The Ten Commandments of Internet Marketing
by Craig Lock

 A successful online business isn't built overnight; but is the result of many late nights. (Just ask my technical associate, Bill Rosoman!). If anyone says that they can teach you to make a substantial amount of money without hard work, realize they are talking through "a hole in the head" and are "out of their trees". To get where we have with the New Zealand Enterprize Centre and Eagle Productions has taken a huge effort, as well as a plentiful supply of sweat and tears over the past few years working every day (but without the blood, says squeamish he!)

 Here are my ten commandments setting out how to conduct business online: (not that we have got to where weíd like to be... yet!).

The first:

1. Understand that technology should enable. Accept the indisputable fact that technology should be an enabler, rather than an end in itself (or even be a disabler to "untechnos" like me). Make modern technology work for you and your business. "Use it and donít lose it!"

Accept that the vast majority of users are not "technofreaks" and have great difficulty learning new procedures. Well, I certainly do (just ask Bill)!

2. Donít take your competitors for granted. .. and donít "knock" them. Yes, even you "slick" Americans. Accept that no business can be the best in every facet. The convergence of computer, media, entertainment and communications means the underlying structures of the computer world will change rapidly and soon.... or so my "technofreak" associate, Bill (not Gates) says. The TV/computer/music centre is not far away, I hear.

3. Consolidate your business by focusing on what you do best. Donít try to be "all things" to your customer, nor try to offer too many products. Concentrate on perfecting and marketing your "best sellers".

Now for one rather more philosophical...

4. Honour parents, teachers and communities and especially your family. Parents want children to be safe on line, so supervise them closely. Teach them responsibility in internet usage... so they donít push your telephone bill sky high (as my dear boys do- but then thatís the price of having and educating children!). Teach your children well (as Simon and Garfunkel used to sing so melodiously) and wisely. Let them learn that the net is a great tool for the present and the future.

5. Do not spam (sending masses of unsolicited e-mail) - under any circumstances. I simply delete all unsolicited e-mail selling products and services... and wouldnít you do likewise?

6. Do not launch your product before the market is ready for it. Ask yourself: Is there a need for your particular product? In what way is it distinctive (and superior) to the competition? Have all systems in place to market it... then always remember, all products have a definite life cycle.

Some are relatively short.

7. Take the business of internet marketing seriously. Imagine if everyone is online, what will that do for your business and you?

Remember Bill Gate's wise words: "Thereíll be two types of business in the year 2000 : those online... and those out of business.

8. Have an effective web presence. Your site should explain immediately what the visitor will get for their time online. If it is not clear WHY they should stay, theyíll leave before they try to find out. Therefore make your site as interesting and informative as you can.

9. Always remember that marketing your product effectively is the key to the success of your business. Donít forget to use traditional methods of marketing to promote your business, as in advertising (radio, newspapers, brochures, and the most effective of all, word of mouth). The two strategies (off-line and on-line) work best together.

Even if you have the greatest product in the world, you will never sell anything if you donít tell people about it. Itís like having a billboard in the middle of a forest or a desert. An example: Just because you have a phone number in the phone book doesnít mean that a stranger will call you. So it is absolutely vital that you advertise effectively to bring people to your site; because without advertising, there will be no prospects, and without prospects there will be no sales. And without sales there will soon be no business!

and finally and most importantly,.

10. Use the Internet to build a better world. The net is the most cost-efficient and effective way of marketing products and services around the globe. So use your creative energies and imagination to the fullest.

It can produce income through the opportunity of self employment through being innovative... and this money can be used for good.

The French and English developed steam technology at the same time; the French created playthings for the aristocracy and the English created the Industrial Revolution (but at least the "Froggies" have passion and won the soccer World Cup. So we can all use the internet to build a better world in this new "Information Revolution" that is upon us..- me

A few final words to summarize...

There are no Ďmagic secretsí, and there is nothing mystical about making money online. Other than the advertising budget, itís a level playing field and anyone , like the self employed entrepreneur working from home , like you and I can compete with the "big guys", the corporations who are too unwieldy to react swiftly to changing circumstances and markets. So we "one and two man bands" have got the jump on them.

With heaps of hard work and a little perseverance, I believe absolutely anyone can achieve success , even taking on the big corporations. At Eagle Productions working in association with Bill Rosoman of the New Zealand Enterprise Centre, Iíve done it all on an absolutely "shoestring" budget. We have been reasonably successful to date, but have great hopes of far greater success in the future. No matter, we are enjoying the journey in a totally new field and are having great fun learning and extending ourselves each day . I hope you too take pleasure and have great success as you travel along your very individual journey.
About the author:
Craig Lock is the director of Eagle Productions. He is the author of five published books with another 12 on various subjects (but mainly in the field of self help, motivation and following oneís dreams in life), which are being marketed and distributed on the internet. Craigís first published book was HANDBOOK FOR SURVIVAL IN THE NINETIES (which has been updated and renamed HOW TO SURVIVE IN THE NEW MILLENNIUM) .

His books are available at:

He also runs a very successful online creative writing course, which was one of the first writing courses on the net, as well as the only (as far as we know) money management course on the internet.
Creative Writing Course:
Money management course :  

PS: Dear Americans, please excuse my British English spelling. Very Colonial! I am quite happy for these articles to be used and distributed by other electronic and other magazines (as long as credit is given). If they help others out there in any way, then Iím happy.

"One person with a dream can accomplish more than 100 others without one. If you have a burning desire, you can accomplish anything. The biographies of great men and women are full of stories of how they did seemingly impossible things because they had a dream."- author unknown

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