Vol. 3 , No. 18     May 6, 2003


In this Newsletter:

  1. The Seven Commandments of Great Marketing
  2. Reinvigorating Channel Marketing
  3. Un-Retiring Wallets and No Blue Hair: Senior Women
  4. Under the Hood at Volvo's Digital Garage
  5. Why PowerPoint Quality Is Meaningless
  6. Are You Using This Emergency Email Tactic in Your Marketing?
  7. Dear Tig: Seeking Flexible Clients and Work When You’re “Over-qualified”


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David Sudjian
The Seven Commandments of Great Marketing

Seven commandments for marketing and brand building are being chiseled onto new stone tablets. Following them...well, religiously (!) is now essential for compelling customers to embrace your brand.

Get the full story.

Lee Marc Stein

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Bill Hansen
Reinvigorating Channel Marketing

How do we develop channel marketing practices that might put some life back into the by-the-numbers effort characteristic of so many campaigns?

With a few basic yet critical changes, sales channel marketing can be fresh again. It can also offer predictable sales growth and improved return on investment.

It all boils down to one word—guarantee.

Get the full story.

Andrea Learned
Un-Retiring Wallets and No Blue Hair: Senior Women

Why should you pay attention to the senior women's market? Because during the next 20 years, the number of 50+ Americans will grow by a whopping 40 million people.

And as the mature segment of our society continues to shift from being the poorest to the richest, companies and industries that can sensitively and creatively meet their needs are posed for explosive growth.

Get the full story.


A Note to Readers

Readers Talk Back

Greetings this week from sunny Los Angeles!

Last week, I posed the question: If you could give people doing business online one piece of advice, what would it be?

Thanks to all of you who responded! I couldn’t include all of your advice here, but here’s a sampling:

“I always tell my web clients that they CANNOT forget about their offline marketing…the web is not the field of dreams; it can take a lot of work. Conversely, assuring them that they're not…throwing their money away with a web site, can also be a challenge!” -- Kera McHugh

“Two words. 'Measure everything.’ Everything you do on the web can be measured, the problem is that businesses don't measure the correct things. They are happy to plod along with programs written by technicians that tell you how many browsers use Netscape or Internet Explorer. …Use conversion rates and business objectives as a measurement, test and experiment with copy and content until you have it right and then stick with that as a formula for success.” -- Steve Jackson

“Give something of value away at no charge. Examples might include free white papers (e.g. many vendors do this), downloadable evaluation versions of software (e.g. Coffee Cup HTML Editor), business services (e.g. VistPrint "free" business cards), and so on. If an online vendor shows a willingness to meet an interested prospect part way with ‘no strings attached’ value items, a good many of those prospects will convert to loyal customers.” – Basil Harris

“Whenever you receive an offer by e-mail that looks too good to be true, don't fall for it. The old saying is true, the offer is not.” -Eduardo A. Bonacic-Doric

As always, your feedback is both welcome and encouraged.

Until next time,

Ann Handley


Last Issue's Top 5

  1. Career Building: A Great Approach to Branding?
  2. Relationship Marketing King Wal-Mart Still No. 1
  3. The Value of a Brand Lies in Its Service…An Update
  4. You Call That Integrated Marketing Communications?
  5. How to Improve the Quality and Cost of B2B Leads (Part 2 of 2)

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Mktg. Metrics Top 5

  1. Measuring Data: Whadda Ya Got?
  2. Not Everything That Can Be Counted Counts
  3. Parting the Fog of Visitors
  4. ROI: Friend or Foe?
  5. Understanding Financial Value Creation


David Berkowitz
Under the Hood at Volvo's Digital Garage

Even with small budgets, automakers are doing some pretty interesting stuff online. Read about one car maker's ever-growing commitment to the Internet.

Get the full story.

Michael Fischler
Why PowerPoint Quality Is Meaningless

There’s been a lot of discussion here and elsewhere about building good PowerPoint presentations. With all due respect, says Michael, these discussions miss the point.

The difference between a good presentation and a lousy one has nothing to do with slides.

Get the full story.


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Sean D’Souza
Are You Using This Emergency Email Tactic in Your Marketing?

If your business sputters for any reason whatsoever, here is an excellent email tactic that you can use in your marketing.

Get the full story.

Tig Tillinghast
Dear Tig: Seeking Flexible Clients and Work When You’re “Over-qualified”

This week, Tig weighs in with what to do when you're over-qualified for a job, and answers: How do you convince a client to be more flexible with a contract?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

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