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Chamber of Commerce - on the Web logo

Web Marketing Ezine


October 2nd., 2002                 Issue #208                  ISSN 1444-2027


 


Contents



1. Sponsor's Message
2. First Word
3. Tips, Tools, News and Views

 

Free E-Book: 'E-Books, A Complete Guide to Publishing'

- Customers Views Of Email Marketing
Cluetrain Manifesto Thesis #19

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 


4. A Touch of Humor:
How It All Began

5. Classified Ads
6. Free Training Courses
7. Feature Article: 
8 Myths about a Good Name
8. Our Companion Ezine 
9. Administrivia


Visit our companion website at http://www.WebMarketingEzine.com

Want to read this online? For your convenience, the Current Issue 
of WME is posted each week at the WME website. Just visit 
http://www.WebMarketingEzine.com and click on Current Issue.




1. Top Sponsor's Message

 

 

Click Here to find out how super-affiliates do it!

 

 

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!

 


John

 

 


3. Tips, Tools, News and Views

 

 

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.

 

Cluetrain Manifesto Thesis #19

"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...

 

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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.


Here are a few places that you can check on email hoaxes, urban legends, and more.


http://www.urbanlegends.com
http://www.scambusters.com
http://urbanlegends.about.com
http://www.vmyths.com/


When it comes to anything to do with money, remember the old saying. "If it sounds too good to be true, it probably is." 

 


WME Supported By...

Professional Web Design Secrets the Pros Don't Want You to Know...

 

"Finally, a Web design course that makes total and complete sense! Web Design Mastery will quickly become the "Bible" for anyone who wants to build a website. Totally top shelf!"- Rick Beneteau

 

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!


 


Free Training Course of the Week: Selling Services Masters Course

 

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
http://www.webmarketingezine.com/freetrainingcourses.shtml#Services

 

E-Commerce Term of the Week: ADSL (Asymmetric Digital Subscriber Line)

A technology developed by Bell Labs to transmit compressed digital video and audio over regular (twisted pair) telephone lines with the use of special modems. It entails one high-speed, unidirectional data channel and one low-speed, bidirectional control channel (making it asynchronous). Basically, this means you can download faster than you can upload.

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
The NetLingo Dictionary book is 528-pages of over 2500 terms. Learn more...


WME Supported By...

 

If you're a webmaster, you'll LOVE Background Magic! With
Magic you too can create beautiful web graphics; seamless
tile and border backgrounds, buttons that say what YOU
want, email stationery and more. Try the FREE version now!
http://www.boogiejack.com/backgroundmagic.html


An EzineADventure AD. Click Below - Get Your FREE Ads NOW!
http://www.ezineadventure.com/Default.asp?id=8572

 



4. A Touch of Humor

 

How It All Began

 

In ancient Israel, it came to pass that a trader by the name of Abraham Com, did take unto himself a young wife by the name of Dot. And Dot Com was a comely woman, broad of shoulder and long of leg.
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.


5. Classified Ads

Ezine Advertising WORKS! Showcase your ad. in "The Human Face of
Web Marketing", at just $20 for four insertions. Just go to
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How Much Is One Good Sales Letter Worth To Your Business?
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Make Your Site Sell- The Most Important Free Download You'll Make 
http://www.webmarketingezine.com/myss.htm


FREE five lesson class shows you how to improve the your results 
http://www.webmarketingezine.com/lct.htm


WOMEN! THIS LIST IS FOR YOU! THE BALANCED WOMAN! Send a blank email to; TheBalancedWoman-subscribe@egroups.com 


Read about your business's future at: 
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Improve Your Search Positions-Get your FREE WebPosition Software
http://www.webmarketingezine.com/wpg.htm


Earn Advertising Income From Your Website Or Mailing List! 
http://www.webmarketingezine.com/onres.htm


Article Announce - The Free Writer & Publisher Connection 
Subscribe: mailto:article_announce-subscribe@egroups.com


Your own infoproduct? Take the FREE InfoProduct Masters course!
Just send a blank e-mail to timsitsyourfuture@sitesell.net


Serious about writing that book? Look at this site!
http://www.writeabooknow.com 


Become a high-earning Affiliate-take The Affiliate Masters course
Send a blank e-mail to: tamsitsyourfuture@sitesell.net


 

 


6. Free Training Courses


Increase your knowledge; hone your skills; improve your results! Take advantage of some of the finest FREE training courses on the Web by visiting our Free Training Course listing at;
http://www.webmarketingezine.com/freetrainingcourses.shtml

You'll find courses on IT, Computing, Software, Business and Personal Development.
With over 35 courses to choose from, you're sure to find something!

 

 


7. Feature Article

 

8 Myths about a Good Name 

A Johnson & Johnson spokesman says, "Our company's name and trademarks are our most valuable assets."

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.

Myth #1: Size doesn't matter.

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).

Myth #2: There are no short words left in the dictionary.

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.


Myth #3: Coining a name is easy.

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.


Myth #4: Made-up names are all the same.

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."

Myth #5: Customers will take our name literally.

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.

Myth #6: A name has to look good.

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.

Myth #7: Initials make good names.

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.?


Myth #8: Translations don't matter.

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.
Another consideration: Some day, your brand name might be licensed overseas. Or your division might be sold.

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.


8. Our Companion Ezine: A Better Life:ItsYourFuture!

                               
ITS YOUR FUTURE!
Enjoy Humor, Inspiration, Romance, Fitness, Nutrition & Personal
Finance- all aimed at helping YOU to take control of YOUR future!
Subscribe FREE by sending a blank email to:
mailto:itsyourfuture-subscribe@yahoogroups.com

                            BE HAPPY BE HEALTHY LIVE LONG & PROSPER



9. Administrivia

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Disclaimer:
This publication was designed to provide accurate and authoritative information with regard to the subject matter. Subscribers are sent this free weekly e-zine with the understanding that the publisher is not engaged in rendering legal, or other professional advice. If legal advice or other professional assistance is required, we advise seeking the  services of a competent professional.

John Payne does not accept any responsibility for any liabilities resulting from any claims in articles or advertisements published in WME, or the actions of the parties involved.

This publication is for informational purposes only.

Copyright:
Copyright 2000-2002 John Payne All rights reserved. Web Marketing Ezine may only be redistributed in its unedited form. You are welcome to forward it to as many people as you like, with our thanks. Written permission must be obtained to reprint or quote original material published in Web Marketing Ezine.

               Web Marketing Ezine is published by John Payne 

 

 


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