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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

The Latest Issue of the eMD

The eMarketing Digest Weekly, V2 #361
Discussing & Defining Internet Marketing
Library of Congress ISSN 1522-6913
Edited by Gary K. Foote & C.J. Foote

Monday April 9, 2001
Current Membership Count: 3107

//-----  In This Issue

   - Editor's Preamble
        by Gary K. Foote

   - eMail Marketing Series:

        K is for Kinnard...  or is it?
        by Shannon Kinnard

        Re: J is for Journalism
        Sunni Freyer

   - Web Marketing Series:

        C is for Content
        by Gary K. Foote

   - eMD Member to Member

        Healthcare Database?
        Priya Shylesh

        Keyword Tags
        Joe Ross

        Lori Guffey

        New Member Intro
        Mindy Martin

   - New Member Locations

        61 New Members
        13 Countries

   - Feedback

        HTML eMD?
        Corine Barbazanges

//-----   Editor's Preamble

Hi Everyone,

As always, please take the time to visit this issue's sponsors,
"Opt-In Pro" email marketing software, "Marketing With Email: A
Spam-Free Guide", and "Webbers Communications Search Engine
Optimization" as it is these same sponsors who keep the eMD a
free resource. You may follow links to our sponsors from their
links in each issue of the eMD, or from our Sponsor Resources web
page located at:

Finally, please recommend the eMD by email or by using
the simple online form located at:

And now...  on with the show.

Gary K. Foote, Editor.

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//-----   eMail Marketing Series:
          K is for Kinnard...  or is it?
          by Shannon Kinnard

This week in our ABC's of email marketing we're on the letter "K"
for "Kinnard." Shannon Kinnard is the only name you need to know
for email marketing. Kinnard is the author of 'Marketing With
Email: A Spam-Free Guide" and the host of "Online Publishers" a
discussion list for email marketers.

I'm kidding. My ego isn't really THAT big!

K is for "kidding." Kid around with your readers. Your readers
are the cherries on top of the ice cream sundaes of email
marketing. They're the jelly inside the doughnuts of online
sales. They are the chocolate frosting on top of the cupcakes of
web publishing.

Still reading? See, kidding around works!

The trick to showing some personality is to make fun of yourself
and write in a way that makes your readers laugh and feel welcome
to write to you on a level that is friend-to-friend. Kid around
with them and make them feel comfortable with you as an expert in
your field. Be human and show some personality. Here are some
suggestions on how to infuse your writing with some personality:

1. Dictate. Instead of sitting and writing the introduction to
your newsletter, try speaking it into a microphone. 2. Write a
letter to your readers the way you'd write to grandma, instead of
the way you'd email a business associate. 3. Write it. Print it.
Hide it. Read it a day later. You'd be amazed at how well you can
edit your own words. 4. Eat a ton of sugary foods like ice cream,
chocolate brownies and candy, and then do some writing while
hopped up on sugar. (I'm kidding again!)

Just keep in mind that infusing your writing with personality
makes it a much more interesting read. If you're using email to
market to your readers, then it takes an infusion of personality
to keep them interested and involved in your message.

.now I'm suddenly hungry for dessert.

No kidding!

Shannon Kinnard,

Author of "Marketing With E-Mail"


//-----  Re: J is for Journalism
             Sunni Freyer -- CFNA Public Relations

How can one write a brief how-to-news-write article and keep the
audience silent -- particularly when the audience has in it
someone who taught newswriting at two universities for 8 years;
worked for AP long, long ago; has a journalism degree; and has
prided herself on quickly picked-up AP style news releases
produced while she's been a PR practitioner for some 20 years?

Shannon Kinnard tried.

She did a great job in the last issue of EMD. A really great

But what she couldn't do is keep this pesky and lurking audience
member from adding her two cents.  Sorry Shannon!

Extra pointers:

1) The point of any article is for it to have readers.  You get -
- or lose -- readers in the first paragraph.   The first one!
People read headlines initially and if that piques their
interest, they will read the first paragraph.  If your first
paragraph doesn't lure the reader into the story, if it doesn't
capture their attention, they won't venture any further.  You'll
have no readers.  And you'll have no reason for having spent all
that time writing that article.

Thus Rule #1: If you are to spend 4 hours writing an article in
news style (journalese), budget 3 hours to write the first
paragraph.  If that first paragraph is superb, the remainder of
the story will flow from you so smoothly and easily that you
will wonder what delight you ever found in creamy chocolate.

2. One sentence is a paragraph in news writing, a style used
with great success in print publications of all genre. Two
sentences can also comprise a paragraph.  But watch it. If you
hit three sentences, the paragraph is too long.   Why?

Because of Rule #2: Keep it one thought to one paragraph. This
isn't my invention.  It's a news writing rule that's been on the
books, and substantiated with research, for decades.  The
research focuses on comprehension, readability, people's
abilities to learn from written material.  People stick with an
article longer when you stick to one thought per paragraph.
Isn't that what you want?

The earlier post from Shannon mentioned verbalizing nouns.
Yikes!  Off with her head!  Or at least her fingers!  Shannon, I
have to disagree with you on that counsel.  It's simply bad
English to turn nouns into verbs.  I've been telling hundreds of
college students to never convert a noun into a verb, so you
certainly weren't going to escape my rebuttal on this point.

On the other hand, writing active sentences with zero adjectives
and liberal doses of strong verbs, now those are ingredients
that can result in exciting copy.

I recall an article that demonstrated this technique.  The
subject was David's slaying of Goliath.  It was the most
powerful piece of writing I had read in years.  Not one
adjective appeared in the story.  Not one!

I'm restless to include more tips for those who want to keep
readers reading.   But I've hit my limit of three salient points
per article.  Scientists say you won't absorb more than three
points per article -- so I'm outta here!

Warm regards,

Cynthia (Sunni) Freyer, President, CFNA Inc.
Cynthia Freyer & Associates Public Relations
Home of the "it's only 100 bucks" news release.


//-----   Sponsor Message:

 Marketing With Email
 A Spam-Free Guide

 Get the book that guides you through the steps of
 launching and sustaining your email marketing program
 'Marketing With Email: A Spam-Free Guide' by Shannon Kinnard

 Or call 800-989-6733

 //-----  Web Marketing Series:
          C is for Content
          by Gary K. Foote

Content begins with your website's design and layout.  Content in
combination with good design and layout is not only the textual
and graphical 'heart and soul' of your website, but is it also
what helps an automatic search engine 'spider', or a live, human
site reviewer decide how to place your website in the results
pages when your search terms are input to their search systems.

Content is a dual edged concept when it comes to website design,
and believe me, website design is where web marketing begins  -
not after your site is designed.  Why?  Because you should
eventually receive around 50 - 60% of your site traffic from
these entities.  Anything done to 'search engine optimize things'
after your site is designed, and is less than a major facelift,
is usually nothing more than 'bandage' optimization, at least as
far as improved results in search engines and online directories
are concerned.

There are two basic approaches to website design:  Complicated or

Now, we've ALL seen a whole lot of sites with a thousand image-
links all over the place, a dozen articles shouting for
attention, buttons, badges, whistles, gif animations, java,
flash...  the list goes on and on.  A lot of this stuff looks
great, makes a wonderful visual presentation and gives a site a
feeling of 'techno-knowledge', but...

The big problem with a lot of this wonderful technology is that
it takes lots and lots of source code to include it in a webpage.
Why is that a bad thing?  Because it is the source code of your
page that the search engine spiders 'see' when they arrive at
your site, not the visual page that you see.  They are blind to
java, animations, almost all elements of images, and more.  It's
almost as though we are all depending on a blind man to map the
landmasses of the world for us.  A strange, but somewhat true

What does this mean to your website's design?  It means that all
that flashy 'stuff' will take up the valuable source code 'real
estate' that should instead be filled with content that enhances
search engine considerations.

As you can tell I'm not a fan of techno-flash.  It just gets in
the way of good search engine positioning while simultaneously
slowing page load times.  Not good.

My best advice?  Keep it Simple, Sam.  [My Grandfather used the
word 'stupid' instead of the name, 'Sam'.  What can I say?  It
was another time, long gone now.]  Simple website design lets the
search engines in rather than building walls of complication that
keep them out.

Now, having said all that there are two content elements that are
essential to almost any website's success...  graphics and text:

    1)  Graphics Content

I feel two ways about graphics.  It goes without saying that ,
without good graphics, any website is visually flat and
unappealing - very unlikely to inspire site visitors to take
action.  Good graphics are VERY important.  On the other hand
graphics do little to enhance your website's search engine
optimization, with one exception, 'alt=' tags.

You can include alt tags, like ALT="text goes here", in your
imagefile calls within your source code.  This alt tag is what
creates the text that appears when you hover your cursor over any
picture on a webpage [assuming the alt tag element has been used
in that image's file call].

Too many people use these alt tags to describe the picture
instead of using them marketing-smart, as places to insert their
keys.  Some, but not all, search engines will see these alt tags
and use them when considering your position when any of those
keys are input to their search input boxes.

What images to use in your website, and where?  Someone once said
that a picture is worth a thousand words.  I believe this is
true, but to make sure website images work to best effect I am
always very careful about what I include - keeping them simple
and purposeful.  I generally only use graphics to enhance and/or
depict what that page's text content is saying, but there are
some exceptions;

Example:  A company logo is a must, but how best to include it in
a website?  As a banner?  As a button?  Consider the shape of
your logo and that will help you decide where it should go on
your page.  If it is horizontal, like our Webbers Communications
logo [ See ] it goes best as a banner.  If
it more 'even' in proportion, like that of the eMD [ See ] it will go bettter in the upper
left corner of your webpages.  That spot is particularlary strong
on a webpage, so it makes for a good branding strategy to place
your logo there.

Your logo graphic might even be used as a navigation link,
allowing site visitors to click on it to return to the homepage,
but beyond this one single instance I almost NEVER use images as
links.  Why?  Because they are, again, nearly invisible to search
engines.  That leads me to the second consideration of webpage

    2)  Text Content

You've already developed your site's basic categories in the last
section, 'B is for Building Your Keyword List'.  Now is the time
to create text content for each of those categories.

When developing text content use your prime key[s] in your page
headings and opening sentence for each page.  Break your keys up
and use their individual words in your text content to enhance
single-word recognition and placement.  All this can positively
affect your SE positioning.

More keys per page isn't necessarily a good thing - can even get
you kicked out of a search engine for 'spamming their index' -
but too few and you aren't considered 'relevant' to those keys.
Use them about 4 times per page in the 'message' paragraphs of
your content.  Finally, try to use keys at the ends of paragraphs
and especially in the end paragraph of each page.  This helps to
determina a 'theme' for your page.

When your site is being developed your designer should make use
of your keys as active navigation links to relevant pages.  It is
also known that links embedded as text content are very powerful
click-generators, as well as being a good strategy for
'impressing' search engine spiders of your key's important
relation to your site's title and description.

Keep your writing itself light, informative and short.  Give your
site visitors good info in reasonable-sized chunks and they will
absorb it more easily. I have a tendency to construct sentences
that are more like paragraphs.  I often have to edit myself more
than once to get rid of this tendency.  If your sentences run
more than twenty words you need to rewrite them.  Think short.
Think focused.  And most of all, think 'keys'.

GKF - Ed.


//-----   eMD Member to Member:

Healthcare Database?
Priya Shylesh

I need to compile a database of all healthcare companies
globally. What is one single source that I can use ? I also need
the web addresses of the companies along with the contact names
of the senior management and e-mail addresses.

Priya Shylesh


//-----  Next Post: Keyword Tags
                    Joe Ross

When creating Meta Keyword Tags, if something in the text of your
pages is capitalized or even all caps, is it okay or preferable
to capitalize it in the tags?

If something in the text of your pages has quotes around it, is
it okay or preferable to use the quotes in the tags.  How do
search engines treat quote marks?

Joe Ross


//-----  Next Post:  Introduction
                     Lori Guffey

I'm an interactive marketing specialist who will eventually get
into a consulting role. I have worked with some of the best and
brightest, and wholeheartedly believe in the power of the
Internet when it comes to branding and relationship building.
With that said, I think our industry DOES need to come up with
better more defined standards and benchmarks (for everything from
placing value on eAdvertising, to paying SAG talent, to
measurement of traffic- it makes me crazy that no ONE method is
accepted and hailed). I am EXTREMELY happy to still have a job in
this fast paced exciting industry after the tech stock plunge

Has anyone found a comprehensive eMarketing Resource Guide that
identifies top vendors based on industry standard criteria?

Does anyone have any Viral Marketing turn-key providers that they
would recommend? (I'm looking for companies similar to JumpCut
who led the "Blair Witch Project" viral component).

Lori Guffey


//-----  Next Post:  New Member Intro
                     Mindy Martin

My name is Mindy Martin Pillitteri and I run a marketing
communications firm in Denver, Colorado. In June, we celebrate
our 10th anniversary, which feels like a real milestone. I
provide copy and concepts, marketing and promotional strategies,
and project management for clients throughout the United States.
I work in all mediums so I'm always interested in honing my
skills and abilities; that's really why I became a subscriber. I
don't have any immediate questions, but I look forward to future
issues of this newsletter and the opportunity to interact with
other members. Thanks for the chance to introduce myself.

Best regards, Mindy

Mindy Martin, Owner
Martin Pillitteri Communications, LLC
6610 E. 18th Ave.
Denver, CO  80220


//-----   New Member Locations

Australia               2
Brasil                  1
China                   1
Germany                 1
India                   1
Ireland                 1
Macau                   1
Portugal                1
Switzerland             1
Thialand                1
Venezuela               1
United Kingdom          1
United States          19

Unknown                29

//-----   Sponsor Message:

                WHAT MORE IS THERE TO SAY?

//-----   Feedback:

Corine Barbazanges

If possible I'd rather receive the HTML version of your

Corine Barbazanges

[Editor's Response]

Hi Corine,

We considered adding an HTML version of the eMD, but, since our
content is 100% text based, we decided not to do so.  The effort
would not justify the end result.  After all, text is text,
whether delivered by HTML, or as plain text.

GKF - Ed.

Let us know how we're doing with the eMD.  Like our style?  Don't
like our style?  Take issue with something we've published?  Have
an issue you want to sound off on?  Well, here's your chance.
Talk to us!

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Use it to find other eMD members wth whom you can do business.
Let's pull together as a community and generate some business for
each other every day. List your business right now...

//-----   Administrivia

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