{"id":5560,"date":"2013-10-15T15:00:00","date_gmt":"2013-10-15T19:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=2851"},"modified":"2020-03-30T23:22:03","modified_gmt":"2020-03-31T03:22:03","slug":"secret-marketing-thats-impossible-copy","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/secret-marketing-thats-impossible-copy","title":{"rendered":"The secret to marketing that\u2019s impossible to copy"},"content":{"rendered":"<p>As marketers, we\u2019re always searching for a formula for how to be successful \u2014 but\u00a0<strong>there\u2019s no formula for this<\/strong>:<\/p>\n<p><iframe loading=\"lazy\" id=\"wistia_embed\" src=\"http:\/\/fast.wistia.net\/embed\/iframe\/e807mgfdhp?canonicalUrl=http%3A%2F%2Fwistia.com%2Fblog%2Fcontent-and-events-survey-2013&amp;canonicalTitle=What%20Do%20You%20Want%20to%20Learn%20from%20Wistia%3F\" height=\"295\" width=\"480\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>While watching Wistia\u2019s recent dance video promoting a feedback survey, I realized\u00a0that it wasn\u2019t the production, the camera, or the lighting that made the video so compelling, or explained why I watched and shared it with friends. It was the personality of the company\u2019s people shining through.<\/p>\n<p>Wistia offers an\u00a0<a href=\"http:\/\/wistia.com\/learning\" target=\"_blank\" rel=\"noopener noreferrer\">incredibly comprehensive guide<\/a>\u00a0on how to make marketing videos for your company, but there\u2019s one vital ingredient to successful marketing that can\u2019t be taught in an instructional video.<\/p>\n<p>Today, it\u2019s\u00a0<strong>company culture that creates marketing messages that spread.\u00a0<\/strong>It\u2019s that secret sauce that\u2019s impossible to replicate.<\/p>\n<h3>A brief history of marketing<\/h3>\n<p>Psychologist George Silverman pioneered the notion of word-of-mouth marketing, back in the 1970s, long before Twitter and Facebook. At the time, he was conducting focus groups with physicians when he noticed a\u00a0<a href=\"http:\/\/www.thefreelibrary.com\/The+history+of+word+of+mouth+marketing.-a0134908667\" target=\"_blank\" rel=\"noopener noreferrer\">fascinating and powerful phenomenon<\/a>.<\/p>\n<p>&#8220;One or two physicians who were having good experiences with a drug would sway an entire group of skeptics,&#8221; Silverman observed. On the other hand, &#8220;a dissatisfied group of ex-prescribers who had negative experiences&#8221; with a drug could also persuade believers in the drug to stop prescribing it.<\/p>\n<p>Word of mouth is incredibly powerful in its<strong>\u00a0ability to persuade<\/strong>, but because communication was much more limited forty years ago, word-of-mouth messages had far less of a propensity to spread. Marketers still had to pay publishers and gatekeepers to distribute word-of-mouth messages on a much larger scale.<\/p>\n<p><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/beef-marketing.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2888\" alt=\"beef-marketing\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/beef-marketing.jpg?resize=500%2C254\" width=\"500\" height=\"254\" \/><\/a><\/p>\n<p>With the advent of the internet, and social media in particular, that all changed.\u00a0Today, messages can spread incredibly quickly around the world, and you don\u2019t have to spend a single penny.\u00a0Now, the\u00a0<a href=\"http:\/\/blog.idonethis.com\/post\/36065976015\/the-sprawling-guide-to-content-marketing-that-made-us\" target=\"_blank\" rel=\"noopener noreferrer\">power is distributed among everyone<\/a><strong>\u00a0<\/strong>\u2014 and the kicker is that people will spread your message for free.<\/p>\n<p>But there\u2019s one catch.\u00a0<strong>You have to have a message worth spreading.<\/strong><\/p>\n<h3>Invest in culture to tell a message worth sharing<\/h3>\n<p>Early on, Zappos was like any company that had a healthy advertising spend to get its message out. Then CEO Tony Hsieh had an interesting insight that led him to slash their advertising budget.<\/p>\n<p>Hsieh noticed that the most powerful marketing messages came from positive customer experiences. Articles like this one,\u00a0<a href=\"http:\/\/www.businessinsider.com\/zappos-customer-service-crm-2012-1\" target=\"_blank\" rel=\"noopener noreferrer\">Check Out The Insane Lengths Zappos Customer Service Reps Will Go To<\/a>, received tens of thousands of views and spread the brand of Zappos without having to spend a single cent.<\/p>\n<p>&#8220;Let\u2019s take most of the money we would\u2019ve spent on paid advertising and paid marketing and instead of spending it on that invest it in the customer experience\/customer service and then let our customers do the marketing for us through word of mouth,&#8221; Hsieh decided.<\/p>\n<p>That worked because Zappos intensely invested in the value of customer service in their\u00a0<a href=\"http:\/\/blog.idonethis.com\/post\/49440621362\/the-culture-hacker\" target=\"_blank\" rel=\"noopener noreferrer\">company culture<\/a>. In fact, a core tenet of Zappos\u2019s cultural values is to deliver WOW, a customer experience so over and beyond the norm that it makes you say, well, \u201cWOW!\u201d It\u2019s that ingrained, infectious culture that drives outlier performance to the point that people feel compelled to spread the message about Zappos\u2019s brand themselves.<\/p>\n<h3>The Wistia way<\/h3>\n<p><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/wistia-team.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2889\" alt=\"wistia-team\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/wistia-team.jpg?resize=500%2C368\" width=\"500\" height=\"368\" \/><\/a><\/p>\n<p>Like Zappos, it\u2019s Wistia\u2019s internal\u00a0<a href=\"http:\/\/blog.idonethis.com\/post\/33707331761\/wistia-advantage\" target=\"_blank\" rel=\"noopener noreferrer\">company values<\/a>\u00a0that drive its distinctive videos. Wistia co-founder and CEO Chris Savage described the way they do things as: \u201c<strong>Go a little over the top, have a lot of fun with it, and express our own excitement<\/strong>.\u201d That\u2019s how you end up with a\u00a0<a href=\"http:\/\/wistia.com\/blog\/free-plan\" target=\"_blank\" rel=\"noopener noreferrer\">rap video<\/a>\u00a0for a new feature announcement instead of your typical email blast and a\u00a0<a href=\"http:\/\/wistia.com\/blog\/content-and-events-survey-2013\" target=\"_blank\" rel=\"noopener noreferrer\">dance video<\/a>\u00a0asking you to fill out a boring old survey.<\/p>\n<p>They invest in their unique company culture by spending a lot of time fostering it and thinking about the vocabulary they use to communicate internally. It\u2019s not trivial or something that comes without deliberate effort \u2014 Savage told me it\u2019s something that they\u2019ve had to \u201cfight for.\u201d<\/p>\n<p>To Savage, this extra effort is worth it. Their internal weirdness and distinctiveness, which radiates in their videos, becomes Wistia\u2019s competitive advantage that drives their formula for making successful videos time and time again.<\/p>\n<h3>How to make culture your marketing advantage<\/h3>\n<p>The best thing about culture is that it can\u2019t be replicated by copycats.\u00a0<strong>Culture works when it\u2019s authentic, and that which is authentic is highly personal.<\/strong><\/p>\n<p>Here are some concrete tips on how you can cultivate your company\u2019s distinct and authentic culture.<\/p>\n<ul>\n<li><strong>Write down your company values.<\/strong><br \/>\nFor Moz founder and CEO Rand Fishkin,\u00a0<a href=\"http:\/\/blog.idonethis.com\/post\/54342405274\/how-buffer-works-smarter-not-harder\" target=\"_blank\" rel=\"noopener noreferrer\">writing down company values<\/a>\u00a0\u201cdefines not only SEOmoz\u2019s strategic differentiation in the highly competitive field of SEO, but also helps to set the standard of quality for all work and content produced.\u201d It unifies your efforts internally and creates something of a universal style guide for your company\u2019s work that explains why people will care about you.<\/li>\n<li><strong>Stay away from paid acquisition early on.<\/strong><br \/>\nBonobos founder and CEO Andy Dunn calls paid marketing \u201c<a href=\"https:\/\/medium.com\/what-i-learned-building\/922fdc3a57c8\" target=\"_blank\" rel=\"noopener noreferrer\">crack<\/a>,\u201d an addictive drug that drives fundraising, top-line revenue, and the appearance of growth, but it gets you no closer to figuring out your core business and who you are fundamentally as a company. It\u2019s actually the\u00a0<a href=\"http:\/\/blog.idonethis.com\/post\/59489601294\/how-we-got-to-1-000-in-recurring-revenue\" target=\"_blank\" rel=\"noopener noreferrer\">pain of the journey<\/a>\u00a0without the temporary relief of startup drugs that leads to self-actualization and a core business that drives a value-laden marketing story.<\/li>\n<li><strong>Overcommunicate internally.<\/strong><br \/>\nAs Picasso observed, \u201cwhen art critics get together they talk about Form and Structure and Meaning. When artists get together they talk about where you can buy cheap turpentine.\u201d So often, when company founders get together, the talk turns from high-level conversation on culture and happiness to the nuts and bolts of how tone gets established internally through the actual tools and processes your company uses.Companies noted for their culture like Zappos and Wistia don\u2019t just use email alone, they use a\u00a0<a href=\"http:\/\/www.inc.com\/jeff-haden\/4-habits-of-highly-successful-remote-teams.html\" target=\"_blank\" rel=\"noopener noreferrer\">multitude of tools and processes<\/a>, each with a specific purpose to ensure the best internal communication. For instance, at Wistia, they use\u00a0<a href=\"http:\/\/idonethis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">iDoneThis<\/a>\u00a0as an accomplishment list that shows others what they\u2019re working on, they use\u00a0<a href=\"http:\/\/yammer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yammer<\/a>\u00a0for watercooler conversations, and they have weekly standup meetings where they announce their goals for the week. This way, their growing team feels like it did when it was just four guys sitting around a table, and Wistia can more effectively coalesce and foster its unique company personality.<\/li>\n<\/ul>\n<p>A distinctive, authentic company culture becomes an integral part of its brand. It can be a critical ingredient to your message and story that not only drives that powerful modern-day word of mouth \u2014 it provides internal cohesion. And without some contemplation and communication in your company about how to cultivate an actual culture, drawn from the people and their sense of purpose and values, you won\u2019t get to a message worth spreading.<\/p>\n<p class=\"finalnote\">Editor&#8217;s note: This story was written by <a href=\"https:\/\/twitter.com\/smalter\">Walter Chen<\/a> and originally <a href=\"http:\/\/blog.idonethis.com\/post\/63643871810\/the-secret-to-marketing-thats-impossible-to-copy\">appeared here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As marketers, we\u2019re always searching for a formula for how to be successful \u2014 but\u00a0there\u2019s no formula for this: While watching Wistia\u2019s recent dance video promoting a feedback survey, I realized\u00a0that it wasn\u2019t the production, the camera, or the lighting that made the video so compelling, or explained why I watched and shared it with [&hellip;]<\/p>\n","protected":false},"author":931,"featured_media":33707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-5560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The secret to marketing that\u2019s impossible to copy<\/title>\n<meta name=\"description\" content=\"As marketers, we\u2019re always searching for a formula for how to be successful \u2014 but\u00a0there\u2019s no formula for this:\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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