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I’m going to answer a question that a gentleman named Drew Graham wrote in. I’ll summarize the question. He said, “I just read episode 163 called Reading Plus,” and the concept of this was on reticular activation that you physically see in life what you’re into. If you’re driving a brand new Mustang, you notice all the brand new Mustangs everywhere you go. If you switch over to a Camaro, you start noticing the Camaros everywhere you go, because reticular activation activates something in your brain so that you see what you’re into. If you want to elevate your association, you’re going to start to see people that live life and have what you want. If you want to be the best fisherman and hunter in the world, you’re going to start noticing every fishing and hunting bumper sticker on every car. Reticular activation is an absolutely incredible subject. Back to Drew’s question, he said that, “I read episode 163. I need to grow my knowledge base in marketing, especially Facebook, websites, etc. I’m trying to take over this part of a company I co-own with a partner. My challenge is many of the marketing books are outdated.”
Drew is actually faced with a very common and a very real dilemma. Marketing now needs to be attacked on two levels. Most books hit either marketing fundamentals or marketing tactics and techniques. As a matter of fact, I can’t name one that attacks both and marketing. If you go through a legitimate marketing school, you’re going to get core curriculum on both and you’re also going to get schooled and taught that you can’t have one without the other. I have to hit this from both angles. Let’s start with marketing fundamentals. All but two of my first 27 podcasts were only on marketing fundamentals. Marketing is broken into three categories: interruptive messaging, delivered messaging and pulled messaging. You could say these are the three psychologies of marketing: Interruptive Delivered and Pulled. As a matter of fact, in my newest book, Rally: 19 Growth Techniques You’ve Never Heard Of, chapter two is dedicated to these three types of messaging.
Here’s the key. Outside of two of them, the first 27 podcasts I’ve made were basically tactically built because I knew two–thirds of everything thereafter, I was going to speak on some form of tactic technique and then one–third of them afterward, I do hit fundamentals again. Let’s briefly go into tactics and techniques. When it comes to tactics and techniques, it is called the battle of ads versus equity. The battle of ads, meaning advertising and ad space versus equity. Ads, moving forward on this, whenever I mention anything about an ad, I want you to think about a quick-hitting pay-per-click Google spot or a Facebook ad or an ad spot on the radio. Anything that you could pay one time and potentially get an immediate sale. Equity is about creating gravity. I think I even have one about gravity, 38, 39 something like that. It’s creating gravity which means your company is so worthy. You don’t necessarily SEO your way to page one of Google. You deserve to be there. You deserve page one of Google. It would get you free leads once they’re earned.
When it comes to tactics and techniques, episode 7, episode 16, episode 19, episode 26 and number 32. I know 32 very well. It’s called the Platform Before the Platform. That is one of the most misunderstood tactics of marketing. I think that’s a whole book I should come out with Platform Before the Platform. Episode 38, Now That is Marketing, that’s an incredible one on how did a company with just a technique, a tactic, become the number one wine brand in the world and never once spent a dollar on marketing. That’s powerful. Episode 39 is called Build Gravity. Episode 53 is about a Mobile Responsive Website Platform so you can get immediate leads. Specifically, the technique in episode 83 and episode 84 of where I covered the step–by–step instructions on how to do a $50 trial on Facebook and pay-per-click to lead you to many other things. I’ve got a number of other tactic and technique episodes such as the Right to Succeed, Website and so on. Drew specifically asked about books. Outside of this, when it comes to books, most books are broken down also into marketing fundamentals or tactic and techniques. I’m going give a list of both here. When it comes to fundamentals, Drew’s question about, “Things are outdated,” doesn’t hold much water in the fundamental side, but it holds a lot of salt when it comes to the tactics.Equity is about creating gravity, and if it is creating gravity then your company is worthy. Click To Tweet
Here’s the deal. When it comes to marketing fundamentals, I believe there are five books that are timeless that need to be on everybody’s shelf absorbed at least every couple of years. Number one, Guerrilla Marketing, the original book by Jay Conrad Levinson, Purple Cow by Seth Godin, The Psychology of Selling by Brian Tracy, Made to Stick by Chip and Dan Heath, Blue Ocean Strategy by Chan Kim and Renée Mauborgne. When it comes to tactics and again, tactics are useless if you don’t understand fundamentals of marketing. The reason you’re not going to see a lot of books on tactics is they’re only going to have a six–month shelf life. I’m not going to say they’re useless because there are some fundamentals in these books and this first one is still a couple of years old, it’s tremendous. It’s Jab, Jab, Jab, Right Hook by Gary Vaynerchuk, Crush It by Gary Vaynerchuk. Those techniques, even though it’s ten years old, the techniques are still solid.
Let’s go where you’re going to find marketing tactics and techniques because these platforms are liquid. The #AskGaryVee Show, it’s a video blog. He takes five questions a day. That’s very updated information. Personally, the best tactic podcast ever created is Pat Flynn’s Smart Passive Income. That’s amazing. Pat Flynn has actually mentored me on a couple of occasions back years and years ago. He’s tremendous. The next one is Online Marketing Made Easy, Amy Porterfield. I’ve met all three of them. I think those three people have a great heart. They love serving people and they love pouring their information into platforms. What I would do to stay in tune is Entrepreneur Magazine puts a top ten list of the top ten best podcasts each January. Those three I just mentioned are always making the list. The #AskGaryVee Show, Smart Passive Income and Online Marketing Made Easy by Amy Porterfield. Drew, I hope this helps, a little bit of fundamentals, a little bit of tactics and techniques.
- Reading Plus – previous episode
- Episode 7 – previous episode
- Episode 16 – previous episode
- Episode 19 – previous episode
- Episode 26 – previous episode
- Number 32 – previous episode
- Episode 38 – previous episode
- Episode 39 – previous episode
- Episode 53 – previous episode
- Episode 83 – previous episode
- Episode 84 – previous episode
- Right to Succeed – previous episode
- Guerrilla Marketing
- Purple Cow
- The Psychology of Selling
- Made to Stick
- Blue Ocean Strategy
- Jab, Jab, Jab, Right Hook
- Crush It
- The #AskGaryVee Show
- Smart Passive Income
- Online Marketing Made Easy