During contest, each contestant was able to use a special Web page to monitor contest. They'd see top- ranked contestants and number of referrals each one had made. They could log in with their PIN and see their own referrals, too.

They were able to come back to site at any time and enter new referrals. We added a small form that would look up their PIN in case they'd forgotten it. They could send their own emails to friends to tell them about contest. They could place ezines ads giving contest details and a PIN to use.

Keeping up with all those contestants, who they referred, how many they referred, etc., was a job for a database engine. Since we had MySQL on a server we controlled, we used that. The scripting was done in Perl.

Two Perl modules were needed: DBI.pm and MySQL module for Perl. The modules are chunks of Perl code that let a script send commands in SQL (the generic language of databases) from script to MySQL database engine (program).

You can use a different database; you just need the database-specific module so Perl can "talk" to it through DBI module. DBI is needed regardless of which database you use. Specific modules exist for Oracle, PostGres, etc.

We verified email addresses of all winner's referrals; we would have to disqualify a contestant if any of addresses were faked - and award prize to someone else. We designed code so that any attempts to cheat actually decreased your odds of winning - and it was all automatic!

Thousands of names and email addresses are in database. The referral counts have been reset to zero and we are ready to launch another contest at any time we choose.

The programming effort, for most part is all done. We'll just have to edit contest page(s) and rules page to reflect new prize and new "start" and "end" dates. We can easily get *at least* as large a subscriber boost with our next contest!

Here's bottom line: You'll get more visitors, and they'll visit again and again. You get to show them your offer enough times to win their business. No matter what product or service you're selling, an automated referral contest is something you should seriously consider.

By training this client's employees, you provide client with educated employees. As a result of having a staff of shoplifter-aware employees, shoplifting in store is reduced, resulting in what? It results in greater profits for customer. That increase in profitability for customer's business is what you are really selling.

The most important client question that your presentation must definitively address is "what's in it for me?" or, "why do I need what you are selling?" Continue digging deeper into your answer to "what are you selling?" until your response also answers customer's most important question. If your are to be successful, *that* is what you are selling.

So, if your product is a light bulb, and a feature of light bulb is that it provides light, what's in it for customer? What are you really selling? You are selling customer opportunity to see clearly.

So again I ask: what are you really selling?