Newspaper article THE JOURNAL RECORD

The Need for Commitment

Newspaper article THE JOURNAL RECORD

The Need for Commitment

Article excerpt

As we have discussed the Seven Rules of A Successful Business Web Page over the past few weeks, we have developed a metric by which you can plan your on-line marketing efforts in order to ensure the highest probability of success.

For those of you who have been out of town on an extended vacation the rules discussed to-date have been:

1 -- Make it worth the trip. 2 -- Advertise. 3 -- Keep it fresh. 4 -- Keep it small and simple. 5 -- Hire an expert. 6 -- Test it personally and always. This week we discuss the last of the seven rules, Make the commitment. I would classify Rule 7 as the most important as it is the "glue" that will hold the other six together. The single greatest factor determining the success or failure of your on-line efforts is you. That's right -- you hold in your hands the ability to make or break the success of your Web efforts. This is the one area of your business that you cannot delegate. You must be committed to your marketing efforts in order for them to succeed. No one else has the power to be committed for you and believe me, if you are not committed; your Web site is guaranteed to fail. Let me state that again in big bold letters so those of you asleep in the back of the room don't miss out.....IF YOU ARE NOT COMMITTED TO YOUR WEB SITE, IT IS GURANTEED TO FAIL!!!! I often come across companies that are only "trying out the Web" and it shows. They put up the standard "me too" Web site that consists of the same boring info that is on their business cards. Do they think that potential customers are thinking "Wooo Weee!! I can't wait to get on-line and spend my valuable time looking at the name, address and phone number of companies!" Hello! (knock, knock) Is anyone home? If you want people to look at your site, you have to offer them a quality presentation that will bring them in. Doing this takes commitment. It is pretty easy to spot a company that is putting up a half- hearted Internet effort. Their sites all contain the same common elements. They don't update it, they don't tell anyone about it, it's ugly and boring as rocks. Now I understand that banging rocks together as a form of entertainment was an important step in our evolution, but I would like to think we have gotten past this. …

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