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Vol. 4 , No. 41     October 11, 2005


In this Newsletter:

  1. Thought Leaders Summit: The Buzz on Word-of-Mouth Marketing (Part 2 of 2)
  2. Evangelism vs. Healing: What Customers Really Need
  3. Web Page Testing and the Myth of Assumed Expertise
  4. How to Get the Most Out of Research
  5. Why is Corporate Communications Viewed as Fluffy?
  6. What Makes a Successful Salesperson?
  7. Marketing Challenge: How to Promote Entertainment


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Premium Content

Stephan Spencer
Thought Leaders Summit: The Buzz on Word-of-Mouth Marketing (Part 2 of 2)

We all agree that word-of-mouth marketing—also known as buzz marketing—can be a powerful component of anyone's marketing plan. Of course, wielding it effectively can be tricky.

MarketingProfs recently convened a Thought Leaders Summit to understand the role buzz plays. On hand were Dave Balter, founder and President of BzzAgent and founding member of the Word of Mouth Marketing Association; Luanne Calvert of Mixed Marketing; authors Ben McConnell and Jackie Huba; Forrester's Jim Nail; Jerry Needel of BuzzMetrics; and "Anatomy of Buzz" author Emmanuel Rosen. They offer up some great fodder for doing a much more effective job at buzz marketing in the future.

Get the full story.


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Leigh Duncan
Evangelism vs. Healing: What Customers Really Need

Evangelizing customer experience is easy; in fact, it's almost impossible to argue against. Preaching sermons on how to improve customer experience is also relatively easy. Engaging in case studies and brainstorming with clients about future possibilities is often a charismatic experience.

But the biggest challenge for companies is making innovative, integrated customer experience a reality.

Get the full story.

Nick Usborne
Web Page Testing and the Myth of Assumed Expertise

There are millions of Web pages online that represent the "best guesses" of the marketing and Web experts who created them. A large number of these pages appear to be working just fine. Indeed, many are profitable and clearly deliver good conversion rates.

But could they do better? Could the same pages have their design and writing tweaked to deliver better results? Nobody will ever know. Unless, of course, the pages are tested.

Get the full story.


A Note to Readers

Summits, Salons and Stupidities

Greetings, discerning readers.

Heading up this week's issue is the second of a two-part "Thought Leader Summit" series on word-of-mouth (also known as "buzz") marketing.

The MarketingProfs Summits—for those of you who don't know about them—are part interviews of, part conversations among, experts in a particular area of expertise, facilitated and recorded by MarketingProfs.

Think of it as eavesdropping on a virtual salon conversation about a specific aspect of marketing; past Summits have discussed blogs (with participants such as Seth Godin and Doc Searls) and search engine optimization (with Eric Ward and Alan Rimm-Kaufman, among others).

Full transcripts and audios of the conversations are available in the Premium Library, or you can read the digested versions as Premium articles, such as this week's.

Also this week, I came across a "not-to-do" list of sorts by the always-quotable Jakob Nielsen, who offers up a humorous and instructive inventory of what he terms Web "design stupidities" that irked his own readers the most this past year. Topping the list: legibility problems (bad fonts by a landslide), nonstandard links, and Flash. Take a moment to review his findings; they're an excellent reminder of what makes for a seamless online experience (by way of what doesn't).

Thanks for stopping by.

As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Thought Leaders Summit: The Buzz on Word-of-Mouth Marketing (Part 1 of 2)
  2. Brand Value and the User Experience
  3. The Four Myths of Professional Services Marketing
  4. Have You Filled Your Marketing Funnel?
  5. Creating a Winning Organization and Culture
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Recent Know-How Exchange Questions/Answers

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  5. Does My Website Have a Problem?


Robert J. Kaden
How to Get the Most Out of Research

So many companies spend $25,000, $50,000 or $100,000-plus on a research study, only to give the results a cursory glance before relegating it to the "I'll get to that later" pile.

Research studies usually collect dust because they fail to get the attention they deserve in the kind of format that leads to action. Here's how to change that.

Get the full story.

Gerry McGovern
Why is Corporate Communications Viewed as Fluffy?

In many organizations, corporate communications doesn't get a lot of respect.

Why is that? And more importantly: How can you change it?

Get the full story.


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Nido Qubein
What Makes a Successful Salesperson?

What makes a successful salesperson?

Is it the right product? The right attitude? A certain mastery of a skill set?

All those things help. But they don't go far enough to identify what makes for a truly successful salesperson.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: How to Promote Entertainment

You might have the greatest show on Earth, but if no one knows about it, nobody will see it.

For marketing many kinds of entertainment — from video games to live theater — here's what works best.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

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Val Frazee

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