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                     The E-Marketing Digest
                      Volume #2, Issue #102
                        November 7, 1997
                    Gary K. Foote, Moderator

                  This Week's Guest Moderator:

                    Claudia L'Engle Hafling
                 of Media & Marketing Concepts

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Table of Contents

+ Moderator's Comments

   - Guest Moderator's comments

+ Ongoing
   - Marketing to Disabled  
        - Terry Van Horne   

   - Classified Ads
        - Krishnan J iyer
        - Terry Van Horne
        - Guest Moderator's comment
   - Marketing Tips 
        - Terry Van Horne
        - Guest Moderator's comment
        - Rick Smith 
        - Guest Moderator's comment
        - Ron S. La Vine
        - Guest Moderator's comment
   - Moderating The List
        - Michael McCandless
        - Guest Moderator's comment

+ The Corkboard

    - Learn a Link
        - Paul "the soarING" Siegel

+ Question of the Week

    -  Last Week - "How Large is Your Business?"
        - Gary Foote

    -  This Week's Question - "Our Marketing Scope: Where Do Our 
                                   Customers Come From?"

                      Moderator's Comments

Hello Again:

Well, here we are at the end of the week and it feels
as if I've hardly gotten started.  This has been a fan-
tastic experience, guest moderating for Gary.  It's been
fun and educational and I wouldn't have missed it for
the world.  I HIGHLY recommend it!

If you'd like to sit in for a week as guest moderator, 
send a note to Gary at 

Happily, this final issue (of the week) contains some more   
marketing tips as well as helpful responses to questions
posed by readers in previous issues.  Hope you enjoy
reading it! Now - get busy!


Claudia Hafling
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Media & Marketing Concepts
Award-Winning Marketing Strategies Since 1986 / toll free (800)544-6482
P.O. Box 5345, Lake Worth, FL 33466-5345

E-MAIL US for a FREE SUBSCRIPTION to our monthly e-mail newsletter:
   MARKETING COMMUNIQUE-The Hotel Report, with marketing tips for
   hotel execs and hospitality marketers!
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


+++++   Ongoing Topic - Marketing to Disabled   +++++

FROM:  Terry Van Horne 
SUBJECT:  Marketing to Disabled

Dear Claudia and Gary-

I have a question on online marketing. Does anyone on this list do
anything special at their site to make it accessible to the disabled?
Has anyone ever specifically target marketed to the disabled and if so
what techniques did you use? Thank you so much for any help.

I have not done marketing to this group but can 
suggest resources to check your web site for 
compatability to browsers used for the visually 

You can get a browser simulation for Lynx at

It is also advantageous to check your HTMl syntax 

Bobby also evaluates your site for how it 
will work with browsers for the visually impaired 
and also has resources for optimizing your site 
for the visually impaired.

For a comprehensive list of sites supplying 
browser simulation and page validation and 
testing check out the developers test bed at

Best regards

Terry Van Horne  |
Webmaster T's World of Design |
Learn how to submit and place your site at the top of the search engines
using our free information to do it like a pro.

+++++  Ongoing Topic - Classified Ads  +++++

From:  Krishnan J iyer
Subject: Classifieds and other Concerns

[Regarding Nancy Roebke's list of marketing dos and don'ts
in our last issue...] Isn't that a huge list of things to do,
Nancy? For me, each one of them is important. Thanks a 
lot to the moderator for publishing the entire content. 
Highly useful.

Thanks a lot for your points. 

Krishnan J iyer
Redefining Global Fax communications                

+++++  Same Topic - Post Two  +++++

FROM:  Terry Van Horne  |
SUBJECT:  Classified Ads

Hi Claudia & Gary,

Great job Claudia. The last digest had a number 
of items I wanted to comment on.

However, it does take a lot of time to place these 
ads so be VERY selective about where you  post

I agree that this is a time consuming process but 
just as time consuming is the removing and 
filtering of the SPAM posted to your email box
that invariably follows. Another type of activity that falls 
into the same category is listing with reciprocal 
links and public links  pages. Reciprocal 
links and Classifieds are address 
repositories for the lowest form of marketer on 
the net, namely UCE companies. 

I maintain a promotion area on my site that is 
where I store information I'm collecting for a 
book on Web site Development and Promotion.
I did an experiment to see how well the Multi- 
Submit and Broadcast Announce services compare to 
doing it yourself.  Mainly I was looking for Spam 
to Ham results for classifieds and links pages 
and the degree of successfully being listed when 
you use multi-submit services (at best an 80% 
success ratio and often it is much lower). 

When I started the research I was 
receiving at most 5 UCE messages a month. Within 
1 day I was up to 5/ day and at present am 
receiving over 15/day and rising.  

My conclusions were that these are too time 
consuming and results were so poor that this is a 
waste of time.

I suggest that if you are going to use 
these types of free services you go to a free 
e-mail provider and get a unique address 
and only use it for this purpose. It will make 
filtering the resulting SPAM much easier, 
especially if you tell interested parties to go 
to the web site or use autoresponders to supply 
additional information with a means to filter 
spammers by using specific text in the subject 

Terry Van Horne  |
Webmaster T's World of Design |
Learn how to submit and place your site at the top of the search engines
using our free information to do it like a pro.

~~~~~   [Guest Moderator's Comment]  ~~~~~

Good point about using a different e-mail address for such
postings, from one of the free services like Hotmail, etc.
I think I may try that when I announce my new site as up 
and running... Thanks.


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+++++  Ongoing Topic - Marketing Tips... +++++

From:  Terry Van Horne  |
Subject: Marketing Tips

Claudia & Gary -

I have the most success in adding some of my (1600) pages
without the Keyword Meta Tag. I write the pages specially
for Infoseek without the Keyword Meta Tag. 
I think that at this moment this is the best you can do.

I have done extensive research on search engine 
placement and can say unequivically  that this 
is not true. General statements about search 
engines should be ignored unless you are very 
sure that A) the person has researched the 
statement thoroughly, and B) for many different 
types of queries that are general and not specific 
to one engine. 

In this case I have to disagree about meta tags 
at InfoSeek as it is a well-known fact that meta 
tags are VERY important if not the Most Important
(sorry for raising my voice I'm very 
passionate about this issue) factor to high 
placement on this engine. This is not meant as an 
attack upon Mr. Rank personally, but more as a 
warning about where and and how much heed should 
be given to information like this.

To sum up if it isn't broken, don't fix it! 

I agree 100% with what Gary said about not marketing
your site before all your information is in place, but what
if your information requires advertising part of your
site to get the rest of the information? 

A quick comment here because I've already posted 
to another list in regards to this.  I am 
currently in the same boat and since I'm about 
six months into it I feel I have some
good insight into how to do this.

As mentioned earlier, my site is where I'm writing 
and storing information for a book.  Promoting 
the site as I write it has given me good insight 
into the validity of the methods I use and the 
results.  It has also supplied information on 
what is in demand from my audience. Using  
user feedback I quickly realized that specific 
information on placement for specific engines was 
in high demand so I developed the content for 
that area of the site and book first.

The main thing to remember is that you will be 
updating and adding to the information and 
content on the site, so you will want to make it 
easy to organize (to ensure enhanced navigability 
for user). I accomplished this by using an index 
and archive system with each area of interest 
having an index of articles and content. The 
actual content is in the archives which means as 
I further develop the site and want to move the 
information to another index, I'm not losing 
users who have bookmarked or linked to the 

It's been awhile since I posted to the list and 
felt it was time to contribute again.

Best regards

Terry Van Horne  |
Webmaster T's World of Design |

~~~~~   [Guest Moderator's Comment]  ~~~~~

Well, we're glad to have you contribute again.
Welcome back.

As for your comments about Mr. Rank's message
in Issue #101 regarding the meta tags, I'm afraid
I am not a techie so I don't know who is right
or wrong.  I certainly don't think this is a forum
where "right or wrong" should be assigned, in any
case. Information is what we are all trying to
share, in ways that will help one another. There-
fore, anyone with any additional input on this
subject is more than welcome to send a note
in to Gary for Monday's issue.  

In the meantime,I thank both you and Hubertus 
Rank for taking the time to share your knowledge
and marketing tips with us. 


+++++  Same Topic - Post Two +++++

From:  Rick Smith
Subject: Marketing Tips

Claudia -

>>Sharing these ideas is, of course, what this Digest is all about. And
that is why, this week, I am asking everyone to send one brief marketing
success tip to the Digest, to share with your fellow subscribers. <<

A great discussion starter!  (You're doing a great job guest moderating the
list.  Keep up the good work.) 

So here's my marketing tip.

This one is so obvious.  But it never ceases to amaze how many folks miss
this one.  It also amazes me that no one has mentioned this one quite this

The tip

Our marketing materials need to show the benefit to the client or reader. 
So much of what I see discusses features, not benefits.  The prospect
couldn't care less that your new frambazzatan chops 1,000,000 french fries
a minute.  What he or she *does* care about is the fact that if he buys
your frambazzatan to chop his french fries, he can now get it done in half
the time it used to take him.  And *this* benefit lets him spend more time
with his family or whatever.  How do you find out what's important to him? 
You ASK!  

For example,

1.  What do you like about the current models of frambazzatans?

2.  What do you dislike about them?

3.  If you could wave your magic wand to change whatever you wanted about
frambazzatans, what would you change?

When they answer #3, Bam!  You got 'em!  Your prospect/client has just told
you WHAT to write in your marketing materials.  You make your frambazzatan
do #3, and you write your marketing materials to focus on that benefit.

Rick Smith, "The Guerrilla Computer Consultant"
+++ Free Newsletter Shows You How To Competition+++
+++          Proof Your Business in 180 Days            +++
Small business owners, subscribe now to Rick's free online
newsletter to learn how to competition proof your business.
Send any e-mail to 

~~~~~   [Guest Moderator's Comment]  ~~~~~

Absolutely, Rick.  That's a basic - from
Marketing 101, and yet you are right.  So many
people forget it -- or never think about it
at all.  You gotta research your market first --
and then give 'em what they want, stressing that
benefit in your promotional programs.

Many years ago, I worked with a real estate
developer who saw a beautiful piece of land
in western Broward County (FL) that he knew he
had to have.  He designed his dream community
for upscale families who desired beautiful large
homes on large lots. It was a labor of love for him.

He started building and when the first models
were ready to open, he hired us to market
the development. Our 1st question:  who is your market?
A: People with money who like large homes on
spacious lots.  Q: Will they wish to live in
THIS community?  A:  Of course.  It's beau-
tiful (and he was right; it was).  Q:  Did
you do any marketing research?  A:  Uh, no.

Guess what?  That was 15 years ago, when there
was nothing located in Western Broward County
but the everglades and cows.  No grocery stores, no 
malls.  No schools.  Only one main road going
from east to west (and it was a rickety two-
lane affair).  

Guess what else?  Guy went belly up.  Community
went nowhere.  Five years ago, when development
caught up to that western corridor, somebody
else bought that property from the bank, built
a shopping center next to it, and started selling
luxury homes.  There's a new freeway exit across
the street.  This time, the homes sold like hotcakes.

Right idea.  Wrong time.  No research.

It pays to do your homework. And use common sense.
On or off line, the theory's the same. And so are
the results.


+++++  Same Topic -  Post Three +++++

From: "Ron S. La Vine, MBA"     
Subject:  Marketing Tips

Attracting Business

Although I am not in the web design business, I have given
marketing advice to several web designers. Most of it revolves
around getting creative about bundling and offering your services. 

How do you package your services? Is it by the page or by the
hour? How many pages (or how much time spent) do you need for design 
before I get a price break? Do you have testimonial comments or letters
from your satisfied customers? Are these posted on your web site?

Have you determined what type of business is your best customer?
Who uses your services the most? What type of business? Once you
identify a niche, seek a directory of those businesses on the web
and begin a targeted (not spam) e-mail campaign.

I have created a unique offer called "No Results - No Risk - No
Fee (TM)".

If my work produces results, I get paid, if not, I don't.  This is
known as risk-reversal. It takes the risk out of someone using
your services. The reality is, if we don't do a good job, then we
will end up not getting paid (also known as being fired). So, in
my opinion, there is no fear in offering a risk-reversal offer.
What kind of offer have you come up with?

Are you willing and confident enough in your work to take the
risk? What makes your service unique over and above all the other
web page designers?

Another idea: Offer something for free. Free web site review. 
Free consultation. Free Newsletter. Keep your name in front 
of your prospects and make it easy for them to do business with you.

Remember there is only one key question on a prospect's
mind...What's In It For Me? (also known as WIFM)

Ron S. La Vine

President of The IntellWorks - The only constant is change...
Sales & Marketing Research Consulting //
Telemarketer -
Free Fortune 1000 Sales Intelligence Newsletter:

~~~~~   [Guest Moderator's Comment]  ~~~~~

>>"No Results - No Risk - No Fee (TM)".<<

Oh, Ron.  On paper it sounds good, but I dunno.  Maybe
working with web designers, you're never in contact with
the scum of the earth (pardon my french), and if so - good
for you.

Problem for me is, a few times in the past I have taken on
clients that at first glance looked to be stable, reasonable,
honorable people.  Then, after working long and hard for them,
I scratch the surface and -- scum.  Scum doesn't pay its bills.
Scum will find every possible way to avoid paying its bills.
Scum will shut down its company, move to a new side of town,
and re-incorporate under a new name to avoid paying its bills.
(Remember, I live in South Florida and, until about five years
ago, I did a lot of work for real estate developers. Sued clients
three times for non-payment, won all three times. Still
never got a cent.)

I'm just afraid that after I do all the work, which I know and
you know is good quality work, that the client will say -
I don't like it.  I'm not satisfied with it.  I'm not paying
for it.  And then turn around and use it anyway.  Or modify if
slightly and use it.  

With my past experience, I would be very wary about this.

Which is not to say that I wouldn't be willing to give some type
of refund to an unhappy client.  I'm not a bad person and I
don't like to lose clients.  I have been known to make concessions
even when ethically I had performed well and was not at fault.

Just my $.02, fwiw.  Anybody else wanna chime in?


+++++  Ongoing Topic - Guest Moderators +++++

From:  Michael McCandless  
Subject:  Moderating this list

I'm hopeful you can share some insight on what it's been like.  
I've thought about offering to be the guest moderator, but 
I'm worried I don't have gobs and gobs of prior marketing 
and or advertising experience.

What's been your experience with what the moderator must 
bring to the table?
Michael McCandless
BizNexus - Business Solutions on the Web
Get our FREE newsletter "North Carolina Business Web Successes"
Email to with SUBSCRIBE as subject

~~~~~   [Guest Moderator's Comment]  ~~~~~

My comments on moderating?  Well, it's a lot of fun and you get
to experience what it is like to moderate your own list -- 
without actually having to make the commitment to do so.  It's a
good way to get your feet wet.

As for your marketing knowledge, you need to talk to Gary about
that, but it sounds like you have some things to contribute.
I was worried about the fact that although I have 20 years of
marketing and communications experience, I've only been working
on the internet for the past year.  Gary didn't think that was
a problem... You all will have to be the judges of whether or
not he was right. :)

My advice to you and anyone else interested would be to start
a dialogue, via e-mail, with Gary Foote.  He's a really nice
man and certainly will be happy to hear from you.

Good luck!


                         The Corkboard

From: Paul \"the soarING\" Siegel 
Subject: A New Way to Promote your Site

Why are most commercial Internet sites losing money? This
is related to another question: Why are most commercial
sites nothing but overblown ads? And to another question:
Why do vendors feel that visitors are eager for a sales

Advertising was the mainstay of the old economy. While you
were doing something you like - reading a magazine,
listening to the radio, or watching TV - an advertisment was
sprung on you to manipulate your feelings about a product.
It was mostly products which were pushed this way. The
vendor was in full control of his message.

The environment on the Internet is radically different. The
vendor is not fully in control of his message. And he should
not be - for several reasons:

  > Since he's selling services, the vendor needs input from
     customers and prospects
  > Because a person may choose from an essentially
     infinite number of sites, the vendor should know the
     visitor's interests to better entice him

In a word, the visitor is in control. You are less likely to catch
him off-guard. Old-fashioned advertising does not work so

What does work? Linking. As a matter of fact, linking is the
way ALL promotion is done on the Net. Isn't linking the basis
for the use of directories and search engines, exchanging
reciprocal links, and writing articles for publications, mailing
lists and news groups? Aren't what are called "ads" -
sponsorships and banner ads - truly methods for linking?

What kind of linking works best? Not the kind that imitates
the old ad, but one that considers the visitor and his learning
needs. This is what the LEARN-A-LINK is designed to do.


  > a nugget of learning
        - representing your site
        - of interest to the visitor
  > a link to your site

Let me explain with an example (not mine):

    "A jewelry store on Broadway, New York. used a
    hologram that stopped passers-by in their tracks with this
    image: a $100,000 pearl necklace on a lady's hand
    coming out of the display window in front of their eyes! To
    learn more about holograms, visit Royal Holographic Art
    Gallery at "

To write a truly good LEARN-A-LINK requires much work.
You must know your site well enough to be able to
encapsulate its basic ideas. Of even greater importance, is
to study your prospects so you know their learning needs
and the sites they may frequent.

To get the ball rolling and to help us all learn how to write 
good LEARN-A-LINKs, I'm offering to display your LEARN-A-LINK 
free at the LEARN-A-LINK WORKSHOP at my site,

Live your vision,

Paul "the soarING" Siegel, Master the Internet
Subscribe to Learning Fountain Reviews 
Send message to 
After Subject write: Subscribe Reviews

                    Answer to Last Week's Question of the Week

From: "Gary K. Foote" 
Subject: Question of the Week Results

Hi All,

Last week's Question, "How large is your company?"", garnered 38 
responses.  It seems we are mostly a group of small businesses rather 
than larger corporations.  I firmly believe that this result is a 
good representation of what the rest of the commercial side of the 
'net is composed of as well.  Here are the final figures;

1 - 3:   23 respondents

4 - 10:   7 respondents

10 - 25:  4 respondents

Over 25:  4 respondents

Gary K. Foote

                      Question of the Week

Let's find out how broad the Marketing Scope of our Digest
Subscribers is. Where do our customers come from?

Select the answer that best fits your situation.

My company conducts business:

a) locally/regionally (in my own city/state, etc.)
b) nationally, including internet/e-mail customers
c) nationally, with no internet/e-mail customers
d) internationally, including internet/e-mail customers
e) internationally, with no internet/e-mail customers

Please Send All Response to the Digest address by 5 p.m. today; 

Responses Will Be Tallied and Published All Next Week.

-Claudia L'Engle Hafling
Media & Marketing Concepts
To post to The E-Marketing Digest:      

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