That full-page ad showed a medical bracelet that displayed the word "livestrong" engraved on the yellow, plastic wrist band. The wearer of the bracelet, a man, had his hand around the hand of his partner in life. The ad showed only their two clasped hands. That simple picture spoke volumes about medical bracelets.
The words at the bottom of the ad underscored the value of medical bracelets. The words, printed in bold at the bottom of the ad, expressed this powerful thought: "Your money can be bigger than just an investment." The ad had been paid for by the company known as American Century Investments.
The ad encouraged investors to purchase portfolios from American Century Investments. The ad did not state that owners of American Century portfolios could benefit from the sale of medical bracelets. The ad revealed that the owners of American Century portfolios helped to support some owners of medical bracelets. The portfolio owners supported the Lance Armstrong Foundation.
The Lance Armstrong Foundation reaches out to all people affected by cancer, including those dealing with breast cancer. The Foundation obtains money from the sale of medical bracelets. The Foundation encourages sale of the bracelets in a number of different ways. The Foundation does not use all of its PR funds to finance magazine ads. The Foundation also looks for bracelet-buyers on the Internet.
For example, in the first few months of 2004, a web site that focused on health encouraged purchase of medical bracelets. That same web site sought to make contact with the writers of keyword articles. The site owner provided writers with various keywords, selecting those that best fit with the interests of the writers. The site owner then asked the writers to compose one article for each keyword, and to pepper the article with his suggested keyword. He also requested that the mention of medical bracelets be made at the bottom of at least some of the articles.
The owner of that web site was intent on choosing keywords that would help his web site to attain a high position in the rankings of one particular, one well-known search engine. In fact, the writers were to be paid by that same search engine. By reaching for a high ranking, the web site owner delivered a guarantee that articles with the mention of medical bracelets would stand a good chance of catching the attention of the average Internet user.
One woman, a writer new to writing keyword articles, provided that web site with several articles. She did not purchase any medical bracelets, but she did learn how to write keyword articles. She now uses her writing skills to compose many keyword articles, including articles that focus on breast cancer and on medical bracelets.