Vol. 3 , No. 20     May 20, 2003


In this Newsletter:

  1. Your Web Site is Useless and Invisible
  2. The Three Cs of Branding
  3. Adapting Blog Technologies to Corporate e-Newsletters
  4. 10 Rules of Writing for the Web
  5. Absolutely Everything You Need to Know About Selecting a Search Engine Optimization Company
  6. How Can Marketing Improve Customer Loyalty?
  7. Dear Tig: The Agency Lifestyle and Striking Out On Your Own


Conversion is the #1 e-metric you need to know

Do you know yours? Do you know how to improve it? Spend 10 minutes with WebTrends and conversion guru Bryan Eisenberg to learn the essentials on conversion. Watch the educational, interactive presentation

Don't Miss the Top Ten Section Halfway Down!

See below for Advertising, Subscription and Contact information.

Mitch McCasland
Your Web Site is Useless and Invisible

If your company has a Web site, Mitch has some news for you: He visited your Web site and it looks like crap. He can’t use it. Worse yet, it may not even appear in his browser at all.

Sound like your worst nightmare? It's probably true.

Get the full story.


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William Arruda
The Three Cs of Branding

Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease. Strong brands have something else in common -- they all exhibit the “three Cs” of branding.

Does your brand pass the Three C Test?

Get the full story.

Todd Brehe
Adapting Blog Technologies to Corporate e-Newsletters

If blogs are changing the way individuals publish on the Internet, so, too, can they change the way businesses interact with their clients and customers.

Here's how to adapt blog technologies to your corporate electronic newsletters. But first, a primer....

Get the full story.


A Note to Readers

For Fun and Profit

There was a fun piece in Sunday’s New York Times about blogging. Once a fringe pursuit attracting an equally fringe audience, blogging—the idea of creating an online memoir—has shifted squarely to the center, with an estimated 3 million bloggers letting it all hang out.

The Times article appeared in the newspaper’s lifestyles section. But blogging isn’t just for breakfast anymore, apparently.

In today’s newsletter, Todd Brehe offers a primer for the corporate audience, as well, and suggests that the technology is well suited to corporate newsletters and other forms of customer communication.

Blogging is not for the faint-hearted, however. Letting your employees, customers, and vendors chat freely about your company requires a strong constitution. As Br ehe writes, it requires “ex tending trust” and “giving up some of the control a company would normally have when it publishes a press release or hosts its own online forum.”

For the company that embraces blogging as both art and science, however, the upside of an authentic and collective blog “voice” is tremendous.

Check out Brehe’s article. And let me know what you think. As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. A Just Cause: Creating Emotional Connections With Customers
  2. Is Your Own PowerPoint Quality Really Meaningless?
  3. Response Measurement: Tracing a Customer’s Behavior
  4. Who Owns Your Brand?
  5. Words That Work for Audio: A Little Sound Advice
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Email Strategy
Top 5

  1. Are You Using This Emergency Email Tactic in Your Marketing?
  2. 7 Nitty-Gritty Tips To Publish A Monthly E-newsletter
  3. The Hippie Days Are Gone
  4. Email 101: How to Market Effectively
  5. The Marvelous, Mysterious Life of an E-Mail Newsletter.


Gerry McGovern
10 Rules of Writing for the Web

You can’t read this enough: writing for the Web is not the same as writing for print.

People read differently on the Web. They scan read—jumping quickly from one piece of content to the next. People are much more action-orientated on the Web. They get online to get something done. Words should always be driving actions.

Here are 10 rules for writing effective web content.

Get the full story.

Scott Buresh
Absolutely Everything You Need to Know About Selecting a Search Engine Optimization Company

Do you know what to look for in a search company?

Many businesses that haven’t previously used search engine optimization to promote themselves are unsure how to evaluate potential vendors, and many are intimidated by the entire concept.

Listen up: Here’s some advice for the selection process.

Get the full story.


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Michael Perla
How Can Marketing Improve Customer Loyalty?

Marketing can play a critical role in improving loyalty with the customers your company wants to keep. In fact, there are three specific areas where marketing can have a significant impact.

Get the full story.

Tig Tillinghast
Dear Tig: The Agency Lifestyle and Striking Out On Your Own

This week, Tig looks behind the screen at the agency lifestyle: Is it all champagne, caviar and free tickets? Also, how does a marketing consultant price her services?

Get the full story.


Publisher:Allen Weiss

Conten t: Ann Handley


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