chrisgilbey

Posts Tagged ‘Singularity Is Near’

Effective Marketing

In Convergence, Technology on January 23, 2011 at 7:30 am
Ray Kurzweil at UP Experience 2008.

Image via Wikipedia

People invariably don’t understand how marketing works. Even marketers don’t understand.

They think that if they buy more spots on TV, make a harder hitting ad, they will sell more product.

They think that if they shout louder, they will get their ideas across more effectively.

The reality is that they marketers are generally like an English-speaking tourist in a foreign country, lost and looking for their hotel, or a restaurant, or a bathroom. The urgency they feel to cut through is compelling. But the fact that they speak a different language doesn’t help. And if they speak louder, or put on a Monty Python German or French accent, it isn’t going to help them communicate with the locals, who think that this foreigner is not just ignorant, but mad as well.

We are all trying to sell or buy something. It helps if you understand and speak the local language.

However, even if you do, you have to find a way to cut through.

I remember my friend Ervin Grinberg telling me that sometimes in the crowded room the way to get through to people is not to shout louder than everyone else, but instead to go up to someone and whisper in their ear….
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