ARCHIVE — Evangelist Marketing Minute Newsletter

Early Adopters & Mainstream Customers

I was meeting with a top Motorola marketing executive last week, and he was telling me about the company’s “fan boys” and how important they were. I call these customers early adopters, and here’s my best possible advice about them: avoid them. Don’t market to them. Because when you do, you master language, behaviors, techniques that…

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Characteristics Of Apple’s Marketing

Apple introduced its new Retina display Macbook Pro laptop last week, and it was prominently covered by nearly every news organization in America. A laptop, with nearly as much coverage as a new iPhone. How? Why? Here’s four key characteristics of Apple’s marketing that you can emulate: World-class products and services — Most of you have this,…

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Observations from Silicon Valley

I spent last week in Silicon Valley, as I do about once each month, meeting with clients. I spent time with some of the best-known brands in the world, as well as startups. Some observations: Most products and services are much better than the marketing that promotes them. Most marketing language is too technical, too…

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Marketing Over Venture Capital

A lot of small companies have been contacting me for help lately, many of them start-ups. Nearly every one is venture funded, or seeking it. I met with a start-up CEO the other day, and he asked me the perfect question: “Do you think we should seek funding?” I told him what I’m about to…

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Strategies & Assessments

I find that holidays and long weekends are wonderful times to assess plans and strategy, and today is ideal: we are five months into the calendar year, which means that there’s plenty of time to implement new techniques, and see the results. Consider: Are you thinking big, or do your customers think and talk more…

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Message Before Platform

The problem with most social media “strategies,” and even most public relations approaches, is that they are platform activities being executed before the message has been perfected. Good marketing is saying the right things from the right places. Most companies are saying the wrong things from questionable places. (GM was smart to pull its $10…

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The Direct Correlation Between Stock Price & Marketing

Consider these stock prices: Apple in 2000: $23  |  Today: $566 Amazon in 2000: $30  |  Today: $228 Microsoft in 2000: $58  |  Today: $31 Netflix in July 2011: $295  |  Today: $77 What lesson do these numbers teach? That consumer excitement — which we create through excellent marketing — is correlated directly, positively and precisely,…

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Be the Disruptor

This Week’s Launching Point:  AT&T’s CEO had this to say at a conference last week, and it was published widely on the Internet. “You lie awake at night worrying about what is that which will disrupt your business model. Apple iMessage is a classic example. If you’re using iMessage, you’re not using one of our…

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Thrill One Customer At a Time

The week after the iPad 2 came out, one customer had to make a return after waiting in line all night. There was a yellow sticky on the returned iPad that said, simply, “Wife said no.” News of this return got to Apple’s executives, and a short time later, a box showed up at the…

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The Power of Results Stories

There’s a section in my new book called Results Stories. They are the extremely powerful — but wildly underused — stories of your happy customers. They are the stories of how your product or service has improved the lives of real people. Results stories relate your life-improvement value in the words of thrilled customers, which is the…

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