Marketing Manna

Get fresh manna every
morning in your inbox

Get fresh manna every morning in your inbox

Knowing who you are makes sharing sweeter for us!
Knowing who you are makes sharing sweeter for us!
We need an email address to deliver fresh manna daily!
We need an email address to deliver fresh manna daily!

The 5-year-old fifth grader

Can a 5-year-old act like a 5th grader?

From his second week of kindergarten onwards, Caleb, my 5-year-old, was wearing his bag on just one shoulder. 

Concerned that his bottle might fall off the side of his bag, I once tried to help him put the bag on both his shoulders.

Immediately, he took it back off, which caused me to ask, “Why are you wearing your school bag only on one shoulder?”

“Because that’s how the 5th graders wear their bags!”

My kiddo in kinder was already aspiring to be like the cooler kids in school. 

People tend to ape those they look up to, but most brands miss an opportunity because they solely comment about what their product does for people, rather than addressing people’s aspirations.

Examples could include:

  1. Working out because your favorite hero looks chiseled
  2. Buying a particular designer brand that your role model wears
  3. Going all-in on productivity tools because your industry leader does so

Takeaway

Address people’s aspirational desire, not just your product’s functional nature.

Does your messaging address where people want to go, or does it only talk about what your product does today? I’d love to know!

Your website isn’t the center of your universe. Your Facebook page isn’t the center of your universe. Your mobile app isn’t the center of your universe. The customer is the center of your universe.

Bruce Ernst

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

Manna is tastiest when shared together.
Share this with someone who needs it today.

Manna is tastiest when shared together. Share this with someone who needs it today.