Vague does not work in plumbing ads or any other advertising.

Since he is so much in the news of late, let us use JOE THE PLUMBER to build an example and show the difference between vague selling pointS that rarely get noticed or acted upon and a tangible message that gets attention and is likely to spur action.

Joe decides that his main unique selling point is quick service.

People do not pay attention to advertising. They only pay attention to whatever interests them. If someone perceives a benefit in your advertisement, you might connect with them . . . get them to act. No benefit, no action. Seems simple. The facts say otherwise.

The reality most often missed in advertising is the fact that people buy benefits (what is in it for them), rarely features (what it is or does).

In our world of ever-changing technology, we are constantly bombarded by names like Bluetooth, Wi-Fi, and TIVO. Our nation is one of consistently evolving electronics and in the rush to move forward, some get left behind. One such trailing entity is the advertising industry. The increasing inclusion of TIVO and DVR's in American households is causing some consternation among marketing executives.

As I sat down to write this article I got a voice broadcast message on my phone. I let the machine grab it because I was busy. A couple of things came to my mind as I replayed the voice broadcast. First, the voice broadcast copy was pretty good. Second, the voice broadcast connected to me with neither the caller nor myself actually on the phone.

Everybody knows that the moving image is the most powerful communication tool the world has seen, but it's power to influence, inform, entertain and to sell is growing ever stronger as life moves online.

What giant leaps this communications tool has taken since its advent in the 1890's. From early 'Nickelodeon' theatres, to cinema, through television, to the internet, mobile phones, video games and beyond.

When it came to business models and looking for ways of making money to fund your Internet TV station, I strongly suggested you look at the pay 2 view and subscription revenue models.

The reason being that advertising revenue was so hard to get or to obtain in sufficient amounts to fund both production of new video programmes and your video streaming or video download costs.

If you're interested in having your audio mastered and released on to CD or Vinyl for example, there are a few sites online that you should check out! Did you know there are actual firms online that will master your audio for you over the Internet? This is pretty amazing but we shouldn't be too surprised considering technology is constantly moving at the speed of light when it comes to producing new products and services for both entertainment purposes as well as business purposes.

There were some very strong structural reasons why advertising was hard to obtain for Internet TV stations, and that this was allowing the free-to-view space to be inhabited by the main channels and broadcasters, who could subsidise their Internet TV operations with revenue from the traditional broadcast channel.

Is there a solution to these issues ? Well, if there isn't one yet, then one can certainly be constructed.

One of the most difficult marketing realities to get your head around is this:

People will usually buy what they WANT
before they buy what they NEED.

This is particularly true online where temptation and opportunity lurk around every page corner.

A woman may need to get from her house, to work, and back.

But, she wants a Hummer H2.

Looking to generate traffic to your website? There are many options available and some come and go depending on the whims of the internet market and some of the key players who decide what's popular and what's not. Today one of the most powerful strategies for attracting traffic is video marketing.

However when it comes to making video you have many options and you can create from scratch or use what you have to repurpose them for your current needs.