Marketingweb.com: Vince Emery Interview - How to Grow Your Business on the Internet

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MARKETINGWEB.COM FORUM TRANSCRIPTS
INTERVIEW SERIES 1998 - 1999

HOW TO GROW YOUR BUSINESS ON THE INTERNET

Guest Speaker: Vince Emery, Author
Interviewer: Diane Watlov-Collins, President, MARKETINGWEB.COM
Date: September 16, 1998

The transcript of this interview was corrupted and is not available. Following you will find a partial recreation of our conversation with Vince Emery, author of How to Grow Your Business on the Internet based on the interviewer's notes. The interview took place on September 16, 1998.

Marketingweb: Your book has some great advice for businesses trying to establish a successful presence on the Internet. I found "The 12 Reasons Internet Projects Fail" especially valuable. Let's start there. #1: They won't come. Tell us a little about the webmaster's misconception in this area.

VEmery: The misconception is that just because your site is on the WWW people will know it is there...they don't. You must promote your site.

Marketingweb: You mention there are two very different kinds of web site visitors...first time and return. You emphasize keeping the front window new and exciting.

VEmery: Yes. You must give the user a reason to return to your site. This can be accomplished by offering daily updated information as well as changing the look and content of your site frequently.

Marketingweb: #2 "Just because you have a web site doesn't mean it works." Here you emphasize effective writing and design and the value of a marketing person.

VEmery: A web site needs a clear product description, a call to action, and the ability to contact a company representative.

Marketingweb: #3 "Gag 'em with graphics & gizmos"...what did you mean by that?

VEmery: "Faster pages grow wages." In other words, too many graphics and gizmos can cause a page to download too slowly. The user may not wait. Make sure your page downloads quickly

Marketingweb: #4 "What's that? I can't hear you, my fingers are in my ears." How does a web site demonstrate this activity?

VEmery: They receive instant, unvarished feed back from customers but ignore it. Expect criticism and welcome it. Winners learn the rules of the Net...