The Passing Lane: Passing the Competition Online by Marnie Perhson

Issue #23 Monday, March 8, 1999

About the Author:

Marnie Perhson
Marnie Pehrson, founder of C.E.S. Business Consultants and the
International Association of Computer Professionals, develops products that help computer professionals market and manage their businesses.

She is author of
How to Run a Successful Computer Training Business,

How to Get & Keep Customers for Your Computer-based Business

Keeping Your Sanity in a Home Business.

Marnie is an Internet strategist and content developer for community-based Web sites. Her plans and strategies have garnered clients an average of $100,000 each in seed capital. She also offers ghost writing services and content delivery for your Web site or e-zine.

Marnie lives on a Georgia farm with her husband and their six children .

C.E.S. Business Consultants
Ringgold, Georgia
TEL: 706-866-2295



10 Off-line Methods to Build On-line Traffic

As I discussed last week, when you ignore off-line marketing of your web site, you are ignoring a significant portion of your potential audience and, therefore, your potential customers. This article is all about different ways to promote your web site off-line.

  1. Print your web address on all your literature -- business cards, letterhead, brochures, invoices, catalogs, etc.
  2. Mention your web address in all your existing advertising methods -- billboards, radio, TV, magazine, newspaper ads, etc.
  3. Announce your web site to your customers and on your prospect list. You can do this by sending out a postcard about your site to those on your mailing list or doing a fax broadcast to your customers.
  4. Announce your web site to the press. Create a press kit about your company and your web site. Any time you make newsworthy modifications to your web site, announce it to the press. Lists of newspaper, TV, radio, magazine, and weekly publications along with all pertinent contact information are economically available from Gebbie Press (
  5. If you create an e-zine, also create a fax or print version and send it to your customers and prospects who aren't on-line. Those who do not have ready access to the Internet will find your newsletter particularly informative since they aren't continually bombarded with information like Netizens are. Make sure your e-mail and web address are on the newsletter so when they pass your newsletter onto others, they can find you on the Web.
  6. Take advantage of economical off-line classified ads. Classified ads in well-targeted areas of newspapers and trade publications are an economical way to reach your target audience. Make sure you list your web address and/or autoresponder.
  7. List your web address in off-line directories. Be sure to put your web address in your yellow pages ads, chamber of commerce ads, and other professional directories that are available for your type of business.
  8. Volunteer as a guest speaker. Offer to speak on local radio or TV shows about your area of expertise. Or speak at your local chamber of commerce or trade organizations. Be sure to mention your web address as a resource for people to go for further information.
  9. Become a regular columnist. Write for your local newspaper or trade journal as a regular columnist. Arrange to use your web address and/or e-mail address as part of your byline.
  10. Get involved in trade shows that relate to your industry. If you don't want to be an exhibitor, use the show as a place to network with others. Give out plenty of cards with your web address on them.

These are just a few off-line marketing ideas. If you have a product or service that you have only been selling on the Web, you're missing out. Make sure you promote yourself off-line as well. You'll be doing something that your competition probably hasn't thought to do.

Text Copyright © 1999, Marnie Pehrson. Part of the original Sideroad.
The new Sideroad is now receiving traffic at