Welcome to Local Business Online


    Helping You Reach Financial Freedom Through Your Local or Home Based Business

    August 11, 2004

    Editor - Rocky Tapscott


    In this edition -


Welcome to you all. Thankyou for taking the time to read my Newsletter.

Hello once again.

As I sat down to write this issue, an email from Jim Edwards popped into my email box, and it was so relevant to what I was going to say today anyway, it is included in full below as today's feature article.

Jim is a master marketer who has helped many other people make a great living online. He's a little irreverent sometimes, but his audio newsletters are often funny, free of B.S. and usually get straight to the point.

I'll just let you read the article first up, then make some comments and observations at the end.

If you enjoy reading this article, then you might want to visit his site and subscribe to his ezine

I hope you enjoy reading this issue of the Newsletter,

Until next month,

Kind Regards,



Increase Sales By Flying Under Your Prospects' "Radar Defences"       

- by Jim Edwards

(c) Jim Edwards - All Rights reserved

How do you persuade someone to do what you want them to do?

A whole world of marketing exists around us trying to do that every minute of the day.  Do you even notice it anymore or, like your prospects, have you subconsciously set up a system of "radar defences" against the daily bombardment of marketing messages?

Take a minute and count up the advertising methods which fight for your attention (and money) every day.  Just the basic list includes:

· Yellow page ads

· Newspaper and magazine ads

· Postcards, catalogues, and direct mail circulars in your
  "snail mail" box

· Radio pitches interrupting the flow of your favorite songs

· TV ads - about 20 minutes worth per hour now

· Hundreds of storefronts, "mega" malls, and strip malls

· Highway billboards by the thousands

· Circulars hung on your doorknob

· Illegal signs on stop signs and telephone poles

· Legitimate email messages

· Spam email or UCE (unsolicited commercial email)

Just these 11 sources can overwhelm your brain with marketing messages.  Like trapped rats, people develop defences against this never-ending onslaught.  They throw up a wall or a "radar defense" that goes into action the minute they smell a "pitch" or a sales job.  Don't blame them. We all do it!

So how can you get around this psychological wall against the constant sales and marketing messages? Well, the answer does NOT lie in hitting people with more frequent and obnoxious advertising or sly, sneaky tactics.  You might get them to trust you for a minute, but it will backfire in the long run. 

You must do two things instead:

1. First, you must establish credibility for yourself and your business as an expert. 

2. Second, you must reduce their fears about doing business with you. 

Doing these two things will get you past their defences and allow you the opportunity to persuade them to buy your product. 

So how do you accomplish these two "simple" things? What will win someone's attention, raise your credibility, and lower their fear factor all at the same time? The one-word answer really applies to most everyone. 


If a seller can get behind your defences with information which makes you trust them, then that credibility will carry over into a sale much of the time. 

How can you get this credibility?

Well, take this next fact as online marketing "gospel," for many people have proven its effectiveness. 

Fact: Publishing and promoting with free articles gives you one of the most powerful opportunities available to tip the buyer's credibility scale in your favor. 

How can we prove this works? Quite easily actually.  Take a break from reading this and go check out a newspaper or magazine for a minute. 

Which do you trust more, the ads or the articles? Most people will choose the articles hands down.  Why? Because the articles don't try to "sell" you anything. Instead, they hand out useful information for educational or other practical purposes. 

Most of us grew up in a culture which says we can believe and "trust" what appears in the standard "news" or "information" format.  In other words, if it appears in print, then we can believe and trust the author.

So go ahead! Use this lifetime of conditioning to your advantage in selling your products and services!

Very few things will create an atmosphere of trust and confidence in people as reading one of your articles on a subject that greatly interests them.  It shows you know your business. It also demonstrates you will do more than just try to sell them something. 

Publishing articles literally lets you fly under their advertising "radar defences." 

So remember these points when deciding whether or not to use articles to promote your business:

1. Few things create as much trust and confidence in the minds of potential customers as reading an article you wrote on a subject which specifically and intensely interests them. 

2. Articles establish credibility quickly because, right or wrong, we've all been trained to trust the "news." 

3. An article, or series of articles, will differentiate you from the competition, who bombard people with nothing but sales messages. 

4. Providing content-rich, non-sales-oriented articles will also help build and solidify your relationship with existing customers so they give you repeat business. 


Jim Edwards is a syndicated newspaper columnist and the co- author of an amazing new ebook, "Turn Words Into Traffic," that will teach you how to use free articles to quickly drive thousands of targeted visitors to your website or affiliate link!
Click Here ==> http://www.turnwordsintotraffic.com

Hi, it's Rocky again...

Jim's point about establishing credibility with your customers is so important, especially with your online Business. It's bad enough when you can physically see the person you are dealing with. Imagine your new prospects apprehension at giving you their credit card details on the 'net having not ever met you or heard from you before. Now that's a pretty big barrier to overcome...

How many times have you walked into a store, only to be confronted with a sales person who you intuitively just didn't trust. You couldn't put your finger on why, you just didn't feel comfortable talking with this person.

Now imagine your customers feelings when all they have to go on is a website. Their defences are on high alert and their B.S. meter is looking for a reason to hit the back button at the slightest provocation.

Writing articles containing stories that customers in your market niche will be interested in and having them published not only in your own Newsletter but by hundreds of other website owners as well will give your site residual traffic long after you send the article out, because many website owners will use your articles as website content instead of in ezine articles, which will be around and read by their visitors for years to come.

You must be so careful to build credibility with your prospects from your very first contact. Do this, and both your online and offline sales should help put a smile on your face.

If you would like to learn how to create powerful articles that virtually force readers to visit your website, then Turn Words Into Traffic will show you how to do just that. 

Writing compelling articles and submitting them to other websites and ezines as free content is one of the highest leverage activities you can do for your Business, because if people like what they have read, then will often visit your website to find out more information. 

This is your chance to make such a compelling offer that they will then want to join your Newsletter or ezine list. 

You have already earned their trust with the valuable content that you gave them in your article, so if you can convince them to join your list, you will have the opportunity to offer them your products and services forever, if you look after them and treat them right. 

Find out how to write just the right kind of articles that build trust and credibility by reading Jim's Book, Turn Words Into Traffic, so that when your reader visits your site, they already want to learn more from you...and you will be able to turn Your words into your traffic...


Have you read through the Subscribers-only Bonus Reports?

These Reports are available only to subscribers. I know some of you will share them with your friends and that's OK, but they are for your benefit, not just anyone.

The lessons discuss several additional strategies you can implement in your Business to immediately increase your income - remember, your goal should be creating Multiple Streams of Income, so that if you lose one, your lifestyle isn't put in jeopardy.

Please write and let me know if you find these additional Reports helpful, and if there is anything else you would like explained further or added.

You can read these additional articles by clicking on the Back Issues link in the email I sent you to let you know that this Newsletter was available, or by Clicking Here


Contact Information -

I welcome your questions and feedback, so if you have any comments ideas or suggestions for future articles, these would be most welcome.

To get in touch, please send me an email using the form on the Contact Page.

If you feel you have learned something from the articles in this Newsletter, please forward the introductory email or this page from your browser on to friends and associates.

If you have been forwarded this Newsletter by a friend, and would like to subscribe yourself, you can do so by Clicking Here.

Again, thank you for reading this issue of my Newsletter.

As always,

Expect Success,


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