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@prakharbansal
Every business' success hinges on how much their audience trusts them.
As a business owner, your foremost thing is to build an engaged community.
How do you do this?
> Tell stories to your audience
> Provide value for free
> Be authentic and human
> Live and breathe your stories
Every business wants to become a brand. And the quickest way to build a brand is to build your audience.
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
Free to watch • No registration required • HD streaming
Role of euphemisms in marketing
Some people think that euphemism is just politically correct language - something that power hungry weasels (read politicians) speak.
But euphemism has more importance than that - it gives your brand's story a chance to survive in the market.
Imagine this, you logged in to your office excited to meet your new boss and learn that he/she is a former porn star. Most people would be uncomfortable in this situation. But they'll be absolutely okay working with a former adult entertainer.
Or maybe you would like to be a part of a committee? Of course not, everyone hates committees, no matter how good they are. But you would love to be on board an operational efficiency analysis task force, wouldn't you?
Euphemisms help us the same story with softer words allowing our story a fighting chance.
It gives the audience some time to think before deciding to pay attention or not, instead of saying no and slamming the door on your face.
Do words matter in marketing?
When you have identified the people you are going to tell your product's story to and they share your worldview, then you have people who are paying attention.
Here's the next important thing now - vernacular.
Really? Does Word usage mean and matter that much?
Imagine this - you are sitting in a loud street and are thinking of a new strategy to increase the user base for your platform. How does it feel? Difficult, right?
Now imagine doing the same thing in a nice open-air cafe, sipping hot cocoa, surrounded by trees and singing birds. Does the thinking become easy now?
Vernacular is important for your story. In fact, when you have the right story, the way you are telling the story and the colours you give it are more important than the story itself.
Every successful marketing campaign relies on two things - a niche that shares your worldview & the niche being large enough to influence their circle.
What does this mean?
If you are fighting an election and your story revolves around why you are better than the other candidates, you have a niche of voters. But is that niche of voters large and influential enough to persuade their friends and family to vote for you and not the other candidate?
That is why, the first important step is finding the niche. They will hear your story. Then that niche has to be influential so that your story spreads. Because not everyone who hears your story will buy from you.
Your marketing message should always affirm your audience's worldview. It is the price you have to pay for their attention. If you conflict with their worldview, you are instantly invisible. Speak respectfully about the audience's worldview. This is the first step in you telling them a persuasive story. That does not mean you lie to them, tell them exactly what they want to hear, and pander to their worldview. Most people think that marketing is simply repeating what your audience knows. No, it is a part of marketing but not it. Effective stories are those that allow you to reach those people who want to be convinced of something new.
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
Free to watch • No registration required • HD streaming
What do you think about these statement:
Technology can improve your life.
Car salesmen are liars.
Being pretty will make you popular.
These are all worldviews that people believe or not. These worldviews define what your audience pays attention to. Yet, most marketing campaigns treat everyone as a potential customer.
Your job is to find the groups that share your worldview and then tell a story to them.
New mothers want to hear about the new educational product for their kid, bodybuilders want to hear about the new supplement that will propel their gain, there are environmentalists who believe the next scientific innovation will be the last.
They all want to hear stories that support their worldview. It is your job to make it happen.
People are biased.
It is every marketer's job to know this.
And people hold their bias true. If you try to change their bias, they will punish you for it. If you try to change their worldview, they will thrash you.
It is simple - if you try to turn coffee drinkers into tea drinkers and then sell them a tea-related product, you are only going to burn money with no ROI. It is tempting to fall into this trap but you have to avoid being a "crusader".
People do not change their biases. They think their worldview is true. They want it reinforced through your marketing communication.
What makes marketing great?
Stories that tell what people we admire are doing. The desire to be like them.
It is the same reason why people buy art pieces for $100k or $500k at an auction when they could have had bought it privately for $50k or something. Because their friends are also buying it.
They compete with each other for the privilege - the privilege of telling stories.
It is the same reason why people wait in line to buy a $5 charity band or spend $500 to buy a domain name.
It really does not matter whether you are selling socks for $10 at the local market or $3m paintings, people want what everyone else is buying.
The biggest assumption marketers take up is that everyone wants the same things.
And that is why campaigns fail.
Lesson #1 - We are not all the same. There is no mass market.
How do we market, then?
Focus on a collection of individuals. Identify those who share your worldview.
Long before anyone hears your marketing message, they already have a worldview and a story they tell themselves. You have to make sure your marketing communication adds to their story.
Are you focussing on permission marketing?
Attention is the greatest price today for any business. And you cannot force people to pay attention.
If you run a huge TV ad today calling people to your store, there is no guarantee they will turn up or listen to what you are saying.
Unless people pay attention, you are invisible to them.
Everyone has the same 24 hours in a day, the decision you want to affect is how your customers use that time. Someone might pay that attention to the stock market and getting to know every movement of SENSEX or NIFTY50. Maybe someone is studying Femina or Vogue to become an expert in heels.
Make your marketing communication reach people who share the same worldview. Appeal to people who treat your messages as part of their lives and pay attention.
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
Free to watch • No registration required • HD streaming
Just read an interesting concept from Seth Godin. There are always two types of customers for a business - angels and devils.
Imagine running a store like Big Bazaar. Angels are those customers who would purchase the stuff from Big Bazaar, even if the same item was ₹100 cheaper at DMart. They rely on Big Bazaar to have a good shopping experience, irrespective of the price.
For Devils, the cheap product is the entire point of the shopping. This is the entire reason why some people even order something, use it carefully, and then return the product.
The choice is yours - do you want to spend less & attract devils or spend more & attract angels.
If you think that by publishing enough content, buying ad spots on the TV, and printing full page ads in the newspaper, you can make people listen to you, then you are mistaken.
You cannot make people listen. You just cannot.
So, is marketing useless? Of course not.
The key is to find out who is likely to listen when you speak and then use the 4Ps to overwhelm them. Sell the right product at the right price by placing the right promotion at the right place.
Cheaper, easier, better are invisible words. People do not care about that. They will only listen to you when your story is remarkable.
I have some people in my contacts who are asking for something.
They only call or text when they need something from me, asking for money or some kind of favour.
Guess what I do?
Bingo!
I avoid them.
Why? Because nobody wants to be around needy people.
And that is exactly what your audience thinks when all your marketing communication says one thing - please buy from us.
This is a needy message. And nothing repels prospects more than a needy marketing communication.
Change the tone to value addition even if it means the prospects will not work with you.
Redirect your marketing communications to create value and solving challenges for the prospects. If they like you, they'll buy from you without you pushing them.
When you apply for a job, you highlight your achievements. If you are a fresher, you highlight the accolades you collected in college. Why? Because achieving something and winning a prize is remarkable. It is worth talking about. It is worth noticing. The same principle is used in marketing. Make everything remarkable. Because when you make something remarkable, you make it worth noticing. Doing the same thing makes it boring and boring becomes invincible. Make your marketing remarkable.
I went on my first bike road trip earlier this year. The sound of the wind, vehicles passing by, cold breeze hitting my face, and green fields running along the highway - it was beautiful. I was enjoying the light morning fog with this view. But after about an hour, I started ignoring all that - eyes focussed on the road. The new trees, fields, and roads were just like the old ones. What was amazing before, was now common. It was boring. The same happens in marketing. Gimmicks, after you have seen them for a while, are boring. It may be a perfect campaign, attractive story, but they are still boring because it is repetitive. Don't make your marketing stale & boring. Repetition makes you dull. Start aiming to be remarkable.
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
Free to watch • No registration required • HD streaming
Every individual has their values, beliefs, and biases which impacts their buying decision.
If you had a bad experience at a particular car dealership, your view of the dealership will be completely different from that of a person who is purchasing their fifth vehicle from the same place.
Different people have different worldviews. You can show the same data to a group of 5,000 people and you will hear 100s of different decisions.
Marketing is about creating a story that justifies your customer's worldview. For example, end of season sales. The business gives you an excuse to spend money on all the things that you wanted to buy. But this story does not work on someone who would drive 50kms away to a mall and feel the fabric before buying a cloth.
Not trying to change someone's worldview is smart marketing. Using facts to prove your case and insisting that people change their bias is a wasted effort.
You do not have enough time or money to do that.
Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win.
Are you worried about finding clients over and over again?
Then chances are you are positioning yourself as a service provider.
You might be thinking, what? That's exactly what my business is - a service.
Service providers come in, do a job, and collect the payment. That's the end of the process. There is nothing beyond that. Your relationship with the client is constrained.
To get clients for the long term and building a thriving business, you need to become a transformation advisor.
You have to do all the things that a service provider does, obviously, but you also have to drive change and deliver transformation. How?
> Make your client's pain go away
> Solve their challenge
> Take them from where they are to where they want to be
When you become a transformation advisor, you can charge higher fees, close more relevant & high-quality deals, and build long-term relationships with your clients.