Know-How News by MarketingProfs.com

Issue 2 | January 12, 2007

Dear Small Business Marketers,

We have three especially great articles for you this week. Our cover story is tailor made for small business marketers. In it you'll learn what marketing materials will help you seal the deal. Then get some handy copywriting tips, plus ideas for spiffing up your presentations.

Next check out what's new in the forum. For starters, our new Book Club category has been buzzing. Also, in This Week in KHE you can click to check out the #1 hot topic (and find out how you can get in on ASVP/ChrisB's 10,000-point offer). Then access a seminar recording about marketing to Hispanics. And join in the fun with Last Laugh.

I hope you enjoy this newsletter!

Best wishes,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: An online community of 228,500 marketers

How to Produce a Marketing Toolkit That Eliminates the Need to Sell

Seven Sure-Fire Ways to Lose an Audience's Attention

When PowerPoint Is Not Enough

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How to Produce a Marketing Toolkit That Eliminates the Need to Sell

By John Jantsch

Done well, marketing can eliminate the need to sell. In fact, your marketing materials can do the job of selling if you focus on creating a set of materials that provide an education for the reader—an education that compels them to buy.

Most business owners can't really articulate why someone should buy from them. Lacking a compelling argument, many business owners attempt to fill brochures with nice sound bites or product descriptions. This type of marketing, typically housed in the tri-fold brochure, does little to help you stand out in a crowd, let alone educate.

Here are the steps to create a toolkit of marketing materials that are flexible, affordable, personal, practical, and most importantly, educational.

Get the full story.

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

Seven Sure-Fire Ways to Lose an Audience's Attention

By Alison Davis

Want to make sure your message doesn't get through? That your campaign disappears without a trace? That your communication program suffers a quick, painful death? Then be sure to try one of these attention-stoppers.

Get the full story.

When PowerPoint Is Not Enough

By Stanislav Kravets

Microsoft's PowerPoint long ago became one of the most popular tools for business presentations. That's likely because of its efficiency and simplicity. But what about cases when PowerPoint's resources are not enough to deliver on the goals of communication?

Get the full story.

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
ASVP/ChrisB david reich W.M.M.A. Jade berickson brandbuilding mchale cthompson kavita docmuller	marketingriot W.M.M.A. shghosh CK (Book Club Host) wnelson kathysmithcasts rjohnni ASVP/ChrisB charles.stannard bigstarnow	shghosh marketingriot Jo Masterson wnelson kathysmithcasts ASVP/ChrisB mbarber chung Jade Kaptain Komori

Long-time MarketingProfs member, Jade, asks a great question here. We especially like it because often we're so busy implementing that we forget to stop and think about the big picture. With this discussion, she helps us remember the difference between the two.

Discussion: What is Strategy? Why do I Confuse it With Tactics?

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

Today's perk for KHN subscribers is our seminar: Hispanic Marketing Essentials. 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: "Great intro to thinking about marketing to Hispanics, the need for a holistic approach, the media that appeal to them and how to use each to best advantage." Don't miss the chance to replay it. (Normally $99.)

Resource: Hispanic Marketing Essentials

Or browse 395 resources posted in our Resource Library.

"Bling" is one of those words that's a little funny all on it's own. But start a group of KHErs on a tagline brainstorming frenzy, and it gets even more entertaining. Perhaps it's just an irresistably tempting word to rhyme with? There's zing, thing, sparkling, bring ... Com'on, we KNOW you're thinking of others. Why not click below and add to the list? It's a great way to unwind on a Friday afternoon.

Discussion: Needed: Tagline for Online (Bling) Business

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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