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Everyone knows that you can wear out your clothes, you can wear out your shoes, you can even wear out your computer or your car but have you ever stopped to think that you can wear out words?

Now before you rush off to something that looks a little more exciting that a column about words stop and think for a moment about what you're selling and what you use to make those sales.

Whether you like it or not, you're using words to make those sales; sure, you may use hardcore images but somewhere in your free sites or galleries there are words too. And those words are important because it's those words that ultimately influence the surfer to head over to your sponsor to see more and even buy a membership.

So words ARE important to you and if you're silly enough not to realize the fact then you deserve all those low sales figures that you're getting each month. However if words are important to you shouldn't you be spending more time considering the words that you're using in your sales pitch?

One of the things that you should be considering is the power of the words that you're using. All words have power and some have a lot more power than others. Some words are so powerful that most human beings are conditioned to react to those words in a very predictable way but there are other words and phrases that have some power that you may not have thought about.

Spammers have certainly thought about the power of those other words and phrases and they've used them over and over again. I'm not about to tell you that I'm offering you some powerful life-changing advice ... but spammers will.

They use words that sound credible and important and they use them to influence people to buy the products that they are selling. And they go on using them until those words are worn out and completely devoid of effectiveness - they still have meaning but their effectiveness is gone. At that point they go looking for different words that will have the same impact.

And so many adult ... and mainstream marketers ... are a bit like those spammers. They look for words that have power and credibility and they go on using them till they are worn out. But unlike the spammers who recognize when the words they use are worn out most adult and mainstream affiliate marketers don't understand that words can wear out.

Instead of accepting the fact that the words and phrases they want to use have a life span they go on using those same words and phrases over and over again long after they have been worn out ... and of course you can guess what the result is. Using worn out words and phrases will result in falling sales because those words will simply lose their impact and people who see them will not be encouraged to buy from you.

So what can you do to avoid using worn out words? Well I suppose that you can go looking for new ones but the supply is very limited and spammers have certainly been working just about every word or phrase that has credibility to death and the amount of time between when a word or phrase begins to have power and when it reaches its use-by date is becoming much shorter.

In the past that time could have been measured in years but then the Internet came along and now most words and phrases can be worn out in a few short months. Soon that time will be even less so what will you do then? How can you go on making sales when the words that you rely on are no longer effective?

It's definitely an interesting problem and one that you really do need to think about. Of course you will still make sales even though you may be using words that are worn out but you won't be making enough sales to survive. So you do have to tackle the problem because it won't go away and it will go on impacting on your bottom line until you find some way of overcoming it.

And the answer is ...? Well I think the answer could be different things for different people and for some there simply will be no answer. This is something that strikes at the very heart of your marketing ability and if you have no marketing ability then perhaps you should pack up and leave now.

On the other hand you could start to experiment and see what works for you. Some experts are suggesting that the best way to overcome the problem of worn out words is to start branding yourself and your websites. When you do that you will be building up recognition and even some trust and then, even though you might still be using worn out words, you could go on making sales because people trust you.

Sadly though, in adult marketing, the idea of building up trust on the affiliate side of the marketing model is not something that many care to think about. Instead it's far easier to pick a sponsor who pays the most and not worry about whether there really is value there for the people you send to their sites.

If that's what you have done in the past and what you intend doing in the future then branding probably won't work for you. However there could be something else out there that will work for you and you do need to find it because worn out words are not going to keep on putting money in your pocket for much longer.