A Meditation on Vlogvertising :: Francois Truffaut

"The film of tomorrow will not be directed by civil servants of the camera, but by artists for whom shooting a film constitutes a wonderful and thirlling adventure...it will be enjoyable because it will be true and new...the film of tomorrow will be an act of love." -Francois Truffaut

This quote comes courtesy of Brian Gonzalez, one of Wburg.TV's intrepid film makers.

When I spoke to my father about what I was up to with vlogvertising, he pointed me to this Forbes piece on the subject of marketing:

"Great brands and great companies have been built on the back of mass media. You fill your funnel with attention and slowly turn that attention into cash. Traditionally that's how marketers convert strangers into customers. Whoever has the biggest funnel wins. TV is a great funnel filler, and so is direct mail. For a while it even seemed that Internet banners would keep the attention coming, cheaper and cheaper, in large volume. Best of all, you could control just about every element of the process.

"Bad news for control freaks everywhere: Your funnel is broken and you're not in charge anymore."

Yup.

Forbes' first advice is to, "...Flip the funnel; turn it into a megaphone. But not as a device to yell at people who don't want to hear from you. Instead, hand the megaphone to your best customers, who can help turn their friends and colleagues into your new best customers."

This comment made me giggle: "The biggest mistake marketers make when they see the power of the consumer network is that they try to control it, own it or manipulate it."

Yup.

Forbes writer Seth Godin finishes with this:

"Great companies don't push, they lead."

Yup.

The easiest way to lead is to have a great product / business and love it.