report (remember "free"?)or a free subscription to an information-rich newsletter. You don't bludgeon visitors into giving you their contact information. You'll know better how to coax it from them when you understand the third of these cultural clues 3)Desire for Intimacy with Privacy I hate chatrooms. You know the kind - where Cutsy Babe cosyies up to Macho Muscle. What sparks this intimacy is the thick shield of privacy, For all you know Cutsy Babe could be a wallflower spinster or a kinky guy. Anonymity allows -no, encourages-- this human desire to be known. Anonymity offers the requisite safety for intimacy to occur The take-away lesson here is not to install a chat room on your business site. I've seen few business chatrooms that don't echo when some timid soul inquires, "Is anybody H-E-R-E?"The lesson is understand your visitor's desire for privacy. If you can do that, your visitor may reveal a great deal about himself. Write a careful Privacy Policy that respects the privacy of your visitors. If you state in your data collection form something like, " We respect your privacy and never rent or sell our lists, with a link to your full policy, that will allay fears, and you'll increase your sign-up rate substantially. Don't ask for more information than you absolutely need, but leave space for any comment your visitor desires to communicate The reason you find so many rabid anti-spam advocates on the Web is not because their computers came without delete buttons. It's the perception that you've invaded the privacy of thei e-mail box without their permission. It doesn,'t matter whether this Internet cultural value makes sense or not. It exists. Accept it. And don't send unsolicited e-mail unless you care to risk your company's reputation-and possible lawsuits Of course, the Internet culture is more complex than free, information, and privacy, but learn those and you'll be well on your way to speaking Internet without a foreign accent 3. communicating with customer The Law of Web marketing to keep your customer is: Pull people to your site byyour attractive content, then push quality information to them regularly via e-mail Websites, by their very nature are passive creatures, like fireside dogs. They just lie there ragging their tail listlessly and smiling wanly until someone enters the door. (Then the best website dogs come alive and propel you to the desired destination and action E-mail messages, on the other hand, are active animals like St Bernard Rescue Dogs, al ways ready to go where you send them and deliver a refreshing cask of information, and an invitation to return to your website to see the newest thing you have to offer a website tries to attract you by pulling you in with the promise of content, while e-mail pushes its message into your previous visitors' mailboxes. Most businesses can't survive on one-time sales only. The cost of customer acquisition is too high for just a single sale. They need to draw satisfied customers back again and again for repeat sales. The Law of Pull and Push accomplishes this vital task Getting an invitation to send e-mail to your visitors is key to this strategy. Include a form that vill collect their e-mail address. To convince your visitor to give you his e-mail address, however you need to promise two things: (1) that you'll e-mail him something of value, and(2)that you won't sell or rent his address to another company, hence the need for a clear privacy policy. But once the visitor has given you permission to e-mail additional information, you have wonderful market How do you use it? If someone in your company has writing skills, you might develop a monthly newsletter. Beware. It takes real commitment and self-discipline to send out the newsletter regularly, But a regular newsletter will give a tremendous boost to your business, and will build your trust level with customers as well as bring them back to your site again and again brand recognition grows. If you're not a writer, you can send out monthly specials, or news blurbs ou garner(with permission) from other sites. Whate I do, do it with excellence. anythi less than that will cause your business to lose the confidence you've already gained This law, too, has its own rhythm. Pull the customer to your website by attractive power, then push good content and offers to the customer via email to draw them back to your sitereport (remember "free"?) or a free subscription to an information-rich newsletter. You don't bludgeon visitors into giving you their contact information. You'll know better how to coax it from them when you understand the third of these cultural clues. 3) Desire for Intimacy with Privacy I hate chatrooms. You know the kind -- where CutsyBabe cosyies up to MachoMuscle. What sparks this intimacy is the thick shield of privacy. For all you know CutsyBabe could be a wallflower spinster or a kinky guy. Anonymity allows -- no, encourages -- this human desire to be known. Anonymity offers the requisite safety for intimacy to occur. The take-away lesson here is not to install a chat room on your business site. I've seen few business chatrooms that don't echo when some timid soul inquires, "Is anybody H-E-R-E?" The lesson is: understand your visitor's desire for privacy. If you can do that, your visitor may reveal a great deal about himself. Write a careful Privacy Policy that respects the privacy of your visitors. If you state in your data collection form something like, "We respect your privacy and never rent or sell our lists," with a link to your full policy, that will allay fears, and you'll increase your sign-up rate substantially. Don't ask for more information than you absolutely need, but leave space for any comment your visitor desires to communicate. The reason you find so many rabid anti-spam advocates on the Web is not because their computers came without delete buttons. It's the perception that you've invaded the privacy of their e-mail box without their permission. It doesn't matter whether this Internet cultural value makes sense or not. It exists. Accept it. And don't send unsolicited e-mail unless you care to risk your company's reputation -- and possible lawsuits. Of course, the Internet culture is more complex than free, information, and privacy, but learn those and you'll be well on your way to speaking Internet without a foreign accent. 3. communicating with customer The Law of Web marketing to keep your customer is: Pull people to your site byyour attractive content, then push quality information to them regularly via e-mail. Websites, by their very nature are passive creatures, like fireside dogs. They just lie there wagging their tail listlessly and smiling wanly until someone enters the door. (Then the best website dogs come alive and propel you to the desired destination and action.) E-mail messages, on the other hand, are active animals like St. Bernard Rescue Dogs, always ready to go where you send them and deliver a refreshing cask of information, and an invitation to return to your website to see the newest thing you have to offer. A website tries to attract you by pulling you in with the promise of content, while e-mail pushes its message into your previous visitors' mailboxes. Most businesses can't survive on one-time sales only. The cost of customer acquisition is too high for just a single sale. They need to draw satisfied customers back again and again for repeat sales. The Law of Pull and Push accomplishes this vital task. Getting an invitation to send e-mail to your visitors is key to this strategy. Include a form that will collect their e-mail address. To convince your visitor to give you his e-mail address, however, you need to promise two things: (1) that you'll e-mail him something of value, and (2) that you won't sell or rent his address to another company, hence the need for a clear privacy policy. But once the visitor has given you permission to e-mail additional information, you have wonderful marketing leverage. How do you use it? If someone in your company has writing skills, you might develop a monthly newsletter. Beware. It takes real commitment and self-discipline to send out the newsletter regularly. But a regular newsletter will give a tremendous boost to your business, and will build your trust level with customers as well as bring them back to your site again and again. All of a sudden your company has top-of-mind position. Do this month after month and your brand recognition grows. If you're not a writer, you can send out monthly specials, or news blurbs you garner (with permission) from other sites. Whatever you do, do it with excellence. Anything less than that will cause your business to lose the confidence you've already gained. This law, too, has its own rhythm. Pull the customer to your website by attractive power, then push good content and offers to the customer via email to draw them back to your site