Chapter 7

Promoting yourself online

To promote your firm, product or service effectively online, you must understand first why it is that some of the rules governing promotion change on the net. This chapter will explain what makes the Internet different and show you how to develop effective promotions strategies to maximize the benefits of the medium for your product.

But first, remember that lots of things do not change. The Internet may have some special rules but, at heart, it remains a communications medium, not a technical one. Whatever you do, you need a deep understanding of your market, you need to know why people buy, and you need to know what benefits you offer over and above your competitors. It is tempting to get very excited about ...

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