Bnonn provides 10 "practical steps" to increase paid-search ad conversions. They apply to several tactics, such as trying to gain more signups on a Web site's home page newsletter, or clicking through to view a product demo. Bnonn calls it "reducing friction." One clear bit of advice will help campaigns become more effective. Remember the "You Rule." The potential cllient or customer is not necessarily "interested in you,"but rather "himself and his problems." Rather than have the copy above the fold on the home page of the Web site highlight the owner or the company, focus on the prospective client and their problems.