As someone who subscribes to both of these channels, I think it's important to realize that there must be a very good reason that much larger channels split up their content into multiple streams. I think it's that less popular content will bring the more successful channel down instead of brining the less popular stuff up. So please keep your head up about this experiment if the goal is to grow the channel. Know your audience, and all that!
Hello! Thank you for this episode. I mentioned before that I am very interested in Marketing Psychology, but I haven't had the opportunity to learn it properly. I watched this carefully and will watch it again to make sure I understand.
You're right, mostly. After a life of manipulation, I no longer buy anything I don't need, as my wants are all covered. But I have children & friends who are still in the thrall of the mighty machine despite my efforts to free them....
It's normal. That's how most of the world operates. And I think in general desire and consumption, in certain quantities, is great. It's excess that creates probelms
7:39 Where do I go to be transformed into a dancing hippie? 8:43 Three things need to be true to be able to change your behavior. The three A’s 9:12 NUMBER 1 Awareness. First you need to be aware of the brand. If 10:32 Does it drive awareness and does it drive persuasion. Awareness, do people remember what the add was for? 11:04 just by knowing something you are giving that idea power. Just by giving something space in your head. Familiarity opens the door to many other things 11:18 NUMBER 2 Appeal/Persuasion. Do you want something? Do you want to do something? 11:57 NUMBER 3 Availability. You like the product. You want the product. But is it available for you to buy? 12:33 Sometimes the three A’s blend into each other, with example. 13:19 Next time you are buying something be aware that being aware of the product is influencing your decision. 13:43 Humans tend to go for the safe choice. Safety in numbers by going for what is big and popular has been a huge part of human survival. 14:19 Kamala Harris campaign projects her as bing big and popular regardless of whether she is or not because sometimes it can become a self fulfilling prophesy. Make something look big and popular enough and it becomes big and popular. For example crypto currency. 😅 14:39 A big part of becoming big and popular is everybody knows about it. 14:47 Taylor swift is a household name because everybody is aware of her. 15:15 The big takeaway from this marketing lesson it to note how powerful awareness is as a tool. 15:24 Changing your behavior is not only about convincing you. Changing your behavior is also about just making you aware of something. 16:11 Think about the second part of marketing (persuasion) and how persuasion really works 16:25 How to induce human behavior. It boils down to changing someone’s perception or changing someone’s belief. 16:41 Trial barrier - It is all about correctly recognizing what the reason is that someone is not doing a behavior. What is the belief that they hav that leads them to not do it. By understanding this the belief that needs to be changed can be discovered. The belief could be to do with the product or it could also be beyond it as well. 17:19 Anti smoking campaign is a positive example of marketing 17:30 Anti smoking part one “hey, cigarettes are bad for you” 18:24 Belief “I know that smoking is bad for me but it is my life and my choice. I’m not affecting anyone” 19:20 The belief change - Going from effecting my life to effecting other people’s lives. Today I believe that my smoking only affects me. Tomorrow I believe that my smoking affects other people. 19:47 First thing is that it appeals to the smoker themselves. “You are effecting other people” 19:56 Second part was the awareness of the nonsmokers who become motivated to take action to remove the perceived threat of second hand smoke. 20:06 Changing one simple belief affected the whole tobacco industry. The entire marketing industry boils down to changing a very simple belief. By changing the belief from “my smoking effects me” to “my smoking effects other people”. 20:47 Whenever you are seeing any significant belief change in yourself, try to understand why that belief change has happened. Are there external forces at play that are effecting that belief change? Try to understand why the change is taking place. Evaluate the change with impartial analysis. 21:10 Be aware of the messenger and what the priorities of the messenger are. 21:21 Watch “you are what you eat” documentary. You may feel your belief system change. Good example of propagandist infotainment. 22:03 if you tell someone that they are not supposed to eat meat the will instinctively say no if they have that practice in their routine. They say “Hell no! Who are you? Screw you, I am going to do what I want. ” 22:19 “Meat is my choice. It is not effecting other people” Tomorrow “Eating meat is effecting other people” Similar to the anti-smoking strategy of mental manipulation. 22:47 The toughest part of making an add is the beginning. The discovery of the belief that people have today that I want to change to achieve my goal?/ buy my produce. Then convincing everybody else in my organization that this idea is the correct insight. 23:07 The thing with an insight is that once you get it, it sounds so simple. This must be combined with fixing on the right belief change that you need to induce in your customers/audeince. 23:27 you have to recognize that all of the messages and media that you are consuming, and opinions of those you exchange thoughts with are influenced by the $650 billion dollars that are spent every year on marketing influence campaigns spent on trying to change your beliefs. The whole world economy is running on an industry whose job is to change the way you think. This is the definition of advertising communication. RECOGNIZE THAT!!!! 24:05 The reason that it is even more important to recognize this today is because previously the way that they could market to you was very limited. They could show TV/newspaper and radio adds,post billboards, and telemarketing. Maybe half an hour per day. Now with smartphones and prolific internet connectivity you are exposed constantly. Adds that follow you and incorporate themselves with the content you are consuming. EVERY MOMENT OF YOUR CONNECTED LIFE to messaging that is trying to change your belief system. 25:45 The only difference is that he has a deep understanding of how the sausage is made. 25:50 The intent of this podcast is not to scare you. It is to give you a better sense of awareness based on the experiences he had himself. This is information that people would benefit to know . 26:15 Messaging to a change your behavior. Please share and like this content. It is very difficult for something new to get traction in today’s hyper saturated Information age. My personal attempt to change your behavior is to point out what a wonderful shape the Flying V guitar is for sitting and playing while seating in your recliner or on your couch. There are some wonderful options available on Reverb right now with easy financing. Just think, you could have been playing that guitar right now instead of just sitting there staring blankly at the screen. Instead you could dynamically transform this social media consumption in to muscle memory for chords and scales. The Flying V is a funky looking guitar that you never thought you would owns but once you consider how convenient it is for seated playing with the bottom point to support the weight and the light and compact profile will allow for many hours of playing per week. The Flying V. Get some!
Haha I like the Flying V. I only played a Flying V for 4 months once back in 2020. My net conclusion was it was great but I still prefer regular shapes
Gah, I think I made a comment and forgot to hit the button. 🤦♂ Great talk! Will you make this a series? One thing I often think about is "Anchoring", and how it affects me even though I know it's happening. Not sure if that's more Sales or Marketing, but it feels like more of the psychology of buisiness. Something we should be keenly aware of when buying or selling instruments for certain!
@@AlanW yes I did mention anchoring in my Gibson strategies video. The distinction between sales and marketing in my book is just the size of the audience one is trying to sell to. Sales is more 1:1, Marketing is at scale On your other comment , the dilemma I had is an interesting one I have been grappling with. On one hand Ministry of Guitar is not really a Gear channel despite the name. It is at best gear adjacent and my sense from the comments section is that many of the audience will appreciate a lot of the ‘Utkarsh Mohan content’. The biggest risk however is getting pigeonholed into either side of the US political divide with the Political adjacent content even though I am not American and I have no bone in this contest . But folks can easily decide that I am either right or left depending on what part they listen to and then hate me for it so your point is very valid That said, I have been trying the strategy of cross promoting on Ministry but ultimately transmission losses are significant . The other thing is that the barrier to entry to build a new TH-cam channel is immense so I often wonder if dividing my attention is the right strategy. I don’t want TH-cam to occupy my attention as I’d rather write (both books and music) so consolidation under one channel appeals to that proclivity of mine to be artistic In any case it’s a good problem to have. I appreciate the feedback and the support as always
The best ad I've ever seen was of the BMW E39 M5, the one with the rocket car. On a separate note, what the heck is the difference between a podcast and a normal youtube video?!
the e39 M5 Ad is literally the reason I love BMW. And I guess the difference is length and intended medium (podcast is audio only but I upload the video also)
Brand recognition and being a part of a community (people alike you). Look at amps, guitars, cars, clothes, watches. It can also backfire when a brand has bad after sales...people do not want to be associated with such brand. Popularity...David Bowie Ziggy Stardust US tour...fake it till you make it 😎 Awareness, Rolling Stones logo based upon Hindu godess Kali done by Jon Pasche. Awareness could also be seen as branding.
Yeah makes sense. The only thing I'll say about Kali Ma is that the symbolism of the red lips and tongue for her, is very very different from what the Rolling Stones stand for. But we would go down a whole different tangent :)
lol. They spend it because it because it works . Businesses are so sure of it , they stopped looking at marketing as an expense and view it as an investment Decades ago
thank you for your insights dude, I appreciate this knowledge ..
Thank you
As someone who subscribes to both of these channels, I think it's important to realize that there must be a very good reason that much larger channels split up their content into multiple streams. I think it's that less popular content will bring the more successful channel down instead of brining the less popular stuff up.
So please keep your head up about this experiment if the goal is to grow the channel. Know your audience, and all that!
It’s a very good point and something I’ve been thinking about as well. Let’s see
I really do love what you are doing with this channel.
Hello! Thank you for this episode. I mentioned before that I am very interested in Marketing Psychology, but I haven't had the opportunity to learn it properly. I watched this carefully and will watch it again to make sure I understand.
Remember that futurama episode where companies were running ads in dreams while people were asleep
I remember that very clearly
Explaining the 'magic' to make-believe-land natives. 😊 Good work pal.
Thank you
Guitars and economics ❤
You're right, mostly. After a life of manipulation, I no longer buy anything I don't need, as my wants are all covered. But I have children & friends who are still in the thrall of the mighty machine despite my efforts to free them....
It's normal. That's how most of the world operates. And I think in general desire and consumption, in certain quantities, is great. It's excess that creates probelms
7:39 Where do I go to be transformed into a dancing hippie?
8:43 Three things need to be true to be able to change your behavior. The three A’s
9:12 NUMBER 1 Awareness. First you need to be aware of the brand. If
10:32 Does it drive awareness and does it drive persuasion. Awareness, do people remember what the add was for?
11:04 just by knowing something you are giving that idea power. Just by giving something space in your head. Familiarity opens the door to many other things
11:18 NUMBER 2 Appeal/Persuasion. Do you want something? Do you want to do something?
11:57 NUMBER 3 Availability. You like the product. You want the product. But is it available for you to buy?
12:33 Sometimes the three A’s blend into each other, with example.
13:19 Next time you are buying something be aware that being aware of the product is influencing your decision.
13:43 Humans tend to go for the safe choice. Safety in numbers by going for what is big and popular has been a huge part of human survival.
14:19 Kamala Harris campaign projects her as bing big and popular regardless of whether she is or not because sometimes it can become a self fulfilling prophesy. Make something look big and popular enough and it becomes big and popular. For example crypto currency. 😅
14:39 A big part of becoming big and popular is everybody knows about it.
14:47 Taylor swift is a household name because everybody is aware of her.
15:15 The big takeaway from this marketing lesson it to note how powerful awareness is as a tool.
15:24 Changing your behavior is not only about convincing you. Changing your behavior is also about just making you aware of something.
16:11 Think about the second part of marketing (persuasion) and how persuasion really works
16:25 How to induce human behavior. It boils down to changing someone’s perception or changing someone’s belief.
16:41 Trial barrier - It is all about correctly recognizing what the reason is that someone is not doing a behavior. What is the belief that they hav that leads them to not do it. By understanding this the belief that needs to be changed can be discovered. The belief could be to do with the product or it could also be beyond it as well.
17:19 Anti smoking campaign is a positive example of marketing
17:30 Anti smoking part one “hey, cigarettes are bad for you”
18:24 Belief “I know that smoking is bad for me but it is my life and my choice. I’m not affecting anyone”
19:20 The belief change - Going from effecting my life to effecting other people’s lives. Today I believe that my smoking only affects me. Tomorrow I believe that my smoking affects other people.
19:47 First thing is that it appeals to the smoker themselves. “You are effecting other people”
19:56 Second part was the awareness of the nonsmokers who become motivated to take action to remove the perceived threat of second hand smoke.
20:06 Changing one simple belief affected the whole tobacco industry. The entire marketing industry boils down to changing a very simple belief. By changing the belief from “my smoking effects me” to “my smoking effects other people”.
20:47 Whenever you are seeing any significant belief change in yourself, try to understand why that belief change has happened. Are there external forces at play that are effecting that belief change? Try to understand why the change is taking place. Evaluate the change with impartial analysis.
21:10 Be aware of the messenger and what the priorities of the messenger are.
21:21 Watch “you are what you eat” documentary. You may feel your belief system change. Good example of propagandist infotainment.
22:03 if you tell someone that they are not supposed to eat meat the will instinctively say no if they have that practice in their routine. They say “Hell no! Who are you? Screw you, I am going to do what I want. ”
22:19 “Meat is my choice. It is not effecting other people” Tomorrow “Eating meat is effecting other people” Similar to the anti-smoking strategy of mental manipulation.
22:47 The toughest part of making an add is the beginning. The discovery of the belief that people have today that I want to change to achieve my goal?/ buy my produce. Then convincing everybody else in my organization that this idea is the correct insight.
23:07 The thing with an insight is that once you get it, it sounds so simple. This must be combined with fixing on the right belief change that you need to induce in your customers/audeince.
23:27 you have to recognize that all of the messages and media that you are consuming, and opinions of those you exchange thoughts with are influenced by the $650 billion dollars that are spent every year on marketing influence campaigns spent on trying to change your beliefs. The whole world economy is running on an industry whose job is to change the way you think. This is the definition of advertising communication. RECOGNIZE THAT!!!!
24:05 The reason that it is even more important to recognize this today is because previously the way that they could market to you was very limited. They could show TV/newspaper and radio adds,post billboards, and telemarketing. Maybe half an hour per day. Now with smartphones and prolific internet connectivity you are exposed constantly. Adds that follow you and incorporate themselves with the content you are consuming. EVERY MOMENT OF YOUR CONNECTED LIFE to messaging that is trying to change your belief system.
25:45 The only difference is that he has a deep understanding of how the sausage is made.
25:50 The intent of this podcast is not to scare you. It is to give you a better sense of awareness based on the experiences he had himself. This is information that people would benefit to know .
26:15 Messaging to a change your behavior. Please share and like this content. It is very difficult for something new to get traction in today’s hyper saturated Information age.
My personal attempt to change your behavior is to point out what a wonderful shape the Flying V guitar is for sitting and playing while seating in your recliner or on your couch. There are some wonderful options available on Reverb right now with easy financing. Just think, you could have been playing that guitar right now instead of just sitting there staring blankly at the screen. Instead you could dynamically transform this social media consumption in to muscle memory for chords and scales. The Flying V is a funky looking guitar that you never thought you would owns but once you consider how convenient it is for seated playing with the bottom point to support the weight and the light and compact profile will allow for many hours of playing per week. The Flying V. Get some!
Haha I like the Flying V. I only played a Flying V for 4 months once back in 2020. My net conclusion was it was great but I still prefer regular shapes
@@ministryofguitarDid you try the V on a couch or recliner where the full arc of regular shapes become a constraint?
@@erikthompson7341 Couch, bed, chair. No recliners in my parent's house in India where the V is my only guitar
i loved your analogies bro
Thanks man
Gah, I think I made a comment and forgot to hit the button. 🤦♂
Great talk! Will you make this a series? One thing I often think about is "Anchoring", and how it affects me even though I know it's happening. Not sure if that's more Sales or Marketing, but it feels like more of the psychology of buisiness.
Something we should be keenly aware of when buying or selling instruments for certain!
@@AlanW yes I did mention anchoring in my Gibson strategies video. The distinction between sales and marketing in my book is just the size of the audience one is trying to sell to. Sales is more 1:1, Marketing is at scale
On your other comment , the dilemma I had is an interesting one I have been grappling with. On one hand Ministry of Guitar is not really a Gear channel despite the name. It is at best gear adjacent and my sense from the comments section is that many of the audience will appreciate a lot of the ‘Utkarsh Mohan content’.
The biggest risk however is getting pigeonholed into either side of the US political divide with the Political adjacent content even though I am not American and I have no bone in this contest . But folks can easily decide that I am either right or left depending on what part they listen to and then hate me for it so your point is very valid
That said, I have been trying the strategy of cross promoting on Ministry but ultimately transmission losses are significant . The other thing is that the barrier to entry to build a new TH-cam channel is immense so I often wonder if dividing my attention is the right strategy. I don’t want TH-cam to occupy my attention as I’d rather write (both books and music) so consolidation under one channel appeals to that proclivity of mine to be artistic
In any case it’s a good problem to have. I appreciate the feedback and the support as always
The best ad I've ever seen was of the BMW E39 M5, the one with the rocket car. On a separate note, what the heck is the difference between a podcast and a normal youtube video?!
the e39 M5 Ad is literally the reason I love BMW. And I guess the difference is length and intended medium (podcast is audio only but I upload the video also)
Brand recognition and being a part of a community (people alike you).
Look at amps, guitars, cars, clothes, watches.
It can also backfire when a brand has bad after sales...people do not want to be associated with such brand.
Popularity...David Bowie Ziggy Stardust US tour...fake it till you make it 😎
Awareness, Rolling Stones logo based upon Hindu godess Kali done by Jon Pasche. Awareness could also be seen as branding.
Yeah makes sense. The only thing I'll say about Kali Ma is that the symbolism of the red lips and tongue for her, is very very different from what the Rolling Stones stand for. But we would go down a whole different tangent :)
thats why they do it because people dont believe it
When I see adds of a brand they must have a surplus value in my book because it costs money.
the thing is Ads are a business driver. in 99.0% of cases, advertising drives sales
lol. They spend it because it because it works . Businesses are so sure of it , they stopped looking at marketing as an expense and view it as an investment Decades ago
Facebook ads don't work.
They definitely became less effective once Apple stopped Facebook from tracking people outside of their app
@@ministryofguitarwhen did they become mostly scams ? Facebook ads are a weird world
ffs write a script, all those guitars and no telepromter
I really enjoy your videos .. wait .. go elsewhere