As a creator, you oughta actively bake the marketing into your product.
Marketing is a tough gig.
Itsbeen my jobfor the last ten years and Ive learned a few hard-won lessons over the last decade.
But doing it right is a mustand it makes a big difference.
Below are the 21 marketing lessons every creator needs to know.
Starting with a product nobody wants or nobody needs.
As famous investor and Y Combinatorfounder Paul Graham says, Make something people want.
Forget what the traditional playbook saysmarketing is not something that happensafterthe product development is complete.
As a creator, you oughta actively bake the marketing into your product.Think about it.
Ryan Holiday Instagram
Before the iPod came outallheadphones were black.
[*] Remember, Its Your Job Hey guess what, launching/promotion/marketing isnt someone elses job.
Even if you hired other people to help, its still on you.
No one cares about this project more than you.
No one is a better spokesperson for it than you.
[*] Execute A Masterful Launch Youget to launch once.
If you wait until the last minute, thats on you.
Planes need runway and so will your project.
Planes also need velocity, without it, no runway is long enough.
Here are some suggestions to keep in mind: First, do your research.
Figure out what has worked for other people and products in your space.
Third, hire professionals and support whatever you’re able to afford and then spend a little more.
Its about kick starting word of mouth.
You cant have that…if there is no one who knows about what youve done.
As a creative, you should probably do the same.
If marketing isnt building a list, directly or indirectly, its a waste.
Start building yours today.
Seth Godins bookPermission Marketingis a must read.
(This book will help.)
[*] Tell a Compelling Story This goes together with the previous point about language.
Remember, people love stories and use stories to make sense of the world.
Why did you decide to spend years of your life on it?
Its a narrative.Tell a story.
[*] Remember, Retention Trumps Acquisition Yes, its more seductive to chase new marketing initiatives.
Yes, it would bemore fun to get some press.
But its better to retain and optimize the customers we already have.
Well, getting better is a marketing decision, too.
Actively solicit customer feedback and optimize your product.
Anything that keeps customers is marketing.
Dont think what you aresupposedto be doing, what you think marketing isfocus on the these two principles.
The startup suddenly had free distribution on one of the most popular websites out there.
You bet it is.
Make people share this online.
Clients are so flip about.
Have we actually made it easy for them to spread the product?
Is the product even worth talking about?
You are asking your customers to tell their friends and family about youremember, thats a big ask.
Answering those questions are useful starting points when it comes to virality.
I highly recommend you check out Jonah Bergers bookContagious: Why Things Catch On.
Its about competing where there is the least amount of competition.
Successful businesses focus on being different, about carving out a new space for themselves.
As a creative you gotta ask yourself: How is what I am doing actually different?
[*] Do Crazy ThingsIve vandalized my own billboards.
Ive hadclients give away enormous chunks of their own product.
Ilied to theNew York Times,ABC Newsand the Today Show.
The endsalmost any endsjustify the means.
They want you as much as you want it.
Provided that you truly deliver the goods.
Empathy is critical here: Are you pitching the right person?
Have you shown why its in their interest to write about you?
Instead, you should start fostering genuine relationships by tapping into your peoples online communities.
AsIve said before, the most effective tool in marketing is relationships.
[*] Make More Stuff Creating more work is one of the most effective marketing techniques of all.
Robert Greene saw his sales really begin to grow after histhirdbook.
This was enough for it to be seen as a series.
This was an explicit part of Steve Jobss business strategy as well too.
Just figure out whats next.
More great work is the best way to market yourself.
Create something amazing and find people who will champion your work.
But that is not the whole story, nor the full price.
In addition to the actual cost, you are asking for the persons time and attention.
Yes, there is a risk of losing sales, but it is better than the alternative.
You are not competing only with other creatives.
Keep this in mindit will make you work harder.
