Cover -- Title Page -- Copyright Page -- Table of Contents -- About This Bool -- Your "Members Only" Web Site -- Introduction -- Chapter 1: How to Succeed in Online Business by Really Trying -- The Entrepreneur's Eye View -- What's the Same about Web Marketing -- WIIFM -- You -- Free -- AIDA -- Get on the Winning Side -- A Brief History of the Internet and the Web -- A Government Heritage -- Spectacular Growth -- What's Happening in Cyberspace? -- E-Mail and Instant Messaging -- Mailing Lists -- Newsgroups -- The World Wide Web -- By the Numbers: Business on the Internet -- Who's Selling What to Whom -- B2C -- B2B -- How People Find Sites -- Mass vs. Target Marketing -- There's More to a Site Than Meets the Eye -- Concept -- Content -- Navigation -- Decoration -- Marketing Effectiveness -- The Bottom Line -- Chapter 2: The ABCs of Business Are the XYZs of Internet Marketing -- Is the Internet Right for Your Business? -- You Can Do Much More Than Sell Online -- Essential Questions for Web Value -- Essential Questions for Readiness -- The Importance of Good Business Practices -- Marketing Basics -- Why People Buy: Maslow's Hierarchy of Needs -- Why People Buy Online -- Conversion Rates: Browser to Buyer -- The Seven Steps to Internet Success -- Step 1: Observe the Web -- Sites You Love/Sites You Love to Hate -- Customers -- Competitors -- Vendors and Others -- Step 2: Know Your Business -- Step 3: Write an Online Business Plan -- Step 4: Create and Distribute Info-Tools -- Step 5: Plan and Create an Effective Web Site -- Step 6: Maintain and Monitor Your Site -- Step 7: Market Your Internet Presence -- A More Level Marketing Field? -- Customer Service Is the Name of the Game -- Chapter 3: Build the Foundation with Steps 1-3 -- Step 1: Observe the Web-Know Your Audience -- Online Demographics -- Income and Education -- Age Distribution.

Gender Distribution -- Racial Distribution -- Global Use -- Language -- Online Market-Research Sources -- Step 2: Know Your Business -- Site Goals -- Web Site Life Cycle -- Site Objectives -- Financial Objectives -- Traffic Objectives -- Conversion Rate Objectives -- ROI & Break-even Objectives -- Hidden Costs of Readiness -- Telecommunication Needs -- DSL -- Cable Modem -- ISDN -- T1/T3 Leased Lines -- Wireless Broadband & Satellite -- Hardware and Software In-House -- Step 3: Write an Online Business Plan -- Elements of a Business Plan -- Integrate Bricks-and-Clicks -- It's Still One Business -- Don't Eat Your Young -- Plan for Back-Office Operations -- Shipping -- Warehousing -- Moving Forward -- Chapter 4: Step 4: Create and Distribute Info-Tools -- Creating Info-Tools -- Signature Files -- Blurbs -- Reports and White Papers -- Newsletters and E-Zines -- Press Releases -- FAQs -- Newsgroups -- Net Courtesy -- E-mail Marketing -- Responding to E-mail -- Mailbots -- Listservers for Info-Tool Distribution -- Existing Public Mailing Lists -- Rent-a-Reader -- Create Your Own Mailing Lists -- Distributing Your Information -- Post to a List of Lists -- Secrets of Effective E-mail Marketing -- Ready, Set, Mail -- HTML vs. Text E-mail -- Enticing E-mail -- Reaping What You've Sown -- Marketing on Online Services -- Online Communities of Interest -- More about Message Boards -- Chats, Instant Messaging, Conferences, and Forums -- What's Next? -- Chapter 5: Step 5a: Plan Your Web Site -- Preplanning Pays Off -- Set Up a Team -- Plan for Updates -- Establish User Hardware/Software Needs for Your Site -- Budget -- Timeline -- Selecting Service Providers -- DIY? -- Selecting an Internet Service Provider (ISP) -- Selecting a Web Host -- Selecting a Designer and/or Programmer -- Requests for Quote or Proposal -- Elements of an RFQ/RFP -- Evaluation Criteria.

Reference Checks -- The Design Process: What To Expect -- Initial Design Conference and Schedule -- Design Comps -- Navigation Storyboards or Flowcharts -- Element Production and Content Acquisition -- Programming and Integration -- Testing and Corrections -- Domain Name Registration -- A Site by Any Other Name Might Not Smell as Sweet -- Registration Process -- What's in a Name? Money and More -- Here Comes the Fun -- Chapter 6: Step 5b: Design an Effective Web Site -- Goals of Effective Web Design -- From Site Evaluation to Prescription -- Concept -- Content -- Navigation -- Decoration: Backgrounds, Buttons, and Bars -- Marketing Effectiveness -- Refining Your Site Index -- Marketing Communications Principles -- Human Factors -- Color and Sound -- Layout and Images -- Typographic Tips -- Writing for the Web -- The Reader's View -- Inverted Pyramid -- Scrolling vs. Chunking -- The Written Word -- The Promise and Peril of Rich Media -- Helpful Hints for a Successful Site -- Splash Screens -- Home Page -- Avoid Causes for Complaint -- Reduce Download Time -- Make Your Site Easy to Understand -- Conduct Testing and Maintenance to Avoid Problems -- Forget-Me-Nots -- Freebies and Features -- Features and Site Amenities -- Free Web and Internet Services -- Free Decorative Doo-Dahs -- Chapter 7: Step 5c: Build an Effective Storefront -- Criteria for an Effective Online Store -- Storefront Options -- Browse'n'Buy Storebuilders -- Stand-alone Packages to Integrate -- Catalog Software -- Shopping Carts and Checkstands -- Integrated E-Commerce Solutions -- Auction Options -- The Mall Alternative -- On-Site Preparation for E-tailing -- Merchandising Your Online Store -- Product Photos -- Check the Four Ps of Merchandising -- Customer Support -- Accepting Payment Online -- Phone, Fax, and Snail Mail -- Credit Cards -- Setting Up a Merchant Account.

Merchant Account Alternatives -- Credit Card Security -- Secure Storefronts and Hosts -- Secure Socket Layers for Transmission -- Firewalls for Internal Security -- The Biggest Risk Is to the Merchant -- Build Credibility -- Payment Alternatives -- Small Transaction Amounts -- EFT on the Internet -- Online Purchase Orders -- Selecting a Payment Option -- Sales Statistics and How to Use Them -- Chapter 8: Step 6: Maintain and Monitor Your Web Site -- Maintaining Your Site -- Maintenance Schedule -- Check Syntax -- Verify Links -- Make Corrections and Fixes -- Compatibility for the Disabled -- Moving Your Site or Pages -- Content Management Tools -- Content Updates -- Monitoring Results -- Hit Rate: Fact and Myth -- On-Site Page Counters -- Analyzing Statistical Reports -- Site Statistics -- Server Statistics -- Amateur Statistics -- Comparing Sample Reports -- Statistical Tools for a Fee -- Statistical Tools for Free -- Lies, Damn Lies, and Statistics -- Using Results Effectively -- Chapter 9: Step 7a: Market Your Internet Presence On-Site -- Goals for Site Promotion -- How People Find Sites -- The Magic 3-Letter Word -- A Web Promotion Plan -- Writing the Plan -- The One-to-Two Rule -- Help Available -- Internal Calls to Action -- Make the Most of On-Site Registration -- Fanfare -- What's New with You? -- Updating Service -- Pat Yourself on the Back -- Freebies and Fun -- A Four-Letter Word That Starts with "F" -- Giveaways -- Distribute a Browser -- Coupons -- Contests, Raffles, and Games -- Build a Loyal Online Community -- Chat Rooms, Message Boards, and Events -- Viral Marketing -- Chapter 10: Step 7b: Market Your Internet Presence Online and Offline -- Word of Web Campaigns -- Online PR Campaign -- Hot Sites and Cool Links -- Newsgroups and Mailing Lists -- Chat Room Buzz -- Word of Mouth Buzz ... Buzz -- Inbound Link Campaigns.

Links from Other Sites -- Web Rings -- Links from Meta-Indexes -- Promoting Your Site Offline -- Literature, Stationery, and Packaging -- Promotional Items -- Community Events -- Launching Your Web Site -- Coordinate Your Campaign -- Chapter 11: Step 7c: Market Your Internet Presence with Search Engines -- About Search Engines -- About Directories -- Yahoo! -- Optimizing Submissions -- Resubmission Strategy -- Improving Search Engine Ranking -- Site Popularity -- Optimizing Your Pages -- Keyword Weighting -- Keyword Emphasis -- Keyword Density -- A Few More Words about Keywords -- WordTracker -- Paid Search Engines -- Chapter 12: Step 7d: Market Your Internet Presence with Online Advertising -- Trends in Web Advertising -- How Ad Dollars Are Spent -- How Online Ad Dollars Are Spent -- Web Site Ads -- Pop-Ups and Pop-Unders -- Rich Media Ads -- Banner Exchanges -- Web Site Advertising Rates -- Improving Online Ad Effectiveness -- Coordinating with an Offline Ad Campaign -- Online Sponsorships -- Newsletter, Discussion Group, and E-mail Sponsorships -- Content Site Sponsorships -- Charity Sponsorships -- Search Engine Advertising -- AdWords -- Premium Keyword Sponsorships -- Classified Ads on the Web -- USEnet and Classified Sites -- Selling Advertising on Your Site -- Tracking Advertising Success -- Chapter 13: Model Web Sites -- Tempting Customers Beyond the Home Page -- Virtual Voyages Makes the Most of the Web: All-Outdoors Whitewater Rafting at http://www.aorafting.com -- Turning Offline Needs into Online Opportunity: The Connoisseur.cc Ltd. at http://www.low-carb.com -- Log On, Dine Out: NMRestaurants.com at http://www.nmrestaurants.com -- Marketing Magic -- Free Is a Four-Letter Word: MagicTricks.com at http://www.magictricks.com -- A Passionate Business: The World of the Walking Stick at http://www.walkingstickworld.com.

The Light Stuff: StreetGlow, Inc. at http://www.streetglow.com.