Get Back to Work

These 4 manuals worth a look for self-starters hoping to make it big on the wild, wide Web
By CHRISSY CLARY and KAREN GALLAGHER
Staff Writers

 Dan Furman's "Do the Web Write" is a self-help book for businesses owners or Web site managers looking to increase the effectiveness of their site.

 The book covers the basics of writing for the Web, suggesting things such as avoiding long tedious descriptions or being overly wordy. And while the information in the book is viable and accurate, giving a good basic lesson in optimizing content to increase searchability, Furman himself could have benefited by taking a bit of his own advice.

 Furman's book carries a tone that sets the author as superior to seasoned writers. His own Web site boldly touts: "You'll also learn that your English teacher was probably full of it, and likely did you more harm than good (which Dan will undo). That's worth the ($19.95) price alone."

 Such attitude quickly became tiresome, distracting from the good advice and lessons about writing that is buried in the text.

 "Marketing in the New Media" by Holly Berkley reads slightly like a college textbook, but is overall a quick and informative read.

 While this book is no gripping novel, it makes a great reference when planning or enhancing your online marketing strategy. Berkley demonstrates a strong grasp of new media and suggests solid tactics for putting it to good use in your marketing plan.

 It is important to note that the author does not suggest total abandonment of traditional marketing tactics (print, radio and TV ads). "In order to create a successful campaign you can no longer choose new media or traditional ad campaigns, you must incorporate both," Berkley writes.

 This book shares case studies demonstrating ways to create synergy between online and off-line marketing tactics by merging old and new media.

 Berkley also stresses the importance of communicating with your target audience using the latest social networking techniques and shares strategies for incorporating this into your marketing programs.

 This book is well worth the $18.95 price tag.

 In the "Start & Run" series is "Desktop Publishing Business." For a beginner who's thinking about striking out on their own, author Barbara Fanson offers a lot of practical advice -- not so much about desktop publishing, but about starting up and running a business.

  From evaluating yourself to marketing your business, Fanson offers step-by-step development, plus checklists and usable forms (production order forms, agreements, model releases, price estimates, quotations, printer instructions).

 Fanson's strengths, however, come out best in the chapters about project procedures, working efficiently and dealing with suppliers, when she calls on her own experiences as a desktop publisher. Readers will not help but notice that the final chapter, The Future of Desktop Publishing, truly dates the book, which was updated in 2004 but still is full of good information for a newbie.

 This second edition comes with a bonus CD, included in the $15.95 purchase price.

 Author Gerhard W. Kautz presents "Internet Research Business, " his specialty in the "Start & Run" series.

 For anyone who has ever done research on the Internet and thought of starting their own research business, this is the book to read from cover to cover to help cement your decision to proceed -- or not.

 Kautz starts out with advice on choosing your specialization and takes you through the assessment process. He then goes into detail about everything from developing your business plan to project estimating. His in-depth approach to getting the contract, project management and actually doing the work is a must-read. From starting up your company to exiting it (with a profit, of course), is what Kautz's book is all about. It also contains examples and includes a useful, detailed appendix.

 The CD that comes with this book, $21.95, contains samples and blank forms ready for Windows users.

 All four of these books, 140-150 pages in 8 1/2- by 10-inch format, paperback, and costing from $15.95 to $21.95, are from Self-Counsel Press and are available for purchase on the Web at self-counsel.com and amazon.com

Posted via email from Yellow Door Media