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There are two of the things you need to do with an effective sales page: You need to write a strong sales message, and you need to minimize the perception of risk. In other words, you need to write compelling sales copy, at the same time keeping anxiety levels at a minimum. Here's how.

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No matter how savvy the marketer, the impact that ROI marketing will have on the corporate culture can be an eye-opening experience. ROI isn't just a nifty tool to keep vendors in line. The infrastructure frameworks that serve the ROI model will lay bare the decisions of everyone who touches the marketing program, and that includes you. So what must you be prepared to do if and when your company embarks on the lofty quest of ROI marketing?

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There is a healthy respect and fear-factor surrounding the blogosphere, een for those of us with some background in online community building. So let's start with some baby steps. Step one: Listen first, and then join the conversation.

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As YouTube, Google and MySpace announce that video advertising will become a key driver in their future revenue strategies, the glitzy, anonymous ads we have been used to for years will have to change course. Ads need to be intriguing in some way; they need to urge us to watch them.

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Organic search engine optimization, until recently, had been a fairly straightforward endeavor. That changed in the middle of May 2007, when Google began rolling out its "Universal Search." This new search option may have long-term repercussions for every search engine optimization company if it becomes the standard.

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If you want to be cutting edge, the way to do it is with audio and video.

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Planning and running a customer advisory program may seem daunting at first. But you can manage the job by charting your company's direction and approach at the outset. Here are the top three fears companies often have, along with advice on how to quell them.

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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.

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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.

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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?

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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.

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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.

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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. 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.

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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.

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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?

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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.

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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.

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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.

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Part 1 of this series discussed the evolution of customer reference programs and gave guidance on how to create a program that's a strategic asset to your company. Here, part 2 discusses the next steps of customer program evolution... and how to change corporate culture by focusing on customers.

CONTENT TYPE: Article | TOPIC: Writing

Recently, we have been seeing more and more emails that take the "instant best buddy" approach: You sign up for some information on a site, and minutes later you receive a breathless email and hear how the author has just taken his kids to the beach, but simply had to rush home and share some terribly important news about an upcoming product launch. It's tempting to dismiss these emails. But here's the thing: They work.