Take Action Now	1 \| 2 Create Your First Book: Part 6 Don't Dumb it Down As you create your e-book, let your message and your technology always speak to the highest level of your audience. Don't dumb it down to a lower level. I just completed working with the Information Systems and the Forms departments of a 5000 member corporation to create a dynamic PDF application form that is loaded with unique features. In the process, we faced what looked like a tough decision. All these great new state-of-the-art features made it so that the form could not be opened on a computer that had a lower version of Adobe Reader than 7.0. We set up a test computer and found that you had to have Windows 2000 or above to load Adobe 7.0. Should we take the new features off the form and dumb it down to Adobe 5.0? After all, our audience is 10s of thousands of applicants annually from throughout Oregon, Washington and around the world. Some were saying, "Dumb the form down: strip away the dynamic features." Dumbing a document down goes against everything I believe and have found true in my career. I have always operated on the principle that if you communicate to the highest level of your audience, you retain their attention and stretch the ability of the others. True in speaking and teaching. True also in technology. So I requested a study on user computers, and we discovered that only 1% of all people do not have access to Windows 2000 or above. Good decision not to dumb down. I faced the same decision with the new e-book I am writing. Some of the multi-media technology in my e-book works only in the latest version of Adobe Reader. I'm going to include that technology and reach for the highest in my audience. Technology is advancing so quickly that if you reach for the highest today, it will probably be "current" tomorrow, and not obsolete quite so soon. If you "dumb down" to the lowest common denominator in your audience, you will likely be left in the dust. How is your marketing speaking to the highest level of your audience? I've gathered some amazing tools on the tools page of SuddenlyInSite. One vendor that I have mentioned a lot recently, offers some incredible plug-ins to support you Internet marketing, transforming "so-so" presentations into "spectacular". It's all about presenting your message over the Web in the most impactful way. To your success and significance, David Smith, President, www.SuddenlyInSite.com P.S. Forward this article to a business associate. They can register to receive this free Marketing tips e-zine at www.SuddenlyInSite.com I appreciate your comments: davidsmith@definewrite.com ********************** Contact me to arrange a quick, but very effective marketing assessment. Benefits to your business: A more compelling image in the marketplace More business contacts and clients Greater conversion of contacts to clients Creative packaging of your current products and services Discovery of new market opportunities Greater clarity of your marketing goals and process More influence for your team (internal marketing within your corporation) Includes two consultations and a one-page outline marketing assessment. David Smith (503) 816-9665 davidsmith@definewrite.com ******************************** Try email marketing. It's fast, easy and inexpensive so you can communicate with your market audience on a regular basis and stay "top of mind" to them. I use iContact. It has all the features you need: Contact management, ability to create and format emails, blogs and RSS feeds, autoresponders for series, a sign-up form for your Web site, excellent training in how to use the tool and more. Please take a look at this powerful tool. It is central to a successful email marketing program. Don't try to patch your email marketing together with Outlook or some other less powerful program. It simply won't work. ***************************** PS: SuddenlyInSite's Top 10 Internet Marketing Strategies--the e-book--will blend the newest technology with an impactful message to create a multi-media presentation. It is now in the final formatting stage! I've added exercises, 30, 60 and 90 day step-by-step strategic plans, and a monthly marketing calendar. It's an awesome tool to help business professionals grow their client lists using the Internet. Until next week! 1 \| 2
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Create Your First Book: Part 6

Don't Dumb it Down

As you create your e-book, let your message and your technology always speak to the highest level of your audience. Don't dumb it down to a lower level.

I just completed working with the Information Systems and the Forms departments of a 5000 member corporation to create a dynamic PDF application form that is loaded with unique features. In the process, we faced what looked like a tough decision. All these great new state-of-the-art features made it so that the form could not be opened on a computer that had a lower version of Adobe Reader than 7.0. We set up a test computer and found that you had to have Windows 2000 or above to load Adobe 7.0. Should we take the new features off the form and dumb it down to Adobe 5.0? After all, our audience is 10s of thousands of applicants annually from throughout Oregon, Washington and around the world. Some were saying, "Dumb the form down: strip away the dynamic features."

Dumbing a document down goes against everything I believe and have found true in my career. I have always operated on the principle that if you communicate to the highest level of your audience, you retain their attention and stretch the ability of the others. True in speaking and teaching. True also in technology. So I requested a study on user computers, and we discovered that only 1% of all people do not have access to Windows 2000 or above. Good decision not to dumb down.

I faced the same decision with the new e-book I am writing. Some of the multi-media technology in my e-book works only in the latest version of Adobe Reader. I'm going to include that technology and reach for the highest in my audience. Technology is advancing so quickly that if you reach for the highest today, it will probably be "current" tomorrow, and not obsolete quite so soon.

If you "dumb down" to the lowest common denominator in your audience, you will likely be left in the dust.

How is your marketing speaking to the highest level of your audience? I've gathered some amazing tools on the tools page of SuddenlyInSite. One vendor that I have mentioned a lot recently, offers some incredible plug-ins to support you Internet marketing, transforming "so-so" presentations into "spectacular".

It's all about presenting your message over the Web in the most impactful way.

To your success and significance,

David Smith, President, www.SuddenlyInSite.com

P.S. Forward this article to a business associate. They can register to receive this free Marketing tips e-zine at www.SuddenlyInSite.com

I appreciate your comments: davidsmith@definewrite.com

************************

Contact me to arrange a quick, but very effective marketing assessment. Benefits to your business:

A more compelling image in the marketplace
More business contacts and clients
Greater conversion of contacts to clients
Creative packaging of your current products and services
Discovery of new market opportunities
Greater clarity of your marketing goals and process
More influence for your team (internal marketing within your corporation)

Includes two consultations and a one-page outline marketing assessment.

David Smith (503) 816-9665 davidsmith@definewrite.com

************************************

Try email marketing. It's fast, easy and inexpensive so you can communicate with your market audience on a regular basis and stay "top of mind" to them. I use iContact. It has all the features you need:

Contact management, ability to create and format emails, blogs and RSS feeds, autoresponders for series, a sign-up form for your Web site, excellent training in how to use the tool and more.

Please take a look at this powerful tool. It is central to a successful email marketing program. Don't try to patch your email marketing together with Outlook or some other less powerful program. It simply won't work.

*******************************

PS: SuddenlyInSite's Top 10 Internet Marketing Strategies--the e-book--will blend the newest technology with an impactful message to create a multi-media presentation. It is now in the final formatting stage! I've added exercises, 30, 60 and 90 day step-by-step strategic plans, and a monthly marketing calendar. It's an awesome tool to help business professionals grow their client lists using the Internet. Until next week!

1 | 2