People don’t believe what you tell them. They rarely believe what you show them. They always believe what they tell themselves.” -Seth Godin
Feeling Boxed In?
“Outside The Box”
It’s been the standard in creative thinking for a waay long time. But no matter how hard you fight it, sometimes things beyond your control get you pushed and packed into the box.
Want to know the secret to getting out again?
Carry a box cutter.
The struggle with the box, and how you get out of it is the foundation to your creative education.
What’s your box cutter?
It does not matter how slowly you go so long as you do not stop”-Confucious
Marketing is about…..
______________ (fill in the blank)
All right spit it out…what did you write on the line??? Promotions??? Special Sales??? Web sites??? Direct mail?? All of those are correct. BUT (you knew that was coming) there is one word, one concept that underlies all of that and without it marketing is just throwing stuff at the wall and hoping it sticks.
EDUCATION.
Everything you do should be about that one word. If you aren’t telling people why you are the best choice then you’ll know how they’ll pick…by the lowest price-ack!!!
I found this really great quote written by John Tozzi. “Education is a part of marketing, but it’s something broader too. Marketing is creating awareness about a product or positioning a brand. But education is about teaching people something that benefits them — and also turns them into potential customers”.
Now ask yourself if just slapping the word SALE! is the only thing you need for successful marketing??
IT’S ALL THE SAME
“The surplus society has a surplus of similar companies, employing similar people, with similar educational backgrounds…coming up with similar ideas, producing similar things, with similar prices…and [similar] qualities.”
Kjell Nordstron, Jonas Ridderstrale in “Funky Business”
What are you going to do to change that?
