5 Quotes to Inspire Marketing Brilliance
Spending all your time researching startup marketing tactics and evaluating tools and building campaigns can rapidly drain your inspiration and your connection to why you do what you do. Sometimes the best advice for snapping out of it, doesn’t even come from marketers. It can come from authors and designers and artists of all kinds. Marketing is all about telling stories and that practice is as old as time. Take a minute and learn from the best.
“People don’t buy what you do, they buy why you do it.” — Simon Sinek
The market is overflowing with tools and platforms and solutions that can solve virtually any problem. Even if you come up with a product that is unique and you have true first-mover advantage, you can rest assured you’ll have plenty of company in the market within 6–18 months.
In light of our cluttered market, how do you differentiate? How do you convince your target buyer to choose you over and over again?
You connect that product to a broader mission, a story that explains not just what you do, but why you do it. A connection to that story, a recognition of their own self-identity within that story, is what compels someone not only to buy, but to evangelize.
“The human species thinks in metaphors and learns through stories.” — Mary Catherine Bateson
Especially when we’re marketing a technical product, too many of us fall into the trap of long, technical briefs detailing its various features or the specific mechanisms that make it work. Even when we keep the copy snappy and compelling, it’s all too easy to focus on the product, the product, the product. And yes, of course the product is important, but it doesn’t put that information into a framework that conveys significance or genuine understanding.
Especially in the age of social media, when every mode of mass communication focuses on integrating each update into a broader arc, you must weave the key components of your message in the context of a story. That story is what conveys the ethos of your brand, the overall takeaway when someone considers your company, your product and your mission.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou
Marketers and business leaders all too often want to talk about the individual features of the product they sell. They’ll produce whole e-books or blog posts about highly specific components of a complex product, hoping to pique the interest of the prospective buyer who deeply cares. Most prospective buyers don’t though. They care about how a product is going to solve their problem, change their lives, make them feel.
Forget cataloging your features — or at least don’t make this a priority. Focus on the feeling your customers have when they use your product. Focus on the freedom you help them create or the pride you help them feel or the joy you help them experience.
“Simplicity is the keynote of all true elegance. ― Coco Chanel
You may have a complex product that solves complex problems. It may do this through a highly complicated and technical set of processes, a methodology that took years to develop, or a technology that only the most skilled can understand. No one really cares. Seriously, they don’t. You might have a few highly technical followers that find all of these details riveting and exciting. And you do need to accommodate those people as they could become the early evangelists you need, but in order to resonate with the early adopters, you need simplicity.
The elegance of your approach is what will be left swimming in the minds of your target audience. The elegance of your product is what will make early users rave to colleagues and friends. The elegance of your solution is what will convert visitors into users and users into loyal, happy customers.
“If you’re not failing now and again, it’s a sign you’re not doing anything innovative.” — Woody Allen
Especially if you’re a new to marketing or you’re a business leader tasked with taking on marketing out of necessity, it’s tempting to play it safe when it comes to strategy and tactics. I get it. You’ve only got so much time in the day and you’re not going to be inclined to play fast and loose with your company’s message or approach to reaching prospects. But a little risk taking can yield worthy rewards and teach important lessons.
Treat the development of your marketing the way you would your personal development. If you don’t know where to start, guess, test and iterate. Don’t be afraid to fail and always be ready to learn.
“Be yourself. Everyone else is already taken.” — Oscar Wilde
Developing a unique and authentic voice for your company’s messaging might be the most important thing you do as a marketer, but unfortunately if you’re a siloed marketing team, it also might be the most challenging thing you do. An authentic voice isn’t just about your product. It’s about who you are as a company and why you do what you do. More and more we see marketing teams leading the charge on company culture because culture should infuse the copy and design of every piece of content, every page of your website, every way you interact with your prospects and customers.
Now that you’re sufficiently inspired, get after it! Make sure you can direct that inspiration in the right way by ensuring you’ve done your homework and research about your target buyers. For help building buyer persona profiles, use our handy guide and templates.
Originally published at blog.younglionscollective.com.