they receive information in a passive manner. It is often said 

that if people read something they are aware of it, if they see 

something they can understand it, and if they do something 

they can master it. What does "do" mean? A page of text is 

read in a passive manner. A website that makes a visitor think 

and make choices, decide and take action, participate and learn 

will be much more successful than one that does not. "Point" 

and click, email us, sign up, guest books, chat, webphone, 

shopping carts, newsgroups, etc. are all web specific means of 

adding value through interaction. Engage the audience with 

content, promote feedback, and create interaction. The Internet 

is the only mechanism that allows for instantaneous interaction 

with the masses.   Get feedback from your customers. Be sure 

to include a comments block on your forms or have a mail to 

link on most every page. These sorts of things are key to 

soliciting feedback, which is the compass for any business 

trying to find its way through the unforgiving jungle of the 

network economy. Feedback comes in all flavors but there are 

basically three types of visitors with regard to feedback. The 

first type and the kind we all love is the glowing fan feedback 

generated by the grateful visitor who has been enlightened, 

entertained and/or enriched by the presentation of your web 

pages. The second, is that "complaint mail" you can never 

seem to avoid. There is no shortage of folks who unfailingly 

point out every typo, broken link, or of those ill tempered 

individuals who insist on persuading you to see things their 

way in LOUD CAPS. The third, and final, type are the non 

participants or those who simply "hit and run" with keyboard 

and mouse and race away with opinions unspoken. From a 

marketing standpoint, you might appreciate type "one" who 

reinforces what you are doing right. If nothing else, they re 

good for the ego. You may also gain valuable insights and 

suggestions from type two, the complainer, about what to fix 

and how to fix it. Feedback complainers are often loyal 

supporters underneath all that electronic hostility. You may 

not always want to hear what they have to say, but at least 

these folks are taking time to complain in order to improve the 

service. If they didn t care for it at all then they d drift off with 

the "type threes" never to be logged in again. The point is that 

the complemented and complainer interact. The third type is 

the real marketing problem. The more interactive your website 

is, the more type one and two visitors and hopefully customers 

you will have. On the other hand, if your site is bland and does 

not follow the principles we ve outlined, then you will get a lot 

of type three visitors. Regardless of how you view the types of