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Promotion Is Everything
Let's start from the beginning. Anybody can put a Home Page on the Internet. But having a Home Page (the site where your advertising message of any length is available to prospects) is not necessarily a sign of intelligence. These days, thanks to services like mine, your Home Page can be available on the Internet within 24 hours. That's all very well and good. But what then? Just as in real estate the three crucial variables are "location , location, location," so for the success of your Home Page they are "promotion, promotion, promotion." Thus, Lant Home Page Rule #1: "Don't even think of running a Home Page until you know how it's going to be promoted." Which brings me to Lant Home Page Rule #2: "The easiest way to promote your Home Page is to be part of a Mall, which promotes your Home Page along with all the others it offers."One of the daftest things people new to the Internet do, is take an individual Home Page that's unconnected to everything else, sit back and await El Dorado. It never happens. Doing this is like owning a little planet in a galaxy far, far away and hoping against hope that a bus-load of free-spending tourists will select your hostelry as the place to unload their money. Friend, it just ain't gonna happen. Hence the sense of connecting with a Mall.A Mall is ordinarily a place where a group of people promoting a similar theme (like science fiction or, in my case, business opportunities and financial investment) get together, They understand they're a lot more promotional impact if they all work together to promote both 1) their individual Home Page in the Mall and 2) the Mall overall, than if they work alone. That's smart thinking... but it needs to be refined.

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