Discovered a new cafe, reading the #book and here are my notes on marketing.
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1/ The primary job of a marketer is to have clarity on..
What story are we telling to whom and how will that story make them feel.
Everything else builds on top of it.
What story are we telling to whom and how will that story make them feel.
Everything else builds on top of it.
2/ People don’t want what you make, they want what it will do for them.
3/ But importantly they’re not deciding based on reason, but emotion, stories and feeling.
Rational consumer is a myth.
We don’t buy features, we buy feelings. (Even in b2b)
Rational consumer is a myth.
We don’t buy features, we buy feelings. (Even in b2b)
4/ The number of feelings we want is ultimately limited. You can’t invent a new feeling.
We want to feel safe, belonged, status-worthy and so on
Different products supply these feelings in different ways at different points in days.
We want to feel safe, belonged, status-worthy and so on
Different products supply these feelings in different ways at different points in days.
5/ Culture plays a big role in how we decide.
Identify the culture of your audience and deliver stories that align to that culture.
That’s when your audience will feel belonging and say: “yeah these guys get me”
You want to get here 👆
Identify the culture of your audience and deliver stories that align to that culture.
That’s when your audience will feel belonging and say: “yeah these guys get me”
You want to get here 👆
6/ If you’re a logical type, it’s very very hard to internalize that nobody cares about features.
Yet, to be an effective marketer, you need to learn to tell stories your audience cares about.
Remember: people pay extra money to decide color of their car.
That’s not logic, it’s a feeling (of being special) that people are paying for.
Yet, to be an effective marketer, you need to learn to tell stories your audience cares about.
Remember: people pay extra money to decide color of their car.
That’s not logic, it’s a feeling (of being special) that people are paying for.
7/ As a thumb rule, assume people will decide:
- With their irrational urges
- Ignoring logical information you provide
- Ignoring long term gains over short term
- Influenced by culture they feel being a part of
- With their irrational urges
- Ignoring logical information you provide
- Ignoring long term gains over short term
- Influenced by culture they feel being a part of
8/ You can’t market it to everyone in the world.
Choose your tribe, know their stories and culture, show them how your product enhances their life story, and do it again and again.
That’s what marketing is all about.
Choose your tribe, know their stories and culture, show them how your product enhances their life story, and do it again and again.
That’s what marketing is all about.
9/ Of course, effective marketing builds on a product that actually delivers such progress to people.
In that sense, the job of a marketer is simple:
be honest with telling the story of what role product plays in a particular culture of people.
In that sense, the job of a marketer is simple:
be honest with telling the story of what role product plays in a particular culture of people.
10/ I’m a fan of job-to-be-done framework.
But I think it’s too rational and hence misses the mark.
A better way to frame products and marketing is:
life-story-to-enhance,
or self-image-to-be-strengthened
But I think it’s too rational and hence misses the mark.
A better way to frame products and marketing is:
life-story-to-enhance,
or self-image-to-be-strengthened
11/ This is just first chapter.
Will keep adding notes as I read the book and reflect.
Stay tuned!
Will keep adding notes as I read the book and reflect.
Stay tuned!
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