A mass trend has hit the Internet, it sneaked in so subtly it almost went unnoticed.

The problem: The Internet is truly free, there is little or nothing you can’t get for free. Do you write standard fill-in-the-blanks legal documents? I can download them from docstoc. Do you write your own music? I can download via piratebay. Do you create websites? I can get a free one with Microsoft…

This has been damaging for so many industries, but now they’re actually playing the system and making a mint… how?

Solution: Microcharging.

iTunes are fully aware that MP3′s can be downloaded for free, albeit illegally. They came in with low low costs for singles and even less if you buy the whole album. MP3s can be downloaded for 79p! 10 years ago, I could buy a single for around £4 so that’s a big improvement. Who wouldn’t pay 79p to stay on the right side of the law for a track they liked?

Facebook charge for little graphic images, and little adverts. The majority of these cost around $1… it’s pocket money… of course who are the target market?

Digital photo printing generally costs 10-50p per print. 10-50p and the wait for delivery is well worth not having to fiddle with the printer, top up the ink and sort out paper jams, what a bargain.

Nintendo Wii. You can purchase wii points in blocks of 1000 for £7.50. For that you can download games which are now available for free online. Of course you can’t put them on your wii without a small cover charge.

In the US, mobile users pay to receive an SMS message. Twitter are cashing on to this with their mobile alerts (and a cushy deal with the networks. Which is why they stopped in the UK, here the billing is the other way round losing twitter money)

The list goes on.

Do you have something that doesn’t decrease when sold? eBooks, help-sheets, anonymous questionnaire data? These are great places to start as they require little or no action from you per sale.

Naturally this system works on volume, but with the right product(s), 1000 downloads at £1 each… I won’t insult intelligence by showing you the answer… you get the picture. If run through Paypal, your users won’t even have to hunt for their wallets (assuming they have an account)

Is microcharging the missing link in social networking sites? Is it the missing link to Twitter’s fortunes? How else could we use microcharging as individuals or a collective?

As the self-assessment deadline draws closer, thousands of business are being hit with an email, supposedly from the tax office claiming they are owed a rebate. HMRC describe it as ”the most sophisticated and prolific scam” they’ve had to deal with and would like to remind people that HMRC will only ever offer rebates by post.

HMRC are receiving around 500 of these emails forwarded by customers. Taxpayers are being asked either to leave their bank details or to call a premium rate number which will charge them around £6 per minute as they hold for a reply.

From HMRC: “We only ever contact customers who are due a refund in writing by post,” said a spokesman for HMRC. “We never use emails, telephone calls or external companies in these circumstances, and it is very important that anyone receiving it does not reply or provide any personal details whatsoever.”

I know they are not sexy, but hey, if you got them sorted out for your business you would not need to spend fees on lawyers over disputes. We are still building our site and want to offer some free items to display in our contracts section. We believe this will drive more traffic to us as well as offering something useful for propective clients.

What sort of terms would you like to see as free my ideas so far are:

Web site terms of use
Privacy Terms
IP ownership terms of use
Shareholders agreement
Trading terms for the supply of services B2B

Any more thoughts on what else would be useful? We will decide on the top 5 and refresh them every quarter.

Author: Sue McGaughran – LimeOne – Legal Advice, Ecommerce Contracts, Legal Document Shop

Another fantastic website related blog from one of our favourite Copywriting sites; Copyblogger.com. This one talks about the psychology of passive selling, a sales method which all business websites work with no matter how well the website design is done where visitors are anonymous and make the most of that fact. Copyblogger I found fairly recently but after reading from article to article I found much of the content was well worth noting. They state facts and give advice to website owners and marketing alike and make the most of those facts… Anyway waffle over as per article, the blog starts here:

Have you ever stood in a store with something in your hand and then looked up to see if there was a clerk nearby you could ask for help?

Sure you have. We all have. Good help is hard to find.

Companies have been cutting costs by moving towards self-serve more than ever. Depending on where you live, you may have to bag your own groceries, pump your own gas, or bottle your own water.

Put yourself in the mind of the consumer. Consider what happens at that very moment you realize you need help. You were focused on buying two seconds ago, but then something happened—something very important.

Your brain skipped a beat.

“Find someone,” it said.

“Don’t buy. You have questions. Get answers.”

Your focus shifts. You aren’t thinking about buying anymore at all. You were almost ready to shell out your money, but now you’re in search mode. Now you’re seeking answers.

“Hello… Can anyone help me? Anyone at all?”

Now, think about your website. There are no clerks. No sales associate lingers nearby. The store aisles are empty and the cashiers are gone. There is no one who can help – not immediately, anyways.

The copy on your website is the single solution. Useful content mixed with meaningful messages is the only salesperson on staff. If your site content isn’t meeting, greeting, and convincing people, then it isn’t doing its job.

You need more than a website… you need a website that sells.

And to help you sell more, here are seven copywriting tips for a website that operates like a well-staffed store:

1. Get a professional salesperson – Overexcited content full of exclamation marks and sunshine-bright enthusiasm very often has the opposite effect of calm, confident copy. It just doesn’t work well. Tone down the cheerleading and collect your wits.
2. Eliminate the dress code – Calm and collected doesn’t mean bland and boring. It’s fine to show some personality, so get naked with your content. In fact, most consumers enjoy a good peep show (minus the pom-poms, that is).
3. Tell staff to talk less– Readers quickly lose interest in long, verbose paragraphs and end up walking away. No one likes the guy who can’t shut up, after all. Trim your content. Use concise sentences that create impact – not unnecessary fluff.
4. Inform consumers better – Tell consumers about your company. They want to know your story – the way they want to hear it. What makes you special? Why should they choose you? What can you offer more than the competition?
5. Bring in the specialist – The quality of your content reflects on your business image. If it isn’t well written, it isn’t going to help you sell. Do-it-yourself copywriting is fine for people with the skills. But if that isn’t you, then hire a writer to help.
6. Hire a clerk – Make sure people can contact you quickly and easily with a visible contact form. Ditch the coded (emails) supposed (to) cut spam, as well. That just forces consumers to take extra steps to contact you – steps they may not be interested in taking. There are other ways of verifying that a user is human without having to type out badly displayed letters!
7. Don’t goof off on the job – There’s a time and place for playing the class clown. Snagging a customer lead isn’t that time. Give straightforward information, offer a clear message and cut the clowning around.

Ending here, I would also like to mention a related article from the same blog entitled: ‘I don’t care about you’ which in principal states that your website viewers want to find out how you can solve their problem and don’t want to sit reading about how wonderful you say you are!

Identity theft is big business! With the information sharing age upon us, should we take steps to start the information restriction age to protect our online identities from theft? More and more of our business and personal practices are online. We make payments online, transfer and recieve large quantities of money online. Our banks are online. Facebook, Linkedin, Bebo, Ecademy, Twitter users have much of their personalities online. Websites simply aren’t protecting our online identities the way they should be, and the law doesn’t want to know, so we have to take matters into our own hands!

This is by no means a definitive list so please do add ideas into the comments if there’s anything you feel should be added.

Basic steps to protect your identity online:

Passwords:

First and easiest route for online identity theft is the human element; passwords. I can access my business bank account with a single username and password and that scares me, but it doesn’t have to. To obtain this information, an identity thief can use 3 methods:

1. Know what I like and try to guess the password based on my interests, relationships, date of birth. (all of which can be obtained through facebook!)SOLUTION: Do not choose easily guessable passwords (and no S1m0n isn’t much more secure than Simon when using real words)
2. If I use the same password for more than one service, someone gets hold of the password for one system and can access another. This can happen by signing in to an untrusted website where they’re not asking for money but you do need to register. It can happen by a legitimate website being hacked or it could even be overheard or abused when you’re in a hotel foyer, calling home directing your friend or PA into your email to get your booking details.
   
   SOLUTION: Use a different password for different websites.Alternatively use one secure password for the secure sites and lesser passwords for lesser sites. i.e. my business and personal banks have the same password. My hotmail account (used for junk only) and facebook account use another.
3. The Brute Force or dictionary attack uses random characters or known words with and without numbers to keep guessing. This is done automatically and can guess around 10,000 possible combinations in an day. If your password happens to be in a dictionary with or without numbers no matter how obscure, the password will be guessed within a few hours. If you had a long random list of numbers and letters, it could take weeks or even months. Some websites lock out after a few guesses to try and prevent it, but most don’t.SOLUTION: Choose passwords as randomly as possible but it needs to be memorable!

   One tip I’ve heard for helping to keep passwords obscure for both computers and humans is to anacronym it. For example, I could have the password: MWCFMAICFMK based on the phrase: “My wife comes from Mauritius and I come from Milton Keynes” It makes it random but memorable for someone who knows this keyphrase. Add some numbers in there to increase randomness and you’re laughing. The common way is to change similar letters and numbers. (for example the letter i becomes the number one) This can help but don’t rely on it 100%.

   Finished Password: mwcfm41cfmk (12 characters)

Forgotten Passwords

Ok my password is secure. The second route into less secure sites is hitting the ‘Forgotten password’ button. Some ask simple information (mothers maiden name, date of birth etc.) before emailing them to the account in your profile, some just email, some will allow a complete password reset and only email to confirm giving immediate but limited access. You therefore need to protect your mother’s maiden name, and your date of birth. The trouble is that this information isn’t all that hard to get hold of!

Solutions? When you’re asked for your date of birth and mother’s maiden name on non-trusted sites and where lying isn’t going to be called fraud, lie. Use a date of birth and name which means nothing realistically to you but which only you know as being your backup details. This way people who know your real DOB won’t be able to gain access.  Obviously when applying for credit, insurance etc. you have a legal obligation to provide your real details but these tend to be more secure.

Post-it Notes

One of the biggest no-goes in the history of computers! Never, under any circumstances, at all, ever write down your passwords on a post-it note and stick it to your monitor! The back of your desk diary is the second most common place to write it. This can be as helpful as sending a mass email with all your passwords to your friends, IT repairman, next door neighbour’s son who helps you every time you get a virus etc etc etc…

If you need to write your access details down at any point, you need to keep this as secure as the original information. Don’t label it ‘Passwords’ don’t leave it within easy and obvious access from the PC. write the actual password element backwards. Anyone who tried it the normal way will assume it’s out of date and give up. My sheet with the password above would read:

Hotmail:
simon@hotmail.com
kmfc14mfcwm

The Computer :

While we’re working in the office, the next thing to keep secure is the computer. Make sure you have a good anti-virus. AVG is one of the best I’ve ever used in the last 10 years, and they do have a free version for domestic use (http://free.avg.com/) How will this help?

Some of the worse virus’ and programs you can have on your PC are the ones that don’t do anything visibly. Some can sit there logging everything you type (usernames, letters, passwords, emails, credit card numbers) and send them off to the originator to decode. A good virus scan should keep these out and keep you safe.

Some people also recommend lavasoft’s adaware too to run every so often. This helps catch things which aren’t specifically classed as virus’s but can be damaging. Don’t be alarmed when you see the number of things it will find, to be on the safe side, it removes everything which could track what you’re doing including internet cookies which are very limited and don’t really do anything bad besides help record that you’re logged into a site but doesn’t give away passwords. Their free version is here: http://lavasoft.com/products/ad_aware_free.php

The websites

The websites themselves can also be quite weak. When you sign up with a site or make a payment, it’s illegal for the website owner to store your credit card details and certain others without a minimum level of security… but who enforces laws on the internet? Only use trusted websites with a proven track record to give your more private details to.  If you don’t trust them or there’s doubt, signup for a free hotmail or yahoo email address and use that for these sites only. If you’re likely to get one email and nothing more, consider using Temporary Inbox

Facebook

Facebook and other social networking sites can cause a real threat. Just this week, a security threat lead to users details being exposed. (read about the latest facebook security hole here)

The truth is that most data handed out has to have been given in the first place. Try using your secondary date of birth, mother’s maiden name etc. and ONLY put information on the world wide web which you want everyone on the world wide web to see! It doesn’t matter that people can or can’t see your date of birth as all someone has to do is scan through your wall or public messages and look for the abundance of ‘Happy Birthday’ messages from your friends and family and look at the date of posting!

Scam and Spam

Occasionally you will probably receive notifications of account closures or emails requesting you to click a link and log in. DON’T! If there is a doubt, go to the website in question manually, do not use the links provided if you then have to insert your password details. This is known as Phishing. They can divert you to their own website made to look like your bank, paypal etc encouraging you to log in. If you get an email from Natwest requesting that you log in, open your browser, go to www.natwest.com and log in there. According to Sophos, only 1 in 28 emails are actually legitimite.

Making Payments

Many of my clients want to take payments online and always scoff at the idea of offering paypal payments. Paypal is a good system with the buyer in mind.They do have higher than average charges but personally I feel you get value for money. They are at the end of the day, just another website, but they are big enough and their whole purpose of being is around security. Without that, the whole business would collapse overnight!

As I said at the beginning, this is not a definitive list but contains all the most relevent and basic things to know about putting your information online. It’s a lawless society which is slowly dominating our lives and should be treated with care!