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The discipline of marketing can often be complex and confusing. As a marketing veteran, I have seen countless marketing professionals get hung up on various aspects of marketing which have little impact on actual marketing results.

Based on my experience, there are four critical elements to an effective marketing campaign. Whether you’re looking to improve your search engine marketing results, internet marketing, or marketing in general, be sure to follow these simple guidelines which I refer to as the A.T.O.M approach.

A.T.O.M - Audience, Timing, Offer, Message

1. Know Your Audience. No one can effectively market, communicate, or sell without knowing their audience or what motivates them to buy. Is your potential customer male or female? Young or old? A first time buyer or frequent purchaser? Are they the final decision maker? Do they have preferences for a particular product, service, or delivery method? The more you know about your audience, the more targeted and relevant your marketing can be.

2. Timing is Everything. Even with the most convincing marketing campaign, prospects will have no interest in your product or service if you aren’t communicating to them at the right time. Be sure your marketing message is in front of prospects when they’re ready to buy. This could be at a particular time of year or perhaps prior to a life event.

3. Finding the Right Offer. In direct marketing, experts say that results are 40% dependant on your list, 40% on the offer, and 20% on your creative. The same is true for internet marketing, search engine marketing, and the like. Test your offers and find the one that out performs all the others. This offer should continually be tested and refined to improve your results.

4. Its all about the Messaging. If you know your audience well enough, you should be able to craft a message that addresses their needs and differentiates your product or service from the competition. Additionally, be sure to stress benefits over features. This will give your audience a reason to read, try, and buy.

The next time you are conducting a marketing campaign, use the A.T.O.M. approach. Knowing your audience, ensuring that you reach them when they’re ready to buy, experimenting to find the most productive offer, and communicating to them productively, are essential for any marketing campaign to deliver results.

Michael Fleischner is a marketing, internet marketing, search engine optimization, and direct marketing specialist. He heads Marketing Scoop, LLC, and is a Marketing Vice President of a major publishing company. He can be contacted at mfleischner@marketingscoop.com. Visit http://www.MarketingScoop.com for further details, FREE Marketing resources, or more FREE reprint articles.

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It works without fail, every time. It can work with everything you are selling or promoting. It works on the principle of giving before receiving, and of offering more in value than you are getting in cash. Your prospect must perceive an increase for themselves in order to want to interact with you. Magnetic marketing is the technique that does this. Then this same technique is used to convert a prospect to a sale or business partner.

What is magnetic marketing? It is a process of attracting leads to you by offering them something of value first. Using ezine classified advertising and solo ads for an example, don’t try to close the deal all at once by attempting to drive your prospect to your website. Instead, start by giving the targeted prospect an offer they can’t refuse.

Using my own business ad copy as an example, here is an ad I ran before I had put the magnetic marketing technique together for this business that is an example of NON magnetic marketing:

Catch the Buzz - Discover Revolutionary Health and Wealth!
As seen on TV Superfood is now yours to use and make $$ with
Low cost! No personal sponsoring to make money! No minimum!
Weekly Pay, 100% Matching Bonus, 2×7 matrix, Incredible Team
Visit and learn more right now: http://acai-4life.com

Admittedly, the ad copy is not my best, written off the cuff right when I had started with this new company. However this kind of advertising can and does work, don’t get me wrong! The thing is, it is only a trickle of results compared to the massive results you can get by incorporating magnetic marketing into your business model.

The main problem with this and so many other ads is: they all really want the prospect to get excited and ‘click here’ without offering anything in return to really motivate them.

For about $50 my ad ran and is right now still running to about 6 million ezine subscribers - with an audience that is mostly small business and internet related. I got and am still getting that trickle of results.

Now how about transforming it into a magnetic marketing campaign?

Take that same $50 and micro-target your audience. Since my company pays quite well with retail sales I could find health-related ezines. Then you can either purchase classified ads or solos. Even with a small subscriber base of two or three thousand, you will get a lot of leads and sales. Your new magnetic marketing will now have ad copy reading something more like this:

Did you know Free Radicals Accelerate Aging and Cause Cancer?
Discover everything you NEED to know about the massive damage
they cause, & the most essential antioxidants needed to fight them.
Learn little known secrets of health, anti-aging and disease
prevention in this free e-course: vitalhealth@robotreply.com

(If you like, you can subscribe, the email address and series are real).

What makes this ad now magnetic is that instead of trying to ‘make the sale’ of even driving your prospect to your website right away, your prospect now has the drive to contact you. In doing this, they become your lead.

They want to receive valuable information on a topic that interests them. They are plugged into your autoresponder and at the bottom of each valuable article in the series you send them, you drive them to your website. They now see you as a valuable provider of information and are more inclined to visit your website and do business with you.

Magnetic marketing works in any type of business or niche category. Give it a try. Put together some relevant content and make a valuable series for your prospects to subscribe to. Your business provides the solution to someone’s problem. Create a series of informative articles, reports, or ebooks that provides in depth information on the problem and solution.

Create an ad that addresses that problem, and propels the prospect to obtain the vital information you will give them for free that is the solution to their problem. Apply this to your marketing campaigns - by offering something of value to your prospects your magnetic marketing will massively multiply your advertising responses, leads and sales.

Carina MacInnes is a writer and small business owner. She offers a customized model of magnetic marketing for her partners to copy. Her unique product has the most powerful natural Brazilian antioxidants and nutrients for anti-aging and revitalized health. For info on how to make money using and distributing this product, click here: http://imagineacai.com

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Okay, there are some variables in this internet or network marketing world. If I am meeting people face-to=face, it helps to have brushed my teeth, to have bathed, to have put on some decent looking clothes, etc. If I neglect these things, my sales WILL suffer to some extent. Online, if my website has links that don’t work, or if it looks like it was designed by my 10 year-old son, my sales might suffer. I think, however, that most of us understand that side of the equation.

I think that MOST people (not all, I am sure) realize that presenting most products or services to untargeted audiences can also lower successes.

However, I am going to talk about some generalities here, and I am going to assume that I am trying to sell something that has SOME value to SOMEBODY, SOMEWHERE. To tell the truth, I could be talking about trying to sell a rock from my backyard. Got to be careful there. My neighbor’s horses get into the pasture from time to time, and I would have to make sure I actually had a rock! Come to think of it, there IS a market for horse manure. See, you CAN sell almost anything.

Anyway, see if you can get this concept.

I have something of value to sell, and I offer it to one person. Then I go home and assess my success. How do you think I did? Did I sell it?

That’s right. Probably not.

Okay, so now I go out and offer it to two people and then go home. How did I do this time?

Hard to say, but you can see that I had a slightly better chance.

Let’s try this one.

I buy a billboard ad on a major interstate, and 80,000 people a day see my ad. What are my chances now?

Things are looking up, right? I actually have a chance of making a few sales.

Leaving aside the variables, such as how good the sign was, did the people in the cars have a chance to read the sign, etc., what was the key factor in improving my success?

That’s right! It was the number of people who had a chance to see my ad.

So now I have this great web site with a fantastic product or business opportunity. What am I looking for?

That’s right. I want traffic! Lots of traffic. In fact, leaving out the variables again, the more people I can get to visit my web site, the better my chances of making sales.

Years ago, a major financial services provider conducted an in-depth study of their most successful sales people. Their findings are not surprising. The most successful sales people, the people who earned the highest amount of commissions, simply talked to the most people.

Many people who join internet marketing or network marketing ventures are looking for the great “get rich quick” plan that is going to make them millions. Note the use of the words “make them millions”. They are often of the opinion that the program is going to make the money for them. After a few swings at making sales, they give up and quit, thinking that network marketing, and these days, internet marketing, is a bunch of…well, you know…what my neighbor’s horses leave in my pasture. They go their ways convinced that they’ve been had, taken for a ride. In their minds, all marketers…network, internet, or both…are con artists.

Two perfectly honest friends of mine who became millionaires in different network marketing companies used a very simple technique to achieve success. They each handed out brochures over a couple of years to everone they met until one day the dam broke, so to speak.

When I started marketing on the internet, I had no clue what I was doing, or how to get traffic, but I knew I had a product that a lot of people would be interested in. I figured out that with my lack of skill and knowledge I could only hope to make a few sales from any web site I could come up with. In fact, I only used free hosting services.

My tactic was simple. If I could only get a few sales from any website, I would make a lot of web sites that each made a few sales. A couple of years later, I was making over $20,000 a year on the internet, using these dinky little free sites for the most part. In the meantime, I had learned a few more advanced techniques, and as I began to improve my websites and get my own domains (financed by my free sites), my income grew to over $100,000 a year and continues to grow.

Even with the new domains, the free sites continue to bring in traffic and income, and the simple equation remains. The more people that I can put my sites in front of, the more money I make.

That’s why I say, “1, 2, 3, the numbers are the key”.

Donovan Baldwin is a Dallas area writer. A graduate of the University Of West Florida (1973) with a BA in accounting, he is a member of Mensa and has held several managerial positions. After retiring from the U. S. Army in 1995, he became interested in internet marketing and developed various online businesses. He has been writing poetry, articles, and essays for over 40 years, and now frequently publishes articles on his own websites and for use by other webmasters. He has blogs on the subjects of weight loss and health, hybrid cars and alternative fuels, and internet marketing and related business topics.

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