Vol. 3 , No. 27     July 8, 2003


In this Newsletter:

  1. How To Successfully Extend Your Brand
  2. 5 Key Questions (You’ve Been Dying) To Ask About Business Blogs
  3. Making Brands Relevant Online (Part I)
  4. The Devil Is In the Details
  5. Write What You Know: Establishing Thought Leadership
  6. Are Your Headlines Missing These Precise Psychological Triggers?
  7. Dear Tig: Techies As Marketing Roadblock, and How Do You Reach Elusive Customers?


How Effective Can We Make Your Online Advertising?

Gator can show your ad to just the people who are interested in your product or service, and the results are stunning. Online ads with insight. Gator

Don't Miss the Top Ten Section!

See below for Advertising, Subscription and Contact information.

Vincent-Wayne Mitchell and Daniel J. Edelman
How To Successfully Extend Your Brand

Understanding the way consumers evaluate whether or not a brand extension "fits" with a core brand is central to the success of the brand extension. Often, marketers misunderstand the way their customers think.

Here’s the latest thinking of what factors to consider and what process to follow.

Get the full story.


Need more Web site intelligence?
Analyze visitor behavior, marketing campaign results, site architecture and content usage with one Web analytics solution: NetTracker from Sane Solutions.

Debbie Weil
5 Key Questions (You’ve Been Dying) To Ask About Business Blogs

Will business blogs replace e-newsletters as the most powerful, cost-effective tool for communicating with customers? Should every company be adding a blog to its site – or replacing a static site with an ever changing Weblog?

Here are five questions you’ve been dying to ask about business blogs.

Get the full story.

Mitch McCasland
Making Brands Relevant Online (Part I)

When a brand goes online, what expectations do consumers have? What information is anticipated? Motivating?

And which features of the Web site will best reinforce the value of the brand with the customer?

Get the full story.


A Note to Readers

The Ministers of Marketing

I’ve just returned from a few restorative days at the shore, where I was reminded of something important: a book read ocean-side is always more enjoyable. Its message tends to find a more receptive reader when the sun is warm on the skin and the surf is crashing close by.

Dragon Spirit: How to Self-Market Your Dream (Newmarket, 2003), might be an exception, though. You could read this book folded into a coach airline seat or with an ocean breeze wafting in. But, either way, it remains a breath of fresh air.

Written by Ron Rubin and Stuart Avery Gold, the founders and "ministers" of The Republic of Tea, the book is part motivational discourse, part solid business sense.

“Be guided by your heart” exists alongside nuts and bolts advice on “building buzz” and creating a recognizable visual identity.

Like their British Breakfast tea, it’s good stuff.

What I really liked about Dragon Spirit was its customer-centric perspective, which is something we marketers need to be reminded of every so often:

Success comes by “rising above the hollowness of mass marketing, abandoning the entanglements of the seller, transcending to become the customer.

“By relinquishing the opiates of marketing, and letting go of the language of the seller, you will approach business from the needs of the customer, not yours.”

As always, your feedback is both welcomed and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. What’s Your Value Proposition?
  2. Marketing and the Unimagined Other
  3. Take Full Responsibility For Your Web Content
  4. Do Corporate Brands Matter?
  5. Telling It Like It Is: The Art of Mining Compelling Quotes
>>Sponsored Links
Reach 85,000 Marketing Decision Makers
Affordable advertising for all types of budgets.
Click Here To Get Our Current Rates

Selling Top 5

  1. Stripping for the Audience: Secrets of Great Presenters
  2. How To Use Engagement Marketing To Shorten Your IT Sales Cycle
  3. Is Sales From Mars, and Marketing From Venus?
  4. How To Improve the Quality and Cost of B2B Leads (Part 1 of 2)
  5. How to Improve the Quality and Cost of B2B Leads (Part 2 of 2)


Kristine Kirby Webster
The Devil Is In the Details

What are the integral elements of the branding process? What's the best way to deploy these elements in order to earn the kind of loyalty that leads to growth?

Trying to explain this all succinctly is quite similar to herding cats, Kristine says. But she manages to do it very well!

Get the full story.

Jerry Fireman
Write What You Know: Establishing Thought Leadership

Chances are that your organization has more than enough knowledge to create a powerful article. The challenge comes in extracting that knowledge, and turning it into a publication-quality article with the least pain and effort on the part of everyone involved.

Get the full story.


SPSS Rapid ROI Online Seminar Series On Demand

Every month, SPSS Inc. features customers in retail, telecommunications, banking and many more, who have achieved success and improved their bottom line with the aid of SPSS solutions. Click here to learn more!

Sean D’Souza
Are Your Headlines Missing These Precise Psychological Triggers?

The last thing you need is a do-nothing headline that takes your marketing strategy down with it.

Find out for yourself the precise psychological reasons why headlines entice us.

Get the full story.

Tig Tillinghast
Dear Tig: Techies As Marketing Roadblock, and How Do You Reach Elusive Customers?

What do you do when IT gets in the way of marketing? Also, how to crack a tough B2B market.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

info @MarketingProfs.com

Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com

Subscribe to our Future Newsletters

Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you free without the hype and self-promotion found elsewhere.

We value your Privacy!

Advertising Info

Reach a professional advertising and marketing audience. Go here to get our contact info. and our current media kit.
Helping marketers from all industries succeed online through highly effective email technology and professional services.
You received this newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com, or because you subscribed to our newsletter. You can easily change the newsletter format to text or html, or change your email address by going here.

To stop delivery, please send us a blank e-mail here:

Copyright © 2003 MarketingProfs.com. All rights reserved.
We protect your privacy
All logos and names are the copyrights of the respective owners