THIS ISSUE INCLUDES: •  What's New? •  Going, Going … Gone! •  Resource Referral •  Lessons Learned •  Tips & Tricks •  Community Leaders •  Member Spotlight •  Community Stats •  Your Account Summary •  Success Story •  Special Thanks •  Last Laugh

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WHAT'S NEW?

Dear Askers & Answerers,

Good news! I have a little holiday contest for you. You may remember that we're awarding 100 Question Points for every listing in the Resource Library by the end of the year (max of 1000 Points). But today we're upping the ante! The 25 members of KHE who have contributed the most listings by December 31 will receive their choice of one seminar recording from our 2004 archives.

Winners will receive the bundle of materials we provide to our seminar attendees following each live event:

• PPT slides


• Full text transcript


• Audio/visual recording (voice & slides, in sync)

Quite literally, this is a US$99 value! To browse the list of seminars you'll be choosing from, visit our Premium Library and scroll through the drop-down menu on the right side of the page.

There aren't 25 folks who have posted more than 2 or 3 resources right now. So if you publish a handful, you have excellent odds of winning this prize! And remember, the #1 contributor will also win 1000 Expert Points. If you aren't sure how to post a listing - or what qualifies as a resource - please reply to this email, and I'll help you. Also, be sure to browse first, to make sure you're not publishing a resource we already have. (Credit will go to the earliest contributor.)

In other news, the Hire an Expert board is oh-so-close. We're in testing now, and resolving bugs. Watch for a soft launch next week. I'll announce it officially during the last week of the year.

There will be no newsletter next week. Have a WONDERFUL holiday season with your friends and family!

Happy exchanging,

Val Frazee
Moderator, Know-How Exchange
MarketingProfs.com

GOING, GOING, GONE!

Here are KHE's 10 oldest questions. They're likely to close soon. Have an idea to offer? Better do it now!

1. Why is Marketing Different than Sales?? (PLEASE!)
2. Marketing expense ratios for institutional banking
3. How would you boost sales during Q4?
4. How to build a brand for a Business School ??
5. Use of Customer Database
6. Audience Reach and Frequency Minimum?
7. Tips for Re-branding ceramic products
8. Push sales for award winning online game...?
9. Brand Name Needed for a plastic pipe system
10. Brand decision strategies

RESOURCE REFERRAL: GAGZ FROM SUZE

Our regulars all know Suze for her fabulous sense of humor. So you won't be surprised that this collection of holiday laughs comes from her. I'm viewing this as a "just-for-fun resource" since we can all use a good distraction during our hectic year-end activities. In her cover letter, she writes:

"Hi there, and welcome to this collection of Gagz from Suze ... my personal choice of the best funnies to have hit my computer screen over the last year or so."

I've posted her 25-page PDF on my filesharing site. Use the link below to download it. If you have trouble with the short link, let me know, and I'll email you the long one.

Resource: Gagz from Suze

Browse 121 resources recommended by our members in KHE's Resource Library. Just hit the "Search" button to see them all. Reminder: We're awarding 100 Q points for each listing entered by the end of the year (max of 1000). So please, add your favorites!

LESSONS LEARNED: WHITE PAPERS

Several weeks ago, nadia asked for advice about how to construct some white papers to help promote her printing company. Specifically, she wondered what the best topics would be. Here are some highlights from the discussion. (Be sure to click over to read the full thread, if you're interested in knowing more.)

• kk+: The only way to differentiate yourself (other than on price which is terrible) is by personality and relationships. ... Educate [creatives]. Send them hot new samples from the paper companies you work with. If you want to write white papers, make them on the topic of cool print techniques: hexacolor, spot colors and varnishes, embossing techniques, stuff like that. Print complex high-end promo pieces and then teach the designers how to design the same effects.
• Lois: To make your white papers useful to your customers, focus on how you can HELP them. What kind of information do they need to have to make a good decision? Here are a few ideas: 1) How can a printer save you money; 2) What to look for in a good printer; 3) How the printing process works; 4) Printing in a digital age; 5) How to take good photos; 6) What makes a good photo or graphic.
• et3dotcom: Ask your customers why they use your service. Ask your competitor's customers why they use your competitor. Ask new customers why they switched. Ask old ones why they are loyal. Use the answers as the basis for your paper. Ask for testimonials, ask for endorsements. Ask if any of your customers would benefit by exposing their product/service to your prospects.
  
• nadia: I agree, it is all about the relationships. But when our salesmen cannot get past voicemail and the prospects don't return phone calls - it is very difficult to begin a relationship.
• Peter (henna gaijin): White papers are meant to provide some technical information which assists your industry (they are not specifically marketing pieces). Perhaps you can provide some technical information about an area of printing that confuses people? Something like when and why they'd want to use a certain stock over another.
• mgoodman: Try looking at the white paper content from the prospect's point of view. What do they need to know to make a decision? Don't try too hard to sell what you have. Take the other approach: Provide information about what the customer needs and why. If you don't know, talk to your customers and some hot prospects. Ask them how they make a decision to go with a printer. Then deal with those issues in your white paper.
• tjh: [Beginning the relationahip] is a key problem needing solving. Either by importing a sales trainer specializing in B2B, "get past the gatekeeper" sales techniques, etc. - or hiring better salespeople. It is a major salesmanship skill, and if "all" your salespeople suffer this malady, not even brilliant white papers can save you.
• Suze: Don't write white papers about printing. Write white papers about what good quality print can do for your customers. I know there's a risk here that you're promoting all your competitors' printing as well as your own. However strong-but-subtle branding in the white paper should overcome that one.
• ahelsel: I am now a consultant in the printing industry. When writing your white paper, don't sell. Don't look like a printer. You are a consultant showing customers how they can get more business, look better, feel better and most of all, become a trusted friend. Write a paper on how to choose a printer. Keep yourself as "third party" as possible.
• bugmenot: This is a great course on writing white papers, it'll cost you, but it's very effective.

The Full Discussion: Help on Writing a White Paper

TIPS & TRICKS: COMPOSE IN WORD

Some members have reported running into server errors when trying to post questions or answers in the forum lately. We're looking into the causes, but it may be a few weeks before we work out the kinks.

In the meantime, I recommend you compose your questions and answers in Notepad or Word, and then copy and paste them into the forum. That way, if the forum freezes, you won't lose your work. It will be easy to re-post.

If you end up with duplicate posts, just let me know. I will delete the extra question or answer for you. I'm sorry for the inconvenience! Hopefully we'll have these issues resolved soon.

Have a question? Ask the experts.

Post a brief synopsis below, and invite other members to offer their feedback.

My Question Title

COMMUNITY LEADERS

As of this week, these are our superstars! The Most Resourceful are those who have contributed the most entries to the Resource Library. The Most Expert are those with the highest number of Expert Points (earned by answering questions).

NOTE: These are our top members as of midday December 17, 2004

MEMBER SPOTLIGHT: MEET BLAIRE

Blaire Borthayre, aka bborthayre, is a relatively new member of MarketingProfs who joined us in August. She proves, once again, that formal training in marketing is not required to be a marketer. This author of a series of marketing books started out in social work. Read on to learn more about this week's featured member.

Where are you based?
Raleigh, North Carolina

What do you do in real-life?
I am the founder of Training Resource Clinic. I am a speaker, trainer and author in the field of Hispanic marketing.

What kinds of KHE questions do you enjoy most?
I like the ones where people need assistance with publicity & marketing and members give all these fabulous, free and nifty ideas.

Describe a KHE discussion you learned something from.
I loved the one just recently about guerilla marketing. I was not aware that Jay Conrad Levinson had a great manifesto that you could download. I appreciated the tip and forwarded it to several colleagues.

What professional organizations do you belong to?
Outside of my work, I volunteer with different organizations that assist Hispanics. This runs the gamut from public policy and advocacy for immigration reform to working directly with immigrants in my area. Like many people, my free time is limited and I have chosen not to join any associations. This is why I love KHE so much - it gives me the opportunity to interact with others in the field at my convenience.

How long have you been in marketing?
Five years. I actually began my career as a social worker. I worked for over ten years as an advocate, interpreter and ESL teacher for foreign-born Hispanics. Five years ago, I realized that there was a big need to work with Americans to assist them in closing the culture and language gap. I began teaching courses in culture and language on site for various companies. Soon these companies began to ask me for assistance with marketing initiatives to reach and serve the Hispanic community. I now teach companies how to market effectively to the foreign-born Hispanic market segment through a holistic approach of education, accurate translations and cultural emphasis.

Do you have a mentor? What has she taught you?
Yes, Dr. Linda Pendleton. She is a wise woman who, among other things, has been a career coach for me. She has taught me that self-care and mindfulness are the keys to doing my best work.

What is your next career objective?
I am completing my second book in a Hispanic marketing series for industry-specific groups. The first was Hispanic marketing for tax preparation companies, the second one is for the real estate industry and now I must start on the third one for insurance companies. There were only supposed to be three but well-meaning friends have given me more ideas so it looks like I can't stop yet.

Do you have a favorite tool that helps you do your job?
I have only two tools: a laptop and diet coke with lime. I can't live without either of them.

Describe one of your non-marketing hobbies or interests.
My husband and I have four cats on whom we lavish ridiculous amounts of love and affection.

What is the value KHE provides to you personally?
Besides all the fascinating information, I really like getting those points when I answer or ask a question. I hope that KHE opens a store so we can buy things with our points ... you know, like frequent flyer miles ... just a thought.

Have you made any offline connections with KHErs?
No, but I plan to start stalking people fairly soon.

Do you have any advice for new members of KHE?
This is an environment where asking questions is encouraged and rewarded. No worries about a boss or co-worker who doesn't have the time. No shame because you think you should know the answer already. You can write under a pen name. You can write in your pajamas. How sweet is that? Take advantage of it, the real world isn't nearly as user friendly.

Do you have a favorite quote you want to share?
"Instant gratification takes too long"

Is there anything else you would like to say to the community?
Thank you for taking the time to teach me and others so many new things.

COMMUNITY STATS

Active Unique Participants (to date): 3,766
Closed Questions (to date): 4,187
Currently Open Questions: 221
Total Responses (to date): 31,840
Subscribers to this newsletter: 12,490

YOUR ACCOUNT SUMMARY

These numbers come directly from YOUR profile. Question Points tells you how many points you have available for asking questions in the forum. Expert Points indicates your standing in the community based on answers you have posted. Visit this FAQ, if you want to know more.

Question Points: %%PointsBalance%%
Expert Points: %%PointsCum%%

Click here to buy more Question Points

SUCCESS STORY

This week's Success Story comes to us from valhallaessences, who recently started her own Internet-based business. She writes:

"I knew absolutely nothing about marketing when I started my business. I was lucky enough to find MarketingProfs very early on and have found all the information to be indispensable. From the article archives (which I save to my hard drive obsessively) to the awesome advice on the KHE, I can't imagine life without MP. I posted a couple of website critiques which proved very helpful, as well as a "vision / mission / purpose / tagline critique." The latter spurred some valuable debate and creative thought. Everyone's comments helped me to focus and regroup. I always read quietly and only asked questions feeling that no one would find my comments valuable. Special thanks to Shelley (aka SRyan ;]) for pulling me out of my shell. Now I put my two cents in too!"

SPECIAL THANKS

Thank you, valhallaessences, bborthayre and Suze for providing content for this newsletter. And thanks to all the following community members who have emailed or posted suggestions, technical reports or questions in the last week. Your energy drives this community's development. We couldn't do it without you!

jillc, ASVP/ChrisB, brookbend, agreda, daldark, Peter (henna gaijin), tjh, Praf, michael, chiron34, , sdsondhi, f_lynch, vincentd, jitesh_dude, Mushfique, shashanks02, Vevolution, mbarber, JBtron, jose04, km2000, Michele, W.M.M.A., SteveB, Google, Tate, Pepper Blue, Astra, w.j.macarthur, night_butterflz, ggg, Jenna, ydairy, alorent_z, Michael, marketing.intern2, purplefrase, StephanieW, Frances, 14sierra, mail2kannika, , whitefeud, v-man, na-sutton, Deremiah, *CPE, thinkmor™ and SRyan ;].

Finally, thanks to my MP colleagues for making my job easy: Aaron, Sharon, Megan, Ann, Roy and Allen.

LAST LAUGH

I like to end with a smile. So this space is dedicated to something amusing I find posted in our forum. I really enjoyed Richard B's recent post about improving the shopping experience in a children's shoe store. It's a vivid thread with lots of visuals and creative ideas. Several posts made me smile. I liked this one from SRyan ;] best. It's a funny little historical snapshot:

"True story that my mom told me last month: As a kid, she loved going to their local shoe store. They had this cool machine that you could step on and it showed all of the bones in your foot. She says that apparently 50+ years ago, Al Bundy did not know about the hazards of x-ray machines. Maybe you could install an MRI machine instead."

Open Question: How Do You Take Al Bundy Out Of Retail Shoe Sales?

Forum Feedback: The Know-How Exchange is still young. So we're constantly refining how things work. We have a gigantic list of action items, and your feedback helps us prioritize it. So please feel free to reply to this email with any suggestions. Thanks, in advance, for your time!

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