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How do you market your product without marketing your product

March 27th, 2009

No one cares about your stupid product as much as you. It’s about them feeling badass when they use it. – Chris Brogan at the SoCal Action Meetup

So then – how do you market your product without shoving it at people? Don’t I wish I had the answer!

From what I know from being a consumer, and my experience with marketing, the best way to market a product is by giving people the WIIFM (what’s in it for me) and then letting them sell themselves on it. But, that can still be shoving your product down their throat if it’s not done tactfully and honestly. So back into the conundrum of marketing without marketing we go…but this time I am bringing along backup. In my arsenal (also known as my rss feeds) I found some great articles with advice on marketing without marketing:

Roy H. Williams of Wizard ads has a great post of ‘Never’s’ for advertising…

Oliver Blanchard (The BrandBuilder) covers a few pointers for account exec’s or “sales guys”…

Mary Schmidt, marketing troubleshooter, covers the difference between “M”arketing and “m”arketing…

Ari Herzog gives us 20 advertising and marketing strategies…

Chris Brogan reminds us to be careful what message we send…

Steve Woodruff (StickyFigure) analyzes Burger King’s  ‘daring’ marketing…

Adrianne Machina, CVO of Tornado Marketing, reminds us about consistency in marketing…

and lastly, one from my own arsenal, I ask you to question who your marketing is really for…

So, now that you have a bit of ammo of your own, do you think you can try marketing without marketing? Am I missing a great non-marketing article? Feel free to share it!

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Kirsten

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Categories: Creative Business Ideas, Motivation from other bloggers | View Comments

  • Marketing has to be one of my most favorite things, I love reading about it. Thanks for the great links!!

    <abbr>Lindsay’s last blog post..What About Sex On The First Date?</abbr>
  • Joe
    I remember the first marketing seminar I ever attended, about six months after I started the gig I've been at lo this past decade. The topic was product marketing versus market marketing. It took almost five years and one huge contract to convince the powers that be to adjust our focus to market marketing, which uses our customer base as a guide to determine product offerings.

    The idea in five cent form is that once you have a client list, it is easier to deepen the existing relationship than it is to recruit a new customer to join the list, therefore your ROI is greater to discover what add ons they want and become a convenient one stop for them, rather than finding everyone who could want the thing you are making.

    The other advantage is the improved relationship. For us, that has meant trimming the marketing budget has had less of an impact on these customers. It does impact new prospecting, but that impact is lessened by the overall benefits of looking at what our best customers use that we weren't selling and finding a way to sell them those things.

    <abbr>Joe’s last blog post..Wishcasting</abbr>
  • RT @kirstenwright: No one cares about your stupid product as much as you.It?s about them feeling badass when they use it: http://is.gd/pjCs
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