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THE ONLINE EXCHANGE E-ZINE...
MONTHLY DOUBLE EDITION
© Evening Edition....July 17, 2000
http://www.marketingtrendz.com
ISSN: 1528-3992
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~WELCOME to Our Evening Edition
of Our Monthly Double Edition Special.

We are a  TOP Rated, World Renowned E-zine with
Proven Methods for providing Marketing Assistance
and Resources to Small and Home Businesses.

ONLY subscribers or those corresponding with us in reference to home
business opportunities should receive this e-zine. We will NEVER provide
it's subscriber list to ANYONE. We respect the privacy of our readers.
Please see the bottom of the E-zine for removal instructions.

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IN THIS ISSUE:

~  Our Top 3 Stars~~"Sponsors in the Spotlight"

~  Do You Want a FREE AD with The OnLine Exchange?

~  Feature Article * What the Heck is Direct Marketing?

~ "Top Pick" Classified Ads

~  HOT TIP Weekly~7 TIPS FOR RESPONSIBLE DIRECT
EMAIL MARKETING

~  "ADVERTISING" with The Online Exchange E-zine

~ Special Feature...Become A MarketingTrendz Sponsor

~  Some Words of Wisdom from the Editors

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^^^^^^^^Do You Want a FREE AD with The OnLine Exchange?^^^^^^^

Just go To:

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And it will explain everything you need to get a FREE Ezine AD!

/////////////////////////////////////////////////////

FEATURE ARTICLE*

What the Heck is Direct Marketing?
==================================
Written by: Osama Taha


Many of us who are involved in online business must have heard
the term "Direct Marketing", and perhaps some of us may wonder
what it means, and if it can be applied online.

Direct Marketing has been called many names, all go around the
relationship between the "Marketer" and the "Prospect". It is
often called Relationship Marketing, One-to-one Marketing,
Interactive Marketing. In essence they are all the same, so
use the term you like.

In attempting to put a definition to the concept, it would
be accurate to say that direct marketing occurs whenever
you, the marketer, take it upon yourself to initiate and
manage customer transactions at a distance, through a variety
of media.

According to the Direct Marketing Association, Direct
marketing is: An "interactive" system of marketing which
uses one or more advertising media to create a
"measurable response" and/or transaction at any location.


In other words, an auto factory in Japan would not want to
send reps all over the globe, with plane-loads of cars to sell
to people in different countries, nor would you, the customer
in this case, would want to travel to japan to buy a car.

So, what happens is that the manufacturer would appoint local
distributors and retailers in various spots worldwide, to do
business directly with local residents. Those reps are the
ones who practice direct marketing.


Online, the concept is slightly different, depending on what
product is being sold. For physical products, like books,
toys, cars or electronics, it is pretty much the same way
as off-line.

Manufacturers appoint several online companies to sell their
goods directly to the customer, through online stores, malls
auction houses online, or any other form used to sell
physical goods on the Internet.


If the product sold online is a digital product (software,
info-reports, e-books..etc) the concept takes a slight twist
since the manufacturer finds it impossible to reach the
hundreds of thousands of potential customers, to market the
product to them directly, so they appoint sales reps to do
the job for them. That was the whole logic behind the new
wave of affiliate programs online.

Getting back to the official definition of direct marketing,
we can extract two significant features:

1. Interactive.
2. Measurable Response.

So, let us take a look at each.


1. Interactive:
================
By the very nature of marketing it has to be interactive.
For any activity to be called marketing, it must involve
two persons; the marketer and the customer, and it does
require action from both sides; the marketer does something
upon which the customer acts.

Of course your direct marketing has to produce some form of
interaction between you and the customer. Otherwise, you are
not marketing.

However, stimulating such an action by the customer at a
distance, let alone online where none of you knows the other,
can be hard, so your direct marketing campaign must focus on
how to get the customer to take the desired action.


2. Measurable Response:
=======================
The logic behind this concept is that you must keep good
records of what you do in direct marketing.

Finding out the cost of approaching a prospect, and what
returns results from your effort is a very simple task. That
means direct marketing can be based on very clear information
about what you did, and what happened as a result.

With this essential information available to you, you can
easily learn from your own experience. However, it is important
to note that "measurable response" is not an exclusive feature
of direct marketing. All marketing efforts in all forms should
be measured and controlled to achieve both efficiency and
effectiveness.

Even if you have little on no experience at all in direct
marketing, you need to believe that any small initiative will
generate enough information for you to learn how to direct
market better, and in time, on a much larger scale.

The best, if not the only way to become good at direct
marketing is to start doing it right away. Start with a modest
program to minimize your risks, then start learning and growing
from there on.

To put this in steps to follow:

1. Communicate with your prospects.
2. Gather as much information as you can.
3. Tailor a small yet well studied DM Campaign.
4. Launch your campaign.
5. Learn ... and grow.

The result: Hopefully, massive success.


==========================================
Osama Taha, (c) 2000, all rights reserved.
Author: Sell Your Brains for Profit.
>> Unleash the Power of Your Brain <<
http://marketingdreams.net/digitalcash/
Subscribe to the powerful E zine
"All Your marketing Dreams" and get instant
access to our amazing E book library.
mailto:marketingdreams-subscribe@topica.com
==========================================


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^^^^^^^^^HOT TIP WEEKLY^^^^^^^^^^

7 TIPS FOR RESPONSIBLE DIRECT
EMAIL MARKETING
......by Scott T. Smith

Are you reluctant to use unsolicited email to contact new
prospects? You should be. The last thing you want is irate people
launching terrible 'flame campaigns' against you.

But - if you use email the right, non-intrusive way, you can make
a lot of money and keep perfectly safe in the process. In this
section we'll reveal how to use email to your profitable
advantage, without getting flamed.

The Right Way to Use Email for Marketing

There is only one 'right' way: use it with a list of prospects
who have contacted you first. Here's why...

Your contacts will not complain about receiving valuable
information from you. They welcome the opportunity to receive:

- 'last minute' reminders

- special offers

- hot information about new products

- news 'from the front lines' of their industry

The following is a list of key tips to keep in mind.

1. Capture Addresses

You can only email your customers if you have their addresses, so
start collecting them now. Make sure there is a prominent place
for an email address on all customer response forms you use -
online and offline.

2. Use ASCII Text Only

Keep it simple. Include lots of white space in your messages. Use
headlines and sub-headlines. Don't overuse WORDS IN ALL CAPS.
Make it easy to scan and to read.

3. Use Wide Margins

Limit yourself to 64 characters or less per line.

4. Deliver Your Most Important Information First

Key benefits and sales points must be communicated in the first
screen people read.

5. Make The Subject Line Your Headline

This is what people see first. If it's strong, crisp, and
compelling, they'll open your email. Concentrate on this
all-important element.

6. Short Is Better

Unlike other kinds of sales writing where long copy outsells
short copy, the standard for email is different. Think about the
way you sort through email, especially when you have a backlog of
messages. Online, time is often too short. Respond to this new
business medium.

7. Test

Gauge your response by testing one element of your email at a
time. Start with the subject line. Test headlines, body copy,
layout, and the PS. at the end. Successful marketing copy is
always tested, one element at a time.

Today the largest companies online including Apple, Excite,
Intuit, Microsoft, Symantec, Yahoo! and many, many more are using
acceptable and responsible commercial email. If they can do it,
YOU can do it.
----------
Scott T. Smith writes Web sites and online marketing
communications for clients worldwide. Visit his service center on
the Web at <http://www.copywriting.net>.
______________________________




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^^^^^^^SPECIAL FEATURE^^^^^^^^^^

Becoming a Sponsor of MarketingTrendz means
the Most Phenomenal Exposure you can receive
for Your Business.

What can Sponsoring MarketingTrendz do for you?

**Your LOGO or Banner on The Main Page of our site that LINKS to your site
    Over 1,000 click thru's a week through our site.  If you do not have
    a Logo, we will be happy to make one for you.

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** Permanent LINK in our FREE Resource Center

**TOP billing on all mailings from The OnLine Exchange Ezine
   Your business will be announced with The URL!
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**Your LOGO or Banner will placed permanently in our MarketingTrendz
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    members already and continually growing.

**A Special Exclusive Mailing about your company will be sent to
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This is unbelievable exposure for you and your business.  Only ONE
Sponsor will be honored at a time, so don't wait around, Reserve NOW!

The Rates for becoming a Sponsor is the lowest ever.  And you will NOT find
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//////////////////////////////////////////////////

A WORD from The EDITORS:

Some Words of Wisdom:

SUCCESSFUL PEOPLE MAKE DECISIONS

It's your life. 
You decide what you're going to do with it.
If you don't run your own life, someone else will.
You're in control of your life to the degree that you
make decisions.

To control the outcome of anything, you control the
action at the point of decision making.
If you let others make decisions for you, you give up
control.
When you control the decisions, you control the
actions.

Take charge of your life, so there is no longer a need
to ask permission of others.
When you ask permission, you're giving someone "veto"
power over your life.

Only you are responsible for your life.
Take control and start making those decisions.

-----------------


We always welcome any comments, questions, or
concerns you may have.  Please feel free to email us
anytime at:
admin@marketintrendz.com

Until Next Time!!
Best Regards,


Debbie Solomon and Sara Hardy
Owners and Creators of
MarketingTrendz &
The Online Exchange Ezine
http://www.marketingtrendz.com
admin@marketingtrendz.com

=================================================

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and MarketingTrendz cannot guarantee the accuracy of any information
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INFORMATION PROVIDED IN THIS DOCUMENT IS PROVIDED
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