Can you REALLY call yourself a successful Challenger Marketeer if you can’t sell?!

Can you REALLY call yourself a successful Challenger Brand Marketeer?

Great marketing without sales is like Snoop Dog walking into a Las Vegas Casino with Monopoly money.

cute.
but pointless.

A banging TikTok campaign without sales is like driving a sparkling Red Ferrari down the Amalfi coast with Ribena for petrol.

cute.
but pointless.

Look, here’s the secret….. Shhhhh YOU…. come closer

(F*k me, you cleaned your teeth today?!! your breath stinks )

listen in.

DON”T TELL anyone tell anyone.
NOT even you’re Nan.

Seth Godin’s favourite book of all time is Zig Ziglar’s The Secret of Closing The Sales

David Ogilvy “If it doesn't sell, it isn't creative.”

Rory Sutherland ”great ideas need someone to SELL Them”

The GOAT marketeers know the importance of sales.

Many challenger brands separate Sales and Marketing.

Sales blame Marketing for the lack of results.
Marketing blames Sales for the lack of results.

They’re cousins. They must communicate. They must dance. They must carouse. They must NOT fornicate (we’re not on a gypsy site in Exeter)

First, Two Knowledge Trees to I Use A lot

We learn best through foundational trees of knowledge.

Much easier to understand first principles and core foundations. Then add the nuance like strawberry ice cream sauce on top. YUM. Nuance Yum.

The “Sales” Knowledge Tree: Robert Cialidni “6 Weapons of Influence”

Charlie Munger, Warren Buffet’s sideman, and one of the richest dons of all time, in his book, Poor Charlies Almanack, ends the closing chapter with “Influence” by Robert Cialidini.

Charlie says it’s one of the most important books for understanding the art of persuasion.

(In fairness, he does kinda look like he’s fornicated with his cousin?!)

Cialdini’s 6 Weapons of Influence

1. Reciprocity

2. Scarcity

3. Authority

4. Commitment and consistency

5. Liking

6. Social proof

examples

1. Reciprocity

• Generosity

• I give you X, you give me Y

• I scratch your back, you tickle my gonads

• here’s a free After Eight Mint after your curry, leave a tip

2.Scarcity

• Rare

• Exclusive

• SUPREME gimps in SOHO

• limited edition

• Oasis tickets

• Limited available

• Louis Vuitton handbags

• “Today only”

3.Authority

• Recommended by

• Certified

• Proven

• PRIME KSI and Logan Paul

• Steven Bartlett and HUEL

• Kylie Jenner use it

• Influencers use it

4.Commitment and consistency

• Yes I want to …

• You promised me you’d buy this house to estate agent in Clapham in a Naff NEXT suit

• You’ve already said yes

• Selected for you

• You are already on ..%

• My saved

5.Social Proof

• Popular

• Everyone queuing for Supreme latest garms drop

• everyone waiting for Glasto tickets

• VEJAS, Nike Metcons, BirkenStockholme Syndrome

6. Liking

• Don’t be a dick head

• Be great craic

• be easy to interface with

• don’t pick your boggies and eat them

Seth Godin’s “3 Marketing-Musketeers”

I asked Seth:

“What are the marketing laws that were around 400 years ago and that will still be used in 400 years time?”

1. Status

2. Affiliation + Connection

3. Fear (or Freedom of Fear)

Seth gave us a second knowledge tree. A Marketing Knowledge tree. I call this the 3 Marketing-Musketeers

Both “6 Weapons of Influence” and “3 Marketing-Musketeers” intertwine and dance with each other to drive INFLUENCE and CHANGE.

“Scarcity” Makes Peoples Feel “Status”.

Annabel’s Private Members Club in SOHO is highly scarce, you feel Status if you go in there.

“Scarcity” Makes People Feel “Status, Affiliation”, and Removes “Fear”

Tony’s Chocolonely Limited Edition SKU makes you feel Status if you buy it, Affiliation to the (save the planet choccy crew) and removes fear (i.e. not being the odd one out)

“Scarcity” Makes People “Affiliation or Connection”

I got tickets to the Oasis tour. I am affiliated and connected to Oasis die-hard fans. This also makes me feel status by telling my friends “hahaha I got Oasis tickets”

“Social Proof” Makes People Feel “Connection”

GymShark host a run club at Battersea Park. Everyone insufferable human is going. If I go, I’ll be part of the insufferable running crew. I’ll feel Connection and Affiliation to the insufferable.

Whack your insufferable 5K time on Strava will ya, ya insufferable doughnut?

“Authority” Makes People Feel “Connection” + “Status” + “Freedom of Fear”

Dave Portnoy said CRISP Pizza was the best pizza. Alas, every “foodie” wants to go to CRISP to feel status, freedom of fear, connection.

Commitment and Consistency creates “Freedom of Fear”

Humans like to be consistent as part of their self image.

When I go to a Burrito gaff - they’ll get you in for a £8.50

Once you’re committed + consistent, you’ll add extra guac, extra cheese, extra chorizo.

Before you know it, it’s a £16 quid jobby.

Another example:

That’s why booking.com will give you the room for free initially. “Cancel any time.”

Once you’ve made the “commitment” to the hotel room. You want to be consistent. You’re more likely to go.

Robert Cialdini “6 Weapons of Influence” can dance with Seth Godin’s “Three Marketing Musketeers”.

1. Reciprocity

2. Scarcity

3. Authority

4. Commitment and consistency

5. Liking

6. Social proof

“Three Marketing Musketeers”.

1. Status

2. Affiliation + Connection

3. Fear (or Freedom of Fear)

Thanks for reading you God Damn Sexy Legend.

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Still Hungry? Course you are…

Please feel free to gorge on the most downloaded podcast episodes of all time (these are CERTY: BANGERS)

1. Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories 

2. Waitrose CEO: How Challenger Food & Drink Brands Can Win and Build Profitable Partnerships with Waitrose - James Baile

3. Spencer Matthews: How Spencer Matthews Built Unshakeable Resilience and Raised + £10m to Launch Clean Co. in Sainsbury's, Tesco and the U.S.A. 

4. How Grenade Exited to Mondelez for £200 Million and Lessons in Unapologetic Authenticity- Juliett Baratt

5. Tyrells Tycoon: How William Chase built and sold Tyrells for £50 million and sold Chase Distillery to DIAGEO 

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