> SO, if you were asked the five best simple
> pieces of advice to make someone's website
> and web advertising work better, what would
> they be?

IF I were asked?

IF I were asked - and remember, no-one has actually asked yet - then maybe I might consider kinda sorta possibly saying...

On Marketing:

1: Create some marketing to test.

2: Locate places where you can test the marketing you created.

3: Run your marketing... Test, Test, and Test some more. THEN, do some more testing.

4: Monitor your testing to find the test that gives you the best results.

5: Keep doing what your testing reveals works the best.

On Websites:

1: Avoid using flash, shockwave or anything that requires Active X to be used.

2: Avoid requiring I download stuff to be able to use the website.

3: Keep graphics to a minimum. And what graphics you have, make them fast loading. Not everyone has a cable modem.

4: Design your website as if an idiot is visiting it. What might be obvious to you is not obvious to everyone else. So use plenty of instruction - click here, press the right arrow to continue, etc.

5: Use Arial font. Studies show it is easier to read on a computer screen.

Bonuses for both:

1: Put your URL on your offline marketing material - business cards, checks, invoices, ads, brochures, etc.

2: IF your business is suitable, create some way in which your customers can interact with you.

3: Keep It Simple. A confused mind say, "No."

4: Treat your online marketing as seriously as your would treat your offline marketing.

5: Lower your expectations. You ain't gonna run one ad and get a flood of orders. Let the orders dribble in and compound the profits into more marketing and business generation.

Michael Ross


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