1) Marketing Around Your Product
2) The goal of every marketer is to create a purple cow, a product or experience so remarkable that people feel compelled to talk about it. Remarkable goods and services help ideas spread—not hype-filled advertising.
The challenge lies in figuring out what’s remarkable and actually making the remarkable happen. I believe the best way to do that is to craft a story that someone enjoys telling to himself. Before we are able to share a story with friends, colleagues or the Internet, we need to tell it to ourselves.
3) She could try to grow by persuading people who don’t care about her particular style of ambience and healthy foods and fluffy couches that this place is better than Starbucks. She could grow by persuading people to eat more soy so they don’t have a heart attack. Neither approach stands a chance of working. People don’t want to change their minds.
Instead, Vivian is growing by reaching out to communities that will choose to pay attention, to individuals who have a worldview that will embrace the story she’s trying to tell.
Of course, Vivian will really have a home run once her loyal customers start telling stories to their friends—friends who might not share the worldview but are eager to do something that others are doing, eager to hang out at a place beloved by their best friends
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