Rockville Centre

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

In September 1954, I spent four weeks at Brown's Business School in Rockville Centre, Long Island to learn touch-typing. My vehicle was a dowdy Remington office typewriter. Until the mid-1980s, in every office where I worked was the frenetic background clickity-clackity-ding! of myriad typewriters punctuated by ringing phones and the loud voices of busy workers.

I responded to Jerome Whitcroft’s press release announcing a million-dollar speed-typing contest because I was curious to know how my typing skills would rate against the best in the world.

Plus, I wouldn’t mind a piece of the million bucks in prize money.

I sent him an e-mail asking for the press kit, and he responded immediately with complete information.

After spending some time on his Web site and scouting the competition, I sent him a proposal on how he might be able to get some more business.

“On the other hand,” I added, “if you're selling a ton of product and getting rich beyond the dreams of avarice, disregard this correspondence.”

Never heard back.

The more I got into what Jerome Whitcroft was offering, the happier I am he didn't reply.

I think he has a serious marketing problem.

To fully take advantage of search engine marketing, it is useful to know the segmentation potentials of each major search engine. These six tips will help you target high-value customer segments through SEM. Split the landing pages: Search engine optimization pages need to be legible by search engines, while the best-performing pay-per-click pages may use Flash animation or an image with very little copy. Research: Use your inbound organic keywords as a starting point for PPC efforts. Generate content: If a PPC keyword brings high-quality traffic, consider building a portion of your site dedicated to that keyword for organic traffic. Implement microsites: They are

How do you get the most out of your paid search engine marketing (SEM) budget? Rather than purely focus on getting a top position at any cost, Kevin Lee, executive chairman and co-founder of Rockville Centre, N.Y.-based search engine marketing consultancy Did-it Search Marketing, recommends relying on the right mix of analytics and a well thought-out strategy. Presenting at DM Days New York Conference & Expo earlier this summer, Lee set out the following tactics that can make your paid search engine efforts more effective: 1. Base SEM success metrics on the business realities of your operation. Factor in your cost per order; cost per

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