So, if you want to design your own web pages or contract with someone to do it, what should be your first steps? First - browse web looking for web sites that you like. If page loads quickly and is attractive, it is a candidate for your design consideration - bookmark it. After you find several examples, and if you are HTML proficient, download your favorite and look at it with your web page design software. Can you use same techniques that they used?

Do not use any of their graphics or text that are included in web page. These are normally copyrighted and could cause you a "heap" of trouble. If you are not HTML proficient and want to contract with a third party, inform them of web site you like. This can save them a lot of false starts in their design efforts for you.

Second - provide content that might encourage visitors to come back to your site. This content should change on a periodic basis, and does not have to be limited to your Web Site. A News Ticker for example can be something you can use, as well as a link to Weather Channel.

Finally, you have to market your web site. Your URL and E-mail address should not only be publicized online, but offline as well. Put them on your letter head, your business card, your offline advertising - anyplace where people can see them. We send out postcards with specials all time - you can bet they are there. The Internet is not magic - it is just another tool in your marketing "bag of tricks".

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5. The call-to-action part of your mail-out is critical. Be sure to tell your recipients what it is you want them to do, and provide a compelling reason why they should act. For example, you could include a no-risk, no-obligation offer that encourages recipients to contact you promptly for more information. Or, create urgency through time- limited offers, mention of an upcoming event, etc.

6. Put a teaser, testimonial or strong benefit statement on envelope. You must induce recipient to open envelope, or all is wasted.

7. Encourage recipient to contact you. Ask for contact and provide more than one way in which recipient can act. If you include a postage-paid Business Reply Envelope, you will only pay postage on actual responses that are mailed.

8. Your sales letter can contain long copy, but only if it is written to hold interest. Write in a conversational manner, avoid jargon, write at an eighth grade level, and use an authentic-looking signature. As in any copy, use eye-catching headlines and stress benefits not features.

9. Remember to add a PS. After envelope and headline, it's most read element.

10. Analyze results of your mail out, and learn from it. Use tracking so you know how many sales or contacts resulted from your mailing. Ask customers how they heard of your offer. If (or more likely, when) undeliverable mail is returned to you, remove these addresses from your list.

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