To view this issue on the Web, use this link: http://www.marketingprofs.com/webnews/7/news10-23-07_0.asp ============================================================== MARKETINGPROFS - TODAY ============================================================== October 23, 2007 Volume 6, No. 43 ============================================================== made possible by: VOCUS Extend the reach of your marketing with PRWeb! FREE registration and a few simple steps, and your marketing team can deliver their messages to the media and consumers! Create an online buzz now! http://www.prweb.com/destination.php?awsrc=prwebmarketingprofsad_fp =============================================================== THIS ISSUE'S ARTICLES: 1 - How to Influence Marketing Decisions When Your Boss or Client Is Dead Wrong 2 - MarketingProfs Videos: What Is Digg? 3 - How Nike Women's Marathon Wins the Gold in Marketing to Women 4 - The Experts' Guide to Becoming a Recognized Expert: Get Great Speaking Gigs to Build Your Reputation 5 - A 10-Step Program for Search Engine Fitness 6 - What Is Advertising's Most Important Word? 7 - MP 'Classic Truths': If You Don't Measure, You Can't Manage: The Best Metrics for Managing Marketing Performance + Advertising Info. for MarketingProfs + Top articles from our last newsletter - in case you missed it A NOTE TO READERS: News from MP Headquarters Lots going on this week at the International Headquarters of MarketingProfs, including… 1. The MarketingProfs video channel was the 77th “most subscribed” channel last week on YouTube in the “Guru” section. Sure, it’s a small – ok, tiny – honor. But given that the channel is only a few weeks old, it’s nonetheless a thrill. Thanks to all of you, and a special thanks to Matt Dickman, who is producing the fabulous video shorts for us. 2. Big changes afoot in the look and feel of this newsletter. The design of the MarketingProfs flagship newsletter hasn’t changed in more than 5 years – so we think its high-time, don’t you? Look for a sexier, more streamlined look next week. 3. Speaking of newsletters, next week we’ll also introduce a second in the Get to the Point series of “60-second” marketing reads. We already publish Get to the Point: Small Business. Next week, we’ll introduce Get to the Point: Marketing Inspiration. Curious? Sign up here to get the first issue. That’s it, folks, 'til next week! (But isn’t that plenty?) Thanks for stopping by, Ann Handley ann@marketingprofs.com Chief Content Officer MarketingProfs PS: Oh, one more thing. Isn't there always?) If you ever thought about and participating in all those lovely online seminars every week, now's the time. I hear the price is going up in a few short weeks. ============================================================== made possible by: VTRENZ Want to Show How Marketing Makes Money? Marketing must be able to track and measure their impact on sales to optimize marketing efficiency and boost revenues. Learn how to prove ROI with this 5-step plan from Vtrenz. Download your free copy today! http://gw.vtrenz.net/?L2CWBPDTFR=clicksrc:FY07ROIWP-MktingProfs-Oct ================================================================ 1 - HOW TO INFLUENCE MARKETING DECISIONS WHEN YOUR BOSS OR CLIENT IS DEAD WRONG When your boss or client has the final say, and the decision doesn't make good marketing sense, what do you do? This dilemma is not uncommon. Many senior managers have little marketing knowledge, yet the buck does stop with them. Here's an approach to help you "convince" your boss or client that you have a solid point. Get the full story. Please note: This article is available to paid subscribers only. Get more information or sign up here. http://www.marketingprofs.com/7/influence-marketing-decisions-when-boss-client-is-dead-wrong-fogel.asp **************************************************************** 2 - MARKETINGPROFS VIDEOS: WHAT IS DIGG? What is Digg? And how does it work? This pair of videos about social-network site Digg.com is a look at the site from the inside-out... with the goal of educating marketers on this social network. These two short videos, part of a series of videos for MarketingProfs to simplify common technobabble into a framework that marketers can understand and act on, are geared to give you a visual overview. Here, you'll learn why you should (or shouldn't) care about Digg. Get the full story. http://www.marketingprofs.com/7/marketingprofs-video-what-is-digg-dickman.asp **************************************************************** 3 - HOW NIKE WOMEN'S MARATHON WINS THE GOLD IN MARKETING TO WOMEN This past weekend, Nike hosted its 4th annual Women's Marathon in San Francisco... and, friends, this is no ordinary marathon. Yes, it's still 26.2 miles of courage and pain, but this course is also full of female-friendly delights and surprises. Specifically designed with women in mind, the Nike Women's Marathon motivates women to bring their body, mind, spirit, and camaraderie to run their best race. Let's take a look at the core marketing-to-women strategies that Nike is using to elevate the impact of this event. Get the full story. http://www.marketingprofs.com/7/winning-gold-nike-marathon-marketing-to-women-barletta.asp ============================================================== made possible by: TEXT ADS ================================================================ 4 - THE EXPERTS' GUIDE TO BECOMING A RECOGNIZED EXPERT: GET GREAT SPEAKING GIGS TO BUILD YOUR REPUTATION Your reputation can be greatly enhanced and reinforced by speaking at industry events. This article provides a checklist to help you win valuable speaking gigs. Invest some time in getting on the stage, and it will pay off many times over in helping you build your business. Follow the tips and tricks herein to maximize the benefits. Get the full story. http://www.marketingprofs.com/7/expert-guide-to-becoming-recognized-expert-speaking-gigs-galliford.asp **************************************************************** 5 - A 10-STEP PROGRAM FOR SEARCH ENGINE FITNESS There's no silver bullet for search engine optimization. You need to do the right things over and over, over extended periods of time. Key among these are generating relevant content, gaining inbound links, and designing and coding for search friendliness. Perform these 10 exercises to start your program of search engine fitness. Get the full story. Maybe you're looking for some professional help on SEO? Check out this handbook. Shopper's Handbook on Search Engine Marketing Firms Try Premium membership and get instant access to Shopper's Handbook on Search Engine Marketing Firms. Sign up today. http://www.marketingprofs.com/7/10-step-program-search-engine-fitness-geschickter.asp **************************************************************** 6 - WHAT IS ADVERTISING'S MOST IMPORTANT WORD? What is advertising's most important word? The simple, innocuous word "like": a nondescript word that carries with it all the conceptualization power you need to create a business identity, to form a brand personality, and to position your product or service in the mind of your audience. Get the full story. http://www.marketingprofs.com/7/advertising-most-important-word-bader.asp ============================================================== made possible by: PANEL MEMBERSHIP Make Your Opinion Count Become a MarketingProfs Benchmarker. Participate in periodic Marketing Surveys. Give us article ideas. Earn our eternal gratitude. Join MarketingProfs Benchmarkers http://www.marketingprofs.com/panel/entry.asp?pnl=1 ================================================================ 7 - MP 'CLASSIC TRUTHS': IF YOU DON'T MEASURE, YOU CAN'T MANAGE: THE BEST METRICS FOR MANAGING MARKETING PERFORMANCE Without metrics to track performance, marketing and business plans are ineffective. For marketers, three primary metrics stand out as a starting point for tracking their performance. Once companies are aware of their competitive position, their desired outcomes, and what it will take to achieve those outcomes, companies will be better able to identify the success factors, benchmarks, and appropriate metrics to meet their target. Get the full story. Need a primer on Marketing Metrics? Check out this template now. Marketing Metrics How-To Guide Try Premium membership and get instant access to Marketing Metrics How-To Guide. Sign up today. http://www.marketingprofs.com/7/classic-truths-if-you-dont-measure-you-cant-manage-patterson.asp **************************************************************** TOP ARTICLES FROM OUR LAST NEWSLETTER THE SEVEN DIRTY WORDS YOU CAN'T SAY IN EMAIL SUBJECT LINES (PLUS 100 OTHERS YOU SHOULDN'T USE, EITHER) http://www.marketingprofs.com/7/seven-dirty-words-email-subject-lines-ayan.asp THE NEW RULES OF INTERNET MARKETING http://www.marketingprofs.com/7/new-rules-internet-marketing-merchant.asp GOING GLOBAL IN A WEB 2.0 WORLD: A PUNCH LIST FOR SMALL BUSINESS http://www.marketingprofs.com/7/small-business-goes-global-web-2.0-delaney.asp MP CLASSIC: 10 ONLINE WRITING CONCEPTS THAT WORK WONDERS OFFLINE, TOO http://www.marketingprofs.com/7/mp-classic-10-online-writing-concepts-for-offline-marcomms-maur.asp **************************************************************** SUBSCRIBE TO OUR FUTURE NEWSLETTERS Not a subscriber? 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