Vol. 4 , No. 3     January 20, 2004


In this Newsletter:

  1. What Do You Expect?
  2. SWOT Team: Taking Action
  3. Google Optimization: E-commerce @ $0 Cost (Part 2)
  4. Web Content Management: 10 Predictions for 2004
  5. Bridging the Chasm Between IT and Marketing
  6. Six Newer P’s to a Better Job Search
  7. Know Where Your Leads Come From? Think Again


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Michael L. Perla
What Do You Expect?

There is one question that every consultant, manager, or employee (or any person, for that matter) should be familiar with. It is a make-or-break question in terms of project success, relationship health, investment return, and product or service satisfaction.

It is a question that I always ask my prospects, my existing clients, and my wife—often numerous times a day. The first response given is often incomplete or too general, but it is the jumping-off point for eventually getting the question answered.

Get the full story.


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Yvonne Bailey and Hank Stroll
SWOT Team: Taking Action

What failsafe plan do you have for ensuring that what you know translates into what you do in 2004? This issue’s dilemma asks: What does it take to close the knowledge to action gap in your workplace?

Also this week: How do you convince a boss that it takes money to make money?

Get the full story.

Brian Klais
Google Optimization: E-commerce @ $0 Cost (Part 2)

The Google phenomenon is changing e-commerce. Here's the second part in a series of how merchants can get more product content indexed and visible to Google’s massive user base, in order to sell products no marketing cost.

Get the full story.


A Note to Readers

Exchanging Expectations

Greetings, discerning readers!

Lots of great stuff on deck this week.

Be sure to check out Michael Perla’s lead piece, “What Do You Expect?” What’s most interesting about this article is that it’s not really about marketing or business. If anything, it’s closer to something you’d read in your therapist’s office.

But Perla’s core message is interesting and central to any organization looking to develop (or broaden) a customer-centric perspective.

But wait!

Before you dig into this week’s content, wander over to our own Know-How Exchange and poke through the questions and answers there.

After only one week online, the Exchange has a broad array of issues in its archives. There’s some great stuff there. Just yesterday, for example, issues being tossed about were the pros and cons of writing a book to establish yourself as an “expert,” how to write a positioning statement, and ways to identify star sales people. And tons more.

Thanks for tuning in. As always, your feedback is both welcome and appreciated.

Until next week,

Ann Handley


Last Issue's Top 5

  1. It Takes a Village to Build a Brand
  2. SWOT Team Ponders the 4 P’s: Are They Still Relevant Today?
  3. Best Practices and Case Studies: Be Very Afraid
  4. How to Gain Control of Your PowerPoint
  5. Making Marketing Matter to the CEO: Strategies from Jack Trout
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Recent Know-How Exchange Questions/Answers

  1. Salary Indications Internet Marketing Related Jobs
  2. Branding In The Internet
  3. Positioning
  4. What Is The Best Way To Find Our First Sales Superstar?
  5. Repositioning To Start Over


Gerry McGovern
Web Content Management: 10 Predictions for 2004

Gerry predicts that this is the year when Web content comes of age.

Organizations will slowly stop viewing content as some cost that needs to be managed. Instead, they will begin to see content as an asset that can drive profits and productivity. A new role will emerge within many organizations: publisher/editor.

Read more predictions for this coming year.

Get the full story.

Dana VanDen Heuvel
Bridging the Chasm Between IT and Marketing

Are you ready to start working together with your IT department?

It’s amazing how little it actually takes to build a strong bridge between your IT and marketing camps when everyone is focused on the needs of the customer.

Get the full story.


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Debra Feldman
Six Newer P’s to a Better Job Search

Job-hunting has striking similarities to a marketing project.

Get the full story.

Michael Ortner
Know Where Your Leads Come From? Think Again

Are you not able to identify where your leads are coming from? Can you not measure the value of your Web visitors?

Maybe you're not looking close enough.
Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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