You must consider the two types of Internet solutions: the local YP Internet that mirrors the printed directory or the general, all-purpose web that links everyone globally. There are distinct advantages and disadvantages to each.

Starting with the local search, I assume you are targeting your regular customers that would normally use the paper directory. There, you list yourself as you would in the book, covering all headings and perhaps opting for a more visible banner-type ad under the main heading. There you could use a PPC program or other way of gaining market share. You go after local business but could still attract users from anywhere within the region, looking for your particular service or product.

On a larger scale, the entire Internet in its totality offers a unique opportunity to reach everyone on a global scale. You might have a product that is needed by someone thousands of miles away. Sears built an empire on that very concept. It mailed catalogues to farming communities that had no local department store and became a lifeline for consumers that had no other way of buying needed merchandise without traveling huge distances. They sent the advertised products right to their doorsteps. You can make your site into a catalog of products in the same manner. Consider the potential of selling parts or accessories for standard appliances. Many manufacturers refer customers to their local dealers anyway. Capitalize on that fact and establish a presence where people can turn for help. If you are dealing in shipped items, does it really matter how far they're sent, especially if the shipping cost is paid by the consumer?

Think outside your region when working with the net. Understand how many visitors from every corner of the nation are using the web to solve their problem. They don't care where the answer comes from, as long as it's available. The Internet has made us all closer and more accessible than ever. I doubt if someone needing a part for a bicycle cares whether you're down the street or across the country if you can send it out within a reasonable time. On the net, addresses become irrelevant.

Speaking of global, how's your Spanish? Not so good? Well, thankfully, it doesn't really matter. Just remember the Hispanic market. You can easily get an inexpensive translation of your site and sell to that segment in the same way you do to everyone else. Consider how little it costs to offer a product to them an

d the potential return on investment. And the great part is that the money generated can be summed up in a universal phrase: additional profits. So whether the family is in Phoenix, San Diego, El Paso, or Tucson, they are still consumers and would welcome a site that caters to their needs.

So, in recapping your situation, is the YP Internet going to help build your business? If, as I stated, if it's a cyber clone of the paper product and you are advertising already, it behooves you to have some type of presence and track the results. Whether you use a common "counter” that records visits or a "mention this site” approach, track the response. Understand that the counter method merely tells you that someone clicked on your site or home page and nothing more. More sophisticated devices can record page views and hits. Either way, they don't guarantee that the user will buy your service or contact you.

The bottom line is the bottom line. People and businesses are making millions off the net everyday. Ever heard of Ebay? The Internet is a tool for both you and your customers. It's one more way they can communicate to you and you to them. It's rapidly expanding, it's relevant, and it's interactive. Most importantly, it's not restricted by time or space: it's used 24/7 and can provide unlimited information regarding products and services. I'm a big believer in its power and scope. So, for any businessman who's been reading this far, it's incumbent upon you to join the Internet world or begin to market the site you already have. After all, time and money is clicking away.

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