How about a story

This is a story about a company that wanted to increase their business. We'll call them Company A.

Now, Comapny A had been spending most of their advertising dollars on Yellow page ads and direct mail. They like this type of advertising and felt it was giving them the best bang for their buck. Also, when they got a call, they could ask where the prospect heard about their business.

Company A also had a website. The company who developed the website offered to get them listed on Google and Yahoo!. Which, when you typed in "Company A" into the search field on Google, would show their listing.

However, if you typed in generic search terms such as Product X, which Company A sold, they would not appear in the first or second page of results.

Company A hired Webuzzer and within 24 hours whenever you typed in Product X, Company A was listed in the number 2 position.

Each month we give them detailed reports that show how many people saw their listing, how many clicked on the listing and visited their website and how many of those visitors purchased Product A.

Next month we are going to experiment with "Specials" to see shich ones work best with their customers.

Neat story huh.