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Vol. 4 , No. 25     June 21, 2005


In this Newsletter:

  1. The Nonprofit Business and Marketing Plan—Part 2: A Guide for Marketing
  2. The Worst Thing About Best Practices
  3. Managing a Media Crisis
  4. The Press Release is Dead (Will Somebody Please Tell the Clients?)
  5. P13N: The Power of Personalization
  6. Humor in PR: Can You Hear Me Now?
  7. Marketing Challenge: 7 Ways to Super Content

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Premium Content

Elaine Fogel
The Nonprofit Business and Marketing Plan—Part 2: A Guide for Marketing

Taking the time to create a written Marketing Plan is the icing on your Business Plan cake. Without it, it's difficult to achieve your business goals. Having a solid Business and Marketing Plan in tow enables you to evaluate any new opportunities to see whether they fit into your plan and live your mission.

What's more, a Marketing Plan will also give your nonprofit a business-oriented approach to its operations. Generating revenue is growing increasingly competitive and challenging. When your organization adopts a business focus to blend with its charitable or nonprofit mission, you increase your chances for success and longevity.

Get the full story.

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


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Michael W. McLaughlin
The Worst Thing About Best Practices

Few "tools" are more widely abused these days than so-called best practices. It's no wonder that most banks, supermarkets, airlines, retailers and professional services firms look astonishingly similar--they've been busy copying each other's best practices for decades.

What's most alarming is how ingrained their use has become in the language of marketers, salespeople and customers. Best practices have joined the long list of meaningless phrases like scalable strategies, seamless integration and transformational initiatives.

Get the full story.

Susan Solomon
Managing a Media Crisis

Even good public relations people feel anxious when a media barrage occurs--and, granted, it doesn't initially feel like an opportunity to communicate strategic messages.

But it can be done by following some basic rules.

Get the full story.


A Note to Readers

Spotting Spoof

Greetings, discerning readers!

The beat goes on in the MarketingProfs "Killer" Tour diary. The tour resumed yesterday in San Francisco, with the New York and Chicago legs having ended last week. Take a vicarious look at how things went and how they're going with the MarketingProfs-hosted tour of Gerry McGovern in three cities over 10 days

In other news, a number of MarketingProfs members wrote me a few weeks ago with a slight sense of alarm. Apparently, a spammer was sending out email, seemingly from MarketingProfs, asking members to "update" their information or else risk cancellation of their subscription benefits. (Implied, of course, was that in doing so a member completely torpedoes his or her career—the only portion of the email that contained any truth.)

The bit about the need to update MarketingProfs member information was completely false. Thankfully, many of you smelled a rat: The emails were spoofs. They were utter phonies, sent by dishonest sorts who hope to use your information (such as credit and debit card numbers or account passwords) to commit fraud.

We've all gotten such emails apparently from the big guys—just yesterday, I received one in my inbox from "PayPal," with the subject line "Account compromised: billing information moved or changed."

But smaller sites like MarketingProfs—and maybe yours—are equally vulnerable. Here's a particularly good message from PayPal about spotting spoof emails, and keeping them from affecting you and your inbox/

We have a great lineup of articles this week, including a trio of PR stories that underscore the changing face of public relations. Enjoy!

Thanks for stopping by. As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. The Nonprofit Business and Marketing Plan--Part 1: Your Road Map
  2. The Most Effective Approaches to Marketing to Hispanics
  3. Pay Per Click 101: Google AdWords
  4. The Powers of Connectors in Copywriting
  5. Develop the Mind of a Customer Strategist
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Recent Know-How Exchange Questions/Answers

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Sally Saville Hodge
The Press Release is Dead (Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long ago, the author's public relations firm was asked to supply three samples -- of recent clips, bylined articles, and press releases.

For two of the three requirements, the issue was an embarrassment of riches. But for press releases, the firm was hard-pressed. These days, it writes fewer and fewer press releases. It just doesn't see them as being as important a tool for PR as they once were.

Get the full story.

Suzanne Taylor
P13N: The Power of Personalization

Useful and sticky Web sites find out what's most important and relevant to their customers--and then customize their experiences in a meaningful way. By giving customers more of what they want (and when they want it), Web companies can use the power of personalization to increase customer engagement and retention.

Here are some personalization principles that work, and Web companies that are doing a great job of applying them.

Get the full story.


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Enterprises rely on WebSideStory’s flagship product, HBX Analytics to improve online marketing ROI, increase conversions and optimize site content.
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Kathy Klotz-Guest
Humor in PR: Can You Hear Me Now?

High-tech suffers from terminal seriousness. It's an insidious problem, and it means that most tech companies fail to take advantage of opportunities to stand out.

Over 80 percent of everything we hear daily is filtered, and humor helps you to be heard in a crowded market.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: 7 Ways to Super Content

This week, read your answers to the previous challenge: What are the top secrets to creating great online content?

Also this week, solve this problem: How does a speaker go about getting more engagements including meetings, conventions, seminars and tradeshows? Join the conversation!

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

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