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Number
100: May 11, 2005
If you think your friends and colleagues would enjoy this newsletter
feel free to forward it to them.
This week in Katydid:
When
to Say When
With any marketing program or vehicle, the program manager has to
closely monitor results and regularly perform the cost-benefit analysis
to determine whether a particular item is performing as it should. It's
more difficult to analyze the intangible benefits, but I suppose you
balance those against the intangible costs such as creativity, energy,
and focus.
One technique, flighting,
is designed to give the recipient a respite from messaging. It also
gives the marketer time to develop new ideas. As with crop
rotation in agriculture, this fallow phase gives the soil a chance
to recover nutrients and support new life.
All this is to say that it's time that the Weekly Katydid took
a hiatus. This is the 100th issue of our marketing newsletter. If we
were a television show, we
could syndicate at 100 episodes; our re-runs will remain on site for
you to review
whenever you want, just like TiVo.
For more than two years now, the Weekly Katydid has gone out
all over the world. It has a loyal and stable subscriber base and grows
solely by word of mouth. I've truly appreciated the support, feedback,
suggestions, and kind words.
A newsletter is more introspective than a blog. I tend to filter and
balance ideas more when I know I can't correct myself immediately. The
format gave me a chance to explore marketing deeply at all levels and
teach myself many things.
Some have said that it is difficult to produce and maintain a weekly
newsletter. I've proven otherwise to myself. I was able to produce new
content each week because I chose to focus the newsletter on whatever
held my interest that week. That way, the research was part of my normal
work life and interests. The writing was often my way of working through
ideas, so I could produce the newsletter in just a few spare hours each
week. It was fun for me and I hope interesting for you.
At an average of 1,200 words each week, I have written in these 100
issues the equivalent of two novels. It gives me pause because I have
many interests that I'd like to explore and a number of ideas that I'd
like to give more focus. If you'd like me to
, please let me know.
I will not keep this subscriber list. I believe you signed up for a
weekly newsletter and nothing else. I don't even use this list to market
my own business directly. After this week, you won't receive another
communication unless you
.
I hope to see you around. I have truly enjoyed your company so far!
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Thanks for Reading
This e-mail newsletter archive spreads mainly by word of
mouth. Please send it on to your colleagues. Also, you can
read other back issues.
Kind regards,
Kevin Troy Darling
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