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3MasterPrintGroupx13connectVol2Issue22012publisherx19sletterPublshx1cJonWilbanksSusanIshmaelMx18nx18gngedoSusanIshmaelaDx1cconBrentCashmanCreativeDirectorconnectispublishedbimonthlybyMasterPrintGroupcopyright2012.AllrightsreservedFormoreinformationcontact888.881.99215115EastHighlandDriveJonesboroAR72401lookgoodmasterprintgroup.comButastheysayx1cWhatgoesupmustcomedown.x1dThemeteoricriseofthee-commerceerawasinsomepartaresultofapromisethatdefiedthelawsofbusiness.Weheardthate-commercewouldreduceallotherchannelsandinsomecasescompletelyeliminatethem.Businessesnolongerwouldneedbuildingsorthepeoplewhooccupiedthem.Theanswertheexpertssaidwase-commerce.Anditwasgoingtohappenovernight.Butafunnythinghappenedafewyearsintothedotcomrevolution.Peoplerealizedthatrealbusinessesactuallyneededrealpeopleinthem.Theyrealizedthate-commercewasawonderfultoolthatwasnx19tgoingaway.Theyrealizedthatthisnewtoolwouldexpandtheirreachesbroadentheirhorizonsandcomplementallotherchannels.Andtheyrealizedthattheirrelationshipsneededtobereal.Todayifyouapproachaventurecapitalistfirmwithanidearootedine-commerceyouwillbeaskedformoreinformation.Venturecapitalistsmorethanmostlearnedthatthetoolisnotabusiness.Suremanyofthemmademillionsofdollarsofftheshort-termspeculativenatureofthenewlyconnectedera.Butmanyofthemalsosawthatifyoudonx19thaveatrueDjVuCONTENTSBackin1999thedotcomcrazewaseverywhere.Itsrisewasfastandfurious.Peoplelefttheirsolidjobsforachanceatstockoptionsandtheallureofbecomingmillionaires.Venturecapitaliststhrewmoneyatanythingandeverythingthathadadotcomattheendofit.Afewpeopleendedupfilthyrichx13andtheydiditfilthyquick.Eventhegeneralpublicenjoyedtheride.connectiontoyourmarketyoucouldnx19tbuildasustainablebusinessmodel.Inthismonthx19sissueofConnectyoux19llfindacoupleoffascinatingarticlesthatremindusofthosecrazydotcomdays.Ourcoverarticlex1cTheDisillusionmentofSocialMediax1dhelpspaintapictureofsocialmediathatseemseerilyremi-niscenttothoseboomyearsadecadeago.Butwhilesocialnetworksareapartofwhatweallusetodaythevehicleisnotwhatbusinessisbuiltupon.Itisthecommunityweservethatmattersmost.Inturnoursecondfeaturex1cThePoweroftheNichex1dshowsthattruesuccessisrootedinthespecificityofamarketniche.Inotherwordsifyouarenx19tstandingforsomeoneyouarenx19tstanding.Andasalwayswestandforyou.Enjoythisissue.WarmestregardsJonWlbx18nksx18ndSusx18nishmx18x1clPublshx1csthx1cmx1cx1cocsx1cofhx1cx1c-commx1ccx1cx1cx18wx18snsomx1cpx18x18x1csulofx18pomsx1chx18dex9edthelawsofbusnx1css.03Publshx1cx19sLx1cx1cDjVu04Mx18kx1cnginsghs06Powx1cofhx1cNchx1cBuildingyourbrandmeansnarrowingyourfocusanddominatingyourmarketspace.10thx1cDsllusonmx1cnofSocx18lMx1cdx18Justwhereisthedelugeofsocialmediatakingusandcanitremainrelevant14ix19sallabouhx1ctmngWhenitcomestomarketingunderstandingwhentosendyourmessageisasimportantasthemessageitself.15Bookrx1ccommx1cndx18onFascinateSusanIshmaelandJonWilbanksownandoperateMasterPrintGroup.Connectwiththematlookgoodmasterprintgroup.com.