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           A Home-Based Business Online


           January 20

             Sent to 2,905 subscribers

           Editor: Elena Fawkner
           Publisher: AHBBO Publishing
           Contact By Email


           IN THIS ISSUE

        1.    Welcome and Update from the Editor
        2.    Home-Based Business Idea of the Week - Special Event
        3.    Feature Article - Puffery and Misrepresentation - Know
          Where to Draw The Line To Keep Your Online Business In
        4.    Newsletter Publishing Tutorial - Part 1 - Introduction
        5.    Guest Article - The Best Time to Start Your Own
        6.    Freebies
        8.    This Week's Web Site Pick
        9.    Next Week in A Home-Based Business Online
        11.   Subscription Management
        13.   Contact Information

        1. Welcome and Update from the Editor

        Hello again and a warm welcome to all new subscribers!

        This week sees the start of the AHBBO Newsletter Publishing
        Tutorial (see segment 4).  Part 1 is an overview and
        timetable of what is to follow over the course of the next
        ten weeks.  As you will see it is reasonably intensive and
        I hope it inspires many of you to start your own profitable

        To keep the length of the newsletter down to a manageable
        size, after this week, during the Tutorial I will not be
        running a guest article.  Today's Tutorial segment is short
        though so I'm taking the opportunity to include Tom
        Koziol's thought-provoking article, "The Best Time To Start
        Your Own Business".

        I'd also like to take this opportunity to thank those of
        you who have been referring your friends, family and
        associates to AHBBO.  I've noticed many new subscribers
        have been referred by existing subscribers over recent weeks.
        It's very encouraging to know that you're obviously enjoying
        AHBBO enough to recommend it to others, so a big THANK YOU!

        Remember, this newsletter is for YOU! If you have comments
        or suggestions for topics you would like to see addressed,
        or would just like to share your experiences with other
        subscribers, I want to hear from you! Please send comments,
        questions and stories to Contact By Email


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        2. Home-Based Business Idea of the Week - Special Event

        If you're experienced and clever using a video camera and
        sound equipment, consider special event videos as a
        lucrative sideline.

        Special event videos are much simpler and a lot less worry
        than videotaping a wedding ceremony.  In many cases, you'll
        only need one camera, one microphone, and little or no
        editing.  You'll charge less, of course, but your profit
        margin will be higher.

        You can provide this service to any professional person or
        group - attorneys, salespeople, financial advisors,
        professional speakers - anyone who must give a talk,
        presentation or lecture before a group of people.  Workshops,
        meetings, conferences, reunions, all are potential jobs for

        As with weddings, meet beforehand with the person or
        persons you will be taping, both to get their permission to
        tape them, if necessary, and to get a feel for what they
        specifically want on tape.


        There are many more ideas like this in AHBBO's Home
        Business Ideas page at Home Based Business Ideas

        3. Feature Article - Puffery and Misrepresentation - Know
           Where to Draw The Line To Keep Your Online Business In

        By Elena Fawkner

        Those of us with online businesses know about the "itchy
        finger" syndrome only too well.  Grab the surfer's
        attention within the first 20 seconds or forget it.

        Spend any time at all learning about marketing online and
        you'll be dazzled by the vast array of experts out there,
        all making their invaluable knowledge freely available to
        you.  That's one of the greatest boons of the internet.
        The sheer volume of information that's just waiting there,
        for the taking.

        And so you take advantage of all of this free information
        and being the sponge that you are, absorbing everything
        you can, you soon learn that the way to make a sale is to
        employ the AIDA principle.  Attention. Interest. Desire.
        Action.  Especially action.

        According to the AIDA principle, the first step to making
        the sale is to grab the reader's attention.  There are
        techniques for doing this.  Using certain co-called
        'irresistible' words in the headline of a classified ad
        is a surefire way to get prospects' attention.  You've
        read about them, by now.  They're words like YOU, SECRET,
        REVEALED, EXPOSED and so on and SO ON.

        Once the headline captures the reader's attention, these
        ads are designed to go on to stir the interest and arouse
        the desire of the reader for whatever it is being sold.
        The well drafted internet classified ad focuses on the
        benefits to the reader of the product in question, and
        closes with a call to action.

        So, all you have to do to make the sale is use words that
        are going to get your reader's attention, incite their
        interest, arouse their desire and prompt them to action.
        Not quite as easy as it sounds but the theory is simple
        enough.  Internet Marketing 101 right?  Well, let's
        follow that up with a little Contract Law 101 too, OK?

        In contract law, there is a concept known as "puffery".
        Puffery is a self-evident exaggeration of the properties of
        the thing being advertised and is not intended to be taken
        literally.  For example, "Put a tiger in your tank - buy
        Shell".  No one is seriously going to think that if you put
        Shell gasoline in your car that, hey presto!, you're going
        to find a real live tiger in your tank.  Well, OK, maybe a
        nut would, but the law in this area is concerned with what
        the reasonable person would believe, not the nut.

        The law recognizes that advertisers use puffery to get the
        attention of prospective customers.  So, if someone goes
        to court wanting to sue Shell for breach of contract
        because, although they put Shell in their gastank, they're
        still tigerless, the court's going to throw the case out
        because the "tiger in the tank" slogan was a mere puff, a
        self-evident exaggeration.

        Puffery abounds on the internet as it does in advertising
        offline.  The internet brings a tricky new dimension to this
        area of the law, though.  The internet is still in its
        infancy and tens of thousands of newbies come on line every
        day because they've heard all the get rich quick stories and
        they want their share.

        The internet is not a level playing field as the offline
        world is.  Offline, we all have broadly similar life
        experiences when it comes to judging what is a puff and what
        is not.  On the internet, though, our online experiences can
        vary dramatically from one person to the next.  Who is the
        "reasonable person" when it comes to the online environment?
        Is it the reasonable internet veteran or the reasonable
        internet newbie?  Or is it some reasonable person in

        Think about this.  What do you think when you see an ad that
        says something like "You Can Make $50,000 In 60 Days!"  Is
        this mere puffery?  Remember, a puff is a self-evident
        exaggeration not intended to be taken literally.  As
        obviously outrageous as the "$50,000 in 60 days" claim seems
        to you and me, it is not a SELF-EVIDENT exaggeration and it
        most definitely IS intended to be taken literally, otherwise
        why be so specific as to dollar quantum and time?  Why not
        "Get Rich Quick!"?

        Contrast this with "Turn Your Computer Into an ATM!"  This IS
        an example of a puff.  It is a self-evident exaggeration and
        is not intended to be taken literally.  No-one seriously
        expects that their computer will turn into an ATM just
        because they purchase so and so's new marketing ebook.

        It is therefore obvious that whether a statement like "You
        Can Make $50,000 In 60 Days!" could possibly be considered
        a mere puff depends very much on how internet-savvy you are.
        Anyone who's been online long enough soon learns that these
        sorts of claims are made everywhere you turn and are
        complete rubbish.  So, you recognize them for what they
        really are when directed to the market that you're a member
        of .... puffery.

        But what if you're NOT an internet veteran?  What if you're
        a newbie?  You've heard all the claims about internet riches.
        That's why you came online in the first place, to get your
        share of the action.  The newbie hears the claim and
        believes it.  Newbie forks over $160 to become a member of
        the program that's going to make him $50,000 in the next two
        months.  He has just signed up for your you-beaut XYZ
        Program in reliance upon that claim.  Could he have a cause
        of action against you for precontractual misrepresentation?

        Depending on the law applying in the jurisdiction where the
        contract was formed, you bet!  (You do know that if you make
        an offer to sell someone something and they accept it by
        purchasing the thing from you you've just created a contract,
        right?)  Maybe it wouldn't be considered anything more than
        a puff in your jurisdiction (state or country).  But how do
        you know where your purchaser is located?  How do you know
        what the governing law of the contract is?  Is it where the
        sale takes place?  Where IS that, by the way, when it's
        made electronically and buyer and seller are in different
        countries?  Is it where the money goes to or where it comes
        from?  Is it where the product is downloaded from or to?
        Very difficult, very UNSETTLED questions.

        As an American, you may have just sold something to an
        Australian.  Did you know that if your claim of fabulous
        riches is not a mere puff you may have just engaged in
        deceptive and misleading conduct under Australian law?
        Did you know that the courts of the U.S. can apply
        Australian law and vice versa?

        Want to take the chance?  I hope not.  Don't expose yourself
        or your business to this sort of liability.  Don't make
        outrageous claims.  Sure, you can use puffery to get the
        attention of your prospects, but keep your audience in mind.
        If you're marketing to experienced 'net entrepreneurs you
        have some latitude here.  If you're marketing to absolute
        beginners, be careful.  Tell it like it is and keep the
        puffery to a minimum.  If you don't, your online business
        could very well go up in smoke.


        4. Newsletter Publishing Tutorial - Part 1 - Introduction

        Welcome to Part 1 of the AHBBO Newsletter Publishing
        Tutorial.  Over the course of the next 10 weeks, we will be
        taking an in-depth look at the publishing of email
        newsletters (ezines) as a profitable online business tool.

        An outline of the Tutorial follows

        Part 1  - January 20
        Introduction - Outline and Timetable

        Part 2  - January 27
        Why Publish An Ezine?

        Part 3  - February 3
        Finding Your Niche and Refining Your Theme

        Part 4  - February 10
        Creating Your Template, Formatting Issues and Getting
        Set Up

        Part 5  - February 17
        Building Your Subscriber Database I - Initial
        Subscriber Generation Accepting Free Ads, Announcement
        Lists, Directories and Other Forms of Free Publicity

        Part 6  - February 25
        Building Your Subscriber Database II - Long-Term
        Subscriber Generation Publicizing, Ad Swapping and
        Joint Venturing Your Way to Critical Mass

        Part 7  - March 2
        Delivering Your Ezine Email and Web

        Part 8  - March 9
        Administering Your Subscriber Database - Manual
        versus Automated

        Part 9  - March 16
        Accepting Paid Advertising

        Part 10 - March 23
        The Exclusive Mailing Debate

        Part 11 - March 30
        Beyond Critical Mass

        The Tutorial has been organized into logical sequence so that
        those of you who are keen to start your own newsletters as soon
        as possible can do so in tandem with the Tutorial.  You don't
        need to wait until the Tutorial is over to begin.  Each lesson
        builds on the one before and you can be putting into action
        the steps from the last lesson even while you're reading the


        Next Week  Part 2 - Why Publish an Ezine?


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        5. Guest Article - The Best Time To Start Your Own Business

        By Tom Koziol

        I started reading business opportunity magazines
        approximately 40 years ago. And for the last 40 years, the
        January issues have proclaimed NOW IS THE BEST TIME TO START

        The reasons supporting this bold blast have varied over
        these 40 years as you can well imagine. This year the
        reasons float around the fact we are fat, i.e., great
        economy, low unemployment and an income level allowing for
        disposable dollars.

        Let's say that is true. Does that mean this is the best time
        to start your own business? Well, given this is such a
        monumentous decision the real answer is It depends on your
        state of mind at this point in time.

        But what have you got to lose, right? You don't have to quit
        your job. You don't have to take a second mortgage to
        finance the venture and you don't have to sell your soul.
        Why not go for it?

        Couple this risk free environment with the Internet and
        there is almost no reason why you shouldn't take the plunge.
        As you may already know, the Internet has so much free
        information on starting a business that it would seem like
        the antithesis to not start your own business.

        The Internet's information pool hands you the tools to start
        your own business offline, online or both. The Small
        Business Administration's site alone (http://www.sba.gov)
        could launch any number of different types of businesses.

        Put almost any type of entry into a search engine, and you
        will find some site dealing with the search request. In
        fact, if you had no other tool, search engines could dish up
        enough information to meet the research requirements for a
        Ph.D. on starting your own business.

        Fortunately you don't have to rely on search engines alone.
        The major book sellers are still selling books by the
        volumes (pardon the pun) everyday. Seems information is the
        number one best seller today as 40 years ago.

        Your local library has both books and computers. Chances are
        excellent these computers are also hooked up to the Net.
        Magazines and newspapers are also on the shelves for

        Don't forget the mall. It has bookstores and the bookstores
        have books, magazines, newspapers, CDs, etc.

        Information saturation is the fuel propelling start ups.
        Given the economic safety net, or at least the perceived
        safety, people are stepping out to start up. Even if they
        fail, they accelerated commerce for the time they were in
        business. It is a win-win scenario.

        You can accuse me of becoming brainwashed over 40 years of
        reading now is the best time to start your own business,
        but, think about it, when is the best time? It will always
        be now since yesterday is tomorrow's today.

        Your attitude determines your altitude. If you believe now
        is the best time to start your own business, then go for it.
        Take the first step and don't look back.

        I wish you continued success.


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        8. This Week's Web Site Pick - WebHead Central

        I was referred to this site this week and now I'm referring
        you.  Webhead Central is a comprehensive directory of free
        and low cost resources to promote your website on the

        Well and logically organized, the site is categorized into
        more than twenty different segments making it easy to find
        in one central location what you're looking for and FAST.

        9. Next Week in A Home-Based Business Online

        -> Home-Based Business Idea of the Week: Utility Auditing
        -> Feature Article: Putting the Plan Back Into Your Business
        -> Newsletter Publishing Tutorial: Part 2 - Why Publish an

        11. Subscription Management

        To SUBSCRIBE to this Newsletter:
        Home Business Newsletter

        To UNSUBSCRIBE from this Newsletter:

        If you find this newsletter valuable, please forward it
        in its entirety to your friends, family and associates!

        13. Contact Information

        Elena Fawkner, Editor
        A Home-Based Business Online
        Contact By Email


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