THE TEN COMMANDMENTS OF INTERNET MARKETING - PART ONE by Craig Lock
"Give a man a fish and you feed him for a day; teach him to use
the Internet, and he won't bother you for weeks." - anon
Introductory Thoughts:
I hope that the following article based on our experiences may be
informative and/or helpful in your online marketing.
A successful online business isn't built overnight; but is the
result of many late nights. If anyone says that they can teach
you to make a substantial amount of money without hard work,
realize they are talking through "a hole in the head and are out
of their trees".
After five years doing it, here are my TEN COMMANDMENTS setting
out how to conduct business online (in spite of the recent demise
of so many "high-profile dot-bombs"- ready availability to large
amounts of capital, I believe, can be a big disadvantage to the
small/home business cyberentrepreneur):
Now time to "get straight into it"...
1. Understand that technology should help you achieve your
business and personal goals. It is merely a tool to move you
forward with your vision: a "means to an end" to HELP and enable
you, rather than being an end in itself, (or perhaps even be a
disabler to "untechnos" like me). So make modern technology work
to it's highest potential for you and your business. Spend time
learning about various computer programmes and applications (hard
though it may be for the 'technically challenged'). Then "use it
repeatedly , so you don't lose it!" Accept that the vast majority
of www. users are not "technofreaks" (like my "geek associate",
Bill) and have great difficulty learning new computer procedures.
Well, I certainly do (just ask Bill)!. However, by making a
conscious effort and with discipline and effort the habit
ingrained makes it easier and easier, as your confidence grows in
leaps and bounds.
2. Don't take the competition for granted...and don't "knock"
them. Never ever! Accept that no business can be the best in
every facet. The convergence of computer, media, entertainment
and communications means the underlying structures of the
computer world will change rapidly and soon... or so my
"technogeek" associate, Bill (not Gates) says. The
TV/computer/music center is not far away, I hear.
The net is a world wide market-place, so don't be too zenophobic
(now that's a really big word, that I tried very hard to bring
in). I think many Americans (and New Zealanders too) think that
theirs is the only country on earth in which to trade and is the
centre of the world... and we're nearly falling off the bottom
near Antarctica!
However, we can all compete fairly ("fairly") against the
competition by transcending international boundaries on a "global
level playing field" - whereby even the "little guys" can take on
the big corporations around the world (except for their massive
marketing budgets, of course!) . It may mean adjusting your
marketing efforts to take into account some cultural differences
(like my rather 'weird' sense of humour, or different spelling -
although it's the same English language). However, I believe
people around the world have more in common than their
differences. Common aspirations, eg. security, to do their best
for their children, etc. Enough philosophical digression,
Craig... and back to your point...
Here in "Sleepy Hollow" (with one of the highest unemployment
rates in the country) in little provincial New Zealand near the
bottom of the world, we sell our various products around the
globe in response to customer needs.
3. Consolidate your business by focusing on what you do best.
Don't try to be "all things" to your customer, nor try to offer
too many products. Concentrate on perfecting and marketing your
"best sellers" in your CORE business activities. That is the area
which produces the most profitable results for your organization.
(remember the "80-20 rule" - 20% of your activities produces 80%
of your results/profit and vice versa!). For us it's creative
writing courses.
Define your "USP" (or "unique selling proposition") - a "fancy"
term loved by "those marketing types". What is the key, that
makes your product or service really special?
Now for one rather more philosophical...
4. Honour your parents, your teachers and your communities and
especially your family. Family is most precious of all and strong
and stable family units make for a strong and stable country.
Parenting, I believe is the most noble occupation of all - and
parents want their children to be safe on line, so supervise them
closely. Teach them responsibility in internet usage... so they
don't push your telephone bill sky high (as my dear boys do - but
then that's the price of having and educating children - a tax on
sex!). Teach your children well (as Crosby, Stills, Nash ... and
Young used to sing so melodiously) and wisely. Let them learn
that the net is a great EDUCATION tool for the present and the
future and they could be learning "practical skills on the job"
and preparing for a future technological career.
5. Do not send spam (sending masses of unsolicited e-mail) -
under any circumstances. You are likely to be cut off by your
server. I find it rather irritating receiving "mountains" of spam
and simply delete all unsolicited e-mail selling products and
services... and wouldn't you do likewise; because it just
clutters up your mailbox?
Craig Lock
Visit Craig at http://www.craiglock.com
===============
Craig has had six books published on various subjects with
another 12 manuscripts being published and marketed on the
internet. Craig believes in the great potential of every human
being in the journey of life and loves to encourage people to
share their individual (and guiding) spirits, so that they become
all that they are CAPABLE of being.
End Of Part One (Part Two to follow)
More articles on ONLINE-ADVERTISING
The Ten Commandments of Internet Marketing - Part One
The Ten Commandments of Internet Marketing - Part Two
The First Steps to Getting Noticed on the WWW - the Vast and Unchartered World of Cyberspace
Cheap Advertising Methods That Work!
Misconceptions and Lessons of Advertising Your New Business
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