Technology Toolkit

A number of people use the terms ‘Network administration’ and ‘System administration’ interchangeably. However, there is a subtle difference between network administration and system administration. While network administration is more to do with the administration of devices, software and hardware that form the network; system administration deals with devices / computers that are connected to the network. So, you will have routers, switches, modems under network administration while computer systems, database servers, mails servers and other servers will be under system administration. But then, what do we mean when we say administration of networks and systems? Let’s take a quick look…

System administration activities include things like installing software or software updates/patches on computers and servers, planning outages, pro-actively responding to security threats, providing solutions related to the users’ problems etc (e.g. problems related to mail servers, databases etc). But here, it is important to state that system administration activities don’t include application development or programming which is more characteristic of a software engineer’s profile. However, the system administrators are expected to have in-depth knowledge of all the applications, software and hardware from the perspective of their installations, configurations, known-problems and trouble-shooting.

Network administrators are expected to set-up networks and fix all networking-related problems that the users (that are connected to the network) might face. Network administrators work very closely with system administrators (unless the network administrators themselves are playing the role of system administrators too). Typically, the first thing that a network administrator would do is set-up the network i.e. set up or configure routers and switches and get all the users plugged into a network. They might create a wired network or a wireless network – as per the requirements of the organization. Network administrator will create the security and access policies for networks. So, network administrators will control who is able to access what part of network and using what credentials.

The network administrators also need to be on their toes when it comes to security threats. Proactively preventing attacks on the networks, quickly responding to such attacks and preventing their propagation on the network is the job of network administrator. Setting up firewalls and monitoring them is also part of network administration.

It’s worth noting that besides LAN (local area networks), the network administrators also administer WANs (Wide Area networks) and virtual networks. With the frequent changes in technology, the network administrators have to be up-to-date all the time in order to ensure that the networks are robust and efficient.

However, many small organizations have a single person doing the job of a system administrator as well as network administrator. But then you also have organizations that have full-fledged IT departments with all the roles separated out to form a complete team – database administrators, web administrators, security admin, etc. In that sense, there are specialization and super-specialization areas with the system and network administration field.

So, what is better from a career perspective – system administration or network administration?

The quick answer is – a combination of both would be the best in today’s context. There exist a huge demand for such people who possess a combination of network administration and system administration skills. And, in any case, there is a large overlap between network and system administration; so, it makes a lot of sense (and it will make your job easier) if you know both.

When you\’re designing your website there are some basic rules you will want to follow in order to make your site appealing to the general public as well as the search engines. We call this in the business user and search engine friendly. This has to be a calculated balance of information so your site will be recognized by both the consumer and the search engines.

Users may be impressed with the pictures and flash of your site and enjoy some humorous quotes you\’ve included, however, the search engine don\’t recognize flash and pictures or sayings that is not relative to your site content. The search engines are interested in good well written keyword specific relative content only. You must keep in mind here that first of all you must be recognized by the search engines to get listed on the internet. Without the search engines help, no one will ever see your site. The information we want to share with you today is how can we achieve this critical balance.

One of the most common reasons why a web site is not indexed by the search engines is rather simple. If your site URL is embedded in JavaScript, most search engines will not recognize or index your web pages. By making some basic changes in your source code of your site, you can make a major difference in the acceptance or rejection of the search engines. There are a couple of other small additions to this process that we will be discussing in some upcoming articles….so stay tuned.

Other reasons for search engines like Google, Yahoo and Bing rejecting your site could be insufficient or non relevant content on your webpages. Since only content is read by the search engines, it\’s imperative to have enough keyword rich content for the engines to give the proper weight to the good content for indexing purposes. A good example would be…picture your site as a book in the public library. The library likes to stock good quality books in their collection of reading materials. Your website content is as important to the search engines as the good books importance is to the library. Content is what the engines uses to list your site and rank your site of where it should be in their library of information know as the internet.

Rest assured that if your website contains only images, Flash and Java Script your site will probably be ignored by the search engines because they are structured not to read this type of graphics. Your site will be more relevant if you use HTML text in your website. This is known as source code. If you don\’t know how to write some basic HTML or have a good text editor then you need to attend some classes covering this important aspect of building acceptable information for the search engines.

When search engine robots spider your site they will normally only look at the front page which should be your index page (index.html). Having links on this page linking to the others pages of your site will be picked up by the spiders when they visit your index.html page. Another way of getting the spiders to pick up your other pages can be accomplished by placing the links to your other pages at the bottom of the index page.

Frame styles in your site may be another rejection indicator for the search engines. By making your site a non-frame site and including normal hyperlinks will make the search engines robots extremely receptive to indexing your site as well as accepting your website for recognition on the web.

There are some search engine like Google and AltaVist who will completely ignore your site if you have invalid html tag sequences. Double check your code and make sure your opening and closing tags, table opening and closing table tags are displayed correctly. Make sure all of your content is between the opening body tag and the closing body tags in your source code.

These few helpful tips should get you recognized by the search engines and earn a page rank that will get you recognized online. You too can earn the coveted distinction of the elite few who show up in some of the \”Top Positions on Google\”. It takes your dedication to learn the process and then applying what you learn to further your online presence.

If you have additional questions or need some personal mentoring, you can contact the eBiz Solutions Team at the contact information listed below. The Team members are standing by to assist you in your marketing challenges.

\”Let\’s Build Your Business Together\”

Larry L Miller SEM/SEO Consultant

Private Line: 321-594-4405

Skype: larrylmiller121

The Most Powerful Link on the Internet!

No matter what business you’re in, learning to create good advertisements is a vital skill. Arguably, it’s one of the most important sales and marketing skills you can obtain.

Even if you hire an agency, you will need some basic understanding of good advertising so you can judge if the ad they create for you follows basic proven principles. You don’t want just “anything” created for an advertisement that may cost you hundreds, if not thousands of dollars to run in a newspaper or magazine.

The best way to learn to create great space advertising is by learning mail order advertising methods. Why? Because mail order advertising is measurable. Each and every ad has to prove itself in results. Mail order advertisers know if their advertising is working or not—whether it’s making them money or not.

In mail order, bad advertising, and the person that creates it…don’t last. And because of this, mail order advertising has become a very refined type of advertising, and it’s something that I feel all advertisements should be modeled after. Of course there are creative skills that are applied to each advertisement and/or ad campaign, but they are based on certain “Scientific” and time proven principles.

Take time to learn them, and you will fair much better in making sure your ads pay. This report will give you some key insights in creating good advertisements, but should only be considered a “primer” to get you started. Suggested reading can be found at the end of this report.

The first step in creating any advertisement is describing on paper the key characteristics of your ideal customer. i.e. Who your ad talks to. This can be as simple as; “Women with preschool children,” or as detailed as; “Women, aged 25-35, have preschool age children, works outside the home, drives an SUV, likes camping, has a household income of over $100,000,” etc.

This information will help you pick likely places to advertise; or maybe more importantly, where not to advertise. As an example, based on the above-mentioned characteristics, you would not want to advertise in a college newspaper or a teen magazine.

Your next step is outlining all the important “benefits” that your product or service offers potential customers. Keep in mind that “benefits” are different than “features”. Example: “our snow blower has a ten horsepower motor” this is an example of a feature. It promises no benefits, it’s a technical fact, something that many people will not relate to.

However, when you say; “our powerful snow blower blasts through the thickest and heaviest snow with no effort.” Now that’s an understandable benefit. You need to transform “features” into “benefits” when creating advertisements.

You also must have a clear idea of what job you want your advertisement to do. Stated another way, what steps do you want your prospects to follow after reading your ad? i.e. Call for more information, visit a store, visit a web site, call to order a product, etc. Being clear in your mind on this point will help you develop the right words, (copy) to write in your advertisement.

When you have these three points clear, creating your advertisement will be much easier.

Now, here are ten secrets to help you create good advertisements.

1. Create a compelling headline. It’s the headline that makes the rest of the ad work. Therefore write dozens of them before you choose the one to use. Every headline has one job, it must “GRAB” the appropriate readers attention. To do that, create headlines that deliver a believable promise. The best headlines appeal to people’s self-interest, or give news. Long headlines that say something are better than short ones that say nothing. If you come up with a good headline, in most cases you will have a successful ad. But the greatest body copy can’t overcome a poor headline. You can’t make your ads sell unless you can make people read your copy.

2. Use simple words. They’re the only words that the majority of people understand. When you finish writing your copy, have someone that’s around 16 years old read it, if they didn’t understand a certain word or phrase, change it. Even people who are very educated don’t mind reading simple words.

3. Copy Length. Use however many words it takes to tell the complete story about your product or service, no more…no less. If it takes many words, so be it. The more you tell…the more you sell. If the ad is of interest to the reader they will read all the copy you can give them. Always write a lot more copy then you will need. Then trim it down. When you’re done, it will be all meat. Every word will have a reason for being there, giving the reader all the facts needed to make a buying decision.

If it takes more room to tell your story than the size of your ad, you need to run a two-step ad campaign. Then your ad’s job is to generate inquiries, not to sell. The sale then depends on the second step you use to finish the selling job. This can be a salesperson in your store, a direct mail package or catalog you send, the web site they are directed to visit, the operator they call, or a personal call from your salesman.

4. Get to the point. This is close to tip number three. Be direct. Don’t try to write cute, or try to be funny, or beat around the bush. Give facts. Start right off with the best benefit. This way you will have a better chance of keeping the reader with you. And don’t stop with telling about all the benefits the reader will get, also tell them what they will miss if they don’t buy. Repeat the main point two or three times using different words. At the end also ask for action. Interested people reading your ad will want to know what to do. Tell them! And give them a good reason for acting…Now!

5. Using pictures. When you use pictures remember they are in the ad to help sell goods. No other reason. They take up expensive ad space and must pull their weight in selling your product or service. Your pictures should tell a story at a glance. The picture you use should be of the product, the product in use, or the results of using the product. Other picture possibilities are; dramatic pictures like before and after pictures, and reward or attainment pictures, like a student holding a diploma in an educational ad.

6. Repeat the same ad. Advertisers that don’t use mail order methods can’t measure the results of their ads, and therefore change campaigns too often. They get tired of seeing their ads long before the public does. By using mail order tracking methods you will know what works, stick with it until you develop new ads that prove themselves (through measurable results) to be better. It becomes a fun game, trying to beat the proven winner. If you study your mail order advertising history you will see ads that ran unchanged for 40 years.

7. Changing times and advertising. Many people new to advertising think that the techniques that worked years ago, will not work today. “That was then…this is now,” they say. The fact of the matter is this; times change but people do not. The basic human “emotions,” wants and desires remain the same. Words like “Free” and “New” are just as powerful now as they were years ago. Ads that appeal to the reader’s self-interest and desire for self-improvement still work. Ads that offer news still work. They worked 60 years ago, and they will work 60 years from now. (See article “24 Human Wants To Direct Your Sales Appeal To”)

8. Test It! Test It! Test It! With mail order advertising you can test every component in an ad to see what works best. What appeal, what headline, what offer, what price point, etc. There is no guesswork needed. If you have two different headlines that you feel are very strong, you can test both using a split run. Just remember to test only one component at a time, and to key-code* the ads for accurate results. * A key-code is something that identifies the specific advertisement someone is responding to; like a department number, or a special phone number, or a coupon with a code on it.

9. How will it look in print? After you have finished your ad, print it off on your printer in the exact size that you will be running it. Take a magazine or newspaper, depending what medium you are using, maybe the actual publication you are running in, and tape it on the page. You can then get a good idea of how it will look when it goes to press. If you don’t think it does the job, keep tweaking it until you’re happy.

10. Create ads in advance. Don’t wait until the last minute to create an advertisement. Many people will decide they need to run an ad, and then quick draw one up in fifteen minutes. This is one of the worst things you can do. Rushing the creation of advertising will most likely result in a bad ad. You should have a few done and ready, and some in the works at all times. These should be created in the most common sizes you can afford, and/or the sizes made available by the media you would most likely advertise in. If you want to take advantage of remnant space or last minute advertising deals, be ready in advance.

Every person that needs to create advertising, or hire an agency to create an ad for their company should read \’How to Create Successful Small Business Advertising\’ and other books by history’s great advertising practitioners; Max Sackheim, John Caples, Claude C, Hopkins, John E. Kennedy, and David Ogilvy.

As I\’ve said before, I like to mix concept development lessons in with real life opportunity. I have a new one today for you to learn and possibly earn from.

A few weeks ago some friends invited my wife and I to go with them to a comedy club. As we were sitting at the table having a drink, our conversation turned to a neon beer sign on the wall. I said if I ever built a bar in my house I\’d like to have a neon beer sign on the wall behind the bar. My friend mentioned he just missed buying one at an auction for a friend. A \”Fosters Beer\” one.

We have a friend in common whose last name is Foster and he just happens to be finishing off his basement and he\’s putting in a bar. Then I started thinking, wouldn\’t that be cool, having a neon beer sign at your bar, and the name of the beer is the same as your last name. I\’d like one. Then I thought — I bet a lot of people with bars would like a neon beer sign featuring their last name. Maybe they wouldn\’t even need to have a bar to want one. I know custom or personalized stuff is popular. Just think how many people have personalized license plates on their car. Neon is also very popular. I now realize I\’m on-to a pretty good idea.

Then I remembered a mail order item from the sixties that made a guy a lot of money. (know your MO history) He sold family crests and coat of arms posters that hung on the wall — by mailing to lists of people that shared the same last name. The same basic concept as this idea. He\’d pick a popular last name, then got a list of everybody he could with the same last name. He then had his product customized to that particular last name and sold it like crazy. When that surname stopped making money he went to the next.

What if somebody was to offer neon beer signs customized with peoples last names. You could easily get a mailing list of people selected by last name, that have either shown an interest in personalized stuff, have bought bar supplies, or beer making supplies. (There\’s other criteria you could look for too)

Then send a personalized and limited time offer to these people. An offer featuring a beautiful photo of the one and only beer sign that bares their name. Showing how great it would look on their wall, behind their bar. Wouldn\’t their friends be impressed, what a conversation piece.

The up-front costs to test the idea are also good. By concentrating on one last name at time, you only need to design and make one sample sign in the beginning to use for promotional photos. The template for making the sign would be used over and over.

Your only other up-front costs for testing the idea is printing, mailing and list rental. You may even be able to use one of those telephone book CD\’s to develop a mailing list to test. The product is also unique enough to get some free press.

My next thought goes to future sales, what to sell these people next. How about their own six pack of beer. Bottles of beer with fancy labels personalized with their name as the brewer. Or maybe personalized beer mugs, or cocktail napkins. Maybe you could tie in a micro beer of the month feature. Yep, plenty of options here.

So far so good. But what about having the signs made? Then I thought about all the neon sign makers I\’ve seen around town. I bet one or more of these artists are looking for more work. If I were to outline the idea to one of them, and ask if they would be interested in designing such a sign that could be interchangeable with different names, (starting with your own) with the possibility of making and selling a lot more, I would find someone happy to do it.

You just witnessed a brainstorm that developed a core product for making money with direct marketing. One that would be cheap to test and has big potential. For those of you that are looking to develop your own thing, remember to consider the possible use of other peoples skills. In most cases, teaming up with someone helps a lot. Also keep an eye open for what\’s popular and how it can be applied to other things. We know that personalization is always popular, we see examples of it everyday. We also see that neon is once again very popular. So are micro beers. This is history repeating itself. Learn from it.

Yea! Yea! Yea! But will this sign idea make someone money? I can\’t predict absolute success or failure, no one can. Success depends on more things than just the product. But, this idea has a lot of favorable points. Enough points that if I had the time, I would try it. The losses are minimal if it doesn\’t work. If it does work, the total universe of potential customers is fantastic. In my opinion the rewards outweigh the risks.

The only problem I see is shipping, glass is fragile. But you might make a positive out of this by shipping the sign in a big fancy wooden crate, maybe stenciled with the last name giving it value…and signifying it\’s importance. Maybe the shipping crate could be also made to double as a wine rack. All said and done, the launching of any new concept, division, or catalog, ends with somebody having the guts and making the decision to…Do It!

As a final reminder, remember that this is a demonstration in brainstorming that can be applied to many things; you don’t have to work in neon or beer signs, just plug the concept into the toolbox of your mind for future reference to apply to your own particular business and thought processes.

It’s very hard to describe how to develop the merchandising ability of looking at things and automatically seeing how it could be sold. It’s part experience, part learned knowledge, part natural instinct. I can only write examples when they come to me.

Hopefully through example you will learn to relate and assimilate. You must practice your product development skills every day. You have to develop the habit of looking at things in special ways. Like; “how would I sell that?” …“how could it be improved” … “could I use it to enhance what I’m currently selling”… “could it be repackaged and sold to a different group of people than it’s being sold to now”… “what could be sold to the people that bought it?” My goal is to make this process a part of your being…an instinct… something that happens automatically, without conscious effort.

Let’s start with this one statement; In direct marketing, as with any business, it’s always best to have as many products as possible in your line that lend themselves to repeat sales, or multiple purchases. For small companies it’s absolutely essential. And you can’t make money for long selling junk.

Here are some examples. My daughter has a charm bracelet; of course she buys charms for it. You see how the charm bracelet lends itself to future sales. You could probably give the bracelet away free, or at very low cost and make your money selling the charms. (Just like giving away a razor and selling the replacement blades.)

You could offer the bracelet free of charge when you agree to buy three more charms in the next year. Or how about, “Charm of the Month?” See what I did? I automatically… without conscious thought…incorporated the negative option sales technique to the product.

By the way, that’s why you should continue to read and learn as much as you can from successful marketing experts, if you didn’t know about the negative option technique*, you wouldn’t know how to apply it to your product would you.

Back to the example. This is also an example of niche marketing. Charms and charm bracelets are a specialty niche, a niche of the jewelry industry. Can you give me an example of a niche in a niche?

What would be a niche in the charm niche? Don’t read further now … think for a few minutes. What did you come up with?

I came up with animal specialty charms. e.g. “Just Cat Charms,” every breed for the cat enthusiast. It could be dogs, horses, any animal that certain people just love. It could be Saints, Presidents, or Famous Musicians. Want some others? How about…just; boats, cars, states, countries, dolls, or flowers. And there’s more!

See how a simple item that we’ve all seen a thousand times, just expanded into an entire division or business. Residual income, that’s what we want. When you look at things in this way you will learn to develop products that create big and long term profits for your company.

Don’t worry if your ideas sound bazaar. It’s practice that we’re after. And remember, when you brainstorm it is actually a large quantity of ideas you want at first, not quality; refinement comes later, and sometimes the goofiest ideas bring forth big results from stimulating other thoughts and concepts more practical.

I was at a party the other day, and in one of the rooms was three giant wrought iron candle holders, floor models, one was about three feet high, the next a foot taller, and the next another foot taller. They were topped off with big beautiful candles.

The thing is, these candle holders and candles were some of the coolest candle holders I’ve ever seen. I then thought, I bet there’s lots of cool candle holders’ being made, or that could be made. I then noticed that this person had many different candles and holders around the house, some in each room. So then I figured that people that like candles… really like candles… and buy more that just a couple, sometimes a whole house full.

I then figured that there must be many people that love candles. My next thought automatically said catalog, a catalog with nothing but beautiful and wonderful candle holders. Oh, and of course the candles….candles that burn away.

Some final qualifiers to refine your new product concepts. Does the product fill a need, a basic human desire, or enhance a person’s life in some way? Can you readily identify and reach the people that might buy what you have? Is the total number of these prospects large enough to support the investment or business? Can the products be easily delivered and serviced? And last but not least, does it lend itself to repeat or residual sales?

* The Negative Option Technique is where you send monthly product choices and the customer needs to send in the card if they don’t want to buy it. They have to make a negative choice; they have to say no. If they want it, they do nothing and it will be automatically sent. Invented by Maxwell Sackheim to sell books.