|
Stephan Spencer
Unlocking Google’s Hidden Potential (Part 1 of 4) Most of use Google every day to find things – news, technical support, events, tips, research documents, and more. Were you to master Google's powerful search refinement operators and lesser-known features, you could save lots of time scouring over irrelevant results. More enticing is the promise of elusive nuggets of market research and competitive intelligence out there, waiting to be discovered. This four-part series will show you how to find what you need quickly with laser-like accuracy. In part 1, we offer 15 critical ingredients to refine your Google search. Get the full story. Please note: This article is available to paid subscribers only. Read more information or sign up here.
|
William Arruda
True Colors: Using Color to Build Your Brand As a marketer, you know that color is an important brand asset. It helps clients and prospects recognize your company or product. But color can be used to support goals way beyond just recognition. It can be used to evoke emotion and build that all important connection with the people who surround your brand. Get the full story. |
Nick Wreden
Moving Toward Branding Systems Mark your calendars for October. That is when the Chief Marketing Officer Council will unveil a complete performance management framework at its annual meeting. The goal is to help individual CMOs demonstrate tangible business value across many areas, calculate ROI, better allocate and evaluate resources and spending, continuously adjust and fine tune the marketing mix, and so on. Quite a goal, especially since agreement on what and how to measure the forces that drive brands is hard to muster. But here is one suggestion: emphasize systems. Get the full story.
|
|
 |  | |
A Note to Readers Teaching a Techie to Write Well Greetings, discerning readers! I got a big kick out of an article in the Summer 2004 issue of Harvard Management Communication Letter, published by Harvard Business School. “How to Engineer Compelling Prose: Teaching a Techie to Write” explains how engineers’ love of objects (and how they work) makes them notoriously bad writers. As author John Clayton writes, “…sometimes, engineers’ close attention to how an object works causes them to overlook the object’s larger relevancy.” Thus they naturally construct such object-focused sentences like this one: “The 10-32 1 3/4 inch wood screw was driven into the hickory with a Phillips screwdriver 5-3/4 revolutions,” John says. This is no shock to marketers who frequently work hand-in-hand with technology and engineering people, and are often frustrated by attempts to convince those departments to communicate simply and clearly. Engineers are very good at explaining how objects and their systems work, but they focus less on what the system can do for the company and, more importantly, its customers. If your company happens to subscribe to the newsletter, check it out. It’s a great article to pass around the marketing department. Also, it’s a fine piece to slip into the hands of any engineers you know. (By the way, the entire Management Communication newsletter totally rocks, partly because it’s tightly edited by my good friend Chris Bielaszka-DuVernay, who is one of the best editors I’ve ever met.) Thanks for stopping by, and enjoy this week’s newsletter. As always, your feedback is both welcome and encouraged. Until next week, Ann Handley
ann@marketingprofs.com
MarketingProfs.com
| | |  |
|
|
Tom Barnes
Giving It Away Marketers must still provide sampling opportunities and open, unilateral concessions in order to build credibility to help qualify prospects. So there’s the challenge: How do we very simply communicate our U.C. (unilateral concession) in a credible way (without saying free)? Perhaps more importantly, how do we figure out what it is that we are unilaterally conceding that effectively lowers our potential buyer’s risk? Get the full story. |
Meryl K. Evans and Hank Stroll
SWOT Team: Give Us Your Tired, Your Poor, Your Huddled Masses (and Your Bored) Only one in three of you are passionate about your jobs and companies. What advice do you have for helping the other two-thirds of employees wake up and get their groove back? Also this week, read your answers to: How do I manage the creation of a master corporate capabilities slide presentation when there are multiple executive VPs playing the role of reviewer/approver? Get the full story. |
 |
| WANT MORE CONTROL OVER YOUR WEB SITE? Ektron content management solutions let marketing pros publish and manage content, images, forms, and calendars.
Learn More |
|  |  |
Bill Stoller
Getting Reporters to Open Your Emails You know that getting publicity is vital to the health of your business. You probably also know that e-mail is the way most publicity seekers get in touch with reporters to score that precious coverage. Here’s what you don’t know: The vast majority of e-mails sent to journalists never get read. Bottom line: If your e-mails don’t get read, you have no shot at getting the publicity you so desperately need. Here's how to beat the odds. Get the full story.
|
Roger L. Cauvin
How to Guarantee Product Failure If you want your company's products to fail, there are a number of guidelines to keep in mind. Here are the top five mistakes that product managers can make to ensure their products fail. Get the full story.
|
|
 | | Contact Publisher:Alle
n Weiss
amw@MarketingProfs.com
Content: Ann Handley
ann@MarketingProfs.com
Partnerships:
info@MarketingProfs.com
Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com
Premium Subscriptions:
Roy Young
roy@MarketingProfs.com | Subscribe to our Future Newsletters Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you without the hype and self-promotion found elsewhere.
| Advertising Info
Reach a professional
advertising and marketing audience. Visit here to
get our contact info. and our current media kit. |
| | Helping marketers from all industries succeed online through highly effective email technology and professional services. |
You received this
newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com,
or because you subscribed to our newsletter. You can easily change the newsletter
format to text or html, change your email address by going
here.
To leave our mailing list, simply send us a blank e-mail here.
Copyright © 2004 MarketingProfs.com. All rights reserved.
MarketingProfs, LLC | 419 N. Larchmont | #42 | Los Angeles, California | 90004
We protect your privacy
All logos and names are the copyrights of the respective owners
|
| | |
|
See below for Advertising, Subscription and Contact information.
The Web's most stylish service is also one of its most affordable.
List getting too big? Starting a list? It's easy when you're here!