May 1997

Tip the scales...
Thousands of businesses are making and saving money by taking advantage of the opportunities of the World Wide Web. Here are a few vital tips that will get you off to a good start.

Get to know the Internet. Do plenty of exploring. Once you know how it works, you can better use it to work for your business.
Be a resource. Internet users expect information. Add value to the hype.
Keep your site changing, so people will come back. Repeat visitors are more likely to become customers or buyers.
Use correct spelling, punctuation, and grammar. Project a professional image.
Include a clear action in your message. What do you want your visitor to do. Join a mailing list? Purchase a product? Request a quotation or a proposal?
Promote your Internet presence through off-line channels. Let your regular customers and the public know about your site.

Universal labels...
See if this idea sticks. Have your company's logo and address printed on small, self-sticking labels. Leave most of the label blank. Now where do you use them? On computer floppy disks (better than the blank ones that come in the box), on blank mailing envelopes, on boxes (for shipping or storage), on books that belong to the company, anywhere you may need a special message permanently attached.

Off-line promotion...
Despite the undeniable lure of cyberspace, the fact remains that most people spend most time off-line. Here are some ways to take advantage of that time.

Your stationary. Your letterhead, invoices, business cards, packing lists, etc. should carry your e-mail and web site address.
Print advertising. More and more companies are including e-mail and web addresses in print ads. When you do so, make sure they're prominently displayed.
Direct mail. A simple postcard will generate enough curiosity to lead most customers to your site. The Weekly Guerrilla

Work the web...
A survey of national advertisers in the U.S. found they believe on-line services can be used for the following marketing activities: information resources, 94%; customer services, 88%; sales support, 79%; advertising, 74%. Guerrilla Marketing Communique

Quote of the month...
"Sometimes you need to look reality in the eye, and deny it." Garrison Keillor

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