Page 373 - Duct Tape Marketing
P. 373

Index 357

Universal Resource Locator (URL), 250        content, creating, 257
universality of business name, 322           content, handing off, 131–132
unsolicited e-mail, 208                      deciding to launch, 251–252
updating                                     designing, 258–259
                                             domain name, obtaining, 262–263
 creative strategy, 99                       driving traffic to, 264
 direct mail address list, 206               e-newsletter link to, 221
upgrade, 315                                 first impression and, 82
U.S. Patent and Trademark Office, 320, 321   links to, building, 268–269
U.S. Postal Service Web site, 203            navigating, 257–258
                                             opportunities for, 248–249
•V•                                          optimizing for search engine, 266–267
                                             promoting, 267
value                                        registering for searches, 265–266
 adding unexpected, 287                      reports on visits to, 20
 conveying to prospect, 277                  storyboard for, 128
 increasing before lowering price, 329–330   types of, 252–254
 pricing and, 38, 40–41                     Web site resources
                                             advertising and marketing, 337–338
value formula, 38–40                         Advertising Slogan Hall of Fame, 96
valuing customer, 305–306                    affiliate program, 269
vertical magazine, 144                       blogging, 254
video production service, 184, 187           Business Wire, 235
vision statement, 62                         CAN Spam ruling, 208
visuals in print advertising, 159            e-commerce site templates and hosting
voice mail message, 77
Volkswagen “Think Small” idea, 139               packages, 260
volume rate, 162                             ezine list, 268
Volvo, perception of, 93                     Google AdSense program, 271
                                             Google AdWords program, 271
•W•                                          International Association of Professional

waiting area, 80                                 Brochure Distributors, 217
waiting time, 81                             Internet directories, 266
walk-in prospect, welcoming, 281             Internet Fraud Watch, 262
The Wall Street Journal (newspaper), 338     Internet marketing, 338
warming up cold call, 282                    IPS locator sites, 249
Web design agency                            Mailing and Fulfillment Services

 content, handing off, 131–132                   Association, 199
 contract with, 130–131                      mailing list brokers, 198
 cost estimate and design proposal,          Network Solutions, 263
                                             newsletter templates, 219
     seeking, 129–130                        newsstand, 338
 evaluating proposal, 130                    online payment service, 262
 request for proposal, 128–129               Online Privacy Alliance, 19
Web log (blog), 254                          online Yellow Pages, 171
Web page, 250                                Open Directory, 265
Web site of business. See also               PR Newswire, 235
                                             Search Engine Watch, 265
     e-commerce site                         site design and technology, 259
 activity on, monitoring, 270                site-building service, 255
 believing in pie in sky online, 327
 building, 254–256
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