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WEB MARKETING EZINE
The Human Face of Web Marketing
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March 6th., 2002 Issue #180
ISSN 1444-2027
Contents
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1. Sponsor's Message
2. First Word
3. Tips, Tools, News and Views
- Free Direct Mail Guide
- Validate Your HTML for Free
- Information Treasure-Trove
- Get Real, Guys!
- Free Training Courses of The Week: Photoshop 5.5 & 6.0
- E-Commerce Term Of The Week:
4. A Touch of Humor
5. Classified Ads
6. Free Training Courses
7. Feature Article: The #1 Reason For a Web Presence (Part 2.)
8. Our Companion Ezine
9. Administrivia
Visit our companion website at http://www.WebMarketingEzine.com
Want to read this online? For your convenience, the Current Issue
of WME is posted each week at the WME website. Just visit
http://www.WebMarketingEzine.com/currentissue.htm
=================================================================
1. Sponsor's Message
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2. First Word
=================================================================
Hi All!
Time is short this week, so the class gets an early mark! I hope
you enjoy and profit from this week's offerings.
Till next week, have a good one!
John
Thought For the Week:
"Don't let life discourage you; everyone who got where he is
had to begin where he was."
- Richard L. Evans
+================================================================
3. Tips, Tools, News and Views
=================================================================
Free Direct Mail Guide
----------------------
It's true. Direct Marketing in general, and Direct Mail in
particular, is the most scientific form of advertising there is.
There's no bull here- no warm, fuzzy feelings, no brand builing,
just cruel, hard numbers. There's no sentiment, just results.
There's no reliance on guesswork, but testing, testing, testing.
Direct Mail incorporates both snail mail and email. The more you
can learn the elements of success of this tough school of
Marketing, the better equipped you'll be to take on the world.
Here's a little something that will help..
"Receive a FREE copy of Name-Finder's Direct Mail Guide - a
brief overview of direct mail marketing and mailing lists. Over
40% of your direct marketing campaign's success depends on your
mailing list strategy. Learn how to maximize your direct mail
results with the right mailing lists and unlock the full
potential of your direct mail campaign. Order your FREE Direct
Mail Guide at: http://www.namefinders.com/dmguide "
If you're serious about improving your copywriting skills, here
are a few suggestions...
1. Take Joe Robson's great FREE 5-Day Netwriting Course. Just
send an email to mailto:[email protected]
2. I recommend 'Make Your Words Sell', a wonderful eBook by my
friend Joe Robson, and Ken Evoy. Joe's a regular contributor to
WME, and is acknowledged as one of the best in his field. To
learn more, check out http://myws.sitesell.com/itsyourfuture.html
3. I also recommend Yanik Silver's excellent 'Instant Sales
Letters. There's a host of highly useful information on
copywriting, and a suite of pre-written sales letters that you
can use from Day #1. You can learn more at
http://www.webmarketingezine.com/isl.htm
(Disclosure: I am an Affiliate for the last two products.)
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Information Treasure-Trove
--------------------------
WME regularly brings you White Papers of interest to Web
Marketers. A reader recently asked "What is a White Paper".
Before I had a chance to answer in these pages, I discovered a
wonderful site called IT Papers.com. It's a constantly-
evolving collection of White Papers broadly focused on IT issues.
Currently there are 28,412 White Papers listed in their search
engine! To answer the question "What is a White Paper?", and to
tell you a bit more about IT Papers, I'll quote from their site.
"What's a White Paper?
In the IT community, a White Paper is an informational brief
offering an overview of a technology, product, issue, standard,
policy, or solution - its importance, use and implementation, and
business benefits. With the growth of the Internet as a fast and
easy vehicle for distribution of information, White Papers have
emerged as the standard way of communicating more in-depth
information to IT and business decision-makers in terms of
problems solved and markets addressed - the key criteria for
product selection.
At ITpapers, you'll find White Papers that...
- clarify the broad outlines of an issue to non-specialists
- summarize the implications of a new technical or business
development
- introduce a new technology to general IT business readers
- stake out a company's approach to a particular issue or market
set out basics of a technical or business issue
- educate technology readers
At ITpapers, you won't find...
- documents that serve solely a promotional function
- product and sales brochures
- data or spec sheets
- promotional press releases"
Today, I had a long meeting with the Director of a chain of 9
local retail stores. The subject of Intranets, and how they could
be used by his organisation came up. So, to give ITPapers a try,
I followed a series of clicks...Internet/ Internet and Web/
Intranet. 3 clicks, and discovered a treasure trove of 277(!)
White Papers on every aspect of the subject you could
imagine. I read a few, and I was impressed. This is one great
resource.
If you're after serious information on IT-related subjects,
there's gold in them thar' White Papers! Go mining for some FREE,
but valuable information at http://www.itpapers.com
Get Real, Guys!
---------------
Some Web Marketers can get carried away by the latest in 'whiz-
bang' technology, and gazillions of HTML column inches are
written about the latest developments in the field. The sad
truth is that Web marketing hasn't even touched the majority of
businesses in the real world. This has been brought home to me
in a couple of different ways over the last couple of weeks. I
touched on this subject in last week's "First Word' editorial,
and I'd like to expand on it some more this week.
Firstly, I had some contact with a local business that is a
market leader in the field of bedding. They have a website. It
looks pretty enough, but it doesn't 'sell'. It's uses frames so
that you can't bookmark a page, or email a URL to a friend. Meta
tags are missing, and Google doesn't know it exists. To my
knowledge, the website isn't integrated with email marketing, or
their marketing plan in general. It just sits there. I did a
search for 'mattresses', and 'canberra', which is where I live.
The Google results told me about beds at a whole gaggle of local
hotels and motels, but retailers didn't feature. On spec, I
tried 'televisions' and 'canberra'. That was equally successful.
The moral: Most real-world businesses don't have a website, and
most of those who do, have a poor one, and don't know how to use
it anyway.
The second issue was raised by an ad I saw yeterday, which
started...
"EMAIL MARKETING IS DEAD. The days of a traditional email
marketing campaign have gone the way of the dinosaur." What a
load! These guys may be trying to push their latest, Generation
5, lowered, souped-up, 12-cylinder model, but most of the real
world hasn't learnt to drive the second-hand pickup yet! Look at
where you spend all your money. Then look at where your email
comes from. How much of a fit is there between the two? Not
much, I bet. When was the last time your local dry cleaner,
sports store or electrician tried to get your email address, and
did something with it?
The moral: Most real world businesses don't have a clue about
using email for marketing.
By all means, keep up with the latest in our field. But please,
remember that the majority of the business world is yet to use
the technology that was available 3-5 years ago. There's a huge
market there for Web Marketers just getting them started.
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Free Training Courses of The Week: Photoshop 5.5 & 6.0
------------------------------------------------------
Want to become more proficient with graphics? If you do, then
PhotoShop is for you. Our good friends at TrainingTools have
free introductory courses for Photoshop 5.5, and now 6.0. These
courses will give you a great start. Then you'll just need the
rest of your life to learn all the functions of this wonderful
program! To take the course of your choice, just click over to
To learn more, visit out Free Training Courses page at http://www.webmarketingezine.com/freetrainingcourses.htm
E-Commerce Term Of The Week: Intranet
-------------------------------------
A network based on TCP/IP protocols (an internet) belonging to an
organization, usually a corporation, accessible only by the
organization's members, employees, or others with authorization.
An intranet's Web sites look and act just like any other Web
sites, but the firewall surrounding an intranet fends off
unauthorized access.
Like the Internet itself, intranets are used to share information.
Secure intranets are now the fastest-growing segment of the
Internet because they are much less expensive to build and manage
than private networks based on proprietary protocols.
-Source: http://www.webopedia.com/TERM/i/intranet.html
Note: You may wonder why I put a link to the E-Commerce Term of
The Week, when exactly the same words are on that site. I have
two reasons. The first is to give credit to the source of the
information, and that's only fair. The second reason, is that there
is generally a lot more information and further links available,
when you access the original page. Check this week's 'Intranet'
link at Webopedia, and you'll see what I mean. It's good value.
If you'd like to take a free, entry-level training course on
Intranet Deployment, you'll find details at our Free Training page
at http://www.webmarketingezine.com/freetrainingcourses.htm
=================================================================
4. A Touch of Humor
=================================================================
"The Pentagon on Tuesday shut down its short-lived "strategic
information" office after media reports suggested it might be
used to spread disinformation abroad." — Reuters, Feb. 26, 2002
Closed Disinformation Agency Can't Convince Staff It's Closed
-------------------------------------------------------------
"Right, Sure, We're 'Closed,' Gotcha," Say Winking Employees
Washington, D.C. (SatireWire.com) — Following Tuesday's
announcement that the Pentagon had closed the controversial
Office of Strategic Influence, which allegedly was created to
spread false information abroad, the agency said it has been
unable to convince OSI employees to stop reporting for work.
"Every time I say 'Go home,' they just nudge me in the ribs,"
Defense Secretary Donald Rumsfeld said of the OSI staff.
"We got ya, sir, we're 'closed'," said a winking Major Chad
Brumley when Defense Secretary Donald Rumsfeld found him at his
desk again today. "There is no one here spreading misinformation
now, and certainly there won't be anyone here spreading
misinformation daily from 8 a.m. to 5 p.m. Sir."
"How was that?" the major added in a whisper.
Rubbing his temples, a clearly frustrated Rumsfeld attempted to
explain to Brumley and other staffers that the office really had
been shut down. "Listen people, with all the reports circulating
that we were going to use the OSI to spread false news, we had no
choice but to close. So please, everyone, go home."
"Yes sir, we're gone, sir. No one here at all, sir!" responded
information specialist Lt. Alice Ball, who then turned back to
her computer.
"Look, you're not getting this," said Rumsfeld.
"Yes sir, we don't get it, sir," Ball replied. "There is no
getting here, sir. We don't do getting, and if asked, we never
have, sir."
Rumsfeld then turned to Undersecretary of Defense Douglas Feith,
who had been in charge of the office. "I don't understand," said
Feith, shrugging. "I sent out a memo about the closure. Didn't
you people get the memo?"
"Yes sir! By which we mean, of course, no sir!" Brumley answered.
"Well, what did you do with it?" asked Feith.
"We translated it into 46 languages, and sent it to journalists
in 102 nations, sir. We also had our bombers drop leaflets about
it across the Middle East, sir!" said Ball.
"You didn't," said Rumsfeld, wincing.
"Oh... right, we didn't sir, no sir!" said Ball. "We did not do
that, sir. Nor are we having it continually broadcast from
Special Operations aircraft, nor will we be having it planted
on so-called 'objective news' sites across the Internet.
Corporal Jennings will be 'not' be handling that end of it. Sir!"
Exasperated, Rumsfeld finally commanded the staff to stop what it
was doing. "Listen up, all of you! This is not a joke, all right?
Leave now and do not come back! That's an order!"
In the stunned silence that followed, a crestfallen Corporal
Jennings approached the Defense Secretary. "You... you mean it,
sir? We really are closed? You're not, you know, putting us on?"
"No, I am not kidding," Rumsfeld said patiently. "You really are
closed."
"And the U.S. government really is not interested in propagating
lies," Feith added.
With that, a wave of relief suddenly washed over the room. "Oh
good one, sir!" said Brumley as the office erupted in laughter.
"You really had us going there, sir!"
"We never should have started this," muttered Rumsfeld, throwing
up his hands and walking out.
"Ooo ingenious, sir," said Brumley. "Jennings, new disinformation!
The OSI wasn't 'closed,'. We never even opened!"
"Yes sir, I won't get to work on that right away, sir!"
Copyright © 2002, SatireWire.
- Source: http://www.satirewire.com/news/feb02/osi.shtml
=================================================================
5. Classified Ads
=================================================================
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Ezine Advertising WORKS! Showcase your ad. in "The Human Face of
Web Marketing", at just $20 for four insertions. Just go to
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How Much Is One Good Sales Letter Worth To Your Business?
http://www.webmarketingezine.com/isl.htm
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Make Your Site Sell- The Most Important Free Download You'll Make
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WOMEN! THIS LIST IS FOR YOU! THE BALANCED WOMAN! Send a blank
email to; [email protected]
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Read about your business's future at:
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Article Announce - The Free Writer & Publisher Connection
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=================================================================
6. Free Training Courses
=================================================================
Increase your knowledge; hone your skills; improve your results!
Take advantage of some of the finest FREE training courses on the
Web by visiting our Free Training Course listing at;
http://www.webmarketingezine.com/freetrainingcourses.htm
=================================================================
7. Feature Article
=================================================================
The Number One Reason For a Web Presence (Part 2.)
--------------------------------------------------
by Michel Fortin
(Part 1. of this valuable article was published in WME last week)
Increased Control
A web business also allows reduced inventories and overhead by
facilitating a "pull" type of supply chain management (e.g.,
"just-in-time" inventory) and allows for the customization of
products and services, which in turn provides a significant
competitive advantage often not available in the real world.
Above all, the greatest benefit of the web is the ability for
online businesses to offer customized and/or personalized
services. As my respected colleague and marketer Dr. Kevin Nunley
of http://www.drnunley.com/ once noted, "If current trends offer
any indication, the demand for personalized services [...] will
continue to grow [and] the future of the Internet lies in
personalized services supplied by small businesses and
individuals."
Also, with the help of the web products can be stocked and orders
can be fulfilled more efficiently, thereby reducing the time
between the outlay of capital and the receipt of products and
services. Take, for example, Dell computers' enormously effective
"just-in-time" inventory control process, where parts for its
customized computer sales are ordered and shipped on a daily
basis -- there's no need to maintain a huge, costly inventory.
Improved Management
An added advantage to doing business online is that the web
enhances communications within organizations, between business
partners and with a company' various publics (e.g., the media,
specific market segments, the government, related agencies, trade
associations, etc).
To illustrate, news releases can be distributed quicker on the
Internet. Additionally, complete follow-up information, among
others, can be posted on one's website for retrieval by the
press. On top of the rapid dissemination of information, the
correction of errors, as well as the modification and update of
data, can be done quicker and more effectively through the help
of the web.
Improved Branding
Being a branding and positioning consultant, I've personally
noticed that the Internet greatly facilitates the adoption and
branding processes -- such as with the ability to project a
strong corporate identity and to build brand equity, both over a
shorter period of time. Moreover, it removes potentially
critical, physical comparisons (i.e., on the Internet, the
element of size no longer exists).
Take for instance a large multinational corporation like Dell
Computers at http://www.Dell.com/ and a smaller, single location
rival like Stupid PC at http://www.StupidPC.com/. Online you can
look just as big and be just as effective as the "big guns."
Similarly, the web offers the capacity to project a favorable,
positive corporate image -- and do so easily and cost-
effectively -- where in the physical dimension a mere fancy
catalog will not cut it for most.
Improved Promotion
This one is my favorite. The web is an extraordinary market
research tool. It facilitates intelligence gathering, tracking
and measuring of marketing efforts (often referred as "data
mining"). As well, it offers new promotional avenues, and opens
new customer service and product support channels.
For example, in a physical store it's virtually impossible and
often extremely difficult to track buyer behavior. You can't, for
instance, follow your customers around your store with a video
camera and track their every move in order to see which aisles
they visited, at which products they looked, how long they looked
at them, which ones they put in their carts (or put back on the
shelves), how many aisles they visited, what their interests are,
what their shopping trajectories are (i.e., who referred them to
your store and where they are going next) and so on.
Arguably, you can obtain this type of information through market
research, focus groups, surveys and so on -- which takes money,
time and the willingness of customers. But with a website, all
this and more can be mined from your server logs or tracking
software -- even in a matter of seconds.
Final Word
Of course, there are many drawbacks too. The lack of privacy,
security, tangibility, human response and so on can become and
are, in many cases, impediments to online sales. But there are
ways to overcome these. (I have brought you a few in previous
articles, on this website, in my newsletter and especially in the
Marketing Challenge private site.)
Nevertheless, weighing the differences between the benefits and
the drawbacks of doing business on the web is an exercise most
businesses should do at some point. It might prove itself to be
quite revealing …
And profitable.
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Michel Fortin, of http://SuccessDoctor.com/, is a marketing
professor and a highly sought-after consultant whose advice has
helped countless clients earn millions in record time. His latest
book, "Power Positioning Dot Com," reveals how to keep your
business or product indelibly carved into your prospects'
uppermost consciousness at all times -- see
http://successdoctor.com/pp/
-----------------------------------------------------------------
=================================================================
8. Our Companion Ezine: A Better Life:ItsYourFuture!
=================================================================
======================= ITS YOUR FUTURE! ========================
Enjoy Humor, Inspiration, Romance, Fitness, Nutrition & Personal
Finance- all aimed at helping YOU to take control of YOUR future!
Subscribe FREE by sending a blank email to:
mailto:[email protected]
=========== BE HAPPY BE HEALTHY LIVE LONG & PROSPER ===========
=================================================================
9. Administrivia
=================================================================
Website:
--------
http://www.WebMarketingEzine.com
Contact Information:
--------------------
to subscribe: mailto:[email protected]
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Note: This is an Ezine. So sorry, NO postings are accepted
contact John Payne: [email protected] NO SPAM PLEASE
Advertising Information:
------------------------
Please go to: http://www.webmarketingezine.com/advertise.htm
Disclaimer:
-----------
This publication was designed to provide accurate and
authoritative information with regard to the subject matter.
Subscribers are sent this free weekly e-zine with the
understanding that the publisher is not engaged in rendering
legal, or other professional advice. If legal advice or other
professional assistance is required, we advise seeking the
services of a competent professional.
John Payne does not accept any responsibility for any
liabilities resulting from any claims in articles or
advertisements published in WME, or the actions of the parties
involved.
This publication is for informational purposes only.
Copyright:
----------
© Copyright 2000-2002 John Payne All rights reserved.
Web Marketing Ezine may only be redistributed in its unedited
form. You are welcome to forward it to as many people as you
like, with our thanks. Written permission must be obtained to
reprint or quote original material published in Web Marketing
Ezine.
-----------------------------------------------------------------
This e-zine is a member of Ezine PUBLISHERS ASSOCIATION.
Join Free At: http://www.EzinePublisher.org
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Web Marketing Ezine is published by John Payne
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