The old "David and Goliath" Marketing Strategy!

In this article Dan goes on to demonstrate that how this played out with a twitter post entitled: “Twitter plans to Mangle ReTweets.” He sets up the belief structure about how twitter is wrong and so, plays the villian. People identify with Dan and other tweeters as the victim and then act on Dan's request to fight back. The old David and Goliath strategy!

I actually read about this years ago from Guy Kawasaki about the making of software "evangelists" for Apple. He called it "blowing smoke up the nose" or some such thing. Obviously, Microsoft was the nose. Blowing smoke was to get PR and everyone who heard about it became the evangelists for the cause/company.

Who is your Goliath in your service/industry? How can you set up a belief system and use social media to blow the smoke? Thoughts? Share them by retweeting this now!!!

clipped from danzarrella.com Us vs them is one of the oldest, and most powerful marketing ideas. Apple is a quintessential example: from their beginnings they’ve portrayed themselves as the small guy against the big powerful bully. In 1983 it was IBM and more recently its been Microsoft. The company turns customers into evangelists who are more than happy to spread the word about the good fight, but how exactly does it work? If the listener accepts statements S1 through S99 they will act on S100.This is how many religions work, the belief system is the bait and attached to it is an evangelism hook. The letter then explores a more subtle variation based on a simple structure: The villain is wronging the victim. If the listener believes this statement, and believes that the victim deserves to be saved and if the villain is bigger or more powerful than them they will realize that the only way to effectively challenge the villain is to recruit more people to help. The evangelism hook is implicit, subtle and powerful.