Vol. 3 , No. 22     June 3, 2003


In this Newsletter:

  1. No Rest for the Query
  2. Is Sales From Mars, and Marketing From Venus?
  3. 5 Tips to Write a Sexy Teaser
  4. How To Treat Your Marketing Message
  5. Get A Grip On Global Sales
  6. Can Three Words In Webster's Dictionary Be The Key To Customer Loyalty?
  7. Dear Tig: The Cost of High-Tech Marketing, and How Much Is News Coverage Really Worth?



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Nick Wreden
No Rest for the Query

Is the search engine Google the operating system of the Internet? That's what Nick believes, and he says it has a lot of implications for branding.

In his view, companies must place a great deal more attention on search engine marketing than they do now. It is not only much more important to corporate branding and sales than many realize, but will become even more vital when search engines are combined with geolocation and other capabilities.

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Scott Santucci
Is Sales From Mars, and Marketing From Venus?

You’ve heard it before many times, the seemingly endless “he said, she said” debate between sales and marketing. Many CEOs feel like they are counselors and could write John Gray’s next relationship advice book.

Clearly, the “counseling” approach isn’t working, as the divorce rate between software companies and their marketing leadership is extremely high. Can anything be done to fix their issues?

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Debbie Weil
5 Tips to Write a Sexy Teaser

Crafting these first words or sentences to entice readers to click through for the full story is both an art and a science. Successful teasers draw on the basic principles of direct response marketing as well as good journalism. And they throw in a little sex, to boot!

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A Note to Readers

The Internet's Operating System

Search as branding tool?

Yep – that’s what this week’s lead columnist, Nick Wreden, writes.

His piece, in which he calls search engine heavyweight Google the “operating system” of the Internet, is a compelling read about how the increasing sophistication of the search world affects what brand managers and marketers are doing in the front lines.

Next up, "geotags." A search on "restaurants," for example, will display sites according to their proximity to you. "Geoencryption" may enable data to be seen only in certain locations.

Writes Wreden, “This potentially could change retailing as much as malls did in the '60s. Rather than location, location, location being the key to success, it may well be the amount of data that is made available.

"The most eye-catching sign or store window will matter less to branding than being listed atop the right wireless databases or yellow-pages services,” he says.

It’s good stuff. Take a look and tell me what you think.

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. The Process of Selecting a Position
  2. Ask Me If I Care: Reaching Out to Real Customers
  3. Brand Heritage: Just Who Is Your Brand Anyway?
  4. 3 Steps to Optimizing Your Web Site's Search
  5. The Quiet Death of the Major Re-Launch
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Ad/Promotion Top 5

  1. A Just Cause: Creating Emotional Connections With Customers
  2. The Quiet Death of the Major Re-Launch
  3. Is Your Own PowerPoint Quality Really Meaningless?
  4. Absolutely Everything You Need to Know About Selecting a Search Engine Optimization Company
  5. Words That Work for Audio: A Little Sound Advice


Doug Edge
How To Treat Your Marketing Message

Doug's been getting a lot of direct solicitations lately -- so many so that he's beginning to wonder if tricking people to open a direct mail piece or email is a good way to start a relationship with a prospective customer.

So how should real companies give their direct mail and email marketing messages a little integrity?

Get the full story.

Laurel Delaney
Get A Grip On Global Sales

One of the first moves a company makes to remain competitive in a daunting global marketplace is to slash prices.

Makes sense, right? Tough times call for bold decisions. You slash prices to get a grip on global sales, yes?

Actually, no.

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Sean D'Souza
Can Three Words In Webster's Dictionary Be The Key To Customer Loyalty?

Are your customers so loyal that they will stick with you through thick and thin?

If not, you really need to question how you can create a customer relationship that really sticks. You don’t have to go far. Reach for your Webster’s dictionary and you’ll discover a hidden secret to customer loyalty.

Get the full story.

Tig Tillinghast
Dear Tig: The Cost of High-Tech Marketing, and How Much Is News Coverage Really Worth?

This week, Tig looks at the peculiarities of high-tech marketing, and ponders: How much is news coverage really worth?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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