Vol. 3 , No. 44     November 9, 2004

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Allen Weiss
B2B Relationships Built to Last (Part 1)

If you want to build a forever relationship with your customers, you must understand the characteristics of a quality relationship before taking the necessary steps to build and manage long-term relationships.

The key to all long-term relationships between business-to-business partners is symmetrical dependence. In other words, each party in the relationship must be equally dependent on the other.

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William Arruda
Strengthening Your Brand Through Affiliations

When your brand is highly differentiated from your peers' or competitors', it is important to fortify that differentiation through all of your brand affiliations.

Be aware that such affiliations are not co-branding—sharing a product or service with two brand names. Rather, it is connecting your brand to another brand to bolster your differentiation, expand your brand attributes or increase your visibility.

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Joseph J. Laferrera
Communications Privacy: A Significant (If Quiet) Ruling

Last April, Google.com was excoriated in the press for introducing an email service in which users knowingly consent to having incoming emails scanned by machine to permit the display of targeted ads.

But at the same time, another court decision, which received far less attention than Gmail, lets email providers scan their users' emails for almost any purpose, without permission.

While it remains to be seen whether the logic of that decision will be widely adopted, there is little doubt that it marks a significant point in the jurisprudence of communications privacy.

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A Note to Readers

But Wait...There's MORE

Greetings, discerning readers!

There's been a flurry of activity of late in the offices of MarketingProfs.

Several weeks ago, of course, we introduced our greatly enhanced and upgraded home page. The new design gives visitors a broader perspective of all the resources available at MarketingProfs. And believe me, there are many.

As the direct marketers says…but wait! There's more!

Last week, we kicked off the MarketingProfs Resource Library. The library, which is part of the Know-How Exchange, is a compilation of resources offered up by staff, members and visitors.

Most useful, in my view, is a "Comments" feature – which allows anyone to append a note to a Resource Library listing. It's a great way to discern the truly useful from merely the truly self-promotional. Visit the Resource Library here.

Always in development here at MarketingProfs are fresh virtual seminars.

Don't miss tomorrow's session on Brand Building Basics from our own William Arruda. And next week, mark your calendars for a comprehensive session on search optimization from the knowledgeable and competent team of Stephan Spencer and Brian Klais. (Stephan, you might recall, is the author of our highly popular newsletter series on leveraging the power of Google.)

See a complete listing of upcoming seminars here.

Thanks for stopping by, and enjoy this week's newsletter. As always, your feedback is both welcome and encouraged!

Until next week,

Ann Handley
ann@marketingprofs.com
MarketingProfs.com

Last Issue's Top 5

Recent Know-How Exchange Questions/Answers

Sean D'Souza
Why Demonstration Compels Customers to Buy

There's one sales tactic that can convert your so-so prospects into loyal customers. And once you understand this powerful psychological tactic, you can then apply it to your Web site, your brochures, your presentations and all your marketing.

So what's the tactic that's so very important to learn? It's called demonstration.

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Meryl K. Evans and Hank Stroll
SWOT Team: Communicating with One Voice

This week's dilemma asks your advice on sending one cohesive message—how does a large company with many divisions communicate with one voice?

Also this week, read your answers to last week's query: What's the best way to market services?

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Steve Jackson
Keywords to Improve Site Conversion Rates

Can an effective keyword strategy improve Web site conversion rates?

Absolutely. But only if your site includes the right terminology and phrases.

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Lisa Wehr
Can You Afford Not to Optimize Your Site?

Search marketing—also known as Web site marketing, Internet marketing and Web site promotion—can help create a solid Internet foundation on which your business can build.

Because every business is unique, your first task is to clearly identify what it is you want to accomplish.

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Contact

Publisher:Allen Weiss
amw@MarketingProfs.com

Content: Ann Handley
ann@MarketingProfs.com

Strategy and Development:
Roy Young
roy@MarketingProfs.com

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Val Frazee
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