Bianca's Digital Garden


Search IconIcon to open search

This is Marketing - Literature Notes

Last updated Aug 15, 2023

# Notes


The first step on the path to make things better is to make better things.

Your emergency is not a license to steal my attention. Your insecurity is not a permit to hustle me or my friends.

Marketing 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.

Everything that we purchase—every investment, every trinket, every experience—is a bargain. That’s why we bought it. Because it was worth more than what we paid for it.

“Adherence to conspiracy theory might not always be the result of some perceived lack of control, but rather a deep-seated need for uniqueness.”

You’re not running around grabbing every conceivable lock to try out your key. Instead, you’re finding people (the lock), and since you are curious about their dreams and desires, you will create a key just for them, one they’ll happily trade attention for.

Marketing acts (interesting choice of word, acts) are the generous actions of people who care.

Emotional labor is the work we do to provide service.

This core basket of dreams and desires means that marketers, like artists, don’t need many colors to paint an original masterpiece.

If you can’t succeed in the small, why do you believe you will succeed in the large?

Marketers don’t make average stuff for average people. Marketers make change. And they do it by normalizing new behaviors.

Lazy marketers try to buy enrollment with flashy ads. The best marketers earn enrollment by seeking people who want the change being offered. And they do it by connecting people to others who want the change as well. And that change is precisely what marketers seek.

The purpose of our culture isn’t to enable capitalism, even capitalism that pays your bills. The purpose of capitalism is to build our culture.

If you want to build a marketing asset, you need to invest in connection and other nontransferable properties. If people care, you’ve got a brand.

If a brand is our mental shorthand for the promise that you make, then a logo is the Post-it reminder of that promise. Without a brand, a logo is meaningless.

Direct marketing is action oriented. And it is measured. Brand marketing is culturally oriented. And it can’t be measured.

Even “free” publicity costs you in terms of time and effort.

Marketing changes your pricing. Pricing changes your marketing.

We don’t know how to make a living if we give everything away. The road out of this paradox is to combine two offerings, married to each other: Free ideas that spread. Expensive expressions of those ideas that are worth paying for.

Low price is the last refuge of a marketer who has run out of generous ideas.

It’s almost impossible to spread your word directly. Too expensive, too slow. To find individuals, interrupt them, and enroll them, one by one . . . it’s a daunting task. The alternative is to intentionally create a product or service that people decide is worth talking about. I call this a Purple Cow.

The goal isn’t to maximize your social media numbers. The goal is to be known to the smallest viable audience.

This means that living on the long tail has two essential elements: Creates the definitive, the most essential, the extraordinary contribution to the field. Connects the market you’ve designed it for, and helps them see that you belong in the short head. That this hit is the glue that holds them together.

Yes, the internet is a discovery tool. But no, you’re not going to get discovered that way. Instead, you will make your impact by uniting those you seek to serve.

consider focusing on which steps to shift or eliminate. Explore what happens if people engage in your ideas or your community before you ask them to send you money. Invest in the lifetime value of a customer, building new things for your customers instead of racing around trying to find new customers for your things.

by dividing the market into many curves, not just one, we end up with many short heads and many long tails.

He has articulated a simple three-step narrative for action: the story of self, the story of us, and the story of now.