Vol. 4 , No. 19     May 11, 2004


In this Newsletter:

  1. Educating Your CEO About Marketing (Part 2)
  2. Papayawhip, Peachpuff or Peru: Design Advice That Could Save Your Career
  3. The Customers You Wish You Didn’t Have
  4. 12 Laws of Customer Loyalty
  5. The SWOT Team Wonders: What Do Women Want?
  6. Natural Search: The Great Equalizer
  7. Marketing Lessons From American Idol


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Roy Young
Educating Your CEO About Marketing (Part 2)

CEOs are likely to think of marketing as the money the organization has to spend in order to sell its products and services. They typically view marketing as “marketing spend,” the necessary annual expense to meet forecasted revenues.

We marketers must teach our CEOs to view marketing as “marketing invest,” the resources devoted to produce profits and future growth for the organization.

Get the full story.


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Mike Schultz and John Doerr
Papayawhip, Peachpuff or Peru: Design Advice That Could Save Your Career

When many people think of marketing, they think of ads, logos, taglines, brochures and Web sites. It’s understandable. Ads and brochures are what we see every day, and we all have opinions of what we like and don’t like.

So when we build new Web sites, brochures and logos for our organizations, we scrutinize them with fanatical zeal. The problem comes when we get overly caught up in the graphic design process.

Get the full story.

Marcia Kadanoff
The Customers You Wish You Didn’t Have

Garrison Keillor’s radio show, "A Prairie Home Companion," originates from the mythical Minnesota town of Lake Wobegone, where “the women are strong, the men are good looking, and all the children are above average.”

Like the parents of Lake Wobegon, a lot of marketing managers seem to live in a place that’s a little disconnected from reality. In that place, for example, every customer is profitable.

Get the full story.


A Note to Readers

A Little Perspective & a Little Respect

Greetings, discerning readers!

This week’s action-packed issue contains a piece by sometime contributors Mike Schultz and John Doerr.

The piece, “Papayawhip, Peachpuff, or Peru: Graphic-Design Advice That Could Save Your Life,” is about marketing. But it’s about something more, too: perspective.

Keeping your eyes on the prize of attracting and retaining profitable customers is really the goal of any marketing effort, they write. Unfortunately – in marketing as in life – too often we get mired in the details and neglect to see that bigger picture.

Or, as Mike and John say, we get distracted by the brochure trim colors of “papaywhip, peachpuff, or peru” (three actual colors…who knew?) and neglect the “important but mundane part (lead and revenue generation).”

Do read their piece. It’s wholly entertaining, to boot.

Until next week,

Ann Handley

P.S. Roy Young's new 184-page special report, “Making Marketing Matter: How to Win Respect for Marketing” is hot off the presses. It’s now available free to all Preferred and Premium Members.

In the self-help manual for marketers, Roy gives specific how-tos on how marketers can elevate their own department’s “brand” within an organization.

Marketing’s customer focus brings unique value to any organization, and its up to us to communicate that to the powers that be. It’s a must-read and a must-do.

As Roy asks, “If you as marketer can’t build the marketing brand, who can? If not now, when?”


Last Issue's Top 5

  1. Educate Your CEO About Marketing (Part 1)
  2. Google, the Verb
  3. The Secret of Managing a Successful Web Site
  4. Win the Marketing Race
  5. Tell Me a Story: Q&A with Steve Denning
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Jill Griffin
12 Laws of Customer Loyalty

"Serve First, Sell Second" and "Seek Out Customer Complaints" are two of the 12 irrefutable laws of customer loyalty. Think you know the other 10?

Get the full story.

Yvonne Bailey and Hank Stroll
The SWOT Team Wonders: What Do Women Want?

This issue’s dilemma asks: How important is it to tailor your marketing approach to women in business? Join the conversation!

Also this week, read your answers to last week's thorny issue: How can we develop successful webinars that generate high-quality leads?

Get the full story.

eMetrics Summit

Web Analytics Best Practices - Real World Answers

Advanced presentations set the stage, attendees set the agenda.
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Scott Buresh
Natural Search: The Great Equalizer

Welcome to the world of natural search—a world where mom-and-pop shops compete with million-dollar companies, where million-dollar companies compete with billion-dollar corporations. And, while many will argue to the contrary, the playing field is more or less level.

Small companies can, and often do, dominate their behemoth competitors in this world, for a variety of reasons.

Get the full story.

Karl Moore and Mark Bajramovic
Marketing Lessons From American Idol

If you want to see one of the best examples of a great use of marketing theory, watch the TV show "American Idol."

Academics call such an approach, “Expeditionary Marketing." But by whatever name, it's an approach that works.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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