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                 ** DEMC ** Volume IX No. 31 **
        The Truth About Legitimate Email Marketing!
          Serving the Internet Since November 1995

Quote for today:

"What would life be if we had no courage to attempt anything?"
                     - Vincent van Gough
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What's In This Issue - Features

1) Editor's Note: "Are You Prepared for Net Attacks?"
2) Marketing Insights: "When an Email Marketing System Goes BAD"
3) Feature Article: "How to Save Money on Ads...By Bartering"
4) SOHO Help Desk: "The Top 5 'Lies' of Lead-Generation and Retention"
5) DEMC's - Advertising Information

======================

1.

Editor's Note:

"Are You Prepared for Net Attacks?"

It appears that too many Internet users are unaware of the hazards online. A recent survey by the National Cyber Security Alliance (NCSA) and AOL found a large discrepancy between how safe users believe they are how safe they actually are.

The study reveled that the majority of online users think they are safe from viruses (77%) and safe from hackers (73%). However, when technical experts examined these same users computers, they found practically all of them were exposed to web threats. Most lacked proper anti-virus software and two thirds lacked a firewall. Plus, not surprisingly, 80% of the respondents had spyware and/or adware programs installed.

Yikes!

Upon reading these findings, I thought it imperative to issue a warning to you! Especially, since more and more frequently I receive emails from subscribers asking me to resend information because a virus/worm/trojan or some type of malware wiped out data on their computer.

As a small business owner, your personal computer is your lifeline to your business. It must be protected. You need to be able to surf the net safely and review your email without fear of it catching a disease.

If you think I am being overly dramatic in my concern, keep the following in mind. Having viruses, adware and/or spyware on your computers will cause problems. While it might just be the annoyance of sluggish processing or an altered homepages it can be much worse. Malware can steal personal data, hijack control over your computer or even make it non-functional.

In fact, the government is beginning to take steps to stop the growing problem of viruses, adware and spyware. On October 6, 2004, the U.S. House of Representatives passed H.R. 2929, the "Securely Protect Yourself Against Cyber Trespass Act" (the "SPY ACT"). On September 28, 2004, California Governor Arnold Schwarzenegger signed Bill No. 1436, the "Consumer Protection Against Computer Spyware Act".

And the FTC, on October 12, 2004, took action for the first time against a spyware dealer. Interestingly, the case is against Sanford Wallace and his companies Seismic Entertainment Productions, Inc. and Smartbot.net. You may or may not know that Sanford Wallace, was labeled the "spam king" back in the 90s and was sued out of operation.

It appears he's back with a new scheme. He runs a spyware operation that hijacks computers, secretly changes their settings, barrages them with pop-up ads, and installs adware and other software programs that spy on consumers' Web surfing. Then he sells software to fix the problems his spyware just caused. (Not a particularly ethical tactic.)

The FTC hopes this case, as well as others they expect to bring, will address the growing problem spyware is causing ecommerce. At a spyware workshop the FTC held in April, Dell reported that 10% to 12% of its tech-support calls stem from spyware complaints or problems. Similarly, Microsoft reported that 50% of Windows crashes are caused by spyware.

In reality, however, you can not wait for the government to stamp out the virus, spyware and adware problem. If you haven't done so already, you need to take steps to protect your system.

So what do you need to do?

1) Consider using a router.

A router will act as a hardware firewall and make your computer relatively invisible to the outside Internet. If hackers can't easily see you, you're less likely to be attacked.

2) Use a software firewall.

A software firewall will allow you to monitor and control what applications access the Internet from your computer. You will be able to spot and stop anything suspicious from using your computer. A good free software firewall is ZoneAlarm - http://www.zonelabs.com .

3) Install and update your anti-virus software.

As a small business owner you have lots of email coming into your computer. Many of these emails contain viruses or worse. And, while you may nëvër open any attachments delivered with your email, that's not enough protection. With HTML email, viruses can be embedded in the HTML and just viewing the message can lead to problems. Further, because of viruses being embedded in HTML, even surfing the web, can cause your computer to contract a virus.

You need anti-virus software. If you acquired software 2 years ago, it's no longer going to be effective. New viruses, trojans and worms are constantly being let loose on the Internet. As a result your anti-virus software has to be updated regularly.

Some free anti-virus softwares you can evaluate are:

1. Antivir
http://www.free-av.com/

2. avast! 4 Home Edition -
http://www.avast.com/eng/avast_4_home.html

3. AVG Anti-Virus Free Edition
http://free.grisoft.com/freeweb.php/doc/1/

Before you download an antivirus I'd recommend reviewing a comparison of good antivirus softwares to help you select the one right for your machine. A couple of sites with comparatives are

http://www.virus.gr/english/fullxml/default.asp
http://www.av-comparatives.org/

4) Counter act spyware and adware.

One of the main roads spyware and adware take into your system is through your browser. In particular Microsoft's Internet Explorer browser is loaded with vulnerable spots through which malware can invade your system.

One step you can take is to switch browsers. WebSideStory just reported that the Mozilla Suite, Netscape and Firefox have increased their share of the browser marketplace by 3.5% since June because of the problems with Microsoft's IE. If you're interested in trying another browser, you might try out Firefox by Mozilla. It can be downloaded for free at - http://www.mozilla.org/products/firefox/ .

If you want to stick with Microsoft's IE, then be sure to download and regularly run on your system checks for Spyware and Adware. Two well respected anti-spyware programs which can be freely downloaded are

1) Ad-aware from Lavasoft
http://www.lavasoftusa.com/

2) Spybot-S&D
http://www.spybot.info

Both of these programs work like anti-virus software, they'll scan and remove a wide variety of intrusive or dangerous spyware programs. As each finds different spyware, I encourage you to use both.

Once you've taken steps to secure your personal computer, next you should evaluate the set-up and security of your ecommerce presence.

Yes, your web site is in danger too!

In the most recent Symantec "Internet Security Threat Report," a number of scary statistics were highlighted.

Their study from January 1, 2004, to June 30, 2004 found that attacks on small ecommerce businesses are on the rise. They reported that 16% of the security attacks were targeted at ecommerce organizations, up from just 4% in the previous 6 months. Plus 10% of the attacks were specifically targeted at small businesses rather than bigger companies.

The increase in attacks on smaller players, shows that hackers are looking for financial gain by going after what they perceive as more vulnerable targets. Smaller businesses typically have less robust security so data can be stolen more readily. Further smaller businesses are more vulnerable to blackmail, as many depend entirely on their Internet presence for revenue.

After reading this disturbing news, I also learned of an attack earlier this fall which severely hurt small businesses. Wired News reported that Authorize.net was targeted with a denial of service, or DDoS, attack in September. Authorize.Net is one of the Internet's best-known, most widely used credit card processing services, whose customer base is mostly smaller merchants. The result of the attacks were that thousands of small business merchants lost money.

As a small business you need take note of this rising attack trend. Take steps to review your Internet security and disaster plan. First, as I've discussed make your personal computer secure.

Next, evaluate your web site's security. Review your host's and provider's security measures. You'll want to chëck to make sure that the physical location of your host's servers are secure. You'll want to confirm that your host makes back-ups of the data you're placing on their system. And you should read through their security policy. If you're unable to find this information about your host, contact them (a quick email will do), and ask them about their security measures.

In addition to your host having back-ups, you want to make certain you have back-ups of all important data. Store this data on a disk. On the disk have copies of your web pages, your customer data, your email lists, your scripts, etc..

Should your host ever loose your data or go down for an extended period, you will be able put up your site elsewhere without difficulty. You'll only be able to accomplish this business saving step, however, if you have complete back-ups.

You also want to safeguard your login information to your host. Do not give out your password or grant others access to your host without thoroughly knowing them.

Lastly you may want to consider redundancy. What would you do if one of your providers has a problem? For instance what would you have done if you used Authorize.net to process your orders?

If you use PayPal to process payments, they too experienced technical problem for several days in mid- October. Merchants couldn't collect payments as needed during the down time.

Only those ecommerce sites, with multiple payment options would have been able to reduce the damage. If you only use PayPal on your site, you might want to set-up with a credit card processor like Authorize.net. Or if you use Authorize.net, you might also want to offer PayPal as a second option.

Whatever payment processor you do use, consider offering another option. It's unlikely both providers will have problems simultaneously.

Similarly, if you can not afford to have your ecommerce presence out for any length of time you may want to have 2 different hosts. Having the same site, housed under 2 different domains at 2 different hosts gives you options. Should one host go down you can refer customers to your other site. Plus, you'll have the ability to update your domain to point to the other site during the emergency.

Take time to think through your disaster plan and your businesses' security so you can prepare. Small online businesses are being targeted, so you need to take action. Don't wait until tragedy strikes.

Abbie Drew
DEMC Editor
mail@demc2.com


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2.

Email Marketing Insights:

* Exclusive *

Email Marketing Systems to Help Boost Exposure and Profits...

"When an Email Marketing System Goes BAD"
By: Denise Ryder

Ok...so this is what I did.

I saw an ad on television for starting a home based business and how you can be matched with a business that fits you. Nicceeee! Finally a way to cut through the mesh of businesses to find one that fits where your interests are...or so I thought.

I went to the site and filled out the form. It asked for the usual stuff, name, address, phone number, email. Then it asked me a series of quëstions about how much time I had, when I wanted to start, how much I could invest. Click the button and I thought it would take me to the next screen which would be a profile on me and my interests...

HECK NO!

I was taken to a screen that stated I would receive my home based business package once I filled out the form asking me for my credit card in order to pay the shipping and handling. The picture of the package was there...but no indication as to what the package included, other than I had a choice to receive it in VHS or DVD format.

At the same time all this is happening...I received an email from someone with a yahoo account, saying "thank you for your interest in my program, a program that I have seen great success with." No mention of what that program is, what the product is...just that I am successful at it. There was a link, which I thought would have taken me to her site so I could see what the business was...but NO, it took me back to the original home business website and the page asking me to pay for the shipping and handling.

AND YOU WONDER WHY PEOPLE WON'T JUST JUMP ON BOARD?

Well...I decided to take the time to email this yahoo person and ask her exactly what the program was, what the product was...and most importantly...WHERE'S THE TRUST?

If you use this type of system or have your own in place then take this time to revisit it from the shoes of your PROSPECT.

This system was cold. I mean we don't want to be all warm and fuzzy but...at the same time you want to be able to provide people with "some" information about what it is you are sending them. WHAT'S THE BIG SECRET? Are you that ashamed of your program??

A YAHOO ACCOUNT? What the heck is that about? It tells me that you are not that serious about your own business that you won't do business properly and give me a valid email address. DO YOU RESPOND VIA HOTMAIL OR YAHOO? Shame on YOU! There are all kinds of h0sting programs that will include email accounts with them.

COME ON....PROFESSIONALISM AND TRUST is what it is all about. These people may have been able to get away with this when the Internet was new, but the prospects are smarter today. They know what YAHOO and Hotmail are and that anyone and their dog can get a free account.

If you're thinking but Denise, this little program was designed so that it did all the prospecting for us and all we got was the lead for follow up and I don't need a site...WRONG.

The email letter I received was a form email, which is ok. I can understand that...however, there should be a way to add into that letter to "chëck out the Introduction to My Program" or "you can read about my success here." Then have A link that takes me to "YOUR PAGE" and tell me about YOUR Success. Plus provide me with a PROPER email address. If I have a question I don't want to be lumped in with some yahoo dumping account you have set up.

If the program doesn't give you this capability and assuming you get the lead (and you should otherwise WHY ARE YOU PAYING GOOD M0NEY FOR A PROGRAM THAT WON'T GIVE THE LEAD TO YOU), then follow up with another email and take that second email to build the trust and rapport.

The BIG QUESTION is...

Having gone through this little prospecting tool, would you blindly fork over monëy for shipping and handling without knowing what type of program it is?

If you answered NO then what makes you think that the rest of us are any different?

Prospects are more than just a name and an email address. Don't forget this fact. In the same sense, if you take the time to build the trust you stand to gain a BETTER associate for your program. One that is with you because YOUR program lies within their INTERESTS, not one that is just the "next in line" for the autoresponder.

Remember...the QUALITY of the prospect far out-weighs the QUANTITY. I would far rather have 10 people in my downline who are there because my program lies within their interests and passion, as opposed to 45 who are just sitting there inactive.

Make Sense?

ALWAYS...look at your site, your advertising, your follow-up systems from the eyes of your customers and prospects. Build TRUST ... Build a RELATIONSHIP

###
Denise Ryder is a Marketing Coach writing from her home office in Northern Ontario (Canada). Hey...are you a do-it yourself marketer? Are you struggling a little? Need just a little help??? Can you imagine how far your business could grow with a Marketing Coach in your pocket??? Take a no cost Test Drive TODAY! http://www.profitspace.com/coach


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3.

Feature Article:

* Exclusive *

"How to Save M0NEY on Ads...By Bartering"
By: Kevin Nunley

We all know that a successful business requires advertising... And that can be expensive. We also know that owning your own business can mean a very tight budget. So what do you do when you don't have enough monëy to advertise? Start trading! Trading products and services for advertising can not only give the small business person excellent opportunities for exposure, but it also saves monëy.

Trading for advertising can be easier than you think. For example, say you own a donut or bagel shop. Try giving boxes of your goods to local radio stations for daily giveaways. In return, they can speak highly of your products on the air. Or, try simply showing up with treats for the morning DJs. They're probably hungry, and they can give you a mention during the show. All it will cost you is a few of your products.

And fortunately, radio isn't the only place you can trade for advertising. Newspapers frequently need traded items and services to give away as prizes to readers, advertisers, and employees. Getting your product out to even a few people (especially if it has your name printed on it) can encourage great word-of-mouth advertising, and it won't cost you much. Chëck with the circulation department of your local paper.

Aside from radio and newspaper, TV stations in many medium-sized and small cities like to trade advertising for products or services. You'd be surprised at how flexible some TV stations are willing to be. If you're willing to do some checking, you could end up with some great advertising just by trading your product or service. Try contacting the advertising department.

Trading for advertising can be a useful tool in almost any business. For example, there is a Realtor in my area who does his own real estate show on talk radio. He enlisted local business sponsors to pay his on-air fees, so they get some inexpensive advertising in return for small financial support. For the Realtor who doesn't have that show biz zeal, appearing regularly as a real estate expert on someone else's show can be just as effective. In this case, you're simply trading your own expertise for some on-air exposure.

Not all media outlets will trade for advertising. Some will welcome trades at some times of the year, and not others. Some outlets will want to do a part trade, part monëy arrangement. A great many newspapers, radio, and TV stations will give you a bonus of a few frëë commercials or mentions when you buy ads.

No matter what you do or sell, there is probably a newspaper, newsletter, magazine, TV station, cable system, radio station, or on-line provider that needs you. If you're short on monëy, simply ask these outlets if they'd be interested in a trade. You might be surprised at what they're willing to do.

###
Kevin Nunley provides marketing advice and copywriting.
See his 10,000 marketing ideas and popular promotion
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4.

~/~ SOHO Help Desk ~\~
http://www.demc.com

"The Top 5 'Lies' of Lead-Generation and Retention"

Today's SOHO Help Desk discusses how to effectively work your lead list.

If you have a valuable tip, promotional idea, question or answers you would like included in an upcoming issue of DEMC, all you have to do is submit it by email to - mailto:helpdesk@demc2.com

Before we get to today's tip, a couple of DEMC readers need your input. Take a minute to see if you have any advice you can share.

=== Help Request ===

From: Annette Fincher

Hi,

If a business has a routine ëmail markëting program, aside from confirmations and follow up thank you's for orders, what is the most effective timing between emails? Once a month? Every two weeks? Other?

I plan to have a website selling cat, dog and exotic bird items and gifts, beginning primarily with cats, in the coming months and am gathering information in the meantime. I already have a newsletter about cats that I will be incorporating into this business.

Thanks,

Annette Fincher
C A T "T A I L S"
A newsletter for people who LOVE cats!
http://groups.yahoo.com/group/CatTails

=== Help Request ===

From: Lesley Mills

Hi,

I am looking to earn extra money. I am a stay home mom. I'm just a bit out of touch about Internet business. I don't understand how to go work from home. How do I do it.. How do I get started.

Does having an Internet Business really work? How soon will I see an income? What is involved?

Thank you,

Lesley Mills

=== 5 'Lies' of Lead-Generation ===

From: Len Foley

"The Top 5 'Lies' of Lead-Generation and Retention"

Lie #1: Anyone who rejects my initial offer is a "bad" lead.

Fact: Anyone who rejects your initial offer is a NORMAL lead. Most people want solutions to their problems, not blatant salës pitches. Flip through your favorite magazine. How many advertisements do you remember? One, maybe two? How many articles do you remember? Most people remember every article they read and forget every advertisement they see.

The lesson: Nëvër sell to your list, educate them... teach them something they don't know. Compel them with interesting copy about topics relevant to their lives. If you make yourself interesting to them, they will inevitably become responsive to you.

Lie #2: All I need is a good list of people who want my product or service.

Fact: You need to spend less time looking for the right people... and more time looking for the right PROBLEMS people want to have solved. When you know exactly the kind of problem your product or service solves, you will have no problem finding the right people in need of your solution.

Lie #3: I need a better salës pitch for my product (or service).

Fact: Please... tape this someplace where you will see it every day: NOBODY CARES ABOUT YOUR PRODUCT OR SERVICE! People have problems they need to have solved, and your job is to offer exceptional solutions-not better salës pitches.

Lie #4: If my list is unresponsive, I should contact them more.

Fact: If you want a massive response from your list, then you need to find the MASSIVE problems your product or service specifically SOLVES. If your business doesn't solve a problem for your list, then you don't have anything to say to your list. And if you don't have anything to say to your list, then you shouldn't be contacting them in the first place!

Lie #5: A good lead will buy whatever I'm selling.

Fact: Seller Beware! Good leads are market-savvy consumers who have seen and heard it all. They can spot a meddling peddler a mile away. Try strong-arming a good lead with a hackneyed pitch and you might just get a one-two jab in the nose.

A good lead has no time for amateurs. They know what they want and will not settle for second-rate hacks. A good lead, however, will be EXTREMELY responsive to fresh, intelligent, ideas. They will perk up when you present them with something useful, amazing, productive, revolutionary, or helpful. A good lead will pay you a lot of monëy if you solve their problems in an inspiring, funny, or remarkable way. Good leads, if treated well, are gold.

###
For more information on how to generate MASSIVE awareness on a shoestring budget, chëck out Len Foley's article archives at: http://www.bangingdownyourdoor.com

===

If you have a valuable tip, promotional idea, question or answer you would like included in an upcoming issue of DEMC, all you have to do is submit it by email to - mailto:helpdesk@demc2.com

Be sure to include your SIG and contact URL with your post as we'll be sharing any viable ideas/information in an upcoming issue of DEMC E-Magazine.

======================

Advertise In DEMC - * Prices *

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