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Vol. 4 , No. 29     July 19, 2005


In this Newsletter:

  1. How to Create a Focused House List
  2. Branding: All You Need Is Love
  3. Write Captivating Case Studies in Three Simple Steps
  4. The Definition of Genius
  5. Convergence: It's Becoming a Brave New World
  6. Getting to Know Google
  7. Marketing Challenge: Educating Clients About the Sales Process


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Premium Content

Michael Fischler
How to Create a Focused House List

Over the last few years, the author has developed a technique for building excellent prospecting lists without spending a nickel with list brokers, or using up unjustifiable amounts of time.

These lists are almost laser-precise in terms of the depth and breadth of personal information about each prospect they contain. With them, he can send out letters, make phone calls, or deploy email campaigns that leaves recipients convinced that the outreach was a one-off, sent just to them.

Here, in this three-article series, he details the specific steps and technologies. Every company needs to adapt this technique uniquely. But the general approach—and often the specific techniques—has broad applicability.

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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William Arruda
Branding: All You Need Is Love

We use the word love a lot when it comes to our favorite brands.

Similarly, talk about emotions and successful brands is music to the ears of career-minded professionals who want to get ahead. If it's the emotional brand attributes that are so critical to loyalty, then who better to build this type of loyalty than human beings?

We too must inspire loyalty beyond reason if we want to be in control of our careers.

Get the full story.

Jonathan Kranz
Write Captivating Case Studies in Three Simple Steps

You can think of the case study as a cross between the testimonial and the business article.

Like the testimonial, the case study features a satisfied customer who "speaks" on your behalf.

Like the article, it's structured dramatically, with a clear beginning, middle and end, and holds your audience's attention through the tension of conflict and the anticipation of resolution.

Get the full story.


A Note to Readers

Counting the Ways

Greetings, discerning readers!

At our last MarketingProfs "Big Cheese" Management Summit in Santa Barbara, we discussed among other things the passion our readers have for MarketingProfs. And it's true – as of today, MarketingProfs is loved by 160,209 subscribers.

In today's newsletter, William Arruda affirms in "Branding: All You Need Is Love" that we use the word love a lot when it comes to our favorite brands. And he suggests a fun little "love" exercise, developed by Jennifer Rice of Mantra Brand Communications.

Jennifer typed "I love [brand]" into Google and measured the number of items Google returned. She did this for many well-known brands to see how much we really love them.

In Jennifer's experiment, high on the "love list" were Apple, Google, Target and IKEA.

Does your own brand inspire love? Check it out – and then count the ways.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Rise of the Hispanic Boomer
  2. Advertising vs. PR: Kotler on Kotler
  3. Don't Bore Me With Your Blog
  4. Six Steps to a Measurable (and Strategic) Customer Program
  5. Simple, Honest Business Email
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Recent Know-How Exchange Questions/Answers

  1. Tagline For a Flavour Company
  2. Buy a List
  3. How Do I Write a Media Brief For My Agency
  4. Mission Versus Positioning Statements
  5. Marketing To Business Vs. Consumer


Steve Bosking
The Definition of Genius

Sometimes genius comes in the form of amazing innovation. Other times, genius is right under our noses—ripe for the picking.

You just have to look.

Get the full story.

Robbie Baxter
Convergence: It's Becoming a Brave New World

Imagine a world where video, photography, text and music are all available from any device that can connect to the Internet at any time. Whether you're using your computer, iPod, television or mobile phone, you will have the information you need and the diversion you want.

Such a fantasy world is closer than you think.

Get the full story.


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Dali Singh
Getting to Know Google

Having greatly benefited from my relationship with Google in the past several years, the author dedicated this article to the search engine superstar.

Their friendship hasn't always been rosy. He got to know Google several years back, when it was just a small fish in a big pond. He started to analyze its every move and realized that Google is a fickle, clever and extremely mysterious being.

Here are a few things he learned along the way.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Educating Clients About the Sales Process

Read your ideas to solve this week's marketing challenge: What's the best way to educate clients about the sales process?

Also this week, what strategies do you take to bring a new product to the marketplace? Add your own two cents.

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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