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The OnLine Exchange Ezine
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~Stay tuned into the latest in internet marketing and networking by reading each issue of the online exchange! We will show you how to make your business succeed and how to use the internet to your advantage.~ (To review more business tips, go to http://www.marketingtrendz.com/archives.htm )

ONLY subscribers or those corresponding with us in reference to home business opportunities should receive this ezine. We will NEVER provide its subscriber list to ANYONE. We respect the privacy of our readers. Please see the bottom of the Ezine for removal instructions.



MILLENNIUM MARKETING 2000 presents.....
The OnLine Exchange Ezine!
Discover business success tips, free offers, and business building resources to help you profit online & off.


(c) Online Exchange Edition October 18, 1999


From the Creators of The OnLine Exchange E-Zine.....
Welcome to the latest edition of The Online Exchange Ezine. 
Our weekly Ezine has regular articles and Features all included to help Internet Entrepreneurs make
money on-line. We hope you enjoy this Issue. If you have any suggestions or comments then please let us know. We would personally like to welcome ALL our new subscribers.  We are now in circulation to over 11,000 recipients and continually growing. Please review our Advertising Special at the bottom of  the Ezine! It will bring you astronomical exposure to your business!



In this Issue:
~ A Word From Our "Sponsors in the Spotlight"
~ Feature Article * COOKING UP A WEB PRESENCE 
~ "A-1" Classified Ads
~ Business Thoughts * STANDING OUT IN THE CROWDED CLASSIFIEDS
~ "ROCKTOBER" ADVERTISING SPECIAL with the OnLine Exchange Ezine
~ Removal Instructions



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FEATURE ARTICLE*

COOKING UP A WEB PRESENCE 
by Doug Ausbury

Creating a web presence is a lot like cooking a savory meal. But, what if you're a lousy cook? The good news is, you don't have to be a connoisseur if you know the recipe. Are you looking to create a web presence for you or your company? Follow me to the kitchen and let's take a look at the six phases of a successful web site project.

Phase One - "Deciding On The Recipe"
Drawing the blueprints, brainstorming, setting objectives, planning, developing the concept, and listing individual components.  Phase One begins with a blank notepad and ends with an assortment of ideas, notes, lists, goals, and an outline of your site's structure. From this should evolve an overall site concept, your site's objectives, and a  detailed plan for the site from start to completion.  First impressions are critical on the web. Describe your  site's main areas, content, and any freebies or special offers you'll provide your web visitors. Special offers might include savings from ordering online, giveaways to guestbook registrants, or special offers such as my recent favorite - a Free ISP (Internet Service Provider) account. I've seen too many people wait to prepare a marketing plan after their site is up. This is the "What Now Syndrome" that cripples many web projects so determine now not to fall into it. During Phase One, formulate the initial and ongoing marketing plans for your site to both your warm market (your customers or the people you know) and your cold market (for example, search engine strategy, reciprocal links, etc.). Otherwise, be prepared to be the best-kept secret on the Internet. Also during Phase One you'll want to secure a domain name of your choice, set up a hosting account where your web site will be published and accessed by visitors, and set up email addresses with your new domain name  (joe@mydomain.com, etc.). Feel free to email me ausbury@vow.com  with any questions about these and I  will be glad to answer you and make any recommendations.

Phase Two - "Gathering The Ingredients"
Material gathering and site framework design. 

During Phase Two, work with your web design company to gather all the existing information (text, images, 
brochures, prices, logos, booklets, etc.) required for the site. Many images and text can be attached to emails and sent to your designer. Other material will need to be sent in hard copy or faxed. Often during this phase, any required new material is written or edited for publishing to the site and new images are sought out or created. The blueprints of the site will begin to take shape as the framework of the pages are constructed. At this point, your web design company should publish your site to your new hosting account. You'll see the basic framework of the site minus all the details and be able to provide feedback prior to the heavy detail work in Phase Three.


Phase Three - "Mixing The Ingredients"
Site detail design. 

Phase Three includes all the coding and page construction details as well as the initial testing of the site. This is often the longest phase...text is edited, fonts are chosen, graphics are sized and "tweaked," colors are tested for web viewing, special code is written, etc. Once all the details have been added to your web pages, your site should be uploaded to your domain for your viewing and feedback. 

Phase Four - "Putting It In The Oven"
Testing and fine-tuning.

This phase is very important since it allows time for checking the entire site for bugs, bad links, and any 
other possible problems prior to officially launching the site. This includes testing of your site on a variety of 
web browsers for proper viewing, navigation, layout, and correct links. At this time, you should take a final, discerning look at your web pages, and make the final series of corrections to your pages. This phase should not be complete until everything meets your specifications. 

Phase Five - "Serving It Up"
Site launch. Coding and registering your site with the search engines.

Now that your site has been fine-tuned, you're ready to officially ring the dinner bell and launch the site. Any 
promotion and public relations strategy you have developed for your site's launch will begin at this time.
Once launched, the best way to ring the dinner bell is to immediately have your site registered with the Internet search engines. Listing your web site the right way with the most popular search engines is extremely important to its success. After all, over 80% of the 50+ million people currently on the Internet use search engines to find what they're looking for. Work with your web designer to develop the very best site 
title, description, keywords, and key phrases that will give you the best possible position in the search engines. It is also wise to prepare a specific strategy for a high ranking on each of the top seven engines that the majority of people use. Within a few days to several weeks, the web search engines will have listed you, and you begin to get "cold market" visitors.

Phase Six and Beyond - "Extra Helpings"
Traffic building, site maintenance, updating, and ongoing marketing.

Okay, let's review. You've selected your recipe, gathered your ingredients, mixed them up, tossed it in the oven, and served it up. Are you finished? Actually, you've only just begun! Now, like a marketing savvy restaurant, it's time to get people coming back for more. This phase could also be called "The Head Scratching Phase". Here are two important considerations for your site at this stage. One - Now that you've launched and registered your site, how will you get people to visit you again and again? Remember the ongoing marketing plan you prepared in Phase One? This is where your marketing plan begins.
Two - Spend some time answering these important questions. How often will you need to update your content? What about the need to add additional pages as your business expands? Who will be responsible for answering emails about the site and handling the general maintenance of your web pages and links? What about staying current with new Internet applications as they arise? Who will manage your ongoing search engine strategy? All of these can be solved with an ongoing updating, maintenance, and 
marketing program that can be customized by your web design company.

If your site is to be a long-term success with a steady stream of new visitors and repeat visitors, I guarantee 
it will demand aggressive marketing and monitoring as well as consistent care. Sites with missing images, dead links, and "stale" content, simply don't get visited again. Your web design company should provide a basic updating and maintenance plan that puts them in charge of caring for your web site. A more extensive plan can provide all the above plus input on what to consider to keep your site fresh and keep people coming back regularly. They may even help you develop and deliver a monthly newsletter or e-zine to subscribers to keep them informed of new site material and other happenings on your site.

I hope this article has been helpful to you as you think about "cooking up a web presence". Time for me to go. I think I smell something good coming from the kitchen.... 
----------
Article by Doug Ausbury, Marketing Director of Voices Of  Wellness http://www.vow.com   Productions, the Internet's premier wellness network 



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BUSINESS THOUGHTS*

STANDING OUT IN THE CROWDED CLASSIFIEDS
By Anne Marie Baugh
Owner of Write-Promotion
www.write-promotion.com 

If your classified ads are ignored, deleted or not bringing in results this is your lucky day. Right now, right here, we are going to give you the inside tips to making your classifieds work. Indeed writing classifieds 
takes an understanding of the dynamics. Many try to squeeze the whole story in seven small lines, which we all know is impossible. It is also the leading reason the ad doesn't work. Trying to tell the whole story in a 
classified is the quickest way to kill the effect. Instead of telling the whole story think of classifieds as part of a sales strategy instead of the whole strategy.

What is the purpose of a classified?
Most people think that the purpose is to make the sale. This is the big surprise. It isn't. The only purpose of a classified is to make an appointment. It should get your prospect to the place where the real sale will take place. It's as easy as that. If you try to make the sale with your classified you rush the process and ruin the opportunity. So think of your classified as an invitation to come to your web site and learn more.

How do you create the invitation?
Make your classified alluring but keep it honest. Avoid the temptation to exaggerate the possibilities. People are more savvy and consumer wise than ever before. They can detect a wild story and simply won't fall for it. Use your imagination, your creativity and your wit. Keep the boring at bay and let loose with a little humor, insight or feeling. In other words appeal to an emotion. As with a good sale, the classified "invitation" will work if you can evoke an emotion that will make your prospect want to keep the appointment to visit your web site and learn more.

Words that sell.
As with any strategy take the time to create a great classified. Don't just blurt out the first thing that comes to your mind and plop it in the paid spot. Money is money and although classifieds are often a great deal financially, it won't be if it doesn't work. Sit down and plan out ten classified ads playing with words as you would a Scrabble game. Be a psychologist and play word association with a thesaurus.

Write down a series of words that you might use in an ad, words that tell a little about your opportunity. Then look up the words in your thesaurus to determine all the different ways you can say the same thing. Then pick the words and phrases that most captivate you.

Test your ad.
Even with all this planning some ads will work better than others. So test your ten ads, keeping track of where you place them and how well they work. Keep in mind that where you place the ad is as important as the ad itself. Once you have five or six winning ads, do the obvious. Use them! However, keep in mind that just as the same ad location will eventually run dry so will your ad. Plan to replace your array of classified ads every six months.



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Until Next Time!!
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Debbie Solomon and Sara Hardy
Owners and Creators of the OnLine Exchange Ezine
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