NOVEMBER 27, 2001   VOLUME 1, NO. 17 

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In this issue you’ll find our newest articles and more....

1 - Do Blondes Have More Fun?
2 - The Challenge of Keeping Emails Personal
3 - Laughing All the Way to the Bank?
4 - Why Santa's Marketing Works Better Than Yours...
5 - To Bundle or Not to Bundle?
6 - 8 Ways to Make Your Direct Marketing Copy Work Harder
7 - Shopping Until We Drop
- Advertising Information for
9 - + the top articles from our last newsletter - in case you missed it

Editor's Note: was recently picked as Harvard Business School's Working Knowledge "Site of the Week" for our "varied and expertly articulated articles running the gamut of marketing topics." Ok...just a little bit of self-promotion.

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Do Blondes Have More Fun?

A bunch of young women are sitting around a table full of martinis talking about what it's like to be women in a male-dominated company. Eventually the only blonde at the table blurts out "It's gotta be more fun if you're blonde!" She throws back the remainder of her apple martini, signals the waiter for another, and coolly declares "It doesn't matter. We can't ever really know for sure."

What is she talking about and what on earth does this have to do with marketing? Causation and careful experimentation. Marketers everywhere are tasked with finding out about causation. 'Is our new web design causing customers to buy more of our products?' 'Is our new viral marketing effort causing our brand awareness to increase?' 'Would having blonde hair cause me to have more fun…?'

It's virtually impossible to answer questions about causality with absolute certainty, but we can get close. blondes have more fun? Find out

The Challenge of Keeping Emails Personal
Use email to make sure out of sight doesn’t mean out of mind…
Full Story

Laughing All the Way to the Bank?
Do those funny ads really work?
Read about the trials and tribulations of humor in advertising

He knows if you've been bad or good....

Why Santa's Marketing Works Better Than Yours...

Santa Claus Inc. is well and profitable, right through recessions, depressions and just about any economic scenario. The reason why his marketing works better than yours is because he uses solid, dyed-in-the-wool psychology. He knows he doesn't have to use new-fangled techniques when his simple marketing has stood the test of time.

If you don't believe in Santa you'd better change your mind, because the fat man from the north pole rocks on and you can do the same if you stick to the basics.

Find out if your product or service matches the story

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To Bundle or Not to Bundle?
Microsoft went to court over it, but it’s more than just a legal issue.
Should you bundle your products or not?

Here’s how to work your copy to the bone....

8 Ways to Make Your Direct Marketing Copy Work Harder

In direct marketing campaigns - Audience is essential … Offer is Everything … Creative is merely Compulsory.

Fine. Nevertheless, Copy is still King. Here's why: without good copy, your perfectly-targeted audience might never understand that wonderful offer of yours - or, even if they're suitably impressed, may not summon up the energy to do anything about it.

So whether you're penning an e-blast yourself, or reviewing your agency's draft of an upcoming self-mailer, it pays to know the difference between highly effective copy - the kind that commands high response rates - and the kind that just speeds your campaign's journey to the recycle bin.

Here are 8 ways to make sure the copy does its on

Shopping Until We Drop
The behemoths of corporate consultancy still pay "analysts" to write
silly reports full of long words and outlandish predictions about us shopping all the time.

Oh no. e-commerce is morphing into u-commerce Advertising Information

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Top Articles from our Last Newsletter

Never Trust a 'Silent' Customer - Make complaining clients your biggest asset.

Will and Vision: How Latecomers Grow to Dominate Markets -
No, first movers don't have an advantage.

There are No Static Relationships - Learn to evolve with your customers.

Marketing in a New World - Advertising after Sept. 11.

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