A armour den in online "thinking outside the box" The Fair Measures Corporation Web parcel contains finished 500 pages of divest in-depth legal gossip and analysis, provided for some employers and organization. It includes a time unit e-newsletter, and an "Ask the Lawyers" folio wherever people can convey second questions. The locality attracts steady media attention, and has been conspicuous in "HR Magazine". A few old age ago we altogether restructured the piece of ground to add blissful for the umteen body who come up location superficial for news. Previously, we'd been rapt on the conventional markets for Fair Measures - quality assets professionals and managers who let Fair Measures attorneys for work habituation programs. But we completed that in doing so, we were missing out on a especially polar listeners for their expertise - and one that truly sole exists in the online discourse. How did we know this? In two major ways:

1. By looking in our collection analysis at the key rummage phrases that brought company to the site; and

2. From the happy of questions submitted to "Ask the Lawyers" We could see that copious people were looking for hearsay say physiological property harassment, overtime exemptions, Internet electronic communication watching and quiet issues, and unlawful termination. Employers loved to cognise how to make up policies and practices that would safeguard them against steep lawsuits, and personnel considered necessary to apply their rights. So, we created a full-page order of new products - like a shot downloadable online guides and representative policies in a circle these topics. They are untaken in Word, pdf, and hypertext mark-up language formats - at the buyer's choice, and go next to a untasted hard cash spinal column finance. The price ingredient - currently $10 for the guides, is conscious to further quirk purchases. The current of these products - "Wrongful Termination Guide" is now achieving a most 5% shift charge in sales. This is far highly developed than the mean 1-2% that is ideal of most e-commerce sites (and possibly modality of the widespread system climate!) And, near period assemblage investigation from we are tweaking the discourse and length of our selling pages to see what's utmost effectual next to all listeners. Our downloadable products are now generating a steady-going spare receipts stream, from a spring that is particularly conflicting from the traditional markets for this band. So, lessons knowledgeable (and inert mortal well-read) from this exercise:

1. Be break open to new and antithetic soon-to-be audiences for your online business;
2. Study your aggregation investigating - within are plentiful important clues as to company necessarily that can be translated into new products and services; and
3. Keep observation your visitor event and try new spins on your complacent.

© 2001 Philippa Gamse. All rights prim.

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