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Joe Chavez

A Tale of 2 Marketers

published20 days ago
1 min read

I once knew two marketers who sold toothpaste.

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The amateur marketer went to the local store at 9PM to buy the toothpaste. Why 9PM? He tried to imagine that he’d just run out and was in a rush to get more. He took his 3 kids to the store with him to make the experience how his ideal customer, would feel as they shopped for the product.

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The expert marketer read reviews about the product. Then made a judgment about whether it was going to be sell well or not.

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The amateur marketer would call the customers in the database to chat for 15 minutes about their day, their decision to go with this brand of toothpaste vs. another & what could be improved upon.

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The expert marketer would pull together comprehensive competitor analysis diagrams that charted out where their product lied on the spectrum of price & value.

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The amateur marketer wrote copy that sounded like the voice of the customers he spoke with on the phone.

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The expert marketer wrote copy that read like it came straight out of a brand standards PDF. Because it did. Just as the client requested.

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If, customers are amateur marketers of the products they use.

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And as marketers, we’re supposed to show empathy to connect at a deeper level with our customers.

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Then shouldn’t we all strive to be an amateur marketer?


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