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The Multiplier

Marketing is a multiplier. It’s only worth doing if the product you create is very desirable, has low competition, takes advantage of a temporary business environment, or has a competitive advantage. If you don’t have at least one of those traits, marketing will not be worth doing.

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A Failure to Communicate

Brand X has 82 million fans on Facebook. But the posts they don’t pay to promote only see about 3,000 likes. I F**** Love Science has 15 million fans, but sees between 13,000 - 200,000 likes per post.

Behind Facebook is an algorithm that says the more people engage with your content, the more people will see it. So, it’s in every brand’s interest to create content their fans will love. And here’s the kicker, most followers of a brand page are paid for by media (“like” ads). So what’s the difference between the two?

Brand X talks about itself, and IFLS talks about experiences other people love. X promotes itself, which is a viable strategy, but lets think of it another way: liking a page is like inviting a guest into your home, or in this case your daily news feed. A great guest entertains with stories you love, really great bits that aren’t about their accomplishments, but about making you feel really great or happy. A bad house-guest comes in and sells you an encyclopedia set.

And behind the scenes of X is someone who thinks that’s great, they are selling encyclopedias, and if invited in, that’s what you get. But really? A missed opportunity. A missed opportunity to become a friend. A missed opportunity to show that your brand can be entertaining and delightful! And, most painfully of all, a missed opportunity to set aside ego and really learn what drives the people who love your product.

And beyond brands, it’s a humbling life lesson. Be a person that listens. Be a person that entertains. Be a person that loves enough to set aside yourself in conversations and focus down on what matters to others. Positive reactions follow and people listen to you when you become that person, just like in Facebook algorithms.

Become a better marketer. 

Those who fight the ocean.

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In the beginning, there were only three islands, with three peoples. The strong, the hearty, and the wise.

The ocean was angry, “You are the strongest village, run or I will ruin you.” The wave came, but they were so strong they defeated it. The villagers laughed at the ocean. Then the second came, and they fought it. They panted. Wave after wave came, and consumed them.

But the ocean was not done, for it was angry. “You are the heartiest of people. Run, or I will ruin you.” Their houses were strong, and they had intellect enough to build them well. They laughed at the ocean. The ocean came relentlessly, washing away all the crops and cattle until the village starved.

But the ocean was still angry. “You are the wisest village. Run, or I will ruin you.” The wise did not laugh, for they knew toil and pain. They were not bold or hearty. They built boats, and though it pained them to see their village in ruin, they learned to ride the waves and to live off the ocean.

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How to Become a Storyteller

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The Introduction, The Pledge, The Call to Adventure
Today you will learn how to start the journey towards becoming a storyteller. You can be a teller who weaves words together like silk, who can enrapture audiences both big or small, and who can bring an audience into worlds you’ve never imagined. Storytellers. And it all begins here.

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changing4always said: Please suggest the best way to market or advertise a psychology practice

Networking. Psychology isn’t really a field that’s going to benefit from advertising in the strict sense. What it may benefit from is recommendations. So, network.

Provide information to hospitals and those who make recommendations. Carve out a niche as the best at handling X. Find something that sets you apart from other practices, competition is extremely fierce, and well established.

Good things in marketing never last.

http://valleywag.gawker.com/facebook-is-about-to-make-everyone-pay-1547309811

I felt a great disturbance in the Force, as if thousands of social media managers suddenly cried out in terror, and were suddenly silenced. I fear something terrible has happened.

Make shit.

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No, seriously, make shit. In marketing, there are too many people who want to manage. Too many who want to talk. Too many who want to bargain, and negotiate, and be a big deal. And you should want to do that too, but you should also want to make shit.

People arting it up in Photoshop, Excel’in at charts, diving into web interfaces to churn up content, they are the people who know what’s going on. If you aren’t making tangible products, at a steady stream every week, then you are losing to those who are.

Marketing is moving far too fast now. By the time you build a presentation, the material is already old, or doesn’t work anymore. It’s easy to find high-level thinkers who talk, they’re the ones who never stay in one place for very long - the truly valuable are the ones who talk, and then actually do what they speak about. Because those are the marketers who know their craft.

Stop talking. Go make shit.

Advertising.tumblr.com is dedicated to making you a better marketer. That’s it. The thoughts and feels of Jim Bruno do not reflect any institution, company, project or agency.

mahoganyauquasha said: I bake cupcakes. Cliche, yea I know. But I also bake macroons and stuff like that too. My mission statement is "mature pastries for the mature palate". I offer flavors like chocolate covered bacon, orange cream, turtle and raspberry mousse. How do I advertise other than business cards. Right now, I'm home based and working on my site. I just wanna get the word out there, no one knows so I can't sell. Oh and I have a facebook (creampatisserie)

So there are some clear answers, then it teeters into the gray from there. It depends on if you have a marketing budget, but I’ll assume not as you’re a new business and you don’t have a physical storefront yet. The key for you being to be seen in as many places and venues as possible, to people who would be interested in your product.

  • Get listed in the white pages.
  • Get your site up. In the beginning it doesn’t need to be deep or garishly designed like most sites - it can just be one page But it will need to be clean, informative and professional. Follow this cadence: http://theoatmeal.com/comics/restaurant_website
  • Get listed on Google maps.

The fundamentals done, you need to start a very long, very arduous ground war of marketing. Without a media budget, you will instead be investing time. The best thing for you to do is actually do pick up as much material on account (rather than marketing) as you possibly can. Everything you do from here on out is to become profitable (you make more money than you spend).

First, determine your audience. Consider where they go. What they do. How they behave. And be willing to accept, if over time they don’t show interest, that you were wrong.

  • See if you can sell product to similar food venues of that audience. Pitch them your product. You’ll get that guilty “I’m bothering people feeling” but that is sometimes what you need to do to survive. One or two key businesses can lift you up. If you do get one, never assume you will have the business a month from now. In the beginning, you will likely be in a position of weakness in bargaining.
  • Show up at appropriate food festivals and venues. Test out which generate profit for you.
  • In your case with cupcakes, consider alternative audiences that other might not be going directly after, like wedding planners. Have materials.
  • Try to craft excellent stories or story hooks, pitch them to local newspapers or local websites. Pick up a book of PR and learn how to draft press releases and a book of reporter contacts.

After that, you can test internet orders, try creating Facebook ads from your Facebook page and targeting local business owners and consumers. Run Google Adwords for niche terms that you have no competitors for (so they are cheaper). Pick up some guerrilla marketing books. They are usually pretty solid in the beginning.

But realize that because you aren’t running ads in the beginning, you’re paying in time - you need conviction.

Good luck!

Tales, Part 2: The Air & Ground Games of Marketing

Thomas and Arthur both ran shoppes in renaissance times. Thomas was a good man, but not a business man. Thomas ran his shoppe in a friendly manner, participated in the community, and was always boasting of his wares in other shoppekeeper guild meetings. He was so well loved, that whenever anyone asked who the best businessman in the kingdom was, everyone heartily agreed, it was Thomas.

Arthur took a different approach. Arthur was not a personable man, but he was very smart. He paid attention to what his customers were buying and stocked more of those goods, he measured where people were most likely to be and set up booths with wares that matched the audience, and he changed his prices with the supply and demand of the economy. Arthur made six times as much as Thomas.

But if you asked the people, Thomas was the better businessman. Thomas was the model citizen. Arthur was rich, but to some, didn’t deserve his earnings because he was a soulless businessman.

This is reflected today. Some corporations, like Thomas, believe that branding is the way to go. Some believe in Arthurian principles. Some marketers make their careers in speaking and sounding strategic, others take the ridicule of being very powerful and efficient, but labeled “executional”. And it’s not unique to major brands either, it’s all business.

Let’s talk about the air game, and the ground game.

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higherlearning10 said: How can I gain followers and advertise my non profit organization followed?

Media. You need to find mechanisms to reach people in cost effective ways. I recommend, as a lower-budget org, looking into the principles of growth hacking, guerrilla marketing, PR and acquisition marketing.