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	<title>Payday Loan and Cash Advance Financial News Blog &#187; Brad A. Plumb</title>
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	<description>Money Blog News &#38; Finance Education</description>
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			<item>
		<title>Get Short term loans &#8211; it&#8217;s never been easier!</title>
		<link>http://personalmoneystore.com/moneyblog/2010/02/05/235-short-term-loans/</link>
		<comments>http://personalmoneystore.com/moneyblog/2010/02/05/235-short-term-loans/#comments</comments>
		<pubDate>Fri, 05 Feb 2010 18:01:39 +0000</pubDate>
		<dc:creator>Brad A. Plumb</dc:creator>
				<category><![CDATA[Loan Facts]]></category>
		<category><![CDATA[Short Term Loans]]></category>
		<category><![CDATA[1500 short term loans]]></category>
		<category><![CDATA[2 hour short term loans]]></category>
		<category><![CDATA[easy short term loans]]></category>

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		<description><![CDATA[Are you feeling like you’re at the end of your rope? Short term loans can help!
Everyone can agree that these are tough economic times. Good, hard working people have had to ask for help. If you have an emergency and need cash fast, short term loans are your answer. Do you have a bill that [...]]]></description>
			<content:encoded><![CDATA[<h2>Are you feeling like you’re at the end of your rope? Short term loans can help!</h2>
<p><img class="alignright" title="Get Short term loans - it's never been easier!" src="http://lh5.ggpht.com/_ILA-VL6ldSQ/Ssu63ztiIuI/AAAAAAAABaY/UKQKYQ73zPU/s576/27_2509324.jpg" alt="" width="237" height="414"  style="display:block;float:right;border:none;"/>Everyone can agree that these are tough economic times. Good, hard working people have had to ask for help. If you have an emergency and need cash fast, <strong><a href="http://personalmoneystore.com/moneyblog/2010/01/26/235-personal-installment-loan-payday-loan/" title="short term loans">short term loans</a></strong> are your answer. Do you have a bill that has to be paid now? Even with less than perfect credit, <a href="http://personalmoneystore.com/moneyblog/2010/01/26/235-paydayloans/" title="short term loans">short term loans</a> can help.</p>
<h3>Qualification is easy. There are 3 basic requirements:</h3>
<ul>
<li>You must be 18 years or older</li>
<li>You must have a job</li>
<li>You must have a checking account</li>
</ul>
<p>If you meet these requirements, apply. You may have other questions, specific to you. Just apply. The application is quick, just a couple of minutes. No credit checks and <strong>no application fee</strong> so you have nothing to lose. You can apply below or to the left.</p>
<h3>Remember, with short term loans:</h3>
<ul>
<li>It’s completely online. No faxing, no mailing</li>
<li>It’s secure</li>
<li>Up to $1500</li>
<li>Quick application process and quick response</li>
<li>Funds in your account, sometimes in 2 hours or less</li>
<li>No credit check-bad credit, bankruptcy is okay</li>
<li>Military loans available</li>
</ul>
<h3>Your credit</h3>
<p>Good credit is very important for so many things. Buying a house or a car calls for good credit. Getting a short term loan does not. You can get short term loans with bad credit, even with a bankruptcy. It’s important to <strong>rebuild your credit</strong> if you have a problem on your credit report, and short term loans are great for this. Did you know every time you apply for anything that requires a credit check, you get a “hit” on your report and lose a few points? Since short term loans <strong>don’t require credit checks,</strong> there are no “hits.” You also can avoid late payments going on your credit by taking out short term loans and paying the bills before late payments come along.</p>
<p>Another great thing about short term loans, unlike a credit card where you can spend more than your credit limit (affecting your credit report again), short term loans are a set amount, meaning you can’t go over your limit. You know how much the loan is for, how much the payments will be and when and how it will be paid off.</p>
<h2>For easy short term loans, apply here!</h2>
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]]></content:encoded>
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		</item>
		<item>
		<title>What is a Personal Installment Loan Versus a Payday Loan?</title>
		<link>http://personalmoneystore.com/moneyblog/2010/01/26/235-personal-installment-loan-payday-loan/</link>
		<comments>http://personalmoneystore.com/moneyblog/2010/01/26/235-personal-installment-loan-payday-loan/#comments</comments>
		<pubDate>Tue, 26 Jan 2010 18:01:10 +0000</pubDate>
		<dc:creator>Brad A. Plumb</dc:creator>
				<category><![CDATA[Installment Loans]]></category>
		<category><![CDATA[Payday Loans]]></category>
		<category><![CDATA[bad credit installment loans]]></category>
		<category><![CDATA[bad credit payday loans]]></category>
		<category><![CDATA[installment loan]]></category>
		<category><![CDATA[Installment Loan Versus Payday Loan]]></category>
		<category><![CDATA[Installment Loan vs. Payday Loan]]></category>
		<category><![CDATA[military short term loans]]></category>
		<category><![CDATA[payday loan]]></category>
		<category><![CDATA[personal installment loan]]></category>

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		<description><![CDATA[Start Your Application For Up To $1,500 Below
Which Loan is Right for Me?

Just about everybody has heard of a payday loan. Some of what you’ve heard may be good, or bad. But, regardless of what you’ve heard, millions of payday loans are made each year. And, with all those payday loans being made, there will [...]]]></description>
			<content:encoded><![CDATA[<h2 style="font-size: 24px; color: red;">Start Your Application For Up To $1,500 Below</h2>
<h3>Which Loan is Right for Me?</h3>
<p><img class="alignright" title="Woman with laptop" src="http://lh3.ggpht.com/_gzlNfJ9Fvrg/S13jEE4tbqI/AAAAAAAAAmY/iYJJ0gyysBo/s288/80054.gif" alt="" width="288" height="190"  style="display:block;float:right;border:none;"/></p>
<p>Just about everybody has heard of a payday loan. Some of what you’ve heard may be good, or bad. But, regardless of what you’ve heard, millions of payday loans are made each year. And, with all those payday loans being made, there will inherently be good stories and bad stories and stories in-between.</p>
<p>In a nutshell, a payday loan is a short-term loan based on your paycheck. If you don’t have a paycheck, you cannot get a payday loan. Needless to say, in order to have a paycheck, you must be employed. Typically, you get a payday loan and you pay it back within two weeks or whenever your next paycheck is. There are exceptions and some lenders are willing to offer extensions under some circumstances. The maximum amount of a payday loan is typically $1500.</p>
<h2>Typical qualifications for a personal installment loan and/or a payday loan:</h2>
<ul>
<li>Must be at least 18 years old; and</li>
<li>Must be employed; and</li>
<li>Must have a checking account</li>
</ul>
<p>A payday loan and a personal installment loan are similar and the qualifications are the same. But, the way you pay the loans are different.</p>
<h2>What is a Personal Installment Loan?</h2>
<p>Personal installment loans are not as well publicized as payday loans. An installment loan is like a payday loan except that you pay an installment loan over a period of time. This is beneficial to a borrower who needs smaller payments over a longer period of time. However, keep in mind that an installment loan is still a short-term loan and the length of time can vary from two weeks to a year.</p>
<h2>There are benefits to getting a personal installment loan or a payday loan:</h2>
<ul>
<li>Filling out the applications is quick and can be done online (4 minutes)</li>
<li>Bad credit—okay</li>
<li>No credit—okay</li>
<li>No credit check</li>
<li>Bankruptcy—okay</li>
<li>No faxing or mailing of documents</li>
<li>On-line application is safe and secure</li>
<li>Military members—okay</li>
<li>Receive funds in as little as 2 hours</li>
</ul>
<h3>Filling out the loan application is quick and easy</h3>
<p>Just a click away and a few questions and answers and you’re on your way to approval. Everything can be done on the internet from application to approval to deposit of money into your checking account.</p>
<h3>Bad credit installment loans and bad credit payday loans okay</h3>
<p>Even people with bad credit need loans from time-to-time. The payday loan and installment loan market addresses the needs of those who may have bad credit but are in need of a short-term loan.</p>
<h3>No credit installment loans and no credit payday loans okay</h3>
<p>Surprisingly, there are many people who don’t have good credit or bad credit—they have no credit at all. There are young adults with no credit. There are senior citizens with no credit. This is not a factor with short-term loans such as payday and installment loans.</p>
<h3>No credit check required</h3>
<p>Many borrowers don’t want their credit checked for various reasons. Sometimes it’s because they’re trying to rebuild their credit and they don’t want inquiries to appear on their credit report. It may also be that their credit is bad, they know it, and they are looking for help in the form of a short-term loan where a credit report is not necessary.</p>
<h3>Bankruptcy installment loans and bankruptcy payday loans</h3>
<p>What do you do if you have a bankruptcy on your credit report and you need a loan? Apply for a bankruptcy installment loan or a bankruptcy payday loan where your bankruptcy is irrelevant and approval of your loan is not based on bankruptcy.</p>
<h3>No faxing or mailing of documents</h3>
<p>One of the most frustrating things borrowers are faced with when applying for a loan is the need to provide supporting documentations to verify the information in the application. Short-term installment loans and payday loans do not require the applicant to fax or send in supporting documentation in order to get approval for their loan.</p>
<h3>Online application is safe and secure</h3>
<p>You don’t need to worry about your private information falling into the wrong hands when applying for an installment loan or payday loan. Everything is done via the internet on a safe and secure internet site.</p>
<h3>Military members are approved to get short-term installment loans and payday loans</h3>
<p>Federal and State laws have strict regulations when it comes to lending money to members of our military men and women. Our installment loans and payday loans are approved for members of the military and their families.</p>
<p>Whether you decide to apply for an installment loan or a payday loan, remember that the cost of penalties, late charges, and overdraft fees from banks, landlords and other creditors is a lot more than the cost of the short-term loan. If your need a short-term loan to pay a bill or keep a check from bouncing, remember that the process is quick, safe, and easy. If you need an installment loan or a payday loan for some other purpose, the process is quick, safe, and easy.</p>
<h2>Apply HERE for a Personal Installment Loan or a Payday Loan!</h2>
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		</item>
		<item>
		<title>Key Principles of Internet Marketing</title>
		<link>http://personalmoneystore.com/moneyblog/2009/02/27/key-principles-internet-marketing/</link>
		<comments>http://personalmoneystore.com/moneyblog/2009/02/27/key-principles-internet-marketing/#comments</comments>
		<pubDate>Fri, 27 Feb 2009 22:18:01 +0000</pubDate>
		<dc:creator>Brad A. Plumb</dc:creator>
				<category><![CDATA[Business]]></category>
		<category><![CDATA[Companies]]></category>
		<category><![CDATA[Money Making Tips]]></category>
		<category><![CDATA[affiliate marketing]]></category>
		<category><![CDATA[email marketing]]></category>
		<category><![CDATA[internet marketing]]></category>
		<category><![CDATA[linking]]></category>
		<category><![CDATA[making money on the net]]></category>
		<category><![CDATA[making money online]]></category>
		<category><![CDATA[online advertising]]></category>
		<category><![CDATA[viral marketing]]></category>

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		<description><![CDATA[Internet Marketing?
Internet marketing is about giving rather than getting.  Internet marketing also exploits the networking capabilities of the Web by leveraging online community activities, linking, affiliate marketing, viral marketing, email marketing, and loyalty programs.
Products and Services
Internet marketing is best suited for:

Products and services that require a lot of information such as travel.
Products and services [...]]]></description>
			<content:encoded><![CDATA[<h2>Internet Marketing?</h2>
<p><img class="alignright size-thumbnail wp-image-21252" title="woman-laptop1" src="http://personalmoneystore.com/moneyblog/wp-content/uploads/2009/02/woman-laptop1-300x224.jpg" alt="woman-laptop1" width="300" height="224"  style="display:block;float:right;border:none;"/><a title="Internet Marketing Opportunities with Personal Money Store" href="http://personalmoneystore.com/job-employment-opportunities/">Internet marketing</a> is about giving rather than getting.  Internet marketing also exploits the networking capabilities of the Web by leveraging online community activities, linking, affiliate marketing, viral marketing, email marketing, and loyalty programs.</p>
<h3>Products and Services</h3>
<p>Internet marketing is best suited for:</p>
<ul>
<li>Products and services that require a lot of information such as travel.</li>
<li>Products and services that people feel strongly about such as books, music, and movies.</li>
<li>Products and services that are bought by the Internet demographic.  Those working in technology and academia are very well represented.</li>
</ul>
<h3>Online Advertising</h3>
<p>Online advertising does not have the same impact as television or glossy media because of bandwidth restrictions.  Studies indicate that most consumers avoid interactive ads because they simply take too much time to download.  The real power of online advertising is in its ability to reach niche markets and target just the right consumer with just the right product.  Advertising success is claimed by opt-in email-based marketing where consumers request information on a particular product or service.</p>
<h3>Internet Marketing is Part of the Overall Package</h3>
<p>The objective of internet marketing should be to integrate it into the overall marketing strategy.  Internet marketing supports offline marketing activities.  Offline marketing arouses the consumer’s interest.  They have questions.  The web site can provide comprehensive information about the company’s products or services.  But remember, people are not coming to your web site to read the brochure again.</p>
<h3>Email Marketing<img class="alignright size-full wp-image-21158" title="email" src="http://personalmoneystore.com/moneyblog/wp-content/uploads/2009/02/2060971239_d3c1ecce021.jpg" alt="email" width="128" height="128"  style="display:block;float:right;border:none;"/></h3>
<p>Consumers must actively decide to go to a web site, but with email they join a database in which they can be regularly informed of products, services, and offers that the organization has.  The key to email marketing success is getting people who want the information to join a database.  Of course, the information they receive needs to be of a type and quality that they signed up to get.</p>
<h3>The Networking Ability of the Internet</h3>
<p>Linking is one of the simplest yet most effective internet marketing devices there is.  It underpins affiliate marketing efforts by web sites such as Amazon.com.  Linking is like embedded work of mouth.  Viral marketing is a network effect whereby groups of consumers create a buzz about a particular product of service by emailing friends and/or creating their own web sites.</p>
<h3>Common Mistakes</h3>
<ul>
<li>Being Flashy.  On the web, visitors don’t really care about the graphics.  They just want the information.  Splash screens, audio, video, and Flash animations should be kept to an absolute minimum.</li>
<li>Not Building and Leveraging a Consumer Database.  Bringing people to a web site without strongly encouraging them to join some sort of database is a serious mistake.  Studies indicate that consumers visit a web site once, rarely if ever to return.  It is vital to get them into a database so that ongoing communication can be set up.</li>
<li>Focusing on Volume of Visitors Rather than Quality Targeting.  In the early years of the web, there was a frantic rush to build visitor traffic to a web site without any real focus on issues such as revenue per visitor and numbers who joined databases.  Acquisition costs for visitors did not translate into valuable customers and many business models collapsed.</li>
</ul>
]]></content:encoded>
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		</item>
		<item>
		<title>Affiliate Marketing on the Web</title>
		<link>http://personalmoneystore.com/moneyblog/2009/02/27/affiliate-marketing-web/</link>
		<comments>http://personalmoneystore.com/moneyblog/2009/02/27/affiliate-marketing-web/#comments</comments>
		<pubDate>Fri, 27 Feb 2009 21:42:30 +0000</pubDate>
		<dc:creator>Brad A. Plumb</dc:creator>
				<category><![CDATA[Business]]></category>
		<category><![CDATA[Companies]]></category>
		<category><![CDATA[Money Making Tips]]></category>
		<category><![CDATA[affiliate marketing]]></category>
		<category><![CDATA[amazon.com]]></category>
		<category><![CDATA[making money online]]></category>
		<category><![CDATA[starting a business]]></category>
		<category><![CDATA[web marketing]]></category>

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		<description><![CDATA[What is affiliate marketing?

Affiliate marketing is about paying for performance.  In short, it is a type of marketing in which one merchant induces others to place banners and buttons on their Web sites in return for a commission on purchases made by their customers.
Amazon.com
Amazon.com is the pioneer of affiliate marketing.  It allows other [...]]]></description>
			<content:encoded><![CDATA[<h2>What is affiliate marketing?</h2>
<p><img class="alignright size-thumbnail wp-image-21255" title="man-laptop1" src="http://personalmoneystore.com/moneyblog/wp-content/uploads/2009/02/man-laptop1-274x300.jpg" alt="man-laptop1" width="274" height="300"  style="display:block;float:right;border:none;"/></p>
<p><a title="Affiliate Marketing Opportunities with Personal Money Store" href="http://personalmoneystore.com/job-employment-opportunities/">Affiliate marketing</a> is about paying for performance.  In short, it is a type of marketing in which one merchant induces others to place banners and buttons on their Web sites in return for a commission on purchases made by their customers.</p>
<h3>Amazon.com</h3>
<p>Amazon.com is the pioneer of affiliate marketing.  It allows other Web sites to publish information of their own choices of books.  When people click through to Amazon and buy these books, the Web site in question gets a commission.  Affiliate marketing can open up new channels to market for the affiliate sponsor, and be a source of extra revenue for the affiliate Web site. When investigating affiliate marketing, consider:</p>
<ul>
<li>affiliate marketing is more suited to products than services;</li>
<li>you&#8217;ll need to work hard with your affiliates if you want it all to work;</li>
<li>a well-designed compensation package will be critical to success.</li>
</ul>
<h3>Is your business suited to affiliate marketing?</h3>
<ul>
<li>There needs to be a substantial number of Web sites that are attracting your target market.  These Web sites need to show a willingness to join an affiliate program.  You might be selling medical supplies but that doesn&#8217;t mean that hospital Web sites will become affiliates.</li>
<li>Affiliate marketing is better suited to products than to services.  It is much harder to track whether another Web site sent you visitors who, after prolonged negotiation, decide to pay you for your services.</li>
<li>Is the market already saturated with affiliate programs?  It would be difficult to set up an affiliate program today that offered commission on book sales.</li>
</ul>
<h3>Have a strong value proposition</h3>
<p>As with all good ideas, there are a huge number of merchants offering affiliate programs.  How is your program going to attract new members?  The level of compensation/commission you will offer will be important.  However, on its own it will rarely be enough.  You will need to work hard with your members by organizing regular competitions, special offers, and other incentives that make for an attractive value proposition both for your affiliate members and the end customer.</p>
<h3>Keep in touch regularly with your affiliates</h3>
<p>Keeping in regular communication with your affiliates is essential in order to build their enthusiasm and trust. You should plan for an e-mail affiliate newsletter. Your affiliate members are your partners, and unless you treat them as such by working closely with them, they will drift away.</p>
<h3>Agree on a compensation approach</h3>
<p><img class="alignright size-thumbnail wp-image-21256" title="money1" src="http://personalmoneystore.com/moneyblog/wp-content/uploads/2009/02/money1-300x199.jpg" alt="money1" width="300" height="199"  style="display:block;float:right;border:none;"/>Critical to the success of your program will be how the affiliate is compensated.  There are various compensation approaches:</p>
<ul>
<li>you might pay commission only; for smaller-price items such as books and music, commission is a popular option;</li>
<li>for more expensive items such as cars, compensation may be based on paying for qualified leads;</li>
<li>if brand building is also an important objective, then you also may offer compensation every time a visitor clicks through from an affiliate.</li>
</ul>
<p>When making payments you will need to decide how often you do it.  A problem you may face with partners is that some of them will have achieved very little revenue for a particular period, and it will not be cost-effective to send them a check.  So you need to inform partners that there is a certain threshold before payment is made, and that commission earned in one period, if below the threshold, will be added to the commission for the next period.  You will need an affiliate agreement that will cover these and other relevant issues.</p>
<h3>Innovate, analyze, test and adapt</h3>
<p>There is a need to innovate constantly so as to find the best approach.  Affiliate software delivers substantial data and this needs to be carefully analyzed.  New initiatives need to be properly tested and you need to be willing to keep adapting and refining your offer until you find something that works for both you and your affiliates.</p>
<h3>Decide whether to outsource or buy software</h3>
<p>Organizations can have the choice of outsourcing much of the running of the affiliate program or purchasing software and designing it in-house.  It is better to outsource, as it allows you to focus on what you do best selling and marketing your products and services.</p>
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		<title>Marketing your Business: Becoming #1</title>
		<link>http://personalmoneystore.com/moneyblog/2009/02/27/marketing-business-1/</link>
		<comments>http://personalmoneystore.com/moneyblog/2009/02/27/marketing-business-1/#comments</comments>
		<pubDate>Fri, 27 Feb 2009 15:22:57 +0000</pubDate>
		<dc:creator>Brad A. Plumb</dc:creator>
				<category><![CDATA[Business]]></category>
		<category><![CDATA[Charles Schwab]]></category>
		<category><![CDATA[Dell computer]]></category>
		<category><![CDATA[increase sales]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[Tide]]></category>

		<guid isPermaLink="false">http://personalmoneystore.com/moneyblog/?p=20907</guid>
		<description><![CDATA[How to be # 1 in your business
It is a misconception to believe that you have to have a better product or service to be number one in your business.  However, if you are number one, people believe that you have the best product or service.
Start a new category
So, how do you become number one [...]]]></description>
			<content:encoded><![CDATA[<h2>How to be # 1 in your business</h2>
<p><a href="http://www.flickr.com/photos/34427466731@N01/101594790" rel="external"><img class="alignright" style="border: 0pt none; margin-left: 5px; margin-right: 5px;" title="sleep is the enemy" src="http://farm1.static.flickr.com/30/101594790_e14c49c539_m.jpg" border="0" alt="How to be number 1" hspace="5" width="240" height="180"  style="display:block;float:right;border:none;"/></a>It is a misconception to believe that you have to have a better product or service to be <strong>number one in your business</strong>.  However, if you are number one, people believe that you have the best product or service.</p>
<h3>Start a new category</h3>
<p>So, how do you become number one without having the best product or service?  The answer is, start a new “category” and be the<strong> first in that category</strong>.</p>
<h3>Tide</h3>
<p>When Procter &amp; Gamble introduced Tide many years ago, they could have called the product a &#8220;new, improved soap.&#8221;  Then, Tide was soap, and Tide is soap today, in the sense that soap is a <strong>&#8220;cleansing agent.&#8221;</strong> But Tide was made from synthetic materials rather than the fats and lye found in traditional cleaning products like Ivory, Oxydol, and Rinso.  Tide could have been called a synthetic soap, but that would have nailed the brand to the soap category.  So Procter &amp; Gamble called Tide the &#8220;first detergent,&#8221; a totally new category and even today, <strong>Tide is the leading brand</strong> of detergent.</p>
<h3>Charles Schwab</h3>
<p>When Charles Schwab set up Charles Schwab &amp; Co., he could have focused on providing better service to stock buyers.  But he didn&#8217;t. Instead he decided to launch the first <strong>discount stock brokerage company</strong>, and today Charles Schwab &amp; Co. is one of the leading stock brokerage firms in the country.</p>
<h3>Dell Computer</h3>
<p><a href="http://www.flickr.com/photos/51035555243@N01/84295239" rel="external"><img class="alignright" style="border: 0pt none; margin-left: 5px; margin-right: 5px;" title="Dell Renegade" src="http://farm1.static.flickr.com/43/84295239_e97bab17c3_m.jpg" border="0" alt="Dell Renegade" hspace="5" width="240" height="156"  style="display:block;float:right;border:none;"/></a>When Michael Dell set up<strong> Dell Computer</strong>, he could have sold his &#8220;better&#8221; products through conventional computer stores, but he didn&#8217;t.  Instead he launched the first brand of personal computer sold direct by phone.  Today Dell Computer is the world&#8217;s largest seller of <strong>personal computers</strong> and still doesn&#8217;t sell any computers through conventional computer stores.</p>
<h3>How To Start</h3>
<p>Before you launch (or relaunch) a <a title="Internet Opportunities with Personal Money Store" href="http://personalmoneystore.com/job-employment-opportunities/">new product or service</a>, ask yourself the following questions:</p>
<ol>
<li>What is the name of the category?  Not a name that you might like, but a<strong> name the industry</strong> gives the category.</li>
<li>What is the <strong>brand name of the leader</strong> in the category?  Not necessarily the sales leader, but the brand that customers perceive to be the leader.</li>
<li>If there is no dominant brand, or at least not a <strong>dominant brand</strong> in the mind of most prospects, jump right in with your product or service and try to quickly establish your leadership.  Cut prices, cut deals, hire sales people, launch massive publicity campaigns, do everything you can to seize the leadership position before someone else does.</li>
<li>Promote your brand as the leading brand.  &#8220;It&#8217;s so easy to use,&#8221; says AOL, &#8220;no wonder it is number one.&#8221;  Leave no piece of paper or<strong> Web site or TV advertisement</strong> or radio commercial without mentioning your leadership.  Leadership is the most important aspect of any marketing program. Why?  Prospects assume the better product or service will win in the marketplace.  Therefore, if you are the leader, you must have the better product.</li>
<li>If there is a dominant brand, then move on and set up a <strong>new category</strong> that you can be first in.  But make sure you have a new name to match the new category.  You can get into serious trouble if you try to use an existing name.</li>
<li>You can&#8217;t dictate the category name.  Only the industry and the media can do that.  Therefore you have to launch your new brand with publicity and get the media to establish the category name for you.</li>
</ol>
<h3>The truth behind marketing</h3>
<p>Marketing is not a battle of products.  <strong>Marketing</strong> is a battle of perceptions.  And to win the battle of perceptions, you have to become the leader in a category.  Prospects assume the leader must be better because &#8220;everybody knows the better product or service will win in the marketplace.&#8221;  How do you become the leader?  You launch a new category you can be first in.  It doesn&#8217;t have to be a big <strong>technological advance</strong>.  Sometimes the simple ideas are the easiest to get into the mind. And where do you win the battle of the marketing battle?  You win the battle inside the mind of the prospect.</p>
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