Know-How News by MarketingProfs.com

Issue 74 | October 27, 2006

Dear Small Business Marketers,

Last week I mentioned MarketingProfs is launching a new Virtual Seminar Series focused on direct marketing. The next installment happens on Thursday, Nov. 2: Data Essentials: How to Build and Manage Your Marketing Database (Business and Consumer). You can learn more about it here. If you have questions, shoot me an email.

Below you'll find a Premium article about Web writing by MarketingProfs Senior Contributor, Jonathan Kranz. Also, read an article adapted from the new book out from MP executives Allen Weiss and Roy Young. And read advice for working with the media from writer Vivian Kelly.

I hope you enjoy the newsletter. Happy Friday!

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: Where 200,000 marketers connect, learn, succeed.

Five Advanced Web Writing Secrets

The 10 Biggest Mistakes Marketers Make—Number 1: Merely Handing Off Leads to Sales

How to Become a Great Media Spokesperson

Five Advanced Web Writing Secrets

By Jonathan Kranz

After months of work and weariness, your company Web site is designed, search-engine optimized, and packed with rich, interesting content. The building blocks are all in place. Your next challenge is to tweak the structure you have to attract more of the business you want to get.

The following are five simple yet powerful ways to squeeze even more value from the site you've invested in. Most can be accomplished with a simple text editor, such as Contribute; almost off of them exploit content you've already created. Yet they can all make a substantial contribution to your site's success.

Get the full story.

Note: This article is available to our Premium Members only.

The 10 Biggest Mistakes Marketers Make—Number 1: Merely Handing Off Leads to Sales

By Roy Young

Do members of your company's executive team--along with your peers--see the connection between marketing and the cash flowing into your company's coffers? If not, they probably view you as merely a tactical tool, not a true strategic partner. And they likely underutilize marketing. To deliver maximum value for your firm, you'll need to correct their misperceptions of marketing's value. This is true whether you work for a large company or an SMB.

Get the full story.

How to Become a Great Media Spokesperson

By Vivian Kelly

As a competent, well-prepared media spokesperson, you will earn the respect of the reporters while positioning yourself as a thought leader and elevating your company's position in the marketplace.

Get the full story.

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Here are this week's hottest topics. These have been the most active discussions in KHE over the last seven days.

These are this week’s superstars! The Most Stimulating started the hottest discussions. The Most Active contributed the most posts (questions + answers). And the Most Expert earned the most points.

Most Stimulating	Most Active	Most Expert
stlubahn Vevolution Lcash81 rbooth3399 dana.leipold jpych KSA melissacassera gisella chay	kathysmithcasting AndrewS Stephen Denny W.M.M.A. peanutpeanut elizabethr Harry Hallman mgoodman Melvin @ Volcanic Frank Hurtte	kathysmithcasting AndrewS Melvin @ Volcanic Stephen Denny ozeworks joanlim Amy Madsen Frank Hurtte elizabethr peanutpeanut

Marketer and MP member dana.leipold asks a great question here. It's not easy to get everyone inside a successful startup on the same page about the company brand, when things SEEM to be working just fine without a consistent, cohesive message. Several of our long-time experts weigh in with thoughtful responses to this dilemma. See what advice they offer.

Discussion: Need Advice on How To Brand from the Inside Out

Have something to add? Feel free! The Asker will be alerted when you reply.

No spotlight...

Today's perk for KHN subscribers is our seminar: The 3 Big Secrets Behind Successful Marketing Dashboards. Click to read the description. Then use the link below to replay the seminar before next Friday. (The time limit is just for non-Premium Plus members. Premium Plus members may replay the seminar any time.

Here's what one attendee told us about this seminar: "One of the most concise discussions of how to effectively apply and use a dashboard." Another said: "A truly outstanding seminar. One of the best I've heard on Mktg Profs." Don't miss the chance to replay it. (Normally $99.)

Resource: Marketing Dashboards

Or browse 384 resources posted in our Resource Library.

This week's Last Laugh highlights an oldie but a goodie -- a quote from Henry Ford that MP member Stephen Denny reminds us of: "If we had listened to customers, we would have made them a faster horse." Click below to read the full thread.

Discussion: Does Marketing Shape Consumer Needs and Wants?

Have something to add? Please do! You could earn points.

Want to share the news? Invite your colleagues to participate in our online discussion forum, Know-How Exchange.

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Publisher: Allen Weiss (amw@marketingprofs.com)
Strategy: Roy Young (roy@marketingprofs.com)
Editorial: Val Frazee (val@marketingProfs.com)
Advertising: Jim Kelly (jim@marketingprofs.com)
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