Thinking about marketing mindsets today and why people buy things. I like this quote from Seth Godin, the I can offer you something you want part feels so powerful

and another one from Stacking The Bricks world

I like these quotes because they make me feel good about my lack of traditional marketing chops with funnels and CRO and growth hacking. Teaching you say, my brain's like I can do that!

The above quotes make it seem like I can do marketing without actually doing marketing. I just have be a human being who cares about making useful things and solving real problems by being empathetic to potential customers. That seems doable.

A friend recently shared a marketing newsletter he enjoys. I read the premise, what it advocates under the name of Emergent Marketing seems to resemble the above quotes and mindset. "The question we start with is: how can we make our marketing so valuable to our audience that they can’t help but be pulled forward and want to experience more?"

Anyway let's see if I can cross reference this marketing concept with my own experience as a customer. I'll go through an example purchase and see if I can pinpoint why I bought and what type of marketing was effective on me.


I bought this fitness program/course  2 years ago. It was 12-week self-paced thing, included pdfs, video demonstrations and a community. It was $57 then ($97 now).

I first came across this product from a youtube video. Which I'm now guessing was probably made as content marketing for the product targeting specific keywords.

Why I think I bought:

1. In the video, Jared talked about Transverse Abdominal (TVA) muscles, deepest muscles in the core. They are the ones that need to be rehabbed in order to re-strengthen the core after pregnancy. Rectus Abdominis, on the other hand, are the six pack muscles and working on those while the TVA is not stable is counter-productive. I cross-referenced this info and concluded that he knew what he was talking about. He had also listed a doctorate in physical therapy. Those credentials were less important than his ability to explain the theory and his approach.

2. The video also talked about the exercises you should not be doing and explained why (e.g. planks, sit-ups, push-ups, yoga poses all no good). Which opened my eyes and gave me a new insight.

3. The fact that his wife was is first customer.  The before and after picture of his wife among others. I liked that there was a progression of exercises.

Ultimately the main reason I bought is because I was already looking for something like it. For a long time. Over a year. And hadn't found anything that came close. It was targeting a specific problem (core rehab after pregnancy).

When I came across this product I had a strong hunch that it was something big.

In fact, the product was not perfect in terms of presentation and delivery. But it made sense and worked. There were things I didn't like about the product, but that didn't prevent me from buying.

I dislike the name. I didn't care for the landing page. It was one of those long scrolling infomercial type complete with "but wait there's more". I thought the delivery could have been done better (instead of sending PDFs over email and resending with revisions).

Ultimately, the product delivered the promised value. I remember recommending it to few others.

The reason I thought this product may be onto something is because it was filling a gap, addressing a real problem people search for. My hunch was right. When I did the program there were ~300 members in the community. Now, 2 years later, there are 4800 members. The Youtube channel had several thousand youtube subscribers I think, I just checked and now there are over a million subscribers!


In my product purchase example, there was definitely an element "I've been paying attention and I can offer you something you want". There was also teaching via the youtube videos. The fact that he could explain the anotomy and theory. Based on the details in the video I could verify that he knew what he was talking about and was speaking from experience.