Are you looking for quotes about marketing strategy? Which books contain some of the best?<\/p>\n\n\n\n
Quotes are quick and simple ways to gain inspiration and nuggets of knowledge. We\u2019ve collected 22 marketing strategy quotes from some of the best books about marketing strategy<\/a>. We\u2019ve included context and an explanation for each quote.<\/p>\n\n\n\n Continue reading for these insightful quotes about marketing strategy.<\/p>\n\n\n\n\n\n\n\n We have a marvelous collection of marketing books and, while we recommend reading each one, we recognize the value of plucking out a few quotes about marketing strategy to bring some of the concepts into focus.<\/p>\n\n\n\n \nTITLE: The 22 Immutable Laws of Marketing<\/a> \u201cMarketing is a battle of perceptions, not products.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n In the battle for prospective customers\u2019 minds, you must fight not only to be first<\/em> in mind but also best<\/em> in mind. Contrary to popular belief, your most potent weapon in marketing is not the quality of your product, but rather the public\u2019s perception of your product. <\/strong>Simply put, perception is reality: No matter what research and performance tests reveal, your marketing will only be successful if consumers believe that your product is the best. Build your marketing plan around the way people form perceptions. Marketing manipulates people\u2019s perceptions and, thus, their realities. <\/p>\n\n\n\n \u201cFad is a wave in the ocean, and a trend is the tide.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n It\u2019s critical to know the difference between fads and trends because fads can hurt your business while trends can create long-term success: <\/p>\n\n\n\n This quote about marketing strategy warns against investing in fads. Although fads can be profitable, their short lifespan can cause more harm than good for the company. <\/strong>By the time an organization has set up the staff, manufacturing, and distribution necessary, the fad is over. If you\u2019re already selling a product that becomes a fad, the best thing to do is to dampen the fad by limiting the supply, which will sustain demand for the product. Ideally, you want to dampen the fad so much that it converts into a trend.<\/p>\n\n\n\n \nTITLE: All Marketers are Liars \u201cWe drink the can, not the beverage.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n This quote about marketing strategy highlights an ever-growing challenge: It\u2019s difficult to get a consumer\u2019s attention. Even if you have a great product and a great story, your target customers may not notice it among all of the other products vying for their attention.<\/p>\n\n\n\n Let\u2019s say your product is a new brand of deodorant. Customers may not have noticed your new deodorant among all the others available in the deodorant aisle. To make it stand out, you could give your deodorant more eye-catching packaging that\u2019s different from your competitors\u2019 packaging.<\/p>\n\n\n\n \u201cWe believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n Because people often buy based on emotion rather than need, Godin argues that it\u2019s important for marketers to appeal to beliefs and feelings. This can involve lying by a certain definition. Godin defines lies as stories people tell themselves, which marketers build on.<\/strong> The consumer\u2019s belief in a marketer\u2019s lie makes it true\u2014and our belief in how a product will make us feel is what we\u2019re really buying. Therefore, he uses the terms lying and storytelling interchangeably.<\/p>\n\n\n\n \nTITLE: Building a Storybrand \u201cIn every line of copy we write, we\u2019re either serving the customer\u2019s story or descending into confusion; we\u2019re either making music or making noise.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n To understand why stories communicate so well, consider the difference between music and noise. Both are sound, but music is organized and follows certain rules. This allows the brain to more easily retain it. For example, if you listened to shoes bouncing around in a dryer, you wouldn\u2019t remember the sounds, but if you listened to the latest pop song, it would probably get stuck in your head. Music is like a story\u2014it puts random information into a structure that aids comprehension.<\/strong><\/p>\n\n\n\n \u201cNever assume people understand how your brand can change their lives. Tell them.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n The most successful brands show customers exactly <\/em>how a product will change their lives for the better. Many brands are too vague, and it\u2019s hard to get excited about vagueness. For example, if you sell gym equipment, promising \u201cyou\u2019ll be happy with your purchase\u201d isn\u2019t as compelling as \u201cyou will be as strong as an Olympian.\u201d<\/p>\n\n\n\n To come up with a specific positive outcome, consider the external, internal, and philosophical problems your product will solve. <\/p>\n\n\n\n You can also pull inspiration from the three most popular (most aligned with inherent human desires) ways to end stories:<\/p>\n\n\n\n Once you\u2019ve come up with your specific happy ending, you can use both words and images to describe it.<\/strong> No matter what your product is, an image of happy-looking people engaging with it can be a great marketing tool.<\/p>\n\n\n\n \nTITLE: Contagious \u201cVirality isn\u2019t born; it\u2019s made.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n This quote about marketing strategy comes at the beginning of the book. Berger starts by discussing what causes the massive, viral popularity of some ideas, articles, internet videos, products, and everything else. His argument has two main points:<\/p>\n\n\n\n \u201cIf something is built to show, it\u2019s built to grow.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n Berger explains that to attract an audience, people should be able to see others using your product publicly. <\/strong>This allows people to consistently see your product around them\u2014and when they see<\/em> it frequently, they\u2019ll start thinking about<\/em> it frequently. To ensure your product is publicly visible, make it advertise itself by prominently displaying your product\u2019s name or logo on it. <\/strong>You can see examples of this all around you: on computers, sneakers, headphones, and so on.<\/p>\n\n\n\n If people don\u2019t use your product publicly or it isn\u2019t clear that they\u2019re using your product (for example, if someone is reading a book, it isn\u2019t clear that they bought it from your<\/em> bookstore), then Berger suggests finding <\/strong>an alternate way to publicly show that people buy it. For example, your bookstore could give your customers a free gift like a reusable water bottle so when they use it in public they show off your brand.<\/p>\n\n\n\n \u201cConsistency breeds familiarity, familiarity breeds confidence, and confidence breeds sales.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n Once you\u2019ve defined what makes your business and your product or service appealing, include these points in all<\/em> your marketing materials<\/strong>\u2014both online and offline. Marketing experts suggest that, in addition to using the same marketing message<\/a>, you should use the same logo, colors, and fonts to create a consistent brand image<\/a>.<\/p>\n\n\n\n To follow up this quote about marketing strategy from Guerrilla Marketing<\/em><\/a>, Levinson argues that this approach offers two benefits. First, it helps customers immediately understand why they should choose your business over your competitors. Second, all your different marketing materials will convey a consistent message that reinforces your appeal.<\/p>\n\n\n\n \u201cThe smaller the group, the bigger the bull’s eye.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n To create a profitable marketing strategy, you first need to define your target market<\/a>.<\/strong> Levinson argues that many businesses waste time and resources trying to get attention<\/a> from customers who have no interest in what they have to offer. Knowing specifically who you\u2019re selling to helps focus your marketing efforts on interested<\/em> customers\u2014thus contributing to increased sales and profits.<\/p>\n\n\n\n He suggests answering two questions to define your target market:<\/p>\n\n\n\n \nTITLE: Jab, Jab, Jab, Right Hook \u201cContent is king, but context is God.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n There\u2019s an overwhelming amount of content on Facebook and Twitter, and, if you\u2019re tweeting only about your products, you\u2019re not going to stand out. You can <\/em>stand out by putting your own spin on the news and augmenting existing content with commentary, humor, or voice. People want escapism and entertainment\u2014information that\u2019s also entertaining.<\/p>\n\n\n\n For example, say you run a bookstore. When a newspaper releases a review of a book you sell, you might tweet a sentence along the lines of, \u201cCheck out this review of The Italian Pig<\/em> from The New York Times<\/em>\u201d and include the link to the review. Or, you could write something like, \u201cThe New York Times<\/em> loves it. We hate it. Find out why.\u201d This tweet would be linked to your blog, which would have the full text of the review and your thoughts on it. (The author writes that criticizing something he sold never hurt his sales when he was in the wine business; in fact, it made people trust him.)<\/p>\n\n\n\n \u201cIt\u2019s extremely hard to create a trending hashtag and bring people to you. It\u2019s far better to listen, find out what\u2019s trending, and bring yourself to the people.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n This quote about marketing strategy refers to the practice of \u201ctrendjacking,\u201d which is using hashtags that are trending to boost the visibility of your tweet. Twitter users regularly look through the list of posts that use trending hashtags, and, if you use a trend, your tweets are more likely to be seen by people outside your existing network.<\/p>\n\n\n\n You can use settings to track trends (at levels ranging from regional to worldwide) and then use that knowledge to post timely content with appropriate context. For example, the day after the finale of the TV show 30 Rock<\/em>, the show\u2019s name was trending. A brand could have told its story within that context by looking for a connection between itself and the show. The show aired for seven years, so any company with the number \u201cseven\u201d in their name, for example, 7 For All Mankind, might have used that connection to show that they were aware of the things their fans were interested in. 7 For All Mankind missed the opportunity, though\u2014their Twitter page that day was full of brags, right hooks, and some customer engagement.<\/p>\n\n\n\n \u201cWhile we understand that context is important, we generally fail to deliberately choose a context because we believe that the context for our product is obvious.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n According to April Dunford in Obviously Awesome<\/em><\/a>, positioning is providing the backdrop for the use of your product to your customer so they know what the product is, why it matters, and why they should buy it. You must provide this contextualizing backdrop because humans use context to make sense of the world in general\u2014it\u2019s how the human brain operates, writes Dunford. Here\u2019s an example: When you enter an unoccupied office and see a mahogany desk and law degrees on the wall, you use that context to glean you\u2019re in a lawyer\u2019s office. Similarly, if you enter an office with a treadmill desk and high-tech gadgets, you guess from those clues you\u2019re in the office of a tech start-up leader.<\/p>\n\n\n\n Positioning isn\u2019t merely helpful: It\u2019s the bedrock of successful selling and marketing, contends Dunford. If you can\u2019t position your product properly, no amount of money thrown at marketing and sales can sell it.<\/strong> This is because consumers can only appreciate and value a product when it\u2019s set in the right context. For instance, if you try to sell a multitool as a kitchen accessory, people won\u2019t see its value because you\u2019re not setting it in a context that highlights its usefulness. But if you position a multitool as an accessory for a backpacking trip, consumers will see its value because the context makes clear how useful it is (it\u2019s good for opening cans, cutting wood, and so on).<\/p>\n\n\n\n \u201cIt\u2019s always better to be a little boring than completely baffling.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n With this quote about marketing strategy, Dunford argues that, because positioning is poorly understood and undervalued, marketers think they don\u2019t need to position products because their positioning is clear to them and seems as though it should be clear to anyone else. Alternatively, they position the product how they, as ideators, originally conceived the product\u2014not how consumers, who have different needs and use cases, <\/em>will perceive it. For instance, a marketer may think a new compact e-reader will be great for travelers, but for consumers, the e-reader makes the most sense as a tool for presentations.<\/p>\n\n\n\n Dunford adds that you need to translate your product\u2019s features to their benefit and value for the customer because it\u2019s rarely clear to the customer how these things are connected. For example, you might need to explain how your vacuum\u2019s faster-revolving brush (feature) separates carpet fibers better, allowing it to suck up deeper dirt (benefit), which keeps your carpets cleaner longer (value).<\/p>\n\n\n\n \nTITLE: Ogilvy On Advertising<\/a> \u201cIf each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n To run a successful agency, you need talented, trained staff. Try to recruit people who are:<\/p>\n\n\n\n Be cautious of or don\u2019t hire any of the following:<\/p>\n\n\n\n \u201cIt isn\u2019t the whiskey they choose; it\u2019s the image.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n This quote about marketing strategy refers to an example used in the book. Jack Daniel\u2019s, Grand Dad, and Taylor whiskey all taste very similar. However, people who prefer one over the other do so because they like the image that\u2019s associated with the brand. For instance, Jack Daniel\u2019s projects an image of quality (it\u2019s expensive).<\/p>\n\n\n\n \u201cImage\u201d is the personality of a product, which stems from its inherent qualities as well as marketing variables such as price, packaging, and advertising style. Typically, cultivating a high-quality image works well, especially for products that are used in public. If your advertising is tacky or cheap, it will make your product look tacky and cheap, and people don\u2019t want to be associated with these qualities.<\/p>\n\n\n\n \u201cWinning companies today market the problem, not just the solution.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n The most recognized and successful companies today created their own markets, revealing to customers a problem they didn\u2019t know they had and then positioning themselves as the only solution.<\/p>\n\n\n\n The authors of Play Bigger<\/em><\/a> cite Uber as a company that created an entirely new market and solution\u2014ride-hailing services\u2014to solve a problem consumers didn\u2019t know they had: the challenge of finding a taxi when you need one. In Uber\u2019s case, it made traditional taxis (the old market) much less appealing and completely changed how people get around. <\/p>\n\n\n\n \u201cThe story about your business is more important than the facts about your business.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n The authors write that once you\u2019ve identified and defined your new market, it\u2019s time to craft your company\u2019s take: an identity, guiding principles, outlook, and story about how your company solves a problem differently than other companies. <\/p>\n\n\n\n A take is what consumers connect to\u2014they can identify emotionally<\/em> with your principles, story, and outlook. This is especially important when establishing a new market: You must<\/em> give consumers a story and identity to hold on to; otherwise, you won\u2019t establish your company as important and different in consumers\u2019 minds. Importantly, this take must help change consumers\u2019 mindsets so they embrace your new solution to the old or new problem.<\/p>\n\n\n\n \nTITLE: Positioning \u201cThe essence of positioning is sacrifice.\u201d<\/strong><\/p><\/blockquote>\n\n\n\n To become a market leader<\/a>, you become the first to occupy the leading position in your chosen market. To do so, find (or create) a niche in which you can be the first to make a credible claim of market leadership. With this quote about marketing strategy, Ries and Trout warn that this often involves sacrificing your product\u2019s appeal to the general market in order to appeal directly to a target niche where you can be the first to claim the leadership position.<\/p>\n\n\n\n Ries and Trout offer a number of suggestions to help you find an open niche by adjusting different aspects of your product or advertising to stand out from the crowd (e.g., size, price, distribution).<\/p>\n\n\n\n \u201cPositioning is not what you do to a product. Positioning is what you do to the mind of the prospect.<\/strong><\/p><\/blockquote>\n\n\n\n According to Ries and Trout, \u201cpositioning\u201d is getting your prospective customers to view your product in a certain way relative to competing products and the general market landscape. The \u201cposition\u201d of a product is its basic identity in the mind of potential consumers in contrast to other products.<\/p>\n\n\n\n For example, when you think of a Ferrari, you think of an expensive, high-end sports car. When you think of a Corvette, you think of an iconic sports car that\u2019s still expensive, but more affordable than a Ferrari. These mental images are the \u201cpositions\u201d that Ferrari and Corvette occupy in your mind.<\/p>\n\n\n\n \nTITLE: Purple CowQuotes about Marketing Strategy\u00a0<\/h2>\n\n\n\n
Quotes From The 22 Immutable Laws of Marketing<\/em><\/h3>\n\n\n\n
\nAUTHOR: Al Ries and Jack Trout<\/a>
\nTIME: 22
\nREADS: 89.8
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/11\/the-22-immutable-laws-of-marketing-cover.png
\nBOOK_SUMMARYURL: the-22-immutable-laws-of-marketing-summary-al-ries-and-jack-trout
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\nQuotes From All Marketers Are Liars<\/em><\/h3>\n\n\n\n
\nAUTHOR: Seth Godin
\nTIME: 40
\nREADS: 58.2
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/12\/all-marketers-are-liars-cover.png
\nBOOK_SUMMARYURL: all-marketers-are-liars-summary-seth-godin
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\nQuotes From Building a StoryBrand<\/em><\/h3>\n\n\n\n
\nAUTHOR: Donald Miller
\nTIME: 37
\nREADS: 262.8
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/11\/building-a-storybrand-cover.png
\nBOOK_SUMMARYURL: building-a-storybrand-summary-donald-miller
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\nQuotes From Contagious<\/em><\/h3>\n\n\n\n
\nAUTHOR: Jonah Berger
\nTIME: 30
\nREADS: 99.6
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/11\/contagious-cover.png
\nBOOK_SUMMARYURL: contagious-summary-jonah-berger
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\nQuotes From Guerrilla Marketing<\/em><\/h3>\n\n\n\n
Quotes From Jab, Jab, Jab, Right Hook<\/em><\/h3>\n\n\n\n
\nAUTHOR: Gary Vaynerchuk
\nTIME: 29
\nREADS: 78.1
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/11\/jab-jab-jab-right-hook-cover.png
\nBOOK_SUMMARYURL: jab-jab-jab-right-hook-summary-gary-vaynerchuk
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\nQuotes From Obviously Awesome<\/em><\/h3>\n\n\n\n
Quotes From Ogilvy on Advertising<\/em><\/h3>\n\n\n\n
\nAUTHOR: David Ogilvy
\nTIME: 47
\nREADS: 71.2
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/11\/ogilvy-on-advertising-cover.png
\nBOOK_SUMMARYURL: ogilvy-on-advertising-summary-david-ogilvy
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\nQuotes From Play Bigger<\/em><\/h3>\n\n\n\n
Quotes From Positioning<\/em><\/h3>\n\n\n\n
\nAUTHOR: Al Ries and Jack Trout
\nTIME: 14
\nREADS: 49
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/positioning-cover.png
\nBOOK_SUMMARYURL: positioning-summary-al-ries-and-jack-trout
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\nQuotes From Purple Cow<\/em><\/h3>\n\n\n\n
\nAUTHOR: Seth Godin
\nTIME: 16
\nREADS: 105.8
\nIMG_URL: https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/11\/purple-cow-cover.png
\nBOOK_SUMMARYURL: purple-cow-summary-seth-godin
\nAMZN_ID: XYZ
\n<\/p>\n\n\n\n