5 MARKETING VICTORIES I WON AND LEARNED FROM
By your request! From eating forbidden apples to riding airborne sharks! While thoroughly naked! Here comes the companion post to the post on five marketing sins I committed and learned from. This time about five marketing victories. So, take off your pants, hold on to the fins (or the tail, or the sides, or the many rows of teeth), and let's take a wild ride into the vast marketing sky the color of nipple-pink.
Despite all my marketing mistakes, I have intuitively (at times), by accident (at other times), and finally, due to gained experience, done some things right. I attribute most of it to learning how to survive at home and on the street (when I was growing up as a kid in Russia, that is). At home I learned to read adults and predict their behavior to escape a spanking or worse. On the street I learned to ask people for things I needed and get them—like free food or free rides. My guide was patterns. I'd look for patterns in behavior, and I'd decide on my next action based on that pattern. This made me a people-reader, a human psychology watcher, and a social engineer.
Later, when I had my start-up, I read lots of books on marketing, and most of my wisdom (if there is some, indeed) I owe to Seth Godin on whose books I stumbled by accident, and whose ideas and concepts I've applied ever since. (I recommend you read all his books and subscribe to his blog for daily marketing nuggets of genius.)
On my gut level I always understood (without being able to put it into words) that marketing wasn't about selling a product to my future customers; marketing was about telling my future customers a story. If the story was delightful, the customers chose to take part in it. Meaning, they bought what I marketed to them. Meaning, I made a sale. BINGO.
I grew up telling stories that helped me survive. You know that kid who convinced you to give her change for a bus ticket? That was me. I did it out of necessity, until it became habit. My stories were improving, so later, when I read books on marketing, it clicked in my head. Storytelling. All marketing was, was storytelling. "I can tell a story," I thought. And so I did. It has proven the right strategy. So here are the things I did right.
- TALKING TO READERS
- APOLOGIZING AND MOVING ON
- STAYING HUMAN
- LEARNING AND TRYING NEW THINGS
- NEVER QUITTING
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