Top Ten Internet Marketing DON'Ts

Violate the terms of service of Google's Adsense program or spam the search engines via black hat techniques like cloaking or keyword stuffing. It's not worth it — the penalties are severe, and can include banishment.

Announce your web site until it is completed and fully functional. Take the time to identify the web servers, lists, and usenet newsgroups where it is appropriate to announce web sites. Consider encouraging colleagues to embed links to your web site in their web pages.

Make users register before they can receive information. Research has shown this approach repels many more people than it attracts. If you must require registration, request only essential details such as name and email address. Make sure your privacy policy is clearly stated and prominently posted.

Broadcast your message indiscriminately, unless you enjoy being flamed. Consider the case of Canter & Siegel, a Phoenix law firm that posted an advertisement for their immigration services to 9,000 Usenet discussion groups in the Spring of 1994. While they claim to have earned $50,000 from this approach, they also incurred the wrath of the Internet community, receiving thousands of flames and losing their Internet access provider.

Lose sight of the fact that it is the user, not the advertiser, who foots the bill for Internet advertising. Therefore, if you wish to avoid alienating a prospect, it is imperative that you treat this person with respect and courtesy. Don't insult his intelligence or waste her time.

Make your email messages or news group posts any longer than they need to be. Make your point clearly and concisely. If you are replying to another post, retain only the minimum amount of quoted material necessary to get the point across. You can make a product announcement, depending on the news group or list and on the manner in which it is announced. Discretion and courtesy are the keys.

Underestimate the speed at which bad news can travel throughout the Internet, or the negative impact this phenomenon may have on your company. Intel made this mistake once, in ignoring the groundswell of customer anger about a flawed Pentium chip. This dissatisfaction originated in a news group and spread throughout the Internet like wildfire, ultimately forcing Intel to announce a recall.

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