Ezine Publishing

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Are Color Laserjet Printers Worth The Money?

 by: Stuart Simpson

The next printer you ll want on your desk is a color laser printer. Forget those cheap outdated inkjet printers. They are cheap for one reason, to get you to buy ink. I m not making that up. It came right from an executive of a leading inkjet printer manufacturer.

Do you have a black and white laser printer? These gems are the best for the home office. Cheap, guilt free printing with high quality usually reserved for a large office. The price is right on the home models. You can almost buy one for the cost of a black and a color ink cartridge.

But let s talk about color laser jet printers. A color laser jet works just like a black printer except it has 4 toner cartridges. Each one has its own life. The base printers I was looking at had a recommended monthly volume of up to 30,000 pages. Don t think I ll have that much.

Photo printing is a must these days and you want to print your pictures without the fear of using up all the ink. Digital cameras are everywhere, but getting the pictures printed in photo quality seems to be the biggest drawback to the cameras. Enter the color laserjet printer.

Speed is a big factor in printing. At home, I m usually not in a big hurry, so I ll spend less and wait. I ll send stuff to the printer and check it later when it s done. You can save a bunch if you don t need speed. The HP2600n is my pick for a home color laser printer. The Hewlett Packard was also selected as PC Magazine Editor s Choice award.

Let me give you the scoop. First, price. Don t be afraid. $400. Yes, that s all for a color laser jet. Speed? 8 pages per minute. 16 meg of RAM, but the 2600n is network ready for the small or home office.

For comparison, I looked at the 2500L. This HP model was faster at 20 ppm black but only 4 ppm in color. It did have more memory 64MB as compared to 16MB, but it was not network ready. Price? Same.

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The one thing that tipped me over the edge to the 2600n was that all 4 toner cartridges were right in the front. I personally examined this unit today and the quality is dead on with Hewlett Packard s reputation in the printing industry.

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The price and quality are hard to beat.

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Smartphones - Beyond Voice to Information and Entertainment

 by: Sam Subramanian

Smartphones are poised to become the information center and entertainment device of choice. Increasing adoption and usage of smartphones bodes well not only for smartphone makers but also for the wireless industry as a whole.

Investments in shares of wireless technology companies and wireless service providers have been particularly profitable in the post-dot com era. The wireless industry is in a sweet spot of the technology space. Bountiful business opportunities exist as wireless usage continues to increase in both developed and emerging markets. And driving this usage higher are new products such as smartphones whose capabilities are being augmented by the deployment of third generation (3G) wireless networks.

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Feature-Rich Smartphones.

Smartphones are more than mobile phones. A smartphone is a mobile phone with built-in functions of a personal digital assistant. Smartphones pack a diverse range of features and functionalities into the handset that makes them a mobile information center and entertainment device for the user.

Smartphones commonly include features such as web browsing, e-mail, and multimedia capabilities. Certain models have enough horse power to run complex software applications such as enterprise customer relationship software and car navigation programs.

A full-featured QWERTY-type keyboard, MP3 player, and Geo Positioning Systems capability are becoming common among higher-end smartphones. Instant messaging is a cool feature making its way into the mainstream.

Smartphones, A Growing Segment of the Handset Market.

Smartphones represent a small, yet rapidly growing, segment of the handset market. According to Strategy Analytics, smartphone sales at 17.5 million units in 2004 accounted for 3% of the worldwide sales of 684 million handsets. However, this represents a significant jump from the 8.2 million units sold in 2003.

The demand for smartphones is projected to grow rapidly in the coming years. By 2009, the number of smartphone units sold is estimated to reach 125 million or 16% of total handset sales worldwide. This implies a 48% compound annual growth rate in smartphone unit shipments over the 2004-2009 period.

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Smartphone Early Adoption Led by Asia and Europe.

Adoption of smartphones has been particularly rapid in Asia and Europe. The aggressive deployment of advanced wireless networks in these regions has encouraged early adoption of smartphones.

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The Asia Pacific region currently accounts for about 37% of global smartphone sales with South Korea and Japan being leaders in smartphone usage. The European market accounts for 27% of global smartphone sales. Analysts expect smartphone sales in Europe to exceed sales in the Asian market in the coming years. North America s market share in smartphone sales was expected to reach 25% by the end of 2004.

Nokia, the 800 lb. Gorilla of Smartphones.

Nokia (NYSE: NOK) is by far the dominant global smartphone manufacturer. The Finnish company is currently estimated to command half to two-thirds share of the global smartphone market.

Nokia recently introduced its feature-rich Nokia 7710 smartphone in Europe and Africa. The wide-screen Nokia 7710 smartphone includes a full Internet browser, an integrated music player, a camera with 2x digital zoom, and a FM radio. One of the nifty features of the Nokia 7710 smartphone is its ability to make weblogging mobile. Users can post pictures and text from the Nokia 7710 smartphone directly to the web through the moblog client.

Nokia is also expected to introduce the Nokia 3230 smartphone in the first quarter of 2005. The Nokia 3230 smartphone features a video recorder and Movie Director that will allow 1 hour of video to be captured.

Nokia is now increasingly looking at software licensing deals to help differentiate itself from its competitors. Nokia has recently signed licensing deals with Macromedia and RealNetworks. Nokia is also said to be working on handsets that will receive wireless television feeds.

Smartphone Investment Implications.

The increasing adoption of smartphones augurs well not only for Nokia but also for other smartphone manufacturers like palmOne (Nasdaq: PLMO) and Research In Motion (Nasdaq: RIMM). palmOne recently introduced the GSM edition of its Treo 650 smartphone. Research in Motion recently released the latest model in its BlackBerry 7100 series, the 7100g.

The incorporation of additional features and functionalities that make smartphones the portable information center and entertainment device of choice has bullish implications beyond just manufacturers of smartphones.

Wireless service providers like Vodafone (NYSE: VOD) should see their average revenue per user being buffeted with increasing use of value-added services that smartphones enable.

Then too, the increasing adoption and usage of smartphones will require the rollout of 3G wireless networks in earnest, translating into business opportunities for wireless network equipment providers such as Ericsson (Nasdaq: ERICY).

Notes: This report is for information purposes only. Nothing herein should be construed as an offer to buy or sell securities or to give individual investment advice. This report does not have regard to the specific investment objectives, financial situation, and particular needs of any specific person who may receive this report. The information contained in this report is obtained from various sources believed to be accurate and is provided without warranties of any kind. AlphaProfit Investments, LLC does not represent that this information, including any third party information, is accurate or complete and it should not be relied upon as such. AlphaProfit Investments, LLC is not responsible for any errors or omissions herein. Opinions expressed herein reflect the opinion of AlphaProfit Investments, LLC and are subject to change without notice. AlphaProfit Investments, LLC disclaims any liability for any direct or incidental loss incurred by applying any of the information in this report. The third-party trademarks or service marks appearing within this report are the property of their respective owners. All other trademarks appearing herein are the property of AlphaProfit Investments, LLC. Copyright 2005 AlphaProfit Investments, LLC. All rights reserved.

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“Regular communication with your customers is essential to your success.”
- Heidi Richards -

Ezines - The alternative of choice for many companies is a great way to market your company. All you need is an e-mail account and permission from your customers/clients to send the ezine. In fact, I have found ezines to be so powerful that I write and produce five a month. They are:

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Self-Marketing News www.self-marketingnews.com
PetalsNCents (a marketing newsletter for the floral industry) - www.petalsncents.com
Creating A Legacy (a newsletter for the nonprofit community) www.creatingalegacy.com
Ramblin’ Rose (a newsletter for my customers) www.EdenFlorist.com

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WECommerce News (a newsletter for members of The Women s ECommerce Association, International) www.WECAI.org

Since the whole topic of ezine production can be overwhelming, I will just touch on the highlights to get you started.

The first thing you must do is collect your customers/clients e-mail addresses. We collect them when they call, come in the shop, answer surveys, or enter our contests. We ask for it every time we have interaction with them.
We tell them the benefits. The ezine is filled with product updates, trends, surveys, special offers, testimonials, discounts and my favorite CONTESTS.
Make it easy to read and brief. Two to three pages max.
One of the most important things we had to deal with was when our lists started growing (beyond 250); we were very limited in sending through our original e-mail account (AOL). They have rules and sometimes will freeze an account if you send too many at once. The format would also get botched sometimes. The lists became unmanageable when we had to remove unsubscribers and duplicates. Finding the ones who wish to unsubscribe can be challenging. We switched to another service hoping they could send our newsletters and maintain our lists. It was a good service; however, we didn’t like the look of our newsletter. It had limited capabilities (no bold or italic). Since I’m the creative type, I didn’t want my ezines to look like everyone else’s. We have now found a program we are very happy with. There is no monthly fee, just a one-time purchase fee. It is called Group Mail Pro - Mailing List & Group Management Software. And it only costs $79.95 (and you own it). For more information visit: http://www.sellshareware.com/CustomView.asp?PrID=34362.&AfID=7838&PageID=1

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About the Author

Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 7 other books. She is also the Founder & CEO of the Women s ECommerce Association, International www.WECAI.org (pronounced wee-kī) an Internet organization that Helps Women Do Business on the WEB. Basic Membership is FREE. Ms. Richards can be reached at Heidi@speakingwithspirit.com or heidi@wecai.org.

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Internet Marketing Basics

 by: Himanshu

Almost all of the articles on Internet marketing lacks coverage on all the basics and all the avenues of Internet marketing because there is just too much information to cover in a few words. Here I am going for an attempt which will be an overview, not an in depth affair.

Here I would cover four basic marketing subjects:

• Market Research
• Search Engines
• E-zine Advertising
• Email Marketing

Market Research This is the most basic part of any marketing campaign. This involves how much you are going to invest in the campaigns and where you are going to invest. Investing the right money at right place is the key. If you don t know your target market and how to reach them; if you don t know the value of the message you re attempting to convey; if you don t know the answer to all the pertinent questions your advertising and the whole project will fail.

The most basic step in researching your market is to first have a target. There should be a clear picture in your mind about the target audience and you should treat them as your potential customers. This means you know who you re aiming for (their likes, dislikes, general age group, income, business type, etc.) and have a general idea how to hit them. Sample target markets would include:

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This includes the segregation based on

• Age group
• Qualification
• Per capita income
• Spending capacity
• Geographical location
• Business class
• Technocrats

Once you know who your target is the more information the better you re ready to get into the nitty-gritty of market research. There are five basic ideas in market research: Primary, Secondary, Combined (all types of research) and Qualitative and Quantitative (ways of gathering the information). A quick definition of each:

Primary research is research conducted by the primary user of the information. Secondary research is gathered elsewhere and used by you (purchased, leased, etc.). Most small businesses conduct both of these types of market research customer surveys for primary information and by researching free or paying fees for secondary information. This is called Combined research.

Qualitative research is usually exploratory and has a direction or goal. It generally aims at specific issues in the subject matter and gives you a better idea in which direction you should proceed. This type of research is loose and is geared more towards finding a market or narrowing your market than it is towards getting specific information on that market and where your product fits within it.

Quantitative is much more rigid than qualitative marketing. This research gets much more accurate statistical results and information and is best used when your target market is already narrowed and you wish to find ways to reach or explore that market as well as find specific information on your product as it relates to that market.

Generally businesses conduct qualitative research during the exploratory research and development phase of their product to see if it is viable on the market and what they need in order to reach their market more fully with the product (colors, shapes, uses, etc.). Once the item is ready to hit the streets, qualitative research is used to fine-tune the market niche and begin offering the product for sale.

Conducting your own market research is time-consuming, but is very well worth it if you have a need for information or if you are spending any considerable amount of money on your marketing for specific products or services.

Search Engine Marketing

This has, for a long time now, been a hot phrase in online marketing circles. I m not sure why, since while it is generally an important part of a presence online, it is not the end-all-be-all of marketing on the Internet. Search engines have become one of the most expensive forms of advertising on the Web, but have also become one of the most effective. Great search engine marketing (read: placement, strategy, etc.) is done by professionals and takes a lot of time to do correctly. There are two types of search engines to market towards: search engines/directories and pay-per-click (PPC) engines.

Search directories (Yahoo! ) and engines (Google) require a lot of patience to market effectively. Even if you are paying for your listing, it can take weeks to appear on their site. Further, your positioning on their site can change regularly as their indexes change or they change the rules of ranking on searches. On top of all of that you have paid advertisements and paid listings (see PPC below) that can usurp your position or push you further down in the results.

Pay-per-click (PPC) engines are much easier to use, but also more expensive. A campaign on Overture, for example, can total hundreds of dollars in a single day. These engines, however, can usually get you a higher listing on a regular search engine (such as Yahoo!) much faster and with steadier results. Google Adwords is one more example in this category. This approach should be taken when the site is a new site, there is no brand name associated with the website. this gives instant traffic to any website and which in turn increases popularity of the site among the affiliates who are in constant search for the god affiliate program websites.

Whichever course you take (I would recommend both if you re serious about search engine marketing), be prepared to spend a lot of time and a goodly amount of money in your endeavor. A listing at Yahoo!, for example, is $300/year and the average per-click cost on Overture is about $0.75.

E-Zine Advertising

In my experience, this is by far the most effective form of advertising at very low cost online. That said, be leery of offers to get your ad in 50 email newsletters for only $25. I doubt you ll see one response for your $25 since most of the readers of these e-zines are probably other people who paid for advertising as well.

If you have researched your market well then you know the general wants and desires of your targets. Using that information, you can find the online newsletters (email or web-based) that these people would be interested in. Chances are that publication takes advertising. There are three basic types of advertising to a newsletter list: solo ads, top-line ads, and classified ads.

Solo ads are sent to the entire (or a part of, depending on the options given) newsletter list these ads contain ONLY your advertisement or perhaps your ad plus an article to get the reader interested in looking. These are the most effective type of advertising through most newsletters, but are also the most expensive. Expect to pay $20 or more per 1,000 impressions in a good publication.

Top-line ads are just that: ads that appear at the very top of a newsletter or at the top of an article in the newsletter. These are also highly effective and are fairly cost-efficient at about half the price of a solo advert.

Classified ads are the most useless of the three options given. They re usually very cheap, but almost always appear at the bottom of the newsletter and are generally bypassed by the readers who rarely read that far into the publication. These are cheap, though ($5/issue is not uncommon) and can be effective when combined with one of the other two options to spread your advertising over several issues.

Email Marketing

Marketing online using email is a touchy affair and can easily lead to many problems. Despite this, it is by far the most effective form of advertising online bar none. An email advertisement to a targeted and strong list of people can generate responses of close to 1/3 (1 response for every 3 targets). That s phenomenal in ANY form of advertising.

There are three types of email marketing: SPAM/UCE, opt-in, and newsletter marketing.

SPAM/UCE (Unsolicited Commercial Email) is something that everyone, whether savvy online or not, has heard of. The word SPAM has risen from questionable meat in a can to plague of the Internet in the past three or four years. Despite its bad name and any personal feelings I may have about it SPAM is a very effective form of email advertising. If it weren t, it wouldn t exist. Doing it correctly, however, is expensive and requires much thought using it even just once can affect your business for better or worse for the duration of your time online.

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Opt-In email advertising is extremely effective and carries very little of the weight of SPAM marketing. The idea is pretty basic: you create a list of email addresses and send marketing messages to them occasionally. The hard part is getting those names to start with. Usually other forms of advertising get your website going and this type propels it forward.

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Newsletter marketing is similar to opt-in marketing, but includes useful information such as articles or insights. In fact, you re probably reading this article through a newsletter that is being used to market a business of some type or another. Newsletters can be time-consuming, but are well worth the effort. Some newsletter publishers supplement their income by running advertisements in their publications (see newsletter marketing above).

Of these three types of marketing, I have had the most success with newsletter marketing followed closely by opt-in advertising. That said, be VERY wary of email lists for purchase or hire that claim to be opt-in. Generally, these are NOT what they appear to be and you will receive several complaints of SPAMming if you use them. Building a list of names and emails for opt-in or newsletter publication is difficult, but very much worth the trouble for the payoffs in the long run. I have run my own newsletter for over a year now and receive more comments, input, and business through that than I do any other venue excepting word-of-mouth. If done right, a proper newsletter or opt-in list can greatly increase your success online. If you feel you don t have the time or skill to publish your own newsletter, there are those who will do it for you (including myself!).

Conclusion

Advertising online is a very time-consuming affair, but essential to your success. If you don t advertise, your business will fail. There are no exceptions to this rule. Some form of advertising takes place for every business type without exception. Marketing requires thought, time, and effort to succeed but as an essential part of your business, it s directly related to your rewards at the end of the day!

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How Do I Improve My Web Site Conversion Rate? Part 1

 by: Steve Jackson

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In a recent teleconference, I was asked a number of questions about specific problems people were having and what I would do if I were in their position. This is the first article in a 3 part series that we’ll publish over the next few weeks. It will answer specific queries from the teleconference, in the belief that the answers will also help you to solve some of your issues.

Question 1: What do you mean by conversion? Do you mean getting someone to answer the simplest call to action such as “read more here” or actually selling a product or service?

What you’re talking about here are two different ways to measure your website. “Read More Here” is what I would call a variable affecting your conversion rate. I call these kinds of variables “Micro Conversions” because they are all small (microscopic even) steps toward a full conversion. A micro conversion is something that you should test and measure. “Read More Here” might get a worse click-through rate than “Click here to find out how to win a month’s supply of vintage wine.” So by improving this click through, you get the person browsing to take another small step toward your final website goal. By doing this, you improve your overall conversion rate, which in this case is to get someone to register or subscribe to win a month’s supply of vintage wine. Micro conversions can be tracked by measuring the click through of links, or the read time for content, or the bounce rate for headlines and copy. Full conversion is persuading your visitors to do what you want them to do. In my example, it would be registering to win wine, but it could be subscribe to a newsletter, download an audio file, buy a product, sell a service or whatever, but it should reflect what your website’s business objective is.

Question 2: What strategies would you suggest when there is no “online” conversion possible? I need them to call me for more info, to learn more and to eventually give them a proposal.

There is no such thing as “no online conversion”. You’re looking for leads who will eventually phone you but the visitor is the one with the power. If you don’t give your visitors a reason to let you continue to have a dialog with them, then they won’t. Using opt-in is one answer. If, for instance, you ask for a name, email address and telephone number from your visitor so that he can then get useful information from you in the form of a free report or audio file, you do two things. First, you qualify the visitor as someone who is interested in your services, and second, you get permission to contact him/her again. You need to build into your website a powerful reason for your visitors to give you permission to email or talk to them rather than expect someone to pick up the phone. In your case, you say they need to ring you to learn more. Put what they need to learn into some form that they can opt in to get, such as a white paper, report or audio file. Then you have a conversion rate that is the percentage of people who give you permission to continue the dialog with them by giving you their email address or phone number so that they can learn more about your offering. People visit a website to get information, so give them the means to get it.

Question 3: What if the product you sell is also sold by several others on other websites? How do you get someone who is browsing the Internet to notice your site and want to order from you?

In offline marketing, a successful tactic is differentiation. It’s no different online. If you stand out from your competition, then you get noticed. What makes you different (not necessarily better, just different) from your competition? A USP makes an enormous difference to conversion rates. We improved subscriptions by 11% per month for six months by differentiating ourselves. The second point is that your site should be of use to your visitor. The one thing that all people online have in common is that when they browse they are looking for information. So give your visitors what they want in the form of education. If your potential customers become educated about your offer and take away something useful from your website, they will remember you over your competition.

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Question 4: How do you get the address, telephone number and name of the owner of any company that you’re trying to get in touch with to see if they would be interested in what you sell?

You need to get permission from the visitor to get that information. It can’t be done with any tracking tools available. There is a very good reason for this and it’s called privacy. If you or I went online and could have our names, addresses and phone numbers tracked by software, it could be potentially dangerous. Imagine if you were online and were talking in a chat room about going on holiday in a faraway land for the next few weeks and your personal information could be gathered. The person who sees that information then knows when to go to your address and rob you while you’re away. It’s OK to track browser behavior because no personal details are ever tracked. I for one hope it stays that way.

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Question 5: What should one look for in the web logs to determine conversion rates?

Web log files are a problem because they record everything. Web logs record every request to your site’s pages from search engine indexes, to email harvester software, link harvesters and visitors. So first you need to filter out from log files the information that isn’t relevant to visitors. Then you’re looking for unique visitors (not visits) or unique sites. Once you have that filtered figure, you have the approximate number of visitors coming to your site, still not close to 100% because of proxy servers recording multiple visitors as one browser, but it’s as close as you can get with log files. Then you divide the number of people who complete the conversion action by the total visitors. That is your conversion rate. If you can get software that doesn’t use logs like IRIS METRICS or log software that works out the filtering like Web Trends, it makes your job much easier.

Question 6: What factors have the biggest impact on conversions on my web site?

The short answer is differentiation, target marketing, your site’s relevance to your desired audience, measurement, experimentation, and most importantly trust.

Differentiation is the first step in the process. You must find a way to stand out from the competition. It should start with the domain name, and continue throughout your entire website’s strategy.

Then in your content, your copy and your design, you must smack your target audience between the eyes. You have to find out exactly what it is they want and answer the wants and needs of that audience.

Relevance is hugely important, too. If you’re running a campaign on Overture or Google with certain keywords, your audience should land at exactly the right place after typing those keywords and finding your website. So if the audience types “Red Vintage Wine” into Overture and your link appears, on clicking through they should be taken to the page on your site talking all about and selling red vintage wine. They shouldn’t land at the home page of your website which has a small link to the red vintage wine section and 5 or 6 other types of wine for sale.

Measuring and experimenting is then the key to improving conversion rates. You can’t improve conversion without measurement unless you’re making educated guesses or you’re just plain lucky. So get a good measurement system, learn what it’s all about, and test your changes.

Finally and most importantly trust. You can’t sell anything if your audience doesn’t trust you. You can help them to trust you by prominently displaying your privacy policy, your shipping procedure, the fact that you use SSL encrypted protection for the forms on your site, that hundreds of satisfied customers have already bought from your store, that you make it very easy to find contact information such as a name and address as well as support via email. You could educate via your website with articles and ‘how to sections’ or newsletters and instill trust over time. In short, your prospect must trust you to part with his or her money.

What’s next?

In part two of this series, we’ll be looking at measurement software tools, the pros and cons of logs versus ASP vendors, average conversion rates, why it helps to track visitor activity using the software which is available, and what you should test and tweak to improve conversion rates.

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Supply and Demand and Marketing
Darrin F. Coe, MA
11/30/04

According to Dough McCormick, Chariman and CEO of iVillage, Inc, Technologists focus on supply but they don t understand advertising is focused on demand. Just because we have an available ad doesn t mean we have to sell it.

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What in the world does that mean? It means not every product online is going to sell. Online retailers and marketers are not going to succeed just because they are online. Marketing is about understanding the demand of the consumer and meeting it or creating demand for a product.

This means online business people must take the time to understand the consumer. They need to develop an understanding of the consumer s thinking, motivation, and needs. Just because you develop a website and slap up some product graphics and have a checkout process using paypal does not mean you ll be selling and rolling in money.

Is there a demand for your product or service? If there is how does your product or service fulfill that demand? If there is not a demand can one be created through advertising and marketing? For some products or services you ll not be able to create demand and people won t buy simply because you provide a supply.

So what s the practical application of focusing on demand instead of supply?

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1. Take the time to research your demographics
2. Consider streamlining your websites to include interactive elements that help develop
an understanding of what your visitor desires.
3. You may need to develop a different marketing campaign based on whether there is
a strong demand or weak demand for what you are offering.
4. Demand can be created via a long term process of education/awareness, then branding,
then interest, then trial, then demand.
5. In a demand mindset you ll need to be more strategic, combining a campaign of both
rational information with desire oriented emotionalness

What is your conviction about the adequacy of this article?

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Remember, just because you supply it does not mean there is a demand for it. Take the time to study your idealized market and idealized customer profile then search them out to ascertain what their demand level is for your product or service. This will help you develop your marketing strategy. Be prepared for a long-term commitment.

About the Author

Darrin F. Coe, MA holds a master s degree in psychology and operates The Center For Understanding Consumer Thinking . He is the author of the special report, The Internet Consumer Exposed available at http://dcoe1.tripod.com/exposed1 visit The Center at http://dcoe1.tripod.com and subscribe to the Darrin Coe Ezine for more marketing and consumer information.

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SOURCES FOR EDUCATION

The Internet is loaded with information. It literally is the reason for its
existence. Therefore, it is completely possible for anyone to find the
education they are looking for on any topic.

However, sometimes the Internet can seem so big that it’s hard to
locate what you want. Below are a few direct methods for finding
what you are looking for.

SEARCH ENGINES

Not my favorite, but often the obvious place to start. However, they
are best used to locate topics in general, get to a related web site, and
then work forward from there.

EZINES

There’s an ezine on everything. Plus, unlike web sites that often stay
the same for months, ezines contain new information in each issue as
well as refer you to relevant sites and other related ezines. If you
subscribe to several ezines covering the same topic, you’ll get a range
of opinions and views that can help you develop your own ideas over
time.

It’s ok to subscribe to quite a few ezines and let them compete.
Determine the ones that continually bring you what you want and stay
with them. Root out a few of the best on your chosen topic and let
the rest go.

After you read an ezine, and you like the information presented, visit
the ezine’s web site and look at their archived issues as well. This can
be a quick way to surmise what kind of information and interests the
ezine will cover.

A great place to start your search for ezines is an ezine directory.
You can search by category and read brief descriptions of what the
ezines contain. My favorite directory is the Ezine Locator run by Jeff
Wilson. http://www.ezinelocater.com To me it’s more easily
navigable and makes better sense than many others.

WRITER’S SITES

Another worthwhile endeavor is visiting the sites of the people who
actually author the articles that you enjoy. Some ezines run original
articles, but many just pick up articles from freelance writers.
Determine the actual author of good articles and see what their site
has to offer or watch for more of their works. Most articles contain a
resource box at the end identifying the author and providing a link to
his or her site.

ESTABLISH CONTACT

You can read articles and sites all you want, and you can learn a great
deal. However, sometimes you just plain need personal contact from
someone who can answer your specific questions.

Not everyone on the Internet is easily approachable, but those in the
business of selling information usually are happy to make personal
contact. When you do write to someone with questions there are
certain steps you can take that will increase your odds of getting a
response.

1. Call them by name.
2. Name the article or site where you read their words.
3. Be courteous.
4. Be specific.

Addressing people by name tells them you know who they are and
that you are not just sending out bulk emails to anyone who would
respond. Letting them know where you heard of them gives you
more credibility as well. Being polite is, of course, expected by
anyone, and being specific will get you better answers. Asking
general questions that require volumes to answer will not get results.
This is the Internet where working marketers can literally get hundreds
of emails every day. If you show specific interest, you’ll be more
likely to get a legitimate response.

You can try contacting anyone you respect that offers an email
address, but you won’t always get a response depending on the
person, how busy they are, and their way of doing business.

However, there are people who are willing to answer questions and in
fact list themselves as being available to do just that.
SwapSmarts.com http://www.swapsmarts.com is one site that lists
experts in many categories that have signed up as being willing to take
questions. This can be one way that makes finding people to contact
much easier.

CHOOSING A MENTOR

At times, you may find one or two people that you can form a good
relationship with and contact repeatedly. If you are willing to give
something back in that relationship, whether it be your own
knowledge in a different area, other items of value, money, or at least
friendship, you can end up with a mentor. You can have one to
several mentors, and often the relationship can be profitable for you
both.

I define a mentor simply as someone willing to work along with you
by answering questions or relating their own experience while you
make your way through a learning process. Mentors deserve your
respect, and they deserve to be paid back in some way for what they
do for you.

However, there’s no one that knows everything. You still need to
think things through for yourself, seek other opinions, and relate others
experience and knowledge to your own goals and obstacles.

You can learn from any or all of these resources. However, it’s how
you start to put your new knowledge into action that counts.

We’ll start to discuss that in the next article in this series.

———————————————————————

Talk DIRECTLY with EXPERTS!

– Direct, PERSONAL Contact, Expert Advice
– Ask Unlimited Questions on Many Subjects
–100s of Experts Available for Private, Confidential Consultations

Get the Information You NEED Today: http://www.swapsmarts.com
————–
Written by Joe Bingham, Editor of the NetPlay Newsletters
Publish Your Own Quality Ezine with Little Work and a Lot of Help
http://www.netplaynewsletters.com/publisher.html
———————————————————————-

About the Author

Joe Bingham is the editor of the NetPlay Newsletters.

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The focus of LookSmart so far, has been to provide it’s directory results to other search sites and portals.

In what could be considered a wise move, LookSmart will now compete with Inktomi, Fast and Google in providing search engine results as well , to large portals like AOL and MSN, who have in the past used the LookSmart directory listings, combined with search engine results from Inktomi.

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The former CTO and co-founder of mySimon, Yeogirl Yun, launched WiseNut in September, 2001, and have already expanded their reach through a joint venture in Korea Korea WiseNut already one of Korea’s top ten sites.

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With this new takeover, it will be interesting to see the eventual effect on Google, who have had tremendous success so far, especially after Yahoo began using the Google search engine results in preference to the Inktomi results.

WiseNut has been labled as a strong rival to the Google search engine, and with this acquisition by LookSmart in a stock transaction valued at $9.25 million, Evan Thornley, chairman and CEO of LookSmart says that “By acquiring WiseNut, LookSmart becomes the first company to have both high quality scalable search technology and strong listings revenue generation. We believe this will position us to compete with companies that have only one of these capabilities.”

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With this new move, LookSmart’s partners will now benifit with a more relevant search experience, as well as the benifit to LookSmart’s directory customers, who in turn should benefit from a higher return on marketing investment, as more relevant search results drive more qualified leads. So far, LookSmart is the only company that provides both pay-for-placement and paid inclusion search listing platforms, aimed towards the bigger advertisers.

About the Author

Cyrus currently manages a few web sites, the most recent of which is PromotionData.com a community center for site promotion and web development, located at http://www.promotiondata.com/

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In Part One we talked a little bit about what Ecommerce is, getting a domain name and setting up a merchant account. Ecommerce is more than that, much more. To have a really good online presence that gets people to stop and shop you need a strategy for success. Your strategy must include your USP or Unique Selling Position in the marketplace. What makes you stand out from all the other online entrepreneurs looking for the same type of customers as you? Can you stand out from the competition based on quality, price or benefits? Once you know your USP, you can begin the monumental task of telling the world about your site. A really unique selling position will give you an advantage over all the competition well that and a lot of planning and investing of your time and money.

FOCUS

Emphasize the benefits and the results the customer will get from purchasing from you and using your product or service. You can discover the benefits by listing all the features and then converting them to benefits. List everything your product or service offers. For each feature list a relative advantage from the customer s perspective. You can discover the customer s perspectives when they buy. Simply ask them, Why did you place an order today or use our service? BE very specific when creating your benefit statements. An example of this is, You will save $100.00 sells better than you will save money. You will loose 20 pounds in 10 days sounds better than you will loose weight. Rank your benefits in order of importance to the customer. If you have enough of them, use bullet points for emphasis.

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Emotion sells. People make most buying decisions with their heart and not their head. Paint a picture of the results the customer will get when they purchase from you. You will look 20 years younger. You will be $100 richer.

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Make sure you include a call to action. Want them to make a buying decision today? Give them a reason to do so. Offer a bribe (discount, bonus, something for nothing).

Your website must load quickly and function easily. If your site loads slowly people will get impatient and go elsewhere. Do all your links work? Have you tested your order page by running sample orders? Have you tested load time using different connection speeds? You can get a fr*ee analysis by visiting Submitplus.com.

Make your website easy to look at and read. I find dark background tend to be more difficult to read than do pale backgrounds. The overall look of your site should be clean and professional. When we were first creating the Women s ECommerce Association, International we did everything in-house. Not being truly adept at HTML coding we thought we could just use a simple program to create a professional site. It was okay, but the one we now have is so much better. Why? Because we hired a professional. You can create a website with a good template program. We are using ECommerce Templates to create our new look for WUN Publications. It is simple to use and relatively inexpensive.

When it comes to graphics, be conservative. Sites that are laden with graphics and flash tend to take longer to load. If your site takes more than 3 seconds to do so, you will loose many visitors and potential buyers. If you must use graphics, make sure the files sizes used have been reduced as much as your image editing/compression software will allow.

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View your site using as many different browsers as possible. In addition to Internet Explorer and Netscape, there is Opera, Mozilla, Lynx and those are just the ones that run on Microsoft Windows. WebMonkey has a chart of those supported by Macintosh, Unix/Linux and others. Also, many people will surf with their browser s graphics switched off. Make sure you know what your site looks like without the graphics and that it is still easy for visitors to surf.

One last thought Make sure all your important information is above the fold. If you know that visitors are looking for something specific and you make them scroll down to find it, chances are they won t.

2005 - Heidi Richards

About the Author

Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 7 other books. She is also the Founder & CEO of the Women s ECommerce Association, International www.WECAI.org (pronounced wee-kī) an Internet organization that Helps Women Do Business on the WEB. Basic Membership is FREE. Ms. Richards can be reached at Heidi@speakingwithspirit.com or heidi@wecai.org.

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