All Marketers Are Liars/Godin 18-25

20 Marketers can no longer use commercials to tell their stories. Instead they have to live them.

22 HOW MARKETING WORKS (WHEN IT WORKS)
Step 1 Their Worldview and frames got there before you did.
Sept 2 People only notice the new and then make a guess
Step 3 First impressions start the story
Step 4 Great marketers tell stories we believe.
Step 5 Marketers with authenticity thrive…no marketing succeeds if it can’t find an audience that already wants to believe the story being told.

24 Everyone will not listen to everything.

25 Positioning by Jack Trout and Al Ries is one of the most important marketing books ever.

The Anatomy of Buzz/Rosen 196-199

197 make customers spend more time on commercial web sites is to let them interact with other customers.

199 The bottom line: If you can create a structure that will allow your customers to interact, you may increase buzz.

The important thing is to focus on ways to motivate your customers to talk to each other and spend time at your site.

People rush through subway stations but they love to mingle in cafes.

If every member of the community feels that adding more members will help the community achieve its purpose and will help the members achieve his or hers, you get real buzz going.

In the long run, the more your customers interact with each other, the more likely it is they will stick around.

3. Prompt Your Customers to Spread the word.

The Tipping Point/Gladwell 52-60

54 the best way to get in the door is through a personal contact.

When it comes to finding out about new jobs—or, for that matter, new information, or new ideas—weak ties are always more important than strong ties.

The strength of weak ties. Acquaintances, in short, represent a source of weak ties, acquaintance, in short, represent a source of social power, and the more acquaintances you have the more powerful you are.

55 …the closer an idea or a product comes to a Connector, the more power and opportunity it has as well.

59 There are people specialists, and there are information specialists.

60 Maven…means one who accumulates knowledge

All Marketers Are Liars/Godin 11-18

14 In other words, it wasn’t Kiehl doing the marketing---it was his customers. Kiehl’s told a story, and the customer told the lie to themselves and to their friends.

…consumers are complicit in marketing. Consumers believe stories. Without this belief, there is no marketing. A marketer can spend plenty on promoting a product, but less consumers are actively engaged in believing the story, nothing happens.

15 Successful marketers are just the providers of stories that consumers choose to believe.

16…the only way your idea will spread is if you tell the truth.

This is what makes it all work: a complete dedication to and embrace of your story.

I believe marketing is the most powerful force available to people who want to make change.

17 Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization.

18 When it comes time to invest, it’s pretty clear that spreading the ideas behind the medicine is more important than inventing the medicine itself.

The Anatomy of Buzz/Rosen 192-196

193 Referral programs, therefore, are another way to locate and reach network hubs who are more influential in their networks.

The Next Level

195 MCI’s Friends & Family Program

Viral Marketing on the Internet

196 Viral marketing techniques lend themselves to products that allow people to interact somehow.

If at some point your customer isn’t touching another potential customer in the use of the product, then there may not be any viral marketing happening at all.

3 Principles that you should keep in mind if you want to use viral marketing on the Net.

1. Make your Product Part of the Communication Process

2. Viral marketing still has the strongest effect if your products can be somehow incorporated into the communication between two people.

3. Have your customers Interact

Never Eat Alone/Ferrazzi 44-55

45 …the law of probability ensures that the more new people you know, the more opportunities will come your way and the more help you’ll get at critical junctures in your career.

47 You’ve got to create a community of colleagues and friends before you need it.

50 …there is genius, even kindness, is being bold.

51 The best way to deal with this anxiety is to first acknowledge that our fear is perfectly normal. You are not alone. The second thing is to recognize that getting over that fear is critical to your success. The third is to commit to getting better.

54 Fail, fail, again. Fail better.

55 …Script that anyone can use when meeting someone for the first time.
1) State the situation: You go right in and hit them with how you see it in the cold light of day, without being too inflammatory. (you need to know where you stand.
2) Communicate your feelings
3) Deliver the bottom line.
4) Use an open-ended question

The Tipping Point/Gladwell 29-52

38 Connectors, people with a special gift for bringing the world together.

Connectors know lots of people. They are the kinds of people who know everyone.
41..between the ages of 20-40 the number of people you know should roughly double, and that upper-income professionals should know more people than lower-income immigrants.

..are a handful of people with a truly extraordinary knack of making friends and acquaintances.---They are Connectors.

49 Connectors their ability to span many different worlds is a function of something intrinsic to their personality some combination of curiosity self confidence, sociability and energy.

52 Louis Weisberg—reaches out to somebody outside of her world.

In some way she finds everyone interesting

All Marketers Are Liars/Godin 8-11

Great stories happen fast. Great stories match the voice the consumer’s worldview was seeking, and they sync right up with her expectations.

Great stories don’t appeal to logic, but they often appeal to our senses.

Great stories are rarely aimed at everyone.

Great stories don’t contradict themselves.

11 And most of all, great stories agree with our worldview. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were I the first place.

The Anatomy of Buzz/Rosen 184-192

185 An important part of the celebrity concept is the story that develops around the person.

188 …it is best to underpromise and overdeliver, even when whetting the networks’ appetites with these techniques.

Viral Marketing

190 Because each customer who receives information from a friend on the Net can reproduce it instantly and spread it to dozens, hundreds, or thousands of others, this form of Internet marketing is call “viral marketing”.

Paper Pass-It-On Tools

192 tell-a-friend—they’re such low incremental cost that you can hardly not do them.
..renting other companies’ lists can be expensive. Asking for friends’ referrals can give you these names for a much lower investment.

Never Eat Alone/Ferrazzi 31-44

31 …goal setting and reaching out to the people who can help us achieve those goals.

32 …there are hidden opportunities waiting to be accessed in everyone if you just tell them that you want.

Goals must be in writing.

Your goals must be specific.

Goals must be believable.

Goals must be challenging and demanding.

Next, take Action!

41 First, the more specific you are about where you want to go in life, the easier it becomes to develop a networking strategy to get there. Second, be sensitive to making a real connection in your interactions with others.

44 The idea isn’t to find oneself another environment tomorrow—be it a new job or a new economy—but to be constantly creating the environment and community you want for yourself, no matter what may occur.

The Tipping Point/Gladwell 22-29

25 Wendy’s tag line

The Stickiness Factor says that there are specific ways of making a contagious message memorable; there are relatively simple changes in the presentation and structuring of information that can be make a big difference in how much of an impact it makes.

28 When people are in a group, responsibility for acting is diffused. They assume that someone else will make the call, or they assume that because no one else is acting, the apparent problem isn’t really a problem

29 The Power of context says that human beings are a lot more sensitive to their environment than they may seem.

61 We’re friends with the people we do things with, as much as we are with the people we resemble .

All Marketers Are Liars/Godin 8

8 The way …felt when she bought the ….was the product.

What the marketers sold her was a story, a story that made her feel special.

Truly great stories succeed because they are able to capture the imagination of large or important audience.

A great story is true. Not true because it’s factual, but true because it’s consistent and authentic.
Great stories make a promise

Great stories are trusted. Trust is the scarcest resource we’ve got left. As a result no marketer succeeds in telling a story unless he has earned the credibility to tell that story.

Great stories are subtle. Surprisingly, the less a marketer spells out, the more powerful the story becomes. Talented marketers understand that the prospect is ultimately telling himself the lie, so allowing him (and the rest of the target audience) to draw his own conclusion is far more effective than just announcing the punch line.

The Anatomy of Buzz/Rosen 179-184

181 The noise level in the networks is astonishingly high. As a result, outrageous messages have a better chance of being heard than quiet ones.

183 Outrageous stimuli create buzz.

Part of the game of the buzz is always to top your last stunt.

Give Them a Hero

183 An essential element in a good story is a main character.

184 Iacocca is one of several businesspeople who have understood that attaching their face to the product can help generate buzz.

By increasing the visibility of an executive, a company can turn him or her into a mega-hub, someone with special access and credibility with millions of other people.
By closely associating your product or company with a person, you have a better chance of occupying space in the consumer’s mind

Never Eat Alone/Ferrazzi 27-30

28 create a list of dreams and goals.

…things that bring me joy

…connect these two lists, looking for intersections, that sense of direction and purpose.

Look outside

…ask the people who know you best what they think your greatest strengths and weaknesses are.

…success is first and foremost a matter of our dreams

29 Our achievements grown according to the size of our dreams and the degree to which we are in touch with our mission.

Coming up with goals, updating them, and monitoring our progress in achieving them is less important, I believe, than the process of emotionally deciding what it is you want to do.
First if must be imagined

The Tipping Point/Gladwell 1-22

10 Contagiousness is an unexpected property of all kinds of things

Epidemics—that little changes can somehow have big effects.

11 Epidemics are another example of geometric progression

A single sheet of paper folded 50x can reach the sun

14 mavens, connectors, and salesmen

19 3 rules/agents of change--the law of the few, stickiness factor, the power of context.

Given process or system some people matter more than others

80/20 rule

Tiny percentage of people do the majority of the work

22 The Law of the Few says the answer is that one of these exceptional people found out about the trend, and through social connections and energy and enthusiasm and personality spread the word about hush puppies just as people like Gaetan Dugan and Nushawn Williams were able to spread HIV

All Marketers Are Liars/Godin 1-8

1Either you’re going to tell stories that spread, or you will become irrelevant.

2 Stories make it easier to understand the world.

3…people believe it should

6 …people…They buy a story

7 Marketers profit because consumers buy what they want, not what they need. Needs are practical and objective, wants are irrational and subjective. And no matter what you sell—and whether you sell it to business or consumers—the path to profitable growth is in satisfying wants, not needs. (Of course, your product must really satisfy those wants, not just pretend to!)

People believe stories because they are compelling.

The Anatomy of Buzz/Rosen 172-179

174 Withholding too much information won’t get you very far . A good story always contains a strong element of anticipation.

175 When we tell others something new, we feel that we’re “in the know” and we’re typically rewarded by their reaction.

176 Releasing information gradually can heighten the buzz about your product.

Sneak Preview to Mega-Hubs
Go Beyond the Obvious
Take People Behind the Scenes

179 We humans are curious creatures.

Having inside information and feeling engaged in a new adventure prompts us to share our knowledge and excitement with others.

Be a Little Outrageous

Never Eat Alone/Ferrazzi p7-27

7 When you help others, they often can help you.

…business is about working with people

8 people do business with people they know and like.

15 …key to success is generosity.

21 …what can you do for others.

…the currency of real networking is not greed but generosity.

25 A goal is a dream with a deadline.

27 …figure out your bliss