USING THE INTERNET

USING THE INTERNET

The subject of electronic marketing will not be complete without at

least mentioning the network or all computer networks, known as the

Internet. Founded over 20 years ago by the U.S. military, and

managed in part by the National Science Foundation, the Internet

has 20 to 30 million users worldwide People who use the Internet

include, entrepreneurs, executives, researchers, educators,

technicians, consumers, activists, students, and military personnel.

Most use the Internet to exchange e- mail, pursue special interests,

search databases, and conduct business.

E-MAIL

One of the most popular uses of the Internet allows you to send and

receive messages to and from people around the world from the

comfort of your home computer. These messages, which are free to

send, are almost always delivered faster and more accurately than

regular mail. You can send messages to anyone who has an Internet

address. This includes members of most online services.

It is estimated that over 4,000 e-mails per minute gr through the

Internet What this means to you as an information marketer is that

you can conduct "direct mail" through the Internet to existing and

potential customers.

This will eliminate your postage and printing costs. It will also reduce

the amount of time needed to process your mail.

The Internet also has mailing lists to which you can have your e-mail

address added. These mailing lists are made up of groups of

Internet users with similar interests. The users send messages back

and forth to each other regarding relevant topics. For example, if you

are selling a publication on gardening, you might want to join a

mailing list of users interested in outdoor hobbies. Whenever

someone sends e-mail to this mailing list, the e-mail goes to

everyone on the mailing list. Sometimes the mailing list is monitored

by an administrator. If this is the case, you may be limited to the

kinds of e-mail you can send. If you can't find a list that has to do with

your publication's topic, you can start your own mailing list and wait

for others to join.

Once you join a mailing list, usually for free, you can receive 1000's

of e-mails from users you have already selected based on their

interests. You can then respond by sending an e-mail to each user's

e-mail address. Your e-mail might be a short message where you

mention how your information products can help them. Rather than

responding to each e-mail individually, you may be able to respond

by sending one e-mail to the entire Internet mailing list.

USENET

The Internet also has what is called, USENET newsgroups. This

aspect of the Internet allows users with specific interests to forms

groups and share information with each other, usually by posting

messages that others can read. Unlike mailing lists, you do not need

to send or receive any e-mail. You simply connect to the Internet,

locate a USENET newsgroup, and read or post messages to that

particular group.

Marketers can also use USENET newsgroups by finding a

newsgroup that focus on interest of specific advanatge to the

information products being sold.

You can do this by scanning the messages that have been posted.

By recording users e-mail addresses, you can compile a mailing list

to which you can e-mail information describing your product.

The Internet also has 100's of free databases that can be accessed

to gain information on practically any subject. These databases are

indexed so that you can search for information using key words or

phrases. Most are run by volunteers, but, just about anyone can start

one. Publishers can use these databases for two purposes. First,

they are an excellent source of current information. This information

can be used to help you write your publication.

Second, experienced publishers can create their own database.

Once created, the database can be accessed by millions of Internet

users worldwide. Your own database can contain your publication(s),

much like your own BBS.

Finally, the Internet, like many online services, is scattered with

1000's of interesting computer files that is accessible free of charge

to Internet users. These files are usually located in areas called

special interest groups (SIGs). There are over 5,000 SIGs on the

Internet.

Information Marketers can upload free reports, announcements,

press releases, etc., to these SIGs for others to download. This

process is known as file transfer protocol (FTP).

Using this process, Internet users can send and receive computer

files all around the world. These computer files may contain more

complex information than contained in standard e-mails. These

computer files can contain text, graphics, sound, or they may be

actual programs. They have all been created, saved, and stored by a

computer connected to the Internet. You can send and receive

advertisements, small reports, or entire publications using the File

Transfer Protocol.

COMPUTER SHAREWARE FOR $5 OR LESS.

COMPUTER SHAREWARE FOR $5 OR LESS.

The IBM PC and IBM-compatible machines are the ultimate tool for

the small business. With a PC, you can instantly access individual

records for your customers, write letters and marketing materials,

keep track of your books, and more.

You can't do it without software, though. Software are the computer

programs you need in order to do anything with your

computer. Unfortunately, most business software is quite expensive,

into the hundredsof dollars. There is a way, though, to get

professional quality IBM computer software for $5 and less. The

software is a special type called SHAREWARE.

Shareware programs, in most cases, are distributed directly by the

author of the program.

Why would they want to do this?

It is much easier for their program to get wide distribution if they do it

themselves, rather than if they try to get a major company to produce

and distribute it. Many shareware programs are as good, if not

better, than commercial programs (the ones you buy at a computer

store).

What's better, the pretty much unwritten rule in the shareware

industry is that you shouldn't charge more than $5 for a shareware

disk. If you know where to look, though, you can get the programs for

FREE!

Shareware is meant to be shared, hence the name. It's OK for you to

copy a shareware disk and give it to a friend, unlike commercially

released programs, which are protected by copyright.

What this means, is that you can get PC-WRITE, a word processor

that rivals WordPerfect, the industry leader, for free. WordPerfect, on

the other hand, costs over $400.

Other great shareware programs include FILE EXPRESS (a

database, great for customer mailing lists, and inventory records)

and AS-EASY-AS (a spreadsheet, for accounting and

bookkeeping). All these have the features of a professional

program.

So, where can you get these programs? There are dozens of

shareware dealers like Software Labs (800-569-7900), which sell

programs by the disk, usually for $5 per disk. Some programs, like

the ones mentioned above, are so big they come on more than one

disk, and may be priced differently than single- disk programs.

There's also a way you can get this programs for free. How?

Through bulletin board services that offer free sharewares.

First you'll need a modem, which lets you connect your computer to

the phone line. Then, you'll need a "terminal program," which turns

your computer into a terminal which can communicate over the

phone. The best terminal program to use would be QMODEM.

Call computer bulletin board services, which have programs you can

"download" (transfer) through the phone line into your computer. The

best sources for these programs would be America On-Line.

A shareware program is meant to be a trial program. If you like the

program, and use it a lot, you should REGISTER it with the author.

Registration is outlined in the program itself, or the documentation

that comes on the disk.

You will have to send the author a payment, varying from as low as

$5 to a high of $100 (vary few are more than that). For registering,

you will usually get a package of items from the author than can only

be gotten by registering.

This usually includes a copy of the latest version of the program,

sometimes with extra features, and a printed instruction

manual.Items might include free or low cost updates to the program

when available,phone support from the author, or other programs

the author has written.

It really is worth it to register the program. After all, you've gotten the

opportunity to inexpensively try the program to make sure it will fill

your needs. You will get a full-fledged software package at a much

lower price than the commercial equivalent. Also, you will be

supporting the author, so he or she will be able to continue

upgrading the program and/or writing new programs.

Registration fees are how the shareware author makes a living, and

it's unethical to use shareware permanently without registering.

With shareware, you get the best of both worlds. You get to "try the

software on for size," without getting stuck with a $300 program you

won't use. Once you find the program for you, you can register it and

have a professional quality program that still cost a fraction of the

competition's programs. Any way you look at it, shareware makes

sense!

COMMUNICATION SOFTWARE

COMMUNICATION SOFTWARE

When first introduced, it was a hard task just to get the

communication software to talk to the modem and get everything

worked out just right. As with all computer programs and software,

over the years, communication software has leaped forward

dramatically in the last couple of years.

There have been several things added to the features available with

communication software; but, fortunately, the price has remained

stable.

Features-- There are a lot of features that you should look for in

software for communications. You should try to get auto-dial, screen

capture, phone directories, and macros. In this section, I will tell you

a little about each of them and how they work.

NOTE: Do not go out right now and try to get your hands on the most

fascinating piece of software you can find. You will be wasting your

money.

There are several programs out there that will do just as well, and will

cost you half as much.

You will find that a lot of the programs that come with your computer

will already have communication software installed in them.

Microsoft Windows has a program that comes with it called

Terminal. GeoWorks has a program that comes with it called

GeoComm. And there are many others.

The first thing you should look for in software is compatibility. You

need to make sure that the software you buy is able to run with both

your computer and your modem. If your computer has a built-in

communications program, then all you will have to do is make sure

that the modem is compatible. It probably will be.

You will also want to make sure that your software is compatible with

different BBSes and on-line services. Some software will only run

with one kind of on-line service such as CompuServe. It will do you

some good to look for a broad-based, general-purpose

communications program. If you wish, you may have as many

communications programs as you have room for on your computer;

there is no limit.

Choosing Your Software

Shareware

You will want to look over a lot of different programs that are

available. You will definitely want to look at shareware. Shareware is

a program where you can use the program, and then pay for it later it

you like it. You should check with people who use BBSes and find

out what kind of software they use and why they use it. If you can't

figure out what software to use, go with shareware.

DOS vs. Windows

In the past, if you wanted a high quality and fast program, you bought

DOS. Now, new Windows programs are appearing that have all the

features of their DOS counterparts but are easier to learn. Windows

programs also boast an ability to take directly from the modem and

into your word processor-- without even saving it first. Keep in

mind,though, that by nature Windows programs require a faster

machine than DOS programs do.

BUYING SOFTWARE

BUYING SOFTWARE

Select your software carefully. One easy way to do that is to

purchase SHAREWARE and FREEWARE before investing the big

bucks. WordPerfect software for instance retails for around $300,

but you can purchase PC Write, a shareware word processing

software for $5 from S Software (800) 243-1515.

There are some disadvantages when purchasing shareware and

freeware though.

Some of them are really good while some of them are really lousy.

That's why it's important to rely on a good shareware distributor (a

company that only deals with selling shareware) that is very selective

in the programs they include in their catalog. One such company is

The American Shareware Network, 250 Arlington St, Marshfield MA

02050, phone (617) 834-9208.

The American Shareware Network carefully installs and operates the

software program before it is listed in their catalog for sell. They only

choose top-of-the-line programs that are popular and worth the

money. They also are honest in making sure the diskettes they send

the programs on are full. Some rip-off shareware distributors will

take a program that will fit on 1 or 2 disks and split them up into 4 or

5 different one. Then they'll charge you 99c per disk and make you

think you are getting a bargain. But in actuality you would have been

better off purchasing from the shareware distributor that advertises

at a price of $3.49 per disk.

Also, don't make the mistake of going crazy ordering lots of

shareware.

You don't want to have 100 different software programs on your

computer that do 100 different things. This would make life too

confusing and you'd have to learn them all. You'd never know any of

them well enough just a little bit about each one. The whole idea

here is to try out several different shareware programs in the

particular software category you need before you invest money into

the commercial software programs.

You should streamline your needs and the functions you want your

computer to perform. Most of us will be buying a computer for our

home- based business.

Therefore, you need to find a good software program that will do the

job you need for your particular situation. If you're going to be a

typesetter, try out a variety of desktop publishing software until you

find the one that does everything you want it to do and more. One

fantastic look-alike of the popular PageMaker software (retails:

$549) is a program called PagePlus. In 1993, the price is only $60 _

a 90% savings over its counterpart. (Purchase from Serif, Inc, PO

Box 803, Nashua NH 03061 (800) 869-8909.)

In addition, if you will be selling mailing lists, concentrate on a good

database software. If you will be writing and selling reports,

concentrate on finding a good word processing software. If you plan

to draw and create art, find a good CAD or drawing software

program.

After locating the right software for your particular business, go

through the same procedure in finding a good business accounting

software you feel comfortable with so you can keep accurate

records of your daily business transactions.

Do your best to narrow the different software programs on your

computer down to as few as possible. This way, you can really learn

each one of them and become an expert much quicker than trying to

learn a whole bunch at once - thus, creating confusion rather than

knowledge.