The Hidden Power of Everyday Marketing Moments: Attention Is the New Currency

Table of Content

Importance of Marketing
Everyday Marketing Activities
The Science of Prospects
Tesla’s Marketing Strategy
Gaining Attention in Marketing
Low-Cost Marketing Strategies for Startups
Remarkability in Marketing
Psychological Moonshots in Marketing
The Psychology of Effective Marketing

Without marketing no business can survive, people who don’t know you exist can’t purchase what you have to offer, and people who aren’t interested in what you have to offer won’t become paying customers.

Accounting is a department. Marketing is not a department.

Marketing is something everyone in your company is doing 24/7/365.

Every successful business finds a way to attract the attention of the right people and make them interested in what’s being offered. Without prospects, you won’t sell anything, and without completing profitable transactions, your business will fail.

Just as you can’t communicate, you can’t market.

Every time you answer the phone, it’s a marketing
Every time you send an e-mail, it’s marketing.
Every time someone uses your product, it’s a marketing.
Every word you write on your Website is marketing.
If you’re in the restaurant business, the after-dinner mint is marketing.
If you’re in the retail business, the checkout counter is marketing.
If you’re in a service business, your invoice is marketing.

Marketing isn’t just a few individual events. It’s the total of everything you do.

Marketing is the art and science of prospects-people who are interested in what you have to offer. The best businesses in the world find ways to attract the attention of qualified prospects for a reasonable price. The more prospects you entice, the better off your business will be.

There are many best marketing strategies for any startup. Nowadays it’s very easy to do marketing.

Tesla’s Absurd Marketing: How Zero Ads Create Millions of Conversations

Tesla has become one of the world’s bestselling car companies. The Tesla Model Y is the best-selling car in Europe and the Tesla Model 3 is one of the bestselling luxury vehicles in the United States. Tesla’s advertising budget is $0.

Tesla doesn’t need to advertise because it’s brand-driven and defined by its absurdity.

In 2019, Tesla got a new “Caraoke” function which allows owners to turn their car into a Karaoke machine, and in 2015, Tesla famously released a “Bioweapon Defense Mode” which protects the driver from bioweapons. They introduced an “Arcade” mode which turns the car into an arcade on wheels; they installed “Easter eggs” – hidden features that the driver has to find, which include making the car look like Santa’s sleigh, turning the road ahead into a rainbow, and even a “fasting mode” that causes the car to produce fart sounds from any passenger seat in the car.

All these things sound immature and stupid but when you delve into the social-listening data, these absurd features produce more conversations than the useful features of all of their key competitors combined.

People have no incentives to think, talk or write about things that maintain the status quo, but they have a tremendous incentive to share absurd things that mock it, tear it down and laugh in the face of it.

If you look around you, you’ll notice that the most powerful brand storytelling leverages the power of absurdity. You will known for the most absurd things you do. Those absurd things will do the job of saying everything about you, and you won’t have to say anything at all. Absurdity is more effective and more fun, but it’s not for the faint-hearted, it’s for the risk-takers, the idiot and the genius.

Grabbing Attention in a Distracted World: The Golden Rule of Marketing

Rule#1 of marketing is that your potential customer’s available attention is limited. Keeping up with everything in your world would require way more attention than you have to work with. To compensate, you filter you ration your attention, allocating more to things you care about and less to things you don’t. So does everyone else, including your potential prospects. To get someone’s attention, you have to find a way around their filters.

When you’re seeking someone’s attention, it’s useful to take a moment to remember that you’re competing against everything else in their world. To be noticed, you need to find a way to earn that attention by being more interesting or useful than the competing alternatives.

You want the attention of prospects who will purchase from you, otherwise you’re wasting your time.

Earn the attention of the people who are likely to buy from you and you’ll build your own business.

People ignore what they don’t care about. One of the primary functions of the human brain is perceptual filtering, determining what to pay attention to and what to ignore. The fastest way to be ignored by anyone is to start talking about something they don’t care about.

Low-Cost Marketing for Startups: Build an Audience, Share Your Knowledge, and Thrive

The low-cost marketing idea for a startup is to build an audience organically through your Social Media presence. There are many options for low-cost marketing.

Here are some:

Build a great Website.
Search Engine Optimisation
Content marketing
Use social networks
Share video content online
Encourage customers reviews
E-mail marketing

If you don’t want to spend too much money on your marketing side these are the best options for doing the marketing. Through these approaches, you will get a vast majority of audience presence and later you can sell your products and services to them.

As a startup owner, you share everything you know through your social media platforms. Don’t worry somebody will copy your idea or techniques.

You have probably heard of Emeril Lagasse, Mario Batali or Bobby Flay they are great chefs, but there are a lot of great chefs out there. So why do you know these few better than others?

Because they share everything they know. They put their recipes in cookbooks and show their techniques on cooking shows. recipe is much easier to copy than a business. Shouldn’t that scare Mario Batali? Why would he go on TV and show you how he does what he does? Because he knows those recipes and techniques aren’t enough to beat him at his own game. It doesn’t work like that. Yet this is what many in the business world think will happen if their competitors learn how they do things.

So what you can tell the world about how you operate that’s informative, educational and promotional. These will help you to build an audience without spending CAC (customer acquisition cost).

              Advertising is the tax you pay for being unremarkable”

                                                               (Robert Stephens)

Stand Out to Sell Out: The Power of Remarkability in Capturing Attention

Remarkability is also one of the best ways to get attention. Show the people what you have. Sometimes you may be identified people will come and ask you about your shoes, or any other materials because people pay attention to your shoes, they also may likely to buy. So remarkability will also help you to bring perspective.

If you design your offer to be remarkably unique enough to pique your prospect’s curiosity will be significantly easier to attract attention.

You don’t have to appeal to everyone to succeed. You just have to attract enough “Attention” to close enough sales to produce enough profit to keep going. To do that, it’s best to focus on attracting the attention of the people who will care about what you’re doing. There are eight billion people in the world 99.999% of them would rather not give you their money, so be smart.

Psychological Moonshots: The Hidden Forces Driving Customer Satisfaction and Loyalty

A psychological moonshot is a relatively small investment that drastically improves the perception of something. Psychological moonshot prove that it’s nearly always cheaper, easier and more effective to invest in perception than reality.

Uber Labs discovered several key psychological principles that impact a customer’s satisfaction with Uber and their perceptions of the overall experiences: the peak-end rule, idleness aversion, operational transparency, uncertainty anxiety and the goal-gradient effect. Understanding these five powerful psychological forces allowed Uber to completely redesign an entire industry and create a business valued at $120 billion.

The peak-end rule: Customers will judge their entire experience on just two moments- the best (or worst) part, and the end. This perspective helps us to understand why a terrible flight at the start of a holiday has less negative impact on satisfaction than a terrible flight at the end of a holiday. It also explains why Uber drivers are trained to be exceptionally kind to you at the end of a ride, moments before you rate them and offer them a tip.
Idleness Aversion: Our Need for Justifiable Business. Uber Labs cited research that people who are busy are happier than people who are idle. Instead of merely letting users know what time their driver was due, the Uber Labs team installed several engaging animation-including a moving car on a map that gives customers something to watch while they wait in an effort to avoid “idle unhappiness.” Studies show keeping your customers busy can improve customer happiness, retention and conversion by more than 25 per cent.
Operational Transparency: Branding should be glass boxes. Uber Labs used a psychological principle called operational transparency and began explaining each step going on behind the scenes to show the rate of progress during the wait. They included the arrival time estimate calculation, gave a detailed breakdown of how the fare was calculated, justified estimates for everything and provided quick updates with an explanation when something changed. These changes resulted in an 11 per cent reduction in the post-request cancellation rate, which to Uber, with more than 7 billion trips taken per year, is a multi-billion dollar improvement.
Uncertainty Anxiety: This is psychological frustration at the heart of the problem. Domin’s understood this, and in 2008, using their preexisting in-house order management software, they created the now famous “Domino’s Pizza tracker”, which shows customers exactly where their order is in a five-step process. people don’t want faster delivery they want less uncertainty about the delivery.

The Power of Desire: Why Effective Marketing Ignites Customer Demand

Conclusion

Effective marketing makes your prospect want what you have to offer. For prospects to be willing to pay you good money for what you’re offering, they must want what you have. If your marketing activities don’t produce some visceral feeling of desire in your prospects, you’re wasting your time and money.

Marketing has many psychological aspects also, you should have to consider that, without that part, you can’t build prospects.

Hope you enjoy reading these, Thank you