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                       WEB MARKETING EZINE
                 The Human Face of Web Marketing
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May 8th., 2002             Issue #189              ISSN 1444-2027


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

- Free eBook: Scientific Advertising On The Internet
- How To Improve Your Link Popularity With A Site Map
- Top Ten Guidelines for Homepage Usability
- The Master of CGI
- Free Training Course of The Week: Cascading Style Sheets 
- E-Commerce Term Of The Week: Above The Fold 

4. A Touch of Humor: Your Work Habits Explained
5. Classified Ads
6. Free Training Courses
7. Feature Article: 7 Habits of Successful Customer-Based Firms 
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.shtml


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1. Sponsor's Message
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                Discover "The Invisible Path to Success"!

FREE five lesson class shows you a refreshingly
original and shorter path to improving your
finances, relationships, spiritual life, career,
enjoyment of life and more. To enroll visit:
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2. First Word
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Hi All!

"Something old, something new..." The "something old, AND new" is 
a classic text on advertising, called 'Scientific Advertising'.
This wonderful book has been updated with notes from Master
copywriter, Joe Robson, and becomes 'Scientific Advertising On 
The Internet' Don't miss it, it's this week's free download!


Till next week, have a good one!

John


Thought For the Week:

"Flaming enthusiasm backed by horse sense and persistence, is the
quality that most frequently makes for success."
-Dale Carnegie

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3. Tips, Tools, News and Views
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Free eBook: Scientific Advertising On The Internet
--------------------------------------------------

You've read many times in WME about the so-called 'New Economy'.
It was hardly new at all, and now THAT particular bubble has 
burst, there's a refreshing and growing appreciation that good
business is good business. Always has been. Always will be. The
same goes for the principles of advertising and promotion. Note
that I said "principles", not "practices" or "technology". These
two things DO change, but human nature does not. So, when you 
get a great book on Advertising, you're likely to be able to 
apply the principles to new fields, and new times.

Such a book is the world famous Claude C. Hopkins' classic,
"Scientific Advertising". You can get this in eBook form for
free from a number of websites, but WME has something SPECIAL
for you. You've heard us speak about another of our 'Friends', 
Author, and Newbie Club founder, Joe Robson. Joe's special
skill is in copywriting. (In fact, he co-authored a classic of
his own, "Make Your Words Sell") Well Joe's taken "Scientific
Advertising", and given it a make-over. With a heap of highly
valuable notes from Joe, it's emerged as "Scientific Internet
Advertising", and you can get your FREE copy by download from
http://newbieclub.com/academy/?free_membership While you're 
there, you can pick up a free copy of "Guide To The Internet - 
An Overview", which features the combined advice of 18 of the 
Internet's most successful marketers.
(Disclosure: I am a Newbie Club Affiliate.) 


How To Improve Your Link Popularity With A Site Map
---------------------------------------------------

This fascinating Tip from Michael Wong's 'Search Engine 
Optimization Strategies Newsletter'...

"I'm going to show you a neat trick that is guaranteed to 
improve your link popularity. I've never come across this tip 
before on any site, so this tip will help you stay ahead of the
competition.

A site map is a visual model of a Web site's content that allows
your visitors to navigate through the site to find the
information they are looking for. A site map is similar to a
table of contents.

A lot of sites use site maps. So I thought, why not take it one
stage further. I created site map that links to all of the pages
in ALL of my own sites. After all, they are all on the same
subject. In turn, every page links back to the site map.

Take a look at my site map to see what I mean:

http://search-engine-optimization-strategies.com/site-map.html

A lot of sites are beginning to exchange links with other sites
of the same topic, as it helps build the theme of the site. It
also improves the site's link popularity and in turn improves its
search engine rankings.

I was also surprised to find that the site map page achieved top
search engine rankings for certain keyword phrases. I guess the
search engines really like the site map.

But what if you only have one site?

Well, you should start building a network of sites, especially if
your site covers many topics. Professional search engine
optimizers agree that search engines prefer sites that focus on
one particular topic, rather than a range of topics.

So, what are you waiting for? Go build your site map! By the way,
don't tell your competitors about this tip. ;o) "

If you're serious about Search Engines, then you should check out
Michael's excellent eBook "Search Engine Optimization Strategies"
at http://www.webmarketingezine.com/cgi-bin/a/t.cgi?mw And why
not subscribe to the newsletter while you're there?

Sponsor----------------------------------------------------------
"End Your Frustration at a Stroke!"

Suffering from PC Rage? This Newbie Club series of 52 picture-
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friend or relative at the same time. See why someone once said it
should be included in every new PC sold. Follow this link ..
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Top Ten Guidelines for Homepage Usability
-----------------------------------------

Jakob Neilsen is the Guru of Web Usability- the measure of how
'ser-friendly' a website is. In the latest issue of his 'Alert
Box', he lists the Top 10 Guidelines for producing a Home Page 
that will be easy to read, use and navigate. We'll just print
the headings; you can follow the link to read the full article.


Make the Site's Purpose Clear: Explain Who You Are and What You 
Do

1. Include a One-Sentence Tagline
2. Write a Window Title with Good Visibility in Search Engines 
and Bookmark Lists
3. Group all Corporate Information in One Distinct Area

Help Users Find What They Need

4. Emphasize the Site's Top High-Priority Tasks
5. Include a Search Input Box

Reveal Site Content

6. Show Examples of Real Site Content
7. Begin Link Names with the Most Important Keyword
8. Offer Easy Access to Recent Homepage Features

Use Visual Design to Enhance, not Define, Interaction Design

9. Don't Over-Format Critical Content, Such as Navigation Areas
10. Use Meaningful Graphics

To read the complete article, visit Jakob's site at
http://www.useit.com/alertbox/20020512.html


The Master of CGI
-----------------

William Bontrager has been described as 'The Master of CGI'. I've
certainly found his scripts valuable, his service excellent, and
that he's a thoroughly nice guy! On the WME site, we already use
William's Reciprocal Links scripts, and will be adding his
Master Subscriber Pro, which I've happily used on a previous 
site.

One excellent service that William provides, is the handy Master 
Pre-Installation Tester. Before you buy and try to install your 
script, this program helps you test your server to see if it 
meets the script's requirements. A great, free idea, that you'll
find at http://willmaster.com/master/pit/

Sponsor----------------------------------------------------------
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easy to monitor your search positions & to improve your rankings!
Don't be buried in last place, move up to first place! For a free
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Free Training Course of The Week: Cascading Style Sheets
--------------------------------------------------------

You can save a lot of work producing websites with CSS! In this 
W3Schools.com CSS tutorial, you will learn how to use CSS to 
control the style and layout of multiple Web pages all at once. 

To learn more about this, and many other free training courses, 
visit out Free Training Courses page at 
http://www.webmarketingezine.com/freetrainingcourses.shtml 


E-Commerce Term Of The Week: Above The Fold
------------------------------------------- 

The content on a Web page that is visible without scrolling. The
content you see when you have to scroll down is referred to as 
below the fold. The area above the fold is considered the most 
desirable real estate on a Web page.

-Source: http://www.netlingo.com Visit the site, then be sure to
check out their new book, 'NetLingo -The Internet Dictionary'.

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4. A Touch of Humor
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Your Work Habits Explained
-------------------------- 

New Haven, Conn. (SatireWire.com) � Stick with us here for a 
moment while we explain your situation. 

According to the latest jobless statistics, 6 percent of 
Americans are unemployed, meaning that 94 percent are employed, 
or at least not complaining. If we assume this 94 percent is at 
work, and if we apply the widely accepted 80/20 rule � i.e., that
20 percent of the cause is responsible for 80 percent of the 
effect � then 20 percent of the 143 million working Americans are
responsible for 80 percent of the actual work that gets done. 

In real terms, this means that about 29 million workers in the 
United States are doing almost everything, while 114 million 
people are, relatively, doing very little. 

Now, if we look at output in terms of work units, we will see 
that each member of the 20 percent group is producing 4 work 
units (as 20 x 4 = 80), while each member of the 80 percent group
is producing just one-fourth of a work unit (as 80 x .25 = 20). 
Translated: those 29 million Americans are working a staggering 
1,600 percent harder � or better, or whatever term you believe 
applies � than the other 114 million Americans. So... 

So, if they are, in fact, at work, but accomplishing only one-
sixteenth as much, then what are those 114 million people doing 
with most of their time? 

Reading things like this. 

-Source: http://www.satirewire.com/briefs/working.shtml

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5. Classified Ads
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6. Free Training Courses
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Take advantage of some of the finest FREE training courses on the
Web by visiting our Free Training Course listing at;
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7. Feature Article
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The Seven Habits of Successful Customer-Based Firms
---------------------------------------------------
by Don Peppers and Martha Rogers Ph.D.



What makes a successful customer-based initiative tick? Over the
last decade, our consultants have spent count- less hours helping
companies in a wide range of industries in their efforts to 
implement customer-based strategies. One of the most frequent 
questions we hear is: "What do successful customer-driven 
companies have in common?" In our experience, when a firm 
launches a successful customer- focused initiative, its likely to
be characterized by the following traits: 


The firm is obsessed with delivering value to customers. This 
means elevating the customer experience, improving customer 
satisfaction, and paying close attention to customer feedback and
attitudes. The firm consistently changes itself in order to 
deliver more value to customers. The firm might have one or more 
customer advisory boards in order to capture real data and 
suggestions. It's also likely to seek out customer insight 
through its quality-improvement initiative. 

The firm is comfortable with long-term business results. It's 
careful not to allow the push for quarterly results to overshadow
its business investment rationale or its internal operations. 
While a comprehensive CRM vision is likely to be shared among the 
executives of the firm, they are cognizant that the transition 
cannot occur overnight. 

The customer-based initiative is sponsored by senior executives.
The firm will have a specific project manager accountable and 
responsible for executing the plan. And the customer-based 
initiative won't be the first set of process changes the firm has 
managed in this way, either. 

The firm demonstrates a deep commitment to the initiative by 
communicating its launch plan both internally and externally. As
the initiative moves forward, reporting capabilities and a 
vehicle to communicate successes are crucial for building and 
sustaining momentum. 

The company is unafraid to assign a completely new set of metrics
to assess the incremental progress and success of the initiative.
It may even use a "balanced scorecard" or some other tool for 
explicitly assigning priorities to non-financial objectives (see
related story below). 

The firm actively invests in training its employees. Companies
that invest in training are much more likely to enjoy successful 
CRM implementations, particularly because these types of 
initiatives often require the firm's people to do business in a 
different way. But the training will take root easily in a 
culture that is centers on the concept of constantly seeking to 
provide more customer value. 

The firm identifies internal stakeholders who can act as key 
disseminators of the CRM vision, and actively work to build 
support within the stakeholder group. The search for 
stakeholders will be carried out not just among the direct 
participants in the program, but among the program's clients and 
customers, and within the firm's own financial group as well.

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These are our thoughts and observations based on our own 
experiences. Maybe you have some of your own? Check out the link 
below and share your views in our 1to1 Executive Forum.
http://www.1to1.com/surveys/sotw.html 
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9. Administrivia
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Subscribers are sent this free weekly e-zine with the 
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involved.

This publication is for informational purposes only.


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