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((((((((((((((((( WEBREFERENCE UPDATE NEWSLETTER ))))))))))))))))) July 5, 2001

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We were so impressed with his new book "World Wide Web Marketing" reviewed Monday that we interviewed the author, Jim Sterne on effective marketing on the Web. Jim graciously took time out of his busy holiday schedule to squeeze in this interview, thanks Jim! Happy U.S. Independence Day everyone!

http://www.webreference.com/new/010702.html#review (book review)

New this week on WebReference.com and the Web:

1. INTERVIEW: Jim Sterne on Marketing 2. OTHER VOICES: * The History of the GPL * Innovation Drought * Design for Process, Not Products 3. NET NEWS: * Open-source fans try to outflank .Net * Return On Interaction * You've Got Maelstrom: Dealing With Too Much E-Mail

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\--------------------------------------------------------------adv.-/ ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 1. INTERVIEW: Jim Sterne on Marketing

We interview Jim Sterne, electronic marketing guru, prolific author and speaker, about his newest book and effective marketing on the Web.

>WR: Summarize the book for us. What's the gist of what you are saying?

>JS: Be excellent to each other! No- wait... that was Bill & Ted. If there's only one point, it's to view your Web site through customer-colored glasses. What's in it for them? Do not build a site about the company, build it about your customers.

>WR: In 2001, you seem to be saying we're in a more mature phase of the Web, where businesses are more interested in ROI than looking cool on their commercial Web sites. Expand on that theme for us.

>JS: We've been in an experimental phase for several years that went a little over the top. Now everybody is pulling back a bit and trying to get a good look at where they're headed and whether that's a good direction or not. The questions that pop up instantly are: how do we know if that's a good direction and how can we tell if we're making progress?

So now the focus is shifting to measurement: ROI in terms of sales, metrics in terms of design and content, and trying to gauge the whole effort in terms of costs versus value to the brand.

>WR: You cite Nielsen's Top Ten Dos and Don'ts, do you have some top ten marketing Dos and Don'ts?

>JS:

1. Build your Web site for your customers, not for your boss.

2. Answer your e-mail.

3. Make your site as easy to use as possible.

4. Test everything - measure the results and try again.

5. Try viral marketing but don't count on it.

6. Newsletters done well can not be beat for staying top-of-mind and building your brand.

7. Integrate your marketing message across all media.

8. The Web is excellent at interaction and allowing people to accomplish things - make the most of it.

9. Ask your customers what they would like to see on your site.

10. Concentrate on making your customers successful.

>WR: You draw on so many sources in the book, where do you find all this stuff?

>JS: Three places: I read a lot, I'm online a lot, and people are always e-mailing me with "Betcha didn't know about *this* one, didja?" I love that.

>WR: I like your section on flow, I haven't seen much mainstream coverage on Csikszentmihalyi/Hoffman/Novak's work. Are there any sites that you know of that have been shown to induce the flow state in users?

>JS: Any site that hooks visitors. Online gaming - and here I don't mean shoot-em-up stuff, I mean bridge and poker and canasta - is a great grabber. It hooks people and keeps them on a site for hours.

But great writing can get people into a flow state as well. "I couldn't put it down," is not said by somebody with Super Glue on their hands. It's said by somebody who looked up and realized it was suddenly 2 in the morning!

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>WR: You seem to emphasize getting your site in order and interactive before promotion. At what point should webmasters start promoting their sites?

>JS: You can spend a lot of money on brand aggrandizement. This is great for the movies because it builds anticipation toward the Opening Day. But on the Web, our expectation is instant gratification. If I hear about it and I'm interested, I'll click. But if you want me to hear about it and remember it for a month or two before it's ready, then I'll have to be *very* interested. Better to build the anticipation in terms of days, rather than weeks.

>WR: What characteristics should a successful commercial Web site have?

>JS: Functionality! Make sure the site *works*. People want to be able to:

Discover Learn Compare Test Experiment Buy Fix Solve Etc.

Make sure they can do all those things and make sure you have a process to test all those features every day.

>WR: What makes people click?

>JS: Pride (also known as Vanity), Envy, Gluttony, Lust (a big money maker), Anger, Covetousness (AKA: Greed), very rarely, Sloth, and sometimes, Guilt. You know - the usual things.

http://www.targeting.com http://www.webreference.com/new/010702.html#review

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 2. OTHER VOICES: The History of the GPL, Innovation Drought, Design for Process, Not Products

>The History of the GPL

To celebrate Independence Day, Andy Tai of Free Software writes a brief history of this popular open source license that covers the majority of free software on the Net. http://www.free-soft.org/gpl_history/ Andy Tai of Free Software, July 4, 2001

>Innovation Drought

After a few years of mad creativity, it looks like a desert out there. http://www.businessweek.com/magazine/content/01_28/b3740602.htm Business Week, July 9, 2001 issue cover story

>Design for Process, Not Products

Customers need compelling reasons to complete complex tasks on the Web. By Jakob Nielsen. http://www.business2.com/magazine/2001/07/design_for_process.htm Business2.0, July 10, 2001 issue

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\--------------------------------------------------------------adv.-/ ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 3. NET NEWS: Open-source fans try to outflank .Net, Return On Interaction, You've Got Maelstrom: Dealing With Too Much E-Mail

>Open-source fans try to outflank .Net

Even as Microsoft touts the open availability of the underpinnings of its .Net initiative, open-source advocates are working to make sure .Net isn't a Microsoft-only technology. http://news.cnet.com/news/0-1003-200-6455783.html News.com, July 5, 2001

>Return On Interaction

Can you build a vibrant online community that justifies its expense? Sure. The experts explain how. http://www.informationweek.com/thisweek/story/IWK20010629S0030 Information Week, July 2, 2001

>You've Got Maelstrom: Dealing With Too Much E-Mail

When dealing with today's volume of email, you've got to be organized to be be productive. http://www.nytimes.com/2001/07/05/technology/05MAIL.html New York Times, July 5, 2001

That's it for this week, see you next time.

Scott Clark Managing Editor, WebReference.com sclark@internet.com

Dan Ragle Assistant Editor, WebReference.com dragle@internet.com

Andrew King Newsletter Editor, WebReference.com aking@internet.com

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