Show legitimacy as a business. You will build credibility with visitors by including such basic information on your site as the physical address of your business and

TECHNOLOGY DEVELOPMENT Supporting Electronic Negotiation for Intelligent Trading Leila Alem, Ryszard Kowalczyk and Maria R. Lee CSIRO Mathematical and Information Sciences, Australia generating managerial ideas ECHNOLOGY DEVELOPMENT, Electronic Negotiation,

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Results Using Clustering
Why Consultants Need Guerrilla Marketing

WHY YOU NEED A MARKETING PLAN In his classic book Ogilvy on Advertising, David Ogilvy, founder of one the world�s largest advertising agencies, reproduced an ad that speaks volumes about the challenge of marketing consulting services. The full-page ad shows a scowling, bow-tied executive with his arms folded across his chest, seated stiffly in his uncomfortable-looking wooden of� fice chair, apparently addressing a salesperson. The ad copy displayed next to the executive reads: I don�t know who you are.

. TEN CHARACTERISTICS OF A KILLER WEB SITE

1. Show legitimacy as a business. You will build credibility with visitors by including such basic information on your site as the physical address of your business and photographs of your offices, or by listing membership in professional and industry associations.
2. Update content frequently. Some sites fail to regularly change the content of their site, leaving outdated information about time- sensitive items such as conferences and other special events. Web visitors assign more credibility to sites that are current, or at least demonstrate that they have been recently reviewed.

3. Encourage action. On each page of your site, find a way for vis� itors to interact with you, whether by signing up for a newslet� ter, requesting a special report, linking to another page on your site, or sending you an e-mail. Your site should engage visitors, not just let them �click and go.� 4. Exchange value for time. Web site visitors, particularly those looking for consultants, will gladly exchange their time for value and insight. Provide relevant, valuable, and usable con� tent, and prospective clients may put you on their short list. In addition to content such as white papers, some consultants�