Vol. 4 , No. 16     April 20, 2004


In this Newsletter:

  1. The Marketing Profitability Path: Mapping a Strategy to Maximize ROI (Part 3: Reducing Leakage)
  2. Are You Making a Sale or Selling a Dream?
  3. Searching for Behavioral Clues
  4. Cost-Effective Marketing for Emerging Brands
  5. SWOT Team: Will CAN-SPAM Make List Brokers Obsolete?
  6. How Your Supply Chain Can Build or Destroy Your Brand
  7. Copywriting Makeover: Write to Where Your Customers Are (Part 1 of 2)


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Hugh Macfarlane and Jim Lenskold
The Marketing Profitability Path: Mapping a Strategy to Maximize ROI (Part 3: Reducing Leakage)

In their first two articles, Hugh and Jim established that the path to marketing profitability requires selecting tactics good enough to speed a buyer’s progression and gaining an understanding of where prospects are leaking from the funnel.

In this article, they concentrate on strategic approaches to managing this leakage. The goal, of course, is to maximize profitability by concentrating effort where potential is greatest.

Get the full story.


If every ad were seen by someone who was interested in your product or service? Find out what Claria can do for you.
Find out what Claria can do for you.

Ben McConnell and Jackie Huba
Are You Making a Sale or Selling a Dream?

Evangelism is an authentic sales format because its roots lie in sharing ideas, insights and hope.

It’s rooted in what’s good for the prospect, not the seller. It’s more powerful than most traditional forms of selling, because…

Get the full story.

Jim Sterne
Searching for Behavioral Clues

What people search for on your site is a gold mine of information.

Visitors enter a word or two in that search box in the upper right corner of your home page. If they don’t like what they see, they’ll modify their search, giving you a better idea about what they’re after. That's pure gold.

Get the full story.


A Note to Readers

Near And Far

Hugh Macfarlane and Jim Lenskold may be on the same page philosophically as well as here—literally!—in MarketingProfs. But in reality, the two are very far apart indeed. Jim works in downtown Flanders, New Jersey, while Hugh lives down under, in Melbourne, Australia.

As their editor, I find their work seamless—I can’t tell where Hugh ends and Jim begins. So I wondered—how do two people who live a world away co-author articles? How did they hook up to begin with?

Via email this week, Hugh wrote back, “But Ann, you introduced us!”

Apparently, a year ago Hugh wrote to Jim after reading Jim’s piece, "Financial Intelligence for Strategic Planning," in MProfs. Hugh liked what Jim had written and wanted to republish it for his small-ish (2,000) list of customers and prospects. And by the way, Hugh wrote to Jim, if you’re ever in Australia, look me up!

The Jersey boy did indeed make it to Melbourne. And the two had a lovely dinner by the banks of the Yarra, where they spent the night sharing marketing “yarns, passions, frustrations and lessons,” Hugh said.

Jim and Hugh caught up twice more—again in Melbourne and once in Sydney—before Jim returned to the US. And, Hugh said, “we’ve been scheming joint initiatives ever since.”

Yeah, OK. But how do you write together?

They do so serially, each taking the lead on a piece and bouncing it across the pond once a day until they get it right. The time zones and personal work habits both work in their favor, Hugh says, sometimes allowing two rounds per day. In short, both sets of fingerprints are all over every article.

Hugh and Jim ‘s individual thinking and writing skills have strengthened as a result, Hugh said, adding, “Article three especially got me going….”

See if you agree. Check out this week’s Premium Subscription piece.

Until next week,

Ann Handley


Last Issue's Top 5

  1. The Marketing Profitability Path: Mapping Your Journey (Part 2 of 4)
  2. 10 Rules for Corporate Blogs and Wikis
  3. Selling ROI: Beyond The Numbers
  4. Is Your Business Customer-Focused?
  5. Hip-Hop Marketing Strategy: What You Can Learn From Popular Music
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Recent Know-How Exchange Questions/Answers

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  2. Template For Profit/loss Report
  3. Opening Shop Event
  4. Swot Analysis
  5. Help Evaluating E-marketing Strategies


Ray Podder
Cost-Effective Marketing for Emerging Brands

As marketers, we know that the purpose of any business is to sustain the process of profitability in the long term. That process ultimately being marketing—and, more specifically, creating a sustainable brand.

So which areas do today’s emerging brands need to rethink to specifically manage the costs of the entire marketing process? Which principles can reasonably ensure that your brand’s marketing efforts can steal share from the established players?

Get the full story.

Yvonne Bailey and Hank Stroll
SWOT Team: Will CAN-SPAM Make List Brokers Obsolete?

Will CAN-SPAM make in-house lists necessary, and cause list brokers to become obsolete? This issue’s dilemma asks: Should legitimate marketers continue to work with third-party list brokers or build their own in-house lists? Join the conversation!

Also this week, read your answers to: What are your best practices for selling to the CEO?

Get the full story.


Why Subscribe to Another Newsletter?

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Joseph Benson and Bret Kinsella
How Your Supply Chain Can Build or Destroy Your Brand

Marketers make promises to customers to generate demand. Delivering on those promises becomes a moment of truth in a customer relationship and can have a positive or negative impact on the perception of your brand.

Get the full story.

Karon Thackston
Copywriting Makeover: Write to Where Your Customers Are (Part 1 of 2)

When you begin to write copy for any product or service, you have to take a few things into consideration.

The first is always your target audience: who you’ll be writing to. Finding out about the needs and wants of the audience members, their communication styles, their lifestyles and a multitude of other elements are musts before writing even one word of copy.

But there's something else that most people neglect to do.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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