They know that the internet is the fabled El Dorado where the rivers run gold and cash is common as dust-bunnies. Leap before you look, quoth the lemming. It's okay to work in your underwear in your partially remodeled basement as long as everyone thinks you're in a suit in a high-rise on Success Avenue. It's NOT okay to broadcast your slovenly habits to the world at large via ill-formatted email, poor spelling, sloppy grammar and inept punctuation. Most of you have been disabused of the myth that all you have to do is put up a Web site and the world with beat a path to your door.
Web marketing is no less work that marketing in any other arena.
The Web is so new, and each of our businesses so different from each other, that no one has it all figured out. Constant experimentation is the only way to maximize your business on the Web. And constant experimentation requires that you bring your updating function in-house. Wilson 4 Elements of a Web Marketing Philosophy , Web Marketing Today, 31. A Web site that uses aggressive marketing pitches, for example, may appeal to people with assertive personalities, but it will turn off more timid sorts.