Marketing For Non-Marketers (a masterclass)
Marketing isn’t complicated or tough.
It’s all about understanding humans.
Here are 7 Human Hijacks to help you understand human psychology
(h/t: Craig Clemens)
By joining the conversation they’re having in their mind:
• Fears
• Hopes
• Desires
• Dreams
• Frustrations
Example: how in the 1920s pepsodent made everyone believe that brushing their teeth with their toothpaste is the secret to celebrity smile. Before their ad campaigns ONLY 5% of the people used to brush their teeth.
People love being part of a group or community.
Herd mentality is an innate quality of humans.
Remember, as a kid, how YOU used to follow other kids’ answer.
And if not (that leads us to our 3rd point)…
You’ve to standalone.
Aka have something unique and attractive in your offer.
And USP can be related to better customer service, product quality, and support.
Many consider USP as a rocket science.
But USP is having a slight edge over your competitors.
When you demonstrate the ability of your product.
People perceive it better.
And it helps remove most objections.
Or…
Help establish an idea or a belief.
Eg: rub your tongue over your teeth. Brushing can remove that film you sensed. Thanks to OG pepsodent ad campaign.
It establishes you as an authority in the market.
And make you trust-worthy.
Breakfast = cereals
Breakfast ≠ coffee + bread/muffin
Quaker, with its revolutionary ad campaigns, made everyone believe that breakfast = cereals.
Or…
The concept of bulletproof coffee.
Adding MCT oil to your coffee for rapid fat loss.
However, adding MCT oil has little to no benefit on the rate of fat loss.
You’re selling the dream.
Eg: You’re not selling weight loss pills.
You’re selling confidence.
Give what your audience needs, craves, or desires.
Use these 7 human hijacks to make your marketing message stronger.
Marketing isn’t complicated or tough.
It’s all about understanding humans.
Here are 7 Human Hijacks to help you understand human psychology
(h/t: Craig Clemens)
- Make it about them
By joining the conversation they’re having in their mind:
• Fears
• Hopes
• Desires
• Dreams
• Frustrations
Example: how in the 1920s pepsodent made everyone believe that brushing their teeth with their toothpaste is the secret to celebrity smile. Before their ad campaigns ONLY 5% of the people used to brush their teeth.
- Make it an event
People love being part of a group or community.
Herd mentality is an innate quality of humans.
Remember, as a kid, how YOU used to follow other kids’ answer.
And if not (that leads us to our 3rd point)…
- Rebel
You’ve to standalone.
Aka have something unique and attractive in your offer.
And USP can be related to better customer service, product quality, and support.
Many consider USP as a rocket science.
But USP is having a slight edge over your competitors.
- Product in action
When you demonstrate the ability of your product.
People perceive it better.
And it helps remove most objections.
Or…
Help establish an idea or a belief.
Eg: rub your tongue over your teeth. Brushing can remove that film you sensed. Thanks to OG pepsodent ad campaign.
- Show unquestionable truth
It establishes you as an authority in the market.
And make you trust-worthy.
- Change a daily behavior
Breakfast = cerealsBreakfast ≠ coffee + bread/muffinQuaker, with its revolutionary ad campaigns, made everyone believe that breakfast = cereals.
Or…
The concept of bulletproof coffee.
Adding MCT oil to your coffee for rapid fat loss.
However, adding MCT oil has little to no benefit on the rate of fat loss.
- Selling the dream
You’re selling the dream.
Eg: You’re not selling weight loss pills.
You’re selling confidence.
Give what your audience needs, craves, or desires.
Use these 7 human hijacks to make your marketing message stronger.