3 articles tagged ‘Marketing’
- Seth Godin: Inspired by “All Marketers Are Liars”
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Seth Godin’s book ‘All Marketers Tell Stories’ inspired me to share what I’ve learnt in 30 years of the software business.
Software companies often find themselves stranded on islands of excellence, serving a small group of customers but unable to grow. Opportunistic sales result in a few more islands from time to time.
It’s depressing to see companies with excellent technology shipwrecked. A love-hate relationship with marketing is often a contributory reason. We love having many qualified leads, but hate getting our hands dirty with marketing.
Why’s marketing hated like this? In my experience the cause is often the developer background of many managers. Developers equate lead generation with advertising. And developers hate advertising even more than marketing!
- Spreading stories: Facts are forgettable by design
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We don’t see that facts are holding us back. Facts can come later; start with stories. Facts are forgettable but stories are spreadable.
I’ll bet you clearly remember stories first heard as a child. Our minds are storytelling machines, helping us remember information with exquisite fidelity.
In stark contrast: how many bullets can you remember from the most recent presentation you sat through? I’ll hazard a guess that it’s not many. Or any?
Stories are easy to remember and good stories survive by spreading. Epic stories have survived for thousands of years, and are going strong today.
- Demolish walls: Software developers and marketers
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Traditional advertising was about interrupting people to steal their attention; marketing is now about creating stories that spread.
Ask developers about marketing and they’ll tell you they hate it. This negative attitude assumes marketing is just another word for advertising.
While there was some truth to this in the past, those days are long gone.
Advertising was about interrupting people to steal their attention; marketing is about creating stories that spread.
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