Vol. 3 , No. 40     October 12, 2004


In this Newsletter:

  1. Why Your Customers Are Always Right and You Are Always Wrong
  2. The Power of the Industry Blog
  3. You Won the Client! Now Start Marketing
  4. The Top Three Mistakes in Hispanic Marketing
  5. SWOT Team: Boosting Survey Reponses
  6. Dare Not to Advertise
  7. 10 Ways to Tutor Advertising Students



Claria can show your ad to just the people who are interested in your product or service, and the results are stunning.
Find out what Claria can do for you.

Get our MarketingProfs RSS Feed here

See below for Advertising, Subscription and Contact information.

Allen Weiss
Why Your Customers Are Always Right and You Are Always Wrong

As marketers, we are trained to focus on customers and learn what makes them tick. We help our organizations respond to the needs of customers. And we do all we can to make them loyal to our products and services.

But our own brains are hardwired in ways that sometimes cause us to miss the mark. To connect and deepen relationships with our best customers, we must recognize that in two fundamental ways our own natural instincts throw us off course.

Get the full story.

Please note: This article is available only to paid subscribers. Get more information or sign up here.


Best Practices for Turning Leads into Customers
Learn about effective relationship marketing including nurture strategies for building a bigger more profitable customer base.
Download now!

Catherine Parker
The Power of the Industry Blog

Word of mouth may be one of the more informal elements of the marketing mix, but it's by no means less effective.

In fact, if your company is releasing a new product or service, no formal marketing method meant to increase its exposure can match the power of people talking to each other about it.

When it comes to Internet marketing, one of the ways to kick-start this process is to get your piece of news mentioned on possibly the most effective online mouthpiece around: the industry blog.

Get the full story.

Mike Schultz
You Won the Client! Now Start Marketing

When conversations at service firms turn to marketing, new client acquisition tends to top the agenda. "How can we get more new clients?" service firm leaders routinely ask. Retention marketing never seems to come up.

But marketing to current clients should be front and center in any service revenue generation discussion.

Get the full story.


A Note to Readers

Learn Something New

Greetings, discerning readers!

Part of the reason that I love what I do is that – like you – I'm always learning a thing or two.

This week, for example, I love the piece by first-time contributor Blaire Borthayre, who writes about the Hispanic population boom that has sent US companies scrambling to win a piece of the lucrative pie.

Hispanic buying power for 2002 totaled $580 billion, Borthayre writes, with a predicted compound annual growth rate of 8.7%.( The standard rate for non-Hispanics, meanwhile, is 4.8%.) By 2007, the dollar power of Hispanics will rise to roughly $926.1 billion.

That's a number that marketers can't afford to ignore. But sadly, many marketing campaigns designed to reach the Hispanic market are ineffective. Read why.

Elsewhere this week, our own Allen Weiss taught me something new in his Premium piece, "Why Your Customers Are Always Right and You Are Always Wrong."

Allen discusses (among other things) the impulse to blame someone else when things go wrong. Psychologists call it the "Fundamental Attribution Error," and it is rooted in a strong but very human impulse to believe that we are right and others are wrong.

If you've ever walked away from dealing with a company's customer service department feeling like you did something wrong – like maybe you, the customer, were simply uninformed or simply incorrect or simply, well…simple, then you must read this article! (As the therapists say, you must first understand and name a problem before you can begin to conquer it!)

Thanks for stopping by. As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Case Study: PeopleSoft's Crisis Communication Response to the Oracle Takeover Bid (Part 2: Bringing in the Allies)
  2. 10 Things I Hate in a Web Site
  3. Direct Response Versus Awareness Advertising: Which Way Should You Go?
  4. Mystery, Model, Method, Madness: The Realities of Brand Evolution
  5. SWOT Team: The WOW Factor
>>Sponsored Links
Sending email newsletters? Meet Emma.
She's the Web's most stylish email marketing service.
I like style. Tell me more, Emma...
Web Activity Analysis: Best Practices
Learn practical approaches you can apply in your Web organization
MarketingProfs Online Seminars

Recent Know-How Exchange Questions/Answers

  1. Marketing Grad In a Sales Position? Is It Good?
  2. Obstacle To Closing Sales
  3. Information Request
  4. Should Customers Drive Organizational Structure?
  5. Is Marketing a Waste Of Money?


Blaire Borthayre
The Top Three Mistakes in Hispanic Marketing

By 2007, the dollar power of Hispanics is predicted to rise to $926.1 billion. The Hispanic community clearly holds a great deal of economic clout, which certainly explains why marketers are vying for its attention.

Unfortunately, many marketing campaigns are ineffective. Here are the top three reasons.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Boosting Survey Responses

This week, how can you entice more people to consider filling out your surveys? Join the conversation!

Also this week: What loyalty programs are most effective at addressing both local and international customers?

Get the full story.


WARNING: May Cause Coworkers to Stare

Premium content from the 'Profs.
It's creepy how much you'll learn.
Learn more here

Paul A. Barsch
Dare Not to Advertise

Paul suggests something pretty controversial: it is entirely possible to market your products or services effectively—with minimal advertising.

Now as the foundations and pillars of rational marketing thought come crashing down, please let him explain.

Get the full story.

Robert Gustafson and Michael Hanley
10 Ways to Tutor Advertising Students

Some ad industry leaders have complained that recent college graduates are ill prepared for today's competitive environment.

Why? Because ivory tower professors, they say, are out of touch with the "real world."

So maybe it's time for advertising people to give something back, for the sake of our industry's future. Here are 10 ideas.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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 without the hype and self-promotion found elsewhere.

We value your Privacy!

Advertising Info

Reach a professional advertising and marketing audience. Visit 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, change your email address by going here.

To leave our mailing list, simply send us a blank e-mail here.

Copyright © 2004 MarketingProfs.com. All rights reserved.
MarketingProfs, LLC  | 419 N. Larchmont  |  #42 |  Los Angeles, California  |  90004
We protect your privacy
All logos and names are the copyrights of the respective owners