Thoughts on Marketing

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Posted (edited)

What are the most fundamental marketing principles according to you, any rules of thumb, and mental models to understand marketing as a whole? 

Edited by HMD

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From the top of my head:

-Is not about your you. Is about them.
Fall in love with your customer, not with your product.


-Don't sell an app, a program, coaching... sell a better version of themselves.


-Your copy is not meant to make the reader understand.
Your copy is meant to make the reader feel understood.


-Good marketing is about telling how great you are. Great marketing is about making your potential customers understood.
When they read your copy they have to be saying to themselves 'yes, yes, yes... this guy gets me'


-Understand your customers problems better than them


-Dont tell them, show them.


-Always join the conversation happening in your ideal customer's head.


-Offer what they want, deliver what they need.


-Product > Marketing




And the first paragraph of the best book on marketing/copy, Breakthrough Advertising:

Let's get right down to the heart of the matter.
The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy.
Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people and focus those already- existing desires onto a particular product. 
This is the copy writer's task: not to create this mass desire—but to channel and direct it.


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Get experience 

"Unburdened and Becoming" - Bon Iver

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Every gap, fundamentally, exists because of a bunch of limiting-beliefs that the market holds relative to the unmet need that defines that gap. So, what the entrepreneur has to do, is to first figure out a way to meet that need by creating a product and getting a product-market fit. Then, the next step is for the entrepreneur to understand their market's limiting-beliefs relative to their need. Then, when it's time to market, the entrepreneur/marketer should hit at their limiting-beliefs and show them a new way to meet that need. And pitch their product as the solution! 

It is the most perceptive people of your market who will understand what you're saying to them. You want your values to align with their values in order to get long-term success in your marketing-venture. This will make or break your future in that niche. It will definitely make or break your ability to create a market-disruption in your favor! 


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