5 Marketing Lessons In One Short Video

Hey there,

here’s a little brain-teaser for you:

Have a look at this short video which – apart from ‘proper’ music and hence great inherent value – contains 5 great marketing lessons:


How many can you spot, and what are they?

Leave a comment below!



UPDATE: great answers, and you’ve got almost all of the ones I had in mind (but looking at the responses, there were far more than 5 marketing lessons in that little piece;-)

Phil’s observation about ‘blowing your own trumpet’ is priceless … especially when you’re from a more ‘reserved’ culture like Britain (James is so modest … “If you want to hear GREAT jazz….”). Also the point Phil makes that it makes people *feel* a certain way – the whole thing is about emotions, not hard facts!

I think David was the first one to mention ‘pattern interrupt’ – I think so too, but the big question is: which pattern is being interrupted?

I like Kev’s 4Mat dissection (the WHY, WHAT, HOW, WHAT IF) for the plumbing question, although John’s question was probably more around: “how can I make THIS style of presentation work for my local plumbing business?” My take: have a look at the main marketing lessons (throughout the comments, and in my summary in a sec), and you’ll see how you can apply the underlying PRINCIPLES to pretty much any marketing!

The one I’m still ‘debating’ with both sides of my brain is the ‘expert status/authority’ issue:

The 2 questions:

  1. how can I become a recognized expert/authority, and
  2. how can I provide the biggest possible value to my target audience

may well lead to the same solution, but the path there may be very different, simply due to the focus of the question alone (ME vs THEM)

Alright, here are my top 5:

  1. Target Audience: James & his gang went exactly where his target audience hang out. But not only the “where” is right, but also the “when”: they are eating, drinking (by the looks of it some even alcohol), and it’s a social atmosphere. In other words: people are already in a good/great mood.
  2. Social Proof: they’re using the ‘social proof’ concept very effectively (if not THE most effective way): they are creating the social proof right there and then. No fake testimonials, all you need to do is look around and you see plenty of approving ‘others’. (there are already a handful of extra ‘sub’ lessons in there….)
  3. Charity: the charity angle obviously fits in with the target audience (who have the means to give, and feel good about giving, so it adds to the overall ‘feel-good factor’, all *obviously* due to listening to jazz…). But the really clever bit is not the charity part itself, but what they’re *really* achieving with the ‘donation’ act;-) Anyone care to guess?
  4. Permission: I’m not sure if anyone spotted this: the very clever use of ‘permission marketing’ right in the middle: James asks for permission to give a little bit more free jazz. Incidentally, Vol  2 of my monthly book-summaries is Seth Godin’s “Permission Marketing” which is pretty much essential reading for anyone who wants to sell anything online these days! (or you could of course take the shortcut and join my monthly review/summary club;-). All he now needs to do is move them to the next level of permission…
  5. The High Note: They are leaving on a high note! Notice how the ‘sale’ happens after a nice solid piece of content, er, jazz? Short, quick, to the point sale, nothing needy about it (another big lesson right there), then hit them hard with a short ‘n very sweet piece to finish. Compare that with your usual webinar or teleseminar …





  1. Nothing like live open air music to make people smile Veit.

    I spotted a lot of positive marketing lessons but the main ones for me are:

    1. Go to where your customers hangout.
    2. Let them know who you are and why you are there.
    3. Over-deliver and impress with a taster.
    4. Engage your audience and befriend them.
    5. Create positive associations and social status.

    There are heaps more am sure 🙂

    Great post Veit

    Kev Webster

  2. Lesson #1 – be original and new
    Lesson #2 – Build the excitement in the prospect’s mind-while you build the size of the band.
    Lesson #3 – Make the experience video worthy – free product
    Lesson #4 – Share your offer
    Lesson #5 – Give your product away again while in the moment.

    to me – the 5 marketing lessons I took away – in order

  3. Well, I can see these two:

    – Go where your audience is.
    – Offer something really good for free before going for the sale.

    I wonder if these were two of those you had thought of, and what the other three are…

  4. Well I loved the music and sent the link to a friend in Melbourne.

    For me I thought you were referring to “people who would go to the hotel..where would they also go?” and then you ask for 5 marketing lessons!

    Anyhow, this is what I noticed…

    (1) target your marketing – know who your prospects are and where they hang out and go there.

    (2) Attract attention and engage with your audience

    (3) Give a free sample.

    (4) Associate yourself with a charity (social proof)

    (5) If you want more go here…(Call to action)

    More musical lessons please Veit.



  5. Paul Goulart says:

    Hi Doc;

    1st, thanks for sharing. Cool!!

    He we go…
    Give your audience something free and valuable. 2nd tune was over delivering. Told where and when you could get this service with a his call to action. Certainly developed like and trust of himself and his service. Demonstrated the service was fun and his call to action was also his up sell.


  6. 13 musicians trumpet,drummer,bass,5 saxophones ,4 trombone,French horn

  7. Michael Wiechert says:

    1) Be sure to stand in front of your target audience.
    2) Impress them with something unexpected (AIDA)
    3) Deliver enjoyable and fun content
    4) Get your message out in a clear and concise way (call to action)
    5) Enhance your authority.

    Danke für die gute Musik, Veit!

  8. Ken and Clay said it well! My twist on it won’t add a lot.

    Engage. your audience where they are….

    In a creative and interesting way…

    Establish your credibility in a non intimidating way

    Over deliver and blow them away

    Call them to action

    Give something back to the community

  9. 1) Pattern Interupt
    2) Captive Audience
    3) Social Engagement (Human Interaction of Event)
    4) Social Power (Sharing Experience: People in Crowd and Communicating Event to Non-participants)
    5) Call-to-Action with “Charitable Rider” i.e. Altruistic Association

  10. I liked all the other answers, but I had to add… don’t be shy when it comes to blowing your own trumpet!

    Bindi pointed out that this was a very well orchestated event. The whole scene was skillfully captured from several angles so that this video created a feeling that we were a part of that event. One of the 10 commentators sent a link to their friend. That is 10% of us wanted to spread the word just from the video.

    Rather than original I thought it was a great way to cement an event in people’s mind. Jazz is quite a practiced art, but we think of it as spontaneous. This highly orchestrated event appeared very spontaneous. when asked many people say they love jazz because it makes them feel frisky, free & spontaneous!

    Even if you knew nothing of this jazz style most people will warm to it. The girl in the pink dress was initially over awed, but with her mom’s help she began to move with it. Kev made this point well in points 3, 4 & 5.

    First you give a piece of free entertainment in a very professional fun way. Then you invite people to give to another well recognized event that is connected to your call to action… enjoy jazz in Melbourne… enjoy giving a little to help the Melbourne Lord Mayor make Melbourne more fun for some who need a LOT more fun in their lives.

    Negotiating with all those little businesses to pull that off would have been no mean feat. That could improve your goodwill if you want to do this somewhere else.
    Cheers Phil Tozer

  11. That is all well and good marketing something that people enjoy and can give them great pleasure..

    But how do you come up with a similarly successful marketing plan for a business like say a plumber?

    How to do that with pizazz and ‘success’ I wonder?


    • Hi John,

      Great question, how to sell something that is potentially ugly.

      I’d look at WHY a customer would need the plumber’s services from the customers perspective. An example would be: “No-one likes the smell of foul drains, especially during the summer BBQ season”

      Then state WHAT the plumber can do: “Our blocked drain prevention service works out much cheaper than a cure”

      Then state HOW it works: “Two visits during spring and autumn to flush out all your feeder and main drains for less than the price of one emergency callout”

      The state WHAT IF: (what if you do or don’t take up the offer) “Means you come out smelling of roses-and no need for nose pegs”

      You could go on and state the savings benefit could by a bottle of bubble and more reason to celebrate.

      If this was a website each of the four points could be reinforced with cartoon pics to drive the points home. Or maybe one of the popular scribble videos that seem to be popular that you can get on fiverr.

      Hope that gives food for thought John


      Kev Webster

  12. Something no one else seems to have mentioned as the first criteria is

    1) Be damned good at what you do before you announce it to the world. Expert status preferred.
    2) Make a lot of noise to grab attention in a crowded place where there are few exits. As in squeeze page?
    3) If you are not making a big enough impact on your own, bring in some JV partners.
    4) It’s not just fella’s that are playing.
    5) Make an upsell / downsell in your call to action which takes place only AFTER you have won your audience over.

    This great for offline marketing. Now try it using only a computer. There is easily another 5 in there if not more. Ok, I see things a bit differently. Perhaps it’s ‘cos I’m left handed.

    Thanks for the entertainment Veit.

  13. All of the above comments cover the subject perfectally.

    Truthfully… I got to enjoying the music so much I did not
    bother to examine the content.

    • I agree Tag, it took me a couple of views to unpick the situation.

      I too was enchanted.

      Guess that’s the sign of a great presentation. Something for us all to learn from.


  14. Here are some that jumped to mind for me:

    Lead with awesome content
    deliver your sales pitch when everyone is feeling good
    Give Bonus material

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