| Welcome to the third and final article of
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| | about checking out your menu online. They
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| this series. I had a tough time deciding
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| | do not have to engage in an uncomfortable
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| which of the many free advertising
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| | phone conversation as they try to decide
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| options to cover. In the end I went to
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| | whether to give your food a try. They are
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| the search engines and ran a series of
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| | comfortable and relaxed and when they see
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| searches for pizza and restaurants. From
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| | your online ordering menu, these
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| these, I selected two items which
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| | comfortable and relaxed people may just
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| typically showed up in the top ten search
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| | place their first order with you then and
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| results.
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| | there.
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| The Open Public Directory Project
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| | One of my clients built up their online
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| The Open Public Directory project is a
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| | ordering from $100 per month to over
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| group of volunteers who strive mightily,
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| | $1,000 per month with more than half
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| without compensation or reward, to find
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| | their online customers identifying
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| the best websites and include them in
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| | flyers, newspaper ads and the window sign
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| their directory. These volunteers have
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| | as the source where they found the
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| high standards. They ruthlessly discard
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| | restaurant's website.
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| websites with redundant or questionable
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| | You want everyone within a couple of
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| content. Only the highest quality sites,
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| | miles of your store to know your web
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| those with original content or which are
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| | address. So don't make the mistake of
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| the primary source of information on a
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| | limiting your Internet advertising only
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| topic get into the OPD.
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| | to the Internet.
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| As part of the OPD, the volunteers
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| | So how is this free Internet advertising?
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| maintain a separate space just for
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| | Because these are marketing strategies
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| restaurants. This restaurant directory is
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| | you are, or should be using anyway. It
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| located at It contains restaurant names,
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| | costs next to nothing to add the words
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| addresses, phone numbers, style of
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| | "Order online at our website - to your
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| cooking, web addresses and truly
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| | next batch of menus and flyers. And don't
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| exhaustive descriptions of the
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| | forget that window sign.
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| restaurants amenities.
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| | One of our clients used a window sign to
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| Every single restaurant owner in the
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| | announce their web site and online
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| world should visit and add their
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| | introductory offer and got a constant
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| information. You can even include reviews
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| | stream of new customers registering for
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| and links to other websites on the
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| | online ordering.
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| Internet which contain reviews of your
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| | Low Cost Internet Advertising
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| restaurant.
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| | In addition to the free marketing
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| Since every listing is reviewed by an
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| | strategies, consider using some low cost
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| editor, search engines, such as Google,
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| | paid Internet marketing.
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| Yahoo! and MSN use the Chefmoz directory
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| | One of the least expensive Internet
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| as one of the highest quality resources.
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| | advertising strategies is called Pay Per
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| The directory is logically organized by
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| | Click. As you might expect, it means that
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| country, state and cities. In many cases,
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| | the advertiser pays for every person who
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| when someone searches for restaurants in
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| | clicks on their Internet ad.
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| a particular city, the Chefmoz.org
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| | Search engines such as yahoo! and Google
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| directory listing for that city is among
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| | provide this advertising service and
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| the top 10 search items returned. So it
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| | display ads to people who enter specific
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| is a good idea to have your restaurant
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| | search terms into the browser. The
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| represented, have your web site available
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| | advertiser can choose exactly what search
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| and your menu online.
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| | terms he wants entered to make his ad
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| To add your restaurant, navigate to the
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| | appear.
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| correct local directory, and click on
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| | For example, a restaurant can use search
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| "Add Restaurant." You will be guided
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| | terms such as "pizza delivery Jersey
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| through a series of pages where you can
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| | City" or "pizza restaurant Jersey City"
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| provide all your information and submit
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| | and have his Internet ad show up only
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| the information to be reviewed by an
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| | when someone enters that search term.
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| editor. If your town is not already
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| | If the person doing the search clicks on
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| included, you can click "Add Restaurant"
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| | his ad, the advertiser is charged. The
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| at the state level and your listing, if
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| | cost per click is usually very low.
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| accepted, will create the new directory
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| | Typically 25 cents or less, depending on
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| for your town.
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| | competition. A bidding system is used to
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| Online Yellow Pages
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| | let the advertisers set their limits and
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| One of the most popular places where
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| | daily and weekly budgets let the
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| consumers search for local businesses is
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| | advertiser manage and monitor the ad
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| the online yellow pages sites. There are
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| | campaign expenses.
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| several, such as and They all attempt
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| | One reason the cost is so low is because
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| to have at least the minimal information
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| | competition for highly local keywords is
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| for every business in a particular town.
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| | still very small. A restaurant owner in
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| Some will even let businesses list their
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| | Pittsburgh is not going to select "pizza
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| website for free. The site will let a
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| | restaurants Bangor Maine" as his keyword.
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| business create a free business profile
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| | At the same time it is a mistake to use
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| which includes a link to their website.
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| | too general a keyword, for example just
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| Take advantage of this and create your
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| | using "pizza restaurant" will not only
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| free business profile on The listings
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| | cost much more per click, but will be
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| are frequently among the top 10 items
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| | seen by people who are hundreds and
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| returned for local searches for
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| | thousands of miles from your store. So
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| restaurants or pizza. You want to be
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| | using the highly localized keyword not
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| there when people go looking for you.
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| | only reduces the cost of the pay per
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| Offline Online Marketing
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| | click, it also pre-qualifies the people
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| Unless you are located on a rest stop for
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| | who see that add.
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| a major interstate highway, all of your
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| | It is a good bet that someone searching
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| customers are going to live within a few
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| | for "pizza delivery Jersey City" lives in
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| miles of your store.
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| | Jersey City, wants to order a pizza and
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| Fact: 80% of your customers use
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| | would prefer it to be delivered.
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| computers. And that percentage is
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| | Sources of Pay Per Click advertising are
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| growing.
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| | Google Adwords, adwords.google.com,
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| Fact: most people find websites outside
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| | Yahoo!, and City Search,
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| of the internet. They hear them on
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| | Final Thoughts
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| radios, read them in magazines and
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| | I hope you found this and my previous
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| newspapers, see them on business cards,
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| | articles useful. We have barely scratched
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| flyers and circulars and read them on
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| | the surface of Internet marketing. There
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| window, vehicle and sidewalk signs.
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| | are many, many other techniques and
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| These medias are excellent ways to get
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| | strategies ranging from local link
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| your web address and online ordering
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| | exchanges to banner ads, search engine
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| message in front of your customers. Your
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| | optimization (SEO) and many many other
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| website and online ordering message
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| | strange and wonderful topics which can
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| should be included as a matter of course
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| | help bring visitors to your website and
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| in every one of your advertising pieces,
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| | customers to your food.
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| whether it is your takeout menu, your
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| | In the end, your online business will
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| window sign, your pizza box, your
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| | prosper because you decide to take
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| delivery vehicle sign or a newspaper
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| | advantage of the power of the Internet
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| insert ad.
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| | and let it work for you. Like any other
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| Your web address is easier to remember
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| | part of your business, it has to be done
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| than your phone number. Take advantage of
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| | as part of the whole. Your website and
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| this by putting it where your local
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| | online ordering will bring you revenue
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| customers can see it.
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| | only when your customers learn about it
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| By providing your web address, you are
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| | and are encouraged to use it.
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| inviting people to visit you and check
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| | Spread the word and watch your online
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| you out in a completely comfortable way.
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| | takeout and delivery orders grow!
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| The web visitor does not feel awkward
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