Keep MarketingProfs Today coming! To make sure you continue to receive our newsletter, please add to your address book or approved sender list.

Vol. 4 , No. 17     April 26, 2005


In this Newsletter:

  1. Attention Basics: How to Get Your Messages to Stand Out (Part 2 of 2)
  2. The Myth of Rankings: Beyond Search Optimization
  3. Exploring Blogs for Brand Insights
  4. Eleven Search Engine Optimization Tips
  5. The Product Called PR
  6. Banking M&As: What About the Brand?
  7. SWOT Team: Take Your Marketing Global


All Marketers are Liars

Seth Godin—the world’s most popular author of marketing books—unlocks the mystery of marketing anything to anyone in this free web seminar from Raindance.
Find out more here

Get our MarketingProfs RSS Feed here

Send our newsletter to a friend or colleague.

Premium Content

Debbie MacInnis
Attention Basics: How to Get Your Messages to Stand Out (Part 2 of 2)

One way to attract attention to your Web site, ad, or product is by making the message venue personally relevant, pleasant and surprising. These three things enhance consumers' motivation to look at and think about things. You can also attract attention by making the content of your ad or Web site easy for the consumer to process.

Here are three things you need to consider to make your content easy to process: prominence, contrast and competition with other information.

Get the full story.

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


Hottest Trends in Web Analytics
See the latest breakthroughs in search marketing, audience segmentation, e-mail marketing and the new 5-point conversion analysis. Join WebTrends for this free webcast and become the conversion expert in your company.
View it now!

Scott Buresh
The Myth of Rankings: Beyond Search Optimization

A consistent problem with the "ranking-centric" mindset is that it doesn't reflect a powerful rationale for getting involved in SEO. Where is the true business case? What tangible results are desired?

More and more frequently, people are getting into SEO for the wrong reasons. Achieving high rankings for targeted keyphrases, while an admirable and worthwhile goal, is really only a small piece of the entire online marketing puzzle. Here are a few additional (and vital) pieces.

Get the full story.

Matthew Syrett
Exploring Blogs for Brand Insights

Existing brand health measures rely almost exclusively on survey data to gather their findings. While surveys are insightful, they are also prone to collection errors through inaccurate recall and distorted response by surveyed consumers.

Marketers can do better by creating more-direct and less-biased approaches. Rather than relying solely on survey data, we should find additional methods that seek to analyze consumers' relationship to brands in the field by observing real-world consumer attitudes.

We can start with blogs.

Get the full story.


A Note to Readers

Attention to Basics

In this week's top story ("Attention Basics: How to Get Your Messages to Stand Out"), our own Debbie MacInnis finishes up her two-part series on getting your marketing and advertising messages to appear unique and interesting in an increasingly competitive field.

In the cocktail party of life, in other words, don't let your ad be relegated to wallflower.

It's a timely topic, as marketers scramble to differentiate their messages and determine what works best on various platforms. Yesterday, our friends at MarketingVOX pointed to a study that demonstrated "what works in print ads often also works on the Web—namely, powerful images that grab attention and point it toward a message."

The CNET Networks, Ignited Minds and NOP World's Starch Communications study "explored which type of ad images are effective on the Web, to help guide advertisers away from running annoying ads that drive consumers from sites," MarketingVOX reported.

The study validated what any intuitive marketer already knows: Messages work because they are compelling, no matter the platform or mechanism of delivery. After all, aren't surfers online the same people who are flipping through channels, driving down the highway, and skimming newspapers and magazines? It only makes sense.

As my MProfs colleague Shelley Ryan would say, "Well, big fat pile of DUH!"

Until next time,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Attention Basics: How to Get Your Messages to Stand Out (Part 1 of 2)
  2. Limited Web Site Budget? Focus on Content
  3. Keyword Advertising Breadth: Are You Missing Opportunities?
  4. Death by Corporate Overview
  5. Whose Blog Is It Anyway?
>>Sponsored Links
Emma email marketing: stylish like you.
You like art, Emma likes art. You wear trendy shoes, Emma has no feet.
Request a tour now (shoes optional).
HTML Email & printed Postcard marketing
Create in minutes & track your results. No contract or monthly fees.
Take a FREE test drive today!
Instantly allow visitors to subscribe to your mailing list.
Click today and start building your list.

Recent Know-How Exchange Questions/Answers

  1. Need a Clever Tagline For Business
  2. What Questions Should I Ask When Creating a New Brand?
  3. Marketing Events
  4. New Product Line...many Questions
  5. Where Can I Source Turnkey E-newsletter Mailing?


Gerry McGovern
Eleven Search Engine Optimization Tips

When it comes to optimizing your site for search and the search engines, it's important not to overcomplicate your design and technical approach with things such as Flash, Java, frames and dynamically built Web sites.

Here are 11 tips for design that works.

Get the full story.

Michael Fischler
The Product Called PR

Examine your press initiative. Do you know your marketplace, and know how to reach each member of it? Are you continually building trust? Are you delivering only what people need, and only in the way they want it delivered?

Or are you shooting words like rock salt from a shotgun—hoping some of it will stick somewhere but resigning yourself to most of it becoming additional unread content on a Web site?

Get the full story.



June 19-22, 2005, Harvard Business School Executive Education, Boston, MA U.S.
Marketers will learn to anticipate the needs of customers far into the future, translate those needs to product developers, and help to manage and minimize the uncertainties surrounding product development. For details, please visit:
Please visit here for more information.

Joseph Benson and Jack Foley
Banking M&As: What About the Brand?

Not since 1998 has the banking industry experienced the pace of consolidation taking place across the country today. From national mega-deals to local ones, it seems every bank is in the "great game" as a buyer, seller or interested flirt.

Should merging commercial banks care about brand?

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Take Your Marketing Global

This week, add your own two cents to the following dilemma: How do you go about promoting a product on a global scale?

Also this week, read your answers to a previous week's question: What do you do when an initial marketing campaign isn't flying?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

Ad/Sponsor Information:
go here or contact

Subscribe to our Future Newsletters

Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you without the hype and self-promotion found elsewhere.

We value your Privacy!

Advertising Info

Reach a professional advertising and marketing audience. Visit here to get our contact info. and our current media kit.
Helping marketers from all industries succeed online through highly effective email technology and professional services.

You received this newsletter at this address (%%email%%) as part of your membership to, or because you subscribed to our newsletter. You can easily change the newsletter format to text or html, change your email address by going here.

To leave our mailing list, simply send us a blank e-mail here.

Copyright © 2005 All rights reserved.
MarketingProfs, LLC  | 419 N. Larchmont  |  #42 |  Los Angeles, California  |  90004
We protect your privacy
All logos and names are the copyrights of the respective owners