"Marketing Online" by Marcia Yudkin
I've been a longtime participant on the Working from Home forum on CompuServe as well as other CIS forums and have seen Marcia's posts on numerous occasions. In fact, her intriguing post sent me to her Web site.
All I can say is "Wow!"
As a computer consultant dealing with all kinds of clients from single home users to large networks, I'm finding more and more people who are interested in "getting on the Internet" and wanting to make their presence known. Naturally, I can give them all sorts of options about connecting their networks directly, using another service provider, having single user or network workgroup e-mail, etc. I can easily handle all the technical details.
But I'm certainly not a writer or even a very good marketer and am not the one to ask about what to say once they're connected. Reading the chapters from Marcia's book on her Web site was so informative. Sure, I can spot a blatant ad a mile away and usually complain about it. But it was just amazing how she could rephrase the sales pitch and make it seem like the person posting wasn't selling at all. I'm anxiously awaiting the publication of her book and will in all likelihood have clients read it as a sort of online advertising primer.
Personally, I'm just fascinated by how easy Internet access can make what would be difficult support tasks. For instance, I've often gotten requests from people around the world for utility programs that I've written. I can get the request right on my desk within a few minutes from anywhere in the world, and all I have to do is send them an e-mail with the file attached. Even though I have an 800 number, it is very rarely needed because most people can simply contact me by e-mail. Some of my clients send me requests via e-mail because it is easier - they don't even need to pick up the phone, play phone tag, etc. I can send back and answer and they'll have their support right on their desk.