When you're hunting online for a roofer, bicycle repair shop or optometrist, one of the first screening criteria you use when looking at web sites is "Are they nearby" You want that question answered in the first five seconds after landing on a company's site

A lot of my clients shrink from using hype in their marketing messages Hype is a style of overexcited, exaggerated writing that can fire up the eager reader, but at the cost of trust or credibility in the eyes of someone who is temperamentally or professionally skeptical

Too bad you couldn't hear my exasperation when I read the following by a veteran Internet marketer: "You should convey your information in the least amount of space through the medium most of us respond to best: video Everyone naturally gravitates toward video