Evan Carmichael argues that marketing starts with identifying the specific need your product solves, not chasing sales. He uses Apple's iPod campaign "1,000 songs in your pocket" as an example, then introduces "core marketing": define your personal values first, then build your message around that foundation instead of listing features.
Tilkes writing in, hi, what do you think is the first step towards marketing any product or person?
It's a good question. So I think for a lot of people, you know, it's easy to think of the end goal. You know, we want to get this many people to buy our products. You know, we just want to get our name and message out there. But I think it's important to kind of take a step back and really consider how your product or service is going to help other people out there. So one example that I love is Apple. When they first came out with the iPod, their campaign was all about the concept that you can have 1,000 songs in your pocket. So you don't have to worry about, you know, going through all your CD collection. You have all your music with you everywhere you go. And they really understood that when they were marketing to their audience. And, you know, they really captured on that specific need of people who would want to use their product. And even those who might not listen to a lot of music because they maybe had trouble unwrapping the little plastic on those CD-ROM cases. And, you know, they just made it so easy for people to get music and have it with them everywhere they go. So their ability to really understand what needs they were satisfying with their product was so key. And it helped them, you know, to really communicate with the world about the iPod.
Cool, yeah. I'm a big believer in core selling and core marketing. So the first step in that is figuring out what it is that you stand for. What do you stand for as a human being? What's the positive impact you're trying to have in the world? And then use that as your marketing. Where a lot of people, most people start off selling the features. You know, our software can do this. And then somewhere along the way they figure out to do benefits selling, benefits marketing. Well, instead of just being able to send out 1,000 emails, our software will help you build a better relationship with your customers, right? So you start getting into more of the benefits, but the bigger layer on top of that, the next graduation step is to core selling. What are you staying for? Why is it important? People want to know why you're doing this business and why you care before they're going to pay attention to you. And so, you know, You know, mine is all about Believe, right? It's here on the wall. Everything I do flows through Believe, making these webinars for you guys, making the videos that I do, creating the products that I do. And so I would start, if I was at the beginning trying to figure out how to market my product, I would start by thinking of what do I stand for as a person, as a company, and then how can I create a unique message that resonates with me that I think will resonate with my audience as well.
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