Soft Touch Creations Q&A Overview for Prospective Web Advertisers

What is the Internet?
In simplest terms, the Internet is a wire that connects more than 4 million computers around the world. A common language or protocol is used by all the computers to talk to one another across the wire.

Who owns the Internet?
No one owns the Internet. Instead, lots of companies, organizations, and schools each own a small piece. Typically, each piece consists of one or more computers at a particular site and a wire that connects up with the “guy next door.” So, simply put, to “get on the net” all you need is a computer, some software that “speaks the language,” and a wire that connects your computer to any point on the existing Internet wire.

Who uses the Internet?
There currently are over 40 million people worldwide accessing the Internet. A good majority of those people are young professionals and college students. But, the make up is quickly changing towards a balance across all demographics as online services like America Online offer Internet access to their customer base.

How do America Online, Prodigy, etc... fit in?
These are online computer services. They really aren’t networks at all. They have lots of dial-in phone lines essentially all going to their main computer. The large variety of choices they offer, in a way, mimic the Internet. Yet, each service is like its own self sufficient little island – a tiny subset of a much larger picture.

How can surfing the Internet be free?
It just seems “free” because everyone chips in and pays for the upkeep of their little piece. In return, they can travel down the wire to anywhere in the world at no additional cost. Remember, it’s a wire, not a service.

What information can I find on the Internet?
Almost anything imaginable. Text, pictures, audio, video, programs, data, encyclopedias, novels, research papers... And, more and more is coming everyday! Some estimates suggest there will be a 10-fold increase in the available information this year alone!

Where is all this information stored?
Small portions are stored on computers all around the world. Each computer site determines what kind of information it wants to store. That information is then given special “public access” status so that anyone can look at it.

How is the information organized?
Until recently, not very well. Various tools have been around for years, but you needed to be very computer literate to use them. Now, a new development called the World Wide Web is making great strides towards both organization and ease of use for the rest of us.

How does the World Wide Web work?
The World Wide Web’s user-friendly graphical interface, called a web browser, uses web pages and hyperlinks to present information to the viewer. Web pages are typically a combination of text and graphics. Hyperlinks are highlighted text and image components that, when selected, display other web pages. The interface is very similar to the help screens that are now so common within Windows and Macintosh software. When you move the arrow cursor over a highlighted area, the arrow turns into a hand. Press the mouse button and the hand leads you to a separate page of information about the highlighted subject.

How do I use the Web to locate information on a specific subject?
There is no single huge worldwide index or table of contents. Even if there was, things change so fast it would be continually out of date! To make finding information easier, new search tools are being created all the time. Currently, the most powerful search tools are called robots. Basically, robots run around the world looking at web pages and build huge reference tables. For information on a certain subject, you do a search for keywords related to that subject. You are presented with a list of all the documents in the world that contain those keywords along with an excerpt from each. You can then decide which documents to retrieve.

Sounds good so far, how do I “get on” and what will it cost me?
There are two main reasons for “getting on” the net. You either want to access information or you want to provide information. As a Web advertiser, you will mainly be providing information. You may also want to access information. Let’s handle each case separately.

What do I need to access web information?
You’ll need a modem (preferably 14.4k baud or higher), a SLIP/PPP access account from a local access provider, and graphical web browser software (like MS Internet Explorer or Netscape). The SLIP/PPP software allows the local access provider computers to route your incoming telephone call to the Internet wire such that it appears that you are directly connected. Additionally, access providers offer many other services and software that may also interest you including e-mail, news, telnet, ftp, gopher, wais, etc...

How much does access cost?
This primarily depends on the local access providers in your area. Full service, unlimited access is usually not more than $15/month. In unsaturated markets, service can be over $100/month.

Do I need access to advertise on the Web?
No! Soft Touch Creations can handle everything for you. In fact, to advertise on the Web, you don’t even need to own a computer! In fact, HarborCountry.com is an advertising agency right here in Harbor Country which comes highly recommended for promoting your business on the World Wide Web.

What do I need to provide web information?
The information you wish to present needs to be formatted as web pages. These pages must then be placed on a web server. Web servers are special computers that store and transmit your information. They allow public access 24 hours a day. This allows anyone to look at your web pages anytime.

Where do I get web pages?
Soft Touch Creations Home Page Authoring provides complete solutions to fit every need and budget. In addition, We maintain strong affiliations with other power players in the Internet community. For you, this means leading edge solutions for your most challenging ideas.

How much does it cost to create web pages?
The cost is minimal compared to traditional advertising, usually under $100 per page. See our pricing guide for the specifics.

How much does it cost to have web pages on a web server?
Think of this from the computer’s perspective. First, you must rent disk space to store your information. Second, as people around the globe access your information, the computer expends processing power to transmit the pages to the viewer. Our local Service Providers price is typically $25 per month.

How will people know my information is out there?
We create your pages with special category information and then blast announce them to the world. This involves knowing about all the most popular searchers/robots and how to inform them about your pages. Once the robots know, then everyone with a web browser anywhere in the world can find your information.

How much does it cost to announce my information to the world?
Soft Touch Creations offers various levels of blast announcing that range from $100 to $250. The cost difference is directly related to the time it takes to spread word about your pages throughout the world. Compared to the $1000s paid for traditional advertising, this is quite a value.

Can I make changes to my pages after announcing?
Yes, this is the beauty of Web advertising! Nothing is fixed like in traditional advertising. Web pages are flexible and dynamic. Updated pages are instantly available to the whole world.

What if everyone looks but no one buys?
This is highly unlikely, yet until you grasp why Web advertising works, this will seem a major concern. Understand that with so much information out there, people only seek what they desire. Therefore, if your information is categorized correctly, everyone looking at your pages will at least have some interest in what you have to offer. This results in an incredibly high viewer to buyer ratio compared to traditional advertising.

How will my customers place orders?
There are many options from which to choose. For example, your pages can simply inform the customer to call your 800 number. Alternatively, you can present a form that the customer fills in on the screen. When they press the button to submit their form, the web server forwards the order to you via e-mail or fax. Online credit card verification is even available!

Who has been successful advertising on the Web?
This seems to be the best kept secret in the world. Web advertising is so successful, people doing it don’t want their competition to find out! Still, there are some publicly known examples. One major fresh cut flower distributor announced that their sales doubled in the first month and have been “growing” since! A world famous rock music group reported $2 million in merchandise sold over the Internet in a single year!

What’s my next step?
Contact Soft Touch Creations! Based in New Buffalo, Michigan, U.S.A., we can be reached by e-mail at stc@harborcountry.com, through the World Wide Web at http://www.harborcountry.com/guide/stc/, by Telephone at (269) 469-2095 (eastern U.S.A.), or by Fax at (269) 469-7347.