Here we turn to one of my loves…marketing. The root of marketing is a fascinating psychology experiment: How do you influence consumers to buy your product or service? Because of the objective of marketing, some people might say marketing falls under the umbrella of "manipulation". Maybe…to some extent. But there are many products out there that actually BENEFIT consumers. For example: bicycle helmets, gym memberships, superfoods, etc. The word “manipulate” has a negative connotation, and therefore I think “influence” is more accurate. Regardless of which descriptor you gravitate towards, developing effective marketing is an incredibly interesting thought experiment in psychology and social behavior.
This very abbreviated version of Kathy’s CliffNotes is focused on a very abbreviated book titled Marketing In Less Than 1000 Words by Rob Burns. The book itself is short, and definitely worth a read. But if you don’t have time to dedicate to 1000 wording on marketing, you can read my (super) abbreviated version of 154 words (talk about only looking at the tippity top of the iceberg). While none of this is groundbreaking new information, it's a good reminder.
In under 1000 words we explain the major principles of successful marketing - the absolute most important things you must understand to market your business successfully and find more customers.
Each chapter is less than 70 words long. This is a book so short that everybody can make the time to read it.
Aim only ever to speak to the people who are most ready, willing and available to buy your product. Focus your marketing resources ruthlessly on converting these people for maximum return on investment.
Stand out. There are many products like yours. Create points of differentiation that make you stand out to your customers and make customers want to buy. If you have an established product - find out what customers like most about their experience of your company - this may identify a killer point of differentiation.
Customers can only judge you on whatever image you present to them. Give them a second rate website, a poor sales experience, sullen customer service, rubbish marketing - they can only judge what your product is like based on that - even if your actual product is vastly superior to the quality of your marketing materials. Again, marketing is about the total experience you give a customer.