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This is marketing ("People do not buy a drill, they buy the hole"…
This is marketing
The effective kind of marketing is all about being missed when you are gone. It seeks volunteers as customers and not victims.
The lock and the key - The only productive solution is to find a lock (the customer) and the fashion a key (your product)
You cannot change everyone, therefore ask: "Who's it for?" can focus your attention on the group that tells themselves a similar story which leads to taking a certain similar kind of decision.
Desire to gain vs Avoidance of loss - two different kind of stimulus that work for different kind of audiences, the second kind is often the better one.
"People do not buy a drill, they buy the hole" if we look deeper it actually is - "People do not want a hole, they want the shelf - > they want the status of doing it themselves"
We sell feelings, status, and connections, not stuff or software.
The product you sell is simply a road to achieve the desired emotions of your client. - "What's it for?"
Always begin with that change you want to make in the lives of your SVM, then build upon it the functionalities that you are going to offer.
The two main questions in marketing:
- "Who is it for?" - If you market to everyone you are no one.
- "What is it for?" - Drill - Hole - Shelf - Status
The two main mistakes in marketing:
1. Assume that everyone is well-informed, rational, independent, long-term choice maker.
2. Assume that everyone is like you, know what you know, wants what you want.
I am not rational and neither are you!
The pursuit of the mass market will lead to generalization. It requires you to offend no one and serve everyone. Start with the smallest viable market - If you could only change 30 people, who will they be, how would they act, what would they want?
Because it does not matter what people you aren't serving think about you. It is impossible to create work that both matters and pleases everyone.
You'll serve many people. You'll profit from a few. You need to find your whales and work from there.
Everything we purchase is a bargain, that is why we bought it. If people understand what you are offering, what need it satisfy and do not purchase it is not for them.
Not today, not at that price, not with that structure.
Marketers can choose to stand for something instead of saying that a customer can choose anyone and we are anyone. This requires standing for something, not everything, positioning on the edges and finding your smallest viable market.
To stretch your empathy muscles as a marketer it is useful to ask yourself: "Why are the people who do not buy from me right in their decision?"
Creating the tension of being left out. As with Slack. If you weren't on the platform you are missing out!
Status Quo has remained unchanged because it is good at resisting efforts of insurgents like you. It shifts because the culture shifts and the engine of culture is powered by status.
If people care you have got a brand. The brand is a shorthand for the customer's expectation. Nike, Starbucks, etc.
People learn about you only if you have earned their enrollment.To earn enrollment we make a promise to our customers that they will get insight or forward motion their want.
The network effect - it will make your life better if others know about that thing. (+status; +benefits; +usability)
Telling others is what people do, everyone has connections, it your work is electric, it it makes an impact, they will tell someone else.
Тhe tyranny of perfect - If closes the door. It asserts that we are done, that this is the best we can do. To reach perfection and not reach it is failure.
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We are all marketers telling stories. You are already marketing to yourself. You are telling yourself that you are struggling, that you are busy, that you are a fraud, a manipulator. If you tell yourself a story enough times, you will make it true.
It is the marketing we do for ourselves, to ourselves, by ourselves, the story we tell ourselves can change everything.
Marketing is a process and a craft. Just because your ad isn't working it does not mean you are a bad person, it means you have more to learn and we all have more to learn.