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THE ONLINE EXCHANGE E-ZINE...
© Online Exchange Edition....August 28, 2000
http://www.marketingtrendz.com
ISSN: 1528-3992
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~WELCOME to the latest edition of The OnLine Exchange E-zine.
We are dedicated to keeping you informed of all the up-to-date
Marketing Trendz the Internet has to offer. This E-zine will give you that
Leading Edge and will always keep you one step ahead in the
Marketing World. (To review more business tips, go to :
http://www.marketingtrendz.com/archives.htm)

ONLY subscribers or those corresponding with us in reference to home
business opportunities should receive this e-zine. We will NEVER provide
our subscriber list to ANYONE. We respect the privacy of our readers.

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IN THIS ISSUE:

~  Our Top 3 Stars~~"Sponsors in the Spotlight"

~  **Feature Article**   Why Are Your Customers Hanging Out At
Your Competitors Web Site?

~  "TOP Pick" Classified Ads

~  Business Know-How *   PROCRASTINATION

~  ADVERTISE With The OnLine Exchange E-Zine

~  The "Encouragement" Exchange

~  A Word From The Editors *  Back to School- time to get serious!

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FEATURE ARTICLE*

Why Are Your Customers Hanging Out At
Your Competitors Web Site?
- by Diane Leonte
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The answer to this questions lies in the Marketing 101
textbooks...... You must first do your market research
before you spend your first penny on advertising or you will
lose your shirt.

Step one in any business plan must include market research,
for without it, your business will fail. Too many start up
Internet businesses have jumped online without the benefit
of the advantages they would gain as a result of doing
market research.

2 Essential Elements of Your Market Research Must Include:

*Knowing who your customer is...this will help you to target your
advertising message.

*Knowing who your competitors are....this will help you to obtain
a larger market share.

Internet Marketers have a great advantage over brick &
mortar businesses, in that they can easily access the
information they need for market research through the
search engines.

Keywords and keyword phrases entered into your Internet
browser will bring onto your desktop every piece of
information you will need to market your product and service
effectively on the Internet and gain a larger market share.

Here's the steps to "market researching" your customers and
competitors:

Step 1.... Define Your Customer's Profile

    Do not make the assumption that your target audience is
    larger than it really is, this will cost you sales...
    because you will attract visitors who are not buyers.

    Tailor your customers profile to fit your ideal buyers,
    not "tire kickers" and "freebie addicts"(if freebies
    are geared towards your product, that's okay).

    Create a thumbnail sketch for each segment of your
    target audience.  There is probably more than one type
    of customer for your product or service, don't leave any
    one out.

    Make a list of what your customers want, what they
    need,  what they can afford to buy, what their sense
    of urgency is, and what their concerns are.

    Write a benefit that your product or service offers for
    each item on this list.

Now you have the ammunition you need for the next step.

Step 2.... Choose Keywords and Keyword phrases

   Make a list of all the keyword and keyword phrases that
   your customers would use if they wanted to find your
   product or service on the Internet.

   With the help of the Goto.com keyword suggestion list and
   JimTools' Keyword Research Tool,  you can come up with
   100s of keywords you may not have thought of otherwise.
  http://inventory.go2.com/inventory/Search_Suggestion.jhtml
  http://www.jimtools.com/keywords/index.html

   Take your time with this. Put yourself in the shoes of
   your customer... the longer your list of keywords, and
   keyword phrases, the greater your chances of gaining a
   larger market share.

   Enter your keywords and keyword phrases into the major
   search engines, and bookmark all the web sites that turn
   up as a result of your searches. Now you know who all
   your competitors are, and where your customers are
   hanging out.

Step 3... Analyze your Competition

   Naturally it makes sense to take a closer look at the
   web sites you bookmarked that have ranked the highest
   in the search engines, as they will be your biggest
   competitors. For example, the web sites ranked in the top
   10-30 in any of the search engines are more than likely
   drawing larger market shares.

   Determine why.....

   Take a look at each web sites meta tags in the view
   source function in your browser. You can view the source
   code of any open web site in your browser by selecting
   "Source" in the "View" function of Internet Explorer or
   "Page Source" in the "View" function of Netscape.

   Examine the keywords, description, and title that your
   competitor is using in their meta tags and see how your
   own meta tags compare (you do use meta tags don't you??).

   Do you need to fine tune your meta tags in order to
   increase your chances of ranking higher with the
   search engines, then do so. This activity alone will
   bring your more targeted traffic.

   How does your web sites sales copy compare to your
   competitors. Chances are that your larger competitors are
   using benefit rich sales copy. Fine tune your web site
   sales copy to address how your product or service will be
   about helping your customer get what they want and need.

   How about the design of your competitors web site?  You
   can learn more about what is more attractive and
   compelling to your customer by comparing your web design
   to that of your competitors. For example... is your web
   site easy to navigate? Do you have a consistent focus on
   one or two products/services?  Do you have a web site
   that is cluttered with gyrating banners for unrelated
   products/services?

   Does your competitors web site offer more online payment
   options than you do?  Are they easier to use? Do they
   send an automatic thank you with each order?

   What about customer service? Does your competitor follow
   up with their customers to determine their level of
   satisfaction? Do they offer real time online customer
   support?

   What about price? Where is your pricing compared to your
   competitor?

   How about added value? Does your competitor offer more to
   the customer with the purchase of their product/service?
   For example, a guarantee, a bonus, or a trial version.

   How much advertising does your competitor do and where?
   To find this out, simply search the Internet using your
   competitors web site name, or product name to find out
   where else they are linked to.

***Keep in mind the above suggestions do not suggest or
encourage copying any web site, web site copy, or HTML code
from your competitor's web site. There are copyright laws
that protect us all from this kind of activity. You can use
the information obtained from your Internet searches for
ideas on how to improve your own web site only.

This is no different from how the bricks & mortar businesses
gather their market research information about their
competitors when they send employees out to "Shop" their
competitors stores and buy their services and products....
the glaring difference is that Internet Marketers can gather
all the information they need from a larger number of
competitors in a fraction of the time it would take the
offline business to do so.

This is a wonderful time to be in business on the Internet,
and if you have not taken the time to do your market
research, then stop everything you are doing to promote your
business and focus on accomplishing the three steps above.

By doing so... you will gain customers and gain on your
competitors in market share.

Good Luck Online.

© Copyright 2000 Diane Leonte, - All Rights Reserved
 ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Diane Leonte is a Business Coach, specializing in Making
Money on the Internet. Web master of "Wealth In Mind"
http://wealthinmind.com and Publisher of the "Achieving
Success & Wealth" mailto:subscribe@wealthinmind.com.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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^^^^^^BUSINESS-KNOW-HOW^^^^^^^

 PROCRASTINATION
By: Dr. Donald E. Wetmore

Procrastination is one of the biggest enemies we have to our
Personal Productivity. Thinking about doing something and
planning to do it are fine, but what if we fail to move
ahead?

Procrastinating the unimportant items in our day is a useful
talent. The problem for many, however, is that we are
procrastinating the important and crucial items in our day,
reducing our personal productivity and increasing our stress
levels.

Here are five pointers to help you to better overcome
procrastination. (You can implement them now or perhaps
tomorrow . . . or better yet, next week.)

1. Daily planning the night before. "People don't plan to
fail but they sometimes fail to plan."  Without a plan of
action in place before you arrive for work it is easy
to get caught up in "stuff". The phone rings, someone drops
by, and you direct your time responding to the loudest voices
demanding your attention rather than to the most important
priorities on your plate. A plan of action prepared the
night before is like a roadmap for the next day. You know
what your next step ought to be to get you into productive
action and away from procrastination.

2. Work with a clean desk. "Out of sight, out of mind." The
reverse of that is just as true. When it's in sight, it's in
mind and most of us cannot help but be distracted and our
time is then directed to the less important and easier tasks
causing us to put off the more important tasks. Working with
a clean desk or clean work environment permits us to have
only the most important task before us so that we can focus
all of our attention on that task without other visual
distractions.

3. Reduce large projects to bite-sized pieces. How do you
eat an elephant? One bite at a time. Tomorrow you plan to
work on a three-hour project. The problem is, many of us do
not get three hours to work on any one item. We have to
contend with interruptions, meetings, etc. (I don't know
that I even have an attention span that lasts for three hours!)
And we often wind up procrastinating working on this
task because "there's not enough time to get this done". So,
instead of scheduling the entire three-hour project for
tomorrow, schedule a small bite, a step or two that might
take 20 or 30 minutes. Then put the next step on the next
day's To Do list and the next step after that on that next
day's list, etc. It may take several days, but you will get
that elephant eaten up, one bite at a time.

4. Plan around interruptions. Interruptions tend to occur in
identifiable patterns. I get most of my interruptions early
in the day versus later in the day. I get most of my
interruptions early in the week versus later in the week.
So, if I plan a big project first thing Monday morning, I'm
creating stress because as soon as I begin, interruptions
arrive and re-focus my attention, causing me to procrastinate
what I really wanted to do. It is so much easier swimming
downstream with the current rather than bucking the tide.
Therefore, I plan those larger projects for later in the day
and later in the week when I tend to get fewer
interruptions.

5. Assign deadlines. Have you ever failed to achieve a New
Year's resolution? If so, that probably happened because you
did not set a deadline. Deadlines move us to action. Without
a deadline, things wind up in our "as soon as possible"
pile, a "Never Never Land" where items will get attended to
"someday", "when I get the time". Create a deadline and you
will be moved to action.


About the Author:

Don Wetmore is a full-time Professional Speaker who has made
over 2,000 presentations to audiences from all around the
world. If you would like Don to help your organization increase
personal productivity and have fun doing it, give him a call
now directly at: (203) 929-9902. (And don't put it off!)

Would you like to receive free Timely Time Management Tips
via email on a regular basis to increase your personal
productivity and get more out of every day? Sign up now for
your free "TIMELYTIME MANAGEMENT TIPS". Just go to:
http://www.topica.com/lists/timemanagement and select
"subscribe". We welcome you aboard!

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SUCCESSFUL ADVERTISING STARTS HERE.....

What does Advertising in The OnLine Exchange mean?

  *Your AD is sent to over 20,000 opt-in subscribers.
  *Our Readers are all part of your Target Market.
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    Way to Advertise any business.
  *Very Affordable Prices and Packages are Available.
  *Your Business Deserves the Most reliable Advertising...
    and The OnLine Exchange has what you are looking for.

Come and See What we Mean....

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Ezine Advertising Works!!! Watch your business
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//////////////////////////////////////////


**THE ENCOURAGEMENT EXCHANGE**

»@«*´`*»@«*´`*´~`·.¸¸©¸¸.·´~`*´`*»@«*´`*»@ «

 
Advice

To profit from good advice requires
 more wisdom than to give it.

John Churton Collins
»@«*´`*»@«*´`*´~`·.¸¸©¸¸.·´~`*´`*»@«*´`*»@ «

///////////////////////////////////////////////////

RECEIVE A FREE AD FROM THE ONLINE EXCHANGE

You can Earn a FREE Top Pick Classified AD with
The OnLine Exchange.  Please go to:

http://www.marketingtrendz.com/referal.htm

and see for yourself!

///////////////////////////////////////////////////

A Word From The Editor:

We hope you have enjoyed this issue of the
Online Exchange E-zine.

We would like to welcome all our New Subscribers.

The kids are just about Back to School if not already.
This means it is time for all of us Business Entrepreneurs
to get really serious about the rest of the year. This means
it is already time to start planning your holiday advertising
strategies. YES< this early!!!   You will see some big
Advertising Specials being planned out through
The OnLine Exchange.  I know you must be thinking it is
still 3 months until the holiday season for most of us, but
in all reality, this is when most businesses begin to really pick
up.  If you start investing NOW  for November and December
advertising, you will not have to worry about it then.  You will
have that money to spend on the holidays and not have to worry
about putting some aside for advertising.  ALL Ezines who have
been in this business for awhile already know that it is time to
gear up for holiday specials.  So keep a close eye out for our
Advertising packages in the next 2 weeks.  We will
have 2 month advertising packages customized for you with
unbelievable discounts.  HERE at The OnLine Exchange, we are
well aware of the tightening of the belts for the holiday season.
Or should I say, loosening of the belts, and tightening of the wallets.
LOL  : )

I will have a special holiday page ready for you very soon.  These
specials will be ONLY for our Subscribers of The OnLine Exchange,
so you can imagine the tremendous discounts we will be providing you.

Well we really filled this issue up with plenty of resources
and tools that I know you will find very helpful.  Between our
Exchange Ezine and our Marketplace Ezine, I am sure
you are gaining a lot of knowledge.  That is our main objective
to our Ezine in the first place.

If there is anything you would like to see more of in our
e-zine, or  any comments, questions, or
concerns you may have, please feel free to email us
anytime at:
mtrendz@cs.com


Best Regards,

Debbie Solomon
=================================================
Until Next Time!
Debbie Solomon and Sara Hardy
Owners and Creators of
MarketingTrendz &
The Online Exchange E-zine
http://www.marketingtrendz.com
admin@marketingtrendz.com

=================================================

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