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Vol. 4 , No. 13     March 29, 2005


In this Newsletter:

  1. The Distinct Advantage of One-to-One Marketing (Part 2)
  2. The Balanced Scorecard: Prelude to a Marketing Dashboard
  3. Five B2B Copy Myths
  4. Links: How the Search Engines Find You (Part 1)
  5. Shifting From Mass Marketing to Micro Marketing
  6. The Choice Between Yes and Yes: A Psychological Revelation
  7. SWOT Team: Inventing Brands


Beat your two biggest rivals—Indecision and Time.

In this free web seminar, Steve Martin of Heavy Hitter Selling shows how to determine if there’s actually a deal or if the account is a waste of time.
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Premium Content

Jason OConnor
The Distinct Advantage of One-to-One Marketing (Part 2)

One of the wonderful things about one-to-one email marketing is that very few companies are doing it today. Most multinational organizations, medium-sized and small businesses miss the boat completely.

Here, using a detailed B2B example, we delve into the realm of proper, opt-in, permission-based, one-to-one email marketing, covering the four implementation steps. Using these strategies, both in your Web site and in your email marketing campaigns, you will most certainly have the edge over your competition.

Get the full story.

Please note: This article is available to paid subscribers only.


Oracle Business Integration
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Customer Data Hub: 4 Steps to Customer Insight.

Pat LaPoint
The Balanced Scorecard: Prelude to a Marketing Dashboard

No matter how much we advocate the science of marketing, its art has not disappeared.

Take the balanced scorecard, for instance. In the tradition of marketing creativity, a graphical document—the balanced scorecard—translates marketing strategy to operational terms and sows the seeds for marketing accountability as measured and highlighted on the marketing dashboard.

Get the full story.

Jonathan Kranz
Five B2B Copy Myths

Correctly executed, the written word can be a powerful means of establishing your business in the hearts and minds of your potential customers. Many of us are inhibited, however, by popularly held—yet largely mistaken—ideas of what good business-to-business copywriting should be.

Here are five of the most common and destructive myths that may be undermining the impact of your copy.

Get the full story.


A Note to Readers

Lightening Up

It's long been a pet peeve of mine that most copy attempting to sell me something isn't very interesting to read. But every once in a while I come across some piece of copywriting that truly impresses me (and makes me want to do business with the company that produced it).

Most recently, my friend Simon forwarded to me a bit of direct email marketing he received from eBay. The subject line read, "Simon, you never write, you never call."

The HTML email inside read: "Come on! We've feeling a little lonely. Are you trying to tell us that there isn't anything you really, really want on eBay?"

Then: "Go on. Try and stump us. What are you looking for?" Following was a field to input any item—arcane or otherwise—that Simon might be thinking of buying these days.

What I thought was brilliant about this bit of direct email was its humor and effectiveness. How could you not open an email with that subject line? How could you not respond to that call to action—"try and stump us"?

Think of it this way: Wouldn't you love for your copy to be forwarded around like the eBay email that came to me, with a personal note attached: "Great piece of marketing!"

I was thinking of the eBay email this week when I read Jonathan Kranz's article on "Five B2B Marketing Myths." The fifth and final myth he cites is "our tone must be professional and businesslike." In many cases, Jonathan writes, "professional" equals lifeless and dull, and "prose larded with passive sentences, excessive use of the verb 'to be,' and empty jargon...."

Here, here.

So lighten up and loosen up a little in your copy. Have a little fun. Your customers will love it.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. The Distinct Advantage of One-to-One Marketing
  2. Move Over Blogs: Here Come Podcasts
  3. How to Make Your Web Site a Lead-Generation Machine
  4. Search Optimization, Not Search Engine Optimization
  5. SWOT Team: The Best Marketing Tools
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Recent Know-How Exchange Questions/Answers

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  4. What Is Difference Between Sales and Marketing
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Gerry McGovern
Links: How the Search Engines Find You (Part 1)

Search optimization is about getting links. The more links you get to your Web site, the more likely you are to get into the first page of search engine results.

In other words: Killer Web content gets killer Web links. Here are some guidelines to follow.

Get the full story.

Ian Durrell
Shifting From Mass Marketing to Micro Marketing

Today's customers perceive themselves as having unique needs and interests, and they demand that businesses understand and meet those individual needs.

To satisfy these customers, major marketers must shift from casting a wide marketing net over a vast crowd to selling to millions of individual customers.

Get the full story.



June 5-11, 2005, Harvard Business School Executive Education, Boston, MA U.S.
Executives explore, in-depth, the challenges precipitated by today's marketplace by delving into the unique problems confronting business-to-business marketers across a broad spectrum of organizations, from traditional hard-hat industries, product manufacturers, and service firms to high-tech enterprises and Internet startups.
Please visit here for more information.

Sean D'Souza
The Choice Between Yes and Yes: A Psychological Revelation

Clients come to you every single day asking you to give them a choice. A choice between yes and yes. Instead, all you're giving them is a choice between yes and no.

Your bank account would see far better days if only you'd step back and use the immense power of the choice between yes and yes.

Here we explain the psychological factor of choice: how it can work for you and how it can also turn against you.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Inventing Brands

This week, add your two pesos to the SWOT Team dilemma: When inventing brands, what works and what doesn't?

Also this week, read your answers to last week's query: What approaches work best for holiday campaigns?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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