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Christopher Lochhead debunks five marketing lies in this episode of Lochhead on Marketing. He talks about why so much of marketing thinking is actually bullshit.

Five Marketing Lies and Why

Number one, great marketing is about marketing into an existing market to increase market share.

“Most legendary innovators, creative creators, entrepreneurs, social change, agents, and so forth, did not play by the rules. They establish their own rules. They designed a new way of thinking As a result, they created new market categories. They did not compete in somebody else’s game by somebody else’s rules.” – Christopher Lochhead

Number two, marketing is about creating demand. 

“The legends did not do that. They created demand. There’s a huge distinction between capturing and creating.” – Christopher Lochhead

Number three, success comes from building a brand. 

“Category makes the brand not the other way around. Success comes from being the company or the individual that designs a new way of thinking about an opportunity, or a problem that creates a category and your brand is valuable based on the power of the category.” – Christopher Lochhead

Number four, winning is about beating the competition. 

“If you’re competing in an existing market, you’re in competition. Winning is not about beating anybody. Winning is about introducing the world to a new way of thinking about a problem and therefore a solution. When the world gets your thinking, bam, you stand alone, you become known for a niche that you own and you stand above everybody else, as opposed to competing with everybody else.” – Christopher Lochhead

And number five, you’re going to win if you have the best product to market. 

“As a marketer and an entrepreneur, I would much prefer to have a legendary product and pair that with legendary category design and marketing. That’s what we’re trying to do. Thinking or betting that all you have to do is have a better product. Not so much.” – Christopher Lochhead

To hear more about specific examples on the five marketing lies and why they are BS, download, and listen to this episode.

Bio:

Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.

He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.

Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.

In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.

He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.

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Today, in this very special episode, we’re going to go deep on one of the seminal, most powerful marketing skills there is — copywriting. To discuss more, we have the OG of copywriting, Cole Schaefer of Honeycopy.com. Pay special attention to a particular legendary idea that Cole shares about how you can use your favorite book or books to transform your own writing.

Marketers Should Be Writers

Cole believes all marketers should also be writers. He believes this is of prime importance if you want to reach a wider audience. If more marketers would focus on writing, the messages will be a lot more clear, crisp and ultimately, customers will comprehend messages better.

“The vast majority of business writing and marketing communication, to be honest, it’s just really, really tough to read. I would say primarily because it’s just littered with sort of business jargon and buzzwords. I hate to say but kind of like the showboating is what I feel like when I read a lot of brand writing and it doesn’t feel that it can be understood by the wider audience.” – Cole Schafer

Writing in Third-Person POV

Another observation Cole shares is: brands write on a third-person point of view. Whether it is on their website or other communications, Cole says the rationale behind is the mentality of not being pompous.

“I think for us, any brand, be it big or small, the goal is for when someone sits down and reads their emails or their website, coffee or anything, we really want to feel like we’re talking to another human being. Right?” – Cole Schafer

Become A Legendary Writer

Cole gives out valuable copywriting advice for marketers or even aspiring writers. From knowing your voice and your audience to rewriting ads just like how David Ogilvy does it, Cole gives a rundown on his personal processes.

“I would tell people if whether it’s writing or podcasting or whatever, whatever craft you’re trying to do, just absorb really really, really good art in that specific field. If you want to become a great writer, don’t read bad writing. Pick up a really good book, look up the best writers of all time, start reading there and I think naturally it will imprint on your brain.” – Cole Schafer

To know more about Cole and how to become a legendary copywriter, download and listen to this episode.

Bio:

Cole Schafer likes to live fast, write often, and pet dogs. 

He is a thinker, marketer, and writer that has been published in Business Insider, Entrepreneur Magazine, The Mission, Thought Catalog, and P.S. I Love You. 

In addition, Cole is the Founder & Copy Chief at Honey Copy, a creative copywriting agency that helps big brands write valuable “stuff” that people actually want to read. 

Links: 

Honeycopy

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.

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In this episode, let’s talk about the power of a well-timed stunt to gain attention, rise above the noise, and drive revenue. This is how we get our creative juices flowing. Do something that is maybe a little provocative, maybe a little risque. It should be designed to get a lot of attention, and maybe even drive some PR.

Black Friday Sale, Not!

Christopher shares about different brands and their provocative stunts. Max Temkin, founder of the Cards Against Humanity appeared on Follow Your Different Episode 60. Max and his team probably are the masters in terms of marketing stunts when they jacked up their prices, on Black Friday Sale.

“As a way of sort of doing the opposite of what every B2C company and brand does — and as a way of sort of calling bs on consumerism — they increased the price of Cards Against Humanity on Black Friday, and got a ton of PR for it. People thought it was hysterical. They paid the price. They stood out.” – Christopher Lochhead

Sponsoring The Golden Gate Bridge

CarsDirect.Com also pulled off one legendary stunt when they sent out press releases about their proposal to sponsor the Golden Gate Bridge. This press release stirred up a lot of controversies and reaction from the media, but they still ended up getting a lot of publicity for it.

“Now notice, they put forward a proposal, it wasn’t actually happening. By putting that press release out, they caused a tremendous amount of controversy.” – Christopher Lochhead

Aliens Will Eat Fat People First

Another marketing stunt that got into a lot of controversies is the Ad of 24 Hour Fitness featuring an alien and caption that says, “when they come, they’ll eat the fat ones first.” 

“Their CEO is interviewed on the news. And he was talking about how they’re just trying to have fun and shine a light on obesity and that people need to get fit and healthy and the like. And a lot of people were upset and there was all this kerfuffle again, but what were they talking about? 24 Hour Fitness.” – Christopher Lochhead

Christopher encourages companies to be provocative, be thoughtful be potentially willing to piss some people off (depending on your brand).

To hear more about doing a marketing stunt, download and listen to this episode.

Bio:

Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.

He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.

Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.

In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.

He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.

Links:

Follow Your Different Episode 60 – Max Temkin

Times Cards Against Humanity Pulled Amazing Publicity Stunts

Our Favorite Crazy Stunts From Salesforce Leader Marc Benioff

WKRP In Cincinnati – Turkey Drop Scene

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.

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Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing.

Today, let’s talk about a few, very simple ideas that can help drive revenue for both B2C companies and B2B companies.

Get Radically Visible

As we are trying to come back and slowly opening up the economy, Christopher encourages B2C companies to get radically visible in their communities.

“The way to do that is to be thoughtfully aggressive and radically generous. A couple of ideas, sponsor some shit, food bank fundraiser, any kind of charity fundraiser. Be associated with helping to make good things happen in your community in a way that is very generous and that let’s people know you are back in business.” – Christopher Lochhead

Get Practical and Tactical

On the B2B side, Christopher shares similar, simple thoughts. He encourages B2B professionals to go back to the old school: cold calling and cold emailing. 

“If you are in the B2B space, I highly recommend you get on a named account model because, we could do a whole podcast on it, but the net of this is, when you are on a named account model, your salespeople and your marketing people know exactly who to go after, especially in this case, we’re trying to drive revenue now.” – Christopher Lochhead

Final Advice

Christopher gives out clear examples of what you can do for your business at this time, whether you are in B2B or B2C. He shares that there are potential buyer avatars out there that are willing to drive revenues for your company. 

“Reach out and touch ‘em. Try to do something creative and something radically generous to get their attention and hopefully set up some phone calls.” – Christopher Lochhead

Bio:

Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.

He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.

Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.

In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.

He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.

Gain the visibility and control you need in your business: https://netsuite.com/different

Turn data into doing: https://splunk.com/d2e