Vol. 4 , No. 24     June 15, 2004


In this Newsletter:

  1. Are You in the Mood? Why a Good Mood Affects Profitability
  2. Marketing Is Listening
  3. MAMBA: The Best Way to Write for Marcoms
  4. Networking for Dollars
  5. SWOT Team: Help! Our New Marketing Boss Steps on Everything
  6. How to Develop Case Histories
  7. Are You a Starbuck’s Advocate?


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Debbie MacInnis
Are You in the Mood? Why a Good Mood Affects Profitability

Are you feeling good right now? More importantly, are your customers?

It matters, because it turns out that whether customers are in a good mood or a bad mood can affect your bottom line. How?

Succinctly said: Putting consumers in a good mood means a greater likelihood that they will buy your product. There are many reasons why this is true.

Get the full story.

Please note: This article is available to Premium or Preferred subscription members only. Read more information or sign up here.


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Michael Fischler
Marketing Is Listening

Consider the job of marketing. Its purpose is to understand the marketplace. That plays itself out in all manner of ways—from segmentation to trade show posters to lead generation.

But, at its core, it’s all about the same thing: understanding the marketplaces and letting them know that you understand them.

In other words, marketing is about listening.

Get the full story.

Suzan St Maur
MAMBA: The Best Way to Write for Marcoms

There’s nothing like a snappy acronym to help you remember something useful, like SWOT, RAF, NASA, LASER, and so on.

So what's MAMBA? Only the very thing that will make you write better marketing communications materials.

Get the full story.


A Note to Readers

In the Mood?

Greetings, discerning readers.

There’s a wonderful mix of articles in this week’s newsletter. First up, consumer behavior diva Debbie MacInnis offers a prescription for a ready and willing customer in this week’s Premium piece, “Are You in the Mood? Why a Good Mood Affects Profitability.”

In it, she outlines how a consumer’s good mood can make anything—including your products and services—appear more attractive and desirable, and she gives some specific suggestions on how to cajole a consumer into a better (and buying) frame of mind.

Elsewhere in the newsletter, two of my favorite writers - Michael Fischler and Suzan St. Maur—weigh in with new pieces this week. These veterans are joined by newcomers Chris Verlander and the Brothers Sloan, both of whom debut in this issue.

Finally, I just picked up a copy of a so-called manual on Google. At first I thought it seemed gimmicky. But after thumbing through a few chapters of "Google: The Missing Manual," I stood corrected.

Authors Sarah Milstein and Rael Dornfest shine some light into the dark corners of everyone’s favorite search tool, offering tricks and tips that are surprisingly useful. Such tips are a real timesaver for those of us who rely on Google for our work (and they streamline the work of being just plain nosy about your new neighbor, too).

Check out "The Missing Manual" (or just read a chapter for free).

Until next week,

Ann Handley


Last Issue's Top 5

  1. Valuable Book Series: Marketing ROI by Jim Lenskold
  2. Revitalizing Lead Creation (Part 2): Better Placement, Better Timing and Better Coverage
  3. How to Implement a Content Style Guide
  4. Leveraging Predictive Analytics in Marketing Campaigns
  5. SWOT Team: Everyone’s a Marketing Critic
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Jeff and Rich Sloan
Networking for Dollars

Dream financiers. You know who they are: bankers, venture capitalists, those extraordinary high-net-worth individuals called angel investors.

Knowing who they are is one thing, but getting to them is another thing altogether.

So how can you turn these “dream” financiers into “your” financiers? Here's a little street wisdom we’ve accumulated about how to network with the money people.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Help! Our New Marketing Boss Steps on Everything

This week, weigh in with your own advice to: What is a team to do when its house gets trampled by a new occupant? In other words, how do you handle a new boss who gives orders and takes little or no input?

Also this week, read your answers to: How do you sell a one-woman band?

Get the full story.


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Jerry Fireman
How to Develop Case Histories

Case histories can play an important role in the selling process by establishing vendors’ ability to provide specific capabilities and benefits.

Yet many companies have difficulty in establishing a process for developing case studies, in some cases because they weren’t able to gain customer cooperation. Or sometimes, case studies have relatively little impact, because the testimonies they produced didn’t prove that their customers obtained a substantial return on their investment.

Here's advice on how to avoid the pitfalls of case studies and make them work to your advantage.

Get the full story.

Chris Verlander
Are You a Starbuck’s Advocate?

No one can question the phenomenal success of Starbucks. With over 2,000 stores worldwide, the company has created what it calls a Third Space between home and office in which to enjoy great coffee and conversation.

But in the mind of one customer (and marketing professional), Starbucks still has a way to go in offering a positive customer experience.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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