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Vol. 4 , No. 19     May 10, 2005


In this Newsletter:

  1. Managing Your Marketing Career: Turning Goals into Gold (Part 1 of 2)
  2. Desperately Seeking Something New: The Adventure-Driven Woman
  3. Marketing Strategy for Skeptics
  4. Secrets to Closing the Sale
  5. Value Creation: The New Core Competency
  6. Thieves, Scallywags and Scoundrels: Combating Trademark Infringement in Search
  7. SWOT Team: Marketing Is a Girl's Best Friend


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Premium Content

William Arruda
Managing Your Marketing Career: Turning Goals into Gold (Part 1 of 2)

You've heard it many times before: The greatest career success begins with a goal. Goals give you direction; goals help you focus; and goals help you stretch yourself.

Said another way: If you don't know where you are going, how are you going to get there?

The problem we all have is setting goals and taking action to achieve them. In this two-part series, Senior Contributor William Arruda will give you practical steps to develop goals you can put into action.

Get the full story.

Please note: This article is available to paid subscribers only. Get more information or sign up here.


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Lisa Johnson
Desperately Seeking Something New: The Adventure-Driven Woman

Many industries are experiencing major growth, fueled by the purchasing power of the "adventure-seeking woman."

This woman crosses all ages, family configurations and fitness levels. She's carving time in her schedule and finding wiggle room in her budget for new adventures that involve everything from rock climbing to Tuscan cooking to snowshoeing.

In many cases, she's entering traditionally male spaces with a "do-it-herself" attitude and trying her hand at auto repair, fly fishing and home improvement.

Get the full story.

Tom Barnes
Marketing Strategy for Skeptics

No business can survive, much less thrive, without building a plan that spells out revenue and earnings targets as well as the way to achieving them.

An effective strategic plan requires an expression of the challenges and opportunities that the business faces. It also requires clarity on the methods and means required to meet those challenges.

And there's something else that's mandatory. Without it, all the planning in the world is pointless.

Get the full story.


A Note to Readers

Q&A with Gerry McGovern

MarketingProfs is "going live" next month with its first-ever conference. Since our business is all about delivering great content, what better person to kick off our conference series than Content Guru Gerry McGovern?

Gerry has longevity, perspective and informed opinions. If that makes him sound like a relic, well... "he's so not!" as my eight-year-old would say. Gerry has seen firsthand what works on the Web, and he sees it as his mission to share it with you.

Hope to see you in New York!

Ann: So, Gerry—do you remember the first time we met?

Gerry: My first memory of us meeting was (I believe) in a lift in some hotel in New York!

Ann: Right. It was at a conference in or around 1999, and you were speaking about Web content. What's different now about the Web industry?

Gerry: It's got older, greyer, more boring, less cool, and more profitable. I feel a real fondness for those years when I was worth millions on paper, and a real sadness that I didn't cash in. I'm afraid I believed in the future too much.

Today, the future has arrived, or at least part of it has. (Tomorrow, more will arrive.) What's different is that what's important is now real, and what was hype is history. It's great to see Web sites genuinely working, genuinely delivering value. The Web is only beginning to mature and there is so much wonderful potential.

Ann: Do you ever feel like a one-note band?

Gerry: It's a really bad situation right now. Every year, I get paid twice as much to say the same things I've been saying for years. I'm really worried. Years ago, I was lucky to get paid hotel and economy flight to say these things. Where have I gone wrong!?

Ann: What's your favorite part of your profession?

Gerry: Communicating. I absolutely love to teach. It is a great honor to have a group of people in a room listening. It's a privilege. To be able to help people—and to get well paid for it—is a perfect combination. I take it very seriously and always try to give my very best. When someone comes up to me and says, "I enjoyed that. I learned something," that makes it all worthwhile.

Ann: How'd you become The Web Content Guru?

(continued below)


Last Issue's Top 5

  1. Causality: Do Blondes Really Have More Fun?
  2. From Spam to Viral Web Video With John Cleese
  3. How to Formulate Marketing Messages
  4. Succeeding With Straight Talk: Five Ways to Slay the Bull
  5. Five Ways to Energize Your Newsletter
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(continued from above)

Gerry: I failed my way to success. I was born on a small farm in Ireland, and the first thing I learned to drive was an ass and cart. I have a great love of music and writing, and have published a couple of plays and short stories. I was a rock journalist and interviewed Lou Reed (my hero). I had a dot-com company that was valued at $250 million and nine months later went bust. I have two wonderful children, who will always be the most important thing to have happened in my life.

Ann: You travel quite a bit but don't seem to come to the US very often. When's the last time you were in the States?

Gerry: As I write this, I'm heading to the States to address a World Bank audience in Washington, a UCLA audience in LA, and then 900 Microsoft Web content professionals in Seattle. However, you're right. I'm not in the States as much as I used to be.

Outside of Ireland, the States is my favorite country. However, it's more complicated to get into the States than it used to be. And, of course, it's an hour to fly to London or Brussels from my home. So, for various reasons, I'm targeting Europe more.

Ann: What do you do outside of work?

Gerry: Work. I'm an obsessive. I love being with my family and it's a treat to watch films together. I love to listen to music. I really like to have time to be able to think, to be able to ponder things and explore the world of thought.
Until next week,

Ann Handley
Chief Content Officer




Barbara Bix and Tiffany Mura
Secrets to Closing the Sale

There are many reasons for not closing a sale.

In today's climate of information and work overload, an increasingly common reason is that prospects don't think of you when they are ready to buy.

A critical challenge faced by any company marketing in this environment is how to elevate its message above the clutter and be top-of-mind when customer needs arise.

Get the full story.

Jeff Thull
Value Creation: The New Core Competency

If you're competing on price, you'll never achieve maximum profitability. Instead, everyone's job must become value creation.

But are you sure that you're providing value to your customers?

Even if your answer is an emphatic yes, you might want to take a closer look.

Get the full story.


Jupiter Research White Paper | Vital Marketing

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Lisa Wehr
Thieves, Scallywags and Scoundrels: Combating Trademark Infringement in Search

In search engine pay-per-click advertising, the unscrupulous use of a competitor's trademarked terms is a murky business and contentious topic.

With a seemingly anonymous perpetrator, it's a relatively easy offense—and sets off a torrent of trademark-infringement concerns for many companies.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Marketing Is a Girl's Best Friend

This week, add your two cents to the following: Which marketing efforts and methods works best when marketing dollars are scarce? Join the conversation!

Also, read your answers to last week's dilemma: How do you go about promoting a product on a global scale?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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