I got married last week, and as major life events will, it made me think about life, the universe and, naturally, marketing.

My husband (oh, the thrill it gives me to say that!) has been known to turn a fight into laughter by saying, "Marketing, Honey. Marketing." In other words, he caught me trying to spin the argument my way instead of simply stating the bald facts.

Although it may not be perfect for a marriage, there is some pride to be taken in that form of marketing. Think of the ancient Greeks and Romans who viewed powerful oratory as so important that it was a critical subject for every schoolchild.

However, there's a faint whiff of shame to being in marketing in the 21st century. Some people think marketing is using science and psychology to bend the will, empty the pocket, distract the mind from nobler thought and even ruin true culture.

If I truly believed that was the essence of marketing, I would not be able to write about it; or frankly, to work for MarketingSherpa, which gives marketers the research and tools to do a better job. It would be pretty darn slimy.

If marketing is focusing on profits to the expense of all else, I want no part of it.

Instead, I see the art of marketing as akin to matchmaking. Your client Mr. Widget is seeking a bride. You research the available pool. You may even help Mr. Widget tweak his presentation a bit a la 'Queer Eye for the Straight Guy'(without, of course, changing or obscuring his true essence.) Then you introduce Ms. Right to Mr. Widget.

Sometimes they get together right away; sometimes there are entire families to impress (the dreaded decision-by-committee). But the point is, without a little matchmaking, two people might never have found each other.

Inventors and company executives without marketing backgrounds nearly always make light of this matchmaking facet of marketing. They think the product will "sell itself."

Perhaps it would in an intimate, easy-to-network world without any other distractions. But on this crazy teeming planet, you nearly always need great marketing to get any attention from the right prospects.

Marketing in its best form is all about helping products and services connect with their perfect customers. If you do it correctly, including plenty of research to begin with, both sides -- company and customer -- will be grateful for your role in bringing them together.

(And, no, I'm not just saying that because I've got hazy romantic stars in my eyes.)

The downfall of marketing is when you're pushed for profit's sake alone to gain customers outside the product's sweet spot -- buyers that don't really fit profile. Or, when you're hired to trumpet an inadequate product that honestly no one should be buying. That's when the shame comes in.

The next time you're asked to market something, reach into your gut and consider, "Is this something I will be proud to have marketed? Will the end-consumers be delighted to have discovered it through my efforts?"

If so you can take true pride in being a marketer. It's not about consumer manipulation; it's about helping shine the light on the truly deserving.

Anne Holland, President
Feedback(at)marketingSherpa(dot)com
MarketingSherpa, Inc

P.S. As always, our Case Studies and articles are open access for about 10 days. Then they go into SherpaLibrary where you can research for a small fee. The links always remain the same.

#2. Personable 'About Us' Page Lifts Ecommerce Conversions 30%

On most sites the 'About Us' page (aka 'Company Info') is a copywriting backwater -- a little dry, a little boring, a lot corporate.

But what if you lavished the creative marketing attention on your About Us page that you do for your top offerings and landing pages? Can an outstanding About Us page help an ecommerce site stand out in an ocean of competitors?

Oh, yes, it can:
http://www.marketingsherpa.com/article.php?ident=28532
(Open access until July 16th)

#3. Before & After Story -- Email Redesign Increases Loyalty Plan Activation

Aeroplan, Canada's enormous consumer loyalty club, is a coalition of more than 100 travel, retail and financial services brands.

Millions of Canadians are already members -- and 50,000-60,000 new members join each month. But hardly any of them clicked through on Aeroplan's member emails.

Discover how Aeroplan's email design team ripped their welcome messages and monthly newsletters apart, and then put them back together again for increased results:
http://www.marketingsherpa.com/article.php?ident=28528
(Open access until July 13th)

#4. How to Offer a Slice of Your Database to Convert Buyers to the Full Product

Looking for ways to market entry-level items to attract customers for bigger-ticket newsletter and online database subscription products?

One marketer's answer? Trials of a combined phone/Web demo, where reps ask previous customers to be walked through a 15-20 minute test drive. (Yes, they found enough people willing to do this.)

Question is: should they offer one specific product or a slice of the full database? We've got the lowdown on what worked.
http://www.marketingsherpa.com/article.php?ident=28529
(Open access until July 13th)

#5. Can Cool (Expensive) Direct Mail Campaigns Get a Decent ROI for Lead Gen?

Have you ever wanted to test a really creative direct postal mail package to see if it will pull harder than the same-old/same-old stuff?

Sure, die-cuts and dimensionals could drain your budget in a heartbeat. But, perhaps, like online video, they'll stand out enough to garner higher response rates.

Here's the real-life story of one B-to-B marketer who decided to test something different for lead gen:
http://www.marketingsherpa.com/article.php?ident=28527
(Open access until July 12th)

#6. EXCLUSIVE: 1,041 Affiliates Reveal How Merchants Should Improve Their Programs

MarketingSherpa is pleased to be the first to bring you new study results from a 2006 survey by PartnerCentric.

Discover what 1,041 affiliates -- including marketing partners for The Company Store, FootSmart, Domestications, National Geographic, LifeScript and ClubMom -- say are the biggest challenges holding them back in 2006.

Surprise: bigger commissions were not the biggest want. Most affiliates just want better landing pages from you... more details here, including a hotlink to the 16-page PowerPoint:
http://www.marketingsherpa.com/article.php?ident=28526
(Open access until July 12th)

#7. Help Wanteds: 32 New Jobs & 4 Seekers Available

The past week's new posts including four Directors and two VPs. Plus, learn how to post your own opening (complimentary service).
http://www.marketingsherpa.com/sample.cfm?contentID=2522
(Open access = permanent)

#8. New Book Offer: 'Accountable Marketing: The Economics of Data-Driven Marketing'

The most significant information a marketing team could know is how much to spend so that the return would be worthy of the investment. In 'Accountable Marketing: The Economics of Data-Driven Marketing,' Peter J. Rosenwald offers innovative strategies to increase profits without having to waste money on unnecessary expenditures.

The 336-page book was one of the 2005 finalists for the Berry-AMA Book Prize, an award that distinguishes works suggesting important advances in marketing. Rosenwald's clear and succinct writing style makes it easy to understand the model for selecting a target audience.

The book introduces us to tests that permit marketers to determine the ACPO (Allowable Cost Per Order). Being aware of this figure is vital for reaching the greatest earnings. Also included is a CD that contains 35 interactive templates so readers can plug their own data and play out the possibilities of different scenarios.

Rosenwald donated five copies for Sherpa to give away. Toss your name into the hat here to try for one.
http://sherpa.bookoffer.sgizmo.com
(Ends 07/16/06)


+ Last week's book offer:

These five lucky marketers will get their own copies of 'Blogwild! A Guide for Small Business Blogging' by Andy Wibbels

• Steve Grbic, Core Communications Ltd., NI NEW ZEALAND
• Marla McAlpine, Aird & Berlis LLP, Toronto, ON
• Igor Mordkovich, Lifestat. Brooklyn, NY
• Mimi Reilly, The Business Highway, Houston, TX
• Ted Sindzinski, Jenny Craig, Carlsbad, CA