Learn This Marketing Rule and Kill It Like Big Companies

I’m sure you also ask this question: “How the hell those companies kill it with their ad campaigns?”

A Marketing Campaign Stormed Through A Country

Last time I asked this question has been an instance that Amazon Türkiye has started a campaign to refund the money as the price has been changed. Even though the amount that refunded was minor, all the Turkish customers were kind of shocked and shared what they went through on social media all together. It was an example of brilliant marketing strategy. Showing the customers that they value customer satisfaction not with words but actions. And that’s what convinces people.

Number One Marketing Rule

How did they achieve it? The answer is marketing and its roots in human brain and behavior.?

I classify all marketing and sales efforts into three levels: human behavior, marketing and sales.?

What is generally confused is that marketers think they don’t need to know about psychology and its sub-branches. They are something that academicians need to know, for them.?

However, this is not the case. I could see this when I read Robert Cialdini’s legendary book. There are many PSY academicians out there but I would like to tell you about Robert Cialdini and Blair Warren at this time as they’re my favorite authors. You won’t get it until you read it guys. As the well-known phrase goes?“you can't understand until you've walked a mile in someone else's shoes”,?a marketer who doesn’t value the importance of psychology in marketing world cannot appreciate its role.?

Haters Gonna Hate

I know a person just like I’ve mentioned earlier; he works in marketing but feels frustrated that why so many bloggers and authors recommend Cialdini. He clearly doesn’t understand why people like the book that much. The answer is, you’re just a marketer! Or you’re just a salesperson. It doesn't matter, there's a missing part.?

In order to make sense of the difference between those three fields, we can take a look at tree allegory. Yeah sales people close the deal but until that point what is done and who was in action? They just deliver what is prepared right? Or not.

Remember,?all marketing tactics and methods without any exception come down to some basic principles.?If you digest them correctly, you can employ and transform them into your specific circumstances. And without those basic principles, you just watch and try to fake those who could made sense and practiced them.?

With Which One Amazon Succeeded in This Campaign

In the example below, Turkish guy called M. Ertu?rul K?ker (66) sharing his opinions and feelings regarding Amazon Türkiye:?I have not run into a company like this in Türkiye. As the export prices go down in Germany, Amazon refunds. (…) I want to see this kind of companies in my country, do I ask too much?”

What principles did Amazon Türkiye employ in this campaign? What did they get right? As we see in the screen shot tweet, they (Amazon TR) have sensed the need for honesty and critical urgency not attempting to get away with when they can deceive the customer in any way. It is just one thing. More marketing aspect of the story is that they succeeded in applying One Sentence Persuasion principles correctly.

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies."

As far as I can draw personal conclusions, they used the principle of?helping them throw rocks at their enemies.?Most of the companies in Türkiye are not seen as friend of the society, they are accused of deceiving people when it is possible. You know what I mean right. And Amazon differed itself from the rest of the companies in Türkiye by showing that “I’m by your side”, “Unlike others, I defend your rights even though you’re not aware.” Some other factors can also be included in this analysis.

I hope you saw the importance of diving deep in the principles of psychology and persuasion. That's the number one marketing rule. We'll touch on second rule of marketing.