The new rules of marketing
Most folks reading this will know them already. Most of you will probably have already read them on Hugh’s blog so I post them here to help burn them in to my own brain more than anything. I’ve only posted the headline and the full text of my favourite so I’d highly recommend going to the source for the full thing.
THE HUGHTRAIN MkII
1. The market for something to believe in is infinite.
2. The most important word in marketing is “complicity”.
3. Your customers are becoming smarter about your market a lot faster than you are. Thanks to the internet, your customers are able to talk to each other. They are able to find better information about your product than you are able of willing to give them, much quicker than you are capable of giving them. The conversation will happen with or without you, you’re better off joining in.
4. The primary job of an advertiser is not to communicate benefit, but to communicate conviction.
5. A company’s primary role is to function as an “idea amplifier”. A company’s primary role is not to make or do stuff. Making and doing are mere subsets.
6. The future of advertising is internal.
7. Your job is no longer about selling. Your job is about firing off as many synapses in your customer’s brain as possible.
8. Good-bye, Messages. Hello, Social Gesture.
9. Control the conversation by improving the conversation.
10. The more porous the membrane that separates your business from your market, the easier it is for both parties to be in alignment.