Hi Customer, I hope you've enjoyed this series of bonus tips. They've been basic, but describe some of the most common problems that cause business owners on the Web to experience results that fall far short of their expectations. So it's fitting that we sum them up with the theme that has run through them all: the fact that, when it comes to your website or auction, it's not about you—it's about your customers. I once was in a forum where someone asked, "How can I force my visitors to enter my site through my home page? I put a lot of work into the really cool Flash intro there, but I noticed in my referrer logs that almost no one sees it. The search engines send almost all my visitors directly to the pages that have content on them." About a half-dozen of us tried to explain to him that this was a good thing to have visitors find pages related directly to what they were searching for instead of going to an unrelated Flash intro. A few reluctantly mentioned some ways to redirect visitors and described how to do it, but everyone agreed that he should use what he learned about what his visitors were looking for to create more of the same kind of content and lose the intro. To everyone's surprise, he replied, "Thanks for telling me how to keep people out of my pages until they've seen my intro. I'm glad everyone agrees that visitors should see my intro first. I'll set up the redirects right away." That's a pretty extreme example of what, unfortunately, is a common attitude among first-time web problem of wanting to be liked moreso than wanting to help others fill their needs. Many first-time business owners on the Web want to make their site or their auction stand out, but go about it in the wrong ways: with gaudy backgrounds, unreadable color schemes, every cool gizmo they can throw onto the page. What's most important to these business owners is not what the customer needs, but what will make them feel that they are coming across as cool in others' eyes. Step away, for a moment, from what you've put on the Web and pretend that you're coming into it as a visitor and not as its proud creator. Look at each element of what you've done. Does what you've put there help your visitors, or is it there simply because because it was an idea you fell in love with? I can't tell you how many times I've discarded things that I was convinced would be I found they just didn't work. You need to be ready to do the same thing. Is the clever phrase you thought up in your product description hurting your credibility because it comes across as too cutesy? Is the navigation scheme you thought was so cool leaving your visitors befuddled? Then dump them. Dump anything that's there merely because it was a pet idea of yours. You're not running a business merely to convince people that you're cool or smart or a master of all the bells and whistles the Internet makes available. You're there to find others who have a need and to help them fill it. And, believe me, they'll be far more impressed with you if you can do that than with anything else you try to do. Jeff One Stop Web Support 2218 Johnson Street, NE Minneapolis, Minnesota 55418 US If you no longer wish to receive communication from us:CancelTo update your contact

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