If you want to succeed in a global market, you have to do a lot more than just write great copy. You have to have a keen eye for what is working and what is not. And you have to know how to translate that into actionable, actionable marketing.
I’m not sure if you know this, but intuitive marketing is a concept that was invented by the marketing guru Steve Krug in the 1980s. He was doing an amazing job of explaining how to use all the right things to attract, convert, and retain buyers. The concept was that if you can’t say or do something that will get people to act on it, it’s not going to be effective.
This is a great concept, and if I had time I would devote a whole article to it, but I dont.
I am going to get on a rant here and talk about how the word “intuitive” was used by Steve Krug. I think he was probably too busy saying how intuitive he thought he was to actually use the word. And it is not really intuitive marketing.
This is probably the single biggest mistake I see marketers make on the subject. They are too quick to say “I think I can,” but when it comes to actually doing it, they are way off. It is not about what you think you can do. Its about what you can actually do.
I have never seen a marketing campaign have so much intuition as the one we saw last night. I know it is because we saw it first with our own eyes and then when we saw it at our local movie theater, everyone just went nuts. I think it is a big shift in the marketplace that marketers are beginning to realize that their marketing messages have to be more intuitive.
Marketing is all about getting people to do what you want them to do. This was a big thing in the early days of marketing: the ability to get people to do what you wanted them to do. But now marketing campaigns are beginning to focus more on the actual goal, the desire to do what you want to do, and less on what you think you can do.
It took a lot of thought and a lot of experimentation to come up with the marketing game that I mentioned the other day. It was a very different game then the ad world but it’s a lot like the classic ad world. It was the early days of the Internet and people weren’t really sure what they were actually doing, but they were doing it.
It took a long time for marketers to get that. One of the reasons ad campaigns really took off was because they were so intuitive. With new-age marketing, many marketers tried to use the word “lead” to describe what they were trying to do. But as the marketing world moved toward a more natural, intuitive focus on the customer, ad companies went through a crisis of confidence.
The crisis of confidence was because of the inherent weakness in the term “lead.” As marketers began to see how they made things seem like they were working and not working, they also saw how they were making things seem like they were working and not working. The problem is that the word lead has two meanings: “lead” to an end goal and “lead” to someone who’s engaged.