Information.That's right: information. Whether it be information about theproduct or information about the producer, either way, you arelooking for information. So, naturally, before that advertiserever sent out that advertisement, he had to make sure that theinformation was there for you to follow through with if he hopedto make a sale.This means, in plain english, if you have a message to yourcustomers that you want them to follow through with, you have totell them what the message is in simple terms. And then, if youwant the listener or reader to do something with that message,you have to explain it to them so that it is easy for them tounderstand and follow through with.After all, what happens when you get to that advertiser's siteand the product is not there? Suppose you see a picture of theproduct, but no information about how to purchase it? Would youbuy it upo...

...n looking at first glance? In your busy day, would youlook around the website for a few minutes to try to figure outhow to purchase it? Would you find an email address and write tothe advertiser and ask? Most people would not. Most potentialcustomers would simply go to the next site or the next email ifwhat they see from a first impression is not what they expect.Suppose that the message WAS there? Suppose you saw the product,and you read about how great that product was and what it coulddo. Then, suppose you were really hyped up about that product,but could find no information about what to do in order to getthat product for yourself. The advertiser just lost a sale. Inabout three or four weeks, you will go to your local shoppingcenter and then you may see that product. Chances are, you willbuy that product from them. But, the advertiser who sold theproduct to you will get nothing to support the advertisingdollars that they spent telling you about the product.If you own your own web site, and you spend quite a bit of timemaintaining the information on that website, then you understandthe frustration that comes with telling someone about a greatbook and having them buy it from another bookstore rather thanyou, so you can support your work. That's why making sure yougive your potential recruits the information they need isimportant. Most people, by nature, want to support somethingthey believe in. If you don't offer them a way to do that, theywon't.So the best way to get your message out is not only to have amessage, but to be able to present that message in as simple ofterms as possible, so that the potential recruits have onlyminimal work to do for themselves in order to follow through.Let's take a look at where we are now:1. First you have to have a product, idea, thought or service.Without this step, none of the others matter.2. Then you have to make that product, idea, thought or serviceavailable to the public.The message has to be easy to understand, and simple to follow.I can't recall how many times I've visited a website that hadlots of information on it that didn't make sense. The cause wasjust, I'm sure, but the presentation of the information was sohard to follow that I would skip the whole message and go on tothe next web site.How many of you have ever read the Bible all the way through? Ifyou weren't a literary person who enjoyed Shakespeare or any ofthe other classic literature, then you probably are thinking,"Not me, all those thees and thous and whatsoevers get meconfused." There are a lot of great web sites out there who arevery information-oriented, but forget that most people arestraight forward people who want simplicity.When I was a child, my mother worked full time. So, to help easeher burden, she decided to let me do the cooking so when shecame home, dinner was already done and ready to eat. She wouldset out a peace of paper with instructions for me to follow eachday when I came home from school. It would look something likethis:Shonda,Please make sure you put a load of clothes in the washer. Thereare some clothes on the bed that need to be folded. When you aredone with that, clean that mess off the coffee table. Then youcan start cooking at 5pm.Here is what we are having for dinner tonight: Meatloaf andMashed Potatoes.To fix the meatloaf, first you will need to get all youringredients together.====(I'm going to skip this part because I think you got the idea)One of the ingredients happened to be diced onions. Keep inmind, for a nine year old who had a limited vocabulary but ahigh IQ, which my mom knew I had because of previous testing atschool and arguments with school administrators who wanted toskip me up a grade or two, I had no idea what "diced" meant. Isat there dumb-founded for the longest time, trying to figureout what "diced" meant. Finally, I knew it was going to get mein trouble, but I figured I'd be in more trouble if I didn't getdinner fixed, I called my mom at work.Of course, she answered with: "YOU CALLED ME AT WORK JUST TO ASKME WHAT DICED MEANT?" and then told me to look it up in thedictionary. DOH!But the point is, had I not had my backside to worry about, Iprobably would have never had supper done that night. Most ofyour readers don't have backsides to worry about, (some of themsimply are...but we won't go into that here...) and if you don'ttell them in simple terms the first time, they'll probably justgo somewhere else....