Organization types and their marketing strategies:

1. Big budget brandwizard: very well resourced, creative, can do a lot to tell their stories. Example: Lego

2. Growth Hackers: analytical, constantly testing, A/B, not too hung up on the story.

3. Mere mortals: limited staff and financial resources, so must prioritize what to focus on. Concerned about the brand, but not a magician. Interested in analytics. >> this is us

>>> Mere mortal problems:

1. Unrealistic expectations

2. Decision makers don’t speak the same language

3. Proliferation of new mediums> utter. freaking. chaos.

4. Fewest resources of all teams.

>>> Mere mortal advantages

1. Proximity to users

2. Can touch people who aren’t even on the app

3. Flexible, iterative, relatively resource-light to deploy

4. Messages beat out mediums all the time.

Anything with potential users (audience) is marketing (dictionary).

Get marketing involved as they build the product road map. Not afterwards as an after thought.

Context: TRANSFORMATIONAL

Users: Looking for change: unhealthy to healthy, in pain to painless, out of control to powerful, frustrated to inspired, bored to entertained.

Biz: Downloads, engagement, revenue, brand metrics, return visits. Copy writers just write. Content creators/ strategists do more.

Shared metrics: relationship metrics, referrals, shares, likes, loves, repeat purchases, upsells

Old book on marketing: 22 immutable laws of marketing. Read it.

Next Gen Laws of Marketing:

1. Users don’t care about your product. They care about their problem and how simply the solution you offer is.

2. Intertia exists. Its super lame. Your product can help users find solutions to their intertia.

3. People love the content + companies that help them get unstuck and defy nature. People identify themselves as super human. They believe they can work less and have more, age more gracefully and do things no one has ever been done before.

Big brand biz believe lovemarks are developed through expensive immersive ad campaigns. However, Tara believes it is more about developing habits through technology.

Mere Mortals: rely on habit forming tech + transformation = love mark status. Google, evernote, Facebook. Companies can scratch “mental itches” and help ingrain habit in individuals.

Mental models unlock your superpowers in marketing: we are trying to engineer a marketing program. Use the Lean Start Up model. Develop, launch, R&D in user feedback, repeat.

HOW TO:

Step 1: Identify the problem your user is trying to solve when they come into contact with your product in terms of before and after.

Example: People come to the Food Bank because they want the community to be a better place. When they donate, they are an active part of improving the community.

Problem is that the need to feel like they are contributing to the community. Concerned about local hunger. Desire to contribute to the community.

Before: they don’t feel like making a difference in the community

After: feel like they made a difference.

Step 2: Break down the user’s path from point a to point b into 5-10 steps, tasks and sub-projects (eg research,