The Kazushi

The Candid Imbalance of Dan Walsh

Category: Marketing

Your Customers Don’t Care About You

Stop talking about yourself and start talking about them.

Humans are selfish. All lifeforms are selfish. This isn’t a condemnation, but an observation. We have to be selfish in order to survive. Higher level organisms develop group mentalities or morals which confuse the matter a bit: bees, ants, wolves, dolphins, humans, etc. But the simple truth is that everyone is selfish to an extent, and we’re most often selfish with our time and attention. If you’re trying to start a new business, launch a Kickstarter campaign, bring in new clients, get a promotion, or sell a book, it is vital to think about your selfish customers. What’s in it for them?

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Choose Channel or Product First?

 

My students are wrestling with a fundamental concept in marketing: The product determines marketing channels, and marketing channels determine the product. You can approach the problem from either side of the equation – channels first or product first – but options will become increasingly limited with every choice.

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The Right Keywords

The difference between how you describe your product, and how they describe your product.

We talked about the importance of keywords the other day in class and reminded me of an important distinction. There are two ways to think about keywords. The first is from your perspective and the second is from their perspective. The right keywords lie somewhere between those two points of view.

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The Untapped Potential of the Basis Health Tracker

basis band on wrist

Basis needs notation, profiles, and GPS.

I received a Basis Health Tracker for Christmas from Angelica. I’ve been using it for slightly over a month now. Overall the device is awesome. The combination of heart rate, accelerometer, temperature, and moisture sensors create a robust mesh of personal data that can lead to some really interesting insights. Compared to other sensors on the market which are all glorified pedometers with whizz-bang software, the Basis dominates on the hardware front. It’s no slouch on the software side either. The web interface does a great job of pulling together the different data types into something understandable, but there’s a lot of untapped potential remaining. A notation tool, user profiles, and gps tracking would all drastically improve the experience.  Luckily, all of these improvements are software changes that could be applied to current hardware.

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How To Get a $120,000 Marketing Education for Free

Help a good cause and become a crack digital marketer at the same time.

I was on a panel of marketing experts last night. The topic of the evening was how to transition into marketing from another field. Everyone on the panel had started in some other industry and through circuitous professional paths wound up as marketers. We fielded questions about necessary skills, useful tools, and challenges in the industry. Someone in the audience asked how best to gain marketing experience. This can be tough because most digital marketing experience requires liquid capital to spend on paid media. Gaining digital marketing experience can be expensive. Google AdWords isn’t free. Facebook ads cost money too. Every channel requires a budget of some kind. So if someone wants to break into digital marketing, and their current employer won’t take a chance on them, how can they do it without tapping their savings account?

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Product Market Machine

product-market-machine

After 6 years of launching over a dozen sites and more than 100 products, I’ve realized a successful business can be distilled into three key areas: product, market, and machine. The success of a new business hinges on getting these three areas just right.

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Why I Love Marketing

The noun, verb, and profession of marketing is a quagmire of foggy emotional connotations and buzzwords that smell like swamp gas.

Viral!

Holistic!

Market Saturation!

360 Campaign!

Blah.

Blah.

Blah.

I love marketing.  Read the rest of this entry »

Professional Meandering

I never thought I would become a marketer.

The first time a teacher asked me what I wanted to be when I grew up, I’m pretty sure I answered “inventor”. Cartoon inventors always had experiments harmlessly blow up in their faces and that looked like fun to me. Read the rest of this entry »

The Joe Sugarman Editing Principles

The following is excerpted from Advertising Secrets of the Written Word, by Joseph Sugarman. It specifically deals with editing ad copy, but can easily apply to articles, essays, fiction, and non-fiction. Read the rest of this entry »

9 Step Marketing Strategy

I have adapted this strategy from a presentation at General Assembly by Justin Williams.  It’s a great framework for building a marketing strategy, and a fun exercise.

Step 1: Define Your Objective

What is the specific business objective you want to accomplish?

Step 2: Define Your KPI’s

How will you measure success? What amount of success is expected? What amount will determine success?

Step 3: Pick Your Targets

Specifically, who do you want to see your campaign? How many different segments will be reached by this campaign? Read the rest of this entry »