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The eMarketing Digest
© 1996 - 2008
Library of Congress
ISSN 1522-6913

Published by
Webbers Communications
686 Keene Rd. Suite B
Winchester, NH 03470
603-392-0090

 The E-Marketing Digest
 Volume #2,Issue #132
 february 9, 1998
 ------------------------
 Gary K. Foote, Moderator

 --------------------------------------------------------------

 The E-Marketing Digest is published by Webbers Communications
 N. Conway, NH 03860  http://www.webbers.com?EMD (603)447-1024

 Now read by over 1,200 subscribers in more than 40 countries.

 --------------------------------------------------------------

 Table of Contents

 + Moderator's Comments

    "Monday, Monday..."

 + New Topics

    "Building Community"
       - Jan Crowell
       - Moderator's Reply

 + Ongoing

    "Checks by fax, phone and e-mail"
       - George Matyjewicz
       - Julie Tillman-Frost

    "Designing websites from a marketing standpoint"
       - Ron S La Vine
       - Rick Smith
       - Derrick Robinson
       - Moderator's Reply

 + The Corkboard

    "Reselling"
       - Dan Miller

 + Question of the Week

    "Two Questions, Really"

 --------------------------------------------------------------

 --------------------
 Moderator's Comments
 --------------------


Hi All,

As always, Monday brings an avalanche of new work to my 
desktop and today is no exception.  Mind me, this is not 
a complaint, but instead is a good thing.  My work is 100% 
online and without this constant flow I would be working for 
someone else rather than for myself, as I have for as long 
as I can remember.  Today's issue deals with one aspect of 
keeping that flow going, 'Building Online Community".  I've 
posted a rather lengthy response of my own to Jan Crowell's 
excellent questions on the subject, but it is by no means 
comprehensive.  I hope everyone here will have more to 
contribute to this thread as it is of importance to all of 
us.

Also, don't miss Ron S La Vine's perceptive 21 point post 
on effective website marketing design.  In depth, and quite 
revealing.  Thanks Ron.

And so, without further ado...  'On with the show!"

Your Moderator,

Gary K. Foote
gkfoote@webbers.com

 ----------
 New Topics
 ----------


From: Jan Crowell 
Subject: E-Marketing Digest

Gary

E-Marketing Digest just gets better and better.  Thank you
for your efforts (which must be considerable) in bringing
this in, day in and day out.

I would like to get a thread going on a topic that 
puzzles and confounds me.

I am struggling with the concept of building community
for a small independent web site.  Perhaps we could address
this in the newslist?  

First, although I see examples of community on web sites
like C-net or ZD, Small Business Computing, I still don't
get a handle on exactly which parts are part of building
community--so, can anyone define the elements that go in
to making a community?  A clear definition on what a
community on the web is would help me.

What have other web site owners done to create community?
And last, what is the goal of creating a community?

Thank you for your time.
     Jan Crowell   mailto:webgenie@wt.net  
   Profit Point -  http://www.profpoint.com - coming soon
    Watch for it!   Sales, Marketing, Promotion Information 
See 25% increased sales in 90 days with less work, time and money!
       Set up painfree referral and followup systems, more!	


[Moderator's Reply]


Hi Jan,

Thanks for your kind words, and thanks also for opening 
a great thread.  Building community online means creating 
awareness and interest in what you are doing yourself.  
The community you build might be focused around a discussion 
list like the EMD.  The EMD community of like-minded (or at 
least like-interested) people find a 'place' where they can 
interact with each other, asking for and receiving advice or 
input, offering resources of interest to all, cross 
fertilizing ideas and meeting people with whom they might 
form a 'strategic alliance'.

Our Guest Moderator program offers subscribers the 
opportunity to take the helm of the EMD for a week, making 
this community even more of a 'people's place' than a 
'one-to-many' channel.

The EMD community also includes a website;

http://www.webbers.com/emark

Here visitors may manage their subscriptions, browse the EMD 
archives, utilize the resource center's selected links, read 
how-to articles related to online marketing, and participate 
in the EMD Discount Pool, offering deals to each other not 
available elsewhere.  We have also recently added a 
Subscriber's Photo/Bio Gallery where those who send us their 
pic and bio are featured.

How did this community evolve?  It began as a mailing list 
whose topic was ethical e-mail marketing.  This was in the 
beginning of the 'days of spam' as more and more folks began 
bulk e-mailing unwanted 'e-commercials' to millions of 
addresses and everyone was debating the ethics of such 
practices.  After a number of issues the topic was widened to 
include all facets of electronic marketing (or more precisely, 
'online marketing'.  Probably should have renamed to 
'o-marketing' at some point, but 'e-marketing' already had 
momentum, so...)

After the list's first issue we developed the website, with 
only archives and a few links to begin with.  It has grown 
to include today's mix of assets over time.  We expect to 
continue to evolve, both on-list and on-site, as technology 
offers more and more avenues of online communication, and as 
we develop new resources for our readers.

What do we get out of all this work? 

  + Higher profile
  + Lots of feedback
  + Effective partnerships
  + Networking
  + Actual work

Those are just the commercial aspects of what we gain.  We 
have gained many friends through these efforts.  We have 
gained a level of personal satisfaction for what we consider 
to be a job well done.  We have built something from nothing 
with the help of this community.  And we have helped others.  
I firmly believe in the give-to-get model.  "What goes around,
comes around" is a phrase that ring true when it comes to 
online community building.

Enough from me.  I turn this question over to the rest of 
this community.  I'm sure there are tons of things I 
haven't even thought of...  things others here are already 
actively doing that build community.  Come on folks...  what 
do you think?

YM,

GKF


 -------
 Ongoing
 -------


From: Rainmaker 
Subject: Re: Checks by fax, phone and e-mail

>I market a fully-functional "checks by fax, phone and e-mail"
>software that sells for less than any other.

You're going to have a hard time selling this at $119.  Way
overpriced.  I have used a check to draft system for a year now,
and only paid $40.  It works very well. Also, there is a product
on the market (Versa Check) that is sold at CompUSA among others
for $29.95.  My partner uses it in her off-line business.

George
_______________________________________________
George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner                http://www.gapent.com/rainmaking/
GAP Enterprises, Ltd.        mailto:georgem@gapent.com
http://www.gapent.com
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Automated Press Releases: http://www.gapent.com/pr/
Seminars & Trade shows: http://www.gapent.com/seminars/


***  SAME TOPIC - NEXT POST  ***


From: SageAngel@aol.com
Subject: Checks by fax, phone and e-mail

Hello Tony and E-Marketers,

I have just started using similar software (same function, 
different brand) myself, and it paid for itself in one day! 
I absolutely love it (and no, I am not a reseller *G*, just 
a happy customer.) Anyhow, Tony, I have a suggestion for you:
if your software works on Macs - *advertise* that fact! I 
looked for months, and finally found a package that does, 
and I bought it on the spot. 

As the checks by Fax software developers are always saying, 
many people don't have credit cards, but almost everyone has 
a checking account! 

Sincerely,
Julie Tillman-Frost
_____________________________________________________
YourHomeBiz.com                          
The eZine that helps you realize your home based business dreams!
Our Free weekly enewsletter can be delivered to your email box, filled 
with tips and hints for starting and succeeding in home based business! 
                


***  NEXT TOPIC - Designing websites from 
                  a marketing standpoint ***


From: "Ron S La Vine, MBA" 
Subject: Building an Effective Marketing Web Site

I have assembled my standards of a quality web site to market 
your business. In my opinion, the keys to a quality and 
enjoyable web site to repeatedly visit include:

A Marketing Format:

Who We Are 
(What is the purpose of your page or why are you in business?)

What We Do 
(Products or Services offered)

What Makes Us Unique
(How are you different from others? What is your (USP) Unique 
Selling Proposition?)

Why Use Our Products or Services
(Why would people want to do business with you?)

How You (the visitor) Benefit. 
(For example: A feature is a car door lock. The benefit 
is the door cannot be opened when it is locked and therefore 
you cannot fall out)

Who We Work With 
(Client lists establish credibility as do testimonials or 
comments from satisfied customers)

The Next Step 
(What action is the visitor directed to take? For example: 
buy a product, request information on a service, subscribe 
to a newsletter, etc.)

1. Quick load time is essential (30 seconds or less) unless 
your site is in such demand, or truly unique, a longer wait 
is necessary. 

2. A notice at the top of a long loading page with the 
estimated wait. 

3. Minimal but purposeful graphics (complex graphics are 
okay if you offer a text only version option for the visitor).

4. Easy to read pages (I prefer light backgrounds with dark 
typefaces and bright links)

5. Well thought out and organized content. The visitor's 
needs are taken into consideration, not the designer's. 

6. Well designed logo or banner.

7. New and useful information.

8. Other valuable links related to the web site subject.

9. An option to go back to home page on every page.

10. Contact information on each page.     

11. No spelling errors. Spell check each page and spell check 
it again. I was told a good method is to print out each page 
and read each word using a pencil to spot any possible typos 
or sections of text that do not make sense when read. 

12. No frames unless they serve a navigational purpose. A 
marketing site is only as good as the results it produces. 
If the result is to create a page that visitors are willing 
to wait for, then there is no question a longer load time and 
frames maybe worth the wait.  If you choose to use frames 
then offer a no frame option. 

13. Clear directions and functional links making it easy 
to navigate.

14. A feedback or request for information or guest book option.

15. Uncluttered pages.

16. No counters.

17. Limited non-original animation (such as an animated 
e-mail graphic)

18. Graphics fit the size. (No 75K graphics that were shrunk 
to HEIGHT=100 WIDTH=100 using  PageMill or FrontPage)

19. No psychotic backgrounds. Backgrounds should make the 
page easier to read, not impossible to read (I prefer to see 
no text or designs in the backgrounds (behind the text) of 
pages as they distract from the message rather than 
reinforcing the name of site you are visiting. 

20. Another feature I really enjoy in a web site is the 
availability of a virtual forum (such as the one at 
http://www.telemkt.com ) to discuss issues and network 
with like minded individuals online.

21. No under construction signs.

Have I missed anything? Any other thoughts or comments?

The IntellWorks - Where Intelligence Creates Business Opportunities
Phone: 818-991-6487   Fax: 818-991-5938    Voice Mail: 800-975-1724
 
Phone TIPs for Success Live Telesales Training 
http://www.intellworks.com/phone-tips-training/index.htm

Pro-Active Customer Service
Telemarketer - Telesales - TeleserviceTraining 
http://www.intellworks.com/pro-active_customer_service/index.htm

Free weekly Fortune 1000 Sales Intelligence Report E-mail Newsletter  
http://www.intellworks.com/free-newsletter/newsletter.html


***  SAME TOPIC - NEXT POST  ***


From:             Rick Smith 
Subject:          QOTW_WEB_MARKETING

Gary -

IMO, some of the biggest design elements are not design elements 
at all but are marketing elements.  IMO, they are as important 
or more important than the technical design elements.

1.  Don't use the company name as the Web page title.  Instead, 
use a strong benefit oriented headline.

2.  Use the "You" words in your copy.  Of the 100 most successful 
ad headlines of all time, 47 of them had "you" words in them.

3.  Don't just sell the features of your product or service.  
Back up those features with benefits.

That's a good start for now.

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 




***  SAME TOPIC - NEXT POST  ***


From: derrobin@juno.com
Subject: Meta Tag

A lot of sites are using meta tags. I notice different 
types of meta tag coding. What is the most effective meta 
tag and how do you code it for effectiveness?

Derrick Robinson


[Moderator's Reply]


Hi Derrick,

There are two meta tags that are of importance in terms 
of effective marketing website;

Description meta tag:



This tag's content, which goes between the double quotes 
above, is the description you see for a website when you 
look at listings in an online index or search engine.  When 
you write your description try to include as many words that 
relate to your activity as possible.  By that I don't mean 
to just list words, but to construct a meaningful, 25 word 
or less description that *includes* your keywords.  The 25 
word limit is imposed by most engines, so follow this 'rule' 
strictly.  Here is the description meta tag I use for the EMD;



Keywords meta tag;



This tag's content carries your list of keywords, those words 
that you believe will be used to search for your particular 
product/service at the search engines.  Limit yourself to 
1,000 characters, including any spaces or punctuation.  
Separate keywords with commas.  Don't repeat any single keyword 
more than 3 times.  Use plurals where you can - Example:  
"canoes" will also be read in searches for "canoe", so use 
the plural.

Meta tags go between the  and  tags within your 
HTML document.

YM,

GKF


 -------------
 The Corkboard
 -------------


From: Dan Miller 
Subject: Reselling

Hello,

I'd like some group feedback on the topic of reselling.  
My company offers affordable, turn-key dynamic web design 
to small businesses.  We're expanding our reach with a new 
resellers program (http://www.webclay.net, click "Partner 
With Us").

1.  Does anyone have experience, ideas, feedback, etc. on  
    reseller programs?

2.  If you are willing to visit our site listed above, can 
    you provide some feedback on our program?

3.  If you visited the site, do you have feedback on the way 
    the information is presented?

Your feedback is greatly appreciated,

Dan Miller
w   e   b   c   l   a   y   .   n   e   t
Affordable, turn-key, dynamic web sites
Resellers:  partner with us and share in our success!
http://www.webclay.net
mailto:dmiller@webclay.net


 --------------------
 Question of the Week
 --------------------


This week's question is more of a 'get to know you' 
question.  Since we're all in the same 'boat' here, maybe 
we can  improve each other's personal performances by 
sharing strategies for daily job-stress management.  This 
leads me to two, multi-level questions for this week;

1) What do you love about your online marketing work and how 
   do you keep it that way?

2) What do you hate about your online marketing work and what 
   do you do to manage this natural mental 'logjam'?

As always, post QOTW responses to;
mailto:gkfoote@webbers.com?Subject=EMD_QOTW


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