Marketing (is not) driven by dummies E-Book

Emiliano Tomasoni

• Herausgeber: Wildix EE OÜ
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2023

Beschreibung

When books present you with “The 5 Rules,” “The 3 Steps” or “The 12 Steps to Success,” you know damn well it’s all bullshit. The coaches behind the various million-dollar academies behind lead generation, reimbursement strategy or network marketing may do very well for themselves, but they won’t actually help you make any money. Yet how many are out there still insisting on using this bait?

Simply because — ever since we were simply strange fish with a desire to get out of the water — we seek the simplest solution to achieve a complex result.

Leseprobe

Marketing (IS NOT) DRIVEN BY DUMMIES

What SMART system integrators need to know to deliver effective marketing without wasting money

Published by Wildix

Wildix OÜ Laeva tn. 2,10111, Tallinn, Estonia

www.wildix.com

Copyright © Emiliano Tomasoni and Laura Piaz 2022

All rights reserved, including the right to reproduce this book or portions thereof in any form whatsoever.

The authors assert the moral rights to be identified as the authors of this work.

Translation supervisor Stuart Brown

Designed by Anna Zhuravlyova, Andrew Ivanov, Ivan Michelazzi

SUMMARY

Introduction: Which Side Do You Want to Be On? . . 1

Chapter 1: Marketing Is Not Driven By Dummies . . . 6

Chapter 2: Zeno’s Dichotomy Paradox Method . . . 11

Chapter 3: The Look At What Is Done In Other SectorsMethod . 22

Chapter 4: Let the Numbers Guide You . . . . 27

Chapter 5: Your Reputation . . . . . 33

Chapter 6: Your 4D Marketing Plan . . . . 46

Chapter 7: Let’s Take the Elevator: Simplify Difficulty . . 64

Chapter 8: Quick Summary . . . . . 69

Chapter 9: Premium Class . . . . . 73

Chapter 10: CRM, aka Your Vault Filled with Gold . . 77

Chapter 11: Marketing Can Be the Lighthouse That Shows You... . 80

Chapter 12: Create Your Marketing Team . . . 86

Chapter 13: Conclusions: Business to Human (B2H) and the... . 91

Chapter 14: Golden Rules (Recap) . . . . 94

Glossary of the Main Marketing Metrics . . . . 96

Quiz Results . . . . . . . 100

Bibliography . . . . . . . 101

Which Side Do You Want to Be On?

1

Introduction

Which Side Do You Want to Be On?

When books present you with “The 5 Rules,” “The 3 Steps” or “The 12 Steps to Success,” you know damn well it’s all bullshit. The coaches behind the various million-dollar academies behind lead generation, re-imbursement strategy or network marketing may do very well for them-selves, but they won’t actually help you make any money.

Yet how many are out there still insisting on using this bait?

Simply because — ever since we were simply strange fish with a de-sire to get out of the water — we seek the simplest solution to achieve a complex result.

In the past, the guides “Excel for Dummies,” “Internet for Fools,” “Quantum Physics for Idiots,” and so on, saw huge success — as if the contents of an eight-year degree could be summarized in a hundred pages to read before falling asleep.

An example of the famous “For Dummies” series

Then we come to the present day, where the current state of the market is only making things worse.

2

The pandemic has resulted in a variety of experienced online gurus, able to loudly dispense advice in many sectors and ensure you achieve certain results in unlikely periods of time (satisfied or reimbursed — yes, there are people who really talk about it). They run the gamut from net-work marketers who promise you will make money from home by work-ing an hour a day to the so-called “fluff-gurus” who teach you how to make enough money to afford a penthouse in Dubai in a few months. Too bad when you then discover that they’re wanted for tax fraud in Italy.

Anything goes as long as it requires no effort.

Examples of a ‘no effort’ marketing campaign

Yet the Bible clearly states that pain and fatigueare the price to pay for eating the apple from the tree of knowledge. At that point, wasn’t it better to be idiots in heaven or fish in an aquarium?

There is no need to study religions all over the world to understand a concept that, unfortunately, is now becoming forgotten: The only way to get good results is through commitment, effort, and pain.

This includes a commitment notto follow the “amazing” recipes of fluff-gurus and carnival barkers, and to instead make the effort to learn step by step the pain of making mistakes, of falling and getting up with lactic acid burning in your legs, but staring at the finish line.

Which Side Do You Want to Be On?

3

What has contributed to the general intolerance toward any kind of commitment?

The advent of the new generation of social media has certainly played an important role. In a world where you see people telling you in 8 seconds how they’ve built companies with billions in turnover, our brain is no longer willing to believe that behind some well-done transi-tions, there are years of hard work.

Success has become something immediate, something to flaunt alongside some music track. However, when we return to reality, there are those who question any strategy suggested to them, give in to frus-tration, and lose all confidence in marketing plans; others immediate-ly think there must have been a shortcut, otherwise that rapid success must be fake.

In a world where we have the attention span of a goldfish, how can we take back those precious 8 seconds?

In marketing, there are no shortcuts, just like there are no short-cuts to learning to run 100 meters in less than 10 seconds or to be-come an architect, astronaut, or surgeon.

Marketing is a complex art, and as such, it must be studied, exer-cised, and refined. After all, isn’t it true that a complex thing is more satisfying than a simple thing? It’s like comparing a cake to a teaspoon of sugar — it’s still a sweet bite, but otherwise, there’s no comparison!

There’s an example that always impressed me. In nature, there are living beings called mayflies. They are small insects similar to fruit flies, but with an elongated body and larger wings.

The characteristic of these incredible creatures is that on average the adults only live for one day, sometimes only for a few hours.

Here’s their life: The eggs hatch, and the nymphs eat the shell to acquire a little strength. After that, they eventually become adults, their mouth atrophies, and they can no longer eat, so they fly off with one goal: to mate.

4

Flying in swarms must make it very difficult for a male to find a fe-male. Fortunately, Mother Nature thought about this and endowed one with larger eyes and the other with smaller wings.

Here she is; they recognize her, capture her, impregnate her, and then the males die. The females, on the other hand, still have one more task before falling on the ground: after a few hours they lay their eggs, and that’s the end.

Life will start again for future generations, and it will be absurdly fast, just like for their parents.

I always imagined how much adrenaline there must be in those few hours of life. You go out into the world and you don’t care if it rains, if it’s night or day; you’re not afraid to get sick, and to weave social relation-ships, you don’t need social networks or schools. You live with just one goal that you don’t even know if you’ll be able to reach.

The story of the mayfly is in total antithesis to that of the human spe-cies. Not only in terms of time, but above all, complexity.

It’s not enough for us to sleep, hunt, feed, breed, and sleep again. We expanded time and space around us by turning the world into a ball in our hands and added, century after century, rules, games, and art, un-til life found itself a prisoner of a complexity that no individual on earth can comprehend in its entirety.

Maybe this is our secret to escape the fear of death — who knows, perhaps these are thoughts for philosophers — but what matters here is that complexity is the framework for everything.

Imagine an accountant in the animal world:

In this complex scenario you have two choices: choose the simple life, trusting consultants who teach you how to become a millionaire in a day following the example of the adult life of mayflies, or face the com-plicated life that makes you sweat for every grain of wheat, though the bread will then taste of your tenacity.

Which Side Do You Want to Be On?

5

Pick a side:

If you opt for the hyper-simplified life, look for “The 5 Rules,” “The 3 Steps,” or “The 12 Steps” to achieve success.

If you accept the challenge of living in this world — with vary-ing weather conditions, in a fixed time frame, on buses, in mi-cro-studios, at school, with the difficulty of cooking fish, at wed-dings, at funerals, in the syncope of obsessions, with the intense complexity of feelings — then continue reading this book

6

CHAPTER 1

Marketing Is Not Driven By Dummies

In the last chapter, there was a partial truth: We are not entirely dif-ferent from our dear mayfly friends. We actually have one thing in com-mon: Our time is limited, we can’t do everything, we can’t know it all, and we have to choose what to focus on so we don’t live in a whirlwind, just like they do.

Since the philosophy of dummies was created to make us become know-it-alls, we must resist the temptation to want to do everything on our own without first acquiring the right skills.

Everything, including a marketing strategy, takes time, and time re-quires our attention to be channeled.

Dummies, on the other hand, are the mannequins you find in shop windows or those who suffer the 100 mph impact of a car crashing into a tree to show what would happen to a human being

It makes sense to put dummies on display in a window, or in a test car, but dummies can’t successfully substitute for us behind the key-board or on a theatre stage. Dummies are not even suitable for market-ing, putting sponsored ads on Facebook or sending cold emails here and there.

Therefore, don’t trust the “for dummies” manuals, which, although have the noble intent to simplify difficult knowledge with a hint of hu-mour, cannot be taken as the only source of learning on a specific sub-ject. Especially not by a professional.

Marketing is the art of making a product, a concept, a work, or a per-formance so desirable that selling it is almost a transactional operation.

Marketing is not about “advertising” or “creating needs,” and espe-cially not “deceiving consumers”.

Good marketing listens to the buyers’ dreams and desires and gives them a safe way to reach them.

Marketing Is Not Driven By Dummies

7

Sure, but every once in a while you need a push, otherwise we’d still be riding in horse-drawn carriages, right?

Looking at it from another perspective, you might see marketing as a push that accompanies, more or less forcibly, the consumer to their purchase. Think of it as an attraction, a date.

Imagine having a need and finding the product that can fulfill it ex-actly where and when you need it: Marketing is just that, the marriage broker between the consumer and the product. It’s up to you to broker the times and the means for this meeting.

Marketing must fascinate to be successful. It must enter into the mental dialogue of some people (but not all) and give the answer to the questions that, consciously or unconsciously, appear in their skull.

Marketing can become the company’s powerful messenger: Gen. Z, your future buyers a few years from now, are attracted to those brands that defend social values and genuinely have the interests of consumers, the environment, and the community at heart.

Marketing and society become two concepts that merge, creating so-called societing — a theme that we’ll explore later.

To us, marketing looks more like an art or a science, rather than a technique or a simple operation that anydummycan replicate endlessly.

Well, that’s not true. Just go viral on TikTok or Instagram. Just go to a talent show, or just buy four DVDs on how to make money and move to a skyscraper in Dubai.

It’s possible, but how many actually make it?

It’s like a cake recipe. You can put everything in a bowl, mix and bake, and maybe the product will be decent. But a cake looking like the one in the picture in the recipe book can be made only by respecting the steps and procedures to make it. The more you want to get a cake that looks like the one in the picture, the more you have to consider that it will take effort; but above all, your commitment will never be at the level of a qualified, competent and creative pastry chef (unless you are a pastry