Marketing

 Core Principle of Marketing

" It's all about perception of value " 

All of marketing tactic could be understood using human evolution

All of marketing is already form under path dependent, therefore it is easier to lead (or manipulate)

Effective marketing is focus on the subconscious and unconscious part of human (forming high value of perception by storytelling, experiences...) not the conscious part

 

Below are the things that I learn from various books, and with my tiny experiment, I try to conclude for myself what the fuck marketing is:

" Create your own unique category where you can be the leader " from law number 2 of 22 Immutable law of marketing.

- In ecological environment, the alpha is the one who lead. That being said, by creating a new category, you become the leader who leads. The benefit of becoming a leader is everyone look at you with perception of high value. 

" Purple cow " from Seth Godin book name Purple Cow. 

- Work the same way with law number 2 of 22 Immutable law of marketing. When you enter a fish market, in the crowded place that sell fish, you want to go to the reliable and highest valuable fish that you already bought. By being a purple cow, you separate yourself (Create your own unique category where you can be the leader) and dominate that area of niche.

" Smallest viable audience " from Seth Godin 

- If you focus on the big market or everything for everybody, you eventually become nothing for nobody.

When focus on smallest audience, you serve as the leader in the smallest group and eventually you create your own unique category where you can be the leader.

" What's the least crowded channel " from Tim Ferriss

- By looking at the channel that the least serve but crowded of people, you enter the market where you make your own rules (create your own unique category where you can be the leader)

"People Don’t Buy Products, They Buy Stories" from Seth Godin

- Effective marketing is about entering people subconsciously and unconsciously, take Bible for an example. If everyone buying a service for it task, then big brands logo (Nike, BBC, Meta, Coca Cola...) would pay for Indian guy from Fiverr or Upwork to do it. By creating compelling storytelling, people perception of that story translates into you and make it high value perception in their eyes.

"Positioning > Promotion" from Seth Godin

- In information age, advertisement is blend in with normal content, the highest bid win. But positioning to attract the right customer to your services / products matter much more. By creating high value product, advertisement becomes second hand and content marketing take the crown. Why? Because all social media or Google SEO focusing on organic more and more rather than pay ads, and when you publish an advertisement, it needs to go through consideration of third party and takes a lot of time, when publishing content is not.

"Trust is the New Currency" from Seth Godin

- The path dependent of marketing is: Demonstrate high value product/services through publishing content -> Create trust by providing what your brands believe in. Back to the story of fish market, the only reason you go back to buy fish from previous place because 1. It demonstrates high value the quality of the fish and 2. You put your trust in the place because the quality of its.

"Pricing down is stupider than pricing up" from Me 

- For ages, I bug myself on why people buy the same product/services but with different prices. The reason for the difference of price is 1. quality and 2. perception of value. For 1 is unnegotiable and 2 is perception of value display when you select the people you want to sell to therefore demonstrating how high value your product is (I learn this from pick up artist community). Therefore, by pricing up, you show people the perception of how you value your product and then people get curious about why it so high like that (but obviously don't sell the price that even Elon Musk or Putin cannot buy).

"The Lindy effect " from Lindy 

- " The Lindy effect proposes the longer a period something has survived to exist or be used in the present, the longer its remaining life expectancy. " -Wikipedia. This comes back to 1 of Seth Godin advice but a little bit changes, Trust is already a currency. One reason why Lindy effect works is because it's already stood the test of time, meaning stand the test of black swan also. Therefore, it increases trust day by day by the trust from people seeing it every day, everywhere for every time. You can take chair as an example of Lindy effect but not many "innovative" chairs could stand the test of time.



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