Posts Tagged ‘padding-top’

    Everybody is a marketer

    But most of us don’t like to admit it. That’s because selfish marketers are pretty scummy. They steal our attention, they lie to us, they use shame and guilt and the short-term zinger to get us to buy something we don’t want and don’t need. That’s not you, of course.

    Getting serious about remarkable

    It’s not sizzle or hype or a fad, not when you’re serious about it. Consider FCP Euro , for example. They sell high-performance auto parts. Things like brake pads, oil, oil filters, etc.

    One step at a time

    If you want to teach, to change minds or to cause action, a consistent curriculum is always better than a single event. Drip by drip, with enrollment.             

    "Nothing matters more than results"

    Except for: Community, contribution and what our friends think Trust The perception of quality How much we like doing business with you Side effects and  self-esteem. Also… doing work that matters, with people we care about.

    Marketing about power and with power

    Often overlooked is the decision every marketer makes about how they will treat the issue of power (asymmetrical or not) in their marketing. Consider insurance. Companies like Allstate don’t market themselves as the dominant force in the relationship. They don’t say, “you give us money every month for a very long time, and one day, if we think it’s a good idea, we’ll give you some money back.” Instead, they say, “you’re in good hands.” Insurance is here to take care of you. That’s pretty different from the power dynamic we see implicit in the marketing of Harley Davidson motorcycles.

    What you know vs. what you do

    In 1995, my book packaging company published one of its last titles, an anachronism called, Presenting Digital Cash . It was the first book on digital cash ever aimed at a mass audience. And it was ahead of its time, selling (fortunately) very few copies. The examples in the book were current, but it was soon outdated. (The foreword was written by Neal Stephenson—someone who is ahead of his time for a living)

    Did you publish?

    They (whoever ‘they’ is) made it easy for you to raise your hand. They made it easy for you to put your words online, your song in the cloud, your building designs, business plans and videos out in the world.

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