''Tell me something I don't know.'' Many people and companies mistake words for content. They think that the more words they have on a page, the better the content. Other companies seem to think that photos and graphics are more important than the message.

Good content is information that the viewer does not already have. Good content changes on a regular basis, and is well written and spelled correctly. Good content is information that is interesting to people OUTSIDE of your industry as well as INSIDE of it.

''Let me participate.'' The Internet and the World Wide Web are not Television. The computer is not a giant remote. The Internet is the most participatory form of entertainment in the world today. A successful Web site will let the viewer ''leave his mark,'' either by providing interactive message boards, contests or survey forms, games, or other applications that allow the user to ''take control'' of his or her online experience.

Service

''What's in it for me?'' Providing a service online is one of the most important ingredients in a truly successful Web site. That service can range from download libraries filled with audio clips, to calculators for comparing rates of different companies. Searchable databases can be created for almost any topic. Even providing simple online games can be viewed as a service.

''Let me entertain me.'' Whether the user is being entertained by the spiffy animated graphics, by the witty, pertinent articles, or by the ''Blow Up Barney'' Java based game, the important thing to remember is that a Boring Site is a Dead Site.

''Tell me where to find you.'' While many sites fail because they are just plain boring or unimaginative, many more fail because no one knows they are there.

Most sites will register themselves with one or more of the 125+ search engines on the Web, and then consider themselves done. This is like taking out a small ad in the New York City Yellow Pages and expecting people around the world to find your company. All 125 search engines should be able to find you, under carefully chosen keywords.

The Internet has a number of fabulous marketing tools tailor made for promoting your site. The Industry Connection, Inc. has experience in using each of these tools in an effective and ethical way.

Cross promotion should never be ignored. Your Web address should be included in your print ads, television ads, radio ads (if it is short enough and easy to remember), your business cards and any other non-Internet related marketing materials you currently produce.