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The Most Powerful Marketing Weapon Ever Invented

 by: Christopher Kyalo

It was probably first discovered out there in the caves or wherever else the history of mankind begun. And yet this weapon has been used so sparingly over the centuries. It is so powerful that those surprisingly few who have stumbled on to it and appreciated and respected its power have ended up making untold fortunes.

Even the greatest mail order marketer of them all, Joe Karbo, created a selling system that showed he fully understood the power of this weapon. (More on that at the end of this article.)

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Here it is.

It s a FREE SAMPLE.

Let s look at a real-life example that could happen in your neighbourhood corner right now.

Picture a small business selling doughnuts at a street corner. Potential clients in their hundreds pass by and ignore the seller s smile and well displayed juicy-looking doughnuts. At the end of the day, he has barely sold a dozen.

Then a simple selling system involving tiny, miniature versions of the doughnuts being given away for free to passersby is introduced. A few people stop to sample the free doughnuts, at least half of them end up purchasing a doughnut or two. The small business owner does some arithmetic at the end of a hectic day. The bill for the samples was high, but his cash box is bulging like it never has before and the sheer volumes of business has reduced the expense for the free samples to a tiny fraction of his takings.

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No matter how complex your business is, it can benefit tremendously from the power of a free sample. A few more examples;

An office cleaning concern wanted to expand its client base to restaurants but had a lot of difficulties making any head way until they came up with a simple selling system. They approached restaurants and offered to clean up free of charge, the only condition was that the owner sees the dirt that will be cleaned off their premises before it s disposed of. (If you know the right places to look, any premises will give you a load of dirt enough to make anybody sick.)

Well, almost anybody because only 80% of the restaurants that were cleaned free of charge, signed up to have the firm clean up their premises on a regular basis. Not good enough for the city health inspectors but an unbelievably high percentage for any selling system. It naturally revolutionized this cleaning business.

A media company was facing very stiff competition getting advertisements into their newspaper. They designed a simple system where the company sales representatives approached a carefully selected client list with samples of their advertisements re-designed and placed on a dummy page. The response rate? Well, 4 out of every 10 clients approached in this way signed up for advertising space on the spot.

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A company selling solar panels in the heart of Africa wasn t making much headway until they bit the bullet with the following crazy selling system. They found a simple way to assess the income capabilities of rural homes that had no access to electricity. They would then knock on doors and offer to install solar electricity free of charge. They would then come back a week later and if the house owner liked it, they would pay for it and keep it. If they didn t the solar firm would simply take their equipment and leave.

The firm which tried this strategy a few years back has bluntly refused to release the response rates for publication. But I can tell you one thing, this system helped to build up the company and today it s the largest solar energy firm in East and Central Africa, having sold hundreds of thousands of solar systems in a part of the world that has one of the lowest per capita incomes on earth.

And I could go on and on with hundreds of other examples.

The point is that we are always trying to complicate things with elaborate new ideas when all we need to do is keep it simple and look back at the history of mankind. I can almost see that vicious looking hunter violently refusing to exchange part of his kill for a basket of fruit from the fruit-gatherer. That s until he tastes a free sample of the fruit. Then he happily gives away half his kill for the entire basket.

Let s wrap it up with Joe Karbo s amazing selling system. His offer was simple. Order his book The Lazy man s way to riches. Don t pay for it now. Simply send a post-dated cheque dated 30 days later. Receive the book (a free sample because you have the option of returning it to the sender and not paying for it) and then if you are satisfied, you keep it. Millions of words have been written about Karbo s techniques, but everybody seems to have missed this simple secret behind his success. A free sample will always do it where everything else has failed.

About The Author Christopher Kyalo has over 20 years experience in marketing and creative writing. He provides a service that dreams up brilliant article ideas, and writes and posts them on the net thus creating tremendously effective advertising for any business. Email him now at ckyalo@yahoo.com to get your first article created, written and posted FREE with no obligations. Offer for a limited period only. He is also a consultant for magazines.

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How To Put The Profit-Producing Power of Couponing To Work For You…

 by: Thom Reece

Coupons have proven themselves to be highly effective sales tools for every conceivable size and type of business.

Because coupons “pull in the business” they have gained remarkable acceptance and popularity among astute marketing managers. A simple explanation for their acceptance by advertisers is their overwhelming acceptance and use by the consuming public. In fact, Advertising Age (the Bible of the advertising industry) reports that 87% of all shoppers use coupons.

Another independent marketing research firm, the A.C. Nielson Co., reveals that 95% of all shoppers like coupons. And 60% actively look for coupons.

A recent article in the Wall Street Journal entitled, “In a Pinch, Snip.”, states that coupon use rises, as the economy in any given area slides. 54% of shoppers surveyed said they had already stepped up use of coupons, and even more are expected to do so.

It’s very easy to see why coupon advertising is sweeping the country. Regular use of good couponing strategy will provide a steady stream of new customers and high quality sales leads.

Savvy marketers cite these reasons for heavy reliance on couponing:

A. Coupons have the effect of expanding or increasing your market area. We know that consumers will travel far to redeem a valuable coupon.

B. Coupons will entice new customers that have been shopping at your competitor. It’s a proven fact that consumers will break routine shopping patterns to take advantage of a good coupon offer.

C. Coupons attract new residents when they are actively in the market for products and services.

D. Coupons will re-activate old customers. Those customers that have been lured away by your competitor will start buying from you again when you give them a good reason to do so.

E. Coupon advertising provides the opportunity for additional profits through sale of related items. (Business owners often forget this.) When you offer a special “deal” on a coupon to invite a customer to do business with you, you have to remember that this same customer will probably end up buying additional items that carry a full profit margin.

In addition, you also are being given the opportunity to “sell-up” to a more profitable product or service. You would not have had this opportunity had it not been for the coupon getting the customer through the door in the first place.

F. Coupons build store traffic which results in additional impulse purchases.

G. Coupons are measurable and accountable Don’t overlook that couponing is the most measurable and accountable form of promotion.

It’s simply a matter of counting the number of coupons redeemed to judge the effectiveness of the offer. Wise use of this consumer feedback will guide you in creating future offers that improve your results.

Understand that the media delivering the coupon has very little to do with the response. Publications simply deliver your offer to a specific audience. It’s up to you to determine what offer produces the best response from that audience. You do this through methodically testing various offers. Savvy use of this “coupon testing” technique will give you the specific knowledge you require to greatly improve all of your advertising response, your sales, and your profits.

How do you go about creating a coupon promotion that will work for YOU? Here’s what I like to call…

THOM’S TWELVE TIPS FOR EFFECTIVE COUPONING:

TIP#1…MAKE A SOLID OFFER!

* OFFER DISCOUNTS…”$50.00 OFF!”, “60% OFF!”, (percentage discounts are only good when they are high percentages and the value of the product or service is well known.)Dollars Off discounts work best.

* OFFER BONUSES…”Buy One/Get One Free!”, or “2 Free with Each Case Ordered!”, “Free Batteries When You Buy One Super Flashlight”, or “Free Drop Cloth with Each Gallon of Super Paint”, etc.

* OFFER PREMIUMS…Offer premiums for a presentation, for a trial order, for a subscription, for a demonstration, for a new customer referral, for an order amounting to $xxx or larger”, etc.

* OFFER FREE INFORMATION…”FREE booklet”, “FREE brochure”, “FREE estimate”, “FREE details”, “FREE samples”, “FREE trial”, “FREE consultation”, “FREE quote”, etc.

TIP#2….USE BOLD, COMMANDING AND SPECIFIC HEADLINES!

* “Save $50.00 on Any Portable TV….This Month Only!”

* “FREE BROCHURE…’Beauty Secrets for Career Woman’!”

* “Free Catalog Saves YOU 70% on Office Supplies!”

* “Rent Two NEW RELEASE Video Movies–Get One FREE!”

* “Buy One Dinner Entree–Get One FREE!”

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* “Buy Five Cases of Copier Paper–Get the Sixth Case Absolutely Free!”

TIP#3…USE LINE ILLUSTRATIONS OR PHOTOGRAPHS.

* Illustrations work best when you show products in-use.

* Illustrations enhance credibility, aid understanding, and create desire.

TIP#4…USE YOUR LOGO IN YOUR COUPON.

* Use of logo: builds company identity and awareness in the marketplace, enhances your image, lends credibility to your offer, and improves response.

TIP #5….MAKE EFFECTIVE USE OF WHITE SPACE.

* Don’t clutter. Don’t cram.

TIP#5…SELL THE BENEFITS.

* Save time, save money, increase profits, protect your family, improve your standard of living, be happier, improve your health, increase your income, increase your comfort, more convenient.

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TIP#7….APPEAL TO THE SELF-INTEREST OF YOUR CUSTOMER.

* Your customer is only interested in what you can do for him or her. Your customer will only buy the benefits-of-use of your product or service. Let me say that again…your customer is only interested in the benefits of use of your product….not the product itself.

TIP#8…MAKE EFFECTIVE USE OF THE 18 MOST POWERFUL WORDS IN ADVERTISING.

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* free, now, new, how to, save, guarantee, money, easy, simple, you, proven, love, results, discovery, fast, amazing, sex, profit.

TIP#9…ALWAYS UP-SELL.

* Offer extras when a customer requests information or places an order. Always suggest related items. Point out the added features and benefits of a higher priced item and then show the customer specifically how these features will make his life easier, safer, etc.

TIP#10…SPREAD YOUR SPECIALS AROUND–CONSIDER THE TRAFFIC PATTERN IN A RETAIL STORE.

* Set up product displays so that you force your customer to walk the entire expanse of your store. Your “impulse” buys will increase dramatically when you expose your customer to more products by well planned placement of “sale items”.

TIP#11…CAPTURE YOUR CUSTOMERS NAME, ADDRESS, AND TELEPHONE NUMBER. DEVELOP AN IN-HOUSE MAILING LIST FOR ON-GOING DIRECT MARKETING USE.

* Your customer list represents your most valuable asset. Your greatest potential for sales and profits lies in the customer database. To ignore this potential is pure folly.

TIP#12…DON’T STOP AFTER THE SALE.

* Create a planned program of continuous follow-up to your customer list.

* Use ride-alongs, invoice stuffers, new catalogs, new product brochures, special sale flyers, preferred customer sales and discounts, customer appreciation events, more coupons. Keep your customers coming back to YOU!

© Copyright 2005 Thom Reece All Rights Reserved

About The Author Thom Reece is the CEO of On-Line Marketing Group, a direct response marketing agency with headquarters in Hawaii. He is the creator of the Online Marketing Resource Center [ http://www.e-comprofits.com] . Thom can be reached by email at: thomATe-comprofits.com onlinemktgroup@gmail.com

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Cookies Aren’t Just For Eating Anymore

 by: Lia Spithas

Confused about cookies? Not the chocolate chip variety; the computer-related kind. Here is some information that’ll help you understand what cookies do, why they do it, and how to control them.

First, a definition. Cookies are tiny text files which are placed on your computer’s hard drive by a Web server, ready for future access. They have many applications, but are mainly used to personalize your Internet search engine by storing information like passwords, Web addresses, and virtual shopping carts. Cookies are important when you personalize a Web page, register for products or services, or shop, because information becomes easy to access each time you re-visit a specific Web site.

Cookies are based on a two-step process. During the first step, after visiting a Web site, a Web server creates text which contains your personalized information and then transmits that information, in a text file, to your hard drive. The second step is for your computer to transfer the text file (cookie) back to the Web server. Whenever you direct your browser to display a Web site, the browser transmits the cookie back to the Web server. This is why you see local weather on your personal Yahoo page or “Welcome Bob” when visiting Amazon.com.

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“We use cookies in our programming so that users have a better online experience,” says IdeaStar Software Developer Doug Hayes. “Cookies are especially important for consumer Web sites like the health insurance and performing arts sites that IdeaStar develops. And they are vital to larger consumer and password protected sites.”

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Some people assume that tracking Web activity and storing information with cookies is a problem, because information is being silently gathered and transferred without any notification. However, for the average Internet user, information contained in cookies only improves the Internet experience. Still, knowing that cookies are working behind the scenes doesn’t hurt.

Generally, Web browsers are set to automatically delete cookies after a set amount of time, eliminating the need to manually remove them. Similarly, your browser may be set to automatically replace older cookies with newer ones, so that they are constantly adjusting. However, Doug says “It is a good idea to delete cookies if you are using a shared computer. If you don’t, there is a chance that the next person could log on and pick up right where you left off. The main thing to remember is that almost everything will be stored (at least temporarily), so be cautious of what information you are sharing.”

Although there are some variations, cookies may be controlled in many browsers in the following way:

1. Select Tools, then

2. Options or Internet Options

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3. Click the Privacy or Security tab

4. Then follow the instructions for cookies.

Or, you can go to GetNetWise ( http://privacy.getnetwise.org/browsing/tools/ ) and read the instructions on how to change your browser’s setting to customize how it manages cookies.(There’s even a link to help determine which Web browser you are using.) Keep in mind disabling all cookies, could limit your use of some sites and can prevent you from accessing others.

About The Author Lia Spithas works for IdeaStar Inc., which designs, develops, manages, and promotes leading edge Web sites. Read more about us at: http://www.ideastar.com http://www.insurance-technologies.com http://insuratech.blogspot.com/ http://ideastar.blogspot.com/

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29 January 2004
The car doors slam. The wheels screech. The teenagers pilot the speeding car down the pavement into the darkness; a crash is heard. That’s when the public service message appears at the bottom of the TV screen: Lock your car. Take your keys.It seems strange today to think that once upon a time, people needed to be told that leaving their keys in an unlocked car might be a bad idea. At the time, though, the wake-up call was very much in order. The world was changing fast. So were the risks of living in it.Flash forward 40 years to Memphis, Tennessee, in the early years of the 21st century. A 49-year-old woman stares at the surveillance monitor, watching in disbelief as a surreal scene unfolds on her front porch. A man bundled up in a heavy jacket and hat rings the bell, then knocks loudly on the door. Getting no answer, he glances at the silent intercom, calmly removes the outgoing mail from her mailbox, and walks away.It’s 10:00 a.m., and Bethany Overton’s identity has just been stolen. Also missing is the updated version of that government warning:Lock your mailbox. Take your keys.Identity theft: Not just an online crime
Identity theft is America’s fastest-growing crime. Last year alone, more than 9.9 million Americans were victims of identity theft a 41 percent increase over the year before at a cost to the U.S. economy of roughly $53 billion. In reality, the number of identity theft victims and the economic impact of the various crimes involved from mail theft to Internet fraud were probably even higher. And as identity thieves find new ways of stealing people’s identifying information and new ways of abusing it, these crimes are expected to proliferate at an even faster rate.It’s commonly assumed that the current fraud epidemic has its roots online. In fact, identity theft often begins with mail theft: letters and packages stolen from unlocked or unprotected mailboxes often placed along rural or suburban roads or grouped in front of apartment buildings, where access is easy and oversight is nil.For an identity thief, the haul can be substantial: credit cards, driver’s licenses, bank statements, boxes of unused checks, Social Security payments, health insurance cards, tax information, and other sensitive data. The criminals then leverage this information to exploit existing accounts or to create new ones. They may use chemical agents to remove handwritten information from stolen checks, which are then repurposed and cashed. They run up bills, pass bad checks, buy cars and houses, engage in various other criminal practices and, in the end, pin the whole mess on you.Besides ease of access, mail thieves have another big advantage: the time it can take you to realize that something is amiss. When outbound letters vanish, it’s assumed that they’re headed for their destination; the disappearance of inbound mail generally passes unnoticed. Depending on the data that the thieves manage to grab, your first sign of fraud might come as quickly as your next credit card statement assuming that it gets to you at all or months later, when the IRS or the FBI come looking for someone with your Social Security number who’s run afoul of the law.Not that the perpetrators necessarily come off as career criminals. “He looked like your typical neighbor,” Beth Overton said of the 30ish man who strode off with her mail. “He didn’t look thuggy or anything.” Days later, once she had gotten over the shock, Overton decided to warn her neighbors by putting up a handwritten sign on her chain-link fence. “I wanted the neighbors to know. Besides, I didn’t know how many other people might also have had their outgoing mail stolen.” Fighting back against mail theft
Overton was right to warn her neighbors the criminals may occasionally be clean-cut, but the consequences of this crime are brutal. The good news is that mail theft and related crimes are being reported to authorities more often and are being targeted aggressively by federal law enforcement agencies.One of the lead agencies in the fight against identity theft has been the United States Postal Inspection Service, the law enforcement branch of the U.S. Postal Service. The USPIS is empowered by federal laws and regulations to investigate and enforce more than 200 federal statutes related to crimes against the U.S. Mail, the Postal Service, and its employees. U.S. Postal Inspectors investigate any crime in which the U.S. Mail is used to further a scheme, whether it originated in the mail, by telephone or on the Internet.Because so much of the criminal activity related to identity theft involves the U.S. Mail, U.S. Postal Inspectors have long been on the front lines of the battle against identity thieves. Mail may be stolen to obtain the information needed to apply for checks or credit cards, or to complete fraudulent applications for new cards. Financial institutions typically send checks and credit cards via the U.S. Mail making those items a succulent target for mail thieves, who can use anonymous addresses at mail drops (officially referredto as “commercial mail receiving agencies,” or CMRAs) to collect the proceeds of their crimes.Last year, the USPIS made 5,858 mail theft arrests. One especially dramatic operation in June 2002 had federal postal inspectors fanned out across five states in a crackdown involving the USPIS, the U.S. Marshals Service, the Secret Service, several police departments, and identity theft task forces from several states. The operation netted more than 100 arrests in California alone. The first quarter of fiscal year 2004 (from 1 October to 31 December 2003) saw 1,522 mail theft and identity theft arrests by the USPIS nationally; 124 of those occurred in the territory of the San Francisco office, which includes the San Francisco Bay area, Silicon Valley, Sacramento, Stockton, and Fresno.According to Paul FX Lowery, an inspector with the San Francisco office of the USPIS, mail theft is skyrocketing throughout the Western states. Some steal mail to fuel their drug addictions; others buy cars and wide-screen televisions.Increasingly, organized crime rings also view mail fraud as an easy entry into big-time identity theft. “It’s the most opportunistic crime in the United States,” says Lowery. “It’s a bottomless cookie jar for these mail thieves.”Everyone is a target
Northern California U.S. Attorney Kevin Ryan has no trouble identifying with victims of mail theft. Ryan and his wife were targeted last summer by a ring that made off with his Social Security number and his bank access code, even managing to write and cash several checks before he discovered the theft. They have yet to restore their financial information to the state it was in before the whole mess came down, says Ryan. “It’s not fun,” he adds.The ring that targeted him has yet to be caught. But Ryan can point to one success story: the case against Shawn Webb Fitzgerald in San Francisco. The 26 year-old Fitzgerald who admitted to stealing bank numbers, credit card information, and brokerage statements, and creating files on his victims as far back to December 2001 was charged with stealing some 7,000 pieces of mail and possessing a counterfeit mailbox key. Last May, Fitzgerald was sentenced to 105 months in prison.Postal Inspector Robert Carlson, of the San Francisco division of the United States Postal Inspection Service, deals with “external crimes mail theft” mail stolen from external sources and used to commit identity theft and other fraud-related crimes. Once a perpetrator has been caught, says Carlson, the crime is relatively simple to prove, and conviction rates are high. And unlike some fraud-related crimes, this is an area where “current laws are pretty inclusive.” Perpetrators are most commonly charged with possession of stolen mail under U.S. Code 1708, a crime that can land them in federal prison for up to five years.Because the crimes investigated by Carlson and his colleagues are violations of federal law, prosecutions are handled by the U.S. Attorney’s office. But Carlson emphasizes that postal investigators work closely with local policedepartments as well. “For instance, we rely heavily on the local police to notify us if they find stolen mail in the course of an arrest,” he points out.An organized crime
Many cases of mail theft involve no ringleader and no conspiracy, Postal Inspector Paul FX Lowery points out. But the crimes can be elaborate, with teams compiling detailed dossiers on victims based on information gleaned from mail swiped from mailboxes or pulled from the garbage. “Much mail theft occurs in volume attacks on neighborhood mailboxes or mailboxes in apartment complexes,” says Lowery. “The big boxes are targeted because of the large number of letters, bills, or solicitations available.” In one case in San Francisco involving old-style mailboxes, a man was caught on security video prying open the boxes at an apartment complex and rummaging through them then smiling as he passed a resident in the lobby.”We’re seeing more organized groups committing crimes related to identity theft for instance, with ringleaders producing counterfeit checks, distributing them on the street, and recruiting people to cash them,” concurs Postal Inspector Robert Carlson. “We’re also seeing an increase in thefts from postal trucks and from apartment panel mailboxes, as well as from the cluster boxes that are commonly found in new developments.”These cluster boxes (known in the USPIS lexicon as “neighborhood delivery collection box units,” or NDCBUs) typically also have a slot for outgoing mail which Carlson does not recommend using. Likewise, Carlson notes that putting the red flag up on your mailbox is like waving a cape in front of a bull a terrific way to draw the attention of a mail thief to the outbound check that’s often waiting inside. If you’re placing mail to be delivered into the mailstream, says Carlson, the USPIS recommends either handing it to your mail carrier, putting it directly into a USPS “blue box,” or carrying it personally to a U.S. Post Office branch.Defending your mail
When you think of the Pacific Northwest, withits idyllic forests and bugeoning high-tech industry, mail theft is not the first thing that leaps to mind. But as it turns out, there is a connection. Before getting into the secure mailbox business, Rod Olsen of Mail Systems NW spent 16 years as a sawmill engineer an unforgiving line of work where design concepts are tested in the most brutal possible terms and the margin of error is uncomfortably close to zero.As a result of this trial by fire, when Olsen began working on a prototype for a secure mailbox, his skills were up to the challenge. Then, a little more than six years ago, a Visa bill was stolen from Olsen’s own mailbox by an identity thief who went on a $500 spending spree before being caught. Realizing just how much worse the damage could have been, Olsen decided then and there to get his mailboxes out in the marketplace where they might save others from having to go through the same ordeal.”If I’m going to do this,” Olsen said to himself, “I’m going to do it right.” So, having devised and built mailbox designs that met both his own high standards and the secure mailbox specifications of the United States Postal Service, Olsen submitted his work to the rigorous USPS approval process. Several months later, he received his reward the right to use the words “approved by the postmaster general.”Steve Christenson, CEO of Identity Theft 911, chose Olsen’s mailboxes to complement his company’s other identity theft defense products only after a long and arduous search. For one thing, Christenson’s company partners with some of the biggest names in the fraud protection area, from insurance powerhouse AIG to credit industry leaders like TransUnion and Truelink. For another, as a member of the fraud protection community himself, he understands all too well the damage that mail theft can lead to and was determined to find a real solution, not just a cosmetic one. “We were determined to offer the toughest and best designed locking mailbox on the market and to make it available at a price that people could actually afford. Fortunately, Rod Olsen shares our goals. We spent months researching this, but it was worth it. We found exactly what we were looking for.”The U.S. Postal Service is undertaking its own prevention efforts including modified locks, security locking bars, and new high-security boxes for use in high-risk areas. The agency also has mailed prevention-tip postcards to residents in Zip codes that have been previously struck and in other high-risk areas in California and elsewhere in the Southwest. The postcards urge residents to watch for suspicious activity, record license plate numbers and descriptions of suspicious vehicles, report thefts as soon as possible, and avoid leaving mail in a box overnight.Red flags and other danger signs….
Read the rest of the Article:
http://www.identitytheft911.com/education/article/idtheft_20040128_mail-01.jsp

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About the Author

http://www.identitytheft911.com
Identity Theft 911 provides one-on-one counseling, strategies, and resources to targets of identity theft. Combining an intense one-to-one focus with a comprehensive nationwide resource network, the company specializes in helping individual and enterprise clients resolve the financial, legal, and emotional fallout from identity theft and related crimes.

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20 Top tips to writing effective surveys

 by: Martin Day

Writing surveys is easy; or is it? The truth is that writing surveys is easy but writing effective surveys is more difficult. The following are twenty tips that if followed will help you write more effective surveys.

1. What is the purpose of the survey?

Surveys are conducted for many reasons. By phrasing the questions and structuring the answers surveys can be used in a multitude of ways and for a variety of reasons. When compiling a survey don t loose sight of its purpose.

2. Title the survey

The survey title is a golden opportunity to instantly summarise a surveys objective and grab the attention of invited respondents. Respondents are going to invest time in completing the survey so make them feel that their investment is worthwhile.

3. Do not make the survey any longer than it needs to be

Every question that is asked should be asked for a reason. Focus on need to know questions and minimise nice to know information.

4. Use plain English, avoid jargon and acronyms, maintain consistency and don t ask questions that may result in ambiguous answers

Care must be taken in wording a question. If a question is not clear then there is every chance that respondents may interpret the question differently to that intended by the publisher making any analysis of the data meaningless or at the very least misleading.

5. Avoid long questions

Try to use short sentences wherever possible. Long questions tend to cause respondents discomfort and can lead to a higher level of incidents where respondents abandon a survey.

6. Ask one question at a time

Avoid confusing the respondent with a question like Do you like football and tennis?

7. Avoid influencing the answer

It is important not to load the question. Should irresponsible shop keepers who sell tobacco to children be prosecuted? is unlikely to have any value.

8. Ensure that the answer format used allows the respondent to answer the question being asked

Allow the respondent to answer how they really feel or they may be less inclined to complete the survey. As a last resort consider the benefit of including a Don t know , Can t say or similar response option.

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9. At the same time that you compile the survey consider, when the survey is complete, how the compiled data is going be analysed

If a question is asked that allows a free text open ended response appreciate that such information is likely to be difficult to score and/or summarised. Consider grouping answers. For example How long have you worked here? - less than 1 year , between 1 and 3 years and more than 3 .

10. Ensure that the questionnaire flows

When asking questions group the questions into clear categories as this makes the task of completing the survey easier for the participants.

11. Target your respondents

In some cases you will want to target a specific group, in others a cross section. If you can t easily control the respondents consider including questions/answers that will allow you to filter out respondents who don t fit your target profile.

12. Allow the respondent to expand or make comments

Allowing the respondent to make additional comments will increase their satisfaction level and will also give valuable feedback on the specific questions and/or the survey as a whole. Remember though for a large sample collection it may be difficult to analyse free text open ended responses.

13. If the survey you are conducting is to be confidential ensure that your pledge is upheld

If you have assured the respondents that the survey is confidential ensure that the individual data is not to be shared with anyone and the information is not going to be used for any other purpose. Confidentiality must be maintained at all times and any identifying information destroyed after the survey is complete.

14. Weigh up the benefits of allowing respondents to be anonymous or identifiable

If your respondents are to be anonymous then appreciate that you will be unable to follow up or match pre or post surveys. However in some cases allowing people to remain anonymous will allow people to respond without possible peer pressure.

15. Give careful consideration to the best response format

It is good practise to maintain a consistency in the format used for responses. Keep in mind that when analysing the data radio buttons are easier to analyse than check boxes that offer the respondent multiple responses. Do not use a check box if a radio response would do.

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16. Give the respondent an idea of how much time the survey will take.

Respondent drop out can occur if the survey appears to be a stream of never ending questions. It is good practise to give an indication as to how long the survey is likely to take so the respondents can choose the best time to complete the survey.

17. Inform the respondents of the survey end date

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Encourage respondents to complete the survey as soon as possible but advice respondents as to the surveys end date so that they have the opportunity to schedule the necessary time.

18. Pilot the survey

Before publishing a live survey publish a small pilot survey to check for questions that are ambiguous or confusing and to ensure that the survey is aesthetically pleasing.

19. Before publishing the survey proof read the survey several times

Check and check again that the survey is grammatically correct and makes sense. If possible get someone else to proof read the survey before you publish, if no one else is available then take a break before checking again.

20. Remember to say thank you

To complete surveys respondents need to invest their time and should be thanked either in a covering letter, at the end of completing the survey or in a follow up letter. You may even want to consider incentives such as a prize draw or reward.

For more information please visit http://www.SurveyGalaxy.com

About The Author Martin Day is a Director of Survey Galaxy a website that allows anyone to create and publish online surveys. For more information please visit http://www.SurveyGalaxy.com Martin.Day@SurveyGalaxy.com

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I don’t like to gloss over the loopholes of ezine publishing tips, you won’t believe. This is all because of the relationship I have with my clients. Truly speaking, I stay in the hearts of my consumers. Once you take care of your customer’s option, customer’s will take care of you for a long time. If you match your ezine publishing tips with the your client’s selection, they would go for your product only. In fact you might promise your consumer for a rare type of ezine publishing tips by launching the product in the market.

How can you suppose to be a hot favorite for your consumers if you make false promises to your consumers. And this is the only way to boost consumer confidence. To accomplish the aim is called success and for that you need to be strict and self centered. Right from the beginning of the day, be in a mood to take every step to reach the publishing objective. Don’t mull over anything else.

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Why worry about Internet access for poverty-stricken people in
developing countries? Because a large disparity in income causes
resentment, which may in turn lead to radicalism and to horrible
attacks, such as occurred in New York, Washington and Pennsylvania.
Enabling the poor to access the Internet may bring them information
to empower them to boost themselves out of poverty and become
confident, productive members of a healthy society.

At the same time that we help poor countries, we may also boost
our own suffering bottom lines.

To accomplish this goal, business people must change their basic
strategy. Instead of thinking of products with more features,
we should concentrate on more access. Several businesses have
already incorporated the switch. You may want to follow.

More Features vs. More Access

For the past couple of years I have been predicting that the
price of a computer would eventually be close to zero. All recent
events in computer technology suggest that this will happen.
Why does it not happen?

The answer is that computer manufacturers and software producers
are making sure it does not happen. How do they do this? By adding
“features”. Periodically they make changes and add “features”
- most of them useless - in order to sell new “improved” products.
Of course, they need to charge you for all this extra “innovation”.

This approach has worked for several “generations” of computers.
But I think we have reached a plateau. People are beginning to
realize that they do not use much of the power available from
Windows 95. Why should they buy a new XP version and spend endless
days trying to learn a new system? The rich market is saturated.

Why not turn our gaze away from the rich and focus it onto the
poor, of which there are billions. Help them gain Internet access.
For this to happen, we need to get rid of all the “features”
and produce a basic, simple device that enables a peasant in
a poor country to access and learn from people all over the world.
The device must be cheap.

The Simputer

India has a billion people, a vast majority of whom live in poverty.
Professors and entrepreneurs at the Institute of Science and
Encore Software, Ltd, both in Bangalore, have developed a device
that they call the Simputer. The Simputer can be used by anyone,
even an illiterate person. It is pocket size. It may be used
to send and receive email and to browse the Internet. It costs
about $200.

To better serve the poor it has

> A Touch Screen - Locally recognized symbols and pictures
may be used to guide inputs by non-sophisticated people

> Text-to-Audio Synthesizer - No need for the user to be able
to read. The text is converted to sound and the messages are
spoken out loud

> Smart Card - Since $200 is too expensive for many, the smart
card has been added to enable several people to share one Simputer

Here are 2 examples of how the Simputer can empower the poor:

> Farmers - It enables them to check on current market prices
for their produce, thus placing them in a better bargaining position

> Health Care Workers - Those at remote locations can easily
look up medical information

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The Simputer technology is available for licensing to individuals
and organizations in other poor countries, in addition to India.
For more information, see http://www.simputer.org.

Future Needs

The Simputer is a good beginning. However, there are 2 main problems
with it:

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1 - Requires Telephone Line - In many poor countries this is
a big obstacle because of an unavailable, flawed, or expensive
telephone system. We need a way to use wireless to connect to
the Internet

2 - Too Expensive - At $200 it is too expensive. The smart
card helps. But we need a much cheaper device. I think a device
as good as Simputer, but with wireless access could be sold for
less than $50.

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We need not confine ourselves to computers. Helping increase
Internet access may be a good philosophy to follow for other
products and services.

Let’s use our imagination, not to build toys for the rich, but
to enable the world’s poor to live a better life. This will bring
both political and economic dividends to us all.

About the Author

Paul -the soarING- Siegel is a provocative Internet speaker and
author of HELPFULNESS MARKETNG, an ebook stressing learning,
cooperation and community. Learn about it at http://www.learningfountain.com/.
Subscribe to newsletter, LearningFOUNT, by sending blank email
to: mailto:LearningFOUNT-subscribe@topica.com.

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Microsoft Great Plains: Dexterity vs. eConnect FAQ

 by: Andrew Karasev

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Microsoft Business Solutions Great Plains, former Great Plains Software Dynamics/eEnterprise was originally written in IDE and programming language Great Plains Dexterity. Currently Microsoft is on the way of transforming its ERP applications: Great Plains, Navision, Solomon, Axapta and MS CRM to be better integrated and fit into the future of its .Net platform. As a result we see new development tools: eConnect, Extender, etc. These tools should probably succeed Dexterity in the long run. From time to time we see complications on this way for example on recent MBS worldwide conference Dexterity Source code partner program, closed several years ago for new partner, was tentatively promised to be reopened. In this small article we would like to answer on the typical questions we are getting from IT strategists and lead developers.

eConnect Overview. This SDK tool, which addresses existing and creates new Great Plains objects: Master Records (Customer, Vendor, Employee, Account, etc) and work documents: Sales Order, Invoice, Purchase Order, GL transaction to name a few. This is excellent tool and is very popular among web developers it was originally created for eCommerce programmers who wanted to deploy Great Plains as back office/ERP/Accounting.

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eConnect Limitations. First of all we saw numerous clients, who were disappointed in the fact that eConnect can not automate posting and SOP Orders transfer to Invoices. You should understand the rules of ERP system first you create so-called work documents: quote, order, invoice and then you post it documents should be approved for posting and this should be done through standard ERP fat client interface, not eConnect or other standard integration tools. Second important limitation if you have dexterity customization eConnect can not address custom logic it works with standard Great Plains objects only. We understand that this is difficult to foresee when you ask questions to your Microsoft Business Solutions VAR, and also that each ERP has specifics you need to know: say Oracle Financials world has its own must-know bells-and whistles when you work with specific large ERP you should invest a lot of time in analysis and decision making.

Dexterity Overview. Dexterity itself is a shell/IDE/programming language written in C back in earlier 1990th. You probably remember old-days-believe that C will secure database and graphical platform independence, plus it will direct you to the way of computer platform independence. But the matter of fact is Great Plains Dexterity dictates the rules of customization each GP custom-logic table must be created in Dexterity to be viewed via GP standard interface,

Dexterity Limitations. Of course Dexterity is kind of legacy IDE and it was created in the days when nobody could predict internet and thin clients future. So you can not use Dexterity in your web application, you have to stick to stored procedures or eConnect.

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About The Author Andrew Karasev is Chief Technology Officer at Alba Spectrum Technologies ( http://www.albaspectrum.com ) - Microsoft Business Solutions and IBM Lotus Domino Partner, serving corporate customers in the following industries: Aerospace & Defense, Medical & Healthcare, Distribution & Logistics, Wholesale & Retail, Chemicals, Oil & Gas, Placement & Recruiting, Advertising & Publishing, Textile, Pharmaceutical, Non-Profit, Beverages, Conglomerates, Apparels, Durables, Manufacturing and having locations in multiple states and internationally help@albaspectrum.com

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Everyone is looking for that magic formula that will propel his or her web site to phenomenal success. Sooner or later, most people give up their search for this mythical online marketing secret and accept a mediocre level of online business performance that they know deep in their hearts is not what it should be. But a few people discover the secret. As you now will.

The secret is that there is no super-duper secret method of marketing that will get you all the success you dreamt of. But there is a formula which when done in totality, without taking any shortcuts, will multiply your online business success many times over whatever it is now. The ingredients of that formula consist of very basic and low-cost tasks that I am sure you have heard of before but ignored or applied partially, as most people do. The ’secret’ is that you have to apply all the methods correctly and in totality. And you should spend 80% of your daily work time doing this (or get someone to spend 80% of their time doing this for you). This article might disappoint you initially because it pretty much talks about what you have heard before, but please read through it and you will be glad you did. It shows you the right way to use that ‘old’ knowledge for great results. These results may not instantaneously come crashing through in a few short days, but they will solidly build over a few weeks and months to create a large stable and permanent success base.

Before we look at the methods, let us briefly take a look at some items or tools you need to gather for use. You need a collection of:

1. Signature files - these are simple text files, the electronic equivalent of your business card and should be no longer than 8 lines long. They carry your contact details and a quick intro to your business. Make a few different ones and append one at the end of your outgoing emails and postings. You can also use them to track the source of inquiries resulting from your postings and emails.
2. Blurbs - short one-paragraph text pieces about your business or related topic that you can post or paste to emails when required.
3. Reports - these are the longer version of blurbs, detailing your business or any other related topic. Post these to selected places on the Internet and provide them whenever required.
4. Newsletters - for a wide variety of reasons, it is very important that you start your own newsletter and work at getting subscriptions. There is a lot of information on the internet about how you can start, grow and manage a newsletter so I wont get into it. The only idea I would like to give youis this: actively ask your current subscribers to forward your newsletter to their friends. Offer a free gift that has true value to those who forward the newsletter to 20 friends. That will get you amazing growth in newsletter subscriptions and sales! You can start one free at www.listbot.com.
5. Banners - make sure you have professional quality banners of different sizes. My favorite place to get custom professional banners at an affordable price is www.buyabanner.com.
6. Press Releases - create professional press releases for everything about your web site, from new product announcements to site changes. Post them in appropriate places on the Internet and to press release services.
7. FAQs - Frequently Asked Questions files. Create a few of these about your industry or any other related topic. Make them in a question-and-answer format and post them in appropriate newsgroups and email them when necessary. They should not be blatant advertising of your products but they should have your signature file at the bottom and maybe a ‘Created By…’ line at the top to get you the recognition. A well done FAQ can find itself copied all over the web and referred to by thousands!
8. Autoresponders - if appropriate for your business, it can be a great idea to get a powerful autoresponder that will be able to read incoming email and automatically and instantly send out information files and answers that are appropriate to the query. That way you can manage thousands of email inquiries on time without any effort. Find one at www.web-source.net/links/.
9. Articles - write a few good articles every so often that are related to your industry. Contribute these for free publication in various ezines and web sites (make a list of a few hundred sites and newsletters that can take your article). This is one of the most effective tools in your arsenal as it reaches thousands at one go, grabbing their attention for extended periods of time. The article should not be blatantly marketing your business, but at the end ofit you should have your signature.

Now let us look at the methods that build success. Basically it works this way: apply the above tools to each of these methods frequently, daily where possible. It’s that simple, but remember the key point here - frequently, all the methods, daily where possible. All the statistics below are taken from the GVU WWW User Survey of October 1998 (http://www.gvu.gatech.edu/user_surveys/).

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Incoming links
88.3% of people find new sites through links on other sites. The smart way to approach this is to start a good affiliate program that pays a commission to people linking to your site for sales, leads or clicks. I highly recommend that you get any of these three affiliate program management companies to run yours: LinkShare.com, BeFree.com or CommissionJunction.com. These are the leading ones, with Link Share being the biggest and most well known and CJ being the most affordable but significantly smaller. The advantage of going with Link Share, for example, is that your total affiliate program will be run by them including check writing and reporting. You will get immediate exposure to over 1 million affiliates who use them, many of them immediately starting to promote you, and people will believe in your affiliate program because of the reputation Link Share carries. So with your affiliate program in place you can now contact the webmasters and site owners of heavily trafficked sites in yourindustry - resource sites, sites selling complimentary products, directories, newsletters, clients, even competitors - you would be surprised at what you can get! Offer them a special affiliate commission package (with Link Share you can customize your commission rates). Give them banners and promotional text. Maybe even offer a small discount to their clients - that will help them promote your products. Make a contact list of as many sites as you can daily and contact them and follow them up until you get the deal done. Start with a few hundred. All they would have to do is recommend your products or site to their customer base by placing your links, banners and reviews on their site and newsletter or mailing list. It is a very easy job for them, but one that will earn them a guaranteed commission of 10 - 20% through an affiliate program that they can trust. Considering that some sites have mailing or customer lists in the tens or hundreds of thousands, plus online visitors, this will work very well. Again,use your tools here to the maximum effect.

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Search engine and directory positions
84.8% of people find new sites through links on other sites, but in terms of sheer numbers, this is the leading provider of traffic to most sites. Note that it says ‘position’. A listing on a search engine or directory doesn’t count for much, unless it is positioned well in the eyes of search engine users. Otherwise a search engine listing just gets lost among the millions of other pages on the engines. Only the top 10 to 30 links returned for any given search count - the rest is almost always ignored. Positioning is the easiest and most affordable yet most evasive and misunderstood method you can use. There is a lot to learn about this, especially if you want to do it manually. But lately there a few good software packages you can use to avoid the hassle and get positioned well quickly and safely. Two popular packages include PositionWeaver (www.positionweaver.com) and WebPosition (www.webposition.com). For most sites, the search engine traffic makes or breaks their success and it is very important to know how to work well with them. Using software tools, you should be spending some time every day tracking, improving and managing your positions.

Friends
64.7% of people find new web sites through friends. On your site, make it easy for people to recommend your site, product, page, special offer, or article to their friends. Add some scripts that make it a one-step process at any page for the visitor to enter their friends email addresses and send a quick but effective recommendation. Make a nice letter that will go out with the recommendation. If you want advanced features in your recommendation feature, use a customized CGI script. To get many more recommendations, offer the person making the recommendation a chance to win something for his or her effort. You can use www.recommend-it.com or find a script at www.cgi-resources.com. This is probably the only method that doesn’t require your daily or frequent review and attention.

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Printed Media
62.6% of people find new sites commonly through the print media - advertising, press clips, articles, whatever. Identify magazines, newsletters and journals around the world that could have an appropriate audience. Then give them your articles, reports, blurbs, etc. build a database of journalists that you contribute these items to. Send out press releases to publications and writers. Use a press release firm for best effect. Again, this is a method you should be doing something about very frequently. If you have the budget, you can also do display and classified ads where appropriate.

Newsletters and Mailing Lists
These are really underrated, yet so effective. What you need to do is find as many lists and newsletters as possible that are related to your business. Yes, that will get you a lot of email every day but it is worth it. Read the postings and respond to them when you can, preferably daily, using your blurbs, signatures, FAQs and articles. Many lists have thousands of subscribers and by becoming an active contributor to a number of them you will be getting exposure to thousands of focused prospects for free - very powerful yet underrated. Make sure you do not become overtly commercial in your postings - just let your signature do the work of directing the reader to you for business. Your actual posting should be a helpful bit of information, not advertising. You can find lists at www.listz.com and Yahoo.com’s categories.

Newsgroups and Forums
Newsgroups are under-estimated by most. Yet over 20% of Internet users use them at least once a week. Forums are like newsgroups, the most popular being the forums on AOL and CompuServe. Subscribe to all the newsgroups and forums that are related to your industry. You can find them at www.deja.com, www.listz.com/news, and by joining AOL and CompuServe. Read new messages regularly, daily when possible, and reply to them using your arsenal of signatures, blurbs, reports and FAQs. Just don’t be overtly commercial in your postings.

Other Things You Can Do
There are obviously many other ways you can promote your online business. You can learn a lot of tricks by visiting successful sites and seeing what little gimmicks and techniques they are using and copying them. Depending on your budget, industry and audience, you can get into banner advertising, offline advertising, promotions and contests, coupons, selling through auction sites like eBay, classified ads on AOL and CompuServe, sponsorships, and much more. You might want to buy some good books at Amazon.com on online marketing for a thorough look at many of these techniques.

The Bottom Line
The Internet is a complex place and concentrating on just one marketing idea will not get you any long term, huge gains. Your best bet is to follow the time-proven strategies we have talked about in their totality, daily. And this marketing should consume 80% of your daily work time (or get someone to spend 80% of their time marketing for you). I guarantee you that if you spend this time daily enjoying yourself as you get into the things we have talked about, your traffic and online success will grow to amazing proportions! It is a time-proven ’secret’ success formula.

About the Author

David Gikandi (support@positionweaver.com) is CEO at SearchPositioning.com (http://www.positionweaver.com).

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