Poor Richard's Internet marketing and promotions : how to promote yourself, your business, your ideas online

The Internet provides a tremendous opportunity for reaching people around the world, for getting the word out about your products, services, ideas, and beliefs ... if you know what you're doing. Otherwise you'll flounder around spending lots of time and money on the Internet without realizing any benefit. Book jacket.

Introduction	p. 1
Part 1 Preparation
Chapter 1 What Are You Promoting and Who Are You Targeting?	p. 5
Why Promote?	p. 6
What are Promotion and Marketing?	p. 7
Promotion and Marketing Require Steady Work	p. 8
Your Web Site as a Marketing and Promotions Center	p. 9
Promoting Your Web Site, Products, and Services	p. 10
The Bad Stuff	p. 10
Your Web Site as a Brochure	p. 10
Ancient Web Sites	p. 11
Minor Details	p. 12
Vaporware	p. 12
Lousy Products	p. 12
The Good Stuff	p. 13
Consistently Updated Resources	p. 13
Free Training and Support	p. 13
Samples and Demonstrations	p. 14
Communities and Discussions	p. 14
Good Products	p. 14
What Do you Want to Happen?	p. 15
I want people to buy my product (join my cause, use my service, sample my new brand of cheese dip, etc.)	p. 15
I want to build recognition for my company, product, or service	p. 16
I want to build credibility for my company, product, or service	p. 16
I want to diffuse a rival's efforts	p. 16
Who are you Aiming at?	p. 17
About the URLS	p. 19
Chapter 2 What You Need Before You Start	p. 21
Your Computer	p. 22
Connecting Your Computer to the Internet	p. 23
Modems	p. 23
Cable Systems	p. 24
ISDN	p. 25
DSL	p. 26
Satellite Systems	p. 26
T1s and Other Stuff	p. 27
Which Do You Pick?	p. 27
Internet Access	p. 28
A pop e-mail account	p. 30
Somewhere to put your Web Site	p. 32
How it all Hooks Together	p. 32
Basic Internet-Access Software	p. 34
Basic Knowledge	p. 35
Advanced Research and Marketing Software	p. 38
Where Will You Get the Software?	p. 39
Text Automation Tools	p. 40
Clipboard Utilities	p. 41
Text-Replacement Tools	p. 43
Programmable Keyboards	p. 44
Grabbing E-Mail Addresses	p. 45
Offline Browsers	p. 46
Web Page Archives	p. 48
Contact Management Software	p. 49
Standard Contact Managers	p. 50
Sidekick	p. 50
ACT!	p. 51
GoldMine	p. 52
Free-Form Personal Information Managers	p. 53
AskSam	p. 53
InfoSelect	p. 54
Full-Blown Databases	p. 56
Chapter 3 Web Site Basics	p. 57
Where to put your Web Site	p. 58
Getting your own Domain Name	p. 59
Picking a Domain Name	p. 61
Clarifying Your Domain Name	p. 62
Choosing a Hosting Company	p. 64
What to Ask a Hosting Company	p. 65
Creating your Web Pages	p. 70
Setting up a Shopping Cart	p. 74
Install Software on Your Hosting Company's Server	p. 76
Use a Hosting Company with Shopping-Cart Software Available	p. 77
Use a Shopping-Cart Service	p. 77
Picking a Shopping-Cart	p. 77
A Quick Word about Transaction Processing	p. 79
Finding Shopping-Cart Systems	p. 79
Simple Online Transactions	p. 80
Step 1 The Shopping-Cart	p. 80
Step 2 Download the Data from the Web Server	p. 80
Step 3 Import Into Access	p. 81
Step 4 Export to PC Authorize	p. 81
Step 5 Process the Credit Cards	p. 81
Step 6 Print Labels	p. 82
How Much?	p. 82
Fulfillment Services	p. 83
Web Design--It's Software, Not Graphic Design	p. 84
Chapter 4 Finding Your Targets	p. 87
Planning your Search	p. 87
Finding the Sites you Need: Some Hints	p. 88
Special Search Syntax	p. 89
domain:	p. 89
host:	p. 90
title:	p. 90
Natural-Language Searching	p. 91
Mixing the Two Search Types	p. 92
Meta-Search Engines Online	p. 93
SavvySearch	p. 94
MetaCrawler	p. 94
Inference Find	p. 94
Search Software	p. 95
BullsEye Pro	p. 97
WebFerret	p. 97
Promotion Resources	p. 98
All Types of Media	p. 99
News365	p. 99
AJR NewsLink	p. 99
NewsDirectory.com	p. 99
Gebbie Press	p. 100
NeWo News	p. 100
MedialINFO Links	p. 101
Newspapers	p. 101
NewspaperLinks.com	p. 101
College Newspapers Online	p. 101
Magazines	p. 102
PubList	p. 102
LinxNet Magazine Index	p. 102
Computer and Software WWW Magazines and Journals	p. 102
ZineVine	p. 102
Radio Stations	p. 103
Radio Directory	p. 103
'Zines and Newsletters	p. 103
Part II Web site Registrations
Chapter 5 Web Site Checkup--Preparing for Indexing	p. 109
Get your own Domain Name	p. 109
Is What You've Got Worth Promoting?	p. 110
It's More Than One Page	p. 110
It's More Than Just a Brochure and an Order Form	p. 110
It's Been Updated Sometime in the Recent Past	p. 110
It's Useful!	p. 111
Seven Steps to Web-Site Readiness	p. 112
Online Diagnostics	p. 115
Getting Friendly with the Search Engines	p. 116
META Tags	p. 117
Different META Tags	p. 117
Description	p. 117
Keywords	p. 118
The Content of the Page	p. 119
ALT Text in Images	p. 120
If You're Using Frames	p. 120
Robots	p. 120
Meta-Tag Tools	p. 122
Title Tags	p. 123
How to be a Search Engine Jerk (SEJ)	p. 123
Creating "Doorway" Pages	p. 125
Much More Information	p. 126
Get Professional Help	p. 127
Is it Worth it?	p. 128
Chapter 6 Registering with the Search Sites	p. 131
A Great Description	p. 131
Good Descriptions Are Not Dated	p. 133
Good Descriptions Are Catchy	p. 134
Good Descriptions Are Not Mere Puffery	p. 134
Search Sites: The Big 'UNS	p. 135
Yahoo!	p. 135
AltaVista	p. 137
Excite	p. 138
HotBot	p. 138
InfoSeek	p. 138
Lycos	p. 139
Northern Light	p. 140
WebCrawler	p. 140
A Few Interesting Small Ones	p. 141
Dig	p. 141
eBLAST	p. 141
LookSmart	p. 142
Finding Specialty Search Sites	p. 142
Beaucoup	p. 143
Argus Clearinghouse	p. 143
iSleuth	p. 144
FinderSeeker	p. 144
Automated Submissions	p. 144
Submission Services	p. 145
Submit It!	p. 145
!Register-It!	p. 146
Shotgun	p. 146
Software	p. 147
AddSoft	p. 148
AddWeb	p. 148
SubmitWolf	p. 149
Check Your Search Site Position	p. 151
Chapter 7 Getting Certified--Assurances, Awards, and Alliances	p. 153
Assurances	p. 154
AnyBrowser	p. 155
Bobby	p. 155
BBBOnLine Privacy Program	p. 156
TRUSTe	p. 157
RSACi	p. 158
SafeSurf Rating System	p. 160
Web Interoperability Pledge	p. 160
Awards	p. 161
Submitting Your Site	p. 161
Really Good Awards	p. 162
Project Cool	p. 162
USA Today Hot Sites	p. 163
Yahoo! What's New	p. 163
NetGuide's Internet Sites of the Day	p. 164
Lesser-Known Awards	p. 164
Awards Cave	p. 164
Awards Sites!	p. 164
The Awards Connection	p. 165
Awards Jungle	p. 165
Giving Awards	p. 166
Alliances	p. 167
EFF Blue Ribbon Campaign	p. 168
Golden Key Campaign	p. 169
Chapter 8 Other Places to Register Your Site	p. 171
Announcement Services	p. 172
Free-For-All Link Pages	p. 175
Finding Free-For-All Link Lists	p. 175
AccuSubmit Free Links Submit Station	p. 175
Stealth Promotions Free-For-All Links (FFA) Page	p. 175
Jill Studholme's Free-For-All Links Pages Directory	p. 176
Link-O-Matic	p. 176
Beginner's Column: Announce Your Site Here	p. 178
Web Rings	p. 180
Create Your Own Web Ring	p. 182
Finding "Like-Minded" Links	p. 183
Awards	p. 184
Backlink Checking	p. 184
Contacting the Webmaster	p. 186
To Reciprocate or Not to Reciprocate?	p. 187
Part III Getting the Word Out
Chapter 9 Promoting in the Newsgroups and Mailing Lists	p. 191
Finding the Discussion Groups	p. 192
Finding Newsgroups	p. 193
Finding Mailing-List Discussion Groups	p. 194
The Online Services	p. 195
Working in the Discussion Groups	p. 195
Get a Feel for What's Going On	p. 196
Creating a Signature	p. 196
How to Write Messages	p. 198
Not Sure about a Group?	p. 199
But That's Not an Effective Ad	p. 200
How Often Can You Post?	p. 201
Provide Information At Your Web Site	p. 202
Become an Advisor	p. 202
Get to Know the Advisors	p. 203
Announcement Newsgroups	p. 204
Chapter 10 Grass Roots Marketing	p. 207
Total Personal Marketing	p. 207
Giveaways	p. 209
Essay Contests Don't Work	p. 210
Is It Legal?	p. 211
Watch for Newsletter Opportunities	p. 211
Look for Openings	p. 212
Chapter 11 Creating Newsletters and Discussion Groups	p. 213
Newsletters	p. 214
Newsletter Content	p. 214
Laying out the Newsletter	p. 216
Resources for Creating a Great Newsletter	p. 2210
Inkspot	p. 220
Church Street Publishing	p. 220
The Newsletter Editors' Resource List	p. 220
InfoBot.Net	p. 220
E-ZineZ	p. 221
Distributing the Newsletter	p. 221
Doing It Yourself	p. 221
Sending Out Your Messages	p. 223
Using a Freebie	p. 224
eGroups	p. 224
ListBot	p. 224
OneList	p. 225
Web Site Post Office (WSPO)	p. 226
Pay Service Newsletters	p. 228
Lyris	p. 228
SparkLIST	p. 230
L-Soft EASE	p. 230
OakNet Publishing	p. 231
Publicizing Your Newsletter	p. 232
Finding Readers	p. 233
Keeping the Momentum Going	p. 235
Selling Advertising	p. 236
Discussion Groups	p. 237
Web Forums	p. 239
Inside the Web	p. 241
Netbabbler	p. 241
YourBBS.com	p. 242
Chapter 12 Advertising Your Site	p. 243
What's CPM?	p. 243
Banner Swaps	p. 245
Paying for your Banner ADS	p. 247
How Much Does It Cost?	p. 247
Banner Advertising May Not Work	p. 249
E-Mail Advertising	p. 250
What Works, What Doesn't	p. 252
PostMaster Direct	p. 252
Joke of the Day	p. 253
Not All E-mail Advertising Works	p. 253
Classified Ads	p. 254
Exorbitantly Expensive Ads	p. 254
Real Numbers?	p. 254
A Few things to Remember	p. 255
Other forms of Advertising	p. 256
More Advertising Advice	p. 257
Ad-Guide.com	p. 257
ClickZ Network	p. 257
Internet Advertising Resource Guide: Management	p. 257
Mark Welch's Web Site Banner Advertising	p. 257
Chapter 13 Affiliate Programs	p. 259
Good News and Bad	p. 260
Affiliate Directories	p. 260
The Types of Programs	p. 262
Per Sale	p. 262
Per Inquiry	p. 262
Pay-Per-Click Programs	p. 263
Creating Your Own Affiliate Program	p. 263
Affiliate Software	p. 264
Affiliate Shop	p. 264
AffiliateZone.com	p. 264
Your Own Associate Program	p. 264
Commission Junction	p. 264
LinkShare	p. 265
ClickTrade	p. 265
Be Free!	p. 265
Shopping-Cart Systems	p. 266
Yahoo! Store	p. 266
Merchandizer	p. 266
A Cruder Method	p. 267
Making the Most of Your Plan	p. 268
Chapter 14 Tracking Results and Responding	p. 271
What are Hits?	p. 271
Access or "Hit" Logs	p. 273
Getting to your Access Logs	p. 275
Manipulating Access Reports	p. 277
You Want E-Mail Addresses, Right?	p. 279
Not Just Hits	p. 280
The Referrer Report	p. 282
Creating a Doorway Page	p. 283
Backlink Checking	p. 285
What are they Saying About you?	p. 285
Using Search Engines	p. 286
Free Automated Search Utilities	p. 287
TracerLock	p. 287
The Informant	p. 288
URL-Minder	p. 288
Web Clipping Services	p. 289
CyberAlert	p. 289
CyberCheck Internet Monitoring	p. 290
CyberScan Internet Clipping Service	p. 290
Newsgroups and Mailing Lists	p. 291
Searching Newsgroups	p. 291
DejaNews	p. 291
remarQ	p. 292
Reference.COM	p. 292
Searching Mailing Lists	p. 292
Checking Offline Publications	p. 293
Free Tools	p. 293
Excite's NewsTracker	p. 293
Northern Light Current News	p. 293
Pay Services	p. 294
The Dow Jones Publications Library	p. 294
Electric Library	p. 295
Northern Light	p. 295
Computer Magazine Archive	p. 296
Luce Online	p. 297
The Real Results	p. 297
Many Hits, Few Sales	p. 298
Catalogs, Not Stores	p. 299
Part IV E-mail PR
Chapter 15 E-mail Basics	p. 303
E-mail Applications	p. 303
Eudora Pro	p. 304
Pegasus	p. 304
Microsoft Outlook	p. 305
Netscape Messenger	p. 306
Other E-mail Programs	p. 307
The Basics of Good E-mail	p. 307
Address Lines	p. 307
Subject Line	p. 309
The Body of Your E-mail	p. 310
E-mail Problems	p. 312
Spamming	p. 312
The Spam Overreaction	p. 314
Chain Letters	p. 316
Handling E-mail--Filters, Boilerplate, and Autoresponders	p. 317
Filtering	p. 317
Using Stationery or Boilerplate	p. 319
Auto-Responders	p. 320
Chapter 16 Reaching Journalists Online	p. 323
What are your Goals?	p. 323
Finding the Journalist	p. 325
Track Media by Specialty	p. 326
The More the Merrier	p. 328
PressAccess	p. 329
MediaMap	p. 329
More Affordable Resources!	p. 329
Build Your Own Contact List	p. 330
Buy a List	p. 331
Contacting the Journalist	p. 332
Contacting Radio and TV Media	p. 333
The Care and Feeding of the Press	p. 337
Tips and Tricks for the Public Relations Clueless	p. 337
Press Release Tips for PR People	p. 337
Hallahan Course Resources: Publicity Primer	p. 337
Internet News Bureau: Tips on Writing and Media Relations	p. 337
DernWeb: The Well-Tempered Press Release	p. 337
How to Get the Press on Your Side	p. 338
Copywriting Profit Center	p. 338
Mass Mailings	p. 339
The Long-Term View: Staying in Touch	p. 341
Read	p. 341
Help Them	p. 341
Assume Nothing	p. 342
Special Bonus Tip: Getting Journalists to Come to you	p. 343
Online Expert and Guest Resources	p. 344
The Expertise Center	p. 344
Experts Directory	p. 344
GuestFinder	p. 344
NPC Directory of News Sources	p. 346
ProfNet	p. 346
YearbookNews.Com	p. 346
Other Sources for Experts and Guests	p. 346
Chapter 17 Electronic Press Releases	p. 349
Why a Press Release?	p. 349
Anatomy of a Great Press Release	p. 351
Headlines	p. 351
The Body of the Release	p. 354
First Paragraph--Overview	p. 354
Second Paragraph--A Few Details	p. 354
Third Paragraph--A Quote	p. 354
The Rest--Information From Most to Least Important	p. 355
Other Body Elements	p. 355
Distributing Press Releases	p. 358
Press-Release Distribution Services	p. 359
The Big Services	p. 359
BusinessWire	p. 359
PR Newswire	p. 361
M2 PressWIRE	p. 362
"Handmade" Press-Release Distribution	p. 363
Xpress Press	p. 363
URLWire	p. 364
NetPOST	p. 364
Internet Media Fax	p. 364
Targeted Press Releases	p. 365
Part V Outside the Internet
Chapter 18 Real-World Promotions	p. 369
Don't Forget your Print Ads	p. 370
Web Cards	p. 371
Plain Old Business Cards	p. 372
Mail and Fax Press Releases	p. 372
Are Follow-Ups Essential?	p. 373
Another Form of Cyberspace--Radio	p. 374
Advertorials	p. 375
More than we can Cover	p. 376
Chapter 19 Sales Basics--Not All the Rules Have Changed	p. 377
It's a Numbers Game	p. 378
Believe in your Product	p. 378
Learn to Handle Rejection	p. 379
Tell Prospects what you want them to do	p. 379
Give a Guarantee	p. 380
The Sales Message--It's an Art	p. 381
Benefits, Not Features	p. 381
Forget Your Own Concerns--Consider the Client's	p. 381
Cut the Jargon--Write Simply	p. 382
Bring Objections into the Open	p. 382
Everything's a Sales Piece	p. 383
Find a Way to Stay in Touch	p. 383
Read a Few Sales Books	p. 383
Index	p. 385

可借阅:*

链接这些题名

已订购

摘要

摘要

目录