Not all your potential customers are on-line yet, but many are and they could be looking for you right now. In most traditional marketing and advertising programs we as business owners spend money to seek out new prospects and customers. On the Internet those roles are reversed. Our customers and prospects are looking for us. Being successful on the Internet means being easy to find when your customers are looking for you, because you know who they are and your Internet is designed to come to their attention.
Profits are the name of the game in any business.
Too often on-line businesses focus totally on sales generated on their Web site and miss opportunities to increase their bottom line profits by using the Internet for things like lead generation, customer service, technical support, product testing, or research. Any of these activities can be done very effectively on-line, and usually at a lower cost than through traditional methods. A perfect example of this principle is Fed Ex. They don't have a product that they can sell and deliver over the Internet, but they do make money on-line. They do it by providing customer service to the millions of customers that ship packages with them every day.