Vol. 4 , No. 1     January 6, 2004


In this Newsletter:

  1. Q up for Success
  2. SWOT Team: Easing the Squeeze for Funds
  3. Everything You Know Is Wrong
  4. The Intranet Gets Serious: If You Can’t Measure It, You Can’t Manage It (Part 4)
  5. When ‘I Don’t Know’ Is the Best Answer
  6. Google Optimization: E-Commerce @ $0 Cost (Part 1)
  7. Communicate the Problem



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William Arruda
Q up for Success

People often associate someone’s IQ with his or her ability to be successful. And while important to your success, IQ becomes less important as you grow in your career.

Sure, being an expert in e-metrics or a highly creative marketing copywriter is important. But that value wanes as you start to manage people, build relationships and advance up the proverbial corporate ladder.

You can be a member of MENSA, but success may still elude you. There are other ingredients that are essential to ensuring your success.

That is where EQ comes in.

Get the full story.

Sisu Media

New Year’s Resolution?
Set Yourself Apart!

Sisu Media specializes in strategic brand, marketing and web solutions that capture audience and return results. Contact info@sisumedia.com for a free two page analysis! (restrictions apply)

Yvonne Bailey and Hank Stroll
SWOT Team: Easing the Squeeze for Funds

Sometimes, it takes money to make money. This week, weigh in with your answer to the problem: What's the best approach for getting a plan approved with the budget marketing wants?

Also this week, read the answers to the previous query: How can PR be used to correct bad management decisions and inferior customer service during financial difficulty?

Get the full story.

Jim Sterne
Everything You Know Is Wrong

Measuring visitors, page views and actions on your Web site is finally settling down and becoming a manageable task.

As we get accustomed to the tools and the terminology, the prospect of tracking things online is no longer as frightening as it used to be. At least that was the case until November 20, 2003.

Get the full story.


A Note to Readers

A New Year and New Readers

Greetings, discerning readers!

Welcome to 2004! This is our first issue of the new year. And lucky for us, we have plenty of reasons to celebrate.

This issue marks the third birthday of this beloved MarketingProfs newsletter, an event that coincides almost precisely with our reaching the 100,000-subscriber mark.

We didn’t plan it that way, of course. But it’s pretty cool, huh? (Or pretty “sick,” as my 12-year-old would say.)

So, happy birthday to us! And to our fervent and loyal readers—who make MarketingProfs what it is—a big thanks from the bottom of our hearts for all of your support, encouragement and occasional rotten tomatoes. I know you make my job here a whole lot more fun.

Before you turn to the banner issue before you, however, be sure to pay special attention to the lead article by William Arruda, “Q up for Success.” William has been a long-time contributor to the site (his contributions predate me), and he’s a guru on the subject of “personal branding” for career success. It’s a great topic to think about in 2004.

What’s “personal branding” in plain English? Basically, William shows marketers how to market themselves to advance their careers, and he’ll be leading a MarketingProfs seminar on the topic this month. (Included in the January 22 seminar, by the way, is a copy of his book on the subject.)

So check out William’s seminar, and of course check out this week’s newsletter. Drop me a line—your feedback is both welcome and appreciated.

Until next week,

Ann Handley


Last Issue's Top 5

  1. The Ultimate Web Traffic Dashboard
  2. Can You Really Create Persuasive Sales Copy out of Thin Air?
  3. Content Management Systems: How to Make Sure Yours Is Not the Downfall of Your Web Site
  4. How to Get Your Products Featured in the Mainstream
  5. SWOT Team Questions Click Data: Too Much Detail or Not Enough?
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Gerry McGovern
The Intranet Gets Serious: If You Can’t Measure It, You Can’t Manage It (Part 4)

Intranets don’t self-organize. Without planned, centralized information architectures and clearly defined published processes, they become unproductive.

Ask yourself this question: If your intranet were shut down tomorrow, would your organization become less productive, or would it become more productive?

Get the full story.

Brian Pelletier
When ‘I Don’t Know’ Is the Best Answer

A recent article in the Wall Street Journal explained that dolphins and some monkeys have “meta-cognitive” abilities.

In other words, they know that they understand things, and they also know that there are things they don’t understand.

In other words, these dolphins, unlike many marketing professionals, will admit that there are things they don’t know.

Get the full story.

Brian Klais
Google Optimization: E-Commerce @ $0 Cost (Part 1)

The Google search engine has emerged from the Internet Petri dish to dominate the search engine market space—if not the entire Internet.

Google’s deals to distribute search results to the likes of AOL and Yahoo have established a breathtaking critical mass worth over 80% of all Internet search. Are you looking to cut acquisition costs? Google presents any business—particularly merchants—an opportunity to do more than that.

How? Get the full story.

Irene Brooks
Communicate the Problem

It’s important that you communicate what you do in ways that help your prospective client understand that you are a solution to his problem.

How you position yourself makes the difference between getting that deer-in-the-headlight look from your prospect—or having him ask you for more information.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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go here or contact jim@MarketingProfs.com

Online Seminars: Roy Young

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