A rather large number of people in the Internet Marketing sector utilize the services of various Traffic Exchanges. Many of these people will tell you that Traffic Exchanges work for them, while others say they don't. The fact that literally tens of thousands of people use them should be an indication of their value. However, understanding why they work for some people and why they don't for others is critical. Like any advertising medium, TEs are not a one-size fits all approach. If you want to be successful with your use of Traffic Exchanges, you have to understand the demographics of those who use them. As Yogi Berra says: you have to be careful if you don't know where you are going because you might not get there.

Traffic Exchanges rotate the pages of their members for other members to view. This is generally referred to as surfing the TE. A particular page (website) will display in the surf rotator for 15-30 seconds, depending on the particular exchange. By surfing (viewing) the pages of other members, you earn credits for your own sites in the rotation. If you don't want to spend time surfing

you can purchase credits, but in most cases members surf the TE in order to obtain credits to put their sites in rotation.

Keeping in mind that your own pages will only be displayed to members for a limited 15-30 second interval, the key is to get your message out there quickly and often. Consider as you drive along a highway with billboards on the side of the road. Most times you will either ignore these billboards, or only get a brief glimpse of them. Successful billboard campaigns don't have paragraphs of information on them. Rather, they provide a "quick hit" message. Since people are driving by these billboards rapidly, it just isn't practical to load them up with information that people won't have time to read. The whole idea is to provide a glimpse of the product or service; just enough to register in the person's consciousness as they drive along. Do you know anyone who actually stops along the side of the road to read a billboard? TE's are the same way.

Successful billboard campaigns also use repetition. If someone briefly sees the same billboard several times as they drive, they will eventually become curious about the product or service. One lone billboard on one highway is unlikely to produce results. Putting your site in rotation 5-10 times isn't going to work either. Repetition, repetition, repetition!! That is a classic

axiom of any advertising campaign.

The most effective approach to success with Traffic Exchanges is the use of Splash Pages. Like a billboard, a splash page gets your message out quickly. A good splash page should fit completely into the surf window of the TE. The reality is, most people are just not going to scroll down a lengthy page. They are trying to accumulate credits for their own sites and in most cases they aren't going to take time away to read lengthy text (more on that in a minute).

Your splash page should be attractive, and designed to grab someone's attention. But it shouldn't be so loaded with graphics or Flash that it takes too long to load into the surf frame. Remember, you are on a 15-30 second timer. If your page takes too long to load, the surfer will likely hit "Next" before your page is even seen.

Your splash page should give the surfer the option of clicking your link and opening it in a new window. That way, if they are interested they can come back later to check it out without interrupting their surf session.

Likewise, if your intent is to develop a mailing list for a product or service, make it short and simple. Give a brief description of the product along with a quick name and email signup form. As before, this should all display within the surf frame.

I have seen numerous pages in a surf rotation that display the actual product site. In most cases, these are filled with text and numerous links for FAQs, Member Benefits, and so on. That just won't work. Most people aren't going to take the time to read through all of that while they are surfing. Think about it from your own perspective. If you are surfing a TE do you really take the

time to read the lengthy pages that come up? Most surfers don't either.

One of the approaches that seems to be in vogue in the Internet Marketing sector is the narrow sales page that seems to go on forever describing the product, freebies, testimonials, and so on. I never bother to read these. Unless you are a well-known "guru", it's unlikey anyone will read such pages in a TE. It may work for the gurus because of their name, but it doesn't work for

most of us. Truth is, many people will buy from one of the so-called gurus without even reading the entire text. I may not like that, but it's the way it is.

Most Traffic Exchanges allow one "popup" or "pop-under" page to accompany your main rotation page. I'm not a fan of these. My feeling is, if you can't get the message across with your main page, the popups aren't going to help, and in many cases, they are just annoying and counterproductive. As for the TE sites that allow multiple popups, I won't use them. Period. If you really want to add a popup to your site, go ahead, but consider their effectiveness vs. the aggravation factor. Again, consider your own surf tendencies. Do you really like all those popups when you are surfing?

Many pages in rotation also include audio and/or video. In my view, these are just another annoyance. I consider myself a typical TE surfer. I bet I'm not the only one that turns off the sound on my PC before I start a surf session. They also cause the page to load slower, which in turn means the surfer will often hit "Next" before the page has fully loaded. Use audio/video if you

must, but I am likely to ignore the site and just wait for the opportunity to go to the next page.

In summary, if you want to successfully use the services of TEs, use splash pages. Make your message quick and catchy. Give the surfer the opportunity to open the page in a new window so it can be more thoroughly checked out after the surf session is finished. Don't make your pages so long no one will bother to read them, or they don't fully load in the time allotted. Your potential customers in a TE are driving by a highway billboard. Get their attention quickly, and don't annoy them.