Whether or not we like it, we all have to market ourselves and our businesses. Fortunately, we have a wealth of lessons we can learn from the marketing geniuses who have provided us with a variety of techniques that can help you find new clients and transform them into loyal repeat customers.
- Have the people making it, use it. Walt Disney, perhaps the greatest marketing genius of all time, demonstrated the effectiveness of this practice in Disney World. Both corporate and park employees rode every ride over and over until they fine tuned every detail – even down to the simulated fireflies in the Pirates of the Caribbean ride. If your team experiences your services as a customer, they’ll have greater insight into what customers want.
- Multi-level marketing. Mary Kay Ash gave the world much more than just pink Cadillacs. She also gave us the model for successful marketing based on direct sales to friends and family and valuable rewards for achievement and recruitment. She painted the glass ceiling pink and turned it into a stepping stone to the next level.
- Design matters. Steve Jobs didn’t create the only technology for accomplishing tasks; he created the coolest technology for accomplishing tasks. Never underestimate the appeal of sleek, snazzy packaging coupled with ease of use.
- The huge promise. Tim Ferriss taught us that consumers will snap up products even if they know that the unrealistic claims about them aren’t entirely possible. Get rich by working 4 hours a week. Get fit by exercising four hours a month. We know it aint’ gonna happen, but we buy it anyway, and we may still reap rewards – even if they’re not exactly what was promised. Ferriss showed us that it’s okay to aim for the stars and settle for hitting the moon.
- Never stop testing. David Ogilvy is the father of modern advertising and an early proponent of split testing. His method of testing – creating two postcards in a direct mailing campaign and tracking each card’s success – provides the perfect model for ensuring that your large advertising campaigns yield results.
- Be the best at one thing. Michael Phelps is the poster boy for singleminded dedication and the astonishing results it can yield. Focus on your strengths and your passion, and your results will surprise you.
- Word of mouth matters. Conrad Gessner is our representative from the wayback files for this example. Gessner was a sixteenth century botanist who penned a poem about tulips that contributed to the European craze for the flowers, ultimately resulting in people with more money than sense who were willing to part with astronomical sums of money ($1M in today’s equivalent) for a single tulip bulb. Make it desirable, and people will want to purchase it.
- Be remarkable. Seth Godin has spent his career being different. He’s proven that a purple cow (his term for a remarkable product) is the key to standing out in a crowded marketplace. He’s also shown that it’s possible to generate revenue while still giving back to his community.
I’m a big fan of learning from the best. These marketing mavens can teach you volumes.