There are two basic aims of any web promotion campaign:

To get people to a specific location in cyberspace.It could be a webpage, a website, a chatroom, or any other location.

To get people to buy a product of service.

Most campaigns involve luring the prospective websurfer to a particular location in cyberspace and then giving them a pitchfor your product or service. Some special campaigns send the pitch directlyto the web surfer. We will address both types of campaigns in the varioussections of this cyberbook.

Here are some of the basic tenets upon which thistheory of web promotion has been created:

Utility is the bottom line.
If it works, it works. Do what works. If you have been doingsomething that works and most people advise against it, they are wrong.By the same token, if you get some great expert advice and it is not workingfor you, you need to change your tactics.

The average web surfer is more interested in informationthan in widgets.
That is, most people do not go to the web to buy products, they go thereto find information or for entertainment.

Every campaign must be tailored.
What works for one site may not work for another.

Web promotion is not an exacting science.
It is quite difficult to tell which techniques are working and whichare not. You can analyze your server logs and see where hits are comingfrom, but you can never know exactly what causes an increase or decreasein traffic. For instance, if you place an ad at site X and you get a bunchof hits from site X, you can not be guaranteed that the same ad at siteY or another ad at site X will be effective. All you know is that particularad worked at that time at that place. From there you can make educatedguesses.

Do no harm!
The golden rule of medicine should be heeded by you as well. Don'tstart any aspect of your campaign hastily. Remember that you are not justtrying to get people to buy your product but you are also building an image.People will buy what they think is good, regardless of how good it reallyis. If they think a product is shoddy, they will not buy it even if itis the best thing since sliced bread. When you start a particular phaseof your campaign, ask yourself: "What image is this creating for meand my products?"

Don't be afraid to take risks or be unconventional.
This may seem to contradict the above rule. Well, it does, but it isvalid as well. The greatest minds of history have always gone against conventionand done things that they knew were right. Can you strike a balance betweenthese two rules?

For more great stuff, see the Click here

and the Click here

Copyright © 1997 Bodhi Tree
All Rights Reserved. You may distribute this report freely if left intact.

You can give it away or even include it as part ofa package you sell. Feel free to post it to your website or BBS if youlike. Just be sure to leave the contents intact.

You may not quote from or distribute any individualpart of this report without express permission from Bodhi Tree (pubs@botree.com).