Daily #15 What I Hate Most About Marketing

There is newsletter called "everyone hates marketing" that I used to subscribe to. The first email asked this question:

I never did reply to that email. But this is a good writing prompt.

What I really 'hate' about marketing is that it isn't taught in the engineering world or even thought of as a valid skill. It isn't respected by developers who are purely in an employment setting. Only if you move towards entrepreneurship you start to get hints that it's something you'll need to care about. Then if you're like me, you check out half a dozen books on marketing from the library and read them all. Umm..that doesn't do much. Sure some principles seep through to your brain but it doesn't help in any concrete way (unlike reading a book on a programming language for example. That will make you a better at programming in that language.)

If you have no aspirations to learn to market, you're so far behind. You have first shift your mindset to care about and respect it as a skill in order to have any hope of mastering it.

The truth is while there is such a thing as no-code which allows non-programmers to build and launch a product successfully. Especially if they have marketing background.

There is no such thing as no-marketing. There aren't any no-marketing tools like webflow and bubble that will just take what you build and automatically find customers for it. That's not a thing. As a builder you have to do the marketing.

The other thing about marketing is that it's a bit of an indirect dance. I have this urge to be like 'okay let me level with you. Yes I am selling something and I'll tell you how much it is upfront. Here's what you get from it and here's what I get. If it feels like a win-win, then please sign up'

But that's not how it works. You have to play a little game. Engage in bit of a charade. For one, you don't reveal the product and price upfront. You provide value, bring your potential customers along on a journey (a funnel) and then have the 'offer' at the end when they're primed an ready to buy. (the pain-dream-fix approach).

Lastly, applying all the marketing principles feel especially tough if what you have to market is yourself (in the teaching context). I read that "people buy from you because they know you, like you, trust you". My corollary to that is: well if you believe you're trustworthy, likeable person then you better do everything you can to allow people to know you. Your potential customers. (this advice is tough to apply, as an introvert who doesn't care to draw attention to herself)