{"id":458,"date":"2018-10-01T20:22:05","date_gmt":"2018-10-01T18:22:05","guid":{"rendered":"http:\/\/www.jongore.com\/blog\/?p=458"},"modified":"2018-10-01T20:22:05","modified_gmt":"2018-10-01T18:22:05","slug":"mental-model-monday-marketing","status":"publish","type":"post","link":"https:\/\/www.jongore.com\/blog\/startup\/mental-model-monday-marketing\/","title":{"rendered":"Mental Model Monday: Marketing"},"content":{"rendered":"<div>\u00a0I&#8217;m a big fan of how the Heath brothers distilled marketing down into several easy to understand steps in their famous book <a href=\"https:\/\/www.amazon.com\/Made-Stick-Ideas-Survive-Others\/dp\/1400064287\">&#8220;Made to Stick&#8221;.<\/a>\u00a0\u00a0Their acronym &#8211; SUCCESs &#8211; stands for Simple, Unexpected, Concrete, Credible, Emotional, and Story.\u00a0 According to the two brothers, those words form a template for over 70% of all successful marketing messages.\u00a0\u00a0What I particularly like is that they&#8217;ve used stories and messages from across the world, from Estonia to Zambia, and the six step process still works.\u00a0\u00a0For someone who isn&#8217;t marketing oriented, I&#8217;m glad I read this book.\u00a0\u00a0One of the problems I&#8217;ve encountered working in emerging markets over the last 6 years is how to make people remember your message.\u00a0\u00a0It&#8217;s something I see big companies fail at all over Africa, especially NGOs and charities.\u00a0\u00a0They may be great at simplifying their message to donors, but they don&#8217;t have the same success for the people they are trying to help.<\/div>\n<div><\/div>\n<div>If I think back on the success of M-Pesa, they started out with a simple, emotional tagline; &#8220;Send Money Home.&#8221;\u00a0\u00a0It was simple and concrete, it got to the core of what M-Pesa was trying to do.\u00a0\u00a0It was unexpected, &#8220;Hey why is a telecom helping me send money?&#8221;.\u00a0\u00a0It was credible. It played on peoples emotions.\u00a0\u00a0You no longer had a reason not to send money back to your ailing mother.\u00a0\u00a0And it was a story, it appealed to people&#8217;s self-interest.\u00a0\u00a0&#8220;Send money home&#8221;.\u00a0\u00a0Who wouldn&#8217;t do that?<\/div>\n<div><\/div>\n<div>That first marketing message probably helped M-Pesa more than they thought.\u00a0\u00a0People often assume it&#8217;s their great features that make people use their products.\u00a0\u00a0What I&#8217;ve learned from this book is that more often than not it&#8217;s the message.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0I&#8217;m a big fan of how the Heath brothers distilled marketing down into several easy to understand steps in their famous book &#8220;Made to Stick&#8221;.\u00a0\u00a0Their acronym &#8211; SUCCESs &#8211; stands for Simple, Unexpected, Concrete, Credible, Emotional, and Story.\u00a0 According to the two brothers, those words form a template for over 70% of all successful marketing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-458","post","type-post","status-publish","format-standard","hentry","category-startup"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/posts\/458","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/comments?post=458"}],"version-history":[{"count":1,"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/posts\/458\/revisions"}],"predecessor-version":[{"id":459,"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/posts\/458\/revisions\/459"}],"wp:attachment":[{"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/media?parent=458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/categories?post=458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.jongore.com\/blog\/wp-json\/wp\/v2\/tags?post=458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}