A four-stage marketing loop: hypothesize what your customer needs right now, deliver it, analyze what happened, then hypothesize again. Start by addressing what they actually feel—scarcity, burnout, overwhelm—not your product features. Chuck, a job-seeker, learns this the hard way after a failed interview, then adjusts his approach for the next one.
Chapters
Closed-loop marketing. There it is. Customer experience. You hypothesize the customer experience, you deliver on the customer experience, you analyze the customer experience, and then you re-hypothesize. Cool. Alright. Amber, have you heard of closed-loop marketing? You probably have. Yeah, a lot. You've done it before. So, which is cool. What's different about this, I think, about, like, the spin I'm gonna put it on today is, is it's about hypothesizing a customer experience. Marketing doesn't typically talk about it quite like that, but they're, they're hypothesizing a high value. Let me write this down. A high value, differentiated, relevant customer experience. High value, differentiated, and relevant customer experience. That's the hypothesis. I hypothesize that. Then the key thing, this knocks out all the perfectionists in the world. Then you put it in the world and you see if it works. And then you get some feedback back and it goes like, ah, 80%, let's tweak it 20%, or 20%, let's tweak it 80%. But that's what the closed loop marketing is. Make sense for folks? Okay, I want you to start thinking about what is your anchor? What's the project that you want to focus on for marketing? Could be the unit you chose. For you, Chuck, it's like job. That's the project. If you're still in that place, it's like, okay, so how are you going to market that? So The, those different components, hop, hypothesize, I'm gonna walk through each of those a little bit. Hypothesize a customer experience that's differentiated, high value, relevant. Oh, the piece that I think is so important and so important now in a view of scarcity is you have to be in the conversation of your customer's head. People miss this boat all the time. Marketing becomes around features. Nope. The features of your product have nothing to do with the customer. What's the conversation the customer's had? What's in the customer's head is, and, and we were just talking about this, Amber, it's like, I don't have time for anything. I'm burnt out. I'm overwhelmed. Pulse of the world is fractionate, you know, fractured. That's the conversation in people's heads right now. So take the pulse of the world and go like, okay, how does my offering help allay that fear, help allay that problem? Okay, you have to be in the conversation in people's heads. Cool. All right, that's the hypothesis. Then you hypothesize that I think this is what people need. I think this is, this is the, the, the conversation in their head. I think this is what's high value. You put it out there and it doesn't work. Okay. Then you come back, you analyze those results. What part of that didn't work? And then you rehypothesize the customer interaction to do it again. Okay. So again, I'm thinking about Chuck. It's like, I'm looking for this job. I did this interview and it came back. I didn't get it. Okay. Okay. First thing is you can feel really bad about that for, you know, 27 seconds. You give yourself some time and then you go back and go like, okay, I didn't hypothesize the customer, the customer experience exactly right. How do I redo this for the next one?
