How would I know? I’m a complete Twitterookie. (Twookie?)

Seriously, lots of smart people are extremely enthusiastic about its ability to find, attract and influence prospective customers. Today John Jantsch of Duct Tape Marketing offers a guide to Mining Leads on Twitter, focusing on utilizing Twitter’s advanced search tools.

“Advanced search is where the real data mining comes to life. It allows you to filter everything that’s being said for your keyword phases in your town, for example. Think that might be useful?”

It will be the hottest marketing promotion of the summer — until it runs out of gas. Companies of all kinds are giving away tankfuls of free gas as long as you buy something: a new car, hotel room, even Calloway golf clubs. With $4 a gallon fuel prices and $50-75 fill-ups becoming part of our auto-oriented lifestyle, gasoline giveaways are a real attention-getting promotional idea.

Expect to see it a lot of them this summer, before they fade away by Labor Day, says a marketing professor at at Carnegie Mellon University’s Tepper School of Business.

But why bother with gas cards at all? Why not just take $50 off the product price, or give customers the cash as a rebate instead? After all, money is money, right? Shouldn’t consumers be just as excited about a $50 discount as a $50 gas card?

Aha, that’s where the psychology of marketing comes in! Any copywriter worth his thesaurus knows that buying decisions are primarily driven by emotion, not logic, no matter how we try to convince ourselves otherwise. Suzanne Shu, a marketing professor at the UCLA Anderson School of Management, says:

“The more (a) purchase feels discretionary, like staying at a luxury hotel, the more the gas cards have impact because people can use them to justify something they might not do otherwise.”

So if you’re thinking of going down the “free gas” road for your next promotion, just remember those roads are going to get pretty congested. Link

photo credit: pixelnaiad

Lawyers are the latest professionals to use their written work as marketing tools to attract clients.

JD Supra is a Web site that gives consumers legal information while helping lawyers raise their profile. The site hosts its members’ articles, court papers, legal briefs and other tidbits of their craft. Along with each document is a profile of the lawyer who wrote it. Thus, if you have a legal problem and want to do some online research, you’ll presumably find not only the information you want — but a lawyer who can help.

Says the New York Times:

Contributing lawyers get publicity and credit for the socially useful act of adding to a public database, and visitors get free information, said Aviva Cuyler, a former litigator in Marshall, Calif., who founded the business. “People will still need attorneys,” Ms. Cuyler said. “We are not encouraging people to do it themselves, but to find the right people to help them.”

It also levels the playing field in a competitive field. “The site puts solo practitioners like me on an equal footing with huge law firms, providing exposure that would otherwise be nearly impossible to get,” said Mitchell J. Matorin, a lawyer in Needham, MA, who launched his own practice last summer.