is the right marketing question?
The incorrect question is “Our project isn’t getting any traction, how can we improve its promotion?”
The correct question is more nuanced, and it’s far more important.
We’re trying to change the world in a certain part. How can we find the best people to tell the (true) stories that will help them reach their goals and that they will tell to others?
This is worth understanding and breaking down the components.
Make a Change Any project that tries to maintain the status-quo will struggle to grow. The first step is to be clear on what you want to change.
The right people: There is nothing worth spreading that appeals to everyone. Who is your someone then? What do they fear, want and believe? How can you move from being mediocre towards being specific?
The right (true story):Marketing never involves the complete experience of all facts, specifications, and impacts of your service or product. It’s what we tell ourselves. It’s the story we tell ourselves about it. You can build upon the story over time if it is true. Users won’t be disappointed.
helps them to get where they want to go It is very hard to prove that a customer or prospect is wrong. It’s hard to make them want something they don’t want. It’s an opportunity to help them get what they always wanted.
Finally…
What they will tell their peers: Not everyone, but only to those who trust them. Why would they do this? Why would they do that?
After you have figured all this out, a promotion might make sense.
