Optimize Online First – Then Go Off! Literally
All the Old Marketing Ways Work for the Web Too
On-site Optimization Review
Off-Site Optimization Review
Getting Started the "Old-Fashioned" Way
A Paperless World. Ha! Not now. Not likely
Print Ads Worked Then, And Now
How Magazine and Newspaper Ads Work, How to Buy, How to Use 6
Subscription Revenue + Ads
Ads + Subscription Revenue
Command Subscriptions
Buying Ads
Agencies: Yes or No?
Where EXACTLY Do I Want The Ads To Run?
What about Newspapers?
Classifieds
Inserts and Articles: Ads in Disguise
Inserts
Articles
New Media, Meet Old Media: TV and Radio
Cable Changed Many Things
No Experience Needed
Radio Ga Ga
Let's Get Direct
DIY DM
Who to send to?
What to send?
How often to send?
Meet Me at the Mail House
Direct Response
Packaged Mailers
What Kind of Results to Expect?
Go Local
Supermarkets, Chain Stores, Laundromats and More
Convenience Stores, Dry Cleaners, Delis and More
Inexpensive Non-Mail Non-Periodical Ads
Summary
