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                         WEB MARKETING EZINE
                   The Human Face of Web Marketing
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April 10th., 2002             Issue #185           ISSN 1444-2027


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

- Updating Web Site Content By Email
- Spamming By Court Order
- Yahoo's Spam
- You HAD Email!
- Creating Vertical Rules and Lines
- Free Training Course of The Week: 5-Day Netwriting Course
- E-Commerce Term Of The Week: Web Host

4. A Touch of Humor: Oxymorons: The Top 20 
5. Classified Ads
6. Free Training Courses
7. Feature Article: An Audience of One 
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/currentissue.htm


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1. Sponsor's Message
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easy to monitor your search positions & to improve your rankings!
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2. First Word
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Hi All!

Communication is a fascinating subject. Any married man can tell
you that! What I say, and what you hear can be two different 
things. Communication on the Internet is even more fascinating.
Technology allows us to use all sorts of techniques to gain
attention, but ultimately, words do the job. Or not. 

Writing for the Internet IS different, and you need to apply 
specific techniques. We can help, This week's Free Training 
Course is Joe Robson's 5-day Master Netwriting Course. I commend
it to you.

How do you 'connect' with your readers? You're sitting there. The
keyboard just lies there lifeless. The monitor screen is staring
back at you. How DO you connect with your readers? This week's 
Feature Article by Larry Chase has a very clever answer. The 
article is called 'An Audience of One'. We're proud to have 
Larry grace our ezine with his presence, and we're sure you'll
appreciate his sage advice.

Till next week, have a good one!

John


Thought For the Week:

"Enthusiasm is the match that lights the candle of achievement."
- William Arthur Ward

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3. Tips, Tools, News and Views
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Updating Web Site Content By Email
----------------------------------

FlexWindow is a fascinating new service which enables users to 
update their web site via e-mail. You can update news flashes, 
notifications, advertisements, product info, stories, prices, and
more.

Use any e-mail client capable of producing HTML to format your 
content or use HTML tags in a plain text e-mail. Just email the
information to FlexWindow, and, just like magic, it appears on
your website!

Website is ridiculously easy to use. Simply create an account, 
paste one line of javascript into your pages, and email in your
changes! This service is extremely valuable when you want to keep
control over a website, but want to allow others to update some 
information. It's also good when you're away from base and can't 
get to your webhost. One email, and your website's updated, Check
FlexWindow out at http://www.flexwindow.com Basic accounts are 
free.


Spamming By Court Order
-----------------------
I think you will find the following item interesting.

"On August 17, 2001 a New York court ordered that a spam outfit,
Monsterhut Inc., must be allowed to continue spamming from the 
network of its service provider PaeTec, despite protests from 
PaeTec and despite spamming being against PaeTec's Acceptable Use
Policy and Terms of Service.

Monsterhut Inc., a professional spam outfit listed on the 
Register Of Known Spam Operations (ROKSO) database, pump large 
volumes of Unsolicited Bulk Email (spam) onto the Internet every
day through PaeTec's network and host illegal stealth spamware 
distribution sites within their PaeTec netblocks. Unknown to the
New York judge, Monsterhut had already lost a previous court case
in Canada where they tried the same thing. The Ontario Superior 
Court of Justice in Toronto ruled that Monsterhut had sent 
commercial junk e-mail, known as spam, and had violated the terms
of its Internet service provider's contract.

To obtain the Temporary Restraining Order preventing PaeTec from 
terminating their connectivity, Monsterhut lied to the New York 
court, stating that the spam complaints pouring into PaeTec were 
all from users "who had opted-in to receive mailings" and were 
not complaints but "removal requests". In fact none of the 
thousands of complainants had ever opted-in, all were complaints
of Monsterhut spamming.

The ruling effectively requires that PaeTec provide Spam Support
Service to Monsterhut, keeping Monsterhut connected despite the 
daily flood of spam complaints and grants the spammers legal 
sanction to spam millions of Internet users against their will.

All Monsterhut IP space has been blocked by the Spamhaus SBL 
blocklist since September."

There are two interesting contacts from this item. Firstly, the 
site it is reproduced from is http://www.spamhaus.org This is a 
site well worth visiting if you want an understanding of who's
behind the spam that you waste all that time on. 


Yahoo's Spam
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Microsoft (much-beloved of this ezine!!) is a competitor for 
Yahoo! through it's Hotmail brand. So it's not surprising that
this heard-hitting headline appeared in their associated MSNBC 
website...

"Yahoo! sneaks in yet more spam.

Tired of spam you’re getting at your free Yahoo! e-mail account?
Get ready for more. Tucked inside a privacy policy change the 
company made this week was notice that more Yahoo! e-mail 
marketing offers were coming — even if users had formerly 
indicated they were unwanted."

You heard correctly! Even though you said you didn't want sales
emails from them, you're going to get them anyway! That sounds
very much like my definition of spam- unsolicited bulk 
commercial email. But wait. there's more. Quoth Yahoo!... 

"“We are notifying users proactively via e-mail of this change, 
after which they have 60 days after the date of the mailing to 
edit those marketing preferences, giving users plenty of time to
decide how they want Yahoo! to communicate with them.”

So what happens after the 60 days? Will you have NO right to 
decline spam? That would be brilliant! In an unruly scramble to
make more dollars, this is another instance of Yahoo! running
the risk of progressively destroying the goodwill of a brand name
they have spent years building. It would be ironic if after 
having built the brand on free services, it killed it by 
clumsily trying to make a larger profit.

Read more at http://www.msnbc.com/news/731517.asp?cp1=1

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You HAD Email!
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If you haven't read Paul Myer's 'TalkBiz' newsletter, then you're
missing out on some good, straight-shooting advice. This month,
Paul zeroes in on one of the banes of our modern Internet
existence- Spam. He enjoys spam about as much as you and I do, 
but delivers some timely warnings about the excesses of anti-
spammers. It's a must-read 'rant' that I commend to you. Read it
at http://www.talkbiz.com/assassin.html You'll be amazed at
what's going on, and how it can affect you.


Creating Vertical Rules and Lines 
---------------------------------

Horizontal rules or lines are a snap in HTML, as they are 
embedded in the language with the <HR> tag. No such tag exists 
for vertical lines, but it's pretty simple to create this effect 
on your pages.

We do this by building a .gif image we'll call "vertbar.gif" and
then placing that next to some text. You can build the image to 
width, say 2 pixels, and form the height as desired using the img
height attribute, like this:

<IMG SRC="vertbar.gif" width=2 height=n align="left">

Now type some text next to the image and you'll see that it flows
alongside the image.

Incidentally, did you know that the Horizontal Rule tag <HR> can 
take attributes of its own? They include:


Width: width in pixels 
Size: height in pixels 
Align: left, right or center 
Color: color in hex format

So, we could build a horizontal line, using attributes, like this:

<HR width=100 size=2 color="#000000" align="center"> 

-Source: Bravenet.com 


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Free Training Course of The Week: The 5-Day Netwriting Course
-------------------------------------------------------------

Copywriting for the Internet IS different. People have shorter
attention spans when looking at web pages, so the copywriter has
to adapt. While many just 'don't get' writing for the Internet,
Joe Robson certainly does! As co-Author of the classic 'Make 
Your Site Sell!' Joe has been responsible for one of the best 
examples of writing for the Internet that you can find. Here's
your chance to learn from a Master.

To learn more, visit out Free Training Courses page at http://www.webmarketingezine.com/freetrainingcourses.htm


E-Commerce Term Of The Week: Web Host
-------------------------------------

A Web host is in the business of providing server space, Web 
services and file maintenance for Web sites controlled by 
individuals or companies that do not have their own Web servers. 

Many ISPs, such as America Online, will allow subscribers a small
amount of server space to host a personal Web page. Other 
commercial ISPs will charge the user a fee depending on the 
complexity of the site being hosted. 

-Source: http://www.webopedia.com/TERM/W/Web_host.html

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4. A Touch of Humor
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Oxymorons: The Top 20
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I've always loved oxymorons. They demonstrate how funny our
language can be at times. Like puns, they also force us to look 
at word meanings in a new light. They can be cruel, but like 
all humor, they're only funny because there's a seed of truth 
in them. Until now, my favorite oxymoron was 'Military 
Intelligence'. Until now. Now OxymoronList.com has promoted a
well-known brand name to the #1 position on their list, and
mine. The new, and deserving Winner... Microsoft Works! Here's 
their complete Top 20... 

20. Government Organization
19. Alone Together
18. Personal Computer 
17. Silent Scream
16. Living Dead
15. Small Crowd
14. Taped Live
13. Plastic Glasses
12. Tight Slacks
11. Peace Force
10. Pretty Ugly
9. Military Intelligence
8. Working Vacation
7. Tax Return
6. Cooked Sushi
5. Dodge Ram
4. Work Party
3. Hard Water
2. Healthy Tan
1. Microsoft Works 

Now you've got a taste for oxymorons, check out the extensive 
list at http://www.oxymoronlist.com Love it!

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6. Free Training Courses
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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;
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7. Feature Article
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An Audience of One
------------------
by Larry Chase 

One big problem with today's marketing campaigns is that
most marketers think of the audience as a seething, heaving
blob of humanity, rather than one person at a time. Yeah,
yeah, yeah, there's "1:1 Marketing," to which we all pay
lip service. But how many copywriters think of an actual
individual when they sit down to write copy?


Old time radio host Arthur Godfrey actually pinned a
picture of a face to the microphone and talked to that
face during his broadcasts. No wonder listeners said it
felt like he was talking right to them.


This is what today's marketers have long since forgotten,
amidst all the statistical analysis, demographics,
geographics, psychographics, etc. This cacophony of data
produces so much of that advertising clap trap that spews
out the other end, which you and I get to watch, see, hear,
and surf right past, because it isn't talking to us. Those
ads are talking to abstractions, not people.


Do you talk to your TV or radio? I do. I'm usually poking
fun at the advertising pabulum pouring out at me.
It's insulting to be exposed to it. I think most ad units
as we understand them today will be gone in less than ten
years because they're just chattering to no one, not even
themselves.


In order for advertising to survive, it's going to have
to get a whole lot more straight with its audience. True
DM copywriters know their copy must be in dialog with the
reader, or else there are no results. I think brand and
retail ads will have to adopt the same principle if they
really want to pull more traffic through stores to buy
products.


Ad agencies used to spend lots of money pitching accounts
and then amortized those costs over the many years that
the account was with them. But now accounts hop around
like Mexican jumping beans, as do the people who populate
them.


Now it's true, there are audiences within audiences. So
you may want to pin up more than one face on your monitor
when writing copy for a given product. This is what I
call "addressable advertising," aimed at someone, not
at some thing. LC

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Larry Chase, Author of 'Essential Business Tactics for the Net' 
is also the Editor of the respected WDFM- 'Larry Chase's Web 
Digest For Marketers. Subscribe FREE to WDFM Now and get Larry's 
'Top Ten Tips for Starting an Email Newsletter. It's free too! 
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9. Administrivia
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This publication is for informational purposes only.


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