The Business of Authority

Is It Marketing BS Or Genius?

Episode Summary

Is It Marketing BS Or Genius?

Episode Notes

Is It Marketing BS Or Genius?

Talking Points

• The $36 jump rope
• Sometimes you pay a premium for things outside of the thing you’re actually buying, like an experience or a lifetime guarantee
• Why it’s important to understand why people are willing to pay more money for a thing or a service
• Understanding how your audience likes to get information
• Getting past the demographics
• Being clear about your values
• Best is subjective
• Noticing the story that you tell when you recommend something or give a gift
• Picking your battles
• Connecting a desire to a product

Quotable Quotes

“When it’s real, it’s not BS.” –RM

“It’s not just the information transfer. If it were just information transfer, then everything would probably be a book or an audio file. You’d do everything in one medium. But you don’t.” –JS

“You’re not making it up, it’s your story but you pick the points you want to tell and how to tell them based on what the pull is between you and your audience.” –RM

“If you’re trying to help people who are into renewable energy, it’s going to be pretty hard to sell to climate deniers. Pick your battles.” –JS