A Quote by Seth
Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.
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If you could distill this down to a single principle its that the best marketers in the world know MARKETS first and foremost, and secondly they're students of MARKETING. It's more important to know a MARKET than to know MARKETING, and I teach people MARKETING! And so, as far as this seminar is concerned, it's all about knowing a market, and it's so thorough that even if you don't have personal experience in that market you can still go into it and find out, what are the things that people will pay money for!
If you take all the marketing books in the world and distill them, the key to marketing is hope. People buy hope, the hope that you will help them solve a problem or achieve a goal.
As members of a social species endowed with large brains, we are natural-born marketers. Capitalism, the economic system that has elevated innumerable people out of abject poverty and misery, is founded on marketing. Everything that defines your daily existence has the indelible marks of marketing on it.
I have friends in prison. I send them money. I send them food. They say, 'Bro, get me out of here.' There's nothing I can do. They're five years in on a 20-year sentence. They went in at 16, they'll get out at 36. That's a lifetime.
Books are like your children. They take nine months to write; the manuscript weighs six pounds and...you send them out into the world and hope that some day they'll send back money.
Some people have low susceptibility to advertising and marketing techniques. These are the people who aren't interested in money. Material acquisition does not serve their need for the power process.
Guerrilla marketing requires you to comprehend every facet of marketing, experiment with many of them, winnow out the losers, double up on the winners, and then use the marketing tactics that prove themselves to you in the battleground of real life.
Advertising has to be contextual, as the potential in 'push' marketing is fairly limited and is largely viewed as spam. Thus there is a need to get into 'permission' marketing and 'pull' marketing to deliver value to marketers.
You shouldn't send people out to do a job which you cannot afford to equip them to do.
As a doc, though, I've seen what happens when people are under a lot of stress. Doesn't always bring out their best. When people are scared, they get angry. They'll do things they never thought they would. They'll bargain and compromise in order to survive; they'll chase after miracle cures and believe just about anything so long as it gives them hope. When hope fails, then watch out. Some people get brutal. They'll turn on each other; they'll become their own worst enemies.
A business exists because the consumer is willing to pay you his money. You run a business to satisfy the consumer. That isn't marketing. That goes way beyond marketing.
Social media is a great way to get customers. Time is money. If you do this right, it costs money. But social media is great because you put stuff out there and see if it works almost immediately. You can test to see if it will be effective for your company. It's easy if you hit a nerve and talk about something people are interested in. It's easy for them to share with their friends.
If you come from a working-class background, you can't afford to write full time, because you're just not being paid. Basically, all my arguments come down to Marxist doctrine: The world is shaped by money, so the only voices you'll hear are the ones with money behind them. But thankfully, culture and cool are some things that circumvent money, because if you're cool, people will want to give you money - suddenly you shape the market and people start coming to you. Which is why culture has always been a traditional way out for working-class people.
Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.
The absolute base-level thing that you do as a new screenwriter is send out query letters. Literally, you just say, 'Hi, Mr. So-and-So,' and you give them a one-sentence description of one of your scripts. You send it out to a list of people you found on the Internet.
I'm not a big fan of file sharing. I mean, I've done it quite a lot for other people, where they send me the file, I do it and send them back. You don't get any back-and-forth and exchange and feedback when you do it that way.
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