This Is Marketing

This Is Marketing

Story Driven by Bernadette Jiwa. According to her, good stories:

1. Commit us to our purpose and vision for our career
2.  Allow us to celebrate our strengths by remembering how we got here from there
3.  Deepen our understanding of our unique value and what differentiates us in the marketplace
4.  reinforce our core values
5. Help us to act in alignment and make value-based decisions
6. Encourage us to respond to customers instead of reacting to the marketplace.
7. Attract customers who want to support businesses that reflect or represent their values
8. Build brand loyalty and give customers a story to tell.
9. Attract the kind of like-minded employees we want.
10. Help us to stay motivated and continue to do the work we're proud of.

Status is not the same as wealth.

1. status is always relative
2. status is in the eyes of the beholder
3. status attended to is the status that matters
4. status has inertia
5. status is learned
6. shame is the status killer. If we accept the shame someone sends our way, it undermines our entire narrative about relative status.

Better Business Plan

He suggests the following five sections: truth, assertion, alternatives, people, money.

Truth - describe the market you are entering, the needs that exist, your competitors, technology standards, how have others succeeded and failed. Truth states how things are.

Assertions - describe how you're going to change things.

Alternatives - what you'll do if assertions don't pan out.

People - who is your team? Who is joining? Attitudes and abilities and track record.

Money - how much do you need, how will you spend it, what cash flow looks like, profit and loss.

Direct marketing: run an ad on - and count your clicks.

Brand marketing: billboard; hoping people remember you.

The market associates frequency with trust. So keep running ur ads past when you are bored with them. There is a drip between when we get bored and when people get the message.

Create a product or service that people care enough to search for specifically.

How the price is the last refuge of a marketer who has run out of generous ideas. Lowering your price doesn't make you more trusted. It closes the opposite.

"Power is not only what you have but what the enemy thinks you have."

Books to Read

Rules for Radicals - Saul Alinsky

Crossing the Chasm - Geoff Moore

The Long Trail - Chris Anderson

Oglry on Advertising - David Ogilry

Adceep - Mark Bartholomew

Creating Customer Evangelists - Jackie Hub and Ben McConnel

Secrets of Closing the Sale - Zig Ziglar

Selling the Dream - Guy Kawasaki

Four steps to the Epiphany - Steve Biank

Syrup - Max Barry

The Regis Touch - Regis McKenna

Meaning that work - Shawn Askhosie

Ultimate Question 2.0 - Fred Reickled

Bussenies Model Generation - Alexander Osterwalder and Yves Pigneur

War of Art and Do the Work - Steve Pressfield

Marketing Worksheet

Who's it for?

What's it for?

What is the worldview of the audience you're seeking to reach?

What are they afraid of?

What story will you tell? Is it true?

What change are you seeking to make?

How will it change their status?

How will it reach the early adopters and neophiliacs?

Why will they tell their friends?

What will they tell their friends?

Where is the network effect that will propel this forward?

What asset are you building?

Are you proud of it?