Vol. 3 , No. 34     August 31, 2004


In this Newsletter:

  1. Unlocking Google's Hidden Potential as a Research Tool (Part 5 of 5)
  2. The Power of a Good Brand Story
  3. CAN-SPAM: A Headache for Channel Marketers
  4. Evolve or Die: The Changing Model of the Advertising Agency
  5. SWOT Team: Marketing in the Major Leagues
  6. Ten Site Improvements You Can Make in 30 Minutes (or Less)
  7. Five Deadly Sales Letter Mistakes


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Stephan Spencer
Unlocking Google's Hidden Potential as a Research Tool (Part 5 of 5)

This series has gone a long way to help you make the invisibly rich Internet more visible. We close the five-part series by tapping into the wisdom and experience of two renowned Google experts, who share some of their favorite tips, tools, insights and search strategies for researching with Google.

You will learn a lot from these two experts. But perhaps the biggest revelation will be what an amazing research tool Google Answers is. First, we'll talk about where Google Answers fits into the marketer's toolkit.

Get the full story.

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


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Mark Thomson
The Power of a Good Brand Story

Well into the age of the soundbite, we're still hard-pressed to summon the elusive 60-second description of what it is we do, what our brand provides to those we serve and why it matters.

So, how does one craft a strong brand story that drives key business decisions as well as marketing communications?

Get the full story.

Mark Littrell
CAN-SPAM: A Headache for Channel Marketers

The CAN-SPAM Act of 2003 has not solved the spam issue, but it has put a lot of hurdles in front of legitimate email marketers.

What it has really accomplished is to give the Feds the tool to prosecute—a tool that didn't exist before. What's more, it's created serious challenges for channel marketers.

Get the full story.


A Note to Readers

Searching For Answers

Greetings, discerning readers.

The popularity of our own Know-How Exchange demonstrates that there is a definite market out there for online research insight and expertise.

This week, in our Premium story, Stephan Spencer calls our attention to another boon for marketers and market researchers: https:////answers.google.com Google Answers.

Of course, there's a price for this kind of expertise (although it's not necessarily pricey). Nevertheless, Google Answers is fee-based: Post a question to Google Answers and specify how much you're willing to pay for an answer.

A pre-qualified Google researcher (who is adept at searching, not necessarily adept in your topic area) will search for the information you want and will post it to Google Answers. The questioner is charged only when and if the answer is posted.

Spencer gave it a go, as he would say. And his experience is illuminating. Check out his article –- which is the final installment in a terrific five-part series, by the way.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Unlocking Google's Hidden Potential as a Research Tool (Part 4 of 5)
  2. Five Reasons Why Marketing Should Manage Web Content
  3. Q&A: More Strategies to Improve Your Web Site Conversion Rate (Part 2 of 3)
  4. Swinging Sledgehammers and Service Brand Preference
  5. SWOT Team: Standing out From the Crowd
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Tim Williams
Evolve or Die: The Changing Model of the Advertising Agency

The traditional advertising agency is now facing competition on all fronts.

Upstream are the marketing consultancies, brand consultancies and research firms—all claiming to provide the strategic planning offered by agencies. Downstream are media firms and production houses, some of which are now getting into the business of concept development.

It's no wonder fewer and fewer clients think that they need an "advertising agency."

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Marketing in the Major Leagues

This week, provide your own perspective on this question: What kind of marketing and selling activities can a company launch to get into a well-established, price-sensitive market? Join the conversation!

Also this week, read your winning ideas for a marketing site extreme makeover.

Get the full story.


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Wil Reynolds
Ten Site Improvements You Can Make in 30 Minutes (or Less)

Here is a checklist of sorts that allows you to go through your Web site and evaluate its health and usability; look for potential issues that may affect user experience, conversion rates and site security; and, also, diagnose other issues or problems you may not have considered.

Get the full story.

Ernest W. Nicastro
Five Deadly Sales Letter Mistakes

To be effective, your sales letter must be opened, read, believed and acted upon.

To do this, it must attract attention, warm the interest of the reader, create a desire for your product or service, and cause your prospect to take positive action.

Here are five deadly mistakes that might be preventing your success. Eliminate one or more of these common blunders, and your response will surely improve.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

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