Know-How News by MarketingProfs.com

Issue 60 | July 21, 2006

Dear Askers & Answerers,

This week Know-How News explores the subjects of pricing, direct marketing, email marketing, PR and paid search. You can't miss!

Below you'll find a strategic article by John Hogan and Tom Lucke about 3 common pricing traps and how to avoid them. Next up, Ernest Nicasto explains how to create an offer your customers can't refuse. Then Nick Usborne discusses the always-popular topic of managing your Google AdWords campaign.

Been too busy to keep up with the forum this week? The highlights are recapped below. Just click to learn the basics about email marketing. Get to know KHEr, stevea. Play back a seminar about PR. And laugh with us about some funny ideas for a hotdog stand.

Have a great weekend!

Happy exchanging,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: Where 190,000 marketers connect, learn, succeed.

P.S. Need to know more about online surveys, voicemail or email marketing? Please ask our advertisers for more information. Their support makes this newsletter possible.

Common Pricing Traps to Avoid

How to Craft Compelling Offers to Boost Response Rates

How to Beat the Competition With Your AdWords Campaigns

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Common Pricing Traps to Avoid

By John Hogan and Tom Lucke

It is essential for companies to develop better pricing strategies for a larger and more complex worldwide marketplace. Our research shows that there is less than a 50% chance that new products will hit their volume and profit goals. Though there are numerous reasons for these failures, an ineffective pricing strategy is one of the most overlooked aspects of new product development.

There are three common pricing traps that can derail new consumer or B2B product marketing success. Avoiding these traps is critical for firms to drive new earnings and growth.

Get the full story.

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

How to Craft Compelling Offers to Boost Response Rates

By Ernest Nicastro

If you want to improve the response rate to your direct mail, the answer may be as simple as making a better offer. To paraphrase Don Corleone: "Make your customers an offer they can't refuse."

Get the full story.

How to Beat the Competition With Your AdWords Campaigns

By Nick Usborne

Nothing gets the adrenalin pumping quite like an AdWords campaign that delivers a strong ROI. Success brings a big grin on your face when you realize you can invest more in the campaign, expand the base of keywords, and make even more money. The more you spend, the more you make.

It's a great moment, while it lasts. But the problem is, it doesn't. There will come a point when you hit a plateau. You have tested and optimized different headlines, body text and ad groups, you have adjusted the bid prices, and included just about every related keyword you can imagine. What now?

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
W.M.M.A. anichols2 W.M.M.A. nash goranson88 ggudis cherrychum_2002 traceycrockett deni418 Capitol	Frank Hurtte MANSING darcy.moen rbauman W.M.M.A. joekelepolo Papadoc (Steve) Deremiah, *CPE vic deni418	MANSING Papadoc (Steve) Frank Hurtte darcy.moen Deremiah, *CPE sean deni418 Maximus jdeems lara

Long-time member mdidrismba2005 kicks off this KHE discussion with a long list of questions. The answers posted so far serve as a solid primer for anyone who is new to email marketing.

Discussion: Newbie Needs Help in Email Marketing

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

Carrie enjoys the British understatement of Steve Alker’s responses (stevea). This Top 25 forum member has been amusing us with his sardonic wit and down-to-earth advice since January 2005. Read on to learn more about this active participant.

Profile: Meet Steve Alker

Or browse 1186 profiles in our Member Directory.

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Each week you will find something handy in this spot. It will be temporarily available as a thank-you for opening our newsletter. This week's prize is the recording of one of our popular seminars: The New Rules of PR: How to Use Press Releases to Reach Buyers Directly. Click here to read the description. (Notice it sells for US$99.) Then use the link below to replay the recording any time before KHN mails again next Friday. Enjoy!

Resource: The New Rules of PR

Or browse 375 resources posted by members in our Resource Library.

Earlier this week new member nikkonelauria posted a question about a hotdog foodcart business. There are several funny replies in this thread, so far. Val's favorite comes from stobi:

NAME: Woosey Wawgs
(How Juicy Dogs would sound if you had a mouth full of one.)

TAG: Free Bibs with every order.
(Get a bunch of paper bibs and print cool things like: "I brake for Woosy Wawgs," etc.).

Discussion: Hotdog Business NAME and TAGLINE

Have something to add? We'll alert the Asker when you respond.

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

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