Seven Mistakes to Avoid When Using the Internet to Market Your Products

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Why is it that some companies just don’t get it?

Over the past week or so, I’ve been doing some research into coffee carts. You know what I mean — those movable carts you might see in office building lobbies or airports or malls that sell espresso and other hot and cold beverages. I’m working on a business proposition where I might just need one, so I’m been trying to see what my options are.

Trying is the correct word in the previous sentence. I’ve been trying hard to use the Internet — including Google, of course — to find businesses that manufacture or sell the kind of cart I want. What I’m finding, however, is that very few companies that make or sell this equipment have a clue about how they can use the Internet to make information about their products available to the world 24/7.

Why This Really Irks Me

Putting Your Small Business on the WebYou have to understand my frustration with this. After all, back in 2000, I wrote a slim book for Peachpit Press titled, Putting Your Small Business on the Web. I wrote it primarily to help small business owners understand how the Web could help them so they wouldn’t be victimized by unscrupulous Web developers. Back in those days, the Web was relatively new and people simply didn’t understand how to take advantage of it. My book explained what the Web could and couldn’t do for them and provided advice for making the most of what the Web offered.

Please understand that I’m not trying to sell anyone on this book. It’s old and terribly out of date. One of these days I’ll revise it and release it as a ebook or possibly a print on demand project. If you really want it, you can find used copies of it on Amazon.com. (That’s where I found this picture of the cover; I’d discarded my old scans of it.) My point is, I wrote a book about this eight years ago and I’m still finding people making the same mistakes I told them to avoid.

But They Just Don’t Get It

One of the things I advised was putting all of your product information on the Web. Photos, descriptions, dimensions, and yes, even pricing. This is the information people want when they’re shopping for solutions. Having complete information helps people decide whether to take the next step — which might include buying the product.

Yet in my search for coffee carts — and yes, I did use all kinds of appropriate search phrases in Google — I did not find many companies that provided the information I needed. Instead, the search results included companies that made one or more of the following mistakes.

  • They didn’t sell the product I was searching for. Yes, my search phrase was one of the phrases that appeared in the site’s meta tags or in page content, but that’s not what they sold. They sold vending carts that might or might not be used for coffee. Not what someone serious about building a coffee business wants. In this case, they’d used their meta tags to enhance search engine results in their favor, thus wasting the time of people who pulled up their pages. Just another example of SEO gone bad.
  • Blurry CartThey didn’t include images of their products. In this category, I’ll include companies that included blurry — yes blurry, as shown in this actual image from a site — images of their products and companies with a lot of broken image links. And how about a company with an embedded movie that simply wouldn’t play? I’d say 50% of the sites I brought up had insufficient illustrations of their products. Because I’m very interested in how my coffee business might look, these sites wasted my time.
  • They required you to fill out a form fully describing your business before they’d give you any information at all. WTF? Needless to say, I didn’t waste much time there because I certainly wasn’t going to provide that kind of information just to see what solutions they might have.
  • They provided vague information about some products but required you to contact them by e-mail or phone to learn more. So much for 24/7 information. I’m the kind of person who often does research at 5:00 AM on a Sunday morning. Will someone be answering the phone when I call? I don’t think so.
  • They listed so many products that it was hard to distinguish between them. One site, for example, offered eight different 7-foot coffee carts. I couldn’t tell the difference between them. There wasn’t enough information about any of them. And since the same company listed over 100 vending products, I started wondering whether they had any coffee expertise at all. Surely a coffee cart has different features than a hot dog cart.
  • They forced you to go to a different site — or multiple sites — to get complete information about a product. One site, for example, showed a blurry image of a coffee cart and listed specifications, then listed three individual Web sites where you could get pricing. Why three? Why go elsewhere at all? Of course, when you got to one of those sites, you’d have to search it for the product you were interested in. I don’t know about you, but I don’t have the time or patience to waste chasing information.
  • They have bad links on the site. For example, “Click here to get manufacturers specifications.” When you click “here,” it takes you to the home page of another site that lists hundreds of products — not the specifications you expected to find. Yes, it’s yet another way to waste my time.

I did find one company that had PDFs online that could be downloaded for specific products. The two-page PDFs had good photos and were relatively clear about the product’s specifications. They did not, however, include pricing. To get pricing, I had to e-mail the company. They responded quickly with yet another PDF. My question: Why wasn’t the pricing PDF also on the Web site?

Good Information Results in Sales

The result of all this is that after spending about two hours searching for a product that might meet my needs, I found only one company that makes a product I’d consider buying. I don’t know about those other companies — there wasn’t enough information on their sites to convince me that they knew the business and made a quality product I could rely on and afford. The company with the good information is the one I’m seriously considering doing business with.

What companies don’t understand is that their Web presence is almost like a storefront. If its shabbily maintained and doesn’t deliver the information people expect, that reflects on them. (I wrote about that in some length in the book, too.) By failing to make the most of their Web presence, they’re just adding more useless information to the Web — branded with their name.

Cheaper Charts from NACO

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I find a less expensive source for aeronautical charts.

For the past few years, I’ve been using iPilot.com as a source for my aeronautical charts. I subscribe to the charts I want, providing a credit card number up front. When the new chart is available, it’s automatically shipped to me and my card is charged for the amount due. The service is very good and very reliable. I always get the new charts before the old charts expire. The prices are slightly discounted and, for regular charts, shipping is free.

Shipping is not free, however, for the Airport/Facilities Directory (A/FD) — that green book with information about airports. Although I seldom refer to this book, I’m required by the FAA to have a current one covering my area of flight on board my aircraft for every Part 135 flight — which is pretty much every flight I do. The books cost $4.45 each. Shipping, however, is another $4.80. That brings the total to $9.35.

Every 56 days.

It’s a tough nut to swallow. After all, it’s a book I rarely refer to which rarely changes. Yet I’m required to buy it every 56 days. It’s an operating cost — one of the smaller costs that make owning and operating a helicopter charter business so costly. And yes, that might not seem like much, but when you have 20-40 of these stupid little expenses, they really add up.

FAA LogoI’ve ordered charts from NACO — that’s the National Aeronautical Charting Office of the Federal Aviation Administration (FAA) in the past. Although they sell charts at list price, they don’t charge for shipping. They also don’t charge for shipping non-chart items like the A/FD or similarly bulky Terminal Procedures Publications (TPPs).

But, as I discovered today, they do discount items when you buy subscriptions. A subscription for an A/FD is 7 editions — basically a full year. A subscription for a Sectional chart is 4 editions — basically two full years.

So, for example, I can subscribe to 7 editions of the Southwest A/FD for a total of $27.02. That’s $3.86 each. Shipping is included. So I save about $5.49 per 56-day cycle. Or $38.43/year.

There is a downside to this. Two of them, really:

  • You must pay for an entire subscription up front. There are no refunds. So rather than pay each time an item is shipped, it’s all paid for in advance.
  • You must renew the subscription manually when it expires. NACO will send you a reminder via e-mail 30 days in advance so you don’t forget, but it is slightly less convenient.

Today I switched my A/FD subscription from iPilot.com to NACO’s online ordering service. I’m keeping my charts with iPilot.com, at least for now. I’ll wait and see how well NACO handles the subscription before I make any more changes. I wouldn’t be saving that much money on a chart subscription and I rather like the convenience of iPilot’s system.

One more thing I should mention…you can download pages from the A/FD or TPP publications for free on an as-needed basis. Although this would not satisfy my requirements for the A/FD, it’s certainly handy for folks needing airport diagrams and instrument approaches. Most of us don’t need them all, right?

If you haven’t checked out the NACO site, I recommend doing so. There’s a lot of information there. Sure, it’s not a pretty site, but you know it’s accurate because it is the source.

Today’s Phishing Scheme

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Don’t fall for it!

Here’s the one I’ve been getting for the past two days. I’ve gotten three of these so far. If you get a message like this, do NOT click the link. It’s just another phishing scheme:

Dear Customer,

You are invited to take part in our nation-wide 5 question survey. Your time is very important to us
so $50 will be credited to your account upon the completion of this survey.

Please note that no sensitive information will be required, collected or stored. The information will
be used to further improve our services

To take part please click here

© 2008 JPMorgan Chase & Co.

The clues:

  • Addressed to a generic Dear Customer.
  • Typos, misspellings, bad punctuation.
  • Do you even have an account with JP Morgan Chase & Co.?
  • Do you really think anyone would pay $50 for you to take a survey?

Don’t be a sucker! Don’t click any link in an e-mail message!

Am I Being Stalked on Twitter?

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Too many @replies from a Twitter user has me wondering.

I’ve been using Twitter since March 20, 2007 (with hat tip to @jebro for his Twitter API solution for getting that exact date) — that’s about a year and a half now. I follow only 80+ people and currently have 300+ followers. I’ve tweeted over 7,700 times.

Although I’m the author of a bunch of books, I’m not a “celebrity author.” I tweet about the things in my life, which include using computers (which is what I write about), flying helicopters (which is my side business), taking photos (which is my hobby), writing, raising chickens, riding horses, etc. I tweet in full sentences and don’t go for any of that txt msg abbreviation stuff. My blog posts are automatically tweeted, as well as photos and other information I send to BrightKite and TwitPic.

I don’t think my tweets are boring, but I also don’t think they make for fascinating reading.

I really do follow the people I follow. That means that I read what they tweet. That’s why there’s only 87 of them. It would be tough to follow many more. I reply to many tweets directed at me with an @mlanger lead, but not all of them. Sometimes I just don’t have anything to say in response. But I also reply to other tweets when I have something to say that’s related.

I like my Twitter friends. They live all over the world. I hope to meet some of them in person some day.

But lately I’ve picked up a follower who seems to hang on my every tweet. This person sends me an @reply to almost every tweet I send out that isn’t a reply to someone else. Sometimes, this person sends several @replies directed to me in a row, related to tweets I made hours ago — or the previous day. Since I tweet 20-40 times a day, it’s tough to remember what the @reply is replying about.

As I mentioned, I don’t think my tweets are particularly interesting. I get responses from a lot of Twitter friends throughout an average day, but this particular follower replies 10 to 20 times a day. That’s at least 5 times more than any of my other followers.

It’s starting to really freak me out.

I’ve actually considered blocking this person so he or she does not see my tweets. I don’t follow this person, mostly because this person’s tweets are all meaningless @replies to other people he or she follows.

Now I know this person is going to read this — after all, all my blog posts are being tweeted — and I don’t want to hurt this person’s feelings. But I really do want this person to stop @replying so often. Maybe even stop following me.

After all, I’m really not that interesting.

E-Mail I’d Rather Not Get

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Today’s crop of e-mail messages illustrate how bothersome people can be.

I get about 10-20 unsolicited non-spam e-mail messages today. These are e-mail messages from people I don’t know.

One of the reasons that number is so low is because I actively discourage people from contacting me for help. While this may turn some people off, it’s the only way I can limit e-mail so I get work done.

But today’s inbox included three examples of e-mail messages I try to avoid. They’re either nasty or they’re trying to pull me into a discussion I’m not interested in being a part of.

Mass Times?

The first e-mail came from the reader of a web site I maintain with information about my town. The site’s called wickenburg-az.com and it’s full of content submitted by contributors to the site. It’s not funded by anyone, although we occasionally do get a donation to help cover hosting costs. It’s also not designed to provide every piece of information anyone could want to know about the town. The town is small, but it would take a full time staff of at least 20 people to manage that kind of information.

I’m not sure, but I think person who sent the e-mail message read a post I’d written back in 2006 about St. Anthony of Padua Catholic Church. It’s a beautiful little church in downtown Wickenburg. I’m not a religious person, but I do appreciate good architecture and the main gist of this short piece was to show a nice photo of the church.

Or he may have read another post called “Churches in Wickenburg,” also from 2006, that the Webmaster used to list the names and phone numbers of all the churches in town.

In any case, his nasty message was as follows:

I’ll bet many Wickenburg visitors are forced to phone you to find out the mass times. Why should this be so?

It is NOT difficult to put this info on your home page and it would certainly be a service to visitors.

If you want to use the internet, use it to your advantage.

First of all, no one phones me about Wickenburg, mostly because my phone number is not listed online or in the phone book. And besides, wouldn’t it be easier to call the church in question than to call me? And does he really think I’m going to put church service times on my site’s home page?

Also, many — but not all — people who use the Contact Us link to contact us can read where it clearly says:

All of the information we have about Wickenburg, its businesses, and its events are included on this Web site. We do not have any additional information that we can send out to site visitors.

The people who can read and comprehend this realize that they’d be wasting their time asking me for more information. The ones who can’t read or comprehend it really do waste their time because I simply delete their messages without a response.

But the ones who are nasty to me, get a nasty response. Here’s what this jerk got today:

What are you talking about? No one calls me for “mass times.” I don’t even know what you’re referring to.

And if YOU want to use the Internet, I suggest you stop being so rude to people providing FREE services.

He may think that for some reason I care whether he visits the site. If so, he’s wrong. I really don’t care. The site’s a labor of love and it’s not for people who don’t appreciate the effort that goes into it — people like him.

And is it me or is this just another example of the hypocrisy of these “Christian” types? If they’re so good, then why are they so nasty? What would Jesus say?

Premiere Operator?

The next guy wasn’t so bad, but there was something in the tone of his message that got under my skin. Maybe I was already revved up by the churchgoer referred to above.

This was in reference to the Robbie book I’m distributing in North America for its Australia-based author. I did a mass mailing of postcards to Robinson owners that has resulted in a few orders and general interest in the book.

I received a postcard offering for sale your book “Robbie” which I’d like to order. I reviewed your web site for companies you photographed and noticed the premier remote Robinson R44 flying company, “XXX Aviation”, wasn’t on the list. Is that the case or is it actually part of the book?

I XXXed out the name of the company here because I didn’t want to embarrass anyone. I’d never heard of the company and have no clue where it’s based. I know that the author of the book tried to visit as many Robinson operators as he could but many operators simply told him they weren’t interested in being included.

I think it was the word “premier” that hit a sore spot with me. It was almost as if he were saying, your book can’t be very good if you left out the best company out there.

I responded as follows:

First of all, the book isn’t ours. It’s a publication of Eye in the Sky Productions in Australia. Flying M Productions is the North American distributor and has no control over content.

To my knowledge, the only companies included in the book are the ones listed on our site. They’re the same ones listed on the author’s and publisher’s sites.

I know from discussions with Jon Davison that there were MANY Robinson operators that turned down his offer to be included in the book. Perhaps XXX was one of them? This is something Jon could answer for you, if you need to know. He can be contacted through his Web site, http://eyeinthesky.com.au/

Hope that didn’t come off as nasty.

Loved Your Book; Can You Help Me?

The next message followed the tried-and-true formula so many readers use to contact me for help and advice. The first sentence or paragraph tells me how much they liked one of my books. The next sentence or paragraph is their plea for help.

Here’s today’s catch:

First, I have read your great book on WordPress, and I just want to thank you for a job well done.

My question: I was thinking about creating a site similar to yours for my town in NY where I live. I would like to know your opinion about it, and whether it’s possible to make money out of it.

In defense of this person, he used the contact form on wickenburg-az.com instead of the one on this site. The one on this site basically tells people that I don’t provide support or advice via e-mail or any other method. Instead, I provide Q&A posts for each book that’s still in print and ask them to comment there. This way, their question and my response can be read by others who might have the same question.

In this case, the book in question is 2-1/2 years old and covers WordPress 2.0. I’m pretty sure it’s out of print, since we decided not to revise it for WordPress 2.5. WordPress is now up to version 2.6, with 2.7 due out shortly. Since 2.5, I’ve been doing video courses about WordPress for Lynda.com.

To be fair, his question wasn’t about WordPress. He wanted to know if I make money on wickenburg-az.com. While I realize that’s not exactly what he asked, reading between the lines results in that question.

First of all, I don’t. Second, it’s none of his business. Third, I know from experience that a response would only start a dialog that I have no desire to participate in.

But I responded anyway:

Thanks for the kind words about my book. In answer to your question, no.

I’m a Bitch and I Know It

I know I can really be a bitch sometimes. It’s one of my shortcomings. It has to do with my complete lack of patience. That’s likely because I was born and raised in the New York City area, where we learn from a young age not to tolerate bullshit.

In fact, during a job performance review, I was once complemented on my failure to tolerate bullshit — using that exact word. My boss said something like, “What I like about you is that you don’t take bullshit from anyone. That’s good.” In the real world business of finance, accounting, and auditing, it is a good trait to have.

Elsewhere, it’s kind of limiting.

I do like to help people, but it irks me to no end when you provide a service for free and people have the nerve to complain about it — especially in a nasty way. This is something that bloggers deal with all too often. It just reminds me that there are people out there who would look a gift horse in the mouth (so to speak) and still complain bitterly if the horse’s teeth had gold fillings but one tooth was missing.

People also need to realize that I simply don’t have time to enter into one-on-one e-mail advice sessions with anyone who happens to have read one of my 72 books. Let’s be real, folks. The purchase of one of my books does not entitle anyone to free, unlimited advice and support for the rest of my life. I’ve written about readers who just don’t get it here and here. And I’ll likely write about it again in the future.

Comments? Keep it civil.