What is Lean Marketing?
I’m currently writing 'Lean Marketing for Megastars'.
It’s following two books I wrote a while back – Copywriting for Megastars:
And B2B Email for Megastars:
Here's the outline of Lean Marketing
1. Start before you start (begin imperfectly.) Move your marketing quickly. And at the same time build the fundamentals so your marketing becomes a finely tuned machine. Covered in this chapter – the marketing landscape and tools – brand building, how to expand from early adopters to the majority market, performance marketing, content, copywriting, art and creative direction, website build.
2. You need a compass. Not a roadmap. Your compass is your vision (and mission) statement. The answers to so many questions of direction are in those few short words. Every action is driven by a ‘why’, which feeds a core human need in your team – and makes for inspirational work. Plan; but continually refocus your plan in response to data and other feedback.
3. What question does your product answer? ‘Own’ the space in people’s brains that represents the answer. This is brand building. A brand is a name that represents a particular idea in people’s heads. Everything you do should be with the focus of reinforcing your brand as the answer to that thing.
- Vision and Mission
- Archetypes of your brand
- Principles and Culture
- Brand Positioning
- Your brand voice – a verbal guide to voice and tone
- User Personas
- SWOT analysis
- Competitor Analysis
- Communications Strategy
- Marketing Strategy
4. Lean marketing is not a bolt-on. Everything you do in marketing should be predicated on your product and its place in the market. You need to continually reshape your product and communicate ‘the fit’ to your tribe (market).
5. Pick ponds and fish. With the tools we have in 2019, there’s so much can be done to put the right (tailored) messages and content in front of the right eyeballs. The difference between traction and failure. Test and find methods that work for you: social media marketing; SEO; direct marketing; performance marketing; etc.
6. Make it so it spreads. Break down the wall between product and marketing. The 4 methodologies I identify in the book ‘Lean Marketing for Megastars’ are: product loveability; spreadability features; the spreadable jigsaw; viral content.
7. Grow, Reinvent, Grow, Reinvent. You cannot stand still. You need to continually reshape your product, marketing, and communications, or you’ll be overtaken.
You can hire Richard to help with your Brand Strategy, Brand Writing, and Lean Marketing.