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Issue 7 > Cache Closed's web-marketing manifesto.

Cache Closed's web-marketing manifesto.

Jerry Bader lets his alter-ego loose.

Who is Cache Closed and what can he do for you? Cache is a digital construct created to inform, enlighten, and entertain web marketers interested in learning how best to market on the web.

Now don't be alarmed. Cache isn't interested in selling you anything; no e-books, no dvds, no magic elixirs or potions. No sir, just a pixilated-paranoid, pied-piper of ideas and concepts designed to improve your web-business.

The Cache-man has put a little something together he modestly calls, 'Cache's Web-Marketing Manifesto:' ten things every marketing manager, business owner, and sales executive needs to know about business websites.

1 If it isn't working, stop tweaking and blow it up. If what you're doing isn't working, or if it's working about as well as a 1973 Yugo, then it's time to start over.

You can only make so many modifications and adjustments until your site gets a bad case of digital disconnect: a cyber version of Capgras Delusion where the brain can't connect the content to the emotional context.

2 If you're relevant, search engines will find you, it's their job. Isn't it time you stopped chasing the imaginary pot of gold at the end of the Google rainbow, and start thinking of practical ways to connect to your audience.

Search engines are supposed to find you, it's their job, it's what they do, what they get paid for. All this stuff about you can't do this or you can't do that because it's not search-engine-friendly is so yesterday.

If you have something to say worth listening to whether it's text, audio, or video, search engines will find you. And if they're not, perhaps you should take a look at what you are saying and how it's being said.

3 Being relevant means you actually have something to say, something to contribute. Meaningful content doesn't mean a catalog of merchandise that's the same as the six million other guys selling the same stuff.

If all you're offering is an online catalog and order system, all you've done is turn whatever you sell into a commodity and commodity sales go to the lowest seller. Say goodbye to Mr Profits.

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