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                   WEB MARKETING EZINE
             The Human Face of Web Marketing
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March 27th., 2002       Issue #183                 ISSN 1444-2027


Contents
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1. Sponsor's Message
2. First Word
3. Tips, Tools, News and Views

- Love 'Em or Hate 'Em? Popup Windows!
- Fighting Back Against Email Worms
- Beyond Wireless: Handless!
- Cop This
- E-Mail vs. Direct Mail
- Free Training Course of The Week:
- E-Commerce Terms Of The Week: Worm and WORM

4. A Touch of Humor: Giving More Than 100%
5. Classified Ads
6. Free Training Courses: Web Site Development
7. Feature Article: What Do People Want Online? 
It's Not What You Think It Is. 
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


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1. Sponsor's Message
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2. First Word
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Hi All!

Too much of a good thing! Email IS a great communication medium,
but isn't there a LOT of it? Well, as they say in the classics,
get over it! There's more, much more, to come. Have a read of
'E-Mail vs. Direct Mail', one of this week's items, and you'll
understand why! We also reprint some great suggestions from
Bravenet for minimizing problems with 'worms' sent by email. We 
hope you enjoy these items ,and the rest of this week's issue.

Till next week, have a good one!

John


Thought For the Week:

"Good health and good sense are two of life s greatest blessings"
- Publius Syrus (42 B.C.)

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3. Tips, Tools, News and Views
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Love 'Em or Hate 'Em? Popup Windows
-----------------------------------

The subject of popup or popunder windows has come up a number of
times over the last week. A survey shows that advertisers get a
good response rate. A report by a webmaster that his newsletter
subscriptions had risen 360% after using one. A discussion with a
webmaster I admire greatly, who dislikes them, and believes a 
majority of his visitors do, too. For me, in the last week, I've
probably killed off 20 for every one I've read. Sometimes, I
feel their use is appropriate, most times I feel that my precious
time has been wasted. And I'll never buy an X10 camera, on 
principle!! I won't try to advise you on whether to use them, or 
not. But if you do, make sure it makes some sense; provides some 
benefit to your visitors.

If you DO decide to use them, how you produce them is the next
question. A few days ago, I had a look at an excellent program
which sold for $34.95. It was easy to use. Make some choices, 
tick this, tick that, fill in the other, push a button and 
collect the code. Well laid out, and simple to use. There was
only one problem. I already had virtually the same program, for
FREE. It's called Ace Generation 3 Popup Wizard. You can read 
more about it, and get a free download, at CGIscript.net.
http://www.cgiscript.net/site_javascripts_WindowsFrames.htm 


Fighting Back Against Email Worms
---------------------------------

We came across a great trick that's as simple as it is effective,
and that anyone can use to battle many of the nasty worm viruses 
flying around the Internet these days.

Of course, the best way to ensure the integrity of your system is
to install some good anti-virus software, but this little 
technique can give you and anyone on your email address contact 
list a bit of added protection.

When one of these destructive critters gets into your computer, 
the first thing it does is go to your email address book and send
itself to all of the addresses listed there, thus infecting all 
your friends and contacts. The trick we're talking about won't 
keep the virus from getting into your computer - you should 
invest in some good anti-virus software for that - but it will 
stop the invader from using your address book to spread further,
and will alert you that you have a worm in your system.

Here's what to do. Open your email address book and click on "New
Contact" or "New Person", just the same as you would to add a new
friend to your list. In the window where you would type your New 
Contact's FIRST name, type !000. (That's an exclamation mark 
followed by 3 zeroes.). Then, in the window prompting you to 
enter the new email address, type the word WormAlert. Then 
complete your entry by clicking "Add", "Enter", "Save", etc.

Here is what you've done, and why it will work. The "name" !000 
will automatically be placed at the top of your address book as 
Entry #1. This is entry where the worm virus will start in its 
effort to work its way down your email contact list. But when it
tries to mail itself to !000, it will find itself undeliverable 
because of the phony email address (i.e. WormAlert) you entered.
Thus the worm's first attempt to spread from your computer will 
fail, and it goes no further.

So you've just saved your family, friends and business contacts a
possible tragedy - but what about your files and creations? 

Here's the second great benefit of this simple procedure. When an
email cannot be delivered from your computer, you are notified in
your Inbox almost immediately. Hence, if you ever get an email 
telling you that an email addressed to WormAlert could not be 
delivered, you will know right away that you have the worm in 
your system. In a scenario where time is often of the essence, 
you will be informed at the earliest moment, so that you can take
the proper measures to deal with the virus.

-Source: Bravenet's Webmaster Tips and Tricks Newsletter
http://www.bravenet.com/members/optinemail.php

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Beyond Wireless: Handless!
--------------------------

Twenty years ago, the concept of something like the Internet was
science fiction. Today it's a reality.

Yesterday, the concept of controlling a computer with just the
power of your mind was science fiction. Today, it's one step
closer. As Science Daily reports...

"Researchers at Brown University have used a tiny array of 
electrodes to record, interpret and reconstruct the brain 
activity that controls hand movement - and they have 
demonstrated that thoughts alone can move a cursor across a 
computer screen to hit a target.

The research was conducted using a primate model. Three Rhesus 
monkeys received brain implants similar to those used in 
treating certain human Parkinson's patients. 

"We substituted thought control for hand control," said John 
Donoghue, chair of the Department of Neuroscience and the 
project's senior researcher. "A monkey's brain - not its hand 
- moved the cursor. Use of a reconstructed signal to allow the 
brain to accomplish immediate, complex goal-directed behavior 
has not been done before. We showed we could build a signal 
that works right away, in real time. And we can do it recording
from as few as six neurons." 

This work is a step toward enabling paralyzed humans to use 
thoughts to control a cursor that would allow them to read e-mail,
surf the World Wide Web, or perform other functions through a 
computer interface. 

Eventually, the technology may help individuals who have a spinal
cord injury, Lou Gehrig's disease or muscular dystrophy, the 
researchers said. The researchers hope to apply the technology to
restore some movement control in paralyzed patients." 

Development of the techniques, and of methods of stimulating the
neurons without physical contact, will lead to what will become a
Next Big Thing. 'Handless'. 

Combined with 'Wireless', 'Handless' 
will open up a whole new world of opportunities for all of us.

- Source: Science Daily
http://www.sciencedaily.com/releases/2002/03/020314080832.htm


Cop This
--------

'Cop This' is an Australian colloqualism, which means "listen 
to this", or "take that!".

Cop This is also a highly useful CGI script that will allow you
to use the most powerful form of advertising there is- 'word-
of-mouth, or in our case, 'word-of-mouse'! We've all seen, and
most have used one of those 'Refer Us'-type programs. A few
hosted versions you may recognise are Recommend-It's®, and 'Let
'em Know'. If you've enjoyed the site or page that you are on, 
you can fill in your name and email address, and the details of
a friend that you think may be interested. The service then sends
your friend a message about the site.

This promotional method is as good as it gets- happy visitors to 
your site are recommending you to their friends. At no cost. So,
how do you go about it? If simplicity is for you, then look at 
one of the hosted services. If you'd like to be in control of the
process yourself, then you need to look for a script to instal on
your web site. 

One excellent free choice is William Bontrager's 'Master 
Recommend', which you can research at 
http://willmaster.com/master/recommend/index.shtml
William also offers a paid PRO version, with upgraded features.

I recently discovered another great FREE option- 'Cop It', at
http://www.dtp-aus.com/cgiscript/coptscpt.shtml
Ron Woolley is the host of DTP-AUS.com, and the author of a
range of 10 highly-rated CGI programs, including 'Cop It'. 
To me, they are excellent as they are, but Ron's hard at work
on a number of upgrades. I can't wait to see them. But back to
'Cop It'. This script, or one like it,should have a place in 
your promotional plans. You'll be able to see it in action on
the new WME site shortly. That's the strongest recommendation
I can give. You can check all of Ron's CGI scripts at
http://www.dtp-aus.com/htmscprm.html


E-Mail vs. Direct Mail
----------------------

Why is email marketing becoming so popular with business? I
believe that here are two main reasons. 

Firstly there is a whole new generation of marketers brought up
on email as the normal way to communicate with customers. They
use it without a single thought.

Secondly, there is a whole industry built on using direct 
(snail)mail as the best means of communicating with customers.
The direct mail industry is rapidly learning that almost all of 
the techniques they use, and responses they measure, have 
equivalents with e-mail marketing. 

A recent Gartner report was entitled "E-Mail Savings Threaten 
$196.8 Billion Direct Mail Market." The report notes that average
direct mail costs are between $500 and $700 per thousand, while 
e-mail costs between $5.00 and $7.00 per thousand. Response rates
are not dissimilar. From this, we can draw a few conclusions.

Firstly, that a lot of direct mail activity will switch to email.

Secondly, that there is going to be a lot more commercial email.

Thirdly, a good customer list will continue to be like gold.

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E-Commerce Terms Of The Week: Worm and WORM
-------------------------------------------

(1) A program or algorithm that replicates itself over a computer
network and usually performs malicious actions, such as using up 
the computer's resources and possibly shutting the system down. 
Also see virus. 

(2) When used in all capital letters, WORM is an acronym for for 
write once, read many, an optical disk technology that allows you
to write data onto a disk just once. After that, the data is 
permanent and can be read any number of times. 

Unlike CD-ROMs, there is no single standard for WORM disks, which
means that they can only be read by the same type of drive that 
wrote them. This has hampered their acceptance, although they have
found a niche market as an archival media. 

WORM is also called CD-R. 

-Source: http://www.webopedia.com/TERM/w/worm.html

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4. A Touch of Humor
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Giving More Than 100%
---------------------

Ever wondered about those people who say they are giving more
than 100%? Read and you'll find out what it really means.

We have all been to those meetings where someone wants over
100%. 

How about achieving 103%? Here's a little math that might prove
helpful.

Lets give a number to each letter of the Alphabet. A is 1, B is
2, and so on until Z=26.

Then
K N O W L E D G E 
11 14 15 23 12 5 4 7 5 = 96%

And 
H A R D W O R K 
8 1 18 4 23 15 18 11 = 98%

And 
A T T I T U D E 
1 20 20 9 20 21 4 5 = 100%

And, 
B U L L S H I T 
2 21 12 12 19 8 9 20 = 103% 


So, it stands to reason that hard work and knowledge will get you
close, attitude will get you there, but bullshit will put you
over the top.

-Source: Unknown

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7. Feature Article
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What Do People Want Online? It's Not What You Think It Is.
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by Jay Conrad Levinson

What people want online is a question guerrillas ask themselves a
lot. Whether it's for fun or work or something else, 
understanding a consumer's motives once he or she logs on is a 
necessity. But the experts don't seem to agree on what people 
want. 

Some folks see the web as a vast, new field for advertising 
messages, assuming that while people may want to do something 
else, if we can entice them with flash, we can sort of trick them
into paying attention to our products and services. 

Guess what. That's not gonna happen. 

Other folks seem to subscribe to the notion that people online 
are looking for entertainment on the Internet, and therefore they
construct messages aimed at persuading while playing. And, in 
other cases, the time-honored direct-response model wins out: 
Grab people when you can, get 'em to take an action, and then 
market, market, market. The answer may be that the consumer has 
and wants a lot more control than we give him/her credit for. 

Today, webmeisters are in control. Sort of. In a perfect 
cyberworld, people will be in control. Sort of. 

Two recent studies shed light upon this dilemma. One was 
conducted by Zatso. The other was conducted by the Pew Research 
Center. Zatso and Pew. (Those guys didn't spend much time reading
"how-to-name-your-company" books, I guess.) Still, both of their 
studies illuminated the answer as to what people want to do 
online.

The answer, as most answers, is very utilitarian: People want to 
accomplish something online. They're not aimless surfers hoping 
to discover a cybertreasure. Instead, the average Net user turns 
out to be a goal-oriented person interested in finding 
information and communicating with others -- in doing something 
he or she set out to do. 

Look at the Zatso study. "A View of the 21st Century News 
Consumer" looked at people's news reading habits on the web. It 
revealed that reading and getting news was the most popular 
online activity after email. The guerrilla thinks, "That means 
email is number one. How might I capitalize on that?" 

One out of three respondents reported that they read news online 
every day, with their interests expanding geographically -- local
news was of the most interest, U.S. news the least. 

Personalization was seen as a benefit, too. Seventy-five percent
of respondents said that they wanted news on demand and nearly 
two out of three wanted personalized news. The subjects surveyed
liked the idea that they, not some media outlet, controlled the 
news they saw. They feel they're better equipped to select what 
they want to see than a professional editor. Again, control 
seems to be the issue. Again, guerrillas think of ways to market
by putting the prospect in control. 

The Pew Research Center study revealed that regular net users 
were more connected with their friends and family than those who
didn't use the Internet on a regular basis. 

Almost two-thirds of the 3,500 respondents said they felt that 
email brought them closer to family and friends -- significant 
when combined with the fact that 91% of them used email on a 
regular basis. That's 91%. It took VCRs 25 years to achieve such
market penetration. 

What did people in this study seem to be doing online when they 
weren't doing email? Half were going online regularly to purchase
products and services, and nearly 75 percent were going online to
search for information about their hobbies or purchases they were
planning to make. Sixty-four percent of respondents visited 
travel sites, and 62 percent visited weather-related sites. Over 
half did educational research, and 54 percent were hunting for 
data about health and medicine. 

A surprising 47 percent regularly visited government web sites, 
and 38 percent researched job opportunities. Instant messaging 
was used by 45 percent of these users, and a third of them played
games online. Even with all the hype in the media, only 12 
percent said they traded stocks online. 

What does this mean to e-marketers? It means that if you're 
constructing a site for goal-oriented consumers, you'd better 
make sure you can help facilitate their seeking. Rather than 
focus on entertainment, flash, and useless splash screens, the 
most effective sites are those that help people get the 
information they want when they need it. Straightforward data, 
information that invites comparison, and straight talk are going
to win the day. 

A client buddy of mine showed me his website which heralds his 
retail location and attempts to sell nothing online. He said it 
has been the biggest moneymaker in the history of his 35-year-
old company. Then he apologized for its lack of glitter and 
special effects. He asked how his site could be so successful 
even though it lacked anything to add razzmatazz and dipsydazzle. 

Now, you know the answer. 

-Source: http://www.web-source.net/?syndicator 
=================================================================
Jay Conrad Levinson is probably the most respected marketer in 
the world. He is the inventor of "Guerrilla Marketing" and is 
responsible for some of the most outrageous marketing campaigns 
in history -- including the "Marlboro Man" -- the most successful
ad campaign in history. In his latest book, "Put Your Internet 
Marketing on Steroids" Jay reveals how you can use marketing 
steroids legally to make your business insanely profitable.
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Subscribers are sent this free weekly e-zine with the 
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Copyright:
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© Copyright 2000-2002 John Payne All rights reserved.
Web Marketing Ezine may only be redistributed in its unedited
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