Copyrights are important. If it were my creation, I would want to be compensated for it's use.

But customers at Napster were saying other things that it would do well for music industry to learn.

The popularity of Napster shows that people are not too happy about spending $20 for a music CD. There must be a 'Price revolution' in music industry.

It was VERY evident that people were EXCITED about compiling CD's with their own personal favorites. The music industry would score big to allow consumer to create their own music and pay a reasonable fee.

Napster members were so motiviated about this single aspect of music experience, that it could prove to be a valuable source of revenue for music industry.

The point is 'Customer' is speaking to Music Industry. If they listen and put wants and desires of their customers first, they will increase sales at a greater percentage rate then ever before.

3. Your 'Customer List' will determine value of your company.

The relationship between your company and your customer counts. All way to bank. Your past, present and future customer relationships will determine just how valuable your 'Customer List' will be for you.

It will determine value of your business.

...Would you take a free $100 bill if you read that ad?

First off, let me ask you a question: If you knew for a fact that above offer was legitimate and true in every way... How many $100 bills would you buy? (Dumb question, right?) Then why didn't people try to buy thousands of them? There's only one reason: The ad did not have credibility. And even though this example is on "outside edge", same problem exists in virtually every ad on net. I'm here to tell you that no matter how good you think you've established your credibility in your current sales letter, you can do more - and doing so will put your sales through roof!

OK, what's wrong with ad we ran?

1) Too many exclamation points. Makes it sound "hypish" and destroys credibility - without credibility, no sale.

2) We don't identify ourselves in ad. That's a terrible mistake, and I don't just mean our company name... Any scam artist can register a fictitious business name, and they're easy to hide behind. Without a clear identity behind offer - to defray any fears your prospects may have - even best offer with a triple your money back guarantee means nothing... you won't get sale.

You should always have a "clear identity." You should have a phone number, address, and whenever possible a fax number. NEVER use hotmail, usa.net, or other throw-away free email addresses. Those who are out to scam you and run *almost always* use throw-away email addresses - free email addresses. At least with a legitimate ISP email account, customer has some feeling you can be found if you turn out to be one of "bad eggs" - a scam artist.

3) Need to give credentials. I should have established that I'm an expert in my field, should have listed famous and successful clients I've worked with ...you get point. You must do everything you can to show your credentials, because that helps to build credibility.

4) Need testimonials. I should have listed happy customers of ours and happy people who had previous order $100 bills, using FULL names whenever possible, not initials. Testimonials are a great way to gain credibility. Even weakest of testimonials can make a dramatic difference in your sales. HARVEST those like golden nuggets they are... When a customer writes you saying nice things, *always* write back and ask, "Can I quote you on that?" - You'll be surprised how many say, "no problem" and this alone can make such a difference in your success you won't believe it until you've tried it.

5) Give full contact info like our business address and phone number to establish that we're "real people". There are many services where for a few dollars a month you can get a "one number for everything" services, taking both voice mail messages and faxes and forwarding them to you via email.

6) Here's a very important one: We need to explain WHY WE ARE DOING THIS. Lots of people miss this point. If I explain that we're giving away $100 bills as an experiment, or because I'm a wealthy philanthropist, etc., people understand what's going on, and there's a better chance they'll believe me.

I hope these tips have been of use to you. If you put these concepts into action in your online marketing, you should easily be able to increase your sales.

P.S. -Once we applied credibility tactics I just listed, we "sold" a $100 bill to very first person that we contacted. Yes, they *do* make a difference!!