Internet Tip of the Week
by Bob Osgoodby
by Bob Osgoodby
Today is Saturday, November 12th, 2005
It is 316 days since the first of the Year
There are 49 days left in the Year, and
There are 42 Days Until Christmas
Today is... St. Lebuin's Day (patron of the dying)
On this day... San Francisco's Bay Bridge opened
(1936)
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In this Issue
** Internet Tip of the Week by Bob Osgoodby – The Good From The Bad
** In the News – New Service Cracks Passwords
** Featured Article – Business Names Do Matter, Norm Brodsky by Marcia Yudkin
** Biz-Tips by Dr. Kevin Nunley – Grow Your Practice On The Internet
** Humor to Start the Weekend – Military Time
** Feedback – Rant
** Something to Think About by Jan Tincher
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Welcome
Welcome to our new subscribers, who have joined 44,000+ other business savvy onliners. We hope you enjoy our weekly Newsletter. If you have a favorite "Tip" that would be of interest to our subscribers or an article that would be of interest, please send it to: articles@adv-marketing.com
The Good From The Bad
by Bob OsgoodbyWe could all take a lesson from children. As they are growing up, and learning right from wrong, they are constantly testing to see what they can do, and what is not acceptable. I see hundreds of ads everyday on the web, and while there are some good ones, most fall into the "ho-hum" variety, and some are downright awful. Now this isn't bad, if they are testing to see what is going to work, and what isn't.
Many put up an ad with no idea as to whether it will produce or not. They let the same ad run for a period of time, and wonder why they didn't get results. They then do one of two things.
They either blame the publication for not generating business for them, or give up entirely and go out of business. Others will run an ad once, and when the world doesn't beat a path to their door, they react the same way.
It is a proven fact that an ad must be seen five to seven times before someone can be expected to take action. If your ad is targeted to your market, and you are not getting responses, the odds are you have a "crummy ad". It is not then time to quit or blame the publication. It is time to change the ad.
All successful marketers have one thing in common. They are constantly testing the effectiveness of their ads. One of the most successful that I know, almost always runs more than one ad in the same or similar publication at the same time. You could put the ads side by side, and not realize they were from the same person for the same thing. She lets each ad run five times, always keeping careful track of the drawing power of the ads, and keeps the strongest and changes the weakest.
Mechanically, her method is really quite simple. She uses a different email address in each ad, and a different website address as well. Both websites are exactly the same, but have different URL's. She got her websites from a low cost web space provider where she not only reserved the name of her site, but got web space as well for less than the cost of her ads. There are several low cost web space providers. You really should go with the one that meets your needs at the best price.
Don't fall for the "hoopla" that you get "jillions" of characters of online storage for a few bucks more. You don't need all that room. I have dozens of web sites, and they are all under 50MB of storage. Capabilities being equal - price is boss.
She uses a popular ISP, but doesn't use that address in her ads. She feels, and I agree, that an ISP email address does not conjure up a strong "business image". Your choice of an ISP is important if you hope to do business on the web. Be sure yours provides an industry standard POP3 email capability. While AOL is great for many things, it does use their own proprietary email system, and isn't, in my judgment, the best choice for running a business.
She got a POP3 email address with each of her web sites, so she uses those. She also uses a different email address on her web sites - most web space providers give you unlimited email aliases. She then installed the Eudora email package with a different folder for each address she uses. When she gets an email, which was sent to one of those addresses, she has Eudora automatically file it in the appropriate folder, and send an immediate response. This lets her prospect know she got the message, but more importantly, allows her to track which ad it came from. If the email address was one of the addresses in her ads, she knows which one. If it came from one of the web sites, she knows which ad sent the prospect to that site.
But what has happened here? A quick count of the emails in each of the folders reveals which ad is pulling, and where the prospect is coming from. Now, remember the unlimited aliases, she got with her web space. If she is going to try to test the effectiveness of several publications, she simply uses a different alias for that ad in each publication, and sets up a separate folder in Eudora for it.
There are other ways of course to track the ads by forcing the subject in your email address, and having a different subject for each ad. The cost of web space however, and email addresses has come down so much in the last few years, that having separate email addresses is most likely the easiest way to track the results of your ads, and present a professional image.
You must test, test, and retest your ads. If you do, you will find the winning combination, separate the good from the bad, and realize the power of the web.
FYI -----
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If you submit a FREE ad to our web site, you will receive a confirmation when it is received, and also be notified when it is posted to the web. Ads are normally placed on the web on Thursday morning. Confirmation that your ad was received is no guarantee that it was placed on the web. If you submitted one, you will receive a notice on Thursdays that they have been posted. Check your ad on the web to be sure it is there, and is correct.
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This program costs an outrageous $1 per week. There is a 13 week minimum.
In The News
New Service Cracks Passwords
Three computer hackers have set up a Web site that offers access--for a fee--to so-called rainbow tables, which are said to allow cracking of most passwords. Computers use codes, or hashes, to conceal user passwords.
The creators of the RainbowCrack Online Web site spent two years generating hashes for virtually all possible passwords and storing them in vast tables. With the tables, breaking a password becomes as simple as looking up the hashes and working backwards to the password. Developers of RainbowCrack said the service is not intended for malicious uses but as a tool for network administrators to improve the security of their systems. Security expert Bruce Schneier disagreed, saying he doesn't see any "legitimate business demand" for the service. Philippe Oechslin of Swiss firm Objectif Securite said that system designers can easily incorporate elements into password schemes that add sufficient complexity as to make rainbow tables ineffective in cracking passwords.
Schneier said that although such changes are not difficult, very few systems are designed to use them. "A lot of systems are weak," he said.
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- 1/14
Business Names Do Matter, Norm Brodsky
by Marcia YudkinIn the November 2005 issue of Inc. magazine, Norm Brodsky wrote: "Your company's name plays little, if any, role in determining your success."
He's absolutely right that a company with a bad or mediocre name can reach success. However, here are 10 reasons why coming up with a snappy, interesting and memorable name is worth the business owner's or organization's time and energy.
1. When you call or speak with strangers and mention the name of your company, and the name in and of itself provokes delighted recognition, this can get the business relationship off on a positive footing.
2. A distinctive name can attract the kind of customers you want and keep away those you don't want. For instance, if you can't stand dealing with those who have no sense of humor, a punny name repels such folks. Au contraire, if you want people to know you're serious and weighty, a shrewdly chosen traditional name can impress people accordingly.
3. Cool company names can in and of themselves generate media coverage, either because there's something newsworthy in the name or because many journalists are more attracted to highlight companies with fun names than boring ones. Case in point: Rent-a-Wreck.
4. A distinctive name increases repeat business because it helps previous customers remember it when looking at a list of possibles in the Yellow Pages or elsewhere. For instance, House Husband would jump out of a list of competitors like A-1 Handyman, Acme Home Repair, etc.
5. A wisely chosen name is simple to spell and leads to one and only one possible URL. This enables more people who have heard about a company to find it online.
6. A well-chosen name can embody the #1 benefit you offer customers and make it possible to get across an appealing marketing message in less space.
7. A hastily chosen name can lead to legal troubles or bad PR, both adding needless expenses and needlessly alienating customers. Just ask my friend Andy, who had to change his business name not once but twice in three months because he hadn't done his homework on the name. And just ask the shoe company in the UK that named some new sneakers "Zyklon," which was the name of the gas the Nazis used to kill millions during World War Two.
8. If customers need to find you in the Yellow Pages, a name that's near the beginning of the alphabet makes it easier for them and may make it less crucial to have a huge, expensive display ad.
9. A boring name contains no sparks for getting started on persuasive descriptions of your company's products or services, while a creative name makes it easy to riff off it with inspired marketing copy.
10. The name affects how people who work for the business feel about it. A company name they love to say and that customers respond to positively makes for a more pleasant working environment than does a name that is confusing, hard to pronounce or has some negative connotations.
-----
Marcia Yudkin is the author of 6 Steps to Free Publicity and ten other books hailed for outstanding creativity. Find out more about her new discount naming company, Named At Last, which brainstorms new company names, new product names, tag lines and more for cost-conscious organizations, at www.NamedAtLast.com .
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Trivia
Nearly a quarter of all U.S. pet owners bring their pet on the job. Last June, 200 American companies participated in the first ever "Take Your Dog to Work Day".
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- 1/14
Biz-Tips
by Kevin NunleyGrow Your Practice On The Internet
Recently we talked with Milana Nastetskaya, author of "59 Ways To Grow Your Practice on the Internet." If you are a professional, consultant, or service provider, these tips could help you quickly increase your client list.
1. Contact professional organizations that target the same audience as you are. They might be interested in publishing your article and developing a relationship with you as their expert.
2. Put together your professional resume, convert it into a PDF file and allow your potential clients to download it from your web site. Add your photo, published articles, projects, testimonials, pricing sheet and contact information and call it a "Free Welcome Package". Make sure to follow up with everyone who downloads.
3. Assemble an electronic book out of all your articles, and give it away from your web site as an incentive to join your mailing list. Every business owner should have a growing mailing list, and with a free e-book you can achieve this easier and faster.
4. Submit your free e-book to online directories. Make sure your e-book leads your readers back to your web site to generate more targeted traffic.
5. Send your e-book to all of your prospects, clients, friends and colleagues, and ask them to send it to everyone they know. This kind of networking will almost guarantee you new clients.
-----
DrNunley's Free Advice! Need help or ideas to promote your product, service, or idea to greatness in 2003? Call or email now for free advice from Kevin and his staff of friendly experts. (801)328-9006. mailto:kevin@drnunley.com Read his 10,000 marketing ideas at http://DrNunley.com
Quote of the Day
Life is a grindstone. Whether you get ground down or polished, depends on what you are made of.
- Unknown
A Little Humor to Start the Week
Military Time
=-=-=-=-=-=-=-=My wife never quite got the hang of the 24-hour military clock. One day she called the orderly room to speak with me. The person who answered told her to call me at the extension in the band rehearsal hall.
"He can be reached at 4700, Ma'am," the soldier advised.
With a sigh of exasperation, my wife responded, "And just what time is that?"
-----
The basketball coach stormed into the university president's office and demanded a raise right then and there. "Please," protested the college president, "you already make more than the entire History department."
"Yeah, maybe so, but you don't know what I have to put up with," the coach blustered. "Look." He went out into the hall and grabbed a jock who was jogging down the hallway. "Run over to my office and see if I'm there," he ordered. Twenty minutes later the jock returned, sweaty and out of breath. "You're not there, sir," he reported.
"See what I mean?" the coach said, scratching his head. "He could have phoned!"
-----
I sat there waiting for my new doctor to make his way through the file that contained my very extensive medical history.
After he finished all seventeen pages, he looked at me and said, "You look better in person than you do on paper."
-----
Two men were working at the sawmill and one guy got too close to the saw and cut his ear off. It fell in the sawdust pit so he jumped down into the pit and was hunting around trying to find it.
The second guy saw him and hollered down, "What're you doing?"
The first man said that he had cut off his ear and was looking for it.
The second guy said, "I'll help you" and jumped in the pit. He was searching around on his hands and knees and then hollered, "I found it!"
The first guy took it and examined it closely, then said, "Keep looking. Mine had a pencil behind it."
-----
Riddle
I am the only thing that always tells the truth. I show off everything that I see. I come in all shapes and sizes. So tell me what I must be!
Do you know the answer? Scroll down to find the solution.
-----
Ever notice that anyone driving slower than you is an idiot,
but anyone going faster is a maniac?
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Feedback - Q&A
Hi Bob – I have read three of your Friday Rants in the Tip of the Day Newsletter. While I don’t agree with everything you said, they are well written and well thought out. Are you going to make this a regular feature?
Eileen in Omaha
-----Eileen – no they are not going to be a regular feature. I simply don’t have the time to research and write a new “rant” each week. I do write an original article each week and it is published here in the “Tip of the Week”. I will write a “rant” if something really bugs me, or if someone sends in a provocative subject.
Bob
Answer to Riddle
A Mirror
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Something to Think About
By Jan TincherDo you have a large vocabulary?
A large vocabulary implies broad, general knowledge and characterizes the more successful person, regardless of her or his occupation.
Do you know how much time it takes to learn just one new word a day? Five minutes, tops.
Learning one new word a day helps you build a large vocabulary easily and effortlessly. Have you learned a new word today?
-----
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Best Wishes - Have a Great Weekend
BobCopyright - 2004
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