Captain’s log, stardate 20190708

Is It Marketing BS Or Genius?

Sent by Jonathan Stark on July 10th, 2019

This week on TBOA, Rochelle and I answer the question:

“Is It Marketing BS Or Genius?”

LISTEN NOW -> Is It Marketing BS Or Genius?

Talking Points

The $36 jump rope
Sometimes you pay a premium for things outside of the thing you’re actually buying, like an experience or a lifetime guarantee
Why it’s important to understand why people are willing to pay more money for a thing or a service
Understanding how your audience likes to get information
Getting past the demographics
Being clear about your values
Best is subjective
Noticing the story that you tell when you recommend something or give a gift
Picking your battles
Connecting a desire to a product

Quotable Quotes

“When it’s real, it’s not BS.” –RM

“It’s not just the information transfer. If it were just information transfer, then everything would probably be a book or an audio file. You’d do everything in one medium. But you don’t.” –JS

“You’re not making it up, it’s your story but you pick the points you want to tell and how to tell them based on what the pull is between you and your audience.” –RM

“If you’re trying to help people who are into renewable energy, it’s going to be pretty hard to sell to climate deniers. Pick your battles.” –JS

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Yours,

—J