It's much safer, easier, better and smarter — and faster and cheaper! — to simply UNLOCK those impenetrable gates and doors to higher responses, higher conversion rates, lower costs, faster results and more profits.

All you need is the right KEYS — and the know-how needed to turn them. Then those tiny, well-oiled text ad "hinges" will swing that securely-locked barrier open to admit you.

Few people are familiar with the Principle of Keys. Those who do know it rarely tell anyone, because it's their single most important competitive advantage. So here it is. Now YOU know it, too...

"Every process is made up of stages, and at each stage there's an invisible barrier. Until we can identify each barrier, identify and obtain the key that unlocks it, and identify and master the action that will turn that key, that's where we'll stay — treading water, running on the spot, spinning our wheels, going at 1,000 miles an hour and getting nowhere, going flat out with our foot on the brake, banging our heads against brick walls or glass ceilings — and all those other oh-so-familiar expressions we use, every day, to describe the frustration and confusion we experience due to our paralyzing ignorance of this liberating principle."

By the way, no matter what the process is, there's NO master key! Each barrier is unique, and so is the key — and the action — needed to unlock it. Yes, sometimes we manage to slip past the barrier, without realizing, when someone with the key passes through ahead of us. But then we're stuck firmly on the other side, without the essential know-how to make any progress at all through the next stage of that process.

What happens when Internet marketers don't know this Principle?

They usually take a guess — or they do what everyone else does. The problem for imitators is that they're usually following someone who took a guess that worked temporarily. They snuck through a door that was slow to close, or they picked a lock by sheer chance. But they can't duplicate it because they have no idea why it worked in the first place. So they're not in control of that process.

Can you pronounce "lemmings"? Or "cliff"? (How about "drown"?)

So we end up with a business model driven largely by ignorant, desperate and remarkably creative people who are determined to either crash through those barriers or to pick those locks. Or to find ways around them or to burrow under them. And sometimes they manage to do it. But they can never resist the temptation to make a quick buck by selling their gimmicks, tricks or Black Hat cheats to the desperate hordes wanting to bypass those barriers, too. After all, if they're willing to lie, cheat and steal their own way in, they're just as willing to lie, cheat and steal to profit from the desperation, ignorance and gullibility of the people they smuggle through... including YOU.

That's right... they're the Internet marketing equivalent of people-smugglers. Just the kind of caring, sharing people you should trust with YOUR money and the future of YOUR business. (Yeah... right!)

The results?

Ever heard of "Google Slap"? It's probably the best-known example of what happens because it affected so many Internet marketers. It also happened more than once, as Google realised what was going on and moved to block the fresh holes being gnawed in its walls.

But "Google Slap" is a misleading term. What it actually describes is a sound — the loud SNAP! of Google's freshly-laid rat traps going off... e-x-p-e-n-s-i-v-e-l-y!

A "slap"? Hardly. Many online businesses died instantly, their necks and backs broken by ruinous leaps in their keyword costs, plummeting rankings, or losing their listings altogether. Others died more slowly and painfully. Others recovered, but never fully.

Now we're seeing other examples of rat holes being plugged as Clickbank sues alleged abusers and other "cash cows just waiting to be milked" start taking punitive action.

It's time to wake up to reality. Rat-cunning is NOT a very smart substitute for intelligence and integrity.

So let's get talk about text ads and why they're so important to YOUR marketing success — online and offline!

"Small hinges swing very BIG doors"

This is a term used to illustrate the intelligent use of leverage in business. But even if you keep those hinges well-oiled and operating smoothly, without the right keys to unlock those doors (or gates) you won't get in. So you need to have both — well-oiled hinges and the right keys to the locks.

Your TEXT ADS are usually the first visible signs to others of your existence online. They can be...

• your PPC, PPA, PPM or PPV text ads,
• your description meta tags in a search engine result,
• your email subject lines that persuades the recipient to open and read your main message,
• your forum signature ad,
• your traffic exchange ad,
• your safelist text ad,
• your ViralURL or other list builder subject line,
• your directory listing,
• your bio or resource box at the end of an article,
 etc.

They're the first point of contact with your prospect, and they're responsible for an incredible 85% of the success of your online business, because research shows that 85% of people online never read more than your initial point of contact — almost ALWAYS some form of TEXT AD!

But why is it so @#$%&* HARD to make your text ads work?

It's no secret that the vast majority of frustrated online advertisers find it almost impossible to get worthwhile, affordable results from their TEXT ads — including Google Adwords® and other Pay-Per-Click (PPC) ads, classified ads, traffic exchange ads, directory ads, InstantBuzz™ ads, email and forum signature ads, web page description meta tags, plus offline text ads like business cards, bumper stickers and more.

If that's you, you're no orphan. You're actually in the majority. Welcome to the club!

The good news? You can fix it... starting NOW!

A serious problem for many advertisers is their sources of advice and instruction. They're so desperate for help that they flock to any online SELLER with a one-trick gimmick who thinks that "marketing" is nothing more than a slicker, more impressive (and less offensive) way to say "selling". (All it really tells you, loud and clear, is that they're deceptive, manipulative sellers who haven't got a clue about marketing.)

I'm John Counsel of The Profit Clinic. We've been a trusted source of ideas and insights for small and home-based business owners, online since 1996 and offline since 1984.  My profile

Since introducing our own text ads system to The Profit Clinic's network of more than 50 home business resource sites, we've had a steady stream of advertisers approach us for advice because they trust us to give them honest, useful answers. So we decided to help out by recommending some reliable, practical, authoritative online resources for them try.

It was a lot easier said than done. After weeks of searching the web, it became painfully clear to us...

For such a serious, widespread problem, there are surprisingly few useful, reliable, authoritative solutions!

Oh, sure, there are fads and gimmicks galore, with "hot" new ways to exploit loopholes and technical flaws (and relieve you of your cash in the process)... at least until Google and other "cash cows" wake up to what's happening and slam the money bag shut on you, fast. (Can you say "Google Slap"?)

So what's the REAL problem here?

The truth is, there are multiple problems at work here — including many of the so-called "solutions!"

For example, most text advertisers focus on the wrong factors for proven advertising success. In any visual advertising there are FOUR Performance Factors that determine the success or failure of your ads...

• The LAYOUT — the appearance of your ad and how it grabs the reader's attention
• The COPY — the words you use in your ad to persuade the reader.
• The OFFER — the emotional appeal to your audience to get them to act
• The AUDIENCE — the target market you're trying to reach with your message

In the advertising profession — where I've spent more than 35 years as a professional copywriter, art director, creative director, strategist, teacher and trouble-shooter — we know from detailed research and a century of experience that these four Performance Factors can usually be improved to produce measurably better results. But each one produces very different rates of improvement. Here are the rates by which each can be improved if you can get them right...

• Your Layout — up to 50% better results
• Your Copy — up to 250% better results
• Your Offer — up to 2,000% better results
• Your Audience targeting — up to 2,500% better results

But most advertisers squander their time and money trying to find ways to create "killer" copy and "eyball-grabbing" layouts to produce "magic formula" ads and "silver bullet" solutions.

Have you noticed that most Internet marketing sales letter copy and layouts are stupifyingly similar and riddled with hype and superlatives? They're also based on emotional blackmail and fear of loss designed to create a false sense of urgency and scarcity.

Why?

To get YOU to act in the way the SELLER wants you to — like a CONSUMER, EMPLOYEE and PLAY-IT-SAFE IMITATOR ... including ignoring any kind of rational, objective, reasoning that might lead you to make a rational, objective BUSINESS decision.

The truth is, these sellers are so incompetent, or so consumed by their own fear of loss, that it's all they can think of when it comes to forcing tricking "persuading" you to do what they want you to. (Subtly, of course... it's illegal to do it openly. They might get caught!)

The advertising profession knows a key secret about ads that very few advertisers know about (and they refuse to believe it, even if they learn about it!)

What is this startling professional secret?

Yes, I know that reads suspiciously like an accurate description of "Guru" Internet marketing — but read on!

Here's the REALLY interesting part: most Internet marketers refuse to believe it, too.

There's a simple explanation for this and it boils down to a single word...

IGNORANCE.

The vast majority of Internet marketers have little or no knowledge or experience of running any kind of business, online or offline. Most are conditioned by their upbringing, education and experience to be three things:

• Employees — they're used to trading a fixed amount of time for a fixed amount of money. They think that rewards come from activity rather than from results and they focus on problems rather than solutions. If they're busy, they think they're succeeding. They know how to work hard, but not how to work smart.
   
• Consumers — they know how to BUY, not how to sell. They focus on prices, not on margins. On products, not on markets. They know how to earn, spend and save money, not how to make money. They know how to recognise a bargain and how to share a bargain with other consumers.
   
• Imitators — they're obsessed with security, so they think there's safety in numbers — that doing what everyone else does is their safest choice.

They make up more than 90% of the population and they're essential to business success. Even business-to-business marketers ultimately rely on them, because they're the lowest link in the marketing food chain.

They respond primarily to EMOTIONAL appeals — like hype, spin, buzz, fear of loss, false hope, scarcity, urgency, greed, laziness, emotional blackmail and outright stupidity.

If you find yourself being bombarded by hype, spin, buzz or strong emotional appeals to your fear of loss, ignorance, greed, laziness, gullibility, etc, — using false hope, scarcity or urgency — you can take it as a 100% reliable fact of life that YOU are being targeted by someone who is essentially a predator. (Predators are constantly on the lookout for suitable prey.)

If YOU respond only to these kinds of lures, you identify yourself to that predator as… PREY!

To succeed in any kind of business, you cannot risk thinking or acting like an employee, consumer or imitator — or you'll be EATEN ALIVE by predators!

Instead, you need to be three very different things to succeed in business...

• Entrepreneur — you take calculated, minimized risks and reap the rewards. You're the go-between who brings needs and solutions together. You focus on results, not activity. On leverage, not security. You know that you can't steal second base with your foot still on first.
   
• Marketer — you recognize needs and find ways to satisfy them, at a profit. You understand leverage and turn your buyers into your most productive, profitable sellers. You focus on margins, not prices. You know that the only thing dumber than allowing price to be the issue, when you're the seller, is making it the issue! If you cut your prices for a strategic marketing advantage, you never cut your margins... you cut your suppliers' prices.
   
• Innovator — you can out-think, out-smart, out-manoeuvre and out-perform your competition. You can think on your feet, act decisively and implement strategies swiftly.

Can you see now why so many Internet marketers are convinced that there ARE magic formulas and silver bullets in advertising? It's because predatory "Gurus" and their mindless imitators have convinced them there are in order to keep them buying partial or inadequate solutions based on fads, gimmicks and short-term, "Black Hat" tricks that relieve pain — or distract them from their losses — that have no foundation in proven marketing principles and practices.

But how come a lot of Internet marketers succeed using these "magic formula" and "silver bullet" ad techniques?

WHO are they targeting with these methods? Is it other predators? (I don't think so!)

It's because they're self-taught SELLERS doing their own ads...  they're not Advertising PROFESSIONALS.

Have you ever heard the saying "the person who acts as their own lawyer has a fool for a client"? Even qualified, experienced lawyers facing legal action typically hire OTHER lawyers to defend them.

There are very strong similarities when it comes to advertising. Just because a seller creates an ad that works, it doesn't make him an all-round advertising professional. But we tend to overlook this less obvious reality when we're desperate to improve our own advertising results.

We'll listen to any opportunist with a good sales pitch.

How come nobody actually tells you these sobering truths?

Could it possibly be that they all have something to SELL you? (Regardless of whether you need it or not.)

Now don't misunderstand me here. I have nothing against selling or trying to make a sale. It's the only way to make a profit — the only result in any kind of business that allows you to stay in business. My real concern is with WHY and HOW it's done... your motives and methods. Selling itself isn't the issue.

Anti-advertising fanatics would have you believe that the advertising profession has you mesmerized (or maybe narcotized) into slavishly following every fad it invents, mindlessly handing over your money the moment you see a new ad for something else you really don't need.

(Ironically, it's only advertisers — and, of course, the anti-ad zealots — who ever seem to believe that this is truly the case. Then they expect their ad agencies to deliver results based on this fantasy. Yeah... right. Like that's going to happen!)

So why do most sales letters look and sound the same?

The answer's simple: they're ALL trying to SELL you something and they don't know any better way to do it. They're clinging to the non-existent "magic formula" and "silver bullet" MYTHS.

For example, WHO keeps telling you that online success is all about "killer copy", and that copywriting is the #1 skill in your online success?

Surprise! It's people who sell COPYWRITING services, products or training courses!

But we already know that COPY only ranks as #3 out of the four Performance Factors that determine the success of any visual media advertisement, remember? Second-last, NOT FIRST!

#2 (your offer) is potentially EIGHT TIMES more productive and #1 (your audience) is potentially TEN TIMES more productive and profitable.

So why do they keep insisting that COPYWRITING is #1?

There are really only two possible reasons, if you think about it...

• Ignorance — they don't know the truth, so they invent it on the fly to suit THEIR OWN needs.
   
• Deception — they know the truth, but they refuse to let the facts get in the way of a strong, emotional sales pitch. (In other words, they deliberately choose to mislead you.)

The question you need to ask yourself is this... which of the two will YOU choose to rely on for guidance and direction when it comes to learning how to sell more, more often, to more people, for more profit — and less cost, less time, less effort and less RISK?

Can you see now why we say that the two biggest challenges to your text ad success are...

• the MISLEADING ADVICE you receive about advertising in general, and
   
• the PEOPLE who offer it to you — their lack of professional training and experience (incompetence), their obvious vested interests and their willingness to mislead and manipulate you (dishonesty).

Here's another common problem...

Advertisers are typically so focused on the visible tip (1%) of the text ad ICEBERG that they ignore the 99% hidden below the surface. (They rarely even know it exists.)

What are these two different aspects of text ads? (And yes, I'm well aware that real icebergs are 10% above the water and only 90% below — but when it comes to text ads, the proportions are a bit more pronounced.)

The visible 1% is the text ad itself, as it appears on the screen or the page...

• The headline
• The body copy
• The link text (visible)
• The link URL (embedded in the link text, although often required to be the same as the link text.)

The invisible 99% is the underlying STRATEGY — the multi-stage process that leads the prospect through to the final point of contact and the desired action... usually the purchase, sign-up and delivery.

Typically, for the vast majority of Internet marketing hopefuls, any "strategy" is a quick, two-stage "hit"... an initial low-cost or free item followed by some kind of One-Time-Offer AMBUSH. If they're lucky, they extract a name and email address which they then proceed to abuse with a daily deluge of hype and blatant, ham-fisted emotional manipulation — until the desperate subscriber calls it quits and removes themselves from the list.

There are other problems as well that cause constant failure in text advertising, and which aren't being addressed adequately.

So, to make a long story shorter, we did the obvious thing (to us, as professional marketers).

We created a practical, affordable solution for our own text advertisers that would be practical and affordable for people using any text ad or classified ad systems, too.

This is it... a revealing, authoritative 108-page user guide to solving the REAL challenges that sabotage the majority of text advertisers.

It's full of useful insights, alerts and handy, real-life examples, plus practical, step-by-step instructions and simple tools that you can use to put it all to work in your own text advertising.

Take a look at the table of contents below to see the kind of timely, useful help you'll enjoy from one of the most respected online resources for...

• small business owners
• home-based business owners
• Internet marketers
• network marketers
• home party reps and
• direct sellers of all kinds.

(You actually get lots more in the way of bonus articles, checklists and more.)

Table of Contents

PART ONE – Four secrets for making Text Ads more productive and profitable 1. Why Text Ads and Classifieds are so notoriously hard to get right 2. Secret #1: Your text ad is not an isolated event. It's actually a... 3. Secret #2: Don’t try to control the result. Instead, control the... 4. Secret #3: Every point of contact has only one purpose: to... 5. Secret #4: The REAL money is not in the list. It's in the... PART TWO – What you need to put it into practice 6. The Mastery Process — the four critical stages to gaining personal control over a process. 7. The Seven Magic Ms of Mesmerizing Market Communications — how to create a truly effective communications strategy. 8. What makes an effective text and classified advertising strategy? 9. Example One: John’s private promotional strategy for network marketing. 10. Example Two: John's promotional strategy for Internet marketing. PART THREE – How to put it to work in your advertising 11. Your Strategy Planning Checklist (including a detailed example). 12. How to write copy that grabs attention, gets read and triggers action. 13. How to split-test and fine-tune your ads for measurably better results. 14. Why ad tracking is so important – and how to track your ads easily and effectively. PART FOUR – Practical solutions 15. Which is better? Pay Per Click or Pay Per Thousand Impressions? 16. How to add a power transmission, turbo-charger and after-burner to your text ad strategy to make it faster and more powerful — not just a fancy new paint job! ENJOY BONUS CHAPTERS, FREE REPORTS and FREE SPLIT-TESTING and TRACKING SOFTWARE! Useful, practical resources — and extra income streams for you! Bonus articles, handy resources and tools you can put to work to boost the performance of your text ads — pay-per-click ads, safe-list ads, classified ads, email and forum signature files, bumper stickers, business cards and more, online and offline — right away, and boost your results and income.

Important... This ebook is NOT about any of these SECONDARY level activities…

• how to optimise keyword selection for Pay Per Click ads
• how to write "killer" copy (Are you serious? Using fewer than 100 characters?)
• how to exploit loopholes – legal, ethical or technological (ie: "black-hat" tactics* and scams!)

(* "Black-hat" tactics are the on-line equivalent of shoving your fist up the nose of a dozing 800-pound gorilla and plucking out its nose hairs, one at a time — and kidding yourself that it won't wake up. Yeah... right. Ever heard of Google Slap? Or are you waiting for Gorilla SPLAT? These fads and gimmicks are really nothing more than dumb, short-lived forms of terminal stupidity. Avoid them... and the urgers who promote them.)

Any other free bonuses?

You also receive some genuinely useful and valuable bonuses with your purchase. (Not just tired old PLR stuff you can pick up anywhere, either.) They include printable checklists and worksheets, free Special Reports from The Profit Clinic, plus relevant bonus articles and links to useful resources you can use to boost your text ad results and profits.

If you're serious about getting bigger, better, faster, more measurable and more profitable results from your text ads, including...

• Google Adwords®
• Yahoo and MSN text ads
• Other PPC ads
• Classified ads
• Ezine ads
• Directory ads
• InstantBuzz™ ads
• Email subject lines
• Forum signature ads
• Email signatures
• Web page description meta tags...

then this ebook is one of the best investments you'll make. And combined with the FREE downloadable Insight Reports it links to, the BONUS split-testing software and free 90-day Iceberg Program there's nothing else we know of that comes close.

How do I get "Text Ad Secrets"? And how much does it cost?

Click on the BUY NOW button below to pay for your copy by credit card or PayPal and download your copy immediately in 100%-safe, printable, searchable PDF format.

SPECIAL PRE-RELEASE OFFER: First 100 copies only

You'll pay just US$49.95
US$29.95!

What about testimonials?

We'll add them as we receive them, but this is brand new. We're not about to invent them, and we decline to use the usual "you write me one and I'll write you one" rent-a-testimonial deals.

Feel free to send us your response for consideration, once you've had a chance to experience the results. (Please post it at our Help Desk.)

To purchase "Text Ad Secrets" at the special pre-launch price of US$29.95, click the BUY NOW button (below) now...

Thanks for your time and attention! John Counsel CEO and Founder The Profit Clinic