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RUMBLES from the Jungle,

an ongoing Safari in the ever changing Jungle of Online Marketing...

 

RUMBLES is an ezine for advertisers, providing useful information about online marketing and advertising.  We help you save money and time, by sharing ways

to improve your online advertising results. 

 

 Enjoy this issue.

 

Rhonda Hailey

Publisher, RUMBLES from the Jungle

 

 

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Keeping your Marketing Consistent
by Bill Gallagher, Ph.D.

Do you know how many repetitions of your message it takes for all of us to
move from absolute apathy towards your product or service to making a buying
move, like calling your 800 number to get that "FREE brochure?" Well, the
easy answer is seven, plus or minus two. In other words, it takes from five
to nine times for us, to see your ad and pick up the phone and call you. But
wait, like your typical reader, we're not paying attention all that often.
Usually only about one in three occasions are we even semi-consciously
inspecting your ad.

This means that for your ad to be maximally effective it needs to show up in
my newspaper, on my TV, or whatever twenty-seven times. Three times the nine
we talked just about. So, you can put together a killer ad, but you'll have
to wait for about a month for that phone to start ringing! Marketers must
learn to be patient. But guerrillas aren't very patient.

There is a way to cut into that number a bit. The answer lies in being
consistent, in being consistent with a passion. Let me explain.

After you've decided how you wish to serve the public with your product,
products, and service; identified your niche within that public; selected
your business name clearly describing what you do; chosen your marketing
colors and logo shapes based on your prospective customers' preferences;
developed your sub-conscious buying message, your slogan; and, ordered
business cards and stationary. Stop!

Before you go on, all of this must be coordinated together. Remember,
consistent with a passion! Meaning that your primary and secondary colors
must always remain exactly the same. Always and exactly the same. Your type
font, type style, and relative type sizes must be the same on your business
card and stationary as on the sign in front of your store, as in your future
TV, magazine, and newspaper ads. Always the same.

If you decide to advertise inexpensively on local cable TV, for example, you
will want the last few seconds of that ad to show your business name, your
telephone number, and your slogan. This visual should look exactly like
everything else in your marketing. So later, when your future customers are
looking through the yellow pages, a sub-conscious part of them will be
attracted to your ad because it will be familiar to them. And, many of them
won't even remember the TV spot where they first saw your offer.

Said another way, you can shorten the number of needed exposures from twenty-
seven down to fourteen or so by having a consistent, clear, consistent
selling proposition. This number shrinks even further to about nine, when you
use several different marketing vehicles for us to see your consistent
message. It looks like you're everywhere. And it looks like everyone, like
me, is buying from you, 'cause we probably are!
--------------------------------------------------------------------

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ARTIFICIAL SWEETENER EXPLODES INTERNALLY - AVOID IT IN 2007! Shane Ellison M. Sc. If there were a contest for the best example of total disregard for human life the victor would be McNeil Nutritionals ­ makers of SplendaT. Manufacturers of VioxxT and LipitorT would tie for a very distant second. McNeil Nutritionals is the undisputed drug-pushing champion for disguising their drug SplendaT as a sweetener. Regardless of its drug qualities and potential for side-effects, McNeil is dead set on putting it on every kitchen table in America. Apparently, VioxxT and LipitorT makers can't stoop so low as to deceptively masquerade their drug as a candy of sort. There is no question that their products are drugs and by definition come with negative side-effects. Rather than sell directly to the consumer, these losers have to go through the painful process of using doctors to prescribe their dangerous goods. A keen student in corporate drug dealing, McNeil learned from aspartame and saccharine pushers that if a drug tastes sweet then let the masses eat it in their cake. First though, you have to create a facade of natural health. They did this using a cute trade name that kind of sounds like splendid and packaged it in pretty colors. Hypnotized, the masses were duped instantly. As unquestionably as a dog humps your leg, millions of diabetics (and non-diabetics) blindly eat sucralose under the trade name SplendaT in place of real sugar (sucrose). SplendaT was strategically released on April fools day in 1998. This day is reserved worldwide for hoaxes and practical jokes on friends and family, the aim of which is to embarrass the gullible. McNeil certainly succeeded. The splendid SplendaT hoax is costing gullible Americans $187 million annually.[1] While many people "wonder" about the safety of SplendaT they rarely question it. Despite its' many "unknowns" and inherent dangers, SplendaT demand has grown faster than its supply. No longer do I have to question my faith in fellow Man. He is not a total idiot, just a gullible one. McNeil jokesters are laughing all the way to the bank. Splenda is not as harmless as McNeil wants you to believe. A mixture of sucralose, maltodextrine and dextrose (a detrimental simple sugar), each of the not- so-splendid SplendaT ingredients has downfalls. Aside from the fact that it really isn't "sugar and calorie free," here is one big reason to avoid the deceitful mix.Think April fools day: SplendaT contains a potential poison SplendaT contains the drug sucralose. This chemical is 600 times sweeter than sugar. To make sucralose, chlorine is used. Chlorine has a split personality. It can be harmless or it can be life threatening. In combo with sodium, chlorine forms a harmless "ionic bond" to yield table salt. Sucralose makers often highlight this worthless fact to defend its' safety. Apparently, they missed the second day of Chemistry 101 ­ the day they teach "covalent" bonds. When used with carbon, the chlorine atom in sucralose forms a "covalent" bond. The end result is the historically deadly "organochlorine" or simply: a Really-Nasty Form of Chlorine (RNFOC). Unlike ionic bonds, covalently bound chlorines are a big no-no for the human body. They yield insecticides, pesticides, and herbicides ­ not something you want in the lunch box of your precious child. It's therefore no surprise that the originators of sucralose, chemists Hough and Phadnis, were attempting to design new insecticides when they discovered it! It wasn't until the young Phadnis accidentally tasted his new "insecticide" that he learned it was sweet. And because sugars are more profitable than insecticides, the whole insecticide idea got canned and a new sweetener called Splenda got packaged. To hide its' origin, SplendaT pushers assert that sucralose is "made from sugar so it tastes like sugar." Sucralose is as close to sugar as WindexT is to ocean water. The RNFOC poses a real and present danger to allm SplendaT users. It is risky because the RNFOC confers a molecule with a set of super powers that wreak havoc on the human body. For example, Agent Orange, used in the U.S Army's herbicidal warfare program, is a RNFOC. Exposure can lead to Hodgkin's lymphoma and non- Hodgkins lymphoma as well as diabetes and various forms of cancer! Other shocking examples are the war gas phosgene, chlordane and lindane.[2] The RNFOC is lethal because it allows poisons to be fat soluble while rendering the natural defense mechanisms of the body helpless. A poison that is fat soluble is akin to a bomb exploding internally. It invades every nook and cranny of the body. Cell walls and DNA ­ the genetic map of human life ­ become nothing more than potential casualties of war when exposed. Sucralose is only 25% water soluble.[3] Which means a vast majority of it may explode internally. In general, this results in weakened immune function, irregular heart beat, agitation, shortness of breath, skin rashes, headaches, liver and kidney damage, birth defects, cancer, cancer and more cancer ­ for generations![1] McNeil asserts that their studies prove it to be safe for everyone, even children. That's little assurance. Learning from the VioxxT debacle (and many others highlighted in my book Health Myths Exposed) which killed tens of thousands, we know that studies can be bought and results fabricated. Some things are worth dying for. Splenda is not one of them. What people think of as a food is a drug or slow poison ­ little distinction there. It wouldn't be wise to bet your health on it. If safe, sucralose would be the first molecule in human history that contained a RNFOC fit for human consumption. This fact alone makes sucralose questionable for use as a sweetener, if not instantly detrimental to our health. Only time will tell. Until then, Ill stick to the safe and naturally occurring stevia plant to satisfy my occasional sweet tooth in 2007. Be forewarned though, as long as drugs can be legally disguised as sweeteners, watch out for drugs being disguised as vitamins.Oh wait, they are already doing that ­ think Lipitor. ---------------------------------------------------------------------- Shane holds a Master's degree in organic chemistry and has first-hand industry experience with drug research, design and synthesis. With his keen ability to sift through scientific literature and weed out fact from fiction, Shane has empowered thousands to assert their health freedom by saying "no" to prescription drugs. Learn more about his books Health Myths Exposed and The Hidden Truth about Cholesterol-Lowering Drugs. Get 6-months of his FREE Life- Saving Health Briefs at www.healthmyths.net

 

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Discover a solution to the deterioration of email reliability, meet some of my

fellow publishers and see what's happening on the Q today:  Here   The page

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the rest of this issue while you wait.

 

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mail-box or cluttering up the weekly issue. And its a great way to make reading

RUMBLES an interactive activity because you can make comments or ask

questions without email.

Some publishers have abandoned email altogether.  I don't intend to stop sending to my email subscribers, yet;  but certainly to offer the email-Less alternative; and to be ready for the inevitable.

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