Vol. 3 , No. 30     August 3, 2004


In this Newsletter:

  1. Unlocking Google’s Hidden Potential (Part 1 of 4)
  2. True Colors: Using Color to Build Your Brand
  3. Moving Toward Branding Systems
  4. Giving It Away
  5. SWOT Team: Give Us Your Tired, Your Poor, Your Huddled Masses (and Your Bored)
  6. Getting Reporters to Open Your Emails
  7. How to Guarantee Product Failure


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Stephan Spencer
Unlocking Google’s Hidden Potential (Part 1 of 4)

Most of use Google every day to find things – news, technical support, events, tips, research documents, and more.

Were you to master Google's powerful search refinement operators and lesser-known features, you could save lots of time scouring over irrelevant results. More enticing is the promise of elusive nuggets of market research and competitive intelligence out there, waiting to be discovered.

This four-part series will show you how to find what you need quickly with laser-like accuracy. In part 1, we offer 15 critical ingredients to refine your Google search.

Get the full story.

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


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William Arruda
True Colors: Using Color to Build Your Brand

As a marketer, you know that color is an important brand asset. It helps clients and prospects recognize your company or product.

But color can be used to support goals way beyond just recognition. It can be used to evoke emotion and build that all important connection with the people who surround your brand.

Get the full story.

Nick Wreden
Moving Toward Branding Systems

Mark your calendars for October.

That is when the Chief Marketing Officer Council will unveil a complete performance management framework at its annual meeting. The goal is to help individual CMOs demonstrate tangible business value across many areas, calculate ROI, better allocate and evaluate resources and spending, continuously adjust and fine tune the marketing mix, and so on.

Quite a goal, especially since agreement on what and how to measure the forces that drive brands is hard to muster. But here is one suggestion: emphasize systems.

Get the full story.


A Note to Readers

Teaching a Techie to Write Well

Greetings, discerning readers!

I got a big kick out of an article in the Summer 2004 issue of Harvard Management Communication Letter, published by Harvard Business School.

“How to Engineer Compelling Prose: Teaching a Techie to Write” explains how engineers’ love of objects (and how they work) makes them notoriously bad writers. As author John Clayton writes, “…sometimes, engineers’ close attention to how an object works causes them to overlook the object’s larger relevancy.”

Thus they naturally construct such object-focused sentences like this one: “The 10-32 1 3/4 inch wood screw was driven into the hickory with a Phillips screwdriver 5-3/4 revolutions,” John says.

This is no shock to marketers who frequently work hand-in-hand with technology and engineering people, and are often frustrated by attempts to convince those departments to communicate simply and clearly. Engineers are very good at explaining how objects and their systems work, but they focus less on what the system can do for the company and, more importantly, its customers.

If your company happens to subscribe to the newsletter, check it out. It’s a great article to pass around the marketing department. Also, it’s a fine piece to slip into the hands of any engineers you know.

(By the way, the entire Management Communication newsletter totally rocks, partly because it’s tightly edited by my good friend Chris Bielaszka-DuVernay, who is one of the best editors I’ve ever met.)

Thanks for stopping by, and enjoy this week’s newsletter.

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Building Profitable Customer-Centric Strategies: Leading and Managing Performance (Part 4 of 4)
  2. 12 Tips for Successful Opt-in Email Newsletters
  3. Elevate the Stature of Marketing Inside Your Company
  4. Press Release Optimization: All Science, No Art
  5. SWOT Team: Talking Turkey About Marketing Definitions
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Tom Barnes
Giving It Away

Marketers must still provide sampling opportunities and open, unilateral concessions in order to build credibility to help qualify prospects.

So there’s the challenge: How do we very simply communicate our U.C. (unilateral concession) in a credible way (without saying free)?

Perhaps more importantly, how do we figure out what it is that we are unilaterally conceding that effectively lowers our potential buyer’s risk?

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Give Us Your Tired, Your Poor, Your Huddled Masses (and Your Bored)

Only one in three of you are passionate about your jobs and companies. What advice do you have for helping the other two-thirds of employees wake up and get their groove back?

Also this week, read your answers to: How do I manage the creation of a master corporate capabilities slide presentation when there are multiple executive VPs playing the role of reviewer/approver?

Get the full story.



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Bill Stoller
Getting Reporters to Open Your Emails

You know that getting publicity is vital to the health of your business. You probably also know that e-mail is the way most publicity seekers get in touch with reporters to score that precious coverage.

Here’s what you don’t know: The vast majority of e-mails sent to journalists never get read.

Bottom line: If your e-mails don’t get read, you have no shot at getting the publicity you so desperately need. Here's how to beat the odds.

Get the full story.

Roger L. Cauvin
How to Guarantee Product Failure

If you want your company's products to fail, there are a number of guidelines to keep in mind.

Here are the top five mistakes that product managers can make to ensure their products fail.

Get the full story.


Publisher:Alle n Weiss

Content: Ann Handley


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