Know-How News by MarketingProfs.com

Issue 62 | August 4, 2006

Dear Askers & Answerers,

This issue of Know-How News brings you ideas about market research, word of mouth marketing, online conversion and differentiating commodities. In fact, we have an article AND a seminar recording about market research. So if this is an interest of yours (and it should be), be sure to scroll and click.

Curious what's new in the forum this week? The highlights are recapped below. Get to know KHEr, Frank Hurtte. Listen to a seminar about guerilla research. And close out with a poem by W.M.M.A.

I hope you enjoy the newsletter. 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.

Making the Most out of Google as a Research Tool (Part 2 of 2)

Word of Mouth Marketing in Five Easy Steps

The Art of Online Conversion: Four Steps From Interest to Acquisition

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Making the Most out of Google as a Research Tool (Part 2 of 2)

By Stephan Spencer

If you're like most of us, you use Google almost daily as a search tool. But Google is capable of so much more than simple search. You'd be surprised at what Google can do to make your work life more productive and easier on any number of levels.

In fact, were you to master Google's powerful search refinement operators and lesser-known features, you could save lots of time scouring irrelevant results. Last week we learned about some great free services courtesy of search engine powerhouse Google. Now, in this second and final installment, we'll dig into a dozen more Google services and tools.

Get the full story.

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

Word of Mouth Marketing in Five Easy Steps

By Andy Sernovitz

Word of mouth marketing is an umbrella term for dozens of techniques that can be used to engage customers. It includes viral marketing, blogs, communities, loyalty programs and other techniques that get customers talking about your products. In many cases, WOM isn't actually "marketing" at all. It's great customer service that earns customer respect. There are five basic steps that all word of mouth marketing campaigns share.

Get the full story.

The Art of Online Conversion: Four Steps From Interest to Acquisition

By Brian Dempsey

Make no mistake: Online, your success in converting interest into acquisition depends on your ability to connect with prospects precisely where they are in the buying process. B2B and B2C buyers go through similar stages in that process as they consider their purchasing decision: needs assessment, requirements analysis, evaluation, purchasing. Using this model, there are four distinct methods you can use to successfully transition prospects from first click to conversion.

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
pfeiferjeff rohmagan03 re petgirlnz makeadeal behappy1119 greg Debs99 prbypr Guru	Frank Hurtte rbauman MANSING wnelson vic darcy.moen kpalmer Vevolution Tatyiana W.M.M.A.	wnelson Frank Hurtte varko Maximus darcy.moen MANSING rwood vic sriedel Mario Alcantara

Member michaelg is seeking help with the age-old question: How do you differentiate your offer when you're selling a commodity? The conversation is off to a good start and would benefit from your input.

Discussion: Differentiation, Compelling Offer

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

Frank Hurtte believes in the power of the human mind. Interviewing him, Carrie was impressed by his positive attitude towards life, his career, and business in general. This frequent contributor to the forum can usually be found in the "Most Expert," "Most Stimulating" and "Most Active" categories as well as "Top 25 Experts." Read on to learn more about this active participant.

Profile: Meet Frank Hurtte

Or browse 1194 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 our seminar by Robert Kaden: Marketing Research the Guerilla Way. 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: Marketing Research the Guerrilla Way

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

Brand new member bwn1 asked for advice about an interesting direct mail idea - mailing frisbees to promote his/her services as an insurance agent.

The full discussion is an interesting read. But the highlight has got to be Randall's poem. Be sure to check it out.

Discussion: Frisbee Direct Mailer

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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