Even nonsensical things like marketing.
The relentless pursuit of knowledge and understanding of the world around us in a good thing in my book – so let’s rejoice in the art of science and delve into the Kinetic Theory of Marketing.
For starters, the Kinetic Theory of Marketing is closely related to an actual real-life theorem called the work-energy theorem.
The work-energy theorem states that the net work done by the forces of an object equals the change in its kinetic energy.
The magic formula is…Work = Force x Distance.
Work transfers energy.
But what happens to the energy once transferred?
Have I lost you yet?
Good.
Stay with me on this – the marketing class is in session!
Well, the energy transferred will either remain or move, depending on the situation.
If you’re pushing a lawnmower forward, the energy put into the forward motion gets eaten up by the constant friction (that’s why you must keep pushing to make it work.)
On the other hand, if you build a table made from wood then the energy used to create the table during construction will remain in the table.
Ok, you’re screaming aloud, “what’s the freakin’ point” here!?
Well, here it is.
The magic Kinetic Theory of Marketing explained in 5 easy to follow steps:
1. To achieve a desired outcome, you need to put in the work.
2. When you put in the work you create energy.
3. Energy is required to move anything forward.
4. Continuous forward motion creates momentum.
5. Momentum is the holy grail in marketing.
Momentum is a force multiplier and accelerant for marketing effects.
Effects create the change – the result or consequence of an action or other cause.
In the Kinetic Theory of Marketing, change is the element you need to create…
… change is the unique mechanism that moves a person from point A to point B…
… and that’s all you’re really trying to do in marketing.
Convert a “non-buyer” into a “buyer.”
Create a change.
To do that, you need to move them from their current state (non-buyer) into your desired state (buyer.)
That’s the point.
Now let’s move on.
Marketing Oxymorons
Marketing is, in a word, oxymoronic.
It’s simple and complicated.
It’s easy and hard.
It’s humiliating and exhilarating.
It’s smart and dumb.
It’s good and bad.
It’s happy and sad.
And along the way, here’s what I’ve found…
… that marketing is the perfect paradox.
The more I learn about marketing the less I know.
The more truisms I discover, the less true they become.
The deeper I dive, the shallower my thoughts.
Where joy and victory bring melancholy and disbelief.
Allow me to take a brief poetic license and ask the perilous question…
…what has become of me, a man lost in this vapid space called marketingland?
Of the advertising man whom I’ve lost my trust and faith…
…yet further I pursue this enlightened state…
…of marketing madmen who don’t take the bait…
… and defile the norm and challenge the status quo…
…and blow the smoke and marketing stench from this metaverse…
… committed to serve the honest folks who enjoy doing the work…
… work that converts positive energy into the change that they seek…
…so that the marketing buzzards of the world will always remain meek.
Onward and upward or so they say!
Stay unruly out there or soon you too will be astray.
