by: Jim Pryke
You?ve probably heard the standard advice about keywords.. ?Find lots of keywords that are relevant to whatever you?re selling, get lots of traffic, and you?ll make lots of sales?. Sounds sensible, doesn?t it?
Unfortunately, it?s rarely that simple.
To make it clear why that is, let?s start with an extreme example. For a site selling horses, the phrase ?horse pictures? is clearly relevant. In many ways, it looks like an ideal phrase. It gets quite a lot of searches. There is very little competition in organic listings. You can get very prominent positions for this phrase cheaply on most pay-per-click search engines. But you are very unlikely to ever sell a horse using the phrase ?horse pictures.?
Why doesn?t the phrase ?horse pictures? generate sales? Because the people who type this phrase into the search engines are either the parents of children who want to look at pictures of horses or the children themselves. In almost every case they have no interest in buying a horse. Worse yet, they have no place to put a horse if they did purchase one. The most persuasive sales copy in the world couldn?t sell these people horses.
The phrase ?horse pictures? connects you with the wrong person. Many other phrases connect you with the right person, but at a time when they are in the wrong mindset. If you have the right person in the wrong mindset, you will probably fail if you try to bully them into buying. But you can often make sales by leading them into the desired mindset.
How do you change someone?s mindset? It?s often easier than it sounds. Just figure out what the person wants and give them exactly that. Then immediately follow up by offering what you want them to buy.
Continuing with horses, here is an example. Imagine that most of your horses are sold to dressage enthusiasts. Let?s say that the big dressage event is called ?Dressage 2005? (not a real event as far as I know, I?m making it up for this example). Let?s also suppose, for the sake of example, that there were a huge number of searches last year for the phrase ?dressage 2004 schedule?, so you have very strong reasons to expect a lot of searches for ?dressage 2005 schedule?.
In order to convert a reasonable percentage of the people who search for ?dressage 2005 schedule? into buyers, you need to create a landing page on your site that features the schedule of events for ?Dressage 2005? very prominently. Make it as clear and detailed as possible. Immediately below the schedule place a headline that presents your horses for sale as compellingly as possible, and include sales copy and / or pictures to entice visitors to check out your horses. Done properly, this solves your visitor?s problem, frees them to think about other things, creates some small measure of goodwill, and coaxes them to consider your horses for sale.
The easiest sales are made to the right people when they already have the right mindset. Phrases like ?buy horses? and ?horse prices? can put cash in your pockets, but if your market is competitive, it will be hard to get good listings in organic searches and expensive to buy them in pay-per-click listings.
If you master the subtle art of adjusting the mindset of your visitors, you can make money in almost any market.
Copyright 2004 Jim Pryke
About The Author
Jim Pryke provided search engine marketing expertise to his clients as president of NetInstitute Inc. for more than six years beginning in 1997. He has now moved on to a career in social services, but he can?t resist dabbling in search engine marketing and sharing his experience at http://netinstitute.com.
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Miscellaneous Racing Sports
Miscellaneous Racing Sports
by: Joel Noah
Racing is a sport that has been in existence literally for thousands of years. It?s certainly progressed since the days of the chariot races in ancient Greece but the drive behind racing still remains the same. When people race, regardless if it?s cars, boats, horses or themselves they do it to win. Being declared the fastest is the ultimate goal.
Races have progressed significantly since their inception. History shows that the first races were on foot; two or more men racing one another to determine which was the fastest. We still have foot races today and they can be incredibly competitive with challengers vying for the prestige of Olympic gold medals.
Races involving cars have gained popularity in recent years. Motor sports fans can attest the fact that watching a Formula One or NASCAR race can get the blood pumping. The drivers race at breakneck speeds with an incredible amount of precision....
Miscellaneous Racing Sports
Horse > Miscellaneous Racing Sports
Zermatt, the Eternal Alpine Snow, and a Peek at Switzerland
Zermatt, the Eternal Alpine Snow, and a Peek at Switzerland
by: Joy Cagil
Mont Blanc stands proud as the highest Alp. Yet one of the most photographically reproduced is Matterhorn with the village of Zermatt at its feet.
When I first saw Matterhorn from the ground up, I felt as if I was looking at a solidified ardent flame. A native who saw me look at it with awe said: ?You can climb it,? as if it were nothing. I laughed...not at him but at me. I wouldn?t dare think of trying that.
In Zermatt, as well as other places, locals show off their skill by the number of times they have climbed the Matterhorn; although, many fall numerous times. A local had climbed it more than 300 times. His wife shrugged: ?Useless to say how many times,? she said. ?The mountain is going nowhere. It stays there and only the workless (also meaning worthless) do the climbing.?
There are no cars in Zermatt. Transportation is possible by using the cog train...
Zermatt, the Eternal Alpine Snow, and a Peek at Switzerland
Horse > Zermatt, the Eternal Alpine Snow, and a Peek at Switzerland
Dolphin Swim Seminars
Dolphin Swim Seminars
by: Dr. Laurie Moore
Dolphins love to be in bliss. they have a wonderful capacity for
sweeping peoples' hearts into places of newly experienced joy.
I thought I was a person who felt a lot of joy all my life. However, once I experienced being befriended by dolphins, bliss took on a whole new meaning. From my encounters with dolphins I have learned that the deepest joy can fill me from the tip of my toes to the top of my head and deep in my heart. This kind of joy is unconditional. It is something I bring to situations rather than something I try to receive from situations.
Here's an analogy. If you
don't give yourself water for a long time
and then wring out a
towel day after day in search of water,
you get little. If you drink big cups each day, your body feels hydrated and full of water all the time. So you don't need to drain your water form a source that is dry....
Horse > Dolphin Swim Seminars
The Entrepreneur's Checklist
The Entrepreneur's Checklist
by: Tim Knox
I was asked the other day what personality traits I thought were important to entrepreneurial success. I immediately gave my preprogrammed reply about passion and dedication and hard work. After taking some time later to ponder the question a little deeper (I normally operate in shallow waters), I came up with a more detailed checklist for entrepreneurial success. This is by no means a definitive list, but I'd be willing to bet that if you don't have at least a majority of these traits, your chances of business success will be greatly diminished.
You must be self motivated.
If you don't have the wherewithal to bounce out of bed each day without your spouse drenching you with cold water, chances are you don't have the self motivation or discipline required to be an entrepreneur. Business demands that you take action based solely on your own volition. You have to do a hundred things every day that...
The Entrepreneur's Checklist
Horse > The Entrepreneur's Checklist
What is a Secured Loan?
What is a Secured Loan?
by: John Mussi
A secured loan is simply a loan that uses your home as security against the loan. Secured loans are suitable for when you are trying to raise a large amount; are having difficulty getting an unsecured loan; or, have a poor credit history.
Lenders can be more flexible when it comes to secured loans, making a secured loan possible when you may have been turned down for an unsecured loan.
Secured loans are also worth considering if you need a new car, or need to make home improvements, or take that luxury holiday of a lifetime.
Benefits of secured loans include:
Lower monthly repayments than unsecured loans
The ability to borrow more money
Spread repayments over a longer period of time
More detailed information??
A secured loan is a type of loan available to people with securable assets. Usually these assets take the form of property, such as a home; this is why...
What is a Secured Loan?
Horse > What is a Secured Loan?
How To Care For Your New Foal
How To Care For Your New Foal
by: Mark Andrews
You have waited eleven months for your foal to arrive. Now he is here what can you do to ensure he gets off to the best possible start in life?
Make sure that the foal sucks. A normal foal should stand and drink from the mare within two hours. If the foal is having difficulty sucking, or is not interested, he may have serious problems. Call an experienced horse vet sooner rather than later.
Colostrum, the first milk, is very important. It contains all the antibodies your foal needs to protect him from infectious disease. A foal needs between 1.5 - 2 litres of good quality colostrum. It is most important to make sure he gets enough.
If the foal won't suck you can collect some colostrum from the mare and give it by bottle. Or the vet can put it directly into the foal's stomach using a tube. Colostrum substitutes are available if the mare doesn't have any milk.
The foal's intestines...
How To Care For Your New Foal
Horse > How To Care For Your New Foal
How To Enjoy Adventures In Bali
How To Enjoy Adventures In Bali
by: Yulia Inda Yani
Bali is to everyone not only known for it?s indigenous culture, people, but also known for it?s nature, i.e.: magnificent mountain, alluring sea, beaches, pristine forest, waterfall, hot spring, rice fields, flora, fauna, traditional villages, etc are the great asset that Bali has to offer. It attracts the tourists to come to Bali especially to those who are fond of travelling. They like to go to the places where they can recharge their souls, unwind, release the tension from work, and simply enjoy what life has to offer.
While enjoying the great view, you may thoroughly enjoy the adventures in Bali through joining adventure activities that available in Bali, such as: horse riding, elephant ride, quad & buggy ride, bungy jumping, buggy drive, village trekking, forest & mountain trekking, cycling, hiking, rafting, sea cruise, land cruise, scuba/diving, snorkelling, water sports, land tours...
How To Enjoy Adventures In Bali
Horse > How To Enjoy Adventures In Bali
Scootabike - Number one in Wooden Toys
Scootabike - Number one in Wooden Toys
by: Stefan Driess
ScootAbike is set to become the must have present for UK children this Christmas
Scootabike is set to become the must have present for UK children this Christmas. Already popular with European parents leading wooden toy company Wooden Choice Limited (http://www.woodenchoice.co.uk) are launching Scootabike to the UK.
ScootAbike is the perfect early introduction to cycling. At first, your child will use it like a hobby horse, at least one foot firmly on the ground. As confidence develops, they'll begin to lift both feet, scooting forward and balancing, maybe dabbing a foot to the floor occasionally if the bike tips. Soon, they'll also be having a whale of a time, not least because this is no heavy, unresponsive child's bike; it weighs just 3.5kg.
As your child grows, the saddle can be adjusted for height. The three settings...
Scootabike - Number one in Wooden Toys
Horse > Scootabike - Number one in Wooden Toys
The ?Keyword Relevance? Myth hearing aid
Building Trust in the Workplace: A Valuable Topic for Leadership Training
Building Trust in the Workplace: A Valuable Topic for Leadership Training
by: Richard L. Williams, Ph.D
Trust is the foundation of all successful interpersonal relationships, both personal and business. Trust is the confidence or belief a person feels toward a particular person or group. Trust is, therefore, one of the primary binding forces in any interpersonal relationship. It permits people to overcome doubts and unknowns and enjoy peace of mind. The absence...
The ?Keyword Relevance? Myth Building Trust in the Workplace: A Valuable Topic for Leadership Training puppy training
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The ?Keyword Relevance? Myth gift basket
Destination Wedding - Maui?s Maluaka Beach Park
Destination Wedding - Maui?s Maluaka Beach Park
by: Diane Page
A couple seeking a truly magical wedding may opt for a destination wedding on the beautiful Maluaka Beach in Maui. Maluaka Beach is an ideal location for a destination wedding because it offers the picturesque scenery of a typical beach that is also adjacent to a beautifully landscaped park and picnic area that is ideal for the reception of your destination wedding. The landscaped area serves as...
The ?Keyword Relevance? Myth
Horse > Destination Wedding - Maui?s Maluaka Beach Park
Should You Send Save the Date Cards to Your Guests?
Should You Send Save the Date Cards to Your Guests?
by: Sara Haese
You?ve probably heard about Save the Dates since they have become quite popular with brides but you might not know exactly what purpose they serve.
People?s lives are getting increasingly busier and more tightly scheduled so that?s where Save the Date announcements come in handy. You want to make sure that your guests, especially family and close friends, keep the date of your wedding open...
The ?Keyword Relevance? Myth
Horse > Should You Send Save the Date Cards to Your Guests?