Wasted marketing investment

Most marketing ‘investment’ is wasted…

On short-lived assets that don’t work & don’t last.

Except these 3 things are never a waste:

1) Inviting us on the right journey

• Know where users are
• Know where users want to go - The right journey: a direct path between these places

First sell the journey, not the vehicle.

2) Giving more than you ask

• We dismiss ‘asking before giving’ as ‘sales’.
• We engage ‘giving before asking’ as ‘value’.
• We’re more likely to buy from the latter.

So do the latter, silly!

3) Making it more enjoyable

• If it’s less enjoyable than what we’re doing, we skip it.
• If it’s more enjoyable than what we’re doing, we click it.
• This is as true of execs at work as it is kids at home.

All else being equal, we prefer the not-boring option.