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ourth mutable law of web marketing

The Law of Pull and Push

The Fourth Mutable Law of Web marketing is: Pull people to your site by your attractive content, then push quality information to them regularly via e-mail .

Websites, by their very nature are passive creatures, like fireside dogs. They just lie there wagging their tail listlessly and smiling wanly until someone enters the door. (Then the best website dogs come alive and propel you to the desired destination and action.)

E-mail messages, on the other hand, are active animals like St. Bernard Rescue Dogs, always ready to go where you send them and deliver a refreshing cask of information, and an invitation to return to your website to see the newest thing you have to offer.

A website tries to attract you by pulling you in with the promise of content, while e-mail pushes its message into your previous visitors' mailboxes. Most businesses can't survive on one-time sales only. The cost of customer acquisition is too high for just a single sale. They need to draw satisfied customers back again and again for repeat sales. The Law of Pull and Push accomplishes this vital task.

Getting an invitation to send e-mail to your visitors is key to this strategy. Include a form that will collect their e-mail address. To convince your visitor to give you his e-mail address, however, you need to promise two things: (1) that you'll e-mail him something of value, and (2) that you won't sell or rent his address to another company, hence the need for a clear privacy policy. But once the visitor has given you permission to e-mail additional information, you have wonderful marketing leverage.

How do you use it? If someone in your company has writing skills, you might develop a monthly newsletter Beware. It takes real commitment and self-discipline to send out the newsletter regularly. But a regular newsletter will give a tremendous boost to your business, and will build your trust level with customers as well as bring them back to your site again and again. All of a sudden your company has top-of-mind position. Do this month after month and your brand recognition grows. If you're not a writer, you can send out monthly specials, or news blurbs you garner (with permission) from other sites. Whatever you do, do it with excellence. Anything less than that will cause your business to lose the confidence you've already gained.

This law, too, has its own rhythm. Pull the customer to your website by attractive power, then push good content and offers to the customer via e-mail to draw them back to your site.

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