To view this issue on the Web, use this link: http://www.marketingprofs.com/webnews/8/news2-19-08_0.asp ============================================================== MARKETINGPROFS - TODAY ============================================================== February 19, 2008 Volume 7, No. 7 ============================================================== sponsored by: EMBANET http://msmm.onlinenec.com/mpnews =============================================================== THIS ISSUE'S ARTICLES: 1 - The Secret to Creating Compelling Case Studies http://www.marketingprofs.com/8/case-studies-with-heart-martin.asp 2 - The Six Cs of Permission Email Marketing, Part 1 http://www.marketingprofs.com/8/six-cs-permission-email-marketing-part-1-talavera.asp 3 - MarketingProfs Podcast: Twitter, Google Docs and The Connectors http://www.marketingprofs.com/8/marketingprofs-podcast-twitter-google-docs-connectors-wall-penn.asp 4 - Four Steps to Driving Value via Customer Engagement and Advocacy (Or: Putting the Relationship Back in Relationship Marketing) http://www.marketingprofs.com/8/driving-value-via-customer-engagement-advocacy-hasselwander-rawsthorne.asp 5 - Unreal Marketing: Violating the Axioms of Authenticity http://www.marketingprofs.com/8/unreal-marketing-violating-axioms-authenticity-gilmore-pine.asp PREMIUM CASE STUDY: How a Consultant's Internet Radio Show Led to New Business, New Sources of Revenue http://www.marketingprofs.com/casestudy/76 A NOTE TO READERS: 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. 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 a href=" http://www.marketingprofs.com/newsletters/marketing/addons.asp "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. ============================================================== sponsored by: LYRIS http://forms.lyris.com/hq?leadsource=215 ================================================================ 1 - THE SECRET TO CREATING COMPELLING CASE STUDIES A well-told case study makes "getting to yes" easier. Here's how to create one. http://www.marketingprofs.com/8/case-studies-with-heart-martin.asp **************************************************************** 2 - THE SIX CS OF PERMISSION EMAIL MARKETING, PART 1 With marketing channels proliferating and messaging devices diversifying, be sure you genuinely understand "permission." http://www.marketingprofs.com/8/six-cs-permission-email-marketing-part-1-talavera.asp **************************************************************** 3 - MARKETINGPROFS PODCAST: TWITTER, GOOGLE DOCS AND THE CONNECTORS This week: Marketing with Twitter, Google Docs for SEO, who the Connectors are... and why you need them. http://www.marketingprofs.com/8/marketingprofs-podcast-twitter-google-docs-connectors-wall-penn.asp ============================================================== sponsored by: HARVARD BUSINESS SCHOOL http://altfarm.mediaplex.com/ad/ck/9203-53019-18200-6 ================================================================ 4 - FOUR STEPS TO DRIVING VALUE VIA CUSTOMER ENGAGEMENT AND ADVOCACY (OR: PUTTING THE RELATIONSHIP BACK IN RELATIONSHIP MARKETING) "Relationship marketing" emphasizes customer retention and satisfaction over short-term transactions. http://www.marketingprofs.com/8/driving-value-via-customer-engagement-advocacy-hasselwander-rawsthorne.asp **************************************************************** 5 - UNREAL MARKETING: VIOLATING THE AXIOMS OF AUTHENTICITY As a marketing professional, do you proclaim your offerings to be real or authentic? http://www.marketingprofs.com/8/unreal-marketing-violating-axioms-authenticity-gilmore-pine.asp **************************************************************** ============================================================== ================================================================ TOP ARTICLES FROM OUR LAST NEWSLETTER 12 GLOBAL SMALL BUSINESS TRENDS TO WATCH IN 2008 http://www.marketingprofs.com/8/global-small-business-trends-in-2008-delaney.asp EMAIL MARKETING AND SMALL BUSINESSES: WASTE OF TIME OR WORTH THE EFFORT? http://www.marketingprofs.com/8/email-marketing-small-business-nason.asp FIVE TIPS FOR MARKETING IN A RECESSION http://www.marketingprofs.com/8/five-tips-marketing-in-a-recession-gow.asp THE POWER OF BRAND REPOSITIONING: A FOUR-PHASED PROCESS http://www.marketingprofs.com/8/power-of-brand-repositioning-four-phased-process-pollack.asp **************************************************************** SUBSCRIBE TO OUR FUTURE NEWSLETTERS Not a subscriber? Get the latest web and off-line marketing know-how delivered bi-weekly. Solid ideas backed by theory, experience and understanding. We give it to you free without the hype and self-promotion found elsewhere. http://www.MarketingProfs.com/Newsletter/signup/subscribepage.asp?t=MPnews **************************************************************** INFO ABOUT MARKETINGPROFS.COM MarketingProfs.com is an online publishing company that specializes in providing both strategic and tactical marketing know-how to Internet and offline marketing professionals through a combination of provocative articles and commentary. Get original, not recycled ideas. ADVERTISING INFO If you want to reach a marketing audience, won't find a better place to advertise on the web. 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