Obtaining your own domain name, such as LisasKnickKnack.com, is more important than most people think. It's hard to convince someone that you are stable and serious about your business when your URL is www.angelfire.com/users/~joeyp. The only exception to this rule might be case for stores.yahoo.com. It is relatively cheap to get a domain name form one of many registrars like Register.com. I find it is cheaper to buy it for 3 or more years; if your business doesn't work out, you can always auction off domain on eBay and get your money back, so just go for it. These seem to have some inherent reassurance at least to Yahoo! community.

**Reduce Customer Risk

Writing and publishing an ezine is a very important part of your online business so you want to make it best possible ezine you can. I have made mistakes and changed and re-changed my ezine many times to make it best it can be. I am still always looking for ways to improve MOE. Over years I have learned a few simple ways to improve my ezine. You can easily implement these tips into your ezine.

1. ALWAYS, ALWAYS have your email, along with your name and url right at top of your ezine. Unbelievably, I have read ezines where I could NOT find email or even name of publisher!!! Also at end of your ezine have name, address, phone number, and email and url again for easy access. Nothing is worse than trying to find contact info that for some reason is invisible!

2. Make sure you also always provide your subscribe and unsubscribe info as well. I would suggest putting this info at bottom of ezine. If you post your unsubscribe url right at top of your ezine it is like you are inviting your subscribers to unsubscribe.

3. Provide a forum for your readers to interact with you and your other readers. A section entitled, Reader's Corner or Reader's Comments, where they can send in their comments, questions, feedback or whatever. This gives them a chance to become a part of ezine. This also helps build reader- publisher relationship that is very important!

4. Keep your ezine clean and sharp looking. Don't add too many of squiggles and decorations. They may look *cute* but they sometimes make it hard to read your ezine, thus prompting ole' delete finger to become activated!