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Vol. 6 , No. 29     July 17, 2007


In this Newsletter:

  1. Three Things to Prepare Before Your Business Launches an Ad Campaign
  2. Seven Steps for Creating a Powerful Jump Page That Sells
  3. Green Bubbles Pop, Too
  4. How to Write a Playbook that Enables Sales Effectiveness
  5. Integrated? Strategic? Why Marketing Needs a New MO
  6. Successful Networking Through Personal Branding
  7. iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone)


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Premium Content

Elaine Fogel
Three Things to Prepare Before Your Business Launches an Ad Campaign

Advertising is a funny thing. When it works, it can attract a multitude of solid sales leads. And therein lies a problem—especially if a small or midsize business isn't prepared for the ensuing results.

Here are three common sense things to prepare before your businesses launches an advertising campaign.

Get the full story.

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


Landing Page Report:
8 Seconds to Capture Attention

Most landing pages must grab attention in eight seconds. Learn how to optimize your landing pages for great campaign results with Silverpop’s new landing page study.
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Michael Fleischner
Seven Steps for Creating a Powerful Jump Page That Sells

If you practice Internet marketing, you know the importance of a high-converting "landing page"—also called a promotional page, jump page, or squeeze page. Effective development of these pages is essential for online marketing success. Regardless of the specific purpose, one fact remains the same—you want the user to take some type of action.

Here are seven landing-page best practices for increasing conversion rates and getting users to take the action you're hoping for.

Get the full story.

John Rooks
Green Bubbles Pop, Too

Housing booms, dot-coms, high-tech, bio-med, religious fervor, Republican or Democrat regimes, peace-war—all of it... all the best (and worst) bubbles have, or will, pop on their way back to the center.

In terms of the "Greening of America," we are currently on the thesis end of the pendulum, with a fair amount more left to go to reach the apex. And then the backward slope begins. The bubble pops at the top.

Get the full story.

This Week's Case Study
How a Private Software Company Doubled Its Email Campaigns and More Than Quadrupled Sales Leads

A Note to Readers

The Bedrock of Real Marketing

One of the key things marketers often struggle with is the balance between strategy and tactics. Nothing gets done if we spend all our time on strategy, and tactics based on shaky strategy are... well, shaky. So what to do?

“Err on the side of getting the strategy right,” advises veteran management consultant Michael Goodman. Without the strategic thinking and planning, he adds, “you’re always looking over your shoulder and second-guessing… because you’re afraid you’re actually doing the wrong thing at the speed of light!”

Goodman is leading a virtual seminar this Friday on “Positioning, Naming and Taglines, three of the most important strategic decisions a company can make (and all interrelated). This will be the third in our series on Small Business Marketing, and it promises to be one of the most interesting and valuable sessions of all. Positioning, Michael says, is “the bedrock of real marketing.” And given the volume of questions the experts in the MarketingProfs Know-How Exchange regularly field on taglines and naming… well, we know it’s a hot topic.

The seminar is free to Premium Plus members, and $99 for everyone else. To participate, walk on over to the sign up page.

And see you there!

Ann Handley
Chief Content Officer

PS: Attend Goodman's seminar, and Jonathan Krantz's seminar on B2B sales collateral this week, plus 4 seminars a month as a Premium Plus member. Register today.


Last Issue's Top 5

  1. How to Use Effective Keyword Choices as the Foundation for a Powerhouse Web Site
  2. A Web Site Without Video Is Like...
  3. MP Classic: Three Steps to Great Copy
  4. A Glimpse Into the Future of Advertising: Japan's Dentsu
  5. Web Site Creation and the Eye of the Spider
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  5. National Federation of Independent Business
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What can YOU learn in 90 minutes?

Thursday, July 19th
Arm Your Sales Team with Collateral that B2B Prospects Want
Jonathan Kranz takes you beyond the brochure and into the material that helps you close the deal.

Friday, July 20th
Positioning, Naming and Taglines
Marketing veteran Michael Goodman delivers this third installment in our Small Business Series, the cornerstone of building your brand.

Want BOTH seminars?
Become a Premium Plus member to have access to EVERYTHING.


Laura Patterson
How to Write a Playbook that Enables Sales Effectiveness

The sales playbook captures your company's knowledge about its markets, value propositions, offers, competitors, and best practices.

These are the very elements that fall within the marketing organization's domain, which is why marketing plays a strategic role in developing the playbook.

Get the full story.

Gary M. Katz
Integrated? Strategic? Why Marketing Needs a New MO

Let's face it: If we want to realize the vision of integrated marketing and strategic marketing, of a more collaborative and enjoyable work environment, of more stature and influence in our organizations, we need to let go of the old. Marketing needs a new MO.

Get the full story.

Premium Plus Membership

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Dan Schawbel
Successful Networking Through Personal Branding

Some 80% of available jobs are never advertised, and over half of all employees obtain their jobs through networking.

The most important component of a successful job search is your network, consisting of friends, family, neighbors, acquaintances, teachers, and coworkers.

Get the full story.

Need more in depth instructions on conducting a stellar job search? Check out this template now.
Conducting a Marketing Job Search How-To Guide

Try Premium membership and get instant access to Conducting a Marketing Job Search How-To Guide. Sign up today.

Paul Paetz
iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone)

Does the hype of the iPhone equal runaway success? Is the game already won?

Or will there be an equal and opposite reaction when possibility and excitement about the future gives way to reality, and inevitable issues arise with service, availability, bugs in functionality and unfulfilled expectations?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Customer Service

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