BeTuitive: e newsletter

In Review: No Yelling

Posted on February 28, 2007 by Kevin G.

No Yelling: The 9 Secrets of Great Leaders

“What is your major malfunction?” Not exactly the words you would expect to hear from your boss (unless his last name is Patton, and he prefers pushups to coffee in the morning).

We all communicate in different ways to get what we want. Managers, CEOs and other leaders need to understand the necessary steps to take to get their team to work as a unit and get what they want. The US Marine Corps. manufactures leaders through effective training in the physical and mental realms. Former marine, Wally Adamchik, knows the methods to handle high stress situations, manage a team, and complete tasks that mirror the likeness of the business world.

In No Yelling: The 9 Secrets of Marine Corps Leadership You Must Know to Win in Business, Adamchik lets readers in on this classified information:

1. Integrity

The individuals that work with--not underneath--you need to trust and respect your efforts by demonstrating integrity. By building trust, maintaining consistency and establishing non-negotiable terms, your integrity as a leader will develop.

2. Technical Competence

Demonstrate the knowledge and ability to complete the menial, labor-intensive or specialized tasks your workers do for you. By offering a sincere effort to level with your team, they learn to accept and respect your role as a leader.

3. Set the Example

Delegating work to a team does not ensure its completion. Maintaining professional composure and being a role model for others communicates what a leader expects out of a team.

4. Self-Awareness

It is impossible to be conscious of the tasks and people around you if your personal standards of practice are not identified. Being self-aware allows leaders to assess unique situations, recognize effective methods of team members, and continually improve leadership style.

5. Take Care of People

A happy worker is a good worker. Recognize workers’ accomplishments, give sincere attention to concerns, and make a natural effort to connect on a personal level. What goes around comes around.

6. Make New Leaders

The leader will not be there forever, and the team must be able to uphold its responsibilities for the company. By developing a team of leaders culturally and personally, each member will take ownership and pride in their tasks as they become accountable for successful completion.

7. Commander’s Intent

When a team knows where it’s headed and why, it will be more willing to spearhead new initiatives and venture into uncharted territory.

8. Culture and Values

By creating a positive and productive working culture with an honest and comprehensive value system, a team will be able to identify and respect the foundations of their company.

9. Rehearsals and Critiques

Creating scenarios for your team to practice within allows for mistakes to be made. When these mistakes are critiqued in a clear and non-threatening, non-judgmental manner, your team will be conscious and motivated to minimize recurrence of the same error.

In Review

At the end of this book, these secrets may seem like common knowledge—but that’s a result of the clear examples and content that progresses naturally from one secret to the next.

These secrets not only identify the personal qualities a leader must have, but also address the practices necessary to foster a happy and productive team. Though you might occasionally want to shout “Drop and give me 20,” No Yelling makes it clear how good leadership is created for any team. As you were, soldier.

February 28, 2007 in Opt-in Email Marketing, bulk email marketing, company blog, create a newsletter, creating company newsletter, creating newsletter, direct email marketing, e mail newsletter, e newsletter, electronic newsletter, email marketing, email marketing campaign, email newsletter, email service, email services | Permalink | Comments (0) | TrackBack

Mapping Your Search Results

Posted on February 21, 2007 by Kevin G.

I found a great new search engine that displays your search results in a whole new way.

Imagine viewing and modifying your search results in a visual format - like cities displayed on a map. The name of the search engine is Quintura. When you type in a keyword, the search engine will display related terms in varying placement and font size. I haven’t figured out the reasoning behind it, but it might have something to do with relevancy or amount of information.

It’s like sorting through search terms on a map. Try it out for yourself.

February 21, 2007 in Opt-in Email Marketing, company blog, create a newsletter, creating newsletter, direct email marketing, e newsletter, electronic newsletter, email marketing campaign, email newsletter, email services, ezine, mass email, newsletter design, newsletter marketing, newsletter sample | Permalink | Comments (0) | TrackBack

Reviving Stewardship

Posted on February 19, 2007 by Vinnie Lacey.

In the business of custom publishing, we here at BeTuitive always have to be mindful of copyright and plagiarism. After all, word-smithing is part of what we do, day in and day out. Not to mention that a crucial aspect of our credibility is ensuring the originality and authenticity of the work we produce, both for ourselves and our clients.

But are we, as the model of capitalist societies, too obsessed with the claims of private ownership in our created works? Has the rush to stake claim to their seemingly inalienable rights destroyed the public domain that these works also naturally reside in?

The author Jonathan Lethem gives an excellent treatment of these questions in this month's Harper's Magazine. Lethem's mini position paper, "The Ecstasy of Influence," got me thinking about what we are quick to deem worthy of protection these days. The article does get rather heavy at times, as a good position paper should, but I found some of his ruminations very interesting and worth the time. One of my favorites is Lethem's distinction between a market economy and a gift economy.

Check it out.

February 19, 2007 in Opt-in Email Marketing, company blog, company newsletter, creating newsletter, customer retention, e mail newsletter, e newsletter, electronic newsletter, ezine, newsletter, newsletter service, newsletter template, nurturing relationships, online newsletter, writing newsletter | Permalink | Comments (0) | TrackBack

It's my Truthiness and I'll Stick to It

Posted on January 25, 2007 by Kevin G.

I always make it a top priority to stay on top of news developing throughout the day. Spending time at the New York Times and CNN web pages gives me a good portion of my world news, but I always try to keep myself well-rounded. I’m a little bit country and a little bit Rock’n Roll – but mostly rock.

So, another source I commonly utilize for my news intake is the always credible program, the Colbert Report, on Comedy Central. Ok, I may not use it directly as a news source, but how can you deny a show that counts the times Nancy Pelosi blinked during the president’s recent State of the Union address? A reason why I choose to stay out of politics all together.

Anyways, the show is great, but I was intrigued to see that the Colbert Report now utilizes a blog. It’s is always great to establish relationships in the blogosphere. So how about it Steven? I’ll comment on yours if you comment on mine. Let’s build synergy…for the people.

January 25, 2007 in Opt-in Email Marketing, company newsletter, creating company newsletter, direct email marketing, e newsletter, email marketing, email marketing solution, email services, ezine, newsletter, newsletter format, newsletter sample, newsletter template, nurturing relationships, online newsletter | Permalink | Comments (0) | TrackBack

Waxing Grammar

Posted on January 23, 2007 by Kathryn Regina.

Whether you run into the occasional grammar roadblock or are a full-fledged word junkie, I recommend Patricia T. O'Connor's blog at Grammarphobia.com. O'Connor is the author of the entertainingly comprehensive book Woe is I: The Grammarphobe's Guide to Better English in Plain English. Her daily blog answers questions from readers regarding grammar and etymology. The site also includes writing tips, grammar myths and links to other language resources.

My favorite blog of the week is today's entry on the origins of the phrase "waxing eloquent."

January 23, 2007 in Opt-in Email Marketing, bulk email marketing, company blog, company newsletter, create a newsletter, creating company newsletter, creating newsletter, customer retention, direct email marketing, e mail newsletter, e newsletter, e zine, electronic newsletter, email marketing, email marketing campaign | Permalink | Comments (0) | TrackBack

A Winging Sales Plan

Posted on January 22, 2007 by Vinnie Lacey.

By day I help customers make informed decisions on custom publications to improve their business and add value to their relationships; by night I perform, direct and sit in rapt attention of some of the most amazing improvisational theater that this fine city has to offer. As the locals know, Chicago is the mecca for improv and sketch comedy in America, with institutions like Second City, IO (formerly ImprovOlympic) and the Annoyance Theater carrying the torch on social and political satire. At its finest, it's nearly impossible to walk away from a show without an interesting reflection on the human experience. And...oh yes, it's downright hilarious.

Because I am so passionate about the art, I often look for connections between improv and my personal life--discovering answers to important questions like what motivates me, what brings me joy and what leaves me downright frustrated. And as a recent Washington Post article brought to mind, improv remains just as relevant to the world of business.

I was particularly struck by one of the big questions the author raises: How can you teach people to be funny? The query is all too familiar to any improv director wondering how to lead spontaneity, prompt genius, and tackle any other number of seemingly insurmountable oxymorons. Whew.

What I found from my several years of performing and short time directing is this: it's rarely successful to just tell someone what they are doing wrong; the direction that sticks is always a matter of discovery. So I try to lead through challenges (hey, try taking an exaggerated pose before delivering each line!) and repetition (you just said something significant--say it again!). These strategies have been far more effective than my default 20-minute tirade on the merits of "yes anding" your scene partner. And far more rewarding: witnessing the light bulb going off in a performer's brain in the middle of a scene is a pure delight.

How does this relate to the world of sales? I'm willing to bet few complex business deals have ever met success with a colorful brochure, a strong handshake, and a canned sales pitch. That--like my previous bad direction--is simply telling. And telling gets old fast.

So how to reach that promised land where their needs and our solutions thrive in glorious harmony? It's mostly a matter of the right Q & A. The targeted sales questions that lead a customer down a path to discovery--that is, verbalizing YOU as the solution to their imminent problems--is exactly what makes the best ideas stick.

Whether in improv or business, that is the "A HA!" moment that makes it all worthwhile.

January 22, 2007 in Opt-in Email Marketing, company blog, company newsletter, create a newsletter, direct email marketing, e newsletter, e zine, email marketing campaign, email marketing solution, ezine marketing, mass email, newsletter marketing, newsletter service, nurturing relationships, writing newsletter | Permalink | Comments (0) | TrackBack

News Source Fit for a (Burger) King

Posted on January 08, 2007 by Vinnie Lacey.

My first experience with news snobbery appeared in high school. I distinctly remember a certain world history teacher--an ex-nun with a condescending flair for anything she deemed non-intellectual--criticizing my choice of Time magazine as a research paper source. McNews she called it. Ouch.

Times have, of course, changed (no pun intended). The landscape of our news sources--like all our information--has certainly undergone quite a transformation with the arrival of the web. Credibility? Eh. News worthy? We'll need a vastly underdressed celebrity for that.

It was with great trepidation (and yet hope) then, that I learned Time had revamped its website, which I discovered through a posting on Adrants. Time 2.0. The ex-nun would have probably called it 0.5--all things new being the most suspect and ripe for ridicule, of course.

My first impression was favorable. The site seems less like a poor advertisement for the magazine and more like a full scale news source. Features to check out are the news aggregator and blogs from some of the more insightful columnists. Extra points for ease of navigation and a crisp design. The best new feature, though, has to be the revamped archives. Time backlogged all of their old articles and covers, and the result is a wistful stroll across 90+ years of the weekly news magazine. All for free. Like it or not, Time is part of the collective American consciousness as much as apple pie and the Big Mac.

In fact, all was going healthy and well until I ran into the quote of the day. From Angelina Jolie. I frantically clicked away, only to end up caught in a photo journal of a day in the life of Barack Obama. Yikes! I navigated until I reached safer waters. And for just one second I felt the hot breath of a certain ex-nun on the back of my neck asking, "Is this how you spend your time, Mr. Lacey?"

But don't mind my Catholic guilt. Decide for yourself here.

January 8, 2007 in bulk email marketing, company blog, company newsletter, creating company newsletter, e mail newsletter, e newsletter, e zine, email marketing campaign, email marketing solution, email tracking, ezine, ezine marketing, mass email, newsletter design, newsletter format, newsletter marketing, nurturing relationships, online newsletter, writing newsletter | Permalink | Comments (0) | TrackBack

A Time for Change

Posted on January 03, 2007 by Kevin G.

As I sat down today to look over my emails and organize my day, I casually browsed my Google sidebar that provides weather, news articles and many other tidbits of info.

Within ten minutes, I came across three turbulent articles concerning the CEOs of prominent companies. I was shocked to read that the CEOs of Sterling Commerce (Samuel Starr) and Earthlink (Garry Betty) both passed away. Since both of them were under the age of 50 and seemed to live such miraculous lives, it appears that the new year has already started off on awkward footing.

Then I read that the CEO of Home Depot, Robert Nardelli, resigned today, which was icing on the cake. Even though he leaves with a hefty sum of money, it will be interesting to see how Home Depot plans to pick itself back up from the real estate slump. Looks like they already have their New Years resolution cut out for them.

January 3, 2007 in Opt-in Email Marketing, company blog, create a newsletter, creating newsletter, direct email marketing, e newsletter, electronic newsletter, email marketing campaign, email newsletter, email services, ezine, mass email, newsletter design, newsletter marketing, newsletter sample | Permalink | Comments (0) | TrackBack

Best commercials of 2006

Posted on December 28, 2006 by Kathryn Regina.

Once in a while a commercial comes along that you enjoy almost as much as, if not more than, the program you’re watching. Smart and creative, these are my picks for the top five commericals of 2006:

Microsoft redesigns the iPod packaging

Milky Way commercial

Carlton Draught: Flashbeer

Folgers: Happy Mornings

Dove: evolution

December 28, 2006 in company blog, company newsletter, create a newsletter, creating company newsletter, creating newsletter, customer retention, direct email marketing, e mail newsletter, e newsletter, e zine, electronic newsletter, email marketing, email marketing campaign, email marketing solution, email newsletter | Permalink | Comments (0) | TrackBack

The Red Bow on your Sales Package

Posted on December 18, 2006 by Vinnie Lacey.

In the process of revamping our sales proposals over the past two months, I've had the...ummm, how can I put this nicely...opportunity to review tons of material on writing for a business audience. Turns out proposal writing, like writing for the web or writing out your holiday wish list, is a specialized skill. It's not just a matter of pitching a laundry list of your products and services, but really putting into concise and targeted words how your solutions match your prospect's needs. You did write convincingly to Santa, didn't you?

This is the case in all sorts of sales processes, of course. Speaker and "small business copywriter" Troy White emphasized targeted message delivery recently in his blog about ratcheting up your holiday sales. As Troy makes clear, even with the fanciest of toys and the most glittery wrapping paper--that is, great product and a way to spread the word--you must buttress your sales pitch with the compelling, consistent message that your customer can understand. Sometimes that takes testing and restesting--the same thing we here at BeTuitive emphasize with our clients--in order to maximize consistent return on their publications.

So while I whittle away these last few working days of 2006 refining proposals....errr, I mean providing the human capital that drives a successful literary presentation of our solutions...no, what I mean to say is... giving the straight talk on building your relationships with a custom publication...Ahem. Please remember: It's not just what you say, but how you say it.

tags: Email Marketing | Nurturing Relationships | Mass Email | E Newsletter
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December 18, 2006 in Opt-in Email Marketing, bulk email marketing, company blog, company newsletter, create a newsletter, direct email marketing, e mail newsletter, e newsletter, email marketing, email marketing campaign, email marketing solution, mass email, newsletter, nurturing relationships | Permalink | Comments (0) | TrackBack

Business Bias

Posted on November 17, 2006 by Kathryn Regina.

We all like to think that our achievements or failures are based on merit. But in the real world we know that people respond to a wide range of factors when making a decision (just think of the book Blink).

It begs the question: How much of our success is precipitated by our race, gender, or physical wellness? In this Washington Post article, two black entrepreneurs, Antwanye Ford and Andre Rogers, founders of technology consulting firm Enlightened Inc., “struggle with whether or not the company should promote that it is owned and run by two black men.”

A Chance to Get into the Room

tags: business | bias | Being a Black Man | marketing
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November 17, 2006 in company blog, create a newsletter, e newsletter, electronic newsletter, email service, newsletter, newsletter service, newsletter template | Permalink | Comments (0) | TrackBack

What does it take to be a great speaker?

Posted on November 02, 2006 by Sarah Eaton.

If you don't know, you should definitely read my interview with Kristin Arnold, a certified speaking professional (CSP) who sits on the board of the National Speaking Association. She will enlighten you.

tags: Kristin Arnold | Quality Process Consultants, Inc. | speaking skills | National Speaking Association
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November 2, 2006 in Opt-in Email Marketing, company blog, creating newsletter, e newsletter, e zine, email marketing, email marketing solution, email services, ezine marketing, mass email, newsletter format, newsletter outsource solution, newsletter sample, nurturing relationships, opt-in email, writing newsletter | Permalink | Comments (0) | TrackBack

Speaking…All the Way to the Bank

Posted on October 31, 2006 by Vinnie Lacey.

“My criterion for success is pleasing people who can write checks that clear the bank.”
-Alan Weiss

You can’t get past the preface of Alan Weiss’ Money Talks: How to Make a Million as a Speaker (McGraw-Hill, 1998)—indeed not far beyond the title—and miss the crux of this 200+ page roadmap to the ins and outs of professional speaking. Weiss wants you to know he has made millions as a professional speaker and now, apparently, it’s your turn, too. Dilettantes beware: this book is not for the weak-hearted—nor the daydreamers fancying themselves the next Tony Robbins. While Weiss’ blunt, tongue-in-cheek delivery often comes across too smug for its own good, the content here is all business: the tools, targeted advice and piercing questions to push you head first into a career in public speaking.

In this review I will focus on three “big picture” lessons from Weiss’ marketing and sales techniques, although the book covers everything from developing content to publishing a book to staffing and supporting a business.

Big Lesson #1: Speaking professionally requires a lot of work.

Not surprising news, right?

Turns out the obvious is not so obvious. Weiss makes the distinction that having something to say—even with a superior ability to keep an audience captivated—does not make you a professional speaker. Only a public speaker. The truth is that most “professional” speakers find it difficult to put food on their plates just from speaking. The corollary to this first lesson is that you will expend more effort selling your speaking than actually delivering your lines.

Weiss catalogs several examples of professional speakers—some who have been speaking for many years—desperately trying to improve their business. In most scenarios the problem is not the content of the material, but rather how the individual has been defined.

Like any aspect of sales, speakers can fall into self-destructive attitudes and routines rather easily. Ongoing success means a willingness to do the advance research and constant self-analysis that centers you as a comprehensive solution to your client’s problem. Celebrities sell on name alone—they have it easy. But Weiss details the step by step process to honestly answer: “What do I bring to the table in my buyer’s terms?”

Naturally, then, chapters such as “What is a Professional Speaker?” and “Positioning Yourself in the Field” precede discussions of platform skills. Weiss insists, “The only reason to hire a speaker…is to improve the condition of the audience and, frequently, the organizations which they represent.”

BeTuitive uses the same criteria to develop content for our B2B clients. Great professional speakers, like great custom publications, leave a lasting impact and improve the lives of their audience. Relevancy and end results are everything. In this point lies the theme that Weiss returns to again and again. For all his boisterous opinions and “myth-destroying” contentions, the fundamental message is quite simple, bringing us to…

Big Lesson #2: Craft all aspects of your professional speaking career around value to the customer and sell on value.

Successful businesses and successful salespeople, of course, do this all the time. It’s getting there that’s difficult. In order to drive home this point, Weiss dedicates his first five chapters to identifying the buyer’s objectives, defining your value as a speaker and finding ways to match the two effectively. Particularly helpful are the topics:
• Responding effectively to the question, “What do you speak about?”
• Transitioning content knowledge and process skills into client results
• Leveraging past experiences to adult learning needs
• Determining where your ideal clients “live” (e.g. who has easiest established need, who taps into trends that drive your audience, who knows you exist as a speaker already, etc.)

Only by understanding the professional speaking process as a value-directed venture, Weiss contends, can you actually begin crafting a speech in the first place!

Of those three steps in the sales process, I found Weiss’ approach to defining your value as a speaker the most counterintuitive and challenging–bringing us to our final take-away, reprinted in its entirety for your convenience:

Big Lesson #3: “Define your value in the broadest conceptual terms, studiously avoiding industry, niche, and segment alignment.”

Huh? Isn’t it all about specialization? What happened to meeting exact objectives?

Weiss readily admits that some vehemently disagree with him, but writes, “Experience and circumstances will intelligently narrow [your market] as needed, but that winnowing process is often a gentle erosion around the edges, not a sharp knife slicing a pie into eights. These steps are equally applicable for the neophyte or the veteran.”

At first I had difficulty seeing this advice as anything more than motivational (c’mon champ, lots of people want to hear your spiel—it’s just a matter of getting their attention!) However, I think Weiss’ contention dovetails into his overall message of thinking critically about what you leave behind as a speaker. A value-based definition is broad by its very nature and may open new avenues of potential audience members. You may be capable of doing more than you think.

Weiss’ point may be best summed up: Approach and market as if every person were a potential audience member; specialize your value to the buyer. In other words, enable any buyer to buy from the outset. When building rapport, ask the right questions and position yourself as the solution to your buyer’s specific needs and areas of pain.

Money Talks is an excellent place to start thinking seriously about a career in professional speaking. Experienced speakers looking to elevate their careers can also benefit from Weiss’ bucking of the status quo. Making a living as a speaker is a difficult niche to carve out, delivering a fresh product an even bigger challenge. But the results can be rewarding and—as Weiss would have us remember—quite lucrative.

See you on the circuit.

For more information on Alan Weiss:

Summit Consulting Group

tags: Alan Weiss | Professional Speaking | Custom Publications | Money Talks
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October 31, 2006 in bulk email marketing, company blog, company newsletter, create a newsletter, creating company newsletter, creating newsletter, customer retention, direct email marketing, e mail newsletter, e newsletter, electronic newsletter, email marketing, email marketing campaign, email marketing solution, email newsletter, email service, email services, email tracking, newsletter, newsletter design, newsletter format, newsletter marketing, newsletter outsource solution, newsletter sample, newsletter service, newsletter template, nurturing relationships, opt-in email | Permalink | Comments (0) | TrackBack

Get More Done At Work, Have More Time For Life

Posted on July 28, 2006 by Sarah Eaton.

A review of Never Check Email in the Morning

Are you a complete mess at the office? Do you find you’re returning calls a week after getting a voice mail? Then Never Check Email in the Morning is the book for you.

It’s also the book for you if you only occasionally feel overwhelmed or disorganized.

Of course, I was attracted to the book by the sensational title. When I suggested it for review, one of my colleagues said it sounded like a good idea, but that, seriously, I have to check email in the morning. I agreed then, and after having read the book, I still agree.

Having said that, there are many takeaways people can apply to amp up their productivity—and with that, their work-life satisfaction. Julie Morgenstern, “Oprah’s favorite organizing expert,” imparts a number of suggestions gleaned from her work with clients.

My time-saving gift for you: I have separated the suggestions into two categories: useful and really hard to accomplish.

Useful tips:

You’ve heard it before, but have you taken it to heart yet? Stop multi-tasking. It just scatters your ability to focus, and it takes you longer to get things done than if you concentrate solely on the task at hand.
How many steps from the revenue line is each item on your to-do list? Complete the items that will have the largest impact on the bottom line first.
To minimize interruptions, rehearse some catchphrases to get you temporarily off the hook, like “I’m working on a deadline right now. I’ll get back to you this afternoon.” (That means you really do have to get back to the interrupt-er that afternoon, by the way, otherwise he’ll never believe you and just plough ahead the next time you use your line.)
Do stuff right away. Are you returning from a sales call with a small tower of business cards? Don’t stack them behind your computer monitor; enter them in Outlook immediately.
If an employee shoddily completes work you delegated to her, don’t correct it yourself. Send it back for corrections. Delegation is about other people completing tasks.

Tips that require a major shift in thinking:

Never check email in the morning. Okay, I would just die if I couldn’t check my email in the morning: Not everyone I work with is in my time zone, as is the case with most people in this crazy, electronic world. Things happen when I am not in the office, things that could change my morning’s plans.
Morgenstern suggests a whole list of ways you can minimize time spent in meetings, but most of the suggestions require being a pest: Question the length of the meeting; ask if you really have to be there; see if you can send your assistant instead; make everyone in the meeting stand the whole time, etc.
The last chapter is called “Work Well With Others.” To do so, you need to be accessible, reliable, adaptable, respectful, clear and fair. If you have trouble with any one of these issues, it’s going to take more than a few actions points to turn you around. You will need to completely re-think the way you interact with people.

Tip I’m trying out:

Quiet hour: Many of my responsibilities require complete silence and concentration, but many others require interaction with people on my team. Every day from two o’clock to three o’clock next week will be “quiet hour” at BeTuitive, so everyone gets a chance to focus. I’ll let you know how it works out in a blog post.

Everyone has difficulties with some aspect of his work life, and honestly, Morgenstern touches on most of those troubles in her book. If you’re a procrastinator, she can help you out. Ditto if you’re a perfectionist, your office is disorganized or you take on too much work.

Not every chapter applies to every person, and not every challenge is discussed in the depth you might need or want. But, the book does a great job of identifying and illustrating common work concerns and helping the reader pinpoint his own problems.

tags: Never Check Email in the Morning | Julie Morgenstern | Oprah | book review
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July 28, 2006 in bulk email marketing, create a newsletter, creating company newsletter, customer retention, direct email marketing, e mail newsletter, e newsletter, e zine, electronic newsletter, email marketing campaign, email newsletter, mass email, newsletter, newsletter marketing, newsletter outsource solution, nurturing relationships, online newsletter, writing newsletter | Permalink | Comments (2) | TrackBack

Technology Dependency and You

Posted on June 15, 2006 by Sarah Eaton.

File under "Stupid things you do that reveal something telling":

I'd printed out an article because it was long, and I wanted to take notes on it as I read. I spread the pages over my keyboard and started to read--and realized I WAS STILL USING MY MOUSE AS IF I WERE SCROLLING ON SCREEN.

There I was, hand on mouse, sliding it ever-downward. Even after I realized what I was doing and announced it to the room at large (everyone laughed at me), I felt my hand creeping back to the mouse. I was downright uncomfortable unless it was cradled beneath my palm. I had to move the mouse from the pad and hide it behind my laptop before I could return my attention to the article.

Yikes.

tags: technology dependency | reading on screen
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June 15, 2006 in create a newsletter, creating company newsletter, creating newsletter, e newsletter, e zine, electronic newsletter, email marketing, email newsletter, ezine, newsletter, newsletter design, newsletter outsource solution, nurturing relationships, opt-in email, writing newsletter | Permalink | Comments (0) | TrackBack

Superstitious Selling

Posted on June 07, 2006 by Kathryn Regina.

Yesterday was 6-6-06, a day when pregnant women everywhere crossed their fingers and prayed not to go into labor. It was also a golden marketing opportunity for moviemakers of “The Omen,” who capitalized on the nation’s superstition with their foreboding ad campaign. For those unfamiliar with the campaign, it employed simple black billboards that featured the text “6-6-06” in large white letters with the warning “Heed the Omen” underneath. Flyers with the same text could also be found strewn along the city streets.

The first time I came across a flyer, I assumed it was distributed by a neighborhood church. Then I noticed the billboards. I still thought it was the work of a church, but wondered what local church had enough money to post esoteric messages on billboards. That’s when a friend said, “Maybe it’s a movie.”

While not all mystery ad campaigns work (see Kat’s rant on “Follow the Finger”), this one has proved effective. The difference? “The Omen” campaign wasn’t just a teaser—it was a masquerade of superstitious and religious zeal. Is there a word for a marketing campaign that disguises itself as something other than marketing? If there’s not, there should be.

The Omen’s marketing campaign

tags: 6-6-06 | The Omen | superstition | marketing
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June 7, 2006 in company blog, company newsletter, e mail newsletter, e newsletter, e zine, electronic newsletter, email marketing, email marketing campaign, email marketing solution, ezine marketing | Permalink | Comments (0) | TrackBack

Remember: Part 3

Posted on May 24, 2006 by Kathryn Regina.

Like all great trilogies, my memory series must come to an end. I’m closing with a bang by directing you towards The Memory Exhibition. This website is sponsored by the Exploratorium Museum of Science, Art and Human Perception, located in San Francisco, CA. Although the physical exhibit is no longer at the museum, the web exhibition is a cyberspace delight accessible to all. Here are my recommendations:

 Sheep Brain Dissection (The Anatomy of Memory)
 Remembering Nagasaki
 Don’t Forget! Playing Games with Memory
 Lecture Series Webcasts

And for all you marketers and salespeople, be sure to read the article “Messing With Your Mind” to learn how guided questions can lead to desirable answers.

For more information on memory and what it could mean for your business, look for our upcoming newsletter featuring articles on the "business of memory."

The Memory Exhibition

tags: memory | The Memory Exhibition | marketing | sales
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May 24, 2006 in company blog, company newsletter, e mail newsletter, e newsletter, electronic newsletter, email marketing, mass email, newsletter, newsletter marketing | Permalink | Comments (0) | TrackBack

We are so cool.

Posted on May 16, 2006 by Kat.

It's been a banner week here at BeTuitive. We've just gotten word that we are finalists in both the Stevie Awards (Best Online Ad/Campaign category) and the ACE Awards (Digital Advertising -- E-mail Campaign category). We are all pretty excited. Many thanks also go to our client, Advanced Clinical Services, the company behind the nominated publication. Hooray for us!

tags: Stevie Awards | ACE Awards | online marketing | email marketing
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May 16, 2006 in customer retention, direct email marketing, e mail newsletter, e newsletter, electronic newsletter, email marketing, email marketing campaign, email marketing solution, newsletter, newsletter marketing, nurturing relationships, online newsletter, opt-in email | Permalink | Comments (0) | TrackBack

Have you seen it?

Posted on May 05, 2006 by Kathryn Regina.

The “it” in this case is the new esoteric Milky Way commercial featuring a miniature-sized woman and a despondent man. The storyline of the commercial runs something like this: A man goes on a date that ends badly. He goes to his car to sulk. Then he opens a Milky Way bar and a woman pops out of the wrapper and says, “Why so blue, panda bear? You are a buffet of manliness.” Then he laughs and eats the candy bar.

It sounds strange, but this commercial has an enraptured following. For example, last night I talked to a friend who normally eschews television, but gave the commercial rave reviews. She’s even adapted the phrase, “why so blue, panda bear?” After she told me about it, I went online and did a search. I found that blogs everywhere are lighting up with Milky Way debates. Not everyone loves the commercial, but everyone is definitely talking about it.

For marketers, having your client’s product on everyone’s mind is the ultimate goal. And taking risks is a big part of that. But how can you predict which risks will pay off? When BeTuitive’s client Advanced Clinical Services decided to create a newsletter, they wanted to stand out from an industry overpopulated with medical and scientific journals. Their answer? A journal focused on work and life balance. It’s gotten great results because ACS didn’t just take a risk—they considered their readership’s needs and values, and then took a leap.

So today, consider taking a leap of your own. Who knows, maybe you could be the next “it.”

To watch the commercial, click here

tags: Milky Way | Why so blue panda bear | marketing | taking risks
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May 5, 2006 in company blog, company newsletter, customer retention, e mail newsletter, e newsletter, electronic newsletter, email marketing, email marketing campaign, email newsletter, ezine marketing | Permalink | Comments (3) | TrackBack

In Review: The White Paper Marketing Handbook

Posted on April 26, 2006 by Kathryn Regina.

lRobert Bly’s The White Paper Marketing Handbook gives a comprehensive look at its subject’s history and current applications. The term white paper has always denoted valuable information. As a derivative of the white book, an official publication of a national government, white paper was a term used during World War II to describe high-level classified information. Now the precedence of using this term to signify highly-valued information has carried over into marketing.

So what is a white paper, exactly? Robert Bly gives this simple definition: “A white paper is a promotional piece in the guise of an informational article or report.” A white paper, then, serves the same purpose as a sales brochure or pamphlet, but “reads and looks like an article or other important piece of authoritative, objective information.”

The Secret to Their Success

Bly states that a white paper is an effective marketing tool for several reasons. First, it begins a relationship with an act of perceived generosity. When white papers are done well they give valuable information to the reader with very few or no strings attached, in order to grow a business relationship. Here at BeTuitive, Todd Smart calls this “making a deposit in the relationship bank account.” Just like an actual bank account, you have to make a deposit before you can make a withdrawal.

White papers also acknowledge the prospect as an intelligent, thoughtful person capable of making an informed decision. Advertisements that blindly trumpet a product’s virtues aren’t fooling anyone anymore. Today’s consumer demands that claims be supported by proof. A company white paper meets that demand while projecting an image of leadership and credibility.

A Solution-Based Marketing Plan

Before writing a white paper, a solid marketing plan should be established. Bly gives these tips:

1. Determine your target market. Bly recommends that you ask yourself, “What do my prospects believe, desire, and feel?” Or as an alternative, BeTuitive’s client Miller Heiman asks: “What are my prospects trying to fix, accomplish or avoid?”
2. Identify a problem. What is your prospect’s biggest challenge? Or as Bly puts it, what is keeping them up at night?
3. Identify a solution. How do your services present the best possible solution to your prospect’s challenges?
4. Content—narrow the focus. The best white papers have a narrow focus. A topic that is too broad in scope will result in vague, useless writing. You should be able to provide a comprehensive evaluation of the topic in ten pages or less.

In addition, a marketing plan should include a schedule, a budget, a list of objectives, and a means of measuring success.

Don’t Go It Alone

Some white papers never see the light of day because a stall in production leads to the death of the project. Building a strong white paper team is tantamount to the timely production and success of your white paper. Team members needed include a production manager, several subject matter experts, a professional writer, a copy editor, a proofreader and a designer.

What You Need to Succeed

While an effective white paper will vary according to industry, Bly gives some standards for white paper success:

1. A good title. Draw readers in with a title that is both creative and significant.
2. A clear story line. Careful attention should be given to the clarity and flow of a white paper, especially if a lot of people are lending their voice to the project.
3. Competitive positioning. It will do no good to pretend your competition does not exist. Acknowledge the competition’s advantages and show why your solution is a better fit.
4. Visuals that support content. Charts and diagrams that support your content can lend credibility to your white paper and increase reader comprehension.
5. Third-Party references. Demonstrate your objectivity by quoting other experts in your field.
6. Case studies. Support your claims with proof. Case studies are a credible way to demonstrate the viability of your solution.
7. Author’s biography. If the author is a subject matter expert, a biography will lend authority to the white paper.

How Does It Look?

Bly states that there are three important things to remember in regards to the design of a white paper. First, you should have a “bold, visually arresting cover that grabs their eye and gets their attention.” Next, design a clean layout. Use a readable font like Times New Roman or Garamond. Type size should range somewhere between a 10 and 12 point (or 40-45 characters per line). White space between lines should correspond to an increase in line length or type size. Use bold headers to “chunk” the content and grab the reader’s attention. Most importantly, the design should make the white paper look like valuable information, not marketing material. A design that is too slick or intentional will give away the white paper’s true nature. Keep the design subtle and organized.

In Review

If you’re looking for information on white papers, Robert Bly’s book is the place to turn to. Each chapter is thorough and concise. Whether you want to learn general information about white papers or are seeking advice about a particular step in the process, this book is a valuable resource.

And when in need of a professional, turn to BeTuitive. We create expert-level white papers that offer solution-based valuable content. And with BeTuitive you can be sure that each white paper is professionally written and designed. To learn more about BeTuitive’s white paper solutions call us at 312-832-1500 and ask for Sarah, or email her at Sarah.E@BeTuitive.com.

Visit Robert Bly's website

tags: white papers | marketing | edu-marketing | book review
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April 26, 2006 in bulk email marketing, company blog, company newsletter, direct email marketing, e newsletter, email marketing, email marketing campaign, email marketing solution, email newsletter, email service, email services, ezine marketing, mass email, newsletter, newsletter marketing, opt-in email | Permalink | Comments (0) | TrackBack

As If It Weren't Difficult Enough

Posted on February 08, 2006 by Sarah Eaton.

Let's face it. Putting together an e-newsletter is a hassle. There's a lot to think about: strategy, content, list management, design, construction, reporting, analysis, and on and on.

We all know the merits of the opt-in system: People expect and want the email from you; presumably, that means they'll recognize it when it hits their in-box. Then they'll open it, interact with it--and voila!--the newsletter has done its job.

So let's saying you're doing everything right, in terms of opt-in. And let's say most of your subscribers are receiving the email at their business address, but a significant portion of your subscribers are getting that email at their personal, Yahoo! or AOL, address.

Then let's say Yahoo! and AOL came up with the idea, in order to curtail the amount of illegitimate email reaching their users, to charge legitimate marketers for sending bulk messages to their users, adding yet another step (and more moolah) to an already complicated process.

You know me. I always try to look on the bright side. So here's the good in this: Well, probably people will get less spam (although it seems unlikely that spam will be Eliminated through this initiative), and then might have more time and attention and patience for your legitimate email.

Read the whole article here.

tags: Yahoo! | AOL | spam | legitimate email marketing
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February 8, 2006 in bulk email marketing, company newsletter, create a newsletter, creating company newsletter, creating newsletter, e mail newsletter, e newsletter, e zine, electronic newsletter, email marketing campaign, email marketing solution, email newsletter, mass email, newsletter outsource solution, online newsletter, opt-in email | Permalink | Comments (0) | TrackBack

Pants On Fire

Posted on January 11, 2006 by Sarah Eaton.

I know, I know, everybody else is already talking about this, and you're probably sick of it, but I just cannot stop myself from commenting.

James Frey, of A Million Little Pieces-authoring fame, has been accused of exaggerating many of the exploits that he details in his memoir. (See The Smoking Gun for a really long article about it.)

I haven't read it because two things prevent me from doing so: 1. I believe books about drug/alcohol-fueled stupidity tend to be boring. 2. I won't read an Oprah-book-club book. (That's just plain book-snobbery, I know. Go ahead and yell at me.)

The issue at hand for me is this (and I feel like it can be applied to all kinds of writing, including marketing writing, writing for your newsletter, blogging, etc.): When you say something is true, it had just better be true. That doesn't mean mostly true. It has to be completely true for it to be true.

A while ago, I read The Fabulist by Stephen Glass (the disgraced journalist who was fired for making up articles), and discovered afterward that many of the scenes in the book turned out to be scenes that actually occurred in his life. But this book was filed in the fiction section. Stephen Glass (or one of his advisers, perhaps) had learned his lesson.

But, here's the thing that makes me feel kinda ashamed: Now I want to read A Million Little Pieces. Books about someone else's drunken stumblings might be boring, but books about liars? Fascinating.

I wonder how many other people will feel the same way about this and rush to their nearest book store to see what all the fuss is about? And, I wonder if this stage in Frey's life will be fodder for memoir number three.

tags: James Frey | A Million Little Pieces | Stephen Glass | The Fabulist
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January 11, 2006 in bulk email marketing, company newsletter, create a newsletter, creating company newsletter, direct email marketing, e newsletter, electronic newsletter, email marketing campaign, email marketing solution, email newsletter, ezine marketing, newsletter, newsletter design, newsletter format, newsletter marketing, newsletter outsource solution, nurturing relationships, online newsletter, writing newsletter | Permalink | Comments (0) | TrackBack

Write Like a Pro

Posted on December 19, 2005 by Sarah Eaton.

I know, I know. I've been AWOL from my own dear blog for far too long. I could give you a litany of excuses, or I could just say I'm sorry. I choose the latter: My apologies, readers and friends.

But look! I have found an article by Julie Jordan Scott about how to write great articles for the Web, so it makes up for my extended absence! Yes?

It's worth a look-see, too. Example:

4. Allow your readers to hear YOUR voice shine
through in your article. People purchase authenticity,
not screeching, cookie cutter pitches.

Click on through to read more.

tags: Julie Jordan Scott | extended absences | heartfelt apologies | writing great articles
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December 19, 2005 in bulk email marketing, company blog, company newsletter, create a newsletter, e mail newsletter, e newsletter, email marketing campaign, email service, email services, ezine, ezine marketing, mass email, newsletter marketing, newsletter service, newsletter template, online newsletter, writing newsletter | Permalink | Comments (1) | TrackBack

If You're Gonna Do It, Do It Right

Posted on November 28, 2005 by Sarah Eaton.

Really, you want your email campaign to explode, but you want it to explode in a good way, right?

From ClickZ: Seven E-Mail Landmines. It's all sensible information that we need to remind ourselves of every now and again.

tags: ClickZ | email campaigns |
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November 28, 2005 in Opt-in Email Marketing, company blog, create a newsletter, customer retention, e mail newsletter, e newsletter, e zine, electronic newsletter, email marketing, email marketing campaign, email service, email services, ezine marketing, newsletter design, newsletter marketing, newsletter sample, newsletter service, newsletter template, nurturing relationships, online newsletter, writing newsletter | Permalink | Comments (0) | TrackBack

The Future Is Now, And 2006 Is Just Around The Corner

Posted on November 16, 2005 by Sarah Eaton.

Things that I love about November:

1. The abrupt change in weather

2. 2006 I-Can-See-The-Future lists

3. Thanksgiving

Okay, so the first in that list is a lie, and the third is obvious, but the second is true true true. Because lists, in and of themselves, are fun, but when they're lists about the Future? Even better. (I also like Best-Of-This-Year lists, and also Worst-Of-This-Year lists, but that's a story for December.)

So, without further ado, here's a list of predictions from Drew Neisser. What's to happen in 2006? Why, this:

Newest Job Title: Blog Monitor

Podcasting: Overhyped Again

And much more, so read on.

tags: Drew Neisser | Marketing in 2006 | prediction list
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November 16, 2005 in Opt-in Email Marketing, bulk email marketing, company newsletter, creating company newsletter, direct email marketing, e newsletter, electronic newsletter, email marketing, email marketing campaign, email newsletter, email tracking, ezine marketing, newsletter, newsletter design, newsletter format, newsletter marketing, newsletter outsource solution, newsletter service, nurturing relationships, opt-in email, writing newsletter | Permalink | Comments (0) | TrackBack

Aggregator Addiction and You

Posted on October 20, 2005 by Sarah Eaton.

Okay, I'll admit it: A more accurate headline for this post should be "Aggregator Addiction and Me."

Over the last week, I've been switching computers and the final thing to be instated on my machine today was NewsGator. When I hit the icon and the little folders started populating, I felt a little misty with relief.

It turns out that, in my world, blog reading is a great way to decompress and get my brain moving in a different direction. A tiny little break between working on larger projects. However, recently I heard from a friend that she disabled her news aggregator because it was too distracting and too tough to keep up with.

What do you think?

tags: news aggregator | NewsGator | technology addiction
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October 20, 2005 in Opt-in Email Marketing, company blog, company newsletter, creating company newsletter, creating newsletter, direct email marketing, e newsletter, e zine, email marketing, email marketing campaign, email services, ezine, mass email, newsletter design, newsletter marketing, newsletter service, newsletter template, nurturing relationships, writing newsletter | Permalink | Comments (0) | TrackBack

Of the Regular Folk, More People Understand Happy-Slapping

Posted on September 30, 2005 by Sarah Eaton.

Ask a man on the street what blogging is in London, and there's a 72 percent chance he'll reply, "Huh?"

But happy-slapping? Only a 44 percent chance for the "Huh?" reply there.

So while, yes, blogging is still important for many reasons, it's a concept that hasn't permeated all of culture. Yet.

tags: happy slapping | blog research | company blogs
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September 30, 2005 in Opt-in Email Marketing, company blog, create a newsletter, customer retention, e newsletter, email marketing, email marketing campaign, newsletter, newsletter format, newsletter marketing, opt-in email, writing newsletter | Permalink | Comments (0) | TrackBack

It's Monday, and I'm already off topic

Posted on September 26, 2005 by Sarah Eaton.

Most people wait till Friday to swerve off topic, but not me. Nosiree, I'll go off topic when I want, where I want. Yeah.

Anyway, I like words, and so I thought this was excellent (found via Boing Boing). Adam Jacot de Boinod put a collection together of words from around the world that it's unlikely you've heard before, and they're neat-o. How do you say skimming stones in Norweigan? Plimpplampplettere.

See some more here.

tags: word play | Boing Boing | Adam Jacot de Boinod
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September 26, 2005 in bulk email marketing, company blog, creating company newsletter, creating newsletter, customer retention, e newsletter, email marketing, email marketing campaign, newsletter outsource solution, newsletter sample, writing newsletter | Permalink | Comments (0) | TrackBack

Standby: Technological Difficulties

Posted on September 21, 2005 by Sarah Eaton.

Goodness me, but I'm dependent on my email for communication, even with people who are within earshot. Witness this exchange I had with a co-worker when we discovered that there's some testing happening that prohibits us from being able to reliably receive email messages at our regular accounts this morning:

"We can use our private accounts, our Yahoo! accounts and stuff to talk to each other."

"Yes...or we could just talk to each other with words that come from our mouths."

The funny thing is that, for the most part, we're using our private accounts rather than our mouths to talk to each other. Not because of anti-social tendencies, but because it's habit. It's easier. It doesn't disrupt the other person's flow.

p>tags: technical difficulties | internal communication
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September 21, 2005 in Opt-in Email Marketing, bulk email marketing, create a newsletter, creating company newsletter, customer retention, direct email marketing, e newsletter, electronic newsletter, email marketing campaign, newsletter outsource solution, newsletter service, writing newsletter | Permalink | Comments (0) | TrackBack

Book smart, street smart, Internet smart

Posted on September 20, 2005 by Sarah Eaton.

All of our little technological helpers--are they making us smarter or dumber?

My co-worker often jokes that she has no short-term memory; instead, she has her Outlook calendar. One could argue that, because she isn't spending all of her time thinking about what she has to do because the reminders tell her, she can spend her time more effectively, doing higher-level thinking.

Another example I can recall--really not too long ago in the grand scheme of things, before the Internet was all-pervasive in my places of business--has me saying things like: "Hey, I have a really good idea for this article, and I know something similar happened a while ago that I can lead in with, but...I can't remember when or what exactly." Now I ask the Internet.

So does that me smarter? It makes me more efficient, that's for darn sure.

Check out this CNET article, which debates both sides of the issue.

tags: Internet intelligence | CNET
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September 20, 2005 in Opt-in Email Marketing, bulk email marketing, company blog, company newsletter, creating company newsletter, customer retention, direct email marketing, e newsletter, electronic newsletter, email marketing campaign, email newsletter, email service, email services, email tracking, newsletter design, newsletter marketing, newsletter sample, newsletter service, nurturing relationships, online newsletter, writing newsletter | Permalink | Comments (1) | TrackBack

Google Desktop is awesome.

Posted on September 16, 2005 by Sarah Eaton.

I downloaded it (Google Desktop) over night and have had the occasion to use it three times this morning already. Holy time-saver.

I recommended it to my co-workers today, and here is what Kevin the Intern had to say:

yes, you're right. this thing kicks a**.

So there you have it.

tags: Google | Google Desktop | Kevin the Intern
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September 16, 2005 in Opt-in Email Marketing, bulk email marketing, company blog, company newsletter, create a newsletter, creating company newsletter, direct email marketing, e newsletter, electronic newsletter, email marketing, email marketing campaign, newsletter design, newsletter marketing, newsletter outsource solution, newsletter service, writing newsletter | Permalink | Comments (1) | TrackBack

Google+Blogs=Google Blog Search

Posted on September 14, 2005 by Sarah Eaton.

So what do you think? When Google Blog Search goes live, will it have a significant impact on blog traffic and popularity? Is the thing that's holding blogs back from the common people the lack of Google searchability?

Maybe...

tags: Google Blog Search
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September 14, 2005 in bulk email marketing, company newsletter, creating company newsletter, customer retention, direct email marketing, e newsletter, electronic newsletter, email marketing campaign, email marketing solution, email newsletter, ezine marketing, newsletter design, newsletter format, newsletter marketing, newsletter outsource solution, nurturing relationships, writing newsletter | Permalink | Comments (1) | TrackBack

Hire Good People in One-Third the Time

Posted on September 09, 2005 by Sarah Eaton.

Below you will find the opening of Todd's rant from August's BeTuitive newsletter. (Like what you see? Sign up for it! It's totally free. Hey! I made a little poem.)

QUALIFICATIONS

I am a professional self-starter with excellent organizational and problem-solving skills. I learn quickly and am a dedicated worker, with outstanding communication and interpersonal skills. I possess the ability to balance and prioritize multiple projects in a fast-paced environment.

Yes, yes. That's what they all say. And I almost mean that literally. Everyone has read the same resume books and created pretty much the same document.

How do you get the information you really need to know in order to hire a qualified applicant without wading through the same litany of qualifications over and over and over again?

Here, you can read the rest of the rant.

Any ideas of your own? Leave 'em in comments.

tags: Todd Smart | company newsletter | BeTuitive
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September 9, 2005 in Opt-in Email Marketing, company blog, company newsletter, create a newsletter, creating company newsletter, customer retention, direct email marketing, e mail newsletter, e newsletter, email marketing campaign, email marketing solution, email newsletter, email service, email services, email tracking, ezine, ezine marketing, newsletter outsource solution, newsletter sample, newsletter service, newsletter template, nurturing relationships, writing newsletter | Permalink | Comments (0) | TrackBack

Multiple Brains For the Price of One

Posted on August 25, 2005 by Sarah Eaton.

I just love talking about brains; as a result, sometimes I wonder how many hits my blog gets from people who are looking for zombie sites. When really it's all about the e-newsletter: newsletter design, newsletter content--how to create a really great newsletter, when you come right down to it.

And the number five reason why it's a good idea to outsource your newsletter? It combines elements of some of our previous ideas (as seen below). You get a designer, an editor, a writer, a list manager, a strategy team. You get all of those things, for the price of hiring one person to work on your newsletter for you in house. That's right: a whole bunch of brains for the price of one.

5. Multiple brains for the price of one.
4. Design that pops and complements the custom content.
3. Professional writing and editing services at your disposal.
2. You're working with experts; you can let go of the worry.
1. Because you're so flippin' busy.

August 25, 2005 in company blog, company newsletter, create a newsletter, creating company newsletter, creating newsletter, customer retention, e newsletter, electronic newsletter, email marketing campaign, email marketing solution, ezine marketing, newsletter design, newsletter format, newsletter marketing, newsletter outsource solution, nurturing relationships, writing newsletter | Permalink | Comments (0) | TrackBack

What Does Fireworks + Iowa + eMarketing Equal?

Posted on July 01, 2005 by Sarah Eaton.

My holiday weekend, of course!

I'm going to Iowa to visit some friends, where there will inevitably be fireworks, and, in my spare time, I'm totally going to do the thing that I promised you last week that I would do this week: Begin a series on e-newsletters and outsourcing, so, starting on Tuesday, there'll be loads of great new information for you to soak up, bask in, whatever.

First reason to outsource your newsletter, just to whet your appetite for knowledge (opinion): Because You're So Flippin' Busy.

July 1, 2005 in company blog, company newsletter, create a newsletter, creating company newsletter, customer retention, e mail newsletter, e newsletter, email marketing campaign, ezine marketing, newsletter design, newsletter format, newsletter marketing, newsletter outsource solution, nurturing relationships, writing newsletter | Permalink | Comments (1) | TrackBack

Something to Look Forward to

Posted on April 07, 2005 by Sarah Eaton.

I mentioned my excitement about BeTuitive's new book club before. Occasionally, I'll be posting a review on behalf of one of my co-workers.

This afternoon I'll be posting Susan Fisher's review of that amusingly snarky and informative bestseller, "Eats, Shoots & Leaves."

April 7, 2005 in company blog, company newsletter, create a newsletter, creating company newsletter, creating newsletter, e mail newsletter, e newsletter, electronic newsletter | Permalink | Comments (0)

Too Much Information

Posted on March 23, 2005 by Sarah Eaton.

Susan was a busy bee last month when it came to cranking out quality articles for our newsletter (sign up here.)

I talk about dealing with info overload every once in a while (like here, and here, and here), but Susan's article really brings it all together and offers five action steps for overcoming info overload and taking charge of your electronic communications.

Here's a taste:

Evaluate your effort and react accordingly. Ask the hard question: is anybody really interested in reading this? Be honest. Track the results. Tailor your messages in reaction to those reactions. Test and re-test how you send your messages.

Read it all here.

March 23, 2005 in company blog, company newsletter, create a newsletter, creating company newsletter, creating newsletter, customer retention, e newsletter, electronic newsletter, email marketing campaign, email marketing solution, email newsletter, newsletter design, newsletter format, newsletter marketing, newsletter outsource solution, newsletter sample, newsletter service, writing newsletter | Permalink | Comments (0)

Unplug to Connect

Posted on March 14, 2005 by Sarah Eaton.

It's pretty common knowledge that getting away from it all can help to rejuvenate your spirit, essentially creating a Brand New You who's ready to jump back in to work pursuits with unrestrained vigor.

While we may all know that, there are those of us who, even while lazing on a white sand beach, are still thinking about those email messages piling up, one after another, relentlessly, just waiting for us to return. And we're just not. able. to. relax.

Unscrunch your shoulders, and read Todd Smart's ideas for taking control of information overload, like:

Scaling back on multitasking
Separating business & personal communications
Turning off technology that causes distractions

Read the rest of his suggestions here. Apply them to your own life, and you'll feel like you're lazing on a beach every day, even when you're at the office. Well, not really. But close.

March 14, 2005 in company newsletter, create a newsletter, creating newsletter, customer retention, e newsletter, electronic newsletter, email marketing campaign, email marketing solution, email tracking, ezine marketing, newsletter marketing, newsletter sample | Permalink | Comments (0)

Make Better Decisions

Posted on March 03, 2005 by Sarah Eaton.

What were you thinking?

How could you possibly have thought it was a good idea to tattoo the word "Mom" with a heart around it on the side of your neck?

And what about that colossally stupid marketing campaign you came up with last month that flopped beyond flopping and that has your boss looking at you with narrowed eyes?

According to this Marketing Profs article (and elucidating further the theory behind Gladwell's "Blink," reviewed in yesterday's post), you probably fell victim to your somatic markers:

The human mind has dealt with its information overload problems by allowing for the creation of mental shortcuts for decision making that require no explicit logic. This cognitive trick works by handling a countless number of decisions in our lives using hardwired responses and learned emotional cues, called somatic markers, while reserving the mind's more labor-intensive logical faculties for involved problem solving.

These somatic markers act like crib sheets for decisions in order to keep our minds free to do other things.

This solution is a mixed blessing. Although they are very effective, somatic markers are very prone to decision errors, especially when we are under stress or when our logical facilities become taxed.

They rely on a coarse matching of stimuli to response, which can readily misinterpret stimuli resulting in improper responses to a situation. It is in these moments that trouble can result and we can begin to make some very stupid decisions despite all our better judgment.

Emotion, apparently, affects even the most hardened marketing big-shots. What's the solution? To me it seems almost too simple: Relax. Breathe. There. Better?

Or is that too easy?

March 3, 2005 in company newsletter, create a newsletter, creating newsletter, e newsletter, e zine, email services, email tracking, ezine, ezine marketing, newsletter marketing, newsletter sample, nurturing relationships, online newsletter | Permalink | Comments (1)

Cut through the Clutter, Slice through the Saturation

Posted on February 23, 2005 by Sarah Eaton.

Skip's post on marketing for seminar attendance is excellent, thinking back to our recent webinar with the always stellar Brian Carroll. (Hmmm. That sounds a tad conceited. But really I'm just complimenting our great taste in speakers and thinkers.)

The most sage phrase in my opinion:

...we need to be smart and use the power of repetition to cut through the clutter in the overloaded, saturated environment in which we live.

Here's what we did:

We put out the invite in our e-newsletter, then Peter and I posted invites on our blogs, and then our fearless leader Todd sent out personal e-invitations. We had a full house for the event, but it took persistence and planning.

I'm not saying we did it exactly the right way and that we won't vary our methods in the future--there's nothing we love more at BeTuitive than testing and re-testing to find methodology perfection--but cutting through the clutter is key.

And, I'm not so blind that I don't realize I'm advocating cutting through the clutter by adding to it. But we really can't call genuine efforts to add value to our contacts' lives "clutter," can we? What do you think?

February 23, 2005 in company newsletter, create a newsletter, creating newsletter, e mail newsletter, e newsletter, email marketing campaign, email marketing solution, newsletter marketing, newsletter sample, newsletter service, newsletter template, nurturing relationships | Permalink | Comments (0)

This Just In: Business Relationships are Relationships, too

Posted on January 18, 2005 by Sarah Eaton.

Something practical from Chris Baggott:

Relationships happen between people..end of story. Most organizations invest a ton in their human capital. The people who face your customers: Owners, Salespeople, managers, Customer Service….and then these relationship owners are ignored when it comes to marketing. The fastest way to build a relationship between your prospects/customers and your company is to engage them with a human being.

January 18, 2005 in creating newsletter, customer retention, direct email marketing, e newsletter, e zine, electronic newsletter, email marketing, email marketing campaign, email marketing solution, nurturing relationships | Permalink | Comments (0)

Brass Tacks, Nuts & Bolts

Posted on December 09, 2004 by Sarah Eaton.

Even the smartest of smarty-pants marketers needs a refresher course every now and again.

So here's a concise list of mostly dos and a few don'ts for producing your e-newsletter, courtesy of Buzz!Words.

December 9, 2004 in company newsletter, create a newsletter, creating newsletter, e mail newsletter, e newsletter, electronic newsletter, ezine, newsletter, newsletter design, newsletter format, newsletter marketing | Permalink | Comments (1)

And Make It Snappy

Posted on November 23, 2004 by Sarah Eaton.

You know what to write about, you know who you want to send it to--the next step is making it actually effective.

Here's a ClickZ article on pumping up your e-marketing copy to make it say what you really want it to say and make it do what you really want it to do:

Great copy is part art, part science. You don't start writing by writing; you start by reading, brainstorming, researching, and getting into your topic area. Even once there's a first draft, it can often be improved by sleeping on it and returning to it the next morning. This isn't just my experience; many great copywriters I've worked with say the same.

Even though this article applies more directly to the art (and science) of writing copy for ads (taglines, product descriptions, etc.), her ideas also do translate to writing full-length articles for e-newsletters, in the sense that the writer needs to keep the reader in mind and focus on achieving an end result through content and style.

November 23, 2004 in company newsletter, create a newsletter, e mail newsletter, e newsletter, email newsletter, ezine, newsletter, newsletter design, newsletter sample, online newsletter | Permalink | Comments (0)

Click-through Research: the Answer to All Your Needs?

Posted on November 22, 2004 by Sarah Eaton.

Content matters. Sure, there are curious folks out there willing to skim all kinds of articles just to boost their frame of reference and wow fellow cocktail-party attendees with witty repartee. But...chances are, if you're in a niche industry, only certain people care, and they only care about certain things.

How do you find out what they care about? Use those click-throughs, people.

Tracking click-throughs does more than generate sales leads. E-newsletters are as much about building relationships (a slower process) as they are about the immediate gratification of a sale (which has a lot better chance of occurring if you've built your relationship).

If you use your click-through reporting to find out what it is your clients and prospects want to read, the content ideas will reveal themselves, like woodland creatures shyly stepping out from behind the tree line and nudging at your hands for a lump of sugar.

I'm not saying you won't still need to brainstorm and comb the web to come up with relevant content. But once you know what your readers want, you'll know what direction to take.

And the beauty of it is that the click-throughs will let you know when your readers' interest in one topic is waining and waxing in another. You'll always know what and how to provide.

November 22, 2004 in company newsletter, creating newsletter, e newsletter, email marketing solution, email newsletter, online newsletter | Permalink | Comments (0)

Smart Man Profiled

Posted on November 18, 2004 by Sarah Eaton.

My colleague in BeBlogging, Peter Davidson, is the interview subject of today's Lip-Sticking post.

November 18, 2004 in e newsletter | Permalink | Comments (0)

Establish Trust

Posted on November 03, 2004 by Sarah Eaton.

There are lots of people who are a lot smarter than me in the world. And meaner. Witness this article in Reuters.

We've got all those smart, mean people out there who are sending fraudulent messages to the very people who are receiving your email newsletter.

Picture this: a prospect opens her email after coming back from lunch, and she has twenty new messages. Seventeen of those are obviously spam (Get your auto-loan approved in five seconds!!!!), one is a message from her sister in Toledo (I think I'm in love), one is a message from her boss (This needs your immediate attention), and one is your e-newsletter. You have a second or so to get yourself lumped into her email-that-matters-from-someone-I-trust category. How do you do it?

You see where I'm driving: the subject line. You want something that grabs attention but doesn't even remotely resemble spam. You want to say something in five words or less that tells your readers that they will gain important knowledge from opening up your message. You want the subject line to actually reflect what is in your newsletter.

If you deliver on the promise in your subject line, you go a long way toward building trust with your readers.

November 3, 2004 in e newsletter, electronic newsletter, newsletter, opt-in email | Permalink | Comments (0)