Vol. 3 , No. 44     November 4, 2003


In this Newsletter:

  1. Develop a Five-Year Plan for Your Site
  2. SWOT Team: How Do You Pitch Quality?
  3. Actions Speak Louder Than Words
  4. Making Marketing Matter: Building Its Brand (Part 1)
  5. What Is RSS, and Why Should You Care?
  6. How To Avoid an Employee Power Play
  7. Between the Pages of Angel Customers and Demon Customers


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Gerry McGovern
Develop a Five-Year Plan for Your Site

Let’s dispel a big myth—that the Internet is changing so fast, it is impossible to plan for. That is absolute rubbish.

Here's what is true: Web sites change the way an organization communicates with its staff, customers, investors and the general public. A change in communication is a major shift for the organization. And to effectively implement such a change will take time. You need a five-year plan for your Web site.

Get the full story.


Claria auto SUV clients know their ads are only seen by people who are interested in SUVs. Formerly The Gator Corporation – find out what we can do for you.

Tamara Halbritter and Hank Stroll
SWOT Team: How Do You Pitch Quality?

This week, we seek your valuable advice for the current dilemma: How do you pitch quality over products that smell like a rush job and look and act cheap? How do you promote the best use of quality when a cost-driven solution takes less time?

Also, read your answers to last week's dilemma: what's the best way to promote high-quality products that require some investment of time and dollars?

Get the full story.

Kristine Kirby Webster
Actions Speak Louder Than Words

Kristine recently took her Saab in for service at the local dealer. A few weeks later, a survey arrived from Saab USA asking for a few minutes of her time to hear how she had felt about the recent service and about Saab in general. She filled it in, sent it back, and the whole time she thought, “They aren’t learning anything from me here.”

Why? Because they weren’t asking the right questions.

Get the full story.


A Note to Readers

The Real Thing

As a good friend of mine says, emotions almost always override intellect.

Perhaps no one would agree with him more than the new breed of marketers who are applying the methods of the neurology lab to the issues of the advertising world.

Calling themselves “neuromarketers,” this new… well, brand of marketers is intrigued with marketing as a practical application of psychology. They answer questions like, “If Pepsi tastes better than Coke, why is Coke the homecoming queen?”

And they dis other traditional marketing research techniques—like consumer focus groups—as a colossal waste of time.

What’s more, they find specific (read: measurable) activity in the brain to back up their assertions. Like: Coke rules because it has done a better job with its branding. And: focus groups are useless because participants tell you what they think you want to hear, not what they really think.

All of this is measured in an area of the brain called the medial prefrontal cortex, which scientists say governs high-level cognitive thinking, with a precision that some marketers find useful.

Read more about the concept of neuromarketing in Clive Thompson’s recent New York Times article, “There's a Sucker Born in Every Medial Prefrontal Cortex.” And let me know your thoughts.

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Fresh Eye for the Marketing Guy
  2. Making Marketing Matter: The Skills You Need According to Spencer Stuart’s Jerry Noonan
  3. Eight Steps to Getting Speaking Engagements
  4. Planning Process Out the Window? SWOT Team Gets It Back
  5. Will California’s Spam Law Kill Your Email Marketing?
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Branding Top 5

  1. Making Marketing Matter With the New York City Brand: An Interview With CMO Joe Perello
  2. Tapping into Brand Touchpoints
  3. The Three Cs of Branding
  4. Branding: The Concept That Ate the Ad Industry
  5. The Seven Commandments of Great Marketing



Roy Young
Making Marketing Matter: Building Its Brand (Part 1)

Just as marketers are experts in building and managing the products and service brands of their organizations, marketers should manage marketing as a brand asset of the organization.

So what is required to manage marketing as a brand asset of the organization?

Get the full story.

Amy Gahran
What Is RSS, and Why Should You Care?

RSS stands for Rich Site Summary (or Really Simple Syndication, take your pick). In a nutshell, RSS is a new way for people who publish content online to notify people interested in that content whenever fresh content is made available online.

So what's the big deal? Here are the basics.

Get the full story.

Dan Lazar
How To Avoid an Employee Power Play

While empowering employees is key to retaining them, surrendering too much may come back to bite you. Heed the warning signs and keep equilibrium in your business.

Get the full story.

Nick Wreden
Between the Pages of Angel Customers and Demon Customers

How many companies call themselves “customer-centric” while failing to see issues through customers’ eyes?

Larry Selden and Geoffrey Colvin argue in their book, "Angel Customers & Demon Customers," that any company that claims it’s customer-centric is “an outright fraud” unless it can pass a three-part test.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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