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Vol. 6 , No. 30     July 24, 2007


In this Newsletter:

  1. Six Tricks for Creating Brand-Building, Sales-Ripping Creative Briefs
  2. Taking the Fear Out of Customer Advisory Programs
  3. Four Essential Tips for Building Quantifiable Marketing Programs
  4. PR Persuasion: It's All About the Story—and Positioning
  5. Three Key Concepts to Drive More Referrals
  6. Value Creation in the Age of Collaboration (Part 3)—David vs. Goliath
  7. How to Hire a Marketing Innovator


Forrester Research Webinar:
How to Close the Sales/Marketing Loop

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Premium Content

Steve McNamara
Six Tricks for Creating Brand-Building, Sales-Ripping Creative Briefs

Want to make your ads more effective? Project a stronger brand personality? A well-written creative brief is the road map that will lead the way. Here's where to begin.

Get the full story.

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


Webinar: Best Practices for Lead Generation Webinars

Want to know how you can use online seminars (Webinars) to generate oodles of leads? On August 2 three Webinar experts will share their best and latest ideas for turning marketing Webinars into lead machines: Bob Hanson, president of Quantum Leap Marketing and creator of the Must-See Webinars™ system, Kineon Walker, product marketing manager at Citrix Online and Ellis Booker, editor at BtoB and Media Business.

Sherri Dorfman
Taking the Fear Out of Customer Advisory Programs

Planning and running a customer advisory program may seem daunting at first. But the results are well worth it.

Here are the top three fears many companies have, and how to address them.

Get the full story.

Becky Sheetz-Runkle
Four Essential Tips for Building Quantifiable Marketing Programs

Often regarded as a soft science, the ROI of marketing programs can be difficult to measure.

Here are essential tips that should form the basis of the initial stages of your quantifiable marketing strategy.

Get the full story.

This Week's Case Study
How a Software Company Became a Marketing Partner By Adding Mobile Data

A Note to Readers

Welcome to 'The Age of Conversation'

In what is being billed as the first-of-its-kind collaboration via the internet, a group of marketers last week published The Age of Conversation, a book that offers advice on ways businesses can engage consumers through conversation – especially, in less chatter, more listening.

Authors are 103 marketing professionals – including me, along with many of the contributors to the MarketingProfs blog – who contributed a single 400-word essay. Contributors hail from 24 states and 10 nations, and were knit together by Drew McLellan, who heads McLellan Marketing Group in Des Moines, Iowa, and Gavin Heaton, Interactive Director of a leading marketing and promotions agencies, Creata, in Sidney, Australia.

“The marketing industry is abuzz about how the citizen marketers are changing the landscape. This book captures that new phenomenon,” Drew says.

The book is available in a downloadable e-version and in hardcover and softcover. All proceeds will be donated to Variety, the international children's charity.

Order The Age of Conversation here.

Until next week,

Ann Handley
Chief Content Officer


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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What can YOU learn in 90 minutes?

Wednesday, July 25th
How Connected People and Companies Are Winning Big in the Tech-Savvy Consumer Playground

Thursday, July 25th
Ten Cravings of Generation X and Y: Satisfying This Young and Lucrative Market
Lisa Johnson presents back-to-back seminars on making your brand attractive to 18-to-40 year-old consumers.

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


Ford Kanzler
PR Persuasion: It's All About the Story—and Positioning

Whether you're attempting to position a company or product as a category leader, gain permission from a community to make changes, or push a law through the legislature, PR needs to tell interesting yet believable stories that make the target audience consider a new perspective or see the sponsor in a new light.

Get the full story.

Daryl T. Logullo
Three Key Concepts to Drive More Referrals

You can flip the 80/20 in your favor by devoting your marketing resources to creating a referral network that will compound in value year after year.

Get the full story.

Premium Membership

Total Access to the Best Minds in Marketing

Case Studies. Marketing Guides and Templates. Benchmark Studies. Plus 100% Access to Thousands of Marketing Articles.

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Nilofer Merchant
Value Creation in the Age of Collaboration (Part 3)—David vs. Goliath

The Web enables an entirely different way of doing business. Collaboration on a scale previously impossible now occurs on an ongoing basis. Mass sharing ideas globally is easy using wikis and other software.

Here's what it means for companies today.

Get the full story.

Ginny McGarrity
How to Hire a Marketing Innovator

So you're looking for an impresario of innovation, a doyenne of the different, a marketing maven.

But how do you know if the person you're interviewing is really the Wizard of Wow that your organization can count on to help pep up its profits? And how do you know your corporate culture will accept this champion of change?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Customer Service

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