You've heard of the masochist, the person who likes to feel pain. You've heard of the sadist, the person who likes to inflict pain.

Most folks think these terms are pretty ugly and would never consider themselves to be either.

However, as human beings, we all have pain. We all have our worries, our woes and our problems. And though we may not enjoy them as the masochist does, they are in fact motivating.

Our pain and worry motivate us to act. We act to relieve our pain, to eradicate our worries.

How does this relate to selling? To sadism?

When it comes to doing Bum Marketing, many folks seem to struggle with the concept of searches and results and how the two relate.

The term searches has to do with finding keywords on which many people search. Sounds obvious, right?

When you use the Overture tool (at http://Inventory.Overture.com ) to do keyword research, you are looking at searches per month on the keywords you type in and the related keywords Overture finds for you.

Searches mean traffic. You want to get as much traffic as you possibly can. So in general you're going to be looking for keywords that have high search numbers.

Ah, but here's the rub...