It is when you make three wishes, rub the lamp, and then you expect them to instantly come true. For example, you have probably seen promotions claiming you don't need to know anything about the Internet, anything about computers, or even have a product or service, and yet you can make your fortune on the Internet. Although this sounds good, it just doesn't work!

If you take this approach and don't know what you're doing, marketing on the Internet is the fastest ways to lose a ton of money!

How can I determine if I’ll be successful marketing on the Internet or if my products or services are even right for marketing on the Internet?

The Langford’s offer these four simple questions to ask yourself to determine whether it's worth your time and energy to market on the Internet.

1. Do I have a high quality product or service?

2. Am I open to new things?

3. Am I willing to learn about the Internet's culture and rules?

4. Am I willing to invest the resources to make my Internet plan successful?

If you answered yes to all four questions, marketing on the Internet can help you make a lot of money! (If not, don't waste your money.)

What are the benefits of marketing on the Internet?

The Langfords offer the following reasons.

1. You'll Make A Lot Of Money By Selling Your Products Or Services On The Internet.

There are two types of products you can effectively sell on the Internet:

· Horizontal products like diet products which appeal to a very large portion of the population

· Specialized niche products which appeal to a specific market

Are you concerned that your product is too specialized to be successful on the Internet? Well you don’t need to be concerned. One of our customers owns a ranch in Montana and does cattle breeding. He is planning to sell bull semen on the Internet! Yes, you read that right. And if that's not a very specialized niche market product, I don't know what is! Although agricultural and farming products are probably not the first kinds of products you'd think would work well on the Internet, we believe he'll sell a ton of it.

2. You'll Get Leads Very Inexpensively.

The Internet can be a great source of very low cost, high quality leads. Teresita Dabrieo built a multi-million dollar consulting business before she turned thirty. She recently started sharing her secrets with other technology consultants and is marketing her advice entirely over the Internet.

3. You'll Increase Your Credibility and Shorten Your Sales Cycle.

These are two of the hidden benefits of using the Internet for your marketing. I'll illustrate the power of the Internet to accomplish both of these by using a great example from Beth Ellyn Rosenthal.

Beth Ellyn has a company called Meltdown International, which specializes in helping people lose weight using a process called TMA or Tissue Mineral Analysis. The headline of Beth Ellyn's Web site is "Learn How To Burn Fat Twenty-Four Hours A Day! Even While You Sleep!"

Beth Ellyn includes a vast amount of fascinating, readable, in-depth, scientific and nutritional information at her Web site. For example, you can learn about various topics such as:

· Is your biochemistry out of whack?

· How can too much calcium make you fat?

· Ways to prevent hair loss: how too much or too little copper can cause hair loss. Etc.

It's an impressive Web site. And it's producing results: Beth Ellyn's revenues increased 254% in 1995!

I asked her how she accomplished this growth. Her answer is very interesting. She said,

"The only thing I've done differently this year is that I set up my Web site in March (1995). The main thing my Web site did for me was to give me instant credibility. It gave me the opportunity to show people that I really know what I'm talking about. Until I had the site, people always asked where I got my M.D. In fact, I lost up to 60% of my prospects because they didn't trust or believe me, even though I have an excellent background in biochemistry and work closely with a doctor. Since I've had the site, not one person has asked me about my credentials. There is so much information at my site, they are assured I know what I'm talking about."

Which she does!

Beth Ellyn continued, "The site sells the TMAs for me. Before I put up the site, I spent about 25 minutes on the average explaining the program. Now, I rarely have to explain anything. People already understand because they have visited the site. So, now I can sell 78% more people because the site does all the selling for me.

“Finally,” she continues, “here's some more interesting news: I'm now receiving more leads from my marketing on the Internet than I am through my traditional advertising. This is particularly remarkable because my traditional advertising costs me about $3,000 a month, which is over 60 times what I spend on my Internet marketing program! However, as good as these results are, this didn't happen instantaneously - it's taken about 10 months for the awareness to build for this to happen."

NOTE: Five Star Tip: Teach people something new and interesting at your Web site. This will differentiate you and your company from your competition. Remember; provide useful information, not hype!

(For more information you can contact Beth Ellyn Rosenthal by calling her at 214/390-0323, paging her at 214/795-8117, emailing to bethellyn@intex.net, or visiting her Web site at http://www.intex.net/meltdown)

4. You'll Save Money Using Email To Communicate With Your Customers, Prospects, Suppliers, Employees, Investors, etc.

Now let's consider three important ways to save money.

You can slash your fax charges, FedEx bills, and your long distance phone bills by using email instead. For example, our company saved over $5,000 in 1995 just by using email. And we've been saving a lot more in 1996 as more of our business partners, customers, suppliers, etc. get email accounts.

Here's why: let's say you live in Kansas City and you use a local Internet Service Provider (ISP) to connect to the Internet. (An ISP is a company that rents connections to the Internet so you can access the Internet.)

That means all of your phone calls to connect to the Internet are local calls (unless you really live in the boonies!). When you explore or "surf" the Internet, you'll be visiting Internet sites from around the country and around the world. And you'll be sending email to people from around the world. However, all of this will be done via your local connection to the Internet. That means whether you're visiting a Web site in Cairo, Tokyo or San Francisco or sending email to people in these cities, all you pay is a local phone charges (and the cost of your local Internet account)!

So, it's virtually free to communicate with people from all of the world. That's one of the most exciting aspects of the Internet!

Let's take this one step further. Let's say you have 5,000 customers who have email addresses. You can create a list of their email addresses, which is very easy to do. Then, whenever you want to send them a sales letter or newsletter or other important information, you just basically push a button, and your message goes to your entire mailing list almost instantaneously - and almost for free! It's about as easy to send your message to all 5,000 of your customers as it is to one of them.

And you can do it over again with just one or two mouse clicks. So, you can save a lot of time - as well as a small fortune in postage and printing costs.

NOTE: Five Star Tip: Always have back-end products and services to offer your customers, and offer them monthly. With email, you can do this for free!

Now, one very important caveat: Some of you may be thinking that you can send your sales message to prospects as well. And that's true. BUT, it is essential that you only send email to people who want to receive it from you.

In other words, don't send "bulk email." This is called "spamming." It can ruin your Internet reputation VERY fast and create other huge problems for you. You should avoid sending bulk E-mail like the plague!

We'll spend a few minutes explaining why this is so important. Let's start out by defining "bulk email." Bulk email is promoted as the electronic equivalent of direct mail, where you can send your electronic message to a large number of recipients via email on the Internet.

Proponents of bulk email say there are huge advantages to using bulk email for your marketing. They point out that the costs of bulk email are almost trivial compared to the costs of sending out direct mail. And they say it is much faster than other forms of marketing and advertising: recipients get your message almost instantly, rather than having to wait days, weeks or months. Some claim the response rate can be higher than other forms of advertising. They often promise that bulk email "assures a 100% readership." And finally, they point out that it is "environmentally friendly" since no paper is used."

And there are many people who will tell you that sending out bulk email is the road to riches. After all, they claim that since the cost of sending out your email is virtually zero, you can reach hundreds of thousands - or millions - of potential prospects for free. And since some of these prospects will be interested in your offer, you can make millions of dollars by sending out this bulk email. No way!

Let's look at just a few of the reasons why:

· Many people on the Internet hate getting unsolicited email. They feel very strongly about this. They believe unsolicited email violates "Netiquette," the rules for being a good Net citizen. Enraging and completely turning off a significant proportion of your prospects is not a good marketing strategy!

· Bulk email just plain doesn't work. There are countless examples of companies who have sent out bulk email, and not only did they not get the results they hoped for, they also ruined their Internet reputations for future Internet promotions.

· You put your own email account and Web site at risk. Some of these people who become enraged will do more than simply not buy your products.

· If they are polite, they may just email your Internet Service Provider (ISP) and ask that your account be closed. One complaint won't cause an ISP to close your account - several hundred probably will. Or they may request that your Web pages be removed from access to the Internet.

If they aren’t polite, they’ll "flame" you, meaning they’ll send nasty or derisive email. It's like someone stuffing your mailbox with a lot of junk. Quite obviously, there are much better ways to achieve the results you are seeking. Now, back to the good news.

5. You'll Save Money Printing Catalogs, Manuals, Schedules, Directories Or Other Large Documents You Publish.

Again, let's look at an example. Broderbund, the software company, can create its on-line product catalog for one-fifth of the cost of just designing its print catalog!

And that doesn't include all the money they save on printing! You can anticipate similar savings. What's more, you won't waste money on obsolete catalogs when prices or products change. No more out-of-date waste.

Instead, you can just edit changes on-line within minutes. You can make changes any time you want, 24 hours a day, and your customers always get the latest information. Don't you wish you could do that with your printed catalogs after they've left the printer?

6. You'll Save Money On Customer Service and Improve Customer Satisfaction.

By having your information available to your customers on your Web site, your information is available 24 hours a day, 7 days a week. So, whenever customers have questions or are having problems, they can go to your Web site for the solution - they don't have to wait until normal business hours.

For example, Synopsis has used the Internet for their own product called SOLV-IT! According to the company, they were able to have a full-time team of five people in place of 28 engineers, saving the company $875,000 in one quarter, or $3.5 million/year.

And these cost savings were not even their primary goal for their Internet site: their major reason was they wanted to increase their level of customer satisfaction by providing almost instantaneous service for many customers!

One more thing: Many businesses are now directing their prospects to their Web sites in their sales literature. For example, you could write: "Do you have more questions that you'd like answered? Check our Web site for frequently asked questions (FAQs). Then, if your questions still aren't answered, please call our offices at 800-555-5555 or send us an email at questions@yourcompany.com."

7. You'll Become A Leader and Gain A Competitive Advantage.

Fortunately, we're still at the very early parts of the Internet explosion. But now is the time for savvy entrepreneurs to start using the Internet. By getting in now, you can reap the profits from this exploding phenomenon and gain a huge competitive advantage. But this opportunity to be a leader and reap these competitive advantages won't last much longer! Internet marketing offers businesses with high quality products and services tremendous opportunities to save - and make - serious money!

We've provided just a few examples of the kinds of advantages companies are experiencing today by using the Internet. And, as you can see, making money on the Internet is not just something that may happen in the future. It's something that is happening today! And you can gain these seven powerful advantages of using the Internet to "shamelessly" promote your products and services - starting today!

What are the guidelines for marketing on the Internet?

Crack copywriter Carl Galletti offers these tips:

1. Get Your Web Page(s) Registered with the Various Search Engines

The only way people will find out about your site and visit is if they can find it. The best way to find anything on the World Wide Web is to use the search engines. Visit the site: http://www.search.com/ and you will get access to ALL the search engines on the net. These search engines are like electronic directories. They make it possible for anyone to enter a few words to locate Web pages that contain relevant information.

2. Link Your Web Page(s) to Other Similar or Supportive Web Pages

Find other Web sites that attract the kind of prospects that might be interested in your products/services. Then offer to "swap links" with them. This means they put a link to your page on their site and you do the same for them.

When users visit their site, they will also find out about yours and, if interested, come visit. Users most interested in your products will show up.

Some sites charge for putting a link/links in their pages. You must evaluate the economy of this. If they have a large number of "hits" (i.e., visits by users), you are likely to get a lot of action. But beware; none of these "hits" figures are yet auditable. So figures you have could be a lot of hot air.

Instead, go by results, especially if you have to pay... and especially if you have to pay a lot. Make the arrangement contingent on results -- YOUR results. If you are generating sales and the figures make sense, continue the relationship. Otherwise, drop it and try elsewhere.

3. Use Graphics Sparingly

It still takes a while to load graphics. Some browsers don't display until after everything is done loading. If you have lots of graphics that take a long time to load, you are going to lose your audience. And consequently your sales. Instead, put the graphics at the END of the experience.

For example, if you want to show a picture of the product, let it be a clickable option that the user can click on or ignore. That way, you don't force anyone to wait for the graphics unless they want to and feel a need to see them.

4. Make Your Graphics Useful and Relevant

Having your prospects wait 60 seconds for the graphics to be downloaded only to find that it adds nothing to the experience... well, this will certainly NOT endear them to you or your product.

5. Good Marketing Principles Still Apply

Just because the Internet is a different medium than print, radio or TV doesn’t mean that workable marketing techniques have been suspended. The same basic principles that work off the net often work just the same on the net.

You MAY have to make adjustments in the implementation but don't abandon the techniques that have been proven to work.

For example, we know from print advertising that reverse copy (white letter on a black background) doesn't work nearly as well as black on white. The words are harder to read and you lose readers. The same goes for confusing backgrounds. And yet, everyone is going wild putting intricate backgrounds on their pages. Sure users can usually turn off the background but most won't. And if you let them decide whether your words will be readable or not, you are likely to end up with a lot fewer sales than otherwise.

I prefer black type on a plain white background. It won't win any awards but I bet it generates a lot more sales.

What are some other tips on crafting an effective campaign?

These are from business consultant Peter Meyer who consults on and with management. They want you to remember this, “Effective sales results come from effective tools. Use these well to get a great return on your investment of time and money.

1. Tailor your U.S.P. Make sure that your Universal Selling Proposition (U.S.P.) is both very short and totally focused on the effect that your client will get from working with you. Resist the temptation to talk about yourself, your company, and your product.

2. Give Value Away. Internet prospects are likely to be used to looking at value before image. The best way to create an image of value is to deliver it. Consider providing a free report that shows how to resolve a critical problem. Do not be afraid to give away your secrets.

3. Make Sure You Have the Right Systems. Internet prospects expect much faster turnaround than traditional prospects. Be sure you can respond quickly to volume, and your system keeps in touch with customers and near customers.

4. Put Effect Ahead of Technology. Just because the latest technology is available to you does not mean that it is available to your clients. Keep far enough behind the technology curve that you are with your customers. Remember that content is more important than being cool.

5. Become Real. People buy from people, especially over the net. Make a real effort to be seen as a person in addition to a company.

What is in store for the future of Internet marketing?

These crystal ball gems come from Fran Pomerantz, President of The Pomerantz Group, Solutions for New Media Business:

1. Although HTML and other tools are enabling the playing field to be equaled so that non- programmers can input on the web...programmers of the world will be more important in the future as technology develops further.

2. The Internet will be programmable for your specific entertainment, study, and newsgathering formats. "Smart Agents" will go out on to the web and retrieve the information that you want to see and have it ready for you when you tell it to.

3. Commerce will be an everyday occurrence on the Internet.

4. Virtual Worlds will be commonplace. When buying a house you’ll "walk through" the house, the schools and visit local bookstores and restaurants.

5. Travel arrangements will be made by viewing a city deciding on a hotel by the conditions you enter. Then you will "see" the room assigned to you, conference rooms and all other amenities necessary for your stay.

6. Original entertainment will be viewed on the Internet; however, the size of the screen will resemble your TV. You will be a character follow a story and because of the choices you make the story will unfold differently for you than your neighbor. Online multi-player games will unite the world. Teams made up of players around the world will compete with one another. This medium will go along way to eradicate gender differences, prejudices and unite, stimulate and draw us closer together.

RESOURCES

· Audri and Jim Langford: http://www.scambusters.com

· Carl Galletti, carl@edit.com

· Peter Meyer, The Meyer Group, (408) 439-9607

Audio

· Everything You Wanted To Know About the Internet But Were Afraid To Ask! Rounds Miller & Associates (310) 544-9502, http://www.roundsmiller.com

Books

· 101 Ways to Market Your Home Based Business on the Internet by Raleigh Pinskey, (800) 249-7322 http://www.promoteyourself.com

· 101 Ways to Sell Your Books and Information Products on the Internet by Raleigh Pinskey, http://www.promoteyourself.com

· Promote Guerrilla Marketing, Marketing On the Internet, Jay Conrad Levinson http://www.gmarketing.com

· Dan Janal’s Guide to the Internet, http://www.danjanal.com

· Fishin’ With A Net, How To Do Business On The Internet, Mike Rounds, (310) 544- 9502, http://www.roundsmiller.com

· Check the computer magazines for the most recent, approved selections.

· Ask your local bookstore for the best seller.

· Check with computer course teachers at your local adult education facility for the books they use or recommend.

Magazines

· Check your newsstand, there are many to choose and learn from.