Want to know the secret to marketing an idea? There’s just one thing I ask of you to do before continuing to read – open your mind. Now, to market an idea is simple, but to market it effectively is not.
While having dinner at Sushi Den (Denver) with Jeff Jochum, he shared an interesting marketing technique that paralleled to what I learned at Chapman University when studying to become a teacher.
What Chapman University Taught Me
This is the SECRET to marketing – “maybe it’s you.” Let me elaborate with the following 3 steps:
- He doesn’t understand what I’m saying
- I don’t understand what he’s saying
- I’m not being clear
Most of the time, it’s #3 – I’m not being clear. Let me elaborate further with what Chapman University taught me.
It is not because the student does not understand what I am trying to teach; it is because I am not being clear when teaching it.
How does this apply to us?
When trying to market an idea or business, make sure that your audience has the fundamental tools to comprehend what you are saying. This procedure is called “scaffolding.”
Scaffolding is when you build a strong basis and continue stacking it with more knowledge. Ultimately, by arming your users with the proper information, you can sell / push / market concepts clearly and effectively.
Conclusion
The next time someone does not understand something or your marketing campaign is unsuccessful, remember that “maybe it’s you.”
I would really love to hear your thoughts on this. Thanks in advance!
Sincerely,
Lawrence Chan
@tofurious | subscribe to mailing list
P.S. Sushi Den…they raised the bar for my taste buds.
1487 S Pearl St
Denver, CO 80210-2226
(303) 777-0826
{ 22 comments… read them below or add one }
The sushi is awesome
Makes sense! Thanks.
Exceptional lesson. Without a strong foundation, you have nowhere but down to go.
In nursing school, I had a professor who launched into flights of fancy during her lectures. We were supposed to be learning fundamental components to recognizing when a patient was going into shock. Somehow the professor became caught up in the memories of a patient…telling us about his hair and his posture and his eyes (which all eventually came into play as clues to how she knew he was NOT getting better), but for us students, we didn’t have the ABCs (airway, breathing, circulation) of assessment under our belts and picking up on other clues meant nothing to us. Once she stepped back and realized we didn’t know what she knew, she reframed the lesson and built upon the most necessary points, eventually leading us into the little telltale signs that a more experienced nurse would pick up on as he/she is making their assessment.
Same goes for cooking, building homes, photography, or anything else. Can’t teach a baby how to tackle a steak until he’s off the bottle, right?
I have been thinking about the need for clarity and simpicity a lot lately. Great post Lawrence. Simple. Well spoken and easy to understand yet mastery is where the real knowledge takes hold…like chess.
I´m Lawrence, it´s a greate artilce!
Thanks! (Teacher!)
As usual thanks for sharing. Nobu did the same for my taste buds…New Style Sashimi.
that sushi is beautiful!!! Great post!
Good! Simple and good.
Many times we (or I) think I am explaining a concept perfectly. Or it’s as simple as a photo that I’m using for a certain section on my website. Anyone with some sense will get it, right? Not exactly. I get that a lot from my wife. She doesn’t get some of the ideas I have because what I’m doing isn’t getting the point across well. I must say, it’s quite humbling to recognize that my delivery methods aren’t always working.
For this, it is good to bounce ideas and concepts off of people you trust and people who have a different perspective than you do.
Those are my thoughts.
-BHurdle
Oh gosh the sushi was ridiculously good! Everyone must try it if in Denver – please. Thinking about Sushi Den makes me hungry. Is it wrong to eat sushi for breakfast? Good thing most sushi restaurants don’t open that early.
I would like to highlight what a few of you said – “simple” – which is partially the route to take when conveying a message. I was tempted to write an elaborate story of how the evening unfolded (because there was a lot more that happened), but had to remember that it strayed from my point.
1. Know your audience
2. Know the goal
3. Deliver it
Seems simple enough… ciao!
Hey Lawrence
This is not only a well written piece, but more importantly there is a great point being made here which refers to a fact. That if a client doesn’t understand what it is you’re trying to say, that it’s you who needs to better convey what it is you’re trying to get across. I like the scaffolding Idea……… great analogy.
Thanks Morris!
Actually, the “scaffolding” concept is credited to Chapman University; build upon previous knowledge to form a high rise of information.
It’s so easy that we forget who we are talking to sometimes, whether that be potential clients, friends or even a perfect stranger. Good simple tips for our progressively complex world.
Oh yeah: You must try Nobu in LA or Oahu!
I had the pleasure of working for Jeff while he was at Pictage. I respected how he was unabashedly forward with this thinking. It’s all about Ockham’s razor when it comes to brilliant marketing.
OK, I’m hungry now! Looks so good! haha
This so applies to branding as well, when I started, I wanted to use a certain name,had these great ideas and concept and it all made sense, but only to myself, I was a tapper and not a listener so a wise person told me about a study they did where people had to tap common songs like happy birthday to you, and others had to listen and guess, the tappers all thought it made perfect sense and how can you not get it while the listeners had no clue what it was , once I understood that I was the only person getting it for it did nothing for others, then the light bulbs went on and I went to clean,simply me,my name and not some other fancy name.
Great work… thanks for the info. Great to see you in Denver.
Great article! Thanks for sharing!
Amen Lawrence. You are always so wonderful!
Ah dang… my name is definitely JANA not Jan.. whoops
And now I’m not seeing the post I sent where my name was Jan. I make no sense.
Here it goes again: “Amen Lawrence! Thanks for being so wonderful!”
Woo..
You’re so funny Jana I’m going to post all 3 comments
Nice post. I agree totally… as a business person rather than find blame elsewhere, when I took responsibilty for something not working eventually I got it right and enjoyed the benefits. Something I never would have gotten done had I blamed my client, the economy, the unscrupulous competition, etc.
The greatest revelation I have experienced yet in the process of selling photography as a small business was the absolutely vital practice of actively listening and questioning clients. I’m not suggesting an interrogation but a very conversational style that is comfortable for everyone. Asking questions of others and carefully listening is a very helpful way to build trust. It also helps you detects problems with your business’ messages more efficiently.
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