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October
2nd., 2002 Issue
#208
ISSN 1444-2027
Contents
1. Sponsor's Message - Free
E-Book: 'E-Books, A Complete Guide to Publishing' - Customers
Views Of Email Marketing
- Marketing
Hall of Shame - 3
Years On- Email Hoax Still Going - Free
Training
Course of the Week: Selling Services Masters
Course - E-Commerce
Term of the Week: ADSL
5.
Classified Ads 2.
First Word Hi
All! A
couple of months ago, we invited WME subscribers to tell us how we could improve
the ezine for them. The responses were numerous, and varied, but some common
themes emerged. The
first was that, while readers enjoyed WME, many felt that once a week was a bit
to high a frequency. We're not the only item in their In box! As a result, we're
going to try a fortnightly schedule of publication, starting with this issue. The
second common response was that the magazine format made for quite a large file,
which doesn't work well for many. Table of Contents notwithstanding, it also
meant that some readers were finding it hard to wade through a lot of
information, to get to something they were interested in. While producing a long
magazine-style ezine is good for my ego, you're telling me it's not best for
you. So we'll change. In the next couple of issues, we'll change the format. It
will give you a Table of Contents, and a short summary of each item, with links
back to the full information at our website. Result: a smaller file for you, and
easier access to whet YOU want to read. Many
readers are happy with the text version of WME, yet a number wondered aloud if
we were 'with it'- seeing as we didn't send out a HTML version. There
have also been a couple of scattered references to the ads that top and tail the
emailed ezine. These are placed there by Topica, the service we currently use to
distribute WME. Over the next month or so, we will solve both problems for you.
To help us solve these problems, we will be using a wonderful product called PostMaster- probably the best Online Automation product you can buy.
PostMaster
will host the ezine, and send out one email to all subscribers. Magically, those
whose email client can show HTML will see an HTML version: those who can only
read text, will see a text version. Postmaster will become the backbone of our
internet business, automating much of our work, and freeing us to get on with
the important things. You won't see it or hear it- it will just help us serve
you better in many ways. Well,
so much for a shorter ezine!! Time to let you get to the 'meat' of this week's
issue. Thought
For the Week: "We
cannot solve our problems with the same thinking we used when we created them." -
Albert Einstein
Till next week, have a good one!
Free
E-Book: 'E-Books, A Complete Guide to Publishing' Since
I mentioned his great Affiliate
Showcase results last week, Jonah Klimack of AdTrackz (http://www.adtrackz.com/...)
has more than doubled his number of signups. This week I'm proud to welcome
Shelley Lowery to the team. Shelley is the webmistress of Web-Source.net, one of
the best webmaster sites on the web, and the author of 'Web Design
Basics', one of the very best texts on that subject. To celebrate Shelley
'coming on board' Affiliate
Showcase, I've decided to give away a copy of the free introductory version
of her e-book, 'E-Books: A Complete Guide To Publishing'. If you're not thinking
about e-books as either infoproducts, or as a marketing tool, then this is
something you should read. To
download your FREE copy of this introductory e-book, visit http://www.webmarketingezine.com/downloads/EBG.exe Customers
Views Of Email Marketing Two
recent study results have highlighted some interesting consumer attitudes to
email marketing, and how often they purchase through it. The
first study examined how internet users differentiate between legitimate email
marketing, and spam (or UCE- Unsolicited Commercial Email). here are the
responses, as a percentage of respondents... 59%
Email Marketing is for service/product info I've specifically requested, spam is
sent without asking for it. 16%
There is no difference between email marketing and spam. 11%
Email marketing is from companies dealt with in the past, spam is from companies
never dealt with.
8% Email marketing is email I like, spam is email I don't
like.
6% Email marketing is from companies I know, spam is from companies I
don't know. As
a marketing professional, my closest choice would have been the option chosen by
only 11% of those surveyed! The survey results emphasize that we all need to
take great care to build a good relationship with those we email market to. In
the second study, the same respondents were asked how often they had made a
purchase based on email marketing. The results are... 42%
More often than once a year, but less often than once a month. 29%
Never. 22%
Less often than once a year.
7% Once a month This
is an interesting one to interpret. It's like the old story of the shoe salesman
sent to the tropical island. He reported back to head office "No market
here- nobody wears shoes." The company's Super-Salesman was sent out to
assess the situation. His report read, "Huge potential- nobody wearing
shoes." My bet is that many who aren't 'wearing shoes' now, will be later.
I'll be planning, and advising my clients accordingly. "Companies can now communicate with their markets directly. If they blow it, it could be their last chance." Read the whole Cluetrain Manifesto at http://www.webmarketingezine.com/cluetrain.htm WME Supported By...
Ninety-nine out of a hundred sites still don't get the order. Here's how to join the profitable 1% Get your Free Trial Download today! Marketing Hall of Shame Last week we told you about the Marketing Hall of Fame- a great place to pick up on top marketers doing it well. This week, we bring you the Marketing Hall of Shame! Yes, the big boys can get it wrong- bigtime! We can all take heart that such giants as AT&T, Kmart, General Motors, Swissair, Andersen Consulting, McDonalds, the NBA and the U.S. Army can make a complete mess of things, blowing billions in the process. As the dot.bomb farce demonstrated, it doesn't matter how much money you throw at a bad idea, the customers will vote you down! Visit the Marketing Hall of Shame at http://www.counterintuitivemarketing.com/hallshame.html
3 Years On- Email Hoax Still Going
It's hard to believe, but the other day a business acquaintance forwarded me a hoax email that has been going around for over 3 years! I immediately recognized the 'Microsoft email tracking test' hoax, and let the sender know. Unfortunately, too often people who read the hoax are taken in, and pass it on to others. Because it comes from someone they know, the message is more likely to be accepted as fact. It then wastes time, bandwidth, and often causes heartache when people find out it's not true. The best thing we all can do, is to make sure the junk stops with us. Turn on that BS detector, then check it out.
WME Supported By... Professional Web Design Secrets the Pros Don't Want You to Know...
Nothing is left to the imagination...Web Design Mastery takes you step by step through the entire process. Don't miss out on the special, introductory price, or the bonuses, click here!
From landscape designer to cartoon artist, from an accountant with special knowledge of tax havens to a trainer (of just about anything), you can use the Web to build your client base. This 5-day Masters Course will show you how.
To
take this, and many other free training courses, visit
E-Commerce
Term of the Week: ADSL (Asymmetric
Digital Subscriber Line)
Like DSL, this technology uses the existing copper wiring found in almost every home and office to provide a faster connection to the Internet. Special hardware is attached to both ends of the line to allow data to transmit over the wires at a far greater speed than the standard phone wiring (POTS). ADSL supports data rates from 1.5 to 9 Mbps when receiving data (known as the downstream rate) and from 16 to 640 Kbps when sending data (known as the upstream rate). -Source:
NetLingo- The Internet Dictionary http://www.netlingo.com WME Supported By...
If
you're a webmaster, you'll LOVE Background Magic! With
How It All Began
Indeed, she had been called Amazon Dot Com. She said unto Abraham, her husband, "Why doth thou travel far from town to town with thy goods when thou can trade without ever leaving thy tent?" And Abraham did look at her as though she were several saddle bags short of a camel load, but simply said, "How, Dear?" And Dot replied, "I will place drums in all the towns and drums in between to send messages saying what you have for sale and they will reply telling you which hath the best price. And the sale can be made on the drums and delivery made by Uriah's Pony Stable (UPS)." Abraham thought long and decided he would let Dot have her way with the drums. The drums rang out and were an immediate success. Abraham sold all the goods he had at the top price, without ever moving from his tent. But this success did arouse envy. A man named Maccabia did secret himself inside Abraham's drum and was accused of insider trading. And the young man did take to Dot Com's trading as doth the greedy horsefly take to camel dung. They were called Nomadic Ecclesiastical Rich Dominican Siderites, or NERDS for short. And lo, the land was so feverish with joy at the new riches and the deafening sound of drums, that no one noticed that the real riches were going to the drum maker, one Brother William of Gates, who bought up every drum company in the land. And indeed did insist on making drums that would work only with Brother Gates' drumheads and drumsticks. Dot did say, "Oh, Abraham, what we have started is being taken over by others." And as Abraham looked out over the Bay of Ezekiel, or as it came to be known "eBay" he said, "we need a name that reflects what we are," and Dot replied, "Young Ambitious Hebrew Owner Operators." "YAHOO", said Abraham. And that is how it all began, It wasn't Al Gore after all.
How
Much Is One Good Sales Letter Worth To Your Business? Make
Your Site Sell- The Most Important Free Download You'll Make FREE
five lesson class shows you how to improve the your results WOMEN! THIS LIST IS FOR YOU! THE BALANCED WOMAN! Send a blank email to; [email protected] Read
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Advertising Income From Your Website Or Mailing List! Article
Announce - The Free Writer & Publisher Connection Your
own infoproduct? Take the FREE InfoProduct Masters course! Serious
about writing that book? Look at this site! Become
a high-earning Affiliate-take The Affiliate Masters course
8 Myths about a Good Name A Kraft Foods executive says, "Kraft has thousands of trademarks and they are among our most treasured assets. To the outside world, they represent who we are and what we do." Yes, a good name is golden. The single most important marketing decision you can make is what to name your product or service (or company).
But over the years, lots of false notions and fuzzy thinking have crept into the naming game. Yes, it does. Long names are awkward, tend to be abbreviated, and are prone to nicknames not always of your choosing. Shorter is better than longer. Shorter can be an advantage in everything from memorability to packaging. Examples: Aim, Ban, Bic, Bold, Jif, Off, Raid, Sure, Tide, Visa.
Shorter names can even save you money, as FedEx found out. Changing their name from "Federal Express" to "FedEx" eliminated a big purple color field and saved up to $1,000 in labor and materials on the paint job for each tractor trailer. (The company owns 10,000 vehicles). It sometimes seems we've filched most of the existing single words and turned them into names. Amplify? It's a haircare product. Hefty? A trash bag. Meridian? A bank. Platinum? A software firm. Tenet? A hospital chain. Consider two-word phrases instead. Idioms, expressions and figures of speech can make highly evocative names. Examples: Cover Girl, an aspirational name for makeup. Gold Medal flour and Blue Ribbon margarine, two of many ways to say "best of the breed." City Limits, the name and ambiance of a retro diner. Rock Bottom, for really low prices. A phrase often is more than the sum of its parts.
Sure it is, if you don't give a darn about communicating. Anybody with a computer can crank out a name like Anadem or Zixoryn. But as a famous theater critic once observed, "That's not writing. That's typing." The trick is to create a new name that is meaningful, impactful and starts the positioning process for the brand or company. Humana, Compaq and Acura are all meaningful neologisms (the fancy word for a newly-minted word). Notice they all mean something. They're connected to something. They start the communications process.
Au contraire. A made-up name might be a simple fusion of two easily recognized words. Examples: Seagate, Bridgestone, Earthgrains. Or it might be an altered form of a recognizable word. Examples: Trueste, a perfume from Tiffany & Co. Aleve, a pain reliever. It might be a foreign word that some people would recognize. Example: Diamante, the Spanish word for "diamond."
Or it might be a foreign term identifiable only to scholars. Examples: Oreo, from the Greek for "small mound." Sanka, from the French words meaning "without caffeine." No, they won't. They're smarter than that. Does a prospect take the name Century 21 literally, and assume the Realtor won't sell a house until the next century? Does the deodorant name No Sweat mean you absolutely, positively won't sweat? Is a car from Rent A Wreck really a wreck? Does the perfume name Passion guarantee that -- well, you get the idea.
Good names are suggestive. They are bundles of possible meanings. They are not contractual obligations. True, but that's only part of the story. Your name should be pleasing to the eye and to the ear. The mind translates words into sounds. Chances are, your name will be said aloud more often than it's read.
The product name Caress is as silky soft as the bath soap itself. The insurance company name Unum is harsh to the ear, and ugly off the lips. Not true. Names such as AIB, BZW, DSC or EG&G (all real companies) are the corporate equivalent of a disguise. One study found that real or invented words are 40% easier to remember than all-initial names. Don't believe that? Try this little test. Below are "pairs" of company names taken right out of the Fortune 500 listings. The names are side by side in the tables, just one ranking apart. Which half of each pair is better known? Which is easier to identify? (Be honest.) LTV, or MicroAge? GPU, or Foster Wheeler? USF&G, or Maytag? USG, or New York Times Co.?
Yes, they do. Ask the folks at Estee Lauder, who found out that their Country Mist makeup meant "manure" in Germany. Or the food company that named its burrito a Burrada, which was a big mistake. (The colloquial meaning of "Burrada" is "big mistake.")
For openers, the Census Bureau reports that Spanish is now the primary or secondary language of 18 million Americans. Use these three multilingual checkpoints on your next name: (1) Is it acceptable to a native-born person fluent in the language and slang of a country where you might do business? (2) Does your name have any different meanings to what you intend? (3) Could it be confused with a word with negative connotations? This is one of many
useful articles on the subject of Naming, available at The Naming Newsletter
website http://www.namingnewsletter.com
You can subscribe to their quarterly newsletter for free.
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