Hook, Line & Thinker newsletter, published by Troutdream Graphics - Vol. 1, No. 2 - May, 2002

Are you happy?

Many people harbor the notion that their website must reflect their business as it is: a snapshot that includes every product and service. Yet, it is possible to use a site to redirect your business by highlighting just one important facet. One of the greatest strengths of the Web is the ability to troll deep as well as cast a wide net. Some examples:

Terry is a skilled architect who has had a lucrative practice designing large traditional homes for well-heeled clients. But over the years she has become increasingly interested in "green" construction - using environmentally friendly materials and energy-saving designs. It's a lot easier to find clients who want traditional homes, so part of the challenge of pursuing her dream is educating the public about the latest developments and techniques in environmental design. Result: She is using her site to build a market for the kind of homes she most wants to build.

For four years, Bill has kept his website going with occasional updates. He sells a variety of electronic imaging systems and still has a core group of customers for his entire line. Recently, one particular product has developed into a real opportunity while the rest of his line has seen falling sales. Rather than squeezing the new business initiative into an old site format that doesn't really fit anymore, we're looking at ways to put this new venture front and center and use it as a springboard to give the whole site a fresh, updated look.

Tom is a skilled contractor who spends his days remodeling kitchens. Is he good at remodeling kitchens? You bet. Is it what he dreamed he would be doing when he started out? Well... what he really dreams of doing is loving restorations of Victorian homes. But, one has to eat after all, so kitchens have become his, ahem, bread and butter. And those clients refer him to friends who want their kitchens done and so on, until that is practically all he's doing. He is planning on using his website to focus solely on antique home restoration. He'll still do other work that comes his way, but the Web is giving him an opportunity to pursue his dream.

I know I tend to go on about setting objectives, but if you haven't given much thought lately to where your business is now and where you would like it to go, you may be missing a golden opportunity to get happy.

Many thanks to everyone for your kind comments on the last (and first) issue of this newsletter. Also please note that TroutDream has a new fax number: 802-609-1292.

If you have a web-related question, drop me a line. If I don't know the answer, I'll find out.

You can find other articles and past issues of this newsletter at http://www.troutdream.com/stories.html

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