ADLANDS' DIGEST
                                    A Free subscribed Discussion List
                                            of 24,963 subscribers
                                   on web marketing and promotion
                             supported by AdlandPro World's Classifieds
                                     at http://www.adlandpro.com
                                         Bogdan Fiedur, Publisher
                                                   contact at
                            http://www.adlandpro.com/adlandpost.htm
                                          Moderator, John Olson
                                   Vol. 1 issue #399 June, 7, 2004






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Topics in this issue:

Sponsor Message
Word from Moderator
** Contest **
=====================

C o n t i n u i n g D i s c u s s i o n s (2)

1.  Direct E-Mail Advertising
~ Bob Teske

2. Ad swapping 
~ Charles Green
~ Bob Case

3. Help with marketing please!
~ Amalia Sotiriadou

4. I need advice
~ Amalia Sotiriadou


N e w P o s t s (2)

1. Emma O.
On Classified Ads

2. Terri Tufano
Just wanted to say hi

Site Review Requests (0)

Site Review Responses (2)

1. http://www.rosepetalgifts.com
~ Mireille Carrier

2. http://www.uniquedesignsbyella.com
~ Marcia Duffy
~ Rachel Gawith
~ Mike Towle
~ Larry Strait

G u e s t A r t i c l e (1)
=========================
1.  Also Ran
By Bob Osgoodby


Joke of the Day
=========================

================== Word from Moderator ====================

Welcome to the 1,183 new subscribers since last week..

Hello,

First off, I'd like to thank Bob Teske for sending in his report on
Mailing lists printed below. It's a long one, but worth the read. If
anyone has comments on what Bob has to say, I'm sure we'd all love to hear
them.

While putting this together today, I just heard on the radio that Ronald
Reagan has passed away. He was the 40th President of these United
States and no matter what you thought of him, he changed the World.

My thoughts are with Nancy his wife and the rest of the family. It's a
sad day when someone like Ronald Reagan passes.

And lest I forget, Sunday was the 60th anniversary of D-Day.
Which also changed the World.

I say Thank you to all those who landed in France 60 years ago, June 6,
1944. We owe you more then we can repay.

There is a lot in this Digest, so enjoy. And while we have gotten a few
entries in the Name the Community contest, it's still open, so put your
thinking caps on. See the details below...

John Olson
Moderator Adland Digest
See my page at AdlandPro Community
http://www.adlandpro.com/directad/go/18036/
 

===================== Contest ========================

** Announcing a Contest to Name the Adland Community **

As you may know, Bogdan Fiedur has created a Community for us all to play
in, and it is time to think of a NEW Name, so he is asking all of you to
put on your thinking caps and come up with ideas.

Oh, and there is a Prize to the one who comes up with a Name we can use.

*** $100 ***

The winning name must be able to be registered, that is it must be an
available domain name that we can register. So start thinking..

This Community is mostly for marketers and promoters like ourselves. But
who knows what the future will bring.

If you need some idea of what can be done within the Community, Here are
some links:

This will give you an idea of what is available,
http://www.adlandpro.com/directad/

And here are some profiles already created by some.

http://www.adlandpro.com/directad/go/248109/
http://www.adlandpro.com/directad/go/85798/
http://www.adlandpro.com/directad/go/243211/
http://www.adlandpro.com/directad/go/54859/
http://www.adlandpro.com/directad/go/247198/
http://www.adlandpro.com/directad/go/228405/
http://www.adlandpro.com/directad/go/220606/
http://www.adlandpro.com/directad/go/14044/

So, let's put those thinking caps on, we need a name that stands out, says
what kind of Community we are and is easy to remember. And it has to be
available to be used as a domain name.

$100.00 to the person who suggests a name we can use.

Go for it.

To enter,  http://www.adlandpro.com/adlandpost.htm
And place "Community Naming Contest" in the Subject line Please.
 

 

--------------------Please Support Our Sponsor------------------------


Visitor only for $0.01. Try our pay per click search engine. The cheapest on the market. Start here..

Click  here to edit your ad

=================Please Support Our Sponsors============
     Be a sponsor. Place your e-mail ad  at the top for only $50
             http://www.adlandpro.com/archives/Advertising.asp
========================================================

 


===========C o n t i n u i n g D i s c u s s i o n (1.1)=============

From: Bob Teske
Subject: Direct E-Mail Advertising

Dear Terry:

...and everyone else inquiring about direct email advertising.....

Here is a report that I send out to my inquirers through the mail.  It
is primarily geared toward the mail order industry, but it could just as
well be geared toward Internet marketing, too.

You might want to print this out and keep it for future reference.  I
hope this helps and serves you well toward your business endeavors.

========================================================
                     Begin Report
========================================================

WHERE TO FIND INQUIRY, PROSPECT AND SUSPECT NAMES FOR YOUR MAILING LIST


Your lists of inquiry, prospect and suspect names are very important to
the long-term success of your business. These are the names that you
will try to convert into loyal customers. This process can be the key to
your growing business or organization.

PROSPECTING AS AN "INVESTMENT" PHILOSOPHY FOR YOUR CUSTOMER LIST

Your customer list should be considered one of your organization's most
valuable assets. Unfortunately, customers sometimes move or die (or go
out of business) or just decide to take their business elsewhere. You must
continue to replenish and build this list by prospecting for new
customers if you want your business to grow or even just to survive.

Prospecting - attempting to convert potential customers into customers -
is a means of investing in the future of your organization.

Prospecting successfully does not come easily - or inexpensively - which
is why it should be considered an investment. In comparison to your
results from mailings to your customers, your response from mailing to
prospects will be much lower. By the time you add up the costs of
prospect lists, along with production costs and postage, you will almost
surely lose money in your attempt to recruit new customers. This loss is
called "front-end cost" or an "acquisition cost."

Your profit from prospecting comes on the "back-end," once you have
acquired these new accounts. If your new customers continue to shop from
you or use your service or renew their membership to the point where
your back-end profits cover your front-end costs, you've succeeded. And,
of course, that will primarily depend on how you handle the initial
contact(s) and whether you can establish a good long-term relationship
with the new customer.

DEFINING THE CHARACTERISTICS OF POTENTIAL CUSTOMERS

Where should you look to find your potential new customers? The sources
you use to develop the names of your inquiries, prospects and suspects
will depend on your understanding of current customers and your business.

You want to select and maintain the names of individuals (or businesses)
sharing the characteristics of your best current customers.

You already know what those characteristics are. When you created your
customer database, you made decisions about which data to capture for
each of the customer names on the mailing list.

For example, you might have determined that your best customers live in
a definable geographic area or have attained a certain income or gross
revenue level. They may have a specific family or organizational
structure. Or, they may have interests or regularly pursue activities
that make them good prospects for your product or service. You want to
first pursue prospects with those same characteristics.

FINDING SOURCES FOR PROSPECT NAMES

There are two different ways to build a list for prospecting:

1. Through direct prospecting (also called "one-step").

2. Through lead generation (commonly known as "two-step").

With a one-step process, you are trying to sell your product or service
directly to the prospect via list of people or firms you think are
likely to purchase. Once the sale is closed, the prospect becomes a
customer.

In a two-step system, first try to get prospects to indicate their
interest through generating an inquiry about the product or service. You
can then target your mailing or other sale efforts to names which not
only have a greater likelihood of responding, but also have a certain
identified need which can be fulfilled by your product or service.

There are many sources you can use to develop lists of potential
customers. Here, we are going to describe some of the most productive
sources for inquiry, prospect and suspect names.

SOURCES FOR INQUIRY NAMES

Inquiries are people or firms that present themselves to you by asking
about your product, service or organization in general. They are better
potential customers than "cold" prospects or suspects because they have
expressed some interest in your organization and have already responded
in some way.

If you are developing a program to recruit inquiries, you must first
plan for how you are going to respond to the inquirer. A list of inquiries
and leads does no good unless you have a way to convert them into
customers. Two factors will determine how many inquiries will convert into
customers: (1) speed of response and (2) offer given to the inquiry. The
faster you get your sales pitch into the inquirer's hands, the more likely
you'll  get a future order. The longer you wait, the more your results
will be reduced. Also, since you have already invested money in this lead
when generating the inquiry, make sure to present your best possible
offer.  The most common problem with inquiry programs is that inquirers
are not treated with the care and attention they deserve.

ACTIVELY SOLICITING INQUIRIES

You should not wait passively for people to inquire about your
organization. You can actively invite inquiries. Below are descriptions
of some of the more common ways to do this:

1. Media Advertising:

An advertising program can be used to stimulate inquiries about your
organization in addition to selling your product or service. Your
advertising program can be quite simple if you want only local exposure:

* Place classified advertisements in area newspapers.

* Buy ad space in community newsletters.

* Use a display ad for yellow pages listing.

* Purchase time on local radio or television shows.

If your audience is national, generate inquiries by:

* Placing advertisements in national magazines.

* Buying space in card decks. A card deck is a group of promotional
postcards sent to a set of defined prospects. The cards are usually
wrapped in plastic, may offer products or information, and always
include a way for the prospect to respond.

Whichever media you choose to advertise in, make sure it serves the same
audience you want to attract.

Whether using your advertising to sell a product or service or simply to
urge people to inquire about the organization, (or a combination of both),
always include some way for them to respond. Coupons, a tear-off card
and a toll-free telephone number are often used to make it easy to
inquire. Also, the advertisement should always feature your organization
name, address and phone number prominently.

A word of caution about the method through which inquiries can respond.
If you make it too easy to respond, you may get inquiries from people who
have no interest in your organization, but who simply like to fill out
forms and/or receive mail.


It costs money to respond to inquiries (especially if these are leads
for salespeople), so make sure your objectives are clear before designing
your program. Are you looking to obtain as many names as possible or do
you want to receive inquiries from "highly qualified" leads only?

There are a number of ways to qualify inquiries. Roughly speaking, the
more difficult (or expensive) it is to respond, the more likely it is
that the inquiry will have a true interest in your organization. For
example:

* A few short questions on the response form may deter people who aren't
really interested in your organization. In any case, YOU can qualify
inquiries based on the information given and choose to add them to the
list or not.

* A toll-free telephone numbermay produce a greater proportion of "non-
qualified" repsonses than would a phone call for which the inquirer must
pay. (The same principle hold true for postage-paid vs. unstamped
response form.)

2. Trade Show Exhibiting:

Companies exhibit attrade shows for a number of reasons: to sell a
product, to talk to customer, to build name identification, etc. However,
one benefit of trade show exhibiting which is often ignored is to talk
to prospective customers and collect their names for follow-up with future
mailings.

If you want to exhibit at trade shows solely for the purpose of
generating leads, first answer the following questions:

Trade Show Questions

a. What is the expense involved in exhibiting? Registration fee?
Materials for the booth? Travel costs?

b. Does the type of business or individual who fits your customer
profile attend?

c. How many businesses or individuals attend?

d. What response rates would you need to pay for the costs of exhibiting?

e. Is your product or service appropriate for the show?

f. Are there other benefits to exhibiting at the show, such as selling
products, increasing awareness of your organization, creating goodwill,
or gathering information about the competitors?

If you decide to exhibit at a trade show, you should have a well thought
out method for collecting qualified prospect names. Too many trade show
exhibitors overlook this necessary step. At the trade show, you will
want to capture the names of the visitors to your booth. And, as we
mentioned above, you will also want to have them give enough information
about themselves to decide if they are truly qualified inquiries.

Some ways to encourage people to give the information you want include
asking them to drop their business cards into a "fish bowl" or fill out
a brief form. Any of these methods can be used in a raffle format (where a
winning card or form is chosen to receive a prize). You must weigh the
cost of running a contest against the benefit of increased response and
the potential of less qualified leads.

3. Leads From Suppliers:

Some suppliers may do lead generating publication advertising for their
products of services. Typically, they turn over the inquiries to dealers
for follow-up.

4. Seminar and Meeting Attendees:

Giving a presentation at a seminar or meeting is a good way to make
people aware of your organization. Many of them will ask for additional
information about the product or service, if given the opportunity by
means of a card on their seat or a tear-off portion of a handout. Of
course, the registration list itself is a good source of names.

5. Additional Information Cards:

All organization written materials should include an invitation to
contact you for further information.

6. "Take-Ones":

These are small padsr or forms that are attached to advertisements found
on buses, public bulletin boards or kiosks. These forms include an
invitation to request more information about a company's products or
services.

7. Visitor Cards:

Have any visitor to your business or organization fill out a card.

8. Advertising Specialties:

These are useful items (such as pens, lighters, magnets, etc.) with a
company's name, slogan, address, telephone number imprinted on them.

SOURCES FOR PROSPECT NAMES

There are so many sources for prospect names that it is necessary to be
very clear about what types of names are most appropriate for your
organization. Understanding of the characteristics of your best
customers is vital here.

Understanding your target customers can help you identify the best
sources for new prospects and suspects in another way. You may have
decided to use one of the database fields to track how current customers
heard about your business or organization. The information in this field
would give an indication of where to look for potential customers.

Below are some of the sources for prospect and suspect names that many
organizations find productive:

1. Referrals:

Present customers may be willing to suggest the names of their friends
or associates who could benefit from your product or service. These names
are usually more valuable than "cold" prospects because they have been
selected by people who know, and are satisfied with, your organization.
Similarly, the prospect will probably be receptive to (at lease)
listening to your offer. A recommendation coming from a friend or
associate carries with it a great deal of credibility and trust. (Note:
When contacting the referral name, results will be better if you indicate
who referred them.)

In addition to referrals, directories and public lists are another
source for prospect and suspect names. They are less valuable than
referrals because they have not been given to you by someone familiar with
your business or organization.

2. Directories and Public Lists:

Many organizations publish directories which can be used to construct
your own list of prospects. When you add the names from a directory to
your own mailing list, they are usually yours to use without any
restriction. Some directories do have limitations, so check before using
names.

Because people or even businesses are so mobile and because it takes so
long to compile and print a directory, most directories have a
relatively high "error" rate.

The significant amount of time needed is one of the biggest drawbacks to
manually compiling a list from directories. for example, consider the
time it would take to type all (or even some) of the entries in the Yellow
Pages. In many cases, this work has already been done by a professional
list compiler, who then offers the list for rent. (We'll discuss this
area later in the report.)

Here are a few of the many directories you might want to consult:

Directories To Consult

* Telephone Directories - Both Yellow and White Pages.

* City Directories or Reverse Directories - Organized by street and
address.

* Business Directories - Directories compiled by type of business.

* Association Directories - Many associations publish directories with
listings of their members.

The Directory of Directories, published annually by Gale Research
Company (Book Tower, Detroit, MI 48226), contains listings for over 9,600
organization and business directories.

* Government Directories - The federal government and most state
governments publish directories of their agency offices and personnel.
Federal directories are available at low costs through the
Superintendent of Documents, Washington, D.C. 20402.

Other lists are available through public sources:

* Local governments maintain a number of different lists which may be
available in your area. Contact your city or county clerk for lists
compiled from any of the following sources:

1. Voter registrations.

2. Marriage licenses.

3. Birth certificates.

4. Business licenses.

5. Business loan information (also at state level).

6. Hunting or fishing licenses.

7. Fund-raisers for elected offices.

* Institutional Lists - Public schools and hospitals may also have lists
of students or births.

* Association and Church Lists - Many local organizations (such as
Kiwanis or Chamber of Commerce) have lists of their members. Also, your
church or synagogue's list of its members could be useful.

3. Visitor or Customer Registration

Many organizations use a registration device to develop lists of people
who visit their facilities or participate in their programs. Retail
stores in particular are known for using this technique. To build a
prospect list, they invite each visitor to the store to fill out a card
with his/her name and address along with any other information desired.
This request for information is sometimes presented as an entry to a
raffle or sweepstakes.

The main thing to keep in mind is that these are many lists which are
easily and inexpensively available to you, particularly if your product
or service has a wide appeal within a local area.

OTHER OPTIONS FOR OBTAININGPROSPECT AND SUSPECT LISTS

When you develop prospect and suspect lists yourself, using the above
sources, the names belong to you. However, compiling lists from these
sources yourself can be very time-consuming, since much of the work is
manual. You may be severely limited in the number of names compiled
because of the time it takes. That time restriction might also mean that
when you've finally completed the list, many names will have moved or
are no longer appropriate to mail. Also, working on your own, you may
overlook (among the thousands of list sources available) those that are
best for your purposes.

Several options are available to you for expanding your prospect list on
a larger scale and without manually compiling the names. For example, rent
or purchase names or exchange names with another organization:

* List Rental

List rental can cost anywhere from $25 for one thousand names to more
than $100 for one thousand names. The charge is usually higher if you want
to make selections within the list (for example, by business type, last
order amount, etc.). Typically, 5000 names is a minimum order quantity.
However, fewer names may be rented, depending on the total size of the
list.

Lists can be rented for one-time use only, unless otherwise agreed upon.
List owners usually include decoy names on the list to monitor the use
of their lists and detect unauthorized mailings. Decoys are names that are
unique to their owner's list and to each mailing. They may be "doctored"
(or entirely phony) names, but they do have actual addresses. These
decoys then inform the list owner when they received a mailing with the
"fake" name.

* List Purchase

List purchase is not as common as rental. List purchase is actually more
like "long-term rental." The list is sold for permanent or long-term use;
that is, for some period longer than six months. The time period is
usually negotiable.

List purchase can be a welcome option if you have determined that you
will want to contact the names on a multiple, or unlimited bases. If you
buy a list, you must maintain it. In other words, you are responsible for
updating names and addresses as needed, reviewing for and eliminating
duplicates, and generally keeping the list in its most efficient
mailable form.

* List Exchange

As the in-house list of customers, inquiries and inactive customers
grows, you may be able to exchange it with other list owners for their
lists. Arrange list exchanges with organizations that have similar
audiences  but do not compete directly with you. Occasionally, competitors
do exchange lists for offers of a non-competitive nature.

By exchanging lists you will avoid the costs of list rental or list
purchase. Of course, you must always take care to verify that the list
you are getting is accurate, current and free of duplicates.

COMMON TYPES OF LISTS AVAILABLE FOR

RENTAL, PURCHASE OR EXCHANGE

Following are examples of some of the common terms used to describe
available lists:

* Compiled Lists: Compiled lists are prepared from names found in
directories and other sources of printed (usually public) information.
They are "put together" based on certain predetermined criteria such as
type of business or location. When you rent a compiled list, the manual
work of building a list is done for you.

Another advantage of using a compiled list is that compilers often
include additional data with the list. You can often select compiled lists
by such variables as age and income on a consumer list and business type
and number of employees on a business list.

The disadvantages of using a compiled list are basically two-fold. You
don't now how recently the list was compiled. Given the length of time
it takes to compile and issue a list, the names and data could be 1 1/2 to
2 years old by the time you order and attempt to mail the list.

Also, with the exception of the possible demographic information you
have about the names on the list, you have very little knowledge about
whether this name has any likelihood of wanting your product or service.

* Subscription Lists: Subscription lists are made up of people who
subscribe to a publication or a service. It is important to distinguish
between paid and free subscriptions when evaluating these lists for your
purposes. People who have paid for a subscription are considered to be
better potential responders than those who request and receive a free
subscription. Subscribers might not have the same propensity to buy by
mail as do names on a response list. However, based on the publications
they subscribe to you know more about the names (and their interests)
than you do with a compiled list.

* Response Lists: The names on a response lists have already responded
to some sort of offer (from another organization) and are thus considered
more valuable. The theory is if they have responded once, they are more
likely to do so again! However, response lists are usually the most
expensive to rent. Also, depending on the source of the names, you do
not know how well the list have been maintained.

Below are terms commonly used to describe the names within a list:

* Buyers: People who have made a purchase at some time.

* Active Buyers: Individuals on a list who have more recently (usually
within the last 12 months) demonstrated some form of action, e.g.
purchase, rent, subscribe to a service, etc.

* Hotline Names: The most recent names added to a list. These names
should not be older than three months and might be able to be selected by
categories as recent as 30 or 60 days. If this selection is available on
a list (usually at an additional charge), it is wise to consider testing
it since these individuals have recently demonstrated some action and
their address is probably correct.

* Inactive Buyers: Those who have purchased but have not within the last
12 months. Be careful here: These names age. Unless the list has been
cleaned recently, you may get many obsolete addresses.

* Multibuyers: Individuals who have made more than one purchase.
Multibuyers, if available on a list, are the best selection to make when
renting a list.

* Inquiries: Names who have inquired but have not yet purchased. The
ages of these names are very important.

DATA CARDS

Data cards provide basic information about rental lists.

A. The price of renting or purchasing the list.

B. The number of names available.

C. The different list segments available.

D. Hotline names available monthly or quarterly.

E. List selections (and the costs of those selections) for better
targeting. Typical selections include:

1. Sex.

2. Geographical (by state or zip code).

3. Home vs. business address (often differentiated by whether the
address has three or four lines).

4. Type of business (SIC code).

5. "Nth" name to ensure randomness for a test mailing.

6. Specific name/title within the business to get the mailing
(particularly if mailing to larger businesses).

F. Minimum order size.

G. Date data card was updated.

H. Written description of the list.

I. Terms of renting or purchasing list.

J. Formats (and changes) for how the list is available, e.g. computer
tape, microcomputer disk, Cheshire labels, peel-off labels.

K. Profile of the list, usually including the following:

1. Average order size (unit of sale).

2. Sex (% male, % female).

3. Source of names (direct mail, membership, publication advertising,
telemarketing, television and radio advertising).

4. Method of payment (% cash buyers, % credit card buyers on the list).

L. Name and address of the list manager or broker.

WHERE TO GO TO RENT,PURCHASE OR EXCHANGE LISTS

There are list professionals available to help you carry out the
transactions described above. In addition to handling the details of
each arrangement, some may be able to advise you on which list(s) will be
most effective for your purposes. Two types of list professionals - list
compilers and list brokers - are described below:

1. List Compilers

List compliers offer catalogs of the lists they have built, using many
of the same sources we have presented above. The lists may be either
compiled or response lists. The list compiler not only builds, but must
maintain, his lists as well.

List compilers offer literally thousands of business lists and consumer
lists. The names on the lists range from purchases to home burglar
alarms to people who have traveled to Hawaii in the past three months to
businesspeople in California. New lists are made available regularly and
are promoted through announcements and advertisements in direct
marketing industry publications.

It may ultimately be more efficient to use an "expert" who has already
built the list you want, as long as you are prepared to purchase the
names in volume.

If compiled lists are appropriate for you, there are a number of sources
for obtaining them. If you are seeking lists that are national in scope,
two good places to begin your search are the:

* "Direct Mail Directory" found near the back of every issue of Direct
Marketing magazine (224 Seventh Street, Garden City, NY 11530- 5771).

* Mailing List Compilers section of Direct Mail List Rates and Data,
published by Standard Rate and Data Service, (5201 Old Orchard Road,
Skokie, IL 60077).

2. List Brokers

List Brokers are the direct marketing field's mailing list specialists.
They are independent agents whose primary function is to arrange the
rental transaction between list users and list owners and compilers.
List brokers must keep up-to-date with what is happening in the field in
order to recommend the best selection of lists to achieve their clients'
(the users) objectives.

The broker is paid a commission by the list owner. That commission is
typically 20 percent of the list price. The broker collects the full
amount of the list rental fees, deducts his commission and gives the
balance to the list owner.

Some clients use brokers simply to order the lists. Others tap the
broker's know-how about maintaining lists, keeping direct mail records
and testing, as well as the creative aspects of direct marketing. To find
a list broker, check the Mailing List Brokers section of Direct Mail List
Rates and Data.

3. Full Service Agency

Another source to go to in arranging a mailing list transaction is the
full service agency. A full service agency can provide the entire range
of mailing function necessary to conduct a program. The agency can help
select names but can also design and produce the mailing package, and
carry out or arrange for the physical mailing. They can also arrange to
have the orders filled if necessary.

>From free-lancers to direct response advertising agencies through full
service advertising agencies, every imaginable service is available.

For listing of full service agencies, contact local direct marketing
associations or clubs, or consult the local yellow pages under
"Advertising - Direct Mail."

HOW TO ORDER A MAILING LIST

The steps involved in ordering a mailing list may vary depending on the
source used and the type of list you want to obtain. Here are some
general guidelines that apply to most situations:

* Plan your list selections well in advance of a mailing. Allow at least
two to four weeks for ordering and delivery of the names, as well as
time for the list owner to approve the order.

* Be specific about the selections. All instructions should be written
and complete.

* Specify the format you want to receive the names - computer tape,
microcomputer disk, peel-off labels, hard copy, etc.

* Communicate the mailing date. If you foresee a problem in meeting it,
let the list broker know as soon as possible. Also, determine whether
the lists are to be delivered to you or the mailer. Specifically indicate
all dates when and places where the list or computer tapes need to be
delivered for each step in the processing of your mailing.

* Work closely from the start with all parties involved in the list
transaction.

FOR ADDITIONAL INFORMATION ABOUT THESE OPTIONS

A good source to contact to find out more about list transactions is the
Direct Marketing Association (DMA). The Direct Marketing Association is
the national trade association representing both direct marketing users
(such as mail order businesses, charitable organization, and financial
institutions) and suppliers (such as list professionals, advertising
agencies and printers).

The Direct Marketing Association offers a wide range of services,
seminars, reference books and directories on all aspects of direct
marketing.

For more information about the Direct Marketing Association, contact its
headquarters at 6 East 43rd Street, New York, NY 10017, (212) 689-4977.

Successful promotion to inquiry, prospect and suspect lists is the key
to keeping the current customer list growing and productive. This report
has outline the various avenues available to you in the search for these
potential customer lists. Your organization may want to handle the whole
effort in-house. Or, you may want to use the services of direct mail
industry professionals for some or all of the steps.

========================================================
                       End Report
========================================================

I hope this helps, and again, I'd like to recommend that you visit Mail
Order Resellers at http://www.mail-order-resellers.com.

One of the more helpful products listed there is a book called E-mail
Eldorado by Dr. Jeffrey Lant.  That is but one of many helpful texts
that has been written on the subject.  All you have to do is just do a
little surfing on the net and I'm sure you'll find a lot of material on
email direct advertising.

Best of luck on your endeavors.

Bob Teske


 

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===========C o n t i n u i n g D i s c u s s i o n (2.1)============

From: Charles Green
Subject: Ad swapping

Lisa Osanna wrote:
> I am new to this and am trying to advertise my website.  I don't know
> how to link banners or buttons to my link, especially when it comes to
> having to put someone's link into my link heading.  It is all so
> confusing.  Would someone please explain it to me?

Lisa,

Maybe I missed what you were trying to ask, but if I understood
correctly, you simply want to know how to create links that take people
somewhere when they click an image (eg. a button or banner).

If so...here goes...

Imagine I want to send someone to http://www.nonilead.com/extra697.html
when they click on my banner which is located at
http://www.nonilead.com/images/extra697.gif

The code would be
<img
src=http://www.nonilead.com/images/extra697.gif>

I don't want a border around my image, so I add border=0 to the img tag.

In case someone has opted to not have images load, I want them to know
what the banner is about, so I add alt="How To Get Paid An Extra $697 (or
More) Every Week For Doing Something You Already Do Every Day" to the
img tag.

Because I think it looks better, I want it centered, so I add center
tags.

Now we have
<center><img
src=http://www.nonilead.com/images/extra697.gif border=0 alt="How To Get
Paid An Extra $697 (or More) Every Week For Doing Something You Already
Do Every Day"></center>

In addition, you might want to add a small text link below the banner.
eg. HOW TO GET PAID FOR DOING WHAT YOU ALREADY DO

And, to assist in easily finding the code when you want to edit it,
consider encasing it in descriptive "stuff" (sorry, my mind has gone
blank)

Now we have
<!-- Start Ad Swapping Banner Code -->
<center><img
src=http://www.nonilead.com/images/extra697.gif border=0 alt="How To Get
Paid An Extra $697 (or More) Every Week For Doing Something You Already
Do Every Day">
HOW TO GET PAID FOR DOING WHAT YOU ALREADY
DO</center> <!-- End Ad Swapping Banner Code -->

Fortunately (or unfortunately) I began "coding" my own pages many years
ago and never kept up with the advances or enjoyed using HTML editing
programs.  The code above is fairly basic.  But, at least it isn't
bloated like the code from most HTML editors.

Please accept my apologies if the line-wrapping makes the code look even
more confusing.  In case it does, I've uploaded it to
http://www.nonilead.com/archive/lisa.html  Visit the URL and then view
or save the source code, or right click the link and choose Save.

I hope this helps,


Charles
----------------------------------------------------------------
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===========C o n t i n u i n g D i s c u s s i o n (2.1)============

From: Bob Case
Subject: Ad swapping

Lisa,

There have been many of us in the same situation that you are
experiencing right now. We all had to start somewhere and someone had to
take us by the hand to show us the right keys to push and the squence they
had to be entered in and so forth. I am by no means a guru of any sort,
but I did spend 20+ yrs. in Corporate America as a Sr. Tech. Training
Analyst. My main job was to design and then implement training programs
for the Field Sales Force using our new Computers and Company Specific
software/hardware in their everyday work activity. So I became quite
skillful in dealing with folks who just did not know what buttons to push
and when they did push them why did they push them.

I would be more than happy to help get you started to learning how to
design your programs and work your way around some of the material that
is avaiable on the internet so please feel free to contact me at the
following numbers:

Bob Case
219 Wayside Ave.
Decatur, Illinois 62521
217-428-1583
bob_case_98@yahoo.com
MSN messenger: bobcase@yuhknow.com
Ryze Network: http://www.ryze.com/?a=bobcase
----------------------------------------------------------------
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http://www.totalmarketinglive.com/TMLOWL2376

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===========C o n t i n u i n g D i s c u s s i o n (3.1)============

From: Amalia Sotiriadou
Subject: Help with marketing please!

Dear Audilee,

I assume that you are promoting this website as an affiliate. It's a
well made lead collection page which I hope you have connected to an
autoresponder filled with messages about your offer and yourself. If not,
you are only doing half a job and your efforts are going to waste.
This type of page is best promoted through f'ree start page exchange
systems and by buying targeted visitors. I also recommend using the many
advertising options available in Adland Pro. Try reading up a bit about
how to market on the internet. You will find some good suggestions every
week in Adland Pro's e-zine. There are also forums you can join where
people will help you along the way.

Best of luck,

Amalia
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===========C o n t i n u i n g D i s c u s s i o n (4.1)============

From: Amalia Sotiriadou
Subject: I need advice

Dear Marcia,

I took a look at your site and I really liked it. You have a perfect
website that you can get into a niche market for. Think about it: Who
would be interested in your website? People living in the area or people
planning to visit the area is my first guess. How about offering
advertising to local shops, restaurants, travel agencies, bookstores,
tourist shops etc. in your website? How about entering into some joint
ventures with other websites that do business in the area and promote
their products for a commission?

As for the traffic to your website, you are already in the right path.
The articles you are writing is the best method to bring targeted
visitors. You don't need millions of visitors, you need visitors that are
very narrowly targeted. I would also suggest submitting your site to
search
engines and pay per click search engines, e-zine advertising to e-zines
of similar content, listing your site in online travel catalogues, that
sort of thing. I'm sure you can think of more outlets than I can.

Amalia Sotiriadou
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==============N e w P o s t i n g (1)=============

From: Emma O.
Subject: On Classified Ads

Hi all,

Something about this classified ad of a thing has been bothering me for
sometime now.

I ask, does it really work? Most often, each time I try building my mail
list through classified ads, all I get in return are junk mails.

If anybody has ever increased his list with classified ads, I would be
glad to hear such testimonies.

I am really anxious.


Emma O.
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==============N e w P o s t i n g (2)=============

From: Terri Tufano
Subject: Just wanted to say hi

HELLO ALL,
I am new here I just wanted to say hi to everyone and hope to learn alot
from everyone.  I hope everyone is having a Wonderful day and has a
Excellent WEEKEND!!!!!!!!  I am a happly married wife of 9 years and
have two beautiful girls.  I am having alot of problems with advertising,
marketing, and finding new prospects becasue I get so frustrated with
all the information on the web.  I let it overwhelm me I think and I am
looking for ways to help me focus and find better ways of doing
everything.  So I want to say hi to everyone and thank everyone for all
the help in advance! 

Look forward to learning alot more.
----------------------------------------------------------------
LIVE WELL!!!!!!!!
Together WE will reach OUR GOALS!!!!!!
Terri Tufano
http://www.mommy4life.biz
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=====================Site Review Response (1.1)===============

From: Mireille Carrier
Subject: http://www.rosepetalgifts.com

Hi Emily,

SUPER improvement!!  It looks so much better now.  A few more minor
changes (my opinion, of course) and happy check cashing!  :)

Don't center your text, left align it, it's easier to read.  It's also a
little big, make it 10 pt.

I don't particularly like the index bar in the middle, I would put it
either at the top or the bottom of the page.  Try to make the font
smaller also, and pad the cell for each word (it will leave some space
between top, bottom, left and right margins of your table so the words
won't look like they're all one big blurb).

When I put my mouse over your index, everything in the middle shakes.
Why?  Can you fix that?  It's annoying.  It does that on every page.

You don't have many keywords in your text.  Use this tool to help you
generate very good keywords for search engine optimization and to keep
your costs down with ppc:
http://our.affiliatetracking.net/wordtracker/a/10496 .
You get just a one day trial for free, so make the most of it!  When you
register for the trial, sit at the computer and work for as long as you
can to generate as many keywords and search phrases as possible.  This
will be how you'll make money, and that's probably the most important part
of your website development.

What this tool does is give you many variations of your keywords, how
many times people search for them, how many websites compete for these
keywords, and which search engines people use, including ppc.  What you
get out of it is a lot of good keywords that are less popular but still
give you a LOT of traffic with a fraction of the competition, therefore,
helping you get ranked much higher.  The more specific you can be with
search engines, the better - higher quality traffic = better conversion.
You don't want just the curious and window shoppers, you want customers
who are ready to buy.  Although when the traffic is free, it doesn't
really matter, but it sure will boost your conversion rate!

You have the same description at the top for all your pages.  Search
engines won't index you very well.  Change your description for every
page, tell people what they'll find on that page and use keywords in
your description.  That tool above will help you do that.  When search
engines send you traffic, they send your customers to the exact page of
your site that matches their search phrase.  If your pages don't do that,
you won't rank well, if at all.  You don't want to pay for traffic
forever. Optimize your pages to be indexed and rank at least in top 20.

Same thing with your description and keywords in the "head" of your site.
You have the same thing for every page and what you have now doesn't do
the trick. "Quality merchandise" is way too general. I wouldn't think
that many people would search for "quality merchandise" or "competitive
prices" without actually saying what they're looking for...  Include a few
of your keywords in your description and make it a little bit longer. Do
that for each page. Customize everything to fit what you're selling so
search engines will find you.  You DO want free traffic eventually, right?

I see that you kept your lottery and get paid for your opinion banners.
:)

The scrolling is also much better now.  I don't mind this little bit
(about 1/2 inch or so) because I can still see everything without
scrolling.

It looks like your changes are pretty minor as far as the overall look
of your pages goes. The index needs the most work. Most of what's left is
basically to optimize your site for search engine traffic.

Website development is not a one day job.  It's an ongoing process with
continuous updates and tweaking.  It's never completely finished.  It's
a lot of work and very time consuming when you want to really optimize it
for search engines.  Yet that's the only way to go if you want to keep
your costs down and have a decent ROI.  Those who take the time to do it
right are those who make money.  The others just collect the leftovers,
if there are any.  Or pay for every bit of traffic for life.

Hope you do well!  Maybe we can exchange links at some point.  :)

Best of luck Emily!

Mireille

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=====================Site Review Response (2.1)===============

From: Marcia Duffy
Subject: http://www.uniquedesignsbyella.com

I think your creations are lovely...but I was shocked by the prices to
be honest.  I don't think I have ever purchased anything over $40 on the
Internet and I would be hard pressed to part with my money on products
sight unseen.  You probably do well at shows & if you have a retail
store -- where people can touch the products and try them on.

Perhaps you can design less elaborate (and less expensive to make for
you) jewelry specifically for the web.  Maybe bracelets or earrings that
are priced around $20 or so?

Just my humble opinion...

Good luck!
Marcia Passos Duffy

----------------------------------------------------------------
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unique character of Northern New England -- travel, gardening, New
England life & more!
----------------------------------------------------------------

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=====================Site Review Response (2.2)===============

From: Rachel Gawith
Subject: http://www.uniquedesignsbyella.com

The first page has a little too much information on it. There is alot to
read and I think your designs get lost in all the writing. Make the
frontpage alot more simple so your designs stand out. I would also take
the web ring link, google search link and send to friend link off the
bottom as I always thin things like this make a site look a little
unprofessional - but that's just my view. I would also take off the
guarantee that your designs will make the person look younger etc as you
really can't guarantee this at all.

Maybe add some testimonials of people that have bought your designs as
this always helps.

Good luck and sorry if the above is a little negative.

Rachel
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=====================Site Review Response (2.3)===============

From: Mike Towle
Subject: http://www.uniquedesignsbyella.com

Zal,

You have really jammed the page with words and pictures. Don't be afraid
to leave some white space.

I suggest that you upload pictures of the jewelry that are much larger,
and can show great detail. The largest picture I saw was still pretty
small (and it took three clicks to get to it - probably more effort than
most people will put in).

You make claims that the jewelry will make a person look younger. Do you
have photos of that? This is a claim that is hard to believe. Unless you
can show evidence of it, most people will probably dismiss it as hype.
And if you can't show evidence of it, you shouldn't spend so much time
claiming it. If you can't show photos, back up the claim with
testimonials, but don't emphasize it so much. You say what you think
about the jewelry, but what others think is much more powerful. I expect
you to like it.

I don't think you need to tell people what occasions they could buy for.
People know why they are looking for jewelry, and if you specify a few
special occasions, you may limit their thinking.

Last, I do think there is too much clutter at the bottom of the page.
Why the Google link? What are all those other things. If you don't explain
them, and if they are not useful to your customers, take them out. I
suggest moving the guarantee to the top of the page (at least mention it
there, and link to the details).

I wish you luck in your efforts.

Mike Towle
----------------------------------------------------------------
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=====================Site Review Response (2.4)===============

From: Larry Strait
Subject: http://www.uniquedesignsbyella.com

Ella,

I see this a lot, you need to capture email addresses.
The easy way is with a guestbook, their free at bravenet. With emails
you can offer specials, like in nov. 10% of topaz or you can introduce new
products.People see something and say that's nice, then forget where they
saw it. People need to see you name over and over until they think of you
for that product. I've read it takes 5 to 7 times, before they buy. If you
don't know how to install this stuff, easystreetbiz can.

Hope this helps.

    Larry Strait
    www.portlavacae.com

p.s. I am not gone to make any money if you do or don't
use these services.

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=====================G u e s t A r t i c l e (1)===============

Also Ran
By Bob Osgoodby

I don't care if you are in an affiliate program, are involved in
Network Marketing or just trying to sell your products to a niche
market. Just ask yourself this: How many of the "High Fliers"
have their own web site, and how many of the "Also Rans" don't?

No one is going to take you as a serious on-line entrepreneur
if you are promoting a program with the URL such as:
http://www.someonesmlm.com/member/script.cgi?59432
However if you have your own site - http://www.yoursite.com
It will show you are serious.

Search Engines will strip off the script.cgi?59432, so there goes
your commission right out the window. That is if they bother
indexing the site in the first place. Undoubtedly the affiliate
page will already be indexed, and your page with them is most
likely going to be ignored as they already have it. They won't
re-index a page if it does not contain anything new, and since
you can't change it, it won't.

With your own site you will be able to easily track which
of your advertising campaigns are generating traffic and, more
importantly, which ones are generating sales. Without being
able to accurately track your ads, you will be wasting a lot of
money and time.

Having your own site will enable you to build up trust with
your clients and potential clients, something that is much
overlooked these days. Everyone involved in online sales,
recommends that you put contact information on your web site.
You can't do this with an affiliate page, but can do anything
you wish with your own.

Now here is the best part. Suppose you join a program, and get
an affiliate page that you spend a lot to promote. If the
program is "played out', or is simply not producing, and you
decide to investigate another opportunity, all the ad money you
spent is wasted. Many people are also in multiple programs, and
must advertise each independently as they all have their own
domain.

If you have your own site however, this is not the case.

You can choose which, and how many, programs you are promoting
all from your one site. This means that if you change or add
programs, there is no need to go through all your ads and change
your referral URL, You just need to change yoursite.com. A big
bonus is that if you do have multiple programs on your site,
someone may come from one ad, see another program they like, and
join that one as well.

I have only come across three arguments as to why people do not
have their own dot.com's:

1) I Already Have A Site With One Of The Free Hosts.

Look at your site through the eyes of a potential client. Do you
think the banner ads the free web site provider puts on your
page, enhance the information you want your potential clients to
see? Go to http://geocities.yahoo.com
and see if this is the image you want for your business.

2) I Can't Afford My Own Dot.Com Name And Site.

Really? You don't need many of those "bells and whistles"
included by many providers, so why pay for them. You could have
your own dot.com registered AND hosted for about $35 a year.
That's about the cost of one fast food lunch a month. Do you
really think this is too much to invest in your future? For an
example, stop by http://bitshack.com and you'll see what I mean.

3) I Can't Design A Website.

We are not talking anything complex here, just a simple site will
have dramatic results on your traffic, and sign ups. There are
also an abundance of free web building programs out there. Go to:
http://www.cas.psu.edu/docs/cashome/guides/htmllist.html
and you will find plenty of free and low cost tools you can use.
Remember you are talking about an on-line business, and this is
one skill you should learn.


Let's talk facts. As more and more people spend time on the web,
they quickly learn that if they've seen one affiliate site for a
company, they've seen them all. They also develop a dislike of
the "pop down" screens and banners of the free sites. They also
look with disdain upon free web space provided by ISP's, as there
is no degree of permanence there.

If they're going to do business on the web, they want to deal
with someone who will be around for awhile,  and your own web
domain and site is a good indicator. You at least are showing
your prospects that you are serious about doing business on the
web, and are not just an "Also Ran."

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=====================Joke of the Day (1)===============

Top 10 Bumper Stickers

10- Heart Attacks... God's revenge for eating his animal friends.
9- How many roads must a man travel down before he admits he is lost?
8- Don't be sexist -- broads hate that.
7- You're just jealous because the voices are talking to me, not you!
6- All men are animals, some just make better pets.
5- I need someone really bad... are you really bad?
4- Beauty is in the eye of the beer holder.
3- All men are idiots... I married their King.
2- The more you complain, the longer God makes you live.
1- It's lonely at the top, but you eat better.

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