She uses a popular ISP, but doesn't use that address in her ads. She feels, and I agree, that an ISP email address does not conjure up a strong "business image". Your choice of an ISP is important if you hope to do business on web. Be sure yours provides an industry standard POP3 email capability. While AOL is great for many things, it does use their own proprietary email system, and isn't, in my judgement, best choice for running a business.

She got a POP3 email address with each of her web sites, so she uses those. She also uses a different email address on her web sites - most web space providers give you unlimited email aliases. She then installed Eudora email package with a different folder for each address she uses. When she gets an email, which was sent to one of those addresses, she has Eudora automatically file it in appropriate folder, and send an immediate response. This lets her prospect know she got message, but more importantly, allows her to track which ad it came from. If email address was one of addresses in her ads, she knows which one. If it came from one of web sites, she knows which ad sent prospect to that site.

But what has happened here? A quick count of emails in each of folders reveals which ad is pulling, and where prospect is coming from. Now, remember unlimited aliases, she got with her web space. If she is going to try to test effectiveness of several publications, she simply uses a different alias for that ad in each publication, and sets up a separate folder in Eudora for it.

There are other ways of course to track ads by forcing subject in your email address, and having a different subject for each ad. The cost of web space however, and email addresses has come down so much in last few years, that having separate email addresses is most likely easiest way to track results of your ads, and present a professional image.

You must test, test, and retest your ads. If you do, you will find winning combination, and realize power of web.

No matter how knowledgeable you are in your field, don't try to impress others with highly technical language - they won't have a clue as to what you're talking about. Use everyday words that people can understand. We all know that technical terms have their place, and to another person in field, can denote specific things in a minimum of words.

"While your ISP can cancel your account if you spam", might be understood by people experienced in online protocol, those new to computers might not know what that means. A better way to say it might be: "If you send copies of same email to people who didn't request it, company that provides your internet access can cancel your account". Here we said same thing, but didn't use "Geek Speak".

Always try to phrase your advertising so that people who don't know anything about your business, will understand what you are saying.