KARON: So how do we narrow field?

BOBETTE: Instead of doing everything, I recommend that site owners choose tactics according to how well tactic "fits" their business. The most appropriate tactics are those that support their site goals and marketing strategies. KARON: So, again, planning comes into play. You have to know what you want site to accomplish and who you want to attract before choosing your tactics. and what about business startups that don't have a lot of cash? Is there a way to develop a successful site in stages, as more money becomes available?

BOBETTE: Yes… business owners can implement most inexpensive tactics first. Then, as more money becomes available, allocate it to tactics they think are most likely to achieve site goals.

KARON: True, and this gives them time to test marketing tactics, copy and other elements before getting in too deep. After all, advertising can get quite expensive sometimes.

BOBETTE: Yes, it sure can. In fact, paid advertising is sometimes a hazard for new businesses. In a quick attempt to increase sales, site owners are tempted to "whip up" an ad themselves and randomly blast Internet with advertisements. That approach is often a waste of money.

KARON: I’ve seen that many times. It’s usually followed by a period of high bills (from all ads) and low sales because none of ads were targeted or tested.

BOBETTE: You’re right. So before spending a lot of money on advertising, I would recommend site owners start by paying serious attention to ad copy. Once they have effective copy that compels their target customers to respond, *then* it is time for an advertising campaign.

KARON: That’s another thing I’ve noticed – and something I was guilty of… being in a hurry. Planning and implementing takes time.

BOBETTE: Nothing could be truer. However, when you lay a good foundation your chances of success increase dramatically!

KARON: Thanks, Bobette! You’ve given us a great reminder that planning is never wasted.

BOBETTE: My pleasure, Karon!

Bobette Kyle’s latest book “How Much for Just Spider” provides step-by-step information that helps small businesses plan and market their sites for success. Filled with examples and resources, this book is a must-have for any online business owner. Find it at most online book stores, or at http://WebSiteMarketingPlan.com/bookinformation.htm.

Most buying decisions are emotional. Your ad copy should be, too! Let Karon write targeted copy and ezine articles for you. Visit her site at http://www.ktamarketing.com, or learn to write your own copy at http://www.copywritingcourse.com. Don’t forget to subscribe to Karon’s free ezine at http://www.ktamarketing.com/ezine.html.