You probably have bullet points in your CV. If not, write down a few. Now, try to rewrite the same content in two or three paragraphs. Keep this format, but now tell a story with a clear beginning-middle-end structure. Do this exercise for emails, cover letters and everything else you have written with bullet points. This… Continue reading Try it out…and see how it works
Don’t be afraid to share your ideas. Ideas alone do not have owners. The accomplishments have. Ideas can be found by many but realized by few. This is why success is not defined merely by thinking of a solution, but having the ability and persistence to find ways to make it viable. Sharing is multiplying.
It is the same fear that negatively affects many companies. But not necessarily the fear to look at their bank account, but maybe to look at an internal problem, structural, tactical, etc. The action is only taken when the bomb explodes, but maybe at this point, a major damage may have already been done. Remember,… Continue reading The fear of looking at the bank account
Do you want need to understand people? Go and make it on your own. Why? I’d rather say “Why not?” I know there’s a lot of information available on the internet because Google makes it easier for you. But I will give you just some reasons to do it yourself: a) Doing this makes you… Continue reading Go make a research on your own
For a long time, people were framed in categories. As if they had a barcode. Men, single, rich, 25-39 years old, from the southern region. And from that summary, companies developed products and services for this particular audience. Nowadays, people play different roles of consumption. People belong to tribes, but not only one. A person… Continue reading Different roles of consumption
When I started this blog, it was initially in Portuguese (just for the record, I am Brazilian). But when I decided to change to English something curious happened. Suddenly, the statistics have completely changed. It is interesting because the content remains the same. The only thing that changed was the “how”. The point isn’t about… Continue reading What and How
A different company for different customers: the black and white store.
Most companies want to grow. Their intent is to make money and more money. They believe that money is the main goal, although they state that they are focused on customer needs. Ok, if your company is like this then all you need to do is to create a mass product, mass advertising, mass marketing.… Continue reading What’s your purpose?
You can’t change everything or everyone, but you can change the people who matter.
Marketing is about change–changing people’s actions, perceptions or the conversation. Successful change is almost always specific, not general. You don’t have a chance to make mass change, but you can make focused change.
The challenge of mass media was how to run ads that would be seen by just about everyone and have those ads pay off. That problem is gone, because you can no longer run an ad that reaches everyone. What a blessing. Now, instead of yelling at the masses, the marketer has no choice but to choose her audience. Perhaps not even with an ad, but with a letter, or a website or with a product that speaks for itself. And yet, our temptation is to put on a show for everyone, to dream of bestseller lists and the big PR win.
So the first, most important question is, “who do we want to change?”
If you can’t answer this specifically, do not proceed to the rest. By who, I mean, “give me a name.” Or, if you can’t give me a name, then a persona, a tribe, a spot in the hierarchy, a set of people who share particular worldviews. People outside this group should think you’re crazy, or at the very least, ignore you.
Then, be really clear about:
What does he already believe?
What is he afraid of?
What does he think he wants?
What does he actually want?
What stories have resonated with him in the past?
Who does he follow and emulate and look up to?
What is his relationship with money?
What channel has his permission? Where do messages that resonate with him come from? Who does he trust and who does he pay attention to?
What is the source of his urgency—why will he change now rather than later?
After he has changed, what will he tell his friends?
Now that you know these things, go make a product and a service and a story that works. No fair changing the answers to the questions to match the thing you’ve already made (you can change the desired audience, but you can’t change the truth of what they want and believe).
Today I woke up in the morning and came across this post from Seth’s Blog.
I decided to share with you without changing a single word.
Seth is the kind of person who has the ability to impress and provoke you at the same time. He has written seven bestselling books and talks a lot about ideas and tribes.
Thank you, Seth.
With no exception. If there is no solution, then it is not a problem. It’s a fact. So, if you’re facing a real big trouble, you must remember…do not quit until you find a way out. Because if it’s really a problem there IS a way out.
How many times have you had problems to buy a product or service? It is no accident that the image of the marketer is ruined today. One given company has plenty of money but misleads consumers to reduce their costs. They sell products with the promise to deliver 500 ml content, when in fact there are… Continue reading We want (need) the true Marketing
You spend enough time thinking about how you will do to get that job, which is quite good. But what really makes you worthy? After all, what every employer wants to know is what you can do to contribute in that role. If you focus on this issue, you will be answering the doubt what goes on… Continue reading Looking for a job or getting it?
We used to hear that one dissatisfied customer spreads his problem with 10 other people. This information is no longer true. Not anymore. Social Media has changed the scenario. Now 1 dissatisfied customer can share his issue with hundreds or even thousands of people.
It’s really different watching a game on TV and attending a live performance, isn’t it? You capture so many details when you are watching soccer stars playing the game with your own eyes. Sourrounded by thousands of people, you scream as loud as you can to motivate your team to go on the attack while… Continue reading For some important subjects, the digital can’t replace the real.
Most of the things we discuss here you already know, there seems to be nothing new. With the internet, people have access to information. But Marketing is not merely having access to information. It is about knowing what to do with them. I combine this with that and… KABUM! Something magic happens. Before I get… Continue reading The world changes. We change. So, what about the goals?