Forget about newsgroup postings, links to other Web sites, and search engines. I want you to think about one thing.

Scuba diving. Have you ever been scuba diving?

I never had. On my recent honeymoon in Belize, I was looking for a service which I knew nothing about...much like your clients approaching the Web.

Walking down the quiet beaches of Ambergris Caye -- built around one of the most amazing barrier reefs of coral and tropical fish in the world --made me want to dive below the surface of the sea and swim in these once in a lifetime scenes.

Considering I'm a land-based pedestrian with no clue about the ocean, this was a problem. Drowning at the bottom of some foreign sea just for the sake of seeing some fish wasnÕt (and isn't) high on my list of things to do. So I started looking for some help.

Every scuba company was doing the same type of promotion. Ads on the beach were offering the same package, location, diving plan, same everything...just a different company. Most of them even had Web sites. Everything I looked at repeated the message, scuba diving at differing prices presented with pretty pictures. Just like the Web!

No one promised the benefit I needed; a safe and fascinating journey with an expert who would make sure I didn't end up gasping for air or becoming lunch for the many sharks and rays that swim that barrier reef. Diving into the sea safely to view the colorful scenery was all I wanted.

Sound familiar to you creating, or selling, Web sites? How could I choose from the many alternatives that all looked and sounded the same?

I visited many scuba shops who all told me when, why, and where they would take me. One store had a huge Jamaican guy who told me his name was "Tar Baby"; he was a native of the island who would take me out and not count the time. He was selling the image of being with a native, relaxing in the reef and swimming with whatever came. I wondered if he could help me dive; I wasn't looking for a marathon, I was looking for a fun, safe, first dive. If I knew what I was doing, his offer would have been good. Then again, if I knew what I was doing I would never have talked with him. I'd do it myself and ignore the time. Image failed because there was no benefit, only the appearance of working with a native islander.

When I was just about ready to give up my search, with all prices and locations being the same (and my fear level increasing), I came upon a place called Adventures in Watersports who showed me HOW they would approach my problem with their solution.

I went to the desk and recited my line about wanting to dive for the first time. Colin introduced himself and suggested I needed an expert. Not just a diver, a personal trainer who would take me safely through the experience. He asked me if I would like to meet David, an ex-Navy Seal who was the best person on the island to help me on my first dive. He suggested that I immediately go to David's office to meet with him and make sure he was the right man.

* I walked into that office and within three minutes yanked my wallet out to give him my credit card. He gave me the exact answers I was looking for, the rest was easy.

My fears were relieved, credibility established, I was ready to dive! Even when we did dive, I ended up losing most of my oxygen by making a rookie mistake; David checked up on me and got me to the surface before it was a problem. Talk about direct response!

David was the only one selling benefits, not image; Colin gave me a direct response to my inquiry by getting me in touch with the expert. Direct response to my question led me to the content, David's expertise; once I met and talked with him -- relieving my anxiety -- the deal was closed.

So what does scuba diving in Belize have to do with the Web? Everything!

Every scuba business was advertising the same way, just like everyone online is going to newsgroups, linking to other Web sites, and registering with the search engines. But to succeed, you have to do more than this; you have to take the next step and create a direct response marketing and money making machine.

We all buy results, not image. We buy when the company or person becomes the expert, or has the best product. A me to you approach is what opens doors on the Web...direct response.

Let's put this into action by learning how to use direct response driven Web sites. All your actions must be built on developing and enhancing continual direct response contact with your target audience. Keep them coming back and make your message the one they rely on.

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