Profiles in the Press On this page you'll find useful quotes of mine that have appeared in Business Week, the New York Times, BottomLine Business, DM News, Ad Age and other trade and general media outlets. Mixed in are a few reviews of my best-selling book "Essential Business tactics for the Net" which has been translated into Spanish, Chinese, and Korean. Wall Street Journal January 2002 "The good news is your competition's kimono is more open than ever," says Larry Chase, publisher of Web Digest for Marketers, an online newsletter. "The bad news is, so is yours." Internet World July 2001 "People are like wet sponges now. They can't absorb any more. Therefore, the process of branding has become much more difficult." BottomLine Business February 2001 "Internet businesses that went under last year did so mainly because they lacked a clear purpose for their online presence… or expected profits to come before their startup capital ran out. Don't abandon the web completely because of these failures. Marketing is not the only reason to go online. Even if you sell nothing at all, a website can be a plus if it can generate leads, disseminate product information or serve as a venue for training or meetings. CBS Marketwatch Radio Sound Byte March 2001. BottomLine Business interview January 2000 "Your website can be the centerpiece of your online marketing effort, with email as the most powerful way of guiding prospects to that site. With email, your effort is active. You decide which prospects you want to reach…(assuming you have their permission) when you want to reach them…how often to reach them, and the targeted message you want them to receive." "I don't expect someone to sign up for my consulting services the first time they receive my email newsletter. I just want to put myself on their radar screen so when they're ready to buy they know who I am." Business Week November 14th 1994 "You've got to bait the Cyberhook." Chicago Tribune April 17th 2000 "I created Web Digest For Marketers for me. I needed it. Apparently now, a lot of other people do too." Silicon Alley Reporter " For those entrepreneurs ready to bare their fangs to the business world, a good round of ammunition may be Larry Chase's "Essential Business Tactics for the Net." "…although Chase does add that smart businesses should also 'spy' on themselves by lurking at relevant sites to troll for response, his predatory directives are at best carnivorous, in the most 80's sense of the word. Indeed it is a very Reagan-era mentality that tints the pages of 'Essential Business Tactics for the Net.' Whether leveling with the reader, or holding aces close to his chest, Chase has given up a wealth of valuable resources with this book." The New York Times "The web is a great way of finding leads, right in your office, without burning shoe leather. For most, the web is a networking tool that will put you in touch with interested parties." Sales & Marketing Management Magazine "In his book, Chase offers the key to a website's success…that key is how well you use a visitor's time." Thomson Investors Network "This is, without a doubt, one of the most useful and informative books I've read in years. It's not a purchase, it's an investment." CBS Radio "If you want success from you web venture, get Chase's book." -Harley Carnes Financial Service Marketing Q: "You've said financial services firms on the internet have a lot to teach other categories. Can you elaborate?" Chase: "Financial services firms lend themselves quite nicely to the Net. It's a fast-moving category that other categories tend to watch as tell-tail as to what might be coming down the road. Content is not king. It's cost of entry." DM News "As the web universe grows larger by the minute, the stakes will get higher and higher. One-upmanship will become the order of the day. In this increasingly cluttered universe you will have to make that 'cyberhook' or lost leader more and more attractive. " I-Marketing News "Finally, direct marketing is cool because internet marketers are direct marketers, whether they realize it or not. Onliners are just getting hip to split copy testing, and viewing the Net in terms of a customer acquisition and retention tool. Email can be more profitable than a website. Clickthrough rates for ads appearing in email tend to be noticeably higher than banner ads on websites. People who have signed up to receive that email newsletter have already taken an action. This means they're more likely to take another action. A subscriber to your newsletter is more committed than someone who has fallen into your website, doesn't know you from a hole-in-the-wall and passively browses in and out of your site in an average of two or three clicks." |
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