Searching for Improved Marketing Concepts? Channel Leonardo
How about Leonardo da Vinci? Please. Yes, the artist responsible for The The Last Supper and the Mona Lisa.
He was always interested in something. And extremely perceptive. He also had no qualms about letting his imagination go wild.
How do you suppose he got the idea for Vitruvian Man??
Okay, I'm guessing there, but he was successful because he was creative.
He was perceptive, inventive, and inquiring.
The good news is that we may all develop the same qualities, according to Leonardo biographer Walter Isaacson. We may choose to be interested, attentive, and inventive, but it takes work.
The same problem faces both marketers and creatives: how to develop concepts and produce content that grabs people's attention and motivates them to take an action, such as reading, purchasing, subscribing, hiring, or commissioning.
You must promote yourself if you sell goods or services. Blogging is one method to show off your knowledge.
However, how can you generate ideas?
You follow Leonardo's example:
Stay open to learning new things and remain interested.
Be vigilant because sometimes we overlook things that are right in front of us.
Be creative; consider alternative uses for existing objects.
Last summer, I gave a nearby nursery a call. In order to level off a space in my backyard, I needed to purchase some soil.
I enquired as to whether they were aware of a source. They apparently sold dirt. (I checked their website before to contacting; there was no mention of it.)
They described the differences between loam and compost as well as the various ratios you might mix them in.
I gained a lot of knowledge. It's the ideal blog subject, I reasoned—fascinating it's in and of itself, plus it amply demonstrates knowledge.
However, they just believed that everyone understood they sold dirt and how to mix various types.
When a brand develops something that generates buzz and word-of-mouth, they are successful.
They are what marketing guru Jay Baer refers to as talk triggers: an unanticipated event that occurs to every consumer and inspires them to volunteer as marketers.
He discusses how CVS Pharmacy developed a conversation trigger utilizing receipts, which are often thrown away, in one of his podcasts.
We are used to receiving receipts from stores with certain coupons attached. However, if you are a member of CVS' Extra Care Membership Club, you always get a mile-long receipt, even if all you purchase is a pack of gum.
People also adore it. They upload tales, pictures, and videos on social media and tweet about their receipts. Word-of-mouth marketing is the best kind of advertisement.
Jay's lighthearted delivery is wonderful. He is aware that amusement and education are unavoidable partners. The whole podcast is available to see below.
You may counter that CVS is a huge corporation. They are far more equipped than I am. But in this case, it doesn't.
What potentials haven't been explored, they wondered?
They paid close attention to what transpired throughout the consumer experience in-store.
They had creative ideas: Can we possibly modify the meek receipt?
They effectively channeled Leonardo, and you can do the same.
In his biography of Leonardo, Mr. Isaacson makes the following points:
1. Being curious, observant, and imaginative doesn’t just happen– it requires effort.
2. Leonardo made lists of subjects he wanted to explore: write stuff down.
3. Observation is more than looking; you need to process your observations, think them through.
4. Imaginative leaps don’t just happen; you have to allow facts and ideas to simmer.
5. Leonardo kept notebooks; observations need to be recorded: don’t trust them to memory.
6. Indulge fantasy; let your imagination roam free (think about that mile-long CVS receipt).
Finally: Mr. Isaacson gives us this wonderful line:
The best reason to learn from Leonardo is not to get a better job, but to live a better life.
Absolutely true– but it can also help you generate ideas, create better content, and do a better job of marketing your brand.
Header illustration by Mark Armstrong.
Originally published on Mark Armstrong Illustration.
Thanks to Mark Armstrong at Business 2 Community whose reporting provided the original basis for this story.