Vol. 2 , No. 28     October 29, 2002


In this Newsletter:

  1. The Art of Being Human
  2. The All-American Brand
  3. Your Web Traffic and Your Bottom Line
  4. It’s 8 AM: Do You Know Where Your Email Is?
  5. Is Your Value Proposition Strong Enough?
  6. 11 Tips To Guide Your Work Life
  7. Dear Tig: Building a Marketing Team, and Where To Find Reliable Direct Response Stats?


"Winning on the Web: The Executive Pocket Guide to Smarter Marketing

Myth: The Web is not a significant piece of the media mix. Wrong! Create an integrated marketing plan that maximizes online opportunities. Get smarter on how the Web changes marketing principles you already know. Separate myth from fact with this free guide from NetIQ WebTrends.

Don't Miss the New Top Ten Section

See below for Advertising, Subscription and Contact information.

Nick Usborne
The Art of Being Human

Site visitors crave the sense that someone is there, within and behind Web pages, emails and newsletters.

But for many Web sites, whether for businesses or organizations, we simply plug in and play the bare technology. When all the site visitor sees and feels is the design, the interface, the links and the clicks -- the experience is about as warm and human as banking with an ATM machine. 

Here's how some companies have wrapped their sites with lots of warmth and humanity.


Six fewer days for online sales this holiday.
Is your email working hard enough?
Email is a critical component to drive sales. Click here to download your free copy of Yesmail's Holiday Best Practices and break through the inbox clutter with tips on how to get greater performance of the email channel this holiday season. For more information, contact us at info@yesmail.com or call 1-877-YESMAIL.

Kristine Kirby Webster
The All-American Brand

A great brand is enduring, establishes affinity, and engenders loyalty.

So what would be the Great American Brand? Would it be Sears, the original catalog powerhouse? All the Ma Bells, the forerunners of telecoms today? Would it be McDonald’s and their ubiquitous arches? How about Coke and their national and global reach?

No, no, no. The great American brand, in Kristine's eyes, is (would you believe?) the United States Marine Corps.

Read why here.

Scott Buresh
Your Web Traffic and Your Bottom Line

Most companies that have web sites have access to traffic statistics, usually provided by their web host. Those that don't look at these files don't know what they are missing -- there is a wealth of information to be found, and reacting to this information can have a positive impact on a company's bottom line.

Here's what to look for in your traffic stats, and what to do with the information when you find it.


A Note to Readers

Brand Loyalty

What would you consider the great American brand?

This week, our beloved Kristine Kirby Webster--herself a major brand buyer--identifies the entity she considers tops in creating affinity and loyalty. But would you believe that in the land of golden arches and the Real Thing, the brand she most admires isn't even a for-profit business? (Granted, the political among us could argue that point.)

Could it be that all of us have a thing or two to learn about branding from--of all organizations--the U.S. Marines?(You know them... the few, the proud, the branded.) According to Kristine--you bet we do.

Most of us have loyalties for several brands. For me, it's Starbucks, Midwest Express, The Republic of Tea, David Bruce wines, TiVo, Target and Volvo.

How about you? And why?

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
Chief Content Officer



Last Issue's Top 5

  1. The Customer Evangelism Manifesto
  2. Do You Have Marketing Myopia?
  3. 11 Ways to Maximize Your Agency’s Value
  4. The Origin Of Spam: As Mysterious as the Meat Product Itself
  5. Songs in the Key of Success

Ad/Promotion Top 5

  1. 11 Ways to Maximize Your Agency’s Value
  2. What To Do With What You’ve Got: Using Testimonials Effectively (Part 2)
  3. Top Tips to Write a Persuasive Case Study
  4. Getting What You Want: How To Secure An Effective Testimonial (part 1 of 2)
  5. Choosing An Agency: Smaller Can Be Beautiful

Keep customers, boost revenues, save money.

Oracle CRM is helping leading companies increase Productivity by 25% and more. Now it’s your turn. Click for your Professional Effectiveness Assessment.



Michelle Keegan
It’s 8 AM: Do You Know Where Your Email Is?

Undeliverable emails--or email "bouncebacks"--are becoming more and more of a challenge for email marketers these days

Why should you be concerned? Because customer acquisition is expensive, and email bouncebacks could mean the loss of customers and prospects that you paid dearly to acquire.

Read how to combat the problem.

Jill Konrath
Is Your Value Proposition Strong Enough?

A value proposition is a clear statement of the tangible results a customer gets from using your products or services. The more specific your value proposition is, the better.

Most people and companies have lousy value propositions. They’re weak – often, really weak. Often they’re simply a description of the offering’s features or capabilities. Or they’re filled with self-aggrandizing puffery.

Is your value proposition as strong as it needs to be?


Learn to "Bolster Product Line Performance..." and
best in class ways of "Achieving Radical Innovation"
visit www.sequentlearning.com click on Learning Center

Laurel Delaney
11 Tips To Guide Your Work Life

Face your fears. Be persistent. Learn how to listen.

Delaney shares 11 tips to guide you in your life journey, both in your work and in your personal life. In total, they act as a reminder for us all to order and prioritize according to a higher standard.

Read the 11 tips.

Tig Tillinghast
Dear Tig: Building a Marketing Team, and Where To Find Reliable Direct Response Stats?

Tig's weekly advice column for marketers this week tackles a big issue: How to build a marketing team from scratch?

Also, where would Tig go to find reliable stats?

Read Tig's advice.


Publisher: Allen Weiss

Content: Ann Handley


Ad/Sponsor Information:
click here or contact jim@MarketingProfs.com

Subscribe to our Future Newsletters

Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you free without the hype and self-promotion found elsewhere.

We value your Privacy!

Advertising Info

Reach a professional advertising and marketing audience. Click here to get our contact info. and our current media kit.
You received this newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com, or because you subscribed to our newsletter. You can easily change the newsletter format to text or html, change your email address by clicking here.

To leave our mailing list, please send us a blank e-mail here:

Copyright © 2002 MarketingProfs.com. All rights reserved.
We protect your privacy
All logos and names are the copyrights of the respective owners