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"The USEFUL COUNCIL OF THE WEEK"
55 - 29-Junio-2.000 / Throw: 4.436 copies.
Publisher: Francisco Segura. http://www.internetmarketingtest.com
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TABLE OF CONTENTS:

1. - Note of the Publisher.
2. - Article: "Web sites and Aspirins or how to develop one
success web site?"
3. - Classified Announcements.
4. - You offer and demand of Work.
5. - Feedback on the manual.
6. - Collaborations Mailing for this bulletin.
7. - Information of subscription and contact.
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Do you need to increase the sales in your web?:

http://www.internetmarketingtest.com/comovender.php"

Sales manual in Internet.
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1. - Note of the Publisher.

Hello friends, How are you?. A greeting from Alicante (Spain) where
summer it falls down already without compassion.

This week have to you an article of Alain Jordá, specialist in
Strategy for Internet.

The new design of our web continues his course
www.internetmarketingtest.com, when I am ready I will warn you.

The affiliates program for the manual (with commissions of 50 %)
it is almost ready, we are going to enter now a tests phase of
a few days, so that it will be ready shortly.

This next week we throw, if everything is fine, the course in
audio casettes "Like selling in Internet". He gathers the subject-matter of
seminar "Like selling in Internet" that I am giving and
it will include also the slides. More information about this one
seminar in http://www.internetmarketingtest.com/seminarios.php"

You will be the first ones in having news about the throwing
(that will be possibly next Monday) and you will enjoy, like
always, of a good discount.

I remind to you that you can send your offers and demands of
I use related to Internet marketing, electronic commerce etc.
Send for
favor announcements that have to do with this topic.
mailto:empleo@internetmarketingtest.com

A greeting and up to the next week.

Francisco Segura.
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Seminars and courses attend them with Francisco Segura.
If it is interested in organizing a seminar in his city or one
I study for his company, he visits:
http://www.internetmarketingtest.com/seminarios.php"
Subscriptions, information and programmes.
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Article: "Web sites and Aspirins or how to develop one
success web site?" for Alain Jorda

I imagine what it will spend for the minds of some of you:
"Title goes! This Alain is turning us a little
eccentric!"
So, you are going to excuse me, but I believe that I have not left any more remedy
if I think about how to make to react to most of the companies that
they try to enter Internet as business way and, even more, to
many of those who are thinking about being already close.

In effect, it seems that there are concepts that "the whole world knows"
that, if it was small, "nobody discusses" but, paradoxically,
"nobody applies". He might quote several of them (what resource
they dedicate
the companies to promotion of his places? But that does not prevent them
to complain then bitterly from that they do not receive visits and not
they understand why). It is a curious phenomenon: concepts that we hear
and we read repeatedly, that we give perfectly assumed
but that we do not apply because, perhaps, we think that they are only for
the others.

I want to tell in this article how and with what resources one will be able
company - it is of the size that it is - to develop a BUSINESS of
SUCCESS in the network (I put it in capital letters because it is a question of that.
Not only of developing a web site, but of developing one
BUSINESS of SUCCESS in the network).

And for it, I am going to combine an idea that it had in the inkwell
from
time behind - that of the web site like product - with the suggestion
of
a participant in a forum of marketing who was comparing a place
web
with the aspirins.


THE WEB SITE AS PRODUCT

This is an important idea. On having developed a web site, what
we try the fact is that our potential clients visit it, that

visit repeatedly and that visit it every day more and more
clients.
Namely we try to "sell" our web site all that more
potential clients better. Therefore, we are going to have that
to think
in him as in ONE MORE PRODUCT OF THE COMPANY.

With an important difference. And it is his relevancy for the march
global of the set of the medium-term company (or to shortly, in
some cases). In effect, this product is not going to generate sales
straight, but yes it is going to feed the growth of the sales
of
all the rest products of the company.

And, as we know already, ANY PRODUCT HAPPENS FOR
PHASES of I+D, production, commercialization and postsale /
update. Since also the web site.

Finally, in any product that our company sells, IT IS
THE COMPANY WHO PILOTS, at all times, all the phases
mentioned. How can we think that we can leave that
web site is developed, of above to below, by persons
foreign
to the company?

We are going to see how we must realize and/or pilot each one of
phases of development of our web site. And here it is where they enter
in
I play the aspirins.


HOW TO DEVELOP, TO PRODUCE AND TO SELL ASPIRINS?

Each of you, readership, can substitute in what it continues

word aspirin for that of one of the products that his company
it commercializes - so much if it produces it as if only it adds
value
TV/radio commercial-. So much they cost wines, like tires, clocks,
translations, mechanical pieces, juridical services or
buying and selling
of real estate.


THE FIRST PHASE: I+D: IDEA AND DEFINITION OF THE PRODUCT

In the first phase we define what type of product is going to be, to what
type of client is going to go, what problem it is going to solve to them,
what
characteristics it will have to have, with what attractions we are going to provide it,
what errors will we have to avoid, what is going to differentiate it of
rival products, etc.

Who develops this phase for any product of
company? The proper company. Sometimes, someone is hired for
to cover part of this process (research laboratory
applied,
that will bring us a technology, or perhaps let's acquire some type of
market report, etc.). But we always do it from
a few requisites that we have defined internally.

With the web site, the same happens. We must answer all
questions of a pair of paragraphs more above. And it must do it
ours
company, since only she knows thoroughly his sector and his market.
possibility of subcontracting, in this case, centers on one
Internet strategic consultancy. Namely to count with
collaboration
of an expert in business in Internet that it helps us to integrate
Internet in our company strategy.

To notice is convenient that in this phase the contents must be defined
and services that we are going to offer to our visitor in the network. And
that
this is the key of the success of the web site. The key for
reception
of new clients. Namely the key so that every Net user
that
come to our pages happen to increase the lines of ours
clients' particular community.


THE SECOND PHASE: PRODUCTION OF THE PRODUCT

With the title it remains definite. In case of a product
anyone
(the aspirins of the example), there fit the options to produce it in
our facilities, to subcontract it or to buy a product
existing to resell it.

In case of the web site, it is more than probable that we do not have in
neither the company nor the knowledge nor the hardware for
to develop it. Then, the most habitual option, and also more
reasonable, will be that of subcontracting his creation. I must insist in
that
we will have to give to the elected company all the criteria and rules
that we will have defined in the first phase. In case not
we were doing this way, or that we had not developed the first phase,
the subcontracted company will be able to create us a web site, but what
it cannot do, on having lacked the basic elements for it, it is
to create the base to construct our success business in
Internet.

It is probable that, in this phase, we need also external help
to select the providers of services as the designer
of the web site or the provider of accommodation.


THIRD PHASE: THROWING / PROMOTION

The most habitual thing to throw our aspirins to the market, is
to hire the services of some company of communication for
that takes charge so much of the design of the promotional material as
of the campaign in strict sense. Nevertheless, big someone
companies are provided with proper department for these functions.

For the web site, it is advisable, always according to
means of which he gets ready, to act in parallel in two lines
you would complement and, if possible, of permanent form in both.

One of them is the publicity of payment (banners, patronage, off -
line....) in the one that will be convenient for us to be provided with the collaboration of
specialists of the way who are capable of making a plan
to the measurement of our targets and budget.

Another line, it is that of the "free" publicity. Namely
that us
they contribute press releases, participation in forums and lists of
he debates,
organization of courses, edition of bulletins, use of
packaging of the proper products, signatures of messages of mail -
and, stationery of the company, publication of articles, etc. For
this
there is needed the dedication of some person of the company that
realize these functions every day.

Let's not forget that in Internet the promotional actions have to
to be done of permanent form. ALWAYS, every day, we must be
promoting our company. We have to, also, use
more average all that better. Each and everyone of the actions that
let's realize, for insignificant that they seem to us, if they are
directed
in the same direction, they are penetrating the network and creating his grounds.
Little by little, we will manage to do a name and an image to ourselves. But
it will only be possible with the time and the perseverance in
promotional actions.


THE FOURTH PHASE: MAINTENANCE AND SERVICE POST-SALE

If in any product the service post-sale is important
for
the prestige, and the success, his equivalent for the web site, it is
still
more.

Compiling the exposed thing till now, with the promotion
we will manage to bring over potential clients to our place. With
one
good design of the web site and a few good contents
we will manage to receive them like clients. But only if those
contents and the services that we give in the web are updated
and
they are renewed we will be able to guarantee that the clients visit one to us
and
again. Since they will only do it if they know that they are going to find something
different from what they already found the previous time. That one is
the fourth phase
of the web site: the permanent update and the innovation.

For that also we need internal resources (persons) that
entrust to inform the information, to edit the bulletins, of
to imagine new services and new possibilities for
clients
(those who are the only vector, let's not forget it, of the web site).
For
assumption, according to our needs, we will be able to count
also with the collaborators used previously:
business consultant in Internet, the designer, the specialist
in
promotion, etc.


CONCLUSIONS

Like the first conclusion, we have seen the expediency of
to develop inevitably 4 phases if we try to have
success
in our presence in the network. Thus our web site
it will have all the weapon to generate an indefinite growth of
our clients' base: the attraction, the reception and
fidelización.

The second big conclusion is that we cannot discharge in
external companies all the work that the development and
maintenance of a web site implies. Even more, without ours
active contribution in the critical phases of the process, no
we can,
by no means, to aspire to receive fruits of an activity in

network that will be completely lacking and empty of the whole value
added
that our company might bring him.

Finally, an implicit conclusion in the previous ones that
it is convenient
explicitar. Having a business presence in Internet with
certain success guarantees, it needs a resource allocation
for
part of the company: 1) TIME OF THE MANAGING HIGH PLACES in
the first phase (definition of the strategy), 2) DEDICATION OF
OTHER PERSONS of the company (in three following phases) and
3) I BUDGET FOR THE necessary HIRINGS (in
each of four phases). If we are not ready to
to invest
these three elements, we can be sure that we do not go to
to obtain the results that we wish.

*****************************************************************
****
Alain Jorda <ajorda@ajcomercio.com>, is a Consultant in Marketing
in Internet, Author of the Seminar "to Construct a Business of Success
in
Internet" and Publisher of "Commerce in the Network" <alta@ajcomercio.com>.
It is Qualified in Headquarter for EADA (Barcelona) and
Top engineer of Telecommunication for the UPC (Barcelona).
*****************************************************************
****

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Other articles published previously are in
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3. - Classified Announcements:

Information and tariffs about publicity in this bulletin and in
web in http://www.internetmarketingtest.com/publicidad.php"
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Do you need a web that it sells?
http://www.internetmarketingtest.com/design.html

Web design and plans of promotion.
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Alain Jorda - Consultancy in business Strategies in Internet

How to tackle the step of his company to Internet? How to receive
visitors and to generate sales? How to integrate Internet in his
commercial structure? What contents to include on his pages?

Alain Jorda <ajorda@ajcomercio.com> Tel: +34 629 629 869
Free monthly bulletin "Commerce in the Network"
<alta@ajcomercio.com>
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4. - You offer and demand of Work:

This week there are no offers you nor demand.
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5. - Feedback on the manual.

In this section we include comments about the manual of sales
"Like selling your product or service in Internet". This week
we have
Carlos's comment, that his business is going to migrate to Internet:

<<... I am applying little by little the skills that appear in you
manual, since I am in several fronts, but I promise you that
when it is
web I you already will count 100 %.

With regard to your manual to say to you that I love, since it fills some
gaps or
lagoons that exist between what is read in the articles and when
really
it sets one to apply it.>>

Carlos Alvarez
Madrid
www.metka.com
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6. - Collaborations Mailing for this bulletin.

You can make come your articles and analysis of topic of
electronic commerce, marketing online etc. for his publication
in this one
bulletin to mailto:francisco (25 pound) effective marketing (point) com

We save ourselves the right not to publish articles
that contain information that commits an outrage against persons,
institutions, organisms, etc., and than to our personal criterion
must not be
published.
Also, we save ourselves the right to edit or to request to
author who edits the article to be published.
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To subscribe: He sends an email in target to
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Prohibited the partial or entire reproduction without
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The Publisher does not take responsibility of the damages caused for
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(c) Francisco Segura Ramón http://www.internetmarketingtest.com
2.000

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"Francisco Segura:
It receives you and your collaborators a cordial greeting and my congratulations from El Salvador, I center America, for fulfilling 5 years with your bulletin "The Useful council of the week", which has been helpful for persons that as I we begin to sail in the world of the Internet. I hope to keep on being provided in a lot of time with your advices. Congratulations.
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Bienesraices (Peñaflor S.A. of C.V)"


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