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Vol. 4 , No. 21     May 24, 2005


In this Newsletter:

  1. A Business Case for Blogging: Thought Leaders on Marketing Blogs (Part 2 of 2)
  2. Paths to Differentiation in Direct Response Marketing
  3. Managing Your Marketing Career: Eliminating the F-Word
  4. Test Your Customer IQ
  5. Four Steps to Crafting the Perfect RFP
  6. Listen Up: Your Customers Are Talking About You Online (Part 1)
  7. Marketing Challenge: Four Low-Cost Ways to Create a Household Name


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Premium Content

Stephan Spencer
A Business Case for Blogging: Thought Leaders on Marketing Blogs (Part 2 of 2)

As corporations catch on to the potential of adding a blog to their company's marketing arsenal, our MarketingProfs Thought Leaders Summit tapped into some of the best minds in the blogosphere for advice. In a 90-minute session, we called on the wisdom of experts like Toby Bloomberg, Seth Godin, Shel Israel, Robert Scoble, Doc Searls, and others.

In Part 2, our experts reveal their top most effective blogging tactics. They talk about what business bloggers must do to be an accepted member of the blogosphere, and they share their tips for getting syndicated on to other people's Web sites and blogrolls. Our experts also named their heroes and mentors and did a bit of crystal ball gazing on what the blogosphere will look like in years to come. Read on…

Get the full story.

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


Learn Advanced Search Engine Marketing Strategies

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Lee Marc Stein
Paths to Differentiation in Direct Response Marketing

In a world where everything is becoming commoditized, the key to success becomes differentiation. That's becoming more difficult to achieve.

Perhaps the biggest differentiation in building a business is service. That retains customers, gets them to buy again and inspires them to become apostles for you.

But what kind of differentiation helps you acquire customers in the first place if your product or service appears to be a commodity?

Get the full story.

William Arruda
Managing Your Marketing Career: Eliminating the F-Word

When it comes to succeeding in today's competitive marketplace, the "fine" is just as vulgar and undesirable as the other four-letter word that begins with F.

If your reputation is "fine," you're in trouble. People rarely get excited in life about things that are fine, and they rarely have emotional connections to them.

Here's a five-step plan for eliminating the F-word (and others like "adequate" and "acceptable") from your vocabulary.

Get the full story.


A Note to Readers

Can You Feel the Love?

Greetings, discerning readers.

I was lurking in the corridors of the MarketingProfs Know-How Exchange last week. I confess it had been a while since my last lurk—still, as always, I was amazed at the buzz of activity and caliber of questions and answers there. But, for the first time, I noticed something else, too.

I realized that what I really love about the KHE (which is what the insiders call it) is that it's not just a discussion forum. Sure, you can get some solid answers to your thorny problems about metrics and measurement and customer behavior and strategy. You can even get your Web site critiqued by your peers and other users.

But the KHE also has that often-elusive quality that I truly value in a community: it's FUN, it's got a sense of humor, it's got heart. And you can feel the love.

In other words, I discovered that all of you smarty-pants Know-How experts... well, don't just know how—but that those of you who are part of this dynamic group also truly enjoy each other.

You seem to love being connected in a manner that transcends the original mission. When a KHE member got engaged at a Lionel Ritchie concert, for example, she was flooded with ideas on how to make her wedding as unique as the engagement. (The discussion is now closed, but you can still scroll through the thread.)

If you haven't checked out the KHE yet, you should. It's a great place to seek support and connection from marketers like yourself. If you have already discovered the KHE... congratulations: I'll see you around.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. A Business Case for Blogging: Thought Leaders on Marketing Blogs (Part 1 of 2)
  2. Five Common Misconceptions About Buzz Marketing
  3. The New BrandScape: Six Future Trends Changing Marketing
  4. Neuromarketing: Peeking Inside the Black Box
  5. Practical (and Cheap) Usability Testing
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Barbara Bix
Test Your Customer IQ

It will come as no surprise that customers want it their way (to paraphrase Burger King). Yet many companies don't have processes for figuring out what that means.

Take this quiz to assess your customer "IQ" (or "Insight Quotient") and determine the necessary next steps for shortening your sales cycle.

Get the full story.

Kevin Labick
Four Steps to Crafting the Perfect RFP

Organizations today understand that the Internet can play a critical role in their success when leveraged correctly, and they hire Web firms for their proven ability to solve critical business issues. That requires a well-crafted request for proposal.

That approach works great if you write the right RFP. Here's how.

Get the full story.


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Wil Reynolds
Listen Up: Your Customers Are Talking About You Online (Part 1)

Surprise, you no longer own 100% your brand online!

Approximately 26% of adult users of the Internet (about 33 million people) in the US have rated a product, service or person using an online rating system.

Are you one of them? Probably. More importantly, has your business/organization been discussed or reviewed online?

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Four Low-Cost Ways to Create a Household Name

This week, our regularly featured "SWOT Team" column gets a new name as it becomes the weekly "Marketing Challenge" column. In it, a reader asks: How do I create a big splash on little cash? Readers respond with four excellent approaches.

Also this week, suggest your own answers to the problem: What's the most effective ways to reach teens online?

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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