| If you listen to a group of website
| |
| | plug) is that their
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| designers and developers you will notice
| |
| | material can be sharply focused on your
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| a sound
| |
| | target's needs. The disadvantage is they
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| coming from them that sounds
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| | cost more.Newsletters are not the only
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| suspiciously like a Mantra. "Content is
| |
| | tool. Some businesses might find contests
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| king. Content
| |
| | appropriate.
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| is king."If you believe what they pitch,
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| | Every month a contest form is e-mailed
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| all you need to do to succeed is to find
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| | out to participants with a link back to
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| a way to make
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| | the
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| your website "sticky". The idea is that
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| | server for prospects to register their
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| your visitors will not be able to resist
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| | entry. This sort of contact tool can grow
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| coming
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| | a
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| back, over and over, until they buy.It's
| |
| | database rapidly, depending upon the
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| a great theory. But a little observation
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| | prizes and the target audience.Periodic
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| combined with a little knowledge of
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| | "special reports" can be offered. Contact
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| human behaviour puts the lie to their
| |
| | is less frequent than with a
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| nice little theory. Look at your own
| |
| | newsletter, but the need to keep a
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| behaviour.
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| | regular schedule is diminished.Another
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| How many websites have you bookmarked in
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| | tool may be periodic "industry alert" or
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| your browser? I have over 500.Of these,
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| | "industry news" bulletins. These
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| how many do you remember why you
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| | don't demand the writing skills of
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| bookmarked them? I know with my
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| | newsletter producers, however they do
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| own, I'm lucky if I can remember 50% of
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| | require
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| them. And of the sites I do remember, I
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| | you to be up-to-date with the latest
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| only regularly visit 5 or 10 sites.
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| | developments in your industry. (Or your
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| That's 5 or 10 sites out of 500. Those
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| | target
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| other sites
| |
| | market's industry.) An e-mail alert can
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| were all "sticky" too. What happened to
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| | be simply formatted and consist of mostly
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| them?Real life is what happened. Your
| |
| |
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| target market doesn't have the time to
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| | bullet points, interspersed with
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| revisit all of
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| | comments.Or for certain industries and
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| the sites that interest them. So what
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| | businesses, people will sign up simply to
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| happens to the "sticky" site you've
| |
| | receive notice
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| invested so
| |
| | of your latest special. I receive e-mail
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| much time making so? It gets forgotten
| |
| | announcements from about 15 different
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| by all those people who should be your
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| | companies whom I've given permission to
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| clients.There's a simple way to remedy
| |
| | send me their sale announcements. (But
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| the situation. Capture your visitors'
| |
| | don't abuse your prospects using this
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| e-mail address
| |
| | privilege. You'd better send them *real*
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| so that you can keep up a regular
| |
| | sales
|
| dialogue with them.Now you have two
| |
| | announcements, not just sales
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| questions: How do I capture my visitors'
| |
| | material.)One of the beauties of regular
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| addresses, and what do I
| |
| | e-mail contact is that it all can be
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| send them?The answer to the first is
| |
| | automated!
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| found via the answer to the second. Offer
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| | Through the appropriate use of
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| them something
| |
| | autoresponders and listservers, your
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| they'll value, on a continual basis.
| |
| | effort is
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| This newsletter you are reading is an
| |
| | reduced to just creating the e-mail
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| example of
| |
| | that's to be sent. Maintenance is handled
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| one of the most common items you can
| |
| | by the
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| offer. People are on the Web searching
| |
| | software.You can set these systems up
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| for
| |
| | yourself, although it's often easier and
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| valuable information. If you offer to
| |
| | more
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| deliver it to them on a regular basis,
| |
| | successful to have professionals
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| many of
| |
| | (shameless plug #2) do this. There are
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| your visitors will volunteer their
| |
| | some
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| contact information.Newsletters work well
| |
| | services out there, offering free
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| for products and services that have depth
| |
| | listservers and autoresponders, but you
|
| and dimension to
| |
| | pay for
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| them. I could write on marketing issues
| |
| | them by allowing other peoples'
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| for years and not risk running out of
| |
| | advertisements on your e-mail. For a
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| things
| |
| | professional
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| to say. Nor do I put my business at risk
| |
| | business, this is not a very good
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| by "giving away the store."The drawback
| |
| | option.Some ISPs provide listservers and
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| to producing a newsletter is that you
| |
| | autoresponders as part of their basic
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| must commit time to writing it
| |
| | business
|
| on a regular basis. This proves to be
| |
| | service. (Our own ISP provides these for
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| difficult for many people. Some go to
| |
| | free.) Most other ISPs charge extra for
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| sites that
| |
| | these
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| offer free content for newsletters.
| |
| | items, or don't carry them at all and
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| Others hire professional writers to write
| |
| | expect you to buy your own.Keeping in
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| or edit
| |
| | regular touch with hundreds, perhaps
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| their material for them.The advantage of
| |
| | thousands, of your prospects is
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| the content sites is that their product
| |
| | good marketing in my books. If you want
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| is generally either free or
| |
| | to make your web presence more
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| very low cost. The disadvantage is that
| |
| | effective, there are few things you can
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| the content may not fit your market's
| |
| | do that will return so much on such a
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| needs.The advantage of hiring
| |
| | small
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| professionals (Like Capstone: shameless
| |
| | investment.
|
