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Web Marketing Ezine

June 12th., 2002                    Issue #194                      ISSN 1444-2027



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

Tracking: Follow That Link! 
What The Heck Is That File Extension?
Lies, Damned Lies, Statistics and Common Sense
New Articles Added To WME Website
- Free Training Course of The Week: Sales and Selling
- E-Commerce Term Of The Week: CRM 

4. A Touch of Humor:  You'll Have To Go

5. Classified Ads
6. Free Training Courses
7. Feature Article: 
Review: Google Toolbar
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 

1. Sponsor's Message




Master the Big 3 of Product, Site-selling, and Traffic-building, and there's simply no way to fail.

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!



2. First Word



Hi All!


Thanks to all the WME readers who responded to our question of which format you would like WME delivered in. The answer, to 2 decimal places, was "all of the above"! Every possibility had a champion, every possibility had an enemy. We'll get back to you!


We've added three great new articles this week, and another free training course, this time on Sales and Selling. We hope you enjoy these, and the rest of this issue.


Thought For the Week: "If at first you don't succeed, destroy all evidence that you tried."  ;o) 

Till next week, have a good one!





3. Tips, Tools, News and View




Tracking: Follow That Link! 


The more active you get in sales and promotion, the more important it is to be able to track your results. How many people went to the download page? How many visitors did you send to that website? How many visitors did they send to you? Which ad. pulled the best? How many people read your article? How well does the same ad pull when it's run in different positions in your ezine?


If you're serious about marketing, you'll want to know the answer to these, and many other related questions. All you need is a good way of tracking them. You'll notice that we are using them more and more in WME. They help tell us what our readers enjoy most, and that's important to us. So, which method of tracking did WME chose?


We basically looked at two approaches. Firstly, we looked at hosted services, where the links are hosted on the service provider's site. You pay a small fee each month. Of this approach, Roibot is perhaps the best. But that's not the way we chose to go. Why?


Well, one of the problems with a hosted service, is that the links are to their site, not yours. You're locked in, and when you stop using the service, the links die. All those links you've spread across cyberspace for years, are dead! So, instead, we took the path of choosing a pay-once and own-it-forever product that created links to our site. 


Imagine this situation. You've been an affiliate for a web hosting company for 3 years. You've got thousands of ads spread across cyberspace, and EternalHosting.com go belly up. All the ads carry your affiliate link to http://eternalhosting.com?1456, and now they're not worth a cracker! If you could go back and do it all over again, here would be a smart play...Buy a tracking program. Use it to produce the link that you use in the ads. It might be http://brightideas.com/cgi-bin/a/t.cgi?eh People clicking on the link are taken to your site, where the program redirects them to EternalHosting. When EternalHosting goes to meet its maker, you just change where the link points to. To your new webhosting affiliate link at http://www.HeavenlyHost.com, of course! Same link; different destination; continuing value. It makes sense!


And the program we chose (and, surprise!, whose affiliate program we joined)? It was no contest. AdTrackz came out tops in our comparison, and it's the one we use ourselves. You can learn about this powerful marketing tool for yourself, by following this AdTrackZ link! http://www.webmarketingezine.com/cgi-bin/a/t.cgi?atz This link takes you to the AdTrackZ site. If in the future, AdtrackZ fell off their perch, I could choose another worthy tracking program, and simply change the destination of that link. It could then send the traffic direct to the new site, or even to a page on my website that explained what was happening. It's a powerful concept, and AdTrackZ is a powerful tool.

(Disclosure: We are a member of the AdTrackZ Affiliate Program.)


What The Heck Is That File Extension?


For those who've led a sheltered life, file extensions are those one, two or three letter descriptors that follow the name of a file. Examples would be lifestory.doc , or bill_smith.jpg. In these cases the .doc tells us that the first document is a Microsoft Word document, and .jpg that it is a jpeg graphic file in the second.


The list of different file extensions is huge, and you'll often come across a strange file extension on the web, attached to an email, or amongst your computer's files. If you'd like to know what they are, do I have a site for you! 


FilExt.com has to be the best place on the Web to find out about file extensions. I wouldn't try to count how many there are, but there are 51 on the 'Z' page alone! They start at with .a and finish with .zzt with a lot in between. This is a site you'll want to bookmark, and you'll find it at http://www.filext.com



WME Supported By...

Being lucky is a skill, just like any other skill. As you learn it and you practice it, you get better. You get luckier. How do I know? Because I learned it myself - beginning from absolute zero. 

My name is Charles Burke, , and I wrote the book on luck - literally. With Command More Luck, you can start calling the shots. Take charge of your luck, your success, your love-life... Act Now! 



Lies, Damned Lies, Statistics and Common Sense


One of my regular reads is eMarketerDaily. It runs lots of good stories, and useful stats on the eBusiness field. Useful, that is, if you're prepared to think about what's being presented. Case in point...


This week, they ran an item entitled "Better Website, Better Chance of Selling Cars". My first response? "Well,...Duh!" You WOULD expect that, wouldn't you? 


The item starts, " Vividence Corporation surveyed 400 US consumers in March 2002 to find that among those who had begun shopping for a car, 94% went online and 82% visited the website of a specific automaker." Just a moment! 94% of "consumers" who began shopping for a car went online? I don't think so. I'm sure they meant to say that it was a survey of ONLINE consumers.


Given that, the statistics that were helpful, showed how the consumers' reactions varies depending on the type of online experience they had. Results of the survey showed that if the consumer had a high quality online experience at an automaker's site, 41% were likely to buy that brand. If the consumer had a poor quality experience, the percentage of those likely to buy that brand drops to 25%.


Given that the automakers are well-recognised brands, and that the consumers probably looked at brands they already knew and preferred, the survey results emphasise even more the importance of a good customer experience at your website.


New Articles Added To WME Website


The following articles have been added to the site this week...


Improve Your Search Engine Rankings by Improving Your Link Popularity by Michael Wong


12-Step Foolproof Sales Letter Template by David Frey.


Increase Your Click-Throughs With Killer Title Tags by Robyn Nobles


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: Sales and Selling


Selling can be as complicated, or as simple as you want to make it. You can write volumes about it, or reduce it to its fundamentals. Stewart Hutton, founder of Practicalsales.com has done just that. His 5-part Sales Training Course reveals the 5 Key Selling Skills can make Your Customers HAPPY to Buy from YOU! 

To take this, and other free training courses, visit



E-Commerce Term of the Week: CRM (Customer Relationship Management)

a.k.a. customer intelligence -or- e-business relationship management -or- e-CRM -or- personalization

A business discipline designed to identify, attract, and retain a company's most valuable customers. It describes improved and increased communication between a company and its customers. First espoused in the 1960's by management gurus Peter Drucker and Theodore Levitt, CRM is intended to provide a unified, company-wide view of the customer and to cultivate high-quality relationships that increase loyalty and profits. Basically, the idea is not to let an interaction with a customer escape a firm's centralized database. The focus is on learning more about customers and using that knowledge to refine every interaction with them. 

Effective CRM requires an integrated sales, marketing, and service strategy, supported by CRM software that provides profiles and histories of each interaction the company has with each customer. When managers cull this data, it helps them evaluate their progress. A comprehensive CRM strategy can anticipate needs; tailor messages, products, and services; create value; anticipate problems; and improve the customer's overall experience in dealing with the company. Welcome to 21st century business!

-Source: NetLingo- The Internet Dictionary http://www.netlingo.com 
The NetLingo Dictionary book is 528-pages of over 2500 terms. Learn more...

4. A Touch of Humor


You'll Have To Go
Productivity and Unemployment Both Going Up, So... 

Washington, D.C. (SatireWire.com) � With the latest reports showing U.S. business productivity growing at its strongest pace in 19 years, while the number of Americans filing for unemployment has also surged to its highest level in 19 years, economists today concluded that everyone should be fired. 

"The numbers clearly show businesses have been getting more and more out of fewer and fewer employees," said Harvard economist Neil Fischer. "So it doesn't take a genius to determine that employees are a drag on productivity, and that were the economy to reach total unemployment, it would therefore reach total productivity." 

Critics immediately assailed the theory, pointing out that a similar tactic by AT&T failed when the company cut 120 percent of its workforce to save more money than it earns, and subsequently ceased to exist. However, Stanford economist Rachel Horwith said the productivity postulate was different, and has already been proven in the market. 

"Just look at Enron," she said. "Some of their best-producing units, at least on paper, had no one in them working in them at all." 

Virginia-based efficiency consultant Harvey Watts, however, accused economists of twisting the facts. 

"It's absurd to say that no employees would create more, because there would be no one left to create anything," said Watts. "No, the truth is, we want to decrease productivity. The more people we have producing less, the more people we'll need to produce what we need. So as soon as production stops, boom, you have full employment." 

Watts conceded he frequently consults for the French government. 

Meanwhile, Federal Reserve Board Chairman Alan Greenspan argued both interpretations could lead to disaster. "If people don't have jobs, they can't buy what's produced, and vice versa," he said. "So the bottom line is, if no one really wants what you're producing, then there's no point in making it." 

In response, ABC cancelled its entire fall lineup. 

- Copyright � 2002, SatireWire

5. Classified Ads

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Web Marketing", at just $20 for four insertions. Just go to

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Read about your business's future at: 

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Serious about writing that book? Look at this site!

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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;

With 20 courses to choose from, you're sure to find something!


7. Feature Article


Review: Google Toolbar

by Michael Wong

Did you know Google offers a free tool that can help you with your search engine optimization efforts?

The Google Toolbar, as it is known, can be downloaded free at the Google Web site. Once installed, it automatically appears at the top of the Internet Explorer browser.

The Google Toolbar offers the following features:

* Google Search - Search Google without having to visit the Google Web site.

* Search Site - Search Google for the pages of the site you're at.

* Word Find - Scroll through the page highlighting the keywords you entered.

* PageRank - Google's own method of ranking a Web page.

* Highlight - Highlight all the keywords you entered, as they appear on the page, with each keyword in its own color.

* Page Info - Access more information about a page including similar pages, pages that link back to that page, as well as a cached snapshot.

To see what the Google Toolbar looks like, click:


What I find particularly useful are the PageRank, Highlight, and
the pages that link to the page features (Backward Links).


So what is PageRank?

PageRank uses the Web's vast link structure as an indicator of a page's value. Basically, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important." 

So how can you make use of Google's PageRank indicator?

Since the PageRank is an indication of the importance of the Web page, it makes sense to get links from pages that have a high PageRank value.

So, when looking for sites to submit to, advertise in, or exchange links with, look at the PageRank indicator to see how Google ranks the page.

A page considered "pretty important" by Google will have a PageRank of between 6 and 8, or even higher. Most homepages have a PageRank of between 3 and 5. Few Web sites have a PageRank of 9 or higher.


Keyword density is an important factor in determining the relevancy of a page. The Highlight tool will give you a visual map of the page by highlighting every occurrence of the keywords on the page.


Select the Backward Links option under the Page Info menu and Google will find all the pages that link to the page in its index.

This is useful information if you're searching for link exchange partners, or affiliates for your affiliate program.

I highly recommend that you download and use the Google Toolbar. It's quick and easy to download and install. If you don't like it, you may uninstall it at anytime. It's available in dozens of languages. It's also completely free of charge. So what are you waiting for?!

- Quick to download and install
- Simple to use
- Useful tools
- Free of charge

- None that I can think of!

Price: FREE!

System Requirements: Microsoft Windows 95/98/ME/NT/2000/XP and Internet Explorer version 5 or later


To download the Google Toolbar, click: http://toolbar.google.com


Written by Michael Wong (C) Copyright 2002. Michael is a search engine optimization specialist and author of "Search Engine Optimization Strategies: Top 30 Search Engine Optimization & Submission Strategies For Dummies." Michael's ebook reveals the techniques he used to obtain 2,000 top 30 rankings on a single site. For more information visit http://www.SearchEngineOptimizationStrategies.com

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

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:[email protected]


9. Administrivia


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Please go to: http://www.webmarketingezine.com/advertise.shtml 

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 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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