But here is an 'option' I might use because I'm a fan of first-class flamboyancy. I would probably purchase mid-line PC's (which I could write-off and later give away as gifts to my employees or customers) and install a monitor and mouse on each stores' counter, proudly displaying new MyCleaner website. Invite our customers to surf site. They will receive a flyer anyway on their drycleaning order so "connection" is strengthened and we of course, look more "leading edge".

Today, MyCleaner would be only techno-cleaner in this market of over 300,000. The promotional exposure and image enhancement benefits would be immense to say least.

GENERAL DEMOGRAPHICS

Drycleaning is a luxury service. I had a customer base of 20,000 families. Figure 90% of my customers are middle to upper middle class. Further, assume a conservative 50% have computers at home or work and are online. That's 9,000 customers. Let's be frugal again and estimate 25% of these customers actually visit our website because of high exposure we have given it. That's 2,250 at-home or at-work customer viewers. Now please hold that thought.

MORE PROMOTION

The billboards I mentioned would be bright, bold and clean (and funded by reduction of snail-mail coupons). Feature www.mycleaner.com address, online coupons, Dr. Drycleaner and I would implement a "refer-an-online-friend" program where referring customer receives a lifetime 5% bonus discount for bringing in a new customer. The MyCleaner website and its features are also appearing on television, what newspaper I am still running, my TV Guide ads, and I would definitely make sure my about-to-be, mainly computer-literate brides-to-be from Welcome Wagon receive my flyer highlighting online presentation of entire wedding gown process.

Also, I would set up a meeting with large local online mall in this region. Knowing me, I would talk a deal where I would offer Dr. Drycleaner column as a service for their customers in trade for a main page link.

OK, let's say another 2,250 people visit because of all above.

IS THAT NOT A REASON TO PUT OUT A NEWSLETTER?

You bet it is! I now have 4500 visitors to my site and ultra-conservative me predicts 25% of them will register to receive a periodic newsletter. My monthly newsletter circulation is then 1,125. This newsletter will feature upcoming specials, online coupons, refer-an-online-friend program, Dr. Dryclean column, and I would probably now run an online contest. Give away free drycleaning or pay for their Internet access for a year. Bear in mind that these newsletter recipients are dedicated, died-in-the-saddle cyber-customers. In other words, a captive audience.

MAKING THE MOST OF A CAPTIVE AUDIENCE

I'm not naïve. If I have consumers at arms-reach, I'm going to sell them everything within reason that they would have to go elsewhere to purchase (photo finishing was a great add-on to drycleaning for me). So, I would take advantage of my captive online audience and now offer them best Internet shopping available.

Yes, I'm talking about affiliate programs. I would include books, music CD's, videos, software and a mainstay shopping site. Promote to my customers using "for your convenience" approach.

Knock, knock, I'm just about done.

'NET' RESULTS

What I have done is taken a non-Internet business and made Web work for me and my customers. I have increased my visibility, added to my customer base, increased my sales and enhanced my profile in one fell swoop without increasing my advertising and promotion budget. I now have in my newsletter a "free" way to contact my customers and make them appreciate information they receive and notification of upcoming specials. I may have saved them even more money on their yearly drycleaning bill because they referred their next door neighbor to MyCleaner. Plus, I have an additional income stream coming from purchases through affiliate programs. It's win-win all way.

This has been a rather lengthy article but I'm confident that if you've stayed with me this long you will understand that Internet CAN be made to work for you, regardless of nature of your business. It is this writers hope that if you are aware of what's going on and still haven't made plans to expose yourself on Internet, that you will consider doing so now.

There is a country music saying, "where there's a Willie, there's a Waylon". You CAN make Internet work for you and your customers. It's simply a matter of some creative thinking and developing right application. If I were still in drycleaning business, I'd be cleaning up in town right now just using basic approach I've outlined in this article.

OK gotta go, there's a knock at door!

Rick is the author of 3 top-selling eBooks at: http://www.interniche.net/ebooks.htm and the purveyor of those amazing traveling billboards called I.D. IT! Plates: http://www.iditplates.net

I will make Integrity my trademark. After all, isn’t integrity all I have and all I will be remembered for?

I will compete only against myself as only true measurement is against myself.

It is fine to fail. In fact, it is most often a requirement of success.

My reputation is everything - my ego, nothing.

Every pittance I earn unjustly is a debt of fortune I must repay.

No matter fame or fortune that may follow me, My values, My family and My friends must remain at very core of my being.

Better I be trusted and respected, than be materially rich.

Better I be a dolphin swimming with sharks, than a shark.

Rick is the author of 3 top-selling eBooks at: http://www.interniche.net/ebooks.htm and the purveyor of those amazing traveling billboards called I.D. IT! Plates: http://www.iditplates.net