Someone gets a great marketing idea: A link building technique, or a new format for a print ad, or whatever, doesn’t matter. It works great, and everyone sees that.
Which causes this
EVERYONE says OMG we gotta jump into that. They get pumped. It’s like marketing steroids. GOOOOOOOO
Which causes this
Which causes this
And 99% of those people fail…
And those people all write posts about how that technique is dead.
That’s significance.
WE LOST sight of this in the last 15 years.
And by the way – this isn’t Google’s fault. All Google wants is to deliver what marketing has always been about: Significance. What’s going on with Google right now is a symptom of how a lot of us marketers have dealt with the rise of search.
You establish significance by marketing your product to those who are compelled to respond in some way. People who simply can’t resist.
You establish significance by marketing your product to those who are compelled to respond in some way. People who simply can’t resist.
This is about MARKETING.
Weird is about finding the right audience.
You establish significance by marketing your product to those who are compelled to respond in some way. People who simply can’t resist.
Here’s a good example: Blenders.
Weird exists at the intersection of two interests.
It works even better if both ideas are real passions of your audience.
And notice, this also gets me all the stuff that search engines want.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
Another kind of weird is ‘random affinities.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
and you don’t have to read minds to figure it out
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
That’s because good marketing is good SEO.
This is about MARKETING.
Once you get the weird talking about you, you’re 1/2way to significant. Now, you need whatever it is you’re putting out there to be useful, so that when other people hear about you, they nod and say, “Yeah, helpful.” It can’t just be BUY BUY BUY.
Useful may mean it makes you stop in your tracks.
Some of the greatest marketing in history made waves. Would a typical political advisor say, “Go tell people how hard this is going to be.”? NO.
It’s harder because it requires that you step well outside comfort zones. You might say, “Well, I just sell forks. How do I make those entertaining?”
THESE GUYS SELL UNDERARM DEODORANT
you want ideas?
But there’s no formula. You have to have an idea, first. Don’t start by saying “Instagram is hot, let’s go there.” You’ll be chasing your tail, forever.
But that question makes me sad regardless.
Once you get the weird talking about you, you’re 1/2way to significant. Now, you need whatever it is you’re putting out there to be useful, so that when other people hear about you, they nod and say, “Yeah, helpful.” It can’t just be BUY BUY BUY.