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Vol. 5 , No. 36     September 5, 2006


In this Newsletter:

  1. Asking the Right Questions: Three Steps to Hiring the Best Consultant for Your Project
  2. Five Negative Thoughts That Can Sabotage Your Writing (and How to Shake Them)
  3. Quality, Service, Price: Meaningless Claims That Can Drive Customers Away
  4. Stuck in Traffic? Search Mode vs. Pitch Mode in Web Marketing
  5. The Art of Listening: Market Research Tools That Any Company Can Use
  6. The Three Ps of Successful Marketing
  7. Marketing Challenge: Three Ways to Catch Clients

Exact Target

Wild Oats: Harvesting Results from Email Marketing

Email, as part of an integrated marketing plan, can boost local event attendance by 150% and drive
in-store traffic.

Read the Wild Oats Story today.

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Premium Content

Marsha Keeffer
Asking the Right Questions: Three Steps to Hiring the Best Consultant for Your Project

You've decided to hire a consultant to take on a large marketing project. Maybe you've had dozens of successful consulting relationships—maybe you've never had one. In either case, you're about to open your cell phone and call a consultant when you stop dead in your tracks, wondering how you can improve the results.

What are the right questions to ask to make sure you make the best choice and get the best performance from a consultant? We asked several top executives to share the questions they ask consultants during the search process.

Get the full story.

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


Thousands of the world’s most successful marketers make it their business to attend…shouldn’t you?

DMA06 Conference & Exhibition
October 14 – 19, 2006
Moscone Convention Center
San Francisco, CA

Daphne Gray-Grant
Five Negative Thoughts That Can Sabotage Your Writing (and How to Shake Them)

Have you ever reached for a brownie when you were trying to lose weight? Or stayed in bed when you intended to go to the gym? Or put off paying bills because it was "too much of a hassle"?

There are lots of different ways in which we sabotage ourselves. This is true of life in general and also true of the writing life.

Get the full story.

Christine Pilch
Quality, Service, Price: Meaningless Claims That Can Drive Customers Away

If people pay attention to what interests them and ignore everything else, how can you break through the clutter with a message that people care about?

All you have to do is press your customers' hot buttons.

Get the full story.


A Note to Readers

We're #9!

I’ve been hunting around online for giant "We’re No. 9!" foam fingers, but surprisingly our super-competitive culture doesn’t extend that far into the numeric range….

Regardless, the cause for foam-finger wagging is that Mack Collier was finally able to update his list of the Top 25 Marketing Blogs, and the MarketingProfs blog shot up from number 22 to number 9 on the list.

I say "finally" because Mack's list relies on stats supplied by Alexa, which ranks blogs according to its own "secret sauce" formula of traffic/pageviews determining traffic ranking. After several dry August weeks during which Alexa failed to update, Alexa finally updated its rankings last week.

The Daily Fix heads a conga line of celebrants that includes some of my favorite bloggers, who also experienced big ranking jumps. They include David Armano (No. 15), Karl Long (No. 18), and Mario Sundar (No. 19).

As I have said in the past, if writing is a solitary pursuit, blogging is decidedly not. Unlike other forms of publishing, blogging is immediate and social, which means bloggers tend to make all kinds of friends and create all kinds of communities online. That's true of this group blog, especially, and a huge thanks goes out to all of you who also read the blog, for your daily drive-bys, comments, and occasional bricks through our windows.

An even bigger thanks goes to our long list of contributors, without whom this blog would be nowhere near as well-read as it is today. And a huge thanks to Mack himself, who pulls together the Top 25 list simply, as I tell my kids, "because." Thank you, Mack!

Check out Mack’s full list of Top 25 blogs at his Viral Garden site here. And please do stop by the blog and browse around a bit. The Daily Fix, which debuted in late March, has functioned as something of a parallel universe here at MarketingProfs: those of you who read the newsletter, attend the seminars and use our other products don’t necessarily read the blog.

But lately, I’ve been talking more and more online with newsletter readers who have recently discovered the blog and have been loving it. So take a cue from them and check it out.

And as always, don’t hestitate to get in touch. Your feedback is always appreciated.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Five Simple Ways to Improve Your Telephone Customer Service
  2. Ten Signs Your Organization Is Ready to Change Its MO Now
  3. There's a Reporter on Line One: Four Foolproof Tips for Talking to Media
  4. Face the Customers or Face the Music
  5. Creating Branded Keywords and Driving Their Search Demand Through Buzz
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What can YOU learn in 90 minutes?

September 7, 2006
Three Big Secrets Behind Successful Marketing Dashboards
Presenter Pat LaPointe explains the right metrics to steer your marketing strategy.

September 14, 2006
Getting Google to Love Your Website... Again
Our favorite web marketer Stephan Spencer talks about changing tactics and hazards with search engine optimization.


Scott Brinker
Stuck in Traffic? Search Mode vs. Pitch Mode in Web Marketing

Traffic is good, but ultimately it's all about conversion.

Get the full story.

Jay Lipe
The Art of Listening: Market Research Tools That Any Company Can Use

People have long conducted market research. Not with fancy focus groups or complicated conjoint analysis, but just by asking questions and listening to the answers. Using this art of listening is so crucial to the success of your company's marketing, that to deny it is to invite failure.

Follow along as we show you how to use marketing research to funnel knowledge into your marketing programs.

Get the full story.

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Rickey Gold
The Three Ps of Successful Marketing

The most important areas of marketing are the three Ps: positioning, presentation and panache.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Three Ways to Catch Clients

Referrals are one of the most effective ways to gain business. But what's the best conversations, email newsletters, blogs, articles?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley
ann@Marketi ngProf

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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