I want to talk about a video I saw about the 3 levels of marketing.
1) Most companies sell like this: here is a pen, it comes in 15 colors, and it’s got this snap-on-and-off thing.
A couple of features, a couple of tweaks, etc…
It’s totally redoable, and can’t be owned.
Even by adding some value by saying “Hey look, the top part won’t break”, still, it’s not owned, it’s duplicatable.
2) The second level is finding a way to make the pen work for certain types of people. So for example… A pen that would be able to write on any surface. So now it’s something that’s more valuable because it’s not just a pen, it’s a pen that solves my problem. Maybe 23% of companies get to this level.
3) The real level and the rare thing to reach is what the Nikes, Apple, and Disney are doing.
They understand the emotions that someone might have.
So they won’t advertise the pen, they will do a series of shots that will show a video of a frustrated person throwing the pen in some kind of situation out of anger, or trying to write and it won’t work, and then they will come back one day with a video of a pen that says: never again.
It’s one step passed the feature and benefits… Realizing there is a person behind this who has an emotional connection to the scenario.
Now it’s not about the pen, it’s about the message of not being frustrated. And that opens the door to many more products you can sell.
Now the question is are you frustrated? We got a bunch of products to solve that.
That’s what these brands do. Follow me on social media:
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