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The greatest expense you're going to incur in conducting a successful business is advertising.

You have to advertise. Your business cannot grow and flourish unless you advertise. Advertising is the "life-blood" of any profitable business. And regardless of where or how you advertise, it's going to cost you in some form or another.

Every successful business is built upon, and continues to thrive, primarily, on good advertising. The top companies in the world allocate millions of dollars annually to their advertising budget.

Of course, when starting from a garage, basement or kitchen table, you can't quite match their advertising efforts... At least not in the beginning.

But there is a way you can approximate their maneuvers without actually spending their kind of money. And that's through "P.I" Advertising.

"P.I." stands for per inquiry. This kind of advertising is most generally associated with broadcasting, where you pay only for the responses you get to your advertising message.

It's very popular- akin to pay-per-click, and is used by many more advertisers than most people realize.

The advantages of PI Advertising are all in favor of the advertiser because with this kind of an advertising arrangement, you can pay only for the results the advertising produces.

To get in on this "free" advertising, start with a loose leaf notebook, and about 100 sheets of filler paper. Next, either visit your public library and start poring through the Broadcast Yearbook on radio stations in the U.S., or Standard Rate and Data Services Directory on Spot Radio.

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It’s funny to look at it this way, but one of the things that has promoted the spread of yoga in the west, is the same thing that can sometimes prevent someone from truly exploring it and therefore experiencing its health benefits. This thing is variety.

Sometimes when there is only one of something – such as one idea, or one language, or one anything – it’s hard for that thing to spread outside of those who abide by it, agree with it, or simply want it to continue existing.

Yet when there are multiple ideas and concepts, the chances of it spreading increase; there are just more people out there who will be able to access it, talk about it, and indeed, make it a part of their lives.

What does this have to do with yoga? Well, there are many different types of yoga; and the reason for this, as we initially discussed, is that yoga isn’t a religion; it’s an approach to being alive. As such, it’s very agile and flexible (no pun intended!) and carries well across cultural, country, and religious boundaries.

Thanks to its diversity and different facets and types, yoga has spread very swiftly through the western world over last 110 years or so; and is spreading faster now than ever before (many western companies will now pay for yoga classes as part of an enhanced health benefits program).

Yet this very diversity has led to some confusion; and people who have been exposed to one kind of yoga might accidentally think that they’ve seen it all. This is more worrisome, of course, when one has been exposed to a kind of yoga that – for whatever reason – they did not like, or perhaps, weren’t quite ready for (just as how some people might turn away from a fitness program if they aren’t in the right frame of mind to see it through).

So if you’ve experienced yoga, or seen it on television, read about it in a newspaper, or overheard a friend or colleague talk about it, then please be aware that there’s a very good chance that you haven’t been exposed to all that there is (which is wonderful, because it means that this next section will be very interesting and informative for you!).

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Affiliates are people or businesses who sell your product or services for a percentage of the profit. The affiliate program works well if you are selling anything electronic online, such as an e-book, because everything that you collect for the book is just about profit. Because an e-book is transferred electronically, it does not have printing costs or even distribution costs.

Affiliate marketing is one of the best ways to market your product online. When you use affiliate marketing, you can market any type of product, whether it is a special niche product or service or a mainstream product. Affiliate marketing entails that you give a percentage of the profit to the affiliate. The affiliate will put your product link on his or her website and perhaps write blurbs about the product. They may use SEO content in their website to attract potential customers to your website so that they can possibly sell your product.

One website where you can go online to find affiliate marketing partners is Clickbank. Clickbank has lists of affiliate partners who will be glad to market your product online You can advertise you niche internet product for free to the affiliates and offer an affiliation for the product to anyone on the site. Generally, the greater percentage that you offer them, the better your chances of being picked up by an affiliate.

The normal percentage to offer an affiliate for an e-book is 50 percent. If you offer more than that, you will have more success in gaining affiliates and thus have the potential to sell more products. If your product is unusual and in a niche market, you will have a greater opportunity about getting the word out about your product through affiliate programs. The internet is a vast place and it is impossible for you to reach all of it on your own, no matter how unique your product or service is. This is why you are better off to use affiliate marketing.

Keep in mind that the percentage given to the affiliate comes from your profit. If you have a tangible product, such as a gift basket for the terminally ill, you will want to give less of a profit to any affiliate as the 50 percent affiliate fee will greatly reduce your profits and may end up out pricing your gift baskets. The 50 percent affiliate fee is usually the rule of thumb for electronically transferred products, such as e-books, which cost the distributor nothing. When it comes to actual tangible products, you can offer as little as 10 percent or as much as 20 percent. If you have a truly unique product, affiliates will still clamor to ride on your gravy train.

This is not to say that affiliates just take and take - not true. They often offer a different perspective and advertising opportunity for you. They also take a lot of the burden in advertising your product from you. An affiliate program works well no matter what type of product or service you are offering as your internet business. It also allows your business to grow.

Take advantage of the affiliate programs that are available online on sites such as Clickbank. Keep in mind that you really have nothing to lose - an affiliate only gets paid if they sell the product.

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Information is freely available on the Internet. Do paid ezines work? The answer is in most cases they don’t. The magic word here is most cases – there are exceptions where paid ezines have been highly successful.

If you are just starting out with your ezine forget about asking your subscribers to pay for your ezine. Paid ezines can only work when you have established a name for yourself. Besides, if your main aim behind running an ezine campaign is to promote your other products avoid having paid subscriptions. You may charge for ezines if you have been able to regularly publish them for a period of time constantly increasing your subscriber base.

What can make the transition from free to paid ezine successful is out of the ordinary content. Your ezine should have extremely unique and informative content that would otherwise not be available freely on the Internet. People are only going to pay if they find that your ezines actually help readers. For instance you could have an ezine about Search Engine Optimization wherein you provide tips and guidelines that are proven and not available elsewhere.

Another aspect of paid ezines is the ability to accept credit card payments. There is no use having a paid ezine and only accepting the payment in terms of checks and money orders. Having a payment gateway such as ClickBank or PayPal would certainly help.

Paid ezines may work when administered and marketed in the right way. The key is to convince your readers that they would be getting their money’s worth by paying for your ezine.

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Next come your guarantees. An integral part of any sales process is gaining the trust of your readers, and eliminating risk for them. The easiest two ways to do this are with the testimonials and proof we talked about earlier, and through guarantees.

Most importantly here, you don't want to guarantee something that you can't keep, so if you're in marketing or selling an info product, never guarantee your results no matter how confident you are in what you're doing, because some people just won't listen to what you're saying, go about things half heartedly, and then shout at you because you guaranteed them something that they didn't achieve, through no fault of your own. Aside from the moral and ethical problems with this, I believe it's also illegal and could get you and your business into trouble.

There’s actually a huge amount of guarantees that you can honor in a number of different ways depending on your product or service. It's safe to say, though, that most widely used and effective are those that entail money back if something goes wrong. Standard service really, to offer a refund if things don't work out, although with intangible products this is a little more difficult. With info products for example, there's always going to be the odd time waster that tries to get your product for free and ask for a refund.

One option to avoid this is to only offer a refund on those that have taken your teachings, put them to work, and can come to you and show you that it doesn't work. Not only does this inspire a shed load of confidence in your product, again adding value and eliminating reservations in your customers’ minds, but it ensures you won't get any cowboys trying to take you for a ride and get your star five hundred dollar product for free. The only catch is you have to be super confident in what you're offering at the same time.

It's definitely something that you should take some time out to ponder over if you haven't got a plan for this right away. When you're working on this, try to be specific too. A one hundred percent satisfaction guarantee doesn't hold much water nowadays if it's not tied in with something like a refund or returns policy to target a eliminate the risk, because lets face it, to take out your wallet and hand a load of cash over after reading a written page by someone you don't know takes a mighty large amount of trust.

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Identifying your target audience is a key part of any marketing campaign, but when you’re talking about building your opt-in mailing list it’s only a small portion of it. You also need to consider what it is that your customers are looking for in visiting your website, and what is going to appeal to them enough that they will be willing to give you their contact information in order to receive it.

Like I mentioned earlier, there is no 100% guaranteed method of opt-in list building, and this is why. There is nothing that all of your customers are going to want, all at the same time-unless you’re offering a million dollar giveaway, and we’ll talk about why that’s a bad idea in just a moment! Seriously though, your customers’ diverse range of interests, ideas and desires are going to make finding that one special incentive that will appeal to them a challenge.

As a general rule there are two things that your clientele are going to be looking for: information and products. If you can provide them with one or the other you’ll be well on your way not only to getting them to opt-in to your mailing list, but convincing them that they want to stay on your mailing list. We’ll talk about the process of handing out products and samples as an incentive to opt-in in a little more detail when we get into our strategy session, so for the moment let’s talk about wheeling and dealing in information.

Information is the most valuable, most widely accessible and most difficult to come by asset on the web. Why? Everyone wants it, and no one wants to take the time to get it.

What am I talking about? What happened the last time that you went looking for information on the Internet? I’ll tell you what happened. You entered a query into a search engine box, then spent the next two or three hours reading website after website after website to walk away with the same information you read in the very first article-which really wasn’t what you were looking for in the first place.

Thanks to the process of search engine optimization there are hundreds of websites out there at the top of the list in a search engine search for their subject that don’t really have anything valuable to offer. Web surfers looking for quality information on a particular topic are doomed to spend hours of their time searching.

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Chapter 6 - Environment Damage

It took over 200 million years for the oil beneath the earth's surface to form. In the past 200 years, we have already used half of that reserve. If current rates of consumption continue, the world's remaining oil would be used up in 40 years.

Right now, two-thirds of the oil used around the world powers transportation vehicles, and half goes to passenger cars and light trucks. Being conscious of our fuel use will help to conserve resources for future generations.

Transportation involves the combustion of fossil fuels to produce energy translated into motion. Pollution is created from incomplete carbon reactions, unburned hydrocarbons or other elements present in the fuel or air during combustion.

These processes produce pollutants of various species, including carbon monoxide, soot, various gaseous and liquid vapor hydrocarbons, oxides of sulphur and nitrogen, sulphate and nitrate particulates, ash and lead.

These primary pollutants can, in turn, react in the atmosphere to form ozone, secondary particulates, and other damaging secondary pollutants. Combustion also produces carbon dioxide, the primary greenhouse gas.

These environmental concerns about the country's transportation habits have been studied extensively. The tailpipe emissions from cars and trucks account for almost a third of the air pollution in the United States.

Although smog is produced by many factors, including sunlight, temperatures, winds and "basin" effects the air pollution caused by transportation is a major contributor. In their Sprawl Report 2001, the Sierra Club graded the car and truck smog in America's 50 largest cities using data from the EPA.