Marketing Ideas Flashcards
Make Your Own Game
Coin your own key words instead of competing with existing key words.
Re-Define your own service or product
We are in an age of identity, people are very specific about who they are, what matters to them, their values.
Humanize you’re brand to the above. People need to feel seen and heard before they’re ready to pay attention.
I believe with all my heart that nurturing a network of great people coaches that you want to serve is the absolute most important work you can do as individuals and companies.
Marketing- driven vs. Market Driven
Who’s it for and what’s it for
Marketers (we) make change happen.
What and who’s do your customers
Really want to become
Market driven is to see the market, to listen to it, and more importantly, to influence it, bend it, to make it betterment.
Market driven is our quest to make change on behalf of those we serve and we do it by understanding the irrational forces that drive each of us.
Marketers deliver the same feelings to everyone.
We bring belonging, connection, peace of mind, status or other desired emotions.
We do it by:
- Telling stories
- Making connections
- Creating experiences
Marketing questions
Who’s it for? What’s it for? What change are we trying to make? What promise are we making? Who are we seeking to change?
What are their dreams, beliefs, desires?
Everyone has a a problem, a desire, a narrative, story.
Not the masses but the smallest “viable “ market
Force your focus on the most specific, most smallest market.
Shun non-believers. Focus on those who believe what we believe, want what we want.
Focus and find those who understand us and will fall in love with where you hope to take them.
Loving you is a way of expressing themselves, of becoming who they are. That live leads to traction, to engagement, to evangelism. That love becomes part of their identity, a chance to do something that feels right, to contribute,
Transformation and change
Our work is transformational change
Who do we want as our clients, our students.
Who do they want to become.
Marketers make change happen
We take people on a journey from one emotional state to another desired emotional state.
We traffic trade in emotions, dreams, desires, feelings
What if we called them students vs dieters?
Who are our students? Where are they hanging out? What will they benefit from learning? Are they open to being taught? What will they tell others.
This is the student -mentor relationship of engagement, enrolment, choice and care.
If I had to chance to learn what would I like to be taught?
If I had the chance to teach others what would they learn?
Where? To? Market?
3 blanks to complete marketing!
Is who to market to!
With obsessive focus start with your best clients best students
Once it works! Begin there.
It’s all about ripples.
Start with empathy to see, feel, their real need. What matters to our students?
I made this for you?
Those who trust us, are connected to us.
Simple marketing promise/process:
My product and service is for people who believe (blank)
I will focus on people who want (blank)
I promise that engaging with what I make, with what we do will help you get (blank)
Match their world view with a story they want to hear, told in a language they’re eager to understand.
Offer ways to go deeper. Instead of looking for new members (students) for your work look for ways to do work for your members (students)
At every step in their journey create and relieve tension as people progress in their journeys toward their goals.
Show up often and focus on what works.
Empathy is at the heart of Marketing
Sonder is defined as that moment when you realize that everyone around you has an internal life as rich and as conflicted as yours.
Empathy!!
A marketer is genuinely curious about people. She wonders what others are struggling with, what makes them tick. She is fascinated by their dreams and their beliefs.
She embraces their lack of time, attention they wrestle with every day.
They are eager to pay you with attention but they may trade their attention for something they need or want.
Our job is to watch people, figure out what they dream of, the create a transaction that can deliver that feeling.
In many ways all 7 billion of us share the same basket and have the same needs, wants, desires, dreams, pains, joys, with a ton of overlap.
Belonging, adventure, connection, freedom, live, community, health,etc.,etc., and we could add more.
And we begin with assertions about what we think we see that the people we serve need and want. Assertions of what’s on their minds when they wake up, what they talk about to themselves, when no one is eavesdropping, what they remember at end of day.
Don’t begin with your protocol, your systems, begin with your story and promise that will interact with their dreams, desires needs. Begin with dreams, fears, problems, emotional states, and with the change your clients/students seek.
Marketers Begin Here
People First-Problem First
The Open Heart Project
A case study
How did it become 20,000 members?
- Start with empathy to see a real need. Not an invented one but what would matter here.
- Focus on smallest viable market- how few peopl could find this indispensable and still make it worth doing.
- Match the worldview, beliefs, dreams , personal visions of those you serve. Show up with a story they want to hear, told in a language they’re eager to understand
- Make it easy to spread. If every member brings in one more member pow!
- Earn, keep the attention n trust of those you serve.
- Offer ways to go deeper. Instead of loony for members for your work, look for ways to do work for your members.
- At every step along the way, relieve tension as people progress on their journeys towards their personal vision n goals.
- Show up often. Do it with humility and focus on what works.
What do people want?
What do I want?
A shift in their emotional states, to move from fear to belonging
Within that ‘want’ is a huge amount of freedom to serve
If you want independence, you need assets or reputation or both
If financial freedom, you have to deliver enough value to right people who will pay you for it
So what change do I want to create and how n who do I seek to serve?
Always be testing! And don’t be boring, be interesting, passionate, willing to risk, get out of comfort zone.
Do art! Do work you’re proud of.
Always be seeking, connecting, solving, asserting, believing, seeing, and TESTING!
Be willing to be wrong
Scrapbooking mindset
The Irrational Pursuit of Becoming
Irresistible
The heart and soul of a thriving enterprise is this pursuit
When designing creating a website, blog, email campaign, vlog, impact group, podcast, any new project,
Scrapbook it!
Find, create those things that your clients you engage with will be attracted, give their attention to, and trust.
Typefaces, pricing, offers, images, interfaces, memes, break em down and rebuild into original, irresistible new thing.
What is it?
A different story, a different extreme, a different sort of scarcity. Delivering on the edges.
MacKays is not selling ice cream are a symbol, a beacon, a chance to engage. It’s not rational it’s emotional, it creates energy, magic , memories, an experience,
Going to Extremes Finding an Edge
Standing for something
There are too many choices
What differentiates us, our people, our enterprise.
Seeking Smallest Viable market
A virtuous cycle. The network always wins
Your best customers become your best sales people
Advocates, evangelists.
Currently we are status quo. That’s different than Leo is the new shiny toy…everyone’s doing it.
The key is we’re status quo now, used to be we were everyone’s doing it
The key is everyone’s doing it
How do we re- create that tension that my friend is doing it, I trust them, I must do it.
How do we create the status tension of I’m missing out.
The engine of culture is status, belonging, being in.
We have to be right there where people are doing IP creating tension- I’m missing out.
Every good client gets another one.
Dead end customers aren’t worth the trouble
Silent, jealous, customers who think you need to be kept a secret
You can’t grow your work on a cul de sac.
Our work to transform culture, families, thrives when the word spreads.
If you want the word to spread you need to to build something that works better when it gets spread
That creates the positive cycle you’re seeking. If works aligned with the virtuous cycle of social networks
This makes change happen individually and business-wise.
Uses talk about it
Weight loss works better if your friends, family, colleagues do it too. Group challenges at office.
Do it together. You’re either in the network or off/out of the network.
Your in or your isolated!
Build in social! Build in connectedness, belonging, remove isolation
Build in remarkable, right into the story of personal change, transformation AND remarkable is baked in when the service works better when I use it with others.
This is missing piece. The leadership of connection!
The conversation I’m motivated to gave with others, becomes the engine of growth. Growth creates more value, which leads to more growth
Metcalfe’s law
The network effect is at the heart of ALL growth, mass movement, culture change.
Think Apple, think ??
Using IP is better when your family, friends, co-workers use it
It’s simple-the tension is a colleague says, “you’re missing out”
We have lots of people who are now our cohorts, students, who love us. Give them a tool to interrupt their peers, family. It’s baked right into the protocol, service, to create a pattern, habit, status quote interrupt.
What pattern are we interrupting and how?
This tension, pattern interrupt is the tension of being left behind.
If you feel like your coercing, manipulating or causing them to be afraid, you’re doing it wrong.
Creating tension is different is the promise we can do it, make it through the transition. Forward motion is possible.
Help create forward motion to relieve tension.
Help create these little tension gaps, so people move forward and the reason they do is because of status. What does the tribe think? Who’s in? Where do we fit? Stand?
We can create tension, be an agent of change, movement or status quo.
Seek a Path or seek a miracle
Go for home runs or hit singles and doubles all day long.
The path is always the network and customer traction.
How many people are insisting their friends and colleagues use it?
As in right now!
Do they love it? Live it!
Do they live themselves more b/c they love you?
Who do we matter to?
1000 True Fans
True fans show up. True fans spread the word. Never doubt this. If word is not spreading, you don’t have true fans.
True fans want to feel Connected.
Moving from Service Provider Biz model to Network Orchestrator
Consider a platform for our clinic to connect people, allowing them to interact, contribute, belong network.
We make change happen, but deep change is difficult and so worth it.
How do we use the internal narratives to change people’s actions?
We carefully spread the story of us. Us meaning, Steve, Sue, Joy, Wes, etc why playing to the desire, dream of change people want.
Pics-People want change for status- the picture in the wall, their name on the biggest losers list, the signature on z20, 30, 40lbs etc
Stories- a simple transaction- change for status, be somebody, be one of us, be in with the in crowd.
Everyone deserves a standing ovation at least once in their life.
It feeds the serotonin hormone of the right side of the brain
Every biz, every project, every interaction, every coaching session exists to make change happen.
Why does it or why doesn’t it?
Everyone always acts in accordance with…
Their internal narratives.
People want to take action or not take action that reinforces their internal narratives.
Changing our behaviour is driven by our desire to fit in people like us do this like this) and our perception of our status (affiliation an dominance).
Both often push us to stay the same, it takes tension to change them.
The core of our market, are enriched and connected by the change you seek to make, organically shares the word with the next layer of the market. These are the people like us who do things like this. This is people like us.
In order to change a culture we must begin with an exclusive cohort. (People like us). This is where we can offer the most useful connections.
Who are our exclusive cohort (people like us)?
