Aaronz WebWorkz Weekly Newsletter

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Aaronz WebWorkz Weekly E-Zine
A Weekly Newsletter of Hints, Ideas, and Resources for
Friends and Customers of www.AaronzWebWorkz.com
Issue #45 September 27, 2002
Aaron Turpen, Editor, aaron@aaronzwebworkz.com
------------------------------------------------------------
By subscription only! Welcome to your next issue of the
Aaronz WebWorkz E-Zine. You are receiving this newsletter
because you requested a subscription. Unsubscribe instruct-
ions are at the end of this newsletter.
------------------------------------------------------------
IN THIS ISSUE
------------------------------------------------------------

=> Feature Article:
October Is Self Promotion Month
=> From The Webmaster
=> Readers Talk Back!
=> Guest Column:
Free Agent Accountability
=> How to Be Featured as our Guest Columnist
=> Copyright and Reprint information
=> Subscribe/Unsubscribe information


------------------------------------------------------------
October Is Self Promotion Month
Founded by Debbie Allen (all rights reserved)

Editor's Comments: As many of you know, my part-time career
as an article writer has been blossoming lately. It all
started with this little e-zine. One of the big milestones
is getting yourself printed in the real world, on paper.
Well, when Debbie's new book comes out (in a few short days)
I'll be in it!
------------------------------------------------------------

This special event was created out of the discovery that
most people do not feel comfortable actively promoting
themselves - nearly 80% of our world's population doesn't
GET IT.

Why is that? ...
Most people do not feel comfortable with the concept because
they feel that they will appear boastful or pushy. Most
people were raised with the belief that it is not polite to
talk about yourself, therefore holding themselves back from
numerous missed opportunities. In fact, what they fear the
most is not lost opportunities, but the fear of REJECTION!

Now let's think about this ...
Not promoting yourself goes against the grain of all
marketing and sales concepts! Doesn't it? If you don't
promote, how will others know what you have to offer? And
how can you ever be truly successful?

Let me ask you this ...
Are you passionate about what you do? Are you the expert in
your field? Do you help others to receive satisfaction with
your products and/or services? Do you receive wonderful
testimonials from your customers and shameless fans? Sure
you do! Therefore, you must tell as many people as you can
about how and why you can help them. Wouldn't you like to
help more people and create more satisfied customers from
your products and services? If you help them, they will
help you in return by
supporting your success.

Are you getting it yet? ...
If so, you must tell everyone about it, and from the roof-
tops shout it!

Getting it RIGHT ...
Tell people what you do in a HELPFUL manner - not a self-
serving manner. Don't promote just to make the sale. If
you truly care about helping your customers and want to help
more prospective customers, you must learn how to be a
successful self-promoter - NOT a pushy sales person.
Everyone enjoys BUYING things, but no one enjoys being SOLD.

5 BIG tips to developing shamefully successful
self-promotion:

1. Develop a strong belief system.
Work on your personal growth as much, if not more than, your
professional growth. This will help you to create better
customer service, increase your self-esteem and personal
success.

2. Seek out and act upon opportunities everyday.
Sometimes the most important strategies appear to be so
simple we tend to ignore them. Keep your eyes open and
your laser beam focus tuned in.

3. Build a strongly connected group of strategic alliances.
Co-market and connect with other businesses that have the
same core customer base. Promote others like crazy - even
promote your competition.

4. Ask for referrals and testimonials.
Refer others too - become a referral source. Use testi-
monials from your shameless fans in all your marketing
materials.

5. Take your expertise to a higher level.
Discover the EXPERT within yourself by becoming a life-long
learner. Absorb as much information as you possibly can
about your chosen career. Develop an award-winning
portfolio that is built around your expertise. Promote your
expertise to the media in print, radio and TV.

Since discovering the science of self-promotion, I have
helped people from around the globe learn the art of
successful self-promotion. By sharing these concepts,
it has opened the eyes and ears of thousands that now
accept a new belief system. A belief system that has
turned around many businesses and helped to build
many careers. This was and still is, the most incredible
rewarding experience of writing my book Confessions of
Shameless Self Promoters.

If you have not yet read the book, and do not know what
thousands of others have learned, you may begin by
downloading a free chapter of the book at
www.ConfessionsofShameless.com

Much shameless success, Debbie Allen
Debbie@DebbieAllen.com

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From The Webmaster
by Aaron Turpen, Editor
------------------------------------------------------------

Wow, what a great time we're living in. At least it is for
me. I had a pretty big week this week. :) A new computer
(the notebook I'm typing on now), a power drill (what man
doesn't love power tools?), a weekend at the Gun Show eating
bad food and talking about toys with other manly men, and
Saturday I'm leaving to go to Southern California to be in a
commercial!

In the world of technology, Moore's Law continues to hold
true as our technology gets smaller and faster. Both Intel
and AMD announced new processors in development and that
prices on current technology will be dropped (again). The
"laser keyboard" is due to be released to market in the next
couple of months. This is a device that projects a keyboard
onto any flat surface using a laser. It then tracks your
finger movements to let you "type." These will be HUGE in
PDAs, wireless phones, and similar devices.

If the article above and the sample chapter Debbie offers
tantalizes you enough, maybe you'd like to get a copy of the
book for free? If so, the coupon below might be your
ticket. Just copy and paste it into an email to me (you
can reply to this newsletter) with your name and shipping
address. I will randomly draw a winner in two weeks' time!
You can enter twice by responding to this issue and next
week's issue as well. Good luck!

*-----------------DRAWING------------------*
Win a Copy of Debbie Allen's New Book
"Confessions of Shameless Internet
Promotors"
This book will be printed next month and
features an article by Aaron Turpen (your
editor)! The winner will be drawn and
announced in issue #47 of this newsletter.
*-----------------TICKET-------------------*

I will even cover the postage and handling! The book will
be sent to the winner of the drawing as soon as it is
available - which may or may not be at the time of the
drawing. Good luck!

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Readers Talk Back!
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"Ever try to get a server cert out of Versign in a
reasonably quick amount of time? How about those new and
incompatible certs that IE 4.x and WebTV can't validate?

Monopolies Suck."
--Rob K.

"I read this weeks newsletter and wanted tom ask if you see
any immediate threat to Thawte as they are the people we
paid for our security certificate for my site?"
--Jeff L. (www.LobsterPotDirect.com)

Editor: Hi, Jeff. Your question is a common one, so I
wanted to include it. If you already have a certification
or plan to apply for one, you will be OK. Since certs are
Verisign's main source of income, it will be the last thing
to go should they start downsizing. They appear to have
plenty of funding right now (unlike most dot coms) and a
good deal of investor trust - probably due to their
"market standing" (read: monopoly), so it's doubtful they'll
be going anywhere anytime soon.

------------------------------------------------------------
If you would like to send a comment or letter to the editor
for inclusion in this newsletter, please address it to:
mailto:newsletter@aaronzwebworkz.com?subject=TalkBack!.
All are welcome to give their opinion, criticism, or kudos!

------------------------------------------------------------
Free Agent Accountability
Copyright 2002 by Paul Bednar. He publishes a free
newsletter where each issue provides an informative article,
answers a common question, and shares a lesson learned. To
subscribe, visit his web site at
http://www.free-agent-information.com
or send email to mailto:subscribe@free-agent-information.com.

Editor's Comments: This is good information whether you're
a consultant, free agent, or an entrepreneur. The lessons
here are universal.
------------------------------------------------------------

The recent surge in corporate deceit and scandal should be a
wake up call for free agents. Here are a few items to which
every free agent should be accountable.

1. Be honest

This is as simple as doing what you say you're going to do.
Don't promise something you can't achieve or deliver.

2. Charge a fair fee

Everyone needs to earn a living but don't be greedy. You're
in this business for the long haul. Price gouging is very
short sighted and negatively impacts your reputation.

3. Provide excellent customer service

When you're a small operation, service can be a huge
advantage. Other organizations have a bureaucracy to work
through to make decisions. Be more responsive and flexible.
Use this speed to your advantage.

4. Have integrity

Don't be a "Yes" person. When you recognize an inap-
propriate situation, project, or a conflict of interest, do
not get involved. A reputation takes a long time to build
and a short time to crumble.

5. Have ethics

Follow a code of moral principles and values created by an
organization or one that you developed. If you don't stand
for something, you don't stand for anything.

------------------------------------------------------------
If you wish to send your own articles to be reviewed for
inclusion in this publication, please send them to:
mailto:newsletter@aaronzwebworkz.com.
------------------------------------------------------------
Except where noted, this publication and all of its
contents are copyright (C)2002 by Aaronz WebWorkz, all
rights are reserved. To reprint an article, send an email
to mailto:newsletter@aaronzwebworkz.com for permission.
------------------------------------------------------------
List Maintenance:
To subscribe
[mailto:newsletter@aaronzwebworkz.com?subject:subscribe]

To unsubscribe
[mailto:newsletter@aaronzwebworkz.com?subject:unsubscribe]

This newsletter is produced by Aaronz WebWorkz, a complete
online services provider. To view information or to see
back issues of this publication, please go online to:
www.AaronzWebWorkz.com. Please direct all comments or
questions to the editor
(mailto:newsletter@aaronzwebworkz.com).

------------------------------------------------------------
Aaronz WebWorkz Weekly E-Zine
A Weekly Newsletter of Hints, Ideas, and Resources for
Friends and Customers of www.AaronzWebWorkz.com
Issue #44 September 20, 2002
Aaron Turpen, Editor, aaron@aaronzwebworkz.com
------------------------------------------------------------
By subscription only! Welcome to your next issue of the
Aaronz WebWorkz E-Zine. You are receiving this newsletter
because you requested a subscription. Unsubscribe instruct-
ions are at the end of this newsletter.
------------------------------------------------------------
IN THIS ISSUE
------------------------------------------------------------

=> Feature Article:
Verisign's Desperation & Downfall
=> From The Webmaster
=> Readers Talk Back!
=> Guest Column:
FUZZ Words
=> How to Be Featured as our Guest Columnist
=> Copyright and Reprint information
=> Subscribe/Unsubscribe information


------------------------------------------------------------
Verisign's Desperation & Downfall
by Aaron Turpen of Aaronz WebWorkz

Editor's Comments: Controversy abounds! :)
------------------------------------------------------------

A few months ago, I ran an article talking about "domain
slamming" which became very popular. One of the most
prevalent "domain slammers" was Verisign. They have since
been in court, being charged by other registrars such as
GoDaddy.com.

Verisign used to be one of the cornerstones of the Internet.
Internet greats such as Network Solutions were absorbed by
them during the Dot Com Heyday. They are still the only
real solution for globally-recognized security certificates,
through themselves and the Thawte corporation (owned by
Verigisn).

So why has this Internet giant stooped to such things as
prolific popup ads, domain slamming, and even walking the
edge of SPAM territory?

In January, it was reported that Verisign was at a loss of
over 13 billion dollars for 2001. Most of this loss was
attributed to purchases and mergers made during the year.
It is believed by some in the industry that Verisign
grossly overestimated their potential income for the year
and has thus dug themselves into a hole financially.

If this is true, it is my opinion that this explains why
they have upped their "advertising" campaign (deceptive as
it can be) in such a way as to quickly increase revenues.
Since many domain owners may or may not be aware that the
governing body of their domain is ICANN and not Network
Solutions or Verisign, Verisign has used their name
recognition to take advantage of those domain owners.

Verisign, in the world of domains, has many disadvantages
when compared to other registrars: $35/year registrations
vs. an average $12/year; customer service and a lack of
information on their website; and more.

Many Internet professionals agree that avoiding Verisign
for any reason is good business. Their prices, service,
and track record speak for themselves business-wise. At
less than half the price, you can register a domain and get
much better service from a registrar that won't take
advantage of you.

Does this speak of the eventual downfall of an Internet
mogul? This heavy advertising campaign and the resulting
horror stories of Verisign's customers may be the first
cracks in the crumbling empire.

If you have an opinion, horror story, or anything to say
about this, please Talk Back!

------------------------------------------------------------
From The Webmaster
by Aaron Turpen, Editor
------------------------------------------------------------

Fun week this week. I will be at a show over the weekend to
doing some selling and hobnobbing.

I'll keep this short as this is a fairly controversial issue
and I know I'll get plenty of response.

Have a great week!

------------------------------------------------------------
Readers Talk Back!
------------------------------------------------------------
Wow. For the first time in a while, no feedback this week.
I guess I need to get off my duff and start writing my own
articles instead of just using Internet freebies. :)

------------------------------------------------------------
If you would like to send a comment or letter to the editor
for inclusion in this newsletter, please address it to:
mailto:newsletter@aaronzwebworkz.com?subject=TalkBack!.
All are welcome to give their opinion, criticism, or kudos!

------------------------------------------------------------
FUZZ Words

©RWPladek
http://mydeas.com

Bob Pladek actually attended, graduated from, and secured a
good position as a result of law school. Not a big enough
liar to make it to retirement, he does what he always did:
speak his mind, however little he has to say. Only now he
doesn't get paid much for it.

Editor's Comments: Great stuff right here!
------------------------------------------------------------

I haven't met many consultants yet who speak Real English.
Just Fuzz. The next time you see your CEO walking out of a
strategy meeting not wearing her pupils, watch out. She's
been 'fuzzed', and likely has it in mind to turn the fuzzers
on you. If you've ever attended a business seminar on. well,
anything except Ron P. setting and forgetting. you've
probably been fuzzed, too. I recently read an article on
"strategic knowledge management" that utilized the following
fuzzbuzz:

Innovative culture
Collaborative technologies
Sustainable performance
Leveraging on knowledge
Quality systems
Process simplification
Technology infrastructure
Restructuring
Reoganization
Channels
Systematic
Best practices
higher knowledge retention
Ever changing demands (of the market)
External motivation
Strategic platforms
Human capital
k-professionals
performance-directed learning
solution focus mindset
personal knowledge creation
leading-edge enterprises
strategic assets

Ladies and Gentlemen, all this in a 600 WORD ARTICLE. Not a
book, or series of books. Just a couple crummy paragraphs.
The intro/summary was this:

Strategic knowledge management is about creating an
innovative culture supported by collaborative technologies
to secure competitive advantage, sustainable performance and
enhance productivity by leveraging on knowledge.

Crest, on the other hand, has been shown to be an effective
decay-preventing dentifrice...

Can you imagine this guy on a date? Somehow I think he'd
find a perfectly self-justifiable way to avoid picking up
the tab. What surpised me, when I finished this bear, was
that I hadn't learned the ultimate secrets of the universe.
Just some principle handled better in Animal House:

Knowledge is Good.

This kind of no-speak-um started in the 60's, when people
began looking for ways to make sense of the technology
revolution that was just beginning to make timely AND
comprehensive information critical business factors. It also
coincided with the rash of new skyscrapers borne of new
building materials and new approaches to construction.
Businessmen, who have always envied the secret lingos of
other professions, began incorporating the language of
architecture, physics, and philosophy into professional
business bs (PBB, for short.) We've experienced this kind of
fuzz-word junk ever since, the artform brought to new levels
of indigestability when consultants realized they could make
more money by saying stuff that makes sense in ways that
don't. I will argue with anyone who insists that message
requires these words as messenger; that there is an exaction
of language that can be met no other way. I tell you, even
if I LOST that argument (I lose many) I still believe that
you are much, much better off talking straight to people, in
a manner that doesn't set you apart as somehow blessed with
divine knowledge. And truth be known, I haven't met too many
of these fuzzboys who make 1/10th as much as most of the
members of their audiences, and who wouldn't gladly give up
their tremendous grasp of what it takes to be successful in
business to actually BE successful in business.

Ken Iverson's book "Plain Talk" is an example of how you can
talk about what is needed to achieve, without sounding
robotic or like a pompous ezzo. Carnegie's work on
plain-talk speeches is still relevant. On this
knowledge-management subject where my
"sorry-I-chose-you-as-an-example" author sought to enlighten
us by giving us the formula for battery acid, rather than
tossing us a couple of AA's, Thomas Davenport, PHD, talks to
it in horrifyingly simple terms that make sense. Probably
nobody will hire him.
(http://www.bus.utexas.edu/kman/kmprin.htm)

It is possible to communicate principles and models and
things that will help people be more effective in their
businesses without resorting to the fuzz. Leave it where it
belongs. On your wife's black dress. The back, near the
bottom, where everyone BUT she can see it.

------------------------------------------------------------
If you wish to send your own articles to be reviewed for
inclusion in this publication, please send them to:
mailto:newsletter@aaronzwebworkz.com.
------------------------------------------------------------
Except where noted, this publication and all of its
contents are copyright (C)2002 by Aaronz WebWorkz, all
rights are reserved. To reprint an article, send an email
to mailto:newsletter@aaronzwebworkz.com for permission.
------------------------------------------------------------
List Maintenance:
To subscribe
[mailto:newsletter@aaronzwebworkz.com?subject:subscribe]

To unsubscribe
[mailto:newsletter@aaronzwebworkz.com?subject:unsubscribe]

This newsletter is produced by Aaronz WebWorkz, a complete
online services provider. To view information or to see
back issues of this publication, please go online to:
www.AaronzWebWorkz.com. Please direct all comments or
questions to the editor
(mailto:newsletter@aaronzwebworkz.com).

------------------------------------------------------------
Aaronz WebWorkz Weekly E-Zine
A Weekly Newsletter of Hints, Ideas, and Resources for
Friends and Customers of www.AaronzWebWorkz.com
Issue #43 September 13, 2002
Aaron Turpen, Editor, aaron@aaronzwebworkz.com
------------------------------------------------------------
By subscription only! Welcome to your next issue of the
Aaronz WebWorkz E-Zine. You are receiving this newsletter
because you requested a subscription. Unsubscribe instruct-
ions are at the end of this newsletter.
------------------------------------------------------------
IN THIS ISSUE
------------------------------------------------------------

=> Feature Article:
How to Write Customer Service E-mails Like a Pro
=> From The Webmaster
=> Readers Talk Back!
=> Guest Column:
Four reasons to Read Spam
=> How to Be Featured as our Guest Columnist
=> Copyright and Reprint information
=> Subscribe/Unsubscribe information


------------------------------------------------------------
How to Write Customer Service E-mails Like a Pro
Copyright (c) 2002 Heather Reimer

Suspect your content is not working as hard as it should
towards your bottom line? Heather Reimer writes action-
inspiring newsletters, web content, sales letters, ads and
articles. Get a FREE content analysis report on your site
when you request an estimate.
mailto:heatherreimer@codetel.net.do

Editor's Comments: This is a great article that hits a
subject I've only hinted at in the past.
------------------------------------------------------------

Sometimes as part of my work I'm asked to mediate between
customers and website owners in dispute. As such, I get
to read e-mail correspondence between both parties and I'm
often appalled by what I read.

One client wrote to company X to find out why it was
taking them so long to apply a credit they owed to her
credit card. The customer service agent sent this reply:

Dear Madam:

We received your inquiry. Your refund will be credited to
your account within 7 to 10 business days. If you had read
our policy statement, you would know this. I hope this
fully answers your question.

Regards,
Company X

Whoa! Snarky.

These days, a large volume of customer service
communication is done by e-mail because it's so cheap, fast
and (potentially) efficient. But one of the drawbacks is
that it's so easy to leave the wrong impression, to say
things in cyber space that you would never say over the
phone or face to face.

So here are a few tips you can use to improve your online
customer relations.

* Be professional, polite and patient, even in the face of
abusive language, outright lies or stupidity. This is
not as easy as it sounds. But you can't win the argument
AND keep the customer.

* Express concern and regret over the difficulty the
customer is having, even if your company is not to blame.

* Be 100% sure you understand the complaint/question before
you answer it. If it isn't clear, then ask for more
details. Above all, don't guess! Major turn off.

* Move fast. Speed is half the battle won.

* Write tight. Just get to the point and leave the
literature to Shakespeare.

* The jury is out on form letters. Some companies ban
them outright. But they do come in handy when you're
dealing with large volumes of the same queries, over and
over. My take: if you must use a form letter, modify it to
suit the situation and add a personal touch.

* Use plain English, not jargon. Your customers don't
care about ISPs and FTPs. They just want to know what
happened to their order of variegated widgets.

* Give a little bit extra. Correct the problem and then
top it up with a credit or some form of compensation
to say "we're sorry".

* Don't be afraid to say "I" in your letter and sign it
with your own name. People want to know they're
corresponding with a human being not an autoresponder.

* Once you've sent your message on its mission of mercy,
there's one last but paramount detail. Follow up. Make
a 'pending' folder or whatever you want to call it. Visit
that folder daily until you are 100% sure the issue has
been resolved and the customer is in your pocket for the
rest of his or her natural life!

When you've done all of the above, create one more folder
on your inbox - the folder where you'll save the hundreds
of e-mails you're going to receive from all your grateful
customers. That folder might come in handy at your next
salary review!

------------------------------------------------------------
From The Webmaster
by Aaron Turpen, Editor
------------------------------------------------------------

Big week this week. The anniversary of the September 11
attacks, Friday the 13th, and more.

One of the cool things I read about this week was an article
from Ziff Davis talking about a company in Seattle that has
built a new tool to catch hackers who scan large blocks of
IP addresses for "unsecured" or "zombied" machines.

Basically, when a hacker scans for open ports, insecure
machines, and other things, that hacker usually starts with
either a list of known "open" machines, or uses a list of IP
addresses (known or random).

This company has set up a network of "listening posts"
around the Web through which these hackers can be tracked.
If the ISP cares (many don't unless there's iminent danger
to their network), they can use this information to shut
down and even prosecute the offender. This new company is
called DeScan.net.

------------------------------------------------------------
Readers Talk Back!
------------------------------------------------------------
"Great work! Your newsletter always gives great
information!"
--Bob C.

"Thanks for the article on PPC engines. I was listing with
Overture the same week you ran the article and got confused
when some of my keywords were refused. Overture had no
response to my emails until three days later. By then, I
had read your article and had my questions answered!"
--Jane B.

------------------------------------------------------------
If you would like to send a comment or letter to the editor
for inclusion in this newsletter, please address it to:
mailto:newsletter@aaronzwebworkz.com?subject=TalkBack!.
All are welcome to give their opinion, criticism, or kudos!

------------------------------------------------------------
Four reasons to Read Spam

Dee Anderson is a professional publicist currently receiving
enough spam. Her current project is promoting a new book
Tours For Free Colorado found at www.toursforfree.com

------------------------------------------------------------

We all get spam. Whether we appreciate it or not, being
solicited online is something difficult to prevent. Next
time you become flustered about all the ads coming to your
box, thank your lucky stars. It comes down to mindset.
Instead of hating those pesky letters, embrace them. Here's
how you could learn a lot on how to treat your customers
better.

1. Look at the subject line. Does this lead into a sale or
entice you to learn more? See how you feel before you open
the email. This response is what brings you to the next
point, actually opening your spam.

2. Read the first line. Have you been mislead yet? Do you
feel a connection? The emotion of the first line is the
basic of any sales pitch: going to get the customer
interested. Most spam is a sales pitch directed to the wrong
person.

3. What is the point of the spam? Should you check out the
site or buy a product? Is it clear? Does it make you want to
run or is there a reason to stay. Knowing your customer is
important and the relaying of the information is totally
essential.

4. What is wrong with the spam? Make a list of these
problems and refer to it often. Using just words, you will
see how offensive sales are to people who are remotely
interested. Meaning if you misspell a word, your customer
is already gone.

Sales and marketing of any product means getting information
to people who could possibly purchase. Missing an
opportunity means losing the chance to further enhance your
business. Spam, as ruthless as it might be, gives you a look
at what is currently happening in the market and how to
avoid being very annoying.

------------------------------------------------------------
If you wish to send your own articles to be reviewed for
inclusion in this publication, please send them to:
mailto:newsletter@aaronzwebworkz.com.
------------------------------------------------------------
Except where noted, this publication and all of its
contents are copyright (C)2002 by Aaronz WebWorkz, all
rights are reserved. To reprint an article, send an email
to mailto:newsletter@aaronzwebworkz.com for permission.
------------------------------------------------------------
List Maintenance:
To subscribe
[mailto:newsletter@aaronzwebworkz.com?subject:subscribe]

To unsubscribe
[mailto:newsletter@aaronzwebworkz.com?subject:unsubscribe]

This newsletter is produced by Aaronz WebWorkz, a complete
online services provider. To view information or to see
back issues of this publication, please go online to:
www.AaronzWebWorkz.com. Please direct all comments or
questions to the editor
(mailto:newsletter@aaronzwebworkz.com).

------------------------------------------------------------
Aaronz WebWorkz Weekly E-Zine
A Weekly Newsletter of Hints, Ideas, and Resources for
Friends and Customers of www.AaronzWebWorkz.com
Issue #42 Sept. 6, 2002
Aaron Turpen, Editor, aaron@aaronzwebworkz.com
------------------------------------------------------------
By subscription only! Welcome to your next issue of the
Aaronz WebWorkz E-Zine. You are receiving this newsletter
because you requested a subscription. Unsubscribe instruct-
ions are at the end of this newsletter.
------------------------------------------------------------
IN THIS ISSUE
------------------------------------------------------------

=> Feature Article:
Paid Listings - Not Just Money
=> From The Webmaster
=> Readers Talk Back!
=> Guest Column:
Using Others To Give You Free Advertising
=> How to Be Featured as our Guest Columnist
=> Copyright and Reprint information
=> Subscribe/Unsubscribe information


------------------------------------------------------------
Paid Listings - Not Just Money
by Aaron Turpen of Aaronz WebWorkz

------------------------------------------------------------

A lot of people, when dealing with or considering using a
paid listing or placement program such as Overture, assume
that as long as you have the money, you can get listed
anywhere. This is not actually true.

Most of the paid listing services (including Pay-Per-Click
search engines) require relevancy - some more so than even
the regular search engines themselves. Your advertisement
with these listings have several restrictions and guide-
lines. The reason for this is simple and obvious, once you
think about it. If the listings aren't relevant to the
search terms the user has entered, not only will the number
of click-throughs (referrals) be low, but those searching
will begin to lose faith in the search engine's results.

Search engines, listing services, and other similar services
require that you be a specific as possible with your advert-
isement with them. In addition, the "landing page," or the
page that the user goes to when they click on your ad, must
also meet guidelines of relevancy! This is because the user
doesn't want to have to search twice - that costs you sales
and the search engine its user faith. It's much better for
the user to click on the search result at the listing
service and then land on a page that's relevant to the
result.

In addition to all of this, there are several rules among
various search engine and listing services regarding your
use of punctuation and descriptions. In most cases, you
aren't allowed to use punctuation for anything but
readability: no "!!!" and "WOW" statements. They also
generally restrict the use of superlatives. Claiming to be
the "best" (unless you have proof, of course) or even
"better" than others is not allowed.

Related to this, you aren't allowed to make other claims
along similar lines either. Offering something for free
must be really and truly free, not "buy one get one" unless
you say specifically that they must buy first. Further, the
rules on various services include restrictions on the use of
certain "generic" words if those words aren't needed to make
the ad copy/explanation. In other words, you can't use
words like "Internet" or "online" unless those words are
really needed in the description. Saying "First time on the
Internet" would probably be OK whereas saying "Get it today
on the Internet" may not (too generic).

There are several technical issues to conform to as well -
most of which involve interfering with browser functions
such as the "back" button or pages that automatically
forward the visitor to another page. Popups are less
universal, but generally aren't acceptable or are accepted
in moderation.

Getting listed with paid results advertisers is not just a
matter of plugging in a credit card number and entering your
URL. You will have to work at it. However, the payoffs can
be huge. If you're using or planning to use paid listing
services, such as pay-per-click search engines like
Overture, you will want to familiarize yourself with their
rules and guidelines before you begin listing with them.
Otherwise, you may be spending money and getting little or
no result compared to what you could be doing.

------------------------------------------------------------
From The Webmaster
by Aaron Turpen, Editor
------------------------------------------------------------

It's raining! We've had drought for four years now and I
noticed this year, during my fishing trips, that the
reservoires and rivers are extremely low. Well, we're
expected to get about an inch of much-needed rain over this
weekend. Good news.

On the IT front, Microsoft has released their promised
service pack to comply with the courts. I'm less than
impressed with the changes. These changes are supposed to
make it possible to remove things like Messenger (my biggest
beef - the thing just won't go away). Finding the menus to
make these changes isn't easy and once you're there, you
find out that they'll only allow you to "disable" or change
settings on these programs - nothing gets uninstalled.
Great. They also don't work all that well. Messenger,
despite my changing the settings, still appears and logs in
on every bootup. I guess someone will have to take
Microsoft to court again.

Back to search engines, Lycos has announced that they're
going to introduce a new paid placement option. Currently,
they accept Overture listings and have said they have no
plans to remove them. I believe they'll be placing these
in a similar position as Google's paid ads (to the right of
results). As you may know, Lycos also owns HotBot - which
will be following suit.

Finally, a great new, public service website will be
debuting on September 11 (Wednesday). The site is called
"4aClue.com" and will have everything there is to know about
the American Flag. http://www.4aClue.com

Have a great week!

------------------------------------------------------------
Readers Talk Back!
------------------------------------------------------------
"The Marketing Is A Game article was a great one! Thanks!"
--Josh B.

"Wow! I tred out your new hits guaranteed site and had ten
thousand hits in less than three days! The new traffic is
great! I didnt think it would happen that fast.
Thanks, Aaron."
--Bob (http://www.myweblog.org)

------------------------------------------------------------
If you would like to send a comment or letter to the editor
for inclusion in this newsletter, please address it to:
mailto:newsletter@aaronzwebworkz.com?subject=TalkBack!.
All are welcome to give their opinion, criticism, or kudos!

------------------------------------------------------------
Using Others To Give You Free Advertising
by Aaron Turpen of Aaronz WebWorkz

------------------------------------------------------------

In any business, marketing is a must if you want to become
anything more than a pipe dream. Most new businesses don't
have the money to throw around on large-scale advertising
campaigns. It's almost a catch-22, since if you don't do
the advertising, you won't get any business. If you don't
get any business, you can't afford to advertise.

Well, there are ways to promote yourself that don't require
a lot of money. In this article, I am focusing on ways to
use other people to advertise for you - current customers,
friends, family, etc. These three basic ideas will get you
started.

1. Referrals - your friends, family, current and past
clients can refer you to other people. There are a lot of
ways for them to do this for you. They can introduce you to
prospects directly, they can endorse your products or
services for you to others, they can recommend you, etc. My
favorite ploy in this regard is to include a business card
with EVERY piece of correspondence with current clients. If
they have three or four of my cards, they can easily hand
them out when they make a referral.

2. Display Your Stuff - if they display your brochure,
business card, or even the product itself, those seeing it
will ask questions.

3. Publishing - if your friend, customer, etc. has a
newsletter or other type of publication, a little "blurb" or
some information about you is obviously of help. Perhaps
you have written articles or other pieces of interest that
they would want to use in their publication. Similarly,
they could help in the distribution of your marketing
materials. Perhaps they can display your brochures on their
countertop, a small poster with your business cards
available, etc.

Getting your name known is the hardest part of building a
new business. Hopefully, these three ideas have given you a
start on marketing on a low budget.

------------------------------------------------------------
If you wish to send your own articles to be reviewed for
inclusion in this publication, please send them to:
mailto:newsletter@aaronzwebworkz.com.
------------------------------------------------------------
Except where noted, this publication and all of its
contents are copyright (C)2002 by Aaronz WebWorkz, all
rights are reserved. To reprint an article, send an email
to mailto:newsletter@aaronzwebworkz.com for permission.
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This newsletter is produced by Aaronz WebWorkz, a complete
online services provider. To view information or to see
back issues of this publication, please go online to:
www.AaronzWebWorkz.com. Please direct all comments or
questions to the editor
(mailto:newsletter@aaronzwebworkz.com).