We all do.
But how does it work, “to be in the know”?
In essence, for you to be on the “inside”, there also has to be an “outside”.
This makes in-the-know marketing techniques somewhat tricky; most companies really don’t want to shut any potential customers out.
But truth is — sometimes you really should create an “outside” by design:
The Way We Love To Help People Out
Let’s say you’re at a dinner together with a group of friends.
One of your friends get into this rant about how expensive it is to own a car. Taxes, gas, insurance, parking spaces. And how cars have a tendency to need fixing when you simply don’t have the time.
But then you happen to know about a creative solution — a new car-sharing service gaining traction in your neighbourhood. Maybe your friend should consider that option? So you tell your friend about that particular car-sharing service, simply to offer your friend a viable option at no real expense of your own.
Now, you didn’t start the car-sharing service. You have no stock in it and you don’t know anyone working for them, either. But still you endorse their service to your friend. This is of course awesome PR for the car-sharing service!
Here’s what happened:
In short, you knew something that your friend didn’t — but should!
Putting The “In-The-Know” Psychology To Work
The hard way to reap the benefits of word-of-mouth marketing in the example above would be to actually start a car-sharing service. But chances are that you already have your business.
How can you leverage “in-the-know” psychology in an easier way?
Her first name is pronounced [/kinsa] — which is not obvious from only reading it, right?
Since she’s a blogger lots of people talk about, you can tell straight away if those people are in the know or not. And this effect effectively creates an “inside” and an “outside”.
This creates a sense of belonging by strengthening the bond between those who knows how to pronounce her name correctly. And it gives her fans a way to “invite” outsiders by educating them!
On that same note, but on a larger scale, it’s not entirely clear for most people how to pronounce Nike or Adidas (lots of different variations exists).
Having “in-the-know” aspects of a brand doesn’t necessarily hurt your business — it can in fact strengthen it.
How I Put It To Use — And How You Can, Too
Personally, I love this little psychological effect.
I understand how it must look to international readers of this blog with “Doktor Spinn”. When I shifted from blogging in English instead of Swedish, I could have just changed the name to “Doctor Spin” instead.
But I like the idea of having a select few ambassadors out there, who knows. And who knows how that Silfwer is pronounced silver. Here’s another example:
I run Mad Science Digital. Now, that’s quite a mouthful, right?
When people talk about us, most say Mad Science which of course is more than okay. But those who are in-the-know, they know that we say MSD when we talk about the agency.
And I’ve discovered first-hand that more and more important people has started referring to our agency as “MSD” rather than “Mad Science”. Voilà!
People simply like to be in-the-know — and being in-the-know seems to spread fast amongst tastemakers!
How You Can Implement In-The-Know Marketing Today
Here’s how you can implement this little trick today:
1. Figure out something about your business that only you and your closest circle knows about. It’s important that this isn’t intuitive, i.e. if people don’t know about it, they would go about in the wrong way.
2. Start talking to people using that exclusive knowledge. It helps if it’s valuable of course, but it can be a curiosity as well (as with Kenza’s name). And don’t go crazy about broadcasting it.
3. Have patience. Soon you’ll be noticing how more and more tastemakers and influencers moves from the “outside” to the “inside”.