Today’s interview is a little different. I usually interview marketers I have had the opportunity to know or work with for many years. A few weeks ago I stumbled across Margo’s posts on on Medium and then on her blog. I was immediately hooked by her writing style and her views on marketing, which I am proud to bring to this interview today:
1. What company is an example of good marketing today? Who do you admire?
There’s a famous saying, “When Aeschines spoke, his countrymen said, “How well he speaks.” But when Demosthenes spoke, they said, “Let us march against Phillip.”” In other words, the best marketing doing look or feel like marketing. You don’t want someone to say, “Wow that was a great ad!” you want them to say, “I need those shoes!”
Bench does a fantastic job of this, so does Masterclass.
The copy doesn’t say “Learn how to act” or “take a class on acting” – it says, “Meet your new acting teacher.” It’s speaking directly to it’s target market. They don’t want to “learn acting” – they want to get better and they who want to learn from a pro.
2. Did you have a mentor or a person you learnt the most from? What was a key lesson?
Continue reading “Marketing Expert Interview with Margo Aaron on the Essence of Marketing”