-
Anticipated, personal and
relevant
advertising always does better than unsolicited junk.
-
Making promises and keeping
them is a great way to build a
brand.
-
Your best customers are worth
far more than your average customers.
-
*Share of wallet is easier,
more profitable and ultimately more effective a measure than
share of market.
-
Marketing begins before the
product is created.
-
Advertising is just a symptom,
a tactic.
Marketing is about far more than that.
-
Low price is a great way to
sell a commodity. That’s not marketing, though, that’s
efficiency.
-
Conversations among the members
of your marketplace happen whether you like it or not. Good
marketing encourages the right sort of conversations.
-
Products that are remarkable
get talked about.
-
Marketing is the way your
people answer the phone, the typesetting on your bills and
your returns policy.
-
You can’t fool all the people,
not even most of the time. And people, once unfooled, talk
about the experience.
-
If you are marketing from a
fairly static annual budget, you’re viewing marketing as an
expense. Good marketersrealize that it is an investment.
-
People don’t buy what they
need. They buy what they want.
-
You’re not in charge. And your
prospects don’t care about you.
-
What people want is the extra,
the emotional bonus they get when they buy something they
love.
-
Business to business marketing
is just marketing to consumers who happen to have a
corporation to pay for what they buy.
-
Traditional ways of
interrupting consumers (TV ads, trade show booths, junk
mail) are losing their cost-effectiveness. At the same time,
new ways of spreading ideas (blogs, permission-based RSS
information, consumer fan clubs) are quickly proving how
well they work.
-
People all over the world, and
of every income level, respond to marketing that promises
and delivers basic human wants.
-
Good marketers tell a story.
-
People are selfish, lazy,
uninformed and impatient. Start with that and you’ll be
pleasantly surprised by what you find.
-
Marketing that works is
marketing that people choose to notice.
-
Effective stories match the
worldview of the people you are telling the story to.
-
Choose your customers. Fire the
ones that hurt your ability to deliver the right story to
the others.
-
A product for everyone rarely
reaches much of anyone.
-
Living and breathing an
authentic story is the best way to survive in a
conversation-rich world.
-
Marketers are responsible for
the side effects their products cause.
-
Reminding the consumer of a
story they know and trust is a powerful shortcut.
-
Good marketers measure.
-
Marketing is not an emergency.
It’s a planned, thoughtful exercise that started a long time
ago and doesn’t end until you’re done.
-
One disappointed customer is
worth ten delighted ones.
-
In the googleworld, the best in
the world wins more often, and wins more.
-
Most marketers create good
enough and then quit. Greatest beats good enough every time.
-
There are more rich people than
ever before, and they demand to be treated differently.
-
Organizations that manage to
deal directly with their end users have an asset for the
future.
-
You can game the social media
in the short run, but not for long.
-
You market when you hire and
when you fire. You market when you call tech support and you
market every time you send a memo.
-
Blogging makes you a better
marketer because it teaches you humility in your writing.
