This is Marketing Flashcards
The five steps to successful marketing
1) Invent a thing worth making, a story worth telling, and a conversation worth talking about
2) Design and build in a way that a few people really care about
3) Tell a story that matches the narrative and dreams of that group of people, the smallest viable market
4) Spread the word
5) Show up, consistently, year after year
What are two characteristics of humans that the best marketers know?
1) Humans tell themselves stories they feel are true, it’s dumb to try and pursuade them otherwise and go against the current
2) What you say about yourself isn’t nearly as important as what you believe others say about you
Three statements you need to answer to make the marketing promise -
1) My product is for people who believe…
2) I will focus on people who want…
3) I promise engaging with what I make will help you get…
What is a visual way to show the market position vs. competition?
Plot you vs. the competitor on a graph of variables that matter for your market.
What do you need to do before you identify the product and solution?
Identify the feeling you are trying to achieve.
What is the mantra people say in their head regarding a decision?
People like us, do things like this.
How do you define the “us” in “people like us” who you are targeting?
1) Map and fully understand the worldview of the culture you are seeking to change
2) Put all of your efforts toward this group, and ignore everyone else
How is it best to understand peoples wants and needs? What are three common confusions around what people want?
Watch what people do, don’t ask them.
1) People confuse wants with needs
2) People are familiar with their wants, but don’t have solutions
3) People’s wants are very different
What are six things about status?
1) Status is always relative. Perception relative to others in the group is what matters.
2) Status is in the eye of the beholder. Low by outsiders, but high internally..both are true.
3) Status attended to is status that matters. Only matters when the person cares.
4) Status has inertia. More likely to work to maintain status (not to let it drop) than to change it.
5) Status is learned. Beliefs start early, cohort can change views in very little time.
6) Shame is a status killer, and it works. If we accept shame, it adjust status.
Understand the status paradigm of those we seek to change.
What are the two ways people measure status?
Affiliation - Who do you know, who trusts you, how have you helped the group. Goal is to be part of a group.
Dominion - Power, who has it, mine not yours.
Understand customers worldview, and what they’re trying to achieve.
How should you design symbols of your company?
Send a signal that is familiar, something to trust, then change it enough to let them know it’s you.
What is the best reason someone talks about you or your product?
When they are actually talking about themselves. People love it.
Marketers are one of three things
Ignored
Sneaking around
Trusted
Why do most customers not make it through the funnel?
Because there is a disconnect between what they hear at one level and what they experience at the next.
Six guides to designing your marketing funnel.
1) Make sure the right people are attracted
2) Make sure the promise aligns with where they hope to go
3) Remove steps so fewer decisions are required
4) Support those engaging with you, reinforce their dreams and ameliorate their fears as you go
5) Use tension to create forward motion
6) Hand those who have engaged in the funnel a megaphone to tell others.
