I distilled my 4 years of marketing lessons into minimalistic visuals. (Part 2) 1. Scarcity drives demand. 2. Big money is made by selling status. 3. Attract the audience with short-form content. Keep the audience with long-form content. 4. Selling prevention is hard. Selling cures is easy. 5. The more you repeat your offer/products, the more your audience remembers it. Consistent repetition makes them buy from you. 6. Do not compete on price. Compete on value. Price whatever you want, but make it more valuable than the price. 7. People don't care about your product. They care about what your product can do for them. 8. Do not order them to. Show them a dream. 9. Technical language doesn't sell your product. Bro language does. Book a call with me to start your digital marketing journey: https://lnkd.in/gARnicmk
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Wal Mart has a well known business practice for forcing suppliers to cut prices otherwise they’ll carry their competitors instead to undercut their competition like Target. Perception of scarcity and perception of need can increase perceived market value to your advantage. The dream is more of a narrative such as how much their lives are better with a product or service. The narrative can be done with propaganda techniques such as band wagon to poisoning the well to a variety of other tactics. The more simple the message, the easier it is to understand for the audience. Show, don’t tell, right?
A lot of the time what we sell is never what it is at the surface level. You don't just sell a product, you sell an idea, an experience, or a story. Most people today wouldn't find use for a lot of what is on the market if it wasn't made with a meaning. Understanding the market value, the target audience, the product goal, and the story behind the product is the key to finding the right way to sell your product. The idea is to appeal to the audience, and make them want you
Love the minimalistic approach. Yasmine Khosrowshahi Simple yet effective storytelling is key to a brand’s value proposition, pretty much like this post. I have a question for you, which segment do you think resonate the most with ‘bro language’? I’m curious to hear your thoughts on tailoring communication styles for different demographics.
As a #ContentMarketer, this one really stood out to me: "Attract the audience with short-form content. Keep the audience with long-form content." Yes and yes. But also some short-form content to keep them via nurture campaigns and regular touch points: "Hey, you've been our customer for years. We don't take that for granted. Anything we can assist you with?" (And this will likely always be true: Exponentially less #MarketingBudget required to keep an existing customer versus attaining a new client. Plus the upsells and the wider adoption of your solution for larger enterprises.) ________ "People don't care about your product. They care about what your product can do for them." This is one of the reasons I'm on a lifelong crusade to remove "We're excited..." from all content. Sorry, but nobody cares if the business is excited. Tell them what THEY have to be excited about. ________ "Do not order them to. Show them a dream." Make it effortlessly easy for them to visualize success with your solution. (Or, without calling them one, make them feel like an idiot for operating without your solution.) ________ Nice post, Yasmine.
Yasmine Khosrowshahi you've deftly illustrated that marketing isn't just about having the best product - it's about commanding the psychological levers of desire, aspiration, value communication, and systematic reinforcement in a language people intrinsically understand. These are stellar lessons to internalize for any brand, business, or personal brand looking to truly resonate and move audiences. I'd be curious to hear any other key principles you've found particularly impactful from your marketing experiences?
What if we sell charity packages of obesity prevention to obese people, retroactively 'curing' (preventing) thousands of people from the horrible predicament they got into? Writing this as an often obese, usually overweight person struggling with this since early childhood. I think as far as charity and status go, we can monetize the preventative effect if we advertise to people who are suffering or have suffered the consequences of the problem we try to prevent.
I love this, We generally fail to market the products in a simple way that resonates with the audience, No matter what the technical feature, the first line that customer read should definitely create curiosity and interest in buying that product. The picture reflecting 200W charger—yes, that is subjective, as one states the technical ability and the second states the USP of the product—can't be compared! But yes, what I loved about it was the act of driving the attention of the audience by tapping into the 'needs'!
The great salesman Harry French gave me that advice from #7 in 1980. 7. People don't care about your product. They care about what your product can do for them. He said "Customers don't want your product, they want at solution to their problem, and Jay, our job is to provide that solution, even if it is not our product, but we help the customer" Harry was a very successful salesman.
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4wThe truth is that these points emphasize profit maximization and consumer manipulation, often at the expense of ethical considerations, sustainability, and long-term value, aligning them with extractive and profit-centered economic models. It’s time to change our mindset and introduce different models.