Vol. 3 , No. 39     September 30, 2003


In this Newsletter:

  1. Good Positioning Is a Sacrifice
  2. Survive an Acquisition With the SWOT Team
  3. Making Marketing Matter: A Discussion with Futurist and ‘Fool’ Watts Wacker
  4. Mind the Gap
  5. The Internet Generation
  6. They Laughed When I Said There Was a Secret to Writing Good Headlines
  7. Do You Shoehorn Your Search Terms?


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Michael Fischler
Good Positioning Is a Sacrifice

When we establish a position in the marketplace, we define ourselves. We let people know what we do and for whom we do it.

Which means, by definition, that we also let people know what we don’t do—and for whom we provide no value.

And that strikes fear into the hearts of business people the world over. Exclude someone? We can’t do that!

Oh, but you must.

Get the full story.

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Tamara Halbritter and Hank Stroll
Survive an Acquisition With the SWOT Team

When a company is purchased, most people affected usually aren’t prepared. They are thrown into a completely new situation, usually chaos. They don’t get time to assimilate. They are asked to do their job differently, if they’re lucky.

Come to the rescue with any advice you can give on: how to prepare for an acquisition.

Also this week, read your answers to the age-old quest for coordinating marketing with another department: How do your marketing team and call center work together?

Get the full story.

Roy Young
Making Marketing Matter: A Discussion with Futurist and ‘Fool’ Watts Wacker

Watts Wacker is the coauthor of three groundbreaking books that give marketers the tools and language to work on creating a bright future for their organizations. Marketers can learn from his understanding of social, political, economic and technological trends that will shape the future marketing landscape.

Here, he discusses the role of marketing in organizations today and offers his perspective on how marketers can earn a seat at the strategy table.

Get the full story.


A Note to Readers

Both Sides, in Two Weeks

The very first in the series of MarketingProfs online educational seminars kicks off on October 13—that’s less than two weeks away!

The three-hour seminar is titled "Evaluating and Improving Client-Agency Relationships," and it’s taught by my colleague and fellow dog lover Tig Tillinghast.

Tig happens to know a thing or two (or a thousand) about client and agency structur es and practices, because he’s looked at agencies (to paraphrase Joni Mitchell) from both sides, now, having done time at Leo Burnett, J. Walter Thompson and McCann Erickson—as well as on the client side. Last year he published his first book, the aptly named Tactical Guide to Online Marketing.

Check out Tig’s seminar, which starts its three-session run on Monday, October 13, at noon. See the specifics and sign up here.

Hope to see you there!

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. SWOT Team Spies on the Competition
  2. Say Something Worth Talking About
  3. Think the Way Your Customer Thinks
  4. How to Write Right to Your Customers’ Hearts
  5. Making Marketing Matter: Winning Decisions
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Tom Barnes
Mind the Gap

Your CFO is skeptical of your marketing initiatives because he sees them as the riskiest thing your company does.

If you want your ideas to work and see them implemented, you’ve got to aggressively manage the risk side. Show your prospects how your proposition is twice as good as doing nothing. Show your management how marketing is half as risky financially as not marketing at all.

Get the full story.

Dana Blankenhorn
The Internet Generation

Finding a niche, defining a paying market, reaching that market and serving it—that’s the game. Technology is a means to that end, not the end itself.

Get the full story.

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John McMahon
They Laughed When I Said There Was a Secret to Writing Good Headlines

Did John get your attention with this headline? That was the plan.

An effective headline is the most important aspect of any successful print ad. Read on for a headline primer.

Get the full story.

Scott Buresh
Do You Shoehorn Your Search Terms?

After a site is built, many business owners trying their luck at SEO will employ a “shoehorn” approach. Sure, it can be less costly and usually involves fewer alterations to an existing site than a comprehensive approach.

But it has a primary drawback.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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