Have you watched the movie Joker? It blows your mind and keeps you on your toes. The movie had exceptional direction and acting. What’s equally interesting is how they promoted the film.
Instead of following traditional blockbuster marketing methods, they leveraged minimalistic, gritty trailers, and cryptic social media posts to generate curiosity and discussion.
Their campaigns were designed to be controversial and provoking.
Instead of high-action, special effects-laden trailers typical of superhero movies.
They focused on the psychological transformation of Arthur Fleck into the Joker, the film's dark and controversial themes.
They prompted discussions about mental health, societal neglect, and violence.
This led to widespread media coverage and debates and heightened people's interest.
The promotion was a total contrast. It was anti-marketing.
And it helped the film to gross over $1 billion worldwide and earn multiple awards, including two Oscars.
This is why anti-marketing, if executed well, can get you massive buzz, attention, and market share.
The art of anti-marketing is the first thing I’ll uncover in the edition #8 of Vik’s M.I.X.
Here’s the whole agenda
The Art of Anti-Marketing
"Story Selling" Your Way to the Top
5 Tactics to Turn Your LinkedIn Into a Lead-Generating Powerhouse
Let’s jump in.
The Art of Anti-Marketing
You know what they say—rules are made to be broken, especially in the cutthroat world of marketing.
Think about it, when was the last time a traditional, by-the-book marketing campaign truly stopped you in your tracks? Chances are, you can't even remember because they all blend into a sea of sameness.
However, there's a rebellious new breed of marketers who aren’t afraid of going against the norm and embracing the art of anti-marketing.
And let me tell you, the results are nothing short of amazing.
Take MailerLite, for instance. This email marketing platform could've played it safe, touting its features and benefits like every other player in the game.
But where's the fun in that? Instead, they've adopted a delightfully self-aware and brutally honest tone that's equal parts hilarious and refreshing.
From ad campaigns that poke fun at their own shortcomings to brutally honest product comparisons, MailerLite is flipping the script on traditional marketing. And you know what?
Their rapidly growing customer base is proof that this anti-establishment approach is striking a serious chord.
But MailerLite isn't the only one challenging the status quo. Companies like @Basecamp and Wistia have also embraced anti-marketing, ditching the conventional sales pitch in favour of a more authentic, human approach.
It's all about connecting with customers on a deeper level, warts and all.
Look, we've all been there – bombarded with endless marketing fluff that feels about as genuine as a used car salesman's smile. But in a sea of sameness, being unapologetically different is the ultimate competitive advantage.
So, why not rip a page from the punk playbook and embrace the art of anti-marketing?
Stop trying to be everything to everyone, and start leveraging your quirks, flaws, and unique personality. Your customers (and bottom line) will thank you for it.
At the end of the day, anti-marketing is all about breaking free from the shackles of convention and forging a genuine connection with your audience.
It's not just a marketing tactic – it's a mindset, a way of life.
And in an era where authenticity reigns supreme, it just might be the key to standing out and capturing the hearts (and wallets) of your customers.
"StorySelling" Your Way to the Top with Robert McKee's Masterclass
It’s 2024 and we all need to level up our storytelling game.
And who better to learn from than the legendary Robert McKee, the man who's been teaching the art of captivating narratives to writers, filmmakers, and yes, even marketers for decades?
McKee's core philosophy is simple, yet profound: Humans are hardwired to respond to stories. We crave narratives that tap into our emotions, aspirations, and deepest desires.
And in the realm of B2B marketing, that's the secret sauce for cutting through the noise and forging genuine connections with your customers.
Just look at companies like Zendesk and Intercom – they've masterfully applied McKee's principles to their marketing efforts, crafting stories that go beyond mere product features and tap into the deeper motivations and challenges faced by their customers.
From compelling customer case studies to immersive brand experiences, these companies are proving that "storyselling" is the key to unlocking lasting customer relationships and driving real business impact.
But what exactly makes a great story, you ask? Well, according to McKee, it all comes down to three crucial elements: setting, characters, and conflict.
Weave these elements together in a compelling narrative, and you've got a surefire recipe for captivating your audience.
Take Zendesk's "Homemade Business" campaign, for instance. By introducing us to real small business owners and their struggles, Zendesk created a relatable cast of characters that their target audience could instantly connect with.
Add in the conflict of navigating the challenges of running a small business, and you've got a storyline that hooks your audience from the get-go.
But crafting a great story is just the beginning. McKee also emphasizes the importance of maintaining narrative tension and delivering a satisfying resolution – principles that translate seamlessly into the world of B2B marketing.
Think about it: You've hooked your audience with a compelling story, but now you need to keep them engaged and ultimately guide them towards the desired action (whether that's making a purchase, signing up for a trial, or simply becoming a raving fan of your brand).
By mastering the art of narrative tension and resolution, you can take your customers on a journey that not only resonates with them on a deep level but also drives real business impact.
So, take a page from McKee's masterclass and start thinking like a storyteller. Craft narratives that resonate, inspire, and ultimately, transform your customers into raving fans. Because in the end, that's what great marketing is all about – telling stories that stick.
5 Tactics to Turn Your LinkedIn Into a Lead-Generating Powerhouse
LinkedIn can be your lead-generating juggernaut if you can use it at its full potential.
Imagine prospects lining up at your virtual doorstep. LinkedIn has made this possible for so many B2B companies.
Here are 5 tactics you can use to make LinkedIn do all the heavy lifting for you in maximizing your reach to your ideal prospects, warming them and attracting them to you.
Optimize Your Profile for Searchability: Think of your LinkedIn profile as your digital business card. You want it to make a killer first impression, right? Craft a compelling headline, summary, and experience section that speaks directly to your target audience and the keywords they're searching for. This is your chance to showcase your expertise and stand out from the crowd.
Leverage LinkedIn Publishing: With LinkedIn's publishing platform, you can position yourself as a thought leader in your industry by sharing valuable insights and industry knowledge. Consistent, high-quality content will attract prospects to your door, eager to learn more from the expert. I’m trying to do my best with my newsletter.
Vikramsinh Ghatge
Join Relevant Groups: Identify the groups where your ideal customers hang out, and start contributing thoughtful, engaging content. Position yourself as a valuable resource, and watch as the leads pour in. But don't just spam these groups with self-promotion – that's a surefire way to get ignored (or worse, booted out). Instead, focus on providing genuine value and building relationships.
Master the Art of Social Selling: Forget those outdated, hard-selling tactics – social selling is all about building genuine relationships and providing value first. Use LinkedIn's powerful search tools to find and connect with your ideal prospects, and start nurturing those connections. Share relevant content, offer insights, and show that you're more than just a faceless salesperson.
Unleash the Power of LinkedIn Ads: With its precise targeting capabilities, LinkedIn Ads can put your brand in front of the exact decision-makers you want to reach. Experiment with different ad formats and creative strategies to find what works best for your business. And don't forget to leverage the power of retargeting to keep your brand top-of-mind for those hot leads.
Remember, success on LinkedIn is all about consistency, authenticity, and providing real value to your audience.
Implement these tactics, and watch as your LinkedIn presence transforms into a lead-generating powerhouse.
But here's the thing – LinkedIn is just one piece of the puzzle. To truly dominate the lead generation game, you need to have a holistic, omnichannel approach that leverages the power of multiple channels and tactics.
So, don't just stop at LinkedIn – integrate these strategies into your overall marketing mix, and watch as the leads (and revenue) start rolling in.
At the end of the day, it's all about putting in the hard work and staying consistent. Lead generation isn't a one-and-done deal – it's a marathon, not a sprint.
But with the right tactics and a relentless commitment to providing value, you'll be well on your way to becoming a lead generation powerhouse.
So, what are you waiting for? Get out there, implement these tactics, and start crushing it on LinkedIn (and beyond)!
There you have it, folks – a dose of fresh marketing insights that you can implement in your business.
And yes, before we say goodbye, show me some love. Hit the subscribe button if you haven’t yet and share this edition in your community.
If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.
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