Can Marketing Rebellion Empower Small Businesses to Overcome Their Feeling of Inferiority?
Marketing Rebellion enlightens small business owners that they have been on the right track all this time. This compelling book explores the transformation of marketing, offering valuable insights to both marketers and businesses striving to flourish in an honest and straightforward marketplace.
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I just got a copy of Marketing Rebellion: The Most Human Company Wins by Mark Schaefer, and let me tell you, my brain feels tired, yet excited at the same time.
And I think that’s exactly what Schaefer wants. He wants marketers to take a break from the traditional top-down corporate marketing mindset and think about the customers.
Contents
There’s a Disconnect Between Businesses and Customers
Businesses believe that only 13% of their messages are unsolicited, but customers think that 85% of the messages they receive are unsolicited.
81% of businesses think their messages are helpful, but 84% of customers disagree and find these messages unhelpful.
Did you know that 75% of businesses think they’re sending personalized messages, but only 17% of consumers actually feel like they’re getting personalized messages?
When I wrote Marketing Rebellion, I had marketers in mind, specifically those who work in big companies. But what I realized is that this book is a game-changer for small business owners too.
Why Marketing Rebellion is a Win for Small Businesses
A lot of small business owners struggle with feeling small. They always try to make themselves look big. Meanwhile, big companies are constantly organizing and restructuring to give customers a more personal experience.
I want to talk about something that Shaefer has been focusing on lately, and that’s how big companies have managed to become more human. It’s really fascinating to think about how they’ve embraced their values, built communities, and connected with their customers. But let’s pause for a moment and think about the amount of complexity, training, and technology that must have gone into achieving that. It’s like comparing turning a cruise ship to zooming around on a jet ski. It’s a huge undertaking.
But here’s the great news. Small business owners like you and me have a competitive advantage that we might not fully realize. And that’s the fact that we are naturally closer to our customers. We have a unique opportunity to connect with them on a personal level.
So, what does this mean for us?
Well, it means that who we are as business owners and why we started our businesses can finally take center stage. We don’t have to shy away from our values and beliefs because we think they’re irrelevant to our customers. In fact, it’s those very values and beliefs that make our customers choose us in the first place.
One of my favorite examples in the book is Jeff Bezos from Amazon. But not today’s mega retailer, but the startup from 1994. Back then, his aim was to meet the simple human desire for affordability and quick delivery. You don’t have to be like Amazon, but you can definitely think about which fundamental human needs your business satisfies.
The Essential Human Needs that Businesses MUST Address
In Marketing Rebellion, there are illustrations for all these needs.
1. Feeling Loved (Chapter 3: The Transformation of Loyalty)
Have you ever had a moment when someone unexpectedly showed you kindness, and it made your bad day instantly better? I remember one time when I was feeling down, a hotel employee gave me a comforting hug. It meant so much to me that I couldn’t help but write an article about it. The impact was huge – a major brand received free press just because of that act of kindness. As a small business owner, you have the power to create these meaningful connections every day! Don’t believe the misconception that showing humanity makes you look unprofessional. It’s quite the opposite!
2. Finding a Sense of Belonging (Chapter 4: The Most Important Human Need)
Do you remember the old TV show Cheers? The theme song had a line that resonated with everyone: Where everybody knows your name. Nowadays, with shows like Diners, Drive-ins and Dives, we see small businesses creating that same sense of belonging. And the best part? They don’t need a big marketing budget to do it.
3. Protect self interest (Chapter 5: The Artisanal Brand) To put it another way, make your customers feel special and unique. Schaefer gives several examples; from t-shirt companies that sign their work on the label to a small business owner who started a furniture store that sells handmade furniture. I ask myself, how can I provide a special and unique product or service, or allow you to personalize your experience.
4. Find meaning (Chapter 6: Values-based marketing) Have you been avoiding talking about what you believe or value? Quit it! Research shows that about a quarter of consumers are willing to pay a 25% higher price when their values align with a brand. And 51% will buy a brand solely because of their values!
CHAPTER 7: Consensual Marketing – Be Respected
I know I have the ability to do something, but that doesn’t always mean I should. Instead of constantly worrying about the latest marketing tools and technology, I can take a step back and focus on the personal experiences.
The Lesson for Your Small Business
As a small business owner, it’s important to stop hiding my strengths and start using them to create simple and focused marketing strategies.
I don’t need to rely on expensive marketing technology and tools to automate every aspect of my business. Instead, I can remember why I started my business and what matters most to my ideal customers. By creating checklists, processes, and systems, I can free myself up to be a genuine human being to my customers.
Mark Schaefer Practices What He Preaches
When you look at Mark Schaefer’s long list of skills and experience, you might think that he’s someone you can’t get in touch with. He’s a well-known writer and speaker who has worked with big companies like Dell, Johnson and Johnson, Adidas, and the U.S. Air Force. He’s also written six other popular marketing books and his podcast is one of the top business shows on iTunes.
But the truth is, he’s really easy to reach and talk to. All you have to do is send him a tweet at @markwschaefer.
Here’s something surprising: Mark doesn’t have a big plan for the books he writes. When he has a burning question, he dives into research and a book comes out of it.
You could say that he truly embodies the message of Marketing Rebellion.
Conclusion
To truly understand and enjoy Marketing Rebellion, you need to be either a consumer or a marketer. It’s as simple as that.
If you’re a consumer like me, you’ll find yourself cheering as you read through the examples of both good and bad marketing that Schaefer shares. It’s like he’s reading your mind and speaking directly to you.
And if you’re a marketer, you’ll likely find yourself nodding in agreement. But deep down, there might also be a voice inside your head saying things like yes, but… ugh or stop the world, I want to get off. Marketing can be quite the rollercoaster ride, after all.
Now, if you happen to work in the big world of enterprise marketing, I have some advice for you: go to your closet, find your thick skin coat, and put it on. Because what Schaefer has to say might hit you hard. But trust me, it’s worth it. His feedback and insights are invaluable.
However, the ones who will truly benefit from this book the most are small business owners. Why? Because it will finally allow you to step off the overwhelming marketing bandwagon and focus on what you do best. And guess what? Your customers will thank you for it!