Operators of small business have always been attracted to the Internet's seemingly bottomless supply of ready customers, but their hopes can quickly be dashed by the competitive realities of business on the Web. Poor Richard's Internet Marketing and Promotions
aims to take the entrepreneur by the hand and show him or her how to draw attention to an Internet resource without spending a lot of money.
What the authors present is a sort of guerrilla model for online business in which you use your apparent weaknesses to your advantage. You might, for example, exploit your woefully low traffic level by delivering an extraordinary level of attention to the customers you do have. The idea is that good news spreads, and the publishers of Web resources should provide lots of good things for their visitors to pass along. You can also go outside your customer base to attract visitors without buying banner ads--you can join a professional association or a Web ring, for example.
In addition to their particular brand of marketing advice, authors Peter Kent (who also wrote the excellent Poor Richard's Web Site) and Tara Calishain do a fine job of explaining more pedestrian technical subjects, such as how to prepare your pages for listing on search engines. --David Wall
Topics covered: Audience identification, basic page design and coding, registering with search engines, creating newsletters and other mailing lists, joining affiliate programs, filing press releases, and tracking reactions.
"Full of ideas and suggested actions . . . a very stimulating read, and the most useful one of its kind that I have come across." -- Internet Resources Newsletter
An extremely useful and easy to use handbook on what one has to know to market and promote your ideas, goods and services on the Internet. I can't imagine anyone, from someone who is building their first web site to an expert who builds sites professionally, who wouldn't find this book extremely useful." -- Frank Lowe, Archizine, The Internet Edition of The Architecture Show Magazine
Another lucid and practical gem . . . admirably different from others on the same theme. You won't find hype, fluff, jargon, or hi-cost marketing programs here. Instead, you get suggestions, strategies, and details, equally useful to full-time promoters and to part-time webmasters who work at home. -- The Midwest Book Review
The 'Poor Richard' approach means that a lot of the programs they recommend are shareware, cheap, or even free. It's all very practical, and aimed at the average reader with answers to basic questions such as 'Where do I get this? How much does it cost? How does it work?'" -- Roy Johnson, Mantex Information Design