Marketing is about overlaps.

It’s about uncovering the overlaps that human people share and connecting them to something in someway.

It’s about the alignment of overlaps, the fights of overlaps and the connection in values that come when someone overlaps with you.

Overlaps mean that we share human experience together and when you come at the other people you work with with this “human” mindset you can achieve some magical results.

Fast and cheaper is only one axes on the chart.

You can also be slow and expensive.

The thing is that if you are slow and expensive, it has to be of some value to me. Maybe it’s because you do a better job, go deeper and raise my status. Maybe the way it’s designed makes me feel a certain way that makes it worth the price (like we have seen with Apple in the earlier days).

Fast and cheaper is not the only strategy.

Not everything that counts can be counted and not everything that can be counted counts.

What you call people – changes how they fundamentally interact with you.

If you don’t call them by anything – you loose connection with that person. If you call them by their name you start to form a connection.

But it can get more interesting when you give nicknames to that person.

You may call them an expert, a professional or a creative.

You may call them your college, your partner or your co-worker.

These may all mean the same thing but we must remember that different words mean different things to different people.

Be careful what you call someone: it can change how they act and how well you are connected to them.

People are always looking for escape routes.

Escape from their problems and their anxieties.

Or maybe just to escape from their current reality in hopes of going to a new place.

As marketers, we take them down these routes on a journey to change.

Show them the escape route and lead them down the path…

As a marketer you get to decide where energy is placed and focused on in the customers mind.

If they are focused in on the right points – it creates change – the wrong points can create interruption or apathy.

This is another way to describe a marketer: as an energy creator and an energy placer.

We place human focus and energy to places that give both the business and the customer the highest return over the long run. Physically. Psychologically. Technologically. Financially.

Great marketing really comes down to two things : reward and punishment.

Reward – Pain = Appeal of an Offer

How can you maximize the reward factor?

How can you minimize the pain factor?

Reward also doesn’t mean just pleasure and having no pain doesn’t mean things can’t be difficult in the offer.

It’s about maximizing the satisfaction of specific desires and fears.

Small and short term campaigns simply don’t add up to long term campaign success.

You want to stick with one fundamental insight and be consistent with it.

You can show up in different ways and test different things but campaigns should inspire to be long term experiences that are built off a fundamental human insight.

Short sporadic campaigns don’t add up to anything of real value.

Everyone has an internal monologue that goes on in their mind everyday – and it doesn’t stop.

“Am I good enough?”, “Will this work?” “I don’t know what is going to happen.”

It’s constant questions and stories in countless variations that make up each individual person.

As a marketer, you seek to understand the monologue, then play that character that helps that person cope, overcome or change their monologue.

It’s easy to “spike change” but what’s harder is “consistent change”.

Spike change is an emotional reaction or a trend.

Consistent change is a change in the culture or a change in identity.

Consistent change comes from and can only come from persistence.

Doing something so much that it becomes the new normal…

Great marketing is built from great attraction.

People relate with brands that connect with their energy in some way or another. They engage with brands that change their energy in some way.

And attraction itself is built from energy.

What energy does your brand have that creates customer attraction?