Book Review: Ultimate Guide to Electronic Marketing, Tom Antion

The Ultimate Guide to Electronic Marketing for Small Business, Low-Cost/High Return Tools and Techniques that Really Work, by Tom Antion

Anyone in business, who has a website, is thinking about having one, wonders why some websites work and some don’t, or has any interest in Internet commerce should buy The Ultimate Guide by Tom Antion.

Most websites, quite frankly, suck. They might be beautiful and artful at best, but they are “brochure-wear” – mine originally was. It replaced the need for a paper brochure, and like a brochure, almost no one read it. Certainly random web surfers and searchers, no matter how interested they might have been, rarely found it. I gradually got my site working like an effective website should, and it’s getting better fast with this book’s help. I wish I had The Ultimate Guide years ago when I launched my site!

Tom breaks his strategy into three prongs, and even if you are interested in only one or two this book has enough value that you probably need it.

Prong #1: Build a great website. A great website, among other things, is ones the search engines love and send you people who will be happy to find it.

Prong #2: Build an email list of people who want to hear from you. Periodically send them things of value, for example a useful ezine/enewsletter.

Prong #3: Develop and sell information products. It doesn’t matter what your main business may be, having some low cost (and up) products so people who like your “free stuff” can see how good your “non-free stuff is.” If, as in my example, you are a consultant and speaker, people who buy products for maybe $20-$100 will be more likely to hire you for your normal fees. It’s a BIG leap of faith for someone to hire you for consulting or to deliver a keynote speech, i.e. for thousands of dollars, as their first transaction with you!

I knew Tom Antion existed for a while. I’m wary of most Internet marketers and gurus, because most of them are full of nonsense. Tom, and his book, delivers.

Within 10 minutes I had easily received more than my money’s worth from this book!
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