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Web Marketing And Promotion Strategies For Small Business
Wed 22nd Sept.'99
In this issue:
1. Introduction
==>CSS, competition, and other news.
2. Voting Booth
==>This week's quick poll and last week's results.
3. Feature Article
==>"Don't Gimme No Solutions!" by June Campbell.
4. This Week's Posts
==>A) [Continuing] Comments And Question
- Don Morris
- Azam's Comment
==>B) [New Topic] Ezine Articles available
- Julie Jordan Scott
- Azam's Comment
5. Tip
==>Trust Your Knowing by Stacy Brice.
6. Pause For Thought
==>Emerson, Goethe.
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=================================================================
=====================
+ Introduction +
=====================
Hi,
Nice to be with you once more!
I've been busy on the Now Sell! site again over the last week.
Stimulated by Don's post in the last issue, I've been adding to
my knowledge of CSS (Cascading Style Sheets) and have already
made a few additions to my style sheet file. In particular these
have enabled me to overcome some minor presentational problems I
was experiencing in regard to a major new feature on the site, as
well as rectifying some general 'niggling' annoyances on other
areas of the site.
If your not already using it, learn and employ CSS on your site,
it's extremely useful and far more flexible than the
presentational aspects of HTML. Even a simple implementation can
save you oodles of code (read 'download time') and makes updates
and modifications both quicker and far simpler.
For example, on a conventional 'HTML only' site, how many
thousands of lines of code would need to be changed in order to
have the text of every page appear in Verdana instead of Arial?
Using a site wide style sheet you would only have to change ONE
LINE! One line for the entire site!
I'm also working on a new homepage design to incorporate all of
the new features and to replace the current 'temporary' homepage
(it doesn't look temporary but was always envisaged as such).
As we turn into the winter months and the holiday season, make
sure you're prepared for the Internet's peak period. Give your
site the once over and see if there is anything that could do
with improving to help you capitalize on the most profitable time
of the online year.
<>
COMPETITION! Win the sponsors ad position at the top of Biz
Bits by referring new subscribers! Whoever refers the most new
subscribers over the next month, between now and October 1st,
will win the coveted spot for 2 WEEKS! This is the one ad that
EVERYONE sees, so make the best of this targeted opportunity.
Ask the people you introduce to send a blank email to the
following address (you need to replace the part after 'subject='
with YOUR email address):
mailto:subscribeBB+nowsell.com?subject=YourEmailAddressHere
That's subscribeBB+nowsell.com with YOUR email address as the
SUBJECT of the message (the same address you use to receive Biz
Bits). Do NOT use the usual BizBits@NowSell.com.
You may also use this address if you place your own ads as a way
of introducing new subscribers (you can get loads this way!).
Closing date for entries is the 1st of Oct. The winner will be
notified personally as well as being announced here.
<>
Yes, I am still receiving posts for Biz Bits that should be sent
to the FFA list. So I'll repeat again for the benefit of new
subscribers:
Posts to Biz Bits [mailto:BizBits+topica.com]:
These should be regarding useful information for the group,
questions, comments, or replies to previous posts. The only
advertising allowed is that contained within your signature file.
Posts to Biz Bits FFA [mailto:FFA+topica.com]:
This is where you can send all of your ads, sales letters,
promotion offers, etc. You may post once every day. If you've not
yet joined, you can do so with a blank email to
mailto:FFA-subscribe+topica.com
<>
Tell me what YOU think! Send your feedback, comments, what you
like, what you hate, etc., to me at: mailto:azam+nowsell.com
Aim to win!
TTFN
Azam
PS - Do you know how to get listed in Yahoo? You will if
you read "MYSS!". http://www.sitesell.com/info.html
-----------------------------------------------------------------
Your Privacy:
I greatly value your trust in me. I will never, ever, under any
circumstances give or sell your email address to anyone. Period!
-----------------------------------------------------------------
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=================================================================
=====================
+ Voting Booth +
=====================
This is the place where we take a quick poll for a snapshot of
the Biz Bits family's position on a given topic.
This week:
Do you have problems managing your time efficiently?
YES! >>>> mailto:yes+nowsell.com
Yes, I can never seem to get everything done and often spend too
long on unproductive tasks!
NO! >>>> mailto:no+nowsell.com
No, I have a set list of things to do each day that I work
through, being careful not to spend to long on any one task!
ERR? >>>> mailto:err+nowsell.com
I'm not sure... depends... ?
*** Add any additional comments in the body of your vote mail ***
=====================
Last week:
Do you think you need a web site to make money online?
YES! >>>> 86%
If you don't have a web site, you can't make money long term!
NO! >>>> 0%
No, there are other ways of earning a steady income without
setting up your own site!
ERR? >>>> 14%
I'm not sure... depends... ?
I agree with the vast majority here with the single caveat that
your web site need not be your primary focus, and may play a
supporting role to your other activities.
Keep those votes coming!
=====================
Voters Feedback:
ERR?
Hi Azam,
There are some that are making money online without websites.
It just makes it easier if you have one though I would think,
Penny Widell
Penny Widell:ICQ40299131 Mailto:pennydw+wcenet.com
[Azam: Have you noticed how Penny makes a post or a small comment
every week? Do you realise that pretty soon every subscriber will
know her name, and how much easier that will make it for her to
generate a positive response if she ever decides to offer them
something? It will. Believe me. Way to go Penny, keep it up!]
=====================
=================================================================
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=================================================================
=====================
+ Feature Article +
=====================
-------------------------
Don't Gimme No Solutions!
-------------------------
by June Campbell
Ever thought that this whole technology thing is just too
confusing for the average person to understand? Ever visited a
web site to learn about a new computer product only to leave
the site muttering, "I don't get it. It's way too complicated?"
Well, if you have, you're not alone, and the problem may not be
of your making. The way I see it, the technology marketers on
the Information Superhighway are spinning their wheels in a
morass of jargon and hype. The result? A phenomenal tendency
to say much and communicate little. When these Marketer Persons
put pen to paper, or fingers to keyboard, who the *^&* knows
what they're talking about? Not me, and certainly not the end
user, the person who might actually want to buy the product, if
they knew what it was and what it cost and how they might use it
For example, after spending ten minutes trying to interpret a
press release that somebody sent me, I gave up in despair and
went to the company's Web site, where, it was promised, full
details would be provided. What did I find? You guessed it.
After clicking my way through several pages of slowly
downloading Web files, the only thing I knew for sure was the
name of the owner of the company and the fact that they were
launching a wonderful new "solution" that they believed would
solve somebody's problem. But who's problem? And how? Don't
ask me. How much does it cost? That's top secret information,
apparently. How do I buy it, supposing for some perverted
reason I wanted to purchase a mystery product? Classified
information.
Here's a tip, gratis, for all you people who are trying to
promote, sell or market technology related products. FORGET THE
JARGON AND DESCRIBE YOUR PRODUCT IN A WAY THAT EVEN AUNT MABLE
COULD UNDERSTAND! Because just maybe Aunt Mable might buy it
if you lost the spin and told her exactly what it is you've got
for sale.
Let me give you an example. Wade through today's collection of
junk mail. Do you see anything from McDonalds inviting you to
phone them and ask for details about their proprietary,
integrated nutritional solution, developed in-house and
designed to accommodate your daily basal metabolic requirements
for dietary supplements? My guess is you won't find that. You
will find information about their HAMBURGERS AND FRIES. You'll
even find the prices mentioned right up front for the whole
world to see.
This unusual approach, which involves actually stating what it
is you are selling, and how much it costs, and how a person can
order it, has apparently worked well for outfits like
McDonalds, and GAP and Ford and the other big names in retail
sales. How about giving it a try in the technology industry as
well?
The ability to spew forth jargon like a volcano spews molten
lava might impress other marketing people and possibly
government employees. But remember, gentle launcher of a new
product, it is not other marketing people who will become your
customers, and it is not other marketing people who will read
your press releases. It is the public, the great unwashed, who
you want to reach with your marketing message. And they won't
waste their time trying to figure out marketing material that
comes chock full of 'bummph', a term coined by my
grandfather, which loosely translated, means 'bull droppings.'
Don't waste my time telling me that you're launching
a "remarkable new solution that promotes integrated data
management of media content that will realize better return on
investment (ROI), and that, in fact GISTICS has evaluated
potential ROI to be as high as 16:1. (GISTICS, 1997) with
general benefits translating from enterprise to workgroup to
individual users, and ultimately represent new revenue streams,
a reduction of resource requirements, and less down-time
between projects …."
Tell me what the dickens it is you are selling, why I might
need it, how it'll help me. Say it plainly. Give examples.
Lose the word "solution", which as become a mean-nothing, over-
used term if ever there was one.
Oh, and one last thing. Tell me the price. When I stroll
through the shopping malls, every item on display has a clearly
marked price tag. To my untrained eyes, this approach to
selling seems to work well, based on the numbers of people who
load their carts at shopping malls, boutiques and
supermarkets. Speaking of supermarkets, did you ever notice
the items that are displayed for sale beside the cash register?
How many people would buy that magazine or that package of gum
if they had to email away a request for pricing and ordering
information and then return two days later when the information
had arrived? My guess is, sales of Juicy Fruit would go down,
down, down.
Before I finish my rant du jour, here's a little quiz to see
whether you've been paying attention. Please answer the
following skill testing question:
Q. I am reading this newsletter because: (pick one)
a. It's an integrated, information distribution solution that
enhances my awareness of the issues generated by and pertinent
to digital technologies.
b. It's an integrated solution to entertainment and time
management challenges.
c. It's got some cool business information and the price is
right.
If you selected 'c', please rip out this column and mail it to
the Marketing Person of your choice.
June Campbell is a professional writer. Visit her Business
Resources Site http://www.nightcats.com to subscribe to
The Roundup -- a FREE business ezine or to enter a contest to
win a "How-To Booklet" for business plans, proposals,
brochures, etc.! You'll find free articles, a daily business
news feed, a currency converter and much more.
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=================================================================
=====================
+ This Week's Posts +
=====================
A) [Continuing] Comments And Question
- Don Morris
- Azam's Comment
Date: Tue, 21 Sep 1999 00:34:39 -0700
From: mrtoner+pe.net
To: BizBits+topica.com
Subject: CONT: Comments And Question
On 9/15/1999 4:14 AM, Penny Widell wrote:
But the Magic Learning I have a hard time to decide how to
market it or to who. This one you can market for kids to make
learning easier. But where would you put it on the advertising
sites? That is my problem where to list them at on the sites?
Let me tackle this from a different direction, Penny. I have
found that there are two online areas in which I can target a
particular audience, besides the web: newsgroups and discussion
lists. Both function similarly, but there are trade-offs to each.
Newsgroups are the Internet's original bulletin boards. Here you
can find discussions on every topic imaginable, from aardvark
raising to zylophone tuning (okay, that's a bit extreme, but you
get the idea). You can browse newsgroups by using a dedicated
news reader like NewsWatcher, or with Netscape Communicator or
Microsoft Outlook Express. Following a discussion and
participating in it is usually no more difficult that using your
e-mail program.
Discussion lists are very similar, but the messages are sent via
e-mail just like Biz Bits. The major disadvantage of e-mail
discussion lists is the sheer volume of messages that you may
receive (although a digest version of the list, if available, may
cut down the flow). Also, you may not be interested in every item
that is being discussed; news readers allow you to download only
those messages that pique your interest. However, discussion
lists are much easier to setup than a newsgroup, particularly if
the administrator wants to limit who can participate.
I quickly did a search for newsgroups that revolve around
education and came up with some that may have members that would
be interested in your product:
news:alt.education news:alt.eductaion.alternative
news:alt.education.home-school
news:alt.education.home-school.christian
news:alt.education.homeschool news:misc.education
news:misc.education.home-school
news:misc.education.home-school.christian
news:misc.education.home-school.misc
There are probably others that will help you target your
audience; these are just the ones that I recognized right off the
bat. If you're looking for discussion lists, the Internet Scout
Project is the granddaddy of list indexes, plus the major list
services have search engines to find the lists that you want.
http://scout.cs.wisc.edu/caservices/new-list/>
http://www.topica.com http://www.egroups.com
http://www.onelist.com
The foremost thing to remember as you work these forums is that
no one here likes blatantly commercial advertising; in fact, you
probably will be kicked off the discussion lists if you attempt
it. To be effective, you must establish yourself as an expert in
your field. I hope that you've chosen the Magic Learning product
because you have some expertise in the field of education. By
using that expertise online, you will gain the respect of the
forum members. At that point your signature will begin to do the
advertising for you.
For example, I participate regularly on the
news:comp.periphs.printers newsgroup. I give advice for laser
printer users who are having problems with their printers, and
subtly direct users to my website by including it in my
signature. A recent newsgroup reader had this to say: "[I found]
a wealth of other very useful information, of which you were the
major author. Your posts simply reek of knowlegability [sic]...It
is most generous of you to share your expertise, and the lowkey
manner in which you do so is in such stark contrast to the other
technicians in the group vulgarly hawking their wares."
(I've also managed to plug my business in the preceding
paragraph, which is only effective if you remember the motto of
discussion lists: Give, then get.)
Hopefully this is helpful to you, Penny, and the others reading
here. There is more to marketing online than the web. Good luck!
--
Don Morris............mrtoner+pe.net
.....Supplies, Parts and Support For Your Laser Printer.....
.. support+lasermedic.com. http://www.lasermedic.com/?BB ..
Effective followup with your online leads:
http://www.lasermedic.com/postmaster.lasso
~~~~~~~~~~~~~~~~~~~
*Azam's Comment*
~~~~~~~~~~~~~~~~~~~
Thanks for another great post Don.
Don's packed a lot of helpful information in there and he's right
on all counts.
Be sure to fully absorb the sentences "To be effective, you must
establish yourself as an expert in your field. I hope that you've
chosen the Magic Learning product because you have some expertise
in the field of education." As I said last week in relation to my
statement "your niche chooses you", this is one of *the* two most
important factors for long term online success, the other being
that you really enjoy doing it.
As Don intimates, his post is a perfect example of how to
capitalize on the opportunities discussion lists provide to those
that know their niche and are prepared to give in order to
receive. Just about everyone knows about something, the question
is have you chosen that as your niche, or have you been seduced
into following an apparently more profitable or more glamorous
avenue, but which you know so little about that it will almost
certainly lead to your eventual failure?
After reading Don's post, if I had problems with a laser printer,
I'd be checking out his site straight away - wouldn't you?
~~~~~~~~~~~~~~~~~~~
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B) [New Topic] Ezine Articles available
- Julie Jordan Scott
- Azam's Comment
Date: Tue, 14 Sep 1999 17:40:33 -0700
From: julieja+lightspeed.net
To: BizBits+topica.com
Subject: NEW: Ezine Articles available
Hi Azam!
This is a great resource where ezine editors can find excellent
articles to publish in their ezines, normally with a sig line as
payment. I have a few of my articles here as well, here is the
address where you will find them:
http://www.ideamarketers.com/library/profile.cfm
You will be able to find articles on literally ANYTHING you might
be interested in!
Happy Publishing!
Julie Jordan Scott http://www.5passions.com Passion for Purpose,
Parenting, People, Poetry and Prose Don't Miss Our Logo Contest!
~~~~~~~~~~~~~~~~~~~
*Azam's Comment*
~~~~~~~~~~~~~~~~~~~
Thanks for your post Julie.
Yes, IdeaMarketers is a useful resource for both writers and
publishers, I myself joined at the beginning of July. My articles
can be found at:
http://www.ideamarketers.com/library/profile.cfm?writerid=370
And before you point it out, I know it seems a bit odd that my
ID# is 370 and Julie's is 371, especially since we're on two
different continents!
Julie's post reminded me to go and add some of the many new
articles I've written since joining.
Her post turned out to be doubly useful to me: on the evening
following my new submissions, I received a request from
IdeaMarketers to use my article, "Web Site Text and Navigation"
(as appeared in Biz Bits on 8/9/99) in both their Ezine and on
the site, as it had been selected as one of this week's 'Best of
IdeaMarketers'! (Runs 'til this Friday I think).
The next day I received this unexpected mail from IdeaMarketers:
You received the following feedback/evaluation from a visitor at
IdeaMarketers about your article,
"Web Site Text and Navigation"
Email address of commentor: XXXX+aol.com
This visitor ranked your article with a 5 on a scale of 1 to 5.
(1 being the worst and 5 being the best.)
They also offered the following comments:
"This article is very helpful. It contains specific how-to info
which is often not addressed in other articles or instructions.
People want to know EXACTLY how to do something. You tell them
how. Thanks, Cheryl"
Now, besides making my head swell , this is a really great
feature both for writers to find out what's good or lacking about
their work and for publishers/readers to let the authors know
what they want.
Head on over to IdeaMarketers.
If you're a writer get free publicity: open a free account and
submit your articles. Before doing so, you might find it useful
to put them all on separate autoresponders, as this is an
optional feature that some visitors to IdeaMarketers may wish to
take advantage of.
If you're a publisher or reader get original articles: search for
your areas of interest and after reading an article *please* take
a few moments to complete the feedback form and send your
comments to the author. Even negative criticism is useful (when
constructive). Most of the articles are free for your use as long
as you include the resource box (author info) at the end of the
piece.
Support IdeaMarketers so they can better support you. Tell Marnie
I sent you!
Hopefully next week I'll tell you about another place to put or
locate your articles.
Send your information, question or comment to appear here next
week and start advertising yourself. mailto:BizBits+topica.com
~~~~~~~~~~~~~~~~~~~
=================================================================
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the Internet. http://www.marketingtips.com/t.cgi/20370/
=================================================================
=====================
+ Tip +
=====================
Trust Your Knowing
by Stacy Brice
Be honest. When was the last time you leaped out of bed, threw
open the window and said, "Thank god I'm alive! This is the most
glorious day, and today I'm going to do something so fabulous it
will change my entire life?" -- Kathleen Neville
Over the last several days, people have come to me with a
personal or professional crisis. They wonder why these things
happen to them.... why they find themselves in such uncomfortable
places in work or relationships.
And I believe that those things happen when we're not paying
attention to signs and signals we see as we move through life.
I believe in a four-step model about this. Here's what it looks
like:
Message ===> Lesson ===> Problem ===> Crisis
Things show up in our lives first as Messages. These are the
gentle rumblings inside which make us uneasy, or give us a sudden
flash of intuition that something just isn't right.
Usually, we ignore them.
When we do, they come back to us as Lessons. A bit of a stronger
message -- usually with some consequence involved, and something
to learn.
Sad to say, we often tend to ignore the Lessons as well.
Lessons come back to us as Problems. When we have Problems,
however, we try to manage the symptoms... find a fast fix for
them, rather than looking at the root cause.
Unfortunately, when we do, the fix isn't long-lasting, and the
Problem turns into a Crisis.
And it's only then.... when we're exhausted, or very ill, or
distressed beyond measure, that we actually do something about
it.
Of course, it's in the middle of a Crisis that we look tearfully
at friends or family and say something like, "You know, I knew
that was going to happen! I just knew it." And we begin to recall
the Messages and Lessons, and even the Problems which came before
this Crisis which showed it was on the way! We look back and can
see clearly the warning signs that we chose to ignore.
And why? Why don't we tend to pay attention to signs and signals
and act on them at the point at which they appear? Why do we have
the tendency to let things get out of control in our lives before
we're willing to pay attention? Why do we need an actual "wake up
call" before we're willing to stare reality in the face?
Because we're not taught to honor our own knowing. We're taught
that unless there's hard evidence of something, we can't know
anything.
We're taught that things have to be seen to be believed. I
believe that there are some things which need to be believed to
be seen. This knowing of yours is one of them. Each of us knows
things.... it's instinctive, and we know them as sure as we know
our own names.
So the reality is that we just don't pay attention. We're asleep.
We receive Messages, and we shrug them off, or poo-poo them away.
Until, that is, we're in the middle of a Crisis, and we can't
postpone the inevitable anymore. Then we pay attention quickly!
So my challenge to you is this:
Wake up!
In all things professional and personal, begin to pay attention
to that little voice inside you which whispers Messages to you.
It's never wrong. When you hear it, act on it!
Imagine how much heartache and suffering you could spare yourself
if you acted on that first Message, rather than waiting for the
Crisis! Imagine how great you'd feel if you acted on a Message,
got yourself out of a bad situation, and later could look back
and say "Wow... am I glad I didn't have to go through that,"
rather than, "Oh Noooooooooo! This is horrible! I can't believe I
let things get to this point!"
Trust your knowing.
Copyright © 1997-99 Stacy Brice. All rights reserved. Stacy Brice
is a professional business coach and founder of AssistU -- the
premier organization training and coaching Virtual Assistants,
and providing referrals to those business owners who want to work
with them. For more information about Virtual Assistance, visit
her website at http://www.assistu.com or email SBrice+AssistU.com
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=====================
+ Pause For Thought +
=====================
"Insist on yourself; never imitate. Your own gift can present
every moment with the cumulative force of a whole life's
cultivation; but of the adopted talent of another you have only
an extemporaneous half-possession."
- Emerson
"Men are so constituted that everyone undertakes what he sees
another successful in, whether he has aptitude for it or not."
- Goethe
=====================
OK, that's it for this week! Below you'll find the info section.
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