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The Small Business Advisor Newsletter for February, 1999

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CONTENTS

Notes, tips, etc
Pro-Net - A Free Marketing Tool
"Hot Button" Headlines That Get Attention
Home Business Ideas
E-mail - a VERY important tool

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NOTES/TIPS/etc

PRINTING MAILING LABELS. Many of us only need to print one label at a time and using the same page of labels more than once in a laser printer can cause the remaining labels to detach and possibly damage the printer. Avoid this problem by using only *good* quality laser labels (I use Avery) and wait at least 10-minutes between uses.

REMINDER. Okay a full month of the New Year is gone - have you made your first backup of your computer data yet? If so, have you checked to ensure the backups work?

TECHNOLOGY LEASING. Office Depot has a new leasing program for those of you considering technology equipment (computers, etc) leasing. Basic requirements include being in business and having a business checking account for at least a year. Minimum lease amount is $2000. Contact them at 1 800 337 6873.

NEW TAX BREAK FOR LEASED AUTOS. Starting this year (1999) leased, as well as owned autos, qualify the standard mileage rate of 32.5 cents/mile. Your CPA or accountant can give you details.

COMPUTER TIP. Let me again remind everyone that e-mail attachments received from anyone you don't know should not be opened - it's a good way to get a computer virus.

This year SCORE celebrates its 35th anniversary of helping new business owners with free counciling. For information about starting or operating a small business, call 1-800-634- 0245 for the SCORE chapter nearest you. In addition, through SCORE's Small Business Web Site, http://www.score.org, small businesses can receive e-mail counseling, which allows small business owners and aspiring entrepreneurs to select and correspond with a SCORE counselor via e-mail.

BUSINESS CARDS. When printing new business cards don't forget to 1) include your e-mail address; 2) your website address; and 3) utilize the back of the card for additional marketing information. The back of the card can be printed for only a few dollars additional.

TELEPHONE SCAM ALERT. Be wary of anyone calling you and identifying themselves as a Telephone Service Technician who is conducting tests. The "technician" will ask you to touch nine (9), zero (0), the pound sign (#) and then hang up. If you do this, you give the requesting individual full access to your telephone line, which allows them to place long distance telephone calls billed to your phone number. Do not press 90# for ANYONE.

MERCHANT ACCOUNT NOTE. A common question asked by merchants accepting credit cards is, "Must I return merchandise even if I have a no-return policy?" Visa and Mastercard both assume any purchase is returnable. However, if you - the merchant - make it clear at the time of purchase (and on the customer receipt) that there are no refunds allowed Visa or Mastercard will not allow a chargeback.

SOME WEBSITES YOU SHOULD KNOW ABOUT
E*TRADE: http://www.etrade.com Inexpensive online trading.
BIZTRAVEL.COM: http://www.biztravel.com If you are a frequent flyer you need to check this site out.
TRAVELOCITY: http://www.travelocity.com Cheap airfares!
MAPQUEST: http://www.mapquest.com Maps down to the street level.
SHOPPING.COM: http://www.shopping.com Hard to find products but great prices.
DOWNLOAD.COM: http://www.download.com Giant software collection much of it free.
AMAZON.COM: http://www.amazon.com Millions of books at good prices and with quick delivery. If you can't find a book anywhere else it's a good bet that amazon.com can get it for you.

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PRO-NET - A FREE MARKETING TOOL
by Robert Sullivan
Pro-Net (http://pro-net.sba.gov) is an electronic gateway of government procurement information for small businesses. It is a marketing tool and a "link" to procurement opportunities and important information. Pro-Net is a cooperative effort among The Small Business Administration (SBA) and a number of government based minority associations.

Pro-Net's database contains information on nearly 200,000 small, disadvantaged, 8(a) and women-owned businesses. It is used by federal and state government agencies as well as prime and other contractors seeking small business contractors, subcontractors and/or partnership opportunities. Pro-Net is open to all small firms seeking federal, state and private contracts.

Businesses profiled on the Pro-Net system can be searched by SIC codes; key words; location; quality certifications; business type; ownership race and gender; EDI capability, etc., making it a great procurement tool.

Businesses can easily include their company information (profile) via Pro-Net's website at http://pro-net.sba.gov/ by filling out a form. Once listed you will be responsible for your business profiles and other information current.

Profiles are structured like executive business summaries, with specific data search fields that are user-friendly and designed to meet the needs of contracting officers and other potential users.

Profiles also provide vendors an opportunity to put a controlled "marketing spin" on their businesses. Companies with "home-pages" can link their web site to their Pro-Net profile, creating a very powerful marketing tool.

The Pro-Net website also provides a number of useful links to other sources of procurement opportunities.

Get listed today - it's free.

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"HOT BUTTON" HEADLINES THAT GET ATTENTION
by Dan McComas

Good headlines can boost your response by 100% to 500%. However, 80% of readers never get past an ad's headline if it's poorly written. But this won't happen to you when you make a promise, offer a benefit, or present news that will give your audience what they want. Statement headlines are typically stronger than question headlines. Why? Because you don't want your reader to answer the headline with a no, a maybe or an I don't know. Question headlines can be effective, however, if you genuinely know the problems or wants of your target audience or when posed as a curiosity headline like "Why aren't all financial planners rich?

Your job is to get people to agree with you and to act NOW! The "Capped" words below are proven headline attention- getters. Use them to boost your response:

HOW TO Win Friends And Influence People
SECRETS OF Successful Consultants
WARNING: Poor Customer Service Is Hazardous To Your Bottom Line!
ARE YOU GETTING The Most Computer Power For Your Dollar?
10 WAYS, (Tips or Hints) To Save Money On Your Taxes
INTRODUCING The Newest Energy-Saving Device From Myer Electronics
ANNOUNCING The Latest Breakthrough In Catalog Shopping
ATTENTION: Video Producers In Need Of More Sales
WE GUARANTEE The New XYZ Fax Will Save You $75 A Month
WHAT COULD YOU DO WITH An Extra $25,000 to $100,000?
FOR BUSY SALES EXECUTIVES ONLY: How To Make More Sales In Less Time
NOW YOU CAN Clean Windows Faster and Easier
7 ADVANTAGE YOU GET WITH Jenkins Auto Leasing
WHO NEEDS BETTER Gas Mileage?
WHAT YOU SHOULD KNOW ABOUT Financial Planning
THE EASY WAY TO A Healthier Lifestyle
DISCOVER HOW Realtors Are Making More Sales With The "New Farming" System
11 REASONS WHY More Plumbers Are Now Turning To Smith Supply Company
PROMISING NEW BREAKTHROUGH In Mental Health Care

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HOME BUSINESS IDEAS
Bob Sullivan

We get asked frequently to suggest possible business ideas. The answer we usually give is to suggest that you look to your own interests and abilities. I think this is the best advice but sometimes it helps to see a list of "possibilities." The Table of Contents in Priscilla Y. Huff's latest book, "101 Best Home-Based Businesses for Women," provides just such a listing. So, think about these as possible businesses - most of them are equally viable for both men and women.

Balloon Decorating Gift Baskets Gift Reminder Service Party & Event Planner Party Rentals Reunion Planning; Videotaping Service Wedding Planner & Consultant; Cleaning Services Estate Sales House-sitting Interior Design; Referral Service Wallpapering & Painting Child Care Elder Care Errand Service Financial Consultant Resume Writing

Shopping Service Tutoring Home Health Care Fitness Trainer Medical Claims Processing Sewing Services Alterations Pet Grooming Pet Sitting Pet Transportation Answering Service Billing Service Bookkeeping Business Consulting Janitorial Services Business Writing Process Server Temporary Help Service Children's Parties Tour Services

Garden Consulting Plant Maintenance Service Wreaths Calligraphy Framing Greeting Cards Jewelry Crafting Photography Flower & Plant Arranging Computer Consulting Graphic Artist Newsletter Publisher Catering Food Delivery Engraving Freelance Writing Mail Order Sign-Painting Tax Preparation Service. Flowerscaping

There are, of course, thousands more possibilities but this listing should help you start thinking of the possibilities.

Visit Priscilla Y. Huff's website; LittleHouse Writing and Publishing, at http://www.littlehse.com

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"E-mail - The Most Important Online Communication Tool In Your Marketing Toolbox"
by Terry Williams

In the past couple of years well over 30,000 E-mail messages have come across my desk and I have seen quite a few styles of writing, however, in this new age of online marketing, it seems to me, that entrepreneurs need to take a few moments before they press that send button on their E-mail program and check their messages out.

In the online world, E-mail is the most important contact you have with prospective clients, current customers and business associates! After all, E-mail is about communication, so CLARITY should be your ultimate goal. After reading thousands of E-mail messages, I sometimes try and picture the person who sent it. I look at their writing style, what they are saying and most importantly, how they are saying it! Then I sit back and try to get a picture in my mind of the person on the other end of the E-mail. Have you ever thought about what your recipient thinks about YOU and YOUR BUSINESS, based upon the E-mail messages you send them? You might be very surprised!

RATE YOUR E-mail WRITING ABILITY
TAKE A QUICK LITTLE SELF TEST
I recommend trying this quick 5 step E-mail self test before you send out your E-mail:

1. Write the E-mail and when you are finished, run it through a spell checker.
2. Now read the E-mail back, out loud. If it is a long E-mail you might need to print it out to make this task easier, if not, just read it from the screen.
3. Make any corrections that are needed, then take a 5- minute break and do something else, then read it out loud again.
4. Make any additional changes and decide if it is the way you want it to go out.
5. Send the E-mail.

It may seem like quite a bit to go through, especially if you are sending out a lot of E-mails every day (I usually send out 40 to 50 daily) but I think you will find that your outgoing mail will become more effective and it even could create a few orders in the process. Once you begin to get the hang of it, you can probably remove step 4 and possibly step 3 to shorten the process.

So just how did you do? Did you have to make quite a few changes from your original draft or were you pretty much on target? Or did you have to make three or four drafts to get the final product to send out? Whatever the case, this little test should have given you a very good idea of the type of E-mail you are sending out.

SOME TIPS FOR WRITING MORE EFFECTIVE E-mail MESSAGES
Before we get into the message of the E-mail itself, we need to discuss the SUBJECT, TO and FROM sections of the E-mail first. These three items have a major effect on the eventual outcome of your E-mail message.

1. E-mail SUBJECT LINE
When you are browsing through your incoming E-mail, how do you decide which ones to look at first, or at all for that matter? By the SUBJECT! Just as in ad headlines, the SUBJECT is the most important part of your E-mail message. So how do you get your E-mail looked at first?

- Always Include A Subject Line In Your E-mail:
This is what determines the order in which E-mail messages are read. I don't know of one E-mail program that doesn't present you with the subject line when you browse your incoming mail and it's often the only clue the recipient has about the contents when reading incoming mail.

- Make The Subject Line Meaningful:>br> You want this line to be meaningful to the recipient. This is where you use keywords about the content of the message. Don't use all capital letters as it is commonly considered as SHOUTING. Use words that invoke an emotion if possible. People react to emotions, so if your message is a sales letter it should be easy to do. If they are answering an ad the subject should include something that reminds them that they requested this information.

Here is a good example of what I am talking about. I'm sure many of you out there have had this happen to you and quite possibly been guilty of it yourself!

You have a web site that offers five different products or services. Every morning, when you are checking your incoming mail you receive an E-mail with the subject line that looks like this: (Send Info). Well I'm sure the person who sent the E-mail knows exactly what information they are requesting, but do you? In my early online marketing days, I would reply back to this prospect and ask them just what information they want as I offer quite a few products and services. Now I just don't have the time and feel that if my product or service really interested them, they would have sent me a more specific E-mail.

However, I now use autoresponders that are coded for a specific product or service, so when this happens they do get what they were asking for, but I get an E-mail forwarded to me with their original request for follow up purposes and I do read them.

- Replying To A Message:
If you are replying to a message but are changing the subject of the conversation, change the subject too - or better still, start a new message altogether. The subject is usually the easiest way to follow the thread of a conversation, so changing the conversation without changing the subject can be confusing to the recipient and could cause your E-mail to be deleted.

2. E-mail TO & FROM HEADINGS
Use personal names if possible. Most E-mail programs allow you to use a textual string that is attached to your E- mail address. Look in the help file of your E-mail software to find out where to place your name. A personal name attached to your address identifies you much better than your address will by itself.

- Use A Sensible Personal Name:
Make sure the personal name is sensible and identifies you to your recipients. Once you build goodwill with this name it will be worth a fortune to your later. Don't use something cool or catchy but something that is about or describes your business. A business name, if not too long, works very well.

For Example:
The address twassociates@intersuccess.com conveys less information than if it were written as (Terry Williams & Associates) twassociates@intersuccess.com.

- Use Personal Names Of Your Recipients:
If someone responds to you using their own personal name, reply back to them with the same personal name. This will create a more personal relationship with whom you are communicating with. However, many people still like the anonymity of the Internet and if they use their E-mail address in their responses, follow suit.

3. THE E-mail FORMAT
You want to format your message length and content based on the conversation and the tenor of the communication. Your personal messages will look and feel completely different than your business messages and if you are only making a quick query, then keep it short and to the point.

- Keep The Content On Subject:
If you need to change the subject in the middle of the message or branch off onto a totally new and different direction, then it's often better to send a new message. Just let the recipient know another message will be sent about the new subject.

- Use Capitalization Sparingly
Don't type your message in all CAPITALS, it's extremely difficult to read and considered by many as SHOUTING. However, you might want to use a short stretch of capitals to emphasize a point. Make sure to break your message into logical paragraphs and restrict sentences to sensible lengths. You want clarity here, not a jumbled bunch of sentences.

- Use Correct Grammar And Spelling:
E-mail is all about communication. Poorly worded and misspelled messages are hard to read and potentially confusing. You want your messages to be clear, concise and to the point. Don't ever rush writing your E-mail messages. Remember the quick 5 step test? Apply it and you will get the intended point across to your recipients.

- Beware Of Fancy Formatting:
If your E-mail program supports fancy formatting (bold, italic, etc.) in the mail messages it generates, be careful not to overkill. There are still quite a few E-mail programs that cannot display these features and your E-mail looks terrible to the recipient (they will also receive all the codes and no formatting).

4. E-mail REPLIES
How many times have you received an E-mail with the entire original message included in the reply? For example: There is a line of communication between two parties and they exchange a few E-mail messages. If they include the entire contents of each E-mail and use the forward feature of their E-mail program, then your messages will begin to take quite a bit of time to download. Starting to get the picture?

- Include Just Enough To Provide Context:
Just use enough of the original message to refresh the recipients memory. If you receive a large number of E-mails daily, like I do, a quick reminder of the topic usually suffices. Also you want to set off the original context with a marker. Many E-mail programs use >> when forwarding or replying to set off the original message. Don't use the entire message with a "me too" added at the end, as it is not only annoying but of very little use.

- Always Check The TO & CC Headings:
Be very careful about these headings. I'm sure you have received an E-mail with 50 or more E-mail addresses on it, usually spam, and someone hits the reply button and doesn't remove all of the addresses and everyone gets back the same message with a "Remove" or another more original response on it. This is not only careless but annoying and it makes folks on the list very mad.

- Is The Reply Really Warranted:
Make sure before you reply, that a reply is really warranted. This is very important when you are replying to a mail server, you might want to send your reply privately or not at all. Always think twice before your reply! It could hurt more than you can imagine.

5. E-mail COURTESY
E-mail is all about communication with other people and some basic courtesy goes a long way.

- Use Please And Thank You:
If you're asking for something don't forget to say "please". Similarly, if someone does something for you, it never hurts to say "thank you". This might sound trivial but it's amazing how many people who are perfectly polite in everyday life seem to forget their manners in their E-mail.

- Don't Expect An Immediate Answer:
Just because you don't receive an immediate answer or response doesn't mean you are being ignored. There are many reasons why you might not get a quick response but you want to make sure you send someone at least a quick "I received your request and will get back with you by tomorrow" type message and then make sure you do.

- Use Smiley Faces To Provide Body Language:
E-mail is very close to a face to face conversation without the eye contact and body language. You can use smiley faces to put some body language and emotions in your E- mail messages. The most common is the smiley faces. Using smiley faces carefully can improve the clarity of your message, since they convey nuances which approximate "body language". Like any embellishment, overuse of smiley faces destroys their value so use them sparingly.

- Praise In Public And Chastise In Private:
Always avoid public "flame" messages sent in anger. Messages sent in the heat of the moment only make you look bad and are usually regretted later, and can't be taken back! Take some time and get over the initial emotion before flaming someone in public, you'll be glad you did! If you want to praise someone then by all means do it in public. Everyone likes to hear nice comments about themselves and when it is done publicly, it's even more powerful.

6. E-mail SIGNATURES
This is a small block of text appended to the end of your messages, which usually contains your contact information. Most E-mail programs can automatically add a signature to your messages. Signatures are a perfect way to announce your Unique Selling Proposition to your recipients but they are also subject to abuse. Balance is the key to a good E- mail signature.

- Always Add Your Signature:
Don't send your E-mail messages without it! Make sure your signature announces your USP, identifies who you are and includes contact information (phone, fax, URL are usual). Keep your signature short, four to seven lines is a handy guideline for maximum signature length. Unnecessarily long signatures can be annoying.

THE BOTTOM LINE
Writing and communicating via E-mail is one of the most important marketing tools any business utilizes. Always remember that you are dealing with people and people come in all shapes, sizes and personalities and that E-mail is an incredibly powerful marketing and communication tool that must be used like any other tool, with purpose and care! While you can't always be perfectly correct with E- mail, if you apply the "test" I provided, you will be well on your way of mastering the most powerful and important marketing tool in the toolbox.

(Terry publishes a Free Online Newsletter "Internet Marketing Issues". Subscribe via E-mail at subscribeimi@intersuccess.com, or visit http://www.intersuccess.com/imi/)