continuity program for you; It is related to the customer's original need (to be healthy and fit), and you can count on a hefty profit margin because you advertising costs for the vitamin subscription are minimal.

RELATIONSHIP MARKETING - Continuity may also be looked at as a means to establish a marketing relationship with your customers. Through profile response cars and other dynamic data, you can product a catalog that features several products that cater to the needs and wants defined by your customer base.

To continue with the example above, you can offer your customer (who originally purchased exercise equipment via your infomercial) a wide variety of products and services in a catalog - duffel bags, running shorts, portable CD players, you name it. As the cost of acquiring new customers increases, selling more to the same customers expands the potential for DRTV in almost any market.

BE YOUR OWN COMPETITION - When a product becomes an infomercial success story, vultures hover in a hurry, trying to duplicate your product and your marketing campaign. Such competitors are called knock-offs. In more cases, knock-offs are cheaper versions - in both quality and price. However, one of the most brilliant knock-off DRTV campaigns we've seen broke all the files:

1. The company introduced a product of a higher quality and at a higher price than the original.

2. Both products came from the same company, so the company was actually competing against itself.

3. The same celebrity hosted the infomercials for both products.

The product was Stair Climber Plus, an upscale version of its predecessor, Super Step. Both infomercials featured Bruce Jenner, clearly showing the manufacturer's intent to present competition that did not exist - in the process preempting any legitimate competition. Neither infomercial mentioned the other product, and for a while they were running at the same time.

WHAT DOES THIS STRATEGY ACHIEVE?

Producing your own knock-offs, by competing against yourself, preempts competitors by giving them less room to maneuver. Instead of competing with just one other brand, they have to position their products somewhere between the two that are already in the market.

BROADER MARKET FOR YOU - There is nothing wrong with producing a cheaper or more expensive version of your own product. It expands the appeal to other market segments that may be outside the range of you original product.

GUARANTEED SUCCESS - If people bought your original product, your knock -off is likely to score the same success with its respective market segment.

CREATES A BANDWAGON EFFECT - When viewers see two stair-climbing exercise gadgets competing against each other, it creates more awareness of stair-climbing as a method of exercise. Furthermore, the competition creates the sense that the product is both a popular and effective way to exercise.

THE ADVANTAGES OF USING INFOMERCIALS in your web site designs

SHOPPING WITHOUT GUILT. Direct response television lets consumers shop without having to confront a salesperson. Buying from the tube eliminates any pressure on the consumer. The ability to shop hassle-free makes retail television an attractive alternative.

TIME. Regardless of the product, convenience is always a strong sales motivator. Nothing is more convenient than picking up the telephone to place an order.

UNIQUENESS. Many products sold through direct response are not available through retail outlets. When they are, the DRTV version of the products will have either unique features (like no-smear lipsticks) or carry substantially lower prices.

IMPACT. An audio-visual sales presentation is both compelling and convincing. Since department store sales people are often unfamiliar with the uses, operation, and versatility of all their products, retail outlets consistently fail to get consumers excited about a product. Conversely, a simple product demonstration presented via an info-merical can convey product knowledge, attract interest, and produce an immediate decision to buy.

CANADIAN MARKETS

The Canadian government has passed new laws to clamp down on U.S. mail order and infomercial companies. The goal is to make it expensive and more difficult for Canadians to order from U.S. addresses. The ceiling on tax-free imports delivered by mail or courier will be increased from $20 to $40. The Canadians also have a $5 handling fee on any taxable parcel.

800 NUMBER ACCESS. If your infomercial or DRTV spots airing in U.S. markets spill over to Canada, make sure your toll-free 800 number can be dialed from Canada. Be particularly concerned with super stations like WGN or WOR.

3% SHARE. Your sales from Canadian TV viewers will depend on:(1) the product you're selling, and (2) the TV stations you use for your U.S. airings. Some U.S. companies obtain as much as 3% of their total sales from Canada.

PRODUCTION OF YOUR INFOMERCIAL

7. INFOMERCIAL FORMATS

The right format is at the heart of every infomercial project. To begin with the show is usually a half-hour in length, and there will be significant expense for production.

Your production cost, the way you present your information, the pacing of your show, and its ability to keep the audience glued to the TV depends on your infomercial's format.

Following are two examples of effective formats. Time-Life produced their "Rock N Roll of the '60s" infomercial as a music video documentary hosted by a disc jockey who presents a succession of music videos from a broadcast control booth. Psychic Friends Network made their infomercial a talk show hosted by Dionne Warwick before a live audience.

THERE IS NO SUCH THING AS THE ONE MOST EFFECTIVE FORMAT.

Shoot your info-mercial in a format that best demonstrates the benefits of your product.

Having a roomful of people with serious bald spots may not be the most aesthetically pleasing sight on television. However, it was certainly the most effective way for Ron Popiel to introduce his GLH Formula, a baldness treatment.

If you're having trouble deciding between different formats, watching some of the most popular regular TV programs may offer some interesting clues.

One thing to think about is what your viewers are accustomed to watching on television today. One example of popular programming is tabloid-type programs like "A Current Affair", "Rescue 911", and "Hard Copy." These shows present investigative segments which explore specific subjects in an exciting and entertaining manner.

8. RULES OF SCRIPTING

Once you've established your primary objective and decided on a format, it's time to write your infomercial.

Rule #1. Unless you're an experienced writer who can create a fast-paced, well-staged, logically arranged, audio-visual sales presentation, don't even try writing your infomercial.

Rule #2. Instead, prepare an outline for a script writer. Explain what your product is, its use, its user benefits, and its economic value.

Rule #3. If you think you possess the inherent talent to pen your own presentation, keep this in mind:

KEEP SELLING. Every word must draw blood. You're not there to look cute or impress your competitors with how creative you are. Focus on the product.

Never stop selling. Remember, if the TV viewer does not reach out for the phone to place an order, it won't work.

KEEP IT INTERESTING. With the advent of remote control, your infomercial must be engaging. You may have a potentially good product, but if you cannot hold the viewer's attention, the remote control is your worst enemy.

9. BLOCK SCRIPTING

An infomercial is divided into several smaller segments that are usually repeated within the half-hour show. This is a result of infomercial writers using block scripting (also known as "pocket" scripting) for an info-mercial.

As a rule of thumb, to keep an info-mercial interesting, something entertaining and informative must be happening every 60 seconds.

When preparing your outline, imagine a channel hopper landing on your infomercial at any given part. You have about 60 seconds to give this viewer an idea of what you're selling to keep him interested. If you fail to keep that viewer's attention, you've just lost a potential sale. A fast-paced script will keep your viewer watching.

10. SCRIPTING CHECKLIST

Decide which of the following elements will make up the core of your presentation. These ingredients will influence the style of your show and the manner by which your product will be presented to your TV audience.

TESTIMONIALS. This format presents satisfied customers talking about their successful experiences with your product. You can have actual product endorsers, or you can hire paid performers to do dramatized endorsements.

INTERVIEWS. If you choose to include this format in your infomercial, you must decide whether the interview will panel (with a moderator) or one-on-one (an interviewer with one quest at a time). Will the interview be in a studio or on location?

CELEBRITY ENDORSEMENTS. A celebrity can add credibility and recognition to your product. A familiar face can make channel hoppers stop and watch your infomercial. Effectively used, a celebrity can be a wise investment.

CASE HISTORIES. A product with a demonstrable before-and-after effect, such as diet plans, cosmetics and fitness products, can provide a compelling argument for your product.

DEMONSTRATIONS. If your product's primary selling features are convenience and ease-of-use, you must capitalize on product demonstration as the backbone of your presentation.

ORDERING INFORMATION. This segment usually lasts 30 to 45 seconds. This portion of the infomercial tells the viewer the product's price, accessories, tie-in items, bonuses, and refund guarantees that come with each order.

It shows how the product is packaged and gives the delivery options available. It can be integrated into the DRTV spot or is presented independently.

DRTV SPOT. This is usually a 2 minute spot that summarizes vital points about your product and the ordering procedure. To emphasize important points, most effective DRTV spots use footage lifted from the infomercial itself. The spot should be repeated at least 3 times within the infomercial.

Watch for further updates on Web Site Designs and Site Building using Infomercialsand Media Ventures

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"The long tail" is a phrase that has been buzzed into our consciousness by Chris Anderson, executive editor of WIRED magazine. His book, The Long Tail, is an "impact book" -- the most important book in years. You can read more by clicking on

http://longtail.sitesell.com/jbtrep.html
Digg It!

"The long tail" is a phrase that has been buzzed into our consciousness by Chris Anderson, executive editor of WIRED magazine. His book, The Long Tail, is an "impact book" -- the most important book in years. Read it. If you understand The Long Tail (and you must -- this is why The Long Tail is the only "must-read" recommendation I have ever made), you understand the future of small business, how you fit in, and how to capitalize upon it. So... understand it. Profoundly. If you skip this book, you do yourself and your small business a disservice.

The capsule summary...

Long Tail marketing treats consumers as individuals with unique interests and needs. The long tail indicates smaller and smaller volumes of each product sold for an ever increasing number of "nichier" products

(as you move farther to the right).

Small business thrives in the long tail. You only need a few thousand people in the entire world to be interested in what you offer. Want to video-blog? Do it! NBC or FOX requires an audience of millions to be profitable. You, though, can profitably broadcast to a passionate audience of "one-sies and two-sies" (to paraphrase Mr. Anderson).

So grab the stage. Compete! Markets are fragmenting into near-infinite niches. Even the niches have niches.... Yes, each niche has its own long tail... a "mini-tail," the author calls this, "each of which is its own little world." This has major implications for your small business. (More on this in the interview with Mr. Anderson below.) Lest this sound like business nirvana, there is a catch. Neither the Net nor the long tail suspends the basic laws of sound business practice. Consider these sample truisms... Sell a great product. Conduct yourself ethically. Care. If anything, principles like these are amplified 1,000-fold. Why? Because customer power is amplified 1,000-fold. Conduct yourself badly and "Long Tail

Driver #3" will

filter you out... fast.

While Driver #1 makes it easier than ever to create and produce, it is not enough. You must produce a high-quality product. Once you achieve that, you must "convince" Driver #3 (the "filters") to send demand down that long tail to find you.

What about Driver #2? Get aggregated. For example, Google aggregates your passionate site about tortoise propagation with others about tortoises and pets (broader). It then offers your "product"

(through AdSense Ads on your site) to pet shop advertisers. But be more than an "aggregatee." Become an aggregator. Tortoise lovers find your site through thousands of search terms -- yes, thousands, each looking for a specific tortoise-related topic. They are your long tail. When you become an aggregator, you own your business in powerful new ways. Master all three "Long Tail Drivers" to succeed online... Long Tail Marketing For Small Business.

Let's return to your tortoise propagation site for a moment. Google AdSense aggregates your site with others to sell Google Ads to pet shop advertisers

(Driver #2). But there's more...

If you, the tortoise site owner, deliver quality, original content, Google Search will know it. As an aggregator of good content, that is Google Search's role. So Google Search sends free and highly targeted visitors to your tortoise site, traffic that can be monetized in other ways. And therein lies a fascinating part of The Long Tail. Within the long tail of all Web sites, within the long tail of Web sites about pets, and even drilling down to the Web site about tortoises...

There lies a long tail within the long tail.

Your small business itself has a long tail, one for you to mine and monetize... "curves within curves within curves," as Mr. Anderson says in The Long Tail. "The Long Tail is made of many mini-tails, each of which is its own little world." Your tortoise site aggregates its own long tail of visitors, from those seeking basic tortoise propagation information to those seeking mating videos about rare species (it takes all kinds, that's the point!). And here's the best news yet for small businesses of all kinds...

You have a strong advantages when it comes to competing in the "long tail within"...

The interview with Chris Anderson elaborates upon key areas in The Long Tail that are important to small businesses of all kinds...

Small businesses both have a long tail ("aggregator") and are in someone else's long tail ("aggregatee"). What is the difference and why is this important? The long tail of keywords (the top 20 vs the next 8,000) that find a high-value content site. Why your traffic and money lie in the long tail, not in the "SEO'd" words.

What "classical SEO" does to the long tail of keywords -- why this will be more and more important in coming years. Understanding your clients as you slide down your keyword long tail. Why your personal knowledge to your niche more effectively than big companies. Starting out? Starting over? Where in the long tail

should you compete (ex., tropical travel vs. Caribbean vacation vs. Anguilla living)? The tighter the niche, the greater the importance of "two way passion."

How do you use filters (from Google Search to Netflix filters) to push Demand down the long tail where it meets your site? The future. Where are the next great long tail opportunities? What will the long tail look like in two years? What should you do to be there?

Listen to this rare opportunity (35 minutes) as one of the most important e-business thinkers today expounds upon the future of small business and how you can position yourself, not merely to meet what is coming, but to defeat multi-nationals by mastering your particular niche. If you prefer to read, here is the written transcript of the interview.

During this half-hour conversation, Mr. Anderson states... Every one of us -- no matter how mainstream we might think we are -- actually goes super-niche in some part of our lives... we let our enthusiasm take us deep.

And... You can find everything in the long tail. Combine those thoughts to understand the opportunities of your niche business.

A few of "everyone" are interested in you. Understand Long Tail Marketing to understand how to turn that into a passion-driven, niche-fueled small business. Understand that The Top 10 searches at Google account for only a small minority if its searches. And half of their 200,000,000 searches per day are unique. That means that more than half of our traffic is unique...

Out of that massive long tail of search, the "tail within a tail" will find you. And once you aggregate your own stream of mini-long tail visitors who connect with you in more ways than one, you are ready to use Driver #3 to monetize.

Build a long-term, passion-driven business with equity online. Become a Long Tail winner. Don't merely "be aggregated"... Aggregate your own Long Tail of customers and own your own business. It's all in the long tail. Naturally, the single best way, by far, to execute "Long Tail Marketing" is with Site Build It!.

Nothing comes close to providing your with both process and tools to become a Long Tail winner... someone who makes money by using all three driving forces well. Don't merely "be aggregated"...You can aggregate your own Long Tail of customers and own your business. And naturally, pass that same message on to your friends, family, Web site visitors and e-zine and blog readers by sending them to your unique RR URL.

It's all in the long tail.

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