Deaf Ministry/ service, lunch, fellowship, Bible study

Hi,

This invitation info (attached) is for anyone you may know in the Chicago area that is looking for a church that has specially trained staff members & events for the deaf. Please invite them as my guest. Services start on Sunday March 1st at 11:00AM and also include a complimentary lunch. They will be run every week thereafter.

Thank You so much,


Bill Hoidas
Consultant Manager Larger B2B/MOTO/Internet Accounts
Product Development Manager
Matrix Payment Systems
(847) 381-3482 office
(847) 381-4289 fax
http://paymentconsulting.net
http://chicago.citysearch.com/review/44659273
http://paymentconsulting.net/adv_funding.html
John 3:16 For God so loved the world, that he gave his only begotten
Son, that whosoever believeth in him should not perish, but have everlasting life.

These days we are facing an economic crisis and need to prepare ourselves more effectively for the recovery – to discover opportunities, identify potential partners looking for opportunities, looking for a reason to hope. Now it’s a good idea to ask: how could my product/service provide opportunities in today’s economic climate?
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great article on web design

Hi,

I think this is a great article on web design. I am a true believer in “web design 101” In other word keep the site simple so your visitors can find what they want quickly, spend their money and be gone. If you want to show the world how clever you are give your visitors the option to click to see your flashes, videos, etc. If you don’t and they have to suffer through things when they are in a hurry they will leave but without buying!

My 2 cents.

Bill

To Print: Click here or Select File/ Print from your Browser Menu.

Article printed from SiteProNews: http://www.sitepronews.com
HTML version available at: http://www.sitepronews.com/archives.html

7 Basics of Good Web Design
By George Peirson (c) 2009

Whether you are just starting a web design project, looking at
revamping an existing site, or just wanting to double check the

usability of your current web site you should consider these 7
Basics of Good Web Design.

These basics are aimed at new visitors/customers; your repeat
customers will be judging your web site on different values.

Just like wearing the appropriate clothes for a job interview,
these basics will help you pick out the “look” of your web site
so that you make a good first impression.

1. Fast Loading Web Site � Any way you look at it, a fast

loading page should be your number 1 concern. The web is all
about speed, fast searches, fast purchases, fast information.
You can’t have any of that with a slow loading page. Ask
yourself this question – have you ever been on Google doing a

search for something important and a link you clicked on didn’t
open up immediately? What did you do? Patiently wait for the
page to open or move onto the next link on the list? My favorite
sites open almost immediately.

So, a few suggestions: Make sure that your images are properly
optimized. Don’t use very many large images, save those for a
different page. Keep any auto-running multimedia to a minimum,
offer links to run media instead. Check your code for anything

else that could affect your page loading times. Since text loads
almost instantly go ahead and use all the text you want, just
keep everything else under control.

2. No Meaningless Splash Page � Do you appreciate a fancy

animation page that doesn’t tell you anything and you have to
wait for before the web site will open? Neither do I. The last
thing I want once I find an interesting site is to wait through
some animation before getting to the first page. This doesn’t

mean that I don’t want multimedia on a site, I do. I just don’t
want an animation before the first page that forces me to wait
for it to finish before getting onto the site. It’s like having
to wait for a salesperson to finish their memorized speech

before you can ask them a question. No thanks! I like animation,
just in the right place and at the right time. Plus, if I am a
returning customer, I will have already seen that animation and
don’t need to see it again.

My recommendation is to use a smaller animation contained in
your main landing page which also includes your main message and
links to the rest of your site. It will make for a faster
loading page (smaller file) and your visitors can go ahead with

accessing your site without having to wait for the animation to
finish.

One final note, never, ever put your logo as the only content
on your landing page with a link that says “Enter Site”. This

just screams Unprofessional and will drive away potential
visitors in droves. The last thing I want to do is to click on
another link just to get into the site. This is a total waste of
my time. I usually will skip a site if I see this.

3. No Annoying Web Gimmicks � Now that you have your visitor on
your site quickly the one thing you don’t want to do is to drive
them away just as quickly. So, don’t put anything annoying on
that first page. No loud background music that makes them

quickly hit the volume control or the back button on their
browser. No flashing animations while they are trying to read
your content. No popup, flyout, expanding ads that cover your
home page. Basically, leave the gimmicks alone until you are sure

that your visitor will stay on your site. Most casual visitors
will leave your site in just a few seconds, no sense on driving
them away more quickly.

Multimedia is great on a web site, just don’t bombard your

visitor with it first thing. If you want audio, then put in a
nice picture with a link, like a picture of yourself with text
saying something like “Let me tell you how to make $50,000 this
month!” If they are interested, they will click on the link and

listen to your message; if they are not interested in audio, then
you should be using a different pitch anyway.

Also, monitor what advertisers are putting on your site if you
sell ad space. I am sure you have seen those ads with the

animated dancing figure, cute the first time you see it. But
after seeing it 10,000 times with every imaginable character I
have added the company to a list I keep of companies I will
never do business with. So their animation has gone from “look

at me” to “you annoy me” in my mind. Ads like these will impact
your visitor’s experience. So even if your site is perfectly
designed, one misplaced ad can ruin all of your hard work.

4. Have a Clear Message � Too many web sites are a mish-mash of

content. This is especially true of blog pages. Certain types of
sites lend themselves to stream of consciousness content, but
most don’t. Make it easy for your viewer to understand what your
web site is about, don’t make them guess. Have a clear topic

headline, followed by clear and concise text. This is also where
a picture is worth a thousand words, but only if the picture
directly pertains to your message.

You want your visitor to quickly understand what your message

is. If they like your message, they will take the time to read
the rest of your page and look around your web site. If they
don’t like your page, then it won’t do you any good having them
stay on your site anyway. So, don’t make your visitors guess,

let them know what you are about quickly and cleanly and you
will have happy visitors. And when thinking about a sales page,
a happy customer is a buying customer.

5. Coordinated Design � This one should be self evident, but it

is surprising how many sites change their design for every page.
You want your visitor to be comfortable in your site and one way
to achieve that is by having a coordinated web design. Having a
consistent logo, using a consistent color scheme, keeping your

navigation in the same place. All of these help to create a
coordinated design. This does not mean that you can’t change
colors or the “Look” on different segments of your site, but if
you do, the changes should not be so drastic that it feels like

you have moved on to a different site.

If you select one place for your logo, one place for your
navigation, one look for your buttons or other common graphic
elements and stick with those then you will be well on your way

to a coordinated design. If you change colors for a different
section, but keep the same logo location, the same navigation
location, the same button shape, then your visitors will not
become lost as they move from page to page.

6. Easy Navigation � Once you have grabbed your visitors
attention you want them to be able to easily move around the
different areas of your web site. This is done with easy to use
navigation. There are three standard, accepted locations for

navigation elements on a web page: along the top, on the left
side, and at the bottom. I will usually put my main navigation
either along the top or along the left side. I will then put
text based navigation at the bottom of the page, this text based

navigation is more for the search engines than anything else,
but it also makes it easy for your visitors to move to the next
page when they have reached the bottom of the current page.

Most people start reading a page from the top left and then

read towards the bottom right. So navigation at the left or top
will be seen as soon as someone enters your page. Also
navigation at the left or top will not move or change position
if the browser window is adjusted in size. The worst thing you

can do is to put your main navigation on the right side of the
page and have your page set for a large screen size. Let’s say
that your page is set for 1024 across with the navigation on the
right, and someone views your page at 800 across, they will not

see your navigation at all. The left side of your page will show
perfectly, but the right side will be hidden outside of their
viewing area. Of course by using floating or popup menus you can
overcome some of these design limitations and keep your

navigation visible at all times.

Unless you know that your audience will enjoy it, don’t use
Mystery Navigation. This is where your navigation is hidden
within images, or spaced around the web page in some mysterious

random order. This can be fun on gaming sites, or social
networking sites, but in most cases the navigation should be
easy to see and easy to use. If you do want to use Mystery
Navigation, I would recommend keeping the text based navigation

at the bottom of the page, just in case.

7. Have a “Complete” web site � And finally, no one wants to go
to a web site only to find that the site is “Under Construction”
and the content they are looking for is not there. These are

words that you should never use. If a section of your web site
is not ready for prime time yet, then simply don’t show it yet.
It is better to have your site look complete and professional,
then to have it look like a work in progress that should not be

up on the web yet.

You can easily tell your visitors that you will be having more
content in the future without having your site look like it is
unfinished. Just use phrases like “Content Updated Weekly” or

“New Products Added Monthly”. Both of these will tell your
visitors that it would be worth their time to come back and
visit later, but neither one will make your site look
unfinished. So no matter how small your web site is, give the

impression that you have taken the time to complete the site
before putting it up on the internet, this makes for a more
professional presentation and a better visitor experience.

In Closing � By following these simple 7 Basics of Good Web

Design you will be well on your way to having an easy to use and
successful web presence. Just keep in mind what you look for
when you first land on a web page after doing a web search in
Google or Yahoo, or other search engine. If you want fast

loading pages, make sure your pages load fast. If you want to be
able to find what you are looking for quickly and easily, then
make sure you have easy navigation. Just keep your first time
visitor in mind, put yourself in their web shoes and make your

web site an enjoyable place to visit and success should follow.
================================================================
George Peirson is a successful Entrepreneur and Internet Trainer.
He is the author of over 40 multimedia based tutorial training

titles covering such topics as Photoshop, Flash and Dreamweaver.
To see his training sets visit http://www.howtogurus.com
Article copyright 2009 George Peirson
========================================

A concise explanation of PCI requirements for merchants-don’t ignore-it can cost you big money!

Unfortunately for merchants with an IP connection but luckily for cardholders MC/Visa/Discover/Amex has mandated that all merchants must be PCI compliant by the end of the year to continue processing. It can be confusing because it’s new and many processors have been keeping their heads in the sand and not telling their merchants even though they will have to or shut the merchant down at some point. The first effective date was October 2008 but MC/Visa can be a several months behind with enforcement unless there’s a fine than they just grab your money right away. They fine the clearing bank which rolls over and immediately pays the fine and than withholds the funds from the merchant until paid. So the non compliant merchant is caught in the middle. Once you’re PCI compliant they presumably can’t fine you for identity theft. I’ve been telling my existing merchants about for over a year.

The scans basically search for all services and all open ports running in the target machine. Our scanning firm of choice has a database of over 24,000 known threats that cross check against the target machine. You can see them here https://my.controlscan.com/threats/. If the terminal is connected via a phone line only, there is no requirement for a scan. The SAQ questionnaire is all that would be needed as long as there are no other storage or devices that use credit card data.

This weekend I was reviewing a bulletin sent out to ticketbrokers from one of the Ticket POS organizations. I noticed that they left out a VERY important piece of information. The simple fact is that virtually all current versions of gateways, shopping carts and POS systems are PCI complaint as far as encryption. However this is not the only place where cardholder identity is compromised. It doesn’t matter how good your POS system, gateway or shopping cart is you still have an IP connection to the internet and the only way to be totally compliant so that your processor doesn’t pass through fines to you from their bank is to have a certified security firm scan your server/computers on an ongoing basis.

The typical charge for a Level 4 merchant which most merchants are is only $149.00 per year. This includes weekly scanning and quarterly reports. Contrary to some claims it is impossible to provide a compliant quarterly scan report with only 1 scan per quarter. Also included in this service is the Self Assessment Questionnaire (has to be submitted yearly for compliance) and Breach Protection. A merchant can pay monthly if they like. The cost is $149/year or $15/month, so you save a bit of money if you purchase an annual membership. As I have mentioned before I receive no commissions or referral fees from them in order to keep the cost down top my merchants. For this price there is absolutely no reason that any merchant using an IP connection to enter cc orders shouldn’t be compliant.

See http://blog.paymentconsulting.net/?s=pci

Additional phase in dates will be 10/01/2009 and 07/01/2010. For exact mandates go to http://usa.visa.com/download/merchants/payment_application_security_mandates.pdf

Bill Hoidas
Consultant Manager Larger B2B/MOTO/Internet Accounts
Product Development Manager
Matrix Payment Systems
(847) 381-3482 office
(847) 381-4289 fax
http://paymentconsulting.net
http://chicago.citysearch.com/review/44659273
http://paymentconsulting.net/adv_funding.html
John 3:16 For God so loved the world, that he gave his only begotten
Son, that whosoever believeth in him should not perish, but have everlasting life.

free materials for your business

Hi,

You can get free materials for your business by using the below hyperlink

americanexpress.com/decals.


Bill Hoidas
Consultant Manager Larger B2B/MOTO/Internet Accounts
Product Development Manager
Matrix Payment Systems
(847) 381-3482 office
(847) 381-4289 fax
http://paymentconsulting.net
http://chicago.citysearch.com/review/44659273
John 3:16 For God so loved the world, that he gave his only begotten
Son, that whosoever believeth in him should not perish, but have everlasting life.

important security info for your IT department from USSS/FBI

Hi,

IFor those of you with computer networks/systems in case your IT department isn’t aware. (attached)

Bill
*** Joint USSS/FBI Advisory ***
PREVENTIVE MEASURES
Over the past year, there has been a considerable spike in cyber attacks against the financial services and the online retail industry. There are a number of actions a firm can take in order to prevent or thwart the specific attacks and techniques used by these intruders. The following steps can be taken to reduce the likelihood of a similar compromise while improving an organization’s ability to detect and respond to similar incidents quickly and thoroughly.
Attacker Methodology:
In general, the attackers perform the following activities on the networks they compromise:

1.
They identify Web sites that are vulnerable to SQL injection. They appear to target MSSQL only.

2.
They use “xp_cmdshell”, an extended procedure installed by default on MSSQL, to download their hacker tools to the compromised MSSQL server.

3.
They obtain valid Windows credentials by using fgdump or a similar tool.

4.
They install network “sniffers” to identify card data and systems involved in processing credit card transactions.

5.
They install backdoors that “beacon” periodically to their command and control servers, allowing surreptitious access to the compromised networks.

6.
They target databases, Hardware Security Modules (HSMs), and processing applications in an effort to obtain credit card data or brute-force ATM PINs.

7.
They use WinRAR to compress the information they pilfer from the compromised networks.

We are providing the following preventive measures. Performing these steps may not prevent the intruders from gaining access, but they will severely impact their effectiveness based on current attack methods.
Recommendation 1: Disable potentially harmful SQL stored procedure calls.
The xp_cmdshell, OPENROWSET, and OPENDATASOURCE stored procedures should be disabled on all databases unless they are explicitly serving a business need within the network.
The xp_cmdshell procedure allows someone to execute commands on a local system from the database, with the permissions of the service account used for the database. The OPENROWSET and OPENDATASOURCE procedures allow one to cause the database to transfer data from the local database to a remote database and vice versa.
The following two steps should be taken to remove the potentially harmful stored procedure calls.

1.
Disable access to the xp_cmdshell functions within Microsoft SQL Server.

Microsoft SQL Server 2000
xp_cmdshell’
EXEC sp_dropextendedproc ‘Microsoft SQL Server 2005
EXEC sp_configure ‘xp_cmdshell’, 0

2.
Remove the “xplog70.dll” file from the server.

If it is necessary to use the potentially harmful stored procedure calls, limit the exposure by applying IP filters on the SQL servers. Assign explicit ALLOW rules to the interfaces for the application the SQL server is supporting. Disallow communication between SQL Server hosts unless an application necessitates otherwise.
Recommendation 2: Deny extended URLs.
Excessively long URLs can be sent to Microsoft IIS servers, causing the server to fail to log the complete request. Unless specific applications require long URLs, set a limit of 2048 characters. Microsoft IIS will process requests over 4096 bytes long, but will not place the contents of the request in the log files. This has become an effective means to evade detection while performing attacks.

1.
Modify “%windir%system32inetsrvurlscanurlscan.ini”

Ensure “MaxQueryString=2048” is present

Ensure “LogLongUrls=1” is present

Recommendation 3: Implement specific approaches to secure dynamic web site content.
Certain measures can be taken to mitigate the risk of these types of attacks by developing a secure code base. The steps below are a few of the best practices for secure coding that will help prevent the attack associated with this incident. Additional information can be found at http://msdn2.microsoft.com/en-us/library/ms998271.aspx.

1.
Replace escape sequences

private string SafeSqlLiteral(string inputSQL)
{
inputSQL.Replace(“‘”, “””);
}

2.
Use parameters with stored procedures

using (SqlConnection connection = new SqlConnection(connectionString))
{
DataSet userDataset = new DataSet();
SqlDataAdapter myDataAdapter = new SqlDataAdapter(
“SELECT au_lname, au_fname FROM Authors WHERE au_id = @au_id”,
connection);
myCommand.SelectCommand.Parameters.Add(“@au_id”, SqlDbType.VarChar, 11);
myCommand.SelectCommand.Parameters[“@au_id”].Value = SSN.Text;
myDataAdapter.Fill(userDataset);
}

3.
Constrain input in ASP.NET web pages

if (!Regex.IsMatch(userIDTxt.Text, @”^[a-zA-Z’./s]{1,40}$”))
throw new FormatException(“Invalid name format”);
Recommendation 4: Install and run authorized Microsoft SQL Server and IIS services under a non-privileged account.
Unless a specific application requires system or administrative level permissions, all instances of Microsoft SQL Server and IIS should run under accounts with restricted user permissions.
Recommendation 5: Apply the principle of ‘least privilege’ on all SQL machine accounts.
The attackers generally create tables into which they store malware or data collected from the enterprise. Unless specific applications dictate otherwise, restrict the capabilities of the accounts used to modify databases on the servers. In particular, remove the ability to create new tables, denying the attackers a means of transporting malware and stolen data.
Recommendation 6: Require the use of a password on Microsoft SQL Server administrator, user, and machine accounts.
Several SQL servers examined had an empty password on the “sa” SQL account. All accounts with access to resources should be protected with passwords or certificates.
Recommendation 7: Lock out accounts on the mainframes after several unsuccessful logon attempts.
Locking accounts and requiring IT support to restore service aids in protection against brute force attacks. This can serve as an early detection of potential security problems.
Recommendation 8: Run the minimum required applications and services on servers necessary to perform their intended function.
Several servers, to include Active Directory master servers, have unnecessary software installed (e.g. Microsoft Office). In addition, ensure that no unnecessary services are running. This includes SQL Server and SQL Server Express on support and other workstations. Should these services be necessary, restrict access through IP filters on Microsoft Windows or through third-party firewall software.
Recommendation 9: Deny access to the Internet except through proxies for Store and Enterprise servers and workstations.
Attacks on victim networks make extensive use of HTTP, HTTPS, and DNS network ports. Denying direct access to the Internet will frustrate and mislead an attacker.
Recommendation 10: Implement firewall rules to block or restrict Internet and intranet access for database systems.
Disallow all traffic outbound from servers harboring sensitive data. Communication to the SQL servers and data warehousing servers should be tightly controlled. Restrict traffic between data centers and stores to essential ports and services only.
Recommendation 11: Implement firewall rules to block known malicious IP addresses.
Firewall rule sets designed to block all ingress (incoming) and egress (outgoing) traffic to the known malicious IP addresses have been put in place. Note that traffic violating the rules should be logged and observed in near-real time.
Recommendation 12: Ensure your HSM systems are not responsive to any commands which generate encrypted pin blocks. More specifically, HSMs should not accept commands that allow plain text PINs as an argument and respond with encrypted PIN blocks.
HSMs are normally used to verify Personal Identification Numbers (PINs), generate PINs used with bank accounts and credit cards, generate encrypted Card Verification Values (CVVs), generate keys for Electronic Funds Transfer Point of Sale systems (EFTPOS), and generating and verifying Message Authorization Codes (MACs). These systems, if accessed by an unauthorized intruder, can provide the attacker the ability to discover the appropriate PIN number for a corresponding credit or debit card. Therefore, in an effort to prevent this, HSMs should be configured to disallow “in the clear” PINs as an argument for performing its tasks.

great advice for issuing refunds

Chargeback Advice – Merchant Returns

Due to the holiday season and a number of refunds being issued, please keep the following information in mind to help protect your merchants.

– If a cardholder is being issued a credit back, the merchant MUST issue the credit to the card originally used.

– If the cardholder says the card is closed, the merchant should still attempt the credit. The system will record a credit attempt was sent to the cardholder to protect them from a potential chargeback.

– If a reject occurs, a credit reversal will be issued and the credit amount will be refunded back to the merchant. They can then go back to the cardholder for an alternate card of the same card type (i.e. if original card was a Visa-use another Visa…Master Card- use another Master Card and so on.)

– If they do not have another card to use of the same type, the merchant should get them to sign off on a form that they are accepting a check refund in place of a credit card refund. The cardholder should sign the form prior to the merchant issuing the check.

– If the cardholder is not able to collect their refund in person, the merchant will need to fax or mail the form. Upon receiving the signed form back, the merchant should then issue the check via signature required mail. Without a signature proof, the cardholder can still issue a chargeback for “refund not issued”.
– Under no circumstances is a cash refund to be issued regardless of what type of card is used.


Bill Hoidas
Consultant Manager Larger B2B/MOTO/Internet Accounts
Product Development Manager
Matrix Payment Systems
(847) 381-3482 office
(847) 381-4289 fax
http://paymentconsulting.net
http://chicago.citysearch.com/review/44659273
John 3:16 For God so loved the world, that he gave his only begotten
Son, that whosoever believeth in him should not perish, but have everlasting life.

Bill Hoidas of Matrix wins Best of Barrington award

Press Release

FOR IMMEDIATE RELEASE

Matrix Payment Systems Receives 2008 Best of Barrington Award

U.S. Local Business Association’s Award Plaque Honors the Achievement

WASHINGTON D.C., December 14, 2008 — Matrix Payment Systems has been selected for the 2008 Best of Barrington Award in the Credit Card & Other Credit Plans category by the U.S. Local Business Association (USLBA).

The USLBA “Best of Local Business” Award Program recognizes outstanding local businesses throughout the country. Each year, the USLBA identifies companies that they believe have achieved exceptional marketing success in their local community and business category. These are local companies that enhance the positive image of small business through service to their customers and community.

Various sources of information were gathered and analyzed to choose the winners in each category. The 2008 USLBA Award Program focused on quality, not quantity. Winners are determined based on the information gathered both internally by the USLBA and data provided by third parties.

About U.S. Local Business Association (USLBA)

U.S. Local Business Association (USLBA) is a Washington D.C. based organization funded by local businesses operating in towns, large and small, across America. The purpose of USLBA is to promote local business through public relations, marketing and advertising.

The USLBA was established to recognize the best of local businesses in their community. Our organization works exclusively with local business owners, trade groups, professional associations, chambers of commerce and other business advertising and marketing groups. Our mission is to be an advocate for small and medium size businesses and business entrepreneurs across America.

SOURCE: U.S. Local Business Association

CONTACT:
U.S. Local Business Association
Email: PublicRelations@USLBA.net
URL: http://www.USLBA.net


Bill Hoidas
Consultant Manager Larger B2B/MOTO/Internet Accounts
Product Development Manager
Matrix Payment Systems
(847) 381-3482 office
(847) 381-4289 fax
http://paymentconsulting.net
http://chicago.citysearch.com/review/44659273
John 3:16 For God so loved the world, that he gave his only begotten
Son, that whosoever believeth in him should not perish, but have everlasting life.

12 people you need to fire!

Article printed from SiteProNews: http://www.sitepronews.com

HTML version available at: http://www.sitepronews.com/archives.html

The Campaign Killers: 12 People You Need To Fire
By Jerry Bader (c) 2008

Sometimes it seems like the hardest thing to do in business is
to get things done: so little time, so many obstacles. And when

it comes to marketing it gets even worse, after all there are
all those administrative details that need to be dealt with,
emails, inquiries, suppliers, and on and on. Finding the time to
devote to creating a sustained, focused marketing effort seems

like it’s near impossible. But the biggest obstacles of all are
some of your trusted colleagues and advisors; you know the ones
I’m talking about, the ones that are a royal pain-in-the-ass.
So lets just call them on the proverbial carpet and fire their

butts; but first let’s check the files and find out who they
are.

File One: Mr. Inertia
Everybody knows this guy. He’s the one who hasn’t had a new
idea in five years. This is the fellow who thinks everything is

just fine the way it is, so let’s not rock-the-boat, everything
is just hunky-dory, thank you very much.

You have to treat your business like it’s a shark: no standing
still, if you don’t keep moving forward, you won’t survive.

It’s a competitive world out there, and in the Web-centric
marketing environment, you’re not only competing with the shop
down the street, you’re competing with the whole world, so
standing still is not an option. Mr. Inertia, you’re fired!

File Two: Mr. Know-It-All
I love this guy, he knows everything, he’s done everything, and
if you ask him he’ll tell you he invented it. It doesn’t
matter what it is or even if it relates to your business, he’s

done it all and seen it all, or so he says. This is Mr.
Know-It-All; he stopped learning, stopped improving, and stopped
listening years ago.

Despite all his self-proclaimed knowledge and insight, this guy

hasn’t contributed anything meaningful to the marketing effort
since a Blackberry was something you ate. Mr. Know-It-All,
you’re fired!

File Three: Mr. My-Business-Is-Unique
We all like to feel that we have created something unique,

something different, something that no one else does. The fact
is business is business; it’s very dangerous to think that your
company is so unusual that it’s irreplaceable, so different
that you don’t need to market, so special that branding isn’t

required, and so singular that positioning is a waste of time.

Don’t be fooled, finding your ‘mark of differentiation’ is
just as much an exercise in marketing as it is an exercise in
product development. Mr. My-Business-Is-Unique, you’re fired!

File Four: Mr. We-Always-Do-It-This-Way
At one point in my career I ran a company that manufactured
photo albums. We had a large competitor who always undercut our
price no matter what we sold our product for. In an effort to

find out how they were gaining this advantage, we cut open one
of their new albums and found that they were using cheap
corrugated cardboard as a stiffener instead of the more
expensive traditional 80-point board everybody in the industry

used.

Our sales manager made an appointment with a major photo chain
known for only buying quality. He made a dramatic presentation
by cutting open our competition’s product illustrating the
superior nature of our product and demonstrating how they were

being duped into buying the inferior junk our competitor was
selling them. The buyer, who was also one of the owners looked
at the products on his desk, uttered an expletive-deleted and
laughed, “Yea,” he said, “but they are cheaper.”

Just because things were done the same way forever, doesn’t
mean that you can keep doing it that way. Keep innovating,
experimenting, challenging the status quo. Mr.
We-Always-Do-It-This Way, you’re fired.

File Five: Mr. Everybody-Is-Stupid (But Me)
This clown’s a real buzz-kill. In brainstorming sessions this
is the guy who shoots down every idea that comes up without
offering any alternatives. If some idea is actually adopted he

immediately begins to try and change it. You’ll usually find
him with a coffee in one hand and a donut in the other, standing
over someone who is actually trying to work, telling them to
move it a pixel to the right or add a little blue or saying

stuff like, “I think it needs a pony, ya add a pony.” This
jerk is like a dog going from hydrant to fencepost depositing
his mark without any purpose or validity other than leaving his
scent. Not only is this guy unproductive, he makes everybody

around him less productive. Mr. Everybody-Is-Stupid (But Me),
your fired!

File Six: Mr. I-Know-All-The-Customers-Worth-Knowing
Hard to believe but this guy does exist. I once called on a
potential client who told me he didn’t need a website because

he knew all the customers worth knowing, all six of them. He was
a manufacturer and he did sell to the six largest retail buyers
of his merchandise but one thing I’ve learned over the years,
you never have enough customers, and as soon as you think

you’ve got them all sewed up, watch out, because every
competitor is out to take them away from you. And as good as you
are or as good as you think you are clients will eventually be
pursued by a competitor offering something better or cheaper.

Never stop prospecting, never stop looking for new business, and
never be satisfied. Mr. I-Know-All-The-Customers-Worth-Knowing,
you’re fired.

File Seven: Mr. I-Know-All-The-Benefits
We all could be guilty of this marketing sin if we’re not

careful. Thinking you know everything that people do with your
product or service is a risky mindset and speaks to a lack of
vision. This guy goes to the appropriate conventions, listens to
all his industry’s experts and reads only stuff about his own

established market. If it’s about something else, he’s just
not interested, and he doesn’t see or understand the
relevance.

The fact is all your customers are people who have lives outside

of business; they all have problems, insecurities, hobbies, and

interests that have nothing to do with business. And they may
have a totally different point-of-view as to what you offer and
how they can use it. You must pay attention to what’s going on

in the world and how people think and react to events and

situations. The market is an emotional and psychological
minefield and you must pay attention to outside forces because
if you don’t you’re limiting your potential. Mr.

I-Know-All-The-Benefits, I’m sorry but you’re fired!

File Eight: Mr. Everything-Is-Bulls@%t
This employee is not just useless, he’s downright destructive;
no matter what marketing plan you’re considering implementing

this guy thinks it’s bull. He doesn’t believe in branding,

positioning, or any form of sophisticated marketing. He doesn’t
believe that psychology or emotion plays any part in the sales
process and is probably the master of wining and dining clients

resulting in the biggest expense account in the company but not

much else. His clients were customers before he arrived and will
probably be there after he leaves unless he pisses them off.
This guy still doesn’t see the benefit of a website and keeps

repeating, ‘it’s just an electronic brochure.’ His answer to

a dip in sales is always the same, to cut prices. Mr.
Everything-Is-Bulls@%t, you’re fired!

File Nine: Mr. I’ll-Get-Around-To-It

Nobody really knows what this guy does. He is pleasant, tells
good jokes, and he most likely is the guy who brings coffee and

cookies to the office for everybody once a week. His desk is
always piled high with papers, files, and binders, and when you

ask him for something he invariably starts to rummage through
this heap of junk ultimately telling you that he’ll bring it

along as soon as he finds it, he’s just been ‘sooo’ busy. It
takes him three days to answer an email, a week to return a

phone call, and at least two weeks to respond to a request for
a quotation. This guy just has to go. Mr. I’ll-Get-Around-To-It,

you’re fired!

File Ten: Mr. Automatic Pilot
This chap believes that the great benefit of having a Web-based

business is that he doesn’t have to work. This guy spent a
considerable sum of money having a bunch of programmers,

probably from one of those offshore sweatshops, develop a
website system that automatically answers emails, fills orders,

and processes inquiries. The only problem is that it doesn’t
matter if a customer has a question or complaint they all get

the same email-response that says they can order even more stuff
they can’t figure out how to use. Mr. Automatic Pilot, you’re

fired!

File Eleven: Mr. I-Don’t-Need-No-Stinking-Creativity
This guy doesn’t believe in any kind of creativity, he thinks

everything is based on rational dollar-and-cents
decision-making. His website lists as many features and benefits

in 48 point red Times Roman as he can think of; he highlights
each point in yellow and underlines them in green with a big

purple checkmark beside each one. He adds several royalty-free
photographs of fake customers with quotations he made-up while

sitting on the john. And just to enhance his special offer page,
he tacks-on a bunch of extra bonus gifts like a useless free

e-book. This guy’s idea of marketing got stuck in the fifties;
so Mr. I-Don’t-Need-No-Stinking-Creativity, you’re fired.

File Twelve: Mr. Get-Me-the-Coast
You run across these types every now and again. I once went to a

meeting with this guy who was the Vice President of Whatever
Mega Corporation. At first glance, he was very impressive,

handsome and tall with a big office and lots of hair, and a
voice made for AM radio. He talked faster than anyone I ever

met. As we made our presentation, he slammed his hand down on
the intercom and bellowed to his secretary to “Get me Johnny on

the coast!” Before I knew what hit me, he’s talking to his guy
in California who’s on his way to his dry cleaner to pick up

his laundry. He asked him a couple of questions as fast as I
ever heard without much reference to anything we were discussing

and slammed down the phone with a thud. I had no idea what we
were talking about or if this guy heard a single word we said.

This guy was the master of taking meetings and impressing
people, but with what I am still not sure. Mr. Get-Me-the-Coast,

your fired!

A Final Thought

The single most important thing about managing good staff or

contractors is that they will only be as good as you let them.
So now that you’ve laid-waste to a staff of deadweight, what’s

next? You need to hire or outsource the right people; people who
are creative, innovative, and talented; people who are

interested in getting things done, whether it’s filing or
creating your next marketing campaign.

================================================================
Jerry Bader is Senior Partner at MRPwebmedia, a website design

firm that specializes in Web-audio and Web-video. Visit
http://www.mrpwebmedia.com/ads, http://www.136words.com, and

http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com

or telephone (905) 764-1246.
================================================================

Copyright � 2008 Jayde Online, Inc. All Rights Reserved.

SiteProNews is a registered service mark of Jayde Online, Inc.


Bill Hoidas
Consultant Manager Larger B2B/MOTO/Internet Accounts
Product Development Manager
Matrix Payment Systems
(847) 381-3482 office
(847) 381-4289 fax
http://paymentconsulting.net
http://chicago.citysearch.com/review/44659273
John 3:16 For God so loved the world, that he gave his only begotten
Son, that whosoever believeth in him should not perish, but have everlasting life.