The big hurdles of networking revolve around the cold calls, meeting of new people, and all the activities that involve engaging the unknown. But the first step has nothing to do with strangers; you should start connecting with the people you do know. networking
Small hinges swing big doors. small
You’ve likely heard that old business cliché, “the customer is always right.” I’m here to tell you the customer isn’t always right. Rather the right customer is always right customer
If our focus is on bringing value to the market, it will stop us from making all kinds of foolish mistakes. We’ll treat customers with the long-term in mind rather than being transactional or trying to make a quick buck longterm
Remember, no one knows how good your products or services are until after the sale. Before they buy, they only know how good your marketing is. Put simply the best marketer wins every time. winning
Seth Godin on Marketing
Marketing is telling a true story that resonates with your smallest viable audience that they want to hear, that causes them to take action and to tell their friends. marketing
Marketing is not about selling stuff… It’s about serving your customer
serving
- You could have the phenomenal product and if people don’t know about it, they don’t know about it… So how should we approach marketing? advertising
Answer: the statement “If people don’t know about it, it doesn’t sell” is a trap.
People aren’t gonna hear about it because you told them too. You don’t have big enough microphone! brand
For example Supreme, the T-shirt company. example
How many ads have you seen for Supreme?
Zero. So how did they hit 100million or whatever it is in the revenue they have?
- Because they gave 7 people who started something they can tell their 12 friends, now they are 19 and then and then and then… wordofmouth
If you buy clothing, you are probably not going to the store naked, right? you already have clothes. You are going to the store because you need to tell yourself a new story about how you look tellingstory
Permission based marketing (opp: interruption marketing) permission interruption
To start: we just need the smallest viable audience, not the biggest possible audience viable_audience
We don’t do marketing to people - we do it with them! (Because they have a choice now) marketing
3 sentence marketing template:
template
1)My product is for people who believe ______
2)I will focus on people who want ______
3)I promise that engaging with what I make will help you get _______
Authenticity is a trap… authenticity Nobody wants you to be authentic. Nobody cares about you having a family problem. They want you to be a professional and keep your promise (do your job) keeping_promise
If you are a professional, make a promise and keep it! promise
Getting the word out? word_out
- Do you know ten people?
- Are there ten people who trust you?
- Are there ten people who will try?
When you bring your work to them, do they say thank you & and insist on telling others about it?
If yes, you’re set!
If not, you should make your work better or find the right ten people.
criticism
The critic who doesn’t like your work is correct.
But the critic who says no one likes your work is wrong!
Valuable exercise: Why are the people who don’t choose you correct in their decision not to choose you???
Empathy means: empathy
• I don’t know what you know
• I don’t want what you want
• I don’t need what you need
And THAT’S OKAY!!!
For people who don’t choose you - The question as a marketer is to say:
if I informed them about something, would they change their mind?
Being at low price isn’t good because someone is gonna be cheaper than you…
The gutsy thing to do is to be able to say your customer is “This costs a lot and it’s worth even more than that” price
entrepreneurs and freelancers are not the same thing!
- Freelancers get paid when they work
- Entrepreneurs build something bigger than themselves, they make money when they sleep
Entrepreneurs build a business they can sell.
If you want to make it as a freelancer, the only thing to do is (not work more hours ‘cause that hits a limit very fast) - get better clients!
Picking an Audience: pick a well-off audience audience
It’s not how much they have in their bank. It’s how much they are willingness to spend to solve this problem!
Trust & Attention
trust attention
Shift your mindset from everyone to someone mindset
Your customers might know more about the market and the prices than you do, so you cannot trick them anymore! trick