There’s a golden rule of marketing that’s simply being ignored by most of the up-and-coming IM crowd at present, and it’s not doing the industry any good. In fact, if we don’t keep an eye on this disturbing trend, it could kill the goose!

The golden rule is: “Never disrespect the industry!” That’s right, you can challenge a competitor and you can compare prices, products and services; that’s a long established, honorable and well-proven marketing tactic. Supermarkets compare prices, pizza brands compare speed of service, soft drinks compare taste (who can forget the famous “Pepsi Taste Challenge”?). But no self-respecting marketer ever openly disrespects their own industry. You don’t bite the hand that feeds you!

It’s the Johnny-come-lately Internet Marketers that are missing the point and disrespecting the industry. To prove my point, below is a headline from an actual sales letter…

“In A Hype Filled Industry Full Of Bloated Promises, Weak Offers, Rehashed Crap, And A Whole Lotta Garbage…”

Be honest, if you were new to the Internet and new to the Internet Marketing industry, wouldn’t you be more than just a little bit skeptical of the whole sector if that was one of the first things you’d read about it! And that’s written by an Internet Marketing professional – someone who’s on OUR side!

Can you image American Airways saying, “We don’t kill as many passengers as other airlines!”? Or McDonald’s claiming, “Eating fast food over an extended period will probably kill you but it’s OK because we also sell salads now!”? Of course not, because once you start disrespecting the whole industry everyone in that industry loses; people turn against you and go elsewhere.

Be warned! As soon as there is a consensus of opinion against any industry sector it’s almost impossible to change that opinion – your name becomes dirt (ask any investment banker right now). These days, due to social media, this is doubly problematic; if the Internet audience turns against us social media could ruin us in just a few days. Think about it.

These days, the pen (or the keyboard) is far mightier than the two-edged sword that could cut off the mouse-clicking hands that feeds us!

You never hear the old school IM big guns disrespecting the industry that has rewarded them so well. Long time IM professionals like Frank Kern, Rich Scheffren or Marlon Sanders don’t put our sector down; they compare their products like-for-like with whatever else is out there. This is because their training was in pre-internet marketing. Traditional, direct marketing would never use negative tactics.

I’m not blaming newly established gurus, such as Alex Jeffreys (writer of “Guru’s Nightmare” about the fall of the IM establishment), Alex has too much respect for the gurus who have helped him grow rich through the proven tactics and fair strategies this industry has prospered from using.

Like all the successful, established, global industries that Internet Marketing aspires to be one day, Alex uses message is a positive one. The car industry isn’t negative; it never mentions its record of increasing car prices, gas prices, accident rates, in-car or pedestrian fatalities. Collectively, the industry’s message is positive. It talks of improved miles-per-gallon consumption, increased safety, and sexy aerodynamic designs.

No respected industry openly disrespects itself or delivers a negative message. Perhaps there are just too many amateurs in our industry. Here’s another example of amateurish “trash talk” marketing…

“Does watching the same select group of people rake in fist-fulls of cash just make you sick to your stomach? Are you ready to toss your PC into oncoming traffic because of all the weak offers that get shoved down your throat every day?”

Who is making these hype-filled, bloated promises, weak offers and re-hashed crap? According to the Internet marketer that wrote this copy, Internet marketers are!

So doesn’t that imply that most Internet Marketers are disingenuous? And most Internet Marketing is, generally, dishonest?

This kind of “us against them” marketing is effective but dangerous. It’s a flawed and reckless tactic that can only benefit a small percentage of marketers over a very short time span. Once the damage is done it will take a very long time to repair, if it can EVER be repaired!

As we all know, reputation is everything these days – and one’s reputation is a very fragile and easily ruined.

Please, please, please, don’t ‘dis’ the industry, there’s just too much to lose. If you think about that, you’ll do things differently.

DIAL-UP
Earthlink, NetZero/Juno, BasicISP, People PC and AOL are some of the most popular dial-up services. They charge anywhere from $9.95 to $24.95 per month. The difference in fees reflects the different services each company offers. For instance, the companies that offer more comprehensive customer service or tech support charge more.

BROADBAND
Broadband service is mainly available in three different ways:

1. Cable modem: Uses the same connection that delivers cable TV. A cable Internet connection is fast and reliable but not available in all areas.

2. DSL (digital subscriber line): Uses your existing phone line but doesn’t tie up the line. In other words, you can make phone calls while connected to the Internet. However, DSL often requires installation fees and the farther you are from the provider the more likely it is that your speed will be slower.

3. Satellite: Available where cable and DSL aren’t. As long as you have a clear view of the southern sky, you can receive this service. However, satellite is slower than both cable and DSL, can be interrupted by bad weather, and requires the installation of a satellite dish on your house or in your yard.

When it comes to choosing a broadband service, find out what’s available:

• Contact the cable TV provider in your area and see if they also provide an Internet service.

• Call your local phone company to inquire about DSL. If they offer DSL, find out your distance from the DSL transmission location.

• If cable and DSL are not options, research the major satellite TV services. They probably also offer an Internet service in your area.

• Find out which additional services the providers offer, such as email accounts and spam blocking.

• Compare speeds of various services. Decide whether the extra speed is worth the extra cost.

• Compare prices. Be sure to include setup costs, equipment, and installation costs, if any.

WIRELESS
In addition to broadband and dial-up services, web users are now able to connect to the Internet wirelessly, accessing the web without wires or cables of any type.

Wireless technology allows users to have mobile connections, accessing the web (with some limitations) where and when they need to. This can be accomplished via public hot spots (designated areas that offer wireless), cell phones and new USB Modems. Wireless connections allow users to connect whether they are at home, school, work, or on the road.

Ongoing Costs
When considering dial-up connections, some companies will charge you fees on a monthly basis; others on an annual basis. Some charge you per minute, based on the length of your connection time. Generally, you are charged lower fees if you pay annually in advance. Those that charge you per minute can work out to be more expensive.

There is a tendency for companies to underestimate the amount of time they will be connected to the Internet. Therefore, if you budget for a particular amount of Internet-related charges based on the “per minute” charge, you could end up paying considerably more, often more than would have been the case with monthly or annual billing.

For broadband connections, you will typically have a monthly fee. Be aware that you may be offered a special rate for the first 3, 6, or 12 months. Once that period is over, the rate will return to normal. Find out what the normal rate is going to be before determining if you can afford the cost of broadband.
User Support
The issue of service backup, should anything go wrong, is something that is rarely thought of until it is too late. An ISP should constantly monitor its network’s performance and have contingency plans in place for network outages. It should have built-in redundancy (spare capacity in the event of an emergency), and on-website backups for its servers.

Backup generators should also be in place in case of power failure, and generators should keep any necessary equipment functioning for a reasonable time. An ISP should be able to cope with any service failure and preferably have a backup Network Operations Centre (NOC).

In order to remain competitive, many ISPs have started to offer more substantial educational and training programs, customized security arrangements, and other services tailored for business customers, as part of their user support facilities.

Training can be especially important for organizations without the facilities, resources and cash for in-house training programs as training and maintenance can represent the highest costs of an Internet presence. It is in the interest of every business to talk to several potential providers before making a decision about an Internet connection.

You should ask potential ISPs what kinds of user support they provide. For example, in addition to training, having online user help can be very useful. You may have to pay higher ongoing fees for higher levels of support, so you need to balance your finances with your requirements.

Checklist for Choosing a Service Provider
Selecting an Internet service provider and determining the most appropriate Internet connection to support your particular business objectives should involve a consideration of all the options available. It may help if you use a checklist with each ISP before you decide on which would be the most beneficial and appropriate to your specific business needs.

ISP Checklist
1. Does the ISP provide the kind of connection you want (dial-up, DSL, etc)?
2. Which kinds of service does the ISP provide in your local area?
3. What level of technical support is available from the ISP — Web or email only, or can you call for support?
4. Does the ISP provide software for connecting to the Internet? Most companies provide this for free, but check this before signing up.
5. Check the ISP’s reliability rating with your area’s Better Business Bureau before you do business with them.

Check websites that provide information and links to ratings of ISPs; also, get recommendations from other Internet users.

Training
If your Internet-based venture is going to succeed, you may require staff that will need to be trained. This may sound obvious but a recent report revealed that a quarter of all e-commerce ventures fail due to lack of understanding and support.

Surveys show that between North American and Europe’s largest corporations, almost a quarter of e-commerce projects are abandoned before completion. For most, failure is not simply a result of a lack of investment but a lack of appropriate planning.

As important as the money spent on the software, the equipment, the network links, and the staff necessary to get a website up and running, is the need for information on the website being kept up-to-date.

If the company is presenting its product or service range or price list on the web, it is essential that the website be updated regularly with current and accurate prices and products. Any staff and equipment should be budgeted to carry out the updates and maintenance of the website.

The right staff, the right suppliers and the right set of hardware and software, which has a sensible upgrade path, is the prerequisites of a cost-effective and competitive website presence.

All these elements could be coordinated to within a specific strategic plan and development time span. For a single owner-manager these elements are much more difficult to co-ordinate and maintain.

Would you like help and advice about starting an online business?

For some businesses the maintenance costs are not high, for others they can far exceed the development cost. The cost of maintaining a website will vary due to many factors. They could include:

• The size and complexity of your website
• How often you make changes
• The need to add new products or pages
• How often you want the website’s content or inventory indexed
• Your online marketing costs

A good web designer will provide rates before doing any work. These rates may vary depending on the type of work you need to have done. The cost of maintaining a website is so very individual that it is difficult to quote a price. Website firms charge by the hour for updates and there is typically a one-hour minimum charge involved.

Maintaining a website in-house allows your business to update the website frequently, quickly, and cheaply. There are several commercial content management systems (CMSs) available or you can have a bespoke system developed for you.

I’d like to hear what you’ve got to say about business website hosting. Please leave a comment…

They also have a search engine (Trademark Electronic Search System, or TESS) that can help you determine if the name has already been trademarked.
IP PROTECTION

Companies, such as IP Protection (ipprot.com), will register your trademark for you for a reasonable price (as low as $500).

• Choose the country for your company
• Determine the type of entity you wish to use for your company
• Choose your company’s name
• Draft the Articles of Association
• Determine the method of funding your company
• What method you will use to issue shares
• Determine the directors of your company

Typically, setting up an offshore company, depending upon the country, takes between 1 week and 1 month.

I’d like to hear what you’ve got to say about forming an offshore company. Please leave a comment…

• The first account for existing capital
• The second account to deposit the proceeds of any asset disposals
• The third account to contain the interest from the first two accounts, along with any other foreign source income

Note: The aim is to segregate your foreign income or gains.

If you want to bring money into the country you should first remit funds from the first account. This can usually be done free of tax. If further funds are required, then withdrawals can be made from the second account, which could effectively subject the withdrawals to capital gains tax. Finally, withdrawals from the third account would be subject to income tax.

If you’re going for an offshore structure Panama is probably one of the best options. A Panama trust or foundation, holding a company with a Panamanian bank account (e.g. Banco General HSBC Panama, Banco National) is a sound choice.

To take full advantage of moving your business offshore, you should do the following:

• Register your company offshore (e.g. Costa Rica)
• Have your website hosted offshore (e.g. Hong Kong)
• Open a bank account offshore (e.g. Panama)

The advantage of setting up your business this way is that it allows you to access all profits outside the USA (or whichever country you reside in) tax free.

I’d like to hear what you’ve got to say about forming an offshore company. Please leave a comment…

Not all business situations lend themselves to using temporary workers. For example, if the job you need to have done requires high skills or specialized skills, you may not be able to find what you need.

I’d like to hear what you’ve got to say about staffing a business. Please leave a comment…

You can minimize this threat easily by encrypting sensitive company data, especially data that is most likely to “leave the office” with employees carrying laptops. Despite the benefits of securing data, 64% of companies were more concerned about data loss than the cost of replacing hardware; however, only 12% were actually using encryption.

Additionally, you should wipe files on old hard drives before selling or discarding the computer, and develop a system to track employee hardware, such as smartphones, smart memory cards, and USB flash drives.

Concerned about your company’s Internet security?

To combat maliciously-coded websites, you should only purchase items from security certified sites and use PayPal instead of a credit card. Maliciously-coded websites typically do not accept PayPal payments since they are easier to trace than typical credit card payments.

Additionally, your employees should never sign up for new Web 2.0 applications (e.g. social networking websites) without using a different username and password than they ordinarily use for sensitive data. Finally, you will also need to keep your virus and email protections up to date.

Concerned about your company’s Internet security?

Thus, you are not the employer of an independent contractor. Because of this you will not have to pay their income, social security, and Medicare taxes and they are typically not protected by worker’s compensation. Independent contractors are usually paid based on their results rather than by a standard time clock.

Here are some things you can do to help ensure that you or those who work for you qualify for independent contractor status:

• Avoid setting a regular pattern of daily or weekly hours. An independent contractor should have the opportunity to select when and where he or she will work.

• Allow contractors to supply their own tools, supplies, and equipment wherever possible in the performance of the services required.

• Use contractors who normally advertise their services in some manner.

• Allow contractors to hire their own assistants, if necessary.

• Compensate independent contractors on a per-job basis rather than by hour or by week.

• Always ask for an invoice or statement before paying for any work that has been performed.
• Make checks payable to a company rather than to an individual.

• Do not directly reimburse contractors for any expenses they might have, for gasoline, meals, etc. Such expenses should stand as part of the contractor’s set fees.

• Have a written contract to show the independent contractor relationship.

I’d like to hear what you’ve got to say about staffing a business. Please leave a comment…