Vol. 3 , No. 9     March 4, 2003


In this Newsletter:

  1. What’s Your Excellence?
  2. Friendship Branding: Common Sense in Practice
  3. How To Run Customer Focus Groups Successfully
  4. The Biggest Reason Why Customers Are So Indecisive
  5. How To Win An EFFIE
  6. Why Readers Prefer Text or HTML
  7. Dear Tig: Ratting Out A Client Contact, and What’s the Best Way to Charge for Services Rendered?


Free! The Complete Guide to Permission Email

Learn how to turn your "house list" of customers and prospects into profits. Create powerful emails without spamming.
Get yours today.

Don't Miss the Top Ten Section Halfway Down!

See below for Advertising, Subscription and Contact information.

Michael Fischler
What’s Your Excellence?

Translate an area of excellence into a benefit for your customer—remove yourself from the picture as much as you can.

This is not easy—but it’s possible. In fact, it's fundamental to good marketing.

Get the full story.


Marketers: How Are You Optimizing Website Conversion?
Small changes on the Web can have big results. Learn how to take action on your analysis to acquire, convert and retain more customers for the lowest cost. Get your free copy of
The Executive Pocket Guide to Smarter Marketing
by WebTrends today

Kristine Kirby Webster
Friendship Branding: Common Sense in Practice

Brands can become like good friends to consumers. We know them, trust them, and even rely on them in our day-to-day lives.

That shorthand for trust is part of what makes brands so powerful in the global marketplace. Customers pay a premium for security and quality, seek out the known over the unknown, and stay loyal to brands that “work” for them, both in tangible and intangible ways.

Get the full story.

Basil Harris, Jr.
How To Run Customer Focus Groups Successfully

You know how good it feels when someone asks to hear your opinion on a subject that’s important to you. Your customers are no different.

Despite claims and ad campaigns to the contrary, many companies are doing a poor job of establishing productive dialogues with their customers. Learn how to run an effective customer focus group.

Get the full story.


A Note to Readers

Content Matters

Greetings, discerning readers!

I always enjoy receiving the newsletter my friend (and occasional MarketingProfs contributor) Gerry McGovern writes from Ireland. Gerry is a content guy, and the author of Content Critical (Prentice Hall, 2001), so he tends to be pretty passionate when it comes to writing and publishing on the web.

Last week, Gerry’s newsletter turned into a rant of sorts, titled “Why Content Management Software Hasn’t Worked.” Gerry pulls no punches:

“Content management software hasn't worked because it was badly designed and massively over-hyped. Software companies lied about their products, charging criminal prices for crap software. It hasn't worked because organizations didn't understand content. They wanted a quick fix.”

Like so much in the online space, publishers – and this includes any company with a web site – have looked too much to technology to cure any lacking.

Instead of investing in the real backbone of a site – the content itself – many companies have spent more time and money on the technology to publish it. That technology, by the way, is nothing but overkill when the words aren’t compelling.

As Gerry writes: “But do you need such software? Most companies don't. I know organizations that are successfully running massive websites with Microsoft FrontPage. They can do this because they have excellent editors and writers, and because they have well-defined,well-policed publishing processes and policies.”

Publishers should invest more heavily in infrastructure to run a site: The people to give their sites a look and feel, voice and personality that truly reflects the heart and soul of a company -- backed by the infrastructure of a well-articulated publishing procedure.

Check out Gerry’s full rant

What do you think? As always, your feedback is both welcome and valued.

Until next week,

Ann Handley


Last Issue's Top 5

  1. The Seven Deadly Sins of Brands Online
  2. How to Double Your Sales (Without Doing Much)
  3. The Marvelous, Mysterious Life of an E-Mail Newsletter.
  4. What Becomes a Manager Most: Employee Perspective
  5. Closing Sales: Harvesting the eNewsletter Relationship
Constant Contact

Improve Your Marketing ROI

Collect email addresses with all of your lead generating activities. Then build relationships with email newsletters, promotions and announcements that you create in minutes with Constant Contact.
Try it FREE.

Strategy Top 5

  1. What Becomes a Manager Most: Employee Perspective
  2. SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats
  3. 8 Steps to Creating an Infectious Business
  4. Six Survival Strategies for the High-Tech Marketing Executive
  5. Does Your Brand “Walk the walk”?


Sean D’Souza
The Biggest Reason Why Customers Are So Indecisive

Do you know why your customer won’t buy? You’ve given her the best price, possibly even the best options. But still she hesitates.

What gives?

Get the full story.

Jeff Kaumeyer
How To Win An EFFIE

Do you want to win one of the most prestigious and visible awards in marketing? Here's a roadmap to victory.

Get the full story.


Is Your Web Metrics Software Really Working for You?

Or is it clunky, slow, expensive and 'what you've always used'? Give us two minutes and we'll show you what web metrics can be. ClickTracks Analyzer.

Lynda Partner
Why Readers Prefer Text or HTML

Every day brings yet another poll on the HTML vs. text email preference debate. But do you know WHY some people prefer Text vs. HTML -- or vice versa?

Get the full story.

Tig Tillinghast
Dear Tig: Ratting Out A Client Contact, and What’s the Best Way to Charge for Services Rendered?

This week, Tig offers his two cents on evaluating the performance of a client contact. He also answers the vexing question: What's the best way to charge for professional services?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


Ad/Sponsor Information:
go 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. Go here to get our contact info. and our current media kit.
Helping marketers from all industries succeed online through highly effective email technology and professional services.
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 going here.

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

Copyright © 2003 MarketingProfs.com. All rights reserved.
We protect your privacy
All logos and names are the copyrights of the respective owners