Archive for Marketing
Hormonal Marketing
Posted by: | CommentsSeth Godin’s post today, titled “The Confusion,” is pretty heavy.
In it, Godin cites how we humans never acknowledge the chemical inconsistencies that we individually encounter every day, but rather look to situations in our lives (parents, money, weather, etc.) that account for our moods and reactions. He then drives the message home with this quote: “The external world is remarkably consistent, and yet we blame it for what’s going on inside of us.”
So it got me thinking: Isn’t marketing and communication much more a chemical activity than a concrete one? Does this mean there’s a LOT more to it all than just solving a problem for your customers?
Of course there’s a lot more. People buy out of emotion, not logic. So no matter how much your product makes sense, how much time it will save or how much money it will save, your buyer needs to have an emotional tie to your product or you before anything is going to happen.
And regardless of what you think, there’s nothing consistent about that. You’re a slave to your customer’s hormones.
Free Marketing In Progress Newsletter
Posted by: | CommentsAfter more than two years of meandering my way through the marketing waters on the blogosphere, I’m finally taking the plunge and offering a free marketing newsletter to any and all who want it.
Like you, I’ve noticed the ratio of bad e-newsletter to good ones is about 10 to 1. My aim is to not join the majority here. In fact, I’m hoping to actually pass along both items of interest and some easy things you can do right away to improve the marketing of your organization.
So who needs this free marketing newsletter?
My target is small business owners and entrepreneurs who are looking for tangible ways to improve how they market and communicate. More specifically, direct sellers, solopreneurs and local services (like pest control companies and lawn & garden services) will get to benefit from drilled-down advice based on my experiences in those industries.
What you’ll get with each newsletter
At least initially, newsletters will go out only once a month, starting next week (the week of June 15). Every newsletter will be different, but you can count on the following segments every time:
- Dirt cheap marketing ideas: easy and inexpensive marketing tactics you can do today.
- Lots of links to websites the small business owner will find useful.
- Featured article
- Links to free white papers
- A subscriber spotlight: you might get a shout-out to your business just because you subscribed.
- The best tips and info from MarketingInProgress.com.
So, go ahead. Sign up for the free Marketing In Progress newsletter now and let the marketing greatness begin.
Marketing Wisdom by Jack Trout
Posted by: | CommentsThe Branding Strategy Insider had Jack Trout’s mammoth insight on marketing wisdom, and I simply can’t pass up the opportunity to post this here. Be sure to visit the site for more info.
- Most bad marketing is driven by the desire to grow, which is in turn driven by Wall Street, which is in turn driven by greed. CEO’s pursue growth to ensure their tenures, to increase their reputations, and to increase their take-home pay.
- Another problem is trying to be all things to all people. That growth strategy fritters away resources on side battles, resources that ought to be concentrated on the main event. Decisions are a lot simpler when you’ve got one thing on which to focus.
- The more things you try to become, the more you lose focus, the more difficult it is to differentiate your product. Mark Twain said it best, ‘I cannot give you a formula for success, but I can give you a formula for failure, which is: Try to please everybody.’
- When your business is more about great accounting than great products or great advertising, you’re headed for trouble.
- Set realistic goals, which Frank Typer defined brilliantly as those that are ‘Beyond your grasp but within your reach.’
Uniquely Normal
Posted by: | Comments
Everyone believes they are unique. Different. Not the status quo. A contradiction to the statistics. Everyone believes they have problems, issues and obstacles that have never been experienced by anyone. Ever.
Everyone believes everyone else is normal.
Of course, both statements are right and wrong.
The only thing that’s normal is that we’re all different. We’re all individuals. But we’re not so unique and independent that we have needs and troubles that are 100% unique to us. But because that’s how we perceive it, that’s how it pretty much is.
When someone comes to you expressing an issue they’re dealing with, they don’t want your response to be “There are thousands of people who go through that every day.” They want you to listen, to empathize, and, maybe, offer up some tailored advice just for them.
Your customers fall into this “everyone” category, too. Knowing they believe they are completely unique, how can you be the better “friend” in the example above?
Similar posts on MarketingInProgress.com:
John Moore’s Marketing Matrix
Posted by: | CommentsAn invitation by John Moore, via the Age of Conversation 2.
Breaking Promises
Posted by: | CommentsSeth Godin sums up marketing this way: “Make promises and keep them.”
If this is at all an accurate definition (and I believe it is), then my marketing lately sucks.
I haven’t called customers back in a timely manner. I haven’t followed up with vendors. I’ve been missing deadlines. I haven’t sent email newsletters out as often as I promised. I haven’t posted to my blog like I know my readers expect. I haven’t come through on lots of stuff lately.
This is my confessional. First, I apologize to those of you who have suffered as a result of by horrible marketing. Second, I apologize to all of you for being extremely hypocritical.
Lastly, I applaud those of you who keep your promises. Who stay in touch with customer (really stay in touch, not just talk about it). Who set reasonable expectations and hit them. Who follow through.
I’m going to get better. Not only am I going to keep my promises, but I’m going to make sure I’m making promises I’m resolved to keeping.
No More “Increased Profitability”
Posted by: | Comments“Increased profitability. Decreased costs. Improved retention. More productivity.”
Just about every business-to-business service out there today promises these end results. If you’re one of them, stop doing it.
The problem is that every single one of your competitors is promising the same thing. Of course, that doesn’t mean that one of these end results shouldn’t happen when using your service. It just means you can’t hang your hat on it. That hat rack is way too full.
Every one of your clients already expects you to help them make money in some form or fashion, be it increased output, decreased input, or more volume. Everyone wants that.
You need to sell them how you’re going to do it. You need to show them the proof that you can really do it. You need to offer something way more than promises that contain the words “profits,” “costs,” or “production.”
You’ve got to get a lot more specific.
Since your client knows their business much better than you do, they’ll know when they see something that’s going to help them make more money. You don’t have to tell them. Stop convincing them that you’ll make them more money, and just show them what you’ve got that they instantly recognize will make them money.
Yes, Please (The FireFox Tablet)
Posted by: | CommentsChris at the Raw Stylus opened my eyes to this bit of simple genius.
Introducing the Firefox tablet – read all about it at Tech Crunch.
Isn't this worth $200?
No, you can’t get it yet. That’s what makes it even more exciting. The spark has caught on, and thanks to the openness of our new culture, anyone can help fan the flame. And we’ll all be better off because of it.
What idea have you got that is sitting in some dusty corner of your brain that couldn’t use the help of a couple hundred experts?
26 Reasons to be a Marketing Lover
Posted by: | CommentsBill has posted his Luther-esque thesis on the doors of the blogosphere with this post on 26 reasons why I love marketing. My three favorites:
- The best people I know are marketers
- I understand the phrase “Having a Purple Cow who Zags in a Blue Ocean”
- It’s better then being beat with a bag of oranges
Check out it out share your favorites.
Albums
Posted by: | CommentsWhat if Led Zeppelin IV was called “Stairway to Heaven” instead?
What if the Beatles’ White Album was actually called “Dear Prudence?”
What if Alanis Morrisette’s Jagged Little Pill was called “You Oughtta Know?”
And what if For Unlawful Carnal Knowledge was better known as “Right Now?”
Because none of these albums would be as cool.
What seems so apparent with names of classic albums should be more apparent in marketing and product management. Yes, most people are buying Led Zeppelin IV because it contains one of the most enjoyed rock songs in history. But that doesn’t mean you name the album after it. It’s just not as cool. It’s not to say that an album named after a song on the album sucks; it just means it could’ve been made a lot better with a different name.
Marketing forces us to try to communicate clearly and simply to consumers. In the case of the albums above, you could make a strong case for naming Zeppelin IV “Stairway to Heaven.” But what are you communicating? “Here’s a great tune surrounded by 8 other tracks that are also OK.”
You’re missing out, and you’re only communicating a part of your product, not the whole thing.
I’m rambling, but here’s the deal: don’t let “traditional” marketing tactics and philosphies make you strip a really cool product of what truly attracts consumers longterm. Something just feels good when you can talk to someone who knows the Rumours album well, or when someone knows that “Jagged Little Pill” is just a part of a single line in a song on the album.
Take a chance at making your product cooler, even if it breaks a few rules.
