We are now at the very beginning of the time when our customers will go to their computers before going to a hard copy of the "phonebook", to get pertinent information about local businesses. Also, something that some of us "old codgers" have difficulty realizing, is that those among us who always use the internet before the phonebook, are now entering the marketplace! Yes, the high school and college graduates are beginning to form a "swelling tide" of internet users who are entering the marketplace.

With the Internet, we have the added possibility of making our businesses appear more personal to those who access our sites. We can enter amusing stories and anecdotes along with the more impersonal statistics. Something else that could be done, is to get a digital camera and show the online shopper what your place of business looks like from the road.(Look what this has done for selling homes on line).

It is time for local business owners to begin thinking "outside the box". You could congratulate the local volunteers who helped build the playground at the park. You could tell everyone when the Christmas parade is scheduled to begin and what "specials" you will have to coincide with it. Also, you could alert your customers to a special at the local butcher shop. All of this could be done to promote "buying locally".

Something else that could be done, is to list today's "Website Word". If you come in and tell us today's Website Word, you get an additional 10% off all your purchases! People are used to thinking about their ad in the yellow pages ONCE each year. Since it can't be changed till next year, why think about it? But if business owners can understand how "fluid" the Internet is, then you will begin to see how "personal" it can become! And THAT'S what makes people add it to their favorites list and come back to your web site three times a week!

The feasability of "Discount Ordering" will vary according to the type of business.
The concept is simple. You continue to provide personal service to those customers who need it. However, if space will permit, designate a seperate area that is away from your sales floor, for "Internet Pickups".

Basically, the idea is to "utilize the best of both worlds". The strong selling point for patronizing local businesses is the personal attention that is available from knowledgeable employees. Let's continue to provide personal service and even go "the extra mile" with those customers who are needing help. At the same time, we can also offer savings for our "Internet customers".

Those customers who know what they are wanting to purchase, can get information from various internet sites and then place an order with you by computer. This would come with a discounted price.

The local internet customer could realize several benefits:
• Saving on shipping costs
• The option of paying in person
• Having the opportunity to shop locally

The advantage to the business owner is that he/she would have more time to spend with those customers who are desirous of personal attention. After all, this is how additional sales are often made.
Because this is "cutting edge" marketing, careful planning should go into finding out which particular arrangement works best for your business. It might be that larger purchases that need to be ordered or serviced prior to sell, would be a logical first step.

Here's another thing to consider. As we age, we'll be less likely to walk into the large Depot store (where it takes three days and a wilderness guide to get to the hardware aisle) and more likely to go to the local hardware store where we can find what we're looking for and get out with enough energy to complete the project that we need the hardware for!

Practically every business has some particular product that could meet the criteria for successful Internet marketing.

Criteria for products:
• Preferably of local origin (such as Cajun Products)
• Small enough to ship easily
• Lends itself well to advertising

Certainly, these are suggestions that will no doubt need to be "hammered out on the anvil of experience". But, we have got to start somewhere! By working together, perhaps we will be able to utilize the benefits of this new technology instead of fighting against it with government taxes and regulations.

The job that I am undertaking for our Directory, is to show the local business owner new ways to attract customers. These will be both "walk-in" and "click-on" customers. If you would like to have a free personal consultation to find out the best ways to "chart your course of integrating your local business with cyber space", please contact me.

My name is John Lounsberry and I can be reached at 337 526-9015.
You can e-mail me at john@ezyellow.com