•"Are Spam Filters Crippling Ezines?"
"Are Spam Filters Crippling Ezines?" by Bob McElwainAwhole bunch of ezines you send to your subscribers are beingtrashed. Filtering software has been spreading like wildfirefrom ISP to ISP. The decisions these programs make are beyondyour control. The question is, "Are you out of business?"1049 words; 6.2K Autoresponder: mailto:spamfilters@sitetipsandtricks.com URL: For other articles mailto:morearts@sitetipsandtricks.com To be removed from this list, please just ask. Thanks for...
•"Telling People Anything Is Wasted Effort"
"Telling People Anything Is Wasted Effort" by Bob McElwain Avis said, "We're second. So we try harder." The firstsentence was indisputably true. They were second to Hertz inthe car rental business, and everybody knew it. This lentcredibility to the second sentence. When heard or read, these two sentences were "converted" inthe minds of potential car renters to, "Since they must tryharder, they'll make life easier for me." Then they rented fromAvis, rather than Hertz. Business boomed with...
•6 TIPS FOR BETTER WRITING
6 TIPS FOR BETTER WRITING by Bob McElwainWhen writing most anything, the objective is produce copythat is easy to read. This is particularly true on the Web,because chances are the majority of your visitors and newsletterreaders are in hurry-up mode. They'll pass on anything thatseems hard to read. Here are ways you can improve thereadability of your work.1) The simplest word available is the best choice. Mark Twain often got paid by the word. He once commented hepreferred city over...
•BUILD YOUR OWN DEMOGRAPHICS
BUILD YOUR OWN DEMOGRAPHICS by Bob McElwainChances are you do not get as much input from your visitorsand subscribers as you would like. When people write and saynice things, it makes you feel great, but it does not providegrand insights. Those who have bad thoughts usually justunsubscribe or leave your site for good. If you have clearlydefined a narrow niche, obtaining sufficient feedback is evenmore difficult, for much of what you receive will be off-target. Below are some ideas that help...
•CAN A SINGLE PRODUCT SITE MAKE IT?
CAN A SINGLE PRODUCT SITE MAKE IT? by Bob McElwainThe short answer is no. The difficulty in making this modelwork is that the cost of generating a sale must be subtracteddirectly from the net from the single sale. Given multipleproducts, this cost is distributed over a number of sales, andthus is less per sale. More important, an existing customer isyour best prospect for a subsequent sale. While there are exceptions, such as a successful affiliateprogram marketing say a private site, a...
•CUSTOMER PERSONALITY TYPES: DOES IT MATTER?
CUSTOMER PERSONALITY TYPES: DOES IT MATTER? by Bob McElwainMarketing types are fond of classifying people intocategories. Here are four which I took from "Differentiate OrDie," by Jack Trout with Steve Rivkin. (John Wiley & Sons, NewYork, 2000, p15.) Only the first few words of each are includedhere. > Intuitives ... use intuition. Concentrate on thepossibilities. They avoid the details and tend to look at thebig picture. > Thinkers ... analytical, precise, and logical. Theyprocess a lot of...
•DO NUMBERS HELP?
DO NUMBERS HELP? by Bob McElwainDemographics about the Web abound. You may find such datahelpful. In general, when I look at the research available, Iget a feeling it's incomplete. The Web is so vast, I don't thinkit's possible to find a small representative sample from whichsignificant results can be obtained that reflect the whole. Inthe end, what is reported with numbers may not matter to you, even though the source is impeccable.Numbers Don't Always Work For example, it has been reported...
•DO YOU MATTER TO YOUR SUBSCRIBERS?
DO YOU MATTER TO YOUR SUBSCRIBERS? by Bob McElwainThink back to the last really great novel or mystery yarnyou read. Back to one that really impressed you. One that sograbbed your attention, you are looking forward to the next bookby the same author. If you don't read much, think of a filmthat jolted you.How Much Impact Can A Great Story Have? While such experiences matter a great deal to those whoenjoy stories, they don't matter much in the longer schemeof things. How often do you think of...
•Do You Really Need All Those Scripts?
Do You Really Need All Those Scripts? by Bob McElwainI often use Internet Explorer (Ver 6.0) on my main system,with Win XP. However, as a consultant I prefer using Netscape(Ver 4.78) to visit client or potential client sites. Sincemany no longer check to see how a page looks in Netscape, I canoften point out some changes to help Netscape users better enjoythe site. As an aside, it's true that earlier versions of Netscape Ver6 would not run for many who tried them. However the currentversion,...
•ECOMMERCE: YOUR OPPORTUNITIES ARE UNLIMITED
ECOMMERCE: YOUR OPPORTUNITIES ARE UNLIMITED by Bob McElwainPeter Drucker believes ecommerce will be to the InformationRevolution what the railroads were to the Industrial Revolution.* To oversimplify, the Industrial Revolution was a time in whichtools were produced that replaced people in the manufacture ofgoods. In the first thirty years, all was devoted to producingknown products with machines. While there were drastic social changes with the massiveshift from rural to urban living, there...
•EMAIL FOULUPS
EMAIL FOULUPS by Bob McElwainSure, you know how to handle email. You're probably floodedwith the stuff and deal with it as effectively as you can. Butis this good enough? Maybe, but I sure get a lot of email that completely ignoreswell established rules. And even defies common sense. Here aremy pet peeves.Line Length: A line of 80 characters is about twice as hard to read asone of 65. My reader window is set to accommodate 65 characterlines. Send me 80, and 15 or more will wrap to a second...
•FEAR CAN DESTROY YOUR BUSINESS
FEAR CAN DESTROY YOUR BUSINESS by Bob McElwain Fear is funny stuff. On the one hand, it keeps us fromclimbing too high in the tree. And from walking too close tothe edge of the cliff. When fear cautions of such things, itpays to listen attentively. But on the other hand, fear can smother curiosity,creativity, and many other positive attributes essential to usall. While it is not commonly noted, fear is one reason manybalk at the mere thought of learning most anything. For some,this fear is...
•GREAT CONTENT AND FISH
GREAT CONTENT AND FISH by Bob McElwainMost have become convinced the basic ingredient of a greatsite is practical and useful content that potential visitors arelooking for. (Those not yet convinced, will not succeed untilthey embrace and implement this fundamental.) But at the word, "content," many roll their eyes upward indespair, for they feel their writing skills are not sufficient. While this may be true, there are ways to improve them. Foropeners, click Topics in the navigation bar on...
•HAVE YOU LOOKED AT A NEWSPAPER LATELY?
HAVE YOU LOOKED AT A NEWSPAPER LATELY? by Bob McElwainNo, I didn't ask if you had read a newspaper lately. I askedif you have looked at one. Closely. Have you examined one withcare? If you take a good look at the front page, here is whatyou will find.It's A Work Of Art The main headline can be read at a glance, even when locatedon a newsstand quite some distance away. It grabs attentionhard. It often draws you toward the rack, at least close enoughto read the subheadline. And, as often as...
•HOW WELL DO YOU KNOW YOUR PERFECT CUSTOMER?
HOW WELL DO YOU KNOW YOUR PERFECT CUSTOMER? by Bob McElwainYour Perfect Customer is real only in your mind. He or sheis the one individual most representative of your target. Theone to whom you always speak one-on-one in your newsletter andon your site. To bring this person to the forefront of your mind incrystal clarity, here are examples of the kinds of questions youneed to answer. And your answers need to be reevaluated now andthen, as your understanding of your customers grows.Male Or...
•IF YOU CAN'T WRITE, DON'T
IF YOU CAN'T WRITE, DON'T by Bob McElwainHere's a hard truth. If you can't write, don't try. Do theresearch. Provide every tiny detail. But hire a professionalto write your pages. This costs. But not as much as poorly written copy. Faceit. How long do you linger on a badly written site? It simplywon't work. Period. Hire the help you need or find anotherline of work.It's Not Fair Surfers become more demanding with each passing day. Theysimply won't tolerate errors on web pages. You can get by...
•INSTALLING NEW SOFTWARE IS RISKY
INSTALLING NEW SOFTWARE IS RISKY by Bob McElwainWhen you get a new computer, you'll want to install yourfavorite software and get everything running just the way youwant it to. Then you'll likely add some new stuff, possibly over a period of the next couple of months. Beyond this point,hesitate to add more. Here's why.Shared Library Files Many software firms use DLL (Dynamic Linked Libraries) indeveloping programs. They are kind of like a tool box from whichthe programmer chooses the one...
•IT TAKES A LOT OF HITS!
IT TAKES A LOT OF HITS! by Bob McElwainCommonly we hear that a one or two percent CR (ConversionRatio) is good. By this is meant that one or two visitors takethe desired action in accordance with the site purpose. Perhapsthey make a purchase, request further information, or download afile. Such numbers mean different things to different people. Manysites would be dismayed by a CR of less than ten percent. Stillothers, particularly those selling high ticket items, may bequite content with a...
•MOST ONLINE BUSINESSES DO NOT OFFER WHAT CONSUMERS DEMAND
MOST ONLINE BUSINESSES DO NOT OFFER WHAT CONSUMERS DEMAND by Bob McElwainThere's so much data about the Web floating about, it'sdifficult to make sense of it all. And even more difficult toplan based on the information you have. However, it does seemclear that B2B (Business to Business) transactions are up, andare likely to move up even more strongly. Reports indicate verylarge increases in capital spending by major companies to takefull advantage of savings to be had in buying on the Web....
•Never, Ever Release Any Of Your Rights To Anyone
Never, Ever Release Any Of Your Rights To Anyone by Bob McElwain One of the grandest scams on the Web, which goes largelyunnoticed, is for a web-based bookseller or publisher to requiresome rights to your work in exchange for the service to beprovided. Many demand the electronic rights, for example. Don't do it! Never, ever release any of your rights. Here's why.The Writer's Goal Winning the writing game means becoming an establishedauthor, one who sells a new book every year or two. One...
•SMART TAGS? WHO SAYS THEY'RE SMART?
SMART TAGS? WHO SAYS THEY'RE SMART? by Bob McElwainMicrosoft has said a lot about Smart Tags. And it isMicrosoft who claims this is a "smart" idea. I'm not a fan of Microsoft products. Still, there are realbenefits to all software developers and PC users in theuniformity from system to system that Windows provides. But ifMicrosoft makes this move, it's a step too far. Here's whatSmart Tags will do. > Advertisers will agree to pay a fixed amount for a click on a keyword. As at GoTo.Com,...
•TAKING CHARGE OF ATTITUDES
TAKING CHARGE OF ATTITUDES by Bob McElwainA top type sales person can subtract themself from the scenewhile approaching a potential customer, smile, offer a hand, andin this, begin the selling task. Their preferences, views,attitudes, values, even their ego, are safely tucked out of theway. Nothing is allowed to interfere with the task ofunderstanding the customer and fulfilling their needs. Most small business people find it difficult to manage thiswell. In a shop, a smile and an offered...
•THREE "STOP" WORDS THAT PREVENT ONLINE SUCCESS
THREE "STOP" WORDS THAT PREVENT ONLINE SUCCESS by Bob McElwainMany new to the Web dream of building a successful onlinebusiness. It's not uncommon to find these newcomers putting upcash for a "business opportunity" that "sounds" good. They mayeven try a couple more before coming to realize these programsearn money only for those they bought from. Next, they may buy into a package containing a strategy forgrowing a particular online business. And some such programs doprovide what is needed....
•WHAT IS THE RIGHT VOICE FOR YOU?
WHAT IS THE RIGHT VOICE FOR YOU? by Bob McElwainThere has been a major change in the American socialstructure. For the first time, many older citizens havesignificant discretionary income. Among younger people withchildren, the mode now is both parents working. Many coupleshave very little discretionary income.Different Folks Need Different Strokes You simply can not talk the same way to Xers and SeniorCitizens. It won't work because the value structures differbetween these groups. And so do...
•WHAT'S THE BEST PRODUCT TO SELL?
WHAT'S THE BEST PRODUCT TO SELL? by Bob McElwainThis is a question I'm asked repeatedly. Others related to it include ... "I saw this neat whatever. Do you think I can make moneyselling it?" "I like the idea of multiple income streams. How do I dothis?" "I haven't much time. What's the easiest way to start?" "If I read this book and follow the plan in it, will I dookay?" You can't make significant bucks selling "whatever" without asite that works. The same is true of building multiple...
•WHO ARE YOUR VISITORS, REALLY?
WHO ARE YOUR VISITORS, REALLY? by Bob McElwainMarketers and others are fond of categorizing people intosubsets of the general population. If you know the type ofperson your potential customer is, you have a better notion ofhow to make your sales presentation. In theory, if your target is an engineer type, you provideall possible information about how your gizmo works. He or shewill decide whether or not it will work well. And if yourtarget is the impulsive type, load your copy with words...
•YOU AND AMAZON.COM
YOU AND AMAZON.COM by Bob McElwainAmazon.Com has blown it big time. Barns & Noble now has agreat chance to run them out of the game. Amazon had books locked. Committing major bucks, theysuccessfully branded the name. Most who think of the Web andbooks at the same time, now think of Amazon. It's difficult toidentify a Web based business as successful in branding as Amazonhas been. Heck, at first I had trouble spelling the name. But Ilearned. And I don't even have the site bookmarked....
•YOU CAN LEARN TO WRITE
YOU CAN LEARN TO WRITE by Bob McElwainWhile on the phone with a fellow a while back, he mentionedhe wanted to start a business on the Web. When I asked what heplanned to do, he had a couple of good answers. But he qualifiedall by saying his writing skills were not sufficient. I hear this often. And it saddens me some way. This fellowhad demonstrated strong verbal skills. And that he is bright,with solid values and attitudes in place. When I suggested heneed only write as he was speaking to...
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