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Vol. 5 , No. 11     March 14, 2006


In this Newsletter:

  1. Book Summary: Blink: The Power of Thinking Without Thinking by Malcolm Gladwell
  2. A View From the Top: Career Insight From Prophet Senior Partner Scott Davis
  3. How to Determine the Best Price for Your Product or Service
  4. Five Ways to Attract (and Hold!) More Qualified Leads
  5. 10 Tips for Running an Effective PPC Search Campaign
  6. Cause Marketing: Good Deeds as Good Business
  7. 'Co-production Experience' and the Satisfied Customer



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Premium Content

Michael L. Perla
Book Summary: Blink: The Power of Thinking Without Thinking by Malcolm Gladwell

You are probably "thin-slicing" this bit of copy right now. You are quickly judging, in seconds, whether it's worth reading on. Right now, your customers are thin-slicing your offerings, your Web site, and your marketing communications. They are rapidly deciding, often unconsciously, whether your message is credible, whether you can be trusted, and whether they should take your call, read your collateral or browse your Web site.

If you don't know what thin-slicing is, what it means, and how it works—then read on.

Get the full story.


Harvard Business School
Executive Education
Strategic Marketing Management - June 11-16, 2006
This program examines the marketing discipline and provides a framework for logically thinking about marketing as a value creation process, from market analysis and product positioning to communication and implementation. Exploring the concepts and tools of contemporary marketing management, participants learn to create and manage marketing strategy to deliver goods and services of meaningful customer value.
Please visit here for more information.

William Arruda
A View From the Top: Career Insight From Prophet Senior Partner Scott Davis

What gets a resume more than a 10-second glance? What's the surest way to impress during an interview?

Scott Davis, Senior Partner at Prophet and author of two widely acclaimed books on branding, offers must-read career insight.

Get the full story.

Or play the podcast. You can listen to the full interview through your computer. Or download the MP3 file and take it with you.

Note: Podcast recordings are available to paid members only. Get more information or sign up here.

Nick Usborne
How to Determine the Best Price for Your Product or Service

When you're setting the price for physical goods, particularly commodity goods, you may not have a great deal of flexibility.

But if you are selling something less tangible—like a service, a subscription, a seminar or downloadable report or book—the range of prices you can charge is very broad, and often surprising.

Get the full story.


A Note to Readers

Sometimes, Smaller Is Better

Our friends at ExactTarget released interesting data from a new study that suggests the size of your list is one of the strongest predictors of email open and click-through rates.

In its study of some 4,000 organizations, 230,000 email campaigns, and 2.7 billion (!) email messages last year, ExactTarget found an inverse relationship between list size and email responsiveness: Open and click-through rates both tend to decrease as list size increases.

Morgan Stewart, who authored the study for the Indianapolis-based company, sees good reason for companies to segment their audiences: "The smaller the targeted audience, the better organizations can aim their message directly to their subscribers in their email communications."

Also according to the study...

  • B2B emails had higher open and click-through rates than B2C.
  • Lists with 100,000 or more names had an average open rate of 18.2% and click-though of 3.6%.
  • Lists with 101-1,000 names had an open rate of 42.1% and click-through rate of 6.8%.
  • For lists of 1,001-10,000, the rates were 33.2% and 5.1%; for lists of 10,001-100,000, the rates were 25.8% and 4.5%.

The downward trend in open rates by list size stabilizes at between 15-20% average at 400,000 to 500,000 subscribers. At that point, adding incremental names does not have an increased negative affect on open rates.

"The larger the list, the more important it is to have compelling creative and offers in order to generate click-through rates in your campaign," says Stewart.

This Thursday, the full report will be available here.

See you next week!

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Making the Most out of Google as a Research Tool (Part 2 of 2)
  2. How to Test Your Competitive Market Strategy
  3. The 80/20 Volume Paradox
  4. SEO Copywriting: Does 'Search Friendly' Mean 'Human Readable'?
  5. Three Business and Marketing Lessons From the Olympics
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Jonathan Kranz
Five Ways to Attract (and Hold!) More Qualified Leads

Writing for business-to-business lead generation is a balancing act: On the one hand, you want as great a response rate as possible; on the other, you don't want to clog the sales pipeline with useless leads—people who don't have the authority, interest, or money to buy what you're selling.

Here are five pragmatic ways for you to increase your success rate with the prospects who matter.

Get the full story.

Jay Bower
10 Tips for Running an Effective PPC Search Campaign

Pay-per-click (PPC) advertising is not just the marketing flavor of the week. It is a very profitable way to get prospects to Web sites for a long time to come. It is direct marketing at its purest.

To succeed with PPC, you need to apply all the rules for media, offers, copy, and testing. Here are 10 sure-fire tips.

Get the full story.

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Our first Template is about Competitive Analysis. The next one, coming soon, is about Trade Show Marketing. Upgrade to Premium membership today. Learn more.

Sherlyn Manson
Cause Marketing: Good Deeds as Good Business

Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about.

Here's how smart companies are responding (and how your organization can, too).

Get the full story.

Peter C. Honebein
'Co-production Experience' and the Satisfied Customer

Customer experiences are the foundation for competitive differentiation, value creation, and brand identity. While some companies create emotion-driven customer experiences that leave an impact on shoppers, others create "co-production" experiences in which customers are active co-producers.

Here's how it works. 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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