Came across this great gem of a video during my holidays. It’s an hour long, but it’s got some great stories and examples/reminders of how to build marketing into your product.

Here were a few of the highlights for me:

Step 1: Build something remarkable.

This step is the hardest and the one that most people skip.
They don’t make something worth talking about.
The market is so saturated with “me too” products that if you can’t create a purple cow (Seth’s words for something remarkable) you need to start over.

Step 2: Tell a story.

Ideas spread when people can tell a story. So give them a story to tell about your product.
What’s your products story.
What will people be able to do, they they couldn’t do before without your product.

Step 3: Help your story spread.

When you build a product worth talking about, you won’t need to market your product. Your customers will do it for you.

So give them the means (within the product) to help spread your products story.

Step 4: Get permission.

Then those people, once they’ve heard your story and like it, will go back to you and give you permission to tell them another story (permission based marketing over interruption based marketing).

The old vs the new

In this slide Seth contrasts the old world of marketing vs the new world. Nothing to do with buying superbowl adds, and paying to interrupt people with the traditional TV commercial model. Much more about engagement, focus, and niches, and less on market share, features, and focus groups.

This summary doesn’t do the video justice. And there are lots of other really neat examples of companies and stories they tell around their products. But if you are looking for a bit of inspiration or marketing ideas for your product, you might find some ideas here.

You can check out the full video here.