Scott Brown is a legend in the world of marketing and he has a reputation for being a marketing genius. His latest book, “Reimagining the Marketing Game” was published earlier this week. His book is about his journey as a brand consultant that helped the likes of Microsoft and Nike achieve their goals. He discusses the three levels of self-awareness in his book and how marketers can better get to the third level.
What is this third step in awareness? In Brown’s words: “Know your audience. That’s the first step. Don’t just talk about it, know it.” To accomplish this, you have to know your audience. Sure, a lot of marketing is about talking about your brand to people, but don’t forget to listen and get the details.
And once you’ve done that, then what you’re left with is to show that you know what your audience wants and need, and then you can work toward their needs. In this case, the people who want to kill you. If you want to be a good person, you have to be a good person. You dont need to be a genius, but you do need to be smart enough to know your audience.
That is the hard part. The best marketers don’t feel the need to be smart, they just know what they want people to do, and they know how to show it. I mean, its nice to be talking about how awesome you are, but how are you actually doing it? The things that are most likely to convince people you know what you are doing are things that you say, not do, and that you can show in action.
There’s a fine line between telling people and being able to show them. Some things that work for the latter are things that scare people.
You see, when it comes to selling things, you have to be able to show people what you are selling. If you are a real big shot, and you can’t tell your real story in a way that people can relate to, you are likely not going to succeed as a marketer. The same goes for a marketer who is only on the phone with someone. You are unlikely to be able to sell what you are selling when you are “just on the phone.
You see, the people who buy things are the people who buy products. So when you are selling a product, you have to be able to tell the story of the product in a way that people can relate to.
I am not a big shot. I know that. But I do know that I am on the phone with someone. And I do know that I am not just talking to another human being on the phone. I am talking to my boss. And I do know I am not just talking to a human being. I am talking to my boss’s boss. I am talking to my boss’s girlfriend. I am talking to my girlfriend. I am talking to my brother.
Not to mention the fact that we all have the same job. And the same amount of time.
It’s hard to explain what that job is without breaking it down. I think the job description is pretty self-explanatory, and the reality is that most people in the company have never really worked outside of the office and never really had a real life outside of work. So when I am talking to someone at work, I am basically talking to my boss.