Marketing Rules, February '17
February 21, 2017
1. Passionate people lead companies that have passionate fans.
Most people are zombies. Passion stands out on its own because it's rare. Passion is half the battle to convincing someone to give your idea a shot, keeping them around, and following you your lead to the promised land.
2. Keep existing customers happy, it’s better than finding new ones.
Most people get so attracted by numbers that they miss the opportunities in front of them. Make the first people happy, first. Keep making them happy. Until this is working like a charm skip out on growth. If you can’t serve 10 or 100 people in an extraordinary way what makes you think it will be better with 1,000?
3. Good is worth zero.
You've got a big challenge. If people already have a solution similar to what you offer, they no longer have the problem anymore.
This means, the later you enter a market, the less people there are in that market.
So how do you win?
You only get early adopters by being extraordinary. And by offering something new. Even if you just tell them it's something new.
“Er” is over. I learned this from Russel Brunson.
He says that nobody wants a “bettER” or “FastER” option. They want something totally new to try. We don't want a "better donut" we want a "Cronut." Something you've never tried before.
People rarely switch services to something slightly better, it’s too much of a hassle and they're already satisfied. Good is redundant.
People switch when you offer something new. And when that something new is extraordinary.
4. Ideas still spread from one person to one person.
There is a type of pre-suasion that happens when you get word of mouth.
Credibility is built in the background.
The subconscious of your customer is where the decision making happens.
We try things because of our exposure from direct sources we trust.
We try things because of repetition, or brain sees patterns and...
Other people shape our preferences.
5. Effective business ideas are built to spread.
Marketing people need to be product people, too, because the advertising of your business needs to be baked into the product. The classic metaphorical example here is Tattoos. The more people that get tattoos, the more people see them and want them. So advertising is part of the product. It was the original viral idea. Snap's glasses will run off of people seeing them in public. Then they will see videos from them in their feed, see that they are circle shaped viewpoints, and it’s naturally viral. Rehab centers, on the other hand, you might avoid sharing about. Maybe we're too embarrassed or it's a cultural faux-pax to talk about. So it's anti-viral. People don't want to talk about it. And it doesn't spread.
6. Companies win when they treat their customer attention as a precious resource, not something to be robbed for all it’s got.
Our attention spans are dwindling and our options are increasing...