26 principles to stand out & remain in control

  • First principles, not best practices.The latter changes often, the former never does.
  • Give give give before asking.Humans want to take it all without giving anything first. When in doubt, I give first.
  • Nothing is real.Perception is everything. What we see, hear, understand passes through a filter called “the brain.”
  • Market-ing. NotIt’s all about the market and their perception.
  • Paleolithic emotions, medieval institutions, and godlike technology. Humans have not changed. Act accordingly.
  • People before numbers. One single conversation with one single customer can lead to more breakthroughs than 10 hours starring at a Google Analytics dashboard.
  • One thing. I find it more effective to give 100% of my attention to ONE thing as opposed to 20% of attention to five different things.
  • Never ask someone what they want. Use psychology principles to get to the answer.
  • Status is everywhere. It’s our position in the hierarchy and humans use this for everything.
  • Don’t try to differentiate using logic.Or your competitors will arrive at the exact same point. Be irrational in one dimension.
  • No one cares about or your brand.They care about themselves.
  • Humans ‘satisfice,’ they choose the least uncertain option, not the best option.
  • A brand is just a tool for humans to ‘satisfice.’(see above)
  • Psychographics over demographics. What triggers them to buy? What is stopping their progress? Where do they want to go?
  • Double Jeopardy Law. Brands with less market share have so because they have far fewer buyers (first jeopardy) and these buyers are slightly less brand loyal (second jeopardy).
  • Bad marketing comes from a place of fear. Fear of not making enough money, not being heard, not being noticed, being fired, being mocked…
  • Clutter is the enemy.Not your direct competitors.
  • The challenge with good marketing is to align what you do with what you say.Your behavior, as a brand, goes beyond features, price, customer support… It’s everything that you do (and also everything you don’t.)
  • Stop and reconsider what you’re doing if it’s not impacting the number of customers, the average transaction size, or frequency of transactions per customer.
  • You can’tchange people’s minds with data (at least not in the short term) but you can encourage them to persuade themselves.
  • Trust your gut. Your subconscious is much more powerful than you give it credit.
  • Why waste time say lot word when few words do trick.
  • Diagnosis, strategy, tactics.In that order.
  • New tool? New channel? New whatever? No problem. I can learn about it and apply the same principles.
  • The Bizarreness Effect.Incongruent or surprising things are more memorable than expected/common ones as they’re more distinctive.
  • Take some f*cking risks.Life is very, very short.

 
 Πηγή: everyonehatesmarketers.com

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