Understanding the Inertia Promotion Principle
By Andy Brocklehurst

Have you ever set out using some form of promotion only and
then felt that it's not working?

If so did you give up and begin to look for another method?

So many people miss out on the benefits of web promotion
because the do not understand the Inertia Principle.

Let's look an analogy for a moment that will help you to
understand what this principle is and the importance of it.

Your best friends car won't start because it has a flat
battery, you do not have any jump leads but the car is on a
level, straight road and you decide that giving him a push
will help to get the car going.

You get behind the car with him inside, he puts it into
gear, hand brake off, and his foot on the clutch so that
you can push the car. - the plan being for him to release
the clutch pedal when you have picked up enough speed.

You lean into the back of the car and with all your might
you start to try to push the car. At first it seems almost
impossible, you are putting in every effort that you can
but the car hardly seems to move even an inch.

You keep pushing, it edges forward an inch or so, it still
seems that you are putting in tremendous effort but not
getting anywhere. You push more, the car moves a few inches
and it is seeming easier. As the car moves it gets even
easier to push, soon its moved a couple of feet and is
picking up speed, the more it moves, the easier the pushing
is getting.

Suddenly it seems easy to push the car, its moving further
and faster and yet the effort you are putting in is no more
than it was right at the start - this seems so easy now.

What you are experiencing here is the inertia principle.

So what does pushing your friends old car have to do with
promoting your web site?

Too often a form of promotion is started, but when no big
results come in the first few days we give up. Stopping at
that point is much like giving up before the car has moved
that first inch. It seems like you are putting in an
enormous amount of effort and getting no where fast.

The secret is to not give up but to keep pushing and let
the inertia principle kick in.

Let me give you a couple of examples from my own personal
experience:

1) I set out to do some promotion in Newsgroups, in the
first week I made around 90 postings per day, at the start
of that week I saw nothing in return, but by the end of the
week I had gained a couple of subscribers to my newsletter
(which was the aim at the time).

I could have said at that point "all that work for 2 new
subscribers - forget it" - but I knew the inertia had not
kicked in yet. I kept going, same postings, same groups. In
week two I gained 50 new subscribers.

Week three bought me another hundred or so - all from the
same promotion method.

2) I ran a batch of free classifieds using Yahoo. Again, in
the first week I saw very little response, but with the
same ads running, weeks two, three and four bought me five,
fifteen, forty six orders for my book on credit and
finance.

There are times when the inertia does not seem to kick in,
in which case it is time to review your headlines, or the
ad copy, or maybe the place where you are promoting is not
right. What is vital is that you do not give up too soon -
you must give the inertia time to kick in.

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Andy Brocklehurst is the founder/owner of Succeed
Marketing. He is also the publisher of a free weekly
e-zine packed with success tips for business and personal
use. Check out his web site at < http://www.succeed4u.com >
you can subscribe to his free weekly ezine by sending a
blank email to mailto:newslist@succeed4u.com