"Flame-Free Online Marketing!" How To Place Your Ads And Publicity-Generating File Postings On Usenet Newsgroups Without Getting Flamed! Copyright 1995 by Jonathan Mizel, All Rights Reserved Publisher, The Online Marketing Letter Dear Friend, If you have been online for any length of time, you know that the Internet's Usenet Newsgroups can be a very profitable and responsive place to post. They are demographically targeted, easy to access, and are read by millions of people daily. Unfortunately, as effective as Usenet postings are, they can also be quite perilous. If you mis-post, or if you over-post, or even if you format your placement incorrectly, you are in danger of getting flamed (openly criticized) by other Usenet members. If your violation is deemed serious, you can be reprimanded (even disconnected) by your online service provider. This article will tell you some of the ways I have effectively posted on Usenet for the past two years with nary a problem. 1) Just the FAQs One of the most important things to do before you begin any online posting is to read the "frequently asked questions" (or FAQ) of the group you want to post in. The FAQ is regularly posted in most newsgroups, and it details the specific posting rules and guidelines. Don't assume that a specific activity is acceptable until you check. For example, the FAQ for 'alt.business' (a general business group) is different from the FAQ for 'biz.marketplace' (an ad-only group). A general FAQ for all newsgroups is available from: 'news.announce.newusers' Read this first to acquaint yourself with the structure and overall philosophy of Usenet. This area is not only updated regularly, it's also chock full of specific information about the changes taking place online. You can also find specific answers to commonly asked questions in: 'news.newusers.questions' 2) Lurk Before You Leap Even after you have read the FAQ, I suggest you also "lurk" for a week or two so as to experience the flavor of the group. Lurking is when you spend time in a newsgroup without actually participating. This is an excellent idea, especially if you are new to an area or are unsure of the specific posting protocols. You'll find out not just what others are posting, but you'll be able to see what types of responses people are generating by the online commentary that so often follows. You will also find that certain people, the regulars of the group so to speak, are quite active online. Especially when it comes to expressing their opinions or responding to open questions directed at the group as a whole. Read and learn. 3) Keep posts relevant If there is one activity that will get you into hot water quicker than anything else, it's posting an irrelevant or mis- directed message to people who have no interest in what you are talking about. For example, if you are selling a video tape on how to improve your golf game, you wouldn't be out of line to post information about it in groups relating to golf. You can also post information about it in groups that have general merchandise for sale, or sports groups that allow advertising. Under no circumstances should you post your ad in tennis or swimming discussion groups (as they are not within the subject category). The worse thing you can do is post the ad in groups that are completely unrelated, like groups on politics, gardening, or classic cars (for example). 4) Use your "sig."-nificant other to promote your business Outside of directly advertising, the second most effective way to get your message out is to include a "Sig. File" (also known as a signature). This is a three to six line 'mini-advertisement' at the end of your posting that advertises your products and/or services. In addition to being non-intrusive, the Sig. File is probably the most accepted form of online advertising and was the way commercial activity was initially introduced to Usenet. Regardless of where and when you post, you may feel free to include your Sig. File. Many mail-managers and newsreaders even have the ability to automatically add the sig. at the end of postings (and even your e-mail). A typical Sig. File might read something like this . . . ******************************************** * The Computer Shoppe~Best prices on used * * PCs and Macs -- Nationwide * * Michael Faustina, Sales Manager * * Send e-mail to: catalog@cshoppe.com * * Telephone - 510-465-9899 * ******************************************** or +++++++++++++++++++++++++++++++++++++++++ + Be a better golfer in no time flat. + + Order the new video, "Golf Like A God"+ + for only $29.95 by calling 1-800-GOD- + + GOLF. 47 minutes long and 100% + + guaranteed for one full year! + +++++++++++++++++++++++++++++++++++++++++ My Sig. File directs people to my automatic mail-responder (as well as my Web Page), which is a direct-advertisement for whatever lead product I'm currently promoting. It reads something like this . . . ********************************************* =========>>> For the latest information about online marketing and electronic selling, please send any e-mail message to: info@cyberwave.com. You will receive a reply within 30 seconds via auto-response e-mail. Or visit: http://www.cyberwave.com/home ********************************************* Though it's generally considered poor form, you might even consider responding to someone else's posting with a short answer to their question, or even a re-statement of their position, just to get your Sig. File (read: advertisement) posted in the group. Certainly don't do it often. 5) Take on a different personality A dirty little trick, and one that I reveal in my manual, is to take on different personalities by using a friend's or relative's Internet account to surreptitiously post tacit endorsement-type messages. Let's use the golf video as an example. Say you want to post your ad in a *discussion-only* group about how to be a better golfer. You can't post your ad (remember, the group is for discussion), and the posts with your Sig. File are only mildly effective. Here's what you do . . . a) Post number one (posted to the whole group) would read: From: bobbien@aol.com To: rec.sports.golf Hey, does anyone know about this new golf video? I read something about it in the group a few weeks ago but can't find anything now. Help me please. I've got a tournament coming up soon and I'm desperate! I think it's called "God's Golf Companion" or something like that. Bobbie b) Post number two (posted to the whole group) would read . . . From: donking@einet.net To: rec.sports.golf Bobbie, I think that video you are looking for is titled "Golf Like A God." I read an article about it in a golf magazine a few month's ago, but can't find it now. I'd like a copy too if you (or anyone) can get me info. Apparently, there's a new technique outlined that has to do with 'power-putting' that sounds interesting. Readers, can you help? Please . . . . .? Don c) And of course, post number three (again, posted to the whole group) says something like . . . From: golfboy@hooked.com To: rec.sports.golf The Video, "Golf like a God," is excellent! I got my copy last week and have watched it four times so far. I got my copy from Golf Pro Video at 1-800-GOLF-GOD. The price was about thirty bucks. It may also be available through Blockbuster. Jim (golfboy) Stevens Do you think that'll generate interest in your product? Let me tell you, it definitely will! (But don't get caught!) 6) Format properly To format a Usenet post properly, you should use one of the following two techniques. >> Use a "hard return" after 50 - 55 characters. That's because all newsreaders are different with respect to the size of their allowable line space. Unlike a straight text document (like this), or even an e-mail posting, there isn't any consistency with regard to people's newsreaders. They're all different! Either keep your lines short or . . . >> Allow your lines to 'wrap.' But instead of wrapping them in a word processor (like Word Perfect), cut and paste them into your newsreader and use the wrapping feature of your Internet software. That way, it doesn't matter how small the viewer's screen is. The text will appear consistent and in alignment. A few other things to remember are: ** Use short sentences and short paragraphs. These keep the reader focused to prevent their mind from wandering. ** Keep your posts to the point. If you are selling something directly from the post, I never go over 5k in size. I usually try to keep the post under 1k and use a "two-step" sales process whereby they request more information to be sent by e-mail. 7) Spam and Eggs Spamming, or massive posting to unrelated newsgroups, is the biggest no-no online. Of course, it's tempting to post everywhere, but I assure you, it's not effective. In my own business, I have identified about 18 newsgroups that are OK for me to post in (and I do so regularly). But if I post to even one unrelated group, I get accused of spamming. So I don't, period. I do experiment, however, and when I cross the line, I'm usually notified by one or more of Usenet's more adamant activists. One interesting place to check out is the Internet Black-List. http://www.cco.caltech.edu/~cbrown/BL/#list (Lucky for me I've never made it.) 8) Post Often, But Not Too Often How often can you post? Well, you could potentially post every day in some groups, but I don't recommend it. I post every other day (direct advertising) in very active groups like: alt.business. I post once every two weeks in groups that don't have a lot of activity. My rule of thumb goes like this: I post whenever two weeks or 150 new posts (by others) have gone by. You may have a different tolerance than I, but I assure you, you probably shouldn't post more than that. 9) Dealing With Flames Don't ever respond to a flame, especially with another flame. Your response could end up getting posted to the whole group or forwarded to your service provider (a bad thing), making you look dumb. Another thing. Don't apologize to the whole group either. It looks stupid and if you are truly sorry, just don't post to their group again (leave them alone and they'll forget about you soon enough. 10) Four more tips to remember: 1) Don't post from AOL. They have a nasty habit of canceling your account for almost no reason at all and that's not worth it. 2) Don't ever post a chain letter or obviously phony MLM anywhere. Not only are they potentially illegal, they don't work and they make you look dumb. 3) Become a real participant in a few groups. You will experience a true sense of being and can pick up quite a few pointers from the "old-pros." *****Conclusion***** Usenet is a virtual goldmine of hot prospects and potential business partners. Used effectively, it can reap rich rewards for the direct-response advertiser or business looking to pick up new clients and make new contacts. Used incorrectly, it can become a thorn in your side that will haunt you for years to come. Tread lightly, especially when beginning your journey. Respectfully submitted, Jonathan Mizel Publisher, The Online Marketing Letter President, CyberWave Media Copyright 1995 by Jonathan Mizel, The Online Marketing Letter, and CyberWave Media. This report was excerpted from Jonathan Mizel's manual, Online Marketing Firepower. For information on how to receive your own copy, please send e-mail to: info@cyberwave.com Web Page: http://www.cyberwave.com/home Or call or write. Jonathan Mizel CyberWave Media and Advertising 564 Mission Street, Suite 638 San Francisco, CA 94105 Telephone/Fax: 415-337-7405 Voicemail: 415-677-7909 Catalog: catalog@cyberwave.com