Is that a GAP in your knowledge?

Curiosity is monumental when it comes to marketing. In the fast paced world of today where marketing is being droned down to a dull roar and people are ignoring everything they come in contact with, curiosity always reigns supreme.

A good “marketing definition of curiosity would be: Curiosity happens when someone feels a gap in their knowledge (Made to Stick, pg 84). It can be detrimental to a psyche when you feel the gap of knowledge when hearing, conversing, or seeing something you don’t quite understand.

Learning in the pursuit of knowledge is a universal trait in most human beings. When you feel the knowledge gap you scramble around trying to find something to fill it.

So many times companies try to throw the facts at their consumers without telling them why they need to learn it in the first place. “This is what makes our product work! It is a semi-conductor flex conductor.” Eventually they get to the need statement of the product but all the facts are thrown into the face of the consumer. I don’t care about the flex mumbo jumbo. How will it make my life easier!?

You can’t fill a hole that has already been filled. You need to dig the hole first to fill it in again. Dig a hole. Create a need and fill it.

Seth Godin Action Figure? It’s true.

I couldn’t imagine a scenario where Seth Godin would surpass my view of him as a marketing/blogging/new media GENIUS, and yet he strikes again. In his post, Hey Kids! It’s finally here he introduces his new state-of-the-art, plastic fantastic, branding guru action figure. No joke, it even comes with the “superpowers” of built Brandomatic® and PurplePower®.

I have always been impressed with the creative process of Seth Godin whether it is the packaging of his books or the outlandish ideas of an Action Figure or the coveted Purple Cow.

This should serve as an example of making marketing and “self-promotion” fun again. A plastic, Seth Godin action figure, Why not? If you want another route to create a word-of-mouth, word-of-key viral process, take note. Seth Godin has always known how to do it, and he strikes again.

I am actually looking forward to a Marc Gobe or Sergio Zyman action figure. Hopefully Sergio comes with an “Terrible Advertising Killer” sword or plasma gun.