Why Uber’s Marketing Was So Effective

If you are a marketer, you are in the idea business.

Your primary job is to come up with big ideas.

Ideas that shift paradigms, make people emotional & create new markets.

Big ideas have the power to change your company.

Think about Uber…

Uber started as an idea.

Travis Kalanick realized that the taxi industry was behind technologically.

He hated how long it took dispatchers to get a taxi out to him.

But he knew that technology was advanced enough to speed up the process.

Maybe the phones, the offline payment processing & the prejudices of the dispatcher all influenced why this was taking so long… and so maybe technology could eliminate these bottlenecks.

Or, maybe the rider could connect directly with the cabbie & cut out the dispatcher altogether.

He couldn’t think of a reason why not.

So he spent time thinking through all the ways this could work out and he came up with an app that connects a rider to anyone with a car.

They didn’t even need to be a cabbie, because with technology, he could keep a profile on both the rider & the driver.

And if he did a good job of building trust with the market, the riders would trust Uber to send a driver they could feel comfortable with.

Plus, he could process the payments, which means that the rider was comfortable sharing their credit card information.

And because it was a legit company, the driver trusted they would get paid.

This was a big idea.

It was a new idea.

It felt like a revolution.

Same with Amazon.

Same with Google.

Same with Starbucks.

Same with Disney.

Same with Apple.

These were entrepreneurs who were so good at ideation, that the marketing took care of itself.

If you spend more time thinking through the idea of your campaign, you don’t need to be an expert in marketing.

How do you do this? What makes a compelling marketing idea? How can you create a big idea for an ordinary product?

The answer in one word is new.

People love “new”.

People buy the latest iPhone BECAUSE it’s new.

People spend more on a brand NEW car.

People go to the movie theatre because the movie is new.

So what if your product is not new?

You find something about your product that is.

For example, a plumbing company does the same thing day in & day out.

Their products & services are not new… to them.

To the market, they are.

A homeowner who knows nothing about plumbing & doesn’t care to, will consider the following information to be new information:

“just like in the movie Home Alone, thieves look for homeowners to go on vacation because copper is worth a lot of money at the recycling center”.

To you, the plumber, that is common knowledge. You and your peers all know about this.

But your prospects don’t.

So to them, this is a big idea.

You represent someone who cares.

You are someone who is smart.

You are someone who they can trust.

Craft campaigns that talk about big ideas & do it consistently.

Then watch the market fall in love with you & trust what you say… while your competitors keep talking about themselves.

Thanks for reading, I hope you put this to good use. Whatever you do, don’t let it distract you. There are many good ways to achieve your goal, but only 1 best way.

Think of it like a bridge. If you had to build a bridge to get you from where you are at, to where you want to be, what would it look like, how much money would it cost, what material would you use?

This should help you decide…

Imagine the Grand Canyon. You are on one side of the canyon and your pot of gold is on the other side of the canyon. Maybe you want financial freedom, maybe you want to enjoy your work, maybe you are trying to raise money for a cause, whatever your goal is, the only way to get it is by building a bridge.

The problem is, we live in a day & age where opportunities are everywhere. It's hard to decide which one is best. And when we do, another opportunity comes around & distracts us from the project we are currently working on.

This results in a dozen half-built bridges.

Imagine if you had poured all those resources into one single bridge.

The way out of this trap is to pick one bridge... and only one bridge. Maybe it's Facebook advertising, maybe it's copywriting, maybe it's email marketing... it could be any single bridge.

The most important factor in making your decision is determining which bridge is going to be the best way to get your pot of gold.

Here is why this is so important....

Once you finish 1 bridge, you not only get your pot of gold, but you also create an income stream that will provide you with the money, time & energy to build another bridge.

Now you can hire people to build your 2nd bridge & your 3rd bridge & so on. Here is the problem...

There are hundreds, even thousands of bridges you COULD build.

This leads to analysis paralysis. You can't decide which bridge is the best bridge, so you go back to what you were working on & stay stuck.

That is exactly why I wrote a quiz for you. I want you to get clarity around which bridge to build first. All you do is answer a dozen questions & a couple minutes from now, you will have clarity.

Click here to see the quiz.