Can't disagree as what I call 'emotional marketing' seems to work.
A lawyer's product is the services but what's being sold is trust. The pain point is their uncertainty. (And it is for every product/service.)
Axiom: Wanting vaivers. Wanting to want never does.
The glorious, necessary tension btw product and marketing.
Of course they are closer now than ever but they are still distinct. Here's how I describe them in my job, which is both as a product guy and a marketer:
- the product is proof of what the marketing promises
- the marketing exposes the values that are driving the ongoing development of the product (and it's life in the world)
There are so many reasons why people try and make them the same. They're inextricable. They are both best when they're focused on one core idea. They both must have a social life. But they are not the same.
Yin and yang, baby. Sure, it's the ideal, but it's also the model. It's the way it's got to be. Anything less means broken promises.
That was inspiring. I mean, that inspired ideas.
Too many believe that if you don't use paid media, you don't need a brand strategy.
People are also in love with product marketing because it's faster and cheaper than thinking through a brand <hey, anybody can bullet point product features>.
Just watch that product focus devolve into a list of features and a price when competition heats up.
Companies like that don't recognize the value of a brand in setting a company's vision, how employees feel, how it innovates, and all it's touchpoints -- from tweets to sales agreements. Think Zappos.
A great product that delivers is essential, but it's the "response" to that product/service, the emotion behind it, that keeps it relevant and separate from competitors for the long term.
Amazing post.. Keep it up.
Love the post ! We really need to understand the Emotions of a user. Every product we build should "Emote" . All these products have attained the state of Universality without advertising because of their Simplicity. Google is to Search, Facebook is to Networking and Dropbox is to Storage !
Thanks for the comments, folks. Nice to see some support for marketing among this community. To be honest I wasn't sure if I was going to be burned in effigy by a horde of pitchfork-carrying engineering types. Due respect, @Dharmesh ;)
Great post. Without a product to sell (insurance) we have to sell ourselves, our competency, our understanding of the clients' needs,and build and maintain the clients' trust.
That is what I love about our business. The clients are the ultimate judges of our professioal capabilities.
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Great insight.I believe great and awesome products sell themselves. If startups will focus on their core competence and make their products elegant and easy to use, users and customers will pass on the marketing message for them.
Agreed. The psyche of adoption involves both sides of the brain:
1) the left hemisphere that looks at the value proposition (does it bring me more value than it costs me - money or time - to use it)
2) the right hemisphere that involves emotion, desire, and receptiveness to a brand's values. Do I identify with the attributes of this brand?
You need both, and how much effort in each depends on who you're selling to.
I gave a presentation on that topic at Defrag a few years go: click here
This post is really amazing. Its a big tip or shall we say a lesson that can't be paid with anything else. It is true and it is really helpful to build first trust and bonds to a targeted costumer and then endorse your product in the later part. I know this is effective. People can't say no if both of you know each other and spend time in one table before. Lesson Learned. :)
Really Nice Article, When I clicked FaceBook liked it button at bottom, I found that almost 29000+ users have liked this article, while at top FaceBook like button indicates only 18 likes. Amazing response.
Good stuff to read.In marketing we always have plan A and plan B. If Plan A not works then go for plan B but irrespective of plans quality of our product matters.
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Mention S E X and you have lots of attention. Marketing is for products unworthy of passionate advocacy, a crutch for nice-to-have startups who invest in sprawling web sites and launch parties like losers with no choice but to pay for sex. Passionate Advocacy?
600,000 new business startup each year. Most cannot make it with a marketing strategy of Passion
Interesting article for the 1% though.