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This Week's Marketing How-To

The Secret to Creating Compelling Case Studies

By Gail Martin. A well-told case study makes "getting to yes" easier. Here's how to create one. Get the full story >

Case Study

How a Consultant's Internet Radio Show Led to New Business, New Sources of Revenue

Company: CRM Essentials LLC
Location: Location: Atlanta
Industry: Consulting, B2B
Get the full story >
This Week's Top Articles

The Six Cs of Permission Email Marketing, Part 1
By Karen Talavera. With marketing channels proliferating and messaging devices diversifying, be sure you genuinely understand "permission." Get the full story >

MarketingProfs Podcast: Twitter, Google Docs and The Connectors
By John Wall and Christopher Penn. This week: Marketing with Twitter, Google Docs for SEO, who the Connectors are... and why you need them. Get the full story >

Four Steps to Driving Value via Customer Engagement and Advocacy (Or: Putting the Relationship Back in Relationship Marketing)
By Andy Hasselwander and Laird Rawsthorne Ph.D.. "Relationship marketing" emphasizes customer retention and satisfaction over short-term transactions. Get the full story >

Unreal Marketing: Violating the Axioms of Authenticity
By James H. Gilmore & B. Joseph Pine II. As a marketing professional, do you proclaim your offerings to be real or authentic? Get the full story >

MarketingProfs Online Seminars

How to Invest in Branding to Impact the Bottom Line: The Harrah’s Story
February 21

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A Note to Readers
from Ann Handley
Chief Content Officer

Swig a Shot of Inspiration

Our snack-sized Get to the Po!nt newsletters have been consistently good lately. But yesterday's issue of GTTP: Marketing Inspiration really hit the mark. So, I’m recounting it here, with a gentle reminder to check out Marketing Inspiration and its brethren.

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Yesterday's issue described a television ad for a service called Lifelock, which shows a large panel truck cruising the streets of Manhattan with the social security number of its CEO Todd Davis emblazoned in a bright red, easy-to-read font. My friend (and MarketingProfs Daily Fix blogger) Lewis Green told me that he always considered it a farce -- and I did, too. But it's not.

Actually, "it turns out Davis isn't out of his mind," reads Marketing Inspiration. "Instead, he's actually making the best possible case for his product. 'Why publish my social security number?' he asks. 'Because I'm absolutely confident LifeLock is protecting my good name and personal information, just like it will yours.' He finishes off by announcing a $1 million guarantee."

"You can probably anticipate why we consider this Marketing Inspiration: By making himself as vulnerable to identity theft as anyone can possibly be, Davis exhibits a breathtaking confidence in the service he sells.

"How we can convey that level of faith in our own companies?" it asks.

Check out Monday’s issue of Marketing Inspriration, or
sign up for the newsletter here
. And.. enjoy!

p.s. Another gentle reminder: More than 4,000 marketers have reserved their seat at the B2B 2.0 Expo! There's no reason to miss it – the program rocks, and it's FREE.

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