Welcome back. Today, we’re going to talk
about what is marketing. I’m going to give you a simple answer to this and also
give you simple tools and techniques you can use to take your marketing game to
the next level. What is marketing? And how is it
different from sales? Marketing is how you talk about your business. It’s how
you show up. It’s that feeling that you get when you open up a new iPhone. And
you feel that pause as you pull that box apart. That’s not just by happenstance
that that happens. That’s specifically designed for the experience you have as
you open up that brand new Apple X or whatever the next one’s going to be. They
think about these things. Big firms, big marketing designers, they think about how
is this going to make our customer feel? So, I want you to start thinking about
how does your thing, your product, your service. How does it make your customer
feel? In my opinion, marketing’s job is to make sales come in. I don’t know if all
the marketing gurus would like to hear that. But I really think that marketing
is job is to make sales easier. Every salesperson, every business owner, they
want sales to come in. They want more revenue. And so marketing is the easy
thing people think about to make that happen.
Think about your favorite brand. Let’s talk about away suitcases. Not too long
ago. All the suitcases looked like your grandma’s. They were either falling apart,
they were super expensive or they were just plain hideous. I know I had a
hand-me-down piece of luggage that I think was from my grandma. And it was
ugly. Jen Rubio, the owner and founder of a way suitcases.
She had this problem. She is the genius. Marketing and branding mind. And she
thought it wouldn’t be so hard to make a piece of luggage that was pretty that
worked well. Those cheap. And so she did. And she used
her marketing genius to build a brand that people really and truly wanted. So,
when you think about those suitcases, the ones that you see all over the airport
today, the ones that are colorful, that are
vibrant, that have chargers in them. Think about the way that it’s marketed. As
you’re walking through the airport, you notice them. They look different. And
that’s marketing. Right then and there, they built marketing into their product.
It looks different. People notice it. If you have a product, think about this: How
can your product look different. How can it attract attention? Is it buzz worthy?
Will people want to talk about it over dinner? Will they want to share it with
their friends through a referral because it’s cool and trendy to talk about? These
are just some of the ways that you can make your product market itself. And in
the early days, using your product to market itself is the best form of
marketing. So, back to the away luggage example. One of the things that they did
a cheap and easy way to market their brand was they started reaching out to
influencers asking them to take a picture of themselves with their luggage.
While they were packing. Isn’t that bizarre. Who wants to take a picture of
themselves packing before a trip? People didn’t do it at the time. But they
specifically asked their customers to do that and then post it to social media. It
was this new thing. And for Millennials, who was the target for a way, it took off.
Millennials love to travel. And so they started seeing these people taking
photos with these pretty suitcases and they wanted to learn more. They wanted to
understand, “Hey, how can I get one of those?” And so, it was this really cheap
and effective way to share the news to make it buzz worthy. So, think about
what you do. How can you take what you do and make it something people want to
talk about. Brainstorm. Who is your customer? What do they like? What do they
want to talk about? This is marketing. This is the conversation that marketers
have. They get into the minds of their customer. Start thinking the way that
they think and start giving them content to use and spread. Marketing doesn’t have
to be all Superbowl ads and million dollar campaigns. It can be things like
hashtags and social media posts. You just have to get into the mind of your
customer. Start thinking the way that they think and make sure that the
experience they have with your brand, with your company, with you is positive.
Thanks for being here today. So grateful you were. I would love to share my custom
sales blueprint with you and I think it would be helpful not only for your
marketing game but your sales game too. You can grab it from the link below.