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The World's Most Usable Web-sellinge-zine featuring original articles that will boost your sales on the Net.

Written by
Ken Evoy, M.D.
President of SiteSell.com

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Special article by Dr.Ken Evoy.

So There I Was,
Just Minding My Business,
When...

I just finished reading Seth Godin's new book, "Free Prize Inside," for the THIRD time. Super little book. Seth is perhaps THE most interesting thinker in the world of e-commerce. I've read all his books. This is his best book, by far (perhaps because I'm USING it?).

I gulped it in one sitting. I read it again a couple of days later. Then I dog-eared it to death.

Four phrases hit me like the New England Patriots' front line (if you are not an American football fan, that is VERY, VERY hard -- it almost HURT!).

Back to Seth's "BIG FRONT FOUR" that knocked me for a loop...

"Focus on the unsatisfied."

"Make An Invisible Service Visible."

"The free prize transcends the utility of the original idea."

"When you identify what's broken among your competitors, you've found a free prize."

When I read the above, a light bulb literally went on.

Eureka.

I knew we had the best small business product in the world.

I knew how our customers react to Site Build It!.

But visitors don't know it.

And we were communicating what SBI! *DOES*... success.

Now... success *IS* a benefit, of course. And we prove success like NO other company does. And believe me...

The other companies WOULD if they COULD.

But Seth's terrific book, "Free Prize Inside," pushed me to go to the edge. And I did, right to the ultimate statement of what SBI! *MEANS* to small business people...
http://

specialprize.sitesell.com

As a doctor, I fondly remember our bulletin boards full of photos and thank you cards from patients whose lives we'd saved in the ER.
It was the same in the neonatal unit.

I always felt that our Case Studies site was like that... sitesell case-studies

But people are in a hurry on the Net. We needed a VISUAL metaphor to capture the special free prize inside SBI! the sense of freedom, self-reliance, joy of living, passion... all the THINGS that REALLY matter.

Each of these powerful feelings is indeed EXACTLY what SBI!
*MEANS* to people. They are exactly what NO OTHER PRODUCT from any other company in the world can ever mean.

Seth Godin was absolutely right. I'm repeating the fabulous FRONT FOUR, with short commentary this time...

"Focus on the unsatisfied."

COMMENT: SBIers THRIVE. 99+% of online small businesses die.

"Make An Invisible Service Visible."

COMMENT: Take a look... specialprize.sitesell.com It's visible NOW. :-)

"The free prize transcends the utility of the original idea."

COMMENT: Yes... specialprize.sitesell.com Passion, priorities, family, living life, recognition... They all transcend "mere" success.

"When you identify what's broken among your competitors, you've found a free prize."

COMMENT: B-B-B-B-B-BINGO!

Small business online is "broken." Period.

Millions of small businesses churn from 1&1 to Hostway to Rackspace to Yahoo! Small Business. Stick a $4.95 domain name in front of their noses, and off they go, down another wrong road. They lose a year of their lives, F&F'ing (Flailing and Failing). And then, FINALLY, they are ready for the ONLY message that really COUNTS... specialprize.sitesell.com

B-B-B-B-B-BINGO!

For the first time, EVER, we have actually identified what Site Build It! *MEANS" to people. And now, you can, too. specialprize.sitesell.com

Written by Ken Evoy, M.D.
President, SiteSell.com
(c) copyright 2005

SiteSell.com

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