"Asking 'how' leads to information; asking 'why' leads to wisdom." This is the essence of Dr. Flint McGlaughlin's book, The Marketer as Philosopher.
After twenty five years of asking "why" to a single question and testing his hypotheses using the web as a living laboratory, McGlaughlin has released a collection of his findings. These 40 brief reflections unfold in a series of layers that suggest a new framework and theory of messaging.
For more information, you can visit map.flintmcglaughlin.com
Beware of pseudo-certainty. It may be more dangerous than any other element you encounter. Pseudo-certainty underlies misplaced faith, it underlies dangerous presumptions (read economic breakdowns), and it is always beneath the scourge of militancy - and militancy is the road to hell.
In life, when it comes to achievement - but also in physical athleticism - one must prioritize the following:
1. Being able to go where on intends (destination)
2. Being able to go long enough to get there (endurance/perseverance) and
3. Being able to go fast
What's critical here is that speed is third among the priorities.
Truth is not in the fuzzy middle, it’s hiding in the margins. It’s best discovered when studying the lives of extremists. Men like Niche, who empowered much of the thinking which produced the holocaust, took their mind to places that are still valuable for those with discernment.
As Victor Frankle stated, “2 + 2 equals 4 even if a madman says it.”
In life, when it comes to achievement – but also in physical athleticism – one must prioritize the following:
- Being able to go where one intends (destination)
- Being able to go long enough to get there (endurance/perseverance), and
- Being able to go fast.
What’s critical here is that speed is third among the priorities.
❗This replay begins @ 1:04
Flint McGlaughlin works through audience pages to help live attendees achieve marketing wins.
Leave your page (or company name) in the comments below, and we’ll try to review them in future sessions.
Here are some key points in the video:
(4:00) The knowledge gap between the marketer and the customer
(6:54) Why testing is a necessary evil
(7:33) Results of 3 value prop approaches, we show which one produced the greatest conversion for PRNewswire.
(8:39) Learn more about the Value Proposition (https://youtu.be/HE4-p6VxhUw )
(10:00) Free INFOGRAPHIC-How we build a predictive model of the customer's decision process (https://marketingexperiments.com/cust...)
(11:24) Live optimization of audience-submitted webpage #1 - exam prep provider
(15:50) Headline mistakes: Talking to customers like human beings, not targets, and more...
(18:35) Visual aspects: font, color and page arrangement faux pas to avoid when designing a webpage.
(28:05) Live optimization webpage #2 - a cleaning system
(32:58) Live optimization webpage #3 - app development course for kids
(38:20) Live optimization webpage #4 - healthy snacks
(40:00) The importance of expressing a clear, believable, exclusive value proposition
(46:22) Live optimization webpage #5 - sales engagement solution
(52:58) Live optimization webpage #6 - fishing lures
Check out Part 2: https://youtu.be/26ivRNDJOOQ
❗This replay begins @ 0:12
Download a PDF copy (in two sizes) of the Infographic - How to Create a Model of Your Customer’s Mind: https://marketingexperiments.com/cust...
The key to transformed marketing is a transformed marketer. The marketing industry, its technology and its thought leaders all focus on the wrong thing. The key is not to focus on marketing, it’s not even to focus on the customer. The key is to focus on the marketer in a way that enables the marketer to focus on the customer.
Here are some key points in the video:
The importance of having a methodology over a list of tips (2:12)
Headline optimization (7:08)
Form optimization (12:35)
The power of marketing as a positive force for change in the world (17:19)
The marketer as customer philosopher (28:08 )
Beware of de-emphasizing people as technology increases in marketing. (35:15)
Experience a Quick Win Intensive with MECLABS to become a better marketer (45:25)
Live optimization (47:45)
For information on how MECLABS can help you calibrate your value proposition for a quick win, see our Quick Win Intensive page. https://meclabs.com/QuickWinIntensive