However, marketers need to respect that online media and print media present different hurdles in achieving this goal. Some of these hurdles will require that copy be written differently for each media. And some not.

Here is a list of 14 things you should remember when writing copy for Internet Direct Mail. And how each one relates to Traditional Direct Mail.

1. FROM and SUBJECT are very important. During anthrax scare in America, these two items became very important in TDM because any given envelope could contain a deadly poison. And while this fear has passed for TDM, it is still very present in IDM. That's because any given e-mail could contain a computer virus. Prospects are more apt to simply delete a message they are unsure of nowadays than risk opening it and ruining their computer.

Here are a couple of tips to solve this problem:

- FROM line should display someone readers will trust

- for house lists, prospect has presumably bought from company before and would trust them. So include some company identifier: "FROM: Macromedia FLASH Team"

- SUBJECT line should be treated like envelope teaser copy. You have to give prospect some reason to open e-mail to see what is inside. "SUBJECT: Try The New Update For Your Macromedia Product!"

2. Your first paragraph or two should contain a mini-version of your whole e-mail. So instead of carefully spreading out your 4 P's (Promise, Picture, Proof, Push) or AIDA (Attention, Interest, Desire, Action), you should try to get all these elements in early. Online users have little patience in general and they need to know your whole offer fast.

3. For readers willing to spend time to read every word of your e-mail (God bless them), you can expand on your opening later. Just remember that less people will read right to end than will scan your first couple of paragraphs. So include all your best stuff up front.

4. Avoid using "hard-sell" techniques in IDM. These tend to produce poor results. Readers on internet expect to see information. The information can be on benefits of your product and how to order, but tone must remain helpful. If it's slick, your email will be trashed.

5. You should include multiple response options for your prospects. But ALWAYS remember to have a web-based response form. Many online users prefer to keep entire transaction online. That way user keeps control and does not have to worry about more sales talk or being upsold when they phone in.

Every website, whether new, old, or just a thought needs to consider marketing that will be put that website in front of it's targeted audience. Sounds easy huh? It just takes time, perseverance, and will to succeed! A budget will help too!

The hardest part is sorting through all crap that's available to (supposedly) help you. Yes, I said crap.

There is a mountain of businesses out there making incredible claims about FREE traffic generation, FREE hits, Mega sales, $20,000 in 3 hours,- or worse, for a small fee of $29.95 we can... blah, blah, blah.

Save your money! I have spent enough for all of us.

Following through with our suggestions offers you most lucrative, ethical, and professional ways to achieve substantial results and still sleep at night. No, you don't have to go for your wallet, I will tell you about these programs in this article (for no charge). A good education will assist you most.

If you already have a site, we recommend a Website Analysis.

Before You Build

1. Have a plan - Not just a good idea. Take your idea and formulate a complete plan around your goals. Highlight any USP's you may have.