Two points – first, I like what Whitney says about marketers who focus on solving customers’ problems – even the ones they don’t know they have. As a business owner, my entire existence is based on my being able to find ways to solve people’s problems. That’s why they pay me. To me, marketing is taking those successfully solved problems and using them as examples to other potential clients with similar
problems.

Second, regarding companies using Twitter as a marketing vehicle. I am not inclined to follow someone with a handle such as @ComcastCares, because I don’t get the sense that there is a real person behind the tweets. To me, I get the sense that it’s merely a team of marketing/salespeople, doing Twitter searches for someone talking about Comcast, then interjecting their sales/marketing shpeils (sp?) at appropriate moments. I’m not saying that is what Comcast in particular is doing, but I’ve seen other companies do it – therefore I don’t trust it.

What DOES work, is when you know that there is a REAL person, with a REAL personality behind the handle. @RichardatDell comes to mind. As does @flourish (she is a producer at CNN). These are real people. Do they have the interest of marketing their business? Absolutely. But, they are interested in building a relationship with me first. Therefore, I am more inclined to trust them and listen to what they say – and maybe, just maybe, allow them to help me solve my problems.

Two points – first, I like what Whitney says about marketers who focus on solving customers’ problems – even the ones they don’t know they have. As a business owner, my entire existence is based on my being able to find ways to solve people’s problems. That’s why they pay me. To me, marketing is taking those successfully solved problems and using them as examples to other potential clients with similar
problems.

Second, regarding companies using Twitter as a marketing vehicle. I am not inclined to follow someone with a handle such as @ComcastCares, because I don’t get the sense that there is a real person behind the tweets. To me, I get the sense that it’s merely a team of marketing/salespeople, doing Twitter searches for someone talking about Comcast, then interjecting their sales/marketing shpeils (sp?) at appropriate moments. I’m not saying that is what Comcast in particular is doing, but I’ve seen other companies do it – therefore I don’t trust it.

What DOES work, is when you know that there is a REAL person, with a REAL personality behind the handle. @RichardatDell comes to mind. As does @flourish (she is a producer at CNN). These are real people. Do they have the interest of marketing their business? Absolutely. But, they are interested in building a relationship with me first. Therefore, I am more inclined to trust them and listen to what they say – and maybe, just maybe, allow them to help me solve my problems.

This was very interesting to watch as you begin building on some the thoughts you shared. I’m looking forward to seeing how these thoughts continue to develop at the next few conferences.

-Justin Levy

This was very interesting to watch as you begin building on some the thoughts you shared. I’m looking forward to seeing how these thoughts continue to develop at the next few conferences.

-Justin Levy

I also liked the idea of herd dogs as early marketers. : )

I also liked the idea of herd dogs as early marketers. : )

I’m a recent fan and have subscribed to your blog. Thanks for posting the videos.

Living in rural PA, I can related to your comments about cowpaths and Boston roads. We have the same situation in PA; rolling roads in odd directions that seemingly make no sense.

You correctly dismiss this as a bad idea for cars. BUT it’s a great idea for cows. Hang with me while I get to my point about marketing–

Cow paths are created when cows come together for a common purpose. They are heading to water, or to an access point for another pasture. Or coming into the barns for milking and feeding. They serve an important purpose– important enough that the first roads used the similar strategies.

Convincing cows to go down cowpaths was done by marketers called herding dogs. Their purpose was to get the cows to go more frequently, at the right time, in the right direction, to do the right thing.

Whoever decided that whatever was a good idea for cows is a good idea for autos made a mistake. Cars need long straight paths, clear views, and safe surroundings. This is why Boston and Pennsylvania roads suffer.

The mistake would be for marketers to put cows on roads. Or autos on cow paths. Yet, we frequently want to think that everyone is a cow. Or everyone is an auto. And that the needs of one match the needs of the other. (Shotgun!)

One should not dismiss the value of cowpaths because they are bad for cars. As marketers, we need to find ways to acknowledge and honor many paths– and to find unique ways to shepherd customers along each path to a needed solution.