No Logic Required! Why Your Marketing Is failing.

That an incompetent and corrupt ANC is still a serious political party shows how irrational people really are.

Willingly Irrational!

Most of our decisions are irrational. And when they hurt us, or we are wrong, we justify our stupidity to ourselves.

Selling logic to irrational people is peddling fools gold. Yet we all insist on doing it and are shocked when no-one embraces our ideas.

Willingly Stupid 

The art of persuasion is in getting people to emotionally buy into & defend our ideas as their own. Thats it. No logic or intelligence required. 

Just a clear powerful story. 

Do You Remember The Last Ad You Heard? No?

Do you remember the ad you heard on the radio this morning? What about last nights TV ad? No? Of course not. I won’t even ask you to name five ads you heard in the last week.

We don’t remember what we read, write, talk about, and learn when they are once off things. We are not designed that way.

You are what you repeat.

When we keep repeating something, we remember it. And when we associate it with something else, it acts as a memory trigger.

You remember that your uncle came to Christmas every year, but not the once-off girlfriend. You remember your wife name but not the stranger you met last week. You remember the way you drive into work every day but not the random trips. You remember to put your shoes on after your socks, but not what you had for breakfast last week.

We call them habits.

We create habits when things repeated and associate them with things. It’s why the smoker lights up when she has a cup of coffee.

They are the patterns of our lives, of our business and the future we want to create. When we keep working on a subject and link different elements through associations, we become knowledgeable. We create new neural pathways and networks. They start to define us and the way we see the world.

And when there is a pattern, there is a system. And when you understand the pattern you understand the system. Then you can change the system. You can redefine it by repeating something new, over and over again.

Remember, You are what you repeat.

What is Trust and How Do You Build It?

Trust is like Love. Hard to define but essential for our wellbeing. Especially the wellbeing of our business.

It defines the quality of the relationships we have. Where there is trust, there is value. There is a willingness to move forward, to support, to collaborate, to share, to grow, to thrive!

After digging into this idea for a while, I see five key principles that are essential for trust to exist.

Principle 1: Own it. Be accountable.
Own up to your mistakes, your failures, your success and your impact. People will respect you if you stand behind what you do. In short, don’t be a dick.

Principle 2: Do what you say.
When you break your promise, you lose credibility. Your brand is a promise, your marriage is a promise, your friendships are a set of promises. Your agreement when you signed your employment contract is a promise. Do what you say you will do and have some integrity. You will sleep better at night.

Principle 3: Be honest.
We live in a world of broken trust, thanks to fake news and the lies. We don’t believe what people say to us anymore. Politicians are the worst. It’s time to stop, lying, cheating, manipulating your staff (yes, your staff) and your customers!

Principle 4: Competency.
Table sticks really. If you are going to sell something, you need to have the least viable competency. I can’t build a house. My brother’s can. If you can’t do something, stop pretending you can. And if you are going to sell something, make sure you do it well. No-one comes back for second-hand solutions when first-hand ones were promised.

Principle 5: Frequency.
A once-off can be a fluke. Ask Rick Ashely (Google it). We can only trust something when it happens the way we expect it happen, over time. It builds a rhythm, creates an expectation and defines a habit of doing. This is why MacDonalds grew to what it was.

At some level, these are simply common sense. And I don’t think there is more or less of any one principle. They just need to be there. After all, there is no such thing as half pregnant.

A Simple Solution To The Broken, “We Make It, You Buy It” Strategy!

Its been a very successful old economy model. You make something you someone needs, pump a ton of advertising behind and hope like mad they buy.

And by and large, its worked. Till now. The digital economy works off different principles. And most business doesn’t know what these principles are or how to change!

They have what we call that WTF moment – which where they sit there and say to themselves, “WTF do we do now?”

And the marketing and advertising teams don’t get it. They know how to do one thing: Try and capture the attention of someone who does not want to give it. They seem to think that they are entitled to this attention. They feel it’s a right. But none of want to have our attention captured, told what to do or what to buy. It’s a dumb strategy.

Its time to get beyond the, “we make, you buy it” and get past your own WTF moment.

  • Here are 3 questions to start you off:
  • Who am I making this for?
  • Do they really want or need it?
  • What is the emotional experience that they want out of it?

It’s the last question that changes the strategy. If you understand it, then you are onto a winner as that is what your customer is really buying. Your product is just the enabler.

We Change To Stay The Same

And it’s time to change this idea.

Sure it works in some places and in some situations but it’s time to change why we change.

This idea comes out of the old outdated playbook. What we do is create an advantage, an identity, or an ideal, and build a moat. Then we defend what’s behind the moat-like trojan warriors. It’s hard work. It’s tough. It’s gruelling, exhausting work.

It takes authoritarian approach and leaders to make it work. It takes compliant foot soldiers, who do what they’re told.

To keep the system working we turn the idea authoritarian leader into an aspiration. We learn this at school. The goal is clear but the problem is being the leader is worse than being the foot soldier. Because most leaders are clueless. They see the moat and they defend, defend, defend! And the better the defence, the better the reward.

But what are you defending against?

You are defending this moat against your competition. – let’s call it your competitive advantage.

But your customers are also outside of the moat. They have no incentive to join you in the mindless defence. They don’t like your approach. They like the new rulebook that your competition is playing by. And they go join them because they don’t like your defensive strategy.

And there is nothing you can do about it. Unless you change.

You need to drain the moat. Let the putrid swamp that your moats created flow away. You need to break your walls down and join your customers where they are.

Spend time with them, understand who they are, what’s their problems are, what experience they want to fell. You need to look at how you can solve these problems through smarter technology, and build a lasting relationship.

It changes the leadership from the draconian dragon to an inspired vision with intent. Let’s call it your strategic intent. It changes your foot soldiers into real people who want to solve real problems.

It’s time to change to go with the flow. That’s the only way you will survive today’s world.

Marketing Made Simple: We Think With Our Emotions!

We like to think of ourselves as rational, logical beings. We like to think that the world we see, is objective.

Advertising is proof the proof that it does not work like this. Logical ads often fail. Emotional ads tend to work. We get sucked into the emotion of advertising and what it sells. We see ourselves experiencing the product or service and jump at it, or away from it.

Emotions will always trump logic. We will always default to the emotional response and justify our decisions afterwards.

And this is the marketing trick that is often missed. When you get the emotion that you want to create, you can build your marketing on this and expand it through the story you tell.

And it gets more powerful.

I often talk about what does not change in your business. The emotion that you want to create is one of your true north focus’s.

And when you do that, you will find that the disruption does not matter as much.