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Marketing Articles by Bill Daugherty
16 Articles.

Bill Daugherty is editor and publisher of the 
marketing and free advertising ezine "E-Power 
Marketing." 

Visit his free ad site at: 
http://www.adsgalore.bizland.com

Visit Bill"s latest project at:
http://powerpromotion.net/website/07030/ 

To contact Bill mailto:bill@epower.zzn.com



---------------------------------------------------

Does Your Web Site Need A Tune Up?
By Bill Daugherty

Your web site may contain flaws or glitches
that are driving your visitors away! Such a
thought is enough to give the most laid back
webmaster a migraine. How can you uncover
and fix any problem areas that may be lurking 
in the dark recesses of your site? Relax gentle 
readers, there is a simple answer.

All you have to do is follow a few basic 
guidelines that all web sites should adhere
to and you can be assured that your site is 
in tip-top shape. It's not unlike giving your 
automobile a little tuneup.


1 - Slow Loading Pages

Nothing drives a visitor away faster than 
having to wait around for a web page to
load. Most experts will tell you that 8 seconds
is the maximum load time for your pages, and
anything slower needs some attention. But,
this doesn't take into account the visitor's
modem speed. Here are the results from
a load time check I had conducted recently
on the first page of one of my sites.

   --------------------------------

This diagnostic checks how fast your page 
loads up under 6 common modem speeds. 

   
Connect Rate Connect Time 
--------------     --------------- 
14.4K    10.12 seconds 
28.8K    6.05 seconds 
33.6K    5.34 seconds 
56K    4.41 seconds 
ISDN 128K   2.04 seconds 
T1 1.44Mpbs  1.00 seconds 

LOAD TIME CHECK.......................EXCELLENT 
   -------------------------------

I have included these results so you can
see the difference in load time for various
modem speeds and use it as a guide 
instead of the 8 second benchmark you
are often given. Please note that the page 
tested has very few graphics. A page with
more graphics will load slower, but may 
still load in an acceptable time.
 
Slow load time is usually caused by either 
too many graphics or by graphics that are 
too "fat." You can have those "fat" graphics 
optimized by an experienced HTML 
programmer. If your problem is too many 
graphics, you need to eliminate a few.

2 - Typos and Spelling

Typos and misspelled words can severely
undermine an otherwise great site. Check
and recheck every page for these errors.


3 - Navigation

Broken or missing links are all too common 
on many sites I visit. So, double-check all 
your links and make sure they are functioning 
properly. Those 404 messages are a big-time 
turnoff, plus it means part of your site is 
inaccessible. 

If you have a lot of links on a page, arrange
them in neat rows with uniform spacing 
between each. 

It is critical to have all links clearly identified.

4 - Design

Your color choices are a matter of personal
taste. But try to avoid using too many colors.
This can give your site a carnival-like effect
that leaves your visitors tired and dizzy. As
a general rule you shouldn't use more than
four colors.

Too many different fonts on a page can also
have a negative effect on your design. When
I look at a page that somehow just doesn't
look quite right, but I can't put my finger on
the problem, it usually turns out to be the
font(s). 

Animation is great, but too much movement
is distracting.
     
Don't load your pages with too many banners. 
One or two at the top or bottom should be the 
limit.

This concludes your web site's tune up.
These guidelines are by no means an
exhaustive list of all the problems and 
errors that can plague a web site. But, 
it is an effective checklist of the more 
common flaws, and it will serve to greatly
improve the performance of any web site.
--------------------------------------------------------------

Bill Daugherty is editor and publisher of the 
marketing and free advertising ezine "E-Power 
Marketing." Visit his free ad site at: 
http://www.adsgalore.bizland.com

Visit Bill"s latest project at:
http://powerpromotion.net/website/07030/ 

To contact Bill mailto:bill@epower.zzn.com
--------------------------------------------------




-------------------------------------------------

How To Install Pop Up Windows 
by Bill Daugherty

This is a marketing device that will blow 
your socks off! Its click through rate will
beat all of your banners, buttons and text 
links put together and then some. It's called 
a pop up window and it is super easy to install.

Pop up windows are those little (sometimes
not so little) windows that suddenly pop open
when you are either entering or leaving a site.

They are extremely powerful marketing devices
because they cannot be ignored. Your visitor
must take some action when that window pops
opens. Even if their first reaction is a move to 
close the window, you have captured their 
attention for a second or two. If your message 
is strong enough, that second or two is all it 
takes to get a click through.

Like to put one on your site? No problem.
Installing a pop up window is an easy task
even for the HTML challenged. Just follow
this simple two step process.

First - you need to place the message you want
to appear in the pop up window on a page of
your web site. Make sure this message is the
only content on that page.

Second - copy and paste the following code in 
between the <body> and </body> tags in the
code of the page you want the window to pop
open from. 

-start of code-
<script language="JavaScript" for="window" 
event="onload()">window.open
("http://www.yourwebpage.com", "myannouncer", 
"scrollbars=yes,resizable=yes,height=230,width=380") 
</script> 
-end of code-

Be sure to replace the "yourwebpage.com" part
with the address of the page you want to appear
in the pop up window.

You can change the size of the pop up by 
changing the height and width attributes.
You may have to play around with this a 
little before you get it exactly right.

The above code will cause the pop up to open
when a visitor enters your site. You can change
it to open when they leave your site by changing
the "onload()" to "unload()" in the "event=" 
attribute.

Wasn't that easy? You have just added a very
powerful marketing tool to your site. 

The uses of a pop up window are limited only
by your imagination and marketing aptitude.
They are commonly used for:

- Announcing special promotions

- Signing up subscribers to your ezine

- Promoting your opt in mailing list 

- Promoting your other sites

What ever you end up using your pop up for,
it will be a strong addition to your marketing
arsenal.
__________________________________

About The Arthur: Bill Daugherty is the
editor of the acclaimed marketing ezine
"E-Power Marketing." Subscribe free at:
http://www.adsgalore.bizland.com

See Bill's latest project at:
http://www.instantez.com

To contact Bill mailto:epower@www.com
__________________________________



----------------------------------------------

The Art Of Writing Powerful Classified Ads
By Bill Daugherty

One powerful little classified ad can make you
a fortune! It will sell your product or service
for months, even years, to come in any 
advertising venue you choose. On the other 
hand, a weak ad won't produce enough income
to justify the time it takes you to write and 
submit the poor little thing.

Writing great ad copy may be an art form, but
it's an art that can be easily learned with a
little guidance and a little practice.

So stop wasting your time writing useless
weak ads. You can write powerful ad copy 
every time if you will follow three simple rules.

Rule #1
The headline of your ad must catch the 
reader's attention instantly. Surfers scan
ads at near the speed of light and your ad 
is competing with a lot of other ads and 
information for their attention. The headline
of your ad must bring that surfer to a
screeching halt.

Rule #2
The body of your ad must not only hold
the reader's attention, it should get the
reader excited about your product or
service. You want your visitors eager
and ready buy your product or service
before they reach your site.

Rule #3
The ad must target potential customers for 
your product or service. What's called a
blind ad may draw a lot of visitors to your
site, but few will buy, and we are looking
for buyers, not "tire kickers." Right?

To illustrate just how strong an ad can be
when these three rules are followed, I am
going to show you two ads written for the 
same product. Let's say I have just gotten 
the resell rights to a new Ebook about 
how to write great classified ads.

This first ad will demonstrate a weak ad for 
this product and doesn't follow the three
rules for writing powerful ads. 

Learn To Write Better Classified Ads!

Great new Ebook "How To Write Ads
That Sell," by John Doe. John is one of
the leading authorities on online advertising
today and he can help you write like a pro!
Goto:(myURL)

This ad does satisfy the third rule by
targeting potential customers for our product,
but it fails miserable in all other aspects.
That headline isn't going to grab anybody's
attention. And the body of the ad is not
only boring, it is trying to sell the steak
instead of selling the sizzle. People are 
not interested in your product or service 
per se, they are only interested in what the 
product or service will do for them. How will
they benefit from using your product or service
That's the key to writing powerful ads. You
must sell the sizzle, not the steak.

Now let's look at an ad for that same Ebook
that does follow our three rules.

Powerful Ads That Will Make You Rich!

You are only minutes away from creating
powerful cash generating ads that will make
your hit counter explode and your sales
skyrocket - I Guarantee It !
Goto:(myURL)

This is a much better ad. It follows all
three of our rules. It has an attention
grabbing headline. The body of the ad 
talks not about the product, but the end
result of using the product. And our
entire ad targets potential customers
for our product. See the difference?


It's just as easy to write a powerful ad as 
it is to write a weak one when you know
and follow these three simple little rules. 
And remember, you will improve as you
write more and more ads.

I wish you all the best in your classified
advertising campaigns.
--------------------------------------------------

Bill Daugherty is the editor and publisher of the 
marketing and free advertising ezine "E-Power 
Marketing." Subscribe free at:
http://www.instantez.com/ezine.html

Visit Bill"s latest project at:
http://www.instantez.com

To contact Bill mailto:bill@epower.zzn.com
--------------------------------------------------



Those Search Engine Blues
by Bill Daugherty

A Webmaster's life isn't easy. Everyday seems
to bring a new challenge, a new problem to solve
or some struggle that makes you want to pull
your hair out. But, nothing can be as frustrating
as trying to get a decent ranking on one of the
major search engines. Those search engine 
blues can be hard to shake.

You submit your site, then wait weeks for the 
search engine "gods" to render their decision.
More likely than not, their decision is to either 
not list your site at all or to give it a ranking so
low that a surfer needs deep diving equipment
to find you. It's enough to sent you running for
a giant size bottle of Prozac. 

Your first reaction will probably be to throw your
hands up and say the heck with those search 
engines, who needs them? 

Don't make this mistake. We all need our sites
listed on search engines. More visitors can be 
gained through search engines than all other 
marketing venues put together. Nobody can 
ignore this vast source of potential customers. 

So what can a poor beleaguered Webmaster do? 

Most of us turn to the search engine gurus at
this point. We follow their advice on how to make 
our web sites search engine ready. We insert
META tags into our site code. We struggle to
add just the right description and keywords so
the major engines will find us worthy of a high
listing. When all the i's have been dotted and
all the t's crossed, we submit again and wait.

Five or six weeks later we discover that once
again, the "big boys" have found our site lacking
in some way or another. It's back to the drawing
board. We read somewhere - to get approved
for a decent listing we need to build some
"gateway pages." This only takes a few days to
a few weeks to figure out and accomplish, but then, 
at last it's done and we submit once again.

And once again, five or six weeks later, we
find that we still can't be found on any of the
major engines we have submitted and resubmitted
to and we feel totally defeated. Now what?

You have three options at that point. 

Number one - You can keep on trying. Who knows, 
maybe eventually you will get it right. Stranger
things have been known to happen.

Number two - You can hire a search engine
specialist. They do exist and I have heard 
that some of them are very, very good. These
high priest of the search engine world can get 
you a nice high ranking and keep you there. 
I have also heard that their fees are very, very
high. Of course, it may be worth the money.

Number three - You can turn to the pay-per-click
type of search engine.

The frustration of trying to get a decent ranking
on the traditional engines has given rise to a
new breed called the pay-per-click. It only takes
a few minutes to get listed on these guys. You
open an account, make a deposit of from $10
to $25.00 ($50.00 is now the required amount on
GoTo.com) and then you list your keywords.

Your ranking under each keyword is determined
by how much you are willing to bid on each 
listing (bids can be as low as 1 cent on most
of these sites, 5 cents on GoTo.com). 

The great part is you only pay for results. Plus, 
all of the pay-per-clicks I have seen, have a 
members area where you can log in and check 
on the amount of traffic each keyword is delivering 
to your site. If any of your keywords are not 
producing, just change it to what you think will
be a better choice.

As you can see the pay-per-clicks do cost a
little money, but it is money spent on results,
not on speculation. Here are the URLs of a
few you should check out if you are thinking
about exploring this avenue.

http://www.GoTo.com
http://PowerSearchExpress.com
http://www.SearchFeed.com
http://SearchHound.com

Regardless of what you decide to do about your
quest for a high listing on search engines and to
rid your life of those search engine blues, don't 
ignore them. They are too important to keep out 
of your marketing mix. If your decision is to keep 
on banging your head against the "big boys," God 
love you, I admire tenacity. I just don't have the 
time for it. But, let me know how you do.

___________________________________

Bill Daugherty is the editor of the Web marketing
ezine, "E-Power Marketing." You can subscribe at:
http://www.freeadsgalore.com

Visit Bill's latest project at:
http://www.instantez.com

Contact Bill at: mailto:epower@www.com




Dear Mr. D
by Bill Daugherty


Dear Mr. D,

My partner and I have a website that puts 
together all kinds of tours of Mexico for 
people. I think we have great products 
at great prices. We have a great website 
that cost us a lot of money to have designed. 
There's just one problem, we are getting 
very little traffic. So, I'm sure you can guess 
that we aren't making any money.

It is our understanding that search engines
can bring a lot of traffic to a site, but that
hasn't been our experience. We have listed
our site with several of the pay-per-click
engines and we have a top listing with all
of them with the key phrase "Mexico Vacation 
Tours." But we are only getting a few hits
a week. We don't know what's wrong.


Signed,

Defeated

--------------------------------------

Dear Defeated,

I am surprised you are getting any hits at
all. Your key phrase is too narrow for most
surfers to find. 

You need to list your site under the keywords:
travel, tours, vacations, Mexico, Mexico 
vacations, Mexico City, Mexico City vacations
and several other keywords and phrases along 
those lines. I wager you can come up with forty 
or fifty good listings for your site, if you put your 
mind to it. Just be sure each keyword or phrase 
is relevant to your site.

When you list a site with any search engine,
the key (no pun intended) is to come up with
as many words and phrases that a searcher
would possible use to find a product or service
like yours. The more keywords you are listed
under, the more traffic you will draw.

Now, go back to those pay-per-clicks and add
as many new keywords and phrases as you
and your partner can come up with and I can
assure you that your hit counter will jump
overnight.

Best wishes,

Mr. D

--------------------------------------------------------------

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com
Mr. D and his staff review all questions but, 
we can't guarantee yours will be published
--------------------------------------------------------------
You can visit Mr. D's website at:
http://www.freeadsgalore.com

See his latest project at:
http://www.instantez.com
--------------------------------------------------------------



Dear Mr. D
by Bill Daugherty


Dear Mr. D,

My partner and I have a website that puts 
together all kinds of tours of Mexico for 
people. I think we have great products 
at great prices. We have a great website 
that cost us a lot of money to have designed. 
There's just one problem, we are getting 
very little traffic. So, I'm sure you can guess 
that we aren't making any money.

It is our understanding that search engines
can bring a lot of traffic to a site, but that
hasn't been our experience. We have listed
our site with several of the pay-per-click
engines and we have a top listing with all
of them with the key phrase "Mexico Vacation 
Tours." But we are only getting a few hits
a week. We don't know what's wrong.


Signed,

Defeated

--------------------------------------

Dear Defeated,

I am surprised you are getting any hits at
all. Your key phrase is too narrow for most
surfers to find. 

You need to list your site under the keywords:
travel, tours, vacations, Mexico, Mexico 
vacations, Mexico City, Mexico City vacations
and several other keywords and phrases along 
those lines. I wager you can come up with forty 
or fifty good listings for your site, if you put your 
mind to it. Just be sure each keyword or phrase 
is relevant to your site.

When you list a site with any search engine,
the key (no pun intended) is to come up with
as many words and phrases that a searcher
would possible use to find a product or service
like yours. The more keywords you are listed
under, the more traffic you will draw.

Now, go back to those pay-per-clicks and add
as many new keywords and phrases as you
and your partner can come up with and I can
assure you that your hit counter will jump
overnight.

Best wishes,

Mr. D

--------------------------------------------------------------

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com
Mr. D and his staff review all questions but, 
we can't guarantee yours will be published
--------------------------------------------------------------
You can visit Mr. D's website at:
http://www.freeadsgalore.com

See his latest project at:
http://www.instantez.com
--------------------------------------------------------------


Dear Mr. D
by Bill Daugherty

Dear Mr. D,

I have owned my own business for 8
years, but I am new to this Internet stuff.

My question is about all these free ad
offers I see everywhere on the Net. Are
they for real and if so, what's the catch?

I know nobody gives away something
for free unless there's something in it
for them. Just what does the people
who offer these free ads get out of it?

Signed,

Suspicious

-------------------------------------- 

Dear Suspicious,

Those free ad offers you keep seeing
are for real.

Offering free advertising is a powerful
way to draw a lot of traffic to a site. After
the traffic reaches the site, there are
several ways the site owner can benefit.

1. The site may contain several links and
 banners that offer products or services
 the site owner is selling.

2. The free advertising product may offer
 an upgrade to a pay version. Most visitors
 will only use the free version, but some
 of them will be willing to pay for the more
 powerful service.

3. In most cases, the free advertiser must 
 agree to receive an email confirmation
 from the site owner. This email will of
 course contain one or more ads for the
 products or services the free advertising
 site owner has for sale.

These three methods of using free advertising
to make money is by no means exhaustive, but
I think you get the idea.

Best wishes,

Mr. D

-------------------------------------

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com
Mr. D and his staff review all questions but, 
we can't guarantee yours will be published
--------------------------------------
You can visit Mr. D's website at:
http://www.freeadsgalore.com

See his latest project at:
http://www.instantez.com
--------------------------------------


Ask Mr. D
by Bill Daugherty

Dear Mr. D

I have heard that to make it on the Internet, 
a business must have a high ranking on the
search engines. I have submitted my
site to several of the top ones, but I never
get a high ranking. In fact I don't even think
I get ranked at all on most of them.

What can I do?

Signed,

frustrated

_________________

Dear Frustrated,

I know how frustrating it can be trying to get a
decent ranking with any of the major engines.

You submit your site, then wait weeks for the 
search engine "gods" to render their decision.
More likely than not, their decision is to either 
not list your site at all or to give it a ranking so
low that a surfer needs deep diving equipment
to find you. It's enough to sent you running for
a giant size bottle of Prozac. 

Your first reaction will probably be to throw your
hands up and say the heck with those search 
engines, who needs them? 

Don't make this mistake. We all need our sites
listed on search engines. More visitors can be 
gained through search engines than all other 
marketing venues put together. Nobody can 
ignore this vast source of potential customers. 

So what can a poor beleaguered Webmaster do? 

Most of us turn to the search engine gurus at
this point. We follow their advice on how to make 
our web sites search engine ready. We insert
META tags into our site code. We struggle to
add just the right description and keywords so
the major engines will find us worthy of a high
listing. When all the i's have been dotted and
all the t's crossed, we submit again and wait.

Five or six weeks later we discover that once
again, the "big boys" have found our site lacking
in some way or another. It's back to the drawing
board. We read somewhere - to get approved
for a decent listing we need to build some
"gateway pages." This only takes a few days to
a few weeks to figure out and accomplish, but then, 
at last it's done and we submit once again.

And once again, five or six weeks later, we
find that we still can't be found on any of the
major engines we have submitted and resubmitted
to and we feel totally defeated. Now what?

You have three options at that point. 

Number one - You can keep on trying. Who knows, 
maybe eventually you will get it right. Stranger
things have been known to happen.

Number two - You can hire a search engine
specialist. They do exist and I have heard 
that some of them are very, very good. These
high priest of the search engine world can get 
you a nice high ranking and keep you there. 
I have also heard that their fees are very, very
high. Of course, it may be worth the money.

Number three - You can turn to the pay-per-click
type of search engine.

The frustration of trying to get a decent ranking
on the traditional engines has given rise to a
new breed called the pay-per-click. It only takes
a few minutes to get listed on these guys. You
open an account, make a deposit of from $10
to $25.00 ($50.00 is now the required amount on
GoTo.com) and then you list your keywords.

Your ranking under each keyword is determined
by how much you are willing to bid on each 
listing (bids can be as low as 1 cent on most
of these sites, 5 cents on GoTo.com). 

The great part is you only pay for results. Plus, 
all of the pay-per-clicks I have seen, have a 
members area where you can log in and check 
on the amount of traffic each keyword is delivering 
to your site. If any of your keywords are not 
producing, just change it to what you think will
be a better choice.

As you can see the pay-per-clicks do cost a
little money, but it is money spent on results,
not on speculation. Here are the URLs of a
few you should check out if you are thinking
about exploring this avenue.

http://www.GoTo.com
http://PowerSearchExpress.com
http://www.SearchFeed.com
http://SearchHound.com

Regardless of what you decide to do about your
quest for a high listing on search engines and to
rid your life of those search engine blues, don't 
ignore them. They are too important to keep out 
of your marketing mix. If your decision is to keep 
on banging your head against the "big boys," God 
love you, I admire tenacity. I just don't have the 
time for it. But, let me know how you do.

Best wishes,

Mr. D

-------------------------------------

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com
Mr. D and his staff review all questions but, 
we can't guarantee yours will be published
--------------------------------------
You can visit Mr. D's website at:
http://www.freeadsgalore.com

See his latest project at:
http://www.instantez.com
--------------------------------------


Ask Mr. D
by Bill Daugherty

Dear Mr. D,

I recently joined a banner exchange. This is
my first venture into banner advertising and
I was shocked to see my banner getting a
measly .3% click-through rate.

Is this a normal ratio or do I just have a
lousy banner?

Signed,

Clickless In Seattle


_____________________

Dear Clickless,

Back in the good old days (three or four years ago) 
it was easy to get surfers to click on banners. 
Today that has changed dramatically, banner
advertising has hit hard times.

But even in today's climate, a .3% click-through 
rate is extremely low. I haven't seen your banner,
so I don't know if it is lousy or not. But here are
some tips to follow when creating your banner.


 * The text should consist of only a few words that offer a 
  clear message. 

 * Choose your color scheme with great care. Make sure
  your text color contrast well with your background color.
  
 * Animation is great, but don't make it too busy.

 * The two most important words you can put on any
  banner are "Click Here." 

Now for a look at banner placement strategy:

Some banner exchanges allow you to target the type of
sites where your banner will appear and some do not. If
your exchange doesn't offer this feature, switch to one
that does.
 
Banner advertising may never again enjoy the strength it
had in the good old days, but you can get the most out of 
your banner advertising by following the guidelines above.

Best wishes,

Mr. D
___________________

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com

You can visit Mr. D's website at:
http://www.freeadsgalore.com
--------------------------------------


Ask Mr. D
by Bill Daugherty

Dear Mr. D,

Like most of the world, I was shocked and
sadden my the terrible events of Tuesday
(09/11/01). I don't live in the U.S., but you
don't have to be American to grief over
the senseless loss of life that occurred in 
New York and Washington. If you are a 
Human Being, you must be both hurt and 
outraged by this awful human tragedy.

To show my support of the victims and
their families, I want to donate a percentage
of my Internet profits to help relieve all the
suffering these poor people must be going
through. Can you tell me where my money
could be donated to do the most good?

Signed,

Grieving in Montreal

__________________________

Dear Grieving in Montreal,

We, the entire world, have been grieving 
since those horrific acts of terrorism. It's
hard to believe the world has come to this.
But, it has and we have to deal with it.

Your offer of a donation will be greatly
appreciated by any number of worthy
organizations that are helping the victims
and their families. I have listed several
below. 

NY Firefighter's Fund
http://store.yahoo.com/firedonations/

American Red Cross
http://store.yahoo.com/redcross-wtc1/

Salvation Army 
http://store.yahoo.com/salvationarmy/

There are many other organizations,
but these were three that came to mind
and their URLs were handy right on the
Yahoo website.

In such times of great sorrow, we all
need to pull together and help our
brothers and sisters that are in need.

God bless the human spirit.

Love to all,

Mr. D
___________________

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com

You can visit Mr. D's website at:
http://www.freeadsgalore.com
--------------------------------------


Ask Mr. D
by Bill Daugherty

Dear Mr. D,
    

I have a great website (a lot of people have said
so). But, I am having a hard time getting visitors.

This is probably a common problem, but I do
have a few bucks to invest in some marketing.
I just don't know when to put the money for it
to do me the most good. I have done some free
ads, but I don't have a lot of time to spent on this. 
Should I just try some different things or should 
I hire an expert to guide me?

And please tell me where to find an Internet
marketing expert. Also please tell what they 
will charge me.

Signed,

Ready To Market


----------------------------------

Dear Ready To Market,

If you don't have much time to spend on
marketing your site, you do need to hire
someone to do it for you. Advertising is
the fuel that keeps your business going.
Simply stated - no advertising, no business.

To find a firm that can do the job for you,
just go to a good search engine and enter
the keywords: "Internet marketing firms."
You will find hundreds of listings. 

When you start visiting these firms you
will find some that specialize in various
aspects of marketing, but some offer a
complete marketing plan. I recommend the
complete package firms.

Understand that is not a one shot deal.
To make your ebusiness successful, you
must have a continuous marketing effort.

What will it cost? That is impossible to
answer. I suggest that you determine a
monthly advertising budget you can afford
and find a firm that will work with you 
within that budget.

Best wishes,

Mr. D

---------------------------------------------

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com

You can visit Mr. D's website at:
http://www.freeadsgalore.com
--------------------------------------


XML Is About To Rock Your World
by Bill Daugherty

Envision a world in which you buy a new
home appliance and it introduces itself to
all of your other appliances and they figure
out how to work together. Went you start
your movie player it orders the lights to
dim, the microwave to pop the popcorn
and the telephone to hold all your calls 
until the movie is over.

This may sound like something out of a
science fiction novel, but it is just around
the corner thanks to an extensible markup
language called XML. It sounds like your 
t-shirt size, but it is a powerful new addition
to the e- world and it is going to rock your
world good.

A relative of HTML, XML promises to
become the common language for PCs,
Macs and any other device that has a
computer chip. The possibilities are 
endless. 

This common language for all devices will
make it possible to have networked cars 
and offices.

Automobiles that have all the components 
talking to one other and making adjustments 
based on the data received. Offices where
all the machines, not just computer terminals,
will be able to work together in a coordinated 
manner that will make the whole system many 
times more powerful and productive that the 
individual machines working alone.
 
XML and the Internet.

The Internet became what it is today because
HTML was accepted as a universal language
for displaying images and text. The impact of
XML will first be seen in the great improvement
it will bring to search results on search engines.

Today's search engines produce a lot of
irrelevant results. That's because, to a search
engine, a word or phrase is just a pattern of letters 
without meaning. XML will eliminate a lot of this
"garbage" search results by labeling content
more thoroughly.

This may all sound like something out of the
distant future, but it will become our reality
in the near future. The most amazing feats 
resulting from XML are those that we can't
even image yet. The future will be an exciting
time to live and XML will play a large role.
 
----------------------------------------
Subscribe free to Bill's Internet marketing newsletter at:
http://www.freeadsgalore.com

Visit Bill's latest project at:
http://www.instantez.com

You can contact Bill at: bill@epower.zzn.com



Ask Mr. D
by Bill Daugherty

Dear Mr. D,

What do you think is the single most important
key to success with an online business? I am
having a hard time getting my business off the
ground.

Signed,

Frustrated

----------------------------------------------

Dear Frustrated,

Several years ago, the founder of Wrigley Chewing
Gum was on a flight from New York to his home in
Chicago. The passenger in the next seat recognized
the chewing gum tycoon and asked him a question.
"Mr. Wrigley, I know your company enjoys over 90%
of the chewing gum market. Yet, last week I read
where you are increasing your advertising budget by
over 30%. With such a large share of the market, why
do you continue to spend so much on advertising?
Why not save that money or use it for something
else?"

Mr. Wrigley replied, "how fast do you think this
airplane is flying?" The man answered,"oh, I guess
about 600 miles per hour." Mr. Wrigley responded. 
"I think that's fast enough, don't you?" The man
agreed that indeed, it was fast enough. "Well then," 
asked Mr. Wrigley, "why doesn't the pilot turn off
the engines and save all that expensive jet fuel?"

The reason I started my reply to your question 
with this little story, is to illustrate just how vital a 
consistent flow of advertising is to any business. 
It doesn't matter if that business is online or offline. 
It doesn't matter if that business is a small one-person 
operated web site like yours or a giant like Mr. Wrigley's. 
To be successful all businesses must advertise, 
advertise, advertise. It is the most important key 
to success.

Best wishes,

Mr. D
---------------------------------------------

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com

You can visit Mr. D's website at:
http://www.freeadsgalore.com
--------------------------------------


Ask Mr. D
by Bill Daugherty


Dear Mr. D,

I have joined several affiliate programs. I am
marketing these programs by placing a banner
ad for each on my website, but my visitors
are not clicking on them very much. Do you
have any suggestions as to how I can improve
this situation? These are really good programs
and I am sure I can make a lot of sales if I can
just get people to take a look at them.

Thanking you in advance for any help you
can give me.

Signed,

Hopeful

___________________________

Dear Hopeful,

I hope you aren't pinning your hopes on
banner ads. Banners have become one
of the poorest forms of Internet advertising.
They look nice on your site, but visitors
ignore them like the plague.

The first thing you should do is replace
those banners with text links. Text links
are headline ads that are hot linked to
the site they are advertising. This change
will greatly increase the number of clicks
to your affiliate's sites.

Second, increase the traffic to your site.
All sales numbers are related to amount
of traffic you can generate. The more traffic,
the more click-throughs, the more sales.

One last thing, don't spread yourself too
thin. Trying to promote too many programs
dilutes your efforts and can cause you
to fail on all of them. You said you have
joined several programs. Cut the number
back to the best three and devote all your
marketing efforts on them. 

Best wishes,

Mr. D
___________________

Do you have an advertising or marketing 
question you'd like to see published in this 
column? Send it to mailto:MrD@epm.zzn.com

You can visit Mr. D's website at:
http://www.freeadsgalore.com
--------------------------------------


Why So Many Dotcoms Fail
By Bill Daugherty

The World Wide Web is booming. More and
more people are logging on and they are
spending more and more money, yet 95%
of all ebusinesses fail. What is causing so
many failures? I'm sure the reasons are 
many and varied, but most of these failures
can be linked to three major causes.

The Wrong Marketing Mindset 

Many newcomers to E-Commerce try to 
market their ebusiness as though it is a 
local brick and mortar business. Marketing 
an online business is not as simple as hanging
out a sign, placing an ad in the Sunday paper,
taking a listing in the Yellow Pages, handing 
out a few flyers and then rely on word-of-mouth
to carry the business forward. The web is a 
whole new game, played on an entirely
different field and with different rules.

Internet marketing must be directed toward
a global consumer base and the advertising 
must be designed to catch and hold the 
consumer's attention in a nanosecond as 
they are surf from site to site.

Instead of getting listed in the Yellow Pages,
you must get listed in all of the major search
engines.

Instead of placing ads in the local newspapers,
you need to place ads in ezines and on classified
sites.

Instead of neon signs and billboards, you need
banner ads on as many sites as possible.

And so on, I think you get the picture. 
E-Commerce is faster paced than offline 
businesses and it requires a marketing plan 
that matches this pace. You have to learn 
and adjust your marketing mindset to these 
new rules.

Dysfunctional Web Sites

I define dysfunctional sites as any site with a 
design flaw or chronic technical problem that 
renders it either difficult or impossible for the 
consumer to use.

For example: Last week I visited a site that sells
marketing software. I liked what I saw and decided
to purchase one of their products, but I could not 
find their order page. I clicked on link after link 
without success. After several frustrating minutes,
I left the site without buying. How or why anyone 
would make it so difficult for their customers 
to make a purchase is beyond me. Maybe they
don't realize it so hard to find. Could they have
forgot to include one? Whatever the reason, this
is a major design flaw.

Many design flaws are not as flagrant as the
previous example, but are still put offs to potential customers. Like a site that is 
difficult to navigate or has a color scheme that gives the visitor headaches. Examine your
site carefully and see if you can spot any of these flaws.

Technical dysfunctions such as excruciatingly
slow loading pages and sites that experience a
lot of downtime are a turn off to your potential 
customers as well. Down time is the fault of our 
web server and beyond your control, but if the 
problem is chronic, you need to change servers.
Those slow loading pages can be either your 
server's fault or they may be a design problem. 
Find out which it is and correct it. It hurts your 
business.

A Lack Of Commitment

Many online entrepreneurs don't give their
business ventures enough time to succeed. They
set up shop, toss out a couple of ads and if the
money doesn't start to roll in right away, they 
discard it and move on to try the another venture
which will also fail if they make the same mistakes.

A business, online or offline, takes time to grow. 
Sometimes, make that most of the time, you have 
to make adjustments in your original business plan. 
Don't be so quick to give up. Perseverance is the
"secret" to many success stories. And if your
business does fail, search out the reasons and
learn from them. But, never give up without a
fight.
--------------------------------------------------

Bill Daugherty is editor and publisher of the 
marketing and free advertising ezine "E-Power 
Marketing." Visit his free ad site at: 
http://www.adsgalore.bizland.com

Visit Bill"s latest project at:
http://www.epower-profits.com

To contact Bill mailto:bill@epower.zzn.com
--------------------------------------------------



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