Internet business principles By John Audette    In building MMG over the past four years I have discovered a few things about building an Internet business. This is by no means a complete list, but here are a few that come to mind: (1) Cater to and honor the intelligence of your audience -- don't try to sell your products or services by appealing solely to the emotions of your audience. The Internet is an awesome communications tool and enables savvy potential buyers to base their buying decisions on information as never before. So avoid hyperbole like the plague -- and deliver loads of easily digested information. (2) Establish credibility. The Internet is an intangible medium -- and when you're selling an intangible service, as we are, it compounds things further. It's necessary to "tangibilize", to do everything you can to make you and your product or service as real as possible. Tangibilizing includes such things as: publishing your physical address prominently on your Web site; featuring your employees with short profiles; maintaining a consistent presence, such as we do with the publication of this and other discussion lists. (3) Act with integrity. This is obviously true when building any business, offline or online. However, conducting business online puts you under an international microscope. It's difficult to build a solid reputation online -- it takes consistency, hard work and time. But it's easy to gain a poor reputation, particularly with the frequent opportunity to make a quick buck. I was taught many years ago that it's better to make a dime over and over again than to make a dollar once. (4) Use push whenever possible. You've heard me say that e-mail  was push before push was push. E-mail is still the killer app on  the Internet. Find ways to use it properly in your marketing efforts. (5) Remain humble. The Internet is a revolutionary change. It's in its early stages of development and will continue to change rapidly and constantly. Eric Hoffer, the American philosopher longshoreman, said the following, "In a time of drastic change it is the learners who survive; the learned find themselves fully equipped to live in a world that no longer exists". Don't ever think that you have all the answers. (6) Give, then take. For reasons that sociologists are better equipped to explain than me, the notion of free sharing of valuable content is an enormously viable online business model. This list is a perfect example. I started the Internet-Sales Discussion List in November, 1995. After having been actively involved as a participant in the late and great Internet Marketing List, my motivation was largely to provide a forum for those interested in doing business on the Internet. I didn't really have a company at that time and thus I-Sales was not really begun as a marketing tool. Since then the serendipity has been fantastic: I-Sales has become a great forum as intended; it has helped to establish MMG as a credible interactive agency; it even generates revenues from sponsors. Was this my master plan for I-Sales? No way (I wish I was that smart). I just followed the "give, then take" model. Find a way to make a contribution -- it will yield great dividends later. Let me know what you think of these Internet business principles -- and of others that I have omitted. Perhaps we can cobble together a list and place it online for others to refer to. John Audette --------------------------------------------------------------- John Audette is founder and president of Multimedia Marketing Group, the oldest online promotions and public relations services company. He is also moderator of the I-Sales Discussion List. The I-Sales Discussion List, formed in November 1995,currently has over 10,000 subscribers. Subscriptions are free. To subscribe send an e-mail to join-i-sales@list.mmgco.com. Find more information at http://www.mmgco.com  --------------------------------------------------------------- A.I.M. Ezine is published by The Inet Exchange http://www.inetexchange.com/inet-mailer.htm  Published twice per week by subscription only.  Read by over 40,000 intelligent Internet marketers. Managed by: Kevin Needham "Internet Marketing is Done Daily!" To SUBSCRIBE, send a blank email to: subscribe-inet-mailer@send.memail.com  ---------------------------------------------------------------