Written By: Jillayne Schlicke

Jillayne Schlicke is the Washington State Director of Education and Technology Specialists for First American Title and Escrow in Seattle. She writes and presents technology education for the real estate and mortgage industries on topics ranging from Emerging Technologies, Internet Privacy, Internet Security, Contact Management Systems, PDA's, and Wireless Technologies. The author is not a reseller of any product referred to in this article. Any software mentioned can be purchased from your favorite online or retail software vendor, or directly from the software developer. Jillayne can be reached at www.Schlicke.com.

Three frequently used advertising themes are: sex, death, and fear. Of these, "fear" sells more products. Forrester Consumer Research reports that consumers fear the cost, change, and obsolesence associated with technology. It's not a coincidence that attention-getting headlines on your favorite magazines are designed to invoke fear.

Look at the topic of "Internet Security" from a different perspective. Publishers want you to buy their magazines because they've sold lots of advertising space. Advertisers reinforce the consumer's fear of technology, which builds demand for security products. So we buy the magazines, become overwhelmed and do nothing.

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