BeTuitive Publishing


BeTuitive Newsletter

Digging for Treasure

Posted on September 25, 2007 by Sarah Eaton.

This week, we review the summary of Treasure Hunt: Inside the Mind of the New Consumer by Michael J. Silverstein with John Butman:

Kathryn Regina

The message of this summary—that consumers are now shopping at both low and high end retailers—is nothing new, but it is littered with entertaining examples. The Nelson family, for example, and their decision to buy five televisions for Christmas—one $2,000 TV and four $59 dollar TVs. I also like Jim and Anne Freedman, whose direct mail company went out of business after the anthrax scare from 9/11. Though the concepts are simple and certainly not groundbreaking, the summary manages the narrative arc well.

Jeff Sanchez

Treasure Hunt describes consumers today having a bi-polar approach when it comes to spending. This is obvious with the success of Target, Wal-Mart and similar discount stores--while on the other end we will pay $4.50 every day for a cup of coffee. Although the summary gave a good overview of spending today, they did not really tap into the psychology that influences our spending. Why would a person making $25,000 drive a BMW? It’s about making ourselves feel ‘worth’ something in the process. There are many more factors that persuade our spending.

Kevin Grant

I thought Treasure Hunt was a great piece on critiquing the motivation of the middle class spender--spending-up (picking items of unique value that command a premium price) or spending-down (finding the lowest priced items that fulfill the need).  It was interesting to read how only the middle class flirt with both types and find a harmonious mix to satisfy their needs.  There were ample examples of individuals that identified their spending practices and the notable businesses that grew exponentially from identifying this consumer trend.  The people and businesses that remain in the middle with stubborn spending habits and unwavering business models face the consequence of being left behind.

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PROBLEM: So many great business books. So little time. SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

September 25, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, newsletter solutions, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (0) | TrackBack

Critiquing the Hand that Awards Us

Posted on August 03, 2007 by Sarah Eaton.

Apex07_2

Recently, we won some APEX awards: one for Best Newsletter Writing for The Sales Performance Journal (Miller Heiman), one for Best Magazine & Journal Design & Layout for The Sales Performance Journal Digest (Miller Heiman), and one for Best Web & Electronic Newsletter for Upside (SALO).

We like what they do, so we decided to take a look at their publication, Writing That Works, much the way we do on a weekly basis for Executive Book Summaries.  Here's our take on their print newsletter:


Kevin Grant

The first article was great on how to effectively direct web site visitors.  I liked how they addressed the idea of cutting through excess and getting to the main idea – being careful of using obscure document titles, avoiding jargon and titling links appropriately.  The article on conquering writers block, boredom, and burnout, however, didn't connect with me as well, even though there were some useful suggestions about what to do in the office.

Kathryn Regina

The most valuable article in this issue is (fittingly) the lead article—“Writing links that motivate and help speed visitors to their desired destinations.” The article describes a company website as a conversation “started by a busy visitor.” You’ll want that conversation to be clear and easy to follow for the reader. Make sure the link matches “what’s in visitors heads when they come to your site.” Also, use keywords and leave a “clear scent” that visitors can follow. A visitor won’t mind clicking 4 or 5 times if they feel confident that they know where they’re going.

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August 3, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, newsletter solutions, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (0) | TrackBack

A small post about big clients: Bag the Elephant

Posted on June 29, 2007 by Sarah Eaton.

Every small company wants that one big customer that will propel business forward and help it grow.  "Bag the Elephant!" by Steve Kaplan professes to have the formula for landing big accounts.  We take a look at the Executive Book Summary this week:

Jeff Sanchez

Kaplan’s Bag the Elephant! is an informative how-to for a company to snag the large, money-machine client. The summary is draped with lists and bullet points to go through in the sales process of obtaining and handling the ‘Elephant.’

Some include the “Six Keys to Thinking Like an Elephant” such as “priority one” (making the client feel like the center of your world) and “partners” (the relationship is a two-way street: you both need each other). Other lists include ‘What to Know About Elephants’ and ‘Knocking on Doors’ (how to actually land the client).

The summary is easily skimmable and insightful…but where are the real-life examples and case studies? There was one tax company example in the beginning and that was about it. We all like something that resonates with us and creates a surge of inspiration. All of the lists can be a bit monotonous.

Kathryn Regina

I’m not sure if the original book or the summary is to blame, but the ideas in this summary are oversimplified and the writing is clumsy. Take the phrase “elephants…are equipped with long memories” for example. Is “equipped” really the right word?

Maybe most people don’t read business books for the language, but the concepts are just as lacking. The author posits that two principles for keeping your Elephant are “if you blow it, it’s over,” and “lavish plenty of attention on your Elephant.”

But what if you do make a mistake? And how can you give all of your attention to your Elephant while still maintaining good relationships with your smaller clients? The real challenges of a small business working to win big customers are not addressed in this summary.

Emily DeMarco

This week’s summary is about how small companies can land a big client.  For a lowly college student like myself, more sports-savvy than business guru, I tend to have sympathy for the underdog. After reading the “Bag the Elephant!” summary, I began to root for the small company in the same way I rooted for George Mason all the way to the Final Four.

The summary offers great insight to break down the defensive line of the “big guys.”  Ideas like “The Elephant Really Does Need You” (a.k.a. powerhouse football teams need a few little guys on their undefeated schedules) or “Know the Company’s Lingo and Quirks” (a.k.a. memorize their playbook) will really get you into the fight.

To be a champion, it’s all about playing the game and knowing the opponents weaknesses.  Once you’ve found your aerial attack, throw the ball every play. 

Vanessa Day

For small businesses, it is important to land the big jobs. “Bag the Elephant,” introduces ideas that help the little guys find the “elephants” that fit their network, build strong relationships, and ultimately better their company.

The most important point made is that in order to bring in the big companies, you have to start thinking like one. There are six steps you should take to start thinking like an elephant, including making your customers feel special, being flexible with extra work, and making work fun. The latter is key because not only is having fun good for the people in the business, but also it makes your company pleasant for others to work with.  I found that these were the most helpful tips for small, up-and-coming businesses trying to “bag” the big clients.

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PROBLEM: So many great business books. So little time.  SOLUTION: Read Less. Learn More. Subscribe to Soundview Executive Book Summaries!

June 29, 2007 in Brand enhancement, Building Customer Intuition, Corporate newsletter, Educating Clients, email tracking, Freelance newsletter, how to publish and promote online, how to write a newsletter, Interactive Marketing, Newsletter complete outsourcing, newsletter layout, Newsletter ROI, newsletter solutions, outsource magazine, prospect newsletter, sample newsletter, self publish, Thought leadership newsletter, writing magazine | Permalink | Comments (0) | TrackBack

Personalized Greetings

Posted on May 22, 2007 by Kathryn Regina.

When it comes to email, does "Dear Bob" personalization really work?

The short answer: It's a start, but customization is more than just a personalized greeting.

Read the whole article.

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May 22, 2007 in Newsletter content, newsletter creation, Newsletter Marketing, newsletter publishing, Newsletter ROI, Newsletter solution, newsletter solutions, nurturing relationships, online marketing, online newsletter, online publishing, publications management, publish, publish company, publish online, publish writing, publishing solution, Strategic Internet Marketing, web publish, Weblogs, Writing a Newsletter, writing magazine, writing newsletter | Permalink | Comments (0) | TrackBack

Measuring ROI, What a Pain

Posted on April 04, 2007 by Kevin G.

It seems like it gets harder and harder to measure ROI with marketing campaigns.  John Federman explains the pains and potential with measuring ROI.  It may be easier than you think, just think beyond convention and more customer-centric.

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April 4, 2007 in Blogging Tools, build credibility, Building B2B Relationships, bulk email marketing, Business Marketing, Business publications, Company publication, E-Marketing, e-newsletter, Email Marketing, email marketing campaign, email tracking, How to do a Newsletter, marketing solutions, Newsletter Marketing, Newsletter ROI, newsletter solutions, online marketing, Strategic Internet Marketing, Weblogs | Permalink | Comments (0) | TrackBack