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What Makes Marketers Tick?





Most of us are fascinated by what makes others tick.  Why else do so many of us love to see and read interviews?

Pamela Lockard, author of Profiles in Marketing Excellence, is no different. In fact, it was her  inquisitiveness about marketers that led to writing her book.  She says:

“First, I just have this tremendous curiosity about people… and I really wanted to know more about what makes marketers tick. So I started looking… and I found nothing, not one single source where I could go and find a lot of information about marketers. So I decided to create it.”

Profiles in Marketing Excellence BlogFor Profiles Lockard interviewed 25 marketers, noting, “We began our search looking for marketing pros that had at least one of the following criteria”:

  • Top level marketing experience within a large corporation
  • National recognition for their work
  • Published
  • Marketing educator

While the author has been in marketing for 30 years herself, she says she realized she knew little about what makes top-notch marketers tick.  “Those at the top of the field often stay in the background, doing their best work behind the scenes.”

A good interview will give you a snapshot of who the person is (if they are open).  The best interviews come from an interviewer who knows how to ask questions that tease out revealing answers.

Profiles gives you a chance to peak under the hood, inside the minds of 25 marketers.  The marketers reveal in a conversational style how they made it to the top of their game. To some degree the book pulls out and distills lessons about marketing techniques.  But you also get inspiration from reading about others.  You learn from their experiences — when they got it right and also when they got it wrong.

Some of the marketers interviewed are:

John Jantsch, President, Duct Tape Marketing
Small effective and affordable small business marketing

Chris Martin, Regional Director, Radio Disney
Radio home of the hottest kids’ music and videos

Ruth Moss, Executive VP, Added Value
Marketing inspiration that works

She also included me as one of the profiles.  Now, I don’t necessarily think of myself as a marketer — certainly not a remarkable marketer.  But I suppose I’m not that different from many of you who have started your own businesses.  Faced with bills to pay and people depending on us, it’s trial by fire.  We learn how to market and sell if we don’t want to starve.

What Makes The Author Tick

Lockard (pictured in the image above) is not only an author, but is the CEO of marketing agency DMN3.  She’s one of the few Certified Professional Direct Marketers in the United States.

Giving back to the community seems to be the order of business at DMN3, the company that she runs with her husband and a team of 30 marketers.  In fact, a business that cares about and supports the community has become a trend in business and marketing in recent years.  In her case, it’s more than a recent trend — giving back is part of who she is:

“I’m most proud that I have achieved a point in my life, where I can work to give back. I continue this business because it allows me to help a homeless shelter that is very dependent on my husband and myself to stay open. 70 women and children have a place to sleep because of our business.”

Who Should Read This Book

This is a perfect book for marketers, of course.  If you’re committed to the field, you will want to know more about how others made their marks in the world.

But I think it’s also inspiring for entrepreneurs and small business leaders.  We may have the best products or services in the world.  But if we don’t know how to market and sell, we have a tough road ahead.

Thumb through the book, and find a profile for someone in a business similar to yours or in a similar industry.  Dive in and start reading.  This is a good book to pick up and read for 30 minutes here and there, and thumb around in.  It’s not one of those books where you have to start at the beginning.

According to Julie Pitts, Development Director of DMN3 Institute, Profiles is meant not as a sit-down read but for motivation and insight and new ways of thinking.”

5 Comments ▼

Anita Campbell Anita Campbell is the Founder, CEO and Publisher of Small Business Trends and has been following trends in small businesses since 2003. She is the owner of BizSugar, a social media site for small businesses.

5 Reactions
  1. Anita,

    Thank you for sharing this post. I definitely agree with this paragraph –

    “She also included me as one of the profiles. Now, I don’t necessarily think of myself as a marketer — certainly not a remarkable marketer. But I suppose I’m not that different from many of you who have started your own businesses. Faced with bills to pay and people depending on us, it’s trial by fire. We learn how to market and sell if we don’t want to starve.”

    Being a self-employed myself, my wife and I, we’re both therapists (she’s a physiotherapist, I’m a hand therapist), and we forayed into the private practice in 2008. Even with skills, we needed to quickly learn how to market, network and sell our services to people who could and would refer patients to us.

    It was -and still is- a trial by fire, a process that we fine tune and learn a little more every single day.

    Thank you for sharing. =)

  2. This sounds interesting though from what I can gauge from the website it doesn’t seem like a lot of qualitative content that would help inform marketers of how they might learn to become better at their work, but more to supply tidbits of information that makes these top notch marketers more human–which is not a bad thing in and of itself.

  3. Hi Anita,

    I am sure this would be a very interesting read, I myself have done an MBA in marketing and would definitely like to read the thought process of top marketers. I am sure this will provide useful insights. Thanks a lot for sharing!

    Riya Sam

  4. Hi Riya Sam

    I was rather intrigued by your link, so I popped by, and I sent an enquiry ticket your way with regards to your affiliate program (I’m scouting around for suitable affiliate programs for my readers – i blog at Nigelchua.com on entrepreneurship and leadership, so methinks there is some match).

    If you could, please respond to the ticket that I sent out please?

    I’d really appreciate that. =)

    Nigel

  5. I like the idea, but feel that the requirement that someone have “Top level marketing experience within a large corporation” would weed out some very interesting marketing minds. My experience with larger companies is that they tend to stifle creativity and innovation with their bureaucracy and size. Not ideal for marketing genius.

    However, I’m sure the information is fascinating and I’ll definitely check it out. Thanks.

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