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Promote Your Scottish WebSite

Always include your Scottish website address on business cards, stationery, brochures, print advertising and other literature. This is often overlooked. You'd be amazed how many Scottish business owners either forget to place their website address on their business cards or don't think doing so is all that important. Be sure when printing your Scottish company's promotional and marketing materials, to leave off the http:// part and include only the www.domain.com part.

Be sure to include your Scottish website address in any display or classified advertising that you purchase in local newspapers, regional magazines and more. View your Web site as an information adjunct to the ad, to capture the readers' attention with the ad, and then refer them to your Scottish Website where they can obtain more information and perhaps give you some business. Look carefully at small display or classified ads in the back of Scottish magazines. Sometimes these ads are more targeted, more effective, and less expensive than online advertising. Consider other traditional media to drive people to your Scottish website, such as direct mail, classified advertising, post cards, and so on.

Use your particular Scottish expertise to become an expert in your field and promote your Web site for free. Sign up for Yahoo Answers (http://answers.yahoo.com/) or Google Answers (http://answers.google.com/answers/) and answer questions asked by online visitors. You will have the opportunity to write your Scottish Website address in your profile. This is a great way to gain additional Internet exposure as well.

Ask visitors to bookmark your Scottish Website. It seems so simple, but make sure you ask visitors to bookmark your Web site. Use a text link or graphic on the homepage of your Scottish Website.

Write articles for use in newsletters and other Scottish Web sites. You can dramatically increase your Internet visibility when you write articles about your particular Scottish expertise, and then distribute them as free content for other article directories, e-mail newsletters and other related Web sites. At the bottom of each article written, request a link back to your Scottish Web site and a one-line description of what you have to offer. This is an effective viral marketing approach.

The Long TailThe Long Tail: How Endless Choice Is Creating Unlimited Demand What happens when there is almost unlimited choice? When everything becomes available to everyone? And when the combined value of the millions of items that only sell in small quantities equals or even exceeds the value of a handful of best-sellers? In this ground-breaking book, Chris Anderson shows that the future of business does not lie in hits - the high-volume end of a traditional demand curve - but in what used to be regarded as misses - the endlessly long tail of that same curve. As our world is transformed by the Internet and the near infinite choice it offers consumers, so traditional business models are being overturned and new truths revealed about what consumers want and how they want to get it. The world of books has been transformed by Amazon; the record business has been transformed by iTunes and Rhapsody; a similar transformation is coming to just about every industry imaginable. Wherever you look, modest sellers, niche products and quirky titles are becoming an immensely powerful cumulative force. Chris Anderson first explored the Long Tail in an article in "Wired" magazine that has become one of the most influential business essays of our time. Now, in this eagerly anticipated book, he takes a closer look at the new economics of the Internet age, showing where business is going and exploring the huge opportunities that exist: for new producers, new e-tailers, and new tastemakers. He demonstrates how long tail economics apply to industries ranging from the toy business to advertising to kitchen appliances. He sets down the rules for operating in a long tail economy. And he provides a glimpse of a future that's already here.

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