***Spring 2001*** Hello Everyone! Spring has sprung -- finally -- and so has our next quarterly edition of the newsletter, as we emerge from the cold, dark recesses of winter! Ok, so it's not that bad...but April snow is something I'll never get used to! In this edition, you'll find: ***What do people want online? ***Online in the Third World ***Some facts to spring on the unsuspecting ***Top-selling domain names ***Media notes ***Marketing idea ***Water-cooler special ------------ What do People Want Online? It's not what you think it is. by Jay Conrad Levinson What people want online is a question guerrillas ask themselves a lot. Whether it's for fun or work or something else, understanding a consumer's motives once he or she logs on is a necessity. But the experts don't seem to agree on what people want. Some folks see the web as a vast, new field for advertising messages, assuming that while people may want to do something else, if we can entice them with flash, we can sort of trick them into paying attention to our products and services. Guess what. That's not gonna happen. Other folks seem to subscribe to the notion that people online are looking for entertainment on the Internet, and therefore they construct messages aimed at persuading while playing. And, in other cases, the time-honored direct-response model wins out: Grab people when you can, get 'em to take an action, and then market, market, market. The answer may be that the consumer has and wants a lot more control than we give him/her credit for. Today, webmeisters are in control. Sort of. In a perfect cyberworld, people will be in control. Sort of. Two recent studies shed light upon this dilemma. One was conducted by Zatso. The other was conducted by the Pew Research Center. Zatso and Pew. (Those guys didn't spend much time reading "how-to-name-your-company" books, I guess.) Still, both of their studies illuminated the answer as to what people want to do online. The answer, as most answers, is very utilitarian: People want to accomplish something online. They're not aimless surfers hoping to discover a cybertreasure. Instead, the average Net user turns out to be a goal-oriented person interested in finding information and communicating with others -- in doing something he or she set out to do. Look at the Zatso study. "A View of the 21st Century News Consumer" looked at people's news reading habits on the web. It revealed that reading and getting news was the most popular online activity after email. The guerrilla thinks, "That means email is number one. How might I capitalize on that?" One out of three respondents reported that they read news online every day, with their interests expanding geographically -- local news was of the most interest, U.S. news the least. Personalization was seen as a benefit, too. Seventy-five percent of respondents said that they wanted news on demand and nearly two out of three wanted personalized news. The subjects surveyed liked the idea that they, not some media outlet, controlled the news they saw. They feel they're better equipped to select what they want to see than a professional editor. Again, control seems to be the issue. Again, guerrillas think of ways to market by putting the prospect in control. The Pew Research Center study revealed that regular net users were more connected with their friends and family than those who didn't use the Internet on a regular basis. Almost two-thirds of the 3,500 respondents said they felt that email brought them closer to family and friends -- significant when combined with the fact that 91% of them used email on a regular basis. That's 91%. It took VCRs 25 years to achieve such market penetration. What did people in this study seem to be doing online when they weren't doing email? Half were going online regularly to purchase products and services, and nearly 75 percent were going online to search for information about their hobbies or purchases they were planning to make. Sixty-four percent of respondents visited travel sites, and 62 percent visited weather-related sites. Over half did educational research, and 54 percent were hunting for data about health and medicine. A surprising 47 percent regularly visited government web sites, and 38 percent researched job opportunities. Instant messaging was used by 45 percent of these users, and a third of them played games online. Even with all the hype in the media, only 12 percent said they traded stocks online. What does this mean to e-marketers? It means that if you're constructing a site for goal-oriented consumers, you'd better make sure you can help facilitate their seeking. Rather than focus on entertainment, flash, and useless splash screens, the most effective sites are those that help people get the information they want when they need it. Straightforward data, information that invites comparison, and straight talk are going to win the day. A client buddy of mine showed me his website which heralds his retail location and attempts to sell nothing online. He said it has been the biggest moneymaker in the history of his 35-year-old company. Then he apologized for its lack of glitter and special effects. He asked how his site could be so successful even though it lacked anything to add razzmatazz and dipsydazzle. Now, you know the answer. ------------ Ever wonder what "going online" actually means in some other countries? The internet isn't quite as "global" as we think it is... China: Threatens prison sentences and death penalty for some cybercrimes. Has abandoned "Great Cyber Wall" strategy of blocking outside access in favor of policing and selective enforcement. Germany: Holds Internet service providers responsible for content on their services, provided they are aware of it. Requires blocking of access to content to be technically "tolerable or feasible." Iraq: Requires government authorization to install a modem. Lets the general public access the Internet in one of four cybercafes but says people must not go against the "teachings of Islam" or offend "ethics and morals." Myanmar: Owning a modem without government authorization is punishable by up to 15 years in prison. North Korea: The only country to ban the Internet. Runs the government's own Web sites from servers based in Japan. Saudi Arabia: Routes all Internet connections through proxy servers based at a control center known as the King Abdulaziz City for Science and Technology (KACST) in Jeddah. Caches government-approved Web sites locally and filters others. Source: http://news.cnet.com/news/0-1005-201-5589627-3.html ------------ If you think you're soooo smart...and you know everything, the following facts should prove to be interesting. 1. Rubber bands last longer when refrigerated. 2. Peanuts are one of the ingredients of dynamite. 3. There are 293 ways to make change for a dollar. 4. The average person's left hand does 56% of the typing. 5. A shark is the only fish that can blink with both eyes. 6. There are more chickens than people in the world. 7. Two-thirds of the world's eggplant is grown in New Jersey. 8. The longest one-syllable word in the English language is "screeched." 9. On a Canadian two dollar bill, the flag flying over the Parliament building is an American flag. 10. All of the clocks in the movie "Pulp Fiction" are stuck on 4:20. 11. No word in the English language rhymes with month, orange, silver,or purple. 12. "Dreamt" is the only English word that ends in the letters "mt". 13. All 50 states are listed across the top of the Lincoln Memorial on the back of the $5 bill. 14. Almonds are a member of the peach family. 15. Winston Churchill was born in a ladies' room during a dance. 16. Maine is the only state whose name is just one syllable. 17. There are only four words in the English language which end in "dous": tremendous, horrendous, stupendous, and hazardous. 18. Los Angeles' full name is "El Pueblo de Nuestra Senora la Reina de los Angeles de Porciuncula". 19. A cat has 32 muscles in each ear. 20. An ostrich's eye is bigger than its brain. 21. Tigers have striped skin, not just striped fur. 22. In most advertisements, the time displayed on a watch is 10:10. 23. Al Capone's business card said he was a used furniture dealer. 24. The characters Bert and Ernie on Sesame Street were named after Bert the cop and Ernie the taxi driver in Frank Capra's "It's a Wonderful Life." 25. A dragonfly has a life span of 24 hours. 26. A goldfish has a memory span of three seconds. 27. A dime has 118 ridges around the edge. 28. It's impossible to sneeze with your eyes open. 29. The giant squid has the largest eyes in the world. 30. In England, the Speaker of the House is not allowed to speak. 31. The microwave was invented after a researcher walked by a radar tube and a chocolate bar melted in his pocket. 32. Mr. Rogers [of Mr. Roger's Neighborhood] is an ordained minister. 33. The average person falls asleep in seven minutes. 34. There are 336 dimples on a regulation golf ball. 35. "Stewardesses" is the longest word that is typed with only the left hand. Now, you know everything. ------------ Meanwhile, back in the real world... The Top Selling Web Domains Of All Time (in US Dollars): Business.com in 1999 for 7.5 million AsSeenOnTV.com in 2000 for 5.0 million Korea.com in 2000 for 5.0 million Wine.com in 1999 for 3.5 million AltaVista.com in 1998 for 3.3 million eShow.com in 1999 for 3.0 million Loans.com in 1999 for 3.0 million Dotnology.com in 1999 for 2.5 million Tom.com in 1999 for 2.5 million Autos.com in 1999 for 2.2 million Coupons.com in 1999 for 2.2 million Source: http://www.submerged-ideas.com Has time run out for you to make a killing? ------------ Media notes: Our next trip with "Golfing the World" is scheduled to take us to Bermuda in June, followed by yet-to-be-scheduled jaunts to Ireland, Scotland (yeah--Turnberry and St. Andrews!) and Mexico. Look for the program on a Fox Sports Net affiliate near you. Check out the production on our website link with "Golfing The World!" ESPN Radio and WLVI-TV in Boston have been keeping us busy, which is a good thing! We've also recently performed voice work for Patriots.com, the official website for the NFL's New England Patriots. Another session is scheduled for later this week, as well! Other on-going projects include finding a new radio home for Brown University's football team (done!), marketing and promoting the City of East Providence's 21st Annual Heritage Festival, and coaching Little League Baseball. The latter doesn't pay much, but the rewards are better! ------------ GIVE AWAY our FREE Cellular Web Phones to your customers/distributors to help explode your business! As you've probably discovered by now, selling a product and/or sponsoring new affiliates is often times downright difficult for the average person. What if you could give your prospect one of the hottest electronic sellers available just for taking a look at your product or opportunity? Not for joining or buying... but just for taking a look! Think this would increase your response? What if you could also GET PAID up to $70 for every FREE Internet Ready Flip style Cell Phone you gave away to one of your prospective customers / distributors, REGARDLESS OF THEIR CREDIT! Good, bad, even no credit...It doesn't matter! We're not talking about just any old cellular phone either. These are the latest technological units which include E-mail (sending & receiving), Web Browsing, Voicemail, Caller ID, Nationwide Calling, paging, no activation fee, no roaming charges, free long distance, plus much more! Go Here: http://www.cellphonetoolbox.com/Dmi/29059 It's Free to become an affiliate...There is No obligation... You Also Get a Free replicating website to help you promote your offer. Won't conflict with your current business. In fact, it's designed to improve it. Because of the generous commissions paid for giving away free cellular web phones, it's profitable enough to promote as an additional source of stand-alone income. PT/FT... Training & support provided. It won't get much easier or simpler than this... How many FREE cellular web phones can you give away? How much do you want to make? Give them to prospective customers/distributors, friends, family, co-workers, or by placing small newspaper or online classifieds, thru flyers, emails, etc. Get one for yourself or a family member, if you need it. Hire a few college kids to give them away and earn some serious overrides. GIVE THEM AWAY AS A SALES INCENTIVE TO HELP YOU SELL MORE OF A PRODUCT YOU'RE ALREADY MARKETING! The market for Cellular Web phones is forecasted to double in the next five years to over 108.2 million units ..Out pacing even PC sales 3 to 1. The possibilities are endless. Commissions paid monthly for affiliates & weekly & monthly for partners. IT's WIN, WIN, or WIN... 1. If your prospect doesn't buy your product or join your company, but still takes the free cellular web phone, you get paid & WIN. 2. If they buy your product, or join your company, but don't take the free phone, you still WIN... 3. If they do both, buy your product/join your company, and take the free phone, you WIN again... A simple, yet profitable & effective marketing tool with ZERO RISK! Visit our website for all the details at: http://www.cellphonetoolbox.com/Dmi/29059 ------------ And now, for something completely different. 12 things not to say to a policeman: (thanks, Rooms!) 1. I can't reach my license unless you hold my beer. (OK in Texas) 2. Sorry, Officer, I didn't realize my radar detector wasn't plugged in. 3. Aren't you the guy from the Village People? 4. Hey, you must've been doin' about 125 mph to keep up with me. Good job! 5. Are You Andy or Barney? 6. I thought you had to be in relatively good physical condition to be a police officer. 7. You're not gonna check the trunk, are you? 8. I pay your salary! 9. Gee, Officer! That's terrific. The last officer only gave me a warning, too! 10. Do you know why you pulled me over? Okay, just so one of us does. 11. I was trying to keep up with traffic. Yes, I know there are no other cars around. That's how far ahead of me they are. 12. When the Officer says "Gee Son . . . your eyes look red, have you been drinking?" You probably shouldn't respond with, "Gee Officer your eyes look glazed, have you been eating doughnuts?" ------------ As always, we hope you'll take some time to visit us online at www.jmrcommunications.com ! Be sure to tell us what you think, and we'll see you in the Summer!