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Shane Gibson Keynote Speaker | Social Selling | Sales Trainer | Social Media Strategy

Posts Categorized / social media podcast

  • Aug 15 / 2011
  • 7
Internet Marketing and SEO, iPhone Podcasts, Leadership, Marketing and PR, social media, social media podcast, social media speaker, social media tips, social media training

The Role of Psychology and Community in Guerrilla Marketing

The Role of Psychology in Marketing

Psychology in marketing is still a rather untapped landscape. Since I stepped into the ring and became a guerrilla author in writing Guerrilla Social Media Marketing with Jay Conrad Levinson I have come across all kinds of misunderstanding, misuse and abuse of the term guerrilla marketing. Today’s podcast was inspired by what I can describe as a well meaning (or possibly not) but off-base commenter on the Creative Guerrilla Marketing blog.

I decided instead of just replying in the comments section that I would take the time to respond in the form of a podcast. Why? It’s so vital to understand the role of psychology and community in Guerrilla Marketing.

I also think it’s important to establish that Guerrilla Marketing is well defined, and it’s body of wisdom and definition that is widely accepted and used by over 20 million readers of the Guerrilla Marketing Series of books. Some people will take pieces of the body of wisdom and use them to suit their outlook on marketing but the whole is greater than the sum of the parts. In addition to this just because you slap the term guerrilla on a book, blog post or marketing campaign it doesn’t make it guerrilla.

Here are the facts:

  1. The term “guerrilla marketing” was coined by Jay Conrad Levinson and popularized by his best selling book that was released in 1983. Guerrilla Marketing uses unconventional means to achieve conventional goals,  it relies on time, energy and imagination rather than a big marketing budget. (We added community on-top of time, energy and imagination for Guerrilla Social Media Marketing because of the vital role it plays in social media marketing).
  2. Since then over 20,000,000 (that’s twenty million) books have been sold and read in Jay Levinson’s Guerrilla Marketing series of books making it the #1 best selling series of marketing books in history. Jay’s definition is the original and most widely accepted definition and grows by 1million readers and fans per year.
  3. Guerrilla’s apply and use the 19 Guerrilla Marketing Secrets (Principles).

Instead of paraphrasing why true guerrillas must understand and depend on psychology, I have posted in Jay’s own (timeless) words the importance:

Guerrilla marketing does not rely on guesswork because wrong guesses are so darned expensive. Instead, it relies upon psychology as much as possible. Psychology used to be a body of theories. Today, many of those theories have been debunked while others have been transformed into laws, actual laws of human behavior. Guerrillas lean on these laws because they want certainty to be a hallmark of their marketing.

There are 15 things that all guerrillas know about psychology as marketing is slowly transforming from guesswork into science:

  1. Purchase decisisons are made in the unconscious mind. People may say the words consciously, but they process the data in their unconscious.
  2. We now know how to access the unconscious mind. The way to do it is with repetition. Put these two thoughts together — purchase decisions are made in the unconscious, and you can access the unconscious with repetition, and you begin to understand the entire process of marketing.
  3. People are either left-brained or right-brained. Left-brained people respond to sequential, logical reasons and love marketing that gives ten reasons to buy. Right-brained people respond to emotional, aesthetic appeals and love marketing that looks stunning and tugs at heartstrings. Guerrillas are sure to hit both left and right-brained people.
  4. Businesses that succeed are those that form two bonds with all customers: the human bond and the business bond. The stronger the human bond, the stronger the business bond. Connect up as two human beings before you connect up as buyer and seller.
  5. All marketing has two messages — the stated message and the metamessage. The stated message is what you say. The metamessage, often stronger than the stated message, is what your marketing looks like, feels like, where it appears, what size it is, and how professional it appears.
  6. If you’re interested in increasing your share of market, the way to do it is to first increase your share of mind. If you go only for the share of market, don’t expect much customer loyalty — or even many customers.
  7. There are two schools of marketing hard at work in America these days — Freudian marketing, which is based on Sigmund Freud’s work and aims for a change of attitude — and Skinnerian marketing, based on B.F. Skinner’s proof of the power of behavior modification. Which does a guerrilla choose? Both. Guerrillas constantly implant attitudes while peppering their prospects with special offers that require instant action.
  8. During a recession, the tactics that generate sales are: leaning on current customers, enlarging the size of each transaction, offering a guarantee, and showing that high prices are an assurance against making a purchase mistake — something nobody wants to do during a recession.
  9. Realize that people hate taking the hard step of buying something, so guerrillas use soft steps to make the hard step a little easier. Soft steps include things like free consultations, free seminars, brochures, videos, demonstrations, and free samples.
  10. Full color marketing materials increase retention by 57% and increase inclination to buy by 41%. And the cost of full-color drops dramatically if you tell the printer you have the patience to wait for a gang run.
  11. Use as much non-verbal communication as you can. There are only about 250,000 commonly-used words in the English language, but there are 600,000 non-verbal gestures. They are more potent than the spoken words.
  12. You can gain guerrilla marketing power if you blend customer insight with product insight. The more your insight, the better your marketing.
  13. The way guerrillas view their marketing is as an opportunity to help their customers succeed. If you do the same, your profits will show it.
  14. A key to successful marketing is making each of your customers feel a special way. The way they should feel is unique. Not easy, but necessary.
  15. It is essential that you constantly feel a sense of dissatisfaction with your marketing and try to improve it without changing your identity. This personality trait will fare you well in the marketing wars.

So I have a challenge when someone (for their own self-interest) tries to redefine Guerrilla Marketing. Add to it? Great! Innovate? Great! But don’t negate, shrink, or dilute it. Back off. It is a timeless body of wisdom that has grown to be mainstream but it is more relevant than today than it was 20 years ago. It works, it’s simple, and it’s time tested.

Guerrilla Marketing is a body of wisdom and movement. It’s bigger and more important than campaigns, tricks, or tactics. To learn more about the book that started the movement (and continues to grow daily and globally). You can visit http://gmarketing.com.

Have a listen to the podcast and tell me what you think!

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  • Jul 27 / 2011
  • Comments Off on How to Build a Massive Online Identity – Interview with Patrick Schwerdtfeger
* Sales Podcast, Internet Marketing and SEO, iPhone Podcasts, Marketing and PR, social media, social media podcast, social media speaker, social media tips, social media training

How to Build a Massive Online Identity – Interview with Patrick Schwerdtfeger

Social Media Marketing Book Free Dowload ebook giftToday’s podcast is an interview with Patrick Schwerdtfeger author of the new book “Marketing Shortcuts for the Self-Employed” (2011, Wiley) and a regular speaker for Bloomberg TV.

We talked about how you can take one blog post and repurpose it in at least seven different ways.  Patrick shared with us a few simple tips, that can build a MASSIVE online identity while working less than most of our competitors competitors.

We also covered some important social media how-to’s:

1. Five places to get great content ideas.
2. Seven ways to repurpose your content online.
3. The reality behind blogs, content and getting found online.
4. The three-part “winning formula” for social media success.

For more information on Patrick’s book and a free gift visit http://www.80shortcuts.com/gifts

  • Jul 14 / 2011
  • 4
* Sales Podcast, 28 days to better selling, Events and Seminars, Internet Marketing and SEO, iPhone Podcasts, Managing Complex Selling Relationships Blog, Marketing and PR, Sales Articles, Sales Blog, Sales Management Blog, Sales Training, Sales Training Video, Shane Gibson Bio, social media, social media podcast, social media speaker, social media tips, social media training

Social Media Speaker Video: Going Social with CRM #SCRM 41:28

I recently delivered the keynote speaker address to CDC Software’s CRM conference in Las Vegas. This is one of the most recent social media for sales professionals talks I have done and it’ not just a promo clip. Here’s the full 41 minutes on “Going Social with CRM – How Social Media is Turning Sales Upside-down:

Here are the slides to go with the presentation:

Shane Gibson (@ShaneGibson) is a sales and social media speaker who has addressed over 100,000 people on stages on three continents over the past 15 years. He is also co-author of Guerrilla Social Media Marketing and Sociable! How Social Media is Turning Sales and Marketing Upside-down. When he’s not speaking or Tweeting he is in the social media trenches working with his clients as Chief Social Officer for Socialized! Ltd. a social media agency and training organization.

  • Jul 06 / 2011
  • 1
* Sales Podcast, Events and Seminars, Internet Marketing and SEO, Marketing and PR, Shane Gibson Bio, social media, social media podcast, social media tips, social media training

Social Media Week Vancouver Registration Get Involved!

Today’s podcast is a little different than most. It outlines the upcoming Social Media Week in Vancouver that my team and I at Socialized! are putting together (with some massive help from our community, sponsors and our advisory board). I will posting a full text outline of this as well on the Social Media Week Vancouver blog shortly. In the meantime, have a listen and if you’re anywhere near Vancouver we would really like to have you attend, sponsor or even speak.

  • Jun 30 / 2011
  • 2
iPhone Podcasts, Marketing and PR, social media, social media podcast, social media tips, social media training

Assessing Defining and Measuring Your Social Media Influence

Today’s podcast is on defining and measuring your social media influence. Dave MacDonald who is an integral part of our team at Socialized! works on our social media assessment process with our clients. Recently he suggested we add a component to our assessment that measures how well the client we are working with is engaging and connecting with influencers in social media.

The question of course is what makes someone influential? Should we look at the Klout score of the people they interact with? Possibly the number of important bloggers that write about them? Or is it simply how viral or broad their message gets shared? As a guerrilla social media marketer I measure success in profit and net-action or results. For this podcast I want to focus on a section right out of our Social Media Rules of Engagement training module. Here is the basis for what we consider influential:

John C. Maxwell said it best when he said “Leadership is Influence.”

He didn’t say leadership is a good idea, a vision or a title. He said influence. Influence can be defined for our purposes as causing someone to take action (internally as and personal growth or externally as in doing something). So we can imply the following:

Influence = Action

Following are some examples of action:

  • Message gets passed on
  • Get linked to
  • Changing or molding views
  • Registering and attending events
  • Solving problems
  • Getting feedback
  • Listening and creating brand and relationships
  • Generating dialogue
  • Getting press
  • Capturing an e-mail address or contact info

There are many more. The important factor here is to go beyond the Klout score mentality and realize that people are not an algorithm. I check my Klout on a regular basis, but it’s value of the actions we create determine if we are truly influential. So to summarize this:

Leadership = Influence = High Value Action

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