In addition to our consulting work, the FEAR Marketing Group also conducts a significant amount of research on the effectiveness of performance marketing strategies and techniques that increase revenues at the lowest costs possible.

Following are some of the publications authored by our consultants:

'7 Online Marketing 2'


At the height of the first Internet craze in the late 1990s, the hype was all about one-to-one marketing online. But as Arthur C. Clarke once noted insightfully: “New technologies are often overestimated in the short run yet underestimated in the long run.” Initially, this was the case with the Internet as a marketing medium. Back then, the hype was greater than the reality.

But the recent success of companies such as Google, Yahoo! and E-Bay have proven than the Internet is here to stay. What we have found is that too many marketers and business owners do not realize that these hyper-growth Internet companies are basically marketing services companies that can help you catapult your own business to success.

With the rise of new marketing technologies such as pay-per-click advertising, affiliate marketing and online viral marketing, even small businesses can compete with their multinational corporate rivals if they know the new strategies and tactics which are necessary if you want to fight and win on today’s ruthless ROI-driven marketing battlefield.

This book focuses on the seven deadliest mistakes that companies are making as they move toward the hopes and hypes of doing business online. If you can avoid these seven common pitfalls, you are well on your way to carving out a piece of the ever-growing digital pie. Includes suggestions on hundreds of low-cost Web tools and techniques that you can tap now to boost your online exposure and sales.

'7 Email'


We’re amazed when we hear so many online marketing consultants trumpeting that “e-mail marketing is dead!”

We certainly agree that you can lose a lot of money, waste a lot of time and ruin your business’s reputation by misusing e-mail marketing. But the fact of the matter is that e-mail marketing is one of the most cost-effective online marketing tactics you can use to build relationships, promote and sell your products and services.In our experience, the companies and consultants that believe that e-mail marketing is dead usually haven’t taken the time to find out e-mail marketing best practices, test them and determine for themselves how to best use e-mail marketing to promote and sell their products and services.

The 7 Deadly Sins of E-Mail Marketing will show you exactly how to use e-mail communications to increase your prospect pool, build trust among your prospective customers and maximize the life-time value of each prospect and customer. We make specific recommendations on e-mail marketing tools and techniques that have passed our rigorous testing and proven effective for many of our clients in recent years. Don’t simply dismiss a tactic that many are using to add millions of dollars to their bottom line simply because it’s not the latest fad.

'7 PPC'


More and more companies are shifting their marketing budgets to take advantage of the undeniable allure of pay-per-click (PPC) advertising. With the new advertiser-friendly tools that have been developed in recent years, you can truly monitor your customer conversion rates and react by changing your copy or promotional offers in real time or by shifting your budget to more effective media with the click of a button. What was once merely hype about guaranteed ROI on your marketing dollars is now a reality.

That being said, there are many PPC search engines out there that are willing to bleed your advertising account dry while serving up your ads on poor-quality sites or pop-up networks, which are subject to click fraud. In other words, anyone from your competitors to automated bots could be clicking away at your online ads to either run you out of business or simply line their own pockets with your advertising dollars.

So the question is: How can you take advantage of the booming online advertising marketplace, while protecting yourself against fraud?

We’ve interviewed executives from top PPC search engines, including: Google, Overture, FindWhat, Kanoodle and many more second- and third-tier sponsored-links companies to get the real scoop on what works and what doesn’t. Of course, as always, our core recommendation is to test before you invest, but we’ll give you the insider perspective on what’s really going on in this new Wild West of advertising so you can save time and money in the process.

'7 SEO'


Search engines are the new yellow pages. So as more and more consumers go online to search for products and service-providers, if you’re not in the search engine listings, you’re losing customers to your competitors.

And everybody seems to be in the search engine optimization (SEO) business lately. There are literally hundreds of vendors out there who are all saying that they have cracked the code of SEO and can let you in on their secrets for a price.

The fact of the matter is that very small changes that you yourself can make to your Web pages can make a huge difference in your site’s ranking in the search results. This book first takes you through the basics and then more advanced SEO strategies. We recommend a select group of the proven tools and techniques that you can either employ with little time and effort or buy and implement at relatively low cost.

Although we are big proponents of pay-per-click (PPC) advertising, we have found that most companies spend a disproportionate amount of money on their paid search listings without first optimizing their pages to attract search engines free and get what are known as “natural” or “organic” listings. Countless studies have shown that unpaid, organic listings served by search engines (such as those displayed on the left side of Google search pages) garner much more attention than their paid sister listings (as displayed on the far right of Google pages.)

Don’t make mistakes on the basics! Before you get out your credit card and sign up for potentially costly PPC advertising, make sure you are covering the basics and optimizing your site to attract free leads from the major search engines.

'7 Online Copywriting'


Are you spending more time on designing fancy graphics or coding flashy Web site effects rather than crafting persuasive writing for your Web site?

Face it – people go to top sites like Yahoo!, MSN, and the various online news sites for good information – not for flashy effects. And search engines don’t care if you have pretty colors or not. The question is: are you writing copy that will please the search engine spiders as well as entice a human reader to keep reading more?

Your online copy must grab the casual reader’s attention, build trust, generate curiosity and lead your site vistors smoothly to take the action that you want them to take. Whether you want your vistors to register, subscribe, qualify as leads, call you or buy from you online, you need to impress them with persuasive writing. And to effectively write persuasive copy, you need to understand what works, why it works and how to make it work better for you.

Whether you are the marketer responsible for the bottom line or the writer creating the copy, The 7 Deadly Sins of Online Copywriting provides the tools, techniques and tricks you need to get results.

'7 Affiliate Marketing'


Find out how you can grow just like did - through setting up an affiliate program and attracting others who are hungry to find good products and services to recommend to their already-existing client base.

You probably already know that others get rich by tapping OPM - Other People's Money. Now, find out how you can explode your sales by exploiting - OPDN - Other People's Distribution Networks.While we certainly believe that you should build and control your own traffic to your Web site, anyone who sells online also should consider leveraging OPDN through affiliate marketing. Join the hundreds of Fortune 1000 companies that are running affiliate programs and generating huge incremental income from these networks.

Although many are jumping on the affiliate marketing bandwagon, there are many pitfalls that cannot only waste your time and money, but also jeopardize your own business. If you don’t set up your affiliate programs correctly, you might end up managing thousands of affiliates who generate very little in sales for you. Or you might end up competing with affiliates for the same customers and thereby increasing your cost-per-customer.

So if you’d like to take advantage of the highly leveragable strategy of affiliate marketing, make sure that you avoid The 7 Deadly Sins of Affiliate Marketing, and you’ll be on the right track to catapulting your business toward success by leveraging the sweat, ingenuity and networks of others.