100 Things I Know About Marketing

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100 Things I Know About Marketing (Part 3)

51. Marketers must create content that appeals to the heart as well as the mind - inspire, connect, build trust.

52. It’s overlooked but word-of-mouth marketing is a powerful way to market.  

53. A good story is not just something to read on a page — it’s an experience. Think of your brand as a story you’re telling over time.

54. What you learn today will likely be obsolete in 5 years. Become a lifelong learner.

55. You need to understand your competitive environment but don’t let competitors drive your strategy. 

56. Don’t underestimate feedback especially real-time feedback. Be a customer for 1 day every month.

57. Marketing is finding and creating loyalists, then study them to know how to continue to delight them. 

58. Real insights come from seeing the world through someone else’s eyes.

59. Eliminate jargon and simply say what you mean. The clearer you can be with your communication, the better.

60. The more detailed you are in your branding strategy, the easier it will be to succeed when you execute those strategies.

61. The role of the CMO is marketing - growth marketing, content marketing, digital marketing - it’s doesn’t matter what you call it, what matters is the impact on the business. 

62. Marketers are in the business of capturing attention, building trust, maintaining reputation, and motivating people to take action. 

63. A vision and mission are necessary to unify people in a business and provide employees with a sense of identity and a foundation on which the company can build its future. Don’t skip this step.

64. Use content to make your customers aware of a problem they didn't know they had and give them the perfect solution.

65. “Brand” is a noun. It’s an object. "Branding” is a verb. It’s action! They are not interchangeable.

66. Strive for simplicity, don’t overcomplicate your brand or your message. 

67. Brands often fail because of a lack of vision. If you don’t know clearly where your headed, neither do your customers. 

68. Simply put, brand positioning is positioning your brand in the mind of your customer. It will occur whether or not you are proactive in developing it. Be proactive. In ‘81 Ries and Trout defined it beautifully, “an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”

69. Each customer has their own idea of what you are. Marketers can influence it but we don’t have the power to change it. 

70. Customers are the star of their own unique journeys. Our job is to understand what obstacles they face on their quest and to determine how best to support them in completing a successful adventure.

71. Nothing can move people to action better than a good story.

72. Sometimes we overcomplicate marketing. There are lots of simple creative options to reach your customers, don’t underestimate sampling, street marketing, and going where your customers are.

73. Beautiful Instagram posts and content strategies are cool and fun but at the end of the day, we're here to sell more stuff, to more people, for more money, more often (a famous quote from Sergio Zyman). Let's not lose sight of the goal.

74. Marketing tools themselves won’t make you successful; it’s how you use them.

75. Martech must be a balance of automation and humanization. You need both. 

Check out Part 1 and Part 2

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