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3. Finding Your Customer Means Enabling Your Customer to Find You


Be interesting and useful; balance for free and for-pay.

Think Different: be prepared to give away what you used to charge for, and to charge for what used to give away.

Internationalizing may both increase and change your market : The Nelson Mandela "Long Walk to Freedom" example.

Hits increase not in response to PR and "publishing seasons," but with each introduction of a language, each new medium introduced.

When Context is King, selling to particular customers means being "generic".

Without traffic, you cannot discover your business online; pay attention to statistics representing your customers.

Freely available, but not for free.


Nine Maxims for Doing Business on the Global Internet


ComMunic: Forum Electronic Publishing,
November 7 - 8, 1995, Wiesbaden, Germany.

Copyright © Laura Fillmore, Open Book Systems (OBS), 1995. All rights reserved.