In this episode, we talk about one of the best pieces of advice on how to market.
One of the most helpful pieces that I've ever gotten from another marketer in terms of how to market is from Jean Schwartz. Jean Schwartz. He is a direct sales copywriter and I'm actually in love with the direct sales world because they were actually doing internet type of marketing way before the internet even existed, they were doing mass marketing and they had ways to track analytics and they were masters of customer psychology, customer behavior. So anytime I get a chance to read a book from a direct response marketer like Claude Hopkins, Jean Schwartz and so many more that is really a treat to learn all the insights that they have on the market.
So from Jean Schwartz, one of the best pieces of advice that I've seen or that I've actually read from his book is: you can't create desire, you cannot create demand. So the mistake that founders will make, they might hire demand generation people etcetera to generate demand. But what jean shorts is saying is that you can't create demand. All you can do is you can just tap into demand. So there's already a growing desire that exists and all you can do is just tap into that growing desire. So let's take and I'm just making up, we're not making up, but I'm just thinking of this example out loud, so hopefully it goes okay.
Let's take the iPhone for example. Before the iPhone came out. Actually, you know what? A better example is the iPod. Before the iPod came out, Apple, they didn't market the iPod in a way where they're saying, you know, hey, we have this best hard drive and here's why are aluminum body, does this etcetera, etcetera. Know their entire marketing message is hold 10,000 songs in your pocket. The desire at the time was everyone is trying to hoard these MP3s; there's like this MP3 revolution going on, where it's like, wow, you have access to digital music and all the music that's made in the world. Like you have access to it now easily, you don't have to go to a record store, you don't have to borrow your friend's CD and burn it, etcetera. There's like a lot of crazy things that people have to do to be able to get music.
So they tapped into this desire where people are already hoarding MP3s and what they did is they just made it easier for people to be able to hold these MP3s and to be able to consume the MP3s that they're hoarding. So usually what you would do before is your MP3 player or you probably didn't even have an MP3 player, you probably had a CD player. So you would Download these MP3s and you would burn these MP3s onto a CD. And on the CD you can put maybe like you know 16 to 30 songs. It's very limited what you can put like a 60 minute CD, 45 minutes CDs, etcetera.
But Apple tapped into this desire where people wanted to download all this music. They wanted to hoard their music and they wanted to be portable with all of their music. So what they marketed was instead of this new device that lets them do all these things they marketed the desire which was to hoard that music and 10,000 songs in your pocket. So I think this has been helpful for me because the way that I've been marketing my startup accelerator is I'm not creating any kind of demand. The people that I'm helping, are people who are very freedom oriented and they want to avoid any kind of investor control or VC control. So it's not even about the money, it's more about the control. And there's this desire that already exists and the way that I know it exists because I had this desire and I talked to other founders and they have this desire. However the entire startup industry revolves around trying to make the investor happy and not the founder.
So my method skips the whole investor process and instead focuses the happiness... The focus is on the happiness of the founder. And this is a desire that's already existed. People are unhappy with what they're doing. They're looking for direction. They'll go to business school to learn all these different ways and when they go to business school they learn that the professor will tell them 96% of these businesses will fail. Some of us will think you know, will be the 4% that will succeed. And but the thing is, there is a way to succeed and that way to succeed is not doing it the VC way or the business school way. And to actually do it using the vertical methods, I've tapped into this desire where there's all these founders, they're tired of pitching to investors. Instead they want to focus on building value, inventing something, being creative and unleashing their creativity on the market.
So this is what these founders are interested in. This demand already exists. And I'm tapping into this. And that's why I created the first accelerator that helps you skip investor funding. Instead of all these other accelerators B schools, the entire industry is just focused on investment and investment or finding a co founder, etcetera. So, I've tapped this hidden desire that was already there. Great advice from Jean Schwartz.
I hope that when you are thinking about your product and how you are going to market it, you also think about that. You don't, you're not, it's difficult to build a product where you have to build demand. Like if you if you believe your product will be helpful to someone, as long as they can understand why it will be helpful, that product will likely fail. But if you tap into a desire that already exists and say "hey, I am going to going to help you meet this desire" then you're gonna be able to market your product properly. It doesn't matter what your technology is, what you're offering in terms of the product, what your real offer is is the solution which is the the solution to feed that desire. Hope that helps. I'll see you guys in the next episode. This is Robin Copernicus. Boom bam, I'm out.
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