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The eMarketing Digest
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 The E-Marketing Digest
 Volume #2,Issue #134
 February 13, 1998
 Gary K. Foote, Moderator


 The E-Marketing Digest is published by Webbers Communications
 N. Conway, NH 03860 (603)447-1024

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


 Table of Contents

 + New Topics

    "Search Engine Promotion"
       - Sam King

    "Email address format"
       - Andrew Tune
       - Moderator's Reply

 + Ongoing

    "Perceived Value"
       - Gene Donohue
       - Moderator's Comments

    "Keeping it Simple"
       - George Matyjewicz

    "Checks by FAX or E-mail"
       - George Matyjewicz
       - Terry Van Horne

    "Building Community Online"
       - Joshua Reimer
       - Stephen Ayer

 + The Corkboard

    "Nomadic Working"
       - Colin Haynes


 Moderator's Comments

Hi All,

Today's issue, as always, carries some great commentary on 
numerous subjects.  This is not unusual for the EMD as we 
have a wonderful bunch of subscribers participating.  It is 
they who has made this publication what it is today.  So, I 
just want to thank everyone who has ever posted to this list 
for their input and sharing attitude and recognise them 
publicly as the heart and soul of the EMD community.  

On today's corkboard there is a post by Colin Haynes, seeking 
input on how to involve economically disadvantaged young 
South Africans in his home community in the internet and how to 
"motivate them [to] use the Net to broaden their horizons". 
This post struck a chord within me and, even though it is 
not about an e-marketing issue, I sincerely hope we can all 
offer something to Colin so he may further his community 
goals.  After all, Colin is a member of this community, so 
that almost makes us a member of his, eh?

And now, on with the show...



 New Topics

From: Sam King 

Hi all, 

I'm presently searching for a good search engine 
promotion program, but the packages I keep finding 
are simply search engine submitters. At the moment I 
am reviewing Webposition;

...which seems to be quite good. Has anyone else had 
experience using these programs? If so, could they 
suggest a few?


Marketing & Logistics
SPRINT Software
22 Green st Richmond 3121
Ph. (03) 9427 9996 Fax. (03) 9427 0705

***  NEXT TOPIC -  Email Address Format  ***

From: "Andrew Tune" 
Subject: Email address format


Hoping you folks can offer some educated opinions 
(or maybe just opinions ;-)

What do you prefer as an email address:     or ?

No, I'm not Warren in disguise, and this is my first 
post to this list, so if I've somehow transgressed 
protocol, please be merciful.

Andrew Tune                      Technix Consulting Group          Level 5, 695 Burke Rd
Phone: +61 3 9882 2333                   Camberwell, 3124
Fax:   +61 3 9882 4799     URL:
"What if there were no hypothetical situations?" - Jeff Sauder

[Moderator's Reply]

Hi Andrew,

My personal opinion is that the fewer dots and such you 
include in an address, the easier an address is remembered.
Using this 'rule of thumb' I would suggest the following;




From: Gene Donohue 
Subject: Perceived Value

Gary brought up a great point when it comes to 
"perceived value" when considering a price point.  

About 10 years ago I was managing an opticial shop 
where people came and bought glasses.  A new kind 
of reading glass came out where you could fold them 
up and place them into a tiny case.  With my normal 
mark-up it sold for just under a hundred dollars.  
I was perplexed though because after some time had 
passed I really wasn't selling as many as I thought 
I should be.  

So after consultating with the sales rep I decided to 
increase the price of the frame by about $75. And guess 
what, the sales of the frame tripled.  People were 
probably saying to themselves it's a good idea, but how 
come it's so cheap.  They couldn't see how such a 
marvel in technology could be so cheap.  But when they 
saw the good idea came with a hefty price tag, they bought 
in to it.  That is a lesson in pricing I will never forget.

Gene Donohue      Gap Mtn Technologies    

Want to achieve more out of your personal and professional 
life?  Learn the 7 steps to creating a powerful written goal.

[Moderator's Comments]

Gene, I love these stories.  It's a well known fact that real
estate is always sold for perceived value.  If you have ever
gone looking at houses in the US with a RE agent you know 
that they sell by perception.  I've had one say to me,
"Imagine how this room will look with a brick foreplace against 
that wall and some new wallpaper and maybe even some cherrywood

This guy was trying to sell me a house that I had to imagine!

BTW - I'm not slamming the real estate agents of the world, 
but am simply aware of how they sell.  If you're an RE agent, 
please don't flame me  ;->





***  NEXT TOPIC - Keeping it Simple  ***

From: Rainmaker 
Subject: Re: Keeping it Simple

>To tell you the truth, I often buy software with fewer 
>features because I find it keeps me more productive when 
>I'm not presented with a lot of functions.  I tend to spend 
>too much time exploring all of the features of complicated 
>software, so you can see how simple saves me time.  Anyway, 
>I will pay *more* for *less* if my goals are fully reached 
>by the simpler software.

Well put.  The concepts of "suites" drives me nuts.  I use Excel
(because it is better than Lotus) and Word Perfect (because it is
better than Word) and Netscape (because it beats I.E.).  

Same holds true with checks by fax (or e-mail).  We have been
using an accounting system for many years, which we are very
happy with.  When we first started looking for checks by fax
there were a couple out there who did everything except check
kiting (maybe they even did that).  We didn't want to do our
payables, or disbursements.  All we wanted was to receive a check
and convert it to a draft.  We finally found just that.

Too often we forget the cost of training for a new software
package.  While it may not be out-of-pocket expenses, you still
lose time, which is costly.  Years ago we used to tell clients
that the cost of hardware/software represents 25-40% of the total
investment in an information system.  Today that percentage is
much lower, and the cost of learning is much higher.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Automated Press Releases:

***  NEXT TOPIC - Checks by FAX or E-mail  ***

From: Rainmaker 
Subject: Re: Checks by FAX or E-mail

>Could you please share your experience a little. I think that
>there may be a lot of fraud here. Say Mr. A pays Mr. B by check.
>Then Mr. B just uses information on the check to buy over the
>Internet. Check gets cleared, you deliver your product. Then Mr. A
>watches his bank statement and the transaction is reversed because
>it was fraudulent. Overall, this way seems to be much less safe
>than credit cards. How do you handle all this?
>Also, how do you deposit checks without the signature?

The client authorizes payment with signature that is faxed to us,
or by completing a form on our site that authorizes us to credit
his account.  It is no different than an insurance company
automatically drawing money from your account each month for
payment.  If the client does reject the claim, we can go to our
bank and say we have his signature on file, and that is all that
is necessary.  

We took our first check in April, 1997 and have taken many since
then (we just started taking credit cards this year).   The
checks range in size from $50 to $13,500. We never had one
problem, with any client.  We did have two checks come back
because we had the wrong number, but the client cleared that up for us.

IMHO, checks are safer than credit cards.  The consumer can
obtain the service with a credit card and refuse it after 30
days.   And there is no fee.

[Moderator combined two posts from George on
 the same subject.  His second post follows.]

>Judging from many other posts of yours that I've seen, you're too
>smart a man to have written this reply - perhaps the Devil made
>you do it?

No, I did it.  You are trying to sell a "Checks by Phone, Fax,
E-mail" package.  Most companies already have an accounts payable
and disbursements system, and have no need for all the bells and
whistles that may be available.  As Gary mentioned in this same
digest, the cost of learning is expensive,not the software.

What I would do, if I were marketing this  product, would be to
position it differently -- not as a "Checks by fax,"
product, but rather a full service package, that differentiates
itself by also doing checks by fax.  As you see in this digest,
there are a lot of people hesitant to use that kind of service.

If I want to get to work, I will drive what ever makes sense.  If
I want to impress somebody, then I may consider a luxury car.
Same holds true here.  Positioning it as a full-featured Checks
by Fax product means you need to educate folks on the benefits of
the service, **and** on why the product is superior. 

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner      
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821              Fax: (201) 460-3740
Automated Press Releases:
Seminars & Trade shows:


From: "Webmaster T's World of Design" 

Subject: Checks By Fax and Email


I have posted to the list for clarification on this 
statement rather then contacting George personally for 
clarification because there are possibly other Canucks that 
this will affect as well.

>Your $29.95 or $40.00 software may permit the printing of basic
>checks, but may not offer the versatility of more expensive
>systems. Of course, you may or may not need that extra versatility
>- but if you do, then the "higher-priced-spread" can end up being
>cheap at the price!  (For example, I need to print both American
>and Canadian checks, in both business and wallet sizes - and I
>need to be able to verify bank transit numbers, which only the
>$199.95 package I use is able to help me with (to my knowledge).

I am curious about the inclusion of Canadian checks because 
several of the banks up here are not and will not support this 
type of check claiming it is not covered in the bank act and our 
system doesn't allow the use of this type of payment(I assume 
that would include all checks both receiving and sending) . If 
anyone can pass on information on how to do this in Canada 
without the use of an American Bank Account and server location 
I would be very interested as I have been working on a solution 
to this for a few months now.

Is there perhaps a Canadian Subsidiary of an International Bank 
that is enabling merchants to except this form of payment and 
for Canadians to use this form of payment? If you know of 
someone who is accepting these and cashing them in Canada I 
would like to know so I could contact them to see how they are 
getting around the system.

Best Regards
Terry Van Horne |
International Website Builders
Your full service Internet Consultant specializing 
in developing and promoting sites of distinction. 

***  NEXT TOPIC - Building Community Online  ***

From: Joshua Reimer 
Subject: Building Communities

>Communities are large. And communities of independents don't fly 
>by their very nature. 

I hate to say this, but... I couldn't disagree more!

Currently, I run my own online community. It's not huge (by
the standards of C|Net anyway), at only a few thousand. But
still... I get many visitors to my website a day (Promotion
World, found at ), and
about half of them every day are return visitors. That must
tell you something. Also, my newsletter has over 2,500
subscribers, and a lot of them get very involved. I'd say I
have a very active community. And I have hardly spent any
money on it, just a lot of time. 

>I think that most people, say 99.9%,  will find that it
>makes much better sense to be good net community participants --
>and leave the final ownership matters and related headaches in
>heart and pocketbooks to others. 

I guess I must be one of the .1%! I love my work of building
my community. And I'll tell you, it does result in sales. If
I tell my subscribers about my webdesign business, I usually
get one or two large sales out of it. I'd say that is worth
the effort right there.

>Sorry to be so down on the question and for the rant.

That's okay, I think I've done my share of ranting now too .

I hope that this helps someone. Building communities can be
fun, profitable and enjoyable. I'm not saying they are
without their drawbacks, but if you have the time to spend
on them, they are well worth the effort.

Oh yes, if anyone happened to be interested in promoting
their sites for free, just subscribe to my newsletter by
sending an email to  with
SUBSCRIBE in the BODY of the message. I couldn't resist 

Joshua Reimer

[Moderator's Response]

It's OK, Joshua.  Nothing like a good plug for yourself now 
and again.  Of course you realize I now have to mention my 
own web design services to this list as my own plug.  ;->



 :                                                          :
 :        Webbers Communications WebDesign Services         :
 :            Over 300 sites designed since 1994            :
 :                                                          :
 :    See a partial portfolio at     :
 :                                                          :
 :                  Contact Information                     :
 :         Webbers Communications    Gary K. Foote          :
 :   P.O. Box 3214, North Conway, NH 03860 (603)447-1024    :
 :       :
 :                                                          :
 :          FREE consultation and site evaluation           :
 :                                                          :


From: Stephen Ayer 
Subject: RE: Building Community Online

Mark Rauterkus  wrote: 
> Communities are large. And communities of independents 
> don't fly by their very nature. 

I think that virtual communities (VCs) like real world 
communities come in many sizes. Some communities are 
large and others are small, some communities are very 
small (I've lived in a few). Some of the closest communities 
are the small ones. Depending on the audience for your 
product/service/information one can develop effective 
VCs of different sizes.

In her post Jan Crowell  asked:
"...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."

A community exists wherever people of similar interests 
congregate to share ideas, help each other, or learn from 
each other (as Paul Siegel wrote). Just as there are 
different TYPES of community there must be different 
WAYS to build community. Our moderator already discussed 
how this (EMD) community came about. 

Jan, take a look at your small, independent Website and 
ask who would be interested in this site? Why would they 
be interested? What needs do they have that aren't being 
met? Do they need a newsletter, a discussion list, a 
specialized directory, a web based forum, or a community 
of free Websites? 

I don't think there is a "magic formula" for creating 
community. Communities arise for many reasons, usually 
because there is some value to be gained from coming 
together that doesn't exist separately.

Stephen Ayer

 The Corkboard

From: "colin haynes" 
Subject: Nomadic working

One of the most significant aspects of e-marketing and 
related activities is, of course, that it may make 
geographical location largely irrelevant and a nomadic 
working lifestyle becomes a practical possibility.

These features are particularly important in opening up 
entrepreneurial opportunities for those in remote 
places - e.g. Africa, where I am currently based - and 
for the retirees, those made redundant, the disabled 
and others who can "telecommute" or set up their own 
on-line enterprises.

There is so much talent and expertise in the membership
of this excellent list that I wonder if we can tap into 
this pool of human resources and do something really useful 
by spreading our knowledge around more.

What do you think?  As a start, after my earlier books in 
the US and Europe on portable computing, digital publishing,
machine translation and on-line entrepreneurship, I am now 
completing one on nomadic working lifestyles and would 
welcome the opportunity to include descriptions of 
businesses, professions and other forms of enterprise 
appropriate to being based in an RV, boat, or movable from 
country to country or otherwise from one location to another 
without a fixed physical base.

Going further, my neighbours in my small rural community 
near Cape Town include many economically disadvantaged 
intelligent young people of colour who are literate but 
cannot get employment unless - very reluctantly in most 
cases - they move to the cities and face very serious crime 
and other social problems.  How can I motivate them and use 
the Net to broaden their horizons, create opportunities for 
income, and enable them to market such items as craft products 
to the world?  If we had a cohesive, imaginative plan there 
are good prospects for generating some government funding and
perhaps the donation of hardware.

If I can assemble enough practical suggestions, then I will 
call a public meeting and put them to the community.

Many thanks for your attention

Colin Haynes is Editor of and The Haynes 
Guide to the Motor Business in Africa, Director of the 
Creative Communications Trust, and the author of 
internationally published books on business, personal 
computing, and the Internet - including McGraw-Hill's 
Paperless Publishing and the Association of Information 
Management's How to Succeed in Cyberspace.
Contact details: 21 Oak Street, Greyton 7233, South Africa
tel (27)028-254-9230 (fax 9129) e-mail:

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 The E-Marketing Digest                  Webbers Communications
 Copyright Webbers Communications, 1998           P.O. Box 3214
 All Rights Reserved                        N. Conway, NH 03860
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