Your Internet Business:
Seeing Through the Fog

This morning, I looked out the window, and couldn't see the river which is barely 100 feet away. I usually take my Golden Retriever "Bear" for a walk on the beach in the morning, but this morning he was going to be disappointed. We live on a peninsula and to get to the ocean beach, we have to cross a fairly busy road. "Bear" loves to run on the beach, but would quickly get out of sight because of the fog. If he couldn't find me on the beach, he might decide to head for home. He isn't "traffic wise" and I couldn't take the risk.

What does this have to do with the Internet, you might ask. Many people, who see the Internet as a great business opportunity, are like "Bear" on this foggy morning. They forget that they must have clearly defined objectives, and not get caught up in the "hype" that abounds on the Internet. Bluntly they are not "traffic wise" and could get burned.

A "Brick and Mortar" business requires initial funding, which may be substantial, to get started. Most people are usually quite conservative, and investigate it thoroughly before investing their hard earned dollars.

The "Net" on the other hand, seems like a golden opportunity. For a small investment, one can be involved in an online business almost immediately. But, like "Bear" on that foggy morning, they lose sight of the fact that there are thousands pursuing the same opportunity.

The "Net" has no magic. You can have a beautiful web site and a great offer, but believe me - the world will NOT beat a path to your door. You must market your business on the web, just like a "Brick and Mortar" business does.

You of course should include your E-mail address and your Web Site on your letter head and business card. If you run ads in the Newspaper or other areas, be sure to include that information there as well.

Online - develop a two or three line "Signature" which includes that information. Include this on all E-mail you send. Don't "spam"! Nothing turns people off faster than receiving "Junk E-mail" from you. In fact this could cause your Internet Service Provider to cancel your account. Build your own mailing list. This takes a bit longer, but will pay dividends.

One of your best bets is to advertise in E-zines - such as the one you are reading now. These are "highly targeted" publications that go out to specific groups of subscribers. As someone new to the web, this is probably the first place you should publicize your business.

And, remember - it takes 5 to 7 exposures to your ad, before people will usually react. A "one time" ad will probably have limited response. Don't expect miracles overnight. Working a web business, in many ways, is more difficult than a traditional business.

Forget the businesses that promise huge earnings in a short period of time, or without you having to work. The only people making money here are the promoters. Chain Letters, Envelope Stuffing, and other deals that sound too good to be true, should be avoided.

Can you succeed - YES! - but be sure to clear the fog before you get started.

Bob publishes the free weekly "Your Business" Newsletter. Visit his Web Site at adv-marketing.com/business/subscribe2.htm to subscribe and place a Free Ad for your business.

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