You are not limited to the written word.  Your e-book can contain anything that can be delivered over the internet and that’s a multimedia anything.  It isn’t just text in the form of a mini-book or report.  It can also utilize audio and video.  Below are some of the options available.  Take your inspiration from the suggestions and create something that best represents your product.

        ●  Prepare a recording of you with instructions on how to achieve some desired outcome.

        ●  Record someone interviewing you with questions you’ve prepared in advance that demonstrate your value as a resource.  Relax and enjoy the process.  Your presentation will come across with you as someone who they can relate to.

        ●  Shoot a video of an interactive demonstration of how your product works.  It can be the next best thing to satisfying someone’s need to seeing and feeling an object before they purchase it.

        ●  Record, either audio or video, of you interviewing an industry expert.  The expert benefits from the additional exposure and the “expertness” rubs off on the visitor’s   perception of you.

        ●  Write that e-book that you will eventually offer for sale and pre-release free “review” chapters.  Whet their appetite for the full story offered in your e-book.

This is a very short list.  There are as many ways as you can imagine to distribute professional-looking information products to impress your potential customers.  In the meantime, you are capturing the contact information of everyone who reads your e-book, listens to your recording or views your video so you can follow up on those leads.  Emailing to the list you build will be a vital part of your marketing plan.

-Pat

Whether you are setting up your website yourself or outsourcing the development, develop a site diagram.  First time ever doing this?  Do your best.  It will greatly help you to see where you are going and what you expect from your website.  It will also provide a visual to hand to your site developer so you get what you want. 

Content and Organization

Your first concern is site content and organization.  Organize your site to capture your visitor’s attention and deliver the content that answers their question.  Here are some planning tips to guide you.

●  Put your most important information on your home page. You did the research and have a pretty good idea of the questions and problems your visitor wants to solve.  Make sure your content draws them in, whets their curiosity and gives them a taste of what you know. 

●  Plan for links off the home page in order to provide more information and details about yourself and the services you provide.  You will definitely want a link that goes to a page about you with a photo.  Planning a blog?  Map that into your plan.  Have some additional products in mind?  Put those into the site plan also.

●  Divide your site into sections and fill each of them with good, solid content.  No blathering around the subject.  Answer questions and over deliver on information.  This alone will recommend you highly to your potential client.

●  Will your clients be coming to a physical location?  Include either a map or a direct link to one of the map services, i.e. Google or Yahoo.

●  Develop a site navigation system that helps visitors find what they want quickly and easily.  You might want a left-side menu and/or a right-side content search.  Tabs at the top are easy to understand and use.  A well-organized site speaks well for you and suggests that you run a well-organized company.

 Appearance

A professional looking website is key to the success of your business.  Today’s visitors are more visual than ever and are drawn to a quality look and feel that reflects your company and brand.  Go for the emotional response you want and use it, along with your logo and look of your sales tools, to direct you to the best colors and layout.  Stay light, clean and understated.  Nothing heavy or busy, no all black backgrounds.  And, leave off special effects that slow the loading of your site.

I know I need to connect with people.  Just being with them can spark creative ideas for me whether we discuss business or not.  One of the ways I make time to meet with people is by attending seminars where the subject matter and the attendees are going to be like-minded business owners. 

Recently, I was speaking with Lynn Pierce about the 6^th Annual Women’s Business Empowerment Summit which she is presenting July 31 - August 2, 2009 in at the M Resort in Las Vegas, NV.  And men, you are also invited despite the name.

On your way to the top? 

Dr. Fern Kazlow, The Power Connection Doctor, is speaking about Power Connecting Your business, Branding & Social Media.  Take advantage of Lynn’s experience establishing her very successful businesses.  Nothing is left out.  No secrets held back.  Business building information is presented in complete, understandable packages.

Hone your skills at business building and fine tune your vision and wealth attitude.  All this and more is packed into the three days.  Additionally, you have the opportunity to network with other attendees for friendships and joint ventures.

Dave Lakhani, Bold Approach, says of the Women’s Business Empowerment Summit, “…impressive and unprecedented event with the connections and amount of learning along with line-up of speakers lead to more breakthroughs than I’ve seen at any other event.”

Are you interested?  Lynn is limiting the Summit to 150 attendees so everyone has an opportunity to get their questions answered.  Claim your seat now.     

Business Owners Connect at the Women’s Business Empowerment Summit

See you there,
Pat

Here’s a bit of background about registration.  Since 1998 all domain names have been held in the ICANN registry as a central place to coordinate registration and develop policy.  When you purchase a domain name you do so with an ICANN accredited registrar. 

You can choose your registrar a number of ways.  Recommendation of a friend or webmaster, reputation for customer service and cost.   There are many registrars, a few of which are GoDaddy, Network Solutions and 1and1.   I use GoDaddy.com because I get great customer service.  The company and the service department is based in Arizona.   And, just to be open about this, if you choose to click on the link at the end of this post I do benefit.

The process at the domain registrar is fairly easy to follow.  Generally there will be a space for you to put in your domain name and select a preference for .com.  Then you click where directed to find out if the name is available.  If yes, put it in your shopping cart and go back and get the rest of the names you on your list.  If it’s a no, put in your next choice and hope for a yes on that one.  Often the registrar will offer suggestions.  Evaluate the suggestions with the same set of criteria you used to develop your list of domain names. 

Good luck on getting your perfect domain name.

WORD OF THE DAY:  URL   URL is the abbreviation for Uniform Resource Locator.  For our purposes we are concerned with the portion of the URL called the resource name.  The name we type into the address bar has two portions.  The first part is called a protocol identifier and tells the browser how to get the particular address.  You will see something like  http://    The second part specifies the IP address or domain name where the resource is located, i.e . yourname.com

Pat

Domain Sale! $7.49 .com at GoDaddy

Your website domain name needs to be memorable and relevant to your business.  The more your domain name reflects your business the easier it is for people to remember and get to your website.  Choose a descriptive name.  It should tell your prospect something about your business and what they can expect when they visit your website.  Use your branding research to guide you in your choice.

Choose a name that is unique and distinct from your competition.  Take time to make sure the name has longevity, a lasting capacity.  You will want to be comfortable with the name for a long time.  Changes later can be costly and result in a possible loss of business.  You will be building brand recognition around your domain name. 

Use your keywords in your domain name.  The search engines appear to give preference to keywords that are also found in your domain name.  Whatever you choose, make sure it is easily understood.

.com is the preferred form of domain name.  It is the easiest to remember and most commonly used.  You eliminate the confusion that may result from another form i.e. .net or .org

Think of your brand name, your website name and your domain name as being the same.  Your brand name is the first thing people will try in their browser.  It’s easiest for them to remember and ties in with your product advertising.

If you can’t get the name of your choice, go for a domain name you can get and change your website name to match the domain name.  i.e. your website name is Pat’s Poodles  - patspoodles.com is gone  You can get poodleparlor.com.  Make your website name Poodle Parlor. 

An alternative is to purchase the name from the current owner.  You can get their contact information at whois.com  You will likely pay a premium for the domain if the owner is willing to sell.

My name as my domain name

Does your market research suggest that you have the name recognition to use your name as your domain name?  Are you a celebrity in your field or do you have a body of work that you wish to bring under one umbrella?  You make a commitment to branding yourself when you use your own name for your domain name. 

By all means purchase a domain name using your name if it is available.  It will always be there for you to use later. 

Other considerations:

        Short is better - Generally a shorter domain name is better.  It is easier to remember and faster to write or type.  Aim for a maximum of 19 characters if you can.  However, don’t sacrifice description or keywords for the sake of brevity.

        No numbers - realestate4you.com can be mistaken as realestateforyou.com  You want people to understand what you are saying without explanation.

        No hyphens or underscores - they are easy for people to forget when typing your domain or passing it along as a recommendation.  That said, you may use if the non-hyphenated form is no longer available and you want those keywords in your domain name. 

        No plurals - use plurals only if you can get both the singular and the plural.  i.e. website.com v websites.com  That way a competitor won’t try to get your business with a name that closely resembles yours.

        No “the” or “my” forms - the domain name registrar will suggest alternate form if you can’t get what you want.  If you do decide to take “my” and “the” forms, make sure that you always promote your site with the full form of the name or people may forget to put it in.

        No generic names - these are too broad and don’t tell people what you offer.

WORD OF THE DAY:  Keywords  A keyword is a term used to find documents in an information system.  When you type a word or “keyword” into a search engine it looks for sites that have information on that subject.  As a web marketer you choose to emphasize the keywords in your domain name and your copy that people will use and the search engines will pick up

 Your domain name is critical to the success of your business.  Choose wisely.

-Pat

Your consumer isn’t everyone.  You know who she is and what she wants.  The product or service you offer is designed to meet her specific needs.  For example, instead of selling women’s fashion online, you could sell bridal wear to upscale brides looking for designer name sophistication.

I don’t know about you but I’m on the internet regularly comparing prices between different websites as well as brick and mortar stores.  So is everyone else.  You don’t want to compete on price.  You want to communicate benefits and value to the consumer.  

The more tightly you target your product or service, the less you become like the competition.  Remove price as a factor and it is easier for you to emphasize the benefits of your product and your high quality of service.  In doing so, you build brand recognition and equity. 

WORD OF THE DAY:  Niche   A niche market is a subset of a larger market.  It is the focus on a specific product having features and benefits that satisfy specific market needs or consumer wishes and desires for quality and benefits.

-Pat

Allows the Business Owner to Make a Good First Impression

Think of the Internet as your new community.  Before you put up that first page it is critical you analyze your audience, your competition, your industry and yourself.  

Audience:  Who are your targeted visitors?  What do they expect to find on your webpage and are they internet savvy?  Maybe your potential customer requires some education about your product or service before they purchase.  Will your best appeal be emotional, intellectual or a combination?

Competitors:  Who are your competitors and how do you beat them without imitation.  Consider their domain name, the appearance and color of their websites.  Choose a distinctive name and appearance that cannot be confused with another site.  Emphasize what makes you a better consideration than your competitor. Industry:  What are the trends in your industry?  You stepped onto an international stage with your website.  It is time to take a broader look at history, as well as current and future trends.  Be prepared for changes in markets and technologies to happen faster on the Internet than in your local market.

Self:  How do you present yourself?  Is your approach formal or more casual?  Your website design and copy reflect you and your business personality.  Use it to communicate your brand visually and “verbally” to your visitors.

Thank goodness for the internet.  Finding this information is so much easier today than when we were limited to the library and calls to industry associations.  I will be continuing this conversation in following blog posts.  Look forward to seeing you.

WORD OF THE DAY:  Domain name  For the purpose of our definition I am covering registered domain names, or simply domains.  The main purpose of the name is to provide a recognizable address on the internet where someone can expect to find your website.  Users try to purchase a name that incorporates a word that identifies their business.  The most common names use the .com

-Pat

First you have to establish a relationship with people.  They want to know if they can trust you.  Look at it this way.  You just met someone at a party.  You shake their hand and then chat a bit to see if you have something in common.  The optin incentive is your opportunity to chat.  Use your incentive to…

Introduce your business and win credibility

Your incentive offer should be a gift that has value.  Lots of value!  It needs to relate to the reason people are visiting your site and offer specific benefits.  You want to give visitors a reason to return to your website and look forward to your emails. 

What kind of offer is irresistible enough that people are willing to give you their name and email address?  The list that follows is only a sampling of what you might create: free newsletter, information-packed ebook, an audio, graphic or video mini-course or other downloadables.  You might have a members-only forum or discussion group or a contest to win a free product (not your primary product).  Are you beginning to get some ideas? 

Make the offer very specific to the wants and needs of your potential customer so you build a highly targeted list.  The incentive should be something you can maintain without an extensive time investment on your part.  It can be prepared by you or outsourced.

WORD OF THE DAY:  Browser  A browser is a computer software program that displays the websites or documents you want to see.  Examples of browsers are Microsoft Internet Explorer, Mozilla Firefox, Apple Safari and others. 

Have a great day!

Pat

Allow the business owner to stay in touch with list members 

There are companies, such as Aweber,  who provide programs and services that let you automate your communications.  The options are extensive.  A list can be set up for new subscribers, another for customers and another for local clients.  You write the emails and set the timing and frequency. 

How about the subscriber list?  This list is a candidate for a regular series of email.  You write the message and set the code of the autoresponder to time the sending of the email.  Write several emails at one sitting and program them to go out on a set schedule or write one as needed.  Your choice! 

How to reach your customers?  Put their email on a different list set up to send them messages about their product and how to use it.  Maybe a series something like this:  1) Thank you for your purchase.  2) Instructions on how to download or use the product.  3) Asking if they have any questions 4)… you get the idea.  It all happens automatically.   

Local customers?  Make sure there is an option for them to put their email on any forms you have them complete in your office.  Or, take the email at the point of sale at your location.   Let them know you will be announcing  coupons and promotions via email.  Everyone likes special treatment.   Let your customer know you want to keep in touch with the latest news about your specialty and your practice.  Gone are the days when you had to mail out cards when you moved or added a new service to your practice. 

You only have to write the emails you develop for your autoresponder once.  Entering the information is pretty easy.  Companies like Aweber have taken care to give good, clear instructions for you to follow.  Tech shy?  Have someone do this part for you. 

Are you beginning to see how your website expands your circle?  It’s kind of nice to have it happening in the background while you tend to daily business.  

WORD OF THE DAY:  autoresponder   the autoresponder is a program that automatically answers email with preprogrammed messages.  Its answering capability is also incorporated into the electronic mailing list software that I have been describing.  It allows marketing to be automated for posts, subscriptions, unsubscriptions and other list activities.  The customer pays a monthly usage fee.  Access to the service is through a web-based control panel where the marketing functions can be set up.

Pat

Allows the Business Owner to attract and cultivate new clients

Think of your list building activity as creating a community.  Someone who has signed on to your list wants to hear more about you and your product.  They see you as someone have something of value to offer to them.  Your business benefits from building these relationships so people feel they know you.

When someone opts in to your list they are giving you permission to send them emails.  This is your opportunity to stay in touch by sending emails to them on a regular basis.  The email isn’t a formal affair or a blatant sales pitch, both of which will lose you list subscribers. Instead, write as though you are chatting to a friend.  Share a story or a testimonial.  Discuss something that relates to or impacts your business.  By the time you do send a recommendation or a product promotion, you will have built credibility with your list members. 

This works even if you have a local business.  You never know when a subscriber will come to your area or recommend you to a friend who is traveling to your town. 

WORD OF THE DAY:  Optin  Have you visited a website that has a box where you are asked to put in your name and email?  This is the optin box.  Often the website owner will offer you a report or some other incentive to fill in your information.  You’re now on their email list.  You have agreed to receive their emails until you request that you be taken off the list.

There are two kinds of optin.  The single optin is complete once you have entered your information and clicked the subscribe button.  The double optin requires that you go to your email box.  You will be asked to click on a line confirming that you want to be on this list.  The double optin is a way for you to control spam email.  It assures the website owner that you really do want to receive their email.

I hope you are enjoying these blog posts.  If you have a subject you would like me to cover, please take advantage of the comment function and ask me.

Pat